A STUDY ON RURAL CONSUMER BEHAVIOUR TOWARDS SELECTED FAST MOVING CONSUMER GOODS IN SALEM DISTRICT

Transcription

1 A STUDY ON RURAL CONSUMER BEHAVIOUR TOWARDS SELECTED FAST MOVING CONSUMER GOODS IN SALEM DISTRICT INTERVIEW SHEDULE PART I - PERSONAL DATA Please put your answer by a tick ( ) mark: 1.1. Gender (a) Male (b) Female 1.2. Age (a) Below 25 years (b) years (c) years (d) years (e) 55 years & above 1.3. Education (a) School level (b) Graduate or Diploma level (c) PG level (d) Professionals (e) others 1.4. Marital status (a) Single (b) Married 1.5. Occupation (a) Agriculture (b) Self-employed (c) Businessman (d) Housewife (e) Govt. employee (f) Private employee (g) Student (h) Others 1.6. Family monthly income (a) Less than Rs.5,000 (b) Rs.5,001 10,000 (c) Rs.10,001 15,000 (d) Rs.15, ,000 (e) Above Rs.20, 000 i

2 1.7. Size of the family (a) 2 members only (b) 3-4 members (c) 5 and above 1.8. Nature of family (a) Joint (b) Nuclear PART II - PRODUCT INFORMATION 2.1. Are you fully aware of the significance of FMCGs products? Yes No 2.2. Please give the brand names of FMCGs products you buy Shampoo Clinic plus Sunsilk Pantene Head and Shoulder Vatika Meera Chik Any other Bathing Soap Hamam Cinthol Medimix Lifebuoy Margo Lux Mysore Sandal Any other Toothpaste Colgate Pepsodent Close-up Neem Promise Vicco Anchor Any other Biscuits Parle Britannia Sunfeast Any other Mosquito Repellent Good night Allout Mortein Eveready poweron Jumbo coil Tortoise Any other ii

3 2.3. How long have you been using the above mentioned brands of each type of FMCGs products? ( Please tick mark in the relevant box) No. of Years Shampoo Bathing Soap Tooth Paste Biscuits Mosquito coil/liquid < 3 years 3-6 years 6-9 years > 9 years 2.4 Through what means or media have you come to know about FMCGs Products? (Tick the most preferable one) TV Radio Newspaper Magazines Friends Neighbors Associations Colleagues Trade 2.5. I would prefer the most to buy FMCG products from (tick anyone) Shop in rural area Departmental stores Shop in town From anywhere it is available 2.6. If you buy only from a particular shop, state the reason (If there are more than one reason please rank them) Nearness of the shop Availability of various brands Availability of credit facilities Standard price and quality Courteous treatment Relative or friend s shop Sufficient stock Sales service on time iii

4 2.7. I would prefer to buy FMCG products only on /with promotion offer like (If there are more than one reason please rank them) Discount offer Price cut Rebate Free gift Special offer Without promotional offer 2.8. I feel the price of FMCG products are (a) Very high (d) Not high (b) Some what high (c) High (e) Not very high 2.9. Would you prefer to buy the FMCG products (a) With the highest quality (b) With higher quality (b) With reasonable quality (d) With low quality Please tick ( ) the suitable scale regarding the attributes and benefits of the brand of your usage. (SA Strongly Agree, A Agree, N Neutral, DA Disagree, SDA Strongly Disagree) Shampoo S.NO Attributes and Benefits SA A N DA SDA i) Prevents dandruff ii) iii) iv) Softens the hair Keeps the hair roots healthy Prevents grey hair v) Removes the stickiness of the hair iv

5 Bathing Soap S.NO Attributes and Benefits SA A N DA SDA i) Helps to acquire smoothness of the skin ii) Gives Fragrance iii) Kills germs iv) Provides glowing and clean skin v) Stops the bad odour vi) Gives refreshing feel vii) Prevents diseases and unhealthy conditions Tooth Paste S.NO Attributes and Benefits SA A N DA SDA i) Whitens teeth ii) Increases the beauty of teeth iii) Gives taste and foaminess iv) Kills germs v) Strengthens tooth vi) Removes the food particles between teeth vii) Fights tooth decay viii) Gives fresh breath ix) Prevents tooth ache Biscuits S.NO Attributes and Benefits SA A N DA SDA i) It reduces hungry. ii) It is very healthy. iii) It is very tasty iv) It provides refreshment. v) It gives energy. Mosquito Repellent S.NO Attributes and Benefits SA A N DA SDA i) It safeguards from mosquitoes. ii) It gives good fragrance. iii) It is a slow poison. iv) It affects the health. v) It kills other insects also. v

6 PART III RURAL CONSUMER BEHAVIOUR BEFORE PURCHASE 3. NEED RECOGNITION 3.1. In your family who initiated the need for FMCG products? Father Mother Husband Wife Children 3.2 The following situations lead to need recognition Statements SA A N DA SDA i) Change in environmental circumstances ii) Changing financial position iii) Emerging beauty consciousness iv) Interest on FMCGs products v) To protect health vi) To be fashionable vii) To live healthy and hygienic life viii) To withstand pollution ix) To change along with changes in civilization x) Sales and promotional activities of firms xi) Low-unit price of FMCGs products xii) Impressed by advertisements xiii) To attain prestige and social status xiv) Impress others xv) Inherent features and attributes of FMCGs products 4. INFORMATION SEARCH 4.1. In your family who provides the product information to make the purchase decision? Father Mother Husband Wife Children 4.2. For making purchase decision it is important to get (a) As much information as possible about the product (b) Just enough to make the choice (c) I decide just like that vi

7 4.3. Do you visit more than one shop for collecting information? Yes No 4.4. How important are the following factors in collecting information relating to purchase of FMCG products? (VI- very important, I Important, N Neutral, NI Not important, NAI Not at all important.) S.No. Sources of information i) Personal Sources a. Family b. Relatives c. Friends d. Doctor e. Past experience f. Word-of-mouth g. Colleagues ii) Commercial Sources a. Sales persons or representatives b. Traders c. Promotional offers iii) Public Sources a. Radio b. TV c. Magazine VI I N NI NAI d. Newspapers vii

8 5. EVALUATION OF ALTERNATIVES 5.1 Please tick ( ) the suitable scale while making purchase decision of FMCG products S.No. Factors SA A N DA SDA The quality of the product is i) important to me before the decision of purchase ii) Price is an important criterion iii) Quantity must be reasonably good iv) Availability is very important v) Attractive packaging is necessary vi) The ingredients are important to buy the selected brands vii) For their medicinal value viii) Herbal nature of the product is an important criterion ix) Size and weight of products are important 6. Brand Awareness 6.1. Please tick ( ) the suitable scale regarding the benefits of the brand you use S.No. Statement SA A N DA SDA i) ii) iii) iv) v) vi) The Brand of FMCG product stays fixed in mind Able to distinguish one brand from the other by its performance Able to discriminate between brands, as I have prior knowledge about them Awareness of the other brands produced by the same manufacturer Good exposure to the brand plays an important role for remembrance. Brand recognition of the FMCGs products is due to its performance. viii

9 7.Brand Knowledge 7.1. Please tick ( ) the suitable scale regarding the knowledge you have about the brands S.No. Statement SA A N DA SDA i) Sure decision about the brand before buying ii) Helps to recall the attributes of the product iii) Brand knowledge helps to identify the ingredients of the product iv) Stimulates the use of the same brand v) Enables one to understand the image of the brand vi) Able to distinguish between original brand and spurious brand PART-IV RURAL CONSUMER BEHAVIOUR AT THE TIME OF PURCHASE 8.1. Who would normally buy the FMCGs products? Father Husband Mother Wife Husband & Wife Grand parents Sons/Daughters others 8.2. Who would finally take the buying decision of FMCG products? Father Husband Mother Wife Husband & Wife Grand parents Sons/Daughters others 8.3. Have you decided the brand of FMCG products to be purchased before Visiting the shop? Yes No 8.4. I would rather prefer to buy Local brand Regional brand National brand International brand ix

10 8.5. Would you prefer to have many varieties to choose from? Yes No 8.6. Do the sellers offer varieties to choose from? Yes No 8.7. Do you examine the products at the shop before buying? Yes No 8.8 How much importance do you attach to the store choice and in-store atmosphere? (VI- very important, I Important, N Neutral, NI Not important, NAI Not at all important.) S.No Factors VI I N NI NAI i) Nearness of the store ii) Convenience of the store iii) Better Service iv) Availability of various brands v) Relative or friends shop vi) Standard price and quality vii) Sufficient stock viii) Eye-catching display x

11 PART-V POST-PURCHASE BEHAVIOUR OF RURAL CONSUMERS 9.1. Please tick ( ) suitable scale regarding the Post-Purchase Behaviour. S.no Reaction of consumers SA A N DA SDA i) Make repeated purchase if the product is satisfactory ii) Lodge complaints to the seller if the product fails to satisfy iii) Speak well about the product and brand if it fulfills expectations about the brand iv) If satisfied, will have discussions with friends to popularize the brand name v) Want others to realize the name of the brand vi) Advertisement increases the brand image of FMCGs products. vii) Advertisement results in price hike xiii) Advertisement gives product information ix) Switch over to other brands if it fails to satisfy x) Speak ill of the product and brand if it fails to fulfill expectations about the brand xi) Advertised products are more reliable and dependable than unadvertised ones xii) Product attributes are overstated in most of the advertisements xiii) Fully aware of the laws like Consumer Protection Act, MRTP Act and Essential Commodities Act xi

12 S.no Reaction of consumers SA A N DA SDA xiv) xv) xvi) xvii) xviii) xix) Most retailers of FMCGs products make sincere effort to adjust to consumer complaints fairly The procedure followed by retailers and manufacturers in handling complaints are satisfactory Organized consumer movements are an important factor in changing business practices Manufacturers and retailers are more sensitive to consumer complaints now than in the past Special care is taken by the manufacturers and retailers to satisfy the consumers Advertisements of the FMCGs products help in remembering the brand ever Brand loyalty 9.2. Please tick ( ) the suitable scale regarding the brand loyalty S.no Statement SA A N SA SDA i) The brand chosen has a good reputation ii) iii) iv) v) vi) vii) viii) The way in which the brand is marketed is very impressive Stick to the same brand Adjust with the shortcomings of the brand Do not tolerate the non-availability of the brand Enjoy using this brand Appreciate those who use the same brand Share views of the brand with others xii

13 10. Attitude towards unfair trade practices in rural areas Please tick mark the suitable scale regarding the unfair trade practices in rural areas S.no Attitude SA A N DA SDA i) ii) Adulteration is quite common in rural markets Misuse of brand is done by the retailers iii) Hoarding and Black marketing iv) Shortage in weights and measurement v) Deceptive advertisement vi) Defective and Deceptive packaging Selling of spurious brand is a vii) common practice among rural retailers xiii

14 ANNEXURE II LOCATION OF THE STUDY AREA SALEM DISTRICT Source: Salem District Website i