Abstract

The Indian rural market with its vast size and demand base offers a huge opportunity that companies cannot afford to ignore. The Fast Moving Consumer Goods (FMCG) sector is a corner stone of the Indian economy. This segment touches every aspect of human life. The FMCG producers now understand that there is a lot of opportunity for them to enter into the rural market. The sector is eager about escalating rural population whose incomes are rising and which is prepared to spend on goods designed to improve life style. This paper provides information about the growth of FMCG industry in rural market of India with growing awareness and brand consciousness among people across rural area of India and how the rural markets are witnessing significant growth. It portrays the pointers prevail in the rural marketing, explaining the problems with the prospects, rural marketing strategies, problems exists in rural marketing. Dr. M. Rajiakodi | Dr. R. Menaka | V. Ganesh Prasad"Pointers, Problems and Prospects of FMCG in Rural Market" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-4 , June 2018, URL: http://www.ijtsrd.com/papers/ijtsrd14555.pdf http://www.ijtsrd.com/management/other/14555/pointers-problems-and-prospects-of-fmcg-in-rural-market/dr-m-rajiakodi

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