A Study on the Brand Awareness of Buyers of Rural Market in Relation to FMCG Goods with Special Reference to Village Purani Goraibari Under Udalguri District

Abstract

Brand awareness is the likelihood that consumers recognize the existence and availability of a company's product or service. Creating brand awareness is one of the key steps in promoting a product. This paper deals with the extent of this awareness in the rural markets of India. Fast-moving consumer goods are products that are sold quickly and at relatively low cost. Examples include non-durable goods such as packaged   foods, beverages,   toiletries,   over-the-counter   drugs   and   many   other consumables. A rural Consumer has proved to be very potential in terms of purchasing power though he is branded as illiterate by the census definition, but this rural consumer has covered 70% (approx.) of population. Hence, being a large market itself. The main objective of the study is to find the extent of brand awareness of rural consumer in relation to FMCG products and  to  examine  the  factors  influencing  rural  customer’s choice. The study is an empirical research based on survey method. The data has been collected through a questionnaire. The survey is intended to seek information about the buying experiences of those rural consumers who have been widely purchasing FMCG goods. For the purpose of the study, a village Purani Goraibari under Udalguri district has been considered and altogether 100 respondents has been taken as sample for the study which includes  agriculturist,  businessmen,  service  holders,  students,  home makers.