Understanding rural-suburban buying behaviour: A study with special reference to FMCG products in Mysore
Harshitha Mallik
consumer buying behaviour, FMCG, consumer awareness, consumer satisfaction
Fast moving consumer goods are the goods which are now become an essential part of our daily life. We all require these products to fulfil our daily need requirements. The rural consumers are known to earn low income, have low level of literacy, low level of brand awareness, asymmetric information, inadequate communication and transportation facilities. The rural consumers purchase only when it is extremely needed and they generally do not buy because of persuasive promotional offer. The rural markets and sub-urban markets are now expanding with ever greater penetration index, as the growth seems stunted in urban markets FMCG products have emerged as major product category. The paper is base on secondary data with simple statistical tools and technique. Various researchers have found that rural and suburban Indian consumers have different needs and wants. These differences have revealed a huge marketing potential for MNCs and other foreign investors, who try to explore rural regions for marketing opportunities. This paper focused on the important factors affected the rural-suburban behaviour of FMCG products. The findings of this study indicate that price, brand name, quality, availability, packaging and so forth were the important factors influencing rural-suburban consumer’s purchase decisions. The study also focused on the important aspects such as the effective modes of communication, reasons for switching brands, filling patterns and satisfaction level among the rural consumers. The rural-suburban consumers gave more importance to the ‘quality’ of the FMCG personal care brands they bought rather than the normative influence or social appeal vide celebrity endorsements in the mass media.
Article Details
Unique Paper ID: 151044

Publication Volume & Issue: Volume 7, Issue 11

Page(s): 470 - 473
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