A STUDY ON CONSUMER’S PREFERENCE TOWARDS POPULAR FMCG BRANDS IN RURAL MARKET

Abstract

The purpose of the study is to examine the brand preference in rural areas and to study the preference of the customers in branded products of Fast Moving Consumer Good (FGCG). India's rural markets have seen a lot of activity in the last few years. Since penetration levels are pretty high in most urban areas, future growth can come only from deeper rural penetration and higher consumption. As rural income increases and distribution network improves (in line with road development projects), the penetration levels are set to increase. At present, urban India accounts for 66% of total FMCG consumption, with rural India accounts for the remaining 34%. However, rural India accounts for more than 40% of the consumption in major FMCG categories such as personal care, fabric care and hot beverages.The brand preference is one of the most emerging areas in marketing everywhere so as the rural areas in Mandya district in Karnataka. This paper provides a bunch of knowledge about demand of different FMCG products in rural areas as well it also provides detail knowledge about the consumer preference towards different FMCG products.This study is conducted at Maddur in Mandya district and a sample of 100 customers from Maddur was randomly selected for this study.