A study of level of awareness and satisfaction towards Organic Personal Care Products (OPCPs) in Haryana

Abstract

This study examines the factors influencing consumer purchase decisions and the level of satisfaction and awareness towards organic personal care products in the state of Haryana by collecting primary data from 200 respondents from Maharshi Dayanand University, Rohtak, and analyzing the same using Exploratory Factor Analysis and Discriminant Analysis. The results unveiled that the female users with higher educational backgrounds and living in urban areas were more aware of OPCPs in comparison to the respondents living in rural areas, having lower educational backgrounds and family incomes, and living in joint families. Along with this, young female consumers having a lower educational background with higher family incomes belonging to nuclear families and living in urban areas were found highly satisfied with the availability of OPCPs. A significant level of dissatisfaction was found among the elderly married male users with higher educational backgrounds and lower family income living in rural areas with the prevailing price level of OPCPs and only young unmarried female consumers with low educational backgrounds and comparatively higher family income living in urban areas were intended to repurchase these products in the future. Though the users were found to be inclined towards OPCPs, the OPCP industry is not responding with the same spirit through its pricing strategy, supply mechanism, and awareness programmes among the lower-educated rural segment of its users. The marketers/ producers are advised to carefully build the plans and strategies regarding their products in such a way that ensures the proper segmentation and awareness among potential consumers.