A Study on Market Penetration of FMCG in Rural Markets in Prayagraj District

In the present competitive environment where the customer possess tremendous alternatives for selecting brands among consumer goods , it is a challenging task for a marketer to attract and retain customers . The marketer of FMCG products, uses market penetration strategy to position their product brands in the mind of the customer. With the emergence of multinational companies and wave of economic reforms in 1990’s both the national and international companies focused to tap the potential market Rural market..The government initiatives towards rural development led to the attraction of corporate house in India and around the world as the major lucrative market. Big FMCG companies and regional companies compete with one another to garner a a lion’s share in the rural market. Various social and economic factors influence the rural consumers to go for FMCG. The present study focuses on the market penetration of FMCG in rural market in Prayagraj District of Uttar Pradesh .The objective of the present study is to explore the factors influencing the rural customer preference towards FMCG and to analyze the impact of loaded factors on the satisfaction of rural consumers towards FMCG. Primary data was collected from 175 respondentsin rural areas of Prayagraj district . The focus of the study is limited to the Personal care products offered by the FMCG.