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.

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.

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.

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 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 A Comparative Study of Growth, Challenges and Opportunities in FMCG of Rural Market

2010 ◽  
pp. 79-84
Author(s):  
Kavitha T. C.
Keyword(s):  
Comparative Study ◽  
Rural India ◽  
Rural Markets ◽  
Rural Space ◽  
Rural Market ◽  
Urban Markets ◽  
Growth Opportunity ◽  
Challenges And Opportunities ◽  
Changing Demographics ◽  
New Strategies

The fast-moving consumer goods (FMCG) sector is an important contributor to India’s GDP and it is the fourth largest sector of the Indian economy. Globally, the FMCG sector has been successful in selling products to the lower and middleincome groups, and the same is true in India. Over 70% of sales are made to middle classhouseholds today and over 50% is in rural India. The sector is excited about a burgeoning ruralpopulation whose incomes are rising and which is willing to spend on goods designed to improvelifestyle. Also with a near saturation and cut throat competition in urban India, many producersof FMCGs are driven to chalk out bold new strategies for targeting the rural consumer in a bigway.FMCG Industry in India is witnessing a change – a change in the pattern in which it is growing – needless to say, with the changing demographics, the pattern of marketing would also change. As rural penetration increases, the rural markets would command more and more share of the overall FMCG space. Though the urban markets are growing too, the incremental addition in consumers / households is much more in rural space as compared to urban markets. Rural marketing has become the latest marketing mantra of most FMCG majors. The rural India is vast with unlimited opportunities, waiting to be tapped by FMCG’s. Hence the Indian FMCG sector is busy putting in place a parallel rural marketing strategy. Therefor a comparative study is made on growth, opportunity and challenges of FMCG’s in rural market. This paper will providedetailed information about the growth of FMCG industry in rural market of India and examining the challenges, opportunities for the FMCG’s in rural market with growing awareness and brand consciousness among people across different socio-economic classes in rural area of India and how the rural markets are witnessing significant growth.

Rural-Urban Food Movement

2021 ◽  
pp. 276-298
Author(s):  
Ayobami Abayomi Popoola ◽  
Yamah Dele Adeyemi ◽  
Femi Emmanuel Oni ◽  
Odunayo Omojola ◽  
Bamiji Michael Adeleye ◽  
...  
Keyword(s):  
Rural Areas ◽  
Transportation Cost ◽  
Road Transport ◽  
Vital Role ◽  
Rural Setting ◽  
Urban Markets ◽  
Road Condition ◽  
Food Movement ◽  
Food Produce

The production of the food is majorly composite to the rural setting, and the consumption of this food is not only restricted to the rural area. This rural food production and urban area demand/consumption emphasises the need for rural-urban market linkages. This study employed mixed methods to investigate the role of road transport in the flow of food products from rural areas to the urban markets. Ten urban markets were sampled and 250 respondents from urban markets in Ibadan. The study revealed that household collaboration in the production and marketing of food produce exists in Ibadan. It was established that distance and transportation cost plays a vital role in supply volume, pricing, and delivery price. The variance in delivery cost is dependent on factors such as bargaining power, the season of the year, demand, destination, and road condition. In conclusion, improved roads condition and workable traffic policies that eliminate roadblocks are recommended.

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.

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