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
Dr. C V Guru Prasad
, Dr. K C Mishra
Brand awareness, consumer behaviour, Fast moving consumer goods, Intricacies, Rural market, House Wife.
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.
"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", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.4, Issue 12, page no.223 - 231, December-2019, Available :https://ijsdr.org/papers/IJSDR1912045.pdf
Volume 4
Issue 12,
December-2019
Pages : 223 - 231
Paper Reg. ID: IJSDR_191199
Published Paper Id: IJSDR1912045
Downloads: 000347248
Research Area: Engineering
Country: -, -, -
ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJSDR(IJ Publication) Janvi Wave
