Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Rural Buying Behavior towards Select Fmcg Products

Author(s): Savanam Chandra Sekhar, Thunuguntla Mohanlaxmi Radhesyam, Kalla Poojitha, Diya Bagrecha and Gavara Satyasaiganga Akhilkumar

The aim of this paper is to comprehend the rural buying behavior and the factors influencing rural purchase towards select FMCGs. The multistage random sampling was used for the study. A structured questionnaire was administered among 1875 rural consumers in Prakasam district through personal interview method. The collected data were analyzed after testing reliability with Cronbach’s Alpha. Percentage and Garrett ranking techniques were used to analyze the data. Village shop is most preferred shop for more than half of the rural consumers. One in every two buyers visits their regular shops to make FMCG purchases in villages. Women buyers are found to be more loyal to the shop. Recommendation for regular shop is found to be higher amongst older shoppers. People who have regular income source and/or living adjacent to towns buy products once in a month based on their size of consumption and budget. Cash is most preferred mode of purchase. Promotional schemes are far away to consumers in many villages. Rural people are price conscious. They seek value for money. Rural specific budgets are to be created by corporations to encourage new shops and expand existing shops in villages. Marketers need to develop a mechanism to provide maximum discounts and offers for their regular rural customers. Marketers need to focus on women specific promotional schemes because women are shop loyal. Rural specific television advertisements better serve the purpose.

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