Village visit for rural marketing studies

Group-8:
Deepti Manisha Balram kumar Ruchi kumari Rakesh Nandan Om Babu Rashmi Kumari

BHAIRWA GANCHI

BHAIRWA GANCHI

BHAIRWA GANCHI

BHAIRWA GANCHI

BHAIRWA GANCHI

Objective of the Study
• The objective is to examine the rural consumers' buying habits and brand loyalty towards toilet soap products.

Scope and Limitations of the Study
• The study intends to examine the customer satisfaction and perception towards toilet soap and the influence of product attributes on brand preferences and brand loyalty. • It also covers customers' brand loyalty at different levels of price increase/decrease from the present price.

The study has the following limitations; a) As the study is conducted in only Bhairwaganchi of Nayagaon in Hajipur, the findings and suggestions of this empirical study may not be representative of the universe.

b) Some discrepancies may have occurred due to convenience sample method used. c) Respondents may not have given their exact views or hidden some information deliberately.

Methodology
• The study is conducted with the help of primary data collected from 34 respondents from bhairwaganchi in nayagaon, Hajipur. • The relevant data are collected from the respondents from different demographics. • Appropriate statistical tools such as averages, weighted averages etc. are used in data analysis.

Data Analysis
The behaviour of rural respondents towards toilet soaps in terms of influencing factors, buying habits, and brand loyalty is analyzed. For this purpose, a survey questionnaire was used in the investigation.

Section-A: Influencing factor
Influencing factors are analysed in terms of three interrelated variables viz. a. price b. Influencer in family c. Source of information

Price
It was found that 79% of the rural consumers were satisfied with the price of their preferred product while 21% were not satisfied with the price as they think it is over priced.

Influencer in family
• It was found that in 30 percent cases son is the influencer, followed by mother with 25 percent. Daughter is influencer for 20 percent case, while daughter-in-law is influencer for 17 percent. Father influences for 8 percent of cases for making purchase of soap.

Source of information
• In this study, it is observed that majority of respondents comprising around 48 percent got influenced by word of mouth. Another 31 percent got influenced by POP display. Around 17 percent purchased after seeing a TV advertisement. And rest of 4% got influenced by Newspaper Ad.

Section-B: Buying Habits
• Buying habits are analysed in terms of three interrelated variables viz. a. Choice of Retail Store b. Brand Specification c. Frequency of Purchase

Choice of Retail Store
• Respondents were asked to name their preferred outlet. Majority of the respondents comprising 40 percent purchased from main market. Another 32 percent bought from kirana shops. The remaining opted for nearby small retailer.

Brand Specification
• It is observed that lifebuoy is the most popular brand with 61 percent users, followed by lux with 11 percent users. Approximately 6 percent each are using Breeze and Superia. Dove is used by 9 percent respondents, while Nima sandal is used by 4 percent. Margo account for 3 percent respondents.

Frequency of Purchase
• In this study, it is observed that majority of respondents comprising around 56 percent purchase 4-6 soaps in a month. Another 33 percent purchase more than 6 soaps in a month. Around 11 percent purchased less than 4 soaps in a month.

Section-C: Brand Loyalty

Brand loyalty is analysed in terms of two interrelated variables viz., a. Brand Image, b. Affordability

Brand Image
• Majority of the respondents comprising 64 percent felt that their brand is the best one. Around 25 percent said it gives good value for money. The remaining 11 percent felt it as almost similar with other brands.

Affordability
• It is seen that at 10 percent price increase, 66% of the respondents opted for continuing with the same level of consumption. From among the remaining respondents, 28% decided to reduce consumption. 6% of respondents wanted to shift to other brands

• At 20 percent price increase, 39% of the respondents opted for continuing with the same level of consumption. From among the remaining respondents, 42% decided to reduce consumption. 19% of respondents wanted to shift to other brands. • At 30 percent price increase, 12% of the respondents opted for continuing with the same level of consumption. From among the remaining respondents, 30% decided to reduce consumption. 58% of respondents wanted to shift to other brands.

Findings:
1. While making a brand choice decision, respondents gave more importance to impact on skin followed by price. 2. Majority of the respondents purchased toilet soaps from main market followed by wholesale shops. 3. Lifebuoy is the most preferred brand used by both men and women. Lux and Dove are the next preferred brands. 4. Many respondents are spending Rs 41- 80/- per month on toilet soaps, while a few are spending more. 5. Most of the consumers have a very positive image and perception about their present brand. They felt that it is the best one and market leader in its category.

6. The respondents are not bothered with a marginal increase in the price as long as it satisfies their needs. But, when the price is increased to 20 percent or 30 percent above the current price, substantial differences are seen in the behavior of respondents. 7. Most of the respondents have been using the same brand for a longer period of time (more than 5 years) which shows a strong brand loyalty among them. 8. Dove is the most preferred brand among young girls in rural area like nayagaon. 9. Many respondents dislike the smell of lifebuoy.

Conclusion:
1. Surprisingly respondents gave least importance to advertisements of toilet soaps. They rely more on word of mouth and POP display. This has to be carefully studied by the marketers. Another area of concern is that many rated their present soaps as just satisfying although they have been using the same brand for a longer period. In this perspective, FMCG companies need to reformulate their strategies to delight the rural customers. At the same time, as most of the respondents have been using the same brand for a longer period of time, new entrants have to devise suitable plans to attract the customers of existing brands. Deeper penetration in rural areas also holds the key to unlocking growth potentials. Thus, smart merchandising and distribution will be of key importance for FMCG products to become leaders in the industry.

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