A STUDY ON THE FACTORS RESPONSIBLE FOR CONSUMER BEHAVIOR TOWARDS PERSONAL CARE PRODUCTS IN RURAL MARKETS OF HARYANA

Abstract

The study aimed to understand the factors that are responsible for the shopping behavior of rural
consumers, particularly towards the personal care products. The area aimed in y was Haryana
state. The consumer in this state are a little more established in comparison to few other states in
Haryana. The applicability of this research is therefore on the state of Haryana only. The study
collected a sample of 525 people from the rural areas of Haryana. The collected sample is a
mixture of varied age groups, occupations and gender. The study discovered that the demand for
personal care products is present in the rural market as well. The knowledge and exposure
towards the products is higher than expectation. The digital marketing reach has ensured the
demand or many different personal care products among the youngsters. The results depict that
social, market and economic are the three major factors that cause the major impact on the
decision making towards buying. The scale developed by the researcher was able to explain the
variance of 68.949. The majority of the rural consumer is making their decision based on the
three criteria mentioned.