Abstract:

Consumer goods companies are employing different market penetration strategies to increase their organizational growth. The aim of the research study was to study the Market penetration of FMCG and Regional Products in the rural market. This research was guided by the following objectives: To find out the brand preference of consumers in FMCG and Regional Products, to measure the factors influencing of consumers in the purchase of various FMCG and Regional Products and to identify the problems faced by the consumers while consuming the products and to offer suitable suggestions for the effective penetration of the products in the rural market. The researcher has followed empirical research design and collected data from 300 respondents by using convenient non-random sampling method. The data were analyzed with the help of Percentage analysis and Garett’s ranking method and the results are presented in the form of tables. The results indicated that FMCG products have a larger share than the regional products. Regional products have low penetration but huge growth potential. So the manufacturing companies are responsible for all problems and also they are taking necessary steps to improve and fulfill the needs and wants of the consumers. At the same time, the consumer products companies should be ethical in manufacturing in their products. The researcher recommended that all the strategies are a prerequisite for organizational growth and they complement each other.

Keywords: Rural Marketing, Rural Consumers, Market Penetration, FMCG and Regional Products,

                    Brand preference.