RURAL WOMEN BUYING BEHAVIOR OF SELECTED FMCG PRODUCTS IN RAIPUR DISTRICT

Abstract

The purpose of this article is to understand rural women's shopping habits and the elements that affect rural consumers' decisions to buy particular FMCGs. Convenience sampling was used to choose female respondents. Data was gathered using a standardised questionnaire and personal interviews with a representative group of 100 rural women consumers in the Raipur district. The data was analysed using percentage and Garrett ranking methods. More than half of rural consumers, according to a study, choose village shops over other stores. In villages, one out of every two customers makes FMCG purchases at their usual stores. It has been discovered that elder shoppers are more likely to recommend regular shopping. Women who are employed regularly and/or who reside close to towns typically make one monthly purchase based on their consumption patterns and financial constraints. The most popular payment method is cash. For female consumers in remote areas, promotional initiatives are far distant. Rural women are concerned with costs. They look for the best deal. Marketers must create a system to give their regular rural clients the biggest discounts and offers possible. Because women are brand loyal, marketers need to concentrate on promotions targeted specifically at them. Television advertising that target rural audiences perform better.

Keyword : Price conscious, Regular interval, Rural Women Consumer, Village shop, Word of-mouth.,