This book is helpful for those who want to know about how rural market of India, i.e. penetration of FMCG and main players in the market, how they enter the rural markets through various channel partners. End users (consumers) decide the effectiveness of the channel members which was ignored earlier so it becomes the crucial part of the distribution system. Various attributes such availability,regularity of supply, range of items,and packaging which decide the satisfaction of the customers have been studied. Author has constructed scales to measure the effectiveness of the distribution channels taking customers' satisfaction into consideration. FMCG manufactures will benefit immensely reading this book and they can formulate the strategy how to enter the rural markets effectively.