FMCG Buying Behaviour in Metro & Non-metro (A Reference Book of Marketing Management)

The deprived are the poorest Indians, who earn less than 90,000 Indian rupees a year ($ 1,969 per household, or about a dollar per person per day), the second group is Aspirers, households earning between 90,000 and 200,000 rupees ($ 1,969 – $4,376) per year. Aspirers are typically small shopkeepers, farmers with their modest landholdings or semi-skilled industrial and service workers. The next two groups—seekers, earning between 200,000 and 500,000 rupees ($ 4,376 – $10,941), and strivers, with incomes of between 500,000 and 1 million rupees ($ 10,941 – $ 21,882). The other major spending force in India’s new consumer market segment—the global Indians, earning more than 1 million rupees ($ 21,882 or $ 118,000, taking into account the cost of living). These are senior corporate executives, large business owners, high-end professionals, politicians and big agricultural land owners. (na, 2007)
One more study done by Boston Consulting Group with Confederation of Indian Industries (CII) defines the seven segments of India. (Singhi, Mall, Subramanian, Sanghi, & Ramesh, 2012)

… from this book

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This book is an attempt to open dialogue about some of the marketing world’s most sought after questions. All the questions pertaining to consumer behaviour. Right from why to when to how kind of queries.
We know that a single book or source of knowledge cannot give the solution. But an attempt can be treated as a humble beginning in this direction. The book mainly deals with consumer decision-making area right from information search to post-purchase behaviour for the rural and urban consumer.
It examines the consumers’ purchase decisions in the FMCG category, which is generally considered as trivial or low involvement category from academicians’ perspective. The book is coming out of field research and If you work in retail, FMCG, Marketing or Consumer Goods, this book is a good starting point.