A Study on Consumer Behaviour Towards FMCG Products in Rural Areas of Farrukhabad District

Abstract

This study examines the FMCG product purchasing habits of rural residents in the Farrukhabad district of Uttar Pradesh. Finding the elements impacting brand loyalty and purchasing decisions is the primary goal. Statistical techniques that are both descriptive and inferential are employed. While descriptive statistics explain customer behaviour, correlation and regression analysis look at the connections between influencing factors and brand loyalty.

The results demonstrate that brand loyalty is significantly impacted by psychological elements such as lifestyle, perception, and beliefs. Decisions are also influenced by behavioural factors like frequency of purchases and preference for local stores. Rural customers are price-sensitive, but they place greater value on product availability, quality, and trust.

While new platforms like YouTube and WhatsApp are increasingly influencing consumers, traditional sources like word-of-mouth and television continue to have a strong position. The analysis identifies issues such restricted product The report draws attention to issues such low product availability, inadequate infrastructure, budgetary limitations, and ignorance. It recommends that FMCG companies concentrate on inexpensive packaging, enhance rural distribution, and use a hybrid marketing strategy.

In general, Farrukhabad's rural consumers constitute a rising market that necessitates tactics that strike a compromise between traditional values and contemporary trends.