Performance of hul's FMCG Products: Evidence from rural market of Uttar Pradesh, India

The word Marketing is proposed an orderly and organized step and a sequence of processes which create communicate, and deliver value to customers and maintains customer partnerships in order to provide advantages to the organization and its stake holders. According to Kotlar “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others”. Another marketing activity is rural marketing where one protagonist participant belongs to the rural area. This signifies that rural marketing comprises input and output marketing of products or services between rural areas and other topographical areas. Such marketing is merchandise that has been specifically designed for the non-urban consumers along with the glossaries which in particular suits their needs and to make them acquainted about the products which they are not aware of. The motive of this paper is to gain an insight into the rural market and to analyze the causes that go into affecting the purchasing choice of rural customers on HUL's Fast Moving Consumers Goods (FMCG) products. The article attempts to comprehend the market of rural areas, its significance and present an overview of rural market with special reference to Fast Moving Consumers Goods (FMCG) products. The principal objective of the study is to analyze the scope and opportunities of HUL's Fast Moving Consumers Goods (FMCG) in markets of rural of India especially in Uttar Pradesh.(East) and investigate different problems that are being encountered by the rural marketer.