research paper

1. 1
RURAL CONSUMER BEHAVIOUR
A Study with reference to Shampoo
Sachets
SUNIL KAKKAR
Asst. Professor
St. Xavier's College
Jaipur

2. INTRODUCTION
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Rural Population accounts for 68.84% as
compared to Urban Population of 31.16%, of
the total population in India (Census 2011).
With more than double the population of urban
areas, rural markets have high potential in
itself for almost all the fast moving consumer
goods and durables too with other options as
well. Many Companies like ITC, HLL, Colgate
Palmolive, etc. are targeting the rural markets
and compete to increase their market share.

3. INTRODUCTION
3
Researcher in the present study focused on
rural consumer behavior with reference to
different factors available for the purchase and
consumption of Shampoo Sachets (FMCG) in
the rural areas.

4. 4
Choice of FMCG
Three reasons:
•High growth of FMCGs in rural areas.
•Attractive market structure.
•Expert Views.

5. Rural Markets
Size of the Market
Source: Francis Kanoi, 2002.
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6. Rural Markets - FMCGs
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Source: IRS 2005 R2

7. Justification / Rationale of the Study
The study helps to find the space for FMCGs specifically
shampoo sachets in the rural areas. With increasing
use of beauty products shampoo sachets are also
finding space for them.
Moreover, it can help the Companies producing FMCGs
who are keen to target rural areas with all the products in
need.
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8. Objectives of the Study
 To study the sources of information in rural
areas with reference to shampoos.
 To study the factors influencing product choice.
 To study the factors which affect purchase
decision for shampoos.
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9. 9
Limitations of the Study
•Reach to and Communication with, the rural people
due to poor connectivity and language & ascent
problems.
•Time and Cost factor.
•Only one selected area for the study does not prove
concrete results for whole of the industry and for
overall population of the rural areas.

10. Research Design and Methodology
 Research Type
 Primary
 Study Universe
 Jaipur District.
 Study Sample Size
 120 respondents from Tehsil ‘Chaksu’.
 Study Sample Type
 Random and Convenience Sampling.
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11. Data Collection
Secondary data was collected from the following
sources:
University library (Available)
Internet
Research Journals.
Meetings with subject matter experts.
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12. Data Collection
Primary Research Data was collected through a
structured questionnaire-cum-interview and was
focused on –
 Information sources available for product choice
and selection.
 Factors influencing choice of shampoo.
 Choice of shampoo brands.
 Factors affecting purchase decision.
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13. Data Analysis
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Analysis is based on primary information
collected from different respondents.

14. Data Analysis - I
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Information sources available for Product choice and
selection.
Source No. of Respondents Percentage
Television 57 47.5
Radio 24 20
Newspapers 22 18.33
Friends and Family 10 8.33
Others 07 5.84
Total 120 100

15. Data Analysis - I
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Information sources available for Product choice and
selection.
Regarding different brand of shampoos visibility on
television regarding shampoo brands is highest (47.5%) in
the research area. Television advertising has a deep impact
on rural consumers’ mind regarding shampoo information
and awareness converted to purchase. Radio and
newspaper fall next to television with next highest
accessibility. Friends and family also influence rural
consumers to purchase and use any brand of shampoo.

16. Data Analysis - II
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Factors influencing choice of Shampoo.
Choice on Factors Responses Percentage
Small Packs (Sachets) 30 25
Low Price 42 35
Eye Catching Packaging 18 15
Product Fragrance 12 10
Quality 12 10
Others 06 5
Total 120 100

17. Data Analysis - II
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Factors influencing choice of Shampoo.
Consumers in rural areas have high liking about good
packaging, color, easy use, product fragrance, etc. Study in
the respective area reveals that low price attracts rural
consumers a lot, almost 35% responses in the present study.
Small packs (sachets) follow low price with 25% of
responses which means small packs also attract rural
consumers next to low price. 15% of responses had preferred
attractive packaging and research recorded equal responses
for quality and product fragrance. It is observed that rural
consumers like small sachets of shampoo with low price as
affordability at the highest factor.

18. Data Analysis - III
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Brand Choice of Shampoo
Shampoo Brand Responses Percentage
Chick Shampoo 54 45
Clinic Plus 13 10.83
Sunsilk 5 4.17
Head and Shoulders 5 4.17
Dabur Vatika 12 10
Nyle Shampoo 10 8.33
Nirma Shampoo 21 17.5
Total 120 100

19. Data Analysis - III
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Brand Choice of Shampoo
Responses on the brand use by rural consumers depends
upon the availability of a type of product in the area of
research. Purchase and use of chick shampoo is
recorded highest with 45% of total responses followed
by Nirma shampoo with 17.5% of the responses in total.
Clinic plus and Nyle shampoo are close to each other
having the preference of rural consumers with 10.83%
and 8.33% respectively.

20. Data Analysis - IV
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Factors affecting purchase decision.
Factors Response Percentage
Availability of shampoo 37 30.83
Affordability (Purchasing
Power with respect to price of
the shampoo)
83 69.17
Total 120 100

21. Data Analysis - IV
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Factors affecting purchase decision.
Researcher identified only two factors which can lead to
the purchase decision. There may be other factors also.
Affordability with low price is the highest factor which
can generate sales of a particular brand of shampoo
followed by availability which is almost half then the
responses recorded for affordability.

22.  Rural India harbors 68.84% of the total
population.
 The companies have started extracting the rural
markets through innovative strategies and
attractive promotional tools.
 The media influenced the mindset of the rural
consumer.
 Rural markets have high potential for selling not
only shampoos but other brands of FMCGs too.
 Price and affordability is the topmost factor in
rural areas to boost sales of different brand of
shampoos.
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