Changing Trends of Consumer Behaviour: A Case on Kerala Rural Market

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.

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Skyworth TV: channel dynamics and growth in China ' s rural market

Emerald Emerging Markets Case Studies ◽

10.1108/eemc-10-2013-0032 ◽

2013 ◽

Vol 3 (4) ◽

pp. 1-22 ◽

Cited By ~ 1

Author(s):

Sherriff T. K. LUK ◽

Ivy Siok Ngoh Chen ◽

John Coombes

Keyword(s):

Rural Areas ◽

Consumer Behaviour ◽

Emerging Market ◽

Distribution Channels ◽

Channel Network ◽

Household Appliances ◽

Content Type ◽

Channel Dynamics ◽

Brand Reputation ◽

Rural Market

Title – Skyworth TV: channel dynamics and growth in China ' s rural market. Subject area – Marketing. Study level/applicability – Target audience this decision case has been tried and tested in a classroom setting with final-year undergraduate BBA students and postgraduate students studying an MSc in marketing. The specific course in which this case was used was marketing management in China. This case may also be suitable for an undergraduate or masters level courses in consumer behaviour, distribution management or marketing in China. The case covers environment analysis, market segmentation, consumer behaviour and distribution channels. Case overview – Skyworth, a Chinese manufacturer of television sets, was faced with some major decisions. Government subsidies on consumer purchases of household appliances had stimulated demand for TV sets especially in rural areas. However, there were limited distribution channels serving rural areas. Large-scale nationwide chain stores like Gome and Suning served mainly urban areas and top-tier cities. These retailer chains were less interested in selling TV sets as their profit margins were lower. How should Skyworth set up its distribution network to take advantage of the growth in rural markets? Establishing its own channel network would involve huge investments that would affect Skyworth ' s profits in the next few years. Relying on existing retailer chains may not give it the coverage it wanted. Skyworth ' s brand reputation had also suffered because of poor product quality and customer support. Can the distribution channel network help to improve its brand reputation and customer loyalty? This case highlights how government policies in China can shape the growth of the household appliance market and change consumption patterns. Expected learning outcomes – By studying this case, students will:1. Examine how environmental factors affect television manufacturers in China;2. Understand the buying behaviour of rural households for household appliances;3. Examine distribution channels in an emerging market;4. Evaluate a company ' s product portfolio strategy; and5. Suggest segmentation bases for the market for television sets in China. Supplementary materials – Teaching Notes are available for educators only. Please contact your library to gain login details or e-mail [email protected] to request teaching notes.

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Consumer Behaviour in Rural Market: A Study on Buying Behaviour of Rural Consumers in Manipur

International Journal of Contemporary Research and Review ◽

10.15520/ijcrr/2017/8/07/278 ◽

2017 ◽

Author(s):

Partakson Romun Chiru

Keyword(s):

Consumer Behaviour ◽

Rural Market ◽

Rural Consumers ◽

Buying Behaviour

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Targeting Rural Yoghurt Market: A Way Forward

South Asian Journal of Business and Management Cases ◽

10.1177/2277977912459438 ◽

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?

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Creating Success Formula to Excel in Rural Markets

Adhyayan A Journal of Management Sciences ◽

10.21567/adhyayan.v1i1.10214 ◽

2016 ◽

Vol 1 (1) ◽

Author(s):

Dr. Manoj Mehrotra

Keyword(s):

Marketing Strategy ◽

Growth Strategy ◽

Survival Strategy ◽

Rural Markets ◽

Wise Use ◽

Rural Market ◽

Changing Trends ◽

Indian Context ◽

The Impact

The paper deals with the Rural Markets in the Indian context. There exist a number of myths about the rural markets. The paper attempts to reveal the hard facts that create a new understanding about the existing rural markets and the changing trends. It also highlights the need to focus on the rural market. Earlier it was a new geographic segment for the marketers but now there is no choice. Rural marketing therefore is not only a survival strategy but also a growth strategy for many firms. However, to be successful in the rural markets it not only requires an understanding about the factors and characteristics of this market but also the wise use of an effective marketing strategy. The focus of the paper is to discover as to how the elements of the marketing are integrated for the rural markets. Are they the same elements used in other markets i.e. the 4-P’s, or are there some different elements that increase the acceptance in the rural markets? It also aims to gain an understanding about the impact of these elements in creation of a model to succeed in the Indian rural markets. It further examines a success formula of “7-A’s Model” suggested by the author that will help the marketers to excel in the rural markets.

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Exploring the Impact of the COVID-19 Pandemic on Youth Sport and Physical Activity Participation Trends

Sustainability ◽

10.3390/su13041744 ◽

2021 ◽

Vol 13 (4) ◽

pp. 1744

Author(s):

Georgia Teare ◽

Marijke Taks

Keyword(s):

Physical Activity ◽

Resource Management ◽

Consumer Behaviour ◽

Youth Sport ◽

Future Research ◽

Future Trends ◽

Sport Organizations ◽

Changing Trends ◽

Conceptual Paper ◽

The Impact

The COVID-19 pandemic offers youth sport organizations the opportunity to anticipate consumer behaviour trends and proactively improve their program offerings for more satisfying experiences for consumers post-pandemic. This conceptual paper explores potential impacts of the COVID-19 pandemic on changing youth sport and physical activity preferences and trends to inform sport and physical activity providers. Drawing from social ecology theory, assumptions for future trends for youth sport and physical activity are presented. Three trends for youth sport and physical activity as a result of the COVID-19 pandemic are predicted: (1) youths’ preferences from organized to non-organized contexts become amplified; (2) reasons for participating in sport or any physical activity shift for youth as well as parents/guardians; (3) consumers reconceptualize value expectations from youth sport and physical activity organizations. The proposed assumptions need to be tested in future research. It is anticipated that sport organizations can respond to changing trends and preferences by innovating in three areas: (1) programming, (2) marketing, and (3) resource management.

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