International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 2
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Consumer Perception Towards Advertising in Rural Markets: Evidence from Selected Districts of Manipur

Author(s) Mr. Linus Panmeih, Dr. Gautam Patikar
Country India
Abstract This study investigates the critical role of advertising in shaping consumer perception within the Fast-Moving Consumer Goods (FMCG) sector in the rural markets of Tamenglong and Noney districts of Manipur. Rural areas constitute a substantial and unique consumer base characterised by distinct socio-economic and cultural attributes, making examining the influence of advertisements on their product preferences and brand perceptions imperative. This research explores the reach and effectiveness of various advertising channels, including traditional media, digital platforms, and grassroots marketing strategies, in moulding the perception of rural consumers. Additionally, the study delves into the nuanced impact of culture, language, and regional idiosyncrasies on advertising strategies, seeking to identify the strategies that resonate most effectively with rural consumers.
The findings underscore the substantial impact of advertising on consumer perception in the FMCG sector, emphasising the need for advertisers to craft messages and visuals that align with rural consumers' values, aspirations, and lifestyle choices. Moreover, the study reveals the potential for advertisements to influence perceptions and educate and inform rural consumers about FMCG products, thereby enhancing their ability to make informed purchasing decisions. This study offers valuable insights and actionable recommendations for advertisers and marketers striving to connect FMCG products with rural consumers in a dynamic marketing landscape. It is a roadmap for fostering stronger consumer-product relationships and sustainable brand growth in these evolving rural markets.
Keywords Advertising, Consumer, Perception, FMCG, Rural-Market
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-04-05
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.73619
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E-ISSN 2582-2160
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