Pre Purchase Behaviour for Selected FMCG Products of Rural Consumer of Punjab

Abstract

FMCG sector is avital contributor inIndia’s GDP. Major fragment of India’s population resides in rural areas and with rise in interest of rural consumer to purchase FMCG product because of reasons like rise in income, willingness to improve their hygiene and living standard, FMCG companies need to understand the buying behaviour of rural consumer and accordingly draft their strategies . In this study, endeavor has been made to identify the variableswhich has an impact on the buying decision for Fast Moving Consumer Goods (FMCG) product – Shampoo and Hair Oil on rural consumer of Punjab. A sample size of 500 respondents from rural Punjab has been taken for the study. It was found that factors like quality of the product have a major impact of the buying decision of rural consumer of Punjab.