CU-BBA-SEM-III-Rural Marketing

hygiene related items. The abovementioned supposition pioneers may be chosen and given presentation to the convenience of an item through video appears or showings and given tests of the item. They in turn seem pass on the message to their companions, families, relatives or to those interested. Conclusion pioneer could also be conventional, uneducated housewives who might impact her neighbors, companions etc. Her house can be utilized as the location for the show, because it is troublesome to draw ladies absent from their homes to the community corridors or such other put In rural areas bulletins, hoardings and blurbs are utilized in publicizing, as in urban areas. The contrasts are, be that as it may, numerous. By and large, cars, smooth mobiles, excellence items, motion pictures, inns originator furniture and pieces of clothing are publicized through hoardings which is steady to other shapes of promoting to make review in urbanities. In provincial zones, the items would be tractors, cement, fertilizers, pesticides cleanliness items and social mindfulness message. 3-D impacts and light which are common in cities are not vital for the provincial hoardings. As the arrange of streets is sweet in cities there are a few vantage focuses like flyovers transport stops, fundamental streets, street turnings, close activity light, on best of buildings etc. The areas are exceptionally few in provincial ranges and bend seen by the individuals as it were amid day time. Showcase regions, close cinema lobbies, transport stops, railroad stations, near the areas are a few of the areas that can be utilized. To have a longer life span and to secure them Understanding Rural Media And Current Opportunities The demand for consumer products and agricultural products is consistently growing in the villages, necessitating the development of rural advertising. The principles of advertising are universally applicable, cutting across national and cultural boundaries. But the actual advertising varies from market to market. The issue of focus with respect to advertising content and practice is the target audience. Most manufacturers have aimed exclusively at the urban market without giving adequate importance to exclusive advertising for rural markets. As the rural consumer has acquired the means to spend on consumer and agricultural products, companies need to focus on exclusive advertising for rural markets. It is critical to educate rustic clients with respect to items and administrations that might update their living measures conjointly move forward efficiency of their ventures. Promoting may too offer assistance in changing their states of mind, propensities and ways of life with respect to education, family arranging, cleanliness, instruction etc. Villagers, like all clients don't purchase items. They wish to buy arrangement to issues. Just like the urbanites, they are too buying benefits, fulfillments and fulfillment of needs. Thus an effective notice will be one that appears issues determination. Advertising Strategies For Rural Markets Independent of the media utilized the taking after bearings have been seen to work well for rural markets. You'd have to be back up your limited time endeavors within the country 101 CU IDOL SELF LEARNING MATERIAL (SLM)

markets exceptionally emphatically with an understanding of the behavioral measurements of provincial buyers. Positioning and Segmentation Advertising within the rural areas is costly as the towns are far flung, for the most part blocked off and the target group of onlookers is for the most part ignorant. Thus advertising methodology, message and media vary with regard of situating of the item and the fragment focused on. In India in the event that the division of population is done based on pay, the exceptionally wealthy constitute about 6 million individuals, the expending course almost 150 million, the unused advertise fragment of climbers 275 million and the applicants another 275 million. The drift here is an increment in population of the devouring course, and climbers. At the same time there will be a diminish in hopefuls and dejected. The ORG population breakdown shows there are 3 distinctive classes within the country, advertise as takes after: Class I Population over 5,000 Class II Population between 1000 and 5000 and Class III Population below 1000 Basically the consumer products and durable item marketers today are focusing on course I towns for their items. The changes that the rustic market has experienced are to be kept in intellect whereas taking choices with respect to the communication strategy for rustic markets. For case, in division based on age, let us consider the country youth within the towns. They not wear conventional Indian clothing. Their dress code is made up of pants, shirts and T-shirts. Pants is another up and coming favorite. They prefer calm shades of colours. The youth don't play marbles, gilli danda or Kho-kho. Cricket is the rage of each age gather. An expansive number of them expend cold drinks and chew gum (huge babool and center new). Pepsi, Thumbs-up, coke and Mirinda have supplanted lassi and nimboo pani. Tooth glue is acquired by the youth from neighborhood stationery store. The conventional datun and tooth control are supplanted quick by pepsodent and Colgate glues. Brand choice for cruisers and bikes depend on durability, speed, style and fuel efficiency. The buy may be a major choice be that as it may, including the father. Youngsters get to recommend the brand and colour. The youth know approximately all the dream machines such as Suzuki, Yamaha, Legend Honda, Bajaj, Enfield, Rajdoot, etc. The bullet speaks to extreme, unpleasant machines for them. Adolescents in provincial regions know approximately driving TV brands such as BPL, Philips, Onida, Akai, etc. Consequently on the off chance that the marketers are to target this portion of rural youth, his situating of the item should fulfill this brand sharp young customer who is very much like his urban partner. The behavioral experiences of the rural population can be the backbone of numerous a rustic promoting procedure that's hampered by myths and need of sharp data. Thus the require for a 102 CU IDOL SELF LEARNING MATERIAL (SLM)

really clear appreciation of the situating of the item and the display profile of the potential consumers. Product Life Cycle The advertisers must be clear approximately the exact arrange of the item, in its life-cycle. Promoting can be spearheading, competitive or retentive, depending on organize of product- life cycle within the rustic setting. The spearheading promoting for LPG (Fluid Petroleum Gas) ought to clarify to the country tenants the accessibility of clean and helpful cooking fuel (LPG) who have until now remained to a great extent subordinate on conventional fuel for cooking. Open division oil companies have chalked out modern promoting plans for LPG to reach littler towns and towns with a populace of approximately 10,000. The spearheading organize of promoting pointed at building up primary demand is expensive, because it must construct a showcase, create essential request, overcome mental barriers, clarify utilization of item, increment scope etc. The key advantage in any case, is that the company is the primary to enter the showcase and has superior chances of building up market leadership and customer certainty. Open segment oil companies have too created an inventive rustic LPG showcasing vehicle to fill household barrels on the spot for clients, emphasizing convenience of utilization. Within the competitive arrange of promoting within the town, a number of brands are within the race for consumer's consideration and cash. Items like batteries, fridges, engine bicycles, tvs, tooth glue, skin cream, washing powders etc. are in a competitive arrange in rural showcase. Exide Businesses Ltd., the country's biggest battery producer, has propelled an advertisement barrage within the inaccessible add of Punjab and Haryana beneath the motto “Exide ki Kasam” as portion of its Easan venture. The point is to offer batteries to owners of tractors and overwhelming commercial - vehicles within the cultivate division. The marketing drive is anticipated to stonewall outside competition in this segment. The special endeavors incorporate supporting “kisan melas”, embracing dhabas and putting up hoardings, giving rebates and working bunches or hubs of 10-12 towns beneath one or two officials. Here the advertiser has got to emphasize particular and solid reasons for purchasing a brand in arrange to construct buyer establishment. Within the retentive or reminder stage advertising, a fabricate tries to preserve his showcase authority or share. lie has got to hold current clients base additionally increment his add up to advertise measure. Exceptionally few brands can trust to hold their administration position for long. The rustic group of onlookers propensity to review brands based on their colours, numbers, etc. has made a difference brands like Lifebuoy (Lal-sabun), 501 cleanser cleanser etc. to hold their administration for long, on the premise of clear colour based and number-based differentiation. Of course, the fact that these were the first ones to get into the market, and enjoy a long history of usage has also helped. 103 CU IDOL SELF LEARNING MATERIAL (SLM)

Social Value System The typical aural value systems are marked by conservatism, respect for elders, belief in social hierarchy, hard work, frugality etc. Hence for an advertisement to be successful the social value systems and lifestyles of villagers have to be clearly understood and analyzed. Any promotional inputs disruptive of the social mores are likely to be rejected. Carrying out promotions in rural areas is no mean task. As technology is not used extensively here, knowledge base is more critical. Traveling to distant rural locations and overcoming language barriers are other constraints. Researchers of 0 & M have found that strategies effective in urban areas are not accepted in rural areas. “Rural People associate a brand image with what they think of themselves. Therefore, using provocative pictures of women would amount to asking them, not to use the product at all.” - Jha. Benefits of the Product It is basic to highlight the useful comes about of employing a specific item. An notice which appears problem-resolution, will have way better receptivity. As per a Hill survey, India is set to witness these shopper mega patterns - self-denial to reasonable; liberality coming about from changing values and higher wage; desire for quality time which is able result in require for comfort expanded mindfulness around individual wellbeing and essentialness, counting in country India. Other than the three mega patterns, socio economic driver will have impact on \"enunciation point in provincial utilization\" within the following decade. The utilize of quality motor oil for trucks and tractors to decrease wear and tear of mechanical parts, utilize of durable two-wheelers to keep up and spare time in traveling: All the over refer to item benefits which got to be emphasized. For a tooth glue promotion, in urban areas glossy white teeth as a figure in inspiring companions or being near may be appeared to be alluring but for the provincial zones, a tooth glue ad should emphasize the inferred quality for the teeth instead of it's potential in enabling nearness, or inspiring lady friends. Advertising Through Conventional Media The item reason and advantage ought to be expressed as straightforwardly as conceivable, in country promotions. Advanced or typical promoting on account on misfortune in interpretation to the given setting may not appear significant to country tenants. Consequently communication should be coordinate and straight forward. The advertisement ought to clearly state what the item is, it's benefits, bearings for use, purpose served, etc. In the event that it may be a confront cream, visuals must appear a girl/woman applying it on her confront in upward tender motions. The later promotions of Reasonable ever cream appears a man being boxed within the eye by two women for giving the acquired cream to one woman and the free blessing, a match of earrings to the other. Here item points of interest are excluded. The advertisement may be funny, but as you'll be able envision in rustic markets, it may not offer 104 CU IDOL SELF LEARNING MATERIAL (SLM)

the item, as nothing approximately the item benefits, genuine or seen is said within the message substance. Limited Reach of Media The restricted reach of other conventional media like T.V., radio, press and cinema within the rural zones, obstructs the quick development of the rural markets. Considers conducted by the National Readership Study and ORG MARG uncover that as it were 9 per cent of the country grown-up population reads any daily paper or magazine, 31 per cent observe TV routinely, 36 per cent observe cinema and 32 per cent tune in to radio. As the education level in provincial ranges is exceptionally moo, the reach of the print media is moderately restricted. The greatest reach of cinema, TV and radio is almost 30-36 per cent of the rustic grown-up populace in this manner making the task of making mindfulness with respect to buyer items an challenging one. You must appreciate that all mass media alternatives that one takes for allowed within, the urban setting have confinements within the rustic setting. Let us talk about these choices, and get it the suggestion for an fitting rural media blend. Print Media The reach of the print medium is exceptionally moo in rural India due to the tall rate of lack of education. Kerala is the as it were exemption with over half the country population (64 per cent) uncovered to press. In rustic Kerala, press reach is higher than TV reach. Punjab, Maharashtra, Goa, TamilNadu and Pondicherry' are the other states with press reach over the all-India normal. As the reach of press in Kerala is tall, the beat distributions in provincial India are Malyalam distributions. Less than 10 per cent rural family units are exposed to press in states o; UP, MP, Bihar and Rajasthan. Press readership is around 18 per cent in Orissa, WB, Karnataka and AP. Auxiliary readership is the common scene with family press membership essentially non-existent. Daily paper endorsers are the banks, grocers or tea shops or visitors. Tea shops and other little retail outlets have the features printed in striking dark letters on ancient daily papers and hang them in their slows down. A add up to of 25 duplicates of the prevalent daily papers, more often than not within the territorial dialect, comes to the towns by 8 a.m. on weekdays and Sunday daily papers is conveyed with the Monday edition. The onset of storms successfully stems this tide of newsprint. A design of gather readership is seen in banks, tea slows down, and basic supply shops. More often than not one individual - the proficient, peruses whereas the rest tune in and talk about. Magazines are not studied. There are a few daily papers distributed from area towns, such as Hira Times, Meerut Samachar in Meerut, Hina Thanthi version of Madurai, Dhina Mani from Trichy. These versions reach the urban perusers within the area town and perusers in lackey country settlements but the insides entrance levels are irrelevant and circulation are not controllable in rural markets. 105 CU IDOL SELF LEARNING MATERIAL (SLM)

The urban press notice induce imminent buyers to compose for writing or call up for data or surge and purchase. Need of telecom offices, aiming lead time of postal administrations and farther peruser areas render this shape of publicizing excess within the rustic setting, unless the company contact point is inside reach. The notices that most regularly show up in territorial dialect dailies are that of lottery tickets with the comes about, locally made cleansers, neighborhood readymade article of clothing shops, cement, fertilizers, chappals etc., and declaration of neighborhood deal or special occasions. Radio In spite of the quick changing media scene in provincial India, All India Radio (Discuss) still requests to an expansive populace of around 32 per cent. It seem serve as an compelling, moo fetched update medium. In provincial Assam, North East Karnataka, Kerala and Bihar, more individuals tune in to radio than observe TV. Film melody programs are the foremost well known. Little transistors take after the agriculturist wherever he goes, hanging on the handlebar of his cycle. Whether he is cycling or working within the fields, the transistor continues to play. It could be a common locate to see workers working within the areas with music within the foundation. Already they themselves utilized to sing society songs whereas working. The farmer too drifts off to rest tuning in to music from the transistor. In the event that at all he possesses a B and W 14 inch TV, he sees it some time recently and amid supper. Over all states compared to watcher transport of TV, auxiliary listenership of radio is higher in smaller villages. Television Rapid expansion of television in the last decade has significantly increased the awareness levels regarding availability of convenience products to the rural dwellers. The population per TV set ratio in India is very high compared to other developing and developed countries. About 20 per cent of the rural population is not yet exposed to TV and radio, hence making these items households products is still a long way ahead. Only then advertising for other products can be successfully launched in the audio/visual media to reach rural areas. Timing of Rural Advertising Buys of consumer non-durables and strong top within the rustic markets amid the post- harvest, celebration, marriage and pre sowing periods. Within the post-harvest period, the agriculturists have gotten their profit and their intellect revels in unused buys. Celebration time comes about in increment of deals for dress and makeup. Fairs and melas offer more of snacks and toys. The marriage season sees deals of shopper durables like bikes, fans, cookers, utensils, and other endowments for grooms expanding. Too, deals of crossover seeds, fertilizers, development supplements increment amid post-sowing period. Hence it is way better to center promoting within the country regions amid these particular seasons. Publicizing some time recently celebrations, notices of urea and other fertilizers amid edit 106 CU IDOL SELF LEARNING MATERIAL (SLM)

planting season, promotion by divider paints amid Pongal in south India and Diwali in North India are examples accurately coordinated promotion campaigns. Announcer advertisement and repeat advertising - When a unused thing is impelled, declaration notice is grasped. The brand title, key ensure, utilization benefits etc., are taught to the clients. In urban zones broadcaster advancement is grasped for 2-3 months. But as the media presentation in rural zones are obliged, the period has been found to as long as six months, to deliver satisfactory awareness. The diverse employments of Vicco Cream as a remedial, pharmaceutical, after shave candidate etc. may be easily caught on by urbanities. But the promotion campaign has been made made with express visuals, and direct sound track for the great thing about villagers and is broadcast frequently for the essential few months, of the thing expedite in a given zone. A short time later the commercial is cut brief showing up may be one utilization at a time and they are in addition separated. Reiterate advancing fortifies the thing message especially when they are unused concepts. Thing audits have been showed up to be sensibly great. Promotion And Demonstration As within the urban marker, companies within the provincial setting run buyer advancements within the frame of a free gift or a price-off to extend the utilization of the item. The foremost common advancement are of the taking after sorts - purchase one, take one free'(Emami talcum powder), 20%-407 rebates, additional quantity at the same cost, (Babool toothpaste) taken a toll free endowments (Soap box with Rin cleanser) more often than not of plastic or steel. It isn't sufficient fair to advance a item; satisfactory stocks got to be kept up amid the advancement cycle. Shoppers may visit a retailer to purchase a specific item on seeing it's appealing notice or advancement, on the off chance that that thing isn't accessible, they conclusion up buying the another best elective accessible. Here a client is misplaced as they are being uncovered to a competition item at the cost of your advancement and there's a chance that they being fulfilled with the other item may gotten to be faithful to that brand. Concurring to Rajiv Mongo, MD of Provincial Communications and Promoting - (RC&M)- Advancement in rural areas ought to be carried out exceptionally carefully, as. the individuals are exceptionally brand steadfast. It has been watched that often only one brand is dominant in one town. This is often not due to need of supply of the other competing brands, but basically since that brand entered the advertise to begin with and got supported through great word of mouth. But in case that brand isn't accessible or turns out faulty for one client, the total village would get to know in the event that it and create doubt almost the brand inhibiting repeat buy. Showings of products like weight cookers, mixer processors, etc. may be a must as the lion's share of the villagers have moo education levels and taking after the composed informational within the booklets isn't possible. The most recent things picking up popularity within the rural markets which require demonstrations are washing machines, cellular phones, frost-free fridges and credit cards. 107 CU IDOL SELF LEARNING MATERIAL (SLM)

Exhibit have been shown to be more compelling in bunch circumstances. It has been watched that gathering bunches of potential client through an earlier declaration in a common put like a chaupal or a school or community development office and after that holding the exhibit may be an exceptionally viable approach. Publicity and Word of Mouth Communication The promotion campaign ought to lead to a few dialog among the villagers. This gives word of mouth reputation. Rustic tenants depend considerably on the proposals and sees of their friends’ neighbors’ relatives and retailers in deciding which item or brand to purchase. An perfect notice ought to create positive word of mouth exposure among the villagers. The bona fide and valid recommendations come from the genuine clients. An \"offer promotion\" pointed at the country shoppers, can produce a part of positive dialog around the item which increments the chances of a trial. The notice for TD'S 50 mopeds appears the vehicle, bouncing over unpleasant streets moving effortlessly through shallow. water bodies, carrying huge, overwhelming loads, by taught town youth and over all coming about in saving time. The visuals are, shot in towns with society music within the foundation. The advertisement has been found to produce great watcher interest in rustic portions. A rancher or town educator who sees the commercial must be persuaded to talk about it with his companions. If there's one fulfilled client, -more are beyond any doubt to take after. Other ways of creating great word of mouth are through reaching conclusion pioneers within the town and gating their uncovered to the item tests. HLL plans to conduct special campaigns to advance its ALM tooth glue in town schools, essential health centers and other rural bodies to spread its brands particularly to form the villagers move from the use of tooth powder to tooth paste. Some Innovative Methods In Rural Promotion On the creative front, it is essential that a campaign is grounded in neighborhood reality, so that issue of comprehensive recognizable proof and memorability can be successfully tended to. The rural compaign costs can be minimized by creating extraordinary instruments for arranging and execution. Point-of-contact ought to be effectively changed over into point-of deal by utilizing alluring danglers, little blurbs, alluring course of action of items by leasing glass show cases open to the street, designating excited deals people to present item etc. Companies can too utilize prevalent shape of amusement such as puppetry, nautanki, ragini, bhangra, quawali and other move appears to extend the brand experience. A story line can be created relating to the brand and the characters appeared utilizing the brands to their advantage. The dresses can be in colours of the brand's packaging. Corporations and advertising offices have started working in this region. The manikin appears in Punjab and Ragini in Haryana utilized for communicating qualities of Virat cement, Pala and Daskathia in Orissa for advancing secure electricity utilization and Colgate Palmolive toothpaste - Safeguard tunes of West Bengal to advertise bug spray are a few cases. Indeed the extensive network of postal and therapeutic laborers all through the nation 108 CU IDOL SELF LEARNING MATERIAL (SLM)

can be utilized as an elective vehicle for brand promotion within the rustic ranges. The post box, post office dividers and the post man's uniform will carry the symbol and the brand names of companies just like the sports ensembles of sportsmen. Haats, Melas and other celebrations, fairs etc. are no doubt appropriate stages for limited time exercises, but they do not happen each day. Hence one must arrange his communication with the \"Transport focuses\" of a town, for day- to-day contact with the potential customers. For instance, a well would be the point of joining for the ladies people in Maharashtra, whereas a lake is where the town debutantes of Bengal meet. To include men, tea-stalls act as an viable sound board. Here the well walls, trees close lakes, bill-boards close the slows down can be utilized to publicize an item. Based on the social conduct of distinctive states in India, the communication strategy has to change. Tv seeing may be a family issue in Punjab, whereas in Bihar it gets to be a community undertaking where neighbors get together to observe a top choice program. In like manner, a company can choose if it's- coordinate showcasing exertion is to be a door-to-door program or of a community kind (like fairs and celebrations gatherings). The task of educating the rural consumers and creating a want for a particular product is the first step in promotion of the product. Here the assistance of some important persons of the village such as the village Patel or Sarpanch, the village Hakim, the local Munshi and the village teacher (on whom the villages have confidence and towards whom they looked for guidance, advice and leadership) are very useful in creating awareness to the consumers. Even the village shopkeepers are guided in their buying decision by them. This is true especially for health and hygiene related products. The abovementioned opinion leaders could be selected and given exposure to the usefulness of a product through video shows or demonstrations and given samples of the product. They in turn could pass on the message to their friends, families, relatives or to those interested. Opinion leader could also be ordinary, uneducated housewives who could influence her neighbors, friends etc. Her house could be used as the site for the demonstration, as it is difficult to draw women away from their homes to the community halls or such other place. In rural areas billboards, hoardings and blurbs are utilized in promoting, as in urban zones. The contrasts are, be that as it may, numerous. By and large, cars, smooth mobiles, excellence items, motion pictures, lodgings originator furniture and pieces of clothing are promoted through hoardings which is strong to other shapes of publicizing to form review in urbanities. In country ranges, the items would be tractors, cement, fertilizers, pesticides cleanliness items and social mindfulness message. 3-D impacts and brightening which are common in cities are not vital for the provincial hoardings. As the organize of streets is sweet in cities there are a few vantage focuses like flyovers transport stops, fundamental streets, street turnings, close activity light, on best of buildings etc. The areas are exceptionally few in rustic ranges and bend seen by the individuals as it were amid day time. Advertise ranges, close cinema lobbies, transport stops, railroad stations, near the areas are a few of the areas 109 CU IDOL SELF LEARNING MATERIAL (SLM)

that might be utilized. To have a longer life span and to secure them from rain, outdoor boards are generally paintings on metal boar 5.7 SUMMARY  • The promoting of rural inputs, in spite of the fact that having a colossal potential, is getting to be progressively challenging and competitive over the long time. The objective of the program is to give a clear establishment of proficient showcasing aptitudes & information to the members, imperative for success in the marketing of rural inputs. The program builds a diagram and in-depth mindfulness of the input showcase environment. It at that point continues with particular information & applications of different promoting administration concepts to agricultural inputs counting buyer conduct, segmentation- targeting, item separation & situating, estimating, dissemination & channel administration, coordination administration, financing, and successful communication & advancement strategies. Integrator sessions at that point center on comprehensive marketing procedure detailing and procedure execution. The item space would look for to incorporate seeds, fertilizers, plant security agro-chemicals, herbicides, natural items, biotech products, farm machinery & equipment, water & input management devices, feeds & animal products.  A distribution channel is regularly imagined as an arrangement of mediators, who pass the item down the chain to another substance until it at last comes to the consumer or end- user.  The thing which is vital is to urge the Stock Keeping Unit right, as rural retailer can’t bear to keep numerous distinctive SKUs.  Peak season times in rural parts are collect, celebrations and marriage seasons.  There are more than 4 lakh co-operatives working for diverse purposes like credit, promoting and dairy cooperative in rustic areas.  The Open Distribution System is well organized in India.  These petrol pumps, in addition to petrol/diesel, oil and greases are too offering consumables, such as cleansers, cleansers, rolls, etc., especially on the highways.  Shandies are periodic markets which work in a week by week cycle • The cash cost of rural retail outlets is exceptionally moo and most of it is contributed in fast-moving brands and tall edge commodities.  Haats are the intermittent markets and the most seasoned marketing channel in India. 110 CU IDOL SELF LEARNING MATERIAL (SLM)

 PDS could be a system of dispersion for fundamental commodities to a huge number of individuals through an organize of FPS (Reasonable Cost shops, frequently referred to as ‘ration shops’).  The sub-stockiest covers all the outlets in his provincial advertise just like the customary stockiest, by expanding credit and services.  Stockists are named in major towns and feeder towns.  Syndicated distribution may be a practical and novel approach to pick up passage into rustic markets.  Few protections companies have taken the activity of designating unshod protections operators in arrange to enter provincial markets. 5.8 KEYWORDS  Fertilizer: It is any material of natural or engineered root (other than liming materials) that's connected to soil or to plant tissues to supply one or more plant supplements basic to the development of plants.  Mass media: It refers to a differing cluster of media advances that reach a huge group of onlookers by means of mass communication.  Livestock: It is commonly characterized as tamed creatures raised in a rural setting to create work and commodities such as meat, eggs, drain, hide, calfskin, and fleece.  Rural marketing: It could be a handle of creating, estimating, advancing, and dispersing provincial particular products and services driving to wanted exchange with rural customers to satisfy their needs and needs, conjointly to attain organizational targets.  Segmentation: It is the method of dividing an advertise of potential clients into bunches, or portions, based on distinctive characteristics.  Tenant: A individual who involves arrive or property leased from a proprietor.  Strategies: A plan of activity outlined to realize long-term or generally objectives.  Packaging: The wrapping fabric around a customer thing that serves to contain, recognize, depict, ensure, show, advance and something else make the item attractive and keep it clean. 5.9 LEARNING ACTIVITY 1. Pick an MNC of your choice that is operating in Indian rural market and find out the distribution network. Does the MNC have to pay extra in order to access those rural markets? What percentage of their revenue is being driven by rural sales? 111 CU IDOL SELF LEARNING MATERIAL (SLM)

___________________________________________________________________________ ___________________________________________________________________________ 5.10 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. What are the different basis of rural market segmentation? 2. What are the segmentation parameters laid down by Lin Quest? 3. What data should an organization collect in order to exercise proper targeting? 4. What does pricing refer to and include? 5. What are the modes of promotion useful in rural marketing? Long Questions a. State different factors affecting value perception for a rural consumer? b. Describe the rural distribution strategies? c. Discuss what is rural pricing strategy. How does it differ from urban pricing strategy? d. Analyse different promotion methods in rural marketing. e. Evaluate the main challenge involved in rural media and promotion? B. Multiple Choice Questions 1. Which of the following are possible pricing objectives a. To maximise profits b. To achieve a target market share c. To match the competition, rather than lead the market d. All of these 2. Goods are sold in small packets in..................markets. a. Urban b. Rural c. World d. None of these 112 CU IDOL SELF LEARNING MATERIAL (SLM)

3. Rural consumers are ……………. a. Price sensitive b. less price sensitive c. quality conscious d. None of these 4. Introducing a product at low price and increasing the price once the brand succeeds is known as...................Pricing. a. Penetration b. skimming c. going rate d. None of these 5. Rural consumers are less sensitive towards _______________. a. Price b. Product durability c. Advertisements d. Distribution channel Answers 1-a, 2-b, 3-a, 4-a, 5-d 5.11 REFERENCES Text Book  Rural Marketing Research: History, Scope, Objectives, Benefits, Steps and Methods (businessmanagementideas.com)  Rural Marketing Research: Steps and Methods | India (artofmarketing.org) Website:  www.hul.co.in  www.itcportal.com  www.tarahaat.com 113 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 6: RURAL MARKETING RESEARCH Structure 6.0 Learning Objectives 6.1 Introduction 6.2 Meaning, Importance 6.3 Differentiation between urban and rural marketing research 6.4 Process of marketing research Difference Between Rural and Urban Market Research 6.5 Summary 6.6 Keywords 6.7 Learning Activity 6.8 Unit End Questions 6.9 References 6.0 LEARNING OBJECTIVES After studying this unit, you will be able to:  Understand the underlying marketing concepts with reference to the Unit topic  Apply generic marketing concepts to rural market context  Get familiarized with variables peculiar to a rural market 6.1 INTRODUCTION What Is Market Research? Market research is the method of deciding the viability of a modern benefit or item through inquire about conducted directly with potential clients. Market research permits a company to find the target showcase and get conclusions and other input from consumers about their intrigued within the item or service. This sort of research can be conducted in-house, by the company itself, or by a third-party company that specializes in advertise inquire about. It can be done through overviews, item testing, and center bunches. Test subjects are as a rule compensated with item samples and/or paid a small stipend for their time. Market investigate could be a basic component within the research and advancement (R&D) of a unused item or service. 114 CU IDOL SELF LEARNING MATERIAL (SLM)

The reason of market inquire about is to see at the market related with a specific great or benefit to find out how the gathering of people will get it. This will incorporate data gathering for the reason of market division and item separation, which can be utilized to tailor advertising efforts or decide which highlights are seen as a need to the consumer. A trade must lock in in an assortment of assignments to complete the advertise research handle. It should gather information based on the market segment being inspected. The commerce ought to analyse and translate the coming about data to decide the nearness of any designs or pertinent information focuses that it can utilize within the decision-making process. Need and Importance of Marketing Research! The most vital errand of a marketer is to urge the proper item at the correct put with the proper cost to the right individual. Other than, it was moreover vital to go back and discover whether customer is getting ideal satisfaction, so that buyer remains faithful. These aspects made it basic for the marketers to conduct marketing inquire about. The following points explain the need for and importance of marketing research: 1. Identifying problem and opportunities in the market: It makes a difference in recognizing modern advertise openings for existing and unused items. It gives data on advertise share, nature of competition, client fulfillment levels, deals exhibitions and channel of dispersion. This makes a difference the firms is fathoming issues. 2. Formulating market strategies: Nowadays, markets are no more neighbourhood. They have ended up worldwide. Fabricates discover it difficult to contact clients and control conveyance channels. Competition is similarly extreme. The customer needs are troublesome to foresee. Showcase division may be a complicated errand in such wide markets. The promoting insights given through showcasing investigate not as it were makes a difference in surrounding but moreover in actualizing the advertise methodologies. 3. Determining consumer needs and wants: Marketing has ended up customer-centric. In any case, large-scale generation needs mediators for mass conveyance. Due to prevalence of multi channels of conveyance, there's an data hole. Showcasing research makes a difference in collecting data on consumers from organized conveyance investigate and makes a difference in making marketing customer oriented. 4. For effective communication mix: In an period of small scale- instead of mass-marketing, communication plays a crucial part. Marketing inquire about employments limited time inquire about to think about media blend, advertising viability and coordinates communication instruments. Inquire about on such viewpoints will help in advancing effectively a company’s item within the market. 115 CU IDOL SELF LEARNING MATERIAL (SLM)

5. Improving selling activities: Marketing research is utilized to examine and assess exhibitions of a company inside a advertise. It too thinks about viability of a deals constrain. It makes a difference in identifying deals domains. Such data makes a difference the companies in distinguishing regions of inadequacy in deals. It too looks at elective strategies for dispersion of merchandise. 6. For sales forecasting: The foremost challenging assignment for any production chief is to keep ideal levels of stock. Be that as it may, generation is undertaken in expectation of request. Subsequently, logical figure of deals is required. Showcasing investigate makes a difference in deals estimating by utilizing showcase share strategy, deals drive appraise method and jury strategy. This may moreover offer assistance in settling deals quotas and marketing plans. 7. To revitalize brands: Marketing inquire about is utilized to ponder and find out the existing brand position. It finds out the review esteem of brands. It investigates the conceivable outcomes of brand expansion or prospects of changing existing brand names. The most purpose of showcasing is to form brand loyalty. Marketing research makes a difference in creating methods to popularize and hold brand loyalty. 8. To facilitate smooth introduction of new products: Marketing research makes a difference in testing the modern items in one or two markets on a little scale. This makes a difference in finding out consumer reaction to unused item and create an appropriate marketing blend. It uncovers the issues of the customers with respect to modern items. Hence, it controls the risk included in presenting a new item. 9. Determine export potentials: Marketing ask approximately is utilized to consider and discover out the existing brand position. It finds out the audit regard of brands. It investigates the conceivable results of brand extension or prospects of changing existing brand names. The foremost purpose of exhibiting is to make brand devotion. Showcasing inquire about makes a contrast in making methods to popularize and hold brand dependability. 10. Managerial decision-making: Promoting research plays a crucial part within the decision-making forms by providing relevant, up-to-date and precise information to the decision-makers. Managers require up-to- date data to get to client needs and needs, advertise circumstance, mechanical alter and degree of competition. According to the third yearly edition of Accenture Investigate, “Masters of Country Markets: From Touchpoints to Trust points - Winning over India's Yearning Country Consumers,” 116 CU IDOL SELF LEARNING MATERIAL (SLM)

rural consumers are especially yearning or endeavoring to buy branded, tall quality items. Thus, businesses in India are idealistic almost development of the country's rustic buyer markets, which is expected to be speedier than urban shopper markets. The report highlights the way better organizing among rural buyers and their propensity to proactively look for data by means of huge number sources to be way better educated whereas making buy choices. Critically, the more extensive reach of media and media transmission administrations has given data to India’s provincial buyers and is affecting their buy choices. In line with common trend, rural buyers are advancing towards a broader idea of value given by items and administrations which includes angles of cost combined with utility, aesthetics and highlights, and not just low prices. The hinterlands in India comprise of approximately 650,000 towns. These towns are possessed by almost 850 million shoppers making up for around 70 per cent of populace and contributing around half of the country's Net Residential Item (GDP). Utilization designs in these provincial ranges are slowly changing to progressively take after the utilization designs of urban regions. A few of India's biggest shopper companies serve one-third of their buyers from provincial India. Owing to a great changing consumption slant as well as the potential estimate of the advertise, country India gives an expansive and attractive investment opportunity for private companies. Rural consumers are on a very basic level distinctive from their urban counterparts. The lower levels of proficiency and restricted introduction to item and services are well-known, but there are moreover differences in occupation alternatives, with a coordinate affect on wage levels and pay streams, and a tall level of inter-dependency influencing the elements of provincial community behavior. All contribute to create rural consumer behavior starkly particular from the urban. As any customer inquire about study must get it the customer within the setting of his environment and society, Rural Market Inquire about must overcome the challenge of respondents with lower education and presentation levels, where ordinary advertise investigate instruments may not be effortlessly comprehended by villagers. Shop, a pro organization in country, has improved devices to overcome these impediments in conducting rural consumer investigate. Rural India presents a huge opportunity for companies. The National Chamber of Applied Economic Research expects the number of middle-and high-income families in country India to develop to 111 million in 2007 from 80 million final year– twice the rate of growth within the cities. The normal rural Indian family will have five major customer appliances by 2006, the organization predicts, up from three in 1998. To effectively tap the opportunity within the huge rising rural advertise, companies ought to reconfigure their asset base, reconsider their cost structure, adjust their distribution systems, re-evaluate the price-performance relationships and redesign their item advancement prepare. 117 CU IDOL SELF LEARNING MATERIAL (SLM)

Succeeding within the rustic showcase could be a challenging task, so companies need to revamp their existing marketing strategies. India is the moment largest buyer market within the world. With over 1 billion potential clients, it comes as no surprise why shopper goods companies see India as prolific ground for development and development. The National Committee for Connected Financial Inquire about (NCAER) distributed a think about on customer conduct and acquiring power in India. The NCAER classified Indian shoppers by their affinity to expend. At the lower conclusion of the scale (the dejected and applicants) are consumers who are within the market for made basic consumables and fundamental durables. At the top end of the scale (the Exceptionally Wealthy) could be a generally little but quickly developing section for branded worldwide items extending from automobiles and hardware to beauty care products and pieces of clothing, frequently at worldwide costs. The center segment (lion's share of the customers and the climbers) is highly separated, and cost touchy, requiring a focused on approach to item plan and estimating. Over the a long time, the foot layer is anticipated to limit encourage whereas the beat level is anticipated to extend. Structural attractiveness is more for rural markets compared to urban due to following reasons: • Market growth rate is faster • Low product penetration • Increasing purchasing power • It is unsaturated The significance of the rustic advertise for a few FMCG and tough marketers is underlined by the truth that the provincial advertise accounts for near to 70 per cent of toilet-soap clients and 38 per cent of all two-wheelers acquired. One third of the premium luxury merchandise are presently sold within the country advertise. Two thirds of the middle-income households are now within the rural market. Concurring to one think about, on the off chance that the rural pay in India goes up by 1%, there would be a corresponding increment of almost Rs. 10,000 crores within the buying control. 6.2 MEANING, IMPORTANCE Rural marketing research implies the cautious and objective think about of item plan, markets and exchange exercises such as physical conveyance and warehousing, promoting and deals administration in rustic areas. Rural marketing inquire about makes a difference to know the socioeconomics, psychographic and behavioral characteristics of the target advertise in provincial areas. In brief we will say that rural promoting research is the efficient plan, collection, investigation and reporting of information and discoveries important to a particular promoting circumstance confronting by the company within the country market. 118 CU IDOL SELF LEARNING MATERIAL (SLM)

Rural marketing research is carried out in an orderly and logical way to form it more compelling and valuable for marketers. The require for any marketing inquire about areas on account of crevices within the existing data, based on which the issue is planned. The inquire about leads to knowledge and an arrangement for that issue. There are successive steps that apply to any inquire about – Mechanical, Commercial, Open utilities etc. Marketing could be an eager, changing and energetic trade action. The part of showcasing itself has changed dramatically due to different crises-material, expansion, financial subsidences, impacts due to quick innovative changes in certain businesses etc. Such changes, counting the Web have constrained today’s promoting official to ended up more market driven in their key decision-marking requiring a formalized implies of procuring exact and convenient data about clients, items and the advertise put and the by and large environment. This implies to conduct marketing research. Research is the direct post to laying the foundations of a successful marketing program. Investigate could be an orderly and objective examination of a subject or issue in arrange to find significant data or principles. The opening of rural market with its orderly peculiar characteristics has given rise to the require for provincial market research. As the rustic advertise is moderately unused compared to its urban counterparts, there's a great have to be get it country India, its convictions and hones. It has gotten to be nearly basic for companies who need to enter country markets to get it and conduct investigate some time recently taking suitable choices on their provincial promoting blend. There are numerous challenges in planning and conducting rustic showcasing inquire about. So, rural research subsequently must be seen from different point of view. Rural marketing research implies the careful and objective consider of item plan, markets and exchange exercises such as physical dispersion and warehousing, publicizing and deals administration in provincial ranges. Rural marketing inquire about makes a difference to know the socioeconomics, psychographic and behavioural characteristics of the target market in country areas. The require for any marketing investigate emerges on account of gaps within the existing data, based on which the issue is characterized. The inquire about leads to bits of knowledge and an arrangement for that problem. Seeking answers to questions and finding arrangements to issues has been the basis of human advance. Inquire about could be an orderly search for an reply to a address or an arrangement to an issue. Managers require data approximately their markets, clients, competitors and government policies for making successful choices. This data is gotten through research. Companies targeting rustic markets need to get it approximately showcase elements in rural areas counting rural lifestyles, buyer desires, accessibility of dispersion organize, competitive situation etc. This data can be gotten through marketing research. In brief able to say that rural marketing inquire about is the efficient plan, collection, examination and reporting of information and discoveries important to a particular 119 CU IDOL SELF LEARNING MATERIAL (SLM)

showcasing circumstance confronting by the company within the rural market. Research in rural markets presents special challenges in see of contrasts in way of life, culture and socio- economic environment. Proficiency levels are exceptionally mooing, provincial buyers cannot total difficult surveys and reply complex questions. Rural markets are broadly scattered and are not effortlessly open. Other than, the rural consumers are suspicious approximately eagerly of the analyst. Encourage, culture, language and lifestyle contrast from locale to locale over rustic India making it difficult to create generalizations and draw ready conclusions. Organizations like NCAER, ORG-MARG, PSI, National Established of Family Wellbeing and Welfare (NIFHW), Factual Establishing of India, GOI’s Census Consider Organization, etc. have for very a few time presently been included in country investigate. Organizations like NCAER are included straightforwardly in essential investigate relating to statistic consider for both urban and rural markets other than taking care of a portfolio of other items beneath research. ORG-MARG’s retail review is one of the foremost fulfilled and biggest inquire about forms including brand following for companies at retail level. The number of locales covered is topographically sweeping and thus, the retail audit of ORG-MARG is regarded within the exchange circles. Offices like PSI, TERI, and NIFHW are included in investigate of the totally distinctive sorts in rural India. Their research is centered more on Wellbeing, Sanitation, Family Arranging, Education and other related social issues. Shockingly, a large portion of our country India still cannot get to fundamental wellbeing offices and essential instruction. Pregnancy related deaths are still the most noteworthy in India and indeed basic conveniences are not given since of which such deaths are common. Moo education levels, nonattendance of a neighborhood Wellbeing Middle are reasons for such disasters as well, so inquire about in these regions is imperative. The government has been taking a few initiatives in this respect and a few government- financed teach are included in related ventures. For occasion on the Helps awareness drive alone near to Rs.1000 crores is backed by awards from outside and inner sources. A few NGO’s are too included in inquires about in country regions either for an eradication or mindfulness program. The Beat Polio Campaign and the Balbir Pasha Helps campaign are a number of instances where the government center and drive is more intended towards the semi-rural and rural zones. Marketing research may be a formalized way of getting data to be utilized in making promoting choices. The American Showcasing Association defines showcase inquire about as: “The efficient gathering, recording and analyzing of information about issues related to marketing of products and services.” Difference Between Rural Marketing & Urban Marketing Urban: 120 CU IDOL SELF LEARNING MATERIAL (SLM)

Aspect: 1. Respondents: Literate, brand aware, individuals respond individually. 2. Time: Willing to respond. Have time pressures. Spare little or virtually no time to field staff. 3. Accessibility: Easy to access, though many suffer from research fatigue. 4. Secondary Data Source: Internal data, syndicated research, published media. Many sources and large data. 5. Primary Data Source: Large no. of middlemen, experts, sales force, consumers and opinion leaders. 6. Sampling: Respondents form relatively homogeneous group. Income can be criteria. 7. Data Collection: Use of sophisticated instrument, style and administration. Respondents, comfortable with numbers, ratings and timelines. Rural: Aspect: 1. Respondents: Semiliterate or illiterate, brand knowledge low. Difficult to get individual responses. Generally group response. 2. Time: Willing to respond. Have time pressures. Spare little or virtually no time to field staff.- Hesitant initially, but once opens up, devotes time. 3. Accessibility: Tough to access; geographical distances and psychological apprehensions are barriers. Do not speak easily to outsiders. 4. Secondary Data Source: Very few sources and less data. 121 CU IDOL SELF LEARNING MATERIAL (SLM)

5. Primary Data Source: Less no. of all categories. 6. Sampling: Heterogeneous groups. Income and land holding to be carefully applied. 7. Data Collection: Requires simplified instruments. Respondents comfortable with colours, picture and stories. The wide contrasts within the rustic and urban inquire about and how the distinct contrasts are basic whereas creating a reasonable investigate plan for inquiring about in respective markets. Be that as it may, within the setting of rustic markets the research handle is critical for two prime reasons- i. The advertiser contains a constrained understanding of the rural customer; and ii. The marketer who is urban situated may discover it valuable to unlearn consumer response to choice factors within the urban advertise. This requires the utilize of investigate strategy that's touchy to social forms in rustic marketing. What is critical to get it is that rustic markets are not as advanced as urban markets and subsequently it might not be suitable to utilize the devices and strategies utilized within the urban markets. For occurrence, the VALE-Lifestyle Analysis show would be troublesome to actualize locally owing to the respondent’s need of mindfulness approximately a few issues which are more often than not secured within the VALS classification. A more stripped down subjective research will be a more attainable choice. In profundity interviews, observational think about or open-ended survey will be simple to implement. ORG-MARG contains a provincial buyer board alluded to as the R board comprising 20,000 family units whose acquiring and utilization propensities are checked each day. The ponder covers 16 state clusters over 1000 towns and 32 FMCG item categories. Initiative Media, the AP Lintas media buying arm created Lin-Quest- a program bundle that gives marketers with information on country India and this bundle makes a difference in utilizing the census information in an intuitively manner. MICA has also developed a report referred to as the MICA Rural Market Ratings, covering aspects of: A. Digital Maps: Covering all the districts in the country including those of Jammu and Kashmir is included in the maps. These cover: i. Boundaries of districts ii. Location of Tehsil headquarters iii. National highways iv. State highways 122 CU IDOL SELF LEARNING MATERIAL (SLM)

v. Metaled roads vi. Railway lines along with railway stations. B. Rural Socio-Economic Indicators: A total of 42 socioeconomic indicators are given for all the districts in the country except the 14 districts of Jammu and Kashmir. For each district the socioeconomic indicators are classified in the following categories: i. Demographics ii. Major occupations iii. Communication methods iv. Education profile v. Shops and other establishments vi. Commercial banks vii. Agriculture data viii. Medical facilities ix. Major crops of the district. C. Names and Population of All Villages in India: The data covers each of the 6,31,307 villages in the country. Advantages of Rural Marketing Research Promoting is one of the most important ranges of any commerce undertaking. Making of right sort of choices in this zone decides the victory of the enterprise. Correct and sound showcasing choice can be made as it were on the off chance that right sort of data is available to the administration. The specified data can be made accessible by conducting showcasing inquire about. The significance of marketing investigate has expanded since of extreme competition within the market, visit mechanical changes and the development of buyer’s market. A commerce endeavour can infer the taking after benefits by conducting the rural marketing research: Benefit # 1. Help in Implementation of Marketing Concept in Rural Areas: Rural marketing inquire about is the corner stone of the showcasing concept. No trade ventures can claim to be client centred without the execution of the promoting investigate work. Rural marketing research could be a profitable apparatus of administration to actualize the marketing concept in rural areas and to require different choices to fulfill the requests of rural customers. Benefit # 2. Help in Assessing Product Acceptance: 123 CU IDOL SELF LEARNING MATERIAL (SLM)

Rural marketing inquire about makes a difference in knowing the likelihood of acknowledgment of item in rural areas. Such sort of investigate may lead to changes in plan, colour and other highlights of the item to create it more worthy to the rural consumers. Benefit # 3. Help in Understanding New Markets: Rural marketing inquire about makes a difference in finding modern markets or regions in rural India conjointly offer assistance in understanding the conduct of different sorts of rural consumers. Benefit # 4. Help in Forecasting Demand: Rural marketing research makes a difference in estimating of request for the items of the firm. As in country markets or regions most of pay of people is regular. So, it is exceptionally troublesome to estimate request in rural areas. But, country promoting investigate makes a difference in determining request and altering the production plans accordingly in rural zones. Benefit # 5. Help in Rightful Promotion: Rural marketing research diminishes inefficient use on generation and promotion. It tells in progress around the item and services which are required by the client. Benefit # 6. Help in Determining Suitability of Channels and Assessment of Middleman: Rural marketing research can be utilized to think about the adequacy of existing channel of dissemination, promoting, deals advancement exercises and other marketing exercises in rustic zones. Promoting inquire about too makes a difference in knowing the response of the brokers in respect to the company’s marketing policies. This may lead to the disclosure of modern lines of generation which can be taken up in conjunction with the existing item lines. Benefit # 7. To Reduce Uncertainty by Providing Information that Facilitates Decision Making by Marketers: Typically done by characterizing the issue and looking at it in terms of qualities, shortcoming, openings and dangers. It makes a difference to know the company’s capabilities and inadequacy and the way out in terms of elective arrangements. Marketing research is futile unless it is carried by taking client prerequisites into consideration. The administrative esteem of marketing inquire about is that it gives reading accessible field help in accomplishing the authoritative destinations. Reactive approach These organizations don't conduct investigate, but take after what others do and see it as a way to keep up with competition. Proactive approach 124 CU IDOL SELF LEARNING MATERIAL (SLM)

These organizations anticipate improvements within the advertise and present unused thoughts and strategies to exploit opportunities or to play down issues, so as to urge ahead of competition. Limitations of Rural Research Limitations of rural research are as follows: Low literacy levels: Literacy level in rural India is low. Due to this, villagers often find it difficult to understand the questions or respond to western ratings and ranking tools. Poor media exposure, low product and brand awareness: Media penetration, electronic or non-electronic is very low in rural areas. Thus, awareness regarding products and brands is very low, making brand studies virtually impossible. Local language communication: There are 15 official languages, making communication very difficult for the researchers. Scattered and remote villages; inaccessible roads: Tiny villages are remotely located, scattered and have almost inaccessible roads. Sampling such villages is a really painful task for researchers. Social taboos; difficulty in interacting with women respondents: Women in some parts of the country like Rajasthan and some parts of UP remain behind purdah. If the respondents include women, then this makes the job difficult for the researchers. Interview timing: Normally, younger men go to the fields in the morning and come back only in the evening. Women are busy in the morning and evening with cooking and other household chores. Researchers need to plan the day according to accessibility of the respondents. Rule out revalidation of data: The possibility of validating data over the telephone in rural areas is eliminated as telephone penetration per household is extremely low and physical validation is not feasible, because villages are remote and scattered. Marketing Research-key Decisions 125 Key decisions of marketing research are as follows: A few of the major steps included in marketing research prepare are as takes after: 1. Distinguishing proof and Characterizing the Issue 2. Statement of Inquire about Destinations 3. Arranging the Investigate Plan or Planning the Inquire about Consider CU IDOL SELF LEARNING MATERIAL (SLM)

4. Planning the Test 5. Information Collection 6. Information Handling and Investigation 7. Defining Conclusion, Planning and Displaying the Report. Marketing investigate work out may take numerous shapes but precise enquiry may be a highlight common to all such shapes. Being an efficient enquiry, it requires a cautious planning of the deliberate examination process. Though it isn't fundamental that all investigate forms would perpetually take after a given arrangement, however marketing research regularly takes after a summed up design which can be broken down and examined as successive stages. The various stages or steps in the marketing research process are discussed below: 1. Identification and Defining the Problem: The market research handle starts with the distinguishing proof “of an issue confronted by the company. The clear-cut articulation of issue may not be conceivable at the exceptionally beginning of inquire about prepare since regularly as it were the side effects of the issues are clear at that arrange. At that point, after a few informative inquire about, clear definition of the issue is of vital significance in promoting investigate since such investigate may be an expensive prepare including time, vitality and money. Clear definition of the issue makes a difference the analyst in all consequent investigate endeavours counting setting of legitimate investigate destinations, the assurance of the strategies to be utilized, and the degree of data to be collected. 2. Statement of Research Objectives: After identifying and characterizing the issue with or without informative inquire about, the analyst must take a formal explanation of inquire about goals. Such destinations may be expressed in subjective or quantitative terms and communicated as inquire about questions, explanation or theory. For case, the investigate objective, “To discover out the degree to which deals advancement plans influenced the deals volume” may be a investigate objective communicated as a articulation. On the other hand, a hypothesis could be an explanation that can be refuted or supported by empirical finding. The same inquire about objective may be expressed as, “To test the recommendation that deals are emphatically influenced by the deals advancement plans embraced this winter.” Example of another hypothesis may be: “The modern bundling design has come about in increase in deals and profits.” Once the targets or the theories are created, the analyst is prepared to select the investigate design. 126 CU IDOL SELF LEARNING MATERIAL (SLM)

3. Planning the Research Design or Designing the Research Study: After defining the research problem and deciding the objectives, the research design must be developed. A research design is a master plan specifying the procedure for collecting and analysing the needed information. It represents a framework for the research plan of action. The objectives of the study are included in the research design to ensure that data collected are relevant to the objectives. At this stage, the researcher should also determine the type of sources of information needed, the data collection method (e.g., survey or interview), the sampling, methodology, and the timing and possible costs of research. 4. Planning the Sample: Sampling includes methods that utilize a little number of things or parts of the ‘population’ (add up to things) to form conclusion with respect to the ‘population’. Imperative questions in this respect are— who is to be examined as a properly agent parcel? Which is the target ‘population’? What ought to be the test size—how large or how little? How to choose the different units to form up the test? 5. Data Collection: The collection of information relates to the gathering of facts to be utilized in understanding the issue. Thus, strategies of advertise inquire about are basically strategies of information collection. Information can be auxiliary, i.e., collected from concerned reports, magazines and other periodicals, particularly composed articles, government distributions, company distributions, books, etc. Data can be essential, i.e., collected from the initial base through observational inquire about by implies of different tools. There can be broadly two types of sources (i) Internal sources—existing within the firm itself, such as accounting data, salesmen’s reports, etc. (ii) External sources—outside the firm. 6. Data Processing and Analysis: Once information have been collected, these ought to be changed over into arrangement that will recommend answers to the at first identified and characterized issue. Information handling starts with the altering of information and its coding. Altering includes assessing the data-collection shapes for omission, clarity, and consistency in classification. Sometime recently organization, reactions ought to be classified into important categories. The rules for categorizing, recording and exchanging the information to ‘data capacity media’ are called codes. This coding prepare encourages the manual or computer arrangement. In case computer investigation is being utilized, the information can be key punched and verified. 127 CU IDOL SELF LEARNING MATERIAL (SLM)

Analysis of data speaks to the application of rationale to the understanding of data collected almost the subject. In its least complex shape examination may include assurance of steady designs and summarising of appropriate details. The suitable explanatory procedures chosen would depend upon instructive prerequisites of the issue, characteristics of the investigate plans and the nature of the information gathered. The factual investigation may extend from basic prompt analysis to very complex multivariate analysis. 7. Formulating Conclusion, Preparing and Presenting the Report: The final stage in the marketing research process is that of interpreting the information and drawing conclusion for use in managerial decision. The research report should clearly and effectively communicate the research findings and need not include complicated statement about the technical aspect of the study and research methods. Often the management is not interested in details of research design and statistical analysis, but instead, in the concrete findings of the research. If need be, the researcher may bring out his appropriate recommendations or suggestions in the matter. Researchers must make the presentation technically accurate, understandable and useful. Research Design Research frame: The research should contain the following things: 1 Significance of the research. 2 Objectives of the research. 3 Problems of the research. 4 Research methodology. 5 Research question. 6 Determining the budget. Research Approach The steps involved in research approach are explained in the following paragraphs. Choosing the research design-exploratory, descriptive and causal Choosing the research design are as follows:  A company is interested in marketing its products within the rural market for the primary time. The marketing director is inquisitive about knowing whether rural markets are alluring. He favours a small-scale overview, a sort of pilot ponder to evaluate the engaging quality of the rural market. 128 CU IDOL SELF LEARNING MATERIAL (SLM)

 If the comes about are positive, he will arrange for a descriptive research, a large- scale study to evaluate the advertise potential and identify the key options.  In the final arrange, he may attempt exploratory inquire about to test showcase his item in a number of select towns to predict the victory of the item. On the off chance that the result is positive, he will actualize his marketing arrange for the complete rural market.  When a director is unaware of the wonder, he may start exploratory inquire about to pick up an essential understanding of it.  Next, he may go for clear research to have a careful and expository see of it.  He may choose experimentation some time recently making huge ventures on it.  In rural markets, the investigate is more exploratory in nature as many companies are seeking out for data to create passage decisions.  FMCG companies that have already spread their wings in rural zones, such as HUL, Godrej, Colgate, LG, Philips and others are interested in evaluating buyer inclinations, customer conduct and brand dependability. Subsequently, they require clear and analytical studies. • Agri-input companies offering seeds, pesticides, fertilizers and cultivate hardware will be interested in going from the research facility to the field and conducting real- life test considers to know how well their item works and how will it be gotten by the farmers. Qualitative Versus Quantitative Research Quantitative research is numerically oriented. It needs respondents to donate particular answers that are measurable. For e.g., BSNL might inquire its clients to rate its by and large benefit as great, great, poor or very destitute. As the respondents are less taught, such scaling strategies cannot be utilized in rural areas. There are no settled set of questions but instep, a subject direct is utilized to investigate different issues in-depth, in subjective inquire about. The discourse between the questioner and the respondent is for the most part decided by the respondent’s claim contemplations and sentiments. For e.g., HUL work force may halt a buyer who has acquired LUX and inquire him or her why he or she has chosen the soap. Qualitative Research can be done as follows:  Observation  Interviews  Group discussion 129 CU IDOL SELF LEARNING MATERIAL (SLM)

 Focus groups  Participatory research methods Secondary Data Sources Secondary data sources are as follows:  Industry, commerce and trade associations: FICCI, CII, ASSOCHAM  Marketing research agencies and associations: Rural relations, MART, Anugrah Madison, Sampark, Rural marketing Association of India  Companies: Colgate, HUL, ITC, Rallis India  NGOs: RASS (AP), Rural Innovations Network (Chennai), CARE (New Delhi)  Government Agencies: NCAER, RBI, Ministry for Rural Development, Mandal Revenue Offices, Panchayats, etc.  Educational institutions: Institutes like NIRD (AP) and NIRMA (Gujarat)  Media organs: The Economic Times, Hindu Business Line, The Financial Express, yojana, Kurukshetra, RMAI journals and other periodicals  Worldwide organisations: World Bank, IMF, IFAD, FAO and ILO Major Sources Providing Rural Data Major sources providing rural data are as follows:  Census of India: Largest compilation of rural demographic data  NCAER (National Council for Applied Economic Research): Largest sample surveyor in the country compiles data on demographics, durables and non-durables.  NSSO (National Sample Survey Organization): Consumption and expenditure related data on major products and services.  DRDA (District Rural Development Authority): Compilation of district-level data on government-aided projects.  ICDS (Integrated Child Development Scheme): Compilation of village-level information mainly on health by anganwadi workers. Determining Sampling Method and Size Determining sampling method and size involves the following:  In urban zones, testing is a straightforward process due to stamped similarity. Typically a result of tall mobility and presentation encouraged by infrastructure 130 CU IDOL SELF LEARNING MATERIAL (SLM)

offices, normality of pay receipts, reserve funds designs molded by assess issues and time plans and incomes.  Differential and constrained development of framework, geo-physical contrasts, variety in education levels and differences in nearness to towns have contributed to the heterogeneity within the rural market placeQuestionnaire Design Questionnaire design is listed below as follows:  Questions should be simple and direct. Examples are as follows: Why do you think you don’t need to use a mobile phone? (not direct). Would you consider using a mobile phone? (direct)  Questions should be explanatory.  Questions should not be ambiguous. Examples are as follows: Do you like the mobile phone? (not clear). Are you satisfied with the performance of the mobile phone? (clear)  Questions should have a logical flow, moving from general to specific and from macro to micro.  Questions should be in the local language. The accuracy of translations should be checked by persons from the same region to ensure that there is no shift in meaning or nuance. Development Studies Development studies are discussed in the paragraphs given below. PRA Approach-Participatory Rural Appraisal Rural consumers are exceptionally diverse from the urban shoppers. The lower levels of literacy and constrained introduction to item and administrations are well-known, but there are too contrasts in occupation alternatives, with a coordinate affect on wage levels and pay streams, and a tall level of inter-dependency influencing the flow of rustic community conduct. All contribute to form rural consumer conduct starkly particular from the urban. As any consumer inquire about study must get it the buyer within the setting of his environment and society. Country showcase investigate must overcome the challenge of respondents with lower proficiency and introduction levels, where conventional market inquire about instruments may not be effectively comprehended by villagers. Bazaar, a master association in rustic, has innovated tools to overcome these limitations in conducting rural consumer research. 131 CU IDOL SELF LEARNING MATERIAL (SLM)

 PRA may be a set of approaches and strategies to permit rural people to share improve and dissect their knowledge of life and conditions, to arrange and, to act. As a result, it stimulates the interest and intrigued of people and they deliberately and energetically get included within the prepare and they appreciate sharing and analysing approximately themselves.  Social mapping is utilized to capture house areas and caste conveyance all through the village.  Resource mapping is utilized to capture availability of assets all through the village.  Seasonality graph is used to urge data on the premise of seasons.  Venn diagrams are utilized to distinguish different issues with their relative importance.  Participatory Rural Appraisal (PRA) may be a very effective device for social inquire about. This device has been adjusted to capture country customer bits of knowledge and social behaviour.  PRA could be a set of approaches and strategies that enable the rural community to share upgrade and examine their knowledge of their possess environment and life. The method embraced is pictorial and drawn by the community themselves, subsequently cross check and approval of information is done naturally. Here, the part of mediator is exceptionally low who basically acts as facilitator. The PRA approach empowers the community in such a way, that they deliberately take an interest within the inquire about process. Sampling in Rural Areas Sampling in rural areas has the following features: • A variable, such as salary cannot be utilized to stratify rural tests. The reason is that salaries are questionable and unaccounted. • In the urban setting, the salary category is the essential basis for gathering consumers • Often, country market inquire about utilizes arrive holding as an marker of riches and income. • The arrive holding has got to be adjusted with the efficiency and acknowledge from the edit mix. Village Sampling Village could be selected on the basis of the following:  Population 132 CU IDOL SELF LEARNING MATERIAL (SLM)

 Proximity to highway or remote location  Occupation profile  Religion: Hindu-dominated or Muslim-dominated  Tribal population: Tribal or non-tribal. Operational Aspects of Data Collection Operational aspects of data collection are as follows: • The time-tested modern tools fall flat to evoke the desired reaction in rural market. • Likewise, point by point questions have to be inquired to simplify the request and to stick down the reaction. • Rural buyers are comfortable with colours, pictures and stories. • Rural analysts make utilize of participatory inquire about methods. Marketers Gain from Rural Research Nowadays, as rural markets are considered as tall potential markets, marketers are trying to take full advantage of the current boom, for which they have to be know more about the markets they are entering. A large number of inquire about organizations have started to create their coming with more up to date tools and procedures into the country markets. However, the basic point for the marketers will be the implementation techniques within the rural markets. They cannot utilize the same ways and implies they have been utilizing within the urban markets. For instance, whereas observing tv, the pictures retained by the country and urban group of onlookers will be very diverse. Take the case of the Pepsodent GI Joe offer and its impact on the urban child and the rural child. The imagery as seen is likely to be very diverse. Clearly, media arranging has got to guarantee that the proper group of onlookers will see your commercials. Tattoos, another gigantic item pusher might have strong drag within the urban markets but with small relevance within the rural markets. In light of this backdrop and the changing face of competition, marketers will got to work out a new game arrange for country advertise research. Games can be utilized as viable marketing inquire about apparatuses, which include collective cooperation of the tribe. Commonplace 5-point, 7-point or 10-point scales utilized within the urban market are not successful within the rustic setting since they include complex understanding on the portion of the rural consumer. The rural consumer isn't spatially well prepared. Pictorial scales may be utilized in their put. Scales can too be disentangled to three-pointers, which include less complex handling of data required. TAT (Topical Apperception Test) can be utilized exceptionally successfully for such researches. A photograph/painting is exceedingly visual and supplies more data than that can be handled by the rural consumer. Instep, cartoons or caricatures, which need data, 133 CU IDOL SELF LEARNING MATERIAL (SLM)

are successful and give for participatory part of all the five senses. Another drift is the expanding utilize of member observation strategies. Regularly utilized in social human studies, these methods demonstrate an vital lesson for marketing inquire about tool. The analyst takes an interest within the rituals and exercises in conjunction with the tribe so as to get it the shared implications, not as detached and objective observer but as an active member. Such socio participatory parts played by the analyst within the town may lead to important insights, which may be overlooked otherwise by objective implies of measurements. Studying rural consumers in their characteristic situations may be a way better inquire about strategy which will be utilized rather than utilizing CLTs (central area tests), which are non-indicative of their characteristic environment. Care must be taken so as to regard the hierarchical, inflexible, social lesson structure of the rustic town owing to their time and convention established culture. This truth has been pushed on time and once more by market inquire about agencies. Till the 1980s, market investigate was confined to the data delivery work alone. As competition developed, anticipating consumer conduct came to the bleeding edge of client request. So inquire about organizations begun including esteem by characterizing what kind of data ought to be collected instead, of only staying to the client’s brief. For case, a delicate drink player nowadays would moreover see at competition from a category like bottled water. So also, a moisturizer would too compete not as it were with other moisturizers but moreover with skin moisturizers and custom made items like malai and so on. Marketers too concur that desires are advancing. For illustration, the new zone that HLL has included to its inquire about prerequisites is the concept of customer windows. HLL has two customer windows-one is the conventional see of buyers through advertise inquire about and the moment is coordinate customer contact. For the last mentioned, web site was set up, where HLL directors over the nation can log in and ask for an interface with any sort of customer over India. The ask is at that point handled by the investigate organization, which organizes gatherings between the supervisors and the shoppers. HLL claims that after this window was set-up, each day, generally nine supervisors contact shoppers in 20 areas and interface with five buyer groups. For occasion, when deals of Lifebuoy, one of HLL’s assigned ‘power’ brands, were decreasing, the shopper window sessions, particularly in country zones, made a difference the company alter the item composition from carbolic to non-carbolic and reposition the cleanser from a male market to a family product. Marketing Research methods and instruments always need to be adjusted to the target bunch. Rural marketing investigate is experiencing a major move as the scope of the inquire about is growing with the rising estimate and potential of the provincial advertise. The for the most part quantitative approach taken after so distant is giving way to behavioural and subjective ponders. In see of the absence of education and lower introduction of rural customers, in any case, apparatuses are required to be specifically adjusted or outlined. 134 CU IDOL SELF LEARNING MATERIAL (SLM)

Rural marketing research types Rural marketing research means the careful and objective study of product design, markets and transfer activities such as physical distribution and warehousing, advertising and sales management in rural areas. Rural marketing research include following areas: 1. Product Research: Item inquire about is related with the transformation of rural client needs into unmistakable item offer. This incorporates improvement and testing of unused items, making strides the existing items and a tab on the changing client preferences, habits, tastes etc. Item investigate too incorporates item bundling, branding and labeling decisions. Under item investigate taking after exercises are included: i. Deciding client acknowledgment of proposed unused products. ii. Assessing unused items concepts. iii. Deciding current and unused employments of existing products. iv. Market testing of proposed modern items or services. v. Disentangling item lines. vi. Making bundling and plan studies. vii. Brand inclination etc. 2. Customer Research: This research includes investigation of provincial client buying conduct. Provincial promoting inquire about also think about the financial, social, social, individual and mental impacts on country customer buying behaviour. Following are the exercises that are included in client research: i. To know the statistic, mental and behavioral viewpoint of provincial consumers. ii. To ponder the preferences and taste of the customers. iii. Assessing request for the product. iv. Deciding sources of client disappointment with products. 3. Sales Research: Sales research includes choice with respect to choice of store area, channels, domains, deals constrain inspiration, recompense etc. The reason is to reach the target client more successfully, proficiently and timely. Following regions are secured beneath deals research: i. Setting up deals territories. ii. Assessing show and proposed deals methods. 135 CU IDOL SELF LEARNING MATERIAL (SLM)

iii. Analyzing salesman’s effectiveness. iv. Setting deals standards and creating salesman’s standards. v. Building up salesman’s stipend plans. 4. Promotional Research: Promotional research includes all endeavors by the marketers to communicate the company’s offer to the rural customers. This includes publicizing, open relations, reputation, deals promotion. Following zones or activities are included in limited time research: i. Assessing advertising effectiveness. ii. Investigation competitive advertising and offering practices. iii. Selecting advertising media. iv. Motivational considers like movement consider etc.. Steps involved in the Process Step # 1. Defining a Research Problem and Objectives: The beginning point for rural marketing inquire about is the acknowledgment of a management issue and characterizing commerce and inquire about destinations. The first assignment within the problem discovery arrange is to convert the administration issue into a marketing inquire about issue by looking at the setting of the issue, the perception of the administration and the investigation of the issue by putting a ‘Why to the initial problem’. Problem can also be studied in terms of business objectives and research objectives. i. Business Objectives: Business objectives state the reason for which the advertiser is conducting the research. Normally it is expressed in terms of a unmistakable advantage. For Case – “To plan a modern item catering to rural consumers.” To plan a unused conveyance channel for a particular item for rural markets of India. ii. Research Objectives: Research objectives state the expected inquire about yield, which offer assistance in taking choices to attain commerce targets. Framing the inquire about destinations calls for a clear understanding of the kind of data required to encourage the choice making prepare. For case – To outline the buying conduct of country buyers for sub-35hp tractors”, “To distinguish and profile the fragments existing among country consumer mass. Step # 2. Determining the Research Budget: Most marketing inquire about extend includes a certain sum of fetched brought about for collecting data and examination information. Budget choices depend on the inquire about 136 CU IDOL SELF LEARNING MATERIAL (SLM)

approach to be utilized for a specific study. Taking a budget choices includes two major steps: i. Indicating the inexact esteem of the data to be collected. ii. Deciding the greatest sum that can be went through on the study. Once the budget is finalized, the investigate is planned accordingly. Step # 3. Designing the Marketing Research Design: The third organize of promoting research includes creating a successful plan for gathering the desired data which incorporates a choice on the research approach. The issue disclosure and the ensuing marketing issue definition is an inadequate handle in the event that it is done without looking at the wide measurements of the promoting inquire about design. Using these three criteria, inquire about can be classified as: i. Reason – Exploratory, expressive and casual. ii. Nature of information – Quantitative and qualitative. iii. Sources of information – Essential and secondary. For instance, if a company is inquisitive about showcasing its items within the country advertise for the primary time and the showcasing director is fascinated by knowing whether country markets are alluring, they favor a little scale study – a sort of pilot consider to evaluate the engaging quality of the country market. In the event that the comes about are positive, they will go for clear research – a huge scale overview to assess the advertise potential and recognize key choices. Within the last organize, they may attempt test inquire about to test – market the item in many select towns to foresee its success. In case the result is positive, they will actualize this promoting arrange for the whole rural market. Exploring Research: When a manager is unaware of a phenomenon, they may initiate an exploratory research to gain a basic understanding of it. Descriptive Research: Marketers may take up descriptive research to obtain through and analytical view of it. They may opt for examination before making huge investments on it. Quantitative Research: Quantitative research is number driven and involves the use of structured interview questionnaires or other tools for data collection. The data thus gathered in the form of numbers. It is analyzed through various statistical techniques such as frequency and cross tabulation. Qualitative Research: 137 CU IDOL SELF LEARNING MATERIAL (SLM)

The research does not includes any settled organize or set of questions to be replied by the respondent, rather than, the emphasis is on a free streaming meet or discourse to help an in- depth exploration of different issues or issues. The questions inquired are open-ended and unstructured. For illustration, “What problems do you confront within the paddy trimming, describe”, “To whom do you counsel when taking choices on which sort of seeds to buy and why?” Step # 4. Selection of Research Methods: Next step in conducting marketing research is to decide the research methods; the marketer is to decide from where to collect data, either from primary sources or from secondary sources. i. Primary Source of Data (Primary Research): Primary source of information allude to the primary hand unique information collected by the examiners through perception, experimentation and field overview. It isn't a distributed source of information, but must be collected by the analyst. This data can be collected at a gigantic taken a toll, but it is valuable because it is collected for a particular targets. The data may be collected straightforwardly from the clients, merchants and salesman. ii. Secondary Source of Data (Secondary Research): Primary information are within the shape of crude materials to which factual strategies are connected for the reason of analysis and translation. But secondary data are ordinarily within the shape of wrapped up items because it has as of now been treated factually. The significance of secondary information lies within the reality that it is accessible at an awfully low cost. It can be collected inside a brief period of time. The secondary information incorporate actualities and figures which are as of now collected by other people and educate. The sources of auxiliary information incorporate distributions of Government, private educate like Exchange Affiliation and Chambers of commerce, Universal teach like IMF, World Bank and information collected by other investigate organizations etc. Step # 5. Selection of Sample Design: It may be a uncommon phenomenon that add up to populace is taken for the purposes of analysts. The utilize of test (a sub set of populace) is commonly event. In determination of test plan, two imperative choices are taken. One is to select the examining strategy and moment is to choose the test measure. Step # 6. Designing the Research Instrument: The inquire about instrument can be of two types – talk direct within the case of qualitative research and survey within the case of quantitative investigate. A discussion guide is an unstructured estimation from that licenses a run of conceivable reactions. It incorporates an open-ended address with a parcel of prints for testing a particular area. On the other hand, a survey may be a more organized investigate instrument. It includes close-ended questions and looks for conclusive reactions in a specific organize. For illustration, how fulfilled are you 138 CU IDOL SELF LEARNING MATERIAL (SLM)

with the utilization of the unused tractor? It would be ideal if you rate your fulfillment on the taking after scale – totally fulfilled, to some degree fulfilled, not one or the other fulfilled nor disappointed etc. . Step # 7. Organizing the Field and Collecting the Data: Once the research instrument is chosen, information must be collected from the respondent part of the test. In subjective inquire about, the analyst employments talks guides to conduct center bunches in-depth interviews. Interviews in qualitative research in rural areas are continuously held inside the normal setting of the towns, instead of at an area that's central for the analyst and the respondent. Interactions with respondents are generally sound recorded for the reason of analysis. Focus groups are conducted at caste-neutral and common town focuses. As distant as conceivable, in profundity interviews are conducted at the respondent’s house or at an isolated put as villagers tend to crowd around stranger. In rural quantitative research, information is collected employing a organized survey. Quality control measures are vital in quantitative inquire about since it is regularly conducted by the field agents from field research organizations, who may not have clear understanding around the item category or the brand. In such a case, it is vital to ensure that examiners included within the field work have earlier experience of conducting the research in provincial regions. Step # 8. Data Analysis: Within the case of qualitative research, the information collected within the shape of notes, sound recordings is interpreted and collected in a set format. Assist, content analysis is done utilizing channels and specific colour codes to discover similitudes and varieties within the data. In quantitative research, information input frames are arranged in exceed expectations or SPSS program where the information captured within the surveys is exchanged for analysis. Broadly, three sorts of quantitative analysis can be done on the number of factors involved: (1) Uni-Variate Investigation – This examination is done utilizing one variable at a time. For case, recurrence calculation for ostensible variable in terms of percentage. (2) Bi-Variate Examination – This examination is done utilizing two factors at a time. For case, cross-tabulation as well as bivariate relapse can be done between two factors to discover the association. (3) Multi-Variate Examination – When three or more factors are considered at a time, we got to receive a multi variate procedure. For case, calculate investigation and cluster examination can be done with different factors for measuring the inter-dependence level. Step # 9. Interpretation of Findings: The selection of an appropriate measurable apparatus makes a difference in carrying out interpretation of discoveries. Elucidation gives particular meaning to the information and makes a difference change over into data. The data so produced is utilized to relate the 139 CU IDOL SELF LEARNING MATERIAL (SLM)

discoveries with the work/studies that as of now exist. The translation ought to take put within the light of research targets, restrictions of the tests etc. Step # 10. Reporting the Findings: As the final step within the marketing investigate handle, the analyst presents the discoveries significant to the promoting choice to the country marketer. The report of the discoveries is ready around the inquire about objective of the study: i. The official outline gives the preview and key highlights of the investigate findings. ii. The objective gives commerce and inquire about objectives. iii. The inquire about technique portrays the strategy utilized to conduct the investigate study. iv. The findings give the point by point discoveries of the research. v. The conclusion and recommendations entirety up the discoveries and give the way forward. vi. Appendices provide vital, extra and point by point data utilized within the analysis. Objectives of Rural Marketing Research Rural marketing research is conducted to achieve the following objectives: 1. To Know the Demographics and Psychographics of Rustic Clients – Country promoting investigate tries to uncover the number of truths who purchase why they purchase, when they purchase, the recurrence to their buying and the sources of their buying. Provincial promoting investigate makes a difference to discover out the social status and the territorial area of the country customers. 2. To discover out the affect of Special Efforts – Rural marketing investigate makes a difference in finding out the viability of promoting, estimating arrangements and other special devices on the country clients. It encourages appraising and improving the methods of deals promotion. 3. To Figure Deals -Rural marketing investigate makes a difference in deals determining and advertise arranging in rural India. The analysts make deal estimate on the premise of the reaction from the rural customers and the distribution media. 4. To Know Rural Customer Response to a Unused Item – Rural marketing investigate is regularly utilized to know the conclusion of the rustic clients around the fulfillment given by a modern item. This makes a difference in knowing the required changes in quality, measure, design, pricing, distribution strategy etc. This is often too known as item testing. 5. To Anticipate Competition Moves – Rural marketing research helps the marketers to continuously monitor the competitor and judge around the correct activities that may well be acquired. 140 CU IDOL SELF LEARNING MATERIAL (SLM)

6. To Test ‘What Went Wrong’ – This happens when the item is having a few uncommon issues. Marketing investigate offer assistance in knowing what issues the item of company is confronting by conducting study and hence, company can take prompt activity against that issue. For case, Johnson & Johnson probed into the harming of their capsules and found that the clients felt exceptionally awful almost the company. The company launched advertising campaign whereby it advertised to supplant all the capsules, it owed its obligation for any harm caused to the clients which harming happened exterior their components. The company recaptured its picture and the market share. This was conceivable since marketing research found the correct media and message which might alter client attitude in support of Johnson & Johnson. 6.3 DIFFERENCE BETWEEN RURAL AND URBAN MARKET RESEARCH Market inquire about in rural markets is impressively distinctive from the urban advertise inquire about. Issues like education level, civic comforts and foundation back are a few key variables that influence rustic market research. Some wide differences in country and urban showcase investigate are illustrated as follows: Differences In Urban-Rural Market Research: Urban Aspect: 1. Respondents: Literate, brand aware, individuals respond individually. 2. Time: Willing to respond. Have time pressures. Spare little or virtually no time to field staff. 3. Accessibility: Easy to access, though many suffer from research fatigue. 4. Secondary Data Source: Internal data, syndicated research, published media. Many sources and large data. 5. Primary Data Source: Large no. of middlemen, experts, sales force, consumers and opinion leaders. 6. Sampling: Respondents form relatively homogeneous group. Income can be criteria. 7. Data Collection: Use of sophisticated instrument, style and administration. Respondents, comfortable with numbers, ratings and timelines. 141 CU IDOL SELF LEARNING MATERIAL (SLM)

Rural Aspect: 1. Respondents: Semiliterate or illiterate, brand knowledge low. Difficult to get individual responses. Generally, group response. 2. Time: Willing to respond. Have time pressures. Spare little or virtually no time to field staff.- Hesitant initially, but once opens up, devotes time. 3. Accessibility: Tough to access; geographical distances and psychological apprehensions are barriers. Do not speak easily to outsiders. 4. Secondary Data Source: Very few sources and less data. 5. Primary Data Source: Less no. of all categories. 6. Sampling: Heterogeneous groups. Income and land holding to be carefully applied. 7. Data Collection: Requires simplified rebellious. Respondents comfortable with colours, picture and stories. The wide contrasts within the rural and urban research and how the distinct contrasts are basic whereas creating an appropriate investigate plan for investigating in respective markets. In any case, within the setting of rural markets the inquire about handle is critical for two prime reasons- i. The marketer encompasses a constrained understanding of the rural consumer; and ii. The marketer who is urban situated may discover it valuable to unlearn consumer response to decision factors within the urban advertise. This requires the utilize of investigate technique that's touchy to social forms in rural marketing. What is vital to get it is that rural markets are not as advanced as urban markets and subsequently it might not be fitting to utilize the devices and techniques utilized within the urban markets. For occasion, the VALE-Lifestyle Examination demonstrate would be troublesome to execute locally owing to the respondent’s need of mindfulness about several issues which are usually covered in the VALS classification. A more stripped down subjective research will be a more attainable alternative. In depth interviews, observational ponder or open-ended survey will be simple to implement. ORG- MARG contains a rural consumer board referred to as the R board comprising 20,000 families whose obtaining and utilization propensities are observed each day. The think about covers 16 state clusters over 1000 towns and 32 FMCG item categories. Initiative Media, the 142 CU IDOL SELF LEARNING MATERIAL (SLM)

AP Lintas media buying arm created Lin-Quest- a program bundle that gives marketers with information on rural India and this bundle makes a difference in utilizing the census information in an interactive manner. 6.4 SUMMARY  In brief we will say that rural marketing research is the orderly plan, collection, investigation and reporting of information and discoveries significant to a particular marketing circumstance facing by the company within the rural market. Rural marketing inquire about is carried out in a precise and logical way to create it more successful and valuable for marketers. The require for any promoting inquire about regions on account of holes within the existing data, based on which the issue is planned. The research leads to knowledge and an arrangement for that issue. There are sequential steps that apply to any inquire about – Mechanical, Commercial, Open utilities etc. Some of the driving provincial marketing inquire about consulting organizations are:  Anugrah – Madison Promoting, Chennai – with over 15 a long time of involvement in southern India and a net charging of Rs. 60 million, it could be a sister concern of Sam Balsara’s Madison Communications.  Promoting & Inquire about Group (Bazaar), Modern Delhi – Bazaar is driven by the well-known country analyst Pradeep Kashyap. MART actualized extend shakti for HLL, within the Nalgonda locale of Andhra Pradesh in 2001.  O&M Provincial Communication Organize, Unused Delhi.  Rural Communication & Marketing (RC&M), New Delhi.  Rural relations, Pune.  Sampark Marketing & Advertising Solutions, Hyderabad.  ORG-MARG.  NCAER. 6.5 KEYWORDS  Primary data: It alludes to source of information gotten to begin with hand unique information collected by the examiners through perception, experimentation and field survey.  Secondary data incorporate realities and figures which are as of now collected by other people and teach. The sources of auxiliary information incorporate distributions of Government, private educate like Exchange Affiliation and Chambers of commerce, Worldwide teach like IMF, World Bank and information collected by other inquire about organizations etc. 143 CU IDOL SELF LEARNING MATERIAL (SLM)

6.7 LEARNING ACTIVITY 1. Conduct a rural marketing research to identify the marketing mix variation applied by the organization in rural versus the urban market. ___________________________________________________________________________ ___________________________________________________________________________ 2. What are the recent rural marketing campaigns that you are aware of? What level of creative thinking do you observe in each of their approaches? ___________________________________________________________________________ ___________________________________________________________________________ 6.8 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. What do you mean by reactive approach to research? 2. What are the key decisions of marketing research? 3. Name any 2 sources that provide credible rural data. 4. What are the types of rural marketing research? 5. What do you mean by business objectives in research? Long Questions 1. Evaluate the different areas of rural marketing research? 2. State the Difference between quantitative and qualitative rural marketing research. 3. Describe broad differences in rural and urban market research? 4. Discuss the is sampling conducted in rural markets? 5. Analyse the challenges in conducting rural market research? B. Multiple Choice Questions 1. Which form of data can usually be obtained more quickly and at a lower cost than the others? a. Primary b. Survey research c. Experimental research d. Secondary 144 CU IDOL SELF LEARNING MATERIAL (SLM)

2. What are the two types of research data? a. Qualitative and Quantitative. b. Important and Unimportant. c. Predictive and Descriptive. d. Qualitative and predictive. 3. In rural marketing research, the ________ phase is generally the most expensive and most subject to error. a. Interpreting and reporting the findings b. Exploratory research c. Data collection d. Planning 4. The data collected first-hand by the company is an example of which data? a. Primary b. Secondary c. Both a and b d. None of these 5. A marketing researcher could use this method to obtain information that people are unwilling or unable to provide. a. Observational b. Survey c. Written Questionnaire d. Digital questionnaire Answers 1-d, 2-a, 3-c, 4-a, 5-a 6.9 REFERENCE Text Book  Rural Marketing Research: History, Scope, Objectives, Benefits, Steps and Methods (businessmanagementideas.com)  Rural Marketing Research: Steps and Methods | India (artofmarketing.org) 145 CU IDOL SELF LEARNING MATERIAL (SLM)

Website:  www.hul.co.in  www.itcportal.com  www.tarahaat.com 146 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 7: IT IN RURAL MARKETING Structure 7.0 Learning Objectives 7.1 Introduction 7.2 Marketing of Rural and Cottage Industry Products 7.3 Future of Rural Marketing in India 7.4 Summary 7.5 Keywords 7.6 Learning Activity 7.7 Unit End Questions 7.8 References 7.0 LEARNING OBJECTIVES After studying this unit, you will be able to:  Explain the underlying marketing concepts with reference to the Unit topic  Apply generic marketing concepts to rural market context  Get familiarized with variables peculiar to a rural market 7.1 INTRODUCTION What ought to be the part played by IT, it’s an extremely a huge address, particularly within the case of Rural Promoting. Channels play an essential part in country showcasing by performing a no. of vital distribution capacities. Dissemination chooses the way in which item and administrations are made available to the target clients. It includes the bridging of put utility crevices between producer and clients. The plan of physical dissemination, referred to coordinations and supply chain administration and exchange channels of dissemination are the major components in distribution. Till presently provincial distribution was based on physical conveyance and channels of dispersion. But the most issue emerges in channel of conveyance like different levels, higher fetched and regulatory issues, nonavailability of merchants, destitute reasonability of retail outlets, lacking bank office and credit office. But the genuine issue arises due to missing of data innovation awareness which is progressing to be exceptionally productive on the off chance that it is actualized in rural distribution channel. IT helps all components of esteem chain framework for rural marketing like- 147 CU IDOL SELF LEARNING MATERIAL (SLM)

• Wider scope zones subsequently driving to way better economies of scale. • Quicker trade of data between country shoppers to provider.More accurate and comprehensive information gathering. • Access through different media. • Lower transaction taken a toll. • Minimizing the dialect boundary. So, we are able say that producing shopper awareness almost merchandise and administrations pay overwhelming profits. In provincial showcasing, accessibility determines volume and advertise share. Inquire about still appears that approx. 68 per cent provincial advertise is undiscovered due to detachment which may be tapped utilizing IT or IT based techniques. There has been an blast within the IT (Data Innovation) all through the globe. Starting with transistors within the 1940 & 1950, electronic innovation has entered the stage of chips and micro-chips, which have introduced in a micro-electronics revolution. Quickly developing computerization of generation in India and all over the world has brought almost the enormous expansion of the market counting the rural market. Commodities have started streaming from one locale to another, and from one town to another, breaking all barriers. 7.2 MARKETING OF RURAL AND COTTAGE INDUSTRY PRODUCTS Information and Communication Technologies (ICTs) have changed lives over India. Agreeing to the census of 2011, 68.84% of the population of India is rural though 31.16% is urban. These figures clearly demonstrate that India still breathes in towns. But indeed after more than sixty seven a long time of freedom, lack of education, destitution and backwardness in all terms still plagues rural India. Data and Communication advances have gotten to be basic to the advance of rural India. They have ended up an fundamentally portion within the information-flow for catalyzing the improvement efforts in provincial India. ICTs offer a few techniques to attain maintainable rural development. ICTs have been instrumental in engaging the country India with advances which help us to reach our objectives of economic development. Realizing the significance of ICTs in rustic improvement in India, a few government ventures have been actualized to realize all inclusive get to ICTs. These ventures basically center on bridging the computerized partition between the urban and rustic ranges of India. The urgency to bridge this partition basically comes from the truth that in India, the country regions generally slack behind the urban ranges, when it comes to instruction, wellbeing and foundation. This leads to disparity of administrations and openings for the rustic populace which stops them from contributing to the advancement of the nation. This kind of country separation can contrarily affect development and in turn influence the maintainable advancement of the nation. ICTs can offer assistance to overcome the different imperatives in 148 CU IDOL SELF LEARNING MATERIAL (SLM)

framework. Through the utilize of ICTs, individuals in provincial regions can interface effectively with the nearby, They can make use of the banking offices additionally get to the different work openings which would otherwise be past their reach. ICTs can offer assistance to form mindfulness among the rustic open with respect to unused advances in horticulture which would offer assistance them to contribute to the GDP of the nation. The different ICTs can offer assistance to spread education among the rural masses and offer assistance them to put through effortlessly with their urban peers. Hence bridging the digital divide not as it were makes a difference in bridging the infrastructural crevice but moreover to bring the rustic populace to the cutting edge. The development-landscape has been changed by the blast of ICT, particularly the portable phone innovation. This innovation has progressed the life of the rustic populace by coordination the once separated individuals into the economies and legislative issues. The boom in ICTs has been found to be connected to the financial improvement of a nation. A few of the more traditional forms of ICT such as radio and tvs have had a more conspicuous affect than the unused shapes of ICT. Due to their ease of utilize, simple availability and recognition to the uneducated populace, these shapes of ICT will stay vital to provincial Indian improvement. The versatile phone is more critical than the other shapes of ICT when it comes to country improvement in India. Typically since of two reasons: firstly, they are less demanding to get to for the rural poor than the other shapes of ICTs which tend to be costly and require foundation. On the off chance that we take a few later measurements into thought, in 2012, in India, there were 929.37 million portable phone clients as restricted to 31.53 million landlines. Furthermore, the utilize of versatile phones increases the interaction between the clients. From being a one-way channel for data, the ICTs have advanced to making the continent‘s biggest exchange channel empowering clients to purchase, communicate, interface, organize and broadcast According to a study, based on information from 113 nations over 20 a long time, 1% increment within the ICT come about within the increment of 0.03% within the GDP. For mobile networks, the relationship was more conspicuous with 1% development in mobile systems driving to an increment of 5% within the per-capita GDP. 1. Encourage get to data and administrations 2. Giving progress data framework around climate and market cost circumstance. 3. Offer assistance in advancing and up-scaling small scale, edit & other protections programs. 4. Giving superior administrations and encouraging fast claim adjusting. 5. Checking & following of premium reimbursement. 6. For field-based exchanges, guaranteeing superior interface between the safeguards and the safety net provider. 149 CU IDOL SELF LEARNING MATERIAL (SLM)

7. Utilize complaints & criticism to bring enhancements and changes. 8. Controlling distribution and exchange costs. 9. Cost effective, doorstep conveyance component. 10. Creating rustic databases 11. Developing specialized and reasonable rustic protections items. Effective distribution techniques are required for country marketing. And it is as it were conceivable by the utilize of ICT (i.e., Data and Communication Innovation). Indian Government has realized the part of the rural advancement and the commitment of I.T. within the improvement of Provincial Markets. A large number of projects are presented within the country region with numerous up and coming projects in pipeline; which are likely to be presented by the Government within the brief span of time. According to a think about by NCAER (National Committee for Connected Financial Investigate), the number of center and tall pay family units in rustic India is anticipated to develop from 80 Million to 111 Million by the conclusion of year 2007 as compared to Urban India that's adjacent 59 Million. The different rural distribution strategies may be – a) Usage of proper supply chain system of delivery vans b) Joint distribution by non –competing companies c) Distribution up to feeder towns d) Mandis e) Haats f) Melas g) Post and telegraph department infrastructure h) Partnership with NGO’s i) Alternate distribution channel j) Utilization of Women’s self-groups k) Hub & spoke method of distribution l) Use of Internet, Intranet and Extranet m) Rural Malls. These are the important aspects of information technology that is presently being used in different forms for rural distribution. Technology and Rural Keeping money We ought to recognize that the part of banks, which is central to formal credit in rural areas, is quick changing. Numerous non-banks are giving roads for savers and reserves for investment purposes. Banks themselves are undertaking non-traditional exercises. Banks are moreover getting to be what are called all inclusive 150 CU IDOL SELF LEARNING MATERIAL (SLM)