a study on rural consumer behaviour towards selected fast...
TRANSCRIPT
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A STUDY ON RURAL CONSUMER BEHAVIOUR TOWARDS SELECTED FAST MOVING CONSUMER
GOODS IN SALEM DISTRICT
INTERVIEW SHEDULE
PART I - PERSONAL DATA
Please put your answer by a tick (√) mark:
1.1. Gender
(a) Male (b) Female
1.2. Age
(a) Below 25 years (b) 26 – 35 years (c) 36 – 45 years (d) 46 – 55 years (e) 55 years & above
1.3. Education
(a) School level (b) Graduate or Diploma level (c) PG level
(d) Professionals (e) others
1.4. Marital status
(a) Single (b) Married 1.5. Occupation
(a) Agriculture (b) Self-employed (c) Businessman
(d) Housewife (e) Govt. employee (f) Private employee (g) Student (h) Others
1.6. Family monthly income
(a) Less than Rs.5,000 (b) Rs.5,001 – 10,000 (c) Rs.10,001 – 15,000
(d) Rs.15, 001 – 20,000 (e) Above Rs.20, 000
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1.7. Size of the family
(a) 2 members only (b) 3-4 members (c) 5 and above 1.8. Nature of family
(a) Joint (b) Nuclear
PART II - PRODUCT INFORMATION
2.1. Are you fully aware of the significance of FMCGs products? Yes No 2.2. Please give the brand names of FMCGs products you buy Shampoo
Clinic plus Sunsilk Pantene Head and Shoulder Vatika Meera Chik Any other Bathing Soap
Hamam Cinthol Medimix Lifebuoy Margo Lux Mysore Sandal Any other Toothpaste Colgate Pepsodent Close-up Neem Promise Vicco
Anchor Any other
Biscuits
Parle Britannia Sunfeast Any other
Mosquito Repellent
Good night Allout Mortein Eveready poweron Jumbo coil
Tortoise Any other
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2.3. How long have you been using the above mentioned brands of
each type of FMCGs products? ( Please tick mark in the relevant
box)
No. of Years
Shampoo Bathing
Soap
Tooth Paste
Biscuits
Mosquito coil/Liquid
< 3 years 3-6 years
6-9 years > 9 years
2.4 Through what means or media have you come to know about FMCGs
Products? (Tick the most preferable one)
TV Radio Newspaper Magazines
Friends Neighbors Colleagues Trade
Associations
2.5. I would prefer the most to buy FMCG products from (tick anyone)
Shop in rural area Shop in town
Departmental stores From anywhere it is available
2.6. If you buy only from a particular shop, state the reason
(If there are more than one reason please rank them)
Nearness of the shop
Availability of various brands
Availability of credit facilities
Standard price and quality
Courteous treatment
Relative or friend’s shop
Sufficient stock
Sales service on time
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2.7. I would prefer to buy FMCG products only on /with promotion
offer like (If there are more than one reason please rank them)
Discount offer
Price cut
Rebate
Free gift
Special offer
Without promotional offer
2.8. I feel the price of FMCG products are
(a) Very high (b) Some what high (c) High
(d) Not high (e) Not very high
2.9. Would you prefer to buy the FMCG products
(a) With the highest quality (b) With higher quality
(b) With reasonable quality (d) With low quality
2.10. Please tick (√) the suitable scale regarding the attributes and
benefits of the brand of your usage.
(SA – Strongly Agree, A – Agree, N – Neutral, DA – Disagree,
SDA – Strongly Disagree)
Shampoo
S.NO Attributes and Benefits SA A N DA SDA
i) Prevents dandruff
ii) Softens the hair
iii) Keeps the hair roots healthy
iv) Prevents grey hair
v) Removes the stickiness of the hair
v
Bathing Soap
S.NO Attributes and Benefits SA A N DA SDA
i) Helps to acquire smoothness of the skin
ii) Gives Fragrance
iii) Kills germs iv) Provides glowing and clean skin
v) Stops the bad odour vi) Gives refreshing feel
vii) Prevents diseases and unhealthy conditions
Tooth Paste
S.NO Attributes and Benefits SA A N DA SDA
i) Whitens teeth
ii) Increases the beauty of teeth
iii) Gives taste and foaminess iv) Kills germs
v) Strengthens tooth
vi) Removes the food particles between teeth
vii) Fights tooth decay viii) Gives fresh breath
ix) Prevents tooth ache
Biscuits
S.NO Attributes and Benefits SA A N DA SDA
i) It reduces hungry.
ii) It is very healthy. iii) It is very tasty
iv) It provides refreshment.
v) It gives energy.
Mosquito Repellent
S.NO Attributes and Benefits SA A N DA SDA
i) It safeguards from mosquitoes. ii) It gives good fragrance.
iii) It is a slow poison.
iv) It affects the health. v) It kills other insects also.
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PART – III
RURAL CONSUMER BEHAVIOUR BEFORE PURCHASE 3. NEED RECOGNITION
3.1. In your family who initiated the need for FMCG products?
Father Mother Husband Wife Children
3.2 The following situations lead to need recognition
Statements SA A N DA SDA
i) Change in environmental circumstances
ii) Changing financial position iii) Emerging beauty consciousness
iv) Interest on FMCGs products v) To protect health
vi) To be fashionable vii) To live healthy and hygienic life
viii) To withstand pollution ix) To change along with changes in
civilization
x) Sales and promotional activities of firms
xi) Low-unit price of FMCGs products xii) Impressed by advertisements
xiii) To attain prestige and social status xiv) Impress others
xv) Inherent features and attributes of FMCGs products
4. INFORMATION SEARCH
4.1. In your family who provides the product information to make the
purchase decision?
Father Mother Husband Wife Children
4.2. For making purchase decision it is important to get
(a) As much information as possible about the product
(b) Just enough to make the choice
(c) I decide just like that
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4.3. Do you visit more than one shop for collecting information?
Yes No
4.4. How important are the following factors in collecting information
relating to purchase of FMCG products?
(VI- very important, I – Important, N – Neutral, NI – Not important, NAI
– Not at all important.)
S.No.
Sources of information VI I N NI NAI
i) Personal Sources
a. Family
b. Relatives
c. Friends
d. Doctor
e. Past experience
f. Word-of-mouth
g. Colleagues
ii) Commercial Sources
a. Sales persons or representatives
b. Traders
c. Promotional offers
iii) Public Sources
a. Radio
b. TV
c. Magazine
d. Newspapers
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5. EVALUATION OF ALTERNATIVES
5.1 Please tick (√) the suitable scale while making purchase decision of
FMCG products
S.No. Factors SA A N DA SDA
i) The quality of the product is important to me before the decision of purchase
ii) Price is an important criterion iii) Quantity must be reasonably good
iv) Availability is very important
v) Attractive packaging is necessary
vi) The ingredients are important to buy the selected brands
vii) For their medicinal value
viii) Herbal nature of the product is an important criterion
ix) Size and weight of products are important
6. Brand Awareness
6.1. Please tick (√) the suitable scale regarding the benefits of the brand
you use
S.No. Statement SA A N DA SDA
i) The Brand of FMCG product stays fixed in mind
ii) Able to distinguish one brand from the other by its performance
iii) Able to discriminate between brands, as I have prior knowledge about them
iv) Awareness of the other brands produced by the same manufacturer
v) Good exposure to the brand plays an important role for remembrance.
vi) Brand recognition of the FMCGs products is due to its performance.
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7.Brand Knowledge
7.1. Please tick (√) the suitable scale regarding the knowledge you have
about the brands
S.No. Statement SA A N DA SDA
i) Sure decision about the brand before buying
ii) Helps to recall the attributes of the product
iii) Brand knowledge helps to identify the ingredients of the product
iv) Stimulates the use of the same brand
v) Enables one to understand the image of the brand
vi) Able to distinguish between original brand and spurious brand
PART-IV
RURAL CONSUMER BEHAVIOUR AT THE TIME OF PURCHASE
8.1. Who would normally buy the FMCGs products?
Father Husband Mother Wife Husband & Wife
Grand parents Sons/Daughters others 8.2. Who would finally take the buying decision of FMCG products?
Father Husband Mother Wife Husband & Wife
Grand parents Sons/Daughters others 8.3. Have you decided the brand of FMCG products to be purchased
before Visiting the shop?
Yes No
8.4. I would rather prefer to buy
Local brand Regional brand National brand
International brand
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8.5. Would you prefer to have many varieties to choose from?
Yes No
8.6. Do the sellers offer varieties to choose from?
Yes No
8.7. Do you examine the products at the shop before buying?
Yes No
8.8 How much importance do you attach to the store choice and in-store
atmosphere?
(VI- very important, I – Important, N – Neutral, NI – Not important,
NAI – Not at all important.)
S.No Factors VI I N NI NAI
i) Nearness of the store
ii) Convenience of the store
iii) Better Service
iv) Availability of various brands
v) Relative or friends’ shop
vi) Standard price and quality
vii) Sufficient stock
viii) Eye-catching display
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PART-V
POST-PURCHASE BEHAVIOUR OF RURAL CONSUMERS
9.1. Please tick (√) suitable scale regarding the Post-Purchase Behaviour. S.no Reaction of consumers SA A N DA SDA
i) Make repeated purchase if the
product is satisfactory
ii) Lodge complaints to the seller if the
product fails to satisfy
iii)
Speak well about the product and
brand if it fulfills expectations about
the brand
iv)
If satisfied, will have discussions
with friends to popularize the brand
name
v) Want others to realize the name of the
brand
vi) Advertisement increases the brand
image of FMCGs products.
vii) Advertisement results in price hike
xiii) Advertisement gives product
information
ix) Switch over to other brands if it fails
to satisfy
x)
Speak ill of the product and brand if it
fails to fulfill expectations about the
brand
xi)
Advertised products are more reliable
and dependable than unadvertised
ones
xii) Product attributes are overstated in
most of the advertisements
xiii)
Fully aware of the laws like
Consumer Protection Act, MRTP Act
and Essential Commodities Act
xii
S.no Reaction of consumers SA A N DA SDA
xiv)
Most retailers of FMCGs products
make sincere effort to adjust to
consumer complaints fairly
xv)
The procedure followed by retailers
and manufacturers in handling
complaints are satisfactory
xvi)
Organized consumer movements are
an important factor in changing
business practices
xvii)
Manufacturers and retailers are more
sensitive to consumer complaints
now than in the past
xviii)
Special care is taken by the
manufacturers and retailers to satisfy
the consumers
xix)
Advertisements of the FMCGs
products help in remembering the
brand ever
Brand loyalty
9.2. Please tick (√) the suitable scale regarding the brand loyalty S.no Statement SA A N SA SDA
i) The brand chosen has a good reputation
ii) The way in which the brand is
marketed is very impressive
iii) Stick to the same brand
iv) Adjust with the shortcomings of the
brand
v) Do not tolerate the non-availability of
the brand
vi) Enjoy using this brand
vii) Appreciate those who use the same
brand
viii) Share views of the brand with others
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10. Attitude towards unfair trade practices in rural areas
10.1. Please tick mark the suitable scale regarding the unfair trade
practices in rural areas
S.no Attitude SA A N DA SDA
i) Adulteration is quite common in rural
markets
ii) Misuse of brand is done by the
retailers
iii) Hoarding and Black marketing
iv) Shortage in weights and measurement
v) Deceptive advertisement
vi) Defective and Deceptive packaging
vii)
Selling of spurious brand is a
common practice among rural
retailers