TITLE

Marketing Of Fast Moving Consumer Goods (FmCGs) In Rural Markets - A Study In

Madya District Of Karnataka

The specific objectives are

1. To analyze the distribution management of Fast Moving Consumer

Goods (FMCGs) in rural market,

2. To examine the brand preference for selected products of different

FMCGs,

3. To study the promotional strategies employed by FMCGs in rural market.

Major Findings of the study

1. Each retail shop is attracting 300-500 customers per day

2. Ninety five per cent of amount paid by the retailers to distributor is in

cash.

3. Large number of retailers purchases the FMCGs from Mysore district.

4. The margin extended on FMCG to distributors was maximum 8 per

cent and retailers 16 per cent of the MRP.

5. T V mode of communication through advertisement playing a major

role by the promotional carried by the companies (44%).

6. It is found that more 41 years age group people are not much
influence advertisements while buying FMCG.

7. Seventy six per cent of consumers age group below the 40 years
influenced by advertising while buying FMCG product.

8. The margin extended on FMCG to distributors was maximum 8 per

cent and retailers 16 per cent of the MRP.

9. People in rural area prefer to purchase small quantity of products. In

India, the majority of the population is purchasing its necessities on
a daily basis and they cannot afford to purchase big-unit packs
because majority of the people are daily wage earners.

10. Majority of the agriculturists in rural areas were influenced by word

of mouth and retailer recommendation. Most of the professionals and
students were influencing for buying the branded products due to
advertisements because high literacy level among these group of
respondents.
11. Influence to buy the branded products due to advertisements is more
on large size of villages followed by medium and small size villages.