| Abstract |
Probably the most challenging task in marketing is to
understand consumer behaviour. This paper briefly describes
about the present Indian FMCG market scenario, various
changes occurred in consumer behaviour as well as marketing
practices in India. It explains the challenges a marketer faces
while dealing with rural as well as urban consumer. It tries to
throw some light on how Indian consumers undergone a major
transformation over last few years, growth prospects,
advantages, market opportunities, sectoral opportunities etc.
The paper highlights on some positive and negative aspects of
FMCG sector on the basis of SWOT analysis and different factors
responsible for the significant growth and success of this sector. |
| Description |
Consumer behaviour is the study of when, why, how, and where people do or do not buy products. It blends elements from psychology, sociology, social anthropology and economics .In consumer behaviour the consumer playing the three distinct roles of users, |
| Referenceses |
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Edition,Houghton Mifflin
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October, pp.1-17
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