The Purchase Pattern of Poor for Fast Moving Consumer Goods: An Empirical Study of Poor in India

A. Kumar; H. K. Dangi; A. Vohra

Volume 5, Issue 2 , April 2015, , Pages 79-94

  Despite possessing the adequate purchase potential for the fast moving consumer goods (FMCGs), the poor are not reckoned as a viable market by the FMCG marketers and as a result, the purchase preferences of poor are largely unexplored for the concerned products. The present paper bridges the gap subsisting ...  Read More