Exploring the Awareness and Effectiveness of Promotional Schemes in FMCG Markets: A Comparative Study of Rural and Urban Buyers in Punjab

Abstract

The paper examines the awareness and effectiveness of promotional schemes for fast-moving consumer goods among rural and urban buyers in Punjab. The sample consisted of 250 respondents to explore the impact of location on consumers' perception and response towards the promotional activity. Results indicate that the awareness and effectiveness ratings of these schemes are higher among urban consumers than their rural counterparts. Hypothesis test confirms that geographical location is an important factor influencing consumer responses to schemes of promotions, and thus, there is a comparative requirement for marketing efforts in these two markets as well.