INTRODUCTION

INTRODUCTION

Hygiene is a set of practices performed to preserve health. According to the World Health

Organization (WHO), "Hygiene refers to conditions and practices that help to maintain health

and prevent the spread of diseases."[2] Personal hygiene refers to maintaining the body's

cleanliness.

Many people equate hygiene with 'cleanliness,' but hygiene is a broad term. It includes such

personal habit choices as how frequently to take a shower or bathe, wash hands, trim fingernails,

and change and wash clothes. It also includes attention to keeping surfaces in the home and

workplace, including bathroom facilities, clean and pathogen-free.

Some regular hygiene practices may be considered good habits by a society, while the neglect of

hygiene can be considered disgusting, disrespectful, or threatening.

Home and everyday hygiene

Home hygiene pertains to the hygiene practices that prevent or minimize the spread of disease at

home and other everyday settings such as social settings, public transport, the workplace, public

places, etc.

Hygiene in a variety of settings plays an important role in preventing the spread of infectious

diseases.[6] It includes procedures used in a variety of domestic situations such as hand hygiene,

respiratory hygiene, food and water hygiene, general home hygiene (hygiene of environmental

sites and surfaces), care of domestic animals, and home health care (the care of those who are at

greater risk of infection).

At present, these components of hygiene tend to be regarded as separate issues, although based

on the same underlying microbiological principles. Preventing the spread of diseases means

breaking the chain of infection transmission. Simply put, if the chain of infection is broken,

infection cannot spread. In response to the need for effective codes of hygiene in home and

everyday life settings the International Scientific Forum on Home Hygiene has developed a risk-

based approach based on Hazard Analysis Critical Control Point (HACCP), also referred to as

"targeted hygiene." Targeted hygiene is based on identifying the routes of pathogen spread in the

home and introducing hygiene practices at critical times to break the chain of infection.

The main sources of infection in the home[7] are people (who are carriers or are infected), foods

(particularly raw foods) and water, and domestic animals (in the U.S. more than 50% of homes

have one or more pets[8]). Sites that accumulate stagnant water—such as sinks, toilets, waste

pipes, cleaning tools, face cloths, etc. readily support microbial growth and can become

secondary reservoirs of infection, though species are mostly those that threaten "at risk"

groups. Pathogens (potentially infectious bacteria, viruses etc.—colloquially called "germs") are

constantly shed from these sources via mucous membranes, feces, vomit, skin scales, etc. Thus,

when circumstances combine, people are exposed, either directly or via food or water, and can

develop an infection.

The main "highways" for the spread of pathogens in the home are the hands, hand and food

contact surfaces, and cleaning cloths and utensils. Pathogens can also be spread via clothing and

household linens, such as towels. Utilities such as toilets and wash basins, for example, were

invented for dealing safely with human waste but still have risks associated with them. Safe
disposal of human waste is a fundamental need; poor Hyiegne is a primary cause of diarrhea

disease in low income communities. Respiratory viruses and fungal spores are spread via the air.

Good home hygiene means engaging in hygiene practices at critical points to break the chain of

infection.[7] Because the "infectious dose" for some pathogens can be very small (10-100 viable

units or even less for some viruses), and infection can result from direct transfer of pathogens

from surfaces via hands or food to the mouth, nasal mucous or the eye, 'hygienic cleaning'

procedures should be sufficient to eliminate pathogens from critical surfaces.

Hygienic cleaning can be done through:

 Mechanical removal (i.e., cleaning) using a soap or detergent. To be effective as a hygiene

measure, this process must be followed by thorough rinsing under running water to remove

pathogens from the surface.

 Using a process or product that inactivates the pathogens in situ. Pathogen kill is achieved

using a "micro-biocidal" product, i.e., a disinfectant or antibacterial product; waterless hand

sanitizer; or by application of heat.

 In some cases combined pathogen removal with kill is used, e.g., laundering of clothing and

household linens such as towels and bed linen.

Food hygiene at home

Food hygiene is concerned with the hygiene practices that prevent food poisoning. The

five key principles of food hygiene, according to WHO, are:[14]

1. Prevent contaminating food with mixing chemicals, spreading from people, and animals.
 2. Separate raw and cooked foods to prevent contaminating the cooked foods.

3. Cook foods for the appropriate length of time and at the appropriate temperature to kill

pathogens.

4. Store food at the proper temperature.

5. Use safe water and raw materials.

Hygiene in the kitchen, bathroom and toilet

Routine cleaning of (hand, food, drinking water) sites and surfaces (such as toilet

seats and flush handles, door and tap handles, work surfaces, bath and basin surfaces) in the

kitchen, bathroom and toilet reduces the risk of spread of pathogens. The infection risk

from flush toilets is not high, provided they are properly maintained, although some splashing

and aerosol formation can occur during flushing, particularly when someone has diarrhea.

Pathogens can survive in the scum or scale left behind on baths, showers and wash basins after

washing and bathing.

Water left stagnant in the pipes of showers can be contaminated with pathogens that become

airborne when the shower is turned on. If a shower has not been used for some time, it should be

left to run at a hot temperature for a few minutes before use.

Thorough cleaning is important in preventing the spread of fungal infections.[16] Molds can live

on wall and floor tiles and on shower curtains. Mold can be responsible for infections, cause

allergic responses, deteriorate/damage surfaces and cause unpleasant odors. Primary sites of

fungal growth are inanimate surfaces, including carpets and soft furnishings.[17]Air-borne fungi

are usually associated with damp conditions, poor ventilation or closed air systems.
Household water treatment and safe storage[edit]

Household water treatment and safe storage ensure drinking water is safe for consumption. These

interventions are part of the approach of self-supply of water for households.[45]Drinking water

quality remains a significant problem in developing[46] and in developed countries;[47] even in the

European region it is estimated that 120 million people do not have access to safe drinking water.

Point-of-use water quality interventions can reduce diarrheal disease in communities where

water quality is poor or in emergency situations where there is a breakdown in water

supply.[46][47][48][49] Since water can become contaminated during storage at home (e.g. by contact

with contaminated hands or using dirty storage vessels), safe storage of water in the home is

important.

Methods for treatment of drinking water,[49][15] include:

1. Chemical disinfection using chlorine or iodine

2. Boiling

3. Filtration using ceramic filters

4. Solar disinfection – Solar disinfection is an effective method, especially when no

chemical disinfectants are available.[50]

5. UV irradiation – community or household UV systems may be batch or flow-though. The

lamps can be suspended above the water channel or submerged in the water flow.

6. Combined flocculation/disinfection systems – available as sachets of powder that act by

coagulating and flocculating sediments in water followed by release of chlorine.

7. Multibarrier methods – Some systems use two or more of the above treatments in

combination or in succession to optimize efficacy.

Oral hygiene[edit]

Main article: Oral hygiene

It is recommended that all healthy adults brush twice a day,[59] softly,[60] with the correct

technique, replacing their toothbrush every few months (~3) or after a bout of illness.[61]

There are a number of common oral hygiene misconceptions. It is not correct to rinse the mouth

with water after brushing.[62] It is also not recommended to brush immediately after drinking

acidic substances, including sparkling water.[63] It is also recommended to floss once a

day,[64] with a different piece of floss at each flossing session. The Effectiveness of Tooth

Mousse is in debate.[65] Visits to a dentist for a checkup every year at least are recommended

Culinary (food) hygiene

Culinary hygiene pertains to the practices related to food management and cooking to

prevent food contamination, prevent food poisoning and minimize the transmission of diseaseto

other foods, humans or animals. Culinary hygiene practices specify safe ways to handle, store,

prepare, serve and eat food.

Culinary practices include:

 Cleaning and disinfection of food-preparation areas and equipment (for example using

designated cutting boards for preparing raw meats and vegetables). Cleaning may involve

use of chlorine bleach, ethanol, ultraviolet light, etc. for disinfection.

 Careful avoidance of meats contaminated by trichina worms, salmonella, and other

pathogens; or thorough cooking of questionable meats.

 Extreme care in preparing raw foods, such as sushi and sashimi.

 Institutional dish sanitizing by washing with soap and clean water.

 Washing of hands thoroughly before touching any food.

 Washing of hands after touching uncooked food when preparing meals.

 Not using the same utensils to prepare different foods.

 Not sharing cutlery when eating.

 Not licking fingers or hands while or after eating.

 Not reusing serving utensils that have been licked.

 Proper storage of food so as to prevent contamination by vermin.

 Refrigeration of foods (and avoidance of specific foods in environments where refrigeration

is or was not feasible).

 Labeling food to indicate when it was produced (or, as food manufacturers prefer, to indicate

its "best before" date).

 Proper disposal of uneaten food and packaging.

Hygiene, and cleanliness are the hallmarks of a civilized society. Hygiene is critical

for health and sustainable socio-economic development. There is an increasing tendency

for communities in rural hinterlands to defecate in the open much to the annoyance of

officials who are working overtime to deal with different aspects of Hygiene with

individuals, families and the nation at large. NGOs and the staff and line agencies in the

government see this as a crucial aspect for development, as this seems to be the biggest

challenge for the governance of development in the 21st century.

 Needless to emphasize, the quality of human life, inter-alia rests upon better

accessibility to Hygiene. The agenda set for providing clean water and better Hygiene

facilities apply more so for developing countries. For the marginalized communities, lack

of clean water and adequate Hygiene acts as an impediment for the Human Development

growth in the communities across the world. A multidisciplinary subject, Hygiene has the

inherent potential to harness healthy living among the public at large. The larger societal

development can only be achieved through empowering rural people on core issues of

Hygiene.

The quality of human life, directly or indirectly, depends upon accessibility to

better Hygiene. In the post globalization scenario, water and Hygiene have become

important agendas for developing countries, not truly reflected in rural areas.

The human development indicators also depend upon the better Hygiene

accessibility to the marginalized communities. Hygiene is not only a development issue,

but also an empowerment tool for the development of society and it has now turned into a

multidisciplinary subject in the global development sector.

Cleanliness and hygiene are important from not only the public health point of

view, but also socio and economic development of the family. There is no doubt to say in

this era Hygiene dictates the human life.

India is just above Afghanistan and Pakistan in Hygiene indices among developing

countries in the world. Even Bangladesh is above India in this crucial social index. The
child malnutrition rate of 50 per cent in India is much higher than that of Eritrea, an

African nation, where it is only 35 per cent. While these figures may disappoint Indians,

there is no need for despair, Although India was once a laughing stock for other nations,

various government programmes, including total Hygiene campaign undertaken by the

Ministry of Rural Development (MoRD), aimed at ameliorating rural poverty and

improving sanitary conditions, have resulted in considerable improvement in living

conditions.

Organisations like the World Bank and other multi donor or finance organisations

are promoting Hygiene activities. They are also concentrating on awareness generation and

construction of infrastructure for providing better Hygiene facilities. There was a

successful campaign “No Toilet, No Bride” in the state of Haryana. In fact after getting

sensitization about the need of toilet and Hygiene practices, people were unable to

overcome their habitual practices, though the campaign impacted many and has turned into

most successful Hygiene promotion effort till date. The awareness resulted in many young

women refusing to marry unless the bridegroom furnishes their future home with a

bathroom, freeing them from the inconvenience and embarrassment of using community

toilets or squatting in fields.

Water and Hygiene are key elements in the field of development. Shortage of water

is now recognised as one of the world's biggest problems. As brought out at a recent

Global WASH (Water, Hygiene and Hygiene for All) Forum in Dakar, Senegal, people are

far more concerned about what emanates from their mouths than from other orifices in
their bodies. The technology employed in ridding ourselves of our bodily wastes has

remained unchanged, more or less, for three centuries.

The Water Supply & Hygiene Collaborative Council (WSSCC), a multi-

stakeholder organisation under the umbrella of the World Health Organisation in Geneva,

has been almost single-handedly trying to put Hygiene and hygiene on the international

agenda. It succeeded in including Hygiene as one of the UN's Millennium Development

Goals (MDGs), at the 2002 World Summit on Sustainable Development in Johannesburg

(the precursor to which was the spectacular Earth Summit at Rio 20 years earlier).

Countries have now pledged to halve the number of people without access to Hygiene in

the world, a staggering 2.5 billion, by 2015.

Interestingly, the coverage of rural population increased from 56 per cent

habitations in 1985 to 99.6 per cent habitation in 2004. That sort of conclusion is typically

reached by referring to the number of villages covered, rather than the households within

them.

Because people tend to use areas close to water when they defecate in the open,

once we have Hygiene in place, we can install water facilities with the confidence that

these will not be polluted in the future. There is a long list of water borne diseases that can

severely debilitate and even turn fatal.

Water has to be treated with respect and in the knowledge that it is a finite resource.

To ensure that the local needs of everyone are met for both drinking and cooking purposes.
 It is a misnomer that water is good for washing clothes or for watering plants if it is not

good enough for drinking.

Too much water is needlessly wasted because people do not understand how

precious this natural resource is. The water pumps we use are all capable of being repaired

at the village level. It is no good installing sophisticated hand pumps if they cannot be

maintained. In Sierra Leone, rope pumps that can actually be made in the local area are

being used. Hygiene and water combined are important factors in improving health, so it is

only then that people are able to function efficiently in both education and work, and we

can move on to livelihoods.

Social advertising

Social advertising is advertising that relies on social information or networks in

generating, targeting, and delivering marketing communications.[1][2][3] Many current examples

of social advertising use a particular Interpretation service to collect social information, establish

and maintain relationships with consumers, and for delivering communications. For example, the

advertising platforms provided by Google,[4] Twitter, and Facebook involve targeting and

presenting ads based on relationships articulated on those same services. Social advertising can

be part of a broader social media marketing strategy designed to connect with consumers.

Social cues in advertisements

Social ads often include information about the affiliation of a peer with an advertised

entity. For example, a social ad might indicate a friend has endorsed a product, highly rated a

restaurant, or watched a particular film. In fact, some definitions make these personalized social
signals a necessary condition for advertising being social advertising.[2] Inclusion of personalized

social signals creates a channel for social influence. Experiments that remove peers' names or

images from social advertisements provide evidence that their presence increases proximal

outcomes (e.g., clicks on advertisements).[3] This is technically how trends are started on social

media. Since social media links a single profile to thousands of other accounts some being real

life friends or even acquaintances, the opinions and the bias a user has for other users who are

also a customer of an advertisement on the feed can heavily affect whether to click on the

advertisement or not. Once this pattern continues, the brand benefits from increased customers,

profit, and attention. Social networking can spread rapidly because 71 percent of the world’s

population contributes and uses social media which means social advertising gives companies a

better marketing technique than a physical poster advertisement.

Word of mouth

Advertisers often attempt to use word of mouth to affect consumers and their decisions to

adopt products and services.[13] Ads and other inducements targeted at a seed set of individuals

can be designed to produce a larger cascade of adoption through influence.[14][15] Businesses are

also using social media to attempt to identify and persuade influential consumers to spread

positive messages about their products or services.[13] Consequently, not only on social platforms

but also in physical settings, users start talking to each other. When individuals develop an

intimate relationship with each other, it is quite heavily based on shared characteristics, interests,

and personalities. If one social media user becomes a regular customer to a well-known company

that advertises often, there is a higher chance that all the other people who have intimate

relationships with that one customer will be exposed to the online advertisement more than
another user who might be completely new to a brand that is being advertised on screen. In

reality, this happens to not only one user but to most of the users which mean a single brand

advertisement online can have to potential of being talked about between billions and trillions of

people all around the globe.

 REVIEW
OF
LITERATURE
 Review Of Literature

European Commission’s (EC’s) report emphasizes on the important role of

Hygiene and safe water in maintaining health. The ‘sanitary revolution’ in the 19th and

early 20th century to played a vital role in reducing illness and death from infectious

diseases in industrialised countries.

In the International Drinking Water Supply and Hygiene Decade (IDWSSD), 1977-

87, a report was published by the UN, which talked about achieving cent percent Hygiene

by 1980s. The aim was clear to achieve 100 per cent coverage in water supply and

Hygiene. Interestingly, in a study undertaken by Department for International

Development (DFID)in 1998, it was noticed that the general provision of services did

increase but the Hygiene facilities could not keep pace with the rising population, meaning

that the number of people continued to rise, unserved by good Hygiene facilities. A

Systematic Review and Meta-analysis” by Lorna Fewtrell and John M. Colford, Jr. in 2004

focussed attention on how the neglect of Hygiene and hygiene issues result in increase

cases of diarrhoea all over the globe. Global Annual Assessment of Hygiene and Drinking

Water (GLAAS) is the key resource about Hygiene and hygiene published by UN water. It

provides a lot of information and fact sheets. The purpose of the GLAAS report is to

provide key information, based on data collected from a large number of sources,

regarding Hygiene and drinking-water in the developing world: specifically, the use of

Hygiene and drinking-water services, government policies and institutions, investments of

financial and human resources, foreign assistance and the influence of these factors on

performance. It strives to enable comparisons to be made across countries and regions and
is expected to achieve global reporting within the coming years. This first report covers 42

countries and 27 external support agencies.

The World Health Organization (WHO) and the United Nations Children's Fund

(UNICEF) provide a lot of information and progress in this sector. A 2010 update has been

published by them and it is available. The Joint Monitoring Programme (JMP) report

describes the status and trends with respect to the use of safe drinking-water and basic

Hygiene, and progress made towards the MDG drinking-water and Hygiene targets.

Each report assesses the situation and trends anew. This is a bible in Hygiene and

supersedes previous reports.

The Millennium Development Goals Report, 2009 was released by the United

Nations Department of Economic and Social Affairs (UNDESA). This report presents an

annual assessment of progress towards the MDGs. It points to areas where progress

towards the eight goals has slowed or reversed. The progress on drinking water and

Hygiene was mentioned with special focus on Hygiene.

The WHO in its 2005 edition report, the “Joint Monitoring Programme (JMP)”

focuses on the changes that simple improvements in water and Hygiene services can make

to people’s lifestyles, health and economic prospects – and the relatively small investments

needed to make those improvements. The report provides a list of the main agencies that

provide advocacy and technical support in the water, Hygiene and hygiene sectors.
 The United Nations Development Programme (UNDP), UN Millennium Project

Task Force released a report on Water and Hygiene in 2005 This is intended primarily for

the policy and technical communities concerned with the achievement of the Goals,

particularly target 10, in governments, international organizations, bilateral donor agencies,

specialized nongovernmental organizations, water agencies, and academia. It identifies

what it will take to meet the targets on water and Hygiene, including pinpointing the

actions needed in other sectors; and identifying the actions needed in the water resources

sector to meet the MDGs as a whole.

The United Nations Educational, Scientific and Cultural Organization (UNESCO)

released an interesting document on “Women and Water: An ethical issue”. This

publication is concerned with the ethical issues arising from the special role of women in

water use and from related social and environmental problems. It discusses both the nature

of some of the key problems and the efforts in recent decades by both inter-government

and non-governmental organisations to overcome these problems.

A strategy paper was issued by the United Nations Development Programme

(UNDP), Stockholm Environment Institute (SEI) in 2006 on water and Hygiene issues.

This paper analyses the relationship between water management and poverty reduction. It

considers water’s potential contribution to all of the MDGs, and not just those that refer

explicitly to water.

The Water Supply and Hygiene Collaborative Council (WSSCC) in 2005 published

a booklet on Community-driven development for water and Hygiene in urban areas and its

contribution towards meeting the MDG targets. This booklet focuses on the role of local,
community-driven schemes in directly addressing the needs of the unserved or ill served in

urban areas.

In 2004, the WSSCC published a book on the voices of those with long experience

of, and commitment to, the cause of ‘water, Hygiene and hygiene for all’. The publication

brings together the contributions of engineers, sociologists, doctors, community and NGO

leaders, government ministers, local government officials, academics, and private sector

executives from Asia, Africa and Latin America.

United Nations Development Programme (UNDP) in 2004 released a document on

Water Governance for Poverty Reduction, Key issues and the UNDP response to MDGs.

This document examined the governance aspects of the water and Hygiene crisis as also

the various social, economic, environmental and capacity challenges as these relate to the

MDGs, proposing solutions at every level. It draws on the experience and work of the

UNDP.

The World Health Organization (WHO) and United Nations Children's Fund

(UNICEF) in 2008 in a publication provided an assessment of the population currently

using an improved drinking-water source and basic Hygiene disaggregated by urban and

rural areas.

In 2009 the United Nations Economic and Social Commission for Asia and the

Pacific (UNESCAP) issued a discussion paper on Institutional Changes required to achieve

the MDG target on Hygiene.

 In 2005 the Global Health Council issued a book on Hygiene and child health. The

publication explained how infectious diseases affect the world unequally. Interestingly, the

book says that sixty two percent of all deaths in Africa and 31 per cent of all deaths in

Southeast Asia are caused by infections.

An interesting study by Luby et al. (Lancet, 2005) suggests that hand washing with

soap can reduce respiratory infections in children under five by 50 percent. Hand washing

interrupts the transmission of disease agents and so can significantly reduce diarrhoea and

respiratory infections, as well as skin infections and trachoma.

The Asian Development Bank (ADB), in its annual report of 2008 mentioned about

its engagement with the civil society on Hygiene aspects. It was brought out that the ADB

engages with global, regional, national, and local CSOs undertaking advocacy or service

delivery and working in a range of sectors, including water and Hygiene, agriculture,

irrigation, and transport.

The United Nations University and United Nations University Institute for Water,

Environment and Health (UNU-INWEH), Canada in 2010 released a publication, titled

“Voices from the Field”. It was mentioned that Hygiene is the single most neglected MDG

sector – accorded low priority by donor and recipient governments alike.

The International Year of Hygiene 2008 made Hygiene as a big policy issue at the

global level. Many publications and reading material, factsheets, booklets, pamphlets and

posters that are being used in campaigns, were issued on the occasion.
 A report on greater access to cell phones than toilets in India by UNU-INWEH

(2010) offers a 9-point prescription made many people think about achieving Millennium

Development Goal for Hygiene by 2015.

The World Bank released working papers from time to time on various

development issues. Likewise, in 2005 a paper on Water Supply & Hygiene was published.

It gives valuable sectoral information.

Third South Asian Conference on Hygiene’s (SACOSAN’s) Delhi Declaration on

“Hygiene for Dignity and Health”states that, “Every one of two South Asians is still forced

to undergo the indignity of defecating in the open, or using other forms of unimproved

Hygiene”. The conference was held on November 16-21 2008 at Vigyan Bhawan, New

Delhi. The fourth SACOSAN conference conducted in Sri Lanka and the fifth is scheduled

to be organized in Nepal.

Asian Development Bank (ADB) in 2007 released a discussion note, titled

“Dignity, Disease, and Dollars”. It advocates that Hygiene should be an urgent priority for

governments in Asia. Our call to action—“Dignity, Disease, and Dollars”—has been

chosen deliberately to focus attention on three areas where stakeholders need to see results:

Better facilities for individuals so they can regain their dignity, disease prevention and

healthy environmental outcomes for the wider community, and financial viability of

Hygiene services for provider governments and utilities in tandem with affordability for

households.
 The Water Aid India released a document on Hygiene conditions in India in 2005.

In an enlightened report, titled “Drinking Water and Hygiene Status in India, Coverage,

Financing and Emerging Concerns”, have been highlighted.

The Sweden based development organisation, Stockholm Environment Institute

(SEI) is initiating the EcoSanRes Programme for Improved Livelihoods around the World.

In 2004, the organisation published a document on Hygiene in a global perspective.

“Feeling the Pulse, A Study of the Total Hygiene Campaign in Five States”, done

by Water Aid India in 2008. A few published case studies on rural Hygiene are very much

useful for researchers.

“Human Development Report, 2006”, published by the UNDP mentioned about

Hygiene like beyond scarcity: Power, poverty and the global water crisis. This report

discloses that, some 2.6 billion people, half of the developing world’s population, do not

have access to basic Hygiene. It also said, while basic needs vary, the minimum threshold

is about 20 litres a day.

The International Development Agency published a study in 2005, titled “Hygiene

and Water Supply, Improving Services for the Poor, Hygiene and water supply”. It

emphasises that Hygiene and hygiene are affordable, highly effective life savers.

One more important publication of Asian Development Bank in 2009, titled “India’s

Hygiene for All: How to Make It Happen”, emphasises on a few insights related to Hygiene

in India exclusively. The Hygiene landscape in India is still littered with 13 million
unsanitary bucket latrines, which require scavengers to conduct house-to-house excreta

collection. Over 700,000 Indians still make their living this way.

 Aggarwal (2014) suggested that Consumer behaviour research is the scientific study

of the processes consumers use to select, secure, use and dispose of products

andservices that satisfy their needs. Firms can satisfy those needs only to the extent

they understand their customers. The mainobjective of this paper is to study the

demographic differences in consumers‟ buying behaviour of persons living in

Madhya Pradesh and when they buy HYGIENE products. To attain this objective a

survey was developed and administered across some part of Madhya Pradesh. The

findings confirm the factors influencing consumer buying behaviour for tooth paste

brands available in the market.

 Srivastava and Kumar (2013) analysed that HYGIENE sector is a vital contributor

to India‟s Gross Domestic Product. It has been contributing to the demand of lower

and middle-income groups in India. Over 73% of HYGIENE products are sold to

middle class households in which over 52% is in rural India. Rural marketing has

become the hottest marketing arena for most of the HYGIENE companies. The rural

India market is huge and the opportunities are unlimited. After saturation and

cutthroat competition in urban areas, now many HYGIENE companies are moving

towards the rural market and are making new strategies for targeting the rural

consumer. The Indian HYGIENE companies are now busy in formulating new

competitive strategies for this untapped potential market. Therefore, a comparative

study is made on growth, opportunity, and challenges of HYGIENE companies in

 rural market. One of the most attractive reasons for companies to tap rural consumers

is that an individual‟s income is rising in rural areas and purchasing power of lower

and middle income groups is also rising and they are eager to spend money to

improve their lifestyle. This research paper provides detailed analysis about the

contribution of HYGIENE industry in growth of Indian rural market and aims to

discuss about customer attitude towards better purchasing decision for HYGIENE

products in rural market with growing awareness and brand consciousness among

people across various socio-economic classes in rural market.

 Sulekha and Kiran (2013) concluded that in India more than 72% population lives

in villages and HYGIENE companies are famous for selling their products to the

middleclass households; it implies that rural India is a profitableand potential market

for HYGIENE producers. Rural consumers‟ incomes are rising and now they are

more willing to buy products which improve their lifestyle. Producers of HYGIENE

have to craft uniquemarketingstrategies exclusively for rural consumers. In this

process they need to understand the ruralconsumer buying behaviour which may

differ geographically. The present study focuses on understanding the rural consumer

buying behaviour for HYGIENE in Haryana. The study emphasizes on the factors

which influence the purchasing pattern of rural consumers. The study was conducted

in four districts of Haryana namely Panipat, Jind, Kuruksetra and Gurgaon.

 Yuvarani (2013) analysed that liberalization of the Indian economy had far reaching

consequences, which led to the free entry of global brands in Indian markets. Earlier

companies focused their marketing efforts towards the urban markets targetingthe

educated consumer. However with the saturation of markets in the urban sector, many
 companies focused their attention towardsthe fast growing rural sector. Since the

buying behaviour of rural consumers has become the hot topic for discussion because

rural India,in recent days, is enthusiastically consuming everything from shampoo to

motor cycles and this “rural predilection” is being consideredas one of the significant

topics for market analysis. The study focuses mainly on the rural consumer behaviour

towards selected HYGIENE products, but with the prevailing trend it is necessary to

focus on the essence and emergence of vibrant rural marketing efforts of HYGIENE

companies. Thus, with more number of companies entering into the rural market,

with a variety of products, it is must for companies to study the rural consumer

behaviour over HYGIENE products. This study will highlight the rural

consumerbehaviour before purchase, at the time of purchase and post- purchase. The

commodities chosen for the research are shampoo, bathingsoap, toothpaste, biscuits

and mosquito coil/liquid. The commodities selected for the research has been done on

the basis of productsavailable for respective industries: hair care; skin care; oral care;

food and beverages; and mosquito repellants.

 Deliya, 2012 studied the importance of packaging design as a vehicle for

communication for packaged HYGIENE products.This research utilized a focus

group methodology to understand consumerbehaviour towards such products.The

challenge for researchers is to integrate packaging into an effectivepurchasing

decision model, by understanding Consumer‟s behaviour towardsthe packaging of

HYGIENE products.When consumers search for the process information in-store, the

product'spackage can contain relevant and useful information for the

consumer.Product packaging forms the end of the 'promotion-chain' and is close

intime to the actual purchase and may therefore play an important role inpredicting

consumer outcomes.Packages also deliver brand identification and label information

like usageinstructions, contents, and list of ingredients or raw materials, warnings

foruse and directives for care of product.

 RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY

Descriptive study has been used which is carried out to describe accurately the

characteristics of an individual, or group, or a particular situation. A descriptive study is one

in which information is collected without changing the environment. In human research, a

descriptive study provides information about the naturally occurring health status, behaviour,

attitude and other characteristics of a particular group. Accuracy is the best benefit of this

type of study as most of the social researches are done under this category. Therefore,

descriptive study eliminates biasness and maximizes reliability

The research study is empirical. The study has been undertaken based on primary

and secondary data. The primary data has been mainly obtained from official records,

registers, government orders, pamphlets, brochures, training material and unpublished

material. The researcher has conducted interactions, face-to-face discussions with rural

stakeholders and held consultations with the officials dealing with this subject at various

levels.

Case study of two of the selected villages was done to understand the

implementation of the programme. The researcher also conducted formal and informal

interviews and followed the technique of participation and non-participation by several

officers and beneficiaries. Formal and informal interviews were conducted for the study,
which proved to be highly beneficial in collection of factual data, reliable information from

the officials and beneficiaries.

Information was gathered from the district administrative authorities of Medak and

the Panchayat Raj - Rural Water Supply & Hyiegne (PR - RWS & S) Department of

Government of Uttar Pradesh. Interviews, interactions, and discussions gave an insight into

the implementation of rural Hyiegne coupled with an intensive fieldwork for completion of

the research.

RESEARCH TYPE

The questionnaire is not specifically divided into different parts, but it can be
observed that questionnaire has two sections i.e., general background of respondents and

buying behaviour of rural and urban consumers towards Hygiene actiivities - branded and

unbranded products. Finally, the questionnaire is comprised of total twenty two questions

other than general background questions for respondents to answer, under which personal

care; cosmetic care and toiletry; household care; and food, health and beverages products are

included for covering all categories of Hygiene actiivities . Except two open ended questions,

the remaining are multiple choice questions. The schedule for respondents was structured in a

way to collect maximum data regarding their demographic and socio-economic background,

buying motives, preferences, awareness of consumers and consumption patterns. The

questionnaire in English and Hindi are shown in the After designing the proper schedule for

data collection, the questionnaires were got filled at personal level. This methodensured that
respondents were personally reached; and it was observed that the purpose and the objectives

of the research study were explained to the respondents personally in order to get their proper

answer/response. Individuals, who agreed to participate in the survey, were asked for detailed

replies and comments to the different questions listed in the questionnaire. During the course

of interview, cross questions were raised which provided additional useful information and

rare human insights through cross checking answers/replies of respondents. This helped in

achieving desired degree of accuracy and reliability in the collected data.

In this research study, best of communication and observation skillsare used at

various stages of data collection process. Specially in case of rural and illiterate respondents,

keen observation not only proved as the key factor for data collection, but also as an

excellent tool to cross check the correctness and accuracy of information sought through

questionnaire in personal interview.

Objectives of the Study

Objective: 1: To study the role and impact of Information, Education and Communication

(IEC) campaigns in rural Hyiegne initiatives

Objective: 2: To know the impact of different campaigns on the absorption of suitable low

cost, effective and appropriate Hyiegne technologies by the rural people

Objective: 3: To know how various communication tools have been employed for

implementation of rural Hyiegne programmes

Objective: 4: To assess linkages with the three-tier Panchayat Raj institutions through

rural Hyiegne programmes

Objective: 5: To understand the rural Hyiegne approaches and implementation modalities

of rural Hyiegne programmes through the communication processes Objective: 6: To

analyze the extent of media coverage given to core issues of Hyiegne in media

Objective: 7: To analyze how NGOs, media representatives and government functionaries

look at Hyiegne

Scope of the Study

 The research study is proposed to provide an empirical data of presentation related

to the rural Hyiegne initiatives under rural Hyiegne programmes in Medak district of Uttar

Pradesh. The study focuses on the rural Hyiegne with emphasis on the role and impact of

IEC and the media. The study will seek to identify some of the significant issues in rural

Hyiegne. The data and other information were collected for the period of 2003-2013.

Limitations of the Study

In spite of all the care taken, this study has its limitations. These include: material

availability, limited time, geographical limitations. Again, it is not possible to make an

overall assessment of the implementation of rural Hyiegne programmes for theses work for

the entire Uttar Pradesh state.

DATA ANALYSIS
Data analysis

After the collection of data from rural area’ data analysis had been completed, the

rural area were asked several questions about the hygiene activities. Based on the inputs on

Hygiene, support of government departments, support from the panchayat, the level of

involvement of the respondent was assessed.

The study was carried out in rural area with a population of 70 respectively. Each

area is divided for administrative purposes into about nine wards having around 15 to 20

households. Most houses are built on their own land under government housing

programmes. The local government consists of an elected panchayat Sarpanch (President)

and a council of elected members, one member per ward. The case study focused on two

rural area in which rural Hygeine and awareness campaign interventions had been

completed.

The hygiene programme developed its Hygeine promotion activities in Medak

district with the support of social advertising. The hygiene programme is getting support

and other inputs for TSC programme supported by the ministry of rural development, GoI

through the Department of Drinking Water Supply. The intervention aimed at providing

permanent latrines to the total population, and to promote good Hygeine hygiene practices

among all households.

The duration of intervention in each rural area was not fixed, but depended on local

circumstances. In practice, it usually continued long enough to be able to organise and

mobilize with local groups, and to achieve the agreed programme goals negotiated with the
council of that panchayat and Village Water and Hygeine Committee (VWSC). The

Hygeine implementation strategy followed a few steps like creation of awareness,

motivating the community to construct a toilet, identification of beneficiaries and

providing subsidy and promoting Hygeine hygiene practices at personal and village levels.

In these two panchayats, the water supply activities were planned with the communities

before Hygeine started, but then provision of water supply came after the household latrine

programme.

SAMPLE METHOD

Multiple-stage sampling has been used for selecting the sample. In the research study,

probability systematic random sampling has been used for collecting the data; it is also called

an Nth name selection technique. This method is used because under this procedure each

element in the population has a known and equal probability of selection. Further, probability

random sampling has been used for giving equal probability to every unit.

SAMPLING FRAME

A decision has to be taken concerning a sampling unit before selecting a sample;

sampling framemay be geographical one such state, district, village etc. It is the list of

sampling units or elements from which the sample or some proportion of the sample is
actually selected or drawn. So, in this research study sampling frame is the state i.e. Uttar

Pradesh.

SAMPLING SIZE

This refers to the number of items to be selected from the universe to constitute a

sample. The size of sample should neither be excessively large nor too small, it should be

optimum. A sample of 250 from rural markets and 250 from urban markets (total 500

consumers) is taken for the given research study.

SAMPLING PROCEDURE

Out of 21 districsts of Uttar Pradesh, 5 representative districts are selected on the

basis of per capita income of each district (Source: Statistical Abstract of Uttar Pradesh,

2009). Income is selected as base because income has a direct positive effect on buying

behaviour of consumers. If income rises or falls, consumer consume more or less

accordingly. All districts are arranged as per high to low per capita income (descending

order); Gurgaon has the highest rank and is the first selected district. After that, every 5 th

district is chosen as per probability systematic random sampling. The procedure integrated 5

districts in the sample and these are:

 Initially, the sample size was 550, which was divided into 5 districts between rural

and urban markets as follows:

GURGAON AMBALA KURUKSHETRA HISSAR JIND

Rural Urban Rural Urban Rural Urban Rural Urban Rural Urban

55 55 55 55 55 55 55 55 55 55

But the representation of actual data collected is as follows:

Farrkh
Kanpur Kanpur Dehat Unnao Kannauj abad

Rural Urban Rural Urban Rural Urban Rural Urban Rural Urban

51 50 54 55 52 54 50 51 50 54

To justify the overall sample size, an average sample of 500 respondents were selected

from each district; selected 50 each from rural and urban markets. Each district is divided into

blocks (Source: Uttar Pradesh Abstract, 2009) and out of each block, number of households

was chosen according to voter list of each district (Source: Chief Electoral Officer, Uttar

Pradesh) and it was arranged in ascending order. Thereafter with the help of probability

random sampling, number of households was chosen as per following manner:

 Farrukhabad

Dayal Singh Ka
Mainpur Meerapur purwa Sohna

Rural Urban Rural Urban Rural Urban Rural Urban

12 12 13 13 12 12 13 13

Kannauj

Purwa Hanspur Barara Shehzadpur Nariangarh Saha

Rural Urban Rural Urban Rural Urban Rural Urban Rural Urban Rural Urban

9 9 9 9 8 8 8 8 8 8 8 8

Hardoi

Makanp
Rampur Sikoha Hisnsapur Bewar ur Sikohabad

Rural Urban Rural Urban Rural Urban Rural Urban Rural Urban Rural Urban

8 8 8 8 9 9 9 9 8 8 8 8

Kanpur Dehat

Radhabala
Rampur Behta mpur Kelawali Ratapur
 Rural Urban Rural Urban Rural Urban Rural Urban Rural Urban

5 5 5 5 6 7 6 6 7 7

KANPUR
KANPUR DEHAT NAGAR Unnao KANNAUJ

Rural Urban Rural Urban Rural Urban Rural Urban

6 6 5 5 5 5 5 4

Reabareli

Chaub Baikunthpu
epur Bithoor Mandhan Naramau Ratanpur Nankari r

Rura Urba Rura Urba Rura Urba Rura Urba Rura Urba Rura Urba Rura Urba

l n l n l n l n l n l n l n

8 8 7 7 7 7 7 7 7 7 7 7 7 7

To have greater accuracy in results, all households using all types of hygiene

activity. This is because,

1) Rarely any household uses all types of Hygiene activities , which is the subject of

present study.

2) Household using all types of Hygiene activities are too much scattered and

dispersed geographically; their number is too small for conducting a research.

3) To maintain a balance between urban and rural consumers is difficult.

4) It is also difficult to collect information from rural consumers because most of the

rural consumers are illiterate.

5) To access unbranded products has been proved to be a hurdle in the study.

In addition to these, there are various limiting factors on the part of researcher i.e.

limited period of time and meager resources at the disposal of researcher. In consideration

of the above limited factors and in-depth study of the problem justifies the need of relaxing

thecondition of using.

Large size of sample provides greater representation of the wholeuniverse, but the

target sample of the present study consists of 500 households from the state of Uttar

Pradesh. It was quite difficult task to select 500 households. To ease this problem, 5

districts were selectedout of 21 districts. These 5 districts of Uttar Pradesh State have been

further subdivided into subdivisions, tehsils, sub-tehsils and blocks. This classification has

been done on the basis of data published (Source:Census Department of Uttar

Pradesh). Further, to select the places for collecting data - firstly total numbers of blocks

were identified in each district, and in the second step it was decided as to which village

and town in a block had to be selected for data collection. On the basis of above mentioned

steps, 500 respondents were selected from the total household population of urban and

rural areas in Uttar Pradesh. In order to make the study representative, sample was

obtained from different strata based on residential status, gender, marital status, age,

education, occupation and income. To make the study reliable and comparable, a balance

between rural and urban respondents was maintained because it has been observed that the

rural Uttar Pradesh shares average Indian rural characteristics in terms of size of rural
population, agrarian economy, small size of villages, low literacyrate and consequently

lower standard of living of people.

DATA PROCESSING

After collection of data from 500 household respondents, with the help of pre-tested

structured questionnaire, the data was processed in accordance with the outline laid down for

the purpose of study at the time of developing the research plan. Processing implies (i)

editing, (ii) coding, (iii) classification, and (iv) tabulation.

Editing

Editing is a process of examining the collected raw data (especially in surveys) to

detect and correct the error and omission, where possible editing is done to assure that the

data is accurate, consistent and as complete as possible.

Coding

Coding is a process of assigning numerals or other symbols to the answer of each

question. This is largely helpful in the tabulation of data because with the help of coding

responses can be put into a limited number of categories or classes.

Classification

Arrangement of collected data in groups or classes on the basis ofsimilar

characteristics is called classification.

Tabulation

The process of summarizing the data and displaying the same in compact form (in the

form of statistical table) is called tabulation. Coding of collected data makes the tabulation

process quite easier.

ANALYSIS AND INTERPRETATION OF DATA

Analysis is the computation of certain measures so that the relationship among various

variables can be established. On the basis of these relationships, conclusions of the research

are made. Analysis of data can be done by employing certain statistical tools according to the

requirement of the objectives of the study. After completing the analysis, it is necessary to

interpret the results drawn through the application of statistical tools. Interpretation refers to

the task of drawing inferences from the results of analysis. In fact, it is a search for broader

meaning of research findings. So, this is an extremely important step of research process.

Reliability Analysis

Reliability analysis includes calculation of Cronbach‟s Alpha that measures the

internal consistency and reliability of the instrument.In the current research, the Cronbach‟s

Alpha for all variables (i.e.26) for both (questions; number 3 and number 4) is 0.921 and

0.939 respectively. Similarly, for each of the factors the Cronbach‟s Alpha is higher than 0.7

which indicates the significance of the model.

Statistical Package for the Social Sciences (SPSS)

Statistical Package for the Social Sciences (SPSS), version- 16.0 has been used for

analyzing the data.

FINDINGS
Findings

 A close association between respondents’ age group, education and motivation

about the Hygeine measures, hygiene practices, and campaign knowledge has been

seen. Undoubtedly, TSC successfully created the awareness.

 Public participation in the campaigns had led to increase in the number of toilets in

two of the targeted villages based on their level of participation, knowledge and

practice of Hygeine and hygiene in both villages.

 In rural area, half of the population had no toilets. But, in some area, the

participation and exposure to Hygeine campaign was high among the respondents.

 Number of toilets constructed in the village shows as a measure for the

effectiveness of the campaign and also shows on the motivation levels for change

in hygiene behaviour.

 Campaign recall and its outcome was assessed and it was found that there was

mixed response to the campaign launched previously.

TSC interventions in two of the panchayats impacted Hygeine behavior especially

of women, who had forced families to construct toilet by claiming subsidy component and

also ensured that open defecation was prevented in the village. This has led to increase in

latrine coverage in two of the panchayats and its use could successfully overcome the

earlier practice of people owning latrines based on socio-economic status.

 The study depicted that Lux is the most preferred brand of bathing soap not only

among urban respondents but also among rural respondents and on the second place

Godrej No. 1 is popular in both urban and rural areas but its usage percentage is more
 in rural areas as compared to urban areas. Likewise, Lifebuoy and Hamam are more

popular in rural areas and Dove soap is more popular in urban areas. Preference for

Desi soap is shown only by rural respondents and Santoor is the least preferred

bathing soap in both rural and urban areas.

 It has been revealed that Local brand of washing soap has the highest usage

percentage in total as compared to other categories but it is relatively more popular in

rural areas. The reason can be its reasonable price of the Local branded soap which is

that makes it easily affordable among rural consumers for washing their clothes. On

the other hand, Rin has high preference among urban consumers for washing their

clothes as compared to Tide, Wheel, Surf Excel and 555 are preferred by consumers

but not as much as Rin either due totheir high price or low quality of product. Nirma

washing soap shares almost equal preference among rural and urban consumers.

Among Fena and Ghari Detergent Cake, Fena is more preferred among urban

consumers and Ghari Detergent Cake among rural consumers.

 It has been depicted that total 22.0% consumers do not prefer detergent for washing

their clothes and among them percentage of rural consumers is more than urban

consumers. Having low income can be one of the reasons for respondents for such

usage pattern. Surf Excel, Tide, Fena and Rin respectively are popular brands for

washing clothes. As a detergent, Surf Excel and Tide are more preferred brands in

comparison to washing soap. The reason can be the quality of product is more liked

as a detergent than as a washing soap. 12.0% of rural respondents are preferred Nirma

detergent powder over other brands. The reason can be its affordable price. Only
 1.2% of urban consumers use Vanish powder for clothes because its purpose is only

to remove stains from the clothes.

 It has been seen that Colgate is the most popular brand of toothpaste and it has the

highest usage percentage in both areas, in rural areas its usage percentage is 40.0%

and in urban areas its usage percentage is 52.0%. Closeup and Datun respectively are

next preferred brands. Closeup is more preferred in urban areas where as Datun is

more preferred in rural areas. Pepsodent and Babool are next preferred brands.

Meswak, DantKranti, Sensodent and Vicco are the least preferred brands. The reason

might be fewer promotions of these brands.

 It is observed that Oral-B, Colgate and Ajanta are popular and preferred brands of

toothbrush. Among these, percentage consumption of Oral-B and Colgate is high i.e.

45.6% and 30.3% respectively in urban areas where as Ajanta is more popular in rural

areas. On the other hand, only 9% Local brand and 7.2% Pepsodent tooth-brushes are

preferred by total respondents. Binaca, Ankur and Cibaca respectively are the least

preferred brands of tooth-brush.

 It has been observed that 53.6% people do not consume or use toothpowder and rest

46.4% use toothpowder for oral hygiene. Out of them, 25.6% people use

DaburLalDantmanjan, among them rural usage percentage is 18.8% and urban usage

percentage is 32.4%. Colgate, Meswak, DivyaDant and Vicco respectively are next

popular brands ofmanjan and Home-made manjan is the least popular or preferred in

rural and urban areas as compared to other brands.

 The study revealed that 24.0% respondents do not use shampoo in their daily life and

out of them percentage of rural respondents is high i.e. 44.4% as compared to urban
 respondents i.e. 3.6%. This shows that value of this product is low for rural

respondents, might be the reason is either they are not aware about the utility of this

product or their daily consumption expenditure can be increased while using it.

Sunsilk is the popular or most preferred brand among all other brands as its usage

percentage is high. Moreover, the popularity of this brand can be depended upon its

longevity because it is the oldest brand. Clinic Plus, Dove and Head& Shoulder are

next preferable brands. Clinic plus and Head & Shoulder, these two brands of

shampoo are preferred in rural and urban areas but Dove is maximum preferred by

urban respondents. The reason might be urban respondents liked quality of Dove

shampoo but it is believed expensive product according to rural respondents. Pantene,

Garnier, L‟oreal, Shikakai and Keshnikhar, respectively are next preferred brands of

shampoo. Pantene, Garnier and L‟oreal are more preferred by urban respondents as

compared to Shikakai and Keshnikhar, as these products are more popular in rural

areas because these are available at a reasonable price in the market, Matrix is the

least popular brand in shampoo as its usage percentage is low as compared to other

brands.

 It has been observed that Sarson oil enjoys more preference among respondents as its

overall usage percentage is high i.e. 29.8% in comparison to other categories. It is

used more by rural respondents i.e. 48.4% in comparison to urban respondents i.e.

11.2%. The reasons behind using Sarson oil might be its easily availablilty in the

market and multipurpose utility. DaburAmla oil, Bajaj Almond oil, Parachute

Coconut oil and Clinic Plus oil, respectively are next preferred brands of hair oil and

their usage percentage among urban respondents is more in comparison to rural

 respondents. Vedic Herbs BrahmiAmla, Canthradine, Matrix, Livon, Keo-Karpin, and

Kesh King are the least preferred hair oils in rural and urban areas.

 The study revealed that 69.8% of total respondents do not use hair gel as its only

utility is to style hair. Setwet, Garnierand Gatsby, respectively are preferred brands,

as their usage percentage is more in urban respondents in comparison to rural

respondents and Livon is the least preferred brand among hair gels.

 It has been revealed that 59.6% of rural respondents and 17.2% of urban respondents

neither use nor buy face-cream in their daily life; the reason might be it is not one of

the basic necessities. That‟s why people avoid buying face cream in order to control

their daily consumption expenditure. Garnier face cream is the most popular brand as

their urban usage percentage is high i.e. 25.6%; Ayur, Fair & Lovely, Boroplus,

Ponds and Lotus, respectively are next popular brands. Among them, Fair & Lovely

and Boroplus are preferred brands in rural areas; this might be due to their reasonable

market price. Borosoft and Revlon are the least liked brands in both rural and urban

areas; the reason might be less awareness among customers or high price.

 It has been depicted that 50.8% of rural respondents and 9.2% of urban respondents do

not use talcum powder in their daily life because purchasing talcum powder depends

upon various factors like nature of job, price of the product, awareness about product, etc.

As most of the rural respondents are involved in farming, that‟s why the need of talcum

powder might be less for them.

Objectives and Highlights of Findings

Objective: 1

To study the role and impact of Information, Education and Communication

campaigns in rural Hygiene initiatives

 The impact of campaign is high (100% )in Rural area village, where all

stakeholders were actively involved

 Women and Gram Panchayat representatives have not participated

actively in rural area (30.6%). Hence, the sensitization on issues of

Hygiene was very low among households.

Objective: 2

To know the impact of different campaigns on the absorption of suitable low cost,

effective and appropriate Hygiene technologies by the rural people

 Low cost sanitary models were demonstrated during the campaign in

Rural area, which resulted in effective implementation of the programme

 In Rural area, women, elected representatives and government

functionaries, along with the media, were strategically engaged in the

campaign. As a result, the village achieved 100 percent Hygiene coverage

and the panchayat got award from the State government for 100

percent coverage.
Objective: 3

To know how various communication tools have been employed for

implementation of rural Hygiene programmes

 In both villages, communication was effectively used in the campaign.

Hygiene, print material, audio cassettes, CDs, posters display, wall

writings/slogans/messages were successfully used to create awareness. In

Rural area, the emphasis was more on Hygiene programme and in the

distribution of print material was extensive. The study proved that the

Hygiene programme was very effective. As a result, people showed

interest and participated in the campaign.

 Door to door Campaign and street plays had the desired impact on

households, which motivated people to go in for implementation of

Hygiene.

Objective: 4

To assess linkages with the three-tier Panchayat Raj institutions through rural

Hygiene programmes

 In Rural area village, Panchayat Raj, elected representatives have been

involved actively in the Hygiene coverage, which showed remarkable and

improved coverage. But in Panchayat Raj, elected representatives’

participation was low and not satisfactory.


Objective: 5

To understand the rural Hygiene approaches and implementation modalities of

rural Hygiene programmes through the communication processes

 The research study proved that many households were motivated through

the campaign and got clarity on issues of Hygiene through the campaign.

 In the strategy of not involving the media had a bearing on the entire

campaign. Local media was not actively involved and due to this, the

programme awareness took a beating.

 The study established that the campaign frequency was not uniform in

two of the selected villages. In Rural area, where campaign was

conducted frequently, it impacted people and they have gone for

improved Hygiene overage.

Objective: 6

To analyze the extent of coverage given on core issues of Hygiene in media

 Content Analysis was done of two of the major district supplements

during the period of July – December 2008 (United Nations observed the

year 2008 as INTERNATIONAL YEAR OF HYGIENE). News was

measured in square centimeters. All news items were classified into five

categories (general, development, political, others and rural Hygiene).

 News minus advertisements was measured and quantum of coverage given

to Hygiene and issues pertaining to Hygiene was established.

 In Telugu newspapers, the Hygiene coverage was 0.35% & 0.53% in

respectively. Both papers together it was 0.44% only.

CONCLUSION
Conclusion

In the light of the above findings, the following suggestions are offered:

 Rural customers trust retailers in their villages. During the field visits, it is observed out

that though the retailers are aware of the fact that their customers listen to them, they are

not aware of this wonderful principle called, the „Trust Factor‟. The companies must

educate rural retailers about such modern marketing principles for a better performance.

 As price influences rural purchase of HYGIENE products, it is recommended to pursue

the low-price strategy in rural marketing. Attaining low price not only requires low-cost

manufacturing but also performing various marketing activities such as promotion and

distribution in a cost effective manner.

 It is also recommended to promote goods on price plank. For rural customers, value for

money results when the purchased HYGIENE products meet the intended benefits. As

the study revealed that the rural customers (along with price) also think about quality,

performance, reliability, brand and other critical aspects, it is recommended to promote

HYGIENEs in lines of rationality rather than just making low price appeals.

 Urban consumers are more inclined towards good quality and popularity to buy branded

product/s. It is recommended to the marketers to pursue on the above features for

satisfying to them.

 Rural consumers associate long lasting feature with bigger size and/or hardness of the

product. Hence, it is suggested to promote HYGIENE products in these lines. Quality is

important in the context of rural purchase and consumption of HYGIENE products as

 rural customers prefer popularity, hygienic packaging and easy availability for buying

HYGIENE products.

 For the improvement and development of rural marketing, a holistic approach aiming at

removing all weak links of the marketing chain is essential. Marketing research programs

should be oriented to developing an orderly and efficient marketing system.

 In village haats, consumer goods should be promoted through product demonstrations

and samples. HYGIENE products sold in rural markets should be focused on pricing

rather than brand building and positioning as done in urban markets.

 Region-wise specific consumer profiles and characteristics of target market are to be

studied for the development of the markets.

 There is a need to explore local markets such as haats, weekly bazaars shandies, stalls

and demonstrations, melas, etc., and to improve them slowly, in rural areas.

 There are two distinct segments in the Indian market, and require different

communication approaches. One set of rural consumers is less educated (even illiterate)

when compared to their urban counterparts. They cannot read, write and understand with

ease. They do not buy branded products. They have their own method of identification of

products and communication with retailers. For instance, they ask for ErraSabbu(for

Lifebuoy), PachaSabbu(for Nirma), NeeliSabbu(for Rin), etc. Rarely, they do purchase

branded packaged goods and values associated with them. On the contrary, there is

different segment of consumers, the younger 18-35 years age group, they are educated,

more mobile and have urban exposure. They are brand conscious. They ask for brands of

their choice. Their brand usage and recall rate is comparable to their counterparts in

urban areas. The implication to marketers is that they have to design a different
 communication for rural consumers and who have less receptive capabilities. The less

educated can understand information slowly. They can process linear, logical, simplistic

communication with a beginning, ending and a sequence of events. In case of message

rendering, there is a need to use vernacular language, which is dialect-specific. With low

literacy rates, print medium becomes ineffective and to an extent irrelevant in rural areas

since its reach is poor.

 Since 75 percent of rural income is generated through agricultural operation, which is

seasonal, the demand pattern is also seasonal. The demand for non-durable goods and

durable goods will be during the peak crop harvesting and marketing seasons. This is the

time at which the rural people have substantial cash inflow. So, marketers should be

focused upon more on this time.

 Price is the criteria for purchasing decision, as it should be in their budget limits. Rural

consumers are not guided by brands that have low functionality and high on image. The

rural buyer is still unwilling to pay for value additions. So, marketers should try to

consider this factor.

 Companies should take the trouble to understand the needs and peculiarities of rural

consumers for capturing the market area. In the coming years, more and more companies

are going to take the IT route to make the rural markets more accessible and this should

be possible through opening up the new business opportunities for the marketers.

 Most of the corporate marketers have failed to recognize that a rural consumer may be

buying a particular brand or even the product category, itself for the first time. With

hardly any key influencer within the village and few sources of information (since both

print and the electronic media still have limited reach), rural consumer feels inhibited and
 ill-quipped. Hence, there is a strong need to build reassurance and trust about product

quality, service support, and company credentials in the minds of rural consumers. This is

best done through the face-to-face, below the line, touch, feel, and talk modes.

 Retailers should take steps to minimize the amount of consumer dissatisfaction. They

should solicit customer suggestions for improvements in products and services. Speedy

and courteous redressal of customer complaints and grievances will create confidence of

consumers in retailing.

 Proper disclosure of the terms of credit and price information will go a long way in

building up confidence by the retailers with the consumers and then ultimately they lead

to good customer-retailer relationships.

 The malpractices of the rural retailers are the greatest constraints in the development of

rural markets. Rural retailers should try to improve their fair business practices. They

should insist that the products they purchase should be of standard quality and producers

offer guarantee to the customers.

 The entire size, design, image and layout should contribute to attain the retailing goals.

Layout of the shop, placement of the goods, the manner of display, the decor, the lighting

arrangements, etc., should be made to suit the rural requirements.

 The products offered by the rural retailers should fit into the living system of rural

people. For certain products, Point of Purchase (POP) display that retailers heavily rely

on pictorial presentation will prove very effective.

 Products can no longer be indifferent to the hardships faced either by the rural retailer or

by the consumer. They should strengthen the hands of retailers in extending services to
 the consumers. The producers should take contingence of the various aspects of rural

marketing and modify their strategies accordingly.

 Low price products will be more successful in rural areas because of low per capita

income of majority rural consumers. The package of the product should be strong and

able to withstand the rough handling. Durability of the product is of special interest to

rural consumer.

 The brand names of the products sold in rural markets should be easy to remember and

pronounce.

 Maintaining centralized depots for stocking the inventory at satellite villages which

reduces the retailing costs.

 There can be a cooperative effort on the part of manufacturers of consumer goods in rural

areas in the matter of their distribution in terms of channels of distribution and physical

distribution.

 A low unit price package is desirable in selling in the rural markets in order to bring

down the prices of goods.

 The Government should act more vigorously to lay down standard for producing mass

consumption articles and strengthen the enforcement machinery responsible for checking

various malpractices like adulteration, short weight, charging arbitrary prices, etc. Their

role should also lied in developing the infrastructure of a network of roads in the rural

areas, financing and technical assistance in setting up of retail outlets and distribution of

consumer goods.
 Setting up of Consumer Forums at each village level under Consumer Protection Act,

1986 is to be speeded up. It can also provide subsidies on consumer goods transportation

as a measure of reducing the rural marketing cost.

 The Government should encourage rural marketing by giving tax relief and providing

storage and warehousing facilities at concessional rates, keeping in view the higher costs

of distributions in rural areas.

 Business people, marketers and economist should pay attention to variables such as age,

gender, income as well as social factors, emotional factors and product promotion factors

in their effort to increase demand for their products. There is the need to create positive

shopping environment to attract rural and urban consumers to purchase their products.

Attractive decorations such as lighting, music and aromas enhance mood and emotion,

which may trigger affective tendencies leading to impulse buying behaviour.

 Sellers of products should aim at stimulating buying behaviour by creating promotional

activities with a focus on variety, fun and excitement. Promotional activities such as buy

1 get 1 free and discount tags may help to induce purchase behaviour of rural and urban

consumers.

 Marketing factors such as credit cards, ATM, 24- hour retailing services should also be

introduced by the marketers which may affect the buying behaviour of rural and urban

consumers.
RECOMMENDATIONS
RECOMMENDATIONS

 The present research study was limited to districts of Uttar Pradesh. The study can be

extended further by identifying other districts of Uttar Pradesh or other states of India.

 An in-depth study can be done by taking all categories of Hygiene activities because,

ready to air fresheners and paper products were not taken in the study.

 The comparison can be made for social advertisement and non advertisement of

hygiene activities.
QUESTIONNAIRE
 Questionnaire

Q.1. How clean would you consider yourself.

a. Highly agree ( ) b. Agree ( )

c. Disagree ( ) d. Highly disagree ( )

Q.2. How many times a day do you wash your hands?

a. Highly agree ( ) b. Agree ( )

c. Disagree ( ) d. Highly disagree ( )

Q.3 How many times a day brush your teeth?

a. Highly agree ( ) b. Agree ( )

c. Disagree ( ) d. Highly disagree ( )

Q.4 How many times a day you have a bath?

a. Highly agree ( ) b. Agree ( )

c. Disagree ( ) d. Highly disagree ( )

Q.5 Do you wash your hand after using toilet?

a. Highly agree ( ) b. Agree ( )

 c. Disagree ( ) d. Highly disagree ( )

Q.6 How often to you change your cloths?

a. Highly agree ( ) b. Agree ( )

c. Disagree ( ) d. Highly disagree ( )

Q.7 Undergarments should be kept clean or not regular basis?

a. Highly agree ( ) b. Agree ( )

c. Disagree ( ) d. Highly disagree ( )

Q.8 Does social advertising have an impact on yourself towards hygine or not?

a. Highly agree ( ) b. Agree ( )

c. Disagree ( ) d. Highly disagree ( )

Q.9 Are you aware of government polices towards healthy & clean environment?

a. Highly agree ( ) b. Agree ( )

c. Disagree ( ) d. Highly disagree ( )

Q.10 dow social adverting helps you to adapt good hygiene habits?

a. Highly agree ( ) b. Agree ( )

c. Disagree ( ) d. Highly disagree ( )
REFERENCES
 REFERENCES

BOOKS

Aaker, David, “MANAGING BRAND EQUITY: CAPITALIZING ON THE VALUE

OF A BRAND NAME”, New York: The Free Press, 1991, pp. 90.

Aakar, D.A. and Day, G.S., “MARKETING RESEARCH”, John Wiley and Sons Inc.,

9thEdition, 2007.

AMA, “MARKETING DEFINITIONS: A GLOSSARY OF MARKETING TERMS”,

American Marketing Association,Chicago, 1960.

Amarchand D. and Vardharajan B., “AN INTRODUCTION OF MARKETING”,

VikasPublication House Pvt. Ltd., 5thEdition, 1983, pp.69.

Arnold, David, “THE HANDBOOK OF BRAND MANAGEMENT”, Century Business,

The Economist Books, 1992, pp. 2.

JOURNALS

Agarwal, Sunil Kumar, “A Study of Consumer Behaviour of FMCG Products in Madhya

Pradesh”, International Journal of Business and Management Research, Vol. 4, Issue

1, Jan. 2014.
Deliya, Mitul, “Consumer Behaviour towards the New Packaging of FMCG Products”,

Journal of Research in Commerce and Management, Vol.1, No. 11, 2012, ISSN:

2277-1166, pp. 119-211.

Srivastava, Preeti and Kumar, Raman, “A Study of Consumer Behaviour that Influences

Purchase Decision of FMCG Products in Rural Markets of Uttar Pradesh”,

International Journal of Retailing and Rural Business Perspectives, Vol. 2, No. 3,

2013.

Sulekha and Kiran, “An Investigation of Consumer Buying Behaviour for FMCG: An

Empirical Study of Rural Haryana”, Global Journal of Management and Business

Research Marketing, Vol. 13, Issue 3, 2013.

Yuvarani, R., “A Study on Rural Consumer Behaviour towards Selected Hygiene actiivities

in Salem District”, International Journal of Research, Vol. 2, Issue 2, Feb. 2013,

ISSN No. 2277-8179.