Maheswari, V. and Kannan, G. 2024. EXPLORING BRAND PREFERENCE IN FAST-MOVING CONSUMER GOODS: A COMPARATIVE STUDY OF RURAL AND URBAN CONSUMERS IN SALEM. ShodhKosh: Journal of Visual and Performing Arts. 5, 1 (Jun. 2024), 1679–1690. DOI:https://doi.org/10.29121/shodhkosh.v5.i1.2024.1808.