STUDY OF FACTORS INFLUENCING THE PURCHASE DECISION OF RURAL BUYERS TOWARDS FMCGs

Abstract

In an era where technology governs, entrepreneurs as well as marketers visualize the need to keep up with the fast pace of change or risk being outdated. Gone are the days when a pure brick and mortar business model will thrive well in current market situation. So it is very important from a seller’s perspective to know about the purchase behavior of consumers. In this research I have put an effort to understand the buying behavior of the consumers towards FMCG products in rural market. The report is focused towards studying the impact of cultural, social, personal and psychological factors on buying behavior of rural consumers and an attempt has been made to understand perceptions of the consumers.