Psychological Impact of Cross-Cultural Consumer Behaviour on FMCG Sector in Oman

Abstract

The present research has been carried out to assess and illustrate the impact of cross-cultural consumer behaviour on the FMCG industry. In this regard, a primary quantitative data collection approach has been followed. A survey questionnaire containing 10 close-ended questions has been developed and a total of 51 research participants have been selected from involving the FMCG industry of Oman and its consumer base. The SPSS software has been used and the collected data has been statistically analysed and the results have revealed both negative and positive implications of cross-cultural consumer behaviour for the FMCG industry of Oman.

A total of three hypotheses have been developed and the outcomes of the data collection procedure have disclosed that the third hypothesis is valid and the most suitable regarding the research subject. It has been identified that in recent years, work environment of the FMCG sector has changed crucially, while the emergence of cross-cultural consumer behaviour through social media has played a major role. Apart from this, consumers and business organisations use social media sites to gain relevant insights into their preferences and demands regarding business services. Thus, social media platforms provide advantages for both FMCGs and customers and help to manage the consequences of “cross-cultural consumer behaviour” and the FMCG sector of Oman is emerging.