A Study on Consumer Behavior towards Fmcg Products among the Rural- Suburban Hhs of Ernakulam
- *Corresponding Author:
- Kumar NA
Research Scholar, Department of Commerce & Business Management
Karpagam University, Coimbatore, India
E-mail: [email protected]
Received November 06, 2014; Accepted November 11, 2014; Published November 18, 2014
Citation: Kumar NA, Joseph J (2014) A Study on Consumer Behavior towards Fmcg Products among the Rural-Suburban Hhs of Ernakulam. J Glob Econ 2:127. doi: 10.4172/2375-4389.1000127
Copyright: © 2014 Kumar NA, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
The rural consumers are known to earn low income, have low level of literacy, low level of brand awareness, asymmetric information, inadequate communication and transportation facilities. The Rural markets and sub-urban markets are now expanding in Kerala with ever greater penetration index, as the growth seems stunted in the urban markets. In this study, Rural & suburban areas of Ernakulam with a sample size of 100 respondents. The study intends to identify the level of influence of various factors on the purchase of FMCG products-soaps & detergents among the rural/ semi urban consumers. The study emphasized that rural consumers gave more importance to the ‘quality’ of the FMCG-personal care brands they bought rather than the normative influences or social appeal vide celebrity endorsements in the mass media.