Factors Influencing the Consumer Choice of International FMCG Companies' Products: Cases of Essity and Kimberly-Clark in the US and Russia

There are a lot of factors and criteria influencing the consumer choice. If your product is perfect for the client but costs ten-times more than your competitor, it will be not sold at all. Pricing, product quality and other factors also influence the choice and to understand what influences more, we are making such a research. The work bases on three main definitions: Consumer choice, FMCG market and Hygiene. All these terms are very important in business and peoples lives. That is why this work is very actual. The research starts from the theoretical analysis of the consumer choice by famous scientists and journals. It helps to understand the problem from different angles and look deeply into the topic. Then comes the FMCG market research where we analyze the main goals of FMCG companies. And finally, we look deeper in to the Hygiene market and make a research of the consumer choice of toilet paper in the USA and in Russia. The goal of the paper is to reveal factors influencing on consumers’ choice of toilet paper and make recommendation for two FMCG hygiene products producers on how to expand on Russian and US markets