Rural Consumers’ Decision Making Styles with reference to the Purchase of FMCG

The main purpose of the study is to evaluate the decision making process of the rural consumers with reference to the purchase of FMCG products. The study is descriptive in nature and a sample size of 700 consumers was chosen from six taluks of Coimbatore district. Multi stage sampling method was adopted and the result of the study shows that rural consumers are vigilant while purchasing FMCG goods and show significant influence in the marketing factors. The study also indicates that psychological variables can elucidate some of the variances in decision making styles among consumers. Retailers and marketers can use this information to be more tactical in the way they improve their forecasting.