Annexure-II

Name: Dixit Verma ENROLLMENT NO: 09BS0000721

Mobile No: 09654353741 E-mail Id : vermadixit@gmail.com

Market Reaserch Project

Project Proposal
I. Project Proposal
Title of the Project – Study of Buying behavior of rural youth in FMCG products.

The study will include following aspects -:

a) Study the environmental factors which influence the buying behavior.

b) Study the geographical factors which influence the buying behavior.

c) Study the influence of place of purchase in FMCG products.

d) Study the influence of occupation on the buying behavior.

e) Study the brand preferences and loyalty which influence the buying behavior of rural
youth.

f) Study the influence of cultural factors on the buying behavior of rural youth.

g) Study the changing trends in the rural market which influence the buying behavior of
rural youth.

II. Description of Project in brief –

The buying behavior of rural youth for FMCG products will be studied to know about the factors
which influence their buying behavior and what strategies can be built by FMCG companies to
grab the rural youth market by taking proactive steps.

It would be analyzed on the basis of primary and secondary data which will be collected and
analyzed to understand the buying behavior of rural youth.

III. Objective
To study the buying behavior of rural youth for FMCG products and what strategies can be made to grab
the rural market .
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IV. Methodology

Analysis of Primary & secondary data, market visits, meeting consumers & retailers.

V. Schedule:
PHASE-1-> 6-11 December PHASE-2 -> 15 March - 20 March

VI. Limitations of the Study:

Sample size: It would not be possible to collect large sample size.

Time constraint: Time is very less to research the buying behavior of rural youth.

Accessibility: To approach the rural market and getting the information out from them is
challenging task.

VII. References:

Reports of MARKET RESEARCH companies.

Faculty Guide

Name: Prof. RAJEEV KUMAR

DATE: 19 -March -2010

Signature of the student

Dixit Verma
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