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The present study aims to identify the demographic variables that influence rural customers’ decision-making rules in the process of purchasing fast-moving consumer goods (FMCGs) products. Five FMCG personal care products are taken into consideration for the study. A multistage proportionate sampling procedure was adopted and 550 respondents were selected for the study. The regression model enables the marketers to identify the key demographic variables which affect the decision-making rules used by rural people. The study concludes that consumers’ decision-making rules are influenced by rural consumer’s educational backgrounds and the number of family members under the age of 18 years. In the context of FMCG products, our research assists marketers in designing strategies that take into consideration the needs and demands of rural residents. Further studies possibly will be expanded to include other FMCG product categories such as domestic care, food, and beverages.

Consumer behaviour and its extensive knowledge has been a backbone of the marketing strategy of every firm, a comprehensive and inclusive study of all its aspects become authoritative for the success of an organisation. The main purpose of this paper is to identify rural shopper’s behavior in Himachal Pradesh, India. Quantitative approach was applied and Self-administered questionnaire was used to collect data from 550 rural shoppers. Chi square goodness to fit test is used for analysis of data. Exploration on the subject found that rural people are aware about FMCG and before consumption they acquire prior knowledge about the product. Brand is preferred over price by the rural customers. Likewise, rural customers purchases the product according to their need. This study delivers important insights for market segmentation, marketing managers and policy makers.

Shoolini prides itself on a proficient and accomplished team of faculty members. Our students learn from some of the best teachers in India. The faculty members are trained and educated at the best universities of the world such as National Cancer Institute, USA, NIH, USA, IISc and Oxford.We would like to acknowledge the encouragement and patronage provided by our esteemed Chancellor, Prof. Prem Kumar Khosla for conducting 'Two days Yogananda International Conference on Contemporary Issues in Social Sciences-YICCISS 2021. Creating a research oriented culture at Shoolini University is remarkable and to achieve this end, our gratitude is also extended to our Honorable Vice Chancellor, Prof. Atul Khosla for his unconditional and motivational support. Sustaining the same research culture requires a strong and clear pathway for which we would like to acknowledge the important contributions of Honorable Pro Chancellor, Mr. Vishal Anand for always being a constant support for us. Our sincere thanks go as well to our Registrar, Dr. Sunil Puri for proving his all-time pearls of wisdom to achieve this objective. Finally, we thank Faculty of Management Sciences and Liberal Arts superb team for their continuous and unconditional support in making this conference a success.