Volume : III, Issue : XII, December - 2013

Determinants of Buying Behaviour of Rural Consumers– with Reference to Food & Beverages

J Josephine Lalitha, Dr. N Panchanatham

Abstract :

Indian food and beverage market has observed strong growth during the past few years. Economic liberalization and rising income of middle class population have had a positive impact on consumer spending and consumption in both rural and urban areas. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to manufacturers of anded products to convert consumers to anded products. The study conducted followed both explorative and descriptive research design. Rural area around Coimbatore city is chosen as the sample population. For the study two blocks out of eight were selected and from each block two villages were chosen as the sample regions. And from each sample village thirty sample subjects were chosen for the survey, in total 60 respondents were interviewed. The study concluded that there exist differences between the perceived Thus it suggested to the FMCG manufactures & marketers to frame strategic marketing plans specifically for rural consumers.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

J Josephine lalitha, Dr. N Panchanatham Determinants of Buying Behaviour of Rural Consumers- with Reference to Food & Beverages Indian Journal of Applied Research, Vol.III, Issue.XII Dec 2013

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