scholarly journals Rural Telecom Services: Marketing Issues and Experiences in West Bengal Market Perspective

2019 ◽  
Vol 8 (6S) ◽  
pp. 790-795
Keyword(s):  
Supply Chain ◽  
Rural Areas ◽  
Indian Population ◽  
West Bengal ◽  
Services Marketing ◽  
Current Paper ◽  
Indian Market ◽  
Rural Markets ◽  
Rural Market ◽  
Market Perspective

The knowledge of Rural Marketing in Indian Economy has continuously played an important role in the existence of individuals. The rural market in India contributes larger revenues in the nation, as the rural areas contain most of the consumers in this country. Indian Rural Marketing has always been tough to do area and comprise of uniqueness. Though many enterprises were effective in influencing the rural markets, they captured the market with appropriate innovative marketing moves. As two-third of Indian population resides in rural areas, the market is massive for the businesses to be present and effective in all rural markets. They have to carry out few experiments in areas such as pricing and supply chain. The current paper intends to know the marketing issues and experiences in Indian market. The foremost aim of this study is to notice the potential of Indian rural markets and finding out several difficulties being faced by rural markets.

scholarly journals Impact of Advertising on Buying Decision of Consumers towards FMCG products in the Rural Market

2018 ◽  
Vol 6 (3) ◽  
pp. 85-90
Author(s):  
Imran Mehraj Dar ◽  
Dr. A.K Singh
Keyword(s):  
Rural Areas ◽  
Indian Population ◽  
Total Population ◽  
Vital Role ◽  
Global Market ◽  
Statistical Techniques ◽  
Buying Behavior ◽  
Rural Markets ◽  
Rural Market ◽  
Urban Markets

The identity of India is represented by its rural masses as it represents the heartland of true culture and possesses more than 70 percent of total population. Rural markets have become integral part of global market and are growing at above two times faster pace than urban markets. Despite rising urbanization, still 63 percent Indian population will continue to live in the rural areas in 2025 as reported by Mckinsey. Due to this rural market becomes a goldmine and provides unique opportunities to the marketers to expand their market and make their margin by creating awareness among rural customers about their products and influence their buying decision. Advertising is playing a vital role in creating the awareness and influences customer buying behavior towards FMCG. The paper investigates about the influence of advertisement on the consumer’s buying behavior towards FMCG products in the rural areas of Bhopal. The sample of 300 respondents has been taken and data has been analyzed by using different statistical techniques to achieve the objective.

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.

Crane Supari

2005 ◽  
Vol 09 (02) ◽  
pp. 237-261
Author(s):  
Sanal Kumar Velayudhan
Keyword(s):  
Rural Areas ◽  
Urban Areas ◽  
South India ◽  
Cost Advantage ◽  
Betel Nut ◽  
Marketing Manager ◽  
Rural Markets ◽  
Rural Market ◽  
The Cost ◽  
Efficient Distribution

Crane Supari was a leading brand of betel nut pieces in South India. Crane Supari was perceived as a quality brand and was well accepted in urban areas, but this was not true in rural areas where the smaller brands dominated. The smaller brands had both effective and efficient distribution in rural markets. The servicing of the channel was superior in addition to the cost advantage for the small competitor. Betel nut pieces faced competition from other chewing products too. Faced with increasing category competition, the marketing manager of Crane Supari planned to tap the opportunity in the rural markets. This case explores the unique capabilities necessary to compete effectively in the rural market.

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.

Environmentally concerned consumer behavior: evidence from consumers in Rajasthan

2017 ◽  
Vol 12 (4) ◽  
pp. 712-738 ◽  
Author(s):  
Pradeep Kautish ◽  
Ganesh Dash
Keyword(s):  
Consumer Behavior ◽  
Empirical Research ◽  
Research Study ◽  
Marketing Mix ◽  
Indian Market ◽  
Environment Friendly ◽  
Content Type ◽  
Rural Markets ◽  
Rural Market ◽  
Indian Context

Purpose This study aims to empirically indicate that environment-friendly products may be used as a consumption strategy for improving the environmental well-being of a sizable consumer base and show that there are great possibilities and opportunities available for companies to come up with the right marketing mix for consumers in the rural market. There is a great dearth of empirical research on consumer behavior facets on environment-friendly products for rural market in India. Design/methodology/approach Conclusive cross-sectional descriptive research design has been used to study the environmentally concerned consumer behavior (ECCB) for environment-friendly products with the help of a survey instrument relevant for empirical research. This paper adds to the existing literature by developing one model in the Indian context for the rural market. The research study used exploratory factor analysis and confirmatory factor analysis with structural equation modeling approach to analyze the collected data from consumers. Findings The major finding of the study is that consumers living in rural areas are aware about the environmental movement, but marketers have probably not fully explored the potential for environment-friendly products. The study strongly argues that organizations should leverage on the rural market opportunity in India. It confirms the need to tailor marketing mix for rural markets for determining behavioral dimensions of consumer decision-making. Research limitations/implications This empirical research paper is developed and applied in the Indian context, with special reference to the rural market of the country. Results may change when applied to different rural locations in the same country and/or different countries depending on their demographic variables, psychosocial factors and socioeconomic conditions. The findings of this study need to be viewed within the context of certain limitations of location, social and economic issues. The study provides the initial base for further research on the theme, as there are no such studies available on environment-friendly products. Practical implications This research study is highly useful for the business firms deciding on marketing mix variables for environment-friendly products in rural market scenario in India, and it provides inputs for formulating major policy decisions in marketing. The study provides insights for managers, policymakers and organizations operating in rural markets and working on different facets of environmental protection issues in different forms. Social implications It has been investigated across global markets that human activities have altered the natural ecosystem, so to make natural resources available for the future generation, there is a greater need to achieve more sustainable forms of development. The study provides insights from the rural Indian market for better adoption of environment-friendly products and will motivate marketers to explore the rural market horizon. Originality/value The study has been conducted with consumers who are residents of one small town in India. So far, no study has been conducted, and it is first such attempt to analyze the rural Indian market for environment-friendly products and consumer behavior ever since such products were launched in the country. This study provides an early glimpse into the workings of marketing practitioners who work on consumer strategy formulation and rural marketing decision-making for environment-friendly products.

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.

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 Effects of Production of Woody Pellets in the Southeastern United States on the Sustainable Development Goals

2021 ◽  
Vol 13 (2) ◽  
pp. 821
Author(s):  
Keith L. Kline ◽  
Virginia H. Dale ◽  
Erin Rose ◽  
Bruce Tonn
Keyword(s):  
United States ◽  
Supply Chain ◽  
Rural Areas ◽  
Southeastern United States ◽  
Clean Energy ◽  
Low Carbon ◽  
Decent Work ◽  
Positive Effects ◽  
Responsible Consumption ◽  
Development Goals

Wood-based pellets are produced in the southeastern United States (SE US) and shipped to Europe for the generation of heat and power. Effects of pellet production on selected Sustainability Development Goals (SDGs) are evaluated using industry information, available energy consumption data, and published research findings. Challenges associated with identifying relevant SDG goals and targets for this particular bioenergy supply chain and potential deleterious impacts are also discussed. We find that production of woody pellets in the SE US and shipments to displace coal for energy in Europe generate positive effects on affordable and clean energy (SDG 7), decent work and economic growth (SDG 8), industry innovation and infrastructure (SDG 9), responsible consumption and production (SDG 12), and life on land (SDG 15). Primary strengths of the pellet supply chain in the SE US are the provisioning of employment in depressed rural areas and the displacement of fossil fuels. Weaknesses are associated with potential impacts on air, water, and biodiversity that arise if the resource base and harvest activities are improperly managed. The SE US pellet supply chain provides an opportunity for transition to low-carbon industries and innovations while incentivizing better resource management.

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