Consumer Behavior of Rural Person
A Study of Consumer Behavior Aspects and Brand Preferences in Rural India with Reference to FMCG Sector
Prof. (Dr.) S L Gupta & Arun Mittal Abstract The Fast Moving Consumer Goods (FMCG) sector is very important for Indian economy. This sector touches every aspect of human life. The FMCG companies are now encashing that opportunity. In rural India, this is the fact about the consumers that their income is increasing and the lifestyles are changing. There are as many middle-income households in the rural areas as there are in the urban. Thus the rural marketing has been growing steadily over the years and is now bigger than the urban market for FMCGs. Globally, the FMCG sector has been successful in selling products to the lower and middle-income groups. Many companies including MNCs and regional players started developing marketing strategies to capture the rural market in depth by using innovative and modern marketing techniques. There is no doubt that consumers in rural markets should be treated differently from urban consumers because they are different on the basis of many variables. Present study is focused on understanding the various aspects of consumer behaviour and brand preference in rural market.
Prof. (Dr.) S L Gupta Professor, Birla Institute of Technology A-7, Sector-1, NOIDA (M) 09811230453 E-Mail: slgupta_1965@yahoo.co.in Arun Mittal Faculty, Birla Institute of Technology A-7, Sector-1, NOIDA M 09818057205 E-mail: mittalarun@sify.com adbhut_arun@yahoo.co.in
1
A Study of Consumer Behavior Aspects and Brand Preferences in Rural India with Reference to FMCG Sector
Prof. (Dr.) S L Gupta & Arun Mittal
1. Introduction The Fast Moving Consumer Goods (FMCG) sector is very important for Indian economy. This sector touches every aspect of human life. The FMCG companies are now encashing that opportunity. In rural India, this is the fact about the consumers that there income is increasing and the lifestyles are changing. There are as many middle-income
Prof. (Dr.) S L Gupta & Arun Mittal Abstract The Fast Moving Consumer Goods (FMCG) sector is very important for Indian economy. This sector touches every aspect of human life. The FMCG companies are now encashing that opportunity. In rural India, this is the fact about the consumers that their income is increasing and the lifestyles are changing. There are as many middle-income households in the rural areas as there are in the urban. Thus the rural marketing has been growing steadily over the years and is now bigger than the urban market for FMCGs. Globally, the FMCG sector has been successful in selling products to the lower and middle-income groups. Many companies including MNCs and regional players started developing marketing strategies to capture the rural market in depth by using innovative and modern marketing techniques. There is no doubt that consumers in rural markets should be treated differently from urban consumers because they are different on the basis of many variables. Present study is focused on understanding the various aspects of consumer behaviour and brand preference in rural market.
Prof. (Dr.) S L Gupta Professor, Birla Institute of Technology A-7, Sector-1, NOIDA (M) 09811230453 E-Mail: slgupta_1965@yahoo.co.in Arun Mittal Faculty, Birla Institute of Technology A-7, Sector-1, NOIDA M 09818057205 E-mail: mittalarun@sify.com adbhut_arun@yahoo.co.in
1
A Study of Consumer Behavior Aspects and Brand Preferences in Rural India with Reference to FMCG Sector
Prof. (Dr.) S L Gupta & Arun Mittal
1. Introduction The Fast Moving Consumer Goods (FMCG) sector is very important for Indian economy. This sector touches every aspect of human life. The FMCG companies are now encashing that opportunity. In rural India, this is the fact about the consumers that there income is increasing and the lifestyles are changing. There are as many middle-income