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A study on factors affecting purchase decision based on awareness, affordability, adoptability and availability in reference to hul and fmcg companies in rural India

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Author: 
Mohd Shuaib Siddiqui and Dr. Aftab Alam
Abstract: 

Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holders. According to Kotlar “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others”. Rural Marketing is defined as any marketing activity in which the one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas. Rural marketing is a very wider term in itself. It is the marketing which is specially meant for the rural people and the products which are specially meant for them and to make them aware about the products which they are not known. Through this paper the effort has been done to know about the rural markets and the factors which affect the buying decision of rural consumers on HUL’s FMCG products. This paper tries to understand the rural market, importance and status of rural market in the context of FMCG products. The main aim of the study to observe the strength of HUL’s FMCG in Indian rural markets especially in U.P East and find out various problems are being faced by rural marketer.

EDITOR-IN-CHIEF

        

            Prof. Dr. ISMAIL YILDIRIM

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