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Advanced Consumer Behaviour

Rural areas in India contribute significantly to the country's economy. They account for 70% of the population but provide 56% of India's income, 64% of expenditures, 33% of savings, and over half of fast-moving consumer goods and durables sales. Characteristics of rural consumers that influence their purchasing behaviors include patterns of purchase and consumption, perceptions and attitudes, brand loyalty, and influence of reference groups. Tables in the document provide data on per capita consumption of toothpaste in different countries, growth of India's fast-moving consumer goods sector, and per capita consumption of various products in urban and rural areas.

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58 views

Advanced Consumer Behaviour

Rural areas in India contribute significantly to the country's economy. They account for 70% of the population but provide 56% of India's income, 64% of expenditures, 33% of savings, and over half of fast-moving consumer goods and durables sales. Characteristics of rural consumers that influence their purchasing behaviors include patterns of purchase and consumption, perceptions and attitudes, brand loyalty, and influence of reference groups. Tables in the document provide data on per capita consumption of toothpaste in different countries, growth of India's fast-moving consumer goods sector, and per capita consumption of various products in urban and rural areas.

Uploaded by

IMRAN ALAM
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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What comes from rural India:

  2001(In 2011(In Difference


Crore) Crore) (Crore)

India 102.9 121.0 18.1


• 70% of India’s population
Rural 74.3 83.3 9.0
• 627,000 villages
Urban 28.6 37.7 9.1
• 56% of income  

• 64% of expenditure

• 33% of savings

• 54% FMCG sales

• 59% durables sales


Characteristics of Rural Consumer

Rural consumers purchase a product as a result of certain physical, social and economical forces creating
a desire or a want for the products. A producer can be successful in selling his products only when he
identified the need and wants of the consumers. Important characteristics of the rural consumer denoting
his/her peculiar buying behaviour include the following :

1. Pattern of Purchase and Consumption


2. Influence of Perception and Attitudes
3. Degree of Brand Loyalty
4. Reference Groups
 Portfolio of over 300 ayurvedic
products
 Directly employs more than 34,000  Portfolio of over 250 Herbal/Ayurvedic
 More than 4.0 million outlets people products.

 3,150 distributors  Consolidated total income stood at Rs  Across 100 countries.


53,991.36 crore (US$ 7.66 billion) in
 Total income of Rs 2,654.88 crore FY20  Network covering 6 million retail outlets.
(US$ 376.63 million) in FY20
 Leading Fast-Moving Consumer  Consolidated total income from operations stood
 Leading and fastest growing personal Goods company in India at Rs 9,008.88 crore (US$ 1.28 billion) in FY20.
and healthcare businesses in India
 Ranked No. 3 globally in Foods  World leader in Ayurveda.
 Entered hand sanitiser segment under Industry for Environmental, Social,
its flagship skincare brand, BoroPlus and Governance (ESG) Performance
Table 1 shows Per Capita Consumption of Table 3 shows the distribution of FMCG market by income in urban
Tooth Paste and rural market
SI. No. Country Consumption in
gms
1 India 70

2 Europe 300

3 Thailand 150

Table 2 shows Growth of FMCG Sector in


India
Year Market Size (Rs. Billion)
Urban Rural Total
Table 4 shows the per capita consumption of key product categories in urban and rural
1998- 371.3 415.5 786.8 markets for the period 2012 - 2013.
99

2008- 818.9 649.4 1468.3


09

2018- 1780.7 1325.8 3106.5


19

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