scholarly journals The Role of Packing on Buying Behaviour of Rural Consumers with Special Reference to FMCG

2017 ◽  
Vol 8 (1) ◽  
pp. 103
Author(s):  
Sathyanarayana S ◽  
B. H. Suresh
Keyword(s):  
Significant Influence ◽  
Rural Areas ◽  
Rural Markets ◽  
Seasonal Demand ◽  
Acute Dependence ◽  
Significant Difference ◽  
Packing Size ◽  
Rural Consumers ◽  
Buying Behaviour

<p>Indian rural market with its enormous size and demand base offers great opportunities to marketers. However, there are many serious challenges that FMCG manufactures face in tackling rural markets, viz., the scattered nature of rural markets, their small size, remoteness, poor connectivity and tremendous heterogeneity, low level of literacy, too many languages and dialects, cultural diversities, inadequate banking facilities, acute dependence on the monsoon; seasonal demand, and media darkness are some serious limitations.  However, the issue of packing is very crucial when it comes to marketing of brands in rural areas as the brand recognition in rural areas generally through its colours, logos, shape and size.  Therefore, the current study has been undertaken with an intention to understand the role of packing in rural markets. In order to realize the stated objectives the researcher constructed a structured questionnaire has been constructed and pre tested and administered on 1,600 rural respondents spread across 200 villages in the state of Karnataka.   The study revealed that packing make a significant role while buying FMCG. There is a significant difference in the opinion of rural consumer respondents on importance attributed to packing while purchasing FMCG as perceived by rural consumer respondents. There is a significant influence of annual house hold income of the rural consumer respondents on the level of importance attributed to packing while buying FMCG. Majority of the rural consumer respondents preferred sachets while buying FMCG. There is a significant difference in the packing size preference of the rural consumer respondents while purchasing products. There is a significant influence of the annual house hold income of the rural consumers on kind of packing preference. Majority of the rural respondents recognize brands through reading, colours, scanning of logos/pictures/trademarks and through packing style of the products. Based on the analysis of the study a brief summary of findings have been made and a meaningful conclusion has been drawn. Finally the results have been compared with the possible evidence.</p>

A Study Of Expansion Of The Fmcg Market Across Rural Areas

2019 ◽  
Vol 118 (8) ◽  
pp. 142-151
Author(s):  
Dr. Udayagiri Raghunath ◽  
Dr. V.Venkateswara Rao
Keyword(s):  
Rural Areas ◽  
Urban Areas ◽  
Customer Choice ◽  
Income Levels ◽  
Rural Markets ◽  
Urban Markets ◽  
Tv Media ◽  
Rural Clients ◽  
Tv Watching

The corporate companies dealing with FMCG products have started focusing on rural markets as the urban markets have become saturated and highly competitive. Capturing the rural markets brings forth a whole new set of challenges as it is laborious to break in. This market presents the companies with gamut challenges on a new dimension which demand entirely different strategies as compared to the ones used in urban areas. Studying the rural markets for rural markets has become crucial more than ever. It is an objective learning, psychiatry of dispersion, impact of the FMCG in rural areas. This research uses diverse utensils, procedure toward analyze composed records. Several of the features used in analyzing the data are the consumer characteristics like educational qualifications, professions they are in, and the income levels. The role of TV media advertising is also analyzed. Many deals and promotions advertised on TV are investigated. The scope of authority wield by publicity happening customer choice production has looked into. The different levels of media exposure and preferable TV watching times and their favorite programs considered while analyzing the data. The spending prototype of rural clients on FMCG is examined and further categorized based on their income levels, educational qualifications, and legal awareness of consumer act. All the analyzed data, results, and suggestions presented in the visual formats.

scholarly journals The Impact of Packaging and Labeling Elements on the Rural Consumers’ Purchase Decision for Skincare Products in Bangladesh

2020 ◽  
Author(s):  
Mohamed Osman Elamin Busharads ◽  
Richmond Sam-Quarm ◽  
Ahmed Ishtiaq Zadid
Keyword(s):  
Rural Areas ◽  
Sampling Frame ◽  
Test Technique ◽  
Rural Markets ◽  
Urban Markets ◽  
Marketing Activities ◽  
Rural Consumers ◽  
Promotional Strategies ◽  
Sample Age ◽  
The Impact

Differences in socio-economic conditions, demographics, and infrastructural variances in the rural markets create substantial variances in the consumption patterns compared with the urban markets. As per a report of the World Bank, about 63 percent of the population resides in Bangladesh’s rural areas as it constitutes a bigger market for the consumption of different products. The researchers envision identifying the impact of packaging and labeling elements in the decision-making evaluation for different skincare products. The research exploration comprises of four objectives, i.e., perception and attitude towards packaging and labeling elements for the rural consumers, measuring the relative impact based on the demographical changes, determining the sensitivity towards branding elements and communication portrayed, and the ability in identifying the original skincare products in comparison with the copy products in the rural markets. The researchers conducted surveys in the Mymensingh, Netrokona, Jamalpur, and Sherpur Districts of the greater Mymensingh Division of Bangladesh. A total of 390 responses were selected based on the non-probability sampling frame. The target sample age group was chosen between 13 to 54 years. Researchers developed a questionnaire in combination with close-ended questions along with simple dichotomies. For analyzing the outcomes, the researchers have applied a statistical method of the “Z-test” Technique. The researchers identified that the packaging and labeling of skincare products influence rural consumers’ behavior. Different promotional strategies and trade marketing activities are recommended based on the findings, reinforcing the rural consumers’ acceptance of skincare products.

Store atmosphere and impulse: a cross-cultural study

2019 ◽  
Vol 47 (8) ◽  
pp. 817-835 ◽  
Author(s):  
Ludmila Bandeira Lima Barros ◽  
Martin de La Martinière Petroll ◽  
Cláudio Damacena ◽  
Marc Knoppe
Keyword(s):  
Structural Equation ◽  
Emotional Responses ◽  
Environment Design ◽  
Content Type ◽  
Significant Difference ◽  
Culture Characteristics ◽  
Impulse Purchase ◽  
Buying Behaviour ◽  
Moderating Role

Purpose The purpose of this paper is to investigate the influence of store atmosphere on consumers’ positive emotional responses and impulsive purchase behaviour. In addition, it analyses the moderating role of culture characteristics and situational variables on this influence. Design/methodology/approach The study carried out a quantitative face-to-face on-site survey of a retail fashion brand in two countries, Brazil and Germany. This paper extended the original model of Jung Chang et al. (2014) based on environment, design and social features (staff) by adding store atmosphere factors such as layout, music and lighting (Mohan et al., 2013), thereby defining store atmosphere as the way customers perceive and experience the combination of all those factors. Findings Data analysis from 313 consumers by structural equation modelling (PLS–SEM) showed that most factors influence consumers’ positive emotional responses, but no significant difference between countries. However, the effect of emotions on impulse purchase behaviour is stronger among collectivist consumers (Brazil) than among individualists (Germany). Originality/value This study sheds light on the links between store atmosphere and retail market in Brazil and Germany, framing its conclusions in the context of a comparison between cultures. The paper extends the growing research in the area by exploring the moderating role of the individualism–collectivism dimension of national culture in consumer buying behaviour by comparing the strength of various relationships across shoppers from individualistic vs collectivistic cultures.

Structural Equation Modelling of Properties That Trigger Purchaser’s Confidence in Acquisition of Products and Consumer’s Brand Choice in Rural Areas

2020 ◽  
pp. 097300522096544
Author(s):  
Akansha Madan
Keyword(s):  
Rural Areas ◽  
Structural Equation ◽  
Brand Choice ◽  
Demographic Variables ◽  
Structural Equations ◽  
Significant Difference ◽  
Gender Education ◽  
Confirmatory Factor ◽  
Branded Product ◽  
Rural Consumers

A rural buyer buys a branded product for its assurance of quality. Rural consumers today, are quite aware of the variety of brands that are available in the market. This change in the behaviour of rural consumers is widespread in respect of FMCG products. The present study stresses on the research framework on properties that induce a purchaser’s confidence in acquisition of a product and structure their relationship with demographic variables and brand choice. The study was carried out in the rural areas of India. The sample size was 1,106. The research methodology consisted of exploratory and descriptive studies. Tools for analysing data included confirmatory factor analysis and modelling of structural equations. It was found that there was a significant relationship between properties that trigger a purchaser’s confidence in acquisition of products and their brand choice. It was also found that there is a significant difference between properties that trigger a purchaser’s confidence in acquisition of products and demographic variables such as age, gender, education and household income.

scholarly journals The Impact of Packaging and Labeling Elements on the Rural Consumers’ Purchase Decision for Skincare Products in Bangladesh

2020 ◽  
Vol 3 (4) ◽  
Author(s):  
Stanley Sumon Rodrick ◽  
◽  
Hamidul Islam ◽  
Ahmed Ishtiaq Zadid
Keyword(s):  
Rural Areas ◽  
Sampling Frame ◽  
Test Technique ◽  
Rural Markets ◽  
Urban Markets ◽  
Marketing Activities ◽  
Rural Consumers ◽  
Promotional Strategies ◽  
Sample Age ◽  
The Impact

Differences in socio-economic conditions, demographics, and infrastructural variances in the rural markets create substantial variances in the consumption patterns compared with the urban markets. As per a report of the World Bank, about 63 percent of the population resides in Bangladesh’s rural areas as it constitutes a bigger market for the consumption of different products. The researchers envision identifying the impact of packaging and labeling elements in the decision-making evaluation for different skincare products. The research exploration comprises of four objectives, i.e., perception and attitude towards packaging and labeling elements for the rural consumers, measuring the relative impact based on the demographical changes, determining the sensitivity towards branding elements and communication portrayed, and the ability in identifying the original skincare products in comparison with the copy products in the rural markets. The researchers conducted surveys in the Mymensingh, Netrokona, Jamalpur, and Sherpur Districts of the greater Mymensingh Division of Bangladesh. A total of 390 responses were selected based on the non-probability sampling frame. The target sample age group was chosen between 13 to 54 years. Researchers developed a questionnaire in combination with close-ended questions along with simple dichotomies. For analyzing the outcomes, the researchers have applied a statistical method of the “Z-test” Technique. The researchers identified that the packaging and labeling of skincare products influence rural consumers’ behavior. Different promotional strategies and trade marketing activities are recommended based on the findings, reinforcing the rural consumers’ acceptance of skincare products.

scholarly journals The Impact of Packaging and Labeling Elements on the Rural Consumers’ Purchase Decision for Skincare Products in Bangladesh

2020 ◽  
Author(s):  
Fatima Elkandoussi ◽  
Hamidul Islam ◽  
Ahmed Ishtiaq Zadid
Keyword(s):  
Rural Areas ◽  
Sampling Frame ◽  
Test Technique ◽  
Rural Markets ◽  
Urban Markets ◽  
Marketing Activities ◽  
Rural Consumers ◽  
Promotional Strategies ◽  
Sample Age ◽  
The Impact

Differences in socio-economic conditions, demographics, and infrastructural variances in the rural markets create substantial variances in the consumption patterns compared with the urban markets. As per a report of the World Bank, about 63 percent of the population resides in Bangladesh’s rural areas as it constitutes a bigger market for the consumption of different products. The researchers envision identifying the impact of packaging and labeling elements in the decision-making evaluation for different skincare products. The research exploration comprises of four objectives, i.e., perception and attitude towards packaging and labeling elements for the rural consumers, measuring the relative impact based on the demographical changes, determining the sensitivity towards branding elements and communication portrayed, and the ability in identifying the original skincare products in comparison with the copy products in the rural markets. The researchers conducted surveys in the Mymensingh, Netrokona, Jamalpur, and Sherpur Districts of the greater Mymensingh Division of Bangladesh. A total of 390 responses were selected based on the non-probability sampling frame. The target sample age group was chosen between 13 to 54 years. Researchers developed a questionnaire in combination with close-ended questions along with simple dichotomies. For analyzing the outcomes, the researchers have applied a statistical method of the “Z-test” Technique. The researchers identified that the packaging and labeling of skincare products influence rural consumers’ behavior. Different promotional strategies and trade marketing activities are recommended based on the findings, reinforcing the rural consumers’ acceptance of skincare products.

scholarly journals Review of Rural Marketing in India and Innovations in Rural Marketing

2020 ◽  
Vol 10 (5) ◽  
pp. 5-11
Author(s):  
Bhavika Pandita Hakhroo
Keyword(s):  
Rural Areas ◽  
Rural People ◽  
Rural Markets ◽  
The Past ◽  
Rural Market ◽  
The People ◽  
Rural Economies ◽  
The Future ◽  
Current Scenario ◽  
Rural Consumers

The aim of this research is to study the current scenario of Rural Marketing in India, the rural market presents with its various opportunities and challenges, given how diversely populated the rural consumers in India are. The rural market consists of 83.3 crore people and this is what attracts marketers to enter in this market. To market in the territory of rural marketing corporations must understand the rural consumer. There is a shift incoming from urban to the rural marketing as the development and levels of literacy and awareness among the rural consumers is rising and these consumers want value for their money. Marketers when catering to rural consumers need to connect with them and also undertake demonstrations for the better understanding of the rural people. Many innovations in the strategy to market into the rural markets have been undertaken in the past years. This paper aims to understand these innovations and strategies and to understand the rural consumer of India. The future of rural marketing and the development in rural areas is promising in development of rural economies and for the people living in these rural areas a better life.

scholarly journals Determinants of Stores Choice in Rural Markets: An Empirical Study in Karnataka State

2017 ◽  
Vol 6 (2) ◽  
pp. 235
Author(s):  
S. Sathyanarayana ◽  
Sudhindra Gargesha
Keyword(s):  
Empirical Study ◽  
Survey Method ◽  
Retail Outlet ◽  
Rural Markets ◽  
Significant Difference ◽  
Karnataka State ◽  
Rural Consumers ◽  
Major Factors ◽  
Case Basis ◽  
Structured Questionnaire

<div><p><em>The current empirical study entitled “determinants of stores choice in rural markets:  an empirical study in Karnataka state” has been undertaken with an intention to investigate the stores’ loyalty of the rural consumers and the major factors that determine the preference of a particular retail outlet.  To realise the stated objectives the researchers have employed a survey method. A structured questionnaire was used for the collection of the data from 1,600 rural respondents. The validity of the research instrument was adjudged using Cronbach's coefficient (α) and was calculated to test the reliability and internal consistency of the responses. The collected data was tested for the normality and various statistical tools have been employed to analyse the collected data. Based on the analysis of the study a brief summary of findings have been made and a meaningful conclusion has been drawn. Finally the results have been compared with the possible evidence. The study revealed that majority of the rural consumer respondents purchase their entire FMCG requirement in one shop and majority of the rural consumers seek clarification (case-on-case basis) from the retailer before purchasing the product. We found a significant difference in the nature of clarification made by the rural consumer to the retailer.  There is a significant influence of the distance to the nearest town of the rural consumer and the passing of benefits by the retailer to the rural consumers and there is a significant relationship in the reasons offered by occasional and consistent categories of retailers who do not pass benefits to rural consumers.</em></p></div>

scholarly journals Geographies of Participation in Learning Abroad Mobility Among European Youth: A Comparison of Student and Non-student Groups in the EU Member States

2021 ◽  
Vol 23 (1) ◽  
Author(s):  
Yakup Öz
Keyword(s):  
Rural Areas ◽  
Multinomial Logistic Regression ◽  
The European Union ◽  
Member States ◽  
Student Groups ◽  
Eu Member States ◽  
Significant Difference ◽  
European Youth ◽  
The Eu

In recent decades, learning abroad mobility has become a popular movement and has often been considered among students in higher education. However, in the European Union (EU) context, opportunities to learn abroad are also provided for non-student groups of youth. Accordingly, this study aims to examine the role of certain socioeconomic factors concerning participation in learning abroad mobility and to compare their contribution between students and non-student groups of youth in six country groups in the EU. In so doing, a quantitative method was followed by using the data of Flash Eurobarometer 478. Findings of the multinomial logistic regression analyses show that although there is no significant difference between the EU15 and NMS (new member states) regarding young people’s participation in learning abroad mobility, such difference occurs within the NMS. Students are more likely than nonstudents to participate in general. The age of students, being female and living in rural areas among non-students can also hinder participation.

Role of Teachers in Building the Concept of Sustainable Development: Success or Failure

2020 ◽  
Vol 1 (1) ◽  
Author(s):  
Ayaz Muhammad Khan ◽  
Amber Jamshaid ◽  
Tayyibah Roohi ◽  
Amna Ramzan
Keyword(s):  
Sustainable Development ◽  
Primary School ◽  
Sampling Technique ◽  
School Teachers ◽  
Primary School Teachers ◽  
Primary Level ◽  
Significant Difference ◽  
Role Of Teachers ◽  
Major Factors

Sustainable Development (SD) is a rich, challenging and thought-provoking construct in social sciences. The main purpose of this paper was to identify and explore the role played by primary school teachers in building up the idea of sustainable development (SD) among students. This paper was intended to identify that how a teacher can successfully execute the concept of SD by influencing students’ minds at the primary level. Quantitative survey technique were utilized for data collection. All the primary school teachers of Lahore division comprised the population of the study. Through multistage sampling technique, 352 primary school teachers were selected as participants of the study. A self-developed SD questionnaire incorporating four major factors (teachers’ awareness, pedagogy, curricular and co-curricular activities) with Cronbach’s alpha value = .93 was used to measure the role of teachers in building the sustainability concept among students at primary level. The results indicated a significant mean score difference among SD scores of teachers, sector wise (private and public). Furthermore, the results also reconnoitered the significant difference (p=.04) between the mean scores of female and male teachers in building up the SD concept in students’ minds.

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