Rural Market- “Market of Today”

Rural India has the highest potential in terms of size, consumption pattern, growth rate as more than 70% of the population is living in villages. In these rural markets, FMCG sector is the pioneer in the major product category. A lot of study has been done to know the difference between the rural and urban Indian consumers and the buying pattern. Therefore, knowing about the understanding rural consumer behaviour is very important for the marketers of FMCGs because a large potential is untapped and reluctant for purchase. The main focus of this paper is on the attractiveness of the rural market, the size and age mix, the difference between the rural and urban population demand and buying behavior and challenges faced by FMCGs by the rural segment.