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Abstract

The Indian rural market has immense potential that is still largely untapped. Rural market's importance arises out of the fact that majority of India lives in villages. Both literally and metaphorically, this is true. There are about 6,27,000 villages in India with a population more than 680 million. A NCAER study reveals that 60% of value of Indian market lies with lower and lower-middle income group and 10% with upper income or at the upper class end. But when we compare rural and urban, little under half the value of market lies in lower and lower middle in urban India. While in rural India, 75% of value of market lies in these two income groups. Present paper is an attempt to examine the comparative purchase behaviour of rural and urban consumers of Gurdaspur towards toiletries namely, toothpaste, shampoo, bathing soaps and detergents with the help of Z test. Based on the results, some useful implications have been suggested for the marketers of toiletries.

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A Rural-Urban Study on Purchase Behaviour Towards Toiletries

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