• Dr. G. Yashodha

Rural India today is seen as the most productive segment because they are wooed by companies across different sectors to support their business growth momentum. Rural markets offer tremendous and largely untapped opportunities. Corporations are bucking up across a number of vertical industries to meet the need for rural growth. Rural consumers ' perceptions, desires and expectations are very different from their urban counterparts. Companies are newly connecting to this base and are working together too effectively and efficiently cater for this market. Industries use a number of strategies such as brand repositioning, repackaging and re-pricing of goods, all with an eye on rural wallets. The overall rural marketing mix strategy generally focuses on producing the right product, using value-for-money pricing, using active promotional methods, choosing the most suitable delivery system and creating long-term customer relationships to sell their products. The study focuses primarily on rural women's consumer behavior towards selected Fast Moving Consumer Goods (FMCG). Therefore, with more firms entering the rural market, with a variety of products, it is a must for the firms to research the actions of rural women on FMCG. Target Population for this study has been selected rural areas and the sample size was decided as 1200 from 4 revenue divisions such as Lalgudi, Mannachanallur, Musiri and Thuraiyur in Tiruchirappalli district. The research would illustrate before purchasing, at the time of purchase and after purchase, the actions of rural women consumers. The study is said to be analytical due to the application of statistical tools used for data analysis. Data has been analyzed with the use of frequency analysis, cross tabulation, chi square test and the testing of hypothesis to arrive on conclusion.

FMCG products, Rural market, Brand Awareness

"“A Study on Brand Awareness among Rural Women for Selected FMCG Personal Care Products in Tiruchirappalli District”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.68-79, June 2019, Available :http://www.jetir.org/papers/JETIR1908316.pdf

"“A Study on Brand Awareness among Rural Women for Selected FMCG Personal Care Products in Tiruchirappalli District”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp68-79, June 2019, Available at : http://www.jetir.org/papers/JETIR1908316.pdf