Rural Marketing

Topics: Marketing, City, Rural Pages: 77 (21866 words) Published: August 23, 2013
Department of Business Administration
State University Coimbatore India.

PROJECT REPORT
ON
“A Study On Consumer Behavior in Rural Market”
A Report submitted in partial fulfillment of the requirement for the degree of MBA Program
BY
S. SIVA PRASAD
H.T. NO: 11P35F0619

Bhavan NIFTE School Of Business, Bangalore
(Affiliated to Bharathiar University)
(2011-2013)

DECLARATION

I hereby declare that, this project report entitled

“A Study On Consumer Behavior in Rural Market”
Of project work undertaken by me, Bhavan NIFTE School Of Business, Bangalore, in partial fulfillment of the requirements for the award of degree of Master of Business administration . I further declare that this dissertation has not been submitted to any University/ Institute for the award of any degree/ diploma or any other similar Title.

Place: Bangalore S. SIVA PRASAD
Date: H.T. NO: 11P35F0619

EXAMINER’S CERTIFICATION

The Project report of

(S. SIVA PRASAD)

“A Study On Consumer Behavior in Rural Market”

Is approved and it is acceptable in quality and form

Internal Examiner External Examiner

(Name, Qualification and Designation) (Name, Qualification and Designation)

UNIVERSITY STUDY CENTRE CERTIFICATE

This is to certify that the project report entitled

“A Study On Consumer Behavior in Rural Market”

Submitted in partial fulfillment of the requirements for the degree of masters of business administration of Bharthiar University”

S SIVA PRASAD

has worked under my supervision and guidance and that no part of this report has been submitted for the award of any other degree, diploma, fellowship or other similar titles or prizes and that the work has not been published in any journal or magazine

S SIVA PRASADCertified
Reg no: - 11P35F 619

Guide’s Name and Qualification

Acknowledgement

I consider my proud privilege to express deep sense of gratitude to Prof. Samanvi Bhograj for his admirable and valuable guidance, keen interest, and encouragement And constructive suggestions during the course of the project.

I would like to thank my Chairman Dr. Nagesh Malavalli for giving his valuable suggestions for completing this project.
I would also like to thank my Friends, for their inspiration and moral support received in completing this work as for collecting the data I had to visit so many rural areas and villages. I would also thank my Institution (BNSB) without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and well wishers.

Name : S. SIVA PRASAD
H.T. NO: 11P35F0619

Table of Contents
1EXECUTIVE SUMMARY 7
2RESEARCH METHODOLY8
2.1Objectives of the study9
2.2Scope of the study9
2.3 indian rural market 11
2.4 significance of the rural markets11
2.5 problems in rural marketing 12
2.6 summary14
2.7 scenario of literacy in rural areas16
2.8 evolution of rural marketing 18
2.9 rural infrastructure19
2.9.1nature of rural market24
3TRANSACTIONAL Vs DEVELOPMENTAL26
3.1ROAD BLOCKS OF INDIAN RURAL MARKET28
3.1.1 ATTRACTIVENESS OF RURAL MARKET29
3.2RURAL Vs URBAN MARKETING 33
3.3SPECIAL PRODUCTS FOR RURAL MARKETS 34
3.4CONSUMER BEHAVIOR IN RURAL MARKETS 36
3.5RURAL CONSUMER PREFERENCES 37
4EVOLVING A NEW MARKEING MIX FOR SELLING TO RURAL INDIANS43
5 MARKETING STRATEGIES TO CAPTURE RURAL INDIA54
5.1PRODUCT STRATEGIES 59
5.2PRICING STRATEGIES59
5.3PROMOTIONAL STRATEGIES 60
5.4DISTRIBUTION STRATEGIES61
6THE OLD SETUP65
7MEDIA VEHICLES 67
7.1FORMAL MEDIA68
7.2INFORMAL MEDIA70
7.3CHOOSING MEDIA VEHICLES74
8FINDINGS AND ANALYSIS76
9APPENDIX94
10 QUESTIONNAIRE95
11 BIBILIOGRAPHY 98
12 KEYWORDS98

EXECUTIVE SUMMARY

India’s way is...
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