Barang konsumen yang bergerak cepat

Barang konsumen yang bergerak cepat (bahasa Inggris: Fast-moving consumer goods) adalah produk-produk yang dapat terjual secara cepat dengan harga yang relatif murah, dan biasanya merupakan kebutuhan sehari-hari. Contoh barang konsumen yang bergerak cepat antara lain barang-barang seperti minuman ringan, kosmetik perawatan tubuh, dan barang kelontong.[1] Meskipun keuntungan yang didapat dari setiap barangnya kecil, barang-barang ini biasanya dijual dalam kuantitas yang sangat besar sehingga keuntungan totalnya besar.

Karakteristik utama barang konsumen yang bergerak cepat antara lain:[1]

  • Dari perspektif konsumen:
    • Pembelian yang sering dan berulang
    • Keterlibatan (involvement) yang rendah, konsumen tidak berpikir lama untuk memilih produk tertentu, kecuali bila konsumen memiliki loyalitas yang kuat terhadap sebuah merek
    • Harga rendah

Referensi

  1. ^ a b Ramanuj Majumdar (2004). Product Management in India. PHI Learning. pp. 26–28. ISBN 978-81-203-1252-4. Retrieved 2010-06-19.

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