Rural consumer behaviour on fast moving consumer goods

Customer satisfaction is essentially the culmination of a series of customer experiences or, the net result of the good ones minus the bad ones. It occurs when the gap between customers’ expectations and their subsequent experiences has been closed. The FMCG Sector is one of the most important sectors of any Economy. It plays a vital role in the economy as FMCGs are a necessity and are inelastic products which touch every life in one or the other aspect. India’s FMCG sector is the 4th largest sector in the economy and creates employment for more than three million people in downstream activities.