slugA Study on Factors Affecting Purchase decision Based on 4 A’s (i.e. Awareness, Affordability, Adoptability and Availability) in reference to FMCG Companies in Rural India. (A Case Study of Hindustan Unilever Limited in Bhopal)
Journal Title: International Journal for Research in Applied Science and Engineering Technology (IJRASET) - Year 2014, Vol 2, Issue 4
Abstract
The Indian rural market has been growing at 3 - 4% per annum, adding more than 1 million new consumers every year and now accounts for close to 50% of the volume consumption of fast - moving consumer goods (FMCG) in India. The market size of the fast moving consumer goods sector is projected to more than double to US$ 23.25 billion by 2010 from the present US$ 11.16 billion. As a result, it is becoming an important market place for fast moving consumer goods as well as consumer durables. Also the Purchasing pat terns have been changing which can be seen as an evolutionary approach. As per the analysis by ASSOCHAM, Companies like Hindustan Unilever Ltd and Dabur India originates half of their sales from rural India. While Colgate Palmolive India and Marico constitutes nearly 37% respectively, however Nestle India Ltd and GSK Consumer drive 25 per cent of sales from rural India. From last few years, the growth of Indian economy registered substantial increase in purchasing power of rural India which attracts the Indian Inc. & MNCs. Simultaneously in reference to FMCG products, the saturated urban market forced to companies to tap the virgin Indian rural market. This paper highlights factors responsible for the boom in rural marketing, consumer’s preference for FMCG products based on 4 A’s (i.e. Awareness, Affordability, Adoptability and Availability). The study is an analytical in nature. Convenient sampling method has been adopted for administering the questionnaires. Questionnaire / schedule have been administered to total 200 in Respondents of rural areas of Bhopal district. Secondary data have been collected from reputed journals, websites and magazines. Indian rural market has a huge size and demand base. The rural market has changed significantly in the past one decade. In today’s scenario, Consumer is the king because he has got various choices around him. If you are not able of providing him the desired result he will definitely switch over to the other provider. Therefore to survive in this competitive competition , you need to be the best.
Authors and Affiliations
Dr. A. K Singh , Imran Mehraj Dar
Keywords
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