BEHAVIOR INFLUENCE ON DETERGENT POWDER IN RURAL MARKET BY DIFFERENT AGE GROUP

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1 BEHAVIOR INFLUENCE ON DETERGENT POWDER IN RURAL MARKET BY DIFFERENT AGE GROUP Dr. B.Chandra Mohan Patnaik Associate professor, School of management, KIIT university, Bhuvneshwar, Odisha Deepak Kumar Singh Ph.D Research Scholar, School of management, KIIT University Bhuvneshwar, Odisha Mr. Prakash Kumar Pradhan Ph.D Research Scholar, School of management, KIIT University Bhuvneshwar, Odisha. ABSTRACT India is the most populous country in the world. India is the country of villages. Nearly 75 percent Indians resides in villages. Rural India represents the whole nation in tradition, conventions, rituals and beliefs of the people in all. This is the main reason driving force for rural marketing. The markets are now concentrating heavily on high potential rural markets. As the urban markets are reaching to the saturation point in terms of market growth, the markets are reaching the rural markets to sustain in the highly competitive market. Heavy demand for goods and services in the rural areas is the main reason for the growth in rural markets. Different marketing strategies have been adopted by the firms to capitalize the demand. Rural India consumes more products than the urban India. Different income group consumers of different age group purchases various brands as per their preferences. Overall the marketer should understand the customer before taking up the road to the rural market. The purpose of this paper is to investigate the influence of rural consumer based on different age group. Key words: Rural Marketing, Brand Preference, Age group & Brand loyalty. Introduction Now a days rural marketing is gaining significant importance. Rural marketing rapidly gaining momentum because its high market potential. Most of the FMCG and consumer durable firms are focusing heavily on rural marketing. These firms have realized that the rural markets are more attractive in terms of the revenue and profitability. In recent times the economic levels of rural consumers have gone up substantially. The consumption pattern and life style have also changed drastically. Hence, the buying behavior of rural consumers has become a hotcake because rural consumers in recent days are consuming everything from detergent powder to sophisticated electronic gadgets. This is the main reason behind the analysis of rural consumers buying behavior. The Indian market demographic report- 1988(NCAER) had estimated that rural India s market is growing significantly. The number of households has increased 111 million. Govt. policies, corporate strategies, better communication infrastructure facilities are the factors responsible for the development of rural marketing. Brand name plays an important role in determining the success/ failure of the product. Hence an attempt has been made to study the brand preference of detergent powder consumers. Objectives of the Study The following are the main objective of the study. To study how rural consumers get information regarding various brands. To study consumption pattern of detergent powder in rural consumers. To analyze the factors influencing the brand choice. To ascertain the factors affecting the purchasing To study the brand loyalty of detergent powder consumers. Limitations of the study The survey is restricted to selected villages of Odisha only. The sample is limited; it may not represent the behavior of all the consumers of rural India. The survey is conducted during the month of August 2 to October 2. Research Universe and Methodology With reference to the selection of the research universe the state of Odisha has been selected with specifications to the compulsions of the geographical territory, linguistic boundary, and administrative settlement commonness. Odisha is an Eastern Indian state, the state boundaries are on the Bay of Bengal Sea. South- Andhra Pradesh, West Chhatisgarh and Jharkhand, North- West Bengal having a total area of 1,55,77 Square Kilometers with total population of 36,76,92 ( as per Indian census survey-21), population density

2 236 per Square Kilometers, Sex Ratio 972 literacy rate of 63.61%. The state is comprising of districts (Administrative Divisions) and 58 Sub-Divisions. Sampling Plan The primary data was collected through questionnaires served to 25 rural consumers from varied age group. Out of 25 customers only 24 people responded, which is 81.6%. The sample consist of 86 between age group of 2-, 92 were in the age group of 35- and the balance were above 5. The sample consists of people such as housewives, students, traders and senior people of the village under the study. The study is undertaken with reference to villages of Odisha. To analyze the data and derive results from it percentage method is used. This method is easy to use and taken as suitable method to compare, keeping in view the objective of the study. Area under study Kantabada- Khurda District Badakumari - Khurda District Kusumati Khurda District Bhubana - Dhenkanal District Langalakanti - Keonjhar District simiria - Kendrapara District Bendalia Ganjam District Singla - Balasore District Total Table-1: Rural areas under study Questionnaire Response served Percentage of response to total response Findings of the study Findings of the survey are as under. The tables are formed on the basis of questions contained in questionnaire. The survey is divided in to five parts for the analysis as per the demand of the study and convenience. The survey on rural marketing has been focused on the rural consumers, their buying habits, choices and preferences of the products, effectiveness of media. It is observed in the field survey that buying habits differed from consumer to consumer depending upon the age group of the consumer. How did they come to know about the different detergent powder products? Majority of the respondents said the advertisement given in TV, Radio, news papers and other sources gave the information about the various brands of detergent powder. The response are given in Table-2 Table-2: Source of information for brand selection by different age group Source age group % age group % age group 5 % 2-(F) 35- (F) (F) TV Radio News Paper Friends Relatives Others Total(N)

3 5 Chart -1: Source of information for brand selection by different age group 4 2 Age group 2- Age group 35- Age group 5 and above Interpretation: Out of the respondents of age group of 2-, having 48.83% got information from TV % of the age group of 35- also got information from TV and the same is the case of age group of 5 it is 42.31%. The source of radio comes second in the entire group. News paper, friends, relatives and others come next. It was observed that TV advertising had a greater impact on minds of the consumers in rural area irrespective of age group. How frequently is been purchased? Period 2- age group Table -3: Frequency of Purchase % 35- age group % 5 age group Once in a week Once in Once in Once in Once in Total (N) Chart -2: Frequency of Purchase % Age group 2- Age group 35- Age group 5 Once in a week Once in 2 Once in 3 Once in 4 Once in 5 Interpretation: Detergent powder is the product, which is purchased frequently by the consumer. In the study for age group of 2- and 35- the response is same. They prefer to purchase once in two. However the response is different for the consumers of above 5 groups. Most of this group prefers to postpone the purchase

4 frequency. In case of 2- age group 23.26% purchase once a week,.23% purchases once in two, 15.12% purchases once 3, 12.79% prefer to purchase once in 4 and similarly 18.6% prefer to purchase once in 5. For the age group of 35-, 28.26% purchases once in a week,.44% purchases once in two, 2.65% purchases once in 3, 16.% purchases once in 4 and rest purchases once in 5. For age group 5, 23.7% purchase once in a week, 19.23% purchase once in two week again 19.23% prefer to purchase once in 3, 11.53% purchases once in 4 and 26.94% prefers to purchase once in 5 which is reverse in the context of other age groups. What are the factors influencing brand preference of detergent powder? Rural consumers prefer goods having freshness, attractive packaging and bright colours. Having uncertain and lower earnings, majority of rural consumers give more consideration to small packs of detergent powder and lower price. This is shown in Table-4 Table-4: Brand preference on the basis of attributes Preference age group2- % age group % age group 5 % 35- Quality Quantity Attractive pack and lower price Brand Image Total (N) Chart -3: Brand preference on the basis of attributes Age group 2- Age group 35- Age group 5 Quality Quantity Attractive pack and lower Brand price Image In the rural area in all the age group of consumers it is found that attractive small pack and lower price is given more importance. Quality seems to be secondary for the age group of 2- accordingly the brand image comes third and quantity comes last. In case of age group of 35- the quantity comes second preference and quality comes in to third place and brand image comes last. For the age group 5 quality comes second and quantity comes third and brand image come least. How the brand plays an important role? Brand preference is an important aspect of the purchase decision. At this stage, the buyer has complete idea of all brands and he/she has to select one among them. Main criteria for the choice of the detergent powder are quality, price, packing etc. Table-5 shows the classification of sample detergent powder according to their brand. Table-5: Brand Preference of Products Brand name age group2- % age group % age group 5 % 35- Rin Tide

5 Surf Excel Nirma Sunlight Wheel Ariel Vanish Henko Total (N) Table -5 shows that for the age group 2- the Nirma is the first choice and for the age group 35-,Rin is the first choice and similarly for the age group 5 Surf Excel is the first choice. Vanish is the last choice for the age group of 2- with 5.81%, Henko is the last choice for the age group of 35- and similarly Sunlight is the last choice for the age group of 5. 2 Chart -4: Brand Preference of Products 15 5 Age group 2- Age group 35- Age group 5 What are the factors affecting the purchase decision? The respondents were asked about which factor, influenced on their purchasing decision. Most of the respondents stated that affordable price having the influence on their purchasing decision. This is been shown in Table-6 Factors Table -6: Factors affecting purchase decision. age % of age group group35-2- % age group 5 and above Affordable Price Availability of the product Brand loyalty Total (N) Source: Compiled from field study %

6 5 4 2 Chart -5: Factors affecting purchase decision Age group 2- Age group 35- Age group 5 and above Affordable Price Availability of the product Brand loyalty Availability of the product and brand loyalty comes second and third preference in all the age group. In case of 2- age group brand loyalty is 19.77%, availability of the product is.23% and 5% believes in affordable price. For the age group of 35- affordable price comes 47.83%, 41.% thinks availability of the product and rest believe in brand loyalty. Similarly 46.15% of the age group of 5 believes in same line as of other two age groups. Conclusion It was observed that TV advertising had a deep impact on the mindset of the consumers in rural area in the all the age group of the people in the village under survey. Frequency of purchase in case of age group of 2- and 35- is once in two week however in case of age group of 5 it is once in five week this may due to the more concern for their own dress material. As far as brand preference is concerned attractive packing, small size and low price plays an important role in all the age group and other factors becomes secondary in the rural market. In case of age group of 2- prefer Nirma as their first choice, however in case of age group of 35- prefers Rin as their first choice and similarly age group of 5 want to go with Surf Excel. In all the cases affordable price is prime factor for purchasing decision. Availability of commodity and brand comes next. References: Philip Kotler, (23), Marketing Management, Prentice Hall of India Pvt. Ltd, New Delhi. Lokhande, M.A (24), Rural Marketing- A Study of Market Behavior, Indian Journal Marketing, March 14, Vol. XXXV (3) Rama Bijapurkar. (2). The Marketing in India. The Economic Times, Oct,P6 Pradeep Kasyap.(23), Revolution in waiting Praxis, Managing Rural Markets, A Businessline Publication,July,P6 S. Dwarkanath, (2), Rural Marketing Study of consumer behavior with reference to tooth pastes, Journal of IPM Meerut P Rama Bijapurkar,(2), Prospectus for consumer goods sector, The Economic Times, Oct16,p.6 Saxena Ranjan, Marketing Management, Tata Mc Graw-Hill Publishing Co.Ltd, New Delhi Dr. B. Nagaraja (November 24), Consumer Behaviour in Rural areas, Indian Journal of Marketing, PP.-31. Dr. W.K.Sarwade, Emerging Dimensions of Buyers Behaviours in Rural Area, Indian Journal of Marketing, P13,( Feb.22)