• Ritesh Agrawal
• Dr. Swati Jain

Today, 70% of the population of India lives in more than six hundred thousand villages. These rural peoples are known for their low literacy rate, low income status, non-aware of brands, improper means of communication, inadequate transportation facility but have distinct norms, cultures and rituals. Rural people were more rigid with respect to their cultural values than urban and due to their distinct characteristics, marketers often fails to place their product in the rural market as the buying behaviour of rural consumer is somewhat different than that of urban consumers. This paper made an attempt to understand the buying behaviour of rural consumers with respect to FMCG products and various factors influencing their purchase decisions. FMCG has emerged as a major product category in rural consumption. Companies marketing FMCG to rural consumers cannot merely extend their general marketing strategies to rural markets. Instead, they need to devise rural specific strategies. In this process, they need to understand crucial issues relating to rural consumer behavior and more specifically relating to different geographic regions of the country. This paper focuses on understanding factors that affect the rural purchase of FMCG with the help of secondary data through the literature review.

Trust factor, Price, Sub-urban, Brand visibility, Value for money, Rural purchase, Product education

"FMCG PRODUCT BUYING BEHAVIOUR OF RURAL CONSUMER - A REVIEW", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.312-315, May-2019, Available :http://www.jetir.org/papers/JETIR1905R46.pdf

"FMCG PRODUCT BUYING BEHAVIOUR OF RURAL CONSUMER - A REVIEW", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp312-315, May-2019, Available at : http://www.jetir.org/papers/JETIR1905R46.pdf