Rural Consumer Behavior with Regard to Selected Fmcgs Consumption Patterns and Brand Usage: a Study
Rural Consumer Behavior with Regard to Selected FMCGs Consumption Patterns and Brand Usage: A Study
A Sarangapani* and T Mamatha**
Marketing of FMCGs (Fast Moving Consumer Goods) plays a pivotal role in the growth and development of a country irrespective of the size, population and the concepts which are so interlinked that, in the absence of one, the other virtually cannot survive. It is a fact that the development of FMCG marketing has always kept pace with the economic growth of the country. Both have experienced evolutionary changes rather than revolutionary changes. The objective of modern marketing is to make profits by delighting the consumers by satisfying their needs and wants. Hence, the marketers of FMCGs have to understand the real needs, wants, beliefs and attitudes of the consumers towards their products and services. Today, network marketing is a multi-billion dollar business. A number of companies have adopted this business model. It is one of the main driving forces of the 21st century economy. This article highlights the characteristics of rural respondents in terms of demographic, political, economic and sociocultural background. Finally, before concluding, it also analyzes the consumption patterns, brand usage and brand shifting of different FMCGs.
Introduction
With the increase in purchasing power and the demand for a wide varietyof products by the rural consumers, the rural markets offer new and greater opportunities to manufacturers of several consumer and industrial products in India. To tap this vast and expanding market, companies are developing effective marketing and advertising strategies based on their study and understanding of the rural consumer behavior. There are certainly significant differences in the buying behavior of the rural consumers from the stand point of product development, pricing policies, distribution, and after-sales service, which create differences in requirements for marketing strategies in rural India.
A Sarangapani* and T Mamatha**
Marketing of FMCGs (Fast Moving Consumer Goods) plays a pivotal role in the growth and development of a country irrespective of the size, population and the concepts which are so interlinked that, in the absence of one, the other virtually cannot survive. It is a fact that the development of FMCG marketing has always kept pace with the economic growth of the country. Both have experienced evolutionary changes rather than revolutionary changes. The objective of modern marketing is to make profits by delighting the consumers by satisfying their needs and wants. Hence, the marketers of FMCGs have to understand the real needs, wants, beliefs and attitudes of the consumers towards their products and services. Today, network marketing is a multi-billion dollar business. A number of companies have adopted this business model. It is one of the main driving forces of the 21st century economy. This article highlights the characteristics of rural respondents in terms of demographic, political, economic and sociocultural background. Finally, before concluding, it also analyzes the consumption patterns, brand usage and brand shifting of different FMCGs.
Introduction
With the increase in purchasing power and the demand for a wide varietyof products by the rural consumers, the rural markets offer new and greater opportunities to manufacturers of several consumer and industrial products in India. To tap this vast and expanding market, companies are developing effective marketing and advertising strategies based on their study and understanding of the rural consumer behavior. There are certainly significant differences in the buying behavior of the rural consumers from the stand point of product development, pricing policies, distribution, and after-sales service, which create differences in requirements for marketing strategies in rural India.
Bibliography: 48 The Icfai University Journal of Brand Management, Vol. V No. 3, 2008 , 4 52 The Icfai University Journal of Brand Management, Vol. V No. 3, 2008 , Appendix