22

CHAPTER – II

REVIEW OF LITERATURE

This chapter is devoted to thoroughly examine the previous studies relating to

production and marketing of in India .Also a brief analysis of various research studies

already undertaken in various areas, indicating the scope for further research on the

aspects is undertaken. It also gives a logical presentation of the research studies over a

period of time. Necessary and relevant material published in leading journals, books

and reports are reviewed with a clinical accuracy.

Kashyap (2000) speaks of the different attitudes and beliefs influencing

rural and urban purchase behavior. The urban is individual driven whereas in rural

areas, decision-making is a collective process. For example, if a village is now ready to

shift from toothpowder to toothpaste or the village wants to mechanize farming and

someone is keen to buy tractors, the process may start from the village headman who

represents the pinnacle of the collective will or it will be discussed in the panchayat.

Secondly, rural buyers take a long time to decide on a particular brand, but once they

are convinced, they are more brands loyal than their urban counterparts. Thirdly, it is an

urban myth that rural people do not buy quality items. Rural buyers are equally quality

conscious, but value for money is of paramount importance and functionality of

product, rather than the frills appeals to them because

23

Servicing is a major hassle in remote areas. The management institutes do not

focus on rural marketing, despite the fact that it accounts for over 50 per cent of the

markets for many products, and is the fastest growing segment of the market. He

reveals that farmers today, in India are flush with funds, their aspirations aroused. Ten

consecutive good monsoons leading to bumper harvests, doubling of procurement price

for paddy and wheat in the last decade, a fourfold increase in outlay for rural

development from the seventh to ninth plan and the change in lifestyles due to

proliferation of TVs has caused the rural boom1.

Rajeev batra and Indrajit sinha (2000), makes an effort towards understanding

the different determinants of perceived risk, which help explain the variations in

purchasing preferences for national brands versus private label brands across different

product categories. The four determinants used to determine the perceived risk were

consequences of purchase mistake, quality variation, search and degree of price

consciousness. The finding of the research show that private labels buying increase as

the perceived risk of making purchasing mistake decline. The result also indicates that

consumers buy fewer private labels if a categories benefit require actual trail instead of

searching through package label information2.

Srinvasrao G., (2002) found in his study that, the Indian Rural Market with its

vast size and demand potential offers great opportunities to the marketers. The Rural

Market Provides vast potential as many new products have already made their entry

into the rural consumer basket. Growth of the rural marketing in magnitude for both

1

. Kashyap, P (2000), “Rural People Look up to Urbanities,” Advertising and Marketing,

January, pp.81-83.

2Rajeev batra and Indrajit sinha (2000), “Consumers level factors moderating the

success of private label brands,” Journal of Retailing, Volume, 76(2), pp 175-191.

24

traditional and modern consumer goods and services. In spite of its large size and high

potential, many marketing firms are not able to avail the opportunities in rural market

because of problems in selling the goods in rural areas effective penetration of the rural

markets. It brands of Personal care products3.

Keshav Sharma “et al” (2002) found that rural consumers believed in joint

buying decision making in consultation with the elders and the ladies of the house for

their personal use. Advertisement with rural culture and regional and local language

attracted the audience. The entire respondent felt strongly about their customers and

traders. The respondents were aware of the availability of the products. They preferred

quality to price4.

Parimal Vyas, Pooja Srinivas(2002) in their paper state that majority of the

internet users have positive attitude towards online buying of products/services. There

exists a need for developing awareness about consumers’ rights and cyber laws. They

also emphasize on better distribution system for online products5.

Keshav Sharma and Deepak Raj Gupta (2002) states study “Knowing

the rural Customers” is confined to two villages in Jammu District of J&K Nagrota

which is about 12 kms and Rattian which is about 15 kms away from Jammu. In both

the villages people do agriculture and own shops as well. A few are also in government

services. The findings of the study show that rural customer in the urban analogous

villages wants to acquire the urban life style but when it comes to buying decision

3 Srinvasrao G. (2002), “Rural Marketing in India- A Case Study,” Anmol Publication P. Ltd.4 Keshav Sharma and Depak Gupta and Parikshat Singh Manhas(2002), “Rural

Marketing Challenges in the New Millennium,” Pranjana,5(2), PP. 77-81.

5Parimal Vyas, Pooja Srinivas(2002), “Online buying factor fiction,” Delhi Business

Review. Volume , No.3. Issue1. January- June.

25

making it is entirely different from its urban counterpart. Culture has a great influence

on their buying decisions

- Equal status of females in buying decision making

- The rural customer upholds his traditions and customs in high esteem.

- They hate the way their culture is being diluted through ads.

- Only a very small proportion of the younger segment is willing to change

and keep only the good that their culture has

Rural customer is simple and virgin. Upholding the dictum that

customer is the king, if marketers try to approach him through his culture, he will feel

respected and honored and will be forever yours6.

Ashish Neogy and Soumyo Sinha (2003) in their article point out that the

concept of rural relating is not new. In fact in India there were 36 lakh rural outlets in

1999 in India’s Six-lakh-plus villages. The study high-lights rural’s retailing offer of a

great chance for selling different branded goods. Hindustan lever estimates that only

one lakh villages have been tapped effectively so far. The study concluded that literacy

rates in villages have increased considerably, thus bringing about a shift in consumer

tastes. This change has led many companies to tap this new breed of customers7.

6

Keshav Sharma and Deepak Raj Gupta (2002), “Knowing the Rural Consumer: A

Cases Study of Urban Analogous Villages (Jammu Region of J & K State)”, Indian

Journal of Marketing, Volume II, No.15, July 2002.

7 Ashish Neogy and Soumyo Sinha (2003,“Emerging Retail Formats in India,” Indian

Management, PP.56-59.

26

Kuldeep Singh and Varshney(2003) conducted a study with the objective of

determining individual purchase behavior of toilet soaps and what companies should

do to enhance their sales of toilet soaps and at the same time satisfy the consumers

various ingredients of consumer behavior like motivation, learning, perception,

personality, social and psychological factors have been analyzed in depth. Changing

pattern of demand and supply and also the reasons for stagnation of toilet soap market

were analyzed. It was not lack of awareness but lack of affordability which restricted

consumers from buying8.

Ross and Harradine (2004) made a significant study into adult buying behavior

and branding existence and revealed that it is not appropriate to assume that this can be

applied to younger consumers9.

A report (2004) entitled “ Bet on Rural India” indicates till recently, most

FMCG companies now lying on savvy entrepreneurs who trawl the rural hinterland,

Further it is stated that India’s rural market has been growing steadily over the years

and is now bigger than the urban market for fast moving consumer goods. The annual

size in value terms estimated at around US $ 11 billion. This report concludes that rural

8

Kuldeep Singh and Varshney(2003), “Consumer Behaviour and Marketing Trend of

Toilet Soaps in Ghariabad District –A Survey,” Indian Journal of Marketing,

Vol.33, No.2 PP.14-17.

9Ross and Harradine (2004), “I’m not wearing that Branding and young children,”

Journal of Fashion Marketing and Management, Volume.8, No.1, pp.11-26

27

India is not just developed as a consumer market, but also as a cost effective supply

chain10

Malini Redy (2004) in her study points out that a marketer had to face an

entirely different set of conditions and problems while marketing in rural areas as

compared to urban areas. Rural marketers need to have an open mind, and sensitize

themselves to understand the rural consumer. Apart from understanding the consumer,

communication in the language that the rural consumer comprehends was a challenge

that the offering, in terms of adaption to consumer needs of the rural market reflected in

products offering as well as message used, were absolute essentials to achieve success

in the Indian market11.

Shukla (2004) observe that if HLL’s Clinic Plus was market leader in shampoo

market on an all Indian basis, then Cavinkare’s Chik was market leader in the rural

areas, where Clinic Plus was only distant second. Regional brands and niche players,

with better understanding of rural market and rural specific business models and

strategies, are emerging clear leaders in the rural market12.

A report (2004) entitled “Indian Food Brand Go West”, states that Indian food

brands and are now increasingly finding prime shelf-space in the retail chains of the US

and the Europe. In the US alone, there are 1.7 million Indians with a combined

10 A Report entitled (2004), “Bet on Rural India”, India Brand Equity Foundation Publication,

August, www.ibef.org.Pp.1-5.

11 . Malini Reddy (2004), “Itinterland: The better land,” Marketing Mastermind,

PP.29-31.

12 Shukla (2004), “Rural or Urban the Chik Dilemma,” Indian Management, Vol.43,

Issue 3, PP.60-62.

28

purchasing power of US$ 70,000 a year compared to the Asian average of US$30000.

It concludes that FMCG giant Dabur is in the process of forging distribution alliances

in these two countries. For starters, Dabur plans to set up a manufacturing base in

Karachi to market its products such as hair oil, digestive tablets, energizers and

shampoos. The company has signed an agreement with Muller and Phipps, a local

distribution company. Such marketing efforts, if executed properly could yield rich

dividends for brand India in the lucrative global retail market.13

Rajnish Tuli and Anit Mooherjee (2004) find that the rural consumer prefers to

meet his immediate and day-to-day needs from village shops and avoid a comparatively

higher transportation cost but at the same time bulk purchase will drive them to the

periodic markets to avail the bargain and promotional incentives which will negate the

impact of shopping cost incurred. Rural consumers patronize village shops to meet their

credit-based impulsive requirements. On the other hand, cash rich consumers with no

urgency, prefer to purchase from periodic markets to avail the benefits of low prices,

discounts and varieties which in turn motivate rural consumers14

Jawarijaka (2004) chairman, FICCI, states that as per the recent

NCAER publication The Great Indian Middle Class, the Indian middle class consisted

of 10.7 million households or 57 million individuals of which 36 per cent live in rural

areas. No wonder, the rural markets have been a vital source of growth for most

companies. For a number of FMCG companies in the country, more than half their

annual sales come from the rural market. There is a need to generate superior data on

13.A Report (2004), “Indian Food Brand Go West”, Indian Brand Equity Foundation,

Publication, March. www.ibef.org. Pp.1-3.

14Rajnish Tuli and Anit Mooherjee (2004), “Retail Formats: Patronage Behaviour of

Indian Rural Consumers,” South Asian Journal of Management, 11(3), PP.57-69.

29

rural marketing system, the heats, melas, and on village and small town income levels

and consumption patterns. They need to learn how to use existing market places melas,

mandis to arrange live demonstrations of their products. The ingredients for successful

penetration into the hearts and wallets of village consumers include long-term

commitment, cost reengineering and sustained innovation and specialized strategies15.

Balakrishnan(2004) in his article tries to examine some popular beliefs about

rural marketing and points out that out of the six lakh odd villages in India, the

marketing man should really be concerned about less than 42,000 villages and even,

among these he should concentrate really on the feeder-market villages. All villages are

not homogeneous mass remote from urban India: there are villages on the periphery of

large towns which have imbibed certain urban characteristics, and there are others

physically distant and with their traditions intact. The number of rural consumers who

can afford branded consumer products are equal to, if not greater than, the number of

such urban consumers. The rural market is divided into consumer segments with

differing life-styles and aspirations. Again, marketing strategies are dependent on the

structure of competition in rural India. From the type of products presently seen in rural

India, an attempt is made to anticipate the acceptance of future products. The types of

dealers in rural India, methods of distribution, dealer behaviour, and its implications on

marketing strategies, are examined. The 'multiplier effect' whereby demand stimulated

in rural India makes its impact on the urban wholesaler who in turn helps to perpetuate

and multiply this demand is discussed. Finally, certain questions are raised about

15 Jawarijaka S.K.(2004) “Rural Marketing Summit 2004”, Chairman FICCI, October 2004,

Mumbai, http://www.ficci.com/ficci/media-room//speeches-presentation, 2004/Oct05,

rural speech HTM, accessed on October 2, 2005.

30

traditional beliefs about media reach and creative strategies used in advertising to rural

consumers.16

Parthasarathy (2005) speaks of initiatives implemented by various

firms in developing countries. The major areas covered are power, banking, telephony

and consumer goods. The author says that marketing to the rural folk has to be

innovative. It is upto the various companies to explore the market potential. He

emphasizes that innovation is not only packaging and other elements of marketing mix,

but also a complete approach to meeting the needs of rural customers. He quotes that

the rural population in developing countries is 80 per cent of the world’s rural

population and the key issues for marketers in developing countries are: Pricing issue

of affordability, reach-distribution and transportation of the goods to far flung areas,

product awareness-using non conventional media, apart from the traditional media. He

suggests that efforts have to be made to fit the products to rural customers’ lifestyles

and local relevance has to be brought in the market communication.17

Bishmupriya Mishra and Sakthivel (2005) survey tries to find out the quantity

and frequency of purchase of FMCG products by rural consumers. The study reveals

that majority of the products become a part of their lives, due to sachets and cheaper

prices. It is very evident that small packets have really modified the buying behavior of

rural consumers to a large extent. According to them that shampoo is fancy among the

rural followed by spices, toothpaste, washing powder, fairness cream and so an. Which

the consumers’ by in sachets. They also observe that toilet soap is yet another product

16

Balakrishnan,(2004), “ Rural Marketing: Myth and Reality,” Economic and

Political Weekly, Vol. 13, No.34, Aug. 26, 2004, pp.M75-M80

17 Parthasarathy,(2005) V. “Rural Marketing in Developing Countries”, in Rural Marketing

:Concepts and Cases . The ICFAI University, Press, pp.83-88.

31

consumed regularly and preferred by travelers. The study concludes that sachets by

facilitating rural consumers to try new products play a vital role in modifying their

buying behavior and above all, and user in a major change in their lifestyles. Hence,

sachets may be viewed as a sales promotion tool for modifying buying behavior rather

than a yet another innovation from of packaging.18

Rajaram (2006) in his article entitled Trends and Growth of Indian Industry in

FMCG discusses the problems associated with rural markets and factors affecting

FMCG companies. Further the trends of FMCG companies in India in terms of various

categories of products as on 2005 are analyzed. He concludes that the India FMCG has

registered a 4.4 Per cent growth rate for Five year period from 1999 to 2003 and that

category like toilet soaps and washing powders have struggled with growth over the

last three years.19

Thirulogachandar (2006) has said mores Branding Strategies in India product

perspective studied the brand strategies of MNCs products in India, Acquisition of local

brands by MNC to achieve to growth in the FMCG sector. Managing FMCG brands

and building brands in consumer durables for reaching rural India. He concluded that

initially Indian Consumers paid little attention to international brands of sector, luxury

cars, breakfast, cereals, American colas, Jeans, Cosmetics and Sunglasses, Later things

18

Bishmupriya Mishra and Sakthivel (2005), “Effectiveness of sachets in modifying

Rural Consumers’ Buying Behavior and their Consumption pattern,” Indian

journal of Marketing, Volume, 35, No.2, pp, 33-37.

19 Rajaram (2006), “Trends and Growth of Indian Industry in FMCG,” The Institute of Cost and Works

Accountants of India Publication, February, Volume, 41, No.2, pp 114-116.

32

reverted in favors of these multinational brands, as consumer’s experiences with their

products perspective Marketing Master Mind.20

Selvaraj(2007) conducted research regarding rural consumer behavior. In the

competitive world, there were many problems in marketing of goods. The rural

consumers earn low income, low level of literacy, low level of brand awareness,

communication, transportation facilities. The consumers face problems in selecting

non-durable goods for their consumption. In this study, it is found that all the sample

respondents have ranked the factor nearness first and hence it is the most significant

factor influencing their purchase of the non-durables. It was found that high price was

another important problem for rural consumers21

Anandan(2007) find that quality is the major driver to prefer a particular brand

in washing soaps in the rural market where power soaps are preferred the most. If the

preferred brands are not available, customers buy the available brands. It is found that

there is significant relationship between the age of the respondents and the factors

influencing the customers’ brand preferences. It is also found that there is no significant

relationship between the type of income of the respondents and the factors influencing

the costumers brand preferences. Higher price and non-availability are the key reasons

for dissatisfaction of the rural customers. Marketers should target the customers with

qualitative soaps at affordable prices. They should concentrate on distribution

strategies, as non-availability is found to be an important factor for dissatisfaction.22

20 Thirulogachandar (2006), “MNC Branding Strategies in India- product

perspective,” ICFAI University Press, June, PP.23-28

21 Selvaraj.,A,(2007), “Rural Consumer’s Behavior regarding Non-Durable Goods: A study in

Erode District of Tamil Nadu,” Indian Journal of Marketing ., Volume.37 No 12 pp.35-39.

22 Anandan(2007), “A Study on Brand Preference of Washing Soaps in Rural Areas,”

Indian Journal of Marketing , Volume, XXXVII No.3, PP.30-37

33

Ramanathan V. (2007) in his article entitled “Retailing Channel Enhancement

Strategies Adopted by FMCG Companies in South Indian Rural Markets” focuses on

the exposures of FMCG products projects by the media and the level of increasing

literacy in South Indian rural public and the reasons for targeting South Indian rural

markets and retailing channel enhancement strategies adopted by FMCG companies.

The author suggests that the South Indian rural market retailers should strive to

maintain the superior quality products in order to enhance the brand image FMCG of

their and to retain the rural customer’s confidence and win their loyalty. 23

C.V.Kumar (2007) in his article entitled FMCG Spear Heading; states that

FMCG Sector provides employment to three million people in downstream activities.

Further he stresses that there is a greater disposable income in the hands of Indian

Consumer especially the Indian Middle Class who are climbing up the aspiration

ladder. The demand for FMCG products is all set to boom by 60 Per cent in 2007 and

more than 100 Per cent by 2012. He concludes that the implementation of VAT has

also make the sector more efficient with unorganized sector being brought under much

strict.24

.

Prasad B., (2008) studied in that research paper that, the cola majors, Coke and

Pepsi, Are trying to penetrate deep into the rural markets with innovative pricing and

marketing strategies. Apart from the high-decibel price wars and the usual battle over

23

V. Ramanathan, “Retailing Channel Enhancement Strategies Adopted by FMCG

Companies in South Indian Rural Market”, the ICFAI, Journal of Management

Research, Vol. VI No. 11 Nov. 2007, Pp. 64-70.

24. C.V.Kumar (2007), “FMCG Spear Heading Portfolio Organizer,” The ICFAI

University Press, pp.14-17.

34

market shares, cola brands have been in a quiet behind-the-scenes skirmish- to reach

the rural masses. After an almost stagnant growth in this segment for the last two years,

both Coke and Pepsi have made efforts this year to penetrate deep into the rural

markets by substantially increasing their retailer and distribution network and with

innovative pricing and marketing strategies.25

Sarangapani A. and Mamtha T. (2008) conclude in their study that, marketing

of FMCG plays a pivotal role in the growth and development of a country irrespective

of the size, population and the concepts which are so interlinked that, in the absence of

one, the other cannot virtually survive. It is a fact that the development of FMCG

marketing has always kept pace with the economic growth of the country. Both have

experienced evolutionary changes rather than revolutionary changes. The objective of

modern marketing is to make profits by delighting the consumers and satisfying their

needs. Hence, the marketers of FMCG have to understand the real needs, wants, beliefs

and attitudes of the consumers towards their products and services. Today, network

marketing is a multibillion dollar business. A number of companies have adopted this

business model. It is one of the main driving forces of the 21st century economy. This

article highlights the characteristics of rural respondents in terms of demographic,

political, economic and socio-cultural background. Finally, before concluding, it also

analyzes the consumption patterns, brand usage and brand shifting of different

FMCG.26

Ramakrishnan Venkatesakumar, “et al”. (2008) in their article “Perceptual

Mapping – The Consumer and Toilet Soap Branding” point out that the fast moving

25 . Prasad B. (2008, “MNC's in Rural Marketing - The Case of Pepsi and Coca Cola.” Indian Institute

of Marketing, Volume XXXVIII, Number5, December, 10-21.26 Sarangapani .A, Mamtha .T (2008). Rural Consumer Post-Purchase Behaviour and

Consumerism, the ICFAI Journal of Management Research, Volume VII, No.9,

September, 37-67.

35

consumer goods sector is the fourth largest sector in the Indian economy with a total

market size exceeding of $13.1 billion. The FMCG market is set to triple from $11.6

billion in 2003 to $33.4 billion in 2015. The FMCG sector creates employment for

three million people in downstream activities. Further they indicate that Indian rural

markets are highly heterogeneous and could be considered as an unexplored hinterland

in terms of market potential and consumer characteristics. They conclude that in the

price, quality, satisfaction, relationships, the marketers are yet to clearly create any

measures in quality dimensions. The consumers perceive higher satisfaction is closely

associated with higher price.27

Sarangapani A. and Mamtha T. (2008) in their study discuss rural consumers’

behavior which a very complex phenomenon, and needs more efforts to understand,

explain and predict to get a clear understanding of which every marketer has to realize

that consumer behavior. Although some individuals find it difficult to make this

assumption, one must agree that behavior is not so erratic or mysterious that it defies

explanation. In this paper, an attempt has been made to analyze and highlight the rural

consumers’ post-purchase evaluation, rural consumerism with regard to different

Consumer Protection Acts, consumer satisfaction levels with regard to selected FMCGs

and duplicate brands which have penetrated rural India. The paper also provides some

useful suggestions to FMCG marketers for a more effective penetration of the rural

markets.28

27 Ramakrishnan Venkatesakumar, Thillai Rajan .P and Ramkumar .D (2008),

“Perceptual mapping – The Consumer and Toilet Soap Branding” SCMS Journal

of Indian Management, Cochin January – March, Pp. 52 – 63.

28 Sarangapani A., Mamtha T (2008). Rural Consumer Behaviour with Regards to

Selected FMCG's Consumption Patterns and Brand Usage A Study. The ICFAI

University Journal of Brand Management, Volume V, No.3, September, 161-165.

36

Rao(2008), marketing is becoming widely identified as the biggest problem of

Indian business today. The term is used to mean different things by different people,

but whether it is a recession-hit industry, or one which was set up as a monopoly but is

now effected by competition, a "sick" unit or one in the small-scale, cottage, village or

home sector, or any other sector like fisheries or forestry, the common problem seems

to be that of finding a market for products. Almost all discussion and writing on

marketing in India draws heavily on the experience of large or organized industry. The

articles which follow in this Review of Management are no exception, but that does not

make them any the less relevant. To the common man, the marketing function appears

to be a simple one. This is because every element in it affects his daily life and he has

views or, all its aspects29

Garga Pawan (2009) this research paper, based on primary data, examines the

domain the Rural Marketing for the select for the state of Panjab with an objective to

develop an insight into the buying behavior of rural consumers. Instead of smaller

packages were reported to be the most preferred with only exception of Shampoo. The

quality of goods stocked by the rural retailer was reported to be average and majority of

respondents reported lack of trust in the matter of advertisement with significant

variations across the districts. It is recommended that neither rural Panjab should be

treated as single homogeneous market norm different FMCG products categories are

planned in a similar manner30

29

Rao S.L. Problems of Marketing Management: An Introductory Note, Economic and

Political Weekly, Vol.13, No.34, Aug. 26, pp. M68-M69.

30 Garga Pawan (2009), “Rural Marketing of in Punjab,” Indian Journal of Marketing,

Volume, xxxix No5, May, pp 21-27.

37

Nuntasareesukat(2009) in this article , “A model of male consumer behavior

in buying skin care products in Thailand”, evaluates in some depth the phenomena of

male consumer behavior in buying skincare in Thailand. In order to cope with the

research purpose, Fishbein and Ajzen’s theory of reasoned action model is employed as

a theoretical framework and modified by adding the self-image construct. The

researcher finds that skincare products among Bangkok male consumers. The modified

theory of reasoned action is appropriate to explain male consumer behavior in the

purchase of specific cosmetic products in Thai setting.31

Bassarir, and Dhaheri.S.(2009) list the ten most Val-used services of the

consumers as the freshness, price quality, healthiness of food, cleanness of store,

easiness to find item , variety food products, appearance of food, safe shopping

atmosphere, and fast checkout.32.

Guru Ragavendra(2009) emphasized in their research that the survey helped

them in understanding the consumer perception on brand awareness and position of

products in the market. It was observed that consumer’s expectations are quality,

benefits offered and packaging of shampoos.33

31 Nuntasareesukat(2009), “A model of male Consumer Behavior in buying skin care product in

Thailand, ABC Journal, volume, 29 No1,(January- April) pp.39-52

32 Bassarir,And Dhaheri.S.(2009), “The Services that satisfy customers and Develop their

Loyalty for Supermarkets. 4th Aspects and Visions of Applied Economics and

informatics.pp.372-379.

33 Guru Ragavendra(2009), “A study on Brand awareness of Shampoo products for CavinKare

Pvt. Ltd.SASTECH , Journal, 8 No.2, pp.33-40.

38

Meyer-Waarden and C.Benavent (2009) in their article state that in the retail

sector, consumers typically patronize multiple outlets for a variety of products, and

raise the important issue of how outlets can gain a greater share of consumer

expenditures. One such way is to increase repeat purchases through loyalty programs.34

Jyohsna Priyadarsini (2009) observes that many rural men feel delicate to use

cosmetics as they feel that cosmetics are mainly meant for females. The social stigma

against male grooming products persists a lot. Now it is the job of marketers to create a

cosmetic sense among the masculine breed. The present empirical study shows that a

majority of customers are unaware of the importance of grooming and exclusive male

grooming brands. Henceforth, marketers should attempt to create product awareness to

attract customers through brand awareness.35

Ragavendra Rao (2010) in his article entitled “Multinational FMCG Stocks see

Spurt in Activity”, states that multinational FMCG stock Colgate Palmolive, Hindustan

Unilever, Gillette and Nestle witness significant increase in buying interest between 3.4

and 8.4 Per cent along with increase in daily traded volumes. Market experts believe

FIIs would have spoken to the top management of these companies. The rich farmers in

rural India are flush with money and do not have enough spending avenues. Those

product categories which upgrade an individual from a lower level to a higher level, are

picking up past. Further, experts opine that these companies are all set to see earning

34 Meyer-Waarden and C.Benavent(2009), “Grocery Retail Loyalty Program Effects: Self- selection or

purchase Behavior change?. Journal of the Academy of Marketing Science, volume 37, issue 3, September, pp.345-358.

35Jyohsna Priyadarsini (2009), “Cosmetic for Guys Market : An Empirical Study on

the Penetration of Male Grooming Brands in to Rural Area of East Godavari

District, AP,” The

ICFAI Journal of Consumer Behaviour Volume .15,15,No.11.

39

upgrade and be rerated because of their increased higher pricing power and ability to

pass on the cost pressures to the consumers.36

A report entitled (2010), “Higher Spends M&A Power Sector” highlights the

fact that according to the report released by Confederation of Indian Industry that

around 30 FMCG items belonging to personal care products, cosmetics and toiletries

and household care products attained strongest growth in categories such as deodorant,

anti aging creams, tooth paste, skin and fairness cream. The average growth rate is

over 20 Per cent while some deodorants grow over 40 Per cent as found in a report by

Aditya Agarwal, Director, Emami group corporate. Further, for many FMCG

companies’ overseas operations have reaped substantial profit for the quarter ending

June 2010. Similarly the survey has identified the constrains and challenges faced by

this sector such as revenue loss to the tune of Rs2700 crores due to fake and counterfeit

products. Rising input cost packaging as well as higher logistics costs caused by fuel

price increase also affect the profit margin of the FMCG companies.37

Khan, F. and C. Prior (2010) in their paper critically explores consumer

perceptions and trends regarding purchasing locally produced food. Until recently,

much of the research in this area largely focused on regional consumers where rural

consumers had reasonable access to locally produced food and were usually in close

proximity to the producers within, or close to, their immediately.38

36

Ragavendra Rao(2010), “Multinational FMCG Stocks see Spurt in Activity”,

Business Line November 10 ,P.5

37 A report “Higher spends M&A power Sector” Business Line, November 11, 2010, P.5

38 Khan, F. and C. Prior (2010), “Evaluation the Urban Consumer with regard to

sourcing Local food: a Heart of England study,” International Journal of

Consumers Studies, Volume 34 Issue I, March .pp.161-168.

40

Silva.B “et al”. (2010) conclude that Indian shoppers are quite influenced by the

visibility, advertisement and attractive bumper offers on the product. They have found

some important factors which can increase the customer’s loyalty as well as the

demand for the products in the supermarkets.39

Gihan wijesundera(2010) in his article, “Factors influencing the demand of

beauty soap among female consumers in the greater Clombo region”. explores how the

marketing mix and demographical factors influence the brand preference and

purchasing behavior of beauty soap among the female consumers in the greater

Colombo region. The result indicates that there were statistical relationships between

price, product, education, occupation and brand preference and there was no statistical

relationship between place, promotion, age, income, marital status, skin type, social

factors, and substitute product with the brand preference. Thus the research concludes

that the price, product, education and occupation alone have a statistical relationship

with the brand preference of female consumers in the Colombo region.40

Talwar. P., “ et al (2011) comes to the conclusion that FMCG Companies mainly

focus on specific customized promotional strategies which include using local language

and talent for a particular place and conduct different training programs in order to

expand rural penetration.41

39

Silva.B,Silva.S and Bhuptani.R(2010), “Positioning Strategies in Indian

Supermarkets” An Empirical study, East Journal of Psychology and Business.

Volume 10, pp.32-48.

40 Gihan Wijesundera(2010) in this article; “Factors influencing the demand of beauty

soap among Female Consumers in the greater Colombo Region”. ICBI -University

of Kelaniya. Sri Lanka.

41 Talwar P., Sangwan S.,Sharma K. (2011), “ Retailing Prospects in Rural Market,”

International Journal of Computer Science and Communication, VOl2, No2, July-December,527-529.

41

Prialatha P., (2011) concludes in her study that the factors are related to the

personal care brands and rural consumers. The study did not take into consider the

influence of advertising and other promotional factors. From the study it is evident that

quality of personal care brands are given more emphasis and the difference in

educational level of respondents is significant in the case of certain factors namely

quality, nearness to selling point and retailer. With increased education the rational

thinking of rural consumers is improved and impulse buying is reduced. They make

more rational decisions even though they belong to the rural regions. Income has a

significant difference across marital status and gender of respondents in influencing

their purchase decision. Majority of the consumers do not mind visiting towns/city to

buy good quality brands of Personal care products42

Aarti Krishnan (2011) in his article entitled “Spate of Price Hikes Spells out

Good Fortune for FMCG Industry” highlights that FMCG players seem to be regaining

their pricing power with Hindustan Unilever taking price increase of 5 to 8 Per cent in

soap and detergent, Dabur India 3 to 4 Per cent and Britania industry on 5 to 10 % on

select brands of biscuits over the past 6 months. After dealing with rampant inflation,

bruising competition and parsimonious consumer in 2009-10 listed players in the

FMCG segment can now look forward to an easier year ahead. A 20 Per cent increase

in corporate India wage bill, strong hiring plans and good monsoon may put consumers

in a mood to spend more lavishly on FMCG this year. Sales growth for the listed

FMCG companies thus averaged a reasonable 10 Per cent in the first half of 2010- 11

aided mainly by better sales volumes. In fact with input cost rising, soap and detergent

42

Prialatha P. (2011), “A Study on Factors Influencing Rural Consumer Buying

Behavior Towards Personal Care Products in Coimbatore District,” International

Journal of Research in Commerce & Management, Volume2, Issue9, September,

52-57.

42

selling prices have already been pegged up by 5-6 Per cent coconut hair oil by 10-13

Per cent and biscuit by 5-10 Per cent the last 6 months.43

Surekha Poddar (2011) opines that “FMCG is the industry of choice for B –

School Students. More than half of the students (54%) of 30 B schools participating in

an employment survey have voted FMCG as their industry of choice for that year.

FMCG has seen highest rise in preference followed by the sectors such as management,

consulting, investment banking, oil and energy and auto mobile. There is a still a flight

to stability with sector and employer that are seeing to offer greater resilience during

downturns gaining greater preference.44

Sharma and Mehta (2012) report that frequency of shampoo use in males is

less compared to females and the consumers use it only for cleaning, not for making

their hair healthier or stronger. Male consumers use shampoo on special occasions such

as weddings. The majorities of respondents prefer televisions for advertisement and are

not satisfied with the quality of the shampoo and the free gifts offers with them. Sachet

is more preferred as compared to bottles for the purpose of packaging of shampoo.45

43 Aarti Krishnan (2011), “Spate of Price Hikes Spells out good Fortune for FMCG

Industry” Business Line, 27 December, P.1.

44Surekha Poddar (2011), “FMCG is the Industry of choice for B – School Students”,

Business Line, December 23, 2011, P.4

45 Sharma and Mehta (2012), “Customer attitude towards the use of shampoos: a case

study Sirsa city,” International Journal of Research in Finance and Marketing,

volume No.2, Issue No.2, pp 267-278.

43

Md. Abbas Alli, “et al”.(2012) state that companies marketing FMCG to rural

consumers cannot merely extend their general marketing strategies to rural markets.

Instead, they need to devise specific strategies. Such as they understanding crucial

issues relating to rural consumer behavior and more specifically relating to different

geographic regions of the country. This paper focuses on understanding factors that

affect the rural purchase of FMCG in south India.46

Kavitha T.C (2012), reveals in her study that the new phase of rural

consumption appears to provide a great opportunity for the FMCG sector. Marketers

need to evolve new strategies to connect and communicate with a more aware and

unreserved consumer than ever before.47

Swarna(2012) revealed in her study that gender plays an important role in

consumer behavior .She stated that men and women behaving differently in selecting

the products as there are differences in their expectations, wants, needs and life styles.48

46

Md. Abbas Alli, Venkat Ram Raj Thumilk and Naseer Khan(2012), “ Factors

Influencing Purchase of FMCG by Rural Consumers in South India,” International

Journal of Business Research and Development Volume 1.No.1.pp-48-57.

47Kavitha T.C (2012), “A Comparative Study of Growth, Challenges and

Opportunities in FMCG of Rural Market,” International Journal of Business and

Management Review, Volume 2, Issue 3.

48Swarna (2012), “Impact of gender on consumer purchase behavior,” Journal of

Commerce and Management, 1(9), pp 10-18.

44

Ramalingam.L.P.(2012) in a research investigation highlight out the attitude of

rural consumers. He investigates the level of attitude of rural consumers towards ISI

mark on white goods with the help of socio-economic variables.49

C.Muthuvelayutham(2012) in his study titled the Study of Consumer Brand

Loyalty on FMCG- Cosmetic Products with reference to Madurai’’ analyzes the

relationship between demographic variables and the brand loyalty of the consumers and

tries to identify factors influencing the consumers with shifting of selected product

category. This study is essentially a correlation study. A randomly selected sample 600

from Tamil Nadu State, South India, particularly Madurai, Tuticorin, Kanyakumari

districts were selected to indicate the amount of correlation between the variables, Chi-

square test was used the results of which show that among the variables age, education

level and gender have the most significant impact on consumers brand loyalty.50

Mohammad Naquibur Rahman(2012), finds that consumers consider

advertisement as a reliable source of knowledge as compared to others,(friends,

neighbors, reference group) opinions. Advertisements play a very important role to

affect any high or low income group, but expensive products and the repletion of

advertisement did not affect the consumer buying behavior.51

49

Ramalingam.L.P.(2012), “Attitude of Rural Consumers towards ISI Mark on White

Goods.” Monthly public Opinion Survey- The Indian Institute of Public Opinion,

Volume VII, NO.4, Issue 676, January, pp20-28

50 C.Muthuvelayutham(2012) , “The Study of Consumer Brand Loyalty on FMCG-

Cosmetic Products with reference to Madurai,” European Journal of Scientific,

Volume.7, pp.127-143.

51 Mohammad Naquibur Rahman(2012), “Impact of Advertisement: an empirical study

of FMCG products in KSA Asian Journal of Multidimensional Research Volume 1

issue 4, September.

45

Anupam Jain and Meenashi Sharma (2012) established that brand awareness

in rural areas particularly in respect of beauty care due to continuous and steady

improvement in consumer and health care products is showing an increasing tendency.

People are not worried about the price of product. But really to pay a higher price if and

when they can afford spend for the usage of branded products of reputed companies

will elevate their status in the village. Brand quality, price, availability, family liking,

advertisement, Varity and credit attributes have been taken as variables for the

measurement of Brand perception in the study.52

Jain. A, (2012) studied that, the brand awareness in rural areas particularly in

respect of beauty care and health care products is showing an increasing tendency.

Most of the people both from illiterate and literate groups prefer branded products with

the belief that quality is assured as the manufacturers are reputed companies, for

example Colgate Tooth Paste, Head & Shoulder shampoo. People are not worried about

the price of the product. They are showing willingness to spend higher price when they

realize that they can afford to spend. Since the usage of branded products of reputed

companies will elevate their status as well as importance in that village. This change in

the attitude to spend more on the highly priced branded products (Example: Dove Soap,

Gorniour Hair Oil) among high income groups in rural areas clearly suggests that there

is an ample scope for such products to capture the markets in this areas by increasing

the supply of these products.53

52

Anupam Jain and Meenashi Sharma (2012), “Brand Awareness and Customer

references for FMCG products in Rural Market: An empirical study on the Rural

Market of Garhwal Reign, VSRD International Journal of Business and

Management Review Volume 2, and Issue-3.

53Jain A., (2012). Brand Awareness’ and Customer Preferences for FMCG Products in

Rural Market of Garhwal Region, VSRD-IJBMR, Volume 2(8), pp 434-443.

46

Siras M. (2012) argues that, rural marketing should not give the impression

that rural markets have not been exploited at all. His study to highlight the growing

importance of rural markets in the fast changing economic situation. Already,

substantial penetration has been made by the producers of most of the consumer goods.

Though the cost of distribution and promotion is bound to be high and producers even

may incur loss in the initial stages, this should not discourage them from entering the

market the potentialities of the rural market are great definitely. With the changing

economic conditions in the country, and with better purchasing power, among the rural

population, the newly emerging rural markets are bound to yield rich dividends54

Rahman M., “et al”. (2012) states that, in India the market share of hair care

segment contributes a considerable amount of 9% of FMCG sector which is

continuously increasing from Rs. 6230.8 crores Rs. 8417.79 crores during the period of

2008-09 to 2010-11. The shampoo market is dominated by Hindustan Unilever Ltd.

with a market share of 46% followed by Procter and Gamblewith 24%. The top

shampoo brands Sun silk, Clinic Plus, Pantene and Head & Shoulders are placed in the

‘Stars’ cell of BCG matrix of shampoo brands of India.55

Mohammad Ali Daud(2013) observes that even if rural consumers do have the

aggregate monthly income to purchase branded products, they tend not to have enough

money at one point of time to actually make the purchase of an item. This is why in

54

Siras M. (2012). Rural Marketing-Potential and Strategies for Durables, A Study in

Ghaziabad District. International Journal of Trade and Commerce, Volume1, No1,

January-June, pp 60-69.

55 Rah man M., Kazi R., Sourav S. (2012). Analysis of Hair Care Products with

Reference to Shampoo Market in India, Abhinav National Monthly Refereed

Journal of Research in Commerce & Management, Volume1, Issue11, pp 177-184.

47

areas where branded products are available, they are often sold in loose quantities since

they fall into the purchasable range.56

56

Mohammad Ali Daud(2013), “Awareness of Brand and Increasing Customers

Demand for FMCG products in Rural Market: The Rural market of Uttar

Pradesh, International Journal of Engineering and Management science, Volume

4, pp79-82.

48

LITERATURE ON ORGANISED RETAILING

John Mano Raj (2007) makes an analysis of the attractions for the FMCG

marketers to go to rural and the urban markets and uses a suitable marketing strategy

with the suitable example of companies and their experience in going rural. Thus the

rural marketing has been growing steadily over the years and is now bigger than the

urban market for FMCG. Globally, the FMCG sector has been successful in selling

products to the lower and middle income groups and the same is true in India. The

marketers need to develop different strategies to treat the rural consumers since they are

economically, socially and psycho-graphically different from each other. This paper

covers the attractions for the FMCG marketers to go to rural, the challenges, the

difference between the rural and urban market and the suitable marketing strategy with

suitable customers58

Hemashree(2008) lists the factors required by consumer while doing retail

shopping such as convenient location of the supermarket, range of products, available,

convenience, availability of quality products,. Reasonable prices, packing facility,

payment methods, environments enjoyable, attractive packing, scheme and offers,

better service to customers, home delivery, save time of shopping, working women and

convenience, attractive adverting, store image, behavioral of the employees, freshness

of the products, labeling, product warranty, good quality products, frequency of units,

among spare and so on are discussed in this study.59

58 John Mano Raj (2007), “Social Changes and the Growth of Indian Rural Market: An

Invitation to FMCG sector,” International Marketing Conference on Marketing and

Society, PP 8-10, IIMK.

59 Hemashree (2008), “A Study on Working and Modern and Traditional Retail

Outlets: a Comparative Analysis,” Master Thesis submitted to University of

Agriculture science, Dharwad.

49

Cherukuri Jayasankaraprasad(2010) makes a multiple discriminate analysis

of various existing retail formats like physical surroundings (ambience, store design

and visual merchandising), task definition (regular purchase, purchase in large

quantities and getting ideas/ knowing new product),perceived risk (time , financial, and

physical), temporal aspects (time spent and convenient timing hours), and socials

interactions and experience which have significant effect on supermarket and

hypermarket store format choice decisions60

Sivaraman(2010) in his paper highlights the impact of organized retailing on

unorganized retailing and finds that there are few important factors which are measured

by customers while shopping from any retail outlet like assortment of the products shop

proximity, brand choices, price, store ambience, credit availability, store image and

complements.61

Thenmozli and Dhanapal (2011) the authors concludes that the retail service

quality factors identified by customers in unorganized outlets are store merchandise,

access, Personal Interaction, Problems solving, Policy and physical aspects. Which

have a significant impact on customer satisfaction and customer loyalty in retail

outlets.62

Manju Smita Dash (2011) observes that the organized retail which frequently

accounts for only 4.6 Per cent of the total market is likely to increase its share to over

30 Per cent by 2013. The Indian retail industry is undergoing a paradigm shift and next

60 Cherukuri Jayasankaraprasad(2010), “Effect of Situational Factors on Store Format

Choice Behavior in Food and Grocery Retailing in India; Multiple discriminate

analysis, IBSU Scientific Journal p1-30.

61 Sivaraman (2010), “The Future of Unorganized Retailing in Kanyakumari District,

“Asian Journal of Management Research, p.1-9.

62Thenmozli and Dhanapal (2011), “Unorganized Retailing in India- A Study on Retail

Service Quality,” European Journal of Social Services,” Vol. 23, No1, pp 68-75.

50

generation retailing, has evolved with new standards and benchmarks set for the sector,

with higher and sophisticated technology at one end and increasing customers focus on

the other. She concludes that high- end technology, experimenting with innovative

formats and enhanced customer centricity for building a loyal clientele organized

retailing.63

Sathya,Sheela Rani(2012) study on private label (retailers own brand) finds

that Grocery and food retailers are able to popularize the private labels brands, which

have attracted consumers and created keen interest in making purchase decision of

these brands. Private label brand is emerging because of the growth of organized

retailers.64

Sanjay Manocha ,Anoop Pandey(2012) has discussed modern retailing is not threat

to independent mom and pop stores as most of the consumers said that they never

stopped visiting Kirana store. Organized retailing is beneficial for India because it is

not alarming to create conflict with unorganized stores into nascent organized stores.

The authors has also discuss the growth of modern retailing in India which is not at a

very fast pace65

Mitual Deliya, “et al”.(2012) results in impact of organized retailers on

unorganized retailers, the finding suggest that there is a decrease in numbers of footfalls

of the customer visiting unorganized retail due to emergence of more organized

63 Manju Smita Dash (2011), “Next –Generation Retailing in India: An empirical study

using Factor Analysis,” International Review of Management and Marketing,

Volume, 2, pp.25-35.

64Sathya,Sheela Rani(2012), “An Analysis on Consumers Intention of Buying Private

label Brands within Food and Grocery Retail Sector- A Study in Chennai Region,”

SAJMMR, Vol2, issue 6, p 8-14.

65 Sanjay Manocha ,Anoop Pandey(2012), “Organized Retailing in India: Challenges and

Opportunities,” VSRD International Journal of Business and Management Research, vol2 (3)., p65-80.

51

retailers, and another finding suggests that majority of middle class is buying from

unorganized retailers.66

Ram Venkatachalam, Arwah Madan(2012) in their study highlight that level of

price, quality of fresh groceries and availability of exotic fruits and vegetables, display

and cleanliness and hygiene, home delivery and credit facility provided by both the

organized and unorganized retailers. Change in customer preference has been noticed

while shopping fresh grocery from unorganized or organized retailers. The author has

also mentioned that organized retailing is doing the right things to sustain, survive and

grow67

Sahid Akthrer and Equabal(2012) opine that Indian Retail Industry is marketed

among the ten largest retail markets in the world. The attitudinal shift of the Indian

consumer and the emergence of organized retail have transformed the face of retailing

in India. The paper discusses growth of retail sector in India, strategies, strength and

opportunities of retail format in India, recent trends and opportunities and concludes the

likely impact of the entry of global players into the Indian retailing industry and

highlights the challenges faced by the retail industry.68

Monika Talreja, Dhiraj Jain (2013) point out those both modern and

traditional retailers will co-exist in India for some time to come, as both of them have

their own competitive advantages. The kirana stores have a low-cost structure, location

66

Mitual Deliya, Bhavesh Parmar, Patel (2012), “A Study on Consumer buying

Behavior towards organized and unorganized,” International Journal of Research in Management, Economics and Commerce ISSN; 2250-057 vol2, issue.5 p.64-82.

67 Ram Venkatachalam,Arwah Madan(2012), “A Comparative Study of Customer

Preference towards Fresh Groceries: Organized v/s Unorganized Retailer,” IPEDR

vol55.38,p188-192.

68 Sahid Akthrer and Equabal(2012), “Organized Retailing in India-m Challenges and

opportunities,” International Journal of Multidisplinary Research., Volume 2, January,

PP-281-291.

52

advantage, and customer familiarity organized retail offers a mixture of product width

and depth and a better shopping experience. Organized retailing a destination shop for

buying fresh fruit and vegetable.69

Navganathan Venkatesh(2013) in his paper has mentions overall forecast from

different researches have stated that retail growth will grow 15 to 20 Per cent over the

next five years, based on strong fundamentals of macroeconomics conditions of India

and its younger populations rising disposable incomes and rapid urbanization. Key

success factor for foreign retail investors are the younger population of India’s who are

under the age of 25, a huge potential market is waiting to explore and the internet

accessibility is also key factor where from rural to urban city everyone has the easy

access to internet. As 121 million Indians have internet access, and more than half of

them access the web via their mobile phone.70

Srivastava(2013) compares retail in India and retail in South Africa and that

branding of the retail stores is actively followed in South Africa but in India retailers

perceive, it as a part of business. Security system on purchase and prevention of theft is

better in South Africa than Indian system and it has to be developed as prime concern.

69

Monika Talreja, Dhiraj Jain (2013), “Changing consumer perception towards

organized retailing from unorganized retailing- an empirical analysis,”

International Journal of Marketing, Financial Services and Management Research

Vol.2, N0.6.June.2013.

70 Navganathan Venkatesh(2013), “Indian Retail Industries Market Analysis: Issues,

Challenges and its Opportunity for the 21st century.” International Journal of

Application or Innovation in Engineering and Management, pp, 264-173.

53

The segmentation strategy for both the countries retailers are somewhat matching on

the basis of income and age.71

Hameedunissa(2013) in her paper consumer psychology towards supermarkets

focuses on peoples thoughts, beliefs and perception influence consumer behavior. The

role of consumers psychology has been discussed in this paper that how it affects a

consumer towards buying from any outlet.72

Seema, “et al”. (2013) discusses the development of Indian retail and points out

that the organized sector is growing at a frenzied pace. From a simple activity of selling

in small markets to a more sophisticated task of bidding online, retailing has showcased

several successful forms and facts. India has been discussed as a young nation having

sixty Per cent of population with 35 years and a huge market.73

Manish Jain (2013) finds availability and variety, service, ambience/ show of the

store, discount and price, quality of goods and promotion as the major factors

considered and preferred by customers while choosing organized retailer for

shopping.74

Anuja Shukla, Ankur Shukla(2013) the authors have focused on shifting

preference of customers from traditional retail to emerging new retail formats. Value of

71

Srivastava (2013), “A Comparative Study of Retail scene of Two Emerging India and

South Africa –An Exploratory Study.” International center for Business Research

Issue vol2,p 35-46.

72 Hameedunissa(2013), “Consumer Psychology towards Supermarkets,” Indian

Journal of Applied Research ISSN 2249-3622, p 73-85.

73 Seema, Shenoy, Seyueira and Devaraj (2013), “The Saga of Indian Retail Avalanche,”

International Journal of Development Research. Vol. 3, issue 6, p 26-29.74

Manish Jain(2013), “Factor Affecting Consumer Preference of Shopping at

Organized Retail Store in Indore,” AISMR

54

customer to be treated as a asking can be seen today because of the competition. The

shopping experience of increasing due to increase in the share of organized retailing.75

Most of the studies reviewed analyses the consumer behaviour on durable

commodities. The studies relating to Fast Moving Consumer Goods (FMCG) are very

limited and also studies on rural consumer behaviour are scanty in the marketing

research field. Some studies and many research articles have been identified by the

researcher on the marketing of FMCG from the point of view of consumers with

different objectives. These studies allow scope for further enquiry. However, there has

been no study specifically on the perception of retailers as well as consumers on the

marketing and consumption of. In this context that a study on the marketing of FMCG

from the point of view of retailers and consumers has been undertaken to fill the

research gap and to develop further literature with reference to marketing of FMCG in

general and to Madurai District in particular.

SUMMARY

This chapter has review the studies relating to marketing of found in the early

literature to form the base for further studies in the field. It has also summed up the

important findings which serve as a base for the researcher to gain insight into the

various aspects of the study, enabling him to expose the areas of study for further

research. As such, this chapter has described in capsule form all the previous studies

relating to the present study.

75 Anja shukla, Ankur shukla (2013), “A study of charging consumer Behavior towards convenience

stores by Entrance of malls in India, ” Zenith International journal of Business Economics and

Management Research Volume 1, PP.2-6.