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Paper presentation held at national seminar

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Paper presentation on "Emerging opportunities in rural market of India" …

Paper presentation on "Emerging opportunities in rural market of India"
Presented in National Seminar held at ITS Ghaziabad in feb\'2012


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  • 1. Paper Presentation on “Emergingopportunities in Rural Market” Presented by, Krishna Kumar & Vikram Kumar Jaiswal
  • 2. About India India is the worlds 12th- largest consumer market. By 2025, it is projected to be ahead of Germany. The biggest strength of Indian markets lies in the size. GDP growth in India is in between 7-8%.Source: Mckinsey report 2010 Paper presentation on Opportunities in Rural Market
  • 3. India lives in Villages Current population : 1.21billion Rural population: 69% which means Current rural population:0.83billion No. of villages: 6,40,876 Increase in literacy rate of rural India by 10.2%. Paper presentation on Opportunities in Source: projected census report 2011 Market Rural
  • 4. Rural India: FMCG products FMCG sector to grow from US$ 17.37 billion in 2011 to US$ 21 billion in 2012. Eastern states such as Bihar, Orissa, Chhattisgarh and Assam are leading rural sales. FMCG players like HUL and ITC have already established their foothold. Paper presentation on Opportunities in Rural Market
  • 5. e-chaupal byITCProject Shaktiby HUL Paper presentation on Opportunities in Rural Market
  • 6. Rural India: consumerdurables Anticipated to expand by 40 per cent in 2011-12(according to a study Rise of Consumer Durables in Rural India) Paper presentation on Opportunities in Rural Market
  • 7. Rural India: Automobiles The two-wheeler market derives about 45-50 % of its sales from the rural market. Hero Cycles may soon tie- up with insurance firms to provide health cover to its rural customers Paper presentation on Opportunities in Rural Market
  • 8. Rural India: Internet facilities projected to rise 24 million by Dec’2011 from 12.1 million in Dec’2010 (Internet and Mobile Association of India -IAMAI) Sales from ecommerce increase from 5% to 9% in 2011 in rural India Major sales through ebay.com & amazon.com Paper presentation on Opportunities in Rural Market
  • 9. Literature review Paper presentation on Opportunities in Rural Market
  • 10. Literature review The rural markets to increase insurance penetration(The Economics Times 13 th Jan 2012) In the FMCG industry - 10% by volume and 12% by value - in the first ten months of 2011.(Indian Market Research Bureau) Paper presentation on Opportunities in Rural Market
  • 11. Source: NACER(National Council of Applied Economic Research )2011 Paper presentation on Opportunities in Rural Market
  • 12.  Currently over 40% of market leader Hero Motos sales come from rural markets (Auto Expo 2012) Expenditure on durable goods has increased from 3.1% in1987-88 to 4.8% in 2009-10 (A report by National Sample Survey Office (NSSO) on November 2011) Paper presentation on Opportunities in Rural Market
  • 13. Objectives Paper presentation on Opportunities in Rural Market
  • 14. Objectives of the study To know the emerging opportunity in the rural market. To know the different challenges with the rural market. Scope of growth and expansion for different industry in rural market. Paper presentation on Opportunities in Rural Market
  • 15. Research Methodology Paper presentation on Opportunities in Rural Market
  • 16. Research Methodology Research Design : Descriptive Research Sample member: Rural Customer of Sunderpur, near greater Noida (U.P.). Sample size: 150 Paper presentation on Opportunities in Rural Market
  • 17.  Sampling method: Convenience sampling Collection of data:1. Primary Data: Questionnaire and Personal interview2. Secondary Data: Internet, Books, Journals, Newspapers Paper presentation on Opportunities in Rural Market
  • 18.  Data Analysis1. Mean2. Median Graphical representation1. Bar Chart2. Pie Chart3. Column Chart Software used:1. MS Word2. MS Excel Paper presentation on Opportunities in Rural Market
  • 19. Data Analysis & Interpretation Paper presentation on Opportunities in Rural Market
  • 20. Demand of different Consumer Durables in recent timeList of product Within 1 month From 1 month to 3 From 3 month to 6 From 6 month to 1 More than 1 month month year yearT.V 15 23 32 41 20LCD/LED 21 13 11 21 24Refrigerator 12 22 24 27 42Cooler 7 14 14 22 17AC 2 11 12 13 7DVD 1 4 5 5 6Sound system - 1 3 4 11Water purifier 1 1 13 24 24oven - - - 6 3 Paper presentation on Opportunities intotal 59 89 114 163 Rural Market 154
  • 21. Demand of Automobiles in recent timeList Less than 3 month 3 to 6 month 6month to 1 year More than 1 yearBike 12 23 33 41Small car 6 11 11 23SUV’s 2 2 5 7Truck - - 1 3Tractor 2 2 7 12total 22 38 57 86 Paper presentation on Opportunities in Rural Market
  • 22. INSURANCE PENETRATION 140 132 118 120 YES NO 100 96 RESPONDENTS 80Life Insurance 32 118 YES 60 NO 54 40General Insurance 54 96 32 18 20Health Insurance 18 132 0 Life Insurance General Insurance Health Insurance Paper presentation on Opportunities in Rural Market
  • 23. RURAL AWARENESS ABOUT e-commerce 0% 8% 8% 18% 21% STRONGLY AGREE AGREE NEITHER AGREE NOR DISAGREE DISAGREE STRONGLY DISAGREE 45% Paper presentation on Opportunities in Rural Market
  • 24. FACTOR AFFECTING PURCHASE DECISION OF RURAL CONSUMER 100 90 90 80 74 70 70RESPONDENTS 60 50 47 40 38 30 20 12 10 0 Availability of the Price of the product Quality of the after sales services Brand name other product product Paper presentation on Opportunities in Rural Market
  • 25. Findings Paper presentation on Opportunities in Rural Market
  • 26. Findings Large and Scattered Market Huge potential customers of consumer durables & vehicle purchaser. Lots of scope for Insurance sector. Major Income from Agriculture Sector Paper presentation on Opportunities in Rural Market
  • 27.  Low Standard of Living Conservative Outlook Lack of Infrastructure Facilities Increased literacy rate Paper presentation on Opportunities in Rural Market
  • 28. Recommendation Paper presentation on Opportunities in Rural Market
  • 29. Recommendations Companies should understand the need of rural customers and accordingly make the products. Company should insure proper communication and promotion in regional languages by regional popular person. Paper presentation on Opportunities in Rural Market
  • 30.  Collaboration with government like PPP(public private partnership) Create employment opportunities for rural people to increase their purchasing power and make them loyal customer. Paper presentation on Opportunities in Rural Market
  • 31.  Increase the awareness about the product and their usage like ITC had introduced e-choupals. Collaboration with other companies for capturing the huge untapped market like HUL had collaborated with SBI. Paper presentation on Opportunities in Rural Market
  • 32. Limitations of the Research Budgetary constraints Time constraints Small sample size Reliability of the data Difficulty to make respondents aware about the project Paper presentation on Opportunities in Rural Market
  • 33. Bibliography Paper presentation on Opportunities in Rural Market
  • 34. BibliographyBooks Awadhesh Kumar, Pandey (2005), “Rural Marketing”, New Age International Publisher. C.K. Prahalad (2005), “ The Fortune at the Bottom of the Pyramid” Philip, Kotler (1999), “Marketing Management”, Prentice Hall of India. Paper presentation on Opportunities in Rural Market
  • 35.  Journals1. International Journal of Business and Management September 20102. McKinsey (2007). India Consumer3. UNITED NATIONS ECONOMIC AND SOCIAL COUNCIL (E/ESCAP/1199 5 February 2001) Newspapers1. The Times Of India2. The Economics Times3. The Business Line Paper presentation on Opportunities in Rural Market
  • 36.  Websites  www.thehindubusinessline.com/nic/073/index.h tm  www.coolavenues.com/know/mktg/  www.indianmba.com/Faculty_Column/FC658/fc 658.html  business.mapsofindia.com/rural- economy/state-development/marketing.html  www.icmrindia.org/casestudies/catalogue/Mark eting/MKTG081.htm  www.ijrcm.org.in  www.scribd.com  http://www.indiaonlinepages.com/population/in dia-current-population.html  http://rural.nic.in/sites/downloads/general/Caste _Census_book_indd.pdf Paper presentation on Opportunities in Rural Market
  • 37. Paper presentation on Opportunities inRural Market

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