A Study of Association of Attributes for Various Shampoo Products in Indian Rural Market

Abstract

The time has gone when fast moving consumer goods (FMCGs) companies ignored rural market, they showed no any concerns to produce or sell products in rural market in India as it was believed that the necessities of rural consumers are very limited on one hand, and their paying capacity is much lower than the urban consumers on the other. It was the initial stage of FMCG companies in India. Recent trends revealed that rural consumers are increasingly beginning to think and spend like urban consumers in India. The socio-economic status of Indian rural consumers is changing rapidly. The hair care market in India is estimated at around US$ 200 million. Hair care products consist of hair oils, shampoos, conditioners and hair colors. The shampoo market is the fastest growing item within personal product category. The Indian shampoo market is estimated at around US$ 550 million. As per the industry estimates, the urban market penetration of shampoo was about 40% whereas in the rural market usage was of the order of 10 % of the total population. Thus, there is a considerable scope for expansion by converting non-users. This paper examines the association of attributes for various shampoo products in Indian rural market; and attempts to assess the perception of rural consumers for them. The findings and the implications of the study would not only help the shampoo producing companies and marketers but also set guide lines for future research. Key Words: FMCGs, Personal Product Category, Rural Market Penetration, Rural Buyer Behavior, STP Strategy, Differentiation etc.

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