Author(s): Madhusudan Narayan, Parimal Kumar, FCS Pooja Shukla, Prabhat Kumar Tripathi,
This study investigates the dual forces of price sensitivity ("purse") and brand consciousness ("prestige") in shaping consumer behaviour within India's Fast-Moving Consumer Goods (FMCG) sector. Drawing on a stratified sample of 1,526 respondents from both rural and urban regions of Paschim Bardhaman, West Bengal, the research adopts an integrated theoretical framework combining Keller’s Brand Equity Theory and the Price-Quality Schema. The findings reveal a clear behavioural divergence that urban consumers tend to be more brand conscious, exhibiting significantly higher brand loyalty (t = 7.719, p < 0.001). These consumers often associate brand names with quality, status, and reliability willing to pay a premium even when price-sensitive. In contrast, rural consumers demonstrate stronger price sensitivity, favouring affordability over brand prestige. They actively seek discounts (mean = 4.42), prefer smaller pack sizes (???5–???10), and show a higher propensity to switch brands during price hikes. Yet, amid these contrasts, a unifying trend emerges both rural and urban segments respond strongly to marketing cues like the “???10 tagline,” suggesting a shared susceptibility to price-based promotions. This insight highlights a powerful lever for marketers aiming to engage both segments effectively. The study underscores the importance of context-specific marketing strategies. For urban markets, prestige-oriented branding that emphasizes quality and status may prove more effective. In rural areas, where 930 million consumers about 65% of India’s population reside often under infrastructural and economic constraints value-driven propositions anchored in affordability are essential. By framing these consumer patterns through the "purse vs. prestige" lens, this research provides a nuanced understanding of the Indian FMCG landscape, offering actionable insights for marketers, policymakers, and brand strategists seeking to navigate its complex socio-economic terrain.