Targeting Rural Yoghurt Market: A Way Forward

2012 ◽  
Vol 1 (2) ◽  
pp. 203-209
Author(s):  
P.A.P. Samantha Kumara ◽  
S.A. Buddhika
Keyword(s):  
Sri Lanka ◽  
Consumer Behaviour ◽  
Medium Scale ◽  
Competitive Edge ◽  
Marketing Function ◽  
Rural Market ◽  
Urban Market ◽  
New Entrants

This case describes the marketing practices at Mali, one of the new entrants to the crowded yoghurt market in Sri Lanka. Mali focuses on the rural yoghurt market—a significant market untapped by big players in the yoghurt market. Being a medium-scale enterprise, Nimal, the owner of the Mali, manages the marketing function of the company. So far he has succeeded in the rural market where he focuses on his marketing applications. However, he faces some issues, such as, to what extent he can survive with the existing marketing practices? How can the company address the changes taking place in the consumer behaviour of the rural market? What opportunities are available in the urban market where Mali is about to enter? What lessons can be learned from the applications of marketing practices in a typical rural market? And how the strategic bases of Mali can be affected in long term to get competitive edge in yoghurt market?

Comparison of Rural and Urban Consumer Behaviour in Punjab and Chandigarh: An Empirical Study

2002 ◽  
Vol 27 (3) ◽  
pp. 149-176 ◽  
Author(s):  
B.S. Bhatia ◽  
Anupam Bawa
Keyword(s):  
Empirical Study ◽  
Marketing Strategy ◽  
Brand Loyalty ◽  
Consumer Behaviour ◽  
Geographic Region ◽  
Distinctive Features ◽  
Rural Market ◽  
Urban Market ◽  
Rural And Urban

The region of Punjab and Chandigarh does not show the type of differences in consumer behaviour that are normally expected in a rural urban market comparison in India. In fact, the rural market shows more similarities than differences with the urban market. Many of these similarities are in those aspects about which earlier writers had found great differences, e.g. frequency of purchase, type of distribution outlet patronised, brand loyalty, exposure to advertisements, to name but a few. No stark differences in consumer behaviour were found on comparing the rural market with the urban market. The distinctive features of this region, including its prosperity and well connectedness may be responsible for these findings. The findings of this study have a bearing on the marketing strategy that should be designed for geographic region.

scholarly journals How Can SMEs Become More Sustainable? Modelling the M-Commerce Consumer Behaviour with Contingent Free Shipping and Customer Journey’s Touchpoints Optimisation

2021 ◽  
Vol 13 (12) ◽  
pp. 6845
Author(s):  
Eliza Nichifor ◽  
Radu Constantin Lixăndroiu ◽  
Silvia Sumedrea ◽  
Ioana Bianca Chițu ◽  
Gabriel Brătucu
Keyword(s):  
Consumer Behaviour ◽  
Business Models ◽  
Rank Correlation ◽  
Transformation Process ◽  
Analytic Hierarchy ◽  
Negative Experience ◽  
Free Shipping ◽  
Hierarchy Process ◽  
Function Construction

Digital technology is leading the transformation of business models into sustainable ones, expanding and changing the competitiveness scenario. This paper aims to promote a new sustainable retailer model shaped by contingent free shipping theory and the optimisation of the customer’s journey, enriching the scientific literature by proposing a consumer behavioural model that highlights the contribution of four selected touchpoints to the sustainable transformation of SMEs. The research was elaborated by deploying a framework that presents five analysis methods, namely, an additive function construction, a TOPSIS method, a Spearman rank correlation coefficient calculation, a content analysis and an analytic hierarchy process, which engender the new model. Discovering nine distinguished categories of e-tailers, the sustainable retailer profile was developed and the touchpoint with the greatest contribution to the transformation process was identified. The results of the study allowed the authors to propose the model as a solution to withstand the preponderant negative experience provided by analysed e-tailers to digital buyers, representing the opportunity for SMEs’ sustainable transformation and long-term growth in a competitive, ever-growing market.

scholarly journals Linking Long-Term Changes in Soil Salinity to Paddy Land Abandonment in Jaffna Peninsula, Sri Lanka

Agriculture ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 211
Author(s):  
Tharani Gopalakrishnan ◽  
Lalit Kumar
Keyword(s):  
Sri Lanka ◽  
Soil Salinity ◽  
Agricultural Land ◽  
Sea Water ◽  
Land Use Changes ◽  
Soil Salinization ◽  
Landsat Images ◽  
Paddy Land ◽  
Semi Arid Region

Soil salinity is a serious threat to coastal agriculture and has resulted in a significant reduction in agricultural output in many regions. Jaffna Peninsula, a semi-arid region located in the northern-most part of Sri Lanka, is also a victim of the adverse effects of coastal salinity. This study investigated long-term soil salinity changes and their link with agricultural land use changes, especially paddy land. Two Landsat images from 1988 and 2019 were used to map soil salinity distribution and changes. Another set of images was analyzed at four temporal periods to map abandoned paddy lands. A comparison of changes in soil salinity with abandoned paddy lands showed that abandoned paddy lands had significantly higher salinity than active paddy lands, confirming that increasing salts owing to the high levels of sea water intrusion in the soils, as well as higher water salinity in wells used for irrigation, could be the major drivers of degradation of paddy lands. The results also showed that there was a dramatic increase in soil salinity (1.4-fold) in the coastal lowlands of Jaffna Peninsula. 64.6% of the salinity-affected land was identified as being in the extreme saline category. In addition to reducing net arable lands, soil salinization has serious implications for food security and the livelihoods of farmers, potentially impacting the regional and national economy.

STRATEGI PEMASARAN DALAM PERSAINGAN DESTINASI PARIWISATA

Pringgitan ◽  
2021 ◽  
Vol 2 (01) ◽  
Author(s):  
Suhartapa Suhartapa
Keyword(s):  
Marketing Strategy ◽  
Tourism Destination ◽  
Short Term ◽  
Marketing Program ◽  
Marketing Function ◽  
Marketing Activities ◽  
Tourism Destinations ◽  
Selling Process ◽  
Target Markets

Tourism destination marketing activities begin by selecting target markets, and these activities are referred to as the segmenting and targeting process. Meanwhile, activities to acquire, maintain and develop target markets are called the selling process. And the last thing is creating, delivering and communicating the destination offering is called the positioning process. The process of tourism activities can be in the form of long-term decisions or strategic levels which include the branding, segmenting, targeting, selling and positioning processes. Meanwhile, the short-term activity process or the tactical level is usually called a marketing program in the form of various maneuvers so that the predetermined marketing strategy can run well. Meanwhile, tactical activities, which are usually called marketing programs, are short-term processes aimed at making the marketing strategy run as determined. Activities that are tactical in this marketing program are decisions about the marketing mix. Competition for tourism destinations can be carried out through strategies that optimize the functions of tourism destinations. Like other industries, the function of a tourism destination can be in the form of an operational function and a marketing function. Keywords: Marketing Strategy, Competitive Strategy, Tourism Destination

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