Critical Analysis of Consumer Attitude Towards Preferred Media in Rural India Rahul Guhathakurta Ranjot Batth Rashmi Dafda Rashida Kapasi Rima Patel

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Media boosts FMCG presence in rural and semi urban markets: Assocham

© 2008 Indian Institute of Planning & Management ~ Ahmedabad “ Thanda Matlab… Coca-Cola ”

© 2008 Indian Institute of Planning & Management ~ Ahmedabad

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Introduction Research Objective Research Methodology Research Findings Research Recommendations Agenda !

Research Introduction

Research Objective

Research Methodology

Research Findings

Research Recommendations

Indian Institute of Planning & Management ~ Ahmedabad Radio Television Press Let’s Go Beyond 3 Wheels !

Source: PriceWaterHouseCoopers India Media Report 2006 ---------- Straight line denotes Traditional Delivery Mechanisms - - - - Dotted line denotes Converged Delivery Mechanisms The Changing Face … Films Television Radio Print Music Sector  Content  Commercial (Hindi & Regional) Cinema Art Movies Cartoon Movies Commissioned Programs News & Current Affairs Commissioned Programs News & Current Affairs News & Current Affairs Fiction/Non Fiction Articles Film Music Private Albums Delivery  Cinema Halls Home Videos (Video Cassettes, VCDs, DVDs,) Cable Terrestrial DTH Public Broadcaster FM Channels Newspapers Magazines Books Cassettes CDs Mobile Phones Internet

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Rural Media & Communication Research Objective ! Competition Social Environment Technological Development Strategy Rural Subscribers Needs

© 2008 - Indian Institute of Planning & Management ~ Ahmedabad Google News launched in Hindi last year. Google Samachar gathers news stories from the various Hindi news sources on the Web and presents a ranked one-page summary with links to news sources. The company is developing customized content for rural customers, including weather updates, crop patterns and other local data

Google News launched in Hindi last year.

Google Samachar gathers news stories from the various Hindi news sources on the Web and presents a ranked one-page summary with links to news sources.

The company is developing customized content for rural customers, including weather updates, crop patterns and other local data

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Methodology Primary Research: Research Locations Sample Size Sampling Technique Data Analysis Technique Secondary Research: Books and Magazines Reports and White Papers Internet

Primary Research:

Research Locations

Sample Size

Sampling Technique

Data Analysis Technique

Secondary Research:

Books and Magazines

Reports and White Papers

Internet

Vijapur Town Center Males constitute 52% of the population and females 48%. Vijapur has an average literacy rate of 68%. Higher than the national average of 59.5%. Male literacy is 75%, and female literacy is 60%. 12% of the population is under 6 years of age . Source: 2001 India Census, Census Commission of India, Union Ministry of Human Resource & Development

Higher than the national average of 59.5%.

12% of the population is under 6 years of age .

© 2008 - Indian Institute of Planning & Management ~ Ahmedabad Research Methodology – II Sample Size – only 30 Sampling Technique – 20 Sampling based on FGD* 10 Random sampling Data Analysis Survey performed through Questionnaire and Interviews Analysis based on Transformed Data Arrays – closed number systems. * FGD ->>Focused Group Discussion

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Methodology – Interviews Name: Shri. Vishnu Bhai Patel Age: 52 Profession: Potato Farmer Education: BA-LLB Important Post: Sarpanch of Bhavsar Village. Name: Shrimati Sunita Bhen Patel Age: 41 Profession: Primary School Teacher Education: Graduate+PTC Important Post: Head Mistress of Shishu Kendra.

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Findings Preferred Media Vehicle Preferred Time Reasons for using Media Vehicle

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Findings Daily Newspaper Readership Newspaper Preference

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Findings Sandesh is the leading vernacular newspaper in Vijapur Taluka . Photo: Sandesh Bureau Office, Vijapur

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Findings Satellite Channel Viewer ship – Preferential Based

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Findings Ownership of Media Vehicle Subscription Devices – House hold TV Radio Computer *

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Findings Subscription Base – House Hold Internet Cable connection

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Findings TATA Sky and dish TV are based on DTH* Technology * DTH – Direct to Home Technology At, Bhavsar Village – Only 12 families are having DTH subscription out of 160 families.

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Factors Affecting Rural Media & Communication Media Habits Macro Environment Growing Purchasing Power Increasing Penetration in the Hinterland / Area of Coverage

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Problems of Rural Media & Communication Culture and Traditions Rural Reach Too many Languages & Dialects Literacy Rate

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Recommendations Hot Spices Rural Media Model Integration Model : Rural ICT + Rural Media Rural FM Radio Rural Cable TV Network What will ADD to What ?

Hot Spices Rural Media Model

Integration Model : Rural ICT + Rural Media

Rural FM Radio

Rural Cable TV Network

What will ADD to What ?

Hot Spices Rural Media Model Partnership Model Business Model Technology Model

© 2008 - Indian Institute of Planning & Management ~ Ahmedabad Integration Model : Rural ICT + Rural Media Technology Assessments Network Assessments Content Assessments Rural Media Interfaces Management Assessments Taluka Village 1 Village 2 ICT Modules

© 2008 Indian Institute of Planning & Management ~ Ahmedabad FM Radio Station @ District Head Quarters Taluka 1 Taluka 2 Taluka 3 Village 1A Village 2A Village 3A Rural FM Radio Localized Communication Great Opportunity for Rural Marketers

Gujarati Cinema “ Fair Lady ”, How could I forget your Love ?

Mandya TV Distribution Network can be replicated in most of the Villages Rural Cable TV Network HEO Head End Operator SLO –Village 1 Sub Link Operator SLO – Village 4 Sub Link Operator SLO – Village 2 Sub Link Operator SLO – Village 3 Sub Link Operator Taluka Optical Fiber Network VILLAGE HOUSE HOLDS Can Create & Air Local Programs Can Empower Network Manpower for the Village Level Consumer

© 2008 - Indian Institute of Planning & Management ~ Ahmedabad Partnerships for content development will add value Intermediaries will improve usage Like establishing Kiosks Local language content will add value Community involvement will add value to informational services What will ADD to What ?

All Issues are Subjected to Rural Market Risk Read Your Media-Plan carefully before investing IN

© 2008 - Indian Institute of Planning & Management ~ Ahmedabad Do’s and Don'ts Talk to the Rural Customer in his own language Don’t advertise frills, only the functional benefits Don’t advertise dreams, demonstrate the product or service Don’t question them, Question Yourself through their Point-of-View

Talk to the Rural Customer in his own language

Don’t advertise frills, only the functional benefits

Don’t advertise dreams, demonstrate the product or service

Don’t question them, Question Yourself through their Point-of-View

“ Explore The Rural Markets, Do not Exploit Them.” THANK YOU !

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Bibliography Sustainable Access in Rural India : Project SARI – MIT Media Lab Asia Enabling ICT for Rural India - Asia-Pacific Research Center, Stanford University 3. Strategic Planning for Rural Markets – Anugrah Madison Pvt. Ltd 4. Media for rural marketing - S.Gopalakrishnan Iyer [email_address] Bridging the Rural Digital Divide URL: www.fao.org/rdd New Perspectives in Rural & Agricultural Marketing by Prof. Ramkishen Y. – K.J Somaiya Institute of Management Studies & Research Mumbai India Census 2001, Census Commission of India 8. McKinsey Global Institute – India Consumer Report 2007

Sustainable Access in Rural India : Project SARI – MIT Media Lab Asia

Enabling ICT for Rural India - Asia-Pacific Research Center,

Stanford University

3. Strategic Planning for Rural Markets – Anugrah Madison Pvt. Ltd

4. Media for rural marketing - S.Gopalakrishnan Iyer

[email_address]

Bridging the Rural Digital Divide URL: www.fao.org/rdd

New Perspectives in Rural & Agricultural Marketing by Prof. Ramkishen Y. – K.J Somaiya Institute of Management Studies & Research Mumbai

India Census 2001, Census Commission of India

8. McKinsey Global Institute – India Consumer Report 2007

© 2008 Indian Institute of Planning & Management ~ Ahmedabad Q Time