Sales of hand sanitisers in the Indian market - factors and consumer perceptions

Abstract

Hand sanitisers have emerged as basic necessities with the outbreak of the COVID-19 pandemic. The study aims to understand consumer behaviour towards hand sanitisers and to highlight the attributes of hand sanitisers which consumers consider important while selecting a hand sanitiser to purchase. Primary and secondary data are collected and are statistically analysed. Exploratory factor analysis (EFA) is performed to develop a factor structure. The six factors which emerge from the analysis include ingredients of the sanitiser, properties of the sanitiser, branding of the sanitiser, efficacy of the sanitiser, cost-effectiveness of the sanitiser, and alcohol content in the sanitiser. This research would be useful for academicians and researchers who could develop hand sanitisers which are more hygienic and consumer friendly. Marketing managers of firms selling hand sanitisers would greatly benefit as this study could help them shape their marketing campaigns and in turn improve their product sales.