Consumer behaviour of rural shoppers towards nominated FMCG products in Himachal Pradesh, India

Abstract

Consumer behaviour and its extensive knowledge has been a backbone of the marketing strategy of every firm, a comprehensive and inclusive study of all its aspects become authoritative for the success of an organisation. The main purpose of this paper is to identify rural shopper’s behavior in Himachal Pradesh, India. Quantitative approach was applied and Self-administered questionnaire was used to collect data from 550 rural shoppers. Chi square goodness to fit test is used for analysis of data. Exploration on the subject found that rural people are aware about FMCG and before consumption they acquire prior knowledge about the product. Brand is preferred over price by the rural customers. Likewise, rural customers purchases the product according to their need. This study delivers important insights for market segmentation, marketing managers and policy makers.