Journal of Economics, Management and Trade

Rural FMCG distribution networks in India operate under structurally constrained market conditions where distributors function as the principal executional link between manufacturers and fragmented retail systems. The study aims to investigate the relationship between marketing constraints and operational inefficiencies of FMCG distributors operating in the rural area. The study is specifically centered on FMCG networks in rural areas involving the dimensions of inventory inefficiency, delivery and logistics inefficiency, financial operational inefficiency and sustainability of the distributor. This study was based on empirical design and primary data was collected from 163 FMCG distributors operating in rural market in Salem district. The sampling method used was judgement sampling to ensure that the distributors have consistent operational exposure in rural areas and decision making authority. The primary data were collected by using a structured questionnaire with a 5 point Likert Scale of ‘strongly disagree’ to ‘strongly agree'. The measure of the reliability was ensured using Cronbach's Alpha values that were higher than the acceptable limit for all constructs and the validity of the instrument was supported by Kaiser–Meyer–Olkin and Bartlett's Test measures. The multi-variate analysis of variance, canonical discriminant analysis, exploratory factor analysis and multidimensional scaling were used for analysing the relationships of marketing constraints and operational inefficiency dimensions. The results showed highly statistically significant relationships between marketing constraints and delivering the two indicators of inventory inefficiency, delivery disruptions and financial stress and operational sustainability in rural distribution systems. The study adds to the existing rural FMCG literature by proposing an operational framework for the rural FMCG industry centered on the distributor who brings together elements of marketing rigidity and executional inefficiency. The results also offer managerial implications for creating sustainable and responsive marketing structures that can be adapted to rural marketing to enhance the sustainability of the marketing system.