Consumers’ Shopping Behaviour of Fast Moving Consumer Goods in Rural Communities

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dc.categoryBook Chapter
dc.contributor.authorShanthi, P
dc.date.accessioned2017-04-09T00:49:23Z
dc.date.available2017-04-09T00:49:23Z
dc.date.issued2011
dc.departmentCommerceen_US
dc.description.abstractThe 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.en_US
dc.identifier.urihttps://ir.avinuty.ac.in/handle/avu/3026
dc.langEnglishen_US
dc.publisher.nameIMPACT OF MICRO FINANCE IN ENHANCING COMPETITIVENESS AND GROWTH OF RURAL MARKETS IN INDIAen_US
dc.publisher.typeNationalen_US
dc.titleConsumers’ Shopping Behaviour of Fast Moving Consumer Goods in Rural Communitiesen_US
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