Rural Marketing in Pen

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January 3, 2013

[RURAL FIELD REPORT]

Report On Field Study & Experiential learning by visiting various Rural Areas

Date – 03/JAN/2013 Submitted To:
Professor Vikram Parekh

Submitted By:
Ashwin Govindankutty Faisal Shaikh Reagan Chettiar Shivanand Kotian Suraj Tamhane Vineeth Damodaran 05 42 11 20 48 52

Page 1

January 3, 2013

[RURAL FIELD REPORT]

ACKNOWLEDGEMENT
We are grateful to Professor Vikram Parekh, Faculty of subject Marketing Applications and Practices, for giving us this opportunity and his guidance throughout our report work.

Last but not the least we would like to thank our parents and all our college friends for their encouragement and moral support.

Page 2

January 3, 2013

[RURAL FIELD REPORT]

TABLE OF CONTENT

Sr.No Contents

Pg No

1

Village Demography

4

2

Living Conditions

5

3

Buying Behavior

7

4

Consumer Pattern

7

5

Buying Pattern

8

6

Retail Shops

9

7

Yusuf Meherally Centre

10

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January 3, 2013

[RURAL FIELD REPORT]

"The world’s most exciting, fastest-growing new markets? It’s where you least expect it: at the bottom of the pyramid. Collectively, the world’s billions of poor people have immense entrepreneurial capabilities and buying power. It’s being done – profitably. " -C.K. Prahalad India lives in its villages and it rightly applies in the field of commerce and trade. A population as vast as 73% of the total of more than a billion resides in the rural areas of India and presumably for such a vast population the needs to be fulfilled is huge. The mindset of the consumers is a very important aspect that has to be considered by any marketer especially of a simple people who live in villages. To get such nuances a visit to the village named Tara on the outskirts of Panvel city was undertaken. The study and the learning’s of the study after the visit has been bifurcated on various aspects given below for better understanding. 1) 2) 3) 4) 5) 6) Living Condition Buying Behavior Consumption Pattern Buying pattern Retail Shops Growth in Future

Village DemographyName of the Village : TARA Location Population Main Occupation Number of Houses Number of Schools Number of Stores Family Size Monthly Income : PANVEL PEN HIGHWAY : 1600 APPROX. : AGRICULTURE : 100 :1 :4 : 3-8 Members : Rs. 1000 Rs.5500

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January 3, 2013

[RURAL FIELD REPORT]

Living Condition The living condition of the people over here most of the people live in pakka houses with thatched roofs. They used the kawla for their rooms which ensured that the house remains cool. There are houses big and small. The electricity and water facilities are very good in this village. They have electricity throughout the day except for 4 hours of power cut and 2 hours of water supply which they store for daily use. As we look at the house inside they have proper rooms, refrigerators and televisions. We noticed that they painted their houses with vibrant colours and most of the houses followed a combination of 2 colours rather than just painting the house with 1 colour. In terms of cooking majority of the people had gas stoves in their house but they also used the traditional chulha to cook roti and boil water (since these items take a lot of time and invariably will consume a lot of gas). People had a verandah outside which they used to store logs of wood, cook on the chulha and for other purposes. The cleanliness of the whole village was something that was really commendable. Each house and the roads in the village were very clean and people ensured that they follow it and restrict others who fail to do it. Some houses were pretty big and had many families staying in them and these houses were very well made. Many of the families in these houses had a business of brick making and had been carried on for years. The village in terms of secondary facilities had 2 schools, a hospital and 3-4 retail shops around by. Most of the...
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