To what extent does self-image affect brand preference when shopping for fast moving consumer goods (FMCG's)?: a study of the yellow fats category.

Abstract

There has been a great deal of research investigating the affect of self-image on brand preference. While previous research has found that self-image does affect brand preference, much of this research has focused on high value and high involvement products. There is a significant gap in the literature, identified by Jamal and Goode who state that: More work is needed to establish the significance of self-congruence on brand preferences… in the case of high frequency and low value brands. (2001, p.490) The purpose of this study is to gain an insight into how consumers make choices when shopping for fast-moving consumer goods (FMCGs) and to identify whether self-image affects brand preference in this context. This study focuses specifically on yellow fats, a term used to refer to butter, margarine and spreads. A multi-method research design was used in the form of twenty-five qualitative individual depth interviews and twenty-one hours of in-store observations. Quantitative Likert scales were used to measure levels of self-image congruence based on Sirgy’s (1997) approach. The findings of this research have clearly identified that there is a link between self-image and brand preference in the context of yellow fats. This is significant as no research has previously identified a link between self-image and brand preference in this category. In addition to this, this research has two major contributions to literature: 1. It is the first to visually depict self-image congruence. 2. It has also identified two factors moderating self-image congruence that have not been referenced in any previous study in this area; recency of purchase and the notion of wanting to be the perfect female role model.