Consumer attitude and rural consumer buying behavior towards fmcg products

Rural marketing is an untapped market in India. The attribute of rural consumer is poised by lack of education and awareness, low income levels where income comes in seasonal basis. In Indian economy the Fourth largest sector is Fast Moving Consumer Goods (FMCG) sector. The house hold consumables such as packaged foods, beverages and Personal Care accounting for 50 percent of FMCG sales in India. Various factors influence rural consumers to make buying decision of FMCG products which includes, low price, convenient packaging, immediate need, availability, quality, lifestyle, economic condition, advertisements, offers, discount. FMCG firms adopting various marketing strategies to attract and retain rural consumers. This paper helps to establish the key factors determining consumer attitude and buying behavior of rural consumer towards FMCG products.