Usage and recall of FMCG brands by rural consumers and relevant facts


  • Savanam Chandra Sekhar Faculty of Business Administration, Jawaharlal Nehru Technological University Kakinada
  • R. Padmaja Faculty of Business Administration, Krishna University


India is a country of villages. It has mammoth rural population of 833 million spread over 640,867 villages. Rural markets are small in size, distantly scattered and heterogeneous. They provide awesome opportunities for fast moving consumer goods (FMCG) companies. Rural consumers aspire to use brands rather than just commodities. At this juncture, understand rural consumer usage of FMCG brands and awareness is perceived appropriate. The objective of this research paper is to study the usage and recall of FMCG brands by rural consumers in Prakasam district of Andhra Pradesh in India. Thus, a modest attempt is made in this paper to divulge relevant facts of the topic with empirical data. This article is quite useful to the stakeholders of rural marketing.


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