Recent facets of consumer brand loyalty of biscuits in rural markets of Tirupur district – a case study

Companies marketing FMCG to rural consumers cannot merely extend their general marketing strategies to rural markets. Instead, they need to devise rural specific strategies. In this process, they need to understand crucial issues relating to rural consumer behavior and more specifically relating to different geographic regions of the country. Every customer in the market has his/her own Brand Preferences. Customers will be looking for certain attributes before purchasing the products i.e., FMCG.. Majority of the customers give more preference towards the quality of the product followed by the price, design, sales and service etc. so it also deals with knowing the customer requirements and their satisfaction towards the FMCG goods. In general, the study reveals the attributes of the customers towards the FMCG goods and services for their brand preference and satisfactions.