A Study on The Consumer Behaviour Towards Health Drink Category In Madurai District

Abstract

Growth in the country’s FMCG sector is being fuelled by improving scenario in both demand as well as supply side. Major demand side drivers include growing affluence and appetite for consumption of the Indian consumer, growing youth population, rise in per capita expenditure, and increasing brand consciousness. The growth of the FMCG sector, which primarily includes Food & beverages, personal care and household care has been driven in both the rural and urban segments.