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Research Journal of Humanities and Social Sciences
Year : 2017, Volume : 8, Issue : 1
First page : ( 69) Last page : ( 80)
Print ISSN : 0975-6795. Online ISSN : 2321-5828.
Article DOI : 10.5958/2321-5828.2017.00011.0

Consumer behaviour towards fmcg products: A study with special reference to Rajapalayam

Meera M. Rifaya1,*, Mahalakshmi R.2, Padmaja R.2

1Department of Commerce, Ayya Nadar Janaki Ammal College, Sivakasi-626 124, Tamil Nadu, India.

2Department of Commerce, Ayya Nadar Janaki Ammal College, Sivakasi-626 124, Tamil Nadu, India.

*Corresponding Author: Dr. M. Rifaya Meera Assistant Professor, Department of Commerce, Ayya Nadar Janaki Ammal College, Sivakasi-626 124, Tamil Nadu, India.

Online published on 22 September, 2017.


The Indian FMCG sector with a market size of US$14.8 billion is the fourth largest sector in the economy. The FMCG market is set to double from USD 14.7 billion in 2008–09 to USD 30 billion in 2012. FMCG sector will witness more than 60 per cent growth in rural and semi-urban India by 2010. Indian consumer goods market is expected to reach $400 billion by 2010. Hair care, household care, male grooming, female hygiene, and the chocolates and confectionery categories are estimated to be the fastest growing segments. At present, urban India accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%. However, rural India accounts for more than 40% consumption in major FMCG categories such as personal care, fabric care, and hot beverages. In urban areas, home and personal care category, including skin care, household care and feminine hygiene, will keep growing at relatively attractive rates. Within the foods segment, it is estimated that processed foods, bakery, and dairy are long-term growth categories in both rural and urban areas. The growing incline of rural and semi-urban folks for FMCG products will be mainly responsible for the growth in this sector, as manufacturers will have to deepen their concentration for higher sales volumes. Moreover, FMCG products are that sold quickly are relatively low cost. Fast Moving Consumer Goods have a short shelf life. Hence the researcher has made an attempt to study the consumer behaviour towards FMCG in the market of Rajapalayam Town only.



FMCG, Rajapalayam, Indian consumer goods market, Rural and Urban areas, Market strategies.


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