Abstract

This study aims to examine and test a model of factors influencing the sales development of fast-moving consumer goods (FMCG) at Kalleh Company through a shopper marketing approach. The research is applied in terms of purpose and descriptive-survey in terms of data collection methodology. A quantitative approach was employed to collect data, using a researcher-developed standardized questionnaire. The statistical population comprises all promoters of Kalleh Company operating in chain stores nationwide. A chain-store promoter is defined as an individual responsible for promoting and advertising products or services within a chain retail outlet. Given the geographical dispersion of the population, a stratified geographical sampling method was adopted. The population size was approximately 253 individuals, and based on Cochran’s formula, a sample of 153 participants was selected. The composite reliability and reliability of each construct were calculated, with results confirming the reliability of the measurement instrument. Additionally, both convergent and discriminant validity assessments indicated that the questionnaire possesses adequate validity. Structural equation modeling (SEM) was applied to analyze the data, using SmartPLS 4 software. The findings revealed five main themes: (1) shopper behavior and cognition, (2) point-of-purchase marketing strategies, (3) brand sales strategy, (4) brand and marketing communications, and (5) supply chain and distribution management. Among these, shopper behavior and cognition emerged as the most influential factor, followed by point-of-purchase marketing strategies, brand sales strategy, brand and marketing communications, and supply chain and distribution management as the fifth-ranked factor in terms of priority and impact.