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Consumer Behaviour Towards Fast Moving Consumer Goods (FMCG) – A Study of Rural Consumers of North Arcot Region, Tamil Nadu
N. Md Faiyaz Ahmed, Research Scholar - Ph.D. (PT): Dr A. Khaleelur Rahman Associate Professor & Head (Retired), PG & Research Department of Commerce, Jamal Mohamed College (Autonomous), Affiliated to Bharathidasan University, Tiruchirappalli.
Pages: 1-18 | First Published: 05 Dec 2025
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Abstract

Consumer markets play a crucial role in daily demand. Consequently, this article examines the purchasing behaviour of rural consumers within specific categories of fast-moving consumer goods (FMCG) in rural areas. The rural customer is often seen as having limited knowledge. They are sensitive to prices and have less exposure to products. They are also influenced by reference groups. The paper aims to analyse rural consumer behaviour towards utilising selected categories of FMCG Products. The data was collected from 188 consumers situated in rural areas of the North Arcot Region (Currently Vellore, Ranipet, Tiruvannamalai and Tirupathur Districts) of Tamil Nadu. Descriptive analysis, Garret Ranking Analysis and Analysis of Variance (ANOVA) has been employed to analyse the data. This study found that rural consumers are price-sensitive and prefer branded products. The survey also provides substantial evidence indicating that FMCG products excel in quality and composition and found significant results from this study.

Keywords: FMCG, Consumer Behaviour, Rural Consumers, the economy and their buying decision.

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