Purchasing Motives of Rural and Urban Consumers in Buying Personal Hygiene Products

Abstract

The present study attempts to propose more insights into the Purchasing motives of rural and urban consumers in buying personal hygiene products. It examinesdomicile-wise Respondents’ by their extent of agreement for motives of purchasing behaviour. The sample of 823 urban consumers and 277 rural consumers constitute the total respondents for this study. The sources of data for this study are –Primary and Secondary.The concluding part of the study presents that it depicts the findings of the study in light of the objectives of the study.