Consumer Purchase Behaviour for Branded hair care Products in Rural Markets of District Saharanpur

Abstract

Rural customer is very innovative in outlook and highly ambitious in terms of the products he wishes to purchase. He is aware of different brands available in the market. In his buying choices he is highly optimistic and not as brand sticky as his predecessors. It gives immense opportunity to the marketers to explore and identify the brand preferences of rural customers which will help them in connecting their brand offerings with rural customers purchase behaviour towards their preferred brand choices. In this context the current study aims at identifying the brand preference and discovering the relationship between factors that influence rural customer purchase behaviour and brand preference. The research was carried out in the sampled villages of Saharanpur district according to the census definition of rural habitation. The emphasis of research was on comprehending rural customer mentality and desires. newlineFactors affecting purchasing decisions by rural consumers were found to be Influence factors Psychological factors and Value factors. Influence factors include T.V. advertisements brand ambassadors family and friends folk events and salons. Psychological factors were found to be quality of hair care products reducing hair stickiness glossy effect on hair smoothing the hair experience increased self worth and look and feel trendy using hair care products. Value factors include the price of the product discounts and complementary offers. newlineThe product categories chosen were shampoo hair oil and conditioner. The main survey was then conducted with 1016 respondents. Descriptive statistics were used to analyse information about the demographic profile of the respondents and rural prospects and brand preference. Causal Model Analysis evaluated the measurement model by means of confirmatory factor analysis CFA as part of structural equation modelling (SEM). newlineThe mediating effect of age was not found to be significant in the case of conditioner and hair oil but was found significant in case of shampoo