A STUDY ON CONSUMER BUYING BEHAVIOUR OF FAST MOVING CONSUMER GOODS IN RURAL MARKET

Today the FMCG sector is enjoying a vital role within the Indian economy.'Go rural' is that the motto of marketing gurus when analyzing the socioeconomic changes in villages.Rural marketing has been growing steadily over the years and is currently larger than the urban marketplace for FMCGs. The aim of this research work analyzes the demographic variables of consumer buying behaviour factors towards FMCG brands in the rural market in Mysuru District of Karnataka.The sampling technique used for this analysis study was the convenient sampling technique. For the aim of the study 168 respondents are chosen within the Mysuru district. The survey has utilized both primary data and secondary data.The tools used to analyze the data are Simple percentage analysis,'t' test,and ANOVA.This paper reveals that consumer behaviour is largely affected by cultural and social factors,personal factors than psychological factors.