The Fast Moving Consumer Goods (FMCG) sector is the fourth largest sector in India touching everybody’s life every day. With changing profile and mind-set of Indian consumers, this sector has a constructive potential in the form of semi- urban, urban slums and emerging rural segment. The present study would help to explore the consumption patterns, purchasing behaviour and motives, their purchase decision, sales promotion etc. The findings will help to the manufactures to adopt new strategies to attract new customers and to maintain the loyalty of the existing customers. In the present competitive scenario, the consumers are prepared to choose their right product not only based on their needs but also on the basic of sales promotional measures implemented by the manufactures on them. The study will fill the existing gap in the literature and it will be useful for the FMCG marketers entering into rural markets to develop effective marketing strategies. In this context, the present study gains importance.

Index Terms - Sales Promotion, Brand Equity, Consumer preferences, SEM