Consumer behaviour of rural shoppers towards nominated FMCG products in Himachal Pradesh, India

Consumer behaviour and its extensive knowledge has been a backbone of the marketing strategy every firm, comprehensive inclusive study all aspects become authoritative for success an organisation. The main purpose this paper is to identify rural shopper’s behavior in Himachal Pradesh, India. Quantitative approach was applied Self-administered questionnaire used collect data from 550 shoppers. Chi square goodness fit test analysis data. Exploration on subject found that people are aware about FMCG before consumption they acquire prior product. Brand preferred over price by customers. Likewise, customers purchases product according their need. This delivers important insights market segmentation, managers policy makers.