Home and Personal Care Products: Awareness and Consumption

This paper aims to study the consumption pattern of ruralites: select home and personal care products, and the awareness level about the existing brands. The study also highlights the consumers' motives behind the purchase and the factors affecting their purchase decisions. The data have been collected from 415 respondents across the entire Haryana regarding six products: detergent, washing soap, bathing soap, toothpaste, shampoo, and hair oil. The majority of them have been using Nirma, Nirol, Lux, Lifebuoy, Colgate, Clinic Plus, Dabur Amla, and local brands of mustard oil. The study reflects that brand awareness level of respondents is very high, though it does not affect product usage to a large extent. The majority of respondents have been using these products purely due to the utilitarian value of the product rather than the peripheral aspects.