Rural marketing 10

1. RURAL MARKETING

2. PGDM (IIM Raipur)
Bakhresa FMCG (South Africa)
Relationship Manager (HDFC Bank)
MD- Shyam Hospital
Faculty(MBA)- GLA University, Mathura
Swarit Yadav

3. Rural marketing research process
Defining business and research objectives
Determining the budget
Designing the research(Approach, data sources, research tools-
qualitative/quantitative
Sampling method and size
Designing the research instrument
Fieldwork
Data collection and analysis
Reporting the findings for decision making

4. Defining business and research
objectives
 Business objectives
 Research objectives

5. Determine the research budget
 Collecting information
 Analyzing data
 Specifying the approximate value of the
information to be collected
 Determining the maximum amount that can be
spent on the study

6. Design the research
 Purpose
 Exploratory, descriptive
and casual
 Nature of data
 Quantitative v/s
qualitative
 Sources of data
 Primary v/s secondary
 Exploratory, descriptive
and casual research
 Quantitative and
qualitative research
 Participatory rural
appraisals
 Focus group discussions
 In depth interviews
 Dyads(Paired in-depth
interview)
 Slice of life observation
 Photo ethnography

7. Design the research
 Primary and secondary research
 List for secondary data
 Census of india
 NCAER
 NSSO
 CSO
 State statistical abstract
 District statistical handbook
 ICDS
 CMIE
 Government of india
 AG Census
 Panchayat office
 Marketing research companies-
MART, Anugrah madison
 Rural marketing association of india
 Sampling
 Qualitative research
 Recruitment of
respondents
 Quantitative research
 Sample Size

8. Sampling
 Sampling
 Qualitative research
 Recruitment of
respondents
 Quantitative research
 Sample Size

9. Designing the research instrument
Listing down information areas
Converting each information into one or more questions
Arrange them in a coherent sequence
Adding options to each of the questions to make it close-ended
Using relevant scales for each kind of question to measure
Pilot testing the questionnaire before finalizing

10. Organizing the field and collecting the data
 Discussion guides for
interview
 Interview in natural
setting
 Audio record the
interview
 Local village school
 Panchayat bhawan
 Choupal
 Do not use home
 In-depth interview at
home and alone place
 Avoid crowd
 Choose experienced
investigators for
quantitative research

11. Collating and analyzing the data
 Univariate
 Bivariate
 Multivariate

12. Report the findings
 Executive summary
 Objectives
 Research methodology
 Findings
 Conclusion and recommendations
 Appendices

13. Research tools for rural marketing research
 Participatory rural
appraisals(Assignment)
 PRA
 Captures expressed and
unexpressed behavior
 Diagrams, maps
 Verbal and non verbal
 Cross-check among themselves
 Market access or mobility map
 Daily activity clock
 Chapati diagram
 Process map
 Need assessment map
 Wealth map
 Scaling tools for rural
quantitative research
 Satisfaction scale
 Agreement scale
 Rank ladder

14. Satisfaction scale || Agreement scale

15. Field procedure and rural realities
 Do’s and don'ts in rural marketing research
 Wear simple clothes
 Say ram ram or whatever is used there
 You should know the dialect or ask someone to come along
 Invest time in building rapport
 Explain purpose of the interview
 Listen to his/her points even if it is not related
 Occasional touching of arm and building kinship is important
 Don not try this on females and elder people
 “aap padhe likhe hain kya?” vs “aap kitna padhe hue hain?”
 Approach female members only with the male counterpart of the family
 Ask questions slowly and take breaks in between
 Choose a secluded place to ask questions, avoid crowd
 Don’t be overfriendly that might give biased response

16. Limitations of rural research
 Low literacy levels
 Local language communication
 Scattered and remote villages; inaccessible
roads
 Social taboos; difficulty in interacting with
women respondents
 Interview timing