Rural Viewers Perceptions and Their Changing Dimensions Towards Media Advertisements of FMCG Brands - An Empirical Study With Reference to Sivasagar District, Assam

Abstract

The vigor of advertising gets in touch with every individual, living either in the urban areas or the rural parts of the country. Based on perceptual mapping and impact index pyramid; this study aims to observe the rural audiences’ perceptions towards various advertising attributes, the impact of marketing communication and the changing dimensions on the understanding and acceptance of media advertisements of the FMCG brands by the rural viewers of the study area. The study revealed that the attitude of the rural population is progressively shifting towards urbanization and its way of life. They are incessantly on the threshold of changing their priorities, lifestyle, mind-set and approach towards varieties, in order to match with their urban counterparts, thus giving a benchmark to the advertisers’ in designing and communicating the advertisements through various advertising mediums. Indian rural markets have thus gained importance and have acted as prospective markets in the field of Fast Moving Consumer Goods (FMCG), as along with the urban society, by and large the growth of the economy has been the result of considerable boost in the purchasing power of the people from the rural society as well.

Keywords: Marketing Communication, FMCG, Advertising, Rural Market

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