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- Title
PURCHASING BEHAVIOUR OF RURAL CONSUMERS IN SOUTH INDIA WITH REFERENCE TO FMCG.
- Authors
RAO, K. VENKATA JANARDHAN; J., SRIVALLI
- Abstract
Unlike urban markets, rural markets are difficult to predict and possess special characteristics. The featured population is predominantly illiterate, have low income, characterized by irregular income and flow of income fluctuating with the monsoon. Rural markets face the critical issues of distribution, understanding the rural consumer, communication and poor infrastructure. The rural consumer expects value for money and owing to has unsteady and meager status of weekly income; increasing the household income and improving distribution or the viable strategies that have to be adapted to tap the immense potential of the market. This study is done with the objective of identifying the impact of marketing strategies on FMCG (Convenience products) through their purchases. The correlation between the purchases based on product, price and promotion in the selected villages will be done. The study is done through sample survey by interview method. And the Convenient products like tooth pastes, bath soaps, shampoos are selected for this study. Findings will indicate the bases for purchases, and the marketing strategies adopted will also be studied. Brand preference is the key determinant in our study.
- Subjects
INDIA; CONSUMER behavior; CONSUMERS; INDIAN economy, 1991-; FAST moving consumer goods; INCOME
- Publication
CLEAR International Journal of Research in Commerce & Management, 2017, Vol 8, Issue 8, p30
- ISSN
2249-4561
- Publication type
Article