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8/3/2019 Trends in Rural Market
http://slidepdf.com/reader/full/trends-in-rural-market 1/14
RECENT TRENDS
IN RURAL
MARKET
8/3/2019 Trends in Rural Market
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EMERGING TRENDS IN MARKETS
´ ONLINE RURAL MARKET (INTERNET, NICNET):
Rural people can use the two-way communicationthrough on ² line service for crop information,
purchases of Agric-inputs, consumer durable andsale of rural produce online at reasonable price.Farm information online marketing easilyaccessible in rural areas because of spread of telecommunication facilities all over India.
Agricultural information can get through theInternet if each village has small informationoffice.
8/3/2019 Trends in Rural Market
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´ INFORMATION THROUGH LOCAL AGRICULTURE INPUT
DEALERS:-For development of rural farmers the
government may consider effective channel and keepinformation at dealers, for farmer education hang notice
board and also train the dealer recent changes anddevelopments in agriculture.
´ NATIONAL CHAIN STORES:-large number of stores set up
in different rural areas throughout the country by the
same organization for marketing its products. Thusnational chain stores can serve large number of customers in rural area.
8/3/2019 Trends in Rural Market
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´ APANAMANDI / KISAN MANDI / RYTHUBAZAAR:-The direct link between producers and consumerswould work in two ways: one, by enabling farmers
to take advantage of the high price and secondly,by putting downward pressure on the retail prices.
´ RURAL AGRI- EXPORT:-Rural produce, raw fruitsand vegetable, processing goods, have the
potential market in Asian, Europe and westerncountries. Particularly soudhy countries havecommendable potential for Indian rural produce.
8/3/2019 Trends in Rural Market
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´ Integrated Marketing:- Under this concept, both
the supply of inputs and servicing of inputs are
undertaken at the same point or by the same
company.
8/3/2019 Trends in Rural Market
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FUNDAMENTALS OF CONSUMER
BEHAVIOUR:-
4 types of behaviour based on 2 parameters:-
Degree of buyer involvement(high & low).
Degree of differences among brands(significant & non significant) .
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FACTORS WHICH INFLUENCE RURAL
CONSUMERS DURING PURCHASE OF A
PRODUCT : Socio-cultural factors
Group
Family Role and status
Sociability
Economic factors
Political factors
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CONSUMER BEHAVIOUR:-
´ Consumer behaviour is a dynamic interaction of affection and cognition,behaviour and theenvironment by which human beings conductexchanges during their lives.
´ The behaviour that consumers display in searching for,purchasing,using,evaluating and disposing of products and services that they expect will satisfytheir needs. It is thus a study of how individuals
make decisions to spend their available resourceslike time,money,effort-on consumption relateditems.
8/3/2019 Trends in Rural Market
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FACTORS WHICH INFLUENCE THE FINAL
CHOICE:-´ Attitude of others
´ Advice of the retailer
´ Experience at the retail outlet´ Demonstration of products
´ Mood swing
´ Perceived risk
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LIFESTYLE OF RURAL CONSUMER:-
´ Rural consumer is very religious.
´ Rural consumers prefer to work hard
themselves .´ Strong family ties & respect for family values.
´ Likes to play cards & hang out at choupal .
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PROFILE OF RURAL CONSUMER :-
´ Traditional outlook
´ Perception and its influence
´ Less exposure to marketing stimuli
´ Conscious of value for money
´ Realistic aspirations
´ Concept of quality
´ Attitude towards prestige products
´ Suspects hype and fear of being cheated
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RURAL SHOPPING HABITS: CONSUMER
INSIGHTS :
´ Preference for small or medium package
´ Role of retailer
´ Role of opinion leaders for durables