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Rural and Urban Customers’ Buying Preferences for Detergent Powder
Rajeev K. Shukla1 , Sapana Saraswat2
Section:Research Paper, Product Type: Journal-Paper
Vol.2 ,
Issue.1 , pp.1-4, Mar-2014
Online published on Mar 30, 2014
Copyright © Rajeev K. Shukla, Sapana Saraswat . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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IEEE Style Citation: Rajeev K. Shukla, Sapana Saraswat, “Rural and Urban Customers’ Buying Preferences for Detergent Powder,” World Academics Journal of Management, Vol.2, Issue.1, pp.1-4, 2014.
MLA Style Citation: Rajeev K. Shukla, Sapana Saraswat "Rural and Urban Customers’ Buying Preferences for Detergent Powder." World Academics Journal of Management 2.1 (2014): 1-4.
APA Style Citation: Rajeev K. Shukla, Sapana Saraswat, (2014). Rural and Urban Customers’ Buying Preferences for Detergent Powder. World Academics Journal of Management, 2(1), 1-4.
BibTex Style Citation:
@article{Shukla_2014,
author = {Rajeev K. Shukla, Sapana Saraswat},
title = {Rural and Urban Customers’ Buying Preferences for Detergent Powder},
journal = {World Academics Journal of Management},
issue_date = {3 2014},
volume = {2},
Issue = {1},
month = {3},
year = {2014},
issn = {2347-2693},
pages = {1-4},
url = {https://www.isroset.org/journal/WAJM/full_paper_view.php?paper_id=2306},
publisher = {IJCSE, Indore, INDIA},
}
RIS Style Citation:
TY - JOUR
UR - https://www.isroset.org/journal/WAJM/full_paper_view.php?paper_id=2306
TI - Rural and Urban Customers’ Buying Preferences for Detergent Powder
T2 - World Academics Journal of Management
AU - Rajeev K. Shukla, Sapana Saraswat
PY - 2014
DA - 2014/03/30
PB - IJCSE, Indore, INDIA
SP - 1-4
IS - 1
VL - 2
SN - 2347-2693
ER -
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Abstract :
The size of detergent market is estimated to be Rs. 12000 cr. Household care segment is characterized by high degree of competition and high level of penetration. With rapid urbanization , emergence of small pack size and sachets, the demand for the detergent powder is increasing. 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. Alongwith this 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. Findings of the study revealed that that there is significant difference in rural and urban customers perception that price of detergent Powder, Stain removing attribute of detergent Powder and Marketing offers influences their buying decision in different way.
Key-Words / Index Term :
FMCG, Buying Behaviuor, Rural & Urban, Detergent Powder
References :
[1] Kotler, P. and Keller, K. L Identifying Market Segments and Targets, Marketing management, 12th edition, Pearson Education Singapore, pp. 234, 2006.
[2] Rural Marketing (Environment, Problems and Strategies), 3rd edition, T P Gopalaswami (Former Professor) Indian Institute of Management, Bangalore, pp. 31-37, 2009,
[3] C.S.G. Krishnamacharyulu, Lalitha Ramkrishnan. Rural Marketing, 2nd edition, Pearson Education Singapore, PP 46-49, 2003.
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