A STUDY ON RURAL CONSUMER BEHAVIOUR TOWARDS SELECTED FAST-MOVING CONSUMER GOODS IN COIMBATORE DISTRICT

With the far-reaching changes in rural India by means of the agricultural revolution, spread of education, improved infrastructure, better banking facilities etc., signi cant changes have been noticed in the buying and consumption patterns of the rural consumers. The concept of Rural Marketing in Indian Economy has always played an in uential role in the lives of people. In India, leaving out a few metropolitan cities, all the districts and industrial townships are connected with rural markets. The concept of rural marketing in India has often been found to form ambiguity in the minds of people who think rural marketing is all about agricultural marketing. However, rural marketing determines the carrying out of business activities bringing in the ow of goods from urban sectors to the rural regions of the country as well as the marketing of various products manufactured by the non-agricultural workers from rural to urban areas. The Indian FMCG market has slowed down in growth for sometimes. From a growth rate in excess of 12 per cent in early 90's it has registered only 4.4 per cent odd so in the last ve years. In the last ve years, the GDP has grown by a Current Account Growth Rate (CAGR) of close to 6 per cent at real prices. So FMCG business is not even growing at the pace of the domestic economy.