Critical Analysis of Consumer Attitude Towards Preferred Media in  Rural India Rahul  Guhathakurta Ranjot  Batth Rashmi  D...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Media  boosts FMCG presence in rural and semi urban markets:...
© 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 <ul><li>Research Introduction </li></ul><ul><li>Research Obj...
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 - ...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Rural Media & Communication Research  Objective  ! Competiti...
© 2008 -  Indian Institute of Planning & Management ~ Ahmedabad <ul><li>Google News launched in Hindi last year.  </li></u...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Research  Methodology <ul><li>Primary Research: </li></ul><u...
Vijapur  Town Center Males constitute 52% of the population and females 48%. Vijapur has an average literacy rate of 68%. ...
© 2008 -  Indian Institute of Planning & Management ~ Ahmedabad Research  Methodology – II Sample Size  – only 30  Samplin...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Research  Methodology – Interviews Name: Shri. Vishnu Bhai P...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Research  Findings Preferred Media Vehicle Preferred Time Re...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Research  Findings Daily Newspaper Readership Newspaper Pref...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Research  Findings Sandesh  is the leading vernacular newspa...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Research  Findings Satellite Channel Viewer ship – Preferent...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Research  Findings Ownership of Media Vehicle Subscription D...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Research  Findings Subscription Base – House Hold Internet C...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Research  Findings TATA Sky and dish TV are based on DTH* Te...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Factors Affecting Rural Media & Communication Media Habits M...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Problems  of  Rural Media & Communication Culture and Tradit...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Recommendations <ul><li>Hot Spices Rural Media Model </li></...
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...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad FM Radio Station @ District Head  Quarters Taluka   1 Taluka...
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 S...
© 2008 -  Indian Institute of Planning & Management ~ Ahmedabad Partnerships for content development will add value Interm...
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 <ul><li>Talk to the Rural Customer in hi...
“ Explore  The Rural Markets, Do not  Exploit   Them.” THANK   YOU   !
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Bibliography <ul><li>Sustainable Access in Rural India : Pro...
© 2008  Indian Institute of Planning & Management ~ Ahmedabad Q  Time
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Critical Analyis of Consumer Attitude Towards Preffered Media in Rural India

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  • hi.. i am a MBA studant send me this ppt on spdave1992@gmail.com
    i need this data for my project on rural marketing..
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  • The way these presentatitons are being uploaded (in general) contains almost same with different photos, Why we have lost creativity. I am afraid if I can work with MBA graduates who copy others stuff and pass exams and project works. ...Make some thing boss, every one is watching
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  • plz send me this ppt @ my ID anil_jain486@rediffmail.com
    i am doing MBA in marketing n i need this data for my project on rural marketing..
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  • could u please send me this presentation my id is gincymathew@rediffmail.com
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  • A good presentation. A few remarks - i. A more detailed profiling of the rural consumer could have helped. ii. Most of your content is about stating general statistical (demographic mostly) data. Maybe a more detailed analysis / insights could have been derived of it. iii. The recommendations are in line with your findings. However, any innovative solutions to these problems?
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  • Critical Analyis of Consumer Attitude Towards Preffered Media in Rural India

    1. 1. Critical Analysis of Consumer Attitude Towards Preferred Media in Rural India Rahul Guhathakurta Ranjot Batth Rashmi Dafda Rashida Kapasi Rima Patel
    2. 2. © 2008 Indian Institute of Planning & Management ~ Ahmedabad Media boosts FMCG presence in rural and semi urban markets: Assocham
    3. 3. © 2008 Indian Institute of Planning & Management ~ Ahmedabad “ Thanda Matlab… Coca-Cola ”
    4. 4. © 2008 Indian Institute of Planning & Management ~ Ahmedabad
    5. 5. © 2008 Indian Institute of Planning & Management ~ Ahmedabad <ul><li>Research Introduction </li></ul><ul><li>Research Objective </li></ul><ul><li>Research Methodology </li></ul><ul><li>Research Findings </li></ul><ul><li>Research Recommendations </li></ul>Agenda !
    6. 6. Indian Institute of Planning & Management ~ Ahmedabad Radio Television Press Let’s Go Beyond 3 Wheels !
    7. 7. 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
    8. 8. © 2008 Indian Institute of Planning & Management ~ Ahmedabad Rural Media & Communication Research Objective ! Competition Social Environment Technological Development Strategy Rural Subscribers Needs
    9. 9. © 2008 - Indian Institute of Planning & Management ~ Ahmedabad <ul><li>Google News launched in Hindi last year. </li></ul><ul><li>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. </li></ul><ul><li>The company is developing customized content for rural customers, including weather updates, crop patterns and other local data </li></ul>
    10. 10. © 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Methodology <ul><li>Primary Research: </li></ul><ul><li>Research Locations </li></ul><ul><li>Sample Size </li></ul><ul><li>Sampling Technique </li></ul><ul><li>Data Analysis Technique </li></ul><ul><li>Secondary Research: </li></ul><ul><li>Books and Magazines </li></ul><ul><li>Reports and White Papers </li></ul><ul><li>Internet </li></ul>
    11. 11. Vijapur Town Center Males constitute 52% of the population and females 48%. Vijapur has an average literacy rate of 68%. <ul><ul><ul><li>Higher than the national average of 59.5%. </li></ul></ul></ul>Male literacy is 75%, and female literacy is 60%. <ul><ul><ul><li>12% of the population is under 6 years of age . </li></ul></ul></ul>Source: 2001 India Census, Census Commission of India, Union Ministry of Human Resource & Development
    12. 12. © 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
    13. 13. © 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.
    14. 14. © 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Findings Preferred Media Vehicle Preferred Time Reasons for using Media Vehicle
    15. 15. © 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Findings Daily Newspaper Readership Newspaper Preference
    16. 16. © 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Findings Sandesh is the leading vernacular newspaper in Vijapur Taluka .    Photo: Sandesh Bureau Office, Vijapur
    17. 17. © 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Findings Satellite Channel Viewer ship – Preferential Based
    18. 18. © 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Findings Ownership of Media Vehicle Subscription Devices – House hold TV Radio Computer *
    19. 19. © 2008 Indian Institute of Planning & Management ~ Ahmedabad Research Findings Subscription Base – House Hold Internet Cable connection
    20. 20. © 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.
    21. 21. © 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
    22. 22. © 2008 Indian Institute of Planning & Management ~ Ahmedabad Problems of Rural Media & Communication Culture and Traditions Rural Reach Too many Languages & Dialects Literacy Rate
    23. 23. © 2008 Indian Institute of Planning & Management ~ Ahmedabad Recommendations <ul><li>Hot Spices Rural Media Model </li></ul><ul><li>Integration Model : Rural ICT + Rural Media </li></ul><ul><li>Rural FM Radio </li></ul><ul><li>Rural Cable TV Network </li></ul><ul><li>What will ADD to What ? </li></ul>
    24. 24. Hot Spices Rural Media Model Partnership Model Business Model Technology Model
    25. 25. © 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
    26. 26. © 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
    27. 27. Gujarati Cinema “ Fair Lady ”, How could I forget your Love ?
    28. 28. 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
    29. 29. © 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 ?
    30. 30. All Issues are Subjected to Rural Market Risk Read Your Media-Plan carefully before investing IN
    31. 31. © 2008 - Indian Institute of Planning & Management ~ Ahmedabad Do’s and Don'ts <ul><li>Talk to the Rural Customer in his own language </li></ul><ul><li>Don’t advertise frills, only the functional benefits </li></ul><ul><li>Don’t advertise dreams, demonstrate the product or service </li></ul><ul><li>Don’t question them, Question Yourself through their Point-of-View </li></ul>
    32. 32. “ Explore The Rural Markets, Do not Exploit Them.” THANK YOU !
    33. 33. © 2008 Indian Institute of Planning & Management ~ Ahmedabad Bibliography <ul><li>Sustainable Access in Rural India : Project SARI – MIT Media Lab Asia </li></ul><ul><li>Enabling ICT for Rural India - Asia-Pacific Research Center, </li></ul><ul><li>Stanford University </li></ul><ul><li>3. Strategic Planning for Rural Markets – Anugrah Madison Pvt. Ltd </li></ul><ul><li>4. Media for rural marketing - S.Gopalakrishnan Iyer </li></ul><ul><li>[email_address] </li></ul><ul><li>Bridging the Rural Digital Divide URL: www.fao.org/rdd </li></ul><ul><li>New Perspectives in Rural & Agricultural Marketing by Prof. Ramkishen Y. – K.J Somaiya Institute of Management Studies & Research Mumbai </li></ul><ul><li>India Census 2001, Census Commission of India </li></ul><ul><li>8. McKinsey Global Institute – India Consumer Report 2007 </li></ul>
    34. 34. © 2008 Indian Institute of Planning & Management ~ Ahmedabad Q Time

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