Difference between rural and urban consumer behavior
•Download as PPTX, PDF•
6 likes•11,241 views
Gives various difference between rural consumer and urban. Also you will find the factors affecting their buying behavior. We get to know the involvement when they purchase the product.
Report
Share
Report
Share
Recommended
Rural consumer behaviour
The document discusses rural consumer behaviour in India. It notes that about 70% of India's population lives in rural areas, with rural consumers having low incomes, lack of education, and making purchases in a seasonal basis. Rural consumers are also wary of new products and make purchasing decisions based on what their peers buy. Key factors influencing rural consumer purchases include price sensitivity due to low incomes, product understandability, and advertising through television, radio, pamphlets and price discounts. The buying process for rural consumers includes problem recognition, information search, alternative evaluation, purchase decision and post-purchase behavior.
Rural Marketing Strategies, Distribution Strategies
Rural Marketing Strategies, Rural Marketing Strategies, Distribution Strategies
Presentations By Rajendran Ananda Krishnan, https://www.facebook.com/ialwaysthinkprettythings
challenges and opportunities of rural market
- 70% of India's population lives in rural areas, representing a large potential market. However, rural markets face several challenges including lack of infrastructure, low literacy rates, seasonal incomes, cultural differences, and difficulties with distribution and media access.
- Some opportunities in rural markets include improving infrastructure, rising literacy rates due to government programs, increased access to credit and communication technologies, and a decline in poverty levels.
- Marketers must understand the uniqueness of rural areas to effectively tap into the large rural consumer base in India despite the challenges. With innovative marketing strategies tailored to rural needs, substantial growth can be achieved.
Targeting And Positioning In Rural Market
The document discusses targeting and positioning strategies for rural markets, noting that targeting involves evaluating and selecting market segments based on factors like profitability and growth rate. It also covers positioning strategies like differentiating products and services, and positioning brands in consumers' minds by identifying differences and communicating them effectively. Rural consumers were surveyed to determine the most attractive segments and positioning strategies for soap brands Lifebuoy and HealthPlus.
Rural vs. urban marketing
The document compares rural and urban marketing in India, noting key differences in their philosophies, buyer motivations, marketing objectives, mix, research methods, technologies used, and development strategies. Rural marketing focuses on inclusive growth and uses simple research methods, while urban marketing emphasizes fashion, lifestyle, and sophisticated research. The marketing mix also differs, with rural using the basic 4 P's and urban utilizing an expanded 7 P's approach.
Rural marketing ppt
This is a presentation on rural marketing covering all the relevant areas like its characteristics, potential, challenges and strategies.
Rural Marketing, Basics
This document discusses topics related to rural marketing in India. It defines rural marketing and provides an overview of concepts like the classification of rural markets, the distinction between rural and urban markets, and the nature and scope of rural markets. It also discusses emerging areas in rural marketing and government schemes to improve rural infrastructure like road connectivity, electrification, and public distribution systems.
The future of rural marketing
The document discusses the growing importance of rural markets in India. It notes that over 70% of India's population lives in rural areas, yet they remain an untapped market. Rural incomes are rising due to increased agricultural procurement prices and government programs, growing the rural consumer market. Companies will need targeted marketing strategies to succeed in rural India, focusing on product relevance, affordable prices, widespread distribution networks, and culturally-appropriate communication. Developing a dedicated rural business vertical and leveraging new retail and IT models can help companies better access this sizable rural consumer base.
Recommended
Rural consumer behaviour
The document discusses rural consumer behaviour in India. It notes that about 70% of India's population lives in rural areas, with rural consumers having low incomes, lack of education, and making purchases in a seasonal basis. Rural consumers are also wary of new products and make purchasing decisions based on what their peers buy. Key factors influencing rural consumer purchases include price sensitivity due to low incomes, product understandability, and advertising through television, radio, pamphlets and price discounts. The buying process for rural consumers includes problem recognition, information search, alternative evaluation, purchase decision and post-purchase behavior.
Rural Marketing Strategies, Distribution Strategies
Rural Marketing Strategies, Rural Marketing Strategies, Distribution Strategies
Presentations By Rajendran Ananda Krishnan, https://www.facebook.com/ialwaysthinkprettythings
challenges and opportunities of rural market
- 70% of India's population lives in rural areas, representing a large potential market. However, rural markets face several challenges including lack of infrastructure, low literacy rates, seasonal incomes, cultural differences, and difficulties with distribution and media access.
- Some opportunities in rural markets include improving infrastructure, rising literacy rates due to government programs, increased access to credit and communication technologies, and a decline in poverty levels.
- Marketers must understand the uniqueness of rural areas to effectively tap into the large rural consumer base in India despite the challenges. With innovative marketing strategies tailored to rural needs, substantial growth can be achieved.
Targeting And Positioning In Rural Market
The document discusses targeting and positioning strategies for rural markets, noting that targeting involves evaluating and selecting market segments based on factors like profitability and growth rate. It also covers positioning strategies like differentiating products and services, and positioning brands in consumers' minds by identifying differences and communicating them effectively. Rural consumers were surveyed to determine the most attractive segments and positioning strategies for soap brands Lifebuoy and HealthPlus.
Rural vs. urban marketing
The document compares rural and urban marketing in India, noting key differences in their philosophies, buyer motivations, marketing objectives, mix, research methods, technologies used, and development strategies. Rural marketing focuses on inclusive growth and uses simple research methods, while urban marketing emphasizes fashion, lifestyle, and sophisticated research. The marketing mix also differs, with rural using the basic 4 P's and urban utilizing an expanded 7 P's approach.
Rural marketing ppt
This is a presentation on rural marketing covering all the relevant areas like its characteristics, potential, challenges and strategies.
Rural Marketing, Basics
This document discusses topics related to rural marketing in India. It defines rural marketing and provides an overview of concepts like the classification of rural markets, the distinction between rural and urban markets, and the nature and scope of rural markets. It also discusses emerging areas in rural marketing and government schemes to improve rural infrastructure like road connectivity, electrification, and public distribution systems.
The future of rural marketing
The document discusses the growing importance of rural markets in India. It notes that over 70% of India's population lives in rural areas, yet they remain an untapped market. Rural incomes are rising due to increased agricultural procurement prices and government programs, growing the rural consumer market. Companies will need targeted marketing strategies to succeed in rural India, focusing on product relevance, affordable prices, widespread distribution networks, and culturally-appropriate communication. Developing a dedicated rural business vertical and leveraging new retail and IT models can help companies better access this sizable rural consumer base.
Distribution channels in rural
The document discusses distribution challenges and opportunities in rural Indian markets. It notes that while there are over 60 lakh retail outlets in rural areas, reaching consumers is difficult due to a long distribution chain, lack of dealers and infrastructure like roads. However, 80% of consumers near highways shop in nearby towns. Emerging models to better reach rural customers include using cooperative societies, government distribution systems, mobile trading units, and modern retail chains with rural focus. Overall, marketers must take a selective approach in developing rural distribution networks due to the wide geographical scope and low population densities.
Rural marketing ppt
The document discusses rural marketing in India. It defines rural marketing and describes the two-way flow of products between rural and urban areas. Rural marketing involves transactions between urban marketers and rural consumers as well as agricultural marketing from rural producers to urban markets. Rural marketing has evolved over phases from agricultural marketing pre-1960s to developmental marketing in the 21st century. Key aspects of rural marketing include segmentation, lifestyle analysis, and defining target markets. The rural market plays a significant role in the Indian economy as rural areas account for 74% of India's population and over half of India's income.
Rural Marketing, Environment
The document discusses key aspects of rural marketing environment in India such as population distribution, household patterns, occupations, income sources, and housing trends. Some key points are:
- Rural population accounts for 68% of India's total population of over 1 billion people.
- Nearly 70% of households are located in rural areas, with an average size of 5 members.
- Agriculture and wage labor are the primary occupations in rural areas.
- Incomes are increasing but remain lower in rural vs. urban areas, with poverty reduction being a focus.
- Housing and literacy rates have significantly improved in rural India over the past few decades.
Rural marketing
The document discusses segmenting rural consumers and the bases for rural market segmentation. It identifies that rural consumers are heterogeneous and segmentation is needed. It outlines socioeconomic, geographic, psychographic, and consumer behavior factors for segmentation. The Thompson Rural Market Index is also summarized, which assesses rural market potential across 26 factors for 355 districts in India.
Pricing strategy in rural market
This document discusses pricing strategies and factors that influence pricing decisions. It identifies internal factors like costs and objectives, and external factors like customers, suppliers, and competitors. It then describes several pricing strategies such as optional product pricing, captive product pricing, product bundle pricing, penetration pricing, economy pricing, value pricing, coinage pricing, and psychological pricing. It also discusses discounts, allowances, and discriminatory pricing based on customer segments, product forms, and locations.
Pricing strategies in rural marketing
1) Rural markets have different pricing structures than urban markets due to factors like lower per capita incomes, lack of modern retail, and preference for local brands and products. Companies adopt rural-specific pricing strategies to penetrate these markets.
2) Pricing is determined by both internal factors controlled by the company and external factors. Internally, costs and pricing objectives must be considered, while externally competition, income levels, and market conditions influence pricing decisions.
3) Rural pricing strategies may include lower prices, smaller pack sizes, promotional discounts, and ensuring price parity with competitors to attract price-sensitive rural consumers.
Rural Retailing
“Retailing includes all activities involved in selling goods or services directly to final consumers for personal , non business use.” - Philip Kotler
70% population lives in villages
About 6 lakh villages are in India
Rural retail are growing @7%
A real source of energy
Hub of raw materials
Rural Marketing Environment
This document summarizes key aspects of the rural marketing environment in India based on Chapter 2 of the textbook "Rural Marketing, 2e". It describes the evolution of rural marketing through four phases from an unorganized market to initiatives focused on rural development. It then analyzes the rural demographic, physical, social, cultural, political, and technological environment. Finally, it examines the rural economic structure including the farm and non-farm sectors, rural enterprises, migration trends, income and expenditure patterns, and changing consumption patterns in rural India.
Rural Marketing Strategies
Rural Marketing Strategies
Presentations By Rajendran Ananda Krishnan, https://www.facebook.com/ialwaysthinkprettythings
Rural marketing
Rural marketing in India has evolved over several phases from agricultural marketing to marketing of inputs and now all products and services. It faces many challenges including low literacy, income and infrastructure in rural areas. However, the rural market also has great potential due to its large population and rising prosperity. Successful rural marketing requires understanding rural consumers, improving infrastructure, and employing appropriate media and promotion strategies tailored to rural needs and culture.
Rural marketing
The document provides an overview of rural marketing in India. It discusses:
1) Rural marketing is becoming increasingly important as rural markets outpace urban markets in growth. Many companies have made inroads into rural India.
2) Rural consumers have different characteristics than urban consumers due to factors like occupation, income sources, and lifestyle. Their buying behavior is influenced by their culture, reference groups, and available information.
3) Rural and urban markets differ in terms of population density, infrastructure, income stability, and other factors. Marketers must tailor their approaches to address the specific constraints of rural areas.
Rural Marketing - An Insight
Intro, Process of Rural Marketing, Significance of Rural Marketing, Rural Consumer, Strategies to capture Rural Market, Marketing Mix, Rural Product Categories & Strategies, Consumer Adoption Process, Branding in Rural India, Fake Brands, Fake Market, Distribution Models - FMGC Companies,NIrma, Durable Goods Companies, Fake Products, Noteworthy Success Stories.
Rural Marketing Strategies, Consumer Buying Behavior.
This document discusses rural marketing and consumer buying behavior in rural areas. It covers topics such as characteristics of rural consumers, factors affecting rural consumer behavior, models of consumer behavior, and the stages of the rural consumer buying process. Some key points include that rural consumers are influenced by social factors like traditions and opinion leaders. They also have different tastes, product preferences, and lifestyle factors than urban consumers. The buying process in rural areas relies more heavily on information from other owners and dealers than traditional media sources.
Rural and urban marketing comparetive analysis
This document compares and contrasts rural and urban marketing in India. It finds that while the urban population makes up 27% of India's total, the rural population accounts for 73% and is spread across 570,000 villages. Rural markets remain largely untapped and are growing faster than urban ones at 25% annually. Many major consumer brands generate 40-60% of their revenues from rural areas now, showing the economic potential of rural consumers. Both markets present opportunities but also challenges - rural markets require strategies for transportation, literacy and tailored promotion while urban markets face high competition and expenses. Overall, the future is promising for marketers who understand rural dynamics and can successfully reach rural consumers.
Rural marketing research new
Rural market research involves systematically collecting, analyzing, and reporting data to understand marketing situations in rural areas. It follows steps like defining problems, designing research, developing hypotheses, planning methodology, data collection, analysis, and conclusions. In rural areas, qualitative studies like assessing acceptability, affordability, awareness, and availability are more common than quantitative studies due to low product penetration. Primary data collection methods for rural research include interviews, focus groups, participatory techniques, and questionnaires. Challenges include accessing rural populations, secondary data limitations, and ensuring comprehension of research tools.
Rural Product strategy
This document discusses strategies for marketing products in rural India. It notes that while the 4Ps (product, price, place, promotion) are still important tools, rural marketers face additional challenges of product acceptability, price affordability, place availability, and promotion awareness which can be called the 4As. It provides examples of strategies used by companies like HUL, Coke and LG to address issues of distribution, affordability, and awareness in rural markets. Key recommendations discussed are developing suitable products at affordable prices, understanding rural customer needs and lifestyles, and extensive testing of products and promotions in target areas.
Rural Marketing ( consumer profile)
This document discusses rural marketing and consumer profiles in India. It notes that rural India houses 75% of new factories and accounts for 70% of new manufacturing jobs. Rural marketing involves marketing inputs and outputs between rural and other areas. Rural consumers have characteristics like low literacy, lower income, brand loyalty, and rely on interpersonal communication. Their buying behavior includes high involvement in purchases, buying in small frequent quantities, valuing quality and functionality, and being influenced by local leaders. Successful rural marketing strategies should consider the 4Ps of marketing - product, price, place, promotion as well as the 4Cs of customer needs and 4As of marketing actions. The document examines products that flourished or failed in rural Indian markets.
Rural Marketing Research
This document summarizes the key aspects of conducting rural marketing research in India. It outlines an 8-step rural marketing research process including defining objectives, budgeting, research design, sampling, developing instruments, field work, data collection and analysis, and findings. It discusses challenges such as low literacy, language barriers, and accessibility. Both quantitative and qualitative research methods are described as well as primary and secondary data sources. Key considerations for rural research include building rapport, explaining benefits, and handling sensitive issues carefully.
Rural MARKETING mod 4 fertilizer industry in India
Fertilizers play a dominant role in increasing agricultural productivity in India. Marketing of fertilizers has become vital to the country's economic system. Fertilizers are classified into natural/organic manures and inorganic/chemical fertilizers. Some challenges in marketing fertilizers include balancing farmer and manufacturer needs, supply and demand gaps, and price fluctuations. Effective marketing strategies include market research, product segmentation, distribution through cooperatives, demonstrations, and village adoption programs.
Rural market segmentation and Targeting & Rural Marketing Research
This document discusses rural marketing segmentation and targeting. It defines rural marketing and different types of market segmentation including geographic, demographic, psychographic, behavioral, and multi-attribute segmentation. It emphasizes evaluating segments based on attractiveness and company objectives/resources before selecting target segments. The document also discusses differentiated vs undifferentiated marketing strategies and advantages of a multi-segment strategy over a single segment strategy for rural markets.
Competition in Rural Markets-Fake or Real?
Daily Milk, Lifebody soap and Fair & Lonely. These are popular brands in the hinterlands of Bangladesh . Don’t they sound familiar to daily brands Dairy Milk, Life Buoy & Fair & Lovely? Well, they not only sound but also look similar to the original brands. These brands are created by manufacturers producing cheap versions of the original brands.
Rural marketing
Rural markets in developing countries like India and Nepal present both challenges and opportunities for marketers. While rural areas have large populations with significant purchasing power, reaching rural customers is difficult due to issues like low incomes, lack of infrastructure, high distribution costs, and cultural and educational barriers. Understanding diverse rural customer needs, behaviors, and preferences is key to success. Marketers must consider appropriate pricing, product attributes, and promotional strategies tailored for each local rural context. Developing effective rural distribution and managing competition are also important strategic challenges for companies operating in rural emerging markets.
More Related Content
What's hot
Distribution channels in rural
The document discusses distribution challenges and opportunities in rural Indian markets. It notes that while there are over 60 lakh retail outlets in rural areas, reaching consumers is difficult due to a long distribution chain, lack of dealers and infrastructure like roads. However, 80% of consumers near highways shop in nearby towns. Emerging models to better reach rural customers include using cooperative societies, government distribution systems, mobile trading units, and modern retail chains with rural focus. Overall, marketers must take a selective approach in developing rural distribution networks due to the wide geographical scope and low population densities.
Rural marketing ppt
The document discusses rural marketing in India. It defines rural marketing and describes the two-way flow of products between rural and urban areas. Rural marketing involves transactions between urban marketers and rural consumers as well as agricultural marketing from rural producers to urban markets. Rural marketing has evolved over phases from agricultural marketing pre-1960s to developmental marketing in the 21st century. Key aspects of rural marketing include segmentation, lifestyle analysis, and defining target markets. The rural market plays a significant role in the Indian economy as rural areas account for 74% of India's population and over half of India's income.
Rural Marketing, Environment
The document discusses key aspects of rural marketing environment in India such as population distribution, household patterns, occupations, income sources, and housing trends. Some key points are:
- Rural population accounts for 68% of India's total population of over 1 billion people.
- Nearly 70% of households are located in rural areas, with an average size of 5 members.
- Agriculture and wage labor are the primary occupations in rural areas.
- Incomes are increasing but remain lower in rural vs. urban areas, with poverty reduction being a focus.
- Housing and literacy rates have significantly improved in rural India over the past few decades.
Rural marketing
The document discusses segmenting rural consumers and the bases for rural market segmentation. It identifies that rural consumers are heterogeneous and segmentation is needed. It outlines socioeconomic, geographic, psychographic, and consumer behavior factors for segmentation. The Thompson Rural Market Index is also summarized, which assesses rural market potential across 26 factors for 355 districts in India.
Pricing strategy in rural market
This document discusses pricing strategies and factors that influence pricing decisions. It identifies internal factors like costs and objectives, and external factors like customers, suppliers, and competitors. It then describes several pricing strategies such as optional product pricing, captive product pricing, product bundle pricing, penetration pricing, economy pricing, value pricing, coinage pricing, and psychological pricing. It also discusses discounts, allowances, and discriminatory pricing based on customer segments, product forms, and locations.
Pricing strategies in rural marketing
1) Rural markets have different pricing structures than urban markets due to factors like lower per capita incomes, lack of modern retail, and preference for local brands and products. Companies adopt rural-specific pricing strategies to penetrate these markets.
2) Pricing is determined by both internal factors controlled by the company and external factors. Internally, costs and pricing objectives must be considered, while externally competition, income levels, and market conditions influence pricing decisions.
3) Rural pricing strategies may include lower prices, smaller pack sizes, promotional discounts, and ensuring price parity with competitors to attract price-sensitive rural consumers.
Rural Retailing
“Retailing includes all activities involved in selling goods or services directly to final consumers for personal , non business use.” - Philip Kotler
70% population lives in villages
About 6 lakh villages are in India
Rural retail are growing @7%
A real source of energy
Hub of raw materials
Rural Marketing Environment
This document summarizes key aspects of the rural marketing environment in India based on Chapter 2 of the textbook "Rural Marketing, 2e". It describes the evolution of rural marketing through four phases from an unorganized market to initiatives focused on rural development. It then analyzes the rural demographic, physical, social, cultural, political, and technological environment. Finally, it examines the rural economic structure including the farm and non-farm sectors, rural enterprises, migration trends, income and expenditure patterns, and changing consumption patterns in rural India.
Rural Marketing Strategies
Rural Marketing Strategies
Presentations By Rajendran Ananda Krishnan, https://www.facebook.com/ialwaysthinkprettythings
Rural marketing
Rural marketing in India has evolved over several phases from agricultural marketing to marketing of inputs and now all products and services. It faces many challenges including low literacy, income and infrastructure in rural areas. However, the rural market also has great potential due to its large population and rising prosperity. Successful rural marketing requires understanding rural consumers, improving infrastructure, and employing appropriate media and promotion strategies tailored to rural needs and culture.
Rural marketing
The document provides an overview of rural marketing in India. It discusses:
1) Rural marketing is becoming increasingly important as rural markets outpace urban markets in growth. Many companies have made inroads into rural India.
2) Rural consumers have different characteristics than urban consumers due to factors like occupation, income sources, and lifestyle. Their buying behavior is influenced by their culture, reference groups, and available information.
3) Rural and urban markets differ in terms of population density, infrastructure, income stability, and other factors. Marketers must tailor their approaches to address the specific constraints of rural areas.
Rural Marketing - An Insight
Intro, Process of Rural Marketing, Significance of Rural Marketing, Rural Consumer, Strategies to capture Rural Market, Marketing Mix, Rural Product Categories & Strategies, Consumer Adoption Process, Branding in Rural India, Fake Brands, Fake Market, Distribution Models - FMGC Companies,NIrma, Durable Goods Companies, Fake Products, Noteworthy Success Stories.
Rural Marketing Strategies, Consumer Buying Behavior.
This document discusses rural marketing and consumer buying behavior in rural areas. It covers topics such as characteristics of rural consumers, factors affecting rural consumer behavior, models of consumer behavior, and the stages of the rural consumer buying process. Some key points include that rural consumers are influenced by social factors like traditions and opinion leaders. They also have different tastes, product preferences, and lifestyle factors than urban consumers. The buying process in rural areas relies more heavily on information from other owners and dealers than traditional media sources.
Rural and urban marketing comparetive analysis
This document compares and contrasts rural and urban marketing in India. It finds that while the urban population makes up 27% of India's total, the rural population accounts for 73% and is spread across 570,000 villages. Rural markets remain largely untapped and are growing faster than urban ones at 25% annually. Many major consumer brands generate 40-60% of their revenues from rural areas now, showing the economic potential of rural consumers. Both markets present opportunities but also challenges - rural markets require strategies for transportation, literacy and tailored promotion while urban markets face high competition and expenses. Overall, the future is promising for marketers who understand rural dynamics and can successfully reach rural consumers.
Rural marketing research new
Rural market research involves systematically collecting, analyzing, and reporting data to understand marketing situations in rural areas. It follows steps like defining problems, designing research, developing hypotheses, planning methodology, data collection, analysis, and conclusions. In rural areas, qualitative studies like assessing acceptability, affordability, awareness, and availability are more common than quantitative studies due to low product penetration. Primary data collection methods for rural research include interviews, focus groups, participatory techniques, and questionnaires. Challenges include accessing rural populations, secondary data limitations, and ensuring comprehension of research tools.
Rural Product strategy
This document discusses strategies for marketing products in rural India. It notes that while the 4Ps (product, price, place, promotion) are still important tools, rural marketers face additional challenges of product acceptability, price affordability, place availability, and promotion awareness which can be called the 4As. It provides examples of strategies used by companies like HUL, Coke and LG to address issues of distribution, affordability, and awareness in rural markets. Key recommendations discussed are developing suitable products at affordable prices, understanding rural customer needs and lifestyles, and extensive testing of products and promotions in target areas.
Rural Marketing ( consumer profile)
This document discusses rural marketing and consumer profiles in India. It notes that rural India houses 75% of new factories and accounts for 70% of new manufacturing jobs. Rural marketing involves marketing inputs and outputs between rural and other areas. Rural consumers have characteristics like low literacy, lower income, brand loyalty, and rely on interpersonal communication. Their buying behavior includes high involvement in purchases, buying in small frequent quantities, valuing quality and functionality, and being influenced by local leaders. Successful rural marketing strategies should consider the 4Ps of marketing - product, price, place, promotion as well as the 4Cs of customer needs and 4As of marketing actions. The document examines products that flourished or failed in rural Indian markets.
Rural Marketing Research
This document summarizes the key aspects of conducting rural marketing research in India. It outlines an 8-step rural marketing research process including defining objectives, budgeting, research design, sampling, developing instruments, field work, data collection and analysis, and findings. It discusses challenges such as low literacy, language barriers, and accessibility. Both quantitative and qualitative research methods are described as well as primary and secondary data sources. Key considerations for rural research include building rapport, explaining benefits, and handling sensitive issues carefully.
Rural MARKETING mod 4 fertilizer industry in India
Fertilizers play a dominant role in increasing agricultural productivity in India. Marketing of fertilizers has become vital to the country's economic system. Fertilizers are classified into natural/organic manures and inorganic/chemical fertilizers. Some challenges in marketing fertilizers include balancing farmer and manufacturer needs, supply and demand gaps, and price fluctuations. Effective marketing strategies include market research, product segmentation, distribution through cooperatives, demonstrations, and village adoption programs.
Rural market segmentation and Targeting & Rural Marketing Research
This document discusses rural marketing segmentation and targeting. It defines rural marketing and different types of market segmentation including geographic, demographic, psychographic, behavioral, and multi-attribute segmentation. It emphasizes evaluating segments based on attractiveness and company objectives/resources before selecting target segments. The document also discusses differentiated vs undifferentiated marketing strategies and advantages of a multi-segment strategy over a single segment strategy for rural markets.
What's hot (20)
Rural Marketing Strategies, Consumer Buying Behavior.
Rural Marketing Strategies, Consumer Buying Behavior.
Rural MARKETING mod 4 fertilizer industry in India
Rural MARKETING mod 4 fertilizer industry in India
Rural market segmentation and Targeting & Rural Marketing Research
Rural market segmentation and Targeting & Rural Marketing Research
Similar to Difference between rural and urban consumer behavior
Competition in Rural Markets-Fake or Real?
Daily Milk, Lifebody soap and Fair & Lonely. These are popular brands in the hinterlands of Bangladesh . Don’t they sound familiar to daily brands Dairy Milk, Life Buoy & Fair & Lovely? Well, they not only sound but also look similar to the original brands. These brands are created by manufacturers producing cheap versions of the original brands.
Rural marketing
Rural markets in developing countries like India and Nepal present both challenges and opportunities for marketers. While rural areas have large populations with significant purchasing power, reaching rural customers is difficult due to issues like low incomes, lack of infrastructure, high distribution costs, and cultural and educational barriers. Understanding diverse rural customer needs, behaviors, and preferences is key to success. Marketers must consider appropriate pricing, product attributes, and promotional strategies tailored for each local rural context. Developing effective rural distribution and managing competition are also important strategic challenges for companies operating in rural emerging markets.
ITC- Bingo! ppt
This document discusses ITC's FMCG business. It provides an overview of the large and growing Indian FMCG market. It then analyzes the competitive forces in the FMCG industry using Porter's 5 Forces model. It discusses ITC's diversified business portfolio and SWOT analysis. It also analyzes ITC's salty snacks brand Bingo, including its marketing mix, competitors, and SWOT analysis. Other sections cover segmentation, targeting, positioning, product life cycle analysis, BCG matrix, financial analysis, organizational structure, and culture.
Vimbar
The document discusses the role and importance of rural India's economy. It notes that around 700 million people, or 70% of India's population, live in rural areas. A mere 1% increase in rural income translates to Rs. 10,000 crore in increased buying power for rural Indians. Many major companies like HLL and Colgate have focused on penetrating rural markets through programs like "Operation Bharat" and "Operation Jagruti". The document also discusses the rural consumer profile, FMCG consumption trends in rural areas, and strategies companies use to target rural consumers effectively.
Vimbar
The document discusses the role and importance of rural India's economy. It notes that around 700 million people live in rural India, accounting for 70% of the country's population. Rural India offers a huge potential market, as even a 1% increase in rural income translates to Rs. 10,000 crore in additional buying power. Many major companies like HLL and Colgate have focused on penetrating rural markets through programs like "Operation Bharat" and "Operation Jagruti". The document also provides details on the performance and strategies of major FMCG companies in rural India.
EmergingMarketsEcommerceEN-v0.4
This document provides strategies for companies expanding into emerging markets through e-commerce. It discusses researching the target market's demographics and income levels. Companies should understand factors like the rise of millennials, expansion of the middle class, and differences in average incomes. The digital landscape must also be considered, including internet and mobile penetration rates which vary significantly between markets. Companies should assess the strategic status quo by evaluating market conditions, the competitive landscape which ranges from consolidated to fragmented, and local consumer preferences. Case studies demonstrate how companies like Amazon and MercadoLibre have successfully expanded into new markets.
NATURE AND IMPORTANCE AND NEED OF RURAL MARKETING
Rural marketing involves the procurement of farm inputs by farmers and the movement of agricultural products from farmers to consumers. Rural markets differ significantly from urban markets as agriculture is the primary economic activity. Rural products include crops, vegetables, fruits as well as industrial and consumer goods meant for direct use or further processing. Marketers are increasingly targeting rural markets due to their large size, growth potential, and saturation of urban markets. However, rural markets pose unique challenges such as poor infrastructure, seasonal demand, and low literacy levels. Successful rural marketing requires an understanding of rural consumers and strategies for product development, pricing, distribution, and promotion tailored to rural needs and preferences.
Vietnam - Retail market frontier
The document discusses the Vietnam retail market, providing an overview of market performance by ownership, format, and categories. It notes that retail sales have grown 18-22% annually in recent years. While traditional trade still dominates, modern trade formats like supermarkets and convenience stores are growing. Food accounts for about 2/3 of retail sales currently. The retail market faces challenges like a shortage of skilled labor and rising costs, but is projected to continue strong growth in the future.
Madhulika research paper
This document discusses the changing dimensions of marketing strategies for the Fast Moving Consumer Goods (FMCG) sector in rural India. It notes that rural markets now represent a huge untapped potential given India's large rural population and rising rural incomes. FMCG companies are increasingly targeting rural consumers through tailored marketing strategies. The document examines reasons for tapping rural markets, including untapped potential, increasing purchasing power, and greater accessibility and infrastructure in rural areas. It also outlines objectives of studying rural marketing strategies and factors driving growth in rural markets like government policies, agricultural development, and education/research.
Rural marketing
Rural marketing involves assessing, stimulating, and converting purchasing power in rural areas to create demand for products and services. India's vast rural market offers potential for marketers facing urban competition. Rural consumers have customs and behaviors that differ from urban areas. Improving rural incomes, infrastructure, health, education, and employment opportunities can help realize the vision of a modern rural economy. Marketers have entered rural markets by extending existing product distributions or developing separate rural strategies. The growing interest in rural markets is due to their large size, untapped potential, and increasing incomes.
Rural marketing basics
Rural marketing in India is growing in importance as rural populations and incomes rise. Some key points:
- Rural markets now account for over 50% of sales for many FMCG products and are growing faster than urban markets.
- Many major companies have implemented rural marketing strategies like training rural sales agents (Hindustan Unilever) or building rural retail stores (ITC).
- Rural consumers have different characteristics than urban consumers in terms of occupation, income sources, media access, and brand awareness. Successful rural marketing requires understanding rural consumer behavior.
- Segmenting the rural market by factors like geography, demographics, and behaviors is important for effective targeting and positioning of products. Companies must consider
PROJECT MT1&2 RURAL MARKETING
Rural India represents a significant market opportunity for FMCG and durable goods companies due to its large population and growing incomes. Many FMCG companies have launched small pack sizes and used innovative marketing strategies like village fairs to reach rural consumers. While rural markets offer potential for growth, they also present challenges like low literacy, lack of infrastructure, and cultural diversity that require customized marketing approaches. Government policies aim to promote growth in the FMCG sector by reducing duties and regulations.
Walmart in china
Wumart is a Chinese retailer that has adopted a regional strategy within China, focusing on areas where it has strong bargaining power and low costs. It leverages relationships with local governments and state-owned enterprises for protection and expansion. While it has strengths in areas like infrastructure and supply chain management, it also faces weaknesses from being regionally focused and uncertainties from China's political environment. Opportunities for growth include expanding to new regions and market segments, but it must address threats from changing competitive dynamics and stakeholder expectations. To sustain its advantage, Wumart relies on its strong corporate culture and political engagement capabilities.
GroupM The Great Shift 2020
GroupM’s The Great Shift 2020 details the shift caused by the pandemic in four major sectors (Auto, CPG & E-comm, Telecom and Financial Services) and another (Entertainment) where the industry has gone through significant change and, as a result, we must alter the way we think of them as sources of inventory.
Retail Sector In India
The document discusses the Indian retail sector. It outlines the evolution of retail in India from barter systems to modern organized retail chains and malls. It also discusses key players in the Indian retail space, factors driving growth in the sector, challenges faced, and strategies adopted by major retailers like Kishore Biyani to succeed in India.
Fortune At The Bottom Of Pyramid
Dear all,
This is the review of the book " The Fortune At The Bottom Of Pyramid" written by Dr. C.K. Prahlad.....
Thanks
The indian marketing_environment (1)
The document discusses the changing Indian marketing environment and the challenges it poses for companies. Key points include:
- The Indian population is growing rapidly and becoming more urbanized and educated, expanding the middle class. Rural markets are also growing impressively.
- New economic policies since the 1990s have liberalized and opened up the Indian economy, increasing competition from both multinational and domestic companies.
- Marketing challenges in this new environment include increased competition from new domestic and global entrants, demands for competitive pricing and high quality from consumers, and the need for Indian companies to export and go global.
The indian marketing_environment
The document discusses the changing Indian marketing environment and the challenges it poses for companies. Key points include:
- The Indian population is growing rapidly and becoming more urbanized and educated, expanding the middle class. Rural markets are also growing impressively.
- New economic policies since the 1990s have liberalized and opened up the Indian economy, increasing competition from both multinational and domestic companies.
- Marketing challenges in this new environment include increased competition from new domestic and global entrants, demands for competitive pricing and high quality from consumers, and the need for Indian companies to export and go global.
Chapter1
This document provides an overview of rural marketing in India. It discusses how rural markets have evolved over time from primarily marketing agricultural produce to now including household consumables and durables. Rural markets present both opportunities and challenges for marketers. Some key points made in the document include:
- Rural markets now outpace urban markets in growth and present a significant business potential.
- However, rural markets also have problems like vastness, low incomes, and inadequate infrastructure that make them difficult to operate in.
- Marketers have found innovative solutions like using local sales agents and partnering with retailers to better reach rural customers.
IBM Retail | Meeting the demands of the smarter consumer
New technologies and socioeconomic trends are changing the retail marketplace. Discover the survey results of over 32,000 consumers to find out how their buying behaviors are evolving and what smarter consumers will demand from retailers in the future.
Similar to Difference between rural and urban consumer behavior (20)
IBM Retail | Meeting the demands of the smarter consumer
IBM Retail | Meeting the demands of the smarter consumer
Recently uploaded
NIPER 2024 MEMORY BASED QUESTIONS.ANSWERS TO NIPER 2024 QUESTIONS.NIPER JEE 2...
NIPER JEE PYQ
NIPER JEE QUESTIONS
MOST FREQUENTLY ASK QUESTIONS
NIPER MEMORY BASED QUWSTIONS
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...
Andreas Schleicher, Director of Education and Skills at the OECD presents at the launch of PISA 2022 Volume III - Creative Minds, Creative Schools on 18 June 2024.
CHUYÊN ĐỀ ÔN TẬP VÀ PHÁT TRIỂN CÂU HỎI TRONG ĐỀ MINH HỌA THI TỐT NGHIỆP THPT ...
CHUYÊN ĐỀ ÔN TẬP VÀ PHÁT TRIỂN CÂU HỎI TRONG ĐỀ MINH HỌA THI TỐT NGHIỆP THPT ...Nguyen Thanh Tu Collection
https://app.box.com/s/qspvswamcohjtbvbbhjad04lg65waylfA Free 200-Page eBook ~ Brain and Mind Exercise.pptx
(A Free eBook comprising 3 Sets of Presentation of a selection of Puzzles, Brain Teasers and Thinking Problems to exercise both the mind and the Right and Left Brain. To help keep the mind and brain fit and healthy. Good for both the young and old alike.
Answers are given for all the puzzles and problems.)
With Metta,
Bro. Oh Teik Bin 🙏🤓🤔🥰
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...
The recent surge in pro-Palestine student activism has prompted significant responses from universities, ranging from negotiations and divestment commitments to increased transparency about investments in companies supporting the war on Gaza. This activism has led to the cessation of student encampments but also highlighted the substantial sacrifices made by students, including academic disruptions and personal risks. The primary drivers of these protests are poor university administration, lack of transparency, and inadequate communication between officials and students. This study examines the profound emotional, psychological, and professional impacts on students engaged in pro-Palestine protests, focusing on Generation Z's (Gen-Z) activism dynamics. This paper explores the significant sacrifices made by these students and even the professors supporting the pro-Palestine movement, with a focus on recent global movements. Through an in-depth analysis of printed and electronic media, the study examines the impacts of these sacrifices on the academic and personal lives of those involved. The paper highlights examples from various universities, demonstrating student activism's long-term and short-term effects, including disciplinary actions, social backlash, and career implications. The researchers also explore the broader implications of student sacrifices. The findings reveal that these sacrifices are driven by a profound commitment to justice and human rights, and are influenced by the increasing availability of information, peer interactions, and personal convictions. The study also discusses the broader implications of this activism, comparing it to historical precedents and assessing its potential to influence policy and public opinion. The emotional and psychological toll on student activists is significant, but their sense of purpose and community support mitigates some of these challenges. However, the researchers call for acknowledging the broader Impact of these sacrifices on the future global movement of FreePalestine.
Accounting for Restricted Grants When and How To Record Properly
In this webinar, member learned how to stay in compliance with generally accepted accounting principles (GAAP) for restricted grants.
مصحف القراءات العشر أعد أحرف الخلاف سمير بسيوني.pdf
مصحف أحرف الخلاف للقراء العشرةأعد أحرف الخلاف بالتلوين وصلا سمير بسيوني غفر الله له
Wound healing PPT
This document provides an overview of wound healing, its functions, stages, mechanisms, factors affecting it, and complications.
A wound is a break in the integrity of the skin or tissues, which may be associated with disruption of the structure and function.
Healing is the body’s response to injury in an attempt to restore normal structure and functions.
Healing can occur in two ways: Regeneration and Repair
There are 4 phases of wound healing: hemostasis, inflammation, proliferation, and remodeling. This document also describes the mechanism of wound healing. Factors that affect healing include infection, uncontrolled diabetes, poor nutrition, age, anemia, the presence of foreign bodies, etc.
Complications of wound healing like infection, hyperpigmentation of scar, contractures, and keloid formation.
Contiguity Of Various Message Forms - Rupam Chandra.pptx
Contiguity Of Various Message Forms - Rupam Chandra.pptx
skeleton System.pdf (skeleton system wow)
🔥🔥🔥🔥🔥🔥🔥🔥🔥
إضغ بين إيديكم من أقوى الملازم التي صممتها
ملزمة تشريح الجهاز الهيكلي (نظري 3)
💀💀💀💀💀💀💀💀💀💀
تتميز هذهِ الملزمة بعِدة مُميزات :
1- مُترجمة ترجمة تُناسب جميع المستويات
2- تحتوي على 78 رسم توضيحي لكل كلمة موجودة بالملزمة (لكل كلمة !!!!)
#فهم_ماكو_درخ
3- دقة الكتابة والصور عالية جداً جداً جداً
4- هُنالك بعض المعلومات تم توضيحها بشكل تفصيلي جداً (تُعتبر لدى الطالب أو الطالبة بإنها معلومات مُبهمة ومع ذلك تم توضيح هذهِ المعلومات المُبهمة بشكل تفصيلي جداً
5- الملزمة تشرح نفسها ب نفسها بس تكلك تعال اقراني
6- تحتوي الملزمة في اول سلايد على خارطة تتضمن جميع تفرُعات معلومات الجهاز الهيكلي المذكورة في هذهِ الملزمة
واخيراً هذهِ الملزمة حلالٌ عليكم وإتمنى منكم إن تدعولي بالخير والصحة والعافية فقط
كل التوفيق زملائي وزميلاتي ، زميلكم محمد الذهبي 💊💊
🔥🔥🔥🔥🔥🔥🔥🔥🔥
Bossa N’ Roll Records by Ismael Vazquez.
Bossa N Roll Records presentation by Izzy Vazquez for Music Retail and Distribution class at Full Sail University
A Visual Guide to 1 Samuel | A Tale of Two Hearts
These slides walk through the story of 1 Samuel. Samuel is the last judge of Israel. The people reject God and want a king. Saul is anointed as the first king, but he is not a good king. David, the shepherd boy is anointed and Saul is envious of him. David shows honor while Saul continues to self destruct.
How to Manage Reception Report in Odoo 17
A business may deal with both sales and purchases occasionally. They buy things from vendors and then sell them to their customers. Such dealings can be confusing at times. Because multiple clients may inquire about the same product at the same time, after purchasing those products, customers must be assigned to them. Odoo has a tool called Reception Report that can be used to complete this assignment. By enabling this, a reception report comes automatically after confirming a receipt, from which we can assign products to orders.
How to Fix [Errno 98] address already in use
This slide will represent the cause of the error “[Errno 98] address already in use” and the troubleshooting steps to resolve this error in Odoo.
Recently uploaded (20)
NIPER 2024 MEMORY BASED QUESTIONS.ANSWERS TO NIPER 2024 QUESTIONS.NIPER JEE 2...
NIPER 2024 MEMORY BASED QUESTIONS.ANSWERS TO NIPER 2024 QUESTIONS.NIPER JEE 2...
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...
CHUYÊN ĐỀ ÔN TẬP VÀ PHÁT TRIỂN CÂU HỎI TRONG ĐỀ MINH HỌA THI TỐT NGHIỆP THPT ...
CHUYÊN ĐỀ ÔN TẬP VÀ PHÁT TRIỂN CÂU HỎI TRONG ĐỀ MINH HỌA THI TỐT NGHIỆP THPT ...
A Free 200-Page eBook ~ Brain and Mind Exercise.pptx
A Free 200-Page eBook ~ Brain and Mind Exercise.pptx
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...
220711130088 Sumi Basak Virtual University EPC 3.pptx
220711130088 Sumi Basak Virtual University EPC 3.pptx
Accounting for Restricted Grants When and How To Record Properly
Accounting for Restricted Grants When and How To Record Properly
مصحف القراءات العشر أعد أحرف الخلاف سمير بسيوني.pdf
مصحف القراءات العشر أعد أحرف الخلاف سمير بسيوني.pdf
Contiguity Of Various Message Forms - Rupam Chandra.pptx
Contiguity Of Various Message Forms - Rupam Chandra.pptx
Difference between rural and urban consumer behavior
- 4. Difference Between Rural And Urban Population Standards of living Wide economic gap New product awareness Education Electrified Channel of communication Channel of distribution
- 5. Rural VS Urban Customer thinks of money, durability before buying. Development is very less The income level is not fixed Ability to pay back loan is low Brand awareness is low Customer thinks of brand and its updates. More development is seen. The income level is fixed Competition is fixed It is comparatively higher More aware of branded product.
- 6. Low vs High Involvement Rural consumer make low involvement while Purchasing They are not risk taker They show low involvement towards product as they are highly influenced by the opinion leaders, elders. Urban consumer make high involvement They are risk taker High involvement product leads to comfort, status, drive, consumers recognition for need
- 7. Example
- 9. Reasons For Selecting Market Rural market Size of the market Largely Untapped Income on the rise/disposable income Income from other than agriculture Income flow from urban /abroad Ex:- Colgate 55% Urban market Large number of customer Awareness about the product Effective distribution channel Rise to competition Source of new ideas Ex:- Future group 80%
- 10. Challenges Rural Marketing I. Traditional Life. II. Transportation. III. Literacy. IV. Promotion and Marketing Communication. Urban marketing I. urban market flooded with low demand. II. High degree of competition. III. large expenses.
- 11. Conclusion 1. The rural market (68.84%) is larger than urban market (31.16%) and the marketers cannot afford to ignore studying the rural consumer behaviour. 2. If 80% of the landholdings are below 5 acres, where is the scope to hire workers on the farm? In fact, rural area is confronting underemployment and unemployment. 3. This is reflected in the increased level of urbanization from 27.81% in 2001 Census to 31.16% in 2011 Census.– it is vital that the marketers understand the rural customers well.
- 12. Informative clipping's video sharing some statistics of rural market in consumer behaviour and business prescriptiv https://www.youtube.com/watch?v=tZ6_SxBSpZw https://www.youtube.com/watch?v=LYVgD1x1pJo https://www.youtube.com/watch?v=nY_pcNue s&list=WL&index=7 Video Clip depicting the real life practices ado rural market of India https://www.youtube.com/watch?v=atpZGLMa ex=8&list=WL.