Table Index: NO. NO

TABLE INDEX
NO.
CONTENTS
PAGE
NO.
CHAPTER I
INTRODUCTION
Table
1.1
Sample Size
CHAPTER III
RURAL MARKETING OPPORTUNITIES
AND CHALLENGES FOR FMCG

Table
3.1
Rural Market Demographics
49
3.2
Occupational Profile of Indian Consumers
51
3.3
Per Capita Household Expenditure (in Rs.)
53
3.4
Consumption Pattern
54
3.5
Rate of Growth of FMCG Products in Rural/

Urban sectors
3.6
CHAPTER IV
55
All India Percentage of Rural Population by

MPCCE Levels
56
3.7
Rural Tools
57
3.8
Incidence of Poverty (per cent)
76
CONSUMPTION OF FMCG IN RURAL AREAS

A CLASSIFIED ANALYSIS
Table
4.1
Age and Consumption of Health Drink
90
4.2
Sex and Consumption of Health Drink
91
4.3
Size of the Family and Consumption of

Health Drink
4.4
92
Educational Qualification and Consumption of

Health Drink
93
4.5
Occupation and Consumption of Health Drink 94
4.6
Number of Earning Members and Consumption

of Health Drink
4.7
Monthly Family Income and Consumption of

Health Drink
4.8
96
Annual Savings and Consumption of

Health Drink
4.9
95
97
Age and Awareness of more no. of Brands in

Tooth Paste/ Powder Category
98
4.10 Gender and Level of Awareness of Brands in

Tooth Paste/ Powder Category
4.11
99
Educational Qualification and Level of

Awareness of Brands in Tooth Paste/ Powder
Category
100
4.12
Occupation and Level of Awareness of

Brands in Tooth Paste/Powder Category
101
4.13 Age and Awareness of Brands in Tooth Paste/

Powder Category
102
4.14 Gender and Awareness of no. of Brands in

Toilet Soap Category
103
4.15 Educational Qualification and Awareness of

no. of Brands in Toilet Soap Category
104
4.16 Occupation and Awareness of no. of Brands

in Toilet Soap Category
105
4.17 Age and Awareness of no. of Health

Drink Brands
106
II
4.18 Gender and Awareness of no. of Health

Drink Brands
107
4.19 Educational Qualification and Awareness of no.

of Health Drink Brands
108
4.20 Occupation and Awareness of no. of

Health Drink Brands
109
4.21 Monthly Family Income and Awareness of no.

of Health Drink Brands
110
4.22 Age and Importance Given to Promotional

Offers
111
4.23 Gender and Importance Given to Promotional

Offers
112
4.24 Size of the Family and Importance

Given to Promotional Offers
113
4.25 Educational Qualification and Importance

114
4.26 Occupation and Importance Given to

Promotional Offers
115
4.27 No. of Earning Members and Importance

116
4.28 Monthly Family Income and Importance

117
4.29 Annual Savings and Importance Given to

Promotional Offers
118
4.30 Age Groups and the Average Rating Given

for Tooth Paste/Powder
119
4.31 Gender and the Average Rating Given

III
for Tooth Paste/Power
120
4.32 Size of the Family and the Average Rating

Given for Tooth Paste/Powder
121
4.33 Educational Qualification and the Average

Rating Given for Tooth Paste/Powder
122
4.34 Occupation and the Average Rating Given

123
4.35 No. of Earning Members and the Average

124
4.36 Monthly Family Income and the Average

125
4.37 Annual Savings and the Average Rating Given

126
4.38 Years of Usage and the Average Rating Given

127
4.39 Awareness of Brands in Tooth Paste/Powder

and the Average Rating Given for
Tooth Paste/Powder
128
4.40 Same Brand Usage and the Average Rating

Given for Tooth Paste/Powder
129
4.41 Age Groups and the Average Rating Given for

Toilet Soap
130
4.42 Gender and the Average Rating Given for

Toilet Soap
131
4.43 Size of Family and the Average Rating Given

for Toilet Soap
132

IV
Rating Given for Toilet Soap
133
4.45 Occupation and the Average Rating Given for

Toilet Soap
134

135

136

for Toilet Soap
137
4.49 Awareness of Brands in Toilet Soap Category

and the Average Rating Given for Toilet Soap 138
4.50 Same Brand Usage and the Average Rating
Given for Toilet Soap
139
4.51 Age Groups and the Average Rating Given for

Health Drink
140
4.52 Gender and the Average Rating Given for

Health Drink
141
4.53 Size of the Family and the Average Rating

Given for Health Drink
142

Rating Given for Health Drink
143
4.55 Occupation and the Average Rating Given for

Health Drink
144

145

146
V

for Health Drink
CHAPTER V
147
RURAL CONSUMER BEHAVIOUR AND

PRODUCT PREFERENCE
Table
5.1
Consumer Behaviour in FMCG Sector

with Reference to Rural Markets
149
5.2
Frequency of the Usage of the Product
150
5.3
Reason for not using Health Drink

Multiple Responses
151
5.4
Family Consumption Pattern
152
5.5
No. of family members using toilet soap
152
5.6
No. of Family members using

health drink
153
5.7
Buying Decision
153
5.8
Brand Choice
154
5.9
Brand Loyalty Pattern
155
5.10 Reason for Changing Brand
155
5.11 Place of Purchase
157
5.12 Frequency of Purchase
158
5.13 Mode of Payment
159
5.14 Advertisement Impact
160
5.15 Media Motivation
161
5.16 Discount Impact
162
5.17 Celebrity Endorsement
163
5.18 Extent of Celebrity influence
163
5.19 Knowledge of Project Shakti
165
5.20 Buying Pattern through SHG
165
VI
5.21 Level of awareness on

Tooth paste/powder brands
165
5.22 Tooth Powder Brand used
166
5.23 Tooth Paste Brand used
167
5.24 Toilet Soap Awareness
169
5.25 Toilet Soap Reference
169
5.26 Health Drink Brand Awareness
171
5.27 Health Drink Brand Preference
171
VII
CHART INDEX
NO.
CONTENTS
PAGE
NO.
CHAPTER III
RURAL MARKETING OPPORTUNITIES

AND CHALLENGES FOR FMCG
Chart
3.1
Wholesale Price Index
CHAPTER V
RURAL CONSUMER BEHAVIOUR AND
75
PRODUCT PREFERENCE
Chart
5.1
Reason for not using Health drink

- Multiple Response
151
5.2
Reason for Changing the Brand
156
5.3
Place of Purchase
157
5.4
Frequency of Purchase
158
5.5
Advertisement Impact
160
5.6
Discount Impact
162
5.7
Celebrity Influence
163
5.8
Extent of Celebrity Influence
164
5.9
Tooth Powder Brand used
166
5.10 Tooth Paste Market Share
168
5.11 Toilet Soap Preference
170
5.12 Health Drink Brand Preference
172
VIII

Table Index: NO. NO

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TABLE INDEX

RURAL MARKETING OPPORTUNITIES

AND CHALLENGES FOR FMCG

Rural Market Demographics

Occupational Profile of Indian Consumers

Per Capita Household Expenditure (in Rs.)

Rate of Growth of FMCG Products in Rural/

All India Percentage of Rural Population by

Incidence of Poverty (per cent)

CONSUMPTION OF FMCG IN RURAL AREAS

Age and Consumption of Health Drink

Sex and Consumption of Health Drink

Size of the Family and Consumption of

Educational Qualification and Consumption of

Occupation and Consumption of Health Drink 94

Number of Earning Members and Consumption

Monthly Family Income and Consumption of

Annual Savings and Consumption of

Age and Awareness of more no. of Brands in

4.10 Gender and Level of Awareness of Brands in

Educational Qualification and Level of

Occupation and Level of Awareness of

4.13 Age and Awareness of Brands in Tooth Paste/

4.14 Gender and Awareness of no. of Brands in

4.15 Educational Qualification and Awareness of

4.16 Occupation and Awareness of no. of Brands

4.17 Age and Awareness of no. of Health

4.18 Gender and Awareness of no. of Health

4.19 Educational Qualification and Awareness of no.

4.20 Occupation and Awareness of no. of

4.21 Monthly Family Income and Awareness of no.

4.22 Age and Importance Given to Promotional

4.23 Gender and Importance Given to Promotional

4.24 Size of the Family and Importance

4.25 Educational Qualification and Importance

4.26 Occupation and Importance Given to

4.27 No. of Earning Members and Importance

4.28 Monthly Family Income and Importance

4.29 Annual Savings and Importance Given to

4.30 Age Groups and the Average Rating Given

4.31 Gender and the Average Rating Given

for Tooth Paste/Power

4.32 Size of the Family and the Average Rating

4.33 Educational Qualification and the Average

4.34 Occupation and the Average Rating Given

4.35 No. of Earning Members and the Average

4.36 Monthly Family Income and the Average

4.37 Annual Savings and the Average Rating Given

4.38 Years of Usage and the Average Rating Given

4.39 Awareness of Brands in Tooth Paste/Powder

4.40 Same Brand Usage and the Average Rating

4.41 Age Groups and the Average Rating Given for

4.42 Gender and the Average Rating Given for

4.43 Size of Family and the Average Rating Given

4.44 Educational Qualification and the Average

Rating Given for Toilet Soap

4.45 Occupation and the Average Rating Given for

4.46 No. of Earning Members and the Average

4.47 Monthly Family Income and the Average

4.48 Annual Savings and the Average Rating Given

4.49 Awareness of Brands in Toilet Soap Category

4.51 Age Groups and the Average Rating Given for