Volume : 5, Issue : 9, September - 2016

SATISFACTION OF RURAL CONSUMER TOWARD FMCG IN RURAL TAMILNADU

Asha. K, Dr. A. Merlin Thanga Joy

Abstract :

<p>&nbsp;The marketing scenario in India has undergone vast change since 1991 due to the economic reforms. Post-liberalization, competition intensified in every product line and market, which forced ands to redefine their norms of existence in all industries. In the FMCG industry, especially in toiletries sector there has been severe competition among the MNCs, national and local players. At the same time, penetration level of Toiletries in rural areas is very high, but per capita consumption levels remain low. In this scenario, it is very important for marketers to know the consumer behavior with respect to Toiletries, which will be very useful in adopting suitable strategies. This research paper attempts to analyze the, satisfaction, awareness, and switching behavior of consumers regarding Toiletries. It also examines the factors influencing and choices.</p>