In recent years, rural market of India has acquired significance, as the overall growth of the Indian economy has resulted into substantial increase in the purchasing power of the rural communities. It means units of purchase and capacity to purchase have increased over a period of time during this growth. Simultaneously behavior of Rural Consumer has also changed over a period of time as literacy level is improving in rural class. This behavioral change in the buying habit is because of highly aware and educated children. We have acknowledged the role of children in the decision making of parents for daily need purchases. The role of children in buying decision is varying as their age varies. Now rural customers are also becoming more brand conscious and this nature is resulting in the emergence of new rural Market for the FMCG companies. Now there is a need of different approach towards Rural Consumer which is differentiating urban and rural consumers.
Emotional Attachment, Rural Market, FMCG
