“Brand preference of rural Consumers towards Fast Moving consumer goods”.

Rural consumers today are aware of different brands of products and services than before and are more demanding and prefer branded products. Their needs, preferences and factors influencing their purchases are entirely different from one product to another and from urban consumers. In order to achieve success in the rural markets, companies have to reach, acquire and retain rural consumers. Hence, this study has been undertaken to know the brands preferred by the rural consumers and the factors influencing them to buy different fast moving consumer products. The study reveals that different factors influences the rural consumers in purchasing different fast moving consumer products and rural consumers are health conscious in respect of food products.