Marketing Research In India

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Marketing Research In India

  1. 1. MARKETING RESEARCH IN INDIA <ul><li>Despite increase in marketing research India, there are some inherent constraints in its use. </li></ul>
  2. 2. Constraints in Using Marketing Research in India <ul><li>Heterogeneity of the country with the vast geographical area </li></ul><ul><li>Non-availability of relevant secondary data. </li></ul><ul><li>Firms believe that marketing research is too expensive </li></ul><ul><li>Relationship between the researcher and management may also act as a constraint </li></ul><ul><li>Firms think that it is not necessary </li></ul>
  3. 3. Outsourcing MR Activity <ul><li>In this MR is going to have a major opportunity. It has been estimated that the global MR industry is likely to sponsor 10 to 15% of its business (abt $ 20 billion) to markets like India. </li></ul><ul><li>Some foreign experts too say that Indian researcher are good as their own. </li></ul><ul><li>At the same time as far as research costs concerned, these are much less in India compared to several advanced countries. As a result, some companies have set up their offshore research activity in India. </li></ul>
  4. 4. Serious Thinking on the Present State of MR Industry <ul><li>How MR industry gradually emerging from problem-focused to solution-focused one. </li></ul><ul><li>Why MR agencies lack leadership today </li></ul><ul><li>How to ensure that companies raise their expenditure on MR. </li></ul><ul><li>Discussion about the poor remuneration for the MR agencies. </li></ul>
  5. 5. DEFICIENCES IN RESEARCH ACTIVITIES IN INDIA <ul><li>Not satisfied with the quality of research </li></ul><ul><li>Poor field work </li></ul><ul><li>No permanent field staff </li></ul><ul><li>Structured questionnaires cannot used </li></ul><ul><li>Needed more basic research </li></ul><ul><li>Multiplicity of languages </li></ul><ul><li>Resort to small samples </li></ul><ul><li>Advertising agencies spend very little on Marketing Research </li></ul><ul><li>Non traditional sectors are neglected </li></ul>
  6. 6. ISSUES IN MARKETING RESEARCH <ul><li>Lack of transparency </li></ul><ul><li>Seen as a separate activity </li></ul><ul><li>Allocation of budget to marketing research activity </li></ul><ul><li>More confined to the urban market </li></ul><ul><li>Not contextual familiarity with the projects </li></ul><ul><li>No adequate attention to the study of consumer behavior. </li></ul>
  7. 7. FUTURE OUTLOOK <ul><li>Liberalization of economic policies of the Government </li></ul><ul><li>Increase in competition </li></ul><ul><li>Reduced dependence on agriculture by rural areas </li></ul><ul><li>Increased share of retail market </li></ul><ul><li>Availability of qualified manpower and low operational cost </li></ul><ul><li>Urbanization of rural areas </li></ul>
  8. 8. <ul><li>THANKS </li></ul>

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