A STUDY ON RURAL CONSUMERS AWARENESS AND BUYING BEHAVIOUR OF FAST MOVING CONSUMER GOODS [FMCG] WITH SPECIAL REFERENCE TO COIMBATORE DISTRICT

Fast Moving Consumer Goods have become a basic necessity in human life. In this paper, an attempt has been made to find out the rural consumers awareness and buying behavior towards FMCG .A sample of 200 respondent’s was randomly selected from Coimbatore District. The selected samples are analyzed using chi-square test, correlation analysis test. It is found that three variables namely gender, type of family, monthly income is found to be significant association with consumer awareness towards FMCG products. The study also finds that occupation; monthly incomes have significant association with consumers buying behavior towards FMCG Products