• Dr. K.KRISHNAKUMAR
• V.SUBASINI

Rural market is one of the growing concepts in current scenario. It is stimulating buying pattern of village people. Gandhi’s saying village are back bone of our country so, villages are developed all are developed that’s why FMCG to acting as bridge between rural people as well as a rural marketing. The rural people are preferred branded products based upon our economic situations. The banking and microfinance, and self-help groups also helping the rural people in their financial background so, the rural people prefer all type of branded products and their buying pattern also entirely different from literature and illiterate people. This paper explores consumer preference and buying pattern through rural market in Villupuram district.

Consumer preference, buying behaviour, rural marketing, preferable goods, factors affecting consumer preference, FMCG, etc.

"CONSUMER PREFERENCE AND BUYING PATTERN IN RURAL MARKETS (A STUDY WITH REFERENCE TO FMCG IN VILLUPURAM DISTRICT)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.589-596, May-2019, Available :http://www.jetir.org/papers/JETIRBP06102.pdf

"CONSUMER PREFERENCE AND BUYING PATTERN IN RURAL MARKETS (A STUDY WITH REFERENCE TO FMCG IN VILLUPURAM DISTRICT)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp589-596, May-2019, Available at : http://www.jetir.org/papers/JETIRBP06102.pdf