Consumers’ Shopping Behaviour of Fast Moving Consumer Goods in Rural Communities
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Date
2011
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Abstract
The rural market with its vast size and demand base offers great opportunities to marketers. Two-thirds
o f the countries consumers live in the rural area and almost half o f the national income is generated in
rural market. Rural marketing is a process o f delivering better standard o f living and cpiality o f life to
the rural environment taking into consideration the prevailing rural milieu. Rural marketing has a
scenario which is entirely different from that o f the urban market. According National Council for
Economic Research, the market penetration o f Fast Moving Consumer Goods (FMCG) in rural India
is on increase. The products which have the quick turnover and relatively low cost are known as fast
moving consumer goods and that get replaced within a year The present .study entitled "Consumers'
Shopping Behaviour Of Fast Moving Consumer Goods In Rural Communities ” was carried out with the
respective o f analyzing the buyer behaviour in rural markets. The study was carried out with the sample
size o f 300 rural consumer o f FMCG selected based on non probability .sampling method namely
convenience sampling, from the study area Therampalayam, a rural area in Mettupalayam taluk of
Coimbatore city. The data were collected using a structured interview schedule and analysed using
descriptive statistics, non parametric test such as Chi-square test,^^ Friedman two-way and factor
analysis. It is concluded that the approach strategies and marketing%nx need to be modified and
examined from rural consumer perspective to be .succe.s.sful in the rural mdP>k^ts. li is concluded that the
approach strategies and marketing mix need to he modified and examined from rural consumer
perspective to he succes.sful in the rural mgrkets.