A Textbook on Rural Consumer Behaviour in India - A Study of FMCGs PDF Download

Author: Dr. A Sarangapani
Publisher: Laxmi Publications, Ltd.
ISBN: 9788131807309
Category :
Languages : en
Pages : 132

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Author: Awadhesh Kumar Singh
Publisher: New Age International
ISBN: 8122416837
Category : Agriculture
Languages : en
Pages : 11

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Book Description
Rural Marketing as a separate discipline in management teaching has emerged recently. The growing importance of the subject has been well realized by the marketers, policymakers and management interns. However, there is dearth of quality literature on the subject, comprehensive coverage of all the dimensions, aspects and managerial issues pertaining to rural marketing. In most of the management institutions, a half-baked knowledge of rural marketing is being imparted to the management interns while there is more emphasis on marketing perspective on harnessing the immense potential offered by rural areas through suitable marketing planning, product mix, pricing, distribution, promotional mix, branding and communication strategies. Present book is a serious attempt to bridge the need gap in the subject.

Author: Rama Bijapurkar
Publisher: John Wiley & Sons
ISBN: 047082199X
Category : Business & Economics
Languages : en
Pages : 249

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Book Description
This book focuses primarily on business strategy and decision-making as it relates to India's consumer markets. It explores various market strategies and examines the failures of those companies that tried - but failed - to enter the Indian market in the 1990s. The book also looks at the possibility that the centre of gravity of the global consumer market might be shifting from the West to China and India. Featuring one-of-a-kind insights into the unique makeup of the Indian market, this book offers an enlightening look at the consumer future.

Author: Jonathan Hill
Publisher: Partridge Publishing Singapore
ISBN: 1482882078
Category : Business & Economics
Languages : en
Pages : 170

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Book Description
The communication techniques used by people and organisations have changed beyond recognition in barely two decades. For many, it is difficult to imagine a world without the internet, social media and smartphones. As a result, marketers have been presented with a profusion of technology to target customers. This research study looks at the markedly different communications landscape in developing nations, where multinationals cannot assume the availability of modern-day marketing communications tools, basic infrastructure, or that consumers are literate. Marketing in the Dark examines the methods used to reach consumers in the world’s “media dark regions” with an emphasis on Unilever’s Project Shakti in India.

Author: U C Mathur
Publisher: Excel Books India
ISBN: 9788174466402
Category : Consumer behavior
Languages : en
Pages : 516

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Book Description
India is a country where majority of the population lives in villages. Appreciating the size and business potential of rural sector, major companies, including Hindustan Unilever and P&G have made special strategies for targeting rural markets. The thrust on rural markets is getting stronger day by day and it needs complete knowledge base of rural marketing. The book is meant to create interest in business management students to get into the rural marketing mindset for bringing the desired organisational focus on the subject. Considering the importance of rural markets, most business schools have included Rural Marketing Management as a key knowledge area in their syllabus. The present book has endeavoured to cover the entire gamut of Rural Marketing with inputs from discussions with rural marketing practitioners, besides valuable studies conducted by the major companies and the author's own experience in the area. There are few books on rural marketing which mostly deal with the subject as extending the urban marketing process into the rural zones. The book contains a number of live-wire national and international case studies, meant to enthuse the students in probing the business opportunities and threats in the rural markets. The method of handling the case studies is also provided for the convenience of students. The book is written in simple, easy to understand and lu

Author: Rama Bijapurkar
Publisher: Penguin Books India
ISBN: 0143065971
Category : Consumers
Languages : en
Pages : 294

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Book Description
Taking cues from economics, demography, history, culture, philosophy and good old common sense, Rama Bijapurkar makes sense of the complex and inscrutable Indian market-the many Consumer Indias, their diverse and schizophrenic consumer behaviour and the way to make your company's fortune in this billion-plus market. Irreverent and insightful, this book answers the questions to twelve key facets of Consumer India. Bijapurkar explains why the Indian consumer market is 'like that only', why it will not change in a hurry, and what it takes to develop a winning 'made for India' business strategy. 'Rama has developed a very strong case for learning about India on its own terms before investing. This book is a critical read for anyone considering building a large presence for themselves in India.'-From the Foreword by C. K. Prahalad, author of The Fortune at the Bottom of the Pyramid

Author: Krishnamacharyulu C. S. G.
Publisher: Pearson Education India
ISBN: 9788131732632
Category : Marketing
Languages : en
Pages : 612

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Author: Dr. Vijay Uprikar
Publisher: The Management Consortium
ISBN:
Category : Antiques & Collectibles
Languages : en
Pages : 216

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Book Description
Preface In the vast and diverse landscape of India, where traditions and modernity coexist harmoniously, lies an often overlooked yet crucial aspect of marketing—rural marketing. The heartbeat of rural India resonates with the rhythms of tradition, culture, and close-knit communities, creating a unique ecosystem that requires a distinct approach to marketing. This book delves deep into the realm of rural marketing in the Indian context, unraveling its intricacies, challenges, and immense potential. It is a comprehensive exploration of how marketing strategies must adapt and evolve to cater to the diverse needs, aspirations, and dynamics of rural consumers and markets. Rural India constitutes a substantial portion of the country's population, and its significance in the overall economic landscape cannot be underestimated. However, the intricacies of rural markets often pose challenges that differ vastly from urban counterparts. Factors such as limited infrastructure, cultural diversity, varying consumer behavior, and the interplay of traditional and modern influences require a nuanced understanding that conventional marketing theories do not always address. Through a combination of empirical research, case studies, and expert insights, this book endeavors to bridge the gap in understanding rural marketing dynamics. It equips marketers, entrepreneurs, academics, and policymakers with the knowledge necessary to navigate the complex world of rural markets successfully. From understanding the rural consumer psyche to tailoring product offerings, distribution channels, and communication strategies, each chapter offers valuable insights that can shape effective marketing campaigns and strategies. As we embark on this journey through the pages of this book, we invite readers to explore the challenges and opportunities that rural marketing presents. We will navigate the dusty bylanes, vibrant markets, and quaint villages to uncover the hidden gems of knowledge that hold the key to tapping into the immense potential that rural India holds. Along the way, we will discover that rural marketing is not just a business endeavor; it is a testament to the rich tapestry of traditions and aspirations that define the Indian rural landscape. We extend our gratitude to the experts, practitioners, and researchers who have contributed their valuable insights to this endeavor. Their collective wisdom serves as a guiding light for anyone seeking to understand and excel in the realm of rural marketing. As the journey begins, let us embrace the challenges, learn from the experiences, and emerge with a deeper appreciation for the power of effective rural marketing in shaping the future of India's economic and social fabric. Welcome to the world of rural marketing in the Indian context. Dr. Vijay Uprikar Author

Author: Ramkishen Y.
Publisher: Jaico Publishing House
ISBN: 8179920852
Category : Business & Economics
Languages : en
Pages : 276

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Book Description
This book explains the theory and practice of rural marketing. The theory deals with profiles of rural consumers, techniques of rural marketing research, product pricing and distribution in rural areas, sales force management and promotion. It also deals with the economics of agriculture, especially agricultural finance. Carefully selected case studies illustrate how this theory works in practice.

Author: Rinalini P Kakati
Publisher:
ISBN:
Category :
Languages : en
Pages : 0

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Book Description
Indian rural households collectively account for 57% of the current consumption and hold great opportunities both for the Indian and global marketers. The growing prosperity of the Indian rural consumers, with rising incomes, changing lifestyles and shifting demographic profile, challenges the marketers in terms of product pioneering, rapid penetration and easy accessibility of different products. This study makes an effort to identify the market segments available based on rural Values, Attitudes and Lifestyles (VALs); develop a consumer buying behavior scale both for the Fast Moving Consumer Goods (FMCG) and durable products; and identify and access the product categories and penetration level of a few identified products in the rural areas. The study is a combination of exploratory and descriptive research with a total sample size of 400 taken from two important districts of North-East India. The study reveals six clusters with distinctively different VALs characteristics. Pricing, availability and promotions are found to significantly affect the purchase decisions of FMCGs; further with body and hair care products having the highest penetration among rural consumers. Whereas product levels and availability contribute positively in case of purchase of CDs with bicycles and mobile phones having highest penetration among durables in rural markets.