Brand preference on selected fast moving consumer goods in rural markets

Ankit Sen
Tinsukia College Tinsukia, Assam, India
[email protected]

A B S T R A C T
Rural market potential has higher income and competes with their urban counterparts today who lead to higher demand The growing developments in rail and road commuting for the passengers have added mobility to rural consumers of neighboring locations of Dibrugarh as well to reside in rural/suburban areas and travel to/from workplaces. The research work has been carried out by taking samples in one of the seven villages under the Barbaruah Development Block of Dibrugarh District. This paper aims at creating awareness programs, to provide information about the brand, the range of products, prices for such products, and the utility that would be derived from the same should be organized at regular intervals in rural areas. The researchers took to the use of a schedule to collect primary data directly related to the concerned area of the study. The researchers decided to take the sample size as 102 consumers of the village. This was done by keeping the confidence level at 90%, with a margin of error of 4%. The samples have been selected based on the multistage sampling technique of probability sampling. A greater percentage of the respondents, taken into consideration for this study, are more concerned about having a means of livelihood rather than learning and education. Awareness programs, to provide information about the brand, the range of products, prices for such products, and the utility that would be derived from the same should be organized at regular intervals in rural areas.

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