The Fast Moving Consumer Goods industry is fourth largest in the Indian economy. Many multinationals and domestic players are present in this sector. Marketing of FMCG products reached almost saturation levels in urban markets. This led many marketers to find new avenues for their products. Now, rural India is a boon for them. Rural India is a vast market with unlimited opportunities waiting to be tapped by FMCG companies. To gain advantage of this, the Indian FMCG industry is busy putting in place a parallel rural marketing strategy. Therefore, rural marketing has become the latest marketing mantra of most FMCG players. But, reaching rural markets is not an easy task. Rural markets pose critical issues of distribution, communication, infrastructure, and above all understanding the rural consumer. This book, therefore, provides a comprehensive study on nuances in rural marketing, scenario of FMCG industry and rural consumer behavior which facilitate entrepreneurs and channel members to design innovative marketing strategies to deal with the rural markets. The demographic and psychographic factors of rural consumers are analyzed statistically and derived conclusions.
