A Study on Factors Affecting Purchase Decision Based on Awareness, Affordability, Adoptability and Availability of FMCG products in Rural India

Abstract

The word marketing is proposed as an organizational steps and a sequence of processes which creates communicates and deliver value to customers and maintains customer partnerships in order to provide advantages to the organization and its stake holders. According to Kotlar “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others”. Another marketing activity is rural marketing where one protagonist participant belongs to the rural area. This signifies that rural marketing comprises of input and output marketing of products or services between rural areas and other topographical areas. Such marketing is merchandise that has been specifically designed for the non-urban consumers along with the glossaries which in particular suits their needs and to make them acquainted about the products which they are not aware of. The motive of this paper is to know about the rural markets and the factors which affect the buying decision of rural consumers on HUL’s FMCG products. The paper attempts to comprehend the rural market, significance and present scenario of rural market in the context of FMCG products. The principal objective of the study is to analyze the strength and opportunities of HUL’s FMCG in rural markets of India especially in U.P. East and investigate various problems that are being encountered by the rural marketer.