LITERATURE REVIEW

TITTLE:
Analysing The Marketing Of Consumer Product (Both Durable
And Non-Durable Products) In Rural Area.

LITERATURE -1
To study rural consumer behaviour towards consumer durable goods in
India.
Rural market is one of the best opportunities for the FMGC sector. In some
sense we can say that rural market is future of FMGC. The lifestyle of rural
consumer is changing. Rural India market and the marketing strategy have
become the latest marketing strategy have become the latest marketing
buzzword for most of the FMGC majors. In this literature it is also added the
strategy of different FMGC companies for capturing rural market like Titan,
Sonata watches, coco cola, different strategies of HUL and Marico etc. This
literature also takes into consideration the study of National Council for
Applied Economic Research (NCAER). According to the NCEAR projections, the
number of middle- and high-income households in rural area is expected to
grow from 140 million to 190 million by 2007. In urban India, the same is
expected to grow from 65 million to 79 million. Thus, the absolute size of rural
India is expected to be double that of urban India.

LITERATURE -2
A Study on Purchase Behaviour of Consumer Durable Goods with Special
Reference to Tiruvarur District
The literature review is a significant step in each and every research process.
Review of earlier studies discloses the works and studies done by individual
researchers and institutions help to establish further the need for the study.
The previous studies identified important gap that will be explored in this
thesis. In this research special attention being given to the marketing
strategies adopted by the manufacture for effective reach is also done. The
various studies related to consumer behaviour, rural market and urban market
have been conducted by different social scientists at micro as well as macro
level in India and abroad. The present study was covered the Consumer
Behaviour towards consumer durable goods. But no study was made in
purchase Behaviour towards consumer durable goods.

LITERATURE-3
 Consumer Satisfaction and Post Purchase Intentions
An Exploratory Study of Museum Visitors. This paper examines the
relationship between consumer satisfaction and subsequent intentions in the
museum context as well as the moderating influence of demographic
characteristics such as gender, age and education in that relationship. The
relationship between satisfaction and a range of service elements, overall
satisfaction with the experience and intentions was investigated. Museum
marketers can profit by examining the 'Value chain" of museum experience
outlined in the model presented, especially the greater likelihood of
consumers recommending the experience to others than making a repeat visit
themselves, and by investigating segment differences beyond those reported
here.

LITERATURE -4
CONSUMER BEHAVIOUR TOWARDS DURABLE GOODS IN RURAL AREAS
One minister recently talks about “My vision of rural India is of a modern
agrarian, industrial and service economy co-existing side by side, where
people can live in well-equipped villages and commute easily to work, be it on
the farm or in the non- farm economy. Rural income has to be increased. Rural
infrastructure has to be improved. Rural health and education need have to be
met. Employment opportunity have to be created in rural area.”

‘Go rural’ is the slogan of marketing gurus after analysing the socio-economic
changes in villages. The rural population is nearly three times the urban, so
that rural consumers have become the prime target market for consumer
durable and non-durable products, food, construction, electrical, electronics,
automobiles, banks, insurance companies and other sector beside hundred
per cent of Agri- input product such as seeds, fertilizers, pesticides and farm
machinery. The Indian rural market today accounts for only about 8 billion of
the total ad pies of Rs 120 billon, thus claiming 6.6 per cent of the total share.
So, clearly there seem to be long way ahead. Although a lot is spoken about the
immense potential of the unexplored rural market, advertisers and companies
find it easier to vie for a share of the already divided urban pie.

LITERATURE -5
Problems of Rural Market in India –
This paper is attempted to study the problems of rural market. Rural Markets
are defined as those segments of overall market of any economy, which are
distinct from the other types of markets like stock market, commodity
markets or Labour economics. The so-called urban markets are crowded and
saturated and the share of agriculture in GDP (Gross Domestic Product) is
going down but India still lives in her villages. Such a potential market was
being ignored by corporate sector and small and medium industries. Hence it
is proposed to study the potentiality and problems of rural market with a
special reference to Indian Rural Market. The market scenario in the rural
areas today is changing very rapidly. Rural consumers demand branded
products mainly because of increase in disposable income and literacy level.
Rural families do not like to cut their expenditure on weddings, pilgrimages,
constructions and consumptions. Rural consumers have more aspirations,
today this segment of buyers consumes large variety of products, both durable
and non-durables and willing to pay right price for right products.

LITERATURE -6
CONSUMER BEHAVIOUR ON CONSUMER DURABLES OF HIMACHAL
PRADESH WITH SPECIAL REFERENCE TO INDUCTION STOVE
The mass chunk of the population of India lives in rural areas but there has
been a paradigm shift in the consumer behaviour of the rural population. The
reasons due to the shift vary from very small reasons to the large reasons. The
rural population looks at the urban population with the change in the
standard of living with more disposable income or use of the extra income
earned from the agriculture. Today most of the semi urban rural households
have most of the consumer durables at home and the next addition to the
same is Induction Stove. The use of electrical gadgets at the rural households
is due to the rural electrification activities taken by the government of India.
The state of Himachal Pradesh is 99.9 % electrified with total 17495 villages
out of which 17480 villages are electrified as on 31-07-2013 (According to
Ministry of Power Central Electricity Authority). The use of Induction stove
has increased due to the easily mobility of the Induction Stove from one place
to another and also use of it removes the waiting time for the LPG Gas and bio
fuel or other local fuel for cooking for other activities at home. Induction stove
leaves no residue and easy use by the most of the age groups pushes the use of
Induction stove at homes in the rural households of Himachal Pradesh.

LITERATURE -7
Rural and Urban Consumer Buying Behaviour with Special Reference to
Durable Goods: a Literature Survey
The determinants of consumer buying behaviour in rural India. The aim of the
author was to understand the magnitude of rural markets as well as analyse
the determinants of rural buying behaviour. The author concluded that the
rural consumer’s characteristics are different from their urban counter parts.
This calls for different marketing strategies to be adopted by marketers.
Marketing plays an important role in business and marketers have to consider
the costumer as king. It requires them to identify the needs of consumers,
develop products and plan their marketing strategies accordingly to become
successful.
 LITERATURE -8
To study rural consumer behaviour towards consumer durable goods in
India.
In this his literature review the main aim is to study rural consumer
behaviour towards consumer durable goods in India. The author mentioned in
his study that the various changes taking place in terms of changing lifestyle,
increased disposable income, better awareness of products, affordability in
terms of pricing the products has led to the increasing demand for durable
goods. The author concluded that in order to be successful in rural markets,
companies have to adopt certain marketing strategies that are tailor made for
the rural regions like modifying products for rural markets, customise
promotional activities, organising fairs and exhibitions to develop a sense of
awareness among rural consumers., establishing customer care centres to
provide adequate information to the rural consumers etc. The results show
that price is an important factor in buying process of consumers, personal
sources is an important source of information. The purchase of durables
depends on the economic status of the consumers.

LITERATURE -9
To study of the purchase pattern of consumer durables.
This literature is conducted an empirical study of the purchase pattern of
consumer durables. The author adopted convenience sampling method to
obtain responses from 100 respondents. The findings revealed factors like
brand name, warrantee and guarantee, price and after sale service play an
important role in decision making process of rural consumers, role of
television as a media and influence of reference groups like friends,
neighbours, and relatives were found to have an influence in the purchase of
durable goods. It was also found that the consumers in this region were not
brand loyal and prefer. This literature also assessed the comparison of rural
and urban buying of consumer durables. A survey of 411 respondents was
selected based on convenience sampling. The findings revealed there was no
significant variation between urban and rural consumers in purchase timing,
number of items, planning duration before purchases. It was seen that habitat
has a relationship with income for the timing of purchase of durables like
television, refrigerator and there is no significant relationship between habitat
and income in terms of duration at the time of planning before making
purchases of television or refrigerator.

LITERATURE -10
study consumer behaviour in rural marketing.
This literature aimed to study consumer behaviour in rural marketing. The
authors concluded that the study gives a new facet that provides an overall
framework that will help marketers understand, integrate and apply
consumer behaviour in Indian rural marketing context. The authors further
mentioned that marketing in the rural context is different from that of the
urban markets. It becomes important for marketers to take advantage of
similarities that exist in the rural markets. as these markets are heterogeneous
markets, marketers have to adopt different strategies to market to the rural
consumers. the urban and rural consumers vary in terms of attitude,
sophistication and consumption pattern therefore marketers have to work a
lot harder to sell their products in rural markets. It also assessed the
antecedents of buying behaviour in the Indian rural markets. The author
conducted a study in 32 districts of Tamil Nadu, India. A survey of 600
respondents was done to collect responses. The author collected data through
structured interview; the various constructs used were buying intentions,
desire, attitude, information search, perceived utility, perceived risk, social
norms, family orientation. The author concluded by finding that factors like
social norms and family orientation have a strong influence in the decision
making of consumers, whilst factors like perceived utility and perceived risk
have a moderate influence on the attitude of consumers purchase decisions.

LITERATURE -11
Rural consumer buying behaviour and brand consciousness about
durable goods.
In this literature we studied rural consumer buying behaviour and brand
consciousness about durable goods. The study mentioned various factors like
increase in Srusti Management Review, awareness of product and
affordability has brought about changes in the rural consumption patterns in
the consumer durables market. The findings of the study revealed that amidst
the various consumer durables television and mobile phones play an
important role and customers in the rural market are becoming more brand
conscious as well as look at the price and avail discounts. The consumption
patterns in the age wise analysis revealed that age group between 21-50 are
more dominating. The author concluded that marketers need to customise
their offerings/products as per the customer’s preference, as customers are
considered the king and also utilise various forms of media to communicate to
the customers. therefore, a marketer who is able to develop strategies as per
the needs of the customers in rural markets are likely to be more successful.

LITERATURE -12
Marketing Consumer Durables in Indian Rural Market
In the Indian rural marketing context, the most dominant literature is on
marketing of agricultural products to the urban areas. There is lack in focused
literature to guide a practicing or potential manager in the development of
effective strategies for consumer durables in Indian rural market. According to
Pradeep Kashyap, the pro-rural government initiatives and schemes, rapid
rural infrastructure development, good monsoons and increase in the
minimum support price for food grains have enhanced incomes and fuelled
rural growth. Rapid electrification has led to enhanced economic activity in
rural areas. Improved internet connectivity and rapid spread of TVs and
mobile phones have led to higher awareness levels among rural consumers.
Companies have responded by customizing products for rural consumers as
well as innovated new communication and distribution channels. Balarama
Dogra and Karminder Ghuman believe, corporate world needs to realize that
to be successful in the rural market, they must go in with a clear long-term
strategy. Short term promotional efforts may not deliver the desired results on
a sustained basis in the rural areas. Demographic profiles and spending
patterns in rural India too are changing and marketers have to junk their old
perception about rural India. Thus, need to formulate a well-designed strategy
to feel the pulse and to tackle the mystic rural market. U C Mathur suggests
that the rural marketers would do well to study the rural environment, its
cultural ambience, religious ethos and its age-old value system, before
embarking on full-scale planning of rural marketing. Marketers of today must
realize that a wrong move in rural market can send their organization
completely out of gear. A comprehensive understanding of rural markets can
be helpful in earning rich dividends by bringing continued profitable sales and
success for the organization.

LITERATURE -13
A Study on Rural Consumers Satisfaction towards Durable Goods in
Erode District
This literature conducted a study on Consumer preference and satisfaction
towards Mobile Phone service in Pondicherry town. The Telecom industry is
one of the leading and the fastest growing in the world as communication
plays a vital role in the world as a major catalyst for the economic growth. A
total of 200 samples have been collected by using the simple random sampling
method. For the study, both the primary and secondary data is collected. The
primary data for the study is collected directly from target Respondents
through structured questionnaire. The study reveals that Airtel is the
dominant leading mobile service provider in our Puducherry town and other
service providers try to improve their services among the A Study On Rural
Consumers Satisfaction Towards Durable Goods.

The study on customer satisfaction on two wheelers with a special reference

to TVS XL in Theni District. To conclude that two-wheeler brands have taken
necessary promotional activities to increase their demand by introducing new
models. In olden days the people used only the bicycle and rarely used the two
wheelers. But now a days each and every one has got the two-wheeler in
Theni district. Most of the respondents prefer the TVS XL for their riding
comfort and satisfied with their services.

LITERATURE -14
Consumer Durables Rural India calling
It is Conducted a study on consumer satisfaction of advertisement and
purchase decision with special reference to Hero Motors in Salem City. This
research project which was primarily aimed at determining the effect at the
various attributes of the advertisement in determining the volume of sales in
the outlet eventually arrived at the fact that a clear demarcation cannot be
made in identifying the factors influencing sales of both the performance and
the underperformance advertisement. More emphasis should be given on the
direct determinants of sales like the pamphlets, the point of purchase items
like the banners, stickers, name boards etc, the customer executives should
take due care to check whether the articles reach the retail outlets and are
displayed as per the standards set by the company.

LITERATURE -15
A study on consumer satisfaction towards TVS motors with a special
reference to Guntur city.
The study reveals in India the two-wheeler industry has acquired new heights
during the last five years with heavy competition and inception of the state of
the art and changes in technology. The owner of two wheelers have now a
wide choice of models. In India, generally in urban areas, two-wheeler is used
for various purposes of connecting work like visiting people, carrying loads,
outdoor jobs like selling etc. In Rural areas it enables people to travel more
frequently to nearby towns for their daily needs. In other words, it has also
become a valuable support for increasing productivity and profits, as well as
for personal transportation. Two wheelers in usage are of three types mopeds,
Scooters & motor cycles.

LITERATURE -16
A study of consumer buying behaviour towards durable product
The review of the earlier studies and the observations of the researchers help
in evaluating the strength and weakness of the concepts used earlier. As a
result, it is a prerequisite review those studies and specifies appropriate
concepts as applicable to the present study.
Singh and Singh in his article entitled “A Study of Brand Loyalty in India”,
found that consumers had single or multi-brand loyalty based on the nature of
product, such as necessities or luxuries.
Joshi in his article entitled “Food Purchasing Habits and Consumer Awareness
among Rural and Urban Housewives”, identifies that majority of the urban
respondents purchased the groceries such as cereals, pulses , oil, spices and
sugar on monthly basis. On the other, perishables such as fruits, eggs and meat
were purchased once a week and milk was purchased daily.
Nirmala in his article entitled “A Study on Brand Loyalty and Brand Preference
towards Health Leverages in Coimbatore City”, studied the brand loyalty
towards a particular brand and usage period of that particular brand. It was
found that the consumers emphasized more to quality though rate was high.
Deepak Halan in his article entitled “Rural Marketing: is a Different Ballgame”,
point out the many rural consumers were daily wage earners and it made
sense to package products in smaller units or offer low-priced variants for
rural markets. In rural, many brands had to compete.

LITERATURE -17
CONSUMER BEHAVIOUR ON CONSUMER DURABLES WITH REFERENCE TO
BIJAPUR DISTRICT
Large numbers of research studies have been conducted on consumer
behaviour both in India and abroad. The studies have covered both durables
and non durables goods. The available literature on selected topic reveals that
research studies on consumer behaviour date back to early fifties up to the
present period. An attempt is made here review some selected works on
consumer behaviours on consumer durables.
“Impact of advertising on consumer durables markets: A study of Refrigerator
consumer”, in this study a ranking/importance of refrigerator among other
consumer durables is studied. Study of 200 owners of Alwin refrigerator in the
twin cities of Hyderabad and Secunderabad and Districts of Nizamabad and
Karimnagar in Andhra Pradesh indicates that a very positive impact of
advertising is found on the consumer durables market.
“The consumer durable replacement buyer”, and found that replacements
account for a substantial portion of the sale of consumer durables in the U S.
Results of replacement of automobiles indicate that “early” replacement
buyers are more concerned with styling and image and less concerned with
costs than “late” replacement buyers.
It focused on tracing and identifying the elements in consumer decision-
making; the research has studied 200 urban workingwomen belonging to
different occupation, educational and income groups. Study observed
television as a major source of information, for 65.5% consumers. While group
forces affect 50% respondents. Surprisingly 45%-employed women still feel
radio as a source of information.

LITERATURE -18
Consumer Brand Preference for Consumer Durable Goods With
Reference to Lucknow District
In the version of their model with endogenous quality choice it is difficult for
the low-quality firm to soften competition by lowering the quality of its
product. This leads to less vertical differentiation than would arise in a market
for nondurable goods. Whereas redefining the customer satisfaction Zeithaml
et al. emphatically mentioned that companies should first examine the impact
of service quality on customers’ responses by asking them the following
questions: What is the level of quality a supplier must deliver in order to keep
the customer; what would encourage the customer to recommend the
supplier; what factors would reduce the likelihood of a customer spreading
negative worth-of-mouth; and should the supplier focus on proactive service
improvements or on complaint handling in order to keep the customer. Before
the shift in focus towards brand s and the brand building process, brands were
just another step in the whole process of marketing to sell products. “For a
long time, the brand has been treated in an off-hand fashion as a part of the
product”. Kotler mentions branding as “a major issue in product strategy”. As
the brand was only part of the product, the communication strategy worked
towards exposing the brand and creating brand image. Four factors combine
in the mind of the consumer to determine the perceived value of the brand:
brand awareness; the level of perceived quality compared to competitors; the
level of confidence, of significance, of empathy, of liking; and the richness and
attractiveness of the images conjured up by the brand. According to Keller,
brand awareness consists of brand recognition -the “consumer’s ability to
confirm prior exposure to the brand when given a brand as a cue. On the other
hand, “brand image is created by marketing programs that link strong,
favourable, and unique associations to the brand in the memory.

LITERATURE -19
THE INDIAN CONSUMER DURABLE MARKET AND AN ANALYSIS OF
DEMAND PATTERN FOR MAJOR DURABLES
Cramer (1962) using the Dutch data fitted the logistic growth curve to know
the pattern of demand for refrigerator, washing machine, water heaters,
vacuum cleaner etc. and observed that the demand for these items are
restricted to highest income groups. Unit price of the durables shows no
systematic variation in the demand for these durables. Author has estimated
both logit and probit models incorporating some important determinants of
demand for major and minor durables. He has explored the effect of some of
the important determinants of demand for durables; estimated the threshold
level of income and probabilities for acquiring durables and diffusion of these
durables among different occupation group of households in Orissa. Sarangi et
al. has estimated the diffusion of major and minor durables by using both
qualitative and quantitative determinants in a business town of Odisha state.
The result proved various factors affecting on the demand of durables. There
is a growing body of literature on time-series and cross-section studies on
durables in marketing research but we rarely find studies on demand for
household durables.

LITERATURE -20
A Study on Rural Consumers Satisfaction towards Durable Goods
The economic growth in India’s agriculture sector in last year was over 10%,
compared with 8.5 % in the industrial sector. This implies a huge market
potentiality for the market to meet up increasing demand. Factors such as
village psyche, strong distribution network and the market awareness are few
prerequisites for making a dent in the rural market. the model is of the stolid
Anglo- Dutch conglomerate unilever group, which has enjoyed a century- long
presence in India through its subsidiary Hindustan Lever Ltd. It was
Hindustan lever that several year ago popularized the idea of selling its
products in tiny packages. Its sachets of detergent and shampoo are in great
demand in Indian villages. Britannia with its low-priced Tiger brand biscuits
has become some of the success story in rural marketing.