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Factors Influencing the Purchase Behaviour of Rural Consumers Towards FMCG Products in Tiruvallur District, Tamil Nadu
Dr. G. Vijaya Kumar Assistant Professor of Commerce, Research Supervisor & Guide, Department of Commerce, Sir Theagaraya College, Chennai.
Pages: 1-11 | First Published: 05 Aug 2026
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Abstract

The hinterlands in India consist of about 650,000 villages. These villages are inhabited by about 850 million consumers, making up about 70 percent of the population and contributing around half of the country's Gross Domestic Product (GDP). Consumption patterns in these rural areas are increasingly resembling those of urban areas. Some of India's largest consumer companies serve one-third of their consumers from rural India. The Companies marketing FMCG to rural consumers cannot merely extend their general marketing strategies to rural markets. Instead, they need to devise rural-specific strategies. The present research focuses on factors influencing rural consumers towards the purchase of FMCG Products in Trivellore District, Tamil Nadu. Exploratory Factor analysis was used to find out the predominant factors. The study found that five predominant factors, namely Product features, Reliability, Trust, Lifestyle factor, and Promotional factors, influence rural consumers towards the purchase of FMCG Products in Trivellore District, Tamil Nadu. 

Keywords: Trust factor, Price points, Brand visibility, Value for money, Rural purchase, Product Education.

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