The determination of rural women's brand preferences with ahp method: An application in laundry detergents industry

The purpose of this study was to assess the criteria that shape the ideas, thoughts and preferences of rural female consumers regarding laundry detergent products. Two assessment methods, Statistical analysis and AHP process were used. The survey was administered on rural female consumers living in the rural parts of the province of Ankara, and focused on laundry detergents as a product group where female consumers are traditionally known to control the purchase process. The study managed to arrive at results that are not only similar but also complimentary to each other. It was attempted to ensure a statistical and mathematical assessment in identifying the most suitable brand preference for the rural female consumer profile. Within the scope of the selected application area and according to the simple random sampling method, the survey was undertaken as a statistical analysis through face-to-face interview with 386 rural women consumers. In addition, interviews and surveys were made with P&G, Unilever brand experts and unpackaged detergent dealers in order to get expert views for the AHP analysis. As a result, it was reported that the criteria preferred by rural female consumers when selecting their laundry detergents are, price, quality and cleaning power, respectively. Furthermore, it was seen that reputed detergent brands mentioned in the study were way behind unpackaged detergent in terms of their level of preference by rural female consumers.