A Study on Post-Purchase Satisfaction of the Rural Women in Fast Moving Consumer Goods in Cuddalore District

The fast moving consumer goods sector touches every aspect of human life. This sector constitutes a large part of consumers’ budget in all countries. The Indian fast moving consumer goods sector began to shape during the last fifty years. The sector is excited about a burgeoning rural population whose incomes are rising and which is willing to spend on goods designed to improve lifestyle. With a near saturation and cut throat competition in urban India, many producers of fast moving consumer goods are driven to chalk out bold new strategies for targeting the rural consumers in a big way. In this backdrop, this study is undertaken by the researcher to examine the level of post-purchase satisfaction of the rural women is in regards fast moving consumer goods consumer behaviour of rural women towards fast moving consumer goods in Cuddalore district. In this backdrop, this study is undertaken by the researchers to examine the level of post-purchase satisfaction of the rural women is in regards fast moving consumer goods in Cuddalore district. As an essential part of the study, the primary data were collected from 600 rural women with the help of schedule. Taking into consideration the objectives of the study, a schedule was constructed based on Likert scaling technique. The results reveal that no significant relationship is found among the post-purchase satisfaction levels of the respondents belonging to different age groups, educational status groups, occupations, monthly household income groups and family pattern towards fast moving consumer goods. On the other hand, there exists a considerable relationship found among the post-purchase satisfaction levels of the respondents stationed at different blocks towards fast moving consumer goods. Respondents in the age group upto 30 years, respondents belonging to degree qualification, employed consumers, respondents belonging to monthly household income Rs.10001-15000, respondents belonging to Mangalur block and respondents of joint family have higher postpurchase satisfaction towards fast moving consumer goods.