IDEAS home Printed from https://ideas.repec.org/a/aii/ijcmss/v12y2021i2p14-22.html
   My bibliography  Save this article

Brand awareness and preferences of rural youth for FMCG: An empirical study of district Bilaspur in Himachal Pradesh

Author

Listed:
  • Basu Garg

    (Department of Commerce, Govt. College Bilaspur, Himachal Pradesh, India)

Abstract

Purpose: The present study is an attempt to know whether rural youth is aware of brand and give importance to brand while makes purchase decision to buy FMCG. There is a myth that being simple and illiterate rural customers are not able to distinguish between product and brand. On its contrary National Youth Policy, 2014, revealed that 27.5% of Indian population is youth and 34% of the Gross National Income (GNI) is contributed by the youth having age between 15 and 29 years (www.youthpolicy.org). Methodology: The present study was descriptive in nature. For study purpose, tooth paste has been selected from FMCG because it is used by almost all people daily and selected brand of tooth paste were included in the study which were very popular in Indian market. The primary data were collected with the help of structured questionnaire using Google form. The collected data have been presented in tabular forms and analyzed with the help of percentage, Pearson correlation, and Chi-square test. Findings:From the study, it is inferred that the myth “being simple and illiterate, rural customers are not able to distinguish between product and brand†has been proven wrong. It is crystal clear from the study that there is significant correlation between brand preference and brand purchase of tooth paste in rural youth. Implications:This study gives more insight about behavior of rural youth toward FMCG. Marketers can use the result of this study to determine appropriate marketing mix for rural areas. Originality/Value: Many studies have been conducted to examine the behavior of rural customers. However, no specific study has been conducted to study the behavior of rural youth. Hence, this paper is an attempt to understand the brand awareness among rural youth toward FMCG in general and tooth paste in specific.

Suggested Citation

  • Basu Garg, 2021. "Brand awareness and preferences of rural youth for FMCG: An empirical study of district Bilaspur in Himachal Pradesh," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 12(2), pages 14-22, May.
    • Handle: RePEc:aii:ijcmss:v:12:y:2021:i:2:p:14-22
    DOI: 10.18843/ijcms/v12i2/02
    as

    Download full text from publisher

    File URL: http://scholarshub.net/index.php/ijcms/article/view/548/530
    Download Restriction: no
    File URL: http://scholarshub.net/index.php/ijcms/article/view/547
    Download Restriction: no
    File URL: https://libkey.io/10.18843/ijcms/v12i2/02?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Alzeban, Abdulaziz & Gwilliam, David, 2014. "Factors affecting the internal audit effectiveness: A survey of the Saudi public sector," Journal of International Accounting, Auditing and Taxation, Elsevier, vol. 23(2), pages 74-86.
    2. Dessalegn Getie Mihret & Aderajew Wondim Yismaw, 2007. "Internal audit effectiveness: an Ethiopian public sector case study," Managerial Auditing Journal, Emerald Group Publishing, vol. 22(5), pages 470-484, May.
    3. Aaron Cohen & Gabriel Sayag, 2010. "The Effectiveness of Internal Auditing: An Empirical Examination of its Determinants in Israeli Organisations," Australian Accounting Review, CPA Australia, vol. 20(3), pages 296-307, September.
    4. Jensen, Michael C. & Meckling, William H., 1976. "Theory of the firm: Managerial behavior, agency costs and ownership structure," Journal of Financial Economics, Elsevier, vol. 3(4), pages 305-360, October.
    5. Joe Christopher & Gerrit Sarens & Philomena Leung, 2009. "A critical analysis of the independence of the internal audit function: evidence from Australia," Accounting, Auditing & Accountability Journal, Emerald Group Publishing Limited, vol. 22(2), pages 200-220, January.
    6. Prem Lal Joshi & Govindan Marthandan, 2020. "Continuous internal auditing: can big data analytics help?," International Journal of Accounting, Auditing and Performance Evaluation, Inderscience Enterprises Ltd, vol. 16(1), pages 25-42.
    7. Dessalegn Getie Mihret & Getachew Zemenu Woldeyohannis, 2008. "Value-added role of internal audit: an Ethiopian case study," Managerial Auditing Journal, Emerald Group Publishing, vol. 23(6), pages 567-595, June.
    8. Siregar, Sylvia Veronica & Utama, Sidharta, 2008. "Type of earnings management and the effect of ownership structure, firm size, and corporate-governance practices: Evidence from Indonesia," The International Journal of Accounting, Elsevier, vol. 43(1), pages 1-27, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Prem Lal Joshi, 2021. "Which factors affect the internal audit effectiveness in India?," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 12(2), pages 01-13, May.
    2. Happyson Bimha & Patronella Bimha & Sibusiso Makhanya, 2021. "Risk assessment of coronavirus disease lockdown on psychosocial support delivery:Eswatini caregivers’ perspective," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 12(2), pages 38-52, May.
    3. Wei-Bin Zhang, 2021. "Monetary growth with the Solow, Tobin, IS-LM/AD-AS, and Dixit-Stiglitz models synthesized," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 12(2), pages 23-37, May.
    4. Amad Rashid & Basariah Salim & Halimah Nasibah Ahmad, 2021. "Internal Audit Effectiveness and Audit Committee Characteristics:Empirical Evidence from Pakistan," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 3(1), pages 1-13, june.
    5. ADAMU Mohammed. Mahmoud & DAMAGUN, Y.M, 2023. "Determinants of Internal Audit Effectiveness in the Nigerian Paramilitary Agencies," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(11), pages 1005-1022, November.
    6. Hamza Mohammad Alqudah & Noor Afza Amran & Haslinda Hassan, 2019. "Extrinsic Factors Influencing Internal Auditors’ Effectiveness in Jordanian Public Sector," Review of European Studies, Canadian Center of Science and Education, vol. 11(2), pages 1-67, December.
    7. Alzeban, Abdulaziz & Sawan, Nedal, 2015. "The impact of audit committee characteristics on the implementation of internal audit recommendations," Journal of International Accounting, Auditing and Taxation, Elsevier, vol. 24(C), pages 61-71.
    8. Popoola, Oluwatoyin Muse Johnson & Ahmad, Ayoib B Che & Kehinde, Oyewumi Hassan, 2016. "Determinants of Internal Audit Task Performance in Nigerian Tertiary Institutions: A Conceptual Approach," MPRA Paper 75944, University Library of Munich, Germany.
    9. Mihret, Dessalegn Getie, 2014. "How can we explain internal auditing? The inadequacy of agency theory and a labor process alternative," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 25(8), pages 771-782.
    10. Obal Usang & Basariah Salim, 2016. "Dimensions of Internal Audit Quality and Performance of Local Governments in Nigeria," Asian Social Science, Canadian Center of Science and Education, vol. 12(4), pages 1-28, April.
    11. Awn Metlib Al-Shbail & Turki A. A. Turki, 2017. "A Theoretical Discussion of Internal Audit Effectiveness in Kuwaiti Industrial SMEs," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 7(1), pages 107-116, January.
    12. Al-Akra, Mahmoud & Abdel-Qader, Waleed & Billah, Mamun, 2016. "Internal auditing in the Middle East and North Africa: A literature review," Journal of International Accounting, Auditing and Taxation, Elsevier, vol. 26(C), pages 13-27.
    13. Alzeban, Abdulaziz & Gwilliam, David, 2014. "Factors affecting the internal audit effectiveness: A survey of the Saudi public sector," Journal of International Accounting, Auditing and Taxation, Elsevier, vol. 23(2), pages 74-86.
    14. Christina Vadasi & Michalis Bekiaris & Andreas Andrikopoulos, 2021. "Internal Audit Function Quality and Corporate Governance: The Case of Greece," Multinational Finance Journal, Multinational Finance Journal, vol. 25(1-2), pages 1-61, March - J.
    15. Hani Shaiti & Yahya Al-Matari, 2020. "Internal Audit Function Characteristics and the Quality of Internal Control Systems: Moderating the Effect of Enterprise Resource Planning System Maturity," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 10(9), pages 1012-1027, September.
    16. Saddam A. Hazaea & Ebrahim Mohammed Al-Matari & Saleh F. A. Khatib & Khaldoon Albitar & Jinyu Zhu, 2023. "Internal Auditing in the Arab World: A Systematic Literature Review and Directions for Future Research," SAGE Open, , vol. 13(4), pages 21582440231, October.
    17. Mu’azu Saidu Badara & Siti Zabedah Saidin, 2013. "The Journey so far on Internal Audit Effectiveness: A Calling for Expansion," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 3(3), pages 340-351, July.
    18. Amneh Alkurdi & Munther Al-Nimer & Mohammad Dabaghia, 2017. "Accounting Conservatism and Ownership Structure Effect: Evidence from Industrial and Financial Jordanian Listed Companies," International Journal of Economics and Financial Issues, Econjournals, vol. 7(2), pages 608-619.
    19. Carlo Regoliosi & Alessandro d’Eri, 2014. "“Good” corporate governance and the quality of internal auditing departments in Italian listed firms. An exploratory investigation in Italian listed firms," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 18(3), pages 891-920, August.
    20. Azam Abdelhakeem Khalid & Mohd Yahya Mohd Hussin & Adel Sarea & Ahmad Zakirullah bin Mohamed Shaarani, 2021. "Development of Effective Internal Shariah Audit Framework using Islamic Agency Theory," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 11(8), pages 682-692, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aii:ijcmss:v:12:y:2021:i:2:p:14-22. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Mr. Asif Anjum (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.