Abstract

Gender Difference on Rural Consumer Behaviour for Preference of Shampoo Brand in Himachal Pradesh

Author(s): Jyoti Thakur and Satish Soni

There has been a paradigm shift in the marketing concept as marketing has come a long way from old traditional sale concept to the new social marketing concept. Certain other marketing concepts and techniques have originated 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 where competition is on altogether different level, consumer is considered king and his actions and preferences are given utmost importance while forming marketing concepts and policies. Any deviation from consumer focus will certain-ly impact the scenario in which today’s market operates.The rural market in India has vast market potential, not yet exploited by the Indian marketers. The information boom as witnessed today is likely to leave an unprecedented impact on rural consumers. The study focuses on consumer behaviour of male and female consumers for shampoo.

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