A Study on Market Penetration of FMCG in Rural Markets in Prayagraj District

In the present competitive environment where the customer possess  tremendous alternatives  for selecting brands among consumer goods  , it is a  challenging task for a marketer to attract and retain customers . The marketer of  FMCG products, uses market penetration strategy to position their product brands  in the mind of the customer. With the emergence of multinational companies and wave of economic reforms in 1990’s both the  national and international companies focused  to tap the potential market Rural market..The government initiatives towards rural development led to the attraction of  corporate house in India and around the world as the major  lucrative market. Big  FMCG companies and regional companies compete with one another to garner a a lion’s share in the rural market. Various social  and economic factors influence the rural consumers to go for FMCG. The present study focuses on the market penetration of FMCG in rural market in Prayagraj District of Uttar Pradesh .The objective of the present study is to explore  the factors influencing the rural customer preference towards FMCG and to analyze the impact of loaded factors on the satisfaction of rural consumers towards FMCG. Primary data was collected from 175 respondentsin rural areas of Prayagraj district . The focus of the study is limited to the Personal care products offered by the FMCG. 

Rural Market, Market Penetration, FMCG, Factor analysis, Multiple Regression

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