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Buying Behaviour of Rural Consumers: Impact of Advertisements on FMCG Purchases in Rural Uttarakhand

International Journal on Customer Relations

Volume 4 Issue 2

Published: 2016
Author(s) Name: Hitesh Kumar Pant, Pratibha Pant, Amit Joshi | Author(s) Affiliation: faculty of Commerce & Management, Kumaun University Campus, Bhimtal, Nainital, Uttarakhand, India
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Rural markets in India have assumed significance in the recent past with the growth of the Indian economy. More income & employment opportunities in rural areas have increased the purchasing power of rural consumers. The present study seeks to read the minds of the rural consumers regarding FMCGs. Toilet/bath soaps have been taken as sample to represent this category. The rural areas of the lower Himalayas and the Sivaliks in the Kumaun Region of Uttarakhand state in India have been explored to read the minds of the rural consumers. Interviews, discussions, and observations provided the required data for analysis. Data synthesis, compilation, organization, and interpretation were done with the help of SPSS 17 software.

Keywords: CB-Consumer Behaviour, STP-Segmentation, Targeting & Positioning, FMCG-Fast Moving Consumer Goods, HUL-Hindustan Uni Liver

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