Buying Behaviour of Rural Consumers Towards Fast Moving Consumers Goods

Abstract

Consumption of goods is the sole purpose of every kind of production, and that’s why manufacturers manufacture and promote their commodities to meet the consumer wants and needs. The structure of the Indian market is divided and has different markets like Rural and Urban markets. There are unique techniques of advertising and marketing that can be established to fit into the rural and urban market behaviours. This is because the rural shoppers vary in phrases of their Purchase Choices, Consumption Style, Purchase Activities, and also the Opinions towards goods. The central focus of the study is to investigate the behaviour of the rural consumers towards Fast Moving Consumer Goods (FMCG’s). In the current scenario; the rural markets are receiving much attention with the urban market diffusion. This is mainly attributed to the improvement in the economic conditions of the rural people. With the uplift of their standard of living, rural people in India are looking forward to adapting to the urban lifestyle. This change in behaviour is mainly reflected in their purchasing limit and capacity. Hence, rural markets remain to provide potential growth opportunities for the organised FMCG companies, both assorted quality of products and services in the affordable process.