Author(s): Michael Subramanian
There is a significant urban-rural divide, which can be seen in India. Companies today should understand that seventy percent of Indian population is still residing in rural areas. The need of the hour is to emphasis on an inclusive marketing system, where rural marketing is given utmost importance for sustainability of companies and economy. This research is an attempt to understand the behaviour of rural consumers during the purchase of packed food products. An attempt has been made in this study to identify the various factors which are considered by rural consumers for the purchase of packed food. The relation between the brought factors and demographic factors is also studied in this research. The data is collected using a questionnaire. The product used in this study is a FMCG which is sold as a packed food product, in the rural districts of Bengaluru. Multivariate techniques such as Factor Analysis, Anova and post-hoc tests are used for data analysis.