Abstract

India's rural markets have seen a lot of activity in the last few years. Since penetration levels
are pretty high in most categories, future growth can come only from deeper rural
penetration. Rural marketing has become the latest marketing mantra of most FMCG majors.
True, rural India is vast with unlimited opportunities, waiting to be tapped by FMCG majors.
To gain advantage of this, the Indian FMCG sector is busy putting in place a parallel rural
marketing strategy. FMCG majors are aggressively looking at rural India since it accounts for
70% of the total Indian households. Today, India has a diverse range of detergents available
off the shelf. The annual consumption of detergents in India ranges to thousands of tonnes.
The formal sector with its increasing ability to influence consumers via advertisements is
expanding its market share aggressively. The detergent market has evolved into a highly
competitive one where myriad brand vies with each other to get the customers' attention.
Each brand claims to clean whiter, boasting of technologically dubious terms such as fighting
granules, power pearls, etc. This study aims at finding the factors influencing the rural
customers to prefer a particular brand in detergent soaps. This study concludes with
suggesting the strategic framework for Marketers to win over the hearts of the rural
customers.

Keywords
FMCG, Buying Behaviour, Rural market, Detergent Powder

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 behaviour of rural consumers has
become a hotcake because rural consumers in recent days are consuming everything from
detergent powder to sophisticated electronic gadgets. The middle class and the rural segments
of the Indian population are the most promising market for FMCG, and give brand makers
the opportunity to convert them to branded products. Most of the product categories like
jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well
as low penetration level, but the potential for growth is huge and the demand or prospect
could be increased further if these companies can change the consumer's mindset and offer
new generation products. Rural areas exhibit several distinctive characteristics that are
different from the urban areas. Literacy levels, family structure, occupational patterns, social
customs and norms, and several other features are unique to rural India. A complex set of
factors influence rural consumer's behaviour. Social norms, traditions, castes, and social
customs have greater influence on the consumer behaviour in rural areas than in urban areas.
The seasonality of agricultural production influences the seasonality of rural consumers’
demand. Given the fact that the landless laborers and daily-wage earners get their income in
instalments, their purchasing is restricted to small quantities of products at a time, mostly on
a daily basis or once in two or three days.

Statement of problem
Time was the main constraint we wore not able to reach a greater number of respondents as
the survey was conducted in rural area every question required elaboration people wore not
much aware about different detergent brand. there is a high need to understand whether the
customer is satisfied and loyal to the any particular detergent brand. Rural market is price
sensitive. Rural consumers are price conscious and they purchase simple and low-priced
goods.

Objectives of the study

1. To study the Brand awareness of Detergent Powder among Rural buyers.
2. To study consumption pattern of detergent powder in rural consumers.

Research Design
Scope of the study
The overall scope of the present study considers all the variables and factors that have major
impact over the consumer buying behaviour. The Study is related to Rural area
• Geographical area: Study covers only the Rural area (Rukdi, Atigre, Hatkanangle)
• Analytical scope: The study covers fulfilment of the Consumer buying behaviour.

Description Methodology
To study the importance of Brand consumer Buying Behaviour of Detergents in rural areas,
the primary data was collected with the help of a structured questionnaire. First, with an
adhoc questionnaire, a study was conducted on a sample of 60 respondents in the village’s
Rukdi, Atigre & Hatkanangle while, redrafting the questionnaire some questions were added,
modifications were made, and the final questionnaire was prepared. The survey was
conducted in the village’s Rukdi, Atigre, Hatkanangle selection of these villages were made
based on first study. While doing the survey with the adhoc questionnaire we found that there
is huge difference in the consumer buying behaviour this may of different reasons like non-
availability of brands, brand awareness, influence, etc. Customers within rural areas were
treated as the population of this study. Survey was targeted to the customers using detergents.

Research Design
To obtain an accurate result in this study, the researcher used non-probability sampling
method under random convenience sampling method has been adopted by the researcher to
collect the data.

Questionnaire
The questionnaire was prepared keeping in view the objectives of study. Different questions
were so arranged that field information is collected from the consumer buying behaviour on
different types of detergents, Brand Loyalty, preferences of brands, local brands, and
frequency of usage.
Questionnaire contains two types of questions
Open Ended
Closed Ended
Open Ended Questions are used for exploratory study.
Closed ended questions used for descriptive study

Sample design
A sample design is the framework, or road map, that serves as the basis for the selection of a
survey sample and affects many other important aspects of a survey as well.

Field survey
The study is based on Primary as well as secondary data. The primary data was collected with
the help of structured questionnaire. The survey was conducted in the rural areas Atigre,
Rukdi, Hatkanangle.

Collection of data
Data collection is the process of gathering and measuring information on targeted variables in
an established system, which then enables one to answer relevant questions and evaluate
outcomes. In this study, primary as well as secondary data sources are used to collect the
data.
Research Data
1. Gender

Sr. No. Particular No. of Respondent Percentage

1 Female 24 60%
2 Male 16 40%
Total 40 100%

70%

60%

50%

40%

30%

20%

10%

0%
Female Male

2. Which brand of detergent powder do you use?

Sr. No. Particular No. of Respondent Percentage

1 Nirma 12 30%
2 Wheel 20 50%
3 Ghadi 2 5%
4 Other 6 15%
Total 40 100%

60%

50%

40%

30%

20%

10%

0%
Nirma Wheel Ghadi Other
3. Where do you normally purchase detergent powder?

Sr. No. Particular No. of Respondent Percentage

1 Retail shop 28 70%
2 Bazar 8 20%
3 Mall 2 5%
4 Online 2 5%
Total 40 100%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Retail shop Bazar Mall Online

4. How much quantity packaging would you like to buy at one time of detergent powder? (In gm)

Sr. No. Particular No. of Respondent Percentage

1 Less than 50 grams 10 25%
2 Less than 100 grams 22 55%
3 Less than 200 grams 8 20%
Total 40 100%

60%

50%

40%

30%

20%

10%

0%
Less than 50 grams Less than 100 grams Less than 200 grams
5. What is the problem you are facing from the detergent powder you use?

Sr. No. Particular No. of Respondent Percentage

1 Dissolve too much 26 65%
2 Doesn’t remove heavy grease 4 10%
3 Need to rub vigorously 6 15%
4 Other 4 10%
Total 40 100%

70%
60%
50%
40%
30%
20%
10%
0%
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6. How do you get to know about different detergent powder?

Sr. No. Particular No. of Respondent Percentage

1 Wall poster 10 25%
2 Tv commercials 20 50%
3 Radio 2 5%
4 Others 8 20%
Total 40 100%

60%

50%

40%

30%

20%

10%

0%
Wall poster Tv commercials Radio Others
7. What basis do you prefer particular detergent brand?

Sr. No. Particular No. of Respondent Percentage

1 Price 28 70%
2 Soft to your hand 2 5%
3 Convenient 8 20%
4 Germ’s protection 2 5%
Total 40 100%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Price Soft to your hand Convenient Germ’s protection