STUDYING THE KNOWLEDGE, ATTITUDE AND PRACTICES OF RURAL

WOMEN TOWARDS PERSONAL CARE PRODUCTS

By

Arpita Mohanty
(PGDM08050)

A Management Traineeship Segment report submitted in partial fulfillment of requirement

for the Post Graduate Diploma in Management

MTS Advisors
Prof Pabitra Kumar Rath (HDFSOM)
Prof Jeevan Arakal (Gram Tarang)

Previous degree : Bachelor in Business Administration, AMIT, Utkal University

Organisational Attachment : GRAM TARANG , Paralakhemundi

HDF School of Management

Cuttack, Odisha, India
June, 2009
 ACKNOWLEDGEMENT

I am grateful to the Confederation of Centurion School of Rural Enterprise Management,

Paralakhemundi for the support they have provided , which helped me in undertaking this
study in my Management Traineeship Segment. Specifically we would like to thank Prof
D.N Rao, the Management Trustee and Prof Jeevan Arakal who guided me from the
project formulation stage till the end. It is my pleasure to thank Mr. Deepak Taunk and
Mr. Nitish for providing their constructive suggestions and help to conduct this survey
and prepare a report. This is one of the way where I can also express my thanks to the
entire team of CSREM and Gram Tarang for spending their valuable time for me, making
me feel so familiar with this organization and creating a comfort zone for me with new
experience and new learning. Here I have got the opportunity to fulfill my passion that I
got chance to work both for people, planet and profit. I am grateful to all of them.

Arpita Mohanty
 EXECUTIVE SUMMERY

This summer project was immense learning experience for me and at the same time it gave
me enough scope to implement my theoretical knowledge in practical field. The purpose of
my project is to understand the knowledge, attitude and practices of the rural women with
respect to the personal care products. This project includes about Indian Rural Industries.
Indian Rural Industries playing a major role for the development of the rural people. Various
MNC’s are also now entering into the rural business because to explore the rural market and
for the optimum utilization of the . Now there is a great scope in the rural market. Gram
Tarang is one of them which is exploring the rural market to run its business. In this report
only the survey on Ganjam, Gajapati and Srikakkulam districts are there. I have studied the
Knowledge, Attitude and Practices of the rural Women with respect to daily use products.
The methodology I followed is FGDs and interviewing through questionnaire. This is a
primary data collection with qualitative method. The survey is done on the three districts to
know the knowledge, attitude and practice of different products like Soap, Detergent Powder,
Face Cream, Nail Polish, Shampoo, Agarbatti, Sanitary Napkin, Pain Balm, Dishwasher,
Talcom Powder and Hair oil. The findings are very vast though it is a vast study. This survey
helped the organization to gather the information about the availability, affordability,
acceptability and awareness of rural people which will help to develop a business plan from
product development to make it reach to the customer. The study also enhanced the scope to
have further study to minimize the gap in the market what Gram Tarang have a s a new
company.
 TABLE OF CONTENTS
CHAPTER TITLE PAGE
Title page i
Acknowledgement Ii
Executive Summary Iii
Table of contents iv
List of tables vi
CHAPTER I INTRODUCTION
1.1 Background 1
1.2 Rationale of the study 4
1.3 Objective of the study 4
1.4 Scope of the study 5
1.5 Chapter plan 5
CHAPTER II LITERATURE REVIEW
2.1 Assessing rural marketing in India 6
2.2 The rural market scenario 7
2.3 The paradigm shift 8
2.4 The Market’s plan 10
2.5 State of rural marketing sector in India 11
2.6 4A Approach 12
CHAPTER III METHODOLOGY
3.1 Theoretical framework 15
3.2 Sample size 16
CHAPTER IV RESULTS AND DISCUSSIONS
4.1 KAP Analysis of Soap 17
4.2 KAP Analysis of Shampoo 19
4.3 KAP Analysis Talcom Powder 20
4.4 KAP Analysis of Hair Oil 22
4.6 KAP Analysis of Dish wash 24
4.7 KAP Analysis of Face Cream 25
4.8 KAP Analysis of Sanitary Napkin 26
4.9 KAP Analysis of Agarbati 28
4.10 Summary 29
CHAPTER V CONLUSION AND RECOMMENDATION
5.0 Conclusion and Recommendation 30
5.1 Limitations of the Study 30
5.2 Recommendation 30
Appendices 32
 LIST OF TABLE

Table No Title Table Page No

Table No 1.1.2 The Products 3
Table No 3.2.1 Sample Size of Ganjam 16
Table No 3.2.2 Sample Size of Gajapati 16
Table No 3.2.3 Sample Size of Srikakullam 16
Table No: 4.1 KAP Analysis of Soap 17
Table No: 4.2 KAP Analysis of Shampoo 19
Table No: 4.3 KAP Analysis Talcom Powder 20
Table No: 4.4 KAP Analysis of Hair Oil 22
Table No: 4.6 KAP Analysis of Dish wash 24
Table No: 4.7 KAP Analysis of Face Cream 25
Table No: 4.8 KAP Analysis of Sanitary Napkin 26
Table No: 4.9 KAP Analysis of Agarbati 28