To identify the best brand of FMCG products -A study carried out on rural masses

FMCG is an acronym for Fast Moving Consumer Goods, which refer to things that we buy from local supermarkets on daily basis, the things that have high turnover and are relatively cheaper. Traditionally, FMCG has been a term synonymous with supermarket packaged goods. These products typically attract high volume sales at a low dollar value. However the definition of fast moving consumer goods may in fact be in need of revision due to changing consumer buying patterns and the evolution of retailing. Supermarkets are offering consumers the choice of hot foods ready to go, chilled meal components and fully prepared meals. As the boundaries blur between retailers of groceries, liquor, petrol and fast foods, we are seeing the rise of retail outlets offering a variety of products as never before, reflecting market forces in the deregulated market environment. Habitual buying behaviour and low consumer involvement often present challenges to the marketer of FMCG brands. Certain other sectors may have these factors in common. Although fast food companies and oil companies offer a unique blend of products with an important service component and are in complete control of the selling environment, it could be argued that their brand management programmes are becoming very similar to those of packaged grocery brands. According to Mr. D. Shivakumar, Business Head (Hair), Personal Products Division, Hindustan Lever Limited, the money available to spend on FMCG (Fast Moving Consumer Goods) products by urban India is Rs. 49,500 crores as against is Rs. 63,500 crores in rural India. The purchasing power in rural India is on steady rise and it has resulted in the growth of the rural market. The market has been growing at 3–4 percent per annum adding more than one million new consumers every year and now accounts for close to 50 percent of volume consumption of FMCG. The growth rates of lot of FMCG are higher in rural markets than urban markets For the purpose of this research paper and to define the boundaries, Fast moving consumer goods have been widened to include wine, beer, fast food and oil company brands as well as the more conventional food and non-food packaged goods like toothpaste, soap, detergent powder and shampoo.