Abstract:
Considering the changing rural consuming system the rural consumers are becoming more
concerned about the branded items not only in the case of consumer durables but on non durables
also. Hence the study is undertaken with the objective of analyzing the consumer satisfaction
towards the non-durables The study was confined to three districts of Kerala representing north,
south and central zones covering a sample of 300 rural consumers and analyzed with the help of
indices. The study highlights the fact that distribution net work of the producers are seemed to be
effective, it is seen that for 'availability' factor consumers recorded highest level of satisfaction for all
selected products. It is also noted that for price the level of satisfaction is the lowest, which implies
that if the products are offered into low price, there is a scope for expanding market share of the
products.
