FACTORS INFLUENCING BUYING BEHAVIOUR OF RURAL AND URBAN CONSUMERS OF SELECT PERSONAL HYGIENE PRODUCTS IN COIMBATORE REGION, TAMILNADU

This article focuses on buying behaviour of rural and urban consumers on select personal hygiene products in the Coimbatore region of Tamilnadu. It examines the factors influencing consumer behaviour in respect to purchase of personal hygiene products identified by the researcher based on the data collected from the rural and urban consumers. The study has used a 5 point Likert type scale for measuring the reasons for buying a particular purchase format, rank preferences on factors influencing purchase. Factor Analysis has been made to determine the principal components influencing buying behaviour, those that affect buying behaviour and the factors that influence consumer satisfaction. The paper presents the results of hypotheses tests for finding out whether significant differences exist in buying behaviour between the rural and urban consumers