Name: Saroj Kumar Mishra
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 387-396
DOI: https://doi.org/10.5281/zenodo.20178637

Fast-moving consumer goods have become one of the most visible indicators of rural market transformation in India after globalization. Rural consumers, who were earlier approached mainly through low-price products and traditional retail channels, are now exposed to television commercials, radio jingles, wall paintings, mobile videos, vernacular digital content, influencer messages, retailer promotions, and point-of-sale communication. This study examines the impact of advertisement on FMCG product adoption in rural markets after globalization. The study is based mainly on secondary data from Census of India, MoSPI household consumption data, IAMAI–Kantar internet data, NielsenIQ FMCG reports, and established marketing literature. The findings show that advertisement affects FMCG adoption through awareness creation, trial stimulation, trust formation, repeat purchase, and brand switching. Rural FMCG demand has recently outpaced urban demand, while rural digital reach and non-food consumption have expanded. Statistical analysis shows that high advertisement exposure is associated with higher FMCG product adoption, and regression results indicate that brand recall, retailer confirmation, and perceived value are major predictors of adoption