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International Journal of Scientific Development and Research - IJSDR
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Paper Title: The Intricacies of Rural Marketing leading to Branding of Fast Moving Consumer Goods: A study conducted on Women behaviour especially for Educated House Wives in Tumakuru District, Karnataka, India
Authors Name: Dr. C V Guru Prasad , Dr. K C Mishra
Unique Id: IJSDR1912045
Published In: Volume 4 Issue 12, December-2019
Abstract: The educated House wives play a major role in monthly budget, Decision making and in handling the regular purchase for the house in fast moving consumer goods. They are aware as well as able to understand the requirements of the each and every person in their family and try to fulfill those requirements accordingly in reasonable price. The Tumakuru district rural market has got great potentials for branded fast moving consumer goods. Rural consumers too need the quality oriented products. While entering into this rural market, marketers need to study the consumer behavior, Existing brands, fast moving consumer goods market growth, Impact of Advertisements & sales promotions programs and Intricacies already faced in such markets. The aim of this study is to examine the awareness of various brands in Fast moving consumer goods, Intricacies of Tumakuru rural market, consumer behaviour patterns and Impact of advertisements on brand awareness and brand building carried out in all the 10 taluks of Tumakuru district, Karnataka India. The study is mainly based on primary data collected through a well framed and structured questionnaire with five-point Likert scale to elicit the well considered opinions of the respondents. The study is confined to 10 taluks namely Tumakuru, Chikkanayakana Halli, Gubbi, Koratagere, Kunigal, Madhugiri, Pavagada, Sira, Tiptur and Turuvekere of Tumakuru district. The 100 educated House wives are used as respondents by market survey adopting non random based convenience sampling technique for a period of 5.5 years from July 2012 to Dec 2017. The information gathered through the questionnaires were analyzed with the help of recommend statistical technique namely Chi square and one way ANOVA.
Keywords: Brand awareness, consumer behaviour, Fast moving consumer goods, Intricacies, Rural market, House Wife.
Cite Article: "The Intricacies of Rural Marketing leading to Branding of Fast Moving Consumer Goods: A study conducted on Women behaviour especially for Educated House Wives in Tumakuru District, Karnataka, India", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.4, Issue 12, page no.223 - 231, December-2019, Available :http://www.ijsdr.org/papers/IJSDR1912045.pdf
Downloads: 00060115
Publication Details: Published Paper ID: IJSDR1912045
Registration ID:191199
Published In: Volume 4 Issue 12, December-2019
DOI (Digital Object Identifier):
Page No: 223 - 231
Publisher: IJSDR | www.ijsdr.org
ISSN Number: 2455-2631

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