Behavioural Analysis of Rural Consumers Towards Fast Moving Consumer Goods With Reference to Tamil Nadu

Abstract

In recent years, rural markets have acquired more importance in India, as the overall growth newlineof the economy has resulted into substantial increase in the purchasing power of the rural newlinecommunities. In India, the rural areas are consuming a large quantity of industrial and urban newlinemanufactured products. While rural markets offer big attractions to the marketers, it is not newlineeasy to enter the market and take a sizeable share of the market within a short period. We newlineare moving into a new area of development and the base is shifting towards Indian villages. newlineThus, rural markets offer an opportunity and challenge for the marketers. Therefore the newlineresearch work is done under the title Behavioural Analysis of Rural Consumers towards Fast newlineMoving Consumer Goods(FMCG) in Tamil Nadu. newlineThe study intends to identify the level of influence of various factors on the purchase of newlineFMCG among rural consumers in Tamil Nadu. The study emphasized that rural consumers newlinegave more importance to the quality of the FMCG brand they bought rather than the newlinenormative influences or social appeal vide celebrity endorsements in the mass media. The newlinesatisfaction level of consumers also depends on product specific and market wide factors. newlineThis study also helps to determine the effect of advertisements, brand awareness, brand newlineloyalty of the rural customer towards the various FMCG brands and thus accordingly newlinecompanies can build their strategy. newlineThe result of the research can serve as a guid newline