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...

We focus on the impact of migrants’ remittances on consumption patterns in rural China, allowing for endogeneity of remittances and county fixed-effects. We find that the marginal propensity to consume out of remittances is close to unity, which is far greater than that out of non-migrant...