WAIMS World Academy of Informatics and Management ,Vol1 Issue3, June-July 2012

ISS !online"#22$%-131&
'''('aims(co(in
World Academy of Informatics and Management Sciences '''('aims(co(in
2%

A S.5,9 / .7+ -/S5M+* 659I1 6+7AVI/* /0 )+*S/A3 -A*+
)*/,5-.S I M/*+ S5)+* MA*4+., -7I..//* ,IS.*I-.(

6(5JWA3A
SIT%"S (66EOE, GITT((R, %!DGR%PR%DESG

A6S.*A-.
-he study of consumer behaviour is very important to
the mar$eters because it enables them to understand
and predict buying behaviour of consumers in the
mar$etplace; it is concerned not only with what
consumers buy, but also with why they buy it, when and
where and how they buy it, and how often they buy it,
and also how they consume it < dispose it. 2onsumer
research is the methodology used to study consumer
behavior; it ta$es place at every phase of the
consumption process4 before the purchase, during the
purchase, and after the purchase. /esearch shows that
two different buyers buying the same product may have
done it for different reasons, paid different prices, used
in different ways, have different emotional attachments
towards the things and so on. -he present study is
conducted to $now about the consumer behavior
towards personal care products in (ore #uper mar$et.
4ey 'ords# onsumer -ehavior, mar+et, -uying,
emotional attachments, consumption process.

I(I.*/,5-.I/
The study of onsumer &ehaviour is 2uite comple0,
-ecause of many varia-les involved and their tendency
to interact )ith T influence each other. &uyer -ehaviour
involves -oth simple and comple0 mental processes. The
%merican "ar+eting %ssociation ;%"%= defines
consumer -ehaviour as NThe dynamic interaction of
cognition, -ehaviour T environmental events -y )hich
human -eings conduct the e0change aspect of their
lives. The study of consumer -ehaviour involves search,
evaluation, purchase, consumption and post purchase
-ehaviour of the consumers and includes the disposal of
purchased products +eeping environment and personal
characteristics in mind. The study enlightens the
importance of the levels of Involvement of consumers in
purchasing decisions and hisIher intensity of interests
on a product in a particular situation )ith reference to a
selected geographical area.

II(/6J+-.IV+S /0 .7+ S.5,9
To study the onsumer -uying -ehavior of personal care
products in "(RE super mar+et. To analy4e the
relationship -et)een a specific -rand and its -uying
-ehavior. To analy4e the various factors influencing the
consumer -uying -ehavior. To determine the sources
from )here the customers get the information a-out
the personal care products. To find out the fre2uency of
spending on -uying personal care products.

III(++, 0/* .7+ S.5,9
The study is doing for getting a deep +no)ledge and an
idea a-out products availa-le in "(RE super mar+et. It
is needed to understand/5hy consumers ma+e the
purchases that they ma+eR 5hat factors influence
consumer purchasesR The changing factors in our
society. It is needed to understand and predict -uying
-ehavior of consumers in the mar+etplace. It is
concerned not only )ith )hat consumers -uy, -ut also
)ith )hy they -uy it, )hen and )here and ho) they -uy
it, and ho) often they -uy it, and also ho) they
consume it T dispose it.

IV(*+S+A*-7 M+.7/,/3/19
Sample si4e/ 11@,Sampling method/ onvenience
sampling Sampling frame/ People of different age groups
ranging from 2@$C@ years an a-ove )ere chosen from
different sections li+e house )ives, students, farmers,
-usiness persons and employees. Research instrument/
?uestionnairemethod


%!%6ASIS %!D I!TERPRET%TI(!
T%&6E 1/
OE!DER !(.(:
RESP(!DE!TS
PERE!T%OE ;D=
"ale >> >@
:emale 22 2@
T(T%6 11@ 1@@
WAIMS World Academy of Informatics and Management ,Vol1 Issue3, June-July 2012
ISS !online"#22$%-131&
'''('aims(co(in
World Academy of Informatics and Management Sciences '''('aims(co(in
2B

6%SSI:I%TI(! (: RESP(!DE!TS &%SED (! TGEIR
OE!DER/
I!TERPRET%TI(!/
:rom the a-ove ta-le, it can -e o-served that
majority of the respondents )ere male i.e.3 >@D, female
)ere 2@D.

.

6%SSI:I%TI(! (: RESP(!DE!TS &%SED (! TGEIR
%OE/

I!TERPRET%TI(!/
:rom the a-ove ta-le, it can -e o-served that majority
of the respondents i.e.3 2B D are under the age category
2@$2C, 21D of respondents are in the age category of
a-ove C@, 1FD of respondents falls in the age group 81$
8C, 1CD of respondents are in the age group 2B$8@, 1@D
of respondents are in the age group 8B$<@ and <D of
respondents are in the category of <1$<C.
T%&6E 8/
6%SSI:I%TI(! (: RESP(!DE!TS &%SED (! TGE
:%T(RS %::ETI!O &#AI!O DEISI(!S

:%T(RS !(.(: RESP(!DE!TS
&rand <F
Price 11
?uality 1F
Ingredients @E
Ease of use @C
%vaila-ility 21
T(T%6 11@

G@ V various factors do not affect the -uying decisions of
personal care products
G1 V various factors affect the -uying decisions of
personal care products
GI$S?#%RE V W ;( M E=2 I E
V B2.F>
Degree of freedom V ;n$1=
VB$1 VC
GI$ S?#%RE 1%6#E %T CD 6(S V 11.@F
Gence calculated value is more than the ta-le value, Go
is rejected. Therefore various factors affect the -uying
decisions of personal care products.


T%&6E 2/
%OE !(.(:
RESP(!DE!TS
PERE!T%OE
2@$2C 2E 2B
2B$8@ 1B 1C
81$8C 1E 1F
8B$<@ 11 1@
<1$<C @< @<
<B$C@ @> @F
%-ove
C@
28 21
T(T%6 11@ 1@@

WAIMS World Academy of Informatics and Management ,Vol1 Issue3, June-July 2012
ISS !online"#22$%-131&
'''('aims(co(in
World Academy of Informatics and Management Sciences '''('aims(co(in
30

T%&6E </
%TTRI&#TES !(.(:
RESP(!DE!TS
PERE!T%OE
;D=

:riends 82 2E
%dvertisement <> <8
Parents 2B 2<
(thers @< @<
T(T%6 11@ 1@@
6%SSI:I%TI(! (: RESP(!DE!TS (PI!I(! &%SED (!
TGE :%T(R E::ETI!O P#RG%SI!O DEISI(!/
I!TERPRET%TI(!/
:rom the a-ove ta-le, it can -e o-served that the
majority of the respondents i.e.3 <8D opined that
advertisement influences purchasing decision, 2ED of
respondents opined that friends influences purchasing
decision, 2<D of respondents opined that parents
influences purchasing decision and <D of respondents
opined that other factors influences the purchasing
decision.

T%&6E/C
I!TERPRET%TI(!/
SG%"P((S/
:rom the a-ove ta-le, it can -e o-served that majority
of the respondents i.e., 8>D are under the preference of
GE%D SG(#6DERS, 1ED of the respondents are in the
category of (TGERS, 1CD of the respondents are in the
category of S#!SI6', 11D of the respondents are in the
category of D(1E, ED of the respondents are in the
category of 6I!I$%66 6E%R, and the remaining >D of
respondents prefers 6I!I$P6#S.
S(%PS/
:rom the a-ove ta-le, it can -e o-served that
majority of the respondents i.e., 8>D falls under the
preference of S%!TG((R, 1CD of the respondents falls
in the category of G%"%", 1CD of the respondents falls
in the category of (TGERS, 12D of the respondents falls
in the category of PE%RS, 11D of the respondents falls in
the category of 6#S, and the remaining ED of
respondents prefers D(1E.
T((TGP%STE/
:rom the a-ove ta-le, it can -e o-served that majority
of the respondents i.e., B2D prefers (6O%TE, 2BD of
the respondents prefers PEPS(DE!T, 1CD of the
respondents prefers 6(SE$#P, 12D of the respondents
prefers %!G(R, and 8D of the respondents prefers
D%&#R.

T%&6E B/
6%SSI:I%TI(! (: RESP(!DE!TS &%SED (! TGEIR
G(IE (: &#AI!O/
I!TERPRET%TI(!/
:rom the a-ove ta-le, It can -e o-served that
majority of the respondents i.e., 88 D of the
respondents opined that they -uy product -y seeing
price, 2ED of the respondents opined that they -uy
product -y seeing -rand name, 1BD of the respondents
opined that they -uy product -y seeing pac+aging, 18D
of the respondents opined that they -uy product -y
seeing features, ED of the respondents opined that they
-uy product -y seeing other categories.

&R%!D
!%"E
2ED
PRIE
88D
P%'%OI
!O
1BD
:E%T#RE
S
18D
(TGERS
ED
-7A*. S7/WS .7+
A..*A-.I1 -7/I-+ /0
*+S)/,+.S

WAIMS World Academy of Informatics and Management ,Vol1 Issue3, June-July 2012
ISS !online"#22$%-131&
'''('aims(co(in
World Academy of Informatics and Management Sciences '''('aims(co(in
31

T%&6E F/
6%SSI:I%TI(! (: RESP(!DE!TS &%SED (!
:RE?#E!A (: SPE!DI!O (! &#AI!O PERS(!%6 %RE
PR(D#TS/
I!TERPRET%TI(!/
:rom the a-ove ta-le, It can -e o-served that
majority of the respondents i.e., 8CD spent 1@D$12D of
income, 2ED of the respondents spent less than 1@D,
2@D of the respondents spent 21D$8@D, 12D of the
respondents spent 81D$<@D and FD of the respondents
spent a-ove <@D from their total income.
:I!DI!OS (: TGE ST#DA/
"ajority of the respondents )ere male i.e.3 >@D, female
)ere 2@D.
"ajority of the respondents i.e.3 2B D are under the age
category of 2@$2C, 21D of respondents are in the age
category of a-ove C@ and <D of respondents are in the
category of <1$<C.
"ajority of the respondents opined that various factors
affect the -uying decisions of personal care products.
The majority of the respondents i.e.3 <8D opined that
advertisement influences purchasing decision, 2ED of
respondents opined that friends, influences purchasing
decision, 2<D of respondents opined that parents
influences purchasing decision and <D of respondents
opined that other factors influences the purchasing
decision.
"ajority of the respondents i.e., 8>D preferred head
shoulders, 1CD of the respondents are in the category of
sunsil+, 11D of the respondents are in the category of
dove, ED of the respondents are in the category of
clinic$all clear.
"ajority of the respondents i.e., 8>D prefers Santhoor,
1CD of the respondents Prefers the category of hamam,
1CD of the respondents falls in the category of others.
"ajority of the respondents i.e., B2D prefers colgate,
2BD of the respondents prefers pepsodent, 1CD of the
respondents prefers close$up, 12D of the respondents
prefers anchor, and 8D of the respondents prefers
da-ur.
"ajority of the respondents i.e., 88 D opined that they
-uy product -y seeing price, 2ED of the respondents
opined that they -uy product -y seeing -rand name.
"ajority of the respondents i.e., 8CD spent 1@D$12D of
income, 2ED of the respondents spent less than
1@D,and 2@D of the respondents spent 21D$8@D from
their total income.
6I"IT%TI(!S
The study is limited to hittoor district only.
1. The -iasness of respondents )hile responding
cannot -e eliminated.
V(-/-35SI/
This study titled Konsumer -uying -ehavior to)ards
personal care products in "(RE supermar+et at
hittoor To)nL conducted for the purpose of
understanding the changes ta+ing place a-out the
-uying -ehavior of consumers and attitude changes
a-out supermar+ets -ecause of ne) mar+eting
strategies adopted -y supermar+ets in order to compete
)ith conventional stores. During the time of study i can
understand and a-le to disclose that due to the recent
changes in the demographic system of consumers and
the a)areness of 2uality consciousness consumption,
consumers are preferring to -uy different products from
supermar+ets in considering various attri-utes along
)ith 2uality products offered and value added services
e0tended -y them. Even though supermar+et is ta+ing
the efforts there are some factors )here service gap
level is )ider in nature, during the time of study the
researcher can understand the gap level and the same
has -een given in the form of suggestions to
supermar+ets at the study location. &y this study i learnt
various updating and consistent changes ta+es place in
the retail industry and consumers -ehavior responses
for the same.
VI(*+0+*+-+S
1. onsumer &ehaviour, I:%I #niversity, "ay $
2@@C.
2. "ar+eting "anagement $ Planning,
Implementation T ontrol, Olo-al Perspective,
Indian onte0t, 1 S Ramas)amy T S
!ama+umari, "ac"illan India 6td., 8rd. Edition,
2@@8.
8. Schiffman, 6O, onsumer &ehavior, Pearson
Education$Eth Edition$2@@F.
<. Philip 'otler, 'eller, 'oshy, Hha, "ar+eting
"anagement, Pearson Education$18th Edition$
2@@E.
C. Dr.S.Saravanan ;2@1@=, Indian Hournal of
"ar+eting, vol <@, !o.C, "ay.
B. Srivastava, '.'., onsumer &ehavior, Oalgotia
pu-lishing ompany,2@@8.
F. Rajan Sa0ena ;2@@B=, "ar+eting "anagement,
Tata "cOra) Gill, !e) Delhi.
>. &oyd G 5, 5estfall R and Stasch S : ;1E>E=,
"ar+eting Researh/ Te0t and cases, Richard D
Ir)in Inc.
E. &eri ;1EE8=, "ar+eting Research, 2nd edition,
Tata "cOra) Gill, !e) Delhi.
WAIMS World Academy of Informatics and Management ,Vol1 Issue3, June-July 2012
ISS !online"#22$%-131&
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World Academy of Informatics and Management Sciences '''('aims(co(in
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1@. onsumer &ehaviour T "ar+eting Research,
Suja R !air, Gimalay Pu-lishing Gouse, 1st.
Edition, 2@@<.
5E& SITES
1. ))).slideshare.net
2. ))).scri-d.com
8. ))).eurojournals.com