Customers Choice towards Edible Oil with Reference to Rural Market around Madurai

Abstract

Rural marketing is promotion of a company's product in the rural market by using strategies which differ from the urban market. The fact that 70% of country's population was unaddressed is the major attraction for marketers. Rural marketing in India is still at infancy stages, and faces the various types of problems in respect to marketing, product designing and positioning, pricing, distribution and promotion. The main aim of this study is to observe the potentiality of Indian Rural Markets and finding out various problems are being faced by rural markets.

 The primary objective of this study is to know the potentials of marketing of edible oil products in rural areas; the present study is mainly based on the primary data collected with the help of structured questionnaire by directly approaching the respondent. Based on the research the findings was that there exists is a relationship between a brand preference & demographic factors. Finally, we can say that consumers have specific preference or choice towards sesame oil in rural market around Madurai. The consumers analyze various factors like price, quality, packaging aspects etc. before they buy the product and demographic relationships play a crucial role in customers purchasing behaviour.