Consumer Buying Behavior Toward FMCG Products in Urban and Rural India
Keywords:
Consumer Behavior, FMCG, Urban Market, Rural Market, Purchasing Decisions, Marketing StrategyAbstract
This study examines the contrasting patterns of consumer buying behavior toward Fast-Moving Consumer Goods (FMCG) products in urban and rural India. The research explores how demographic, cultural, psychological, and economic factors influence purchasing decisions across these two distinct segments. Urban consumers are characterized by brand consciousness, convenience orientation, and digital engagement, whereas rural consumers display price sensitivity, trust-based decision-making, and preference for locally available goods. With the rapid expansion of media access, internet connectivity, and rural development programs, the behavioral divide between these markets is gradually diminishing. The study highlights how FMCG companies adapt marketing strategies—such as differential pricing, product customization, and localized promotions—to cater to diverse consumer preferences. By providing a comparative analysis of urban and rural consumption patterns, this research contributes to a deeper understanding of India’s evolving FMCG landscape and offers insights for more inclusive and effective marketing strategies.
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