Consumer Behavior Towards Packaged Food in Rural Areas : An Empirical Study in Ahmedabad District, Gujarat

Rural marketing has been emphasized as a tool to achieve inclusive sustainability in business, social justice, equality and development of nation. Moreover, FMCG (Fast Moving Consumer Goods) companies should understand that urban-rural divide continues to exist. This study is an attempt to understand different aspects of rural consumer behavior on buying of packaged food products. The study aims to identify the factors which are important while purchasing packaged food products. The study also examines the relationship between the factors brought out and demographic factors like age and monthly income. The data is collected using a self-administered questionnaire. The sample size for the study is 200 respondents. The focal product is a packaged food product sold in rural areas of Ahmedabad district. Analysis has been done using multivariate technique like Factor Analysis followed by ANOVA and post-hoc tests. The study observes that the factors for selecting packaged food include health, convenience, proximity, mood, price, brand, and sensory appeal. Additionally, it is found that three factors, namely, health, convenience and mood, have significant relationship with age, and four factors, namely, health, mood, price and brand, have significant relationship with monthly income