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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

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ANNEXURE II

LOCATION OF THE STUDY AREA SALEM DISTRICT

Source: Salem District Website