A study on factors influencing the rural consumer while purchasing FMCG products
First moving consumer goods (FMCG) also known as consumer packaged goods are consumed every day by the average consumer and used up over short period of days, weeks or months and within one year. The items in FMCG include all consumables (other than groceries, pulses) that people buy at regular intervals. Rural consumers' incomes are rising and willing to buy products which improve their lifestyle. With this backdrop the study entitled "A study on factors influencing the rural consumer while purchasing FMCG products" was undertaken to analyze the factors affecting the buying behaviour of rural consumers towards FMCG products and their decision making process, level according to the attributes like price, quality, free offers, packaging, replace facility, quantity, availability, variety, purchase experience with regard to FMCGs. The product chosen for this study are dental care, face powder, detergent powder and soft drink. This study reveals that how a rural consumer make decision to spend their available resources (time, effort, money) on consumption related item, their reactions towards different product features, price and advertisement, in order to ensure strong competitive advantage and their satisfaction level towards different attribute of FMCG products like price, quality, availability quantity etc. The present study concluded that the consumers prefer to buy FMCG brands from haat/mandi. Majority of the consumers stick to particular brand for more time. Advertisement is the most influencing factor while buying any FMCG brand.