Decisive buyers

Myths abound when it comes to rural consumers. And that is mostly because companies have not penetrated deep enough into the hinterland to experience the likes and dislikes of these down-to-earth buyers. Here are two myths that need to be busted: rural consumers are not keen on branded goods and they exercise individual choice when making a purchase. Experts say the fact is that a majority of FMCG sales are rural and word-of-mouth reputation of a product is a big decision-multiplier.