Title: Sachet marketing: buying behaviour and consumer attitudes

Authors: Abhinav Chittora; Ashwini K. Awasthi

Addresses: Boeing India Private Limited, RMZ Azure, 3rd Floor, Bellary Road, Near Goodrej Woodman Estate, Hebbal – 560092, India ' Institute of Management, Nirma University, India

Abstract: Selling products in small quantities is becoming a strategic marketing initiative used not only by small firms, but also by multinational companies across developing nations. There can be varied reasons behind such buying behaviour such as affordability, perceived value, ease of use, easy availability, etc. This study looks into consumers' adoption of sachet marketing in emerging markets, across varied socio-economic strata. The study looks at Indian consumers' buying behaviour, and their attitudes towards sachets of different products. Low income customers find affordability as the dominant reason to purchase in sachets, followed by ease of use. On the other hand, customers in high income groups buy products in sachets for their ease of use, followed by product trail, and affordability. Ease of use is important reason for buying hair care, skin care, and personal wash products in sachets. For food items, product trial is the prominent reason for buying in sachets.

Keywords: sachet marketing; emerging markets; buying behaviour; packaging; Indian consumer.

DOI: 10.1504/IJICBM.2020.111360

International Journal of Indian Culture and Business Management, 2020 Vol.21 No.4, pp.533 - 543

Received: 03 Sep 2019
Accepted: 13 Oct 2019
Published online: 23 Nov 2020 *

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