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Subject: Extension Education × Author: Meena kumari × End date: 2018 ×
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    ThesisItemOpen Access
    Impact of communication sources on purchase behavior of women for household products
    (CCSHAU, 2018) Meena kumari; Goel, Rita
    The present investigation entitled, “Impact of Communication Sources on Purchase Behavior of Women for Household Products” was carried out in Bhiwani and Hisar cities during 2016-2017 to analysis sources of communication for brands awareness preferences and used by urban women consumers and their brand preferences for household products. The majority of the respondents preferred and used no branded wheat flour and desi ghee, pulses, spices, rice, besan and preserves. Fortune and mustard oils, Priyagold and 50-50 biscuits, Puja namkeen, Britannia bread, Tops pickles and squashes, Tropicana juices and Kissan sauce and jam. No brand choice for jeans, shirts, kurtis,legging, undergarments (children), shawl, cardigans,gents pullovers, towels and bedsheets was observed.Most of the respondents preferred and used Hamam bathing soaps, Boro plus talcum powder and Ponds cream (ladies and gents) and for children Johnon‟s and Johnson cream and powder. No brand choice for lipstick, nailpaints and kajal, Vaseline body lotion, Vi-john saving cream, Laser shaving blade, Fena washing soap, Sunsilk shampoo, Tide detergent, Pheny toilet and floor cleaner, Colgate toothpaste and Vim utensil cleaner (cake & liquid), Sony T.Vs., Samsung mobiles and washing machines, LG refrigerators, Voltas air conditioners, Lazer fans and Bajaj irons was seen.Bharat LPG, Prestige cookers, Ajanta wall clocks, Luxmi sewing machines, no branded almirahs and plastic items, Sony T.Vs, Dell laptops, Samsung mobiles, Ranger cycles, Hero motorcycles and Maruti cars were preferred and used. Purchase behavior of respondents showed that purchase of food, clothings, cosmetics and toiletries items, majority of the respondents themselves were major decision makers. Majority of the respondents purchasedfood items from nearby shops, large variety shops and known shops. While in case of clothing, cosmetics, toiletries, communication, transportation, electric appliances and equipments were purchased from large variety shops and known shops. Cent percent respondents used cash payment for purchasing food, cosmetics and toiletries. Whereas for clothings, communication, transportation, electric appliances and equipments, mode of payment was observed cash by majority of the respondents followed by credits and installments. Cent percent respondents always compared rates of communication, transportation, electric appliances and equipments before purchasing these items. Majority of the respondents check the quality of selected household products before purchasing them. Attraction of respondents towards sale tactics was high for exhibitions and free gifts for food, clothing , cosmetics and toiletries. Study also concluded that about one third of the respondents changed their priorities due to sale tactics adopted by shopkeepers. Majority of the respondents had knowledge about ISI, AGMARK, WOOLMARK and FPO except eco-friendly where only half of the respondents had knowledge about it.Not even a single respondent took any information regarding food ,clothings, cosmetics and toiletries.For purchase of communication, transportation, electric appliances and equipments items indicated that majority of respondents always used listed information sources. About 73.0 to 81.0 percent respondents agreed with the impact statements of communication sources on purchasing of household products with high influence on their purchase behavior.