“Analysis Of Consumer Buying Behaviour Towards FMCG Products In Rural Areas Of Kushinagar District”

Abstract

This study examines the consumer buying behaviour towards Fast-Moving Consumer Goods (FMCG) products in rural areas of Kushinagar District, Uttar Pradesh. A survey of 300 rural consumers was conducted to gather data on demographics, socioeconomic factors, and consumer buying behaviour. The findings reveal that demographic and socioeconomic factors significantly influence consumer purchasing decisions, with a focus on essential products, moderate brand loyalty, and high price sensitivity. Local distribution channels and word-of-mouth promotions also play a crucial role in shaping consumer behaviour. The study provides valuable insights for marketers seeking to tap into the rural FMCG market, emphasizing the need for targeted strategies that account for the unique characteristics of rural consumers.