Gender Difference On Rural Consumer Behaviour For .
Asian J. Adv. Basic Sci.: 2017, 5(2), 143-153ISSN (Print): 2454 – 7492ISSN (Online): 2347 – 4114www.ajabs.orgGender Difference on Rural Consumer Behaviour for Preference ofShampoo Brand in Himachal PradeshJyoti Thakur1* and Satish Soni21&*2Research Scholar, Career Point University, Kota, Rajasthan, INDIAProfessor, Govt. Degree College Barsar, Himachal Pradesh, INDIA*Correspondence: E-mail: jyoti.mba@cpuh.in(Received 23 Nov, 2017; Accepted 28 Dec, 2017; Published 31 Dec, 2017)ABSTRACT: There has been a paradigm shift in the marketing concept as marketing has come a long way from oldtraditional sale concept to the new social marketing concept. Certain other marketing concepts and techniques haveoriginated due to this paradigm shift in marketing concept. This shift is a result of changed consumer behaviour,more focus on consumer preferences, perceptions, needs and wants. No doubt in today’s market scenario wherecompetition is on altogether different level, consumer is considered king and his actions and preferences are givenutmost importance while forming marketing concepts and policies. Any deviation from consumer focus will certainly impact the scenario in which today’s market operates. The rural market in India has vast market potential, notyet exploited by the Indian marketers. The information boom as witnessed today is likely to leave an unprecedentedimpact on rural consumers. The study focuses on consumer behaviour of male and female consumers for shampoo.Keywords: Consumer behavior; Rural Market; Fast moving Consumer Goods (FMCG) and Shampoo industry.INTRODUCTION: There has been a paradigm shiftin the marketing concept as marketing has come along way from old traditional sale concept to the newsocial marketing concept. Certain other marketingconcepts and techniques have originated due to thisparadigm shift in marketing concept. This shift is aresult of changed consumer behaviour, more focus onconsumer preferences, perceptions, needs and wants.Hence with the help of renowned authorities Stanton,1967; Drucker, 1954; Levitt, 1960; and Kotler, 1967 anew concept of marketing named marketing conceptwas invented where more focus was on consumerrather than sales.Once one understands the marketingconcept one needs to understand that consumer is onlya segment of the market and not a market as a whole.Hence marketing plans cannot be formulated for amarket as a whole but there is need for separate marketing plans for separate consumer segments. It is ofimportance as consumer preferences and perceptionsmay vary significantly between various segments. Tounderstand a consumer it is necessary to understandconsumer behaviour. The behavioural sciences such aseconomics, sociology, and psychology and to somedegree political science and cultural anthropologyhave significant role in understanding consumer behaviour. Economics is directly related to consumer behaviour while the other four are areas of study forstudents of consumer behaviour. Sociology is thestudy of group of individuals. Sociology might be saidto be concerned with the behaviour of groups of indi-viduals. Psychology deals with the individuals themselves, and social psychology and political sciencedeal with the behaviour of individuals within groupsor within the group-setting (Bennett and Kassarjian,1972). According to Mitchell and Walsh (2004), bothmales and females want different products and theyare likely to have different ways of liking and obtaining these. Because of the differences between men andwomen about need, want, expectation, life-style etc.this reflect to their consumption behaviours, Genderhas an important role in consumer behaviours. (Akturan, 2009:66). Solomon et al (2010) suggests that,products are sex-typed or androgynous. Sex-typed ofmale and female is define by product that takes onmasculine or feminine characteristics. Simply say thatBarbies for girls and Hotwheels for boys.Rural market in India: The rural market in India hasvast market potential, not yet exploited by the Indianmarketers. The information boom as witnessed todayis likely to leave an unprecedented impact on ruralconsumers. The potential of the rural market can beascertained from the fact that the current penetrationof the FMCG market is less than 1%, according to thePresident of ASSOCHAM, Mahendra K Sanghi(www.thehindubusinessline.com, 2005). Rural Indiacontributes 60 per cent of the country’s GDP and accounts for 53 per cent of the FMCG The rural economy, with an estimated 500 million consumers hasremained largely untouched by the global financialmeltdown and offers huge opportunities and growth143
[(Asian J. Adv. Basic Sci.: 5(2), 2017, 143-153) Gender Difference on Rural Consumer Behaviour for Preference of ]potential.1 The Indian fast moving consumer goodsindustry (FMCG) is undergoing a continuous transition. India, in recent days, is enthusiastically consuming everything from shampoo to motor cycles and this“rural predilection” is being considered as one of thesignificant topics of market analysis (Arpita Khare2010).Hair care market in India: The value of hair caremarket in India is 200 million, whose total contribution to FMCG sector is 8% and showing growth of3.8%. There are different segment of hair care marketi.e. hair oils, shampoos, hair colorants and conditioners, and hair gels. In Indian market 80% of the shampoo sold in urban area and 20% of shampoo sold inrural area. Because of the increased in marketingplayers lower duties and availability of shampoos inaffordable sachets the shampoo market is expected toincrease. 50 % of the population uses bathing soapbecause shampoo is middle class product. There is nostrong brand loyalty for shampoo product. There isfrequent change in the look, consumer preferences andfragrance.REVIEW OF LITERATURE: Swarna Bakshi studyon “Impact of Gender on Consumer Purchase Behaviour” Examined that out of all the factors that influences consumer purchase decision, gender differenceis one of the major factors. Through her review ofliterature she found that gender with different dimensions, it is a strong variable that has a major impact onconsumer decision regarding purchase of any productor service. Both men and women consider differentstimuli and evaluation parameter. For making purchase men focus on immediate needs whereas womenlook at long term decision. Nilesh J Bhutada study“Impact Of Television Advertising On Buying Behavior Of Women Consumer With Reference To FMCGProducts City: - Gorakhpur”(2015). She find out thattelevision is an important medium which makespeople aware of any product, and it is a very important tool of communicating message to its target audience. Women used different kind of FMCG products. For women consumer buying behavior televisioin advertisement is very important. Social and personal factors have major influence on women consumers buying behavior in Gorakhpur city. ShahidIqbal and Dr. Zeenat Ismail study on “Buying Behavior: Gender and Socioeconomic Class Differences onInterpersonal Influence Susceptibility”(2011). Theyfind out the interpersonal influence susceptibility onbuying behavior by gender and social class difference.As compare to male buyers the female buyers wouldbe more susceptible on interpersonal influence. Thearea for study is Karachi. They analysed that there isno difference among females and males consumers,but difference between high, middle and low, socioeconomic class buyers on susceptibility to interpersonalinfluence and that high socioeconomic class are comparatively more susceptible. Dr. Surinder Singh Kundu in his study on (2013) “Customers’ Perceptiontowards the Fast Moving Consumer Goods in RuralMarket: An Analysis” found 36 factors that affect thepurchase of FMCG products. The rural buyers differin their demographic, cultural, social, psychological,promotional and self concept factors. These factorsinfluence the purchase decision of rural consumertowards FMCG products. Sulekha & Dr. Kiran Morstudy on (2013)“An Investigation of Consumer BuyingBehavior for FMCG: An Empirical Study of RuralHaryana” examined the factors which are consideredby the rural consumers of Haryana’s four district i.e.Panipat, Jind, Kurukeshtera and Gurgaon for the purchase of FMCG products. Retailers in rural area knowthe facts that rural consumers listen to them and due tothis they created interest of consumers in their products. For rural consumers price is important becausevalue for money is important when rural consumerbuy any FMCG product. The FMCG companiesshould offer different varieties by making strategiesaccording to the education and understanding levels ofthe rural consumers. Lifestyle and attitude highly affect the rural consumer. Celebrity endorsement highlyinfluenced rural marketing, so companies should takelocal celebrity who is popular in that rural area.RESEARCH OBJECTIVES: The main researchobjective is to study the consumer behaviour (preferences) of male and female consumers considered forhair care (Shampoo) in Hamirpur district.RESEARCH METHODOLOGY: The study conducted is an empirical enquiry. This research paperattempts to identify the attributes that are consideredby male and female consumers towards the purchaseof selected FMCG (bathing soap shampoo toothpasteand cream). The study is based on primary data aswell as secondary data. Primary data was collectedthrough the structured questioners from different fiveblocks of Hamirpur District H.P. and secondary datawas collected from books, journals, periodicals, articles, internet, etc. In this study the research methodis used descriptive research the responded were selected on the basis of non random sampling and convince sampling. Which mean that the customers whowere willing to answer the questionnaire were selected.Statistical analysis: To prove the hypothesis by Statistical analytical test after applying Likerts scaleInterpretation the frequency was analyzed with oneway ANOVA Likert Scale Rank 5 is good that144
[(Asian J. Adv. Basic Sci.: 5(2), 2017, 143-153) Gender Difference on Rural Consumer Behaviour for Preference of ]means is holds more significance ie. Strongly agree onattribute and benefits towards hair care product selection and rank is decreasing its expectancy. StronglyAgree (SA) Score (5), b) Agree (A) Score (4) c) Neutral (N) Score (3) d) Disagree (DA) Score (2), e)Strongly Disagree (SDA) Score (1)Data Analysis and Results: Ho Hypothesis is, thatthere is no significant difference between male consumers of different blocks of hamirpur towards thepreference of shampoo.Table 1: Brand Preferences for Male Hair Care (Shampoo).S.No.1BlockProductClinic plus23456SunsilkPanteneVatikaHead and ShoulderAny otherTotalSource: SujanpurM854582307542230653623145472325456230Table no 1. depicts that Clinic plus (28%) is the mostpreferred brand among Male respondents of hamirpurdistrict because of the popularity of this brand can bedepended upon its longevity because it is the oldestbrand. Head and Shoulder (19%) brand is also popularto rural male consumers and placed second in the list.Sunsilk (18%) is the next preferred brand of 0%used by male respondents of hamirpur district. Thereason behind the popularity of this shampoo is itsbenefits like superior quality of shampoo available atan affordable price. Thereafter, Pantene and Vatikiaare preferred respectively, among the male consumersof hamirpur district.Table 2: Annova table Brand Preferences for Male Hair Care (Shampoo).ANOVASource of 4MS110.41.775The results are concluded based on the p-values and asignificance level of 0.05. It shows that there is a significant difference between buying behaviour of maleconsumers among different blocks of hamirpur districttowards the preference of shampoo. Therefore, nullF6.1971830.225352-P-value0.0032860.920236-F crit3.0069173.006917-hypothesis is rejected and alternative hypothesis isaccepted.Ho Hypothesis is, that there is no significant differencebetween female consumers of different blocks of hamirpur towards the preference of shampoo.Table 3: Brand Preferences for Female Hair Care (Shampoo).S.No.BlockProduct1Clinic plus2Sunsilk3Pantene4Vatika5Head and Shoulder6Any otherTotalSource: otal%age4446302021516626.51%28%18%12%13%3%100%
[(Asian J. Adv. Basic Sci.: 5(2), 2017, 143-153) Gender Difference on Rural Consumer Behaviour for Preference of ]Table no.3 depicts that Sunsilk (28%) is the most preferred brand among Female respondents of hamirpurdistrict. The reason behind the popularity of thisshampoo is its benefits like superior quality of shampoo available at an affordable price. Clinic plus(26.5%) brand is also popular to rural female consumers because of the popularity of this brand can be de-pended upon its longevity because it is the oldestbrand. Pantene (18%) and Head & Shoulder (13%) isthe next preferred brand of shampoo used by femalerespondents of hamirpur district. Thereafter, vatikia(12%) brand is preferred among the male consumersof hamirpur district.Table 4: Annova table Brand Preferences for Female Hair Care (Shampoo).ANOVASource of 64df441624MS45.260.560.46-The results, based on the p-values and a significancelevel of 0.05. It shows that there is a significant difference between buying behaviour of female consumersamong different blocks of hamirpur district towardsthe preference of shampoo. Therefore, null hypothesisis rejected and alternative hypothesis is accepted.F98.39131.217391-P-value4.71E-110.34216-F crit3.00691733.0069173-Ho Hypothesis is, that there is no significant difference between attributes considered by Male and female respondents for hair care (Shampoo) product inbarsar block of Hamirpur district.Table 5: Attributes of Hair care (Shampoo) considered by male respondents of Barsar Block.Attributes for Hair Care (Shampoo)Barsar MaleSAAttributes and BenefitsTotalA(4) N(3) DA(2)(5)1Making hairs softer3053% 27% 7%10%2Making hairs Dandruff free3055% 29% 3%13%3Making hairs roots healthy3052% 29% 10%6%4Making hairs healthy & shiny3057% 33% 0%7%5Preventing hairs from grey3047% 33% 10%7%6Prevent hair fall3060% 30% 7%3%7Nourishing hair3047% 37% 10%7%8Defrizz curls3040% 37% 13%7%9Repair damaged hairs3047% 40% 7%7%10Silky & smooth3053% 33% 7%3%11Oil control3047% 40% 10%3%12Medicated3043% 33% 7%13%13Removes unpleasant odour3057% 30% 10%3%14Avoid hair bristling3053% 37% 3%7%15Wash hairs easily with less water3057% 30% 7%3%16Revitalize dull hairs3053% 33% 7%3%17Herbal nature3047% 33% 10%7%Source: QuestionnaireThe table no.5 shows that attribute of hair care onwhich maximum (60%) of male respondents of barsarblock are strongly agree is prevention from hair fall.On the second place Making hairs healthy & shiny(57%), Removes unpleasant odour (57%), and Washhairs easily with less water (57%) attributes arestrongly agreed by male respondents of barsar block.Maximum of male respondents of barsar block areSDA 0%100%100%agree on attribute like Repair damaged hairs (40%)and Oil control (40%).The table no 6. shows that attribute of hair care onwhich maximum (56%) of female respondents ofbarsar block are strongly agree is Wash hairs easilywith less water and Revitalize dull hairs .On thesecond place Making hairs roots healthy (53%), Repair damaged hairs(53%), Oil control (53%), and146
[(Asian J. Adv. Basic Sci.: 5(2), 2017, 143-153) Gender Difference on Rural Consumer Behaviour for Preference of ]Herbal nature (53%) attributes are strongly agreed byfemale respondents of barsar block. Maximum offemale respondents of barsar block are agree onattribute like Defrizz curls (38%), Silky & smooth(38%) and Removes unpleasant odour (38%).Table 6: Attributes of Hair care (Shampoo) considered by female respondents of Barsar Block.Attributes for Hair Care (Shampoo)Barsar FemaleAttributes and Benefits1Making hairs softer2Making hairs Dandruff free3Making hairs roots healthy4Making hairs healthy & shiny5Preventing hairs from grey6Prevent hair fall7Nourishing hair8Defrizz curls9Repair damaged hairs10Silky & smooth11Oil control12Medicated13Removes unpleasant odour14Avoid hair bristling15 Wash hairs easily with less water16Revitalize dull hairs17Herbal natureSource: QuestionnaireTotalSA 0%100%100%100%100%100%100%100%100%Table 7: Anova on likert scale data.ANOVASource of VariationBetween GroupsSS155116.3df9MS17235.15Within GroupsTotal2447.765157564.116016915.29853The results are concluded based on the p-values and asignificance level of 0.05. It shows that there is a significant difference between attributes considered bymale and female respondents for Hair care (Shampoo)in barsar block of hamirpur district. Therefore, nullF1126.589P-value8.3E-140F crit1.938819hypothesis is rejected and alternative hypothesis isaccepted because F value is greater than F crit.Ho Hypothesis is, that there is no significant difference between attributes considered by Male and female respondents for hair care (Shampoo) product inBhoranj block of Hamirpur district.Table 8: Attributes of Hair care (Shampoo) considered by male respondents of Bhoranj Block.Attributes for Hair Care (Shampoo)Bhoranj maleS.No.AttributesTotalSA (5)A(4)N(3)DA(2)SDA (1)Total1234567Making hairs softerMaking hairs Dandruff freeMaking hairs roots healthyMaking hairs healthy & shinyPreventing hairs from greyPrevent hair fallNourishing %3%3%3%3%100%100%100%100%100%100%100%147
[(Asian J. Adv. Basic Sci.: 5(2), 2017, 143-153) Gender Difference on Rural Consumer Behaviour for Preference of ]891011121314151617Defrizz curlsRepair damaged hairsSilky & smoothOil controlMedicatedRemoves unpleasant odourAvoid hair bristlingWash hairs easily with less waterRevitalize dull hairsHerbal : QuestionnaireThe table no.8 shows that attribute of hair care onwhich maximum (53%)of male respondents of barsarblock are strongly agree is Making hair dandruff free,Oil control and Removes unpleasant odour. On thesecond place Silky & Smooth (50%), Wash hairs easi-ly with less water (50%) attributes are strongly agreedby male respondents of Bhoranj block. Maximum ofmale respondents of Bhoranj block are agreed onattribute like Making hairs healthy & shiny (40%).Table 9: Attributes of Hair care (Shampoo) considered by female respondents of Bhoranj Block.S.no1Attributes for Hair Care (Shampoo)Bhoranj femaleSAAttributesTotalA(4) N(3) DA(2)(5)Making hairs softer3537% 31% 14%11%SDA(1)6%100%Total2Making hairs Dandruff free3546%29%11%9%6%100%3Making hairs roots healthy3549%34%9%6%3%100%4Making hairs healthy & shiny3546%37%9%6%3%100%5Preventing hairs from grey3543%34%11%9%3%100%6Prevent hair fall3546%40%6%6%3%100%7Nourishing hair3546%37%3%9%6%100%8Defrizz curls3540%34%11%9%6%100%9Repair damaged hairs3549%37%11%3%0%100%10Silky & smooth3543%40%9%6%3%100%11Oil 100%13Removes unpleasant odour3549%37%6%3%6%100%14Avoid hair bristling3546%40%6%6%3%100%15Wash hairs easily with less water3543%37%11%6%3%100%16Revitalize dull hairs3549%40%6%3%3%100%3543%37%11%6%3%100%17Herbal natureSource: QuestionnaireThe table no 9. shows that attribute of hair care onwhich maximum (49%) of female respondents ofBhoranj block are strongly agree is Making hair rootshealthy, Removes unpleasant odour and Revitalizedull hairs .On the second place Making hair dandrufffree (46%), Making hairs healthy & shiny (46%),Prevent hair fall (46%), Nourishing hair (46%), Oilcontrol (46%), Medicated (46%), Avoid hair bristling(46%) attributes are strongly agreed by female respondents of Bhoranj block. Maximum of female respondents of barsar block are agree on attribute likePreventing hairs from grey (43%), Silky & smooth(43%), Wash hairs easily with less water(43%) andHerbal nature (43%).148
[(Asian J. Adv. Basic Sci.: 5(2), 2017, 143-153) Gender Difference on Rural Consumer Behaviour for Preference of ]Table 10: Anova on likert scale data.ANOVASource of VariationSSdfMSFP-valueF critBetween in e results are concluded based on the p-values and asignificance level of 0.05. It shows that there is a significant difference between attributes considered bymale and female respondents for Hair care (Shampoo)in Bhoranj block of hamirpur district. Therefore, nullhypothesis is rejected and alternative hypothesis isaccepted because F value is greater than F crit.Ho Hypothesis is, that there is no significant difference between attributes considered by Male and female respondents for hair care( Shampoo) product inHamirpur block of Hamirpur district.Table 11: Attributes of Hair care (Shampoo) considered by male respondents of Hamirpur Block.Attributes for Hair Care (Shampoo)Hamirpur MaleS.noAttributesTotalSA (5)A(4)N(3)DA(2)1Making hairs softer3145%39%6%10%2Making hairs Dandruff free3148%32%10%10%3Making hairs roots healthy3145%42%10%0%4Making hairs healthy & shiny3152%42%0%6%5Preventing hairs from grey3145%39%6%6%6Prevent hair fall3145%42%10%3%7Nourishing hair3145%42%3%6%8Defrizz curls3148%39%10%0%9Repair damaged hairs3152%35%10%3%10Silky & smooth3148%39%6%3%11Oil es unpleasant odour3152%39%0%6%14Avoid hair bristling3145%39%10%6%15Wash hairs easily with less water3152%39%6%0%16Revitalize dull hairs3152%39%6%0%17Herbal nature3148%35%6%6%Source: QuestionnaireThe table no.11. shows that attribute of hair care onwhich maximum (53%)of male respondents of hamirpur block are strongly agree is Making hairshealthy & shiny, Repair damaged hairs, Removesunpleasant odour, Wash hairs easily with less waterand Revitalize dull hairs. On the second placeSDA 0%100%100%attributes are strongly agreed by male respondents ofhamirpur block. Maximum of male respondents ofhamirpur block are agree on attribute Making hairsroots healthy (42%), Making hairs healthy & shiny(42%) Prevent hair fall (42%) and Nourishinghair(42%).Table 12: Attributes of Hair care (Shampoo) considered by female respondents of Hamirpur Block.Attributes for Hair Care (Shampoo) hamirpur femaleS.no1234567AttributesMaking hairs softerMaking hairs Dandruff freeMaking hairs roots healthyMaking hairs healthy & shinyPreventing hairs from greyPrevent hair fallNourishing hairTotal32323232323232SA 1%N(3)16%6%9%6%9%6%6%DA(2)9%9%6%9%6%6%9%SDA (1)6%3%3%3%0%3%0%Total100%100%100%100%100%100%100%
[(Asian J. Adv. Basic Sci.: 5(2), 2017, 143-153) Gender Difference on Rural Consumer Behaviour for Preference of ]8Defrizz curls9Repair damaged hairs10Silky & smooth11Oil control12Medicated13Removes unpleasant odour14Avoid hair bristling15Wash hairs easily with less water16Revitalize dull hairs17Herbal natureSource: %47%50%50%47%The table no12. shows that attribute of hair care onwhich maximum (53%) of female respondents of Hamirpur block are strongly agree is removes unpleasantodour. On the second place Medicated (50%), Washhairs easily with less water (50%), Revitalize dullhairs (50%) attributes are strongly agreed by 100%100%100%100%100%100%100%100%100%respondents of Hamirpur block. Maximum of femalerespondents of hamirpur block are agree on attributelike Preventing hairs from grey (43%), Silky &smooth (43%), Wash hairs easily with less water(43%) and Herbal nature (43%).Table 13: Anova on likert scale data.ANOVASource of VariationBetween GroupsWithin 851.712.90809The results are concluded based on the p-values and asignificance level of 0.05. It shows that there is a significant difference between attributes considered bymale and female respondents for Hair care (Shampoo)in Hamirpur block of hamirpur district. Therefore, nullF1305.515P-value7.5E-145F crit1.938819hypothesis is rejected and alternative hypothesis isaccepted because F value is greater than F crit.Ho Hypothesis is, that there is no significant difference between attributes considered by Male and female respondents for hair care (Shampoo) product inNadaun block of Hamirpur district.Table 14: Attributes of Hair care (Shampoo) considered by male respondents of Nadaun Block.S.no1234567891011121314151617Attributes for Hair Care (Shampoo)Nadaun MaleAttributesTotalSA (5)A(4)N(3)Making hairs softer3259%28%6%Making hairs Dandruff free3256%31%9%Making hairs roots healthy3238%31%16%Making hairs healthy & shiny3253%34%9%Preventing hairs from grey3253%38%3%Prevent hair fall3256%28%6%Nourishing hair3256%31%6%Defrizz curls3247%34%9%Repair damaged hairs3247%34%6%Silky & smooth3250%31%9%Oil control3247%38%6%Medicated3152%39%0%Removes unpleasant odour3244%38%9%Avoid hair bristling3256%34%6%Wash hairs easily with less water3250%34%9%Revitalize dull hairs3244%34%13%Herbal nature3250%31%13%Source: 6%6%6%SDA 0%100%100%
[(Asian J. Adv. Basic Sci.: 5(2), 2017, 143-153) Gender Difference on Rural Consumer Behaviour for Preference of ]The table no.14. shows that attribute of hair care onwhich maximum (53%)of male respondents of nadaun block are strongly agree is Making hairs healthy& shiny, Repair damaged hairs, Removes unpleasantodour, Wash hairs easily with less water and Revitalize dull hairs. On the second place attributes arestrongly agreed by male respondents of nadaun block.Maximum of male respondents of nadaun block areagree on attribute Making hairs roots healthy (42%),Making hairs healthy & shiny (42%) Prevent hair fall(42%) and Nourishing hair (42%).Table 15: Attributes of Hair care (Shampoo) considered by female respondents of Nadaun Block.S.no12345678910111213141516Attributes for Hair Care (Shampoo) nadaun femaleAttributesTotal SA (5) A(4) N(3) DA(2)Making hairs softer3549%34%9%6%Making hairs Dandruff free3549%37%6%3%Making hairs roots healthy3546%40%6%6%Making hairs healthy & shiny3537%31% 14%11%Preventing hairs from grey3546%29% 11%9%Prevent hair fall3543%37% 11%6%Nourishing hair3549%40%6%3%Defrizz curls3543%37% 11%6%Repair damaged hairs3549%37% 11%3%Silky & smooth3543%40%9%6%Oil control3546%37%9%6%Medicated3546%40%9%6%Removes unpleasant odour3546%37%9%6%Avoid hair bristling3543%34% 11%9%Wash hairs easily with less3247%38%6%6%waterRevitalizedull hairs3546%37%3%9%17Herbal 0%100%100%100%100%100%100%6%100%Source: QuestionnaireThe table no 15 shows that attribute of hair care onwhich maximum (53%) of female respondents ofNadaun block are strongly agree is removes unpleasant odour.On the second place Medicated (50%),Wash hairs easily with less water (50%), Revitalizedull hairs (50%) attributes are strongly agreed by fe-male respondents of Nadaun block. Maximum of female respondents of nadaun block are agree onattribute like Preventing hairs from grey (43%), Silky& smooth (43%), Wash hairs easily with less water(43%) and Herbal nature (43%).Table 16: Anova on likert scale data.ANOVASource of VariationSSdfMSFP-valueF critBetween hin Groups2528.06315016.85375Total150923.6159The results are concluded based on the p-values and asignificance level of 0.05. It shows that there is a significant difference between attributes considered bymale and female respondents for Hair care (Shampoo)in Nadaun block of Nadaun district. Therefore, nullhypothesis is rejected and alternative hypothesis isaccepted because F value is greater than F crit.Ho Hypothesis is, that there is no significant difference between attributes considered by Male and female respondents for hair care( Shampoo) product inSujqanpur block of Hamirpur district.151
[(Asian J. Adv. Basic Sci.: 5(2), 2017, 143-153) Gender Difference on Rural Consumer Behaviour for Preference of ]Table 17: Attributes of Hair care (Shampoo) considered by male respondents of Sujanpur Block.Attributes for Hair Care (Shampoo)Sujanpur MaleS.No.AttributesTotal SA (5)A(4)N(3)1Making hairs softer3053%27%7%2Making hairs Dandruff free3057%30%3%3Making hairs roots healthy3053%30%7%4Making hairs healthy & shiny3057%33%0%5Preventing hairs from grey3047%33%10%6Prevent hair fall3060%30%7%7Nourishing hair3047%37%10%8Defrizz curls3040%37%13%9Repair damaged hairs3047%40%7%10Silky & smooth3053%33%7%11Oil control3047%40%10%12Medicated3043%33%7%13Removes unpleasant odour3057%30%10%14Avoid hair bristling3053%37%3%15Wash hairs easily with less water3057%30%7%16Revitalize dull hairs3053%33%7%17Herbal nature3047%33%10%Source: QuestionnaireThe table no.17 shows that attribute of hair care onwhich maximum (53%)of male respondents of sujanpur block are strongly agree is Making hairs healthy& shiny, Repair damaged hairs, Removes unpleasantodour, Wash hairs easily
Hair care market in India: The value of hair care market in India is 200 million, whose total contribu-tion to FMCG sector is 8% and showing growth of 3.8%. There are different segment of hair care market i.e. hair oils, shampoos, hair colorants and condition-ers, and hair
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