Identification of Factors Influencing Purchase of FMCG by Rural Consumers in Bhopal District, Madhya Pradesh, India | Original Article

ABSTRACT:

ABSTRACT

India's rural areas now account for more than 573 villages and more than 70% of the country's population, making it a sizable consumer products market, who not only buy fast moving goods in a village market, but also mostly from urban outlets. FMCG has become a significant product segment for rural consumers. Companies that promote FMCG to consumers in rural areas cannot simply expand their general marketing tactics for rural consumers. Instead, they must develop solutions specifically for rural areas. They must comprehend critical difficulties with rural consumer behavior and, more precisely, issues connected to various geographical areas of the nation during this procedure. Understanding the elements that influence, Bhopal district rural FMCG purchases is the main goal of this essay. An empirical study was done in Bhopal district in Madhya Pradesh, to determine the main affecting factors. 24 important variables were grouped into five categories using analysis of variance with their correlation (influencing factors). The most important factor affecting the trust factor has revealed as the influence of retailer recommendations.