A Study on Rural Consumer Satisfaction of Fmcg in Coimbatore District

FMCG goods-which stands for Fast Moving Consumer Goods are supplied through retail marketing. FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, and packaged food products, soft drinks, tissue paper, and chocolate bars.

Fast Moving Consumer Goods (FMCG) satisfies the elemental and day-to-day household needs other than grocery, ranging from packaged foodstuff, dairy products, cooking oil, bread, butter, cereals, beverages like tea & coffee, pharmaceuticals, confectionery, biscuits, glassware, stationary items, watches, toiletries, detergents, shampoos, skin care products, cosmetics, toothpaste, dish washing liquid, shaving cream, razor, batteries, shoe polish, energy drinks, soft drinks, clothing, furniture and household accessories to electronic goods like cell phones, laptops, computers, digital cameras etc. that are usually categorized as Fast Moving Consumer Electronics or FMCEs.

The study reveals that there is a strong brand preference among rural consumers for the FMCG. So companies aiming at rural market should invest more money and time to build its brand preference, keeping in mind, low penetration pricing, appropriate promotional strategy, value for money product and to build extensive distribution network.

The present study carried out by the researcher is an empirical study in nature and the study is based on survey method