Abstract
Consumer behaviour is a sense of how folks make decisions to spend their accessible means like time, money, effort on consumption of diverse merchandises and amenities. Fast moving consumer goods industry is in spotlight as it is growing with rapid swiftness over last decade peculiarly in rural domain. The ambition of the study is to find relation between known, accepted and purchased brands of toothpaste and shampoo product category in fmcg in rural settings. As, the knowledge of rural buying behaviour sheds the light on the consciousness of how rural patrons think, feel, argue and select amongst prevailing alternatives. That's all lead to understanding - how marketers can improve their marketing campaigns to more effectively reach the rural consumer. The conclusion was drained from the study that there is positive correlation between known, accepted/considered and purchased toothpaste and shampoo product category. Study clearly indicates that in today’s day and era rural consumer take conscious decision of purchasing and do not purchase anything and everything presented to them.
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