English

Abstract

Rural marketing is very wide in itself. In general the rural marketing may be defined as the process marketing the product in the rural areas. It includes the implementation various marketing strategies and policies in rural market with the intention to convert the needs and wants rural people into demand. Through this paper the author wants to know about the rural market and their impact on the FMCG products. This paper will critically examine the current status the Indian rural marketing. It analyzed the problems prevail in the rural marketing. An analysis the consumer and shopkeeper has also been done with the help questionnaire though which the opinion the shopkeeper and consumer are taken to get the practical insight. KEYWORDS: Rural, FMCG and 4A approach. INTRODUCTION: Rural marketing is a very wide term. It is process identifying the needs and wants customer and accordingly designing the 4Ps to meet the specific requirement the rural customers. As we know that 70% India's population is living in the rural area and there is huge scope which is still untapped by the marketer. It brings my curiosity to find out the challenges and prospects available in the rural market. I have chosen FMCG products, because FMCG products are those products which are used by every individual in their day to day life. FMCG products are sold quickly at a lower price. FMCG products have a short life, because the product deteriorates very fast or the demand or frequency use these kinds products is high as compared to the durable products. In this paper the author tried to know the challenges faced by the companies in the case FMCG products. OBJECTIVES: 1. To identify the major problems in tapping the rural market. 2. To identify the potential FMCG product in India. 3. To analyze the consumer behavior in the rural areas. LITERATURE REVIEW: R. Sivanesan (2014) in his research found that with the increase in purchasing power and disposable income. Improvement in the road systems linking the villages has led to a systematic product distribution system. Earlier, there was a trickle down of the stocks observed to the buyers in the interior villages. These days, companies use delivery cum promotion vans that travel 8-10 hats/markets daily as a part direct contact with villagers. Singh Priyanka (2013) in her finding stated that in rural marketing, the vast spectrum courses to be followed require special care and attention with respect to the product, its quality, packaging, brand, pricing, advertisement, personal selling and channel distribution. Verma and Munjal (2003) identified the major factors in making a brand choice decision namely quality, price, availability, packaging and advertisement. The brand loyalty is a function behavioral and cognitive patterns a customer. The age and demographic variables affect significantly the behavior and cognitive patterns the customers while other demographic characteristics such as gender and marital status are not significantly associated with these behavior and cognitive patterns the consumers. Singh A.K. (2014) in his finding stated that, in