Title: Buyers' involvement profiles for personal care products: a comparison of rural and urban India

Authors: Sakshi Sharma; Maninder Singh

Addresses: P.G. Department of Commerce and Business Administration, Khalsa College Amritsar, India ' Department of Management Studies, Amritsar College of Engineering (ACET), India

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.

Keywords: FMCGs; product class involvement; personal care products; rural urban; India.

DOI: 10.1504/IJBIR.2023.131435

International Journal of Business Innovation and Research, 2023 Vol.31 No.2, pp.248 - 267

Received: 02 Jun 2020
Accepted: 08 Mar 2021
Published online: 13 Jun 2023 *

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