An Assessmental Study on Factors Affecting Purchase Decision Based on Awareness, Affordability, Adoptability and Availability of FMCG Products in Rural India

The word marketing is suggested as an organisational phase and a set of procedures that connect and deliver value to clients and establish consumer relationships to provide the company and its stakeholders with benefits. According to Kotlar, “Marketing is a social and management mechanism by which people and groups obtain what they need and want by producing, providing and freely exchanging useful goods and services with others.” Rural marketing is another marketing practise where one of the protagonists belongs to the rural area. Some goods and services that were once considered to be the copyright of urban users have been promoted by the emergence of electronic media and its reach to rural India. Since the rural population has great potential, a number of businesses, including multinationals, have begun to attract rural consumers in the last decade or so. This means that rural marketing includes the input and output marketing between rural areas and other topographical areas of goods or services. Such ads is merchandise that has been explicitly developed for non-urban customers, along with glossaries that specifically address their needs and familiarise them with items they are not aware of. The aim of this paper is to learn about rural markets and the factors influencing rural consumers ‘ purchase decisions for HUL’s FMCG products. The paper aims to explain the rural market, its importance, and the current rural market scenario in the sense of FMCG goods. The main objective of the research is to evaluate the intensity and opportunities of HUL’s FMCG in India’s rural markets , especially in the U.P. East and discuss the different problems that the rural marketer faces.

Author(s) Details

Dr. Mohd Shuaib Siddiqui
Department of Business Administration, Integral University, Lucknow, Uttar Pradesh, India.

Prof (Dr). Aftab Alam
Department of Business Administration, Integral University, Lucknow, Uttar Pradesh, India.

Jaziba Haroon Siddiqui
Department of Business Management, Aligarh Muslim University, Aligarh, Uttar Pradesh, India.

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