14 Synopsis

Title of the Research Topic: Awareness of selected FMCG products in
Rural Areas: A study in selected villages in the state of Gujarat.
1
Title of the Research Topic: Awareness of selected FMCG products in
Rural Areas: A study in selected villages in the state of Gujarat.
Chapter 1
Introduction
According to Census of India 2011, out of total population of 1.21 Billion (121 Crores),
0.833 Billion (83.3 Crores) are in rural areas. The spread of population in 4,200 cities and
towns is to the extent of 25 %, and of the remaining 75% is in 5, 76,000 villages. Of these,
1,50,000 villages have a population ranging between 200 or less, 3,16,800 villages are in the
range of 500 or less & more than 200, 6,300 villages in the range of 5,000 or more and the
remaining 1,02,900 villages in the range of 5,000 or less but more than 500. (Dawar et al,
2001). Thus, as per the 1991 census, out of a total population of 839 million, 623 million
live in rural India. Hence the marketers believe that the rural markets offer opportunities
which are vast and yet relatively untouched (Narsimhan, 2005).
The latest population figures are based on data from the 2011 census of India. India has
641,000 inhabited villages and 72.2 percent of the total population reside in these rural
areas. Of them 145,000 villages have population size of 500–999 persons; 130,000 villages
have population size of 1000–1999 and 128,000 villages have population size of 200–499.
There are 3,961 villages that have a population of 10,000 persons or more.India's
27.8 percent urban population lives in more than 5,100 towns and over 380 urban
agglomerations.
This study is conducted in Gujarat, Located on the western coast of India, has the longest
coastline of 1,600 Km. The population of the Gujarat State was 50,671,017 as per the 2001
census data. Gujarat Population Census Data 2011 show that Gujarat has Total
Population 6.03 Crores out of which 57.42% of people reside in the rural areas.
The Insurance Act of 1938 defines a rural sector as any place having a population of 5000 or
less according to the latest census; population density of 400 per sq km or less; and where no
less than 75 percent of the male working population earns its income from agriculture (Syed,
2008).
According to a study by Chennai-based Francis Kanoi Marketing Planning Services Pvt Ltd,
the rural market for FMCG is worth Rs.65,000 crore. (Ghosh, 2007) points that FMCG is an
impor tant contributor to India‘s Gross Domestic Product (GDP) and is also the forth largest
sector in the Indian economy responsible for providing employment to approximately five
percent of the total factory employment. He further observes that the food processing and
the backward linkages established by eminent companies that have already entered the rural
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zone, and with a number of Indian and foreign companies that are stepping in, the
purchasing power of farmers is surely going to increase.
Today the rural market offers a vast untapped potential. Development programs in the field
of agriculture and related activities such as health education, communication, rural
electrification, etc have improved the lifestyles of village population. Rural India, which
accounts for more than 70 per cent of the country's one billion population (according to the
Census of India 2001), is not just witnessing an increase in its income but also in
consumption and production. It is due to this change wave, rural marketing has emerged as a
special marketing strategy, but often, rural marketing is confused with agricultural
marketing. Agricultural marketing refers marketing of produce of the rural areas to the urban
consumers or industrial consumers. These consist mainly of agricultural commodities and
some small scale industry products such as dairy products and Khadi Gram Udyog products.
On the other hand, rural marketing consists of delivering manufactured goods and services
to rural producers and consumers.
1.1 Need for the Study

The rural Indian population is large and its growth rate is also high. Over 75% India‘s one
billion plus population lives in around 576000 villages in rural areas. This simply shows the
great potentiality rural India has to bring the much needed volumes and help the FMCG
companies to bank upon the volume driven growth.
India is now seeing a spectacular shift towards affluence in rural households. As per the
National Council for Applied Economic Research (NCAER) study, there are as many
‗middleincome and above‘ households in the rural areas as there are in the urban areas.
There are almost twice as many ‗lower middle income‘ households in rural areas as in the
urban areas. And this number is expected to increase in the coming the years.This apparently
is the result of development work, which happened under the five years plans and other
special programmes such as land reforms, rural electrification rural communication, and
rural credit facilities, etc. FMCG being one of the largest industry has a great potential in the
rural markets for as the urban markets have got stagnant and rural people getting touch of
the urban style of living and use all the products used by the urbans.
1.2 Further Scope of the study

According to Census of India 2011, out of total population of 1.21 Billion (121
Crores),0.833 Billion (83.3 Crores) are in rural areas. The spread of population in 4,200
cities and towns is to the extent of 25 %, and of the remaining 75% is in 5, 76,000
villagesAs it is a known fact that more than sixty percent of the population of India resides
in the rural areas, the sellers of different products have huge markets to conquer in these
areas. In this study it was seen that people in the remote rural areas or interior areas do not
get the privilege of using many brands available in the market, as the availability of the
brands is very less. Even if the people know about the major brands they are not able to use
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it. There is wide availability of counterfeits or fake products. These counterfeiters are cheap
and also widely available, thus people use them more.
This study has a wide further scope to be carried on. The researchers can study about
different demographic behavior of the villagers. As the rural people are moving towards the
urban areas for work and are using technology of all kind, they would be more aware of the
products and brands. And this can be of great support in understanding their changed
behavior towards different products.
There are people in the rural areas that are moving towards urban areas also for the higher
education. This will also play a very important role in studying the changed behavior of the
rurals towards their use of products.
A study can be made on the reason why there is a wide availability of counterfeit products in
the rural markets. During this study it was seen that the counterfeit products (look-alike and
spell-alike) products are available in the urban markets also but mostly targeted towards the
labor class people. It can be probably because these labor class people come from the rural
areas and don‘t know much about the products. Study can also be made to study where these
kind of counterfeit products are made and how are these products distributed.
More studies can be done on the supply side also. Different strategies for selling the
products by the companies in the rural regions can be studied and also the distribution
channel which makes it possible for the products to reach in the remote areas. Is the
distribution channel good enough to reach the remote or interiors? If the channel is good
enough hen why are people not getting the genuine brands to use? All these questions need a
thorough study to be done.
Gujarat has electricity in almost all its villages except a few. And according to the CEA
(central Electric authority) report (Link Given in references) by 2015 all the villages in
Gujarat will be electrified by 2015. With the technology reaching even to the rural areas
people will have access to all kind of advertisements and this may lead to more knowledge
of the available products.
Further studies can be made on the IMC programs designed by the companies to promote
the products sold by them. There can be exclusive advertisements and sales promotion
programs which would lure the villagers to buy the products. Studies can be made to
understand the population region wise and what kind of advertisements and promotional
programs can be designed for them.
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Chapter 2
LITERATURE REVIEW
2.1. Introduction to rural markets
It was once said by Mr. Adi Godrej of the Godrej industries that the rural markets are vibrant
and the rural consumers are discriminating. It is at the current rate of development, and
growth, the rural market will soon outperform the urban market. He also said that, the rural
market will not be sleeping any longer. This clearly shows that the significance of the rural
market at the current competition is to capture the consumer loyalty and the market share.
India is mainly comprised of villages and it is considered as the land of villages. It is even
today; about 70 % of its overall population survives in villages. Always the private sector
used to ignore this huge population because of the low literacy rate, low level of income and
the greater cost due to the inappropriate infrastructure facilities. The unavailability of the
appropriate distribution media and the channels and the low awareness makes the rural
market to never view upon as the market of profit making. Though, as the development in
the urban market began stagnating, the requirement for discovering the new market became
apparent. Thus, the organizations began searching for the forays into rural market for
development. Though, the consumers in the rural areas are divergent from that of the
consumers in the urban market in terms of the attitudes, priorities, interests etc., they possess
to be dealt in various ways (Dhumal, Tayade & Khandkar, 2008).
2.2 Rural Consumer
Foxall (2005) mentioned that, consumer behavior is the process which engages the people in
searching for, using, evaluating, selecting, purchasing, and disposing of services or products
with their own desires and needs. According to Schiffman and Kanuk (2007), brand name
plays an important and key role in marketing and also results in the success of a particular
service or product. According to Rooney (1995), the industries or organizations use brand
name as a new way to attract customers and also to keep them by promoting image, value,
lifestyle, and prestige. It is reported by Balram Dogra & Karminder Ghuman (2008) that
with around 72 percent of the population surviving in the villages and producing around half
of the income of the nation, the rural market is being viewed as the avenues of future for the
growth of business. It displays regional, linguistic, economic disparities and cultural
diversities, therefore could be recognized as much composite as that of the complete market
of a particular continent.
2.3 FMCG Market

Fast Moving Consumer Goods companies are the fourth largest industries in India, and it
creates career opportunities for more than people and it have market size of
about Rs 110000 crores (Kavitha, 2012). It is found out by Subramanian and Gomez-Arias,
(2008) that despite the constraints of the resource and income, the consumers are much
creative and sophisticated. They are provoked not just by physiological and survival
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requirements. But they need to accomplish higher order requirements either to construct the
social capital, for the cultural reasons or as a mechanism of compensatory.
2.4 Fake/Counterfeit Products

The fake FMCGs could be categorized into two types, they are, second – pass – off products
and the counterfeit products. The counterfeit product is a type of duplication in which even
the unique producer would not be capable of discriminating among a fake and a genuine
product. The customers are frequently uninformed that they purchase goods that look like
what they desire. This creates worries to the companies since the fake products frequently
ride to the victory of the original manufactured goods, eating into sales. Also it might be in
some cases, creates harm to the health and safety of the consumers. But there are numerous
goods that the customers willingly use to buy with knowing that they are buying duplicates
or fake product like that of the MP3 and VCD discs. This is only because they are of the
lower price (Srivastava, 2006)
Counterfeiting continues to increase globally because of the high margins achieved through
counterfeiting by manufacturers and the demand for trade name goods at value prices by
consumers (Amine and Magnusson, 2007).
2.5 Rural Retailers

Retailer often plays a major role in adding and creating value to last services and goods
(Mehta and Lalwani, 2000). The rural markets in India with the demand base and colossal
size provide superior opportunities to the marketers. Two thirds of the consumers survive in
the rural areas wherein almost one third of the overall income of the nation is produced. It is
viewed as a profusion of chances, whether for the marketing textiles, durables and garments,
financial services or personal care products. The advertisements and promotions have been
emerged as the key influencing component in the promotion factor. Therefore it is suggested
that the greatest preference have to be provided to the promotional actions (Shapiro et al.,
1987).
2.6 Advertisements and Promotion

Bhanumathi and Hemameena (2006) evaluates the impact of advertising on the market of
consumer durables, it was found out that the friends are the major influence that was
followed by the relatives and therefore they have to be provided while planning of the
promotional strategies. It is observed by Subrahmanyan and Gommez-Arias (1999) that the
rural customers in general were manipulated by wrapping of the product on the other hand,
the urban people buy the product features and promotion.
2.7 Research Gap, Research Questions, Objectives and Hypothesis

Currently there are available literatures on the influencing features that seemingly appear to
be sufficient. Also there are studies on the particular geographic rural markets as such the
consumer behaviour in the rural market various in different categories of product and the
geographic markets (Sinha, 2008). The studies have been conducted on the different aspects
like the issues in the rural markets (Khatri, 2002), significance of the creativity in the
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generation of message and the execution of message while corresponding with rural markets
(Bansal & Easwaran, 2004), advertising challenges in the rural marketing (Balakrishnan,
2007), and general problems associated to the rural markets (Bijapurkar, Rama, 2000). Also
there are studies regarding the factors influencing the buying and consumption of the FMCG
products and the FMCG purchase behavior by the rural consumers (Ali, Thumiki & Khan,
2010).The research gap found in this study is that regarding the generation of awareness
regarding the selected FMCG products in the rural areas by the retail marketers. There is a
contradiction in the various studies done till now regarding the demographics, preference,
major influencers, availability of the brand and the role of media in the preference for a
brand in the villages. There were very few studies on the rural consumers of Gujarat with
respect to FMCG products. Thus it is in this study, the analysis on the awareness of the
selected FMCG products in the rural areas with specific reference to the villages in the state
of Gujarat.
2.7.1. Research Questions

i. What is the demographic profile of the respondents?
ii. To what extent are consumers belonging to rural part of Gurajat aware of the
availability of various brands of skin care, hair care and laundry products in
the market?
iii. How does demographic profile of rural consumers in Gujarat affect their
purchase decision towards a particular brand?
iv. How much do the consumers know about the counterfeit products available
in the market?
v. Which factors influence the rural consumers to purchase the counterfeit
products?
vi. Are the rural consumers aware of various communication medium used by
FMCG marketers in promoting their brands?
vii. Do consumers have the ability to differenciate between the genuine and the
counterfeit brands?
viii. How do rural retailers‘ influence the purchase decision of rural consumers in
Gujarat?
ix. Are retailers influencing the customers in buying of the counterfeit products?
x. How does the various communication medium used by FMCG marketers in
promoting their brands inflence the purchase decision of rural consumers of
Gujarat?
2.7.2 Objectives
i. To study the preference of rural consumers in Gujarat towards the selected FMCG
products -
Skin Care Products:
a) Bathing Soap
b) Face cream
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c) Talcum Powder
Hair Care Products:
a)Hair Oil
b) Shampoo
Laundry Products:
a)Washing soap
b) Detergent powder
ii. `To understand the demographic profile of the customers

iii. To understand the various influencers which impact the customer‘s purchase
decision of selected FMCG product categories.
iv. To determine the effect of demographic profile of rural consumers on the purchase
v. To comprehend the ability of rural consumers towards differentiating original and
counterfeit brands in the selected FMCG product categories.
vi. To assess the role of various media instruments utilized by marketeres of selected
product categories, in order to reach out to rural consumers.
vii. To determine the role of retailers on spreading awareness of selected FMCG
products, and its impact on the consumers‘ purchase decision.
viii. To evaluate the availability of counterfeit or fake products with the retailers, and
the role it plays in the purchase decisions.
2.7.3. Hypothesis
The following are the hypothesis framed for this study.
H0A: Age and preference for skin care products (soap, face cream, talc) brands are
independent
H0B: Gender and Preference for skin care products (soap, face cream, talc) brands are
independent
H0C: Educational qualification and Preference for skin care products (soap, face cream, talc)
brands are independent
H0D: Age and preference for hair care products (hair oil, shampoo) brands are independent
H0E: Gender and Preference for hair care products (hair oil, shampoo) brands are
independent
H0F: Educational qualification and Preference for hair care products (hair oil, shampoo)
H0G: Age and preference for laundry products (Washing powder, washing soap) brands are
independent
H0H: Gender and preference for laundry products (Washing powder, washing soap) brands
are independent
H0I: Educational Qualification and preference for laundry products (Washing powder,
washing soap) brands are independent
H0J: there is a positive association between the income of the respondents and price being
the factor to buy fake products
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H0K: there is a positive association between the educational qualification and ability of
respondents to differentiate between fake and genuine brands
H0L: There is significant difference between the attitudes of rural consumers towards
various support media.
H0M: Purchase behavior towards the selected FMCG products is dependent on retailer‘s
suggestions
H0N: Rural consumers have an ability to differentiate between original and counterfeit
products in the selected product categories
H0O: Advertisements create awareness about the FMCG products in the selected product
categories in the minds of the rural consumer
H0P: Advertisements with visuals and sound effect are influencing factors on the buying
decision of rural consumers for selected product categories
H0Q: Purchase of counterfeit products in selected FMCG products is dependent on the
suggestion of the retailer
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Literature Review Matrix
Sr Purpose Author Year Outcome Research Gap

No
1 Srivastava and Kumar 2011 Rural markets
are
homogeneos
The contradiction has been

seen here with difference of
opinion of different
2 Murugai A 2012 Rural researchers with respect to
markets are the demographics of the
heterogeneo villagers. None of the study
us was based in Gujarat.
3 Bishnoi and Bharti 2008 Only educated villagers
are aware about national
brands
4 Bhatt and Jaiswal 1986 Females are important

decision makers
5 Demographics Sharma, Gupta and 2003 Rural people still believe
and general Manhas in old traditions and
dynamics women are not allowed in The gap identified here was
decision making that the villagers do not
understand the importance
of the various attributes of
the products and they are
not aware of the brands.
The contradiction can be
6 Marconi J 2003 Rural people prefer to clearly seen in the various
purchase brands literature.
7 Srivastava and Kumar 2011 Rural people do not

purchase brands
Preference for
brands and
attributes
10
8 Prahalad 2005 Signifies the importance of
the product attributes
which make the buyer
purchase the produc
9 Anand and Krishna 2008 Importance of making

people aware about
product attributes
10 Influencers Bhatia 2008 The rural retailers different studies suggested

manipulate 35 per cent of different influencers for the
the purchase decisions. villagers to buy the brands
11 Bhanumathi and 2006 Friends play a major role

Hemameena in influencing the buying
behavior followed by
relatives
12 Khatri 2002 Points the importance of

trust factor between the
retailers and the
consumers.
11
13 Sehrawet and Kundu 2007 Importance of packaging
in the buying of the
product
14 Krishnamacharyulu & 2006 Influence of retailers is so

Ramakrishanan, strong that rural
consumers readily buy
counterfeit products
15 Bailay 2003 Importance of retailing

and retailers in rural
markets
16 Lehu and Bressoud 2008 Rural people do not have

awareness about the
branding due to illetracy
and unawareness about
recent events..
Advertisement and
branding plays a key role
in selling products.
12
16 Randhawa and Chahal 2005 The rural customers are
much influenced by the
advertisements and the
impact created by it
specially the electronic
form of ads
17 Advertising Kumar and Madhavi 2006 Television has been found

and to be the leading source of
Awareness information
18 Advertising Patel & Prasad 2005 Found the importance of Some studies have been
and local language and dialect made regarding the various
Awareness as an important mode of media support. But what
communication among the kind of media can play an
rural consumers. important role to attract
customers has not been
touched.
19 Laroche, M., Pons, F., 2003 Promotion, a component

Zgolli, N., Cervellon, of marketing mix, helps
M. C., and Kim, C the consumers generating
a strong impact on short-
term consumption
13
20 Counterfeit Velayudhan 2003 Studied that rural The study of the counterfeit
Products consumers are easily products has not been made
fooled by look-alike and in Gujarat. What make rural
spell alike products consumers to buy these
products. are they aware
about what are they buying.
21 Habeeb-ur-Rahman 2004 State that the consumers

are attracted towards the
fake products due to the
lower prices
22 Cordell, Wongtada and 1996 Consumers use

Kieschnick Jr. counterfeits to get the
prestige of the genuine.
23 Selvaraj 2007 Counterfeits give more

profits to the retailers and
so become popular
14
24 Meghrajani 2012 Wide availability of
counterfeits in rural
markets makes them
popular
25 Price Banumathy and 2006 Quality plays an imp role

Hemameena towards the preference of
a product and price does
not matter.
26 Srivastava & Kumar 2011 The rural consumer

purchase cheap products.
It is in reality they look for
value for money
27 Chikweche and 2010 the price recognized as the gap identified here is
Fletcher the only and much that rual consumers are
significant components in influenced by the price. But
the purchase decisions of what kind of consumers
customers would go for low priced.
Also so far very few studies
have been made to
understand the price as a
major influencer.
15
28 Pilley and Sexena 2005 Points the importance of
disposable income with
the rural consumers which
affect their needs and
aspirations
29 Price Habeeb-ur-Rahman 2004 The price is the major

factor which influences the
consumer to buy fake
products.
30 Kumar and Madhavi 2006 Rural consumers are

quality conscious but with
reasonable price offers.
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Chapter 3
Research Methodology
3.1 Research approach: Quantitative Research Approach
3.2 Research Design: The study uses both the descriptive and exploratory research
designs
3.3 Sampling design: The study uses cluster sampling as well as convenient sampling.
The entire population is divided into groups of North Gujarat, South Gujarat, West
Gujarat and Saurashtra and equal number of people are selected to from each cluster
through convenient sampling.
3.4 Sampling Unit: The sampling unit considered for this study is the people of
Gujaratresiding in the selected villages
3.5 Sample Size: The sample size for quantitative study is chosen from the four
geographical areas. That is from South Gujarat, Central Gujarat, North Gujarat and
Saurashtra. From each zone, a number of 385 people will be surveyed totally from the
four areas; the sample size would be 1540. The calculation for fixing the sample size is:
Z² P (1-P) (1.96)²0.5(0.5)
S= ___________ = ____________ = 385 customers.
d² (0.05)²
Following are the values for the equation
Z= Z VALUE = 1.96
P = Proportion value (0.5)
d= Precision Level = 0.05
In addition, retailers have been interviewed to get the entire details of the awareness of the products
among consumers.
3.6 Sampling Plan
The sampling plan decided for this study is to collect the survey from a number of 1540
people and village heads throughout the villages of Gujarat. The people were made to fill
the self administered questionnaires.
3.7. Data Collection Method
The primary data is collected from the people and village heads of the entire regions of
Gujarat. Further, the retailers have been personally interviewed.
3.8 Experts Opinions for Questionnaire design
After thorough literature review there were certain parameters and variables which were
taken into consideration for designing the questionnaire to fulfill all the objectives in the
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study. The experts do not want their names to be disclosed and want their opinion to be
shared without giving out their names. The experts include the Area marketing manager
(Surat) and the marketing head for Gujarat from a very well known FMCG company. The
other experts are the marketing executives from other well-known company. The opinion
was also taken from the distributors of FMCG products across Gujarat so as to know if all
the questions included were valid and would justify the study.
3.9 Analysis and Interpretation of data
This study employs the following statistical tools to analyze the primary data collected.
They are
i. Graphical method
ii. Simple percentage method
iii. ANOVA
iv. Chi-square
v. Factor analysis
vi. T- Test
vii. Corelation
This section besides explaining the statistical tool required for testing the proposed
research hypothesis has explained how the researcher has managed to maintain the
validity and reliability despite of several limitations involved in conducting the research.
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Chapter 4
Data Analysis and Interpretation
4.1 Missing Values
From the analysis it was observed that all the values have missing value less than 5%. The
missing values are for the variable ‗others‘. Hence missing values are not a problem for this
data.
4.2 Demographic Profile
Table 1
Demographics Percentage (%)

Male 50
Gender Female 50
18-25 20
26-35 28.1
Age 36-45 34.8
above 45 17.1
Nil 6.5
Less than 8th std 14.4
Till 8th 25.5
Education SSLC 25.9
HSC 18.4
Undergraduate 8.9
Postgraduate 0.4
Working 63.3
Occupation Unemployed 36.7
less than 5000 11.3
Monthly Family 5000-8000 27.4
Income (INR)
8001-15000 32.1
more than 15000 29.3
Source: Primary Data
From table 1 form the demographic profile it is observed that 50% of the respondents are
females thus, it can be interpreted that the females are actively involved in the purchase
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decisions. It can be depicted that 35% of people are in the age group of 36-45, which means
that people in this age group are the earning members in the family and so they are involved
more in buying the selected FMCG products. From the table it can be observed that only 6
% of the people are uneducated rest of the respondents have taken at least primary
education. This we can say that the respondents are able to read and write or at least
understand the packaging of the products. It is also seen from table 1 that 63.3% people are
employed and 32.1% people have the monthly income between 80001-15000 INR.
4.3 Descriptive Statistics
4.3.1 Preference of the Brands for the selected products
Table 2
Product Brand Name Mean Std.

Deviation
Bathing Hamam 2.31 1.679
Soap Dove 2.71 1.472
Lux 3.34 1.304
Cinthol 2.72 1.353
Lifebuoy 3.24 1.405
Name-poonam 3.17 2.21
Others-godrej no 1 3.6 1.758
Face Himalaya 1.99 1.335

Cream F&L 3.37 1.427
Fairever 3.16 1.533
Ponds 2.71 1.236
Lakme 2.3 1.366
Other- nivea 1.26 1.183
Iothers- Vaseline 2.58 2.19
Talcum Ponds 3.77 1.362

Powder Gksanthol 2.58 1.425
Cinthol 2.65 1.507
Nycil 2.29 1.346
Cuticura 1.66 1.013
other_Emami 0.29 0.455
Hair Oil Parachute 3.74 1.245

Dabur 3.37 1.537
Vvd 1.91 1.091
Hair n care 2.54 1.276
Navratna 3.81 1.243
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Shampoo Chik shampoo 3.94 1.114
Cliplus 3.1 1.482
Hns 2.41 1.3
Pantene 2.45 1.56
Sunsilk 3.33 1.524
Others-dove 0.97 1.732
Product Brand Name Mean Std.

Deviation
Washing Power 2.2 1.254
Soap Tide 2.43 1.361
Wheel 3.64 1.266
Nirma 3.69 1.371
Rin 3.05 1.483
Other-OMG 0.39 0.781
Others-Poonam 0.93 1.743
Detergent Ariel 1.99 1.283

Powder Wheel 3.26 1.3
Nirma 3.46 1.517
Tide 3.24 1.428
Rin 2.7 1.326
Other_OMG 0.19 0.597
Other_Poonam 0.4 1.261
From Table 2 preference for the brands in the selected product categories can be observed.
In the bathing soap respondents preferred ‗Godrej no 1‘ and then ‗Lux‘. For Face cream
more preference was towards ‗Fair and Lovely‘ and for face powder preference is for Ponds.
In the hair care category, preference is towards ‗Parachute‘ in hairoil and ‗chik‘ in shampoo.
It is observed that in the laundry products, ‗Nirma‘ has it preference in both detergent and
washing soap category.
4.3.2 Important Attributes

To study the important attributes which influence the buying behavior of a particular product
by the rural consumers in the selected product category the survey included the questions
which would give an understanding of the various important attributes. These attribute
included the general and product category specific attributes.
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4.3.2.1General Attributes influencing the purchase
Table 3
Attributes Mean Std.

Deviation
Nominal price 4.13 0.975
Brand Image 3.02 1.306
Quality 3.03 1.236

Value for money 3.9 1.163
Packaging 2.91 1.35
Discounts and offers 4.24 1.052
Availability 3.15 1.339

More Quantity 3.05 1.377
From table 3 it is observed that the rural respondents are inclined towards nominal prices
and discounts/offers given on products
4.3.2.2 Product category specific Attributes Influencing the Purchase
Hair Care Products
Table 4
Attributes Mean Std. Deviation

Softens hair 2.97 1.320
Prevents hair fall 2.82 1.284
Fragrance 3.86 1.075
Easy to apply 3.13 1.379
Non-sticky 2.69 1.318

Easy to rinse 2.98 1.184
Helps in growth of hair 2.75 1.260
Conditions the hair 3.54 1.296

Prevents dandruff and lice 3.13 1.326
Prevents graying of hair 2.50 1.320

Removes dirt in hair 3.77 1.100
Lesser chemical ingredient 3.04 1.285

Natural ingredients 3.10 1.262
From table 4 it shows the preference of the people in the rural areas towards the fragrance in the
products and the second preference is for the cleaning of the hair.
22
4.3.2.3 Skin Care Products
Table 5

Deviation
Prevents drying of skin 3.64 1.151
Fragrance 3.58 1.313
Natural or herbal make 3.20 1.322
Less chemicals 3.14 1.325
Moistures skin 3.33 1.320
Adds fairness to skin 3.59 1.311
Removes blackheads and dark 2.73 1.245
sports
Removes pimples 2.92 1.412
Adds freshness 2.75 1.220
Acts a sunscreen 1.99 1.068
Prevents heat rashes 2.33 1.194
From table 5 it is seen that the respondents give more importance to fairness factor and dryness in
skin for purchasing the skin care products.
4.3.2.4 Attributes Important for purchasing Laundry Products
Table 6

Deviation
Removes stains easily 4.17 1.011
Safe to skin 2.76 1.204
Garment friendly 2.81 1.366
Produces more lather 3.57 1.227
Washing machine friendly 2.60 1.225
Non-sticky 2.77 1.278
Easy to rinse 3.44 1.149
Adds Fragrance to cloth 3.52 1.276
Prevents discoloration of 3.17 1.435
cloth
Preserves texture and quality 2.60 1.173
of garments for a long time
From table 6, it is seen that respondents are more inclined towards the removal of stains in
the laundry products.
4.4 Major Influencers which help purchase

To understand which factors influence the rural consumers in buying of the particular
products, the study was conducted to find the influencers.
23
Table 7
Infuencers Mean Std.

Deviation
Friend’s recommendation 3.41 1.397
Recommendation of the family 3.41 1.192
members
Recommendation made by the local 3.84 1.219
retailer/shopkeeper
Advertisement 3.19 1.331
Endorsed by favorite celebrity 2.46 1.144
Past Experience 3.97 1.252
From table 7, it is seen that retailers recommendation is very important for the buyers to buy
the selected FMCG products.
4.5 Media drive
The study was conducted to find the influence of the various media vehicles and the type of
the advertisement forms which attract the respondents. The respondents were asked which if
they bought any of the products getting influenced by advertisements.
Table 8
Media Frequency Percent

Newspaper 217 13.6
Television 494 30.9
Radio 308 19.3
Village fairs 418 26.1
Wall paintings 1 0.1
Shop posters 54 3.4
Folk theatre 1 0.1
Video on wheels 6 0.4
Banners on animal carts 15 0.9
Word of mouth 86 5.4
Total 1600 100
24
4.5.1 Form of advertisement
Table 9
Ads Form Frequency Percent
textual form 105 6.6

text with sound 74 4.6
text with visuals 339 21.2
moving visuals 646 40.4
movies with short 136 8.5
stories
only sound 298 18.6
Total 1600 100
From table 9 it is observed that the respondents in the villages are more attracted towards the
moving visuals in the advertisements.
4.5.2 Advertisement creating awareness

Table 10
Advertisement Frequency Percent

creating awareness
strongly disagree 205 12.8

Disagree 174 10.9
Neutral 304 19.0
Agree 669 41.8
strongly agree 248 15.5
Total 1600 100.0
From table 10, it is seen that 41.8 percent people believe that advertisement create awareness
about the different products in the market.
4.5.3 Liking for advertisements
Table 11
Variables Mean Std. Deviation
Theme of the advertisement 2.38 1.166
Models enacting the advertisement 2.85 1.430
Visuals involved in it 3.52 1.334
Captions and punch lines 3.35 1.309
Overall feeling that the advertisement gives 2.63 1.364
Time duration for which the advertisement 2.86 1.437
lasts
Table 11 shows that people like the visuals involved in the advertisements.
25
4.6 Attitude towards the Retailers
The study also includes the influence of the retailers on the consumers also the respondents attitude
towards the retailers.
Table 12
Statements Mean Std. Deviation

Buy FMCG products from the same shop keeper 3.95 1.188
blind trust on the words of the shopkeeper in 3.09 1.136
buying a FMCG brand
Belief that the retailer suggests brands only if 3.43 1.012
they are really worth suggesting
Buying brands based on the shopkeepers words 2.55 1.003
has created problems to my health, in the past
My experience with the products suggested by 3.43 1.049
the retailer has been good so far.
I feel that my retailer suggests me brands only 3.05 1.016
out of the personal interest towards me.
From table 12, we observe that most of the people buy from the same retailer.
4.7 Attitude towards Counterfeit products
To study whether the respondent s know about the counterfeit (look-alike or spell-alike) products, if
they could differentiate between the genuine and the counterfeit products, relevant questions were
included in the questionnaire.
Table 13
Statements Mean Std.

Deviation
I know very well to differentiate between 3.13 1.191
original and counterfeit product
I do not have the ability to differentiate 3.17 1.094
between original and counterfeit product
In the past I have been sold with counterfeit 3.13 1.251
products and fooled by the retailer.
I do not have any experience of buying a 2.71 1.258
counterfeit brand in the past
I buy a counterfeit brand purposely in order 3.07 1.286
to save money
I always buy original brand rather than a 3.41 1.064
counterfeit brand
From table 13, it is observed that the respondents feel that they buy genuine products and
are able to distinguish between the original and counterfeiters.
26
4.8 Reliability
The overall reliability (crohnbach‘s alpha) of items of this research was 0.91 which is deemed to be
good. Hence it was considered to include all items for further analysis except those which had
kurtosis of less than 1.96.
4.9 Validity of the study
The constructs included in the confirmatory factor analysis had crohnbach‘s alpha of more than 0.7.
The in crohnbach‘s alpha indicated the internal consistency between the constructs and deemed to be
good. All the items included in the analysis had factor loadings of 0.4. Hence this indicated the
assessment and validation by using the discriminant and convergent validity.
4.10 Hypothesis testing
Objectives
i. To study the preference of rural consumers in Gujrat towards the selected FMCG
products -
Skin Care Products: a) Bathing Soap
b) Face cream
c) Talcum Powder
Hair Care Products: a)Hair Oil
b) Shampoo
Laundry Products: a)Washing soap
b) Detergent powder
ii. `To understand the demographic profile of the customers
iii. To understand the various influencers which impact the customer‘s purchase
iv. To determine the effect of demographic profile of rural consumers on the purchase
v. To comprehend the ability of rural consumers towards differentiating original and
counterfeit brands in the selected FMCG product categories.
vi. To assess the role of various media instruments utilized by marketeres of selected
product categories, in order to reach out to rural consumers.
vii. To determine the role of retailers on spreading awareness of selected FMCG
products, and its impact on the consumers‘ purchase decision.
viii. To evaluate the availability of counterfeit or fake products with the retailers, and
the role it plays in the purchase decisions.
4.11 Hypothesis
The following are the hypothesis framed for this study.
H0A: Age and preference for skin care products (soap, face cream, talc) brands are
independent
H0B: Gender and Preference for skin care products (soap, face cream, talc) brands are
independent
27
H0C: Educational qualification and Preference for skin care products (soap, face cream, talc)
H0D: Age and preference for hair care products (hair oil, shampoo) brands are independent
H0E: Gender and Preference for hair care products (hair oil, shampoo) brands are
independent
H0F: Educational qualification and Preference for hair care products (hair oil, shampoo)
H0G: Age and preference for laundry products (Washing powder, washing soap) brands are
independent
H0H: Gender and preference for laundry products (Washing powder, washing soap) brands
are independent
H0I: Educational Qualification and preference for laundry products (Washing powder,
washing soap) brands are independent
H0J: there is a positive association between the income of the respondents and price being
the factor to buy fake products
H0K: there is a positive association between the educational qualification and ability of
respondents to differentiate between fake and genuine brands
H0L: There is significant difference between the attitudes of rural consumers towards
various support media.
H0M: Purchase behavior towards the selected FMCG products is dependent on retailer‘s
suggestions
H0N: Rural consumers have an ability to differentiate between original and counterfeit
products in the selected product categories
H0O: Advertisements create awareness about the FMCG products in the selected product
categories in the minds of the rural consumer
H0P: Advertisements with visuals and sound effect are influencing factors on the buying
decision of rural consumers for selected product categories
H0Q: Purchase of counterfeit products in selected FMCG products is dependent on the
suggestion of the retailer
4.12 Summary of the findings

Table 14
Sr No Hypothesis Quantitative Acceptable Actual Value Remarks
Tools Values
1 H1 ANOVA 0.05 0.000 H1 accepted

2 H2 T-Test 0.05 0.093 H2 rejected
28
5 H5 T-Test 0.05 0.299 H5 rejected
8 H8 T-Test 0.05 0.299 H8 accepted
10 H10 Correlation 0.05 0.001 H10 rejected
11 H11 Correlation 0.05 0.000 H11 rejected

12 H12 Chi-square 0.05 0.000 H12 accepted
Source: From Author‟s Primary Findings
Chapter 5
Findings, Suggestions and Conclusions
From the survey and data analysis there are certain findings which suffice the objectives of
the study. The findings have been written in the order of the analysis done from the
questionnaire. For each finding there is a conclusion and marketing implication, the
respective objective of the study and the question numbers in the questionnaire have been
mentioned along with the findings.
5.1 Demographic Findings (Objective 2, Question 1. a to f)
After studying the literature and taking the expert‘s opinion on the inclusion of all the items
in the questionnaire the data was collected from 1600 respondents in the selected villages
across Gujarat. The data was then analyzed through the software and various finding were
made by the same. The findings give understanding of the dynamics of the rural consumers.
Also interviews were taken of the retailers to understand the rural retails. The findings
suggest that the rural women are more actively involved in the purchase of the products and
they have their own opinion in the shopping of products. Thus the marketers need to design
the marketing strategies to draw the women customers. Maximum of the respondents ranged
between the age group of thirty six to forty five, which means the earning member of the
family is making decision about the purchase. Most of the respondents were having some
kind of education taken though it would be in the local language only as most of the villages
29
were having schools in vernacular language only. It was found that the monthly family
income of fifty percent respondents was in between the range of INR 5000-15000.
The demographic profile is very important to the marketers to study the needs and
preference of the customers as per their gender, age, education and income. This helps the
marketers to design the strategies which would be helpful in selling the products to customer
of different age group, gender, education and income.
5.2 Preferable brands (Objective 1, Question 2. a,b,c)
5.2.1 Skin care products brands
In the skin care products for the bathing soap respondents had preference for Godrej No.1
and then lifebuoy. Not only were this but there were respondents who had preference
towards Dove also. This shows that respondents are well aware of the various brands.
Though they said they have heard of many brands but they used only those brands which are
not priced heavily and easily available.
Since years people in India have been having a liking for the fairness products. The brown
skin turning white is a priority for majority of people in India. On surveying the rural
customers buying the skin care products, it was found that they too have a special liking for
fairness creams. Also they preferred the creams having fragrance and prevention of drying.
Fair and lovely is the most preferred brand among the rural customers.
In the Talcum powder category the preference was widely towards Ponds. Some respondents
used some local brand also called Gokulsanthol which resembled to the Santoor brand of
products. There were also respondents who preferred brands like Cinthol, Nycil etc, but
preferring and buying a brand seemed two different things which were found through the
observation study. Further in the study it was also observed that the respondents were
cheated with the look-alike and the spell-alike products too. So when they talk of preference
it was not sure what they actually bought.
From the above conclusions it can be implement that the more focus for the marketers
should be on the fairness component of the skin care products. As the respondents prefer to
have good fragrance in the products, the FMCG companies directing their sales towards the
rural can consider this as an important attribute.
5.2.2 Hair care products
In the hair care products the respondent showed their preference towards Navratna Oil.
There is also locally made oil known as VVD which was also preferred by some
respondents. The bend towards Navratna could be because of the coolness in the oil or may
be the advertisement which targets the mass public. During the survey it was observed that
there were many look-alike and spell-alike products of Navratna, having the same kind of
packaging and bearing the same old man‘s picture and also same kind of logo. Through this
30
it could be concluded that it is so easy to convince the villagers in making them accept the
fake products. The respondents were of the opinion that the oil was good and had a soothing
effect on their head. The second best option preferred by respondents was Parachute, may be
because of the advertisement effect or wide availability. There were many look-alike and
spell-alikes of Parachute Oil also in the market.
As for shampoo the preference was for Chik shampoo. Chick shampoo was launched
primarily for fulfill the need of people with low income and low purchasing power. In the
study it was observed that even there were products which were fakes of Chik shampoo also
which already originally a low priced product.
From the above conclusion it can be implied that respondents cannot much distinguish
between the genuine products and the fakes. Here the FMCG companies should be using
their resources in making people understand the availability of counterfeit/fake products in
the market and it can be harmful to use these products. Through advertisements people may
know the product through its package but it is a genuine product only that should be taught
to them.
It can be suggested here that if the marketers of the FMCG companies should concentrate on
educating villagers to use products which would not harm their health. If they can recognize
the products by their packaging shown in the advertisement then they should also be able to
distinguish between the counterfeit and the original products. special programs should be
arranged to educate the villagers about the products and the genuine brands.
5.2.3 Laundry Products
The preference in the laundry products was Nirma. For years traditionally any washing
powder has been known as Nirma only. In fact, the brand has become a home name in this
category. The other preferable washing powders were Rin, Wheel and Tide. The preferred
washing soap was also in the same brands. It was observed that in the washing category also
there were local makers who used the same kind of packaging design which could confuse
the villagers for counterfeiters.
From this it can be concluded that since the villagers are aware and can name the brands by
their brand names they should only be taught to differentiate between the genuine and
counterfeit brands.
5.3 Important attributes influencing the buying of selected products categories

(question 4. a, b, and c)
5.3.1 General Attributes
From the study it was found that there were some general attributes which influence the
buying behaviour of the villagers. Price or value for money has been found the most
important factors. The rural customers would prefer any brand which would be either low
priced, may be in their budgets or may give them the value for their money. Here the
companies in the FMCG need to understand the income of the customers and their readiness
31
to buy the brands in the prices set by the companies. People in the rural areas prefer to buy
low priced products, thus they end up buying either the local brands or the counterfeits. As
more than seventy percent of the population resides in the rural areas the marketers of
genuine brands can design product which can be easily purchased by the rural customers in
their pay-budgets.
5.3.2 Product Specific Attributes
The consumers have a specific preference for the attributes which are required to purchase
the various products in the selected categories. In the skin care products category the
customers are influenced by the fairness component in the cream. The second attribute is the
fragrance, removes dirt and then preventing the drying of the skin. In the hair care product
category the preference was again for fragrance and also silkiness in the hair. It was
observed that respondents would like to use shampoo to clean hair with fragrance in the
shampoo. Fragrance could be the reason for which the respondents preferred Navratna hair
oil.
5.4 Mediums which Influenced the Purchase Behavior (Q5. A)
The rural customers are well aware of all the brands but they are unable to distinguish
between the genuine and the counterfeits. Also the retailers are an important medium to
influence them to buy the products. As price seems to be an important factor for the
purchase of a product, the pricing strategies should be worked on well by the marketers to
attract more rural customers towards the genuine products. Discounts and offers are also
very important to the rural customers. The marketing technique to attract the villagers
through discounts and offers can also be considered.
The study also found that the villagers buy most of their requirements in the village fairs.
The marketers can design the discounts and offers to attract customers in these fairs. There
are around 3500 fairs and 1000 festivals are celebrated in Gujarat with great zeal, all through
the year. Some important fairs are Bhavnath Mahadev Mela (February), Dangs Darbar
(March), Chitra –Vichitra Mela (March), Dhrang Fair (April), Trineshwar Mahadev also
known as Tarnetar Fair (September-October), Vautha Fair, Shamlaji Fair, Kutchch Utsav,
Sanskruti Kunj Fair. The visit to the fairs is made to fulfill the religious need and also to
have all kinds of enjoyments. The villagers make purchase of all the kinds of goods from the
fairs. The leading cold drink brand coca cola has captured the rural markets through strides
with fairly low prices at these fairs (see Annexure for pictures). This is where the marketers
can capture a market for their products. As the fairs are a big attraction with the people,
stalls can be bought at the fair to not only sell the products but also to make villagers aware
of the difference between the genuine and the counterfeit brands.
5.5 Awareness Medium (Q6. A, b and c)
With the advent of the technology and a huge vogue for television, it has become easy for
the marketers to make people in general aware about the brands and the different products
32
available in the markets. Even the villagers love to watch television and get attracted by the
moving visual, jingles and different kinds of advertisements. Strategies can be so designed
which can not only make the villagers aware of the products but also make them to
understand the difference between the genuine and the counterfeit products.
Advertisement can be designed in local languages with melodious jingles and song to attract
the attention of the villagers. These advertisements can be shown on the local channels. It is
found that the villagers are also attracted towards the village fairs and buy products of their
needs in the fairs. The marketers can have special screening of their products advertisements
to make them aware of the new products, the difference between the genuine and counterfeit
products and also the consequences of using the counterfeiters.
5.6 Preference of genuine Brands and use of counterfeiters (Question 8)
By studying the preference of the selected product category brands it has been found that
almost all respondents have heard of all the major brands available in the markets. Whether
the products are available or not in the markets in their villages yet due to the advertisements
seen on the television the villagers are aware of all the major brands in the selected products
category. Thus the marketers of the FMCG products need to design strategies to increase
the buying of their brands and should not concentrate on making people aware of their
brands.
From the study it was observed that respondents or rural people would like to prefer to use
the branded products in the selected product category. Though the respondents are not able
to make a difference between the genuine and the counterfeit brands, yet they feel that they
are using the genuine brands. These counterfeit brands are the look-alikes and spell alikes of
the genuine brands and look exactly like the genuine brands. This may be the reason that the
villagers are not able to distinguish between the genuine and the counterfeiters. The roles of
the marketers become very active here as they need to work on strategies which would make
the rural customers aware of the difference between the genuine and the counterfeit
products. Also the rural customers should be made to know the terrible consequences of
using the counterfeiters. The villagers need to learn that the counterfeiters can deteriorate
their health in many ways. And this is possible only if the marketers are able to reach the
village people and show them the differences in the products.
There are many attributes due to which the villagers purchase a particular product. The
skincare products are purchased for the fairness, skin moisture and fragrance attribute.
Attributes like fragrance are very important for the hair care products after fulfilling the
cleaning criteria. As far as the laundry products attributes like removes stains, lots of lather
and fragrance are important. Special Products can be designed with few attributes desirable
to the villagers so as to increase the market share and also to capture the rural markets. The
rural market has more potential to the marketers than the urban.
33
5.7 Importance of Retailers (Question 7)
The villagers trust the retailers blindly and purchase the products on the retailers‘
recommendation. The marketers should concentrate on this channel and give retailers their
share of profits and other facilities in the way that they are motivated to sell the genuine
brands. It was observed in the studies that the availability and the price of the counterfeiters
is a major reason for the villagers to buy these products. On interviewing the retailers it was
found that the distributors of the counterfeit products give them products on credit and the
profit margin on these products is very high. The reason for selling these products is the
margin factor and the credit facility. The retailers are the most important links between the
producers and the customers. This link needs to be utilized in a better manner. The retailers‘
opinion is very important to the rural customers. They trust the retailers blindly and believe
that the retailers would suggest buying a product which is good for the customer. If the
marketers keep good relations with the retailers than the marketers can gain good market
share for their products. This can in a big way encourage the retailers to sell the branded
products to the villagers.
The good relations can be built by understanding the requirements of the retailers. Through
interviews of the retailers it was found that the retailers hoard products which they get on
credit as most of the customers are of low income and buy in small quantity on daily basis
and that too on credit. The profit margin to the retailers on the sale of counterfeit products is
more. For e.g. while talking to them it was found that the profit one selling one counterfeit
shampoo sachet is thirty paisa and selling genuine brand is ten paisa on a one rupee sachet.
This shows why the retailers are so inclined to sell the counterfeits.
Other problem which retailers faced was the distribution of products. The distributors of the
original brands do not reach to the remotest of the village and the retailers have to go to
other villages or nearby towns to buy the products, on the other hand the sellers of the
counterfeits send the products through the distributors either on a two wheeler or van. The
retailers know very well about the customers trust on them and sell the products which they
feel would keep the customer to them only.
5.8 Price or value for money as an important factor
Price is a very important factor for any product to be bought by the respondents. Probably
sometime price becomes more important that the people are ready to buy the counterfeit
products also. Most of the people being from the lower income group prefer low priced
products. Educational qualification also plays a very important role for customers to choose
products, as people are not educated or have minimal education they buy products which are
of not genuine brands and thus end up buying low priced goods. The other important factor
relating to price is the value for money. Customers are keen to have a value for money for all
the money spent on the products purchased by them.
34
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Title of the Research Topic: Awareness of selected FMCG products in

Rural Areas: A study in selected villages in the state of Gujarat.

1.1 Need for the Study

1.2 Further Scope of the study

2.1. Introduction to rural markets

2.2 Rural Consumer

2.3 FMCG Market

2.4 Fake/Counterfeit Products

2.5 Rural Retailers

2.6 Advertisements and Promotion

2.7 Research Gap, Research Questions, Objectives and Hypothesis

2.7.1. Research Questions

ii. `To understand the demographic profile of the customers

Sr Purpose Author Year Outcome Research Gap

The contradiction has been

4 Bhatt and Jaiswal 1986 Females are important

7 Srivastava and Kumar 2011 Rural people do not

9 Anand and Krishna 2008 Importance of making

10 Influencers Bhatia 2008 The rural retailers different studies suggested

11 Bhanumathi and 2006 Friends play a major role

12 Khatri 2002 Points the importance of

14 Krishnamacharyulu & 2006 Influence of retailers is so

15 Bailay 2003 Importance of retailing

16 Lehu and Bressoud 2008 Rural people do not have

17 Advertising Kumar and Madhavi 2006 Television has been found

19 Laroche, M., Pons, F., 2003 Promotion, a component

21 Habeeb-ur-Rahman 2004 State that the consumers

22 Cordell, Wongtada and 1996 Consumers use

23 Selvaraj 2007 Counterfeits give more

25 Price Banumathy and 2006 Quality plays an imp role

26 Srivastava & Kumar 2011 The rural consumer

29 Price Habeeb-ur-Rahman 2004 The price is the major

30 Kumar and Madhavi 2006 Rural consumers are

3.6 Sampling Plan

3.7. Data Collection Method

3.8 Experts Opinions for Questionnaire design

3.9 Analysis and Interpretation of data

4.1 Missing Values

4.2 Demographic Profile

Demographics Percentage (%)

4.3 Descriptive Statistics

4.3.1 Preference of the Brands for the selected products

Product Brand Name Mean Std.

Face Himalaya 1.99 1.335

Talcum Ponds 3.77 1.362

Hair Oil Parachute 3.74 1.245

Product Brand Name Mean Std.

Detergent Ariel 1.99 1.283

4.3.2 Important Attributes

Attributes Mean Std.

Brand Image 3.02 1.306

Quality 3.03 1.236

Packaging 2.91 1.35

Discounts and offers 4.24 1.052

Availability 3.15 1.339

Source: Primary Data

4.3.2.2 Product category specific Attributes Influencing the Purchase

Hair Care Products

Attributes Mean Std. Deviation

Non-sticky 2.69 1.318

Conditions the hair 3.54 1.296

Prevents graying of hair 2.50 1.320

Lesser chemical ingredient 3.04 1.285

Attributes Mean Std.