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ABSTRACT
Rural markets are virtually untapped compared to urban markets, thus marketers are turning towards
the vast potential available in the rural markets. Women consumers are playing a vital role in
purchase decisions and the current study makes an attempt to know rural consumer behavior of
women towards soaps.
Keywords: Consumer Behaviour; Bathing Soaps; Rural Market
INTRODUCTION
Consumer behavior is an ever changing concept, which tends to change according to time, tastes and
fashions, income of consumers and so on. It is understood that there is always a gap in the study of
consumer behavior, particularly towards FMCG products.
Urban markets are almost saturated on account of aggressive marketing of firms and buying habits of
urban consumers , rural markets are possessing a huge potential yet untapped on account of many
reasons like less income among rural consumers, traditional living of them etc
Indian women are not confined to four walls today like how it happened to be before some time, they
are also occupying a similar role like men and thus are becoming influential person as a income earner
and consumer
Women are very much concerned with beauty and bathing soaps play a very significant role in
protection of skin and beauty
Taking all the above facts into consideration, a study is undertaken to know consumer behavior of
rural women towards bathing soaps in four villages of Irala mandal namely Irala, Polakala, YS Gate
and Agarampalle by taking a sample of 25 respondents from each village, thus a total sample of 100
respondents are covered under this study. Convenience sampling is used in choosing the respondents.