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1 Introduction It is generally supposed that the socio - economic character of an individual consumer will invariably influence his opinion about the products, and his living environment, purchasing decision, purchasing power and product awareness and marketing of FMCGs. Therefore, it is thought appropriate to test this proposition and to infer whether these characteristics influence the opinion of the respondents on marketing of FMCG, or not. With this object in view, the socio - economic characteristics of the respondents and the respondents opinion on the FMCGs marketing in Villupuram district, have been analysed. The nature and relationhip between such personal characteristics and the level of opinions on FMCG has been thoroughly examined with the help of statistical measures such as arithmetic mean, percentages, and the others results of the analysis have been also been tested with the help of chi - square analysis and ANOVA. 5.2 Socio - Economic Characteristics of Sample Respondents This section is devoted to highlight the personal characteristics of the sample respondents ten features. 5.2.1 Age of the Respondents Age is the vital characteristic in the marketing factor. In this context age has been taken up for the study. The age of the respondents has been grouped as below 20 years, 21 - 35 years, 35 - 50 years, and above 50 years. The details of the distribution of the respondents according to the age are shown in the shown in the following table. Table 5.1 Age of the Respondents SI.No 1 2 3 4 Source: Primary Data The above table 5.1 shows that the majority of the respondents (40 percent) are under the category of 20 -35 age group. 31.5 percent of the respondents come under up to 20 years are group. And 21 percent of the respondents belong to 36 - 50 years age group. Only 7.5 percent of the respondents of below 35 years age group are the major consumers of the FMCG in the study area. Thus, the FMCG companies could concentrate on this age group of people for marketing Age Groups (in Years) Up to 20 20 - 35 36 - 50 Above 50 Total Frequency (in Number) 126 160 84 30 400 Percentage 31.5 40.0 21.0 7.5 100.0

their products, promotional activities, offer and other competitive marketing environments of the FMCG. 5.2.2 Gender of the Respondents In the cosmetic world the FMCGs role is very vital and the predominant role is played by women. Fortunately, in this study male (61%) respondents have responded more the female (39%).

Table 5.2 Gender of the Respondents SI.No 1 2 Solurce: Primary Data The above table 5.2 shows that the male respondents have not hesitated to answer the questions asked in the questionnaire. But in the case of female, they are shy, do not speak freely. Also in the rural area women are not ready to speak to men. In this study the researcher has got the answer only from male who assisted in finding more information towards the FMCG products regarding male feelings and the attribution relating to the study. Gender Male Female Total Frequency (in Number) 244 156 400 Percentage 61.00 39.00 100.0

5.2.3 Marital Status of the Respondents In the decision of purchasing of any product, the spouses desire is very important in every family. In the case of married, the attribution is