...UPASANA a) Environmental :- I. Economic factors:- The agricultural and rural development has enabled our country to achieve self sufficiency in food production and we are now exporting a variety of agricultural commodities to foreign countries. Favorable monsoons during the last 10 years have let to increase in crop yields and rural income. In addition, diversification of a agriculture, development of village industries, migration of rural people into cities, remittance of money, family members settled abroad have increased income level and buying power of villagers. II. Political factors:- The government have taken initiative for economic development of rural areas and have invested heavily in agriculture, irrigation, electricity, khadi and village industries and infra structure facilities such as roads, communication, hospitals, school, and banking. The initiatives certainly let to rural prosperity and opportunities for the marketers. III. Technological development:- The rapid expansion of telecommunication facilities and mobile phone has provided opportunities for rural people to keep in touch with men and markets. Development of TV networks and reasonable channels has enabled the marketers to pass on message about product and services to rural people. In rural areas especially in large villagers and villagers near to towns and cities, children and youth have accused to information such as job opportunities, national news, weather conditions, bank...
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...BEHAVIOR INFLUENCE ON DETERGENT POWDER IN RURAL MARKET BY DIFFERENT AGE GROUP Dr. B.Chandra Mohan Patnaik Associate professor , School of management , KIIT university, Bhuvneshwar, Odisha Deepak Kumar Singh Ph.D Research Scholar, School of management, KIIT University Bhuvneshwar, Odisha Mr. Prakash Kumar Pradhan Ph.D Research Scholar , School of management, KIIT University Bhuvneshwar, Odisha. ABSTRACT India is the most populous country in the world. India is the country of villages. Nearly 75 percent Indians resides in villages. Rural India represents the whole nation in tradition, conventions, rituals and beliefs of the people in all. This is the main reason driving force for rural marketing. The markets are now concentrating heavily on high potential rural markets. As the urban markets are reaching to the saturation point in terms of market growth, the markets are reaching the rural markets to sustain in the highly competitive market. Heavy demand for goods and services in the rural areas is the main reason for the growth in rural markets. Different marketing strategies have been adopted by the firms to capitalize the demand. Rural India consumes more products than the urban India. Different income group consumers of different age group purchases various brands as per their preferences. Overall the marketer should understand the customer before taking up the road to the rural market. The purpose of this paper is to investigate the influence of rural consumer based on different...
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...rural retail — Presentation Transcript * 1. • RURAL RETAILING 1 * 2. RURAL RETAILING By R.SATHVEENA - 72060 RURAL RETAILING 2 * 3. INTRODUCTION • The world’ s econom ce ic ntre is s hifting away from the e tablis d, we s he althy econom s of Europe J apan, and North ie , Am ricaandtow e ardstheAs iaPacific • India is one of the fas s -g te t rowing larg e econom s in the w ie orld. Ove the las 15 r t years India has chang d m e uch fas r te thanm any predicte . d RURAL RETAILING 3 * 4. • Overall, competition and structural changes within the economy have raised the bar in terms of what consumers have come to expect. • Retailing is the largest private sector industry . Retail is the sale of merchandise in small quantities to the ultimate consumer. RURAL RETAILING 4 * 5. The Indian Consumer Is Rapidly Transforming Outlook– From Traditional to Modernized Traditional RURAL RETAILING 5 * 6. • From Functional to Lifestyle RURAL RETAILING 6 * 7. DEFINITION • Retailing can be defined as the set of activities that markets products or services to final consumers for their own personal or house hold use. This is done by organizing the availability of goods and then supplying them to consumer on a relatively small scale. RURAL RETAILING 7 * 8. • The mix of variables including price, location, communications, merchandise, physical attributes, services and personnel form the retail mix and these components form the over all strategic marketing components of retailing...
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...RURAL DEVELOPMENT MARKETING & DIRECT MARKETING MODULE NOTES Code | 50121621 A | Course | Rural and Development Marketing | Topic | Division | | | What are rural markets? Is there a uniform identity? Global trends impacting rural behavior (only India)- WTO, technology and social behavior | Nikita Naina Kumar | | | India's rural communities- disparities, segmentation and social factors | Trishla Jhaveri | | | Media penetration, impact and costs in rural India | Shayan Roy | | | Psychographics, demographics and societal impact on the rural consumer | | | | Profiling the rural male consumer | | | | Profiling the rural female consumer | | | | The rural business model- distribution, pricing, packaging, promotion- in rural markets | | | | Branding and brand management in rural India | | What is Rural Marketing? Rural Marketing is defined as any marketing activity in which the one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas. Rural markets have emerged as an important growth engine in the Indian consumption story. With about 70 per cent of the Indian population residing in the hinterlands, rural markets seem to be a significant opportunity for business conglomerates. Rural areas of the country or countryside are areas that are not urbanized...
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...Rural Marketing Quite clearly, large Indian companies have begun looking at rural markets seriously. Some of them are even developing exclusive marketing strategies to tap this huge mass of consumers. Of India's one billion plus population, nearly 70 per cent live in non-urban or rural areas. According to a National Council for Applied Economic Research (NCAER) study, there are as many "middle income and above" households in rural areas as there are in urban areas. There are almost twice as many "lower middle income" households in rural areas as in urban. According to NCAER's projections, the number of middle and high-income households in rural India is expected to grow from 80 million to 111 million by 2007. In Urban India, the same is expected to grow from 46 million to 59 million. Hence the absolute size of middle and high income households in Rural India is expected to be nearly double that of Urban India. Percentage Distribution of household population and income | |Households |Population |Income | |Rural |73.6 |74.6 |55.6 | |Urban |27.4 |25.4 |44.4 | |All India |100 |100 |100 | Thus we see that Rural India contributes almost 56% to the National Income as against 44% contributed by Urban India. Although it is contributed by 76% of the total...
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...Impact of Visual Communication in Rural Markets Submitted By: Name: Sujit Mishra Course: PGDM- Marketing Roll No: 056 Under the guidance of: Dr. Ramkishen. Y Faculty in Marketing K J SIMSR K J Somaiya Institute of Management Studies & Research IV Trimester, 2012 Abstract: Rural marketing involves addressing around 700 million potential consumers, over 40 per cent of the Indian middle-class, and about half the country's disposable income. According to a NCAER study the consuming class households in rural equals the number in urban and awareness The recent NCAER publication "The Great Indian Middle Class" further reveals that the Indian middle class consisted on 10.7 million households or 57 million individuals of which 36 per cent lived in rural areas. Companies are always looking for tools and ways to increase the brand visibility and communication. Brand communication to the consumers is always an important marketing goal of marketers. In doing so, they spend a lot through their marketing services firm, which provides the advertising and communication services to the client firms. Promotion of brands in rural markets requires the special measures. Due to the social and backward condition the personal selling efforts have a challenging role to play in this regard. Going by some of the characteristics of the rural public, which are high brand loyalty, low income influenced by seasonal fluctuations, low...
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...Table of contents Executive summary 2 Companies profile and History. 3 The company’s proposition. 3 Chronology in introducing products, and other landmarks 3 Plants for manufacturing: 4 Land marks 4 Choosing Brand 5 Main Competitors 6 SWOT analyze Hero Motor Corp 6 Macro Environment 9 Consumer Behaviour. 9 The buying decision behavior for buying 10 Marketing plan, strategy (BCG’s and SBUs 10 Pricing 11 Channels of distribution 11 Promotion Mix 12 Executive summary Company background Companies profile and History. Hero MotoCorp Limited is the World's single largest two-wheeler motorcycle company. The com-pany has three manufacturing facilities in Dharuhera, Gurgaon at Haryana and Haridwar at Uttarak-hand. The company head quarter is based in New Delhi, India .It started manufacturing bicycles, in 1984 the company was incorporated in a joint venture with Honda and given the name Hero Honda Ltd. Honda was making the R&D work and Hero was manufacturing. The company’s proposition. In the 1980s, Hero Honda grabbed everyone's attention with its campaign 'Fill it - Shut it - Forget it' Chronology in introducing products, and other landmarks 1985 : CD100 1989: Sleek 1991: CD 100 SS 1995 : Splendor 1999: Hero Honda CBZ first 150 cc in Indian market 2001: Passion and joy 2002: Dawn and Ambition 2003: CD Dawn, Splendor+ and Passion Plus, and Hero Honda Karizma, the industry's first 223cc motorcycle. 2004: Ambition 135 and CBZ 2005: Super...
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...STUDY AND ANALYSIS OF THE BEHAVIOUR OF CONSUMERS IN TERMS OF THE FACTORS AFFECTING THE BUYING DECISION AND PURCHASE DECISION METHODOLOGY Study of the analysis of the consumer behavior is based on the interviews carried out for evaluating the basis of selection of CFL bulbs for home use and evaluation of the parameters involved in preferring Havell CFL over the competitors. The details of the interviews carried out with the customer are mentioned separately in the annexure. FACTORS AFFECTING THE CONSUMER BEHAVIOUR 1. CULTURE Sub culture and social class play an important influence on the consumer buying behavior. Sub culture provides more specific identification and socialization for their members .religion, racial groups and geographic regions .Different sub cultures based on religion, racial groups and geographic regions are characterized by different values , perceptions and preferences and in turn affects the buying behavior. In India socio economic classification is done on basis of earnings , education and occupation for rural and urban areas. This socio economic classification results in social stratification into different social classes having different preferences and choices for buying behavior. The people residing in rural areas and low profile localities of the cities form one social class and are having one subculture. The people belonging to this subculture gives the preference to low initial cost bulb rather than to high initial cost but energy...
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...Emerging Trends in Modern Retail Formats & Customer Shopping Behavior in Indian Scenario: A Meta Analysis & Review “If at first the Idea is not absurd, then there is no hope for it.” -Albert Einstein Aditya P. Tripathi* Abstract The Indian retail sector is going through a transformation and this emerging market is witnessing a significant change in its growth and investment pattern. Both existing and new players are experimenting with new retail formats. Currently two popular formats hypermarkets and supermarkets are growing at a rapid pace. Apart from the brick –mortar formats, brick -click and click-click formats are also increasingly functional on the Indian retail landscape. Consumer dynamics in India is also changing and the retailers need to take note of this and formulate their strategies and tactics to deliver the exact expected value to the customer. In the backdrop of all these developments the present paper makes an attempt to: Explain the emerging trends in the development of Modern Retail formats in Indian Context and Highlights the emerging Rural Retail Landscape and also, Reveals the Consumer Shopping Behavior (Across the Country) among the Modern Retail Formats with special reference to Delhi & NCR. The empirical data has been collected with the help of Primary as well as secondary resources. Key Words: Hypermarket, Convenience Store, Retailing, Malls, Shoppers Introduction India has witnessed a frenetic pace of retail development over the past...
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...Marketing Research Project Modern retails in India - Trends, issues and future GROUP - 4 Divya Katoch Gaurav Bhola Hanuman Sharan Hemant Meena HimaSindhu Karthik Junnuri F - 099 F 101 F 102 F 103 F 105 F 108 Page 1 Marketing Research Project ACKNOWLEDGEMENT We sincerely express our gratitude to Mr. Hemang Dangi for his constant guidance throughout the project. We also want to thank all the respondents of our survey for spending their valuable time in filling out the survey. Yours sincerely, Group 4 MBA- 1st Year Section B Page 2 Marketing Research Project Table of Contents 1.Title page ................................................................................................................................1 2.Acknowledgement ..................................................................................................................2 3.Index/ Table of content ..........................................................................................................3 4.Abstract ..................................................................................................................................4 5.Introduction ............................................................................................................................5 6.Review of literature .............................................................................................................. 10 7. Research methodology ...................................
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...Name Institution Course title Date Introduction Emami in collaboration with Activor Corp, USA, herbalists and dermatologists from India has created a unique fairness cream for Men with a breakthrough Five Power Fairness System to make skin fair and handsome in 4 weeks. It also helps in relieving stress and fatigue signs - gives men's tough skin a firmer look. Emami Fair and Handsome World's No.1 fairness cream protects men's face from sun's UV Rays. Swot analysis of Emami fair and handsome Strengths * Fair & handsome ‘the awareness level of this higher for this brand. And introduction of “Menz Active” fairness cream for men * Fair & handsome USP - Fairness in Six Weeks has worked better for it. * Fair & handsome, is one of the most trusted brand for young men in India ranked 4. in Economic Times survey of 180 top brands in 2001 and 2002 & ranked 7. * Fair & handsome brand is World's first and largest Fairness cream brand with a presence in 40 countries and a value of around Rs. 6 billion * FAH commands a market share of over 70% in the Rs 1000 crore fairness market in India. Weakness * Presence of several competitors with the same product line * Many untapped market around the world * Decline market share from 90 per cent to 76 per cent * Entrance of foreign companies in India with higher skilled and efficacy to beat existing or domestic player Opportunities * Extending the equity of its leading fairness cream brand "Fair & handsome"...
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...the issue, some guidelines are available from what is called EPRG orientation. The EPRG framework attempts, four broad types of orientation of a firm towards foreign marketing. This paper aims to suggest a model to assist when deciding which foreign investor to select. In much of the current literature on the problem faced by the small transitional countries/companies, globalization by foreign transnational companies (TNCs) is considered to be the generic expansion strategy. The question is, however, which foreign investor to select. The paper evaluates the potentials of the EPRG scheme (Ethnocentrism, Polycentrism, Regiocentrism, and Geocentrism) in choosing foreign investor. It enables company to analyze and predict its competitors' behavior. (Biljana Crnjak-Karanovič). The Ethnocentric, Polycentric, Regiocentric, and Geocentric Framework (EPRG) dates back to Perlmuter (1969) and his associates Wind and Douglas (1973). The EPRG framework identifies four management approaches or orientations of the company while internationalization process is taking place. The framework is based on the assumption that the level of a company’s involvement in the international business gradually evolves. EPRG orientations describe an exporter's process of evolution and internalization. Companies begin by being Ethnocentric, i.e., they emphasize...
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...Shefali Sharma FY-25 MBA Final Year AUD Book Review We are like that only: Understanding the Logic of Consumer India By Shefali Sharma We are like that only is a book which is trying to analyze the buying behavior of Indian consumers. This book is written by Rama Bijapurkar who is one of India’s most respected thought leaders and has a rich and varied experience in business strategy, consulting and market research and has worked with McKinsey & Company, MARG Marketing and Research Group and as a full-time consultant with Hindustan Lever Ltd. This book is divided into several chapters and each one of them is reviewed subsequently: The first chapter is named as ‘made for India’, which talks about India’s movement towards market capitalization. It focuses on how the socialist model failed before 1991 and led to a steep decline in the GDP, and as a result India opened its doors for privatization and globalization. Before 1991, the consumer in India did not welcome the global products because of the boycott movement and Gandhi’s philosophy of self reliance. Rama says that the nature of emerging markets is fundamentally different as they are large in their total size but small in terms of per capita income. The book mentions that the emerging markets need not be virgin markets as many home grown options might already be available and which have the capacity to impose tough competition to global products, for example the local markets such as Sarojini Nagar and Lajpat Nagar...
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...DISCUSS HOW THE CONSUMER BEHAVIOR HAS CHANGED TODAY Kotler defines consumer behavior to be the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. He argues that it blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Macinnis and Gupta, 2008. Argue that consumer behavior reflects the totality of consumer’s decisions with respect to the acquisition and disposition of goods, services, activities and ideas by human decision making units. They have it that consumer behavior means more than just how a person buys tangible products such as bath soap, digital music players and automobiles. It includes consumer’s use of service, activities and ideas such as going to the doctor, visiting a theme park, etc. Foxall, 2005. Identifies with changes in consumer behavior in world. He argues that the buying behavior of urban middle class of Africa and India and the upper middle class as well to a large extent has a...
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...School of Business. 2 Harvard Business Review October 2014 This article is made available to you with compliments of FM Global Insurance. Further posting, copying, or distributing is copyright infringement. To order more copies go to www.hbr.org or call 800-988-0886. FOR ARTICLE REPRINTS CALL 800-988-0886 OR 617-783-7500, OR VISIT HBR.ORG PROFITS AT THE BOTTOM OF THE PYRAMID A TOOL FOR ASSESSING YOUR OPPORTUNITIES BY ERIK SIMANIS AND DUNCAN DUKE During the past decade, many multinationals have come up short trying to make a profit by solving the pressing needs of low-income communities. Preoccupied with their social missions, companies have optimistically taken on challenging projects, only to be surprised when weak consumer demand and obstacles such as bad roads October 2014 Harvard Business Review 3 This article is made available to you with compliments of FM Global Insurance. Further posting, copying, or distributing is copyright infringement. To order more copies go to www.hbr.org or call 800-988-0886. PROFITS AT THE BOTTOM OF THE PYRAMID keep revenues low and costs high. Over tretched s and disillusioned, many switch gears and reconstitute their ventures as break-even social investments that are destined to remain small. Profits are critically important for ventures targeting the bottom of the economic pyramid—the more than 4 billion people who individually earn less than $1,500 per year. Compared with a social responsibility project...
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