Consumer Decision-Making Rules for FMCG Products—Study of Rural in North India

The present study aims to identify the demographic variables that influence rural customers’ decision-making rules in process of purchasing fast-moving consumer goods (FMCGs) products. Five FMCG personal care products are taken into consideration for study. A multistage proportionate sampling procedure was adopted and 550 respondents were selected regression model enables marketers key which affect used by people. concludes consumers’ influenced consumer’s educational backgrounds number family members under age 18 years. In context products, our research assists designing strategies take needs demands residents. Further studies possibly will be expanded include other product categories such as domestic care, food, beverages.