A Study on Rural Consumer Buying Behaviour towards Select Fast-Moving Consumer Goods in Coimbatore District

Abstract

The study aims at evaluation of the criteria of rural consumer buying behaviour with special reference to select FMCG (Fast Moving Consumer Goods) products. This study concentrates on Indian and multinational consumer durable and Fast Moving Consumer Goods (FMCG) companies identified the vast potential of the rural markets and have attempted to target these markets. The increasing penetration of electronic media and advertising into rural areas has also facilitated this. The study reveals that, the manufacturers and the marketers should concentrate on brand value that is the quality, utility and reliability of their products. It is identifying that, the family influence on buying behaviour of rural consumers and identify the choice of various consumer items and there used Simple percentage and Rank Analysis.