Study on the Consumer Preference for Detergent Powder in Kapurthala District of Punjab

The present study was conducted in five villages of district Kapurthala by selecting 20 farm women from each village. Thus, a total of 100 farm women were interviewed to know the consumption pattern and preference for different brands of detergent powder used, factors influencing the brand choice, how the rural consumers get information regarding various brands and per capita consumption of detergent powder. It was observed that 32 per cent of the respondents preferred Tide and 13 per cent unbranded detergents. Farm women between the age group 21–30 yr had a preference for Surf Excel while those in the age group of 41–50 yr and 51–60 yr liked Wheel and Tide, respectively. Majority of the respondents (51.0%) got information regarding brand of detergent from television advertisements followed by newspaper and radio. Per capita consumption of detergent per month was found to be 500g irrespective of the detergent brand.