Fast Moving Consumer Goods in Rural Market free essay sample

Keeping in view the frame of references the present paper is an attempt to study the factors affecting the purchase decision of consumers towards purchase of the Fast Moving Consumer Goods (FMCGs) and to recommend the policies which may be adopted by the advertisers to enhance awareness among the rural buyers. The study used primary data collected from a sample of 1000 rural consumers from the 40 villages of 04 districts of Haryana state with the help of a well-structured questionnaire by following „Foot-in-Door Strategy? (FIDS). And found that rural buyers perceived that TV commercials followed by print advertisements and word of mouth plays a significant role for taking the decision to purchase these FMCGs. We will write a custom essay sample on Fast Moving Consumer Goods in Rural Market or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Further, they consider their own experience, display at shops; incentive schemes for the purchase of these FMCGs, whereas they do not fully agree that advice of beautician influences their decision towards the purchase of these FMCGs. On the other hand, rural buyers perceived that social factors are no so strong that those may influence their decision to purchase these FMCGs. Hence, it may be recommended that the producers or marketers should frame ethical advertising strategies keeping in mind that rural people are fond of electronic and print media advertisements. Key Words: Frame of References, Foot-in-Door Strategy, FMCGs. Introduction As we know, consumers have different frame of references formed out of the information gathered from their experience. They try to fit the goods and services in these frames of references. If they do not fit they reject the  things. Many of these reference points are subconscious because they are deeply imbedded in the subconscious mind. It is important to have knowledge of assumptions and beliefs held by consumers. Some consumers may use price as an index of quality. They may declare a product or service as cheap if it sells at a price substantially below the level at which competitive brands are selling. Consumers make a number of assumptions regarding products, services and producers often without fact, e. g.  the beer in pastel colour bottles is thought to be lighter and beer in the coloured bottles is considered stronger. Similarly, natural fabrics e. g. wool are considered better that synthetic; and the products 1 IJTMR www. ijtmr. com International Journal of Techno-Management Research, Vol. 01, Issue 02, September 2013 ISSN: 2321-3744 produced in one country are considered superior than p roduced in other country. Attributes and beliefs are closely related to attitude but harder to change than attitudes. Many times, they are obtained from previous generations and are implanted in an early age of person. People above certain group affiliations and their assumptions and beliefs are drawn from affiliations as in the case of a social class (Sumathi, et al. , 2003). REVIEW OF LITERATURE Sukato and Elsey (2009) examined the phenomena of male consumer behaviour in buying skin care products in Thailand. In order to cope with the research purpose, Fishbein and Ajzen? s theory of reasoned action model is employed as a theoretical framework and modified by adding the self-image construct. The results of the study confirm that beliefs, self-image, normative influences, and attitudes have impacts on purchase intention and purchase behaviour in buying skin care products among Bangkok male consumers and therefore, the modified theory of reasoned action is appropriate to explain male consumer behaviour in the purchase of specific cosmetic product in the Thai setting. Vani, et al. (2010) examined consumer behaviour in Bangalore city regarding toothpaste bands and found that consumer awareness of toothpaste is less in Bangalore city. Oral care market offers huge potential as penetration and per capita consumption of oral care product is very low in India. Further, the study found that brand image, advertising and offer play an important role in purchasing toothpaste, sometimes based on the offer the consumer compare with competitor product and select the best one. Product attribute also analyzed by the consumer for deciding a brand. Switching of one product to other company product is mainly based on advertisement, brand name, packaging availability and price rise. Sridhar and Mishra (2010) analyzed that the rationale and method for studying product adaptation in rural markets and concluded that the findings of the study are contrary to the general understanding that rural is perceived very differently and hence operationalized differently by different organization. However, the results show that contingency theory holds true in case of product adaptation in rural markets also. With the increase in executives? representation of rurality, product adaptation degree also increased. Gautam and Gangal (2011) analyzed the factors responsible of the boom in rural marketing, consumers? preference for FMCG products based on 4 „A? s (i. e. Awareness, Affordability, Adoptability and Availability) by employing convenient sampling method for administering the questionnaires using Liker Scale to total 200 respondents of HUL ITC in rural areas of Agra district from January 2011 to June 2011. The study also found that the factors influencing the purchase decision of the respondents, consumers buying are influence the most by the product factor due to design, quality, durability, made from safe environment and product range but few respondents are not satisfied with the packaging, image and size of the product. Both the companies are almost on the same platform regarding the factors of competitive price, shape, design, Haats and mandis and message/languages/ presentation of advertisement. The consumers are showing their dissatisfaction for malls and super markets, greater mobility, shop is conveniently situated, and product display is attractive, value for price paid, cash discount and pricing policy. Lastly, the study concluded that in parameters like, image, shape and size, packaging, durability, small size products, low priced sample packets, price scheme, celebrity endorsement and use of transport like autos, camel carts, HUL has an edge over ITC. Vernekar and Wadhwa (2011) examined the consumer attitudes and perceptions towards eco-friendly products in FMCG sector and their willingness to pay on green products. The study revealed that the green products have substantial awareness among urban Indian customers and they are willing to pay something more on green products. The majority of customers considered that package is most important element of such products. Chandrasekhar (2012) analyzed the consumer buying behaviour and brand loyalty in rural markets regarding fast moving consumer goods and found that brand loyalty is more in Badangpet and Nadergul region and less in Chintulla in soaps category. In hair oil category, branded products usage is more in Badangpet and Nadergul villages and consumer prefer to purchase local brands in Chintulla village. It is also found that Vatika and Navratan hair oils dominate in Badangpet, Parachute hair oil in Nadergul and Gograda local brand and Dabur in Chintulla. In case of Biscuits category, consumers mostly buy in loose, which are available in nearby shops like Salt biscuits, Osmania biscuits etc. Parle-G and Tiger are mostly used brands in Badangpet. Tea is purchased in loose, which is available in local shops. The popular brands Red Label, Three Roses and Gemini are used in Badangpet village. Further, the study found that coffee consumption is very less or no consumption in Nadergul and Chintulla villages. In case of washing powder, Nirma dominate all the three selected sample rural markets regions. In remote area like Chintulla, Nirma sell Rs. 1 sachets. In washing soap category, Rin, 501, Nirma, XXX and Extra 3 IJTMR www. ijtmr. com International Journal of Techno-Management Research, Vol. 01, Issue 02, September 2013 ISSN: 2321-3744 Local Brand dominates all the three selected rural markets. It is also concluded that Ponds, Chintol and Santoor face powder dominated the market and Pond? s has dominated the market in consumption in Badangpet. In sum, the study also found that male members of the family are alone going to buy consumer products and women are not interested in shopping and do not come out from their houses frequently. Jain and Sharma (2012) analyzed the brand awareness and customer preferences for FMCG products in rural market of Garhwal region. The study found that average awareness of the respondents in the rural market is approximately 75 per cent, 70 per cent, 72 per cent, 64 per cent and 73 per cent in case of shampoo, washing powder, soap, tea, toothpaste respectively, which infers that people in the rural market have on an average awareness about most of the products. In the shampoo category, the study found that the respondents give 1st rank to Pantene and last rank to Chik; in case of washing powder, 1st rank to Surf Excel and last rank to Nirma; to soap category, 1st rank to Dettol and last rank to Rexona; in case of Tea, 1st rank to Tata tea and last rank to Maharani tea and in category of toothpaste, 1st rank to Colgate and last rank to Cibaca which infers that advertising and marketing activities have major influences in choices of people in rural market. The study further found that among various factors like quality, price, easy availability, family liking, advertisement, variety, credit attributes of brand preference; the quality is the first preference in case of brand choices and rural people give least preference to variety and credit attributes. It is also concluded that there is a positive impact of media on brand preference of FMCG products among consumers. Jayswal and Shah (2012) analyzed the effect of some selected FMCG product? s television advertisements with commonly used negative emotional appeals on cognitive message processing style of Indian house wives. The study revealing different effect of different advertisement with negative emotional appeals derived that advertising creative aspect has considered most important and it has been truly said that â€Å"what you say is equally important to how you say. † Through varied hypothesis developed by the researcher, the findings is negative emotional advertising appeal makes the cognitive response positive, helps to form positive attitude and this increases the customer intention to buy the brand. The different advertising themes have difference in their effect on individual perception. When there are special discount and dentist suggest them to purchase the toothpaste they definitely purchase it. Ranu and Rishu (2012) analyzed the scope of Ingredient branding in creating sustainable differentiation advantage for FMCG companies. The results of the study revealed that careful planning must be done before entering into a relationship in order to maximize the benefits of any ingredient branding strategy. Along with the costs involved in forming and maintaining the alliance, and the opportunity cost involved for the partnering firm, the consumer? Perception about the benefits they derive from different types of sales promotion schemes in durable goods and to build a framework showing the valid relationships among all types of multiple consumer benefits of sales promotion in consumer durables. This exploratory study is mainly based on field survey carried out in India. The findings indicate that consumers perceive factors like savings, higher product quality, shopping convenience categorized as utilitarian benefits and value expression, entertainment, exploration categorized as hedonic benefits as primary reasons for taking advantage of various sales promotion schemes. Vaishnani (2012) examined and measured brand equity perception with reference to sales promotion schemes for selected FMCG products and it is concluded that there is no significant difference between of brand equity perception among gender as one of the demographic variables. Apart from it, it is concluded that there is significant difference between brand equity perceptions among various employment status. Adding to it, it is clear that self employed consumers compare to not employed 5 IJTMR www. ijtmr. com International Journal of Techno-Management Research, Vol. This is proven through study of FMCG data and it is shown that price promotions can be optimized to improve return without increased risk. After, reviewing the existing literature it is observed that the above studies have considered different factors a lot. However, these studies not focussed upon the purchase decision behaviour of rural areas. Consequently, the present study entitled â€Å"Customer’ Perception towards the Fast Moving Consumer Goods in Rural Market: An Analysis† may be conducted. Methodology and Objectives The present study is of exploratory, descriptive, pure and empirical in nature.

The eNotes Blog Ten Presidential Ponderings Memoirs, Biographies, andMore

Ten Presidential Ponderings Memoirs, Biographies, andMore American history is a quagmire, and the more one knows, the quaggier the mire gets.  Ã‚   - Sarah Vowell Sometimes its fun to get into the muck of politics, so we thought that for Presidents Day this year, we would offer you some titles that offer insight, personality, behind-the-scences intrigue, and sometimes humor in consideration of the 44 men who have held the highest office in the land. 1.   Washington: A Life by Ron Chernow In this new biography, author Ron Chernow offers some insight that is new to many readers, including: Washington was the only major founder who lacked a college education. John Adams went to Harvard, James Madison to Princeton, and Alexander Hamilton to Columbia, making Washington self-conscious about what he called his â€Å"defective education.† By age 30 Washington had survived smallpox, malaria, dysentery, and other diseases. That Washington was childless proved a great boon to his career. Because he had no heirs, Americans didn’t worry that he might be tempted to establish a hereditary monarchy. Also available on Kindle. 2. John Adams by David McCullough From the Publishers Weekly Review:   Here a preeminent master of narrative history takes on the most fascinating of our founders to create a benchmark for all Adams biographers. With a keen eye for telling detail and a master storytellers instinct for human interest, McCullough (Truman; Mornings on Horseback) resurrects the great Federalist (1735-1826), revealing in particular his restrained, sometimes off-putting disposition, as well as his political guile.   This biography is also available on Kindle. 3. The Autobiography of Thomas Jefferson by Thomas Jefferson Jefferson, of course, was one of the primary authors of the United States Constitution.   Here, in his autobiography, the reader learns of his early life,  his political and personal influences,  and how he  viewed his  role in the founding of our nation. Also available on Kindle. 4. Team of Rivals: The Political Genius of Abraham Lincoln by Doris Kearns Goodwin In her 2006 study of Abraham Lincoln, Doris Kearns Goodwin manages to do something very nearly impossible: give readers a fresh take on one of the most written about figures in American history, Abraham Lincoln. She does so by examining Lincoln in relation to the three other men vying for the Republican nomination in 1860,  describing in vivid detail how  Lincoln managed to win and set himself apart from his rivals. Also available on Kindle. 5. Grant: Memoirs and Selected Letters From Library Journal: As historical documents, the significance of these papers is obvious, but the texts also score high points for the quality of the writing itself; Shermans reflections were hailed by Mark Twain as a model narrative that will last as long as the language lasts. The hub of the material, of course, focuses on the war years, but Shermans volume also contains memoirs of his pre-Civil War life in California, and unique to this edition is the inclusion of 175 of Grants personal letters. More than a reprint of readily available material, these volumes include the same scrupulously detailed notes on the text by recognized scholars that make the Library of America editions superior to their predecessors. This fine set belongs in most history collections. Highly recommended. 6. Colonel Roosevelt by Edmund Morris Like Lincoln, scores of books have been written about Americas 26th President, but Edmund Morris offers an intriguing take on this complex man. Colonel Roosevelt (2010) examines the part of the former presidents life that is not so laudable. Writing for Booklist, Brad Cooper notes that Wilsons work examines the sad part of TR’s life; this is the stage of his life story in which it is most difficult to accept his self-absorption, self-importance, and self-righteousness, but it is the talent of the author, who has shown an immaculate understanding of his subject, to make Roosevelt of continued fascination to his readers. In essence, this volume tells the story of TR’s path of disenchantment with his chosen successor in the White House, William Taft, and his attempt to resecure the presidency for himself. The important theme of TR’s concomitant decline in health is also a part of the narrative. We are made aware most of all that of all retired presidents, TR was the least likely to fade into the background. Also available on Kindle. 7. John F. Kennedy by Robert Dallek Another president who fascinates both critics and readers alike, Robert Dallek offers his interpretation of JFKs time in office in his 2011 biography. While some critics are disturbed that Dallek glosses over events in Kennedys life, like his womanizing, The New York Times Book Review praises the work  as (a)n intimate portrait indeedunexpected and important.This is nothing if not a profile in courage, and The New Yorker says that Dallek succeeds in this riveting and well-documented biography. Also available on Kindle. 8.   Around the World with LBJ: My Wild Ride as Air Force One Pilot, White House Aide, and Personal Confidant by Brigadier General James U. Cross For a very different insight into the presidency, consider picking up this acclaimed inside-look into the office and the man who was our 36th President, Lyndon B. Johnson.   Journalist and long-time PBS newman Bill Moyers highly recommends the memoir, saying, What a delightful, honest, and entertaining story Jim Cross tells. Here is a man who was so close to power he would come down with a cold if the President sneezed (and could have brought a lot of us literally down with him), but he never forgot his roots in rural Alabama. A man whose daddy worked for the Horseshoe Lumber Company grows up to serve the most powerful man in the world, and his account of that amazing journeysome of it scarily bumpy, as I can testifyis a birds-eye view, from the cockpit of Air Force One, of why character counts. Also available on Kindle. 9.   An American Life: The Autobiography by Ronald Reagan Hot off the presses (January 2011) is the re-issued autobiography of our 40th president, Ronald Regan. First issued in 1991, the autobiography has enjoyed a wide readership for ten years. San Francisco Chronicle says that Reagans charm, as displayed throughout this book, is incontestable; so is his grace under pressure, and The Washington Times calls  An American Life (o)ne of our classic American success stories. Also available on Kindle. 10.   Dreams from My Father by Barack Obama Published in 2007, Barack Obamas autobiography helped inform the American public about this candidate with the funny name and unusual background, and probably was a factor in his becoming our first African American  president.   Obamas story covers  Ã‚  his challenges with his parents,  his difficulties in finding racial identity, as well as  how he became a civil rights lawyer and a community organizer before making the decision to run for the presidency. â€Å"Provocative†¦Persuasively describes the phenomenon of belonging to two different worlds, and thus belonging to neither.† - The New York Times Book Review Fluidly, calmly, insightfully, Obama guides us straight to the intersection of the most serious questions of identity, class, and race.† - Washington Post Book World Also available on Kindle.