Discovery

REVIEW

The International journal

ISSN 2278 5469
EISSN 2278 5450
2016 Discovery Publication. All Rights Reserved

Rural Consumer Behaviour towards Personal Care Products: Literature

Review
Publication History
Received: 16 January 2016
Accepted: 30 January 2016
Published: 1 February 2016

Page

426

Citation
Manoj B Pandey. Rural Consumer Behaviour towards Personal Care Products: Literature Review. Discovery, 2016, 52(242),
426-435

Rural Consumer Behaviour towards Personal Care Products: Literature

Review

Manoj B. Pandey
Designation: Asst. Professor
Institution Name: Central India College of Business Management & Studies

Email id: manojpandey07@gmail.com

Abstract: Rural India with its vast size and demand offers a huge opportunity for both Durable
and FMCG Industries. The rural Indian also offers vastly different buyer behaviour across
different geographical locations. Hence there is a need to understand the behaviour of rural
consumer towards various products or services available in rural areas. The current literature
review was conducted to understand the behaviour of rural consumer towards personal care
products. Along with the literature review on buying behaviour of FMCG products, literature
review related to other products categories is also reviewed. The literature review includes,
factor influencing on buying behaviour, media influences, Communication, differences in
behaviour of rural and urban consumers, Product preferences.

Key words: Rural Consumer Behaviour, Factor Influencing, Personal Care Products, Rural
Consumer & Urban Consumer.

Introduction:
Rural Consumer Behaviour:
Buyer behaviour refers to the buying behaviour of final consumers- individuals and households
who buy goods and services for personal consumption. The term rural is a viable analytic,

of less than 400 per sq. km, where 75% of the male is engaged in agriculture and where there
exists no municipality or board. The National Council of Applied Economic Research (NCAER)

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1947). According to Census of India, 2011 Rural is any surroundings with a population density

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empirically referent in reality (Miller and Luloff, 1981) and multidimensional concept (Redfield,

survey report says that there are 720 million consumers across the villages in rural India. With
70% of the people living in rural areas having rising disposable income, the Indian rural
households had collectively created a huge market for both FMCGs and durables. Hence, there is
a need to understanding the Rural Market and Rural Consumer for all researchers, academicians
and marketers.
To understand rural consumers buying behavior, a marketer need to understand both (a) what
types of factors which influence buying behaviour and (b) the variations in their behaviours.
There are also variations in income levels and the macro and micro environment of consumers
where they are located. To Understand why rural consumer buy is the difficult part in rural India
and what factors encourage them to buy the available products or services. In this research we
also need to find out the factors like family size, product packaging, age, culture, and advertising
etc which are responsible for different buying behavior of rural consumers and in the rural
consumers buying decision making process how such factors playing an important roles. These
are the several distinct characteristics also of consumers in rural area.
Ramana Rao (1997) observed that the boom in rural areas is caused by factors such as increased
discretionary income, rural development schemes, improved infrastructure, increased awareness,
expanding private TV channel coverage and emphasis on rural market by companies.
Mishra and Sakkthivel (2005) observed that majority of rural consumers prefer products like
shampoo, spices, fairness cream and mosquito repellants, which are purchased on weekly basis
in sachets. But other products like talcum powder, toilet soaps, biscuit, and shaving creams are
expected in medium container, sachets in these categories only provided an opportunity of trail.
Thus, sachets need to be used as a promotion tool, rather than as a packaging strategy.
The consumer generally buying a variety of mobile phones which satisfy his wants and they are
always influenced by his purchasing activities by some considerations which lead him to select a
particular brand or a particular store in preferred to others (A Mohankumar & U Dineshkumar
2008).

but also in rural masses. The consumption of shampoo is not restricted to female but it also
developed deep roots in male category as well (Dr. Manubhai I. Parmar 2014). The changing

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oils, talcum powder and beauty creams are considered essential cosmetics not only in urban areas

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In Gujarat, Punjab and Haryana like developing state the products like shampoos along with hair

rural buyer behavior has a huge influence on consumption of personal care products including
shampoo. Additional benefits like Herbal composition, shine, silkiness, antidandruff, etc are the
additional benefits in shampoo are also the reason to attract more and more rural consumers. And
reason behind preference in shampoo consumption was small packing, convenience and low
price. It is also identified that 37% respondents using shampoo once in a week, 21% using twice
in week and 18% use it on regular basis.
Research works also available on understanding the buying perception of the rural consumer
towards FMCG Products in Pulwama district of J& K. And author selected 5 FMCG products
category viz. Tea, Soap, Toothpaste and Shampoo. Study identified that the average awareness
of the respondents in the rural market is 57% in case of tea, 61% of soap, 60 % of toothpaste and
66% average awareness in case of shampoo. From among choice in Soap category 75% preferred
to Lux and 70%, 65%, 50% and 45% preference were Lifebuoy, Hamam, Dettol and Dove
respectively. In 3rd category like Tooth paste author selected 5 different brands namely
Pepsodent, Colgate, Close up, Sensodine and Miswak. From the above category in Toothpaste
78% was the respondents choice of Colgate, Close up was 72%, Pepsodent was 60%, Miswak
was 47% and 43% was Sensodine. In shampoo category author chosen brands like Clinic, Lux,
Sunsilk, Garnier and Pantene where rural consumer given their preference to Clinic first which
was 78%, Sunsilk i.e., 72%, Lux 70%, Pentene 62% while Garnier was 48%. As per the research
its found that sources of Brand Preference of rural consumer in Pulwama District were
Television, Advertisements, Friends and Internet. The awareness through television is 40%, 25%
by advertisement, 20% by friends and 15% by internet and income factor was greatly influenced
the demand for branded products.
Another research on consumer behaviour on hair oil in rural area identified that the television
advertising has a great impact on the users of hair oils. The factor like fragrance has been
dominating the purchase of the hair oils. As per Nielsons study in 2014, nearly 81% of Indian
men use cream not the gel/foam for shaving. Skin care is a fast developing subsector of the
mens cosmetics market, mainly attributed to a rising concern over aging. The study has

Wild Stone, SuperMax, Axe Denim in the growing market of Siliguri city of North Bengal. The
study identified six variables like Smoothness of shave & Lathering ability, Relaxing Post

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particular brands viz. Gillette, Park Avenue, Godrej, Dettol, VI-John, Old Spice, Palmolive,

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analyzed buying intention behind shaving cream and attitudinal preference in selecting a

application feel & Antiseptic effect, Value for Your Money & Offers/Discounts, Moodemulsifying ability, Aesthetic value (Colour, Fragrance, Foam/Gel, and Packaging) and Skinfriendliness & after shave glow governing shaving cream brand choice and these variables have
been used in attitude measurement in the context of Siliguri.
Dr. L. Manivannan, Mr. K.V. Kannan & Mr. Natrayan, (2006) conducted a study on Brand
Preference for Fairness Creams. The objectives of the study to find out the brand preference for
fairness cream in Coimbatore city and factors influencing brand preference. And also identify
what are the sources of awareness for fairness creams. The research design involves descriptive
in nature and the sample size was 150 and the sampling technique used is convenience sampling
to analyze the data in Coimbatore city, Tamil Nadu. In this research authors selected different
brands in fairness creams like Fair & Lovely, Fairever, Vicco, No Marks, Fair & Handsome
Fem, Godrejs Fair Glow, Samays Fair & Fresh, All Fair, Oriflames Lve A Fair etc to find out
the brand preference in Coimbatore. And it was found that nearly 60% of the respondents prefer
HUL's 'Fair & Lovely' while 30% Cavin kares Fairever and are aware of them, 7% other brands,
2% Vicco and No Marks and 0.67% for Fair & Handsome and the awareness is also poor.
Researchers also identified that approximately 50% respondents were self motivated in order to
prefer the fairness creams and a source of awareness for fairness creams was Television
Commercials which is 53.33% while Magazines Ads 20%, Family Members 10%,
Friends/Relatives 8.67%, Newspaper Ads 5.33% and Retailers recommendation 2.67%.
Krishnamoorthy (2008) has identified the shopping preference and choices of rural consumers.
Generally rural consumers prefer to purchase from pan shops in small villages, grocery shops in
large villages and also from Haats and weekly markets. Researchers like Mitra, Rashmi & Venu
Gopal, Pingah, (2000) found that the rural consumer seeking quality product for affordable price.
Further they identified lower income group categories rural consumer were also found
demanding high status consumption goods, especially in cosmetics and garments. Jyothsna
Priyadarsini K (2009) understood from the study that many rural men feel delicate to use

purchase decisions taken by the rural people. According to him, the rural consumer would
minimize four kinds of risks through these actions. They are financial loss, time loss, physical

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Ramanacharyulu (2004) has conducted risk analysis in rural marketing with reference to

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cosmetics. Rural males have a feeling that cosmetics are mainly meant for females.

loss or damage and psychological loss. Shivkumar & Arun (2002) in a study of buying behavior
of rural Pondicherry people noted that they considered only one brand and visited only one shop
before making purchase decision. They also found that rural consumers considered brand name
and price as important elements in buying consumer durables.

Factor Influencing Consumer Behaviour:

Literature on Consumer behaviour trends (Lokhande) reveal that the income is one of the major
factor influencing on the consumption habits of consumers. Consumers income also affects the
buying behavior in terms of amount, type and prices of products purchased. Income is more
important in the buying of low social value product (Williams, 2002). Sehrawet and Kundu
(2007) examined the influence of packaging on buying decisions and found that rural people find
packaging to be more helpful in buying, as a indication of a better product and are more
influenced by the ease of storing a packaged item than their urban counterparts. Although,
labeling is considered to be an important part of packaging, yet rural respondents gave less
importance to it. While purchasing, customers generally gone through different decision makings
e,g the size of product to buy, quantity of product to buy and how frequently to purchase
(Granger and Billson,1972). Another study reveals that the role of a husband in the family
purchasing decisions in various items was comparatively less than of a housewife (Sarwade
2002).
Research available on Husband-Wife Involvement in Buying Decision Making Ramakrishna
Rao, Rama Raju& Ram Prasad (1987) reveals that the husband who are young, highly educated
& belong to high income group are relatively less dominated than their older, less educated &
low income counterparts and role in the family purchasing decisions in various items was
comparatively less than of a housewife (Sarwade 2002).

Personal Care Products:

Personal Care Products are those products which generally consumers prefer for their personal

pomade, perfumes, razors, talcum powder, shaving cream, skin cream, toilet paper and wet
wipes.

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cotton swabs, deodorant, eye liner, facial tissue, lip gloss, lipstick, lotion, makeup, nail files,

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care. Personal care Products includes products as diverse as lip balm, cleansing pads, colognes,

Due to increase in consumption of beauty product, the Indian cosmetics industry is expected to
witness fast growth rates in the coming years, according to Indian Cosmetic Sector Analysis
(2009-2012) (Research and Markets, 2012). With a high disposable income working women in
middle class spend on Cosmetics and Beauty Products which are most popular in Indian Market.
It was found that middle class Indian women consumers giving an importance to cosmetic and
fashion & tend to have a low brand loyalty for cosmetics brands. Beauticians were the most
effective sources of brand awareness and medical stores were the most trusted channel of
distribution. Mathews and Nagaraj (2010) tried to make VALs analysis of youth based on gender
and also to identify the behavior of the youth with reference to family, fashion, education, brand
and shopping activities. The study revealed that men and women tend to have different
attitudinal and behavioral orientation based partly on genetic make-up and partly on socialization
practices.
Consumers are becoming more aware of appearance, beauty, grooming and the choice of
Personal Care Product because the growth of cosmetics and beauty products markets has become
significant nowadays. As per recent study by Indian industry body ASSOCHAM (Association of
Chambers of Commerce), Indian men spend approximately $100 more than women in personal
care products and are looking for separate sets of bathing and essential care products that include
bath and shower gels, face wash, and deodorants.
Cosmetics buyers were becoming more fashion conscious and were demanding products with
more attractive design; furthermore, consumers have a tendency to use different makeup designs
for different occasions. It is further argued that design or visual appearance is the important part
of the product, which includes line, shape and details affecting consumer perception towards a
brand (Duff 2007). Sproles & Kendall (1986) defined fashion consciousness as an awareness of
new designs, changing fashions and attractive styling, as well as the desire to buy something
exciting and trendy. They also observed that brands that supply stylish packages of features can
attract loyal consumers who are fashion conscious. Fashion leaders or followers usually purchase
or continue repeatedly to purchase their products in stores that are highly fashionable.

(25%) and cleaners and but on the contrary, negative growth of products such as personal
healthcare, laundry soaps, dish wash, toilet soap, toothpaste and toothpowder up to 8% was

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(20%), deodorant (40%), branded coconut oil (10%), anti-dandruff shampoos (15%), hair dyes

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Several FMCG products registered a growth in Indian Market, for example, shaving cream

registered as per the report of Federation of Indian Chambers of Commerce and Industry
(FICCI).
Rural & Urban Consumer:

The Rural consumers and the Urban consumer both are fundamentally different (Mr. Amol
Murgai 2012). He found lower literacy levels and limited exposure to product and services are
well-known, but differences in occupation options, income levels and income flows, and a high
level of inter-dependency all these affecting the rural community behavior from their urban
counter part. Sehrawet and Kundu (2007) examined the influence of packaging on buying
decisions and found that rural people find packaging to be more helpful in buying, as a indication
of a better product and are more influenced by the ease of storing a packaged item than their
urban counterparts. Rural consumers are found to be fundamentally different as their purchase
behavior is not only influenced by ready availability of products, but also by the role played by
opinion leaders and important decision makers. One of the better ways of understanding the rural
consumer behaviour is to compare and contrast it with that of urban consumer behaviour. The
rural consumers thought process is fairly simple in contrast to a much more complex urban
counterpart (Sahoo & Panda, 1995). Across the world, irrespective of the development status of
the economy, urban consumer decision plans are different from the rural ones (Park, C. Whan &
Richard J. Lutz, 1982). Bijoor, Harish (2004) opines that rural markets are different from urban.
Understanding is the key point. Rural consumers vary not only in their behavior and practices but
also in conviction and belief (Vyas, 1997).
Research Gap:
Understanding the rural behaviour is not an easy task due vary in nature. Though studies are
conducted on various aspect of Rural Consumer Behaviour like, Preference/Choice, like, dislike,
Perceptions on FMCG products, Mobile phones, Durables and Banking but there is a still lot of
scope in this area. The literature review conducted for the current research make it clear that very
less research is done on rural consumer behaviour with respect to personal care product in the

researches not provided clear ideas about rural consumer behaviour.

Thus the research gap is

identified relating to three key aspects of rural consumer behaviour firstly, identifying the

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influencing, sources of awareness, brand preference and consumption of products but such

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state of Maharashtra especially in rural Nagpur. The literature review is available on factors

preference/choice, perception attributes of rural customers in FMCG, secondly, identifying

specific set of factors influencing the purchase decision of rural consumers with respect to
purchase of FMCG, and finally the growth of personal care product in rural India. Therefore
there is need to conduct an exclusive survey to fill the identified gap in the rural literature.

Conclusion:
Understanding the behaviour of rural consumer is the key point for marketer. Rural consumers
vary not only in their behavior and practices but also in certainty and belief (Vyas, 1997). The
literature review reveals that rural consumer prefer the product like Soaps, Shampoos, Fairness
Creams, Talcum Powder, Hair Oil, Toothpaste, Deodorants, and Shaving Cream. The factors like
Retailers recommendation, Self Motivation, Friends, Opinion Leaders, Income, Aesthetic Value
(Color, Fragrance, Packing), Value for money, Additional benefits, Convenient, Low Price of
Products influenced while choosing the available products and mostly the sources of awareness
were Commercial Television, Advertisement, Internet, Family/Friends, Beauticians, Medical
Store, Magazines, Newpapers etc.
References:
Venkat Ram Raj Thumiki and Mohhammed Abdul Azeem 2012, Marketing of FMCG to Rural
Consumers in Andhra Pradesh Literature Review
Dr. Vinod Kumar Bishnoi, Bharti 2008, Awareness & Consumption pattern of rural consumers
towards home & personal care products, Marketing to Rural Consumers- Understanding and
tapping the rural market potential. Pp- 95-106
Mr. Ankit Katiyar, Mrs Nikha Katiyar 2014, An Empirical study of Indian Consumer Buying
Behaviour of FMCG products (with reference of Bathing Soap), International Journal of
management & commerce innovations, pp 211-217

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Prof. Lakshmi Narayana. K and Dr. Binoy Mathew 2015, A study on Brand Awareness and
Preference of rural consumers towards FMCG goods in rural markets with reference to
Chickaballapur District, International Journal of business and Administration research review,
pp 51-59

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S. Kalaiselvi 2014, Brand awareness and customer preference for FMCG products: An Empirical
study with special reference to Coimbatore city, International Journal of Management & Social
Science Research Review, pp 225-232

Mr. Shomnath Dutta 2015, An Empirical study on shaving cream selection behavior in Siliguri
subdivision of Darjeeling, International Journal of advance research in Engineering &
Management, pp 50-56
Shabir Majeed 2014, Brand Awareness in rural area: A case study of Fast Moving Consumer
Goods in Pulwama District of J & K state, Inernational Journal of Business & Management
Invention, pp 50-53

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Dr. Manubhai I. Parmar 2014, Shampoo Consumption in rural areas- An empirical study of
selected villages of Anand district, Indian Journal of Research, pp 108-111
Anand Shankar Raja. M and T. Mahesh Kumar 2014, A study on Mens preference towards
fairness cream and factors influencing the purchase behavior, Indian Journal of Applied
Research, pp 130-132