In the earlier chapter we have examined the rural consumer
behaviour towards consumer durables. The present chapter is devoted
to discuss rural consumer behaviour towards consumer non-durables
with the same methodological framework.
It is well established that the consumers in rural areas are
different from consumers in urban areas. The rural markets itself are
diverse with vastly different behaviour across different geographical
locations or across buyer groups. Their purchases reflect their level of
income, preferences towards different cultural and social practices, and
their standard of living. The place of purchase of a product and
product usage vary according to consumers, products and situations
and add to the complexity in the behaviour of rural consumers. The
sophistications in approach to the rural markets are clearly a necessity
and starts with recognition of the changing and dynamic behaviour of
rural consumers.
The behaviour of consumers differs from product to product.
The decision making processes; based on the nature of the products
vary from complex decision making process to habitual buying
behaviour. Usually complex and extensive decision making is involved
in purchasing high value, long durable products whereas routine and
habitual decision making is involved in low value, essential and daily
used products like non durables or consumables. However due to the
138
changes in the rural market scenario and the efforts of the marketers to
convert low involvement products to higher involvement products by
increased product features, arrival of large number of brands with
differential prices, discounts, incentives etc. rural consumers are more
conscious towards product choice. Thus, even for consumer non-
durables consumers’ involvement become very high. This calls for the
need for understanding the rural consumer and monitoring of consumer
purchases and use behaviour to avoid surprises. Thus this chapter is
focused on the consumer behaviour towards non-durable products.
For the purpose of the study ten products – two each from five
categories of consumers non durables viz. food items (rava, wheat
flour) Toiletries (Bath soap and toothpaste) Beverages (tea, coffee)
processed fruits and vegetables (jam and pickles) and edible oil
(Coconut oil and Palm oil) were selected. The chapter is divided to
three sections viz. Pre purchase behaviour, Purchase behaviour and
Post purchase behaviour.
Before the analysis of the pre purchase, purchase and post
purchase behaviour it is worthwhile to know the number of users of the
selected non-durables among the respondents of the three regions
selected for the study. Table 5.1 represents the number of users of the
10 selected items
139
5.2 USERS OF SELECTED CONSUMER NON-DURABLES
Table 5.1 Number of users of non-durables
Figures in percentages
No. of users
Item South zone N=100
Central zone
N=100
North zone N=100
Total
N=300
Rava 95 52 83 (77)
Wheat flour 96 69 85 (83)
Bath soap 100 100 100 (100)
Toothpaste 100 94 100 (98)
Tea 100 95 100 (98)
Coffee 42 65 96 (68)
Jam 26 57 74 (52)
Pickles 100 82 100 (94)
Coconut oil 100 100 100 (100)
Palm oil 85 61 65 (73)
Source : Primary data
It can be noticed from the table that 77 per cent of the total
respondents were the users of rava and it can also be noticed that the
respondents using rava was less in the case of central zone area i.e.,
only 52 percent. Further 83 percent of respondents were using wheat
flour and the usage of wheat flour is comparatively less in the case of
central zone. Table 5.1 also revealed that the items like toothpaste,
bath soap and coconut oil etc. were used by almost all selected
consumers. However jam is used by only 52 percent of the
respondents. Among these only 26 percent of the south zone
consumers were using it and that comes to 57 and 74 percent in
140
Central zone and North zone respectively. It is also vivid from the table
that 73 percent of the respondents were using palm oil. The reasons
behind the differences in the usage pattern may be due to the
availability of the items or the differences in the taste and preference of
the respondents.
5.3 PRE PURCHASE BEHAVIOUR TOWARDS CONSUMER NON- DURABLES
Every consumer before purchase perceives his need satisfying
capacity for the product. Stereotype rural consumer behaviour is
absent nowadays and this creates problems and opportunities for the
market. For the purchase of non-durables, consumers may not engage
in extensive market search or decision-making process when compared
to the durable products. However, with the increased number of
products and the brands and products with diversified product features,
it becomes the need of the hour to understand the changing pre
purchase behaviour towards non-durables. Therefore, pre purchase
behaviour towards consumer non durables is analysed by considering
the variables like decision maker, brand awareness and source of
awareness. Analysis with respect to 3 zones was made in the following
sessions.
Decision makers
The decision upon what to purchase, how, when and the brand
choice etc. has an impact to the marketers. In the traditional scenario
decision-making on a purchase was limited to the male heads of
households. An increase in the rural literacy coupled with greater
access to information has resulted in the involvement of other members
of the family in the decision making process. To analyse whether there
is any change from the traditional way in deciding upon the purchase of
non-durables was made here and the results presented in tables 5.2,
5.3, 5.4, 5.5.
141
Decision Makers (South zone)
Table 5.2 exhibits the results of south zone consumers with
respect to decision maker.
Table 5.2 Decision makers for the purchase of consumer non durables in South Zone
(Figures in percentage)
Products
Father
Mother
Children
Father and
Mother
Joint
Others
Total
Food items 12 34 -- 54 -- -- 100
Toiletries 18 21 8 35 18 -- 100
Beverages 15 36 4 37 8
-- 100
Processed fruits and vegetables
18 26 14 -- -- 42 100
Edible oil 15 64 -- 21 -- -- 100
Source : Primary data
It is observed from the table that decisions regarding the
purchase of majority of the selected non durables is taken by father
and mother together followed by mother alone. It can be further noted
that children had no role in the decision-making.
Decision Makers (Central zone)
The decision maker with respect to selected non-durables of
central zone consumers are depicted in table 5.3
142
Table 5.3 Decision makers for the purchase of consumer non durables in central zone
(Figures in percentage)
Products
Father
Mother
Children
Father and
Mother
Joint
Others
Total
Food items
23 28 -- 49 -- -- 100
Toiletries 29 18 12 36 5 -- 100
Beverages 28 21 -- 42 9 -- 100
Processed fruits and vegetables
31 23 24 4 18 -- 100
Edible oil 22
36
--
42
-- -- 100
Source : Primary data
It was clear from the table that except for processed fruits and
vegetables the joint decision of father and mother dominate over other
categories. For processed fruits and vegetables twenty four per cent of
the decisions are taken by children because jam is preferred mainly by
children. Moreover in the case of toiletries and beverages ‘father
alone’ dominated over ‘mother alone’. Joint decision of family
members is limited in all cases.
Decision makers (North zone)
Table 5.4 presents the decision maker in the case of North
zone.
143
Table 5.4 Decision maker for the purchase of consumer non durables in north zone
(Figures in percentage)
Non
durables
Father
Mother
Children
Father and
Mother
Joint
Others
Total
Food items 32 26 4 38 -- -- 100
Toiletries
40 21 12 20 7 -- 100
Beverages
28 36 -- 24 12 --
100
Processed fruits and vegetables
30 27 10 28 5 -- 100
Edible oil
17
72
--
7
4
--
100
Source : Primary data
It was clear from the table that for food items decisions were
taken mainly by father and mother combined (38 per cent) followed by
father alone (32 per cent) and mother alone (26 per cent). With
respect to toiletries father dominate over other decision makers.
However, for beverages and edible oil, mother dominates over other
categories. The joint decisions of the family was almost absent in all
cases.
A comparison of the selected three regions revealed certain
similarities and differences. It can be observed that the decision maker
on purchase is almost similar in the case of south and central zones.
Further it is noted that the role of children in the decision making
process was negligible and the joint decision of father and mother was
more in these regions. With respect to north zone the role of father
alone is more than other categories.
144
An over all analysis of the Decision maker is shown in Table 5.5.
Table 5.5 Decision makers in the purchase of non durables among total respondents
(Figures are in percentage)
Non
durables
Father
Mother
Children
Father
and
Mother
Joint
Others
Total
Food items 67 88 4 141 -- -- 300
Toiletries 87 60 32 91 30 -- 300
Beverages 71 93 4 103 29 -- 300
Processed
fruits and
vegetables 79 76 48 32 23 42 300
Edible oil 54 172 -- 70 4 -- 300
Source : Primary data
Table 5.5 revealed that except in the case of processed fruits
and vegetables joint decision of father and mother dominated over
other categories. The second category in the purchase decision of
toiletries and processed fruits and vegetables are father alone whereas
for food items beverages and edible oil mother alone. Children played
a major role in the purchase decision of toiletries (32 percent) and
processed fruits and vegetables (48 percent). The increasing role of
women in the decision making of the purchase of non-durables is also
pointed out by Venkateshwaralu and Rao (2000)1 as they opined that
the role of women in decision making for consumer non-durables is
high and in the case of durables husband and wife decide together.
145
Table 5.6 Brand Awareness towards non durable products
(Figures in percentage) Brand Awareness
Product Awareness SZ
N=100 CZ
N=100 NZ
N=100 Total
N=300
Rava 78 20 93 191
Wheat flour 82 54 95 231
Bath soap 100 100 100 300
Toothpaste 100 100 100 300
Tea 92 100 100 292
Coffee 58 100 97 165
Jam 48 37 89 174
Pickles 25 28 96 149
Coconut oil 28 36 90 128
Palm oil 18 28 94 146 Source : Primary data
Table 5.6 revealed that there were differences in the awareness
level of the consumers as products differ. Moreover variations can be
noticed with respect to 3 zones also. For the products like bath soap,
toothpaste and tea the awareness level was very high as it is evident
from the table that around hundred per cent of the consumers were
aware about at least some brands of the products. It is due to the fact
that these are mainly branded products and the number of consumers
using the packed branded products were also high in this case (refer
table 5.11).
In the case of ‘rava’ brand awareness was high in North zone
and South zone i.e. 93 and 78 percent respectively and very low in
Central zone (20 per cent). It can be related to the small number of
users of rava in Central zone and those who were using branded ‘rava’
is also less (refer table 5.12). Further, it can be noticed from the table
146
that brand awareness with respect to products like coffee, jam, pickle
and coconut oil is below 50 percent in both central and south zones.
On the other hand, high awareness was recorded in the case of North
zone. The users of packed branded products for all selected items
were high in North zone. Branded products are advertised heavily and
thereby increasing the awareness among rural consumers.
An analysis of the total selected consumers revealed that,
brand awareness towards bath soap, toothpaste and tea was very high.
In the cases of tea, pickle, coconut oil and Palm oil the level of
awareness was below 50 per cent only.
It can be observed from the above analysis that there is a
positive relation between the number of brand aware consumers and
users of packed branded products. It highlights the fact that the
consumers will take care to search the brands only when they are
using a branded item. For the purchase of non durable items they may
not care about the advertisement and other promotional strategies.
Media selection for advertisement is also acted as a barrier to create
awareness. Therefore the marketers while promoting their brands
against their competitive brands should be capable of framing
promotional strategies to shift the consumers from the use of loose and
unbranded form of products to branded form of products without much
difference in the price of the product.
Sources of Awareness
This part of the study dealt with identifying the various sources
of awareness about the brands of selected consumer non-durables. It
will help to examine how far the different promotion media reach rural
consumers and whether the consumers are informed about the brand
through word of mouth, which is the existing traditional source of
information for rural consumers. For the purpose of the study
respondents are asked to identify different Medias like print &
147
electronic, retailers, word of mouth etc. The region wise analysis with
respect to this is shown in tables 5.7, 5.8 and 5.9.
Source of Awareness (South zone)
Table 5.7 represents the sources of awareness of south zone.
Table 5.7 Sources of awareness about the brands of consumer non-durables in South Zone
Item No. of respondents AP EM WM Re Different
sources
Rava 78
12 (15) -- 23
(29) 43
(56) --
Wheat flour 82 15 (22)
7 (8)
26 (32)
25 (30)
9 (12)
Bath soap 100 27 (2)
55 (55)
10 (10) -- 18
(18)
Toothpaste 100 10 (10)
51 (51)
26 (26)
5 (5)
8 (8)
Tea 92 25 (27)
47 (51)
6 (7)
3 (3)
11 (12)
Coffee 58 12 (20)
30 (52) -- 12
(20) 4
(18)
Jam 48 20 (42)
24 (50) -- 4
(8) --
Pickles 25 4 (15) - 11
(45) 10
(40) --
Coconut oil 28 5 (19)
23 (81) -- -- --
Palm oil 18 -- -- 3 (17)
15 (83) --
Figures in brackets indicate percentages. Source : Primary data.
AP – Advert in Print media EM – Electronic Media WM – Word of Mouth Re – Retailers.
It is clear from the table that majority of the consumers gathered
information from electronic media except for the items like rava, wheat flour
and pickles. For these items print media or word of mouth acted as a source
of awareness. It can be also noticed that a significant number of
respondents sought information from different sources simultaneously.
148
Sources of Awareness of Central Zone
The sources of awareness of central zone consumers
presented in table 5.8
Table 5.8 Sources of awareness about the brands of consumer non-durables in central zone
Source Item
AP
EM
WM
Re
Different sources
Total responses
Rava - - 4
(20) 16
(80) - 20 (100)
Wheat flour
6 (11)
11 (20)
18 (34)
4 (7)
15 (28)
54 (100)
Bath soap
12 (2)
30 (30)
14 (14)
5 (5)
39 (39)
100 (100)
Toothpaste
5 (5)
30 (30)
12 (12)
6 (6)
47 (47)
100 (100)
Tea
18 (18)
24 (24)
15 (15)
4 (4)
39 (39)
100 (100)
Coffee
20 (20)
24 (24)
15 (15)
4 (4)
37 (37)
100 (100)
Jam - 22
(59) 11
(29) 4
(12) - 37 (100)
Pickles - 9;(32) 11
(39) 8
(29) - 28 (100)
Coconut oil
6 (17)
4 (11)
12 (33)
8 (22)
6 (17)
36 (100)
Palm oil
5 (18) - 3
(11) 5
(18) 15
(54) 28
(100) Figures in brackets indicate percentages. Source : Primary data.
It is observed from the table that, for majority of the selected non-
durables electronic media acted as the main source of awareness. However in
case of items like rava, wheat flour, pickle and palm oil, word of mouth was the
main source of awareness. For pickle and wheat flour, relatives or the point of
purchase played a good role in providing information.
Sources of Awareness (North Zone)
Table 5.9 revealed the results of the survey of north zone
consumers with respect to source of awareness.
149
Table 5.9 Sources of awareness about the brands of consumer non-durable in north zone.
Item No. of
respondents
AP
EM
WM
Re Different sources
Rava 93 20 (27) -- 21
(23) 27
(29) 25
(27)
Wheat flour 95 14 (15)
7 (7)
29 (30)
31 (32)
14 (15)
Bath soap 100 16 (16)
55 (55)
28 (18)
10 (10)
21 (21)
Toothpaste 100 28 (8)
59 (59)
4 (4)
10 (10)
19 (19)
Tea 100 22 (22)
46 (46)
4 (4)
10 (10)
10 (10)
Coffee 97 4 (4)
13 (13)
28 (29)
24 (25)
29 (30)
Jam 89 5 (6)
56 (63)
16 (18)
12 (13) --
Pickles 96 4 (4)
5 (5)
58 (60)
22 (23)
7 (7)
Coconut oil 96 6 (6)
34 (35)
18 (19)
38 (39) --
Palm oil 94 -- -- 29 (31)
65 (69) --
Figures in brackets indicate percentages. Source : Primary data.
Table 5.9 revealed that except for rava and pickles electronic
media acted as major source of awareness. In the case of rava, retailers
were the major source and for pickle it is ‘word of mouth.’ Thus it can be
inferred from the table that majority of the consumers of all the regions
depend mainly on electronic media as source of information for majority of
selected items. Much difference cannot be noticed among the regions. It
is due to the fact that the strategies followed by the marketers were
common to all rural areas. The study conducted by Nandakumar and
Chinnayya (2003)2 also confirmed this results.
150
Table 5.10 Sources of awareness about the brands of non-durables of the total respondents
Item
Total
respondents
AP
EM
WM
Re
Different sources
Rava
191 32 (18)
-- 48 (27)
110 (62.5)
29 (16)
Wheat flour
231 41 (19)
66 (30)
86 (40)
66 (30)
38 (18)
Bath soap
300 45 (15)
130(60)
48 (16)
17(6) 75 (25)
Toothpaste
300 23 (8)
136(5)
42 (14)
26 (9)
73 (24)
Tea
292 56 (19)
123(42)
26 (10)
27 (9)
60 (21)
Coffee
255 40 (16)
99 (39)
38 (15)
48 (19)
63 (25)
Jam
174 20 (13)
87 (56)
10 (6)
34 (22)
--
Pickles
149 24 (16)
20 (13)
56 (38)
42 (28)
27 (18)
Coconut oil
128 11 (7)
77 (50)
12 (8)
42 (27)
12 (8)
Palm oil
146 5 (5)
102(95)
12 (11)
75 (70)
15 (14)
Figures in brackets indicate percentages. Source : Primary data Note : AP Advertisement through print media EM Advertisement through electronic media WM word of mouth Re Retailers
5.4 PURCHASE BEHAVIOUR OF RURAL CONSUMERS TOWARDS CONSUMER NON-DURABLES
Consumer behaviour is an integral part of human behaviour
which refers to the act of consuming or using a product or service.
Before making actual purchase of a product, a buyer may undergo a
decision processing stage as explained in the previous session, to
collect information about the product, available sources, brands of
151
products, price, quality, durability shelf life and so on. This decision
making behaviour normally varies from consumer to consumer. In the
case of consumer non durables routine decision making behaviour is
normally adopted as it is usually found in the case of frequently
purchased and low cost items. After having a pre purchase decision
making process consumers will exhibit the purchase behaviour. This
session deals with the purchase behaviour of rural consumers with
respect to consumer non durables.
The purchase behaviour of rural consumers were analysed by
taking the variables like preferred form of purchase, source of
purchase, mode of purchase, currently using brand, preference towards
package size and its reasons thereof. Percentage analysis was used
to assess the variables.
Forms of consumption of selected non durables
Non durables are available in different forms and in different
brands to consumer; be in loose forms which we can buy in our desired
quantity and at comparatively low price as no packaging charge is
there; or it can be available in packed form with branding and without
branding or certain products are made at home itself for consumption.
There are persons having exclusive preferences for packed items
either branded or non-branded due to the convenience in handling or to
have easy delivery etc. In certain cases consumers prefer the products
in loose form so as to purchase it at lesser price and in required
quantity based on their purchasing power. The awareness regarding
the form of consumption has an impact on the market of these
products. The decisions upon the forms that are to be sold in the
market depend upon the preferences of consumers towards a particular
form. Therefore an analysis was made to know the preferred form of
consumption of the selected non-durables in the selected zones of
Kerala and presented in the following sessions.
152
South Zone Table 5.11 reveals the forms of purchase of the selected non-
durables in South zone.
Table 5.11 Forms of purchase of selected non durables in South
zone
Items
No. of response
Loose form
Packed unbranded
Packed branded
Home made
Rava 95 26 (27)
-- 69 (73)
--
Wheat flour
96 36 (38)
6 (6)
54 (56)
--
Bath soap 100 -- -- 100 (100)
--
Toothpaste 100 -- -- 100 (100)
--
Tea 100 21 (21)
-- 79 (79)
--
Coffee 42 -- -- 42 (100)
--
Jam 26 -- -- 26 (100)
--
Pickles 100 -- -- 24 (24)
76 (76)
Coconut oil
100 76 (76)
-- 24 (24)
--
Palm oil 85 73 (86)
-- 12 (14)
--
Figures in brackets indicate percentages. Source : Primary data
According to table 5.11 majority of the respondents prefer
packed branded form for the purchase of items like rava, wheat flour,
bath soap, toothpaste, tea, coffee and jam whereas for the products
like Pickles, Coconut oil, Palm oil etc. they preferred loose unbranded
form. It can be also noticed from the table that for pickle majority
preferred to make it at home. It is observed that cheapness and belief
in quality and health factors are the reasons behind the use of home
made pickle.
153
Central Zone
Preferred forms of purchase of central zone consumers were
depicted in Table. 5.12
Table 5.12 Forms of consumption of consumer durables in
central zone
Item No. of response
Loose form
Packed unbranded
Packed branded
Home made
No specific
form Rava 52 28
(54) 15
(29) 9
(17) --
--
Wheat flour
69 13 (11)
18 (29)
28 (41)
--
10 (14)
Bath soap 100 -- 7 (7)
93 (93)
--
Toothpaste 94 -- -- 94 (100)
--
Tea 95 23 (24)
14 (15)
58 (55)
--
--
Coffee 65 -- 16 (25)
49 (75)
--
--
Jam 57 -- -- 57 (100)
--
Pickles 82 -- 28 (34)
12 (15)
42 (51)
Coconut oil
100 58 (58)
-- 26 (58)
16 (58)
Palm oil 61 51 (75)
-- 10 (25)
--
--
Figures in brackets indicate percentages. Source : Primary data
From the survey, as shown in table 5.12 it is inferred that majority
of the consumers preferred packed branded products for the non durables
like, wheat flour, toothpaste, bath soap, tea and coffee. On the other
hand for rava, coconut oil and palm oil they preferred loose form and for
Pickle majority preferred home made. It can be also inferred from the
table that a noticeable percentage of users of pickle, rava, wheat flour
and tea also preferred packed unbranded form. The main reason behind
this is the low price of the products while compared to the branded form.
154
Normally packed unbranded products will be available at a low cost than
the branded products.
North Zone
The forms of purchase of north zone consumers were exhibited
in table 5.13.
Table 5.13 Forms of consumption of selected non-durables in
north zone
Item
No. of responde
nts
Loose unbranded
Packed unbranded
Packed branded
Home made
No specific
form Rava 83
23
(28) 1
(1) 59
9710 - 8
(10) Wheat dlour 85
9
(11) 1
(1) 75
(88) - -
Bath soap 100
-- - 100 (100)
- -
Toothpaste 100
-- - 100 (100)
- -
Tea 100
16 (16)
8 (8)
71 (71)
- 5 (5)
Coffee 96
9 (9)
- 66 (69)
21 (22)
-
Jam 74
-- - 74 (100)
- -
Pickles
100 -- 6 (6)
32 (32)
62 (62)
-
Coconut oil 100
16 (16)
- 52 (52)
22 (22)
-
Palm oil 65
12 (18)
- 53 (82)
- -
Figures in brackets indicate percentages. Source : Primary data
According to table 5.13 it is clear that preferences towards
packed branded form was more in almost all non-durables except for
pickle for which similar to other zones, home made Pickle was
preferred by the respondents. It was further observed from the table
that loose form of rava and tea were preferred by 28 and 21 percent of
consumers respectively.
Thus it can be inferred that in all regions for the products like,
rava, wheat flour, bath soap, toothpaste, tea and coffee, the preference
155
was for packed brand form. It is due to the fact that the above items
are mainly and easily available in branded form. Further it can be
noticed that all the regions consumers preferred pickle to be made at
home. It may be because of the fact that it is easy to prepare at low
cost subjected to individuals taste and can assure the quality of the
product.
An over all picture of the consumer preferences towards a
particular form is presented in table 5.14.
Table 5.14 Forms of consumption of consumer durables (Total)
Item No. of respondents
Loose unbranded
Packed unbranded
Packed branded
Home made
No specific
form Rava 230 69
(30) 16 (7)
137 (60)
- 8 (3)
Wheat flour
250 58 (23)
25 (10)
157 (63)
- 10 (4)
Bath soap 300 - 7 (2)
293 (98)
- -
Toothpaste 294 - - 294 (100)
- -
Tea 295 60 (20)
22 (7)
208 (71)
- 5 (2)
Coffee 203 9 (4)
16 (8)
157 (78)
21 (10)
-
Jam 157 - - 157 (100)
- -
Pickles 282 - 34 (12)
68 (24)
180 (64)
-
Coconut oil
300 150 (50)
- 112 (37)
38 (13)
-
Palm oil 211 127 (60)
- 74 (36)
- -
Figures in brackets indicate percentages. Source : Primary data.
It can be observed from the table that, except for pickle,
coconut oil, and palm oil majority of the people preferred packed
branded form because of the belief in quality and easy handling though
it is costly. It can be further noticed from the table that, for bath soap,
toothpaste and jam almost cent per cent of the consumers preferred
156
packed branded form. The reason behind this is the non-availability of
other forms of these items. For coconut oil and palm oil majority
preferred loose form mainly because of the high price difference
between packed branded and loose forms. The demand for packed
and branded pickle is less in rural areas as evident from the table that
majority of the respondents preferred home made Pickle.
The above analysis will shed light on certain aspects to
marketers as to minimise the price differences between branded and
unbranded items in the market so that the rural consumers may be
more attracted towards branded products considering the belief in
quality. For pickles, the marketers should capture the market in rural
areas by making more advertisement and ensuring the quality of the
product. Karunakaran (1993)3 pointed out that income and improved
awareness have made village level farmers seek a better quality of life.
There is also more loyalty to brand names. Thus it can be concluded
that rural consumers are now willing to innovate and experiment with
new ideas and products.
Reasons for preferring a particular form of non-durables
As it is evident from the previous analysis that consumers like
to purchase the products either in loose, packed, branded or non-
branded form. In order to identify the reasons behind this behaviour
consumers were interviewed. The results of the various zones are
represented in the forth-coming tables.
157
South zone
Table 5.15 Reasons for preferring a particular form of non-
durables (South zone)
item Health factors
Convenient packing Quality Economy
in cost Correct weight
Easy avail-ability
Total
Rava
16 (17)
7 (7)
12 (13)
31 (33)
2 (2)
27 (28)
95 (100)
Wheat flour
28 (29)
14 (15)
22 (23)
18 (19)
4 (4)
10 (10)
96 (100)
Bath soap
12 (12)
18 (18)
24 (24)
3 (3)
- 43 (43)
100 (100)
Toothpaste
14 (14)
- 31 (31)
7 (7)
- 48 (48)
100 (100)
Tea
8 (8)
3 (3)
36 (36)
18 (18)
7 (7)
28 (28)
100 (100)
Coffee
2 (5)
5 15 (36)
9 (21)
- 11 (26)
42 (100)
Jam
Nil - - - - 26 (100)
26 (100)
Pickles
38 (38)
- 62 (62)
- - - 100 (100)
Coconut oil
14 (14)
9 (9)
15 (15)
28 (28)
2 (2)
32 (32)
100 (100)
Palm oil
Nil 12 (14)
- 35 (41)
- 38 (45)
85 (100)
Figures in brackets indicate percentages. Source : Primary data.
Table 5.15 revealed that in the south region majority of the
consumers rated easy availability as the main reason for preferring a
specific form of bath soap, toothpaste Jam, coconut oil and palm oil. In
the case of rava reasonable in cost was the main reason. Further it
can be noticed from the table that quality dominates more in the case
of wheat flour, tea, coffee and pickles. Health factors were also
considered while preferring a specific form of wheat flour and pickles
by rural consumers.
158
Central Zone
Table 5.16 Reasons for Preferring a particular form of non-
durables (Central zone)
Item Health factors
Convenient packing Quality
Economyin cost
Correct weight
Easy avail-ability
Total
Rava
11 (21)
3 (6)
12 (23)
16 (31)
- 10 (19)
52 (100)
Wheat flour
8 (12)
4 (6)
18 (26)
22 (32)
3 (4)
14 (20)
69 (100)
Bath soap
-- -- -- 7 (7)
- 93 (93)
100 (100)
Toothpaste
19 (20)
-- 24 (26)
-- - 51 (54)
94 (100)
Tea
10 (11)
12 (13)
36 (38)
24 (25)
- 13 (13)
95 (100)
Coffee
-- -- 41 (63)
14 (22)
- 10 (15)
65 (100)
Jam
-- 18 (32)
-- -- - 39 (68)
57 (100)
Pickles
7 (9)
-- 41 (56)
13 (16)
- 21 (25)
82 (100)
Coconut oil
-- 26 (26)
10 (10)
50 (50)
- 14 (14)
100 (100)
Palm oil
-- -- 12 (26)
- 49 (80)
61 (100)
Figures in brackets indicate percentages. Source : Primary data
An analysis of the Central Zone is depicted in Table 5.16. It is clear
from the table that the form of consumption of rava, Wheat flour and
Coconut oil mainly depend on the economy in cost. For the items like Bath
soap, Toothpaste, Palm oil, Jam and Pickle easy availability was the main
reason. It can be further noticed that for Tea and Coffee ‘quality’ was the
major consideration for majority of the respondents.
159
North zone
Table 5.17 Reasons for Preferring a particular form of non-durables(north zone)
item
Health factors
Convenient packing Quality Economy
in cost Correct weight
Easy avail-ability
Total
Rava
13 (16)
6 (7)
4 (5)
25 (30)
6 (7)
29 (35)
83 (100)
Wheat flour
20 (24)
7 (8)
8 (9)
22 (26)
2 (2)
26 (31)
85 (100)
Bath soap
16 (16)
12 (12)
13 (13)
20 (20)
- 39 (39)
100 (100)
Toothpaste
18 (19)
11 (11)
27 (29)
- - 48 (51)
100 (94)
Tea
8 (8)
3 (3)
36 (36)
20 (21)
- 28 (13)
100 (100)
Coffee
2 (8)
5 (12)
15 (36)
9 (21)
- 11 (26)
42 (100)
Jam
- - - 35 (48)
- 39 (52)
74 (100)
Pickles
38 (7)
- 62 (41)
13 - - 100 (100)
Coconut oil
14 (14)
9 (9)
15 (15)
28 (28)
- 32 (32)
100 (100)
Palm oil
- 12 (14)
- 35 (41)
- 38 (45)
85 (100)
Figures in brackets indicate percentages. Source : Primary data
As depicted in table 5.17 the reasons for preferring a particular
form of selected non durables vary with respect to products. Easy
availability was considered as the major reason for preference in the
case of majority of the selected products except pickle and palm oil.
For pickle “quality” is considered most and for Palm oil both quality and
economy in cost taken into consideration.
From the above analysis it can be inferred that the reasons for
preferring a particular form was almost similar in 3 regions. Availability
factor dominates more in the case of majority of the products by
majority of the consumers. In northern region ‘easy availability’ was
the major consideration for selecting a particular form. It is observed
160
that in this region the distance between one shop is far away from
other and thus to purchase from the nearest shop based on availability
of products.
An overall analysis was also made for identifying the reasons
behind the preference towards a particular form and exhibited in table
5.18.
Table 5.18 Reasons for Preferring a particular form of non-durables by
Total rural households
item
Health factors
Convenient packing
Quality
Economyin cost
Correct weight
Easy avail-ability
Total
Rava
40 (17)
16 (7)
28 (12)
72 (31)
8 (3)
66 (20)
230 (100)
Wheat flour
56 (22)
25 (10)
48 (19)
62 (35)
9 (4)
50 (20)
250 (100)
Bath soap
28 (9)
30 (10)
37 (12)
30 (10)
- 175 (5)
300 (100)
Toothpaste
51 (17)
11 (4)
71 (24)
26 (9)
- 135 (46)
294 (100)
Tea
26 (9)
28 (10)
94 (32)
68 (23)
7 (2)
72 (24)
295 (100)
Coffee
15 (7)
16 (8)
77 (38)
45 (22)
- 50 (25)
203 (100)
Jam
14 (9)
21 (13)
16 (10)
18 (12)
39 88 56)
157 (100)
Pickles
61 (22)
9 (3)
137 (49)
30 (10)
- 45 (16
282 (100)
Coconut oil
37 (12)
25 (8)
77 (26)
87 (29)
2 (1)
72 (24)
300 (100)
Palm oil
12 (6)
18 (9)
16 (7)
63 (30)
- 102 (48)
211 (100)
Figures in brackets indicate percentages. Source : Primary data
It was clear from the table that ‘economy in cost’ was identified by
majority of the consumers in the case of rava, wheat flour and coconut oil. In the
case of bath soap, toothpaste, jam and palm oil ‘easy availability’ was the major
reason pointed out by rural consumers. ‘Belief in Quality’ was the reason behind
the purchase of tea, coffee and pickles.
161
From the above analysis it can be inferred that the preference towards
loose form was more in the case of rava, wheat flour and coconut oil because the
price difference was much more between the loose and branded forms of these
items. It was also observed that although loose form of tea and coffee were
available at low price from the market, the customers believe that the quality of
these products is inferior to branded items. Therefore majority of the selected
customers prefer to buy branded items. This implies that consumers were not
ready to sacrifice the quality of the product and they were ready to pay high price
for it.
5.1.1 Mode of purchase
Mode of purchase is a variable which determines the purchase
behaviour of consumers. A consumer may purchase a product either on
credit or by paying lump sum at the time of purchase. The decisions
regarding the mode of purchase have a relation with the source of purchase
also. Mode of purchase of a buyer is normally determined by the level of
income, frequency of earning, the occupation, sources of purchase and so
on. The mode of purchase has implications to retailers so as to decide upon
the sales strategies in rural areas.
Table 5.19 depicts the preferred mode of purchase of the
respondents of the three selected regions.
162
Table 5.19 Mode of purchase of consumer non durables by selected rural households
South zone Central zone North zone Total Items Cash Credit Total Cash Credit Total Cash Credit Total Cash Credit Total Rava
29 (31)
66 (69)
95 (100)
32 (62)
20 (38)
52 (100)
54 (65)
29 (35)
83 (100)
115 (50)
115 (50)
230 (100)
Wheat flour
30 (31)
66 (69)
96 32 (41)
27 (39)
69 (100)
53 (62)
32 (38)
85 (100) (100)
151 (60)
99 (40)
250 (100)
Bath soap 30 (30)
70 100 (100)
54 (54)
46 (46)
100 (100)
58 (58)
42 (70) (42)
100 (100)
142 (47)
158 (53)
300 (100)
Toothpaste 30 70 100 54 40 (43)
94 (100)
58 (58)
42 (42)
100 (30) (70) (100) (57) (100)
142 (48)
152 (52)
294 (100)
Tea
30 (30)
70 (70)
100 (100)
60 (63)
35 (37)
95 (100)
58 (58)
42 (42)
100 (100)
148 147 (50)
295 (100) (50)
Coffee 15 (36)
27 (64)
42 (100)
42 (65)
23 (35)
65 (100)
54 (62)
42 (38)
96 (100)
111 (55)
92 (45)
203 (100)
Jam
26 (100)
-- 26 (100)
45 (79)
12 (21)
57 (100)
59 (80)
15 (20)
74 (100)
130 (83)
27 (17)
157 (100)
Pickles
24 (100)
-- 24 (100)
18 (45)
22 (55)
40 (100)
33 (87)
5 (13)
38 (100)
75 (74)
27 (26)
102 (100)
Coconut oil
28 (28)
72 (72)
100 (100)
32 (43)
42 (57)
74 (100)
54 (54)
46 (46)
100 (100)
114 (38)
185 (52)
300 (100)
Palm oil
13 (15)
72 (85)
85 (100)
20 (33)
41 (67)
61 (100)
33 (51)
32 (49)
65 (100)
66 (31)
145 (69)
211 (100)
Figures in brackets indicate percentages. Source : Primary data
163
It can be noted from the table that in the south zone majority of
the selected consumers preferred credit purchase of almost all selected
non durables. However in the case of jam and pickle hundred percent
of them preferred cash purchase. It is observed that number of buyers
of Pickle and jam (table 6.19) is limited to 26 and 24 percent of the
total respondents of south zone. Moreover they purchase these items
rarely and not alone with other non durables. It can be further noted
that the majority respondents of this region depend on general
provision store (see table 5.20) as their source of purchase. Credit
facility is extended by these shops to their customers.
The purchase behaviour with respect to mode of purchase of
central zone consumers revealed that majority of them (around 60 percent)
preferred cash purchase to credit purchase except in the case of coconut
oil and Palm oil for which credit purchase is preferred by them. It is
observed that in the ‘Monady village’ (Trichur region) a Maveli store is
functioning and the respondents preferred to purchase non durable items
from this shop since the price charged is comparatively low here. But this
shop is not providing credit facility. This may be the reason for the small
preference for credit purchase by the consumers in this region. In the case
of edible oil, loose form is available only in the general provision store from
where they can purchase for credit.
Table 5.19 also exhibits the mode of purchase of north zone
consumers. It is clear from the table that most of the consumers prefer
cash purchase for all selected non-durables. The economic profile of
the respondents of this region revealed that their income level is high
when compared to the respondents of other regions. Moreover, they
like to purchase once or twice in a month as and when income is
generated.
164
An overall analysis of the mode of purchase revealed that
almost equal percent of consumers preferred cash and credit purchase.
However for the non-durables like Jam and Pickle, the cash purchase
is more.
The above analysis highlights the fact that pattern of purchase
due to the increase in the level of income and proximity to different
sources of purchase, rural consumers are preferred to shift from
general provision stores to other super markets or margin free shops.
These shops are not providing credit facilities to the consumers.
Sources of purchase of Consumer non-durables
`An analysis of the sources of purchase is important because
the marketers have to decide their distribution outlets accordingly. The
competition with respect to different product features, size of packing,
taste and availability of various brands of the same products forced the
marketers to choose the suitable and appropriate distribution network
for non-durables also. As against 1980’s, a number of shops, both
private and public are established in villages for serving the
consumers. For example in addition to the General provision stores,
which were the only source of purchase of rural consumers, today
stores, Margin free shops of Consumer guidance societies and Private
margin free super markets are also found in villages. Now rural
consumers are having large number of shops for their choice. For the
purpose of analyzing the different sources of purchase consumers were
asked to list out their sources of purchase and the results are
presented in tables 5.20, 5.21 and 5.23.
165
Table 5.20 Sources of Purchase of Sample households of South Zone
items GP SM WS MF Others
(R.S.) Total
Rava 59 (71)
18 (22)
1 (1)
3 (4)
2 (2)
83 (100)
Wheat flour 59 (69)
20 (23)
1 (1)
3 (4)
2 (2)
85 (100)
Bath soap 71 (71)
18 (18)
3 (3)
6 (6)
2 (2)
100 (100)
Toothpaste 71 (71)
18 (18)
3 (3)
6 (6)
2 (2)
100 (100)
Tea 71 (71)
18 (18)
3 (3)
6 (6)
2 (2)
100 (100)
Coffee 57 (76)
8 (11)
3 (4)
6 (8)
1 (1)
75 (100)
Jam 2 (3)
52 (70)
- 20 (27)
- 74 (100)
Pickles 6 (16)
6 (16)
- 20 (52)
6 (16)
38 (100)
Coconut oil 25 (32)
22 (28)
- 31 (40)
- 78 (100)
Palm oil 26 (40)
18 (28)
- 21 (32)
- 65 (100)
Figures in brackets indicate percentages. Source : Primary data GP = General Provision Store SM = Super Markets WS = Wholesales MS = Maveli Store MF = Margin Free Shops O = Others It can be noticed from the table that rural consumers were mainly
depending on ‘General provision Stores’ for majority of the selected items
except for jam and pickles for which they depend on margin free shops. It is
due to the fact that, these two items (jam and pickle) are not fast moving
when compared to other non-durables. Therefore the availability of such
items may be limited in General provision Stores. Moreover it is also
observed that the use of jam and branded pickle were concentrated among
the employed group. Table further revealed that rural consumers were also
preferring purchased from supermarkets, though they are far away from their
villages.
166
Central Zone
Table 5.21 Sources of purchase of sample households of central zone
items GP SM MS MF Others (R.S.)
Total
Rava 24 (46)
12 (23)
5 (10)
11 (21)
52 (100)
Wheat flour 24 (35)
12 (17)
27 (39)
5 (7)
1 (1)
69 (100)
Bath soap 35 (35)
16 (16)
8 (8)
29 (29)
12 (12)
100 (100)
Toothpaste 35 (35)
16 (16)
8 (8)
29 (29)
12 (12)
94 (100)
Tea 35 (37)
6 (6)
16 (17)
27 (28)
10 (11)
95 (100)
Coffee 37 (57)
4 (6)
16 (25)
8 (12)
- 65 (100)
Jam 46 (71)
15 (23)
21 (22)
- - 57 (100)
Pickles 18 (32)
10 (17)
- 29 (51)
- 40 (100)
Coconut oil 26 75)
5 (13)
- 5 (6)
11 (13)
84 (100)
Palm oil 13 (21)
2 (3)
33 (59)
8 (13)
61 61 (100)
Figures in brackets indicate percentages. Source : Primary data.
It is clear from table 5.21 that except for jam the rural
consumers of central zone preferred general provision store. It is
observed from the table that the consumers of Monady village made
the purchases on credit. Since the General provision stores are
providing credit facility they depend, more on them. It is also seen that
the stock of jam is very limited in these shops as it is not a frequently
moving item.
167
North zone Table 5.22 Sources of Purchase of sample household of north zone
Items GP SM WS MF Others Others (R.S.)
Rava 55 (58)
15 (16)
18 (19)
7 (7)
95 (100)
Wheat flour 46 (49)
19 (20)
5 (5)
16 (17)
10 (11)
96 (100)
Bath soap 57 (57)
15 (15)
- 19 (19)
9 (9)
100 (100)
Toothpaste 57 (57)
28 (28)
- 15 (15)
100 (100)
Tea 34 (34)
16 (16)
-- 30 (30)
20 (20)
100 (100)
Coffee 24 (57)
10 (24)
8 (19)
42 (100)
Jam 2 (8)
-- -- 24 (92)
26 (100)
Pickles ----
-13 (40)
-- 14 (51)
27 (100)
Coconut oil 76 (76)
4 (4)
-- 12 (12)
8 (8)
100 (100)
Palm oil 70 (82)
-- -- 15 (18)
85 (100)
Figures in brackets indicate percentages. Source : Primary data.
While looking into the sources of purchase of consumers in
north zone, it is seen that for the purchase of non-durables like rava,
wheat flour, bath soap, toothpaste, tea, coffee and palm oil the
consumers went to General Provision Stores located in their villages. It
may be because of the proximity to the stores and also may be the
credit facility extended by the shopkeepers. For the purchase of jam
majority of them purchased from super markets and for pickle and
coconut oil, they preferred margin free shops than other sources.
When comparing the sources of preference of different zones it can
be noticed that General Provision Store was preferred by the consumers
irrespective of the differences in the region. It is observed that proximity to
the shop and availability of shop are the major reasons behind it. Further it
168
can be noticed that Maveli store is located in the selected panchayat..
Therefore they prefer Maveli store as the only source of purchase. A
noticeable percentage of consumers also preferred super markets and
margin free shops as their source of purchase in all 3 zones. It was
observed that packed branded items of coconut oil, palm oil, jam and pickle
were mainly available in supermarkets.
Overall analysis of sources of purchase
To know the preferred sources of purchase of rural consumers
of Kerala, a consolidated analysis of 3 zones were made and depicted
in Table 5.23.
Table 5.23 Sources of Purchase of total Rural Households
Items GP SM MS WS MF Others Total responses
Rava 138 (60)
45 (20)
-- 1 (1)
26 (11)
20 (8)
230 (100)
Wheat flour
129 (52)
51 (20)
27 (11)
6 (2)
24 (10)
13 (5)
250 (100)
Bath soap
163 (54)
49 (17)
8 (3)
3 (1)
54 (18)
23 (8)
300 (100)
Toothpaste
163 (55)
52 (18)
16 (5)
3 (1)
48 (13)
12 (4)
294 (100)
Tea 159 (53)
38 (13)
16 (5)
3 (1)
44 (15)
35 (12)
295 (100)
Coffee 118 (65)
22 (12)
16 (9)
3 (2)
22 (11)
1 (1)
182 (100)
Jam 22 (14)
62 (39)
-- -- 73 (47)
157 (100)
Pickles 32 (31)
24 (24)
-- -- 38 (37)
8 (8)
102 (100)
Coconut oil
159 (61)
30 (11)
6 (2)
- 48 (18)
19 (8)
262 (100)
Palm oil 109 (52)
20 (9)
33 (5)
- 44 (22)
5 (2)
211 (100)
Figures in brackets indicate percentages. Source : Primary data.
169
As reflected in the analysis of 3 zones, general provision stores
was the mostly preferred sources of purchase for almost all items of
selected non durables except for jam, pickles and palm oil. General
provision stores in rural areas provide credit facility to rural consumers
whereas this facility is not provided by super markets or margin free
shops and not even Maveli stores. Moreover General Provision stores
are situated in local areas and the shop keepers may be personally
known to them.
In the case of supermarkets and margin free shops, they
provide variety of brands of products and displayed them in such a way
that facilitates easy selection. However the proximity to such store will
be less as they are located away from the village areas. The rural
consumers, who require certain products in small quantity and in loose
form considering the price of branded items, may not prefer such
shops. But certain products especially, jam and branded pickles,
coconut oil etc. are available only in such shops. Therefore those who
are having exclusive preference for such branded items may prefer
supermarkets and margin free shops as their sources of purchase.
Frequency of purchase of selected non durables (Region wise)
To study the consumer behaviour especially to know the
purchase behaviour, how often or frequently a consumer purchases the
products and services are also an important aspect. It will help to
understand the purchase pattern and it has some utility to the
marketers and retailers to manage the stock of goods in the shop i.e.
whether the stock position should be high during the first week of a
month or on equal distribution throughout the period and so on.
In the following tables region wise results of the primary survey
with respect to the frequency of purchase of selected durables are
depicted.
170
South zone
Table 5.24 Frequency of Purchase of selected non-durables of
South Zone respondents
Items Once in
a month
Twice ina month
Thrice in
a month
No specific time
Not using
Rava 17 (18)
26 (27)
28 (30)
24 (25)
95 (100)
Wheat flour
27 (28)
24 (25)
31 (32)
14 (15)
96 (100)
Bath soap 32 (32)
16 (16)
34 (34)
18 (18)
100 (100)
Toothpaste 43 (43)
34 (34
18 (18)
5 (5)
100 (100)
Tea 44 (44)
30 (30)
26 (26)
-- 100 (100)
Coffee 30 (71)
12 (29)
-- 42 (100)
Jam 26 (100)
-- 26 (100)
Pickles 24 (100)
-- 24 (100)
Coconut oil
26 (26)
18 (18)
32 (32)
24 (24)
100 (100)
Palm oil 20 (24)
19 (22)
25 (29)
21 (25)
85 (100)
Figures in brackets indicate percentages. Source : Primary data.
It was observed from table 5.24 that in southern region the
frequency of purchase of food items, rava and wheat flour spread
almost equally on the timings selected. However 25 percent of the
consumers have no specific time for purchase. In the case of toiletries
majority of them purchase either once or twice in a month. Similar
result was seen in the case of tea and coffee also. With respect to jam
and pickle, consumers normally prefer to purchase only once in a
month because their quantity requirement is small with respect to these
products.
171
Central Zone
Table 5.25 reveals the frequency of purchase of central zone
consumers.
Table 5.25 Frequency of purchase of selected non-durables
Items Once in a month
Twice in a month
Thrice in a month
No specific
time Total
Rava 38 (23)
14 (27)
2 (4)
8 (15)
52 (100)
Wheat flour
16 (23)
24 (35)
8 (12)
21 (30)
69 (100)
Bath soap 4 (4)
26 (26)
6 (6)
64 (64)
100 (100)
Toothpaste
89 (95)
2 (2)
-- 3 (3)
94 (100)
Tea 11 (12)
27 (28)
36 (38)
21 (22)
95 (100)
Coffee 34 (52)
12 (28)
6 (9)
7 (11)
65 (100)
Jam 9 (16)
10 (18)
-- 38 (66)
57 (100)
Pickles 2 (5)
10 (25)
-- 28 (70)
40 (100)
Coconut oil
7 (8)
3 (4)
15 (18)
59 (70)
84 (100)
Palm oil 5 (8)
6 (10)
2 (3)
48 (79)
61 (100)
Figures in brackets indicate percentages Source : Primary data.
As pointed out in table 5.25, in the case of rava, toothpaste and
coffee majority preferred to purchase once in a month, for wheat flour
preference was for twice in a month and for tea thrice in a month. For
other items like jam, pickle, palm oil and coconut oil, no time
preference for majority of the consumers. They preferred to purchase
in small quantities as and when they required it.
172
North zone
Table 5.26 Frequency of purchase of selected non-durables of north zone respondents
Items Once in a month
Twice in a month
Thrice in a month
No specific time Not using
Rava 31 (37)
30 (36)
18 (22)
4 (5)
83 (100)
Wheat flour
14 (16)
36 (42)
34 (40)
1 (1)
85 (100)
Bath soap 32 (32)
41 (41)
20 (20)
7 (7)
100 (100)
Toothpaste 70 (70)
18 (18)
6 (6)
6 (6)
100 (100)
Tea 77 (77)
11 (11)
7 (7)
5 (5)
100 (100)
Coffee 69 (81)
10 (16)
-- 2 (3)
75 (100)
Jam 63 (85)
6 (8)
-- 5 (7)
74 (100)
Pickles 26 (67)
4 (11)
4 (11)
4 (11)
38 (100)
Coconut oil 45 (58)
17 (22)
15 (19)
1 (1)
78 (100)
Palm oil 51 (78)
10 (15)
4 (7)
- 65 (100)
Figures in brackets indicates percentage to total Source : Primary data. Frequency of purchase of selected non-durables was
depicted in Table 5.26. It is clear from the table that majority of the
consumers preferred to have one time purchase in a month. In the
case of wheat flour they preferred either twice or thrice in a month.
It is inconvenient for them to keep large quantity of wheat flour
without affecting its quality.
Frequency of Purchase (Total)
A picture of the total selected consumers towards their timing of
purchase is exhibited in table 5.27.
173
Table 5.27 Frequency of purchase of selected non-durables of Total Rural Households
Items
Once in a month
Twice in a month
Thrice in a month
No specific
time Total
Rava 86 (37)
70 (30)
38 (17)
36 (16)
230 (100)
Wheat flour 23 (57)
84 (34)
73 (29)
36 (14)
25 (100)
Bath soap 68 (23)
83 (28)
60 (20)
89 (29)
300 (100)
Toothpaste 207 (50)
54 (18)
24 (9)
9 (3)
294 (100)
Tea 132 (45)
68 (23)
69 (23)
26 (9)
295 (100)
Coffee 133 (73)
34 (19)
6 (3)
9 (5)
182 (100)
Jam 98 (62)
16 (10)
- 43 (28)
157 (100)
Pickles 52 (51)
14 (14)
4 (4)
32 (31)
102 (100)
Coconut oil 78 (30)
38 (15)
62 (23)
84 (32)
262 (100)
Palm oil 76 (36)
35 (17)
31 (14)
69 (33)
211 (100)
(Figures in brackets indicates percentage of total) Source : Primary data
It was observed that for bath soap and coconut oil majority of the
consumers preferred to purchase once in a month and for other items
mainly twice in a month. However, a notable percentage was not
having any specific time for purchase. For bath soap and coconut oil
specific time category consumers are more and for rest of the items the
consumers were equally spread over all the categories.
As a whole it can be observed that variations between the
regions with respect to the frequency of purchase are negligible. It is
also noticed that if all the selected non-durables are available at one
shop, consumers will purchase majority of the items at a time.
174
Preference towards size of package of consumer non-durables
Purchase behaviour of consumers can be measured also by
looking into their package preferences. The consumers based on their
income, quantity requirements, shelf life of the product and availability;
prefer different package sizes of the product. The marketer should
know how much quantity the rural consumers demand at a time and
thereby decide the package size of the product. Even though they
consider economy in packing while deciding a package size, the
consumer’s requirements should be the base for such decisions. The
following tables explain the different package sizes preferred by the
consumers of different zones.
South zone
Table 5.28 exhibits the package size preferences of south zone
consumers.
Table 5.28 Package size preference of the selected rural households
of south zone (Toiletries, Beverages and Processed Fruits and Vegetables)
Items
50 g
75 g
100g
150 g
200 g
250 g
500 g
Total
Bath soap 31 (31)
65 (65)
4 (4)
- - - 100 (100)
Toothpaste
9
(9)
-
54
(54)
25
(25)
12
(12)
-
-
100
(100)
Tea -
-
20
(20)
-
9
(9)
42
(42)
29
(29)
100
(100)
Coffee -
-
31
(74)
-
-
11
(26)
-
42
(100)
Jam -
-
17
(65)
-
9
(35)
-
26
(100)
Pickles -
-
7 (31)
-
-
11 (46)
6 (23)
24 (100)
(Figures in brackets indicates percentage to total) Source : Primary data
175
Table 5.28a Package Size preference of selected rural
households of south zone.
(Food items & Edible oils)
Items 250 g 500 g 1 kg. 2 kg. Total Respondent
Rava - 8 (13)
47 (78)
5 (9)
60 (100)
Wheat flour
- 10 (13)
61 (80)
5 (7)
76 (100)
Coconut oil
6 (7)
18 (13)
49 (62)
5 (8)
78 (100)
Palm oil 2 (4)
11 (21)
35 (66)
5 (9)
53 (100)
(Figures in brackets indicates percentage to total) Source : Primary data
It is vivid from table 5.28 that more than 75 per cent of
consumer’s preferred 1 kg pack of selected food items and for coconut
oil it was 500g. packs. In the case of selected toiletries majority of
them preferred 100g. packs. Mostly preferred package size for tea and
pickle was 250g. From this it can be inferred that rural consumers
always preferred small quantity packs, considering their non-
affordability to purchase large quantity at a time.
Central Zone
Table 5.29 presents the package size preference of central zone
consumers.
176
Table 5.29 Package size preference of rural households of central
zone food items and edible oil
Items 250g 500g 1Kg 2 Kg Total Rava 2
(4)` 45 (8)
5 (9)
-- 52 (100)
Wheat flour Nil 11 (16)
38 (55)
20 (29)
69 (100)
Coconut oil 18 (21)
36 (42)
28 (33)
2 (4)
84 (100)
Palm oil 6 (9)
25 (41)
18 (30)
12 20)
61 (100)
(Figures in brackets indicates percentage to total) Source : Primary data
Table 5.29a Toiletries Beverages and processed fruits & Vegetables
Items Sachet packet
50 g
75 g 100g 150g 250g 500g 1 kg Total
Bath soap
-- 18 (18)
68 (68)
11 (11)
3 (3)
-- -- -- 100 (100)
Toothpaste
--
38 (40)
44 (47)
10 (11)
2 (21)
--
--
--
94 (100)
Tea
--
--
3 (3)
15 (16)
-- 28 (29)
33 (36)
16 (17)
95 (100)
Coffee
-- -- -- 46 (71)
-- 18 (28)
5 (8)
-- 65 (10)
Jam
-- 28 (49)
-- 16 (28)
-- 13 (23)
-- -- 57 (100)
Pickle
16 (26)
21 (34)
-- 10 (161)
-- 4 (7)
10 66)
-- 61 (100)
(Figures in brackets indicates percentage to total) Source : Primary data
It can be noticed from the table that in the case of rava and
selected edible oils 500g packs were preferred by majority of the
respondents whereas for wheat flour they preferred 1 kg. packages
followed by 2 kg. packages. It is observed that in the central zone
177
region, the users of rava and palm oil was less compared to other
regions and even those who were using those items use it only in small
quantities. Limited income also plays an important role for their
preferences towards small quantity purchase size.
Table 5.29 also revealed that 75g. packs were preferred by
majority of the consumers in the case of bath soap, toothpaste and Jam
and 500g packs for tea, 100g for coffee and sachet pickle packets. It was
observed from this region that the workers usually prefer to buy Pickle
especially one rupee or two rupee packs from the nearest shops. Sachet
packets of Jam were also preferred by a good percentage of consumers.
North zone
Package size preferred by north zone consumers was depicted
in table 5.30.
Table 5.30 PACKAGE SIZE (North Zone) (Toiletries, Beverages and Processed Fruits and Vegetables)
Items Sachet packet
50 g
75 g 100g 150
g 200
g 250
g 500
g 1 kg Total
Bath soap 11 (11)
48 (48)
21 (21)
20 (20)
- - - 100 (100)
Toothpaste 5 (5)
10 (10)
36 (36)
36 (36)
13 (13)
- - 100 (100)
Tea 4 (6)
1 (1)
5 (7)
6 (9)
4 (5)
16 (20)
37 (49))
2 (2)
75 (100)
Coffee - 1 (2)
10 (15)
-
-
18 (27)
26 (38)
7 (12)
66 (100)
Jam
12 (17)
-
-
9 (12)
11 (15)
11 (15)
29 (39)
2 (3)
-
74 (100)
Pickles
- - 8 (21)
- 19 (50)
10 (26)
1 (3)
38 (100)
(Figures in brackets indicates percentage to total) Source : Primary data
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