Rural Marketing Presentation

8/3/2019 Rural Marketing Presentation

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RURAL MARKETING RESEARCH


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Marketing researchy The systematic gathering, recording and analysing of

data about problems related to marketing of goods and

services.y Two approaches:

1. Reactive approach

2. Proactive approach


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Marketing research processy Steps:

1. Defining a research problem

2. Finalising a research design3. Developing a research hypothesis

4. Planning the research methodology

5. Data collection

6. Data analysis

7. Conclusion and recommendations


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Sources and methods of data collection

1. Primary sources- comprise of original informtioncollected first hand through field surveys,

questionnaires, group discussions, experimentingetc.

2. Secondary sources- include use of already publisheddata by government organisations, research bodies/

institutes, consultancy organisations etc.


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Data collection approaches in rural area.

a) Ensuring the support of Opinion Leader

b) Behaving so as to be liked by Rural People

c) Being at the right places:a) the village choupal

b)retail outlets

c)fairs

d)haats


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Data collection tools for rural market

1. Pictorial Scales:

-pictures of faces

-coloured wheel-coins

-carom discs

-playing cards

2) Simplified scales


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Research tools for rural market

y Semiotic analysis

y Customer eQ

yAdvanced Tracking Programmesy Consumer ID

y Lincompass

y Mapping Software- ARCVIEW


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Limitations and challenges in rural

marketing research

1. Nature of rural market

2. Paucity of Rural Marketing Research Budget

3. Lack of uniformity in secondary data4. Accessibility

5. Lack of facilities in rural areas

6. Comprehension of research tools

7. Sensitivity of rural people


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RURAL CONSUMER BEHAVIOUR


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Consumer Behaviour

y Consumer behaviour is a dynamic interaction of

affection and cognition, behaviour and environment

by which human beings conduct exchanges during

their lives.


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Fundamentals ofConsumer Behavioury Two main factors:

1.Degree of buyer involvement

2.Degree of differences among brands

y Types of consumer behaviour

1. Complex Buying Behaviour

2. Dissonance Reducing behaviour

3. Habitual Buying Behaviour

4. VarietySeeking

5. Planned purchase Behaviour

6. Emergency Purchase Behaviour

7. Impulse Purchase Behaviour


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Factors influencing the rural consumers during

purchase of a product

1. Socio- cultural factors

2. Group

3. Family4. Role and Status

5. Sociability

6. Economic factors

7. Political factors


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Lifestyle of rural consumer

Rural consumer is very religious

Prefer to work hard themselves

Strong family ties and Respect for Family ValuesLikes to Play C

ards and Hangs out at Choupal


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Profile ofRural Consumer1. Traditional Outlook

2. Perception and its influence

3. Less exposure to marketing stimuli4. Conscious of value for money

5. Realistic Aspirations

6. Concept of Quality

7. Attitude towards prestige products

8. Suspects Hype and Fear for being cheated


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Rural shopping habits: consumer insights

Preference for small or medium packages- BritaniasTiger biscuits, CavinKares Chik shampoo, Small coke

for Rs.5Role of retailer

Role of opinion leaders for Durables


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Rural consumers trend

Rural Marketing Presentation

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