• Mukta Mantri

The Indian FMCG sector with a market size of US$14.8 billion is 4th largest in the world economy. The people of both rural and urban regions in India are consuming large volume of fast moving consumer goods these days due to affordable packaging ,easy availability and information about products and their offers through various media . This has led to a gush in the setting up of a number of FMCG companies in India to meet the rising demand of the consumers. The rural market has grown over the years. The rural consumers are known to earn low income, have low level of literacy, low level of brand awareness than urban consumers . The study intends to compare the urban and rural market for FMCG and also the difference in buying behavior of urban and rural consumers.

Consumer, Urban, Rural, FMCG, Marketing mix

"A STUDY OF URBAN AND RURAL MARKET FOR FAST MOVING CONSUMER GOODS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.811-816, June-2019, Available :http://www.jetir.org/papers/JETIR1906895.pdf

"A STUDY OF URBAN AND RURAL MARKET FOR FAST MOVING CONSUMER GOODS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp811-816, June-2019, Available at : http://www.jetir.org/papers/JETIR1906895.pdf