Buyers' involvement profiles for personal care products: a comparison of rural and urban India. (8th June 2023)

• Record Type: Journal Article
• Authors: Sharma, Sakshi; Singh, Maninder
• Is Part Of: International journal of business innovation and research. Volume 31:Number 2(2023)
• Page Start: 248
• Page End: 267
• Publication Date: 2023-06-08
• Subjects: FMCGs -- product class involvement -- personal care products -- rural urban -- India; Management science -- Research -- Periodicals; Industrial management -- Technological innovations -- Periodicals; Industrial management -- Research -- Periodicals; 658.0072
• Languages: English
• ISSNs: 1751-0252

Abstract

This study aims to explore the involvement profiles of buyers while buying personal care products and examines whether the residential background of buyers has a varying influence on their buying involvements. The results reveal four involvement dimensions along with three clusters for rural respondents and five involvement dimensions along with two clusters for urban respondents. Moreover profiles of respondents also reveal significant differences across clusters with respect to demographic variables. The involvement profiling shall help marketers in understanding the dimensions of involvement along with differences in involvement profiles of rural and urban respondents, so that they can design marketing strategies for personal care products buyers in better ways. It is the first kind of paper which highlights the need to think about involvement as a specific product class phenomenon specifically for personal care products.