Brand Awareness and Brand Preference towards Herbal Personal Care Products of FMCG Brands: A Comparative Study between Rural and Urban Consumers of Namakkal District

Abstract

Indian consumers are more health-conscious, preferring safe, natural, organic, and herbal items, particularly in personal care and cosmetics. Its popularity and demand are growing every year. Herbs are becoming increasingly popular in the personal care product segment. The growing demand for herbal products begun with the launch of Patanjali products in 2016. It also affected the sales of other conventional products. Other companies and multinational corporations have also started launching herbal and natural products. The aim of this study is to analyze and understand the behavioural differences between rural and urban consumers to develop a marketing plan for herbal products. About 150 people in Namakkal district were surveyed about their awareness and preferences as well as their consumption and satisfaction with branded herbal personal care products. According to the study's findings, Himalaya Herbals have a high degree of awareness in both rural and urban consumer and it was clear that brand image and health consciousness were the most important influencing factors for rural and urban consumers, respectively.