FMCG marketing: A study in rural areas of India Nayak Madhumita1, Lecturer in Commerce 1Khallikote Junior College, Berhampur, Odisha, India Email id: durgagreaternoida@gmail.com Abstract Fast moving consumer goods (FMCG), are the goods purchased by the consumers for their own use and purchased continuously and quite frequently. The price per unit of such products usually is low, but the consumption is very high due to the requirements of everyone. Over centuries, India has always been a country inhabiting a big chunk of world population. And from such a perspective, the FMCG market potential has always been very big. At the same time, it has remained the most attractive destination for companies: both national and global. The consumer markets in India are constantly evolving. The first phase of consumer market evolution in the 1980s and the 1990s was characterised by some major structural changes: changes in income distribution, increased product availability (in terms of both quality and quantity), increased competition, increased media penetration and improved advertisement (impacting lifestyle). From the consumer's standpoint, all these developments gradually led to increase of consumer awareness and propensity to consume. The late 1990s witnessed a surge in consumer finance products owing to steady financial sector reforms in the economy and innovative marketing. Top Keywords FMCG, Consumer, Market, Advertisement, Income, Urban, Goods and services. Top |