An empirical study on consumers' behavior of buying green products of FMCGS (Fast Moving Consumer Goods) in Kerala

Abstract

In the analyses of the Indian economy the 4th biggest place is occupied by division of FMCG. At present consumers in India are at the point where there is a multiplicative impact of salary growth, desire to devour and a changed attitude with regard to consumption. The rural and sub-urban markets are at present developing in Kerala with greater penetration index in terms of economic growth, as the urban market seems to be stunted. Subsequently, the purchasing behavior of rural consumers has turned into an interesting issue for discussion, in light of the fact that consumers prefer products that are natural, environmental-friendly and ecofriendly. This investigation features the variables that influence consumers to purchase select Fast Moving Consumer Goods with special reference to Kerala state. The Present Study had explicit target to evaluate the distribution management of Fast Moving Consumer Goods (FMCGs), to inspect the brand preference for select products of FMCG and ponder the special techniques utilized by FMCG organizations in rural areas.