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Impact of Marketing-Mix on Rural Consumers in respect of FMCG

Abstract

Rural market is considered to be ‘a low-income, ‘sachet-market’ wherein the level of awareness is lower and preference for branded products doesn’t exist.’ These notions are rejected in this empirical research based on the primary data. The universe of the study is Uttarakhand, and the sample size used is 400. The study proves that incomes in rural areas are increasing, there exists heightened awareness and rural consumers do prefer branded products. Their buying-pattern of FMCG is either weekly or fortnightly, and they are price-sensitive. Distribution-network emerged as the biggest problem. Accordingly, rural-marketers need to revise their strategies.

Keywords: Rural, Rural Marketing, FMCG, Marketing-Mix (Product, Price, Place, Promotion).

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