Understanding Rural Retailer at the Base of the Fortune Pyramid

2015 ◽  
Vol 3 (2) ◽  
Author(s):  
Nilamadhab Mohanty
Keyword(s):  
Rural Areas ◽  
Market Development ◽  
Design And Implementation ◽  
Rural Market

The literature in the field of rural marketing has paid little attention to intra-rural transaction. However, approaches towards inclusive marketing and rural market development are incomplete without clarity on rural to rural transaction. In this article an attempt has been made to understand the rural to rural transaction in the context of rural retail units. Identification of the supportive features, appreciation of organizational limitations of the business, and design of alternative revenue options were found as three strategies adopted by rural retailers to build a profitable enterprise. Compatibility and desirability of the revenue alternatives have been discussed to be the indicators determining the importance of each of these strategies. Implications are discussed both for commercial ventures involved in rural marketing as well as for agencies concerned with the design and implementation of income generating programmes in rural areas.

scholarly journals Priority directions of labor market development in rural areas of Uzbekistan

2020 ◽  
Vol 421 ◽  
pp. 022004
Author(s):  
Azizahon M Maksumhanova ◽  
Madina Kh Saidova ◽  
Bahrom X Shafkarov
Keyword(s):  
Labor Market ◽  
Rural Areas ◽  
Market Development

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

2013 ◽  
Vol 3 (4) ◽  
pp. 1-22 ◽  
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.

Rural Marketing: The Relevance, Challenges and Strategies

2000 ◽  
Vol 25 (3) ◽  
pp. 191-201 ◽  
Author(s):  
Sanjay K Patro
Keyword(s):  
Rural Areas ◽  
Market Place ◽  
Rural Markets ◽  
Indian Economy ◽  
Rural Market ◽  
Low Levels ◽  
Total Sales ◽  
Challenges And Strategies

With the opening of the Indian economy, the sombre market place has become intensely competitive. The domestic big players which had smooth going for years in a sellers' market are forced to develop new trajectories of growth. For the last several years, Corporate India has overlooked the rural areas where 72% of the population live. Certain products were available there, but that was by default and not by design. Today firms have realized that in the case of many consumables the rural market accounts for 60–80 percent of the total sales and this quantum of sales gets generated with very low levels of penetration. The article analyses the factors for increased attention to rural markets, the challenges and some of the strategies deployed by firms in developing appropriate marketing programmes to tap the vast potential of the rural markets.

scholarly journals Design and Implementation of Rural Electrification Framework using Photovoltaic

2020 ◽  
Vol 9 (5) ◽  
pp. 434-438
Keyword(s):  
Rural Areas ◽  
Rural Electrification ◽  
Solar Photovoltaic ◽  
Solar Pv ◽  
Pv System ◽  
Specific System ◽  
Policy Makers ◽  
Pv Systems ◽  
Design And Implementation ◽  
Solar Pv System

The need to electrify all rural areas in India is quite compelling. However, the focus has now shifted from traditional fuel-based systems to generate electricity to renewable sources for energy generation. Though there are subsidies and policies that encourage the use of solar Photovoltaic (PV) systems, there is a need for an appropriate framework. This framework could not only offer substantial directions but it would also act as grounds to enhance rural electrification in India using solar PVs. From this perspective, the current research attempts to structure an innovative framework for solar PV system that could facilitate rural electrification in India. In particular, the district of Damoh in Madhya Pradesh was chosen as there are many villages without electricity in this district. PVsyst software was utilized to simulate the outcomes that included mathematical models and diverse components based on PV, for simulation. Three designs were developed to facilitate the simulation. These included; PVs linked with microgrid devoid of battery, individual PV systems without microgrid link and solar PVs linked to microgrid with battey. The framework for rural electrification using solar PVs will offer policy makers with insights with regards to implementing PV systems. It will also offer inputs as to the feasibility of implementing a specific system on several parameters. These would comprise of; number of households within a village, detached households etc. Nonetheless, research in future is also warranted to explore the scope for other sources of renewable energy.

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