How to Cite: Verma, S., & Rojhe, K. C. (2022). Consumer behaviour of rural shoppers towards nominated FMCG products in Himachal Pradesh, India. International Journal of Health Sciences, 6(S5), 6735–6751. https://doi.org/10.53730/ijhs.v6nS5.11513 International Journal of Health Sciences ISSN 2550-6978 E-ISSN 2550-696X © 2022. Manuscript submitted: 9 April 2022, Manuscript revised: 18 June 2022, Accepted for publication: 27 July 2022 6735 Consumer behaviour of rural shoppers towards nominated FMCG products in Himachal Pradesh, India Suraj Verma Faculty of Management Sciences, Shoolini University, Village Bajhol, Solan, Himachal Pradesh -173229, India Email: surajverma@shooliniuniversity.com Kuldeep Chand Rojhe Faculty of Management Sciences, Shoolini University, Village Bajhol, Solan, Himachal Pradesh -173229, India Email: kuldeeprojhe@shooliniuniversity.com Abstract---Consumer behaviour and its extensive knowledge has been a backbone of the marketing strategy of every firm, a comprehensive and inclusive study of all its aspects become authoritative for the success of an organisation. The main purpose of this paper is to identify rural shopper’s behavior in Himachal Pradesh, India. Quantitative approach was applied and Self-administered questionnaire was used to collect data from 550 rural shoppers. Chi square goodness to fit test is used for analysis of data. Exploration on the subject found that rural people are aware about FMCG and before consumption they acquire prior knowledge about the product. Brand is preferred over price by the rural customers. Likewise, rural customers purchases the product according to their need. This study delivers important insights for market segmentation, marketing managers and policy makers. Keywords---Consumer Behaviour, Rural people, Goodness to fit, FMCG, Brand. 1 Introduction Consumer is the ultimate power who decides any company plans future and success (Bhardwaj, 2012) . Consumer behaviour and its comprehensive study have been a backbone of every firm's marketing strategy, and a comprehensive and inclusive study of all components has been authoritative for an organization's success. (Hasan, 2012). In the marketing of fast-moving consumer items, consumer behaviour is crucial. Several variables contribute to this behaviour.