Vol. 3, Issue 6, Part G (2017)
Brand awareness & consumer buying behaviour of Selected FMCG products among rural consumer in dang area of Gujarat
Ashwin A Santoki and Milind H Parekh
Dang district in Gujarat, having the total population of nearly 2.26 lacs in 2015, the people who are living here are very poor from economic perspective. As far as Fast moving consumer goods are concerned, they are using as well as they are aware with very few brands of FMCG. Moreover, one interesting thing to know is they are making multiple use of single product! Brands which are sold as FMCG items, are very much known and used by urban population of Gujarat, but the place where total 311 villages are covered in which approximately 75% of population is still living below poverty line and 98% population living here belong to Scheduled Tribe; hence it is very essential and interesting to make a study on awareness and usage of various FMCG products. Descriptive-cross sectional research design and quantitative research was used to get responses about five selected FMCG products from 302 respondents with well structured questionnaire. Researchers got good insights about brand awareness; and in this regard brands like Lux, Head & Shoulders, Clinic Plus, Navratna, Parachute, Colgate, Jivraj & Wagh Bakri; are having strong awareness in the area like Dang. Also, they perceive that local brands are much better than national or international brands. The whole area of dang district was unable to cover due to time & cost constraints and others product categories like moisturized cream, face-wash, food products, washing powders etc. can be studied for future research. From this research, rural people got aware about other brands in which they were unaware and still that brand was available at their village! Authors recommend that companies selling FMCG products should do their campaigning in such rural areas too because rural areas are a part of untapped market where they can used their segmenting, targeting & positioning strategies.
How to cite this article:
Ashwin A Santoki and Milind H Parekh. Brand awareness & consumer buying behaviour of Selected FMCG products among rural consumer in dang area of Gujarat. International Journal of Applied Research. 2017; 3(6): 433-437.