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MARKETING OF FAST MOVING CONSUMER GOODS (FMCGs) IN RURAL MARKETS – A STUDY IN MANDYA DISTRICT OF KARNATAKA

KrishiKosh

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Title MARKETING OF FAST MOVING CONSUMER GOODS (FMCGs) IN RURAL MARKETS – A STUDY IN MANDYA DISTRICT OF KARNATAKA
 
Creator GOVARDHAN, R
 
Contributor VENKATA REDDY, T N
 
Subject productivity, economics, markets, retail marketing, biological phenomena, marketing, area, selection, imports, sampling
 
Description The Indian FMCG sector is the fourth largest sector in the Indian economy. The Present Study was with specific objective to analyze the distribution management of FMCGs, to examine the brand preference for selected products of FMCG and to study the promotional strategies employed by FMCG companies in rural areas. Data was collected from 5 distributors, 20 retailers in FMCG and 100 consumers from two taluks. The data was analyzed by using measures of central tendency and Friedman’s two way ANOVA test. The major findings of the study are as given below. The advertisement, price and quality are the factors influencing brand preference. An average 300 customers are visiting the retail outlets per day. Forty per cent of retailers purchase the FMCG from Mysore city. Old people above the age groups of 50 years were not influenced by advertisement for buying the branded products. More than 2/3rds of the agriculturist prefers to purchase branded FMCG for its attractive packages. The consumers with less than one lakh income were influenced by display of products in shop while purchasing. The margin extended on FMCG to distributors was maximum 8 per cent and retailers 16 per cent of the MRP. The advertisement through TV was the major promotional activity carried out by the companies.
 
Date 2016-11-09T14:45:30Z
2016-11-09T14:45:30Z
2013-08-18
 
Type Thesis
 
Identifier Th-10597
http://krishikosh.egranth.ac.in/handle/1/84722
 
Language en
 
Format application/pdf
 
Publisher University of Agricultural Sciences, GKVK