CONSUMER PERSPECTIVE ON LOGISTICAL AND SUPPLY CHAIN CHALLENGES: A COMPARATIVE STUDY OF RURAL AND URBAN MARKETS IN FMCG

This research paper explores the logistical and supply chain challenges faced by consumers in rural and urban markets with respect to Fast-Moving Consumer Goods (FMCG). By examining factors such as delivery lead time, product availability and stockouts, delivery costs, order accuracy, and customer satisfaction. The study aims to determine where consumers encounter more significant difficulties. Data was collected through surveys and interviews with consumers from diverse demographic backgrounds, alongside an analysis of existing supply chain operations. The findings reveal that rural consumers often face challenges related to limited product availability, longer delivery times, higher prices, and poor service quality due to inadequate infrastructure and infrequent restocking. In contrast, urban consumers experience delays due to traffic congestion and high demand, occasional stockouts, price sensitivity, and higher service expectations. This comparative analysis highlights the need for tailored supply chain strategies to address the unique challenges in rural and urban markets. Recommendations for FMCG companies include improving infrastructure and transportation networks in rural areas, optimizing delivery routes in urban centres, leveraging technology for better inventory management, and enhancing customer service to improve overall consumer satisfaction.Keywords: FMCG, Consumer Behaviour, Logistical Challenges, Supply Chain, Rural and Urban Markets, Product Availability