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Consumer Decision-Making Rules for FMCG Products—Study of Rural in North India

Author

Listed:
  • Suraj Verma

    (Faculty of Management Sciences, Shoolini University of Biotechnology and Management Sciences, Solan 173229, Himachal Pradesh, India)

  • Kuldeep Chand Rojhe

    (Faculty of Management Sciences, Shoolini University of Biotechnology and Management Sciences, Solan 173229, Himachal Pradesh, India)

  • Elena Horská

    (Faculty of Economics and Management, Slovak University of Agriculture in Nitra, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia)

  • Somesh Sharma

    (School of Bioengineering and Food Technology, Shoolini University of Biotechnology and Management Sciences, Solan 173229, Himachal Pradesh, India)

  • Peter Šedík

    (Faculty of Economics and Management, Slovak University of Agriculture in Nitra, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia)

Abstract

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.

Suggested Citation

  • Suraj Verma & Kuldeep Chand Rojhe & Elena Horská & Somesh Sharma & Peter Šedík, 2023. "Consumer Decision-Making Rules for FMCG Products—Study of Rural in North India," Economies, MDPI, vol. 11(1), pages 1-13, January.
    • Handle: RePEc:gam:jecomi:v:11:y:2023:i:1:p:26-:d:1033816
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    References listed on IDEAS

    as
    1. Andreas Hesse & Karolin Bündgen & Saskia Claren & Sarah Frank, 2022. "Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 520-537, November.
    2. Andreas Niedermeier & Agnes Emberger‐Klein & Klaus Menrad, 2021. "Which factors distinguish the different consumer segments of green fast‐moving consumer goods in Germany?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 1823-1838, May.
    3. Bogomolova, Svetlana & Anesbury, Zachary & Lockshin, Larry & Kapulski, Natasha & Bogomolov, Tim, 2019. "Exploring the incidence and antecedents of buying an FMCG brand and UPC for the first time," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 121-129.
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