Significance of Social Factors in the Marketing of Fast-Moving Consumer Goods. A Case of Unilever

Numerous research on the topic of social dynamics influencing the marketing of fast moving consumer items have been conducted over the course of several decades (Al-Tit, 2017). Conclusions from the majority of investigations have been mixed (Al-Tit, 2017). Avdelidou-Fischer (2016), for example, investigated the impact of social elements on the productivity of retail organisations and found that these aspects have an influence. In light of the gap and the need for this study, it is important to note that there is a dearth of literature and studies on this topic from a Zimbabwean setting. The goal of this study is to close this informational gap by examining the impact of societal issues on Unilever's marketing of fast-moving consumer goods. It's crucial to recognise that consumer-buying behaviour has been influenced by social elements such lifestyles, purchasing habits, educational level, emphasis on safety, religion and beliefs, health consciousness, and sex distribution. Low sales of fast-moving consumer goods (FMCG) can also be attributed to other reasons like lower incomes, different social strata, smaller families, and ethnic minorities. The goals of this article were to (1) identify social elements that influence FMCG consumers' purchasing decisions, (2) assess the extent to which these aspects affect the marketing of fast moving consumer goods, and (3) provide strategies for effectively addressing these social issues