Consumer decision-making rules for FMCG products : study of rural in North India

The present study aims to identify the demographic variables that influence rural customers' decision-making rules in the process of purchasing fast-moving consumer goods (FMCGs) products. Five FMCG personal care products are taken into consideration for the study. A multistage proportionate sampling procedure was adopted and 550 respondents were selected for the study. The regression model enables the marketers to identify the key demographic variables which affect the decision-making rules used by rural people. The study concludes that consumers' decision-making rules are influenced by rural consumer's educational backgrounds and the number of family members under the age of 18 years. In the context of FMCG products, our research assists marketers in designing strategies that take into consideration the needs and demands of rural residents. Further studies possibly will be expanded to include other FMCG product categories such as domestic care, food, and beverages.