VOLUME NO. 2 (2011), ISSUE NO.

9 (SEPTEMBER) ISSN 0976-2183

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A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
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C CC CONTENTS ONTENTS ONTENTS ONTENTS
Sr.
No.
TITLE & NAME OF THE AUTHOR (S)
Page No.
1%
WORD OF MOUTH (WOM): THE UNNOTICED TOOL FOR STRENGTHENING THE ADOPTION OF BRAND
MUJAHID MOHIUDDIN BABU & MUHAMMAD Z MAMUN
1
2%
THE IMPACT OF RESOURCES ON ENTRAPRENEURIAL SUCCESS - A CASE STUDY ON COMMERCIAL FAST FOOD SMES
ANSAR A. RAJPUT, SAIMA SALEEM, ASIF AYUB KIYANI & AHSAN AHMED
7
3%
DETERMINANTS OF VEGETABLE CHANNEL SELECTION IN RURAL TIGRAY NORTHERN ETHIOPIA
ABEBE EJIGU ALEMU, BIHON KASSA ABRHA & GEBREMEDHIN YIHDEGO TEKLU
1!
"%
MULTY-TIER VIEW OF EMPLOYEE RETENTION STRATEGIES IN INDIAN AND GLOBAL COMPANIES - A CRITICAL APPRAISAL
ANANTHAN B R & SUDHEENDRA RAO L N
21
!%
HERBAL RENAISSANCE IN INDIA # THE ROLE OF IS$CON IN ITS SUCCESS (WITH SPECIAL REFERENCE TO MAYAPUR VRINDAVAN
BANGALORE # DELHI IS$CON CENTRES)
DR. RAJESH KUMAR SHARMA & SANDHYA DIXIT
23
%%
THE IMPACT OF TELEVISION ADVERTISING ON CHILDREN&S HEALTH
DR. N. TAMILCHELVI & D. SURESHKUMAR
2'
7%
WOR$-LIFE BALANCE AND TOTAL REWARD OPTIMI(ATION - STRATEGIC TOOLS TO RETAIN AND MANAGE HUMAN CAPITAL
SUNITA BHARATWAL, DR. S. K. SHARMA, DR. UPENDER SETHI & DR. ANJU RANI
32
'%
EMPIRICAL STUDY ON E)PATRIATE&S OFFICIAL CULTURAL AND FAMILY PROBLEMS WITH REFERENCE TO BANGALORE INDIA
SREELEAKHA. P & DR. NATESON. C
3%
*%
IMPACT OF +UALITY WOR$ LIFE OF THE HOTEL EMPLOYEES IN CUSTOMER SATISFACTION , A STUDY ON STAR HOTELS IN BANGALORE
DR. S. J. MANJUNATH & SHERI KURIAN
"2
1-%
CULTURE AND DIVERSITY MANAGEMENT- A PERSPECTIVE
CYNTHIA MENEZES PRABHU & SRINIVAS P S
"'
11%
A STUDY ON FACTORS INFLUENCING RURAL CONSUMER BUYING BEHAVIOUR TOWARDS PERSONAL CARE PRODUCTS IN COIMBATORE
DISTRICT
P. PRIALATHA & DR. K. MALAR MATHI
!2
12%
THE DETERMINANTS OF PROFITABILITY: AN EMPIRICAL INVESTIGATION USING INDIAN AUTOMOBILE INDUSTRY
DR. A. VIJAYAKUMAR
!'
13%
BAN$ING EFFICIENCY: APPLICATION OF DATA ENVELOPMENT APPROACH (DEA)
DR. NAMITA RAJPUT & DR. HARISH HANDA
%!
1"%
$NOWLEDGE CENTRIC HUMAN RESOURCE MANAGEMENT PRACTICES - A COMPARATIVE STUDY BETWEEN SBI AND ICICI
G. YOGESWARAN & DR. V. M. SELVARAJ
71
1!%
A COMPARATIVE STUDY OF NON-PERFORMING ASSETS OF PUBLIC AND PRIVATE SECTOR BAN$S
DR. HARPREET KAUR & NEERAJ KUMAR SADDY
'2
1%%
STRAIGHTEN OUT RENTAL (AND OTHER RETAIL LEASE) DISPUTES BY CONNOISSEUR FORTITUDE
HEMANT CHAUHAN, RACHIT GUPTA & PALKI SETIA
*-
17%
AN ANALYTICAL STUDY OF MANAGERIAL ISSUES OF HANDLOOM INDUSTRY IN JAIPUR DISTRICT
RACHANA GOSWAMI & DR. RUBY JAIN
*"
1'%
CORPORATE SOCIAL RESPONSIBILITY AND FUTURE MANAGERS , A PERCEPTION ANALYSIS
DR. PURNA PRABHAKAR NANDAMURI & CH. GOWTHAMI
*'
1*%
CUSTOMER RELATIONSHIP MANAGEMENT: MAHA MANTRA OF SUCCESS
DR. RADHA GUPTA
1-3
2-%
THE PROBLEM OF MAL NUTRITION IN TRIBAL SOCIETY (WITH SPECIAL REFERENCE TO MELGHAT REGION OF AMRAVATI DISTRICT)
DR. B. P. ADHAU
1-*
21%
WOMEN EMPOWERMENT AND SELF HELP GROUPS IN MAYILADUTHURAI BLOC$ NAGAPATTINAM DISTRICT TAMILNADU
N. SATHIYABAMA & DR. M. MEEENAKSHI SARATHA
112
22%
A STUDY TO MEASURE EFFECTIVENESS AND PROFITABILITY OF WOR$ING CAPITAL MANAGEMENT IN PHARMASUTICLE INDUSTRY IN INDIA
DR. ASHA SHARMA
11'
23%
CUSTOMER PERCEPTIONS AND SATISFACTION TOWARDS HOME LOANS
RASHMI CHAUDHARY & YASMIN JANJHUA
12"
2"%
IMAGES OF WOMAN IN ADVERTISING AND ITS IMPACT ON THE SOCIETY
SNIGDA SUKUMAR & DR. S. VENKATESH
12'
2!%
EMPLOYEE SATISFACTION- A STUDY OF HCL LIMITED
OMESH CHADHA
131

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VOLUME NO. 2 (2011), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
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CHIEF PATRON CHIEF PATRON CHIEF PATRON CHIEF PATRON
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)hancellor" 2in#aya3s 4niversity" Delhi
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PATRON PATRON PATRON PATRON
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CO CO CO CO- -- -ORDINATOR ORDINATOR ORDINATOR ORDINATOR
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ADVISORS ADVISORS ADVISORS ADVISORS
PROF. M. S. SENAM RAJU
Director A% )% D%" School of Mana#e0ent Studies" I%%$%O%4%" $ew Delhi
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Principal ;Retd%<" Mahara1a A#rasen )olle#e" Ja#adhri

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PROF. R. $. SHARMA
Dean ;Acade0ics<" 9ecnia Institute of Advanced Studies" Delhi

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VOLUME NO. 2 (2011), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
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Associate Professor" P% J% 2% $% overn0ent )olle#e" !aridabad
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MOHITA
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ASSOCIATE EDITORS ASSOCIATE EDITORS ASSOCIATE EDITORS ASSOCIATE EDITORS
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VOLUME NO. 2 (2011), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
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ar#" Bhavet ;E'&&<B 9owards a $ew $atural as Policy" 6cono0ic and Political >ee:ly" 5iewed on July '." E'&& httpBAAepw%inAuserAviewabstract%1sp
VOLUME NO. 2 (2011), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE # MANAGEMENT
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.E
A STUDY ON FACTORS INFLUENCING RURAL CONSUMER BUYING BEHAVIOUR TOWARDS PERSONAL
CARE PRODUCTS IN COIMBATORE DISTRICT

P. PRIALATHA
RESEARCH SCHOLAR
BHARATHIAR SCHOOL OF MANAGEMENT & ENTREPRENEUR DEVELOPMENT
BHARATHIAR UNIVERSITY
COIMBATORE 641 046

DR. K. MALAR MATHI
ASSOCIATE PROFESSOR
BHARATHIAR SCHOOL OF MANAGEMENT & ENTREPRENEUR DEVELOPMENT
BHARATHIAR UNIVERSITY
COIMBATORE 641 046

ABSTRACT
Rur! I"#$ %%&u"'( )&r *&r+ '," -.. M$!!$&" %&"(u*+r(, &r -./ &) ',+ I"#$" 0&0u!'$&" "# %%&u"'( )&r 1./ &) ',+ '&'! FMCG *r2+'. P+r(&"! %r+
%'+3&r4 $" I"#$ 5( 6!u+# ' R(. 17.8 9$!!$&". A" 6+r3+ I"#$" (0+"#( :/ &) ,$( $"%&*+ &" 0+r(&"! %r+ 0r&#u%'(. P+r(&"! %r+ *$"!4 %&"($('( &) H$r Cr+,
S2$" Cr+, Or! Cr+, P+r(&"! W(, ;S&0(<, C&(*+'$% "# T&$!+'r$+(, F+*$"$"+ H43$+"+. T,+ ('u#4 $( %&"#u%'+# $" '5& 9!&%2( &) ',+ C&$*9'&r+ #$('r$%' "#
(*0!+ &) =.. r+(0&"#+"'( 5( '2+". T,+ ('u#4 $"'+"#( '& $#+"'$)4 ',+ !+6+! &) $")!u+"%+ &) 6r$&u( )%'&r( &" ',+ 0ur%,(+ &) 0+r(&"! %r+ 0r&#u%'( 94 rur!
%&"(u*+r(. T,+ ('u#4 (,&5( ',' rur! %&"(u*+r( 3$6+ *&r+ $*0&r'"%+ '& ',+ >?u!$'4@ &) ',+ 0+r(&"! %r+ 9r"#( ',+4 9u4. Fur',+r ',+ 6r$'$&" &) ',+
$")!u+"%+ &) #$))+r+"' )%'&r( %r&(( 3+"#+r, *r$'! (''u(, 3+ 3r&u0 "# +#u%'$&"! !+6+! &) r+(0&"#+"'( 5( !(& "!4A+# $" ',$( r'$%!+.

$EYWORDS
Buyin# behavior" De0o#raphic factors" Personal )are and Rural consu0er%

INTRODUCTION
he Indian !M) sector with a 0ar:et si*e of 4SL&-%& billion is the fourth lar#est sector in the econo0y% A well-established distribution networ:" intense
co0petition between the or#ani*ed and unor#ani*ed se#0ents characteri*e the sector% !M) Sector is e7pected to #row by over H'M by E'&'% 9hat will
translate into an annual #rowth of &'M over a .-year period% It has been esti0ated that !M) sector will rise fro0 around Rs .H".'' crores in E''. to Rs
JE"&'' crores in E'&'% +air care" household care" 0ale #roo0in#" fe0ale hy#iene" and the chocolates and confectionery cate#ories are esti0ated to be the
fastest #rowin# se#0ents" says an +SB) report% 9hou#h the sector witnessed a slower #rowth in E''E-E''(" it has been able to 0a:e a fine recovery since then%
!or e7a0ple" +industan 2evers 2i0ited ;+22< has shown a healthy #rowth in the last ?uarter% An esti0ated double-di#it #rowth over the ne7t few years shows
that the #ood ti0es are li:ely to continue%

GROWTH OF PERSONAL CARE INDUSTRY
>ith the presence of &E%EM of the world population in the villa#es of India" the Indian rural !M) 0ar:et is so0ethin# no one can overloo:% Increased focus on
far0 sector will boost rural inco0es" hence providin# better #rowth prospects to the !M) co0panies% Better infrastructure facilities will i0prove their supply
chain% !M) sector is also li:ely to benefit fro0 #rowin# de0and in the 0ar:et% Because of the low per capita consu0ption for al0ost all the products in the
country" !M) co0panies have i00ense possibilities for #rowth% And if the co0panies are able to chan#e the 0indset of the consu0ers" i%e% if they are able to
ta:e the consu0ers to branded products and offer new #eneration products" they would be able to #enerate hi#her #rowth in the near future% It is e7pected that
the rural inco0e will rise in E''I" boostin# purchasin# power in the countryside% +owever" the de0and in urban areas would be the :ey #rowth driver over the
lon# ter0% Also" increase in the urban population" alon# with increase in inco0e levels and the availability of new cate#ories" would help the urban areas
0aintain their position in ter0s of consu0ption% At present" urban India accounts for HHM of total !M) consu0ption" with rural India accountin# for the
re0ainin# -(M% +owever" rural India accounts for 0ore than ('M consu0ption in 0a1or !M) cate#ories such as personal care" fabric care" and hot bevera#es%
In urban areas" ho0e and personal care cate#ory" includin# s:in care" household care and fe0inine hy#iene" will :eep #rowin# at relatively attractive rates%
>ithin the foods se#0ent" it is esti0ated that processed foods" ba:ery" and dairy are lon#-ter0 #rowth cate#ories in both rural and urban areas%
Personal care cate#ory in India was valued at Rs% .(%H billion% An avera#e Indian spends GM of his inco0e on personal care products% Personal care 0ainly
consists of +air )are" S:in )are" Oral )are" Personal >ash ;Soaps<" )os0etic and 9oiletries" !e0inine +y#iene% 9ill E''E-E''-" Personal care products" e7cept
those in oral care cate#ory" were re#arded as lu7ury ite0s" and attracted a hi#h e7cise duty of &E'M% But the ta7ation refor0s in India after &JJ& have lowered
the e7cise duty rates that 0a:e these products 0ore affordable% It is divided into two se#0entsB
9he pre0iu0 se#0ent
9he popular se#0ent
9he pre0iu0 se#0ent caters 0ainly to urban hi#h class and upper 0iddle class" and is 0ore brand conscious and less price sensitive% 9he popular se#0ent
caters to 0ass se#0ents in urban and rural 0ar:ets@ prices here are around ('M of the pre0iu0 se#0ent prices%
>ith the increase in rural inco0e and i0prove0ent in distribution networ: ;i%e% road develop0ent pro1ects<" the penetration levels are set to increase% Since the
consu0ption level in urban areas is already hi#h in 0ost of the cate#ories" the #rowth can co0e only fro0 deeper penetration and hi#her consu0ption in rural
areas% In the year E''.-'H" the sector witnessed #rowth because of the increase in consu0er de0and fro0 urban and rural areas% In addition to de0and" prices
also went up% Also" with the increase in disposable inco0e" so0e consu0ers have 0oved up in the value chain% 9he #rowth for !M) products in !ebruary E''H
was the hi#hest in . years" on /o/ ;year over year< basis% +ence a need arouse to find out the influence of various factors on the purchase behaviour of rural
consu0ers in )oi0batore district%

OBJECTIVES OF THE STUDY
9o analy*e about the various factors affectin# the rural consu0er buyin# behavior towards personal care products
9o identify the level of influence of various factors on the purchase of personal care products by rural consu0ers of )oi0batore district%
9o analy*e the variation a0on# rural respondents with re#ard to their #ender" 0arital status" a#e #roup and education level for each of the influencin#
factors%
T
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.-
HYPOTHESIS
H-1: 9here is no si#nificant difference in the 0ean scores of various influencin# factors of rural consu0ers belon#in# to various levels of education%
H-2: 9here is no si#nificant difference in the 0ean scores of various influencin# factors of rural consu0ers belon#in# to different a#e #roups%
H-3: 9here is no si#nificant difference in the 0ean scores of 0ale and fe0ale respondents for each of the influencin# factors%
H-": 9here is no si#nificant difference in the 0ean scores of 0arried and sin#le respondents for each of the influencin# factors%

REVIEW OF LITERATURE
Anandan% ) et al% ;E''I< found that ?uality was the 0a1or driver to prefer a particular brand in washin# soaps in the rural 0ar:et% If preferred brands were not
available" custo0ers buy the available brands% It is found that there was a si#nificant relationship between the a#e of the respondent and the factors influencin#
the custo0er3s brand preferences% It is also found that there was no si#nificant relationship between the type of inco0e of the respondent and the factors
influencin# the custo0er3s brand preferences% +i#h price and non-availability were the :ey reasons for dissatisfaction of the rural consu0ers%
ar#a" P%" hu0an" =%" and Do#ra" B ;E''J< throu#h their study conducted a0on# -'' rural respondents of - districts in Pun1ab found that" 0a1ority of rural
respondent3s preferred !M) products in 0ediu0 pac:a#e si*es at 0ediu0 price ran#e% 9his is contrary to the prevalent belief that rural world prefer s0aller
pac:a#es at lower price% 9hey wanted 0ore value for 0oney products% 9he researchers su##est that" as rural consu0er3s buyin# behaviour was statistically
found to be dependent on the district to which the respondent belon#ed" the rural 0ar:et in a State couldn3t be ta:en as a sin#le ho0o#eneous 0ar:et% +ence"
the !M) co0panies 0ust tap the rural 0ar:et potential in a phased 0anner%
Madhavi" ) and Arul =u0ar" S ;E''H< e7plains that 0ost of the rural consu0ers are influenced by ?uality of the product% So the !M) co0panies should strictly
adhere to the ?uality standards% Price is the second factor that influences the purchase of the product with reasonable price% 9hus 5alue for Money products has
a better scope for rural 0ar:et penetration% 9hey concluded that !M) co0panies could si#nificantly increase the 0ar:et share by e7tendin# attention to rural
areas% More #eneric products with different advertise0ent ca0pai#n surely helps to attract non-users of the product%
$a#ara1a ;E''(< in his study investi#ated the i0pact of socio-econo0ic influences on rural consu0er behaviour in ter0s of their buyin# practices" to the social
status and level of inco0e% 9he study revealed that rural consu0er was 0ore rational as a buyer and e7hibits a hi#her level of rationality co0pared to the urban
consu0er% Rural consu0er tries to #et value for each and every rupee spent by hi0 on purchase of #oods% 9heir rationality often leads to bar#ainin#% It was an
atte0pt of the consu0ers to :eep the sellin# cost of a product lower or e?ual to the utility or satisfaction that they derive fro0 that particular product% .H
sa0ple buyers belon#in# to the inco0e #roups of less than Rs% &'''' opined Ceasy availability3 as the influential factor" EI sa0ple buyers belon#in# to the
inco0e #roup of Rs% &'''& to Rs% E.''' opined CPrice3 as the influential factor% !inally &G sa0ple buyers belon#in# to the inco0e #roup of 0ore than Rs% E.'''
opined CNuality3 as the 0ost influential factor%
Selvara1" A ;E''I< conducted research re#ardin# rural consu0er behaviour% In the co0petitive world" there were 0any proble0s in 0ar:etin# of #oods% India is a
developin# country" and so 0ost of the people are livin# in rural areas% Rural 0ar:etin# is an i0portant one to develop a country% 9he rural consu0ers earn low
inco0e@ have low level of literacy" low level of brand awareness" co00unication and transportation facilities% 9he consu0ers were havin# proble0s in selectin#
non-durable #oods for their consu0ption% In this study" it is found that all the sa0ple respondents have ran:ed the factor Cnearness3 first" and hence it is the
0ost si#nificant factor influencin# their purchase of the non-durables% It was found that hi#h price was another i0portant proble0 for rural consu0ers%

RESEARCH METHODOLOGY
9he study has a descriptive research desi#n% 9he study area includes rural villa#es of )oi0batore District% 9he sa0plin# 0ethod used is Stratified Rando0
Sa0plin#% A sa0ple of &'' respondents is ta:en for the study of which .' respondents are fro0 Periannai:enpalaya0 bloc: ;)oi0batore Division< and .'
respondents are fro0 Anna0alai bloc: ;Pollachi Division<% 9he pri0ary data was collected usin# an Interview Schedule%

ANALYSIS # FINDINGS
9he levels of influence of various factors on rural consu0ers3 purchase were studied with respect to personal care products% 9he percenta#e of various levels of
influence of &( factors on rural consu0er buyin# behaviour is shown in 9able &%

TABLE 1: PERCENTAGE OF INFLUENCE OF FACTORS ON PERSONAL CARE BRAND PURCHASE DECISION OF RURAL RESPONDENTS
S.N7 F/:279D H3<C I06=@50:5 G M7F59/25 I06=@50:5 G L7H I06=@50:5 G
& Price .E EI E&
E Pac:a#e (' -I E-
- Brand $a0eAI0a#e IE E& I
( Nuality G& &G &
. Nuantity -( .' &H
H Availability &G (& (&
I $earness to Sellin# Point .' &- -I
G +abitual .E -I &&
J Personal Preference (- .E .
&' !a0ily Preference .' (G E
&& !riendsASocial #roup -' &H .(
&E Inco0e .G -H H
&- Brand Benefits H' -- I
&( Retailer E' (H -(
!ro0 the table we find that the factor CNuality3 is the hi#hest influencin# factor with G&M" followed by Brand $a0eAI0a#e with IEM and Brand Benefits with
H'M% 9he factor C!riendsASocial roup3 has the lowest influence of .(M followed by CAvailability3 as the lowest influencin# factor to about (&M of respondents%

H-1: 9here is no si#nificant difference in the 0ean scores of various influencin# factors of rural consu0ers belon#in# to various levels of education%










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TABLE 2: SUMMARY OF ONE WAY ANOVA FOR EDUCATION OF RESPONDENTS I FACTOR INFLUENCING PURCHASE OF PERSONAL CARE BRANDS
S@4 76 SJ@/95D M5/0 SJ@/95 F V/=@5 S3<. R54/9B 679 H-1
Price Between roups (%.-I &%.&E E%(HI %'HI Accepted
>ithin roups .G%G.- %H&-
9otal H-%-J'
Pac:a#e Between roups E%-H- %IGG &%-&' %EIH Accepted
>ithin roups .I%I(I %H'E
9otal H'%&&'
Brand $a0e Between roups &%'-I %-(H %JEJ %(-' Accepted
>ithin roups -.%I&- %-IE
9otal -H%I.'
Nuality Between roups &%J-I %H(H 3.'!'II .-12 R585:25F
>ithin roups &H%'H- %&HI
9otal &G%'''
Nuantity Between roups %&H- %'.( %&&E %J.- Accepted
>ithin roups (H%.JI %(G.
9otal (H%IH'
Availability Between roups %&-' %'(- %'IG %JIE Accepted
>ithin roups .-%.G' %..G
9otal .-%I&'
$earness to Sellin# Point Between roups &'%-(I -%((J "."17II .--% R585:25F
>ithin roups I(%JH- %IG&
9otal G.%-&'
+abitual Between roups &%-GI %(HE %JJ' %('& Accepted
>ithin roups ((%G'- %(HI
9otal (H%&J'
Personal Preference Between roups %'-' %'&' %'EJ %JJ- Accepted
>ithin roups --%.-' %-(J
9otal --%.H'
!a0ily Preference Between roups %.-' %&II %.JI %H&J Accepted
>ithin roups EG%(-' %EJH
9otal EG%JH'
!riendsA Social roup Between roups -%.J' &%&JI &%.-J %E'J Accepted
>ithin roups I(%H.' %IIG
9otal IG%E('
Inco0e Between roups &%'.I %-.E %J(E %(E( Accepted
>ithin roups -.%J'- %-I(
9otal -H%JH'
Brand Benefits Between roups E%-JI %IJJ E%&'' %&'. Accepted
>ithin roups -H%.&- %-G'
9otal -G%J&'
Retailer Between roups H%HI' E%EE- ".7-"II .--" R585:25F
>ithin roups (.%-I' %(I-
9otal .E%'('
OO Si#nificant at '%'. level
!ro0 9able E" it can be found that there is a si#nificant difference across respondents of varyin# education levels" with re#ard to the influence of Nuality"
$earness to Sellin# Point and Retailer factors% 9he respondents with C$o for0al 6ducation3 are so0e what i#norant and do not #ive 0uch i0portance to ?uality
as co0pared to respondent in other educational #roups% 9hen incase of P$earness to Sellin# Point3 factor" respondents with P de#ree do not #ive 0ore
i0portance to nearby shops" while respondents with no for0al education are 0ore influenced by nearness to sellin# point" since they have beco0e re#ular
custo0er to a particular :irana store and often avail credit facilities on their 0onthly purchase% 9hey also rely on local retailers for personal care brand
infor0ation% Respondents with no for0al education were found to be 0ore influenced by Retailers than other #roup of respondents%

H-2: 9here is no si#nificant difference in the 0ean scores of various influencin# factors of rural consu0ers belon#in# to different a#e #roups%




















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TABLE 3: SUMMARY OF ONE WAY ANOVA FOR AGE GROUP OF RESPONDENTS I FACTOR INFLUENCING PURCHASE OF PERSONAL CARE BRANDS
Su0 of S?uares Mean S?uare ! 5alue Si#% Re0ar: for +'E
Price Between roups &%(&( %EG- %(EJ %GEI Accepted
>ithin roups H&%JIH %H.J
9otal H-%-J'
Pac:a#e Between roups H%G-J &%-HG 2."13II .-"2 R585:25F
>ithin roups .-%EI& %.HI
9otal H'%&&'
Brand $a0e Between roups E%-.' %(I' &%EG( %EII Accepted
>ithin roups -(%('' %-HH
9otal -H%I.'
Nuality Between roups %H.' %&-' %I'( %HEE Accepted
>ithin roups &I%-.' %&G.
9otal &G%'''
Nuantity Between roups E%E&H %((- %J-. %(HE Accepted
>ithin roups ((%.(( %(I(
9otal (H%IH'
Availability Between roups E%.(& %.'G %J-( %(H- Accepted
>ithin roups .&%&HJ %.((
9otal .-%I&'
$earness to Sellin# Point Between roups G%GIH &%II. E%&G- %'HE Accepted
>ithin roups IH%(-( %G&-
9otal G.%-&'
+abitual Between roups &&%'G' E%E&H !.*33II .--- R585:25F
>ithin roups -.%&&' %-I(
9otal (H%&J'
Personal Preference Between roups &%&.( %E-& %HHJ %H(G Accepted
>ithin roups -E%('H %-(.
9otal --%.H'
!a0ily Preference Between roups &%H-- %-EI &%&E- %-.- Accepted
>ithin roups EI%-EI %EJ&
9otal EG%JH'
!riendsA Social roup Between roups (%EHH %G.- &%'G( %-I( Accepted
>ithin roups I-%JI( %IGI
9otal IG%E('
Inco0e Between roups %HHJ %&-( %-(I %GG- Accepted
>ithin roups -H%EJ& %-GH
9otal -H%JH'
Brand Benefits Between roups &%-'. %EH& %H.- %HH' Accepted
>ithin roups -I%H'. %(''
9otal -G%J&'
Retailer Between roups .%G-& &%&HH 2.372II .-"! R585:25F
>ithin roups (H%E'J %(JE
9otal .E%'('
OO Si#nificant at '%'. level
9able - reveals a si#nificant difference across a#e #roup of respondents with re#ard to the influence of Pac:a#e" +abitual and Retailer factors% +ence $ull
+ypothesis +'E is re1ected in these cases%

H-3: 9here is no si#nificant difference in the 0ean scores of 0ale and fe0ale respondents for each of the influencin# factors%
























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.H
TABLE ": SUMMARY OF T-TEST FOR GENDER OF RESPONDENT I FACTOR INFLUENCING PURCHASE OF PERSONAL CARE BRANDS
N M5/0
2-E/=@5
S3<. (2-2/3=5F) R54/9B 679 H-3
Price Male .' E%&H &%GJJ %'H' Accepted
!e0ale .' E%(H
Pac:a#e Male .' E%E( %GJI %-IE Accepted
!e0ale .' E%&'
Brand $a0e Male .' E%I( &%(GH %&(' Accepted
!e0ale .' E%.H
Nuality Male .' E%G( %J-G %-.& Accepted
!e0ale .' E%IH
Nuantity Male .' E%&H %EJ' %II- Accepted
!e0ale .' E%E'
Availability Male .' &%G' %('H %HGH Accepted
!e0ale .' &%I(
$earness to Sellin# Point Male .' E%-' &%G.( %'HI Accepted
!e0ale .' &%JH
+abitual Male .' E%-G %(-I %HH- Accepted
!e0ale .' E%((
Personal Preference Male .' E%(' %-(E %I-- Accepted
!e0ale .' E%-H
!a0ily Preference Male .' E%.' %-HG %I&( Accepted
!e0ale .' E%(H
!riendsASocial roup Male .' &%G' %((G %H.. Accepted
!e0ale .' &%IE
Inco0e Male .' E%-H 2.7-1II .--' R585:25F
!e0ale .' E%HG
Brand Benefits Male .' E%.( %&.J %GI( Accepted
!e0ale .' E%.E
Retailer Male .' &%GH %''' &%''' Accepted
!e0ale .' &%GH
OO Si#nificant at '%'. level
!e0ale respondents were found be 0ore influenced by CInco0e3 factor co0pared to their Male counterparts and 0ade their purchase decisions by 0ostly
considerin# their 0onthly bud#et% 9his is evident fro0 9able (%

H-": 9here is no si#nificant difference in the 0ean scores of 0arried and sin#le respondents for each of the influencin# factors%


























VOLUME NO. 2 (2011), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
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.I
TABLE !: SUMMARY OF T-TEST FOR MARITAL STATUS OF RESPONDENT I FACTOR INFLUENCING PURCHASE OF PERSONAL CARE BRANDS
N M5/0 2-E/=@5 S3<. (2-2/3=5F) R54/9B 679 H-"
Price Married .H E%-H %HH- %.'J Accepted
Sin#le (( E%E.
Pac:a#e Married .H E%'( &%JIE %'.& Accepted
Sin#le (( E%-(
Brand $a0e Married .H E%.E 2.!12II .-1" R585:25F
Sin#le (( E%GE
Nuality Married .H E%I- &%G&H %'IE Accepted
Sin#le (( E%GJ
Nuantity Married .H E%&( %H'G %.(. Accepted
Sin#le (( E%E-
Availability Married .H &%G' %.&E %H&' Accepted
Sin#le (( &%I-
$earness to Sellin# Point Married .H E%&( %&.. %GII Accepted
Sin#le (( E%&&
+abitual Married .H E%.' &%(JH %&-G Accepted
Sin#le (( E%-'
Personal Preference Married .H E%-E &%&-I %E.G Accepted
Sin#le (( E%(.
!a0ily Preference Married .H E%(G %'(( %JH. Accepted
Sin#le (( E%(G
!riendsASocial roup Married .H &%.I 2."!3II .-1% R585:25F
Sin#le (( E%''
Inco0e Married .H E%HG 3.-"'II .--3 R585:25F
Sin#le (( E%-E
Brand Benefits Married .H E%(H &%&G. %E-J Accepted
Sin#le (( E%H&
Retailer Married .H &%J- &%'HG %EGG Accepted
Sin#le (( &%II
OO Si#nificant at '%'. level
9able . shows the variations across 0arital status of respondent" incase of Brand $a0e" !riendsASocial roup and Inco0e factors% Respondents who are CSin#le3
were found to be 0ore influenced by Brand $a0e and !riendsASocial #roups than the 0arried respondents% On the other hand 0arried respondents were 0ore
concerned about their bud#et and were si#nificantly influenced by Cinco0e3 factor while purchasin# their personal care products" than the respondents who are
sin#le%

IMPLICATIONS OF THE STUDY
9he Study shows that the rural consu0ers are 0ore concerned about the ?uality" brand na0e and brand benefits of the personal care products purchased by
the0% !urther it was also found that once the rural consu0ers found that certain brands are suitable to the0" they do not chan#e it easily due to influence of
friendsAsocial #roup and lac: of availability of their usual brands% Incase of non availability of their personal care brand at the store where they purchase
re#ularly" they often #o to another retail store to #et their preferred brand and do not co0pro0ise easily%
2ocal retailers were found to play a vital role" especially when the respondents are illiterate% 9hese store :eepers introduce and infor0 the0 about the brand" its
benefits and also about the pro0otional offers% +ence the 0ar:eter has to develop a #ood rapport with the local retailers to reach the illiterate rural consu0ers%
Support and cooperation fro0 local retailers also helps in #ettin# a co0petitive ed#e over local brands sold in rural areas% !riendsASocial #roup were found to
have considerable influence on respondents who were sin#le" as they involve in brand discussions to decide their purchase% Pac:a#e factor has considerable
influence on youn#er respondents as they prefer attractive pac:a#e colors and desi#n" while illiterates often identify their brand with the color of the pac:a#e
rather than the brand na0e%

CONCLUSIONS
9he study focused on #ainin# insi#ht into the influence of various factors on the purchase behavior of rural consu0ers% 9he factors included were related to the
personal care brands and rural consu0ers% 9he study did not ta:e into consideration about the influence of advertisin# and other pro0otional factors% !ro0 the
study it is evident that ?uality of personal care brands were #iven 0ore e0phasis and the difference in educational level of respondents is si#nificant incase of
certain factors na0ely ?uality" nearness to sellin# point and retailer% >ith increased education the rational thin:in# of rural consu0ers is i0proved and i0pulse
buyin# is reduced% 9hey 0a:e 0ore rational decisions even thou#h they belon# to the rural re#ions% Inco0e had a si#nificant difference across Marital Status and
ender of respondents in influencin# their purchase decision% Ma1ority of the consu0ers do not 0ind visitin# townsAcity to purchase #ood ?uality brands of
Personal care products% !urther" the 0ar:eters 0ust constantly 0onitor the rural consu0er purchase behavior throu#h local retailers and see: their assistance
in curbin# fa:e brands%

REFERENCES
&% Anandan" ) et al% ;E''I<" PA study on brand preference of washin# soaps in rural areasF" Indian Journal of Mar:etin#" 5ol% -I" $o -" Mar E''I" pp% -'--I%
E% ar#a" P%" hu0an" =%" and Do#ra" B ;E''J<" PRural 0ar:etin# of select !ast Movin# )onsu0er oods in Pun1abF" Indian Journal of Mar:etin#" 5ol% -J" $o ."
May E''J" pp% E&-EI%
-% =ashyap% P%" Raut Siddhartha ;E''G<" P9he Rural Mar:etin# Boo:F" Bi*tantra%
(% Madhavi" ) and Arul =u0ar" S ;E''H<" PRural Mar:etin# for !M)F" Indian Journal of Mar:etin#" 5ol% -H" $o% (" Apr E''H" pp% &J-E-%
.% $a#ara1a ;E''(<" P)onsu0er Behaviour in rural areasB A 0icrolevel study on buyin# behaviour of rural consu0ers in =aval MandalF" Indian Journal of
Mar:etin#" 5ol% -(" $o &&" $ov E''(" pp% -'--.%
H% Selvara1" A%" ;E''I<" PRural )onsu0er3s behaviour re#ardin# $on-Durable #oodsB A study in 6rode district of 9a0il $aduF" Indian Journal of Mar:etin#" 5ol%
-I" $o &E" Dec E''I" pp% -.--J%
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VOLUME NO. 2 (2011), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE # MANAGEMENT
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