Schema Incongruity: A Framework for Distributing Service Forms of FMCG Brands via a Digital Channel

This paper reports an extension of schema incongruity theory to a service form of fast-moving consumer goods (FMCG) distributed via a digital platform. According to this theory, an FMCG brand’s service form would be incongruent compared to its traditional form available via supermarkets. Based on th...

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Bibliographic Details
Published in:Journal of theoretical and applied electronic commerce research 2022-08, Vol.17 (3), p.1124-1142
Main Authors: Parackal, Mathew, Mather, Damien, Redman, Rory
Format: Article
Language:English
Subjects:
Big Data
Consumers
Consumption
Customer services
digital distribution
Discount department stores
Electronic commerce
FMCG brands
Lifestyles
Market shares
Marketing
Online sales
schema incongruity theory
services
Shopping
Supermarkets
Turnover
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Summary:This paper reports an extension of schema incongruity theory to a service form of fast-moving consumer goods (FMCG) distributed via a digital platform. According to this theory, an FMCG brand’s service form would be incongruent compared to its traditional form available via supermarkets. Based on the relevancy and expectancy dimensions, the level of incongruence for such a service was classed as moderately incongruent. The study used qualitative research to investigate whether the moderate incongruence appealed to modern-day customers. The findings revealed that a subscription to receive a regular supply of the FMCG test brand appealed to the respondents. The moderate incongruity employed in this study was of an optimal stimulation level, enabling respondents to see the added values offered. The values recognised included convenience, family bonding, health and variety. The study observed schema incongruity theory operating for the service form of the FMCG brand. As the study used a qualitative methodology, the findings are specific to the brand and context tested. However, the high interest observed suggests schema incongruity theory could serve as a framework for using a digital distribution system to market service forms of FMCG brands.
ISSN:0718-1876
0718-1876
DOI:10.3390/jtaer17030057