Aspects Influencing Purchase of Fast Moving Consumer Goods by Rural Consumers in Tami

Content Provider	Semantic Scholar
Author	Anbarasan, Nishanthini Phil, Martin Kumar, J. B. Senthil
Copyright Year	2014
Abstract	The Fast Moving Consumer Goods (FMCG) sector is a corner stone of the Indian economy. This sector touches every aspect of human life. The FMCG producers now realize that there is a lot of opportunity for them to enter into the rural market. The sector is excited about the rural population whose incomes are rising and the lifestyles are changing. There are as many middle income households in the rural areas as there are in the urban. Thus the rural marketing has been growing steadily over the years and is now bigger than the urban market for FMCGs. Globally, the FMCG sector has been successful in selling products to the lower and middle income groups and the same is true in India. Over 70% of sales are made to middle class households today and over 50% of the middle class is in rural India. In this process, they need to understand crucial issues relating to rural consumer behaviour and more specifically relating to different geographic regions of the country. This paper focuses on understanding factors that affect the rural purchase of FMCG in Tamilnadu India. Study was conducted in 4 districts of Tamilnadu to identify the key influencing variables. Factor analysis was used to form 24 key variables into five groups (influencing Aspects). Influence of retailers' recommendations has emerged as the most significant variable in the trust Aspects. According to the study, rural consumers in Tamilnadu consider that usage of FMCG contributes to their lifestyle. The Indian Fast Moving Consumer Goods (FMCG) industry began to shape during the last fifty odd years. The FMCG sector is a cornerstone of the Indian economy. This sector touches every aspect of human life. Indian FMCG market has been divided for a long time between the organized sector and the unorganized sector. Unlike the US market for FMCG which is dominated by a handful of global players, India's Rs. 460 billion FMCG market remains highly fragmented with roughly half the market going to unbranded , unpackaged home made products. This presents a tremendous opportunity for makers of branded products who can convert consumers to buy branded products. Globally, the FMCG sector has been successful in selling products to the lower and middle income groups, and the same is true in India. Over
File Format	PDF HTM / HTML
Volume Number	1
Alternate Webpage(s)	http://www.isrjournals.org/journals/business_management_journals/aspectsinfluencingpurchaseoffastmovingconsumergoodsbyruralconsumersintami1407920905.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article