AMITY BUSINESS SCHOOL, NOIDA

DISSERTATION SYNOPSIS
Name of the candidate: Kamran Khan
Garima Kohli Malik

Faculty Guide: Dr.

Enrollment Number: A0102213225

Program And batch: MBA Marketing & Sales 2015

1. Title of the study:

Consumer Buying Behavior & Brand Loyalty in Semi-Rural India: FMCG Personal
Care
2. Problem statement:

To study the awareness of various personal care brands in Rural India.

To study the brand loyalty of various personal care brands in Rural India.
To identify the presence and importance of local brands.
To study various factors influencing the purchase decision of Rural
customers.

3. Relevance of the study:

In India more than 72% population is living in villages and FMCG companies are
famous in selling their products to the middleclass households, it means rural
India is a profitable and potential market for FMCG producers. Rural consumers
incomes are rising and willing to buy the products which improve their lifestyle.
Producers of FMCG have to craft their marketing strategies exclusively for rural
consumers. In this process they need to understand the rural consumer buying
behavior which may differ geographically. The present study focuses on the
impact of advertisement on consumer behavior for FMCG in Rural Areas With
reference to personal care products as well as the factors influencing the
purchase decision and the effect of spurious products which are at large in rural
India.

4. Literature Review /Conceptual framework:

Namasivayam (1988) in Impact of advertisement on consumer preference for
toilet soaps suggests that audio visual advertisement is the most important
factor that induces customers to select a particular brand.

N.Ravishankar, A.S.Rajarao & B.P.Raju (1995) in Rural Markets Features &

Marketing Strategies suggest that marketers are looking at rural markets as
competition in urban centres is getting fierce. The authors feel that the
marketing mix must be assembled keeping in mind the unique requirements of
the rural market.
P. Indrasena Reddy (1996) in Rural Marketing in India-Problems & Prospects
emphasizes on product planning for rural markets. The product design, colour,
size and quality must be in tune with the tastes and preferences of the rural
consumer. He is of the opinion that good infrastructure is an essential
prerequisite for development of rural markets. Moreover, there is need to train
and develop the sales force to serve the rural consumers.
C. Madhavi & S. Arul Kumar (2006) in their study Rural Marketing for FMCG
found that most of the consumers are influenced by the quality of the product,
followed by price. Rural consumers expect quality products (functional aspects)
at a reasonable price.
Mishra & Sakthivel (2005) in Effectiveness of sachets in modifying rural
consumers buying behavior and their consumption pattern suggest that it is a
bold move by FMCG conglomerates to motivate rural consumers to try new
products. Sachets have proved to be a promotional tool rather than innovative
packaging.

5. Research Methodology.
Descriptive research will be conducted.
Primary research will be undertaken with the help of questionnaires and
interviews.
Secondary research on the basis of research papers, census and surveys.

6. Tentative Chapter Scheme.

Introduction
Review of literature/Conceptual Framework
Data interpretation
Research analysis
Findings
Conclusion
Annexture

References/Bibliography
http://www.academia.edu/4964726/A_STUDY_OF_BUYING_BEHAVIOUR_OF
_RURAL_CONSUMER_A_Proposal_with_reference_to_Kumaun_Division_of_
Uttarakhand
https://globaljournals.org/GJMBR_Volume13/4-An-Investigation-ofConsumer-Buying.pdf
https://www.sciencetarget.com/Journal/index.php/IJBRD/article/view/138

Signature of Student
Signature of Faculty Guide
Date

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