LEVEL OF CONSUMPTION OF FAST MOVING CONSUMER GOODS BY RURAL CONSUMERS – AN ANALYTICAL STUDY

Ever since independence of India, because of some obvious reasons, marketing acquired a largely urban bias. It was the green revolution in the seventies which provided a much-needed boost to agriculture-based rural economy in the country. Subsequently, many firms started showing interest in the rural markets and extend their penetration to reach smaller village and towns. Further, now-a-days rural consumers are behaving like urban consumers towards the urban lifestyle, fashion, taste, preferences, etc. This necessitates making an attempt on the level of consumption of Fast Moving Consumer Goods (FMCG) and the scope of the study is restricted to analyze the consumption pattern and the level of consumption of rural consumers in Madurai District of Tamil Nadu in India. It is concluded from the study that the level of consumption of rural consumers is low and there is vast scope for marketers to market FMCG in rural areas