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.

ICICI Prudential: challenges in reaching the last mile

2020 ◽  
Vol 10 (4) ◽  
pp. 1-27
Author(s):  
Parthasarathi Das ◽  
Tapas Ranjan Moharana ◽  
Indirah Indibara
Keyword(s):  
Distribution Channel ◽  
Rural India ◽  
Insurance Company ◽  
Life Insurance Company ◽  
Market Strategy ◽  
Content Type ◽  
Rural Markets ◽  
Rural Market ◽  
Last Mile

Learning outcomes The specific learning objectives of the case are as follows: To contribute to the knowledge of environmental challenges faced by various financial companies while trying to foray into the rural markets, especially in case of insurance products’ expansion strategy; to understand the distribution strategy adopted by insurance companies in rural as well as urban markets; to apply the concepts such as mental accounting, designing and pricing of insurance products to develop an effective strategy for insurance products targeting the rural market; to be able to analyse the data available on products and the rural market structure that enables the students to derive from an implementable managerial framework and design an effective rural market strategy for insurance products; and to enable the students to evaluate the key rural market drivers, which will subsequently help them to develop a new structure of rural distribution channel. Case overview/synopsis ICICI Prudential Life Insurance Company Limited (IPRU) was trying to reach the last mile customers of rural India to tap the opportunity and meet the Indian Government's statutory requirement of financial inclusion. Even though the leadership of IPRU was optimistic about the untapped potential of rural India, and launched a separate business vertical - Rural Business Channel (RBC) in the year 2002 to cater to this target segment, yet it faced many strategic issues while foraying into the rural domain. The company struggled with both the designing of products as per the rural customers' needs, as well as the distribution of these products in rural areas. The present case study is an attempt to bring out the strategic challenges that were faced by the IPRU management, with a major focus on designing, pricing and distribution of rural insurance products. The case study will help the readers in understanding what might go wrong while entering new rural markets and how to deal with these challenges. Complexity academic level The case study can be used to teach both undergraduate and postgraduate management students. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing.

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.

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 Race Between Deterrence and Displacement: Theory and Evidence from Bank Robberies

2020 ◽  
pp. 1-45 ◽  
Author(s):  
Vikram Maheshri ◽  
Giovanni Mastrobuoni
Keyword(s):  
Optimal Policy ◽  
Security Measures ◽  
Precise Information ◽  
Rural Markets ◽  
Security Guard ◽  
Urban Markets ◽  
Displacement Theory ◽  
Displacement Effects

Security measures that deter crime may unwittingly displace it to neighboring areas, but evidence of displacement is scarce. We exploit precise information on the timing and locations of all Italian bank robberies and security guard hirings/firings over a decade to estimate deterrence and displacement effects of guards. A guard lowers the likelihood a bank is robbed by 35-40%. Over half of this reduction is displaced to nearby unguarded banks. Theory suggests optimal policy to mitigate this spillover is ambiguous. Our findings indicate restricting guards in sparse, rural markets and requiring guards in dense, urban markets could be socially beneficial.

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.

The Challenges and Opportunities of E-Commerce Data Collection in Indonesia Compared to BRICS Countries

2021 ◽  
pp. 118-132
Author(s):  
Muhammad Basorudin ◽  
Khalilur Rahman ◽  
Nadra Yudelsa Ratu ◽  
Easbi Ikhsan ◽  
Wida Siddhikara Perwitasari
Keyword(s):  
Data Collection ◽  
Comparative Study ◽  
Southeast Asia ◽  
Swot Analysis ◽  
Rapid Development ◽  
Digital Economy ◽  
National Statistics ◽  
Brics Countries ◽  
Maturity Assessment ◽  
Challenges And Opportunities

The development of e-commerce business in Indonesia is very rapid. The rapid development of e-commerce in Indonesia will make Indonesia the largest digital economy in Southeast Asia in 2020. However, there are several obstacles, one of which is the provision of a trusted e-commerce database. Data has an important element in development in developing an e-commerce business in Indonesia. As the National Statistics Organizations, BPS Statistics Indonesia was pushed to collect the e-commerce data. BPS has developed several methods of collection e-commerce data using e-commerce survey and crawling technique in 2018 but still has a weakness. As a comparative study, there are several countries of G-20 that have high development in e-commerce and associate themselves as BRICS countries. With SWOT Analysis and Maturity Assessment, this study wants to analyze strength, weakness, opportunity, and thread, also measure the maturity from each method of collection used. Based on the result, Indonesia has better maturity in technology implemented, but worse regulation and people cooperation.

scholarly journals Challenging Cocacolisation of Rural Nepali Market: The Role of Education

2017 ◽  
pp. 31-48
Author(s):  
Raj Kumar Dhungana ◽  
Alexandra Pfefferle
Keyword(s):  
Age Groups ◽  
Primary Source ◽  
Data Generation ◽  
Knowledge And Skills ◽  
Rural Markets ◽  
Rural Market ◽  
Rural Nepal ◽  
Desk Review ◽  
Red Bull

The shelves of local shops are filled with an abundance of imported beverages. Coca-Cola, Pepsi, Fanta, Sprite, Frooti, and Red Bull among others have made the way to rural Nepal, where agriculture is still the primary source of income. As the result of increasing access to imported goods and products in rural markets, local products are gradually losing ground. This paper shows that tailored consumer education can assist de-cocacolising the market and increase the competitiveness and diversification of local products. It does so by imparting knowledge and skills to individuals to be critical and responsible consumers who start seeking an equal share of local products in the rural market. For this paper, extensive desk review, rural market observations and interviews with consumers of different age groups, vendors and youth were used as data generation techniques.

scholarly journals Adopting English as a Medium of Instruction (EMI) in Brazil and Flanders (Belgium): a comparative study

2020 ◽  
Vol 73 (1) ◽  
pp. 217-146
Author(s):  
Felipe Furtado Guimarães ◽  
Marcelo Kremer
Keyword(s):  
Higher Education ◽  
Comparative Study ◽  
International Organizations ◽  
Language Teaching ◽  
Medium Of Instruction ◽  
Government Documents ◽  
Local Support ◽  
Challenges And Opportunities ◽  
The Creation ◽  
Teaching Learning

The objective of this study is to discuss the adoption of English as a Medium of Instruction (EMI) in the Brazilian and Flemish contexts, considering the influence of globalization and internationalization on the languages in higher education. To reach this goal, a bibliographic research was carried out, in order to analyze documents related to language teaching/learning, including books, journals, government documents, official websites and reports from international organizations. Information collected comprised the data retrieved in Brazil and in Flanders, in order to generate discussions around challenges and opportunities for adopting EMI in these contexts. The study concludes that some actions are necessary for overcoming some challenges identified, such as the creation of local support units (for languages) at universities, for the preparation and implementation of EMI courses.  

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