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Institute of Agribusiness Management, S.V. Agricultural College, ANGRAU, Tirupati-517502.
The paper entitled “Buying behavior of rural consumers towards selected Fast Moving Consumer Goods (FMCG)” was undertaken to investigate the awareness, perception, buying pattern of rural consumers for factors like price, quality parameters, discounted offers, switching facility, packaging aspects, quantity, availability, variety, purchase experience. affecting the purchasing behavior of rural consumers and constraints faced by them while purchasing the FMCG products. Dental care, soft drinks, soaps, detergent powder, and biscuits are the products chosen for this survey. Krishna district was specifically chosen for the study because the researcher is from there. Two mandals were chosen at random from among the 53 mandals in the Krishna district. It was found that most customers are willing to purchase things from Kirana stores since it is easy for them, when compared to supermarkets, haats, and online shopping. Few customers choose to buy FMCG products from their favorite stores three times a year, with the majority choosing to do so once each month. When compared to information from friends, it was found that television is the most popular information source for purchasing FMCG products most of the villagers were having TV at their homes.
KEYWORDS: Fast Moving Consumer Goods, Rural consumers, Buying behaviour, Awareness.