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Research Paper | Business Administration | India | Volume 10 Issue 6, June 2021

FMCG in Rural Market: An Exploratory Study in Odisha

Sasmita Panda ^[2] | Dr. Bidhu Bhusan Mishra

Abstract: The study "FMCG in Rural Market: An ExploratoryStudy in Odisha" was conducted in Odisha with a sample size of 275 rural consumers aiming to find demographic character of rural consumer, their preference for different brands of FMCG products, effective media to reach rural consumers, availability of product with cost factor, influencing sources of information and satisfaction of the users.Irrespective of age,education, occupation, income, family composition the rural people are found to be good users of FMCG products of various brands. The products like Lifebuoy Soap, Surf Excel Detergent, Colgate Toothpaste and Clinic PlusShampoo are more preferred by the sample consumers. The purchase of these items are mostly on monthly basis and purchase decisions are influenced by TV, Newspaper, internet and sales persons. There is little gap in making preferred brand available in rural markets but needs attention. To attract consumers the attributes like, price, quality, utility, brand loyalty, discount and product size play important role which can aid to boost the business of these FMCG products.

Keywords: Sources of Information, Satisfaction, Quality Consciousness, Rural Consumer

Edition: Volume 10 Issue 6, June 2021,

Pages: 1644 - 1647