Household Behaviour towards Personal Care Products: A Comparative Study of Rural and Urban Mizoram

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madinavarte
madinavarte
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Dr. Laldinliana
Dr. Laldinliana
1 Mizoram University

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GJMBR Volume 14 Issue E3

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The present study tries to highlight the behaviour of households as a consumer unit with a view to make a coherent analysis of the factors influencing the purchase of personal care items i.e. toothpaste, bath soap, hair oils/creams and body lotions. 640 households were sampled for the study from rural and urban areas covering all the functioning 8 districts of Mizoram. Promotion was found to be the most prominent factor triggering purchase behaviour among the respondents, followed by price and health benefits of the product.

Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Not applicable for this article.

madinavarte. 2014. \u201cHousehold Behaviour towards Personal Care Products: A Comparative Study of Rural and Urban Mizoram\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E3): .

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GJMBR Volume 14 Issue E3
Pg. 15- 21
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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June 30, 2014

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English

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The present study tries to highlight the behaviour of households as a consumer unit with a view to make a coherent analysis of the factors influencing the purchase of personal care items i.e. toothpaste, bath soap, hair oils/creams and body lotions. 640 households were sampled for the study from rural and urban areas covering all the functioning 8 districts of Mizoram. Promotion was found to be the most prominent factor triggering purchase behaviour among the respondents, followed by price and health benefits of the product.

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Household Behaviour towards Personal Care Products: A Comparative Study of Rural and Urban Mizoram

Dr. Laldinliana
Dr. Laldinliana

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