Page 1 of 10

Journal for Studies in Management and Planning

Available at http://edupediapublications.org/journals/index.php/JSMaP/

e-ISSN: 2395-0463

Volume 02 Issue 11

November 2016

Available online:http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 40

To investigate the most preferred brand of detergent powder and detergent

cake among the rural customers with special reference to Uttarakhand state

Arun Kant Painoli

Associate Professor

Doon Institute of Management and Research

Rishikesh, India

Abstract

The Fast Moving Consumer Goods (FMCG) are the goods which we, all generally use in our day

to day life. This are also called low packaged unit. We cannot imagine of living without this

products because these are the products which we all often use in our daily life. The most

common in these categories are: - Washing powder and detergent cake, bathing soap, tooth paste,

hair oil, saving cream, milk etc. Washing powder and detergent cake are one of the most

important products in this category without which we cannot lead our lives. Rural market is still

not fully tapped and need special attention to cure the specific requirement of the customers due

to their low and seasonal income. The main objective of writing this paper is to find out the most

preferred brand of detergent powder and cake among the rural customer. Also author want to

know the reason behind this. By knowing this the companies can design their marketing

strategies. This paper has framed to understand the shopping behavior of the customer living in

the rural area when question of buying detergent powder and cake is concerned.

Key Words: - Consumer Behavior, Brand preference, FMCG, Rural marketing, 4AS of rural

marketing.

1. Introduction

The FMCG products play important role in

our day to day life. These are the products

which we use frequently. These products are

also called low packaged goods due to low

price of the products. The FMCG sector is

characterized by well establish network of

professional companies as well as other

unorganized players. In this category I have

chosen detergent powder and cake because

these are the product which has shown its

presence in the life of every individual. If

Page 2 of 10

Journal for Studies in Management and Planning

Available at http://edupediapublications.org/journals/index.php/JSMaP/

e-ISSN: 2395-0463

Volume 02 Issue 11

November 2016

Available online:http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 41

we go through the penetration level of all the

categories of the FMCG products, the

detergent powder and cake has its highest

penetration level among all the categories of

FMCG products in the rural market. I have

chosen rural market for my research because

the rural market is not fully tapped and need

special attention. Rural market has its many

roadblocks which are hindrance in the path

of success of rural marketing in India. The

4AS which are hindrance in the path are: -

Affordability, Availability, Awareness and

Acceptability. The profile of the rural

customers is entirely different from the

urban customer and need to design special

strategies to cater their specific needs. The

income of the people living in the rural area

is seasonal, since 65-75 % of the peoples are

engage in agriculture and allied activities. It

bring my curiosity to conduct this research

to know which is the most preferred brand

of detergent powder and cake among the

rural customers living in the rural areas of

Uttarakhand state. My intention is also to

find out why people prefer to buy the chosen

brand of detergent powder and cake. By

knowing these the companies can design

their marketing strategies as per their needs

and expectations.

Objectives

1. The basic objective of this research is to

know the most preferred brand of detergent

powder and cake among the rural customers.

2. To know the reasons why customers

prefer to buy the chosen brand of detergent

powder and cake

Literature Review

Sayulu & Reddy Raman (1996), in their

finding found that, in the process of decision

making by the consumers while purchasing

FMCG products, retailers have emerged as

key influencers which influence the buyer

behavior most. Upadhyay (1999) in his

study identified significant differences

between rural and urban areas on the basis

of the role played by different members of a

family in purchase decision of goods. As

initiators, husbands and kids are more

prominent in rural areas, while wife is more

prominent in the urban areas. Vasudeva

(1999) observed that the proportion of

households which are brand loyal to one or

more brands, are similar in urban market and

rural markets. The rural brand loyal

consumers were found to be comparatively

more price conscious than the urban brand

loyal for detergent powder and toilet soaps.

Verma D.P.S. (2000) in his finding stated

that price is the most important attribute

Page 3 of 10

Journal for Studies in Management and Planning

Available at http://edupediapublications.org/journals/index.php/JSMaP/

e-ISSN: 2395-0463

Volume 02 Issue 11

November 2016

Available online:http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 42

which influence the buying behavior of the

consumer while they purchase the FMCG

product in the rural areas. Jain and

Rathode (2005) in their research found that

the customers were not happy with product

quality and variety available in the rural

market. Promotional offers also never

reached to the rural consumers and retailers

were found selling promotional items

separately. The author after this finding

suggested to prepare separate marketing

strategies for the rural consumers, so that

such type of problems may not encounter by

the rural consumer. John Mano Raj (2007)

the author in his finding stated that the

future of the rural market in India is bright,

but there are many obstacles in the path of

success of rural marketing in India. The

company’s entering in the rural market must

study the taste and preference of the local

customers, because the rural consumers are

still a closed book and a lot of study is

needed. The author also suggests the winner

will be those companies who will arrange

the required resource which is required to

capture the rural market. Krishnamurthy

(2008) stated that the rural consumers are

required to study for influencing factors of

their behavior for FMCG. In his finding he

proposed that the price, promotion,

packaging, quality, brand name etc .are the

important attributes which influence the

buying behavior of the consumers while

they buy the FMCG products in the rural

area. Dixit Kavaldeep (2011)- in his finding

observed that, there is huge potential in the

rural market which is untapped and

company need to invest more in tapping the

untapped rural market with the help of

innovative marketing strategies for vast rural

potential in India. Dhivya R. (2013) in her

finding found that the Indian consumer

buying and their attitude and perception

have drastically changed in the recent past.

The pace of change will increase in near

future with increasing change in the needs

and wants of the people living in the rural

India. Joghee Shanmugan & Pillai Kumar

Pradeep (2013) in their study found that

the variables like Gender, Educational

Qualification, Occupation, Annual Income,

Family size and Frequency of purchase are

having positive correlation with impact on

buying of selected respondents towards

FMCG products in rural areas. Daud

Mohammad Ali (2013) in his finding state

that, even if rural consumers do have the

aggregate monthly income to purchase

branded products, they tend not to have

enough money at one point of time to

actually make the purchase of an item due to

seasonal income of the people living in the