A Study on Rural Marketing Management of Indian FMCG Product

  • D Maria Pon Reka Assistant Professor, Department of Business Administration, Sri Meenakshi Government Arts College for Women (A), Madurai, Tamil Nadu, India
  • V E Santhi Assistant Professor, Department of Commerce, Pasumpon Muthuramalinga Thevar College, Usilampatti, Tamil Nadu, India https://orcid.org/0000-0003-0108-2557
Keywords: Price-based Purchase, Rural Customers & Market, Awareness, Contribution of Urban Segment, Urban Counterparts, Innovative Strategies


FMCG is the fourth biggest sector in the Indian economy, where the urban fragment contributes about 55% to the general revenue produced by the sector. Nonetheless, with web entrance, growing mindfulness, expanding income and evolving ways of life, the FMCG market has seen faster growth in rural India when contrasted with the urban partners. FMCG products are accounted for to represent half of the complete rural spending, which is a verification of the fast growth in the semi-urban and rural consumers in the industry. This enormous growth of the rural market in India has moved the marketable combat zones for the FMCG companies from urban to rural. The rural market today is offering boundless chances to the businesses to connect with almost 33% of the area’s populace. Web infiltration has made information available for the rural Indian consumers who are affecting their purchase choices. The focal point of these consumers is moving towards esteem based purchases rather than price-based buying. They are presently considering price in examination with utility, worth, and highlights of the products. Companies that prior treated the rural market as a freedom ground for their lower-end products are presently realizing the need to concentrate on the prerequisites of the rural customers. The core of India lies in its towns, and today it is practically difficult to prevail in business on the off chance that we leave the area’s rural populace behind. Companies, particularly in the FMCG sector, need to comprehend the elements of the blossoming rural market and think of creative systems to win the trust of these potential consumers and to remain important in the market. Hence, the present study has been focused on the study on Rural Marketing Management of Indian FMCG Product and study based on secondary sources of data collections.

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