A study of Brand preference among Rural and Urban consumers

PRAMOD PATIL

Abstract


The Fast Moving Consumer Goods (FMCG) sector is a corner stone of the Indian economy which touches every aspects of human life. FMCG products are consumed frequently by every section of the society, rural as well as urban. Nowadays, rural consumers are also using branded products in almost all product categories. The changing marketing environment is reducing gap between rural and urban consumers. Still due to differences in socio-cultural environment, significant difference is observed between rural and urban consumer’s behavior. These factors may result in difference of rural and urban consumers’ brand preference. This paper discusses about rural and urban consumer’s brand preference for selected FMCG brands.


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ISSN : 2251-1555