Rural Marketing
INDEX 1. Acknowledgement 2. Introduction 3. Research Methods 4. Challenges Faced By Marketers 5. Myths About the Rural Market 6. 4 A’s in Rural Market 7. Buying Process of Rural Consumers 8. Factors Affecting Buying Behaviour 9. Strategies Adoped by Marketers
Quantitative Techniques 10. Survey Data 11. Factor-wise Analysis 12. Chi-Square Test Analysis 13. Report Summary 14. Bibliography
ACKNOWLEDGEMENT
We would like to take this opportunity to convey a heartfelt thanks to our teachers, Mrs. Anubha Vashisht and Mrs. Kritipriya Gupta, who supported us throughout the project and also gave us a chance to understand the buying behavior of rural consumers.
We would also like to extend our thanks to our parents who have helped in the shaping up of the project with their valuable inputs.
Further, its our duty to thank our friends and all other people who helped us carry forward this project.
INTRODUCTION
Consumer Buyer Behavior refers to the buying behavior of final consumers ‐ individuals and households who buy goods and services for personal consumption. All of these final consumers combined make up the consumer market. The consumer market in this case is Rural India. About 70% of India’s population lives in rural areas. There are more than 600,000 villages in the country as against about 300 cities and 4600 towns. Consumers in this huge segment have displayed vast differences in their purchase decisions and the product use. Villagers react differently to different products, colours, sizes, etc. in different parts of India. Thus utmost care in terms of understanding consumer psyche needs to be taken while marketing products to rural India.
OBJECTIVE
* To study the underlying factors which play an important role for any rural consumer while deciding what, how, when and from where to buy the product.( Toothpaste) * To study the thought process that goes into making a
Quantitative Techniques 10. Survey Data 11. Factor-wise Analysis 12. Chi-Square Test Analysis 13. Report Summary 14. Bibliography
ACKNOWLEDGEMENT
We would like to take this opportunity to convey a heartfelt thanks to our teachers, Mrs. Anubha Vashisht and Mrs. Kritipriya Gupta, who supported us throughout the project and also gave us a chance to understand the buying behavior of rural consumers.
We would also like to extend our thanks to our parents who have helped in the shaping up of the project with their valuable inputs.
Further, its our duty to thank our friends and all other people who helped us carry forward this project.
INTRODUCTION
Consumer Buyer Behavior refers to the buying behavior of final consumers ‐ individuals and households who buy goods and services for personal consumption. All of these final consumers combined make up the consumer market. The consumer market in this case is Rural India. About 70% of India’s population lives in rural areas. There are more than 600,000 villages in the country as against about 300 cities and 4600 towns. Consumers in this huge segment have displayed vast differences in their purchase decisions and the product use. Villagers react differently to different products, colours, sizes, etc. in different parts of India. Thus utmost care in terms of understanding consumer psyche needs to be taken while marketing products to rural India.
OBJECTIVE
* To study the underlying factors which play an important role for any rural consumer while deciding what, how, when and from where to buy the product.( Toothpaste) * To study the thought process that goes into making a