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...

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...