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 2010 to October 2010.

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 1,55,707
Square Kilometers with total population of 36,706,920 ( as per Indian census survey-2001) , population density
236 per Square Kilometers, Sex Ratio 972 literacy rate of 63.61%. The state is comprising of 30 districts
(Administrative Divisions) and 58 Sub-Divisions.

Sampling Plan
The primary data was collected through questionnaires served to 250 rural consumers from varied age
group. Out of 250 customers only 204 people responded, which is 81.6%. The sample consist of 86 between age
group of 20-34, 92 were in the age group of 35-49 and the balance were above 50. 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.

Table-1: Rural areas under study

Area under study Questionnaire Response Percentage of response to
served total response
Kantabada- Khurda District 30 24 11.76
Badakumari - Khurda District 30 19 9.31
Kusumati– Khurda District 30 23 11.27
Bhubana - Dhenkanal District 30 25 12.25
Langalakanti - Keonjhar District 30 26 12.75
simiria - Kendrapara District 30 26 12.75
Bendalia – Ganjam District 30 28 13.73
Singla - Balasore District 40 33 16.18
Total 250 204 100

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 50 %
20-34(F) 35-49 (F) and above (F)
TV 42 48.83 39 42.39 11 42.31
Radio 12 13.95 15 16.30 5 19.23
News Paper 10 11.63 12 13.04 3 11.54
Friends 11 12.80 9 9.78 1 3.85
Relatives 7 8.14 10 10.87 2 7.69
Others 4 4.65 7 7.62 4 15.38
Total(N) 86 100 92 100 26 100
Source: Compiled from field survey
 50 Chart -1: Source of information for brand
40 selection by different age group
30 Age group 20-34

20 Age group 35-49

10
Age group 50 and
0 above

Interpretation:
Out of the respondents of age group of 20-34, having 48.83% got information from TV. 42.39% of the age
group of 35-49 also got information from TV and the same is the case of age group of 50 and above 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?

Table -3: Frequency of Purchase

Period 20-34 % 35-49 age % 50 and above %
age group age group
group
Once in a week 20 23.26 26 28.26 6 23.07
Once in 2 weeks 26 30.23 28 30.44 5 19.23
Once in 3 weeks 13 15.12 19 20.65 5 19.23
Once in 4 weeks 11 12.79 15 16.30 3 11.53
Once in 5 weeks 16 18.60 4 4.35 7 26.94
Total (N) 86 100 92 100 26 100
Source: Compiled from field survey

Chart -2: Frequency of Purchase

30

25

20 Age group 20-

34
15
Age group 35-
10 49
Age group 50
5 and above
0
Once in a Once in 2 Once in 3 Once in 4 Once in 5
week weeks weeks weeks weeks

Interpretation:
Detergent powder is the product, which is purchased frequently by the consumer. In the study for age
group of 20-34 and 35-49 the response is same. They prefer to purchase once in two weeks. However the
response is different for the consumers of above 50 groups. Most of this group prefers to postpone the purchase
frequency. In case of 20- 34 age group 23.26% purchase once a week, 30.23% purchases once in two weeks,
15.12% purchases once 3 weeks, 12.79% prefer to purchase once in 4 weeks and similarly 18.60% prefer to
purchase once in 5 weeks.
For the age group of 35-49, 28.26% purchases once in a week, 30.44% purchases once in two weeks, 20.65%
purchases once in 3 weeks, 16.30% purchases once in 4 weeks and rest purchases once in 5 weeks.
For age group 50 and above, 23.07% purchase once in a week, 19.23% purchase once in two week
again 19.23% prefer to purchase once in 3 weeks, 11.53% purchases once in 4 weeks and 26.94% prefers to
purchase once in 5 weeks 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 group20- % age group % age group 50 %
34 35-49 and above
Quality 18 20.93 15 16.30 7 26.92
Quantity 14 16.28 23 25.00 4 15.38
Attractive pack and 38 44.19 43 46.74 11 42.30
lower price
Brand Image 16 18.60 11 11.96 4 15.40
Total (N) 86 100 92 100 26 100
Source: Compiled from field survey

Chart -3: Brand preference on the basis of

50
attributes Age group 20-
40
34
30 Age group 35-
49
20
Age group 50
10 and above

0
Quality Quantity
Attractive pack and lowerBrand
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 20-34 accordingly the brand
image comes third and quantity comes last. In case of age group of 35-49 the quantity comes second preference
and quality comes in to third place and brand image comes last. For the age group 50 and above 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 group20- % age group % age group 50 %
34 35-49 and above
Rin 10 11.62 18 19.57 3 11.54
Tide 11 12.79 14 15.22 3 11.54
 Surf Excel 13 15.12 16 17.39 7 26.92
Nirma 18 20.93 10 10.87 2 7.69
Sunlight 7 8.14 8 8.70 1 3.85
Wheel 6 6.98 11 11.96 2 7.69
Ariel 9 10.47 6 6.52 3 11.54
Vanish 5 5.81 6 6.52 2 7.69
Henko 7 8.14 3 3.25 3 11.54
Total (N) 86 100 92 100 26 100
Source: Compiled from field survey

Table -5 shows that for the age group 20-34 the Nirma is the first choice and for the age group 35-49
,Rin is the first choice and similarly for the age group 50 and above Surf Excel is the first choice. Vanish is the
last choice for the age group of 20-34 with 5.81%, Henko is the last choice for the age group of 35-49 and
similarly Sunlight is the last choice for the age group of 50 and above.

Chart -4: Brand Preference of Products

20

15
Age group 20-
34
10
Age group 35-
49
5 Age group 50
and above
0

 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

Table -6: Factors affecting purchase decision.

Factors age % of age % age group %
group group35- 50 and
20-34 49 above
Affordable Price 43 50 44 47.83 12 46.15
Availability of the product 26 30.23 38 41.30 9 34.62
Brand loyalty 17 19.77 10 10.87 5 19.23
Total (N) 86 100 92 100 26 100
Source: Compiled from field study
 Chart -5: Factors affecting purchase
50 decision
40 Affordable Price

30 Availability of
20 the product
Brand loyalty
10
0
Age group 20-34 Age group 35-49 Age group 50 and
above

Availability of the product and brand loyalty comes second and third preference in all the age group. In
case of 20-34 age group brand loyalty is 19.77%, availability of the product is 30.23% and 50% believes in
affordable price. For the age group of 35-49 affordable price comes 47.83%, 41.30% thinks availability of the
product and rest believe in brand loyalty. Similarly 46.15% of the age group of 50 and above 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 20-34 and 35-49 is once in two week however in case of
age group of 50 and above 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 20-34 prefer Nirma as their first choice, however in case of age group of 35-49
prefers Rin as their first choice and similarly age group of 50 and above 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.

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