A Study On Consumer Buying Behavior Towards Hand Sanitizers In This Present
Pandemic Situation With Special Reference To Coimbatore City
Binny Upadhaya
1, Rithika G
2, Kunguma Shree J
3, Janani R G
4Assistant Professor, School of Management, Sri Krishna College of Engineering and Technology, Coimbatore, India 1
PG student, School Of Management, Sri Krishna College of Engineering and Technology, Coimbatore, India 2,3,4
Article History: Received: 11 January 2021; Revised: 12 February 2021; Accepted: 27 March 2021; Published online: 28 April 2021
Abstract — This report highlights the consumer buying behavior towards Hand Sanitizers in this present
pandemic situation with special reference to Coimbatore City. For this study, the population in Coimbatore was taken and data was collected using unstructured questionnaire from the 67 sample respondents. As we all know the outbreak of this pandemic is so disruptive which is evidential with increasing death rates. We can also see that government is continuously insisting on social distancing, wearing face masks and the hand sanitizers. The use of hand sanitizers has risen as a result of the pandemic. Hand sanitizer that contains minimum of 60% alcohol is one among the foremost important steps to avoid getting infected by the germs. Hand sanitizer’s help in reducing the effect of corona virus and kills it. India is dealing with a major outbreak of coronavirus, and the situation is deteriorating due to the second version of Covid 19.
Keywords — Hand Sanitizers, Pandemic Situation, Coronavirus.
I.INTRODUCTION
Hand Sanitizers were first used in the year 1966 in the medical field like hospitals and healthcare. The merchandise was popularized within the early 1990s. Hand sanitizers are in liquid form or gel that eliminates the germs and dirt from our hands without the use of water in seconds. They are also successful in the fight against viruses. Hand sanitizers are keeps you safe from the coronavirus outbreak. It may contains a minimum of 60% alcohol or contains a "persistent antiseptic" should be used. For different germ forms such as virus and bacteria, a hand sanitizer with a lower alcohol percentage will not function. They can just hinder the spread of germs, not destroy them.
Pros of using Hand Sanitizers- It take less time than washing your hands, And it kills microorganisms quickly, it promotes good hygiene and health. Revenue generated from the Hand Sanitizers segment amounts to US$566.49m in 2021. The market is expected to expand at a rate of 10.37 percent per year (CAGR 2021-2025). By 2030, the Indian hand sanitizer market is forecast to hit USD
280.1 million. In India, the rise in the demand for hand sanitizers coincided with a change in customer preferences toward more convenient hygiene products, as well as an increase in income. The Usage of Hand Sanitizers has been increased drastically in this Pandemic Situation.
REVIEW OF LITERATURE
Simran R Kalyani(2021) This Study mainly focused on impact of Covid-19 Personal Products in India with special Reference to beauty, Cosmetics and Personal Hygiene Products- Hand sanitizers and the study is empirical in Nature and finds downfall in the Beauty and and Cosmetics products and the demand has been increased in the Personal Hygiene Products.
Dr.VV Devi Prasad Kotni(2020) This Study highlights Consumer decision Making Process of Hand- Sanitizer Products in Covid- 19 Scenario.Results are expressing that consumers exhibiting Habitual Buying Behaviour, if they're satisfied with the merchandise of emergency in nature (hand sanitizers product in covid-19 scenario). The Consumers will like better to purchase the merchandise of emergency in nature from the authorized outlets only.
Dr. R.C. Sharma(2019) It explores the factors that influence the buying of hand sanitizers among the rural customer. The research is also focused on how demographic of gender and education is impacting those factors. The factor analysis identified that social norms are also reason for the decision making towards the personal care products. The dependency and reliability on society of a rural customer has been observed as high in comparison to the promotional campaign.
Anute Nilesh and et al(2018) This study is about consumer buying behavior towards the personal hygiene products. The purchasing power and incomes of the Indians are increased and it has created a niche for top organization in this segment in the last resulting in phenomenal growth in this sector.
re-value dimensions because the antecedents of attitude within the model. Findings revealed the relationships linking the customer perceived value with attitude towards rebuying of organic PCP were supported.
RESEARCH METHODOLOGY Objectives Primary objectives
• To know the preference of the customer selection of hand sanitizers.
• To understand consumer buying behaviour towards the hand sanitizers during three periods- pre Covid-19, Covid-19, post Covid-19.
Secondary objectives
• To measure the satisfaction level of consumers in relation to different hand sanitizers brands. • To know the expectations of the consumers regarding hand sanitizers for enhancing the products
attributes.
• To identify the role of income in buying personal hygiene product- Hand sanitizer.
From this study we can understand how far the covid-19 situation has influenced the consumer buying behavior towards hand sanitizers. How far the consumers are health conscious and what are the product improvements they are expecting in the hand sanitizers. The need of the study is to understand consumer buying behavior towards the hand sanitizers during three period- pre Covid-19, Covid- 19, post Covid-19.The descriptive study here is used to represent the characteristic of population. Demographics like age, income, gender, marital status, family size, educational qualification etc. Coimbatore is one among the best cities and also it comprises urban, semi urban and rural area around the city. In this research, the people has the different type of purchasing behavior and consumption pattern. Survey Method used for this study. Data was collected using unstructured questionnaire from the 67 sample respondents, who are salaried people. Both the Primary and secondary data were used in this study. The sample consumers were selected using the convenience sampling process. This sampling method aids in obtaining the correct sample to represent the population by ensuring that each observation has a chance of being chosen before the desired sample is obtained.
Depending on the nature of the questions, questionnaire approaches may be classified as quantitative or qualitative. Closed-ended and open- ended questionnaire questions yielded responses. Quantitative approaches, such as pie charts, bar charts, and percentages, are used to evaluate closed ended questions with multiple choice answer choices. The qualitative approaches are used to evaluate open-ended questionnaire queries, which involve debates and objective analyses without the use of numbers or estimates. Multiple choice, dichotomous, and scaling questions were used in the study. The raw data was coded, processed, and analysed in SPSS using acceptable statistical techniques such as ANOVA, t test (one sample t test), and independent t test. The study has a few drawbacks, including a lack of previous research studies on the subject. For my subject, the studies from the previous year were insignificant. The rural, semi-urban, and urban areas of the region in and around Coimbatore were all targeted. People in those places had different views, making it difficult to draw conclusions based on those perceptions.
DATA ANALYSIS AND INTERPRETATION One sample t test:
H0:There is no significant difference between the satisfaction level of sample mean and population mean for the performance of hand sanitizers.
H1:There is a significant difference between the satisfaction level of sample mean and population mean for the performance of hand sanitizers.
Table I- satisfaction level with performance hand santizers Test Value = 4
t df Sig. 2 tailed
Mean Differ ence 95%Confidence Interval of the Difference
Lower Upper
Satisfaction n level with the performance
Interpretation:
Significance level (p) is 0.021, which is greater than 0.001. Therefore, null hypothesis is accepted, H0 is accepted. There is no significance difference between the satisfaction level of sample mean and population mean for performance of hand sanitizers.
Independent t test:
H0: There is no significant difference between married and unmarried groups and the amount spend for hand santizers.
H1: There is a significant difference between married and unmarried groups and the amount spend for hand santizers.
Table II- Independent t test – Between Marital status and amount spent on buying hand sanitizers Levene's Test
for Equality of Variances
t-test for Equality of Means
F Sig. t df Sig . (2-tail ed) Me an Dif fere nce Std Err or Dif fere nce 95% Confide nce Interval
of the Differen ce Lower Upper Equal Variances assumed 1.6 93 .198 1.697 65 .095 .475 .280 -.084 1.035
Equal Variancees not assume d
1.728 63.774 .089 .475 .275 -.074 1.025
Interpretation:
The significance value is 0.198 and it is greater than 0.05. Therefore, null hypothesis is accepted, H0 is accepted. There is no significant difference between married and unmarried groups and the amount spend for buying hand sanitizers.
One way ANOVA:
H0: There is no significant difference between area residing and place of purchase of hand sanitizers. H1: There is a significant difference between area residing and place of purchase of hand sanitizers.
Table III- Area residing and place of purchase of hand sanitizers
H1 is accepted. There is a significant difference between area residing and place of purchase of hand sanitizers.
Correlation test:
H0: There is no significant relationship between monthly income status and amount spent on buying hand sanitizers.
H1: There is a significant relationship between monthly income status and amount spent on buying hand sanitizers.
Table IV- Correlation test Correlations
Monthly income status Amount spent on buying
Monthly income status Pearson Correlation 1 .421**
Sig. (2- tailed)
.000
N 67 67
Sig. (2- tailed)
.000
N 67 67
**. Correlation is significant at the 0.01 level (2- tailed).
Chart I- Linear relationship Graph
Interpretation:
Significance value p=0.000, which is less than 0.01. Therefore, H1 is accepted and alternate hypothesis is accepted. There is a significant relationship between monthly income status and amount spent on buying hand sanitizers.
Monthly income status and amount spent on buying hand sanitizers have a statistically significant linear relationship (r=0.421, less than 0.05. Therefore, alternate hypothesis is p<0.01).
The direction of the relationship is positive (i.e., Monthly income status and amount spent are positively correlated), measuring that these variables tend to increase together (greater income is associated with greater amount spent).
The magnitude of relationship is moderate (0.1</r/<0.5). Linear Regression:
H0: There is no significant relationship between monthly income status and amount spent on buying hand sanitizers.
H1: There is a significant relationship between monthly income status and amount spent on buying hand sanitizers.
Table V- Linear Regression Mode
l
R R
Squar e
Adjusted R Square Std. Error of the Estimate
Durbin- Watson
1 .421 a
.177 .165 1.053 1.071
a. Predictors: (Constant), Monthly income status b. Dependent Variable: Amount spent on buying
ANOVA purchase place Sum of Squares df Mean Square F Sig. Between Groups 48.166 2 24.083 8.611 .000 Within Groups 178.998 64 2.797 Total 227.164 66
ANOVAa Model Sum of Squares df MeanSquare F Sig. 1 Regression 15.557 1 15.557 14.022 .000b Residual 72.114 65 1.109 Total 87.672 66 Coefficientsa Model Unstandar dized
Coefficien ts
Standardi zed Coef ficients
t Si g. 95.0%
Confidence Interval for B
B Std. Erro r Beta Low er
Bound Upp er Bound 1 (Consta nt) 1.426 .284 5.025 .000 .859 1.99 3 Monthl .341 .091 .421 3.7 .00 .159 .523 y 45 0 income status
Chart 2- Histogram with normally distributed curve Interpretation:
R value is 0.421, which indicates moderate degree of correlation and R square value is 17.7%, the impact caused by independent variable on dependent variable is very small.
ANOVA table: Significance value p=0.000, which less than 0.05, hence there is statistically significant linear relationship between monthly income status and amount spent on buying hand sanitizers.
Coefficients table: Y= a + b X, Amount spent= 1.426+0.341(Monthly income). Since b=0.341, there is a moderate influential effect.
FINDINGS SUGGESTIONS AND CONCLUSION
There is no significance difference between the satisfaction level of sample mean and population mean for performance of hand sanitizers. There is no significant difference between married and unmarried groups and the amount spend for hand sanitizers. There is a significant difference between area residing and place of purchase of hand sanitizers. The direction of the relationship is positive (i.e., Monthly income status and amount spent are positively correlated), measuring that these variables tend to increase together (greater income is associated with greater amount spent).There is statistically significant linear relationship between monthly income status and amount spent on buying hand sanitizers.
should develop successful marketing campaigns stressing the ecological value of hygiene products, product quality, and reasonable prices. Improvements in the hand sanitizers are needed in order to keep the customers satisfied and attract more and more health conscious customers. Hand sanitizer manufacturing company should work in bringing more awareness among the consumers because usage of hand sanitizer especially in this covid-19 situation is a recent urge. The company must also see to the reach of products to all the area of targeted cities like urban, semi urban and rural areas. The company should follow necessary guidelines while manufacturing hand sanitizers and the product should be trustworthy and the buyers should not get affected.
Since the personal hygiene products industry in India is one of the fastest-growing, marketers should be aware of the factors influencing buying decisions, as well as customer attitudes, perceptions, and learning habits regarding hand sanitizers in this pandemic. Dettol and Savlon are the most common hand sanitizer brands in Coimbatore, according to a survey. People considered safety and product Quality as most valued factor while purchasing hand sanitizers. People considered that hand sanitizers as necessary part of routine life which is helpful for them to fight against corona virus and positive insight for marketers of personal hygiene product- hand sanitizers.
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