A COMARATIVE STUDY OF ADVERTISING, SALES PROMOTION, STRATEGIES AND CHALLENGES IN FMCG OF RURAL MARKETING

Author Name: 1Ashwini M Bandall, 1Geeta Mahalaxmi B, 1Achala Nana Sankapal, 1Mahesh Dhaduti, 2Dr. Bhargav Revankar

Volume: 01 &  Issue:

Country: India

DOI NO.: 08.2020-25662434 DOI Link: http://www.doi-ds.org/doilink/01.2021-22834918/UIJIR

Affiliation:

¹MBA Students, Global Business School, Hubli, India

²Associate Professor, Global Business School, Hubli, India

ABSTRACT

The word “Rural” is so much associated with agriculture and farmers. Rural marketing is converting the purchasing power of rural consumer into effective demand for specific products and services and moving them to the people in rural areas to create satisfaction and a better standard of living. Beside food, health and wellness, hygiene and immunity boosting products are now at the forefront of consumer demand even in the rural market. The objective of the study states that; 1.To study the present scenario of rural market. 2. To study the major challenges and identify the opportunities available in the rural market. The hypothesis of the study states that; Ho 1: There is no association between age group and influence to buy the product.Ho 2: There is no significant relationship between average expenditure among male and female. Ho 3: There is no association between occupation and reason for buying. Methodology: primary data through collected using online questionnaires and secondary data through relevant website, research article and discussion. About 323 respondents where samples for the descriptive research with SPSS Software. Findings; Most of the male and female respondents are students and farmers including job holders, businessman and others, Most of the respondents are aware of ITC FMCG products and HUL FMCG products but, they are not much aware of Marico FMCG products. Hence, the conclusion of the study reveals that Rural people are aware of FMCG Products especially ITC FMCG products but, not many customers are aware of brands like Marico and Dabur.

Key words: Rural Market, FMCG, Rural Customers