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 1

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PRINCIPLES OF MARKETING
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 3

fo"k; lwph

v/;k; 1 foi.ku 5
v/;k; 2 foi.ku fopkj 20
v/;k; 3 foi.ku feJ.k 37
v/;k; 4 foi.ku i;kZoj.k 41
v/;k; 5 Øsrk O;ogkj 65
v/;k; 6 cktkj foHkfDrdj.k 84
v/;k; 7 oLrq fu;kstu ,oa fodkl 95
v/;k; 8 mRikn igpku 135
v/;k; 9 mRikn thou pØ
m 152
v/;k; 10 dher fu/kkZj.k
o 168

.c
v/;k; 11 forj.k okfgdk,¡ 194
v/;k; 12 Fkksd forj.k 220
v/;k; 13 QqVdj forj.k
a 231

m
v/;k; 14 HkkSfrd forj.k 242
v/;k; foi.ku lapkj lafeJ ;k lao/kZu lafeJ
a
15 249
v/;k; 16 foKkiu 258
v/;k; 17 foKkiu izfr n 287
v/;k; 18 oS;fDrd foØ;
y 297
v/;k; 19 foØ; lao)Zu
d 318

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4

SYLLABUS

Paper-5: Principles of Marketing

Max.: Marks: 100

Time: 3 Hours

Note: Ten questions shall be set in the question paper covering the whole syllabus. The candidates will be
required to attempt any five questions.

Introduction: Nature and scope of marketing; Importance of marketing as a business function, and in the
economy; Marketing concepts-traditional and modern: Selling vs. marketing, marketing mix; Marketing
environment.

Consumer Behaviour and Market Segmentation: Nature, scope, and significance of consumer behaviour;
Market segmentation – concept and importance; Bases for market segmentation.

Product: Concept of product, consumer, and industrial goods; Product planning and development; Packaging-

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role and functions; Brand name and trade market; after-sales service; Product life cycle concept.

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Price: Importance of price in the marketing mix; Factors affecting price of a product/service; Discounts and

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rebates.

Distribution Channels and Physical Distribution: Distribution channels-concept and role; Types of distribu-

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tion channels; Factors affecting choice of a distribution channel; Retailer and wholesaler; Physical distribution of
goods; transportation; Warehousing; Inventory control; Order processing.

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Promotion: Methods of promotion; Optimum Promotion Mix; Advertising Media-, Their relative merits and

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limitations, characteristics of an effective advertisement, Personal Selling, Publicity: Sales promotion and public
relations.

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foi.ku 5

v/;k;&1
foi.ku
(Marketing)
foi.ku dk vFkZ ,oa mldh ifjHkk"kk,¡
(Meaning of Marketing and its Definitions)
O;ogkj esa ^foi.ku* dh gj O;fDr us viuh fLFkfr] ;ksX;rk] in vko';drk ,oa okrkoj.k ds lUnHkZ esa le>us dh ps"Bk
dh gSA vusd miHkksDrkvksa us bls ^'kkfiax* dk i;kZ;okph ekuk gS rks foØsrkvksa us ^foØ;* dkA vusd xzkeh.k fdlkuksa us

m
bls foi.ku lgdkjh lfefr;ksa ds :i esa ns[kk gS rks mRiknu bfUtfu;lZ us mRikn&fMtkbu ds vfHkdYiu ,oa fdLe
fu/kkZj.k ds :i esa vusd foHkkxh; Hk.Mkjksa ds izca/kdksa us bls ^QqVdj foØ;* dgk gS rks foKkiu vf/k'kkfl;ksa us ^foKkiu*]
o
tcfd okLrfodrk esa ^foi.ku* Ø;&foØ; foi.ku lgdkjh lfefr;ksa mRiknu&fMtkbu ds vfHkdYiu ,o fdLe fu/kkZj.k]

.c
QqVdj foØ;] foKkiu vkfn ls dgha vf/kd ,slk O;kid fopkj ,oa fØ;k {ks=k gS ftleas oLrqvksa ,o lsokvksa ds mRiknu
ls igys fd fØ;kvkas ls yxkdj muds forj.k ,oa muds lEcU/k esa vo';d foØ;ksijkUr lsok,¡ rd lfEefyr gksrh gSaA

a
lk/kkj.kr;k foi.ku dk vFkZ oLrqvksa ds Ø; ,oa foØ; ls yxk;k tkrk gS ysfdu foi.ku fo'ks"kK bldk vFkZ oLrqvksa ds
Ø; ,oa foØ; rd lhfer ugha djrs cfYd Ø; ,oa foØ; ls iwoZ ,oa i'pkr dh fØ;kvkas dks Hkh bldk vax ekurs gSaA
dqN fo}ku rks Ø; ,oa foØ; ds vfrfjDr lekftd mÙkjnkf;Ro fuHkkus dks Hkh foi.ku dk ,d izew[k dk;Z ekudj foi.ku
m
dk vFkZ yxkrs gSaA vr% geus v/;;u dh lqfo/kk ds fy, foi.ku ds vFkZ dh O;k[;k djus okys fo}kuksa dks nks Hkkxksa esa
ck¡V fn;k gSA
a
iqjkuh fopkj/kkjk okys ;k ladh.kZ vFkZ okys
n
(i)
(ii) uohu fopkj/kkjk okys ;k foLr`r vFkZ okys
(i)
y
foi.ku lEcUèkh iqjkuh fopkj/kkjk (Old Concept of Marketing)& izkphu fopkjèkkjk esa foi.ku ds vUrxZr os lHkh

d
fØ;k,a lfEefyr dh tkrh Fkh tks oLrqvksa dks mRiknu dsUæksa ls mBkdj mudks miHkksDrkvkas rd igqapkus ds fy,
dh tkrh gSA bl :i esa blds vUrxZr Ø;] foKkiu] laxzg] ;krk;kr] Js.khdj.k vkfn fØ;k,¡ vk tkrh FkhA foi.ku
u
lEcUèkh iqjkuh o ladh.kZ fopkj/kkjk esa fuEu fo}kuksa }kjk nh xbZ ifjHk"kkvksa dks ys ldrs gSa % &

t
(1) izks- ikby (Pyle) ds er esa ^^foi.ku esa Ø; ,oa foØ; nksuksa gh fØ;k,a 'kkfey gksrh gS**] ¼bldk vFkZ ;g gS fd foi.ku

S
esa dsoy Ø; ,o foØ; fØ;kvksa dk gh vè;;u fd;k tkrk gS] 'ks"k vU; fØ;k,a tSls] ifjogu Hk.Mkj] foÙk O;oLFkk]
tksf[ke vkfn foi.ku dh ifjHkk"kk ds vUrxZr ugha vkrsA
(2) ,MoMZ (Edverd) ,oa MsfoM (David) ds vuqlkj] ^^foi.ku ,d vkfFkZd jhfr gS ftlds }kjk oLrqvksa o lsokvksa dks
cnyk tkrk gS rFkk ewY; eqæk esa r; fd, tkrs gSa** ¼okLro esa foi.ku ,d jhfr gS ftlds }kjk oLrqvksa ,oa lsokvksa
dks cnyk tkrk gS rFkk bls cnyus ds fy, mu oLrqvksa ,oa lsokvksa ds ewY; blds }kjk fuèkkZfjr fd, tkrs gSa½A
(3) Vkmlys] DykdZ ,oa DykdZ ds vuqlkj ^^foi.ku esa os lHkh iz;Ru 'kkfey gSa tks oLrqvksa vkSj lsokvksa ds LokfeRo
gLrkrj.k dks izHkkfor djrs gSa vkSj muds HkkSfrd forj.k dh O;oLFkk djrs gSaA**
(4) vesfjdu ekdsZfVax ,lksfl;s'ku ds vuqlkj] foi.ku mu O;kolkf;d fØ;kvksa dk fu"iknu gS tks fd oLrqvksa ,oa
lsokvksa ds izokg dks mRiknd ls miHkksDrkvksa vFkok mi;ksxdrkZvkas dh vksj funsZf'kr djrk gSA1

1
Marketing is concerned with all the resources and activities involved in the flow of goods and services from
producer to consumer."
- American Marketing Association.
6 foi.ku ds fl)kUr

foi.ku dh ;g ifjHkk"kk yEcs le; rd ekU; ,oa izpfyr jgh gS] fdUrq bls fuEu dkj.kksa ls ladh.kZ vkSj ijEijkxr
ekuk x;k gS %
(i) ;g foi.ku ds lexz fopkj dks izLrqr ugha djrh gSA ;g rks dsoy foi.ku ds vkfFkZd vkSj HkkSfrd igyw ¼tks fd
oLrqvksa ,oa lsokvksa ds fooj.k ls lEc) gS ½ ij cy nsrh gS vkSj ekuoh; vko';drkvksa dh lUrqf"V rFkk foi.ku
esa lfUufgr izcUèkdh; fu.kZ;ksa ls lEc) foi.ku ds ekufld igyw dh mis{kk djrh gSA
(ii) ;g foi.ku ds {ks=k dks ladqfpr dj nsrh gSA bl ifjHkk"kk ds vuqlkj oLrqvkas ,oa lsokvksa ds mRiknu ls yxkdj
forj.k rd dh fØ;k;sa gh foi.ku esa lfEefyr gksrh gSa tcfd mRiknu ls iwoZ ,oa forj.k ds ckn dh fØ;k;sa Hkh
foi.ku esa lfEefyr dh tkuh pkfg,A
(iii) ;g mRiknksUeq[kh (Production oriented) gS] xzkgdksUeq[kh (Customer oriented) ughaA ;g ifjHkk"kk cktkj&vuqlUèkkuksa
,oa xzkgd&vuqlU/kkuksa dks foi.ku fØ;k&dykiksa dk vax ugha ekurh gS vkSj bl n'kZu ij vk/kkfjr gS fd
mRiknd&foØsrk ;g Hkyh&Hkk¡fr tkurs gSa fd miHkksDrk ds fy, D;k vPNk gS vkSj mls fdl oLrq dh t:jr gSA2
(iv) bl ifjHkk"kk ls izcUèkd ds foi.ku lEcU/kh nkf;Roksa dk Kku ugha gksrkA
(5) duolZ] áwts ,oa fepsy ds vuqlkj] ^^foi.ku ls vk'k; mu fØ;kvksa ls gS tks oLrqvksa ,oa lsokvksa dks mRiknu ls
miHkksx rd izokfgr djrh gSA
m
o
(6) àhyj ds vuqlkj ^^foi.ku mu leLr lalk/kuksa ,oa fØ;kvksa ls lEcfU/kr gS ftuls oLrq;sa rFkk lsok;sa mRiknu ls
miHkksDrk rd igq¡prh gSA**1

.c
vesfjdu ekdsZfVax ,lksfl;s'ku dh ifjHkk"kk ftu nks"kksa ls xzLr gS] muls fepsy] DykdZ] ik;ys] àhyj vfn dh
ifjHkk"kk,¡ Hkh xzLr gSaA
foLr`r vFkZ okyh ifjHkk"kk,¡ (Definitions in Broad Sense) a;k uohu fopkj/kkjk okys
(1) m
ihVj ,Q- Mªdj ds vuqlkj ^^foi.ku ,d izfØ;k gS tks fdlh lalk/ku ,oa fof'k"V Kku dks foif.k LFkku ij vkfFkZd
ewY; okys ;ksxnku esa ifjofrZr djrh gSA**2
a
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;g ifjHkk"kk lkektkfFkZd n`f"Vdks.k dks izLrqr djrh gS vkSj foi.ku dks ,slh izfØ;k ekurh gS tks vkfFkZd ewY;
okyh oLrqvksa ,oa lsokvksa dk fuekZ.k rFkk forj.k djrh gS vkSj bl dk;Z gsrq lkekftd lk/kuksa ,oa Kku dks dke
esa ysrh gSA y
(2)
d
ikWy etwj ds vuqlkj] ^^foi.ku dk vFkZ lekt dks thou&Lrj iznku djuk gSA**3

u
foi.ku dh ;g ifjHkk"kk dkQh y?kq gS] fdUrq lkFk gh ljy ,oa lkekftd Hkh ;g lkekftd lUrqf"V ds l`tu dks

t
foi.ku dk dk;Z ekurh gSA ;g miHkksDrk&izèkku vFkok xzkgdksUeq[kh gS vkSj foi.ku dks lkekftd&vkfFkZd {ks=k ls

S
lEc) djrh gSA brus ij Hkh ;g foi.ku fØ;k&dykiksa dh izÑfr dks Li"V djus esa l{ke ugha gSA
(3) izks- ekYde eWdus;j ds vuqlkj] ^^foi.ku ls vk'k; lekt ds fy;s thou&Lrj dk fuekZ.k djus rFkk lekt dks
mldh lqiqnZxh djus ls gSA**4

2
"Marketing is a process which converts a resource, distinct knowledge into a contribution of economic value in the market
place."
- Peter F. Drucker "The Practice of Management", 1954, p. 91.
3
" Marketing is the delivery of a standard of living.
-Paul Mazur, The Standards We Raise" (1953) pp. 18-28, Quoted from,
"Management in-marketing," Laza and Corbin, p. 71.
4
" Marketing is the creation and delivery of standard of living".
- Prof. Malcom MC Nair, Quoted from "Fundamentals of Marketing, W. J.
Stanton, p. 5. Fourth edition 1975, McGraw Hill Kogakusha Ltd. Tokyo.
foi.ku 7

;g ifjHkk"kk ikWy etwj dh ifjHkk"kk ij ,d lq/kkj gSA ;g foi.ku {ks=k esa mu lHkh fØ;kvksa dks lekfo"V djrh
gS] tks lekt ds fy;s thou&Lrj ds fuekZ.k ,oa mldh lqiqnZxh ls lEcU/k j[krh gSA bl ifjHkk"kk us O;olk; dks
lektksUeq[kh cuk fn;k gSA ;g ifjHkk"kk crykrh gS fd foi.ku ds fodkl ds lkFk lekt dk thou&Lrj] le`f)
,oa [kq'kgkyh tqM+h gqbZ gSA ;g ifjHkk"kk mRiknu] forj.k] Ø;&'kfDr vkSj lkekftd ewY;ksa esa lh/kk lEcU/k LFkkfir
djrh gSA brus ij Hkh ;g ifjHkk"kk rduhdh n`f"V ls foi.ku dh izÑfr] mlds fof'k"V fØ;k&dykiksa ,oa mlds
lok±xh.k igyqvksa ij izdk'k ugha Mkyrh gSA
(4) gSUlu ds vuqlkj] ^^foi.ku miHkksDrkvksa dh bPNkvkas dks ekywe djus] mUgsa fof'k"V oLrqvksa ,oa mRiknksa esa ifjofrZr
djus vkSj rnqijkUr mu oLrqvksa ,oa lsokvksa ds tfj;s vfèkdkf/kd miHkksDrkvksa ds mi;ksx dks lEHko cukus dh izfØ;k
gSA**5
gSUlu dh ifjHkk"kk miHkksDrk&iz/kku gS vkSj crykrh gS fd foi.ku izfØ;k miHkksDrk dh bPNkvksa dh [kkst ds lkFk
izkjEHk gksrh gS rFkk mudh lUrqf"V ds lkFk lekIr gksrh gSA ekuoh; bPNkvksa ds tUe ,oa lUrqf"V dk pØ fujUrj
pyrk jgrk gSA blfy, foi.ku izfØ;k Hkh vuojr pyrh jgrh gSA
(5) dkSfUly vkWQ fn bULVhV~;wV vkWQ ekdsZfVax] ;w- ds- ds vuqlkj ^^foi.ku og izcU/k&dk;Z gS tks dEiuh }kjk fuèkkZfjr
mís';ksa ;k ykHk&y{;ksa dh izkfIr ds fy;s mu leLr O;kolkf;d fØ;kvksa dk laxBu ,oa funsZ'ku djrk gS tks fd
fof'k"V mRikn vFkok lsok ds fy;s xzkgd dh Ø;&'kfDr dk vuqeku yxkus ,oa mldks izHkkoh ekax esa cnyus rFkk m
mRikn vFkok lsok dks vfUre miHkksDrk ;k iz;ksDrk rd igqapkus ls lEcUèk j[krh gSA**6
o
.c
;g ifjHkk"kk fuEu xq.kksa ls ;qDr gS % &
(i) izcU/k rFkk izcU/kdksa ij cy nsrh gSA
(ii) foi.ku rduhdksa dks vko';d O;kolkf;d fØ;k&dykiksa ls lEc) djrh gSA
(iii) dEiuh ds y{;ksa ,oa foi.ku&y{;ksa ds e/; izxk<+ lEcU/k LFkkfir djrh gSA a
(iv) foi.ku ds izcU/kdh; Lo:i ,oa foi.ku&izfØ;k ds Lo:i esa vUrj crykrh gSA
m
a
(6) dafMQ] fLVy ,oa xksoksuh ds vuqlkj] ^^foi.ku og izcU/kdh; izfØ;k gS ftlds }kjk cktkjksa dh t:jrksa ds vuq:i
mRikn cuk;s tkrs gSa vkSj muds LokfeRo dk gLrkUrj.k fd;k tkrk gSA**7
n
;g ifjHkk"kk foi.ku dh nks egÙoiw.kZ ckrksa ij izdk'k Mkyrh gS &
(i)
y
foi.ku cktkj ,oa mRikn dh vUrfuZHkZjrk dks crykus okyk fØ;k{ks=k gS] rFkk

d
(ii) foi.ku ds fy, oLrqvksa ,oa lsokvksa ds LokfeRo dk gLrkUrj.k t:jh gS vkSj foi.ku }kjk og lEiUu gksrk gSa

u
bl ifjHkk"kk ds ys[kdksa dk dguk gS fd ^^foi.ku ,oa mRiknu fØ;k;sa ijLij lEc) gSaA ge mUgha oLrqvksa dk

t
foi.ku dj ldrs gSa ftUgsa mRikfnr fd;k tk ldrk gS vkSj gesa mUgha oLrqvksa dk mRiknu djuk pkfg, ftUgsa cktkj
esa cspk tk ldrk gksA** 8
S
5
"Marketing is the process of discovering and translating consumer wants into product and service specification and then in turn
helping make it possible for more and more consumers to enjoy more of these products and services."
– Hansen
6
Marketing is " the managment function which organises and dircets all these activites involved in assessing and converting customer
purchasing power into effetive demand for a specific product of service and in moving the product or service to the final consummer or user
so as to achieve the profit target of other objectives set by a company.' - Council codifies a new definition of marketing, an article published
in 'Marketing' Oct. 1966, p. 1285.
7
"Marketing is the managerial process by which products are matched with markets and through which transfers of ownership are effected."
- Edward W. Cundiff, R. R. Still and N. A. P.
Govoni, "Fundamentals of Modern Marketing, "1974 p. s. phi
8
Ibid, p. 5
8 foi.ku ds fl)kUr

bl çdkj foi.ku og çfØ;k gS tks mRiknu] forj.k ,oa miHkksx esa ikjLifjd lEcU/k LFkkfir djrh gSA
(7) LVsUVu ds vuqlkj] ^^foi.ku mu vUrfØZ;k'khy O;kolkf;d izfØ;kvksa dh lEiw.kZ iz.kkyh gS tks orZeku ,oa lEHkkfor
xzkgdksa dh vko';drkvksa dks lUrq"V djus okys mRiknksa ,oa lsokvksa dh ;kstuk cukus] dher fu/kkZfjr djus] fodkl
djus rFkk mudk forj.k djus ls lEcU/k j[krh gSA**9
LVsUVu fy[krs gSa fd bl ifjHkk"kk esa fuEu fo'ks"krk,¡ gSa % &
(i) ;g oS/kkfud vFkok vkfFkZd ifjHkk"kk ugha gS] cfYd izcU/kdh; ifjHkk"kk gSA
(ii) ;g miHkksDrk&iz/kku (Consumer oriented) gS vkSj xzkgdksa dh vko';drkvkas dks izHkkoh <ax ls igpkuus vkSj mudks
lUrq"V djus ij cy nsrh gSA
(iii) ;g foi.ku dks ,d xfr'khy] lexz ,oa ,dhÑr O;kolkf;d izfØ;k crykrh gSA ;g Li"V djrh gS fd foi.ku
mu O;kolkf;d fØ;kvksa dh lexz iz.kkyh gS tks ijLij fØ;k'khy gSa] ,d&nwljs ij izHkko Mkyus okyh gSa rFkk
,d&nwljs dk ifj.kke gSA bl izdkj] foi.ku Lo;a esa dksbZ fØ;k u gksdj dbZ fØ;kvksa dh vUrfØZ;k'khyrk dk
ifj.kke gSA
(iv) foi.ku dk;ZØe mRikn&fopkj ds lkFk gh 'kq: gksrk gS vkSj rc rd lekIr ugha gksrk gS] tc rd fd xzkgdksa dh
vko';drk,¡ iwjh rjg ls lUrq"V ugha gks tkrh gSaA
(v) ;g ifjHkk"kk crykrh gS fd lQyrk ds fy, foi.ku }kjk nh?kZdky esa vf/kdre ykHkizn foØ; ¼ftldh uhao
xzkgd&lUrqf"V ij vk/kkfjr gks½ fd;k tkuk pkfg,A foi.ku dk;ZØe dks U;wure ykxr ij iw.kZ izHkko'khyrk ds m
lkFk ykxw fd;k tkuk pkfg,A
o
.c
foi.ku dks foLr`r n`f"Vdks.k ls ns[krs gq, LVsUVu us fy[kk gS fd foi.ku dsoy ek=k ,d O;kolkf;d fofue; fØ;k
gh ugha gS cfYd ,d lkekftd fofue; fØ;k Hkh gSA

a
(8) fQfyi dksVyj ds vuqlkj ^^foi.ku ;g ekuoh; fØ;k gS tks fofue; izfØ;kvksa ds tfj;s vko';drkvksa ,oa
bPNkvksa dh lUrqf"V dh vksj funsZf'kr dh tkrh gSA**10

m
mijksDr ifjHkk"kk esa dksVyj us foi.ku dks rhu n`f"Vdks.kksa ls ns[kk gS &
(i)
a
foi.ku ,d fo|k ds :i esa (Marketing as a Discipline) foi.ku ,d fo|k gS tks mu ekuoh; fØ;kvksa o laLFkkvksa
ls lEcfU/kr gS tks foi.ku izfØ;kvksa }kjk oLrqvksa rFkk lsokvksa dks miyC/k djrh gSA
n
(ii) foi.ku ,d m|ksx ds :i esa (Marketing as a craft) & foi.ku fofue; O;ogkjksa (Transactions) dk izcU/k gS

y
ftldk eq[; mís'; foi.kdksa ds y{;ksa dks iwjk djuk gSA O;kolkf;d laxBu ds vykok ikjLifjd ykHkkFkZ la?k]
lsok laxBu rFkk tulsoh lfefr;ksa ds O;ogkj Hkh foi.ku ds {ks=k esa lfEefyr gSaA
d
(iii) foi.ku ,d n'kZu ds :i esa (Marketing as a Philosophy) & foi.ku ,d n'kZu gS tks ekuoh; vko';drkvksa ds

u
fu/kkZj.k] iwfrZ ,oa lUrqf"V ls foi.ku lEca/kh iz;Ruksa dks tksM+rk gSA

t
mi;qZDr foospu ls Li"V gS fd foi.ku mu leLr fØ;k&dykiksa dk v/;;u gS ftudk mís'; O;fDrxr vkSj
laLFkkxr miHkksDrkvksa dh bPNkvkas dks tkx`r djuk] vko';drkvksa dk irk yxkuk rFkk mudh iwfrZ o lUrqf"V
S
gsrq izR;{k vFkok vizR;{k fofue; lEcU/k ds vk/kkj ij oLrq ,oa lsok,a iznku dj iwoZ fu/kkZfjr y{;ksa dks izkIr
djuk gSA

foi.ku dh izÑfr ,oa fofHkUu n`f"Vdks.k

(Nature of Marketing and Various Approaches)
foi.ku dh izÑfr dks Li"V djus okys dqN izeq[k n`f"Vdks.k fuEufyf[kr gSa &
(i) oLrqvksa ,oa lsokvksa dk fooj.k n`f"Vdks.k (Distribution of Goods and Services Approach): ;g foi.ku dk
ijEijkxr n`f"Vdks.k gS A bls oLrqxr n`f"Vdks.k (Commodity Approach) Hkh dgrs gSaA ;g crykrk gS fd foi.ku

9
"Marketing is a total systems of interacting business activities designed to plan, price, promote and distribute want satisfying products and
services to persent potential customers.". W. J. Stanton, op cit, p. 5
10
Phillip Kotler : " Defining the limits of Marketing" Marketing education and Real World published by AMA Fall 1972.
foi.ku 9

ls vk'k; mu O;kolkf;d fØ;k&dykiksa ds fu"iknu ls gS tks mRiknksa vkSj lsokvksa dks mRikndksa ls miHkksDrkvksa
vFkok ç;ksDrkvksa rd igq¡prs gSaA vesfjdu ekdsZfVax ,lksfl;s'ku dh ifjHkk"kk foi.ku ds bl n`f"Vdks.k dk
izfrfufèkRo djrh gSA ;g n`f"Vdks.k foi.ku dks ,d xfr (Motion) ekurk gS] D;ksafd lEiw.kZ foi.ku izfØ;k ds
lapkyu ls oLrq,¡ rFkk lsok,¡ mRikndksa ls miHkksDrkvksa vFkok iz;ksDrkvksa rd igqaprh gSaA bl xfr vFkok izokg ds
fy, oLrqvksa ds LokfeRo ,oa vf/kdkj (Ownership and Possession) dk gLrkUrj.k rFkk ewY;ksa (Value) vFkok
mi;ksfxrkvksa dk lapkj gksuk vko';d gSA
foi.ku dk inkFkZxr n`f"Vdks.k foi.ku fd;s tkus okys izR;sd inkFkZ dk vè;;u i`Fkd~&i`Fkd~ :i ls djus ij cy
nsrk gSA ;g n`f"Vdks.k bl ckr dh tkudkjh djkrk gS fd fof'k"V mRikndksa ls fof'k"V oLrq,¡ ;k lsok,¡ miHkksDrkvksa
rd dSls igqaprh gSa vkSj mUgas igqapkus ds fy, dkSu&dkSu ls dk;Z djus vko';d gksrs gSa\ foi.ku ds vè;;u dk
;g n`f"Vdks.k crykrk gS fd fofHkUu izdkj dh oLrqvksa ,oa lsokvksa dk foi.ku djus okyh laLFkkvksa dh foi.ku
fofèk;k¡] leL;k,¡] vko';drk,¡ rFkk n`f"Vdks.k fHkUu&fHkUu gksrs gSaA
foi.ku dk ;g n`f"Vdks.k fuEu dfe;ksa ds dkj.k vkt vekU; gks x;k gS &
(i) ;g n`f"Vdks.k foi.ku ds dk;Z {ks=k&dks ladqfpr djrk gS vkSj mRiknu ls igys ds dk;ks± tSls&cktkj
vuqlU/kku] mRikn&fu;kstu] mRikn vfHkdYiu vkfn rFkk foØ; ds ckn dh foØ;ksijkUr lsokvksa dks
foi.ku izfØ;k dk vax ugha ekurk gSA m
(iii)
o
;g n`f"Vdks.k mRiknksUeq[kh gS vkSj bl ekU;rk ij vkfJr gS fd fuekZ.kd tks mRiknu dj jgs gSa] og

.c
miHkksDrkvksa ds fy, Bhd gSA
(2) thou&Lrj n`f"Vdks.k (Standard of Living Approach) foi.ku ds bl n`f"Vdks.k ds fodkl ds ikWy etwj ,oa izks-
a
eydke edus;j dh ifjHkk"kkvksa us egRowi.kZ ;ksxnku fd;k gSA muds erkuqlkj foi.ku dk vFkZ lekt ds fy,

m
thou Lrj dk fuekZ.k djuk ,oa mudh lqiqnZxh djuk gSA ;g n`f"Vdks.k miHkksDrk&izèkku gS vkSj mPp thou Lrj
ds fuekZ.k ,oa mldh lqiqnZxh ds fy, tks Hkh dk;Z vko';d gS mUgsa foi.ku ds dk;Z&{ks=k esa mRiknu ls igys vkSj
a
foØ; ds ckn dh fØ;k,a ,oa lsok,¡ Hkh lfEefyr gks tkrh gSA okLro esa ;g n`f"Vdks.k bruk foLr`r gS fd lEiw.kZ

foi.ku ds thou&Lrj n`f"Vdks.k dh ekU;rk gS fdn

O;olk; dks gh foi.ku laxBu esa cny nsrk gSA

y gSaA vU; 'kCnksa esas] mRiknu] forj.k ,oa miHkksx esa ?kfu"V fdUrq leqfpr
mPp thou&Lrj ds fuekZ.k ,oa mldh miyfC/k ds fy, mÙke mRikn
fufeZr fd;s tkus vkSj forfjr fd;s tkus vko';d
lEcU/k gksuk pkfg, vkSj ,sls lEcU/kddk vk/kkj O;kolkf;d laxBuksa rFkk xzkgdksa dh vko';drk&lUrqf"V gksuk pkfg,A

esa ftruk vf/kd gksxk] ml nsu

;g n`f"Vdks.k Lohdkjrk gS fd foi.ku ds fodkl ds lkFk gh thou&Lrj tqM+k gqvk gSA foi.ku dk fodkl fdlh ns'k

t 'k ds yksxksa dk thou&Lrj Hkh mruk gh vfèkd Åapk gksxkA

(3)
S
mi;ksfxrk ltZu n`f"Vdks.k mi;ksfxrk ltZu n`f"Vdks.k ds leFkZd fo}ku foi.ku
(Utility Creation Approach) :
dks ,d izeq[k vkfFkZd fØ;k ds :i esa ns[krs gSa vkSj crykrs gSa fd ^^foi.ku og ,dhÎÑr dk;Ziz.kkyh gS tks :i]
LFkku] le; ,oa LokfeRo mi;ksfxrkvksa ds ltZu ls oLrqvksa esa ewY; mRiUu djrh gSa^^11 bl n`f"Vdks.k ds leFkZdksa
dh ekU;rk gS fd ^foi.ku mi;ksfxrkvksa ds ltZu ds ekè;e ls cktkj vFkZO;oLFkk dks tUe nsrk gS vkSj ;g ^cktkj
vFkZO;oLFkk* lekt dk fu;eu ,oa lapkyu djrh gSA*12
(4) vk; mRifÙk n`f"Vdks.k (Revenue Generating Approach) vk; mRifr n`f"Vdks.k ds vuqlkj] ^^foi.ku lgh oLrq dks
lgh O;fDr rd lgh izorZu djds lgh dherksa ij lgh forj.kokfgdk }kjk igqapkus dh dyk gSA** foi.ku dk ;g
n`f"Vdks.k u rks mRiknksUeq[kh gS u gh xzkgdkseq[khA ;g QeZ&izèkku n`f"Vdks.k gSA blds vuqlkj laLFkk ds fy, vk;
vftZr djus okyh fØ;kvksa dks foi.ku dgk tkrk gSA bu n`f"Vdks.k dh dqN ekU;rkvksa gSa &
11
Richard Buslirk op. cit.. p5.
12
Robert Bartles, " The Development of Marketing Thought." 1962.
10 foi.ku ds fl)kUr

(i) laLFkk dks oLrqvksa rFkk lsokvksa dk mRiknu vkSj forj.k ykHk ij djuk pkfg, D;ksafd ykHk O;oLFkk dh fo|ekurk
,oa fujUrjrk dk vk/kkj gksrk gSA
(ii) QeZ dh fcØh dk ifjek.k mruk vo'; gksuk pkfg, fd QeZ ds lHkh O;;ksa dks pqdkus ds ckn i;kZIr dks"k cpk jgs
rkfd fofu;ksDrk vkÑ"V gks ldsA
(iii) QeZ ds vf/kdkfj;ksa dks lao/kZukRed fØ;kvksa ij vR;f/kd /ku O;; ugha djuk pkfg,A vR;f/kd O;; djds
vk;&miktZu mfpr ugha ekuk tk ldrk vk;&miktZu mfpr ykxrksa dk ifj.kke gksuk pkfg,A fjpkMZ clfddZ
bl lEcU/k esa fy[krs gSa fd ^^,slh ykxr ij vk;&miktZu foi.ku dk nkf;Ro gS tks fØ;k&dykiksa ls mfpr
ykHk&izkfIr dh vuqefr nsrh gksA**
(5) laLFkkxr n`f"Vdks.k (Institutional Approach) : vk/kqfud ;qx og`r~ iSekus ds mRiknu dk gS vkSj bl ;qx esa forj.k
dk {ks=k Hkh vR;Ur O;kid rFkk fo'kky gSA mRikndksa ,oa miHkksDrkvksa ds e/; dkQh nwjh gS] ftls laLFkkxr n`f"Vdks.k
ds vuqlkj foi.ku fØ;k;sa lekIr djrh gSA ;g n`f"Vdks.k crkykrk gS fd o`gr~ iSekus ij fd;k x;k mRiknu forj.k
gsrq vusd e/;LFk laLFkkvksa dh vko';drk vuqHko djrk gSA ;s laLFkk;sa feydj tks fØ;k&dyki djrh gS] mUgas
foi.ku dgk tkrk gSA
;g n`f"Vdks.k foi.ku iz.kkyh ds vUrxZr mu mRikndksa] e/;LFkksa ,oa vusd foi.ku laLFkkvksa dk v/;;u djrk gS tks laLFkk

m
ds :i esa foi.ku fØ;kvksa dk fu"iknu djrh gSa & ek¡x&iwfrZ esa lUrqyu LFkkfir djrh gS vkSj mRiknu dsUæksa dks miHkksDrk

o
dsUæksa ls tksM+rh gSaA foi.ku dh O;k[;k dk ;g n`f"Vdks.k foi.ku dks laLFkkxr iz.kkyh ekurk gS vkSj bl iz.kkyh ds vaxksa
ds :i esa mRikndksa] e/;LFkksa] ;krk;kr laLFkkvksa foi.ku lsok;sa nsus okyh laLFkkvksa] foÙkh; laLFkkvksa rFkk miHkksDrkvksa dks

.c
lfEEfyr djrk gSSA
foi.ku v/;;u ds bl n`f"Vdks.k dk izeq[k nks"k ;g gS fd ,d O;fDr {ks=k dh i;kZIr tkudkjh ugha dj ikrk gSA
a
(6) fØ;kRed n`f"Vdks.k (Functional Approach) : foi.ku dk ;g n`f"Vdks.k mu foi.ku fØ;k&dykiksa dk v/;;u

m
djrk gS tks mRiknu dsUæksa ls miHkksx dsUæksa rd oLrq;sa ,oa lsok;sa igqapkus ls lEc) gksrs gSaA ;g n`f"Vdks.k crykrk
gS fd foi.ku fØ;kvksa dks izeq[kr% okf.kT;;u] HkkSfrd forj.k rFkk lgk;d dk;ks± esa foHkDr fd;k tk ldrk gSA
a
foi.ku ds v/;;u dk ;g n`f"Vdks.k dk;ks± ds nksgjko dks jksdrk gS] dk;ks± ds fu"iknu esa vkus okyhs leL;kvksa dk

n
fo'ys"k.k djrk gS rFkk le; ds lnqi;ksx dks c<+krk gSA fdUrq ;g n`f"Vdks.k foi.ku dk;ks± dks O;kolkf;d iz.kkyh
esa dSls ykxw fd;k tkrk gS] bldks ugha le>k ik;k gSA
y
(7) dyk vkSj foKkku n`f"Vdks.k (Art and Science Approach) : ,e- ts- csdj fy[krs gSa fd ^^foi.ku foKku ugha gS]

d
tcfd bls foKku gksuk pkfg,A**13 foi.ku fl)kUr ds lEHkkfor lzksrksa dk ijh{k.k djrs gq, gsycVZ us ladsV fn;k
gS fd ^^foi.ku us O;klk; dh vU; fo/kkvksa ¼tSls vFkZ'kkL=k] dkuwu vkfn½ lkekftd ,oa O;kogkfjd foKkuksa ¼tSls
u
xf.kr vkfn½ ls cgqr cM+s iSekus ij rF;] fl)kUr] lead] rduhdsa ,oa fopkj/kkjk;sa izkIr dh gSaA bruk gksus ij Hkh
t
bl lkexzh dks vHkh rd la'ys"k.kkRed :i esa izLrqr ugha fd;k tk ldk gS ftlls fd ,d loZekU; fl)kUr fufeZr

S
gks ldsA fdUrq ;g rks foi.ku dh izÑfr ds ckjs esa fy;k x;k udkjkRed n`f"Vdks.k crykrk gS fd foi.ku ,d
ljy fl)kUr ^iwfrZ ek¡x dk;Z gksuk pkfg,* (Supply must be a function of demand) ij vkfJr gSA ;gh fl)kUr
foi.ku O;fDr;ksa ds fopkj ls nqyZHk lk/kuksa ds forj.k dh leL;k dk lek/kku djrk gS vkSj vf/kdre lUrqf"V dh
izkfIr esa lgk;d curk gSA ;g fl)kUr ,Me fLeFk ds dFku dk :ikUrj izrhr gksrk gS D;ksafd ,Me fLeFk us fy[kk
gS fd ^miHkksx mRiknu dk ,d ek=k y{; ,oa mís'; gS*A
;g n`f"Vdks.k crykrk gS fd foi.ku lgh LFkku ij lgh :i esa] lgh gkFkksa rd] lgh dher ,oa fdLe okyk mRikn
igqapkus dh dyk rks gS gh] fdUrq ;g xfr'khy vkSj fodkleku foKku Hkh gSA ;g n`f"Vdks.k iwfrZ dks ekax ds vuqlkj
cukus ij cy nsrk gS] blfy, xzkgdksUeq[kh Hkh gSA] foi.ku dk iz.kkyhxr n`f"Vdks.k bl fLFkfr dk izek.k gSA brus
ij Hkh foi.ku dks HkkSfrd foKkuksa dh Hkkafr fo'kq) foKku ugha cuk;k tk ldrkA bls gesa fpfdRlk ,oa bfUtfu;fjax
foKkuksa dh Js.kh esa gh j[kuk gksxkA

13
M. J. Baker, "Marketing, An Introductory Text," p.21
foi.ku 11

gUV us fuEufyf[kr ldkjkRed fcUnqvksa ij foi.ku ds v/;;u dks foi.ku foKku dh laKk nh gS %14
(i) O;fDrxr Øsrk&miHkksDrk O;ogkj] QeZ }kjk mRikn pquko] ewY; fu/kkZj.k] lao)Zu] forj.k okfgdk
laca/kh fu.kZ;A
(ii) miHkksx <k¡pk] foi.ku dk laLFkkxr n`f"Vdks.k foi.ku ds oS/kkfud igyw] rqyukRed foi.ku] foi.ku dh
dk;Z&{kerk ls D;k foi.ku ds vkfFkZd fodkl esa o`f) gksrh gS\ D;k xjhc oxZ dks vf/kd ewY; nsuk iM+rk
gS\ D;k foi.ku fopkj esa miHkksDrk oxZ ds fgrksa dh iqf"V gksrh gS\ D;k foi.ku lkoZHkkSfed gS\
(iii) vykHk laxBu }kjk mRikn pquko] ewY; fu/kkZj.k] lao)Zu] forj.k okfgdk lEcU/kh fu.kZ; fdl izdkj fy;s
tkrs gSaA
(iv) lkoZtfud egÙo dh oLrqvksa dk ewY; fu/kkZj.k] miuds foKku o forj.k dk vkSfpR; bR;kfnA
(8) foi.ku dk iz.kkyhxr n`f"Vdks.k (The Systems Approach Marketing): dksVyj us bl n`f"Vdks.k dks le>krs
gq, fy[kk gS fd ^^foi.ku iz.kkyh mu egÙoiw.kZ laLFkkvksa vkSj izokgksa dk lewg gS tks ,d laxBu dks mlds cktkjksa
ls tksM+rk gSA**15 dksVyj ds vuqlkj foi.ku iz.kkyh ds ewy rÙo fuEufyf[kr gSa & (i) dEiuh (ii) dEiuh dk cktkj
(iii) e/;LFk iwfrZdrkZ ,oa izfr;ksxh] (iv) ifCyd ftlesa & foÙkh; laLFkk,¡] LorU=k izsl] ljdkjh vfHkdj.k ,oa
fofèkdrkZ rFkk vke turk lfEefyr gS vkSj (v) lef"V okrkoj.k ftlesa vFkZ'kkL=k] jktuhfr] izkS|ksfxdh (Tech-
nology) ] laLÑfr rFkk tukafddh (Demography) lfEefyr gSA
m
foi.ku&iz.kkyh dks fuEu nks fp=kksa }kjk Hkyh izdkj le>k tk ldrk gS &
o
.c
fp=k 1.1 foi.ku iz.kkyh ds ^lLFkk ,oa cktkj] uked nks egÙoiw.kZ rÙoksa dks iznf'kZr djrk gSA laLFkk mRikn ,oa
lsok,¡ vkSj lwpuk,¡ cktkj rd Hkstrh gS vkSj cktkj ds foØ;&jkf'k ,oa lwpuk,¡ izfrQy esa izkIr djrh gSaA
lapkj
a
foi.ku mRiknu ,oa lsok,a
m cktkj
laLFkk
a
foØ;&jkf'k

n
yfp=k ljy foi.ku iz.kkyh
lwpuk,¡

d 1.1

u
fp=k 1.2 foi.ku iz.kkyh dks vius leLr ewy rÙoksa ds lkFk iznf'kZr djrk gSA
iwfrZdrkZ dPpk eky ,oa vko';d lkexzh iznku djrs gSaA foi.ku laLFkk rFkk mldh
t
S ifCyDl

foi.ku foi.ku
iwfrZdrkZ laLFkk cktkj
e/;LFk
izfrLi/khZ

lef"V
okrkoj.k
14
Shellby D. Hunt : The Nature and Scope of Marketing' Journal of Marketing July 1976. Vol. 40.3 pp. 17-28.
15
" A marketing System is the set of significant institutions and flows that connect and organisation to its markets" Kotler, " Marketing
Management : An Analysis. Planning and Control." 1976 p. 12.
12 foi.ku ds fl)kUr

çfrLi/khZ laLFkk,¡ lef"V okrkoj.k ,oa ifCyDl ls lEidZ LFkkfir djrh gqbZ foi.ku e/;LFkksa ls lEidZ LFkkfir
djrh gS rkfd cktkj rd igq¡p lds vkSj mldh t:jrksa ,oa bPNkvksa dks lUrq"V dj ldsaA cktkj Hkh ifCyDl
,oa lef"V okrkoj.k ls tqM+k jgrk gSA foi.ku laLFkk vFkok izfrLi/khZ laLFkk,¡ cktkj ls lh/kk lEidZ Hkh LFkkfir
dj ldrh gSA foi.ku e/;LFkksa dk lEidZ fuekZrkvksa] cktkj] ifCyDl ,oa lef"V okrkoj.k ls jgrk gSA
foi.ku iz.kkfy;ksa dks eq[;r% y?kq vkdkj] e/;e vkdkj ,oa o`gr~ vkdkj dh Jsf.k;ksa esa foHkDr fd;k tk ldrk
gSA y?kq vkdkj dh foi.ku iz.kkfy;ksa foi.ku dk;ks± ds chp ds lgp;Z dks iznf'kZr djus okyh gksrh gSaA e/;e vkdkj
okyh foi.ku iz.kkfy;k¡ QeZ ds Hkhrj foi.ku ,oa vU; fØ;kRed fØ;kvksa ds chp ds lgp;Z dks izdV djrh gSaA
o`gr~ iz.kkfy;k¡ mRikndksa] QqVdj O;kikfj;ksa] Fkksd O;kikfj;ksa ds chp ds lEcU/kksa dks O;Dr djus okyh gksrh gSaA
foi.ku dk ;g n`f"Vdks.k çHkkoiw.kZ fu.kZ;u ds fy, vR;ko';d le>k x;k gSA bls vfrfjDr ;g n`f"Vdks.k foi.ku
esa ekWMYl ds mi;ksx rFkk deI;wVj izk;ksfxdh dh iz;qfDr dh n`f"V ls Hkh vko';d le>k x;k gSA iz.kkyhxr
n`f"Vdks.k QeZ dks foi.ku voljksa] izfrLi/khZ O;ogkjksa] Øe O;ogkjksa] vFkZ&O;oLFkk] dkuwuksa vkfn dks iw.kZr% le>us
dk volj iznku djrk gSA
(9) lkekftd foi.ku n`f"Vdks.k (Social Marketing Approach) : foxr nks n'kdksa esa foi.ku fo}kuksa us lkekftd
laxBuksa esa foi.ku n'kZu dh vksj /;ku vkdf"kZr fd;k gSA QcZj us lkekftd vkSj lkoZtfud uhfr {ks=kksa esa foi.ku

m
rduhdksa dh mi;ksfxrk dks Lohdkj djrs gq, muds vf/kdkf/kd iz;ksx ij cy fn;k gSA16 ysfoM dk dguk gS fd
foi.ku dk dk;Z dsoy u;s mRiknksa dh fcØh ls gh lEcfU/kr ugha gSa cfYd lkekftd n`f"Vdks.k ls mRiknksa dk
o
ewY;kadu djuk Hkh gSA17 ,d losZ{k.k ds vuqlkj 95 izfr'kr foi.kudksa dk fopkj gS fd foi.ku dk {ks=k u dsoy

.c
O;kolkf;d laxBuksa rd gh lhfer jgs cfYd vU; laxBuksa esa Hkh foi.ku rduhdksa dk iz;ksx gksuk pkfg,A18
foi.ku ds mi;qZDr of.kZr n`f"Vdks.kksa ds foospu ds vk/kkj ij foi.ku dh izÑfr ds ckjs esa fuEufyf[kr fu"d"kZ
fudkys tk ldrs gSa &
a
foi.ku dk vUrfØZ;k'khy O;kolkf;d fØ;kvksa dh ,d lexz iz.kkyh gS tks xzkgd dh vko';drkvksa
m
(i)
,oa bPNkvksa dh iwfrZ gsrq mRiknu ,oa forj.k dks lek;ksftr djrh gSaA
(ii)
a
foi.ku dk dk;Z&{ks=k vfr O;kid gSA mRiknu ls iwoZ ,oa foØ; ds ckn dh fØ;k;sa foi.ku ds

foi.ku ewyr% mRiknu dsUæksa esn

dk;Z&{ks=k esa lfEefyr gksrh gSaA

gLrkUrj.k djus dk izoy

(iii) a miHkksDrkvksa ds gkFkksa rd okafNr mRikn ,oa lsok;sa igqq¡pkus vkSj LokfeRo
kg gSA
(iv)
d
foi.ku mi;ksfxrkvks a ds ltZu dh izfØ;k gSA
(v)
u
foi.ku mRiknu] forj.k ,oa miHkksDrk dks lekt esa miyC/k lk/kuksa ,oa Kku rFkk izpfyr ewY;ksa ,oa

t
vko';drkvksa ds vuq:i ijLij lEc) djus dh izfØ;k gS] ftlls lekt dks mPp thou Lrj izkIr

S
gks ldsA bl izdkj foi.ku ,d lkektkfFkZd izi=k gS tks foi.kudrkZvksa ij lkekftd nkf;Roksa dks iwjk
djus] miHkksDrk lUrqf"V miyC/k djus] jkstxkj iznku djus rFkk mRikn ykxr de djus dk nkf;Ro Hkkj
Mkyrk gSA
(vi) foi.ku dyk ,oa foKku nksuksa gSA
(vii) foi.ku dk ,d ek=k mís'; ekuoh; vko';drkvksa dh iwfrZ djuk gSA
(ix) foi.ku ,d lkoZHkkSfed lkekU; fØ;k gS ftldk mi;ksx lHkh izdkj ds laxBuksa o laLFkkvksa esa fd;k
tk ldrk gSA19

16
Robert Ferber "The Expanding Role of Marketing in the 1970's" Journal of Marketing Vol. 34 (January 1970) . pp. 30
17
Robert J. Landge "The Growing Responsibilities of Marketing." Journal of Marketing Vol. 34 (January 1970).
18
Willain G. Nichols "Conflicts in Marketing." Journal of Economices & Business. Vol 26 (Winter 1974). P. 142
19
Richard P. Bagozzi "Marketing as Exchange" Journal of Marketing, Oct., 1975
foi.ku 13

foi.ku fØ;k;sa ,oa mudk {ks=k ;k foi.ku dk {ks=k

(Marketing Activities and Their Areas or Scope of Marketing)
^foi.ku* dks O;olk; iz.kkyh dh mu vUrfØ;k'khy fØ;kvksa ds :i esa ifjHkkf"kr fd;k x;k gS tks cktkj&LFkku esa fo|eku
vkSj lEHkkfor ek¡x dks fu/kkZfjr o izHkkfor djrh gS ,oa bl ek¡x dh iwfrZ gsrq xzkgdksa }kjk okafNr oLrqvksa] lsokvksa rFkk
fopkjkas dh vkiwfrZ dks mRizsfjr djrh gSA20 blfy,] foi.ku dks mRikn fu;kstu] mRikn&fodkl] mRikn ifjorZu]
dher&fu/kkZj.k] isdsftax] foØ;.k] foi.ku vuqlU/kku] foKkiu ,oa tu&lEidZ fØ;kvksa dk dqy izdk;Z ekuk tk ldrk
gSA21
oLrqr%] foi.ku vusd O;kolkf;d fØ;k&dykiksa dk feJ.k gS vkSj mudk izkjfEHkd fcUnq o vfUre y{; Hkh gSA fdUrq ;g
/;ku nsus ;ksX; ckr gS fd foi.ku mRiknu ls igys gh izkjEHk gks tkrk gS vkSj foØ; ds lkFk gh lekIr ugha gksrk gSA
cfYd foØ;ksijkUr Hkh foi.ku fØ;k;sa lsokvksa ds :i esa lEiUu dh tkrh gSA fofy;e ts- LVSUVu us fy[kk gS fd ^^foi.ku
fØ;k;sa ftl izdkj oLrq mRiknu ds igys ls gh izkjEHk gks tkrh gS] mlh izdkj oLrq dh fcØh ds lkFk os lekIr ugha
gksrh gSA22
foi.ku ds {ks=k dh tkudkjh foi.ku&fØ;kvkas ds }kjk dh tk ldrh gSA duolZ] áwts ,oa fepsy ds vuqlkj foi.ku izfØ;k
esa lfEefyr gksus okys dk;Z fuEufyf[kr gSaA23
(1) LokfeRo gLrkUrj.k dh fØ;k,¡ % ¼v½ Ø;&fØ;k;sa ¼d½ vko';drkvksa ds izfr tkx#drk] ¼[k½ vko';drkvksa dks
m
o
lUrq"V djus ds lk/kuksa dk p;u] ¼x½ iwfrZ ds lzksrksa dh [kkst ,oa ¼?k½ ewY; o 'krks± dk fu/kkZj.k A ¼c½ foØ;&fØ;k,¡&
¼d½ vko';drkvksa dh psruk dks tkx`r djuk ¼[k½ vko';drkvksa dh lUrqf"V ds lk/kuksa ds fy, bPNk mRiUu djuk]

.c
¼x½ oLrq,¡ ,oa lsok;sa miyC/k djuk] ¼?k½ miHkksDrk vko';drkvksa dh lUrqf"V ds lkFk lek;kstu djuk] ,oa ¼³½
ewY; ,oa 'krs± fuf'pr djuk A ¼p½ LokfeRo dk gLrkUrj.k vkSj Hkqxrku djuk A ¼N½ tksf[ke ogu djuk A
a
(2) oLrqvksa dks igqa¡pkus dh fØ;k,¡ % ¼d½ ;krk;kr] ¼[k½ laxzg.k ¼x½ Js.kh;u] ¼?k½ foHkfDrdj.k] ¼³½ vkns'k izkIr djuk
,oa ¼p½ iSfdax djukA
m
(3) foi.ku izcU/k fØ;k,¡ % ¼d½ uhfr&fuekZ.k] ¼[k½ laxBu LFkkiuk] ¼x½ midj.k iznku djuk] ¼?k½ foÙk izcU/ku] ¼³½

a
dk;Z&dykiksa dk i;Zos{k.k ,oa fu;U=k.k djuk ¼p½ tksf[ke ogu djuk ,oa ¼N½ lwpuk izkfIrA

n
dafMQ] fLVy ,oa xksoksuh us foi.ku fØ;kvksa dks ftu rhu oxks± esa foHkDr fd;k gS bUgsa fuEu js[kkfp=k }kjk le>k
24

y
tk ldrk gSA izR;sd fØ;k dk laf{kIr mYys[ku bl izdkj gS &

d
foi.ku fØ;k,¡

u
t
okf.kT;;u fØ;k,¡ HkkSfrd forj.k fØ;k,¡ lgk;d fØ;k,¡

S
mRikn izekihdj.k Ø; foØ;.k foi.ku foÙk foi.ku foi.ku lwpukvkas
fu;kstu ,d=khdj.k izcU/ku tksf[ke dh izkfIr ,oa
,oa fodkl ogu fo'ys'k.k
Js.kh;u
laxzg.k ;krk;kr

20
H. A. Lpson and J. R. Darling "Introduction to Marketing" An Administrative Approach, pp. 5-6
21
T.A.A. Latif "The Practice of Marketing" 1976 pp. 2-3
22
W. J. Stanton op. cit. n.4.
23
Converse, Hulgy and Mitchell, op. cit. pp. 127-28
24
Cundiff, Still and Govoni, op. cit. p. 55
14 foi.ku ds fl)kUr

¼v½ okf.kT;;u fØ;k,¡ (Merchandizing Activities) : okf.kT;;u esa os leLr fØ;k;as lfEefyr gksrh gSa tks fdlh
cktkj fo'ks"k dh ek¡x dks mRikn ,oa lsokvksa ds lEcU/k esa fu/kkZfjr djus rFkk izksRlkfgr djus gsrq vko;'d gksrh
gSaA bu fØ;kvksa esa mRikn fu;kstu ,oa fodkl] izek.khdj.k ,oa Js.kh;u] Ø; ,oa ,d=khdj.k rFkk foØ;.k dks
izeq[k :i esa lfEefyr fd;k tk ldrk gS%
(1) mRikn fu;kstu ,oa fodkl & mRikn futkstu ,oa fodkl laLFkk dh mRiknd {kerk ,oa izkS|ksfxdh
dks xzkgd ek¡x ds lkFk lek;ksftr djus dk foi.ku dk;Z gSA ;g dk;Z mRikndksa ,oa e/;LFkksa dks mudh
mRikn js[kkvksa ds fuekZ.k rFkk fu/kkZj.k esa lg;ksx djrk gSA u;s&u;s mRiknksa dh [kkst] tk¡p] fodkl
,oa u;s mRiknksa dk O;kolk;hdj.k] fo|eku js[kkvksa dk la'kks/ku] vykHkdkjh enksa dk foekspu vkfn os
foi.ku fØ;k;sa gSa tks mRikn fu;kstu ,oa fodkl ls lEcU/k j[krh gSaA
(2) izek.khdj.k ,oa Js.kh;u & izek.khdj.k ,oa Js.kh;u ds dkj.k gh xzkgdksa ds fy, ;g lEHko gksrk gS
fd os o.kZu }kjk Ø; dj ldsaA ;s fØ;k;sa mRikndksa dks xzkgdksa dh bPNkvksa ds fudVre ys tkrh gSaA
;s fØ;k;sa mRiknu esa ,d:irk] dherksa esa lekurk rFkk fcuk fujh{k.k ds oLrq foØ; dh lEHkkouk esa
lg;ksx djrh gSA izek.khdj.k }kjk oLrq ds xq.k] fdLe] vkdkj] jax] fMtkbu vkfn ds ckjs esa izek.k
fuf'pr fd;s tkrs gSa vkSj mu izek.kksa dh iz;qfDr dh tkrh gSA Js.kh;u fooj.kkRed izek.kksa dh iz;qfDr
m
ls lEcU/k j[krk gSA ;s fooj.kRed izeki jax] vkdkj vFkok Hkkj vkfn ls lEcU/k j[krs gSaA ;|fi

o
izek.khdj.k ,oa Js.kh;u m|ksxksa ds fy, ,sfPNd dk;Z gksrs gSaA fdUrq budh egÙkk dks ns[krs gq, os bUgas

.c
vfuok;Z le>rs gSaA ;gh dkj.k gS fd ckVk ,oa djksuk ds twrs] ikdZj isu] ,p-,e-Vh- dh ?kfM+;k¡] ,ojsMh
lsy] Mh-lh-,e- ,oa cksEcs Mkbax dh pknjsa] dsey bad] fycVhZ ds jsMhesM oL=k] xksnjst dh vkyekfj;k¡
vkfn mRikn çekf.kr ,oa Js.kh;r gSaA\
(3) a
Ø; ,oa ,d=khdj.k & Ø; dks foi.ku fØ;k ds :i esa vf/kizkfIr (Procurement) izdk;Z dgk x;k gSA

m
;g izdk;Z vfUre miHkksDrkvksa ;k vkS|ksfxd iz;ksDrkvksa dks oLrq,¡ cspus vFkok iDdk eky cukus gsrq
vko';d dPps eky dh [kjhn djus vFkok e/;LFkksa }kjk e/;LFkksa dks iqufoZØ; gsrq oLrq,¡ [kjhnus ls
a
lEcU/k j[krk gSA ,d=khdj.k izdk;Z dPps eky dks fofHkUu LFkkuksa ls izkIr djus ;k iDds eky dks fofHkUu

n
fuekZrkvksa ls ,df=kr djus ls lEcU/k j[krk gSA ,d=khdj.k dk izdk;Z eq[;r% e/;LFkksa }kjk fd;k tkrk

y
gSA

d
(4) foØ;.k & lkekU;r% foØ;.k dk vFkZ ge yksx oLrqvksa ;k lsokvksa ds foØ; vFkkZr~ muds LokfeRo ds
gLrkUrj.k ls ysrs gSaA fdUrq dafMQ] fLVy ,oa xksoksuh dk fopkj gS fd foØ;.k vius foLr`r vFkZ foØ;

u
djus ds lkFk&lkFk] Hkkoh xzkgdksa dk irk yxkus] ek¡x dks izksRlkfgr djus vkSj Øsrkvksa dks lwpuk;sa rFkk

t
lsok;sa miyC/k djus ls] Hkh lEcU/k j[krk gSA blfy, foØ;.k esa oS;fDrd foØ;] foKkiu] Ø;&dsUæ]

S
izn'kZu] foØ; lEo)Zu] isdsftax ,oa xzkgd lsok lEcU/kh fØ;k;sa lfEefyr dh tkuh pkfg,A
¼c½ HkkSfrd forj.k fØ;k,¡ (Physical Distribution Activities): HkkSfrd forj.k esa HkaMkj.k rFkk ifjogu fØ;k,¡
lfEefyr gksrh gSa tks mRiknu&dsUæksa ls oLrqvkas dks miHkksx&dsUæksa rd igqapkus esa lgk;rk djrh gSA ;s fØ;k;sa le;
,oa LFkku mi;ksfxrk dk ltZu djrh gSA mRikndksa ,oa miHkksDrkvksa ds chp LFkku lEcU/kh nwjh vkSj mRiknu ,oa
miHkksx le; ds chp ds vUrj dks lekIr djus] de djus ;k vuqdwy cukus esa HkkSfrd forj.k fØ;k;sa egÙoiw.kZ
Hkwfedk fuHkkrh gSaA vk/kqfud fodflr vFkZO;oLFkkvksas esa O;kolkf;d tfVyrk ds c<+us ds lkFk&lkFk HkkSfrd forj.k
dk egÙo Hkh c<+rk tk jgk gSA
(1) Hk.Mkj.k & Hk.Mkj.k fØ;k le; mi;ksfxrk dk ltZu djrh gSA orZeku esa] Hkkoh ekax dk vuqeku
yxkdj oLrq dh ekax ds mRiUu gksus ls igys gh mldk mRiknu dj fy;k tkrk gSA bl mRiknu dks
fuekZrk] Fkksd O;kikjh ,oa QqVdj O;kikjh viuh {kerkuqlkj ,oa vko';drkuqlkj LVkWd dj ysrs gSa rkfd
le; ij mRiUu ekax dh iwfrZ dh tk ldsA LVkWd ds lekIr gksus ds lkFk&lkFk iqu% mls iwjk djus ds
foi.ku 15

iz;kl Hkh pyrs jgrs gSAa Hk.Mkj.k dh ;g egÙoiw.kZ fØ;k o`gr~ iSekus ds mRiknu] le; ij vko';drkvksa
dh iwfrZ rFkk dherksa ds mrkj&p<+ko dks de djus esa lgk;rk djrh gSA Hk.Mkj.k fØ;k dqN oLrqvkas
ds ewY; vFkkZr~ mi;ksfxrk dks c<+kus ds fy, Hkh t:jh gksrh gSA mnkgj.k ds fy, pkoy] 'kjkc] rEckdw
,oa ekSleh oLrqvksa dk Hk.Mkj.k fdLe o`f) rFkk miHkksx dh fujUrjrk dks cuk;s j[kus ds fy, t:jh
gksrk gSA
(2) ;krk;kr & mRiknu ,oa miHkksx dsUæksa esa HkkSxksfyd nwjh gksrh gS ftls de djus ds fy, ;krk;kr ,d
egRoiw.kZ foi.ku fØ;k gSA ;krk;kr ds fodkl ds lkFk O;olk; ,oa m|ksx dk fodkl tqM+k gksrk gSA
;krk;kr lqfo/kkvksa ds fodkl&foLrkj us o`gr mRiknu] fo'kky forj.k ,oa fof'k"Vhdj.k dks lEHko
cuk;k gSA orZeku esa ty] Fky ,oa uHk ekxks± }kjk ifjogu gsrq jsykas] Vªdksa] ok;q;kuksa] tgktksa] vkfn
ifjogu lk/kuksa dk mi;ksx fd;k tk jgk gSA
(l) lgk;d fØ;k;sa (Supporting Activities) : ;s os fØ;k,¡ gS tks izR;{k esa oLrqvksa ,oa lsokvksa ds LokfeRo ds gLrkarj.k
ls lEcfU/kr ugha gksrh gS] fdUrq vU; foi.ku fØ;kvksa ds fu"iknu esa lg;ksx djrh gSA buesa foi.ku] foÙk izcUèku]
tksf[ke ogu rFkk foi.ku lwpuk izkfIr ,oa fo'ys"k.k dks lfEefyr fd;k tk ldrk gSA

m
(1) foi.ku&foÙk izcU/ku & mRiknu dsUæksa ls miHkksDrkvksa ds gkFkksa rd eky igq¡pkus ds fy, vko';d foÙk
dh O;oLFkk djuk gh foi.ku foÙk izcU/ku dgykrk gSA foi.ku laLFkk;sa lkekU;r% O;kikj lk[k ,oa cSad
lk[k ds tfj;s foÙk izcU/ku dk dk;Z lEiUu djrh gSA
o
.c
(2) tksf[ke&ogu djuk & tksf[ke dh mRifÙk dk dkj.k vfuf'prrk gksrk gSA ,slh vfuf'prrk ek¡x&iwfrZ
dh fLFkfr esa gksus okys ifjorZuksa vFkok izkÑfrd ?kVukvksa ls lEcU/k j[krh gSaA tks foi.ku laLFkk

a
ek¡x&iwfrZ esa gksus okys ifjorZuksa dk lgh&lgh vuqeku yxk ysrh gS] mudh tksf[ke de gks tkrh gSA
O;ogkj esa] gj foi.kudrkZ tksf[ke ogu djrk gSA fdUrq Hk.Mkj.k ;k LVkWfdax dk dk;Z djus okyh
m
laLFkkvksa dks tksf[ke vf/kd ogu djuh iM+rh gSA O;kolkf;d laLFkk;sa izkÑfrd ladVksa ds fo#) chek

a
dEifu;ksa ls chek ikfylht ysdj tksf[ke de dj ldrh gSaA blh izdkj vU; tksf[kesa lqj{kk ds lkSnk
}kjk vFkok ifj'kq) ,oa dq'ky foØ; iwokZuqeku] vuqlU/kku vkfn ds }kjk de dh tk ldrh gSA
n
mRikn&fofo/khdj.k (Product differentiation) ds }kjk Hkh dher çfrLi/kkZ dks lekIr djds tksf[ke dks

y
de fd;k tk ldrk gSA fdUrq mRikn&fofof/kdj.k dks 'kr&izfr'kr lQyrk izkfIr dh xkjUVh ugha ekuk
tk ldrkA
d
foi.ku lwpuk izkfIr ,oa fo'ys"k.k & izHkkoh foi.ku ds fy, le;kuqdwy fu.kZ; ysus gksrs gSa vkSj bu
u
(3)
fu.kZ;ksa dk vk/kkj foi.ku lEcU/kh lwpuk;sa rFkk mudk fu"i{k] foosdiw.kZ ,oa vfoyEc fo'ys"k.k gksrk

t
gSA foi.ku laLFkk dh lQyrk cktkjksa] mRiknksa] izfrLi/khZ n'kkvksa] ekax ,oa iwfrZ] xzkgd O;ogkjksa vkfn

Sls lEcfU/kr fofo/k] i;kZIr] ifj'kq) ,oa le;kuqdwy lwpukvksa dh izkfIr vkSj muds mi;ksx ij fuHkZj
djrh gSA foi.ku lwpuk,¡ laLFkk ds foi.ku fØ;k&dykiksa] lk/kuksa ,oa y{;ksa esa ifjorZu dk vk/kkj curh
gSA blfy, bu lwpukvksa dh izkfIr lekpkj i=kksa] O;kikj&tuZyksa] is'ksoj if=kdkvksa] ljdkjh foHkkxksa]
is'ksoj laLFkkvksa] cktkj&vuqlU/kkuksa] iwokZuqeku rduhdksa vkfn ds tfj;s izkIr dh tk ldrh gSA eè;LFk
Jà[kyk;sa Hkh foi.ku lEcU/kh lwpukvksa dh miyfC/k ds izeq[k lzksr gksrs gSaA
foi.ku ds dk;Z
(Functions of Marketing)
fdlh Hkh oLrq dks mlds mRiknd ls miHkksDrk rd igq¡pkus esa fofHkUu izdkj dh foi.ku fØ;k,¡ dh tkrh gSA bUgha foi.ku
fØ;kvksa dks foi.ku dk;Z dgk tkrk gSA mnkgj.k ds fy, Ñf"k inkFkksZ dk Ø; djuk] mit dks ifjogu ds lk/kuksa ls
cktkj rd igq¡pkuk] izekihdj.k ,oa oxhZdj.k dh fØ;k djuk] foÙk izcU/k djuk] ewY;ksa ds mrkj&p<+ko o mit ds [kjkc
gksus dh tksf[ke lgu djuk] dqN le; ds fy, mit dk Hk.Mkj djuk] vkfn lHkh foi.ku ds dk;Z gSA
16 foi.ku ds fl)kUr

1. Vkmlys] DykdZ ,oa DykdZ ds er esa] ",d foi.ku dk;Z ,d cgqr fo'ks"k izdkj dh fØ;k gS tks foi.ku esa
lEikfnr dh tkrh gSA" 25
2. dUolZ] áwth ,oa fepsy ds vuqlkj] "foi.ku dk;Z ,d O;ogkj] fØ;k ;k lsok gS ftldks eky o lsokvkssa dks
forfjr djus dh fØ;k esa iwjk fd;k tkrk gSA"26
foi.ku fØ;k,¡ mRiknd] e/;LFk o miHkksDrk lHkh ds }kjk dh tkrh gSaA dHkh&dHkh ,d gh foi.ku fØ;k dbZ ckj fofHkUu
laLFkkvksa ds }kjk dh tkrh gSA ,d O;kikjh vius dk;Z dks izkjEHk djus ls iwoZ ;g irk yxkrk gS fd mldks dkSu&dkSu
&ls dk;Z djus gSA ;g mu dk;ksZ dks bl izdkj lEiUu djrk gS fd os de&ls&de O;; eas iwjs fd;s tk ldsaA
foi.ku dk;Z fdrus gSa bl lEcU/k eas foi.ku fo'ks"kKksa esa lgefr ugha gSA vFkZ'kkL=k ds firk ,Me fLeFk us viuh iqLrd
'The Wealth of Nations' eas Fkksd O;kikjh ds foi.ku dk;ksZ dk mYys[k djrs gq, flQZ pkj dk;Z crk;s gSa&Ø;] foØ;]
laxzg] foÙk tcfd ÝSadfyu MCY;w- jsiu us vius ,d ys[k esa 120 dk;Z crk;s gSA dqN vU; fo}kuksa ds fopkj fuEufyf[kr
gSa
1. esDxsjh ds vuqlkj foi.ku ds N% dk;Z gSa27
(i) lEidhZ;& ftlesa Øsrkvksa vkSj foØsrkvksa dh [kkst dh tkrh gSA
(ii) okf.kT;h;u& bleas cktkj ds vuq:i oLrq cuk;h tkrh gSaA m
o
(iii) ewY;& ftlesa Å¡ps ewY;ksa dk pquko fd;k tkrk gSa ftlls fd mRiknu djuk lEHko gks lds rFkk lkFk gh

.c
;g ewY; ,sls gksus pkfg, fd miHkksDrk [kjhnus ds fy, izksRlkfgr gksaA
(iv) izpkj& Øsrkvksa ;k foØsrkvksa dk oLrq iz;kstu ds izfr vuqdwy izof` Ùk mRiUu djuk blds vUrxZr vkrk gS
(v) HkkSfrd forj.k& blesa oLrqvksa dh ifjogu ,oa Hk.Mkj lsok,¡ vkrh gSaA
a
m
(vi) lekfIr& foi.ku izfØ;k dh lekfIrA

a
2. Vkmlys] DykdZ ,oa DykdZ us foi.ku ds vkB dk;Z crk;s gSa28
(i) foØ;
(ii) Ø; n
(iii) ifjogu
y
(iv) laxg z
d
(v) foÙk
u
(vi) tksf[ke
t
S
(vii) cktkj lwpuk o
(viii) izekihdj.k
3. ,-MCY;w- 'kkW ds vuqlkj foi.ku ds ik¡p dk;Z gSsa29&
(i) tksf[ke mBkuk
(ii) eky Hkstuk
25
"A marketing function is a major specialised activity performed in marketing." Tousley, Clark & Clark : Principles of Marketing , p.14
26
"A marketing function is an act, operation or service performed in the process of distributing goods and services." Converse, Huegy
& Mitchell. The Elements of Marketing, p.26
27
Edmund D. McGarry: Theory in Marketing, pp. 269-273, quoted from Marketing Management by Philip Kotler, p.557.
28
Tousley, Clark & Clark : Principles of Marketing.
29
A.W. Shaw : Quoted from Marketing by Duddy & Revzan, p.21
foi.ku 17

(iii) foÙk izcU/k djuk

(iv) foØ;
(v) ,d=khdj.k djuk
4. df.MQ ,oa fLVy us viuh iqLrd esa foi.ku dk;ksZ dk rks dksbZ mYys[k ugha fd;k gS ysfdu 'Facilitating
Agencies in Marketing' ds vUrxZr mu foi.ku fØ;kvksa dh ,d lwph nh gS tks foi.ku dk;Z eas iw.kZ dh tkrh
gaSA bl lwph esa mu vkBksa dk;ksZ dk mYys[k fd;k x;k gS tks Åij Vkmlys] DykdZ ,oa DykdZ }kjk crk;s x;s
gSa ysfdu ,d uohu dk;Z ;k fØ;k oLrq fu;kstu ,oa fodkl uke ls tksM+ nh gSA30 bl izdkj v/;;u dh
lqfo/kk ds fy, ge foi.ku dk;ksZ dks fuEu izdkj j[k ldrs gSa&
foi.ku ds dk;Z
(Functions of Marketing)

izcU/k lEcU/kh dk;Z fØ;kRed dk;Z

m
o
(Managerial Activities) (Functional Activities)

.c
1. fu;kstu (Planning) 1. foi.ku vuqla/kku (Market Research)
2. laxBu (Organising) 2. mRiku fu;kstu (Product Planning)
3. LVkfQax (Staffing)
4. funsZ'ku (Directing)
a
3. Ø; (Purchase)
4. oLrqvksa dk ,dhdj.k (Assembling of Goods)
5. fu;U=k.k (Controlling) m
Js.kh;u ,oa izekihdj.k
5. (Grading & Standardization)

a czkfMax
6. (Branding)

n 7. laxzg (Storage)

y 8. ;krk;kr (Transport)

d
9. iSafdx (Packing)

u
10. ewY; fu/kkj.k (Pricing)
11. foØ; (Selling)
t 12. foKkiu (Advertising)
S 13. foÙk (Finance)
14. tksf[ke (Risk)
15. cktkj lwpuk (Market Information)

foi.ku eas izcU/kdh; dk;Z

(Managerial Functions in Marketing)
1. fu;kstu djuk (Planning)% foi.ku ds izcU/kdh; dk;ksZ eas izFke dk;Z fu;kstu djuk gSaA ;gk¡ fu;kstu ls vFkZ
mu rjhdksa ls gS ftuds ek/;e ls foi.ku mís';ksa dks izkIr fd;k tkrk gSA fdlh leL;k ds lek/kku ds dbZ rjhds
gksrs gSaA gesa mu rjhdksa easa ls fdlh loksZÙke rjhds ds lEcU/k esa fu.kZ; ysdj vkxs c<+uk gksrk gSA
30
Cundiff & Still : Basic Marketing p.315
18 foi.ku ds fl)kUr

2. laxBu ,oa leUo; djuk (Organisation and Co-ordination)% foi.ku ds izcU/kdh; dk;ksZ esa laxBu ,d
egÙoiw.kZ dk;Z gSA ;gk¡ laxBu ls vFkZ ml izfØ;k ls gS ftles fofHkUu dk;ksZ ,oa bu dk;ksZ easa layXu O;fDr;ksa
dh fØ;kvksa dks bl izdkj xfBr djuk gS fd os loksZÙke dk;Zdq'kyrk ,oa lg;ksx ds lkFk dk;Z dj vf/kdre
mRiknu dj ldsaA fcuk vPNs laxBu ds u rks uhfr;ksa dk gh ikyu fd;k tk ldrk gS vkSj u gh y{;ksa dh izkfIr
gks ldrh gSA
3. LVkfQax (Staffing)% foi.ku izcU/kd dk vU; egÙoiw.kZ dk;Z foØ; izcU/kdksa] foØ; dÙkkZvksa vkfn dh fu;qfDr]
izf'k{k.k ,oa osru vkfn dk fu/kkZj.k gSA foi.ku izcU/kd ogha rjhds rFkk izfØ;k viukrk gS tks lsfooxhZ; izcUèkd
}kjk viuk, tkrs gSA
4. lapkyu ,oa funsZ'ku (Operation and Direction)% tc y{; fu/kkZfjr gks tkrs gSa] fu;kstu iw.kZ dj fy;k tkrk
gS] deZpkfj;ksa ,oa izcU/kdksa dh fu;qfDr dj nh tkrh gS] rc ml O;olk; eas lapkyu ,oa funsZ'ku dh vko';drk
gksrh gSA dksbZ Hkh ;kstuk vPNh ugha gS tc rd fd mldks izHkkodkjh <ax ls ykxw u fd;k tk;sA
5. foi.ku dk;ksZ dk fu;U=k.k (Controlling of Marketing Functions)% cktkj dh voLFkkvksa eas ifjorZu]
miHkksDrk dh ekax rFkk :fp esa ifjorZu] ns'k dh vkfFkZd O;oLFkk eaas ifjorZu vkfn foi.ku ;kstuk esa :dkoV
mRiUu dj nsrs gaSA ;g :dkoV foi.ku fØ;kvksa ds dq'ky fu;U=k.k }kjk jksdh tk ldrh gSA ,d foi.ku izcUèkd
m
dks yxkrkj foØ; izcU/k rFkk foØ;&dÙkkZvksa ds dk;ksZ dk izekfir fu"iknu (Standard performance) ds lkFk

o
rqyuk dj [kkfe;ksa dks nwj djuk pkfg, rkfd ;kstuk ,oa fu;U=k.k eas rkyesy gks ldsA

.c
fØ;kRed dk;Z
(Functional Activities)
1. a
foi.ku vuqlU/kku (Marketing Reserach)% foi.ku vuqlU/kku vk/kqfud ;qx eas foi.ku dk lcls egÙoiw.kZ

m
dk;Z gks x;k gSA bldh lgk;rk ls ;g tkuk tk ldrk gS fd xzkgd D;k pkgrs gSa] fdruh ek=kk] dgka pkgrs
gSa rFkk oLrq ds xzkgd ds gkFk esa igq¡p tkus ds ckn og oLrq ds fo"k; eas D;k lksprs gSaA ;s egÙoiw.kZ rF; dsoy
a
foi.ku vuqlU/kku }kjk gh irk pyrh gSa tks foi.ku dh lQyrk eas egÙoiw.kZ ;ksxnku (Contribtuion) iznku djrs

n
gSaA

y
2. mRiknu fu;kstu (Product Planning)% lQyrkiwoZd foi.ku bl ckr ij vk/kkfjr gksrk gS fd ge dgka rd
miHkksDrk dh :fp] fopkj rFkk ekax dks tkuus esa rFkk :fp ds vuq:i oLrq dk fuekZ.k djus eas lQy gksrs gSaA
d
foi.ku vuqlU/kku dh lgk;rk ls izkIr rF;ksa ds vuqlkj oLrqvksa ds :i ,oa fMtkbu dk fu/kkZj.k djuk rFkk

u
vko';d ek=kk eas ml oLrq ds mRiknu dh O;oLFkk djuk mRiknu fu;kstu dgykrk gSA

t
3. Ø; (Buying)% ,d O;kikjh ds fy, Ø; cgqr gh egÙoiw.kZ gksrk gSA mldh foØ;&lQyrk mldh Ø;
dk;Zdq'kyrk ij fuHkZj djrh gSA dgka rd og xzkgdksa dh :fp dh oLrq,a Bhd ewY; ij Ø; dj ikrk gS] bl
S
ij gh mlds O;olk; dh lQyrk vk/kkfjr gksrh gSA foi.ku vuqla/kku }kjk izkIr lwpukvksa ds vk/kkj ij gh mls
viuh Ø;&uhfr fuf'pr djuh pkfg,A D;k [kjhnuk gS] dc [kjhnuk gS rFkk dgka ls [kjhnuk gS] ds fu/kkZj.k
esa vR;f/kd lko/kkuh dh vko';drk gksrh gSA
4. ifjogu (Transport)% ifjogu dk dk;Z oLrq dks mRiknu LFky ls miHkksDrk rd igq¡pkuk gSA ifjogu dh
lgk;rk ds dkj.k gh o`gr~ mRiknu] fof'k"Vhdj.k o o`gr~ cktkj LFkkfir gks x;s gSaA miHkksDrk dks Hkh miHkksx
dh oLrqvksa dh la[;k o ek=kk easa o`f) djus dk volj ifjogu dh lgk;rk ls gh izkIr gqvk gSA
5. Js.kh;u ,oa izekihdj.k (Grading and Standardization)% vkS|ksfxd laLFkkvksa ds fy, bldk fo'ks"k egÙo
ugha gksrk ijUrq Ñf"k inkFkZ ;k dPps eky dk Ø;&foØ; djus okyh laLFkk ds fy, ;g fØ;k fo'ks"k egÙo dh
gksrh gS D;kasfd ;s inkFkZ ,d rjg ds ugha gksrsA bu oLrqvksa dk O;kikj djus okys O;kikjh budk ,d=khdj.k
djus ds ckn vyx&vyx Js.kh ds vuqlkj Js.kh;u djrs gSaA blls foØ; ljy gks tkrk gSA
foi.ku 19

6. czkfMax (Branding)% vf/kdka'k m|ksxksa }kjk fufeZr dh tkus okyh oLrqvksa dks muds :i&jax ds vk/kkj ij
vyx&vyx fd;k tk ldrk gSA izR;sd fuekZrk viuh oLrq dks nwljs fuekZrk dh oLrq ls vyx djus ds fy, viuh
oLrq dks fo'ks"k uke ns nsrk gSA
7. tksf[ke lguk (Risk-taking)% foi.ku dk;ksZ esa tksf[ke dk Hkh egÙoiw.kZ LFkku gSA tksf[ke vfuf';rrk ds
dkj.k mRiUu gksrh gSA oLrq ds mRiknu ls ysdj vfUre miHkksDrk rd igq¡pus esa cgqr&lh fØ;k,a djuh iM+rh
gSA ftuesa tksf[ke lguk Hkh gksrk gSA tksf[ke ds fofHkUu dkj.k gks ldrs gSa tSls eky dks vkx] ck<+] nq?kZVukvksa
o pksjh ls u"V gksuk] rks dHkh tksf[ke eky dk ewY; de gksus ] rks dHkh ekax esa ifjorZu gksus dh gSA buesa dqN
tksf[keasa ,slh gSa ftudks chek ds ek/;e ls de fd;k tk ldrk gSA
8. cktkj lwpuk (Market information)% foi.ku esa cktkj lwpuk,a cgqr gh egÙoiw.kZ dk;Z djrh gSA ;fn cktkj
lwpukvksa dk O;kikjh ds ikl vHkko gS rks mlds O;kikj ij izfrdwy izHkko iM+ ldrk gSA fofHkUu O;kikfjd
leqnk;ksa] ljdkj o vU; fof'k"V laLFkkuksa }kjk oLrq esa mRiknu o miHkksx ds lEcU/k eas lwpuk,a ,df=kr dh tkrh
gSaA O;kikjh mu lwpukvksa ds vk/kkj ij viuh foi.ku uhfr o oLrq ds mRiknu esa ifjorZu dj ysrk gS vkSj
lEHkkfor izfrdwy izHkkoksa ls vius dks cpk ysrk gSA
9. iaSfdax (Packing)% oLrqvksa dks vyx&vyx czkaM nssus ds fy, rFkk mUgsa ;krk;kr ds ;ksX; cukus ds fy, mfpr
m
iSfdax djus dh vko';drk gksrh gSA lkFk gh xzkgdksa dh vyx&vyx ek=kk esa oLrq dh vko';drk iM+rh gS ftl

o
dkj.k oLrq dks fHkUu&fHkUu ek=kk eas iSd djuk iM+rk gSA blds vUrxZr oLrqvksa dks iSafdax ds fy, fMCcksa] fVuksa]

.c
cksryksa] ihiksa] cksfj;ksa vkfn lk/kuksa ds pquko dh vko';drk iM+rh gS rFkk miHkksDrkvksa dh :fp dks /;ku esa j[kdj
iSafdax dh ek=kk fu/kkZfjr dh tkrh gSA

a
10. foÙk (Financing)% mRiknu o miHkksx ds chp le; dk dkQh vUrj gksrk gSA miHkksDrk Hkh oLrq izkIr djus ds
fy, igys ls Hkqxrku ugha djrk gSA mRiknu eas dPpk eky] e'khu] rsy] etnwjh o laxzg vkfn ds fy, Hkh /ku

m
dh vko';drk gksrh gSA lkFk gh nSfud dk;ksZ] ekSleh vko';drkvksa] Øsrkvksa dh lk[k ds fy, Hkh /ku vko';d
gksrk gSA /ku o lk[k ftldh vko';drk oLrq dks vfUre miHkksDrk rd igq¡pkus ds fy, gksrh gS foi.ku ds vUrxZr
foÙk dk;Z dgykrk gSA
a
11.
n
ewY; fu/kkZj.k (Price Fixation)% izR;sd mRiknd dks vius oLrqvksa ds ewY; dk fu/kkZj.k bl rjg ls djuk gksrk
gS fd ftlls mRiknd dks i;kZIr ykHk gks lds rFkk miHkksDrk Hkh oLrq ds izfr viuh :fp j[k ldsA lkFk gh
y
miHkksDrk ds fy, ewY; fu/kkZj.k ds lkFk&lkFk mUgsa Fkksd O;kikjh ,oa QqVdj O;kikfj;ksa ds fy, Hkh fHkUu&fHkUu

d
fu/kkZj.k djuk gksrk gSA rkfd os Hkh oLrq ds foØ; esa i;kZIr :fp ysaA blds vUrxZr fofHkUu xzkgdksa dks nh tkus
okyh NwV dk Hkh fu/kkZj.k gksrk gSA
u
foKkiu (Advertising or Supplying Information about Goods to Customers)% xzkgdksa dks oLrqvksa ds
t
12.
fo"k; esa tks cktkj esa fcd jgh gksrh gS] iw.kZ Kku ugha gksrkA mRiknd dks miHkksDrkvksa dks vius mRikn] mlds

S
xq.k] ewY;] izkIr gksus dk LFkku vkfn ds fo"k; esa Kku iznku djuk gksrk gSA ftuds fcuk foØ; lEHko ugha gSA
;g dk;Z foKkiu dh lgk;rk ls fd;k tkrk gSA
13. laxzg (Storage)% laxzg og izfØ;k gS ftl ds ek/;e ls oLrqvksa dks mi;ksx gksus rd vPNh gkykr eas cuk, j[kk
tkrk gSA ;g dk;Z mRiknu rFkk miHkksx dh nwjh de dj nsrk gSA
14. foØ; (Selling)% foi.ku esa foØ; dk;Z cgqr gh egÙoiw.kZ gSA okLro esa] foi.ku dh vk/kkjf'kyk foØ; gh gSA
;fn oLrqvksa dk fcØ; u gks rks foi.ku fØ;k ds vU; dk;Z vizHkkoh gh jg tk;saxsA fcuk foØ; ds mRiknu dks
Hkh vf/kd dky rd pkyw ugha j[kk tk ldrk gSA foØ; esa xzkgdksa dk irk yxkuk] mudh ekax dks izksRlkfgr
djuk] mudks lykg nsuk ,oa mudks vPNh&ls&vPNh lsok iznku djuk] vkfn vkrk gSA
15. ,d=khdj.k (Assembling)% vk/kqfud foi.ku dk mís'; Øsrk dh lHkh izdkj dh t:jrsa iwjk djuk gSA foi.ku
izcU/kd vyx&vyx lzksrksa ls fofHkUu izdkj dh oLrq,a (Good) ,df=kr djrk gS rFkk miHkksDrkvksa dks miyC/k
djkrk gSA
20 foi.ku ds fl)kUr

v/;k;&2
foi.ku fopkj
(Marketing Concept)
foi.ku fopkj dk vFkZ ,oa ifjHkk"kk,¡
(Meaning of Marketing Concept and its Definitions)
^foi.ku* ,oa ^foi.ku fopkj* i;kZ;okph ugha gSaA oLrqr% nksuksa esa dkQh vUrj gSA fofy;e ts- LVsUVu ^foi.ku fopkj* ,oa
^foi.ku* ds chp vUrj djrs gq, fy[krs gSa fd ^foi.ku fopkj* ,d n'kZu] vfHko`fÙk vFkok O;kolkf;d fpUru dh n'kk
gSA tcfd foi.ku O;kolkf;d fØ;kvksa dh ,d izfØ;k vFkok O;kolkf;d dk;Zokgh dk ekxZ gSA LokHkkfod rkSj ij
fpUru fof/k fØ;k ds ekxZ dk fu/kkZj.k djrh gSA1 m
o
oLrqr% orZeku esa] ^foi.ku&O;olk; dk i;k;Zokph curk tk jgk gSA foi.ku ds bl c<+rs gq, egÙo us O;kolkf;d fpUru

.c
dks ,d uohu fn'kk nsuk izkjEHk fd;k gS ftls ^foi.ku fopkj* dh laKk nh xbZ gSA tku bZ- osdQhYM us ^foi.ku fopkj*
dks ^O;olk; n'kZu* dgk gSA2 lp iwNk tk;s rks ^foi.ku fopkj* izcU/k dk og n'kZu gS tks foi.ku fØ;kvksa dk ekxZ&n'kZu

a
djrk gSA* vU; 'kCnksa esa] ^foi.ku fopkj* lkekftd&vkfFkZd lUrqf"V dh ekU;rkvksa ij vk/kkfjr ,slk O;olk;&n'kZu gS
tks xzkgd dks leLr foi.ku fØ;kvksa dk dsUnz fcUnq cukus ij cy nsrk gSAß bl fopkj/kkjk ls lEcfU/kr dqN izeq[k
ifjHkk"kk,¡ fuEukuqlkj gSa&
m
a
1- vkFkZj ih- QSYVu ds vuqlkj ^foi.ku fopkj* laLFkk dh fLFkfr gS tks leLr foi.ku fØ;kvksa ds ,dhdj.k ,oa
leUo; ij cy nsrh gS] rkfd ;s foi.ku fØ;k,¡ laLFkk ds vU; dk;ksZa ls la;ksftr gks lds vkSj laLFkk nh?kZdkyhu
n
vf/kdre ykHkksa dh mRifÙk ds ewy y{; dks izkIr dj ldsAß3
2-
y
fofy;e ts- LVsUVu ds vuqlkj ßlexz vFkZ esa] foi.ku fopkj O;olk; dk og n'kZu gS tks xzkgd dh vko';drkvksa
dh lUrqf"V dks dEiuh ds vfLrRo dk vkfFkZd ,oa lkekftd vkSfpRp ekurk gSA ifj.kkeLo:i] dEiuh ds leLr
d
mRiknu] foi.ku vfHk;kfU=kd ,oa foÙkh; fØ;kvksa dk ,d ek=k y{; ;g ekywe djuk gksuk pkfg, fd

u
miHkksDrkvksa dh vko';drk,¡ D;k gSa vkSj mu vko';drkvksa dks mfpr ykHkktZu ds lkFk fdl izdkj lUrq"V fd;k

t
tk ldrk gSAÞ4

S
3- nh tujy bysfDVªd dEiuh] vesfjdk ds foi.ku vf/k'kklh ds 'kCnksa esa ge ;g vuqHko djrs gSa fd foi.ku ,d
vk/kkjHkwr cqfu;knh n'kZu gSA bl n'kZu dk izFke vk/kkj] O;olk; djus ds xzkgdksUeq[kh rjhdksa dks Lohdkjuk ,oa
ekU;rk nsuk gSA foi.ku ds vUrxZr xzkgd ,d vk/kkj ,oa dszUnz fcUnq cu tkrk gSA ftlds pkjksa vksj O;olk;
1
W. J. Stanton, op, cit., p. 12
2 "The Marketing Concept is a Philosophy of Business" — John E. Wakefield
"The Ten Cogs in Marketing for Profits" "Sales Management", Oct. 16, 1969, p. 3.
3
"The Marketing concept is a corporate state of mind that insists on the integration and co-ordination of all marketing functions
which in turn an welded with all other corporate functions for the basic objective of producing maximum long range corporte
profits." — Arthur P. Felton "Making the Marketing Concept Work". Harvard Business Review July-August, 1959, p. 55
4
"In its fullest sense, the marketing concept is a Philosophy of business which states that the customers-want-satisfaction is the
economic and social justification of a company's existence. Consequently, all Company activities in production, engineering and
finance, as well as in marketing must be devoted to first, determining what the customer's wants are and, then satisfying these wants
while still making a reasonable profit. W. J. Stanton, op. cit., p. 11.
foi.ku fopkj 21

lHkh lEcfU/kr oxksZa ds fgrksa ds fy, pDdj dkVrk gSA -------------- f}rh; vk/kkj ftl ij foi.ku n'kZu vk/kkfjr
gS] og ;g gS fd bl fopkj dh tM+sa ifjek.k&fopkj esa ugha cfYd ykHk&fopkj esa gSaA5
4- dafMQ fLVy ,oa xksoksuh ds vuqlkj Þewyr% foi.ku fopkj] og izcU/k&n'kZu gS tks bl fopkj dks viukus okyh
dEifu;ksa ds foi.ku iz;klksa ds izcU/k dks lqn<` +rkiwoZd izHkkfor djrk gSAÞ 6
5- fQfyi dksVyj ds vuqlkj] Þfoi.ku fopkj] foi.ku iz;klksa ds iFk izn'kZu dk n'kZu gSAÞ7
mi;qZDr foospu ds vk/kkj ij ;g dgk tk ldrk gS fd Þfoi.ku fopkjÞ] foi.ku fØ;kvksa dk ekxZ&n'kZu djus okyk ,slk
izcU/k n'kZu gS tks xzkgdksUeq[kh gS vkSj foi.ku laLFkk dh leLr fØ;kvksa dks ,dhÑr djrs gq, mfpr ykHkktZu ij cy
nsrk gSA bl fopkj dks vk/kqfud ekuk x;k gSA
foi.ku fopkj dh ekU;rk,¡ vFkok fo'ks"krk,¡
(Assumptions or Characteristics of the Marketing Concepts)
izeq[k ekU;rk,¡ vFkok fo'ks"krk,¡ fuEufyf[kr gSa%
1- foi.ku fopkj/kkjk ^O;olk;* ,oa ^foi.ku* dks i;k;Zokph cukrh gS vkSj O;olk;&laxBu dks foi.ku laxBu esa
cny nsrh gSA

m
2- foi.ku fopkj lkekftd&vkfFkZd lUrqf"V ds fl)kUr ij vk/kkfjr fopkj gS tks xzkgd&lUrqf"V dks foi.ku&izfØ;k
dk ân; ekurk gSA
3- foi.ku fopkj fcØh dh ek=kk ij /;ku u nsdj ykHkdkjh foØ; ifj.kke ij /;ku nsrk gSA
o
.c
4- foi.ku fopkj ,dhÑr vFkok lqxzfFkr foi.ku ij cy nsrh gSA bldk rkRi;Z ;g gS fd foi.ku fØ;kvksa ,oa
fu.kZ;ksa dk lEcU/k laLFkk dh vU; fØ;kvksa ,oa fu.kZ;ksa ls gksuk pkfg,A blds vfrfjDr] foi.ku] foi.ku vf/kdkjh

a
dks laLFkk esa loksZPp laxBukRed in iznku djus ij cy nsrk gSA vU; 'kCnksa esa] ;g fopkj/kkjk laLFkk dh fØ;kvksa
dks ,dhÑr djus ,oa laLFkk o mlds foHkkxksa ds y{;ksa esa ,d:irk LFkkfir djus ij cy nsrh gSA

m
foi.ku fopkj ,oa mldh fo'ks"krkvksa dks fuEu fp=k 2-1 }kjk iznf'kZr fd;k tk ldrk gSA fp=k 2-1 crykrk gS fd foi.ku

a
fopkj dks viukus oky laLFkk lcls igys xzkgdksa dh fo|eku ,oa lEHkkfor t:jrksa vkSj bPNkvksa dh tkudkjh djrh
gSA rnqijkUr Lo;a dh {kerkvksa ,oa lk/kuksa dks /;ku esa j[krs gq, lEHkkfor cktkj voljksa dk fu/kkZj.k djrh gSA blds
n
ckn foi.ku fØ;kvksa dks ijLij lEc) djrk gSA blds i'pkr~ fufeZr mRiknksa ,oa lsokvksa dk foi.ku fd;k tkrk gS

y
ftlls xzkgdksa dks lUrqf"V vkSj QeZ dks ykHk fey ldsA

d xzkgd lUrqf"V

u
xzkgdksa dh laHkkfor cktkj foi.ku {kerk,¡ mRikn ,ao
fo|eku ,oa voljksa dk ,oa foi.ku lsokvksa dk
laHkkfor t:jrksa
t fu/kkZj.k dk;ZØe mRiknu ,oa

tkudkjh S
vkSj bPNkvksa dh foi.ku
mfpr ykHkktZu

cUn ik'k&izfrlaHkj.k
fp=k 2.1
5
Freed J. Borch "The Marketing Philosophy as a way of Business life, the marketing Concepts: Its meaning to Management". AMA
Marketing Series No. 99, New York, 1957, pp. 3-5.
6
Basically, the marketing concept is a philosophy of management that strongly influences the management of marketing efforts in
those companies adopting it." Cundiff, Still and Govoni op. cit., p. 16.
7
Phillip Kitler, op. cit., p. 12.
22 foi.ku ds fl)kUr

fQfyi dksVyj dk er gS fd Þfoi.ku fopkj og izcU/k vfHkLFkkiu (Management Orientation) gS tks bl ckr dks
crykrk gS fd laxBu dk izeq[k dke fdlh y{;&cktkj dh vko';drkvksa] bPNkvksa vkSj ewY;ksa dk fu/kkZj.k djuk gSA
rFkk izfrLif/kZ;ksa dh rqyuk esa vR;f/kd izHkkoiw.kZ ,oa dk;Zdq'ky rjhds ls okafNr lurqf"V;k¡ iznku djus gsrq laxBu dks
vuqdwy cukuk gSAÞ bl fopkj dh izeq[k ekU;rk,¡ fuEufyf[kr gSa%8
1- laxBu dk dk;Z fdlh fuf'pr xzkgd lewg dh vko';drkvksa ,oa bPNkvksa dh lUrqf"V djuk gksrk gSA
2- laxBu ;g Lohdkjrk gS fd xzkgd bPNkvksa dh lUrqf"V ds fy, ,sls lfØ; foi.ku dk;ZØe dh t:jr gksrh
gS tks bu bPNkvksa ds ckjs esa tkudkjh djrk jgrk gSA
3- laxBu dks lqxzfFkr vFkkZr~ ,dhÑr foi.ku fu;U=k.k dh t:jr gksrh gSA
4- xzkgd&lUrqf"V xzkgdksa dh fu"Bk izkIr djrh gS] O;olk; dh iqujko`fÙk djrh gS vkSj [;kfr izkIr djrh gSA

foi.ku fopkj ds LrEHk

(Pillars of Marketing Concept)
Þfoi.ku fopkj oLrqr% ,slk xzkgdksUeq[kh n`f"dks.k gS ftls ,dhÑr foi.ku dk leFkZu izkIr gS vkSj ftldk y{;
xzkgd&lUrqf"V ds tfj;s laxBukRed y{;ksa dh izkfIr gSAÞ bl fopkj ds fuEu rhu vk/kkj LrEHk gSa%
xzkgdksUeq[kh n`f"Vdks.k m
(Customer-Orientation)
o
.c
foi.ku fopkj xzkgd dks loksZifj ekudj pyrk gS vkSj laLFkk dks xzkgd dh n`f"V ls ns[kus ij cy nsrk gSA foi.ku fopkj
dk ;g vk/kkj LrEHk mRiknksUeq[kh (Product-oriented) u gksdj xzkgdksUeq[kh (Customer-oriented) gSA ;g fopkj xzkgdksa
a
dks laLFkk dk ekfyd ekurk gS vkSj laxBukRed pkVZ esa mUgsa loksZifj LFkku nsrk gSA bl fopkj/kkjk dks viukus okyh
laLFkk,¡ laxBu dh uhfr;ksa ,oa dk;ZØeksa dk fuekZ.k xzkgd dks dsUnz fcUnq cuk dj djrh gSa rFkk xzkgdksa dh :fp;ksa ,oa
m
vko';drkvksa esa gq, ifjorZuksa ds vuq:i mRikn lafeJ (Product-mix) esa ifjorZu djrh gSA oLrqr% ;g vo/kkj.kk xzkgd

a
dh izHkqlÙkk esa fo'okl j[krh gS vkSj xzkgd }kjk okafNr mRiknksa ds fuekZ.k dks lokZf/kd egÙo nsrh gSA

n
foi.ku fopkj ds bl xzkgdksUeq[kh vk/kkj LrEHk dks O;ogkj esa fØ;kfUor djus gsrq fuEukafdr dne fy;s tkus t:jh gSa&

y
1- okLrfod vko';drk dk fu/kkZj.k% foi.ku laLFkk dk izkFkfed dne xzkgdksa dh okLrfod vko';drkvksa dk
fu/kkZj.k djus ls lEcU/k j[krk gSA ;fn foi.ku laLFkk nokb;k¡ csprh gS rks izcU/kdksa dks ;g tku ysuk pkfg,
d
fd os nokb;k¡ ugha vfirq LokLF; vFkok thou csp jgs gSaA ;fn laLFkk xeZ diM+s csprh gS rks ;g tkuuk pkfg,

u
fd lq[kn xekZgV csp jghs gSA ;fn Jàxkj ds lkeku csprh gS rks le>uk pkfg, fd lkSUn;Z cspk tk jgk gSaA

t
VsyhQksu csprh gS rks lapkj vkSj lEidZ cspk tk jgk gSA bl izdkj] mRikn ;k lsok vfUrer% miHkksDrkvksa ds
fy, D;k djrh gS vksj miHkksDrk mlls D;k vk'kk,¡ j[krs gSa] budh tkudkjh xzkgdksUeq[kh n`f"Vdks.k dks

2-
S
O;ogkfjd :i nsus esa lgk;d gksrh gSA
y{; lewgksa dk fu/kkZj.k% tc foi.ku laLFkk miHkksDrk dh okLrfod vko';drk dk fu/kkZj.k dj ysrh gS] rc
mls cktkj&foHkfDrdj.k dh jhfr&uhfr dks viukdj mu y{;&lewgksa dks fu/kkZfjr djuk pkfg,A ftu rd og
igq¡puk pkgrh gSA O;ogkj esa fofHkUu cktkj&[k.M gksrs gSa ftudh vko';drk,¡ fHkUu&fHkUu gksrh gSa vkSj ftUgsa
,d mRikn }kjk iwjk djuk lEHko ugha gksrk gSA blfy, lk/kuksa ds lhfer gksus ij fdlh fof'k"V y{;&cktkj
dk pquko djuk ijeko';d gksrk gS vFkok lk/kuksa ds vlhe gksus ij ^mRikn fofof/kdj.k* (Product diversi-
fication) dh jhfr&uhfr dks viukuk gksrk gSA
3- mRikn ,oa lUns'k igq¡pkuk% tc foi.ku laLFkk fu/kkZfjr y{; lewgksa ds fy, mi;qDr mRikn cuk ysrh gS rc

8
Phillip Kotler, op. cit., p. 14.
foi.ku fopkj 23

lgh le; ij i;kZIr ek=kk esa lgh fdLe ,oa dher okyk mRikn xzkgdksa rd igq¡pkuk pkfg,A ;fn izfrLi/kkZ vf/
kd gS rks ^mRikn&foHksnhdj.k* (Product differentitation) dh jhfr&uhfr dk lgkjk fy;k tkuk pkfg,A
4- miHkksDrk vuqla/kku djrs jguk% nh?kZdky rd miHkksDrkvksa dh vko';drvksa ,oa :fp;ksa ds vuq:i mRikn dks
cuk;s j[kus ds fy, foi.ku laLFkk }kjk miHkksDrk vuqla/kku dk;Z lrr~ :i ls djrs jguk pkfg,A ;fn miHkksDrk
vU; fuekZrkvksa dh oLrqvksa ds izfr >qdko izdV djus yxrs gSa rks mu izfrLi/khZ mRiknksa rFkk mueas iz;Dq r vkS|ksfxdh
ds ckjs esa xgjh Nkuchu djds Lo;a ds mRiknuksa dks Hkh muls Js"B cukuk pkfg,A
,dhÑr foi.ku (Integrated Marketing)
,dhÑr foi.ku dk vk/kkj LrEHk dEiuh dh laxBu lajpuk es ifjorZu dh vko';drk dks izdV djrk gSa ;g LrEHk
foi.ku dEiuh dh leLr fØ;kvksa esa ,dhdj.k djus rFkk mUgsa foi.ku y{;ksa dh izkfIr dh fn'kk esa vxzlj djus ij cy
nsrk gSA bl LrEHk dh ekU;rk ;g gS fd tc rd dEiuh ds lHkh foHkkx feydj fdlh ,d fof'k"V vf/kdkjh ds usrR` o
esa dk;Z ugha djasxs] rc rd foi.ku y{;ksa dh izkfIr ugha gksxhA blfy,] foi.ku vf/k'kklh ds usrR` o ,oa fu;U=k.k esa laLFkk
ds vU; foHkkx tSls mRiknu] foÙk] foØ;] lsfooxhZ;] vuqlU/kku ,oa fodkl vkfn foHkkx gksus pkfg, rkfd og vf/k'kklh
lapkyd e.My

izcU/k lapkd
m
o
.c
egk izcU/kd

ys[kk deZ mRiknu foi.ku foÙk vuq l a / kku a tu lEidZ ls f ooxhZ ; dkuwuh

m
izcU/kd izcU/kd izcU/kd ,oa fodkl izcU/kd izcU/kd lykgdkj
izcU/kd
izcU/kd

a js[kkfp=k 2-3

n
xzkgd&lUrqf"V dks izHkkfor djus okyh leLr fØ;kvksa dk izcU/k Hkyh izdkj dj ldsA ,dhÑr foi.ku dks u viukus

y
okyh laLFkkvksa esa laxBu pkVZ fuEu :i ys ldrk gS ¼nsf[k, fp=k ua- - ½ 23

d
lapkyd e.My

u foi.ku lapkyd

t
ys[kk deZ
S
mRiknu foi.ku foÙk vuq l a / kku tu lEidZ ls f ooxhZ ; dkuwuh
izcU/kd izcU/kd izcU/kd ,oa fodkl izcU/kd izcU/kd lykgdkj
izcU/kd
vf/kdkjh
js[kkfp=k 2-4
,dhÑr foi.ku ds vk/kkj LrEHk dks viukus okyh laLFkkvksa dk laxBu pkVZ fp=k ua- 2-4 tSlk :i xzg.k dj ldrk gS&
laxBukRed y{;ksa dh iwfrZ dk vk/kkj&xzkgd lUrqf"V
(Customer Satisfaction as Key to Organisational goals)
foi.ku fopkj dk rhljk vk/kkj LrEHk xzkgd lUrqf"V gSA xzkgd lUrqf"V gh laxBukRed y{;ksa dh iwfrZ ,oa ykHkktZu dk
24 foi.ku ds fl)kUr

vk/kkj gSA blfy,] foi.ku fopkj dks viukus okyh laLFkkvksa dks pkfg, fd os xzkgd dks lnSo lgh le>s] vkSj mls lnSo
lUrks"kizn lsok,¡ nsus gsrq rRij jgsaA fu"d"kZ ds rkSj ij dgk tk ldrk gS fd xzkgd dh lUrqf"V dks foi.ku iz;klksa dk
y{; ekuuk pkfg,] vkSj laLFkk ds ykHk xzkgd lUrqf"V dk ifjek.k gksuk pkfg,A

vk/kqfud ,oa iqjkus foi.ku fopkj esa vUrj

(Difference between Old and new Concepts of Marketing)
vk/kqfud foi.ku fopkj cnyrs gq, izcU/k&n'kZuksa dk dkj.k&ifj.kke jgk gSA iqjkuh fopkj/kkjk oLrqr% vk/kqfud foi.ku
fopkj dh i`"BHkwfe gS vkSj fodklkoLFkk;sa gSaA budks foi.ku lkfgR; esa ^mRikn fopkj* ,oa foØ;.k fopkj ds uke ls iqdkjk
x;k gSA dqN fo}ku bUgsa ^mRiknksUeq[kh foi.ku n`f"Vdks.k* rFkk foØ;ksUeq[kh foi.ku n`f"Vdks.k* Hkh dgrs gSaA vk/kqfud
foi.ku fopkj ds lkFk bu n`f"Vdks.kksa dk vUrj tkuus ls iwoZ ^mRikn&fopkj* rFkk ^foØ; fopkj* dks tku ysuk vR;ko';d
gSA
^mRikn fopkj* (Product Concept) mRikndksa dh fØ;kvksa dk lcls iqjkuk ekxZn'kZd rFkk fu;U=kd jgk gSA dksVyj ds
vuqlkj] mRikn fopkj ,slk izcU/k&vfHkLFkkiu gS tks ;g ekudj pyrk gS fd miHkksDrk vPNs ,oa mfpr dher okys mRiknksa

m
dks viuk leFkZu nsrs gSa vkSj lUrks"kizn foØ;ksa rFkk ykHkksa ds fy, dEiuh dks cgqr de foi.ku iz;kl djus dh t:jr
gSA
o
.c
^foØ;.k fopkj* (Selling Concept) mRikndksa dh fØ;kvksa ds ekxZn'kZu vkSj fu;U=k.k dh f}rh; fopkj/kkjk jgh gSA
dksVyj ds vuqlkj] ÞfoØ; fopkjÞ ,slk izcU/k vfHkLFkkiu gS tks ;g ekudj pyrk gS fd i;kZIr foØ;.k vkSj lao)Zu

a
iz;klksa ds vHkko esa miHkksDrk dEiuh dh oLrqvksa dks vf/kd ifjek.k esa ugha [kjhnsaxsA

m
foi.ku dh vk/kqfud fopkj/kkjk vkSj mlds dk;ksZa dks fuEu fp=k ls vPNh rjg n'kkZ;k tk ldrk gS%&

a
foi.ku dh iqjkuh vkSj u;h fopkj/kkjk ds vUrj dks fuEu pkVZ dh lgk;rk ls vf/kd Li"V dj ldrs gSa%

n
foi.ku fØ;k;sa&iqjkuh fopkj/kkjk (Marketing Functions - Old Concept)

y
d
dk;Z (Functions) y{; (Objectives)

u
1
t 2 3 4

mRikn S dher forj.k lkj.kh foØ; lao)Zu YkkHk vf/kd

(Price)
foØ; }kjk
(Product) (Channels of (Sales
Distribution) Promotion) (Profit through
increased sales
volume)
foi.ku fopkj 25

foi.ku fØ;k;sa&uohu fopkj/kkjk (Marketing Functions - New Concept)

dk;Z (Functions) y{; (Objectives)

1 2 7 8
foi.ku vuqla/kku foi.ku fu;kstu iqjkuh fopkj/kkjk ykHk xzkgd
foØ;okn dh vfoi.ku
¼xzkgd dh ds vUrZxr fd;s lUrqfa"V }kjk
Marketing lsok;sa (After (Demarketing)
vko';drk o Planning tkus okys dk;Z Sales Services) Profit
bPNk dh
Through
tkudkjh½
customer
Marketing
Satisfaction
Research
(Ascertainment
of Customer
m
o
needs &
desires.)

.c
3 4 5 6

a
mRikn dher forj.k lkj.kh foØ; lao)Zu
(Product) (Price) (Channels of (Sales

m
Distribution) Promotion)

a
nHkkx esa foi.ku dk;Z ] ] ] iqjkuh fopkj/kkjk dks crkrs gSa] fp=k
fp=k 2-5 foi.ku fopkj (Marketing Concept)

y
mijksDr fp=k ls ;g izrhr gksrk gS fd fp=k ds igys 1 2 3 4
ds nwljs Hkkx esa ] ] ] rks iqjkuh fopkj/kkjk
3 4 5 6 ds vUrZxr foi.ku izcU/k ds dk;Z gSa rFkk uohu fopkj/kkjk esa ] ] o 1 2 7
8
d
dk;Z Hkh foi.ku izcU/k ds vUrZxr vk x;s gSA iqjkuh fopkj/kkjk esa xzkgdksa dh bPNk o vko';drk dks tkus fcuk oLrq

ugSA iqjkuh fopkj/kkjk esa foØ; vkSj mldh o`f) dh tkrh Fkh ysfdu ubZ fopkj/kkjk esa
cukbZ tkrh FkhA ysfdu ubZ fopkj/kkjk esa oLrq dks cukus ds iwoZ xzkgdksa dh vko';drk vkSj bPNk dks tkuk tkrk gSA

blds lkFk ekax dk iwokZt

tSlk fd mijksDr fp=k esa crk;k
uqeku vkSj foi.ku ,dhdj.k Hkh tksM fy;k gS ftlls O;kikfjd dk;Z vf/kd lqfo/kktud gks x;s
S
gSaA iqjkuh fopkj/kkjk esa vf/kd ykHk foØ; esa o`f) djds izkIr fd;k tkrk Fkk ysfdu vk/kqfud fopkj/kkjk esa oLrq dks cspus
ds ckn xzkgd dh larqf"V ds fy, foØ; ds ckn lsok,a vkSj xkjUVh nh tkrh gSA bl izdkj mijksDr fp=k ls foi.ku dh
iqjkuh vkSj vk/kqfud fopkj/kkjk ds chp ds varj dks vklkuh ls le> ysrs gSaA
foi.ku dh iqjkuh fopkj/kkjk lk/kkj.k foØ; vkSj foØ; izorZu rd FkhA ysfdu foi.ku dh ubZ fopkj/kkjk foØ; vkSj
izorZu rd gh lhfer ugha gSA blesa dsoy dksbZ ,d fØ;k gh ugha yh tkrh tSls foØ;] foKkiu vkSj forj.k cfYd blesa
foi.ku ,dhdj.k gksrk gS ;k nwljs 'kCnksa esa ;g fofHkUu O;kikfjd fØ;kvksa dk ,dhdj.k djrh gSA bldk vafre mís';
miHkksDrk dh vko';drk vkSj bPNk dks r`Ir djuk gSA ikWy etqj (Paul Mazur) ds vuqlkj ;g Þthou Lrj dh lqiqnZxh
gSÞ (The delivery of standard of livig)A fo|eku vko';drkvksa dks larq"V djuk] mÙke ubZ bPNkvksa dk fuekZ.k djuk
vkSj oLrqvksa esa lq/kkj djuk] foi.ku miHkksx ds rjhdksa dks crkrh gS vkSj yksxksa ds thou Lrj dks lq/kkjrh gSA
26 foi.ku ds fl)kUr

foi.ku dh vk/kqfud fopkj/kkjk ds vuqlkj izcU/k dks Lo;a mRikn ds mRiknu dks gh ugha lkspuk pkfg,] ewY; ds vuqlkj
xzkgd dks larq"V djus dh Hkh O;oLFkk djuh pkfg,A foi.ku dh ubZ fopkj/kkjk dk fu"d"kZ ;g gS fd xzkgd ,d ,slk
pØ gS ftl ij lkjh O;kikfjd fØ;k,a pDdj yxkrh gSA
iqjkuh mRiknu iz/kku fopkj/kkjk ÞØsrk lko/kkuß (Caveat Emptor) dk n`f"Vdks.k fy, gq, Fkh ftldk rkRi;Z] xzkgd dks
lk/kku jguk pkfg,] oLrq dks cspus ds ckn foØsrk dk dksbZ mÙkjnkf;Ro ugha gSA u;h cktkj iz/kku fopkj/kkjk ÞfoØsrk
lko/kkuß (Caveat Vendor) ftldk rkRi;Z gS foØsrk dks lko/kku jguk pkfg,] foØsrk oLrq dks cspus ds ckn iw.kZ
mÙkjnk;h gksrk gSA foØsrk dk vafre mís'; xzkgd dks larq"V djuk gSA

vk/kqfud ,oa iqjkus foi.ku fopkj esa vUrj

(Difference between old and New concept of marketing)
miHkksDrk larqf"V (Consumer Satisfaction) iqjkuh fopkj/kkjk oLrqvksa dks mRiknd ls miHkksDrk rd igq¡pkus dh Fkh
vkSj mlesa ykHk eq[; dkjd FkkA ysfdu vk/kqfud fopkj/kkjk esa miHkkssDrk dh lUrqf"V vfuok;Z gSA dksbZ Hkh fuekZrk fcuk
miHkksDrk dh lUrqf"V ds vius fu/kkZj.k dk;Z dks vf/kd le; rd ugha pyk ldrk gSA
ykHk dekuk (Profit earning) iqjkuh fopkj/kkjk esa ykHk dekuk eq[; dk;Z Fkk ysfdu vkt dh fopkj/kkjk eas miHkksDrk
dks lUrq"V djds gh ykHk dek;k tk ldrk gSA
m
o
foi.ku dk;ksZa esa ikjLifjd lEcU/k (Mutual relationship between marketing functions) iqjkuh fopkj/kkjk esa

.c
foi.ku ds dk;ksaZ esa ikjLifjd lEcU/k ;k rks Fkk gh ugha ;k cgqr de Fkk ysfdu uohu fopkj/kkjk esa foi.ku ds izR;sd
{ks=k dk lEcU/k vko';drk gh ugha cfYd mu lcdk fu;kstu ,oa leUo; Hkh vfuok;Z gSA fcuk buds ,dhdj.k ds

a
miHkksDrk lUrqf"V ugha dh tk ldrh gSA
miHkksDrk&lapkfyr (Consmer-oriented) iqjkuh fopkj/kkjk oLrq&lapkfyr Fkh ysfdu uohu fopkj/kkjk miHkksDrk&lapkfyr

m
gSA bldk vFkZ ;g gS fd iqjkuh fopkj/kkjk esa fuekZrk dk /;ku oLrq ds mRiknu ij gh dsfUnzr Fkk vkSj forj.k dk dk;Z

a
e/;LFk djrs Fks ysfdu uohu fopkj/kkjkvksa esa fuekZrkvksa dk /;ku miHkksDrk ij dsfUnzr gSA ftlesa miHkksDrkvksa dh
vko';drkvksa dk irk yxk;k tkrk gS vkSj mRiknu dks mlh ds vuq:i cuk;k tkrk gSA
miHkksDrk vuqlU/kku (Consumer research) n
uohu fopkj/kkjk miHkksDrk vuqlU/kku ij i;kZIr O;; djus ij tksj nsrh
y
gSA tcfd iqjkuh fopkj/kkjk esa bldh vko';drk ugha FkhA
miHkksDrk dY;k.k
d
(Consumer Welfare) uohu fopkj/kkjk dk nh?kZdkyhu mís'; miHkksDrk dY;k.k gS tcfd iqjkuh

u
fopkj/kkjk esa bldk dksbZ LFkku ugha FkkA blfy, vkt jgu&lgu ds Lrj dks Å¡pk mBkus dk mÙkjnkf;Ro foi.ku dk
gh ekuk tkrk gSA
lkekftd mÙkjnkf;Ro t uohu fopkj/kkjk esa lkekftd mÙkjnkf;Ro dks Hkh vc tksM+k tkus yxk
S
(Social Responsibility)
gS tcfd iqjkuh fopkj/kkjk esa bldk dksbZ LFkku ugha FkkA bl lEcU/k eas lkekftd mÙkjnkf;Ro dk vFkZ gS fd foi.ku
djrs le; lekt dks mfpr ewY; ij mfpr izdkj dh oLrq nh tkuh pkfg,A
uohu o iqjkuh fopkj/kkjk dks fuEu izdkj fp=k }kjk Li"V fd;k tk ldrk gS&
iqjkuh foØ; ,oa foØ; }kjk
oLrq
fopkj/kkjk foØ; lao)Zu ykHk

uohu xzkgd foØ; xzkgd

oLrq
fopkj/kkjk vko';drk,¡ lao)Zu lUrqf"V }kjk
,oa vuqlU/kku ykHk
foi.ku fopkj 27

ysfdu dqN fo}ku bu rdksaZ ls lger ugha gS vkSj mudk dguk gS fd vk/kqfud foi.ku fopkj/kkjk Hkkjr esa ykxw gksrh
gSA vr% os ;g rdZ izLrqr djrs gS fd ¼1½ ;gk¡ vusd mRiknd o fuekZrk gSa tks oLrq cukus ls iwoZ miHkksDrkvksa dh bPNk
o vko';drkvksa dk irk yxkrs gSaA rFkk blds ckn miHkksDrkvksa dh vk'kk ds vuq:i mRiknu djrs gSaA ¼2½ foØ; dh
O;oLFkk djrs gSa rFkk foØ; ds ckn lsok Hkh nsrs gSaA blhfy, ;gk¡ vusd oLrqvksa dh xkj.Vh nh tkrh gSA ;fn ml xkj.Vh
le; esa oLrq [kjkc gks tkrh gS rks mls cnyk tkrk gS ;k mldh eq¶r ejEer dh tkrh gSA ¼3½ miHkksDrk dk jgu&lgu
Lrj mBkus ds fy, foKkiu o vU; foØ; loa)Zu ds dk;Z dj mldks oLrq [kjhnus ds fy, foo'k fd;k tkrk gSA lk[k
o fdLr dh lqfo/kk nh tkrh gSA ¼4½ ;gk¡ dqN fuekZrk gSa ftudk ykHk izkfIr dk mís'; xkS.k o tu lsok dk mís';
izkFkfed gSA
nksuksa i{kksa ds rdksaZ dks /;ku esa j[kdj ge bl fu"d"kZ ij vkrs gSa fd Hkkjr esa vk/kqfud foi.ku fopkj/kkjk vkaf'kd :i
ls ykxw gSA ;gk¡ dqN fuekZrk o mRiknd vo';d gSa tks vk/kqfud fopkj/kkjk ds vuq:i dk;Z djrs gSa ysfdu vf/kdka'k
ughaA ijUrq tSls&tSls f'k{kk dk izlkj] tula[;k dk 'kgjhdj.k] izfr O;fDr vk; esa o`f)] jgu&lgu ds Lrj esa lq/kkj
vkfn gksrk pyk tk;sxk oSls&gh&oSls Hkkjr esa vk/kqfud fopkj/kkjk dh ekU;rk c<+rh pyh tk;sxhA

foi.ku o foØ; esa vUrj

(Distinction Between Marketing & Selling)
m
vusd O;fDr foi.ku o foØ; esa dksbZ vUrj ugha djrs gSaA vr% os mudk iz;ksx i;kZ;okph 'kCnksa ds :i esa djrs gSaA ;g
o
mfpr ugha gSA okLro esa nksuksa 'kCnksa esa fHkUurk gSA foi.ku 'kCn dk vFkZ foLr`r gS ftlesa foØ; Hkh 'kkfey gSA foØ; dk

.c
dk;Z oLrqvksa dks vfUre miHkksDrk ;k fuekZ.k djus okyh laLFkk rd igq¡pkuk gS tcfd foi.ku fØ;k rks efLr"d esa oLrq
ds fuekZ.k dk fopkj vkrs gh çkjEHk gks tkrh gSA foi.ku esa foi.ku vuqlU/kku rFkk oLrq fu;kstu ls ysdj foØ; ds

1-
a
ckn dh lsok,¡ Hkh 'kkfey dh tkrh gSA la{ksi esa foi.ku o foØ; esa fuEu vUrj ik;s tkrs gSa%&
foØ; dk {ks=k ladqfpr tcfd foi.ku dk {ks=k vis{kkÑr foLr`r gksrk gSA
2- m
foØ; esa vf/kd foØ; ij vf/kd /;ku fn;k tkrk gS tcfd foi.ku esa xzkgd dh vko';drkvksa ds irk yxkus
a
o mUgsa lUrq"V djus ij vf/kd tksj fn;k tkrk gSA
3-
n
oLrq dks udn nzO; esa cnyuk gh foØ; dgk tkrk gS ysfdu foi.ku ds vUrxZr xzkgdksa dks oLrq rFkk ewY; lUrqf"V

y
nsuk Hkh vko';d gSA
4- foØ; esa oLrq ij /;ku dsfUnzr jgrk gS tcfd foi.ku esa xzkgd lUrqf"V ijA
d
foi.ku fopkj/kkjk lEcU/kh fofHkUu n`f"Vdks.k
u views Regarding Marketing Concept)
foi.ku dh dksbZ ,d loZt
(Various

S ekU; ifjHkk"kk ugha gSA foi.ku dk vFkZ fofHkUu fo}ku fofHkUu izdkj ls yxkrs gSaA ge bu fo}kuksa
ds fopkjksa dks fuEu erksa esa foHkkftr dj ldrs gSa&
1- oLrqvksa vkSj lsokvksa ds forj.k lEcU/kh fopkj/kkjk]
2- mi;ksfxrkvksa ds l`tu lEcU/kh fopkj/kkjk]
3- thou&Lrj iznku djus lEcU/kh fopkj/kkjk]
4- iz.kkyh n`f"Vdks.k fopkj/kkjk]
5- miHkksDrk lUrqyu fopkj/kkjk]
6- vU; fopkj/kkjk,¡A
28 foi.ku ds fl)kUr

oLrqvksa vkSj lsokvksa ds forj.k lEcU/kh fopkj/kkjk

(The Distribution of Goods and Services Concept)
foi.ku lEcU/kh fopkjksa dks Li"V djrs gq, dqN fo}kuksa us foi.ku esa dsoy mu fØ;kvksa dks gh lfEefyr djus dk fopkj
O;Dr fd;k gSA tks oLrqvksa ,oa lsokvksa dks fuekZrk ls miHkksDrk rd igq¡pkus esa dh tkrh gSA bl izdkj ds fo}kuksa dh dqN
ifjHkk"kk,¡ fuEu izdkj gS%&
1- Vkmlys] DykdZ ,oa DykdZ ds vuqlkj] Þfoi.ku esa os lHkh iz;Ru 'kkfey gSa tks oLrqvksa vkSj lsokvksa ds LokfeRo
gLrkUrj.k dks izHkkfor djrs gSa vkSj HkkSfrd foi.ku dh O;oLFkk djrs gSaAÞ
2- dUolZ áw th ,oa fepy ds er esa] Þfoi.ku esa os fØ;k,¡ 'kkfey dh tkrh gSa tks oLrqvksa vkSj lsokvksa ds mRiknu
ds miHkksx rd ds cgko ls lEcfU/kr gSaAÞ
3- vejhdu ekdsZfVax ,lksfl,'ku dh ifjHkk"kk lfefr dh jk; esa] ÎÞfoi.ku dk vFkZ O;kikfjd fØ;kvksa dks iwjk djus
ls gSA ;g fØ;kvksa dks iwjk djus ls gSaA ;g fØ;k,¡ oLrqvksa vkSj lsokvksa dks mRiknd ls miHkkssDrk ;k iz;ksxdrkZ
rd ds cgko dks funsZf'kr djrh gSA
foi.ku ds {ks=k esa mi;qZDr fopkjksa dks ,d yEcs dky rd ekU;rk feyrh jgh ysfdu vkt bu fopkjksa dh ekU;rk lekIr
gks pqdh gS vkSj budks iqjkuh fopkj/kkjk dk izrhd ekuk tkrk gSA blh ckr dks bl izdkj Hkh dg ldrs gSa fd ;g fopkj
ladh.kZrk fy, gq, gSaA vr% bu fopkjksa dh fuEu vkykspuk dh tkrh gS&
m
o
1- bu fopkjksa ds vuqlkj foi.ku dk;Z oLrq ds fufeZr gks tkus ds ckn gh izkjEHk gksrk gS ysfdu okLrfodrk ;g
gS fd oLrq dk fuekZ.k cgqr igys ls gh izkjEHk gks tkrk gS vkSj og Hkh miHkksDrk ,oa foi.ku vuqlU/kku ds

.c
vk/kkj ij bl çdkj miHkksDrk ,oa foi.ku vuqla/kku oLrq fu;kstu] oLrq fMtkbu] oLrq iSdsftax ,oa czk.M
fu/kkZj.k rFkk foKkiu ,oa foØ; lao)Zu dk dk;Z bu ifjHkk"kkvksa dh ifjf/k esa ugha vkrk gS tcfd vktdy ;g

2-
lHkh dk;Z foi.ku ds vax ekus tkrs gSaA
a
bl fopkj/kkjk esa foØ; ds ckn nh tkus okyh lsokvksa ds fy, dksbZ LFkku ugha gS vFkkZr ;g lsok,¡ foi.ku ds
m
{ks=k esa ugha vkrh gS tcfd vk/kqfud fopkj/kkjk esa ;g ,d egÙoiw.kZ midj.k gSA
3-
a
bl fopkj/kkjk dh vkykspuk bl izdkj dh tkrh gS fd ;g fopkj/kkjk bl ckr ij dsfUnzr gS fd tks dqN Hkh

n
fuekZrk }kjk cuk;k tk;sxk og xzkgdksa }kjk Ø; dj fy;k tk;sxk vFkkZr~ ;g fopkj/kkjk oLrq&vfHkeq[kh gSA
vktdy rks miHkksDrk&vfHkeq[kh fopkj/kkjk ik;h tkrh gS ftlesa mRiknu miHkksDrk dh :fp ,oa vko';drkvksa
ds vuqlkj fd;k tkrk gSA
y
4-
d
;g fopkj ml le; ds fy, mfpr Fks tcfd m|ksx ,oa O;kikj rFkk lUns'k okgu ,oa ifjogu lk/kuksa dk
vf/kd fodkl ugha gqvk Fkk rFkk miHkksDrk dk thou&Lrj ,oa mldh vk; de FkhA
5- u
bl fopkj/kkjk esa lkekftd mÙkjnkf;Ro dk dksbZ LFkku ugha gS tcfd vktdy lkekftd mÙkjnkf;Ro foi.ku
t
dk ,d vax cu pqdk gSA

S
mi;ksfxrk dh l`tu lEcU/kh fopkj/kkjk (The Creation of Utilities Concept)
dqN fo}kuksa dk er gS fd foi.ku mi;ksfxrkvksa dk l`tu djus okyh fØ;k gSA bl izdkj dk er O;Dr djus okys fo}kuksa
dh ifjHkk"kk,¡ bl izdkj gS&
1- dUolZ] áw th ,oa fepy ds vuqlkj] Þfoi.ku vFkZ'kkL=k dk og Hkkx gS ftlesa LFkku] le; ,oa vf/kdkj mi;ksfxrk
dh mRifÙk dk v/;;u fd;k tkrk gSAÞ
2- fjpMZ clfddZ ds er esa] Þfoi.ku ,d ,slh lqxzfFkr iz.kkyh gS tks :i] LFkku] le; ,oa vf/kdkj mi;ksfxrkvksa
ds l`tu }kjk oLrqvksa esa ewY; mRiUu djrh gSAÞ 9
9
Marketing is an integrated system of action that creates value in goods through its creation of form, place, time and ownership
utilities."
— Richard Buskirk : Principles of Marketing, p. 5.
foi.ku fopkj 29

vFkZ'kkfL=k;ksa ds erkuqlkj foi.ku ,d iz.kkyh gS tks fd oLrqvksa esa mi;ksfxrkvksa ds l`tu }kjk ewY; mRiUu djrh gSA
;g mi;ksfxrk,¡ dUolZ] áw th moa fepy ds vuqlkj ¼LFkku] le; ,oa vf/kdkj ds :i esa½ rhu izdkj dh gksrh gS tcfd
fjpMZ clfddZ us :i mi;ksfxrk dks vkSj tksM+ fn;k gS vkSj bl izdkj buds vuqlkj mi;ksfxrk,¡ pkj izdkj dh gksrh
gSaA okLro esa] foi.ku fØ;kvksa ls] pkjksa izdkj dh mi;ksfxrk,¡ izHkkfor gksrh gSA tc oLrq dk fu;kstu ,oa fodkl fd;k
tkrk gS rks foi.ku dh ;g fØ;k :i mi;ksfxrk dk l`tu djrh gS tcfd oLrqvksa dks fofHkUu ek/;eksa ls fofHkUu foØ;
LFkkuksa ij cspus ds fy, miyC/k dj LFkku mi;ksfxrk l`ftr dh tkrh gSA blh izdkj foi.ku fØ;kvksa esa tc oLrq dks
mldh ek¡x ls iwoZ gh e/;LFkksa }kjk vius LVkWd esa j[k fy;k tkrk gS rks ;g fØ;k oLrq esa le; mi;ksfxrk dk l`tu
djrh gSA foi.ku fØ;kvksa ds vUrxZr gh oLrq ds fy, foKkiu ,oa foØ; lao)Zu fd;k tkrk gSA tks oLrq esa LokfeRo
mi;ksfxrk dk l`tu djrk gSA
okLro esa] blesa dkbZ nks er ugha gSa fd foi.ku fØ;k,¡ mi;ksfxrkvksa dk l`tu dj oLrqvksa esa ewY; mRiUu djrh gSaA
mnkgj.k ds fy,] taxy esa iM+h ydM+h dh dksbZ mi;ksfxrk ugha gS ysfdu tc dksbZ QuhZpj fuekZrk mlds taxy ls izkIr
djds rFkk dkV&Nk¡Vdj est o dqlhZ dk :i ns nsrk gS rks og ydM+h mi;ksxh gks tkrh gSA vkSj bl izdkj ml ydM+h
esa ewY; mRiUu gks tkrk gSA blh izdkj tc oLrq,¡ fuekZrk ds ;gk xSj&ekSle ds dkj.k LVkWd esa j[kh jgrh gS rks muesa
le; mi;ksfxrk mRiUu gks tkrh gS ysfdu tc os miHkksDrk ds ikl igq¡p tkrh gS rks muesa LFkku mi;ksfxrk mRiUu gks

m
tkrh gSA blh izdkj oLrq dks cspus ds fy, foKkiu muesa LokfeRo mi;ksfxrk mRiUu djrk gSA

o
bu ifjHkk"kkvksa dk nks"k ;g gS fd ;s foi.ku dh dsoy ,d fØ;k dks gh O;Dr] djrh gSaA vU; fØ;kvksa ij buesa /;ku
ugha fn;k x;k gSA lkFk gh miHkksDrk lUrqf"V ,oa lkekftd mÙkjnkf;Ro dks dksbZ LFkku bu ifjHkk"kkvksa esa ugha fn;k x;k

.c
gSA bUghsa dkj.kksa ls ;g ifjHkk"kk,¡ iqjkuh fopkj/kkjk dh ekuh tkrh gSA

a
thou&Lrj iznku djus lEcU/kh fopkj/kkjk (Delivery of Standard of Living Concept)
dqN fo}kuksa us foi.ku dk vFkZ thou&Lrj ls yxkdj ifjHkk"kk,¡ fuEu izdkj nh gSa&
1- m
ikWy etwj ds vuqlkj] Þfoi.ku lekt dks thou&Lrj iznku djrk gSAÞ
2- a
eSYde eSdu;j ds er esa] Þfoi.ku dk vk'k; thou&Lrj dk l`tu djus ,oa mls miyC/k djus ls gSAÞ
bu ifjHkk"kkvksa ds vuqlkj] foi.ku dk dk;Z] lektn dks thou&Lrj iznku djuk gSA ;g ifjHkk"kk,¡ miHkksDrk&vfHkeq[kh

y
gSa rFkk bl ckr ij cy nsrh gSa fd bPNkvksa dh lUrqf"V vo'; dh tk;A vr% oLrq fu;kstu blds vUrxZr vk tkrk gSA

d
okafNr thou&Lrj iznku djus ds fy, vko';d gS fd lekt }kjk ek¡xh tkus okyh oLrq ,oa oLrq&fo'ks"krkvksa dh mfpr
O;oLFkk dh tk;A
uthou&Lrj dk l`tu djuk gSA l`tu ls vFkZ u;h&u;h oLrqvksa dk fuekZ.k dj muds
iz;ksx esa o`f) djuk gSA t
foi.ku dk vFkZ lekt ds fy,
ftlls lekt dks ;k rks u;k thou&Lrj fey lds ;k iqjkus thou&Lrj esa lq/kkj ;k mUufr gks
lds rFkk ,d ckj
vkØe.k'khy
S lekt dks tks thou&Lrj fey tk; mlesa voufr u gksdj mUufr gksuh pkfg,A blds fy,
(aggresive) foi.ku uhfr;k¡ dke esa yk;h tkuh pkfg,A lekt dks u;h&u;h oLrq,¡ Ø; djus ds fy, foo'k
fd;k tkuk pkfg,A ftl ifjokj esa ftruh vf/kd vkjke ,oa foykflrk dh oLrq,¡ ik;h tkrh gSa mudk mruk gh
vf/kd og ifjokj mPp jgu&lgu ds Lrj dk ekuk tkrk gSA
;gh ugha] lekt ds thou&Lrj dks Å¡pk mBkus ds fy, oLrqvkaas dh miyC/krk dks c<+k;k tkuk pkfg, ftlds fy, izR;sd
xk¡o&xk¡o o 'kgj&'kgj esa oLrq miyC/k gksuh pkfg,A foi.ku ds fodkl ds vHkko esa lkekftd Lrj dks Å¡pk ugha mBk;k
tk ldrk gSA okLro esa] foi.ku ds fodkl ds gh dkj.k vkt oLrq,¡ LFkku&LFkku ij izkIr gksus yxh gSa vkSj
tu&lk/kkj.k vf/kd&ls&vf/kd oLrqvksa dk mi;ksx djus yxk gSA
30 foi.ku ds fl)kUr

iz.kkyh n`f"Vdks.k fopkj/kkjk

(System Approach Concept)
iz.kkyh n`f"Vdks.k fopkj/kkjk dh ifjHkk"kk,¡ bl izdkj gSa& ¼ 1½ izks- LVk.Vu ds vuqlkj] Þfoi.ku dk vFkZ mu ikjLifjd
O;kolkf;d fØ;kvksa dh lEiw.kZ iz.kkyh ls gS tks dbZ orZeku ,oa lEHkkfor xzkgdksa dks mudh vko';drk&lUrqf"V dh
oLrqvksa vkSj lsokvksa ds ckjs esa ;kstuk cukus] ewY; fu/kkZfjr djus] lao)Zu djus vkSj forj.k djus ds fy, dh tkrh gSAÞ
¼2½ df.MQ] fLVy ,oa xksoksuh dh jk; esa] Þfoi.ku ,d O;kolkf;d izfØ;k gSA ftlds }kjk oLrqvksa dks cktkjksa ds vuq:i
cuk;k tkrk gS vkSj LokfeRo gLrkUrfjr fd;s tkrs gSaAÞ10
bl fopkj/kkjk ds vUrxZr foi.ku ls vFkZ O;olk; dh lEiw.kZ iz.kkyh ls yxk;k tkrk gSA blesa lHkh O;kolkf;d fØ;k,¡
lfEefyr dh tkrh gSa D;ksafd ;g fØ;k,¡ ikjLifjd :i ls ,d&nwljs ls lEcfU/kr gksrh gSa rFkk ,d&nwljs dks izHkkfor
djrh gSaA dqN fo}kuksa us iz.kkyh ds LFkku ij izfØ;k 'kCn dk iz;ksx fd;k gS tSlk fd df.MQ ,oa fLVy us fd;k gSA
okLro esa] bl izdkj dh fopkj/kkjk vk/kqfud fopkj/kkjk ds vUrxZr vkrh gSa vkSj foi.ku v/;;u ds {ks=k esa bldk ,d
egRoiw.kZ LFkku gSA blesa lHkh O;kolkf;d fØ;kvksa dks lfEefyr fd;k tkrk gS pkgs os mRiknu ls iwoZ ;k mRiknu ds
ckn dh x;h gksaA
miHkksDrk lUrqf"V fopkj/kkjk (Consumer Satisfaction Concept)
m
o
vk/kqfud foi.ku fo}kuksa dh jk; gS fd miHkksDrk lUrqf"V foi.ku fØ;kvksa dh vk/kkj&f'kyk gSA vr% mUgksaus ifjHkk"kk,¡

.c
bl izdkj nh gSa& ¼1½ izks- eSdkFkhZ ds er esa] ÞmiHkksDrk ek¡xksa dh vko';drkvksa ds vuq:i mRiknu ;ksX;rkvksa dks lek;ksftr
djus dh vko';drk dk O;kikfj;ksa }kjk fn;k tkus okyk mÙkj foi.ku dgykrk gSAÞ ¼2½ fQfyi dksVyj ds vuqlkj]

a
Þfoi.ku ekuoh; fØ;kvksa dk ,d lewg gS ftldks fofue;ksa dks lqfo/kktud ,oa iw.kZ cukus dh vksj funsZaf'kr fd;k tkrk
gSAÞ11 ¼3½ izks- gsUlu dh jk; esa] Þfoi.ku miHkksDrkvksa dh vko';drkvks ,oa bPNkvksa dh [kkst djus ,oa ml [kkst dks

m
oLrqvksa vkSj lsokvksa ds fo'ks"k fooj.kksa esa ifjf.kr djus dh izfØ;k gS ftlesa bu oLrqvksa vkSj lsokvksa dh ek¡x mRiUu dh
tkrh gS vkSj fQj mu ek¡xksa esa o`f) dh tkrh gSA
a
mi;qZDr lHkh ifjHkk"kk,¡ vk/kqfud fopkj/kkjk dh izrhd gSaA buds vuqlkj ¼1½ mRiknu dks xzkgdksa dh vko';drkvksa ds
n
vuq:i fd;k tkrk gSA bldk vFkZ ;g gS fd ftl izdkj dh oLrq xzkgd pkgrs gSa mlh izdkj dh oLrq cukdj mudks

y
nh tkrh gS ftlls fd mu oLrqvksa dk fofue; lqfo/kkuqlkj gks lds( ¼2½ xzkgdksa dh vko';drkvksa ,oa bPNkvksa dk irk
yxkus ds fy, vuqlU/kku ;k [kkst dh tkrh gSa( ¼3½ xzkgdksa ds vuqlU/kku ls izkIr lwpukvksa ,oa fooj.kksa ds vk/kkj ij oLrvksa
d
,oa lsokvksa dk mRiknu djds muds fy, ek¡x mRiUu dh tkrh gS vkSj fQj muesa o`f) djus dk iz;Ru fd;k tkrk gSA
okLro esa] mUur ns'kksa esa igysu
;g [kkst dh tkrh gS fd xzkgd fdl izdkj dh lsok ;k oLrq pkgrs gSa\ bldk dkj.k ;g
t
gS fd ogk¡ izfr O;fDr vk; vf/kd gSA vr% izR;sd ukxfjd vk/kqfud ls vk/kqfud oLrqvksa dks Ø; djds viuh lUrqf"V

oLrq dks cspus dsS

djuk pkgrk gSA tc xzkgdksa dh vko';drkvksa ,oa bPNkvksa dk irk yx tkrk gS rks fQj mlh ds vuq:i mRiknu djds
fy, izLrqr fd;k tkrk gS rFkk foi.ku o foØ; lao)Zu lk/kuksa ls mldh ek¡x c<+kus dk iz;Ru fd;k
tkrk gSA
bl fopkj/kkjk esa ;g ckr fNih gqbZ gS fd fuekZrk }kjk ykHk miHkksDrk&lUrqf"V ds ckn gh izkIr fd;k tk ldrk gSA ;fn
fdlh izdkj miHkksDrk :"V gS rks ykHk izkIr ugha fd;k tk ldrkA
10
"Marketing is the business process by which products are matched with markets and through which transfers of owenership are
effected."
—Cundiff, Still & Govoni: Basic Marketing, p. 5.
11
Marketing is the set of human activities directed at facilitating and consumating exchanges."
—Philip Kotler: Marketing Management, p. 12.
foi.ku fopkj 31

vU; fopkj/kkjk,¡ (Other Concepts)

fofHkUu n`f"Vdks.k dks ysdj fofHkUu fo}kuksa us foi.ku dh fHkUu&fHkUu fopkj/kkjk,¡ nh gSaA dksbZ fo}ku rks foi.ku dks
O;kolkf;d n'kZu dgrk gS rks dksbZ O;olk; ds izcU/k dk rjhdk crkrk gSA blh izdkj ,d fo}ku foi.ku dk dk;Z lEidZ
LFkkiuk crkrk gS rks nwljk foi.ku dh izfØ;k crkrk gSA ge uhps dqN ,slh gh izeq[k ifjHkk"kkvksa dks ns jgs gSa%&
1- ,Q- ts- ckspZ ds er esa] Þfoi.ku ,d vk/kkjHkwr O;kolkf;d n'kZu gSAÞ12
2- ls.V Fkksel ds vuqlkj] Þfoi.ku fdlh O;olk; ds izcU/k djus dk rjhdk gS ftlesa izR;sd egRoiw.kZ O;olkf;d
fu.kZ; bl iw.kZ tkudkjh ds lkFk fy;k tkrk gS fd bl fu.kZ; dk xzkgd ij D;k izHkko iM+sxkAÞ13
3- bZ- ,Q- ,y- cszp dh jk; esa] Þfoi.ku fdlh oLrq ;k lsok dh miHkksDrk ek¡x dk fu/kkZj.k djds mlesa foØ; dks
vfHkizsfjr djus ,oa ykHk ij vfUre miHkksDrk dks forfjr djus dh ,d izfØ;k gSAÞ14
4- ikWy Vh- psfjaxVu ds vuqlkj] Þfoi.ku dk dk;Z lEidZ LFkkfir djuk gSAÞ15
mi;qZDr fofHkUu fopkj/kkjk ds v/;;u ls ge bl fu"d"kZ ij vkrs gSa fd foi.ku dh dksbZ loZekU; ifjHkk"kk ugha gS rFkk
ladh.kZ ;k iqjkuh fopkj/kkjk dk vc dksbZ egRo ugha gSA vktdy rks vk/kqfud fopkj/kkjk gh egRoiw.kZ gSA gekjh n`f"V
esa Þfoi.ku dk vFkZ miHkksDrk dh vko';drk ds vuq:i mRiknu djds mRiknu dks miHkksx ds fy, lefiZr djuk gS
ftlls fd tulk/kkj.k ds jgu&lgu ds Lrj esa o`f) gks lds rFkk miHkksDrk dks lUrqf"V nsrs gq, ykHk izkIr fd;s tk ldsaAÞ
m
foi.ku fopkj ds lEcU/k fHkUu&fHkUu fo}kuksa us fHkUu&fHkUu ifjHkk"kk,¡ nh gSaA buesa ls dqN egRoiw.kZ ifjHkk"kk,¡
fuEufyf[kr gSa&
o
.c
1- fofy;e ts- LVk.Vu dh jk; es]a Þfoi.ku ,d O;kolkf;d n'kZu gS] tks ;g crkrk gS fd xzkgdksa dh vko';drk&lUrqf"V
gh fdlh dEiuh ds vfLrRo ds fy, vkfFkZd ,oa lkekftd vkSfpR; gSA ifj.kkeLo:i mRiknu] bathfu;fjax ,oa

a
foÙk rFkk foi.ku lEcU/kh dEiuh ds lHkh fØ;kdyki loZizFke bl ckr ds fy, lefiZr gksus pkfg, fd xzkgdksa
dh vko';drk,¡ D;k gSa vkSj rRi'pkr~ mfpr ykHk dekrs gq, mu vko';drkvksa dh lUrqf"V djuh pkfg,AÞ16
m
¼izks- LVk.Vu dh jk; esa (i) foi.ku ,d O;kolkf;d n'kZu gSA (ii) fdlh laLFkku ds vfLrRo dks vkfFkZd ,oa

a
lkekftd n`f"V ls mfpr cukus ds fy, xzkgdksa dh vko';drk&lUrqf"V vko';d gSA (iii) ,d laLFkku dh lHkh
fØ;k,¡ bl ckr dk irk yxkus ds fy, lefiZr gksuh pkfg, fd xzkgdksa dh vko';drk,¡ dkSu&dkSu lh ,oa fdl
n
izdkj dh gS\ (iv) laLFkkvksa dks mfpr ykHk dekrs gq, bu vko';drkvksa dh lUrqf"V djuh pkfg,A½
2-
y
,- QsYVu ds vuqlkj] Þfoi.ku fopkj ,d n'kZu gS tks fd O;olk; ds lapkyu esa ykxw fd;k tkrk gS] ftlesa xzkgd

d
,oa miHkksDrk dh vko';drk,¡ lokZf/kd egRoiw.kZ gksrh gSaA ;g vko';drk,¡ O;olk; ds izR;sd dk;Z rFkk leLr
;kstuk ds fy, i`Fkd~ fu;kstu lapkfyr djsaxh ftudk y{; iwoZ&fu/kkZfjr ykHk mís';ksa dks izkIr djuk gSAÞ 17
u
t
12
"Marketing is the fundamental business philosophy." —F.J. Borch

S
13
Marketing is a way of managing a business so that each critical business decision is made with full knowledge of the impact of that
decision on the customer". — St. Thomas
14
"Marketing is the process fo determining consumer demand for a product or service, motivating its sale and distributing it into ultimate
consumption of profit." — E. F. L. Brech
15
"The function of marketing is the establishment of contact." — Paul T. Cherington
16
"The marketing concept is a philosophy of business which states that the customer's want satisfaction is the economic and social
justifucation of a company's existence. Consequently, all company activities in production, engineering and finance, as well as in
marketing, must be devoted to, first, determining what the customer's wants are and thus satisfying their wants while still making a
reasonable profit."
— Stanton: Fundamentals of Marketing p. 11.
17
The marketing concept is a philosophy applied to the operation of a business in which customer and consumer needs will be uppermost
in importance. These needs will govern the separate planning of each functin of the business, as well as the overall plan aimed at
achieving its predetermined profit objectives."
— A. Felton
32 foi.ku ds fl)kUr

¼bl fopkj esa Hkh foi.ku fopkj dks ,d n'kZu crk;k x;k gS rFkk xzkgdksa dh vko';drkvksa dks lokZf/kd egRo
fn;k x;k gSA izks- QsYVu ds vuqlkj ;g vko';drk,¡ O;olk; dh leLr ;kstukvksa dks lapkfyr djrh gSa ftlls
fd iwoZ&fu/kkZfjr ykHkksa dks izkIr fd;k tk ldrk gSA½
3- izks- vkFkZj ih- QsYVu ds er esa foi.ku fopkj ÞdEiuh efLr"d dh ,slh n'kk gS tks leLr foi.ku dk;ksZa ds
,dhdj.k ,oa leUo; ij cy nsrh gSA nh?kZdky esa vf/kdre ykHk dekus dk y{; izkIr djus fd, ;g dk;Z
dEiuh ds vU; lc dk;ksZa ls tqM+s gq, gSaAÞ18
¼bl fopkj esa bl ckr ij tksj fn;k x;k gS fd ,d dEiuh ds lHkh dk;ksZa esa ,dhdj.k ,oa leUo; gksuk pkfg,
ftlls fd nh?kZdky esa vf/kdre ykHk dk y{; izkIr fd;k tk ldsA½
¼izks- fQfyi dksVyj ds vuqlkj] Þfoi.ku fopkj ,dhÑr foi.ku }kjk lefFkZr xzkgd vfHkeq[kh gksrk gS ftldk
y{; xzkgd lUrqf"V mRiUu djuk gksrk gS] ftlls fd laxBukRed y{;ksa dh lUrqf"V dh tk ldsAÞ19½
¼izks- LVk.Vu ,oa QsYVu dh Hkk¡fr ;g fopkj Hkh xzkgdksa dh vko';drkvksa dh lUrqf"V ij vf/kd cy nsrk gS ftlls
fd y{;ksa dks izkIr fd;k tk ldsA½
mi;qZDr lHkh ifjHkk"kkvksa ds v/;;u djus ij ge bl fu"d"kZ ij vkrs gSa fd ¼1½ foi.ku fopkj/kkjk esa xzkgd o miHkksDrk
iz/kku gSA ¼2½ mldh vko';drkvksa dh lUrqf"V ije vko';d gSA ¼3½ fcuk vko';drk&lUrqf"V ds vf/kdre ykHk ugha
dek;k tk ldrk gSA ¼4½ blds fy, foi.ku esa gh ugha cfYd O;olk; dh lHkh fØ;kvksa esa ,dhdj.k ,oa leUo; gksuk
m
vko';d gSA
o
c
foi.ku fopkj ,oa foi.ku esa vUrj
(Distinction between the Marketing Concept and Marketing)
.
a
fo}kuksa dk er gS fd foi.ku fopkj ,oa foi.ku esa vUrj gSA izks- LVk.Vu ds er esa] Þfoi.ku fopkj ,d n'kZu gS] ,d
eu%fLFkfr ;k ,d O;olk; ds fpUru dk rjhdk gS tcfd foi.ku ,d izfØ;k gS ;k O;olk; ds dk;Z djus dk
,d rjhdk gSAÞ 20
m
bl izdkj foi.ku ,d vksj ,d fopkj ;k n'kZu gS tcfd a nwljh vksj mldk O;kogkfjd :i gSA ;gk¡ O;kogkfjd :i

n
ls vFkZ mlds okLrfod dk;Z ls gS vFkkZr~ oLrqvksa dk foi.ku fdl izdkj fd;k tkrk gSA

,d foLr`r Nkrk gS tks leLr O;olkf;d y

dqN fo}ku n'kZu ,oa fopkj esa vUrj djrs gSa vkSj os bu nksuksa dks i;kZ;okph ugha ekurs gSaA mudk dguk gS fd] Þn'kZu

fu/kkZfjr okrkoj.k esa dk;Z djus dkd

thou dks lapkfyr ,ao fu;fU=kr djrk gS tcfd fopkj n'kZu :ih Nkrs }kjk
,d ekU; rjhdk gSAÞ 21

u
t (Importance of Marketing)
foi.ku dk egRo

S vko';drk,¡ lhfer Fkha vkSj ekuo vkRe&fuHkZj FkkA og viuh vko';drk dh oLrqvksa dks Lo;a
iqjkuss le; esa ekuoh;
cuk fy;k djrk FkkA ysfdu vkt mRiknu o`gr~ iSekus ij fd;k tkrk gS tks fd O;fDrxr ;k ikfjokfjd miHkksx ds fy,

18
"Marketing concept is a corporate state of mind that insists on the integration and co-ordination of all marketing functions which, in
turn, are welded with all other corporate functions, for the basic objective of producing maximum long-range corporate profits."
— Arthur P. Felton: quoted from the book, Fundamental of Marketing, written by Santon, p. 12.
19
"The marketing concept is customer-oriented backed by integrated marketing aimed at generating customer satisfaction as the key to
satisfying organisational goals" — Philip Kotler: Marketing Management, P. 17.
20
"The marketing concept is a philosophy, an attitude, or a course of business thinking, while marketing is a process or a course of business
action." — Stanton : Fundamentals of Marketing p. 12.
21
R. Clifton Anderson & Philip R. Cateora: Marketing Insights, p. 12.
foi.ku fopkj 33

u gksdj jk"Vªh; o vUrj&jk"Vªh; miHkksx ds fy, gksrk gSA blh dk ifj.kke gS fd fofHkUu izdkj ds e/;LFkksa] ifjogu
lk/kuksa] xksnke lqfo/kkvksa] foØ; dyk] foKkiu ,oa foØ; lao)Zu vkfn ij /;ku fn;k tkus yxk gSA
vktdy miHkksDrk fopkj dks vf/kdkf/kd ekU;rk feyrh tk jgh gS ftlds ifj.kke&Lo:i foi.ku dk egRo gh ugha
c<+ jgk cfYd mlesa ØkfUrdkjh ifjorZu Hkh gks jgs gSaA
vr% foi.ku dk v/;;u foi.ku ds fy, gh egRoiw.kZ ugha gS cfYd (i) lekt] (ii) fuekZrk] (iii) miHkksDrk] (iv) vFkZO;oLFkk
ds fy, Hkh egRoiw.kZ gSA
lekt ds fy, foi.ku dk egRo (Importance of Marketing to Society)
1- jkstxkj dh lqfo/kk (Facility of employment): foi.ku ds }kjk jkstxkj lqfo/kk,¡ iznku dh tkrh gSa rFkk
tSls&tSls foi.ku fØ;kvksa esa o`f) gksrh tkrh gS jkstxkj ikus okys O;fDr;ksa dh la[;k esa Hkh o`f) gksrh tkrh
gSA Hkkjr esa 1951 esa forj.k fØ;kvksa (distribution) esa 78 yk[k O;fDr yxs gq, Fks ftudh la[;k 1991 esa c<+dj
yxHkx 2-13 djksM+ gks x;h gSA ,slk vuqeku gS fd ;fn oLrq ds fuekZ.k esa 5 O;fDr yxs gSa rks 4 O;fDr mlds
foi.ku esa yxs gq, gSaA
2- jgu&lgu dk Lrj iznku djuk (Delivery of standard of living): foi.ku tulk/kkj.k dks u;h&u;h oLrq,¡
miyC/k dj mlds jgu&lgu ds Lrj esa o`f) djrk gSA blds fy, tulk/kkj.k dks u;h&u;h oLrqvksa dh
m
tkudkjh nsus ds fy, foKkiu ,oa foØ; lao)Zu dk lgkjk fy;k tkrk gS rFkk mudks crk;k tkrk gS fd oLrq

o
muds fy, fdl izdkj vko';d ,oa ykHknk;d gSA tc vf/kdkf/kd O;fDr;ksa }kjk mldks Ø; fd;k tkrk gS
rks muds jgu lgu esa o`f) gksrh gSA
3-
.c
vFkZO;oLFkk dks eUnh dky ls cpkuk (Save the economy from depression): foi.ku vFkZO;oLFkk dks

a
eUnh ls cpkrk gSA ;fn oLrqvksa dk foi.ku u gks ;k de ek=kk esa gks ;k xzkgdksa }kjk muds Ø; u fd;k tk;
rks ns'k esa eUnh dky vk tk;sxk ftlds ifj.kke nzqrxkeh gksaxsA dkj[kkuksa esa LVkWd ,df=kr gks tk;sxk] ewY; fxj

m
tk;saxs] csjkstxkjh QSy tk;sxh ,oa ljdkjh vk; de gks tk;sxhA bl izdkj vk/kqfud foi.ku xzkgdksa dh
vko';drkvksa ds vuqlkj oLrq dk mRiknu dj ,d ns'k dh vFkZO;oLFkk dks bu ifj.kkeksa ls cpkrk gSA
4-
a
jk"Vªh; vk; esa o`f) (Increase in national income): tc fofHkUu izdkj ds xzkgdksa dh vko';drkvksa ds

n
vuqlkj oLrqvksa dk fuekZ.k fd;k tkrk gS rks ns'k dh dqy oLrqvksa vkSj lsokvksa esa o`f) gksrh gS ftlds
ifj.kkeLo:i jk"Vªh; vk; esa esa o`f) gksrh gSA ;fn de izdkj dh oLrqvksa vkSj lsokvksa dks mRikfnr ;k tkrk
gS rks jk"Vªh; vk; de gh jgrh gSA
y
5-
d
forj.k ykxrksa esa deh (Reduction in distribution costs): ,d vPNh forj.k O;oLFkk oLrq dh forj.k

u
ykxrksa esa deh djrh gS ftlds ifj.kkeLo:i oLrq ds ewY;ksa esa deh dj nh tkrh gS ftlls lekt ykHkkfUor
gksrk gSA
t
;fn fuekZrk }kjk bl ykHk dks lekt rd ugha igq¡pk;k tkrk gS rks Hkh ijks{k :i ls lekt ykHkkfUor gksrk gSA mnkgj.k
S
ds fy,] ;fn fuekZrk bl ykHk dks deZpkfj;ksa ij ;k miHkksDrk vuqlU/kku ij ;k oLrq vuqlU/kku ij ;k oLrq fodkl
vuqlU/kku ij O;; djrk gS rks Hkh lekt ykHkkfUor gksrk gS vkSj mldks buds ykHk fey tkrs gSaA
fuekZrk ds fy, foi.ku dk egRo (Importance of Marketing to the Manufacturer)
1- fu;kstu ,oa fu.kZ;ksa esa lgk;d (Helpful in planning and decisions): ,d fuekZrk ds fy, foi.ku dk
v/;;u O;olk; lEcU/kh fu.kZ; lEcU/kh fu;kstu ,oa fu.kZ; ysus esa lgk;d gksrk gS vktdy mRiknu lEcU/kh
fu.kZ; ;g lkspdj ugha fy;k tkrk gS fd ge fdruk mRiknu dj ldrs gSa cfYd ;g lkspdj fy;k tkrk gS
fd miHkksDrk fdl izdkj dh oLrq pkgrk gS\ fdl ek=kk esa pkgrk gS\ fdl ewY; ij pkgrk gSA bUgha lc ckrksa
ds vk/kkj ij gh fuekZrk }kjk fu.kZ; fy;k tkrk gS fd og fdl oLrq dk ,oa fdl ek=kk esa mRiknu djsA blh
ckr dks bl izdkj Hkh dg ldrs gSa fd miHkksDrkvksa dh :fp;ksa ,oa vko';drkvksa ds vuqlkj gh O;olk; esa fu.kZ;
fy;s tkrs gSaA
34 foi.ku ds fl)kUr

2- vk; l`t u esa lgk;d (Helpful in income creation): foi.ku dk v/;;u vk; l`tu esa lgk;d gksrk gSA
,d O;olk; esa vk; dekus dk mÙkjnkf;Ro foi.ku foHkkx dk gh gksrk gSA bl foHkkx ij gh O;olk; ds vU;
lHkh foHkkx fuHkZj jgrs gSaA ;fn foi.ku foHkkx }kjk dksbZ xyr fu.kZ; ys fy;k tkrk gS rks ,slk fu.kZ; iwjs O;olk;
dks izHkkfor djrk gSA
3- forj.k esa lgk;d (Helpful in distribution): foi.ku dk v/;;u ,d fuekZrk dks ;g crkrk gS fd oLrq
de&ls&de ykxr ij rFkk vf/kd&ls&vf/kd lqfo/kktud dsUnzksa ls miHkksDrkvksa dks fdl izdkj iznku djuh
pkfg,A vkt ds bl izfr;ksxh ;qx esa ogh fuekZrk lQy gks ldrk gS ftldh foi.ku ykxr de&ls&de
gksrh gSA
4- lwpukvksa ds vknku&iznku esa lgk;d (Helpful in exchanging information): foi.ku ds }kjk gh fofHkUu
izdkj dh cnyrh gqbZ ifjfLFkfr;ksa dh lwpuk,¡ foi.ku izcU/kd ds ikl igq¡prh gSA ;fn ;g lwpuk,¡ u nh tk;sa
rks dksbZ Hkh O;olk; dq'kyrkiwoZd ugha py ldrk gSA vktdy fuekZrk ,oa miHkksDrk nksukssa ,d&nwljs ls gtkjksa
fdyksehVj nwj gSa vr% bu nksuksa dks feykus dk dk;Z foi.ku }kjk gh fd;k tkrk gSA
miHkksDrkvksa ds fy, foi.ku dk egRo (Importance of Marketing to Consumers)
miHkksDrkvksa ds fy, Hkh foi.ku dk dkQh egRo gSA miHkksDrk dks ml vkfFkZd iz.kkyh dk Kku gksuk pkfg, ftldk fd
og ,d vax gSA ftl izdkj pqukoksa ds nkSjku ,d ernkrk vius fo)rkiw.kZ fu.kZ; ds fy, cgqr&lh ckrksa dh tkudkjh
djrk gSA mlh izdkj miHkksDrk dks Hkh oLrq dh [kjhn ds le; foi.ku ds ckjs esa tkudkjh gksuh pkfg,A foi.ku ds Kku

m
ds dkj.k gh ge ns[krs gSa fd Hkkjr dsa miHkksDrk lgdkjh laLFkkuksa esa cjkcj o`f) gks jgh gSA
foi.ku dk egRo bl n`f"V ls Hkh vf/kd gS fd miHkksDrk ds }kjk tks ewY; fn;k tkrk gS mldk yxHkx 60 izfr'kr gh
o
oLrq dh ykxr gSa ckdh 40 izfr'kr oLrq eas foi.ku dk O;; gSA ;gh dkj.k gS fd vkt ge Hkkjr esa Ükà[kykc) nqdkuska

.c
esa c<+ksÙkjh ikrs gSaA vc mRiknd viuk lh/kk lEcU/k miHkksDrkvksa ls pkgrs gSaA ftlls fd foi.ku O;; esa deh djds oLrq
dh ykxr de dh tk lds rFkk miHkksDrkvksa dks oLrq de ewY; ij miyC/k dj ldsaA
vFkZO;oLFkk esa foi.ku dk egRo (Importance of Marketing in the Economy)
a
izR;sd ns'k dh vFkZO;oLFkk esa foi.ku dk viuk egRo gksrk gSA ;fn dksbZ ns'k viuh turk dks mfpr ewY; ij mfpr
m
DokfyfV dh oLrq miyC/k djkuk pkgrk gS rks og fofHkUu dkuwuksa dk lgkjk ysdj ,slh O;oLFkk djrk gS ysfdu ,slk mlh

a
le; fd;k tkrk gS tcfd O;olk;h ljdkj ds lkFk lg;ksx djus dh Hkkouk ugha j[krk gSA
os ns'k tks fodkl dh vksj c<+ jgs gSa] tgk¡ vkS|ksxhdj.k gks jgk gS] tgk¡ uxjhdj.k (urbanisation) dk dke py jgk
n
gS ogk¡ foi.ku dh u;h&u;h leL;k,¡ lkeus vkrh gSa vkSj lkFk&lkFk foi.ku dk egRo Hkh c<+rk pyk tkrk gSA

y
foi.ku ds egRo dks ns[krs gq, Hkkjr ljdkj us lu~ 1935 es Ñf"k foi.ku lykgdkj fu;qDr fd;k FkkA orZeku esa Hkkjr
ljdkj ds Ñf"k eU=kky; esa ,d foi.ku ,oa fujh{k.k funs'kky; gS ftldk izeq[k vf/kdkjh Ñf"k foi.ku lykgdkj gSa
d
jkT;ksa esa Hkh blh izdkj ds foi.ku foHkkx ik;s tkrs gSaA bl foHkkx ds vf/kdkjh le;&le; ij cktkjksa dk losZ{k.k djrs

u
gSa] vk¡dM+s ,df=kr djrs gSa o cktkj dh cqjkbZ;ksa dks fdl izdkj nwj fd;k tk ldrk gS bl lEcu/k esa ljdkj dks lq>kko
nsrs gSaA ljdkj bu lq>koksa ds vk/kkj ij fHkUu&fHkUu izdkj ds dkuwu cukdj foi.ku esa lg;ksx djrh gSA
t
S izcU/k ds n'kZu ds :i esa foi.ku
(Marketing as a Philosophy of Management)
vFkok
vk/kqfud foi.ku fopkj/kkjk ds vk/kkj LrEHk
(Pillars of the Modern Marketing Concept)
foi.ku dh uohu fopkj/kkjk22 dks izcU/k ds n'kZu ds :i esa foi.ku Hkh dgrs gSaA dqN fo}ku blh dks foi.ku izcU/k
22
"The marketing concept is a customer orientation backed by integrated marketing aimed at generating customer satisfaction as the key
to satisfying organizational goals." — Philip Kotler: Marketing Management, p, 81.
foi.ku fopkj 35

fopkj/kkjk dgrs gSaA fopkj/kkjk ds pkj LrEHk ekus tkrs gSa%&

¼1½ miHkksDrk&vfHkeq[kh] ¼2½ foi.ku ,dhdj.k] ¼3½] miHkksDrk lUrqf"V] ¼4½ miHkkssDrk dY;k.k
miHkksDrk&vfHkeq[kh (Consumer-orientation)
uohu ;k vk/kqfud foi.ku fopkj/kkjk ;k foi.ku izcU/k fopkj/kkjk dk eq[; vk/kkj miHkksDrk gS ftlds pkjksa vksj leLr
O;kolkf;d fØ;k,¡ pDdj dkVrh gSaA blesa miHkksDrk dks Boss ekuk tkrk gS] fuekZrk dks ughaA blfy, O;olk; ds
laxBu esa miHkksDrk lcls Åij gksrk gS ftlds ifj.kkeLo:i miHkksDrkvksa dh vko';drkvksa ij cgqr vf/kd gh /;ku
j[kk tkrk gS vkSj miHkksDrk dh n`f"V ls fuekZrk dh vksj ns[kk tkrk gSA bldk Li"V vFkZ ;g gS fd miHkksDrk ftu oLrqvksa
vkSj ftl vkdkj&izdkj] jax] fMtkbu] vkfn dh oLrq,¡ pkgrk gS mlh dk fuekZ.k fuekZrk }kjk fd;k tkrk gS vkSj ;fn
miHkksDrk dh bPNk] LoHkko] vk;q vkfn cny tkrh gS rks mRiknu&Øe dks Hkh mlh vuqlkj cny fn;k tkrk gS ftlls
fd og miHkksDrk dh vko';drkvksa dh iwfrZ dj ldsA
bl dk;Z ds fy, fuekZrk dks miHkksDrk dh mu vko';drkvksa dh ifjHkk"kk fuf'pr djuh iM+rh gS ftudh og iwfrZ djuk
pkgrk gSA ;g vko';d ugha gS fd bl dk;Z ds fy, miHkksDrk dh ,d gh vko';drk dks fy;k tk;A miHkksDrk dh
dbZ vko';drk,¡ Hkh fuekZrk ds }kjk yh tk ldrh gSaA bu vko';drkvksa dk irk yxkus ds fy, fuekZrk }kjk miHkksDrk

m
vuqlU/kku ij Hkkjh O;; fd;k tkrk gSA ;g miHkksDrk vuqlU/kku cjkcj pyk;s j[kuk iM+rk gS ftlls fd miHkksDrk dh
cnyrh gqbZ vko';drkvksa ds vuq:i mRiknu dks lek;ksftr fd;k tk ldsA
o
,d lkFk lHkh cktkjksa esa igq¡puk vkSj yxkrkj lsok djrs jguk fdlh Hkh fuekZrk ds cl esa ugha gSa vr% dqN cktkjksa dks
pqudj gh muesa viuh fØ;kvksa dk foLrkj fd;k tkrk gSA
. c
vFkZ ;g gS fd fofHkUu miHkksDrkvksa dh n`f"V ls ,d gh izdkj dh oLrqvksa esa
miHkksDrk dbZ izdkj ds gksrs gSa blfy, uohu foi.ku fopkj/kkjk esa foHksnkRed oLrqvksa ds fl)kUr ij pyk tkrk gSA bldk
dqN ifjorZu dj fn;s tkrs gSa tks muds vkdkj]

mviukrh gSA bl dEiuh ds ugkus ds lkcqu dbZ ukeksa

jax] fMtkbu vkfn ls lEcfU/kr gksrs gSa ftlls fd mudh vko';drkvksa dh iwfrZ gks ldsA Hkkjr esa fgUnqLrku yhoj fyfeVsM
uked laLFkk lkcqu o vius vU; mRiknuksa ds lEcU/k esa ;gh uhfr
ls csps tkrs gSaA tSls] ykbQckW;] jsDlksuk] fyfjy] ih;lZ a ] yDl vkfnA

n
miHkksDrk&vfHkeq[kh fopkj/kkjk ds fØ;kUo;u ds lEcU/k esa izks- fQfyi dksVyj us viuh iqLrd "Marketing Management"

y lcls igys fuekZrk dks ;g ifjHkkf"kr djuk gksxk fd og fdu

esa ;g crk;k gS fd ,d fuekZrk dks fuEu pkj dne mBkus pkfg,&

vk/kkjHkwr vko';drkvksa dhd

1 - vko';drk dh ifjHkk"kk (Need Definition):

gSa] xSl fuekZrk 'kfDru

iwfrZ djuk pkgrk gS( tSls] lkcqu fuekZrk lQkbZ dh vko';drkvksa dh iwfrZ djrs
dh vko';drk iwfrZ djrs gSa] diM+s ds fuekZrk ekuo ds vaxksa ds <duh dh vko';drk iwfrZ
djrs gSa vkfnAt
2 - y{;&lewS gksa dh ifjHkk"kk
(Target-groups definition): dksbZ Hkh fuekZrk ,d lkFk lHkh izdkj dh vko';drkvksa
dh iwfrZ ugha dj ldrk gS vkSj u lHkh LFkkuksa ij ,d lkFk dh lsok tk ldrh gSA vr% ,d fuekZrk dks vius
y{;&lewgksa dks ifjHkkf"kr djuk gksxk ftu ij og igq¡puk pkgrk gSA blds fy, cktkj dks [k.Mksa esa foHkkftr
djuk gksxkA mnkgj.k ds fy,] dkxt fuekZrk dks ;g r; djuk gksxk fd og v[kckjksa dh vko';drk dks iwjk
djsxk ;k fo|kfFkZ;ksa dh vko';drk dksA
3- foHksnkRed oLrq,¡ (Differentiated Products): oLrqvksa ds xzkgd ,d ls ugha gksrs gSa vr% ,d fuekZrk dks
fofHkUu lewgksa ij igq¡pus ds fy, foHksnkRed oLrq uhfr dks viukuk iM+rk gSA ftuds vuqlkj ;|fi oLrq ,d
gh gksrh gS ysfdu mlesa jax] :i] fMtkbu] ewY; vkfn ds vk/kkj ij fHkUurk mRiUu dj nh tkrh gS ftlls fd
fofHkUu izdkj ds xzkgdksa dh vko';drkvksa dh iwfrZ dh tk ldsA
36 foi.ku ds fl)kUr

4- miHkksDrk vuqlU/kku (Consumer Research): bl fopkj/kkjk esa miHkksDrk vuqlU/kku ij Hkkjh O;; fd;k
tkrk gS ftlls fd miHkksDrk dh vko';drk dk irk yxk;k tk ldsA okLro esa] ;g vuqlU/kku cjkcj pyrk
jgk gSA bldk eq[; dkj.k ;g gS fd miHkksDrk dh cnyrh gqbZ vko';drkvksa ,oa :fp;ksa dk irk ,d fuZekrk
dks vo'; gh jguk pkfg, ftlls dh mRiknu dks mlh izdkj ifjofrZr fd;k tk ldsA
foi.ku ,dhdj.k
(Integration of Marketing)
vk/kqfud fopkj/kkjk dk ;g nwljk LrEHk gSA iqjkuh fopkj/kkjk esa ,d fuekZrk ds fofHkUu foHkkxksa tSls] mRiknu] foÙk]
deZpkjh] oLrq fu;kstu o foØ; vkfn vyx&vyx le>s tkrs Fks vkSj muds vyx&vyx izcU/kd gksrs Fks tks vius&vius
{ks=k esa dk;Z djus dks LorU=k FksA foØ; izcU/kd dk dk;Z oLrqvksa dk foØ; djuk FkkA ysfdu vk/kqfud fopkj/kkjk esa
bu lHkh foHkkxksa es leUo; gh ugha gksuk pkfg, cfYd ;g lc ,d dq'ky vf/kdkjh ds vUrxZr dk;Zjr gksus pkfg,A bl
vf/kdkjh dks foi.ku izcU/kd ;k foi.ku lapkyd ;k vU; blh izdkj ds uke ls iqdkj ldrs gSaA
foi.ku ds ,dhdj.k esa ,d nwljh ckr vkSj vkrh gS fd oLrq] HkkSfrd forj.k] ewY; o lao)Zu esa Hkh leUo; gksuk pkfg,A
blfy, dqN laLFkk,¡ vius ;gk¡ oLrq izcU/kd ds u;s inksa dk l`tu djrh gSa ftudk dk;Z oLrq ls lEcfU/kr lHkh dk;ksZa
dk fu;kstu ,oa ,dhdj.k djuk gksrk gSA
miHkksDrk lUrqf"V m
(Consumer Satisfaction) o
.c
vk/kqfud fopkjk/kkjk dh rhljk LrEHk miHkksDrk lUrqf"V gSA miHkksDrk O;kolkf;d fØ;kvksa esa lcls Åij jgrk gS vkSj
mudks lUrq"V cuk;s j[kus ls O;olk; dh nh?kZdkyhu [;kfr curh gS tks miHkksDrk dks iqu% Ø; djus ds fy, foo'k djrh
a
gSA blds fy, O;olk;h dks dqN fl)kUrksa dsk ekuuk iM+rk gS( tSls] ÞmiHkksDrk lnk gh lgh gSAß vktdy ds izfr;ksxh

m
miHkksDrk cktkj esa tc rd miHkksDrk dh lUrqf"V ugha gksxh rc rd mfpr ykHk dekuk dfBu gksxkA bldk dkj.k ;g
gS fd miHkksDrk dks lkoZHkkSe ekuk tkrk gSA vr% foi.ku dh vk/kqfud fopkj/kkjk esa miHkksDrk lUrqf"V djds gh ykHk dek;k
tkuk pkfg,A
a
n
vejhdk dh ek'kZy QhYM ,.M dEiuh uked laLFkk ¼tks fd vejhdk esa foHkkxh; Hk.Mkj ds fy, izfl) gSa½ us vius

y
deZpkfj;ksa dh fu;e&iqfLrdk esa fuEufyf[kr ckrksa dk mYys[k fd;k gS tks miHkksDrk lUrqf"V dh vksj /;ku fnykrh gS&

d
1- Þge foØ; djus dh vis{kk xzkgd dks [kq'k j[kus esa vf/kd :fp j[krs gSaAÞ1
2- ÞizR;sd O;kikfjd oLrq ;k lsok dks xzkgdksa dks lUrq"V djus ds fy, fouezrk ds lkFk okil ys fy;k tk;sxk] mldksa
u
cny fn;k tk;sxk rFkk mldk lek;kstu dj fn;k tk;sxkAÞ
3-
t
Þge izR;sd xzkgd dks iw.kZ lUrks"kizn lsok nsus ds fy, lps"V gSAÞ
miHkksDrk dY;k.k
(Consumer Welfare)
S
vk/kqfud fopkj/kkjk dk ;g lcls uohure LrEHk gSA blds vuqlkj miHkksDrk dh lUrqf"V vkSj dEiuh ds foi.ku dk;ksZa
esa leUo; gh vko';d ugha gS cfYd ;g Hkh vko';d gS fd nh?kZdky esa miHkksDrk ds dY;k.k dk Hkh /;ku j[kk tk;
ftlls fd lkekftd dY;k.k gks ldsA vkt ds ;qx esa foi.ku dks lekt dY;k.k ls vyx ugha fd;k tk ldrk gSA izR;sd
fuekZrk dk ;g drZO; gS fd lekt dY;k.k dks /;ku esa j[ksA ;fn ,slk ugha fd;k x;k rks ljdkjh gLr{ksi vo';EHkkoh
gks tk;sxk ftldk ml ij cqjk izHkko iM+sxkA vr% lkekftd n`f"Vdks.k dks /;ku esa j[kdj gh foi.ku fØ;k,¡ dh tkuh
pkfg,A
23
Philip Kotler : Management, p. 12
foi.ku feJ.k 37

v/;k;&3
foi.ku feJ.k
(Marketing Mix)
foi.ku&feJ.k dh fopkj/kkjk
(Concept of Marketing Mix)
izR;sd fuekZrk dk mís'; ykHk izkIr djuk gksrk gSA ;g ykHk mls miHkksDrkvksa ls izkIr gksxk vkSj miHkksDrk ls ;g ykHk
rc izkIr gksxk tc mRiknd miHkksDrkvksa dh ilan ds vuqlkj oLrq dk mRiknu djds mudks vf/kdre larqf"V miyC/k
djkrk gSA miHkksDrk cktkj dk jktk gS (Consumer is the king of Market) vr% fuekZrk mUgha oLrqvksa dk fuekZ.k djrk

m
gS tks miHkksDrk [kjhnrk gSA miHkksDrk }kjk dh tkuh okyh ilan] mlds }kjk O;; djus dk <ax] fdlh oLrq dks mRiknu

o
,oa Lo:i dks fu/kkZfjr djrk gSA bl izdkj fdl oLrq dk mRiknu ,d mRiknd }kjk fd;k tk, bldk fu/kkZj.k miHkksDrk
}kjk fd;k tkrk gSA miHkksDrk oLrq dh [kjhnus dk fu.kZ; fofHké vk/kkjksa ij djrk gS tSls oLrq dh dher] oLrq dh fdLe]

.c
oLrq ds lEca/k esa foØ; Lo)Zu] czkafMax rFkk iSdsftax vkfnA fuekZrk dh vR;f/kd ykHk dekus ds fy, cktkj ij izHkkoiw.kZ
<ax ls fu;U=k.k djuk gksxkA ;g rHkh lEHko gS tc fuekZrk dks ,sls leLr foi.ku fu.kZ; dh tkudkjh gks ftlls foØ;

a
esa o`f) gks ldrh gSA foi.ku feJ.k ds ek/;e ls O;olk;h ;g lc dqN tku ldrk gSA
cktkj dh lQyrkiwoZd foØ; djus ds fy, ,d dEiuh foi.ku feJ.k ds fuekZ.k dh uhfr viukrh gSA og mÙke
m
lEHkkfor ifj.kke ds fy, fofHké foi.ku ds rRoksa ds mi;ksx dk la;ksx (combination) gS] foØsrk ds fy, foi.ku dk

a
mís'; fofHké foØ; ds mRiknu ds rRoksa dks bl izdkj la;ksx djus ls ftlesa og ml ykxr ij ml ek=kk rd vko';d
foØ; dj lds ftlls og mldk okaNuh; ykHk izkIr dj ldsA ;s foØ; mRiUu djus okys rRo foi.ku feJ.k dks bafxr
djrs gSa vkSj blds vUrxZr fuEu rRo gSa& n
1.
y
foi.ku vuqla/kku (Marketing Research)
2.
d
mRikn] czkaM] losLVu vkfn (Product, Brand, Label, etc.)

u
3. dher (Price)

t
4. forj.k ds ek/;e (Price)

S
5. foØ; lao)Zu (Sales Promotion)
6. vfoi.ku (Demarketing)
7. foØ; ds ckn dh lsok, (After Sales Services)
foØsrk ds fy, ;g leL;k gS fd foi.ku ekspkZcUnh ds fy, bu fofHké rRoksa dk fdl izdkj ,dhdj.k djsaA izR;sd laLFkk
mi;qZDr ?kVdksa dk lfEeJ.k bl izdkj djrh gS fd fdlh ,d fuf'pr le; o fLFkfr esa ml O;oLFkk ls lcls vf/kd
ykHk dek;k tk ldsA foi.ku feJ.k ds lEcU/k esa dqN fo}kuksa us fuEu ifjHkk"kk nh gS%&
1. Mk0 vkj0 ,l Mkcj ds vuqlkj] ^^fuekZrk ds }kjk cktkj esa lQyrk izkIr djus ds fy, iz;ksx dh tkus okyh
uhfr;k¡ foi.ku feJ.k dk fuekZ.k djrh gS**
2. dhyh ,oa ystj ds vuqlkj ^^foi.ku feJ.k ml cM+h cSVjh dh ;wfDr ls cuk gS ftldk xzkgdksa dks fdlh fo'ks"k
oLrq dks Ø; djus ds fy, izsfjr djus ds mís'; ls dke esa yk;k tk ldrk gSA**
38 foi.ku ds fl)kUr

3. fQfyi dksVyj ds vuqlkj] Þ,d QeZ dk mís'; viuh foi.ku pyksa ds fy, lokZsÙke foU;kl dks [kkstuk gS ;g
foU;kl foi.ku feJ.k dgykrk gSA
mijksDr vFkZ rFkk ifjHkk"kkvksa ds vk/kkj ij ;g dgk tk ldrk gS fd foØ; esa lQyrk izkIr djus ds mís'; ls
mRiknd@foØsrk fofHké uhfr;ksa dk foJ.k (Mix) djrk gSA ;g foi.ku feJ.k (Marketing Mix) dgykrk gSA
foi.ku feJ.k ds rRo
(Elements of Marketing Mix)
foi.ku feJ.k ftu rRoksa dk feJ.k gS mudh ,d yEch lwph fodflr gks pqdh gSA izks0 Ýs (Prof. Frey) us bu rRoksa dks
nks Jsf.k;ksa esa foHkDr fd;k gS% (1) igyh Js.kh esa mu rRoksa dks lfEefyr fd;k gS tks cktkj esa izLrqr dh tkus okyh oLrqvksa
ls lEcU/k j[krs gSaA buesa mRikn] iSdst] czkaM] dher ,oa lsok lEefyr gSA (2) blesa mu pyksa dks lEefyr fd;k gS tks
fof/k;ksa rFkk midj.kksa ls lEcU/k j[krs gSaA buesa forj.k] okfgdk,¡] O;fDrxr foØ;] foKkiu] foØ; lao)Zu lfEefyr
gSaA
ystj ,oa dsyh us foi.ku lfeJ.k ds rRoksa dks rhu Jsf.k;ksa esa foHkDr fd;k gS& (1) mRikn ,oa lsok lfeJ.k] (2) forj.k
lfeJ.kh ,oa (3) lapkj lfeJA ysfdu eSdkFkhZ us pkj ^ih* (Four 'P') dk oxhZdj.k nsrs gq, foi.ku feJ.k ds rRoksa esa fuEu

m
dks lEefyr fd;k gS
mRikn (Product)
o
1.
LFkku (Place)

.c
2.
3. lao)Zu (Promotion)

a
4. dher (Price)
esdkFkhZ dk fopkj gS fd Øsrk mRikn] LFkku] lao)Zu ,oa dher ls lEca/k pyksa ls izHkkfor gksrs gSaA fyilu ,oa MkfyZax
us foi.ku feJ.k dks fuEu pkj rRoksa dk feJ.k ekuk gSA
m
1. mRikn (Product)
a
n
1. foØ; 'krZsa (Sales Conditions)
forj.k (Distribution)
y
3.
4. lapkj (Communication)
d
bl izdkj foi.ku feJ.k ds cgqr ls rRo gSaA lkekU; :i ls foi.ku rRoksa esa fuEufyf[kr rRoksa dks 'kkfey fd;k tkrk
gS&
u
1.
t
mRikn (Product) – mRikn fu;kstu] mRikn dh fdLe] jax&:i] czk.M] iSdsftax] vk'oklu] lsok dk Lrj rFkk

S
izekihdj.k dks mRikn ds vUrxZr 'kkfey fd;k tkrk gSA
(i) mRikn fu;kstu (Product Planning) – oLrq fu;kstu oLrq izcU/k dk og Hkkx gS tks oLrq fodkl dh
laHkkoukvksa dk fu/kkZj.k djrk gS vkSj fdu&fdu oLrqvksa dk foi.ku ,oa mudk ifjR;kx djuk gS fuf'pr
djrk gS vFkkZr mRiknu iafDr (Product line) dk p;u djuk rFkk mRiknu iafDr esa mRiknksa dks tksM+uk
;k ?kVkuk 'kkfey gSA
(ii) czkafMax (Branding) – czk.M ,d oLrq dk uke] izrhd] in ;k fMtk;u vFkok budk lfeJ.k gS ftlds
}kjk fuekZrk ds mRiknksa ;k lsokvksa dh igpku (Identification) dh tkrh gS rFkk mUgsa izfr;ksxh QekZsa ls vyx
fd;k tkrk gSA czk.M dk mís'; oLrq dh igpku fpUg (Marks) fuf'pr djuk gksrk gS ftlds vk/kkj ij
xzkgd oLrq dh ekax dj ldsA tSls dydÙkk dh pk; ij rktegy dk fp=k czkaM dk mnkgj.k gSA
(iii) iSdsftax (Packaging) – mRikn dh j{kk rks djrk gh gS] lkFk gh foØ; esa o`f) djrk gSA letkrh;
foi.ku feJ.k 39

;
] foØ foØ O;fDr
ku
k LFk aMkj.k ; xr
d ] Hk l f
e j (B ao/kZu oØ;
ek/ h Lr
;
foØ (A) ] fo
)
e] V j
ek/; bUosU P
R ;d mi Kki
] E
j.k okgu rkZ HkksD u]
O
or AC M vk r y
] f u] L O sa d kv ksd
{ks=k ifjog
P T
k ku lao I h l ksa d izf
LFk
O
j. ] /kZu gk; ks l lf)
for izns'k
N
rk gk; ]
rk

MARKETING
MIX
m P
'kSy Rikn R E
lst
O
h] f IC
kmU
u D
czk. ;kst U R ] y
M] C P r
iSd m u ] m Rik T
er &uhf êk v
sft ikn R n dh r
jhf s ,oa
c
ax]

m
vk' dh r
he NwV
o fd
vU klu Le] j] d 'krZsa]

o
; Lr dh
lso lsok mRikn ;
ewY k[k
k,a dk l

.c
Lr dk j kx rsa]
j] ax y
ize &:i kn
kih ] Ri
dj m

a
.k]

(Homogeneous)
m
mRiknksa dh izfr;ksfxrk dk lkeuk djus esa iSdsftax ifjorZu lgk;d gSA tSls&fgUnqLrku

a
yhoj dEiuh us ^yDl* (Lux) vkSj ^ykbQckW;* (Lifebuye) ugkus ds lkcquksa ds iSdsftax esa ifjorZu djds
izfrLi/kkZ QkekZsa dk lkeuk fd;kA
n
(iv) oLrq dk fMtkbu ,oa vkdkj (Design & Size of the Product) – mRikn ds {ks=k esa oLrq dk fMtkbu

y
,oa vkdkj Hkh 'kkfey gSA ;gka fMtkbu dk vFkZ oLrq dh 'kDy] <kapk] jax&:i] xU/k vkfn ls gSA vkdkj

d
dk vFkZ oLrq dh vkÑfr ls gSA ;g vkÑfr dbZ izdkj dh gks ldrh gSA tSls&NksVh] cM+h rFkk e/;e vkfnA
LFkku (Place) – LFkku ds vUrxZr mfpr mRikn dks] mfpr cktkj esa izLrqr djus dh leL;k 'kkfey dh tkrh
u
2.
gSA blds {ks=k esa forj.k {ks=k] forj.k ek/;e] ek/;e dk LFkku] foØ; izns'k] ifjogu] okgd] bUosVjh Lrj rFkk
t
HkaMkj.k vkfn dks 'kkfey fd;k tkrk gSA ;s midk;Z le;] LFkku rFkk LokfeRo mi;ksfxrk (Utility) iznku djrs

S
gSaA forj.k pSuy (Distribution Channel) fuekZrk ls miHkksDrk rd izR;{k] (Direct) gks ldrk gS] vFkok vizR;{k
vFkkZr~ fuekZrk vkSj miHkksDrk ds chp dqN e/;LFk gks ldrs gSa&tSls Fkksd O;kikjh] QqVdj O;kikjh vkfnA vizR;{k
vFkkZr~ Hkkjh e'khuksa vkSj iwathxr oLrqvksa ds forj.k esa izR;{k foi.ku (Direct Marketing) gksrk gSA blesa e/;LFk
ugha gksrs blds foijhr miHkksDrk oLrqvksa tSls&Ükàxkj lkexzh vkSj oL=kksa ds forj.k esa e/;LFkksa dk mi;ksx fd;k
tkrk gSA vFkkZr vizR;{k foi.ku (Indirect Marketing) dk bLrseky fd;k tkrk gSA
3. lao)Zu (Promotion) – foØ; vfHkeq[khdj.k fopkj/kkjk ds vuqlkj miHkksDrk Lo;a dksbZ oLrq bPNkuqlkj
(Voluntarily) ugha [kjhnrk tc rd dh foØsrk ds }kjk oLrq ds cspus ds izR;Ur u fd, tk,aA blds lkFk&lkFk
fuekZrk }kjk fufeZr mRikn vPNh fdLe dk gksus ij Hkh mldk foØ; ugha fd;k tk ldrk tc rd fd mldk
lao)Zu u fd;k tk,A fcØh esa o`f) ds fy, lao)Zu (Promotion) dk lgkjk fy;k tkrk gSA foKkiu
(Advertisement), O;fDrxr foØ; (Personal Selling) vkSj izpkj (Publicity) ds ek/;e ls lao)Zu (Promotion)
laHko gSA
40 foi.ku ds fl)kUr

(i) foKkiu (Advertisement) – oLrq fo'ks"k ds ckjs esa tkudkjh nsuk foKkiu dgykrk gSA mijksDr
ifjHkk"kkvksa ds vk/kkj ij ;g dgk tk ldrk gS fd foKkiu ,d ,slh voS;fDrd foØ; dyk gS ftlesa
,d fuf'pr iz;kstd (Identified) ds }kjk mRiknksa] lsokvksa rFkk fopkjksa dh lwpuk nh tkrh gSA bu lsokvksa
ds fy, Hkqxrku Hkh fd;k tkrk gSA
(ii) O;fDrxr foØ; (Personal Selling) – ;g foØ; dh og fof/k gS ftlesa Øsrk&foØsrk izR;{k :i ls
vkeus&lkeus gksrs gSa vkSj muds chp fdlh izdkj dh HkkSxksfyd nwjh ugha gksrh gSA foØsrk viuh oLrq dks
Øsrk ds le{k izLrqr djrk gS vkSj Øsrk dks iw.kZ larq"V djrs gq, cspus dk iz;kl djrk gSA
4. dher (Price) – foi.ku fu.kZ;ksa esa ewY; dk egRoiw.kZ LFkku gksrk gSA izR;sd O;kolkf;d miØe dk eq[; mís';
ykHkksa dks vf/kdre (Maximisation of Profit) djuk gSA bl mís'; dh izkfIr rHkh laHko gS tcfd mRiknksa dh
dher mudh ykxr ls vf/kd gksA mRikn dh dher miØe dh fcØh] ykHkksa dh ek=kk] mRikn fu;kstu] forj.k]
foKkiu rFkk foØ; lao)Zu dk;ZØeksa (Promotion Programmes) ij egRoiw.kZ izHkko Mkyrh gSA
vr% ewY;ksa dk fu/kkZj.k bl izdkj fd;k tkuk pkfg, fd ewY; miHkksDrk dks vf/kd izrhr u gks] laLFkk izfr;ksfxrk
esa fVd dj mfpr ykHk izkIr dj lds rFkk ljdkjh fu;a=k.kksa ls Hkh vius vki dks cpk ldsA

m
o
.c
a
m
a
n
y
d
u
t
S
foi.ku i;kZoj.k 41

v/;k;&4
foi.ku i;kZoj.k
(Marketing Environment)
vkt ds bl izfrLi/kkZRed ;qx esa izfriy cnyrs i;kZoj.k esa O;olk; djuk vklku dk;Z ugha gSA lQyrk ds pjeksRd"kZ
ij igqapus ds fy, ;g vko';d gS fd foi.kudrkZ O;kolkf;d i;kZoj.k ds lekukUrj gh viuh fØ;kvksa dk lapkyu
djsaA vr% ,d foi.kudrkZ ds fy, foi.ku i;kZoj.k dk v/;;u mldk fo'ys"k.k djuk vR;Ur vko';d gSA i;kZoj.k
v/;;u ds dqN egRoiw.kZ mís'; fuEu gks ldrs gSa%&
1. O;olk; ds lQy lapkyu gsrq i;kZoj.k fLFkfr dk Kku djukA
2.
m
i;kZoj.k esa fLFkr voljksa dh [kkst djuk rkfd u;h lkgfld fØ;kvksa ds fodkl ds {ks=kksa dk irk yxk;k tk

o
ldsA
i;kZoj.k dh ifjorZu'khyrk ds ckjs esa KkuktZu djuk rkfd i;kZoj.k }kjk mifLFkr fd;s tkus okys izfrjks/kksa

.c
3.
,oa pqukSfr;ksa dk eqdkcyk fd;k tk ldsA

a
4. miØe dks fu;af=kr djus okyh i;kZoj.kh; izÑfr ,oa fo'ks"krkvksa dk v/;;u fd;k tk lds rkfd foi.ku dks
vf/kÑr n'kkvksa ds lkFk lek;ksftr fd;k tk ldsA rFkk ckn esa i;kZoj.k dks O;olk; ds le/kehZ cukus gsrq izHkko

m
Mkyk tk ldsA

a
ekuo ,oa mldh fØ;k,a i;kZoj.k ls fdruh izHkkfor gksrh gSa] bldk egRo vkt ds ;qx esa ftruk vuqHko fd;k tk jgk
gS] mruk igys dHkh ugha fd;k x;kA D;ksafd vkt ;g ckr iw.kZr;k izHkkodkjh gks x;h gS fd i;kZoj.k dk leLr thok.kqvksa

n
,oa mldh fØ;kvksa ij vR;f/kd izHkko iM+rk gSA vc iz'u ;g mBrk gS fd i;kZoj.k gS D;k\ bldk ekuo thou ,oa

y
mlds }kjk lEikfnr dh tkus okyh fofHké vkfFkZd ,oa vukfFkZd fØ;kvksa ls D;k laca/k gS\

d
i;kZoj.k dk lgh v/;;u ,oa vFkZ le>us ds fy, gesa (Ecology) dks le>uk gksxkA bdksysth og foKku gS tks thok.kq
,oa i;kZoj.k ds vUr%dj.k dk v/;;u ,oa fo'ys"k.k djrk gSA

u
i;kZoj.k ,oa thok.kqvksa ds vkilh laca/kksa ds v/;;u ds dqN izeq[k mnkgj.k gSa&/kqzoh; izns'k ds Hkkyw] eNyh] dkbZ] cSDVhfj;k

c<+us yxrh gS] ysfdu t

bR;kfnA o"kkZdky esa ge ns[krs gSa fd vklikl ds xïksa ikuh bdëk gks tkrk gS ogka dkbZ Qyus&Qwyus yxrh gS vkSj

S T;ksa&T;ksa ikuh de gksus yxrk gS ;k lw[kus yxrk gS rks ;g Hkh de gksrh pyh tkrh gS vkSj
vUrr% lw[k dj lekIr gks tkrh gSA vFkkZr~ dgus dk rkRi;Z ;g gS fd bldk thou iw.kZr% ikuh ds teko vkSj blds
cus jgus ij fuHkZj djrk gSA ;g fLFkfr lEiw.kZ txr ij v{kj'k% ykxw gksrh gSA lalkj ds leLr izk.kh i;kZoj.k dh
vuqdwyrk ls iYyfor iqf"ir ,oa fodflr gksrs gSa rFkk i;kZoj.k ds izfrdwy gksus ij de gks tkrs gSa ;k izk;% u"V gks tkrs
gSaA
fu"d"kZ :i esa ge ;g dg ldrs gSa fd thok.kq dk mn~xe fodkl ,oa uk'k dk i;kZoj.k ls ?kfu"B laca/k gSA euq"; dh
leLr fØ;k,a ftlesa thou lk/ku Hkh lfEefyr gSa ,d fuf'pr i;kZoj.k esa gh djuh iM+rh gSA blfy, ;g furkUr
vko';d gks tkrk gS fd fØ;kvksa ,oa i;kZoj.k ds vkilh laca/kksa dks le>k tk, ,oa budk foLr`r fo'ys"k.k fd;k
tk,A
42 foi.ku ds fl)kUr

i;kZoj.k dk vFkZ ,oa ifjHkk"kk

(Meaning & Definition of Environment)
^^i;kZoj.k ds vUrxZr mu leLr 'kfä;ksa o rRoksa dks lfEefyr fd;k tkrk gS tks fØ;kvksa dks izHkkfor djrh gS ;k izHkko
Mky ldrh gSA**
(Environment comprises all forces and entities which influence or have the potentiality to influence activities)

fØ;k
'kfDr;ka ¼vFkok foi.ku

m
i;kZoj.k ds rRo½ i;kZoj.k
(Environmental (Environment)

o
Forces )

.c
a
m
a
fp=k 4.1: i;kZoj.k ds rRo (Environmental Forces)

n
fØ;k dh lQyrk ;k foQyrk] rhozrk ;k f'kfFkyrk bu 'kfDr;ksa dh izÑfr ,oa fo'ks"krkvksa ij fuHkZj djrh gSA

y
cgqr ls fo}ku i;kZoj.k esa dsoy cká 'kfDr;ksa dks gh lfEefyr djrs gSaA vFkkZr~ i;kZoj.k dh ifjHkk"kk og fuEu izdkj

d
ls nsrs gSa%

djus dh {kerk j[krs gSaA** u

^^i;kZoj.k mu cká 'kfDr;ksa o rRoksa dks dgrs gSa tks fdlh laLFkk dh fØ;kvksa dks izHkkfor djrs gSa] vFkok izHkkfor

tiw.kZ ifjHkk"kk ugha dgh tk ldrh D;ksafd lekt ds izR;sd laxBu ,oa laLFkk dh vkUrfjd
Sgksrs gSa vkSj ;s vkUrfjd rRo ,oa 'kfDr;ka Hkh mldh fØ;kvksa dks izHkkfor djrs gSaA
;g ifjHkk"kk i;kZoj.k dh
'kfDr;ka o rRo Hkh
foi.ku i;kZoj.k
(Marketing Environment)
foi.ku i;kZoj.k ds vUrxZr og leLr 'kfDr;ka ,oa rRo lfEefyr fd;s tkrs gSa tks fdlh laLFkk dh foi.ku fØ;kvksa
dks izHkkfor djrs gSa] vFkok izHkkfor djus dh {kerk j[krs gSaA
(Marketing environment comprises all forces and entities which influence or have the potentiality to influence the
marketing activities of a company)
foi.ku i;kZoj.k 43

i;kZoj.k
volj
foi.ku (Environmental
foi.ku fØ;k,a
Opportunity)
i;kZoj.k
(Marketing
(Marketing
Activities)
Environment)
i;kZoj.k pqukSrh
(Environmental Threats)

fp=k 4.2% i;kZoj.k dk izHkko (Effect of Environment)

i;kZoj.k dk izHkko
(Effect of Environment)
foi.ku i;kZoj.k foi.ku fØ;kvksa dks eq[;r;k nks izdkj ls izHkkfor djrk gSA izFke] vuqdwy :i esa vFkkZr~ vPNk izHkko
vkSj nwljs izfrdwy :i esa vFkkZr~ cqjk izHkkoA ;fn i;kZoj.k dh 'kfDr;ka ,oa rRo fØ;kvksa ds i{k esa gS rks mu fØ;kvksa
ij vPNk vFkkZr /kukRed izHkko iM+sxk vkSj ;fn i;kZoj.k dh 'kfDr;ka o rRo fØ;kvksa ds fojks/k esa gS rks fØ;kvksa ij cqjk
vFkkZr~ _.kkRed izHkko iM+sxkA
i;kZoj.kh; pqukSrh m
(Environmental Threat) o
.c
^^i;kZoj.k pqukSrh ,d ,slh foijhr izÑfr vFkok] fof'k"V mFky&iqFky gS tks fd mís';iw.kZ foi.ku dne ds vHkko esa]

a
daiuh ds mRikn czk.M vFkok daiuh dh lEiw.kZ fLFkfr dks uqdlku igqapk ldrh gSA**
(Environmental threat is a challenge posed by unfavourable trend or specific disturbance in the environment that

m
would lead in the absence of purposeful marketing action, to the stagnation or demise of a company, product or

a
brand).

n
le;&le; ij i;kZoj.k esa ,sls ifjorZu gksrs jgrs gSa tks fdlh daiuh ds foi.ku dk;Z esa vojks/k mRié djrs gsa tSls
dPpk eky feyuk can gks tk,] ljdkjh uhfr esa ,slk ifjorZu fd;k tk, fd daiuh dk mRikn dbZ {ks=kksa esa csps u tk
y
ldsa] dj c<+k fn;s tk,a] izfrLi/khZ daiuh vPNh fdLe dk mRikn cktkj esa izLrqr djs] daiuh ds mRikn dk QS'ku [kRe

d
gks tk, vkfn] i;kZoj.k esa gksus okyk dksbZ Hkh ,slk ifjorZu tks daiuh foi.ku dk;Z esa vojks/k mRié i;kZoj.kh; pqukSrh
dgyk;sxkA ;fn foi.ku çca/kd ,slh pqukSfr;ksa dk eqdkcyk djus ds fy, le; jgrs mfpr dne u mBk;sa rks daiuh
u
dks dkQh {kfr gks ldrh gSA rFkk varr% O;olk; can Hkh djuk iM+ ldrk gSA Hkkjr esa fofHké m|ksxksa ds le{k i;kZoj.kh;
t
pqukSrh ds dqN izeq[k mnkgj.k fuEu lkj.kh esa fn;s x;s gSa%

S lkj.kh&4.1

i;kZoj.kh; pqukSfr;ka&Hkkjrh; mnkgj.k

(Environmental Threats - Indian Examples)

i;kZoj.k pqukSrh dk lkeuk djus okys m|ksx@mRikn pqukSrh fdlls gSA

(Environmental Threat to Industry/Product) (From)
1. rkaxk] cSyxkM+h] lkbfdy] fjD'kk] gkFk dk fjD'kkA vkWVksfjD'kk] Vªd rFkk vU; e'khu ls pyus okys okgu
2. lwrh diM+k m|ksxA flUFksfVd m|ksxksa ds diM+s VSjhyhu vkfnA
3. flusek m|ksxA Vsyhfotu
4. Vsfcy jsfM;ksA VªkaftLVj jsfM;ksA
Contd...
44 foi.ku ds fl)kUr

5. xzkeksQksu rFkk xzkeksQksu jsdkMZA Vsi jsdkMZj] dSlsV] oh-lh-vkjA

6. ekuoh; ewY;ksa esa ifjorZu O;kolkf;d laLFkkvksa ekuo laca/kh ifjorZu@fxjkoV] gM+rky] rkykcanh]
esa vPNs ekuo laca/kA vuq'kklughurk] dke u djus dh izof` r vkns'kksa dk
mYya?ku vkfnA
7. L;kgh ls fy[kus okys gksYMj] isu] fuc] L;kghA cky IokbUV isuA
8. /kksrh] ixM+h] ydM+h ds [kM+kÅ o vU; ijEijkxr isUV] deht o vU; vk/kqfud igukok dh oLrq,aA
igukok dh oLrq,aA
9. yksgs o ihry ds crZu] rkacs ds crZuA LVsuysl LVhy ds crZuA

i;kZoj.kh; volj
(Environmental Opportunities)
^^i;kZoj.k volj] foi.ku i;kZoj.k esa vkus okys ,sls ifjorZu dks dgrs gSa] ftuls ,slh ifjfLFkfr;ka mRié gks tkrh gSa
fd mís';iw.kZ foi.ku dne mBkus ij] lQyrk dh laHkkouk,a c<+ tkrh gSaA
(A marketing environmental opportunity is a challenge to purposeful marketing action that is characterized by a

m
generally favourable set of environmental circumstances and an acceptable probability of success)

o
i;kZoj.k ifjorZu'khy gS vkSj le;&le; ij foi.ku volj iznku djrk jgrk gS] ijUrq fdlh daiuh dh foi.ku lQyrk

.c
bl ckr ij fuHkZj djrh gS fd daiuh mu voljksa ls fdruk ykHk mBk ikrh gSA fdlh daiuh ds fy, foi.ku volj fuEu
:i esa gks ldrs gSa&
&
&
uohu mRikn] lsok;sa] forj.k] lkj.kh rFkk foØ; lao)Zu ds mik;A
dk;Z{kerk esa lq/kkjA
a
& izfrLi/kkZ fHkérkvksa dk l`tuA m
& a
u;s cktkjksa esa foLrkj o izos'k dh laHkkouk;saA
& izfrLi/kkZ dk var ;k dehA
n
& lgk;d ljdkjh uhfr;kaA
y
&
d
xzkgdksa dh vk; ,oa Ø; 'kfDr esa o`f)A

u
voljksa dk ewY;kadu ;g tkuus ds fy, fd;k tkuk pkfg, fd buls dgka rd ykHk mBk;k tk ldrk gSA [kks;k gqvk

t
volj okil ugha vkrkA fFk;ksMksj ysfoV (Theodore Levitt) ds vuqlkj ^^vko';drk gks ldrh gS ij cktkj
ugha&cktkj gks ldrk gS ij xzkgd ugha&xzkgd gks ldrk gS ij foØsrk ugha**] Hkkjr esa cgqr ls mRikn o lsokvksa dh
S
vko';drk gS ¼ijUrq xjhch o Ø; 'kfDr ds fcuk ns'k dh yxHkx vk/kh tula[;k Ø; djus esa vleFkZ gS½ vFkkZr~ cktkj
gS ij xzkgd ughsaA blh izdkj cgqr ls mRikn o lsokvksa ds xzkgd gSa ij foØsrk ughaA vFkkZr cktkj esa foØ; volj gSa
ij foØsrk ughaA ,sls vusdksa mRikn o lsokvksa dh ns'k esa vko';drk gS ¼foi.ku volj gS½ ijUrq lkgl vkSj O;kolkf;d
{kerk dh deh ds dkj.k yksx ,sls voljksa dh igpku ugha dj ikrs vkSj volj [kkyh pys tkrs gSaA dqN yksxksa esa lkgl
o O;kolkf;d {kerk gksrh gS og voljksa dh igpku djds mudk ykHk mBkrs gSa rFkk lQy O;olk;h cu tkrs gSaA
Hkkjrh; i;kZoj.k esa foi.ku volj
(Marketing Opportunities in Indian Environment)
gfjr Økafr us Hkkjr ds xzkeh.k cktkjksa esa mRikn o lsokvksa ds foi.ku voljksa esa cgqr o`f) dh gSA blh izdkj lQsn Økafr
vFkkZr Msjh m|ksx ds fodkl ls Hkh xzkeh.k bykdksa esa le`f) vkbZ gSA fiNys n'kd esa xzkeh.k tula[;k dh vk; ,oa Ø;
foi.ku i;kZoj.k 45

'kfDr esa o`f) gqbZ gSA lkgldrkZ ,oa foi.kudrkZ xzkeh.k yksxksa dh vko';drkvksa dk irk yxkdj] vko';drkuqlkj mRikn
o mfpr foi.ku }kjk Hkkjr ds o`gr xzkeh.k cktkj dh foØ; laHkkoukvksa ls ykHk mBk ldrs gSaA tula[;k ds vk/kkj ij
Hkkjr dk xzkeh.k cktkj phu ds ckn fo'o dk nwljk cM+k laHkkfor cktkj gSA
Hkkjr ds 'kgjh {ks=kksa esa vehj o e/;oxZ dh c<+rh gqbZ la[;k] cM+s iSekus ij mRikn o lsokvksa dh ekax mRié djrh gSA
mRikn ,oa lsokvksa ds foØ; ds vf/kd ,oa vPNs volj iznku djus okys ?kVdksa dk o.kZu fuEufyf[kr gSA
lkj.kh – 4.2
Hkkjr esa foi.ku ds vf/kd ,oa vPNs volj iznku djus okys rRo
(Factors Responsible for Providing More and Better Marketing Opportunities in India)

?kVd mRikn o lsokvksa ds foi.ku volj

(Factors) (Marketing Opportunities for Product and Services)

1. lk{kjrk dh c<+rh nj iqLrdas] i=k&if=kdk,a] lekpkj i=k vkfnA

(Increasing rate of literacy)

2. thou vk;q esa o`f) [kk| inkFkZ] Qy] lCth] vukt] nok,a] diM+s vkfnA

m
(Increasing in longevity of life)

o
3. xk¡o] dLcksa o 'kgjksa dk fodkl ?kj cukus dk lkeku bZaV] iRFkj] pwuk] lhesUV vkfnA
(Vast development of cities & Towns)

.c
4. yksxksa ds thou Lrj esa o`f) QuhZpj] njh] diM+s] twrs] Vsfyfotu] jsÝhtjsVj] LdwVj]
(Development in standard of living of people) eksVj vkfnA
5. u;s m|ksxksa dk fodkl
a
dPpk eky] e'khu o midj.k] ÅtkZ] ifjogu] fctyh]
fctyh] ikuh] cSafdax chek rFkk vU; lacaf/kr mRikn o

m
(Development of new industries)
lsok;saA
i;kZoj.k ds ?kVd
a
i;kZoj.k ,d foLr`r ,oa tfVy mikxe gS ftldksn
(Environmental Factors)

ds vk/kkj ij ifjofrZr gksrs jgrs gSaA i;kZoy

vusdksa ?kVd izHkkfor djrs gSaA ;g ?kVd ns'k] dky ,oa ifjfLFkfr;ksa
j.k dks izHkkfor djus okys ?kVdksa dks ge pkj oxkZsa esa foHkkftr dj ldrs gSa
tSlk fd fp=k esa fn[kk;k x;kd
(4.3) gSA

u lkekU; vkfFkZd n'kk;sa] vkfFkZd] iz.kkyh] jk"Vªh;

t
vk;] vk; dk forj.k] ekSfnzd uhfr] dj uhfr]
vkS|ksfxd uhfr

S le;kuqlkj (Timewise)
iwoZ i;kZoj.k
vkfFkZd (Non Economic)
lkekftd
orZeku i;kZoj.k dEiuh jktuSfrd
Hkfo"; i;kZoj.k lkaLÑfrd
'kSf{kd
LFkkuh; i;kZoj.k LFkkukuqlkj (Spacewise)
{ks=kh; i;kZoj.k
jk"Vªh; i;kZoj.k
vUrZjk"Vªh; i;kZoj.k
fp=k 4.3 i;kZoj.k ?kVd (Environmental Factors)
vkfFkZd (Economic)
46 foi.ku ds fl)kUr

vkfFkZd ,oa vukfFkZd i;kZoj.k ds ?kVdksa esa vkil esa vUr%fØ;k (Interaction) gksrh jgrh gSA vFkkZr~ vkfFkZd rRoksa esa
vukfFkZd rF;ksa dk izHkko gksrk gSA blh izdkj vukfFkZd rF;ksa ds vkfFkZd i{k Hkh gksrs gSaA LFkkukuqlkj (Spacewise)
vUrZjk"Vªh; i;kZoj.k dk izHkko jk"Vªh; i;kZoj.k ij iM+rk gS rFkk blh Øekuqlkj jk"Vªh; i;kZoj.k dk {ks=kh; i;kZoj.k
ij rFkk {ks=kh; i;kZoj.k dk LFkkuh; i;kZoj.k ij izHkko iM+rk gSA blh izdkj iwoZ i;kZoj.k dk orZeku ij vkSj orZeku
i;kZoj.k dk Hkfo"; ds i;kZoj.k ij izHkko iM+rk gSA
foi.ku i;kZoj.k ds eq[; rRo
(Major Components of Marketing Environment)
cgqr ls fo}kuksa dk ;g dguk gS fd foi.ku i;kZoj.k ds vUrxZr og cká ?kVd vkrs gSa tks fd fdlh daiuh dh foi.ku
fØ;kvksa dks izHkkfor djrs gSa ;k izHkkfor dj ldrs gSaA geus vius v/;;u esa] daiuh ds laxBukRed i;kZoj.k dks Hkh
lfEefyr fd;k gSA fdlh daiuh dk viuk vkUrfjd laxBukRed i;kZoj.k ml daiuh ds lewps i;kZoj.k dk ,d egRoiw.kZ
Hkkx gSA

iii. o`gr i;kZoj.k (Macro Environment)

vkfFkZd i;kZoj.k] lkekftd i;kZoj.k] jktuSfrd i;kZoj.k] rduhdh i;kZoj.k vkfn

m
o
ii. cktkj i;kZoj.k (Market Environment)
vkfFkZd i;kZoj.k] lkekftd i;kZoj.k] jktuSfrd i;kZoj.k] rduhdh i;kZoj.k vkfn

i. daiuh dk vkarfjd ¼laxBukRed½ i;kZoj.k .c

a
(Organisational Environment of the Co.)

m
a
n
dEiuh ds lk/ku mRikndrk]
daiuh&mRikn@lsok
izcU/k Jfed lEcU/k] izcUèkd

y
Company-Product/Service
ds ewY; o /kkj.kk;sa

d
u
t
fp=k 4.4: foi.ku i;kZoj.k ds eq[; rRo (Major Components of Marketing Environment)

(i) S
daiuh dk vkUrfjd ¼laxBukRed½ i;kZoj.k (Company's Internal Organisational Environment): fdlh
Hkh daiuh dk viuk vkarfjd i;kZoj.k mu leLr 'kfDr;ksa dk ¼vFkkZr~ lewps i;kZoj.k½ tks daiuh dh fØ;kvksa
dks izHkkfor djrh gSa ,d egRoiw.kZ Hkkx gksrk gSA vkUrfjd i;kZoj.k ds eq[; vax gSa% Je izca/k] laca/k] mRikndrk]
dPpk eky] foÙkh; ,oa ekuo lalk/ku] deZpkfj;ksa dh dq'kyrk o dk;Z ds izfr vfHko`fr] deZpkfj;ksa dk eukscy]
izcU/kdksa dh dq'kyrk] ewY; vkSj /kkj.kk,a vkfnA
(ii) cktkj i;kZoj.k (Market Environment): cktkj i;kZoj.k lcls egRoiw.kZ 'kfDr gksrh gS tks fd fdlh daiuh
dh foi.ku fØ;kvksa dks izHkkfor djrh gSA D;ksafd vk/kqfud foi.ku eq[;r% cktkj ij dsfUnzr gksrk gSA cktkj
i;kZoj.k ds izeq[k rRo gSa%&xzkgdksa dh la[;k] vk;] Ø; {kerk] vko';drk;sa o bPNk;sa] Ø; mís'; ,oa O;ogkj
vkfnA izR;sd daiuh rFkk izR;sd mRikn dk cktkj i;kZoj.k fHké gksrk gSA ;g LFkku&LFkku rFkk le;&le;
ij cnyrk jgrk gSA ;g ifjorZu'khy rFkk vfuf'pr gksrk gS vkSj bldk iwokZuqeku yxkuk cgqr dfBu gksrk gSA
foi.ku i;kZoj.k 47

(iii) o`gr i;kZoj.k (Macro Environment): o`gr i;kZoj.k ds vUrxZr vkfFkZd i;kZoj.k] lkekftd o lkaLÑfrd
i;kZoj.k] rduhdh i;kZoj.k] jktuSfrd i;kZoj.k rFkk izfrLi/kkZ i;kZoj.k vkrs gSaA
¼d½ vkfFkZd i;kZoj.k (Economic Environment): lkekU; jk"Vªh; vkfFkZd i;kZoj.k vkfFkZd iz.kkyh dh izÑfr
ds :i esa gksrk gS ftlds vUrxZr lEifÙk ds vf/kdkj] fu;kstu dk Lo:i] dher iz.kkyh dh dk;Zfof/k vkrs
gSaA bu n`f"Vdks.kksa ls ns[kus ij ns'k dh vkfFkZd iz.kkyh dh izÑfr iwathoknh ¼Lora=k lkgl½] lektoknh]
lkE;oknh ;k fefJr gks ldrh gSA
vFkZO;oLFkk dh lajpuk ds vUrxZr jk"Vªh; mRikn dh lajpuk] dk;Zjr {kerk dk fHké fØ;kvksa esa forj.k]
iwath fuekZ.k dk Lo:i] O;kikj dk Lo:i vkfn vkrs gSaA ;gh ?kVd ns'k ds fHké mRiknu oxZ tSls&Ñf"k]
m|ksx o lsokvksa esa lkE;rk (Equilibrium) vFkok vlkE;rk (Disequilibrium) iznf'kZr djrs gSaA jk"Vªh;
vFkZO;oLFkk fHké mRikn oxkZsa ds vUr%dj.k ls gh dk;Z djrh gSA O;kikj oxZ vU; lHkh oxksZa ls lkSns djrk
gSA ;gh lkSns ¼ysu nsu] O;ogkj½ O;olk; ds vkfFkZd i;kZoj.k dks ifjHkkf"kr djrk gSA
vkfFkZd i;kZoj.k ds dqN izeq[k rRo gSa] ftudk foi.ku fØ;kvksa ds n`f"Vdks.k ls vf/kd egRo gS] og gSa
ldy jk"Vªh; mRikn (GNP), jk"Vªh; vk;] izfr O;fDr vk;] O;fDrrxr vk; dh fo'ks"krk,a ¼ikfjokfjd
ctV dk fofHkUu enksa ij O;; dk çfr'kr½ eqnzk iwfrZ] eqnzk dk ewY;] eqnzk LQhfr@ladqpu n'kk,a] forj.k

m
okfgdk;sa muds izdkj o fo'ks"krk,a vkfnA
¼[k½ rduhdh i;kZoj.k (Technological Environment): vkt ds ;qx esa tcfd ekuo Kku esa Økafrdkjh
o
fodkl ,oa ifjorZu vk jgk] rduhdh i;kZoj.k esa rhoz xfr ls ifjorZu gks jgk gSA ,d mRikn ds thou

.c
pØ dky esa gh rduhdh fodYi ,oa ifjorZu gks tkrs gSaA dqN mRiknksa ds {ks=k esa rks rduhdh i;kZoj.k
esa cnyko bruk 'kh?kz gks jgk gS fd i;kZoj.k coUMj (Environmental Turbulence) dh fLFkfr mRié gks

a
xbZ gSA mnkgj.k ds fy, {kh.k fo|qr lans'k dks rst djus ds rduhdh Kku (Technical know-how) esa
fiNys dqN n'kdksa esa ikap ckj fodkl gqvk gSA 'kwU; O;wg (Vacuum Tube) ls VªkaftLVj (Tranistor) ls

m
fefu;pjkbtM ljdsVl (Miniaturised Circuits) ls ekbØks fefu;pjkbtM fpIl (Micro-Miniaturised

a
Chips) ls vkSifVDy Qkbcj (Optical Fibre) ds brus 'kh?kz ifjorZu ds eq[; dkj.k gSa daifu;ksa ds 'kks/k
o fodkl foHkkxksa }kjk lkewfgd oSKkfud vuqla/kku ij cy] rduhd esa ifjorZu rFkk ubZ rduhd ,oa
n
izcUèkdksa ds fy, ,d pqukSrh ds :i esa vkrh gSA

y
¼x½ lkekftd ,oa lkaLÑfrd i;kZoj.k (Social & Cultural Environment): lkekftd ,oa lkaLÑfrd

d
i;kZoj.k ds vUrxZr Kku] ekU;rk,a] dyk] uSfrdrk] dkuwu] ijEijk,a] jhfr&fjokt vkSj og lc {kerk,a o
vknrsa vkrh gSa tks euq"; us lekt ds lnL; ds :i esa xzg.k dh gSaA dqN egRoiw.kZ lkekftd o lkaLÑfrd
u
?kVd tks foi.ku fØ;kvksa ls vf/kd tqM+s gq, gSa og gSa gekjs /kkfeZd] lkekftd o tkrh; rht&R;kSgkj]

t
jLesa] esys vkfn rFkk bu voljksa ij fy, tkus okys mRikn o lsok,a] gekjh fookg iz.kkyh] jgu&lgu]

S
igukok] ijEijk;sa] R;kSgkj] /kkfeZd ekU;rk,a] la;qDr ifjokj] vkfn rRo O;kolkf;d ,oa foi.ku fØ;kvksa
dks izHkkfor djrs gSaA
¼?k½ jktuSfrd ,oa dkuwuh i;kZoj.k (Political & Legal Environment): foi.ku ds jktuSfrd dkuwuh
i;kZoj.k ds vUrxZr fuEufyf[kr rRo vkrs gSa%
(1) jktuSfrd laxBu (Political Organisation): ljdkj dk vkn'kZ] jktuSfrd ikfVZ;ksa dh fopkj/kkjk]
ukSdj'kkgh] ykyQhrk'kkgh vkfnA
(2) jktuSfrd fLFkjrk (Political Stability): dkuwu O;oLFkk dh fLFkfr] >xM+s] vkUnksyu] ljdkj o
iz'kklu dk Lrj] dsUnzh; ,oa izkUrh; ljdkjksa dh fLFkjrkA
(3) ljdkjh uhfr;ka (Govt. Policies): O;kikj uhfr] vk;kr uhfr] rVdj uhfr] vkfFkZd xBca/ku vkfnA
(4) dkuwu dh O;ogkfjdrk o yksp] fons'kh cktkjksa esa ns'k dh [;kfrA
48 foi.ku ds fl)kUr

Hkkjr esa foi.ku ,oa ljdkj

(Government & Marketing in India)
izR;sd ns'k fodkl djuk pkgrk gS rFkk xjhch ,oa fiNM+kiu feVkus] vkRefuHkZjrk izkIr djus o ns'k ds ukxfjdksa dh HkykbZ
o thou Lrj esa lq/kkj ykus dk iz;kl djrk gSA vkFkZj fyfol (Arthur Lewis) ds vuqlkj ^^fdlh ns'k dk vkfFkZd fodkl
le>nkj ljdkj rFkk lfØ; ljdkjh yxko ds fcuk laHko ugha gSA** ljdkjh gLr{ksi ,oa fu;eu turk ds fgr esa rFkk
vkfFkZd fodkl izfØ;k ds Hkkx ds :i esa Lohdkj fd;k tkrk gSA
jkT; fu;eu ds dkj.k
(Causes of State Regulation)
jkT; ¼ljdkj½ }kjk vkfFkZd o foi.ku fØ;kvksa ds fu;eu] rFkk fu;a=k.k ds fuEufyf[kr dkj.k gSa%
1. miHkksDrk laj{k.k (Consumer Protection): foi.ku fØ;kvksa dh xyr fof/k;ksa ls miHkksDrkvksa dks laj{k.k iznku
djuk tSls&feykoV] de rksy] ?kfV;k fdLe] vf/kd dher vkfnA
2. ns'k ds lalk/kuksa dh lEgky o cpr (To Preserve & Conserve Country's Resources): vR;f/kd foKkiu
O;;] Hk.Mkj.k lqfo/kkvksa ds vHkko esa cckZnh] mRikn esa cukoVh ifjorZuA
3.
m
fons'kh O;kikj dk fu;eu (Regulation of Foreign Trade): Hkqxrku larqyu dks ns'k ds i{k esa vFkok fu;af=kr
lhekvksa esa cuk, j[kus ds fy, rFkk ns'k ds m|ksxksa ds laj{k.k ds fy,A
o
.c
4. lkoZtfud ,oa futh {ks=kksa esa vlekurk de djus ds fy,A
5. lkoZtfud forj.k uhfr o O;oLFkk] fons'kh lg;ksx rFkk lk>snkjhA
jkT; esa foi.ku lacaf/kr fo/kku
a
m
(Legislation relating to Marketing in India)
Hkkjr esa foi.ku ls lacaf/kr cgqr ls vf/kfu;e gSaA foi.ku i;kZoj.k dks le>kus ds n`f"Vdks.k ls ge dqN izeq[k vf/kfuf;eksa
a
dks ys jgs gSa ftudk foLr`r fooj.k vkxs fn;k x;k gSA foi.ku fØ;kvksa ls lacaf/kr dqN izeq[k vf/kfu;e fuEufyf[kr gSa%
fo"k;
n vf/kfu;e dk uke
1.
y
dher] mRiknu ¼iwfrZ½ o forj.k fØ;kvksa ds fue;eu (i) vko';d oLrq,a vf/kfu;e] 1955.
ds lEca/k esaA
d
(Regulation of Pricing Production & Distribution
(Essential Commodity Act, 1995)

activities)
u (ii) ,dkf/kdkjh ,oa izfrcU/kkRed O;kikfjd i)fr;ka] vf/kfu;e

t
1959. (Monopolies & Restrictive Trade Practices Act, 1959).
(iii) Hkkjr lqj{kk fu;e (Defence of India Rules)

S (iv) vkS|ksfxd fodkl ,oa fu;eu vf/kfu;e 1951

2. izfrHkwfr;ksa ds Ø; ,oa foØ; ds laca/k esa
(Purchase and sale of Securities)
3. vfxze izlafonksa ds laca/k esa
(Regulation of Forward Contracts)
4. [kk| inkFkkZsa esa feykoV ds laca/k esa
(Adulteration in Food Products)
5. uki rkSy ds izekuhdj.k ds laca/k esa
(Standardisation of Weights & Measures)
(Industrial Development & Regulation Act, 1951)
izfrHkwfr vuqca/k fu;eu vf/kfu;e] 1956
(Securities Contract, Regulation Act, 1956)
vfxze izlafons fu;eu vf/kfu;e] 1952
(Forward Contracts Regulation Act, 1952)
[kk| feykoV fuokj.k vf/kfu;e] 1954
(The Prevention of Food Adulteratoin Act, 1954)
ckV ,oa eki&eku vf/kfu;e] 1976
(The Standards of Weights & Measures Act, 1976)
Contd....
foi.ku i;kZoj.k 49

6. udyh oLrqvksa ds laca/k esa O;kikj ,oa O;kikfjd fpUg vf/kfu;e] 1958
(Regulation of Fake Products) (The Trade and Merchandise Marks Act, 1958)
7. iSdsftax ,oa yscfyax ds laca/k esa iSdsftax oLrq vkns'k] 1975
(Regarding Packaging & Labelling) (Packaged Commodity Order 1975)
vc ckV ,oa eki vf/kfu;e] 1976 ds vUrxZr dj fn;k gSA
(Now Icorporated in Packaged Commodities Regulation Order,
1976)
(1) dher] mRiknu o forj.k fØ;kvksa dk fu;eu
(i) vko';d oLrq vf/kfu;e&1995 (Essential Commodities Act, 1955): Hkkjr lqj{kk fu;eksa ds vUrxZr
loZizFke 1939 esa dqN oLrqvksa ds mRiknu iwfrZ ,oa forj.k ij izfrca/k yxk;s x;s Fks tks 30 flrEcj] 1946
rd ykxw jgsA bu izfrcU/kksa dks ykxw j[kus dh vko';drk dks Lohdkj djrs gq, ljdkj us ,d v/;kns'k
ds ek/;e ls budks tkjh j[kk vkSj bl v/;kns'k dk LFkku vko';d iwfrZ ¼vLFkk;h vf/kdkj½ vf/kfu;e
(Essential Supplies (Temporary Powers), Act, 1946) us fy;kA bl vf/kfu;e dk thou dsoy 1 vizSy]
1947 rd lhfer Fkk ysfdu le;&le; ij blds thou dks c<+k;k tkrk jgk tks var esa 26 tuojh]
1955 dks lekIr gks x;kA ysfdu bldh vko';drk dks Lohdkj djrs gq, fQj ,d v/;kns'k tkjh dj
ljdkj us mu lHkh vf/kdkjksa dks iqu% izkIr dj fy;kA bl v/;kns'k dk LFkku vko';d oLrq vf/kfu;e
m
(Essential Commodities Act) 1955 us ys fy;kA ;g vf/kfu;e 1 vizSy] 1955 ls ykxw fd;k x;k çkjEHk

o
esa ;g vf/kfu;e vLFkk;h Fkk vkSj dsoy nks o"kks± ds fy, ykxw fd;k x;k Fkk ysfdu ckn esa bldks LFkk;h

.c
cuk fn;k x;kA
vko';d oLrq vf/kfu;e dk {ks=k ,oa mís';
(Area & Scope of Essential Commodities Act)
a
m
;g vf/kfu;e tEew o d'ehj jkT; dks NksM+dj lEiw.kZ Hkkjr esa ykxw gksrk gSA bl vf/kfu;e dh /kkjk 3(1) cgqr gh
egRoiw.kZ gS vkSj ;g mís'; ,oa uhfr dks n'kkZrh gSA blds vuqlkj ;fn dsUnzh; ljdkj dh jk; esa ;g t:jh gS fd fdlh
a
oLrq dh iwfrZ cuk;s j[kh tk, ;k c<+k;h tk, ;k leku forj.k djus ds fy, mfpr ewY; ij oLrq miyC/k cuh jgsa ;k

n
Hkkjr dh lqj{kk ds fy, ;k lSfud dk;Zokgh dks dq'kyrkiwoZd pykus ds fy, fdlh oLrq dk izkIr djuk vko';d gS rks
,d vkns'k ls ,slh oLrq ds mRiknu iwfrZ ,oa forj.k vkSj mlds O;kikj ij izfrca/k yxk ldrh gS ;k mldk fu;eu dj
y
ldrh gSA blesa leku forj.k ,oa mfpr ewY; cgqr gh egRoiw.kZ gS] ;fn tufgr esa fdlh oLrq ds mfpr ewY; ij leku

d
forj.k dh vko';drk gS rks ljdkj vius vf/kdkj dk iz;ksx dj ldrh gSA
vko';d oLrq,a%
u
t
os oLrq,a ftudk iz;ksx ekuo thou esa vko';d gS mudks bl vf/kfu;e esa vko';d oLrq,a crk;k x;k gSA vf/kfu;e

(1)
2
S
dh /kkjk ¼v½ ds vuqlkj fuEu oLrq,a blds vUrxZr vkrh gSa%
tkuojksa ds [kkus okyk pkjk ftlesa [ky o vU; 'kkfey gSa]
Concentrates dks;yk](2) lwrh ,oa Åuh diM+s]
(3)
(4) [kk| inkFkZ ¼frygu ,oa rsy lfgr½] (5) yksgk ,oa bLikr ¼bldh cuh gqbZ oLrq,a lfgr½] (6) dkxt ¼dkxt U;wtfizaV]
xÙkk vkfn½] (7) iSVªksfy;e ,oa blds inkFkZ] (8) dPph :bZ ,oa fcukSys] (9) nokbZ;ka] (10) dPpk twV] (11) eksVj xkfM+;ksa
ds iqtsZ ,oa vU; lgk;d lkeku] (12) vU; dksbZ oLrq ftldks dsUnzh; ljdkj vko';d le>rh gS rks ,d vkns'k tkjh
dj mldks Hkh vko';d oLrq,a eku ldrh gSA
mi;qZDr vf/kdkjksa dk iz;ksx dj dsUnzh; ljdkj us bu oLrqvksa dks Hkh vko';d ?kksf"kr dj fn;k gS&nok,a] twV ds cus
diM+s ;k VkV] Hkkjh jlk;u] flusek fQYel] ikojywe] lhesaV] lkcqu] flYd ds cus diM+s ;k fn;klykbZ] lkbZfdy ds Vk;j
,oa V~;wc] fctyh dh V~;wc ykbV] lksMk ,s'k] cSVjh ds lSy] ykyVsu] jcj] x`gLFkh ds ;a=k tSls fctyh dk yksgk vkfn bl
le; 67 inkFkkZsa ij ;g vf/kfu;e ykxw gSA
50 foi.ku ds fl)kUr

dsUnzh; ljdkj ds vf/kdkj

tSlk fd Åij crk;k x;k gS dsUnzh; ljdkj dks vko';d oLrqvksa ds mRiknu iwfrZ vkSj forj.k vkfn ds laca/k esa i;kZIr
vf/kdkj gSa vkSj dsUnzh; ljdkj bu vf/kdkjksa dk iz;ksx djrs gq, dksbZ Hkh vkns'k ns ldrh gS ftlesa fuEufyf[kr ckrksa
dh O;oLFkk gks ldrh gS&
(i) fdlh vko';d oLrq ds mRiknu ;k fuekZ.k dks ykblsal] ijfeV ;k vU; fdlh izdkj ls fu;fer djuk] (ii) fdlh
Hkwfe ij [kk| Qlykas ;k vU; izdkj dh Qlyksa dh [ksrh djuk] (iii) vko';d oLrq ds Ø; foØ; dk ewY; fu/kkZfjr dj
mldk ewY; fu;af=kr djuk] (iv) fdlh vko';d oLrq dk HkaMkj] ifjogu] forj.k] fcØh izkIr djuk dke esa ykuk ;k
miHkksx tks ykblsal ijfeV ;k vU; izdkj ls fu;fer djuk] (v) fdlh vko';d oLrq dh fcØh dks jksdus ds fy, vkns'k
nsuk (vi) fdlh Hkh O;fDr dks vkns'k nsuk fd og viuk LVkd ;k mRiknu ;k izkfIr;ka Hkkoh mRiknu iwjk ;k mldk dksbZ
Hkkx dsUnzh; ljdkj ;k izkUrh; ljdkj ;k bu ljdkjksa ds izfrfuf/k dks lkSai nsa] (vii) tufgr esa [kk| inkFkZ ;k lwrh
oL=k ls lacaf/kr vkfFkZd ;k okf.kT; lkSns ij jksd yxkuk ;k mudk fu;eu djuk] (viii) fu;eu djus ds mís'; ls mi;qZDr
of.kZr fdlh Hkh en ls lacaf/kr lwpuk,a ;k vkadM+s ,df=kr djukA (ix) fdlh Hkh O;fDr dh tks fdlh vko';d oLrq ds
mRiknu] iwfrZ ;k forj.k esa yxk gks iqLrdsa j[kus ,oa mudk voyksdu djus vkSj lwpukvksa dks nsus ds fy, dguk (x) fdlh
Hkh edku] tgkt] eksVj okgu] tkuoj dh ryk'kh ysuk vkSj mudks vius vf/kdkj esa ysukA
n.M (Penalty)
m
o
;fn dksbZ O;fDr mi;qZDr of.kZr (vii) o (ix) ds laca/k esa vkns'kksa dh vogsyuk djrk gS rks mldks ,d o"kZ rd dh ltk

.c
,oa tqekZuk fd;k tk ldrk gSA
mi;qZDr of.kZr (viii) o (ix) ds vfrfjDr vU; ekeykssa esa vogsyuk djus ij de ls de rhu ekg dh ltk nh tk ldrh
a
gS o tqekZuk Hkh fd;k tk ldrk gSA ysfdu bl ltk dh vof/k lkr o"kZ rd gks ldrh gSA

m
;fn dksbZ O;fDr >wBs c;ku ;k lwpuk,a nsrk gS rks mldks ikap o"kZ dh ltk ;k tqekZuk nksuksa fd;s tk ldrs gSaA
ljdkjh rkSj ij tkap dk vf/kdkj
a
iSnk gks xbZ gS fd mRiknu] iwfrZ ;k forj.k ds fgr n
bl vf/kfu;e dh /kkjk 12 , ds vUrxZr dsUnzh; ljdkj dks vf/kdkj fn;k x;k gS fd ;fn mldh jk; esa ,slh fLFkfr
esa ljljh rkSj ij tkap vko';d gS rks og bl vk'k; dh ,d vfèklwpuk
tkjh dj ldrh gSA ,slh fLFkfr esa bu vf/kdkjks y a dk mi;ksx ,d izFke Js.kh ds U;k;k/kh'k ds }kjk fd;k tk;sxkA ftldks

,d o"kZ ls vf/kd dh ltk nsus dk d

,d o"kZ rd dh ltk nsus dk vf/kdkj gksxkA ysfdu ;fn U;k;k/kh'k ;g le>rs gSa fd ekeyk bl izdkj dk gS fd n.M

;k iqu% lquus ds fy, fu;keuqu

gS rks os ekeys dks lqudj ,slk vkns'k ns ldrs gSa rnqijkUr fdlh Hkh xokg dks lquus
lkj dk;Z dj ldrs gSaA
;fn U;k;k/kh'k ljljh t
;k nksuksa ugha nsrS
rkSj ij ekeys dh lquokbZ dj ,d eghus ls vf/kd dh ltk ;k nks gtkj #i;s ls vf/kd tqekZuk
s gSa rks ,sls vkns'k ds fo#) dksbZ vihy ugha dh tk ldrh gSA
vf/kdkjksa dk mi;ksx
vf/kfu;e esa izkIr vf/kdkjksa ds vUrxZr dsUnzh; ljdkj us cgqr ls vkns'k tkjh fd;s gSa tSls U;wtfizaV d.Vªksy vkns'k 1962,
phuh fu;a=k.k vkns'k] 1966 nokbZ¼ewY; fu;a=k.k½ vkns'k] 1970 feêh dk rsy mi;ksx ¼ij fu;a=k.k½ vkns'k] 1960 ouLifr
rsy fu;a=k.k vkns'k vkfnA bl le; 61 oLrqvksa ds laca/k esa bl izdkj ds vkns'k tkjh fd;s x;s gSaA
,dkf/kdkjh ,oa izfrcU/kkRed O;kikfjd i)fr;ka vf/kfu;e&1969
(Monopolies & Restricted Trade Practices Act-1969)
bl vf/kfu;e dk mís'; bl ckr ds fy, lqfuf'pr djuk gS fd ns'k dh vkfFkZd iz.kkyh lkekU; fgrksa ds fo#) vkfFkZd
foi.ku i;kZoj.k 51

'kfDr dk dsUnzh;dj.k ugha djrh gS vkSj ,slh ,dkf/kdkjh ,oa izfrca/kkRed O;kikfjd i)fr;ka dks jksduk gS tks tufgr
ds fo#) gSaA
,dkf/kdkj tkap vk;ksx] 1964 dh flQkfj'kksa ds vk/kkj ij vf/kfu;e cuk;k x;k gS tks laln }kjk 18 fnlEcj] 1969
dks ikl gksdj vkSj 27 fnlEcj] 1969 dks jk"Vªifr dh LohÑfr ds ckn ,dkf/kdkj rFkk izfrcU/kkRed O;kikfjd i)fr;ka
vf/kfu;e 1969 ds :i esa cuk;k x;kA ;g vf/kfu;e 1 twu 1970 ls lkjs ns'k eas ykxw gks x;k gSA bl vf/kfu;e dh
eq[; ckrsa fuEu gSaA
¼d½ ,dkf/kdkj rFkk izfrcU/kkRed O;kikfjd i)fr;ka vk;ksx dh LFkkiuk (Establishment of Monopolies &
Restrictive Trade Practices Commission): bl vf/kfu;e ds vUrxZr ,d vk;ksx dks LFkkfir djus dh
O;oLFkk dh x;h gS ftldh lnL; la[;k de ls de 2 vkSj vf/kd ls vf/kd 8 rd gks ldrh gSA blds vfrfjDr]
bldk ,d v/;{k gksxkA bu lHkh dh fu;qfDr dsUnzh; ljdkj djsxhA bl vk;ksx dk v/;{k ;k rks mPpre
U;k;ky; ;k mPp U;k;ky;ksa dk orZeku ;k fuorZeku U;k;k/kh'k ;k U;k;k/kh'k dh ;ksX;rk j[kus okyk dksbZ Hkh
O;fDr cuk;k tk ldrk gSA izFke fu;qfDr esa vk;ksx ds lnL;ksa dk dk;Zdky vf/kd ls vf/kd 5 o"kZ rd dk
gks ldrk gS] ftldks vxys ikap o"kZ ds fy, c<+k;k tk ldrk gSA ysfdu dksbZ Hkh lnL; 65 o"kZ dh mez rd
gh vk;ksx ds lnL; ds :i esa dk;Z dj ldrk gSA

m
bl vf/kfu;e dh /kkjk 10 ds vuqlkj ;g vk;ksx (1) LosPNk ls ;k (2) ljdkj ds vuqjks/k ij ;k (3) turk
vFkok miHkksDrk dh f'kdk;rksa ij ;k (4) jftLVªkj] izfrcU/kkRed O;kikfjd i)fr;ksa ds vkxzg ij fdlh Hkh
o
izfrcU/kkRed O;kikfjd dk;Z dh tkap dk vkns'k ns ldrk gSA bl laca/k esa vk;ksx dks U;k;ky; ds vf/kdkj izkIr

.c
gSaA bl vk;ksx dks ;g Hkh vf/kdkj gS fd ;fn og tufgr esa vko';d le>s rks py jgs O;kikj dks can djk
ns ;k mUgsa fu;af=kr djus ds fy, muds le>kSrs dks jí dj ns ;k muesa la'kks/ku dk vkns'k ns nsaA bl vk;ksx dh

¼[k½ a
LFkkiuk twu] 1970 esa dh tk pqdh gSA blds v/;{k lfgr rhu lnL; gSaA
,dkf/kdkjh O;kikfjd izof` Ùk;ksa ij fu;a=k.k (Control of Monopolistic Trade Practices): ;fn dksbZ ,dkfèkdkjh
m
O;kikfjd izof` Ùk (1) izfrLi/kkZ dks de djrh gS ;k (2) cktkj eas oLrqvksa dk vHkko iSnk djrh gS ;k (3) oLrqvksa

a
;k lsokvksa ds xq.kksa esa fxjkoV ykrh gS ;k (4) oLrqvksa ds ewY;ksa esa vfHko`f) djrh gS ;k (5) oLrq vFkok lsok dh
mRiknu ykxr] fooj.k ;k iwfrZ dh ykxr esa vU;k;ksfpr <ax ls o`f) djrh gS rks ,dkf/kdkj vk;ksx dh flQkfj'k
n
ij ljdkj }kjk bu izof` Ùk;ksa ij vko';d jksd yxk;h tk ldrh gSA
¼x½
y
izfrcU/kkRed O;ogkjksa laca/kh le>kSrksa dk jftLVªs'ku (Registration of Restrictive Trade Practices

d
Agreements): /kkjk 33 ds vuqlkj ,sls lHkh izfrcU/kkRed O;ogkjksa laca/kh le>kSrksa dk jftLVªs'ku djkuk
vko';d gS tks fuEu esa ls fdlh Hkh izdkj dh Js.kh esa vkrs gSa%
u
(1) og le>kSrk tks fdlh rjhds ls ml O;fDr ;k O;fDr;ksa ij izfrca/k yxk ldrk gS ;k izfrca/k yxk nsrk gS

t
ftUgsa eky cspk tkrk gS ;k ftuls eky [kjhnk tkrk gSA (2) dksbZ le>kSrk tks Øsrk dks eky [kjhnrs le; fdlh

S
vU; eky dks [kjhnus dh 'kZr yxkrk gSA (3) dksbZ le>kSrk tks Øsrk dks vius O;olk; ds nkSjku fdlh vU;
foØsrk ds eky dk O;kikj djus ij izfrca/k yxkrk gSA (4) dksbZ le>kSrk tks eky dks fuf'pr ewY; ij ;k 'krkZsa
ij Ø; djus ;k cspus ds fy, ;k Ø; djus okyksa ds }kjk fd;k x;k gSA (5) dksbZ Hkh le>kSrk tks O;ogkjksa
esa fj;k;r ;k lqfo/kk nsus ds fy, gS ftlesa HkÙkk] NwV ;k lk[k 'kkfey gSA (6) dksbZ le>kSrk tks fdlh oLrq ds
mRiknu ;k iwfrZ dks lhfer djrk gS ;k ml ij izfrca/k yxkrk gS ;k eky dh fcØh ds fy, {ks=k ;k cktkjksa dks
vkoafVr djrk gSA (7) dksbZ le>kSrk tks eky dh iqu% fcØh ij ;g 'krZ yxkrk gS fd foØsrk }kjk fu/kkZfjr ewY;
ij eky cspk tk;sxkA (8) dksbZ le>kSrk tks eky ds cukus esa fdlh rjhds] e'khu ;k izfØ;k ds dke esa u ysus
dk gS ;k buds iz;ksx dks izfrcaf/kr dj nsrk gSA (9) dksbZ le>kSrk tks eky dks ,sls ewY; ij cspus ds fy, gS
ftldk izHkko izfr;ksfxrk ;k izfr;ksxh dks lekIr djus dk gSA (10) dksbZ Hkh le>kSrk tks mfYyf[kr izdkj dk
ugha gSA dsUnzh; ljdkj ,dkf/kdkjh vk;ksx fd flQkfj'k ij vius ctV esa izdkf'kr dj ldrh gSA bl izdkj
52 foi.ku ds fl)kUr

ds le>kSrs dk jftLVªs'ku Hkh vo'; gksxkA (11) dksbZ Hkh le>kSrk tks mi;qDr izdkj ds le>kSrs dks ykxw djus
ds fy, fd;k x;k gksA
jftLVªs'ku djrs le; (1) le>kSrs esa 'kkfey i{kksa ds uke] rFkk (2) le>kSrs dh 'krZsa nsuk vko';d gSA ;g
jftLVªs'ku le>kSrs dh frfFk ls 60 fnu vUrj ij djk fy;k tkuk pkfg,A os le>kSrs tks tufgr ds fo#) gS
mudks jí djus ;k muesa la'kks/ku djus dk vkns'k nsus dk vf/kdkj ,dkf/kdkj vk;ksx (MRTPC) dks gSA
¼?k½ vkfFkZd lÙkk ds dsUnzh;dj.k dks jksduk (Prevention of Concentration of Economic Power): ;fn dksbZ
m|ksx ftldh lEifÙk 100 djksM+ #i;s ;k blls vf/kd gS ;k og laLFkk vius O;olk; esa 1/3 ls vf/kd Hkkx
dks fu;af=kr djrh gS] viuk foLrkj djuk pkgrh gS vkSj foLrkj ls m|ksx dh lEifÙk ;k mRiknu {kerk esa 85%
dh vfHko`f) gksrh gS rks og viuk foLrkj rc rd ugha dj ldrh gS tc rd fd dsUnzh; ljdkj blds fy,
vuqefr u ns nsA ,slh vuqefr rHkh nh tk;sxh tcfd foLrkj dk;Z ds ifj.kkeLo:i vkfFkZd lÙkk ds dsUnzh;dj.k
dk Hk; ugha gksxkA
blh izdkj 100 djksM+ #i;s ls T;knk lEifÙk okyh laLFkk dsUnzh; ljdkj dh iwoZ vuqefr ds LFkkfir ugha gks
ldrh gS vkSj u la;kstu gh dj ldrh gSA
¼³½ iqu% foØ; dher vuqj{k.k dks jksduk (Prevention of Maintaining Resale Prices): vf/kfu;e dh /kkjk 39
m
ds vuqlkj dksbZ Hkh O;fDr ,slk izlafonk ;k le>kSrk vius Fkksd ;k QqVdj foØsrkvksa ds lkFk ugha dj ldrk
o
gS] ftlesa U;wure ewY; ij iqu% fcØh djus dks dgk x;k gSA ,slk le>kSrk ;k izlafonk O;FkZ ekuk tk;sxkA

.c
dksbZ Hkh iwfrZdrkZ bl vk/kkj ij viuh oLrq dh iwfrZ ml O;fDr dks ugha jksdsxk ftlesa iqu% foØ; ewY; ls de
ewY; ij fcØh dh gS ;k mlds }kjk mls iqu% foØ; ls de ewY; ij fcØh djus dh laHkkouk gSA ysfdu ,dkfèkdkj
vk;ksx dks blesa NwV nsus dk vf/kdkj gSA
a
m
¼p½ lwpukvksa dks izkIr djus ,oa fujh{kdksa dks fu;qDr djus dk vf/kdkj (Power to obtain Information &
Appointment Inspectors): izfrcfU/kr O;kikfjd i)fr;ksa ds jftLVªkj dks vf/kdkj gS fd og fdlh Hkh i{k

a
ls lwpuk,a izkIr dj ysa tks fd le>kSrs esa ,d i{k gS vkSj ftl le>kSrs dk bl vf/kfu;e ds vUrxZr jftLVªs'ku
gksuk Fkk ysfdu ugha fd;k x;k gSA
n"k vkns'k ls fdlh Hkh izdkj ds m|eksa dks le;&le; ij lwpukvksa
dks nsus ds fy, vkns'k ns ldrhy
dsUnzh; ljdkj Hkh fdlh lk/kkj.k ;k fo'ks
gSA ;fn dsUnzh; ljdkj dh jk; esa dksbZ m|e ,dkf/kdkjh ;k izfrcU/kkRed
i)fr;ksa esa yxk gqvk gSA ;kd fdlh m|e ij fu;a=k.k djus dk iz;Ru dj jgk gSA rks og ,sls m|e dh tkap

u
ds fy, fujh{kd fu;qDr dj ldrh gSA
¼N½ vijk/k ,oa n.M
t (Offences & Penalties): ;fn dksbZ O;fDr fcuk lwpuk vius m|e dk foLrkj dj ysrk gS

dj ysrkS
rks mldks ,d yk[k #i;s rd tqekZuk fd;k tk ldrk gSA blh izdkj ;fn dksbZ O;fDr ,slk u;k m|e LFkkfir
gS tks vUr% lacaf/kr dh ifjHkk"kk esa vkrk gS ;k fcuk vuqefr ds lfEeJ.k ;k foy; dj ysrk gS rks ,sls
O;fDr;ksa dks ,d yk[k #i;s rd tqekZuk fd;k tk ldrk gS ysfdu ;fn mlds ckn Hkh vijk/k pyrk jgrk gS
rks tc rd vijk/k pyrk jgrk gS rc rd ipkl #i;s izfrfnu rd tqekZuk fd;k tk ldrk gSA blh izdkj
;fn dksbZ O;fDr fdlh le>kSrs dks jftLVj ugha djkrk gS ftls bl vf/kfu;e ds vUrxZr jftLVj djkuk Fkk
rks ,sls O;fDr ij ,d gtkj #i;s rd tqekZuk fd;k tk ldrk gSA ;fn blds ckn Hkh vijk/k pyrk jgrk gS
rks tc rd vijk/k pyrk jgs ipkl #i;s izfrfnu rd tqekZuk vkSj fd;k tk ldrk gSA ;fn fdlh O;fDr ds
}kjk ekaxus ij lwpuk,a ugha nh tkrh gSa rks mldks rhu ekg dh ltk o nks gtkj #i;s tqekZuk ;k nksuksa fd;s
tk ldrs gSaA ;fn xyr lwpuk,a nh tkrh gSa rks 6 ekg rd dh ltk ;k ikap gtkj #i;s tqekZuk ;k nksuksa fd;s
tk ldrs gSaA
foi.ku i;kZoj.k 53

/kkjk 39 o 40 ds vUrxZr ;fn iqu% foØ; ewY; uhfr tkjh j[kh tkrh gS rks ,sls O;fDr dks rhu ekg dh ltk
;k 5 gtkj #i;s rd dk tqekZuk ;k nksuksa fd;s tk ldrs gSaA
(i) Hkkjr lqj{kk fu;e (Defence of India Rules): dsUnzh; ljdkj dks Hkkjr lqj{kk fu;eksa ds vUrxZr cgqr
gh O;kid vf/kdkj feys gq, gSa ftuds vuqlkj ljdkj fdlh Hkh oLrq ds fuekZ.k] forj.k] Ø; foØ;] ewY;]
LVkd vkfn ds laca/k esa vkns'k xtV esa izdkf'kr dj mu vf/kdkjksa dk mi;ksx dj ldrh gSA
(ii) vkS|ksfxd fodkl ,oa fu;eu vf/kfu;e–1951 (Industrial Development & Regulation Act. 1951):bl
vf/kfu;e ds cukus dk eq[; mís'; dsUnzh; ljdkj }kjk fu/kkZfjr vkS|ksfxd uhfr dks dk;Z:i esa ifj.kr
djuk gS ftlls fd fuEufyf[kr ckrsa dh tk ldsaA
(i) vkS|ksfxd fodkl dk fu;eu djuk ,oa ;kstuk izkFkfedrkvksa rFkk y{;ksa ds vuqlkj lk/kuksa ds izokg
dks eksM+ nsuk] (ii) ,dkf/kdkj dks nwj j[kuk ,oa /ku ds dsUnzh;dj.k dks jksduk] (iii) o`gr Lrjh; m|ksxksa
dh vuqfpr izfrLi/kkZ ls y?kq Lrjh; m|ksxksa dks laj{k.k nsuk] (iv) u;s m|fe;ksa dks m|ksx LFkkfir djus
ds fy, izksRlkfgr djuk] (v) fofHké {ks=kksa esa vkS|ksfxd fodkl dk forj.k vf/kd O;kid :i ls djuk]
rFkk (vi) vkfFkZd bdkbZ;ksa dh LFkkiuk djuk ,oa vk/kqfud fof/k;ksa ds iz;ksx ls m|ksxksa esa rduhdh ,oa
vkfFkZd lqèkkj dk iz;Ru djuk gSA ;g vf/kfu;e 8 ebZ] 1952 ls dk;Z'khy gqvk gS rFkk bl le; ;g
tEew ,oa d'ehj dks 'kkfey djrs gq, lEiw.kZ Hkkjr esa ykxw gksrk gSA bl vf/kfu;e dh eq[; ckrsa
fuEufyf[kr gSa%
m
(1) miØeksa dk iathdj.k ,oa ykblasl
o
.c
;g vf/kfu;e cgqr ls m|ksxksa tSls] fctyh ds ;a=k] oSKkfud ;a=k] [kknsa] dSfedYl] oL=k] dkxt o xÙkk]
ouLifr rsy] Xykl] flxjsV vkfn ij ykxw gksrk gSA bu 38 m|ksxksa dks fcuk dsUnzh; ljdkj ls ykblsal

a
izkIr fd;s u rks LFkkfir fd;k tk ldrk gS vkSj u gh ,slh fdlh LFkkfir bdkbZ dk foLrkj fd;k tk
ldrk gSA ysfdu ;fn bdkbZ dh LFkk;h lEifÙk;ksa ¼Hkwfe] edku ,oa lEié e'khujh esa fofu;ksx½] 5 djksM+

m
#i;s ds ewY; ls vf/kd u gks rks mldh LFkkiuk ds fy, ykblsal ysus dh vko';drk ugha gSA dsUnzh;
ljdkj ykblsal nsrs le; m|ksx dh LFkkiuk dk LFkku ,oa ml m|ksx }kjk fuekZ.k dh tkus okyh oLrq
a
ds vkdkj vkfn ds laca/k esa 'krZ yxk ldrh gSA lkFk gh ,sls m|ksx fdlh uohu oLrq dk fuekZ.k ugha dj

n
ldrs gSa ftldk ykblsal budks ugha feyk gSA

y
;fn fdlh miØe us feF;k o.kZu djds dsUnzh; ljdkj ls ykblsal ys fy;k gS rks ,sls ykblsal dks jí djus
dk vf/kdkj dsUnzh; ljdkj dks gSA ¼/kkjk 10 v½A blh izdkj ;fn ykblsal izkIr dj ysus ds ckn Hkh

d
fuèkkZfjr le; ds vUrxZr miØe dh LFkkiuk ugha gksrh gS rks dsUnzh; ljdkj dks ,slh laLFkk ds ykblsal

u
dks fujLr djus ;k mlesa ifjorZu djus dk vf/kdkj gSA ¼/kkjk 12 ½

t
(2) vuqlwfpr m|ksxksa ;k vkS|ksfxd miØeksa ds ckjs esa tkap
¼/kkjk 15) dsUnzh; ljdkj fdlh Hkh vuqlwfpr m|ksx ;k vkS|ksfxd miØe ds ckjs esa tkap dj ldrh gS
S
tcfd (1) mlds mRiknu dh ek=kk esa deh gks jgh gS ;k deh gksus dh vk'kadk gS ;k (2) mldh DokfyVh
esa fxjkoV gks x;h gS ;k fxjkoV gksus dh vk'kadk gS ;k (3) fcuk mfpr dkj.kksa ds mudh oLrq ;k oLrqvksa
ds ewY; c<+ jgs gSa ;k c<+us dh vk'kadk gS ;k (4) fdlh jk"Vªh; lk/kuksa dh j{kk dh vko';drk gS ftldk
og m|ksx ;k miØe mi;ksx dj jgk gSA
;fn tkap ds ckn dsUnzh; ljdkj larq"V gS fd ,sls m|ksx ;k miØe ds ckjs esa funZs'k fn;s tk,a ftlls
fd mRiknu fu;fer gks lds] izeki fu/kkZfjr gks lds] mldk fodkl gks lds] ewY; fu;af=kr gks lds ;k
forj.k fu;fer gks lds rks mls ,slk djus dk vf/kdkj gSA
(3) ljdkj }kjk izR;{k izca/k ,oa fu;a=k.k
;fn fdlh vkS|ksfxd bdkbZ dk izca/k larks"ktud ugha gS ;k og bdkbZ ljdkjh vkns'kksa o funZs'kksa dh
vogsyuk djrh gS rks ljdkj ,slh bdkbZ dk fu;a=k.k ,oa izca/k 17 o"kZ ds fy, vius gkFk esa ys ldrh gS
54 foi.ku ds fl)kUr

loZizFke bl vf/kdkj dk mi;ksx 5 o"kZ rd ds fy, fd;k tk;sxkA ysfdu blds ckn izfr nks o"kZ ds fy,
o`f) dh tk;sxhA blds fy, laln dh LohÑfr ysuk vko';d gSA (/kkjk 18 ,)
fdlh vkS|ksfxd miØe ds laca/k esa ;fn dsUnzh; ljdkj ds ikl i;kZIr izek.k gS rks og fcuk tkap iM+rky
djk;s ,sls miØe dks vf/kdkj esa ys ldrh gSA (/kkjk 18 ,)
(4) oLrqvksa dh iwfrZ] fooj.k] ewY; vkfn ij fu;a=k.k
/kkjk 18 th ds vuqlkj dsUnzh; ljdkj dks ;g vf/kdkj gS fd og oLrqvksa ds mfpr forj.k ,oa ewY;ksa dk
mfpr Lrj cuk;s j[kus ds fy, mudh fcØh dks fu;fer ,oa fu;af=kr dj ldsA blds fy, (i) oLrqvksa dh
[kjhn ,oa fcØh ds fy, ewY; fu/kkZfjr fd;s tk ldrs gSa] (ii) ykblsal ijfeV vkfn ls forj.k fd;k tk
ldrk gS] (iii) fcØh dks jksdk tk ldrk gS] (iv) oLrq mRiknu fdlh ,d fuf'pr O;fDr ;k laLFkk dks cspus
ds fy, dgk tk ldrk gS] (v) oLrq laca/kh vU; O;kikfjd ;k foÙkh; O;ogkjksa dks fu;af=kr fd;k tk ldrk
gSA
(5) n.M
;fn dksbZ O;fDr vius miØe dk iathdj.k ugha djkrk gS ;k dksbZ u;k miØe ykblsal ugha ysrk gS ;k
u;h oLrq dks mRikfnr djus dh vuqefr ugha ysrk gS ;k oLrq ds forj.k iwfrZ ,oa ewY; laca/kh fn;s x;s vkns'kksa

m
dk ikyu ugha djrk gS rks ,sls O;fDr dks 6 eghus dh ltk ;k 5,000 #i;s dk tqekZuk ;k nksuksa fd;s tk

o
ldrs gSaA ;fn dksbZ O;fDr vkns'k dh vogsyuk yxkrkj djrk jgrk gS rks ,sls O;fDr dks 500 #i;s izfrfnu
rc rd tqekZuk fd;k tk ldrk gS tc rd fd og vkns'kksa dh iwfrZ u dj nsA
2.
.c
izfrHkwfr vuqca/k fu;eu vf/kfu;e (Securities Contracts Regulation Act, 1956): izfrHkwfr;ksa ds lacaèk
esa vokafNr lkSnksa dks jksdus] fodYi O;ogkjksa dks lekIr djus ;k ,slh ijEijk,a Mkyus ds fy, tks vokafNr
a
ifjdYiuk dks lekIr djsa vkSj lHkh lkSns fu/kkZfjr fu;eksa ds vuqlkj gksa] ;g vf/kfu;e cuk;k x;k gSA
bl vf/kfu;e ds eq[; izko/kkuksa dk o.kZu fuEu izdkj gS%
m
(i) LdU/k fofue;ksa dh ekU;rk (Recognition of Stock Exchanges): dksbZ Hkh Lda/k fofue; fcuk dsUnzh;

a
ljdkj dh ekU;rk ds dk;Z ugha dj ldrk vkSj u dksbZ u;k Lda/k fofue; dsUnzh; ljdkj dh iwoZ

n
vuqefr ds [kksyk tk ldrk gSA

y
(ii) dsUnzh; ljdkj ds vf/kdkj (Powers of Central Govt.): bl vf/kfu;e esa dsUnzh; ljdkj dks foLr`r
vf/kdkj iznku fd;s x;s gSaA dsUnzh; ljdkj ekU;rk okfil ns ldrh gSA fofHké izdkj dh lwpuk,a

d
ekax ldrh gSA Lda/k fofue; dh izca/k lfefr dqN le; ds fy, can jgus dk vkns'k ns ldrh gSA

u
(iii) izfrHkwfr;ksa esa lkSns (Dealings in Securities): fodYi O;ogkj voS/kfud ?kksf"kr dj fn;s x;s gSaA

t
rRdky lkSnksa dks fu;fer djus dk vf/kdkj ljdkj dks gSA
(iv) Lda/k fofue;ksa dh dk;Z iz.kkyh ij fu;a=k.k (Control of the Working of Stock Exchanges): dsUnzh;

S ljdkj fofue; ds [kqyus o can gksus dk le; fu/kkZfjr dj ldrh gSA fujarj gLrkUrj.k o cnys
dks fu;fer ;k lekIr dj ldrh gSA Qhl] nykyh] tqekZuk vkfn fu/kkZfjr dj ldrh gSA
(v) lnL;rk (Membership): dksbZ Hkh O;fDr tks 21 o"kZ ls de dk gS ;k Hkkjr dk ukxfjd ugha gS
fnokfy;k gS ;k mlus ysunkjksa dks iwjk /ku ugha pqdk;k gS ;k tks /kks[kknsgh ;k csbZekuh ds fy, nf.Mr
fd;k tk pqdk gS ;k tks izfrHkwfr;ksa ds vfrfjDr vU; O;kikj djrk gS rks ,slk O;fDr LdU/k fofue;
dk lnL; ugha gks ldrkA
(vi) fglkc fdrkc dh iqLrdksa dk vuqj{k.k: izR;sd lnL; dks vko';d izys[k] cfg;ka fdrkcsa vkfn 5
o"kZ rd lqjf{kr j[kuh gksaxhA
3. vfxze izlafons ¼fu;eu½ vf/kfu;e] 1952 (Forward Contracts Regulation Act, 1952): vfxze lkSnksa ds
fu;eu ds fy, ,d vf/kfu;e vfxze izlafons ¼fu;eu½ vf/kfu;e] 1952 ns'k esa ykxw gSA bl vf/kfu;e dk
foi.ku i;kZoj.k 55

mís'; mu vfxze lkSnksa ij izfrca/k yxkuk gS tks tufgr ds fo#) gSaA bl vf/kfu;e ds eq[; izko/kku
fuEufyf[kr gSa%
(i) oLrq ;k mit fofue;ksa dks ekU;rk (Recognition of Commodity or Produce Exchanges): oLrq ;k
mit fofue;ksa dks vfxze cktkj vk;ksx dh flQkfj'k ij dsUnzh; ljdkj }kjk ekU;rk iznku dh
tkrh gSA dsoy ekU;rk izkIr fofue;ksa ij gh vfxze vuqca/k ds lkSns fd;s tk ldrs gSaA dsUnzh; ljdkj
ekU;rk nsus ds fy, 'krZsa yxk ldrh gSA ,d ckj ekU;rk nsus ds ckn fdlh Hkh fofue; dh ekU;rk
dks dsUnzh; ljdkj okil ys ldrh gSA
(ii) vfxze cktkj vk;ksx dh LFkkiuk (Establishment of Forward Markets Commission): tu lk/kkj.k
ds fgrksa dh j{kk djus o vf/kfu;e ds vUrxZr ekU;rk izkIr la?kksa dh ns[kHkky djus ds fy, vfxze
cktkj vk;ksx LFkkfir fd;k tk;sxk ftlesa de ls de 2 o vf/kd ls vf/kd 4 lnL; gksaxsA bldk
lHkkifr ljdkj euksuhr djsxhA
(iii) dsUnzh; ljdkj ds vf/kdkj (Powers of Central Govt.): bl vf/kfu;e ds vUrxZr dsUnzh; ljdkj
dks fuEu vf/kdkj izkIr gSa% (a) vfxze izlafonksa ij jksd yxkus dk vf/kdkj% dsUnzh; ljdkj dks
vfèkdkj gS fd fdlh Hkh inkFkZ ;k fdlh LFkku ij ljdkjh xtV esa foKkiu nsdj ekU;rk izkIr la?kksa
ds lnL;ksa ds chp gq, izlafonksa ds vfrfjDr vfxze izlafonksa ij jksd yxk,aA la?kksa dks bl izdkj ds
m
vfxze izlafonsa djus dh vkKk fuf'pr inkFkkZsa] fuf'pr le;ksa o fuf'pr {ks=k ds fy, gh nh tk;sxh]

o
(b) lwpuk,a ekaxus dk vf/kdkj% dsUnzh; ljdkj le;&le; ij lwpuk,a o okf"kZd izfrosnu ekax

.c
ldrh gS] rFkk bl vfèkfu;e dh /kkjkvksa ds mYya?ku ij n.M Hkh fnyk ldrh gS] (c) lapkyd
euksuhr djus dk vfèkdkj% la?kksa dk dk;Z izca/k e.Myksa }kjk pyk;k tkrk gS vr% dsUnzh; ljdkj

a
izR;sd fofue;ksa ij 4 lapkyd rd euksuhr dj ldrh gS (d) fu;eksa esa ifjorZu dk vf/kdkj% ekU;rk
izkIr la?kksa ds fu;e] mifu;e o fo/kku] vkfn esa ifjorZu fcuk ljdkj dh vuqefr ds ugha gks ldrk

m
gSA ljdkj Lo;a ,sls fo/kkuksa] fu;eksa o mi fu;eksa esa ifjorZu dj ldrh gS] (e) fofue; ds
izca/k e.My dks Hkax djus dk vf/kdkj% izca/k e.My dks ljdkj }kjk Hkax fd;k tk ldrk gSA o
a
ekU;rk izkIr la?kksa dks ;k muds lnL;ksa dks dk;Z djus ls jksdk tk ldrk gSA] (f) izlafonksa dks NwV

n
nsus ,oa jksdus dk vf/kdkj% gLrkUrj.kh; fo'ks"k lqiqZnxh izlafons dks vf/kfu;e ls NwV nsuk]
LFkkUrj.kh; fo'ks"k lqiqnZxh izlafonksa dks fu;eu ds vUrxZr ysuk ;k ,sls izlafonksa ij izfrca/k yxkuk
y
o fdlh vfxze izlafons dks fu;eu ls NwV nsus vkfn dk vf/kdkj ljdkj dks gksxkA ljdkj }kjk

d
vfxze izlafons fdlh oLrq esa jksdk tk ldrs gSaA

u
(iv) n.M o dk;Zfof/k: ;fn dksbZ O;fDr xyr c;ku ;k xyr lwpuk nsrk gS rFkk ekU;rk izkIr la?kksa ds

t
dk;Z fuyEcu ds nkSjku vfxze izlafons djrk gS ;k vf/kfu;e ds fo#) dksbZ dk;Z djrk gS rks mls
izFke vijk/k ds fy, nks gtkj #i;s rd tqekZuk ;k ,d o"kZ rd dh ltk ;k nksuska fn;s tk ldrs

4.
S gSaA f}rh; vijk/k ij ltk blls vf/kd gksxhA
[kk| feykoV fuokj.k vf/kfu;e] 1954 (Prevention of Food Adulteration Act, 1954): [kk| feykoV
fuokj.k vf/kfu;e] 1954 dk eq[; mís'; lkekftd cqjkbZ] [kk| inkFkkZsa esa feykoV] dks jksduk ,oa turk
dks 'kq) [kk| oLrqvksa dks fnykuk gSA bl vf/kfu;e dh eq[; ckrsa fuEufyf[kr gSa%
(i) dqN oLrqvksa ds cukus o cspus vkfn ij jksd% dksbZ Hkh O;fDr u rks ,slh oLrq cuk;sxk] u cspsxk] u
laxzg djsxk vkSj u forfjr djsxk tks ¼d½ dksbZ feykoVh [kk| inkFkZ gks] ¼[k½ dksbZ /kks[ks okyh czk.M
;k [kk| inkFkZ gks] ¼x½ dksbZ [kk| inkFkZ ftldh fcØh ij LokLF; vf/kdkjh }kjk jksd yxk nh x;h
gks] ¼?k½ dksbZ feykoVh oLrq gks] ;k ¼M½ dksbZ [kk| inkFkZ ftldh fcØh ds fy, dksbZ ykblsal ysuk
vko';d gSA
56 foi.ku ds fl)kUr

(ii) dqN [kk| inkFkkZsa ds vk;kr ij jksd% dksbZ Hkh O;fDr ¼d½ feykoVh [kk| inkFkZ] ¼[k½ dksbZ /kks[ks nsus
okyh czk.M dk [kk| inkFkZ] ¼x½ dksbZ [kk| inkFkZ ftlds vk/kkj ds fy, ykblsal ysuk vko';d gS]
¼?k½ dksbZ [kk| inkFkZ bl vf/kfu;e ds izko/kkuksa ds fo#) gks vk;kr ugha djsxkA
(iii) [kk| fujh{kdksa dh fu;qfDr ,oa vf/kdkj% dsUnzh; ;k izkUrh; ljdkjsa xtV esa izdkf'kr djds [kk|
fujh{kdksa dh fu;qfDr dj ldrh gSa ftudks vf/kdkj gS fd os fdlh Hkh foØsrk ;k ,sls O;fDr ls tks
oLrqvksa dks ns jgk gS uewuk ys ldrs gSaA bl dk;Z ds fy;s [kk| fujh{kd] tgka ns'kh oLrq,a cu jgh
gksa ;k laxzg dh x;h gksa ;k j[kh x;h gksa ?kql ldrk gS vkSj ,slh oLrq dk uequk ys ldrk gS ysfdu
blds fy, ewY; nsuk gksxk tks fd lkekU; ewY; gksxkA blds lkFk&lkFk og iqLrdksa o fdrkcksa dks
Hkh dCts esa ys ldrk gSA [kk| feykoV fuokj.k fu;e] 1955 ds vuqlkj uewus ysrs le; mldh ek=kk
dk /;ku j[kk tk, tks nw/k ds fy, 220 feyh yhVj ?kh o eD[ku ds fy, 150 xzke Nk¡N o vkVs
ds fy, 125 xzke vkfn ds cjkcj gksuk pkfg,A
(iv) uewus dk fo'ys"k.k ,oa eqdnek% [kk| fujh{kd us tks uewuk fy;k gS og tu fo'ys"kd (Public Analyst)
dks Hkstk tk;sxkA ftldh fu;qfDr dsUnzh; ljdkj ;k izkUrh; ljdkjksa }kjk dh tk;sxhA ;g tu
fo'ys"kd fu/kkZfjr QkeZ ij viuh fjiksVZ nsxkA fjiksVZ izkIr gkus ij ;fn ;g ik;k x;k fd oLrq
feykoVh gS rks mfpr U;k;ky; esa eqdnek nk;j dj fn;k tk;sxkA U;k;ky; }kjk ,sls ekeyksa esa de
m
ls de 6 ekg dh ltk vkSj tqekZuk tks ,d gtkj #i;s ls de ugha gksxk fd;k tk ldrk gSA ysfdu

o
;g ltk rhu o"kZ dh tk ldrh gSA dqN ekeyksa esa de ls de rhu ekg dh ltk ftldks 2 o"kZ rd

.c
Hkh fd;k tk ldrk gS rFkk de ls de 500 #i;s dk tqekZuk fd;k tk ldrk gSA ;fn jkT; ljdkj
}kjk vf/kÑr dj fn;k tk;s rks eqdnesa la{ksi esa Hkh lqus tk ldrs gSaA ,slh fLFkfr esa U;k;k/kh'k dks

a
,d o"kZ rd gh ltk nsus dk vf/kdkj gksxkA
5. ckV ,oa eki eku vf/kfu;e&1976 (Standards of Weights & Measures Act, 1956): ckV ,oa eki eku

m
vf/kfu;e dk mís'; rksy ,oa eki ds eku LFkkfir djuk rFkk rksy] eki o vU; oLrq,a tks rksy] eki ;k
vad ls csph ;k forfjr dh tkrh gS muds vUrjkZT;h; O;kikj ;k okf.kT; dks fu;fer djuk gS ,oa buls
a
lacaf/kr dk;Z djuk gSA bl vf/kfu;e dh eq[; ckrsa fuEufyf[kr gSa%

n
(i) rksy ,oa eki ekuksa dh LFkkiuk% ckV ,oa eki dh izR;sd bdkbZ eSfVªd iz.kkyh ij vk/kkfjr gksxhA blds

y
fy, ehVj] fdyksxzke] ,Eih;j] dsyfcZu vkfn dks dke esa yk;k tk;sxkA

d
(ii) xSj eku okV] eki ;k vad ds iz;ksx rFkk muds cukus ij izfrca/k% xSj eku ds ckV o eku ds iz;ksx
ij izfrca/k yxk fn;k x;k gSA
u
dksbZ Hkh O;fDr fdlh Hkh oLrq ds cspus ds fy, Hkko xSj eku ds ckV ,oa eki esa ugha crk ldrk gS]
t
u Nki ldrk gS] u ds'keheksa] fcy ;k chtd vkfn cuk ldrk gSSA ;fn dksbZ ijEijk] jhfr ;k rjhdk

S ,slk gS ftlesa eku ls de ;k vf/kd oLrq dh ekax dh tkrh gS ;k oLrq dh lqiqnZxh dh tkrh gS rks
bl izdkj dh ekax ;k lqiqnZxh O;FkZ gksxhA
;fn dksbZ O;fDr ckV] eki ;k vad dks cukrk] csprk ;k forfjr djrk gS ;k mudh ejEer djrk
gS rks mldks bl izdkj dh forj.k foØ; ;k ejEer dk fjdkMZ j[kuk gksxkA
(iii) eku midj.kksa dk lR;kiu% izR;sd eku ij izekf.kr gksus dh eqgj yxokuk vko';d gSA ;g eqgj
fu/kkZfjr vf/kdj.k }kjk fu/kkZfjr Qhl ysdj yxk;h tk;sxhA ;fn fdlh eku ij eqgj ugha yxh gS
rks mldk iz;ksx oftZr gSA lHkh iz;ksx esa vkus okys ekiksa o ckVksa ij ,d fuf'pr le; ds ckn eqgj
yxokuk vfuok;Z gSA
(iv) ljdkjh vf/kdkfj;ksa ds vf/kdkj% bl vf/kfu;e ds vUrxZr fu;qDr funs'kd ;k mlds }kjk vf/kÑr
dksbZ Hkh O;fDr fdlh Hkh ,sls LFkku ij mfpr le; esa ?kql ldrk gS rFkk rksy] eki ;k mlls lacaf/
foi.ku i;kZoj.k 57

kr fjdkMZ dks vius dCts esa ys ldrk gS tgka bl vf/kfu;e ds vUrxZr n.Muh; vijk/k eki eku
ds laca/k esa fd;k tk jgk gS ;k fd;s tkus dh laHkkouk gSA ;fn dksbZ vizekf.kr rksy o eki ds ckV
ik;s tk;saxs rks mudks tCr djus dk vf/kdkj dsUnzh; ljdkj dks gSA
(v) n.M% ;fn dksbZ O;fDr fu/kkZfjr eku ds ekiksa o ckVksa dk mi;ksx ugha djrk gS rks mldks izFke vijkèk
ij 6 ekg rd dh ltk ;k ,d gtkj #i;s rd tqekZuk nksuksa fd;s tk ldrs gSaA ysfdu f}rh; o
ckn ds vijk/kksa ij nks o"kZ rd dh ltk o tqekZuk fd;k tk ldrk gSA ¼/kkjk 50½A ;fn dksbZ O;fDr
ckVksa o ekiksa dks cukrs le; eku dk /;ku ugha j[krk gS rks mldks 2 o"kZ rd dh ltk ;k 5,000
#i;s dk tqekZuk nksuksa fd;s tk ldrs gSaA
6. O;kikj ,oa O;kikfjd fpUg vf/kfu;e&1958 (Trade & Merchandise Marks Act, 1958): Hkkjr esa VªsMekdZ
ds iathdj.k ds fy, ,d vf/kfu;e gS ftldks O;kikj ,oa O;kikfjd fpUg vf/kfu;e] 1958 ds uke ls
iqdkjrs gSaA tc dksbZ Hkh fuekZrk viuh oLrq dh igpku dksbZ fpUg ;k uke ;kn j[kus ds fy, dksbZ fpUg]
uke] 'kCn] fMtkbu ;k buds lfEeJ.k ls dksbZ fpUg ;k uke cukdj viuh oLrq ij Nki nsrk gS rks mls
czk.M dgrs gSaA ysfdu tc bl czk.M dk iathdj.k bl vf/kfu;e ds vUrxZr djk fy;k gS rks ogka czk.M
VªsMekdZ gks tkrk gSA blls fuekZrk ;k foØsrk dks ykHk gksrk gSA vc bl izdkj ds VªsMekdZ dh udy dksbZ
vkSj ugha dj ldrk gS vkSj blds iz;ksx dk ,dek=k vf/kdkj iathdj.k djkus okys dks fey tkrk gSA
m
Hkkjr esa bl vf/kfu;e ds vUrxZr VªsMekdZ ds iathdj.k dk dk;Z isVs.V fMtkbal] VªsMekdZ] egkfuns'kd cacbZ
o
ds }kjk fd;k tkrk gS tks bl vf/kfu;e ds vUrxZr VªsMekdZ jftLVªkj dgykrk gSA budh rhu 'kk[kk ,oa

.c
n¶rj dydÙkk] enzkl o ubZ fnYyh esa gSaA
7. iSdsftax oLrq fu;eu vf/kfu;e&1976 (Packagad Commodities Regulation Order, 1976): Hkkjr

a
ljdkj us 18 tqykbZ] 1975 dks Hkkjr lqj{kk vf/kfu;e ds vUrxZr ,d vkns'k tkjh fd;k ftlds vuqlkj
izR;sd iSdst ij oLrq dks iSd djrs le; 'kq) ek=kk] vf/kdre ewY;] cuus dh rkjh[k ,oa fuekZrk dk uke

m
,oa irk gksuk vfuok;Z gSA ;g vkns'k 1 tuojh 1976 ls ykxw fd;k x;kA bl vkns'k dk uke iSdsTM oLrq

a
fu;eu vkns'k] 1975 (Packaged Commodities Regulation Order, 1975) Fkk ysfdu 1 vizSy 1980 ls ;g
vkns'k ckV ,oa eki eku vf/kfu;e] 1976 (Standards of Weights & Measures Act) ds vUrxZr dj fn;k
n
x;k gS ftldk eq[; fooj.k fuEu izdkj gSA

y
1. dksbZ Hkh O;fDr oLrqvksa dks cspus ds fy, iSd ugha djsxk tc rd fd izR;sd iSfdV ij ,d ysfcy

d
fuEu ckrksa ds laca/k esa ugha yxk nsrkA
¼v½ iSfdV ds vUnj oLrq dh igpkuA
u
¼c½ iSfdV esa j[kh gqbZ oLrq dh ek=kk ;k otu ;k ekiA
t
¼l½ rkjh[k ftl fnu iSfdV rS;kj fd;k x;k gS] ekg ,oa o"kZ lfgrA
S ¼n½ iSfdV dk ewY;A
2. dksbZ Hkh O;fDr ,sls iSfdV dks u cspsxk] u forfjr djsxk vkSj u nsxk ftl ij mi;qZDr esa fy[kh gqbZ
ckrsa ugha gSaA
3. iSfdV ;k ysfcy ij tks ewY; fn;k x;k gS mlls vf/kd ewY; ij dksbZ Hkh Mhyj ml oLrq dks ugha
cspsxkA
4. izR;sd iSfdV ij fuekZrk ;k iSd djus okys dk iwjk uke ,oa iwjk irk gksxkA
5. ysfcy ;k iSdst ij tks fooj.k otu] eki ;k uEcj ds ckjs esa fn;k gS og fdlh Hkh izdkj ls 'krZ
lfgr ugha gksxkA
58 foi.ku ds fl)kUr

6. os oLrq,a ftu ij ljdkjh ewY; fu;U=k.k ykxw gS mu ij fu;af=kr ewY; gh fn;s tk;saxsA
7. iSfdV ds ewY; esa LFkkuh; VSDl 'kkfey ugha gksaxsA
8. iSfdV esa oLrq ds otu dh ?kks"k.kk esa mlds iSfdax lkeku dk otu 'kkfey ugha gksxkA
9. ;fn fdlh oLrq dk jSij (Rapper) ;k vk/kku i=k (Container) cspk tkrk gS rks ml jSij ;k
vk/kku i=k ij ;g lwpuk,a nh tk;saxhA
10. ;fn iSfdV ij ldy ek=kk o ewY; fy[kuk vlaHko ;k vO;kogkfjd gks rks iSfdV ds lkFk ,d ysfcy
;k eqgj yxk nh tk; ftl ij ldy ek=kk o ewY; fn;k gksA
ljdkj }kjk tkjh foKfIr ds vuqlkj mi;qZDr vkns'k mu oLrqvksa ij ykxw ugha gksrk gS tks fdlh m|ksx
esa dPps eky eky ds :i esa dke vkrh gS ;k Fkksd iSfdV ds :i esa csph tkrh gS ;k os oLrq,a tks [kkus
ds dke esa vkrh gSaA ;g vkns'k cgqr NksVs iSfdVksa ij Hkh ykxw ugha gksrk gSA chM+h vkSj vxjcÙkh bl vkns'k
dh lhek ls ckgj gSaA ;g vkns'k mu oLrqvksa ij ykxw gksrk gS tks vke turk ds mi;ksx dh oLrq,a gSa tSls
dkWQh] pk;] [kkus dk rsy] ouLifr rsy] lkcqu] fcLdqV] lhes.V] cPpksa dk nwèk] nokbZ;ka] lkSan;Z izlk/ku oLrq,a
vkfnA
bl vkns'k ds tkjh gksus ls miHkksDrk dks dkbZ fo'ks"k ykHk ugha gqvk gSA bldk dkj.k ;g gS fd oLrq ij
m
tks vf/kdre ewY; Mkys x;s gSa nqdkunkj mlls dgha vf/kd ewY; LFkkuh; djksa ds uke ls olwy djrk gSA

o
lkFk gh fuekZrkvksa us bl vkns'k dks ykxw gksus ds le; tks ewY; Fks mlls dgha vf/kdre ewY; fu/kkZfjr

.c
dj fn;s gSaA bl izdkj ;g vkns'k turk ds fy, vf/kd ykHkdkjh ugha gks jgk gS ;|fi de otu ;k eki
dh f'kdk;rksa esa vo'; deh gqbZ gSA

a
lkoZtfud forj.k iz.kkyh
(Public Distribution System)

m
lkoZtfud forj.k iz.kkyh ls vFkZ ml iz.kkyh ls gS ftlesa miHkksDrk oLrqvksa dks lkoZtfud :i ls bl izdkj forfjr

a
fd;k tkrk gS fd os lHkh miHkksDrkvksa dks fu/kkZfjr ewY;ksa ij mfpr ek=kk esa izkIr gks ldsA bl iz.kkyh esa ljdkjh lg;ksx

n
vko';d gksrk gS rFkk ljdkj }kjk fu/kkZfjr e/;LFk foØsrk ,slh oLrqvksa dk foØ; djrs gSaA bl izdkj dh iz.kkyh esa
e/;LFk foØsrk ds ykHk dh ek=kk fuf'pr gksrh gSA oLrqvksa ds foØ; ewY; Hkh fuf'pr gksrs gSa ftuls de ;k vf/kd oLrq
y
dh fcØh ugha dh tk ldrh gSA izR;sd e/;LFk foØsrk dks foØsrk dks fcØh dk iwjk fglkc&fdrkc j[kuk iM+rk gS ftldh

d
le;&le; ij tkap ljdkjh vf/kdkjh djrs jgrs gSaA ;fn e/;LFk foØsrk }kjk dksbZ vfu;ferrk dh tkrh gS rks mlds
fo#) vuq'kklukRed dk;Zokgh dh tkrh gS ftlesa mldh nqdku jí dh tk ldrh gSA mldh tek flD;ksfjVh tCr dh
u
tk ldrh gSA rFkk xEHkhj vijk/k esa ns'k ds lkekU; fu;eksa ds vuqlkj n.M Hkh fnyk;k tk ldrk gSA

t
Hkkjr esa lkoZtfud forj.k iz.kkyh

S
f}rh; fo'o ;q) ds vkjEHk gksus ds le; rd miHkksDrk oLrqvksa dk forj.k Hkkjr esa lk/kkj.k O;kikfjd lzksrksa&Fkksd] QwVdj
fcØh vkfn }kjk larks"ktud :i ls gks jgk Fkk ysfdu ;q) ds dky esa fo'ks"k deh [kk|ku] oL=k] phuh rFkk dkxt vkfn
dh vuqHko gqbZA bUgha ifjfLFkfr;ksa eas jk'ku O;oLFkk izkjEHk gqbZA xsgwa] pkoy] phuh vkfn inkFkZ ,d lhfer ek=kk esa ljdkj
}kjk LFkkfir dh x;h jk'ku dh nqdkuksa ij jk'ku dkMkZsa ij feyus yxsA [kkus dh oLrqvksa dh deh ds lkFk&lkFk diM+s
dh deh Hkh gks x;hA blds fy, Hkh diM+s dh nqdkusa eqgYys ds fglkc ls fuf'pr ewY; ij ,d fuf'pr ek=kk esa diM+k
fey ldrk FkkA dkxt dh Hkh cgqr Hkkjh deh gks x;h FkhA fo|kfFkZ;ksa dks dkfi;ka [kjhnus ds fy, vkKk i=k ¼ijfeV½
feyrs Fks ftuds vk/kkj ij ,d fuf'pr ewY; ij dkxt dh dkfi;ka feyrh FkhaA
;q) lekIr gksus ds i'pkr~ Hkkjr essa Loraa=k jkT; dh LFkkiuk gqbZ okLro esa ;gha ls ewY; dh o`f) vkSj eqnzk&LQhfr dk
bfrgkl vkjaHk gksrk gSA ,slh ifjfLFkfr;ka mRié gks x;ha ftuesa fucZy oxZ ds yksxksa dks muds thou fuokZg dh oLrqvksa
dk feyuk dfBu gks x;kA bl uohu ifjfLFkfr esa jk'ku iz.kkyh LFkk;h lh cu x;hA [kk|kuksa dh deh yxkrkj pyrh
foi.ku i;kZoj.k 59

vk;h vkSj cM+h ek=kk esa [kk|ku vk;kr djds fuf'pr ewY;ksa ij cM+s uxjksa esa jk'ku dh nqdkuksa ls detksj oxkZsa ds yksxksa
dks ckaVus dk izcU/k djuk iM+kA
blh chp esa le;&le; ij fdlh&fdlh oLrq dh deh gksrh vk;h gS vkSj mlds mfpr ewY; vkSj mfpr ek=kk esa forj.k
dk izcU/k dqN fo'ks"k nqdkuksa ij djuk iM+k gSA dqN le; feêh dk rsy feyuk dfBu gks x;k rks bldh fcØh dk
izcU/k Hkh jk'ku dh nqdkuksa ij djuk iM+kA dHkh ouLifr ?kh vkSj dHkh ljlksa ds rsy dh deh gks x;h rks bu oLrqvksa
ds fu/kkZfjr ewY; ij fcØh dk izcU/k Hkh jk'ku dh nqdkuksa rFkk dqN vU; nqdkuksa ij djuk iM+kA
orZeku lkoZtfud forj.k iz.kkyh dh fo'ks"krk;sa
(Characteristics of the Present Public Distribution System)
Hkkjr esa orZeku lkoZtfud forj.k iz.kkyh dh eq[; fo'ks"krk;sa bl izdkj gSa%
(i) mfpr ewY; ;k jk'ku dh nqdkusa (Fair Price or Ration Shops): lkjs ns'k esa [kk|kuksa dks mfpr ewY; ij cspus
okyh jk'ku dh nqdkusa gSaA budh la[;k yxHkx pkj yk[k gSA bu nqdkuksa ij xsgwa] xsgwa ls cuh gqbZ oLrq,a&vkVk]
eSnk] lwth] pkoy rFkk phuh ljdkj }kjk fu/kkZfjr ewY;ksa ij miHkksDrkvksa dks jk'ku dkMZ ds vk/kkj ij ,d
fuf'pr ek=kk esa csph tkrh gSA bu nqdkuksa dks mfpr ewY; dh nqdkusa (Fair Price Shops) Hkh dgk tk ldrk gSA
bUgha nqdkuksa ij vko';drkuqlkj dHkh&dHkh ouLifr] ljlksa dk rsy] rFkk feêh dk rsy Hkh miyC/k dj fn;k
tkrk gSA m
(ii)
o
lgdkjh miHkksDrk Hk.Mkj (Consumer's Cooperative Stores): lgdkjh miHkksDrk Hk.Mkj Hkh lkoZtfud

.c
forj.k iz.kkyh dk ,d vax gSA bu Hk.Mkjksa esa miHkksDrkvksa dh vko';drk dh oLrqvksa ds lkFk&lkFk d.Vªksy
dh oLrqvksa dh Hkh fcØh dk izcU/k gksrk gSA bl le; 585 dsUnzh; miHkksDrk Hk.Mkj] mudh 4,310 'kk[kk,a] 15,980

a
izkFkfed miHkksDrk lgdkjh lfefr;ka] 21 jkT;Lrjh; miHkksDrk QSMjs'ku dk;Z dj jgs gSa] ftUgksaus 1983-84 esa
1338 djksM+ #i;s ds ewY; dh fcØh dh gSA
(iii)
m
fu;af=kr diM+s dh fcØh dh nqdkusa (Shops for the Sale of Controlled Cloth): lLrs diM+s dh nqdkuksa dh

a
la[;k mruh vf/kd ugha gS fdUrq fQj Hkh ;g nqdkusa ns'k ds lHkh Hkkxksa esa gSaA bu nqdkuksa ij ljdkj dh lLrs
diM+s dh ;kstuk ds varxZr cuk gqvk diM+k jk'ku dkMkZsa ds vk/kkj ij cspk tkrk gSA
(iv) n
lkW¶V dksd fMiks (Soft Coke Depots): miHkksDrkvkssa dks mfpr ewY; ij lkW¶V dksd cspus ds fy, ljdkj }kjk

y
ekU;rk izkIr dks;ys ds fMiks lc cM+s uxjksa esa dke dj jgs gSa ftudh la[;k 2.45 yk[k gSA bu nqdkuksa dh lgk;rk

d
ls bZa/ku dh leL;k lqy>kus esa lqfo/kk gksrh gSA
lqij cktkj (Super Bazar): lqij cktkjksa dh LFkkiuk fnYyh tSls cM+s&cM+s uxjksa esa gks x;h gSA bu Hk.Mkjksa
u
(v)
esa rks lk/kkj.k miHkksx dh lHkh oLrq,a miyC/k gksrh gSaA bl le; ;s Hk.Mkj 125 ds yxHkx gSaA ;gka dqN jk'ku
t
dh oLrqvksa tSls] diM+k] phuh] [kk|ku vkfn dk foØ; Hkh gksrk gSA

S
feêh ds rsy ds foØsrk (Kerosene Oil Retail Shops)
bl le; feêh dk rsy fu;af=kr oLrqvksa ds varxZr vkrk gS ftldh fcØh ds fy, yxHkx rhu yk[k foØsrk gSa tks ljdkj
}kjk fu/kkZfjr ewY; ij feêh ds rsy dk foØ; djrs gSaA
lkoZtfud forj.k iz.kkyh esa dfBukbZ;ka
(Problems of Public Distribution System)
(i) uxjksa rd lhfer& bl le; tks lkoZtfud forj.k iz.kkyh dke dj jgh gS bldk foLrkj lk/kkj.kr;k uxjksa
rd gh lhfer gSA xzkeh.k {ks=kksa esa jk'ku dh nqdkusa ugha gSaA bu {ks=kksa esa nqdkuksa dks igqapkus esa dfBukbZ;ka Hkh gSaA
cM+s uxjksa esa iwfrZ ds fy, ljdkjh Hk.Mkj ekStwn gSaA bu Hk.Mkjksa ls xzkeh.k {ks=kksa ds nqdkuksa dh iwfrZ djuk ljy
dke ugha gSA
60 foi.ku ds fl)kUr

(ii) xzkeh.k {ks=kksa ds fy, fu/kkZfjr oLrqvksa dk xkaoksa esa forj.k u gksuk& nwljs] xzkeh.k {ks=kksa ds fudV tks dLcs gSa
muesa [kqys cktkj esa [kk|ku lk/kkj.kr;k feyrs gh jgrs gSa ;|fi muds fy, dbZ ckj vf/kd ewY; nsuk iM+rk
gSA ns'k ds dbZ fgLlksa eas tgka ljdkj us fudV ds uxjksa ls phuh dk dksVk fnyokus dk izcU/k dj j[kk gS] ogka
fLFkfr cM+h fofp=k gSA ftu yksxksa ds uke xkao dk dksVk gS os 'kk;n gh dHkh phuh dLcs ls xkao esa ys tkdj ckaVrs
gSaA vf/kdrj ,slk gksrk gS fd os yksx vf/kd ewY; ij phuh 'kgj esa csp tkrs gSaA [kjhn vkSj fcØh ds ewY; dk
vUrj mudk ykHk cu tkrk gSA
(iii) vU; oLrqvksa dks csps tkus dh vuqefr u gksuk& mfpr ewY;ksa dh nqdkuksa ls fcduh okyh oLrqvksa dh la[;k esa
vkSj vf/kd oLrqvksa dks bPNkuqlkj tksM+ nsuk ljy dk;Z ugha gSA bu nqdkuksa ij fcdus okyh oLrqvksa dks ljdkj
dks LVkWd esa j[kus dh vko';drk gksrh gSa fcuk LVkWd j[ks 'kklu iz.kkyh ugha pyk;h tk ldrh gSA
(iv) iwfrZ de gksus ij ncko c<+ tkuk& jk'ku dh nqdkuksa ds dke djus esa vkSj Hkh dqN ck/kk,a gSaA ftl le; [kk|ku
dh iwfrZ de gksrh gS rks bu nqdkuksa ij dkMZ okyksa dk ncko cgqr cM+ tkrk gS vkSj lkeku nsus esa ?kaVksa yx tkrs
gSaA fdUrq tc [kqys cktkj ls viuh vko';drkvksa dh iwfrZ djus yxrs gSa vkSj dHkh&dHkh rks jk'ku dh nqdkuksa
ij phuh dks NksM+dj vkSj fdlh oLrq dh fcØh ugha jgrhA bu nqdkuksa dks viuk [kpZ fudkyuk eqf'dy iM+ tkrk
gSA
m
fdLe dk pquko djus esa dfBukbZ& tc [kqys cktkj esa oLrq,a feyrh gSa rks yksx [kqys cktkj dks gh ilan djrs
o
(v)
gSaA jk'ku dh nqdkuksa ls ugha [kjhnuk pkgrs D;ksafd [kqys cktkj esa oLrq dh fdLe dk pquko djus dk volj

.c
izkIr gS tks jk'ku dh nqdku ij ugha gSA
[kqys cktkj esa dk;Z dj jgs O;fDr;ksa dk lekos'k& bu ckrksa dks /;ku esa j[krs gq, lkoZtfud forj.k iz.kkyh
a
(vi)
dks foLr`r cukus ds fy, bl ckr ij fopkj djuk Hkh ijeko';d gS fd [kqys cktkj esa dke djus okys [kqnjk

m
nqdkunkjksa dks fdl izdkj bl iz.kkyh esa lfEefyr dj fy;k tk; rkfd tks yksx jkstxkj esa yxs gSa og yxs jgsa
vkSj iz.kkyh Hkh LFkk;h cu tk;s vkSj oLrq,a lqfo/kkvksa ds lkFk miHkksDrk ds fuokl LFkku ds fudV gh fey tk;sa
vkSj le; Hkh vf/kd u"V u gksA a
lkoZtfud forj.k iz.kkyh dh vkykspuk
n
(Criticism of Public Distribution System)
y
d
lkoZtfud forj.k iz.kkyh vPNh gS ysfdu Hkkjr tSls ns'k esa blds lQy gksus esa vk'kadk gSA vr% bldh vkykspuk fuEu
vk/kkjksa ij dh tkrh gS%
uh;dj.k& lkoZtfud forj.k iz.kkyh ,d izdkj ls leLr [kqnjk O;kikj dk ljdkjhdj.k
(i)
th;Ñr laLFkkvksa dk vuqHko lq[kn ugha gSA vr% ;g iz.kkyh Hkh ykHkizn :i ls py lds blesa
[kqnjk O;kikj dk jk"Vª

lansg gSAS
gSA Hkkjr esa jk"Vª

(ii) vQlj'kkgh& ljdkjh ra=k esa vQlj'kkgh vf/kd pyrh gSA blfy, ,slk ra=k ges'kk vR;f/kd [kphZyk cu tkrk
gSA mu vQljksa dk osru Hkh forfjr oLrqvksa dh ykxr esa 'kkfey fd;k tk;sxk blfy, ^^mfpr nj ij uke** jgrs
gq, Hkh miHkksDrk dks oLrq ^^vuqfpr nj** ij gh feysxhA
(iii) ljdkjh ra=k esa Hkz"Vrk& Hkz"Vrk esa ftruh f'kdk;rsa O;kikfj;ksa ds laca/k esa dh tkrh gSa os gh lc f'kdk;rsa ljdkjh
ra=k ds nqdkunkjksa ls ugha iui ldsxhA vHkh rd bldk dksbZ izek.k ugha feyk gSA ftu oLrqvksa dk mRiknu de
gksrk gS os dkys cktkj esa igqap tkrh gSaA vDlj ;g ns[kk tkrk gS fd tks oLrq,a nqyHkZ gks tkrh gSa os lqij cktkj
;k mfpr nj dh nqdkuksa ij Hkh ugha fey ikrh gSaA
foi.ku i;kZoj.k 61

fu;kZr lao)Zu
(Export Promotion)
fu;kZr lao)Zu dk vFkZ
(Meaning of Sales Promotion)
^^fu;kZr lao)Zu ls vFkZ fu;kZr izksRlkgu ls yxk;k tkrk gS ftlesa fu;kZr o`f) ds fy, iqjkus fu;kZrdrkZvksa dks rFkk uohu
dk;ZdrkZvksa dks fu;kZr djus ds fy, izksRlkfgr fd;k tkrk gSA** (i) buds fy, mUgsa uxn lgk;rk nh tkrh gSA (ii) cSadksa
ls _.k iznku fd;s tkrs gSaA (iii) dqN iwathxr ,oa vU; vko';d e'khuksa o dPps eky dks fu;kZr ds cnys esa vk;kr djus
dh vuqefr nh tkrh gSA (iv) fu;kZr ds fy, Hksts tkus okys eky o jsy HkkM+s o lkeqfnzd HkkM+s esa NwV nh tkrh gSA (v)
fu;kZr djus okyh laLFkkvksa dks vk;&dj esa NwV ns nh tkrh gSaA
Hkkjr esa fu;kZr lao)Zu dh vko';drk
(Need for Export Promotion in India)
Hkkjr esa fu;kZr lao)Zu dh vko';drk fuEu dkj.kksa ls vf/kd gSA
(i) izfrdwy O;kikj larqyu dks de djus ds fy, (To lessen imbalance in Balance of Trade): Lora=krk izkfIr
m
ds i'pkr~ Hkkjr dk O;kikj nks o"kkZsa dks NksM+dj 'ks"k lHkh o"kks± esa izfrdwy (unfavourable) jgk gSA vr% vlarqfyr
O;kikj dks larqfyr djus ds fy, fu;kZr lao)Zu dh vko';drk gSA
o
.c
(ii) fons'kh _.k Hkkj dks de djus ds fy, (To lessen the burden of foreign debt): vlarqfyr fons'kh O;kikj
,oa vkfFkZd ;kstukvksa ds ncko us Hkkjr ljdkj ds fy, vko';d dj fn;k fd og fons'kh ljdkjksa o varjkZ"Vªh;

a
laLFkkuksa ls _.k ysA ;g Øe o"kkZsa pyus ds mijkUr fons'kh _.kksa dh ek=kk fnuksa&fnu c<+rh pyh x;h gSA bu
_.kksa dh okilh o C;kt vkfn ds Hkqxrku ds fy, vko';d gS fd fu;kZr lao)Zu dh uhfr viuk;h tk;sA
(iii)
m
fodkl ;kstukvksa dh lQyrkvksa ds fy, (For the success of Development Plans): fu;kZr o`f) ds

a
QyLo:i gh fodkl ;kstukvksa ds fy, vko';d e'khujh o lkt&lTtk vk;kr dh tk ldrh gSA vr% fu;kZr
lao)Zu vko';d gSA
(iv)
n
uohu oLrqvksa ds fu;kZr ds fy, (For the Export of New Products): vkfFkZd ;kstukvksa ds varxZr ns'k ds

y
vusd u;s&u;s dkj[kkus LFkkfir gq, gSaA tks ns'k dh vkUrfjd vko';drkvksa dh iwfrZ ds ckn fu;kZr djus esa leFkZ

d
gks ldsaxsA vr% ;g mfpr gh gS fd uohu oLrqvksa ls fu;kZr ds fy, dksbZ izksRlkgu dk;ZØe viuk;k tk;sA
LokoyEch vFkZO;oLFkk cukus ds fy, (For the Development of Self Sufficient Economy): ns'k dks fons'kh
u
(v)
_.kksa ds Hkkj ls eqfDr fnykus ,oa vkRefuHkZj cukus ds fy, ;g vko';d gS fd fu;kZr c<+k;s tk;saA
fu;kZr o`f) ds fy, t ljdkj }kjk viuk;s x;s mik;
S
(Measures taken by Govt. to increase Exports)
Lora=krk izkfIr ds ckn ls gh Hkkjr ljdkj us bl laca/k esa iz;kl fd;s gSa rFkk vusd lfefr;ka fcBk;h gSa tSls&xksjsokyk
lfefr 1949. fMlwtk lfefr 1957] eqnkfy;j lfefr 1961, V.Mu lfefr 1970 rFkk vySDts.Mj lfefr 1977A bu
lfefr;ksa dh flQkfj'kksa ds QyLo:i fu;kZr o`f) ds fy, Hkkjr ljdkj us fuEu iz;kl fd;s gSaA
1. O;kikj cksMZ (Board of Trade): ns'k ds fons'kh O;kikj ls lacaf/kr leL;kvkas ,oa uhfr;ksa dh leh{kk djus ,oa
viuh lykg dsUnzh; ljdkj dks nsus ds fy, 1962 esa O;kikj cksMZ dh LFkkiuk dh x;h gSA
2. fu;kZr lao)Zu ifj"knsa (Export Promotion Councils): fu;kZr O;kikj esa mi;kstukvksa] mRikndksa ,oa fu;kZrdksa
ds lg;ksx dks izkIr djus ds fy, fu;kZr ifj"knsa LFkkfir dh x;h gSaA ;g ifj"knsa mRikndksa dks fu;kZr o`f) ds
fy, lykg nsrh gSaA vktdy bl izdkj dh 19 ifj"knsa gSa tks vyx&vyx oLrqvksa ds fy, gSa tSls& dktw] lwrh
oL=k] js'ke] jklk;fud inkFkZ] [ksy dk lkeku] ekeys] rEckdw] peM+k vkfnA
62 foi.ku ds fl)kUr

3. oLrq e.My (Commodity Boards): ljdkj us dqN oLrqvksa ds fy, vyx&vyx oS/kkfud fuxe LFkkfir fd;s
gSa ftudk dk;Z viuh&viuh oLrq ds mRiknu fodkl ,oa fu;kZr ds fy, dk;Z djuk gSA ;g oLrq gSa&pk;] dkWQh]
byk;ph] jcj o rEckdwA
4. Hkkjrh; fons'kh O;kikj laLFkku (Indian Institute of Foreign Trade): u;h fnYyh esa 1964 esa Hkkjrh; fons'kh
O;kikj laLFkku ds uke ls ,d laLFkk LFkkfir gks x;h gS ftldk eq[; dk;Z fons'kh O;kikj ds fy, dk;ZdrkZvksa
dks izf'k{k.k nsuk o fons'kh O;kikj ds laca/k esa cktkj loZs{k.k ,oa vuqla/kku djuk gSA
5. fu;kZr fujh{k.k ifj"kn (Export Inspection Council): fu;kZr ¼fdLe fu;a=k.k ,oa fujh{k.k vf/kfu;e½] 1963
ds vUrxZr] fu;kZr fujh{k.k ifj"kn cuk;h x;h gSA bldk dk;Z fu;kZr ds fy, eky yknus ls iwoZ oLrqvksa dk
fujh{k.k djuk gS ftlls fd DokfyVh dh oLrq,a gh fu;kZr gks ldsaA
6. O;kikj fodkl laLFkku (Trade Development Authority): bl laLFkku dh LFkkiuk 18 Qjojh] 1971 esa gqbZ
gSA bldk dk;Z NksVs ,oa e/;e vkdkj okyh laLFkkvksa ds lkgfl;ksa dks fu;kZr ds fy, izzsfjr djuk rFkk mudks
bl dk;Z ds fy, vko';d lgk;rk iznku djuk gSA
7. fu;kZr lk[k ,oa xkj.Vh fuxe (Export Credit and Guarantee Corporation): ;g fuxe 1964 esa LFkkfir
fd;k x;k gSA bldk dk;Z fu;kZr laca/kh tksf[ke dk chek djuk ,oa fu;kZrdrkZvksa dks bl laca/k esa vkfFkZd lk[k

m
dh lqfo/kk,a nsuk gSA

o
8. Hkkjrh; O;kikj esyk ,oa izn'kZuh ifj"kn rFkk okf.kT;d izpkj funs'kky; (Indian Council for Trade
Fair & Exhibitions and Directorate of Commercial Publicity): ifj"kn ,d LFkk;h laLFkk gS ftldk dk;Z

.c
ns'k o fons'k esa fu;kZr lao)Zu ds mís'; ls fons'kksa esa vkS|ksfxd ,oa O;kikfjd esys ,oa izn'kZfu;ka vk;ksftr djuk
gS ftlls ogka dh turk Hkkjrh; oLrqvksa ds ckjs esa tku ldsA Hkkjr ljdkj dk okf.kfT;d izpkj funs'kky;

a
Hkh blesa lgk;rk djrk gS vkSj ,d iwjd laLFkk dk ikVZ vnk djrk gSA blds }kjk fons'kksa esa vk;ksftr vU;
izn'kZfu;ksa esa Hkkjrh; e.Mi yxrk gS ftlesa Hkkjrh; oLrqvksa dk izn'kZu fd;k tkrk gSA vc ;g dk;Z Hkkjrh;
m
O;kikj esyk izkf/kdj.k (Trade Fair Authority of India) ns[krk gSA
9.
a
fu;kZr x`g (Export House): 1 tqykbZ] 1968 ls ljdkj ds }kjk mu izeq[k laLFkkvksa dks ekU;rk iznku dh tkrh

n
gS tks fu;kZr esa vxz.kh gSaA bu ekU;rk izkIr laLFkkvksa dks foi.ku fodkl fuf/k ls ljdkj }kjk mudh vusd
fØ;kvksa ds fy, vkfFkZd lgk;rk iznku dh tkrh gSA
10.
y
'kr izfr'kr fu;kZrksUeq[k bdkb;ksa dh lqfo/kk (Hundred Percent Export-Oriented Units): tuojh 1981

d
ls ljdkj us 'kr&izfr'kr fu;kZr djus okyh laLFkkvksa dks c<+kok nsus ds fy, ,d ;kstuk ykxw dh gS ftlds

u
vUrxZr bu bdkbZ;ksa dks fu;kZr djus ds fy, lHkh izeq[k laHko lqfo/kk,a nh tkrh gSaA

t
11. Hkkjrh; iSdsftax laLFkku (Indian Institute of Packaging): ;g laLFkku 1966 esa cEcbZ esa LFkkfir fd;k x;k
gSA bldk dk;Z fu;kZr ,oa vkUrfjd lkeku ds iSdsftax dk v/;;u dj méfr ds lq>ko nsuk gSA blds fy,

12.
S
izf'k{k.k izksxzke o fopkjxks"Bh vkfn dh O;oLFkk blds }kjk dh tkrh gSA
Hkkjrh; iapk;r ifj"kn (Indian Council of Arbitration): Hkkjrh; iapk;r ifj"kn~ 1965 esa LFkkfir dh x;h
gS ftldk dk;Z O;kikfjd fooknksa fo'ks"k :i ls fons'kh O;kikj laca/kh fooknksa dks fuiVkuk gSA
13. leqnzh oLrq fu;kZr fodkl laLFkk (Marine Products Export Development Authority): 1972 esa dksphu esa
leqnzh oLrq fu;kZr fodkl laLFkku LFkkfir dh x;h ftldk dk;Z leqnzh oLrq m|ksx dk fodkl] fu;kZrksa dh n`f"V
ls fo'ks"k :i ls djuk gSA
14. fu;kZr izfØ;u {ks=k (Export Processing Zone): cEcbZ esa lkUrkØqt] dk.Myk] dksphu] enzkl] QkYVk o uks,Mk
esa fu;kZr izfØ;u {ks=k LFkkfir fd;s x;s gSaA ftu bdkbZ;ksa dks izos'k fn;k tkrk gS mUgsa viuk 'kr&izfr'kr mRiknu
fu;kZr djuk vfuok;Z gksrk gSA
foi.ku i;kZoj.k 63

15. Hkkjrh; jkT; O;kikj fuxe (State Trading Corporation of India): Hkkjrh; jkT; O;kikj fuxe dh LFkkiuk
ebZ 1956 esa gqbZ gSA bldh LFkkiuk dk mís'; mu oLrqvksa ,oa inkFkkZsa esa vk;kr ,oa fu;kZr djuk gS ftudks fuxe
fuf'pr djsaA Hkkjrh; jkT; O;kikj fuxe ds dk;kZsa esa lgk;rk iznku djus ds fy, ikap fuxe vkSj xfBr fd;s
x;s gSaA (1) ifj;kstuk ,oa miLdj fuxe] (2) gLrf'kYi rFkk gLrdj?kk fu;kZr fuxe] (3) Hkkjrh; dktw fuxe]
o (4) jkT; jlk;u ,oa Hks"kt fuxe] (5) Hkkjrh; pk; O;kikj fuxeA blds vfrfjDr [kfut inkFkkZsa ds rFkk
/kkrqvksa ds fy, ^^[kfut ,oa /kkrq O;kikj fuxe** (Mines & Minerals Trading Corporation) dh LFkkiuk dh xbZ
gSA
16. O;kikfjd le>kSrs (Trade Agreements): Hkkjr us cgqr ls ns'kksa ls f}i{kh; o cgqi{kh; O;kikfjd le>kSrs fd;s
gSa ftuds QyLo:i fu;kZrksa esa o`f) gqbZ gSA
17. O;kikfjd izfrfuf/k (Trade Representative): Hkkjr ljdkj us fu;kZrksa esa o`f) djus ds mís'; ls vius 50 ls
Hkh vf/kd nwrkoklksa dk;kZy;ksa esa O;kikfjd izfrfuf/k;ksa dh fu;qfDr dh gSA bu izfrfuf/k;ksa dk dk;Z mu ns'kksa esa
loZs{k.k dj bl ckr dk irk yxkuk gS fd ogka Hkkjr dh fdu oLrqvksa dh ekax gks ldrh gSA
18. fu;kZr dks izkFkfed {ks=k ds :i esa ekU;rk (Export Trade Recognised as a Priority Sector): fu;kZr djus
okyh laLFkkvksa dks izkFkfedrk ds vk/kkj ij ljdkj o fjtoZ cSad }kjk lk[k lqfo/kk,a miyC/k dh tkrh gSA muls
de nj ij C;kt yh tkrh gSA cSad ynku ls iwoZ o ynku ds ckn (Pre-Shipment & Post Shipment) nksuksa ij
m
vfxze iznku djrh gSA fjtoZ cSad bl izdkj ds vfxze o _.kksa ij iqufoZr lqfo/kk,a iznku djrh gSA
19.
o
fu;kZr vk;kr cSad (Export-Import Bank): 1 tuojh] 1982 dks fu;kZr vk;kr cSad dh LFkkiuk dh x;h gS

.c
ftldk dk;Z fons'kh O;kikj esa foÙkh; lqfo/kk,a iznku djuk gSA
20. foi.ku fodkl fuf/k (Marketing Development Fund): Hkkjr ljdkj us tqykbZ 1963 esa foi.ku fodkl

a
fuf/k dh LFkkiuk dh gSA bl fuf/k esa ls mu Hkkjrh; mRikndksa o fuekZrkvksa dks foÙkh; lgk;rk iznku dh tkrh
gS tks fons'kksa esa Hkkjrh; oLrqvksa ds fu;kZr ds fy, iz;Ru djrs gSaA
21. m
vU; mik; (Other Methods): fu;kZr o`f) ds fy, dbZ mik; fd;s x;s gSa tSls& (i) fu;kZr izfØ;k dks ljy

a
cukuk] (ii) fu;kZr dh tkus okyh oLrqvksa ds fy, vk;krksa ij de vk;kr 'kqYd yxkuk ;k fcYdqy u yxkkuk]

n
(iii) dqN oLrqvksa ds fy, fu;kZr ykblsal vko';d u gksuk] (iv) fu;kZr ds fy, uxn lgk;rk nsuk] vkfnA
fu;kZr o`f) ds fy, lq>ko
(Suggestions for Export Promotion) y
d
Hkkjr ds fu;kZr O;kikj esa vkSj o`f) ykus ds fy, fuEufyf[kr lq>ko fn;s tkrs gSa%
(1)
u
fu;kZr foi.ku vuqla/kku (Export Marketing Research): Hkkjr ljdkj] O;kikfjd la?kksa o Hkkjrh; fons'kh

t
O;kikj laLFkku vkfn dks foi.ku vuqla/kku djkuk pkfg, vkSj bl ckr dk irk yxkuk pkfg, fd fons'kksa esa

S
fdu&fdu oLrqvksa dh ekax gS ftlls fd ml izdkj dh oLrqvksa dk mRiknu dj fu;kZr fd;k tk ldsA
(2) vf/kd ,oa izHkko izpkj (More and Effective Publicity): Hkkjr ljdkj o O;kikfj;ksa dks fons'kksa esa Hkkjrh;
oLrqvksa dk foKkiu ,oa izpkj djuk pkfg, ftlls fd ogka ij mRikn dh ekax mRié gks lds vkSj mldks iwjk
dj fu;kZrkssa dks c<+k;k tk ldsA
(3) fu;kZr mRiknksa dh fdLe ,oa fMtkbuksa esa lq/kkj (Improveemnt in Quality & Design of Export
Products): fons'kksa esa izfrLi)kZ ls eqdkcyk djus ds fy, Hkkjrh; fuekZrkvksa dks viuh&viuh oLrqvksa dh fdLesa
o fMtkbuksa esa lq/kkj djuk pkfg, rFkk fdLe fu;a=k.k ij fo'ks"k vka[k j[kuh pkfg, ftlls fd fonsf'k;ksa dks
viuh vk'kkvksa ds vuq:i oLrq fey ldsA blls fu;kZr o`f) dks lgk;rk feysxhA
(4) oLrqvksa dh ykxr esa deh (Reduction in Costs): fuekZrkvksa dks oLrqvksa dh ykxrksa esa deh djuh pkfg, ftlls
fd oLrq,a vUrjkZ"Vªh; ykxrksa ij rS;kj gks ldsa vkSj izfr;ksfxrk esa lQyrk izkIr dj ldsaA
64 foi.ku ds fl)kUr

(5) fu;kZr izksRlkgu izsj.kk,a (Incentives to Export Promotion): Hkkjr ljdkj dks fu;kZr izksRlkgu ds fy, vkSj
vf/kd izsj.kk nsuh pkfg,A blds fy, (1) lgk;rk (2) vk;kr vf/kdkj tSls dkjxj gfFk;kjksa dk vf/kdkf/kd
mi;ksx fd;k tk ldrk gSA lgk;rk ls vFkZ fu;kZr dh jde dk ,d fuf'pr izfr'kr fu;kZrdrkZ dks udn nsus
ls gSA vk;kr vf/kdkj esa fu;kZrdrkZ dks mlds }kjk vftZr fons'kh eqnzk dh ek=kk dk ,d fuf'pr izfr'kr ds ewY;
dh oLrqvkas ds vk;kr ds fy, vuqefr ns nh tkrh gSA
(6) foÙkh; o vU; lqfo/kk,a (Financial & Other Facilities): ;|fi fu;kZr djus okys m|ksxksa dks fjtoZ cSad o
vU; foÙkh; laLFkkvksa }kjk foÙkh; lgk;rk nh tk jgh gS ysfdu fQj Hkh blesa xfr ykus dh vko';drk gSA blds
vfrfjDr bu m|ksxksa dks dPpk eky o fctyh vkfn dks Hkh izkFkfedrk ds vk/kkj ij miyC/k djk;k tkuk pkfg,
ftlls fd os vo#) mRFkku dj ldsa vkSj fu;kZr o`f) esa viuk iw.kZ ;ksx ns ldsaA
(7) O;kikfjd le>kSrs (Trade Agreements): ftu ns'kksa us fons'kh eky ds vk;kr ij izfrcU/k yxk j[ks gSa mu ns'kksa
ls Hkkjr dks f}i{kh; o cgqi{kh; le>kSrs djus pkfg, ftlls fd Hkkjrh; eky ogka izos'k dj lds vkSj dqy
fu;kZr c<+ ldsA

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Øsrk O;ogkj 65

v/;k;&5
Øsrk O;ogkj
(Consumer Behaviour)
ifjp;
(Introduciton)
Øsrk dk vFkZ oLrq ds Ø; djus okys ls gSA ;g Øsrk nks izdkj ds gksrs gSa & ,d rks os tks oLrqvksa dks dPps eky ds :i
esa Ø; djrs gSa( tSls dkj[kkus ds ekfyd }kjk oLrq cukus ds fy, oLrqvksa dks Ø; djuk] nwljs os tks oLrqvksa dks Lo;a

m
miHkksDrk ds fy, Ø; djrs gS ;gka Øsrk dk vFkZ mu miHkksDrkvksa ls gS tks oLrqvksa dks Lo;a miHkksx ds fy, Ø; djrs
gSaA foi.ku esa miHkksDrk dh Hkwfedk dk cgqr cM+k egRo gSA blh dkj.k vkt foi.ku miHkksDrk mUeq[kh (Consumer
o
Oriented) gS vkSj miHkksDrk dks (The Consumer is King) jktk ekuk tkrk gSA foi.ku dh izR;sd fØ;k esa miHkksDrk

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dk viuk egRoiw.kZ LFkku gSA miHkksDrk foi.ku fØ;kvksa dk dsUnz fcUnw gSA xzkgdksa ls lgh rFkk bfPNr ifj.kkeksa dks izkIr
djus ds mís'; ls mfpr foi.ku feJ.k iznku djuk gh foi.ku jhfr uhfr (Marketing Strategy) dk vfUre mís'; gS

a
Øsrk O;ogkj dk v/;;u foi.ku ;kstuk rFkk uhfr dk vk/kkj gksrk gS vr% Øsrk O;ogkj dk v/;;u vR;ar vfuok;Z gSA

Øsrk O;ogkj dk vFkZ

m
(Meaning of Consumer Behaviour)
a
^O;ogkj* fof'k"V ^vkpj.k* vFkok ^rjhds* dk |ksrd gSA bl n`f"V ls oLrqvksa ,oa lsokvksa dh [kjhn ds le; tks vkpj.k
n
Øsrkvksa }kjk fd;k tkrk gS ;k fd;k tk ldrk gSA mls Øsrk O;ogkj dh laKk nh tk ldrh gSA foi.ku {ks=k ds fo}kuksa

y
dk dguk gS fd & Øsrk O;ogkj og izfØ;k gS tks fdlh oLrq ;k czkaM ds Ø; lEcU/kh fu.kZ;ksa rFkk p;u dks crkrh gSaA
vU; 'kCnksa esa] ÞØsrk viuh vko';drkvksa vkSj bPNkvksa dh larqf"V ds fy, D;k] dc] fdruh dSlh] dgk¡ rFkk fdlls oLrq,sa
d
,oa lsok,¡ [kjhnrs gSa vkSj ,slh [kjhn ftl O;ogkj dk ifj.kke gksrh gS] mls Øsrk O;ogkj dgk tk ldrk gSA ÞØsrk ;k

u
miHkksDrk O;ogkj ls vFkZ miHkksDrkvksa ;k xzkgdksa dh Ø; vknrksa] Ø; izof` Ùk;ksa] Ø; <axksa o Ø; izsj.kkvksa ds v/;;u ls

t
yxk;k tkrk gSAÞ
oLrqvksa rFkk lsokvksa dks Ø; djrs le; tks vkpj.k] O;ogkj ;k rjhdk Øsrkvksa@miHkksDrkvksa ds }kjk viuk;k tkrk gS
S
Øsrk O;ogkj vFkok miHkksDrk O;ogkj dgykrk gSA
^^nwljs 'kCnksa esa] miHkksDrk O;ogkj ds vUrxZr bu pkj ckrksa dk vè;;u fd;k tkrk gSµ1. miHkksDrk dc (When) Ø; djrs
gSa\ 2. Ø; dkSu (Who) djrk gS\ (3) miHkksDrk dSls (How) Ø; djrs gSa\ 4. miHkksDrk dgka (Where) Ø; djrs gSa\
1. miHkksDrk dc Ø; djrs gSa\ (When Consumers Buy?)µfoi.ku izcUèkd dks lcls igys ;g irk yxkuk pkfg,
fd miHkksDrk oLrq dks dc Ø; djrs gSa\ ;gka ^dc* ls vFkZ rhu ckrksa ls yxk;k tkrk gS% i. ekSle (Season), ii.
lIrkg dk fnu (The day of the week), o iii. fnu dk le; (The time of the day)A bu rhuksa dk foi.ku esa dkQh
egRo gSA bUgha ds vuq:i foi.ku iz;Ruksa dks fu;ksftr fd;k tkrk gSA
dqN oLrq,a ,slh gksrh gSa ftudh ekax fdlh [kkl ekSle esa dkQh gksrh gSA mnkgj.k ds fy,] 'kknh ds ekSle esa crZuksa
o diM+ksa dh ekax] tkM+ksa esa pk;] dkQh o Åuh diM+s dh ekax] xfeZ;ksa esa BaMs is; inkFkZ dh ekax] vkfnA
66 foi.ku ds fl)kUr
ukSdjh oxZ ds O;fDr NqV~Vh okys fnu gh Ø; djrs gSaA vr% foi.ku izcUèkd dks viuk foKkiu NqV~Vh okys fnu
ls igys okys fnu ;k NqV~Vh okys fnu ds izkr%dky ;k NqV~Vh okys fnu dks djuk pkfg,A
foi.ku esa miHkksDrk ds Ø; dk le; Hkh egRoiw.kZ gSA le; ls vFkZ gS fd miHkksDrk fdl le; Ø; djrk gSµlqcg]
nksigj] 'kke o jkf=kA vr% ;g dg ldrs gS fd le;] fnu rFkk ekSle dk foi.ku esa dkQh egRo gSA
2. Ø; dkSu djrk gS\ (Who does the buying?)µØ; djus dk dk;Z dkSu djrk gS blds vUrxZr fuEu rhu rRokssa
dks 'kkfey djrs gSa i. okLrfod :i esa Ø; dkSu djrk gS\ ii. Ø; djus dk fu.kZ; dkSu ysrk gS\ iii. oLrq dks okLrfod
:i esa iz;ksx esa dkSu ykrk gS\ lkèkkj.kr;k cPpksa ds fy, Ø; muds ekrk&firk ds }kjk fd;k tkrk gSA iRuh ds
fy, Ø; mlds ifr ds }kjk fd;k tkrk gSA ifr vius fy, Hkh Lo;a Ø; dj ldrs gSaA ,d f'kf{kr ifjokj esa
iRuh vius fy,] cPpksa ds fy, o ifr ds fy, Hkh Ø; djrh gSA
foi.ku ij bl ckr dk izHkko iM+rk gS fd Ø; dkSu djrk gS\ tSls Ø; djus okys gksrs gSa mlh ds vuq:i oLrq
cuk;h tkrh gS vkSj oSls gh forj.k ekè;e viuk;k tkrk gSA mUgha ds vuq:i leLr foKkiu dk;ZØe] foKkiu
vihysa] foKkiu dkih] jsfM;ks vkSj Vsyhfotu foKkiu] vkfn fd;s tkrs gSa rFkk foi.ku uhfr;ka o j.k uhfr;ka viuk;h
tkrh gSaA ;fn oLrq cPpksa }kjk Ø; dh tkrh gS rks ,slh oLrq esa os lHkh xq.k gksus pkfg, tks cPps pkgrs gSa rFkk foKkiu
ds foØ; izorZu ds <ax Hkh ,sls gksus pkfg, tks mu rd igqap ldsaA
3. miHkksDrk dSls Ø; djrs gSa\ (How consumer buy?)µmiHkksDrk dSls Ø; djrs gS bldk vlj foi.ku fØ;kvksa

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ij iM+rk gSA miHkksDrk dSls Ø; djrs gSa blds vUrxZr miHkksDrk dh vknrksa rFkk O;ogkj (Habits & Behaviour)

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dk vè;;u fd;k tkrk gSA cktkj esa Øsrk fofHkUu rjg ds gksrs gSA
dqN udn [kjhnuk ilUn djrs gSa rks dqN mèkkjA ;fn fdlh LFkku ij mèkkj ysus okyksa dh la[;k vfèkd gS rks

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O;olk;h dks mèkkjh nsus dh uhfr viukuh pkfg,A ;fn ,slk ugha fd;k x;k rks O;olk;h vius mís';ksa esa lQy
ugha gksxkA blh izdkj tks miHkksDrk cM+s iSfdax esa oLrq Ø; djuk ilUn djrs gSa mudks oLrq cM+s iSfdax esa nh tkuh
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pkfg,A O;olk; esa lQyrk ikus ds fy, Ø; vknrksa ,oa O;ogkjksa ds vuqlkj oLrq ,oa ewY; lacaèkh uhfr;ka fuèkkZfjr
dh tkrh gSa] foi.ku dk;ZØe cuk;s tkrs gSa] rFkk izcUèkdh; fu.kZ; fy;s tkrs gSaA
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miHkksDrk dgka Ø; djrs gSa\ (Where consumer buy?)µmiHkksDrk dgka Ø; djrs gS ds vUrZxrµi. miHkksDrk Ø;
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djus dk fu.kZ; dgka ysrk gS vkSj ii. okLrfod :i ls Ø; dgk¡ ls gksrk gS\ dks 'kkfey fd;k tkrk gSA

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izk;% ;g ik;k x;k gS fd miHkksDrk dqN oLrqvksa ds lacaèk esa Ø; djus dk fu.kZ; vius ifjokj ds lnL;ksa ds lkFk
cSBdj ?kj ij gh ysrk gSA tSls jsfM;ks] Vsyhfotu] vkfn dqN oLrq,a dks [kjhnus dk fu.kZ; djds oLrq dks Ø; djus
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ugha tkrk gS cfYd mldks tks oLrq fdlh nqdku ;k LVksj ij vPNh yxrh gS mldks Ø; djus dk fu.kZ; ogha nqdku

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ij ys ysrk gSA dqN ekeyksa esa Ø; djus dk fu.kZ; rks ?kj ij ysrk gS ysfdu czk.M dh ilUn nqdku ij gh djrk
gSA ,slh fLFkfr esa oLrq dh iSdsftax vPNh gksuh pkfg,A foKkiu Hkh fd;k tkuk pkfg, ftlls fd miHkksDrkvksa
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dks oLrqvksa dh czk.M dh tkudkjh gks lds vkSj mudks viuh vksj vkdf"kZr fd;k tk ldsA
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miHkksDrkvksa dk fu.kZ; LFkku] fuekZrk ,oa eè;LFkksa ds foØ; LFkku lacaèkh fu.kZ;ksa ,oa oLrq lacaèkh fu.kZ;ksa dks izHkkfor

S
djrk gSA
Øsrk O;ogkj ds vè;;u dk egRo
(Importance of Studying Buyer Behaviour)
mRikn vfHkeq[khdj.k (Production Oriented) foi.ku fopkjèkkjk ds vuqlkj vfèkd ls vfèkd è;ku mRiknu rFkk forj.k
ij nsuk pkfg,A bl fopkjèkkjk ds vuqlkj ftruk eky cuk;k tk,xk fcd tk,xkA ijUrq miHkksDrk vfHkeq[khdj.k
(Consumer Oriented) fopkjèkkjk ds vuqlkj foi.ku ds vUrxZr ;fn izcUèkd miHkksDrk larqf"V (Consumer satisfaction)
rFkk miHkksDrk dY;k.k (Consumer welfare) dh rjQ è;ku ugha nsrk og cktkj ls ckgj dj fn;k tk,xkA vkt ds ;qx
esa Øsrk cktkj dk jktk gS (Consumer is the king) blfy, Øsrk O;ogkj ds vè;;u dk egRo vfèkd gks tkrk gSA fuEufyf[kr
fcUnq (Points) Øsrk O;ogkj ds egRo dks Li"V djrs gSaµ
Øsrk O;ogkj 67

1. xyk&dkV izfr;ksfxrk (Cut-throat Competition)µizR;sd oLrq ds vusd mRiknd rFkk foØsrk gSaA izR;sd mRiknd
viuh oLrq dks cktkj esa cspuk pkgrk gSA blfy, cktkj esa rhoz izfr;ksfxrk gh ugha] vfirq xyk&dkV izfr;ksfxrk
gS ;kuh foØsrk viuh oLrq dks mRiknu ykxr ls Hkh de dher ij foØ; dj nsrk gSA bl dM+h izfr;ksfxrk ls
ogh mRiknd viuk vfLrRo cpk, j[k ldrk gS ftlus vius Øsrkvkssa ds O;ogkj ds vuqlkj vius foi.ku dk;ZØe
vkSj uhfr;ksa dk fuekZ.k fd;k gksA
2. foØ; lao)Zu fu.kZ; (Sales Promotion Decision)µoLrq ds foØ; o`f) ds fy, foØ; izorZu lacaèkh uhfr
Øsrk@miHkksDrkvksa ds Ø;&O;ogkj ls dqN lhek rd izHkkfor gksrh gSA bl izdkj Øsrk O;ogkj ds vè;;u ds fcuk
foØ; lao)Zu ds iz;kl lQy ugha gks ldrs gSa( D;ksafd oLrq dkSu [kjhn jgk gS\ fdlds }kjk oLrq [kjhnh tk jgh
gS\ oLrq dh [kjhn ds fu.kZ; dks dkSu izHkkfor dj jgk gSa\ Øsrk oLrq dks fdl le; [kjhn jgk gS\ dgka ls [kjhn
jgk gS\ vkSj dSls [kjhn jgk gS\ vkfn ckrsa foØ; izorZu rFkk izpkj dk;ZØeksa dks izHkkfor djrh gSaA foKkiu
(Advertisement) oS;fDrd foØ; jhfr&uhfr (Personal Selling Strategy) lacaèkh fu.kZ; Øsrk ds O;ogkj ds vkèkkj
ij gh fy, tkrs gSa vr% Øsrk O;ogkj dk vè;;u vR;Ur vfuok;Z gSA
3. mRikn uhfr;ka (Production Policies)µmRifÙk ls lacafèkr jhfr;ksa&uhfr;ksa ds fuèkkZj.k esa Øsrk O;ogkj dk vè;;u
cgqr vko';d gS D;ksafd ;fn foØsrk dks ;g irk py tk, fd mldh oLrq dh iSfdax dks Øsrk cgqr vfèkd ilan
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djrk gS blfy, mldh oLrq cktkj esa vfèkd fcdrh gS] rks foØsrk ml oLrq dh iSfdax ;k veqd xq.k ij fo'ks"k
è;ku nsdj vfèkd mRiknu dj ykHkksa esa o`f) dj ldrk gSA
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4. ewY; uhfr;ka (Price Policies)µcktkj esa vusd oLrq,a Øsrkvksa ds }kjk blfy, [kjhnh tkrh gSa fd mu oLrqvksa ls
Øsrk dk lekt esa eku&lEeku c<+rk gSA foØsrk ,slh oLrqvksa dk ewY; vfèkd j[k ldrk gS tSlsµghjs vkSj tokgjkr
a
dk ewY; cgqr vfèkd gksus ds dkj.k èkuh oxZ budks [kjhnrk gSA ;fn budk ewY; cgqr de gks tk, rks budh ekax
de gks tk;sxh D;ksafd èkuh oxZ fQj budks ugha [kjhnsxkA blh izdkj èkuh oxZ lksus (Gold) ds vkHkw"k.k [kjhnuk
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ilUn djrk gS] pkanh ds ugha] D;ksafd Lo.kZ dk ewY; vfèkd gS rFkk blds vkHkw"k.k iguuk lEeku dk izrhd gksrk
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gSA oLrq dh izÑfr rFkk mldh lkekftd fLFkfr mldh [kjhn ij izHkko Mkyrh gSA bl izdkj izHkkoh izfr;ksxh

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rFkk Lohdkj.kh; dher rFkk forj.k uhfr;ksa ds fodkl esa Øsrk O;ogkj vè;;u cgqr vfèkd mi;ksxh gks

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ldrk gSA
cktkj fHkUurk;sa (Market Difference)µorZeku cktkjksa esa vusd fHkUurk;sa gksrh gSaA blfy, ,d&lh foi.ku
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jhfr;ka&uhfr;ka vkSj dk;ZØe bu cktkjksa dh vko';drkvksa dh iwfrZ ugha dj ldrs gSaA orZeku cktkjksa dh fo'ks"krkvksa
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dks ns[krs gq, ;g ugha dgk tk ldrk fd ftl foØsrk ;k QeZ us bl oLrq ds foØ; esa lQyrk izkIr dj yh gS

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og foØsrk ;k QeZ nwljh oLrq ds foi.ku esa Hkh lQy gksxhA D;ksafd izR;sd cktkj esa Øsrk vyx&vyx gksrs gSa]

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mudh vyx&vyx vko';drk;sa rFkk fo'ks"krk;sa gksrh gSaA izR;sd cktkj esa Øsrk dk O;ogkj (Buyer Behaviour)
rFkk Ø; iz;kstu (Buyer Motive) fHkUu&fHkUu gksrk gS ftldk vè;;u fd;s cxSj foi.ku uhfr;ksa&jhfr;ksa dk fuèkkZj.k
ugha fd;k tk ldrk gSA
Øsrk&O;ogkj ds fuèkkZjd rRo
(Determinants of Buyer Behaviour)
miHkksDrk ;k Øsrk&O;ogkj lnk ,d&lk ugha jgrk gSA mlesa le;&le; ij ifjorZu gksrk jgrk gS] ;g ifjorZu fofHkUu
?kVdksa ds dkj.k gksrk gSA bl izdkj dgk tk ldrk gS fd miHkksDrk ;k Øsrk&O;ogkj dks fuèkkZfjr djus okys cgqr ls
?kVd gSaA
68 foi.ku ds fl)kUr

1. euksoSKkfud ?kVd
(Psychological Factors)
ekuoh; O;ogkj fnekxh izfØ;k (Mental Process) dh mit gS rFkk y{; vfHkeq[kh (Goal oriented) gksrh gSA efLr"d iz.kkyh
dh vkèkkjHkwr vko';drk,a] Nfo rFkk lh[kus&fl[kkus tSls 'kCnksa ds ekè;e ls le>k;k tk ldrk gSA
a. vkèkkjHkwr vko';drk,a (Basic needs)µØsrk dh dqN vko';drk,a vkèkkjHkwr gksrh gSa ftudks Øsrk loZizFke iwjk
djuk pkgrk gSA bu vko';drkvksa ds iwjk djus ds ckn gh mldk è;ku vU; oLrqvksa ij tkrk gSA ,- ,l- ekLyks
ds vuqlkj ;g vko';drk,a Øekuqlkj bl izdkj dh gksrh gSaµi. 'kjhj&foKku vko';drk,aµbuesa os
vko';drk,a gksrh gSa ftudks iwjk djuk ekuo thou dks cuk;s j[kus ds fy, vko';d gS( tSls] [kkuk] ihuk] lksuk
vkfnA ii. lqj{kk vko';drk,aµvktdy izR;sd O;fDr 'kkjhfjd lqj{kk rks pkgrk gh gS ysfdu mlds lkFk vkfFkZd
o lkekftd lqj{kk Hkh pkgrk gSA iii. izse vko';drk,aµizR;sd O;fDr vius ikfjokfjd lnL;ksa ls izse djrk gSA
ftl ifjokj esa ftruk vfèkd izse gksrk gS lekt esa mldh mruh gh vfèkd izfr"Bk gksrh gSA iv. lEeku
vko';drk,aµizR;sd O;fDr lekt esa viuk LFkku Åapk pkgrk gSA ;fn mldk LFkku lekt esa uhpk gksrk gS rks
mlds eu esa ghurk dh Hkkouk ?kj dj tkrh gSA mPp lEeku vkRefo'okl dks iSnk djrk gSA v. Lo;a ;FkkFkZokn
dh vko';drkµ;s vko';drk,a vfèkdre f'k{kk rFkk ;ksX;rk izkIr djus ls lacafèkr gksrh gSaA
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Nfo (Image)µfdlh fo"k; ds lacaèk esa ,d O;fDr ds efLr"d esa tks Nki gksrh gS mldks Nfo dgrs gSaA Nfo ,d

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izdkj dh rLohj gS tks ,d O;fDr ds efLr"d esa gksrh gSA bldk vkèkkj okLrfod gks ,slk lHkh voljksa ij laHko
ugha gSA ,d Øsrk dk O;ogkj bl Nfo ls vo'; gh izHkkfor gksrk gSA Nfo dbZ izdkj dh gksrh gSa] tSls i. vkRe&Nfo]

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ii. oLrq&Nfo] ,oa iii. czk.M&NfoA i. vkRe&NfoµvkRe&Nfo ,d rLohj gS tks fd ,d O;fDr vius lacaèk esa j[krk
gSA fofHkUu O;fDr;ksa dh fofHkUu vkRe&Nfo;ka gksrh gSaA budk izHkko foi.ku fØ;kvksa ij iM+rk gSA tSls izkbejh

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Ldwy ds vè;kid dk O;ogkj ,d fo'ofo|ky; ds izksQslj ls fHkUu gksrk gS] D;ksafd nksuksa dh vkRe&Nfo fHkUu&fHkUu

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gSA O;fDr mu oLrqvksa dks Ø; djuk ilUn djrk gS ftldh Nfo mldh vkRe&Nfo ls fey tkrh gSA ii.

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oLrq&Nfoµtc ,d O;fDr ,d oLrq ds ckjs esa lksprk gS rks ,d rLohj mlds efLr"d esa vk tkrh gS blh dks oLrq&Nfo
dgrs gSaA ;g Nfo ,d oLrq ds ckjs fofHkUu O;fDr;ksa esa fHkUu&fHkUu gksrh gSA ;g oLrq&Nfo ,d O;fDr ls oLrq
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Ø; djus ds O;ogkj ij izHkko Mkyrh gSA iii. czk.M&Nfoµ,d fuekZrk dh ,d czk.M ds ckjs esa ,d miHkksDrk tks

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Nki vius efLr"d esa cuk ysrk gS og czk.M&Nfo dgykrh gSA ;g Nfo czk.M ds iz;ksx ls ;k O;fDr;ksa ds dgus

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ls ;k fuekZrk dh [;kfr ls ;k oLrq ds iSfdax ls ;k czk.M ds uke ls ;k foKkiu vkfn ls curh gSA
c. lh[kuk (Learning)
t Hkh ,d gSA ,d O;fDr dh izsj.kk,a mldh fØ;kvksa dk funsZ'ku djrh gSaA os fØ;k,a
µ,d miHkksDrk ;k Øsrk ckgjh ?kVdksa ds lkFk&lkFk vkUrfjd ?kVdksa ls Hkh izHkkfor gksrk gSA

tks mldh S
bu ?kVdksa esa lh[kuk (Learning)
izsj.kkvksa ls esy [kk tkrh gSa mudks iwjk djus ls mldks larqf"V o izlUurk gksrh gSA
lh[kus dk rjhdk vuqdwyu (Conditioning) gSA ckj&ckj nqgjkuk o vuqdwyu lh[kus esa lgk;d gksrs gSaA ysfdu
;g nksuksa izsj.kkvksa ij vkèkkfjr gSaA ;fn oLrq Øsrk dh izsj.kk ds vuqlkj gS rks og mlds ckjs esa lh[k ysrk gSA ysfdu
tks oLrq mldh izsj.kk ds vuqlkj ugha gksrh gS mldks lh[kus esa nsj yxrh gSA ;fn ,d O;fDr ds nkrksa esa ikuh yxrk
gS o ekatrs le; [kwu fudyrk gS rks mldks ml eatu ,oa mlds fuekZrk dk uke ;kn cuk jgrk gS tks ;g foKkiu
djrk gS fd mldk eatu bu nksuksa esa ykHk nsus okyk gSA lkFk gh dqN ukeksa dks vklkuh ls lh[kk (Learn) tk ldrk
gS tSls ^,Lizks* ;k ^,ukflu* ysfdu ;fn bu nokvksa dk uke ^ljnnZ nwj djus dh nok* j[kk tk;s rks mldks ;kn
ugha j[kk tk ldrk gSA
Øsrk O;ogkj 69

;fn Øsrk dks fdlh ckr dh ;kn gS vFkkZr~ mlus fdlh oLrq ds ckjs esa lh[kk gS rks mldk O;ogkj ml Øsrk tSlk
ugha gksxk ftlus bl lacaèk esa dqN Hkh ugha lh[kk gSA vr% lh[kuk Hkh Øsrk&O;ogkj dks izHkkfor djrk gSA
bl izdkj ge bl fu"d"kZ ij vkrs gSa fd Nfo ,d euksoSKkfud rF; gS ftlls ,d Øsrk ds oLrq Ø; O;ogkj ij
izHkko iM+rk gSA
2. vkfFkZd ?kVd
(Economic Factors)
vkfFkZd rRoksa ls vfHkizk; mu rRoksa ls gS tks miHkksDrk dh vkfFkZd fLFkfr ls lacafèkr gSa] vkfFkZd rRoksa ds vUrxZr fuEufyf[kr
rRoksa dks lfEefyr fd;k tkrk gSµ
i. O;fDrxr vk; (Personal income)µO;fDrxr vk; Øsrk dh Ø;'kfDr dks cgqr izHkkfor djrh gSA O;fDr dh vk;
;g fuèkkZfjr djrh gS fd miHkksDrk fdl lhek rd oLrqvksa rFkk lsokvksa dks Ø; dj ldrk gSA O;fDr dh vk;
esa o`f) izk;% mlds miHkksx esa o`f) djrh gS rFkk dHkh mlds miHkksx esa deh Hkh dj nsrh gS D;ksafd miHkksDrk viuh
vk; dk ,d Hkkx gh O;; djrk gS rFkk vk; dk 'ks"k Hkkx cpr ds :i esa j[krk gSA
ii. ikfjokfjd vk; (Family income)µ,d ifjokj dh vk; mldh cpr ,oa Ø; djus ds rjhds dks izHkkfor djrh
m
gSA ;fn ikfjokfjd vk; xjhch dh iafDr (Poverty Line) ls uhps gS rks mudk O;; vk; ls vfèkd gksxk vkSj mudk
Ø;&O;ogkj mu O;fDr;ksa tSlk ugha gksxk ftudh vk; xjhch dh iafDr ls dkQh Åaph gSA
o
.c
iii. miHkksDrk lk[k (Consumer credit)µ;fn fdlh Øsrk dks dksbZ oLrq mèkkj fey jgh gS rks mldk O;ogkj dqN vkSj
gksrk gSA ysfdu tc oLrq udn feyrh gS rks mldk O;ogkj dqN vkSj gksrk gSA foi.ku esa miHkksDrk&lk[k ,d egRoiw.kZ

iv.
midj.k gS ftlls cktkj dk fodkl o ladqpu fd;k tk ldrk gSA
a
vk; dh vk'kk,a (Income expectations)µ;fn fdlh O;fDr dks dqN vk; fudV Hkfo"; esa gksus dh vk'kk gS rks
m
mldk Ø;&O;ogkj dqN fHkUu izdkj dk gksxkA lkèkkj.k rFkk Hkkoh vk; dh vk'kk ,d O;fDr dks vfèkd Ø; djus

a
dks izsfjr djrh gS tcfd Hkfo"; esa vk; dh laHkkouk u gksus ij de Ø; dh Hkkouk jgrh gSA

n
v. Lokèkhu vk; (Discretionary income)µ,d ifjokj dh vko';d vko';drkvksa dh iwfrZ ds ckn ;fn mlds ikl
vk; dk dqN Hkkx O;; djus ds fy, cpk jgrk gS rks blh dks ge Lokèkhu vk; dgrs gSaA tSls [kkus] diM+s o edku
y
ds O;; ds ckn ;fn dqN cpk jgrk gS rks muds ikl cgqr&ls fodYi gksrs gSa ftu ij O;; fd;k tk ldrk gSA

d
Lokèkhu vk; dk ifj.kke vfèkd O;; gksrk gSA bldh foijhr fLFkfr esa miHkksDrk Ø; djus dks Vky ldrk gSA

u
;fn fdlh o"kZ Lokèkhu vk; gS rks QuhZpj] ia[ks] izs'kj dqdj] vkfn dks Ø; djus dk fu.kZ; fy;k tk ldrk gS vU;Fkk

t
iqjkus QuhZpj] iqjkus ia[ks o iqjkus izs'kj dqdj ls dke pyk;k tk ldrk gSA

S
lkekftd ?kVd
(Social Factors)
ekuo lkekftd izk.kh (Social animal) gS vkSj mldk O;ogkj rFkk n`f"Vdks.k lkekftd ?kVdksa ls izHkkfor gksrk gS tSls
ifjokj] laLÑfr] is'kk rFkk thus dk <ax vkfnA
ifjokj (Family)µifjokj ,d 'kfDr'kkyh gfFk;kj gS tks u dsoy O;fDr ds fu.kZ;ksa dks gh izHkkfor djrk gS cfYd ifjokj
ds lHkh lnL;ksa ds fu.kZ;ksa dks izHkkfor djrk gSA ikfjokfjd <kapk] lkbZt] rFkk n`f"Vdks.k O;fDr dh czk.M (Brand) rFkk
izkFkfedrkvksa dks fuèkkZfjr djrs gSaA
O;olk;@is'kk oxZ (Occupation Group)µfdlh O;fDr fo'ks"k dk is'kk@O;olk; Ø; O;ogkj dks izHkkfor djrk gSA tSls
odhy ds Øsrk O;ogkj dks vklkuh ls vè;kid ds Øsrk O;ogkj ls foHksnkRed (Differentiate) fd;k tk ldrk gSA dEiuh
fofHkUu O;olk; oxZ ds fy, vyx ls jhfr&uhfr r; dj ldrh gSA
70 foi.ku ds fl)kUr

lkekftd oxZ (Social Class)µlekt fofHkUu Lrj dh Jsf.k;ksa (Status Class) esa caVk gqvk gS budk cVokjk vk;q] f'k{kk
rFkk is'ks ds vkèkkj ij fd;k tk ldrk gSA O;fDr;ksa dks rhu oxks± esa j[kk x;k gS mPp] eè;e rFkk fuEu oxZA mPp oxZ
ds vUrxZr tehankj] rFkk m|ksxifr;ksa dks 'kkfey fd;k x;k gSA MkDVj rFkk odhy dks eè;e oxZ esa j[kk x;k gS rFkk
fuEu oxZ esa QSDVjh Jfed dks j[kk x;k gSA
okrkoj.k ?kVd
(Environmental Determinants)
Øsrk O;ogkj cká ?kVdksa }kjk Hkh izHkkfor gksrk gSA cká ?kVdksa ds vUrxZr] jktuSfrd fLFkfr] rduhd] dkuwu rFkk thou
pØ 'kkfey gSA
rduhd (Technology)µrduhdh ifjorZu oLrq vFkok mRikn ds pquko esa fHkUurk yk nsrs gSaA miHkksDrk }kjk Vsyhfotu
(Television), dEI;wVj (Computer), eksVj dkj (Motor Car) Ø; djrs le; rduhdh fo'ks"kK dh lykg yh tkrh gSA
thou pØ (Life Cycle)µeuq"; dks vius thou dky esa pkj voLFkkvksaµckY;koLFkk (Childhood), ;qokoLFkk (Adolescene),
izkS<+koLFkk (Adulthood) vkSj o`)koLFkk (Oldage) ls xqtjuk iM+rk gS tSls&tSls thou pØ esa ifjorZu vkrk gS bl izdkj
dk ifjorZu Øsrk O;ogkj dks izHkkfor djrk gS oSls gh euq"; dh :fp] izof` r rFkk izkFkfedrkvksa esa Hkh ifjorZu vk tkrk gSA

Øsrk O;ogkj ,oa Ø; izfØ;k m

(Buyer Behaviour and Buying Process)
o
gSa Ø; izfØ;k ds vxzfyf[kr ikap pj.k cryk, x, gSaA
. c
Ø; izfØ;k }kjk Hkh Øsrk O;ogkj dks tkuk tk ldrk gS vkSj rnuqdwy foi.ku dk;ZØeksa esa la'kks/ku fd;s tk ldrs

a
bl Ø; fu.kZ; izfØ;k dks FkksM+k ljy :i esa ik¡p pj.kksa esa foHkkftr dj ,d ekMy ds :i esa izLrqr dj ldrs gSaA

m
Ø; izfØ;k dk ekMy
(Model of Buying Process)
pj.k (Stages) a
I II
n III IV V

vko';drk
dh igpku y
mRikn dh
tkudkjh@
:fp fodYiksa dk
ewY;kadu
Ø; fu.kZ; ,oa
Ø; mijkar

d
Interest
Need /;ku vkd"kZ.k Evaluation of O;ogkj

u
Recognition Alternatives Output purchase
Attention/
Product Decision and Post

t
Awareness Purchase
Behaviour

1. vko';drkS dh igpku (Need Recognition):Ø; izfØ;k dk igyk pj.k gS fdlh vko';drk dk vuqHkko]
,d bPNk vFkok dksbZ miHkksx dh leL;k ftldh larqf"V ds fcuk ruko mRiUu gksus yxsA
2. mRikn dh tkudkjh /;ku vkd"kZ.k (Attention/Product Awareness): ,d vR;f/kd O;Lr O;fDr LdwVj
;k xkM+h dh vko';drk eglwl djs ftlesa vfQl o vU; LFkku ds vkus tkusa esa le; dh cpr gSA bl
vko';drk dh igpku gksus ds dkj.k ml O;fDr dk /;ku fdlh LdwVj] eksVj lkbfdy vFkok dkj dh rjQ
vkdf"kZr gks ;g Hkh gks ldrk gS fd dqN LdwVj o eksVj lkbfdy czkaMksa dh mldks tkudkjh gks] bl lEHkkouk
dks Lohdkj djrs gq, Ø; izfØ;k ds igys o nwljs pj.kksa ds chp rhj dks nksuksa fn'kkvksa esa fn[kk;k x;k gSA mRikn
tkudkjh ds pj.k esa miHkksDrk dks ,sls mRikn dh tkudkjh gksrh gS tks mldh vko';drk iwjh dj ldrk gSA
;g tkudkjh miHkksDrk }kjk Lo;a [kkstdj izkIr dh xbZ gks vFkok foØsrk daifu;ksa ds ;k e/;LFkksa ds foKkiu
;k O;fDrxr foØ; }kjk feyh gks ldrh gSA
Øsrk O;ogkj 71

3. :fp (Interest): :fp efLr"d esa mRiUu gqbZ ,slh fLFkfr dks dgrs gSa tcfd miHkksDrk dks viuh vko';drk
ds lanHkZ esa miyC/k mRiknksa ds ckjs esa tkudkjh gksA miHkksDrk dh :fp dk vuqeku bl ckr ls yxrk gS fd og
mRikn ds ckjs esa vf/kd lwpuk izkIr djus dk iz;kl djrk gSA ,slh fLFkfr esa miHkksDrk lfØ; :i esa Ø; izfØ;k
esa layXu gksrk gS vkSj mRikn ds ckjs es iwjk /;ku nsrk gSA ;fn mldh :fp [kRe gks tkrh gS rks mldk /;ku
nwljh vksj pyk tkrk gS vkSj Ø; izfØ;k dk vUr gks tkrk gSA
4. fodYiksa dk ewY;kadu (Evaluation of Alternatives): Ø; izfØ;k dk vxyk pj.k fodYiksa dk ewY;kadu
djuk gSA blesa fofHkUu fodYiksa ds ykHkksa vkSj dfe;ksa dk ewY;kadu fd;k tkrk gSA vkSj loksZÙke fodYi ds p;u
dk iz;kl fd;k tkrk gSA bl fØ;k esa Øsrk dk vuqHko o Kku] fe=kksa dh lykg] mRikn ds izfr >qdko] ikfjokfjd
lnL;ksa dh jk; vkfn ckrksa dk izHkko iM+rk gSA
5. urhtk&Ø; fo.kZ; ,oa Ø; mijkUr O;ogkj (Output-Purchase Decision & Post-Purchase behaviour):
Ø; fu.kZ;%] Ø; izfØ;k dk vfUre urhtk Ø; ds fu.kZ; rFkk Ø; ds ckn ds O;ogkj ds :i esa izdV gksrk gSA
miyC/k mRikn fdLeksa ds ewY;kadu ds mijkUr miHkksDrk fdlh ,d czk.M ds Ø; dk fu.kZ; ysrk gSA ;fn
miHkksDrk mRikn dks izFke ckj Ø; dj jgk gS rks O;ogkj ds n`f"Vdks.k ls ;g tkap Ø; (Trial Purchase) gh
le>h tk;sxhA miHkksDrk ml mRikn dks nksckjk Ø; rHkh djsxk tfcd og mlls larq"V gksA
miHkksDrk O;ogkj lEca/kh fl)kar
(Principles of Consumer Behaviour) m
o
;gk¡ ge O;ogkj laca/kh dqN fopkjksa vksj fl)krksa ij la{ksi esa fopkj djsaxs vkSj ;g ns[ksaxs fd buesa miHkksDrkvksa vkSj

.c
vkS|ksfxd iz;ksDrkvks ds Ø; laca/kh vkpj.k dgka rd 'kkflr gksrs gSaA ;s fl)kUr fuEukafdr gSa%&

a
¼v½ LokHkkfod cuke lh[ks gq, (Inherent vs. Learned)
¼c½ HkkoukRed cuke foosdiw.kZ (Emotional vs. Rational)
¼l½
m
miHkksDrk ,oa mRikn lEca/kh euksoSKkfud fo'ks"krk;sa (Consumer & Product Variables)
¼n½ futh Nfo dk fopkj (Concept of Self Image)
a
¼v½ LokHkkfod cuke lh[ks gq, ¼d`f=ke½ n
¼;½ lewg izHkko (Group Influence)
mís';%
(Inherent Vs. Learned Motives) y
vkpj.k ;k O;ogkj laca/kh v/;;u d vfHkizsj.kk dh tkudkjh ls 'kq: gksrk gSA ÞvfHkizsj.kß dk vk'k; ml
(Motivation)

u
O;ogkj ls gS tks fd fdlh O;fDr dh vUrfuZfgr vko';drkvksa }kjk izsfjr gS vkSj bu vko';drkvksa dks iwjk dj ldus

tiz;kstu ;k bPNk gksrh gSA ;g vko';drk ÞnSfgdß gks ldrh gSA ¼tSl fd Hkw[k½ vFkok Þlh[kh
okys y{;ksa dh izkfIr gsrq lapkfyr gksrk gSAÞ bl izdkj vfHkizsj.k ,d rhu voLFkkvksa okyk pØ
* (Three stage cycle)

Slkekftd izfr"Bk ds fy, bPNk½ vko';drk ds }kjk ruko

gSA izFker% ,d vko';drk]
gqbZ Ñf=ke ¼tSls fd mRiUu gksrk gS] tks fQj O;fDr
(Tension)
dks pØ dh f}rh; voLFkk lk/ku laca/kh O;ogkj ;k vkpj.k esa tks fd ruko dks ?kVk;sxk vkSj vko';drk dh iwfrZ djsxk]
<dsy nsrk gSA rhljh voLFkk] Þvko';drk dh iwfrZ djus okys y{;ksa dh izkfIrß gSA mnkgj.kkFkZ] ,d O;fDr dks vkd"kZd
m|ku dh vko';drk gSa ;g vko';drk vkpj.k gks dk;Z dk fu;kstu djuk ,oa ?kkl ds cht] moZjd vkSj midj.kksa
dk pquko djuk mRiszfjr djrh gSA og cht cksdj vkSj mldh o`f) dh ns[kHkky djds vius y{; dh izkfIr djrk gSA
O;ogkj laca/kh ,d izkphu fl)kar ds vuqlkj ekuoh; fØ;k dqN ewy izof` r;ksa ij vk/kkfjr gksrh gS] tksfd euq";ksa esa ik;h

* Motivation may be defined as "Behaviour that is insitigated by needs within the individual and is directed toward goals that can satisfy
these needs."
— Clifford T Morgan: Introduction to Psychology, p. 56
72 foi.ku ds fl)kUr

tkrh gSA vr% foi.kudrkZ lgt fo'ks"krkvksa dh ,d lwph cuk;k djrs Fks vksj ;g ns[kk djrs Fks fd dkSu lh fo'ks"krk;sa
muds mRiknksa ds Ø; dks izHkkfor djrh gSaA fdUrq ;g fl)kUr viw.kZ izekf.kr gqvk] D;ksafd blls ;g Li"V ugha gks ldk
fd D;ksa nks O;fDr ;k nks lewg fn;s gq, mRiknksa] czkaMksa] foKkiuksa ;k Hk.Mkjksa ds izfr fofHkUu izdkj ls izfrfØ;k,sa fn[kkrs
gSaA bl fl)kUr dh viw.kZrk;sa eq[;r% bl rF; ds dkj.k Fkha fd O;ogkj ij lh[kus fl[kkus dk tks izHkko iM+rk gS mldh
blus mis{kk dj nh FkhA
vc dqN le; ls euksfoKkfu;ksa us ;g vuqHko fd;k gS fd ekuoh; O;ogkj okrkoj.k laca/kh ¼vFkok lh[kh gqbZ
vko';drkvksa ls Hkh mRiszfjr gksrk gS] ek=k lgt nSfgd iz;kstuksa ls ughaA fuLlansg] gekjh Hkkstu] is;] 'kkjhfjd vkjke]
lsDl vkSj Loj{kk laca/kh nSfud vko';drk,a cgqr 'kfDr'kkyh gSa] fdUrq muds vfrfjDr gekjh dqN lkekftd vko';drk;sa
Hkh gksrh gSa tSls fd ç'kalk Lohd`fr] gSfl;r] çfr"Bk ,oa 'kfDr çkfIr laca/kh vko';drk,aA lkFk gh lh[kh gqbZ ¼izkIr ;k
Ñf=ke½ vkfFkZd] jktuSfrd ,oa /kkfeZd vko';drk;sa Hkh fØ;k'khy ns[kh tkrh gSaA
nwljh egRoiw.kZ ckr pØ dh nwljh voLFkk&lk/ku :ih O;ogkj (Instrumental behaviour) ds ckjsa esa gSa gekjk vf/kdka'k
lk/ku O;ogkj ewy izof` r dh vis{kk lh[kus fl[kkus ij fuHkZj gksrk gSa mnkgj.kkFkZ ,d f'k'kq Hkw[k yxus ij jks;sxkA ;g
fØ;k dk lgt ;k fcuk lh[kk gqvk :i gSA ckn esa f'k'kq ;g lh[k tkrk gS fd jksuk Hkkstu izkfIr dk lk/ku gS vkSj bl
izdkj ;g ¼jksuk½ vc ,d lh[kk gqvk O;ogkj cu tkrk gSA vf/kd c<+k gkus ij O;fDr ;k Hkw[k larqf"V laca/kh O;ogkj

m
mlds Kku ls vf/kdkf/kd izHkkfor gksus yxrk gSA mnkgj.kkFkZ] mlds /kkfeZd fo'okl ¼lh[kk gqvk O;ogkj½ ekal ds miHkksx

o
dks izHkkfor djrs gSaA mlds lkekftd iz;kstu Hkh mlds oL=k] vkJ;] vkSj lsDl laca/kh O;ogkj dks 'kkflr djus yxrs
gSaA foi.kudrkZ ds n`f"Vdks.k ls lh[kh gqbZ ¼;k Ñf=ke½ vko';drk;sa LokHkkfod ¼;k nSfgd½ vko';drkvksa dh vis{kk

.c
vf/kd egRoiw.kZ gks ldrh gSa o;Ld gksus ds mijkUr fxu pqus iz;kstu gh ,d LokHkkfod ;k fcuk lh[ks rjhds esa larq"V
fd;s tkrs gSaA vr% foi.kudrkvksa dks ;g irk yxkus dh ps"Bk djuh pkfg, fd Ñf=ke iz;kstuksa vkSj Ñf=ke lk/
a
ku&O;ogkj ls fØ;k fdl izdkj izHkkfor gksrh gSA fdUrq ,sls lc iz;kstuksa dks tkuuk vkSj lwphc) djuk 'kk;n vlaHko
gksxkA
HkkoukRed cuke foosd;qDr m
(Emotional vs. Rational) a
n
Ø; iz;kstuksa dks HkkoukRed ,oa foosd;qDr esa ckaVus dh Hkh ijEijk jgh gSa bl izdkj dk oxhZdj.k vc ls 50 o"kZ iwoZ

y
izks- esyfou Vh- dksiySaM dh jpukvksa esa izLrqr fd;k x;k Fkk HkkokRed iz;kstuksa (Emotional Motives) esa Hkw[k] I;kl]

d
lkFkh ds fy, bPNk] oS;fDrd lq[k&lqfo/kk] lqj{kk] gSfl;r] izfr"Bk] xkSjo vkfn lfEefyr gSaA blhfy, rks ,d [kk|
fuekZrk ;g foKkfir djrk gS fd mlds 'kq"d [kk| ds czkaM dks vxz.kh f[kykfM+;ksa }kjk iz;ksx esa yk;k tkrk gSA blh izdkj
u HkkokRed Ø; iz;kstuksa ls lacaf/kr gSaA foosd;qDr iz;kstuksa
Jàxkj izlk/ku cspus okyh QeZ uo;qofr;ksa ls vuqjks/k djrh gS fd mlds mRiknksa dk iz;ksx djds vius lkekftd vkd"kZ.k
esa o`f) djsaA ;s vuqu;
t(Appeals) (Rational Motives) ds

,d dkj fuekZrk S
fuEu mnkgj.k gSa% Ø; ewY; ferO;f;rk] fVdkÅiu] mi;ksfxrk lqfo/kk] fo'oluh;rk ,oa dq'kyrk lca/kh xq.kA mnkgj.kkFkZ]
pkyu dq'kyrk ij cy nsrk gSA xslksfyu cspus okyh daiuh lfnZ;ksa esa vius czkaM dh fo'oluh;rk dh
xkj.Vh nsrh gSA ;s vuqu; foosd;qDr iz;kstuksa ls lacaf/kr gSA
HkkokRed ;k foosd;qDr Ø; iz;kstuksa esa Hksn djus dk cgqizpfyr vk/kkj le; o /;ku dh og ek=kk tksfd Ø; esa yxk;h
tkrh gSa fØ;k laosxh Ø; (Impulse buying) dks HkkokRed iz;kstuksa dh izfrfØ;k ekuk tkrk gSa blds foijhr] foosd;qDr
Ø; esa lko/kkuh ds lkFk ,d rdZiw.kZfØ;k dk vuqlj.k fd;k tkrk gS] fdUrq Hksn djus dk ;g vk/kkj vkifÙktud gSA
mnkgj.kkFkZ ,d lqfoK vkSj prqj [kjhnnkj cgqr 'kh?kz gh fdlh mRikn dks Ø; djus dk fu.kZ; ys ldrk gSA 'kh?kz fu.kZ;
ysus ij Hkh mldk fu.kZ; foosd;qDr gS nwljh vksj] ,d O;fDr fdlh mRikn ds Ø; djus esa dkQh le; yxkrk gS D;ksafd
og ckj&ckj fopkj djrk jgrk gS fd veqd en dks [kjhnus esa mls D;k çfr"Bk ¼;k lq[k½ feysxkA ;gka Ø; fu.kZ; ysus
esa dkQh le; yxkrs gq, Hkh Ø; ÞHkkoukRedß gh dgyk;sxkA ,d vf/kd mÙke vk/kkj og /;ku gks ldrk gS tks fd mRikn
Øsrk O;ogkj 73

dh 'kq) nh?kZdkyhu ykxr ij fn;k tk;sA ;fn dksbZ O;fDr tku cw>dj ,d uhph 'kq) ykxr dk mRikn [kjhnus dh
ps"Vk djs] rks mldk Ø; iz;kstu foosd;qDr dgyk;sxkA ¼;gka ykxr esa fo'oluh;rk] fdLe fVdkÅiu vkfn ds xq.k
lfEefyr gSa ½A
fdlh Ø; ds nksuska gh iz;kstu gks ldrs gSa & HkkokRed Hkh ,oa foosd;qDr HkhA mnkgj.kkFkZ] ,d fo'ks"k izdkj dh eksVj
xkM+h [kjhnusa dk fu.kZ; HkkokRed gks ldrk gS] fdUrq czkaM laca/kh fu.kZ; foosd;qDrA eku yhft;s fd jke ,d ubZ xkM+h
[kjhnuk pkgrk gS] rkfd og ';ke ls izfrLi/kkZ dj ldsA cktkj es ,ssls dbZ czkaM lqyHk gSa] tksfd mlds HkkokRed iz;kstu
dks iwjk djrs gSaA ifj.kkeLo:i] bu fofHkUu czkaMksa esa ls og foosd ds vk/kkj ij pyrk gqvk ml fo'ks"k czkaM dks pqusxk
tksfd nh?kZdky esa lcls uhph ykxr okyk izekf.kr gksA Lej.k jgs fd Þfoosd;qDr iz;kstu j[kukß vkSj ßØ; dk
foosdhdj.k (Rationalising a Purchase) vuqiwjd fopkj gSA foosd;qDr iz;kstu fizfrf"Br ,oa lekt vuqeksfnr ekus
tkrs gSaA Øsrk fdlh oLrq ds Ø; dks mfpr Bgjkus ds fy, ,d foosd;qDr iz;kstu crk fn;k djrk gS] tcfd ;FkkFkZ
esa mlus oLrq fdUgh HkkokRed dkj.kksa ls [kjhnh FkhA foØsrkx.k bl izdkj ds O;ogkj ls ifjfpr gksrs gSa vkSj blhfy;s
muds foKkiuksa esa Ø; ds fy;s foosd vk/kkfjr dkj.kksa ds lkFk&lkFk HkkokRed vihysa Hkh izLrqr dh tkrh gSaA mnkgj.kkFkZ
Þek:rhß ds fy;s foKkiu esa ,d vk/kqfud vkfQl Hkou ds lkeus [kM+h dkj esa ls Mªkboj dh lhV ls ckgj fudyrs gq,
vkd"kZd os"k Hkw"kk esa O;olk; izca/kd dks fn[kk;k tk ldrk gSA foKkiu izfr esa ;g Hkh dgk x;k gks ldrk gS fd bl
dkj j[kus dk O;; ekewyh gS] O;ikfjd ewY; Åapk rFkk blds fuekZ.k esa cf<;k dkjhxjh dk iz;ksx fd;k x;k gSA fu'p;
gh ,slk foKkiu laHkkfor xzkgd dks vius Ø; ds Þfoosdhdj.kß dk volj iznku djrk gSA
m
o
foi.kudrkZvksa dks pkfg;s fd iz;kstuksa ds HkkokRed cuke foosd;qDr oxhZdj.k dh nqcZyrkvksa dks vPNh rjg le> ysaA

.c
;g oxhZdj.k bl rF; dks Nqik ysrk gS fd O;ogkj esa ;g cgqr ls iz;kstuksa dk la;qDr Qy gSA Åijh vk/kkj izk;% Hkze
esa Mkyus okys gksrs gSA mnkjg.kkFkZ] ,d ubZ dkj dk Ø; izxVr% ';ke vkfn ls Li)kZ djus ds fy, iz;kstu ls izsfjr gS]

a
;g ;FkkFkZ esa og Bksl fofu;ksx ds :i esa Hkh gks ldrk gSA ;gka rd fd ,d izxV :i eas foosdiw.kZ O;ogkj ¼tSls fiNys
o"kZ dk ekMy iz;ksx djuk½ Hkh HkkokRed vko';drkvksa ls mRizsfjr gks ldrk gSA ;gh ugaha nks O;fDr leku iz;kstu ¼tSls

m
fd ifjokj ds izfr Lusg½ j[krs gq, Hkh foijhr :i ls vkpj.k dj ldrs gSaA mnkgj.kkFkZ] ,d firk vius ckyksa ds fy;s
izR;sd pht cf<+;k Ø; djus ij cy nsrk gS] tcfd nwljk firk ;g lksprk gS fd lLrs oL=k ,oa f[kykSus i;kZIr vPNs
a
gSa] D;ksafd mlds cPps Þ:i;s dh dherß le> ldsaxs vkSj o;Ld thou dh ifjfLFkfr;ksa dk lkeuk djus ds fy, vko';d
lkeF;Z vftZr dj ldsaxsA
n
y
miHkksDrk ,oa mRikn laca/kh fo'ks"krk;sa

d
(Consumer vs. Product Variables)
tcfd leLr miHkksDrk O;ogkj vfHkizsfjr gSa] fd;s x;s okLrfod p;u nks euksoSKkfud pyksa] Øsrk dk O;fDrRo vkSj mRikn
u
dh fo'ks"krkvksa ls fu/kkZfjr gksrs gSaA mnkgj.k ds fy;s] ,d O;fDr [kkus ds fy;s blfy;s mRizsfjr gks ldrk gS D;ksafd og
t
Hkw[kk gS ;k [kkus dk le; gks x;k gS] fdUrq og D;k pht [kk;sxk] ;g bl izdkj ds vfHkizsj.k ls vlacaf/kr gksxkA og

S
[kkus ds fy, Qy pqu ldrk gS] D;ksafd ;s lgt gh miyC/k gS ;k Qy [kkus dh vknr gS vFkok Qy [kkuk lkekftd
ijEijk gS ;k dksbZ vU; dkj.k Hkh gks ldrk gSA
Øsrk dk O;fDrRo (Personality of the Buyer)
miHkksDrkvksa dh vknrsa] mudh izKk'kfDr vkSj muds iz;kstu Ø; ds le; mUgsa fofHkUu izdkj ls vkpj.k djus ij foo'k
dj nsrs gSaA ;|fi O;fDr fo'ks"k lHkh ifjfLFkfr;ksa esa leku <ax ls dk;Z ugha djrk gS] rFkkfi vkSlru yksx ,d:irk
ls gh dk;Z djrs gSaA ifj.kkLo:i Ø; O;ogkj ds vuqlkj ge miHkksDrkvksa ds fuEukafdr Ng oxZ cuk ldrs gSa%&
¼d½ vknr fu;af=kr czkaM HkDr miHkksDrkvksa dk oxZ
(Habit determined group of brand loyal consumers)
tksfd fiNys Ø;] fd;s x;s mRikn ;k czka.M ls larq"V jgk djrs gSaA
74 foi.ku ds fl)kUr

¼[k½ izKk'khy miHkksDrkvksa dk oxZ (Cognitive group of consumers)

tksfd foosdiw.kZ mn~?kks"k.kkvksa ls izHkkfor gksrk gSA
¼x½ dher laKkuh miHkksDrkvksa dk oxZ (Price congnitive group of consumers)
tksfd eq[;r% dher ;k fdQk;r laca/kh rqyuk ds vk/kkj ij fu.kZ; ysrk gSA
¼?k½ laosxh miHkksDrkvksa dk oxZ (Impulse group of consumers)
tksfd HkkSfrd vuqjks/kksa ds vk/kkj ij Ø; djrk gS vkSj czkaM uke ds izfr vis{kr% vlaosnu'khy gksrk gSA
¼p½ HkkokRed izfrdfeZ;ksa dk oxZ (Group of Emotional reactors)
tks mRikn izrhdksa ds izfr laosnu'khy gksrs gSa vkSj Nfo;ksa ;k vkn'kksaZ ls cgqr izHkkfor gSaA
¼N½ u;s miHkksDrkvksa dk oxZ (Group of new consumers)
ftUgksaus vius vkpj.k ds euksoSKkfud eku (Psychological dimensions) dks vHkh fLFkj ugha fd;k gSA
mRikn fo'ks"krk;sa (Product Characteristics)
dqN mRiknksa ds fo'ks"k xq.kksa dk Ø; laca/kh O;ogkj ij euksoSKkfud izHkko iM+rk gSA euksoSKkfud vihy ds lanHkZ esa mRiknksa
ds fuEukafdr N% oxZ fd;s tk ldrs gSa%&
m
¼d½
o
izfr"Bk mRikn (Prestige Products): os gSa tksfd cu tkrs gSa u dsoy ;s ,d Nfo ;k oS;fDrd laca/kh xq.k

.c
dks lwfpr djrs gSa oju~ mlds lkFk mudk rknkRE; LFkkfir gks tkrk gSA mnkgj.kkFkZ] ,d izfr"Bk;qDr dkj dk
LokfeRo lQyrk dk izrhd ;k fpUg ek=k ugha gS oju~ lQyrk dk lk{; Hkh gSA egaxs ?kj] dykRed oLrq,a] dqN

¼[k½
if=kdk;sa blh Js.kh esa vkrs gSaA
a
o;Ldrk mRikn (Maturity Products): os gSa ftUgsa yk{kf.kd :i ls uo;qodksa ls vyx j[kk tkrk gS] D;ksafd
m
uo;qodksa ds fy, budk iz;ksx djuk lkekftd izFkk ds fo:) gksxkA ifj.kkeLo:i] ,sls mRiknksa dk izkjfEHkd

a
iz;ksx ;g n'kkZrk gS fd miHkksDrk us izkS<+rk dk ,d fuf'pr Lrj izkIr dj fy;k gSA flxjsV] Jàxkj izlk/ku] 'kjkc

osn
vkfn blh Js.kh esa lfEefyr gSaA

czk.M blfy, pqus tkrs gSa D;ksafdy

¼x½ gSfl;r mRikn (Status Products): gSa tksfd vius iz;ksxdrkZvksa ij oxZ fo'ks"k dh lnL;rk Fkksirs gSaA dqN
miHkksDrkvksa dk ;g fo'okl gS fd ,sls czka.M~l iz;ksDrk esa lQyrk] fdLe ;k
vU; xq.k v/;kjksfir (Impute)
d djrs gSaA dgk tk ldrk gS fd izfr"Bk mRikn ÞusrkbZß ds lwpd gSa] tcfd
gSfl;r mRikn lnL;rk dsA
u os gSa tks fdlh oS;fDrd ;k lkekftd /kedh ds fuokj.k ds fy;s pqus tkrs
gSaA bl Js.kh est
¼?k½ m}sx mRikn (Anxiety Products):

iwoZof.kZrS
a lkcqu] lqaxfU/k;ka vkSj jstj lfEefyr fd;s tk ldrs gSaA ;s mRikn vagdkj dh j{kk djrs gSa] tcfd
oxksZa ds mRikn vagdkj esa o`f)A
¼p½ lq[koknh mRikn (Hedonic Products): os gSa tks fd eq[;r% bfUnz;ksa dh vihy ij fuHkZj gksrs gSaA ;g vihy
rRdkfyd gksrh gS vkSj cgq/kk laosxh Ø; (Impulse buying) dks tUe nsrh gSA bl Js.kh esa uk'rs dh ensa] vusd
izdkj ds oL=k] feBkb;ka vkSj n`';xr 'kSyh; xq.k ¼tSls fd fMtkbu o jax½ vkrs gSaA
¼N½ dk;kZRed mRikn (Functional Products): os gSa ftudk lkekftd ;k lkaLÑfrd egRo vYi gksrk gSA
vf/kdka'k eq[; [kk|kUu] Qy o lfCt;ka rFkk vusd bekjrh lkefxz;ka blh oxZ esa vkrh gaSA
izfrLi/kkZRed foi.ku dh n'kk esa mRiknksa dk oxhZdj.k vusd daiuh uhfr;ksa dks fu/kkZfjr dj ldrk gSA
mnkgj.kkFkZ] tgka vgadkj Hkkouk (Ego) dk fodkl fd;k tk ldrk gks] ogha fdlh czkaM esa miHkksDrk dh :fp
mRikn Nfo (Product image) ds vk/kkj ij fufeZr dh tk ldrh gSA Øsrkx.k vknr 'kkflr ugah gSa] fd os lgt
Øsrk O;ogkj 75

gh czk.M cny nsaxsA vr% tgka vgadkj dh Hkkouk ekStwn gS] ogka foØsrkvksa dks vfHkizsj.kkRed foØ; (Motiva-
tional Selling) ij cgqr fuHkZj jguk iM+sxkA
ÞLo&Nfoß ,d O;ogkj fu/kkZjd ds :i esa (Role of self image in Behaviour Determination)
ÞLo&Nfoß (Self Image) dk vk'k; ml rjhds ls gS ftleas fd ,d O;fDr Lo;a dks ns[krk gS vkSj lkFk gh ,d ,slk fp=k
gS tks ¼mlds erkuqlkj½ vU; yksxksa us mlds ckjs esa dfYir fd;k gqvk gSA dqN lhek rd Lo Nfo fl)kar vU; euksoSKkfud
,oa lekt 'kkL=kh; fopkjksa ls ¼ftudk o.kZu Åij fd;k tk pqdk gS½ izHkkfor gksrk gSA mnkgj.k ds fy,] ,d O;fDr dh
Lo Nfo lgt ,oa Ñf=ke nSfgd] euksoSKkfud ,oa lkekftd vko';drkvksa ls izHkkfor gksrh gSA vkfFkZd o tukafdd ?kVd
,oa lkekftd lewg dh fo'ks"krk;sa Hkh ml ij izHkko Mkyrh gSaA
miHkksDrkvksa dh Lo&Nfo;ksa dks fu/kkZfjr djuk ljy dk;Z ugah gS vkSj u gh bUgsa lqifjHkkf"kr Jsf.k;ksa esa j[kk tk ldrk
gSA O;fDr;ksa dh Lo Nfo ,d tfVy pht gS vkSj izk;% blesa ijLij fojks/kh rRoksa dk lekos'k gksrk gSA mnkgj.kkFkZ ,d
efgyk lsØsVjh ,d vksj rks viuh vk; dks ,d dq'ky] izHkko iw.kZ ,oa vewY; O;kolkf;d lEifÙk ds :i esa ns[krh gS]
fdUrq nwljh vksj vius dks vkd"kZd] lqlfTtr ,oa okaNuh; efgyk Hkh ekurh gSA ;gha ugha] fofHkUu oxksaZ ds O;fDr fofHkUu
Lo Nfo;ka j[krs gSaA
;fn ;g ekywe gks tk;s fd O;fDr dh Lo Nfo D;k gS] rks mu y{;ksa dks ekywe fd;k tk ldrk gS tksfd ml O;fDr ds

m
O;ogkj dks 'kkflr djrs gSaA fdUrq /;ku jgs fd ,d O;fDr dh Lo Nfo gesa dosy bruk crkrh gS fd mlds ^^y{;Þ D;k
gS] ;g ugah crkrh gS fd mldh Lo Nfo tSlh oSlh ÞD;ksa gS vFkok fofHkUu O;fDr;ksa dh Lo Nfo;ka fHkUu&fHkUu D;ksa gksrh
o
gSaA mlls dsoy bruk gh le>us esa lgk;rk feyrh gS fd yksx vius ckjs esa fofHkUu Lo&Nfo;kaa j[krs gSa gekjk dke gS

.c
fd O;fDr Lo Nfo D;k gS] bldk irk yxk;saA rc gh ge ;g tku ldsaxs fd mlds y{; D;k gSa vkSj cktkj esa mldk
O;ogkj D;k gksxk\
lewg izHkko (Group Influence)
a
vU; yksxksa ds lkFk miHkksDrk ds tks laca/k gksrs gSa muls miHkksDrk ds O;ogkj esa cgqr la'kks/ku gks tk;k djrk gSA euq";
m
,d lkekftd izk.kh gS vkSj lk/kkj.kr% ,dkUr esa ugha jgrkA ifj.kkeLo:i lkekftd lewg Ø; laca/kh O;ogkj ij dkQh

a
izHkko Mkyrk gSA vU; 'kCnksa esa ;gka gekjk laca/k lanHkZ lewg fl)kar (Reference Group Theory) ls gSA ;g fl)kar
lkekftd oSKkfudksa }kjk cgqr le; ls ekuk tkrk jgk gSA blds vuqlkj bl O;fDr dk O;ogkj ml lanHkZ lewg ls
n
izHkkfor gksrk gS ftlls fd og lEc) gS ;k lEc) gksuk pkgrk gSA lewg dk vkn'kZ (Group norm) ,d ,slh lanHkZ

y
voLFkk cu tkrk gS tksfd O;fDr ds fy, vuqdj.kh; gS vkSj ftlls rqyuk }kjk og viuh dk;Z fu"ifr (Performance)
dk ewY;kadu djrk gSA dksbZ Hkh fu.kZ; ysus ls iwoZ og bl ckr ij fopkj djrk gS fd leku ifjfLFkfr;ksa esa mldk lewg
d
D;k djrk vFkok ;fn og ,d vewd <ax ls fu.kZ; u ysdj fdlh nwljs <ax ls fu.kZ; ys] rks mldk lewg mlds ckjs esa

u
D;k lkspsxkA Li"V gS fd foi.ku izca/kdksa dks ml izHkko dh tkudkjh gksuh pkfg;s tksfd NksVs lanHkZ lewg ,oa cM+s

t
lkekftd oxZ miHkksDrk ds Ø; lEcU/kh O;ogkj ij Mkyk djrs gSA

S Øsrk O;ogkj ds v/;;u ds <ax

(Techniques of Studying Buyer Behaviour)
iszj.kk vuqlU/kku ds fuEu pkj <ax gSa ftueas ls fdlh ,d dks izsj.kk vuqlU/kku djus ds fy, iz;ksx fd;k tk ldrk gSA
bUgha <axksa dks Ø; izsj.kk,¡ tkuus dh fof/k;k¡ ;k miHkksDrk O;ogkj ds v/;;u ds <ax ls Hkh dgrs gSaA
izyEcu rduhdsa
(Projective techniques)
Øsrk dh Ø; izsj.kkvksa dks tkuus ds fy, bl fof/k dk iz;ksx fd;k tkrk gSA bl fof/k esa Øsrk ls bldh izsj.kkvksa ds ckjs
esa izR;{k :i ls ugha iwNk tkrk gS cfYd vizR;{k :i ls ,slh fof/k dk lgkjk fy;k tkrk gS fd ftldks ns[kdj Øsrk
Lo;a vius O;ogkj ;k Ø; iszj.kk crkus dks izksRlkfgr gks tkrk gS vkSj og vius fopkjksa dks O;Dr dj nsrk gSA bl
76 foi.ku ds fl)kUr

fof/k esa Øsrk ls vuqjks/k fd;k tkrk gS fd og Lo;a dks fdlh vU; O;fDr dh fLFkfr esa j[ks vkS ;g crk;s fd mldh
jkT; esa og vU; O;fDr bl foKkiu] oLrq ;k vU; foKkiu dh ckr ds ckjs esa D;k lkspsxk ;k dgsxkA dHkh&dHkh Øsrk
ls ,d iw.kZr% {kfrjfgr ifjfLFkfr esa viuk fopkj O;Dr djus dks dgk tkrk gSA bl fof/k dks viukus ls Øsrk dh okLrfod
Hkkouk,¡] iszj.kk,¡ o fo'oklksa dks Kkr fd;k tk ldrk gSA eq[; izyEcu izfØ;k,¡ (Projective techniques) fuEu gS%&
1- fpÙk dk vkRe&Kku lEcU/kh ijh{k.k (Thematic apperception test): ijh{k.k dh bl fof/k esa fp=kksa dk
iz;ksx gksrk gSA blesa mÙkj nsus okys dks ,d&,d djds rLohjsa nh tkrh gSa vkSj mlls rLohj ds lEcU/k esa dgkuh
lqukus ds fy, dgk tkrk gSA tks dqN mlds }kjk dgk tkrk gSA mldks ,d fo'ks"kK vafdr dj ysrk gS tks ckn
esa budk fo'ys"k.k djrk gSA ;gk¡ tks dqN mÙkj] mÙkj nsus okys }kjk fn;k tkrk gS og mldk Lo;a dk ugha gksrk
gS cfYd og ml rLohj ds ckjs esa gSa tks mldh Hkkoukvksa dks O;Dr djrh gSaA ml ijh{k.k ds <ax dks fp=k dk
vkRe&?kkr lEcU/kh ijh{k.k (T. A. T) Hkh dgrs gSaA
2- okD; iw.kZ ijh{k.k (Sentence completion test): bl rjhds esa mÙkj nsus okys ds le{k dqN okD; j[ks tkrs
gSa vkSj mudks iwjk djus ds fy, dgk tkrk gS( tSls] ÞeSa ^usLdsQs dkWQh dk iz;ksx djrk gw¡ D;ksafd --------------------
AÞ ,d O;fDr Þdksdk dksyk blfy, ilUn djsxk D;ksafd --------------------------AÞ bu okD;ksa dks iwjk djrs le; ,d
O;fDr viuh izsj.kkvksa dks iznf'kZr djrk gSA

m
3- dkVwZu ijh{k.k (Cartoon test): bl i)fr esa mÙkj nsus okys ds le{k ,d dkVwZu o viw.kZ 'kh"kZd j[ks tkrs gSa
vkSj mlls ;g dgk tkrk gS fd og dkVwZu dks ns[k viw.kZ 'kh"kZd okD; dks iwjk djsA ,slk djus esa ;g le>k
tkrk gS fd og viuh vkUrfjd izsj.kkvksa dks O;Dr dj jgk gSA
o
.c
4- 'kCn&la;ksx ijh{k.k (Word association test): ;g ,d izdkj dk [ksy lk gSA blesa oLrq ds lEcU/k es ,d
'kCn vuqlU/kkudrkZ }kjk dgk tkrk gS vkSj mÙkj nsus okys ls ;g vis{kk dh tkrh gS fd og ml 'kCn dks crk;s

5-
a
tks lcls igys efLr"d esa mÙkj nsus ds fy, vkrk gSA blesa mÙkj nsus ds fy, dqN lsd.M gh fn;s tkrs gSaA
;qxy&fp=k ijh{k.k (Paired pictures test): ijh{k.k ds bl <ax esa rLohjkas ds tksM+ dk iz;ksx gksrk gSA mÙkj
m
nsus okys ds le{k nks rLohjsa j[kh tkrh gSa tks ,d&nwljs ls fHkUu gksrh gSa vkSj mlls dgk tkrk gS fd buesa ls

a
fdlh ,d ds ckjs esa fVIi.kh djsA mnkgj.k ds fy,] ,d O;fDr ds le{k nks rLohjsa j[kh tkrh gSa ftuesa ls ,d
rLohj es ,d ;qorh fQfyi jsfM;ks ds cVu dks [kksyrh gqbZ fn[kk;h tkrh gS vkSj nwljs esa cq'k jsfM;ks ds cVu
n
[kksyrh gqbZA vc mlls dgk tkrk gS fd og buesa ls fdlh Hkh ;qorh ds ckjs esa dqN dgsA ,slk djus ls ml

y
O;fDr dh vkUrfjd iszj.kk dk irk yx tkrk gSA
lk{kkRdkj rduhdsa
d
izsj.kk vuqlU/kku ds bl rjhdsu
(Interview Techniques)

t dk mi;ksx cgqr vf/kd fd;k tkrk gSA bleas HksaVdrkZ mÙkj nsus okys ls lgt okrkoj.k

izlax ls gV tk; S
esa ckrphr djrk gS vkSj mlds }kjk tks Hkh crk;k tkrk gS mldks fy[k ysrk gS A mÙkj nsus okyk ckrphr djrs le;
blfy, mldks Vksdk tk ldrk gS vU;Fkk mÙkj nsus okys dks Vksdk ugha tkrkA bl i)fr ls iz'u djus
ls xgjkbZ rd igq¡p ldrs gSa rFkk oLrqvksa dh dfe;ksa ,oa vkykspukvksa dk Hkh irk yxk ldrs gSaA blhfy, bldks xgu
lk{kkRdkj iz.kkyh Hkh dgrs gSA bl i)fr ls fudkys gq, fu"d"kZ vf/kd fo'oklizn ekus tkrs gSaA ysfdu blesa vko';drk
bl ckr dh gS fd HksaVdrkZ cgqr gh dq'ky o O;kogkfjd gksuk pkfg, ftlls fd og mÙkj nsus okys ds lkFk ?kqy&fey
tk;s vkSj lgh lwpuk,¡ izkIr dj ldsA
iz'ukoyh rduhd
(Questionnaire technique)
;g ,d ijeijkxr rjhdk gS ftlesa dqN iz'uksa dh iz'ukoyh cuk;h tkrh gS vkSj fQj mldks dqN pqus gq, miHkksDrkvksa
ds ikl bl izkFkZuk ds lkFk Hkst fn;k tkrk gS fd os ml iz'ukoyh dks Hkj dj Hkst nsaA dHkh&dHkh miHkksDrk bl iz'u
Øsrk O;ogkj 77

dk mÙkj Hkstuk Vky tkrk gS ;k og mlds Hkstus esa :fp ugha ysrk gS ;k mldh le> esa iz'u gh ugha vkrs rks ,slh fLFkfr
es vuqlU/kkudrkZ dks Lo;a gh mu miHkksDrkvksa ls lEidZ LFkkfir djuk pkfg, rFkk lwpuk,¡ izkIr djuh pkfg,A
vuqHko ,oa Kku rduhd
(Experience and Knowledge technique)
foi.ku vf/kdkjh dk vuqHko o Kku Hkh Ø; iszj.kkvksa dk irk yxkus ds fy, dke esa yk;k tk ldrk gSA os Lo;a gh ;g
fu/kkZfjr dj ldrs gSa fd miHkksDrk esa D;k Ø; izsj.kk,a jgh gSaA

Ø;&izsj.kk;sa
(Buying-Motives)
^Ø;&iszj.kk* ls vk'k;
(Meaning of Buying Motives)
ÞØ; izsj.kk og 'kfDr gS tks Øsrk dks viuh vko';drkvksa dh lUrqf"V gsrq fdlh oLrq vFkok lsok dks [kjhnus dh izsj.kk
nsrh gSAÞ fofy;e ts- LVsUVu us fy[kk gS fd Þ,d izsj.kk ml le; Ø;&izsj.kk cu tkrh gS tc O;fDr fdlh oLrq ds Ø;

m
}kjk lUrqf"V izkIr djus dk iz;Ru djrk gSAÞ Mh- ts- M~;wfju ds vuqlkj] ÞØ; izsj.kk,¡ os izHkko vFkok fopkj gSa tks Ø;
djus] dk;Z djus vFkok oLrqvksa ;k lsokvksa dh [kjhn es ilUnxh dks fu/kkZfjr djus gsrq iszj.kk iznku djrs gSAÞ1 Li"V gS
o
fd ^Ø;&iszj.kk* og 'kfDr] izHkko] fopkj] míhiu] pkyd vFkok ykylk gS tks Øsrkvksa dks mudh vko';drkvksa dh lUrqf"V

.c
gsrq fof'k"V oLrqvksa vkSj lsokvksa dks [kjhnus dh izsj.kk nsrh gSAß
Ø;&iszj.kkvksa dk oxhZdj.k
(Classification of Buying Motives)
a
cqf) ds vuq:i O;ogkj djrk gSA ;gh dkj.k gS fd foi.ku m
izR;sd lkekU; O;fDr Lofgr es :fp j[kus okyk gksrk gS vkSj Lo;a dh bPNkvksa] Hkkoukvksa] pkydksa ykylkvksa] lk/kuksa vkSj
{ks=k esa] fofHkUu izdkj dh Ø;&izsj.kk,¡ vkSj Ø;&O;ogkj
fn[kkbZ nsrs gSaA fddZisfVªd us Li"V 'kCnksa esa fy[kk gS fda Þcqfu;knh Ø;&iszj.kk,¡ fdruh gSa u rks bl ij gh erSD; gS vkSj

bPNk ls vfHkizsfjr gksrk gSaAÞ oLrqr% Øsrkvksa dksn

u gh inkoyh ijAÞ brus ij Hkh mudk fopkj gS fd Þgj O;fDr viuh lUrqf"V;ksa dks vf/kdre djus dh ,d ek=k cqfu;knh

ldrh gSa& ¼ ½ vf/kdkj dh bPNk ,oa vuqey

2
vfHkizsfjr djus okyh Ø;&izsj.kk,¡ rhu izsj.kk&;qXeksa esa foHkDr dh tk
1 ksnu dh bPNk] ¼ ½ gkfu gksus dk Hk; ,oa ykHk gksus dh vk'kk] rFkk ¼ ½ vkuUn
2 3
dk miHkksx ,oa ihM+k fuokj.kA 3
d
u
pkYlZ ch- jksFk dk fopkj gS fd ÞHkw[k] LoHkko] ;kSu] bZ";kZ] Hk;] Mkg] la?k"kZ] mRlqdrk] lkekftd izHkqRo] izse] vfHkeku] vkjke]

tkfr&laj{k.k t
yksHk vkSj oS;fDrd izxfr lkekU; izsj.kk,¡ gSaA bZ- th- esdkFkhZ dh ekU;rk gS fd Þpsrukvksa dh lUrqf"V
4
(Satisfaciton of

,oa laS
senses), (Preservation of Species), Hk;] vkjke vkSj euksjatu] xoZ] feyulkfjrk foy{k.krk
(Sociability),
(Curiosity) ?k"kZ
(Striving) izeq[k Ø;&izsj.kk,¡ gSaAÞ fofy;e th- dkVZj }kjk rS;kj dh xbZ Ø;&izsj.kk lwph crykrh
5

gS fd Þeqnzk vfHk;ku] izkfIr&bPNk

(Acquisitiveness), izfr}fU}rk] Jàxkj] LoPNk] laxzg.k ;k ifjxzg] euksfouksn] fuekZ.k]
lgp;Z] ekufld laLÑfr] Lohdj.k&izof` Ùk (Approbativeness), egÙodka{kk] lEeku] Lusg] lkekftd miyfC/k] jksekUl]

1
"Buying motives are those influences or considerations which provide the impulse to buy, induce action or determine choice in the
purchase of goods or services." — D. J. Durian
2
Kirk Patrick: "Salesmanship", p. 176, 1970.
3
Ibid., p. 176.
4
Charles B. Roth: 'Prefessional Salesmanship', p. 73.
5
E. J. McCarthy: Marketing : A Managerial Approach'.
78 foi.ku ds fl)kUr

lq[k] lkSUn;Z&:fp;k¡] ;kSu] udy foy{k.krk] Lo&j{k.k] lgkuqHkwfr] vkHkkj (Gratitude), ns'kHkfDr vkfn izeq[k Ø;&izsj.kk,¡
gSA6
eSfYou ,l- gSVfod us Ø;&izsj.kkvksa dks fuEu nks Jsf.k;ksa esa oxhZÑr fd;k gSA
1- izkFkfed Ø;&izsj.kk,¡ (Primary Buying Motives)— buesa [kkuk o ihuk] lq[k] foijhr ;kSukd"kZ.k] fiz;tuksa
dk dY;k.k] Hk; o [krjs ls eqfDr] Js"B cuus dh bPNk] lkekftd vuqeksnu] nh?kkZ;q vkfn dks lfEefyr fd;k
x;k gSA
2- xkS.k vFkok lgk;d Ø;&izsj.kk,¡ (Secondary Buying Motives)— buesa lkSnsckth] lwpuk] LoPNrk]
dk;Zdq'kyrk] lqfo/kk] fuHkZjrk] fdLe] 'kSyh] lkSUn;Z ferO;f;rk] ykHk] foy{k.krk vkfn dks lfEefyr fd;k tk
ldrk gSA
lqfo/kk dh n`f"V ls Ø;&izsj.kkvksa dks fuEufyf[kr Jsf.k;ksa esa foHkDr fd;k tk ldrk gS& (i) HkkSfrd] euksoSKkfud ,oa
lkekftd Ø;&izsj.kk;sa( (ii) vftZr ,oa vUroZrhZ Ø;&izsj.kk;sa( (iii) mRikn ,oa laj{k.k Ø;&izsj.kk;sa( (iv) izkFkfed ,oa
p;ukRed Ø;&izsj.kk;sa( (v) tkx:d ,oa lqIr Ø;&izsj.kk;sa ,oa (vi) foosdkRed ,oa HkkoukRed Ø;&izsj.kk;saA izR;sd
dk mYys[k bl izdkj gS&
HkkSfrd] euksoSKkfud ,oa lkekftd Ø;&izsj.kk,a
(Physical, Psychological and Sociological buying motives) m
o
miHkksDrk&vfHkizsj.k vuqla/kku dk;Z djus okys O;fDr;ksa dk dguk gS fd miHkksDrk] 'kkjhfjd ;k HkkSfrd] euksoSKkfud ,oa

.c
lkekftd Ø;&izsj.kkvksa dh izfropu (Response) iznf'kZr djrs gSaA Øsrk&O;ogkj ls lEc) fl)kUr Hkh bu izsj.kkvksa
ds egÙo dks vfHkO;Dr djrs gSaA HkkSfrd fØ;k izsj.kk,¡ Hkw[k] I;kl] uhan] ;kSu] vkjke ,oa thou lapkyu ls lEc) izsj.kkvksa
a
dks Lo;a esa lfEefyr djrh gSA euksoSKkfud Ø;&izsj.kk;sa O;fDrijd gksrh gSa vkSj buesa xoZ] Hk; vkfn izsj.kkvksa dks
lfEefyr fd;k tkrk gSA lkekftd Ø;&izsj.kk;sa orZeku ,oa visf{kr lkekftd fLFkfr ls lEc) izsj.kkvksa dk lewg
gksrh gSaA
m
vftZr ,oa vUrZorhZ Ø;&izsj.kk;sa
a
(Acquired or Inherent buying motives)
n
Ø;&izsj.kk;sa] ,slh izsj.kk;sa gSa tks lh[kh gqbZ y
lexz Ø;&iszj.kkvksa dh vftZr ,oa vUroZrhZ Ø;&izsj.kkvksa dks nks Jsf.k;ksa esa foHkDr fd;k tk ldrk gSA vftZr
gSa vkSj Øsrkvksa ds okrkoj.k ls lEcfU/kr gksrh gSaA bUgsa ^xkS.k* vFkok
^lgk;d* Ø;&izsj.kk;sa Hkh dgk x;kd
(Learned)
gSA miHkksDrk dks bu Ø;&izsj.kkvksa dk fodkl djuk gksrk gSA os vius lkekftd

dk;Zdq'kyrk] ykHk] LoPNrk] u

ifjos'k ,oa okrkoj.k dks ns[kdj bu Ø;&izsj.kkvksa dk fodkl djrs gSaA bu Ø;&izsj.kkvksa esa ferO;;rk] lwpuk;sa]

t lqfo/kk] fdLe] fo'oluh;rk ;k fuHkZjrk] lkSUn;Z QS'ku] fVdkÅiu] foy{k.krk] lkekftd

ewY;kadu vk/kkj S
izfr"Bk] ekU;rk vkfn dks lfEefyr fd;k tk ldrk gSA miHkksDrkvksa dks buesa feyus okyh lUrqf"V gh bu izsj.kkvksa dk
cukrh gSA bu Ø;&iszj.kkvksa ij lkekftd&vkfFkZd fLFkfr;k¡ vkSj f'k{kk Lrj ij egÙoiw.kZ izHkko
Mkyrs gSaA
vUrZorhZ Ø;&izsj.kk;sa] ,slh izsj.kk;sa gSa ftUgsa lh[kuk ugha iM+rk gSA blds foijhr] ;s izsj.kk;sa gj Øsrk esa tUe ls gh fo|eku
gksrh gSA gj lkekU; O;fDr bu izsj.kkvksa ds lkFk gh tUe ysrk gS vFkok mudks fodflr djus dh {kerk ds lkFk tUe
ysrk gSA bu izsj.kkvksa esa HkkSfrd] euksoSKkfud ,oa lkekftd vko';drkvksa dks iwjk djus gsrq vko';d oLrqvksa vkSj lsokvksa
dh [kjhn dks izksRlkfgr djus okyh izsj.kkvksa dks lfEefyr fd;k tkrk gSA vU; 'kCnksa esa Hkw[k] I;kl] uhan] vkjke] iz'kalk]
'kfDr&izkfIr] lqj{kk] ØhM+k ,oa vkuUn] vfLrRo&j{k.k] fiz;tuksa dk dY;k.k vkfn ls lEc) iszj.kk;sa vUroZrh Ø;
izsj.kk;sa gSaA
6
William G. Carter: "Sales Counter Craft", p. 111.
7 See for detail Malvin S. Hatvick: "How to Use Psychology for Better Advertising."
Øsrk O;ogkj 79

la{ksi esa] ;g dgk tk ldrk gS fd vUroZrhZ Ø;&izsj.kk;sa lgt ,oa ewy ekuoh; izof` Ùk;ksa (Basic human instincts) ls
lEcU/k j[krh gSa] tcfd vftZr Ø;&izsj.kk;sa okrkoj.k ls lEcfU/kr gksrh gSaA vUroZrhZ Ø;&izsj.kk;sa izkFkfed izsj.kk;sa gSa
vkSj vR;f/kd Li"V gSa] lqfuf'pr gSaA fdUrq] vftZr Ø;&izsj.kk;sa xkS.k izsj.kk;sa gS vkSj vis{kkÑr de Li"V gSaA
mRikn ,oa laj{k.k Ø;&izsj.kk;sa
(Product and Patronage Buying Motives)
mRikn Ø;&izsj.kk;sa] os izsj.kk;sa gSa tks fdlh fof'k"V mRikn dh [kjhn gsrq izksRlkfgr djrh gSaA ,slk izksRlkgu ml fof'k"V
oLrq ds HkkSfrd vFkok euksoSKkfud vkd"kZ.kksa ls mRiUu gksrk gSA oLrq dh fMtkbu] jax] vkdkj] fu"iknu] iSdst vFkok
dher mRikn Ø;&izsj.kkvksa dk vk/kkj gksrh gSA
laj{k.k Ø;&izsj.kk;sa os izsj.kk;sa gSa tks Øsrkvksa dks fdlh fof'k"V foØsrk ls gh oLrq,¡ Ø; djus dks izksRlkfgr djrh gSaA
foØsrkvksa esa fuekZrk] Fkksd O;kikjh] QqVdj O;kikjh vkSj QqVdj foØsrk lHkh lfEefyr gksrs gSaA foØsrkvksa esa fuekZrk] Fkksd
O;kikjh] QqVdj O;kikjh vkSj QqVdj foØsrk lHkh lfEefyr gksrs gSaA dksiyS.M fy[krs gSa fd ÞmiHkksDrk vkSj e/;LFk nksuksa
gh [kjhn djrs le; mu ?kVdksa dsk vf/kd egÙo nsrs gSa tks fd izR;{k :i ls oLrqvksa ls lEcU/k ugha j[krs gSa] cfYd os
foØsrvksa ds lkFk vius fiNys vuqHkoksa vFkook lrr~ Hkkoh lEcU/kksa dh leL;k ls lEc) gksrs gSaA bu ?kVdksa dks gh
laj{k.k&izsj.kk;sa dgk tkrk gSAÞ8 dksiySaM ds fopkjkuqlkj foØsrk dh fo'oluh;rk] lqiqnZxh esa le; dh ikcUnh] lqiqnZxh
m
esa 'kh?kzrk] oLrqvksa ls iw.kZ lUrqf"V] fofHkUu fdLesa vkSj fo'oluh; ejEer lsokvksa dh bUthfu;fjax ,ao fMtk;fuax os ?kVd

o
gSa tks laj{k.k Ø;&izsj.kkvksa ds vk/kkj gSaA9 fddZiSfVªd fy[krs gSaA fd foØsrk&Øsrkvksa dks lsokvksa] nqdku dh fLFkfr

.c
(Location) fofHkUu fdLesa (Assortment), deZpkjh] ikjLifjd lkStU;rk] ,oa dher ds vk/kkj ij viuh gh nqdku ls
oLrq,¡ [kjhnus dh izsj.kk;sa nsrs gSaA ftUgsa laj{k.k Ø;&izsj.kk,¡ dgk tkrk gSA3 izn'kZu] ltkoV] m/kkj lqfo/kk;sa] okilh

a
lqfo/kk;sa] x`g lqiqnZxh] [;kfr vkfn Hkh os ?kVd gSa tks laj{k.k Ø; izsj.kkvksa ds vk/kkj ij curs gSaA
la{ksi esa] ;g dgk tk ldrk gS fd mRikn Ø;&izsj.kk;sa] mRikn dh fo'ks"krkvksa vkSj xq.kksa ls lEcfU/kr gksrh gSa vkSj ,slh
m
fo'ks"krkvksa vFkok xq.kksa dks xzkgdksa ds vkd"kZ.k dk vk/kkj ekurh gSa tcfd laj{k.k Ø;&izsj.kk;sa] foØsrk dh [;kfr] nqdku

a
dh fLFkfr] mlds }kjk iznÙk lsokvksa ,oa lqfo/kkvksa] fofHkUu fdLeksa dh miyfC/k] bZekunkjh vkSj mlds foØsrkvksa ds O;ogkj
dks Øsrkvksa ds vkd"kZ.k vkSj mldh nqdku ls oLrq&Ø; dh lEHkkoukvksa dks vk/kkj cukrh gSaA
izkFkfed ,oa p;ukRed Ø;&izsj.kk;sa n
(Primary and Selective Buying Motives) y
d
izkFkfed Ø;&izsj.kk;sa] os Ø;&iszj.kk;sa gSa tks oLrqvksa ds Ø; lkekU; Ø; gsrq izsj.kk nsrh gSA4 mnkgj.k ds fy, jsfM;ksa

u
vFkok Vsfyfotu vFkok dkj vFkok eksVjlkbfdy vkfn ds Ø; dks izksRlkfgr djus okyh izsj.kk;sa ^izkFkfed Ø;&izsj.kk,¡*

t
dgykrh gSaA ;s izsj.kk;sa oLrqvksa dh lkekU; ek¡x dks c<+kus okyh ekuh x;h gSa vkSj fdlh czk.M fo'ks"k dh [kjhn gsrq izsj.kk
ugah nsrh gSaA
S
p;ukRed Ø;&izsj.kk;sa] os izsj.kk;sa gSa tks fdlh fof'k"V czk.M dh [kjhn ds fu.kZ; dks izHkkfor djrh gSaA5 vU; 'kCnksa esa
fdlh czk.M dh [kjhn dks izksRlkfgr djus okyh izsj.kk;sa] p;ukRed Ø;&izsj.kk;sa dgh tkrh gSaA mnkgj.k ds fy, ,tnh
eksVj lkbfdy vFkok ctkt LdwVj vFkok fgUn lkbfdy vFkok ejQh jsfM;ks ds Ø; gsrq izksRlkfgr djus okyh iszj.kkvksa
dks p;ukRed Ø;&izsj.kk,¡ dgk x;k gSA fddZisfVªd us p;ukRed Ø;&izsj.kkvksa ds {ks=k dks O;kid cukrs gq, mlesa dsoy

1. H.R. Tosdal, "Principles of Personal Selling", pp. 106-107.

2. Lbid., p. 311
3. Kirk Patrick, op. cit., p. 178.
4. Lipson and Darling, "Introduction to Marketing : An Administrative Approach, "1971, p. 343.
5. lbid., p. 343.
80 foi.ku ds fl)kUr

czk.M p;u dks gh ugha] vfirq foØsrk p;u dks Hkh lfEefyr djus ij cy fn;k gSA os fy[krs gSa fd Þp;ukRed fopkj
miHkksDrk dh czk.M ilUnxh] lzksr ¼fuekZrk vkSj @ ;k QqVdj ilUnxh vFkok foØ;&O;fDr ilUnxh½ dks vknsf'kr
djrs gSaAÞ1
tkx:d ,oa lqIr Ø;&izsj.kk;sa
(Conscious and Dormant Buying Motives)
^tkx:d Ø;&izsj.kk,¡] ^os izsj.kk,¡ gSa ftUgsa Øsrk foi.ku fØ;kvksa dh lgk;rk ds fcuk gh Li"VrkiwoZd igpku ysrs gSa vkSj
vfHkO;fDr djrs gSaA2 vU; 'kCnksa esa] lpsrdj /kjkry ij fo|eku vko';drkvksa dh iwfrZ gsrq Øsrkvksa dh [kjhn dks
izksRlkfgr djus okyh Ø;&izsj.kk;sa ^tkx:d izsj.kk,¡* dgh tkrh gSaA ;s izsj.kk,¡ Lor% gh Øsrkvksa ds efLr"d esa mRiUu gksrh
jgrh gSA ckgjh okrkoj.k dh vko';drk bu izsj.kkvksa dh mRifÙk fd fy;s vis{kkÑr de gksrh gSaA fdUrq ckgjh okrkoj.k
,oa foi.ku dk;ZØe bu Ø;&iszj.kkvksa esa rhozrk iSnk dj ldrs gSaA
^lqIr Ø;&izsj.kk;sa]* ^os iszj.kk,¡ gSa ftUgsa Øsrk ml le; rd ugah igpku ikrs gSa tc rd fd foi.ku fØ;kvksa }kjk mudk
/;ku Ø;&iszj.kkvksa dh vksj vkÑ"V u fd;k tk;sAÞ3 ;s iszj.kk;sa mu vko';drkvksa dh iwfrZ gsrq Øsrkvksa dk /;ku vkÑ"V
djrh gSa ftuds ckjs esa Øsrkvksa dks Lo;a gh /;ku ugha gksrk gs vkSj tks vpsru /kjkry ij fo|eku gksrh gSaA

m
foosdkRed ,oa HkkoukRed Ø;&izsj.kk;sa

o
(Rational and Emotional Buying Motives)
^foosdkRed Ø;&izsj.kkvksa* dks vkfFkZd Ø;&izsj.kk,¡ Hkh dgk x;k gSA bu Ø;&izsj.kkvksa ds ihNs ;g ekU;rk gS fd O;fDr

.c
vkfFkZd euq"; gS vkSj vius mís';ksa dh iwfrZ ds fy;s foosdiw.kZ rjhds ls dk;Z djrk gSA og tks dqN [kjhnrk gS
lksp&le>dj fdQk;r ds lkFk [kjhnrk gSA oLrqvksa vkSj lsokvksa dh [kjhn djrs le; og foosd] cqf) rdZ&'kfDr ,oa
a
miyC/k lwpukvksa dk iwjk&iwjk mi;ksx djrk gSA [kjhn esa Hkkoukvksa dks og dksbZ LFkku ugha nsrk gSA bu dFkuksa dk ;g

m
rkRi;Z ugha gS fd Øsrk dh gj [kjhn foosdlEer gksrh gSA O;ogkj esa] vusd ckj Øsrk Hkkoukvksa esa cgdj vFkok
laosxk/khu gksdj oLrq Ø; dj ysrs gSaA vkSj Ø; dks fodosdiw.kZ crykus ds fy, ;qfDr;qDr dkj.k <wa<rs jgrs gSaA
a
Øsrk&O;ogkj dh vkfFkZd fopkj/kkjk crykrh gS fd [kjhn djrs le; ferO;f;rk] fVdkÅiu] dq'kyrk] lgk;d lsokvksa

n
dh fo'oluh;rk vkfn ?kVdksa dks vk/kkj cukdj Øsrk oLrq Ø; djrs gSaA vkS|ksfxd mRiknksa] ljdkjh {ks=kksa] forjdksa ,oa
xSj&ljdkjh laLFkkvksa }kjk dh tkus okyh [kjhn iw.kZr% foosd&lEer ekuh x;h gSA4 fyilu ,oa Mkjfyax us fy[kk gS fd
y
ÞfoosdkRed Ø;&izsj.kk;sa lko/kkuh] rdZ&'kfDr ,oa Lo&vuqeksnu ls tqM+h gqbZ gSaA bu izsj.kkvksa esa cguh; lqfo/kk

d
(Handliness), mi;ksx o ifjpkyu esa dq'kyrk] mi;ksx esa fuHkZjrk] fo'oluh; lgk;d lsok;sa] lEifÙk dh mRikndrk esa

^HkkoukRed Ø;&izsj.kk;sa* os izu

o`f) vkSj ferO;;h Ø; ;k miHkksx tSlh izsj.kkvksa dks lfEefyr fd;k tkrk gSAÞ 5

gSaA ;s Ø;&izsj.kk;sa foost

sj.kk;sa gSa tks Øsrkvksa dh Hkkoukvksa dks fof'k"V oLrqvksa vFkok lsokvksa dh [kjhn gsrq mdlkrh
d] cqf) ;k rdZ ds nk;jksa ij gksrh gSa vkSj euq"; dh Hkkoukvksa ls] mlds laosxksa ls lh/kk
S
lEcU/k LFkkifr djrh gSaA fyilu ,oa Mkjfyax ds vuqlkj] Þbu Ø;&izsj.kkvksa esa bfUnz;ksa dh lUrqf"V] tkfr&j{k.k] Hk;]
vkjke ,oa euksjatu] xoZ] feyulkfjrk] m|e jgL; ds izfr mRlqdrk vkfn iszsj.kkvksa dks lfEefyr fd;k tk ldrk gSAÞ 6

;|fi HkkoukRed Ø;&izsj.kkvksa dh dksbZ lEiw.kZ lwph vc rd rS;kj ugha dh xbZ gS] fQj Hkh bu izsj.kkvksa esa vxzfyf[kr
dks izeq[kr% lfEefyr fd;k tk ldrk gS&
1. Kirk Patrick, op., cit., p. 177.
2. Lipson and Darling, p. 343
3. lbid., p. 343.
4. Kirk Patrick, op. cit., p. 178.
5. Lipson and Darling, p. 342.
6. lbid., p. 342
Øsrk O;ogkj 81

bfUnz;ksa dk ifjrks"k.k
(Gratification of Senses)
foi.kudÙkkZ bfUnz;ksa ds ifjrks"k.k lEcU/kh Ø;&izsj.kkvksa dh miyfC/k gsrq Li'kZ] :i] xU/k] 'kCn ,oa Lokn tSlh cqfu;knh
psrukvksa dks tkxzr djus dk iz;kl djrs gSaA Ø;&izsj.kkvksa ds bl lewg esa izeq[kr% {kq/kk dh lUrqf"V ,oa Lokniw.kZ Hkkstu
dh bPNk] O;fDrxr vkjke] ;kSu lq[k dh fyIlk vkfn Ø;&izsj.kkvksa dks lfEefyr fd;k tk ldrk gSA
cMs+s&cM+s gksVy] dsUVhusa] jsLrjk¡ rFkk Hkkstuky; {kq/kk lUrqf"V vkSj Lokfn"V Hkkstu] vYikgkjkfn ds fofo/k vk'oklu nsdj
Øsrkvksa dks muds ;gk¡ fuefU=kr djrs gSaA pk;] dkWQh] flxjsV] [kqyh ,oa fMCckcUn [kk| oLrq,¡] rS;kj&feJ.k vkfn oLrq,¡
vR;f/kd lUrqf"V] lqfo/kk rFkk lq[k iznku djus dk opu nsrh gSa vkSj xzkgdksa dks mudh [kjhn ds fy, izsfjr djrh gSaA
rktegy ds vk¡xu esa thurveku dks pk; ihrs vkSj fiykrs gq, fn[kkdj O;olk;h xzkgdksa dks oSlk gh lq[k rktegy
pk; [kjhn dj iznku djus dh izsj.kk nsrs gSaA
Muyi fiyksa] ^;w&Qkse* cs'kdherh oL=k ,oa dkyhusa] dwyj] ia[ks] ,;jdaMh'kulZ] vusd izdkj dh vkS"kf/k;k¡] Ýht] dkjsa
lksQklsV~l vkfn oLrqvksa ds foi.kudÙkkZ vkjke ,oa lqfo/kk miyC/k djkus ds vk'oklu nsdj Øsrkvksa dks mudh [kjhn
gsrq izksRlkfgr djrs gSaA e/;eoxhZ; vkSj mPp&oxhZ; Øsrkvksa dks bu oLrqvksa dk foØ; vklkuh ls fd;k tk ldrk gSA

m
;kSu lq[k rFkk jksekUl ls lEcU) bPNkvksa] vkdka{kkvksa] egÙodka{kkvksa vkfn dh lUrqf"V dks vfHko`f)r djus okyh oLrq,¡
Hkh Øsrkvksa ds fy, ,sfUnzd lq[k dk lk/ku gksrh gSaA blfy,] lqUnj oL=k] 'kjhj dks vkd"kZd cukus okys midj.k] vkHkw"k.k]
o
u`R;] pyfp=k] dkeksÙkstd lkfgR;] vkfn ds foØsrk vkSj fuekZ.k] Øsrkvksa dks egkure ,sfUnzd lq[k dh miyfC/k dk

.c
vk'oklu nsdj oLrqvksa dh [kjhn gsrq Øsrkvksa dks izksRlkfgr djrs gSaA bu Ø; izsj.kkvksa dh miyfC/k esa foKkiu egÙoiw.kZ
Hkwfedk fuHkk jgs gSaA vf/kdka'k foKkiu ekuo&eu dh ;kSu lq[k izkfIr dh fyIlk dks c<+kus gsrq ;kSu izrhdksa ds :i esa oLrqvksa
a
dh mi;ksfxrkvksa dks iznf'kZr dj jgs gSaA dksdk&dksyk] fjef>e] foYl flxjsV] yDes osusf'kax Øhe rFkk yDesa ysosaMj VsYd
ds foKkiu ;kSu bPNkvksa dh iwfrZ ds egku lk/kuksa ds :i esa oLrqvksa dks izdV dj jgs gSa vkSj Øsrkvksa dks vkÑ"V dj jgs
gSaA orZeku esa lsDl ,d izeq[k Ø; izsj.kk curk tk jgk gSA
m
tkfr laj{k.k
a
(Preservation of Species)
n
y mu oLrqvksa vkSj lsokvksa ds Ø; ds fy, Øsrkvks dks izksRlkfgr dj
ekuo&tkfr vius laj{k.k ,ao lrr~ fodkl dh izcyre bPNk j[krh gSA bl bPNk dh iwfrZ gsrq euq"; fookg djrs gSa vkSj
lekt dks LoLFk lUrku iznku djrs gSaA foi.kudrkZ
ldrs gSaA ftudh lgk;rk ls oSokfgd d thou lQyrk ds lkFk lrr~ :i ls pyrk jgrk gS vkSj cPpksa dk Hkyh izdkj

dks vius thou&lkfFk;ksa dksu

ikyu&iks"k.k gksrk jgrk gSA fookg ls iwoZ rFkk fookg ds ckn oSokfgd thou dh lQyrk ,oa fujUrjrk ds fy, O;fDr;ksa

t vusd oLrq,¡ [kjhndj nsuh iM+rh gSa vkSj 'kknh dh o"kZxkaB ij Hkh nsuh iM+rh gSaA blds

izdkj ds f[kykSus]S
vfrfjDr cPpksa ds izfr gj ekrk&firk esa tks mRdV Lusg vkSj izse gksrk gS mldks Hkh vk/kkj cukdj foi.kudrkZ vusd
feBkbZ;k¡] fcLdqV] foVkfeu] rS;kj oL=k] f'k{k.k lkexzh] VkfQ;k¡] twrs] Nkrs] vkfn ds Ø; gsrq Øsrkvksa
dks izsfjr dj ldrs gSaA
Hk; vFkok lqj{kk
(Fear or Safety)
Hk; ls eqfDr ,oa [krjksa ls lqj{kk ekuo dh izcyre Hkkouk gksrh gS tks euq"; dks fnu&jkr mu oLrqvksa vkSj lsokvksa ds
Ø; gsrq izksRlkfgr djrh gS ftuls og Hk;&eqDr gks lds] [krjksa ls cpk jg lds] vkSj Loa; dks lqjf{kr vuqHko dj ldsA
;gh dkj.k gS fd vkt foi.kudrkZ] bl udkjkRed fdUrq 'kfDr'kkyh Ø;&izsj.kk dk gj lEHko ykHk mBkdj ukuk izdkj
dh oLrq,¡ cspus esa lQyrk gkfly dj jgs gSaA mnkgj.k ds fy, va/ksjs ls cpus ds fy, VkpZ csph tk jgh gSA taxyh tkuojksa
rFkk nq'euksa ls cpko ds fy, fiLrkSy csph tk jgh gSA nk¡rks dks fxjus ls cpkus ds fy, VqFk cz'k ,oa isLV csps tk jgs gSaA
82 foi.ku ds fl)kUr

Ropk dh lqj{kk ds fy, ikmMj vkSj Øhe csph tk jgh gSA ckyksa dks fxjus ,oa lQsn gksus ls cpkus ds fy, rsy] 'ksEiw
vkfn csps tk jgs gSaA e`R;q ds ckn ifjokj ds lnL;ksa dh lqj{kk gsrq chek ikWfylht csph tk jgh gSaA vkx] nq?kZVuk pksV
vka/kh rwQku vkfn ls gksus okyh {kfr dh iwfrZ gsrq O;kolkf;d chek iy] nq?kZVuk lqj{kk chek i=k csps tk jgs gSaA eksVj
lkbfdy pkydksa dks gsYesV csps tk jgs gSaA vuko';d lUrkuksRifÙk ls cpkus ds fy, fujks/k rFkk vU; lk/ku csps tk jgs
gSaA eksVkis ls cpus ;k 'kjhj&o`f) ds fy, O;k;ke&midj.k csps tk jgs gSaA LokLF;&j{k.k ds fy, foVkfeu csps tk jgs
gSaA Hkkoh t:jrksa dh iwfrZ gsrq cpr ;kstuk;sa csph tk jgh gSaA bu mnkgj.kksa ls Li"V gS fd vkRej{kk rFkk vU; O;fDr;ksa
dh j{kk ls lEc) Hkkouk;sa mi;ksxh vkSj izcy Ø;iszj.kk,¡ gSaA
foJkafr
(Rest)
vf/kdkf/kd vkjke djus dh bPNk gj O;fDr j[krk gS vkSj lk/ku rFkk volj izkIr gksus ij mldh iwfrZ dk iz;kl djrk
gSA dq'ky foi.kudrkZ bl ekuoh Hkkouk dks muds foi.ku dk;ZØeksa dk vk/kkj cukdj Øsrkvksa dks fof'k"V oLrqvksa dh
[kjhn gsrq izksRlkfgr dj ldrs gSaA euksoSKkfudksa us bl oxZ dh Ø;&izsj.kkvksa esa eq[;r% fuEu Ø;&izsj.kkvksa dks lfEefyr
fd;k gS& ¼v½ 'kkjhfjd Je ds cpr dh izsj.kk] ¼c½ vodk'k voljksa (Leisure Opportunities) ds mi;ksx dh izsj.kk] ¼l½
euksjatu&lq[k izkfIr dh izsj.kk] ¼n½ fouksn ØhM+kvksa ls lEc) izsj.kk] ,oa ¼?k½ ?kjsyw lq[k&lqfo/kk izsj.kkA

m
vkt 'kkjhfjd Je dh cpr ,oa ?kjsyq lq[k&lqfo/kk miyfC/k gsrq foi.kudrkZ e'khuh oLrq,¡ cspus yxs gSa vkSj Øsrkvksa dks

o
[kjhn gsrq izksRlkfgr djus yxs gSaA mnkgj.k ds fy, eD[ku fudkyus dh e'khusa] feDlh] izs'kj dwdlZ] ghVlZ] okf'kax e'khusa]

.c
LdwVj] dkjsa] Ýht vkfn ds iz;ksx ij cy fn;k tkus yxk gSA vodk'k&voljksa dk iwjk&iwjk mi;ksx djus] euksjatu ,oa
euksfouksn djus] ,dkdhiu nwj djus rFkk Åc tkus ls cpus ds fy, jsfM;ks] VªkfUtLVlZ] VsifjdkMZj] iqLrds]a rSjus ds lkeku]

a
Vsfyfotu] f[kykSus] [ksy&lkexzh is; inkFkZ] i;ZVu] rS;kj oL=k vkfn vusd lk/kuksa ds Ø; gsrq Øsrkvksa dks izksRlkfgr fd;k
tkus yxk gSA vk; ,oa dk;Z&dky esa o`f) gksus ds lkFk&lkFk foJkafr vkSj euksjatu ds lk/kuksa dh ek¡x Hkh fnu&c&fnu
c<+rh tk jgh gSA
m
a
lkekftd izfr"Bk ,oa xoZ
(Social Prestige and Pride)
euq"; ,d lkekftd izk.kh gS vkSj og lekt esn a viuk ,d fof'k"V LFkku cukus rFkk mfpr lEeku ikus ds fy, lnSo
;Ru'khy jgrk gSA og lnSo pkgrk jgrk gSy fd vU; yksx mldh iz'kalk djsa] mldk lEeku djsa vkSj mls izfrf"Br O;fDr

vkRe&xkSjo ,oa vkRe&lUrqf"V dk d

ekusa] blfy, og ukuk izdkj dh ,slh oLrq,¡ [kjhnrk jgrk gS tks mldh lkekftd izfr"Bk esa o`f) djrh gksa] mls

fd mÙke oL=k] flDds] fVdV]u

cks/k djkrh gksa] vkSj mlds lEeku esa c<+ksrjh djrh gksaA euksoSKkfudksa dk dguk gS
dykRed oLrq,¡] ToSyjh] Js"B QuhZpj] vR;k/kqfud fctyh ds midj.k] dkjsa] eksVj xkfM+;k¡]
jsfÝtjsVlZ] ia[ks] dwyj]t
,;jdaMh'kulZ vkfn oLrqvksa dk miHkksx O;fDr esa xoZ vkSj izfr"Bkk dh Hkkouk iSnk djrk gS vkSj
SoLrq,¡ Hkh Øsrkvks }kjk vkRe&xkSjo vkSj vkRe&lUrqf"V dh Hkkouk ls [kjhnh tkrh gSaA vr,o]
O;fDr;ksa mudh [kjhn gsrq izsfjr gksrs gSaA lkcqu] dhVuk'ku nokb;k¡] fMVjtsUV] fof'k"V lkSUn;Z izlk/ku vkS"kf/k;k¡] twrs ,os
mudh ikWfyl vkfn
foi.kudrkZvksa dks pkfg, fd Øsrkvksa dks muds oS;fDrd :i] lEifÙk ds :i] LoPNrk vkSj dykRed :fp;ksa dh
vfHkO;fDr dks eq[kfjr djus okyh oLrqvksa dh [kjhn gsrq izsfjr djsaA oLrqr% bu Ø;&izsj.kkvksa ds ewy esa fn[kkok] vfHkeku
vkSj ifjxzg dh Hkkouk,¡ fNih gqbZ gSaA
feyulkfjrk
(Sociability)
feyulkfjrk ,d lkekftd xq.k gS tks de vFkok T;knk ek=kk esa gj O;fDr es fo|eku jgrk gSA O;fDr nwljksa dks vius
;gk¡ cqykdj vknj&lRdkj djus dh bPNk j[krk gSA ikjLifjd lkStU;rk ,oa lekt'khyrk ds fuokZg ds fy, O;fDr
Øsrk O;ogkj 83

vusd izdkj dh oLrq,¡ [kjhnus dks iszfjr gksrk gSA vr,o] foi.kudrkZ Øsrkvksa dh bl Hkkouk dks mtkxj djrs gq, mUgsa
'kjkc] dksdkdksyk] fc;j] pk;] dkWQh] foLdqV] 'kcZr] flxjsV] gqDdk] iku&elkys vkfn vusd oLrqvksa dh [kjhn djus ds
ds fy, iszfjr dj ldrs gSa] rkfd os lkekftd esy&tksy c<+k lds esytksy c<+kus ds fy, iqLrdksa] fjdkMZ Iys;j] ok/k
;U=k] LVhfj;ksflLVe vkfn oLrqvksa dks Hkh mi;ksxh ik;k tkrk gSA
m|e
(Striving)
euq"; LoHkko ls gh egÙodka'kh gksrk gSA og thou esa dqN u dqN djus vkSj cuus dk iz;kl djrk gSA mnkgj.k ds fy,
dksbZ odhy cuuk pkgrk gS] rks dksbZ fp=kdkj] dksbZ O;olk;h cuuk pkgrk gS rks dksbZ dykdkjA dksbZ dq'ky x`g.kh cuuk
pkgrh gS rks dksbZ flus rkfjdkA dksbZ ys[kd cuuk pkgrk gS rks dksbZ f[kykM+hA dksbZ usrk cuuk pkgrk gS rks dksbZ vfHkusrkA
gj O;fDr dqN u dqN cuuk pkgrk gSA vkSj fof'k"V fuiq.krk gkfly djuk pkgrk gSA fdUrq] thou esa dqN djus ds fy,
vkSj fuiq.krk fof'k"V gkfly djuk pkgrk gSA fdUrq] thou esa dqN u dqN djus ds fy, fuiq.krk gkfly djus ds fy,
vusd midj.kksa vkSj lk/kuksa dh t:jr gksrh gS ftudh izkfIr ds fy, O;fDr lnSo rRij jgrk gSA izfr;ksxh ijh{kkvksa
esa cSBus okys ;qod&;qofr;k¡ ukuk izdkj dh iqLrdsa [kjhnus dks m)r jgrs gSaA x`gf.k;k¡ flykbZ&d<+kbZ rFkk ikd&'kkL=k
dh iqLrdsa [kjhnus dh ykylk jgrh gSaA usrk] vfHkusrk] rkfjdk,¡] ys[kd vkfn fof'k"V O;fDrRo dk fuekZ.k djus dk iz;kl

m
djrs jgrs gSaA vr,o foi.kudrkZvksa dks pkfg, fd os m|e fd os m|e Hkkouk dks Hkh Ø;&izsj.kkvksa dk vk/kkj cukosaA

o
bl oxZ esa lkekftd miyfC/k (Social Achievement)] izoh.krk (Proficiency)] egÙodka{kk (Ambition)] fof'k"Vrk
(Distinctiveness)] vuqLi/kkZ (Emulation) vkfn Ø;&iszj.kkvksa dks lfEefyr fd;k tk ldrk gSA
dkSrwgy
.c
a
(Curiosity)
dkSrwgy vFkok ftKklk Hkh ,d izeq[k ekuoh; Hkkouk gS tks euq"; dks fofHkUu LFkkuksa ij i;ZVu djus] fofHkUu izdkj
m
ds vkfo"dkj djus vkSj fur&uwru oLrqvksa d ijh{k.k vkSj miHkksx djus dks izsfjr djrh gSaA bl Hkkouk ds o'khHkwr gksdj

a
orZeku esa Øsrk fur&ubZ oLrqvkas dks [kjhnus dks izsfjr gksrs gSa rkfd u dsoy os Lo;a dks fof'k"V cryk ldsa vfirq uwru
oLrqvksa ds miHkksx dh ykylk dks iwjk djds vkRe&lUrks"k Hkh izkIr dj ldsaA iqLrd foØsrk] v[kckj foØsrk] VwfjLV
n
laLFkk,¡] pyfp=k fuekZrk] f[kykSus cukkus okyh QesZa ,oa jsMhesM oL=kksa ds fuekZrk vksj forjd Øsrkvksa esa dkSrwgy iSnk djds
foØ;&o`f) djus esa lQyrk izkIr dj jgs gSaA
y
d
mi;qZDr foospuk ls Li"V gS fd Øsrk foosdkRed vkSj HkkoukRed Ø;&izsj.kkvksa ls izsfjr gksrs gSaA dsoy fodosdkRed

u
vFkok dsoy HkkoukRed Ø;&izsj.kk,¡ Øsrk&O;ogkjksa ds Li"Vhdj.k nsus esa l{ke ugha gSA gky gh ds losZ{k.k crykrs gSa
fd Øsrkvksa dh [kjhn ds ihNs nksuksa gh izdkj dh izsj.kk,¡ gksrh gSaA1 mnkgj.k ds fy, ;fn ,d ;qod viuh izsfedk dks
t
HksaV nsus dk fu.kZ; ysrk gS vkSj rRi'pkr~ mi;qDr oLrq dh [kjhn gsrq O;ofLFkr ,oa foLr`r :i ls nqdkuska ij igq¡pkrk gSA

S
vkSj vUrr% [kjhn ysrk gSA ,slh fLFkfr esa mlh [kjhn ds fu.kZ; esa Hkkouk gS vkSj [kjhn izfØ;k foosd gSA vr,o] ;g
dguk gh vf/kd lgh gS fd Øsrk fofHkUu izdkj dh Ø;&iszj.kkvks ls [kjhn gsrq izksRlkgu ikrs gSaA bl fLFkfr us dqN
fo'ks"kKksa dks Ø;&izsj.kkvks dks Øsrkvksa }kjk IkzkIr fd;s tkus okys ykHkksa ds vk/kkj ij lewfgr djus dh izsj.kk nh gSA ,sls
vk/kkj dk ^fgr&foHkfDrdj.k* (Benefit Segmentation) dgk x;k gSA2

1. Kirk Patrik: op. cit., pp. 178-199.

2. Russel I. Haley : "Benefit Segmentation: A Decision-Oriented Research Tool", Journal of Marketing, July, 1968, pp. 30-.35.
84 foi.ku ds fl)kUr

v/;k;&6
cktkj foHkfDrdj.k
(Market Segmentation)
cktkj foHkfDrdj.k ls gekjk vfHkçk; fdlh oLrq ;k czkaM ds xzkgdksa dks mudh leku çÑfr] :fp;ksa] xq.kksa vkSj
vko';drkvksa ds vuqlkj letkfr; oxks± vFkok [k.Mksa esa (Homogeneous Groups) esa ckaVuk gS rkfd çR;sd [k.M dh
xzkgd fo'ks"krkvksa dks /;ku esa j[kdj muds fy, çHkko'kkyh foi.ku dk;ZØe ykxw fd, tk ldsA
cktkj foHkfDrdj.k dk fopkj bl ckr ij vk/kkfjr gS fd cktkj letkfr; (Homogeneous) u gksdj fotkfr;
(Heterogeneous) gksrs gSA letkfr; cktkj ls vfHkçk; ,sls cktkj ls gS ftlesa fdlh mRikn ;k oLrq ds nks Øsrkvksa ;k

m
lEHkkfor Øsrkvksa esa lHkh ekeyksa esa iwjh rjg lekurk ikbZ tkrh gS vFkkZr~ LoHkko] xq.k vkSj çd`fr dh n`f"V ls os lc ,d
ls gksrs gSaA blds foifjr fotkfr; cktkj ls vfHkçk; fdlh oLrq ds lEHkkfor Øsrkvksa esa lHkh ekeyksa esa iw.kZ :i ls lekurk
o
ugh gksrh vFkkZr Øsrk LoHkko ls çd`fr ,oa xq.k dh n`f"V ls ,d ugh gksrs blh çdkj ,d fuekZrk ,d çdkj ds xzkgdksa

.c
ds leqnk; ds fy, ,d çdkj dh oLrq cukrk gSA vkSj nwljs çdkj ds xzkgdksa ds leqnk; ds fy, nwljs çdkj dhA bl
çdkj og vius cktkj dks fofHkUu [k.Mksa esa foHkkftr dj ysrk gS bl çdkj dk [k.Mhdj.k cktkj foHkfDrdj.k dgykrk
gSA
a
mnkgj.kkFkZ] ,d oL=k fuekZrk vius orZeku vkSj Hkkoh xzkgdksa dh L=kh lewg] iq#"k lewg vkSj cPpksa ds lewg esa foHkDr
m
dj çR;sd lewg ds fy, vuqdwy foKkiu] eq[; fu/kkZj.k forj.k fof/k vkSj foØ; uhfr o dk;ZØe rS;kj djrk gS rks

a
bl foKkiu ç;kl D;ksa cktkj foHkfDrdj.k jhfr&uhfr dgk tk,xk vkSj çR;sd ,sls lewg dks cktkj [k.M ekudj muds
vuq:i foi.ku dk;ZØe cuk, tk,axsA
dqN ifjHkk"kkvksa dk mYys[k fuEukuqlkj gS% n
y
fQfyi dksVyj ds vuqlkj ^^,d cktkj dks xzkgdksa ds letkfr; mioxks± esa foHkkftr fd;k tkuk cktkj foHkfDrdj.k

d dk vk'k; fdlh oLrq ds lEiw.kZ fotkfr; cktkj dks vusd micktkjksa ;k

gS ftlls fdlh Hkh mioxZ dks cktkj y{; ekudj fof'k"V foi.ku feJ.k ds lkFk ml rd igqapk tk lds**A

u
LVk.Vu ds vuqlkj ^^cktkj foHkfDrdj.k
mi[k.Mksa esa bl çdkj foHkkftr djus ls gS fd çR;sd micktkj ;k mi[k.M esa lHkh egRoiw.kZ igyqvksa esa letkrh;rk
gksA**
jkscVZ ds vuqlkj S
t
^^cktkj foHkfDrdj.k fdlh mRikn ds cktkj dks VqdM+ksa esa foHkDr djus dh jhfr&uhfr gS rkfd mu ij
fot; çkIr dh tk ldsA**
vkj ,l Mkoj dh jk; esa] ^^----xzkgdksa dk lewghdj.k vFkok cktkj dks VqdM+ks esa ckaVuk gh cktkj foHkfDrdj.k dgykrk
gSA
mijksDr ifjHkk"kkvksa ds foospu ls ;g çdV gksrk gS fd cktkj fdlh oLrq ds Øsrkvksa dk lewg gSA ijUrq bu Øsrkvksa dh
oLrq Ø; dh ek=kk] fdLe lEcU/kh vko';drk,a] çkFkfedrk,a] :fp;k¡ o muds Ø; fu.kZ;ksa dks çHkkfor djus okys ?kVdksa
rFkk Ø; O;ogkjksa esa lekurk ugha gksrhA vr% ,d gh çdkj ds foi.ku ç;klksa ls lHkh çdkj ds Øsrkvksa ij lQyrk çkIr
ugha dh tk ldrhA ,d fuekZrk fdUgha y{k.kksa tSls] vk;] mez] fyax bR;kfn ds vk/kkj ij feyrs&tqyrs xzkgdksa ls
vyx&vyx leqnk; cukdj çR;sd leqnk; dh vk/kkjHkwr vko'drkvksa ds vuqdwy foi.ku ç;kl djrk gS rks bls cktkj
& foHkfDrdj.k dh laKk nsrs gSaA
cktkj foHkfDrdj.k 85

cktkj&foHkfDrdj.k vkSj cktkj [k.M esa vUrj gS! cktkj & foHkfDrdj.k ,d fØ;k gS ftlds }kjk cktkj dks fofHkUu
[k.Mksa esa foHkkftr fd;k tkrk gSA cktkj [k.M dqy cktkj dk ,d ,slk Hkkx gS ftlesa çR;sd xzkgd ds Ø;&O;ogkj
esa lekurk ik;h tkrh gSA

cktkj foHkfDrdj.k dk egRo

(Importance of Market Segmentation)
fuEufyf[kr rF; cktkj foHkfDrdj.k ds egRo dks Li"V djrs gSa%
1. çHkkoh foi.ku dk;ZØe (Effective Marketing Programme): ,d fuekZrk vius lEiw.kZ cktkjksa dks [k.Mksa esa
foHkkftr dj fHkUu&fHkUu çHkkoh foi.ku dk;Z Øe cuk ldrk gS vkSj xzkgdksa dh de ykxr ij vPNh lsok dj
ldrk gSA fHkUu&fHkUu çHkkoh dk;ZØe ls vFkZ çR;sd [k.M ds fy, vyx&vyx foi.ku dk;ZØe cukus ls gS vkSj
bl çdkj cktkj ij fot; çkIr dh tk ldrh gSA
2. lk/kuksa dk mfpr mi;ksx (Proper Utilisation of Resources): fuekZrk ds }kjk cktkj foHkfDr ds vk/kkj ij
foi.ku&ctV dks cka/kdj vf/kdre ykHk dek;k tk ldrk gSA ftu LFkkuksa ij oLrqvksa ds foØ; dh lEHkkouk,a
de gSa bu LFkkuksa dk foi.ku&ctV mlh ds vuqlkj de j[kk tk ldrk gSA ,slk djus ls ,d foØsrk O;FkZ ds [kpks±

m
ls cp ldrk gS rFkk vf/kd ykHk dek ldrk gSA
3. ekax esa larqyu LFkkfir djuk% cktkj foHkfDrdj.k foi.ku çcU/kdksa dks fofHkUu cktkj [kaMksa dks xgjkbZ ls le>us
o
esa lgk;rk djrk gSA ifj.kkeLo:i laLFkk ds çca/kd viuh oLrq ds xq.kksa vkSj cktkj ds lEiw.kZ [kaMksa ds Øsrkvksa

.c
dh ekax esa mfpr larqyu LFkkfir dj ldrs gSaA
4. foi.ku voljksa dk irk yxkuk (Spoting Marketing Opportunities): cktkj foHkfDrdj.k ,d fuekZrk dks

a
viuh oLrq cspus dh laHkkoukvksa dk irk yxkus esa lgk;d gksrk gSA ftl LFkku ij oLrq de fcdrh gS ogka ij
foi.ku lqfo/kkvksa esa gsj&Qsj dj miHkksDrkvksa dks larq"V dj fcØh c<+k;h tk ldrh gSA
m
5. çfr;ksfxrk dk lkeuk djuk vklku% cktkj foHkfDrdj.k }kjk fofHkUu cktkj [kaMksa ds fy;s çfrLi/kkZ ds vuq:i

a
fHkUu&fHkUu foi.ku jhfr&uhfr (Strategy) dk ç;ksx djds çfrLi/kkZ dk çHkko'kkyh <ax ls lkeuk fd;k tk ldrk

n
gSA

y
6. u, {ks=kksa dk irk yxkuk (Find Out New Areas): cktkj foHkfDrdj.k dj u, {ks=kksa dk irk yxkdj uohu xzkgd
cuk, tk ldrs gSaA
d
foi.ku izcUèkd viuh oLrq dh fcØh ds fy, mi;ksxh ekurk gSA tSlsµmiHkksDrk dks HkkSxksfyd {ks=k ds vkèkkj ij ckaVk
u
tk ldrk gSA jk"Vªh; cktkj] jkT; cktkj] LFkkuh; cktkj vkSj 'kgjh&xzkeh.k cktkj vkfn HkkSxksfyd {ks=k ds vUrxZr vkrs

t
gSaA cktkj dk [k.Mhdj.k ekSleh n'kk,a (Climate Conditions) ds vkèkkj ij fd;k tk ldrk gS mnkgj.k ds fy, xeZ]

S
BaMk rFkk cjlkrh {ks=k (Rainy Region) vkfnA
B. tukafddh vkèkkj (Demographic)µvk;q] vk;] fyax Hksn] f'k{kk] O;olk;] thou pØ] èkeZ] jax rFkk tkfr vkfn ds
vkèkkj ij cktkj dk caVokjk tukafddh [kaMhdj.k dgykrk gSA
a. fyax Hksn (Sex)µfyax ds vkèkkj ij Hkh cktkj foHkfDrdj.k fd;k tk ldrk gS D;ksafd L=kh vkSj iq#"k dh
HkkSfrd] ekufld] euksoSKkfud vko';drkvksa rFkk vknrksa esa cgqr vUrj ik;k tkrk gSA
b. vk; (Income)µmiHkksDrk dh vk; dk Lrj cktkj [kaMhdj.k dk lcls T;knk izpfyr :i gS D;ksafd ,d
O;fDr dh vk; mldh Ø; 'kfDr (Purchasing Power) dks fuèkkZfjr djrh gSA bl [kaMhdj.k ds vuqlkj
xzkgdksa dks fofHkUu vk; oxks± esa ckaVk tkrk gS tSls 1,000 #- ls de vk; okys O;fDr] 1,000-2,000 #- vk;
okys O;fDr] 2,000-5,000 #- vk; okys O;fDr vkfnA bl izdkj dk [kaMhdj.k dher fuèkkZj.k rFkk mRikn
fodkl ekspkZcUnh (Strategy) esa lgk;d gksrk gSA
86 foi.ku ds fl)kUr

c. vk;q (Age)µvk;q ds vkèkkj ij Hkh cktkj foHkfDrdj.k fd;k tk ldrk gS D;ksafd vk;q ds vUrj ds dkj.k
Øsrkvksa dh ilUn] :fp] xq.k] vko';drk,a vyx&vyx gksrh gSa tSlsµ,d oL=k fuekZrk vyx&vyx vk;q
ds Øsrkvksa ds vyx&vyx fMtkbuksa] jaxksa vkfn ds oL=k cuk;sxkA tkWulu ,.M tkWulu Johnson & Johnson
dEiuh us vk;q dks cktkj [kaMhdj.k dk vkèkkj ekurs gq, fofHkUu izdkj ds mRikn cktkj esa mrkjs tSls csch
ikmMj (Baby Powder), csch lkcqu (Baby Soap) rFkk csoh vk;y (Baby Oil) bR;kfnA
d. f'k{kk (Education)µf'k{kk ds vkèkkj ij Hkh cktkj foHkfDrdj.k fd;k tk ldrk gS tSlsµeSfVªd rd f'k{kk
izkIr O;fDr] Lukrd (Graduation) rd f'k{kk izkIr O;fDr] rFkk mPp f'k{kk izkIr ;kuh LukrdksÙkj (Post-
graduation) rd f'k{kk izkIr O;fDr ds vyx&vyx lewg cuk, tk ldrs gSaA
e. èkaèkk@is'kk@O;olk; (Occupation/Profession/Business)µèkaèkk@O;olk;@is'kk ds vkèkkj ij Hkh cktkj
foHkfDrdj.k fd;k tk ldrk gS D;ksafd vyx&vyx O;olk; oxZ ds O;fDr;ksa dk jgu&lgu] lkspus vkSj
fopkjus dk rjhdk rFkk [kpZ djus ds rjhds esa cgqr vUrj gksrk gSA tSlsµO;kikjh oxZ] Ñ"kd oxZ] m|ksxifr
rFkk ukSdjh djus okyksa dk oxZ vkfnA MkDVj] odhy] vè;kid dks is'ks ds vkèkkj ij [kaMhdj.k dj cktkj
esa fot; izkIr dh tk ldrh gSA
f. ifjokj dk vkdkj (Size of the Family)µifjokj ds vkdkj dks vkèkkj ekudj cktkj [kaMhdj.k fd;k tk

m
ldrk gSA tSls NksVk ifjokj (Small Family), cM+k ifjokj (Large Family) rFkk la;qDr ifjokj (Joint

o
Family)A
èkeZ ,oa tkr (Religion and Caste)µfuekZrk rFkk foØsrk dqN ifjfLFkfr;ksa esa èkeZ rFkk tkr (Religion &

.c
g.
Caste) dks [kaMhdj.k dk vkèkkj cukdj fofHkUu izdkj ds mRiknks dk fuekZ.k djrs gS rFkk cktkj esa izos'k
djrs gSA fgUnw] eqfLye] fl[k] bZlkbZ] rFkk ikjlh (Parsis) blds mnkgj.k gSA
foHkfDrdj.k ds mnkgj.k a
(Examples of Segmentation)
m
a
1. Vsyhfotu (Television)µVsyhfotu] jsfM;ks rFkk pyfp=k nksuksa vko';drkvksa dh iwfrZ djrk gSA vkt ?kj ij cSBs&cSBs
gh fo'o esa ?kVus okyh ?kVukvksa ls ysdj] laxhr ,oa fQYeksa dk vkuUn ys ldrs gSaA Vsyhfotu ds izdkj cgqr ls
n
gSa tSlsµCySd ,.M OgkbV Vsyhfotu] jaxhu Vsyhfotu] NksVh LØhu okys Vsyhfotu] cM+h LØhu okys Vsyhfotu] lLrs

y
Vsyhfotu] egaxs Vsyhfotu] bUVjusV Vsyhfotu (Internet Television) O;fDr vehj gks] xjhc gks] lHkh vius ;gka

d
Vsyhfotu j[kuk pkgrs gSaA fdUrq izR;sd Øsrk vyx&vyx czk.M rFkk lLrs vkSj egaxs Vsyhfotu lsV [kjhnrk gSA
dqN xzkgd CySd ,.M OgkbV Vsyhfotu [kjhnrs gSa rks dqN jaxhu Vsyhfotu [kjhnrs gSaA
u çHkkoh foHkfDrdj.k dh fo'ks"krk,a
t(Characteristics of Effective Segmentation)
S
cktkj ds Js"B foHkktu ds fy, mi;qDr xzkgd fo'ks"krkvksa dk pquko djus esa foØsrk dks fuEukafdr 'krks± dh iwfrZ ij cy
nsuk pkfg,%
1. ekius ;ksX; (Measurable): bl 'krZ dk vk'k; ;g gS fd Øsrk laca/kh fo'ks"krkvksa ds ckjs esa foØsrk dks i;kZIr lwpuk
gksuh pkfg,A nqHkkZX;o'k vusd ladsriw.kZ fo'ks"krk,a ljyrk ls ekiuh; ugha gSaA mnkgj.kkFkZ] ,sls dkj Øsrkvksa dh
la[;k dks ukiuk dfBu gS tks eq[;r% ferO;f;rk] gSfl;r ;k xq.k laca/kh fopkj ls çsfjr gksrs gSaA
2. lqxe igqap (Easily Asscessible): bl 'krZ dk vk'k; ;g gS fd QeZ vius foi.ku ç;klksa dks pqus gq, [kaMksa ij
çHkko'kkyh :i ls dsfUnzr djus esa leFkZ gksuh pkfg,A bl n`f"V ls foHkfDrdj.k ds lHkh vk/kkj mi;qDr ugha gksrsA
mnkgj.kkFkZ ;g vPNk gksxk fd foKkiu ç;kl lEefr usrkvksa (opinion leaders) vFkkZr~ ,sls O;fDr ftudh jk; ;k
lEifr ls vU; yksx çHkkfor gksrs gSa ¼ftls fd fQYe vfHkusrk½ ij dsfUnzr j[ks tk,aA fdUrq ;gka dfBukbZ
cktkj foHkfDrdj.k 87

;g gS fd usrkvksa dh foKkiu ek/;e laca/kh ilnsa lnk buds vuq;kf;;ksa dh ek/;e laca/kh ilanksa ds leku ugha gksrh
gSaA
3. i;kZIr foLr`fr (Substantial): bl 'krZ dk vk'k; ;g gS fd tks cktkj [kaM cusa og i;kZIr cM+s gksus pkfg,] rkfd
çR;sd oxZ ds fy, foi.ku ;kstuk,a i`Fkd&i`Fkd cukuk ykHknk;d gks ldsaA nwljs 'kCnksa esa [kaM og y?kqre bdkbZ
gksuh pkfg, tksfd ,d i`Fkd foi.ku dk;ZØe cukus dh n`f"V ls O;kogkfjd gksA [kaMh; foi.ku cM+k O;;'khy gksrk
gSA mnkgj.kkFkZ ;fn ,d fuekZrk ckSus iq#"kksa ds fy, fo'ks"k çdkj dh lhVksa ds fodkl dk ç;kl djs rks blesa bruk
vf/kd [kpZ vk;sxk fd mls lguk dfBu gks ldrk gSA
cktkj foHkfDrdj.k dh O;wgjpuk;sa
(Strategies of Market Segmentation)
lkeU;r;k cktkj foHkktu ds lanHkZ esa mi;ksx ds fy, rhu çdkj dh ekspkZcanh gksrh gSA
1. vfHkUu foi.ku (Undifferentiated Marketing)

2. fHkUu foi.ku (Differentiated Marketing)

3. dsfUnzr foi.ku (Concentrated Marketing)
1.
m
vfHkUu foi.ku (Undifferentiated Marketing): vfHkUu foi.ku ekspkZcanh esa foØsrk fofHkUu oxZ ;k xzkgdksa ds

o
çdkjksa ds chp fHkUurk ugha djrkA lkekU; foi.ku dk;ZØe ls lc xzkgdksa ds fy, dsoy ,d fdLe dh oLrq
mRikfnr dh tkrh gS vkSj cktkj esa csph tkrh gSA Hkkjr esa vf/kdka'k QeZ vfHkUu foi.ku ekspkZcanh dk gh mi;ksx

.c
djrh gSA
fHkUu foi.ku (Differentiated Marketing): fHkUu foi.ku O;wgjpuk esa cktkj foHkktu py ds vk/kkj ij fofHkUu
a
2.
çdkj ds xzkgdksa esa gksrk gSA foØsrk fofHkUu xzkgdksa ds foHkktu ds fy, fofHkUu çdkj vkSj fdLe dh oLrq,a mRikfnr
djrk gS vkSj csprk gS] çR;sd foHkktu ds fy, fofHkUu foi.ku dk;ZØe cuk, tkrs gSa vkSj mi;ksx fd, tkrs gSaA
m
a
n
y
d
u
dsoy cktkj fcuk fdlh No Segmentation only
one market

t
foHkktu ds

S
fp=k 1: vfHkUu foi.ku O;wgjpuk (Undifferentiated Marketing Strategy)
foHkktu ugha ,d foi.ku & ,d mRikn rFkk ,d gh mRikn ;kstuk (No Segmentation–one Marketing–one
product and one Marketing Programme)

3. dsfUnzr foi.ku (Concentrated Marketing): dsfUnzr foi.ku ekspkZcanh esa foØsrk ds reke foi.ku ç;Ru ,d
;k vf/kd cktkj foHkktuksa dh vksj funsZf'kr gksrs gSaA nwljs 'kCnksa esa QeZ mlds foi.ku ç;Ru dqN pqus gq, cktkj
foHkktuksa dh rjQ dsfUnzr djrh gS tks vf/kd ykHknk;d gks ldrk gSA
88 foi.ku ds fl)kUr

Hkkjr esa ^^'khry is;** (Soft Drink) ds fuekZrk vfHkUu foi.ku ekspkZcanh dh O;oLFkk djrs gSa tSls & iSIlh dksyk] FkEl vi]
77 vkfn tks dsoy ,d gh Lokn dk vkSj ,d gh cksry ds vkdkj esa cspk tkrk gS tc+fd flxjsV ds fuekZrk fHkUu foi.ku
dk ç;ksx djrs gSa] tSls foYl dsiLVu xksYM ¶ysd fofHkUu vkdkj esa miyC/k gSaA fQYVj okys] fcuk fQYVj okys fofHkUu
iSfdax cktkj dbZ Hkkxksa esa foHkkftr fd;k tkrk gS & foi.ku ç;kl ,d ;k vf/kd foHkktuksa dh vksj dsfUnzr gksrk gSA
(Market divided into segments – marketing effort concentrated to one or more segments)

fofHkUu mRikn fofHkUu foi.ku

dk;ZØe
(Different product Different
foHkktu 1 12345678901234
12345678901234 marketing programme
12345678901234
Segment 1 12345678901234
12345678901234
12345678901234
12345678901234
12345678901234 foHkktu 2
12345678901234
12345678901234 Segment 2

m
foHkktu 3
foHkktu 4 Segment 3
Segment 4
o
.c
fp=k 2: fHkUu foi.ku O;wgjpuk (Differentiated Marketing Strategy)

a
m
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
foHkktu 4 12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345 foHkktu 1

a
Segment 4 12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
Segment 1
12345678901234567890123456789012123456789012345

n
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345

y
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345

d
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345

u
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345

t
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345
S 12345678901234567890123456789012123456789012345
foHkktu 3
12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345 Segment 3
bl foHkktu esa 12345678901234567890123456789012123456789012345
dsfUnzr foi.ku lekIr 12345678901234567890123456789012123456789012345
12345678901234567890123456789012123456789012345

foHkktu 2
Segment 2

fp=k 3: dsfUnzr foi.ku O;wgjpuk (Concentrated Marketing Strategy)

fofHkUu oxZ ds xzkgdksa ds fy, fofHkUu fdLe vkSj fofHkUu ewY;ksa esa feyrs gSaA QeZ }kjk ekspkZcanh ds pquko dk fu.kZ; djuk
dbZ ?kVdksa ij fuHkZj gS] tSls QeZ ds lzksr] oLrq ltkrh;rk] thoupØ esa oLrq dh voLFkk] cktkj ltkrh;rk vkSj
çfrLi/kkZ foi.ku esa ekspkZcanhA
cktkj foHkfDrdj.k 89

mi;qDr foHkfDrdj.k O;wgjpuk dk p;u

(Selecting an Appropriate Segmentation Strategy)
ftu rhu foi.ku uhfr;ksa dk o.kZu Åij fd;k x;k gS muesa ls dksbZ fo'ks"k uhfr O;ogkj esa dHkh&dHkh bruh tcnZLr gksrh
gS fd pquko dk ç'u gh ugha mBrkA vFkok] dksbZ uhfr O;ogkj esa dHkh&dHkh bruh Li"Vrk ls vuqi;qDr ikbZ tkrh gS
fd pquko fu.kZ; 'ks"k nks uhfr;ksa rd lhfer gks tk;sxkA ,d lk/kkj.k fu;e ds :i esa okLrfod pquko dks foØsrk] mRikn
;k cktkj ds fof'k"V y{k.k fuckf/kr vkSj lhfer djrs gSaA fdlh uhfr fo'ks"k ds pquko ds fy, lcls egRoiw.kZ ?kVd
fuEu gSa & daiuh çlk/ku] mRikn ,d:irk] thou pØ] esa mRikn&çkoLFkk] cktkj ,d:irk vkSj çfrLi/khZ foi.ku
uhfr;kaA
1. daiuh çlk/ku (Company Resources): bl ?kVd dh ppkZ ladsfUnzr foi.ku dk foospu djrs le; dh x;h FkhA
tgka QeZ ds çlk/ku brus lhfer gSa fd cktkj ds laiw.kZ {ks=k ij dk;Z ugha fd;k tk ldrk] ogka ladsfUnzr foi.ku
gh ,d okLrfod fodYi gksxkA
2. mRikn ,d:irk (Product Homogeniety): bldk rkRi;Z mRikn laca/kh fo'ks"krkvksa dh vifjorZuh;rk ;k
vpyrk ls gSA mnkj.kkFkZ] vf/kdka'k miHkksDrk ued] xslksyhu tSlh cqfu;knh oLrqvksa esa dksbZ vUrj ugha ns[krs] ftlls
,slh oLrqvksa ds fy, Hksfnr ;k ladsfUnzr foi.ku O;wgjpuk ds ctk, vHksfnr foi.ku dh O;wgjpuk viukuk gh
m
vf/kd LokHkkfod gSA nwljh vkSj dSejk] dkj tSls mRiknksa ds fy, tks fd cgqr gh ifjorZuh; gksrs gSa] Hksfnr ;k
ldsfUnzr foi.ku vf/kd mi;qDr gSA
o
3.

. c
thou pØ esa mRikn çkoLFkk (Product stage in the life Cycle): ;g ?kVd pquh tkus okyh foi.ku uhfr dks
fo'ks"kr% cktkj ços'k vkSj cktkj larf` Ir laca/kh pje fLFkfr;ksa esa cgqr çHkkfor djrk gSA

ds ,d ls vf/kd :i çpfyr djsA daiuh dks çkFkfed ekax ds a

tc dksbZ daiuh cktkj esa u;k mRikn çpfyr djrh gS rks çk;% mls ;g O;kogkfjd çrhr ugha gksrk fd mRikn
fodkl esa vf/kd :fp jgrh gS] vr% og vHksfnr
m
foi.ku dh uhfr dks loksZi;qDr le>rh gSA oSdfYid uhfr ;g gks ldrh gS fd daiuh cktkj ds ,d [kaM fo'ks"k

larI` rhdj.k dh fLFkfr dh vksj c<+rk gS viuh fcØha

ds fy, mRikn dk fodkl djrs gq, vius ç;klksa dks ogha ladsfUnzr dj nsA tSls&tSls mRikn vius thou pØ ds
c<+kus gsrq daiuh ubZ&ubZ vkSj v'kksf"kr vko';drkvksa dh xgu
[kkst vkjaHk dj nsrh gSA bl çdkj mRikn n ds thou pØ dh ifjiDo voLFkk esa daiuh Hksfnr foi.ku dh uhfr dk
vuqlj.k djus yxrh gSa
y ^^cktkj ,d:irk** dk rkRi;Z ml va'k ls gS ftl rd vko';drkvksa
çkFkfedrkvksa vkSj fo'ks"krkvksa d
4. cktkj ,d:irk (Market Homogeniety):

ogka blds fy, ,d vuqu

dh n`f"V ls xzkgdksa esa lekurk gksA ,sls cktkjksa dk [kaMhdj.k rc gh laHko gS tcfd
dwy fLFkfr iSnk dj nh tk,A vFkkZr QeZ dks ,sls mik; djus gksaxsA ftuls çsfjr gksdj
xzkgd fHkUu&fHkUut çkFkfedrk;sa fodflr dj ysA lk/kkj.kr% ,d:irk okys cktkjksa dk fonksgu vHksfnr foi.ku ds

ds }kjkA S
}kjk loksZÙke çdkj ls fd;k tk ldrk gS] tcfd fofo/krke; cktkjksa dk Hksfnr foi.ku vFkok ldsfUnzr foi.ku

5. çfrLi/kkZRed foi.ku uhfr;ka (Competitive Marketing Strategies): çfrLi/kkZRed foi.ku uhfr;ksa dk rkRi;Z
çfr;ksfx;ksa ds dk;Zdykiksa ls gSA ;fn çfr;ksfx;ksa us lfØ; [kaMhdj.k fd;k gqvk gS] rc QeZ ds fy, vHksfnr foi.ku
}kjk çfr;ksfxrk djuk dfBu gksxkA vf/kdka'k la?k"kks± esa mls ekr [kkuh iM+sxhA nwljh vksj tc çfr;ksfx;ksa us vHksfnr
foi.ku viuk;k gks] rc QeZ lfØ; foHkfDrdj.k dh uhfr ij pyrs gq, ykHkkfUor gks ldrh gS] fo'ks"kr% tcfd
dqN iwoZ of.kZr ?kVd mldk leFkZu djus okys gksaA
90 foi.ku ds fl)kUr

O;kikj foHkfDrdj.k ds vk/kkj

(Basis for Market Segmentation)
cktkj foHkfDrdj.k ds vk/kkj cgqr ls gks ldrs gS tSls vkfFkZd] lkekftd] jktuhfrd] çfr;ksfxrk] miHkksDrk dh vk;q]
f'k{kk] O;ogkj djus dk <ax] jgus dk LFkku] miHkksx dh ek=kk vkfn df.MQ vkSj fLVy us vkS|ksfxd cktkj o miHkksDrk
cktkj ds foHkfDrdj.k ds fy, fuEu vk/kkj cuk, gSA
miHkksDrk cktkj ds foHkfDrdj.k ds vk/kkj vkS|ksfxd cktkj ds foHkfDrdj.k ds vk/kkj
1. miHkksDrk dh vk; 1. O;olk; dh fdLe
2. miHkksDrk dh vk;q 2. lkekU; Ø; dk rjhdk
3. miHkksDrk dk fyax 3. miHkksDrk dk vkdkj
4. miHkksDrk esa uxjhdj.k dh fLFkfr 4. HkkSxksfyd foHkktu
5. miHkksDrk cktkj dk HkkSxksfyd cktkj foHkfDrdj.k
6. miHkksDrk dh f'k{kk
7. miHkksDrk dk /keZ

m
ysfdu fQfyi dksVyj us cktkj foHkfDrdj.k ds fuEu vk/kkj crk, gS tks df.MQ ,oa fLVy dh iqLrd ds vk/kkjksa ls
dgha vPNs fn[kkbZ nsrs gSaA
dksVyj us cktkj&foHkfDrdj.k ds fuEu vk/kkj crk;s gSa% o
.c
1 . HkkSxksfyd vk/kkj% HkkSxksfyd vk/kkj esa tula[;k dk QSyko] ?kuRo] tyok;q] {ks=k bR;kfn rÙoksa dk lekos'k gksrk
gS HkkSxksfyd foHkfDrdj.k esa bu HkkSxksfyd {ks=kksa dk fu/kkZj.k fd;k tkrk gS ftUgsa foi.ku çcU/kd mRikn dh fcØh
a
ds fy, vuqdwy ekurk gSA mnkgj.kkFkZ] Åuh&oL=k fuekZrk ds fy, mÙkjh if'peh Hkkjr ds 'kgj HkkSxksfyd n`f"V ls

m
egÙoiw.kZ cktkj&[k.M gks ldrs gSa D;ksafd lnhZ esa bl HkkSxksfyd {ks=k dk tyok;q vf/kd BaMk gks tkus ls xeZ diM+ksa
dh vf/kd vko';drk gksrh gSA bu 'kgjksa esa jgus okys O;fDr;ksa dh leku ,oa vleku #fp;ksa dks /;ku esa j[krs

a
gq, fofHkUu çdkj ds xzkgdksa ds fy, vuqdwy Åuh&oL=k rS;kj djds mi;qDr foKkiu ek/;eksa }kjk ,d Åuh&oL=k
fuekZrk fcØh c<+k ldrk gSA foKkiu dh n`f"V ls Hkh HkkSxksfyd [k.Mksa dk cgqr egÙo gSA foKkiunkrk dks ,sls
n
lk/ku vFkok ek/;e viukus pkfg, tks mlds fofHkUu cktkj&[k.Mksa ds y{k.kksa ds vuq:i gSaA

y
2 . tukafddh vk/kkj& tukafddh vk/kkj ds vUrxZr fuEu rRoksa dk lekos'k fd;k tkrk gS & vk;] vk;q] fyax] is'kk]

d
f'k{kk] ifjokj&vkdkj vkSj thou&pØ] /keZ jk"Vªh;rk vkSj lkekftd oxZA

u
tukafddh ij vk/kkfjr cktkj&foHkfDrdj.k ds fy, ,d ;k vf/kd tukafddh rRoksa dks vk/kkj ekudj letkrh; xzkgd
lewg fu/kkZfjr fd;s tk ldrs gSaA mnkgj.kr;k ,d oL=k&fuekZrk fd'kksfj;ksa dks vyx cktkj [k.M ekudj foi.ku iz;kl
t
yf{kr djrk gS rks og cktkj&[k.M fyax vkSj mez tSls rRoksa ds vk/kkj ij gksxkA bl cktkj&[k.M ds f'k{kk] vk; bR;kfn

S
vk/kkjksa ij vusd mi[k.Mks dk fuekZ.k fd;k tk ldrk gS vkSj izR;sd [k.M ds fy, foi.ku&iz;klksa dh ykHkns;rk ekywe
dh tk ldrh gSA vf/kdka'kr;k cktkj&foHkfDrdj.k tukafddh rF;ksa ds vk/kkj ij fd;s tkrs gSA vr% cktkj
foHkDrhdj.k ds fy;s iz;ksx es fy;s tkus okys egRoiw.kZ tukafddh vk/kkjks dk foLr`r foospu ;gk¡ fd;k tkuk mfpr gksxkA
i. vk;& fdlh Hkh O;fDr dh vk; mldh Ø; 'kfDr dk izrhd gSA dqN oLrq,¡ ,slh gksrh gSa tks lHkh oxksZa }kjk
dke es yk;h tkrh gSaA ,slh oLrqvksa dks ge vk/kkjHkwr vko';drkvksa dh Js.kh es lfEefyr djrs gSaA blds
foijhr vf/kdka'k fufeZr fof'k"V vk;&oxksZa }kjk gh Ø; dh tkrh gSaA vr% fuekZrk dks mu fof'k"V oxksZa ds
y{k.kksa rFkk vko';drkvksa ij viuk /;ku dsfUnzr djuk gksrk gSA fuEu vk; oxZ ds yksx izk;% ewY; vFkok
dher ij vf/kd /;ku nsrs gSaA mPp vk; oxZ ds yksx oLrqvksa ds xq.k] lkt&lTtk rFkk lkekftd izfr"Bkk
ls vf/kd izHkkfor gksrs gSaA vr% fuekZrk dks bu oxksZ ds vuq:i dher okyh oLrqvksa dk foØ; djuk pkfg,A
fofHkUu vk;&oxZ ds fy, foKkiu] izpkj] forj.k fof/k] lkt&lTtk] iSfdax rFkk vU; lqfo/kk,¡ muds LoHkko
,oa izÑfr ds vuq:i gksus ij foi.ku iz;kl esa lQyrk dh lEHkkouk c<+ tkrh gSA
cktkj foHkfDrdj.k 91

ii. vk;q& vk;q ds vk/kkj ij Hkh cktkj&foHkfDrdj.k djuk lEHko gSA ckyd] fd'kksj] o`) ds LoHkko] vknrsa]
:fp o Ø; 'kfDr esa vUrj ik;k tkrk gSA vr% budks vyx&vyx cktkj [k.M ekudj muds vuq:i foi.ku
ç;kl djus pkfg,A mnkgj.kr;k ,d VwFk&isLV fuekZrk tokuksa dh vksj yf{kr foKkiu vihy esa nkrksa dh
ped vkSj o`)ksa dks dh xbZ vihy esa nk¡rksa dh ped vkSj o`)ksa dks dh xbZ vihy esa nk¡rksa dk [kks[kykiu
(Cavity) jksdus lEcU/kh VwFkisLV ds xq.kksa ij vf/kd tksj nsxkA
iii. ;kSu vFkok ySafxd Hksn& bl xq.k ds vk/kkj ij Hkh cktkj foHkfDrdj.k fd;k tk ldrk gS D;ksafd L=kh o
iq:"k dh HkkSfrd] ekufld ,oa euksoSKkfud vko';drkvksa] ço`fÙk;ksa rFkk vfHkçsjdksa esa fHkUurk ikbZ tkrh gSA
blfy, fL=k;ksa o iq#"kksa ds fy, foKkiu dh vihyksa dh jpuk esa Hksn ik;k tkrk gSA
iv. f'k{kk% f'k{kk dh n`f"V ls Hkh xzkgdksa dks vusd [k.Mksa esa foHkkftr fd;k tk ldrk gSA mnkgj.kkFkZ çkFkfed
Lrj rd i<+s&fy[ks O;fDr vkSj Lukrd rFkk LukdksÙkj f'k{kk çkIr O;fDr;ksa ds vyx oxZlewg cuk, tk ldrs
gSaA fQYeksa dk fuekZ.k djus okys O;fDr;ksa ds f'k{kk&Lrj dk /;ku j[kdj fQYe dk fuekZ.k djrs gSa vFkkZr~
cktkj [k.Mksa dk fuekZ.k djrs gSa vFkkZr~ cktkj [k.Mksa dk fuekZ.k f'k{kk&Lrj ds vuqlkj fd;k tkrk gSA
tSls&Å¡ps Lrj ds pyfp=k dsoy cqf)thfo;ksa ds fy;s fufeZr fd;s tkrs gSaA
v. O;olk; oxZ% O;olk; dh n`f"V ls Hkh ge xzkgdksa dks vusd oxks± esa foHkkftr dj ldrs gSaA mnkgj.kkFkZ&ukSdjh
is'kk oxZ] O;kikjh oxZ] d`"kd oxZ bR;kfnA bu lHkh oxks± ds jgus] lkspus rFkk [kpZ djus ds rjhdksa esa fHkUurk
ikbZ tkrh gSA m
3.
o
euksoSKkfud vk/kkj% xzkgdksa dh euksoSKkfud fo'ks"krkvksa dks Hkh cktkj&foHkfDrdj.k dk vk/kkj cuk;k tk ldrk

.c
gSA ;s euksoSKkfud fo'ks"krk,ax” kzgd ds O;fDrRo ls lEcfU/kr gksrh gS( tSls&thou&'kSyh] oLrq&miHkksx bR;kfnA dqN
yksx ubZ oLrqvksa ds ç;ksx ds fy;s rRij jgrs gSa] dqN LoHkko ls Hkh: gksrs gSa rFkk lejl thou ds vH;Lr gks tkrs

a
gSa] dqN LoHkko ls lkglh gksrs gSa rFkk thou esa ,djlrk vFkok lejlrk dks vfHk'kki le>rs gSaA vr% lHkh O;fDr;ksa
ds fy;s ,d gh çdkj dk foKkiu lans'k rS;kj djus ls foi.ku ç;klksa esa lQyrk feyus dh lEHkkouk de gks tkrh
gSA
m
a
euq";ksa dh thou&'kSyh rFkk thou ds izfr n`f"Vdks.k muds Ø;&O;ogkjksa dks izHkkfor djrk gSA thou&'kSyh ls
gekjk vfHkizk; ,d O;fDr vFkok fdlh oxZ ds miHkksx] dk;Z vkSj vodk'k dk miHkksx dls ds rjhds ls gSaA
n
la;qDr&jkT; vesfjdk] Ýkal bR;kfn ns'kksa esa thou&'kSyh ds vk/kkj ij cktkj&[k.Mksa ds vuq:i foi.ku iz;kl

y
dks vf/kd egRo fn;k tkus yxk gSA1 bu ns'kksa esa L=kh&oL=k fuekZrk L=kh&oxZ dks rhu Hkkxksa tSls lk/kkj.k] QS'kuscy
vkSj iq:"k&xq.k lEiUu dks /;ku esa j[krs gq, muds ds fy, vyx&vyx izdkj ds oL=k o foKkiu&lans'k rS;kj djrs
d
gSaA thou ds izfr n`f"Vdks.k Hkh cktkj&ek¡x dks izHkkfor djrk gSA gekjs ns'k esa QS'ku dh vkSj >qdko c<+rk tk

u
jgk gSA vr% oL=k&fuekZrk Hkh QS'kuscy oL=kksa ds fuekZ.k dh vksj vf/kd /;ku nsus yxs gSaA

t
O;fDrRo lEcU/kh ?kVdksa dk izHkko vusd mRiknksa vkSj czkaMksa dh fcØh ij iM+rs ns[kk x;k gSA dqN n'kd&iwoZ fd;s

S
x;s ,d v/;;u ls irk yxk fd QksMZ vkSj f'kojysV eksVjdkjksa ds xzkgdksa esa O;fDrRo lEcU/kh fHkUurk ikbZ tkrh
gSA2 QksMZ eksVj dkj ds Lokeh ÞLokeh] vkRefo'oklh] ifjorZu ds izfr ltx] vkosxh vkSj ikS:"khÞ gksrs gSa( tcfd
f'kojysV eksVj&dkj ds Lokeh Þ:f<+oknh] ferO;;h] izfr"Bk vfHkyk"kh] de ikS:"kh vkSj vfr ls cpus okysß
gksrs gSaA
4. foi.ku rÙo& cktkj rÙoksa ds vk/kkj ij Hkh cktkj foHkfDrdj.k fd;k tk ldrk gSA mnkgj.kr;k ,d
cktkj dks rhu xzkgd lewgksa esa vFkkZr~ cktkj&[k.Mksa esa foHkDr fd;k tk ldrk gSA tSls (i) oLrq ewY;ksa ls

1
Mark Hinan: "Life Styled Marketing"
(New York: American Management Association, 1972)
2
Franklin B. Evans: "Psychological and Objective factors in the prediction of brand choice: Ford versus Cheverlet."
Journal of Business, Oct. 1959, pp. 340-369
92 foi.ku ds fl)kUr

izHkkfor gksus okys xzkgd] (ii) oLrq fdLe ls izHkkfor gksus okys xzkgd] (iii) oLrq ls izHkkfor gksus okys xzkgdA ,d
fuekZrk dks bu rhuksa cktkj&[k.Mksa ds fy, vyx&vyx foi.ku iz;kl djus esa vf/kd lQyrk fey
ldrh gSA
5. mRiku iz;ksx nj& eufLFkfr] oLrqKku vkSj oLrq miHkksx&nj Hkh cktkj foHkfDrdj.k dk vk/kkj gks ldrk gSA
;Fks"V Ø;&{kerk gksus ij Hkh vxj miHkksDrk oLrq&Ø; esa :fp ugha j[krk gS rks Ø; ds fy, mUgs ck/; ugha fd;k
tk ldrkA vusd O;fDr ,sls gks ldrs gSa ftudh eufLFkfr dks ifjorZu dj Hkkoh xzkgd cuk;k tk ldrk gSA foeq[k
O;fDr;ksa dks ubZ oLrq ds çfr vkdf"kZr djus ds fy, vyx çdkj dh foi.ku jhfr&uhfr viukuh gksxhA oLrq dh
miHkksx nj cktkj&[k.Mhdj.k dk ,d ykHknk;d vk/kkj gksrh gSA bl vk/kkj ij fuekZrk viuh oLrq cktkj dks
rhu Hkkxksa esa foHkDr dj ldrk gSA tSls oLrq dk de ç;ksx djus okys xzkgd] Hkkjh ç;ksx djus okys xzkgd vkSj
ç;ksx u djus okys xzkgdA ç;ksx u djus okys xzkgdksa dks iqu% fuEu Hkkxksa esa foHkDr fd;k tk ldrk gS%
(i) vlEHkkfor Øsrk vkSj (ii) lEHkkfor ØsrkA
vlEHkkfor Øsrk oxZ esa mu O;fDr;ksa dks 'kkfey fd;k tkrk gS tks mRikn dk ç;ksx ugha djsaxsA lEHkkfor Øsrk
os gks ldrs gSa tks euksoSKkfud ladksp ds dkj.k vFkok mRikn vufHkKrk dh otg ls vFkok fuf"Ø;rk ds dkj.k
mRikn Ø; ugha djrs gSaA ,sls oxZ ds Øsrkvksa ds fy, mRikn ds ckjs esa foLr`r lwpuk nsus] ckj&ckj foKkiu }kjk
rFkk ladksp dks nwj djus dh fof/k;ka viukus ls mu ij fot; ikbZ tk ldrh gSA m
6.
o
ykHkksa ds vk/kkj ij% vusd miHkksDrk vuqla/kkuksa ls ;g Kkr gqvk gS fd Øsrk&oLrqvksa dks ykHk&çkfIr ds mís'; ls

.c
Ø; djrs gSaA vusd Øsrkvksa ds ykHk&çkfIr lEcU/kh Ø;&çsjdksa (Buying Motives) esa fHkUurk ikbZ tkrh gSA ,d
v/;;u ls irk pyk fd dqN Øsrk VwFk isLV dh ,d czk.M dks nkarksa dh ped cuk, j[kus ds fy, [kjhnrs gSa tcfd
a
vU; czk.M dks vPNh lqxU/k dh otg ls Ø; djrs gSaA ,d Øsrk&oxZ ,slk Hkh ik;k x;k tks bl czk.M dks blds
ferO;f;rk ds xq.k dh otg ls Ø; djrk gSA vr% ,d foi.ku çcU/kd dks vius foi.ku lao)Zu dk;ZØe rS;kj
m
djrs le; Ø; ds bl vUrjHksn dks /;ku esa j[kuk iMs+xkA nwljs 'kCnksa esa ,d foi.ku çcU/kd }kjk xzkgdksa ds mRikn

a
fo'ks"k ykHk ds çfr >qdko dks /;ku esa j[kdj gh cktkj&foHkfDrdj.k djuk pkfg, rkfd çR;sd cktkj&[k.M ds

xzkgdksa dh fo'ks"k ykHk&çkfIr&ço`f+Ùk ds vuqn

vuqdwy foi.ku ç;kl fd;k tk ldsA

xzkgd dbZ ckj vusd ykHk&çkfIr dsy

lkj cktkj&foHkfDrdj.k djus esa lcls cM+h dfBukbZ ;g vkrh gS fd
mís';ksa ls oLrq dks Ø; djrk gS( vr% leku ykHk&çkfIr mís'; okys xzkgdksa
dk irk yxkuk dfBu gks tkrk d gSA 3

7. czk.M&fu"Bk% foØsrk vius u Øsrk dks czk.M&fu"Bk ds vk/kkj ij Hkh ofxZr dj ldrs gSaA fuekZrk vius orZeku fu"B
t
xzkgdksa dh fo'ks"krkvksa dk irk yxkdj mu O;fDr;ksa dks xzkgd cukus dh ps"Bk djrs gSa ftuesa bl izdkj dh

dbZ ckj ;gS

fo'ks"krk,¡ ikbZ tkrh gksa ijUrq ;gk¡ lcls cM+h leL;k ;g vkrh gS fd czk.M fu"Bk dk irk fdl izdkj yxk;k tk;sA
Hkh ns[kus esa vk;k gS fd tSls&tSls dEiuh ds xzkgd czk.M dks [kjhnuk NksM+rs tkrs gSa] czk.M&fu"Bk
'kk;n c<+ tkrh gS] D;ksafd de fu"Bkoku xzkgd czk.M dks igys NksM+rs gSaA vr% czk.M&fu"Bk cktkj&[k.M dk lnSo
vk/kkj ugha ekuk tk ldrk gSA4

3
Paul E. Green, Arun K. Jain – "Benefit Bundle Analysis."
4
Ronald E. Frank: "Is brand loyalty-an useful basis for Market Segmentation".
cktkj foHkfDrdj.k 93

foHkDr pyksa ds iz;ksx

(Application of Segmentation Variables
;k
foHkfDrdj.k ds dqN mnkgj.k
(Some Examples of Segmentation)
fdlh oLrq ds py ml oLrq dh foi.ku uhfr dks fu/kkZfjr djrs gSaA vr% cktkj foHkfDrdj.k djrs le; oLrq ds pyksa
dk v/;;u Bhd izdkj ls vo'; dj fy;k tkuk pkfg, ftlls fd fu/kkZfjr y{; rd igaqpk tk lds vkSj miHkksDrk dh
lsok dj ykHk vftZr fd;k tk ldsA ge blls lEcfU/kr dqN mnkgj.k ns jgs gSa&
1. eksVj&xkfM+;k¡ (Motor-cars)&,d eksVj&dkj dk vk/kkjHkwr mís'; ifjogu dh vko';drk dh lUrqf"V djuk gSA
ge cktkj esa ns[krs gSa fd fofHké fuekZrkvksa dh eksVj&dkjsa fofHké vkdkjksa ,oa fofHké ewY;ksa dh feyrh gSaA budk
dkj.k ;g gS fd ekuoh; vko';drk,¡ fuekZrkvksa ij izHkko Mkyrh gSaA ,d fuekZrk dks bu vko';drkvksa dks /;ku
esa j[k dj gh oLrqvksa dk fuekZ.k djuk iM+rk gSA blds vfrfjDr Øsrk dh vk; o mldh lkekftd fLFkfr dk Hkh
/;ku j[kk tkrk gSA vdsys vk; ls dke ugha pyrk gSA
m
,d fuekZrk dh foi.ku j.kuhfr cktkj dh /kkj.kk ds vuq:i gh gksuh pkfg,A ;fn Øsrk lLrh o vf/kd pyus okyh
dkj pkgrk gS rks dkj fuekZrk dks ,slh gh dkj dk fuekZ.k djuk pkfg,A
&?kM+h dk eq[; dk;Z lgh le; crkuk gSA ysfdu dqNc
o
fd ?kM+h le; ds lkFk&lkFk fnu] rkjh[k o lu~ Hkh crk;sA dqN ,sls gksr.s gSa fd dsoy le; ns[kus ds fy, gh ?kM+h
2. ?kfM+;k¡(Watches) O;fDr ,sls gksrs gSa tks fd ;g pkgrs gSa

pkgrs gSaA dqN 'kknh ds ekSds ij nsus ds fy, lqugjs dsl okyh pkgrs a gSa rks dqN LVhy dsl okyhA blh izdkj fL=k;ksa

dk irk yxkdj viuh oLrq iafä ds lEcU/k esa fu.kZ; ysm

ds fy, ?kM+h ds fMtkbu dqN gksrs gSa rks iq#"kksa ds fy, dqNA vr% ,d ?kM+h cukus okyh QeZ dks bu fofHkérkvksa
uk pkfg, ftlls fd vko';drkuqlkj mfpr ?kfM+;ksa dk
fuekZ.k fd;k tk ldsA a
3. flj nnZ dh fVfd;k (Aspirin)
n
&,d flj nnZ dh fVfd;k dk vk/kkjHkwr mís'; flj nnZ ;k cq[kkj dks nwj djuk

y
gSA ge ns[krs gSa fd bl izdkj cgqr&lh fVfd;k,a fofHké fuekZrkvksa }kjk cuk;h tkrh gSa( tSls] Hkkjr esa Aspro o

d;k ekufld v'kkfUr nwj djus okys ;k blh izdkj ds vU; O;fDr gks ldrs gSaA
Anacin ;g nksuksa fVfd;k,¡ nks vyx&vyx fuekZrkvksa }kjk cuk;h o csph tkrh gSaA bu fVfd;kvksa ds [kjhnus okys
flj nnZ ;k cq[kkj fuokj.k okys
u
dqN O;fDr rks ,slh fVfd;kvks a dks izfrfnu ysus ds vknh gksrs gSaA vr% bu fVfd;kvksa ds fuekZrkvksa }kjk foi.ku
t
j.kuhfr bu ckrksa dks /;ku esa j[kdj gh fu/kkZfjr dh tkrh gSA
4.
S
flys&flyk;s diM+s (Ready-made garments) &flys&flyk;s diM+ksa dk eq[; dk;Z O;fDr dks vusd ijs'kkfu;ksa
ls cpkdj vkSj fcuk bUrtkj fd;s iguus ds diM+s miyC/k djkuk gSA ;g flys gq, diM+s cPps] ;qod] ;qofr;ksa
o o`) lHkh ds fy, gks ldrs gSa vr% flys gq, diM+ksa ds cktkj dks NksVs cPpksa] yM+ds&yM+fd;ksa] Ldwy tkus okys
yM+ds&yM+fd;ksa] dkWyst tkus okys ;qod&;qofr;ksa] 'kknh&fookg ds ;ksX; ;qod&;qofr;ksa] o o`) iq#"k o fL=k;ksa esa
foHkDr dj cktkj dk ykHk izkIr dj ldrs gSaA
5. cSafdax lsok,¡ (Banking service)&cSadksa dk eq[; mís'; turk dk /ku vius ikl tek djuk vkSj turk dks
vko';drk ds le; m/kkj nsuk gSA ,d cSad dks viuh foi.ku uhfr dk fu/kkZj.k djrs le; bl ckr dk /;ku j[kuk
iM+rk gS fd vf/kd&ls&vf/kd tek mudh cSadksa esa gksA blds fy, muds }kjk vYi cpr ;kstuk] isa'ku ;kstuk] tek
;kstuk] tek&chek ;kstuk] vkfn dks viuk;k tkrk gSA blh izdkj _.k dh ek=kk c<+kus ds fy, cSadksa vf/kfod"kZ]
udn lk[k] _.k] vkfn dks izksRlkfgr djrh gSaA
94 foi.ku ds fl)kUr

oLrq foHksnhdj.k fofHkérk ,oa cktkj foHkfDrdj.k

(Product Differentiation and Market Segmentation)
oLrq foHksnhdj.k fofHkérk ,oa cktkj foHkfDrdj.k nks oLrq j.k&uhfr;k¡ gSa ftudk mi;ksx fuekZrkvksa }kjk fd;k tkrk
gSA ;g uhfr;k¡ mu fuekZrkvksa ds }kjk viuk;h tkrh gSa tks xSj&ewY; izfr;ksfxrk djuk pkgrs gSaA ,d fuekZrk }kjk bu
uhfr;ksa ds viukus ij foKkiu ,oa lao)Zu iz;Ruksa ij dkQh O;; fd;k tkrk gSA
^^oLrq j.k&uhfr o oLrq fofHkérk esa foKkiudrkZ dh oLrq ,oa izfr;ksfx;ksa dh oLrqvksa esa vUrj fodflr djus ,oa c<+kus
dh psruk dks 'kkfey fd;k tkrk gSA**4 bl uhfr dk mís'; xSj&ewY; izfr;ksfxrk ds vk/kkj ij viuh oLrq dks izfr;ksfxrk
ls vyx j[kuk vkSj xzkgdksa dks bl ckr dh tkudkjh nsdj fo'okl fnykuk gS fd mudh oLrq vU; izfr;ksfxrk fuekZrkvksa
dh oLrq ls fHké gS vkSj mu lc ls mÙke gSaA lkekU;r;k ;g uhfr lkcqu] flxjsV] chM+h] ekfpl] vkfn esa viuk;h tkrh
gSA bl uhfr ds viukus esa oLrq dks euksoSKkfud vk/kkj ij fHké crk;k tkrk gS ysfdu vkerkSj ij ;g ik;k tkrk gS
fd oLrq ds HkkSfrd ,oa jklk;fud xq.kksa esa dksbZ vUrj ugha gksrk gSA dHkh&dHkh rks fHkérk dsoy oLrq ds iSfdax ;k czk.M
uke dh gh gksrh gSA
cktkj foHkfDrdj.k dh uhfr viukus esa fuekZrk dh ;g /kkj.kk jgrh gS fd mldk dqy cktkj ,d&lh NksVh&NksVh
bdkb;ksa ls feydj cuk gS rFkk izR;sd ,d&lh bdkbZ dh vko';drk,¡ ,oa vU; fo'ks"krk,¡ leku gSaA vr% izR;sd bdkbZ
ds fy, fHké&fHké oLrqvksa dk fodkl fd;k tkrk gSA vkS|ksfxd oLrqvksa ds lEcU/k esa cktkj foHkfDrdj.k vklkuh ds fd;k
m
tk ldrk gS D;ksafd Øsrk dh vko';drk ds vuqlkj fuekZ.k fd;k tkrk gSA miHkksDrk oLrqvksa esa Hkh cktkj foHkfDrdj.k

o
fd;k tk ldrk gSA okLro esa] vktdy rks bldk iz;ksx bl lEcU/k esa dkQh gks jgk gSA

c
cktkj foHkfDrdj.k oLrq&feJ.k ds foLrkj ls lEcfU/kr gSA ;g bl ckr ij vk/kkfjr gS fd dqN oLrq,¡ lHkh ds fy,
gSaA
.
1. mís';&oLrq foHksnhdj.k fofHkérk dk mís'; ,d foLr`r cktkj dh alsok djuk gS tcfd cktkj foHkfDrdj.k dk
oLrq foHksnhdj.k fofHkérk ,oa cktkj foHkfDrdj.k esa vUrj fuEu vk/kkj ij fd;k tk ldrk gS&

m
mís'; ,d lhfer cktkj dh fo'ks"k lsok djuk gSA bl izdkj oLrq foHkérk oLrksUeq[kh gS tcfd cktkj foHkfDrdj.k
xzkgdksUeq[kh gSA
2. Ø;&igys cktkj foHkfDrdj.k dh uhfr viuk;h a tk ldrh gS ysfdu ckn esa tc izfr;ksfxrk c<+ tkrh gS rc oLrq

ek¡&iwfrZ lkeatL;&cktkj foHkfDrdj.k esa n

foHksnhdj.k fofHkérk dh uhfr viuk;h tk ldrh gSA

dk ek¡x ls lkeatL; fcBk;k tkrk gSy

3. ek¡x dk iwfrZ ls lkeatL; fcBk;k tkrk gS tcfd oLrq foHkérk esa iwfrZ
A tcfd oLrq foHksnhdj.k foHkérk esa iwfrZ dk ek¡x ls lkeatL; fcBk;k tkrk

[k.M&cktkj foHkfDrdj.k esa d

gSA

u
4. izR;sd [k.M ,d vyx [k.M ekuk tkrk gS ysfdu oLrq foHksnhdj.k fofHkérk esa lEiw.kZ
cktkj dks ,d gh cktkj ekuk tkrk gSA
5. t
oLrq&iafDr&js[kk&cktkj foHkfDrdj.k ds vUrxZr oLrq&iafDr&js[kk dk foLrkj fd;k tkrk gS ftlls fd izR;sd
S u gksdj euksoSKkfud vf/kd gksrh gSA bl izdkj blesa oLrq&iafDr&js[kk lhfer gh jgrh
[k.M ds fy, fHké&fHké oLrqvksa dk fodkl dj iwfrZ dh tk ldsA ysfdu oLrq foHksnhdj.k ds vUrxZr oLrq
esa fHkérk okLrfod
gSA]
egRoiw.kZ iz'u
1. cktkj foHkfDrdj.k ,oa foi.ku j.kuhfr ij ,d foLr`r ys[k fyf[k,A
Write a detailed note on market segmentation and marketing strategy.
2. cktkj foHkfDrdj.k fdls dgrs gSa\ vki fdl vk/kkj ij flys&flyk;s diM+ksa ds cktkj dk foHkfDrdj.k djsaxs\
What is market segmentation? On what basis shall you segment market for ready-made garments?

5
"As a product strategy, product differentiation involves developing and promoting an awareness of difference between the advertiser's
product and the product of Competitors." – Stanton: Fundamentals of Marketing, p. 197
oLrq fu;kstu ,oa fodkl 95

v/;k;&7
oLrq fu;kstu ,oa fodkl
(Product Planning and Development)
mRikn fopkj
(Production Concept)
mRikn D;k gS\ mRikn HkkSfrd lsok,¡ vkSj lwpd fooj.k gS tks Øsrkvksa ds fy, larqf"V ;k ykHk dh vk'kk mRiUu djrh
gSA mRikn xzkgdksa dks iznku dh xbZ HkkSfrd ;k euksoSKkfud larqf"V dh O;oLFkk dk ;ksx gSA dbZ oLrqvksa eas HkkSfrd larqf"V
dk egRo gksrk gS tSls jksVh] ued vkfn ysfdu dbZ oLrqvska ds ekeys esa oLrq dh euksoSKkfud larqf"V dh fo'ks"krk dk
m
vf/kd egRo gksrk gSaA mnkgj.k ds fy, ubZ lkM+h] dkj ;k xzkeksQksu fjdkMZ vkfn xzkgd dks HkkSfrd gh ugha euksoSKkfud
larqf"V Hkh nsrs gSaA
o
.c
izksQslj gsjh ,y gsUlu (Prof. harry L. Hensen) ds vuqlj oLrq rhu phtksa dk dqy ;ksx gSA
1. okLrfod fo'ks"krk & mldh lkexzh vksj fuekZ.kA
2. bldh dk;Z djus dh ;ksX;rkA
a
m
3. bldk laosLBu] fpUg] VªsMekdZ vksj blds lkFk yxs gq, vn`'; ;skx ;k mRikn dh NfoA
;s rhuksa Hkkx la;qDr :i ls ^mRiknu Nfo* (Product Image) ls tkus tkrs gSaA izks0 fQfyi dksVyj (Prof. Philip Kotler)
a
us oLrq fopkj/kkjk dks rhu Hkkxksa esa foHkkftr fd;k gS%&
1. ewrZ ¼okLrfod½ oLrq (Tangible Product)
n
2. foLrkfjr oLrq (Extended Product)
y
d
3. iztkfr; oLrq (Generic Product)

u
loZizFke ;g le> ysuk vko';d gS fd mRikn 'kCn ds vUrxrZ dsoy HkkSfrd mRikn tSls& ?kM+h] diM+k] crZu] twrs vfn
gh ugha vkrs oju~ lsok,¡ Hkh vkrh gSA lsokvksa ds vUrxZr & cSafdax] ifjogu] bU';ksjsUl] flusek] ldZl] gksVy vkfn dk
t
lekos'k gksrk gSA mRikn 'kCn dks foLr`r ,oa ladh.kZ nksuks gh vFkksZ es ifjHkkf"kr fd;k x;k gSA ladh.kZ vFkZ esa mRikn 'kCn

S
dk vk'k; ln`'; HkkSfrd vkSj jklk;fud xq.kksa ls fufgr igpku ;ksX; vkÑfr ls gSA foi.ku dh vk/kqfud fopkj/kkjk
mRikn ds ladh.kZ vFkZ dks mi;qDr ugaha ekurh] foLr`r vFkksZ esa mRikn 'kCn dk vk'k; HkkSfrd oLrqvkas vkSj lsokvksa nksuksa
dks 'kkfey fd;k tkuk gSA
,d miHkksDrk }kjk oLrq dk Ø; blfy, fd;k tkrk gS fd ml oLrq ds dqN ,sls rRo gksrs gSa tks miHkksDrkvksa dh
vko';drk dh larqf"V djrs gSa izR;sd O;kolkf;d QeZ mRikn foØ; dk dk;Z djrh gSaA Hkys gh ;g fn[kkbz ns ;k ughaA
mnkgj.kkFkZ] ,d yk.Mªh tks fd diM+s /kksus dh lsok dk foØ; djrh gS mlh izdkj mRikn foØ; ds dk;Z esa layXu gSA
ftl izdkj ,d QqVdj foØsrk mu diM+ksa dks cspus esa] ftudh /kqykbZ og yk.Mªh dj jgh gSA dksbZ Hkh QeZ] tks fdlh
mRikn dk foØ; djrh gSA okLro esa ml mRikn ds ,d Hkkx ds :i esa lsokvksa dk Hkh foØ; djrh gSA vr% foØsrk okLro
esa fdlh mRikn dk foi.ku ugha djrk cfYd mlds ek/;e ls HkkSfrd ,oa euksoSKkfud larks"kksa dk foi.ku djrk gSA bl
lUnHkZ esa tktZ fQLd ds fopkj myys[kfu; gSa mUgksa us mRikn dks ÞeuksoSKkfud lUrqf"V;ksa dk ,d iqfyUnk dgk gSAÞ]
(Product is a cluster of psychological satisfaction)
96 foi.ku ds fl)kUr

mRikn dh ifjHkk"kk
(Definition of Product)
oLrq dh ifjHkk"kk,¡ fofHkUu fo}kuksa us fofHkUu izdkj ls nh gSa muesa ls dqN izeq[k ifjHkk"kk,¡ fuEu izdkj gSa%&
1. ,YMjlu ds vuqlkj] Þ,d oLrq mi;ksfxrkvksa dh ,d xBjh gS ftlesa oLrq dh fofHkUu fo'ks"krk,¡ vksj muds lkFk
dh lsok,¡ 'kkfey gSaA1 ¼tc dksbZ O;fDr ,d VkbZ [kjhnrk gS rks bldk vFkZ ;g ugha gS fd og VkbZ xys esa
ck¡/kus ds fy, [kjhn jgk gS cfYd lkFk esa og foØsrk dh lykg] cspus okyh laLFkk dh [;kfr] VkbZ cukus okyh
laLFkk dh [;kfr vkSj ilUn u vkus ij okilh dh lqfo/kk Hkh [kjhn jgk gSA vr% oLrq dk vFkZ oLrq dh HkkSfrdrk
ls gh ugha gS cfYd oLrq dh mi;ksfxrk ls Hkh gSa tks euksoSKkfud lUrqf"V nsrh gSA½
blh dks vkSj vf/kd Li"V djrs gq, fofy;e ts. LVk.Vu us oLrq dh ifjHkk"kk bl çdkj nh gS%
2. fofy;e ts. LVk.Vu ds er esa] ÞoLrq n`'; ,oa vn`'; fo'ks"krkvksa dk ,d lfEeJ.k gSa ftlesa iSdsftax] jax] ewwY;]
fuekZrk dh [;kfr] QqVdj foØsrk dh [;kfr vkSj fuekZrk ,oa QqVdj foØsrk }kjk nh tkus okyh os lsok,¡ Hkh
'kkfey gSa] ftUgsa miHkksDrk viuh vko';drkvksa dks lUrq"V djus ds fy, Lohdkj dj ldrk gSAÞ2 ¼bl izdkj
izks. LVk.lu ds vuqlkj oLrq esa mlds HkkSfrd o jlk;fud y{k gh 'kkfey ugha gS cfYd blls dgha vf/kd y{k.k
'kkfey gSaA fl)kUr ds vuqlkj vko';drk&lUrqf"V izeq[k gSaA mnkgj.k ds fy,] ;fn dksbZ xzkgd t; bathfu;fjax
oDlZ fyfeVsM] dydÙkk }kjk fufeZr Å"kk flykbZ dh e'khu dks [kjhnrk gS rks bldk vFkZ gS fd og Å"kk e'khu
m
o
ds lkFk dEiuh dh [;kfr] foØ; ds ckn lsok o Mhyj dh [;kfr Hkh [kjhn jgk gSA½

.c
3. vkj ,l Mkoj ds 'kCnksa esa] Þfoi.ku dh n`f"V ls oLrq dks mu lqfo/kkvksa dk iqfyUnk ekuk tk ldrk gS tks miHkksDrk
dks izLrqr dh tk jgh gSAÞ3

a
4. fQfyi dksVyj dh jk; esa] Þ,d oLrq Øsrk dks lUrqf"V;k¡ vFkok lqfo/kk,¡ iznku djus okys HkkSfrd lsok ,oa
fpUgkRed fooj.kksa dk iqfyUnk gSAÞ4
5.
m
tkWtZ fQd ds vuqlkj] ÞoLrq euksoSKkfud lUrqf"V;ksa dk iqfyUnk gSAÞ5

a
la{ksi esa fu"d"kZ ds rkSj ij dgk tk ldrk gS fd ÞmRikn mu xkspj ,o vxkspj xq.kksa dk la;kstu gS tks xzkgdksa dh

n
mRikn&tU; ykHkksa] mi;ksfxrkvksa] ekufld larqf"V;ksa rFkk lsokvksa dh miyfC/k djkrs gSa vkSj tks Loa; esa izfrdkRed
gksrs gSaAÞ
mRikn dk egRo y
(Importance of Product)
d
u
^^oLrq (Product) leLr foi.ku fØ;kvksa dk dsUnz&fcUnq gSA** fcuk oLrq ds dksbZ Hkh foi.ku fØ;k ughaa gks ldrh gSA

t
foØ;] foKkiu] foØ; lao)Zu] vkfn lHkh oLrq ij gh fuHkZj gSaA oLrq dk ewY;] mldk forj.k ,oa mlls lEcafèkr uhfr;ka
mlh ij vkèkkfjr gSaA
1
S
"A product is a bundle of utilities consisting of various product features and accompanying services".
—W. Alderson: marketing Behaviour and Executive Action, p. 274.
2
"A product is a complex of tangible and intangible attributes, including packaging, colour, price, manufacturer's prestige and
retailer's prestige and manufacturer's and retailer's services which the buyer may accept as offering satisfaction of wants or needs."
—William J. Stanton: Fundamentals of Marketing, p. 178.
3
"A product therefore may be regarded from te marketing viewpoint a bundle of benefits which are being offered to the consumer."
—R. S. Davar : Marketing Management, p. 197.
4
"A product is a bundle of physical service and symbolic particulars expected to yield satisfactions or benefits to the buyer."
—Philip Kotler: Marketing Management, p. 289.
5
"A product is a cluster of psychological satisfactions."
— George Fisk: Marketing System –An Introductory Analysis, p. 506.
oLrq fu;kstu ,oa fodkl 97

mijksDr rF; Li"V djrs gSa fd foi.ku dh n`f"V ls mRikn vFkok oLrq d k vR;fèkd egRo gSA okLro esa lekt ds fofHkUu
oxks± Øsrk (Buyers), foØsrk (Sellers)] foi.ku izcUèkd (Marketing Managers), lekt (Society) ds fy, mRikn dk
vyx&vyx egRo gSA nwljs 'kCnksa esa mRikn ds egRo dks fuEu oxks± esa foHkkftr fd;k tk ldrk gSA
i. Øsrk ds n`f"Vdks.k ls (Buyer’s Point of View)]
ii. foØsrk ds n`f"Vdks.k ls (Seller’s Point of View)]
iii. foi.ku izcUèkd ds n`f"Vdks.k ls (Marketing Manager’s Point of View)]
iv. lkekftd n`f"Vdks.k ls (Society's Point of View)A
i. Øsrk ds n`f"Vdks.k ls (Buyer’s Point of View)µoLrq Øsrk dh Ø;'kfDr] mldk thou Lrj] ekufld larqf"V ,oa
vko';drkvksa dh iwfrZ dks izHkkfor djrh gSA mÙke oLrqvksa dk p;u ,d Øsrk ds thou dks lQy cukrk gS rFkk
oLrqvksa dk vHkko mlesa v'kkfUr mRiUu djrk gSA
^Øsrk cktkjksa* dh LFkkiuk us Hkh O;kolkf;d laLFkkvksa ds thou esa mRiknksa ds egRo dks c<+k fn;k gSA orZeku esa
fo'o ds vfèkdrj jk"Vªksa dh vFkZO;oLFkkvksa esa ^foØsrk&cktkjksa* ds LFkku ij ^Øsrk cktkjksa* dh LFkkiuk gksus yxh
gSA bl ifjorZu ds ifj.kkeLo:i] ^Øsrk* vFkZO;oLFkk dk lezkV curk tk jgk gSA vfèkdrj vFkZO;oLFkk;sa xzkgdksUeq[kh
(Customer-oriented) gksrh tk jgh gSaA vkèkqfud foi.ku fopkjèkkjk ds leFkZd O;olk;h ,oa m|ksxifr muds }kjk
izLrqr fd, tkus okys mRiknksa dks miHkksDrk&lUrqf"V dh dlkSVh ij ij[kus dh rhoz vko';drk vuqHko djus yxs
gSaA vr% ge dg ldrs gSa fd mRikn vFkok oLrq dk Øsrk ds n`f"Vdks.k ls vfèkd egRo gSA
m
ii.
o
foØsrk ds n`f"Vdks.k ls (Seller's Point of View)µfoØsrkvksa dh n`f"V ls Hkh oLrq dkQh egRoiw.kZ gSA okLro esa]

.c
oLrq foi.ku dk;ZØeksa dh tUenkrk vkSj vkèkkjf'kyk gSA fcuk oLrq ds u rks foi.ku dk;ZØe cu ldrk gS vkSj
u mldh fcØh gks ldrh gSA blesa dksbZ vfr'k;ksfDr ugha gS fd oLrq lHkh O;kolkf;d fØ;kvksa dh izkjfEHkd fcUnq
gSA oLrq ij gh (1) foØ; <k¡pk] (2) foØ; lao)Zu fØ;k,¡] (3) foi.ku vuqlUèkku ,oa fodkl] vkfn fØ;k,¡ vkèkkfjr
gSaA a
m
okLro esa] ns[kk tk;s rks oLrq ij gh lHkh O;kolkf;d fØ;k,¡ vkèkkfjr gSaA ;fn oLrq ugha gS rks] u rks oLrq ds cspus
okys feysaxs vkSj u oLrq ds cspus esa lgk;rk nsus okys eè;LFkA bl izdkj u rks foØ;drkZ gksaxs vkSj u ifjogu]
Hk.Mkj] foÙk] vkfn lsok iznku djus okysA
a
n
blh izdkj tc oLrq gh ugha gS rks] u rks foKkiu gksxk vkSj u foØ; lao)Zu fØ;k,¡A vr% bu fØ;kvksa esa yxus okys
O;fDr;ksa dh vko';drk gh ugha gksxh vkSj bl izdkj bu lsokvksa dh vko';drk u gksus ds dkj.k foLrkj gh ugha gksxkA
iii. y
foi.ku izcUèkd ds n`f"Vdks.k ls (Marketing Manager’s Point of View)µ,d dq'ky foi.ku izcUèkd dks
d
O;kolkf;d lQyrk izkIr djus ds fy, vius miØe ds mRikn ds xq.kksa ,oa fo'ks"krkvksa ij vfèkd&ls&vfèkd è;ku

u
nsuk pkfg,A bl lEcUèk esa dgk Hkh x;k gS fd ;fn foi.ku dk izFke funsZ'k vius xzkgdksa dks tkuuk gS rks nwljk
funsZ'k vius mRikn dks tkuuk gSA ;fn fdlh miØe dk mRikn nks"kiw.kZ gS rks vYi le; esa Hkys gh ml miØe
t
dks lQyrk fey tk;s ijUrq ,sls miØe dks nh?kZdky esa vlQyrk dk gh eqag ns[kuk iM+rk gSA vr% miØe dks

S
lQy cukus ds fy, viuh mRikn ds xq.kksa vkSj fo'ks"krkvksa esa fujUrj lqèkkj djrs jguk pkfg,A foi.ku izcUèkdksa
dk ;g lkekftd nkf;Ro gS fd os mRiknksa dh mfpr iwfrZ cuk;s j[ksa] mRiknksa ds mfpr ewY; fuèkkZfjr djsa vkSj mRikn
dh fdLe esa fxjkoV u gksus nsaA
iv. lkekftd n`f"Vdks.k ls (Society’s Point of View)µlkekftd n`f"Vdks.k ls Hkh mRikn dk cM+k egRo gSA ,d
vksj tgka mRikn ls miHkksDrkvksa dh vko';drkvksa dh lUrqf"V gksrh gS ogka nwljh vksj mRiknksa ds mRiknu] foKkiu]
foØ; lao)Zu ,oa forj.k fØ;kvksa esa djksM+ksa yksxksa dks jkstxkj Hkh feyk gqvk gSA
fu"d"kZ
(Conclusion)
mRikn gh leLr foi.ku fØ;kvksa dk dsUnz fcUnq gS vFkkZr~ fcuk mRikn ds dksbZ Hkh foi.ku fØ;k lEikfnr ugha dh tk
ldrh] pkgs mRikn gks ;k foØ;] foKkiu gks ;k foØ; lao)Zu] dher fuèkkZj.k gks ;k forj.kA ;fn O;kolkf;d txr
98 foi.ku ds fl)kUr

esa fdlh O;kolkf;d miØe dks 'kjhj] mlds izcUèk dks ân; vkSj cktkj dks jDr dh laKk iznku dh tk;s rks bl ckr
ls udkjk ugha tk ldrk fd mRikn iwjs O;kolkf;d miØe dk izk.k gksrk gSA ftl izdkj izk.k ds vHkko esa 'kjhj ,oa
mlds fofHkUu vax lkjghu gks tkrs gSa] Bhd mlh izdkj O;kolkf;d miØe esa ;fn mRikn u gks rks O;kolkf;d miØe
ds vU; lHkh lkèku fuf"Ø; gks tk;saxs D;ksafd mRikn ds vHkko esa dher uhfr] foKkiu ,oa foØ; lao)Zu uhfr vkSj forj.k
uhfr dk fuèkkZj.k lEHko ugha gSA lkj :i esa dgk tk ldrk gS fd mRikn gh og dsUnz fcUnq gS ftlds pkjksa vksj leLr
O;kolkf;d txr pDdj dkVrk jgrk gSA

mRikn&oxhZdj.k
(Product-Classification)
foi.ku dh n`f"V ls mRiknksa dks nks izeq[k oxkasZ& vkS|ksfxd mRikn ,oa miHkksDrk mRikn& e sa foHkDr fd;k tk ldrk gSA
,slk oxhZdj.k foi.ku laLFkk ds ^mRikn&lsok lafeJ* (Product-Service mix) ds fu/kkZj.k esa mi;ksxh jgrk gSA ,sls
oxhZdj.k dks vk/kkj cukdj laLFkk miHkksDrk&mRiknksa ,oa vkS|ksfxd mRiknksa ds foi.ku ds fy, i`Fkd~&i`Fkd~ foi.ku
uhfr;k¡ vkSj dk;ZØe cuk ldrh gSA foi.ku gsrq orZeku esa mRikn&oxhZdj.k ds fuEu :i esa vR;f/kd izpfyr gSaA
vkS|ksfxd&mRikn

m
(Industrial-Product)

o
vkS|ksfxd mRikn rFkk eky ls vk'k; mu oLrqvksa ls gS ftuds mi;ksx }kjk vU; oLrq;sa mRikfnr dh tkrh gSa vFkok lsok;sa
iznku dh tkrh gSaA vesfjdu ekdsZfVax ,lksfl,'ku ds vuqlkj] ÞvkS|ksfxd eky] og eky gS tks izeq[kr% vU; oLrqvksa ds

.c
mRikn vFkok lsokvksa dh miyfC/k gsrq cuk;k x;k gSA&Þ5 bu vkS|ksfxd mRiknksa esa fuEufyf[kr eky lfEefyr fd;k tk
ldrk gS&
1.
dk fgLlk ugha gksrs gSaA
a
,d yEch vof/k rd dke es vkus okys [kphZys o`gn~ lkt&lkeku (Large installations) tks fd vfUre mRikn

2. m
vfrfjDr vFkok lgk;d midj.k (Accessory equipment) tSls%& fMªYl] ysFl] fy¶V] VªDl] vkfn tks vfUre
mRikn dk fgLlk ugha gksrs gSaA
a
3.
iM+rk gSA n
og dPpk eky tks fd vfUre mRikn dk HkkSfrd fgLlk curk gS vkSj ftls izfof/k;u (Processing) ls xqtjuk

4. la?kVu fgLls (Component parts)A y

5.
d
os vkS|ksfxd lsok;sa (Industrial Services) tks fd la;U=k dh fØ;kvksa dks lqxe ,oa lqfo/kkizn cukrh gSaA

u
bu mi;qZDr of.kZr vkS|ksfxd mRiknksa dks dqN fo}ku fuEufyf[kr rhu Jsf.k;ksa esa oxhZÑr djrs gSa%
1.
t
x<+kbZ dk lkeku (Fabricating Materials): ,sls lkeku esa mu oLrqvksa dks lfEefyr fd;k tkrk gS tks viuh

S
ewy voLFkkvksa esa miHkksDrkvksa ds dke ugha vk ikrh gS vFkok iwjh rjg ugah cuh gksrh gS vkSj ftUgsa mi;ksxh cukus
gsrq ;k rks dqN vkS|ksfxd izfof/k;u ls xqtjuk gksrk gS vFkok vU; oLrqvksa ds la?kVd fgLls ds :i esa tM+ fn;k
tkrk gSA V~;wc] NM+s] píjsa ckW;yj] ikbi] ifg;s] Vk;j] fo|qr eksVlZ] vkfn x<+kbZ dh oLrqvksa ds dqNsd mnkgj.k
gSaA lkekU; rkSj ij x<+kbZ dk lkeku izekfir gksrk gSa bu lkekuks ds fuekZrk vFkok mRiknd muds foi.ku gsrq
miHkksDrk&foi.ku rFkk vkS|ksfxd foi.ku dh O;oLFkkvksa dks viukrs gSaA
2. midj.k mRikn (Equipement Production): ,sls lkeku esa mu oLrqvksa dks lfEefyr fd;k tkrk gS ftUgsa
dy&dkj[kkuksa esa LFkk;h rkSj ij vFkok ,d yEch vof/k ds fy; laLFkkfir (Installed) fd;k tkrk gSA e'khusa]
muds lgk;d midj.k vkfn blh dksfV esa vkrs gSaA ,sls mRikn cus gq, Hkh feyrs gSa vkSj dksbZ fuekZrk viuh
fof'k"V vko';drkvksa ds vuq:i cuok Hkh ldrk gSA dy&iqtsZ] n¶rj dk lkekukfn lkekU;rk igys ls gh cuk
5
"Industrial goods are those destined to be sold primarily for use in producing other goods or rendering services...." – by committee
on Marketing Definitions in. "A Glossary of Marketing Terms," 1960, p. 14
oLrq fu;kstu ,oa fodkl 99

gqvk [kjhnk tkrk gS] fdUrq fctyh vFkok ;kfU=kd&'kfDr lapkyu gsrq vko';d midj.k mudh {kerk dks /;ku
esa j[krs gq, [kkl rkSj ij cuk;s tkrs gSaA ;s oLrq,¡ vfUre oLrq dk fgLlk ugha curh gSaA
3. vkiwfrZ mRikn (Supplies Products): buesa mu oLrqvksa dks lfEefyr fd;k tkrk gS ftudh lgk;rk ls la;a=k
dh fØ;k,¡ lEiUu dh tkrh gSa vkSj tks vfUre mRikn dk fgLlk ugha curh gSaA ;s oLrq,¡ midj.k&mRiknksa dks
pykus esa Hkh lgk;rk djrh gSaA mnkgj.k ds fy,] bZa/ku ¼tSls dks;yk] rsykfn½+] fpdukbZ (Lubricants) dk;kZy;
es dke vkus okyh LVs'kujh vkfn dks ,sls vkiwfrZ&mRiknksa esa lfEefyr fd;k tk ldrk gSA bu mRiknksa dh [kjhn
cM+s iSekus ij dh tkrh gS vkSj ijh{k.k ds ckn dh tkrh gSA buds foi.ku gsrq foi.kudrkZ dsk vR;f/kd iz;Ru
djus t:jh gksrs gSaA
4. dPpk o v)ZfufeZr mRikn (Raw and Semi-finished Product): ;g og lkexzh gS ftldh lgk;rk ls iDdh
oLrq,¡ curh gSa vkSj bl lkexzh dks izfof/k;u ls xqtjuk iM+rk gSA
miHkksDrk&mRikn
(Consumer-products)
vesfjdu ekdsZfVax ,lksfl,'ku ds vuqlkj] ÞmiHkksDrk&eky] og eky gS tks vfUre miHkksDrkvksa ;k ifjokjksa ds iz;ksx ds
fy;s cuk;k x;k gS vkSj ,slh 'kDy esa gS fd mls fcuk okf.kfT;d izfØ;k ds iz;ksx esa yk;k tk ldrk gSAÞ1 miHkksDrk&
m
mRiknksa dks izeq[kr% miHkksDrk dh vknrksa vkSj euksof` Ùk;ksa ds vk/kkj ij fuEufyf[kr Jsf.k;ksa es oxhZÑr fd;k tk
ldrk gS&
o
.c
1. lqfo/kk&mRikn (Convenience-products): lqfo/kk&mRiknksa ls vk'k; mu oLrqvksa ls gS ftUgsa miHkksDrk U;wure
iz;Ruksa ds lkFk 'kh?kz igq¡p&;ksX; LFkkuksa ls [kjhnrk gS vkSj ftudk forj.k Hkh O;kid Lrj ij fd;k tkrk gSaA

a
,slh oLrq,¡ miHkksDrkvksa }kjk ckjEckj Ø; dh tkrh gSa vkSj budks Ø; djrs le; os vR;f/kd rqyukRed
v/;;u ugha djrs gSaA ;s oLrq,¡ izk;% de dher okyh gksrh gSa vkSj xzkgd mUgsa LoHkkoo'k [kjhnrk gSa ,slh oLrqvksa

m
dh dhersa Hkh lkekU;r;k miHkksDrkvksa dks ekywe jgrh gSA vkSj os budk laxzg.k ugha djds vko';drkuqlkj Ø;
djrs jgrs gSaA ,slh oLrq,¡ xq.k ,oa ewY; dh n`f"V ls izekfir gksrh gSa rFkk vf/kdrj czk.M ds vk/kkj ij fcdrh
a
gSaA bu oLrqvksa ds foØ; {ks=k esa vR;f/kd izfrLi/kkZ gksrh gS rFkk mRikndksa ,oa forjdksa dks ek¡x mRiUu djus ds

n
fy, foKkiu lao)ZukRed mik;ksa dk lgkjk ysuk iM+rk gSA isu] isfUly] L;kgh] dkxt] lkcqu] flxjsV] rEckdw]
chM+h] fn;klykbZ] v[kckj] LVkso&fiu] vkfn lqfo/kk&mRiknksa ds dqNsd mnkgj.k gSaA
2. y
lkSnk&mRikn (Shopping-products): lkSnk&mRiknksa ls vk'k; mu oLrqvksa ls gS ftUgsa miHkksDrk mudh dher]
d
fdLe] fMtk;u] jax] 'kSyh vkfn vk/kkjksa ij rqyuk djds [kjhnrs gSA mnkgj.k ds fy,] QuhZpj] twrs] ifguus ds

u
oL=k] phuh ds crZu] vkfn oLrq,¡ lkSnk&mRikn ekuh tkrh gSa ftUgsa [kjhnrs le; miHkksDrk mudh dher] fdLe]

t
fMtk;u] jax] 'kSyh] fVdkÅiu vkfn vusd y{k.kksa dks /;ku esa j[krk gSA pw¡fd bu oLrqvksa ij miHkksDrkvksa dks
vis{kkÑr vf/kd [kpZ djuk iM+rk gSA bu oLrqvksa ds Ø; dh ckjEckjrk Hkh lqfo/kk mRiknksa dh rqyuk esa de
S
gksrh gSA bu oLrqvksa dh fcØh ds fy, izk;% izR;sd cM+s&NksVs uxjksa esa fo'ks"k LFkku gksrs gSa] ftUgsa ^'kkWfiax lsUVlZ*
dgk tkrk gSA bu lsUVlZ ij fofHkUu fuekZrkvksa dk eky miyC/k jgrk gS ftlls mi;qDr p;u esa lqfo/kk jgrh
gSA bu oLrqvksa ds fuekZrk viuh oLrqvksa dks Fkksd O;kikjh ds fcuk Hkh lh/ks gh QqVdj O;kikfj;ksa dks csp
ldrs gSaA
3. fof'k"Vrk&mRikn (Speciality-product): fof'k"Vrk&mRiknksa ls vk'k; mu oLrqvksa ls gS ftuds izfr miHkksDrk
dk ,d fo'ks"k vkd"kZ.k gksrk gS vkSj ftUgsa [kjhnus ds fy, os fo'ks"k iz;kl djus gsrq rRij jgrs gSaA ?kfM+;k¡]
jsfÝtjsVj] dkjsa] eksVj&lkbfdysa] fo|qr&midj.k] [ksy&lkexzh] fp=kdkjh dh oLrq,¡] Jàxkj&izlk/ku vkfn
fof'k"Vrk&mRiknksa ds dqN mnkgj.k gSaA ,slh oLrq,¡ cgqr de ckj [kjhnh tkrh gSa vkSj miHkksDrk buds Ø; gsrq
fo'ks"k iz;kl djrk gSA blfy, budk forj.k lhfer ik;k tkrk gSA buds foØsrkvksa dks dkQh iw¡th dh
vko';drk gksrh gS vkSj mUgsa foØ;ksijkUr lsokvksa (After-sale services) dh Hkh O;oLFkk djuh iM+rh gSaA ,slh
100 foi.ku ds fl)kUr

vusd oLrqvksa dh fcØh ,tsUlh vk/kkj ij dh tkrh gSA bu oLrqvksa es ls vf/kdrj ekdkZ okyh (Branded) gksrh
gSa ftudh tkudkjh miyC/k djus ds fy, O;kikd foKkiu dk lgkjk ysuk iM+rk gSA
;gk¡ ;g crykuk vuqi;qDr ugha gksxk fd fdlh ,d Øsrk ds fy;s dksbZ oLrq fof'k"V&mRikn gks ldrh gSa vkSj fdlh vU;
Øsrk ds fy, lqfo/kk&mRiknA6 blfy,] dqN fo}kuksa dh jk; esa fof'k"Vrk&mRiknksa] lkSnk&mRiknksa rFkk lqfo/kk&mRiknksa esa
fdlh izdkj dk vUrj djuk Bhd ugha gS] D;ksafd fof'k"Vrk&mRikn vU; Jsf.k;ksa ds lkFk ijLijO;kih gSA7 brus ij Hkh
foi.ku dk;ZØeksa] uhfr;ksa ,oa nko&isapksa (Strategies) dh n`f"V ls mRikn&oxhZdj.k vR;ko';d gSA
fVdkÅ ,oa vfVdkÅ mRikn
(Durable and Non-durable Products)
mRiknksa dk oxhZdj.k muds iz;ks, ,oa thou&dky ds vk/kkj ij Hkh fd;k tk ldrk gSaA bl n`f"V ls oLrqvksa dks nks
Jsf.k;ksa& fVdkÅ vfVdkÅ oLrqvksa ds :i esa foHkDr fd;k tk ldrk gSA fVdkÅ oLrq,¡ os mRikn gS tks vusd ckj iz;ksx
es yh tk ldrh gSa vkSj dkQh yEcs le; rd dke esa vkrh jgrh gSaA vesfjdu ekdsZfVax ,lksfl,'ju dh ifjHkk"kk lfefr
ds vuqlkj] ÞfVdkÅ eky] og n`'; eky gS tks vusd ckj iz;ksx esa vkrk gSAÞ mnkgj.k ds fy, ?kM+h] QuhZpj] e'khusa] ia[ks]
jsfM;ks] VªkfUtLVj] Vsfyotu] jsdkMZ&Iys;j vkfn fVdkÅ mRiknksa es lfEefyr fd;s tk ldrs gSA blds foijhr] vfVdkÅ
mRiknksa ls vk'k; mu oLrqvksa ls gS tks lkekU;r% ,d ckj vFkok dqN ckj iz;ksx esa ykus ds ckn lekIr gks tkrh gSaA
vesfjdu ekdsZfVax ,lksfl,'ku dh ifjHkk"kk lfefr ds vuqlkj] ÞvfVdkÅ eky og n`'; eky gS tks lkekU;r% ,d vFkok
m
o
dqN iz;ksxksa esa lekIr gks tkrk gSAÞ lkcqu] [kk| inkFkZ] nw/k] [ksy dk lkeku] chM+h&flxjsV vkfn vfVdkÅ eky dh Js.kh

.c
esa lfEefyr fd;s tk ldrs gSaA vfVdkÅ mRiknksa dk thou vis{kkÑr vR;Ur vYi gksrk gSA vfVdkÅ oLrqvksa ds forj.k
gsrq O;kid foi.ku uhfr dks viukuk gksxk] dhersa Hkh de j[kuh gksaxh vksj xzkgdksa dks czkUM&tkx:d cukuk gksxkA fdUrq

a
fVdkÅ oLrqvksa ds fy, O;fDrxr foØ; dh O;oLFkk dks Hkh viuk;k tk ldrk gSA ykHk dh ek=kk Hkh
vf/kd j[kh tk ldrh gSA ,slh oLrqvksa ds fy, foØ;ksijkUr lsokvksa dh Hkh O;oLFkk djuh iM+rh gSA
mRikn&y{k.k oxhZdj.k
m
(Product-Characteristics Classificaction)
a
n
mRiknksa ds bl oxhZdj.k dks fodflr djus dk Js; izksQslj fy;ks ,lfiuoky (Leo Aspinwall) dks fn;k tkrk gSA bl
oxhZdj.k dks fodflr djus ds ihNs [kkst izfØ;k ,oa foi.ku lafeJ ds e/; ik;s tksus okys lEcU/k dks izdV djuk gSA
y
mRiknksa dks lqfo/kk] lkSnk ,oa fof'k"Vrk mRiknksa dh Jsf.k;ksa es oxhZÑr djus ls dsoy Øsrk&O;ogkj dh tkudkjh gh

d
foi.kudrkZ dks gks ikrh gS vkSj foi.kudrkZ ;g tku ikrk gS fd ,d Øsrk fdlh mRikn ;k lsok fo'ks"k dh [kkst ds fy,

u
vU; mRiknksa ;k lsokvksa dh rqyuk esa vf/kd le; D;ksa [kpZ djrk gSA fdUrq ;g ijEijkxr mRikn&oxhZdj.k Øsrk dh
[kkst&izfØ;k vkSj foi.ku lafeJ ds chp ds lEcU/k dks vfHkO;Dr djus esa vleFkZ jgrk gSA bl leL;k dks nwj djus
t
ds fy, izks. fy;ks ,lfiuoky us mRikn&oxhZdj.k gsrq ^mRikn&y{k.k ,oa lekukUrj iz.kkyh fl)kUr (Characteristics

S
of Goods and Parallel Theory) foi.ku txr ds lEeq[k izLrqr fd;k gSA8
fy;ks ,lfiuoky us mRikn&oxhZdj.k gsrq ik¡p egÙoiw.kZ mRikn&y{k.kksa dk pquko fd;k gS% (i) izfrLFkkiu nj (Replacement
Rate) (ii) ldy vUrj (Gross Margin), (iii) lek;kstu (Adjustments) (iv) miHkksx&dky (Consumption Time) ,oa
(v) rkyk'kh dky (Searching Time)A izfrLFkkiu nj bl ckr dks crykrh gS fd dksbZ oLrq cktkj es fdruh ckj [kjhnh
vkSj iz;qDr dh tkrh gSaA ldy vUrj izkjfEHkd mRikn&ykxr rFkk vfUre foØ; dher ds vUrj dks crykrk gSA
6
W. Lazer, "Marketing Management: A Systems Perspective." 1971, p. 241.
7 Richard H. Holton, "The distinction between convenience goods, shopping goods and speciality goods," Journal of Marketing, Vol.
DXXIII, July, 1958, pp. 53-56.
8 muds fl)kUr dk loZizFke izdk'ku lu~ 1956 esa] 'Cost and Profit Outlook' by the consulting firm, Alderson and Sessions esa] gqvk Fkk]
nsf[k;s] Introduction to Marketing : An Administrative Approach, by Lipson and Darling, pp. 604-607.
oLrq fu;kstu ,oa fodkl 101

lek;kstu xzkgdksa dh vko';drkvksa dh iw.kZ lUrqf"V gsrq oLrqvksa ds izfr ykxw gksrk gSA miHkksx&dky] miHkksx esa yxus okys
le; dks crykrk gSA ryk'kh&dky] le; ,oa iz;Ru dh ml ek=kk dks crykrk gS ftls Øsrk oLrq dh izkfIr gsrq [kpZ djus
dks rRij jgrk gSA
bu ik¡p y{k.kksa ds vk/kkj ij fy;ks ,lfiuoky us mRiknksa dks rhu oxkaZs esa oxhZÑr fd;k gS& yky (Red) mRikn] ihys
(Yellow) mRikn rFkk ukjaxh (Orange) mRiknA mRiknksa dh bu bu rhuksa Jsf.k;ksa dk vk/kkj ,lfiuoky us izR;sd mRikn
y{k.k dks ewY;kad (Score Value) iznku djds fuf'pr fd;k gSA ftu mRiknksa dk ewY;kadu uhpk gks mUgsa ^yky mRikn*
Js.kh] ftu mRiknksa dk ewY;kadu Å¡pk gks mUgsa ^ihys&mRikn* Js.kh rFkk ftu mRiknksa dk ewY;kadu U;wure ,oa mPpre
ewY;kaduksa ds chp esa gks mUgsa ^ukjaxh&mRikn* Js.kh esa j[kk x;k gSA
mRiknksa dks yky] ukjaxh ,oa ihyhs jax dh Jsf.k;ksa esa ck¡Vus ij foi.kudrkZ lqfo/kkiwoZd foi.ku uhfr ,oa nk¡oisp fu/kkZfjr
dj ldrk gSA ,lfiuoky us cryk;k gS fd ^yky&mRiknksa* ds foi.ku gsrq nh?kZ forj.k iz.kkyh (Long Channel of
Distributin) ,oa O;kid Lrjh; foKkiu dks vko';dh; rkSj ij viukuk pkfg,A ihys&mRiknksa ds foi.ku ds fy, NksVh
forj.k Jà[kyk rFkk izR;{k lao)Zu iz;klksa tSls& oS;fDrd foØ; dks viukuk pkfg,A ukjaxh jax ds mRiknksa ds foi.ku
ds fy, u rks nh?kZ vkSj u gh NksVh forj.k Ja[kyk dks viukuk pkfg, rFkk lao)Zu gsrq foKkiu ,oa oS;fDrd foØ; rjhdksa
dks fefJr :i esa viukuk pkfg,A

m
izks. ,lfiuoky ds bl oxhZdj.k dks la'kksf/kr ,oa leqUur cukus dk mYys[kuh; dk;Z ftu fo}kuksa us fd;k gS muesa xksMZu
bZ. fejsdy9 (Garden E. Miracle) rFkk fyilu ,oa Mkjfyax dks izeq[kr% lfEefyr fd;k tk ldrk gSA fyilu ,oa
o
.c
Mkjfyax us mRikn&fo'ks"krkvksa dh lwph esa lkr y{k.ksa dks lfEefyr fd;k gS10 & (i) Øsrk ds fy, mRikn dk egÙo (ii)
Ø;&izfØ;k esa Øsrk }kjk [kpZ fd;s tkus okys le; ,oa iz;klks dh ek=kk] (iii) mRikn ifjorZu] QS'ku vFkok izkS|ksfxdh

a
dh nj] (iv) Øsrk dh n`f"V ls mRikn dh rduhdh tfVyrk] (v) lkSns ds le; ,oa lkSns ds ckn dh vko';d lsok,¡ (vi)
mRikn&Ø; ,oa iz;qfDr dh ckjEckjrk nj] rFkk (viii) mRikn dk iz;qfDr foLrkj ,oa fofHkUu mi;ksxA bu lkr y{k.kksa

m
dks vk/kkj cukdj fyilu ,oa Mkjfyax us ik¡p mRikn&lewgksa dk fu/kkZj.k fd;k gS vkSj izR;sd y{k.k dks ewY; iznku djus
gsrw ik¡p Jsf.k;k¡ cuk;h gSaA miHkksDrk&mRiknksa ds lEcU/k esa cuk;s x;s ik¡p lewg bl izdkj gSA
lewg 1 % a
blesa flxjsV] ds.Mh cklZ] jstj CysM ,oa dksey is; lfEefyr fd;s tk ldrs gSaA
lewg 2 % blesa MªkbZ xzksljh ¼tSls pk;] phuh] n
cksry ;k fMCcs cUn [kk| inkFkZ vkfn½ nok;sa] y?kq ykSg&oLrq,¡] izlk/ku]
y
ToSyjh rFkk lkekU; oL=kksa dks lfEefyr fd;k tk ldrk gSA
lewg 3 %
d
blesa jsfM;ks] Vsfyfotu] Vk;lZ] cSfVª;k¡] ?kjsyw midj.k] efgyk oL=k] [ksydwn ds leku lfEefyr fd;s tk
ldrs gSaA
u
lewg 4 %
t
blesa mPp fdLe ds dSejs] dkjsa] dherh QuhZpj] Js"B ToSyjh ,oa fu/kkZfjr nokbZ;k¡ lfEefyr dh tk ldrh

blesS
gSaA
lewg 5 % a edku] iqjkru QuhZpj] mPp fdLe dh dykRed oLrq,¡ vkfn lfEefyr dh tk ldrh gSA
bu mi;qZDr ik¡p mRikn&lewgksa ds lkFk&lkFk ik¡p ewY; Jsf.k;k¡ Hkh fu/kkZfjr dh xbZ gSaA tks bl izdkj gSa% vfr fuEu (Very
Low), fuEu (Low), e/;e (High), mPp (High) ,oa vfr mPp (Very High)A bu Jsf.k;ksa esa vkus okys mRiknksa ds fy;s
viuk;h tkus okyh foi.ku uhfr;ksa ,oa dk;ZØeksa dh fofo/krk ij Hkh nksuksa fo}ku ys[kdksa us foLrkj ls izdk'k Mkyk gSA
mUgksaus vius oxhZdj.k dh rqyuk ,lfiuoky ds oxhZdj.k ls Hkh dh gSa vkSj cryk;k gS fd izFke lewg yky&mRikn Js.kh
9
lu~ 1965 esa] izks- fejsdy us ,lfiuoky ds fl)kUr dks leqUur djds vkxs c<+k;k FkkA fejsdy us mRikn&y{k.kksa dh lwph dks 9 rd c<+k fn;k
Fkk vkSj mRikn&oxhZdj.k gsrq 5 oxZ cuk;s FksA See, G. E. Meracel, "Product Characteristics a Marketing Strategy." Journal of Marketing
(Jan. 1965) pp. 18-24.
10
Lipson and Darling, op. cit., pp. 608-609.
102 foi.ku ds fl)kUr

dks crykrk gS f}rh;] r`rh; ,oa prqFkZ lewg yky mRikn Js.kh ls ihys mRiknksa dks Js.kh ds chp vkus okyh oLrqvksa dks
crykrk gS rFkk iape lewg ihyh&mRikn dh Js.kh dks crykrk gSA brus ij Hkh ,lfiuoky ,oa fyilu o Mkjfyax ds
mRikn&oxhZdj.k esa ,d ewy vUrj ;g gS fd fyilu o Mkjfyax ds mRikn&oxhZdj.k esa ,d ewy vUrj ;g gS fd fyilu
o Mkjfyax dk oxhZdj.k ,lfiuoky ds oxhZdj.k dh Hkk¡fr LFkSfrd u gksdj xfr'khy gSA dksbZ Hkh mRikn ,d yEcs le;
rd fdlh ,d Js.kh fo'ks"k esa ugha jgrk gSA blfy, fyilu ,oa Mkjfyax dk mRikn oxhZdj.k foi.ku&feJ ,oa
mRikn&feJ ds ifjorZu dks lrr~ vko';d cukrk gS ftlls laLFkk dh izfrLi/khZ fLFkfr etcwr cuh jgrh gSA

miHkksDrk mRikn vkSj vkS|ksfxd mRikn esa vUrj

(Difference between Consumer Products and Industrial Products)
vUrj dk vkèkkj miHkksDrk mRikn vkS|ksfxd mRikn
(Consumer Products) (Industrial Products)

1. xzkgdksa dh izÑfr miHkksDrk mRikn ds xzkgd vfUre miHkksDrk vkS|ksfxd mRikn ds xzkgd m|ksxifr ;k fuekZrk
gksrs gSaA gksrs gSaA
2. xzkgdksa dh la[;k miHkksDrk mRiknksa ds xzkgdksa dh la[;k vfèkd vkS|ksfxd mRiknksa ds xzkgdksa dh la[;k de

m
gksrh gSA gksrh gSA

o
3. ek¡x dh izÑfr miHkksDrk mRikn dh ek¡x izR;{k :i ls dh vkS|ksfxd mRikn dh ek¡x vizR;{k :i esa dh
tkrh gSA tkrh gSA

.c
4. mRikn fo'ys"k.k miHkksDrk mRikn ds Øsrk mRiknksa ds lkisf{kd vkS|ksfxd mRikn ds Øsrk mRiknksa ds lkisf{kd
xq.kksa vkSj voxq.kksa ls Hkyh&Hkkafr ifjfpr ugha xq.kksa vkSj voxq.kksa ls ifjfpr gksrs gSaA vr% os ,sls
gksrsA vr% os ,slh mRiknksa dks iz;ksx djus ls
a mRiknksa dk iz;ksx djus ls igys mudk xgu

m
igys mudk bruh xgurk ls fo'ys"k.k ugha fo'ys"k.k djrs gSaA
djrsA
5. cktkj dk foLrkj
a
miHkksDrk mRiknksa dk cktkj vfèkd foLr`r vkS|ksfxd mRiknksa dk ckt+kj vis{kkÑr de foLr`r

n
gksrk gSA gksrk gS
foi.ku jhfr&uhfr miHkksDrk mRiknksa dh vfèkd fcØh ds fy, vkS|ksfxd mRiknksa dh vfèkd fcØh ds fy, Øsrkvksa

y
6.
foLr`r foKkiu dk;ZØeksa ij vfèkd è;ku ds lkFk O;fDrxr lEcUèkksa ij vfèkd è;ku fn;k

d
fn;k tkrk gSA tkrk gSA

u mRikn fu;kstu dk vFkZ

t (Meaning of Product Planning)
S
oLrqr% foi.kudrkZ fdu mRiknksa dk fuekZ.k ;k forj.k djs] mRiknksa dk Lo:i dSlk gks] mRikn js[kk ds mís'; D;k gksa]
QeZ Lo;a vxz.kh cudj usrR` o djs ;k vU; QeksZ dk vuqlj.k djs] vkfn vussd iz'uksa ds lek/kku ds dk;Z {ks=k dks mRikn
fu;kstu dgk tkrk gSA
fofy;e ystj11 tSls fo}kuksa us mRikn fu;kstu ,ao fodkl12 dks i;kZ;okph crykrs gq, mUgsa mRikn izcU/k ds ml vax
ls ifjHkkf"kr fd;k gS tks laLFkk dh mRiknd {kerk ,oa vkS|ksfxdh dks xzkgd&ek¡x ds lkFk lek;ksftr djrk gSa bl vFkZ
esa] ÞmRikn fu;kstuß mRikn izcU/k dk ;g dk;Z{ks=k gS ftlesa mu leLr fØ;kvksa dks lekfo"V fd;k tkrk gS tks fd
11
W. Lazer, op. cit., p. 242.
12
mRikn fu;kstu ,oa mRikn fodkl i;kZ;okph ugha ekus tk ldrsA mRikn fodkl mRikn fu;kstu dk ,d vax gS rFkk mRikn vuqla/kku]
bUthfu;fjax ,oa fMtk;u ls lEcfU/kr gksrk gSA
oLrq fu;kstu ,oa fodkl 103

mRikndksa ,oa e/;LFkksa dks mudh mRikn js[kkvksa ds fuekZ.k rFkk fu/kkZj.k esa lgk;rk djrh gSA12
mRikn fu;kstu dk fopkj m|ksx dh foØ; lEHkkoukvksa] ykxr vko';drkvksa] foif.k lEHkkoukvksa vkSj mRiknu dh ykHk
lEHkkoukvksa dh vis{kkvksa ij cy nsrk gS rFkk mRikn fodkl dh lEHkkouk (Feasibility) dk fu/kkZj.k djrk gSA bl n`f"V
ls dqN fo}kuksa us ^mRikn fu;kstu* dks mRikn fodkl dh lEHkkoukvksa ds fu/kkZj.k ls ifjHkkf"kr fd;k gSA
dkyZ ,p. fj;sVtu ds vuqlkj] Þu;s&u;s mRiknksa dh [kkst] tk¡p] fodkl ,oa u;s mRiknksa dk O;kolk;hdj.k] fo|eku
js[kkvksa dk la'kks/ku vkSj vykHkdkjh enksa dk foyksiu mRiknu fu;kstu gSA13 fjs;sVtu dh ifjHkk"kk ds vuqlkj mRikn
fu;kstu ls vk'k;& (i) u;s mRiknksa ds fodkl djus] (ii) orZeku mRikn js[kkvks esa lq/kkj djus rFkk] (iii) vykHkdkjh
mRiknks ds foi.ku dks lekIr djus ls gSA
tkWulu ds vuqlj ÞmRikn fu;kstu] miHkksDrkvksa dh vusd bPNkvksa dh iwfrZ djus okyh RkFkk mRiknksa esa foØ;&;ksX;rk
tksM+us okyh fo'ks"krkvksa dk fu/kkZj.k djuk vkSj mu fo'ks"krkvksa dks vfUre mRiknksa es lfEefyr djuk gSAÞ14 ;s fo'ks"krk;sa
mRikn ds vkdkj&izdkj] jax] fMtk;u] ewY;] iSdsftax] xkj.Vh] lsok,¡ vkfn ls lEcU/k j[krh gSaA
mi;qZDr fopkjksa ls Li"V gS fd ÞmRikn fu;kstuÞ mRikn izcU/k dk og fgLlk gS tks mRikn fodkl dh lEHkkoukvksa dk
fu/kkZj.k djrk gS] fdu mRiknksa dk foi.ku ,oa fdudk foyksiu djuk gS] bls fuf'pr djrk gS] vkSj foi.ku fd;s tkus

m
okys mRiknksa dh fo'ks"krkvksa dks fuf'pr djds mUgsa vfUre mRiknksa esa lfEefyr djrk gSA budh izeq[k fo'ks"krk,¡
fuEufyf[kr gSa%&
1. o
mRikn fu;kstu ,d O;kid fopkj gS ftlesa mRikn fodkl rFkk mRikn uokpkj nksuksa fØ;k,¡ lfEefyr gksrh

.c
gSaA bls mRikn izcU/k dk vk/kkj dgk tk ldrk gSA
mRikn fu;kstu lEiw.kZ foi.ku dk;ZØe dk izkjfEHkd fcUnq gS rFkk mRikn fodkl dh lEHkork ds fu/kkZj.k] u;s
a
2.
mRiknksa ds fodkl] fo|eku mRikn js[kkvksa ds la'kks/ku ,oa foyksiu vkfn ls lEcU/k j[krk gSA

m
3. mRikn fu;kstu xzkgd&ek¡x dks lUrq"V djus okys mRikn&y{k.kksa dks ekywe djus rFkk mUgsa vfUre mRiknksa esa
lekfo"V djus dk egRoiw.kZ dk;Z gSA bl :i esa] mRikn fu;kstu ewyr% ,d rduhdh dk;Z gS tks mRiknu foHkkx
a
rFkk vuqla/kku moa fodkl foHkkx ls lEcU/k j[krk gSA

mRiknn fu;kstu dk egÙo

y
(Importance of Product Planning)

d
mRikn fu;kstu ds egÙo dks fuEu n`f"Vdks.kksa ls Hkyh&Hkk¡fr le>k tk ldrk gS&

uavkSj QeZ dh leLr fØ;k;sa ?kwerh jgrh gSaA D;k mRiknu djuk gS] fdruk mRiknu djuk
izkjfEHkd fcUnq /kqjh & mRikn fu;kstu leLr foi.ku fØ;kdykiksa dk ikjfEHkd fcUnq gksus ds lkFk&lkFk og 15
1.

gS] fdu mRiknkst

/kqjh Hkh gS ftlds pkjks
a dks la'kksf/kr djuk gS] fdu mRiknksa dks mRikn&js[kk ls i`Fkd~ djuk gS] fdu u;s mRiknksa dk
fodkl djukS gS] vkfn vusd ewy iz'u mRikn fu;kstu ls tqM+s gq, gSaA blds vfrfjDr dher fu/kkZj.k] foØ;
lao)Zu] foKkiu] forj.k&Jà[kykvksa dk p;u vkfn foi.ku dk;ZØe Hkh mRikn fu;kstu ls xgjs tqM+s gq, gSaA ;gh
12
"Product planning embraces all activitites which enable producers and middlemen to determine what should constitute a company's
line of productios."
— W. J. Stanton, op cit., p. 179.
13
"Product planning" may be defined as "the act of marking out and supervising the search, screening, development, and
commercialisaton of new products; the modification of existing lines, and the discontinuance of marginal or up-profitable items."
— Karl H. Tiet Jen "organising the product planning function," AMA Research Study, 59, AMA inc. New York, 1973, p.11
14
"Product planning" determines the characteristics of products, best meeting the consumers numerous desires, characteristics that add
saleability to products, and incorporates these characteristics into the finished products," Johnson, Sales and Marketing Manage-
ment. ed. 1957. p. 51.
15
W. J. Stanton, op. cit., p. 174
104 foi.ku ds fl)kUr

dkj.k gS fd bls vfrO;kid ,oa nwjxkeh izHkko Mkyus okyh ,slh fØ;k ekuk x;k gS tks LoHkko ls rduhdh gS
rFkk ykHkksa dh cqfu;knh fu/kkZjd gSaA pwafd QeZ dh lQyrk ,oa foQyrk mRikn fu;kstu ij fuHkZj djrh gSA
2. lkekftd nkf;Roksa dh iwfrZ dk lk/ku & mRikn fu;kstu O;olk; ds lkekftd nkf;Roksa dh iwfrZ dk ,d vuqie
lk/ku gSA gSA O;olk; ds lkekftd nkf;R;oksa dh fopkj/kkjk O;olk; ls ;g vis{kk djrh gS fd og vius
lk/kuksa dk iw.kZ lnqi;ksx djs] {kerkvksa dks fuf"Ø; u NksM+s] xzkgd&Lohdj.k dks c<+kdj [;kfr izkIr djs] vius
deZpkfj;ksa dks vkd"kZd etnwjh ns] lekt ds lnL;ksa dks jkstxkj ds volj miyC/k djs] djksa dk Hkqxrku
bZekunkjh ls djs rFkk xzkgdksa dks mPp thouLrj miyC/k djsA bu nkf;Roksa dh iwfrZ mRikn fu;kstu ds }kjk
foi.ku djus okyh QeZ lgh mRikn] lgh LFkku ij] lgh le; esa] lgh dherksa ij i;kZIr ek=kk esa igq¡pkdj dj
ldrh gS( D;ksafd mRikn fu;kstu foi.ku ds egÙoiw.kZ dk;Z&dyki ds :i esa lgh mRikn] lgh dherksa ij] lgh
LFkku ij] lgh le; ,oa lgh gkFkksa esa] i;kZIr ek=kk esa igq¡pkus dk dk;Z djrk gSA16 bl izdkj mRikn&fu;kstu]
QeZ ds vkfFkZd&lkekftd vkSfpR; dks Bksl vk/kkj iznku djrk gSA bl n`f"V ls mRikn fu;kstu ,oa fodkl
dk;ZØeksa dk egÙo fnuksa&fnu c<+rk tk jgk gSA
3. izcU/kdh; ;ksX;rk dk ifjpk;d & mRikn fu;kstu izcU/kdh; ;ksX;rkvksa dk ifjpk;d ,oa ewY;kadd gksrk gSA
blfy,] foi.ku {ks=k ds fo}kuksa dk dguk gS fd ÞmRikn fu;kstu dk vHkko laxBu esa izcU/kdh; fnokfy;kiu
dk ifjpk;d gS vkSj bl fLFkfr dh vksj ladsr djrk gS fd O;olk; dks mlds HkkX; ds Hkjksls NksM+ fn;k x;k

m
gSAÞ ;g dFku crykrk gS fd ;fn dksbZ QeZ mRikn fu;kstu ugha djrh gS rks ;g ekuk tk;sxk fd mlds
izcU/kd o`f) ,oa foosd ds {ks=k esa fnokfy;k gSa] vkSj os izcU/kd dgykus ds vf/kdkjh ugha gSA ;g dFku] bl ckr
o
dks Hkh izdV djrk gS fd tSls ygjksa ds lgkjs uko NksM+ nsus ls og vius y{; ij ugha igq¡p ldrh] mlh izdkj

.c
mRikn fu;kstu ds vHkko esa dksbZ Hkh QeZ mRikn uhfr y{;ksa dks izkIr ugha dj ldrhA vr,o] QeZ ds lHkh mRiknksa
dks ijLij ;qfDr;qDr rjhds ls lEc) djus vkSj QeZ dh izfrLi/khZ fLFkfr dks etcwr djus gsrq mRiknu fu;kstu

a
dh vko';drk o.kZu ls ijs gSA
4. izfrLi/khZ gfFk;kj & mRikn fu;kstu ds egÙo dks ,ysDts.Mj ØkWl ,oa fgy uked fo}kuksa us mls izfrLi/khZ

m
gfFk;kj dg dj izdV fd;k gSA17 mudk fopkj gS fd rhoz izfrLi/kkZ vk/kqfud foi.ku dh ,d izeq[k fo'ks"krk
cu x;h gS vkSj xR;kRed ,oa tfVy vFkZO;oLFkkvksa rFkk vfHko`f)r izfr;ksxh fLFkfr;ksa esa Lo;a ds vfLrRo dks
a
fVdk;s j[kus ds fy, mRikn fu;kstu tSls egÙoiw.kZ gfFk;kj dk iz;ksx vuqis{k.kh; cu x;k gSA dher fu/kkZj.k]

n
xzkgd lsok;sa] foØ; ,oa foKkiu dk;ZØe vkfn izfrLi/kkZ O;ogkjksa dh lQyrk Hkh mRikn fu;kstu O;ogkj ij
fuHkZj djrh gSA vr,o cktkj dh fof/k ekax ds vuq:i mRikn feJ dks lek;ksftr djus ds fy, mRikn fu;kstu
y
,oa fodkl dk;ZØe dk egÙo lrr~ c<+rk tk jgk gSA
5.
d
O;kid {ks=k & mRikn fu;kstu dk {ks=k vfr O;kid gS ftlesa mRikn fodkl rFkk mRikn uokpkj tSls egÙoiw.kZ

u
igyw lfEefyr gksrs gSA blfy, Hkh mRikn fu;kstu dk egÙo c<+rk tk jgk gSA LVsUVu18 dk dguk gS fd mRikn
fu;kstu esa fuEu {ks=kksa ls lEc) fu.kZ; ysus rFkk dk;ZØe ds fu/kkZj.k dh fØ;k;sa lfEefyr gksrh gSa%&
t
1. dkSu ls mRiknksa dk fuekZ.k fd;k tkuk pkfg;s rFkk dkSu ls mRikn [kjhns tkus pkfg,\

S
2. laLFkk dks mRikn js[kk dk foLrkj djuk pkfg, vFkok ljyhdj.k djuk pkfg,A
3. izR;sd oLrq ds u;s&u;s mi;ksx dkSu&dkSu ls gks ldrs gSa\
4. D;k mRikn dh fdLe okafNr cktkj ,oa mi;ksx ds vuqlkj gS ;k ugha\
5. mRiknksa ds fy, dkSu&lh czkaM] iSfdax ,oa yscy dk iz;ksx Bhd jgsxk\
6. mRiknksa dks fdl 'kSyh] vkdkj&izdkj] ,oa fMtk;u esa fodflr fd;k tkuk gS rFkk dkSu ls jax o lkexzh
dk mi;ksx Bhd jgsxk\
16
W. Lazer, op. cit., p. 242.
17
Alexander, Cross and Hill, op.cit., pp. 17-34.
18
W. J. Stanton, op. cit., p. 174.
oLrq fu;kstu ,oa fodkl 105

7. mRiknu ek=kk fdruh gksuh pkfg, rFkk mldk bUosUVjh fu;U=k.k dSlk gksxk\
8. mRiknksa dk ewY; fu/kkZj.k dSls fd;k tk;sxk o ewY; fdruk gksxk\

mRikn fodkl dk vFkZ

(Meaning of Product Development)
mRikn fodkl dk vFkZ mRikn&fopkj dks okLrfod mRikn es ifjofrZr djus ls fy;k tkrk gSA ;g og izfØ;k gS tks
rduhdh ,oa foi.ku {kerkvksa dks la;ksftr djrh gS vkSj iruksUeq[k mRiknksa ds iquLFkkZiuksa ds :i esa u;s mRikn vFkok
la'kksf/kr mRikn cktkj esa izLrqr djrh gSA19
LVsUVu ds 'kCnksa esa ÞmRikn vuqla/kku bathfu;fjax ,oa fMtk;u lEcU/kh rduhdh fØ;k,¡] mRikn fodkl dgykrh gSAÞ20
bl ifjHkk"kk ds vuqlkj fo|eku mRiknksa esa lq/kkj] mudk iqufMZtkbfuax rFkk u;s mRiknksa dk fodkl dk;Z ^mRikn fodkl*
ls lfEefyr gksrk gSA
fyilu ,oa Mkjfyax ds 'kCnksa esa] ÞmRikn fodkl og izfØ;k gS ftlesa] lkekU;r% ,d o"kZ dh iznÙk le;kof/k ds fy, mRikn
js[kk esa uohu mRikn tksM+s tkrs gS] pkyw mRikn gVk;s tkrs gSaA vkSj la'kksf/kr fd;s tkrs gSaA21

m
mi;qZDr ifjHkk"kkvksa ls Li"V gS fd ^mRikn fodkl* dk vFkZ mRikn js[kk es uohu mRiknksa dks tksM+us] pkyw mRiknksa dh
fMtk;uksa] vkdkjksa] miHkksxksa] xq.kksa ,oa iSdst fo'ks"krkvksa esa lq/kkj djus rFkk vokafNr mRiknksa dks i`Fkd djus ls gksrk gSA
vU; 'kCnksa esa cktkj dh okLrfod t:jrksa dks iwjk djus gsrq ^mRikn rS;kj djuk* mRikn fodkl dgykrk gSA22
o
.c
^mRikn&uhfr*] ^mRikn&fu;kstu* ,oa ^mRikn&fodkl* esa lEcU/k (Relation between 'Product-Policy', 'Product-
Planning' and 'Product-Development') & ^mRikn&uhfr*] ^mRikn&fu;kstu* ,oa ^mRikn fodkl* rhuksa gh ijLij ?kfu"V

a
:i ls tqM+s gq, gS vkSj mRikn&izcU/k ds midj.k gSaA bl n`f"V ls ^mRikn&uhfr*] ^mRikn&fu;kstu*] rFkk mRikn fodkl
ls dgha vf/kd O;kid foi.ku fØ;k gS ftlesa vU; nksuksa fØ;k;sa lfEefyr gks tkrh gSaA mRikn&uhfr QeZ ds ml lkekU;
m
iFk dk fu/kkZj.k djrh gS ftldk vuqlj.k QeZ }kjk fd;k tkrk gS rFkk tks laxBu ds lHkh O;fDr;ksa ,oa foHkkxksa dks ykHk

a
ns; izR;k;kssa dh izkfIr dh fn'kk dh vksj vxzlj djrh gSA ^mRikn&fu;kstu* ,oa ^mRikn&fodkl* nksuksa gh mRikn&uhfr

^mRikn&fu;kstu* mRikn&uhfr ds y{;ksa ,oa mísn

ds vax ,oa lk/ku gksrs gSaA

mRikn lEcU/kh ;kstuk,¡ vkSj dk;ZØe rS;y

';ksa dh izkfIr ds fy, mlds }kjk fu/kkZj.k lhekvksa ,oa Lrjksa ds vuqlkj
kj djrk gS rFkk mu mRikn fo'ks"krkvksa dk fu/kkZj.k djrk gS tks miHkksDrkvksa
d
dh fofo/k ek¡x dks Hkyh izdkj lUrq"V dj ldssA oLrqr% ^mRikn fu;kstu* dk dk;Z rduhfd :i ls fu.kZ; ysuk rFkk

muesa dSls la'kks/ku vko';d u

dk;ZØeksa dk fodkl djuk gSA mRikn&uhfr ds y{;ksa ,oa mís';ksa dh izkfIr gsrq laLFkk dh mRikn js[kk;sa dSlh gksuh pkfg,a¡]

t
gSa] rFkk mRikn&fodkl dh lEHkkouk;sa ykHkksi;ksxh gSa vFkok ugha] vkfn iz'uksa ds lek/kku
mRikn&fu;kstu miyC/k djkrk gSA ^mRikn fodkl* ^mRikn fu;kstu dk vfHkUu vax gksrk gSA oLrqr% mRikn&fu;kstu
iz'kklfud vf/kdS gS] tcfd ^mRikn&fodkl* izÑfr ls fØ;kRed vf/kd gSA*
ÞmRikn&fodklß mRikn&fu;kstu ds fu.kZ;ksa dks O;ogkj esa dk;Z:i iznku djus ds fy, mRiknksa ls lEcfU/kr mRikn
vuqlU/kku] mRikn&fMtkbfuax] uo&mRikn fodkl tSlh rduhfd fØ;kvksa dks lEiUu djus dh izfØ;k gSA ;g izfØ;k
19
William Lazer, op. cit., p. 243. fofy;e ystj us mRikn fodkl dks mRikn fu;kstu dk i;kZ;okph ekurs gq, foLr`r vFkksaZ esa Lohdkjk gSA
20
WJ Stanton. op cit., p. 180.
21
"Product development involves the adding, dropping, and modification of item specifications in the product line for a given period
of time, usually one year."
— Lipson and Darling, op. cit., p. 626.
22
"The product development may be defined as devising a product to meet the exact requirement of the market."
— SV Kodvekar "Key Role of R & D Developing Products" as article published in Economic Times, Jan., 17, 1972, p.v.
106 foi.ku ds fl)kUr
laLFkk dh rduhdh ,oa foi.ku {kerkvksa dks okLrfod :i ls la;ksftr djrh gS rkfd laLFkk gj lEHko foi.ku volj
dk ykHk mBk ldsA mRikn&fodkl] mRikn fopkj dks okLrfod mRikn esa cnyus ls lEcU/k j[krk gSA ;g mRikn fu;kstu
}kjk fu/kkZfjr fo'ks"krkvksa dks rduhfd :i ls mRiknksa esa lekfo"V djrk gSA
^mRikn&uhfr*] ^mRikn&fu;kstu ,oa ^mRikn fodkl* ds fØ;kdyki mPpLrjh; izcU/kdksa ds nkf;Ro ekus x;s gSaA
mPpLrjh; izcU/kd mRikn&uhfr dk fu/kkZj.k djrs gSaA rFkk mRikn&fu;kstu ,oa mRikn&fodkl ds rduhdh igyqvksa dk
ekxZn'kZu djrs gSaA ;|fi mRikn&fu;kstu ,oa mRikn&fodkl ds dk;ksZa dks lEiUu djus dk nkf;Ro fo'ks"kK izcU/kdksa ij
gksrk gSA] fQj Hkh buls lEcfU/kr fu.kZ; vR;Ur tksf[keiw.kZ rFkk O;kid izHkko okys gksrs gSa] blfy, mPpLrh; izcU/kdksa
dk vuqeksnu fy;k tkuk t:jh gksrk gSA

mRikn fodkl ds rÙo

(Elements of Product Development)
^mRikn&fodkl* lgh mRikn dks lgh :i esa lgh dherksa ij lgh ek=kk esa lgh LFkku ij igq¡pkus ls lEcU/k j[krk gS bl
dk;Z dks djus ds fy, mRikn fodkl izfØ;k ds fuEufyf[kr rhu rÙoksa dks fodflr fd;k x;k gS&
1. mRikn uokpkj (Product Innovation)% uokpkj dk vFkZ u;s fopkjksa dh [kkst ,oa mudh ykHkizn iz;qfDr ls

m
gksrk gSA mRikn uokpkj dh lgk;rk ls mRiknksa dks cktkj [k.M dh vko';drkvksa ds vuq:i cuk;k tkrk gS]
mRikn&js[kk esa uohu mRikn lfEefyr fd;s tkrs gSa vkSj mu voLFkkvksa dh [kkst dh tkrh gSA ftuesa ykHkizn
o
:i ls u;s mRiknksa dk fodkl ,oa foi.ku lEHko gksrk gSA dksbZ Hkh QeZ vkSj mlds izcU/kd orZeku izfrLi/khZ

.c
fLFkfr;ksa esa pkyw mRiknksa ls lUrq"V ugha jg ldrs] Hkys gh os mÙke ,oa ykHkizn D;ksa u gksaA ;gh dkj.k gS fd
mRikn uokpkj vFkkZr~ u;s mRiknksa ds fodkl dk dk;Z fnuksa&fnu vf/kdre izcU/kdh; Lohdj.k izkIr djrk tk
jgk gSA
a
mRikn uokpkj ds egÙo dks fuEufyf[kr ?kVdksa ds lUnHkZ esa ewY;kafdr fd;k tk ldrk gS&
m
1. uohu rduhdh vkfo"dkjksa ,oa miyfC/k;ksa dk leqfpr ykHk mBkus ds fy, uokpkj Øk;ZØe dks viukuk
vfuok;Z gSA
a
n
2. laLFkk dh fuf"Ø; dk;Z{kerk dk mi;ksx djus ds fy, uokpkj t:jh gSA

y
3. cktkj ,oa miHkksDrk ek¡x esa gksus okys ifjorZuksa ds lkFk lek;kstu djus ds fy, uokpkj vko';d gSA

d
4. laLFkk ds dk;Z{ks=k ,oa ykHkksa esa o`f) ds fy, uokpkj ijeko';d gSA
mRikn lq/kkj (Product Improvement): mRikn lq/kkj dk vFkZ cktkj&ek¡x] QS'ku] xzkgd&:fp;ksa vkfn ds
u
2.
vuqlkj mRiknksa esa mu xq.kksa dks mRiUu djus ls gS tks miHkksDrkvksa dks vf/kdre lUrqf"V miyC/k djk ldsaA
t
mRiknksa dh fdLe] vkÑfr] 'kSyh] jax] fMtkbu] mi;ksx vkfn fo'ks"krkvksa esa fd;s tkus okys ifjorZu mRikn

S
lq/kkj esa lfEefyr fd;s tkrs gSaA ;|fi mRikn lq/kkj tksf[ke iw.kZ gksrk gS] fdUrq mRiknksa ds fodkl dh rqyuk
esa de tksf[keiw.kZ gksrk gSA vkSj QeZ dh izfr;ksxh fLFkfr dks cuk;s j[kus ds fy, ijeko';d gksrk gSA
3. laos"Vu lq/kkj (Packaging Improvement): laos"Vu dk vFkZ oLrqvksa dks fMCcksa] iSdsVksa vFkok vU; dUVsulZ
esa bl izdkj cUn djus ls gksrk gS fd xzkgd mUgsa vklkuh ls igpku lds] ys tk lds] lqjf{kr j[k lds] VwV&QwV
u gks rFkk os xzkgd dh izfr"Bk dk izrhd cu ldsA laos"Vu oLrqvksa ds ewY; ,ao fcØh dks izHkkfor djrk gSA
vkSj mRikn foHksnhdj.k nk¡oisapksa dk ,d vuqie midj.k gksrk gSA laos"Vu lEcU/kh dkuwu moa fu;e Hkh xkzgdksa
dks /kks[kk/kM+h ,oa Bxh ls cpkus ds fy, vf/kdka'k jk"Vªksa esa] ikfjr fd;s tk pqds gSaA Hkkjr esa Hkh gky gh esa ,slk
dkuwu cuk fn;k x;k gS tks fMCcksa vFkok iSdVksa esa vkus okyh oLrqvksa ds uke] mRikndksa ds uke] mudh ek=kk]
ewY; vkfn ds ckjs esa iSdst ij fooj.k nsuk dkuwuu vko';d ekurk gSA bu leLr fLFkfr;ksa us laos"Vu lq/kkj
dks i`Fkd ls mRikn fodkl izfØ;k dk ,d izeq[k rÙo cuk fn;k gSA
oLrq fu;kstu ,oa fodkl 107

mRikn fodkl dk egRo

(Importance of Product Development)
mRikn fodkl dh u;h ifjfLFkfr;ksa ds fuekZ.k ,oa fo|eku ifjfLFkfr;ksa ds iw¡thdj.k ls lEcU/k j[krk gSA blfy,
O;kolkf;d QeZ] lekt vkSj jk"Vª ds n`f"Vdks.k ls ;g vR;Ur egÙoiw.kZ foi.ku fØ;k gSA blds egÙo dks fuEu fcUnqvksa
ls le>k tk ldrk gS%&
1. vkS|ksfxd fLFkjrk dks izksRlkgu & O;kolkf;d laLFkkvksa ds mRikn fodkl dk;ZØe mRikn js[kkvksa dk foLrkj
rFkk ladqpu djrs gSa ftlls vFkZO;oLFkk esa ek¡x&iwfrZ lUrqfyr jgrh gS] jkstxkj ds voljksa es deh ugha gksus ikrh
gS vkSj ifj.kkeLo:i vkfFkZd izxfr esa LFkkf;Ro vkrk gSA blds vykok O;olkf;d laLFkkvksa ds mRikn
fofof/kdj.k dk;ZØe ,oa mRikn lq/kkj dk;ZØe vkS|ksfxd izxfr dks xR;kRedrk iznku djrs gSaA
2. xzkgd&lUrks"k es o`f) & mRikn fodkl QeZ dh rduhdh ,oa foi.ku {kerkvksa dks cktkj ek¡x ds lkFk bl izdkj
la;ksftr djrk gS rkfd QeZ dh mRikn js[kk,¡ fofo/k xzkgd&vko';drkvksa dh iwfrZ vf/kdre lUrqf"V
miyC/k djrs gq, dj ldsA uokpkj u;s mRiknksa ds fodkl dks lEHko cukrk gS rFkk ljyhdj.k mRikn js[kkvksa
dh vuko';d tfVyrk dks nwj djds xzkgdksa ds mRikn p;u dks foosdiw.kZ lqxerk miyC/k djkrk gSA mRikn
lq/kkj ,oa laos"Vu lq/kkj xzkgdksa dks lkekftd izfr"Bk ,oa euksoSKkfud lUrqf"V miyC/k djrs gS adqy feykdj

m
;g dgk tk ldrk gS fd mRikn fodkl xzkgd&lUrks"k esa o`f) djrk gS] xzkgdksa dks LFkk;h cukrk gS vkSj u;s

o
cktkjksa dk fodkl djrk gSA

.c
3. QeZ ds ykHkksa esa o`f) & mRikn fodkl dk;ZØe QeZ ds ykHkksa esa o`f) djrs gSa D;ksafd uokpkj QeZ dh fuf"Ø;
{kerk dh iz;qfDr ,oa uwru vkS|ksfxdh ds ykHkksa dh miyfC/k dks uo mRiknksa ds fodkl }kjk lEHko cukrk gS]
izekihdj.k ls QeZ dh {kerkvksa dk iw.kZ lnqi;ksx gksrk gS] fof'k"Vhdj.k ls QeZ dh [;kfr c<+rh gS vkSj
a
ljyhdj.k ls QeZ ds lk/kuksa dk lnqi;ksx lEHko gksrk gSA bl izdkj QeZ dh izfrLi/khZ fLFkfr ,oa ykHkksa dh ek=kk

m
esa lq/kkj gksrk gSA
la{ksi esa ;g dgk tk ldrk gS fd ^mRikn fodkl* u;s mRiknksa ds fodkl }kjk QeZ ds cktkjksa dk fodkl djrk gS] ;g
a
Hkkoh mRikn js[kkvksa ij izdk'k Mkyrk gS] mRikn js[kkvksa ds foLrkj ladqpu dks crykrk gS( dherksa] foØ; lao)Zu] lsokvksa]

n
vk'okluksa vkfn ij mRiknksa ds izHkko dks iznf'kZr djrk gS vkSj mRiknksa ds lq/kkj rFkk fu"ikn&ewY;kadu ds vk/kkjksa ds

y
fodkl dks le>krk gSA vr,o mRikn fodkl O;kolkf;d laLFkkvksa ds fodkl&foLrkj] vfLrRo] fofu;ksxks ij izR;k;
nj] fLFkfr] tu&/kkj.kk ,oa oS;fDrd vkSj izcU/kdh; y{;ksa dh izkfIr ls tqM+k gkssus ds dkj.k mudk thou jDr dgk tk
ldrk gSA
d
u(Principles
oLrq&fodkl ds fl)kUr
t of Product Development)
S
foi.ku {ks=k ds fo}kuksa us oLrq&fodkl ds rhu fl)kUr crk;sa gSa tks vk/kqfud oLrq&fodkl ds dk;ZØeksa ds cqfu;knh ,oa
vfHkUu vax cu pqds gSaA bu fl)kUrksa dk foLr`r fooj.k] fuEu izdkj gS%&
1. izekihdj.k dk fl)kUr (Principle of Standardization)% Þizeki og ekin.M gS tks okLrfod ifj.kkeksa dh
tk¡p gsrq vk/kkj iznku djrk gSAÞ vU; 'kCnksa esa] Þizekihdj.k mu fof'k"V HkkSfrd ,oa jklk;fud xq.kksa dks LFkkfir
djus dh izfØ;k gS tks vU; enksa dh rqyuk ds vk/kkj gksrs gSaA ¼oLrqvksa ds fodkl esa izekihdj.k ls vFkZ mlds
vkdkj] :i] jax] ek=kk] fdLe o HkkSfrd o jklk;fud y{k.kksa ls gS tks ,d oLrq esa gksus pkfg,A
Hkkjr esa izekihdj.k dh 'kq:vkr 1947 esa gqbZ FkhA orZeku esa Hkkjrh; ekud C;wjks (Bureau of Indian Standards)
uked laLFkk dk;Zjr gSA bl laLFkk us vc rd] 15]800 ekud ;k izeki fu/kkZfjr fd;s gSa ftudk mi;ksx ,sfPNd
gSA ;gk¡ 12 gtkj laLFkk,¡ ,slh gSa tks ekud ds mi;ksx djus ds fy, ykblsUl izkIr djrh gSa tks 4]000 djksM+
:i;s ds ewY; dh oLrqvksa dk mRiknu izfro"kZ djrh gSA
108 foi.ku ds fl)kUr

2. ljyhdj.k dk fl)kUr (Principle of simplification): ljyhdj.k dk fl)kUr vuko';d oLrq fHkUurkvksa]

vkdkj&iznku] fdLe] fMtkbu] vkfn esa deh djrk gSA foi.ku dk;ZØeksa dks ljy cukrk gSA Hk.Mkj ykxrksa o
mRiknu rFkk forj.k ykxrksa es deh djrk gS rFkk oLrq vizpyu nsj ls djrk gSA
3. fof'k"Vhdj.k dk fl)kUr (Principle of specilization): fof'k"Vhdj.k dk fl)kUr oLrq&fodkl ds {ks=k esa
vuko';d oLrq fofo/khdj.k dks lekIr djus ij tksj nsrk gS rFkk fof'k"V {ks=k esa usrR` o iznku djrk gS ftlls
deZpkjh dh dq'kyrk c<+rh gS rFkk O;;ksa esa ferO;;rk gksrh gSA blls xzkgdksa dks Hkh vf/kdre lUrqf"V
feyrh gSA
mi;qZDr rhuksa fl)kUr vyx&vyx gSa ysfdu os ,d&nwljs ls tqM+s gq, gSaA ljyhdj.k ds vHkko esa u rks izekihdj.k gks
ldrk gS vkSj u fof'k"Vhdj.kA blh izdkj izekihdj.k ds vHkko esa u rks ljyhdj.k gks ldrk gS vkSj u izekihdj.kA
bl izdkj oLrqvksa ds fodkl esa bu rhuksa fl)kUrksa dk gh vuqlj.k fd;k tkuk pkfg,A

oLrq&fu;kstu ,oa oLrq&fodkl dk {ks=k

(Scope of Product-planning and Product Development)
oLrq&fu;kstu ,oa oLrq&fodkl dk {ks=k dkQh O;kid gSA blesa oLrq ls lEcfU/kr lHkh ckrsa vkrh gSa( tSls] oLrq dk vkdkj]

m
izdkj] fMtkbu] ewY;] jax] czk.M] losZJs"Bu vkfnA lkFk gh ds lHkh ckrsa Hkh blds {ks=k ds vUrxZr vkrh gSa ftuls oLrq
ds cktkj ij izHkko iM+rk gSA blds {ks=k esa eq[;r;k fuEu ckrsa vkrh gSa&
o
oLrq&fu.kZ; (Product-decision): fdlh oLrq dk fuekZ.k djus ls iwoZ fuekZrk dks igys ;g fu.kZ; djuk iM+rk

.c
1.
gS fd og fdl oLrq dk fuekZ.k djuk pkgrk gS ftlls fd mlh ds vuq:i lk/kuksa dks tqVk;k tk ldsA bl izdkj
oLrq&fu.kZ; fu;kstu dh izFke lh<+h gSA
2. a
oLrq dh fMtkbu o vkdkj (Design and Size of the Product): oLrq fu;kstu ds {ks=k esa oLrq dh fMtkbu

m
Hkh vkrh gSA ;gk¡ fMtkbu ds vFkZ esa ml oLrq dk <k¡pk] 'kDy] jax&:i] xU/k vkfn ls gSA vkdkj dk vFkZ oLrq
dh vkÑfr ls gSA ;g vkÑfr dbZ izdkj dh gks ldrh gS( tSls] NksVh] cM+h o e/;LFk oLrq&fu;kstu ds {ks=k esa
;g ckrsa Hkh vkrh gSaA
a
3.
n
oLrq dk uke (Name of the Product): oLrq ds fu;kstu ,oa fodkl esa oLrq dk uke Hkh vkrk gSA oLrq ds

y
uke ls vFkZ oLrq dk uke r; djuk gSa ;g uke ,slk gksuk pkfg, ftldks vklkuh ls iqdkjk tk lds] ;kn j[kk
tk lds rFkk tks oLrq dh DokfyVh o fuekZrk ds uke dks iznf'kZr djrk gks( tSls] fQfyIl cYc] foylu iSu]
,sojsMh cSVjh vkfnA
d
4.
u
oLrq dk jax (Colour of the product): ;fn oLrq dk cktkj fuekZrk cktkj gS rc rks jax] vkfn dk /;ku j[kus

t
dh vko';drk ugha gS ysfdu ;fn blds foijhr fLFkfr gS rks miHkksDrk dh :fp dk Hkh /;ku j[kuk gksxkA okLro
esa] jax oLrq dks cspusa esa cgqr lgk;d gksrk gSA Hkkjr esa vf/kdka'k oLrqvksa ds lEcU/k eas vHkh fuekZrk cktkj gh

5.
S
gSa ysfdu dqN oLrqvksa ds lEcU/k esa ifjorZu gksrk fn[kk;h ns jgk gSA
oLrq dk ewY; (Price of the product): oLrq dk ewY;] oLrq&fu;kstu es ,d cgqr gh egRoiw.kZ ?kVd gSA ;fn
ewY;&fu;kstu esa dksbZ xyrh ;k Hkwy gks tkrh gS rks O;olk;h dk lkjk iz;Ru vlQy gks ldrk gSA vr% ewY;
fu;ksftr djrs le; oLrq dh ek¡x o mldh p;u'khyrk] izfr;ksfxrk] miHkksDrk dh ns; {kerk] oLrq dk oxhZdj.k
¼lqfo/kk] fof'k"V o lkSns dk eky½ forj.k rjhdk] oLrq ds ewY; ij ljdkjh izfrcU/k vkfn dk /;ku j[kuk pkfg,A
6. oLrq dk czk.M] iSdsftax o ysfcy (Brand, packaging and label of te product): oLrq&fu;kstu esa oLrq
dk czk.M] mldk iSdsftax o ysfcy Hkh r; djuk iM+rk gSA czk.M ,d izdkj dk fpUg gS ftldk iz;ksx oLrq dk
uke ;kn j[kus ds fy, fd;k tkrk gS ftlls fd xzkgd ml oLrq dks vklkuh ls igpku dj Ø; dj ldsA Hkkjr
esa blds cgqr&ls mnkgj.k feyrs gSa( tSls] [ktwj czk.M MkyMk] ouLifr ?kh] frryh Nki twrksa dh ikWfyl vkfnA
oLrq fu;kstu ,oa fodkl 109

iSdsftax oLrq dks ykus&ys&tkus esa lqfo/kk nsus] mlds [kjkc gksus ls cpkus] e/;LFkksa }kjk dh tkus okyh tkylkth
dks jksdus o oLrq ds foKkiu ds fy, fd;k tkrk gSA Hkkjr esa vf/kdka'k nokbZ;k¡ dk¡p dh 'khf'k;ksa ;k Vhu ;k
IykfLVd ds fMCcksa esa iSd dh gqbZ feyrh gSA
oLrqvksa ij ,d ysfcy vkSj yxk;k tkrk gS ftlls mlds iSdsftax o oLrq esa tkylkth u dh tk ldsA ;g ysfcy
lk/kkj.kr;k dkxt dk gksrk gS ftlesa oLrq ds xq.k] mlesa feyh gqbZ oLrqvksa dh ek=kk] czk.M vkfn Nik jgrk gSA
7. oLrq ds u;s iz;ksx (New uses of the product): oLrq ds u;s&u;s mi;ksxksa dk irk yxkuk Hkh oLrq&fu;kstu
ds {ks=k eas vkrk gSA u;s iz;ksxksa dk vFkZ gS oLrq fdu&fdu u;s dk;ksZa esa vk ldrh gS\ bl dk;Z ds fy,
vuqlU/kku fd;k tkrk gS tks miHkksDrk o oLrq nksuksa ds ckjs esa gks ldrk gSA
8. oLrq dh xkj.Vh ,oa lsok (Guarantee & Service of the product): oLrqfu;kstu dk 'kk;n ;g vfUre dk;Z
gSA miHkksDrk dks xkj.Vh nh tkrh gS fd ;fn oLrq tYnh [kjkc gks tk;sxh rks cny nh tk;sxh ;k mldh eq¶r
ejEer dj nh tk;sxhA bl izdkj dh xkj.Vh Hkh ,d lsok gS tks foØ; ds ckn dh tkrh gSA xkj.Vh dk mís';
miHkksDrk dks bl ckr dk fo'okl fnykuk gS fd mldks ewY; dk mfpr izfrQy fn;k tk jgk gSA
bl izdkj oLrq&fu;kstu ,oa fodkl&oLrq ds cuus o cspus ij gh lekIr ugha gks tkrk gS cfYd miHkksDrk dks mfpr lUrks"k
nsus ds fy, ckn esa Hkh fd;k tkrk gSA

oLrq&fu;kstu dk mÙkjnkf;Ro m
(Responsibility of Product Planning) o
.c
oLrq&fu;kstu dk mÙkjnkf;Ro fdldk gS\ bldk mÙkj lk/kkj.k gS fd ;g dk;Z laLFkk ds ekfyd dk gSA ysfdu tc
oLrqvksa dk fuekZ.k dEifu;ksa ds }kjk fd;k tkrk gS tks bl dk;Z dk mÙkjnkf;Ro dEiuh ds lapkyd e.My dk gSA
a
cM+h&cM+h O;kolkf;d laLFkk,a bl dk;Z dks ,d lapkyd dks lkSai nsrh gSa vkSj ml lapkyd dks oLrq&fu;kstu ,oa fodkl

m
lapkyd dgrs gSaA dqN laLFkk,a vyx ls laapkyd ugha j[krha vkSj ;g dk;Z foi.ku lapkyd dks lkSi nsrh gSa tcfd dqN
;g dk;Z oLrq fu;kstu lfefr ds ek/;e ls djrh gSaA ;g lfefr vius dk;Z dks vklku djus ds mís'; ls izR;sd oLrq
a
ds fy, vyx&vyx oLrq çca/kd fu;qDr dj nsrh gS vkSj bl çdkj oLrq fu;kstu dk dk;Z vyx&vyx oLrq izcU/kdksa

n
ij igq¡p tkrk gSA oLrq&fu;kstu lfefr Lo;a mu lHkh dk;ksZ esa leUo; djrh gS vkSj lapkyd&e.My ds fy, mÙkjnk;h
gksrh gSA
y
oLrq&fu;kstu ,oa fodkl ds fy, laxBu
d
(Organisation for Product-Planning and Development)
oLrq&fu;kstu ,oa fodkl dsu
t izdkj ds gksrs gSa ysfdu bu laxBuksa esa dqN lekurk,¡ ik;h tkrh gSaA
fy, laxBu fofHkUu laLFkkvksa esa fofHkUu izdkj ds gksrs gSa] vkSj lkFk gh ;g laxBu fofHkUu
O;olk;ksa ds fy, Hkh fofHkUu
lk/kkj.kr;k tc SdksbZ fopkj lkeus vkrk gS rks mldh LohÑfr O;olk; ds izcU/k }kjk dh tkrh gSA ;g fopkj ,d u;h
oLrq ds cukus ds lEcU/k esa ;k iqjkuh oLrq esa ifjorZu ds lEcU/k esa gks ldrk gSA fopkj dh LohÑfr fey tkus ij
oLrq&fu;kstu foHkkx }kjk izkjfEHkd tk¡p&iM+rky dh tkrh gS vkSj oLrq lEcU/kh fo'ks"krkvksa dks ,df=kr fd;k tkrk gSA
;g lHkh lwpuk,¡ bathfu;fjax foHkkx dks ,d ekWMy cukus ds fy, Hkst nh tkrh gSA ;g foHkkx ,d ekWMy cukdj fuekZ.k
foHkkx dks Hkst nsrk gSA vc fuekZ.k foHkkx oLrq dk FkksM+h lh ek=kk esa fuekZ.k djrk gS vkSj rnqijkUr foØ; ;k foi.ku
ijh{k.k foHkkx dks ijh{k.k gsrq lkSai nsrk gSA ;g foHkkx ,d fuf'pr {ks=k esa oLrq dh fcØh djrk gS vkSj bl lEcU/k esa
miHkksDrk ,oa e/;LFkksa vkfn lHkh dh izfrfØ;kvksa dks mfYyf[kr djrk gS vkSj buds vuqlkj vko';d Qjs&cny gsrq
bathfu;fjax foHkkx dks fQj ifjorZu djus ds fy, dgk tkrk gSA ;g foHkkx mlesa ifjorZu dj fuekZ.k foHkkx dks lkSai
nsrk gS tks ml oLrq dk okf.kT;hdj.k ds vk/kkj ij fuekZ.k djrk gSA xzkgdksa dks oLrq ds ckjs esa esa tkudkjh o mUgsa
[kjhnus ds fy, ykykf;r djus ds mís'; ls foKkiu ,oa foØ; lao)Zu foHkkx Hkh dk;Zokgh djrk gSA vkSj vUr esa oLrq
110 foi.ku ds fl)kUr

miHkksDrk ij igq¡p tkrh gSA ;fn miHkksDrkvksa }kjk vc Hkh oLrqvksa esa Qsj&cny dh vko';drk O;Dr dh tkrh gS rks
fQj foi.ku vuqlU/kku dj ogh Øe viuk;k tkrk gSA ,d laLFkk esa lk/kkj.kr;k oLrq&fu;kstu ,oa fodkl ds fy, fuEu
izdkj tSlk laxBu ik;k tkrk gS%&
Marketing Director Product Plannig Engineering Research
and Development

Marketing finding:
Customer specification:
Perliminary Sales Manufacturing
estimation

Product Testing
Marketing Research

Engineering for
Modification

m
o
Sales Manufacturing for
Customer Advertising Full Scale Production

.c
Sales Promotion

bl laxBu esa foi.ku izcU/kd dks mÙkjnk;h cuk;k x;k gS ysfdu lnk gh ,slk ugha gksrk gSA dqN laLFkk,a blds fy,
oLrq izcU/kd fu;qDr djrh gSaA tcfd dqN oLrq&fu;kstu lfefrA
a
oLrq ifjorZu fu.kZ;
m
a
(Product-Change Decision)

n
,d fuekZrk ds le{k tc oLrq&ifjorZu ds fu.kZ; dh ckrh vkrh gS rks fofHkUu igyqvksa ij fopkj djus ds i'pkr~ mldks
rhu esa ld ,d fu.kZ; ysuk iM+rk gSa blh ckr dks bl izdkj Hkh dg ldrs gSa fd oLrq lEcU/kh fu.kZ; rhu izdkj ds gksrs
y
gSa & (i) oLrq la'kks/ku fu.kZ;] (ii) oLrq ifjR;kx fu.kZ;] (iii) u;h oLrq&fuekZ.k fu.kZ;A

d
,d oLrq dk thou pØ bu rhuksa ij izHkko Mkyrk gSA os oLrq,¡ tks ifjiDo voLFkk esa gSa mUgssa iSdsftax o vU; izdkj

u
ls la'kks/ku djus ds fu.kZ; ysus dh vko';drk gksrh gS ysfdu os oLrq,¡ tks voufr voLFkk ij igq¡p pqdh gSa mUgsa vius

t
oLrq&feJ.k ls ifjR;kx dk fu.kZ; ysus dh vko;';drk gksrh gS D;ksafd vc mudh fcØh ds c<+us dh dksbZ lEHkkouk ugha

S
gSA cfYd blds foijhr mudh fcØh ds rhoz xfr ls ?kVus dh gh lEHkkouk gSA ,slh gkyr esa u;h oLrq,¡ fuekZ.k djus
dk fu.kZ; fy;k tk ldrk gSA

oLrq&la'kks/ku dk fu.kZ;
(The Product -Modification Decision)
Þfdlh oLrq ds HkkSfrd y{k.kksa ;k mlds iSdsftax esa tku&cw>dj ifjorZu djus dks oLrq la'kks/ku dgrs gSaAÞ23 ;g
oLrq&la'kks/ku lHkh oLrqvksa esa lEHko ugha gksrk gSA ;g oLrq&la'kks/ku lHkh oLrqvksa esa lEHko ugha gksrk gSa fo'ks"k :i ls mu
oLrqvksa es tgk¡ muds dPps eky o jklk;fud inkFkZ esa dksbZ vUrj ugha gSA mnkgj.k ds fy,] lk/kkj.k feêh dk rsy Hkkjr
23
"A product-modification is any deliberate alteration in the physical attributes of a product or its packaging.
— Philip Kotler: Marketing Management, p. 452.
oLrq fu;kstu ,oa fodkl 111

es ^bf.M;u vkW;y*] Hkkjr iSVªksfy;e o fgUnqLrku iSVªksfy;e uked rhu cM+h dEifu;ksa }kjk rS;kj fd;k o cspk tkrk gSA
ysfdu blds HkkSfrd y{k.kksa esa dksbZ vUrj ugha gSA vr% ,sls ekeyksa esa euksoSKkfud vUrj o epsZ.Mkbftax ls ifjorZu dj
foi.ku fd;k tkrk gSA
izR;sd fuekZrk le;&le; ij bl ckr dk irk yxkrk jgrk gS fd D;k oLrqvksa esa la'kks/ku dj vf/kd ykHk dek;k tk
ldrk gSA ;g la'kks/ku oLrq ds vkdkj] Lokn] lkexzh] dk;Z] bathfu;fjax] o 'kSyh vkfn es ls fdlh ,d esa ;k dbZ dks
feykdj fd;s tk ldrs gSaA
vkt ds bl iforZu'khy ;qx esa cgqr&ls dkj.k gSa tks ,d fuekZrk dks viuh oLrqvksa esa la'kks/ku djus ds fy, foo'k dj
nsrs gSA ftlls fd ykHk dks cuk;s j[kk tk lds ;k mles o`f) dh tk ldsA ;s dkj.k fuEufyf[kr gSa%&
1. izfrLi)kZ (Competition): izfrLi)kZ lcls egRoiw.kZ ,oa izeq[k dkj.k gS tks oLrq esa la'kks/ku ds fy, ck/;
djrh gSA
2. rduhdh mUufr (Technical Progress): ns'k esa mUur rduhd miyC/k gksus ds dkj.k Hkh oLrq esa la'kks/ku
djuk vfuok;Z gks tkrk gSA mnkgj.k ds fy,] nk<h cukus okys CysMA Hkkjr esa og CysM yksgs dh iÙkh ds gksrs
Fks ysfdu vc LVsuySl LVhy ds miyC/k gSaA blh izdkj igys lk/kkj.k VkbijkbVj Fks ysfdu vc fctyh ds
VkbijkbVj Hkh miyC/k gSaA
3.
m
foØ; fxjkoV (Sales Decline): oLrq dh fxjrh gqbZ fcØh oLrq&la'kks/ku ds fy, ck/; dj nsrh gSA

o
mi;qZDr dkj.kksa ls o'khHkwr gksdj oLrq&la'kks/ku fd;k tkrk gS ftlesa dHkh rks mldk iSdsftax cny fn;k tkrk gS rks dHkh

.c
oLrq uokpkj dj fn;k tkrk gS rks dHkh fcYdqy u;h oLrq izLrqr dj nh tkrh gSA dHkh&dHkh rks ml oLrq ds u;s&u;s
ekWMy izfro"kZ fudky fn;s tkrs gSaA Hkkjr esa ^izhfe;j&izslhMs.V] ^fgUnqLrku dkj* o ^ek:fr dkj* ds ekWMy bUghsa dkj.kksa
ls izfro"kZ ;k dqN o"kZ ckn fudkys tkrs gSaA
a
m
oLrq&lq/kkj ;k la'kks/ku dh cgqr&lh jhfr&uhfr;k¡ gSa ysfdu eq[; fuEu rhu gSa%&
fdLe&lq/kkj jhfr&uhfr (Quality-improvement strategy): bl jhfr&uhfr dk mís'; oLrq ds izfr fo'okl
a
1.
,ao fVdkÅiu es o`f) djuk gSA ;g dk;Z oLrq dh lkexzh ;k mldh rkfU=kd ckrksa esa Qsj&cny dj fd;k tkrk

n
gS vkSj ;g uhfr ml le; viuk;h tkrh gS tcfd (i) fuekZrk izfr;ksfxrk esa ihNs ugha jguk pkgrk gS] ;k (ii)

y
fuekZrk viuh fuEu DokfyVh ds mRiknu ds fy, izfl) gS vkSj vc mPp DokfyVh dh oLrq cukdj viuh izflf)
pkgrk gS] ;k (iii) fuekZrk vius foi.ku mís';ksa dh iwfrZ djuk pkgrk gSA ;g mís'; fdlh cktkj esa viuh fLFfr
d
izeq[k cukus ds fy, gks ldrs gSaA

u
;g uhfr ,d vPNh uhfr gS ysfdu 'krZ ;g gS fd (i) oLrq esa ifjorZu bl izdkj fd;k tk; fd og ifjorZu

t
lkQ&lkQ fn[kk;h ns] ,oa (ii) Øsrkvksa dh i;kZIr la[;k oLrq dh fdLe lEcU/kh rF;ksa dh tkudkjh ls izsfjr gksuh
pkfg,A
2. S
'kSyh&lq/kkj jhfr&uhfr (Style-improvement Strategy): bl jhfr&uhfr ds viukus esa oLrq esa lkSUn;Z
lEcU/kh vkd"kZ.k c<+k;k tkrk gSA dEifu;ksa }kjk eksVjxkfM;ksa ds tks ekWMy izfro"kZ fudkys tkrs gS os 'kSyh
izfr;ksfxrk ds dkj.k gh fudkys tkrs gSaA ysfdu ;g 'kSyh izfr;ksfxrk cgqr&lh leL;k,¡ mRiUu djrh gSA ;g
dguk dfBu gS fd u;h 'kSyh dks xzkgdksa }kjk viuk fy;k tk;sxkA blh izdkj ;fn u;h 'kSyh dh oLrqvksa dk
fuekZ.k djuk 'kq: gksrk gS rks fuekZrk iqjkuh 'kSyh dh oLrqvksa dk mRiknu cUn dj nsrk gSA bldk ifj.kke ;g
gksrk gS fd 'kSyh&lq/kkj jhfr&uhfr ds viukus esa fuekZrk oLrq ds dqy cktkj esa viuk LFkk;h fgLlk
cuk ysrk gSA
3. dk;Z lEcU/kh lq/kkj jhfr&uhfr (Functional featres improvement strategy): bl jhfr&uhfr dk mís';
okLrfod ;k dfYir iz;ksDrk&ykHkksa esa o`f) djuk gSA blesa oLrq&lq/kkj bl izdkj fd;k tkrk gS fd og
vf/kd lqfo/kktud] dq'ky ,oa lqjf{kr cu ldsA
112 foi.ku ds fl)kUr

mi;qZDr rhuksa jhfr&uhfr;k¡ ,d&nwljs ls LorU=k gSa ysfdu O;ogkj es ;g ik;k tkrk gS fd fuekZrk mi;qZDr rhuksa dks gh
,d lkFk viukrs gSaA izk;% ;g ik;k tkrk gS fd fdlh ,d jhfr&uhfr dk iz;ksx u djds bu jhfr&uhfr;ksa ds fefJr
:i dks viukrs gSaA ,d laLFkk dks viuh izfr;ksxh fLFkfr cuk;s j[kus ds fy, oLrq dh fdLe] 'kSyh ,oa dk;kZRed lq/kkj
lEcU/kh uohurkvksa dks viukrs jguk pkfg,A
ysfdu oLrq&la'kks/ku djus es tksf[ke jgrh gSA vr% laLFkk dks tksf[ke ?kVkus okys mik;ksa ij fopkj vo'; dj ysuk
pkfg,A tksf[ke de djus ds mís'; ls oLrq esa la'kks/ku /khjs&/khjs fd;k tk ldrk gSA foi.ku vuqlU/kku ij i;kZIr ek=kk
es O;; djds lEHkkfor foØ; izHkkoksa dk irk yxk;k tk ldrk gS rFkk u;h la'kksf/kr oLrqvksa ds lkFk iqjuh oLrqvksa dks
Hkh pkyw j[kk tk ldrk gSA

oLrq ifjR;kx dk fu.kZ;

(Product Elimination Decision)
tc ,d fuekZrk viuh fuekZ.k&rkfydk esa ls fdlh oLrq dks fudky nsrk gS rks bldks oLrq lekfIr ;k oLrq yksi ;k oLrq
ifjR;kx dgrs gSaA blesa fuekZrk ds }kjk ml fudkyh gqbZ oLrq dk fuekZ.k cUn dj fn;k tkrk gSA tSls] ;fn fdlh nokb;ksa
ds fuekZrk }kjk 10 nokbZ;ksa dk fuekZ.k ,oa foØ; fd;k tk jgk gS ysfdu dqN le; ckn og 9 nokb;ksa dk fuekZ.k ,oa

m
foØ; djrk gS vkSj nloha nok dk fuekZ.k ,oa foØ; cUn dj nsrk gS rks blh dks ge oLrq yksi ;k oLrq ifjR;kx dk
uke nsrs gSaA
o
vc ;g iz'u mBrk gS fd oLrq&lekfIr ;k yksi dk fu.kZ; ,d fuekZrk }kjk D;ksa fy;k tkrk gS\ ;k blh dks ge bl izdkj

.c
dg ldrs gSa fd ,d fuekZrk dks ,slk fu.kZ; ysus ds fy, ck/; djus okys dkSu&dkSu ls dkj.k ;k ?kVd gSa\ ,slk fu.kZ;
ysus ds dkj.k ;k ?kVd fuEu gks ldrs gSa%&
1.
a
fxjrh gqbZ fcØh (Declining sale): tc fdlh oLrq dh fcØh izfro"kZ fxjrh tk jgh gS vkSj mlds mBus dh

m
dksbZ lEHkkouk fn[kk;h ugha nsrh gS rks fuekZrk ds fy, oLrq lekfIr dk fu.kZ; ysus dk ;g mfpr volj
gksrk gSA
2.
a
fxjrs gq, ykHk (Delining profits): ;fn fdlh oLrq ds ykHkksa esa cjkcj deh gksrh tkrh gS vkSj muds mBus

n
dh dksbZ lEHkkouk çrhr ugha gksrh gS rks oLrq ifjR;kx dk fu.kZ; fy;k tk ldrk gSA

y
3. fxjrs ewY; (Declinig prices): ;fn oLrq ds ewY;ksa esa fxjkoV dh izof` Ùk fn[kk;h nsrh gS vkSj mlds :dus dk
dksbZ LFkku n`f"Vxkspj ugha gksrk gS rks fuekZrk ds }kjk oLrq&lekfIr dk fu.kZ; fy;k tk ldrk gSA
4.
d
oLrq dk thou&pØ (Life-cycle of the product): dHkh&dHkh oLrq dk thou pØ Hkh oLrq dh lekfIr es

u
lgk;d gksrk gSA tc oLrq vius thou&pØ es ifjiDork dh voLFkk esa igq¡p tkrh gS rks dqN le; ckn voufr

t
okyh voLFkk izkjEHk gks tkrh gS vkSj ykHk de gksus yxrs gSaA ,slh fLFkfr esa ,d fuekZrk }kjk oLrq&lekfIr ;k
ifjorZu dh ckr lksph tk ldrh gS vkSj ml ij fu.kZ; fy;k tk ldrk gSA
5. S
izcU/kdh; le; (Managerial time): ;fn fdlh oLrq ds foi.ku ij izcU/kdksa dks vU; oLrqvksa dh rqyu esa
vf/kd /;ku nsuk iM+rk gS ftlls vU; oLrqvksa dh ykHkns;rk foijhr :i ls izHkkfor gksrh gS rks ,slh fLFkfr esa
oLrq ds ifjR;kx dk fu.kZ; fy;k tk ldrk gSA
6. oLrq dh izHkko'khyrk es deh (Reduction in product's effectiveness): ;fn oLrq mu mís';ksa dh iwfrZ ugha
dj ik jgh gS ftuds fy, mls oLrq&js[kk&iafDr esa 'kkfey fd;k x;k Fkk rks ,slh oLrq ds ifjR;kx dk fu.kZ;
fy;k tk ldrk gSA
7. izfrLFkkfir oLrq (Substitute product): izfrLFkkfir oLrq dk vFkZ gS ,d oLrq }kjk nwljh oLrq dk LFkku ys
ysukA ysfdu ;g LFkku ml le; fy;k tkrk gS tcfd u;h izfrLFkkfir oLrq igys fuekZrk dh oLrq ls mUur
gksrh gSA ,slh fLFkfr es igyh oLrq ds fuekZrk }kjk mlesa Qsj&cny ;k lekfIr ds ckjs esa fu.kZ; fy;k tk
ldrk gSA
oLrq fu;kstu ,oa fodkl 113

,d vPNs fuekZrk }kjk le;&le; ij viuh oLrqvksa dh leh{kk dh tkrh gS vkSj ftu oLrqvksa esa Åij fy[ks tSls fpUg
izLrqr gksrs fn[kk;h nsrs gSa rks mlds }kjk lekfIr ds fu.kZ; ij fopkj vo'; fd;k tkuk pkfg,A fopkj dk vFkZ ;g dnkfi
ugha gS fd ,dne lekfIr dk fu.kZ; ys ysuk pkfg,A lekfIr fu.kZ; ysus ls iwoZ ;g ns[k ysuk pkfg, fd D;k oLrq esa
la'kks/ku ;k uokpkj dj mldh ek¡x] mlds ykHk o vU; ckrksa dks ;Fkkfof/k cuk;s j[kk tk ldrk gS\ ;fn lEHko gks rks
igys ;gh fu.kZ; ysuk pkfg,A fdlh izdkj ml oLrq esa lq/kkj dk volj ugha gS rks lekfIr dk fu.kZ; vo'; ys fy;k
tkuk pkfg,A fdlh Hkh fn'kk esa chekj oLrqvksa dks vius mRiknu esa cuk;s j[kuk mfpr ugha gS D;ksafd blls jk"Vªh; lk/
kuksa dk nq:i;ksx gksrk gSA
lk/kkj.kr;k ;g ns[kk tkrk gS fd O;olk; oLrq ds ifjR;kx dk fu.kZ; ysus dks Vkyrk gS vkSj og ges'kk ;g iz;Ru djrk
gS fd oLrq&la'kks/ku ;k uohu oLrq&fodkl djds gh dke pyk fy;k tk; vkSj oLrq dk ifjR;kx u fd;k tk;A og ml
oLrq dks vius oLrq&feJ.k esa ml le; rd j[kuk pkgrk gS ftl le; rd og py ldrh gSA bldk ifj.kke ;g gksrk
gS fd (i) ml O;olk; ds lk/ku vuko';d :i ls f?kjs jgrs gSa ftudksa vU;=k yxk;k tk ldrk gS vkSj ykHk dks c<+k;k
tk ldrk gS] (ii) ykHk dh ek=kk de gks tkrh gS] vkSj (iii) laLFkk u;s voljksa dks gkFk ls NksM+ nsrh gSA
nqcZy oLrqvksa dh ykxr
(Cost of Weak Products)

m
os oLrq,¡ tks de fcdrh gSa rFkk ftuls ykHk Hkh de gh gksrs gSa ysfdu fQj Hkh os ,d O;olk; dh oLrq&iafDr es cuh
jgrh gS nqcZy oLrq,a dgykrh gSaA
o
.c
,slh oLrq,¡ ,d O;olk;h ds fy, egaxs cks> ds leku gSa vkSj buds ifjR;kx dk fu.kZ; ys fy;k tkuk pkfg,A ysfdu
O;olk;h ,slk ugha djrk gSA og budks viuh oLrq iafDr es rc rd fuHkkrk jgrk gS tc rd ,slh oLrqvksa ls izR;{k fuekZ.kh

a
ykxr fcØh ds :i esa feyrh jgrh gS ysfdu O;olk;h ;g Hkwy tkrk gS fd oLrq dh izR;{k fuekZ.kh ykxr ds vfrfjDr
dqN vU; ykxrsa Hkh gksrh gSa ftudk irk cgh&[kkrs vkfn ls Hkh ugha yxrk gS] ftUgs fNih ykxrsa dgrs gSaA ;g ykxrsa Hkh
m
oLrq dh izR;{k ykxr ds lkFk izkIr gksuh pkfg,A ;g fNih gqbZ ykxr fuEu izdkj dh gksrh gSa%&
1.
a
nqcZy oLrqvksa ds foKkiua ,oa foØ; loa)Zu ij rqyukRed n`f"V ls vf/kd O;; djuk iMrk gS ysfdu ;fn bruh

n
gh jde vU; LoLFk oLrqvksa ij O;; dh tk;s rks vf/kd ykHk mBk;k tk ldrk gSA
nqcZy oLrqvksa ds ewY;ksa o muds LVkWd esa le;&le; ij ifjorZu djuk iM+rk gSA
y
2.
3. izcU/kdksa dks nqcZy oLrqvksa ds ckjs esa lkspus ij vf/kd le; O;rhr djuk iM+rk gS vkSj vf/kd /;ku nsuk
iM+rk gSA
d
4.
u
,slh oLrqvksa dh dfe;k¡ xzkgd ds eu esa Hkze mRiUu dj nsrh gSa fd fuekZrk oLrq dks D;ksa ugh lq/kkj jgk gS vkSj

t
bl izdkj ml fuekZrk dh Nfo fcxM+ ldrh gSA

S
+5 . ,d nqcZy oLrq dh mRiknu&pky esa cgqr le; ,oa /ku O;; gksrk gSA bldk dkj.k ;g gS fd ,slh oLrq dh
mRiknu&pky esa cgqr le; ,oa /ku O;; gksrk gSA bldk dkj.k ;g gS fd ,slh oLrq dk mRiknu ckj&ckj de
djus ds fy, mRiknu&pky ckj&ckj lsV djuh iM+rh gSA
bl izdkj nqcZy oLrqvksa ds cuk;s jgus esa ykxr c<+rh gS o izfrLFkkiu oLrqvksa ds <w¡<+us esa nsj yxrh gS vkSj oLrq&feJ.k
lUrqfyr ugha jg ikrkA lkFk gh vkxs pydj laLFkk Hkh detksj gks tkrh gSA vr% mfpr le; ij oLrq ifjR;kx dk fu.kZ;
vo'; ys fy;k tkuk pkfg,A
ifjR;kx fu.kZ; u ysus ds dkj.k
(Reasons for not taking Elimination Decision)
,d fuekZrk ;g tkurs gq, fd nqcZy oLrq dks oLrq&iafDr es cuk;s j[kus ls ykxr c<+rh gS] ykHk de gksrs gSaA Hkkoh ;kstukvksa
114 foi.ku ds fl)kUr

ij izHkko iM+rk gS] ysfdu fQj Hkh og mudks viuh oLrq&iafDr esa cuk;s j[krk gSA vkj. ,l. vysDts.Mj ds er esa] Þbldk
eq[; dkj.k Hkkoqdrk gSAÞ lkekU;r;k oLrq ifjR;kx fu.kZ; u ysus ds fuEu dkj.k crk;s tkrs gSa&
1. ?kVdksa esa ifjorZu (Change in factors): izcU/kdksa dh ;g /kkj.kk jgrh gS fd oLrq dh de fcØh ckgjh ?kVdksa
ds dkj.k gS tks 'kh?kz gh cny tk;saxs vkSj vkxs pydj vkfFkZd ;k cktk: ?kVd vuqdwy gks tk;saxs rFkk fcØh
c<+ tk;sxhA
2. oLrq&la'kks/ku }kjk izksRlkgu (Boosting by product-modification): izcU/k ;g lksprk gS fd oLrq&la'kks/ku
ds }kjk fcØh dks izksRlkfgr dj fy;k tk;sxkA
3. foi.ku dk;ZØe esa la'kksu (Modification in marketing programme): izcU/k }kjk dHkh&dHkh ;g Hkh
lkspk tkrk gS fd oLrq esa dksbZ deh ugha gS cfYd ;g deh foi.ku dk;ZØe dh gS ftldks Bhd fd;k tk ldrk
gS rFkk blds fy, Mhyjksa dks izksRlkfgr fd;k tk ldrk gSA foKkiu ctV esa o`f) ,oa fOkKkiu esa ifjorZu djds
;k vU; foi.ku ?kVdksa es la'kks/ku djds fcØh dks c<+k;k tk ldrk gSA
4. vU; oLrqvksa dh fcØh esa lgk;d (Helpful in the sale of othe products): ,d nqcZy oLrq dks blfy, Hkh
cuk;s j[kk tk ldrk gS fd mlls vU; oLrqvksa dh fcØh esa lgk;rk fey jgh gSA ;g oLrq yypkus okyh oLrq
gS ftlls fd vU; oLrqvksa ds xzkgd Q¡lk;s tkrs gSaA
5.
m
mifjO;;ksa dh izkfIr (Receipt of overhead expenses): bl oLrq dh fcØh mifjO;;ksa dks iwjk dj nsrh

o
gS vkSj fuekZrk ds ikl vius lk/kuksa dks dke esa yxk;s j[kus dk blls vPNk lk/ku vkSj dksbZ ugha gSA
deZpkfj;ksa dk fgr (Interest of personnel): fufgr LokFkksZa ds dkj.k Hkh nqcZy oLrq dks cuk;s j[ks jgrs gSaA

.c
6.
laxBu ds Hkhrj vkSj ckgj dqN ,sls O;fDr gksrs gSa ftudh jksth&jksVh blh oLrq ij fuHkZj gSa( tSls oLrq&
izcU/kd] deZpkjh o xzkgdA ;fn oLrq dks oLrq iafDr ls fudky fn;k tk;sxk rks mldk mRiknu cUn gksus ij
a
mudh lsok,¡ lekIr dj nh tk;saxh ;k mudk dk;Z cnyuk gksxkA dHkh&dHkh euksHkko ,slk oLrq ifjR;kx fu.kZ;
ysus esa ,d 'kfDr'kkyh ?kVd cu tkrk gS vkSj oLrq o"kksZa rd fuekZrk dh oLrq&iafDr esa cuh jgrh gSA
7. m
dfe;ksa dks fNikuk (Hiding of defeacts): os O;fDr tks laxBu esa gSa vkSj ftudk fgr oLrq ifjR;kx ls izHkkfor
a
gksrk gS os oLrq dh dfe;k¡ fNikrs jgrs gSa] tSls] oLrq dh fdlh izdkj fcØh dj miHkkDrk ds LVkWd esa /kdsy nsuk(

n
Ñf=ke rjhds ds fooj.k izcU/k dks nsuk( ;k oLrq lEcU/kh ckrksa dsk izcU/k ls fNikukA

y
oLrq ifjR;kx rjhdk

d
(Product Abandonment Practice)
oLrq ifjR;kx dk lcls vPNk rjhdk vHkh rd LFkkfir ugha gqvk gSA lk/kkj.kr;k ;g ns[kk tkrk gS fd oLrq ifjR;kx
u
dh dk;Zokgh rhu esa ls fdlh ,d ds vk/kkj ij dh tkrh gS%&
1.
t
VqdM+ksa ds vk/kkj ij (On a piecemeal basis): blesa oLrq dk ifjR;kx iw.kZ :i ls u djds /khjs&/khjs fd;k

2.
S
tkrk gSA ;g ml le; fd;k tkrk gS tcfd oLrq dk ewY; fxjrk pyk tk jgk gSA
ladV ds vk/kkj ij (On a crisis basis): tc oLrq dh dqy fcØh fxrjh pyh tkrh gS ;k ykxr c<+rh pyh
tkrh gS ;k mldk LVkWd Hkkjh ek=kk esa xksnke esa ,df=kr gksuk 'kq: gks tkrk gS rks oLrq ifjR;kx dk fu.kZ; bl
ladV ds vk/kkj ij ys fy;k tkrk gS vkSj oLrq dk mRiknu rqjUr cUn dj fn;k tkrk gSA bl izdkj oLrq fuekZrk
dh oLrq&iafDr ls fudy tkrh gSA
ysfdu mi;qZDr nksuksa gh rjhds mfpr ugha gSA bldk dkj.k ;g gS fd oLrq vuko';d gksrs gq, Hkh fuekZrk dh
oLrq&iafDr esa f[kaprh jgrh gS vkSj bldk fuekZ.k pyrk jgrk gSA
3. lkof/kd oLrq leh{kk fof/k (Periodic product review method): ,d lqO;ofLFkr rjhdk ;g gks ldrk gS
fd mu oLrqvksa dh leh{kk] ftuds vkSlr ykHk de gks jgs gSa] ,d fuf'pr le; ds vUrj ij vo'; dj yh tk;(
tSls] gj rhu ekg ds i'pkr~A ;g rjhdk lgh fn'kk esa ,d dne gS vkSj ,slk djus ls oLrq ds lEcU/k es fu.kZ;
oLrq fu;kstu ,oa fodkl 115

ysus dk le; vo'; vk tkrk gS vkSj mldks Vkyk ugha tk ldrk gSA bl leh{kk ls nks y{;ksa dh dh iwfrZ gks
tkrh gS & (i) cnyrh gqbZ ifjfLFkfr;ksa ds lUnHkZ esa ftu oLrqvksa dks cnyus ;k fudkyus dh vko';drk gksrh
gS mudk irk yx tkrk gSA blls laLFkk ds ykHkksa esa o`f) djus ds y{;ksa dh iwfrZ gks ldrh gSA (ii) os vf/kdkjh
ftu ij fdlh oLrq dk mÙkjnkf;Ro gS vkSj ;fn mudk dk;Z vPNk gS rks mudks iszj.kk nh tk ldrh gSA blh
izdkj vdq'ky deZpkfj;ksa ds fo:) dk;Zokgh Hkh dh tk ldrh gSA
oLrq ifjR;kx fu.kZ; dh voLFkk,¡
(Stages of Product Elimination Decision)
oLrq ifjR;kx dk fu.kZ; NksVs O;olk;ksa esa rks O;olk;h Lo;a ys ysrk gS ysfdu cM+s O;olk; esa bl fu.kZ; ds fy, ,d
lfefr cuk nh tkrh gS ftldks oLrq fu:i.k lfefr dgrs gSaA bl lfefr esa ml O;olk; ds foi.ku] mRiknu ,oa fuU;=k.k
foHkkxksa ds vf/kdkjh gksrs gSaA ftudh fu;qfDr O;olk; dk izcU/k djrk gSA tc dksbZ lfefr bl izdkj cu tkrh gS rks
fQj ;g lfefr vius mís'; fu/kkZfjr djrs gq, oLrq ds ifjR;kx fu.kZ; ij vkus ds fy, ftl rjhds dks viuk;sxh mldk
fu/kkZj.k djrh gSA
oLrq ifjR;kx ds nks rjhsdksa es nks izdkj dh voLFkk,¡ gksrh gSaA Åij tks crk;k x;k gS og l`tukRed voLFkk,¡ dgykrh
gSaA bldks fuEu izdkj n'kkZ;k tk ldrk gS%&


oLrq fu:i.k lfefr
m

 o
.c
l`tukRed voLFkk,¡ 
(Creative Stages) 
 oLrq N¡VkbZ ds mís';

 ,oa dk;Z&fof/k fu/kkZj.k
a
m
nwljh voLFkk dks izpkyu voLFkk,¡ (Operational stages) dgrs gSA blesa fuEu voLFkk,a gksrh gSa%&

a
n
oLrq vk¡dM+s ,d=k.k



 y
d 

dEI;wVj izksxzke

u 


izpkyu voLFkk,¡ t 
 ewY;kadu

S

(Operational Stages)




 lwph vadksa dk fu:i.k




 uhfr;ksa o ;kstukvksa

dk fuekZ.k

1. oLrq vk¡dM+s ,d=k.k (Collection of product data): bl voLFkk esa loZizFke mu oLrqvkas ls lEcfU/kr vk¡dM+s
,df=kr fd;s tkrs gSa ftudh fcØh de gks jgh gS ;k ftudk LVkWd c<+rk pyk tk jgk gS ;k ftu ykHk ij dh
116 foi.ku ds fl)kUr

ek=kk de gksrh tk jgh gSA ;g vk¡dM+s ;k lwpuk,¡ fcØh] ykxr] ewY; o vU; ckrksa ls lEcfU/kr fiNys dbZ o"kksaZ
ds gksrs gSa ftlls fd rqyuk dh tk ldsA
2. dEI;wVj izksxzke (Computer Programme): ;g nwljh voLFkk gSA blesa igyh voLFkk esa tks lwpuk,¡ ,df=kr
dh xbZ gSa mudks dEI;wVj esa Mky nsrs gSa vkSj mu oLrqvkas dks Nk¡Vrs gSa tks lafnX/k gSaA ;g dk;Z igys ls fu/kkZfjr
fl)kUrksa ds vuqlkj fd;k tkrk gSA
3. ewY;kadu (Rating): tc dEI;wVj ls mu oLrqvksa dh lwph izkIr gks tkrh gS rks fQj mudsk 'kq) fl)kUrksa ds
vk/kkj ij oLrq fu:i.k lfefr;ksa }kjk ewY;kadu fd;k tkrk gSA blds fy, izR;sd vad dks Hkkj nsdj lwph vad
rS;kj fd;k tkrk gSA
4. lwph vadksa dk fu:i.k (Review of indices): Åij tks lwph vad rS;kj fd;k x;k gS oLrq fu:i.k lfefr
blds vk/kkj ij oLrqvksa ds ifjR;kx dk fu.kZ; ysrh gSA
5. uhfr;ksa o ;kstukvksa dk fuekZ.k (Formulation of Policies and plants): tc oLrqvksa ds ifjR;kx dk fu.kZ;
ys fy;k tkrk gS rks fQj vUr esa mu uhfr;ksa o ;kstukvksa dk fuekZ.k djuk iM+rk gS ftuds vuqlkj oLrq dk
ifjR;kx fd;k tk;sxkA
oLrq dks R;kxrs le; ,d fuekZrk dks bu ckrksa dks Hkh /;ku esa j[kuk pkfg, fd tks oLrq,¡ vc rd csph gSa muds fy,
iqtZs fdl izdkj miyC/k gks ldsaxs\ Mhyjksa o vU; ds lkFk dksbZ vkHkkj (obligation) rks ugha gS\ D;k dksbZ vU; ,slk fuekZrk
gS tks ifjR;kx dh x;h oLrq dks Ø; dj ys \ vkfnA
m
u;h oLrqvksa dk fuekZ.k o
(Manufacture of New Products)
. c
(iii)vkfFkZd fo'ys"k.k(iv) mRikn dk izk;ksfxd mRiknu (v)
(i)
a
u;h oLrq ds fuekZ.k ls gekjk vFkZ ubZ oLrq ds fodkl ls gSA blesa u, mRikn fopkjksa dh [kkst
ijh{kkRed foi.ku
fopkjksa dh Nkuchu
(ii)
foi.ku] vkrk gSA bu lHkh dk foLr`r
(vi)
fooj.k vkxs blh v/;k; esa fd;k x;k gSA
m
mRikn dk fodkl
a
nHkkxksa esa ckaVs tk ldrs gSaA
(New Product Development)

y
og ?kVd tks u;s fodkl ds fy, izsj.kk nsrs gSa nks
lkekU; izsjd
d
1. (General Incentives)
2. fo'ks"kd izsjd(Specific incentives)
mRikn fodkl ds fy, lkekU; u iszjd
t
(General Incentives For Product Development)
lkekU; izsjd ds S varxZr os ?kVd vkrs gSa tks mRikn fodkl ds fy, cM+s :i esa mÙksftr djrs gSaA lk/kkj.kr;k ;s ?kVd
xzkgdksa dh :fp esa ifjorZu] fodkl ds fy, vUos"k.k vkSj xzkgdksa dh Ø; 'kfDr rFkk nwljh vksj izfrLi/kkZ dh fLFkfr esa
vfLFkjrk vkfn gSaA vxj fuekZrk dks fo'okl gS fd o"kksZa rd miHkksDrk dh bPNk ,d leku gh jgsxh vkSj nwljs fuekZRkk
u;s mRikn ds mRiknu esa o mRikn ds ifjorZu esa :fp ugha ysaxs rks ,sls cgqr de dkj.k gksaxs ftlls fuekZrk oLrq ds fodkl
dh vksj /;ku nsaA ;s izsjd fuEu gSa%&
¼v½ fodkl ds fy, ekuoh; varjpkyuk (Human Quest for Growth): ekuo esa LokHkkfod /kkj.kk gS fd og
fodkl] mUufr vkSj le`f) pkgrk gSA blh rjg O;kikjh esa Hkh ;g izof` r gksrh gS fd os vius O;kikj dk
vf/kd fodkl djsaA ,slk djus ds fy, og fujarj ubZ oLrq dk fodkl djrk gS vkSj pkyw oLrq dks lq/kkjrk gSA
;g mRikn fodkl dk egRoiw.kZ dkj.k gSA
oLrq fu;kstu ,oa fodkl 117

izR;sd {ks=k esa laiw.kZ m|ksx fodkl djrk gSA mnkgj.k ds fy,] okf'kax ,tsaV baMLVªh us /kksus ds lkcqu ls /kksus ds
ikmMj vkSj /kksus dh fVfd;k esa fodkl fd;kA orZeku izof` Ùk rjy lkcqu dh vksj gS vkSj lkekU;r;k O;fDrxr
ekeys esa vkSj vfuok;Z :i ls m|ksx esa fodkl dh vksj c<+us dh izof` r gksrh gSA
¼c½ izfrLi/khZ fLFkfr dks lq/kkjuk vkSj cuk, j[kuk (To Maintain and Improve Competitive Position):
O;olk; dk ,d egRoiw.kZ 'kfDr'kkyh mís'; ykHk izkfIr gSA fuekZrk viuh izfrLi/khZ fLFkfr dks cuk, j[kus ,oa
lq/kkjus gsrq vusd uhfr;ka viukrs ,oa cnyrs gSaA os vuqla/kku vkSj fodkl foHkkx] okf.kT;d vkSj futh tkap C;wjks
rFkk xzkgdksa dh vko';drk vkSj bPNk dk v/;;u dj vius foØ; dh o`f) dh dksf'k'k djrs gSaA bl dk;Z
ds fy, os vius fudVre izfrLi/kkZ ds mRikn vkSj fØ;k dks ns[krs gSa vkSj bl tkudkjh dk vius mRikn ds
fodkl dks fu/kkZfjr djus esa mi;ksx djrs gSaA izfrLif/kZ;ksa dh fofHkUu fØ;kvksa dk xgu v/;;u djus ls muds
mRikn ds foØ; es o`f) gksrh gSA Qyr% vf/kd ykHk c<+ tkrk gSA D;ksafd izfrLi/khZ }kjk u;s mRikn dh cktkj
esa vf/kd fcØh gksrh gSA vius Hkkx dks cktkj esa cuk, j[kus ds fy, izR;sd fuekZrk leku ysfdu vyx izdkj
ds mRikn ds mRiknu dk iz;kl djrk gSA mnkgj.k ds fy,] tSls gh fgUnqLrku yhoj us /kqykbZ dh fVfd;k fju
dk fodkl fd;k rks VkVk }kjk rqjar gh cktkj esa vius Hkkx dks cuk, j[kus ds fy,] mldh /kqykbZ dh fVfd;k]
cksul dks cktkj esa yk;k x;kA
¼l½ xzkgdksa dh Ø;'kfDr ,oa vko';drk (Purchasing Power and Needs of Customers): tula[;k esa o`f)]

m
f'k{kk esa o`f)] xk¡oksa ls 'kgjksa dh vksj tkus vkSj yksxksa dh Ø; 'kfDr dh o`f) esa fodkl gks jgk gSA bu lcds
ifj.kkeLo:i xzkgdksa dh :fp vkSj ekax esa Hkh ifjorZu gqvk gSA foi.ku fØ;k dk xfr'khy LoHkko crkrk gS fd
o
xzkgdksa dh ifjorZu'khy vko';drk dks larq"V djus ds fy, mRikn esa lq/kkj vkSj ubZ mRikn dk fodkl fd;k

.c
tk,A tSls miHkksDrk cM+s jsfM;ksa ds LFkku ij ikfdV jsfM;ks] ydM+h ds QuhZpj ds LFkku ij QksfYMax LVhy
QuhZpj] tke] tSyh vkfn [kk| inkFkksZ dks ilan djrk gSA
¼n½
a
mRikn js[kk esa usrR` o (Leadership in Product Line): dbZ daifu;ka xzkgdksa dh vko';drk dks iwjh djus
ds fy, ubZ mRikn ds fuekZ.k vkSj iqjkuh mRikn esa lq/kkj ds fy, lcls vkxs jgus esa viuk xkSjo le>rh gSaA

m
bl izdkj dk usrR` o u;s mRikn esa fodkl vkSj iqjkus mRikn es lq/kkj ds fy, 'kfDr'kkyh izsj.kk mriUu
djrk gSA
a
Å"kk flykbZ e'khu daiuh fofHkUu izdkj dh fofHkUu mi;ksx okyh flykbZ e'khuksa dk mRiknu djrh gSA
¼;½
n
rduhdh ifjorZu (Changes in Technology): fuekZrk rduhdh es ifjorZu dsoy iqjkus mRikn ds fy, gh

y
cktkj dk foLrkj ugha djrk] cfYd lkFk gh iw.kZr;k u;s mRikn dk fuekZ.k dj u, cktkj dks cukrk gSA tSls
lwrh oL=k ds LFkku ij lSaFksfVd oL=k lkekU; lsy ds LFkku ij yhd izwQ lsy] lk/kkj.k CysM ds ,oa jstj ds
d
LFkku ij fo|qr jstj ,oa LVsuysl LVhy CysMA

u
mRikn fodkl dh fof'k"V izsj.kk,a

t
(Specific incentives for Product Development)

S
fof'k"V izsj.kk,a oLrq fodkl ds fy, lkekU; izsj.kkvksa dh rjg lkekU;r;k mi;ksx esa ugha vkrh ysfdu ;s fofHkUu daifu;ksa
esa fofHkUu ifjfLFkfr;ksa ds vuqlkj fHkUu&fHkUu gksrh gSA dqN bl izdkj dh izsj.kk,a bl izdkj gSa%&
1. vf/kd mRiknu {kerk dk mi;ksx (Utilization of excess production capacity)
2. izfrLif/kZ;ksa dh ubZ vkSj lq/kkjh gqbZ oLrq (New & improved product of competitor)
3. lkekU; lzksrksa ls iwfrZ ds ikus esa v;ksX;rk (Inability to secure supplies from normal sources)
4. O;FkZ oLrq dk mi;ksx (Utilization of waste products)
5. O;kikfjd O;oLFkk (Trade Practices)
6. ljdkjh fu;e vkSj fu;a=k.k (Govt. Regulation & control)
7. ubZ ekax dh ekU;rk (New demand)
118 foi.ku ds fl)kUr

8. Åaps ewY; iz;kssx ds fy, dPps eky dk mi;ksx (Utilization of materials for a higher value use)
9. cktkj ls lq>ko (Suggestions from the market)
10. forj.k uhfr esa ifjorZu dh vko';drk] tSls vf/kd iw.kZ mRiknu dh js[kk ds fodkl ls QqVdj O;ikjh dks
ferO;f;rk iw.kZ forj.k (Need for change in distribution policy i.e., Full line production resulting in economy
in distributions)
mRikn dk izkjafHkd fodkl
(Initial Development of a Product)
xr dqN o"kksaZ ls foi.ku izfrLi/kkZ esa dbZ ubZ vkSj egRoiw.kZ rduhfd;ka mYys[kuh; gSaA ftuesa dkQh iz;kl djus ds ckn
rjDdh gqbZ gS rFkk u, mRiknksa ds foi.ku] fodkl o [kkst dh vksj Hkh /;ku fn;k x;k gSA geus fuEu ifjPNsnksa esa] ubZ
oLrq dk fodkl dSls gksrk gS] bldh O;k[;k dh gSA
ubZ mRikn ds fopkjksa ds lzksr
(Sources of New Product Ideas)
u;s mRikn ds fodkl dk lcls dfBu Hkkx mÙke fopkjksa dh [kkst gSA fuekZrkvksa dk vuqHko gS fd fopkjksa dh deh ugha

m
gS ysfdu vPNs fopkjksa dh deh gSA 95 ls 98% u, fopkj O;FkZ ;k vferO;;h fl) gksrs gSaA fofHkUu lzksr gSa ftuesa ls

o
ubZ oLrq ds fopkj fudyrs gSa] tSls%&

.c
1. daiuh ds Loa; ds deZpkjh] foØ; deZpkjh] vuqla/kku vkSj fodkl foHkkx rFkk foi.ku vuqla/kku foHkkx vkfn
(Co's own staff).

a
2. çfrLif/kZ;ksa dh oLrq,a (Competitive Products).
3. forj.kdrkZ & Fkksd O;kikjh vkSj QqVdj O;kikjh (Distributors – Wholesalers & Retailers).
4.
m
lkekU; turk ;k xzkgdksa ls lq>ko (Suggestions from Customers & General Public).
5. mRiknu bathfu;lZ (Production Engineers).
a
n
6. if=kdk,a vkSj vuqla/kku tuZYl (Magazines & Research Journals).

y
7. foKkiu ,tsalh (Advertising Agency).
fo'ofo|ky; vkSj vuqla/kku ç;ksx'kkyk,a (Universities & Research Laboratories).
d
8.
9. ljdkjh vuqla/kku ç;ksx'kkyk,a (Govt. Research Laboratories).
Hkkjr esa ljdkj }kjk vuqla/kku u ç;ksx'kkyk ds fofHkUu foKku vkSj rduhdh {ks=kksa esa ^^oSKkfud ,oa vkS|ksfxd vuqla/kku
ifj"kn** t
(Council of Scientific & Industrial Research) ¼lh ,l vkbZ vkj ½ ubZ fnYyh ds lexz fu;a=k.k esa dk;Z djus
. . . .

lzksr gSaA buesa ls S

ds fy, fHkUu {ks=kksa esa vuqla/kku'kkyk,a LFkkfir dh xbZ gSaA ;s vuqla/kku laLFkk,a Hkkjr esa u;s mRikn ds fodkl ds egRoiw.kZ
dqN laLFkk,a vxzfyf[kr gSa%
1. jk"Vªh; HkkSfrd vuqla/kku 'kk[kk] ubZ fnYyh (National Physical Laboratory, New Delhi).
2. jk"Vªh; jlk;u vuqla/kku'kkyk] iwuk (National Chemical Laboratory, Pune).
3. dsUnzh; mtkZ 'kks/k laLFkku] /kuckn(National Fuel Research Institute, Dhanbad).
4. dsUnzh; Xykl ,oa fljsfeDl 'kks/k laLFkku] dydÙkk] (Central Glass & Ceramics Research Institute, Calcutta).
5. dsUnzh; [kk| ,oa rduhdh 'kks/k laLFkku] eSlwj (Central Food & Technological Research Institute, Mysore).
6. jk"Vªh; /kkrq vuqla/kku'kkyk] te'ksniqj (National Metallurgical Laboratory, Jamshedpur).
7. dsUnzh; nokbZ 'kks/k laLFkku] y[kuÅ (Central Drug Research Institute, Lucknow).
oLrq fu;kstu ,oa fodkl 119

8. dsUnzh; peM+k 'kks/k laLFkku] enzkl (Central Leather Research Institute, Madras).
9. dsUnzh; fo|qrh; bathfu;fjax 'kks/k laLFkku] fiykuh (Central Electronics Engineering Research Institute,
Pilani).
10. dsUnzh; eSdsfudy bathfu;fjax 'kks/k laLFkku] nqxkZiqj (Central Mechanical Engineering Research Institute,
Durgapur).
11. {ks=kh; 'kks/k jlk;u 'kk[kk,a tksjgkV] tEewroh gSnjkckn] Hkqus'oj (Regional Research Laboratories – Jorhat,
Jammu Tawi, Hyderabad & Bhubaneshwar).
12. dsUnzh; oSKkfud dyiqtZs laxBu] paMhx<+ (Central Scientific Instruments Organisation, Chandigarh).
Åij dh laLFkkvksa ds vfrfjDr dbZ vuqla/kku laxBu gSa ftudh iwfrZ futh laLFkkvksa] m|ksxksa vkSj ljdkj dh lgk;rk ls
gksrh gSA tSls gSQfdu laLFkku (Hafkin Institute), cacbZ tks Vhdk yxkus dh nok] flvjk vkSj nwljs thou oSKkfud oLrqvksa
dk vuqla/kku djrh gSA dbZ fons'kh lgk;rk izkIr laxBu laLFkk,a] nokb;ka] bathfu;fjax rFkk e'khujh ds mRiknu {ks=k esa
vuqla/kku foHkkx izkjaHk fd, x, gSaA
u, mRikn fodkl ds pj.k
(Stages in New Product Development)
m
uhps fn;k x;k fp=k ;g n'kkZrk gS fd mRikn ds fdrus fopkj [kkstus] LØfuax djus] rkaf=kd o foi.kh 'kks/k djus rFkk
ijh{k.k djus ds ckn u;k mRikn cktkj esa j[kk tkrk gSA
o
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a
New Product Idcas (Number of Idcas)

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S
fp=k 7.1: u;s mRikn fodkl ds pj.k
1. u;s mRikn fopkjksa dh [kkst (Search for New Product Ideas)
2. fopkjksa dh Nkuchu (Screening of Ideas)
3. vkfFkZd fo'ys"k.k (Economic Analysis)
4. mRikn dk izk;ksfxd mRiknu (Experimental Pilot Production)
5. ijh{kkRed foi.ku (Test Marketing)
6. foi.ku (Marketing)
120 foi.ku ds fl)kUr

1. u;s mRikn fopkjksa dh [kkst (Search for New Product Ideas)– mRikn o`f) dh igyh voL Fkk dk eq[;
mís'; gS vPNs fopkjksa dh la[;k esa o`f) djukA ckn dh voLFkkvksa dk mís'; gS fopkjksa dh la[;k ?kVkukA daiuh
dks u rks lHkh u;s mRikn fopkjksa dk fodkl djus esa #fp gksrh gS vkSj u mlds ikl brus lk/ku gh gksrs gSa fd
bu lcdk fodkl djsA fQj lHkh fopkj leku :i ls vPNs ugha gksrsA bl izdkj] mRikn o`f) izfØ;k esa vc
ewY;kadu ,oa fu.kZ; laca/kh izdk;Z Hkh lfEefyr gks tkrs gSaA fopkjksa dks NkaVus dh igyh voLFkk gS ^^LØhfuax**A
2. fopkjksa dh Nkuchu (Screening of Ideas)– Nkuchu dk mís'; vf/kd dk;Zokgh dh n`f"V ls mu mRikn
fopkjksa dks i`Fkd djuk gS] tks fd ;k rks daiuh ds mís';ksa ls vFkok daiuh ds izlk/kuksa ls vlaxr gSA u;s mRikn
laca/kh izLrko ,d&,d djds fy, tkrs gSa vkSj igyk dke ;g irk yxkuk gS fd D;k izLrkfod mRikn daiuh
ds y{;ksa ds vuq:i gSaA daiuh ds mís'; fuEu gks ldrs gSa% ykHk] foØ; fLFkjrk] foØ; o`f) vkSj daiuh Nfo
vkfnA ;fn izLrko buesa ls fdlh Hkh mís'; ls laxfr u j[krk gks] rks mls vxyh dk;Zokgh ls fudky nsuk pkfg,]
Hkys gh vU; mís';ksa ls mldh ;Fks"V laxfr gksA nwljk dke ;g irk yxkuk gS fd D;k mRikn daiuh ds izlkèkuksa
¼iwath] rduhdh Kku] HkkSfrd lqfo/kk;sa vkfn½ ls laxfr j[krk gSA ;fn buesa ls fdlh Hkh izlk/ku dh deh gks] rks
fQj ;g iz'u iwNk tk;s fd D;k og mfpr ykxr ij fey ldrk gS\ buesa ls fdlh Hkh iz'u dk mÙkj ugha esa
fudyus ij fopkj dks vxyh dk;Zokgh eas 'kkfey ugha fd;k tk;sxkA

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y
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S fp=k 7.4: fopkjksa ds Nkuchu dh fof/k (A Screening Method)

mRikn laca/kh fopkjksa ds Øe fu/kkZj.k dh ;qfDr;ka

(Product Idea Rating Devices)
vusd fopkjksa dh NaVkbZ Nkuchu fof/k ds }kjk gks tkrh gS] fdUrq tks QeZsa izR;sd vof/k esa ,d cM+h la[;k esa mRikn fopkj
izkIr djrh gSa muds lkeus ,d vU; leL;k Hkh vkrh gSa tks izLrkoksa dks egRokuqlkj Øe esa j[kus ls lacaf/kr gS] rkfd daiuh
izlk/ku ds vuq:i lcls vkd"kZd izLrko pquk tk ldsA bl vk'k; ds fy, izca/kdksa dks ,d Øe fu/kkZfjr djus okyk lkèku
pkfg,A tkap dh voLFkk esa mRikn ewY;kaduksa dks O;ofLFkr djus ds fy, daifu;ka tkap lwfp;ka cgqr ilan djrh gSaA ,d
cM+h diauh }kjk djk;s x, ewY;kadu esa nks oSdfYid mRikn fopkjksa dh tks fLFkfr jgh mls tkap rkfydk }kjk fn[kk;k
oLrq fu;kstu ,oa fodkl 121

lkj.kh 7.1

laf{kIr mRikn Øekad (Summary Product Ranking)

dsl&1 lkekU; :i ls vuqdwy uewuk
vR;qÙke mÙke mfpr vi;kZIr cgqr vi;kZIr
(Very Good) (Good) (Fair) (Poor) (Very Poor)

foØ; ifjek.k √
izfr;ksfx;ksa dh √
la[;k o izdkj
rduhdh lqvolj √
isVsUV lqj{k.k √
dPps eky √
mRiknu Hkkj √
ewY; dh o`f) √ m
izeq[k O;olk; √ o
.c
ls lekurk
orZeku mRiknksa
ij izHkko
a
m
a lkj.kh 7.2

n
dsl&2 lkekU; :i ls izfrdwy uewuk

vR;qÙke
y mÙke mfpr vi;kZIr cgqr vi;kZIr

d
(Very Good) (Good) (Fair) (Poor) (Very Poor)

u
foØ; ifjek.k √

t
izfr;ksfx;ksa dh √
la[;k

S
rduhdh lqvolj √
isVsUV lqj{k.k √
dPps eky √
mRiknu Hkkj √
ewY; dh o`f) √
izeq[k O;olk; √
ls lkn`'; orZeku
mRiknksa ij izHkko
122 foi.ku ds fl)kUr

x;k gSA blesa ukS egRoiw.kZ ?kVdksa dks fopkj esa fy;k x;k gSA vkSj izR;sd dk Øe fu/kkZj.k ,d ikap fcanq iSekus ds vuqlkj
fd;k x;k gSA igyk izLrko lkekU; :i ls vuqdwy fLFkfr vkSj nwljk izLrko lkekU; :i ls çfrdwy fLFkfr fn[kkrk gSA
;fn ;g eku fy;k tk, fd lHkh ukS ?kVd cjkcj egRo ds gSa] rks Li"V gh izFke izLrko nwljs] izLrko dh vis{kk mÙke
gSA ;fn :ijs[kk de vfroknh gksrh] rks Øe fu/kkZj.k laca/kh fu.kZ; dfBu gks tkrk rFkk dksbZ lhfer djus okyh rduhd
viukuk vko';d gksrkA
ifj.kkRed tkap lwph
(Quantitative Checklist)
mijksDr tka[ lwph dks mRikn izLrkoksa ds vkafdd Øe fu/kkZj.k dh ;qfDr esa cnyk tk ldrk gSA bldk ,d mnkgj.k
vkxs nh xbZ rkfydk esa izLrqr gSA rkfydk ds nk;ha vkSj ^^vR;qÙke ls ysdj cgqr vi;kZIr rd fofHké fo'ks"k.kksa dk laxzg
nsus ds ctk, ,d X;kjg fcUnq vkafdd iSekuk ¼tks 0 ls yxkdj 10 rd gS½ fn;k x;k gSA ck;ha vksj mu ?kVdksa dks lwphc)
fd;k x;k gS tks fd mRikn dh Nkuchu esa egRoiw.kZ le>s x;s gSaA ;fn fdlh ?kVd ds lanHkZ esa izLrko dks 0 vad feys]
rks bldk vk'k; ;g gS fd daiuh ml ?kVd dh n`f"V ls cgqr gh vizHkko'kkyh fu"ifr fn[kk ldsxh vkSj ;fn 1.0 dk
vad feys] rks daiuh dh fu"ifr ml ?kVd dh n`f"V ls cgqr izHkko'kkyh gksxhA mRikn dh Js"Brk dk ,d vdsyk lokZsifj
lwpdkad izkIr djus gsrq Hkkj fu/kkZfjr dj fn;s tkrs gSa] ftlls ;g ekywe gks tk, fd mRikn dh lQyrk esa izR;sd ?kVd

m
dk lkisf{kd egRo D;k gSA vius mnkgj.k esa geus ,sls Hkkj fy;s gSa ftudk dqy tksM+ 1.0 gksrk gSA

o
izR;sd fu"ifr ?kVd ds lkeus fu.kkZ;d lgh ¼√½ dk fpUg vad okys [kkus esa yxkrk gS] tks fd mldh jk; esa daiuh dh

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i;kZIrrk dk lokZsÙke vuqeku gksA rRi'pkr izR;sd ?kVd ds vad ewY; dks mlds fu;r Hkkj ls xq.kk fd;k tkrk gS vkSj
fQj xq.kuQy vafre [kkus esa fy[k fn;k tkrk gSA vafre [kkus ds vadksa dks tksM+k tkrk gS vkSj ;ksxQy dks mRikn dh

a
lkisf{kd Js"Brk ds lwpd ds :i esa iz;ksx fd;k tk ldrk gSA
ewY;kadu iSekuk (Rating Scale) 0.00–40 vi;kZIr] 0.41–0.75 mfpr 0.76 -1.00 mÙkeA orZeku U;wure LohÑfr nj
0.70A
m
a
tks mRikn fopkj lHkh n`f"V;ksa ls daiuh fodkl ds fy, vR;f/kd vuqi;qDr gS mlds dqy izkIrkad 0.00 vkSj tks lHkh

n
n`f"V;ksa ls daiuh ds fodkl ds fy, vR;f/kd mi;qDr gSa mlds dqy izkIrkad 1.00 gksaxsA fopkj LohÑfr ds fy, daiuh
izk;% dqN lhekUrj LFkkfir dj nsrh gSA tSls fd mi;qZDr rkfydk ds uhps fn[kk;s x;s gSaA pwafd bl dfYir mnkgj.k esa
y
mRikn fopkj dks 0.720 vad feys gSa] blfy, bls LohÑfr fey tk;sxh vkSj fQj ;g vxyh voLFkk esa igqap tk;sxkA

d lkj.kh 7.3

u ewY;kadu laiqVd&mRikn & mi;qDrrk

t (Ecaluation Matrix – Product Appropriateness)

S
oLrq fu;kstu ,oa fodkl 123

vkfFkZd fo'ys"k.k
(Economic Analysis)
bl voLFkk dk mís'; v/;;u o fo'ys"k.k djds ;g irk yxkuk gS fd veqd mRikn fopkj dks dk;kZfUor djuk daiuh
ds fy, laHko (Feasible) ,oa ykHknk;d (Profitable) gSA
1. vkfFkZd laHkkfork (Economic Feasibility): ;g vuqeku yxk;k tkrk gS fd izLrkfor mRikn@lsok ds foi.ku
ds fy, fdrus /ku dh vko';drk gksxh\ bl vuqeku esa LFkk;h ,oa py iwath nksuksa dh vko';drk,a lfEefyr
gksaxh] fQj ;g ns[kk tkrk gS fd D;k daiuh vius lk/ku rFkk vU; lzksrksa ls lk/ku izkIr djds bruh iwath ,df=kr
dj ldrh gS\
2. vkfFkZd ykHknk;drk (Economic Viability): vFkkZr D;k bl uohu mRikn dk mRiknu o foØ; daiuh dks
ykHknk;d gksxk\ vU; 'kCnksa esa ,d fufnZ"V le;kof/k ds nkSjku foØ;] ykxr vkSj ykHkksa dks dSls izHkkfor djsxkA
,d vuqla/kku dk;Zokgd us bl voLFkk ds LoHkko dks fuEu izdkj ls O;Dr fd;k gS% ^^tc gesa dksbZ Bksl fopkj
izkIr gksrk gS] rc ge ,d O;kolkf;d ekWMy cukrs gSaA ekWMy ys[kkdeZ laca/kh mUgha fl)karksa ij cuk;k tkrk
gS ftUgsa fd ge fnu izfrfnu ds dk;Zdykiksa esa iz;ksx djrs jgrs gSaA blesa oSlh gh vkadM+s fn;s tk;saxs tSls fd
iwath fofu;kstu laca/kh vkosnu esa] vFkkZr~ la;a=k ykxrsa] lsok lqfo/kk ykxrsa vkSj dk;Z'khy iwath laca/kh vuqeku] rkfd

m
vko';d dqy izpkyu laifr;ka (Total Operating Assets) Kkr gks tk;saA dPps eky] :ikUrj.k isfdax] HkaMkj

o
vkSj f?klkbZ laca/kh ykxrksa ds vuqekuksa ls dqy fuekZ.kh ykxr izkIr gks tkrh gSA blls foØ; ykxrsa ,oa laLFkk
mifjO;; tksM+dj dqy foØ; ykxrsa Kkr dj yh tkrh gSaA ekWMy esa dher vkSj ifjeki.k laca/kh vkadM+s Hkh

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'kkfey dj fy;s tkrs gSaA rkfd izpkyu laca/kh fofu;ksx ls izkIr vk; Kkr gks lds......fo'ys"k.k esa dqN vU; ?kVd
¼tSls dh vuqla/kku ,oa fodkl ykxrsa iw.kZ gksus esa yxus okyk le; rFkk lQyrk dh laHkkouk;sa½ Hkh lfEefyr
dj yh tkrh gSaA** a
m ;k vk; nj fo'ys"k.k
vU; lc rjg ls vPNk gksrs gq, Hkh ^^vk; nj fo'ys"k.k** esa ftls mijksDr dFku esa le>k;k x;k gS] ,d nqcZyrk
gS] tks ;g gS fd u ykHk u gkfu fo'ys"k.k
esa ¼tksfd ijLij lacaf/kr gSA½ vusda
(Break Even Analysis) (Rate of Return
Analysis) Qesa foi.ku O;;ksa vkSj fcØh ds QyukRed laca/k dks Hkqyk nsrh

npkfg,A fo'ks"kr% O;kolkf;d dk;Zokgd dks pkfg, fd mRikn dk

gSaA fdUrq ,d ykxr ?kVd ,oa ,d foØ; izksRlkgd ds :i esa foi.ku iz;kl tks nksgjh Hkwfedk fuHkkrk gS] mls

foi.ku djus ds oSdfYid <axksa lay

bl fo'ys"k.k esa vo'; gh 'kkfey djuk
ca/kh ykHk ifj.kkeksa dk vuqeku vo'; gh yxk,aA ¼dSls yxk,a ;g ,d mnkgj.k
}kjk vkxs le>k;k tk,xk½A
d
u
^^u ykHk] u gkfu fo'ys"k.k** (Break Even Analysis) esa igyk dne ;g vuqeku yxkuk gS fd ykxrksa dh

t dgk tkrk gSA ,sls ifjek.k dk vuqeku yxkus gsrq ;g ns[kuk gksxk fd fofHké foØ;
HkjikbZ ds fy, fdruh bdkbZ;ka cspuk vko';d gksxkA bdkbZ;ksa dh ,slh la[;k dks ^^u ykHk] u gkfu ifjek.k**

ifjek.kksaS
(Break Even Analysis)
ij dqy vkxe vkSj dqy ykxr dSls fHkérk fn[kykrs gSaA dqy vkxe dk vfHkizk;
(Total Revenue, R)
fdlh fo'ks"k foØ; ifjek.k ij ml ifjek.k vkSj bdkbZ ewY; ds xq.kuQy ls gSA ;gka bdkbZ ewY; dk rkRi;Z
ml bdkbZ ewY; ls gS tks fd 'kh?kz Hkqxrku] vf/kd ek=kk esa Ø; vkSj HkkM+k vkfn ds fy, NwV dk lek;kstu djds
fudyrk gSA dqy vkxe dh x.kuk rks ljy gS fdUrq ykxr dh x.kuk esa dfBukbZ gksrh gS] D;ksafd bldk mRiknu
ek=kk ls v&jsf[kd laca/k (Non-Linear Relationship) gSA fdUrq O;ogkfjd n`f"V ls ,d jsf[kd dqy ykxr Qyu
dk iz;ksx djuk i;kZIr jgsxkA dqy ykxr fLFkj (Fixed) vkSj ifjorZu'khy (variable) ykxrksa dk ;ksx gksrh gSA
^^u ykHk] u gkfu** ifjek.k (Qb) ij dqy vkxe (R) dqy ykxr (C) ds cjkcj gksrh gSA fdUrq dqy vkxe Lo;a
(Qb) vkSj (P) ds xq.kuQy ds cjkcj] rFkk dqy ykxr ^^fLFkj ykxr** (F) vkSj ifjorZu'khy ykxr (V) rFkk
124 foi.ku ds fl)kUr

u ykHk] u gkfu ifjek.k ds xq.kuQy** bu nksuksa dk ;ksx gSA cht:i esa&

R = C
P Qb = F + V Qb
or Qb = F
= P-V
;gka P-V ^^dher** vkSj bdkbZ ifjorZu'khy ykxr dk vUrj gS vkSj fLFkj ykxrksa ds izfr bdkbZ ;ksxnku (Unit
Contribution to Fixed Cost) dgykrk gSA
mnkgj.k& v] c] l bySDVªksfuDl daiuh tks VªkaftLVj ,oa DykWd jsfM;ks cukrh gS] mRikn iafDr eas o`f) djus ds
mís'; ls vU; bySDVªksfud mRiknksa dh leh{kk djus esa O;Lr gSA ,slk ,d laHkkfor mRikn NksVk iksVZscy
VsifjdkMZj gSA gky gh esa cktkj esa NksVs] uwru Vsi fjdkMZj izLrqr gq, gSaA vkSj mudk 200 #0 ls 500 #0 rd
ds chp QqVdj foØ; fd;k tk jgk gSA daiuh ds foi.ku vuqla/kku&foHkkx us cktkj dk loZs fd;k vkSj irk
yxk;k fd bl en esas yksxksa dks ;Fks"V #fp gSA
bl mRikn dh laHkkfor ykHknk;drk ij fopkj djus ds fy, daiuh us dk;Z lfefr fu;qDr dh gSA mRiknu foHkkx
dk vuqeku gS fd fof'k"V u;h lkt&lTtk vkSj lqfo/kkvksa esa daiuh dks 6,00,000 #0 fofu;ksx djus gksaxsA rFkk

m
fofu;ksx dk vuqekfur thou 5 o"kZ gksxkA ys[kkdeZ foHkkx dh lwpuk ds vuqlkj lgk;d lqfo/kkvksa] fdjk;s] njsa]

o
dk;Zokgdksa ds osru iwath dh ykxr vkfn ds ewY; dh HkjikbZ ds fy, mRikn dks izfro"kZ 2,60,000 #0 ds lkekU;
mifjO;;ksa dk Hkkj lguk gksxkA foi.ku foHkkx dk lq>ko gS fd mRikn ds foKkiu ds fy, 2,00,000 #0 vkSj

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forj.k ds fy, 3,00,000 #0 izkjafHkd jkf'k;ksa ds crkSj ctV esa j[kh tk;saA mlus ;g Hkh lykg nh gS fd ewY;
180 #0 (F.O.B.) QSDVjh j[kk tk, rFkk dksbZ O;kikfjd NwV u nh tk,A var esa] fofHké izpkyu foHkkxksa dk

a
vuqeku gS fd u;s mRikn ij izR;{k lkexzh vkSj Je ykxr ds :i esa 100 #0 izfr bdkbZ O;; gksaxsA
mDr vuqekuksa ls izdk'k esa crkb;s fd D;k daiuh dks bl u;s mRikn dk fodkl djuk pkfg, vkSj D;k izLrkfor
foi.ku feJ.k (Proposed Marketing Mix) mi;qDr gS\ m
a
^^u ykHk] u gkfu fo'ys"k.k** ds vuqlkj] gesa loZizFke ^^u ykHk u gkfu ifjek.k** dk vuqeku yxkuk pkfg,A ;gka

n
ifjorZu'khy ykxrksa dks 100 #0 izfr bdkbZ ij fLFkj eku fy;k x;k gSA bl mnkgj.k esa fuEu fLFkj ykxrsa nh
xbZ gSaA okf"kZd gky dh ykxr ¼ljy js[kk i)fr ds vk/kkj ij½ 1,20,000 #0 gSA u;s mRikn ij 2,60,000 #0
y
ds lkekU; mifjO;;ksa (Normal Overheads) dk okf"kZd Hkkj gSA blds vfrfjDr daiuh dks gj o"kZ 2,00,000

d
#0 foKkiu vkSj 3,00,000 #0 forj.k ij O;; djus gksaxsA bl izdkj fLFkj ykxrsa (1,20,000 + 2,60,000 +

u
2,00,000 + 3,00,000) = 8,80,000 #0 gqbZ gSaA ;gka P–V (180 #0 - 100 #0 ) 80 #0 gSA Qyr% **u ykHk u gkfu
ifjek.k** (Qb) = 11,000 bdkb;ka (#0 8,80,000 ÷ #0 80) gS] ftudks cspdj fLFkj ykxrsa olwy dh tk ldsaxhA
t
;gka gedks pkfg, fd Qb dks fLFkj (Constant) u ekurs gqa, foi.ku feJ.k ds ?kVdksa dk Qyu ekusaA ,slk
S
le>us ij og (Qb) mRikn ewY; vkSj foi.ku iz;kl dh jkf'k ds vuqlkj ifjofrZr (Variable) gksxk%
#0 1,20,000 + #0 2,60,000 + A + D #0 380,000 + A + D
Qb = =
P − #0 100 P − #0 100

tgka
P = Fkksd foØsrk dks bdkbZ foØ; ewY;
A = foKkiu ctV
D = foi.ku ctV
uhps dh rkfydk ls ;g Li"V gks tk;sxk fd ^^u ykHk] u gkfu ifjek.k** foi.ku feJ.k laca/kh fu.kZ; ls cgqr
izHkkfor gksrk gSA
oLrq fu;kstu ,oa fodkl 125

lkj.kh 7.4
fofHké foi.ku feJ.k ds fy, laHkkfor foØ; ifjek.k ,oa ^^u ykHk] u gkfu ifjek.k** dh rqyuk
(Estimated Sales Amount and Break Even Point under different Marketing Mixes)

m
o
ftlesa

.c
feJ.k 1 ds vUrxZr daiuh dks u ykHk u gkfu ifjek.k ds :i esa 9,667 Vsi fjdkMZj cspus iM+rs gSa] feJ.k 5 ds

a
vUrxZr dsoy 4,143, feJ.k 4 ds vUrxZr mldks 23,000 Vsi fjdkMZj u ykHk u gkfu ifjek.k ds :i esa cspus
gksrs gSaA bl izdkj ge ns[krs gSa fd fdl foi.ku feJ.k dks viuk;k tkrk gSA bldk fu.kZ; ^^u ykHk] u gkfu

m
ifjek.k** dks cgqr izHkkfor djrk gSA ;g ,d ,slk rF; gS ftldh gesa mis{kk ugha djuh pkfg,A
nwljs] fofHké foi.ku feJ.k u dsoy fofHké ^^u ykHk]u gkfu ifjek.kksa** dks lwfpr djrs gSa] oju~ ;g Hkh izdV
a
djrs gSa fd ^^u ykHk u gkfu ifjek.k** ls gq, ^^fopyuksa** (Deviations) ds izfr ykHk dh laosnu'khyrk fHké&fHké

n
gksrh gSA mnkgj.kkFkZ] feJ.k 8 dk ^^Å¡ps ewY;] Å¡ps izorZu O;;** okyk LoHkko (The High Price, High Promotion

y
Character) u ykHk u gkfu ifjek.k ds Lrj ls gq, fopyuksa ds fy, vf/kd gkfu ¼vFkok vf/kd ykHk½ dh laHkkouk
izLrqr djrk gSA feJ.k 8 ds vUrxZr fLFkj ykxrsa vf/kd Åaph gS]a fdUrq ,d ckj ;s olwy gks tk,a rks fQj vfrfjDr
d
ifjek.k Åaps ewY; ds dkj.k cgqr ^vk;&mRiknd** gksxkA

u
ekax ,oa ykHk fo'ys"k.k = vkfFkZd ykHknk;drk

t
(Demand & Profit Analysis = Economic Viability)

S
vuqdwyre foi.ku vUryZ; dh igpku ds fy, ^^u ykHk u gkfu fo'ys"k.k** ,d vi;kZIr rduhd gSA ;g bl
ckr dks lwfpr djrh gS fd D;k ifjek.k izkIr djus gSaA fdUrq D;k ifjek.k izkIr gksus dh laHkkouk gS] bldh lwpuk
ugha nsrhA ;gka ;g irk ugha pyrk gS fd foi.ku feJ.k ds fofHké ?kVd foØ; ds okLrfod ifjek.k dks fdl
rjg izHkkfor djsaxsA
vkn'kZr% daiuh dks vko';drk gS ,d ekax&lehdj.k dh ftlesa fcØh dks ewY;] foKkiu] forj.k vkfn ?kVdksa
ds Qyu ds :i esa fn[kk;k x;k gksA LFkkfir mRiknksa ds fy, ,sfrgkfld vkadM+s miyC/k gksrs gq, Hkh tc ,sls
lehdj.k cukus dfBu gksrs gSa] rc u;s mRikn fopkjksa ds fy, lehdj.k cukuk rks vlaHko lk gS] D;ksafd ;gka
,sfrgkfld vkadM+s miyC/k gksus dk iz'u gh ugha gSA fQj Hkh tks foi.ku lwpuk bdëh gks lds mlh ds vk/kkj
ij dk;Zokgdksa ls izR;sd foi.ku feJ.k ds fy, lcls vf/kd laHkkfor foØ; ifjek.k (Q) dk vuqeku yxkus
ds fy, dguk pkfg,A mijksDr rkfydk ds ikaposa [kkus esa bl izdkj ds vuqekfur foØ; ifjek.k fn[kk;s x;s
126 foi.ku ds fl)kUr

gSaA vuqeku yxkrs le; /;ku jf[k, fd ^^foØ; ifjek.k** ewY; dh foijhr fn'kk esa vkSj foKkiu o forj.k&O;;ksa
dh leku fn'kk esa pyrk gSA fdUrq izorZu o`f) ds QyLo:i foØ; ifjek.k esa ?kVrh gqbZ nj ls o`f) gksus dh
laHkkouk gSA
vc ge izR;sd varyZ; ds fy, laHkkfor ifjek.k (Q) vkSj ^^u ykHk u gkfu ifjek.k** (Qb) dh rqyuk dj ldrs
gSaA ,slh rqyuk ls Kkr gq, fopyu (Deviation) rkfydk ds NBs [kkus eas iznf'kZr fd;s x;s gSaA lcls vf/kd
vfrfjDr ifjek.k (Q-Qb) feJ.k&1 ds vUrxZr izkIr gksrk gSA fdUrq vfrfjDr ifjek.k gh lokZsÙke feJ.k dk
i;kZIr lwpd ugha gSA vfrfjDr ifjek.k dks bdkbZ ewY; (P–V) ls xq.kk fd;k tkuk pkfg, D;ksafd ,d Å¡ps ewY;
okyk feJ.k ¼tks fd NksVk vfrfjDr ifjek.k iznku djs½ ,d uhph dher okys feJ.k ls ¼tks fd ,d fo'kky
vfrfjDr ifjek.k iznku djs½ Js"B gks ldrk gSA bl izdkj] izR;sd feJ.k ds fy, Z = (P–V) (Q–b) dh x.kuk
djuh gksrh gSA vkSj tks ifj.kke ¼ykHk½ fudys mUgsa rkfydk ds vafre [kkus esa fn[kk,a ¼tSlk fd geus mDr
mnkgj.k esa fd;k gS½ ml ykHk dks ftldh izkfIr fofHké foi.ku feJ.kksa ls gksus dh laHkkouk gS }kjk ekik x;k
gSA feJ.k 5 lokZf/kd ykHk&laHkkouk j[krk gSA bl feJ.k eas bl ckr dk ladsr gS fd mRikn dks Åaph dher
ij FkksM+s izorZu iz;kl ds }kjk cspk tk;sxkA ;g uhfr ,slh n'kk esa viukbZ tkrh gS] tcfd daiuh dk bl ckr
dk fo'okl gks fd mlds mRikn dh cur dq'kyrk ls gqbZ gSA vkSj og [kqn&c&[kqn fcdsxkA
mYys[kuh; gS fd laHkkfor ykHk izkstsDV dh foÙkh; vkd"kZdrk dk ,d vYidkyhu ekid gSA pwafd blus ykxr]

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izfr;ksfxrk] vkfFkZd mrkj&p<+ko vkfn ds laca/k esa nh?kZdkyhu izof` Ùk;ksa dks fopkj esa ugha fy;k gS] blfy, ;g
,d nh?kZdkyhu ekid ugha gks ldrkA fQj daifu;ksa dks Hkh vYidkyhu laHkkoukvksa esa fo'ks"k #fp gksrh gSA
o
la{ksi esa] O;kolkf;d fo'ys"k.k voLFkk dk mís'; daiuh ds mís';ksa vkSj izlk/kuksa ls laxfr j[kus okys fopkjksa dks

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vaxhdkj djrs gq, laHkkfor tksf[ke ,oa ykHknk;drk dk lko/kkuh ls fo'ys"k.k djuk gSA bl gsrq ykxrksa ,oa
cktkj ds vkdkj o LoHkko ds fo"k; esa foLr`r lwpuk izkIr djuh gksrh gS] blfy, mRikn y{k.kksa ,oa foi.ku

a
feJ.kksa ds fofHké fodYiksa ds fy, vuqeku yxkus pkfg,A lokZsÙke cktkj feJ.k ds laHkkfor ykHk gh bl iz'u
ds fu.kZ; dk vk/kkj curs gSa fd daiuh dks u;s mRikn dk fodkl djuk pkfg, ;k ughaA
mRiknksa dk izk;ksfxd fuekZ.k
m
(Experimental-Pilot Production of Product)
a
n
tks fopkj O;kolkf;d n`f"Vdks.k ls Bhd izdV gq, gSa mUgsa vc vuqla/kku vkSj fodkl&foHkkx ds gokys fd;k tk ldrk
gSA ;g ,d egRoiw.kZ dne gS] D;ksafd (1) blds }kjk mRikn dks ,d Bksl ;FkkFkZ ;k ewrZ :i nsus dk igyk iz;kl fd;k
y
tkrk gSA vHkh rd] og dsoy ,d fopkj ek=k Fkk vf/kd ls vf/kd Mªkbax ds :i esa jgk gksxkA (2) blds fy, Hkkjh fofu;ksx

d
djuk gksrk gS] tks fd izkjafHkd voLFkkvksa esa fd;s x;s O;;ksa dh rqyuk esa ,d ^^nSR;** ds ln`'; gS] ,oa (3) bl dk;Z ls
bl iz'u dk tokc feyrk gS fd D;k fopkj rduhdh ,oa okf.kfT;d n`f"V ls ,d mi;qZDr mRikn esa ifjf.kr fd;k tk

` Rikn fodkl voLFkk t

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u
ldrk gSA ¼;fn ,slk ugha fd;k tk ldrk gS] rks daiuh us vc rd tks fofu;ksx fd;k og lc O;FkZ gks x;k gSA½
esa tks dk;Zokgh dh tk;sxh og mRikn dh izÑfr ds vuqlkj fofHké gksxhA mnkgj.kkFkZ] fufeZr
SegRo gS miHkksDrk #fp&ijh{kkvkssa dkA mRikn ds fodkl gsrw tks fofHké fØ;k;sa djuh gksaxh mUgsa
fVdkÅ eky n'kk esa bathfu;jh ijh{kkvksa dk fo'ks"k egRo gksxk] tcfd uk'koku miHkksDrk eky dh n'kk esa budk ekewyh
egRo gksrk gS] vf/kd
vkxs le>k;k tkrk gSA
1. vkn'kZ :iksa dk fodkl (Developing Prototypes): fufeZr fVdkÅ eky dh n'kk esa tks fopkj O;kolkf;d
fo'ys"k.k dh voLFkk dks ikj dj pqdk gS mls vkn'kZ :iksa ds fodkl gsrq baUthfu;fjax foHkkx dks lkSai fn;k tkrk
gSA mís'; ,d ,sls vkn'kZ :i ij igaqpuk gS tks fd dfBukbZ eqDr gks] ferO;f;rk ls fufeZr fd;k tk ldrk
gks vkSj xzkgdksa dks yqHkkus okyk gksA ,sls vkn'kZ :i ij igaqpus ds fy, vusd fofHké :iksa ij fopkj djuk iM+rk
gSA rc dgha ,d larks"kizn :i dh izkfIr gks ikrh gSA
2. miHkksDrk #fp ijh{kk;sa (Consumer Preference Testing): ,d uk'koku miHkksDrk eky tSlk fd ,d [kk|
mRikn dh n'kk esa mRikn fodkl dh voLFkk esa miHkksDrk #fp&ijh{kkvksa dh Hkwfedk iz/kku gksrh gSA budk mís';
oLrq fu;kstu ,oa fodkl 127

gS miHkksDrkvkas dh n`f"V ls fofHké mRikn y{k.kksa ds lokZsÙke fprkd"kZd la;ksx irk yxkukA bathfu;jh :i
ijh{kk;sa ,d lk/kkj.k Hkwfedk;sa fuHkkrh gS] vkSj mudk mís'; dsoy ;g lqfuf'pr djuk gS fd ilan fd;s x;s
mRikn y{k.k mRikn ds :i esa lqjf{kr ,oa lizHkkfod :i ls fufeZr gks tk;saA
eqjCcksa dk fuekZrk miHkksDrk #fp ijh{kk;sa blfy, ysrk gS rkfd mls mRikn ds feBkl dk lokZsÙke Lrj irk py
tk,A iz{kkydksa dk fuekZrk >kx ds l`tu dk lokZsÙke Lrj irk yxkus vkSj [kk| lkexzh ds iSfdax ds fy, jSij
cukus okyk fuekZrk bldh lokZsÙke pkSM+kbZ ekywe djus ds fy, miHkksDrk #fp ijh{kk;sa vk;ksftr djrk gSA bu
lHkh ekeyksa esa fuekZrk ,d fo'ks"k mRikn&y{k.k ds fofHké Lrjksa ds fy, miHkksDrkvksa dh #fp;ksa dk forj.k tkuus
dk iz;Ru djrk gS vkSj fQj ,slh tkudkjh mÙke mRikn ds fodkl dk vk/kkj cu tkrh gSA miHkksDrk #fp;ksa
dk forj.k ekywe djus ds fy, fofHké <ax viuk;s tkrs gSa] tSls&;qXe rqyuk;sa (Paired Comparisons) cgq xq.kh
NkaV (Multiple Choice) ,oa Øe fu/kkZj.k&fof/k (Ranking Procedure)A

m
o
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a
m
a
n
y
d
u
t
S

fp=k 7.5 u;s mRikn ds fodkl ls lEcaf/kr fu.kZ; izfØ;k

(Decision Process relating to New Product Development)
128 foi.ku ds fl)kUr

,d fo'ks"k mRikn&y{k.k ds fy, #fp forj.k (Preference Distribution) Kkr dj ysus ds ckn QeZ dks ;g fu.kZ;
djuk gksrk gS fd og fdl cktkj [kaM esa lcls vf/kd ykHknk;drk ds lkFk lsok dj ldrh gSA mls ^^cgqer**
Hkze (Majority Fallacy) ls cpuk pkfg, ¼bldk mYys[k ge cktkj & foHkfDrdj.k ds lEcU/k esa dj pqds gSa½
pwafd vusd izfr;ksxh QeZsa 'kk;n cktkj ds ^^cM+s** [kaM esa foØ; dj jgh gksrh gSa] blfy, izLrqr daiuh vis{kkÑr
misf{kr [kaMksa ij /;ku ns ldrh gSA tks Hkh gks] fofHké [kaMksa esa laHkkfor fcØh vkSj budh lsok djus dh ykxr
dk vuqeku yxkdj daiuh ;g fu'p; dj ldrh gS fd dkSu lk cktkj [kaM lcls ykHkizn gS vksj rnuqlkj gh
vius mRikn dk fodkl dj ldrh gSA
3. iSfdax vkfn: mRikn&fodkl esa vU; fØ;k,a Hkh djuh gksrh gSa] tSls&iSdsftax fMtkbu] foKkiu&dk;ZØe dk
fuekZ.k] czkaM&uke dk pquko] isVsUV~l vkSj dkWih jkbV~l ds fy, vkosnu djuk] vkfnA bu lcdh rS;kjh vklé
¼;k lfédV½ ijh{kk ds iwoZ gh dj ysuh pkfg,A bl fo"k; esa vxys v/;k;ksa esa lfoLrkj izdk'k Mkyk x;k gSA
ijh{kkRed&foi.ku
(Test Marketing)
ijh{kkRed foi.ku gh og voLFkk gS ftlesa laiw.kZ mRikn vkSj foi.ku dk;ZØe igyh ckj vYi la[;k esa lko/kkuh ls pqus
x;s okLrfod foØ; okrkoj.k esa vktek;k tkrk gSA fdUrq lHkh daifu;ka ijh{kkRed foi.ku dk ekxZ ugha pqurh gSaA
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ijh{kkRed foi.ku djus ;k u djus dk fu.kZ; bl ckr ij fuHkZj gksrk gS fd u;s cktkj esa fuekZrk dks fdruk fo'okl

o
gSA eku yhft, fd ,d fo'ks"k ekeys esa vuqeku yxk;k x;k gS fd ijh{kkRed foi.ku ij 1,00,000 #0 [kpZ gksaxsA eku

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yhft, ¼daiuh dk vuqeku gS fd½ ;fn mRikn vlQy jgs] rks daiuh dks vf/kdre 20 yk[k #0 dh gkfu gks ldrh gSA
;fn izcU/kd ;g le>s fd bl mRikn ds vlQy gksus dh laHkkouk 100 esa ,d gS rks rRdky gh laiw.kZ cktkj ds fy,

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iz;kl djus ls laHkkfor gkfu 20,000 #0 gksxh (= 20,00,000 x 1/100) gksxh tks fd ijh{kkRed foi.ku viukus ij daiuh
dks gksus okyh 1,00,000 #0 dh fuf'pr gkfu dk 1/5 gSA ;fn izca/kdksa dks ;g taps fd lQyrk ds vklkj dsoy 50%

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gSa] rks ijh{kkRed foi.ku ds fy, 1,00,000 #0 dk [kpZ mBkuk mfpr gksxk] D;ksafd daiuh ,d vf/kd cM+h jkf'k esa vius
fgr dh j{kk ds fy, ,d NksVh jkf'k gh [kpZ djrh gSA bl izdkj] ijh{kkRed foi.ku ,d izdkj ls tksf[ke fu;a=k.k dk
dk;Z djrk gSA
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ijh{kkRed&foi.ku dk iz;ksx vkS|ksfxd oLrq fuekZrkvksa dh vis{kk miHkksDrk oLrq fuekZrkvksa }kjk vf/kd fd;k tkrk gS]

djrh gSA mnkgj.kkFkZ] tc ,d vkS|ksfxd y

D;ksafd vkS|ksfxd oLrq fuekZrkvksa dks vius mRikn ds izfr Øsrkvksa dh izfrfØ;k vukSipkfjd <axksa ls gh irk py tk;k
QeZ fdlh u;s mRikn dk fodkl djrh gS rks mlds foØ; izfrfuf/k bls ¼u;s
mRikn dks½ laHkkfor xzkgdksa ds ,dd izfrfuf/k lewg ds ikl ys tkrs gSa] rkfd budh izfrfØ;k,a ekywe gks ldsaA cgq/kk os

cukrs gSaA tc daiuh bl ckr u

okrkZyki ds nkSjku ,sls fopkj vkSj lq>ko ik tkrs gSa fd tks fQj daiuh dks mRikn laca/kh mi;qDr la'kks/ku djus esa leFkZ

t ls larq"V gks tk, fd i;kZIr la[;k esa laHkkfor xzkgd mRikn dks uohure :i esa ilan djsaxs]

bl izdkj] vkS|ksfS
rks daiuh mRikn dks vius lfp=k lwphi=k esa lfEefyr dj ysrh gS vkSj mlds O;kid foØ; ds fy, rS;kjh djrh gSA
xd {ks=kksa esa ijh{kkRed foi.ku ,d ^^cktkj&tkap** (Market Probe) ds rqY; gksrk gSA
fdUrq u;s miHkksDrk&mRiknksa dk ijh{kkRed foi.ku dgha vf/kd laxfBr vkSj lekjksgiw.kZ gksrk gSA bl ij dkQh O;;
gksrk gS blds varxZr 3 ls 6 fofHké 'kgjksa dks pquk tkrk gS vkSj 6 lIrkg ls ysdj 2 o"kZ rd ¼tks iqu% Ø;&nj dh LFkkiuk
ds fy, vko';d izrhr gks½ ijh{kk pyrh gSA
ijh{kkRed foi.ku ds ykHk ;k dkj.k
u;s mRikn ds ijh{kkRed foi.ku }kjk daiuh dks dbZ ykHk gksus dh vk'kk dh tkrh gS] tSls&
1. ijh{kk dk izkFkfed mís'; (Primary Motive) laHkkfor mRikn foØ; ds ckjs esa Kku c<+kuk gSA ;fn ijh{kk esa
cktkjksa esas mRikn dh fcØh ^^u ykHk u gkfu ifjek.k** ls Hkh uhps fxj tk,] rks daiuh lko/kku gks tk;sxhA bl
oLrq fu;kstu ,oa fodkl 129

izdkj ,d NksVh /kujkf'k O;; djds og Lo;a dks O;kid mRikn vlQyrk ds Hkkjh O;; vkSj ijs'kkuh ls cpk
ysrh gSA
2. nwljk mís'; gS oSdfYid foi.ku&;kstukvksa dk iwoZ ijh{k.k djukA mnkgj.kkFkZ] lu~ 1960 esa dkWyxsV ikevksfyo
daiuh us vius u;s lkcqu dk ijh{kkRed foi.ku djus gsrq pkj esa ls izR;sd 'kgj esa ,d fHké foi.ku&vihy
bLrseky dh FkhA ;s pkj izdkj dh vihysa fuEukafdr Fkh%
¼v½ vkSlr ek=kk esa foKkiu] lkFk esa fu%'kqYd uewuksa dk }kj forj.kA
¼c½ Hkkjh foKkiu] lkFk esa uewus HkhA
¼l½ vkSlr ek=kk esa foKkiu] lkFk esa Mkd ls Hksts x;s 'kks/kuh; dwiu] ,oa
¼n½ vkSlr ek=kk esa foKkiu] fcuk fdlh fo'ks"k ifjp;ukRed izLrko dsA
mDr ijh{kkRed foi.ku ls dkWyxsV daiuh dks ;g irk pyk fd rhljs fodYi ds QyLo:i lokZsÙke fcØh gqbZ
gSA bl izdkj mls foi.ku feJ.kksa ds lkisf{kd xq.k nks"kksa ds ckjs esa mi;ksxh tkudkjh feyhA
3. dqN vU; ykHk Hkh gksrs gSa] tSls&
¼v½ dHkh&dHkh daiuh dks mRikn ds ,sls nks"k dk irk py tkrk gS] tks fd mRikn fodkl voLFkk esa mlds

m
/;ku ls pwd x;k FkkA

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¼c½ forj.k Lrj dh leL;kvksa ds ckjs esa daiuh dks egRoiw.kZ lqjkx fey ldrs gSaA mnkgj.kkFkZ mlds lsYleSu
;g tku ldrs gSa fd e/;tu u;s mRikn ds izfr dSlh izfrfØ;k;sa fn[kykrs gSa rFkk dSls mls vafre xzkgdksa

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dks csprs gSaA ;gh ugha] cktkj esa laxfBr fofHké lewgksa ds ckjs esa Hkh daiuh dks vf/kd tkudkjh izkIr gks
tkrh gSA QyLo:i daiuh ds fy, vius foi.ku dk;ZØe ds fofHké igyqvksa dks vf/kd lgh Qksdl esa ykuk
laHko gks tkrk gSA
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ijh{kkRed foi.ku dh fØ;kfof/k

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;fn mDr ykHkksa dks izkIr djuk gSs] rks daiuh dks pkfg, fd ijh{kkRed foi.ku ;kstuk;sa cukus esa ;Fkk'kfDr mÙke ls mÙke
lykg izkIr djsaA ijh{kkRed foi.ku 'kh?kzrk ls ,d foKku dk :i xzg.k djrk tk jgk gS vFkok de ls de og ,d

n
vfrfodflr dyk rks gS ghA ftu cM+h daifu;ksa us cgqr vuqHko lafpr dj fy;k gS] os izk;% viuh ijh{kk ;kstuk;sa [kqn

y
gh cuk ysrh gSa] fdUrq de vuqHkoh daifu;ka lkekU;r% foKkiu ,tsfUl;ksa] fof'k"VhÑr lykgdkjksa vFkok cM+h foi.ku
lsokvksa ¼tSls fd vesfjdk esa ,.lh.uhylsu daiuh½ ij fuHkZj jgk djrh gSA ijh{kkRed foi.ku ds fy, viukbZ tkus okyh
d
fØ;kfof/k la{ksi esa fuEuizdkj gS%
1.
u
ijh{kk ds fy, pqus tkus okys 'kgjksa dh la[;k dk fu'p; djuk% fofHké cktkj ijh{k.kksa esa iz;ksx ds fy, pqus

t
x;s 'kgjksa dh la[;k cgqr fHké ns[kh xbZ gSA ijh{kk ds fy, fdrus 'kgjksa dk pquko djuk pkfg,] bl laca/k esa

S
nks cqfu;knh fopkj.kk;sa gSa%&izfr:irk ,oa ykxrA nqHkkZX;o'k ;s fopkj.kk;sa ,d nwljs ds foijhr pyrh gSaA tSls
tSls izfr:i vkdkj c<+sxk] ifj.kke vf/kd izfrfuf/kd gksrs tk;saxs] D;ksafd vfrfjDr 'kgj daiuh dks vf/kd vPNs
iz;ksxkRed fu;a=k.k LFkkfir djus] vf/kd oSdfYid lfEeJ.kksa ¼vUryZ;ksa½ dh ijh{kk djus vkSj {ks=kh; fHkérkvksa
ds fy, vf/kd lko/kkuh ls [kkst djus esa leFkZ cukrs gSaA fdUrq 'kgjksa dh la[;k ds lkFk&lkFk O;oLFkk vkSj
vads{k.k ds O;; Hkh c<+rs tkrs gSaA vr% ;g ns[kuk pkfg, fd ijh{kk eas ,d vfrfjDr 'kgj dks 'kkfey djus ls
tks ykHk gksxk og ml ij c<+us okys O;; dh rqyuk esa vf/kd gksA lkekU;r% O;kid foØ; }kjk ftruh cM+h
gkfu dh laHkkouk gks oSdfYid foi.ku ;kstukvksa dh ftruh cM+h la[;k gks] {ks=kh;&fofHkérkvksa dh ftruh vfèkd
la[;k gks] vfuf'prrk ftruh vf/kd gks vkSj izfr;ksfx;ksa }kjk ijh{kk esa ftruk vf/kd fo?u iM+us dh laHkkouk
gks] ijh{kk gsrq pqus tkus okys 'kgjksa dh la[;k Hkh mruk gh cM+h gksuh pkfg,A
2. ijh{kk ds fy, pqus fdu 'kgjksa dks pquk tk,\ Hkkjr esa dksbZ ,d 'kgj vdsyk gh lkjs ns'k ;k jk"Vª dk
izfrfufèkRo ugha dj ldrk] fdUrq 'kgj ,sls gSa tks laiw.kZ jk"Vªh; fo'ks"krkvksa dks vU; 'kgjksa dh vis{kk vf/kd vPNh
130 foi.ku ds fl)kUr

rjg izfrfcfEcr dj ldrs gSaA vr% ,sls 'kgj ijh{kkRed foi.kuksa ds fy, cgqr yksdfiz; gks x;s gSa tSls&nsgyh]
cacbZ] dkuiqj vkfnA ijh{kk gsrq pqus tkus okys 'kgj fdl izdkj ds y{k.k okys gksa] bls izR;sd daiuh dks Lo;a
gh ifjHkkf"kr djuk pkfg,A izk;% pquko esa fuEukafdr y{k.kksa dks /;ku esa j[kuk mi;ksxh gS%&
(i) dbZ m|ksxkas dh fo|ekurk]
(ii) vkSlr izfr;ksfxrk]
(iii) i;kZIr la[;k esa Ükà[kyk HkaMkjksa dh mifLFkfr]
(iv) tula[;k dh vkykspukRed izof` Ùk]
(v) mi;qZDr lk/ku j[kus okys ukxfjd]
izR;sd mRikn ds fy, lk/kkj.kr% vyx vyx y{k.kksa okys 'kgj pquus gksrs gSaA
3. ijh{kk dc rd pyuh pkfg,\% cktkj ijh{kk;sa dbZ eghus ls ysdj dbZ o"kkZsa rd tkjh ns[kh xbZ gSaA ijh{kkdky
dk fu.kZ; ijh{kk dh ifjfLFkfr;ksa ds vuqlkj fd;k tkrk gSA ;w¡ rks vusd ?kVdksa ij fopkj fd;k tkrk gS] fdUrq
fuEu rhu ?kVdksa dk fo'ks"k /;ku j[kuk pkfg,% vkSlr iquZ%Ø; dky] izfrLi/kkZ laca/kh fLFkfr vkSj ijh{kkRed
foi.ku ykxrA
vkSlr iqu%Ø; dky (Average Repurchase Period) dk rkRi;Z ml le; dh vof/k ls gS tks fd Øsrk }kjk
mRikn dks iqu% LVkd djus ls iwoZ lk/kkj.kr% O;rhr gksrk gSA u;k mRikn ,d fu'kqYd uewus ds :i esa vk ldrk
m
gS vFkok vkosxo'k [kjhnk tk ldrk gS ;k mlds Ø; ds fy, fo'ks"k lkSnk fd;k tk ldrk gSA bldk iz;ksx

o
dj ysus ds ckn xzkgd ls mldh jk; iwNuk mldh vxyh [kjhn ds fy, izrh{kk djus dk mfpr fodYi ugha
gSA ,d gh iquZ%Ø; vof/k NksVh gS muds laca/k esa rks dksbZ leL;k ugha gS ysfdu yach iqu%Ø; i;Zos{k.k dfBukbZ

.c
ls i;kZIr gksrk gSA u;s czkaM ds ,d ckj ds iz;ksx ds ckn xzkgd vius iqjkus czkaM dks iqu% [kjhn ldrk gS] rkfd
nksuksa dh rqyuk dj lds] vFkok nks pkj ckj [kjhnus ds ckn u;s mRikn ls vlarks"k vuqHko djrs gq, mldks NksM+
a
ldrk gSA vr% ;g okaNuh; gksxk fd voyksdu dk;Z dbZ iqu%Ø; vofèk;ksa rd tkjh j[kk tk,A ftu oLrqvksa
dh iqu%Ø; vof/k NksVh gS muds laca/k esa rks dksbZ leL;k ugha gS ysfdu yach iqu%Ø;vof/k;ksa okys u;s mRiknksa
m
ds laca/k esa dbZ iqu%Ø; vof/k;ksa rd voyksdu djus dk fu.kZ; ,d cM+h leL;k cu tkrk gS] D;ksafd daiuh dks

a
ijh{kk dk;Z ,d ;k nks o"kkZsa rd tkjh j[kuk iM+ ldrk gS vFkok mls Ø;ksÙkj lk{kkRdkj ij fuHkZj jguk gksxkA
nwljk izHkko Mkyus okyk ?kVd gS izfrLi/kkZ dh n'kkA ,d daiuh ;g rks pkgsxh fd cktkj ijh{kk bruh le;kofèk
n
rd tkjh j[kh tk;s fd mi;ksxh lwpuk izkIr djuk laHko gks lds] fdUrq bl le;kof/k dks og bruk yack ugha

y
j[kuk pkgsxh] ds bl chp izfr;ksxh Hkh rS;kj gksdj cktkj esa vk tk;saA lgh le;kof/k irk yxkuk lpeqp ,d
dfBu dk;Z gSA
d
rhljk egRoiw.kZ izHkkodkjh ?kVd] tks cktkj ijh{kk dh dkykof/k dks fu/kkZfjr djrk gS] ijh{k.k ij vkus okyh
u
ykxr gSA ijh{kkRed foi.ku dh dqy ijh{kk dky ds lkFk izR;{k :i ls ifjofrZr gksrh gSA dqy ykxrksa esa foØ;

t
ifj.kkeksa dk vaos{k.k djus ds 'kqYd vkSj ijh{kk dh ns[kHkky ds O;; rks lfEefyr jgrs gh gSa] mRikn dks 'kh?kz

S
gh izpfyr u djus dh volj ykxrsa Hkh lfEefyr gksrh gSaA
ijh{kk ds fy, pqus tkus okys 'kgjksa dh la[;k ds pquko esa fu.kkZ;d ds lEeq[k tSlh nqfo/kk izLrqr gksrh gS oSlh
gh nqfo/kk ijh{kkdky fu;r djus esa gksrh gSA ijh{kkdky ftruk yack j[kk tk;sxk] ijh{kk ds ifj.kke mruk gh
vf/kd lwpukizn gksaxs fdUrq lkFk gh ijh{k.k ykxrsa c<+ tk;saxhA
4. ijh{kk dh vof/k esa D;k lwpuk bdëh dh tkuh pkfg,\% fdlh cktkj ijh{kk ds fy, ;kstuk;sa cukrs le;
fu;kstu dks ;g fu.kZ; djuk pkfg, fd u;s mRikn ds xq.k nks"kksa dk ewY;kadu djus gsrq D;k foØ; ,oa vU;
lwpuk vko';d gSA rRi'pkr mls bl lwpuk ds ,d=khdj.k ds fy, daiuh ds foi.ku vuqla/kku foHkkx vkSj cká
okf.kfT;d lsokvksa ls O;oLFkk;sa djuh pkfg,A ;s O;oLFkk;sa fuEukafdr gSa&
(i) mRikn ds ynku laca/kh vkadM+s% tc u;s LVkd ds fy, O;kikfj;ksa ds vkMZj vkrs gSa] rks mudks mRikn dk
ynku fd;k tkrk gSA vr% lkIrkfgd ynku ds vkadM+s QqVdj foØ; dh nj ds fo"k; esa dqN lwpuk miyCèk
dj ldrs gSa&
oLrq fu;kstu ,oa fodkl 131

(ii) Hk.Mkj vads{k.k (Store Audits)% QqVdj fcØh dh okLrfod xfr ls Lo;a dks ifjfpr j[kus ds fy, daiuh
ds fy, ;g t:jh gksrk gS fd lkef;d HkaMkj vads{k.kksa dh] O;oLFkk djsaA og ;k rks fdlh fu;fer
okf.kfT;d lsok ls fjiksVZ [kjhn ldrh gS vFkok fo'ks"k vads{k.k ds fy, O;oLFkk dj ldrh gSA fjiksVZ esa
izeq[k izfrLi/kkZ czkaMksa ds fy, Hk.Mkj foØ;ksa vkSj LVkd ek=kkvksa laca/kh laf{kIr lwpuk nh gksrh gSA bl
O;oLFkk dk ijh{kkRed foi.ku ds fy, ,d lhfer mi;ksx gh gksrk gS] D;ksafd izFke rks ;g vads{k.k gj
nwljs eghus ;k nks ekgh fd;k tkrk gS vkSj fjiksVZ dbZ g¶rksa ckn fey ikrh gSA nwljs] ;g fjiksVZ Øsrk
fo'ks"krkvksa ds ckjs esa dksbZ izdk'k ugha Mkyrh tSls fd ;g ugha crkrh fd nksgjkus okys Øsrkvksa dh rqyuk
esa u;s Øsrkvksa dk vuqikr D;k gSA
(iii) miHkksDrk lfefr;ka (Consumer Panels)% tc u;s mRikn dks miHkksDrk lfefr;ksa ds lnL;ksa }kjk [kjhnk
tkrk gS] rks dHkh&dHkh Øsrk fo'ks"krkvksa laca/kh mi;ksxh lwpuk izkIr dh tk ldrh gSA izR;sd lnL; viuh
[kjhn czkaM] dher] fo'ks"k lqfo/kk vkfn ds ckjs esa lkIrkfgd lwpuk Hkstrk gSA bu vkadM+ksa ls daiuh ;g irk
yxk ldrh gS fd mlds czkaM dh fdruh fcØh nksgjkbZ tk jgh gS] fdu {ks=kksa esa mls xzkgd fey jgs gSa vksj
fdu esa og xzkgd [kks jgh gS] u;s czkaM esa fdl izdkj ds xzkgd lcls vf/kd #fp fn[kk jgs gSa] vkfn vkfnA
bu lwpukvksa ds vk/kkj ij daiuh cktkj esa vius Hkkoh Hkfo"; dk iwokZuqeku yxk ldrh gSaA
(iv) Øsrk loZs{k.k (Buyer Surveys)% u;s mRikn ds izfr Øsrk izof` Ùk;ksa vkSj izfrfØ;kvksa ds ckjs esa izR;{k lwpuk

m
izkIr djus gsrq daiuh izfrfuf/kLo:i dqN u;s xzkgdksa ds uke eaxkdj muls lk{kkRdkj ds fy, O;oLFkk dj
ldrh gSA bu lk{kkRdkjksa ds }kjk Øsrk fo'ks"krkvksa rFkk mudh izpfyr mRikn ds fo"k; esa lkekU; ,oa uohu
mRikn ds fo"k; esa fof'k"V izfrfØ;k;sa Kkr dh tk ldrh gSaA
o
.c
rkRi;Z ;g gS fd daiuh ftruk vf/kd laxzg dj ysxh] lgh fu.kZ; ysus ds volj Hkh mrus gh c<+ tk;saxs
vksj lkFk gh ykxr Hkh c<+ tkrh gSA vr% lwpuk dh lgh ek=kk vkSj fdLe dk fu.kZ; ijh{kkRed foi.ku

5. a
ds mís';ksa] cktkj tksf[keksa vkSj lwpuk ykxrksa ds vk/kkj ij fd;k tkuk pkfg,A
ijh{kk ds ckn D;k dk;Z djus pkfg,\% tc ijh{kkRed foi.ku iw.kZ gks tk, rc fQj vafre fu.kZ; ysuk gksrk
m
gSA cktkj ijh{kk ds ifj.kke ds lanHkZ esa gesa dbZ fodYi miyC/k gksrs gSa] tks fd fp=k 7.6 esa iznf'kZr fd;s x;s

a
gSaA

n
y
d
u
t
S

fp=k 7.6% fu.kZ; o`{k&cktkj ijh{kk ds ckn oSdfYid fu.kZ;

(Decision-Tree-Decision After Market Testing)
132 foi.ku ds fl)kUr

;fn cktkj ijh{kk ls irk pys fd fcØh vR;qÙke gS] rks ge lh/ks u;s mRikn dks O;kikfjd :i ls izLrqr djus
dk fu.kZ; ys ldrs gSaA
;fn cktkj ijh{kk ls irk pys fd fcØh dkQh vPNh gS] rks ge ;k rks ,d ubZ cktkj ijh{kk ds fy, O;oLFkk
dk fu.kZ; ys ldrs gSaA vFkok iwoZ cktkj ijh{kk ls ftu lq/kkjksa dh vko';drk izrhr gqbZ gks mUgsa djds u;s mRikn
dks O;kikfjd :i ls izLrqr djus dk fu.kZ; ys ldrs gSa] vFkok ;g Hkh gks ldrk gS fd ge mRikn esa lq/kkj djds]
fQj nwljh cktkj ijh{kk ysus dk fu.kZ; djsaA fdUrq gesa ;kn j[kuk pkfg, fd nwljh ijh{kk ysus dk eryc gS
nqckjk nzO; [kpZ gksukA vr% nwljh ijh{kk ysus ds laHkkfor ykHkksa vkSj vfrfjDr [kpkZsa dh lko/kkuh ls rqyuk djuh
pkfg,] vFkok ,d fodYi ;g Hkh gks ldrk gS fd u;s mRikn laca/kh fopkj dks loZFkk gh NksM+ nsa] D;ksafd fcØh
dsoy dkQh vPNh gS ¼cgqr vPNh ;k vR;qÙke ugha½ fu.kZ; ysuk vo'; pkfg,] pkgs og dSlk Hkh gksA fu.kZ; dks
LFkfxr djuk Bhd ugha gksrk gS tcfd nqHkkZX;o'k O;ogkj esa ,slk gh gksrk gSA izk;% ge vafre fu.kZ; ysus esa ladksp
djrs gSa vkSj ladksp ds dkj.k gh vf/kdkf/kd lwpuk ikus ij cy nsus yxrs gSaA QyLo:i tks O;; gks pqdk gS
mlds O;FkZ tkus dh vk'kadk jgrh gSA
;fn ijh{kkRed foi.ku ls irk pys fd fcØh vi;kZIr ;k vlarks"ktud gS] rks ge u;s mRikn dk fopkj loZFkk
R;kx ldrs gSaA vFkok mlesa cktkj ijh{kk }kjk bafxr lq/kkj djds iqu% cktkj ijh{kk ysus dk fu.kZ; dj ldrs
gSaA blds foijhr ge] ,slk Hkh lksp ldrs gSa fd tks cktkj ijh{kk yh xbZ Fkh og mi;qZDr ;k fo'oluh; ugha
Fkh vkSj blfy, ijh{kk {ks=k dk nqckjk :iko.k djuk o ubZ cktkj ijh{kk ysuk vko';d gSA
m
o
tc u;s mRikn ds lekjaHk dk fu.kZ; gks tk,] rks mi;qZDr foi.ku LVsªsVsth dk fu.kZ; djuk gksxkA foi.ku LVsªVsth

.c
laca/kh fu.kZ; cktkj ijh{kk ls izkIr lwpuk ij vk/kkfjr gksuk pkfg,A
6. foi.ku (Marketing)% mRikn dks okf.kfT;d :i ls izLrqr djus esa dkQh dke djuk gksrk gSA ;g ,d egRoiw.kZ

a
iz'u gSA vU; ckrksa ds lkFk&lkFk daiuh dks mRiknu ds leLr y{k.kksa vkSj iSdst dks vafre :i nsuk gksrk gS]
u;s lkt lkeku o vU; lqfo/kk,a izkIr djus esa /ku dk fofu;ksx djuk iM+rk gS] rkfd cM+s iSekus ij mRiknu

m
laHko gks ldsA foØ; deZpkfj;ksa dh lHkkvksa dk vk;kstu djuk iM+rk gS vkSj foKkiu ,oa lao)Zu laca/kh iw.kZ
dk;ZØe cukuk gksrk gSA bu lc dk;kZsa esa O;; rsth ls fd;s tkrs gSa vkSj budh jkf'k ds lEeq[k vc rd ds O;;ksa
a
dh jkf'k rqPN yxrh gSA bl O;; ds fy, /ku tqVkus gsrq izk;% daiuh dks eqnzk cktkj dh 'kj.k ysuh iM+rh gSA

n
lkekU;r% mRikn jk"VªO;kih Lrj ij ,d gh ckj esa izLrqr ugha fd;k tkrk] oju~ og igys eq[; cktkjksa eas izLrqr

y
fd;k tkrk gS vkSj fQj 'kuS% 'kuS% f}rh;kRed ,oa r`rh;d cktkjksa esaA vU; 'kCnksa esa] fu;ksftr cktkj foLrkj
dh uhfr viukbZ tkrh gSA fu;ksftr cktkj foLrkj dh xfr D;k gksxh ;g dbZ ?kVdksa ij fuHkZj gSA ;fn ijh{kkRed
d
foi.ku ds ifj.kke cgqr mRlkgizn gSa vkSj ;g izrhr gksrk gS fd mRikn [kwc eqnzk miktZu djsxk rks fulansg daiuh

u
mRikn dks ,d Øs'k vk/kkj ij izLrqr djsxhA ;fn bl ckr dh laHkkouk gS fd izfr;ksxh yksx mRikn dh udy
tYn gh dj ysaxs rks Øs'k dk;ZØe ds vuqlkj izLrqfr ds fy, og vf/kd lps"V gks tk;sxhA fdUrq daiuh vius
t
lk/kuksa }kjk fu/kkZfjr xfr ls vf/kd rst ugha c<+ ldsxhA fQj ;g Hkh iz'u gS fd og viuh mRiknu lqfo/kkvksa
S
dk foLrkj fdruh rsth ls dj ldrh gS vkSj vius foØ; deZpkfj;ksa dks fdruh tYnh izf'kf{kr dj ldrh gSA
bl ckr dh Hkh leL;k gS fd okafNr nj ls cktkj foLrkj ds fy, i;kZIr iwath dh O;oLFkk djuk laHko gksxk
;k ughaA
ftu daifu;ksa dks vius u;s mRikn esa iw.kZ fo'okl ugha gS os cktkjksa esa /kheh xfr ls izos'k djuk pkgsaxhA ,slk
djrs gq, os viuh gkfu dks lhfer djus ds fy, ykHk lhfer j[kus dh uhfr dk gh ikyu djrh gSA
pkgs daiuh viuk u;k mRikn Øe'k% izLrqr djs vFkok lh/ks jk"Vªh; Lrj ij] nksuksa gh n'kkvksa esa ;g vko';d
gS fd og mRikn ds okf.kfT;d izLrqrhdj.k ds fy, le; rkfydk lko/kkuh ls cuk;saA okf.kfT;dj.k voLFkk
esa tks lSdM+kas fØ;k,a dh tkrh gSa muds lgt leUo; vkSj izde.ku ds fy, dqN mér fu;kstu ,oa le; vuqlfw p;u
rduhdksa dks iz;ksx djuk vko';d gksrk gSA
oLrq fu;kstu ,oa fodkl 133

thou pØ dh izkjafHkd ,oa i'pk)rhZ voLFkkvksa ls gksdj u;s mRikn dks vkxs c<+krs jgus ds mís'; ls ekxZn'kZu
gsrq daiuh dks vko';d uhfr fu.kZ; ysus gksaxsA le;&le; ij bu uhfr;ksa esa ifjorZu djrs jguk gksxkA rkfd
cktkj gkFk ls u fudyus ik;sA
mRikn lq/kkj
(Product Improvement)
mRikn lq/kkj ;k ifjorZu bPNkuqlkj HkkSfrd xq.k ;k oLrq ds laos"Vu esa ifjorZu gSA tc mRikn ds foØ; esa deh vkrh
gS ;k og oLrq thou pØ dh ifjiDork dh voLFkk esa igqaprh gS rc mRikn lq/kkj vf/kd vko';d gksrk gSA dqN oLrqvksa
ds laca/k esa] tSls jklk;fud vkSj dPph lkexzh esa fdlh Hkh izdkj ds ifjorZu dk egRo ugha gSA ysfdu dbZ oLrqvksa esa
Bksl ifjorZu vkSj mlds HkkSfrd xq.kksa esa lq/kkj dh {kerk gksrh gS] nks egRoiw.kZ ?kVd gSa] tks fuekZrkvksa dks mldh oLrq
lq/kkjus ds fy, etcwj djrs gSaA
1. ubZ rduhdh fodkl (New Technology), vkSj
2. izfrLi/kkZRed vko';drk (Competitive Necessity)
bl izdkj reke fuekZrkvksa dks rduhdh ifjorZu rFkk izfrLif/kZ;ksa }kjk oLrq lq/kkj dk lkewfgd iqujkoyksdu djuk iM+rk
gSA os ;g Hkh fopkj djrs gSa fd mRikn ifjorZu ls muds O;kikj esa ykHk gksxk ;k ughaA
m
mRikn esa dqN lkekU; HkkSfrd xq.k gksrs gSa ftUgsa ifjofrZr fd;k tkrk gSA tSls lkexzh] jax vkdkj] vkÑfr] Lokn dk;Z
dh fo'ks"krk] <ax vkfnA o
lkekU;r% mRikn lq/kkj ds fy, fuekZrk }kjk rhu izdkj dh oLrq lq/kkj ekspkZcUnh dk
dh fdLe] <ax vkSj vkÑfr esa lq/kkj gSA . c mi;ksx fd;k tkrk gSA ;g ekspkZcUnh

mRikn lq/kkj dk mís'; mÙke lkexzh e'khu ls oLrq dh lkisf{kd o`f) vkS a j fVdkÅiu esa o`f) djuk gSA <ax esa ifjorZu

dk;Z lq/kkj dh vis{kk <ax vkSj fn[kkoV esa gksrk gSA Hkkstu dhm
djus dk mís'; lkSan;Z vihy dks dk;Z vihy ds vuqlkj djuk gSA eksVjdkj] LdwVj] lkbdy esa oLrq lq/kkj vf/kdr;k
oLrqvksa esa tgka lq/kkj laHko ugha gksrk ogka laos"Vu <ax esa
lq/kkj fd;k tkrk gSA
a
xq.k ¼y{k.k½ vkÑfr esa lq/kkj djus dk mís';
n
{kerk ;k oLrq cnyus dh O;oLFkk djukA y
okLrfod ;k bPNqd miHkksDrkvksa dks fn, x, ykHk dks c<+kuk gS ,oa ykHkksa esa o`f) djuk gSA tSls vf/kd vkjke nsuk] lqj{kk]

d
oLrq lq/kkj xzkgdksa ds fnekx esa oLrq dh ubZ /kkj.kk mRié djus ds fy, fd;k
tkrk gSA vkSj blfy, vf/kdka'k rjôh dh gqbZ oLrqvksa ds fy, U;w 'kCn dk iz;ksx fd;k tkrk gSA ftlls izHkko'kkyh
u
foKkiu dks lgk;rk feyrh gSA tSls U;w fcukdk Vki] U;w lqij lQZ] fizfVax jksVjh e'khu] daI;wVlZ xkbMsM e'khusa] flFksafVd

t
diM+ksa dh mRiknu rduhfd;kaA

S (Product mRikn fodkl ,oa miHkksDrk vaxhdj.k

Development and Consumer Adoption)
miHkksDrk vaxhdj.k izfØ;k
(The Consumer Adoption Procewss)
miHkksDrk vaxhdj.k izfØ;k ogka ls 'kq: gksrh gS tgka fd daiuh dk mRikn fodkl dk;Z [kRe gksrk gSA bldk rkRi;Z ml
izfØ;k ls gS ftlds }kjk laHkkfor xzkgd u;s mRikn ds ckjs esa tkuus yxrs gSa] mls vktekrs gSa vkSj fQj vUr esa mRikn
dks ;k rks vaxhdkj dj ysrs gSa vFkok vLohdkjA1 ,d fuekZrk dks bl vaxhdj.k izfØ;k dk Kku gksuk vko';d gS] rkfd
1. "It deals with the process by which potential customers come to learn about the new product, try it and eventually adopt or reject
it." – Philip Kotler, Marketing Management, p. 342
134 foi.ku ds fl)kUr

og tu psruk vkSj vktek;'kh iz;ksx dk ekxZ 'kh?kz gh cuk ldsA tcfd miHkksDrk vaxhdj.k izfØ;k dk laca/k u;s mRikn
ds fuekZrk ls gS] rc miHkksDrk fu"Bk izfØ;k dk laca/k LFkkfir mRikn ds fuekZrk ls gksrk gSA vr% nksuksa esa egRoiw.kZ vUrj
gSA
1. uokpkj dh foHkkT;rk (Innovation's Divisibility): uokpkj dh foHkkT;rk vaxhdj.k&nj dks c<+kus esa
lgk;d gksrh gSA izkjfEHkd vaxhdj.k djus okyksa dh rqyuk esa foyEc ls vaxhdkj djus okyksa dh vf/kd foHkkT;rk
dh vko';drk iM+ ldrh gS] D;ksafd os vf/kd tksf[ke ysrs gSaA
2. uokpkj dh laizs"k.k'khyrk (Innovation's Communicability): tks uokpkj nwljksa ij iznf'kZr fd;s tk ldrs
gSa mudk izlkj lekt esa tYnh gks tkrk gSA
mDr fo'ks"krk;sas mRikn ds fMtkbu] lEc)Zu vkSj foi.ku n`f"V;ksa ls Hkh egRoiw.kZ gSaA QeZ dk u;s mRikn dh
fo'ks"krkvksa ij fu;a=k.k gksrk gS] fdUrq dsoy dqN lhekvksa ds vUrxZrA mRikn ds fMtkbu ds fy, mRikn
fo'ks"krkvksa dk ekxZn'kZu ;g gS fd QeZ dks ,d ,sls mRikn dk l`tu djuk pkfg, ftlesa ml mRikn ij ftldk
izfrLFkkiu fd;k tk jgk gS vf/kdre lkisf{kd ykHk gks] vaxhdkj djus okyksa ds vkn'kkZsa ds lkFk vf/kdre
vuq:irk gks ,oa U;wure tfVyrk gksA nqHkkZX;o'k ;s fo'ks"krk;sa cgq/kk ,d nwljs ds foijhr dk;Z'khy gksrh gSa] tSls
fedsfudy bZfDoiesaV dks vf/kd ifjorZu{ke cuk;k tk ldrk gS fdUrq ,slk djus esa mldh tfVyrk c<+ tkrh

m
gSA

o
.c
a
m
a
n
y
d
u
t
S
mRikn igpku 135

v/;k;&8
mRikn igpku
(Product Identification)
fHkUu&fHkUu fuekZrkvksa }kjk fufeZr oLrq,a ,d gh vkdkj&izdkj] xq.k] jax&:i ,oa ewY; dh gksrh gSa rks izR;sd fuekZrk ;g
pkgrk gS fd mldh oLrq ij dksbZ Nki] ysfcy] fpºu ;k blh izdkj dh fØ;k dh tk;s ftlls fd miHkksDrk ml Nki]
fpºu ;k ysfcy dks ns[kdj ml oLrq dks vklkuh ls igpku ldsA ,sls fpUgkadu dk dk;Z czkf.Max( (Branding), O;kikj
fpUg (Trade Mark), iSdsftax (Packaging), rFkk ysfcfyax (Labelling) fØ;kvksa }kjk iwjk fd;k tkrk gSA mRikn&igpku
dh bl izfØ;k dks gh ^mRikn igpku* (Product-Identification) dgk tkrk gSA

m
czkf.Max vkSj VªsMekdZ (Branding & Trade Mark)µvkèkqfud le; esa yxHkx lHkh izdkj dh oLrqvksa ds fy, czk.M dk
iz;ksx fd;k tkrk gSµ
o
czk.M dk eq[; mís'; ,d igpku (Identification) fuf'pr djuk gksrk gSA tks oLrq Øsrkvksa dks lUrq"V dj pqdh gS] ml

.c
oLrq dh Øsrk mlh igpku fpUg ds vkèkkj ij ekax dj ldsa vkSj mRiknudÙkkZ ml ekax dks iwjh dj ldsA
czk.M o VsªMekdZ ds lEcUèk esa fofHkUu fo}kuksa us fHkUu&fHkUu ifjHkk"kk,a nh gSaA bl lEcUèk easa dqN izeq[k ifjHkk"kk,a
fuEufyf[kr gSaµ
a
1.
m
vejhdu ekdsZfVax ,lksfl,'ku ds vuqlkj czk.M ,d uke] 'kCn] fpºu ;k fMtkbu ;k budk ,d lfEeJ.k gS

a
ftldk mís'; ,d foØsrk ;k ,d lewg ds foØsrkvksa ds eky ;k lsokvksa dks igpkuuk gS vkSj izfr;ksfx;ksa ds eky
;k lsokvksa ls Hkst djuk gSA**

n
bl izdkj czk.M esa uke gks ldrk gS] dqN 'kCn gks ldrs gSa] ,d fMtkbu gks ldrk gS] ;k bu lcdks feykdj ,d

y
czk.M cuk;k tk ldrk gSA Hkkjr esa ckz.M dk iz;ksx vkèkqfud o`gr~ mRiknu okys fuekZrkvksa ds }kjk fd;k tkrk gS(
tSls] fgUnqLrku yhoj fyfeVsM] eqEcbZ dk ^[ktwj Nki MkyMk ?kh*] ,lksfl,VsM lhes.V dEiuh dk ^,- lh- lh-
lhes.V*A d
2.
u
vesfjdu ekdsZfVax ,lksfl,'ku ds er esa] ^^VªsMekdZ ,d czk.M gS ftldks oSèkkfud laj{k.k ns fn;k x;k gS D;ksafd

t
bldks dkuwu ds vUrxZr dsoy ,dek=k foØsrk }kjk viuk;k tk ldrk gSA**
3.
S
dkWiyS.M ds fopkj esa] ^^VªsMekdZ dks fdlh ladsr] fpºu] izrhd] v{kj ;k v{kjksa ls ifjHkkf"kr fd;k tk ldrk gS
tks fdlh oLrq ds mn~xe ;k LokfeRo dks crykrs gSa rFkk oLrq dks mldh DokfyVh ls fHkUu djrs gSa vkSj leku mís';
gsrq muds iz;ksx dk vU; dks leku vfèkdkj iznku ugha djrs gSaA**
4. LVk.Vu ds 'kCnksa esa ^^lHkh VªsMekdZ czk.M gSa vkSj bl izdkj buesa os 'kCn] ys[k ;k vad 'kkfey gSa ftudk mPpkj.k
gks ldrk gSA buesa rLohj dk fMtkbu Hkh 'kkfey gSA**
mi;qZDr fooj.k ls ge bl fu"d"kZ ij vkrs gSa fd czk.M eas ;g fo'ks"krk,a ik;h tkrh gSA % 1. czk.M dk uke] 'kCn] fpºu
o fMtkbu gSA 2. bldk mís'; ,d foØsrk ;k laLFkk dh oLrqvksa dks igpkuuk rFkk izfr;ksxh oLrqvksa ls fHkUurk mRiUu
djuk gSA 3. lHkh czk.M VªsMekdZ ugha gSa ysfdu lHkh VªsMekdZ czk.M ekus tkrs gSaA 4. czk.M dk {ks=k lhfer gS tcfd VªsMekdZ
dk {ks=k foLr`r gSA
136 foi.ku ds fl)kUr

czk.M ¼ekdkZ½ ,oa O;kikj fpUg

(Brand and Trade Mark)
czk.M ls vk'k; (Meaning of Brand)&czk.M ¼ekdkZ½ ,d foLr`r vFkZ okyk 'kCn gS ftlesa dksbZ v{kj] uke] fpUg] fMtkbu
;k fp=k vFkok bu lcds feJ.k dks lfEefyr fd;k tkrk gSA bldk ç;ksx fuekZrk vFkok e/;LFkksa ds }kjk vius mRiknksa
dks nwljksa ds mRiknksa ls fHkUurk j[kus ds fy, fd;k tkrk gSA
O;kikj fpUg ls vk'k; (Meaning of Trade Mark)&tc fdlh v{kj] uke] fpUg] fMtkbu ;k fp=k vFkok bu lcds feJ.k
dk dkuwu ds vUrxZr] iath;u djk fy;k tkrk gS rks bls O;kikj fpUg dgrs gSaA okLro esa O;kikj fpUg dkuwuh laj{k.k
çkIr czk.M gh gS tc dksbZ fuekZrk fofHkUu mRiknksa dk mRiknu djrk gS rks og fHkUu mRiknksa ds fy, fHkUu&fHkUu czk.Mksa
dk ç;ksx dj ldrk gS ysfdu mu lcdks fy, ,d gh O;kikj fpUg dk ç;ksx djrk gSA
lkekU;r czk.M ds lkFk mRikn ;kstuk o`f) dk ,d Hkkx gksrk gSA vesfjdu ekdsafVax ,lksfl,'ku ds vuqlkj Þczk.M 'kCn
,d 'kCn] uke] fpUg ;k lk/ku ;k fdlh lfEeJ.k ls ifjHkkf"kr fd;k tk ldrk gS] tks fuekZrk ;k O;kikjh }kjk mlds
mRikn ;k lsok dks igpkuus ds fy, mi;ksx esa yk;k tkrk gks vkSj nwljs fuekZrkvksa }kjk fufeZr oLrq tks csph xbZ ;k lsok,a
tks dh xbZ nksuksa esa fHkUurk çdV djus ds fy, mi;ksx esa yk;k tkrk gSAß1

m
çR;sd daiuh viuh oLrq dks igpkuus vkSj cktkj esa nwljs çfrLif/kZ;ksa dh oLrq ls vyx fn[kkus dh bPNk j[krh gSA oLrq

o
dks igpkuus ds fy, ,d egRoiw.kZ i)fr gS ftls czkfMax dgk tkrk gSA bleas oLrq dks dqN uke fpUg vkfn fn;k tkrk
gSA mRikn dks czk.M çnku djuk foØ; fodkl dk ,d vk/kkj gksrk gSA czkfMax mlds fy, daiuh dh Lora=krk vkSj lqj{kk

.c
dh O;oLFkk djrh gSA czkfMax }kjk daiuh vius laHkkfor xzkgd dks foKkiu vkSj nwljs foØ; çorZu ds lk/kuksa }kjk ;g
crk ldrh gS fd ;g gekjk mRikn gS vkSj blesa Qyka&Qyka xq.k gSa rFkk cktkj ds nwljh mRiknksa ls ;g vPNh gSA xzkgd
a
cktkj esa ,slh oLrq dks 'kh?kz gh igpku yssrs gSa D;ksafd os foKkiu esa czkaM ;k fpUg vkfn ns[ks gq, gksrs gSa ;k daiuh ds

m
çfrfuf/k;ksa ls blds ckjs esa lqu pqds gksrs gSaA lkekU;rk miHkksDrk oLrqvksa ij gh czkaM yxk;k tkrk gS ysfdu bu fnuksa
¼orZeku le; esa½ vkS|ksfxd oLrqvksa ij Hkh czkaM yxkus dh ço`fr eas o`f) gqbZ gSA
vPNs czkaM uke dh fo'ks"krk a
(Characteristics of a Good Brand Name)
n
y
,d O;kikfjd uke vPNk ;k cqjk gks ldrk gS] og foØ; esa o`f) ;k #dkoV dj ldrk gSA ,d vPNs czkaM eas fuEu

mPpkj.k djus esa ljy gks d

fo'ks"krk,a gksrh gSA

esa ugha cksy ldrs vkSju

(1) (Easy to Pronounce) &D;ksafd Hkkjr esa dqN jkT;ksa ds yksx fuf'pr /ofu;ksa ;k vkokt
lkFk gh dHkh&dHkh os dqN fuf'pr 'kCnksa dk lgh mPpkj.k Hkh ugha dj ikrsA bl dkj.k
t &uke ;kn djus ;ksX; gks ;k ;kn djus esa ljy gksA
os ,slh oLrqvksa dks iwNus esa ldqpkrs gSaA czkaM uke ,slk gksuk pkfg, ftldk ljyrk ls mPpkj.k fd;k tk ldsA
(2)
(3)
Lej.kh;
og NksVk gks
S &NksVk O;kikfjd uke mPpkj.k vkSj ;kn djus esa ljy gksrk gSA og cM+s vkdkj ls de txg
(Memorable)
(Small)
esa fy[kk tk ldrk gSA tSls VkVk] fcUuh] lQZ] MsV vkfnA
(4) lgh ,oa lwpukçn (True and Suggestive)&xzkgd dks ¼oLrq ds ckjs esa½ lgh lwpuk nsuh pkfg,A gj le; xzkgd
O;kikfjd uke ns[krk gS] mls lqurk gS vkSj dqN lhek rd mlds fnekx esa mlds ckjs esa ,d vankt te tkrk gSA
bl vankt dk oLrq ds lkFk lgh la;ksx gksuk pkfg,] tSls dkQh ds fy, ÞuSLdSQsAß
1
A brand may be defined as any letter, word, name, symbol or device or any combination there of which is adopted and used by a
manufacturer or merchant to identify his goods and services, and to distinguish them from these manufactured, sold or, in the case
of services, performed by others.”
–Marketing Definitions: A Glossary of Marketing Terms: American Marketing Association, p.9
mRikn igpku 137

(5) iathÑr (Registered)&;g dkuwuh rkSj ls lqjf{kr gksuk pkfg,A dksbZ tkfrxr uke] HkkSxksfyd] ,sfrgkfld ;k vU;
dksbZ uke tks lkekU; yksxksa }kjk lkekU; vFkZ esa ç;ksx esa yk;k tkrk gS] blesa mi;ksx ugha gksuk pkfg,A tSls ,sfLçu]
dksyk] VªkaftLVj] rktegy vkfnA fuekZrkvksa }kjk vf/kd #fpdj uke dk fuekZ.k fd;k tkrk gS tSls lQZ] uSLdSQs]
vewy] cksul vkfnA
;gka ij O;kikfjd fpUg ds led{k dqN 'kCnksa dh O;k[;k djuk mfpr gksxkA tc dHkh O;kikfjd fpUg mfpr :i ls
oS/kkfud vf/kdkjh ls iathÑr gksrk gSa rc og VªsMekdZ uke ls tkuk tkrk gSA bl çdkj VªsMekdZ 'kCn O;kikfjd 'kCn
gSA ;g mRikn dk O;kikfjd uke gSA tc oS/kkfud 'kCnkoyh esa mi;ksx fd;k tkrk gS rc VªsMekdZ cu tkrk gSA
lkj.kh 8.1
dqN lQy o tkus igpkus Hkkjrh; czkaM (Successful Indian Brands)

mRikn oxZ lQy Hkkjrh; czkaM

(Product Category) (Successful Indian Brands)

1. lkcqu yhfjy] yDl] geke] jsDlksukA

2. LVhy QuhZpj xksnjstA

m
3. nar eatu o isLV dksyxsV] fcukdk] QksjgUl] Mkcj nar eatu] ctkt nar eatuA
ouLifr rsy MkyMk] jFk] iksLVeSu] e/kqjeA

o
4.

5. twrs dh ikfy'k pSjh] Cyksle] fdohA

.c
6. Øhe iksUMl] vQxku LuksaA

a
7. eD[ku vewy] iksyluA
8. twrs ckVk] ¶ysDlA
9. jsfM;ks
m
fQfyIl] ejQh] cq'k] us'kuyA

a
10. pk; czqd ck.M] fyIVu] rktegy] jsM ysfcyA

n
11. VkbZ tksfM;kdA
VkbijkbVj xksMjst] jsfeUxVu] QSflV] tsdsA

y
12.

13. Vk;j Muyi] ,e-vkj-,Q-] ,iksyks] ts-dsA

14. Vsfyfotu
d osLVu] viVªksu] vksfuMk] jhdks] csyVsd] Mk;uksjkA
15. 'khry is;
u fyEek xksYMLikWV] Mcy lsou] FkEl vi] isIlh dksykA
16.
t
diM+s /kksus ds ikmMj lQZ] fujekA
17.

18.
S
LdwVj
fcLdqV
ctkt] jktnwr] fot; lqij] osLikA
ikysZ Xywdkst] ØSdtSd] fczVkfu;k] Mkfyek] eaxkjkeA
19. Mcy jksVh eksMZu] fczVkfu;kA
20. cSVjh thi] rksf'kck] vkuUn] uksfouks] ,ojsMhA
21. lkbfdy ghjks] ch-,l-,-A
22. ?kfM+;ka ,p-,e-Vh- DokVZt] tSdksA
23. isu foylu] dsefyu] yDlj] LokuA
24. diM+s eQryky] fcUuh dsfydks] cksEcs Mkbax] Mh-lh-,e- foey] osjsyh]
Xokfy;j] js;u] HkhyokM+k] ,u-Vh-lh-A
138 foi.ku ds fl)kUr

O;kikfjd fpUg
(Trade Mark)
O;kikfjd uke vkSj VªsM ekdZ dk lkekU;rk ,d nwljs ds i;kZ;okph ds :i esa mi;ksx fd;k tkrk gSA ;|fi buesa ekewyh
lk varj gSA VªsM ekdZ dk vFkZ dqN foLr`r :i esa mi;ksx fd;k tkrk gSA tks oLrq ds çdkj dks crkrk gSA ;g ,d fuekZrk
}kjk mRikfnr ,d çdkj dh fo'ks"k en dks crkrk gSA
VªsM ekdZ fdlh uke dks fof'k"V <ax ls fy[kus ls Hkh cu tkrk gS] tSls ckVk bf.M;k fyfeVsM ;k ckVk ;k ch-,l-lh- dk
fpUgA lk/kkj.kr;k czk.M o VsªMekdZ eas dksbZ varj ugha ekuk tkrk gS ysfdu okLro esa nksuksa esa varj gSa nksuksa ds vFkZ fHkUu gSaA
vejhdu ekdsZfVax ,lksfl,'ku ds er esa ÞVªsMekdZ ,d czk.M gS ftldks oS/kkfud laj{k.k ns fn;k x;k gS D;ksafd bldks
dkuwu ds vUrxZr dsoy ,dek=k foØsrk }kjk gh viuk;k tk ldrk gSAß2
dkiys.M ds fopkj esa ÞVªsMekdZ dks fdlh ladsr] fpUg çrhd] v{kj ;k v{kjksa ls ifjHkkf"kr fd;k tk ldrk gS tks fdlh
oLrq ds mn~xe ;k LokfeRo dks crykrs gSa rFkk oLrq dks mldh DokfyVh ls fHkUu djrs gSa vkSj leku mís'; gsrq muds ç;ksx
dk vU; dks leku vf/kdkj çnku ugha djrs gSaAß
LVk.Vu ds 'kCnksa esa ÞlHkh VªsMekdZ czk.M gSa vkSj bl çdkj buesa os 'kCn ys[k ;k vad 'kkfey gSa ftudk mPpkj.k gks ldrk
gSA blesa rLohj dk fMtkbu Hkh 'kkfey gSA
m
o
Hkkjr esa VªsMekdZ ds jftLVªs'ku ds fy, O;kikj ,oa mRikn fpUg vf/kfu;e 1958 (The Trade and Merchandise Marks

.c
Act, 1958) gS ftlds varxZr jftLVªs'ku gks tkus ij ml fpUg] uke] 'kCn ;k fMtkbu ds ç;ksx dk ,dek=k vf/kdkj
jftLVªs'ku djkus okyh laLFkk dks fey tkrk gSA Hkkjr esa bl lqfo/kk dk ç;ksx cgqr lh laLFkk,a djrh gSa] tSls nokbZ cukus

a
okyh daiuh lkjkHkkbZ dsfedYl dks SQUIBB vkxQkxsoVZ bf.M;k fyfeVsM AGFA tks QksVks [khapus okys dSejksa dks cukrh
gS] vk;qosan lsokJe fyfeVsM] mn;iqj }kjk fufeZr xk; Nki dkyk nar eatuA

m
mi;qZDr fooj.k ls ge bl fu"d"kZ ij vkrs gSa fd czkaM eas fuEu fo'ks"krk,a ikbZ tkrh gSa%
(i)
a
czkaM ,d uke] 'kCn] fpUg o fMtkbu gSA (ii) bldk mís'; ,d foØsrk ;k laLFkk dh oLrqvksa dks igpkuuk rFkk çfr;ksxh

n
oLrqvksa ls fHkUurk mRiUu djuk gSA (iii) lHkh czkaM VªsMekdZ ugha gSa ysfdu lHkh VsªMekdZ czkaM ekus tkrs gSaA (iv) czkaM dk

y
{ks=k lhfer gS tcfd VsªMekdZ dk {ks=k foLr`r gSA
czk.M ¼ekdkZ½ ,oa O;kikj fpUg esa vUrj
d
(Difference between Brand and Trade Mark)
Øe- l- vkèkkj
u czk.M O;kikj fpUg
(S. No.) (Basis)
t (Brand) (Trade Mark)

S
1. iath;u (Registration) czk.M dk iath;u djkuk vko';d ugha gSA O;kikj fpUg dk iath;u djkuk vfuok;Z gSA
2. dkuwuh laj{k.k (Legal Protection) czk.M dh udy vU; izfrLifèkZ;ksa }kjk dh O;kikj fpUg dh udy djus okys izfrLifèkZ;kas
tk ldrh gS vkSj muds fo#) dk;Zokgh ds fo#) dkuwuh dk;Zokgh djds gtkZuk
Hkh ugha dh tk ldrh gSA olwy fd;k tk ldrk gSA
3. {ks=k (Scope) czk.M dk {ks=k lhfer gSA O;kikj fpUg dk {ks=k foLr`r gSA
4. igpku (Identification) czk.M ls mRikn ds xq.kksa dh igpku tcfd O;kikj fpUg ls O;kolkf;d miØe
gksrh gSA dh igpku gksrh gSA
5. izÑfr (Nature) lHkh czk.M O;kikj fpUg ugha gksrsA lHkh O;kikj fpUg czk.M gksrs gSaA

2
“A brand which is given legal protection because under the law it has been appropriated exclusively by one seller”
– American Marketing Association
mRikn igpku 139

czk.M ijh{k.k
(Brand Testing)
tks fuekZrk ,oa foØsrk czk.M dk ç;ksx djuk pkgrs gSa os mldks dke esa ykus ls iwoZ bl ckr dk irk yxkuk pkgrs gSa
fd czk.M lHkh çdkj ls mi;qDr gS vFkok ughaA bl dk;Z ds fy, czk.M ¼uke ;k fpUg½ dk ijh{k.k djrs gSaA bl ijh{k.k
esa fuEu ikap <ax viuk;s tkrs gSa&
(1) Lej.k ijh{k.k (Memory Test)&ijh{k.k ds bl <ax eas mifLFkr tuleqnk; ls vfHk#fp O;Dr djus dks dgk tkrk
gS vkSj ftl uke dks vf/kd O;fDr;ksa }kjk çFke ojh;rk (first preference) nh tkrh gS mlh uke dks czk.M ds fy,
pqu fy;k tkrk gSA
(2) ojh;rk ijh{k.k (Preference Test)&ijh{k.k ds bl <ax esa mifLFkr tuleqnk; ls vfHk#fp O;Dr djus dks dgk
tkrk gS vkSj ftl uke dks vf/kd O;fDr;ksa }kjk çFke ojh;rk (first preference) nh tkrh gS mlh uke dks czk.M
ds fy, pqu fy;k tkrk gSA
(3) vf/kxe ijh{k.k (Learning Test)&bl rjhds ls fofHkUu ukeksa ds mPpkj.k o vklkuh ls fy[kus dks ekik (measure)
tkrk gSA ftl uke dks lcls vf/kd O;fDr;ksa }kjk lgh o vklkuh ls mPpkfjr fd;k tkrk gS ogh uke czk.M ds
fy, pqu fy;k tkrk gSA
m
(4) lekxe ijh{k.k (Association Test)&bleas czk.M ukeksa dks mifLFkr tu&leqnk; dks i<+dj lquk fn;k tkrk gS

o
;k dkMZ ij fy[kdj fn[kk fn;k tkrk gS vkSj ckn esa mlds efLr"d esa tks uke igys vkrk gS mldks fy[kus ds

.c
fy, dgk tkrk gSA
(5) vuks[kk ijh{k.k (Uniqueness Test)&bl ijh{k.k esa mifLFkr tuleqnk; dks vius çLrkfor czk.M uke crk;s tkrs

a
gSa vkSj muls ;g çkFkZuk dh tkrh gS fd os bu çLrkfor ukeksa ls feyrs&tqyrs vU; czk.M ukeksa dks fy[ksaA blls
fuekZrk dks ;g irk yx tkrk gS fd mldh çLrkfor czk.M fdk czk.M ls ¼tks igys ls cktkj esa gS½ Confuse dj
m
ldrh gS vkSj bl çdkj bl ijh{k.k ds vk/kkj ij mfpr fu.kZ; fy;k tk ldrk gSA

a
,d fuekZrk czk.M uke r; djrs le; mi;qZDr <axksa esa ls fdUgha Hkh <axksa dks viuk ldrk gSA ;g mlds lk/ku o

n
lqfo/kk ij fuHkZj gSA dHkh&dHkh ,d <ax u viukdj dbZ <axksa dks viuk;k tkrk gS vkSj tks fu"d"kZ loksZÙke le>s tkrs
gSa mUgsa czk.M ds fy, pqu fy;k tkrk gSA
y
czk.M ds ykHk ;k czk.M dk egRo
d
(Advantages or Importance of Branding)
u leqnk;ksa dks ykHk gksrk gSA bUgha ykHkksa dks czk.M ds egRo ds :i esa Hkh çnf'kZr fd;k
t
czk.M ekdZ ç;ksx esa ykus ls fofHkUu
tk ldrk gSA dqN fo}ku bu ykHkksa dks czk.M ç;ksx ds dkj.k Hkh dgrs gSaA bu ykHkksa dk v/;;u rhu enksa ds

(I)
S
vk/kkj ij dj ldrs gSa& mRikndksa dks ykHk]
mRikndksa dks ykHk
(I) (II)e/;LFkksa dks ykHk] (III) miHkksDrkvksa dks ykHkA

(Advantages to Producers)
(1) eqY; fu;U=k.k (Price Control)&,d fuekZrk czk.M fuf'pr djus ds lkFk&lkFk ml czk.M dk ewY; Hkh fuf'pr dj
nsrk gS ftl ij ml oLrq dks miHkksDrkvksa dks ¼e/;LFkksa ,oa foØ;drkZvksa }kjk½ cspk tkrk gSA bldk vFkZ ;g gqvk
fd e/;LFk ;k foØ;drkZ ewY;ksa esa euekuh ugha dj ldrs gSa vkSj bl çdkj ;g fuekZrk viuh oLrq ds foØ; ewY;
ij fu;U=k.k dj ldrk gSA
(2) cktkj fu;U=k.k (Market control)&czk.M fuf'pr gksus ls cktkj ij fu;U=k.k fd;k tk ldrk gS vFkkZr~
fuekZrk ftu cktkjksa esa oLrq dks cspuk pkgrk gS mUgha cktkjksa esa mldks csp ldrk gS] 'ks"k esa ughaA ;fn mldh oLrq
140 foi.ku ds fl)kUr

ij dksbZ czk.M ugha gS rks oLrq dks e/;LFkksa }kjk dgha Hkh cspk tk ldrk gS ftldk irk mldks ugha yx ldrk
gSA
(3) foØ; esa lgk;rk dks çksRlkgu (Help in Sales)&;fn xzkgd czk.M okyh oLrq ls lUrq"V gS rks mlh oLrq dks iqu%
[kjhnsxkA ,slk gksus ls iqu% foØ; dks çksRlkgu feyrk gSA ;fn oLrq czk.M okyh ugha gS rks nqdkunkj ml oLrq ds
lekIr gksus ij ;k mldh nqdku ij u gksus ds dkj.k nwljh oLrq mlls vPNh crkdj ns ldrk gS vkSj bl çdkj
igyh oLrq ds lkFk vU;k; dj ldrk gSA
(4) çfr;ksfxrk ls cpkuk (Saves from Competition)&czk.M okyh oLrqvksa ds Øsrkvksa esa czk.M ds çfr oQknkjh iSnk
gks tkrh gS ftlls os mlh czk.M dh oLrq dks Ø; djrs gSaA mudh ;g vknr fuekZrk dks çfr;ksfxrk ls cpkrh gSA
(5) e/;LFkksa dh vklkuh ls miyC/krk (Easy availabilty of middlemen)&czk.M okyh oLrq dks cspus ds fy, e/;LFk
vklkuh ls fey tkrs gSaA lkFk gh vPNh czk.M okyh oLrq dks cspus ds fy, bu e/;LFkksa dks ikfjJfed Hkh de nsuk
iM+rk gSA
(6) foKkiu O;;ksa esa ferO;;rk (Economy in promotional expenses)&czk.M okyh oLrqvksa ds lEcU/k eas foKkiu]
vkfn djus esa O;; de gh gksrs gSa D;ksafd czk.M ds uke ls gh dke py tkrk gS lkFk gh ,sls foKkiu de LFkku
?ksjrs gSaA
(7)
m
vU; ykHk (Other advantage)&czk.M ls ,d fuekZrk dks mi;qZDr ykHkksa ds vfrfjDr ¼v½ oLrq igpku dk ykHk]

o
¼c½ czk.M dk iathdj.k gksus ls udy u gksus ds ykHk Hkh fey tkrs gSaA
(II) e/;LFkksa dks ykHk
(Advantages to Middlemen)
. c
a
czk.M fpUg viukus ls e/;LFkksa dks le>us esa vklkuh] de tksf[ke] çorZu dh vko';drk u gksuk] ,oa lk[k o`f) ds ykHk
feyrs gSaA
(1) xzkgdksa dks le>kus esa vklkuh m
(Easiness in consumers’ understanding) &czk.M fuf'pr gksus ls e/;LFkksa dks

agSa rks vPNs [;kfr çkIr fuekZrk dh oLrq ds fy, mldks FkksM+s
vius xzkgdksa dks le>kus esa vklkuh jgrh gSA lk/kkj.kr;k ;g ns[kk tkrk gS fd xzkgd Lo;a gh ml oLrq dks ekaxrs
gq, vkrs gSaA ;fn os oLrq dks ekaxrs gq, ugha Hkh vkrs
le; esa gh le>kdj lUrq"V fd;k tk ldrk n gSA
(2) de tksf[ke (Less risk)
y
&czk.M okyh oLrqvksa ds ewY; esa ?kVk&c<+h cgqr gh de gksrh gS vr% e/;LFkksa dks ewY;

lao)Zu dh vko';drk u gksd

dh ?kVk&c<+h lEcU/kh tksf[ke Hkh de jgrk gSA

u
(3) uk(Less need for promotion) &czk.M okyh oLrqvksa ds fy, e/;LFkksa }kjk lao)Zu
O;; djus dh vko';drk ugha jgrh gS D;ksafd czk.M okyh oLrqvksa dk foKkiu ,oa lao)Zu dk;Z rks Lo;a fuekZrk
}kjk gh fd;k tkrk t gS vkSj ,sls foKkiuksa esa ml e/;LFk dk uke Hkh fn;k jgrk gSA dHkh&dHkh e/;LFk Hkh lao)Zu

(4)
S
O;; dj nsrk gS ysfdu mlds O;;ksa dh {kfriwfrZ ml oLrq ds fuekZ.k }kjk dj nh tkrh gSA
lk[k esa o`f) (Increase in goodwill) &tks e/;LFk vPNs [;fr çkIr fuekZrkvksa dh czk.M okyh oLrqvksa dks csprs
gSa mudh lk[k cktkj esa c<+ tkrh gSA
(II) miHkksDrkvksa dks ykHk
(Advantages to Consumers)
oLrqvksa ij czk.M fpUg gksus ds dkj.k miHkksDrkvksa dks DokfyVh fLFkjrk] ewY; fLFkjrk] xkj.Vh] lqxe igpku ,oa vPNs
iSdsftax ds ykHk feyrs gSaA
(1) DokfyVh esa fLFkjrk (Stability in quality)&czk.M okyh oLrqvksa dhs DokfyVh fLFkj jgrh gSA mlesa lkekU;rk
fxjkoV ugha vkrh gSA ;fn lEHko gksrk gS rks mlesa lq/kkj gh fd;k tkrk gSA ,slk gksus ls miHkksDrk dks vPNh DokfyVh
dh oLrq feyrh gSA
mRikn igpku 141

(2) ewY; fLFkjrk (Fixed price)&czk.M okyh oLrqvksa ds ewY; fuekZrk }kjk fuf'pr fd;s tkrs gSa vkSj mu ewY;ksa esa fuekZrk
}kjk ifjorZu cgqr gh de fd;k tkrk gSA e/;LFkksa dks ewY;ksa eas ifjorZu djus dk vf/kdkj ugha gksrk gSA bldk
ifj.kke ;g gksrk gS fd ewY;ksa dks okil djus dk vk'oklu fn;k tkrk gSA ,slk gksus ls miHkksDrkvksa dks oLrq vPNh
DokfyVh dh feyrh gSA ;g xkj.Vh chek dk dke djrh gSA
(3) xkj.Vh (Guarantee)&lkekU;rk czk.M okyh oLrqvksa dh mudh mi;ksfxrk ds ckjs esa xkj.Vh Hkh nh tkrh gS fd ;fn
oLrq esa dfFkr mi;ksfxrk,a u gksa rks oLrq dks cnyus ;k mldk ewY; okil djus dk vk'oklu fn;k tkrk gSA ,slk
gksus ls miHkksDrkvksa dks oLrq vPNh DokfyVh dh feyrh gSA ;g xkj.Vh chek dk dke djrh gSA
(4) lqxe igpku (Easy identification)&czk.M okyh oLrq dks vklkuh ls igpkuk tk ldrk gS vkSj nqckjk Ø; djus
esa lqfo/kk jgrh gSA ;fn oLrq czk.M okyh ugha gksrh gS rks mlds ns[kus ,oa mlds ckjs esa lkspus esa le; yx ldrk
gSA
(5) vPNk iSdsftax (Good packaging)&lk/kkj.kr;k ;g ik;k tkrk gS fd vPNs czk.M dh oLrqvksa dk iSdsftax Hkh vPNk
gksrk gS ftlls oLrq lqjf{kr jgrh gSA ;fn oLrq ç;ksx ls cp tkrh gS rks mldks mlh iSdftax esa dkQh yEcs dky
rd j[kk tk ldrk gSA

D;k czk.M lkekftd n`f"Vdks.k ls mfpr gS\

(Is Branding Socially Desirable?)
m
o
D;k czk.M dk mi;ksx lkekftd n`f"V ls mfpr gS\ ;g ,d ,slk ç'u gS ftldk dksbZ ,d mÙkj ugha gks ldrkA

.c
dqN fo}kuksa dh n`f"V esa bldk mi;ksx loZFkk mfpr gS D;ksafd (1) miHkksDrk dk pquko djus esa vklkuh jgrh gSA
(2) e/;LFkksa }kjk ewY; o`f) ugah dh tk ldrh gSA (3) buds }kjk /kks[ksckth dh lEHkkouk,a Hkh de gks tkrh gSA (4)

a
QqVdj ewY; lk/kkj.k fLFkj jgrs gSaA (5) fuekZrk dks Hkh viuh oLrq dh DokfyVh esa fLFkjrk j[kuh iM+rh gS ftlls miHkksDrk
dks DokfyVh&oLrq feyrh jgh gSA

m
ysfdu dqN fo}ku czk.M ds ç;ksx dks lkekftd n`f"V ls mfpr ugha ekurs gSa vkSj muds }kjk ;g rdZ çLrqr fd;s

a
tkrs gS fd (1) czk.M miHkksDrk dks foosdghu (irrational) cuk nsrk gS vkSj vPNh oLrq miyC/k gksus ij Hkh og vPNh oLrq

n
dk mi;ksx ugha dj ikrk gSA (2) blls mldks vius /ku dk mfpr çfrQy ugha fey ikrk gS vkSj mldks oLrq dh DokfyVh
dh rqyuk esa vf/kd ewY; nsuk iM+rk gSA (3) tc fuekZrk ;k foØsrk }kjk ,d czk.M ds fo"k; eas çflf) çkIr dj yh tkrh
y
gS rks og mldh DokfyVh dh vksj vf/kd /;ku ugha nsrk gSA (4) Hkfo"; esa mlds }kjk ewY; o`f) dj vf/kd ykHk dekus
dk ç;Ru fd;k tkrk gSA
d
u
dqN Hkh D;ksa u gks ysfdu ;g rks mfpr gh gS fd ;fn czk.M ds fo"k; ij dqN dkuwuh çfrcU/k yxk fn;s tk;sa ;k miHkksDrk

t
vojks/k gks rks mldk mi;ksx lkekftd n`f"Vdks.k ls Hkh okaNuh; gS D;ksafd blls lekt dks ykHk vo'; gh feyrk gSA

S
czk.M fuf'pr djus dk <ax
(Methods of Branding)
czk.M fuf'pr djus ds dbZ rjhds gSa] ysfdu eq[; gSaµ1. fuekZrk ds uke ij] 2. fo'ks"k uke] (3) fo'ks"k fpºuA
1. fuekZrk ds uke ij (On the name of the manufacturer)µcgqr&ls fuekZrk viuh oLrq dk czk.M vius uke
ij fuf'pr dj ysrs gSaA blds cgqr&ls mnkgj.k Hkkjr esa feyrs gsa( tSls] ,d twrs ,oa pIiy cukus okyh dEiuh
dh lHkh oLrq,a ^ckVk* ds uke ls izpfyr gSaA bl izdkj ;g ckVk dEiuh dh czk.M gSA
2. fo'ks"k uke (Special Name)µdHkh&dHkh fuekZrk vius uke dks czk.M ds fy, ugha pqurs cfYd vius ls fHkUu uke
pqu ysrs gSa( tSls t; bUthfu;fjax oDlZ fyfeVsM] dydÙkk }kjk fufeZr fctyh ds ia[ks vkSj flykbZ dh e'khusa] okVj
dwyj] izs'kj dqdj vkfn ^Å"kk* ds uke ls izpfyr gSaA
142 foi.ku ds fl)kUr

3. fo'ks"k fpºu (Special Mark)µdqN fuekZrk viuh mRiknksa ds czk.M ds fy, fdlh fo'ks"k fpUg dks pqu ysrs gSa]
tSlsµ[ktwj ekdkZ ?kh] jFk ekdkZ ?kh] e'kky ekdkZ ljlksa dk rsy vkfnA

czk.M dk oxhZdj.k vFkok czk.M ds izdkj

(Classification of Brands or Types of Brands)
czk.M dk oxhZdj.k fofHkUu vkèkkjksa ij fd;k tk ldrk gS ysfdu eq[; vkèkkj fuEu gSa %µ
↓
↓ ↓ ↓ ↓
v- LokfeRo ds vkèkkj ij c- cktkj {ks=k ds vkèkkj ij l- oLrqvksa dh la[;k ds vkèkkj ij n- iz;ksx ds vkèkkj ij
(Ownership Basis) (Market Area Basis) (Number of Products) (Use Basis)
↓ ↓ ↓ ↓
1. fuekZrk dk czk.M 1. LFkkuh; czk.M 1. ikfjokfjd czk.M 1. yM+us okyh czk.M
2. eè;LFkksa dk czk.M 2. izkUrh; czk.M 2. O;fDrxr czk.M 2. izfr;ksxh czk.M
3. {ks=kh; czk.M
4. jk"Vªh; czk.M

m
I. LokfeRo ds vkèkkj ij (On the basis of Ownership)µLokfeRo ds vkèkkj ij czk.M dks fuEu Hkkxksa esa ckaVk tk
ldrk gSµ
o
fuekZrk dk czk.M (Manufacturer’s brand)µfuekZrk }kjk iz;ksx fd;k tkus okyk czk.M fuekZrk czk.M dgykrk

.c
1.
gS] tSls] fQfyIl dEiuh }kjk fufeZr jsfM;ks] cYc] VªkaftLVj] vkfn ij Philips dh Nki yxh jgrh gSA ,-
lh- lh- dEiuh }kjk fufeZr lhes.V ij A.C.C. dh Nki yxk;h tkrh gSA
2. a
eè;LFkksa dk czk.M (Middlemen’s brand)µtc fuekZrk vius mRiknuksa ij fdlh izdkj dh Nki ;k eqgj dk

m
iz;ksx ugha djrk gS rks cM+s&cM+s Fkksd O;kikjh ;k QqVdj O;kikjh mu mRiknuksa ij viuh czk.M dh eqgj

a
;k Nki yxkdj csprs gSa rks bl izdkj dh czk.M dks eè;LFk czk.M dgrs gSaA

µog n
II. cktkj {ks=k ds vkèkkj ij (On the basis of Market Area)µ

y
i. LFkkuh; czk.M (Local Brand) czk.M ftldk iz;ksx LFkkuh; cktkj ds fy, fd;k tkrk gS LFkkuh; czk.M
dgrs gSaA
ii. d
izkUrh; czk.M (Provincial Brand)µog czk.M tks ,d jkT; fo'ks"k esa gh izpfyr gS mldk izkUrh; ;k jkT;
u
czk.M (State brand) dgrs gSaA
iii. t
{ks=kh; czk.M (Regional Brand)µtc ,d fuekZrk jk"Vª dks vius foØ; ds fy, dbZ {ks=kksa esa ckaV ysrh gS vkSj

iv.
S
izR;sd {ks=k esa u;h&u;h czk.Mksa dk iz;ksx djrk gS rks mldh bu czk.Mksa dks {ks=kh; czk.M dgrs gSaA
jk"Vªh; czk.M (National Brand)µ;g czk.M fuekZrk czk.M Hkh dgykrh gSA tc ,d fuekZrk lEiw.kZ ns'k ds fy,
dsoy ,d gh czk.M dk iz;ksx djrk gS rks mldh ,d czk.M jk"Vªh; dgykrh gSA
v. vUrjkZ"Vªh; czk.M (International Brand)µtc dksbZ fuekZrk vUrjkZ"Vªh; O;kikj ds fy, viuh mRikn dk ,d
gh czk.M iz;ksx djrk gS rks bls vUrjkZ"Vªh; czk.M dgrs gSA
III. mRiknksa dh la[;k ds vkèkkj ij (On the basis of Number of Products)µla[;k ds vkèkkj ij rhu Hkkxksa esa
ckaVk tk ldrk gSµ
1. ikfjOkkfjd czk.M (Family Brand)µtc dksbZ O;kolkf;d miØe vius lHkh izdkj ds mRiknksa ds fy, ,d
gh czk.M dk iz;ksx djrk gS rks mls ikfjokfjd czk.M dgrs gSa] mnkgj.k ds fy, ctkt xqzi ds }kjk vius
mRikn igpku 143

lHkh mRiknksa tSlsµcYc] V~;wcykbV] vk;ju] VksLVj] LdwVj vkfn ds fy, ctkt 'kCn dk iz;ksx fd;k tkrk
gSA ikfjokfjd czk.M dks lewgxr czk.M (Blanket Or Umbrella Brand) Hkh dgrs gSaA
2. O;fDrxr czk.M (Individual Brand)µtc dksbZ O;kolkf;d miØe vius lHkh mRiknksa ds fy, fHkUu&fHkUu
czk.M dk iz;ksx djrk gS rks bls O;fDrxr czk.M dgrs gSaA mnkgj.k ds fy,] fgUnqLrku yhoj fyfeVsM ds
}kjk vius fofHkUu izdkj ds ugkus ds lkcquksa ds fy, ykbQckW;] yDl] jsDlksuk] vkfn czk.Mksa dk iz;ksx fd;k
tkrk gSA
3. mRikn iafDr czk.M (Product Line Brand)µtc dksbZ O;kolkf;d miØe fHkUu&fHkUu izdkj dh mRikn
iafDr;ksa ds fy, fHkUu&fHkUu izdkj ds czk.Mksa dk iz;ksx djrk gS rks bls mRikn iafDr czk.M dgrs gSa tSlsµouLifr
?kh dh mRikn iafDr ds fy, MkyMk] fMVjtsUV ikmMj dh mRikn iafDr ds fy, lqij lQZ vkfnA
IV. iz;ksx ds vkèkkj ij (According to Use)µiz;ksx ds vkèkkj ij czk.Mksa dks nks izdkj ls oxhZÑr fd;k tk ldrk gSµ
1. yM+us okyk czk.M (Fighting Brand)µtc cktkj esa izfrLièkkZ vfèkd gksrh gS rks fuekZrk de ewY; dh mRikn
ls cktkj esa izLrqr djrs gSaA ,sls mRikn ds czk.M dks gh yM+us okyk czk.M dgrs gSaA mnkgj.k ds fy, vkbZ-
Vh- lh- fyfeVsM us gky gh esa flxjsV ds uke fQYVj fdaXl czk.M dks cktkj esa yM+us okyk czk.M ds :i

m
esa izLrqr fd;k gSA

o
2. izfr;ksxh czk.M (Competitive Brand)µtc fofHkUu fuekZrkvksa dh mRiknksa ds vkdkj&izdkj xq.k ,oa ewY; vkfn
esa dksbZ fo'ks"k vUrj ugha gksrk rks fofHkUu fuekZrkvksa dh bl izdkj dh mRiknksa ds czk.M dks izfr;ksxh czk.M

.c
dgrs gSaA mnkgj.k ds fy,] diM+s èkksus ds lkcquksa eas tSlsµeksnh lkcqu] 555 lkcqu] vkfnA

a
czk.M uhfr;ka vkSj jhfr&uhfr;ka
(Brand Policies and Strategies)

m
czk.M uhfr;ksa vkSj jhfr&uhfr;ksa dks fuEu rhu 'kh"kZdksa ds vUrxZr oxhZÑr fd;k tk ldrk gSµ
I.
a
fuekZrkvksa }kjk viukbZ tkus okyh czk.M uhfr;ka ,oa jhfr&uhfr;ka]
II.
n
eè;LFkksa }kjk viukbZ tkus okys czk.M uhfr;ka ,oa jhfr&uhfr;ka] rFkk
III. vU; czk.M uhfr;ka ,oa jhfr&uhfr;kaA
y
I.
d
fuekZrkvksa }kjk viukbZ tkus okyh czk.M uhfr;ka ,oa jhfr&uhfr;ka (Brand Policies and Strategies

u
adopted by the Manufacturers)µbuesa fuEufyf[kr czk.M uhfr;ka ,oa jhfr&uhfr;ksa dks lfEefyr fd;k tkrk
gSµ
t
fuekZrk }kjk vius czk.M ds vUrxZr foi.ku djuk (Marketing under Manufacturer’s Own Brand)µbl
S
1.
jhfr&uhfr ds vUrxZr fuekZrk viuh mRiknksa dks vius czk.M ds uke ls csprs gSaA blds fy, osµi. O;fDrxr
czk.M (Individual Brand); ii. mRikn iafDr czk.M (Product Line Brand); iii. ikfjokfjd czk.M (Family Brand);
iv. LFkkuh; czk.M (Local Brand); v. jkT; czk.M (State Brand); vi. {ks=kh; czk.M (Provincial Brand); vii. jk"Vªh;
czk.M+ (National Brand); viii. vUrjkZ"Vªh; czk.M (International Brand); ix. yM+us okyk czk.M (Fighting
Brand); ,oa x. izfr;skxh czk.M (Competitive Brand) vkfn eas ls fdlh Hkh czk.M jhfr&uhfr dk p;u dj ldrs
gSaA
ykHkµczk.M dh bl jhfr&uhfr dks viukus lsµi. fuekZrk dh [;kfr eas o`f) gksrh gS( ii. mRiknksa ds foKkiu ,oa foØ;
lao)Zu dk;ZØeksa esa lqfoèkk jgrh gS( iii. mRiknksa ds ewY;ksa esa LFkkf;Ro cuk jgrk gS( iv. cktkj fu;U=k.k esa vklkuh
jgrh gS( ,oa v. mRikn feJ.k esa lgk;rk feyrh gSA
144 foi.ku ds fl)kUr

gkfuµbl jhfr&uhfr dk izeq[k nks"k ;g gS fd izk;% eè;LFk oxZ fuekZrk ds czk.M ds mRiknksa ds foØ; dks izksRlkfgr
ugha djrs gSaA nwljk oLrq lEcUèkh izpkj ,oa foKkiu dks cjkcj djrs jguk iM+rk gS rFkk DokfyVh Lrj dks Hkh cuk;s
j[kuk iM+rk gSA
2. eè;LFkksa ds czk.M ds vUrxZr foi.ku djuk (Marketing under Middlemen’s Brand)µbl jhfr&uhfr ds
vUrxZr fuekZrk viuh mRiknksa ds fy, fdlh czk.M dk iz;skx ugha djrk vFkkZr~ fuekZrk viuh mRiknksa dks
fcuk fdlh czk.M ds eè;LFkksa dks csp nsrs gSaA ,slh fLFkfr esa eè;LFk vius czk.M uke ds vUrxZr mRiknksa dks
csprs gSaA
ykHkµczk.M dh bl jhfr&uhfr dks viukus lsµi. fuekZrk dks viuh mRiknksa ds foi.ku ij viuk è;ku dsfUnzzr ugha
djuk iM+rk] ii. fuekZrk vius lEiw.kZ lkèkuksa dk iz;ksx Js"B mRiknu djus ds fy, dj ldrk gSA
gkfuµbl jhfr&uhfr dk izeq[k nks"k ;g gS fd blesa fuekZrk dks eè;LFkksa dh Ñik n`f"V ij fuHkZj jguk iM+rk gSA
;fn eè;LFkksa dks fdlh nwljs fuekZrk dh mRikn de ewY; ij fey tkrh gS rks os iqjkus fuekZrk dh mRikn ysuk cUn
dj nsrs gSa ftlls iqjkus fuekZrk dh fLFkfr vR;Ur n;uh; gks tkrh gSA
eè;LFkksa }kjk viuk;h tkus okyh czk.M uhfr;ka (Middlemen’s Brand Policies)µ,d eè;LFk ds }kjk fuEu
m
II.
czk.M uhfr;ksa eas ls fdlh dks pquk tk ldrk gS vkSj viuk;k tk ldrk gS %
1. o
dsoy fuekZrkvksa dh czk.M dk iz;ksx djuk (Use of Manufacturer’s brand only)µlkèkkj.kr;k vfèkdka'k

.c
eè;LFk blh uhfr dks viukrs gSaA bl uhfr esa ,d eè;LFk fuekZrkvksa ds czk.M dks gh csprk gS vkSj viuh
czk.M uhfr dks ugha viukrk gSA bldk vFkZ ;g gS fd og viuh czk.M uke ls fdlh dk oLrq dk foØ;
ugha djrk gSA
a
gksus ls ykHk esa o`f) gks tkrh gS] ;|fi ykHk dh nj cgqm
ykHkµfuekZrkvksa ds czk.M lqfo[;kr gksus ds dkj.k vfèkd vklkuh ls fcd tkrs gSa vkSj mudh vfèkd fcØh

gkfuµbl jhfr&uhfr dk izeq[k nks"k ;g gS fd a

r de gksrh gSA

fuekZrk ds czk.M ,oa eè;LFk ds n

blesa eè;LFkksa ds vius vfLrRo dk fodkl ugha gksrkA

y
2. czk.M dk lkFk&lkFk iz;ksx (Joint Use of manufacturer’s Brand and
Middlemen’s Brand) µbl jhfr&uhfr ds vUrxZr eè;LFk fuekZrkvksa ds czk.M ds mRiknksa ds lkFk&lkFk Lo;a
d
ds czk.M ds mRiknksa dks Hkh csprs gSaA
ykHkµbl jhfr&uhfr u dks viukus lsµ eè;LFkksa ds vius vfLrRo dk fodkl gksrk gS( pwafd eè;LFkksa ds vius
i. ii.
czk.M dh mRiknkst a ds ewY; de gksrs gSa vkSj mudh mRiknksa esa fuekZrk ds czk.M dh mRiknksa dh rqyuk esa fo'ks"k

S
vUrj Hkh ugha gksrs] bl dkj.k foosd'khy miHkksDrk eè;LFkksa ds czk.M dh vksj vkdf"kZr gksrs gSa] ,oa
eè;LFkksa dks ;g Mj Hkh jgrk fd fuekZrk }kjk mudks viuh mRikn u fn;s tkus dh fLFkfr eas os D;k djsa\
iii.blesa

gkfuµbl jhfr&uhfr dk izeq[k nks"k ;g gS fd izk;% fuekZrk ,sls eè;LFkksa dks ilUn ugha djrs D;ksafd bl
jhfr&uhfr ds vUrxZr fuekZrk ds czk.M dh mRiknksa dh fcØh de gksrh gSA
III. vU; czk.M uhfr;ka (Other Brand Policies)µoLrqvksa ds czk.M ds lEcUèk eas dqN vU; uhfr;ka Hkh gSa tks fuEu izdkj gSa%
1. cgqczk.M uhfr (Multiple Brand Policy)µ;g og uhfr gS ftlesa ,d leku oLrqvksa o fdLeksa ds fy,
vyx&vyx czk.Mksa dk mi;ksx fd;k tkrk gS ftlls fd fofHkUu cktkjksa dh fofHkUu foØ; vihyksa dks
lUrq"V fd;k tk ldsA ysfdu fo}kuksa dk dguk gS fd ;g uhfr foi.ku gsrq rks mi;qDr gS] ijUrq tksf[keiw.kZ
gSA
mRikn igpku 145

2. oLrq&js[kk czkf.Max uhfr (Product-line Branding Policy)µ;g uhfr mu laLFkkvksa }kjk viuk;h tkrh gS tks
dbZ oLrq&js[kk dh oLrq,a cukrh gSaA blesa os izR;sd js[kk ds fy, ,d oLrq&js[kk czkf.Max uhfr viukrh gSaA

iSdsftax dk vk'k; ,oa ifjHkk"kk

(Meaning and Definition of Packaging)
oLrq&fu;kstu oLrq dh mu fo'ks"krkvksa dks r; djrk gS ftuls fd miHkksDrkvksa dh vla[; bPNkvksa dks loksZÙke <ax ls
iwjk fd;k tk lds] oLrqvksa esa foØ; ;ksX;rk dks tksM+k tk lds vkSj mu fo'ks"krkvksa dks rS;kj oLrqvksa esa 'kkfey fd;k
tk ldsA iSdsftax oLrq (Product) dh mu fo'ks"krkvksa eas ls ,d gS tks r; djrk gS fd miHkksDrkvksa (Consumers) dh bPNkvksa
dks loksZre <ax ls dSls iwjk D;k tk ldrk gSA
iSdsftax oLrq&fu;kstu ls lEcfUèkr gS ;g oLrq ds lqjf{kr ,oa mi;ksx gsrq vkèkkuik=k (Containers) o yisVus (Wrapping)
ds leku cukus ,oa oLrqvksa dks ml vkèkkuik=k esa j[kus ;k yisVus ds inkFkks± esa cUn djus ls lEcfUèkr gSA
iSdsftax dh ifjHkk"kk
(Definition)
iSdsftax dk vFkZ fHkUu&fHkUu fo}kuksa us fHkUu&fHkUu izdkj ls yxk;k gSA bl lEcUèk esa dqN izeq[k ifjHkk"kk,a fuEu izdkj gSaµ
1. m
izks- fofy;e ts- LVk.Vu ds vuqlkj] ßiSdsftax dks oLrq&fu;kstu dh mu lkekU; fØ;kvksa ds lewg dh ifjHkkf"kr
o
fd;k tk ldrk gS ftlesa fdlh oLrq ds fy, yisVus ;k vkèkkui=k dk mRiknu djus vkSj mudk fMtkbu cukus

.c
ls lEcfUèkr gSaA**
izks- vkj- ,l- Mkoj ds 'kCnksa esa] ßiSadsftax og dyk vkSj@;k foKku gS tks ,d oLrq dks fdlh vkèkkui=k esa cUn
a
2.
djus ;k vkèkkuik=k dks oLrq ds laos"Bu ds mi;qDr cukus gsrq lkefxz;ksa] <axksa vkSj lkt&lTtk ds fodkl ,oa iz;ksx
ls lEcfUèkr gS ftlls oLrq forj.k dh fofHkUu voLFkkvksa ls xqtjrs le; iw.kZ :i ls lqjf{kr jgsA**
m
eSlu o jFk ds er esa] ßvkèkkuik=k o yisVus okys lkeku dk mi;ksx iSdsftax gS ftlesa ysfcy yxkuk o ltkuk
a
3.
Hkh 'kkfey gS ftlls oLrq lqjf{kr jgs] mldh fcØh djus esa lgk;rk feys rFkk ml oLrq dks miHkksDrk ds }kjk dke
esa ykus esa lqfoèkk jgsA**
n
fuekZ.k djuk Hkh vkrk gSA bu nksuksa ckrksa dsy
bu ifjHkk"kkvksa ls ;g ckr Li"V gks tkrh gS fd iSdsftax esa vkèkkuik=k o yisVus okys leku gh ugha vkrs cfYd mudk

d
vfrfjDr blesa ysfcy yxkuk] vkèkkuik=k dh fMtkbu cukuk o mudks ltkuk
Hkh 'kkfey gSA
iSdst ds y{k.k ;k fo'ks"krk,a u
t
(Characteristics of Package)
iSadsftax dh izeq[Sk fo'ks"krk,a fuEufyf[kr gSaµ
1. iSdsftax dk eq[; mís'; forj.k dh fofHkUu voLFkkvksa ds le; mRikn dks lqjf{kr igqapkuk gSA
2. iSfdax lkexzh ¼dUVsulZ ,oa jsilZ½ ds fuekZ.k rFkk fMtkbfuax rFkk mRiknksa ds iSfdax ls lEcfUèkr gSA
3. iSdsftax ds vUrxZr yscfyax ,oa czkafMx dh fØ;k,a Hkh 'kkfey gSaA
4. iSfdax] iSdsftax dk gh vax gSA
5. xzkgd ds eu esa mRikn ds izfr #fp mRiUu djuk gSA
6. xzkgd dk mRikn ls igpku djkrk gSA
146 foi.ku ds fl)kUr

iSdsftax fØ;k;sa ,oa uhfr;ka

(Packaging Activity and Policies)
^iSdsftax* ls vk'k; (Meaning of Packaging)&foi.ku ds {ks=k esa iSdsftax ,d u;k O;ogkj rFkk viwoZ lao)ZukRed
rduhd gSA3 fofy;e ts- LVsUVu ds 'kCnksa esa ÞiSdsftax dks mRikn fu;kstu dh fØ;kvksa ds ml lkekU; lewg ls ifjHkkf"kr
fd;k tkr ldrk gS ftlesa mRikn ds fy, dUVsuj vFkok jsij dk fuekZ.k ,oa vfHkdyu lfEefyr gksrk gSAß4 eslu ,oa
jFk ds 'kCnksa esa] ÞiSdsftax ls vk'k; vk/kkuik=k (Container) ,oa ykSVus okys (Wraper) lkeku ftlesa ysfcy yxkuk ,oa
ltkuk lfEefyr gS ds mi;ksx ls gS rkfd mRikn lqjf{kr jgs] mlds foØ; esa lgk;rk feys] vkSj mlds ç;ksx esa miHkksDrk
dks lqfo/kk jgsA5 Hkkjrh; fo}ku~ vkj-,l-Mkoj ds 'kCnksa esa ÞiSdsftax og dyk vkSj ;k foKku gS tks ,d mRikn dks fdlh
dUVsuj esa cUn djus ;k dUVsuj dks mRikn ds iSfdax ds mi;qDr cukus gsrq lkefxz;ksa] fof/k;ksa ,oa midj.kksa ds fodkl
rFkk mi;ksx ls lEcfU/kr gS rkfd forj.k dh fofHkUu voLFkkvksa ds nkSjku mRikn iw.kZr% lqjf{kr jgsAß6
mi;qZDr ifjHkk"kkvksa ls Li"V gS fd ÞiSdsftax ,d ,slh dyk ,oa foKku gS tks mRikn ds lqjf{kr forj.k ,oa miHkksx
gsrq mi;qDr dUVsulZ vkSj jsilZ cukus esa rFkk mRikn dks mu dUVsulZ esa cUn djus ls lEcU/k j[krk gSAß iSdsftax
dh çeq[k fo'ks"krk;sa bl çdkj gSa&

m
(1) iSdsftax ,d foKku gSA
(2) iSdsftax mRikn fu;kstu dh mu fØ;kvksa dk lewg gS tks iSfdax lkexzh vFkkZr~ dUVsulZ ,oa jsilZ ds fuekZ.k rFkk
fMtkbfuax vkSj oLrqvksa dh iSfdax ls lEcfU/kr gksrh gSA o
.c
(3) iSdftax ,oa iSfdax esa vUrj gksrk gSA iSfdax oLrqr% oLrqvksa dks dUVsulZ ,oa jsilZ esa cUn djuk gksrk gS tcfd iSdsftax
esa dUVsulZ ,oa jsilZ dk fuekZ.k rFkk mi;ksx lfEefyr gksrk gSA
a
(4) iSdsftax esa yscfyax ,oa czkafMax dh fØ;k,a Lor% gh lfEefyr gks tkrh gSa D;ksafd yscy iSdst ij yxk;k tkrk gS
rFkk czk.M çk;% yscy ij yxh gksrh gSA
m
(5) iSdsftax dk çeq[k mís'; forj.k dh fofHkUu voLFkkvksa ds nkSjku oLrq dks lqjf{kr igqapkuk vkSj xzkgdksa dks

a
mi;ksx&lqfo/kk;sa ,oa laj{k.k vk'oklu çnku djuk gksrk gSA
iSdsftax ds mís';
n
(Objectives of Packaging)
y
d
iSdsftax dk;ZØeksa dk ewyHkwr mís'; QeZ ds ykHkksa esa o`f) djuk] ykxrksa esa deh djuk 7 vkSj xzkgdksa dks oLrq laj{k.k ,oa
mi;ksx esa lqfo/kk;sa miyC/k djuk gksrk gSA iSdsftax ds çeq[k mís'; fuEukuqlkj gSaA68
u
1. miHkksDrk t:jrksa dks iwjk djuk&iSdsftax }kjk miHkksDrkvksa dh oLrq&laj{k.k ,oa mi;ksx&lqfo/kk lEcU/kh t:jrsa
t
iwjh dh tkrh gSaA miHkksDrk ,d LFkku ls nwljs LFkku ij oLrq dks lqfo/kkiwoZd ykuk&ys tkuk Hkh pkgrs gSaA mnkgj.k
S
ds fy, fidfud ij tkrs gq, miHkksDrk VªkfUtLVj ;k jsdkWMZ&Iys;j ys tkuk pkgsaxs] vFkok dSejk ys tkuk pkgsaxsA
mudh ;s t:jrs rHkh iwjh gks ldrh gSa] tcfd iSdsftax ifjogu ,oa mlds nkSjku VwV&QwV ls cpko djsA
2. dqy miHkksDrk&ekax esa o`f) djuk &foi.ku laLFkk dh n`f"V ls iSdsftax dk mís'; oLrq dh fcØh dks c<+kuk gksrk
gSA iSdsftax ds }kjk bl mís'; dh iwfrZ Hkyh çdkj dh tk ldrh gSA iSdftax mRikn&ifjp; nsrk gS rFkk mRikn

3
Cundiff, Still and Govoni op. cit., p. 268.
4
W.J. Stanton, op. cit., p. 228.
5
Mason and Rath, “Marketing and Distribution”, p. 286.
6
R.S. Daver, op. cit., p. 280.
7
W.J. Stanton, ot. cit., pp. 229-230.
8
Based on R.S. Daver, op. cit., p. 281.
mRikn igpku 147

ds Lej.k esa xzkgdksa dks lg;ksx djrk gSaA vusd laLFkkvksa dk Li"V dguk gS fd ge o"kks± ls dsoy iSdst&ifjorZu
gh dj lds gSaA9 iSdsftax foØ; lUns'k xzkgdksa rd igqapkrk gS vkSj mUgsa Ø; fu.kZ; ysus esa lg;ksx djrk gS ftlls
miHkksDrk&ekax c<+rh gSA10
3. fo|eku miHkksDrk ekax dk vuqdwy iqufoZrj.k djuk&iSdsftax dk vU; mís'; fdlh laLFkk ds mRikn dh fxjrh
gqbZ n'kk dks lq/kkjuk ,oa fo|eku ekax dks vius vuqdwy iqufoZrfjr djuk Hkh gksrk gSA bl mís'; dh iwfrZ gsrq u;s]
vkd"kZd ,oa iqu% ç;ksx&;ksX; iSdst11 dke esa fy;s tkrs gSaA
4. forj.k ds nkSjku oLrq laj{k.k ,oa ykxrksa esa deh djuk&mÙke iSdsftax mRiknu dsUæ ls miHkksDrk&dsUæksa rd
oLrq ds ifjogu esa oLrq dh iwjh lqj{kk djrk gS] mls /kwy] ikuh] ueh] dhM+ksa&edksM+ksa ,oa feykoV ls cpkrk gS vkSj
VwV&QwV ls mldk cpko djrk gS rkfd oLrq [kjkc ugha gksrh gS] Nhtu ugha gks ikrk gS vkSj cnyus ;k mldh dher
esa deh ugha djuh iM+rh gSA ;s cprsa forj.k ykxr esa deh dj nsrh gSaA
5. mRikn O;fDrRo dks vfHkO;Dr djuk&iSdsftax dk vU; egRoiw.kZ mís'; mRikn O;fDrRo dks vfHkO;Dr djuk gS
vkSj mRikn dh Nfo dks leqUur cukuk gSA ;g /;ku nsus ;ksX; ckr gS fd iSdsftax dk dk;Z mRikn ds O;fDrRo
dk fuekZ.k djuk ugha gSA ftl çdkj mÙke lkSUn;Z&çlk/ku ,d lqUnj yM+dh ds O;fDrRo dks fu[kkj nsrs gSa mlh
çdkj] mÙke iSdftax mRikn dh Nfo ,oa mlds O;fDrRo dks ukVdh; fdUrq ljyrk ls igpku&;ksX; :i eas

m
vfHkO;Dr dj nsrk gSA12
iSdst ds dk;Z
(Functions of Package) o
.c
iSdst ls vk'k; mRikn&js[kk dh enksa ds fy, dUVsuj vFkok jsij ls fy;k tkrk gS tks czk.M&igpku iSnk djus ,oa cuk;s

a
j[kus esa egRoiw.kZ Hkwfedk vfHkuhr djrh gSA13 foi.ku {ks=k esa tgka Lo&lsok ds vk/kkj ij Ø; dh ço`fÙk lqij cktkjksa
dh LFkkiuk ds c<+us ds lkFk&lkFk c<+rh tk jgh gS] ogka iSdst foØ;&çfrfuf/k vFkkZr~ foØsrkvksa dk LFkku xzg.k djrs

m
tk jgs gSaA vU; QqVdj Hk.Mkjksa ;k nqdkuksa ij Hkh foØsrkvksa ls igys iSdst xzkgdksa ls Ø;&vihy djrs fn[kkbZ nsrs gSaA14
bl fLFkfr us iSdst dh fØ;kRed Hkwfedk esa ifjorZu djuk çkjEHk dj fn;k gs vkSj iSdst ds dk;Z foØsrkvksa ds dk;ks±
a
dk LFkku xzg.k djus yxs gSaA vkt iSdst ,slk foØsrk cukrk tk jgk gS vkSj miHkksDrkvksa ds lkFk futh lEidZ LFkkfir

n
djus dk nkf;Ro fuHkk jgk gS ftl ij laLFkk ds çcU/kd iw.kZ fu;U=k.k j[k ldrs gSaA bl çdkj iSdst mRikn Nfo ,oa

y
O;fDrRo ds çn'kZu dk ijeko';d dk;Z dj jgk gSA iSdst ds vU; ijEijkxr dk;Z fuEukuqlkj gSa&
1. laj{k.k (Protection)&iSdst mRiknu dsUæksa rd oLrqvksa ds ifjogu ds nkSjku] muds laxzg.k ds le; vkSj xzkgdksa

d
ds ?kj esa rFkk muds orZeku miksx o Hkkoh mi;ksx dh fLFkfr;ksa esa mudk laj{k.k djrk gSA iSdst oLrqvksa dh ftUnxh

u
dks c<+k nsrk gS vkSj fuekZrk] forjd ,oa xzkgd oxZ dks vkfFkZd ykHk miyC/k djrk gSA

t
2. lqfo/kk (Convenience)&iSdst oLrqvksa dks ykus&ys&tkus] [kksyus&cUn djus] mBkus&j[kus vkfn ds le; mRikndksa]

S
forjdksa ,oa xzkgdksa dks lqfo/kk;sa miyC/k djrs gSaA
3. igpku (Identification)&iSdst xzkgdksa ,oa miHkksDrkvksa ds efLr"d esa mRikn&igpku mRiUu djrk gS vkSj
çfrLi/khZ oLrqvksa ds çfrLFkkiu dks jksdus dk dk;Z djrk gSA bl çdkj iSdst foKkiu dk dk;Z djrk gSA
9
Libson and Darling, op. cit., pp. 641-642.
10
Cundiff, Still and Govoni, op. cit., p. 268.
11
mnkgj.k ds fy, ouLifr ?kh ds iSdst] pk; ;k dkQh ds iSdst] rsy ;k Øhe dh 'khf'k;ka] nw/k ds fMCcs] IykfLVd&FkSfy;ksa
esa cUn [kk|&lkexzh ds iSdst vU; oLrqvksa ds Hk.Mkj.k gsrq dke esa vkrs gSaA xzkgd oLrq ds Ø; ds le; iSdst dh dher
Hkh vkadrk gSA
12
Ernest Dichter “the man in the Pakage” vid the book, “Readings in Marketing Management” edited by Harper W. Boyal, Jr. and
M.C. Kappor, 1967, p. 309.
13
Lipson and Darling, op. cit., p. 641.
14
Ernest Dichter, op. cit., 307.
148 foi.ku ds fl)kUr

4. foHksnhdj.k (Differentiation)&iSdst ,d QeZ ds mRiknksa dks vU; çfrLi/khZ Qeks± ds mRiknksa ls fHkUu çdV djrk
gSA tgka mRikn xq.k] ewY; ,oa vkdkj esa ,d leku gksrs gSa ogka iSdst fHkUurk gh çk;% xzkgd&Ø; fu.kZ;ksa dk
vk/kkj curh gSA ;gk dkj.k gS fd u;s iSdst lQyrk ds lkFk çfrLi/kkZ djrs gq, fn[kkbZ nsrs gSa vkSj czk.M&LFkkiuk
dk egRoiw.kZ dk;Z vklkuh ls dj ysrs gSaA15 iSdst dher&foghu çfr;ksfxrk esa egRoiw.kZ gfFk;kj dk dk;Z djrk
gSA
5. foØ; lgk;d (Helps the Selling)&iSdst fcØh&çfØ;k eas rFkk nqdkuksa ij foKkiu esa oLrqvksa ds vkd"kZ.k dks
c<+k nsrk gS vkSj mRikn&ykHkksa o muds ç;ksx dh jhfr;ksa ds ckjs esa forjdksa ,oa miHkksDrkvksa dks f'kf{kr djrk gSA
ifj.kkeLo:i foØ;&çfØ;k esa iSdst fcØh lekfIr esa lg;ksx djrk gSa bls iSdst dk fcØh dk;Z ,oa lao)ZukRed
dk;Z dgk tk ldrk gSA

iSdsftax ,oa iSfdax esa vUrj

(Distinction between Packaging and Packing)
izk;% yksx iSdsftax vkSj iSfdax dks ,d gh ekurs gSa ,oa nksuksa dk leku vFkks± esa gh mi;ksx djrs gSaA fdUrq bu nksuksa esa
vUrj gSA iSfdax (Packing) esa mRiknksa dks vkèkkuik=kksa (Containers) rFkk yisVuksa (Wrapping) esa cUn djuk gksrk gS] tcfd
iSdsftax eas bu vkèkkuik=kksa rFkk yisVuksa dk fuekZ.k ,oa mi;ksx Hkh lfEefyr gSA vr% iSfdax okLro esa iSdsftax dk gh
vax gSA
m
iSdsftax ds ykHk
o
.c
(Advantages of Packaging)
iSdsftax ds ykHkksa dks rhu Hkkxksa esa oxhZÑr fd;k tk ldrk gS%µ
1. a
fuekZrkvksa dks ykHkµi. lqj{kkµiSdsftax oLrq dks [kjkc gksus ls cpkrk gS rFkk mldh DokfyVh esa vUrj ugha vkus

m
nsrkA ii. feykoV esa #dkoVµoLrqvksa esa feykoV dh lEHkkouk,a de gks tkrh gSaA iii. foØ; lao)ZuµiSdsftax ls
foKkiu djus ,oa ml ij czk.M Nkius esa vklkuh jgrh gS tks foØ; lao)Zu dk dk;Z djrk gSA iv. Hk.Mkj esa
a
lqfoèkkµoLrq dks fcdus rd ds le; rd vklkuh ls Hk.Mkj fd;k tk ldrk gSA v. [;kfr o`f)µ vPNh iSdsftax
fuekZrk dh [;kfr esa o`f) djrk gSA
n
lqfoèkkµoLrqvksa dks ,d LFkku ls nwly
2. eè;LFkksa dks ykHkµ Hk.Mkj esa lqfoèkkµeè;LFkksa dks iSdsftax dks Hk.Mkj djus esa lqfoèkk jgrh gSA ekxZ esa
i. ii.
js LFkku ij Hkstus esa lqfoèkk jgrh gSA xzkgdksa dks fn[kkus esa vklkuhµxzkgdksa
dks fn[kkus esa vklkuh jgrh gSd
iii.
A Lo;a foKkiuµvPNk iSdsftax oLrq dk Lo;a gh foKkiu djrk gS ftlls mldks
iv.

u
oLrq cspus esa lqfoèkk jgrh gSA
3.
t Drk dks oLrq,a ewy :i esa feyrh gSa vkSj muesa feykoV dh lEHkkouk,a de gks tkrh gSaA
miHkksDrkvksa dks ykHkµ ykus esa lqfoèkkµiSdsftax miHkksDrkvksa dks ykus esa lqfoèkk iznku djrk gSA feykoV dh
i. ii.

iii.lykgµiSSdsftax ds lkFk Nik gqvk lkfgR; miHkksDrk dks oLrq ds mfpr iz;ksx dh lykg nsrk gS ftlls miHkksDrk
lEHkkouk,a deµmiHkks

mldk iwjk&iwjk ykHk mBk ysrs gSaA

iSdsftax uhfr;ka ,oa jhfr&uhfr;ka
(Packaging Policies and Strategies)
iSdsftax dh dqN izeq[k jhfr&uhfr;ka fuEu izdkj gSa%µ
1. iSdst ifjorZu (Changing the Package)µizk;% dEifu;ka vius mRikn dks uohu :i nsus vkSj miHkksDrkvksa dh larqf"V
gsrq iSdst ifjorZu dh jhfr&uhfr dk vuqlj.k djrh gSaA lkekU; :i ls dEifu;ksa }kjk iSdst ifjorZu fuEu nks
15
Lipson and Darling, op. cit., p. 642.
mRikn igpku 149

voLFkkvksa esa fd;k tkrk gSµ1. foØ; essa deh] ,oa 2. u;s xzkgd lewgksa dks vkdf"kZr dj cktkj foLrkj djukA
blds vfrfjDr tc dEiuh dks vius fo|eku iSdst esa dksbZ nks"k fn[kkbZ nsus yxs rks Hkh og mls lqèkkjus gsrq ifjorZu
dk fu.kZ; ys ldrh gS] tSlsµiSdst i;kZIr gokcUn (Air Tight) ugha gS vFkok [kksyus ds i'pkr~ og fjlus (Leak)
yxrk gSA
2. mRikn&iafDr iSdsftax (Packaging Product Line)µ,d dEiuh dks ;g fu.kZ; ysuk iM+rk gS fd og lHkh mRiknksa
ds fy, lkekU; fodflr djus okys iSdstksa dk iz;ksx djsa vFkok fHkUu&fHkUu izdkj ds mRiknksa ds fy, fHkUu&fHkUu
fn[kus okys iSdstksa dk iz;ksx djsaA ikfjokfjd ;k oxZuqek iSdsftax (Family Packaging) ds vUrxZr lHkh mRiknksa
ds fy, leku iSdst rS;kj fd;k tkrk gS vFkok lHkh iSdst ij dqN leku fo'ks"krkvksa ;k y{k.kksa dk iz;ksx fd;k
tkrk gSA oxZuqek iSdsftax dk iz;ksx djus ls eq[; ykHk ;g gksrk gS fd uohu mRiknksa dks Hkh iqjkus mRiknksa dh izfr"Bk
dk ykHk fey tkrk gS] lkFk gh xzkgdksa ds fy, dEiuh ds mRiknksa dh igpku djuk ljy gks tkrk gSA ftu mRiknksa
ds fy, oxZuqek iSdsftax dh jhfr&uhfr dk iz;ksx fd;k tk;s os iz;ksx dh n`f"V ls lacafèkr vkSj leku fdLe ds
gksaA
3. iqu% iz;ksx iSdsftax (Re-use Packaging)µiSdsftax dh bl jhfr&uhfr ds vUrxZr ,sls iSdst dk iz;ksx fd;k tkrk
gS tks mRikn dk miHkksx djus ds i'pkr~ Hkh vU; dk;ks± esa iz;qDr fd;k tk lds] tSlsµMkyMk vkSj jFk ?kh ds MCcs

m
?kh ds iz;ksx ds i'pkr~ Hkh ?kjksa esa vU; leku j[kus esa iz;qDr fd;s tkrs gSaA bl jhfr&uhfr dk rHkh iz;ksx fd;k

o
tkuk pkfg, tcfd blds }kjk xzkgdksa ij ;g izHkko Mkyk tk lds fd mUgsa vfrfjDr ykxr ds izfrQy esa vfrfjDr
ykHk ;k mi;ksfxrk fey jgh gSA lkFk gh jhfr&uhfr ls iqu% Ø; dks izksRlkgu feyuk pkfg,] vU;Fkk iqu% iz;ksx
esa vkus okys iSdst fuekZrk ds fy, ykHkizn fl) ugha gksxkA
. c
iSdst esa mRiknu dh vusd bdkb;ka j[kh tkrh gSaA vusd mRiknksa
4. cgq&bdkbZ iSdsftax (Multiple Packaging) µcgq&bdkbZ iSdsftax dh jhfr&uhfr Hkh dkQh izpfyr gSA blds vUrxZr
a ds lacaèk esa ;g jhfr&uhfr ns[kus dks feyrh gS]

mRikn ds dqy foØ; vkSj bdkbZ foØ; esa o`f) gksrh gSm
tSlsµpknjsa] rkSfy;s] cfu;ku] Qkm.Vsu isu] Vsful ;k xksYQ [ksyus dh xsnsa] lkcqu vkfnA cgq&bdkbZ iSdsftax ls

LohÑfr izkIr djus esa dkQh lgk;rk feyrh gSAa

A bl jhfr&uhfr }kjk uohu mRiknksa ds fy, xzkgdksa dh

niSdsftax fu.kZ;
y (Packaging Decision)
lkèkkj.k 'kCnksa esa iSdsftax ds lacaèk esd
a fu.kZ; ysuk iSdsftax dgykrk gSA foLr`r 'kCnksa esa iSdsftax fu.kZ; ds vUrxZr iSdst
fMtkbu (Package Design), iSu
dst vkdkj (Package Size), iSdst ykxr(Package Cost), iSdst ijh{k.k
(Package Test)
rFkk iSdsftax vkèkkj
t
(Packaging criteria) lacaèkh fu.kZ; fy, tkrs gSaA
1. iSdst fMtkbu
i.
S (Package Design) µiSdst ds fMtkbu ds lacaèk esa ikap izdkj ds fu.kZ; fy;s tkrs gSaµ
iSdst ds fy;s fdl izdkj ds eky dk iz;ksx djuk pkfg,\
ii. iSdst dk fMtkbu D;k gksxk\
iii. iSdst ij fdu jaxksa dk iz;ksx fd;k tk,xk\
iv. iSdst ij D;k fy[kk ;k n'kkZ;k tk;sxk\
v. iSdst ij czk.M dk uke ,oa O;kikfjd fpUg D;k gksxk\
blds vfrfjDr iSdst ds fMtkbu ds lacaèk esa fu.kZ; ysrs le; eè;LFkksa vkSj miHkksDrkvksa dh lqfoèkk dks Hkh è;ku
esa j[kk tkrk gS ftlls fd mRiknu dks mBkus j[kus esa vlqfoèkk u gksA iSdst ds fMtkbu ds fu.kZ; dks dqN vU;
150 foi.ku ds fl)kUr

?kVd Hkh izHkkfor djrs gSa tSlsµmRikn dk LoHkko] ykxr] izpfyr ewY;] vkdkj] foKkiu ,oa dkuwuh izfrcUèk
vkfnA
2. iSdst vkdkj (Package Size)µmRikn ds iSdst ds vkdkj dk fu.kZ; miHkksDrkvksa }kjk mRikn dh Ø; dh tkus
okyh ek=kk ij fuHkZj djrk gS] tSlsµflxjsV] izk;% FkksM+h ek=kk esa [kjhnh tkrh gSA blhfy, buds iSdst lkèkkj.kr;k
10 ;k 20 flxjsVksa ds gksrs gSaA

3. iSdst ykxr (Package Cost)µmRikn ds iSdst ds fu.kZ; ysus esa iSdst dh ykxr dks Hkh è;ku esa j[kuk pkfg,A
iSdst dh ykxr ds lacaèk esa fu.kZ; ysrs le; mRikn dh lqj{kk ,oa miHkksDrk dh Ø;&'kfDr dks Hkh è;ku esa j[kuk
pkfg,A
4. iSdst ijh{k.k (Package Test)µiSdst ds lacaèk esa mijksDr fu.kZ; ysus ds ckn iSdst ijh{k.k ls ;g ns[kk tkrk
gS fd iSdsftax fu.kZ; mfpr gS ;k ughaA blds fy, pkj izdkj ds ijh{k.k fd, tkrs gSaµ
i. rkaf=kd ijh{k.kµiSdst fMtkbu mRikn dh lqj{kk ds fy, mfpr gS vFkok ugha\
ii. n`f"Vxr ijh{k.kµ iSdst ns[kus dh n`f"V ls lqUnj vkSj vkd"kZd gS vFkok ugha\
eè;LFk ijh{k.kµeè;LFkksa ds n`f"Vdks.k ls iSdst mfpr gS vFkok ugha\
m
iii.

o
iv. miHkksDrk ijh{k.kµmiHkksDrk ml iSdst dks ilUn djrs gSa vFkok ugha\

c
;fn dksbZ iSdst ijh{k.k dh bu pkjksa dlkSfV;ksa ij [kjk mrjrk gS rks ml iSdst ds lacaèk esa vfUre fu.kZ; ys fy;k
tkrk gS] vFkok iSdsftax fu.kZ; dh izfØ;k dks fQj nksgjk;k tkrk gSA
.
viukus ;ksX; a
5. iSdsftax vkèkkj
(Packaging Criteria) µiSdst mRikn dk lgh izfrfufèkRo djus okyk gksuk pkfg,A bl vkèkkjHkwr
?kVd dks è;ku esa j[krs gq, lqfoèkk
(Convenience), (Adaptability),lqUnjrk vkfn vko';d fo'ks"krkvksa
ds lkFk Lrj dh Nfo (Image of Status)
m
vkSj fuHkZjrk rFkk fo'oLrrk
(Dependability) ds xq.kksa dks Hkh iSdst esa

ysa
lfEefyr fd;k tkuk pkfg,A

n(Labelling)
fcfyax

iSdsftax vkSj czk.M ds lkFk ysfcy dk y

dHkh&dHkh ysfcy ds fy, mRikn d
?kfu"B lacaèk gksrk gSA lkèkkj.kr;k ;g iSdst dk gh ,d Hkkx gksrk gSA
ds lkFk esa vyx ls ,d fpV layXu dj nh tkrh gSA oLrq ds lkFk foØsrk ds
u
ckjs esa ;k mRikn ds ckjs esa izk;% lwpuk nh gqbZ gksrh gSA ftl iSdst ;k fpV ij ;g lwpuk nh gqbZ gksrh gS mls ysfcy
dgrs gSaA
t
fofy;e ts- LVs.Vu
S (William J. Stanton) ds vuqlkj] ^^ysfcy mRikn dk og Hkkx gS ftl ij mRikn vkSj foØsrk ¼fuekZrk
;k eè;LFk½ ds lacaèk esa ekSf[kd lwpuk nh xbZ gksrh gSA ,d ysfcy iSdst dk Hkkx gks ldrk gS ;k mRikn ds lkFk izR;{k
:i ls layXu dh xbZ ,d fpV ds :i esa gks ldrk gSA**
eSlu ,oa jFk (Meson and Rath) ds vuqlkj] ^^ysfcy lwpuk nsus okyh fpV] yisVus okyk dkxt ;k lhy gS tks mRikn
;k iSdst ds lkFk tqM+h gqbZ gksrh gSA**
mijksDr ifjHkk"kkvksa ds fo'ys"k.kkRed vè;;u ds vkèkkj ij ;g dgk tk ldrk gS fd ysfcy] mRikn] mlds fuekZrk ;k
foØsrk ds lacaèk esa lwpuk nsus okyh fpV gksrh gS tks mRikn ;k mlds iSdst ds lkFk yxh gksrh gSA ysfcy yisVus okys
dkxt ;k lhy ds :i esa Hkh gks ldrs gSaA
mRikn igpku 151

ysfcyksa ds izdkj
(Type of Labels)
ysfcyksa ds izdkjksa dk oxhZdj.k fuEukafdr pkj 'kh"kZdksa ds vUrxZr fd;k tk ldrk gS%µ
1. czk.M ysfcy (Brand Label)µczk.M ysfcyksa esa dsoy mRikn ds czk.M dk uke gh fn;k tkrk gS] tSlsµczqd czk.M
dh rktegy pk;A ;g mRikn ;k mlds iSdst ij yxk;k tkrk gS vFkkZr czk.M ysfcy ds fy, vyx ls dksbZ fpV
layXu ugha dh tkrhA ,sls ysfcyksa ls xzkgdksa dks mRikn ds lacaèk esa dksbZ lwpuk ugha feyrhA bl dkj.k u, xzkgdksa
dks vkdf"kZr ugha fd;k tk ldrkA
2. oxZ vFkok Js.kh ysfcy (Grade Label)µeSlu ,oa jFk ds er ls ysfcy esa dksbZ 'kCn] vad] ;k v{kj fy[ks jgrs gSa
tks ml oLrq dh DokfyVh ;k oxZ (Quality or grade) dks iznf'kZr djrs gSaA tSls t; bathfu;fjax oDlZ fyfeVsM]
dydÙkk }kjk fufeZr ia[ks ^Å"kk* czk.M ds uke ls fcdrs gSa ijUrq buesa Hkh DokfyVh ds vkèkkj ij vUrj gksrk gS vkSj
mu ij Prima, Deluxe o Continental ds ysfcy yxs jgrs gSaA
3. fooj.kkRed ysfcYl (Descriptive Labels)µ;s os ysfcYl gksrs gSa tks mRikn dh fo'ks"krkvksa ds ckjs esa Nih gqbZ lwpuk,a
nsrs gSaA bUgsa dqN O;fDr ^lwpukRed ysfcYl* (Informative Labels) Hkh dgrs gSaA fdUrq lwpukRed ysfcYl oLrqr%

m
mRikn vaxksa ds ckjs esa fof'k"V lead tkudkjh nsrs gSaA nokb;ka cukus okyh dEifu;ka lkèkkj.kr% fooj.kkRed ,oa
lwpukRed ysfcYl dk iz;ksx djrs gSaA
4. o
la;kstu ysfcYl (Combination Labels)µ;s os ysfcYl gksrs gSa ftuesa mi;qZDr of.kZr rhuksa izdkj ds ysfcYl ds rRoksa

.c
dks vius esa lfEefyr djrs gSaA ,sls ysfcYl dk izpyu rsth ls c<+rk tk jgk gSA

a
m
a
n
y
d
u
t
S
152 foi.ku ds fl)kUr

v/;k;&9
mRikn thou pØ
(Product Life Cycle)
mRikn thou pØ dk egÙo
(Importance of Product Life Cycle)
euq";ksa] i'kqvksa ,oa isM+&ikS/kksa dh Hkk¡fr mRiknksa dk Hkh thou&pØ gksrk gSA1 mRikn Hkh tUe ysrs gSa] ;qokoLFkk esa izos'k djrs
gSa] o`) gksrs gSa vkSj vfUrer% e`R;q dks izkIr gksrs gSaA bu fofHké voLFkkvksa ds lkFk gksus okyk lek;kstu muds thou dh

m
lQyrk dk fu/kkZj.k djrk gSA2 izk.kh ek=kk dh Hkk¡fr ;fn mRikn vius fuekZ.k dky esa 'kfDr dk lapkj ,oa lap; ugha
djrk gS rks ifjiDork (Maturity) ds dky eas mldh lQyrk lkisf{kd :i ls lafnX/k&lh gks tkrh gSA bruh lekurk;sa
o
gksrs gq, Hkh mRikn ds thou&pØ ,oa ekuo ds thou&pØ esa dqN egÙoiw.kZ fHkérk;sa gksrh gSaA lcls izeq[k fHkérk rks

.c
;g gksrh gS fd izR;sd euq"; vkSlru 50 ls 70-75 o"kZ rd thfor jgrk gSA fdUrq] euq"; ds thou&dky dh Hkk¡fr fdlh
mRikn dk u rks vkSlr thou&dky gksrk gS vkSj u gh mls foosd ds vk/kkj ij fuf'pr fd;k tk ldrk gSA3 ;fn ge

a
mRiknksa dk thou&dky fuf'pr Hkh djuk pkgsa rks ;g vkSlr thou&pØ izR;sd mRikn ds lkFk oSls vyx&vyx gksrk
gS tSls fd fofHké isM+&ikS/kksa ,oa i'kqvksa dk thou&dky vyx&vyx gksrk gSA blds vfrfjDr] mRikn thou&pØ dh

m
fopkj/kkjk ekuo thou&pØ dh fopkj/kkjk dh rqyuk esa dkQh ljy Hkh gksrh gSA brus ij Hkh] ekuo thou pØ dh Hkk¡fr
mRikn thou&pØ dk v/;;u foi.ku izcU/kdksa dks vewY; tkudkjh miyC/k djkus esa lg;ksx gksrk gSA blds v/;;u
a
ls laLFkkvksa ds thou dks xfr'khyrk iznku dh tk ldrh gS] izfr;ksxh fLFkfr dks cuk;s j[kk tk ldrk gS] ykHkksa dk

n
iwokZuqeku yxk;k tk ldrk gS] u;s mRikn izLrqrhdj.k ds le; dks igpkuk tk ldrk gS ,oa foi.ku dk;ZØeksa dks

y
izHkko&iw.kZ :i iznku fd;k tk ldrk gSA

d mRikn thou&pØ ls vk'k;

mRikn&izLrqrhdj.k ls ysdju
(Meaning of Product Life Cycle)

t
cktkj&irukoLFkk rd mRikn foØ; dk Øe *mRikn thou&pØ* dgk tkrk gSA fQfyi
dksVyj ds 'kCnksa esa] mRikn thou&pØ] mRikn ds foØ; bfrgkl esa fof'k"V voLFkkvksa dks igpkuus dk ,d iz;kl gSA
,slk foØ; bfrgkl
tkrk gSA 4
S pkj voLFkkvksa ls gksdj xqtjrk gS ftUgsa izLrqrhdj.k] fodkl] ifjiDork ,oa iru ds uke ls tkuk

fyilu ,oa Mkjfyax ds 'kCnksa esa] **mRikn thou&pØ ls vk'k; cktkj&Lohdj.k dh mu voLFkkvksa ls gS ftuesa ,d
mRikn vius cktkj izLrqrhdj.k ls ysdj vius cktkj&izLrqrhdj.k] cktkj&fodkl] cktkj&larf` Ir] cktkj&iru ,oa
1
Lipson and Darling, op cit., p.614
2
W.J. Stanton, op. cit., pp. 186-187 and Lipson and Darling, op. cit., p. 614 For a very perceptive discussion analysis of the life cycle
of market offerings which is a wider term than the "Product life cycle", See Theodore Levitt, "Exploit the Product Life Cycle,"
HBR. Nov. Dec., 1965, pp. 81-94.
3
Arch Patton, "Top Management's Stake in a Product life cycle". Management Review, June 1959, pp. 9-14 & 67-71.
4
"The Product Life Cycle is an attempt to recognize distinct stages in the sales history of the product...the sales histories pass through
four stages, known as introduction, growth, maturity and decline." –Phillip Kotler "Marketing management," p.429.
mRikn thou pØ 153

cktkj&e`R;q dh voLFkk;sa lfEefyr gksrh gSaA 5**

vko';dh; :i ls] mRikn thou&pØ dh fopkj/kkjk fuEufyf[kr rÙoksa dk Lo;a esa lekos'k djrh gSa6%
(1) izR;sd mRikn dk] O;fDr;ksa] isM+&ikS/kksa ,oa vU; izkf.k;ksa dh Hkk¡fr ,d thou&Øe gksrk gSA
(2) ,slk thou&Øe gj mRikn ds cktkj&ifjp; vFkkZr~ izLrqrhdj.k ls izkjEHk gksrk gS vkSj cktkj&fodkl ,oa
cktkj&ifjiDork dh voLFkk ls xqtjrk gqvk mldh cktkj&e`R;q dh voLFkk rd igqapdj lekIr gksrk gSA
(3) mRikn thou&pØ dh fofHké voLFkkvksa esa mRikn ds xqtjus dh xfr esa fHkérk gksrh gSA
(4) bdkbZ ykHk fodklkoLFkk esa rsth ls c<+rs gSa vkSj ifjiDork dh voLFkk esa izfrLi/kkZ nckoksa ds dkj.k fxjus yxrs
gSaA brus ij Hkh ifjiDork dh voLFkk esa fcØh ek=kk c<+rh jgrh gSA
(5) ykHkns;rk esa ifjorZu gksus ds lkFk&lkFk mRikn ds lQy fonksgu gsrq mRikn ds thou&pØ dh fofHké
voLFkkkvksa ds nkSjku bUthfu;fjax o vuqlU/kku] mRiknu foi.ku ,oa foÙkh; fu;a=k.k fØ;kvksa esa ifjorZu djrs
jguk ijeko';d gksrk gSA

mRikn thou&pØ dh voLFkk;sa ,oa mudk izcU/k

(Stages of Product Life Cycle and Their Management)
mRikn thou&pØ dks O;kogkfjd n`f"V ls fuEu pkj voLFkkvksa esa foHkDr fd;k tk ldrk gS% m
I. o
cktkj izLrqrhdj.k voLFkk (Market Introduction Stage): mRikn thou&pØ dk izkjEHk mRikn dks cktkj

.c
esa izLrqr djus ds lkFk gksrk gSA bl voLFkk dks tUeokLFkk vFkok ifjp;koLFkk Hkh dgk tkrk gSA bl voLFkk
esa laLFkk mRikn dk mRiknu iw.kZ iSekus ij djrh gS vkSj foi.ku dk;ZØe Hkh iw.kZ Lrj ij fodflr ,oa fØ;kfUor
fd;s tkrs gSaA bl voLFkk dh izeq[k fo'ks"krk;sa bl izdkj gSa%
a
(1) QeZ dks izfr;ksfxrk dk lkeuk ugha djuk iM+rk gS D;ksafd izfr;ksxh laLFkk;sa vfr'kh?kz cktkj esa izos'k ugha
m
dj ikrh gSaA uokpkj djus okyh QeZ dh lEiw.kZ m|ksx ekuh tkrh gSA

a
(2) xzkgdksa ,oa miHkksDrkvksa dks mRikn dh O;kid tkudkjh ugha gksrh gS rFkk ftu xzkgdksa ,oa miHkksDrkvksa

n
dks mRikn dh tkudkjh gksrh gS os Hkh mRikn Ø; esa ladksp djrs gSaA

y
(3) QeZ lhfer {ks=k esa forj.k dj ikrh gS vkSj fcØh dh ek=kk /khjs&/khjs c<+rh gSA
(4) ykxrsa dkQh Å¡ph jgrh gSaA QeZ dks foLr`r foKkiu ,oa lao)ZukRed iz;klksa dks viukus dh vko';drk

d
iM+rh gSA ifj.kkeLo:i ykxrksa esa o`f) gksrh gS vkSj ;g voLFkk tksf[keiw.kZ cu tkrh gSA

u
(5) lkekU;r;k] bl voLFkk esa Hkkjh uqdlku gksrk gS D;ksafd fcØh dh ek=kk U;wu gksrh gS vkSj lao)ZukRed

t
ykxrssa c<+rh gSaA brus ij Hkh ;fn fdlh laLFkk dks dqN ykHk gksrk gS rks og dkQh de gh gksrk gS] blds

S
foijhr] ;fn fdlh QeZ ds mRikn dks vR;f/kd xzkgd Lohdj.k ,oa xzkgd&tkudkjh izkIr gksrh gS rks bl
voLFkk esa mRikn dh ek¡x iwfrZ ls c<+ ldrh gSA fdUrq ;g fLFkfr cgqr de QekZsa dks gh miyC/k gks ikrh
gSA
mRikn ds cktkj izLrqrhdj.k dh voLFkk esa foi.ku izcU/kdkas dks egÙoiw.kZ Hkwfedk vfHkuhr djuh iM+rh
gS D;ksafd bl voLFkk esa gh mRikn dks lQyrk ;k foQyrk izkIr gksrh gSA bl n`f"V ls foi.ku izcU/kdksa
dks pkfg, fd os foLr`r foKkiu rFkk lao)ZukRed iz;klksa dks viukdj izLrqrhdj.k dh le;kof/k dks de
djus dk iz;kl djsaA bl voLFkk esa izcU/kdksa }kjk u;s mRikn dk ijh{k.k djks&dh jhfr&uhfr dks viuk;k
5
"Life Cycle of market offerings – Stages of Market acceptance through which a market offering passes in a market offering's life
cycle are market introduction, market growth, market saturation, market decline, and market death,"
– Lipson and Darling, Op. cit., 812
6
Also See, Arch Paton, op. cit.
154 foi.ku ds fl)kUr

tkuk pkfg,( tSls *Vksjhu*&lqUnj] lLrs o fVdkÅ oL=kksa ds fy, ,d egÙoiw.kZ [kkst&bl voLFkk esa cM+h
tksf[ke gksrh gS] bls /;ku esa j[krs gq, Hkh Lohdkj fd;k tkuk pkfg,A
II. cktkj fodkl voLFkk (Market Grown Stage): mRikn thou&pØ esa cktkj fodkl dks nwljh voLFkk ekuk
x;k gSA ;g voLFkk xzkgd&Lohdj.k dh fLFkfr dks crykrh gSA bl voLFkk esa xzkgd mRikn dks Lohdkj djus
yxrs gSa vkSj QyLo:i] foØ;&o`f) gksrh gSA bl voLFkk esa lHkh dks ykHk gksrs gSa rFkk izfr;ksxh cktkj esa izos'k
djrs gSaA bl voLFkk dh izeq[k ckrsas fuEukuqlkj gSa&
(1) mRikn ds Ø;&foØ; lEcU/kh cktkj ysu&nsu rhoz xfr ls c<+rs gSa pw¡fd foKkiu ,oa foØ; lao)Zu iz;klksa
ls xzkgdksa dks mRikn dh tkudkjh O;kid iSekus ij gksus yxrh gS rFkk os mRikn Lohdkj djus yxrs gSaA
(2) bl voLFkk esa u dsoy foØ; ifj.kke vfirq ykHk Hkh c<+rs gSaA mRikndksa] forjdksa ,oa QqVdj O;kikfj;ksa]
lHkh ds ykHkksa esa rhozrk ls o`f) gksus yxrh gSA foØ; js[kk;sa ,oa ykHk js[kk;sa Å¡ph mBus yxrh gSaA
(3) vf/kd Å¡ps ykHk izfr;ksfx;ksa dks cktkj esa izos'k djus gsrq vkÑ"V djrs gSa] izsj.kk ,oa izyksHku nsrs gSaA
ifj.kkeLo:i os viuh czkaM izLrqr djrs gSaA izfr;ksfxrk 'kuS%'kuS% rhoz gksus yxrh gSA izfr;ksfxrk bl fLFkfr
rd rhoz gks tkrh gS fd ;fn Øsrkvksa dks mudh ilUn dh czk.M ljyrk ls u feys rks os vU; czk.M Ø;
djus yxrs gSaA

m
(4) vusd egÙoiw.kZ fu.kZ; bl voLFkk esa fy;s tkrs gSaA tSls&fo'ks"k forj.k Ükà[kyk ds p;u] cktkj foLrkj

o
gsrq vuqla/kku] foKkiu uhfr ekxZn'kZu vkfn ls lEcfU/kr fu.kZ;A

.c
(5) bl voLFkk esa] mRikn dh dher dqN de gks tkrh gS pw¡fd igys O;fDrxr foØ; }kjk u;s forj.k ek/
;e [kksts tkrs gSa rFkk ckn esa izfrLi/kkZ ds fo#) foØ; fd;k tkrk gSA

a
(6) mRikn ds thou pØ dh bl voLFkk esa izcU/kdksa dks pkfg, fd os fuEufyf[kr dk;Z djsa&
(i) mRikn dh fdLe ,oa mlesa u;s xq.kksa ds lekos'k rFkk vkdkj o vkÑfr ij /;ku nsaA ;g lgh gS

m
vfèkdrj fLFkfr;ksa esa xzkgd mRikn dh fodklkoLFkk esa fo"ke (Uneven) fdLe dh oLrq Hkh Lohdkj

a
dj ysrs gSaA ijUrq mRikn ds vPNs Hkfo"; ds gsrq mRikndksa }kjk fdLe ,oa ek=kk nksuksa ij /;ku fn;k
tkuk lokZsÙke jgrk gSA7

n
(ii) *esjh oLrq dk ijh{k.k djks* ds LFkku ij *esjh czk.M [kjhnks* (Buy my Brand) dh foKkiu ,oa
lao)ZukRed uhfr dks viuk;sA
y
d
(iii) QeZ dh mRiknu ,oa forj.k dk;Zdq'kyrk dks c<+k;s pwafd bl voLFkk esa foi.ku lQyrk ds fy,
,slh dk;Zdq'kyrk egRoiw.kZ ?kVd gksrh gSA8
III. u
cktkj ifjiDork voLFkk (Market Grown Stage): mRikn thou pØ dh rhljh voLFkk dks *ifjiDork
t
voLFkk* dgk tkrk gSA dqN fo}ku~ bls *larf` Ir voLFkk* (Saturation Stage) Hkh dgrs gSaA oLrqr% bl voLFkk

S
esa nks fLFkfr;ka mRiUu gksrh gSaA çkjfEHkd fLFkfr dk ^ifjiDork* ,oa i'pkr~orhZ fLFkfr dks *larf` Ir* voLFkk dgk
tkrk gSA
ifjiDork voLFkk esa&(1) çfr;ksfxrk c<+us yxrh gS vkSj çfr;ksxh 'kfDr;ka ykHkksa dks de djus yxrh gSaA (2) foØ; ?kVrh
gqbZ njksa ls c<+rk gSA foØ; ds c<+rs jgus ij Hkh QeZ ds ykHk fxjus yxrs gSa D;ksafd mRiknu ,oa foØ; dh vf/kdrk ds
dkj.k cktkj larI` r gksus yxrk gSA (3) iwfrZ ekax dh rqyuk esa igyh ckj vf/kd gksus yxrh gS vkSj çfr;ksxh Qeks± }kjk
Hkkjh lao)ZukRed [kpsZ fd;s tkus ds dkj.k ekax&çksRlkgu (Demand Stimulation) ,oa O;kikjh leFkZu (Dealer Support)
vko';d gks tkrk gSA (4) dher fxjus yxrh gS vkSj foi.ku O;; c<+us yxrs gSaA (5) bl O;oLFkk ds lHkh mRikn iw.kZr%
7
Arch Paton has rightly pointed out that the extent to which a product at this stage, provides real consumer satisfaction will largly
establish quality climate in which product will remain in later stages of its life cycle–See, Arch Paton, op. cit.
8
Cundiff, Still and Govoni, op. cit., p. 133.
mRikn thou pØ 155

fo'oluh; gksrs gS vkSj muesa la'kks/ku dh xqtkab'k cgqr de gksrh gSA ;gh ugha] cfYd muds chp pquko Hkh dfBu gksrk
gSA (6) mRiknd dks miHkksDrk ds fudV Lo;a igqapus dk ç;Ru djuk iM+rk gS vkSj jpukRed foØ; dk fodkl gksrk
gSA mRiknd Lo;a dh 'kk[kk;sa vFkok QqVdj Hk.Mkj LFkkfir djrk gSA
larf` Ir voLFkk esa &(1) cktkj esa çfrLFkkukiUu foØ; c<+us yxrk gSA (2) m|ksx dk foØ; mPpre lhek ij igaqpdj
fxjus yxrk gSA dM+h çfr;ksfxrk dk lkeuk djuk iM+rk gSA (3) c<+rh gqbZ nj ls ykHkksa esa fxjkoV vkus yxrh gSA
(4) mRiknu lqfo/kk;sa rFkk mRiknu çfØ;k iqjkuh gks tkrh gS rFkk muesa lq/kkj dh vko';drk eglwl gksus yxrh gSA

;g /;ku nsus ;ksX; ckr gS fd fofHkUu çdkj ds mRiknksa dh n'kk esa cktkj ifjiDork ,oa larf` Ir dh voLFkk dk dky
Hkh vyx&vyx gksrk gSA mnkgj.k ds fy, dqN lqfo/kk&mRiknksa (Convenience goods) dh n'kk esa cktkj ifjiDork ,oa
larf` Ir dk dky yEck gks ldrk gSA dafMQ] fLVy ,oa xksoksuh us bls vusd eghuksa vFkok o"kks± rd foLr`r ekuk gSA 9
bu oLrqvksa dh fcØh larf` Ir fcUnq rd igqapus ds ckn Hkh ,dne ugha fxjrh gS vfirq yEcs le; rd fLFkj cuh jgrh gSA
,slh oLrqvksa esa uk'rs ,oa [kkus&ihus dh oLrq,¡] flxjsV] lkcqu vkfn dks lfEefyr fd;k tk ldrk gSA blh izdkj] tks
oLrq,a yEcs le; rd mi;ksx esa vkrh gSa tSls QuhZpj] e'khusa] fo|qr midj.k] ?kfM+;ka vkfn muds thou&pØ dh bl
voLFkk dh le;kof/k Hkh fHkUu gksrh gSA ,slh oLrqvksa ds ckjs esa ns[kk x;k gS fd mudh fodklkoLFkk ds rqjUr ckn gh os
larf` Ir fcUnq ij igqap tkrh gSA fdUrq] T;ksa&T;ksa mudh iquLFkkZiu ekax dh vof/k vkus yxrh gS R;ksa&R;ksa mudh fcØh c<+us
yxrh gS vkSj dqy cktkj foØ; iqu% fLFkj gks tkrk gSA10
m
o
foi.ku çcU/kd bl voLFkk esa mRikn ds thou dky esa cgqr dqN lhek rd o`f) dj ldrs gSaA blds fy,] mUgsa u;s

.c
iSfdax] iquewZY;kadu] mRikn la'kks/ku ¼'kSyh lEcU/kh½] u;s mi;ksxksa dh [kkst ,oa jpukRed foØ; ds fodkl lEcU/kh dk;Z
djus gksrs gSaA blds vfrfjDr] foi.ku dk;ZØeksa ij iqufoZpkj djuk ,oa lalk/kuksa dh mfpr ns[kHkky djuk Hkh vR;ko';d

a
gksrk gSA
IV. cktkj irukoLFkk (Market Decline Stage): mRikn thoupØ dh vfUre voLFkk dks cktkj&irukoLFkk

m
vFkok cktkj&e`R;q voLFkk vFkok vçpyukoLFkk ds uke ls tkuk tkrk gSA bl voLFkk esa mRikn ;k rks vçpfyr

a
gksrk pyk tkrk gS vFkok mlds LFkku ij ,d u;k mRikn çLrqr fd;k tkrk gS vFkok mRikn dks iw.kZr% cktkj
ifjR;kx djuk iM+rk gS vFkok fdlh fof'k"V cktkj rd gh mRikn lhfer jg tkrk gSA oLrqr% bl voLFkk esa

n
ikjLifjd çfrLi/kkZ vusd mRiknksa dks cktkj ls ckgj dj nsrh gSA bl voLFkk esa] ykxr fu;U=k.k dh vko';drk

y
ekax ds de gks tkus ds dkj.k c<+ tkrh gSA ;gh ugha] cfYd lHkh çdkj dh mRikn&ykxrksa ij lefUor fu;U=k.k
Hkh ijeko';d gks tkrk gSA11
d
dafMQ] fLVy ,oa xksoksuh fy[krs gSa bl voLFkk esa mRikn dk LFkku dksbZ uohu mRikn vFkkZr~ uokpkj xzg.k dj ysrk
u
gS vFkok miHkksDrk ds Ø;&O;ogkj esa ifjorZu vkus yxrk gSA çfr;ksxh de gksus yxrs gSaA m|ksx dk foØ; cgqr de

t
gksus yxrk gSA Qeks± dh vfr&mRiknu {kerk dh fLFkfr esa dher gh eq[; izfrLi/khZ vL=k cu tkrk gS vkSj Qeks± dks foKkiu

S
,oa lao)ZukRed [kpks± esa vR;f/kd deh djuh iM+rh gSA lkekU;r;k] vf/kdka'k çcU/kd] bl voLFkk esa u;s mRiknksa ds
fodkl dh vksj /;ku nsuk çkjEHk djrs gSaA12
cktkj irukoLFkk esa foi.ku çcU/kdksa ds fy, ;g t:jh gksrk gS fd os mRikn esa uo&jDr dk lapkj mrus le; rd ds
fy, vo'; djsa ftrus le; esa mudh QeZ Lo;a gh vius u;s mRikn ds lkFk cktkj esa vk tk;s vkSj cktkj fodklkoLFkk
rd dh fLFkfr esa igqap tk;sA ;g /;ku nsus ;ksX; ckr gS fd uo&jDr&lapkj LFkk;h rkSj ij ugha fd;k tk ldrkA vLFkk;h

9
Ibid., p. 134.
10
Ibid., p. 135.
11
Arch Paton us lHkh çdkj dh mRiknu ykxrksa esa% bfUtfu;fjax] fuekZ.kh ,oa foi.ku ykxrksa dks lfEefyr fd;k gSA
12
Cundiff, Still Govoni, op., cit., p. 135.
156 foi.ku ds fl)kUr

rkSj ij uo&jDr&lapkj ds fy, u;s cktkjksa dh [kkst] mRikn ds u;s ç;ksxksa dh [kkst rFkk ekewyh ls Lohdj.kh; fdUrq
de [kphZys la'kks/ku dk;Z fd;s tk ldrs gSaA dher çfr;ksfxrk dks Hkh viukuk mÙke jgrk gSA
mRikn ds thou&pØ dh mi;qZDr of.kZr voLFkkvksa dks fuEufyf[kr js[kkfp=kksa dh lgk;rk ls Hkh Hkyh çdkj vfHkO;Dr
fd;k tk ldrk gS vkSj le>k tk ldrk gS]
fp=k 9.1 crykrk gS fd uokpkj djus okyh QeZ cktkj çLrqrhdj.k dh voLFkk esa ,dkf/kdkjh fLFkfr esa gksrh gS rFkk
mls lEiw.kZ m|ksx ekuk tk ldrk gSA
foØ; ,oa ykHk c<+rs gSaA cktkj fodkloLFkk esa çfr;ksxh laLFkk;sa vius mRiknksa ds lkFk ços'k djrh gSa vkSj cktkj&va'k
esa fgLlk caVkrh gSA fdUrq foØ; dh ek=kk Hkh c<+rh jgrh gS vkSj ykHk Hkh c<+rs jgrs gSaA ifjiDork dh voLFkk esa foØ;
/kheh xfr ls c<+rk gS ,oa ykHk de gksus yxrs gSaA larI` rkoLFkk esa foØ; yxHkx fLFkj gh jgrk gS fdUrq ykHk dh nj esa
deh izkjEHk gks tkrh gS( dkj.k fd lao)Zu lEcU/kh [kpkZ c<+rk gSA irukoLFkk esa foØ; ,oa ykHk nksuksa gh rhozrk ls fxjrs
gSaA ykHk&js[kk _.kkRed gks tkrh gSA ;|fi fp=k esa pkjksa voLFkkvksa dk dky cjkcj fn[kk;k x;k gS fdUrq] O;ogkj esa]
cktkj fodkl rFkk iru dh voLFkk,a fHkUu&fHkUu mRiknksa dh n'kkvksa esa fHkUu&fHkUu gksrh gSaA

m
cktkj

o
.c
a
m
a
fp=k 9.1

n
mRiknu thou&pØ ¼uokpkj djus okyh QeZ dk½

y
'kh?kz dke esa fy;s tkus okys ,oa iqu% Ø; fd;s tkus okys dqN lqfo/kk mRiknksa dk thou&pØA ¼;g m|ksx dh dqy cktkj

crykrk gS fd tks oLrq,a d

fcØh dks crykrk gS½

uesa Hkh 'kh?kz u fxjdj fLFkj jgrk gS vkSj lkekU;r% ;g dky yEck gksrk gSA
fp=k 9.1 'kh?kz mi;ksx dj yh tkrh gSa vkSj ftUgsa iqu% 'kh?kz [kjhnuk iM+rk gS] mudk foØ;
ifjiDork ,oa larf` Ir dh voLFkk
t
S

fp=k 9.2
mRiknu thou&pØ ¼uokpkj djus okyh QeZ dk½
mRikn thou pØ 157

m
fp=k 9.3
fVdkÅ oLrqvksa ds fy;s mRikn thou pØ

o
fp=k 9.3 crykrk gS fd fVdkÅ oLrqvksa dh dqy cktkj foØ; dh ek=kk fodklkoLFkk ds rqjUr ckn larf` Ir ds fcUnq rd

.c
igqap tkrh gS vkSj mudh iquLFkkZiu dh ekax ds iSnk gksus ds lkFk&lkFk c<+dj fLFkj gks tkrh gSA iquLFkkZiu dh ekax dh
xfr Hkh /kheh gks tkrh gSA bu oLrqvksa dh cktkj irukoLFkk ml le; ls çkjEHk gksrh gS tcfd cktkj fcØh LFkk;h rkSj
ij fxjus yxrh gSA a
m
fp=k 9.4 ,d m|ksx ds mRikn thou pØ dks çdV djrk gSA fp=k esa rhu oØ gSaA ,d oØ] dqy cktkj foØ; dks crykrk

a
gSA nwljk oØ çfr;ksxh Qeks± dh lkisf{kd la[;k dks crykrk gS rFkk rhljk oØ dqy cktkj ykHk dh fLFkfr dks crykrk
gSA fp=k esa ykHk oØ ls Li"V gksrk gS fd ykHk fxjrs jgus ij Hkh ,d le; rd ds fy;s ¼cktkj ifjiDork dh fLFkfr
rd½ çfrLi/khZ Qeks± dh la[;k c<+rh jgrh gSA
n
cktkj y cktkj cktkj ifjiDork cktkj iru

d çLrqrhdj.k fodkl ,oa larf` Ir

u
t
S

fp=k 9.4
m|ksx mRikn thou pØ
158 foi.ku ds fl)kUr

mRikn thou pØ dks izHkkfor djus okys ?kVd

(Factors Affecting Product Life Cycle)
tk;y Mhu ds erkuqlkj rduhdh ifjorZuksa dh xfr] cktkj&Lohdj.k dh njsa ,oa izfrLi/khZ izos'k dh fLFkfr mRikn thou
pØ dh yEckbZ dks izHkkfor djrh gSA13 izR;sd ?kVd dk laf{kIr o.kZu fuEukuqlkj gS&
1. rduhdh ifjorZuksa dh xfr% rduhdh ifjorZuksa dh xfr ftruh rhoz gksxh mRikn thou pØ dh yEckbZ mruh
gh de gksrh pyh tk;sxhA blds foijhr ;fn rduhdh ifjorZu /kheh xfr ls gksaxs rks mRiknksa dk thoudky
c<+ tk;sxkA ;gh dkj.k gS fd vesfjdk] :l] tkiku] teZuh ,oa baXyS.M tSls jk"Vªksa esa rduhdh ifjorZuksa dh
xfr Kku&foKku dh lrr uohu [kkstksa ds dkj.k dkQh c<+ xbZ vkSj ifj.kkeLo:i ogk¡ mRiknksa dk thou pØ
NksVk gksrk tk jgk gSA blds foijhr Hkkjr] yadk] cekZ] ikfdLrku ,oa caxykns'k tSls ns'kksa esa tgk¡ rduhdh
ifjorZuksa dh xfr rhoz ugha gS] mRiknksa dk thou pØ vis{kkÑr dkQh yEck gSA vesfjdk esa Vsyhfotu mRikn
larf` Ir voLFkk rd igqap x;s gSa tcfd fodkleku jk"Vªksa esa Vsyhfotu mRikn izLrqrhdj.k dh voLFkk esa gS] blh
rjg vesfjdk esa fctyh pkfyr VkbijkbVj cktkj&fodklkoLFkk dks ikj dj jgk gS] tcfd Hkkjr esa vHkh budk
fuekZ.k Hkh iw.kZ O;kikfjd Lrj ij ugha gks ik;k gSA

m
2. cktkj LohÑfr dh njsa (Rates of Market Acceptance): cktkj LohÑfr dh xfr vFkok nj ds rhoz gksus
ij Hkh mRikn thou&pØ NksVk gksrk pyk tkrk gS vkSj bl nj ds /khes gksus ij mRikn thou pØ yEck gksrk
o
pyk tkrk gSA cktkj&LohÑfr dh nj xzkgdksa ,oa miHkksDrkvksa dh vkfFkZd fLFkfr] thou Lrj] 'kS{kf.kd Lrj]

.c
/kkfeZd ,oa lkaLÑfrd ijEijk] HkkSxksfyd okrkoj.k vkfn vusd ckrksa ij fuHkZj djrh gSa ;g ?kVd crykrk gS
fd le`f)'kkyh jk"Vªksa esa uokpkj dh vko';drk D;ksa rhozrk ls vuqHko dh tkrh gS vkSj iqjkus mRiknksa dk LFkku

3.
uohu mRikn xzg.k djrs pys tkrs gSaA
a
izfrLi/kkZ izos'k dh fLFkfr (Case of Competitive Entry): ;fn izfr;ksfxrk rhoz gksrh gS vkSj mRikn dk
m
thou pØ visf{kr NksVk gks tkrk gSA blds foijhr ;fn uokpkj djus okyh QeZ dk mRikn ,slk gS fd mlds

a
fodkl ,oa izLrqrhdj.k esa vf/kd le; ,oa /ku [kpZ gksus dh lEHkkouk gS rFkk mRikn rduhdh tfVyrk fy,
gq, gSa ,oa mlds fy, Lo;a dk vuqla/kku&dk;Z vko';d gS rks izfr;ksfxrk rhoz ugha gks ldrhA ifj.kkeLo:i
oLrqvksa dk thou pØ yEck gksxkA
n
y
mi;qZDr ?kVdksa ds vfrfjDr fuEufyf[kr ?kVd Hkh mRikn thou pØ dks izHkkfor djrs gSa&
4. isVsUV }kjk lajf{kr mRikn
d ,dLokf/kdkjksa }kjk lafj{kr mRiknksa dk
(Products Protected by Patents):

u
thou pØ vU; mRiknksa dh rqyuk esa vf/kd yEck gksrk gSA bu mRiknksa dh fodklkoLFkk vis{kkÑr yEch gksrh
gSA T;ksa&T;ksa bu mRiknksa dh ,dLo laj{k.k vof/k lekIr gksus dks vkrh gS R;ksa&R;ksa budk mRikn thou pØ
ifjiDork dh t voLFkk ij igqap tkrk gSA vU; leku mRiknksa }kjk dher izfr;ksfxrk fd;s tkus ij os mRikn

5.
S
viuh fodklkoLFkk ls rqjUr mPpLrjh; izfrLi/khZ ifjiDork voLFkk ij igaqp tkrs gSaA
vkfFkZd 'kfDr;k¡ (Economic Forces): vkdZ isVu dk n`<+ er gS fd ewyHkwr vkfFkZd 'kfDr;k¡ lrr :i ls
mRiknksa dh thou pØ lajpuk dks cny jgh gSaA mnkgj.k ds fy, Ñf"k cktkj egÙoiw.kZ ifjorZu dh izfØ;k
ds nkSj ls xqtj jgk gSA NksVs Ñ"kdksa ds LFkku ij lgdkjh lfefr;ksa ,oa Ñf"k fuxeksa }kjk Ñf"k dk;Z lEié djus
dh izof` Ùk c<+ jgh gSA bl izof` Ùk ds ifj.kkeLo:i Ñf"k mRiknksa ds forj.k gsrq U;wure ,oa o`gr~ forjdksa dh
lgk;rk ysuh gksxh ftlls Ñf"k&mRiknksa ds thou pØ dks rhoz xfr izkIr gksxh vkSj mudk thou pØ NksVk gksrk
pyk tk;sxkA

13
"The length of the product life cycle is governed by the rates of technical changes, the rates of market acceptance and the case of
the competitive entry". – Joel Dean
mRikn thou pØ 159

6. lsfooxhZ; jhfr&uhfr (Personnel Strategy): mRikn thou pØ dh fofHké voLFkkvksa esa fofHké izdkj dh
;ksX;rk ,oa {kerk j[kus okys mPpkf/kdkfj;ksa dh vko';drk gksrh gSA blfy, igys ls gh bl vko';drk dk
vuqeku yxkdj ,sls mPpkf/kdkfj;ksa dh miyfC/k laLFkk dks djk nh tkrh gS] mRikn thou pØ dks nh?kkZ;q cukus
gsrq ijeko';d gksrh gSA mnkgj.k ds fy,] mRikn ds izLrqrhdj.k dh voLFkk esa vuqlU/kku ,oa bathfu;fjax]
fodklkoLFkk esa fuekZ.kh] ifjiDork voLFkk esa foi.ku rFkk irukoLFkk esa foÙkh; o lEiw.kZ izcU/k fu.kZ; pkrq;Z
ijeko';d gksrk gSA blfy, ;fn dksbZ laLFkk bu lHkh mPpkf/kdkfj;ksa dks feykdj fØ;kRed vf/kdkfj;ksa dk
,d lUrqfyr lewg laxfBr dj ns rks mRikn thou pØ dh lHkh voLFkkvksa esa laLFkk Hkyh izdkj vius lk/kuksa
,oa {kerkvksa dk fonksgu dj ldrh gSA blls Li"V gS fd lsfooxhZ; jhfr&uhfr;k¡ Hkh mRikn thou pØ dks
izHkkfor djrh gSaA
mRikn thou pØ dh mi;ksfxrk
1. ykHk o`f) ds fy, : mRikn dh izLrqrhdj.k dh fLFkfr dks de ls de djds 'kh?kzkfr'kh?kz mldh rhoz fodkl
dh vof/k dks yEck djds vf/kd ykHk vftZr fd;k tk ldrk gSA
2. foi.ku jhfr&uhfr ds fy, vk/kkj: mRikn thou pØ dh fofHké voLFkkvksa dks dq'ky foi.ku izcU/kd ;Fkksfpr
foi.ku dk;ZØeksa }kjk ifjofrZr dj u dsoy mRikn ykxrksa dks de dj ldrk gS cfYd mRikn dks irukoLFkk

m
dh vksj tkus ls jksd ldrk gSa vesfjdk ds feuhlksVh jkT; esa fLFkr ,d dEiuh us lu~ 1973 esa fdlh ,d vU;
dEiuh ds biuk uked czkaM tks fdlh le; izfl) czkaM Fkk] irukoLFkk esa igaqpus ij u;h iSfdax fof/k }kjk mls
iqu% [;kfr ij igq¡pk fn;kA14
o
.c
3. iwokZuqeku ds fy,: foi.ku izcU/kd mRikn thou pØ dh fofHké voLFkkvksa esa vkus okyh leL;kvksa dk iwokZuqeku
}kjk irk yxkdj muds mfpr lek/kku ds fy, le; ij foi.ku jhfr&uhfr;ksa dk fuekZ.k dj ldrs gSaA
4.
a
uo&mRiknksa ds fu;kstu dk vk/kkj: mRikn thou pØ dk v/;;u uo&mRiknksa ds izLrqrhdj.k o fodkl
lEcUèkh ;kstuk rS;kj djus o mUgsa dk;kZfUor djus esa ,d egÙoiw.kZ vk/kkj gks ldrk gSA
5. m
fu;U=k.k midj.k ds :i esa: fofHké mRiknksa ds thou pØksa ds v/;;u ls dEiuh vius uohu mRikn dh thou

a
pØ voLFkk Kkr dj ldrh gS o mRikn foØ; lEcU/kh uhfr;ksa dh leh{kk dj mRikn fodkl gsrq le; ij dksbZ

n
mi;qDr fu.kZ; ys ldrh gSA
uohu mRiknksa ds fodkl dh vksj /;ku: ftl izdkj euq"; vej ugha gS mlh izdkj mRikn dk Hkh iru vo';
y
6.
gSA ;s fopkj QeZ ds orZeku mRiknksa ds LFkkukié dh vksj foi.ku izcU/k dk /;ku vkdf"kZr djrk gSA ;Fkkle;

d
u;s mRiknksa ds fodkl u gksus ij QeZ dks O;olk; esa viuk iwoZ LFkku cuk;s j[kuk dfBu gksxkA
7.
u
mRikn thou pØ dh izR;sd voLFkk ds fy, fHké&fHké foi.ku dk;ZØe dh vko';drk dk Kku: mRikn

t
thou pØ dh vyx&vyx voLFkkvksa ds fy, vyx&vyx foi.ku dk;ZØeksa dh vko';drk gksrh gSA ,d gh
çdkj ds foi.ku dk;Z mRikn dh vyx&vyx voLFkkvksa esa ,d lk Qy ugha nsrsA mnkgj.kkFkZ mRikn iru
S
voLFkk esa fd;k tkus okyk foØ; lao)Zu dk;Z fo'ks"k Qynk;d ugha gksxkA foØ; lao)Zu dk;Z dh vko';drk
mRikn izLrqrhdj.k o mldh fodkl voLFkk ds le; vf/kd gksrh gSA blh voLFkk esa u dsoy fcØh vf/kd nj
ls c<+rh gS cfYd izfr bdkbZ ykHk Hkh vf/kd gksrk gSA15
8. fofHké mRiknksa dh egÙkk le>us ds fy,: ,d QeZ ds fofHké mRikn] thou pØ dh fofHké voLFkkvksa esa gksrs
gSaA fdl mRikn ij vf/kd foØ; lao)Zu foKkiu [kpZ djuk vf/kd ykHknk;d gksxk bldk irk mRikn thou
pØ ds vk/kkj ij yxk;k tk ldrk gSA

14
How purchasing manager apply the product life cycle theory – David R. Rink – Indian Journal of Marketing. October, 1977, pp. 25-
30.
15
The product life cycle: A Key to Strategic Marketing Planning by John Esmallwood, MSU Business Topic, winter, 1973, pp.29-35.
160 foi.ku ds fl)kUr

9. ykHkkuqekuksa ds fy,: mRikn thou dh fofHké voLFkkvksa esa ykHkksa dh fLFkfr ds ckjs esa iwoZ tkudkjh fey ldrh
gSA oLrq ykHkksa ij oLrq thou pØ dk izHkko gksrk gSA mRikn izLrqrhdj.k voLFkk esa ykHk u gksdj gkfu gh gksrh
gSA ifjiDork o larf` Ir voLFkk esa ykHk dh njksa esa fxjkoV dh izof` Ùk ikbZ tkrh gS] tcfd mRikn irukoLFkk
esa mRikn ds foØ; ij u dsoy gkfu gksrh gS cfYd gkfu dh nj esa o`f) gksrh gSA

mRikn thou pØ fopkj/kkjk dk ewY;kadu

(Evaluation of the Product Life Cycle Concept)
O;kogkfjd foi.ku {ks=k esa] ;g ns[kus esa vkrk gS fd vusd mRiknksa ds lEcU/k esa mRikn thou pØ fopkj/kkjk ykxw ugha
gks ikrh gSA ,slh viokntud fLFkfr;k¡ bl fopkj/kkjk dh mikns;rk dks 'kadk dh n`f"V ls ns[kus ij foo'k djrh gSA
mnkgj.k ds fy,] vusd miHkksDrk oLrq;sa] fof'k"Vrk mRikn ,oa izfr"Bk&;ksX; (Venerable) mRikn] thou pØ
fopkj/kkjk ls u rks izHkkfor gksrs gSa vkSj u gh mldk vuqeku djrs gSaA vkS"kf/k;k¡] ,dLo nok;sa] iSdcUn [kk|&lkexzh]
lkbfdysa] ,slh gh miHkksDrk oLrq;sa ,oa fof'k"Vrk mRikn gSa ftu ij mRikn thou pØ ds ncko dksbZ izHkko ugha Mky
ikrs gSaA blh rjg czsM] twrs] dks;yk] lhesUV] bZaV] rkEck] bLikr vkfn os mRikn gSa tks mRikn thou pØ dh lajpuk ds
vuq:i foi.ku O;ogkj izdV ugha dj ikrs gSaA

m
oLrqr% mRikn thou pØ dh fopkj/kkjk dh oS/krk dks pqukSrh nsus okys ?kVdksa ds eq[; lzksr gSa tks bl izdkj gSa&

o
¼v½ mRiknu&forj.k izfØ;k dk vFkZ'kkL=k (Economics of Production Distribution Process): vusd mRikn
tSls ,dLo }kjk lajf{kr mRikn] thvks ,oa thus nks dh uhfr esa fo'okl j[kus okys mRikndksa ds mRikn] Hkkjh

.c
ek=kk esa czkaM foKkiu ij [kpZ djus okys mRikndksa ;k forjdksa ds mRikn] ,dkf/kdkjh fLFkfr okys mRikn vkfn
mRiknu&forj.k izfØ;k ds vFkZ'kkL=k }kjk lajf{kr ,oa ekxZnf'kZr gksrs gSa vkSj mRikn thou pØ ds izfr
udkjkRed izof` Ùk iznf'kZr djrh gSaA a
¼c½ uo&mRikn ifjHkk"kk (Definition of New Product):
ldrh gS\ bl fLFkfr us Hkh mRikn thou pØ dks 'kafdr m uo&mRikn fdls ekuk tk;s] mldh D;k ifjHkk"kk gks
cuk fn;k gSA O;ogkj esa] vf/kdrj mRikn u;s u gksdj
a
la'kksf/kr mRikn gksrs gSaA blfy, ;g fu/kkZfjr djuk dkQh dfBu gS fd dc ,d u;k mRikn viuh pØ dh ifjfèk
ls xqtj jgk gS vkSj dc og vius ekr`&mRikn
n (Mother Product) ds thou pØ dh ifjf/k ds vklikl ?kwe

gSA mnkgj.k ds fy,] fQYVj flxjsy

jgs gSa\ bl fLFkfr us mRikn thou pØ dh fopkj/kkjk ds izfr 'kadk;sa iSnk dh gSa vkSj mlds egÙo dks de fd;k
V lknk flxjsV dh rqyuk esa la'kksf/kr mRikn ekuk tk;s ;k u;k mRikn] jaxhu
Vsyhfotu dks dkys ;k lQsd n Vsyhfotu dh rqyuk esa la'kksf/kr mRikn ekusa ;k u;k mRikn vkfn fLFkfr;k¡ mRikn

u
thou pØ fopkj/kkjk dh mikns;rk dks lUnsg dh n`f"V ls ns[krh gSA
¼l½
t mRikn thou pØ/kkjk mPp izcU/kdksa dk /;ku uo&mRikn izLrqrhdj.k dh vksj vfèkd
orZeku mRiknksa dh rqyuk esa uo&mRikn fodkl ij vf/kd /;ku (More Emphasis on the Development

vkdf"kZrS
of New Product):
djrk gSA vuqHko crkrk gS fd uo&mRikn dh xzkgd LohÑfr izkIr djus ds fy, vf/kd le; yxrk
gS rFkk vR;f/kd tksf[ke o [kpZ dk Hkkj lgu djuk iM+rk gSA16
¼n½ vusd mRiknksa ds thou&pØ dh voLFkkvksa dk fu/kkZj.k dfBu gksuk (Difficult to Determine the Stages
of the Life Cycle of Many Products): mRikn thou pØ esa of.kZr voLFkkvksa ds ckjs esa fuf'prrk ls dqN
ugha dgk tk ldrkA ;g Hkfo";ksfDr fd mRikn thou pØ vxyh voLFkk dc vk;sxh o fdruh vof/k dh gksxh
rFkk ml voLFkk esa mRikn foØ; jkf'k fdruh gksxh] djuk ,d nq"dj dk;Z gSA

16
Forget the product life cycle concept – Nariman M. Dhalla & Yuspeh, Sonia, Harward Business Review Jan...-Feb., 1976, p.102
mRikn thou pØ 161

¼;½ mRikn dh fcØh esa ifjorZu gksrs jguk (Changes in the Product Sale): dHkh&dHkh ;g ns[kus esa vkrk
gS fd mRikn dh fcØh dqN le; ds fy, de gksdj iqu% c<+us yx tkrh gS vFkkZr~ mRikn dh fcØh ?kVrh&c<+rh
jgrh gSA ,slh ifjfLFkfr esa mRikn fdl voLFkk esa gS ifj'kq)rk ds lkFk crkuk dfBu dk;Z gksxkA
¼j½ vusd mRiknksa dh ifjiDork voLFkk dk yEck gksuk (Many Product have Long and Prosperious
Maturity Stage): dqN mRiknksa dh ifjiDo fLFkfr dh vof/k euq"; thou ls Hkh vf/kd jgh gS rFkk muds }kjk
bu fLFkfr dks ikj djus dh lEHkkouk n`f"Vxr ugha gksrh gS] mnkgj.kkFkZ ^^Ldkp fOgLdh**] ^^Ýsap ij¶;we** bR;kfnA
bl mi;qZDr of.kZr vkifÙk;ksa] vuqÙkfjr 'kadkvksa ,oa viokntud fLFkfr;ksa dh fo|ekurk ds ckotwn Hkh mRikn
thou pØ fopkj/kkjk ,d egÙoiw.kZ fu;kstu midj.k gS ftldks Hkyh izdkj iz;qDr djus ij laLFkk viuh
foi.ku {kerkvksa ,oa lk/kuksa dk fonksgu visf{kr ykHkktZu njksa ds lkFk dj ldrh gSA ;gh ugha vfirq vius
mRiknksa ds thou pØ dks yEck djus ,oa Lo;a dh izfrLi/khZ fLFkfr dks lqn<` + cuk;s j[kus ds fy, mRikn thou
pØ fopkj/kkjk dk mi;ksx dj ldrh gSA blfy,] mRiknksa ds thou dks yEck cukus] foi.ku dk;ZØeksa ds fuekZ.k
dks izHkkoh cukus] ykHkksa ds iwokZuqeku yxkus rFkk QeZ dh foi.ku {kerkvksa o lk/kuksa ds lnqi;ksxh fonksgu dks
lEHko cukus dh n`f"V ls mRikn thou pØ fopkj/kkjk fu%lUnsg ewY;oku gSA
vkdZ isVu vius ys[k esa fy[krs gsa fd vusd dEifu;ksa dh Hkkoh mRikn fonksgu jhfr&uhfr ds fu;kstu esa mRikn

m
thou pØ fopkj/kkjk ewY;oku lkfcr gqbZ gSA mnkgj.k ds fy, tujy eksVlZ ds bl izkjfEHkd fu.kZ; us fd Hkkoh

o
lQyrk ds fy, ,d lqn<` + O;kikfjd laxBu vko';d gS] dEiuh dks ,d egÙoiw.kZ izfrLi/khZ gfFk;kj miyCèk
fd;k tcfd vkVkseksckbYl ifjiDork dh voLFkk ij igqap pqdh FkhA blh rjg] LVSokVZ&okjuj] jsfFkvu ,oa

.c
LVªksecxZ&dkyZlu dEifu;ksa us Vsyhfotu mRiknu ds {ks=k ls Vsyhfotu mRikn dh ifjiDork voLFkk ds
izkjfEHkd pj.k esa gh gVus ds tks fu.kZ; fy;s os crykrs gSa fd mRikn thou pØ ds ncko muds fo#) dk;Z'khy
a
FksA17 ;g dFku Li"V djrk gS fd tks dEifu;k¡ vius mRiknksa ds thou pØ dh voLFkkvksa dks Hkyh izdkj le>
ysrh gSa os lQyrk izkIr djrh gSa rFkk tks ugha le> ikrh gSa mUgsa uqdlku mBkuk iM+rk gSA mnkgj.k ds fy,
m
ftu dEifu;ksa us xSl&jsÝjhtjsVj ds ifjiDork voLFkk esa igqap tkus ds ckn Hkh mlds mRikn dk forj.k dk

a
fu.kZ; fy;k mUgsa vfUrer% gVuk iM+kA vr,o] foi.ku izcU/kdksa dks mRikn thou pØ dk Kku gksuk vko';d

n
gS rkfd os mRikn ds foi.ku dk Hkyh izdkj ls izcU/k dj ldsa vkSj mldh irukoLFkk dks yEcs le; rd ds
fy, LFkfxr dj ldsa vFkok mi;qDr le; esa ,d u;s mRikn ds lkFk cktkj esa izfo"V gks ldsa vFkok le; ij
cktkj&{ks=k ls gV ldsaA
y
d
MkW0 ch- ch- dUly mRikn thou pØ fopkj/kkjk ds egÙo dks Hkkjrh; lUnHkZ esa Lohdkjrs gq, fy[krs gsa fd

u
fdl izdkj ,d fo[;kr Hkkjrh; dEiuh tks fd lkcqu cspus dk dk;Z djrh Fkh vius mRikn ds thou pØ ls
vufHkK gksus ds QyLo:i ?kVrh gqbZ fcØh dk dkj.k ugha tku ik;h vkSj cktkj dk fonksgu ugha dj ldhA
t
dUly fy[krs gSa fd dqN o"kZ iwoZ dEiuh dk foØ;&oØ vuqdwy Fkk ftls ns[kdj dEiuh lapkydksa ,oa
S
izcU/kdksa dks izlérk Fkh fd dherksa esa o`f) gksus ds mijkUr Hkh foØ; c<+ jgk gSA fdUrq] ;dk;d lkcqu dh fcØh
de gks x;h vkSj dEiuh&lapkydksa }kjk bldk dkj.k iwNs tkus ij foi.ku izcU/kdksa us fLFkfr u le> ikus dh
ckr crykbZA oLrqr% fcØh de gksus dk dkj.k muds }kjk foi.ku uhfr esa fd;k x;k ekewyh ifjorZu Fkh ftlds
}kjk mlus foØ; laxBu dks lkcqu ds u;s cktkjksa esa izos'k djus ij vfrfjDr Je o /ku O;; u djus dk funZs'k
fn;k FkkA ;fn foi.ku izcU/kd mRikn thou pØ dh voLFkkvksa ls iwjh rjg fHkK gksrk rks foØ; esa deh ugha
vk ikrh] D;ksafd mRikn thou pØ ds vkpj.k dks tkuus okys bl rF; ls ifjfpr gksrs gSa fd c<+rh gqbZ dhersa
lUrks"kizn foØ;&izof` Ùk esa ck/kk Mky ldrh gSa vkSj u;s cktkjksa dh [kkst vFkok vU; mi;qDr foi.ku&jhfr&uhfr
dk ç;ksx mRikn&thou pØ esa uo jDr lapkj ds fy, ijeko';d gSA

17
Ibid, op, cit.
162 foi.ku ds fl)kUr

la{ksi esa] ;g dgk tkrk gS fd vf/kdka'k mRiknksa dk thou pØ gksrk gS rFkk ,sls pØ dh fofHké voLFkkvksa dk
Kku izcU/k le;kuqdwy jhfr&uhfr;ksa dh iz;qfDr ,oa mudks ifjofrZr djus esa lg;ksx djrk gS rkfd vf/kdre
ykHk vftZr fd;s tk ldsaA
mRikn thou pØ ds nkSjku foi.ku O;wgjpuk;sa
(Marketing Strategies During the Product Life Cycle)
izca/kd vius Lo;a ds foi.ku dk;ZØe dk fu;kstu dh izR;sd voLFkk esa Kku ds vkn'kZHkwr vH;kl ds funZs'ku esa mi;ksx
djrk gSA ;|fi ;g Kku okLro esa ;g ugha crkrk fd izca/kd dks D;k djuk pkfg,A la{ksi esa oLrq thou pØ dk fopkj
;g gS fd fdlh oLrq dh izfrLi/kkZ ,oa cktkj esa thou pØ ds le; D;k fLFkfr jgsxhA foi.kudrkZ thou pØ dks le>rs
gq, ;g iz;Ru djrk gS fd fdl rjg ls bldks vf/kd ls vf/kd c<+k;k tk ldrk gSA oLrq thou pØ dh izR;sd voLFkk
ls foi.ku dh eq[; fo'ks"krk,as fuEu gSa%&
izkjfEHkd voLFkk (Stage of Infancy)
1. mRiknu {kerk dks c<+kus esa foyac (Delay in increasing productive capacity)
2. rduhdh leL;k (Technical problems)
3.
m
xzkgd dks oLrq miyC/k djkus esa nsjh] fo'ks"kdj QqVdj foØsrk }kjk mfpr forj.k djus esa nsjh (Delay in making

o
product available to customers–delay in distribution)
xzkgd viuh [kjhnus dh vknr ds Lo:i esa ifjorZu esa v:fp izdV djrk gSA (Customers hesitant in

.c
4.
changing preference)
¼v½ bl dky esa izorZu O;; vdlj foØ; ds vuqikr ls vf/kd gksrs gSa ;g blfy, ugha gksrk fd foØ; de gS cfYd
a
vf/kd blfy, gS fd izorZu iz;Ru mPp Lrj ds gSaA mPp Lrj dh vko';drk fuEu ds fy, gSA

m
laHkkfor xzkgdksa dks ubZ vkSj vutku oLrq ds ckjs esa lwpuk nsukA oLrq dks izHkkfor djus ds fy, tkap] QqVdj
nqdkuksa esa forj.k djus ds fy,A
¼c½ a
izkjafHkd voLFkk ds le; esa lkekU;r;k ewY; Å¡ps gksrs (Cost in high) D;ksafd lkisf{kr mRiknu njksa ds de gksus

n
ls ykxr vf/kd gksrh gSA mRiknu dh rduhdh leL;k ds ckjs esa iwjk Kku ugha gksrkA Hkkjh izorZu [kpkZsa dks iwjk

y
djus ds fy, mPp ekftZu pkfg, tks fodkl ds fy, vko';d gaSA
izfrLi/khZ de (Few competitors) gksrs gSaA
d
5.
6. Åaph vk; lewg dks fcØh (Sales to higher income groups)
7. u
izkjafHkd ekax esa o`f) (Primary demand cultivation)
8. t
lhfer forj.k (Limited distribution)
S
dqN mRikn ,sls Hkh gksrs gSa tks izkjafHkd voLFkk esa gh lekIr gks tkrs gSa&mnkgj.k ds fy, 1. tkok LdwVj tks izkjafHkd
voLFkk esa gh u py ldkA 2. fju lksuk ;g lkcqu dk pwjk Fkk&tks izkjafHkd voLFkk esa gh lekIr gks x;kA
fodkl dh voLFkk (Stage of Growth)
vxj mRikn lQy gksrk gS] rks foØ; rhoz xfr ls c<+uk izkjaHk gksrk gSA yksx oLrq ds ckjs esa tku tkrs gSa vkSj mls ikus
ds fy, iz;Ru djrs gSaA izorZu O;; iw.kZr;k Åaps jgrs gSa] ;|fi os foØ; ds lkFk vuqikr esa de gksrs tkrs gSa D;ksafd foØ;
rst xfr ls c<+rk gSA foØ; ds lkFk foi.ku O;; esa vkuqikfrd deh gksrh gS tks bl voLFkk esa Åapk ykHk iznku djus
ds fy, egRoiw.kZ ;ksxnku gSA
daiuh vf/kdre ykHk izkIr djus ds fy, ewY; Åaps j[krh gS rc rd 1. ;g fo'okl j[krh gS fd bl voLFkk esa de ls
de ewY; ls cktkj esa vR;ar vf/kd ek=kk esa izos'k dj ldsaxsA 2. mlds ikl i;kZIr mRiknu dh {kerk gS ;k vf/kd {kerk
mRikn thou pØ 163

gSA 3. izfrLi/khZ cktkj esa vkuk izkjaHk dj nsaxs blfy, og cktkj esa de ewY; j[kus dh bPNk j[krh gSA tc rd ewY;
i;kZIr :i esa foØ; u c<+k ns] rhoz xfr ds fodkl dh voLFkk esa ;g ykHk ds Lrj dks de djrk gSA gj ekeys esa bl
voLFkk ds le; esa ewY; dks de djus dh izof` Ùk gksrh gSA
LVqvkV o Vsyj ds vuqlkj fodkl voLFkk dh nwljh fo'ks"krk,a bl izdkj gSa%&
1. dbZ izfrLif/kZ;ksa esa o`f)] 2. dqN eq[; mRiknksa esa lq/kkj] 3. js[kk mRiknu i)fr] 4. nwljs cktkj foHkktukssa esa izos'k]
5. forj.k ds fudkl esa o`f) gksuk] 6. O;olk;h cgqjs[kh; uhfr dks viukrs gSa] 7. pquh gqbZ ekax esa o`f)A

ifjiDork dh voLFkk (Stage of Maturity)

var esa foØ; dh o`f) dh xfr /khjs&/khjs de gks tkrh gS vkSj ml fcanq rd igaqp tkrh gS tgka dbZ laHkkfor xzkgd oLrq
dk mi;ksx dj pqds gksrs gSaA ;g ewY; esa deh O;kikfjd lhek vkSj ykHk dks ?kVkus ij tksj nsrh gSA detksj izfrLi/khZ
m|ksx dks NksM+ nsrs gSaA foØ; var esa mu Øsrkvksa dh iqu% de nj dks fuf'pr djrk gS tks mRikn dks larq"V ikrs gSaA okLro
esa foØ; tula[;k o`f) vkSj vk; esa o`f) ls lacaf/kr gksrk gSA
;g fodkl dh voLFkk ls yEch voLFkk gksrh gS] ;g foi.ku izca/k dqN eq[; pqukSfr;ksa dks j[krh gSA dbZ mRikn thou
pØ esa ifjiDork dh voLFkk eas gksrs gSaA blfy, vf/kdka'kr% foi.ku izca/k bl ifjiDo mRiknksa dk O;ogkj djrk gSA

m
bl dky esa izeq[k izfrLi/khZ vPNk iz;kl djrs gSa] mudh foi.ku uhfr vkSj czkaM /kkj.kk vPNh rjg ls tkuh tkrh gS vkSj

o
xzkgd dh HkfDr vkSj cktkj va'k LoPNrk ls fLFkj gksrs gSaA ykxr ds fudV rd ewY; fxjrs gaSA bl izdkj ykHk lhek
lkekU; Lrj rd de gks tkrh gSA

.c
bl dky esa izorZu O;; foØ; ds lkekU; vuqikr rd igqap tkrs gSa tks mRiknu ykxr dh n`f"V ls lgs tk ldsaA dbZ

a
izfrLi/khZ yxHkx izorZu dk [kpZ foØ; ds leku vuqikr esa [kpZ djrs gSa vkSj dqN blesa o`f) djus dk lkgl djrs gSaA
os vuqHko djrs gSa fd laiw.kZ m|ksx esa ykxr ls vf/kd izorZu Hkkj ls os dsoy vLFkk;h ykHk gh izkIr dj ldsaxsA blds

m
LFkku ij izfrLi/khZ fn, gq, izorZu ctV dk mÙke mi;ksx djus dk ekxZ [kkst ysrs gSaA mÙke foKkiu lk/ku dh [kkst
ds iz;Ru ds fy, O;; fd;k tkrk gS] tks Lej.kh; vkSj vkd"kZd gks QeZ ds vuqdwy cktkj va'k dks vkd"kZd cukrs gSaA
a
izorZu ctV dk cM+k Hkkx xzkgd vkSj O;kikj O;ogkj ij [kpZ fd;k tkrk gSA

nds fy, izfrLi/kkZ ls izfrLi/khZ vk'kk blesa ,d :irk gksrh gSA

fo'ks"k :i ls ewY; de ¼uje½ vkSj mRikn foHkktu
bl dky esa dbZ daifu;ka mRikn ds u,y
1. mi;ksx] ubZ mRikn ds rRo vkSj 'kq)rk] vkSj cktkj foHkktu esa o`f)
2. 3.

d
ds fy, eq[; :i ls vk'kk j[krh gSA ukbyksu dh lQy [kkst u, mi;ksx ds fy, foØ; vkSj ykHk dks iwjk djus ds fy,

uDrk fVdkÅ mRikn ds u, mi;ksx ds vf/kd lhfer volj gksrs gSa vkSj bl izdkj fuekZ.k
ifjiDo voLFkk esa gqbZ FkhA

foi.kdrkZ ubZ mRikn dst

nwljk ifjiDo mRikn tSls] miHkks

fxjkoV ;k dehS
rRo ;k cktkj foHkktu ds fy, mRlqd jgrs gSaA
dh voLFkk (Stage of Decline)
dbZ mRikn ds izk:i vkSj czkaM var esa foØ; fxjkoV ds dky esa izos'k djrs gSaA mRikn ds thou pØ esa fxjkoV dh voLFkk
esa igqapus ij mldh tkap dh tkrh gS vkSj foi.ku dk;Z dfeZ;ksa }kjk bu ekiksa dks dke esa ykuk pkfg, ¼v½ mRikn ds
u, mi;ksxksa dh [kkst] ¼c½ mRikn ds foØ; ds fy, u, cktkj esa izos'k] ¼l½ mRikn esa lq/kkj ;k ifjorZuA
Åij crk, x, eq[; LoHkko oLrq dh fxjrh gqbZ voLFkk ;k deh dh voLFkk rd igaqapus ls jksd ugha ldrs blfy,
izfrLièkhZ cktkj esa yach ekspkZcanh ubZ oLrq ds fodkl dh gksuh pkfg,A tSls gh mRikn fxjkoV dh voLFkk esa igaqprh gS
daiuh dks izFke u, mi;ksx] u, cktkj vkSj ifjorZu ds iz;kl] vkSj f}rh; fQj ls u;s mRiknksa ds fodkl dh O;oLFkk
djuh pkfg,A
164 foi.ku ds fl)kUr

mRikn thou pØ dh mi;qZDr O;k[;k ls ge fu.kZ; fudkyrs gSa fd mRikn thou pØ fopkj/kkjk foi.ku dk;ZdrkZvksa
ds fy, egRoiw.kZ lk/ku gSa ftls os cktkj iwokZuqeku] fu;kstu vkSj fu;a=k.k ds mi;ksx esa ykrs gSa ;|fi ;g vuqeku djuk
cgqr dfBu gS fd dc rd fo'ks"k mRikn ml fo'ks"k pj.k rd igqapsxh] izcU/kd dks tkuuk pkfg, fd u;s mRikn ifjiDork
vkSj fxjkoV dh voLFkk rFkk bu Lrjksa ls lacaf/kr leL;kvksa rd vo'; igqapsxhA mRikn thou pØ izR;sd voLFkk dh
izfrLi/kkZ foi.ku ekspkZcUnh dh lwpuk,a iznku djrk gS] blfy, izca/kd u, mRiknksa ds mi;ksxksa] u, foi.kh;ksa rFkk mRikn
ifjorZu ds laca/k esa iwoZ ;kstuk,a cuk ldrk gSA

m
o
fp=k 9.4: mRikn dks fxjkoV fLFkfr ij igaqpus ls jksdus ds fy, iSekus

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(Measures to check a Product from reaching the declining stage)

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y
d
u
fp=k 9.5: izfrLi/kkZ dk eqdkcyk djus ,oa mRikn thou pØ dks c<+kus ds fy, ubZ oLrq dks cktkj esa ykuk

t
(Introduction of New Production in the Market to meet Competition and extend Product life cycle)

S
Hkkjr esa mRikn fodkl dk foLrkj
(Extent of Product Development in India)
fodkl LokHkkfod :i ls gksus okyh ?kVuk gSA izR;sd mRikn dk fodkl gksrk gSA lekt dk fodkl gksrk gSA
mRikn fodkl foLr`r 'kCn gS vkSj lkekU;r% blds rhu :i gSa 1. u;s mRikn dk fodkl (New Product Development)
2. mRikn lq/kkj (Product Improvement), 3. mRikn ds u;s mi;ksx (New Uses of Product)A lk/kkj.k 'kCnksa esa ge
mRikn fodkl dks mu fØ;kvksa ls ifjHkkf"kr djrs gSa ftuds }kjk xzkgdksa dh ubZ fodflr bPNkvksa vkSj vko';drkvksa
dks mRikn ¼ifjofrZr½ ;k u;s mRikn dk fodkl ;k pkyw mRikn esa ifjorZu ls lacaf/kr fd;k tkrk gSA
orZeku foi.ku izca/k xzkgd iz/kku gS tks xfr'khy xzkgd ds lkFk lkFk vfuok;Z :i ls pyrk gSA Hkkjr esa orZeku esa ,slk
dksbZ xzkgd] m|ksx ;k mRikn ugha gS tks xr chl o"kZ iwoZ FkkA ftu fofHké iqjkus mRiknksa dk vkt ge mi;ksx djrs gSa]
mRikn thou pØ 165

os iqjkus mRiknksa ds leku ugha gS cfYd mueas lq/kkj ;k ifjorZu gqvk gSA vkSj blh izdkj dk ifjorZu Hkkjr ds izR;sd
m|ksx esa gqvk gsA ns'k ds fofHké m|ksxksa esa mRikn fodkl o ifjorZu dk fooj.k fuEufyf[kr gS%&
1. lwrh oL=k m|ksx (Cotton Textile Industry): lcls igys lwrh oL=k m|ksx dks ysa&Lora=krk vkSj Lons'kh
vkanksyu ds iwoZ dkWVu m|ksx dh feysa lwrh oL=k vkSj [kknh nks izdkj dk oL=k cukrh FkhaA yfdu xr pkj ikap
n'kdksa ls m|ksx us dbZ euq";ksa }kjk cuk;k Ñf=ke js'kk (Synthetic Fibre) tSls js;ku] Vsjhu] ikfyLVj] js'ks fefJr
js'ks] ok'k ,u fopj vkSj ("Easy care cloths") dk fodkl fd;kA
blds lkFk&lkFk rS;kj fd, oL=kksa (Ready made garments) dk Hkh cM+s foLr`r :i ls fodkl gqvk gSA vc
djhc&djhc lc rjg ds vkSj lc izdkj ds xzkgdksa ds fy, oL=k feyrs gSa] tSls QqyisaV] flYd] VkbZ] deht]
dqrkZ thUl] Vh 'kVZ vkfnA
2. twV m|ksx (Jute Industry): Hkkjr ds vk/kkjHkwr m|ksxksa esa twV m|ksx Hkh ,d gSA bl m|ksx esa Hkh foLr`r :i
ls mRikn dk fodkl fd;k x;k gSA twV oLrq ds iajijkoknh mi;ksxksa esa tSls&iSfdax (Packing)] jLlh cukuk
(Rope making) vkfn vkrs gSaA gky ds o"kkZsa esa twV ds u;s mRikn ,oa mi;ksx dk fodkl Hkkjrh; twV m|ksx
vuqla/kku la?k (Indian Jute Industries Research Association) }kjk fd;k x;k gSA
vc twV m|ksx] pVkbZ nhokj <dus ds fy, (Wall Coverings) vkSj inkZsa ds fy, twV js'kksa dk mRiknu djrk gSA

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bl {ks=k ds vUrxZr orZeku esa vf/kd izdk'ke; vkSj uje twV js'kksa dk mRiknu gksrk gS tks iks'kkd fuekZ.k ds
fy, mi;ksxh gSA vHkh Hkh twV ds u;s mRikn ds mi;ksx ds ckjs esa vuqla/kku fØ;k tkjh gSA
3. o
IykfLVd m|ksx (Plastic Industry): bl m|ksx us mRikn ds foLr`r {ks=k dh O;oLFkk dh gS tgka foLr`r

.c
mRiknu gqvk gSA IykfLVd mRikn fdlh Hkh izdkj ds mi;ksx ds fy, miyC/k gSA blus IykfLVd isij] /kkrq] Xykl]
jcj] peM+k] oL=k vkSj isij vkfn miHkksDrk rFkk vkS|ksfxd mRiknksa dks izfrLFkkfir fd;k x;k gSA xr iPphl
a
o"kkZsa ls IykfLVd m|ksx us dbZ ?kjsyw mi;ksxh mRiknksa dk fodkl fd;k gS tSls ckYVh vkfnA mlus lkt&ltkoV
ds mís'; ls Hkh dbZ mRiknksa dk fodkl fd;k gS] tSls IykfLVd ds Qwy] ewfrZ;ka] fp=k vkfnA iqLrd ca/ku
(Binding) ds fy, Hkh IykfLVd dk mi;ksx fd;k tkrk gSA
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lkSan;Z&izlk/ku m|ksx (Cosmetics Industry): lkSan;Z&izlk/ku mRiknksa dk Hkh nwljs {ks=k esa mPp lhek rd

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fodkl gqvk gSA mnkgj.k ds fy, <aMh ØhEl] fousf'kax psgjk lkQ djus dh ØhEl] 'kSEiw] /kksus dh nok (Lotions)
rjy eSdvi fofHké 'ksfoax Øhe] 'ksfoax ds ckn yxkus dk yks'ku] jstj CysM vkfnA
y
bl Js.kh esa dbZ ckyksa ds rsy] cky dks dkyk djus ds jax vkSj ckyksa dh Øhe vkfn vkrs gSaA VwFk isLV ¼nar eatu½

d
dk fodkl xr nl o"kkZas esa rhoz xfr ls gqvkA ge orZeku esa DyksjksfQy ¶ywjkbM ;qDr (Chlorophyl, Fluride ;qDr½

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VwFk isLV dke esa ykrs gSa tks orZeku m|ksx fodkl dk mnkgj.k gSA bUgha m|ksxksa esa okf'kax ,tsaV~l vkrs gSaA m|ksx
us bl {ks=k esa dbZ oLrqvksa dk fodkl fd;k gSA tSls /kksus dk ikmMj] /kksus dh fVfd;k] rjy lkcqu] fofHké Luku
t
djus ds lkcqu ;k fXyljhu ;k dkjcksfud lkcqu vkfnA

S
Q'kZ lkQ djus okys ikfy'k ds {ks=k esa ;g m|ksx fodkl dh izkjafHkd voLFkk esa gSA bl {ks=k esa m|ksx us dqN
oLrqvksa dk fodkl fd;k gS] tSls foe] ch> vkSj ,Dly budk mi;ksx jlksbZ ds crZu] Q'kZ] dVksjh ;k rLrjh
/kksus] deksM ;k Mªsu ikbi ds fy, MhMksjsaV (Deodorant) nqxZ/kuk'kd ds :i esa vkSj nwljs LokLF; laca/kh midj.kksa
ds fy, gksrk gSA
5. [kk| m|ksx (Food Industry): bl m|ksx us orZeku esa mRikn fodkl dk vPNk foLrkj fd;k gSA cPpksa ds
Hkkstu] Msjh dh oLrqvksa] eqjCck] U;wVªhu ¼iks"kd vkgkj½ ikmMj] mPp izksVhu ;qDr vkgkj&inkFkZ vkSj feBkbZ;ksa dk
fodkl fd;k gSA
'kjkc us dqN pedhys mnkgj.k is'k fd;s gSaA ;g tkudj vk'p;Z gksxk fd Hkkjr us fOgLdh vkSj ftu dh fo'o
izfr;ksfxrk esa flYoj esMy dk buke thrkA fdlh dks Hkh Lo.kZ esMy ugha fn;k x;kA
166 foi.ku ds fl)kUr

6. nokbZ;ka (Medicines): nokbZ;ksa ds {ks=k esa cgqr vuqla/kku gks jgs gSaA fofHké dBksj nokvksa dk fodkl gqvk gS]
tSls isuflfyu ds batSD'kUl vkSj lsaVªy ujol flLVe vkSj ân; jksxksa ls lacaf/kr nokbZ;ka o izfrtho
(Antibiotics) vkfn dk fodkl gqvk gSA
bu tfVy nokbZ;ksa ds lkFk fofHké ?kjsyw nokbZ;ksa dk Hkh fodkl gqvk gSA dbZ iqjkuh nokbZ;ksa esa muds lw=k vkSj
ifj.kke esa Hkh lq/kkj vkSj ifjorZu gqvk gSA ^^ekbØksQkbu,Lizks** blds fy, mÙke mnkgj.k gSA orZeku esa LokLF;
lq/kkjd vkSj iqf"Vdj oLrq,a Hkh miyC/k gSaA tSls dEiyku] ohok] Qsjksy] gkSjfyDl] QSjDl] izksfVuSDl vkfnA
izksVhu fcLdqV vkSj foVkfeu dh xksfy;ksa dk orZeku esa fodkl gqvk gSA
7. iz;kstuh; ;a=k m|ksx (Household Equipments): ;g fuLlansg fodkl'khy] lq/kkjk tkus okyk vkSj
iforZu'khy m|ksx gSA ge izR;sd ekg ubZ fMtkbu] u, ekWMy ds jsfM;ksa vkSj VªkaftLVj ns[krs gSaA xzg midj.k
o crZu m|ksx ds {ks=k esa LVsuysl LVhy] fgUMsfy;e vkSj IykfLVd midj.k dk fodkl gqvk gSA tSls izs'kj dqdj]
ghVj] feDlh VksLVj] bysfDVªd dsVyh] vksoUl vkSj fofHké LVksoA tyok;q fu;a=k.k ds midj.k dk fodkl orZeku
esa gqvk gSA tSls dqdj] jsÝhtjsVj] ,;j daMh'kulZ] :e ghVj] okVjdwyj vkfnA
jsfM;ks] VªkaftLVj vkSj fjdkMZ&Iys;lZ vkfn lc oLrqvksa dk vf/kd fodkl gqvk gSA orZeku fodkl dh izof` Ùk
jsfM;ksxzke VsifjdkMZ vkSj LVhfj;ks flLVe dh vksj gSA Vsyhfotu m|ksx mRikn fodkl ds mPp foLrkj dk nwljk
orZeku mnkgj.k izLrqr djrk gSA ;g m|ksx rhoz xfr ls fodkl dj jgk gSA
8. m
vkS|ksfxd eky (Industrial Products): vkS|ksfxd mRiknksa ds {ks=k esa gekjs m|ksx rhoz xfr ls fodkl dj jgs
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gSaA e'khu midj.k ,d mnkgj.k gSA xr nks n'kkfCn;ksa esa e'khu vkSj Vwy tSls Grinders, Drills, Lathes vkSj

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Electric Hammer vkfn dk fodkl gqvk gSA
bysfDVªd e'khu vkSj midj.kksa ds {ks=k esa Generators, Oil Engines, Electric Motors, Transformers, Fuse

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System midj.k ds lkFk gh Thermal Hydraulic Power Plants dk Hkh fodkl gqvk gSA
ySai ds {ks=k esa ge djhc izR;sd izdkj ds mís'; ds fy, ySai miyC/k dj ldrs gSa] tSls jksM ykbfVax ySai] tujy
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ykbfVax ySai] ¶yksjLdsaV cYc vkSj V~;wCl] edZjh cYc] uhvksu cYc] Vªsu ykbfVax ySai] xkfM+;ksa ds ySai] gSM ySai
vkSj [knku ds mís'; ds fy, ySaiA
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lans'kokgu ds ;a=k vkSj dk;kZy; midj.k esa fodkl] fofHké miyC/k oLrqvksa ds izfr&izHkkfor gksrk gSA tSls
vkVks&,Dlpsat] VsyhQksu] VsyhfizaVlZ vkSj bysfDVªd VkbijkbVj dk fodkl gqvk gSA
9. y
ifjogu ,oa lans'kokgu m|ksx (Transport & Communications Industry): u, ekWMy dh dkj] LdwVj]
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eksVj lkbdy] eksisM vkfn cgqrk;r ls cu jgs gSaA Hkkjrh; lkbdy dk dkQh fodkl gqvk gS vkSj bruk foLrkj

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gqvk gS fd ge ;w-,l-,-] ;wjksi ds ns'kksa vkSj dqN ,sf'k;u ns'kksa dks fu;kZr djrs gSaA ,d ;k nks izdkj dh NksVh

t
dkjksa dk Hkh fodkl gqvk gSA
dsoy oLrq dk gh ugha] xr nks n'kkfCn;ksa esa fofHké lsokvksa dk fodkl vkSj lq/kkj Hkh gqvk gSA fofHké okf.kfT;d
S
vkSj foÙkh; lsok,a] fdLe vkSj izeki laca/kh fu;a=k.k tSls ISI, Ag. mark, Sanforized vkfn] cSad vkSj chek lsok,a
vkfn bu lcdk fodkl vkSj lq/kkj gqvk gSA lans'kokgu lsokvksa ds fodkl dk foLrkj Hkh foy{k.k gSA ge tkurs
gSa fd jkt/kkuh vkSj fofHké 'kgjkas tSls ckEcs] dydÙkk] enzkl vkfn ds chp lh/kh VsyhQksu ykbusa gSa] vc rks ns'k
ds yxHkx lHkh NksVs&cM+s 'kgjksa esa lh/kh VsyhQksu lsok (STD) miyC/k gks xbZ gSA izlkj.k lsokvksa dk xr 25
o"kks± esa i;kZIr fodkl gqvk gSA vkdk'kok.kh dsanz rFkk izlkj.k dsUnz yxHkx iwjs ns'k esa LFkkfir gks x;s gSaA nwjn'kZu
lsok;sa Hkh ns'k dh 70% ls vf/kd tula[;k dks miyC/k gks xbZ gSsaA
lekpkj lsokvksa vkSj lekpkj i=kksa esa Hkh dkQh foLrkj ls fodkl gqvk gSA vktdy gekjs ikl Lo;a dh lekpkj
,tsasfl;ka gSa] tSls (UNI, PTI) VsyhfizaVlZ] VsysDl rFkk QSDl flLVe ds fodkl ls gesa vf/kd tYnh vkSj rktk
lekpkj lsokvksa dh lqfo/kk;sa feyrh gSaA
mRikn thou pØ 167

xr nks n'kkfCn;ksa esa foKkiu lsokvksa vkSj foKkiu esa Hkh fo'kky iSekus ij fodkl gqvk gSA bl {ks=k esa orZeku
fodkl jsfM;ks ,oa Vsyhfotu }kjk foKkiu gSA
ifjogu m|ksx Hkh vf/kd ihNs ugha gSA bl m|ksx esa Hkh lsokvksa dk fodkl mPp f'k[kj rd gqvk gSA Hkkjrh;
jsyos dh orZeku rst vuqefr izkIr jkt/kkuh ,Dlizsl] 'krkCnh ,Dlizsl xkfM+;ka gSaA cgqr lh xkfM+;ka okrkuqdwfyr
gSaA fnYyh&dydÙkk ds chp iw.kZ fo|qrhdj.k gks pqdk gSA 'kh?kz gh fnYyh&cEcbZ] cEcbZ&dydÙkk ds chp enzkl
ds chp fo|qrhdj.k iwjk gks tk;sxkA dydÙkk 'kgj esa feVªks&Hkwfexr jsy lsok 'kq: gks xbZ gSA
vc jksM ifjogu dh lsok,a vf/kd izHkko'kkyh vkSj vf/kd ykHknk;d gSaA Vªd Hkkjr ds izR;sd vkSj fdlh Hkh
LFkku ij eky ys tkrs gSaA cl rks NksVs&NksVs xkaoksa esa Hkh tkus yxh gSaA
xr nks n'kkfCn;ksa esa ,d vkSj {ks=k ftlesa Hkkjr us [;kfr ik;h gS] og fQYe m|ksx gS Hkkjrh; fQYe m|ksx fdLe
vkSj izeki esa lq/kkj dj jgk gSA
Hkkjr dk fQYe m|ksx fo'o esa lcls cM+k gS tgka izfro"kZ cM+h ek=kk esa fQYeksa dk fuekZ.k gksrk gSA gekjh fQYeksa
us fofHké fQYe lekjksgksa esa dbZ varjkZ"Vªh; buke thrs gSaA
la{ksi esa ;g xr 25 o"kkZsa ds fofHké Hkkjrh; m|ksxksa esa mRikn fodkl ds foLrkj dk ,sfrgkfld fooj.k gSA ;g
fooj.k ;g izdV djrk gS fd 20-25 o"kZ iwoZ Hkkjr esa m|ksxksa dk tks :i Fkk oSlk vc ugha gSA lHkh m|ksxksa us

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rhoz xfr ls fodkl fd;k gS vkSj ns'k dh fodkl çfØ;k esa i;kZIr ;ksxnku fd;k gSA mUgksaus ?kM+h dh lwb;ksa dh

o
rjg c<+rs gq, izxfr dj ns'k dk fodkl fd;k gSA
iz'u
(Question)
. c
1.
a
^,d QeZ ds lEiw.kZ foi.ku dk;ZØe ds fy, mRikn fu;kstu vkjaHk LFkku gSA* foospu dhft,A
"Product Planning is a starting point for an overall marketing programme', Discuss it.

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168 foi.ku ds fl)kUr

v/;k;&10
dher fu/kkZj.k
(Pricing)
O;olk; esa ewY; fu/kkZj.k cgqr gh egRoIkw.kZ gSA bldk dkj.k ;g gS fd ewY; ekax ,oa iwfrZ nksuksa dks gh izHkkfor djrk
gSA ;fn ewY; vf/kd gksrk gSA rks mldh ekax de gksrh gS ysfdu ;fn ewY; de gksrk gS rks ekax vf/kd gksrh gSA blh izdkj
iwfrZ Hkh ewY; ls izHkkfor gksrh gSA oLrq ds ekSfnzd ewY; dkss n'kkZus ds fy, dher 'kCn dk iz;ksx fd;k tkrk gSA

dher dk vFkZ

m
(Meaning of Price)

o
,d lk/kkj.k O;fDr dh n`f"V esa dher dk vFk Z ml jkf'k ls gS tks fd ,d mRikn ds Ø; djus ij nh tkrh gSA okLro
esa *dher* dk vFkZ le>us ds fy, gesa dher ds lkFk&lkFk eqY; vkSj mi;ksfxrk 'kCnksa ds vFkZ dks Hkh le>uk vko';d

.c
gSA mi;ksfxrk (Utility) oLrq dh fo'kss"krk ;k xq.k dks dgrs gSa] tks mls vko';d lUrqf"V ds ;ksX; cukrh gSA nwljh vksj
,d mRikn fofu;e }kjk ftrus mRiknksa dks vkd£"kr djus ;k izkIr djus dh 'kfDr j[krk gSA mls ifjek.kkRed :i esa
izdV djuk gh ml mRikn dk eqY; dgykrk gSA
ifjHkk"kk
a
(Definition) m
a
okYVu gsfeYVu (Walton Hamilton) ds vuqlkj] Þdher mu lHkh n'kkvksa dk ekSfæd lkj gS tks ,d mRikn dk ewY; iznku

n
djrh gSAß
ewY; dk vFkZ fofHkUu izdkj ds O;kikfj;ksa ds fy, fofHkUu gSA tSls ,d fuekZrk dks tks izfrQy Fkksd O;kikjh nsrk gS og
y
fuekZrk ds fy, ewY; gSA Fkksd O;kikjh tks izfrQy QqVdj O;kikjh ls olwy djrk gS og Fkksd O;kikjh dk ewY; gSA blh

d
izdkj miHkksDrk tks izfrQy QqVdj O;kikjh dks nsrk gS og QqVdj O;kikjh dk ewY; gSA
dher ds vax
u
t
(Components of Price)

S
ykxr o ykHk feydj dher dk fuekZ.k djrs gSA fdlh mRikn ;k oLrq ds fy, yh tkus okyh dher ds fuEufyf[kr rhu
vax gksrs gS&
1- ewy ykxr (Original Cost): ewy ykxr ls vk'k; dPps eky dh ykxr (Cost of Raw Materials) ls gSA
2- rS;kjh ykxr (Preparation Cost): ,d mRikn dks foØ; ;ksX; cukus ds fy, O;; dh tkus okyh jkf'k rS;kjh
ykxr dgykrh gSA
3- ykHk lhek (Profit Margin): blesa dsoy O;olk;h ds okLrfod ykHk dks gh lfEefyr ugha fd;k tkrk] cfYd
fuEufyf[kr O;;ksa dks Hkh lfEefyr fd;k tkrk gS& v- lsok O;; (Service Expenses), c- foi.ku O;;
(Marketing Expenses) rFkk iz'kklukRed O;; (Administration Expenses)A
v- lsok O;;&lsok O;; oLrq ds fufeZr gks tkus ds Ik'pkr~ fy;s tkrs gSaA mnkgj.k ds fy,] tc ,d fuekZrk
xzkgdksa dks fu%'kqYd lqiqnZxh dh lqfo/kk nsrk gS rks bl ij fd;k tkus okyk fu%'kqYd izf'k{k.k] lykg vFkok
vU; lsok,a blesa lfEefyr dh tkrh gSaA
dher fu/kkZj.k 169

c- foi.ku O;;&oLrq dks xzkgdksa dh vko';drk ds vuq#Ik cukdj mlls xzkgdksa dh vko';drkvksa dks lUrq"V
djus ij vkus okys O;; foi.ku O;; dgykrs gSaA
l- iz'kklukRed O;;&blesa vusd O;; lfEefyr fd;s tkrs gS] tSls _.k&Ik=k C;kt (Debentures interest),
cU/kd C;kt (Mortgage interest), lapkyd 'kqYd (Director’s fees), oS/kkfud O;; (Legal expenses),
dk;kZy; O;; (Office expenses), Mwcr _.k lap; (Provision for bad debts) vkfnA

foi.ku izfØ;k esa dher fu/kkZj.k dk egÙo

(Importance of Pricing in Marketing Process)
izR;sd QeZ ds fy, mRiknksa vkSj lsokvksa dh dherksa dk r; djuk vko';d gksrk gSA dkj.k fd blds fCkuk mRikn o lsokvksa
dk Ø; foØ; lEHko ugha gks ikrkA mRikn lEcU/kh dher fufr;k¡ vkSj ewY; fu.kZ;u QeZ ds ykHk&gkfu dks izHkkfor djrs
gSaA fdlh QeZ dh lQyrk ;k foQyrk mlds izcU/kdksa }kjk viukbZ tkus okyh dher uhfr;ksa o fu.kZ;ksa ls izHkkfor gksrh
gSA vr% ,d QeZ ds fy, LoLFk dher uhfr;ksa ds fodkl ds egÙo dks bUdkj ugha fd;k tk ldrkA
foi.ku izfØ;k esa mRikn ewY; lEcU/kh fu.kZ;ksa dk fo'ks"k egÙo fuEu dkj.kksa ls gS&
1- dher foi.ku feJ.k (Marketing mix) ds pkj egÙoiw.kZ ?kVdksa&mRikn] LFkku] lao)Zu vkSj ewY; esa ls ,d ?kVd
m
gS ftls foi.ku y{; dh izkfIr ds fy, ,d izHkko'kkyh vkStkj ds #Ik esa foi.ku izcU/k iz;qDr dj ldrk gSA

o
^dher* xzkgdksa esa mRikn Nfo (Product image) dk fodkl djrh gSA *dher* mRikn ds izfr xzkgd /kkj.kk dks
vuqdwy vFkok izfrdwy cukrh gSA1 blds vfrfjDr vusd foØ; lao)Zu rduhdksa ds ykxw djus ds Ik'pkr~ Hkh

.c
mRikn dh fcØh bl ckr ij fuHkZj djsxh fd mldk ewY; visf{kr ewY; lhek esa gS ;k ughaA2 mRikn&fu;kstu
Hkh mRikn ewY; ls izHkkfor gksrk gSA mnkgj.kkFkZ] mRikn dh fdLe esa lq/kkj tc gh fd;k tk;sxk] tcfd xzkgd
a
fdLe ds lq/kkj ds fy, vfrfjDr dher nsus dks rS;kj gksA ;fn fdlh mRikn dk ewY; mfpr ugha gS rks mlds
forj.k esa dfBukbZ vk ldrh gSA dkj.k dh mldh fcØh ds fy, Ek/;LFk vklkuh ls ugha fey ikrsA mRikn ds
m
foKkiu vkSj oS;fDrd foØ;.k ij [kpZ dh tkus okyh jkf'k Hkh mRikn ewY; ls izHkkfor gksrh gSA vFkkZr~ ;fn

a
oLrq esa bl izdkj ds O;;ksa dks mBkus dh {kerk gS rks ,sls O;; fd;s tk ldrs gS] vU;Fkk ughaA

n
2- mRikn dk ewY; mldh ek¡x dk fu/kkZjd gksrk gSA og QeZ izfrLi/khZ o cktkj va'k dks izHkkfor djrk gS]
ifj.kkeLo#Ik mRikn&dher] QeZ dh vk; vkSj ykHkksa ij xgjk izHkko Mkyrh gSA QeZ dh vk; foØ; dh xbZ
y
bdkb;ksa vkSj bdkbZ&dher ds xq.kuQy ds cjkcj gksrh gSA foØ; dh xbZ bdkbZ;ksa dh ykxr dks muls izkIr

d
vk; esa ls ckdh fudkyus ls ykHk jkf'k Kkr gks tkrh gSaA bl izdkj QeZ ds ykHk mRikn dh dherksa ij fuHkZj

u
djrs gSaA blds vfrfjDr fdlh lhek rd ykxrsa mRikn dh ek=kk dk ifj.kke gS vkSj ykxrsa Lo;a mudh dherksa
}kjk ekih tkrh gSaA bl izdkj ykxr fu/kkZj.k Hkh dherksa ij fuHkZj djrk gSA
3- t
mRikn dh cktkj dher etnwfj;kas] fdjk;k&HkkM+k] C;kt vkSj ykHkksa dks izHkkfor djrh gSA bl #i esa dher
S
lEiw.kZ vFkZO;oLFkk dh ,d cqfu;knh fofu;U=kd (Regulator) gSA mRiknu&ewY; QeZ ds lk/kuksa ds forj.k dks
izHkkfor djrs gSA Å¡ph etnwfj;k¡ Je dks] Å¡ph C;kt njsa iw¡th dks] Å¡pk fdjk;k Hwkfe dks vkSj Å¡pk ykHk lkgfl;ksa
dks vkd£"kr djrk gSA
4- i¡wthoknh vFkZO;oLFkk esa dherksa dks ,d iz/kku fØ;k ekuk tkrk gSA ;g ,d /kqjh gSA ftlds pkjksa vksj vFkZO;oLFkk
pDdj yxkrh gSA vr% dher fu/kkZj.k lEcU/kh fu.kZ;ksa esa fdlh izdkj dh viw.kZrk,¡ lEiw.kZ iz.kkyh esa vusd izdkj
dh dfe;ksa dks tUe nsrh gSA

1. Kent B. Monroe : “Buyer’s Subjective Perception of Price”, Journal of Marketing Research, Feb. 73.
2. For details read Zarrel V. Lambert’s “Product Perception : An Important Variable in Price Strategy”, Journal of Marketing, Oct.
1970.
170 foi.ku ds fl)kUr

5- fiNys dqN n'kdksa esa fo'oO;kih eqnzk LQhfr us mRikn&ewY; fu/kkZj.k dh egÙkk dks vkSj Hkh c<+k fn;k gSA eqæk&
LQhfr dks fu;U=k.k esa ykus ds fy, fofHkUu i{kksa dk dk /;ku mRikn ewY;ksa ds fu;U=k.k dh vksj vkd£"kr gqvk
gSA vusd ns'kksa dh ljdkjksa us vko';d oLrqvksa ds ewY;ksa dks fu;fer vkSj fu;fU=kr djus ds fy, fu;e cuk,
gSaA bl izdkj fdlh QeZ dh ewY; fufr;k¡ ljdkjh fu;eksa] fu;U=k.kksa rFkk gLr{ksiksa dks vkd`"V djrh gSaA
vHkkoxzLr vFkZO;oLFkkvksa vkSj fodkleku jk"Vªksa esa mRikn&dherksa ij vkSj Hkh fo'ks"k /;ku nsus dh vko';drk
gksrh gSA dkj.k fd ,slh vFkZO;oLFkkvksa vkSj jk"Vªksa eas ,d vksj mRiknu ds lk/ku de gksrs gSa rks nwljh vksj
vfèkdrj tuLka[;k xjhc gksrh gSA
6- ewY; uhfr;k¡ Hkkoh fu.kZ;ksa esa leUo; dk dk;Z bl izdkj djrh gSa fd QeZ ds y{;ksa dh iwfrZ dh tk ldsA QeZ
ds mRikn ewY;ksa esa vusd i{k izHkkfor gksrs gSa tSls&e/;LFk] iw£rdÙkkZ] ljdkj] dEiuh ds izcU/kd] deZpkjh
miHkksDrk bR;kfnA vr% dher fu.kZ;ksa dks cM+s /;ku ls ysus dh vko';drk gksrh gSA
7- foi.ku ewY; uhfr;ksa dh egÙkk ml cktkj LFkku dh fo'ks"krkvksa ij fuHkZj djrh gS tgk¡ foi.ku mRikn dk foØ;
djuk pkgrk gSA mu cktkjksa esa tgk¡ dM+h izfrLi/kkZ] u;s mRikn izos'k dh vf/kd vko`fÙk] izfrLif)Z;ksa ds ykxr
<k¡ps esa vUrj gksrk gS ogk¡ ewY; fu/kkZj.k dk fo'ks"k egÙo gksrk gSA

dher fu/kkZj.k ds mís';

(Pricing Objectives) m
o
dsiyu vkSj Mhjyke }kjk fd;s x;s vuqlU/kkuksa ls Kkr gksrk gS fd ,d laLFkk fuEu mís';ksa esa ls fdlh dks vk/kkj ekudj

.c
vius mRikn dk ewY; fu/kkZj.k djrh gSA3 &
(i) fofu;ksx vFkok 'kq) fcØh ij yf{kr izfrQy dh nj (Target Rate of Return on Investments or on
a
Net Sales): vusd Qes± fofu;ksftr iw¡th ij vFkok 'kq) fcØh ij ,d iwoZ fuf'pr nj ls ykHk dekus dk mís';
r; dj ysrh gSA mRikn&dher fu/kkZfjr djrs oDr ;g /;ku esa j[kk tkrk gS fd mRikn dh dher ,slh vo';
m
gks ftlds }kjk iwoZ&fu/kkZfjr nj ls ykHk dek ldsA QeZ blh ykHk&nj ls lUrq"V jgrh gS] ;|fi gks ldrk gS

a
fd vU; ewY;ksa ij QeZ dh ykHk nj vf/kd vkrh gksA ;g uhfr mu laLFkkvksa }kjk viukbZ tkrh gS tks vius
vkS|ksfxd {ks=kksa esa usrk gS vFkok ftUgsa {ks=k&fo'ks"k esa mRikn cspus dk laj{k.k izkIr gSA
(ii) n
ewY; fLFkjrk (Price Stabilisation): fofHkUu laLFkkvksa dk m)s'; ewY;ksa es fLFkjrk cuk, j[kuk gksrk gS rkfd
y
mRikn esa xzkgdksa dk fo'okl lnSo cuk jgsA bl izdkj dh uhfr viukus okyh laLFkk,¡ izk;% vius&vius {ks=k

d
esa usrk gksrh gS vkSj muds mRikn&ewY; ,d fuf'pr vof/k ds fy, ifjofrZr ugha fd;s tkrsA ,slh laLFkk,¡ c<+rs
gq, cktkj ewY; ds le; vius mRiknksa ds ewY; u dsoy fLFkj j[krh gSa cfYd muds ckjs esa foKkiu djokrh
u
gSa rkfd xzkgd /kks[ks esa vkdj vf/kd ewY; u ns ikosaA ewY;&fLFkjrk dk mís'; izk;% lkekftd mÙkjnkf;Ro dh
t
Hkkouk dks ysdj vFkok Øsrkvksa esa QeZ dh izfr"Bk o`f) ds fy, fd;k tkrk gSA
(iii)
S
cktkj fgLlk cuk, j[kuk vFkok mlesa o`f) djuk (Maintain or Improve Market Share): pw¡fd vusd
Qes± vius cktkj va'k dk fu/kkZj.k dj ysrh gSa rFkk dqN ifjfLFkfr;ksa esa fo'ks"kr;k mRikn dh c<+rh gqbZ ek¡x ds
le;] cktkj va'k fdlh QeZ dh izxfr dk ,d vPNk |ksrd ekuk tkrk gS] blfy, ,d QeZ dk mís'; cktkj
va'k dks cuk;s j[kuk vFkok o`f) djuk Hkh gks ldrk gSA
(iv) izfr;ksfxrk dk lkeuk djuk vFkok mls nwj fd;k tkuk (Meet or Prevent Competition): dbZ Qes±
izfrLi)hZ mRiknksa ds ewY;ksa dks /;ku esa j[krs gq, Lo;a ds mRiknksa dh dherksa dks r; djrh gSa rkfd os izfr;ksxh
Qeks± ds lkeus fVd ldsaA vusd ckj ykxrksa ls Hkh ewY; uhps j[ks tkrs gaSA ijUrq ;g fLFkfr yEcs le; rd ugha
py ikrh gSA vr% mRikn ykxrksa dks de djus dh ps"Vk dh tkrh gSA
3
ADH Kaplan, Joel B Dirlam and Robert F. Lonzilloitt, “Pricing Objectives in Large Companies’, American Economic Review,
Dec. 1958 pp. 921-948.
dher fu/kkZj.k 171

(v) ykHkksa dks vf/kdre djuk (Maximise the Profits): vf/kdrj O;kolkf;d laLFkk,¡ vf/kdre ykHkktuZ
djuk pkgrh gSaA vr% os ykHkksa dks vf/kdre djus ds mís';ksa dks /;ku esa j[krs gq, mRikn ewY; dk fu/kkZj.k djrh
gSA
Qeks± }kjk ykHkksa dks vf/kdre djus dh izof` Ùk dks vDlj dj vPNh n`f"V ls ugha ns[kk tkrk gSA vusd O;fDr
fdlh QeZ }kjk ykHkksa dks vf/kdre djus dk vfHkizk; vf/kd ewY;ksa] ykHk[kksjh ,oa ,dkf/kdkj }kjk miHkksDrkvksa
ds 'kks"k.k djus ls ysrs gaSA ;|fi bl izdkj dh /kkj.kk lnSo lgh ugha gksrh gSA fdlh QeZ }kjk vf/kd ewY; olwy
djus vFkok mRiknu ij ,dkf/kdkj dh fLFkfr ds dkj.k oLrqvksa dh deh gksus ij LFkkukiUu oLrqvksa dk fodkl
gksus yxrk gSA oLrq eg¡xh gksus ij xzkgd Ø; dks Hkh LFkfxr dj nsrs gaSA lkoZtfud fojks/k Hkh c<+rk gS rFkk
gLr{ksi dh lEHkkouk gksrh gSA blfy, vf/kd ewY; yEcs le; rd fVd ugha ikrsA
nh?kZdky esa ykHk dks vf/kdre djus dh uhfr] fuekZrk] miHkksDrk o lekt ds fy, ykHknk;d gksrh gSA dq'ky
Qes± jg ikrh gSa vkSj vdq'ky Qeks± dk dk;Z cUn gks tk ldrs gSA vf/kd ykHk dekus okyh Qeks± dh vksj iw¡th
vkd£"kr gksrh gSA vf/kd ykHk gksus ij mRikn ds ewY; Hkh mfpr j[ks tkrs gSa vkSj izfr;ksxh Qeks± ds fodkl ds
dkj.k mRikn dh iw£r cktkj ek¡x ds vuqdwy gks tkrh gSA blls miHkksDrkvksa dks mfpr dher ij oLrq,¡ cjkcj
miyC/k gksrh jgrh gSaA lekt ds lk/kuksa dk mi;ksx Hkh mu {ks=k esa gksrk gsS tks vf/kd ykHke;h gSA
nh?kZdky esa ykHk dks vf/kdre djus ds fy, Qeks± }kjk dbZ ckj izkjfEHkd o"kks± esa uqdlku lgu djuk iM+ ldrk
m
gSA mnkgj.kkFkZ u;s cktkjksa esa izos'k ikus vFkok uo&mRikn dh ek¡x mRiUu djus gsrq dher de j[kh tkrh gSA

o
ek¡x mRiUu djus ds fy, fgUnqLrku yhoj fyfeVsM us RIN lkcqu dh dher izkjEHk esa blhfy, de j[khA ckn

.c
esa ek¡x c<+ tkus ij dEiuh }kjk lkcqu dh dher c<+k nh x;hA
ykHk dks vf/kdre djus dk ,d rjhdk ;g Hkh gks ldrk gS fd QeZ vius vusd mRiknksa esa ls ,d mRikn dk

a
ewY; de j[kdj xzkgdksa dks vU; mRiknksa ds Ø; ds fy, Hkh vkd£"kr dj ldrh gSA mnkgj.kkFkZ] ,d diM+s
dk nqdkunkj fdlh fo'ks"k izdkj ds diM+s dk ewY; de djus dk foKkiu dj xzkgdksa dks vkd£"kr dj ldrk

m
gS vkSj mUgsa vU; izdkj ds diM+kas ds foØ; ds fy, izsfjr dj ldrk gSA
(vi)
a
cktkj izos'kd (Market Penetration): dqN Qes± vius mRiknksa dh dher de j[krh gSa rkfd cktkj esa muds
mRiknksa dh ek¡x gks lds vkSj bl izdkj muds cktkj va'k esa o`f) dh tk ldsA mRikn dh dher dk de j[kk
n
tkuk fuEu ifjfLFkfr;ksa esa vuqdwy gksrk gS&

y
¼v½ cktkj dk cgqr gh ewY; lpsrd (Price sensitive) gksukA

d
¼c½ c<+rs gq, ek¡x ds fy, vf/kd mRiknu djus ls mRikn dh izfr bdkbZ ls ykxr de gks tkukA

u
¼l½ mRikn ewY;ksa esa deh fd;s tkus ij izfr;ksxh Qeks± dk fu:Rlkfgr gks tkukA

t
¼n½ u;s mRikn dks turk }kjk vius nSfud thou dk ,d vax cuk ysus dh lEHkkouk gksukA

S
(vii) cktkj eykbZ mrkjuk (Market Skimming): dHkh&dHkh Qeks± dk ;g mís'; jgrk gS fd os LFkkukiUu vFkok
izfr;ksxh mRiknksa ds fodflr gksus ds iwoZ vius mRiknksa dks vf/kd ls vf/kd ewY; ij cspdj vf/kdre ykHkktZu
djsA izfr;ksxh mRiknksa ds fodflr gksus ij ,slh Qes± vius mRikn dk ewY; de dj nsrh gSaA bl izdkj dh uhfr
dk ykHk ;g gS fd QeZ }kjk yxk;k gqvk /ku tYnh ykSV vkrk gSA ;g uhfr fuEu ifjfLFkfr;ksa esa lQyrkiwoZd
viuk;h tk ldrh gS&
¼v½ mRikn ds Øsrkvksa dk vf/kd ewY;ksa ls fo'ks"k izHkkfor u gksukA
¼c½ mRikn dh mRiknu ek=kk de gksus ij Hkh izfr bdkbZ mRiknu o forj.k ykxr esa vf/kd o`f) u gksukA
¼l½ vf/kd ewY;ksa ls izfrLi)hZ Qeks± dks fo'ks"k izksRlkgu feyus dh lEHkkouk u gksukA
¼n½ vf/kd ewY; dk vfHkizk; mRikn dh vPNh fdLe ls fy;k tkukA
172 foi.ku ds fl)kUr

izkjEHk esa vf/kd ewY; ij oLrq cspus dh uhfr dk ,d egÙoiw.kZ ykHk ;g gS fd vxj oLrq u fcd ikos rks
mlds ewY;ksa esa deh dh tk ldrh gS rkfd mlds foØ; esa o`f) gks ldsA blds vfrfjDr oLrqvksa ds ewY;ksa
esa deh dj cspuk vklku gSA ijUrq ?kVs gq, ewY;ksa dks ckn esa c<+kuk dfBu gksrk gSA
vf/kd ewY; ij tks oLrq csph tkrh gS ml ij mlds cktkj dks fodflr djus ds fy, foKkiu vkSj lao)Zu
[kpZ Hkh vf/kd fd, tk ldrs gSaA
(viii) udn olwyh (Cash Recovery): vusd Qeks± dh rjy fLFkfr vPNh ug° gksrh gSA dbZ ckj vusd mRiknksa dk
Hkfo"; Hkh lqjf{kr ug° yxrkA ,slh fLFkfr esa ;s Qes± vius mRiknksa dh udn fcØh dks izksRlkgu nsrh gSA buds
}kjk mRikn dh udn fcØh o m/kkj fcØh ds fy, vyx&vyx ewY; bl izdkj j[ks tkrs gSa fd xzkgd udn
Ø; dh vksj izsfjr gks ldsA
(ix) mRikn iafDr lEo)Zu (Product Line Promotion): fdlh QeZ dk mís'; mRikn iafDr dh lHkh oLrqvksa dh
fcØh c<+kus dk gks ldrk gSA bl n`f"V ls QeZ fdlh egÙoiw.kZ] izekfir vkSj yksdfiz; mRikn dk ewY; de dj
(Loss leader Pricing) xzkgdksa dks bl izdkj ds mRikn ds izfr vkd£"kr djrh gSA ijUrq lkFk gh lkFk ,sls mRikn
ds lkFk xzkgdksa ds fy, vU; ,sls mRiknksa dk Ø; djuk Hkh vko';d dj fn;k tkrk gS tks de yksdfiz; gSaA
bl izdkj de yksdfiz; mRiknksa dh fcØh Hkh c<+ tkrh gS vkSj mRikn fo'ks"k esa gksus okyh vU; gkfu mRiknksa
dh fcØh c<+kdj iwjh dj yh tkrh gSA
(x) m
vU; mís'; (Other Objectives): ewY; fu/kkZfjr djrs oDr vusd Qes± vxz mís';ksa ls izHkkfor gksrh gSa&
o
¼v½ lekt dY;k.k dk mís';] ¼c½ fodykaxksa dh lsok] ¼l½ ck<+ ihfM+r {ks=kksa dh lgk;rk bR;kfnA

.c
,d QeZ mijksDr mís';ksa dh iw£r ds fy, dqN fo'ks"k izdkj ds mRiknksa dk ewY; de j[krh gSA ewY; uhfr;k¡
dHkh&dHkh xzkgdksa dh {kerk (According to customer’s ability to pay) ds vuqlkj ewY; olwy djus ds
mís'; ls Hkh viuk;h tkrh gSA
a
m
ewY; uhfr;ksa ds izdkj
a
(Types of Price Policies)

n
ewY; fu/kkZj.k ds fofHkUu mís';ksa ,oa ewY; iz'kklu dh vko';drkvksa ds vk/kkj ij ftu fofHkUu izdkj dh uhfr;ksa dks
viuk;k tkrk gS mUgsa v/;;u dh lqfoèkkuqlkj fuEu Hkkxksa esa foHkDr fd;k tk ldrk gS&
(i) yphysiu ds vk/kkj ij y
Flexibility Basis d
yphysiu ds vk/kkj ij ewY;u
uhfr;ksa dks fuEu nks Hkkxksa esa ckaVk tk ldrk gS&
¼d½ ,d ewY; uhfrt (One Price Policy):bl ewY; uhfr ds vUrxZr leLr Øsrkvksa ls ,d gh ek=kk esa Ø; dh tkus
S
okyh oLrq ds fy, ,d gh ewY; fy;k gSA ,d ckj tks ewY; fu/kkZfjr dj fn, tkrs gSa muesa lkekU;r;k nh?kZdky
rd ifjorZu ug° fd, tkrsA mRikn ykxrksa ds c<+ tkus ij lk/kkj.kr;k mRikn&ewY;ksa esa ifjorZu u fd;k tkdj]
mRikn ds iSdsV dks NksVk dj fn;k tkrk gSA bl izdkj ewY; uhfr ds fuEufyf[kr ykHk gSa&
1- Øsrkvksa ls ,d gh ewY; olwy djus ls foØsrk ykHk ,oa fcØh dk iwokZuqeku Bhd izdkj ls dj ikrs gSa&
2- xzkgdksa dks vkSj foØsrk dks eksy&rksy djus dh vko';drk ug° gksrh vkSj bl izdkj muds le; esa Hkh
cpr gksrh gS rFkk foØsrk QeZ ds foi.ku O;; Hkh de gksrs gSaA
3- QeZ }kjk xzkgdksa ds lkFk HksnHkko dh lEHkkouk ug° jgrh vkSj bl izdkj ls xzkgdksa esa QeZ dh vPNh Nfo
dk fodkl gksrk gSA
bl ewY; uhfr dk eq[; nks"k ;g gS fd xzkgd ,d lk ewY; nsrs&nsrs mldk vknh gks tkrk gSA ewY;ksa esa
FkksM+k ifjorZu djus ij xzkgdksa ij bl izdkj ds ifjorZu dk vPNk euksoSKkfud izHkko ug° iM+rkA
dher fu/kkZj.k 173

¼[k½ yphyh ewY; uhfr (Flexible Price Policy): bl izdkj dh ewY;uhfr ds vUrxZr xzkgdksa ds vuqlkj mRikn
ds ewY;ksa dk fu/kkZj.k fd;k tkrk gSA nwljs 'kCnksa esa] ,d gh ek=kk esa mRikn Ø; djus ij xzkgdksa dks vyx&vyx
ewY;ksa ij mRikn cspk tkuk] bl uhfr dh izeq[k fo'ks"krk gSA fdlh xzkgd ls fy;k tkus okyk ewY;] mldh ns;
{kerk] eksy&Hkko djus dh 'kfDr] xzkgd dk foØsrk ls lEcU/k bR;kfn ij fuHkZj djrk gSA izk;% ;g uhfr
vizekfir oLrqvksa ds foØsrk] oL=k foØsrk] vukt foØsrk bR;kfn }kjk viukbZ tkrh gSA bl izdkj dh uhfr ls
foØsrk }kjk vyx&vyx xzkgdksa dks lUrq"V djus esa lgk;rk feyrh gSA
bl uhfr dk izeq[k nks"k ;g gS fd blds vUrxZr ,d foØsrk xzkgdksa dks lnSo ds fy, cuk ug° j[k ikrk( dkj.k
fd xzkgd dks bl ckr dk irk yx tkrk gS fd mls nwljs xzkgd dh rqyuk esa mRikn eg¡xk feyk gSA blds
vfrfjDr bl izdkj dh uhfr viukus ij ,d QeZ dh izcU/kdh; fu;U=k.k esa Hkh dfBukbZ vkrh gSA
(ii) ewY; Lrj ds vk/kkj ij
Price Level Basis
ewY; Lrj ds vk/kkj ij r; dh xbZ ewY; uhfr;k¡ fuEu izdkj dh gksrh gSa&
¼d½ izfrLi/kkZ o feyu uhfr (Competition & Meeting Policy): bl izdkj dh ewY; uhfr ds vUrxZr ,d QeZ
}kjk mRikn ewY; izfr;ksxh mRiknksa ds ewY;ksa o izfr;ksxh Qeks± }kjk dh tkus okyh izfrLi/kkZ dks /;ku esa j[kdj
m
fu/kkZfjr fd;s tkrs gSaA izfr;ksxh QeZ }kjk ewY; vf/kd vFkok de fd;s tkus ij QeZ Hkh vius mRikn ewY;ksa esa

o
vuqdwy ifjorZu djrh gSA ;g uhfr vR;f/kd izfrLi/kkZ dh fLFkfr esa viukbZ tkrh gSA

.c
¼[k½ cktkj&ewY;ksa ds v/khu vFkok Åij uhfr (Under or Above the Market Prices Policy): ^cktkj ewY;ksa
ds v/khu uhfr* ls gekjk vk'k; cktkj esa izpfyr ewY;ksa dh rqyuk esa ,d QeZ }kjk mRikn dk ewY; de j[ks

a
tkus ls gSA bl uhfr dk mís'; cktkj esa 'kh?kz izos'k djuk vFkok cktkj dk foLrkj djuk gksrk gSA
^cktkj&ewY;ksa ls Åij uhfr* dk vfHkizk; ml ewY; uhfr ls gS ftlesa ,d QeZ vius mRikn dk ewY; izpfyr

m
cktkj ewY; ls vf/kd Å¡pk fu/kkZfjr djrh gSA bl izdkj dh uhfr mu laLFkkvksa }kjk viukbZ tkrh gS ftUgsa vius
{ks=k esa [;kfr izkIr gks pqdh gS vkSj ftuds mRiknksa dh Nfo vPNh gSA bl uhfr dks viukus okyh laLFkk izk;%
a
mRikn dh fdLe ds ckjs esa miHkksDrkvksa dks xkj.Vh nsrh gS vkSj bl lEcU/k esa foKkiu vkSj lEo)Zu ij Hkh QeZ

n
}kjk vf/kd [kpkZ fd;k tkrk gSA mnkgj.kkFkZ] fycVhZ }kjk fu£er dehtsa izpfyr ewY; ls vf/kd ij csph tkrh
gSaA
(iii) fo'ks"krk ds vk/kkj ij y
Speciality Basis
d
u
fo'ks"krk ds vk/kkj ij ewY;&uhfr;k¡ fuEu izdkj dh gks ldrh gSa&
¼d½
t
yypkus okyh ewY; uhfr ;g og ewY; uhfr gS ftlesa nks fofHkUu ewY;ksa okys mRiknksa
(Bait Pricing Policy):

dks de S
dk fuekZ.k fd;k tkrk gS vkSj ,d mRikn dk de o nwljs mRikn dk vf/kd ewY; j[kk tkrk gSA loZizFke xzkgd
ewY; okyk mRikn fn[kk;k tkrk gSA blds i'pkr~ vf/kd ewY; okyk mRikn fn[kkdj igys okys mRikn
dh dfe;ksa dks cryk;k tkrk gS rkfd xzkgd vf/kd ewY; okyk mRikn Ø; dj ysA bl izdkj foØsrk }kjk igys
rks de ewY; okys mRikn dks fn[kkdj xzkgd dks vkd£"kr fd;k tkrk gS vkSj fQj mls vf/kd ewY; okys mRikn
dks Ø; djus ds fy, izsfjr fd;k tkrk gSA vr% bl ewY; uhfr dk mís'; xzkgdksa dks de ewY; okys mRiknksa
dh vksj vkd£"kr dj vf/kd ewY; okys mRiknksa dk foØ; djuk gksrk gSA
¼[k½ ewY; js[kk uhfr (Price Line Policy): bl ewY; uhfr esa ,d QeZ vius mRiknksa ds ewY; bl izdkj fuf'pr
djrh gS fd nks ewY;ksa esa ,d fuf'pr vUrj cuk jgsA mnkgj.kkFkZ ,d pIiy cukus okyh QeZ pIiyksa ds ewY;
Rs. 16, Rs. 18, Rs. 20, Rs. 22, Rs. 24, vkSj Rs. 26 fuf'pr djrh gS rks ,slh ewY; uhfr dks ^ewY; js[kk uhfr*
dgk tkrk gSA bl izdkj dh ewY; uhfr r; djrs le; fofHkUu ewY;ksa esa vUrj vf/kd ug° j[kk tkuk pkfg,
rkfd izR;sd izdkj ds xzkgdksa dh Ø; {kerk ds vuqdwy ewY; okys mRiknksa dh iw£r dh tk ldsA
174 foi.ku ds fl)kUr

;g ewY; uhfr u dsoy ljy vkSj le>kus esa vklku gS cfYd blds }kjk Øsrkvksa dks mudh Ø; {kerk ds vuqdwy
mRikn miyC/k gksus dh lEHkkouk c<+ tkrh gS] vr% QeZ dh fcØh Hkh rhoz xfr ls gksrh gSA
bl uhfr dk izeq[k nks"k ;g gS fd mRikn ykxrksa ds ?kVus vFkok c<+us ds lkFk iwoZfu/kkZfjr ewY;ksa esa ifjorZu djuk
,d dfBu dk;Z gSA
¼x½ iw.kZ mRikn js[kk ewY; uhfr (Full Product Line Price Policy): ,d laLFkk tc vusd mRiknksa dk fuekZ.k
djrh gS rks mlds fy;s izR;sd mRikn dh LFkk;h ykxr fudkyuk dfBu gks tkrk gSA bl izdkj dh ifjfLFkfr
esa iw.kZ mRikn js[kk ewY; uhfr viukbZ tkrh gSA bl uhfr ds vUrxZr mRiknksa dh ek¡x ds vk/kkj ij dqNsd mRiknksa
dh vf/kd dher] dqNsd dh de rFkk 'ks"k dh e/;e dher r; dj nh tkrh gS ftlls dqy LFkk;h mRikn ykxr
fudy vkrh gS vkSj laLFkk ds ykHkksa esa o`f) gksrh gSA
¼?k½ eykbZ mrkjus okyh ewY; uhfr (Skimming Price Policy): bl uhfr ds vUrxZr mRikn dk ewY; vf/kd
j[kdj vR;f/kd ykHkktZu dk iz;Ru fd;k tkrk gSA ;g ewY; uhfr mu mRiknksa ds fy;s Bhd gS ftUgsa orZeku
esa fdlh izdkj dh izfr;ksfxrk dk lkeuk ug° djuk iM+rkA bl fof/k dks viukus ij ,d QeZ dks cgqr ykHk
gksrk gSA u;s izfr;ksfx;ksa ds izos'k djus ij vFkok LFkkukiUu oLrqvksa dk fodkl gks tkus ij QeZ }kjk mRiknksa
ds ewY;ksa esa deh dj nh tkrh gSA bl uhfr dks ykxw djus esa lcls cM+k Mj ;g gS fd xzkgd vf/kd ewY; ij
mRikn Ø; ug° dj ikrs gSa rks lkjs iz;Ru O;FkZ gks tkrs gSaA QeZ dks nwljk Mj ;g Hkh jgrk gS fd vxj Hkfo";

m
esa izfr;ksxh oLrqvksa dk fodkl gks tkus ij ewY; esa deh dj nh tk;s rks dg° xzkgd blls QeZ ds mRikn dh
fdLe esa fxjkoV vkus dk vfHkizk; u yxk ysaA
¼p½ o
usrk vuqdj.k ewY; uhfr (Follow the Leader Price Policy): vxj ,d QeZ vius mRiknksa dk ewY; izfrLièkhZ

.c
ijUrq [;kfr izkIr QeZ ds mRiknksa ds ewY;ksa ds leku j[krh gS rks bls ^izfrLi/khZ&uhfr* vFkok ^usrk vuqdj.k ewY;
uhfr* dgk tkrk gSA bl uhfr dh fo'ks"krk ;g gS fd ewY; mRikn ykxrksa ij vk/kkfjr u gksdj izfr;ksxh mRiknksa
ds ewY;ksa ds vuqlkj j[ks tkrs gSaA
a
bl uhfr dks mu ubZ oLrqvksa ds ewY; fu/kkZj.k ds fy, viuk;k tkrk gS tks orZeku esa miyC/k mRiknksa ls vfèkd
m
fHkUu vFkok fof'k"V ug° gksrh vkSj ftuesa vR;f/kd izfrLi/kkZ cuh jgrh gSA
¼N½
a
cktkj&izos'kd ewY; uhfr (Market Penetration Price Policy): ;g uhfr ml le; viukbZ tkrh gS tcfd

n
fdlh u;s mRikn dks cktkj esa yk;k tkrk gSA QeZ }kjk uo&mRikn dk ewY; bruk de j[kk tkrk gS fd cktkj
esa mldh ek¡x mRiUu dh tk lds vkSj izfr;ksxh Qeks± ds lkeus fVdk tk ldsA cktkj esa QeZ ds mRikn dh ek¡x
y
vPNh gks tkus ij vU; ykHkdkjh uhfr viukbZ tk ldrh gSA
¼t½
d
gkfu usrk ewY; uhfr (Loss Leader Pricing Policy): bl uhfr ds vUrxZr ,d QeZ }kjk vius dqN izeq[k
vkSj [;kfriw.kZ mRiknksa ds ewY;ksa esa dVkSrh dj nh tkrh gS vkSj bldk vR;f/kd foKkiu fd;k tkrk gSA blds
u
ihNs ekU;rk ;g jgrh gS fd bu mRiknksa dks tc xzkgd Ø; djus vk;saxs rc muds }kjk QeZ ds vU; mRiknksa
t
dk Hkh Ø; fd;k tk;sxkA bl izdkj QeZ dqNsd mRiknksa esa uqdlku mBkdj 'ks"k mRiknksa dh fcØh c<+k ysrh gS

¼>½ S
vkSj bl izdkj vf/kd ykHkktZu djrh gSA
bdkbZ ewY; uhfr (Unit Pricing Policy): bl ewY; uhfr ds vUrxZr izR;sd mRikn vkSj mlds iSdsV ds vkdkj
ds vuqlkj mRikn ds iSdsV ij fy[ks gq, ewY;ksa ds lkFk mRikn dh izfr bdkbZ ds ewY; fy[ks tkrs gSaA blls mRikn
dh [kjhn esa lqfo/kk jgrh gSA4
¼r½ euksoSKkfud ewY; uhfr (Psychological Pricing Policy): ;g og ewY; uhfr gS ftlesa mRiknksa ds ewY; bl
izdkj j[ks tkrs gSa fd mudk xzkgdksa ij ;g euksoSKkfud izHkko iM+s fd mRiknksa ds ewY; de gSaA mnkgj.kkFkZ]
fdlh mRikn dk ewY; Rs. 10 ds ctk; Rs. 9.95 j[kk tk;s rks xzkgd dks ;g yxrk gS fd mRikn dk ewY; de
gS( vr% bl ewY; ij mRikn dk Ø; djuk ykHknk;d gSA bl izdkj dh uhfr Hkkjro"kZ esa ckVk 'kw dEiuh viukrh
jgh gSA
4
Kent B. Monroe and Peter J. Laplaca, “What are the Benefits of Unit Pricing” pp. 16-22, Journal of Marketing, July. 1972.
dher fu/kkZj.k 175

(iv) HkkSxksfyd fLFkfr ds vk/kkj ij

(Geographical Basis)
Øsrk nwj&nwj {ks=kksa rd QSys gq, gksrs gSaA Øsrk ds LFkku rd eky igq¡pkus esa ;krk;kr lEcU/kh vusd izdkj ds [kpsZ djus
iM+rs gSaA ;g ;krk;kr lEcU/kh [kpsZ lk/kkj.kr;k Øsrk }kjk ogu fd;s tkrs gSaA ijUrq Øsrkvksa dh vlqfo/kkvksa dks nwj djus
ds fy, vusd ckj foØsrk bu O;;ksa dks fdlh lhek rd Lo;a ogu djrk gSA og mRikn dk ewY; fu/kkZj.k djrs le;
mlds }kjk ogu fd;s tkus okys ;krk;kr ds [kpsZ dks /;ku esa j[krk gS vkSj mlh ds vuqlkj mRikn dk ewY; m)`r (Quote)
djrk gSA bl lEcU/k esa fuEu ewY; uhfr;k¡ dke esa ykbZ tkrh gSa&
¼d½ mRiknu dsUæ ewY;&uhfr (Production Poit or Poit Pricing Policy): bl ewY; uhfr dks Factory Price
vFkok Mill Price vFkok F.O.B. Factory Price Policy Hkh dgrs gSaA blesa mRikn ds ewY; esa mRikn dks Øsrk
ds LFkku rd igq¡pkus lEcU/kh ;krk;kr [kpZ lfEefyr ug° fd;k tkrkA mRikn dh lqiqnZxh Øsrk dks QSDVjh ds
}kj ij vFkok xksnke ij gh dh tkrh gSA vr% QSDVjh ds }kj ls Øsrk ds xksnke rd mRikn dks ys tkus dh tksf[ke
Øsrk ij jgrh gSA
¼[k½ fdjk;k lks[k ewY;&uhfr (Freight absorption Pricing Policy): bl izdkj dh ewY; uhfr ds vUrxZr ,d

m
mRiknd }kjk Øsrk ds LFkku rd oLrq dks igq¡pkus ij yxus okys fdjk;s ds dqN va'k dks ogu fd;k tkrk gSA

o
;g uhfr mu Øsrkvksa dks ykHk nsus ds fy, viukbZ tkrh gS tks izfr;ksxh Qeks± ds utnhd jgrs gSaA mnkgj.kkFkZ]
lhesaV fuekZ.k djus okyh Qes± ekuk dh twukx<+ o fpÙkkSM+x<+ esa fLFkr gSa vkSj lhesUV ds xzkgd uhep esa jgrs gSaA

.c
,slh ifjfLFkfr esa uhep esa jgus okys lhesUV ds Øsrkvksa ds fy, fpÙkkSM+x<+ pw¡fd utnhd gS] ls lhesaV Ø; djuk
;krk;kr [kpZ ds n`f"Vdks.k ls lLrk iM+sxkA ijUrq twukx<+ esa fLFkr QSDVjh uhep okys xzkgdksa dks lhesaV [kjhnus
a
ds fy, izsfjr djus gsrq ;g lqfo/kk nsus dk izLrko dj ldrh gS fd uhep esa jgus okys xzkgdksa ls twukx<+ ls uhep

m
rd lhesaUV igq¡pkus dk mruk gh fdjk;k fy;k tk;sxk ftruk fd fpÙkkSM+x<+ ls uhep rd lhesaV dks ykus esa yxrk
gSA vFkkZr~ fdjk;s dk vUrj twukx<+ fLFkr QSDVjh }kjk ogu fd;k tk;sxkA
a
,d QeZ }kjk bl izdkj dh uhfr dk ikyu djus dk mís'; vius mRikn ds cktkj dk foLrkj djuk gksrk gSA
n
bl izdkj dh uhfr ls LoLFk izfr;ksfxrk dks cy feyrk gS vkSj ,dkf/kdkj dh izof` Ùk;ksa ij fu;U=k.k jgrk gSA

y
ijUrq bl izdkj dh uhfr dk lcls cM+k nks"k ;g gS fd blls Qeks± ds foi.ku iz;klksa esa nksgjkiu dh lEHkkouk

d
c<+ tkrh gS vkSj blls ns'k ds lk/kuksa dk viO;; gksrk gSA

u
¼x½ {ks=kh; lqiqnZxh ewY; uhfr (Zonal Delivery Pricing Policy): bl ewY; uhfr ds vUrxZr mRikn dh fcØh ds
fy, ns'k dks fofHkUu {ks=kksa (Zones) esa foHkDr dj fy;k tkrk gS vkSj izR;sd {ks=k ds fy, QeZ }kjk mRikn ewY;
t
r; dj fn;s tkrs gSaA {ks=k fo'ks"k ds fdlh Hkh Hkkx esa jgus okys xzkgd dks ,d gh iwoZ fu/kkZfjr ewY; ij QeZ
S
}kjk mRikn dk foØ; fd;k tkrk gSA mnkgj.kkFkZ] fgUnqLrku yholZ fyfeVsM }kjk fu£er MkyMk ?kh dk 4 fdyks
okyk fMCck jktLFkku ds lHkh Hkkxksa esa ,d gh ewY; ij [kjhnk tk ldrk gS ;|fi dEiuh }kjk jktLFkku ds
vyx&vyx LFkkuksa esa MkyMk ?kh Hkstus lEcU/kh ;krk;kr [kpks± esa dkQh fHkUurk ikbZ tkrh gSA
¼?k½ ,d leku lqiqnZxh ewY;&uhfr (Uniform Delivery Pricing Policy): ;g og ewY; uhfr gS ftlesa xzkgdksa dks
pkgs os ns'k ds fdlh Hkh Hkkx esa jgrs gksa] ,d gh ewY; ij mRikn cspk tkrk gSA bl izdkj dh uhfr ds vUrxZr
fu/kkZfjr ewY; dks F.O.B. at Buyer’s location postage stamp price Hkh dgrs gSaA Hkkjr ljdkj ds Mkd?kj
(Post office) viuh lsokvksa ds fy, blh izdkj dh ewY;&uhfr iz;ksx esa ysrs gSaA mnkgj.kkFkZ fdlh O;fDr }kjk
t;iqj ls eækl vFkok vtesj Hksts x;s iksLVdkMZ lEcU/kh lsok ds fy, ewY;] Hkkjrh; Mkd?kjksa }kjk ,dlk j[kk
tkrk gSA bl izdkj dh uhfr ykxw djus ls foØsrkvksa dks izcU/kdh; fu;U=k.k vkSj foKkiu esa lqfo/kk jgrh gSA
176 foi.ku ds fl)kUr

ewY;&uhfr lEcU/kh fopkj ;k oLrq dh dher dks izHkkfor djus okys rÙo
(Price-Policy Considerations or Factor Affecting Price of a Product)
O;olk; dh lQyrk ;k foQyrk mlds mRiknksa dh ewY; uhfr ij fuHkZj djrh gSA vr% ewY; fu/kkZj.k uhfr fuekZ.k lEcUèkh
dk;Z izcU/kdksa dk ,d egÙoiw.kZ nkf;Ro gSA bl dk;Z ds foosdiw.kZ fu"iknu gsrq fuEu ?kVdksa] ftUgsa ewY; lEcU/kh fu.kZ;ksa
dks izHkkfor djus okys ?kVd Hkh dgrs gSa] ij fopkj djus dh vko';drk gksrh gS&
1. mRikn dh fo'ks"krk,¡
(Product Characteristics)
mRikn dk ewY; r; djrs le; mldh fo'ks"krkvksa ij fopkj dj ysuk pkfg, D;ksafd bu fo'ks"krkvksa dk ewY; uhfr ij
xgjk izHkko gksrk gSA mRikn dh fuEu fo'ks"krk,¡ ,d QeZ }kjk viukbZ tkus okyh ewY; uhfr dks fo'ks"k :i ls izHkkfor
djrh gSa&
(i) mRikn dk thou pØ (Life Cycle of the Product): fdlh mRikn dk thou pØ mlds ewY; fu/kkZj.k ij
izHkko Mkyrk gSA ,d mRikn eksVs rkSj ij pkj voLFkkvksa ls fudyrk gS&
¼d½ cktkj ifjp; voLFkk (Market introduction stage)
¼[k½ cktkj o`f) voLFkk (Market growth stage)
m
¼x½ cktkj ifjiDork voLFkk (Market maturity stage)
o
.c
¼?k½ cktkj voufr voLFkk (Market decline stage)
cktkj ifjp; dh voLFkk esa mRikn dh ek¡x mRiUu djus ds fy, mRikn&ewY; dk de j[kk tkuk
ykHknk;d gksrk gSA
a
;fn mRikn dh ek¡x esa o`f) gksus yxrh gS vFkkZr~ QeZ dk mRikn cktkj o`f) dh voLFkk esa gS rks ewY; dks

m
fLFkj j[krs gq, czkaM dh vksj xzkgdksa dks vkd£"kr fd;s tkus ds fy, iz;Ru djus pkfg,A

a
mRikn ds cktkj ifjiDork vkSj cktkj voufr dh voLFkk esa mRikn ds ewY;ksa esa deh djuk ykHknk;d
gksrk gS vkSj mRikn ds vU; mi;ksx [kkstuk vko';d gks tkrk gSA
(ii) n
mRikn dh uk'kokurk (Perishability of the Product): vxj mRikn uk'koku gS vFkok de fVdkÅ gS ;k

y
tYnh gh vizpfyr gksus okyk gS rks mldk ewY; bruk de j[kuk pkfg, fd mls 'kh?kzrk ls cspk tk ldsA
(iii)
d
mRikn dk izfrLFkkukiUu (Product Substitution): vxj mRikn ds izfrLFkkukiUu ds fy, vusd oLrq,¡
miyCèk gSa rks ,slh n'kk esa mRikn dk ewY; de j[kk tkuk ykHknk;d gksrk gSA
(iv) u
mRikn ek¡x dk LFkxu (Postponability of the Product Demand): ;fn oLrq lnSo dke esa vkus okyh gS
t
vFkkZr~ oLrq vxj vko';drkvksa dh Js.kh esa vkrh gS rks ,slh oLrq dk mi;ksx LFkfxr ug° fd;k tk ldrk gS

S
vkSj ewY; vis{kkÑr vf/kd gksus ij Hkh oLrq [kjhnh tk;sxhA vxj mRikn vkjkenk;d o foykflrk dh Js.kh
esa vkrk gS rks mlds vf/kd ewY; gksus ij xzkgd mlds Ø; dks LFkfxr dj ldrs gSaA vr% mRikn dh Js.kh dks
/;ku esa j[k dj mldk ewY; fu/kkZfjr djuk pkfg,A
2. mRikn dh ek¡x dk LoHkko
(Nature of the Demand of a Product)
mRikn dh ek¡x mlds ewY; fu/kkZj.k ds fy, izk;% vk/kkjf'kyk dk dk;Z djrh gSA fdlh mRikn dh ek¡x vxz izdkj dh
gks ldrh gS&
(i) iw.kZr;k ykspnkj ek¡x (Prefectly Elastic Demand): fdlh mRikn dh ek¡x iw.kZr;k ykspnkj ekuh tkrh gS]
vxj mRikn ds ewY; esa lw{e ifjorZu vk tkus ls mldh ek¡x esa Hkkjh ifjorZu vkrs gSaA O;kogkfjd thou esa bl
izdkj dh ek¡x dk mnkgj.k ug° feyrkA
dher fu/kkZj.k 177

(ii) vR;f/kd ykspnkj ek¡x (Highly Elastic Demand): ;fn fdlh oLrq dh ek¡x esa ifjorZu mlds ewY; ifjorZuksa
ds vuqikr ls vf/kd gS rks mldh ek¡x vR;f/kd ykspnkj le>h tkrh gSA mnkgj.kkFkZ] fdlh mRikn ds ewY; esa
ik¡p izfr'kr dh deh vkus ls vxj mldh ek¡x esa nl izfr'kr o`f) gks tkrh gS rks ,slh ek¡x dks vR;f/kd ykspnkj
ek¡x le>k tkrk gSA vR;f/kd ykspnkj ek¡x okyh oLrqvksa dh fcØh c<+kus ds fy, mRikn&ewY; dk de j[kk tkuk
ykHknk;d gksrk gSA
(iii) ykspnkj ek¡x (Elastic Demand): vxj fdlh mRikn dh ek¡x esa ifjorZu mlds ewY; ifjorZu ds vuqikr esa
vkrs gSa rks ,sls mRikn dh ek¡x dks ykspnkj ek¡x le>k tkrk gSA mnkgj.kkFkZ] fdlh mRikn ds ewY; esa nl izfr'kr
deh djus ij vxj mldh ek¡x esa nl izfr'kr o`f) gksrh gS rks ,slh ek¡x dks ykspnkj ekuk tkrk gSA
(iv) csykspnkj ek¡x (Inelastic Demand): vxj mRikn dh ek¡x mlds ewY; ifjorZu ds vuqikr esa de ?kVrh gS
vFkok de c<+rh gS rks ,slh ek¡x dks csykspnkj dgrs gSa] mnkgj.kkFkZ] fdlh mRikn ds ewY; esa iPphl izfr'kr
deh djus ij mldh ek¡x dsoy iUæg izfr'kr c<+s rks ,slh ek¡x csykspnkj dgh tkrh gSA
(v) iw.kZr;k csykspnkj ek¡x (Perfectly Inelastic Demand): fdlh mRikn dh ek¡x iw.kZr% csyksp ekuh tkrh gS
vxj mlds ewY;ksa esa Hkkjh deh vFkok o`f) vkus ij Hkh ek¡x iwoZor~ cuh jgrh gSA O;kogkfjd thou esa bl izdkj
dh ek¡x ns[kus esa ug° vkrhA

m
mijksDr ek¡x ds izdkjksa ds v/;;u ls Li"V gS fd ek¡x lkisf{kd csykspnkj gksus ij mldk ewY; Å¡pk j[k dj
vf/kd ykHkktZu fd;k tk ldrk gSA mRikn dh ek¡x lkisf{kd ykspnkj gksus ij mRikn dk ewY; fu/kkZfjr djrs
o
oDr izcU/kdksa dks vf/kd /;ku j[kus dh vf/kd vko';drk gS( dkj.k fd mRikn dk Å¡pk ewY; mldh ek¡x esa

.c
deh djrk gS tcfd fuEu ewY; mRikn dh ek¡x esa o`f)dkjd gksrk gSA
3- mRikn dh ykxr
(Cost of the Product)
a
esa mRiknksa ls izkIr gksus okyh vk; muds fuekZ.k o foi.ku ij m
mRikn&ewY; fu/kkZfjr djrs oDr mldh ykxr ij Hkh fopkj djuk vko';d gSA bldk eq[; dkj.k ;g gS fd nh?kZdky
fd;s tkus okys [kpks± ls vf/kd gksuk pkfg, ojuk QeZ dk
fnokfy;kiu fuf'pr gSA ,d QeZ }kjk ewY; fu/kkZfjr djrs a oDr ftu ykxrksa ij fopkj djuk pkfg, os fuEu izdkj dh
gksrh gSa&
n
dh ek=kk ls u gks dj le;kof/k y
(i) LFkk;h ykxr (Fixed Cost): LFkk;h ykxr ls vfHkizk; mu ykxrksa ls fy;k tkrk gS ftudk lEcU/k mRiknu
ls gksrk gSA ;g og ykxr gS tks mRiknu ds ?kVus o c<+us ds lkFk ifjo£rr
ug° gksrhA mnkgj.kkFkZ] QSDd
Vªh izcU/kdksa dks fn;k tkus okyk osru] eky xksnke dk fdjk;k] edku dk VSDl]

ykxr ekuk tkrk gSAu

iz'kklfud O;;] pkSdhnkjh ds O;; bR;kfn dk mRiknu dh ek=kk ls izR;Fk lEcU/k ug° gksrk gS] vr% bUgsa LFkk;h

t
ek=kk vkSS
(ii) ifjorZu'khy ykxr (Variable Cost): ifjorZu'khy ykxr esa os ykxrsa lfEefyr dh tkrh gSa tks mRiknu dh
j fcØh ds vuqlkj ?kVrh&c<+rh jgrh gSa vFkkZr~ mudk mRiknu o fcØh ls izR;{k lEcU/k jgrk gSA
mnkgj.kkFkZ] fdlh mRikn ds fuekZ.k ij miHkksx esa fy;k tkus okyk dPpk eky] izR;{k Je] 'kfDr [kpZ (Power
charges) bR;kfn mldh mRiknu ek=kk ij fuHkZj djrk gSA ifjorZu'khy ykxr mRikn dh izfr bdkbZ ij fLFkj
jgrh gSA
(iii) laof` ) ykxr (Incremental Cost): mRiknu dks ,d Lrj ls vkxs ds Lrj ij ys tkus ij tks Hkh vfrfjDr
ykxr yxrh gS mls laof` ) ykxr (Incremental cost) dgrs gSaA ;g ykxr py o LFkk;h nksuksa gh izdkj dh gks
ldrh gS( ijUrq vf/kdrj ;g ifjorZu'khy ykxr ds :i esa gksrh gSA izk;% vfrfjDr eky dk mRiknu rHkh fd;k
tkrk gS tcfd mlls izkIr gksus okyh vk; (Revenue) mldh laof` ) ykxr ls vf/kd gksrh gSA
nh?kZdky esa ,d mRikn dk ewY; fu/kkZfjr bl izdkj ls djuk pkfg, fd mlls gksus okyh vk; mldh ykxr]
ftlesa py o LFkk;h] nksuksa gh 'kkfey gksrs gSa] ls vf/kd gksA
178 foi.ku ds fl)kUr

og fLFkfr tgk¡ ij mRikn dh dqy ykxr mlds foØ; ewY; ds cjkcj gksrh gS] le foPNsn fcUnq (Break-even
Point) dgk tkrk gSA le&foPNsn fcUnq mRiknu dh ml ek=kk dks crkrk gS ftlds foØ; ij laLFkk dks u rks
ykHk gksrk gS vkSj u gkfuA fuEu pkVZ la[;k 1 esa ;g n'kkZ;k x;k gS fd vxj fcØh ewY; 80 :- izfr bdkbZ j[kk
tk; vkSj LFkk;h ykxr dh jkf'k 250 :- gks rFkk izfr bdkbZ py ykxr 30 :- gks rks mRikn ds lEcU/k esa QeZ
dk le&foPNsn fcUnq 5 bdkbZ ds foØ; jkf'k ds cjkcj gksxkA

m
o
.c
pkVZ la[;k 10.1

mRikn forj.k ek/;e

(Channels of Distribution)
a
m
mRikn dk ewY; fu/kkZfjr djrs le; ;g Kkr dj ysuk pkfg, fd mRikn dks vfUre miHkksDrk rd igq¡pkus ds fy, forj.k
a
Jà[kyk fdruh yEch gSA vFkkZr~ fuekZrk vkSj miHkksDrk ds chp fdrus e/;LFk gSa vkSj mUgsa mudh lsokvksa ds cnys fdruk

n
deh'ku o NwV nh tkuh vko';d gSA ;fn fuekZrk vkSj miHkksDrk ds chp esa dksbZ e/;LFk gSa rks mRikn dk ewY; bl izdkj
fu/kkZfjr djuk pkfg, fd e/;LFkksa dks mudh lsokvksa ds cnys esa mfpr izfrQy fey lds vkSj mRikn ewY; Hkh izfr;ksxh
y
dherksa ls vf/kd u gks ldsA vusd Qeks± }kjk e/;LFkksa dks mRikn de ewY; ij cspk tkrk gS vkSj mUgsa funsZ'k ns fn;k tkrk

d
gS fd os vfUre miHkksDrkvksa ls ,d iwoZ&fu/kkZfjr mPpre ewY; ls vf/kd olwy u djsaA
5. izfrLi/kkZ
u
(Competition)
t
S
mRikn dk ewY; mlds izfr;ksxh vFkok LFkkukiUu mRiknksa ds ewY;ksa dks /;ku esa j[kdj fd;k tkuk pkfg,A mnkgj.k ds
rkSj ij tks/kiqj Ms;jh }kjk fu£er ?kh dk ewY; vewy ?kh dh dherksa dks /;ku esa j[kdj fd;k tkrk gSA twV ls fu£er
iS¯dx lkexzh dk ewY; fu/kkZfjr djrs oDr IykfLVd ,oa eksVs dkxt }kjk fu£er iS¯dx oLrqvksa dh dherksa dks /;ku esa
j[k dj fd;k tkrk gSA mRikn dh izfr;ksfxrk de gksus ij mlds ewY; de j[ks tk ldrs gSaA
6. Øsrkvksa dh fo'ks"krk;sa
(Buyer’s Characteristics)
fdlh mRikn ds Øsrk nks izdkj ds gks ldrs gSa&vkS|ksfxd Øsrk vkSj miHkksDrk ØsrkA vkS|ksfxd Øsrk mRikn dks vf/kd
ek=kk esa ijUrq iwjs lksp&fopkj o Kku ds lkFk [kjhnrk gSA vr% mls mRikn dks cgqr gh izfr;ksxh ewY; ij cspuk gksxkA
blds foijhr miHkksDrk Øsrk u rks vf/kd ek=kk esa mRikn dk Ø; djrs gSa vkSj u os izfr;ksxh mRiknksa ds ckjs esa fo'ks"k
dher fu/kkZj.k 179

tkudkjh j[krs gSaA miHkksDrk Øsrk ls vf/kd ewY; Hkh fy;k tk ldrk gS dkj.k fd QqVdj eky cspus esa foi.ku ykxr
vf/kd vkrh gSA
7. mRiknd ds mís';
(Objectives of Producer)
mRikn dk ewY; fu/kkZj.k mlds fuekZrk ds mís';ksa dks /;ku esa j[kdj fd;k tkuk pkfg,A ;fn mRiknd dk mís'; cktkj
gfFk;kuk gS rks mRikn dk ewY; de j[kuk gksxkA blds foijhr vxj mRiknd dk mís'; eykbZ mrkjuk gS (Skimming
price) rks mRikn ds ewY; izkjEHk esa vf/kd j[ks tk;saxsA
8. cká okrkoj.k
(External Environment)
cká okrkoj.k ls vk'k; ns'k ds vk£Fkd] jktuSfrd ,oa lkekftd okrokj.k ls gSA ;fn jk"Vª esa vk£Fkd eUnh gS rks mRikn
ewY; dks uhps Lrj ij j[kuk O;kogkfjd gksxkA ;fn ns'k esa jktuSfrd okrkoj.k vk£Fkd {ks=k esa gLr{ksi djus rFkk Å¡ps
ewY;ksa o ,dkf/kdkjh izof` Ùk;ksa dks fu;fU=kr djus okyk gS rks dhersa uhph j[kuh gksaxhA vxj ns'koklh f'kf{kr gSa o csjkstxkjh
de gS rFkk yksxksa dk thou&Lrj Å¡pk gS rks dhersa Å¡ph j[kh tk ldrh gSaA
9. O;kikfjd ijEijk;sa m
(Trade Traditions)
o
.c
mRikn dk ewY; fu/kkZfjr djrs oDr O;kikfjd ijEijkvksa dk Hkh /;ku j[kuk vko';d gksrk gSA mnkgj.kkFkZ] pkWdysV]
ehBh xksfy;k¡] ykyh ikWi bR;kfn dk ewY; ik¡p ;k nl iSlk j[kus dh ijEijk jgh gSA fctyh ds ia[kksa] flykbZ e'khuksa
a
o lkbfdyksa ds fy, fuekZrkvksa }kjk xkjUVh nsus dk ,d fjokt gS( vr% ewY; fu/kkZj.k ds le; bl izdkj dh lsokvksa dh
ykxr dks /;ku esa j[kuk pkfg,A
10. foKkiu iz;kl m
(Advertising Efforts) a
n
fuekZrkvksa ,oa O;kikfj;ksa }kjk fd;s tkus okys foKkiu iz;kl Hkh mRikn ds ewY; dks izHkkfor djrs gSaA oLrqxr foKkiu

foKkiu laLFkk dh Nfo dks Å¡pk djus ds y

djus ij oLrq dk ewY; izk;% dqN vf/kd jgrk gS tcfd laLFkkxr foKkiu uhfr viukus ij de jgrk gS( D;ksafd ,sls

dfoKkiu iz;klksa dk izHkko mruk o`f)dkjd ug° gksrk gSA lgdkjh foKkiu ewY;ksa
fy, fd;s tkrs gSaA jk"Vªh; Lrj ij foKkiu djus dk çHkko oLrq ds ewY; ij
izk;% o`f)dkjd gksrk gSA fdUrq] LFkkuh;
esa o`f) ug° djrs gSa( tcfd vUosu "kd] fLFkjdrkZ] /kDdk ,oa [k°p foKkiu mRikn ewY;ksa esa o`f) djrs gSaA blls irk pyrk
t
gS fd foKkiu iz;klksa ds izdkj dk lh/kk lEcU/k mRikn dher fu/kkZj.k ls gksrk gSA
11.
S
ljdkjh uhfr
(Government Policy)
mRikn ewY; dk fu/kkZj.k djrs oDr ljdkjh fu;eksa dk ikyu djuk vko';d gksrk gSA ljdkj le;&le; ij mRiknksa
ds ewY; fu;U=k.k gsrq rFkk muds mfpr forj.k ds fy, fu;e cukrh gSA Hkkjro"kZ esa Hkh fofHkUu mRiknksa ds forj.k o ewY;
dks izHkkfor djus okys vf/kfu;e cus gq, gSa tSls vko';d oLrq vf/kfu;e (Essential Commodities Act), vkS|ksfxd
fodkl ,oa fu;eu vf/kfu;e (Industries Development Regulation Act), Hkkjr lqj{kk fu;e (Defence of India
Rules), ,dkf/kdkj ,oa izfrcU/kkRed O;kikfjd i)fr;k¡ vf/kfu;e (Monopolies and Restrictive Trade Practices Act)
bR;kfnA bu vf/kfu;eksa esa vUr£ufgr ckrksa dks /;ku esa j[kdj mRikn ds ewY;&fu/kkZj.k dk dk;Z lEiUu djuk pkfg,A
180 foi.ku ds fl)kUr

ewY; fu/kkZj.k O;ogkj esa

(Price Setting in Practice)
O;ogkj esa ewY; fu/kkZj.k gsrq fuEu rjhds dke esa yk, tkrs gSa&
1. ykxrksUeq[kh ewY; fu/kkZj.k
(Cost Oriented Price Determination)
¼d½ ykxr + /ku ewY; fu/kkZj.k fof/k (Cost + Pricing Method)
¼[k½ lhekUr ykxr ewY; fu/kkZj.k fof/k (Marginal Cost Pricing Method)
2. cktkjksUeq[kh ewY; fu/kkZj.k
(Market Oriented Price Determination)
¼d½ izpfyr ewY; i)fr (Going Rate Prices)
¼[k½ lhycUn cksyh ewY; i)fr (Sealed Bid Pricing)
1. ykxrksUeq[kh ewY; fu/kkZj.k
(Cost Oriented Price Determination)
m
¼d½
o
ykxr + /ku ewY; fu/kkZj.k fof/k (Cost + Pricing Method): bl i)fr ds vUrxZr mRikn dh ykxr esa
bfPNr ykHk dks tksM+dj mRikn dk ewY; fu/kkZfjr fd;k tkrk gSA bl i)fr ds vxz nks :i vf/kdka'kr% iz;ksx
esa yk;s tkrs gSa&
.c
a
(i) ekdZ&vi ewY; (Mark-up Pricing),
(ii) y{; ewY; (Target Pricing)A

m
(i) ekdZ&vi ewY; ds vUrxZr mRikn ykxr esa bruk ek£tu tksM+ fn;k tkrk gS fd foØ; ewY; ij iwoZ fuèkkZfjr

a
nj ls ykHk izkIr fd;k tk ldsA fuEukafdr rkfydk fuekZrk] Fkksd ;k QqVdj O;kikjh }kjk ekdZ&vi ewY;
fu/kkZj.k ds <ax dks Li"V djrh gSA
n rkfydk
fcØh ewY; Rs. 24 = 100% yfcØh ewY; Rs. 30 = 100%

d
ekdZ&vi = Rs. 2.40 = 10% ekdZ&vi = Rs. 6 = 20%
u
ykxr = Rs. 21.60 = 90% ykxr = Rs. 24 = 80%
t
S
fuekZrk Fkksd O;kikjh
fcØh ewY; Rs. 50 = 100%

ekdZ&vi Rs. 20 = 40%

ykxr = Rs. 30 = 60%
QqVdj O;kikjh
ekdZ&vi ewY; i)fr ds fuEu ykHk gSa&
¼d½ mRikn dh ek¡x ds ctk; mRikn dh ykxr dks vklkuh ls Kkr fd;k tk ldrk gSA vr% ewY; fu/kkZj.k
esa dfBukbZ ug° vkrhA
dher fu/kkZj.k 181

¼[k½ ek¡x esa ifjorZu gksus ds ckotwn ewY;ksa dks bl i)fr ds vUnj ckj&ckj ifjo£rr djus dh vko';drk
ug° gksrhA
¼x½ ewY; fu/kkZj.k lQyrk ls fd;k tk ldrk gS o le>k tk ldrk gSA
¼?k½ vxj lHkh Qeks± dh ykxrsa o ekdZ vi dh nj ,d gS rks muds mRiknksa ds foØ; ewY; ,d ls gksaxsA bl
izdkj ewY; izfrLi)kZ dh lEHkkouk de gks tk;sxhA
¼³½ lkekftd n`f"Vdks.k ls ekdZ vi dh i)fr Bhd ekuh tkrh gS dkj.k fd mRikn dh deh gksus ij Hkh mRikn
ds ewY; ekdZ vi ewY; ls vf/kd ug° fy, tkrsA
(ii) y{; ewY; (Target Price): bl i)fr ds vUrxZr mRikn ewY; dk fu/kkZj.k bl izdkj djrs gSa fd mUgsa
fofu;ksftr jkf'k ij iwoZ fu/kkZfjr nj ls ykHk izkIr gks ldsA ewY; fu/kkZj.k dh ;g i)fr yksdksi;ksxh
laLFkkvksa (Public Utilities) esa vf/kd izpfyr gSA ;g laLFkk,¡ ,dkf/kdkj dh fLFkfr esa gksrh gSaA vr% bu
laLFkkvksa ds fy, ljdkj }kjk equkQk ,d fuf'pr lhek esa fu/kkZfjr dj fn;k tkrk gS rkfd os ,dkf/kdkj
dh fLFkfr dk ykHk u mBk ldsA
y{; ewY; fu/kkZj.k ds fy, lefoPNsn fcUnq pkVZ (Break-even Chart) dk iz;ksx fd;k tk ldrk gSA
mnkgj.kkFkZ ,d dEiuh 8,00,000 mRikn bdkb;k¡ Rs. 10,00,000 dh ykxr ij cuk ldrh gSA bl ykxr

m
esa dEiuh dh LFkk;h ykxr Rs. 6,00,000 Hkh lfEefyr gSA foi.ku izcU/kd bu bdkb;ksa dk ewY; fu/kkZj.k

o
bl izdkj djuk pkgrk gS fd mls de ls de Rs. 2,00,000/- ykHk ds :i esa izkIr gks ldsA vFkkZr~ 8,00,000
bdkb;ksa dh dqy fcØh jkf'k Rs. 12,00,000/- gksuh pkfg, rkfd mldh ykHk jkf'k Rs. 2,00,000/- gks ldsA

.c
mijksDr le&foPNsn pkVZ la[;k 10-2 }kjk mRikn fcØh ewY; Kkr fd;k tk ldrk gSA

a
m
a
n
y
d
u
t
mRikn dh ek=kk ¼gtkjksa esa½

S
pkVZ la[;k 10.2

mijksDr pkVZ esa dqy vk; oØ dk Lyksi ¼<yko½ Rs. 1.50 izfr bdkbZ gSA dqy vk; oØ dk <yko (Slope)
mRikn ewY; gksrk gSA vr% 8,00,000 bdkb;ksa dh fcØh izfr bdkbZ Rs. 1.50 ds vk/kkj ij Rs. 2,00,000/
- dk ykHkktZu fd;k tk ldrk gSA
¼[k½ lhekUr ykxr ewY; fu/kkZj.k fof/k (Marginal Cost Pricing Method): ykxr ewY; ij vk/kkfjr mRikn
ewY; fu/kkZj.k dh ;g nwljh fof/k gSA bl fof/k esa mRikn dh ykxr esa dsoy os ykxrsa lfEefyr dh tkrh gSa tks
bl izdkj ds vfrfjDr mRikn ds mRiknu djus ij [kpZ dh tkrh gSA vfrfjDr mRikn dk ewY; vfrfjDr ykxr
vkSj iwoZ fu/kkZfjr ykHk dh nj dks tksM+dj ekywe fd;k tkrk gSA bl fof/k esa LFkk;h ykxrksa dks /;ku esa ug°
j[kk tkrkA ;g fof/k mu laLFkkvksa ds fy;s Bhd jgrh gS tks ubZ oLrqvksa dks cktkj esa ykuk pkgrh gSa vFkok viuh
lqLr dk;Z{kerk (Idle Capacity) dk iwjk&iwjk mi;ksx djuk pkgrh gSA
182 foi.ku ds fl)kUr

mijksDr o£.kr ykxr&vk/kkfjr ewY; fu/kkZj.k i)fr;ksa dh izeq[k dfe;k¡ fuEukuqlkj gSa&
¼v½ ewY; fu/kkZj.k esa mRikn dh ek¡x] cktkj n'kk,¡ vkSj mRikn thou pØ lEcU/kh ckrksa dks /;ku esa ug° j[kk
tkrk gSA
¼c½ bl <ax ls fu/kkZfjr ewY;ksa ij os fuekZrk mRikn dks csp ikrs gSa ftudh mRiknu ykxrsa izfr bdkbZ lcls
de gSaA
2- cktkjksUeq[kh ewY; fu/kkZj.k
(Market Oriented Price Determination)
bl i)fr ds vUrxZr cktkj n'kkvksa dks /;ku esa j[kdj mRikn dk ewY; fu/kkZj.k fd;k tkrk gSA bl i)fr ds izpfyr
izeq[k :i fuEu gSa&
¼d½ izpfyr ewY; i)fr (Going Rate Prices): bl i)fr esa QeZ ds mRikn dk ewY; vU; izfr;ksxh Qeks± ds }kjk
olwy fd;s x;s ewY;ksa ds vkSlr ds cjkcj j[kk tkrk gSA mRikn ewY; fu/kkZj.k dh bl i)fr ds izpfyr gksus
ds fuEu dkj.k gSa&
(i) bl i)fr }kjk fu/kkZfjr mRikn ewY; leLr vkS|ksfxd bdkb;ksa ds }kjk olwy fd;s tkus okys mRikn ewY;ksa

m
dk izfrfuf/kRo djrs gSa] vr% muds vO;kogkfjd gksus dh lEHkkouk ug° gksrh gSA
(ii) bl i)fr }kjk fu/kkZfjr ewY;ksa ds dkj.k mRikn&ewY; izfr;ksfxrk dh lEHkkouk de gks tkrh gS vkSj bl
izdkj vkS|ksfxd bdkb;ksa esa lketL; cuk jgrk gSA o
.c
(iii) Øsrkvksa vkSj izfrLi£);ksa dh mRikn ewY;ksa ds izfr izfrfØ;k tkuus dh vko';drk bl i)fr esa ug° gksrhA
¼[k½ lhy cUn cksyh ewY; i)fr (Sealed Bid Pricing): bl i)fr ds vUrxZr mRikn dk ewY; fu/kkZj.k mldh
a
ykxr o ek¡x ij vk/kkfjr u fd;k tkdj izfr;ksxh Qeks± }kjk m)`r (Quote) fd;s tkus okys ewY;ksa dks /;ku

m
esa j[kdj fd;k tkrk gSA ,d QeZ bl i)fr ds vUrxZr izfr;ksxh QeZ }kjk m)`r fd;s x;s ewY;ksa dk vuqeku
yxkrh gS o rnqijkUr og vius ewY; bl izdkj m)`r djrh gS fd mls m)`r ewY; ij dk;Z fey ldsA bl izdkj
a
dh i)fr Bsds ysus] mRiknksa dh iw£r djus bR;kfn esa dke esa yk;h tkrh gSA

ewY; fu.kZn ; lEcU/kh lkekU; funsZ'k

y
(General Directions Relating to Price Decisions)

izdkj O;olk;h vFkok vFkZ'kkL=kh lksd

ewY; fu/kkZj.k lEcU/kh fofHkUu v/;;uksa ls Kkr gksrk gS fd xzkgd mu ewY;ksa ls lnSo ml izdkj izHkkfor ug° gksrs gSa ftl

u prs gSaA vr% mRikn dk ewY; bl izdkj ls j[kuk pkfg, fd og u dsoy ykxr vFkok

vkWD'kuQsYV ds vuqlt
cktkj n'kk ij vk/kkfjr gks cfYd xzkgdksUeq[kh Hkh gksuk pkfg,A

mnkgj.kkFkZ] fdlhS
5
kj xzkgdksa dh mRikn ewY; ds izfr izfrfØ;k tkudj gh ewY; lEcU/kh fu.kZ; ysus pkfg,A
mRikn dh fcØh c<+kus ds fy, dh xbZ ewY; dVkSrh ls ;g lwpuk fd xzkgdksa }kjk mRikn dh ek¡x esa
o`f) gksxh] lnSo lgh ug° gksxkA dbZ ckj xzkgd ewY; dVkSrh dk vFkZ fuEu ckrksa ls yxkrs ns[ks x;s gSaA & 6

¼d½ mRikn dh fdLe esa fxjkoV vk xbZ gSA

¼[k½ mRikn dk u;k ekWMy vkus okyk gSA
¼x½ mRikn dh Hkkoh ek¡x de gksus okyh gSA
¼?k½ QeZ dh rjy fLFkfr detksj gSA

5
Alfred R. Oxenfeldt, “Pricing for Marketing Executives, 1961 edition, p. 28.
6
Kent B, Monroe, “Buyer’s Subjective Perceptions of Price,” Journal of Marketing Research, Feb. 73 pp. 70-80.
dher fu/kkZj.k 183

¼³½ ewY; vkSj Hkh ?kVsaxsA

ewY; fu/kkZj.k djrs oDr fuEu funsZ'kksa dk ikyu djuk ykHknk;d gksrk gSA
¼v½ xzkgd lEcU/kh&
(i) dbZ ckj xzkgd mRikn ewY;ksa dks mlds xq.kksa dk izrhd ekurs gSaA
(ii) mRikn ewY; fo'ks"kr% u;s mRiknksa ds ckjs esa mudh Nfo dk fuekZ.k djrs gSaA
(iii) vusd xzkgd ewY;ksa ds vk/kkj ij mRiknksa dk pquko djrs gSa rkfd mRikn&fdLe lEcU/kh tksf[ke de ls
de gksA
(iv) Å¡ps ewY; okyh oLrq,¡ [kjhndj xzkgd viuk vge~ (Ego) lUrq"V djrs gSaA
¼c½ ykxr vkSj ek¡x lEcU/kh&
(i) mRikn dh ykxr dk irk yxk ysuk pkfg,A mRikn dh ykxr esa izR;{k ykxr ds lkFk&lkFk vkoafVr
vizR;{k ykxr (Allocated Indirect Cost) Hkh lfEefyr dj ysuk pkfg,A
(ii) mRikn ykxr esa vko';d equkQk tksM+us ij tks ewY; vkrk gks mldh izfr;ksxh mRikn ewY; ls rqyuk djuh
pkfg,A vxj izfr;ksxh QeZ ds ewY; de gSa rks ewY; esa o`f) djuh pkfg,A blds foijhr ewY; ds vf/kd
gksus ij mUgsa de djus gksaxsA
m
(iii) mRikn fuekZ.k esa vyx izR;{k ykxrsa c<+rh gSa rks mRikn dk ewY; c<+k;k tk ldrk gS D;ksafd izfr;ksxh Qeks±
}kjk Hkh ewY; o`f) dh tk;sxhA
o
.c
(iv) ;fn mRikn dh ykxrsa vf/kd gSa rks dg° u dg° ij laxBukRed =kqfV gS ftls lq/kkjus dh vko';drk gSA
(v) vxj QeZ orZeku ewY; ij leLr mRikn u csp ikrh gS rks mRikn c<+kdj fcØh dh ek=kk esa o`f) djus
ls ykHk vf/kdre gksxkA
a
(vi) dM+h izfrLi)kZ dh fLFkfr esa mRikn dk ewY; fu/kkZj.k izfrLi)kZ mRikn ds vuq:i gh djuk pkfg,A
m
(vii) mRikn dh ykxr c<+us ds lkFk&lkFk mRikn ds vkns'k esa o`f) ug° djuh pkfg,A

a
(viii) tgk¡ rd gks lds ewY;ksa dks ykxrksa ls vf/kd j[kuk pkfg, vkSj mRikn dh ek¡x c<+kus ds fy, ewY; foghu
izfr;ksfxrk ij cy nsuk pkfg,A
n
y
(ix) ;fn O;olk; yksdksi;ksxh LoHkko dk gS vFkok ,dkf/kdkjh izof` Ùk dk gS rks ykxr esa iwoZ fu/kkZfjr ykHk dks
tksM+dj ewY; fu/kkZfjr djuk pkfg, ojuk ljdkj gLr{ksi dj ldrh gS o lkFk gh lkFk LFkkukiUu oLrqvksa
d
dk fodkl gks ldrk gSA

u(Product-Price
mRikn ewY; fu/kkZj.k izfØ;k
t Decision Procedure)
S
lHkh m|ksxksa ds fy, mRikn ewY; fu/kkZj.k izfØ;k ,d&lh ug° gksrh dkj.k fd fofHkUu mRiknksa dh ek¡x] ykxrsa o muds
thou&pØ dh fLFkfr fHkUu gksrh gSA fHkUu&fHkUu Qeks± }kjk ewY;&fu/kkZj.k ds fy, vyx&vyx rjhds viuk;s tkrs gSaA
lkekU; rkSj ij mRikn ewY;&fu/kkZj.k izfØ;k dks fuEu pj.kksa esa iwjk fd;k tkrk gS7&
1. mRikn dh ek¡x dk vuqeku yxkuk
(Estimating the Demand of the Product)
fdlh mRikn ds ewY; fuèkkZj.k esa lcls igys mudh ek¡x dk vuqeku yxkuk vko';d gks tkrk gSA mRikn dh
ek¡x dk vuqeku yxkuk] fo'ks"kr;k uohu mRikn ds lEcU/k esa] ,d dfBu dk;Z gSA dkj.k fd u;s mRikn dh ek¡x
7
Based on ‘Alfred R. Oxenfeldt’s article—“A decision making structure for price decisions.” Journal of Marketing, January, 1973
pp. 45-53.
184 foi.ku ds fl)kUr

ds ckjs esa foØsrk dks dksbZ vuqHko ug° gksrk gSA mRikn dh ek¡x dk vuqeku yxkus ds fy, izk;% fuEu dne mBk;s tkrs
gS&
a
¼d½ xzkgdksa }kjk mRikn ds lEHkkfor ewY; (Customer’s Expected Price of Product): xzkgdksa }kjk mRikn
ds lEHkkfor ewY;ksa ls vk'k; mu ewY;ksa ls gS ftUgsa os tkus vFkok vutkus mfpr le>rs gSaA izk;% ;s ewY; xzkgdksa
}kjk ,d ewY; lhek esa crk, tkrs gSaA mnkgj.kr;k] fdlh fo|kFkhZ ds lkeus M. Com. Lrj dh ,d gtkj i`"Bksa
dh iqLrd dk ewY; crkus ds fy, izLrqr dh tk;s rks og mldh dher Rs. 30/- ls 35/- ds vklikl fu/kkZfjr
djsxkA bl izdkj ds eqY;ksa dks xzkgdksa }kjk mRikn ds lEHkkfor ewY; dgk tkrk gSA
u;s mRikn ds lEcU/k esa xzkgdksa }kjk crkbZ xbZ ewY; lhek ds vUrxZr fdlh Hkh fcUnq ij ewY; r; fd;k tk ldrk
gSA izfrLi)kZ ds vHkko esa u;s mRikn dk çkjfEHkd ewY; vf/kdre fcUnq ij fuf'pr fd;k tk ldrk gSA tc
Å¡ph dher okys mRikn dh vPNh Nfo cu tkrh gS rks ewY; de fd, tk ldrs gSa rkfd xzkgd ;g eglwl djus
yxs fd de ewY;ksa ij mls vPNh oLrq izkIr gks jgh gSA
mRikn dk ewY; fu/kkZfjr djrs oDr e/;LFkksa dh ewY; ds izfr izfrfØ;k ekywe dj ysuk ykHknk;d jgrk gS( dkj.k
fd e/;LFkksa dk xzkgdksa ls lh/kk lEcU/k jgrk gS vkSj os tkurs gSa fd fdl izdkj ds ewY; ij xzkgd mRikn dks
Ø; djuk pkgsxkA blds vfrfjDr e/;LFkksa }kjk mRikn ewY; dh LohÑfr gks tkus ij mRikn fcØh esa mudh

m
#fp Hkh vf/kd jgrh gSA
dbZ ckj ,slk Hkh ns[kus esa vkrk gS fd xzkgd mRikn dk ewY; bruk de vk¡drs gSa tks mldh ykxr ls Hkh de
o
gksrk gSA bl izdkj dh ifjfLFkfr esa QeZ ds fy, vko';d gksxk fd og mRikn ykxr esa deh djs vFkok mRikn

.c
lq/kkj vPNh forj.k iz.kkyh rFkk foKkiu }kjk xzkgdksa ds eu esa mRikn ds izfr vPNh Nfo mRiUu djsA
mRikn dk xzkgd }kjk visf{kr ewY; ls Hkh de ewY; j[kuk mRikn&Nfo fcxkM+ ldrk gSA vr% ewY; fu/kkZfjr
a
djrs oDr mRikn dk ewY; visf{kr ewY; ls de ug° j[kuk pkfg,A mRikn ds lEHkkfor ewY; dk irk yxkus
gsrq vxz lzksr dke esa yk, tk ldrs gSa&
(i) vuqHkoh QqVdj Fkksd foØsrk dh ewY; lEcU/kh jk;A m
a
(ii) izfr;ksxh o rqyukRed mRiknksa ds ewY;A

n
(iii) lEHkkfor xzkgdksa ls lEidZ djds visf{kr ewY;ksa dk irk yxkukA

y
(iv) fofHkUu cktkj [k.Mksa esa mRikn ds fofHkUu ewY;ksa dk ijh{k.k djukA

d
¼[k½ fofHkUu ewY;ksa ij foØ;kuqeku yxkuk (Estimates of Sales at Prices): mRikn ds fofHkUu ewY;ksa ij mRikn
fcØh dk irk yxkuk ewY; fu/kkZj.k esa vR;f/kd lgk;d gksrk gSA mRikn&ek¡x dh yksp rhozrk dk v/;;u] bl
u
lEcU/k esa ,d vko';d dne gSA ,d mRikn dh ek¡x ykspnkj gksus ij mldh fcØh c<+kus o ykHkksa dks vf/kdre

t
djus ds fy, mldk ewY; de j[kuk ykHknk;d gksxkA blds foijhr mRikn&ek¡x ds csyksp gksus ij mRikn dk

S
ewY; de j[kus ij Hkh mldh fcØh esa o`f) ug° dh tk ldrhA vr% csyksp ek¡x okys mRikn ds fy, vf/kd ewY;
j[kus ls ykHkksa dks vf/kdre fd;k tk ldrk gSA fofHkUu ewY;ksa ij foØ; vuqeku yxkus ls ek¡x oØ ds fuekZ.k
o lefoPNsn fcUnq ds fu/kkZj.k esa lgk;rk feyrh gSA
2. izfrLi/khZ izHkkoksa dk vuqeku yxkuk
(Estimating the Competitive Influences)
ewY; fu/kkZj.k izfØ;k esa nwljk pj.k izfrLi/khZ izHkkoksa dk v/;;u djus ls lEcfU/kr gSA bl v/;;u dk mís'; orZeku
o Hkkoh izfrLi/kkZ o mlds izHkkoksa dk vuqeku yxkuk gksrk gSA le; O;rhr gksus ds lkFk&lkFk izR;sd mRikn ds LFkkukiUu
vkSj izfr;ksxh mRiknu ds fodkl dh lEHkkouk c<+rh gSA ;fn mRiknu dk foØ; ljy gS rks çfr;ksfxrk rhoz gksxhA
nh?kZdky esa bl izdkj dh izfr;ksfxrk ds fuEu rhu lzksr gks ldrs gSa&
¼d½ orZeku leku mRikn (Present Similar Products)
dher fu/kkZj.k 185

¼[k½ miyC/k LFkkukiUu oLrq,¡ (Available Substitutes)

¼x½ vlEcfU/kr oLrq,¡ tks xzkgd ds ctV dks izHkkfor djrh gSaA (Unrelated Items Influencing Customer’s
Budget)
3. cktkj Hkkx dk fu/kkZj.k
(Determination of the Market Share)
mRikn&ewY; fu/kkZj.k izfØ;k dk rhljk pj.k] cktkj Hkkx ds fu/kkZj.k ls lEcfU/kr gSA cktkj Hkkx ls vk'k; mRikn dh
dqy ek¡x ds ml Hkkx ls gS ftl ij fuekZrk vFkok foØsrk fu;U=k.k djuk pkgrk gSA cktkj va'k o`f) djus okys vkSj
cktkj va'k cuk, j[kus okys mís';ksa ls izHkkfor fuekZrkvksa ds mRikn&ewY; ,d ls ug° gksrs gSaA
cktkj&va'k dk fu/kkZj.k djrs le; ek¡x lEcU/kh vuqekuksa] izfrLi/khZ izHkkoksa] IykaV {kerk o IykaV foLrkj dh ykxrsa (Cost
of plant expansion) dks /;ku esa j[kuk pkfg,A ,d QeZ viuh mRiknu {kerk ls cktkj va'k vf/kd fuf'pr djus ij
og izkIr vkns'kksa dks iwjk ug° dj ldsxhA vxj mRikn dh ek¡x vPNh gS ijUrq QeZ Hkkoh izfr;ksfxrk ds Mj ls IykUV {kerk
dk foLrkj djuk mfpr ug° le>rh gS rks bl izdkj dh ifjfLFkfr esa mRikn ds izkjfEHkd ewY; Å¡ps Lrj ij j[ks tkus
pkfg,A

m
4. ewY;&fu/kkZj.k ds mís';ksa dk p;u

o
(Selecting the Pricing Objectives)
ewY; fu/kkZj.k izfØ;k dk pkSFkk pj.k&ewY; fu/kkZj.k ds mís';ksa dk p;u djuk gSA ewY;&fu/kkZj.k ds mís'; fuEufyf[kr
esa ls dksbZ Hkh gks ldrs gSa&
.c
a
¼d½ fofu;ksx vFkok 'kq) fcØh ij izfrQy dh nj] ¼[k½ ewY; fLFkjrk] ¼x½ izfr;ksfxrk ls nwj jguk] ¼?k½ cktkj&va'k
cuk;s j[kuk vFkok o`f) djuk] ¼³½ vf/kdre ykHk] ¼p½ cktkj eykbZ mrkjuk] ¼N½ mRikn iafDr lao)Zu] ¼t½

m
uxn olwyh] ¼>½ cktkj izos'kd vkfnA

a
bUg° mís';ksa esa ls ,d ;k vf/kd mís';ksa dh iw£r djus okys mRikn&ewY; dk p;u fd;k tkuk pkfg,A
mnkgj.kkFkZ] ;fn ykHkksa dks vf/kdre djuk gS rks Å¡ps ewY; j[kus gksaxs] ;fn cktkj esa izos'k djuk gS rks uhps ewY;
j[kus gksaxsA
n
ewY; uhfr o jhfr&uhfr dk pquko
y
d
(Selecting Price Policy and Strategy)

u
ewY;&fu/kkZj.k izfØ;k dk ik¡pok¡ pj.k ewY;&uhfr o jhfr&uhfr ds pquko ls lEcfU/kr gSA mRikn ewY; uhfr;k¡ o
jhfr&uhfr vusd izdkj dh gks ldrh gSA tSls] izfr;ksfxrk feyu ewY; uhfr] ewY; js[kk uhfr] yypkus okyh uhfr] ,d
t
ewY; uhfr] eykbZ mrkjus okyh ewY; jhfr&uhfr] cktkj izos'kd ewY; jhfr&uhfr] usrk ewY; uhfr] iw.kZ js[kk ewY; uhfr
bR;kfnA
S
,d u;s mRikn ds lEcU/k esa ewY;&fu/kkZj.k djrs oDr fuEu ewY; jhfr&uhfr;ska esa ls fdlh ,d dk pquko fd;k tkrk gS%
1. vlkekU; ewY;&uhfr (Skimming the Price Strategy)& bl jhfr&uhfr dks eykbZ mrkjus okyh uhfr Hkh
dgk tkrk gSA blds vUrxZr u;s mRikn dh dher dks Å¡ps ewY; ij ml le; rd cspk tkrk gS tc rd fd
mlds vU; izfrLi/khZ mRikn cktkj esa u vk tk;A ;g jhfr&uhfr mu u;s mRiknksa ds fy, fy;s mi;qZDr jgrh
gS tks vius vki esa fof'k"V gS vkSj ftudks cktkj esa ykus gsrq fo'ks"k :i esa izpkfjr fd;k tkrk gSA
bl fof/k dks viukus ds i{k esa fuEu rdZ fn;s tkrs gSa%
¼v½ izkjEHk eas mRikn dh ek¡x de ykspnkj gksrh gS o izfrLi)kZ Hkh de gksrh gS] vr% Å¡pk ewY; ykHknk;d gksrk
gSA vPNh foØ; iz.kkyh }kjk mRikn ds Å¡ps ewY;ksa ls ykHkksa dks vf/kdre fd;k tk ldrk gSA
186 foi.ku ds fl)kUr

¼c½ mRiknd QeZ mRikn foi.ku esa fofu;ksftr iw¡th dks de le; esa okfil izkIr dj ysrh gSA
¼l½ izkjEHk esa Å¡ps ewY; okys mRikn dks mu cktkj&[k.Mksa esa cspk tk ldrk gSA tks mPp vk; oxZ ls lEcfUèkr
gSa vkSj mRikn ds xq.kksa ls vf/kd izHkkfor gksrs gSaA ckn esa de vk; okys cktkj&[k.Mksa esa mRikn dk ewY;
?kVkdj mRikn dh fcØh c<+kbZ tk ldrh gS vkSj bl izdkj QeZ dh dqy fcØh o ykHkksa dks c<+k;k tk
ldrk gSA
¼n½ ,d fuekZrk QeZ dks oLrq dh ek¡x dh yksp dh lgh ,oa i;kZIr tkudkjh u gksus ij mRikn dk vf/kd ewY;
j[kuk ykHknk;d gksrk gS D;ksafd vkxs pydj vxj Å¡ps ewY;ksa ds dkj.k ek¡x de gks rks mRikn ewY;ksa dks
de djds ek¡x esa o`f) djus esa dfBukbZ ugha vkrhA
¼;½ Å¡ps ewY; j[kus ij izkjEHk esa vf/kd vk; gksus dh lEHkkouk gksrh gSA ijUrq mRikn ds uhps ewY;ksa dh fLFkfr
esa bl izdkj dh lEHkkouk de gksrh gSA
¼j½ izkjEHk esa u;h oLrq dk mRiknd iw.kZ {kerk dk mi;ksx ugh djrk ;k ugha djuk pkgrk gS rks bl uhfr
dks viukdj ek¡x ds izlkj dks /kheh xfr iznku dj ldrk gSA
¼y½ uohu oLrq ds vkfo"dkj vkSj lao)Zu ij bruk vf/kd O;; dj fn;k gks fd vkxs ml oLrq dh lQyrk
esa lUnsg yxrk gks rks izkjEHk esa vf/kd ewY; j[kuk ,d mi;qDr uhfr gksxhA
2.
m
cktkj izos'kd ewY; jhfr&uhfr (Market Penetration Price Strategy)& bl jhfr&uhfr ds vUrxZr ,d

o
oLrq dks cktkj esa 'kh?kz izos'k fnykus ds fy, mlds ewY;ksa dks cgqr de Lrj ij fu/kkZfjr fd;k tkrk gSA ;g

.c
uhfr eykbZ mrkjus okyh uhfr ls Bhd foijhr gS vkSj ;g nh?kZdkyhu n`f"Vdks.k ij vk/kkfjr gksrh gSA bl uhfr
esa tc mRikn vPNh rjg ls izpfyr gks tkrk gS rks /khjs&/khjs mldh dhersa Å¡ph dj nh tkrh gSaA

a
^eykbZ mrkjus okyh uhfr* dh rqyuk esa ^cktkj izos'kd ewY; uhfr* fuEu ifjfLFkfr;ksa esa vf/kd mi;ksxh le>h
tkrh gSA

m
¼d½ oLrq dh ykxr de gks rFkk mldk vkfo"dkj ,oa izpyu ij vf/kd O;; u gqvk gksA

a
¼[k½ oLrq dh fcØh ewY;ksa ls izHkkfor gksrh gks vFkkZr~ mldh ek¡x vR;f/kd ykspnkj gksA

n
¼x½ cktkj esa fdlh izfr;ksxh dks gVkdj QeZ mRikn ds cktkj dks gfFk;kuk pkgrh gksA
¼?k½ mRikn ds u;s izfr;ksfx;ksa dks cktkj esa izos'k djus ls jksduk gksA
y
¼³½ QeZ }kjk O;kid iSekus ds mRiknu ls Hkkjh ferO;f;rk,¡ izkIr dh tkuk lEHko gksA
d
¼p½ cktkj esa Å¡ps ewY; okys mRiknksa ds [kjhnnkj miyC/k u gksaA

u
¼N½ mRikn ds Å¡ps ewY; j[kus ij ljdkjh gLr{ksi dh lEHkkouk gksA

t
mRikn ds uhps ewY; j[kus dk lcls cM+k ykHk ;g gS fd blls vU; QekZsa dks mlh izdkj dk mRiknu cukdj

S
cspus ds fy, izksRlkgu ugha feyrk gS( dkj.k fd ykHk dks ns[krs gq, mUgsa mRiknu rFkk foi.ku lqfo/kkvksa esa vfèkd
/ku dk fofu;kstu djuk iM+sxkA blds vykok de ewY;ksa dh otg ls ,d QeZ ds ik¡o cktkj eas bl izdkj te
tkrs gSa fd nwljh QeZ cktkj esa vkus dh fgEer ugha djrhA ijUrq ;gk¡ ;g vfHkizk; ugha fudkyuk pkfg, fd
cktkj izos'kd uhfr ,d jkeck.k gSA mRikn ds Hkkoh cktkj lhfer gksus ij ^eykbZ mrkjus okyh uhfr* vfèkd
izHkko'kkyh gksxh dkj.k fd mRikn dk cktkj lhfer gksus ij dqy ykHk dh ek=kk de gksxh vkSj fdlh cM+s
izfrLièkhZ ls Hkfo"; esa cktkj izos'k esa dksbZ fo'ks"k ykHk ugha gksxkA vr% fo|eku QeZ dk cktkj ij ,d izdkj
ls ,dkf/kdkj cuk jgsxkA
3. usrk vuqdj.k (Follow the Leader Price)& tc dksbZ mRiknd viuh mRikn iafDr esa u;k mRikn lfEefyr
djrk gS rks ,sls mRikn dk ewY; fu/kkZj.k djrs le; izfrLi/khZ ewY; dks /;ku esa j[kk tkrk gS vFkok vU; cM+s
[;kfr izkIr mRiknd dh oLrq ds cjkcj mldk ewY; j[kk tkrk gSA bl izdkj ds ewY; fu/kkZj.k uhfr dks ^usrk
vuqdj.k uhfr* dgk tkrk gSA ewY; fu/kkZj.k dh ;g uhfr dkQh izpfyr ,oa yksdfiz; gSA
dher fu/kkZj.k 187

QeZ dh foi.ku uhfr;ksa ij fopkj fd;k tkuk

(Considering Marketing Policies)
ewY; fu/kkZj.k izfØ;k ds bl pj.k esa QeZ }kjk viukbZ tkus okyh foi.ku uhfr;ksa ij fopkj djuk gksrk gSA ;s foi.ku
uhfr;k¡ ,d QeZ dh oLrq uhfr;ksa] forj.k uhfr;ksa vkSj lao)Zu uhfr;ksa ls lEcfU/kr gksrh gSa&
1. oLrq uhfr;k¡ (Product Policies)& ewY; fu/kkZj.k djrs le; mRikn uhfr dk v/;;u dj ysuk vko';d gksrk
gS tSls D;k QeZ dh uhfr mRikn dks e/;LFk ds }kjk ;k QeZ dh 'kk[kkvksa }kjk vfUre xzkgdksa dks cspus dh gS\
mRikn js[kk lEcU/k uhfr D;k gS\ mRikn dk HkkSfrd forj.k fdl izdkj fd;k tkosxk\ blds vfrfjDr ;g Hkh
Kkr dj ysuk pkfg, fd mRikn fdruk fVdkÅ gS vkSj og fdu&fdu iz;ksxksa ds fy;s [kjhnk o cspk tkrk gSA
bl izdkj dh tkudkjh esa ewY; fu/kkZj.k dk;Z u dsoy vklku gks tkrk gS cfYd foosdiw.kZ gksrk gSA
2. forj.k uhfr;k¡ (Distribution Policies)& mRikn dh forj.k okfgdk lEcU/kh uhfr D;k gS\ e/;LFk dks nh
tkus okyh NwV dh nj D;k gksxh\ bR;kfn ds ckjs esa feyh tkudkjh ewY; fu/kkZj.k esa cM+h lgk;d gksrh gSA ,d
QeZ }kjk Fkksd foØsrkvksa] QqVdj foØsrkvksa vkSj lh/ks xzkgdksa dks csps tkus okys mRiknksa ds ewY; fHké&fHké gksaxsA
bl izdkj forj.k&uhfr;ksa dks /;ku esa j[ks fcuk ,d QeZ vius mRiknksa dk lgh izdkj ls ewY; fu/kkZj.k ugha dj

m
ldrhA

o
3. lao)Zu uhfr;k¡ (Promotional Policies)& mRikn foØ; lao)Zu ij fd;k tkus okyk [kpZ fdruk gksxk rFkk
fduds }kjk ogu fd;k tk,xk] lEcU/kh tkudkjh mRikn ewY; fu/kkZj.k ds fy, vko';d gksrh gSA mnkgj.kkFkZ

.c
vxj lao)Zu ij vf/kdrj [kpZ QqVdj O;kikjh }kjk fd;k tkus okyk gS rks mudks fn;k tkus okyk ykHk dk
ekftZu Hkh vf/kd gksxk vkSj bldk vlj mRikn fu/kkZj.k ij vusd izdkj ls iM+sxkA
fof'k"V ewY; dk pquko a
(Selection of the Specific Price)
m
a
;s pj.k ewY; fu/kkZj.k izfØ;k dk vfUre pj.k gSA ewY; fu/kkZj.k ds bl vfUre pj.k esa mijksDr lHkh pj.kksa ij ,d lkFk
rqyukRed fopkj djrs gq, fdlh fof'k"V ewY; dks pquk tkrk gSA ;|fi ewY;&fu/kkZj.k dk dksbZ loZekU; lw=k ugha gS] fQj
n
Hkh mRikn dk ewY; bl izdkj ls r; fd;k tkuk pkfg, fd mlds }kjk mRiknu ykxr ,oa forj.k ykxr dks iwjk djus

y
ds lkFk&lkFk QeZ dh fcØh rFkk 'kq) ykHkksa esa o`f) dh tk ldsA
dher foHksn
d
(Price Discrimination)
u
foHksn dgrs gSa rFkk blt
^^tc dksbZ foi.kudrkZ fdlh mRikn dks fofHké Øsrkvksa dks nks ;k nks ls vf/kd dher ij foØ; djrk gS** bldks dher

S ,d gh oLrq dks fHké&fHké Øsrkvksa dks fHké&fHké dherksa ij cspus dk dk;Z djrk gS rks mldk
uhfr dks dher fHkérk uhfr dgrs gSaA
,d fuekZrk tc viuh
;g dk;Z dher foHksn dgk tkrk gS] tSls fctyh daiuh viuh fctyh ds fofHké izdkj ds miHkksDrkvksa ls fofHké dher
ysrh gSA lk/kkj.k miHkksDrk ls vf/kd dher yh tkrh gS tcfd vkS|ksfxd miHkksDrk ls deA mlesa Hkh NksVs vkS|ksfxd
miHkksDrk ls vf/kd dher o cM+s miHkksDrk ls deA
dher foHksn ds fy, vko';d ckrsa
(Essentials of Price Discrimination)
foHksnkRed uhfr viukus ds fy, dqN ckrsa vko';d gSaA fcuk blds viuk;s gq, ;g uhfr viuk;h ugha tk ldrhA ;g
ckrsa fuEu gSa%&
188 foi.ku ds fl)kUr

1. miHkksDrk dks bl ckr dk irk ugha gksuk pkfg, fd lLrh oLrq dkSu csp jgk gS rFkk fdl LFkku ij csph tk
jgh gSA ;fn mldks bl ckr dk irk yx tk,xk rks dher foHksn uhfr lQy ugha gks ldrh gSA
2. dher vUrj bruk de gksuk pkfg, fd miHkksDrk bu vUrjksa dh fpUrk u djsA
3. miHkksDrkvksa esa ;g Hkkouk gksuh pkfg;s fd os Å¡ph dher blfy, ns jgs gSa fd oLrq vPNh gSA
dher&foHksn dk vkSfpR;
(Justification of Price discrimination)

dher&foHksn lkekftd U;k; dh n`f"V ls mfpr ugha gS D;ksafd ;g miHkksDrkvksa ds chp HksnHkko djrk gS vkSj fofHké izdkj
ds miHkksDrkvksa ls vyx&vyx dher olwy djrk gSA blls lekt dks vf/kd ykHk u gksdj fuekZrk dks vf/kd ykHk gksrk
gS tks ,dkf/kdkj tSlh fLFkfr iSnk dj miHkksDrkvksa dk 'kks"k.k djuk izkjEHk dj nsrk gSA bUgha dkj.kksa dh otg ls vejhdk
esa jkSfcUlu iSVesu vf/kfu;e (Robinson Patman Act) gS ftlds vuqlkj dher foHksn fofHké Øsrkvksa ds lkFk tks ,d
lh DokfyVh o xzsM dh oLrq [kjhn jgs gSa oftZr gS] ;fn mldk mís'; izfrLi/kkZ dks de djuk ;k nwljksa dks gkfu igqapkuk
gSA bl dkuwu ds dqN viokn Hkh gSA Hkkjr esa ;g ,dkf/kdkj ,oa izfrcU/kkRed O;kikfjd i)fr;ka vf/kfu;e 1969 ds
vUrxZr vkrk gSA
dher fHkérk fof/k;ka
m
(Price Differential Methods)
o
.c
xzkgdksa ls fHkérk muds Ø; ds vkdkj (size of purchase) xzkgdksa ds izdkj (Types of customers) Øsrk dh HkkSxksfyd
fLFkfr (Geographical location of the customer) ,oa Hkqxrku fof/k (Mode of payment) vkfn ds vk/kkj ij gks ldrh

a
gSA bl uhfr dks lHkh xzkgdksa ij ykxw fd;k tkrk gS] tks Hkh xzkgd mu 'krkZsa dks iwjk dj nsrk gS mldks og ykHk ns fn;k
tkrk gSA ;g cêk uhfr;ka ;k dher fHkérk uhfr;ka fuEufyf[kr gSa&
1. udn cêk (Cash Discount)
m
2. O;kikfjd cêk (Trade Discount)
a
3. ifjek.k cêk (Quantity Discount)
n
y
4. xSj ekSle cêk (Cash Discount)
udn cêk (Cash Discount)– ;g og uhfr gS ftlesa Øsrk }kjk ,d fuf'pr vof/k esa foØ; ewY; dk Hkqxrku
d
1.
dj nsus ij cêk dkV fn;k tkrk gSA bl cês dks udn cêk vkSj bl uhfr dks udn cêk uhfr dgrs gSaA mnkgj.k

u
ds fy, ;fn foØsrk us ;g uhfr cuk;h gS tks Hkh Øsrk foØ; ewY; dk Hkqxrku Ø; dh rkjh[k ls 10 fnu ds

t
Hkhrj dj nsxk] mldks chtd ewY; ij 3 izfr'kr dVkSrh ns nh tk;sxhA ;fn og bl vof/k esa ,slk ugha djrk

S
gS rks mldks Ø; dh rkjh[k ls 30 osa fnu iwjs chtd ewY; dk Hkqxrku djuk gksxkA ;fn fdlh xzkgd us 1,000
#0 dk eky Ø; fd;k vkSj og Ø; ds izFke 10 fnu esa gh Hkqxrku djuk pkgrk gS rks mldks 970 #0 gh nsus
gksaxsA ysfdu ;fn og bu 10 fnuksa esa Hkqxrku ugha djrk gS rks 30 osa fnu mldks iwjs 1,000 #0 dk gh Hkqxrku
djuk gksxkA
bl izdkj ;g cêk udn Hkqxrku djus ij fd;k tkrk gSA blls Øsrk ,oa foØsrk nksuksa dks ykHk feyrk gSA Øsrk
dks oLrq lLrh iM+ tkrh gSA tcfd foØsrk dks Hkqxrku tYnh fey tkrk gSA vr% og de iwath ls viuk dkjksckj
pyk ldrk gSA lkFk gh mldks m/kkj jde dh mxkgh ij vf/kd le; ;k /ku O;; ugha djuk iM+rk gSA
2. O;kikfjd cêk (Trade Discount)– blesa e/;LFk Øsrk dks mlds }kjk dh tkus okyh lsokvksa dh {kfriwfrZ ds
fy;s lwph ewY; (List Price) ij cêk fn;k tkrk gSA bl cês dks O;kikfjd cêk (Trade Discount) ;k fØ;kRed
cêk (Functional Discount) dgrs gSaA rFkk bl izdkj dh uhfr dks O;kikfjd cêk uhfr dgrs gSaA ;g {kfriwfrZ
dher fu/kkZj.k 189

vf/kd LVkd j[kus ;k xzkgdksa dks lk[k lqfo/kk,a nsus ;k foKkiu djkus ds fy;s gks ldrh gSA mnkgj.k ds fy;s
;fn dksbZ Fkksd foØsrk vius QqVdj foØsrkvksa dks m/kkj nsus dh lqfo/kk nsrk gS rks mldk fuekZrk mldks O;kikfjd
cêk nsdj mldh {kfriwfrZ dj ldrk gSA ;fn Fkksd foØsrk bl lqfo/kk dks QqVdj foØsrk dks ugha nsrk rks fuekZrk
dks ;g lqfo/kk nsuh iM+rh gSA ftlds fy;s mldks O;; gh ugha djuk iM+rk gS cfYd m/kkj jde ds ekjs tkus
dk tksf[ke Hkh lgu djuk iM+rh gSa blh izdkj ;fn dksbZ Fkksd foØsrk vU; Fkksd foØsrkvksa dh rqyuk esa vius
;gka vf/kd LVkd j[krk gS rks mls vf/kd LVkd j[kus dk cêk fn;k tk ldrk gSA bl cês dh nj bl izdkj
gks ldrh gS& Fkksd foØsrk ls lwph ewY; dk 25 izfr'kr o QqVdj foØsrk dks 15 izfr'krA
3. ifjek.k cêk (Quantity Discount)– tc ,d fuekZrk vius xzkgdkas dks vf/kd Ø; djus ds fy, ;k viuh
[kjhn ml foØsrk ij dsfUnzr djus ds fy, lwph&ewY; ij cêk nsrk gS rks bl cês dks ifjek.k cêk dgrs gSaA
bl fof/k ds viukus esa foØsrk dks ykHk ;g gS fd&
(i) mldh fcØh esa o`f) gksrh gSA
(ii) lkSnksa dh la[;k essa deh gksrh gS ftlds ifj.kkeLo:i foØ; leL;k,a de gksrh gSa]
(iii) vkns'k cM+h&cM+h ek=kk esa vkus ls foØ; O;;ksa tSls iSfdax ifjogu vkfn esa deh gksrh gSA
(iv) vf/kd foØ; ,oa O;;ksa esa dVkSrh gksus ls ykHkksa dh ek=kk esa o`f) gksrh gS xzkgdksa dks Hkh bl uhfr ls ykHk

m
gksrk gSA mudks oLrq lLrh feyrh gS rFkk oLrqvksa ds Ø; djus esa O;; de gksrs gSaA
ifjek.k cêk nks izdkj dk gksrk gS&
o
.c
1. lap;h ifjek.k cêk (Cumulative Quantity Discount)
2. vlap;h ifjek.k cêk (Non-Cumulative Quantity Discount)

a
1. lap;h ifjek.k cêk (Cumulative Quantity Discount): ;g cêk ,d fuf'pr vof/k esa fn;s gq, dqy
vkns'kksa dh ek=kk ds vk/kkj ij fn;k tkrk gSA bl cês dk mês'; xzkgdksa dks vU; foØsrkvksa ls eky Ø;
m
djus dh izof` Ùk dks grksRlkfgr djuk gSA bldk vFkZ ;g gS fd Øsrk ,d fuf'pr vof/k esa gh foØsrk ls

a
eky Ø; djsA bl uhfr esa FkksM+h ek=kk esa Ø; djus ij cês dh njsa fuEu izdkj tSlh gksrh gSA

n
Ø; dh ek=kk cês dh nj

y
15,000 #0 rd dksbZ cêk ugha
15,001 #0 ls 40,000 #0 rd 3 izfr'kr

d
40,001 #0 ls 75,000 #0 rd 4 izfr'kr

u
75,001 #0 ls 1,25,000 #0 rd 5 izfr'kr

t 1,25,001 #0 ls 250,000 #0 rd 6 izfr'kr

S 2,50,001 #0 ls Åij 7 izfr'kr

2. vlap;h ifjek.k cêk (Non-Cumulative Quantity Discount): blesa cêk izR;sd ckj ds foØ; ij
fn;k tkrk gSA mnkgj.k ds fy, ;fn ge eku ysa fd ,d foØsrk us vius cês dh nj 2,000 #0 ij 2 izfr'kr
fuf'pr dj j[kh gS rks tks Hkh xzkgd ,d ckj esa 2,000 #0 ;k blls vf/kd ek=kk dk vkns'k nsxk mldks
2 izfr'kr cêk ns fn;k tk;sxkA ;fn ,d gh xzkgd bruh gh ek=kk dk vkns'k ,d o"kZ esa dbZ ckj nsxk rks
mldks mruh gh ckj dVkSrh ns nh tk;sxhA blds foijhr ;fn ,d xzkgd rhu ckj Øe'k% 300 #0]
1500 #0] ,oa 800 #0 dk vkns'k nsrk gS rks mldks rhuksa gh ckj dksbZ cêk ugha fn;k tk;sxk D;ksafd izR;sd
ckj mldk vkns'k 2,000 #0 ls de gSA ;g cêk bl mís'; ls fn;k tkrk gs fd xzkgd gj ckj cM+h ek=kk
esa Ø; djsA cM+h ek=kk ds vkns'k izkIr gksus ls foØ; O;;ksa esa deh gksrh gSA
190 foi.ku ds fl)kUr

4. xSj&ekSle cêk (Off-Season Discount)– tc dksbZ foØsrk fdlh oLrq dk ekSle fudy tkus ds ckn blds
?kVs gq, ewY;ksa ij cspuk izkjEHk dj nsrk gS rks bl izdkj dh ewY; esa dVkSrh xSj ekSleh cêk dgykrh gSA vkerkSj
ij ik;k tkrk gS fd fctyh ds ia[ks] dwyj] ,oa jsÝhtjsVjksa ij tkM+ksa esa xSj&ekSleh cêk (Off-Season discount)
fn;k tkrk gSA blh izdkj Åuh eky ij xfeZ;ksa esa cêk fn;k tkrk gSA
iqu% foØ; dher vuqj{k.k
(Resale Price Maintenance)
dbZ ckj fuekZrk mu dherksa ij fu;a=k.k djuk pkgrk gS ftu ij okLro esa e/;LFk Fkksd foØsrk ;k QqVdj foØsrk
miHkksDrkvksa dks oLrq csprs gSaA fuekZrkvksa }kjk fd;s x, bl izdkj ds fu;a=k.k dks ^^iqu%** foØ; dher vuqj{k.k dgrs gSaA
,slk dher fu;a=k.k vkSikpkfjd ;k vukSipkfjd gks ldrk gSA vukSipkfjd iqu% foØ; fu;a=k.k esa fuekZrk iqu% foØ; ewY;
dks csps tkus okys iSdstksa ij eqfnzr dj nsrk gSA ;k vius foØ; ,tsaVksa }kjk mUgsa izpkfjr nsrk gSA vkSipkfjd iqu% foØ;
vuqj{k.k fuekZrk rFkk e/;LFkksa ds chp ds vuqca/k ls izHkkfor gksrk gSA fuekZrk ds foØ; ewY; ds vuqca/k esa gh e/;LFkksa ds
}kjk fd, tkus okys iqu% foØ; ewY; ds vuqca/k Hkh gksrs gSa] vFkok ljdkjh vkns'kksa ds vuqlkj ljdkj }kjk fuf'pr fd,
x, iqu% foØ; ewY;ksa ls e/;LFkksa dks voxr djk fn;k tkrk gSA
iqu% foØ; dher vuqj{k.k dh uhfr;ksa dks fuekZrkvksa }kjk viukus ds dkj.k fuEu gSa&
mRikn dks ,d leku vkSj ,d fuf'pr ewY; ij cspus ds fy, fuekZrk tc rd iqu% foØ; fu;a=k.k ugha ykxw m
o
1.
djrs rc rd fofHké e/;LFkksa }kjk fy, x, ewY;ksa esa varj gksrk gSA

.c
2. mRiknksa dks dher usrk gksus ls cpkus ds fy,A

a
3. fuekZrk ;g fo'okl djrs gSa fd mRiknksa ds ewY;ksa ds vk/kkj ij miHkksDrk viuh ekax dh ek=kk dh x.kuk djrs
gSaA

m
dbZ fuekZrk iqu% foØ; dher vuqj{k.k dks ugha viukrs rFkk Lora=k izfr;ksfxrk dks vodk'k iznku djrs gSaA Qyr% Fkksd

a
O;kikjh vkSj QqVdj O;kikfj;ksa esa izfrLi/kkZ gksrh gSA ,slh izfrLi/kkZ esa Fkksd vkSj QqVdj O;kikfj;ksa ds ykHk dh ek=kk de
gks tkrh gS] rFkk miHkksDrk lLrs ewY;ksa ij oLrq ik tkrs gSaA iqu% foØ; dher fu;a=k.k esa iz'kklu laca/kh dfBukb;ka Hkh
n
gSaA rFkk bls ykxw djus dh dfBukb;ka Hkh gSaA fo'ks"kr;k ogka tgka e/;LFkksa dh Ükà[kyk vf/kd yach gS ;k mRikn dk forj.k

y
cM+h rknkn esa gSA Hkkjr esa xr dqN o"kkZsa ls iqu% foØ; dherksa esa vR;f/kd o`f) gks tkus ds dkj.k lHkh cM+s fuekZrkvksa
}kjk iqu% foØ; dher fu;a=k.k viuk;k tkus ykxk gSA nokbZ;ksa] LdqVlZ] dkj] jsÝhtjsVlZ] lwrhoL=k] fo|qr lkeku vkfn
d
dqN mnkgj.k gSaA Hkkjr ljdkj }kjk iqu% foØ; dher fu;a=k.k ds fy, fuekZrvksa vkSj foØsrkvksa dks iw.kZ Lora=krk ugha

u
nh xbZ gS daiuh dks Hkkjr ljdkj ls iqu% foØ; dher fuf'pr djus ds fy, iwoZ vuqefr ysuh iM+rh gSA bl laca/k esa

t
ljdkjh vkns'k tkjh fd;k x;k gSA

S
,dkf/kdkj ,oa izfrca/kkRed O;kikfjd i)fr;ka vf/kfu;e (Monopolies & Restrictive Trade Practices Act), 1969
dh /kkjk 40 dh Vhdk ds vuqlkj% ^^fdlh o.kZu okys eky dh fcØh ds laca/k esa iqu% foØ; dk vFkZ fdlh dher ;k U;wure
dher ls gS tks fd Mhyj dks lwfpr fd;k x;k gS ;k eky dh iwfrZ djus okys ;k mldh vksj ls Nkik x;k gSA ¼dkuwuh
:i ls ;k vU;Fkk½ rFkk ftldks ml o.kZu dh oLrq dh fcØh ds fy, tkuk gS ;k ftldks blds fy, mfpr crkdj
flQkfj'k dh x;h gS] ;k dksbZ dher tks Fkksd ;k QqVdj foØsrk vkSj iwfrZdrkZ ds lkFk gq, fdlh izlafons ;k le>kSrs
ds vuqlkj bl mís'; ds fy, fu/kkZfjr fd;k x;k gS ;k ,slk fu/kkZfjr fd;k gqvk crk;k x;k gSA**8
8
"Resale price, in relation to the sale of goods of any description, means any price notified to the deder or otherwise published by or
on behalf of the supplier of goods in question (whether lawful or not) as the price or minimum price which is to be charged on, or
is recommended as appropriate for, sale of that description or any price prescribed or purported to be prescribed for that purpose by
any contract or agreement between the wholesaler or retailer and any such supplier (Explanation 1 to Section 40 of MRTP Act,
1969).
dher fu/kkZj.k 191

bl izdkj iquZfoØ; dher (Resale Price) dk vFkZ ml dher ls gS ftl dher ij oLrq dks ,d e/;LFk }kjk iqu% cspk
tkrk gS ;g dher oLrq ds iwfrZdrkZ }kjk ekSf[kd ;k fyf[kr :i ls crk fn;k tkrk gSA ;g ;k rks og fuf'pr dher
gksrh gS ftl ij fcØh gksuh gS ;k og U;wure dher gksrh gS ftlls de ij oLrq dh fcØh ugha dh tk ldrh gS] ;|fi
blls vf/kd ij fcØh dh tk ldrh gSA tc ,d laLFkk bl izdkj dh uhfr viukrh gS rks bls iqu% foØ; ewY; vuqj{k.k
(Resale Price Maintenance) dgrs gSaA
^^iqu% fcØh dher vuqj{k.k ,d foi.ku uhfr gS ftlesa fuekZrk ;k oLrq dk ekSfyd] ftldh igpku czk.M] VªsMekdZ]
dkWihjkbV ;k isVs.V ls gksrh gS] ml dher ij izfrca/k yxk nsrk gS ftl ij Øsrkvksa ;k miØsrkvksa ds }kjk mldks cspk
tk;sxkA** bldk vFkZ ;g gqvk fd e/;LFkksa ds }kjk ml oLrq dh fcØh fuekZrk ;k ekfyd }kjk fu/kkZfjr dher ij gh
dh tk ldrh gSA ;g fu/kkZfjr dhersa rhu izdkj dh gksrh gSa&
1. fuekZrk }kjk fu/kkZfjr dher ij% ;g ewY; fuekZrk }kjk fu/kkZfjr gksrk gS vkSj blesa ifjorZu ugha fd;k tk
ldrk gSA dksbZ Hkh e/;LFk bl dher ls de ij vkSj u vf/kd ij oLrq dh fcØh dj ldrk gSA
2. fuekZrk }kjk fu/kkZfjr dher ls vf/kd ij u cspuk% blesa fuekZrk }kjk fu/kkZfjr dher ls vf/kd dher eè;LFk
ds }kjk ugha fy;s tk ldrs gSa ysfdu de dher ij cspuk pkgsa rks csp ldrs gSaA
3. fuekZrk }kjk fu/kkZfjr dher ls de ij u cspuk% blesa fu/kkZfjr dher ls de dher ij oLrqvksa dh fcØh

m
e/;LFkksa }kjk ugha dh tk ldrh gS bl izdkj dh uhfr dks iquZfoØ dher fu/kkZj.k (Resale Price Fixing) Hkh

o
dgrs gSaA dqN fo}ku bldks mfpr O;kikj (Fair Trading) dgrs gSaA

.c
mi;qZDr rhuksa :iksa dk eq[; mís'; iqu% foØ; dherksa ij izfrcU/k yxkuk gSA bl izfrcU/k ds yxkus ds dkj.k
cgqr ls gks ldrs gSaA
iqu% foØ; ewY; vuqj{k.k uhfr dk ewY;kadu
(Evaluation of Resale Price Maintenance Policy) a
m
,d foi.ku izcU/kd dks iqu% foØ; dher vuqj{k.k dh uhfr viukus ls iwoZ bl ij iw.kZ fopkj dj ysuk pkfg,A ;g fopkj

a
fuekZrk e/;LFk ,oa miHkksDrkvksa ds n`f"Vdks.k ls gks ldrk gSA
1.
,oa ykHkdkjh gS n
fuekZrk i{k (Manufacturer's View Point)&fuekZrk ds n`f"Vdks.k ls iqu% foØ; dher vuqj{k.k uhfr vPNh

y
(i) bl uhfr dks viukus ls foKkiuksa esa mRikn dh foØ; dher nh tk ldrh gS vkSj dher dVkSrh izfr;ksfxrk

d
ls cpk tk ldrk gS lkFk gh dVkSrh ls tks oLrq dh Nfo dks gkuh igqaprh gS mlls Hkh cp ldrs gSaA ;g

u
dher dVkSrh foKkiuksa esa dher fn;k jgus ds dkj.k ugha gks ikrh gS vkSj e/;LFk foØsrk mlh dher ij

t
cspus dk iz;Ru djrs gSaA xzkgd Hkh ml dher dks nsus ds fy, rRij jgrs gSa D;ksafd foKkiuksa esa og dher
fn;k jgrk gSA
S
(ii) bl uhfr esa miHkksDrk ds lkFk dher laca/kh /kks[kk ugha fd;k tk ldrk gS D;ksafd miHkksDrk dks rks dher
dh tkudkjh igys ls gh gSA
(iii) ;g uhfr miHkksDrk dks ikl ds gh LVksj ;k nqdku ls oLrq Ø; djus ds fy, izsfjr djrh gS ftlls dqy
fcØh dh laHkkouk,a cuh jgrh gSaA bldk dkj.k ;g gS fd lHkh e/;LFk foØsrk mlh fu/kkZfjr dher ij
gh oLrq dk foØ; djrs gSaA
(iv) fuekZrk dh n`f"V ls ;g uhfr blfy, vPNh gS fd blesa e/;LFkksa dks dher izfr;ksfxrk ls cpk;k tk ldrk
gSA
ysfdu fuekZrk dh bl uhfr dh vkykspuk bl vk/kkj ij dh tkrh gS fd blesa miHkksDrk] e/;LFk foØsrk nksuksa
dks gkfu jgrh gSA miHkksDrk dk dguk gS fd mlls oLrq ds okLrfod dher ls vf/kd olwy fd;k tkrk gS bl
192 foi.ku ds fl)kUr

uhfr esa iqu% foØ; dher c<+rs gh jgrs gSa lkFk gh oLrq dh DokfyVh eas Hkh fxjkoV vk tkrh gSA
e/;LFk foØsrk dk dguk gS fd mldks ,slh oLrqvksa ds foØ; ij ykHk cgqr gh de ek=kk esa feyrk gS tcfd
,slh oLrqvksa dks cspus ds fy, forj.kdrkZ ;k izfrfuf/k cuus esa dkQh /ku fofu;ksftr djuk iM+rk gSA
2. e/;LFk foØsrkvksa dk i{k (Middlemen's Viewpoint)&e/;LFk foØsrk bl uhfr ds i{k esa jgrs gSa] blds nks
dkj.k gSa%
(i) xzkgd dks dher dh tkudkjh gksus ds dkj.k mlls eksyHkko djus dh vko';drk ugha jgrh gSa bl izdkj
foØ; esa de le; yxrk gSA
(ii) ,slh oLrqvkas ds cspus esa gkfu dh tksf[ke de gh jgrh gS D;ksafd ewY; izfr;ksfxrk ugha gksrh gSA
ysfdu e/;LFk bl uhfr dh vkykspuk djrs gSa fd mudks ykHk de feyrs gSa] rFkk oLrq dks cspus ds fy, fuekZrk
ls ,tsUlh ysus esa ykxr vf/kd vkrh gSA lkFk gh le;&le; ij fuekZrk ds vkns'kksa dk ikyu djuk iM+rk gSA
3. miHkksDrk dk i{k (Consumer's Viewpoint)&bl uhfr ds leFkZdkas dk dguk gS fd%
(i) blesa dher mfpr Lrj ij cus jgrs gSaA
(ii) miHkksDrkvksa dks oLrq [kjhnus ds fy, vf/kd nwj rd ugha tkuk iM+rk gS vkSj bl izdkj muds /ku ,oa le;

m
dh cpr gksrh gSA
ysfdu bu nyhyksa esa vf/kd lkj izrhr ugha gksrk gSA bldk dkj.k ;g gS fd iqu% foØ; dher vuqj{k.k esa mfpr
o
ls vfèkd dher yh tkrh gSA ftldh iqf"V fofHké miHkksDrk leqnk;ksa }kjk dh tk pqdh gSA ;fn oLrq dk vuqj{k.k

.c
dher u gks rks oLrq dh dher de gh jgsxh D;ksafd e/;LFk foØsrkvksa }kjk oLrq dks cspus ds fy, izfr;ksfxrk
dh tk;sxhA

a
bl uhfr ds viukus esa dhersa de ugha gksrha cfYd mÙkjksÙkj c<+rh gh jgrh gSaA bldh Hkh iqf"V fofHké vuqlaèkkuksa
}kjk dh tk pqdh gSA dHkh&dHkh ;g Hkh ik;k tkrk gS fd oLrq dh vuqj{k.k dher rks o"kkZsa rd ,d gh cuk jgrh
gS ysfdu bldh DokfyVh esa fxjkoV dj nh tkrh gSA m
fu"d"kZ
a
nigqaprh gSA vktdy dh lektoknh vFkZO;oLFkk esa rks bl uhfr dk
mi;qZDr v/;;u ls ge bl fu"d"kZ ij vkrs gSa fd iqu% foØ; dher vuqj{k.k ls fuekZrk ,oa e/;LFk dks dqN ykHk vo';

dksbZ LFkku ugha gSA Hkkjr esa ;g uhfr vuqy

feyrs gSa ysfdu mlls miHkksDrk ds fgrksa dks gkfu
lwfpr crkbZ tkrh gS rFkk bldk iz;ksx voS/kkfud gSA
Hkkjr esa dherksa ij ljdkjh fu;a d =k.k
u
(Govt. Regulation on Pricing in India)
t
Hkkjr esa dherksa ij ljdkjh fu;a=k.k vU; ns'kksa dh rqyuk esa vf/kd iqjkuh ugha gSA lcls igys ;g fu;a=k.k esa Hkkjr
S
1939
esa lqj{kk fu;eksa
(Defence of India rules) ds vUrxZr yxk;s x;s Fks tks 30 flrEcj] 1946 rd ykxw jgsA bu izfrca/kksa
dks ykxw j[kus dh vko';drk dks ekurs gq, ljdkj us ,d v/;kns'k ls budks tkjh j[kk vkSj ml v/;kns'k dk LFkku
vko';d iwfrZ ¼vLFkk;h vf/kdkj½ vf/kfu;e (Essential Supplies Temporary Powers Act, 1946) us ys fy;k tks 26
tuojh] 1955 dks lekIr gks x;kA ckn esa bldk LFkku] vizy
S ] 1955 ls vko';d oLrq vf/kfu;e (Essential Commodities
Act 1955) us ys fy;k gSA

vktdy ljdkj dks fdlh Hkh oLrq dh dherksa esa gLr{ksi djus dk vf/kdkj fuEu vf/kfu;eksa ds vUrxZr feyk gqvk
gS&
1. vko';d oLrq,a vf/kfu;e (Essential Commodities Act, 1955)
2. vkS|ksfxd fodkl ,oa fu;eu vf/kfu;e (Industries Development & Regulation Act, 1951)
dher fu/kkZj.k 193

3. ,dkf/kdkj ,oa izfrcU/kkRed O;kikfjd i)fr;ka vf/kfu;e (Monopoloies & Restrictive Trade Practices Act,
1969)
4. Hkkjr lqj{kk vf/kfu;e (Defence of India Rules)
budk foLr`r forj.k ^^foi.ku i;kZoj.k** ds v/;k; esa fn;k x;k gSA

m
o
.c
a
m
a
n
y
d
u
t
S
194 foi.ku ds fl)kUr

v/;k;&11
forj.k okfgdk,¡
(Distribution Channels)
forj.k ek/;e ;k okfgdkvksa dk vFkZ
(Meaning of Channels of Distribution)
izR;sd oLrq dk mRiknu mlds vfUre miHkksDrk rd igqapkus ds fy, fd;k tkrk gS ysfdu mldks vfUre miHkksDrk rd
dbZ ek/;eksa esa igqapk;k tk ldrk gS( tSls] fuekZrk QqVdj foØsrkvksas dh lsokvksa dk miHkksx dj miHkksDrkvksa dks csp ldrk

m
gSA izfrfuf/k fu;qDr djds Hkh oLrqvksa dks cspk tk ldrk gSA ,d ls vf/kd e/;LFkksa dh lsokvksa dk ykHk Hkh mBk;k tk
ldrk gSA ;g lHkh forj.k ek/;e ;k okfgdk dh ifjHkk"kk ds vUrxZr vkrs gSaA forj.k ek/;e dks O;kikfjd ek/;e
(Trade Channel) Hkh dgrs gSaA fofHké fo}kuksa ds vuqlkj forj.k ek/;e ;k okfgdk dk vFkZ fuEu izdkj gS&
o
.c
1. fofy;e ts- LVk.Vu ds vuqlkj] ^^oLrqvksa ds vf/kdkj&LokfeRo dks vfUre miHkksDrk ;k vkS|ksfxd foØsrk rd
igqapkus esa tks ek/;e viuk;k tkrk gS] og forj.k ek/;e dgykrk gSA**1
2.
,d mRiknd viuk eky iz;ksxdrkZvksa ds gkFk esa lkSairk gSA**2
a
fjpkMZ clfØd dh jk; esa] ^^forj.k ek/;eksa dk vk'k; mu vkfFkZd laLFkkvksa dh jhfr;ksa ls gS ftuds ek/;e ls

3. m
eSdkFkhZ ds er esa] ^^mRiknd ls miHkksDrk rd dh laLFkkvksa dk dksbZ Hkh Øe ftlesa ;k rks ,d e/;LFk gS ;k mudh
a
dksbZ Hkh la[;k gks ldrh gS] forj.k ek/;e dgykrk gSA**3
4.
n
fQfyi dksVyj dh jk; esa] ^^izR;sd mRiknd] fofHké foi.ku e/;LFkksa dks] tks QeZ ds y{;ksa dks lokZsÙke <ax ls

y
iwjk djrs gSa] ijLij tksM+us dh dksf'k'k djrk gSA foi.ku e/;LFkksa dk ;g lsV gh foi.ku ekxZ dgykrk gSA bldks
O;kikfjd ekxZ ;k forj.k ekxZ Hkh dgrs gSa**4
5. d
df.MQ] fLVy ,oa xksoksuh ds er esa] ^foi.ku ek/;e os forj.k tky gSa ftuds ek/;e ls mRiknd oLrqvksa dks

u
cktkj dh vksj izokfgr djrs gSa**5

t
mi;qZDr ifjHkk"kkvksa ls ;g fu"d"kZ fudyrk gS fd (i) forj.k ek/;e esa fuekZrk o vfUre miHkksDrk nksuksa dks

S
lfEefyr fd;k tkrk gSA (ii) vr% bu nksuksa dks feykus esa tks Hkh e/;LFk viuh lsok,a iznku djrs gSa os blds
vUrxZr vkrs gSaA (iii) ysfdu os laLFkk,¡ forj.k ek/;e dh ifjHkk"kk esa 'kkfey ugha dh tkrh gS] tks flQZ lsokvksa
1
"A channel of distribution for a product is the route taken by the title to the goods as they move from the producer to the ultimate
consumer or industrial user." – Stanton: Fundamentals of Marketing, p. 354.
2
"Distribution channels are systems of economic institutions through which a producer of goods delivers them into the hands of their
users." – Richard Buskrik: Principles of Marketing, p. 295.
3
"Any sequence of institutions from the producer to the consumer, including one or any number of middlemen, is called a channel of
distribution." –McCarthy: Basic Marketing, p. 324.
4
"Every producer seeks to link together the set of marketing intermediaries that best fulfil the firm's objectives. This set of marketing
intermediaries is called the marketing channel (also trade channel and channel of distribution)"
–Philip Kotler: Marketing Management, P.552
5
"Marketing channels are the distribution networks through which producers' products flow to the market."
–Cundiff, Still & Govoni: Fundamentals of Marketing, p.225.
forj.k okfgdk,¡ 195

dks gh iznku djrh gSa vkSj oLrqvksa dk LokfeRo lEcU/kh vf/kdkj ugha cnyrha( tSls] cSads] ifjogu laLFkk,¡] Hk.Mkj]
vkfnA bldk vFkZ ;g gS fd forj.k ek/;e esa oLrq dk LokfeRo cnyuk vko';d gSA blds vfrfjDr] ;g Hkh
vko';d gS fd fdlh e/;LFk ds }kjk oLrq esa dksbZ [kkl ifjorZu ugha fd;k tkuk pkfg,A ;fn oLrq dh izÑfr]
fMtkbu] xq.k] vkfn esa ifjorZu dj fn;k tkrk gS rks ftl e/;LFk us ifjorZu fd;k gS ogk¡ ls u;k forj.k ekè;e
izkjEHk gks tkrk gSA
la{ksi esa] forj.k ek/;e oLrqvksa ds LokfeRo gLrkUrj.k dk ekxZ gS vkSj blesa dsoy mUgha laLFkkvksa dks 'kkfey fd;k
tkrk gS tks oLrqvksa ds LokfeRo gLrkUrj.k esa lg;ksx djrh gSa rFkk fcuk fdlh ifjorZu fd;s oLrqvksa dks vfUre
miHkksDrkvksa ;k vkS|ksfxd mi;ksxdrkZvksa rd igqapkrh gSaA**
forj.k okfgdk ds p;u gsrq izfØ;k
forj.k&okfgdk ds p;u gsrq csfl;u fof/k (Bayesian Methodology) dks viuk;k tk ldrk gS bl çdkj foi.ku
voljksa dks ifj.kkRed :i nsdj Hkh forj.k&okfgdk dk p;u Js;Ldj ekuk x;k gSA
fofy;e ystj us forj.k&okfgdk ds vfHkdYiu ,oa p;u gsrq viukbZ tkus okyh izfØ;k esa fuEufyf[kr fcUnqvksa ij fopkj
djuk vko';d ekuk gS&
1. laxr ?kVdksa dk ewY;kadu (Evaluating Relevant Factors)–ystj ds erkuqlkj forj.k&okfgdkvksa ds

m
vfHkdYiu ,oa p;u dh izf Ø;k dk izFke pj.k laxr ?kVdksa dk ewY;kadu djuk gSA bu ?kVdksa esa mRikn] cktkj]
miHkksDrk LoHkko] miyC/k forj.k&okfgdk,a] forj.k lk/ku] rduhdh Kku] cktkj&fLFkfr] nh tkus okyh lqfoèkk;sa
vkfn dks izeq[kr% lfEefyr fd;k tk ldrk gSA
o
.c
2. okfgdk ls mRié gksus okyh ek¡x dk fu/kkZj.k (Specifying Demands from Channel)–nwljs pj.k ij
izLrkfor okfgdk ls mRié gksus okyh ek¡x dk fu/kkZj.k fd;k tkuk pkfg,A blh pj.k ij ikjLifjd lhekvksa

a
(Constraints) ,oa lg;ksx dk Hkh v/;;u fd;k tkuk pkfg,A blds vfrfjDr mu pyksa ij Hkh fopkj fd;k
tkuk pkfg, tks okfgdk dh ek¡x dks izHkkfor dj ldrs gksa vFkok ikjLifjd lg;ksx dks izHkkfor djus dh fLFkfr
esa gksa½
m
a
3. izfrLif/kZ;ksa dh okfgdkvksa dk ewY;kadu djuk (Evaluating the Competitor's Channel)–bl pj.k ij
izcU/kdksa dks pkfg, fd os QeZ dh izfrLi/kkZ laLFkkvksa }kjk iz;qDr dh tk jgh okfgdkvksa dk v/;;u djs vkSj
n
irk yxk;s fd mu okfgdkvksa ds iz;qDr fd;s tkus ds ihNs D;k dkj.k gSa\ ;gk¡ ;g Hkh ekywe fd;k tkuk pkfg,

y
fd izfrLi/khZ laLFkkvksa }kjk iz;qDr okfgdkvksa ds viukus ij D;k leL;k,¡ iSnk gks ldrh gSa\
oSdfYid okfgdkvksa dk ewY;k¡du (Evaluating the Other Alternative Channels)–bl pj.k ij oSdfYid
d
4.
okfgdkvksa dh iz;qfDr dh lEHkkoukvksa rFkk muls mRié gksus okys ykHkksa] vkSj vojks/kksa dh tkudkjh dh tkuh

u
pkfg,A ,slk djrs le; ykxr&vk; fo'ys"k.k dks vk/kkj cuk;k tkuk Js;Ldj jgrk gSA ewY;kadu ds vU;

t
vkèkkjksa esa ^fu;a=k.k* ,oa ^vuqdwyu* (Adaptive) vk/kkj lfEefyr fd;s tk ldrs gSaA

S
5. lEHko okfgdkvksa dk fo'ys"k.k (Analysing Feasible Distribution Channels)–bl pj.k ij mu okfgdkvksa
dk fo'ys"k.k fd;k tkuk pkfg, ftudh iz;qfDr QeZ ds izcU/kdksa dks lEHko izrhr gksrh gSA ,slk fo'ys"k.k djrs
le; izR;sd okfgdk dks QeZ ds lEeq[k izLrqr vFkok lEHkkfor leL;kvksa ,oa lhekvksa ds lUnHkZ esa ns[kuk pkfg,A
6. okfgdk vFkok okfgdkvksa dk p;u (Selecting the Channel or Channels)–;g vfUre pj.k gS tks Js"B
okfgdkvksa ds p;u dks crykrk gSA bl pj.k ij mu ifj.kkeksa dk iwoZ&fu/kkZj.k fd;k tkrk gS ftUgsa p;fur
okfgdk }kjk izkIr djuk gksrk gSA bl pj.k ij lEHkkfor lek;kstuksa dk Øe Hkh fu/kkZfjr fd;k tkrk gSA

forj.k ek/;e ;k okfgdk ds dk;Z

(Functions of Distribution Channel)
oLrq ds forj.k ds fy, forj.k ek/;e ds }kjk cgqr&ls dk;Z fd;s tkrs gSaA bUgha dk;kZsa dks forj.k ek/;e ;k okfgdk
ds dk;Z dgrs gsaA ;g dk;Z fuEufyf[kr gSa&
196 foi.ku ds fl)kUr

1. ewY; fu/kkZfjr djuk (Fixing price): forj.k ek/;e ewY; fu/kkZfjr djrk gSA lk/kkj.kr;k ;g ik;k tkrk gS
fd fuekZrk ds }kjk vius e/;LFkksa ls lykg yh tkrh gS fd os crk;sa fd ,d miHkksDrk ;k Øsrk mudh oLrq dks
fdrus esa Lohdkj dj ldrk gS\ e/;LFkksa dks cktkj dh vPNh tkudkjh gksrh gS vr% os vius vuqHko o Kku
ds vk/kkj ij oLrq ds ewY; ds lEcU/k esa lq>ko nsrs gSa tks cgqr gh mfpr ,oa le;kuqdwy gksrs gSaA
2. fu.kZ;ksa dks fu;ec) djuk (Routinization of decisions): forj.k ek/;e dk nwljk dk;Z fu.kZ;ksa dks
fu;ec) djuk gSA ;fn cktkj esa oLrq fcd jgh gS vkSj dksbZ e/;LFk mldks cspus ds fy, viuh nwdku ij j[kuk
pkgrk gS rks og viuk vkns'k fuekZrk dks nsdj vius fu.kZ; dks fu;ec) djk ldrk gSA bl izdkj e/;LFkksa
dh lgk;rk ls cM+h ek=kk esa fcØh dh tk ldrh gSA ,d ckj forj.k ek/;e LFkkfir gks tkus ls eky dks izokfgr
djus esa O;; Hkh de gh gksrs gSaA
3. foÙk izcU/k djuk (Managing finances): forj.k ek/;e dk rhljk dk;Z foÙk dk izcU/k djuk gSA ;fn oLrq
e/;LFkksa ds ek/;e ls csph tkrh gS rks e/;LFkksa ds }kjk vius vkns'k ds lkFk dqN /ku vfxze ds :i esa fn;k tkrk
gS ftlls fuekZrk dks vius foÙk izcU/k esa lqfo/kk jgrh gSA dHkh&dHkh e/;LFkksa dks eky cSadksa ds ek/;e ls Hkh Hkstk
tkrk gSA ftlls fuekZrk ml eky lEcU/kh izi=k dks cSad ls cês ij Hkquk ysrk gS vkSj bl izdkj vius foÙk dk

m
izcU/k dj ysrk gSA dHkh&dHkh forjd ;k izfrfuf/k Hkh fu;qfDr fd;s tkrs gSa muls Hkh dqN /ku /kjksgj (security)
ds :i esa fey tkrk gSA bl izdkj forj.k ek/;e dk dk;Z foÙk izcU/k djuk Hkh gSA
4. o
lao)Zu fØ;k,¡ djuk (Promotional activities): O;olk; esa fuekZrk ,oa e/;LFkksa ds }kjk lao)Zu fØ;k,¡ dh

.c
tkrh gSaA ;g e/;LFk nqdku dh vyekfj;ksa esa oLrqvka dk izn'kZu djds foØ;&lao)Zu o foKkiu dk dk;Z djrs
gSaA dHkh&dHkh ;g e/;LFk Lo;a foKkiu o foØ;&lao)Zu Hkh djrs gSaA fuekZrk Hkh bu e/;LFkksa dks bl dk;Z
a
dks djus ds fy, fofHké izdkj ds izyksHku nsrs gSa( nqdku dh lkt&lTtk ds fy, vyekjh] jSd] b'rgkj] vkfn

m
eq¶r nsuk( foKkiu o foØ;&lao)Zu O;; dk dqN Hkkx Lo;a ogu djuk o e/;LFkksa ds foØ;drkZvksa dks izf'k{k.k
nsuk] vkfnA
5. a
lapkj esa lgk;rk djuk (Aiding communication): forj.k ek/;e lapkj lqfo/kk dk Hkh dk;Z djrs gSaA os
n
e/;LFk tks fdlh fuekZrk dh oLrq,¡ csprs gSa os vius fuekZrk dks cktk: lwpuk,¡ Hkh nsrs jgrs gSa ftlls fuekZrk

y
Øsrkvksa dh ilUn o vko';drk ds vuqlkj mRiknu esa Qsj&cny djrk jgrk gS vkSj le;kuqlkj mRiknu dj

d
ykHk dekrk jgrk gSA

u
6. lkSnksa dh la[;k U;wure djuk (Minimizing total transactions): forj.k ek/;e lkSnksa dh la[;k dks
de&ls&de djrs gSa ftlls forj.k O;;ksa esa deh gks tkrh gSA ;fn forj.k ek/;e u gksa rks izR;sd Øsrk dks viuk
t
lh/kk lEidZ fuekZrk ls LFkkfir djuk gksxk] ysfdu forj.k ek/;e gksus ls mUgsa ,slk ugha djuk iM+rk gS vkSj

7.
S
os e/;LFkksa ds ek/;e ls viuh oLrq,¡ Ø; dj ysrs gSaA
miHkksDrkvksa dh lsok djuk (Serving the consumer): forj.k ek/;e dk lcls egRoiw.kZ dk;Z miHkksDrkvksa
dh lsok djuk gSA okLro esa] bUgha ds ek/;e ls miHkksDrk dks oLrq feyrh gS vkSj ;fn mldks dksbZ dfBukbZ gksrh
gS rks bUgha ds ek/;e ls og dfBukbZ Hkh nwj dh tkrh gSA

forj.k ek/;e ds izdkj

(Types of Distribution Channels)
oLrqvksa dks miHkksDrkvksa rd igqapkus ds rhu rjhds dke esa yk;s tkrs gSa& (1) izR;{k forj.k ek/;e] (2) vizR;{k forj.k
ek/;e] (3) nksgjk forj.k ek/;eA
forj.k okfgdk,¡ 197

izR;{k forj.k ek/;e

(Direct Distribution Channel)
forj.k dh ;g og iz.kkyh gS ftlesa fuekZrk viuh oLrqvksa dks viuh gh nqdkuksa ;k fMiks ;k 'kk[kkvksa ;k izfrfuf/k;ksa] vkfn
ds ek/;e ls lh/kk gh miHkksDrk rd igqapkrk gSA bl iz.kkyh ds ek/;e ls oLrq,¡ igqapkus ds ik¡p lk/ku gSa& (1) Lo;a dh
nqdkusa] (2) Lo;a ds foØ;drkZ] (3) Mkd }kjk vkns'k] (4) VsyhQksu] (5) foØ; e'khuA
1. Lo;a dh nqdkusa (Own sales shops):" blesa fuekZrk viuh Lo;a dh QqVdj nqdkusa fHké&fHké LFkkuksa ij
[kksyrk gS tgk¡ mldh oLrqvksa dh fcØh dh tkrh gSA Hkkjr esa bl izdkj ds vusd mnkgj.k gSa( tSls] t;
bUthfu;fjax oDlZ fyfeVsM] dydÙkk }kjk fufeZr Å"kk ia[ks o Å"kk flykbZ dh e'khusa blh dEiuh dh QqVdj
nqdkuksa ds }kjk csps tkrs gaSA ckVk bf.M;k fyfeVsM] dydÙkk ds fufeZr twrs ,oa pIiy mlh dh dh QqVdj nqdkusa
csprh gaSA gky gh esa dqN diM+k cukus okyh feyksa ds }kjk Hkh bl i)fr dks viuk;k x;k gS vkSj mUgksaus viuh
nqdkusa cM+s&cM+s 'kgjksa esa [kksy nh gSa( tSls] jse.M~l feYl dh nqdkusa] VkVk xqzi ds feyksas dh nqdkusa] eQryky xqzi
ds feyksa dh nqdkusa] vkfn ;|fi bl {ks=k esa D.C.M cgqr iqjkuk gSA bl izdkj dh nqdkusa nks izdkj dh gksrh
gS&¼v½ Lo;a ds izn'kZu x`g ;k nqdkusa ¼o½ Ük`a[kyk Hk.MkjA
¼v½ Lo;a ds izn'kZu x`g ;k nqdkusa (Own sales show rooms or shops): bl izdkj ds izn'kZu x`g ;k nqdkusa

m
fuekZrk eq[;&eq[; 'kgjksa o LFkkuksa ij [kksy nsrs gSaA ;g x`g ;k nqdkusa dkQh cM+s ,oa vkd"kZd :i ls lth

o
jgrh gSa rFkk bu nqdkuksa vFkok x`gksa ds ckgj laLFkk dk uke cgqr cM+s v{kjksa esa fy[kk jgrk gSA bu nqdkuksa
ij fuekZrk dk eky gh fcdrk gS rFkk foØ;drkZ Hkh fuekZrk ds gh osruHkksxh gksrs gSaA bu nqdkuksa o izn'kZu

.c
x`gksa ij fuekZrk }kjk fu/kkZfjr ewY; gh fy;k tkrk gS rFkk mlds }kjk fu/kkZfjr uhfr;ksa dk gh vuqlj.k
fd;k tkrk gSA izR;sd [kjhn ds fy, udn jlhn nh tkrh gSA
a
¼c½ cgq foØ;'kkyk,¡ ;k Ükà[kyk Hk.Mkj (Multiple shops or Chain stores): blesa ,d gh LokfeRo ds

m
vfèkdkj esa vkSj ,d gh izcU/k ds vUrxZr ,d gh izdkj dk eky dbZ Hk.Mkj csprs gSaA bu Hk.Mkjksa dk
LokfeRo lk/kkj.kr;k fuekZrk ds ikl gksrk gSA bu Hk.Mkjksa dh [kjhnkjh] foKkiu] dk;Zfof/k] Hk.Mkjksa dk
a
fMtkbu o deZpkfj;ksa ls lEcfU/kr dsUnzh; laxBu ds gkFkksa esa gksrh gSaA fcØh dk eky Hkh dsUnzh; Hk.Mkjksa

n
ls gh mi&Hk.Mkjksa dks igqapk;k tkrk gSA Hk.Mkjksa ds izcU/k ds fy, dsUnzh; n¶rj gksrk gSA tks Hk.Mkj cM+s
gksrs gSa os izkUrh; Lrjksa ij n¶rj j[krs gSa vkSj iz/kku dk;kZy; jk"Vªh; Lrj ij j[krs gSaA
y
bu Hk.Mkjksa ds dke djus ds rjhds o <ax izekf.kr gksrs gSa rFkk buds ;gk¡ fo'ks"kKksa dh lsok,¡ Hkh izkIr dj

d
yh tkrh gSa tks dk;Z djus ds Js"B rjhds fuf'pr djrs gSaA Hkkjr esa Ükà[kyk Hk.Mkjksa ds dqN mnkgj.k feyrs

u
gSaA ckVk bf.M;k fyfeVsM] dydÙkk dh twrksa dh nqdkuksa ls lHkh yksx ifjfpr gSaA ;g nqdkusa lkjs ns'k esa
QSyh gqbZ gSa vkSj ftudh la[;k vkt yxHkx] 1,000 gSA bl lEcU/k esa ,d vkSj mnkgj.k nsgyh DykFk ,.M
t
tujy feYl fyfeVsM] fnYyh dk feyrk gSA blds }kjk Hkh viuh QqVdj nqdkusa LFkkfir dh x;h gSaA gekjs
S
ns'k esa Ükà[kykc) nqdkuksa dh la[;k fnu&izfrfnu c<+rh tk jgh gSA t; bUthfu;fjax oDlZ fyfeVsM]
dydÙkk uked laLFkk tks m"k flykbZ e'khu] ia[ks] vkfn cuk jgh gS mlus Hkh viuh nqdkusa [kksy j[kh gS
tks Ükà[kykc) Hk.Mkjksa dk gh ,d mnkgj.k gSA cgqr ls diM+k fey Hkh vc bl vksj vkxs vk jgs gSa( tSls]
jse.M~l feYl rFkk VkVk xqzi dh nqdkusaA
2. Lo;a ds foØ;drkZ (Own salesmen): bl izdkj dh foØ; i)fr esa oLrq ds fuekZrk }kjk foØ;drkZvksa dh
fu;qfDr dh tkrh gSA ;s foØ;drkZ le;&le; ij lEHkkfor xzkgdksa ls lEidZ LFkkfir djrs gSa vkSj mudks xzkgd
cuk ysrs gSaA ;fn oLrq NksVh gS ;k miHkksx ;ksX; oLrq gS rks foØ;drkZ mldks vius lkFk ,d xkM+h esa mfpr izdkj
ls j[kdj lEHkkfor xzkgdksa ds ;gk¡ tkdj #drk gS] eky csprk gS vkSj rqjUr Hkqxrku ys ysrk gSA bl iz.kkyh
dks ?kj&?kj esa foØ; Hkh dgrs gSaA bl izdkj ds mnkgj.k esa pk; dEifu;k¡ vkrh gSaA Hkkjr ds lHkh cM+s&cM+s
uxjksa esa cqzd ckW.M pk; dEiuh ;k fyiVu pk; dEiuh ds foØ;drkZ viuh xkM+h fy;s ?kwers fn[kk;h nsrs gSaA
198 foi.ku ds fl)kUr

fgUnqLrku yhoj fyfeVsM ds Hkh foØ;drkZ lkcqu] MkyMk ?kh o ikmMj] vkfn csprs fn[kk;h nsrs gSaA ;fn eky
vkS|ksfxd gS] tSls] e'khusa] okVjdwyj] Vkbi&jkbVj] vkfn rks foØ;drkZ eky dk vkns'k ysdj dEiuh dks Hkst
nsrk gS vkSj dEiuh eky Hkstus dh O;oLFkk djrh gSA
3. Mkd }kjk vkns'k (Mail order): Mkd ds }kjk Hkh ,d fuekZrk viuh oLrqvksa dks csp ldrk gSA blesa Mkd ls
gh vkns'k vkrs gSa vkSj mu vkns'kksa dh iwfrZ Hkh Mkd ds ek/;e ls gh gksrh gSA oLrq ds ewY; dk Hkwxrku Hkh Mkd
}kjk feyrk gSA vr% bl izdkj dh laLFkkvksa dks Mkd vkns'k x`g dgrs gSaA
bl rjhds esa foKkiu dk egRo dkQh gSA izR;sd foØsrk lwph&i=kksa] lekpkj&i=kksa ,oa foKkiu] vkfn ds ek/
;e ls xzkgd dks eky dk ifjp; djkrk gSA xzkgd }kjk ml eky ds fy, Mkd }kjk vkns'k fn;k tkrk gSA foØsrk
ds ikl tc ;g vkns'k igqaprk gS rks og eky dks Bhd izdkj ls iSd dj Mkd[kkus ds ek/;e ls V.P.P Hkst nsrk
gSA tc og oLrq vkns'k nsus okys ds ikl igqaprh gS rks og mldks ys ysrk gS vkSj ml ij fy[ks ewY; dk Hkwxrku
Mkd[kkus dks dj nsrk gSA fcuk ewY; ds Hkqxrku fd;s Mkd[kkuk oLrq dh lqiqnZxh vkns'k nsus okys dks ugha djrk
gSA bl ewY; dk Hkqxrku Mkd[kkuk eky Hkstus okys dks dj nsrk gSA
4. VsyhQksu }kjk (By telephone): VsyhQksu ls Hkh fcØh dh tk ldrh gSA vejhdk tSls ns'k esa ;g i)fr dke
esa yk;h tkrh gSA blesa Øsrk foØsrk dks VsyhQksu ij vkns'k nsrk gSA foØsrk ml eky dh iwfrZ muds ?kj ij dj
nsrk gSA Hkkjr esa bl izdkj dh lsok fnYyh dh ,d vkVk fey iznku djrh gS tks VsyhQksu ls vkns'k izkIr dj
vkVs dh iwfrZ fnYyh uxj esa djrh gSA m
5.
o
foØ; e'khu }kjk (By vending machine): if'peh ns'kksa esa Lopkfyr e'khuksa ls Hkh fcØh dh tkrh gSA ;g

.c
e'khusa txg&txg ij yxh jgrh gS ftuesa eky vUnj Hkjk jgrk gSA bu e'khuksa esa ,d Nsn gksrk gS ftlesa
vko';d flôs Mkydj oLrq dks izkIr dj ldrs gSaA ;g e'khusa mlh izdkj dh gksrh gSa ftl izdkj dh vktdy

a
otu ysus okyh e'khusa Hkkjr esa jsyos LVs'kuksa ij yxh gSa ftuesa 50 iSls dk flôk Mkyus ij ml e'khu ij [kM+s
O;fDr dk otu ,d fVdV ij fy[k dj vkrk gSA

m
Hkkjr esa bl izdkj dh e'khu cEcbZ oh- Vh- LVs'ku ij IysVQkeZ fVdV cspus ds fy, yxk;h x;h gS ysfdu vesjhdk

a
esa ,slh 60 yk[k e'khusa yxh gqbZ gSa tks 400 fofy;u MkWyj ds ewY; dh oLrqvksa dk foØ; izfro"kZ djrh gSaA ogk¡
ftrus flxjsV ds fMCcs fcdrs gSa mudk 16 izfr'kr foØ; bu e'khuksa ds }kjk fd;k tkrk gSA
izR;{k foØ; iz.kkyh ls ykHk n
(Advantages of Direct Selling) y
d
izR;{k foØ; iz.kkyh ls fuEu ykHk feyrs gSa&
¼v½
u
miHkksDrkvksa dks ykHk&izR;{k foØ; iz.kkyh ls miHkksDrk dks ;g ykHk feyrs gSa&
(i)
ttkrh gS mlh ewy :i esa miHkksDrkvksa dks izkIr gksrh gSaA chp esa mlesa feykoV ;k cnyus dk
oLrq dk ewy :i esa fey tkuk&bl iz.kkyh ds ek/;e ls oLrq ftl :i] jax] vkdkj] izdkj dh fuekZrk

Sugha gksrkA
}kjk cuk;h
volj
(ii) lsokvksa dh mfpr O;oLFkk&bl iz.kkyh ls foØ; djus ij miHkksDrkvksa dks fuekZrk }kjk nh x;h lHkh lsok,¡
miyC/k gks tkrh gSa( tSls] foØ; ds ckn lsokA ;gh ugha] miHkksDrk dh f'kdk;rksa ij rqjUr o {kerkiwoZd
/;ku fn;k tkrk gSA
(iii) de ykxr ij oLrq izkIr gksuk&bl i)fr ls miHkksDrkvksa dks oLrq lLrh feyrh gSA bldk dkj.k ;g
gS fd eè;LFkksa ds ykHk ysus ls tks ewY; c<+rk gS og e/;LFkksa ds u gksus ds dkj.k ugha c<+ ikrk vkSj bl
izdkj miHkksDrkvksa dks de ykxr ij oLrq fey tkrh gSA
(iv) fu/kkZfjr ewY; ij oLrq izkIr gksuk&fuekZrk lh/kh fcØh esa oLrqvksa ewY; fu/kkZfjr dj nsrk gS vkSj
miHkksDrkvksa dks ogh ewY; oLrq [kjhnrs le; pqdkuk iM+rk gSA bl izdkj miHkksDrkvksa dks fu/kkZfjr ewY;
forj.k okfgdk,¡ 199

ij oLrq fey tkrh gS vkSj eksyHkko ugha djuk iM+rk gSA dHkh&dHkh fuekZrk viuh oLrqvksa ij dqN le;
ds Hkhrj [kjhnus ij NwV nsrk gS( tSls] nhikoyh ds volj ij 20 izfr'kr dh NwVA miHkksDrkvksa dks bl
NwV ls ykHk izkIr djus dk iwjk volj feyrk gSA
¼c½ fuekZrk dks ykHk&izR;{k iz.kkyh ls fuekZrk dks ykHk feyrs gSa&
(i) cktkj dk Kku&bl iz.kkyh esa fuekZrk vkSj miHkksDrk dk lkh/kk lEidZ gksus ls fuekZrk dks cktkj dh ek¡x]
miHkksDrk dh #fp esa ifjorZu] QS'ku esa ifjorZu] vkfn dk irk yxrk jgrk gS ftlls mRiknu dks mlh
ds vuq:i cukdj vf/kdre ykHk dek;k tk ldrk gSA
(ii) izfrLi)kZ u gksuk&bl i)fr ds vuqlkj ,d foØ; LFkku ij dsoy ,d gh fuekZrk dk eky cspk tkrk
gSA bldk ifj.kke ;g gksrk gS fd vU; izfr;ksxh oLrq xzkgd ds le{k izLrqr gh ugha gksrh gS vkSj bl izdkj
miHkksDrk fcuk izfr;ksxh oLrqvksa dk eqdkcyk fd;s [kjhn ysrk gS] bl izdkj fuekZrk izfrLi)kZ ls cp tkrk
gSA
(iii) ewY; fu;a=k.k lEHko&fuekZrk viuh oLrqvksa ds lEcU/k esa viuh bPNkuqlkj ewY; fu/kkZfjr dj ldrk gS vkSj
;fn fcØh c<+kus ds fy, fdlh foØ; lao)Zu uhfr dks viukus dh vko';drk gS rks og mldks Hkh viuk
ldrk gSA
izR;{k foØ; iz.kkyh ds nks"k
m
(Disadvantages of Direct Selling)
o
.c
izR;{k foØ; iz.kkyh ds nks"kksa dk v/;;u miHkksDrk ,oa fuekZrk nksuksa ds n`f"Vdks.kksa ls fd;k tk ldrk gS&
¼v½ miHkksDrkvksa ds n`f"Vdks.k ls nks"k &bl iz.kkyh ls foØ; gksus ij

a
(i) miHkksDrkvksa dks oLrqvksa esa rqyuk djus dk volj ugha feyrkA

m
(ii) mldks fuekZrk }kjk fu/kkZfjr ewY; nsuk iM+rk gS vkSj eksyHkko dk volj ugha feyrkA
(iii) miHkksDrkvksa dks ,d ckj Ø; dh x;h oLrq dks ilUn u vkus ij cnyus dh lqfo/kk ugha feyrh gSA
¼c½ fuekZrk ds n`f"Vdks.k ls nks"k & a
n
(i) fuekZrk ds fy, ;g iz.kkyh vf/kd [kphZyh gS rFkk blds viukus ls vf/kd iw¡th O;; dh vko';drk gksrh
gSA
y
d
(ii) c`gr~ mRiknu ,oa foØ; laxBu dks fu;af=kr djus esa dfBukbZ jgrh gSA

u
(iii) LFkk;h [kpZsa ¼tSls deZpkfj;ksa dk osru] nqdkuksa dk fdjk;k] fctyh dk O;;] vkfn½ dkQh c<+ tkrs gSa ftuesa
foØ; de gksus dh n'kk esa dVkSrh djuk lk/kkj.kr;k lEHko ugha gksrk gSA
t
(iv) blesa lHkh tksf[ke o gkfu fuekZrk dks gh lgu djuh iM+rh gSA
vizR;{k forj.k ek/;e S
(Indirect Distribution Channel)
vizR;{k forj.k iz.kkyh ls vFkZ oLrqvkas o lsokvksa dks e/;LFkksa ds ek/;e ls miHkksDrk rd igqapkus ls gSA tks laLFkk,¡ bl
vizR;{k forj.k iz.kkyh esa e/;LFk ds :i esa dk;Z djrh gSa mUgsa vizR;{k foØ; ,tsfUl;k¡ dgrs gSaA ;g ,tsfUl;k¡ rhu
izdkj dh gksrh gSa& (1) izfrfu/k] (2) Fkksd foØsrk] (3) QqVdj foØsrkA bu rhuksa ,tsfUl;ksa ds ek/;e ls oLrq miHkksDrk
rd fuEu izdkj igqaprh gS&

fuekZrk izfrfuf/k Fkksd foØsrk QqVdj foØsrk miHkksDrk

200 foi.ku ds fl)kUr

oLrqvksa ds vizR;{k forj.k esa ;g vfuok;Z ugha gS fd lHkh e/;LFkksa dh lsokvksa dks dke essa yk;k tk;A ;g lEHko gS fd
izfrfuf/k ds }kjk lh/kh gh miHkksDrk dks oLrq,¡ csp nh tk;saA ,slh fLFkfr esa chp ds e/;LFk&Fkksd foØsrk o QqVdj
foØsrk&dke esa ugha vk;saxsA blh izdkj QqVdj foØsrk dks lh/ks gh fuekZrk oLrqvksa dks csp ldrk gSA ,slh fLFkfr esa
izfrfufèk o Fkksd foØsrk dh lsokvksa dk ykHk mBk;k tk ldrk gSA
vizR;{k forj.k iz.kkyh ds ykHk
(Advantages of Indirect Sale)
vizR;{k forj.k iz.kkyh ls miHkksDrk ,oa fuekZrk dks ykHk gksrs gSa tks fuEu izdkj gSa&
¼v½ miHkksDrkvksa dks ykHk&
(i) bl iz.kkyh ls foØ; djus ls miHkksDrkvksa dks oLrq dk p;u djus esa lqfo/kk jgrh gS( D;ksafd e/;LFkksa ds
;gk¡ dbZ fuekZrkvksa dh oLrq,¡ gksrh gSaA
(ii) fofHké fuekZrkvksa dh oLrqvksa dh rqyuk Hkh dh tk ldrh gSA
(iii) fofHké oLrqvksa ds ns[kus ls miHkksDrkvksa dks oLrqvksa dk Kku gksrk gS fd cktkj esa fdl izdkj dh oLrq,¡
miyC/k gSa vkSj muesa lcls vk/kqfud dkSu lh gSA
¼c½ fuekZrkvksa dks ykHk& m
(i)
o
bl iz.kkyh esa foØ; djus ls fuekZrk dks fcØh&O;oLFkk djus ls eqfDr fey tkrh gS vkSj og viuk /;ku

.c
vU; vko';d ckrksa esa yxk ldrk gSA
(ii) bl <ax ds viukus ls fuekZrk dks vf/kd iw¡th dh vko';drk ugha jgrh gSA e/;LFkksa ls vfxze jde ysdj
iw¡th esa o`f) dh tk ldrh gSA
a
(iii) bl rjhds ls O;kikj dk foLrkj gksrk gS vFkkZr~ nwj&nwj rd miHkksDrkvksa dks oLrq,¡ e/;LFkksa ds ek/;e ls
igqapk;h tk ldrh gSaA m
(iv)
a
bl iz.kkyh ls laLFkk ds LFkk;h O;;ksa esa o`f) ugha gksrh gS vkSj u o`gr~ foØ; laxBu cukus dh vko';drk
jgrh gSA
n
vizR;{k forj.k iz.kkyh ds nks"k
y
vizR;{k forj.k iz.kkyh ds nks"kksa dkd
(Disadvantages of Indirect Selling)

u.k ls nks"k&
v/;;u Hkh miHkksDrk ,oa fuekZrk nksuksa ds n`f"Vdks.kksa ls fd;k tk ldrk gS&

ta dks oLrq dk vf/kd ewY; nsuk iM+rk gS D;ksafd chp esa ftrus e/;LFk vkrs gSa mu lcds }kjk
¼v½ miHkksDrkvksa ds n`f"Vdks

S ykHk dk fgLlk tksM+k tkrk gS tks vUr esa oLrq ds foØ; ewY; dks c<+k nsrk gSA
(i) miHkksDrkvks
viuk&viuk
(ii) miHkksDrk dks vf/kdka'k n'kkvksa esa oLrq ewy :i esa ugha feyrh gSA muesa feykoV vkfn dh lEHkkouk,¡ vfèkd
gks tkrh gSaA
(iii) e/;LFkksa }kjk miHkksDrkvksa dks ?kVrs gq, ewY;ksa dk ykHk ugha fn;k tkrk gSA ysfdu ;fn dHkh ewY; c<+ tkrs
gSa rks os rqjUr gh foØ; ewY; c<+k nsrs gSaA
(iv) mRiknd o miHkksDrkvksa esa lh/kk lEcU/k ugha gksrk gSA bldk ifj.kke ;g gksrk gS fd ;fn miHkksDrk oLrq
ls lUrq"V ugha gS rks mldks lh/ks f'kdk;r djus dk ekSdk ugha feyrkA e/;LFkksa }kjk ,slh f'kdk;rksa ij
mfpr /;ku ugha fn;k tkrk gSA
forj.k okfgdk,¡ 201

¼c½ fuekZrk ds n`f"Vdks.k ls nks"k&

(i) bl iz.kkyh ds vUrxZr fuekZrk dks miHkksDrk dh #fp] QS'ku ,oa izfrfØ;kvksa dk irk ugha yx ikrk vkSj
mldks bl dk;Z ds fy, vyx ls cktkj vuqlU/kku vkfn ij O;; djuk iM+rk gSA
(ii) fuekZrk ek¡x dk Hkh mfpr vuqeku ugha yxk ikrk D;ksafd mldks e/;LFkksa ds Åij fuHkZj jguk iM+rk gSA
blls e/;LFkksa }kjk fuekZrk dk 'kks"k.k fd;k tkrk gSA
(iii) e/;LFkksa ds ykHk ,oa O;; oLrq ds foØ; ewY; esa o`f) djrs gSa ftldk ifj.kke ;g gksrk gS fd oLrq
izfr;ksfxrk esa fiNM+ tkrh gSA
nksgjh forj.k ek/;e
(Dual Distribution Channel)
^^tc ,d fuekZrk nksuksa izR;{k ,oa vizR;{k forj.k iz.kkfy;ksa dks viukrk gS rks ,slh iz.kkyh nksgjh forj.k iz.kkyh dgykrh
gSA bl iz.kkyh esa nksuksa ds ykHk feyrs gSaA orZeku le; esa foi.ku fØ;kvksa ds foLrkj ds fy, ;g iz.kkyh cgqr gh mi;ksxh
gS vkSj vktdy izR;sd fuekZrk ds fy, ;g iz.kkyh ,d vko';drk curh tk jgh gSA bl iz.kkyh dks viukus dk eq[;
mís'; forj.k dks O;kid cukuk gSA

m
ysfdu bl iz.kkyh dks viukus esa lcls cM+h leL;k cktkjksa ds mfpr foHkktu dh gSA ;g r; djuk dfBu gksrk gS fd
fdl LFkku ij izR;{k iz.kkyh viuk;h tk; o fdl ij vizR;{k iz.kkyhA
o
. c
forj.k ek/;e ds pquko dks izHkkfor djus okys ?kVd
(Factors Affecting Choice of Channels of Distribution)

a
fdlh oLrq ds foi.ku esa forj.k ek/;e dk pquko cgqr gh egRoiw.kZ gSA ;fn pquko mfpr :i esa ugha gksrk gS rks
ifj.kkeLo:i miHkksDrk dks oLrq vklkuh ls mfpr ewY; ij ugha fey ikrh gS ftlls fuekZrk vius dk;ZØe ds vuqlkj
m
ykHk izkIr ugha dj ldrk gSA vr% ,d fuekZrk }kjk forj.k ek/;e ds pquko dk fu.kZ; djrs le; ?kVdksa dks /;ku esa

a
j[kk tkuk pkfg,A blh ckr dks bl izdkj dg ldrs gSa fd forj.k ek/;e ds pquko dks tks ?kVd izHkkfor djrs gSaA

fuekZrk lEcU/kh ckrsa] n

os ?kVd eq[; :i ls gSa& 6

cktkj lEcU/kh ckrsy

(i) oLrq lEcU/kh ckrsa]
(ii)

dckrsa
(iii) a] e/;LFk lEcU/kh ckrsa]
(iv)

u
(v)ljdkj lEcU/kh vU; ckrsa
(vi)

t
fuekZrk lEcU/kh ckrsa

,d fuekZrk dk S
(Manufacturers Considerations)
vkdkj]
(1) forj.k ek/;e dks fu;fU=kr djus dh mldh bPNk]
(2) mldk vuqHko ,oa ;ksX;rk]
(3)
(4) mldh [;kfr ,oa vkfFkZd lk/ku] vkfn cgqr&ls ?kVd gSa tks fuekZrk dks forj.k&ekxZ lEcU/kh pquko dk fu.kZ; ysus
dks izHkkfor djrs gSaA ;g lHkh ?kVd fuekZrk ls lEcfU/kr gksrs gSaA vr% budks fuekZrk lEcU/kh dgrs gSaA bu lHkh ?kVdksa
dk foLr`r fooj.k bl izdkj gS&
1. fuekZrk dk vkdkj (Size of the manufacturer)&fuekZrk lEcU/kh ckrksa esa ;g lcls egRoiw.kZ ckr gSA ftu
fuekZrkvksa dk vkdkj cgqr cM+k gksrk gS muds vkfFkZd lk/ku] [;kfr] izcU/kdh; ;ksX;rk] vkfn lEcU/kh lk/ku Hkh
vPNs gksrs gSaA vr% ,slh laLFkkvksa ds }kjk NksVk forj.k ek/;e viuk;k tkrk gSA
2. ek/;e dks fu;af=kr djus dh bPNk (Desire to control the channel)&;fn dksbZ fuekZrk forj.k ek/;e dks
fu;af=kr djus dh bPNk j[krk gS rks bldk izHkko ;g gksxk fd mlds }kjk miHkksDrk ls lh/kk lEcU/k LFkkfir
202 foi.ku ds fl)kUr

djuk gksxk blds fy, Lo;a dh nqdkusa [kksyh tk;saxh ftlls fd ewY; o forj.k ij fu;a=k.k fd;k tk ldsA
ysfdu ,slk djus ls O;;ksa esa o`f) gksrh gSA
3. izcU/kdh; vuqHko ,oa ;ksX;rk (Managerial experience and ability)&,d oLrq dk forj.k ek/;e
izcUèkdh; vuqHko ,oa ;ksX;rk ls Hkh izHkkfor gksrk gSA ;fn fuekZrk esa vko';d izcU/kdh; vuqHko ,oa ;ksX; dh
deh gS rks mldks e/;LFk&O;kikfj;ksa ij vf/kd fuHkZj jguk gksxkA u;s fuekZrk lk/kkj.kr;k izkjfEHkd voLFkk
esa e/;LFkksa ij gh fuHkZj jgrs gSaA
4. [;kfr ,oa vkfFkZd fLFkfr (Reputation and Financial condition)&fdlh laLFkk dh [;kfr mldh vPNh
uhfr;ksa ,oa vPNh vkfFkZd fLFkfr ds dkj.k curh gSA ,d laLFkk dh ;g [;kfr mlds forj.k ek/;e dks izHkkfor
djrh gSA ftl fuekZrk dh [;kfr vPNh gksrh gS og Lo;a dh nqdkusa ;k 'kk[kk,¡ [kksy ldrk gS vkSj e/;LFkksa
ij fuHkZj ugha jgrk gSA
oLrq lEcU/kh ckrsa
(Product Considerations)
os ckrsa tksfd oLrq ds xq.k ,oa izÑfr ls lEcfU/kr gSa Hkh forj.k ek/;e dks izHkkfor djrh gSaA blesa oLrq dh (1) uk'kokurk]
(2) mldk otu] (3) mldh rkfU=kd izÑfr] (4) mldh izfr;ksfxrk] vkfn 'kkfey gSa ftudk fooj.k fuEufyf[kr gS&
1.
m
uk'kokurk (Perishability)&os oLrq,¡ tks uk'koku izÑfr dh gksrh gS tYnh u"V gks tkrh gSaA vr% mudks rqjUr

o
cspus dh vko';drk gksus ds dkj.k de e/;LFkksa dh vko';drk gksrh gSA ;g oLrq,¡ ;k rks fuekZrk }kjk Lo;a

.c
;k QqVdj foØsrkvksa }kjk gh csph tk ldrh gSA blds foijhr] ;fn oLrq uk'koku izÑfr dh ugha gS rks forj.k
ekxZ yEck gks ldrk gS vFkkZr~ fuekZrk vkSj miHkksDrk ds chp e/;LFk O;kikfj;ksa dh la[;k vf/kd gks ldrh gSA
2.
a
otu (Weight)&oLrq dk otu mlds forj.k ek/;e dks izHkkfor djrk gS ;fn oLrq Hkkjh gS rks mldks fuekZrk
ds }kjk lh/kk gh vkS|ksfxd miHkksDrk ;k vU; miHkksDrk dks Hkstk tk;sxkA ;g Hkh gks ldrk gS fd bu nksuksa dks

m
feykus okyk e/;LFk chp esa gksA ,slh Hkkjh oLrq,¡ jsy ds oSxu ;k eksVj&Vªs esa Hkjdj Hksth tkrh gSaA

a
3. rduhdh izÑfr (Technical nature)&;fn oLrq cgqr gh rduhdh izÑfr dh gS vkSj ftlesa foØ; ds ckn
lsok dh vko';drk gS rks ,slh oLrq dks Lo;a fuekZrk }kjk gh cspk tkuk pkfg, ftlls fd Øsrk dks vko';d
n
rduhdh tkudkjh nh tk ldsA e/;LFkksa }kjk Hkh bl izdkj dh oLrq dk foØ; fd;k tk ldrk gS ysfdu blds

y
fy, e/;LFkksa dks izf'k{k.k ,oa lqfo/kk nsuk vfuok;Z gksxkA

d
4. izfr;ksfxrk (Competition)&,d foØsrk dks bl ckr dk irk yxkuk pkfg, fd izfr;ksxh oLrqvksa ds fuekZrkvksa
}kjk dkSu&dkSu lk forj.k ek/;e viuk;k x;k gS ftlls fd mldh bPNkvksa dks ysdj u;k forj.k&ekxZ
viuk;k tk ldsA
u
cktkj&lEcU/kh ckrsa
t
S
(Market Considerations)
forj.k ek/;e ds p;u djus esa cktkj lEcU/kh ckrsa cgqr gh egÙoiw.kZ gSaA cktkj lEcU/kh ckrksa dk vFkZ gS fd (1) oLrq
miHkksDrk cktkj dh gS ;k vkS|ksfxd cktkj dh \ (2) Øsrkvkssa dh la[;k fdruh gS\ (3) ml oLrq ds xzkgdksa dh Ø;&vknrsa
dSlh gSa\ (4) ml oLrq ds vkns'k dh ek=kk dk vkdkj dSlk gSA (5) {ks=kh; n`f"V ds Øsrk fdu LFkkuksa ij dsfUnzr gSa] vkfnA
bu lHkh ckrksa dk fooj.k fuEu izdkj gS&
1. vkS|ksfxd ,oa miHkksDrk cktkj (Industrial and Consumer market)&cktkj lEcU/kh ?kVdksa esa igyk
?kVd ml oLrq dk cktkj gSA ;gk¡ ij cktkj 'kCn dk vFkZ ;g gS fd og oLrq fdl izdkj dh gS vFkkZr~ og
oLrq lkekU; miHkksDrkvksa ds fy, gS ;k vkS|ksfxd miHkksDrkvksa ds fy,\ ;fn oLrq lkekU; miHkksDrkvksa ds fy,
gS rks ml oLrq ds vf/kd e/;LFk gks ldrs gSaA ysfdu ;fn oLrq vkS|ksfxd miHkksDrkvksa ds fy, gS rks mlds
e/;LFkksa dh la[;k de gks ldrh gSA
forj.k okfgdk,¡ 203

2. xzkgdksa dh la[;k (Number of customers)&xzkgdksa dh la[;k Hkh forj.k ek/;e ds fu.kZ; djus esa izHkko
Mkyrh gSA ;fn xzkgdksa dh la[;k vf/kd gS rks forj.k esa e/;LFkksa dh lsokvksa dk mi;ksx fd;k tk ldrk gS ysfdu
foijhr fLFkfr gksus ij vFkkZr~ xzkgdksa dh la[;k de gksus ij Lo;a fuekZrk }kjk forj.k fd;k tk ldrk gSA
3. xzkgdksa dh Ø; vknrsa (Customers' buying habits)&xzkgdksa dh Ø; vknrsa forj.k ek/;e dks izHkkfor djrh
gSa( tSls ;fn oLrq ds Øsrkvksa dh vknr m/kkj ysus dh gS vkSj fuekZrk m/kkj nsus dh fLFkfr esa ugha gS rks bldk
vFkZ ;g gS fd mldks ,sls e/;LFkksa dk lgkjk ysuk gksxk tks m/kkj nsus esa leFkZ gSaA
4. vkns'kksa dk vkdkj (Size of orders)&;fn vkns'k cM+h&cM+h ek=kk esa rFkk dqN gh vkrs gSa rks fuekZrk }kjk iwfrZ
dk mÙkjnkf;Ro Lo;a vius Åij fy;k tk ldrk gSA blh izdkj ;fn vkns'k NksVh&NksVh ek=kk esa cgqr vf/kd
vkrs gSa rks Fkksd O;kikfj;ksa dh lgk;rk yh tk ldrh gSA bl izdkj vkns'k dk vkdkj forj.k ek/;e dks izHkkfor
djrk gSA
5. {ks=kh; dsUnzhdj.k (Regional concentration)&;fn oLrq ds Øsrk fdlh fo'ks"k {ks=k] jkT; ;k LFkku esa cls gq,
gSa rks fuekZrk }kjk Lo;a fcØh dk jkLrk viuk;k tk ldrk gS] ysfdu ;fn Øsrk fc[kjs gq, gSa rks e/;LFkksa dh
lgk;rk yh tk ldrh gSA
e/;LFk&lEcU/kh ckrsa
(Middlemen Considerations)
m
o
e/;LFk lEcU/kh ckrsa Hkh forj.k ek/;e ij izHkko Mkyrh gSaA e/;LFk lEcU/kh ckrksa esa (1) e/;LFkksa dh lsok,¡] (2) mudh

.c
miyC/krk] (3) fcØh dh lEHkkouk,¡] (4) ykxr] ,oa (5)uhfr&vuqlj.k vkfn ckrsa vkrh gSaA bu lHkh dk fooj.k fuEu gS&
1. lsok,¡ (Services)&e/;LFkksa dk pquko mudh lsokvksa dks /;ku esa j[kdj fd;k tkrk gSA tks e/;LFk vf/kd lsok,¡
nsus dks rS;kj gksa mUgha dks pquk tkuk pkfg,A
a
miyC/krk (Availability)&,d fuekZrk dks ftl izdkj ds e/;LFkksa dh vko';drk gksrh gS mls mlh izdkj ds
m
2.
e/;LFk feyus pkfg,A tSls] ;fn ,d fuekZrk ,dek=k forjd pkgrk gS vkSj mudks ,sls e/;LFk ugha feyrs gSa
a
rks mldks vius forj.k ek/;e esa vko';d ifjorZu djuk gksxkA bl izdkj miyC/krk Hkh forj.k ek/;e ds pquko
ij izHkko Mkyrh gSA
n&ftl forj.k&lk/ku }kjk fcØh c<+us dh lEHkkouk,¡ lcls vfèkd
3.
y
fcØh dh lEHkkouk,¡ (Sales possibilities)
gksrh gSa ml lk/ku dks gh pquuk pkfg,A ysfdu bl ckr dks /;ku esa j[kuk pkfg, fd forj.k ek/;e eg¡xk u
d
iM+s rFkk lkFk&lkFk fuekZrk dk e/;LFkksa ij vko';d fu;U=k.k cuk jgsA
4. ykxr &ftuu
(Cost) lk/kuksa ls forj.k ykxr de iM+rh gS mudks viuk;k tkuk pkfg,A ysfdu lkFk gh lsokvksa
t
,oa eky dks Hkh /;ku esa j[kk tkuk pkfg,A
5.
S
uhfr&vuqlj.k (Adoptation of policies)&uhfr&vuqlj.k Hkh forj.k ek/;e dks izHkkfor djrk gS( tSls]
dHkh&dHkh e/;LFk fdlh oLrq dks cspuk pkgrk gS] ysfdu mldh 'krZ gksrh gS fd oLrq dks ¼fuekZrk }kjk fu/kkZfjr
ewY;½ ls vf/kd ewY; ij cspus dh vuqefr ns nh tk;A ;fn fuekZrk fu/kkZfjr ewY; ij cspus dh viuh [;kfr
cukuk pkgrk gS rks mldks ,sls e/;LFk ekU; ugha gksaxsA bldk vFkZ ;g gS fd fuekZrk dh uhfr Hkh e/;LFkksa ds
pquko ij izHkko Mkyrh gSA
ljdkjh fu;e
(Government Regulations)
vkt ds lektoknh ,oa lkE;oknh ;qx esa ljdkjsa Hkh ,slh 'krZsa ,oa izfrcU/k yxk nsrh gSa fd ,d fuekZrk dks e/;LFk pqurs
le; mudks /;ku esa j[kuk iM+rk gS( tSls] Hkkjr esa nokb;ksa dks cspus okys e/;LFkksa dks ljdkj ls ykblsal ysuk iM+rk
204 foi.ku ds fl)kUr

gSA vr% nokb;ksa ds fuekZrk dks viuk forj.k ek/;e pqurs le; bl ckr dks /;ku esa j[kuk gksxk fd forj.k ykblsalèkkjh
foØsrkvksa ds ek/;e ls gh gks] vU;Fkk dEiuh o foØsrk ds fo#) dkuwuh dk;Zokgh dh tk ldrh gSA blh izdkj 'kjkc
Hkh ykblsal/kkjh ¼Bsdsnkj½ e/;LFkksa ds ek/;e ls gh csph tk ldrh gSA
vU; ckrsa
(Other Factors)
forj.k ek/;e dk pquko djrs le; dqN vU; ckrsa Hkh gSa tks izHkko Mkyrh gSaA vr% forj.k ek/;e dk pquko djrs le;
bu pkj ?kVdksa ij Hkh fopkj dj fy;k tkuk pkfg,& (i) forj.k ek/;e xzkgdksa dh n`f"V dks /;ku j[kdj gh r; fd;k
tk; ftlls fd mudks oLrq izkIr djus esa vklkuh jgs( (ii) ek/;e laLFkk ds mís';ksa ds vuqdwy gksuk pkfg,( (iii) ek/;e
esa yksp Hkh gksuh pkfg, ftlls fd mlesa vko';drkuqlkj ifjorZu fd;k tk lds( (iv) ek/;e ,slk gks fd fu/kkZfjr cktkj
rd igqap ldsA

ek/;e ;k okfgdk&izcU/k lEcU/kh fu.kZ;

(Channel-Management Decisions)
tc fuekZrk forj.k ek/;e ds Lo:i dk fu.kZ; dj ysrk gS rks mlds le{k rhu izcU/k lEcU/kh leL;k,¡ vkrh gSa ftuds
m
lEcU/k esa mudks Øekuqlkj fu.kZ; ysus iM+rs gSa& (1) ek/;e&lnL;ksa dk pquko djuk] (2) ek/;e&lnL;ksa dks izsfjr djuk]
(3) ek/;e&lnL;ksa dk ewY;kadu djukA
o
.c
1. ek/;e&lnL;ksa dk pquko djuk (Selection of Channel Members)&,d fuekZrk }kjk vius forj.k ek/;e
ds Lo:i dk fu.kZ; dj ysus ds ckkn forj.k ek/;e ds lnL;ksa dk pquko djuk iM+rk gSA blds fy, dqN

a
fuekZrkvksa dks] ftudh cktkj eas [;kfr vf/kd gksrh gS] Lor% gh e/;LFkksa ds }kjk izLrko fd;s tkrs gSa fd mudks
os vius e/;LFk cuk ysa ysfdu dqN fuekZrkvksa dks bl izdkj ds izLrko ugha feyrs gSa vkSj mudks ,slh laLFkk,¡

m
<w¡<+uh iM+rh gSa] tks e/;LFk cuus ds fy, rS;kj gksaA bl dk;Z ds fy, fuekZrk }kjk igys ls gh fofHké izdkj ls

a
izpkj ,oa foKkiu fd;k tkrk gS ftlls izHkkfor gksdj muds ikl e/;LFk cuus ds izLrko vk tkrs gSaA bl nwljh
uhfr dks ge e/;LFkksa ij oLrq Fkksius dh jhfr&uhfr dgrs gSaA bl izdkj dh uhfr esa ykHkiznrk ij vf/kd tksj
n
fn;k tkrk gS rFkk e/;LFkksa ds le{k 'krZsa Hkh vklku j[kh tkrh gSaA dHkh&dHkh migkj ;k HksaV ;k Ýh eky ds

y
:i esa Hkh dqN lqfo/kk,¡ iznku dh tkrh gSaA

d
e/;LFk cuus ds izLrko pkgs fdlh Hkh izdkj vk;sa ysfdu fuekZrk ds le> rks ,d leL;k mRié gks tkrh gS fd

u
og fdl&fdl dks e/;LFk pqus rFkk pquus ds fy, fdu y{k.kksa dks /;ku esa j[ksaA lkekUr;k ,d fuekZrk bu ckrksa

t
ds ckjs esa irk yxkrk gS fd (i) ml izR;k'kh O;olk;h dks O;olk; djrs le; fdruk le; gks pqdk gS\
(ii) bl le; mldh izxfr dSlh gS \ (iii) D;k og Hkqxrku djus esa vPNk Hkqxrku djus okyk gS\ (iv) D;k og
S
cktkj esa vPNh [;kfr j[krk gS\ (v) O;olk;h fdu&fdu oLrqvkas esa igys ls O;olk; dj jgk gS\ (vi) D;k
og viuh oLrq esa O;ogkj djus ds fy, vko';d lkt&lTtk o rduhdh Kku j[krk gS\ (vii) ;fn og O;olk;h
fdlh vU; izdkj dk O;olk; dj jgk gS rks D;k og bl u;h oLrq&iafä dks l¡Hkkyus ds fy, i;kZIr /ku o vU;
ckrsa j[krk gS\ (viii) D;k mldk O;olk; ,sls LFkku ij gS tgk¡ ij foØsrk vklkuh ls igqap ldrk gS\
ftu laLFkkvksa ds lEcU/k esa mi;qZDr y{k.kksa ds mÙkj vf/kdka'k ekeyksa esa ^gk¡* esa feyrs gSa mudks e/;LFk&lnL;
ds :i esa pquk tk ldrk gSA ,d fuekZrk&laLFkk ds lEcU/k dks ,slh fLFkfr esa fu.kZ; ysrs le; lnk gh dqN
dlkSfV;k¡ LFkkfir djuh iM+rh gS ftudks /;ku esa j[kdj gh fu.kZ; fy;s tkrs gSaA
2. ek/;e&lnL;ksa dks izsfjr djuk (Motivation of Channel Members)&tc ek/;e&lnL;ksa dk pquko dj
fy;k tkrk gS rks fQj muds lkFk ,d fyf[kr le>kSrs ij nksuksa ds gLrk{kj gks tkrs gSaA vc izcU/k ds le{k ,d
forj.k okfgdk,¡ 205

leL;k vkrh gS fd e/;LFkksa dks vf/kd foØ; ds fy, izsfjr fd;k tk;A ,d fuekZrk dks u rks vR;f/kd izsj.kk
djuh pkfg, vkSj u U;wu izsj.kkA vR;f/kd izsj.kk nsus ls ;|fi fcØh c<+ tkrh gS ysfdu ykHkksa dh ek=kk de gks
tkrh gSA blh izdkj U;wu izsj.kk ls mfpr izksRlkgu ugha feyrk gSA blls u rks fcØh esa gh o`f) gksrh gS vkSj
u ykHkksa easA vr% ;g dgk tkrk gS fd ,d fuekZrk dks chp dk jkLrk viukuk pkfg, ftlls fd fcØh esa o`f)
gks lds] ykHk Hkh mfpr ek=kk esa cus jgsa rFkk e/;LFk dks Hkh vf/kd foØ; ds fy, izsj.kk feyrh jgsA
;fn ,d ckj izsj.kk lEcU/kh fu.kZ; ysus ds ckn Hkh fuekZrk o e/;LFk ;g le>rs gSa fd vHkh Hkh U;wu izsj.kk gS
rks fuekZrk dks vkSj izsj.kk ds fy, lkspuk pkfg,A ;g nks izdkj ls nh tk ldrh gSA izFke] e/;LFkksa dks mfpr
lk[k 'krs± iznku djds ;k mudk ekftZu c<+kdj] ;k mudks vU; izdkj ls ewY;ksa esa lqfo/kk nsdjA nwljs] muds
dk;Z&dykiksa dh le;&le; ij leh{kk djrs jgus ds lkFk&lkFk mudks lq/kkj ds fy, lq>ko nsrs jgukA
fdlh Hkh izsj.kk lEcU/kh fu.kZ; dks ysrs le; e/;LFkksa ds n`f"Vdks.k dks Hkh /;ku esa j[kuk pkfg, vkSj fu.kZ; ,slk
fy;k tkuk pkfg, fd e/;LFk ukjkt u gksa] cfYd vf/kd foØ; ds fy, izsfjr gksaA izsj.kk dh leL;k cgqr gh
tfVy gSA bldk dkj.k ;g gS fd blls fuekZrk ,oa e/;LFk ds chp lg;ksx c<+rk gS ;k blds foijhr vlg;ksx
izkjEHk gks tkrk gSA

m
3. ek/;e&lnL;ksa dk ewY;kadu djuk (Evaluation of Channel Members)&fuekZrk us ftu e/;LFkksa dks
fu;qDr fd;k gS muds dk;kZsa dk ewY;kadu le;&le; ij mlds }kjk fd;k tkrk jguk pkfg,] ftlls fd ftu
o
e/;LFkksa dh fcØh mfpr ugha gS mudks foØ; c<+kus ds fy, dgk tk lds vkSj mlds ckn Hkh os fØ;k'khy u

.c
gksa rks mudks gVk;k tk ldsA
bl ewY;kadu ds fy, dksbZ izeki ;k vkn'kZ LFkkfir fd;k tkuk pkfg,A ;fn fdlh e/;LFk dh fcØh ml vkn'kZ
a
;k izeki ls de gS rks mldks foØ;&o`f) ds fy, dgk tkuk pkfg,A bl dk;Z ds nks :i gSa&¼v½ e/;LFk dh

m
fiNyh fcØh ls rqyuk djuk o ¼c½ e/;LFk dh fcØh dk mlds fy, fu/kkZfjr dksVs ls rqyuk djukA

a
¼v½ izR;sd e/;LFk dh fiNyh fcØh ls rqyuk djuk (Comparison of each middleman's sales
performance with his own past performance)& blesa izR;sd e/;LFk dh fcØh dh rqyuk mldh

n
fiNys o"kkZsa dh fcØh ls dh tkrh gSA lk/kkj.kr;k fiNys dbZ o"kkZsa dh fcØh ls dh tkrh gSA lk/kkj.kr;k

y
fiNys dbZ o"kkZsa dh fcØh dk vkSlr fudky ysrs gSa ftldks ,d vkn'kZ ;k izeki ekurs gSaA ;fn fdlh foØsrk
dh fcØh dk vkSlr fudky ysrs gSa ftldks ,d vkn'kZ ;k izeki ekurs gSaA ;fn fdlh foØsrk dh fcØh fdlh
d
o"kZ bl izdkj fudkyrs gq, vkSlr ls fxj tkrh gS rks fuekZrk }kjk blds dkj.kksa dh tk¡p dh tkrh gS vkSj

u
vkxs vkus okyh vof/k esa mudk fujkdj.k djds fcØh dks c<+kus dk iz;Ru fd;k tkrk gSA ;fn ;s dkj.k

t
e/;LFk }kjk gh fefeZr gSa tSls] xzkgdksa ds lkFk mfpr O;ogkj u djuk] izf'k{k.k dk;ZØe esa lg;ksx u djuk]
lo)Zu ds dk;kZsa esa vlg;ksx] fuekZrk dh oLrq dh mis{kk djuk] vkfn rks budk fujkdj.k e/;LFk ds lkFk
S
ckrphr dj Hkfo"; esa lg;ksx dk vk'oklu izkIr dj fd;k tk ldrk gSA ysfdu ;fn dkj.k ns'k dh
vkfFkZd o jktuhfrd fLFkfr ls lEcfU/kr gS rks e/;LFk ds fo#) dksbZ dk;Zokgh djus dh vko';drk ugha
gS ;|fi mlds izsfjr djus dh vko';drk gSA
¼c½ izR;sd e/;LFk dh fcØh dh mlds fy, fu/kkZfjr dksVs ls rqyuk djuk (Comparison of each
middleman's performance with the quota established for him)& bl rjhds esa e/;LFk dh fcØh
dk dksVk ml {ks=k dh foØ; lEHkkO;rk ds vk/kkj ij fu/kkZfjr fd;k tkrk gS vkSj fQj vof/k dh okLrfod
fcØh dh rqyuk bl dksVs ls dh tkrh gSA ;fn mudh fcØh bl dksVs ls de gksrh gS rks blds dkj.kksa dh
tk¡p dh tkrh gS o e/;LFk ls fopkj&foe'kZ dj Hkkoh mik;ksa dh :ijs[kk cuk;h tkrh gSA
;fn fdlh e/;LFk dh fcØh fu/kkZfjr Lrj ls de gS rks ,sls e/;LFk ls ,d fuf'pr vof/k esa fcØh c<+kus
ds fy, dgk tk ldrk gSA ;fn mlds }kjk bl c<+k;h gqbZ vof/k esa Hkh fcØh u c<+k;h tk lds rks mldks
206 foi.ku ds fl)kUr

gVk;k tk ldrk gSA ysfdu dHkh&dHkh dqN e/;LFk ,sls gksrs gSa fd ;fn mudks gVkus dh ckr dh tkrh
gS rks muds lEcU/k fcxM+ ldrs gSa tks O;olk; ds fy, mfpr fn[kk;h ugha nsrk ,slh fLFkfr esa mudks cuk;s
j[kuk gh mfpr gksxkA ,slh fLFkfr dks u vkus nsus ds fy, ;g vko';d gS fd izkjEHk esa e/;LFk ds lkFk
le>kSrk fd;k tk;] og bl izdkj fd;k tkuk pkfg, fd mlesa e/;LFk ds drZO; ,oa nkf;Ro Li"V gksa]
fo'ks"k :i ls (i) xzkgd lsok,¡( (ii) xzkgd dk lqiqnZxh dk le;( (iii) [kjkc o [kks;s gq, eky ds lEcUèk esa
fu;e( (iv) izf'k{k.k ,oa izorZu izksxzkeksa esa lg;ksx( (v) foØ; l?kurk (intensity)( vkfnA Hkkjr esa LdwVj
cukus okyh dEifu;k¡ vius forjdksa dk igys ls gh dksVk fu/kkZfjr dj nsrh gSa ftldk foØ; djuk mu
forjdksa ds fy, vko';d gSA ;g dksVk mRiknu dks ns[krs gq, ?kVrk&c<+rk jgrk gSA ;g dksVs ,d foØsrk
;k forjd fu"iknu ds fy, ekxZ&n'kZd ds :i esa dk;Z djrs gSaA

ek/;e ;k okfgdk la'kks/ku lEcU/kh fu.kZ;

(Channel Modification Decisions)
,d fuekZrk ds forj.k ek/;e ds :i esa le;&le; ij ifjorZu vko';d gks ldrk gSA bldk dkj.k ;g gS fd O;kikfjd
ifjfLFkfr;k¡ le;&le; ij cnyrh jgrh gSaA vr% mu cnyrh gqbZ ifjfLFkfr;ksa ds dkj.k forj.k ek/;e esa la'kks/ku djuk
vko';d gks tkrk gSA blfy, ,d fuekZrk dks le;&le; ij forj.k ek/;e esa la'kks/ku ;k ifjorZu gsrw voyksdu djrs
m
jguk pkfg,A bl ek/;e&la'kks/ku lEcU/kh voyksdu esa fuEu rhu ckrkas ds lanHkZ esa fu.kZ; ysus iM+rs gSaA
1.
o
O;fDrxr e/;LFkksa dks j[kus ;k gVkus dk fu.kZ; (Adding or Dropping Individual Middlemen)&os

.c
eè;LFk tks fdlh fuekZrk ds eky dks csp jgs gSa vksj mudh dqy fcØh fuekZrk dh n`f"V ls lUrks"ktud ugha
gS rks muds lEcU/k esa fuekZrk dks ;g lkspuk iM+rk gS fd og mudks viuk e/;LFk cuk;s j[ks vFkok ughaA

a
lkèkkj.kr;k ,slk djus ls iwoZ e/;LFk dks ,d fuf'pr vof/k esa ,d fuf'pr Lrj rd fcØh dks c<+kus esa vlQy
jgrk gS rks mldks gVkus dk fu.kZ; ysus ds fy, ck/; gksuk iM+rk gSA os e/;LFk ftudh fcØh de jgrh gS mu
m
ij fuekZrk }kjk mudh fcØh dks ns[krs gq, vf/kd O;; djuk iM+rk gS tks vUr esa oLrq dh ykxr dks c<+krk gSA

a
ysfdu blds foijhr] e/;LFk dks gVkus dk fu.kZ; Hkh O;olk; ds ykHkksa dks izHkkfor dj ldrk gSA ;fn e/;LFk

n
dks gVkus dk fu.kZ; ys fy;k tk; vkSj dksbZ vU; e/;LFk fu;qDr u fd;k tk; rks fuekZrk dh dqy fcØh de
gks tk;sxh vkSj bl izdkj izfr oLrq ykxr c<+ tk;sxh D;ksafd mifjO;; c<+ tk;saxsA bl izdkj ge ;g ikrs gSa
y
fd e/;LFk dks gVkuk ;k cuk;s j[kuk Hkh O;olk; ds ykHkksa o ykxrksa dks izHkkfor djrk gSA vr% vko';drk

d
bl ckr dh gS fd gVkus o j[kus lEcU/kh ckrksa dk Hkh O;olk; ij D;k izHkko iM+sxk bldks tkuus ds fy, fuekZrk

u ;k c<+kuk
dks foLr`r fo'ys"k.k djuk pkfg,A
2.
t
foi.ku&ek/;e dks ?kVkuk &Øsrk dk Ø; O;ogkj
(Dropping or Adding a marketing channel)

Hkh LFkk;hS
le; ds vuqlkj cnyrk jgrk gSA vr% vko';drk bl ckr dh gS fd cnyrs gq, Ø; O;ogkj esa foi.ku ekè;e
u jgdj cnyrs jguk pkfg,A blfy, ,d fuekZrk le;&le; ij bl ckr dk irk yxkrk jgrk
gS fd og cktkj esa lokZsÙke <ax ls igqap jgk gS\ ;fn blds mÙkj esa og ikrk gS fd og Bhd izdkj ls cktkj
esa ugha igaqp jgk gS rks og foi.ku ek/;e esa ifjorZu djus dk fu.kZ; ys ldrk gSA bl ifjorZu esa forj.k ds
u;s ek/;e pqus tk ldrs gSa o iqjkus ek/;e ls NqVdkjk ik;k tk ldrk gSA
3. forj.k dh lEiw.kZ iz.kkyh esa la'kks/ku djuk (Revising the overall system of distribution)&tc dHkh
forj.k dh lEiw.kZ iz.kkyh esa la'kks/ku djus dh vko';drk izrhr gksrh gS rks fuekZrk ds lokZsPp izcU/k ds }kjk
bl lEcU/k esa fu.kZ; fy;k tk ldrk gSA ,slk djus ls laLFkk dk foi.ku&feJ.k ,oa mudh uhfr;k¡ cny tkrh
gSaA
forj.k okfgdk,¡ 207

lEiw.kZ iz.kkyh esa la'kks/ku djuk ,d egRoiw.kZ ekeyk gS ftldk fu.kZ; [kwc lksp&fopkj dj fy;k tkuk
pkfg,A vktdy Hkkjr esa ;g ns[krs gSa fd diM+k cukus okys fuekZrk vc viuh forj.k iz.kkyh esa
vk/kkjHkwr ifjorZu yk jgs gSaA vc rd os viuk diM+k vk<+fr;k o ,ts.V ds ek/;e ls gh csprs Fks ysfdu vc
os ;k rks viuh Lo;a dh nqdkusa LFkkfir dj jgs gSa ;k LFkku&LFkku ij ,dek=k forjd ;k ,ts.V fu;qDr dj
jgs gSaA

ek/;e ;k okfgdk&fu.kZ; dk foi.ku uhfr ij izHkko

(Effect of Channel Decisions on Marketing Policy)
forj.k ek/;e lEcU/kh fu.kZ; foi.ku ds cgqr&ls {ks=kksa ij izHkko Mkyrk gSA blh dks bl izdkj dg ldrs gSa fd
,d foi.ku izcU/kd ds foi.ku lEcU/kh fu.kZ; forj.k&ekxZ fu.kZ; ls izHkkfor gksrs gSaA lk/kkj.k Hkk"kk esa bl izdkj Hkh
dg ldrs gSa fd forj.k&ekxZ dk foi.ku ij D;k izHkko gS\ bu izHkkoksa dk v/;;u fuEu vk/kkjksa ij fd;k tk ldrk
gS&
1. ewY; uhfr;k¡ (Pricing policies)&,d miHkksDrk dks tks ewY; nsuk iM+rk gS mlesa forj.k ykxr Hkh 'kkfey gSA

m
bldk vFkZ ;g gS fd forj.k ek/;e ewY; dks izHkkfor djrk gSA izR;sd fuekZrk dks vius e/;LFkksa dks bruk

o
vo'; gh nsuk pkfg, fd e/;LFkksa dks oLrq dks izkIr djus dh ykxr ds lkFk&lkFk mfpr ykHk Hkh fey tk;saA
;fn muds ykHk esa deh jgh rks mudks dk;Z djus dk mRlkg ugha jgsxk vkSj os u rks mfpr :i ls fuekZrk dh

.c
gh lsok dj ldsasxs vkSj u miHkksDrk dhA bl izdkj forj.k ek/;e ,d fuekZrk dh ewY; uhfr;ksa dks izHkkfor djrs

a
gSaA
2. LVkWd uhfr;k¡ (Inventory policies)&forj.k ek/;e LVkWd uhfr;ksa dks Hkh izHkkfor djrs gSaA forj.k ek/;e
m
bl izdkj dk gS fd mfpr lsok dks nsus ds fy, vko';d iqtkZsa dk LVkWd j[kus dh vko';drk gS rks tgk¡&tgk¡

a
lsok lqfo/kk iznku dh tk;sxh ogk¡ lHkh LFkkuksa ij iqtkZsa dk Hk.Mkj j[kuk vko';d gksxkA
3.
n
foKkiu uhfr;k¡ (Advertising policies)&forj.k ek/;e foKku uhfr;ksa dks Hkh izHkkfor djrk gSA ,d fuekZrk

y
dk forj.k ek/;e ftl izdkj dk gksxk oSlh gh mldks foKkiu uhfr;k¡ viukuh gksaxhA ;fn forj.k ek/;e NksVk

d
gS vkSj e/;LFk foØsrkvksa ds ykHk dk izfr'kr de gS rks QqVdj foØsrkvksa dh [;kfr ij vf/kd fuHkZj jguk gksxk
vkSj foKkiu ij vf/kd O;; djuk gksxk ftlls fd miHkksDrk ml oLrq dks ek¡xrk gqvk nqdku ij vk;s vkSj
u
foØsrk ml oLrq dk vius ikl j[kus ds y, ck/; gks tk;sA
t
ifjogu uhfr;k¡ (Transportation policies)&ifjogu uhfr;k¡ Hkh forj.k ek/;e ls izHkkfor gksrh gSaA ;fn
S
4.
forj.k lkjs ns'k esa QSyk gqvk gS rks jsy o eksVj&Vªdksa dk lgkjk ysuk gksxkA blds foijhr] ;fn ml oLrq dk
forj.k lhfer gS( rks ogk¡ vU; lk/kuksa dk lgkjk fy;k tk ldrk gSA
5. foØ; uhfr;k¡ (Selling policies)&forj.k ek/;e foØ; uhfr;ksa dks Hkh izHkkfor djrk gSA tSlk] forj.k
ek/;e gksxk mlh ds vuq:i foØ; 'kfDr fu;qfDr djuh gksxhA mnkgj.k ds fy,] ;fn forj.k ek/;e Fkksd foØsrk
ls QqVdj foØsrk o miHkksDrk tSlk gS rks foØ;drkZ j[kus gksaxs tks Fkksd foØsrkvksa ls lEidZ LFkkfir dj ldsaA
blds foijhr] ;fn forj.k QqVdj foØsrkvksa ds ek/;e ls gksrk gS rks vf/kd foØ;drkZ j[kus gksaxsA lkFk gh nksuksa
izdkj ds foØ;drkvksa ds xq.kksa] ikfjJfed o ;ksX;rkvksa esa Hkh vUrj gksxkA
208 foi.ku ds fl)kUr

ek/;e ;k okfgdk fu.kZ; dk foi.ku dk;ZØe ij izHkko

(Influence of Channel Decision on Marketing Programme)
,d O;olk;h dk forj.k ek/;e ls lEcfU/kr fu.kZ; mlds foi.ku dk;ZØe dks izHkkfor djrk gSA bldk vFkZ ;g gS fd
tSlk forj.k ek/;e gksxk foi.ku dk;ZØe Hkh mlh vuq:i cuk;k tk;sxkA ek/;e lEcU/kh fu.kZ; fuEu ckrksa dks izHkkfor
djrk gS tks foi.ku dk;ZØe ls lEcfU/kr gSa&
1. oLrq fu;kstu (Product planning)&forj.k ek/;e dk fu.kZ; ,d fuekZrk ds oLrq fu;kstu dks izHkkfor djrk
gS vkSj mlds fy, ;g vfuok;Z dj nsrk gS fd og viuh oLrq iafDr dk foLrkj djsA lk/kkj.kr;k e/;LFk ,d
en dks viuh nqdku ij j[kuk ilUn ugha djrs gSa cfYd os ml oLrq dh iwjh iafä j[kuk ilan djrs gSaA bldk
ifj.kke ;g gksrk gS fd fuekZrk dks vius oLrq fu;kstu esa ifjorZu djds iwjh iafä dk fodkl djuk iM+rk gsA
mnkgj.k ds fy,] ;fn dksbZ fuekZrk flQZ iSu dk gh fuekZ.k djrk gS rks foØsrk ,sls iSu dks cspuk ilUn ugha
djrs gSa ouLifr ml iSu fuekZrk dh rqyuk esa tks iSu] L;kgh] ckyiSu] vkfn dbZ oLrqvksa dk fuekZ.k djrk gSA
2. ewY; (Pricing)&forj.k ek/;e lEcU/kh fu.kZ; Hkh foi.ku izksxzke dks izHkkfor djrk gSA ;fn fdlh oLrq dks

m
miHkksDrk rd igqapkus esa dbZ e/;LFkksa dh lsok,¡ yh tkrh gSa rks bldk izHkko ;g iM+rk gS fd ewY; uhfr bl
izdkj cuk;h tkrh gS fd izR;sd e/;LFk dks mfpr ikfjrks"k.k fey ldsaA
3. o
lao)Zu (Promotion)&;fn fdlh laLFkk dk forj.k ek/;e bl izdkj dk gS fd mldh Lo;a dh nqdkusa gSa rks

.c
bldk izHkko ;g gksxk fd laLFkk dks lao)Zu ij dkQh O;; djuk gksxkA blh izdkj ;fn e/;LFkksa dh lsokvksa
dks ysuk gS rks Hkh lao)Zu ij dkQh O;; djuk iM+sxk D;ksafd fcuk vf/kd lao)Zu O;; ds mlds [kjhnus okys
rS;kj ugha gksaxsA a
4.
m
HkkSfrd forj.k (Physical distribution)&forj.k&ek/;e&fu.kZ; oLrqvksa ds HkkSfrd forj.k dks izHkkfor djrs

a
gSaA ;fn laLFkk&LFkku ij vius fMiks j[krh gS rks eky QSDVjh ls ml fMiks rd igqapkuk gksxk rFkk ogk¡ ij muds
lqjf{kr j[kus ds fy, xksnkeksa dh O;oLFkk djuh gksxhA ;fn ek/;e bl izdkj dk gS fd Fkksd foØsrk lh/ks fuekZrk
n
ls [kjhnrs gSa rks fuekZ.k LFkku ij gh xksnke j[kus gksaxs vkSj ifjogu ds lk/kuksa dh O;oLFkk Hkh djuh gksxhA ;fn

y
Fkksd foØsrk ds lkFk fuekZrk dh uhfr ^udn nks vkSj ys tkvks* dh gS rks ifjogu lk/kuksa dh O;oLFkk Fkksd foØsrk
}kjk Lo;a dh tk;sxhA
d
5.
u
cktkj foLrkj (Market Expansion)&;fn fdlh oLrq ds cktkj dk foLrkj gksuk gS rks mlds fy, e/;LFkksa

t
dh lgk;rk ysuh gksxh D;ksafd fcuk e/;LFkksa dh lgk;rk ds cktkj ds foLrkj esa cgqr vf/kd /ku] fu;a=k.k ,oa

S
dk;Zdq'kyrk dh vko';drk gksxhA bl izdkj ek/;e lEcU/kh fu.kZ; cktkj ds foLrkj dks izHkkfor djrk gSA
6. foÙk izca/k (Financial management)&;fn forj.k ek/;e dk pquko mfpr izdkj ls gksrk gS rks fuekZrk
cgqr&lh foÙkh; leL;kvksa ls cp tkrk gS vkSj mldks vf/kd foÙk dh vko';drk ugha gksrh gSA tSls] ;fn
izfrfuf/k fu;qDr fd;k tkrk gS rks fuekZrk dks vf/kd foÙkh; lk/ku tqVkus gksaxsA blds foijhr] ;fn Fkksd ;k
QqVdj foØsrkvksa dks lh/kk eky cspk tkrk gS rks vf/kd foÙk dh vko';drk ugha gksxhA
7. tksf[ke izcU/k (Risk Management)&forj.k ek/;e lEcU/kh fu.kZ; tksf[ke izcU/k ij Hkh izHkko Mkyrk gSA
;fn ,ts.V fu;qDr fd;s x;s gSa vkSj mudk foØ; dksVk fu/kkZfjr gS rks mudks vius dksVs dks le;&le; ij
vo'; Ø; djuk gksxkA blls fuekZrk dh tksf[ke de jgsxhA ysfdu mlds foijhr fLFkfr esa tgk¡ dksbZ dksVk
fu/kkZfjr ugha gS ogk¡ ,ts.V viuh vko';drkuqlkj [kjhnsxk vkSj bl izdkj fuekZrk dh tksf[ke vf/kd jgsxhA
forj.k okfgdk,¡ 209

forj.k&okfgdk uhfr ,oa izeq[k fu.kZ; {ks=k

(Policy of Distribution Channel and Major Decision Areas)
forj.k&okfgdkvksa dh iz;qfDr dk vfUre mís'; miHkksDrkvksa rFkk vkS|ksfxd iz;ksDrkvksa rd oLrq,¡ mfpr le; ,oa dher
ij igqapkuk gksrk gSA bl mís'; dh iwfrZ ,d izHkko'khy forj.k&okfgdk uhfr dh vko';drk dks izdV djrh gSA ,slh
uhfr miHkksDrk&iz/kku] yphyh] mPpLrjh;] ikjLifjd vUrfuZHkjrk mRié djus okyh rFkk laLFkk lokZaxh.k mís';ksa dh
izkfIr dks lEHko cukus okyh gksuh pkfg,A6 ,slh uhfr dk fuekZ.k lgHkkxh vk/kkj ij lHkh lEc) Hkhrjh ,oa cká O;fDr;ksa
}kjk feydj fd;k tkuk pkfg, D;ksafd ,slh uhfr laLFkk rFkk ckgjh laLFkkvksa dh foi.ku uhfr;ksa] dk;ZØeksa] fu.kZ;ksa vkSj
;kstukvksa dks izHkkfor djrh gSaA forj.k&okfgdk uhfr dk {ks=k Hkh foLr`r gksuk pkfg, rkfd fofHké ifjfLFkfr;ksa esa laLFkk
ds vf/kdkfj;ksa ,oa deZpkfj;ksa ds lkFk&lkFk forj.k&Ükà[kyk eas e/;LFkksa dks Hkh ekxZn'kZu fey ldsA
izR;sd laLFkk dh forj.k&okfgdk uhfr esa izeq[kr% fuEufyf[kr {ks=kksa ls lEc) fu.kZ; fy;s tkus gsrq funZs'ku mYysf[kr gksuk
pkfg,% (1) cqfu;knh oSdfYid forj.k iz.kkfy;k¡( (2) okfgdk mís';ksa dh izkfIr gsrq uhfr;k¡( (3) forj.k&okfgdk
lhek&{ks=k( (4) e/;LFkksa ds lkFk lg;ksx dk fuekZ.k ,oa vuqj{k.k( (5) forj.k&iz.kkyh dk ewY;kaduA
izR;sd {ks=k dk fo'kn~ foospu bl izdkj gS%
m
1.
o
cqfu;knh oSdfYid forj.k iz.kkfy;k¡ (Basic alternative distribution systems)&izR;sd laLFkk vius

c
lkèkuksa ,oa foi.ku voljksa ds vR;qÙke fonksgu ds fy, fuEufyf[kr cqfu;knh oSdfYid forj.k iz.kkfy;ksa dks
muds xq.k&nks"kksa ds rqyukRed v/;;u ds vk/kkj ij viuk ldrh gS%
.
¼v½ izR;{k forj.k iz.kkyh (Direct Distribution System)
ds laxBu }kjk vfUre miHkksDrkvksa vFkok vkS|ksfxd mi;ks axdrkZvksa rd igqapkus dk fu.kZ; ysrs gSa vkSj
&mRikn vFkok fuekZrk tc vius mRiknksa dks Lo;a

oLrqvksa ds fuekZrk viukrs gSaA ?kjsyw miHkksx dhm

igqapkrs gSa rks ;g izR;{k&forj.k dgk tkrk gSA ,slh forj.k O;oLFkk dks O;ogkj esa vf/kdrj vkS|ksfxd

adkQh lhfer gSA

oLrq,¡ izR;{k forj.k iz.kkyh }kjk ;|fi forfjr dh tkus
yxh gS( fdUrq budk lhek&{ks=k (Coverage)
vfUre miHkksDrk vFkok vkS|ksfxdn ç;ksDrkvksa dks lh/ks eky cspus dh fofHkUu jhfr;k¡ gSa ftuesa çeq[kr%

y
fuEufyf[kr dks lfEefyr fd;k tk ldrk gS%
(i)
d ij viuh QqVdj nqdkusa rFkk Hk.Mkj LFkkfir djuk 'kq: fd;k gS vkSj vius
fuekZrk dh QqVdj fcØh 'kk[kk,¡&orZeku esa] vusd mRikndksa us Lo;a lh/ks gh miHkksDrk rd igqapus

u
ds fy, LFkku&LFkku
}kjk fufeZ r oLrqvksa dks cspuk izkjEHk fd;k gSA mnkgj.k ds fy, ^ckVk* ds twrs] ^Å"kk* flykbZ e'khu
t
,oa vU; ,slh gh vusd oLrq,¡ fuekZrkvksa dh QqVdj fcØh 'kk[kkvksa }kjk csph tkus yxh gSA diM+k

Sviuh oLrqvksa dks Lo;a gh vfUre miHkksDrk rd igqapkus ds fy, viuh QqVdj Hk.Mkj nqdkusa LFkkfir
feysa] fo|qr&midj.k fuekZrk] MªkbZDyhulZ] QuhZpj fuekZrk] VkbijkbVj fuekZrk] fe"Bké Hk.Mkj vkfn

djus yxs gSaA

(ii) Mkd }kjk O;kikj&vusd mRiknd Mkd }kjk viuh oLrqvksa dks vfUre xzkgdksa rd igqapkus esa yxs gSaA
Mkd }kjk gh oLrqvksa dh tkudkjh fuekZrkvksa }kjk xzkgd rd igqapkbZ tkus yxh gS vkSj Mkd }kjk
gh vkns'k izkIr vkSj iwjs fd;s tkus yxs gSaA vusd izdkj dh oLrq;sa tSls&vuwBh oLrq,¡] iqLrdsa]
i=k&if=kdk;sa] nokb;k¡] nokb;k¡] xzkeksQksu] VªkaftLVj] ?kfM+;k¡] iSu vkfn Mkd }kjk csph tkus yxh
gSaA i=k&if=kdkvksa rFkk iqLrdksa ds izdk'kd Mkd }kjk O;kikj djrs gSaA os foKkiuksa ds ek/;e ls
xzkgd cukrs gSa vkSj Mkd }kjk izkIr vkns'kksa dks iwjk djrs gSaA
6
See the characteristics of channel policy elaborated by W.J. Stanton, op.cit., pp.
210 foi.ku ds fl)kUr

(iii) VsyhQksu foØ;&vfUre miHkksDrk rd lh/ks eky igqapkus dh ;g uohu fof/k gS ftls cM+s&cM+s 'kgjksa
esa mRikndksa us viukuk izkjEHk dj fn;k gSA VsyhQksu ij vkns'k izkIr dj fy;s tkrs gSa vkSj ok¡fNr
irs ij eky igqapk fn;k tkrk gSA lkekU;r;k ;g fof/k ogk¡ lQy jgrh gS tgk¡ fuekZrk dk mRiknu
dk;Z gksrk gksA
(iv) oS;fDrd foØ; vFkok ?kj&?kj foØ; fof/k&vfUre miHkksDrk rd lh/ks eky cspus ds fy, vc dqN
mRikndksa us vius foØsrkvksa dks ?kj&?kj rd vFkkZr~ }kj&}kj rd Hkstuk izkjEHk fd;k gSA
lkSaUn;Z&izlk/ku dh lkexzh ds mRiknd] iqLrd ,oa i=k&if=kdkvksa ds izdk'kd] midj.kksa ds fuekZrk]
gLrdyk oLrqvksa ds cukus okys] dkyhuksa&nfj;ksa vkfn ds dkjhxj] Økdjh lkekuksa ds fuekZrk vkfn
oS;fDrd foØ; dh fof/k dks viukdj vfUre miHkksDrk rd igqapkus dk iz;kl djus yxs gSaA
(v) fo'ks"k foØ; vf/kdkj&vk/kqfud le; es]a vusd fuekZrk vU; mRikndksa vFkok forjdksa dks vuqefr&i=k
fuxZfer djus yxs gSa vksj mUgsa fo'ks"k foØ; dk vf/kdkj QqVdj O;kikj gsrq nsus yxs gSaA bl fo'ks"k
foØ;kf/kdkj dks izkIr djus okyh laLFkk dks ;g vf/kdkj gksrk gS fd og vf/kdkj iznku djus okyh
laLFkk ds uke ls fu/kkZfjr fof'k"V 'krkZsa ds v/khu viuk eky vfUre miHkksDrkvksa dks csp ldsA
mnkgj.k ds fy,] dksdk&dksyk ,d fo'oO;kih laLFkk gSA ;g laLFkk fofHké jk"Vªksa ,oa izns'kksa esa pqus

m
gq, O;kikfj;ksa dks dksdk&dksyk nzo dks cksryksa esa Hkjus rFkk mUgsa cspus dk vf/kdkj nsrh gS vkSj cnys
esa LoRo&'kqYd izkIr djrh jgrh gSA bl fof/k esa vfUre miHkksDrk ;g ugha tku ikrk fd dksbZ vU;
o
mRiknd izfl) mRiknd ds uke ls viuh oLrqvksa dks csp jgk gSA og rks ;gh le>krk gS fd ^^og

.c
izfl) mRiknd dh gh oLrqvksa dks [kjhn jgk gSA**
izR;{k forj.k ds ykHk&lEHkkfor Øsrkvksa dh la[;k ds lhfer gksus ij] muds mPpLrjh; Hkksxksfyd
a
dsUnzh;dj.k gksus ij] mRikn ds vR;f/kd rduhdh ,oa uokpkfjrk ls izHkkfor gksus ij ek¡x esa
LFkkf;Ro gksus ij rFkk e/;LFkksa ds lfØ; lg;ksx ,oa #fp ds vHkko esa izR;{k forj.k djuk
m
ykHkksi;ksxh ekuk x;k gS D;ksafd blds forj.k&okfgdk ij foi.ku laLFkk dk iw.kZ fu;a=k.k jgrk gS]

a
miHkksDrkvksa ls izR;{k lEidZ LFkkfir gksrk gS] oLrqvksa dh fdLe esa gsj&Qsj ugha gks ikrk gS vkSj
ek¡x&iwfrZ eas leUo; LFkkfir djus esa lg;ksx feyrk gSA
izR;{k forj.k ls mRié dfBukb;k¡ n &izR;{k forj.k dh uhfr dks viukus okys fuekZrkvksa ds fy,
mRiknu ,oa foØ; dk;kZ y sa dks ,d lkFk dq'kyrk iwoZd lEié djuk dfBu gksrk gSA foi.ku izcU/kdksa

miHkksDrkvksa dkd
ds nkf;Roksa esa Hkkjh o`f) gks tkrh gSA laLFkk ds vkfFkZd lk/ku Hkh vi;kZIr jg ldrs gSaA ;fn

u
HkkSxksfyd fodsUnzhdj.k O;kid Lrjh; gks rks forj.k izcU/k f'kfFky vkSj fu"izHkkoh
jg ldrk gSA forj.k [kpZsa c<+ tkrs gSaA bu dfBukb;ksa dks /;ku esa j[krs gq, cgqr de fuekZrk gh
izRt
;{k forj.k iz.kkyh dks O;kid iSekus ij viukrs gSaA lkekU;r% fuekZrkvksa dks vizR;{k forj.k

¼c½
S O;oLFkk vf/kd izHkko'kkyh vkSj ferO;;h yxrh gS] Hkys gh mUgsa e/;LFkksa ij fuHkZj jguk iM+sA
vizR;{k forj.k iz.kkyh (Indirect Distribution System) &fuekZrk vFkok mRiknd tc muds mRiknksa dk
foØ; Lo;a ds laxBuksa ds tfj;s u djds e/;LFkksa dh lgk;rk ls djrs gSa rks bls vizR;{k forj.k dgk
tkrk gSA vU; 'kCnksa esa] vizR;{k forj.k O;oLFkk ds vUrxZr mRiknd vkSj miHkksDrkvksa ds chp e/;LFkksa ds
tfj;s lEidZ LFkkfir gksrk gSA e/;LFk gh lEidZ lw=k LFkkfir djus ,oa cuk;s j[kus dk dk;Z djrs gSaA
;s e/;LFk nks izdkj ds gksrs gSa& (i) O;kikfjd ,tsUV (ii) O;kikfjd e/;LFkA
(i) O;kikfjd ,tsUV (Mercantile Agent)– os izfrfuf/k gksrs gSa tks Lo;a vius fy, oLrqvksa dk
Ø;&foØ; ugha djrs gSa vfirq vU; yksxksa dks muds Ø;&foØ; ds lkSnksa esa lgk;rk djrs gSa vkSj
cnys esa viuk deh'ku izkIr djrs gSaA buesa nykyksa] deh'ku ,tsUVksa] vk<+fr;ksa] laxzgdrkZvksa]
forj.k okfgdk,¡ 211

uhykedrkZvksa] vfHkxksidksa] fudklh ,oa isz{kd izfrfuf/k;ksa] ifj'kks/k vfHkdrkZvksa vkfn dks lfEefyr
fd;k tk ldrk gSA
(ii) O;kikfjd e/;LFkksa esa izeq[kr% Fkksd O;kikfj;ksa vkSj QqVdj O;kikfj;ksa dks lfEefyr fd;k tkrk gSA
orZeku esa foØ; la?k Hkh O;kikfjd e/;LFkksa ds :i esa viuk LFkku cukus yxs gSaA QqVdj O;kikfj;ksa
dks Hkh vusd Hkkxksa esa foHkDr fd;k tk ldrk gSA fdUrq lHkh QqVdj O;kikjh e/;LFkksa dh Js.kh eas
lfEefyr ugha fd;s tk ldrsA mnkgj.k ds fy, cgqla[;d nqdkuksa ,oa miHkksDrk lgdkjh Hk.Mkjksa
e/;LFk

O;kikjh e/;LFk O;kikjh izfrfuf/k

1. nyky
2. vk<+fr;k
Fkksd O;kikjh QqVdj O;kikjh 3. ifj'kks/k vfHkdrkZ
4. izs"kd izfrfuf/k
5. fudklh izfrfuf/k
vkUrfjd O;kikj vk;krd vkSj 6. uhykedrkZ
m
o
okys fu;kZrd 7. vfHkxksid
8. laxzg izfrfuf/k

.c
9. ,dkf/kdkj foØ; ,tsUV
vkS|ksfxd QqVdj
izfr"Bkuksa
ls O;ogkj
O;kikfj;ksa
ls lEidZ a
m
djus okys djus okys

a
py n vpy
1. Qsjh okys
y 1. foHkkxh; Hk.Mkj

d
2. Bsys okys 2. Mkd }kjk O;kikj
3. Fkksd lgdkjh la?k

u
3. v)Z LFkk;h nqdkunkj
4. lqij cktkj
4. gkV ds nqdkunkj

t
5. mfpr ewY; dh nqdkusa
5. lM+d ds O;kikjh fo'ks"k oLrq dh nqdkusa

S
6.
7. foØ; e'khu
8. iqjkuh oLrqvksa ds O;kikjh
9. fd'r Hkqxrku ij foØ;
djus okyh nqdkusa
fp=k 11.2

dks O;kikjh e/;LFk ugha ekuk tk ldrkA fp=k 11.2 ls e/;LFkksa dh lEiw.kZ Ükà[kyk dks le>k tkrk
gSA
vizR;{k forj.k ls ykHk
(i) mRiknu dh forj.k ykxrksa esa Hkkjh deh vk ldrh gS D;ksafd {ks=kh; foØ; laxBu] eky xksnke]
212 foi.ku ds fl)kUr

lk[k fu;a=k.k] foØ; ys[ks&tks[ks ,oa lqiqnZxh lEcfU/kr ykxrksa rFkk O;;ksa esa Hkkjh deh gks tkrh
gSA
(ii) e/;LFk fuekZrkvksa ,ao mRikndksa dh rqyuk esa xzkgdksa dh vf/kd lsok dj ldrs gSa vkSj vusdkusd
lqfo/kk,¡ ns ldrs gSaA
(iii) nwj&nwj rd ds miHkksDrkvksa dks eky vklkuh ls igqapk;k tk ldrk gSA
vizR;{k forj.k dh dfBukb;k¡
bl forj.k iz.kkyh dks viukus ij fuekZrk ,oa mRiknd e/;LFk Ükà[kykvksa ds foØ; iz;klksa] oLrqvksa
dh dherksa] fdLe lqiqnZxh ,oa lsokvksa ds Lrjksa o mudh miyfC/k ij fu;a=k.k LFkkfir djus esa vleFkZ
jgrs gSa xzkgd&ek¡x] #fp;ksa ,oa QS'ku rFkk cktkj izfrLi/kkZ ds ckjs esa i;kZIr lgh rFkk le;kuqdwy
tkudkjh Hkh vizR;{k forj.k esa fuekZrkvksa dks izkIr ugha gks ikrh gSA
¼l½ nksgjh forj.k iz.kkyh (Dual Distribution System)&tc mRiknd vFkok fuekZrk izR;{k vkSj vizR;{k
forj.k O;oLFkkvksa dks viuk dj muds mRiknksa dk forj.k djrs gSa] rc bls nksgjk forj.k dgk tkrk gSA
bl forj.k iz.kkyh ds viukus dk eq[; mís'; forj.k ij fu;a=k.k djuk vkSj O;kid cukuk gksrk gSA ;g
iz.kkyh izR;{k ,oa vizR;{k iz.kkfy;ksa ds ykHkksa dks izLrqr djrh gSA bl iz.kkyh dh lcls cM+h dfBukbZ

m
mRikn ds cktkjksa ds mfpr foHkktu dh gSA dkSu&ls cktkjksa esa vizR;{k forj.k dk fu.kZ; fy;k tk;] ;g

o
dkQh isphnk iz'u gksrk gSA brus ij Hkh nksgjh forj.k iz.kkyh O;kid ,oa dq'ky foi.ku ds fy, ,d
vifjgk;Z vko';drk curh tk jgh gS D;ksafd c<+rh gq;h rhoz izfrLi/kkZ ds ;qx esa fdlh ,dkaxh forj.k

.c
iz.kkyh ij fuHkZj jguk foosdiw.kZ ugha dgk tk ldrkA
nksgjh forj.k O;oLFkk dks fp=k 11.3 }kjk iznf'kZr fd;k tk ldrk gS%
a
m
a
n
y
d
u
t
S

fp=k 11.3
forj.k okfgdk,¡ 213

2. okfgdk mís';ksa dh izkfIr gsrq uhfr;k¡ (Policies for Attaining Channel Objectives)&forj.k okfgdkvksa
dk izeq[k mís'; xzkgdksa dh vko';drkvksa dks vf/kd izHkko'kkyh <ax ls iwjk djuk gksrk gSA blds vfrfjDr
HkkSxksfyd vk/kkjksa ij forj.k dks fo'kky cukuk] mRiknu dks miHkksx izof` Ùk;ksa ds vuqdwy cukuk] xzkgdksa dh
Ø;&'kfDr ds lnqi;ksx dks lEHko cukrs gq, mudk thou Lrj Å¡pk mBkuk vkfn vU; lgk;d mís'; gSaA bu
mís';ksa dh iwfrZ ds fy, rhu izdkj dh uhfr;ksa dks viuk;k tkrk jgk gS% vkd"kZ.k (Graving)] [ksp (Suction or
Pull) ,oa ncko ;k /kôk (Pressure or Push) uhfr;k¡A

vkd"kZ.k uhfr;k¡ ij fo'okl djus okys fuekZrkvksa vFkok mRikndkas dh ekU;rk gS fd oLrqvksa esa vkd"kZ.k gksrk
gS vkSj os Lo;a gh okfgdkvksa rFkk xzkgdksa dks viuh vksj vkÑ"V djrh gSaA blfy, oLrqvksa dks izokfgr djus
okyh 'kfDr;ksa dks vU; cká lk/kuksa ls izsfjr vFkok xfreku djus dh t:jr ugha gksrh gSA oLrqr% ;g uhfr
vHkkoxzLr vFkZO;oLFkkvksa ,oa foØsrk&cktkjksa ds fy, mi;qDr ekuh x;h gSA vkt Hkh vusd vFkZO;oLFkkvksa esa tgk¡
ek¡x&iwfrZ dh rqyuk esa vf/kd gS] e/;LFk Ükà[kyk,¡ Lo;a iwfrZ lzksrksa dh vksj vkÑ"V gksrh gSaA dPps eky] Ñf"k
mRiknksa ,oa izfrfo/k;r (Processed) eky ds mRiknd bl uhfr ij vkt Hkh vkfJr gSaA fQj Hkh buds foi.ku
izcU/kdksa dks pkfg, fd os bl uhfr dks viukrs gq, dqN uhfr;k¡ okfgdk dh izkÑfrd 'kfDr;ksa dks izsfjr djus

m
ds fy, viuk;saA mnkgj.k ds fy, fuekZrkvksa ,oa mRikndksa dks pkfg, fd os okfgdk dks [kqyk j[ksa rFkk e/;LFkksa

o
ds lkFk lg;ksx djas rkfd mudh foØ; vkSj Hk.Mkj.k leL;k,sa lekIr gks tk,¡A blh izdkj miHkksDrk&izkFkfedrkvksa

.c
dks /;ku esa j[kdj eky dh fMtk;u ,oa fdLe rS;kj djsaA blds vfrfjDr fuekZrkvksa ,oa mRikndksa dh dher
uhfr ,slh gksuh pkfg, fd mlds vuqlj.k ls e/;LFkksa dks dksbZ uqdlku u gks vkSj os viuh ykxrksa dks Hkh iwjh
dj ldsaA
a
m
[ksap uhfr ij fo'okl j[kus okys fuekZrkvksa vFkok mRikndksa dh ekU;rk gS fd foi.ku lk/kuksa ,oa foi.ku voljksa
dk iwjk&iwjk fonksgu djus ds fy, forj.k&{ks=k dk izlkj djuk t:jh gksrk gSA bl mís'; dh iwfrZ gsrq [ksap
a
uhfr dks viuk;k tk ldrk gSA ;g uhfr e/;LFkksa dks iwfrZ lzksrksa dh vksj vkÑ"V djrh gSA bl uhfr dks viukus

n
okyh fuekZrk ;k mRiknd QeZsa mRikn foHksnhdj.k] czk.M] foKkiu ,oa lao)ZukRed ;qfDr;ksa ds iz;ksx ij cy nsrh

y
gSaA iSfdax Hkh /khjs&/khjs bl uhfr dh egRoiw.kZ ;qfDr curh tk jgh gSA bl uhfr dks viukus ij foi.ku fØ;kvksa

d
ij fu;a=k.k j[kuk lEHko gks tkrk gSA

u
ncko ;k /kôk uhfr ij fo'okl j[kus okys fuekZrk ,oa mRiknd ;g ekudj pyrs gSa fd forj.k dk;Z rc rd

t
iwjk ugha gksrk tc rd fd miHkksDrkvksa ds gkFkksa esa oLrq,¡ igqap u tk;sa vkSj mudks muls okafNr lUrqf"V u fey

S
tk;sA bl uhfr dk vuqlj.k djus okyh QeZsa lEiw.kZ forj.k dk;Z dks nyh; dk;Z (Team work) ekudj pyrh
gSa vkSj ,sls ny esa os Lo;a rFkk mudh e/;LFk Ükà[kyk;sa lfEefyr gksrh gSa tks vU; QekZsa rFkk mudh e/;LFk
Ükà[kykvksa ls izfrLi/kkZ djrh gSaA bl uhfr dh ;qfDr;ksa esa mRikn&foHksnhdj.k lkewfgd foKkiu] O;kid lao)Zu
dk;ZØe vkfn dks lfEefyr fd;k tk ldrk gSA bl uhfr ds leFkZdksa dh ;g /kkj.kk gS fd lEiw.kZ forj.k okfgdk
esa mRiknksa dks mRiknu&dsUnz dh vksj lkewfgd rkSj ij fuekZrkvksa rFkk e/;LFkksa dks /kdsyuk pkfg,A
3. forj.k okfgdk&lhek&{ks=k (Coverage of Distribution Channel)&forj.k&okfgdk lhek&{ks=k bl ckr ds
fu/kkZj.k ls lEcU/k j[krk gS fd mRikndksa ,oa fuekZrkvksa dh fdruh rFkk dSlh e/;LFk Ükà[kykvksa dh lgk;rk
mRiknksa ds forj.k gsrq ysuh pkfg,A forj.k&okfgdk dk lhek&{ks=k fuf'pr djuk dkQh dfBu dk;Z gSA D;ksafd
dqN ekeyksa esa lhfer la[;k Hkh i;kZIr ekywe gksrh gS vkSj vU; ekeyksa esa gj lEHko e/;LFk Ükà[kyk dh izkfIr
214 foi.ku ds fl)kUr

Hkh vko';d tku iM+rh gSA mnkgj.k ds fy, dkjksa ;k vkWVks fjD'kk ds forj.k okfgdk dk lhek&{ks=k fuf'pr
fd;k tk ldrk gSA fdUrq lkcqu] flxjsV] ekfpl tSlh oLrqvksa ds forj.k ds fy, dksbZ Hkh fu/kkZfjr lhek vFkkZr~
eè;LFk O;kikfj;ksa dh la[;k vi;kZIr vuqHko izrhr gks ldrh gSA brus ij Hkh vf/kdre rFkk U;wure la[;k ds
chp lUrqyu dk gksuk t:jh gSA jkWcVZ bZ- lslu us fy[kk gS fd] ^^O;kikfj;ksa dh la[;k i;kZIrr% bruh de gksuh
pkfg, fd lfØ; leFkZu ,oa foØ; iz;Ru mRié gks lds vkSj dEifu;ksa dks vkd"kZd volj miyC/k dj ldsA
lkFk gh O;kikfj;ksa dh la[;k bruh vf/kd vo'; gksuh pkfg, fd i;kZIr :i ls cktkj&[k.Mksa rd igqapk tk
ldsA**7
forj.k&okfgdk lhek&{ks=k ds fu/kkZj.k ds fy, foi.ku izcU/kdksa dks fuEufyf[kr fooj.k uhfr;ksa ij fopkj djuk
pkfg,A
(i) ,dkfUrd forj.k uhfr (Exclusive Distribution Policy)& tc ,d fuekZrk vFkok forjd viuh
oLrqvksa dk forj.k fdlh ,d {ks=k esa] pkgs og LFkkuh; gks] izknsf'kd gks vFkok jk"Vªh; gks] dsoy ,d gh
e/;LFk&foØsrk ds tfj;s djokus dh uhfr dks viukrk gS rks ,slh uhfr ,dkfUrd forj.k uhfr rFkk ,slk
forj.k ,dkfUrd forj.k dgykrk gSA ,dkfUrd forj.k uhfr ;g Li"V djrh gS fd fuekZrk ml fof'k"V
{ks=k esa mldh oLrqvksa ds foØ; dk vf/kdkj dsoy ,d O;fDr vFkok laLFkk dks nsrk gS] fdlh vU; dks ughaA
dHkh&dHkh ,dkfUrd forj.k uhfr dk ;g Hkh vFkZ yxk;k tkrk gS fd pquk x;k forjd dsoy fuekZrk dh
m
oLrq;sa gh cspsxk izfr;ksxh oLrq;sa ughaA blds lkFk gh ,sls ,dkfUre forjd dks ,d vuqcfU/kr lhek rd

o
oLrq dk foØ; djuk iM+rk gS] vU;Fkk mlds ,dkdh forj.kkf/kdkj dks lekIr djus dk vf/kdkj fuekZrk
vius ikl lqjf{kr dj ldrk gSA ,dkfUrd forj.k uhfr }kjk dHkh&dHkh ;g Hkh vuqcU/kkRed O;oLFkk

.c
dh tk ldrh gS fd fof'k"V {ks=k esa gksus okyh lkjh fcØh ij ,dkfUrd forjd dks fuf'pr nj ls deh'ku
feysxkA blh izdkj] foKkiu ,oa foØ; lao)Zu lEcU/kh uhfr;k¡] rjhds vkfn Hkh ikjLifjd vuqcU/k }kjk
a
r; fd;s tk ldrs gSaA oLrqr% bl ,dkfUrd forj.k uhfr ds viukus dk mís'; fdlh fof'k"V {ks=k esa oLrqvksa
ds foØ; lEcU/kh nkf;Ro ls eqDr gksuk gSA
m
mnkgj.k ds fy, vesfjdk esa ^dsfMysd* dkj dk ,dkfUrd foØ; gksrk gSA fczVsu dh izfl) dkj jksCl jkcy

a
dk ,dkfUrd forj.k gksrk gSA ^jksysDl* rFkk ^vksesxk* ?kfM+;k¡ cM+s&cM+s 'kgjksa esa ,dkfUrd forj.k }kjk csph
tkrh gSaA t; bzUthfufjax oDlZ fy- dydÙkk] vius Å"kk ia[ks] flykbZ e'khusa vkfn rFkk Mh-lh-,e- }kjk oL=k
n
foØsrkvksa dh fu;qfDr esa ,dkfUrd forj.k uhfr dks viuk;k tkrk gSA

y
fyilu ,oa Mkfyax us vius vesfjdu O;olk; dk mnkgj.k nsrs gq, fy[kk gS fd ^^;g uhfr lnSo gh mu

d
fuekZrkvksa ds i{k esa ugha jgrh gS tks bls viukrs gSaA mudk fy[kuk gS fd esxukcksDl dkWjiksjs'ku us bl
uhfr dks o"kkZsa rd viukrs gq, dsoy 3,000 O;kikfj;ksa ds tfj;s vius mRiknksa dks cspk gS fdUrq ,slk djus
u
ls vusd miHkksDrkvksa rd mRikn ugha igqap ik;s ftlls mUgsa dkQh gkfu gqbZ gSA lu~ 1963 esa mUgsa viuh

t
bl uhfr dks f'kfFky djuk iM+k gSA**8 bl uhfr dk vuqlj.k ljdkjh gLr{ksi dks Hkh fu;fU=kr dj ldrk

S
gS D;ksafd blls LoLFk izfrLi/kkZ lekIr gksrh gS vkSj ,dkf/kdkj dks tUe feyrk gSA lu~ 1967 esa vesfjdk
dh lqizhe dksVZ us fl;yh esVªsl da- dh bl uhfr dks xSj&dkuwuh ?kksf"kr fd;k Fkk D;ksafd blls izfrLièkkZ
lhfer gksus yxh FkhA lu~ 1966 esa vkWVkseksckbYl ds fuekZrkvksa rFkk O;kikfj;ksa ds le>kSrs Hkh xSj&dkuwuh
djkj fn;s x;s FksA9
(ii) izoj forj.k uhfr (Selective Distribution Policy)& tc ,d fuekZrk viuh oLrqvksa dks dqN pqus gq,
ek/;eksa ls forfjr djus dh uhfr dks viukrk gS rks bls izoj forj.k uhfr dgrs gSa vkSj bl uhfr ds vuqlkj

7
See Robert E. Sessions, "Effective use of Marketing Channels" quoted in Lazer, op. cit., p.311.
8
Lipson and Darling, op. cit., p. 693
9
Ibid, p. 693
forj.k okfgdk,¡ 215

gksus okyk forj.k izoj forj.k dgykrk gSA vU; 'kCnksa esa ^^tc ,d cktkj {ks=k esa fdlh fo'ks"k oLrq vFkok
oLrqvksa ds cspus dk vf/kdkj dqN pqus gq, Fkksd ,oa QqVdj e/;LFkksa dks ns fn;k tkrk gS] rks ;g forj.k
izoj ;k pqfuUnk forj.k dgykrk gSA** ;g izoj forj.k uhfr mu fuekZrkvksa ds fy, Bhd jgrh gS tks fd
vusd izdkj dh fofo/k oLrq;sa cukrs gSaA mnkgj.k ds fy,] ouLifr ?kh] dkxt] iqLrdsa] lekpkj&i=k]
flxjsV vkfn Fkksd Lrjh; izoj forj.k uhfr }kjk csph tkrh gSaA fo|qr midj.kksa] jsfM;ksa] VªkaftLVlZ] ?kfM+;k¡
,oa rS;kj oL=kksa dk forj.k QqVdj Lrjh; izoj forj.k ek/;eksa rd fd;k tkrk gSA yky beyh] /kkjhoky]
fcéh] eQryky vkfn ds oL=kksa dk foØ; Hkh bl uhfr ds vk/kkj ij fd;k tkrk gSA
izoj forj.k uhfr ,dkfUrd ,oa xgu forj.k uhfr;ksa ds ek/; dk ekxZ gSA bl uhfr }kjk fn;s tkus okys
forj.k esa ,d ls vf/kd fdUrq mu e/;LFkksa ls de e/;LFk oLrq dk foØ; djrs gSa tks oLrq forj.k dh
bPNk j[krs gSaA bl uhfr dk vuqlj.k djus okys fuekZrk ;k mRiknd dbZ izdkj ls e/;LFk Ükà[kykvksa dk
pquko dj ldrs gSaA O;ogkj esa] ns[kk x;k gS fd izfrfuf/k vk/kkj ij e/;LFk Ükà[kyk;sa pquh tkrh gSa vkSj
dHkh&dHkh ,d fof'k"V Ükà[kyk dk pquko Hkh fd;k tkrk gSA
bl uhfr ls oLrq vFkok czkaM dh [;kfr c<+rh gS] m/kkj dh lqfo/kk;sa ugha nsuh iM+rh gS] fuekZrk ds forj.k
O;; de gks tkrs gSaA izfr;ksfxrk lhfer gks tkrh gS] foØ; Lrj ,d lk gks tkrk gS cktj lwpuk;sa Hkh izkIr
gks tkrh gSaA oLrqr% ;g uhfr e/;LFkksa ,oa mRikndksa ds e/; ,d ,dkfUrd forj.k uhfr dh Hkk¡fr lg;ksx
,oa lgdkfjrk dh o`f) djrh gSa blls cktkj O;ogkj Hkh nSufUnu izof` Ùk xzg.k dj ysrs gSaA m
(iii) xgu forj.k uhfr (Intensive Distribution Policy)& tc ,d fuekZrk viuh oLrqvksa dks gj lEHko
o
.c
forj.k ek/;e ls cspus dh uhfr dks viukrk gS rks bls xgu forj.k uhfr dgrs gSa vkSj ,slk forj.k xgu
forj.k dgykrk gSA bl uhfr dks *foLr`r forj.k uhfr* (Extensive distribution policy) Hkh dgrs gSaA

a
lqfoèkktud oLrqvksa ds fuekZrk] muds forj.k ds fy, bl uhfr dk vuqlj.k djrs gSaA mnkgj.k ds fy,
flxjsV] nUr eUtu] lkcqu] izlk/ku lkexzh] lLrh nokb;k¡] [kk| lkexzh] csdjh dk lkeku vkfn ds forj.k

m
ds fy, bl uhfr dks viuk;k tk jgk gSA czkaMsM oLrqvksa dk forj.k Hkh bl uhfr }kjk cM+h vklkuh ls
fd;k tk ldrk gSA O;ogkj esa] vkS|ksfxd oLrqvksa rFkk miHkksDrk&oLrqvksa ds fuekZrk bl uhfr dk O;kid
a
vuqlj.k dj jgs gSaA bl uhfr ds vuqlj.k ls fo'kky forj.k lEHko gksrk gS] fdUrq foØsrk mRiknksa ds foØ;

n
gsrq fo'ks"k iz;kl ugha djrs gSaA fuekZrkvksa dks gh foKkiu rFkk lao)ZukRed dk;ZØeksa dks lEié djuk iM+rk

y
gSA

d
4. e/;LFkksa ds lkFk lg;ksx dk fuekZ.k ,oa vuqj{k.k (Building and Maintaining Cooperation with
Middlemen)&e/;LFk forj.k iz.kkyh esa /kqjh; Hkwfedk fuHkkrs gSaA ;s nksgjh fLFkfr esa gksrs gSaA ,d fLFkfr esa Øsrk
u
rFkk nwljh fLFkfr esa foØsrk gksrs gSaA bl nksgjh fLFkfr ds dkj.k mu izfrLi/khZ e/;LFkksa ds lkFk tks fd ,d&lh
t
oLrqvksa dks ,d cktkj [kaM rd igqapk jgs gksa] la?k"kkZsa dk tUe ysuk LokHkkfod gSA blds vfrfjDr e/;LFkksa rFkk
S
muds fuekZrkvksa ds chp la?k"kZ dh lEHkkouk,¡ Hkh cuh jgrh gSaA fQfyi dksVyj us fy[kk gS fd okfgdk&la?k"kkZsa
dk mRié gksus ds dkj.k okfgdk&lnL;ksa ds y{;ksa] Hkwfedkvksa] /kkj.kkvksa ,oa 'kfDr;ksa esa fHkérk dk gksuk gSA---
-------------- ,sls la?k"kkZsa dks nwj djus ds fy, lEiw.kZ iz.kkyh ds okLrs mPpre dksfV (Superordinate) ds y{; fuf'pr
fd, tkus pkfg, rkfd lHkh dks muls ykHk gks ldsA blds vfrfjDr iz'kklfud ;a=k dk fodkl fd;k tkuk
pkfg, tks okfgdkvksa ds e/; lg&Hkkfxrk ,oa fo'okl mRié dj ldsA bl dk;Z ds fy, ^O;kikjh rFkk forjd
ifj"knsa* fufeZr dh tk ldrh gSA10

10
Kotler (op. cit., p.186) lqij dksfV ds y{;ksa esa oLrq izokg dh ykxrksa esa deh djus] lapkj izokgksa dks leqér cukus rFkk oLrq ds xzkgdLohdj.k dks
c<+kus ds fy, gj lEHko lg;ksx nsus dks lfEefyr fd;k gSA
216 foi.ku ds fl)kUr

vr,o] forj.k&okfgdkvksa ds la?k"kkZsa dks U;wure djus] mÙke lgdkfjd lEcU/k cukus rFkk mudk vuqj{k.k djus
ds fy, fuEufyf[kr dne mBk;s tkus pkfg,&
(i) fuekZrkvksa ,oa mRikndksa dks ;g eku dj forj.k&okfgdk uhfr dk fodkl rFkk izcU/k djuk pkfg, fd
e/;LFk muds f'kdats esa ugha gSa vkSj os Lo;aeso gh lefiZr izLrkoksa rFkk ;kstukvksa dks Lohdkj djrs gSaA
os Lora=k O;olk;h gSa] blfy,] mUgsa izLrkoksa ,oa ;kstukvksa dk foØ; fd;k tkuk pkfg,A vU; 'kCnksa esa]
fuekZrkvksa dks pkfg, fd os e/;LFkkssa dks muds mRiknksa dk xzkgd ekus Hkys gh os vfUre Øsrk D;ksa u gksA11
muds lkFk oSls gh e/kqj lEcU/k LFkkfir fd;s tkus pkfg, tSls fd vfUre Øsrkvksa ds e/; Js"B [;kfr mRié
dh tkrh gSA
(ii) fuekZrkvksa ,oa mRikndksa dks viuh forj.k vkSj foi.ku uhfr;ksa dk ewY;k¡du djuk pkfg, rFkk muesa
vko';d la'kks/ku djus pkfg,A ,slk djrs le; mUgsa vius mRiknksa] muds lEcU/k esa nh tkus okyh lsokvksa
rFkk vU; lEc) foi.ku uhfr;kssa dh leh{kk djuh pkfg,A mUgsa ns[kuk pkfg, fd muds mRikn dgk¡ rd
e/;LFkksa dh t:jrksa dks iwjk dj ikrs gSa rkfd vkxs pydj muesa vko';d la'kks/ku fd;s tk ldsaA blh
izdkj] miyC/k dh tk jgh lsokvksa] mRikn dherksa] forj.k rFkk lao)Zu O;ogkjksa vkfn dk Hkh ewY;k¡du
fd;k tkuk pkfg,A mUgsa ns[kuk pkfg, fd mudh uhfr;k¡ ,oa O;ogkj fdl lhek rd fu"i{k vkSj ,d:irk

m
ykus esa lQy jgs\ vfoosdiw.kZ dher uhfr dk vuqlj.k Hkh vfr'kh?kz R;kxk tkuk pkfg, rkfd e/;LFkksa
ds [kpZs iwjs gks ldsa] o`gr vkns'kksa ,oa y?kq vkns'kksa ds e/; dh vR;f/kd NwVsa lekIr gks ldsa vkSj mRikn
o
js[kk;sa izfrLi/khZ cuh jg ldsaA vU; 'kCnksa esa] lefUor ,oa lqxzafFkr foi.ku uhfr;k¡ vkSj dk;ZØe rS;kj fd;s

.c
tkus pkfg, tks mRikn&izokg dks Lor% izsfjr dj ldsaA
(iii) fuekZrkvksa ,oa mRikndksa dks lEiw.kZ forj.k&okfgdk esa izHkkoh lapkj O;oLFkk LFkkfir djuk pkfg,A lrr~

a
okfgdk&lEidZ ,oa vkSipkfjd le>kSrs cktkjksa esa fLFkjrk ykrs gSa] mRikn&izokg dks Lopkfyr cukrs gSa vkSj
forj.k ykxrksa esa deh ykrs gSaA lrr~ lEidkZsa ds vHkko esa iw.kZ gkfnZd lg;ksx dh dYiuk ugha dh tk

m
ldrhA izHkkoh ,oa lrr~ lapkj ml le; vkSj Hkh egRoiw.kZ rFkk vfuok;Z gks tkrk gS tcfd okfgdk esa

a
e/;LFkksa dh la[;k vR;f/kd gks vkSj lao)Zu dk;ZØeksa esa oS;fDrd foØ; dks dksbZ LFkku vFkok ux.; LFkku
fn;k x;k gksA
n
vr,o] fujUrj lEidZ ,oa lapkj cuk;s j[kus ds fy, fuEu dk;Z fd;s tk ldrs gSa&

y
¼d½ forj.k uhfr esa ifjorZu djds lh/ks QqVdj O;kikfj;ksa dks forj.k fd;k tk ldrk gS vFkok Fkksd

d
O;kikfj;ksa dks j[krs gq, Lo;a dks e'khujh foØsrkvksa dh fu;qfDr djds lapkj O;oLFkk dks izHkkoh
cuk;k tk ldrk gSA
u
¼[k½ O;fDrxr :i ls o"kZ eas ,d ;k nks ckj vius e/;LFkksa ls HksaV djuk Hkh dkQh izHkkoh rFkk ykHkdkjh
t
ekuk x;k gSA blfy, laLFkk ds vf/kdkfj;ksa vFkok foØ;drkZ dks ,slh O;fDrxr HksaV ds dk;ZØe

S cukus pkfg,A
¼x½ le;&le; ij i=k&O;ogkj esa] esaxthu izsj.kk] foØ; lkfgR; dk Hkstk tkuk] O;kikfjd foKkiu
vkfn Hkh lEidkZsa dks izxkM+ cukrs gSaA
¼?k½ foØsrkvksa dh xksf"B;k¡ vk;ksftr djuk] O;kikfj;ksa ds foØsrkvksa dks izf'k{k.k gsrq cqykuk] O;kikjh&mRiknd
ifj"knksa dk fuekZ.k djuk vkfn Hkh ikjLifjd lg;ksx ds lao)Zu gsrq mi;ksxh ekuk x;k gSA
5. forj.k iz.kkyh dk ewY;kadu (Evaluation of Distribution System)&forj.k&okfgdk uhfr dk ;g lokZfèkd
egRoiw.kZ fu.kZ; {ks=k gSA bl {ks=k ls lEc) fu.kZ; ysus dk mÙkjnkf;Ro lokZsPp foi.ku vf/k'kklh dk gksuk pkfg,A

11
Phillip Mcevey "Are Channels of Distribution What the Textbooks say?" Journal of Marketing, January, 1960, pp. 60-62, quoted
in W. Lazer. op. cit., p.304.
forj.k okfgdk,¡ 217

,sls ewY;kadu dk izeq[k vk/kkj foi.ku mís'; gksus pkfg,A bl dk;Z dks djrs le; ;g ns[kuk t:jh gksrk gS
fd foi.ku mís';ksa dh iwfrZ fo|eku forj.k iz.kkyh }kjk dgk¡ rd] fdl izdkj gks jgh gS\ ;fn mís';ksa dh iwfrZ
gsrq ifjofrZr ifjfLFkfr;ksa esa forj.k&okfgdk uhfr dk la'kksf/kr djuk t:jh gks rks] og Hkh fd;k tkuk pkfg,A
;fn e/;LFk&irksa eas deh ;k c<+ksÙkjh djuk t:jh gks vFkok mudks izsfjr djuk t:jh gks rks bl lEcU/k esa Hkh
vko';d fu.kZ; 'kh?kz fy;s tkus pkfg,A foi.ku vf/k'kklh }kjk forj.k&iz.kkyh ds ewY;kadu dk dk;Z e/;LFkksa
dh n`f"V ls djuk pkfg, rkfd lEiw.kZ forj.k&okfgdk mRiknd] lgdkjh ,oa jpukRed Hkwfedk fuHkk ldsA

forj.k ek/;e ;k okfgdk,¡

(Channels of Distribution)
foi.ku ds n`f"Vdks.k ls oLrq,¡ lk/kkj.kr;k nks :iksa esa ck¡Vh tkrh gSa ftuesa ,d dks miHkksDrk oLrq,¡ o nwljh dks fufeZr
oLrq,¡ dgrs gSaA nksuksa izdkj dh oLrqvksa dks miHkksDrk rd igqapkus ds lk/kuksa esa vUrj gSA tgk¡ rd miHkksDrk oLrqvksa dk
lEcU/k gS mudk forj.k ek/;e lk/kkj.kr;k fuEu izdkj dk gksrk gS&

m
Manufacturers of Consumer Goods

o
.c
Agents Agents Agents

Wholesalers
a
Wholesalers

m
Retailers Retailers
a Retailers Retailers

n
y Ultimate Consumers

d
u
mi;qZDr pkVZ ls ;g vFkZ dnkfi ugha yxkuk pkfg, fd forj.k ek/;e ds mi;qZDr 6 gh rjhds gSa cfYd bu rjhdksa dh

t
la[;k c<+ ldrh gS] tSls izfrfuf/k nks gks ldrs gSa&,dek=k foØ; izfrfuf/k o nwljk mi&,dek=k foØ; izfrfuf/kA blh
izdkj Fkksd foØsrk Hkh chp esa dbZ gks ldrs gSa( tSls] cM+s Fkksd foØsrk o NksVs Fkksd foØsrkA bl izdkj mi;qZDr pkVZ dks
S
geus viuh lqfo/kk ds fy, viuk;k gSA
1. fuekZrk izfrfuf/k Fkksd foØsrk QqVdj foØsrk miHkksDrk& bl rjhds dks
viukus esa oLrq fuekZrk ls izfrfuf/k vkSj izfrfuf/k ls Fkksd foØsrk rd igqaprh gS tgk¡ ls QqVdj foØsrk [kjhn
dj miHkksDrk dks csprs gSaA Hkkjr esa vf/kdka'k diM+s dh fcØh blh izdkj ls gksrh gSA
2. fuekZrk izfrfuf/k QqVdj foØsrk miHkksDrk& bl rjhds o Åij fy[ks rjhds esa flQZ
bruk gh vUrj gS fd blesa e/;LFkksa dh dM+h esa ,d dh deh gks tkrh gS D;ksafd blesa Fkksd foØsrk chp esa ugha
vkrs gSaA eky izfrfuf/k ls lh/kk QqVdj foØsrk }kjk fd;k tkrk gS tks miHkksDrk dks csprs gSaA os fuekZrk tks viuh
forj.k ykxr de djuk pkgrs gSa bl rjhds dks viukrs gSaA
218 foi.ku ds fl)kUr

3. fuekZrk izfrfuf/k miHkksDrk& bl iz.kkyh esa miHkksDrk o fuekZrk ds chp flQZ ,d gh dM+h
jgrh gS vkSj og gS izfrfuf/kA Hkkjr esa vf/kdka'k nokbZ fuekZrk o Cosmetic oLrqvksa ds fuekZrk blh iz.kkyh dks
viuk jgs gSa vkSj os blds fy, viuh ,tsfUl;k¡ fofHké LFkku ij j[krs gSaA ;g ,tsfUl;k¡ gh QqVdj foØsrk dk
dke djrh gSA
4. fuekZrk Fkksd foØsrk QqVdj foØsrk miHkksDrk& bl fof/k esa oLrq Fkksd foØsrk o
QqVdj foØsrk ds ek/;e ls miHkksDrk rd igqaprh gSA okLro esa] ;g miHkksDrk oLrqvksa dks cspus dk cgqr gh iqjkuk
<ax gS vkSj NksVs fuekZrkvksa ds fy, cgqr gh vPNk gSA Hkkjr esa Ñf"k inkFkkZsa ds lEcU/k esa ;g rjhdk ik;k tkrk
gSA
5. fuekZrk QqVdj foØsrk miHkksDrk& bl fof/k esa fuekZrk viuh fcØh QqVdj foØsrkvksa dks
djrk gS vkSj fQj QqVdj foØsrk }kjk miHkksDrk dh lsok dh tkrh gSA Hkkjr eas jse.M~l o vks- lh- ,e- vkfn
ds }kjk ;g rjhdk viuk;k tkrk gSA
6. fuekZrk miHkksDrk& bl i)fr esa fuekZrk }kjk lh/kh fcØh miHkksDrkvksa dks dh tkrh gS vkSj ;g fcØh

m
(i) viuh nqdkuksa ls( (ii) Lo;a ds foØ;drkZvksa ls( (iii) Mkd ds ek/;e ls( (iv) foØ; e'khuksa ls( o (v) VsyhQksu

o
ls dh tkrh gS bl izdkj dh i)fr dks izR;{k fcØh dk rjhdk Hkh dgrs gSaA

.c
vkS|ksfxd oLrqvksa dk forj.k ek/;e
(Channels of Distribution of Industrial Products)
a
fuEukafdr pkVZ dk ;g vFkZ dnkfi ugha gS fd fufeZr vkS|ksfxd eky dk forj.k ek/;e fuEu 4 rjhds dk gh gksrk gS cfYd

m
blesa vkSj Hkh o`f) gks ldrh gSA fuekZrk }kjk vius cktkj ds fu;a=k.k ds n`f"Vdks.k ls {ks=kh; dk;kZy; Hkh [kksys tk ldrs
gSa tks bl dM+h dks vkSj yEck dj nsrs gSaA
a
n
Manufacturers of Industrial Goods

y
d Agents Agents

u
t Wholesalers Wholesalers

S
Industrial Users

1. fuekZrk izfrfuf/k Fkksd foØsrk vkS|ksfxd foØsrk& bl fof/k esa oLrq fuekZrk ls izfrfufèk
o izfrfuf/k ls Fkksd foØsrk vkSj mlls vkS|ksfxd Øsrk ds ikl igqaprh gSA
2. fuekZrk Fkksd foØsrk vkS|ksfxd Øsrk& ;g iz.kkyh igyh iz.kkyh ls NksVh gS vkSj blesa oLrq
izfrfuf/k ds ek/;e ls vkS|ksfxd Øsrk ds ikl igaqprh gSA os laLFkk,¡ tks de&ls&de e/;LFkksa dks pkgrh gS bl
i)fr dks viukrh gSaA
forj.k okfgdk,¡ 219

3. fuekZrk Fkksd foØsrk vkS|ksfxd Øsrk& ;g i)fr Åij tSlh gh gS vUrj dsoy bruk gS fd
ogk¡ fuekZrk o vkS|ksfxd o vkS|ksfxd Øsrk ds chp izfrfuf/k gS tcfd ;gk¡ Fkksd foØsrk gSA
4. fuekZrk vkS|ksfxd Øsrk& bldks lh/kh i)fr ;k lh/kk ekxZ dgrs gSaA blesa fuekZrk o vkS|ksfxd Øsrk
ds chp dksbZ e/;LFk ugha gksrk gSA jsyos batu o fctyh cukus okyh e'khusa] blh ek/;e ls csph tkrh gSaA
forj.k&ekxZ dh O;k[;k djrs le; geus dqN 'kCnksa dk iz;ksx fd;k gS) tSls] fuekZrk] izfrfuf/k] Fkksd foØsrk] QqVdj
foØsrk] vkfnA vc ge bu 'kCnksa dh O;k[;k djsaxs&
1. fuekZrk (Manufacturer)& fuekZrk dk vFkZ oLrqvksa dk fuekZ.k djus okys ls gSA ;g fuekZ.k laLFkk,¡ O;fDrxr]
dEiuh] lgdkjh o lk>snkjh ds :i esa gks ldrh gSaA fuekZrk dh ifjHkk"kk esa os mRiknd Hkh 'kkfey gSa tks oLrqvksa
dks [ksrh&ckM+h djds mRikfnr djrs gSaA
2. izfrfuf/k (Agent)& e/;LFkksa dh Ükà[kyk esa izfrfuf/k lcls igys vkrk gSA ;g izfrfuf/k Hkh dbZ izdkj ds gksrs
gSa ysfdu lk/kkj.kr;k ;g nks izdkj ds gksrs gSa& (i) ,d rks os tks vk<+r ;k nykyh ij dk;Z djrs gSa vkSj oLrqvksa
ds gLrkUrj.k esa okLrfod :i ls LokfeRo dks vius Åij ugha ysrs gSaA ;s fuekZrk vkSj Øsrk dks feykdj lkSnksa
dks iwjk djk nsrs gSaA (ii) nwljs os tks fuekZrk ds eky dks Lo;a Ø; djrs gSa vkSj fQj ckn esa vU; e/;LFkksa ;k
Øsrkvksa dks csp nsrs gSaA
m
3.
o
Fkksd foØsrk (Wholesaler)& os foØsrk tks fuekZrk ls oLrqvksa dks cM+h ek=kk esa [kjhnrs gSa vkSj mudk foØ;

.c
NksVh&eksVh ek=kk esa QqVdj O;kikfj;ksa dks djrs gSa Fkksd foØsrk dgykrs gSaA
4. QqVdj O;kikjh (Retailer)& os foØsrk tks oLrqvksa dks QqVdj ek=kk esa miHkksDrkvksa dks csprs gSa QqVdj foØsrk

a
dgykrs gSaA ;g QqVdj foØsrk dbZ izdkj ds gksrs gSa ftudk foLr`r fooj.k QqVdj forj.k okys v/;k; esa fn;k
x;k gSA

m
a
n
y
d
u
t
S
220 foi.ku ds fl)kUr

v/;k;&12
Fkksd forj.k
(Wholesale Distribution)
Fkksd O;kikjh
(Meaning of the Wholesaler)
lkekU;r;k Fkksd O;kikjh dks forj.k Jà[kyk dh m l dM+h ls ifjHkkf"kr fd;k tkrk gS tks fd mRikndksa ,oa QqVdj
O;kikfj;ksa ds e/; lEidZ LFkkfir djrh gSA ;|fi ;g vFkZ xyr ug° gS] fdUrq Fkksd O;kikjh dsoy QqVdj O;kikfj;ksa
dks gh eky dk foØ; ugha djrs gSa] cfYd os vkS|ksfxd miHkksDrkvksa] laLFkkvksa rFkk mu O;fDr;ksa dks Hkh eky csprs gSa ftudk

m
mís'; [kjhns tkus okys eky dk mi;ksx vU; oLrq,¡ cukus esa djuk gksrk gS vFkok ftudk okf.kfT;d miHkksx djuk gksrk

o
gSA tc dksbZ oLrq de vFkok vf/kd ifjek.k esa iqufoZØ; ,oa ykHk dekus gsrq vFkok uohu oLrqvksa ds mRiknu gsrq [kjhnh
tkrh gS] tks ,slh oLrq dk foØsrk Fkksd O;kikjh rFkk ,slk forj.k ^Fkksd forj.k* dgykrk gSA bl n`f"Vdks.k ls ;fn

.c
mRiknd Hkh QqVdj O;kikfj;ksa ;k vkS|ksfxd fuekZrkvksa dks oLrq,¡ csprk gS rks og Hkh Fkksd O;kikjh gSA fdUrq ,d QqVdj
O;kikjh ;fn vU; QqVdj O;kikfj;ksa dks eky dk foØ; djrk gS vFkok dHkh&dHkh vksS|ksfxd iz;ksDrkvksa dks eky dk

a
foØ; djrk gS rks Hkh QqVdj O;kikjh Fkksd O;kikjh ug° dgykrk gS D;ksafd ml O;kikjh dh nSfud izÑfr rks miHkksDrkvksa
dks gh eky cspus dh gksrh gSA
m
Fkksd O;kikjh dh izeq[k ifjHkk"kk,¡
a
(Important Definitions of a Wholesaler)
1- yklZu ds vuqlkj] ÞFkksd O;kikj eas os lc n,tsfUl;k¡ lfEefyr gksrh gSa tks LFkkuh; cktkj rFkk QqVdj O;kikjh
y
ds chp gksus okyh [kjhn&csp esa lg;ksx djrh gSaA 1

dgSaAÞ
2- fyilu ,oa MkfyZax ds vuqlkj] ÞFkks d O;kikjh og e/;LFk gS ftlds xzkgd O;kolkf;d mís'; ls vFkok ykHkktZu
ls izsfjr gksdj eky [kjhnrs 2

3- csdesu ,oa MsfoMlu u ds vuqlkj] ÞFkksd foØ; eas ,sls leLr lkSns lfEefyr gksrs gS]a ftuds vUrxZr xzkgd dk mís';

oLrq dk foØ;t
iqufoZØ; }kjk ykHk dekuk gS vFkok O;kikfjd mi;ksx djuk gSA fdUrq ,sls lkSns lfEefyr ughs gksrs gSa ftuesa

S cgqr FkksM+h ek=kk esa gks vkSj lkekU;r;k fdlh QqVdj laLFkk ls [kjhnh tkosaAÞ 3

4- lsUll C;wjks vkWQ vesfjdk ds vuqlkj] ÞleLr O;kikjh izfrfuf/k ,oa laxzgdrkZ tks ,d vksj mRikndksa rFkk nwljh
vksj QqVdj O;kikfj;ksa ,o mi;ksxrkZvksa ds chp e/;LFkrk djrs gS] Fkksd O;kikjh dgykrs gSaAÞ4
5- vesfjdu ekdsZfVax ,lksfl;s'ku ds vuqlkj] ÞFkksd O;kikjh] QqVdj O;kikfj;ksa vFkok vU; O;kikfj;ksa vkSj @vFkok
1
"Wholesaler includes those agencies taking part in buying and selling activities that operate between the local market and the
retailer."
— A. L. Larson
2
"A wholesaler is a middleman whose customers are actuated by a profit or business motive in making their purchases."
— Lipson and Daring, op. cit., p. 101.
3
Backman and Davidson, "Marketing", VII edition, New York, 1962.
4
"All merchants, agents and assemblers who intervene between producers on the one hand and retailers on the other are wholesale
establishments."
— The Census Bureau of U.S.A.
Fkksd forj.k 221

vkS|ksfxd] laLFkkxr ,oa okf.kfT;d iz;ksDrkvksa dks eky csprs gSa] fdUrq os miHkksDrkvksa dks fo'ks"k ek=kk esa eky
ugha csprs gSaAÞ5
mi;qZDr ifjHkk"kkvksa ls Li"V gS fd ÞFkskd O;kikjh og O;kikjh gS ftlds xzkgd iqufoZØ; }kjk ykHk dekus ds fy, vFkok
O;kolkf;d mi;ksx ds fy, vFkok vkS|ksfxd miHkksx ds fy, eky [kjhnrs gSaA ,slk O;kikjh vfUre miHkksDrkvksa dks eky
dk foØ; ugha djrk gSAÞ

fo'ks"krk,¡
(Characteristics)
Fkksd forj.k dh izeq[k fo'ks"krk,¡ fuEufyf[kr gSa%
1- Fkksd forjdksa ds xzkgd vfUre xzkgdksa dks eky dk foØ; djrs gSaA vU; 'kCnksa esa Fkksd forjd vfUre xzkgdksa
dks egRoiw.kZ ek=kk eas eky ugha csprs gSaA
2- Fkksd forjd fuekZrkvksa ,oa QqVdj O;kikfj;ksa ds chp dh Jà[kyk gksrs gSaA
3- Fkksd forjd lhfer oLrqvksa eas O;kikj djrs gSA
4- Fkksd forjd LFkkuh; cktkj ds Ø;&foØ; esa lgk;rk nsrs gSaA RkFkk QqVdj O;kikfj;ksa dks xSj&foØ;.k lsok,¡
iznku djrs gSaA m
5-
o
Fkksd forjd nqdku dh ltkoV dh rqyuk esa xksnke&O;oLFkk ij vf/kd /;ku nsrs gSa D;ksafd ;s eky ds cM+s

.c
laxzgdrkZ gksrs gSaA
6- Fkksd forjdksa dh vkfFkZd fLFkfr dkQh lqn<` + gksrh gSA
7-
a
orZeku esa] Fkksd forjd futh czk.M ds vk/khu Hkh foi.ku djus yxs gSa rFkk fuekZrkvksa dks ukuk izdkj dh foi.ku
lsok,¡ miyC/k djus yxs gSaA
m
a
Fkksd O;kikj lajpuk
(Wholesale Structure)
Fkksd O;kikj lajpuk dk fuekZ.k ftu Fkksd O;kikjn e/;LFkksa ls gksrk gS] mUgsa ekSVs rkSj ij nks Hkkxksa esa ck¡Vk tk ldrk gSa&
1 2 y
- ,tsUV e/;LFk] ,oa - epsZUV Fkksd O;kikjhA
budk fo'kn~ foopsu bl izdkj gSAd
,tsUV e/;LFk u
(Agents Middlemen)
,tsUV e/;LFk] ÞosS
t
Fkksd forjd gS tks vius eky dk Ø;&foØ; u djds vU; yksxksa ds fy, djrs gSaAÞ vU; 'kCnksa esa]
Þ;s ,sls Fkksd forjd gSsa ftuds }kjk [kjhns ,oa csps x;s eky dk LokfeRo dkuwuh rkSj ij vU; O;fDr;ksa ds ikl gksrk gS
bUgsa viuh lsokvksa ds cnys esa deh'ku fn;k tkrk gSAÞ
,tsUV e/;LFkksa dks iqu% fuEu Jsf.k;ksa esa foHkDr fd;k tk ldrk gS%
1- czksdlZ (Brokers): czksdj LoRo&gLrkUrj.k dk lkSnk djrk gSA ;g Øsrk ;k foØsrk dk izfrfuf/kRo djrk gS
vkSj ,d i{kdkj dks nwljs i{kdkj ls feykrk gSA ;g HkkSfrd :i ls mu oLrqvksa dk gsUMfyax ugha djrk gS] ftudh
[kjhn&csp eas lg;ksx djrk gS ;g U;wure lsok,¡ iznku djrk gS czksdlZ forj.k dh fuEu ykxr fof/k iznku djrs

5
"Wholesalers sell to retailers or other merchants and/or industrial, institutional and commercial users, they do not sell in significant
amounts to ultimate consumers."
— AMA
222 foi.ku ds fl)kUr

gSa vkSj ifj.kkeksa dh miyfC/k ij gh ifjiwfrZ j[kus dk gd j[krs gSaA czksdlZ dk mRikn mldh lwpuk,¡ gqvk djrh
gS fd dkSu D;k cspuk pkgrk gS vkSj D;k [kjhnuk pkgrk gSA
2- deh'ku epsZUVl~ (Commission Merchants): deh'ku epsZUV~l ;|fi czksdlZ ds leku gksrs gSa] fQj Hkh nks
ckrksa esa fofHkUurk j[krs gSaA izFke] deh'ku epsZUV~l vius fu;ksDrkvks dks c) (Bind) djrs gSa] tcfd czksdlZ ugha
djrs gSaA czksdlZ dks gj ckj lkSns dk vfUre :i nsus ls igys fu;ksDrk dk vuqeksnu izkIr djuk gksrk gS] fdUrq
deh'ku epsZUV~l dks ,slk vuqeksnu izkir djus dh t:jr ugha gksrh gSaA }hrh;] deh'ku epsZUV~l ds tfj;s dh
tkus okyh fcØh de le; ysrh gSA deh'ku epsZUV~l vius fu;ksDrkvksa dks eky dh fcØh ls izkIr foØ; /ku esa
ls deh'ku dkVdj 'ks"k /kujkf'k mUgsa ykSVk nsrs gSaA deh'ku epsZUV~l Ñf"k cktkjksa esa dkQh izpfyr gSA
3- fuekZrkvksa dk ,tsUV (manufacturers' Agents): fuekZrkvksa dk ,tsUV og Fkksd forjd gS tks vusd fuekZrkvksa
dh foØ; deh'ku ij djrk gSA ,slh csph tkus okyh oLrq,¡ ijLij iwjd vFkok izfrLi/khZ gksrh gSaA ;g oLrqvksa
dk foØ; mlh izdkj djrk gS] tSls fd fdlh fuekZrk dk foØ;drkZ djrk gS vFkok fuekZrk dk fcØh dk;kZy;
djrk gS vFkok fuekZrk dh 'kk[kk djrh gSA ,slk ,tsUV vusd fuekZrkvksa dh oLrqvks dh fdlh fuf'pr
izfrcfU/kr {ks=k (Restricted area) esa csprk gSA blfy, dksbZ Hkh fuekZrk ftldh oLrqvksa dk cktkj jk"Vªh; gS
vusd ,tsUV fu;qDr dj ldrk gSA ,sls ,tsUV LorU=k gksrs gSa vkSj fdlh fuekZrk ds deZpkjh ugha gksrs gSaA ,sls
,tsUVksa }kjk csph tkus okyh oLrqvksa dh dher ,oa fcØh 'krksZa ij muds fuekZrkvks dk iwjk fu;U=k.k jgrk gSa bu
m
Fkksd forjdksa dk iz;ksx izk;% mu NksVs fuekZrkvksa }kjk fd;k tkrk gS] ftudks O;kid izfrfuf/kRo dh vko';drk

o
gS D;ksafd mudh fcØh vi;kZIr gSA ;s Fkksd forjd vius ;gk¡ Hkkjh LVkWd Hkh j[krs ik;s tkrs gSaA fdUrq vf/kdrj

.c
,tsUV vkns'k izkIr djds mudh iwfrZ djrs gSaA e'khujh] fo|qr mRikn] oL=k] [kk|] QuhZpj] [ksydwn vkfn ds
forj.k esa izk;% fuekZrk&,tsUVksa dh lsok,¡ izkIr dh tkrh gSA tc mRiknu u;k gks vFkok fdlh u;s cktkj esa
izos'k djrk gks] rc fuekZrk ,tsUVksa dk iz;ksx fd;k tkuk Js;Ldj jgrk gSA
4- a
foØ; ,tsUV (Selling Agents): foØ;.k ,tsUV oLrqr% fuekZrkvksa ds foi.ku izcU/k dk izfrLFkkukiUu gksrk gSA

m
og izk;% jk"Vªh; Lrj ij ,d ;k vusd fuekZrkvksa dh lEiw.kZ mRikn iafDr;ksa dk foi.ku djrk gS vkSj mRiknksa
dh dherksa] mudh fcØh ,oa muds foKkiu ij iw.kZ fu;U=k.k j[krk gS ,sls ,tsUV fuekZrkvksa ds ,tsUVksa dh rqyuk
a
esa vf/kd foi.ku lsok;sa iznku djrs gSaA buds }kjk nh tkus okyh lsokvksa esa fMtkbZu] foi.ku vuqlU/kku] foKkiu

n
lao)Zu] {ks=kh; izfrfuf/kRo vkfn ls lEc) lsokvksa dks lfEefyr fd;k tk ldrk gSaA

y
,sls ,tsUV vusd fuekZrkvksa dk izfrfuf/kRo djrs gSa] blfy, fuekZrkvksa ds foØ;drkZvksa dh rqyuk esa
vf/kd lLrh foi.ku lsok;sa miyC/k dj ldrs gSaA bu ,tsUVksa dk mi;ksx izk;% mu fuekZrkvksa }kjk Hkh fd;k tkrk
d
gS tks vkfFkZd ladV esa gS vksj dk;Z'khy iw¡th tqVkus esa vleFkZ gSaA ;s ,tsUV fu;ksDrk ds lEiw.kZ O;olk; ij

u
fu;U=k.k dj ysrs gSa ftls vusd dkj.kksa ls Bhd ugha ekuk tkrk gSA brus ij Hkh bu ,tsUVksa }kjk miyC/k dh

t
tkus okyh foÙkh; lgk;rk ,oa foi.ku gsrq mUgsa iz;qDr fd;k tkrk gSA

S
fofy;e ts- LVsUVu ds vuqlkj fuekZrkvksa ds ,tsUVksa ,oa foØ;.k ,tsUVksa esa tks fopkj.kh; Hksn gSa]
fuEufyf[kr gSa%6
1- fuekZrkvksa ds ,tsUVksa dk fcØh izns'k izfrcfU/kr gksrk gS tcfd foØ; ,tsUV dk ughaA
2- fuekZrkvksa ds ,tsUVksa dh iz;qfDr dh n'kkvksa esa izk;% fuekZrk Lo;a dh foØ;&'kfDr Hkh foi.ku gsrq fu;kstu
djrs gSa] fdUrq foØ;.k ,tsUVksa dh iz;qfDr dh n'kkvks esa foØ;&'kfDr dks fu;ksftr ugha fd;k tkrk gSA
3- fuekZrkvksa ds ,tsUVks dh rqyuk esa foØ;.k ,tsUV mRikn dherksa ,oa foØ; 'krks± ij vf/kd fu;U=k.k
j[krs gSaA

6
W. J. Stanton, op. cit., pp. 320-21.
Fkksd forj.k 223

4- fuekZrkvksa ds ,tsUV fuekZrkvksa dh lEiw.kZ mRikn iafDr dks fdlh ,d cktkj esa ;k mRikn iafDr ds dqN
mRiknksa dks lHkh cktkjksa esa csprs gSa] tcfd foØ;.k ,tsUV ,d ;k vf/kd fuekZrkvksa dh lEiw.kZ mRikn
iafDr;ksa dks jk"Vªh; cktkjksa esa csprs gSaA
5- vU; izdkj ds ,tsUV (Other Types of Agents): vUrjkZ"Vªh; O;kikj esa Hkh vusd izdkj ds ,tsUV dk;Z djrs
gSaA buesa fu;kZr ,tsUVksa] vk;kr ,tsUVksa] foØ; ,tsUVksa] bUMsUV ,tsUVksa] jsthMsUV ,tsUVksa vkfn dks izeq[krk ls
lfEefyr fd;k tk ldrk gSA fu;kZr deh'ku x`gksa] vk;kr vk<+fr;ksa ,oa nykyksa dks czksdlZ dgk x;k gSa vk;kr
fu;kZr x`gksa dks deh'ku epsZUV~l ekuk x;k gS bUMsUV x`g jsthMsUV Øsrkvksa dh Hkk¡fr dk;Z djrs gSaA
epsZUV Fkksd O;kikjh
(Merchant Wholesaler)
epsZUV Fkksd O;kikjh] Þ,sls Fkksd forjd gSa tks mu oLrqvksa dk LoRo xzg.k djrs gSa ftUgsa os csprs gSa vkSj mRiknu&LokfeRo
ds lkFk tqM+h gqbZ tksf[ke dks ogu djrs gSaAÞ epsZUV Fkksd forjdksa dks ^iw.kZ lsok Fkksd O;kikfj;ksa ,oa lhfer dk;Z Fkksd
O;kikfj;ksa* dhs Jsf.k;ksa esa oxhZÑr fd;k tk ldrk gSA
izR;sd Js.kh esa lfEefyr gksus okys Fkksd forjdksa dk laf{kIr mYys[k fuEukuqlkj gS%

m
¼d½ iw.kZ lsok Fkksd O;kikjh (Full Service wholesalers): iw.kZ lssok Fkksd O;kikjh dks iw.kZ dk;Z Fkksd foØsrk (Full
Function wholesaler) ^lsok Fkksd foØsrk* (Service wholesaler) vkSj dHkh&dHkh dsoy ^Fkksd foØsrk* (whole-

o
saler) ds uke ls Hkh iqdkjk tkrk gSA ;g og ^epsZUV Fkksd O;kikjh gSa tks Fkksd foØsrk ds leLr dk;ksZ dks lEiUu

.c
djrk gSA* ,sls dk;ksZ esa izeq[kr% LVkWd j[kuk] lqiqnZxh nsuk] lk[k miyC/k djuk] foØ;&'kfDr dk vuqj{k.k djuk]
tksf[ke ogu djuk] xeukxeu esa lgk;rk vkfn dks lfEefyr fd;k tk ldrk gSA

a
iw.kZ lsok Fkksd foØsrkvksa dks muds }kjk csph tkus okyh oLrqvksa ds vk/kkj ij oxhZÑr djus dk iz;kl ;fn fd;k
tk;s rks mUgsa fuEu oxksaZ eas lkewfgd fd;k tk ldrk gSA

m
1- lkekU; oLrq Fkksd foØsrk (General merchandise Wholesaler): ;s Fkksd foØsrk vusd izdkj dh

a
mRikn js[kkvksa esa O;ogkj djrs gSa vkSj izk;% lqfo/kk mRiknksa ,oa 'kkWfiax mRiknksa dk foi.ku djrs gSaA bu
foØsrkvksa }kjk csph tkus okyh oLrq;sa vuk'koku (Non-perishable) gksrh gSaA mnkgj.k ds fy, gkMZos;j]
n
fo|qr iwfrZ;k¡] QuhZpj] vkWVkseksckby midj.k] lkSan;Z izlk/ku] nokb;k¡ vkfn dk foi.ku ;s lkekU; oLrq

y
Fkksd foØsrk djrs gSaA fofy;e ts- LVsUVu dk dguk gS fd lkekU; oLrq Fkksd foØsrk vU; lsok Fkksd

d
foØsrkvksa dh rqyuk esa izfr"Bkuksa dh la[;k ,oa fcØh dh n`f"V ls de egRoiw.kZ gSA
2- ,d&iafDr Fkksd foØsrk (Single-line Wholesalers): bUgsa lkekU; iafDr Fkksd foØsrk Hkh dgk tkrk gSA
u
;s os epsZUV Fkksd foØsrk gSa tks ,d mRiknu&iafDr esa O;ogkj djrs gSa] vkSj miHkksDrk oLrqvksa esa eq[;r%
t
lhfer&iafDr QqVdj LVkslZ dks foØ; djrs gSa] vkS|ksfxd oLrqvksa esa ;s foØsrk O;kid HkkSxksfyd {ks=k dks

S
doj djrs gSa vkSj vR;f/kd fof'k"V lsok;sa iznku djrs gSaA ;s Fkksd foØsrk fdlh ,d mRikn&iafDr dh
yxHkx lHkh oLrqvksa dk foi.ku djrs gSaA mnkgj.k ds fy, isUV foØsrk] gkMZos;j foØsrk] xzksljht LVkslZ]
oL=k foØsrk] vkS|ksfxd midj.k ;k iwfrZ foØsrk] MªkbZ xqM~l foØsrk ,sls ,d iafDr Fkksd foØsrkvksa esa
lfEefyr fd;s tkrs gSaA bu Fkksd foØsrkvksa dh fcØh vU; dh rqyuk esa lokZf/kd gksrh gS rFkk y?kq QqVdj
Hk.Mkjksa dks fd;s tkus okys foi.ku esa egRoiw.kZ LFkku j[krs gSaA
3- fof'k"V oLrq Fkksd foØsrk (Speciality Wholesalers): ;s Fkksd foØsrk fdlh O;kid lkekU; iafDr dh
dsoy dqN fof'k"V oLrqvksa dk gh foi.ku djrs gSaA mnkgj.k ds fy, gSaMywe oL=k foØsrk] Åuh oL=k foØsrk
[kknh oL=k foØsrk] Mh- lh- ,e- ds oL=k foØsrk ;k eQryky ds oL=k foØsrk vkfn fof'k"V oLrq Fkksd
foØsrkvksa esa lfEefyr fd;s tkrs gSaA e'khujh mRikn esa ,;j d.Mh'kfuax] Ñf"k ;k m|ku midj.k foØsrkvkas
dks fof'k"V oLrq Fkksd foØsrkvksa esa lfEefyr fd;k tk ldrk gSA
224 foi.ku ds fl)kUr

HkkSxksfyd cktkjksa ds vk/kkj ij ;fn Fkksd foØsrkvksa dk oxhZdj.k fd;k tk;s rks eq[;r% jk"Vªh; izknsf'kd
,oa LFkkuh; Fkksd foØsrkvksa esa oxhZÑr fd;k tk ldrk gSA jk"Vªh; Fkksd foØsrk jk"Vªh; Lrj ij Fkksd foØ;
djrs gSa] loZ=k vius xksnke j[krs gSa vkSj jk"Vª Hkj esa QSys QqVdj O;kikfj;ksa dks eky csprs gSaA izknsf'kd
Fkksd foØsrk jkT; Lrjh; vFkkZr~ izns'k Lrjh; Fkksd O;kikj djrs gSaA LFkkuh; Fkksd foØsrk fdlh 'kgj ;k
LFkku dh LFkkuh; lhekvksa esa Fkksd O;kikj djrs gSaA bu Fkksd foØsrkvksa dh la[;k lokZf/kd gksrh gSA ;s
Fkksd foØsrk LFkkuh; QqVdj O;kikfj;ksa dh ek¡x dks iwjk djrs gSaA
¼[k½ lhfer dk;Z Fkksd O;kikjh (Limited Function Wholesalers): ;s ,sls epsZUV Fkksd foØsrk gSa tks Fkksd O;kikj
ds dsoy dqN dk;ksZ dks gh lEiUu djrs gSaA budh forj.k ykxr ^lsok Fkksd foØsrkvksa* dh forj.k ykxr dh
rqyuk esa de gksrh gS] D;ksafd ;s cgqr de lsok;sa miyC/k djrs gSaA O;ogkj esa ik;s tkus okys fofHkUu izdkj ds
lhfer dk;Z Fkksd foØsrk fuEufyf[kr gSa%
1- iSlk nks eky yks Fkksd foØsrk (Pay Cash and Carry Wholesalers): ;s Fkksd foØsrk vius QqVdj
O;kikfj;ksa dks u rks lk[k iznku djrs gSa vkSj u gh eky lqiqnZxh muds dkmUVj ij djrs gSaA blds foijhr
;s QqVdj O;kikfj;ksa dks vius gh dkmUVj ij udn eky csprs gSaA lkekU;r% ?kjsyw miHkksx dh oLrq,¡]
rEckdw vkfn bu Fkksd foØsrkvksa dh mRikn iafDr;ksa dk fuekZ.k djus okyh phtsa gSaA
2-
m
^Mªki f'kij* Fkksd foØsrk (Drop-shipper Wholesalers): ;s MsLd tkWcj Fkksd foØsrk Hkh dgykrs gSAa

o
;s Fkksd foØsrk vU; Fkksd foØsrkvksa] QqVdj O;ikfj;ksa] ,oa vkS|ksfxd iz;ksDrkvksa ls vkns'k izkIr djds
lEcfU/kr fuekZrk dks Hkst nsrs gSa vkSj mls eky Øsrk rd izsf"kr djus dk funsZ'k ns nsrs gSaA vU; 'kCnksa esa ;s

.c
Fkksd foØsrk csps tkus okys eky dk Ø; fuekZrk ls Lo;a djrs gSa fdUrq [kjhns x;s eky dk chtd vius
xzkgdksa ds uke ls cuokrs gS vkSj eky dks vius ;gk¡ u eaxokdj lh/kk vius xzkgdksa rd fHktokus dh O;oLFkk
djrs gSaA budh lapkyukRed ykxr dkQh de gksrh gSA
a
m
3- Vªd ;k osxu Fkksd foØsrk (Truck or Wagon Wholesalers): ;s os Fkksd foØsrk gSa tks eky dks Vªd
;k osxu esa gh j[krs gSaA vkSj ?kwe&?kwe dj QqVdj laLFkkvksa dks gkFkksa&gkFk csp nsrs gSA lfCt;ksa] nw/k] Qyksa
a
,oa vU; ,sls uk'koku mRiknksa ds Fkksd foØsrk forj.k ds bl <ax dks viukrs gSaA
4-
n
Mkd }kjk O;kikj djus okys Fkksd foØsrk (Mail order Wholesalers): ;s Fkksd foØsrk Mkd }kjk

y
QqVdj O;kikfj;ksa vkSj cgqr gh de ek=kk esa vfUre miHkksDrkvksa dks izkekfir oLrqvksa dk foØ; djrs gSaA
;s oLrq,¡ uk'koku ugha gksrh gSA gkMZos;j] ToSyjh] [ksy&dwn dk lkeku vkfn oLrqvksa dk Fkksd foØ; bu
d
foØsrkvksa }kjk fd;k tkrk gSA cM+h ek=kk esa vkns'kkssa ij ;s vkd"kZd NwVsa Hkh nsrs gSaA
5-
u
jsd&tkWclZ (Rack Jobers): jsd tkWclZ vis{kkÑr ,d u;s izdkj ds Fkksd foØsrk gSa tks v[kk| inkFkksZ

t
dks [kk| Hk.Mkjksa ds tfj;s cspus dk iz;kl djrs gSaA ;s lkekU;r;k vius eky dks cspus ds fy, foHkkxh;

S
Hk.Mkjksa ;k lqij cktkjksa esa LFkku fdjk;s ij ysdj vius mRiknksa dks vkyekfj;ksa esa Hkj dj j[k nsrs gSA
bu oLrqvksa dk foØ; foHkkxh; Hk.Mkjksa ;k lqij cktkjksa ds deZpkjh djrs gSaA vkSj cnys esa deh'ku izkIr
djrs gSaA
mi;qZDr of.kZr epsZUV Fkksd foØsrkvksa ds vykok ^ladyudrkZ Fkksd foØsrk* (Assembling wholesaler) fuekZrk fcØh
'kk[kk;sa vkfn dks Hkh izeq[k epsZUV Fkksd foØsrkvksa esa lfEefyr fd;k tk ldrk gSA

Fkksd O;kikj ds dk;Z

(Wholeselling Functions)
fuekZrkvksa ,oa QqVdj O;kikfj;ksa vFkok vkS|ksfxd iz;ksDrkvksa ds izfr Fkksd forjdksa }kjk lEiUu fd;s tkus okys dk;Z
fuEukuqlkj gSaA
Fkksd forj.k 225

fuekZrkvksa iwfrZdrkZvksa ds fy, fd;s tkus okys dk;Z

(Functions to be Performed for Producers/Suppliers)
fuekZrkvksa vFkok iwfrZdrkZvksa ds fy, Fkksd forj.k fuEufyf[kr dk;Z djrs gSaA
1- foØ;.k (Selling): Fkksd foØsrk iwfrZ lzksrksa dh [kkst djrs gSa vkSj fuekZrkvksa dks fcØh ds dk;Z ls eqDr djrs
gSaA Fkksd foØsrkvksa ds }kjk nh tkus okyh fcØh lsokvksa ds dkj.k fuekZrkvksa dks vius ;gk¡ de foØ;dÙkkZ gh
j[kus iM+rs gSaA Fkksd foØsrk fuekZrkvksa ds fy, lEc)Zu dk;Z Hkh djrs gSaA vkSj mudh foKkiu rFkk vU; loao)Zu
;kstukvksa dh fØ;kfUofr esa fgLlk ysrs gSaA
2- foÙk izcU/k (Financing): O;kolkf;d {ks=k esa iw¡th dh t:jr gj NksVs&cM+s fuekZrk dks jgrh gh gSA fdUrq]
vis{kkÑr NksVs fuekZrkvksa dks iw¡th dh t:jr vf/kd jgrh gSA Fkksd foØsrk ,sls fuekZrkvksa dh foÙkh; t:jrksa
dks iwjk djus dk dk;Z djrs gSaA Fkksd foØsrk dkQh cM+h ek=kk esa eky dk LVkWd djds fuekZrkvksa dks iw¡th dh
O;oLFkk ds >a>Vksa ls eqDr djrs gSaA
3- bUos.Vjh laxzg.k (Storing Inventory): Fkksd foØsrk dkQh cM+h ek=kk esa eky [kjhnrs gSa vkSj xksnkeksa esa j[krs
gSa] ftlls fuekZrkvksa dks vius ;gk¡ Hkkjh LVkWd j[kus dh vko';drk ugha iM+rh vkSj muds xksnke O;;ksa esa deh
gks tkrh gSA
4-
m
lk[k tksf[keksa esa deh (Reducing Credit Risk): fuekZrkvksa ds fy, ;g dfBu gksrk gS fd os vla[; QqVdj
O;kikfj;ksa dh vkfFkZd fLFkfr dk ewY;kadu dj ldsa vksj lk[k ij mUgsa eky ns ldsaA Fkksd foØsrk fuekZrkvksa dks
o
bu lSadM+ksa QqVdj O;kikfj;ksa ls lEidZ LFkkfir djus ds dfBu dk;Z ls cpkrs gSa vkSj mudh lk[k tksf[ke es

.c
deh ykrs gSaA izk;% Fkksd foØsrk vfxze /ku nsdj eky [kjhnrs gSaA blls Hkh fuekZrkvksa dh lk[k&tksf[ke esa deh
gks tkrh gSA Fkksd foØsrk vusd QqVdj O;kikfj;ksa ds lEidZ esa vkrs jgrs gSa vkSj mudh vkfFkZd fLFkfr ls ifjfpr

5- a
gksrs gSaA blfy, Fkksd foØsrk lk[k tksf[ke esa deh ykus okys forjd ekus x;s gSaA
cktkj lwpuk (Marketing Infromation): fuekZrkvksa dh rqyuk esa Fkksd foØsrk miHkksDrkvksa ,oa xzkgdksa ds
m
vf/kd utnhd gksrs gSaA ifj.kkeLo:i] os cktkj dh izfrfØ;kvksa ls iwjh rjg ifjfpr gksrs gSaA vkSj miHkksDrkvksa

a
dh ek¡x] :fp] QS'ku vkfn ds ckjs esa mRikndksa dks ewY;oku lwpuk,¡ miyC/k djus dk dk;Z djrs gSaA Fkksd
foØsrkvksa dk ;g dk;Z foi.ku vuqlU/kku t:jrksa esa deh ykrk gSA
zxzkgdksa ds fy, fd;s tkus okys dk;Z n
(Functions to be Performed for Customers)
y
d
Fkksd foØsrk vius xzkgdksa vFkkZr QqVdj O;kikfj;ksa ,oa vkS|ksfxd o okf.kfT;d iz;ksDrkvksa ds fuEufyf[kr dk;Z lEiUu

u
djrs gSa%&

t
1- vko';drkvksa dh tkudkjh djuk (Anticipating Needs): oLrqr% Fkksd foØsrk vius xzkgdksa ds Ø; ,tsUV
gksrs gSa vkSj mudh ek¡x iwokZuqeku yxkdj vko';d oLrq,¡ fofHkUu fuekZrkvksa ls Ø; djrs gSaA
2-
S
oLrqvksa dk iqulZewghdj.k (Regrouping of Goods): Fkksd foØsrk igys rks Hkkjh ek=kk esa fofo/k eky [kjhn
ysrs gSaA rRi'pkr~ xzkgdksa dh t:jr ds vuqlkj okafNr lewgksa esa lewfgr djrs gSa] rkfd U;wure lEHko ykxr ij
forj.k fd;k tk ldsA
3- LVkWd j[kuk (Carrying Stocks): Fkksd forjd vius ;gk¡ Hkkjh LVkWd j[krs gSa vkSj xzkgdksa dks mudh
vko';drk ds vuqlkj eky miyC/k djkrs gSa ftlls xzkgdksa dks vuko';d LVkWd ugha j[kus iM+rsA
4- lk[k iznku djuk (Providing Credit): O;ogkj esa ;g ik;k x;k gS fd QqVdj O;kikfj;ksa dh fucZy vkfFkZd
fLFkfr us Fkksd foØsrkvksa ds foLrkj esa lg;ksx fd;k gSA NksVs QqVdj O;kikjh ,oa vkfFkZd n`f"V ls detksj QqVdj
O;kikjh vFkok okf.kfT;d laLFkk;sa Fkksd O;kikfj;ksa ls gh eky [kjhnuk ilUn djrh gSa] D;ksafd os mUgsa lk[k ij
eky miyC/k dj nsrs gSaA blds vfrfjDr xzkgdksa ds fy, fuekZrkvksa ls lEidZ LFkkfir djuk Hkh dkQh [kphZyk
vkSj vlqfo/kkizn gksrk gSA
226 foi.ku ds fl)kUr

5- eky dh lqiqnZxh djuk (Delivering Goods): Fkksd foØsrkvksa dh vkfFkZd fLFkfr lqn<` + gksrh gS vkSj os
;krk;kr ds lk/ku] tSls Vªdsa] ykfj;k¡ vkfn Hkh vius ;gk¡ j[krs gSa rkfd eky dh lqiqnZxh de ykxr ij vfr'kh?kz
dh tk ldsA
6- Ø;.k (Buying): vusd Fkksd foØsrk QqVdj O;kikfj;ksa] vkS|ksfxd iz;ksDrkvksa] rFkk okf.kfT;d laLFkkvksa ls
vkns'k izkIr djus ds fy, vusd foØ;drkZ fu;qDr djrs gSaA bu foØ;drkZvksa dh lsokvksa dks orZeku esa Fkksd
foØsrkvksa ds xzkgdksa us dkQh ilUn fd;k gS] D;ksafd xzkgdksa dks Ø; ugha djuk iM+rkA muds dkmUVj ij gh
Fkksd O;kikfj;ksa ds foØsrk igq¡p tkrs gSaA vkSj eky ilUn djokdj vkns'k izkIr dj ysrs gSaA Fkksd foØsrkvksa dk
;g dk;Z xzkgdksa ds Ø;.k dk;Z dks lqfo/kktud cuk nsrk gS vkSj mUgsa iwfrZ&lzksrksa dh [kkst ugha djuh iM+rhA
7- lwpuk,¡ ,oa ijke'kZ lsok;sa nsuk (Providing Information and Advisory Services): Fkksd foØsrk ,oa
muds foØ;drkZ ftu oLrqvksa dks csprs gSa] muds ckjs esa ukuk izdkj dh lwpuk,¡ rFkk ijke'kZ nsus esa leFkZ gksrs
gSa D;ksafd mudk vuqHko ,oa fof'k"V Kku 'kuS% 'kuS% dkQh c<+ tkrk gSa ;gh dkj.k gS fd oLrqvksa dh dher] fdLe]
fuekZ.k fMtk;u] iSdsftax] laLFkkiu] fcØh vkfn ds ckjs esa vius xzkgdksa dks okafNr lwpuk,¡] ijke'kZ rFkk lsok,¡
miyC/k djrs gSa vkSj laj{k.k izkIr djrs gSaA

Fkksd O;kikfj;ksa ds mUewyu dk iz'u

(Question of Wholesalers Elimination) m
o
fiNys dqN o"kks± esa ;g cjkcj dgk tkrk jgk gS fd Þe/;LFk ijkJ;h gSa] lekt dk 'kks"k.k djrs gSa blfy, mUgsa ;Fkk'kh?kz

.c
lekIr djuk lekt ds fy, fgrdkjh gSAÞ7 jkW;y deh'ku us Hkh Hkkjrh; Ñf"k dh lkspuh; n'kk dks ns[kdj ;g fu"d"kZ
fudkyk Fkk fd Þe/;LFk ,d izdkj dh tksad gS tks mRiknd ,oa miHkksDrk dk [kwu pwl&pwl dj fnu&o&fnu eksVh gksrh
a
tk jgh gSAÞ8 gky gh esa Hkkjr ljdkj ds dEiuh dkuwu foHkkx }kjk fd;s x;s v/;;u us Hkh bl ckr dks iq"V fd;k gS
fd ^,dkf/kdkj fcØh ,tsUlh* (Sole selling agency) ds v/khu e/;LFkksa us lwrh oL=k] lhesUV] lkcqu] 'kDdj] ouLifr vkfn
m
egÙoiw.kZ m|ksxksa esa viuh lsokvksa dh rqyuk esa deh'ku vf/kd ysdj ewY; o`f) dks c<+kok fn;k gSA blfy, budh

a
lkekftd mi;ksfxrk ugha ds cjkcj gSA enzkl cSafdax tk¡p desVh us Hkh e/;LFkksa ds LFkku ds lEcU/k esa fy[kk gS fd

n
e/;LFk vf/kd gSa vkSj mudk dqN Hkh egÙo ugha gSA ;|fi e/;LFkksa }kjk fy;k tkus okyk deh'ku vuqfpr ugha] ij mudk
dk;Z lUrks"kizn gSA budh la[;k de dh tk ldrh gS vksj budh dk;Z&iz.kkyh dks vf/kd ykHkizn cuk;k tk
ldrk gSA
y
mUewyu D;ksa
d
(Elimination, Why?)
u
t
Fkksd e/;LFkksa ds mUewyu ds i{k esa fuEufyf[kr rdZ fn;s tkrs gSa%&

de gksrS
1- dher o`f)% Fkksd e/;LFkksa ds dkj.k oLrqvksa dh dhersa c<+ tkrh gSA Fkksd foØsrkvksa ds ykHk dk ekftZu ;|fi
k gS] fQj Hkh oLrqvksa dh dherksa esa o`f) rks djrk gh gSA blds vfrfjDr Fkksd e/;LFk vius }kjk nh
tkus okyh fofHkUu foi.ku lsok,¡ Hkh ewY;&o`f) dk dkj.k curh gSA vuqeku yxk;k tkrk gS fd Fkksd e/;LFkksa
dh fo|ekurk oLrqvks dh dherksa esa 25% ls 40% rd dh o`f) djrh gSA dherksa esa gqbZ ;g o`f) lkekftd
thou&Lrj esa fxjkoV ykrh gSA
2- lqiqnZxh esa foyEc% e/;LFkksa dh Jà[kyk vuko';d :i ls dkQh yEch gSaA ifj.kkeLo:i] oLrqvksa dks miHkksDrkvksa
ds gkFkksa rd igq¡pus esa dkQh le; yxrk gSA
7
"Middlemen and agents are nothing but social parasites and the sooner they are eliminated the better for society."
8
"Middlemen are parasites growing at the cost of producers and consumers.
— The Royal Commission on Agriculture.
Fkksd forj.k 227

3- vuqfpr O;ogkj% Fkksd e/;LFkksa dh vkfFkZd fLFkfr dkQh lqn<` + gksrh gSA ;s oLrqvksa ds dkQh cM+s LVkWd j[krs gSa
vkSj eky dh Ñf=ke deh iSnk djds dherksa esa o`f) ykus dk iz;kl djrs gSaA equkQk[kksjh] dkykcktkjh] feykoV
vkfn nwf"kr O;ogkjksa dks tUe nsus okys O;olkf;;ksa esa Fkksd foØsrkvksa dks izeq[k ekuk x;k gSA
4- izpkj&izlkj dk xyr iz;ksx% Fkksd foØsrk mu oLrqvksa ds izpkj&izlkj ij dkQh cM+h /kujkf'k O;; djrs gSa ftu
ij mUgsa vR;f/kd ykHk feyus dh lEHkkouk gksrh gSaA izpkj&izlkj djrs le; os ;g ugha ns[krs fd lekt ds
pfj=k ij D;k vlj gksxk\ D;k os oLrq,a lekt dk vfgr rks ugha djsaxhA
ifj.kkeLo:i] QS'ku ,oa 'kSyh ds lrr~ ifjorZu us jk"Vªh; lalk/kuksa ds nq:i;ksx dks c<+kok fn;k gSA blds
vfrfjDr 'kjkc] flxjsV tSlh oLrqvksa dk izpyu c<+k gSA
5- yksdfiz; oLrqvksa ds izpyu dks c<+kok% Fkksd e/;LFk izk;% mu oLrqvksa dh fcØh dks c<+kus esa yxs gq, gSa ftuds
izfr czkaM fu"Bk cktkj esa igys ls gh fo|eku gSa mUgksaus uohu mRiknksa ds izpyu es vf/kd lg;ksx ugha fn;k gSa
ifj.kker% dsoy dqN mRiknksa dh oLrqvksa dks ,dkf/kdkj LFkkfir djus esa lQyrk feyrh gSA LFkkuh; mRikndksa
ds mRiknksa ds izfr budh mnklhurk us jk"Vªh; vFkZO;oLFkk esa vlUrqyu iSnk fd;k gSA
6- uohu laLFkkvksa dk fodkl% forj.k ds {ks=k esa vusd uohu laLFkk;sa fodflr gks x;h gSa vkSj Fkksd e/;LFkksa dh
vko';drk dks ux.;&lk izekf.kr djus yxh gSaA vkt mRiknd miHkksDrkvksa ds utnhd igq¡pus ds fy, Lo;a

m
dh nqdkusa LFkkfir djus yxs gSaA miHkksDrk Lo;a laxfBr gksdj miHkksDrk lgdkjh Hk.Mkj LFkkfir djus yxs gSaA
Mkd }kjk O;kikj dh lqfo/kk;as c<+ x;h gSaA lqij cktkjksa dh LFkkiuk dh vksj ljdkjsa /;ku nsus yxh gSaA e/;LFk

o
ds fo:) mRiUu fd;s x;s okrkoj.k us bu laLFkkvksa ds fodkl&foLrkj dks dkQh lqxe cuk fn;k gSA mRiknd

.c
,oa miHkksDrkvksa ds chp dh nwjh dkQh de gks x;h gSA blfy,] Fkksd e/;LFkksa dks lekIr dj fn;k tk;s rks
tu&thou dh miHkksx&fLFkfr ij foijhr vlj ugha iM+sxkA

a
7- foi.ku dk;ksZ dk fNu tkuk% Fkksd foØsrk chl o"kZ iwoZ rd vf/kd mi;ksxh Fks D;ksafd foi.ku dk;ksZ dk
vf/kdka'k Hkkx ;s lEiUu fd;k djrs FksA fdUrq cnyrh gqbZ ifjfLFkfr;ksa ,oa dkuwuksa us Fkksd foØsrkvksa ls foi.ku

m
dk;ksZ ds cgqr cM+s Hkkx dks ys fy;k gSA mnkgj.k ds fy,] iSdsftax dk dk;Z fuekZrk Lo;a djus yxs gSa vkSj Lor%
gh Js.kh;u dk;Z lekIr gks x;k gSA cSadksa ,oa vU; foÙkh; laLFkkuksa us foÙk izcU/ku ds {ks=k esa tks lqfo/kk;sa nh gSa]
a
muls Fkksd foØsrkvksa ds foÙk izcU/ku dk dk;Z vi;kZIr ,oa vegRoiw.kZ fl) gksus yxk gSA Fkksd foØsrkvksa }kjk

n
nh tkus okyh ;krk;kr lqfo/kk,¡ Hkh vc egÙoiw.kZ ugha jgh gSa D;ksafd tu&;krk;kr lk/ku dkQh c<+ x;s gSaA
jk"Vªh; foKkiuksa us buds foKkiu dk;ksZ dks de mi;ksxh cuk fn;k gSA
mUewyu D;ksa ugha y
(Elimination, Why not?)
d
u
;g lgh gS fd e/;LFkksa ds dkj.k oLrqvksa dh dherksa esa dqN o`f) gks tkrh gS ftldk Hkkj miHkksDrkvksa ij iM+rk gSA fdUrq

gesa ugha v[kjsxhA Fkksdt

mudh vuqifLFkfr ds dkj.k c<+us okyh vlqfo/kkvksa dk ;fn ge vuqeku djsa rks 'kk;n dherksa es gksus okyh fdafpr o`f)

ljdkj us vuktS
e/;LFkksa dh mi;ksfxrk dk vuqeku ,ao vglkl gesa dqN o"kksaZ iwoZ Hkyh izdkj gks pqdk gS tcfd
ds Fkksd O;olk; dks vius gkFk esa fy;k FkkA ifj.kkeLo:i] dhersa fdruh c<+h Fkha ;g loZfofnr gSA
Fkksd e/;LFkksa ds mUewyu ls fuekZrkvksa] QqVdj O;kikfj;ksa rFkk miHkksDrkvksa dks tks dfBukbZ;k¡ mBkuh iM+sxh mudk lgt
gh esa vuqeku ug° yxk;k tk ldrkA
jksosyM~V LdkWV] ,oa okjlk us viuh iqLrd esa e/;LFkksa ds vHkko esa fd;s tkus okys fofue;ksa dk ,d uD'kk [khapk gS] tks
;g crykus esa leFkZ gSa fd e/;LFkksa ds u gksus ij gesa fdruh vlqfo/kk gksxh vkSj foi.ku ykxr c<+ tk;sxhA9 mUgksus fuEu
rhu mnkjgj.k fn;s gSa%&
1- fcuk e/;LFkksa ls fofue; dh fLFkfr% eku yhft, ik¡p O;fDr gSa tks fHkUu&fHkUu oLrq,¡ cukrs gSa vkSj viuh
vko';drkvksa dh iwfrZ gsrq ijLij fofue; djrs gSA ,slh fLFkfr esa ik¡pksa O;fDr;ksa dks viuh vko';drkvksa dh
9
Rewoldt, Scott and Warshaw "Introduction to Marketing Management, Text and Cases", 1977. pp. 348-351.
228 foi.ku ds fl)kUr

iwfrZ gsrq 10 ckj lEiZd djuk iMs+xkA bu lEidksZa esa fdruk le;] /ku rFkk 'kfDr O;; gkxh vkSj vlqfo/kk gksxh]
mldh dYiuk djsa rks e/;LFkksa dh mi;ksfxrk Li"V gks tk;sxhA fcuk e/;LFkksa ds fofue; dh fLFkfr dks fp=k
12-1 esa ls iznf'kZr fd;k tk ldrk gSA

twrs
B

oL=k A C QuhZpj

E D
lCth ,oa vukt crZu

fp=k 12-1
2-
m
e/;LFkksa dh lgk;rk ls fofue;% mi;qZDr mnkgj.k esa ;fn ,d O;kikfjd e/;LFk gks rks lEidksZa dh la[;k ?kV

o
dj 5 jg tkrh gS vkSj vlqfo/kk ,oa ykxr Hkh vkuqikfrd :i ls de gks tkrh gSA bl fLFkfr dks fp=k 12-2

.c
ls le>k tk ldrk gSA
B

a
m
A C

a e/;LFk

n
y
d
E D

u fp=k 12-2
3-
t gsrq dsoy lEidZ LFkkfir djus gksaxsA blds foijhr ;fn Fkksd foØsrk u gks rks QqVdj
Fkksd e/;LFk dh Hkwfedk% ;fn ge ;g eku ysa fd ik¡p mRiknd gSa vksj ,d Fkksd foØsrk gS rFkk ik¡p QqVdj

O;kikfj;ksS
foØsrk gS rks forj.k 10
a dks ik¡pksa fuekZrkvksa ls lEidZ djus gsrq ckj vlqfo/kk gksxh bl fLFkfr dks fp=k - ls le>k;k
25 12 3
tk ldrk gSA
mi;qZDr mnkgj.k dkQh ljy gSA blds foijhr fo'o O;olk; dh forj.k O;oLFkk vR;f/kd tfVy gSA yk[kksa mRiknd
gSa vkSj vjcksa miHkksDrkA muds chp dh nwjh dks lekIr djus esa e/;LFkksa us tks Hkwfedk fuHkkbZ gS rFkk fuHkk jgs gSa] mldks
ns[krs gq, mudk mUewyu u rks lEHko gS vkSj u okafNr ghA dsoy dqN uohu laLFkkvksa ds tUe ys ysus ls gh Fkksd forjd
vuqi;ksxh ugha gks tkrsA ;fn fu"i{krk ds lkFk fopkj fd;k tk;s rks irk pyrk gS fd Mkd }kjk O;kikj vHkh O;kid
:i xzg.k ugha dj ldk gS vkSj dsoy izekfir oLrqvksa ds fy, gh mi;qDr gSa ;g lk[k lqfo/kk Hkh ugha nsrk gSaA blh izdkj]
fdrus mRiknd J`a[kykc) nqdkuksa ds tfj;s miHkksDrkvksa rd igq¡ps gSaA xk¡oksa rd rks ,d Hkh ugha igq¡pkA fdrus lqij cktkj
ns'k esa LFkkfir gq, gSa vkSj fdrus miHkksDrk Hk.Mkj dk;Z dj jgs gSa\ budksa /;ku esa j[kdj fopkj djsa rks Fkksd foØsrkvksa
dk dksbZ fodYi fn[kkbZ ugha nsrkA
Fkksd forj.k 229

M M M M M

WHOLESALER

Retailer Retailer Retailer Retailer Retailer

fp=k 12-3

m
o
;fn Fkksd foØsrk Hkkjh LVkWd j[krs gSa vkSj Ñf=ke deh iSnk djrs gSa rks blls jktdh; fu;U=k.k dh f'kfFkyrk ,oa jk"Vªh;
pfj=k dh fxjkoV dk cks/k gksrk gS u fd e/;LFkksa dh vuqi;ksfxrk dkA jktuhfrKksa dks pkfg, fd os viuh iz'kklfud

.c
detksfj;ksa dks fNikus ds fy, e/;LFk ds mUewyu dh vkM+ u ysaA orZeku ljdkj us ftu uhfr;ksa dks viuk;k gS rFkk tks
LVkWd lhek;sa fuf'pr dh gSa muls Fkksd o QqVdj dherksa esa deh gqbZ gSA oLrqr% vko';drk Js"B uhfr;ksa ,oa dk;ZØeksa
a
dh gS u fd e/;LFkksa ds mUewyu dhA ;fn dksbZ jk"Vªh; ljdkj Fkksd e/;LFkksa dk mUewyu djuk Hkh pkgs rks fdlh vU;
oSdfYid e/;LFk laLFkk dks tUe nsdj gh ,slk dj ldsxhA
m
fu"d"kZ :i esa] ge Ñf"k deh'ku dh fjiksVZ dk mYys[k djuk pkgsaxs tks ,d foosdiw.kZ dne dh vksj ladsr djrh gSA
a
fjiksVZ e/;LFkksa dh vko';drk ,oa mikns;rk nksuksa dks Lohdkjrh gSA fjiksVZ ds vuqlkj ÞorZeku Ø;&foØ; O;oLFkk dh

n
mUufr dks ns[krs gq, fdlh Hkh bdkbZ dks u"V djus dh t:jr ugha gSaA vfirq gesa leLr bdkb;ksa dks lokZf/kd ykHkizn

y
dk;ksZ esa yxkuk gSA vr,o] gekjh jk; esa e/;LFkksa dks lekIr ugha fd;k tkuk pkfg,A vk/kqfud O;olk; esa] e/;LFk
fofo/k lsok;sa nsrs gSa vkSj Hkkjr vFkok fdlh vU; ns'k esa Hkh bUgsa tM+ ls fuewZy djuk lEHko ugha gSaA e/;LFkksa ds lg;ksxkHkko
d
esa mRiknksa dk ,d=khdj.k] Js.kh;u] ek¡x&iwfrZ esa lEcU/k LFkkiuk vkfn dk;ksZa dks djuk dfBu vkSj vlEHko gSA Hkkjr tSls

u
jk"Vª esa tgk¡ O;olkf;;ksa ds vkfFkZd lzksr lhfer gSa] mRiknd y?kq Lrjh; mRiknu djrs gSa vkSj ;krk;kr ds lk/ku

t
vf/kd c<+s&p<+s ugha gS] ogk¡ dfBukb;k¡ vR;f/kd gSaAÞ blfy, Fkksd e/;LFkksa dh lekfIr ds LFkku ij bldh lajpuk dks
cnyk tkuk pkfg,A budh uhfr;ksa ,oa dk;ZØeksa ds fuekZ.k o fØ;kUo;u dks fu;fU=kr fd;k tkuk pkfg, rkfd forj.k
S
O;oLFkk esa os ,d egÙoiw.kZ ykHkksi;ksxh dM+h izekf.kr gks ldsaA

Fkksd forj.k esa izof` Ùk;k¡

(Trends in Wholeselling)
,Mfou ,p- fyfol us vius fucU/k1 esa Fkksd O;kikjh dh izof` Ùk;ksa dk mYys[k djrs gq, cryk;k gS fd Fkksd O;kikjh
nqfu;k;h ifjorZuksa ds lkFk vius dks cnyrk tk jgk gS vkSj yEcor~ ,dhdj.k ds tfj;s fuekZ.k ,oa QqVdj laLFkkvksa dh
vko';drkvksa dks iwjk djus dk iz;kl dj jgk gSA oLrqvksa vkSj fof'k"V cktkjksa ds lUnHkZ esa Fkksd O;kikj fof'k"Vhdj.k
gkfly djrk tk jgk gSA tks ifjorZu Fkksd forj.k esa vk;s gSa vkSj vk jgs gSa os mldh dk;Zdq'kyrk dks c<+k jgs gSa rFkk
mlds }kjk nh tkus okyh lsokvksa dks leqUur cuk jgs gSaA
230 foi.ku ds fl)kUr

ftu izof` Ùk;ksa dk mYys[k fyfol us fd;k gS os ;|fi vesfjdu cktkjksa ls lEcU/k j[krh gSa fQj Hkh vU; jk"Vªksa esa fodflr
gks jgh izof` Ùk;ksa dk izfrfuf/kRo djrh gSaA Fkksd O;kikj dh izof` Ùk;ksa ds ckjs esa fyfol ds fopkj fu"d"kZ :i esa bl
izdkj gSa%&
1- f}rh; fo'o&;q) ds ckn dh vof/k us bl ckr dks iznf'kZr fd;k gS fd Fkksd O;kikj vHkh rd ,d egÙoiw.kZ
foi.ku fØ;k gS vkSj LorU=k Fkksd O;kikjh forj.k Jà[kykvksa dk ,d vfuok;Z fgLlk gSA
2- Fkksd O;kikfj;ksa dh fcØh dkQh c<+h gS vkSj mUgksaus fuekZrkvksa dh fcØh 'kk[kkvksa dh Hkk¡fr viuh Hkh fcØh 'kk[kk,¡
O;kid iSekus ij [kksyh gSaA fdUrq] vusd {ks=kksa esa fuekZrkvksa us Fkksd foØsrkvksa dks ihNs j[k fn;k gSA
3- miHkksDrkvksa oLrqvksa ds forj.k eas fo'ks"kdj Fkksd O;kikj us viuh fLFkfr dks dkQh lqn<` + fd;k gSA LoSfPNd lewg
lgdkfj;k¡ (Voluntary group Cooperative) ,ao QqVdj lgdkfj;k¡ (Retailer Cooperative) ?kjsyw miHkksX;
oLrqvksa ds Fkksd forj.k esa egRoiw.kZ fgLlk ys jgh gSaA
4- f}rh; fo'o;q) ds ckn dh vof/k esa vR;f/kd epsZUV Fkksd foØsrkvksa dh la[;k c<+h gSA dqN Fkksd foØsrk rks
fcYdqy uohu izdkj ds gSaA budh la[;k miHkksDrk oLrqvksa ¼dsoy nokb;k¡] QuhZpj vkfn½ dh vis{kk vkS|ksfxd
oLrqvksa esa c<+h gSA bySDVªksfud iqtZs ,oa midj.k ds Fkksd foØsrk ,sls Fkksd forjdksa dk ,d mnkgj.k gSaA
5- Lisf'k;YVh Fkksd foØsrk mPpLrjh; {kerk j[krs gSaA vkSj lhfer cktkjksa esa fuekZrkvksa }kjk okafNr gj lsok
nsrs gSaA
m
6- Fkksd O;kikj vHkh rd Hkh cM+s 'kgjksa eas gh dsfUnzr gSaA
o
.c
7- ,tsUV e/;LFkksa dk fodkl Hkh rsth ls gqvk gSA fdUrq ^fuekZrkvksa ds ,tsUVksa* dh la[;k lokZf/kd gqbZ gSA
8- Ñf"k oLrqvksa ds ,d=kdhdj.k dk dk;Z djus okys Fkksd forjdksa dh la[;k esa f}rh; fo'o;q) ds ckn dkQh deh

9-
gqbZ gSA
a
Fkksd O;kikjh ykxr ,oa fu;U=k.k ds izfr vR;f/kd tkx:d gks x;s gSaA dqN cM+s O;kikjh dEI;wVj lsok,¡ Hkh
m
laLFkkfir dj pqds gSaA dEI;wVj ds dkj.k fuekZrkvksa ls Fkksd O;kikfj;ksa rFkk Fkksd O;kikfj;ksa ls QqVdj O;kikfj;ksa

a
rd vkWVksesfVd f'kiesUV lEHko gks x;k gSA uo mRiknksa rFkk iquZvkns'k (Re-order) ds lEcU/k esa ;s lsok;sa cM+h
ykHkizn izekf.kr gks jgh gSaA
10- n
Fkksd O;kikfj;ksa us izf'kf{kr foØ;drkZvksa dh fu;qfDr ds tfj;s viuh foØ;.k lsokvksa dks dkQh dk;Zdq'ky ,oa
y
leqUur cuk;k gSA mnkgj.k ds fy, nokvksa ds dqN Fkksd foØsrkvksa us rks VsyhQksu fcØh fØ;k,¡ Hkh izkjEHk dh gSaA
11-
d
dqN vxz.kh Fkksd foØsrkvksa us ^foi.ku fopkj* dksÎ ân; ls Lohdkj dj fy;k gSA
12-
u
fuekZrkvksa us p;ukRed forj.k uhfr;ksa dks vR;f/kd :i ls viuk;k gSA

t
13- dqN cM+s Fkksd forjd Lo;a fuekZ.k dk;Z djus yxs gSa vkSj dqN forjd Lo;a dh czkaM ds iz;ksx ij vf/kd cy
nsus yxs gSaA
S

10
E. H. Lewis "Trends in Wholeselling", in "Managerial Marketing: Perspectives and Viewpoints" edited by Kelley and Lazer, 1972,
pp., 516-521.
QqVdj forj.k 231

v/;k;&13
QqVdj forj.k
(Retail Distribution)
QqVdj O;kikjh ls vk'k;
(Meaning of Retailer)
QqVdj O;kikjh ds vFkZ ds lEcU/k esa vusd HkzkfUr;k¡ izpfyr gSaA izk;% QqVdj O;kikjh ls vk'k; mlds forj.kdrkZ ls
ysrs gS tks vYi ek=kk esa oLrqvksa dh [kjhn&csp dk dk;Z djrk gS ;g vFkZ Hkzked gS D;ksafd foHkkxh; Hk.Mkj tSlh QqVdj
forj.k laLFkk;sa cgqr cM+h ek=kk esa eky [kjhnrh gSa vkSj xzkgdksa dks fofo/k izdkj dk eky miyC/k djkrh gSaA blh izdkj]

m
dqN yksx QqVdj O;kikjh ls vk'k; ,slh laLFkk ls ysrs gSa tks Fkksd O;kikjh ls eky [kjhn dj miHkksDrkvksa dks csprh gSA

o
;g vFkZ Hkh Hkzked gS D;ksafd foHkkxh; Hk.Mkj ,oa lqij cktkj tSlh QqVdj forj.k laLFkk;sa lh/ks fuekZrkvksa ls eky dk
Ø; djrh gSaA dqN yksxksa dk ekuuk gS fd QqVdj O;kikjh os O;kikjh gS tks ijEijkxr rjhdksa ls O;kikj djrs gSa vkSj

.c
miHkksDrkvks dks eky csprs gSaA bl Hkzkfr ds lEcU/k esa ;g tkuuk t:jh gS fd vf/kdak'k QqVdj laLFkkvksa us vius foi.ku
ds rkSj&rjhdksa esa vk/kqfudrk iSnk dh gSA Hkkjrh; xzkeh.k {ks=kksa ds O;kikjh vo'; gh viokn ekus tk ldrs gSA dqN yksx

a
QqVdj O;kikjh ls vk'k; ,sls vfUre e/;LFk ls ysrs gSa tks vfUre miHkksDrkvksa dks eky dk foØ; djrk gSaA ;g vFkZ
Hkh Hkzked gS D;ksafd vkt fuekZrk] Jà[kykc) nqdkuksa ,oa viuh 'kk[kkvksa ds tfj;s vfUre miHkksDrk rd igq¡pus yxs gSaA
m
forj.k dk ;g izk:i dqN QqVdj O;kikfj;ksa dks vfUre e/;LFkksa ds nk;js ls ckgj dj nsrk gSA vr,o] bu HkzkfUr;ksa ls

a
nwj jgrs gq, QqVdj O;kikjh ds vFkZ dks le>uk vR;ko';d gSA
ÞQqVdj O;kikjhÞ ls vk'k; ml forj.kdrkZ ls fy;k tk ldrk gS tks fd izeq[kr% vfUre miHkkDrkvks dks muds futh
n
miHkksx ds fy, oLrq,¡ rFkk lsok;sa csprk gSA LVhQsUlu fy[krs gSa fd ÞQqVdj O;kikjh vFkok O;kikj og O;kolkf;d dk;Z

y
gS tks eq[;r% vfUre miHkksDrvksa dks vO;kolkf;d mi;ksx gsrq eky ds foØ; djus ls lEcU/k j[krk gSAÞ DykdZ ,oa DykdZ

d
us Hkh QqVdj O;kikj dks ifjHkkf"kr djrs gq, fy[kk gS fd ÞQqVdj O;kikj esa vfUre miHkksDrkvksa dks fd;s tkus okys lHkh
izdkj ds foØ; lfEefyr gksrs gSaA ;g miHkksDrkvksa dks eky dk foØ; djrk gSA LVsUVu Hkh fy[krs gSa fd ÞQqVdj O;kikj

u
mu leLr fØ;kvksa dks lfEefyr djrk gS tks fd oS;fDrd o xSj&O;kolkf;d iz;ksx ds fy, oLrq,¡ rFkk lsok;sa vfUre

t
miHkksDrk dks cspus ls izR;{kr% lEcfU/kr gSAÞ LVsUVu dh ifjHkk"kk ds vuqlkj ÞQqVdj O;kikjh og QqVdj O;kikjh gS tks
fd vfUre miHkksDrkvksa dks oS;fDrd ,oa vO;kolkf;d iz;ksx gsrq eky dk foØ; djrk gSAÞ
S
mi;qZDr foospu ls Li"V gS fd QqVdj O;kikj ls vk'k; mu leLr fØ;kvksa ls gS tks fd vfUre miHkksDrkvksa dks izR;{kr%
cspus ls lEcU/k j[krh gS vkSj Þog O;kikjh QqVdj O;kikjh dgykrk gS tks fd vfUre miHkksDrkvksa dks eky dk foØ;
muds futh ,oa xSj O;kolkf;d miHkksx ds fy, djrk gSAÞ

fo'ks"krk,¡
(Characteristics)
QqVdj forj.k O;oLFkk dh izeq[k fo'ks"krk,¡ fuEufyf[kr gSa%
1- QqVdj O;kikj ds izkFkfed xzkgd vfUre&miHkksDrk gksrs gSaA esdkFkhZ rks Li"Vr% fy[krs gSa fd QqVdj O;kikj u
rks vkS|ksfxd oLrqvksa ds foØ; ls lEcU/k j[krk gS vkSj u gh QqVdj ;k Fkksd foØsrkvksa dks miHkksDrk eky ds
232 foi.ku ds fl)kUr

cspus ls lEcU/k j[krk gSA bldk lEcU/k vfUre xzkgdksa dks miHkksDrk eky cspus ls gSA1
2- QqVdj O;kikj ds xzkgd futh ,oa vO;kolkf;d miHkksx gsrq eky Ø; djrs gSA
3- QqVdj O;kikjh vfUre xzkgdksa ds Ø; ,tsUV ds :i esa dk;Z djrs gSa u fd fuekZrk ds foØ; ,tsUV ds :i esaA
4- QqVdj O;kikfjd laLFkk;sa fofHkUu izdkj dh oLrqvksa esa O;kikj djrh gSaA
5- QqVdj O;kikfjd laLFkk;sa xksnkeksa ds LFkku ij LVkslZ dh ltkoV ij vf/kd /;ku nsrh gSaA
6- QqVdj O;kikfjd laLFkkuksa ds chp foukf'krk (Moratality) nj O;olk; ,oa m|ksx dh vU; Jsf.k;ksa dh rqyruk
eas lokZf/kd Å¡ph jgrh gSA
7- QqVdj O;kikfjd laLFkkvks dh yksds'ku vkcknh ds utnhd gksrh gSA

QqVdj O;kikjh dh lsok;sa

(Services of a Retailser)
QqVdj O;kikjh }kjk nh tkus okyh lsokvksa dks fuEu nks Hkkxksa esa foHkDr fd;k tk ldrk gS%&
fuekZrkvksa ,oa Fkksd O;kikfj;ksa ds izfr lsok;as
(Services to Producers and Wholesalers)
m
o
1- QqVdj O;kikjh fuekZrkvksa ,oa Fkksd O;kikfj;ksa ds fy, foØ;.k esa fo'ks"kK dh Hkk¡fr dk;Z djrk gS vkSj mudks
vYi ek=kk esa ckj&ckj fcØh djus dh ijs'kkuh ls eqDr djrk gSA
2-
.c
QqVdj O;kikjh miHkksDrk dh :fp] QS'ku] LoHkko vkfn dk v/;;u djds fuekZrkvksa rd miHkksDrk ek¡x ds
lEcU/k eas lwpuk,¡ igq¡prkk gSA miHkksDrk dh vko';drkvksa ,oa bPNkvksa ds fu/kkZj.k esa QqVdj O;kikjh miHkksDrk
a
ek¡x fo'ys"kd ds :i esa dk;Z djrk gS vkSj okafNr tkudkjh ,oa eky ds nks"kksa ls fuekZrkvksa dks voxr

m
djrk gSA
3- QqVdj O;kikjh LFkkuh; foKkiuksa] izn'kZuksa (Displays) ,oa oS;fDrd foØ; ds tfj;s fuekZrkvksa ds eky dh fcØh
a
dks c<+kus ,oa czkaM fu"Bk iSnk djus esa lg;ksx djrk gSA uo&fufeZr eky ds foØ; esa Hkh QqVdj O;kikjh vuqie
lg;ksx nsrs gSaA
n
y
4- QqVdj O;kikjh cM+h ek=kk esa [kjhns x;s eky dks mu NksVh bdkb;ksa esa foHkDr djrk gS rkfd miHkksDrk vko';drk
ds vuqlkj Ø; dj ldsA bl n`f"V ls QqVdj O;kikjh fuekZrkvksa ds iSdsftax ,oa Js.kh;u nkf;Roksa dks iwjk
djrk gSA
d
5-
u
QqVdj O;kikjh vfxze eky dh lqiqnZxh ysdj vFkok vkns'k nsdj fuekZrkvksa ,oa Fkksd O;kikfj;ksa dh tksf[ke esa
deh djrk gSA
t
S
miHkksDrkvksa ds izfr lsok;sa
(Services to Consumers)
1- QqVdj O;kikjh dk izeq[k dk;Z miHkksDrkvksa ds Ø;.k dks ;FkklEHko lqfo/kkizn ,oa ljy cukuk gSa bl dk;Z dks
lEiUu djus gsrq QqVdj O;kikjh ukuk izdkj dh oLrq,¡ ,d gh LFkku ij miyC/k djrk gS vkSj muds Ø; ,tsUV
ds :i esa dk;Z djrk gSA
2- QqVdj O;kikjh vius ;gk¡ vusd izfrLi/khZ fuekZrkvksa dk eky j[krk gS vkSj fofHkUu jaxkas] fMtk;uksa] fdLeksa] ,oa
ewY;ksa dh oLrq,¡ miHkksDrkvksa ds lEeq[k izLrqr djrk gSA ifj.kkeLo:i] miHkksDrkvksa dks p;u lqfo/kk izkIr
gksrh gSA

1
McCarthy, op. cit., p. 340
QqVdj forj.k 233

3- QqVdj O;kikjh miHkksDrkvksa dks gj le; oLrqvksa dh miyfC/k dh lsok iznku djds laxzg.k dh dfBukb;ksa ls
cpkrk gSA
4- QqVdj O;kikjh miHkksDrkvksa dks lk[k ij eky izkIr djus dh lqfo/kk nsdj foÙkh; izcU/ku esa enn djrk gSA
5- QqVdj O;kikjh x`g lqiqnZxh] ejEer] fu%'kqYd ijke'kZ] oLrq okilh] xkjUVh vkfn lsok,¡&lqfo/kk,¡ Hkh iznku
djrk gSA
6- QqVdj O;kikjh xzkgdksa dh ek¡x lEcU/kh lwpuk,¡ miyC/k djkrk gS] ftlls Ø;&fu.kZ;ksa ls mudks lgk;rk
feyrh gSA
7- QqVdj O;kikjh xkfM+;k¡ [kM+h djus] oL=k cnyus] VsyhQksu djus vkfn dh lqfo/kk;sa Hkh iznku djrk gSA

o`gr~ Lrjh; QqVdj O;kikj dh izof` Ùk;k¡

(Large Scale Retail Trends)
Hkkjrh; QqVdj O;kikj Hkh nh?kZLrjh; izof` Ùk dk viukus yxk gSA vusd 'kgjksa esa foHkkxh; Hk.Mkj rFkk Jà[kykc) nqdkusa
LFkkfir gks pqdh gSaA Mkd }kjk O;kikj] miHkksDrk lgdkjh Hk.Mkj] fdjk;k&Ø; iz.kkfy;k¡ rFkk fdLr Hkqxrku i)fr;k¡
Hkh rsth ls izpfyr gqbZ gSaA cM+s&cM+s 'kgjksa esa lqij cktkj Hkh LFkkfir fd;s tkus yxs gSaA fdUrq ns'k ds fo'kky {ks=kQy

m
rFkk tu&lewg dks ns[krs gq, nh?kZ&Lrjh; QqVdj O;kikj dk fodkl ok¡fNr Lrjksa rd ugha igq¡p ldk gSA mnkgj.k ds

o
fy, cEcbZ] dydÙkk dkuiqj ,oa enzkl tSls 'kgjksa dks NksM+dj vU; 'kgjksa esa foHkkxh; Hk.Mkj LFkkfir ugha gks lds gSaA
Jà[kykc) nqdkusa rFkk fuekZrkvksa dh 'kk[kk;sa Hkh O;kid Lrjksa ij ugha [kqy ldh gSaA ckVk 'kw dEiuh] Å"kk flykbZ e'khu]

.c
eQryky] Mh- lh- ,e] ckEcs Mkbax vkfn laLFkkvksa us bl {ks=k esa vxz.kh dk;Z fd;k gSA lqij cktkj rFkk miHkksDrk lgdkjh
Hk.Mkj mYys[kuh; izxfr ugha dj lds gSaA
a
oLrqr% Hkkjr esa foØsrk cktkjksa dh izeq[krk cuh gqbZ gSA ;ksX; izcU/kdksa] iw¡th dh deh] fuEu f'k{kk Lrjksa] fuEu vk;] lk[k

m
vko';drk] dher psruk vkfn ?kVdksa us nh?kZLrjh; QqVdj foi.ku ds fodkl dh jkg dks jksdk gSA brus ij Hkh lekt]

a
ljdkj ,oa mRikndksa dk /;ku vksj :>ku nh?kZ&Lrjh; QqVdj O;kikj dh vksj c<+k gSA nqfu;k¡ ds lHkh jk"Vªksa eas
nh?kZ&Lrjh; QqVdj O;kikj ds fodkl dh izof` Ùk ijfyf{kr gksrh gSA izR;sd ns'k esa gksus okys QqVdj O;kikj dk vkSlru

n
60% O;kikj bu nh?kZ&Lrjh; QqVdj laLFkkvks }kjk fd;k tkus yxk gSA baXyS.M rFkk vesfjdk esa ;g izfr'kr 90 ds

y
vklikl gSA nh?kZ&Lrjh; QqVdj O;kikj ds fodkl ds :i esa fuEu dkj.kksa dks izeq[k ekuk tk ldrk gS%

d
1- o`gr~&Lrjh; mRiknu % izR;sd jk"Vª esa mRiknu dk iSekuk fnuksafnu O;kid gksrk tk jgk gS vkSj fuekZrkvksa rFkk
miHkksDrkvksa ds chp dh nwjh c<+rh tk jgh gSA bl nwjh dks de djus dh vko';drk ,oa pkg us mRikndksa ,oa
u
O;kolkf;;ksa dks nh?kZ&Lrjh; QqVdj O;kikj dh vksj izksRlkfgr fd;k gSA ;gh dkj.k gS fd vusd fuekZrkvksa us

t
Lo;a dh Jà[kykc) nqdkusa] dkj[kkuksa ds ckgj QqVdj nqdkusa rFkk viuh QqVdj forj.k 'kk[kk,¡ LFkku&LFkku

S
ij LFkkfir djuk 'kq: dj fn;k gSA
2- mRikn fofo/khdj.k% orZeku esa] izkS|ksfxdh izxfr us u dsoy mRiknu ds iSekus dks gh fo'kky cuk;k gS] vfirq
fo|eku laLFkkvksa dh mRikn&iafDr;ksa dks Hkh dkQh O;kid rFkk xgu cuk fn;k gSA vkt ukuk izdkj dh miHkksX;
oLrq,¡ miyC/k gksus yxh gSaA xzkgd Hkh uohu oLrqvksa dh ek¡x djus yxs gSaA QyLo:i] QqVdj O;kikfj;ksa ds LVkWd
dh ek=kk c<+us yxh gS vkSj o`gr~ iSekus ds QqVdj forj.k dh izof` Ùk dk fodkl gksus yxk gSA
3- ;krk;kr ,oa lapkj&lqfo/kkvksa esa vfHko`f)% ;krk;kr ,oa lapkj&lsokvksa ds nzqrxkeh gksus ,oa i;kZIr :i esa
miyC/k gksus ds dkj.k QqVdj O;kikfj;ksa ds fy, eky eaxkus dk dk;Z dkQh ljy gks x;k gSA orZeku esa]
izfrLi/kkZ dk lkeuk djus gsrq mRiknd Lo;a QqVdj laLFkkvksa rd eky igq¡pkus yxs gSa vkSj muds eky dks LVkslZ
esa LFkku nsus dk vuqjks/k djus yxs gSaA bu lqfo/kkvksa ds dkj.k Hkh nh?kZ&Lrjh; QqVdj foi.ku dk fodkl djus
dk volj feyk gSA Mkd }kjk O;kikj ds c<+us dk dkj.k Hkh Mkd lsokvksa esa dkQh o`f) gksuk gSA
234 foi.ku ds fl)kUr

4- vkcknh eas o`f) r Fkk dsUnzh;dj.k dh izof`Ùk% 'kgjksa dh tula[;k ds c<+us ds lkFk&lkFk cM+s iSekus dh QqVdj
laLFkkvksa dk fodkl Hkh gksus yxk gSA 'kgjksa esa tula[;k ds dsUnzh;dj.k dh izof` Ùk us vkokxeu ,oa O;Lr thou
dh leL;kvksa dks tUe nsuk 'kq: fd;k gSA ifj.kkeLo:i] lqij cktkj] foHkkxh; Hk.Mkj tSlh nh?kZ&Lrjh;
QqVdj laLFkkvksa dh vko';drk c<+us yxh gSA
5- foÙkh; lqfo/kkvksa dh miyfC/k % vk/kqfud le; esa iw¡th cgqr cM+h ,oa tfVy leL;k ugha jgh gSA foÙkh;
vko';drkvksa dh iwfrZ gsrq fof'k"V laLFkk,¡ ,oa cSad lg;ksxkFkZ vkxs vk [kM+s gq, gSaA lgdkjh lfefr;ksa ,oa
miHkksDrk lgdkjh Hk.Mkjksa dks lgdkjh cSad i;kZIr _.k miyC/k djus yxs gSA lqij cktkjksa dh LFkkiuk dk
nkf;Ro Lo;a ljdkjsa xzg.k djus yxh gSaA bl izdkj foÙkh; lqof/kkvksa dh vfHko`f) us QqVdj O;kikj dks nh?kZ
Lo:i /kkj.k djus dks izksRlkfgr fd;k gSA
6- c<+rs gq, thou&Lrj ,oa f'k{k.k lqfo/kk,¡% orZeku esa] vf/kdka'k ljdkjsa dY;k.kdkjh Hkwfedk dk fuokZg
tksjksa&'kksajksa ls djus yxh gSA ifj.kkeLo:i] vf'k{kk] csjkstxkjh] vlUrqfyr fodkl tSlh leL;kvksa dks nwj djus
ds dk;ZØe pyk;s tkus yxs gSA bu dk;ZØeksa ls orZeku miHkksx Lrjksa rFkk izfr O;fDr vk; esa c<+ksÙkjh djuk
izkjEHk gks x;k gS ftlls ,d gh LFkku ij ukuk izdkj dh oLrqvksa dh [kjhn dh izof` Ùk dks c<+kok feyk gS vkSj
nh?kZLrjh; QqVdj foi.ku rsth ls c<+k gSA f'kf{kr&izf'kf{kr O;fDr;ksa ds O;olk; esa izos'k us nh?kZ&Lrjh; QqVdj
foi.ku dks c<+kok nsuk 'kq: fd;k gS rkfd os xzkgd lUrqf"V ds lkFk&lkFk Loa; dh egRodka{kkvksa dks vklkuh
ls iwjk dj ldsaA
m
7-
o
Fkksd e/;LFkksa dh lekfIr dh uhfr% Fkksd e/;LFkksa ds izfr orZeku esa jk"Vªh; ljdkjksa] fuekZrkvkas ,oa lekt dh

c
c<+rh ?k`.kk us nh?kZLrjh; QqVdj foi.ku dks c<+kok fn;k gSA lqij cktkj] miHkksDrk lgdkjh Hk.Mkj] Jà[kykc)

.
nqdkusa rFkk fuekZrk 'kk[kk,¡ Fkksd e/;LFkksa dks izfrLFkkfir djus dk Hkjld iz;kl dj jgh gSA

QqVdj O;kikj lajpuk dks izHkkfor djus okys ?kVd

a
(Factors Influencing the Retail Structure)
QqVdj O;kikj lajpuk lokZf/kd xfr'khy gS vkSj lrr~ cnyrh m tk jgh gSA foi.ku izcU/kd ds fy, bu ifjorZuksa ds dkj.kksa
dh tkudkjh djuk vko';d gS rkfd og foi.ku jhfr&uhfr a dks vko';drk ds vuqlkj cny lds] Hkkoh ifjorZuksa dk

ngS fd QqVdj O;kikj lajpuk dks izHkkfor djus okys ?kVdksa dks ge
iwokZuqeku dj lds vkSj mudk leuk djus gsrq Lo;a dks rS;kj dj ldsA QqVdj O;kikj lajpuk] oLrqr% ml dqy i;kZoj.k

fuEufyf[kr nks Hkkxksa esa foHkDr dj ldrsy

dk izfrfcEc gksrh gS ftlesa ge jgrs gSaA ;gh dkj.k
gSa%
lkekftd ,oa okrkoj.kkRed ?kVd d
tula[;k ?kuRo] mldht
u
(Social and Environmental Factors)
xfr'khyrk] thou Lrj ,ao lkekftd izFkk,¡ eq[;r% os lkekftd rFkk okrkoj.kkRed ?kVd gS

S
tks ,d yEcs le; ls QqVdj O;kikj lajpuk dks izHkkfor djrs vk jgs gSaA bu ?kVdksa dk laf{kIr foospu bl izdkj gS%
¼v½ tula[;k ?kuRo (Population Density): izk;% ns[kk x;k gS fd tgk¡ tula[;k dk ?kuRo de gksrk gS] ogk¡
fofHkUu oLrq,¡ cspus okys QqVdj Hk.Mkj ik;s tkrs gSaA blds foijhr tula[;k ds ?kuRo ds c<+us ds lkFk&lkFk
QqVdj Hk.Mkj fof'kf"Vdj.k ls vizHkkfor jgh gSa vkSj fiNys dqN o"kksZ ls ^flaxy ykbu LVkslZ* dh la[;k dkQh
c<+h gSA fdUrq orZeku eas iqu% ^eYVhiy ykbu LVkslZ* izpfyr gks jgs gSa vkSj bl izof` Ùk ds fy, ;krk;kr dh
HkhM+&HkkM+] okgu ikfdZax lqfo/kkvksa dk vHkko] ou LVkWd 'kkWfiax eaas o`f) vkfn dks mÙkjnk;h ekuk tk ldrk gSA
¼c½ tula[;k dh xfr'khyrk (Population Mobility): QqVdj O;kikj lajpuk ds ifjorZu dk bfrgkl crykrk
gS fd xfr'khyrk de gksus ij QqVdj laLFkk,¡ dsUnzh; O;kolkf;d ftyksa esa iuih gSa rFkk c<+h gSaA Lo;a ds okguksa
c<+us ij 'kgj ds ckgj QqVdj LVkslZ LFkkfir gksus yxs gSa tcfd igys ;s LVkslZ vkcknh ds chp vFkok Mkmu
Vkmu fLFkfr esa LFkkfir gksrs FksA blh izdkj] ;krk;kr dh lqfo/kk;sa vf/kd u gksus dh fLFkfr esa Mkd }kjk O;kikj
x`g xk¡oksa ij fuHkZj Fks] tcfd vc 'kgjksa ij fuHkZj gksus yxs gSaA
QqVdj forj.k 235

¼l½ thou Lrj (Standard of Living): thou Lrj QqVdj O;kikj lajpuk dks fofHkUu izdkj ls izHkkfor djrk gS
ftl lekt ds lnL;kas dk Lrj fuEu gksrk gS ml lekt ds lnL;ksa dh xfr'khyrk esa deh gks tkrh gS D;ksafd
os lnL; Lo;a dh okgu lqfo/kkvksa dk mi;ksx djus dh fLFkfr esa ugha gksrs gSaA fuEu thou Lrj okys lekt esa
x`g midj.kksa dk mi;ksx Hkh de gksrk gSA [kjhn FkksM+h ek=kk esa ckjEckj djuh iM+rh gSA blfy, ogk¡ ds rFkk
QqVdj Hk.Mkj vkcknh ds chp rFkk 'kh?kz igq¡p ;ksX; fLFkfr esa LFkkfir gksrs gSaA mPp thou Lrj ds dkj.k vesfjdk
esa jsfÝtjsVlZ esa Ýhtj dEikVZesaV~l vf/kd izpfyr gSaA bl fLFkfr esa ogk¡ dh QqVdj O;kikj lajpuk ls }kj&}kj
?kwe dj cspus okys foØsrk T;knk gSaA
¼l½ lkekftd izFkk;sa (Social Customs): lkekftd izFkk;sa Hkh QqVdj O;kikj lajpuk dks izHkkfor djrh gSaA
mnkgj.k ds fy, x`gf.k;ksa }kjk dh tkus okyh [kjhn dh vfHko`f)r izof` Ùk us Ýkal esa foHkkxh; Hk.Mkjksa dks tUe
fn;k gSA
izfrLi/kkZ
(Competition)
izfrLi/kkZ ;|fi okrkoj.kkRed ?kVdksa esa lfEefyr gksus okyk ?kVd gS] fdUrq QqVdj O;kikj lajpuk ij bldk fof'k"V
izHkko iM+rk gS ftls izk;% ugha igpkuk x;k gSA O;ogkj esa] nks izdkj dh izfrLi/kkZ;sa ifjorZu ,tsUVksa dk dk;Z djrh gSaA

m
(i) ,d lh QqVdj laLFkkvksa ds chp dh izfrLi?kkZ rFkk (ii) fofHkUu QqVdj laLFkkvksa ds chp dh izfrLi/kkZA lqij cktkjksa

o
rFkk flaxy ykbu bfUMis.Ms.V xzksljh LVkslZ ds chp dh izfrLi/kkZ nwljs izdkj dh izfrLi/kkZ gS vkSj lqij cktkjksa ds chp
dh ikjLifjd izfrLi/kkZ igys izdkj dh izfrLi/kkZ gSA oLrqr% izfrLi/kkZ us QqVdj O;kikj laLFkkuksa dks fofHkUu fdLe dk

.c
eky j[kus] xzkgdksa dks vfrfjDr lqfo/kk;as nsus] ykHk&ekftZuksa dks de djus rFkk fofHkUu lao)Zu rjhdksa dks viukus ij
ck/; fd;k gSA QyLo:i] QqVdj O;kikj lajpuk dk Lo:i vkdkj uhfr;k¡ vkfn esa ewyHkwr ifjorZu gks x;s gSaA

QqVdj O;kikj lajpuk a

m
(Retail Trade Structure)

a
fofHkUu jk"Vªksa esa ik;h tkus okyh QqVdj O;kikj lajpuk dk v/;;u djus ij irk pyrk gS fd QqVdj O;kikj nh?kZ ,oa

n
y?kq nksuksa Lrjksa ij fd;k tkrk gS vkSj QqVdj O;kikj djus okyh izeq[k laLFkk;sa fuEufyf[kr gSa%&

y
1- nh?kZ Lrjh; QqVdj foi.ku laLFkk;sa (Large Scale Retail Marketing Institution): buesa foHkkxh;
Hk.Mkjksa] Jà[kykc) nqdkuksa] lqij cktkjksa] Mkd&O;kikj x`gksa vkfn dks lfEefyr fd;k tk ldrk gSA
2- d
y?kqLrjh; QqVdj foi.ku laLFkk;sa (Small Scale Retail Marketing Institutions): buesa ,d ewY; okyh

u
nqdkuksa] mfpr ewY; dh nqdkuksa] miHkksDrk Hk.Mkjksa vkfn dks lfEefyr fd;k tk ldrk gSaA

t
izeq[k laLFkkvks dk laf{kIr fooj.k bl izdkj gS%

S ¼v½ foHkkxh; Hk.Mkj

(Departmental Stores)
foHkkxh; Hk.Mkjksa dks QS'ku izseh Ýkal dh nsu ekuk x;k gSA loZizFke lu~ 1850&52 ds chp isfjsl esa lcls igyk foHkkxh;
Hk.Mkj LFkkfir gqvk FkkA rnqijkUr ;ksjksi ds vU; ns'kksa ,oa vesfjdk esa bu Hk.Mkjksa dh LFkkiuk rsth ls dh tkus yxhA
Ýkal ds cksu ekdZ ,oa ywvj rFkk Hkkjr ds okbV os ,.M ysMyk LVkslZ cEcbZ] ,Eik;j LVkslZ] ubZ fnYyh( vkehZ ,.M usoh
LVkslZ] enzkl ,oa dekyy;k LVkslZ] dydÙkk fo'o izfl) foHkkxh; Hk.Mkj gSsA nh?kLrjh; QqVdj O;kikj lajpuk esa budk
fo'ks"k egRo gS] fdUrq la[;k /khjs&/khjs de gksrh tk jgh gSA
foHkkxh; Hk.Mkj ,d gh Nr ds uhps fofHkUu izdkj dh oLrqvksa dks QqVdj Ø;&foØ; djus okyh laLFkk;sa gSaA ,l- bZ-
Fkkel ds 'kCnksa esa] foHkkxh; Hk.Mkj ,d ,slk cM+k QqVdj laLFkku gksrk gS ftlesa ,d gh Hkou esa vusd foHkkx gksrs gSA
236 foi.ku ds fl)kUr

rFkk izR;sd foHkkx ,d fo'ks"k izdkj dh oLrq rd gh viuh fØ;kvks dksa lhfer j[krk gS rFkk Lo;a eas ,d iw.kZ bdkbZ gksrk
gSA dafMQ ,oa fLVy fy[krs gSa fd Þ,d foHkkxh; Hk.Mkj cM+k QqVdj O;kikj djus okyh laLFkk gS tks fofo/k izdkj dh
fof'k"V ,oa foØ;&;ksX; oLrqvksa dks j[krh gS rFkk lao)Zu] lsok ,oa fu;U=k.k ds mís'; ls fofHkUu foHkkxksa esa laxfBr dh
tkrh gSAÞ
izk;% foHkkxh; Hk.Mkjksa dh LFkkiuk dEifu;ksa ds :i esa dh tkrh gS vkSj lapkyd e.My foHkkxh; izcU/kdksa dh lgk;rk
ls O;olk; dk lapkyu djrk gSA foHkkxh; Hk.Mkjksa esa vusd dsUnzh; izcU/kd foHkkx gksrs gSa ftuesa Ø; foHkkx] foØ;
foHkkx] deZpkjh foHkkx] ys[kk foHkkx] rduhdh foHkkx] lfpoky; rFkk Hkou fuekZ.k foHkkx izeq[k LFkku j[krs gSaA foHkkxh;
Hk.Mkj dh izcU/k lajpuk dks fuEu pkVZ 13-1 ls le>k tk ldrk gS%
lapkyd e.My

izcU/kd lapkyd

egkizcU/kd

m
o
Ø; foØ; deZpkjh ys[kk
.c
rduhdh lfpoky; Hkou
izcU/kd izcU/kd izcU/kd izcU/kd
a izcU/kd izcU/kd fuekZ.k
vf/kdkjh

m
fofHkUu foØ;
a
n
foHkkx ,oa
muds foØsrk

y fp=k 13.1

d
foHkkxh; Hk.Mkj ou&LVkWi Ø; dh lqfo/kk nsus okyh laLFkk;sa gksrh gSa tgk¡ lqbZ ls ysdj gokbZ tgkt rd [kjhnk tk ldrk

dh lkewfgd fof/k dks viukrsu

gSA bu Hk.Mkjksa }kjk csph tkus okyh oLrqvksa dk Ø; cM+s iSekus ij Ø; foHkkx }kjk fd;k tkrk gSA ;s Hk.Mkj foKkiu

t
gSa vkSj buds fofHkUu foHkkxksa }kjk csph tkus okyh oLrqvksa dk lkewfgd foKkiu djrs gSaA
;s Hk.Mkj dkQh yEch&pkS M+h txg dks ?ksjrs gSa vkSj vius xzkgdksa dks dkj ikfdZax] m|ku Hkze.k] Mkd&rkj] flusek] VsyhQksu]
x`g lqiqnZxh vkfnS ls lEc) lsok;sa&lqfo/kk;sa miyC/k djrs gSaA bu Hk.Mkjksa ds dkQh cM+s gksus ds dkj.k xzkgdksa ds lkFk
oS;fDrd lEidZ LFkkfir ugha gks ikrs gSaA blfy, lk[k&lqfo/kk;sa cgqr de xzkgdksa dks gh fey ikrh gSaA lapkyukRed
O;; vf/kd gksus ls budh oLrqvksa ds foØ; ewY; izk;% dqN vf/kd gksrs gSaA Hkkjr esa bu Hk.Mkjksa dk Hkfo"; vf/kd mTtoy
izrhr ugha gksrk gS] pw¡fd vf/kdka'k Hkkjrh; tula[;k xk¡oksa esa jgrh gS vksj ns'kokfl;ksa dk thou&Lrj de vk; ,oa
csjkstxkjh ds dkj.k Å¡pk ugha gks ik;k gSA

¼c½ J`[a kykc) nqdkusa

(Chain Shops)
cgq foØ; 'kkyk;sa vFkok Jà[kykc) nqdkusa Þo`gr~ QqVdj O;kikj dh ,d ,slh iz.kkyh gS ftlds vUrxZr ,d gh
LokfeRok/khu vusd QqVdj nqdkusa ,d gh uxj vFkok ns'k ds fofHkUu Hkkxksa esa QSyh gksrh gS vkSj ,d&lh oLrqvksa dk
QqVdj forj.k 237

Ø;&foØ; leku ewY;ksa ij djrh gSA ih- Mh- duolZ ds 'kCnksa esa] Þ,d gh LokfeRo rFkk izcU/k ds vUrxZr pyus okyh
vusd QqVdj nqdkusa] Jà[kykc) nqdkusa dgykrh gSaAÞ bu nqdkuksa dh eq[; fo'ks"krkvksa esa fuEu ckrksa dks lfEefyr fd;k
tk ldrk gS%&
1. ;s nqdkusa lh/ks gh vfUre miHkksDrkvksa dks lkekU; miHkksx ls lEc) eky dk foØ; djrh gSaA
2. bu nqdkuksa }kjk csph tkus okyh oLrq;sa izekfir o ,d:irk gksrh gSa rFkk ftudk ewY; jk"Vªh; lhekvksa esa ,d&lk
gksrk gSA
3. ;s nqdkusa ys&vkmV] oLrq ltkoV] foØ; uhfr rFkk cká :i esa ,d leku gksrh gSaA
4. bu nqdkuksa dk izcU/k ,ao LokfeRo dsfUnzr gksrk gSA
5. bu nqdkuksa ij udn foØ; gksrk gSA
foHkkxh; Hk.Mkjksa dh Hkkafr bu nqdkuksa dh LokfeRo lajpuk la;qDr iw¡th okyh dEifu;ksa dh gksrh gSA fofHké LFkkuksa ij
pyus okyh nqdkusa dsUnzh; uhfr funZs'ku ds vuqlkj vius dk;kZsa dks lEié djrh gSA fofHké nqdkuksa ij fcdus okys eky]
gq, O;;ksa rFkk eky ds LVkWd dk fooj.k muds O;oLFkkidksa }kjk dsUnzh; dk;kZy; ij Hkstk tkrk gS rFkk gq;h fcØh ls
izkIr /ku cSad esa tek djkuk iM+rk gSA bu nqdkuksa ds fujh{k.k ds fy, {ksf=k; O;oLFkkid ,oa muds v/khu vusd fujh{kd

m
gksrs gSaA Ükà[kykc) nqdkuksa dh laxBu O;oLFkk dks fp=k 13.2 ls iznf'kZr fd;k tk ldrk gSA

o
;|fi Ükà[kykc) nqdkuksa dh O;oLFkk foHkkxh; Hk.Mkjksa ds leku gksrh gS] fQj Hkh mudh foi.ku uhfr;ksa] mRikn js[kkvksa]
foKkiu dk;ZØeksa] muds }kjk miyC/k dh tkus okyh lsokvksa o lqfo/kkvksa esa dkQh vUrj gksrk gSA buds chp ds izeq[k

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vUrj fuEufyf[kr gSaA
foHkkxh; Hk.Mkj dkQh cM+s 'kgjksa esa LFkkfir gksrs gSa vkSj izk;% ,d uxj esa ,d gh Hk.Mkj LFkkfir fd;k tkrk
a
1.
gS] tcfd Ükà[kykc) nqdkusa gj NksVs&cM+s uxj esa LFkkfir dh tkrh gS vkSj izk;% ,d uxj esa ,d ls vf/kd nqdkusa

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ns[kus dks feyrh gSaA

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fp=k 13.2
238 foi.ku ds fl)kUr

2. foHkkxh; Hk.Mkj ukuk izdkj dh izekfir ,oa vizekfir oLrqvksa dk Ø;&foØ; djrs gSa tcfd Ükà[kykc) nqdkusa
dsoy dqNsd oLrqvksa dk gh foØ; djrh gSaA
3. foHkkxh; Hk.Mkj xzkgdksa dks vius utnhd cqykrs gSa tcfd Ükà[kykc) nqdkusa xzkgdksa rd igqaprh gSaA
4. foHkkxh; Hk.Mkj cgqr de iSekus ij lk[k&lqfo/kk;sa nsrs gSa tcfd Ükà[kykc) nqdkusa fcYdqy ugha nsrh gSaA
5. foHkkxh; Hk.Mkjksa esa izR;sd foHkkx Lo;a dk ykHk&gkfu [kkrk rS;kj djrk gSA tcfd Ükà[kykc) nqdkuksa ds
ykHk&gkfu [kkrs muds dsUnzh; dk;kZy;ksa esa rS;kj gksrs gSaA
6. foHkkxh; Hk.Mkjksa ds foKkiu LFkkuh; gksrs gSa tcfd Ükà[kykc) nqdkuksa ds foKkiu jk"Vªh; Lrj ds gksrs gSaA
7. Ükà[kykc) nqdkuksa dh vis{kk foHkkxh; Hk.Mkj xzkgdksa dks ukuk izdkj dh lqfo/kk;sa i;kZIr ek=kk esa miyC/k djrs
gSaA mnkgj.k ds fy, dkj ikfdZax] x`g lqiqnxhZ] Mkd&rkj] pyfp=k] iqLrdky;] m|ku vkfn dh lqfo/kk;sa
Ükà[kykc) nqdkusa miyC/k ugha dj ikrh gSaA
8. foHkkxh; Hk.Mkjksa ds }kjk csph tkus okyh oLrqvksa dh dhersa Ükà[kykc) nqdkuksa ij csps tkus okys eky dh dherksa
dh vis{kk vf/kd gksrh gSaA
Hkkjr esa Jà[kykc) nqdkuksa dk izpyu dkQh c<+k gSA fdUrq ns'k dh fo'kkyrk] iw¡th ,oa izcU/k ;ksX;rkvksa dh deh]

m
fo'oluh; foØsrkvksa dk vHkko] vf'k{kk vkfn ?kVd buds foLrkj ds ekxZ esa ck/kk cu jgs gSaA fQj Hkh Å"kk dEiuh] ckVk]
'kw dEiuh] ,fYxu feYl] Mh-lh-,e- vkfn us viuh lSadM+ksa Jà[kykc) nqdkusa ns'k ds fofHké LFkkuksa ij LFkkfir dh gSa vkSj
xzkgdksa dk fo'okl vftZr fd;k gSA
o
¼l½ lqij cktkj
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a
(Super Bazars)
Hkkjr esa izpfyr lqij cktkjksa dk Lo:i ik'pkR; ns'kksa ds foHkkxh; Hk.Mkjksa ls feyrk&tqyrk gSA fdUrq ^Lo;a lsok* rFkk
m
ewY;ksa esa vUrj dks ns[kdj xzkgdksa dk irk pyrk gS fd os lqij cktkj esa ^fpUrke.kh*] ^lgdkjh e.Myh*] ^lLrk cktkj*]

a
^turk cktkj*] ^viuk cktkj*] ^feyk&tqyk Hk.Mkj* ,oa ^lgdkjh cktkj* Hkh dgk tkrk gSA ;s cktkj turk ,oa jkT;
nksuksa ds lg;ksx ds vk/kkj ij pyk;s tkrs gSaA ;s cktkj Hkh ,d gh Nr ds uhps vusd nqdkuksa ds :i esa gksrs gSa rFkk
n
Mkd&rkj] gksVy] ?kweus&cSBus vkfn dh lqfo/kkvksa ls ;qDr gksrs gSaA xzkgd bu cktkjksa esa izos'k djrs gSa] viuh ilUn dh

y
oLrq Lo;a ml ij yxh vFkok ikl esa j[kh dher fLyi dks ns[kdj pqu ysrs gSa vkSj gSaMdkVZ ij j[kdj dkmUVj dydZ

d
ds ikl ys vkrs gSaA dkmUVj DydZ fcy cuk nsrk gS] Hkqxrku ys ysrk gS] vkSj lkeku iSd djok nsrk gSA bl izdkj] lqij
cktkj ^Lo;a lsok* ij lapkfyr gksus okyh laLFkk,¡ gSa tks [kk| inkFkZ] fdjkus dk lkeku] lw[ks esos] ekal&Qy] rjdkfj;k¡]
u
csdjh] Msjh mRikn] lkSUn;Z izlk/ku vkfn lkekuksa dk foØ; djrh gSA bu cktkjksa dk fodkl vesfjdk esa fo'oO;kih eUnh

t
ds dky eas gqvk FkkA Hkkjr esa bl le; 100 ls Åij] baXyS.M esa 1,700 ls Åij] tkiku esa 2,500 ls Åij lqij cktkj

S
LFkkfir gks pqds gSaA gekjs ;gk¡ fiNys 18 o"kkZsa eas gh budk izpyu izkjEHk gqvk gSA
lqij cktkj dh izeq[k ifjHkk"kk,¡ fuEukuqlkj gSa&
1. dafMQ ,oa fLVy ds vuqlkj] ^^lqij cktkj cM+s iSekus ij QqVdj O;kikj djus okyh O;kikfjd bdkbZ gS tks
eq[;r% [kk| rFkk fdjk.kk oLrqvksa dk de ykHk ij O;kikj djrh gS] Lo;a&lsok ds vk/kkj ij oLrqvksa dk foØ;
djrh gS] vkSj oLrqvksa ij fo'ks"k /;ku nsrh gSA**
2. LVsUVu ds vuqlkj] ^^lqij cktkj cM+s iSekus dh foHkkxh; QqVdj O;kikfjd laLFkk gS tks fofHké izdkj dh oLrqvksa
esa O;kikj djrh gS vkSj tks eq[;r% Lo;a lsok ds fl)kUr ds vk/kkj ij U;wure xzkgd&lsokvksa ds lkFk pyk;h
tkrh gSA ;s laLFkk,¡ leku ewY; uhfr viukrh gSa vkSj izk;% xkM+h [kM+h djus gsrq i;kZIr lk/ku miyC/k djrh
gaAS **
QqVdj forj.k 239

^Lo;a lsok*] ^fefJr LokfeRo*] jktdh; lgk;rk] [kk| ,oa fdjk.kk oLrqvksa dh fcØh] U;wure xzkgd lsok,¡] Ø;
ij cksul vkfn lqij cktkjksa dh os izeq[k fo'ks"krk,¡ gSa tks foHkkxh; Hk.Mkjksa esa ugha gSaA ;s cktkj rHkh
lQyrkiwoZd QqVdj forj.k dj ldrs gSa tcfd csph tkus okyh oLrqvksa dk p;u lko/kkuh ls fd;k tk;s] LFkku
vklkuh ls igqap&;ksX; gks] vkSj ;s cktkj v/;;u o`Ùk fopkj&foe'kZ dk;ZØe] lkaLÑfrd dk;ZØe] x`g foKku
izf'k{k.k vkfn dh lsok,¡ miyC/k djsaA Hkkjr esa bu cktkjksa dk Hkfo"; dkQh mTtoy gSA

¼n½ Mkd }kjk O;kikj

(Mail Order Business)
dsuu ,oa fopVZ ds vuqlkj] ^^Mkd }kjk O;kikj og O;olk; gS ftlesa Mkd }kjk vkns'k izkIr fd;s tkrs gaS] rFkk eky
dh lqiqnZxh Mkd ;k iklZy ls dh tkrh gSA ^^ukbZLVªkse fy[krs gSa fd ^^Mkd ds ek/;e }kjk O;olk; og O;olk; gS ftlesa
lwph i=k ls eky cspk tkrk gSA** ,l- bZ- FkkWel dk fopkj gS fd ^^Øsrk ds n`f"Vdks.k ls Mkd }kjk [kjhn dks Mkd }kjk
O;kikj dgk tkrk gSA**
Mkd }kjk O;kikj djus ds fy, u rks vR;f/kd eky dk LVkWd j[kus dh t:jr gksrh gS vkSj u nqdku gh [kksyus dh t:jr
gksrh gSA bl O;kikj dks djus ds fy, xzkgdksa dh lwph rS;kj djuh iM+rh gS vkSj foØ; lkfgR; ,oa vU; lEc)Zu fof/

m
k;ksa ds tfj;s mUgsa [kjhn gsrq izksRlkfgr djuk iM+rk gSA ;g KkrO; gS fd Mkd }kjk O;kikj lkekU;r% izekfir] fVdkÅ
gYdh] o.kZu ;ksX;] vf/kd dher okyh ¼otu dh rqyuk esa½ oLrqvksa dk gh fd;k tk ldrk gSA Mkd }kjk O;kikj dh
o
lQyrk bZekunkjh] ;Fkk'kh?kz lgh lqiqnZxh rFkk xzkgdksa dh uohure o O;kid lwph ij fuHkZj djrh gSA vusd fuekZrkx.k

.c
vius ;gk¡ Mkd foHkkx ds tfj;s Hkh lh/ks gh miHkksDrkvksa dh t:jrksa dks iwjk djus yxs gSaA Hkkjr esa ;g O;olk; vHkh
O;kid Lrj ij izkjEHk ugha gks ldk gSA dkj.k fd Mkd lsok,¡ iwjs ns'k esa U;wure ykxrksa ij miyC/k ugha gSa] vf'kf{krksa
dh la[;k vf/kd gS rFkk /kks[kk/kM+h T;knk gSA
a
m Stores)
¼;½ miHkksDrk lgdkjh Hk.Mkj

a dk mn; ,oa foLrkj lewps fo'o esa O;kid iSSekus ij

(Consumer Cooperative
e/;LFk forj.k Jà[kyk ds 'kks"k.k ls cpus ds fy, lgdkjh&O;oLFkk
gks pqdk gS gksrk tk jgk gSA miHkksDrk lgdkjh fl)kUrksn a ds vk/kkj ij LFkkfir fd;s tkrs gSa tks fd ^Lo;a Øsrk rFkk Lo;a

y<ax ls mudh ?kjsyw mi;ksx lEcU/kh oLrqvksa ,oa lsokvksa dks iznku djus ds
foØsrk* dh 'kDy esa gksrs gSaA izks- jko fy[krs gSa fd] ^^lgdkjh miHkksDrk Hk.Mkj miHkksDrkvksa dk ,d LoSfPNd vkfFkZd la?k

d
gS ftldk izcU/k miHkksDrkvksa }kjk turkaf=kd
fy, fd;k tkrk gSA**
bu Hk.Mkjksa dh LFkkiuk ds izu
tmiHkksDrkvksa dks lLrk fdUrq] mÙke fdLe dk eky miyC/k djukA
eq[k mís'; fuEufyf[kr ekus x;s gSa&
lnL;ksa rFkk vU;
e/;LFkksa S
1.
2. ds 'kks"k.k ls miHkksDrkvksa dks cpkuk rFkk mudh Ø;&'kfDr esa o`f) djukA
3. c<+rh gqbZ dherksa dh jksdFkke esa rFkk fu;fU=kr o nqyHkZ oLrqvksa ds forj.k esa lg;ksx djukA
4. iw¡thoknh vFkZO;oLFkkvksa ds nwf"kr forj.k rU=k dks lekIr djukA
bu Hk.Mkjksa dh eq[; fo'ks"krkvksa esa fuEu dks lfEefyr fd;k tk ldrk gS&
1. ,d lnL; dk ,d oksV gksrk gS] mlus Hkys gh fdrus va'k fy;s gksaA
2. lnL;rk lcds fy, [kqyh gksrh gSA
3. ykHk dks forj.k lnL;ksa ds chp mudh [kjhn ds vuqikr esa ck¡V fn;k tkrk gSA Hkkjr esa ykHk dk forj.k lnL;ksa
ds }kjk [kjhns x;s va'kksa ds vuqikr esa fd;k tkrk gSA
240 foi.ku ds fl)kUr

4. lnL; va'k gLrkUrj.k vU; 'kfDr;ksa dks ugha dj ldrsA va'kksa dks iqu% Hk.Mkj dks gh ykSVkuk iM+rk gSA
5. miHkksDrk Lo;a bu Hk.Mkjksa dk lapkyu izfrfuf/k O;oLFkk ds vk/kkj ij djrs gSaA
Hkkjr esa miHkksDrk lgdkjh Hk.Mkjksa dh izxfr ljdkjksa o xSj&ljdkjh iz;klksa ds ckotwn Hkh dkQh /kheh jgh gSA iw¡th
dh deh] vkLFkk o ln~Hkko dk vHkko] izcU/k dq'kyrk dh deh] leUo; dh vuqifLFkfr] lhfer O;kikj {ks=k] fujh{k.k o
vads{k.k dh f'kfFky uhfr] LokFkZiw.kZ lapkyu] Åijh O;;ksa dk Hkkj] 'kfDr'kkyh Fkksd o dsUnzh; Hk.Mkjksa dh deh vkfn ?kVd
bu Hk.Mkjksa dh izxfr ds vojks/kd le>s x;s gSaA ;s Hk.Mkj rHkh lQyrkiwoZd dk;Z dj ldrs gSa vkSj viuh ixzfr dks
lUrks"ktud cuk ldrs gSa] tcfd fuEufyf[kr lq>koksa ds fØ;kUo;u ij /;ku nsa&
1. miHkksDrk lgdkjh Hk.Mkjksa dks fuekZrkvksa ls eky Ø; djuk pkfg,A
2. bu Hk.Mkjksa ij csph tkus okyh oLrq,¡ lnL;ksa dh vko';drkvksa ds vuq:i gksuh pkfg, rFkk fdLe Js"B gksuh
pkfg,A
3. bu Hk.Mkjksa }kjk vius lnL;ksa dks m/kkj foØ;] udn [kjhn ij NwV rFkk vU; lqfo/kk,¡ nh tkuh pkfg, rkfd
os vf/kdkf/kd Ø; gsrq izksRlkfgr gks ldsaA
4. bu Hk.Mkjksa dks ljdkjh laj{k.k] foÙkh; vads{k.k ,oa izf'k{k.k lEcU/kh dfBukb;ksa dks nwj djus gsrq miyC/k fd;k
tkuk pkfg,A
5. m
bu Hk.Mkjksa ds fglkc&fdrkc dh tk¡p fu;fer ,oa lgh rjhds ls dh tkrh jguh pkfg,] rkfd gksus okys ?kksVksyksa
vkfn dh jksdFkke dh tk ldsA
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6. bu Hk.Mkjksa ds lqlapkyu gsrq tk¡p] fujh{k.k ,oa i;Zos{k.k dh mfpr i)fr dk;e dh tkuh pkfg,] rkfd lkèkuksa
dk nq#i;ksx u gks lds] csbZekuh o feykoV vkfn dks jksdk tk ldsA ,slk djus ij turk dk fo'okl ;s Hk.Mkj
izkIr dj ldsaxsA
a
bu Hk.Mkjkas dh izcU/k O;oLFkk fdlh ,d O;fDr dks ugha lkSaih tkuh pkfg,] cfYd ,d izcU/k lfefr cukdj
m
7.
Hk.Mkjksa dk dk;Z pyk;k tkuk pkfg,A bu Hk.Mkjksa ds izcU/kdkas dks i;kZIr Lok;Ùkk Hkh nh tkuh pkfg,A

a
Hkkoh QqVdj O;kikj dh rLohj
(Future n Retail Trade Patterns)
;g ckr fuf'prrk ds lkFk dgh tk ldrhy gS fd Hkkoh QqVdj O;kikj lajpuk orZeku QqVdj O;kikj lajpuk dh rqyuk

d esa gh lekIr gks tk;sxhA mnkgj.k ds fy, foHkkxh; Hk.Mkj o"kZ dh vofèk
esa fcYdqy fHké gksxhA ifjorZu dk pØ ftl rst xfr ls py jgk gS] mldks ns[krs gq, rks ;g izrhr gksrk gS fd orZeku

esa gh ifjiDork dh fLFkfr iju

QqVdj O;kikj lajpuk vxyh ,d 'krkCnh 75
igqap x;s gSaA ik'pkR; ns'kksa eas lqij ekdsZV~l Hkh ifjiDork dh voLFkk ij igqap x;s gSaA
blh izdkj] osjk;Vh LVkstlZ tks fd foHkkxh; Hk.Mkjksa ds ckn vk;s gSa o"kkZsa dh vof/k esa gh ifjiDork dh LFkfr esa igq¡p
50
pqds gSaA
bZ- ch- ohl
S
(E.B.Weiss) tks fd QqVdj O;kikj {ks=k ds ,d vf/kdkjh fo)ku gSa] dk dguk gS fd fudV Hkfo"; esa fuEu
QqVdj laLFkk;sa izpfyr gksaxh] ftuesa ls dqN rks fodkl ij gSa&
1. tehUnkst ikbi ykbUl ?kjksa rd Hkkstu igqapkus ds fy, fcBk;h tk;saxhA ;g oSls gh lEHko gksxk fd vHkh xSl
rFkk vkW;y ¼fons'kksa eas rFkk gekjs ;gk¡ cEcbZ eas lhfer {ks=k esa½ ikbi ykbUl igq¡pkrh gSaA
2. iw.kZr% Lopkfyr] O;fDr jfgr LVkslZ LFkkfir gksaxsA
3. DyksTM lfdZV Vsfyfotu ds tfj;s [kjhn izkjEHk gksxhA
4. xksnkeksa ls Touch-tone Telephone ds tfj;s lh/kh [kjhn izksRlkfgr gksxhA
5. LVkslZ rd dkjksa ;k okguksa esa cSBs&cSBs [kjhn 'kq: gksxhA
QqVdj forj.k 241

6. bysDVªkWfud 'kkWfiax ¼ftlesa xzkgd Vsyhfotu ij oLrq,¡ ns[k ldsxk vkSj Touch-tone Telephone ds tfj;s tks
fd dEI;wVj ls ca/kk gksxk] oLrq,¡ Ø; djus gsrq vkns'k ns ldsxk½ izkjEHk gksxhA
bu mi;qZDr of.kZr izof` Ùk;ksa dh fn'kk esa vusd iz;ksx py jgs gSa vkSj fudV Hkfo"; esa budh lQyrk ,oa foLrkj gekjh
QqVdj O;kikj lajpuk dks vkewy&pwy :i ls ifjofrZr djsxk] blesa lUnsg ugha gSA foi.ku izcU/kdksa dks pkfg, fd os
bu Hkkoh ifjorZuksa ds izfr Lo;a dks rS;kj djsaA

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242 foi.ku ds fl)kUr

v/;k;&14
HkkSfrd forj.k
(Physical Distribution)
HkkSfrd forj.k dk vFkZ
(Meaning of Physical Distribution)
tc ,d fuekZrk forj.k ek/;e pqu ysrk gS vkSj foØsrkvksa dh fu;qfDr dj ysrk gS rks mlds le{k ,d leL;k ;g vkrh
gS fd oLrqvksa dks ,d LFkku ls nwljs LFkku ij fdu lk/kuksa ls Hkstk tk;\ dgk¡&dgk¡ ij Hk.Mkj x`g cuk;s tk;saA vkns'kksa
dh iw£r 'kh?kzrk ls fdl izdkj dh tk; ftlls fd oLrq dks ¼1½ de&ls&de ykxr ij] o ¼2½ de&ls&de le; esa Hkstk
m
tk ldsA ;g lHkh oLrqvksa ds HkkSfrd forj.k ls lEcfU/kr gSaA HkkSfrd forj.k ds lEcU/k esa izeq[k fo}kuksa dh ifjHkk"kk,¡
fuEufyf[kr gSa&
o
.c
1- izks0 LVk.Vu ds vuqlkj] ÞoLrqvksa ds HkkSfrd cgko dk izcU/k vkSj cgko iz.kkyh dh LFkkiuk ,oa mldk lapkyu
HkkSfrd forj.k esa 'kkfey gSAß1
2-
a
izks0 df.MQ o fLVy ds er esa] ÞoLrqvksa dh mRifÙk ds ckn ysfdu miHkksx ls igys mldk okLrfod :i esa ,d
LFkku ls nwljs LFkku ij tkuk o laxzg djuk HkkSfrd forj.k esa vkrk gSAß2
3-
m
eSdkFkhZ ds 'kCnksa esa] ÞoS;fDrd Qeks± ds Hkhrj ,oa forj.k iz.kkfy;ksa ds lkFk&lkFk eky dk okLrfod mBkuk&èkjuk
,oa lapkyu HkkSfrd forj.k gSAß3
a
n
okLro esa] rhuksa fo}kuksa dk er ,d tSlk gSA oLrq,¡ ,d LFkku ls nwljs LFkku ij tkrh gSa bldks os HkkSfrd cgko
;k forj.k dgrs gSaA ysfdu bl forj.k dh 'kq:vkr dc gksrh gS\ bldk mÙkj gS mlds mRiknu ds cknA ysfdu
y
vc nwljk iz'u mBrk gS fd ;g HkkSfrd forj.k dc rd pysxk\ bldk mÙkj gS fd tc rd mldk miHkksx ug°

d
gks tkrkA ftu iz.kkfy;ksa ls oLrq dk forj.k gksrk gS os lHkh HkkSfrd forj.k ds vFkZ esa 'kkfey gSaA

u
la{ksi esa] ÞHkkSfrd forj.k O;kolkf;d lEHkj.k dk foKku gS] ftlds }kjk lgh izdkj dh oLrq lgh ek=kk esa ml
LFkku ij miyC/k dh tkrh gS tgk¡ mlds fy, ek¡x ml le; ij fo|eku gksA bl n`f"V ls fopkj djrs gq,
t
HkkSfrd forj.k fuekZ.k vkSj ek¡x l`tu ds chp dh egRoiw.kZ dM+h gSAß 4

1
S
“Physical distribution involves the management of the physical flow of products and the establishment and operation of flow
system.”
—Stanton : Fundamentals of Marketing, p. 392.
2
“Physical distribution involves the actual movement and storage of goods after they are produced and before they are consumed.”
—Cundiff & Still : Basic Marketing, p. 344.
3
“Physical distribution is the actual handling and moving of goods within individual firms and along channel systems.”
—McCarthy : Basic Marketing, p. 391.
4
“In essence, physical distribution is the science of business logistics whereby the proper amount of the right kind of product is made
available at the place where demand for it exists. Viewed in this light, physical distribution is the keylink between manufacturing and
demand creation.”
—Wendell M. Stewart : quoted from Principles of Marketing, Richard Buskrik, p. 403.
HkkSfrd forj.k 243

HkkSfrd forj.k ds mís'; ;k mi;ksfxrk

(Objectives or Utility of Physical Distribution)
vkt ds O;kikfjd txr esa oLrqvksa ds HkkSfrd forj.k dh mi;ksfxrk cgqr vf/kd gSA ,d Øsrk tc dHkh Hkh oLrq pkgrk
gS rks mls oLrq rqjUr gh feyuh pkfg,A ;fn bl izdkj dh lsokvksa dk mi;ksx forj.k ds fy, fd;k x;k rks ,d fuekZrk
dh [;kfr esa o`f) gksxh vkSj mlds xzkgdksa dks lUrqf"V gksxhA ysfdu blesa forj.k&O;; de&ls&de gksus pkfg, ftlls
fd Øsrk dks oLrq de ykxr ij fey ldsA
,d oLrq dh forj.k ykxr ml oLrq cktkj dks lhfer dj nsrh gSA vr% vko';drk bl ckr dh gS fd ifjogu izcUèk
fd;k tk;] miyC/k lsokvksa dk vf/kdre mi;ksx fd;k tk; vkSj forj.k&ykxr dks ?kVk;k tk;A O;olk; esa HkkSfrd
forj.k dk mi;ksx fofHké izdkj ls fd;k tk ldrk gS&
1- mRiknu ,oa miHkksx ds lkeatL; esa (Adjustment of Production and Consumption): HkkSfrd&forj.k
mRiknu ,oa miHkksx esa lkeatL; LFkkfir djds ek¡x o iw£r esa lUrqyu LFkkfir djrk gSA Hk.Mkj lqfo/kk,¡ ekSleh
miHkksx dks lgk;rk iznku djrh gSa vkSj o"kZ Hkj mRiknu cuk;s j[kus esa lg;ksx nsrh gSa] tSls Åuh eky dk mRiknu
o"kZ Hkj gksrk jgrk gS ysfdu mldk miHkksx l£n;ksa esa gh gksrk gSA blh izdkj ekSleh mRiknu dks Hk.Mkjksa dh
lgk;rk ls jksd dj o"kZ Hkj ds miHkksx ds fy, dke esa yk;k tk ldrk gSA mnkgj.k ds fy,] xsgw¡ dk mRiknu
m
jch dh Qly ij gh gksrk gS ysfdu mldk miHkksx Hk.Mkj lqfo/kkvksa dh lgk;rk ls o"kZ Hkj fd;k tkrk gSA

o
blh izdkj HkkSfrd forj.k ek¡x o iw£r ds LFkkuksa dks feykrk gS vFkkZr~ ftl LFkku ij oLrqvksa dk fuekZ.k gksrk

.c
gS ml LFkku ls miHkksx okys LFkku ij oLrqvksa dks HkkSfrd forj.k ds ek/;e ls gh igq¡pk;k tkrk gSA uk'koku
oLrqvksa dks Hkh okrkuqdwfyr Hk.Mkjksa esa j[kdj ek¡x okys LFkkuksa rd igq¡pk;k tk ldrk gSA vf/kdka'k oLrqvksa dk

a
mRiknu ek¡x ls iwoZ gh fd;k tkrk gS( tSls] nhikoyh ij [khy] f[kykSus] crZu] vkfn dh fcØh [kwc gksrh gS ysfdu
mudk mRiknu rks cgqr igys fd;k tkrk gSA
2-
m
ewY;ksa ds fLFkjhdj.k esa (Stabilization of Prices): HkkSfrd forj.k dh lqfo/kk,¡ ewY; fLFkjhdj.k esa lgk;rk

a
iznku djrh gSaA ,d fuekZrk vius eky dks ml le; rd vius xksnke esa j[kdj izrh{kk dj ldrk gS tc rd
ewY; mlds fgr esa ug° vk tkrs vkSj ,d ckj ewY; vk tkus ij og ewY; fLFkjhdj.k Hkh dj ldrk gSA
3- n
LVkWd dk vkdkj (Size of Inventory): HkkSfrd forj.k lqfo/kk,¡ LVkWd ds vkdkj dks izHkkfor djrh gSaA ;fn

y
lqfo/kk,¡ miyC/k gSa rks LVkWd ,d cM+h ek=kk esa j[kk tk ldrk gSA fuekZrk ds ikl cM+h ek=kk dk LVkWd foØsrk

d
dks ;g lqfo/kk iznku djrk gS fd os viuh lqfo/kkuqlkj Ø; dj ldrs gSaA
4- Ø; ij izHkko (Influence on Buying): Hk.Mkj lqfo/kkvksa dk izHkko Ø; ij iM+rk gSA ;fn izcU/k ds ikl
u
Hk.Mkj lqfo/kk,¡ i;kZIr ek=kk esa gSa rks muds }kjk cM+h ek=kk esa Ø; djds ykHkksa dks izkIr fd;k tk ldrk gSA
5- t
e/;LFkksa dks fuf'pr djuk (Determination of Channels): izcU/kdh; fu.kZ; forj.k ek/;e dks fuf'pr
S
djrs gSaA mnkgj.k ds fy,] ;fn dksbZ fuekZrk ;g fu.kZ; ysrk gS fd LVkWd dks j[kus ds fy, fHké&fHké LFkkuksa
ij lkoZtfud xksnkeksa dh lsokvksa dh lgk;rk yh tk;sxh rks bldk vFkZ ;g gksrk gS fd vc fuekZrk dks vius
Lo;a ds xksnkeksa dh LFkkiuk ug° djuh gksxhA blh izdkj] ;fn izcU/kdh; fu.kZ; ;g gS fd 'kk[kk,¡ [kksyh tk;sa]
rks bldk vFkZ ;g gS fd forj.k ek/;e lh/kk gksxk vkSj miHkksäk rd izR;{k esa gh igq¡p tk;sxk ftlds fy,
xksnkeksa dh O;oLFkk djuh gksxhA
6- oLrq fu;kstu ij izHkko (Effect on Product Planning): fdlh Hkh oLrq ds fu;kstu ij mlds HkkSfrd forj.k
dk izHkko iM+rk gSA eky ftl ifjogu lk/ku ls Hkstk tkrk gS mldk iS¯dx Hkh mlh vuq:i djuk iM+rk gSA
mnkgj.k ds fy,] ;fn eky gokbZ tgkt ls tk;sxk rks bl ckr dks /;ku esa j[kdj iS¯dx fd;k tk;sxk fd og
vf/kd Hkkjh u gks rFkk mldk vkdkj Hkh vf/kd cM+k u gks D;ksafd tgkt dk fdjk;k] otu o vkdkj nksuksa ij
vk/kkfjr gksrk gSA
244 foi.ku ds fl)kUr

HkkSfrd forj.k dk mÙkjnkf;Ro

(Responsibility of Physical Distribution)
oLrqvksa dk HkkSfrd forj.k djus dk mÙkjnkf;Ro laLFkk ds ekfyd dk gksrk gS ysfdu ftu laLFkkvksa dk vkdkj cM+k gksrk
gS ogk¡ ;g dk;Z fuEu rhu esa ls fdlh ,d ds mÙkjnkf;Ro esa fn;k tkrk gS&
1- lfefr (Committee): vesfjdk esa vf/kdka'k dEifu;k¡ ,d lfefr cukrh gSa vkSj blds lnL; mu lHkh foHkkxksa
ds izeq[k vf/kdkjh gksrs gSa tks oLrq ds HkkSfrd forj.k esa lgk;d gksrs gSa( tSls] foØ;&izcU/kd] ifjogu izcU/k]
LVkWd&fu;U=k.k izcU/kdA bl lfefr dk mÙkjnkf;Ro gksrk gS fd dk;Zdq'kyrk c<+kus] forj.k ykxr de djus
o mu lHkh vf/kdkfj;ksa ds dk;ks± esa rkyesy fcBkus ds fy, le;&le; ij feyrh jgsa] orZeku uhfr;ksa dk
ewY;kadu djrh jgsa] vkSj vko';d gks rks mu uhfr;ksa esa ifjorZu djrh jgsa] ftlls miHkksäk lsok dks vPNk cuk;k
tk lds o izfr;ksfxrk dk lkeuk fd;k tk ldsA
2- foHkkx (Department): mÙkjnkf;Ro dks fuHkkus dk nwljk jkLrk ,d foHkkx dh LFkkiuk gS tks oLrqvksa dks
miHkksäk rd igq¡pkus dk mÙkjnkf;Ro vius Åij ysrk gSA ;g foHkkx vU; foHkkxksa ls LorU=k gksrk gSA
3- foi.ku lapkyd (Marketing Director): dqN laLFkk,¡ HkkSfrd forj.k ds mÙkjnkf;Ro ds fy, u rks dksbZ
lfefr cukrh gSa vkSj u dksbZ foHkkx cfYd foi.ku foHkkx ds eq[; vf/kdkjh dks gh ;g dk;Z lkSai nsrs gSaA ;g
m
vf/kdkjh fofHké laLFkkvksa esa fofHké ukeksa ls iqdkjs tkrs gSa( tSls] dg° budks foi.ku lapkyd dgrs gSa rks dg°
foi.ku izcU/kdA
o
.c
Hkkjr esa HkkSfrd forj.k esa mÙkjnkf;Ro dks fuHkkus ds fy, vyx ls u rks lfefr gh ik;h tkrh gS vkSj u foHkkxA
;gk¡ foØ;&foHkkx tks fd foi.ku&foHkkx dk ,d vax gS] bu mÙkjnkf;Roksa dks Hkh iwjk djrk gSA

HkkSfrd forj.k dk foi.ku ek/;e ls lEcU/k a

m
(Relationship of Physical Distribution to Marketing Channels)

ek/;eksa ls gksrh gqbZ igq¡prh gSA blds fy, fuekZrk ,oaa

HkkSfrd forj.k dh uhfr;ksa dk lEcU/k forj.k ek/;e ls gSA dksbZ Hkh oLrq mRiknu ds LFkku ls miHkksx ds LFkku rd foi.ku
e/;LFk nksuksa ds }kjk gh LVkWd j[kk tkrk gSA miHkksäk viuh
n
vko';drk dh oLrq,¡ QqVdj foØsrk ls Ø; djrk gS vkSj QqVdj foØsrk Fkksd foØsrk ls( Fkksd foØsrk fuekZrk lsA tc

gSA Fkksd foØsrk Hkh vius LVkWd dks cuk;s y

miHkksäk oLrqvksa dks Ø; djrk gS rks QqVdj foØsrk dk LVkWd ?kVus yxrk gS ftlls og Fkksd foØsrk dks vkns'k nsrk

tc dHkh Hkh fdlh Hkh Lrj ij vknsd

j[kus ds fy, fuekZrk dks vkns'k nsrk gSA bl izdkj ;g Øe pyrk jgrk gSA
'k dh iw£r dh tkrh gS rks blds fy, ifjogu o Hk.Mkj lqfo/kkvksa dk lgkjk fy;k
u
tkrk gSA ;g nksuksa gh dk;Z HkkSfrd forj.k ds gSaA vr% dgk tk ldrk gS fd HkkSfrd forj.k dk foi.ku ek/;e ls ?kfu"B
lEcU/k gSA
t
ds fy, Hk.Mkj&x`S
cgqr&ls fuekZrk cgqr&lh oLrqvksa ds fy, fuekZ.k&LFkku ij ;k fdlh ,d dsUæh; LFkku ij oLrqvksa dks LVkWd esa j[kus
g j[krs gSaA ysfdu tc O;kikj c<+ tkrk gS rks eky dks tYnh igq¡pkus ds fy, dqN Hk.Mkj&x`g fofHké
egRoiw.kZ LFkkuksa ij LFkkfir dj fn;s tkrs gSa] tgk¡ ls eky ifjogu lk/kuksa dh lgk;rk ls foØsrk dh nqdku rd igq¡pk
fn;k tkrk gSA ;g lHkh ckrsa foi.ku ek/;e ls lEcfU/kr gSa tks oLrqvksa ds HkkSfrd forj.k esa lg;ksx djrh gSaA
HkkSfrd forj.k lEcU/kh ykxr oLrq dh ykxr dks c<+krh gSA vr% izR;sd e/;LFk bl ckr dk iz;Ru djrk gS fd ;g HkkSfrd
forj.k lEcU/kh ykxr de ls de jgsA blds fy, cgqr&ls egRoiw.kZ fu.kZ; ysus iM+rs gSa tSls fdruk LVkWd j[kk tk;\
fdl LFkku ij j[kk tk;\ fdl le; j[kk tk;\ ;g lHkh ckrsa foi.ku ls lEcfU/kr gSa vr% ;g dgk tkrk gS fd HkkSfrd
forj.k o foi.ku ek/;e dk ,d&nwljs ls ?kfu"B :i ls lEcU/k gSA
fcuk HkkSfrd forj.k ds foi.ku ek/;e rd oLrq,¡ ug° igq¡p ldrh gSaA blh dkj.k bu nksuksa dk ,d&nwljs ls dkQh lEcUèk
gSA
HkkSfrd forj.k 245

HkkSfrd forj.k ,oa ykHk

(Physical Distribution and Profit)
oLrqvksa dks miHkksäk o e/;LFkksa rd igq¡pkus esa izR;sd foØsrk dks ifjogu o Hk.Mkj] vkfn ij O;; djuk iM+rk gS pkgs
;g foØsrk fuekZrk gks ;k Fkksd foØsrk ;k QqVdj foØsrkA os O;; tks ifjogu o Hk.Mkj vkfn ij gksrs gSa HkkSfrd forj.k
lEcU/kh O;; dgykrs gSaA izR;sd izdkj dk foØsrk tc viuk foØ;&ewY; fu/kkZfjr djrk gS rks HkkSfrd forj.k&O;;ksa
dks Hkh mlesa tksM+ ysrk gSA ftl foØsrk dk HkkSfrd forj.k&O;; ftruk de gksxk mruk gh mldk foØ;&ewY; de gksxkA
Hkkjr esa HkkSfrd forj.k O;; fuekZrk ds ewY; ds ,d&frgkbZ o miHkksäk ewY; ds 1/3 ls ysdj 1/4 rd gksrs gSaA
vr% vko';drk bl ckr dh gS fd HkkSfrd&forj.k lEcU/kh O;;ksa dks de&ls&de fd;k tk; ftlls foØ;&ewY; esa
dVkSrh dj izfrLi)kZ dk vkSj vPNh izdkj ls eqdkcyk fd;k tk lds o ykHk dh ek=kk dks c<+k;k tk ldsA bl dk;Z
ds fy, izR;sd izdkj ds foØsrk dks le;&le; ij viuh HkkSfrd forj.k iz.kkyh dk ewY;kadu djrs jguk pkfg,A blds
fy, Three-stages Linear Programming Model viuk;k tkuk pkfg,A izFke pj.k esa Hk.Mkj ls miHkksDrk rd forj.k
o f}rh; pj.k esa fuekZ.k&LFkku ls Hk.Mkj rd o r`rh; pj.k esa ekfld mRiknu o LVkWd dk ewY;kadu djuk pkfg, ftlls
fd izR;sd Lrj ij bu O;;ksa esa dVkSrh dh tk lds o ykHkksa esa o`f) gks ldsA

HkkSfrd forj.k dk y{;

m
(Physical Distribution Objective)
o
.c
izR;sd fuekZrk dks vius HkkSfrd forj.k dk y{; fuf'pr djuk iM+rk gSA cgqr&ls fuekZrk vius HkkSfrd forj.k dk y{;
lgh eky] lgh le; ij o mfpr LFkkuksa ij U;wure ykxr ij Hkstuk cuk ysrs gSaA ;g lgh ug° gSA HkkSfrd forj.k iz.kkyh

a
dk y{; U;wure ykxr ij vf/kdre xzkgd lsok nsuk gksuk pkfg,A ysfdu ;g ,d&nwljs ds foijhr gSaA ;fn lsok vf/
kdre nh tkrh gS rks ykxr c<+uk LokHkkfod gS vkSj ;fn ykxr U;wure dh tkrh gS rks vf/kdre lsok ug° nh tk ldrh

m
gSA vr% ;g dgk tkrk gS fd HkkSfrd&forj.k dk y{; ,d dq'ky iz.kkyh gksuk pkfg,A blesa nks ckrsa vkrh gSa&1. lsok

a
dk Lrj] o 2. lsok dh ykxrA
lsok dk Lrj (Level of service): ,d fuekZrk lsok dk Lrj Lo;a fu/kkZfjr djrk gS] tSls ^,d g¶rs esa xzkgdksa
n
1.
dks eky fey tkuk pkfg,A* dqN fuekZrk ;g Hkh fu/kkZfjr dj ysrs gSa fd cM+s xzkgdksa dks 5 fnu esa gh eky fey

y
tkuk pkfg,A ,d fuekZrk dk lsok&Lrj izfrLi)kZ djus okyksa dks izHkkfor djrk gS vkSj os Hkh oSlh gh lsok nsus

d
yxrs gSaA ;fn ,d fuekZrk viuh lsokvksa dks ?kVk nsrk gS rks xzkgd ml fuekZrk dks leFkZu nsuk cUn dj ldrs
gSa vFkkZr~ muls oLrq,¡ Ø; djuk cUn dj ldrs gSaA vr% ,d fuekZrk dk lsok&Lrj lEcU/kh fu.kZ; lsok ds
u
oSdfYid&Lrjksa ds izfr xzkgdksa vkSj izfrLi)kZ djus okys dh ^lEHkkfor laosnu'khyrkvksa* ds fo'ys"k.k ij fuHkZj

t
gksxkA dHkh&dHkh ,slk ns[kk tkrk gS fd xzkgd ds lsok&Lrj esa FkksM+h&lh o`f) xzkgdksa ds laj{k.k esa dkQh o`f)

S
dj nsrh gSA vFkkZr~ vf/kd xzkgdksa }kjk oLrq,¡ Ø; dh tkus yxrh gSa] tcfd dherh lsok,¡ ewY; esa FkksM+h&lh gh
o`f) dj ikrh gSA
2. lsok dh ykxr (Cost of service): ,d fuekZrk dks oLrqvksa ds LVkWd vkfn ij O;; djuk iM+rk gS ftlls fd
xzkgdksa dks lkekU;&lsok dk Lrj iznku fd;k tk ldsA lk/kkj.kr;k bu O;;ksa dk irk dksbZ Hkh fuekZrk ug°
yxkrkA ,d vPNs fuekZrk dks budk irk yxkdj ekiuk pkfg, vkSj ns[kuk pkfg, fd fcuk lkekU; lsok&Lrj
dks de fd;s buesa dgk¡ dVkSrh dh tk ldrh gSA
HkkSfrd&forj.k dk y{; de&ls&de O;; ij vPNh lsok&Lrj iznku djuk gSA blds fy, fofHké fodYiksa ij
fuEu lw=k yxkdj ns[kuk pkfg,5&

5
Philip Kotler : Marketing Management, p. 596.
246 foi.ku ds fl)kUr

izLrkfor forj.k&iz.kkyh dh dqy ykxr

(D)= T+FW+VW+S
D= izLrkfor iz.kkyh dh dqy forj.k ykxr (Total Distribution Cost of Proposed System)
T= izLrkfor iz.kkyh dh dqy ifjogu ykxr (Total Freight Cost of Proposed System)
FW= izLrkfor iz.kkyh dh dqy LFkk;h Hk.Mkj ykxr (Total Fixed Warehouse Cost of Proposed System)
VW=izLrkfor iz.kkyh dh dqy ifjorZuh; Hk.Mkj ykxr (Total Variable Warehouse Cost of Proposed
System)
S= izLrkfor iz.kkyh ds vUrxZr lqiqnZxh&foyEc ds QyLo:i [kksbZ fcØh dh dqy ykxr (Total Cost of Lost
Sales due to Average Deliver Delay under Proposed System)
mi;qZä lw=k ds vUrxZr ftl fodYi esa dqy forj.k ykxr de vkrh gS mldks gh ,d fuekZrk dks pqu ysuk
pkfg,A ysfdu bl ckr dk lnSo gh /;ku j[kuk pkfg, fd xzkgd lsok dk Lrj vuqdwyre jgsA
1. HkkSfrd forj.k lfefr
(Physical Distribution Committee)

m
HkkSfrd forj.k fØ;kvksa ds laxBu gsrq ,d lfefr dh LFkkiuk djuk vesfjdu O;olk; izcU/k esa vR;f/kd izpfyr O;ogkj

o
gSA bl lfefr esa foØ; izcU/kd] bUosUVªh fu;U=k.k izcU/kd] ;krk;kr izcU/kd vkfn dks lnL; ds :i esa lfEefyr fd;k
tkrk gS vkSj foi.ku vf/k'kklh dks vFkok fdlh mPpkf/kdkjh dks bl lfefr dk ps;jeSu cuk;k tkrk gSA ;g lfefr

.c
dk;Zdq'kyrk dks c<+kus] forj.k ykxrksa dks de djus rFkk vUr£oHkkxh; fØ;kvksa esa leUo; j[kus ds mÙkjnkf;Roksa dk
fuokZg djrh gSA
2. HkkSfrd forj.k foHkkx a
(Physical Distribution Department)
m
a
HkkSfrd forj.k fØ;kvksa esa izHkkoiw.kZ leUo; ds fy, dbZ dEifu;k¡ ,d i`Fkd foHkkx Hkh LFkkfir djus yxh gSaA bl O;oLFkk
ds vUrxZr leLr HkkSfrd forj.k fØ;k,¡ ,d foHkkxkf/kdkjh ds ikl dsfUær gks tkrh gSaA bl lajpuk dks viukus okyh
n
laLFkkvksa ds lkeus vDlj ;g leL;k mRiUu gksrh gS fd HkkSfrd forj.k foHkkx ds vf/kdkjh dk fdlds izfr mÙkjnk;h

y
cuk;k tk;s\ O;ogkj esa] laLFkk ds ps;jeSu vFkok foi.ku izcU/kd ds izfr HkkSfrd forj.k foHkkxkf/kdkjh dks mÙkjnk;h

d
cuk;s tkus dh izof` Ùk fodflr gks jgh gS ftls Bhd ekuk tk ldrk gSA

u
Hkkjr esa HkkSfrd forj.k dh fØ;kvksa ds lEiknu gsrq fodsfUær O;oLFkk dks viuk;k tkrk gSA ifjogu foHkkx] bUosUVªh
fu;U=k.k foHkkx] foØ; foHkkx] Ø; foHkkx vkfn HkkSfrd forj.k fØ;kvksa dks dsoy vUr£oHkkxh; lkekU; funsZ'kksa ds vèkhu
t
djrs gSaA bl izof` Ùk dks cnyus dh ijeko';drk gSA

S HkkSfrd forj.k lEcU/kh fu.kZ;

(Physical Distribution Decisions)
leLr HkkSfrd forj.k fØ;kvksa dk ,d ek=k mís'; vf/kdre xzkgd lsok U;wure ykxrksa ij lEHko djuk gksrk gSA bl
n`f"V ls HkkSfrd forj.k {ks=k esa vusd izdkj ds fu.kZ; ysus gksrs gSaA mnkgj.k ds fy, bUosUVªht fdruh j[kh tk;s] Hk.Mkj.k
O;oLFkk fdl izdkj dh tk;s] lkexzh gLFku gsrq fdu midj.kksa dk ç;ksx fd;k tk;s] vkns'k izfof/ku; dSls fd;k tk;s]
vkns'kksa dh iw£r gsrq dkSu lh fof/k viuk;h tk;s] vkfn os dqN izeq[k fu.kZ; gSa] ftu ij HkkSfrd forj.k fØ;kvksa dh
izHkko'khyrk vkSj dk;Zdq'kyrk fuHkZj djrh gSA ;s fu.kZ; ftrus lgh] le;kuqdwy] 'kh?kz ,oa ferO;;h gksrs gSa] laLFkk dks
xzkgdksa dk laj{k.k mruk gh vf/kd izkIr gksrk gSA
mi;qZDr o£.kr fu.kZ;ksa dk laf{kIr foospu bl izdkj gS&
HkkSfrd forj.k 247

1- bUosUVªh fu.kZ;
(Inventory Decisions)
bUosUVªh uhfr;k¡ ,oa fu.kZ; ek¡x l`tu izfØ;k ds egÙoiw.kZ midj.k gksrs gSaA xzkgdksa ds vkns'kksa dh iw£r ftruh 'kh?kz ,oa
lgh :i esa gksrh gS] xzkgdksa dk laj{k.k laLFkk ds mRiknksa dks mruk gh vf/kd feyrk gSA blfy, bUosUVªh LVkWd i;kZIr
ek=kk esa j[kk tkuk pkfg, rkfd xzkgd&vkns'kksa dh iw£r 'kr&izfr'kr dh tk ldsA ;g ckr /;ku nsus ;ksX; gS fd izkIr
'kr&izfr'kr xzkgd&vkns'kksa dh iw£r laLFkk dh bUosUVªht dks dkQh c<+k nsrh gS vkSj vfrfjDr foØ; ls izkIr gksus okys
ykHk bUosUVªh dh ogu ykxrksa dh rqyuk esa dkQh de iM+ tkrs gSaA izcU/kdksa dks pkfg, fd xzkgd lsok Lrjksa dks ;FkklEHko
U;wure forj.k ykxr ij cuk;s j[kus ds fy, nks izdkj ds bUosUVªh fu.kZ; lksp&le> dj ysa&(i) vkns'k dc fn;k tk;s]
rFkk (ii) vkns'k ek=kk fdruh gks\
vkns'k dc fn;k tk;s] ;g fu.kZ; ysrs le; HkkSfrd forj.k vf/kdkjh dks ^vkns'k vUrj dky* (order lead time),
^mi;ksx nj* (usage rate), rFkk ^lsok izeki* (Service Standard) ?kVdksa dks /;ku esa j[kuk pkfg,A ^vkns'k vUrj
dky* og le; gksrk gS tks oLrq ds fy, vkns'k nsus ,oa oLrq ds izkIr djus esa lkekU;r% yxrk gSA mnkgj.k ds
fy,] ;fn vkns'k dh iw£r esa 15 fnu dk le; yxrk gS rks vkns'k vUrj dky 15 fnu dk ekuk tk;sxkA vkns'k
vUrj dky ftruk vf/kd gksrk gS] mruk gh vf/kd LVkWd j[kuk ykHkizn jgrk gSA ^mi;ksx nj*] og nj gS ftl

m
ij xzkgd oLrq,¡ [kjhnrs gSaA ;fn xzkgd tYnh&tYnh Ø; djrs gSa rks mi;ksx nj Å¡ph gksrh gS vkSj vf/kd LVkWd
j[kuk t:jh gksrk gSA ^lsok izeki* og ekin.M gS tks crykrk gS fd xzkgdksa ls izkIr vkns'kksa dk fdruk izfr'kr
o
orZeku LVkWd ls iwjk dj fn;k tkuk pkfg,A ;fn dksbZ laLFkk 'kr&izfr'kr vkns'kksa dh iw£r dks ^lsok izeki* ekurh

.c
gS rks mls vf/kd LVkWd j[kus gksaxs vkSj 'kh?kz vkns'k nsus gksaxsA mnkgj.k ds fy, ;fn ,d laLFkk ds vkns'kksa dk
vUrj dky 10 fnu gS] vkSj mi;ksx nj Hkh 10 bdkb;ksa dh gS rFkk og 'kr&izfr'kr xzkgd vkns'kksa dh iw£r djuk

a
pkgrh gS rks mls ml le; vkns'k ns nsuk pkfg, tcfd mlds fo|eku LVkWd esa dsoy 100 bdkb;k¡ jg tk,¡A
vkns'k dh ek=kk fdruh gks] ;g fu.kZ; ysrs le; vkns'k nsus dh ykxrksa] LVkWd dh ogu ykxrksa] iw¡th ykxrksa]
m
Hk.Mkj.k ykxrksa] chek izhfe;e] Ðkl] rFkk vizpyu lEHkkoukvksa dks /;ku esa j[kuk pkfg,A
2. fu.kZ; fLFkfr
a
(Location-decisions)
n
ykfr'kh?kz U;wure O;;ksa ,oa lqfo/kkvksa ds lkFk dh tk ldsA xzkgd Lo;a Hkh
fLFkfr fu.kZ; izeq[kr% xksnke O;oLFkk ,oa fcØh dsUæksa dh LFkkiuk ls lEcU/k j[krs gSaA bu fu.kZ;ksa ds ewy esa Hkh ;gh ckr
gksrh gS fd xzkgdksa dks eky dh lqiqnZxh 'kh?kz
xksnkeksa vFkok fcØh dsUæksa ij vklkuhd ls igq¡p ldsA xksnke lEcU/kh fu.kZ; ysrs le; ;g fopkj djuk t:jh gksrk gS

ugSA tgk¡ vf/kd xzkgd gksa] xksnke muds ikl gksus pkfg,A ;fn nks 'kgjksa&t;iqj ,oa fnYyh
fd laLFkk fdrus xksnke] dgk¡ vkSj fdlds LokfeRok/khu j[kuk pkgrh gSA xksnkeksa dh la[;k laLFkk ds cktkjksa dh HkkSxksfyd

esa dksbZ oLrq,¡ lokZf/kd t

lhek ds foLrkj ij fuHkZj djrh

S
fcdrh gS rks xksnke nksuksa 'kgjksa ds chp j[ks tkus pkfg,A xksnkeksa dh fLFkfr ij fopkj djrs le;
rhu fodYiksa ij lks p&fopkj djuk Js;Ldj gksrk gS& xksnke
(i) (warehouse) QSDVªh ds Hkhrj gks ;k ikl ds fdlh dsUæh;
LFkku ij] (ii) dbZ forj.k LFkkuksa ij gks ;k(iii) dqNsd izeq[k forj.k LFkkuksa ijA xksnkeksa ds ckjs esa fu.kZ; ysrs le; ;g
fu.kZ; Hkh fy;k tkuk pkfg, fd laLFkk futh Hk.Mkjksa dk ç;ksx djsxh] ;k lkoZtfud Hk.Mkjksa dk] ;k ljdkjh Hk.Mkjksa
dk] cU/kd Hk.Mkjksa dk] ;k 'khr Hk.Mkjksa dkA
fcØh dsUæksa lEcU/kh fu.kZ; ysrs le; ;g r; djuk gksrk gS fd QqVdj ,oa Fkksd fcØh dsUæ izeq[k cktkjksa esa gksaxs ;k
muds vklikl LFkkfir fd;s tk;saxs\ QqVdj fcØh dsUæksa dh LFkkiuk djrs le; lkekU; ,oa fof'k"V LFkkuksa dk p;u
lko/kkuh ds lkFk fd;k tkuk pkfg,A lkekU; LFkku dk p;u djrs le; lEHkkfor ykHkktZu dks /;ku esa j[kuk pkfg,
rFkk ml lkekU; LFkku] tks fd ,d uxj] egkuxj] ;k dksbZ 'kgj ;k xk¡o gks ldrk gS] ij fof'k"V fcØh dsUæksa dh LFkkiuk
dgk¡ gks] ;g fu.kZ; ysrs le; xzkgd&lqfo/kkvksa] ;krk;kr lk/kuksa&lqfo/kkvksa] vFkok oLrq fo'ks"k ds fy, izfl) cktkjksa vkfn
ckrksa dks /;ku esa j[kuk pkfg,A
248 foi.ku ds fl)kUr

3. ifjogu fu.kZ;
(Transportation Decisions)
ifjogu LFkku mi;ksfxrk dk l`tu djrk gS vkSj miHkksx ds le; dks izHkkfor djrk gSA ifjogu lEcU/kh fu.kZ; ysrs
le; LVkWd ,oa Hk.Mkj ;k xksnke fLFkfr;ksa dks /;ku esa j[kuk t:jh gksrk gSA blds vfrfjDr eky dh lqiqnZxh lgh le;
ij lgh le; esa] lgh gkyr esa] U;wure ykxrksa ij djus ds fy, ifjogu lEcU/kh lqfo/kkvksa ,oa lk/kuksa ij LokfeRo fdldk
gks] bl ij Hkh fopkj fd;k tkuk t:jh gksrk gSA bl n`f"V ls D;k Lo;a ds ifjogu lk/ku gksus pkfg, ;k ifCyd lkèkuksa
dk iz;ksx fd;k tkuk pkfg,] ;g fu.kZ; vDlj cM+h&cM+h laLFkkvksa dks ysuk iM+rk gSA ifjogu fu.kZ; ysrs le; ;g r;
djuk iM+rk gS fd jsy] lM+d] ok;q] vFkok ty ekxZ ls eky igq¡pk;k tk;sA ifjogu lk/ku dk p;u xzkgd&vkns'k&iw£r
esa yxus okys le; rFkk HkkM+s dh jkf'k dks /;ku esa j[k dj fd;k tkuk pkfg,A
4. lkexzh gLFku fu.kZ;
(Materials Handling Decisions)
lkexzh gLFku lEcU/kh fu.kZ; ysrs le; izcU/kdksa dks lkexzh lqj{kk] gLFku O;;ksa] gLFku esa yxus okys le;] isdst fMtk;u]
mBkus ;k j[kus esa lqfo/kk vkfn vusd ckrksa dks /;ku esa j[kuk pkfg,A vk/kqfud rduhdksa ,oa midj.kksa ds iz;ksx ds tfj;s
gLFku vko';drk ,oa ykxr dks de ls de fd;k tkuk pkfg,A
vkns'k lEcU/kh fu.kZ; m
o
5.
(Decisions Relating to Orders)

.c
bu fu.kZ;ksa esa eq[;r% vkns'k vkdkj rFkk vkns'k iw£r fof/k lEcU/kh fu.kZ;ksa dks lfEefyr fd;k tkrk gSA vkns'k vkdkj

a
lEcU/kh fu.kZ; ifjogu lk/ku] ifjogu ykxr] foØ; NwVksa vkfn dks izHkkfor djrs gSaA vkns'k iw£r lEcU/kh fu.kZ; bl ckr
ls lEcU/k j[krs gSa fd vknsf'kr eky mfpr le; esa xzkgdksa rd igq¡p tk;s rkfd laLFkk dh [;kfr esa o`f) gks lds vkSj

m
izfrLi/khZ laLFkk,¡ gekjh vksj lqiqnZxh esa gksus okys foyEc dk ykHk u mBk ldsaA

a
n
y
d
u
t
S
foi.ku lapkj lafeJ ;k lao/kZu lafeJ 249

v/;k;&15
foi.ku lapkj lafeJ ;k lao/kZu lafeJ
(Marketing Communication Mix Or Promotion
Mix)
^foi.ku lapkj* ls vk'k; mu lapkjksa ls gS tks fd mRikndksa] fuekZrkvksa] Fkksd O;kikfj;ksa] QqVdj O;kikfj;ksa] ,stsfUl;ksa ,oa
miHkksDrkvksa ds e/; oLrqvksa vkSj lsokvksa ds foi.ku gsrq lEiUu fd;s tkrs gSaA foi.ku lapkjksa dk izeq[k dk;Z O;fDr;ksa vFkok
y{; cktkjksa dks leLr vko';d tkudkjh miyC/k djkuk gksrk gS] ftlls oLrqvksa ,oa lsokvksa ds foi.kkFkZ vuqdwy
okrkoj.k mRiUu gks ldsA fofy;e ystj fy[krs gSa fd foi.ku lapkj pkj izcU/kdh; mís';ksa dh iw£r djrs gSa&(i) fuekZrkvksa
izeq[kr% forjdksa ,oa miHkksDrkvksa ds chp dh nwjh dks ikVuk( (ii) laLFkk dh lao)ZukRed fØ;kvksa dks lefUor djuk(
m
o
(iii) foi.ku iz.kkyh dks xzkgdksa ,oa miHkksDrkvksa dh vko';drkvksa ds vuqdwy lek;ksftr djuk( rFkk (iv) mRiknksa dks
xzkgd&t:jrksa ds vuqdwy cukukA1 orZeku esa] bu mís';ksa dh iw£r lUrqfyr] lefUor ,oa lqxzafFkr :i ls djus gsrq

.c
^foi.ku&lapkj lafeJ* fopkj/kkjk ds vuqlj.k ij cy fn;k tkus yxk gSA vusd fo}kuksa esa ^foi.ku lapkj lafeJ* ds
LFkku ij lao/kZu lafeJ* in dk Hkh mi;ksx fd;k gSA oLrqr% ^lapkj lafeJ* ^lao/kZu lafeJ* dk vR;k/kqfud uke
gS2] tks dkQh O;kid gSA
a
gSA fczUd ,oa dsyh ds vuqlkj] ^lao/kZu lafeJ* O;fDr;ksa vkSj m
^foi.ku lapkj lafeJ* laLFkk dh lok±xh.k foi.ku jhfr&uhfr dks izHkkoh <ax ls ykxw djus esa izcU/kdksa dh lgk;rk djrk
iz.kkfy;ksa dks bl izdkj cukus ,oa izHkkfor djus dk dk;Z
djrk gS] rkfd muds vknku Ø;&izfØ;k;sa] a
(Inputs), miHkksx&Lrj ,oa iznku ifjo£rr gks ldsA fofy;e
(Outputs) 3

n
ystj Hkh fy[krs gSa fd lEo)Zu ds tfj;s ,d dEiuh cktkj vFkok foi.ku&vUrtkZy ds la?kVdksa dks míhiu iznku djrh

y
gS vkSj lwpukRed rFkk vuqu;h lUns
(Persuasive) 'k miyC/k djrh gS rkfd muds O;ogkj dks la'kksf/kr fd;k tk ldsA 4

bl izdkj] lao)Zu lafeJ vFkok lapkj lafeJ y{;&cktkjksa rd lUns'k Hkstus vkSj e/;LFkksa rFkk xzkgdksa ds Ø;&O;ogkjksa
d
dks laLFkk }kjk foif.kr fd;s tkus okys mRiknksa ds vuqdwy cukus dh fopkj/kkjk gSA fofy;e ts- LVsUVu ds vuqlkj ÞlaoèkZu

dk;ZØe ds y{;ksa rd igq¡pusu

lafeJ oS;fDrd foØ;] foKkiu] foØ; lEo)Zu ,oa vU; lEo)Zu midj.kksa dh og nko&isp iw.kZ la;kstu gS tks foØ;

^foi.ku lapkj lafeJ* t

esa enn djrk gSAß

S ds la?kVd rÙoksa esa izeq[kr% foKkiu] oS;fDrd foØ;] foØ; lEo)Zu rFkk tu&lEcU/kksa dks
lfEefyr fd;k tkrk gSA ^foi.ku lapkj lafeJ* ,oa foi.ku lapkjksa dh izfØ;k dks fuEu fp=k
5
}kjk le>k tk ldrk
30.1
gS%

1
William Lazer, op. cit., 348.
2
Lipson and Darling, op. cit., p. 725.
3
Edward L. Brink and William T. Kelley, “The Management of Promotion.” 1963, pp. 15-48.
4
William Lazer, p. 344.
5
;s la?kVd rÙo foi.ku lapkjksa dh izfØ;k esa lUns'k&izokfgdkvksa dk dk;Z djrs gSaA bUgsa lapkj lk/ku Hkh dgk x;k gSA
250 foi.ku ds fl)kUr

foØ; laxBu

lans'k çs"k.k okfgdk;sa vFkok

lapkj lafeJ la?kVd

foKkiu tu laca/k

çfrlaHkj.k
çfrlaHkj.k
oS;fäd foØ;
foØ; lao/kZu

lans'k xzg.k

e/;LFk y{; cktkj [k.M

vFkok miHkksDrk

fp=k 15.1: foi.ku lapkj lafeJ ,oa lapkj izfØ;k m

foi.ku lapkj lafeJ ds izeq[k la?kVdksa dk foospu fuEukuqlkj gS6& o
1-
.c
oS;fDrd foØ; (Personal Selling): ^oS;fDrd foØ;* foi.ku lapkj lafeJ dk ,d izHkkoh] fdUrq vR;f/kd

a
[kphZyk la?kVd gSA fyilu ,oe~ Mk²yx us fy[kk gS fd oS;fDrd foØ; ds O;;ksa ds vuqeku crykrs gSa fd
O;fDrxr foØ; izLrqrhdj.kksa ij leLr lao)Zu O;;ksa dk yxHkx 55% Hkkx O;; gksrk gSA6 brus ij Hkh ;g vU;

m
la?kVdksa dh rqyuk esa izR;{k ,oa vuqu;h lapkjksa ds fy, lokZf/kd mi;qDr ekuk x;k gSA lkekU;r;k] oS;fDrd
foØ; ds vUrxZr Øsrk&foØsrk vkeus&lkeus jg dj okrkZ djrs gSa] ftlls ijLifjd izfrfØ;kvksa dks Hkyh izdkj
a
tkuk tk ldrk gS vkSj lans'kksa dks lek;ksftr fd;k tk ldrk gSA fofy;e ystj Hkh bl la?kVd ds egRo dks

n
Lohdkjrs gq, fy[krs gSa fd oS;fDrd foØ; lkSnk djus vFkkZr~ foØ; djus ds pj.k ij lokZf/kd izHkkoh jgrk
gSA ;g ykspiw.kZ la?kVd gS] tks f}ekxhZ; lapkj dh O;oLFkk miyC/k djrk gS rkfd fof'k"V foØ;&vko';drkvksa
y
ds vuqdwy lapkj fd;k tk ldsA7 oS;fDrd foØ; dks ;|fi rqyukRed n`f"V ls vkS|ksfxd oLrqvksa ds foi.ku

d
esa vf/kd mi;ksxh ekuk x;k gS] fQj Hkh O;kid iSekus ij vR;f/kd :i ls foKkfir ,oa lao£)r miHkksDrk&oLrqvksa
ds foi.ku esa ;g ,d fof'k"V Hkwfedk fuHkkrk gSA8 bl la?kVd dh lcls izeq[k lhek ;g gS fd vusd ckj ;g
u
ykxr vFkok le; ds dkj.k vO;kogkfjd cu tkrk gSA9
2- t
foKkiu (Advertising): ^foKkiu* foi.ku lapkj lafeJ dk izekfir] vYi lek;ksT; ,oa voS;fDrd lapkj
S
la?kVd gS9] tks O;kid iSekus ij nwj&nwj fc[kjs gq, fo'kky xzkgd&lewg rd foi.ku lans'k igq¡pkrk gSA ;g
la?kVd ,dy&ekxhZ; lapkj dh O;oLFkk djrk gSA miHkksDrk&oLrqvksa ds foi.ku esa ;g la?kVd egÙoiw.kZ Hkwfedk
fuHkkrk gSA oS;fDrd foØ; ij gksus okys O;;ksa dh vis{kk bl la?kVd ij de O;; gksrs gSaA fyilu ,oe~ Mk²yx

5
oS;fDrd foØ;] foØ; lEo)Zu rFkk foKkiu la?kVdksa dk fo'kn foospu blh [k.M ds vxys v/;k;ksa esa fd;k x;k gSA
6
Lipson and Darling, op. cit., p. 734.
7
W. Lazer. op. cit., p. 377.
8
Cundiff, Still and Govoni, op. cit., p. 265.
9
W. Lazer, above cited. p. 377.
10
Ibid., p. 352.
foi.ku lapkj lafeJ ;k lao/kZu lafeJ 251

us fy[kk gS fd lapkj lafeJ ij gksus okys dqy O;;ksa dk 40% Hkkx foKkiu ij O;; gksrk gSA11 ;g lapkj la?kVd
oS;fDrd foØ; dk iwjd gS vkSj mlds ekxZ dks iz'kLr djrk gSA fofy;e ystj us fy[kk gS fd ÞfoKkiu ,oa
oS;fDrd foØ; iwjd vFkok lgk;d :i ls iz;qDr dh tkus okyh cktkj&lapkj fØ;k,¡ gSa] ftudh lkisf{kd
Hkwfedk dEiuh&mRiknksa] xzkgdksa ,oa cktkjksa ij fuHkZj djrh gSAß12 ,yMjlu us foKkiu ds egÙo dh leh{kk
djrs gq, ;g er O;Dr fd;k gS fd Þfoi.ku ledkyhu laLÑfr dh lajpukvksa dks cnyus dk iz;kl djrk gS
vkSj bl mís'; dh iw£r esa foKkiu ,d izkFkfed midj.k gSA----;g Lo;a esa ,d tu&dyk gS-----;g dyk gh ug°]
vfirq Hkfo";&n'kZu Hkh gSAß ;g dFku Li"V djrk gS fd foKkiu foi.ku lapkj lafeJ dk ,d 'kfDr'kkyh
la?kVd gS tks yksd&vfHk#fp;ksa ds Lrjksa dks izHkkfor djrk gS] Js"B thou ds fopkjksa dks la'kksf/kr djrk gS vkSj
lkekftd fu;U=k.k dh laLFkk ds :i esa gekjh thou 'kSfy;ksa dks izHkkfor] ifjo£rr ,oa fu;fU=kr djrk gSA13
;gh dkj.k gS fd foKkiu foi.ku {ks=k esa gh ug°] vfirq ekuo&thou ds leLr {ks=kksa esa lapkj dk izeq[k lk/ku
curk tk jgk gSA
3- foØ; lao)Zu (Sales Promotion): ^foØ; lao)Zu* ^foi.ku lapkj lafeJ* dk ,d vU; rhljk izeq[k la?kVd
gSA bls dqN fo)kuksa us ^fof'k"V lao)Zuksa* (Special Promotions) dk uke Hkh fn;k gS rkfd foKkiu] oS;fDrd
foØ; ,oa ifCyflVh ls bls i`Fkd~ fd;k tk ldsA 14 foØ; lao)Zu la?kVd foKkiuksa rFkk oS;fDrd foØ;
fØ;kvksa dks lefUor rFkk ,dhÑr djrk gS vkSj mUgsa izHkkoh cukus gsrq leFkZu iznku djrk gSA bl la?kVd ij
lkekU;r% lapkj lafeJ ij gksus okys dqN O;;ksa dk 4% Hkkx O;; gksrk gSA
m
o
fof'k"V lao)Zuksa dks izk;% nks Jsf.k;ksa esa foHkDr fd;k tkrk gS&miHkksDrk lao)Zu ,oa O;kikj lao)ZuA15 miHkksDrk
lao)Zuksa esa uewuksa] dwiuksa] eqæk&okilh izLrkoksa] dher dVkSfr;ksa] izhfe;eksa] izfr;ksfxrkvksa] Vªs¯Mx] LVsEiksa] izn'kZuh]

.c
esy vkWMZj lao)Zuksa] vkfn dks lfEefyr fd;k tkrk gSA O;kikj lao)Zuksa esa Ø; HkÙkksa] eq¶r uewuksa] okf.kT;&HkÙkksa]
lg;ksxh foKkiuksa] O;kikjh foØ; izfr;ksfxrkvksa vkfn dks lfEefyr fd;k tkrk gSA vusd laLFkk,¡ foØ;&'kfDr
a
dks vf/kdkf/kd foØ; dh izsj.kk nsus gsrq cksul] izfr;ksfxrk,¡] jsyht] lHkk,¡ vkfn lao)Zu midj.kksa dk iz;ksx
djus yxh gSaA lao)Zu&midj.kksa ds izHkko rRdky fn[kkbZ nsrs gSa mUgsa ekik Hkh tk ldrk gSA brus ij Hkh bl
m
lEcU/k esa i;kZIr 'kks/k&dk;Z ug° gks ik;k gS vkSj u gh fu.kZ;u&ekWMy rS;kj fd;s tk lds gSaA
4-
a
tu lEcU/k (Public Relations): ^tu lEcU/k* foi.ku lapkj lafeJ dk prqFkZ la?kVd gSA bl la?kVd dks

n
^ifCyflVh* ds uke ls Hkh tkuk tkrk gSA fdUrq] vusd fuxeksa ds foi.ku vf/kdkfj;ksa us bl la?kVd dks ^Ýh
ifCyflVh* ekuus dh Hk;adj Hkwy dh gS vkSj orZeku esa Hkh vusd foi.ku vf/kdkjh ;g Hkwy dj jgs gSaA vkFkZj
y
vkj- jksykeu us Li"Vr% ;g er O;Dr fd;k gS fd ^tu lEcU/k* la?kVd dks ^Ýh ifCyflVh* ds :i esa Lohdkjuk

d
vFkok viukuk ,d [krjukd izoapuk gSA17 oLrqr% ^tu lEcU/k* la?kVd dh mikns;rk dks gkfly djus ds fy,
fuxeksa ,oa O;kolkf;d laLFkkvksa }kjk tu lEcU/k foHkkxksa dh LFkkiuk dh tkuh pkfg, vkSj /kukRed :i ls
u
xzkgdksa] lekt] ljdkj] iw£rdrkZvksa] izfr;ksfxrkvksa] deZpkjh la?kksa] tSls egÙoiw.kZ oxks± ds n`f"Vdks.kksa dks izHkkfor
t
,oa ifjo£rr fd;k tkuk pkfg,A tu&n`f"Vdks.kksa dks izHkkfor djus ,oa cnyus ds fy, O;kolkf;d laLFkkvksa

S
ds foi.ku vf/kdkfj;ksa }kjk i=k&if=kdk fucU/kksa] lekpkj&dFkkvksa rFkk oS;fDrd lEidks± dk lgkjk fy;k tkuk
pkfg,A ,slk djus ij u dsoy u;s mRiknksa] uokpkjksa vkfn ds ckjs esa gh turk dks lwfpr fd;k tk ldsxk] cfYd
^fo'oluh;rk&nwjh* (Credibility gap) dks Hkh lekIr fd;k tk ldsxkA7 bl n`f"V ls tu&lEcU/k foHkkxksa ds
lapkyu dk Hkkj is'ksoj O;fDr;ksa ds dU/kksa ij Mkyk tkuk pkfg, tks fd tu&lEidZ dh dyk esa fuiq.k gSaA

11
Lipson and Darling, op. cit., p. 728.
12
W. Lazer. op. cit., p. 378.
13
Otis Pease, “The Responsibilities of American Advertising,” 1958, p. 3.
14
Lipson and Darling, above cit., p. 739; & Philip Kotler, op. cit., p. 339.
15
John F. Luick and William Lee liegler, “Sales Promotion and Modern Mercehandising.” 1968.
16
Arthur R. Rolaman, “Profitable Public Relations”, 1968. p. 2.
252 foi.ku ds fl)kUr

foi.ku esa lapkj lafeJ dk egRo

(Importance of Communication Mix in Marketing)
vkt ds ;qx esa tgk¡ viw.kZ izfr;ksfxrk gS ;k oLrq fofHkéhdj.k ds dkj.k ,dkf/kdkj gS( Øsrk ds ikl lwpuk dk vHkko gS(
rFkk mldk Lo;a dk O;ogkj vfoosdiw.kZ gS] rks ,slh fLFkfr esa Øsrk dks lwpuk nsus dk dkQh egRo gSA bl egRo dks fuEu
?kVdksa us vkSj vf/kd c<+k fn;k gS vkSj ;g vko';d dj fn;k gS fd izorZu lafeJ ;k lapkj izfØ;k vo'; gh viuk;h
tk;sA ;g ?kVd fuEufyf[kr gSa&
1- izfr;ksfxrk (Competition): vktdy ds ;qx dks izfr;ksfxrk dk ;qx dgk tkrk gS D;ksafd izR;sd {ks=k esa
izfr;ksfxrk ik;h tkrh gSA ,d m|ksx nwljs m|ksx ls izfr;ksfxrk djrk gSA ,d gh m|ksx esa cgqr&lh laLFkk,¡
gksus ds dkj.k Hkh muesa vkil esa izfr;ksfxrk gksrh gSA bl izfr;ksfxrk dk izorZu ij dkQh izHkko iM+rk gSA
vktdy fuekZrk vko';drk dh iw£r gh ug° djrk cfYd xzkgd ds euksfoKku dh iw£r djrk gSA bl izdkj
izfr;ksfxrk ls izHkkodkjh <ax ls fuiVus ds fy, izorZu dh lgk;rk gh ug° ysuh iM+rh gS cfYd ,d mi;qä izorZu
izksxzke cukuk iM+rk gSA xzkgdksa dh ek¡x rks lnk gh lqLr jgrh gSA izfr;ksxh fuekZrk dk dke ml ek¡x dks mHkkjuk
o txkuk gSA bl izdkj izfr;ksfxrk us izorZu dk;ZØe ;k lapkj lfEeJ.k dks viukus ds fy, ck/; dj fn;k
gS tks oLrqvksa ds foi.ku esa dkQh lg;ksx iznku djrk gSA
2-
m
mRikndksa vkSj miHkksDrkvksa ds chp vf/kd nwjh (Long distance between Producers and Consumers):

o
miHkksäk vkSj mRikndksa ds chp nwjh fnu&izfrfnu c<+rh tk jgh gSA izorZu ;k lapkj fØ;k,¡ bu nksuksa dks feykus

.c
esa lgk;d gksrh gSaA
3- forj.k ek/;eksa dk fodkl (Development of distribution channels): forj.k ek/;eksa dk fodkl Hkh cgqr

a
vf/kd gqvk gS vkSj fuekZrk rFkk miHkksäk ds chp dbZ dfM+;k¡ vk x;h gSaA vr% fuekZrk ds fy, ;g vko';d
gS fd og ,slh uhfr viuk;s ftlls fd mldh lwpuk,¡ le;&le; ij miHkksäk dks gh ug° feyrh jgsa cfYd

m
e/;LFkksa dks Hkh feyrh jgsaA ,d fuekZrk Fkksd foØsrk dks lwfpr djrk gS] Fkksd foØsrk QqVdj foØsrk dks vkSj

a
QqVdj foØsrk miHkksäk dksA bl izdkj forj.k ek/;eksa ds fodkl us izorZu o lapkj fØ;kvksa dk egRo c<+k
fn;k gSA
4-
n
vk£Fkd eUnh (Economic recession): vk£Fkd txr esa dqN le; ds ckn tc eUnh vkrh gS rks oLrq dh fcØh

y
cgqr de gks tkrh gSA ,slh gkyr esa izorZu o lapkj lqfo/kk,¡ gh foØ; dks cuk;s j[kus esa lgk;d gksrh gSa ftlls
foi.ku fØ;k,¡ pyrh jgrh gSaA
5- d
mPp thou&Lrj (High standard of living): vf/kd oLrqvksa dks dke esa ykuk gh mPp jgu&lgu ds Lrj dk
u
izrhd gSA izorZu mu oLrqvksa ds ckjs esa lwpuk nsrk gS ftudh tkudkjh miHkksäkvksa dks ug° gSA tc miHkksäkvksa

t
dks tkudkjh gks tkrh gS rks os mu oLrqvksa dks Ø; dj ysrs gSa tks muds thou&Lrj dks mPp cukus esa ;ksxnku

S
nsrk gSA
6- jkstxkj (Employment): ;fn oLrqvksa dh ek¡x de gksrh gS rks O;olk; dh izxfr :d tkrh gS vkSj fuekZrk
deZpkfj;ksa dh N¡Vuh djus ds fy, ck/; gks tkrk gSA izorZu ;k lapkj lfEeJ.k foØ; dks cuk;s j[kus esa lgk;d
gksrk gS ftlls jkstxkj lqfo/kk,¡ T;ksa&dh&R;ksa cuh jgrh gSa vkSj N¡Vuh djus dh vko';drk ug° gksrh gSA
7- izorZu O;; (Promotional expenses): ,d oLrq ds foi.ku O;; ml oLrq ds mRiknd O;; ls dg° vf/kd
gksrs gSaA bu foi.ku O;;ksa esa izorZu O;; Hkh 'kkfey gSaA

izorZu&feJ.k ;k lapkj lfEeJ.k dks izHkkfor djus okys ?kVd

(Factors Influencing Promotional Or Communication Mix)
,d fuekZrk dk foØ; izorZu ;k lapkj feJ.k fu.kZ; cgqr&ls ?kVdksa ls izHkkfor gksrk gSA blh izdkj dgk tk ldrk
foi.ku lapkj lafeJ ;k lao/kZu lafeJ 253

gS fd ,d fuekZrk ds izorZu <ax fdu ckrksa ls izHkkfor gksrs gSa\ ;g ckrsa fuEufyf[kr gSa&
1- oLrq dk LoHkko (Nature of the product): oLrq dk LoHkko ftl izdkj dk gksxk mlh vuq:i foØ; izorZu
o lapkj feJ.k gksxkA blh ckr dks bl izdkj Hkh dg ldrs gSa fd ml oLrq dk LoHkko izorZu&feJ.k dks izHkkfor
djrk gSA miHkksäk oLrq o vkS|ksfxd oLrq nksuksa dh uhfr;k¡ vyx&vyx gksrh gSaA ;fn miHkksäk oLrq Hkh
lqfoèkkuqlkj ;k lkSns dh oLrq ;k fof'k"V oLrq gS rks Hkh buds izorZu&feJ.k ij izHkko iM+rk gS vkSj os izHkko
vyx&vyx gksrs gSaA mnkgj.k ds fy,] ;fn oLrq lqfo/kkuqlkj oLrq gS rks ,slh oLrqvksa ds foØsrkvksa dks fuekZrk
ds foKkiu o vius Mhyj&izn'kZu ij fuHkZj jguk iM+rk gSA ,slh oLrqvksa esa oS;fäd foØ; dk egRo cgqr de
gSA bldk dkj.k ;g gS fd ,slh oLrq,¡ cgqr cM+h ek=kk esa csph tkrh gSa vkSj muesa czk.M ds izfr oQknkjh vfèkd
gksrh gSA blesa fo'ks"k izn'kZu dh vko';drk ug° gksrh gSA czk.M&oQknkjh fuekZrk foKkiu ls gh cuk;h tk ldrh
gS vkSj mlesa dqN ;ksx Mhyj&izn'kZu }kjk Hkh fn;k tk ldrk gSA
nwljh vksj vkS|ksfxd oLrqvksa esa oS;fäd foØ; o izn'kZu dk dkQh egRo gSA blesa rks izn'kZu foØ; ls iwoZ o
foØ; ds ckn Hkh djuk iM+rk gS vkSj lkFk gh foØ;&ds&ckn&lsok Hkh nsuh gksrh gSA vr% oS;fäd foØ; o
izn'kZu nksuksa dk dkQh egRo gSA
rhljh vksj ;fn oLrq dPps eky tSlh gS rks blesa oS;fäd foØ; dk ;ksx lokZf/kd gS vkSj foKkiu o izn'kZu
dh lgk;rk ukeek=k dh gSA bl izdkj oLrq dk LoHkko mlds izorZu&feJ.k dks izHkkfor djrk gSA
2- m
oLrq dk thou&pØ (Life-cycle of the product): ,d oLrq dk thou&pØ Hkh mlds izorZu&feJ.k ds lEcUèk
o
esa fu.kZ; ysus dks izHkkfor djrk gSA ,d oLrq thou&pØ ftl voLFkk esa gS mlls ;fn og nwljh voLFkk esa tkrk

.c
gS rks mldk izorZu&feJ.k gh cny tkrk gSA mnkgj.k ds fy,] ;fn oLrq ifjp; dh fLFkfr esa gS rks mlds lao)Zu
ij dkQh O;; djuk gksxk] e/;LFkksa dks oLrq j[kus o cspus ds fy, izyksHku nsuk gksxk] o oS;fäd foØ; ij Hkh

a
vf/kd /;ku nsuk gksxkA blds fy, Hkkjh foKkiu djuk gksxkA esys] izn'kZfu;k¡] uqekb'k] vkfn esa izn'kZu Hkh vfèkd
mi;ksxh jgsaxsA foKkiuksa esa oLrq ds ckjs esa lwpuk nsuh gksxh fd bl izdkj dh oLrq cudj rS;kj gks x;h gSA

m
;fn oLrq dk cktkj o`f) dh voLFkk esa gS rks blesa izfr;ksxh oLrqvksa dh 'kq:vkr gks tk;sxh vkSj u;s&u;s czk.M

a
lkeus vkus yxsaxsA ,slh fLFkfr esa foØ; lao)Zu feJ.k bl izdkj dk gksxk fd miHkksDrk esa ck.M ds izfr oQknkjh
cuk;h tk ldsA vr% oLrq ds xq.kksa dks izdk'k esa ykus dh vko';drk gksxhA blds fy, foKkiu ij vf/kd fuHkZj
n
jguk gksxk vkSj mldk mi;ksx vuqu;&midj.k ds :i esa djuk gksxkA bl izdkj ykHkksa ds fxjus dh lEHkkouk

y
esa foKkiu ij dkQh O;; djuk gksxkA

d
bl izdkj ;fn oLrq cktkj voufr dh fLFkfr esa gS rks fuekZrk dks viuk izorZu&feJ.k cnyuk iM+rk gSA D;ksafd
voufr dh fLFkfr esa ykHk ds LFkku ij gkfu gksrh gS o oLrq dh ek¡x cgqr vf/kd fxj tkrh gSA vr% fuekZrk oLrq
u
dh lekfIr dk fu.kZ; ysuk iM+rk gS vkSj foØ; lao)Zu cUn dj nsuk iM+rk gSA
3-
t
cktkj dk Lo:i (Nature of the market): fdlh oLrq ds cktkj dk LoHkko mlds lao)Zu ds <ax o mldh

S
lhek dks Hkh izHkkfor djrk gSA ;g izHkko rhu izdkj ls iM+rk gS&(i) xzkgdksa ds izdkj&fdlh oLrq ds xzkgd dbZ
izdkj ds gksrs gSa ysfdu mudks eq[;r% rhu Jsf.k;ksa esa j[krs gSa&x`g&miHkksäk] vkS|ksfxd xzkgd o e/;LFk xzkgdA
ftl izdkj dk xzkgd gksxk mlh izdkj dk izorZu&feJ.k viuk;k tk;sxkA mnkgj.k ds fy,] ;fn fdlh oLrq
ds xzkgd x`g&miHkksäk gSa rks izorZu izksxzke bl izdkj dk gksxk fd mudks vkd£"kr fd;k tk ldsA blds fy,
foKkiu dk Hkjiwj lgkjk ysuk gksxkA ysfdu ;fn oLrq vkS|ksfxd gS rks foKkiu vf/kd dkjxkj ug° gksxk cfYd
O;fäxr lEidZ o izn'kZu ykHkdkjh gksxkA blh izdkj ;fn e/;LFkksa dks vkd£"kr djuk gS rks O;fäxr lEidZ
gh de mi;ksxh gksxkA (ii) HkkSxksfyd {ks=k&;fn fdlh oLrq dk cktkj jk"Vªh; ;k vUrjkZ"Vªh; gS rks mldk
izorZu&feJ.k bl izdkj dk ug° gksxk tks ,d LFkkuh; cktkj ds fy, gksrk gSA LFkkuh; cktkj esa O;fäxr
lEidZ gksrk gS ysfdu jk"Vªh; ;k vUrjkZ"Vªh; cktkj ds fy, rks foKkiu o vU; lk/kuksa dk lgkjk ysuk iM+rk
gSA (iii) cktkj dk dsUæhdj.k&fdlh oLrq ds cktkj dk dsUæhdj.k mldh izorZu uhfr dks izHkkfor djrk gSA
254 foi.ku ds fl)kUr

mnkgj.k ds fy,] ;fn fdlh oLrq ds Øsrk ,d LFkku ij dsfUær gSa rks O;fäxr lEidZ fd;k tk ldrk gS ysfdu
;fn os fc[kjs gq, gSa rks ;g rjhdk dkjxj fl) ug° gksxk vr% blds fy, vU; rjhdk viukuk gksxkA
4- /ku dh miyC/krk (Availability of funds): fdlh Hkh O;kikj dh o`f) esa /ku dh miyC/krk ,d egRoiw.kZ ?kVd
gSA /ku dh i;kZIrrk ;k lhferrk mlds fodkl ij dkQh izHkko Mkyrh gSA ;fn fdlh fuekZrk ds foÙkh; lkèku
i;kZIr gSa rks izorZu ds fofHké lk/kuksa dk lnqi;ksx fd;k tk ldrk gSA blds foijhr] ;fn foÙkh; lk/ku lhfer
gSa rks izorZu ,d lhek esa gh fd;k tk ldrk gSA

lao)Zu ;k lapkj lafeJ fu/kkZj.k izfØ;k

(Promotion or Communication Mix Determination Process)
lao)Zu ;k lapkj lafeJ ds fu/kkZj.k ls vk'k; ;g fuf'pr djus ls gS fd lao)Zu ds la?kVdksa (Components) ds chp dSlk
vkuqikfrd la;kstu gks fd foi.ku dk;ZØe okafNr ifj.kke miyC/k dj ldsA lao)Zu lafeJ dk fu/kkZj.k ,d dfBu dk;Z
gS D;ksafd la;kstu ls iwoZ lao)Zu la?kVdksa ds la;kstuksa ds izHkkoksa dks ug° ekik tk ldrkA bl dk;Z dks lEiUu djus
gsrq fuEu izfØ;k dks viuk;k tkuk pkfg,&
I. lao)Zu dh miyC/k oSdfYid fof/k;ksa ij fopkj djuk
(Considering the Available Alternative Promotional Methods)
m
o
lao)Zu lafeJ fu/kkZj.k izfØ;k dk ;g izFke pj.k gSA bl pj.k ij mu leLr miyC/k oSdfYid lao)Zu fof/k;ksa ij fopkj

.c
fd;k tkrk gS ftudks la;ksftr djds lao)Zu lafeJ dk fu/kkZj.k djuk gSA O;kolkf;d vuqHko crykrk gS fd foi.ku
izcU/kd ftu oSdfYid lao)Zu fof/k;ksa dk iz;ksx dj ldrs gSa muesa oS;fDrd foØ;] foKkiu] foØ; lao)Zu] vk'oklu

a
,oa lsok] izfrLi)hZ cksyh yxkuk] ikjLifjdrk (Reciprocity), tu lEidZ vkfn dks izeq[kr% lfEefyr fd;k tk ldrk
gSA
II. lao)Zu fof/k;ksa dks la;ksftr djuk
m
a
(Combining the Promotional Methods)

n
lao)Zu lafeJ fu/kkZj.k izfØ;k dk ;g f}rh; pj.k gSA bl pj.k ij foi.ku izcU/kd lao)Zu lafeJ dk Lo:i fuf'pr
djrs gSaA bl dk;Z dks djus gsrq os oSdfYid lao)Zu fof/k;ksa dks vkuqikfrd egRo ds vuqlkj la;ksftr djrs gSaA ,slk
y
la;kstu rHkh fd;k tk ldrk gS tcfd izR;sd lao)Zu la?kVd vFkkZr~ fof/k dh mi;qDrrk ij fopkj fd;k tk;s vkSj

d
vuqdwy fu.kZ; fy;s tk;saA lao)Zu lafeJ ds fofHkUu ?kVdksa esa vkuqikfrd la;kstu djrs le; vFkkZr~ lao)Zu jhfr&uhfr

u
fuf'pr djrs le; izeq[kr% fuEufyf[kr iz'uksa ij fopkj fd;k tkuk pkfg,&

t
1- oS;fDrd foØ; dc izeq[k la?kVd gksuk pkfg,\&fofy;e ts- LVsUVu ds vuqlkj fuEu voLFkkvksa esa oS;fDrd
foØ; dks izeq[krk nh tkrh pkfg,&
S
(i) tc dEiuh NksVh gks vFkok foKkiu dk;ZØe dks pykus gsrq i;kZIr /kujkf'k u gksA
(ii) tc cktkj ladsfUær gksA
(iii) tc fo'oklksRifÙk vFkok ?kfu"V lEidZ LFkkiuk gsrq foØsrk ds O;fDrRo dh t:jr gksA
(iv) tc mRikn dk bdkbZ ewY; vf/kd gks] mRikn izn'kZu dh vis{kk j[krk gks] oS;fDrd t:jrksa ds vuqlkj
mRikn dks cukuk gks ¼tSls izfrHkwfr;k¡] chek vkfn½ vFkok dHkh&dHkh [kjhnk tkrk gksA
2- foKkiu dc izeq[k la?kVd gksuk pkfg,\&LVsUVu fy[krs gSa fd fuEu voLFkkvksa esa foKkiu dks lao)Zu lafeJ
esa izeq[krk nh tkuh pkfg,&
(i) tc mRikn dk cktkj O;kid gksA
(ii) tc vusd O;fDr;ksa dks vfr'kh?kz lwfpr djuk gksA
foi.ku lapkj lafeJ ;k lao/kZu lafeJ 255

(iii) tc foKkiu volj fo|eku gksA

usby ,p- cksjMu us foKkiu voljksa dh fo|ekurk dh tk¡p gsrq tks ik¡p vk/kkj fn;s gSa] os bl izdkj gSa&
(i) mRikn ds fy, izkFkfed ek¡x izof` Ùk leFkZudkjh gksuh pkfg,A vFkkZr~ mRikn dh ek¡x o`f) ij gksuh pkfg,A
(ii) mRikn esa foHksnhdj.k ;ksX;rk gksuh pkfg, rFkk foHksnhdj.k gsrq leqfpr volj gksus pkfg,A
(iii) mRikn esa fNih gqbZ fo'ks"krk;sa gksuh pkfg, rkfd foKkiu ds tfj;s cktkj dks lwfpr ,oa izf'kf{kr fd;k
tk ldsA
(iv) 'kfDr'kkyh HkkoukRed Ø;.k&izsj.kk,¡ mRikn ds fy, fo|eku gksuh pkfg,A
(v) dEiuh ds ikl i;kZIr /kujkf'k foKkiu gsrq gksuh pkfg,A
3- QqVdj O;kikjh }kjk lao)Zu iz;Ruksa dks dc izeq[krk nh tkuh pkfg,\&fuEu n'kkvksa esa QqVdj O;kikjh ds
lao)Zu iz;Ruksa dks izeq[krk nh tkuh pkfg,&
(i) tcfd mRikn mu xq.kksa ls ;qDr gks ftudh igpku Ø; ds le; gh dh tk ldrh gksA
(ii) tcfd mRikn vR;f/kd izekfir gksA
(iii) tcfd mRikn dk Ø; Hkkouko'k fd;k tkrk gksA
(iv) tcfd cktkj bruk lhfer gks fd foKkiu rdZ fujFkZd yxrk gksA
m
(v) tcfd fuekZrk dh rqyuk esa O;kikjh dh [;kfr ,oa izflf) vf/kd gksA
o
.c
4- fuekZrk QqVdj O;kikjh lgdkjh foKkiu dks dc izeq[krk nh tkuh pkfg,\&bl lEcU/k esa LVsUVu dk fopkj
gS fd fuEu rhu iz'u egÙoiw.kZ gSa ftu ij fpUru fd;k tkuk pkfg, rkfd ;g ekywe gks lds fd fuekZrk QqVdj
O;kikjh lgdkjh foKkiu dks dc izeq[krk nh tk;s&
a
(i) ,d fuekZrk dks vius foKkiuksa esa QqVdj O;kikfj;ksa ds uke irs dc tksM+us pkfg,\

m
(ii) ,d fuekZrk dks QqVdj O;kikfj;ksa }kjk fd;s tkus okys foKkiuksa esa vius mRiknksa ds uke tksM+us ij dkSu&lh
n'kkvksa esa Hkqxrku djuk pkfg,\
a
n
(iii) ,d QqVdj O;kikjh dks dc fuekZrk ds mRiknksa dks LVksj&foKkiuksa ;k ltkoV esa LFkku nsuk pkfg,\

y
izFke iz'u ds mÙkj esa ;g dgk tk ldrk gS fd ;fn fuekZrk p;ukRed vFkok ,dkfUrd (Exclusive)
forj.k uhfr;ksa dks viukrk gks rks fuekZrk dks pkfg, fd vius foKkiuksa esa QqVdj O;kikfj;ksa ds uke&irs
d
tksM+uk pkfg, rkfd xzkgdksa dks mRikn dh miyfC/k dk LFkku ekywe gks ldsA

u
nwljs iz'u ds mÙkj esa ;g dgk tk ldrk gS fd ;fn QqVdj O;kikjh dh mRikn&iafDr ls fuekZrk vius

t
mRikn dks tqM+okuk pkgrk gks ;k QqVdj O;kikjh dh foØ;.k 'kfDr fuekZrk ls vf/kd gks rc fuekZrk dks

S
QqVdj O;kikjh }kjk fd;s x;s foKkiuksa ds O;;ksa dk Hkqxrku djuk pkfg,A
r`rh; iz'u ds mÙkj esa ;g dgk tk ldrk gS fd ;fn fuekZrk dk uke vf/kd gks ;k mRikn fuekZrk ds uke
ls fcdrk gks rks LVksj foKkiuksa ;k ltkoVksa esa fuekZrk ds uke dks LFkku fn;k tkuk pkfg,A
5- D;k QqVdj O;kikj lao)Zu vko';d gS tcfd fuekZrk foKkiu vFkok oS;fDrd foØ; ij cy ns jgk
gks\&LVsUVu fy[krs gSa fd fuekZrk }kjk foKkiu vFkok oS;fDrd foØ; ij cy nsus ds ckotwn Hkh QqVdj O;kikjh
lao)Zu (Retailer Promotion) vko';d gSA oLrqr% ;g fuekZrk ds foKkiu ,oa oS;fDrd foØ; iz;klksa dks izHkkoh
cukrk gSA mnkgj.k ds fy, O;kikjh&foKkiu (Dealer Advertising) fuekZrk ds jk"Vªh; foKkiu dk iwjd cu
tkrk gSA QqVdj O;kikjh lao)Zu LFkkuh; cktkj esa fuekZrk ds izos'k dks lqxe cuk nsrs gSaA QqVdj O;kikjh lao)Zu
fjekbUMj dk dk;Z djrs gSa vkSj miHkksDrkvksa dh Ø;.k&Hkkouk dks izksRlkfgr djrs gSaA Lo&lsok ds vk/kkj ij
pyus okys QqVdj HkUMkjksa esa mRikn dks cspus ds fy, O;kikjh izn'kZu (Dealer Displays) egÙoiw.kZ Hkwfedk fuHkkrs
gSaA vr,o QqVdj O;kikjh lao)Zu dks lao)Zu lafeJ esa mi;qDr LFkku ml voLFkk esa Hkh fn;k tkuk pkfg, tcfd
256 foi.ku ds fl)kUr

fuekZrk jk"Vªh; foKkiuksa dk lgkjk ys jgk gks vFkok oS;fDrd foØ; ij cy ns jgk gksA
6- D;k QqVdj foØsrk ds fy, foKkiu djuk t:jh gS tcfd og oS;fDrd foØ; ij cy nsrk gks\&bl iz'u
ds mÙkj ds lEcU/k esa LVsUVu fy[krs gSa fd dqN n'kkvksa esa ml QqVdj foØsrk ds fy, foKkiu dks lao)Zu lafeJ
esa LFkku nsuk t:jh gS tks fd oS;fDrd foØ; fof/k dks viukrk gSA foKkiu oS;fDrd foØ; dks izHkkoh rFkk
lqxe cuk;sxk vkSj xzkgdksa dks LVksj rd vkÑ"V djsxkA blds vfrfjDr tks mRikn Å¡ph dher okys gksa vFkok
dHkh&dHkh [kjhns tkrs gksa muds foØ; ds fy, fdlh u fdlh lao)Zu iz;Ru dk lEiUu gksuk t:jh gSA bl
n`f"V ls foKkiu vf/kd lg;ksxh gks ldrk gSA
7- D;k ek¡x ds vf/kd gksus vFkok {kerk ls ijs gksus ij Hkh lao)Zu fØ;k,¡ pkyw j[kh tkuh pkfg,\&ml voLFkk
esa Hkh tcfd ek¡x iw£r ls vf/kd gks] lao)Zu fØ;kvksa dks pkyw j[kk tkuk pkfg,A dkj.k fd Øsrkvksa dh czkaMfu"Bk
cnyrh jgrh gS vkSj u;s Øsrk rHkh izkIr gks ldrs gSa tcfd mudks mRikn dh tkudkjh gksA blds vfrfjDr
ek¡x ds Hkkjh gksus ij u;s izfrLi/khZ Hkh cktkj esa izos'k djrs gSa vkSj izfrLi/kkZ dk lkeuk djus ds fy, Hkh lao)Zu
fØ;kvksa dh t:jr gksrh gSA foi.ku izcU/k pkgs rks foKkiu lans'k dks ifjo£rr dj ldrs gSa vkSj laLFkkxr ;k
vizR;{k dk;Zokgh foKkiu fof/k dks viuk ldrs gSaA fdUrq fdlh u fdlh :i esa ek¡x ds vf/kd gksus ij Hkh
foKkiu vFkok vU; lao)Zu fØ;kvksa dk lg;ksx fy;k tkuk Js;"dj jgrk gSA
lao)Zu lafeJ gsrq fofu;kstu djuk
m
III.
(Making Appropriations for Promotion Mix)
o
lao)Zu lafeJ fu/kkZj.k izfØ;k dk ;g r`rh; pj.k gSA bl pj.k ij lao)Zu lafeJ ij fdruk /ku O;; fd;k tk;sxk]

.c
bldk fu/kkZj.k fd;k tkrk gSA ,slk fofu;kstu lao)Zu lafeJ ds Lo:i ij Hkh fuHkZj djrk gS vkSj lao)Zu lafeJ dk
Lo:i Hkh miyC/k dks"kksa dh ek=kk ls izHkkfor gksrk gSA fdUrq fo}kuksa ,oa vuqHkoh O;fDr;ksa dk fopkj gS fd lao)Zu lafeJ
a
ds fy, fofu;kstu djrs le; izcU/kd dks pkfg, fd og mRikn ykxrksa ij lao)Zu dk;ZØe ds iM+us okys izHkkoksa dks
/;ku esa j[ksA
m
orZeku esa] vusd dEifu;k¡ vfHko`f)r Lrjksa ij lao)Zu fofu;kstu gsrq fo|qr dEI;wVlZ] xf.krh; ekWMYl] lafØ;k vuqlaèkku
a
fof/k;k¡] nh?kZdkyhu ctV vkfn rjhdksa dk iz;ksx djus yxh gSaA brus ij Hkh foi.ku izcU/kdksa dks ;g rF; /;ku esa j[kuk

n
pkfg, fd lao)Zu ctV ds ckjs esa fy, tkus okys fu.kZ;ksa esa ^Hkwy rFkk lq/kkj* (Trial and Error) dk rRo vf/kd jgrk gSA

y
blfy, izcU/kdksa dks pkfg, fd os fofu;kstu djrs le; fuEu lkekU; fu"d"kks± dks vo'; gh /;ku esa j[ksa&
NksVh dEiuh lkekU;r% cM+h dEiuh dh rqyuk esa lao)Zu ij viuh fcØh dk vf/kd Hkkx O;; djrh gSA
d
(i)
(ii) cM+h dEiuh NksVh dEiuh dh rqyuk esa vf/kd :i;k O;; djrh gS vkSj Js"B ifj.kke izkIr djrh gSA
(iii) u
u;s mRikn LFkkfir mRiknksa dh rqyuk esa vf/kd lao)Zu O;;ksa dh vis{kk j[krs gSaA
(iv) t
,d u;h dEiuh iqjkuh dEiuh dh rqyuk esa vf/kd O;; djrh gSA
S
O;ogkj esa] lao)Zu fofu;kstu gsrq izeq[kr% fuEu fof/k;k¡ dke esa yh tkrh gSa&
1- vk; fof/k (Income Method): bl fof/k dh ekU;rk ;g gS fd laLFkk dh vk; dk ,d fuf'pr izfr'kr Hkkx
lao)Zu dk;ZØeksa ij O;; fd;k tkuk pkfg,A bl fof/k esa fcØh ds c<+us ds lkFk&lkFk lao)Zu O;; Hkh c<+rs
gSa vkSj fcØh ds de gksus ij lao)Zu O;; Hkh de gksrs pys tkrs gSaA dHkh&dHkh bl fof/k ds vUrxZr foxr ;k
Hkkoh fcØh dh izfr bdkbZ ds fy, fuf'pr lao)Zu /kujkf'k Hkh r; dh tkrh gSA dqN laLFkk,¡ foxr dh fcØh
vFkok vuqekfur Hkkoh fcØh dks /;ku esa j[kdj mudk ,d fuf'pr izfr'kr Hkkx Hkh lao)Zu O;;ksa ds fy, r;
djrh gSaA ;g fof/k dkQh ljy gS vkSj izpfyr gSA fdUrq] bl fof/k dk lcls cM+k nks"k ;gh gS fd ;g lEo)Zu
O;;ksa dks fcØh dk ifj.kke ekurh gS tcfd fcØh lEo)Zu O;;ksa dk ifj.kke gksrh gSA bl fof/k dk vU; nks"k
;g gS fd fxjrh gqbZ fcØh dh voLFkk esa tc vf/kd lEo)Zu iz;Ruksa dh t:jr gksrh gS rc mUgsa de djuk iM+rk
gS D;ksafd lEo)Zu ctV vk; ;k fcØh esa deh gksus ds lkFk de gksrk pyk tkrk gSA
foi.ku lapkj lafeJ ;k lao/kZu lafeJ 257

(ii) leLr dks"kksa ds iz;ksx dh fof/k (Use All Funds Method): bl fof/k dks lkekU;r;k u;h dEifu;k¡ viukrh
gSa vkSj ftruh Hkh /kujkf'k miyC/k gksrh gS mls lEo)Zu iz;Ruksa ij [kpZ djus dh dksf'k'k dh tkrh gSA bl fofèk
dks vf/kd Js"B ug° ekuk x;k gS D;ksafd ,d ckj esa gh bruh /kujkf'k [kpZ djuh gksrh gS fd vxys ik¡p o"kks±
;k blls Hkh vf/kd dh vof/k ds fy, lEo)Zu ctV cukuk lEHko ug° gks ikrk gSA
(iii) izfrLi/kkZ vuqxeu fof/k (Follow Competition Method): bl fof/k ds vUrxZr lEo)Zu fofu;kstu gsrq
mruh /kujkf'k O;; dh tkrh gS ftruh fd izfrLi?khZ dj jgs gSaA bl fof/k dks vPNk ug° ekuk x;k gS D;ksafd
;g fof/k laLFkk dh fof'k"V t:jrksa ,oa okrkoj.kkRed fHkUurkvksa dh mis{kk djrh gSA
(iv) dk;Z ;k mís'; fof/k (Task or Objective Method): bl fof/k dks loZJs"B ekuk x;k gSA blesa lEo)Zu O;;ksa
dk fu/kkZj.k lEo)Zu dk;ZØeksa ds mís';ksa dks /;ku esa j[kdj fd;k tkrk gSA bl fof/k dks 'Build up' fof/k ekuk
;xk gSA orZeku esa bl fof/k dks dEifu;k¡ vusd :iksa esa viuk jgh gSaA bl fof/k dks viukus okyh dEifu;k¡ lcls
igys lEo)Zu mís'; fuf'pr djrh gSA rnqijkUr dk;ZØe dk fu;kstu djrh gS vkSj vfUrer% ml dk;ZØe dh
ykxr dh x.kuk djrh gSA ;g ykxr gh lEo)Zu fofu;ksftr ekuk tkrk gSA
lao)Zu lafeJ dk iz;ksx ,oa mldh izHkko'khyrk dk ewY;kadu
(Use of Promotion Mix and Evaluation of its Effectiveness)

m
lEo)Zu lafeJ fu/kkZj.k izfØ;k dk ;g vfUre pj.k gSA bl pj.k ij foi.ku izcU/k fu/kkZfjr lEo)Zu lafeJ dks fØ;kfUor

o
djds mldh mldh izHkko'khyrk dk ewY;kadu djrs gSa rkfd okafNr la'kks/ku fd;s tk ldsaA fdlh çnÙk lEo)Zu lafJ
dh çHkko'khyrk dk ewY;kadu djuk dkQh dfBu dk;Z gksrk gSA mnkgj.k ds fy, ;fn dksbZ mRikn ,slk gks ftldh ;wfuV

.c
dher T;knk gks vkSj dHkh&dHkh gh mls [kjhnk tkrk gks rks ,sls mRikn ds lEo)Zu gsrq viuk;h x;h lafeJ dh
izHkko'khyrk ds ewY;kadu esa dkQh le; yxrk gS vkSj ;g r; djuk dfBu gks tkrk gS fd oS;fDrd foØ; us fcØh esa
a
fdruk ;ksxnku fn;k gS vkSj foKkiu vFkok vU; lEo)Zu midj.kksa us fdruk izHkko'khyrk dk ewY;kadu djus ds fy,

m
lEHkor% vuqla/kku fof/k;ksa dk iz;ksx fd;k tkuk pkfg,A
iqufoZyksdu iz'u
1. a
What do you mean by the "Marketing Communication Communications Mix" Concept? Describe the

n
main Components of Marketing Communications Mix.

y
^foØ; lapkj lafeJ* fopkj/kkjk ls vki D;k le>rs gSa\ foi.ku lapkj lafeJ ds izeq[k la?kVdksa dk mYys[k
dhft,A
2. d
Explain the 'Promotion Mix Determination Process' and discuss those factors which effect the Promotion
Mix.
u
t
^lao)Zu lafeJ fu/kkZj.k izfØ;k* dks le>kb;s vkSj crkb;s fd lao)Zu lafeJ dks dkSu&dkSu ls ?kVd izHkkfor
djrs gSaA
S
258 foi.ku ds fl)kUr

v/;k;&16
foKkiu
(Advertising)
foKkiu dk vFkZ ,oa mldh ifjHkk"kk,¡
(Meaning and Definitions of Advertising)
vaxzsth Hkk"kk dk Advertising 'kCn ysfVu ds Advertere 'kCn ls mRiUu gqvk gS] ftldk vFkZ ^eksM+us* (to turn to) ls gksrk
gSA O;kolkf;d ykxr esa Advertising 'kCn dk vFkZ xzkgdksa dks fof'k"V oLrqvksa ,oa lsokvksa dh vksj muds ckjs esa tkudkjh
nsdj eksM+us ls fy;k tkrk gSA oLrqr% foKkiu ,d ,slh O;kid lapkj fØ;k gS] ftlds }kjk u;s xzkgdksa dk fuekZ.k ,oa
fo|eku xzkgdksa dks LFkk;h cuk;k tkrk gSA
m
o
vusd fo}kuksa us foKkiu ds vFkZ dks Li"V djus ds fy, vusd ifjHkk"kk,¡ nh gSaA dqNsd ifjHkk"kk,¡ bl izdkj gSa%

.c
1- yLdj (Laskar) ds vuqlkj] ÞfoKkiu eqæ.kkRed foØ; dyk gSAß
2- gky (S.R. Hall) ds vuqlkj] ÞfoKkiu fyf[kr] eqfær ;k fpf=kr foØ;&dyk gS vFkok fyf[kr ,oa eqfær 'kCnksa

3-
;k fp=kksa ds ek/;e ls lwpuk izlkj.k gSAß
a
lh- ,y- ckW¯yx (C.L. Bolling) ds vuqlkj] ÞfoKkiuksa dks oLrq ;k lsok dh ek¡x mRiUu djus dh dyk dgk
tk ldrk gSAß1
m
4-
a
Ýsad izslczh (Frank Presbery) ds vuqlkj] Þeqfær] fyf[kr] ekSf[kd vFkok js[kk&fpf=kr foØ;dyk foKkiu
gSAß2
5- n
th- ch- xkbYl (G.B. Giles) ds vuqlkj] ÞfoKkiu lapkj dk og vO;fDrxr Lo:i gS] ftldk y{;
y
vko';dh; :i ls xzkgdksa ,oa lEHkkfor xzkgdksa ¼ftuesa e/;LFk rFkk forj.k dh fofHkUu Jà[kyk;sa Hkh lfEefyr

d
gksrh gSa½ dks igpkuh gqbZ laLFkk] oLrq ;k lsok ds izfr leFkZ izof` Ùk dks viukus ds fy, izksRlkfgr djuk gSAß 3

u
6- vesfjdu ekdsZ¯Vx ,lksfl;s'ku ds vuqlkj] ÞfoKkiu ,d vfHkKkr foKkiudrkZ }kjk vO;fDrxr :i ls
fopkjksa] oLrqvksa ;k lsokvksa dks izLrqr djus ,oa lEo)Zu djus dk ,slk izk:i gS] ftlds fy, foKkiudrkZ }kjk
t
Hkqxrku fd;k tkrk gSAß4

S
bl ifjHkk"kk dks mÙke ,oa iw.kZ ekuk x;k gSA blds vuqlkj ¼d½ foKkiu ,d voS;fDrd lapkj gSA ¼[k½ foKkiu
ds fy, foKkiudrkZ dks O;; djuk gksrk gSA ¼x½ foKkiu esa foKkiudrkZ turk ds lEeq[k gksrk gSA
7- LVsUVu (W.J. Stanton) ds vuqlkj] Þos leLr fØ;k;sa foKkiu dgykrh gSa tks fd lewg ds lEeq[k fdlh mRikn]
lsok ;k fopkj ds ckjs esa [kqys :i ls voS;fDrd rkSj ij ekSf[kd ;k n`';kRed lUns'k ¼ftls foKkfir lUns'k
1
“Advertising can be described as the art of creating a demand for an article or a service.”
—C.L. Bolling
2
“Printed, written, spoken or a graphic salesmanship..........advertising.”
—Frank Presbery
3
G.R. Giles, op. cit., p. 72.
4
“Advertising is and paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.”
—AMA
foKkiu 259

Advertisement dgk tkrk gS½ ,d ;k vusd lk/kuksa }kjk izLrqr djrh gS vkSj ftlds fy, vfHkKkr foKkiudrkZ
}kjk Hkqxrku fd;k tkrk gSA5
oLrqr% ;g ifjHkk"kk vesfjdu ekdsZ¯Vx ,lksfl,'ku }kjk nh xbZ ifjHkk"kk ij ,d lq/kkj gSA ;g ifjHkk"kk ^foKkiu*
rFkk ^foKkiu lUns'k* esa Hkh vUrj Li"V djrh gS tks fd vU; ifjHkk"kk;sa ug° djrh gSaA bl ifjHkk"kk ds vuqlkj
‘Advertisement’ foKkiu lUns'k ek=k gksrk gS vkSj ‘Advertising’ lUns'k dks rS;kj djus ,oa okafNr cktkj rd
igq¡pkus dh izfØ;k gksrh gSA
ljy 'kCnksa esa ^foKkiu ewyr% lapkj izfØ;k gS] ftlesa ,d fuf'pr foKkiudrkZ voS;fäd lk/kuksa ,oa lEidks±
}kjk turk dks oLrqvksa ,oa lsokvksa ds ckjs esa tkudkjh nsrk gS rFkk mUgsa Ø; djus gsrq izksRlkfgr djrk gSA bl
izfØ;k dk O;; Hkkj foKkiudrkZ ogu djrk gSA*

foKkiu dh fo'ks"krk,¡
(Characteristics of Advertising)
foKkiu dh mi;qZä ifjHkk"kkvksa ds foospu ls Li"V gksrk gS fd foKkiu esa fuEufyf[kr fo'ks"krk,¡ gksrh gSa%
1- O;kid lapkj dk izk:i& foKkiu u dsoy lapkj dk vfirq O;kikj lapkj dk izeq[k izk:i gSA i=k] rkj]

m
VsyhQksu] oS;fäd foØ; vkfn futh ,oa lhfer lapkj ds izk:i gSa fdUrq i=k&if=kdkvksa esa izdkf'kr dgkfu;k¡]
Vsyhfotu ij [ksyk x;k ukVd] vkdk'kok.kh ij izlkfjr xhr ,oa Hkk"k.k vkfn O;kid lapkj ds izk:i gSaA
2- o
voS;fDrd lapkj&foKkiu voS;fDrd lapkj gSa] D;ksafd fn;s tkus okys lUns'k izR;{k :i ls fdlh O;fDr fo'ks"k

.c
dks ug° tkrs gSa] vfirq turk ds ,d cM+s oxZ ;k lewg dks fn;s tkrs gSaA
3- iznÙk izk:i&foKkiu dks O;kid voS;fDrd lapkj dk iznÙk izk:i ekuk x;k gS D;ksafd foKkiu dk;ks± ds fy,
a
foKkiudrkZ dks Hkqxrku djuk gksrk gSA bl fo'ks"krk ds dkj.k foKkiu ,oa izdk'ku esa vUrj mRiUu gks tkrk

m
gSA
4- fuf'pr foKkiudrkZ&izR;sd foKkiu dk ,d fuf'pr foKkiudrkZ gksrk gSA foKkiuksa dks ns[kdj] i<+dj ;k
a
lqudj mlds foKkiudrkZ dk irk yxk;k tk ldrk gS D;ksafd foKkiu [kqys :i ls fd;s tkrs gSaA ;g fo'ks"krk
foKkiu dks izdk'ku ls vyx djrh gSA
n
y
5- foLr`r ,oa Li"V vfHkO;fDr &foKkiuksa }kjk turk rd igq¡pk;s tkus okys lUns'k fofo/k jaxksa] 'kCnksa] fp=kksa vkfn
ls lqlfTtr gksrs gSa ftlls os xzkgdksa dks ,d Li"V ,oa foLr`r tkudkjh iznku djrs gSaA blfy, foKkiu dks
d
foLr`r ,oa Li"V vfHkO;fDr dk ek/;e ekuk x;k gSA
6-
u
xzkgd fuekZ.k&foKkiu dk mís'; u;s xzkgdksa dk fuekZ.k djuk ,oa fo|eku xzkgdksa dks LFkk;h cuk;s j[kuk gksrk
gSA
t
7-
S
nSfud O;kolkf;d fØ;k&foKkiu ,d O;kolkf;d fØ;k gS ftls izR;sd O;olk; dks fdlh u fdlh :i esa
fuR;izfr djuk iM+rk gS rkfd O;olk; c<+k;k tk ldsA

D;k foKkiu oLrqvksa dh ykxr c<+krk gS\

(Does Advertising Increase Cost of Products?)
loZlk/kkj.k esa ;g /kkj.kk ?kj dj x;h gS fd foKkiu oLrqvksa dh ykxr c<+krk gSA ftl izdkj xksnke O;;] etnwjh O;;]
fcØh O;; oLrq dh ykxr c<+krs gSa mlh izdkj foKkiu O;; Hkh oLrq dh ykxr c<+krs gSa ftldk izHkko vUr esa miHkksäk
ij iM+rk gSA ;g /kkj.kk mfpr izrhr ug° gksrh gSA O;ogkj esa rks foKkiu O;;ksa ls oLrq dh ykxr esa fuEu izdkj deh
vk tkrh gS&
5. W.J. Stanton, p. 377.
260 foi.ku ds fl)kUr

1- foKkiu ds dkj.k ek¡x c<+rh gS ftldks iwjk djus ds fy, QSDVjh dks iwjh {kerk ij dk;Z djuk iM+rk gSA blls
izfr bdkbZ ykxr de gks tkrh gSA
2- foKkiu djus ls dqy fcØh c<+rh gS ftlls izfr bdkbZ fcØh O;;ksa esa deh vkrh gSA
3- ek¡x c<+us ds dkj.k mRiknu o`gr~ iSekus ij fd;k tkrk gS ftlls fof'k"Vhdj.k dks c<+kok feyrk gSA blls oLrq
dh DokfyVh esa lq/kkj gksrk gS rFkk ykxr de gksrh gSA
4- foKkiu ek¡x esa ekSleh deh ds izHkko dks de djus esa lgk;d gksrk gSA blls mRiknu cuk;s j[kus esa vklkuh
jgrh gS ftlls izfr bdkbZ ykxr de gh cuh jgrh gSA
5- foKkiu ds dkj.k dPps ,oa iDds eky esa xfr'khyrk cuh jgrh gS ftlls iw¡th dk lnqi;ksx gksrk gS vkSj izfr
bdkbZ ykxr de gh cuh jgrh gSA
6- foKkiu djus ls oLrq ds lEcU/k esa fcØh O;;ksa esa deh vkrh gSA xzkgd dks vf/kd nsj rd le>kus dh vko';drk
ug° jgrh gSA
bl izdkj bu vk/kkjksa ij dgk tk ldrk gS fd foKkiu oLrqvksa dh ykxr esa deh djrk gSA

foKkiu ds mís';
(Objectives of Advertising)
m
o
orZeku ;qx ÞfoKkiu dk ;qx gSAß foKkiu vk/kqfud O;olk; rFkk okf.kT; dh /kqjh gSA orZeku O;kikj dh thou lathouh

.c
Hkh foKkiu gh gSA
1- dUolZ] áw th ,oa fepy dh jk; esa] ÞfoKkiu dk mís'; eky] lsokvksa ;k fopkjksa dks lEHkkfor Øsrkvksa ds cM+s

2-
lewgksa dks cspuk gSAß6
a
b- ,Q- ,y- czhp ds vuqlkj] ÞfoKkiu dk mís'; mRiknu ,oa forj.k dh izfr'kr ykxr esa deh djuk gSAß7
m
,d foi.ku izcU/kd }kjk foKkiu dk;ZØe cukrs le; igys mís'; fu/kkZfjr fd;s tkrs gSaA ;g mís'; vYidkfyd o
a
nh?kZdkfyd nksuksa izdkj ds gks ldrs gSaA lk/kkj.kr;k foKkiu dk nh?kZdkfyd mís'; oLrq dks cspuk o vf/kd ykHk dekuk

n
gSA ysfdu ;g mís'; cgqr O;kid gSA vr% foi.ku dk;ZØe esa fof'k"V mís';ksa dh LFkkiuk dh tkrh gSA ;g mís'; foi.ku
fLFkfr ij vk/kkfjr gksrs gSa ysfdu eq[;r;k foKkiu fuEu mís';ksa dh iw£r gsrq fd;s tkrs gSaA bUg° dks foi.ku mís'; dgrs
gSaAß
y
1-
d
lHkh foØ; dk;Z djuk (To do entire selling job): foKkiu dk mís'; foØ; dk;Z djuk gksrk gSA tSlk fd

u
ge ns[krs gSa Mkd }kjk O;kikj esa lHkh dk;Z foKkiu ds }kjk gh fd;k tkrk gSA

t
2- u;h oLrq dk vkjEHk djuk (To introduce new product): foKkiu dk nwljk mís'; u;h oLrq dh lwpuk
nsuk gS ftlls fd lEHkkfor xzkgdksa esa psruk vk tk; vkSj os ml oLrq dh czk.M ls ifjfpr gks tk;sa ftlls fd

3-
S
os mldks Ø; dj ldsaA
e/;LFkksa dks oLrq cspus ds fy, foo'k djuk (To force middlemen to handle the product): foKkiu dk
rhljk mís'; e/;LFk foØsrkvksa dks bl ckr ds fy, foo'k dj nsuk gS fd os ml fuekZrk dh oLrqvksa dks vius
;gk¡ foØ; gsrq j[ksa ftudk foKkiu fd;k tk jgk gSA ;g rHkh lEHko gS tcfd xzkgd foKkiuksa ls izHkkfor gksdj
ml oLrq dks Ø; djus ds fy, mu e/;LFk foØsrkvksa ls iwNrkN djsaA

6. “The purpose of advertising is to sell goods, services of ideas to a large group of prospective purchasers.”
—Converse, Huegy & Mitchell : Elements of Marketing, p. 639.
7. “The purpose of advertising is to reduce percentage cost of production and distribution.”
—E.F.L. Breach
foKkiu 261

4- czk.M ojh;rk cukuk (To build brand preference): foKkiu bl mís'; ls Hkh djk;k tk ldrk gS fd czk.M
ds izfr ojh;rk cu tk; ftlls fd miHkksäk mlh czk.M dks [kjhns vkSj izfr;ksfx;ksa ds fy, dfBu dj ns fd
os viuh oLrqvksa dks csp ldsaA
5- miHkksäkvksa dks ;kn fnykuk (To remind the consumers): foKkiu ds }kjk miHkksäkvksa dks Ø; djus ds
fy, ;kn fnyk;k tk ldrk gSA ;g ;kn ckj&ckj foKkiu djkdj fnyk;k tk ldrk gSA
6- ifjorZuksa ds ckjs esa lwfpr djuk (To inform about changes): foKkiu dk mís'; laLFkk dh uhfr;ksa o
oLrqvksa esa ifjorZu dh lwpuk nsus dk Hkh gksrk gSA ;g mís'; u;s ekWMy dh lwpuk nsuk] ewY;ksa esa ifjorZuksa dks
crkuk] vkfn ls lEcfU/kr gks ldrs gSA
7- izfr;ksxh foKkiuksa dks izHkkoghu djuk (To neutralize competitors’ advertising): foKkiuksa dk mís';
izfr;ksxh laLFkk }kjk fd;s tk jgs foKkiuksa ds izHkkoksa dks 'kwU; djuk Hkh gks ldrk gSA
8- fopkj;qDr Ø; djuk (To provide rationalization for buying): dqN fo}ku dgrs gSa fd Øsrk foosdghu
gksrk gSA vr% foKkiu dk mís'; Øsrk dks foosd'khy ;k fopkj;qDr cukuk gS ftlls fd og foKkiudrkZ o
izfr;ksxh laLFkkvksa dh oLrqvksa esa vUrj dj lds vkSj lcls vPNh oLrq dk pquko dj ldsA
9- Øsrkvksa dks u;s iz;ksxksa dh tkudkjh nsuk (To acquaint buyers with new uses): foKkiu dk mís'; oLrqvksa
ds u;s&u;s iz;ksxksa dh lwpuk nsuk gS ftlls fd Øsrk muls ykHk mBk ldsA
m
10-
o
e/;LFkksa o foØ;drkZvksa ds uSfrd Lrj dks mBkuk (To improve the morale of dealers and sales-
men): foKkiu dk mís'; e/;LFkksa o foØ;drkZvksa ds uSfrd Lrj dks Å¡pk mBkuk gS ftlls fd os vf/kd foØ;
dj ldsaA
.c
a
foKkiu ds mi;qZDr mís'; viw.kZ gSaA bldks bl izdkj dg ldrs gSa fd foKkiu ds mís'; mi;qZDr fyf[kr
ls dg° vf/kd gksrs gSa tks foi.ku dk;ZØe ij vk/kkfjr gksrs gSaA izks- fofy;e ts- LVk.Vu us foKkiu mís';ksa

m
dks nks Hkkxksa esa ck¡Vk gS&,d rks os tks lkekU; gSa vkSj nwljs og tks fof'k"V gSaA lkekU; esa rks os foØ; dks j[krs
gSa ysfdu fof'k"V esa (1) oS;fDrd foØ; dk;ZØe esa lgk;rk djuk( (2) Mhyj lEcU/k lq/kkjuk( (3) u;h oLrq
a
;k ewY; lwph izLrqr djuk( (4) vlH; O;fDr;ksa rd igq¡puk( (5) u;s HkkSxksfyd cktkj esa izos'k djuk( (6) m|ksx

n
dh fcØh c<+kuk( (7) oLrq ds iz;ksxksa esa o`f) djuk( (8) laLFkk dh lk[k c<+kuk( (9) LFkkukié oLrqvksa dk eqdkcyk
djuk j[krs gSaA
y
bl izdkj ge bl fu.kZ; ij vkrs gSa fd foKkiu ds mís'; cgqr ls gSa ysfdu eq[; :i ls foØ; o`f) djuk]
d
lwpuk nsuk o ykHk c<+kuk gh gSaA

u (Types
foKkiu ds izdkj
t of Advertising)
S
lkekU;rk foKkiu dks vxzfyf[kr oxks± esa foHkDr fd;k tk ldrk gSA
I. oLrqxr ,oa laLFkkxr foKkiu
(Product and Institutional Advertising)
¼v½ oLrqxr foKkiu ,d ,slk foKkiu gksrk gS ftlesa foKkiudrkZ cktkj dks mldh oLrqvksa ;k lsokvksa ds ckjs esa
lwpuk nsrk gS ftlls fd ml oLrq fo'ks"k ;k lsok dh fcØh c<+ lds vFkok czkUM dh [;kfr c<+ ldsA mnkgj.kkFkZ
^izsfLVt dqdj* dk foKkiu oLrqxr foKkiu gS D;ksafd ;g ^izsfLVt dqdj* dh fcØh dks c<+kus ds fy, fd;k x;k
gSA oLrqxr foKkiu fuEu Hkkxksa esa foHkDr fd;s tk ldrs gSa%
1- izR;{kdk;Z ,oa vizR;{kdk;Z foKkiu (Direct Action and Indirect Action Advertising): izR;{k dk;Z
foKkiu og foKkiu gS ftlesa foKkiudrkZ foKkiu ikBdksa esa 'kh?kz izR;qÙkj izkIr djus dh bPNk j[krk
262 foi.ku ds fl)kUr

gSA bl mís'; dh iw£r ds fy, foKkiuksa esa dwiu vkfn ns fn;s tkrs gSa ftUgsa foKkiu ikBdksa ls Hkjokdj
e¡xok;k tkrk gSA vizR;{k dk;Z foKkiu og foKkiu gS ftlesa foKkiudrkZ foKkiu&ikBdksa dks mldh
oLrqvksa dk LFkkbZ xzkgd cukus ,oa oLrqvksa dh ek¡x c<+kus dh bPNk j[krk gSA mnkgj.kkFkZ ^vkids cky js'ke
tSls eqyk;e gks tk;saxs] ckyksa ds laj{k.k dk vk/kqfud lk/ku] fo'oHkj esa lkSUn;Z dk izrhd u;k ^gsyks
dkLesfVd 'kSEiw* vizR;{k dk;Z foKkiu gS tks oLrqvksa ds xq.kksa ds ckjs ls lwpuk nsrs gSa vkSj nh?kZdky esa tkdj
Ø; gsrq xzkgdksa dks izksRlfgr djrs gSaA
2- izkFkfed ,oa p;ukRed foKkiu (Primary and Selective Advertising): izkFkfed foKkiu og
foKkiu gksrk gS tks lkekU; rkSj ij oLrq dh ek¡x esa o`f) djrk gS tSls% ^VSjhu fefJr diM+s O;fDrRo dks
vkd"kZd cukrs gSaA* ;g foKkiu fdlh fof'k"V fey ds cus lwrh diM+ksa dk foKkiu u djds lkekU;r;k
lwrh diM+ksa dh ek¡x dks c<+krk gSA p;ukRed foKkiu og foKkiu gS tks fd fof'k"V oLrq dh ek¡x esa o`f)
djrk gS] tSls ^vki dSls fn[kuk pkgrs gSa ;g fcUuh le>rh gSA fcUuh vkids fy, is'k djrh gS ukuk izdkj
ds eksgd Vsjhu fefJr diM+s ftlls vki volj ds vuqdwy ifj/kku igu ldsa] [kklrkSj ls vfoLej.kh;
voljksa ijA* ;g p;ukRed foKkiu gS tks fcUuh ds Vsjhu fefJr diM+ksa dh ek¡x esa o`f) djrk gSA
¼c½ laLFkkxr foKkiu ,d ,slk foKkiu gksrk gS tks foØsrk&laLFkk dh [;kfr dks c<+kus ds fy, fd;k tkrk gSA ,sls
foKkiu dk mís'; fdlh fof'k"V oLrq ;k lsok dks cspuk ug° gksrk gS] cfYd laLFkk dh tu&[;kfr dks Å¡pk djuk
m
gksrk gSA mnkgj.kkFkZ] ^Hkkjr gsoh bysfVªdYl xoZ ds lkFk viuh 22 djksM+ #i;s dh Hkwy ?kksf"kr dj jgs gSaA ,sls

o
foKkiu ds lkFk tc Hkkjr gSoh bysfDVªdYl fyfeVsM viuh izxfr dk o.kZu ¼o"kZ 1973&74 dh izxfr½ djrk
gS rks bls laLFkkxr foKkiu dgk tkrk gSA ,sls foKkiu ,d laLFkk }kjk cuk, tkus okys mRiknksa dh fcØh esa

.c
vizR;{k :i ls o`f) djrs gSaA ;s foKkiu laLFkk dh uhfr;ksa ds ckjs esa O;kikfj;ksa rFkk xzkgdksa dks lwpuk,¡ nsrs
gSaA
II. jk"Vªh; ,oa LFkkuh; foKkiu a
(National and Local Advertising)
m
¼v½
a
jk"Vªh; foKkiu os foKkiu gSa tks fd mRikndksa] Fkksd O;kikfj;ksa ,oa vU; fuekZ.kdrkZvksa }kjk jk"Vªh; Lrj ij
fd;s tkrs gSaA ,sls foKkiu oLrq fo'ks"k dh ek¡x dks mRiUu djus ,oa e/;LFkksa dh lsok;sa izkIr djus ds fd;s tkrs
n
gSaA ;s LFkku fo'ks"k ij /;ku ug° nsrs gSa cfYd oLrq ij /;ku nsrs gSaA budk dk;Z ;g ns[kuk ug° gksrk gS fd oLrq;sa

y
dkSu ls LFkku ij csph tk jgh gSa] vfirq budk dk;Z rks oLrq ds foØ; dks c<+kuk gksrk gSA ;fn mRiknd vkfn
fdlh ,d 'kgj esa Hkh foKkiu djrk gS rks ;g jk"Vªh; foKkiu dgykrk gSA
¼c½ d
blds foijhr LFkkuh; foKkiu os foKkiu gSa tks fd LFkkuh; foØsrkvksa }kjk lkekU;r;k QqVdj O;kikfj;ksa }kjk
u
LFkkuh; lekpkj i=kksa ;k vU; ek/;eksa ls fd, tkrs gSaA budk mís'; oLrqvksa dh miyfC/k ds LFkku fo'ks"k ds ckjs

t
esa lwpuk nsuk gksrk gSA ;s foKkiu fdlh fo'ks"k czkUM vkfn ij tksj ug° nsrs gSaA

S
III. miHkksDrk ,oa vkS|ksfxd foKkiu
(Consumer and Industrial Advertising)
¼v½ miHkksDrk foKkiu os foKkiu gSa tks miHkksDrk oLrqvksa ds ckjs esa miHkksDrkvksa ds fgrksa ds fy, fd, tkrs gSaA
foKkiuksa dk ,d cM+k Hkkx bUg° foKkiuksa dk gksrk gSA
¼c½ vkS|ksfxd foKkiu os foKkiu gksrs gSa tks vkS|ksfxd oLrqvksa ds ckjs esa vkS|ksfxd iz;ksDrkvksa (Industrial users)
ds fgrksa ds fy, fd;s tkrs gSaA dqN fo}ku bUgsa O;kikfjd foKkiu Hkh dgrs gSa tks O;kikj djus okyh laLFkkvksa
dks eky [kjhnus ds fy, izsfjr djrs gSaA ,sls foKkiuksa esa Ñf"k foKkiuksa] O;kikj foKkiuksa vkfn dks lfEefyr
fd;k tk ldrk gSA
foKkiu 263

IV. fuekZrk] mRiknd] e/;LFk ,oa QqVdj O;kikjh foKkiu

(Manufacturers, Producers, Middlemen and Retailers Advertising)
tks foKkiu fuekZrkvksa }kjk fd;k tkrk gS mls fuekZrk foKkiu ;k jk"Vªh; foKkiu dgk tkrk gSA tks foKkiu mRikndksa
}kjk fd;k tkrk gS mls mRikndksa }kjk fd;k x;k foKkiu dgk tkrk gSA ;g foKkiu Hkh jk"Vªh; foKkiu dgykrk gSA
e/;LFkksa }kjk fd;k x;k foKkiu e/;LFk foKkiu dgykrk gSA ,slk foKkiu jk"Vªh; ,oa LFkkuh; gks ldrk gSA QqVdj
O;kikfj;ksa }kjk fd;k x;k foKkiu QqVdj O;kikfjd foKkiu dgykrk gSA ;g LFkkuh; foKkiu dgykrk gSA
V. lgdkjh foKkiu
(Cooperative Advertising)
lgdkjh foKkiu og foKkiu gS tks fd LFkkuh; Lrj ij QqVdj O;kikfj;ksa }kjk jk"Vªh; Lrj ij foKkfir oLrq ds
izpkj&izlkj ds fy, fd;k tkrk gS vkSj ftldk O;; jk"Vªh; Lrj ds foKkiu ,oa LFkkuh; foKkiu }kjk ogu fd;k tkrk
gSA oLrqr% lg;ksxh vk/kkj ij fd;s x;s foKkiu lgdkjh foKkiu dgykrs gSaA ;s nks rjg ds gks ldrs gSaA çFke {kSfrt
lgdkjh foKkiu ,oa f}rh; yEcor~ lgdkjh foKkiuA {kSfrt lgdkjh foKkiu (Horizontal Cooperative Advertising)
,slk foKkiu gS ftlesa ,d leku oLrq ds fuekZrk ,oa mRiknd feydj foKkiu djrs gSaA Indian Tea Board ,oa
Associates Cement Company }kjk fn;s x;s foKkiu {kSfrt foKkiu ds mnkgj.k gSaA yEcor~ lgdkjh foKkiu
m
(Vertical Co-operative Advertising) os foKkiu gSa tks fd oLrqvksa ds fuekZrkvksa ,oa QqVdj O;kikfj;ksa ds }kjk lg;ksxh

o
vk/kkj ij fd;s tkrs gSaA yEcor lgdkjh foKkiuksa dks gh ik'pkR; fo}ku lgdkjh foKkiu ekurs gSa tks fd Bhd ug°

.c
D;ksafd blls lgdkfjrk dk {ks=k lhfer gks tkrk gSA
VI. vUos"kd rFkk fLFkjdrkZ foKkiu
(Pioneering and Sustaining Advertising)
a
dh ek¡x mRiUu djus okys foKkiuA tks foKkiu igys ls gh m
tks foKkiu fdlh oLrq ds fy, u;s cktkj dk fuekZ.k djrs gSa mUgsa vUos"kd foKkiu dgk tkrk gS tSls Hkkjr esa Vsyhfotu
izpfyr oLrq dh ek¡x dks fLFkj cuk;s j[kus ds fy, fd;s
tkrs gSa os fLFkjdrkZ foKkiu dgykrs gSaA
a
VII. /kDdk ,oa [k°p foKkiu
n
(Push and Pull Advertising)
y
dgSa] mUgsa ^[k°p* foKkiu dgk tkrk gSA
tks foKkiu e/;LFkksa dks eky Ø; djus ds fy, fd;s tkrs gSa] mUgsa ^/kDdk* foKkiu dgk tkrk gS vkSj tks foKkiu xzkgdksa

u foKkiu ds ykHk ,oa egRo

dks eky Ø; djus ds fy, fd;s tkrs

t(Advantages and Importance of Advertising)

S
vkt ds le; esa foKkiu ls lekt ds fHkUu oxks± dks vusdksa ykHk izkIr gksrs gSaA blhfy, vk/kqfud ;qx foKkiu ;qx dgykrk
gSA okVlu us Bhd gh dgk gS fd ge tgk¡ dg° gSa] foKkiu gekjs lkFk gSaA (Wherever we are, Advertising is with
us) baXySaM ds HkwriwoZ iz/kkuea=kh fofy;e XySMLVksu us dgk Fkk fd ÞO;olk; ds fy, foKkiu dk ogh egRo gS tks m|ksx
esa Hkki 'kfDr ;k pkyu'kfDr dk gSAß (Advertising is to business what steam is to industry propelling power) foKkiu
,oa izdk'ku dk nkok gS fd ÞeSa orZeku dh vkokt gwaA Hkfo"; dk cuk gwa rFkk Hkwrdky ds vkoj.k dk ruk gwaA eSa 'kkafr
,oa ;q) nksuksa dh dfBukb;ka leku :i ls crkrk gwaA eSa izdk'k] Kku rFkk 'kfDr gwaAß
foKkiu ds ykHkksa dks ge fuEu pkj Hkkxksa esa ckaVdj v/;;u dj ldrs gSa&
264 foi.ku ds fl)kUr

foKkiu ds ykHk (Advantages of Advertising)

mRikndksa dks ykHk miHkksDrkvksa dks ykHk
(Advantages to Producers (Advantages to Consumers)
or Manufacturers)
1- izfrLi/kkZ esa lQyrk 1- Kkuo)Zu
2- e/;LFkksa dh lqfo/kk 2- mRikn ds pquko esa lqfo/kk
3- cM+s iSekus dh ferO;;rk 3- jgu&lgu ds Lrj esa o`f)
4- [;kfr esa o`f) 4- dherksa dh tkudkjh
5- foØ;drkZvksa ds dk;Z esa ljyrk 5- rqyukRed v/;;u
6- ekax esa o`f) 6- vko';d ckrksa dk Lej.k djuk
7- mRikn esa ifjorZu dh lwpuk

m
e/;LFkksa dks ykHk lekt dks ykHk
(Advantages to Middlemen) (Advantages to Society)
1- foØ; esa lqfo/kk 1-
o
vusd O;fDr;ksa dh thfodk
2- thfodk dk LFkk;h lk/ku 2-
. c
lekt ds jgu&lgu ds Lrj esa o`f)
3-
4-
foØsrkvksa dks leFkZu ,oa izksRlkgu
fcØh esa o`f)
3-
4-
a
lekpkj i=kksa dh vk; esa o`f)
lH;rk dk fodkl
5- xzkgdksa dh lwpuk,a m- ns'k dk vk£Fkd fodkl
5
I. mRikndksa dks ykHk a
(Advantages to Producers)
n foKkiu ds dkj.k gh fuekZrk ;k mRikn izfrLi/kkZ esa
1-
y
izfrLi/kkZ esa lQyrk (Success in Competition):

d
lQyrk izkIr dj ldrk gSA lkewfgd foKkiu vLoLFk izfrLi/kkZ dk fouk'k djrk gS vkSj foKkiu O;;ksa esa cpr
djrk gSA
2- u
e/;LFkksa dh lqfo/kk (Convenience of Middlemen): foKkiu ls fuekZrk ;k mRiknd dks e/;LFk fey tkrs
t
gSa tks oLrq dks viuh nqdku ij cspus gsrq j[kus dks rS;kj gks tkrs gSaA
3-
S
cM+s iSekus dh ferO;;rk (Large Scale Economies): foKkiu ds }kjk oLrq dh ek¡x c<+ tkrh gSA ftlls
mRiknd dks mldh iw£r gsrq vius fuekZ.k dk;Z dks cM+s iSekus ij djuk iM+rk gSA Qyr% cM+s iSekus ds fuekZ.k
ds lHkh ykHk mRiknd dks fey tkrs gSa tSls mRiknu ykxr esa deh] vk/kqfud e'khuksa dk iz;ksx vkfnA
4- [;kfr esa o`f) (Increase in Goodwill): foKkiu mRiknd dh [;kfr esa o`f) djrk gSA blds dbZ ToyUr
mnkgj.k gSa tSls fgUnqLrku yhoj daiuh dh [;kfr mlds lkcqu ,oa MkyMk ?kh us cuk;h gSA fQfyIl daiuh dh
[;kfr mlds jsfM;ks o cYcksa us cuk;h gSA
5- foØ;drkZvksa ds dk;Z esa enn (Help in Salesmen’s Work): ftu oLrqvksa dk foKkiu gksrk gS mu oLrqvksa
ds foØsrkvksa dks oLrq ds laca/k esa xzkgdksa dks tkudkjh nsus dk dk;Z vklku gks tkrk gS vkSj lkFk gh vf/kd fcØh
dj fuekZrk dks ykHk igqapkrs gSaA
foKkiu 265

6- ek¡x esa o`f) (Increase in Demand): foKkiu ls fuekZrkvksa dks ,d ykHk ;g gS fd blls oLrq dh ek¡x esa
o`f) gks tkrh gSA blfy, cVZu us fy[kk gS fd ÞfoKkiu yxkrkj ek¡x dk l`tu djus esa lgk;rk djrk gSAß
7- mRiknksa ds ifjorZuksa dh lwpuk (Information about Changes in Product): foKkiu ek/;e ls fuekZrk }kjk
mRiknksa esa fd;s x;s ifjorZuksa dh lwpuk cgqr de O;; esa rFkk 'kh?kzrkiwoZd nh tk ldrh gSA
II. miHkksDrkvksa dks ykHk
(Advantages to Consumers)
1- Kkuo)Zd (Increase in Knowledge): foKkiu miHkksDrkvksa ds Kku esa o`f) dj miHkksDrk dks ykHk igqapkrk
gSA foKkiu oLrqvksa ds fofHkUu iz;ksxksa dh tkudkjh nsrk gS ftlls miHkksDrk ds Kku esa o`f) gksrh gSA
2- mRikn ds pquko esa lqfo/kk (Convenience in Choosing a Product): foKkiu miHkksDrk dks oLrq dk pquko
djus esa lqfo/kk iznku djrk gS vkSj le; dh cpr djrk gSA
3- jgu&lgu ds Lrj esa o`f) (Increase in Standard of Living): foKkiu miHkksDrk ds jgu&lgu ds Lrj esa
o`f) djrk gSA foKkiu miHkksDrk dks vf/kd oLrqvksa ds iz;ksx dks izsfjr djrk gSA ,d O;fDr ftruh vf/kd
oLrqvksa dk mi;ksx djrk gS mldk Lrj mruk gh Åapk ekuk tkrk gSA
4- dherksa dh tkudkjh (Information about Prices): lk/kkj.kr;k foKkiu esa mRiknksa dh dhersa nh jgrh gSa

m
ftlls miHkksDrk dks muds ewY;ksa dh tkudkjh gks tkrh gS mUgsa /kks[kk ug° fn;k tk ldrk gSA
5-
o
rqyukRed v/;;u (Comparative Study): miHkksDrk ?kj ij cSBs gh foKkiuksa ds vk/kkj ij mRiknksa dk
rqyukRed v/;;u dj ldrk gS vkSj mÙke mRikn dks Ø; djus dk fu.kZ; ys ldrk gSA
6-
.c
vko';d ckrksa dk Lej.k djuk (Reminds about Essential Things): foKkiu ckj&ckj fd;k tkrk gS

a
vr% og miHkksDrk dks vko';d ckrksa dk ckj&ckj Lej.k djkrk jgrk gS tSls VwFk isLV dk foKkiu nkarksa dh
lQkbZ ds fy, ;kn fnykrk gSA
III. e/;LFkksa dks ykHk
m
a
(Advantages to Middlemen)
1- foØ; esa lqfo/kk (Convenience in Selling): ftu mRiknksa dk foKkiu fuekZrk }kjk fd;k tkrk gS mudk iqu%
n
foKkiu e/;LFkksa ds fy, djuk vko';d ug° gSA mu oLrqvksa ds fy, rks Øsrk Lor% gh vkrs gSa vkSj ,sls Øsrkvksa

y
dks vf/kd le>kus dh Hkh vko';drk ug° gksrh gSA vr% muds fy, foØ; lqfo/kktud gks tkrk gSA
2-
d
thfodk dk LFkk;h lk/ku (Stable Means of Livelihood): foKkiu dh ekax esa LFkkf;Ro vk tkrk gS vkSj
mRikn ds Øsrk iwjs o"kZ Hkj feyrs jgrs gSa ftldk ifj.kke ;g gksrk gS fd e/;LFkksa dh thfodk dk LFkk;h lkèku
gks tkrk gSA u
3-
t
foØsrkvksa dks leFkZu ,oa izksRlkgu (Help and Encouragement to Sellers): foKkiu e/;LFk foØsrkvksa dks

4-
S
,d izdkj ls leFkZu ,oa izksRlkgu nsrk gS rFkk mudk dk;Z vklku cukrk gSA
fcØh esa o`f) (Increase in Sales): ftu oLrqvksa dk foKkiu gksrk gS mudh fcØh vf/kd gksrh gS ftlls
eè;LFkksa ds ykHk esa o`f) gksrh gSA
5- xzkgdksa dks lwpuk,a (Information to Customers): foKkiu xzkgdksa dks oLrq laca/kh vusd lwpuk,a nsrs gSaA
IV. lekt dks ykHk
(Advantages to Society)
1- vusd O;fDr;ksa dks thfodk (Employment to Many Persons): foKkiu esa vusd ys[kdksa] dykdkjksa] ,oa
fo'ks"kKksa dh vko';drk iM+rh gSA bu yksxksa dk isV Hkjus dk flQZ ;gh ,d lk/ku gSA blls vfrfjDr cgqr lh
,MojVkb¯tx QeZ Hkh LFkkfir gks tkrh gS ftuesa cgqr ls deZpkjh dk;Z djrs gSA ;s laLFkk,a Hkh foKkiu ls
thfodk v£tr djrh gSaA
266 foi.ku ds fl)kUr

2- lekt ds jgu&lgu ds Lrj esa o`f) (Increase in Standard of Living): foKkiu mRiknksa dk mi;ksx c<+krk
gS ftlls lekt ds jgu&lgu ds Lrj esa o`f) gksrh gSA
3- lekpkj i=kksa dh vk; esa o`f) (Increase in Income of Newspapers): lekpkj i=kksa dks foKkiu ls viuh
dqy vk; dk 75 izfr'kr feyrk gS rFkk 'ks"k 25 izfr'kr lekpkj i<+us okyksa ls feyrk gSA bl izdkj foKkiu
lekpkj i=kksa dh vk; dk ,d eq[; lk/ku gSA foKkiuksa ds dkj.k gh lekpkj i=k i<+us okyksa dks lekpkj i=k
Hkh de ewY; ij fey tkrs gSaA
4- lH;rk dk fodkl (Growth of Civilization): foKkiu ,d ns'k dh lH;rk dk fodkl djrk gS blfy, fdlh
fo}ku us dgk gS fd foKkiu dks lH;rk dk fodkl rRo dgk tk ldrk gSA
5- ns'k dk vk£Fkd fodkl (Economic Development of the Country): foKkiu ,d ns'k ds vk£Fkd
fodkl esa Hkkjh ;ksxnku nsrk gSA foKkiu ds dkj.k gh m|ksxksa dk fodkl gksrk gS rFkk u;s&u;s m|ksx LFkkfir
gksrs gSaA

foKkiu dh vkykspuk
(Criticism of Advertising)

m
lHkh foKkiudrkZ bZekunkj ug° gksrs vkSj u gks ldrs gSaA ,d tkus&ekus vesfjdu foKkiudrkZ us dqN le; igys ;g
dgk Fkk fd Hkkjr esa vPNk foKkiu fo'o ds foKkiuksa esa lcls mÙke gS] ¯drq cqjk foKkiu fo'o ds cqjs ls cqjs foKkiu
o
ls Hkh cqjk gSA foKkiu dk fu;a=k.k djuk cgqr dfBu gSA ;g vlaHko gS D;ksafd mlesa cqjkbZ D;k gS] ;g lkfcr djuk

.c
vklku ug° gSA D;ksafd tks dqN Hkh cqjk fn[kkbZ nsrk gS og foKkiu dk dsaæh; lkj (Theme) izekf.kr gks tkrk gSA foKkiu
ls gksus okys uqdlku ;k gkfu dks izekf.kr djuk vlaHko gSA foKkiu dh vkykspuk fuEu vk/kkjksa ij dh tkrh gS&
1-
a
[kjkc ,oa gkfudkjd mRiknksa dk Hkh izpkj fd;k tkrk gS (Bad & Harmful Products are also
Publicised): cgq/kk xzkgd foKkiudrkZ }kjk nh xbZ nyhyksa ds vk/kkj ij gh oLrq,a [kjhnrs gSaA xzkgd igys ,slh
m
oLrq dh [kkfe;ka ;k foKkiudrkZvksa dh bZekunkjh dk irk ug° yxk ikrsA os oLrq ds mi;ksx ds ckn gh mldh

a
[kkfe;ksa dks tku ldrs gSaA foKkiu dh rhoz vkykspuk blfy, dh tkrh gS] D;ksafd ?kfV;k ;k nks"kiw.kZ oLrqvksa

n
ds mRiknd Hkh mudk foKkiu vPNh vkSj Js"B oLrqvksa dh Hkkafr djrs gSaA
2- foKkiudrkZ dsoy foØ; esa gh :fp ysrs gSa (Advertisers are Interested only on Sales): mRiknu ds
y
ckn mRiknd dks de ls de mRiknu ykxr rks olwy djuh gh iM+rh gSA miHkksDrkvksa dks gksus okyh gkfu ;k

d
ihM+k ls mldk dksbZ laca/k ug° gksrkA blds fy, og foKkiu dk lgkjk ysrk gSA ,sls foKkiuksa ls miHkksDrkvksa

u
dks gkfu gksrh gSA

t
3- vuko';d phtsa ykbZ o foØ; dh tkrh gSa (Unnecessary Products are Sold in the Market): dbZ phtsa
tSls 'kjkc] flxjsV vkfn dk foØ; vfr'kh?kz gks tkrk gS] D;ksafd muds fy, fofHkUu izdkj ds foKkiu fd, tkrs

4-
S
gSaA dbZ yksx foKkiu esa crk, x, xq.kksa vkSj mi;ksxksa ls vkd£"kr gksrs gSa rFkk mu oLrqvksa dks [kjhn ysrs gSaA
vPNh oLrq,a cktkj ls ckgj fudky nh tkrh gSa (Good Products are taken out of the Market): xzs'ke
dk fu;e (Greysham’s Law) foi.ku esa ykxw gksrk gSA cSa¯dx dk tkuk&ekuk xzs'ke dk fu;e gS fd ÞvPNh eqæk
cqjh eqæk dks pyu ls ckgj djrh gSAß oSlk fd fu;e foif.k esa Hkh ykxw gksrk gS ¼;|fi og vYikof/k ds fy,
gh ykxw gksrk gS½ ?kfV;k fdLe dh oLrq ds fy, foKkiu ij vf/kd O;; djus ls blds foØ; esa o`f) gksrh gS
rFkk mlls vPNh fdLe dh oLrqvksa dh ekax esa deh gks tkrh gSA
5- foKkiu ds dkj.k xzkgdksa dks vf/kd dher pqdkuh iM+rh gS (Customers have to Pay High Prices
because of Advertisement): foKkiu ij fd;k x;k O;; oLrq ;k lsok dh ykxr dk ,d Hkkx cu x;k gSA
blfy, foKkiu ij O;; djus ds fy, izsj.kk izkIr gksus yxh gSA blls mRikn ;k lsok dh ykxr esa izR;{k o`f)
gksus yxh gS ftlls foØ; ewY; esa o`f) gks tkrh gSA ;g fu:fir rF; gS fd izfr bdkbZ foØ; ewY; ftruk de
foKkiu 267

gksrk gSA foKkiu O;; izfr bdkbZ mrus gh vf/kd gks ldrs gSaA nokb;ka fo'ks"kr% xksfy;ka rFkk fe"Bku o [kk|
inkFkZ blds vPNs mnkgj.k gSaA
6- fpUg lk/ku cu pqds gSa (Symbols have become a Media): izR;sd mRikn ds mRiknd dk viuk fpUg gksrk
gSA mRikndksa ds czkaMl ds vfrfjDr Fkksd foØsrkvksa vkSj nwljs e/;LFkksa ds Hkh vius&vius fpUg gksrs gSa tks
lkekU;r;k futh fpUg dgykrs gSA bl fLFkfr esa miHkksDrk mRikndksa ds uke ug° tku ikrsA ,d ckj ;fn fdlh
czkaM dks lQyrk izkIr gks tkrh gS rFkk og cktkj esa xzkgdksa ds chp yksdfiz; gks tkrk gS] rks mlds xq.kksa esa deh
gksuh izkjaHk gks tkrh gSA QyLo:i miHkksDrkvksa dks ;k iz;ksx djus okyksa dks gkfu gksrh gSA
7- foKkiu v'yhy gks x;k gS (Advertising has become Obscene): dbZ foKkiu drkZ yksxksa dk /;ku
vkd£"kr djus ds fy, L=kh vkÑfr;ksa dks cukus yxs gSaA Qyr% fnu&izfrfnu foKkiuksa esa v'yhyrk c<+rh tk
jgh gSA bu foKkiuksa esa ge ik'pkR; ns'kksa dh udy dj jgs gSa] tgka ds lkekftd jhfr&fjokt gekjs ;gka ls
fcYdqy fHkUu gSaA ge lHkh foKkiudrkZvksa ij ;g nks"k ug° yxk ldrs ¯drq dqN gSa tks L=kh&lkSan;Z dk xyr
iz;ksx ¼'kks"k.k½ dj jgs gSa rFkk Hkkjrh; vkn'kZ ds izfrdwy dke dj jgs gSaA budk iz;kl dqN fo'ks"k foKkiu
fo'ks"kKksa ls izfr;ksfxrk dk gksrk gSA
8- foKkiu esa lR;rk\ (Truth in Advertisement?): bl ckr ij foKkiu dh rhoz vkykspuk dh tkrh gS fd
foKkiuksa esa fdruh lR;rk gksrh gS] fdruh vlR;rk gksrh gSA bldk fu'p; djuk vR;ar dfBu gSA dbZ foKkiuksa

m
esa feF;k o.kZu] v/kwjk o.kZu] xyr uke rFkk fpUg rFkk fofp=k o xyr nyhysa ¼nkos½ vkfn gksrh gSaA mnkgj.k ds
fy, nokbZ;ksa] ikSf"Vd feJ.kksa] 'kjhj cukus ds midj.kksa vkfn ds foKkiuksa esa ;g dFku fn;k gksrk gS fd Þiaæg
o
fnuksa igys og 'kkjhfjd :i ls bruk detksj Fkkß dbZ izdkj ds dacyksa] tM+h&cwfV;ksa] nokb;ksa] rFkk ckyksa

.c
dks fxjus ls jksdus dh nokvksa vkfn dk foKkiu blh izdkj dh nyhyksa ds lkFk fd;k tkrk gSA ,sls foKkiu
esa foKkfir oLrqvksa dks xyr lkfcr djus ij buke nsus dk oknk Hkh jgrk gSA

dc vkSj dgka foKkiu fd;k tk;s\ a

m
(When & Where to Advertise?)

a
dc (When): ,d iz'u] tksfd gekjs efLr"d esa mBrk gS] ;g gS fd foKkiu gesa dc djuk pkfg, rFkk fdl LFkku ij\
foKkiu dk va'knku vf/kdre rc gks ldrk gS] tc (1) Øsrkvksa dk mRikn ifjp; ¼Kku½ de gks] (2) m|ksx ds foØ;
n
dk fLFkj ;k de u gksrs gq, c<+uk] (3) mRikn ds rRo ,sls gksa ftudk Øsrk }kjk lkekU; rkSj ls voyksdu u fd;k tk

y
lds] (4) mRikn fofHkUurk ds volj 'kfDr'kkyh gks] (5) izkFkfed /;s; f}rh;d /;s; }kjk nck fn, tkrs gksaA

d
dgka (Where): foKkiu mfpr LFkkuksa ij gksrk gS tgka fd vko';d gS& (1) tgka foØ; fnu izfrfnu c<+ jgs gksa]

u foKkiu dk;Z dSls fd;k tk;s\

(2) ogka] tgka foØ; ds c<+us ds vf/kd volj gksaA

t
S (How to Advertise?)
foØsrkvksa }kjk vPNs 'kkafriw.kZ foØ; esa lQyrk izkIr djus ds fy, foKkiu ,d 'kL=k gSA izca/k }kjk foKkiu dh lgh
fof/k dks tkuuk pkfg,A lQy foKkiu ds fy, dqN fl)kUrksa dh eq[; ckrksa ij fopkj djuk pkfg,A tSls (1) foKkiu
izHkko'kkyh gksA 2- okLrfod mRikn rFkk ml mRikn esa ftldk foKkiu fd;k x;k gS] lekurk gksuh pkfg,A
jhoj jkslj (Reever Roser) ds vuqlkj foKkiu izR;sd ikBd ls ;g vko'; dgs fd Þbl mRikn dks [kjhfn, ftlls
vkidks fof'k"V ykHk izkIr gksxkßA8
izHkko'kkyh foKkiu ds fy, gesa ,d mfpr izfØ;k dk vuqlj.k djuk iM+sxkA izfØ;k ds pj.k fuEu izdkj gks ldrs gSa&
1- foKkiu ds mís';ksa dks fuf'pr djukA
8. Reever Roser, “Reality in Advertisement”.
268 foi.ku ds fl)kUr

2- foKkiu ds lans'k dks rS;kj djukA

3- foØ; izorZu ds nwljs midj.kksa ls foKkiu dh leUo;rk
4- foKkiu ctV dk fu;a=k.k
mís';ksa ds fu/kkZj.k dk] tks fd foKkiu dk izFke pj.k gS] o.kZu fiNys isjkxzkQksa esa fd;k tk pqdk gSA mís'; bl
izdkj ds cuk, tk,a rkfd mUgsa lQyrkiwoZd izkIr fd;k tk ldsA vc ge nwljs pj.k ij vkrs gSaA foKkiu ds
lans'k dk pquko Hkh izeq[k gSA

foKkiu lans'k
(Advertising Message)
foKkiu dk;ZØe esa lcls igys lans'k pquk tkrk gSA lans'k efLr"d esa bruh xgjkbZ ls igqaps fd og viuk izHkko O;fDr
ij Mky ldsaA ;g NksVk vkSj ljy rFkk mfpr 'kCnksa esa cuk gksA ;g dyk rFkk 'kCnksa ds lkFk cuk;k x;k gksA 'kCn rFkk
dyk O;fDr;ksa dks vkd£"kr djus okys gksus pkfg,A
foKkiu lans'k ds vko';d rRo
(Essential Elements of Advertising Message)
foKkiu lans'k esa fuEu rRo gksus pkfg;sa& m
1- 'kh"kZd ;k 'kh"kZd iafDr (Heading or Headline) o
.c
2- mnkgj.k (Illustration)
3- fo"k; oLrq (Body Copy)
4- a
fpUg uke rFkk mRikn dk mnkgj.k (Brand Name and Illustration of the Product)
5-
m
daiuh dk uke rFkk O;kikjh fpUg (Company Name & Trade Mark)

a
1- 'kh"kZd ;k 'kh"kZd iafDr (Heading): ;g foKkiu dk lcls dfBu rRo gSA Øsrk lcls igys fdlh foKkiu ds
'kh"kZd dks i<+rk gS mlds ckn gh fu.kZ; djrk gS fd iwjs foKkiu dks i<+k tk, ;k ug°A mRikn rFkk foKkiu
n
ds izdkj ds vuqlkj 'kh"kZd fHkUu&fHkUu gks ldrs gSaA ;s HkkokRed] mRlqdÙkko/kZd ;k izR;{k gks ldrs gSaA dqN

y
foKkiudrkZ 'kh"kZd ds fy, lek/kks"kksa (Slogans) dk iz;ksx djrs gSaA

d
mnkgj.k& ;g Hkh 'kh"kZd ds leku gh izeq[k gS 'kh"kZd dh vis{kk mnkgj.k gh dbZ ckj i<+us dks vkd£"kr djrk
gSA mnkgj.k O;fDr dks 'kh"kZd dh vksj ys tkrk gS rRi'pkr] fo"k; dh vksj@dqN foKkiudrkZ vius Lo;a ds

u
mRiknksa dk mnkgj.k nsrs gS] tcfd dqN ekWMYl dk iz;ksx djrs gSaA mnkgj.k foKkiu ds izdkj] mlds mÙkjnk;h

t
mRikn dk foKkiu djus okys ij fuHkZj djrk gSA mnkgj.k ds fy, psgjs dh Øhe ds foØ; ds fy, fn;k x;k
foKkiu LokHkkfod rkSj ls ml foKkiu ls fHkUu gksxk tks laLFkkxr ;k vkS|ksfxd mRikn ds laca/k esa gSA
2- S
fo"k; oLrq (Body Copy): ;g okLrfod lans'k gS fd ftls foKkiudrkZ crkuk pkgrk gSA 'kh"kZd vkSj mnkgj.k
i<+us okys dks fo"k;oLrq dh vksj ys tkrs gSaA fo"k; oLrq fo'ks"k jhfr ls mRikn lsok ;k la[;k dk foØ; djrh
gSA lkekU;r;k vPNs rxM+s foØ; dh ckrksa dks blesa 'kkfey fd;k tkrk gSA fo"k; oLrq foKkiu dk ,d izeq[k
rRo gSa] D;ksafd ;g ,slk rRo gS tks foKkiudrkZ dks mís';ksa ds ikus esa lgk;rk djrk gSA foKkiu ds nwljs rRoksa
esa ;g vf/kd jkspd rRo gSA mRikn ds fpUg] uke rFkk mnkgj.k dk mís'; laHkkoh xzkgd dk mRikn dks ns[kdj
igpkus tkus esa lgk;rk djuk gS rFkk fpUg ds izfr fo'okl fnykuk gSA daiuh dk uke rFkk O;kikj fpUg dk
mís'; fpUg dh igpku djuk rFkk daiuh dk fo'okl tekuk gSA
;s lHkh ikap vko';d rRo vPNs larqfyr vuqikr esa ,d vPNs foKkiu dks cukrs gSaA foKkiu rFkk foKkiu ds
izdkj ds vuqlkj foKkiudrkZ ftrus vPNs mRikn cuk lds mrus gh vPNs foKkiu ifj.kke gks ldrs gSaA
fuf'prrk gh ,d pht gS tksfd vPNs foKkiu cuk ldrh gSA
foKkiu 269

bu rRoksa ds vfrfjDr 'kCnksa dk Bhd iz;ksx] cf<+;k izn'kZu rFkk jaxksa dk pquko rFkk iz;ksx esa yk;k tkus okyk
mnkgj.k Hkh vPNs foKkiu ds fy, vko';d gSA
lek/kks"k] ukjs] fopkj rFkk galh dk egRo&fopkj foKkiu izfr dk egRoiw.kZ rRo gSA
fopkj ds foKkiu izfr ij vPNs euksoSKkfud izHkko iM+rs gSaA fopkjrRo dqN phtksa ds fy, ekax dj ldrk gSA dqN djus
ds fy, de ls de mlds laca/k esa lkspus ds fy, foo'k dj ldrk gSA djhc gksus dk oS;fDrd foØ; esa ftruk egRo
gS mruk gh bldk Hkh gSA
ukjs (Slogan): vPNs] NksVs ljy rFkk ykHknk;d 'kh"kZd okys gksus pkfg,A tSls Þczwdh gh :fp ubZ :fp (Bru taste new
taste)” 'kh"kZd ukjs mi;ksxh esa yk, x, Fks] vc muesa ls ;g ,d ukjk ;k vU; ukjs lekIr gks x, gSaA ukjs dbZ izdkj ds
gks ldrs gSaA tSls ,d og gS tks [kjhnus ;k ,d ckj dksf'k'k djus ds fy, lq>ko nsrk gS] vkSj ,d og gS tks miHkksDrkvksa
ij lsokvksa ;k mRikn xq.kksa ds nkos djrk gS ;k mUgsa fo'okl fnykrk gSA dqN vPNs ukjksa ds mnkgj.k gS& “Tinopal that
whiter best of all”, “Light up right with Red & White”, “Service is our moto”, “Airline that love you”, “Neighbours
envy owners pride”.
;fn galh (Humour) dk Hkh iz;ksx foKkiu esa fd;k tk, rks og yksxksa dks izHkkfor dj ldrk gSA bl izdkj ds foKkiuksa
esa ls ,d vPNk foKkiu dqN o"kks± iwoZ ml le; fn[kkbZ fn;k Fkk tc uhy vkeZLVªkax paæek ij mrjk FkkA foKkiu esa
m
;g fn[kk;k x;k Fkk fd ,;j bafM;k dk egkjktk ogka gS vkSj vpafHkr vkeZ LVªkax ls dg jgk gS fd Þtgka rd esjk fopkj

o
gS] vki vkeZLVªkax gSa u\ß bl izdkj ds foKkiuksa esa ;kn j[kus rFkk /kkj.kk ds ewY;oku xq.k jgrs gSa rFkk nwljs foKkiuksa

.c
dh vis{kk mUgsa vPNh rjg ;kn j[kk tk ldrk gSA

foKkiu ds ek/;e
(Media of Advertising) a
m
foKkiu esa nwljk pj.k ek/;e dk gSA blesa dkSu ls ek/;e dk iz;ksx fd;k tk, fd vf/kd ls vf/kd yksxksa rd lwpuk

a
igqap ldsA ;fn lans'k mu O;fDr;ksa rd ug° igqapk ikrk gS ftu rd fd bls igqapkuk Fkk] rks ek/;e dks cnyuk iM+rk
gSA
foKkiu ds ek/;e (Media of Advertising) n
A - izsl }kjk foKkiu B- y
?kj }kj ls ckgj C- foKkiu lkfgR; D - vU; izdkj ls foKkiu
(Press Advertising)
d foKkiu (Advertising (Other forms of Adv.)

-u
(Outdoor Advertising) Literature or Mail Adv.)

t
1- v[kckj izpkj iê
1 1- ips±] b'rgkj 1- fQYe (Films)
Newspapers) (Publicity Boards) (Handbills, Posters)
2- if=kdk;sa
(Magazines)
S 2- xkfM+;ksa ij foKkiu 2-
(Adv. on Vehicles)
x'rh&i=k
(Circular letters)
2- LØhu LykbMl
(Cinema Slides)
3- O;kikfjd tuZy 3- {ks=k fpUg 3- foojf.kdk;sa 3- jsfM;ks
,oa oxZ izdk'ku (Area Mark) (Checklists) (Radio)
(Journals)
4- fofo/k ok£"kd vkfn 4- fo|qr izdk'k fpUg 4- vU; izR;{k Mkd 4- Vsyhfotu
(Other Directory year (Electric Signs) (Other Direct Mail) Television
book, etc.)
270 foi.ku ds fl)kUr

5- vkdk'k foKkiu 5- f[kM+dh ,oa Hk.Mkj izn'kZu

(Adv. in Sky) (Window Display)
6- foKkiu O;fDr 6- izn'kZuh
(Advertising Person) (Exhibition)
izsl }kjk foKkiu
(Press Advertising)
bl Js.kh esa v[kckj] if=kdk;sa] O;kikfjd tuZy o fo'ks"kkadksa ds :i esa fudyus okys vU; ek/;e Hkh 'kkfey gSaA
1- lekpkj&i=k (Newspapers): ;s jk"Vª esa lcls cM+k vdsyk foKkiu laca/kh lk/ku gSA budk izlkj {ks=k cgqr
foLr`r gksrk gSA 'kk;n gh ns'k esa dksbZ ,slk uxj ;k dLck gks tgka dksbZ Hkh v[kckj u igqaprk gksA ;gh dkj.k
gS fd cktkjksa ds ckjs esa] tgka og foKkiu djuk pkgrk gS] foKkiu cgqr pqfuUnk gks ldrk gS ;fn og ,d lhfer
LFkkuh; {ks=k esa foKkiu djuk pkgs] rks og mi;qDr v[kckjksa dh lgk;rk ls dsoy mlh {ks=k dks izHkkfor dj
ldrk gS vkSj bl izdkj mls O;FkZ izlkj ds fy;s Hkqxrku ug° djuk iM+sxk] tSlk fd mls fdlh if=kdk ds iz;ksx
dh n'kk esa djuk iM+rk gSA pwafd v[kckj izfrfnu ;k izfr lIrkg Nirs gS] blfy;s foKkiu LFkk;h voljksa dk
ykHk vis{kkÑr 'kh?kz gh mBk ldrk gSA dqN ?kUVs iwoZ lwpuk nsdj gh og v[kckj esa viuk foKkiu fudyok
ldrk gSA izfr vko£r ykxrsa Hkh vis{kkÑr uhph gksrh gSaA m
o
fdUrq lekpkj i=kksa ds vusd nks"k Hkh gSa tSls] 1- mlds izpkj {ks=k ds Hkhrj pquus dh lqfo/kk ux.; gksrh gSA v[kckj

.c
/kuh o xjhc lHkh ds ikl tkrs gSaA vr% tc rd mRikn vkcknh ds ,d cM+s Hkkx }kjk Ø; u fd;k tkrk gS]
v[kckjh foKkiu laHkkfor xzkgd ds lkFk izfr lEidZ ykxr O;; dh n`f"V ls vR;f/kd eagxk cSB ldrk gSA 2-

a
,d v[kckj esa ikBdksa ds /;kukd"kZ.k ds fy, izfr;ksfxrk vR;Ur fo"ke gksrh gS] ,d foKkiu vusd foKkiuksa ds
chp lgt gh [kks ;k fNi ldrk gSA ;fn i;kZIr cM+k foKkiu u fn;k tk;s rks] bl ckr dk Mj fd tc ikBd

m
v[kckj ds iUus iyVsaxs rks foKkiu ij mldk /;ku ug° tk;sxkA 3- v[kckjksa ds eqæ.k dh rduhd fp=kksa o jaxksa
ds iz;ksx dks cgqr lhfer dj nsrh gSA 4- v[kckj dk mi;ksxh thou cgqr gh NksVk gS] cgq/kk dqN gh ?kaVsA ikBd
a
mls ,d ckj mBkrk gS vkSj ,d vYi le; esa gh ljljh n`f"V ls i<+ Mkyrk gSA bl chp ;fn foKkiu mldh

n
n`f"V esa u vk;s] rks og fQj lnk ds fy, [kks tkrk gSA
2-
y
if=kdk;sa (Magazines): if=kdk;sa nks izdkj dh gksrh gSa& miHkksDrk laca/kh ,oa O;kikfj;ksa laca/khA jk"Vª esa fo'ks"k
fgrksa ds fy, fo'ks"k if=kdk;sa Hkh gksrh gSa] tSls jsfM;ks] [ksy] ckxokuh] fp=kdkjh] laxhr vkfn esa #fp j[kus okyksa
d
ds fy, if=kdk;saA blh izdkj fofHkUu izdkj ds O;olk;ksa ds fy, Hkh i`Fkd&i`Fkd if=kdk;sa gksrh gSaA ,slh

u
if=kdk;sa lacaf/kr O;kikjksa ;k /ka/kksa vFkok fo'ks"k fgr lewgksa dks foØ; djus esa cgqr izHkkoh gks ldrh gSA tcfd

t
v[kckj HkkSxksfyd vk/kkj ij pqus tkrs gSaA rc if=kdk;sa cktkj Hksnu vk/kkj ij v[kckjksa dh vis{kk if=kdkvksa
esa izfr lEidZ ykxrsa vf/kd gksrh gSaA fdUrq izfr laHkkfor xzkgd ykxr de cSBrh gSA
S
if=kdkvksa ds dbZ rduhdh ykHk gSa] tSls] NikbZ ds mÙke <ax dk iz;ksx fd;k tk ldrk gSA blesa pkj jaxksa dk
bLrseky laHko gSA izk;% ,d v[kckjh foKkiu dh vis{kk ,d if=kdk ds }kjk ekax dk l`tu djus dh fn'kk esa
vf/kd iz;kl fd;k tk ldrk gSA v[kckjksa dh rqyuk esa if=kdkvksa dks ,d cM+k ykHk ;g izkIr gS fd budk
mi;ksxh thou dkQh yack gksrk gS vkSj izdk'ku dh ckjEckjrk ij fuHkZj gSA ;FkkFkZ esa] if=kdkvksa ds foKkiu
vusd ckj ,d o"kZ ls Hkh vf/kd dh vk;q j[krs gSaA mnkgj.kkFkZ] dkelZ ok£"kdh esa izdkf'kr gq, ,d iqLrd lacaèkh
foKkiu dh ,d fjlpZ Ldkyj us mls 2 o"kZ ds ckn ns[kk vkSj iqLrd izdk'kd dks vkMZj fn;kA blds vfrfjDr
if=kdkvksa dks ikBd ckj&ckj iyVk djrs gSaA v/;;uksa ls irk pyk gS fd jhMlZ MkbtsLV dks ,d gh O;fDr
}kjk 13 ckj mBk;k vkSj i<+k tkrk gSA bl izdkj] fdlh if=kdk esa foKkiu nsus ls lans'k dks ;Fks"V mn~Hkklu
(Exposure) feyrk gS] ftlls izfr laidZ ykxrsa ?kV tkrh gSA vusd if=kdk;sa miHkksDrkvksa }kjk dSVsykx ds :i
esa iz;ksx dh tkrh gSaA
foKkiu 271

dqN if=kdkvksa us vius fy, ikBdksa ds chp ,slh [;kfr cuk yh gS fd buesa foKkiu mRikn [kqn c [kqn laHkkfor
xzkgdksa }kjk ÞJs"Bß Lohdkj dj fy;s tkrs gSaA mnkgj.kkFkZ] ÞdY;k.kß if=kdk esa foKkfir Vhdk xzaFkksa dks /kk£ed
turk ls ,d lhek rd Lor% ekU;rk fey tkrh gS vkSj bl izdkj mudk fcduk fuf'pr gks tkrk gSA
if=kdkvksa dk ,d izeq[k nks"k bl rF; esa fufgr gS fd tc rd mRikn dk HkkSxksfyd forj.k foLr`r u gks] foKkiu
dks dkQh O;FkZ izlkj ds fy, Hkqxrku djuk iM+ tk;sxkA ;|fi dqN {ks=kh; if=kdk;sa Hkh pyrh gSa rFkkfi muesa
cM+s jk"Vªh; lkof/kd i=kksa tSlk izHkko ug° gksrkA mRikn ds fy, tks dk;Z l`tukRed :i ls if=kdk;sa dj ldrh
gSa og Hkh lhfer gh gSaA pwafd ;s izk;% vk; oxZ ds O;fDr;ksa }kjk i<+h tkrh gSa] blfy, fuEu vk; cktkj buls
fcYdqy gh NwV tkrs gSaA
?kj&}kj ds ckgj foKkiu
(Outdoor Advertising)
izsl foKkiu lkekU;r% rc i<+s tkrs gSa tcfd ikBd ?kj ds vUnj gksrk gSA buds vleku dqN ,sls Hkh ek/;e gSa ftUgsa
O;fDr tc ns[krk gS tcfd og ?kj ls ckgj gks] tSls foKkiu iVV] xkfM+;ksa ij foKkiu] {ks=k fpUg] fo|qr izdk'k fpUg
vkdk'k foKkiu ,oa foKkiud O;fDr] tks fd nksuksa ik'oksa esa foKkiu ds r[rs yVdk dj lM+d ij pyrk gSA
bl izdkj ds foKkiuksa ds izeq[k ykHk fuEu gSa% 1- vkd"kZ.k dks LFkk;h cukuk lqxe gksrk gSA 2- pwafd dqN izdkj ¼tSls fd
m
foKkiu iVV½ dkQh cM+s gksrs gSa] blfy, jkLrk pyus okyksa dk /;ku vkd£"kr djus gsrq jaxksa vkSj vkd"kZd fp=kksa dk iz;ksx

o
lqxerk ls fd;k tk ldrk gSA 3- budk izk;% ,d nh?kZ thou gksrk gS vkSj blfy, budk ,d nksgjkus okyk izHkko gksrk

.c
gSA 4- ;s Lej.k djkus okys foKkiuksa dk ,d mÙke :i gS] ,oa 5- budk Ø; fcUnq ewY; Hkh vf/kd gksrk gSA
fdUrq dqN nqcZyrk;sa Hkh gSa] tSls 1- lans'kksa dks ckj&ckj cnyuk egaxk iM+rk gS] 2- vf/kd fooj.k nsuk laHko ug° gS] D;ksafd

a
lkekU;r% bUgsa jkLrk pyrs gq, ns[kk i<+k tkrk gS] 3- jk"Vªh; foLr`fr izkIr djus gsrq ;g ek/;e vis{kkÑr egaxk cSBrk
gS ,oa] 4- bu foKkiuksa ds izHkko dks ekiuk Hkh dfBu gksrk gSA
foKkiu lkfgR; ;k izR;{k Mkd foKkiu m
(Advertising Literature or Direct Mail Advertising)
a
n
izR;{k Mkd foKkiu vFkok Mkd }kjk lkfgR; Hkstdj foKkiu djus ds dbZ Li"V ykHk gSa 1- vU; ek/;eksa ds leku ,d

y
izR;{k Mkd ek/;e dks ikBd dk /;ku vkd£"kr djus esa de izfr;ksfxrk dk lkeuk gksrk gS] if=kdk ;k v[kckjh foKkiu
dks ikBd ds /;kukd"kZ.k ds fy, chfl;ksa vU; foKkiuksa ls eqBHksM+ djuh gksrh gS] nwljh vksj ,d O;fDr dks ,d le;
d
ij Mkd }kjk lans'k ds }kjk dg° vf/kd yach vkSj iw.kZ foØ; dgkuh dgh tk ldrh gSA 3- ;fn lans'k ikus okyksa dh

u
lwph foosdiw.kZ <ax ls cuk yh tk; rks fQj lans'k dsoy laHkkfor xzkgdksa dks gh Hksts tkrs gSa] ftl dkj.k O;FkZ izlkj ux.;

t
gksrk gSA ;gh dkj.k gS fd bldh Þizfr laidZß Åaph ykxr bldh laHkkfor iz;ksDrkvksa ls izfr laidZ uhph ykxr esa cny
tkrh gSA
S
izR;{k Mkd foKkiuksa esa ikBd dh lqLrh ds dkj.k ,d cM+h nqcZyrk ikbZ tkrh gS] tks ;g gS fd ;fn Mkd lans'k lqlEikfnr
ug° gS rks cgqr laHko gS fd ikBd mls [kksys fcuk gh jíh dh Vksdjh esa Qsad nsaA
izR;{k Mkd dks foKkiu m|ksx esa ,d ÞlkSrsyk iq=kß le>k tkrk gS] D;ksafd dqN gh ,tsafl;ka vius eqofDdyksa dks blds
iz;ksx dk lq>ko nsrh gSaA bl ek/;e esa Åapk deh'ku ug° gksrk ifj.kker% izR;{k Mkd ds vf/kdka'k cM+s iz;ksDrk [kqn gh
lkjk dke djrs gSaA vusd iz;ksDrkvksa ds vius eqæ.k foHkkx gksrs gSaA nh?kZdkyhu vuqHko ls ;g tku x;s gSa fd ,d Mkd
lans'k dh lizHkkfodrk dSls c<+kbZ tk,A
izR;{k Mkd lans'kksa ds vUrxZr og leLr foKkiu lkfgR; vkrk gS tksfd Mkd }kjk Hkstk tk,] tSls ipsZ] b'rgkj] lfp=k
lwph] x'rhi=k] foojf.kdk;sa vkfnA izR;{k Mkd dk;Zdykiksa dk izca/k djuk Lo;a esa ,d Hkkjh dke gSA blds fy, bldh
QyksRikndrk ij izHkko Mkyus okys fofHkUu pyksa dh fujUrj tkap djrs jguk vko';d gksrk gS] tSls fd Mkd dk izdkj]
272 foi.ku ds fl)kUr

i=k ;k iksLVdkMZ] dkxt dh fdLe] czk.M fyQkQs dk eqæ.k] layXu i=kdksa dh la[;k] vuqu; ;k vkd"kZ.k dk izdkj] Mkd
ls Hkstus dk fnu] o Mkd lw=kh i=k (Mailing List) dh yackbZ bR;kfnA
vU; izdkj ds foKkiu
(Other Forms of Advertising)
buesa y?kq fQYeksa] LØhu LykbM~l jsfM;ks vkSj Vsyhfotu ij lans'kksa dk iz;ksx lfEefyr gS&
1- Vsyhfotu (Television): foxr o"kks± esa Vsyhfotu ,d ux.; LFkku ls c<+dj ,sls LFkku ij igqap x;k gS tgka
fd og v[kckjksa dks jk"Vª ds izeq[k foKkiu ek/;e ds :i esa pqukSrh nsus yxk gSA bl izxfr ds dkj.kksa dks tkuus
ds fy, gesa bldh fo'ks"krkvksa ij /;ku nsus dh vko';drk gSA loZizFke] Vsyhfotu mRiknksa dk foØ;
l`tukRedrk ds lkFk dj ldrk gSA bl ek/;e ls ,sls dke fd;s tk ldrs gSa tks fd vU; fdlh ek/;e ls laHko
ug° gSaA Vsyhfotu ij xzkgd dks oS;fDrd foØ; dk ;Fkksfpr ?kfu"B vuqfp=k (Facsimile) iLrqr fd;k tk
ldrk gSA mRikn ds iz;ksx dk izn'kZu fd;k tk ldrk gSA Vsyhfotu esa jsfM;ks ds lHkh ykHk gSa] tSls vkokt
vkSj Li"Vhdj.kA lkFk gh n`f"V xkspjrk] dk vfrfjDr ykHk Hkh gSA foØ; midj.k ds :i esa Vsyhfotu dk dksbZ
izcy izfr}anh ug° gSA
Vsyhfotu }kjk brus O;kid tu lewg rd igqapk tk ldrk gS fd ftruk ekuo ds bfrgkl esa dHkh laHko u
m
gqvk FkkA dksbZ vU; vdsyk foKkiu ek/;e brus vf/kd yksxksa rd fujUrjrk ds vk/kkj ij igqap ug° j[krk ftruk

o
fd Vsyhfotu vesfjdk esa rks ,d vkSlr O;fDr izfrfnu 4&5 ?kaVs Vsyhfotu ns[krk gS vkSj yxHkx 90% turk
ds ikl ,d Vsyhfotu fjlhoj gSA Hkkjr esa Hkh Vsyhfotu dk mi;ksx dkQh c<+ x;k gS vkSj djksM+ksa yksx izfrfnu

.c
Vsyhfotu ds dk;ZØe ns[krs gSaA vr% tui.ku (Mass Merchandising) ds orZeku ;qx esa Vsyhfotu foLr`r
cktkj rd igqapus dk ,d egrh ek/;e gS ;k o`gr ek/;e (Mass Media) gSA
a
Vsyhfotu esa Hkh ogh oj.k {kerk gksrh gS tSlh fd v[kckjksa esa] D;ksafd mi;qDr HkkSxksfyd {ks=k pqus tk ldrs gSa

m
vFkkZr foKkid ml {ks=k dks Øec) dj ldrk gS ftlesa fd og igqap ikuk pkgrk gS vkSj ,slk djrs gq, vius
cktkj esa HkkSxksfyd Hkktu ls ekewyh gkfu mBkuh iM+rh gSA nqHkkZX;o'k Vsyhfotu esa Hkh ogh nks"k gS tks fd
a
v[kckjksa esa ik;s tkrs gSaA tSls cktkj esa vU; Hkktuksa dks Li"V djuk dfBu gksrk gSA dqN fu;a=k.k le; leatu

n
ds }kjk ik;k tk ldrk gS] tSls efgykvksa dks csps tkus okys mRiknksa dk foKkiu ,sls le; fd;k tk ldrk gS
tcfd os Vsyhfotu ns[krh gksaA ;|fi ,d ek/;e ds ukrs Vsyhfotu esa dksbZ izkÑfrd oj.k {kerk ug° gS rFkkfi
y
foKkid ,d fo'ks"k izdkj dk dk;ZØe pqu dj viuh [kqn dh oj.k {kerk dk fuekZ.k dj ldrk gSA mnkgj.kkFkZ]

d
;fn og izcq) O;fDr;ksa ds cktkj esa igqapuk pkgs] rks mls ,slk izksxzke pquuk pkfg, ftls eq[;r% izcq) oxZ ds

u
O;fDr ns[kk djrs gSaA

t
;|fi Vsyhfotu foKkiu dh izfr laidZ ykxr vis{kkÑr uhph gksrh gS rFkkfir dqy jkf'k tks O;; djuh gksrh
gS cgqr cSBrh gSA cktkj ij ,d ekewyh ls ekewyh Nki Mkyus ds fy, Hkh yk[kksa #i;s [kpZ djus iM+ tkrs gSaA
S
blds vfrfjDr jsfM;ks dh Hkkafr Vsyhfotu lans'k Hkh rkRdkfyd gksrs gSaA Nis gq, ek/;eksa dh Hkkafr budh dksbZ
thou foLr`fr ug° gksrh gS vkSj ;fn Vsyhfotu foKkiu dk n'kZd ;g pkgs fd lans'k dks iqu% ns[k ys rks og
,slk ug° dj ldrkA
2- jsfM;ks (Radio): uoEcj] 1967 ls jsfM;ks }kjk foKkiu dh lqfo/kk vkdk'kok.kh ds cEcbZ dsUæ ij izkjaHk dh xbZA
;g ik;yV izkstsDV cEcbZ] iwuk vkSj ukxiqj esa fofo/k Hkkjrh VªkUlehVjksa ij O;kikfjd foKkiu nsus ds lkFk&lkFk
'kq: fd;k x;k Fkk vkSj O;kikj ,oa m|ksx ds fy, cgqr gh yksdfiz; izekf.kr gqvk gS rFkk bldh miyC/krk dh
vis{kk ekax dg° vf/kd gSA dg° O;kikfjd dk;ZØe lkekU;r% rhuksa LVs'kuksa ls izlkfjr gksrk gSA flrEcj] 1968
esa dydÙkk vkSj vizSy 1969 esa fnYyh vkSj eækl ls Hkh jsfM;ks foKkiu dk izpyu gks x;k gSA foKkid vaxzsth
esa vFkok fdlh Hkh Hkkjrh; Hkk"kk esa foKkiu ns ldrk gSA jfookjh; izlkj.kksa ,oa fo'ks"k fLFkfr;ksa okys izlkj.kksa
ds fy, Åapk pktZ yxk;k tkrk gSA
foKkiu 273

Vsyhfotu vkSj v[kckjksa ds leku jsfM;ks esa Hkh cgqr HkkSxksfyd ypd gksrh gS] fdUrq blesa n`';xr vkd"kZ.k]
(Visual Appeal) dk vHkko gS] tksfd Vsyhfotu vkSj eqfær ek/;eksa esa ug° gksrkA euksoSKkfudksa us ;g Hkyh&Hkkafr
fl) dj fn;k gS fd efLr"d rd igqpus ds fy, dkuksa dh vis{kk vka[ksa vf/kd vPNk jkLrk gSA yksx tks lqurs
gSa mldh vis{kk tks ns[krs gSa mls dg° vf/kd ;kn j[k ldrs gSaA le; leatu (Timing) dh n`f"V ls Hkh jsfM;ks
esa vfer yksp gksrh gSA ekSle o pkyw ?kVukvksa tSlh ckrksa dk ykHk mBkus gsrq yxHkx rqjUr gh jsfM;ks ?kks"k.kk dh
tk ldrh gSA
nksuksa gh jsfM;ks vkSj Vsyhfotu dk ,d eq[; nks"k ;g gS fd ,d ckj çlkfjr gks tkus ij lans'k lnk ds fy,
yksi gks tkrk gS tc rd fd og nqckjk u fn;k tk,A bl çdkj ek/;e dh mi;ksxh vk;q {kf.kd o rkRdkfyd
gksrh gSA ;gh dkj.k gS fd bu ek/;eh ds ç;ksx esa nksgjko vkSj Åaph ckjEckjrk nj LFkku ek/;eksa ds ç;ksx dh
vis{kk dgha vf/kd egRoiw.kZ gSA
3. fQYeh foKkiu (Film Advertising): Vsyhfotu o jsfM;ks foKkiuksa dh rqyuk esa fQYeksa }kjk foKkiu Hkkjr
esa vf/kd iqjkuk vkSj yksdfç; lk/ku gSA vusd foKkid vius mRiknksa ls lacaf/kr y?kq fQYesa cuok dj çLrqr
djus yxs gSa] tSls fd ,Lçks] lQZ] yDl] uSuksy] vkfn foKkiu ds fy, fQYesa rS;kj djkrs le; ;g ugha Hkwyuk
pkfg, fd tks yksx fQYesa ns[kus tkrs gSa mudk mís'; euksjatu çkIr djuk gSA
nqdku ds ckgj f[kM+dh çn'kZ (Window Display) vkSj nqdku ds vUnj dkmaVj çn'kZu Hkh foKkiu ds ek/;e dk
m
dk;Z djrs gSaA budk lcls cM+k ykHk budh Ø; fcUnq ij mifLFkfr gSA f[kMdh çn'kZu ;FkkFkZ esa ,d dyk gSA

o
vkSj ;fn f[kM+fd;ksa dh O;oLFkk Bhd ls dh tk,] rks jkLrs ij pyus okyksa dk /;ku vkdf"kZr gks ldrk gS vkSj

.c
os nqdku esa oLrq [kjhnus ds mís'; ls ços'k ds fy, çyksfHkr gks ldrs gSaA ,slh çn'kZfu;ka Hkh cacbZ tSls 'kgjksa
esa fo'ks"k :i ls yksdfç; gSaA ;s LFkkuh; Lrj ls yxkdj jk"Vªh; ,oa vUrjkZ"Vªh; Lrj ij Hkh vk;ksftr dh tk

a
ldrh gSA ,slh çn'kZfu;ka ;k rks lkekU; turk ;k fo'ks"k O;olk;ksa ds fy, [kqyh gksrh gSaA buds }kjk mRikn
dk uke turk ds lkeus cuk;s j[kus esa lgk;rk feyrh gS rFkk mRikn ds çn'kZu dk Hkh volj feyrk gSA buls

m
turk dk euksjatu gksrk gS vkSj blhfy, 'kk;n ,sls yksx Hkh mRikn dks fdlh çn'kZuh esa ns[k ysrs gSa] vU;Fkk
os u ns[k ikrsA
ek/;e dk pquko a
(Media Selection)
n
yds p;u ds le; fuEu ckrsa /;ku esa j[kuh pkfg,A
,sls ek/;e dk pquko gksuk pkfg, fd blesa blds }kjk vf/kd ls vf/kd ¼bPNqd½ O;fDr;ksa dks mRikfnr mRikn ;k lsok

dmudk fuokl LFkku

dk ifjp; djk;k tk ldsA foKkiu ek/;e

ek/;e dk çHkko u
1. y{; ¼xzkgdksa½ dh la[;k rFkk (Number and Location of Target Customers)

t
2. (Media Effect)
ek/;e dh ykxr
ek/;e ds p;u esS
3. (Media Cost)
a çFke rRo y{; gSA dqN ckrsa ftu ij fopkj djuk gS] os gSa HkkSxksfyd {ks=k&'kgjh] xzkeh.kA xzkgd dkSu&
cPps] toku] cw<+s] iq#"k] L=khA bls ,d mnkgj.k }kjk le>k;k tk ldrk gSA eku fy;k fd mn;iqj dh daiuh d`f"k ds
fy, dhVuk'kd nokb;ka cukrh gS nwljs yksxksa dh vis{kk fdlkuksa rd bl lekpkj dks igqapkuk pkgrh gSA bl daiuh dks
lekpkj i=k rFkk if=kdkvksa dks foKkiu ds ek/;e ds fy, ç;ksx ugha djuk pkfg,A D;ksafd ,d gh ek/;e tks fd Ñ"kdksa
rd igqap ldrk gS] og gS jsfM;ksA blds vfrfjDr daiuh }kjk LFkkuh; lekpkj i=kksa dk] LFkkuh; Hkk"kk dk rFkk fuekZ.k
{ks=kksa esa iksLVlZ vkfn dk ç;ksx fd;k tk ldrk gSA
HkkSxksfyd {ks=k dks Hkh /;ku esa j[kuk pkfg,A ;fn {ks=k 'kgjh gS ;k 'kgj ds ikl gS rks LFkkuh; lekpkj i=kksa ;k if=kdkvksa
}kjk lekpkj igqapk;k tk ldrk gSA fdUrq xzkeh.k {ks=kksa ds fy, nwljs çdkj dk ek/;e gksuk pkfg,A tSls jsfM;ks foKkiu]
iksLVlZ] gLri=k vkfnA nwljk rRo ftl ij fopkj fd;k tkrk gS] og gS ek/;e dk çHkkoA lHkh foKkiuksa esa çeq[k rRo
274 foi.ku ds fl)kUr

gSA ,sls ek/;e dk p;u gksuk pkfg, tks vf/kdre lwpuk ml O;fDr rd igqapk lds ftl rd fd ge igqapkuk pkgrs
gSaA foKkiu dh iqujko`fÙk gksuh pkfg,A D;ksafd iqujko`fÙk vPNh rjg tekus ds fy, vko';d gS vkSj tek ds j[kuk çHkko
ds fy, vko';d gSA
vafre rRo ek/;e dh ykxr gS ftl ij fd ek/;e ds p;u ds le; fopkj djuk iM+rk gSA foKkiu ij fd;k tkus okyk
O;; mlds izHkko ds vuqlkj gksuk pkfg, tSls foØ; o`f) foKkiu ykxr ds tqM+us ij ;fn foØ; c<+rk gS rks QeZ dks
ykxr esa o`f) djuh pkfg,A ;fn foØ; ?kVrk gS rks foKkiu ij fd;k tkus okyk O;; Hkh de fd;k tkuk pkfg,A vkSj
;fn foØ; mlh Lrj ij cuh jgs rks foKkiu O;; Hkh fLFkj gksus pkfg,A
foØ; dk foKkiu O;;ksa ij izHkko
foØ; foKkiu O;;
of̀) of̀)
fLFkj fLFkj
deh deh

m
ek/;e ds p;u dh dksbZ lhek,a ugha gSaA ge ,d ;k vf/kd ;k lHkh ek/;eksa dk iz;ksx foKkiu ds fy, dj ldrs gSaA
og QkmaVsuisu ij gks] dkj ij gks] ;k cl ij bldk dksbZ QdZ ugha iM+rkA foedks ¼ekfpl daiuh½ us lQyrkiwoZd viuk
o
fopkj vius ekfpl ds fMCcksa }kjk foLr`r :i ls yksxksa ds chp izdkf'kr fd;k gSA ftldk foi.ku vuqla/kku vkadM+ksa }kjk

.c
i;kZIr izek.k feyrk gSA foKkiudrkZ dks foKkiu ek/;e dk p;u djus ds fy,] ftuds fy, foKkiu fd;k tkrk gS mudk
ifjp; gksuk vko';d gSA foKkiudrkZ dks foKkiu miHkksDrkvksa ds yk;d cukuk pkfg, ftlls foKkiu lgh jhfr ls
mu rd igqapsA
a
m
ek/;e ifjpyu
(Media Circulation)

a
ek/;e ifjpyu 'kCn dqy ikBdksa dh la[;k] ftu rd ek/;e igqaprk gS] ls lacaf/kr gSA mnkgj.k ds fy, ;fn lekpkji=k
n
2 fefy;u ¼chl yk[k½ yksxksa }kjk i<+k x;k gS rks mldk ifjpyu 2 fefy;u gksxkA dqy panknkjksa dh la[;k ;k ns'k Hkj

y
esa dqy fcØh izfr;ksa dh la[;k ls ifjpyu Kku fd;k tk ldrk gSA (ABC Audit Bureau of Circulation) ,slh
varjkZ"Vªh; laLFkk gS tks fo'o Lrj ds ek/;e ds ifjpyu ds vf/kdre vkadM+s ns ldrh gSA fo'o ds yxHkx lHkh cM+s ek/
d
;e ,chlh ds lnL; gSa rFkk izR;sd ek/;e vius ifjpyu ds vkadM+s izdkf'kr djrk gSA Hkkjr esa if=kdkvksa rFkk lekpkj

u
i=kksa ds ifjpyu laca/kh lwpuk,a izsl bUQksjes'ku C;wjks "Press Information Bureau" ds }kjk j[kh tkrh gSA
ek/;e feJ.k
t
(Media Mix)
S
foKkiu esa ek/;e feJ.k vR;ar egRoiw.kZ rFkk dfBu dk;Z gSA ek/;e feJ.k dk vFkZ laHkkfor xzkgdksa ds fu/kkZfjr y{;
rd igqapus ds fy, fofHké miyC/k ek/;eksa dk vuqdwyre iz;ksx gSA mnkgj.k ds fy, eku fy;k fd mRikn dk iz;ksx lHkh
Js.kh ds yksxksa ds }kjk fd;k tkrk gS] rks ge ,d ;k nks ek/;eksa ij vk/kkfjr ugha gks ldrsA izR;sd ek/;e miHkksDrkvksa
ds ,d oxZ dks gh vkPNsfnr dj ldrk gSA blfy, gesa fofHké ek/;eksa dk p;u djuk iM+rk gSA ftlls miHkksDrk oxZ]
ftlesa gesa foKkiu djuk gS] esa ml ek/;e dk foLr`r ifjpyu gksA vkxs gesa bl ckr ij Hkh fopkj djuk iM+rk gS fd
izR;sd ek/;e dk foLr`r ifjpyu gksA vkxs gesa bl ckr ij Hkh fopkj djuk iM+rk gS fd izR;sd ek/;e }kjk fdruk
foKkiu djk;k tk,xkA ,sls fu.kZ;ksa ds fy, dqN lwpuk,a pkfg, tSls&ek/;eksa dk ifjpyu] izdk'ku dk le; rFkk vko`fÙk
ikBdksa ds izdkj] ikBdksa ds xq.k] os ikBd ftu rd ge igqapuk pkgrs gSa] foKkiu dk le; vkfnA bl izdkj ds lekpkj
nwljh lwpukvksa ds lkFk lkekU;r% ek/;e vuqla/kku ds }kjk laxzg fd, tkrs gSa] tks fd foKkiu vuqla/kku dk ,d Hkkx
foKkiu 275

gSA bl vuqla/kku dk mís'; ek/;e }kjk igaqps gq, yksxksa dh dqy la[;k Kkr djuk gSA lekpkji=kksa vkSj if=kdkvksa dh
fLFkfr esa mudk nSfud izdk'ku gksrk gS fd lkIrkfgd ;k v/kZekfld vkfn] ikBdksa dk fyax] vk;qoxZ] ikBdksa dh vk; rFkk
lkekftd bfrgkl] laikndh; cksMZ dh uhfr] ek/;e izca/k gh lexz uhfr] vkfnA
foKkiu dk;ZØe
(Advertising Programme)
,d dne vkxs ns[kdj fQj vkxs c<+uk fdlh Hkh dk;Z ds fy, vPNk fl)kUr gSA mís';ksa ds fu/kkZj.k ds ckn foKkiu
djus okys dks Js"B foKkiu ds fy, dk;ZØe cukuk iM+rk gSA Js"B foKkiu dk;ZØe D;k gSA Js"B dk;ZØe og gS tks
oSKkfud gksA oSKkfud ls gekjk rkRi;Z Øec)rk rFkk izHkkoiw.kZrk ls gSA
foKkiu ctV
(Advertising Budget)
izR;sd QeZ foKkiu dk;ZØe izkjaHk djrs le; ;kstuk cukrh gSA iwjh daiuh ds fy, fdruk O;; fd;k tkuk pkfg, cktkj
dk vkdkj daiuh ds mís';ksa ds vuqlkj gksuk pkfg,A
A

foØ; P
m
(Sales)
o
.c
a
B foKkiu ij O;; C
(Advertising expenditure)

m
fp=k 16.1 foKkiu ij O;; (Advertising Expenditure)

a
tSlk fd Åij fp=k esa fn[kk;k x;k gSA foKkiu O;; c<+us ij foØ; Hkh c<+rk gS fdUrq ih (P) fcanq ds xzkQ js[kk esa dksbZ
n
o`f) ugha fn[kkbZ nsrh gSA foKkiu O;; c<+kus ij Hkh foØ; ugha c<+rk gSA blfy, gekjs ctV dk vkdkj ih- fcanq ij

y
gksuk pkfg,A foKkiu ctV cukus dh dbZ fof/k;ka gSa] tSls&

d
1. {kerk fof/k (Affordable Method): vf/kdka'k daifu;ka igys ls gh ctV dh x.kuk dj ysrh gSa fd foKkiu
ij fdruk ctV O;; djus dh {kerk gSA ;fn daiuh de O;; djus dh {kerk j[krh gS rks foKkiu ctV dks
u
NksVk cuk;k tkrk gSA ;g daiuh dh foÙkh; fLFkfr ij fuHkZj djrk gS fdUrq ;g iwokZuqeku djuk dfBu gS fd

t
daiuh fdruk O;; dj ldrh gSA blfy, nwljh fof/k;ksa dk Hkh iz;ksx fd;k tkrk gSA
2.
S
foØ; izfr'kr fof/k (Percentage of Sales Method): dbZ daifu;ka viuk foKkiu ctV foØ; ds vuqlkj
cukrh gS] foØ; c<+us ds vuqlkj gh foKkiu ctV cuk;k tkrk gSA ;g fof/k daiuh dh lw=k/kkjh fLFkfr n'kkZrh
gSA ;fn foKkiu ij vf/kd O;; djus ls foØ; c<+rk gks rks foKkiu ctV esa vf/kd fof/k;ksa dk iz;ksx ykHkizn
gksxkA
3. izfrLi/kkZ ds vuqlkj ctV (Budget According to Competition): ;fn dbZ ekeyksa esa daiuh u, cktkjksa
esa izos'k djuk pkgrh gS ;k igyh gh ckj mRikn dk mRiknu izkjaHk djrh gS] rks foKkiu ctV dh ;kstuk dSls
cukbZ tk, ,slh fLFkfr esa daiuh dk ctV izfrLi/kkZ dh fLFkfr ds vuqlkj cuk;k tkrk gSA ;fn izfrLi/kkZ vfèkd
¼rhoz½ gks rks daiuh dks vf/kd O;; djuk iM+rk gS rkfd izfrLi/kkZRed lekurk cukbZ j[kh tk ldsA
4. mís'; vkSj dk;ZHkkj fof/k (Objective & Task Method): bl fof/k esa daiuh lcls igys mís';ksa dks fLFkj
dj ysrh gS fQj viukbZ tkus okyh fof/k;ksa ds ckjs esa fu.kZ; ysrh gSA bl dk;Z ds ckn daiuh ctV cukrh gSA
276 foi.ku ds fl)kUr

bl fof/k esa vuqeku {ks=k lhek ;k mRikn ds vuqlkj yxk, tkrs gSaA blls O;; ds Lrj dks cuk, j[kk tk ldrk
gSA
Åij crkbZ xbZ fof/k;ka izk;% foKkiu ctV cukus ds mi;ksx esa ykbZ tkrh gSA izR;sd daiuh vius foKkiu ctV
dqy ctV ds lanHkZ esa cukrh gSA
foKkiu dk;Z leatu
(Advertisement Scheduling)
foKkiu dk;Z vFkok O;; dks ,d lEiw.kZ o"kZ ij dSls QSyk;k x;k gS] blls Hkh foKkiu ds dqy izHkko esa cgqr QdZ iM+
tkrk gSA foKkiu O;; ds dky leatu (Timing of Advertising Expenditure) ds fuEu nks igyw gS&
a (1) nh/kZdky leatu
(Macro Scheduling), (2) y/kqdky leatu (Micro Scheduling)A
1. nh?kZdky leatu leL;k (Macro-Scheduling Problem): blesa ;g fu.kZ; djuk iM+rk gS fd dqy foKkiu
jkf'k dks o"kZ i;ZUr dSls leaftr fd;k tk,A ;fn foKkiu ds fy, vkoafVr dqy jkf'k 12,00,000 #i;s gS] rks
ekSle ij foØ; dh fuHkZjrk dk fopkj u djrs gq, izfrekg 1,00,000 #i;s O;; djuk lkekU;r% Bhd u gksxk
vkSj u gh ;g okaNuh; gksxk fd O;; dks Bhd ekSleh fcØh ds lkFk ifjorZu fd;k tkrk jgsA fQj D;k fd;k
tk,\
m
tgka foKkiu ds foyafcr ,oa rkRdkfyd nksuksa rjg ds izHkko gksrs gSa] ogka foKkiu O;;ksa dk ekSleh dky leatu
o
fo'ks"k tfVy gksrk gSA blds lek/kku ds fy, nks n`f"Vdks.k izLrqr fd;s x;s gSa% (1) vkS|ksfxd xfr'kkL=k dh dk;Z

.c
jhfr (Industrial Dynamics Methodology) bl uhfr dk fodkl ts QksjsLVj (Jay Forrester) us fd;k gSA mudh
/kkj.kk ds vuqlkj] foKkiu dk miHkksDrk dh psruk ij] psruk dk dkj[kkus dh fcØh ij] vkSj dkj[kkus dh fcØh

a
dk foKkiu O;;ksa ij i'pxkeh izHkko (Lagged Impact) iM+rk gSA mUgksaus lq>ko fn;k gS fd daiuh fo'ks"k ds
fy, v/;;u djrs gq, bu le; laca/kksa dks xf.kr fof/k ls ,d vkafdd dEI;wVj vuq:irk ekWMy esa ifj.kr djuk

m
pkfg,A fcØh] ykxrksa vkSj ykHkksa ij oSdfYid le; leatu uhfr;ksa ds tks fofHké izHkko iM+k djrs gSa mudks

a
bl dEI;wVj ij ns[kk tk ldrk gS vkSj bl rjg ;g ekywe fd;k tk ldrk gS fd foKkiu O;;ksa dks o"kZ i;ZUr
QSykus dh dkSu lh uhfr mRiknu vkSj forj.k ds egaxs ifjorZuksa dks de djrh gSA (2) vYÝsM dq;su dh jhfr

n
(Alfred A Kuchin's Technique) dq;su fn[kk;k gS fd mi;qZDr le; leatu Lo:i (Appropriate Timing

y
Patterns) nks ckrksa ij fuHkZj djrk gS ¼d½ foKkiu izHkko ds iwokZof'k"V dh ek=kk] vkSj ¼[k½ czkaM ds pquko esa xzkgd
ds vknrtU; O;ogkj dh ek=kkA
d
iwokZof'k"V (Carry-Over): vk'k; ml nj ls gS ftl ij ,d foKkiu laosx le; ds lkFk ?kVrk gSA ;fn
u
iwokZof'k"V .75 izfrekg gS rks bldk vFkZ ;g gqvk fd ,d foxr foKkiu laosx dk iwokZof'k"V fiNys eghus ds

t
Lrj ij 75% gSA blh izdkj] .10 izfr ekg iwokZof'k"V dk eryc gS fd fiNys eghus ds izHkko dk dsoy 10%

S
gh vkxs vk;k gSA
vknrtU; O;ogkj (Habitual Behaviour): ;g lwfpr djrk gS fd czkaM /kkj.kk vknr] iwoZosx ;k czkaM fu"Bk
ls izHkkfor gksrk gS] fdUrq foKkiu ds Lrj ls Lora=k gSA Åaps vH;klh Ø; ¼tSls&90½ dk eryc gS fd 90% Øsrk
czkaM dks nksgjkrs gSaA pkgs foi.ku izsj.kk dqN Hkh jgk gksA
dq;su dh [kkst ds vuqlkj] ,d ,slh fo'ks"k n'kk esa ftlesa foKkiu izHkko dk iwokZof'k"V vkSj vH;klh Ø; nksuksa
gh 'kwU; gks] izca/kdksa ds fy, foKkiu ctV cukus esa izfr'kr foØ; fu;e viukuk mfpr gksxkA vuqdwyre le;
leatu dk Lo:i m|ksx dh fcØh ds izR;kf'kr ekSleh Lo:i ls vuq:irk j[krk gS fdUrq tc mDr nksuksa py
'kwU; u gksa] rks ctV cukus dh mi;qZDr fof/k vuqdwyre u gksxhA ,slh n'kk esa rks foKkiu dk le; bl rjg
ls leaftr djuk pkfg, fd og foØ; oØ dh vxzrk djsA mnkgj.kkFkZ] foKkiu O;; dk f'k[kj foØ; ds
izR;kf'kr f'k[kj ls iwoZ gh vkuk pkfg,A bl izdkj foKkiu O;; dk mrkj foØ; ds izR;kf'kr mrkj ls iwoZ vkuk
foKkiu 277

pkfg,A iwokZof'k"V ftruk Åapk gks] vxzrk le; mruk gh vf/kd gksuk pkfg,A ;gh ugha vH;klh Ø; dk foLrkj
ftruk vf/kd gks] foKkiu O;; mruk gh vfopfyr gksuk pkfg,A
dq;su vkSj QksjsLVj ds ekWMy ;g fn[kykrs gSa fd foKkiu O;;ksa dk lokZsÙke ekSleh vkoaVu Li"V ugha gksrk gSA
lk/kkj.k fu;e ¼tSls O;; dks o"kZ i;ZUr ,d leku QSykuk ;k izR;kf'kr fcØh ls ,d fLFkj izfr'kr ds vuqlkj
?kVkuk&c<+kuk vusd ifjfLFkfr;ksa ds vdq'ky vkSj viO;;iw.kZ izekf.kr gksrs gSaA
2. vYidky leatu leL;k (Micro-Scheduling Problem): eku yhft, fd QeZ us flrEcj ekg esa rhl
jsfM;ks rRdky ?kks"k.kk;sa [kjhnus dk fu.kZ; fd;k gSA iz'u ;g gS fd dkSu lh [kjhnsaA bl lEcU/k eas yxHkx
vufxurh le; rkfydk;sa (Schedulings) laHko gks ldrh gSA tSls&izfrfnu mlh le; ,d( izfrfnu ,d fdUrq
fofHké le;ksa ij( izfr nwljs fnu dks( 5 izfr NBs fnu( igyh flrEcj dks 10( nwljh flrEcj dks 5; mUrhl flrEcj
dks 10 vkSj rhl flrEcj dks 5; iUnzg flrEcj dks lHkh 30 vkfnA

m
o
.c
a
fp=k 10.2 foKkiu le; rkfydk ds fofHké Lo:iksa dk oxhZdj.k

m
(Description of different forms of Advertising time schedule)

a
mDr le; rkfydk fodYiksa dks ofxZr djus dk ,d rjhdk fp=k esa fn[kk;k x;k gSA ck;ka i{k ;g fn[kkrk gS
fd foKkiu lans'kksa dh la[;k dks ekg ds ,d NksVs Hkkx esa ladsfUnzr fd;k tk ldrk gSA (Burst Advertising)
n
ekg i;ZUr yxkrkj fodsfUnzr fd;k tk ldrk gS vFkok ekg i;ZUr #d&#d dj fodsfUnzr fd;k tk ldrk gSA

y
nk;ka i{k ;g fn[kkrkk gS fd foKkiu lans'kksa dk de Lrj dh ckjECkkjrk ;k c<+rh gqbZ ckjEckjrk ;k fxjrh gqbZ
ckjEckjrk ;k oSdfYid ckjEckjrk ds lkFk fodj.k fd;k tk ldrk gSA
d
foKkid dh leL;k ;g fu.kZ; djus dh gS bu 12 lkekU; Lo:iksa esa ls dkSu lk Lo:i mlds fy, vuqdwyre
u
gksxkA lcls izHkkoh Lo:i mRikn ds LoHkko] vfHk"V] xzkgdksa] forj.k okfgdkvksa ,oa vU; foi.ku ?kVdksa ds lanHkZ

t
esa foKkiu mís';ksa ij fuHkZj djrk gSA

S
izk;% iz'u ;g gksrk gS fd ,d fo'ks"k Øsrk lewg ds fy, lans'k fdruh ckj nksgjk;k tk, fd izHkkoh gks ldsA
,d vYi nksgjko la[;k O;FkZ gks ldrh gSA D;ksafd mlls Lej.k ;ksX; czkaM igpku LFkkfir ugha gks ldsxhA blh
izdkj] ;fn psruk] lan's k vkreh;rk ;k /kukRed czkM
a Hkkouk esa dksbZ vf/kd o`f) ugha] gks ldss rks ,d Åaph nksgjko
la[;k Hkh O;FkZ tk ldrh gS] ;fn mdrkgV gS rks Åaph la[;k fuf'pr :i ls gkfuizn gksxhA
foKkiu dh izHkko'khyrk
(Advertising Effectiveness)
D;k foKkiu dh izHkko'khyrk ukih tk ldrh gS\ ;fn gka] rks fdl gn rd\ izfr #i;k fdlh izdkj ds foKkiu ij O;;
ls D;k foØ; ek=kk esa o`f) gks ldrh gS\ foKkiu izHkko'khyrk dks ekius ds fy, izk;% dksbZ vPNh fofèk ugha gSA vkt
ds foKkiu py brus vf/kd gSa rFkk mudk lfEefyr izHkko fdlh Hkh iz;ksx esa bruk gS fd LohÑfr dh vksj izxfr ds
midj.k foKkiu ds izHkko dks ukius dk vfLrRo izk;% ugha gh jgk gSA
278 foi.ku ds fl)kUr

tc ge daiuh ds foKkiu rFkk daiuh ij mlds izHkkoksa ij fopkj djrs gSa] ml le; ge ,d py izfrLi/kkZ ds fo"k;
esa ppkZ dj ldrs gSaA izfrLi/khZ Hkh pqi ugha jgrs gSaA os Hkh gekjs foKkiuksa dks ns[krs gq, vius foKkiu ds dk;Z djrs gSa
ftls gekjs foKkiu dk izHkko ugha Hkh fn[kkbZ ns ldrkA fofHké pyksa ds gksus ij Hkh ge foKkiu ds izHkko Hkh ugha fn[kkbZ
ns ldrkA fofHké pyksa ds gksus ij Hkh ge foKkiu ds izHkkoksa dks uki ldrs gSaA nks fof/k;ka gSa ftuds }kjk ge bls uki
ldrs gSaA 1. lapkj izHkko (Communications Effect) 2. foØ; izHkko (Sales Effect)A
dksbZ Hkh O;fDr foKkiu }kjk lapkj lekpkj izkIr djrk gSA ;fn foKkiu ds ckn foØ; esa o`f) gksrh gS] rks ;g foKkiu
ds dkj.k ekuk tk,xkA dksbZ Hkh xzkgd curk gS rks D;ksa\ blfy, fd mldh dqN vko';drk gSA fdUrq foKkiu gh mls
crkrk gS fd fdl vko';drk dh iwfrZ mRikn ds }kjk dh tk ldrh gSA ySfot o LVhuj (Lavidge & Steiner) ds }kjk
fd;k x;k ekWMy ;g n'kkZrk gS fd foKkiu fuf'pr :i ls izHkkoiw.kZ gS rFkk blds ukik tk ldrk gSA

Ø; dh vksj xfr lacaf/kr O;ogkj ij ifj.kke

(Progress towards Purchase) (Related behaviour dimensions)
igpkuuk ¼tkuuk½ (Awareness) ltkrh;rk (Cognitive)
Kku fopkjksa ds foKkiu] lwpuk,a rFkk rF;ksa
(Knowledge) dks çnku djrh gSA
pkg ialn (Liking) çHkko (Realm)
m
o
Hkkoukvksa dk {ks=k] foKkiu vfHko`frvksa
çFkfedrk (Preference)
rFkk vuqHkoksa dks cnyrk gSA ç;lu

.c
lçR;;&fo'okl (Comiction) y{;ksa dk {ks=k foKkiu bPNk dks
Ø; (Purchase) tkx`r D;k ekxZ n'kh Z djrk gS

a
fp=k 16.3 foKkiu dh izHkko'khyrk (Advertising Effectiveness)

m
mDr ekWMy n'kkZrk gS fd foKkiu fdlh O;fDr dks fdl izdkj ls izHkkfor djrk gSA mlds vkpj.k] fopkjksa ls Hkkoukvksa
a
dh vkSj rFkk fQj y{;ksa dh vksj ifjorZuA ;gh vkpj.k ml O;fDr dks vifjfpr fLFkfr ls mls mRikn ds Kku] Kku

n
ls pkg] pkg ls izkFkfedrk vkSj laizR;; (Comiction rFkk vafre :i ls laizR;; ls Ø; dh vksj ys tkrk gSA ;g vkpj.k
fof/k foKkiu ds dkj.k gSA blesa ;g fl) gksrk gS fd fdlh mRikn ds Ø; ds fy, O;fDr dks izHkkfor djus esa foKkiu
y
dk cM+k gkFk gksrk gSA foKkiu dsoy mRikn dk Kku gh ugha nsrk oju~ fdlh Hkh O;fDr esa mldh pkg mRié djrk gSA

d
ilan esa izkFkfedrk fnykrk gS rFkk mldks [kjhnus ds fy, izsfjr djrk gS ftlls fd Ø; ds fu.kZ; fudkyrs gSaA

u foKkiu çHkkoksRikndrk dk ewY;kadu

t
(Evaluating Advertising Effectiveness)

S
1. miHkksDrk çHkko lapkj çHkko
(Sales Effect) (Communication Effect)

1. miHkksDrk Øe ijh{k.k 3. iqu% Lej.k ijh{k.k

(Consumer-July Test 2. igpku ijh{k.k (Recall Test)
(Recognition
Test)
ii. ;ksX;rk Øe ijh{k.k i. xSyi ,oa jksfcUlu ijh{k.k
(Order of Merit Test) (Gallup & Robinson Test)
ii. rqyukRed ;qxy ijh{k.k
(Paired Comparison Test) ii. jsfM;ks ,oa Vsyhfotu iqu% Lej.k
ijh{k.k
iii. lgp;Z ijh{k.k
iv. Kku ijh{k.k
(Knowledge Test)

fp=k 16.4 foKkiu foKkiu izHkkoksRoikdnrk dk ewY;kadu (Evaluating Advertising Effectiveness)

foKkiu 279

1. foØ; izHkko (Sales Effect): foKkiu ds izHkko dk ewY;kadu foØ; o`f) ls ekik tk ldrk gSA ;fn fdlh
mRikn dh fcØh c<+rh gS rks ;g dgk tk ldrk gS fd ;g foKkiu ds izHkko ds gh dkj.k gSA ysfdu ,slk mlh
le; laHko gSa tcfd foKkiu ds vfrfjDr vU; py fLFkj gksa vkSj foKkiu ds rqjUr ckn rsth ls foØ; esa o`f)
gksA
foKkiu ds izHkko dks ekius ds fy, nks foØ; 'kgj ;k {ks=k pqus tkrs gSa ftudks (1) ijh{k.k 'kgj (Test Market),
(2) fu;a=k.k 'kgj (Controlled Market) dgrs gSaA ijh{k.k 'kgj dk vFkZ ml 'kgj ;k {ks=k ls gS ftlesa foKkiu
fd;k tkrk gSA ;fn bu nksuksa 'kgjksa ;k {ks=kksa esa igys foØ; dh ek=kk cjkcj Fkh ysfdu ,d 'kgj esa foKkiu
gks tksu ls ml 'kgj esa foØ; dh ek=kk igys foØ; dh rqyuk esa c<+ tkrh gS rks ;g dgk tkrk gS fd foKkiu
izHkkodkjh jgk gSA ijh{k.k esa foKkiu ls iwoZ u foKkiu ds ckn dh foØ; rqyiuk dh tkrh gSA
foKkiu o foØ; esa laca/k rks gksrk gS ysfdu bruk vf/kd ughaA ;g /kkj.kk fd pkyw foØ; pkyw foKkiu dk
gh izHkko gS] xyr gSA pkyw foØ; fiNys foKkiuksa dk lap;h izHkko gks ldrk gSA foKkiu dk foØ; ij D;k
izHkko iM+rk gS ;g ekiuk dfBu gSA ysfdu Mkd foKkiu dk izHkko ekik tk ldrk gSA bldk dkj.k ;g gS
fd Mkd foKkiu ds izkIr gks tkus ij gh mldk vkns'k xzkgd }kjk fn;k tkrk gSA vU; miHkksDrk oLrqvksa esa
foKkiu izHkko ugha ekik tk ldrk gSA
2.
m
lapkj izHkko (Communication Effect): fdlh foKkiu dk;ZØe dh izHkkoksRikndrk (Effectiveness) nks

o
izdkj ls ekih tk ldrh gS ,d rks foKkiu izfr (Advertising Copy) dks foKkiu ek/;e (Advertising Media)
dks Hkstus ls iwoZ ekiuk fd D;k og foKkiu izHkkodkjh gksxk\ bldks iwoZ ijh{k.k (Pre-Testing) dgrs gSaA nwljs

.c
esa tc foKkiu turk rd igqap tkrk gS rc mldh izHkkoksRikndrk vkadh tkrh gSA bldks foKkiu ds ckn
ijh{k.k (Post-Testing) dgrs gSaA fuEu rjhds bldh izHkkoksRikndrk dks vkadus ds fy, dke esa yk;s tkrs gSaA
a
(1) miHkksDrk iap ijh{k.k (Consumer Jury Test), (2). igpku ijh{k.k (Recognition Test), rFkk (3) iqu% Lej.k

m
ijh{k.k (Recall Test)A
miHkksDrk iap ijh{k.k (Consumer Jury Test): izHkkoksRikndrk dks vkadus dk ;g iwoZ ijh{k.k okyk
a
(i)
rjhdk gSA bldks lEefr ijh{k.k Hkh dgrs gSaA bl rjhds esa miHkksDrkvksa dks foKkiu izfr fn[kk;h tkrh

n
gS vkSj muls ml foKkiu ds izfr viuh izfrfØ;k O;Dr djus dks dgk tkrk gSA lkFk gh muls ;g iwNk

y
tkrk gS fd D;k foKkiu ls xzkgd esa oLrq Ø; djus ds fy, Hkkouk tkxzr gksxhA bl rjhds esa ;k rks xzkgdksa
ds ikl foKkiu izfr dh ,d udy o iz'u Hkst fn, tkrs gSaA vkSj muls vkxzg fd;k tkrk gS fd os mldk
d
mÙkj Hkst nsaA bl ijh{k.k ds <ax ds fu"d"kkZsa dks fjdkMZ djus ds nks rjhds gSa% ¼d½ ;ksX;rk Øe ijh{k.k

¼d½ ;ksX;rk u
(Order of Merit Test) rFkk ¼[k½ rqyukRed ;qxy ijh{k.k (Paired Comparison Test) A

t Øe ijh{k.k (Order of Merit Test): blesa miHkksDrkvksa iapksa dks dbZ izLrkfor foKkiu

Smudks
izfr;ka nh tkrh gSa vkSj muesa ls Øe ds vuqlkj iapksa dks dbZ pquus dks dgk tkrk gS tks foKkiu izfr
lcls vPNh yxrh gS mldks igys Øe ij j[kk tkrk gS rFkk tks nwljs LFkku ij vPNh yxrh
gS mldks mlds ckn j[kk tkrk gSA ckn esa bu lHkh izkIr Øeksa dk laxzg djds fu"d"kZ fudky ysrs
gSaA
¼[k½ ;ksX;rk ;qxy ijh{k.k (Paired Comparison Test): blesa miHkksDrk iapksa dks izLrkfor foKkiu
izfr;ka tksM+s esa nh tkrh gSa vkSj muls mu nksuksa esa ls ,d dks tk lcls vPNh gS pquus dks dgk tkrk
gSA blds ckn fQj mu nksuksa esa ls ,d rFkk u;h izfr dh rqyuk djds muesa ls lcls vPNh izfr dks
pquus dks dgk tkrk gSA ;g Øe cjkcj pyrk jgrk gS tc rd fd lHkh foKkiu izfr;ksa dh rqyuk
vU; nwljh izfr;ksa ls u gks tk, tks foKkiu lcls vf/kd ckj ilan vk;s ogh lcls vPNh le>h
tkrh gSA
280 foi.ku ds fl)kUr

(ii) igpku ijh{k.k (Recognition Test): foKkiu dh izHkkoksRikndrk dk ijh{k.k ds vk/kkj ij Hkh fd;k tk
ldrk gSA ;g rjhdk foKkiu ds ckn ds ijh{k.k dk rjhdk gSA blesa ;knnk'r dks vf/kd egRo fn;k x;k
gSA blesa foKkiu dks miHkksDrkvksa dks fn[kk;k tkrk gS vkSj muls iwNk tkrk gS fd D;k mUgksaus ,slk foKkiu
dHkh ns[kk gS ;fn bldk mÙkj ^^gka** esa vkrk gS rks blls fu"d"kZ fudkyk tk ldrk gS fd foKkiu izHkkodkjh
jgk gSA
(iii) iqu% Lej.k ijh{k.k (Recall Test): ;g Hkh foKkiu ds ckn ds ijh{k.k dk rjhdk gSA blesa xzkgdksa ls ;g
iwNk tkrk gS fd D;k mUgksaus ,slk foKkiu] ftlesa bl izdkj dh ckrsa gSa] ns[kk gS\ blesa foKkiu xzkgdksa
dks fn[kk;k ugha tkrk gSA ;fn xzkgdksa }kjk bl izdkj ds iz'uksa ds mÙkj gka esa fn;s tkrs gSa rks blls ;g
fu"d"kZ fudyrk gS fd foKkiu izHkkodkjh jgk gSA bl iqu% Lej.k ijh{k.k ds fuEu rjhds gSa&
¼d½ xSyi ,oa jksfcUl ijh{k.k] ¼[k½ jsfM;ks ,oa Vsyhfotu iqu%Lej.k ijh{k.k] ¼x½ lgp;Z ijh{k.k] rFkk ¼?k½
Kku ijh{k.kA
¼d½ xSyi ,oa jksfcUl ijh{k.k (Gallup & Robinson Test): blesa mÙkj nsus okyksa dks igys og if=kdk
fn[kk;h tkrh gS ftlesa foKkiu Nik FkkA fQj muls iwNk tkrk gS fd D;k mUgksaus ml if=kdk dk
voyksdu fd;k gS ;fn mÙkj gka esa vkrk gS rks fQj muds le> dbZ czkaMksa ds dkMZ j[k fn;s tkrs

m
gSa vkSj muls iwNk tkrkgS fd mUgkasus blesa ls fdl czkaM ds foKkiu dks ns[kk gS fQj muls ml czkaM
ds foKkiu ds ckjs esa ;kn djds mldh fo'ks"krkvksa dks crkus dks dgk tkrk gS vkSj dqN iz'u bl
o
izdkj ds fd;s tkrs gSa fd ^^foKkiu esa D;k dgk x;k gSA D;k blls mRikn dks Ø; djus ds fy,

.c
fpÙk vkdf"kZr gqvk gS\** bu lHkh mÙkjksa dks fy[k fn;k tkrk gSA vc if=kdk dks [kksydj mÙkj nsus
okys dks og foKkiu fn[kk;k tkrk gS vkSj iwNk tkrk gS fd ^^D;k ;g ogh foKkiu gS**\ ;fn mÙkj

a
nsus okyksa esa ls vf/kdrj O;fDr foKkiudrkZ ds fgr fd n`f"V ls mÙkj nsrs gSa rks ;g dgk tkrk gS
fd og foKkiu izHkkodkjh jgk gSA ;g rjhdk iqu% Lej.k ij vk/kkfjr gS rFkk foKkiu ds ckn
ijh{k.k dk rjhdk gSA
m
a
¼[k½ jsfM;ks ,oa Vsyhfotu iqu%Lej.k ijh{k.k (Radio and Television Recall Test): os foKkiu tks
jsfM;ks ,oa Vsyhfotu ls fd;s tkrs gSa mu foKkiuksa ds ijh{k.k ds fy, ;g rjhdk viuk;k tkrk gSA
n
blesa jsfM;ks izlkj.k o Vsyhfotu ds }kjk foKkiu ds nwljs fnu VyhQksu ls ;k ?kj&?kj tkdj

y
iwNrkN dh tkrh gS fd D;k mUgksaus veqd czkaM dk foKkiu jsfM;ks ls lquk ;k Vsyhfotu ls ns[kk\

d
;fn ml czkaM ds fy, vf/kdka'k mÙkj gka esa vkrs gSa rks ;g le>k tkrk gS fd foKkiu izHkko'kkyh
jgk gSA ;g rjhdk iqu%Lej.k ij vk/kkfjr gS rFkk foKkiu ds ckn ds ijh{k.k dk rjhdk gSA
¼x½ lkgp;Z u ijh{k.k ;g foKkiu ds ckn ijh{k.k dk ,d rjhdk gSA mnkgj.k ds
t
(Association Test):
fy, mÙkj nsus okyksa ls ;g iwNk tkrk gS fd ,slk dkSu lh Øhe dk foKkiu gS ftlesa ;g fy[kk gS

S^^Ropk ds fy, eqyk;e ,oa jax lkQ djus esa lgk;dA** ,sls iz'u lgp;Z ds izrhd gSaA ,d vksj
rks mRikn gS] nwljh vksj ml mRikn dk ukjk o rhljh vksj ml mRikn ds czkaM dk ukeA ftrus vfèkd
mÙkj nsus okys bl ckr dk lgh mÙkj nsrs gSaA mruk gh og foKkiu izHkkodkjh ekuk tkrk gSA ;g
rjhdk Hkh iqu%Lej.k ij vk/kkfjr gSA
¼?k½ Kku ijh{k.k (Knowledge Test): bl rjhds esa mÙkj nsus okys ls fHké izdkj ds iz'u ds fd;s tkrs
gSa ftuls ;g irk pys fd D;k mldks ml oLrq dh tkudkjh gS\ tSls] ^^D;k vkius dHkh vk;qoZsn
lsok vkJe dk uke lquk gS\** D;k vkius ^^vksuhMk** dk uke lquk gS\** blls foKkiu ds izHkkodkjh
gksus dk vanktk yx tkrk gSA dqN O;fDr bldks Kku ijh{k.k dk uke nsrs gSaA ;g rjhdk Hkh iqu%Lej.k
ij gh vk/kkfjr gSA
foKkiu 281

vHkh geus foKkiu ds izHkko dks ekius ds dbZ rjhdksa dk v/;;u fd;k gS ysfdu vc iz'u ;g mBrk gS fd bu rjhdksa
esa dkSu lk rjhdk lcls vPNk gSA okLro esa fo'okl ds lkFk ;g ugha dgk tk ldrk fd dksbZ rjhdk lcls vf/kd vPNk
gS bldk dkj.k ;g gS fd izR;sd fof/k esa dksbZ deh vo'; gSA ysfdu ;g vko';d gS fd izHkko dks fdlh mís'; dks
j[kdj gh ekiuk pkfg,A
Js"B foKkiu ds vko';d rRo
(Essentials of a Good Advertisement)
dkSu ls foKkiu vf/kd egRoiw.kZ gksrs gSa\ nwljs 'kCnksa esa dkSu ls rRo foKkiu dks izHkkoiw.kZ cukus ds fy, vko';d gSa\
;gka ge vPNs foKkiuksa rFkk cqjs foKkiuksa ds varjksa dks fn[kkus esa #fp ysrs gSaA fo'ys"k.k ds vk/kkj ij ge ns[ksaxs fd vPNs
foKkiu ds dkSu ls rRo gSa tks foKkiu dks cqjs foKkiu dh rqyuk eas vPNk cukrs gSaA vPNk foKkiu og gS tks ns[kk x;k
gks i<+k x;k gks] le>k x;k gks] fo'okl fd;k x;k gks vkSj ;kn j[kk x;k gksA ;g ljy ifjHkk"kk vPNs foKkiu ds lkjs
rRoksa dks iznf'kZr djrh gSA mUgsa bl izdkj crk;k tk ldrk gS] tSls vkd"kZdrk] #fp mRié djuk] ljyrk] fo'okl
;ksX;rk rFkk ;knnk'rA
1. vkd"kZ.k (Attraction): foKkiu dk izeq[k xq.k vkd"kZ.k gS tks ikBdksa dks vkdf"kZr dj ldsaA tc rd foKkiu

m
vkdf"kZr u djsa] mldk dksbZ ykHk ugha gSA ;gh ikBd dk foKkiu izfr dh vksj rFkk fQj mRikn vkSj mRikndrk
dh vksj ys tkrk gSA vkd"kZd 'kh"kZd] fofp=k ?kks"k.kk] lkaf[;dh; izekiksa lfgr nkos] vPNs ls vPNs mnkgj.k vPNs
o
jax ls lc foKkiu ds vkd"kZ.k] dks c<+kus ds fy, vko';d rRo gSaA blesa dksbZ 'kadk ugha gS fd iq#"k ds lwV

.c
ds diM+s ds fy, L=kh lkM+h iguh gqbZ fn[kkbZ tk, tks ml 'kwfVax dks crk jgh gks] rks T;knk vkdf"kZr gksxkA
dqN ifjfLFkfr;ksa esa ,sls mnkgj.k fn, tkrs gSa ftudk csps tkus okys oL=kksa ls dksbZ laca/k ;k laidZ ugha gksrkA
a
bldk mís'; flQZ ikBdksa dks vkdf"kZr djus ds fy, gh gksrk gSA ,slk gh ,d foKkiu "Siemens India Ltd."

m
us vius fLop cksMZl ds fy, fd;k Fkk] bl foKkiu dh fo"k;oLrq esa ,d lqanj cPps dk mnkgj.k fn;k x;k FkkA
yksxksa esa bldh lcls igyh izfrfØ;k ;g gksrh gS fd bl NksVs cPps dk bl fLop cksMZ ls D;k laca/k gSA cPpk
a
,d vkd"kZ.k dk dsUnz cu tkrk gS tks fd foKkiu ds lekpkj ls vyx ugha gSA xzkgd ml foKkiu dks ns[kus

n
ds ckn mlls vkdf"kZr gksrk gSA fdUrq blds laca/k esa dksbZ fu.kZ; blfy, ugha ys ikrk gS D;ksafd mlds ewY; ds

y
lekpkj dh deh gSA blfy, dqN le; mijkar og ml foKkiu dks Hkwy tkrk gS] rFkk bl izdkj daiuh vius
laHkkfor xzkgd dks [kks cSBrh gSA vr% blds vfrfjDr vuU;rk (Uniqueness) ewY; lwpuk nkoksa dh izeq[krk
d
vkfn Hkh izeq[k rRo gS tks fd foKkiu ds vkd"kZ.k dks c<+krs gSaA daiuh }kjk fd, x, nkos Hkh vR;ar izeq[k gSa]

u
blls xzkgdksa esa Nqih gqbZ vko';drk dks txk;k tkuk pkfg,A ;fn xzkgd mRikn dh vko';drk ls ifjfpr ugha

t
gS vkSj foKkiu mu vko';drkvksa dks mUgsa crykus esa vleFkZ gS] rks foKkiu vizHkko'kkyh dgyk,xkA ;fn

S
foKkiu xzkgdksa dh vko';drkvksa laca/kh nkos ugha djrk gS] rks Hkh og csdkj gSA tgka laHkkfor xzkgd ewY;ksa ls
lacaf/kr lwpuk,a pkgrs gksa ogka ;fn foKkiu oLrqvksa ds xq.kksa ds laca/k esa o.kZu nsrk gks] rks ;g foKkiu Hkh csdkj
gS] D;ksafd mlesa vkd"kZ.k ugha jg ikrk gSA izR;sd foKkiu esa ,d fofp=krk gksuh pkfg, ftlls xzkgdksa dks [khapk
tk lds] mudks vkdf"kZr fd;k tk ldsA vf/kdka'k Hkkjrh; daifu;ksa ds foKkiu vlQy blfy, gksrs gSa fd os
oLrqvksa ds xq.kksa ls lacaf/kr tkudjh gh ns nsrs gSaA ewY;ksa dk dksbZ fooj.k ugha gksrkA xzkgd foKkiu dks ns[kus
ds ckn ml mRikn esa #fp ys ldrk gS fdUrq dksbZ fu.kZ; ugha ys ldrk] D;ksafd mlesa ewY; ls lacaf/kr dksbZ fooj.k
ugha gksrk gS] vr% dqN le; mijkar og ml oLrq rFkk ml foKkiu ds laca/k esa Hkwy tkrk gSA bl izdkj daiuh
vius laHkkfor xzkgd dks [kks cSBrh gSA
2. #fp dk l`tu (Creation of Interest): vkd"kZ.k ds lkFk&lkFk foKkiu esa #fp Hkh gksuh pkfg,] mlesa ikBd
esa Ø; djus dh #fp txkus dh {kerk gksuh pkfg,A bl rRo ds fy, foKkiu ds ¼fiNys iSjkxzkQksa esa crk, x,½
282 foi.ku ds fl)kUr

rRo ,d nwljs ls Jà[kfyr gksus pkfg,& ml le; ls tc ls foKkiu dk igyk rRo 'kh"kZd ns[kk x;k gksA 'kh"kZd
foKkiu dk igyk rRo ekuk tkrk gSA ;fn foKkiu dks izHkkoiw.kZ cukuk gS rks mlesa #fp mRié djus dk xq.k
gksuk pkfg,A dsoy rF; vkadM+s vkSj lkaf[;dh; fooj.k ikBd dks cksj dj nsrs gSaA mUgsa dqN #fpdj fof/k;ksa
}kjk] vPNs mnkgj.kksa }kjk] xzkQksa ¼fp=kksa½ }kjk rFkk #fpiw.kZ Hkk"kk }kjk fn[kk;k tkuk pkfg,A
3. ljyrk (Simplicity): ljyrk izHkkoiw.kZ foKkiu ds fy, vko';drk gS la;ksxkax gSA ;g izekf.kr rF; gS fd
iwjs iés ds vPNs jaxhu foKkiu ls ,d pkSFkkbZ iés dk fcuk jax dk foKkiu ¼tks dsoy lQsn o dkys esa gks½ vfèkd
izHkkoiw.kZ gks ldrk gSA tc rd ikBd foKkiu dks ljyrk ls tYnh ls u le> ys rc rd foKkiu dk dksbZ
Qk;nk ugha gSA 'kh"kZd dk mnkgj.k rFkk fo"k;oLrq ljy gksuh pkfg,A foKkiu ljy Hkk"kk esa izLrqr fd;k tkuk
pkfg, rFkk mldk vFkZ Li"V gksuk pkfg,A foKkiu dh ljyrk ;k tfVyrk ikBdksa ij Hkh fuHkZj djrh gSA gesa
fdlkuksa ds fy, ljy vkSj izR;{k vihyksa dk iz;ksx djuk pkfg,A tcfd i<+s&fy[ks yksxksa ds fy, ge tfVy
vkSj vizR;{k vihyksa dk iz;ksx dj ldrs gSaA
4. fo'okl ;ksX;rk (Believability): foKkiu fo'okl ;ksX; gksuk pkfg,A nkoksa rFkk vihyksa dk izHkko rc [kRe
gks tkrk gS tcfd ikBdksa esa fo'okl u gksA xzkQksa] mnkgj.kksa] loZs{k.kksa] usrkvksa] vuqla/kkuksa dh miyfC/k;ksa]
iz;ksx'kkykvksa ds ijh{k.kksa] i=kksa dh QksVks dkfi;ksa izek.k&i=kksa vkfn ds }kjk foKkiuksa ds fo'okl dks c<+k;k tk
m
ldrk gSA dksbZ VwFkisLV foKkiudrkZ tSl dksyxsV] QksjgsUl budk iz;ksx vius mRiknu ds izorZu ds fy, djrs
o
gSaA vkS|ksfxd oLrqvkas ds foKkiuksa ds fy, lQy iz;ksxdrkZvkas ds mnkgj.k fp=kksa vkfn ds }kjk fn, tk ldrs

.c
gSa vf/kdka'k cSad] chek daifu;ka vkSj nwljh lsok;sa iznku djus okys viuh lsokvksa ds fy, blh rduhd dks viukrs
gSaA ek/;e] ftuds }kjk foKkiu izLrqr fd, tkrs gSa] fo'okl dks c<+k ldrs gSaA byLVªsVM ohdyh] jhMlZ MkbtsLV]

a
/keZ;qx ds foKkiuksa dks i<+us okys nwljh if=kdkvksa ds] tks T;knk ekU; ugha gSa] ikBdksa dh rqyuk esa foKkiuksa ij
vf/kd fo'okl djrs gSaA
5. m
;knnk'r (Rememberance): vPNs foKkiu ds fy, ;knnk'rrk ,d izeq[k vko';d rRo gSA yksxksa dh
a
;knnk'rrk detksj gksrh gS blfy, tc rd foKkiu ckj&ckj u fd;k tk, rc rd yksx mls ;kn ugha j[k

n
ldrs gSaA fLFkjrk ds fy, iqujko`fÙk vko';d gS foKkiu dks iz Hkko cukus ds fy, mls ikap ls nl ckj fuf'pr

y
le;karjksa ls mlh ;k nwljs ek/;eksa ls nksgjk;k tkuk vko';d gSA lcls izFke volj ij tc foKkiu dks yksxksa
ds lkeus is'k fd;k tkrk gS rks gks ldrk gS fd dbZ yksx mls ns[ksa ;k dbZ yksx izFke n`f"V esa mls igpku u
d
ik,aA bu lcds fy, foKkiu dk nqgjk;k tkuk vko';d gS ftlls fd ikBdksa dh ;knnk'r Hkh cuh jgsA Ø;

u
dh iqujko`fÙk dks izHkkfor djus ds fy, Hkh foKkiu dk nqgjk;k tkuk vko';d gSA xzkgdksa }kjk Ø; dh ckjackjrk

t
daiuh dh lQyrk ds fy, vko';d gSA izkFkfed Ø; ds ckn Ø; dh iqujko`fÙk vkRefo'okl dks c<+krh gS rFkk

S
mRikn vkSj QeZ dh [;kfr dks c<+krh gSA
6. lwpukiznk (Informative): ,d vPNk foKkiu gksus ds fy, ;g vko';d gS fd og mRikn dh fo'ks"krkvksa]
dher] xkjaVh] miyC/krk vkfn ds ckjs esa leLr lwpuk iznku djsA
7. dkuwuh o uSfrd n`f"V ls lgh (Legally and Ethically Sound): varr% ge ;g dg ldrs gSa fd Js"B foKkiu
ds fy, vko';d rRo ;g gS fd mlesa dksbZ Hkh xyr fooj.k ¼dFku½ ugha gksuk pkfg,A dsoy lR; rFkk lgh
lwpuk,a gh nh tkuh pkfg,] ftlls laHkkfor xzkgd foKkfir mRikn dk iz;ksx djus ds ckn r`Ir gks lds ¼mUgsa
/kks[kk u fn;k tk,½A lPps foKkiuksa ds LFkkbZ izHkko gksrs gSa ftlls dh lQy foØ; rFkk ykHk gksrk gSA ;g vfr
vko';d gS fd foKkiu dkuwu ,oa uSfrd n`f"Vdks.k ls lgh gksuk pkfg,A
foKkiu 283

foKkiu ek/;e ds pquko dk fu.kZ;

(Media Selection Decision)
;k
foKkiu ek/;e dk pquko djrs le; /;ku nsus ;ksX; ckrsa
(Factors to be Considered while Selecting Advertising Media)
foKkiu ek/;e (Advertising media) foKkiu lUns'k igqapkus dk ,d lk/ku gSA ,d mfpr lk/ku dks pquuk gh ,d leL;k
gSA ,d foØsrk tks ,d NksVs LFkku ij gS mlds fy, ;g leL;k bruh vf/kd cM+h ugha gS ysfdu mu foØsrkvksa dh leL;k
fuf'pr :i ls cM+h gS ftudk {ks=k jk"Vªh; ;k vUrjkZ"Vªh; gSA LFkkuh; foØsrk ds le{k rks foKkiu ek/;e ds LFkkuh;
lk/ku tSls] v[kckj] ykmMLihdj] flusek LykbM o lkbu cksMZ] vkfn gksrs gSa ysfdu ,d jk"Vªh; ;k vUrjkZ"Vªh; foØsrk
ds le{k rks jsfM;ks] Vsyhfotu] i=k&fi=kdk,¡] uqekb'ksa o fHké&fHké ifjfLFkfr;ksa esa fHké&fHké ckrksa ij fuHkZj djrk gSA
,d ckr rks lnk gh /;ku esa j[kus ;ksX; gS vkSj og gS laLFkk dk foKkiu ctVA ,d laLFkk ds foKkiu ds ek/;e ds pquko
dk fu.kZ; ysus esa ctV gh egRoiw.kZ Hkwfedk vnk djrk gSA laLFkk ds ikl dHkh&dHkh i;kZIr /ku ugha gksrk gS ftlls lHkh

m
foKkiu lk/kuksa dk mi;ksx fd;k tk ldsA foKkiu ek/;e ds pquko dk fu.kZ; ysrs le; fuEufyf[kr ckrksa dks vo';
gh n`f"Vxr dj ysuk pkfg,&
1. o
oLrqvksa ,oa lsokvksa dh izÑfr& foKkiu ds ek/;e dk pquko djrs le; foKkfir dh tkus okyh oLrqvksa ,oa

.c
lsokvkas dh izÑfr dks /;ku esa j[kk tkuk pkfg,A oLrq,¡ ,oa lsok,¡ dbZ izdkj dh gks ldrh gSa] mnkgj.kkFkZ] oLrq,¡
nSfud miHkksx lEcU/kh gks ldrh gSa] vkS|ksfxd dPpk eky gks ldrk gS ;k foykflrk rFkk vkjkenk;d

a
vko';drkvksa dh iwfrZ djus okyh gks ldrh gSaA blh rjg lsok,¡ Hkh vusd rjg dh gks ldrh gSa tSls] cSadksa dh
lsok,¡] ejEer dh lsok,¡] lykgdkjh lsok,¡ vkfnA
2. m
O;olk; dk {ks=k& foKkiu ds ek/;e dk p;u djrs le; cktkj dh fo'kkyrk dks Hkh /;ku esa j[kk tkuk pkfg,A

a
;fn oLrqvksa ,oa lsokvkas dk O;kolkf;d {ks=k jk"Vªh; gS rks jk"Vªh; Lrj ij i=k&if=kdkvksa] jsfM;ks] Vsyhfotu vkfn

n
dks foKkiu ds ek/;eksa ds :i esa pquk tkuk pkfg,A blds foijhr ;fn cktkj LFkkuh; gS rks i=k&if=kdkvksa
ds tfj;s] iksLVlZ ds tfj;s ;k ekbd vkfn ds }kjk ls.Mfop vkfn foKkiu ek/;eksa dk pquko fd;k tk ldrk
gSA
y
3.
d
xzkgd oxZ dk LoHkko& foKkiu ds ek/;e dk pquko djrs le; ;g Hkh ns[kuk pkfg, fd xzkgdksa dk oxZ fdl

u
izÑfr dk gSA D;k xzkgd miHkksDrk Js.kh esa vkrs gSa ;k vkS|ksfxd xzkgdksa dh Js.kh esa vkrs gSa\ ;fn foKkiu ds
ikBd] Jsrk ;k n'kZd miHkksDrk&xzkgd gSa rks muds fy, lekpkj&i=kh; foKkiu] O;kikfjd i=k&if=kdkvksa esa
t
foKkiu vkfn mi;qZDr jgrs gSaA
4.
S
xzkgdksa dh lkekftd ,oa vkfFkZd fLFkfr& foKkiu ds ek/;e dk pquko djrs le; xzkgdksa dh lkekftd ,oa
vkfFkZd fLFkfr dks Hkh /;ku esa j[kuk pkfg,A xzkgd /kuoku gS ;k xjhc] xzkgd f'kf{kr gS ;k vf'kf{kr] xzkgd
iq#"k gS ;k fL=k;k¡ vkfn ckrksa dks Hkh /;ku esa j[kk tkuk pkfg,A ;fn xzkgd xjhc gSa ;k e/;oxZ ds gaS rks lkekU;
i=k&if=kdk,¡] v[kckj] iksLVlZ ,oa vkdk'kok.kh }kjk foKkiu djuk Bhd jgrk gSA ;fn xzkgd /kuoku gSa rks
Vsfyfotu] izR;{k Mkd foKkiu] jsfM;ks ,oa mPpLrjh; i=k&if=kdk,¡ foKkiu ds ek/;eksa ds :i esa pquh tk
ldrh gSaA ;fn xzkgd vf'kf{kr gS rks jssfM;ks ,oa fQYe dk foKkiu djuk Bhd jgrk gSA ;fn xzkgd f'kf{kr gSa
rks i=k&if=kdk,¡] Mkd }kjk izR;{k foKkiu] lekpkj&i=k vkfn ds ek/;eksa ds :i esa pquk tk ldrk gSA ;fn
L=kh xzkgd gSa rks jsfM;ks] fQYeksa] lkekftd i=k&if=kdk,¡ vkfn ek/;e vf/kd mi;qZDr jgrs gSaA blh izdkj iq#"kksa
ds xzkgd&oxZ ds fy, v[kckj] ls.Mfop foKkiu] Mkd }kjk foKkiu] jsfM;ks] fQYeksa vkfn ek/;e mi;qZDr jgrs
gSaA
284 foi.ku ds fl)kUr

5. lUns'k dk LoHkko& lUns'k vusd izdkj ds gks ldrs gSa tSls y?kq lUns'k ,oa yEcs lUns'k] xhrkRed ;k o.kkZukRed
lUns'k] 'kCnkRed ;k fp=kkRed lUns'k vkfnA blfy, foKkiu ds ek/;e dk pquko djrs le; fn;s tkus okys
lUns'k dh izÑfr dks Hkh /;ku eas j[kk tkuk pkfg,A ;fn lUns'k NksVs gksa rks jsfM;ks }kjk] yEcs gksa rks
i=k&if=kdkvksa] iksLVlZ }kjk] xhrkRed gksa rks jsfM;ks }kjk] fp=kkRed gksa rks i=k&if=kdkvksa] iksLVlZ ,oa fQYeksa
}kjk xzkgdksa rd igqapk;s tk ldrs gSaA
6. miyC/k ek/;eksa dk rqyukRed v/;;u& foKkiu ds ek/;e dk pquko djrs le; O;kolkf;d txr esa ftrus
Hkh ek/;e miyC/k gSa mudk rqyukRed v/;;u djuk pkfg,A izR;sd foKkiu&ek/;e ls izkIr gksus okys ykHkksa
,oa gkfu;ksa dk foospu djuk pkfg,A miyC/k ek/;eksa dk rqyukRed v/;;u djrs le; fuEu rF;ksa ij fopkj
fd;k tkuk pkfg,%
(i) ek/;e dk izpyu% izR;sd O;kikfjd laLFkk dks ;g irk jgrk gS fd izfr;ksxh laLFkk;sa fdu ek/;eksa dks
iz;qDr dj jgh gS vkSj mudks dSlh lQyrk izkIr gks jgh gSA blfy, O;kolkf;d txr esa ftl oLrq ds
fy, tks lk/ku vf/kd iz;qDr fd;k tk jgk gks] foKkiudrkZ dks pkfg, fd og mls gh dke esa ysA
mnkgj.kkFkZ] ;fn foKkiu] v[kckj] iksLVlZ ,oa jsfM;ks o fQYeksa }kjk fd;k tk jgk gS rks foKkiudrkZ dks
Hkh bUgha ek/;eksa dks viukuk pkfg,A
(ii)
m
ek/;e dh yksdfiz;rk ,oa izfr"Bk% foKkiudrkZ dks ek/;eksa dk pquko djrs le; mudh yksdfiz;rk ,oa
izfr"Bk ij fopkj djuk pkfg,A ek/;eksa dh yksdfiz;rk ,oa izfr"Bk dk vuqeku mlds {ks=k ,oa izHkkoksa }kjk
o
yxk;k tk ldrk gS] tSls v[kckj ,oa i=k&if=kdkvksa dh ykssdfiz;rk ,oa izfr"Bk dk vuqeku bl ckr ls

.c
yxk;k tk ldrk gS fd og jk"Vªh; Lrj dk gS ;k LFkkuh; Lrj dk] mls fdrus ,oa fdl oxZ ds O;fDr
i<+rs gSa rFkk mldh vko`fÙk dSlh gSA
a
(iii) ek/;e dh ykxr% foKkiudrkZ dks ek/;eksa dk pquko djrs le; mudh ykxr ij Hkh fopkj djuk pkfg,]

m
D;ksafd izR;sd laLFkk lhfer lk/kuksa dk vf/kdre rFkk lokZsÙke mi;ksx djuk pkgrh gSA ek/;eksa dh ykxr
dk vuqeku le;] O;;] muds {ks=k (Coverage) izHkko] LFkkf;Ro vkfn dks /;ku esa j[kdj yxk;k tkuk
pkfg,A
a
7.
n
foKkiu dh izfrfyfi& foKkiu ds ek/;eksa ds pquko dks cgqr ckj foKkiu dh izfrfyfi;k¡ Hkh izHkkfor djrh

y
gSaA blfy, foKkiudrkZ dks pkfg, fd og ek/;eksa dk pquko djrs le; foKkiu dh izfrfyfi;ksa ds vkdkj ,oa
vU; fo'ks"krkvksa vkSj muds 'kh?kz izdk'ku dh vko';drk dh rhozrk dks /;ku esa j[ksaA mnkgj.k ds fy, ;fn
d
QqVdj O;kikfj;ksa dks vius xzkgdksa dks ;g lwpuk nsuh gS fd eky dk u;k LVkWd vk x;k gS vkSj 'kh?kz gh lekIr

u
gksus okyk gs rks og LFkkuh; i=k&if=kdkvksa] iksLVlZ vkfn ds }kjk ,slh lwpuk ns ldrk gS vkSj ;fn eky ds LVkWd

t
dh lekfIr dh lwpuk nsuh gS rks og viuh nqdku ds vkxs bl vk'k; dh ,d r[krh yxkdj Hkh ns ldrk gSA

S
8. Ø;&fu.kZ;ksa dk le; ,oa LFkku& foKkiu ds ek/;eksa dk pquko djrs le; ;g /;ku esa j[kuk pkfg, fd dkSulk
,slk ek/;e gS tks xzkgdksa rd muds }kjk eky [kjhnus ds fu.kZ; ysrs le; rd igqap ldsA mnkgj.kkFkZ] iqLrd
foØsrkvksa ds y, Ldwy ,oa dkWystksa ds [kqyus ds lkFk gh iqLrdsa ,oa f'k{kk lkexzh fcduk 'kq: gks tkrh gSaA blfy,
Ldwyksa ,oa dkWystksa ds [kqyus ds dqN le; iwoZ gh ok¡fNr lUns'k iqLrd&foØsrkvksa rd igq¡p tkus pkfg,A
9. foØ; uhfr& foØ; uhfr Hkh foKkiu ds ek/;e ds pquko dks izHkkfor drh gSA mnkgj.kkFkZ] ;fn xzkgd Fkksd
;k QqVdj O;kikjh gSa rks Mkd }kjk foKkiu ds ek/;e dks viuk;k tk ldrk gSA
10. cktkj (Market)& foKkiu lUns'k igqapkus dk ,d lk/ku gSA blfy, lcls igys bl ckr ij fopkj dj fy;k
tkuk pkfg, fd lUns'k fdu O;fDr;ksa rd igqapkuk gS\ blh ckr dks bl izdkj dg ldrs gSa fd ml oLrq dk
cktkj fdl izdkj dk gS\ D;k foKkiu lUns'k lHkh izdkj ds O;fDr;ksa rd igqapkuk gS ;k L=kh] cPps] O;kikjh]
fdlku] vkfn rd\ ;g lwpuk rks miHkksDrk vuqlU/kku ls izkIr dh tk ldrh gSA
foKkiu 285

foKkiu lk/ku ds dqN rjhds ,sls gSa tks ns[kus esa rks ,d ls yxrs gSa ysfdu muds vuqdj.k djus okys vyx&vyx
gSa( tSls] if=kdkvksa ds i<+us okys vyx&vyx gksrs gSaA dqN if=kdk,¡ cPpksa dh gksrh gSa rks dqN O;kikfj;ksa dhA
blh izdkj dqN fL=k;ksa dh rks dqN flusek izsfe;ksa dhA v[kckj Hkh vyx&vyx izdkj ds gksrs gSaA dqN rks etnwjksa
ds fy, gksrs gSa] rks dqN lk/kkj.k turk ds fy,] rks dqN O;kikfj;ksa ds fy,A
vr% foKkiu ek/;e fu.kZ; djrs le; miHkksDrk ds izdkj o ek/;e dh izÑfr dks /;ku esa j[kdj fu.kZ; ysuk
pkfg,A
11. forj.k iz.kkyh (Distribution policy)& foKkiu ek/;e dk pquko djrs le; foKkiudrkZ }kjk viuh fooj.k
iz.kkyh dks Hkh /;ku esa j[kuk pkfg,A blesa dksbZ ykHk ugha gS fd foKkiu ,sls lk/kuksa ls djk;k tk; ftudk
izlkj.k lEiw.kZ Hkkjr esa gksrk gks ysfdu ml oLrq ds foØsrk lEiw.kZ Hkkjr esa u ik;s tk;saA vr% foKkiu ,sls lkèkuksa
ls djk;k tkuk pkfg, fd ;fn dksbZ O;fDr foKkiu ls izHkkfor gksdj oLrq Ø; djus dh bPNk j[krk gS rks
mls og oLrq vius uxj] 'kgj ;k LFkku ij fey ldsA
12. ek/;e dk pyu (Circulation of the media)& pyu dk vFkZ gS fd ;fn v[kckj gS rks mldh fdruh izfr;k¡
fcdrh gSa\ blh izdkj ;fn og if=kdk gS rks mlds fdrus xzkgd gSa\ ;fn og Vsyhfotu ;k jsfM;ks gS rks fdrus
O;fDr Vsyhfotu ns[krs gSa ;k jsfM;ks lqurs gSa\ foKkiu ek/;e dk pquko djrs le; ek/;e ds pyus dk Hkh è;ku
j[kuk pkfg, vkSj mlh ek/;e dks pquuk pkfg, ftldk pyu lcls vf/kd gSA
m
o
13. ek/;e dh ykxr (Media cost)& foKkiu ds fofHké ek/;eksa }kjk fofHké foKkiu njsa yh tkrh gSa] tSls] nSfud
v[kckjksa }kjk izfr ykbu dh nj ls foKkiu O;; fy;k tkrk gS ysfdu if=kdk,¡ iwjs ist ;k vk/ks ist o pkSFkkbZ

.c
ist dh nj ls O;; ysrh gSaA ,d foKkiudrkZ dks ;g ns[kuk gS fd de&ls&de O;; esa fdrus vf/kd xzkgdksa
rd igqap ldrk gSA bldks ge ,d mnkgj.k }kjk Li"V dj ldrs gSaA eku yhft, nks v[kckj fgUnqLrku VkbEl
a
o VkbEl vkWQ bf.M;k gSaA nksuksa dk izpyu Øe'k% 3 yk[k v[kckj o 5 yk[k v[kckj gSA ysfdu foKkiu njsa
3 #i;s iafDr o 4 #i;s iafDr gS rks ,d v[kckj dk izfr yk[k O;; fuEu izdkj fudysxk&
v[kckj pyu m
izfr iafDr foKkiu nj izfr ,d yk[k ij nj
fgUnqLrku VkbEl a #i;s
3,00,000 3 #i;k 1
VkbEl vkWQ bf.M;k
n 5,00,000 #i;s 4 iSlk 80

y
izfr yk[k ij O;; fudkyus dk fu;e gS&

d iafä dh nj ×100
, ,000

udjkus okys dks VkbEl vkWQ bf.M;k vPNk jgsxk D;ksafd blesa ,d iafDr dh nj
izpyu

t fgUnqLrku VkbEl dh nj ,d #i;sA oSls ;g lk/kkj.k fu;e gS fd ftl v[kckj dk pyu

bl izdkj ,d foKkiu 80

S
iSls iM+rh gS tcfd
(circulation) ftruk vf/kd gksxk mldh izfr yk[k nj Hkh de gksxhA blds foijhr] ftl v[kckj dk pyu
ftruk de gksxk mruh gh mldh izfr yk[k ij nj vf/kd gksxhA
if=kdkvksa ds fy, Hkh blh izdkj dh njsa izfr gtkj ij fudkyh tkrh gSa vkSj bldk fu;e Hkh bl izdkj gS&
izfr ist nj ×1,000
izpyu
Vsyhfotu o jsfM;ks dh njsa izfr feuV] ?k.Vs] vk/kk ?k.Vs o pkSFkkbZ ?k.Vs dh gksrh gSaA blesa ;g fudkyuk iM+rk
gS fd izfr feuV esa fdrus O;fDr Vsyhfotu ns[krs gSa ;k jsfM;ks lqurs gSa&
14. foKkiudrkZvksa dh jhfr (Advertisers' usage)& ,d foKkiudrkZ ftl foKkiu ek/;e dks viukrk gS
mldk izfr;ksxh Hkh mldks bl vk'k; ls viuk ysrk gS fd og izHkkoksRiknd vo'; gksxkA vr% ,d foKkiudrkZ
286 foi.ku ds fl)kUr

dks foKkiu ek/;e lEcU/kh fu.kZ; ysrs le; izfr;ksxh laLFkk dh foKkiu jhfr dks Hkh le> ysuk pkfg,A ysfdu
mldh udy u djds ;g le>us dh dksf'k'k djuh pkfg, fd mldk foKkiu dgk¡ vkSj dSls gksrk gS\
15. foKkiu dk mís'; (Objective of the advertising)& fdlh foKkiu ek/;e ds pquko ij foKkiu mís'; dk
izHkko iM+rk gSA tSls] ;fn foKkiu rqjUr djkuk gS rks blds fy, lekpkj&i=k o ykbMLihdj Bhd gSaA blh
izdkj ;fn foKkiu dk mís'; nh?kZdkyhu izHkko Mkyuk gS rks if=kdk,¡ Bhd gSaA

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a
m
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S
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foKkiu izfr 287

v/;k;&17
foKkiu izfr
(Advertisement Copy)
foKkiu djkus ls iwoZ foKkiu izfr dk fuekZ.k djk;k tkuk vko';d gSA fuekZ.k dh n`f"V ls ;g foKkiu dh izfr;k¡ fuEu
izdkj dh gks ldrh gSa&
(I) Nih foKkiu izfr dk fuekZ.k] (II) cká foKkiu izfr dk fuekZ.k] (III) jsfM;ks ,oa Vsyhfotu foKkiu izfr dk fuekZ.k]
(IV) flusek foKkiu izfr dk fuekZ.kA
vc ge ,d&,d djds budh foLrkj ls O;k[;k djsaxsA
Nih foKkiu izfr dk fuekZ.k
m
(Preparation of Press Advertisement Copy)
o
izfr rS;kj dh tkrh gSA
. c
tks foKkiu lekpkj&i=k] if=kdk] tokch iksLVdkMZ ;k fyQkQs] iqfLrdk,¡] vkfn ij Nius gSa muds fy, igys ,d foKkiu

vc iz'u mBrk gS fd foKkiu izfr fdls dgrs gSa\ Jh vksVks Dtsij us viuh iqLrd
lEcU/k esa fy[kk gS fd ÞfoKkiu izfr ls vFkZ foKkiu dh ml fo"k;&lkexz ah ls gS ftls i<+k tk ldsA ;g fo"k;&lkexz
‘Advertising Producer’ esa bl
h
flQZ ,d 'kCn esa gks ldrh gS ;k gtkjksa 'kCnksa esa HkhAß ysfdu
m
Advertising uked iqLrd ds vuqlkj] ÞfoKkiu izfr esa

aesa D;k&D;k fy[kk gksuk pkfg,A lk/kkj.kr;k ,d foKkiu

os lHkh rÙo lfEefyr fd;s tkrs gSa tks foKkiu esa fn;s tkrs gSa] pkgs os ekSf[kd gksa ;k n`';eku gksa ;k nksuksa izdkj ds gksaAß

izfr esa oLrq dk uke] mldk VªsMekdZ] mldk n

bl izdkj foKkiu izfr ds ys[ku dk vFkZ gS fd foKkiu
ewY;] izsj.kknk;d okD;] 'kh"kZd] foKkiu djkus okys dk uke] vkfn

y
gksrk gSA ;g lHkh ckrsa ,d foKkiu izfr dk vax ekuh tkrh gSaA fo}kuksa dk er gS fd foKkiu izfr esa fuEu ckrsa gksrh

d
gS&
a
- 'kh"kZd&'kh"kZd dk mís'; turk ds /;ku dks vkd£"kr dj dkSrwgy mRié djuk gS] ftlls og mldks i<+s] tSls]
u
1
Þvkt gh dhft,ß] Þew[kZ er cfu;sß] Þcqf)eku cfu;sßA /;kukd"kZ.k ds lkFk&lkFk 'kh"kZd esa dkSrwgy mRié djus

og lkekU;r;kt
dh {kerk Hkh gksuh pkfg,( ^;g flQZ iq:"kksa ds fy, gS*A foKkiu esa 'kh"kZd lcls Åij fy[kk tkrk gS rFkk

de 'kCnksS
cM+s&cM+s v{kjksa esa gksrk gS ftlls fd ikBdksa dk /;ku vkd£"kr gks tk;A ;g 'kh"kZd de&ls&
a esa gksuk pkfg, ftlls fd ikBd 'kh"kZd dks i<+dj vkxs dh fo"k;&oLrq dks i<+us ds fy, bPNqd
gksaA
2- mi'kh"kZd&;g NksVs 'kCnksa esa fy[kk tkrk gS vkSj 'kh"kZd esa fy[kh gqbZ ckrksa dks iw.kZrk iznku djrk gSA blds fy,
izR;sd egÙoiw.kZ ckr dks mi'kh"kZd nsdj Li"V fd;k tkrk gSA
3- oLrq&foKkiu izfr esa oLrq dk uke Hkh gksrk gS tks 'kh"kZ iafä;ksa esa fn;k gksrk gSA bl dk;Z ds fy, ukjksa dk iz;ksx
fd;k tkrk gS] tSls ÞcksuZfoVk ;kfu 'kfä vkSj mRlkgß] ÞckVk ds cwV] u >wB u ywVAß
4- oLrq ds xq.k&oLrq ds xq.k Hkh foKkiu izfr esa fn;s gksrs gSa] ftlls i<+us okyk vklkuh ls oLrq ds ckjs
esa le> lds( Þfju lkcqu esa 50 çfr'kr vf/kd /kqykbZ dh 'kfä gSß] ÞykbQckW; dhVk.kqvksa dk uk'k djrk
gSAß
288 foi.ku ds fl)kUr

5- ewY;&ewY; lHkh foKkiuksa esa ug° gksrk gS] ysfdu tgk¡ fuekZrk ewY; fu/kkZfjr dj ewY;ksa ds mrkj&p<+ko dks jksdus
dk iz;Ru djrk gS] ogk¡ ewY; Hkh fn;s gksrs gSaA Nis gq, ewY; ,d xzkgd dks vU/kdkj ls cpkrs gSa rFkk ml oLrq
dk pquko djus esa lgk;rk igq¡pkrs gSaA
6- foKkiudrkZ dk uke ,oa irk&foKkiu izfr esa foKkiu djkus okys dk uke Hkh fn;k jgrk gS] ftlls xzkgd
ogk¡ ls lEidZ LFkkfir dj eky e¡xk ldrk gSA ysfdu ,slk Fkksd ,oa QqVdj O;kikfj;ksa ds foKkiuksa esa gksuk
vfuok;Z gSA os laLFkk,¡ tks cM+h gksrh gSa rFkk ftudk forj.k fuf'pr O;kikfj;ksa o ,ts.Vksa ds ek/;e ls gksrk gS
muds fy, foKkiudrkZ dk uke nsuk gh mfpr gksrk gS] tSls t; bathfu;¯jx oDlZ fyfeVsM ;k fgUnqLrku yhoj
fyfeVsMA
7- VsªMekdZ ;k czk.M fpÐ&;fn fuekZrk dk dksbZ VsªMekdZ ;k czk.M fpÐ gS rks mldks Hkh foKkiuksa esa fn;k tkuk
pkfg,( tSls] [ktwj Nki MkyMk ouLifr] xk; Nki vk¡oys dk rsy] cUnj Nki nUr eatu] vkfnA
foKkiu izfr;k¡ fofHké mís';ksa dks /;ku esa j[kdj rS;kj dh tkrh gSa vr% foKkiu izfr;k¡ dbZ izdkj dh gksrh gSa ftuesa
ls izeq[k fuEufyf[kr gSa&
1- lwpukRed izfr (Descriptive copy): tc foKkiu izfr bl mís'; ls cuk;h tkrh gS fd xzkgdksa dks oLrq ds
ckjs esa foLr`r tkudkjh nh tk lds rks ,slh izfr esa oLrq ds xq.kksa dk foLr`r fooj.k fn;k tkrk gSA
2-
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lq>kokRed izfr (Suggestion copy): tc fdlh oLrq ds xq.kksa dk izpkj gks pqdrk gS rks tulk/kkj.k dks oLrq

o
Ø; djus ds fy, lq>ko fn;k tkrk gS] ftlls turk ml foKkiu dks i<+ ;k ns[kdj oLrq dh vko';drk vuqHko
djus yxsA
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f'k{kkRed izfr (Educative copy): blesa oLrq ds xq.kksa dk o.kZu bl izdkj fd;k tkrk gS fd ikBd ml izfr

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dks i<+ ;k ns[kdj izHkkfor gks ldsaA blds fy, oLrq ds xq.kksa dk o.kZu oSKkfud <ax ls fd;k tkrk gSA
4- dkj.k izfr (Reason why copy): bl izdkj dh izfr esa og fy[kk jgrk gS fd turk dks ml oLrq dks D;ksa

m
Ø; djuk pkfg,\ blds fy, mldh DokfyVh] xq.k] ewY; vkfn dh vPNkbZ crkbZ tkrh gS] tSls] ÞlsUQksjkbTM*
dh eqgj yxs diM+s [kjhfn, D;ksafd os fldqM+rs ug° gSaAß
5- a
ekuoh; dY;k.k izfr (Human interest copy): bl izfr esa Hkkoukvksa dks tkxzr fd;k tkrk gS vr% blds fy,
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dHkh rks dgkuh crk;h tkrh gS rks dHkh Mj fn[kk;k tkrk gSA
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;qfädj.k izfr (Rationalization copy): tc nksuksa izfr;k¡ ¼dkj.k o ekuoh;½ dks feykdj dke esa ykrs gSa rks

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bls ;qfädj.k&izfr dgrs gSaA lk/kkj.kr;k ,slh izfr esa vkSfpR; ;k [kjhnus ds fy, Hkkouk,¡ tkxzr dh tkrh gSaA
7- iz'uokpd izfr (Questioning copy): bl izfr es ikBdksa ls iz'u fd;s tkrs gSaA tc dksbZ ikBd bu iz'uksa dks
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i<+ ysrk gS rks muds mÙkj ikus ds fy, mlesa mRlqdrk iSnk gks tkrh gS ftlls og ml foKkiu dks iwjk i<+us
t
dk iz;kl djrk gS vkSj lek/kku izkIr dj ysrk gSA
8-
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rqyukRed izfr (Comparative copy): bl izdkj dh izfr esa miyC/k oLrqvksa ls rdZiw.kZ <ax esa rqyuk dj viuh
oLrq dks vf/kd vPNk crkus dk iz;kl fd;k tkrk gSA bl izfr dks rk£dd izfr Hkh dgrs gSaA
9- [;kfr izfr (Goodwill copy): tc dksbZ laLFkk iqjkuh gS vkSj mlus [;kfr v£tr dj j[kh gS rks ml laLFkk
dh foKkiu izfr esa bl ckr dk fooj.k nsdj turk dks izHkkfor djus dk iz;kl fd;k tkrk gS] tSls Þ;g laLFkk
100 o"kZ ls Hkh vf/kd iqjkuh gSAß
10- izek.ki=kh; izfr (Testimonial copy): bl izdkj dh izfr esa mu O;fä;ksa ds izek.k&i=k fn;s tkrs gSa ftUgksaus
ml oLrq dks iz;ksx dj ns[kk gS vkSj os mlls iw.kZ:i ls lUrq"V gSa] tSls ÞQksjgUl VwFkisLV ls fu;fer :i ls czq'k
djus ij esjs nk¡r 76 o"kZ dh mez esa Hkh eksfr;ksa dh rjg lQsn o pednkj gSa vkSj LoLFk elwM+ksa esa mudh tM+sa
xgjh o etcwr gSß foHkwfr Hkw"k.k cksl] dydÙkkA
foKkiu izfr 289

11- dFkkud izfrfyfi (Colloquial copy): bl izdkj dh izfr esa oLrq ds xq.kksa dk mYys[k okrkZyki ;k dFkkudksa
ds vk/kkj ij fd;k tkrk gS ftlesa fofHké js[kkfp=k o dkVwZu vkfn dk Hkh mi;ksx gksrk gSA bl izdkj dh foKkiu
izfr;k¡ i<+us esa jkspd ,oa euksjatd gksrh gSaA dHkh&dHkh dFkkud dfork esa Hkh ns fn;k tkrk gS rc bldks dfork
izfr dgrs gSaA
12- iz'kalkRed izfr (Appreciation copy): bu izfr;ksa esa ikBdksa ds fofHké dk;ks± dh lQyrk dh iz'kalk dh tkrh
gS vkSj lkFk gh mudks ;g fo'okl fnyk;k tkrk gS fd gekjh oLrq vkids fy, mi;ksxh gS] tSls ÞdM+h esgur
us deky dj fn;kA vc vkidks ,d I;kys pk; dh vko';drk gSAß
13- fo'ks"k volj izfr (Special occasion copy): bl izdkj dh izfr dh vko';drk fo'ks"k dkj.kksa ls gks tkrh
gS] tSls Þ¶yw nqckjk vk x;k gSAß vr% ,sf.V¶yw xksfy;k¡ yhft,A
14- fefJr izfr (Compound copy): tc ,d izfr esa mi;qZä o£.kr ckrksa esa ls dbZ ckrsa ns nh tkrh gSa rks ml izfr
dks fefJr izfr dgrs gSaA
,d vPNh foKkiu izfr ds vko';d xq.k
(Essentials of a Good Advertising Copy)
,d vPNh foKkiu izfr ds fy, vko';d gS fd mlesa ik¡p ckrsa vo'; gksaA bu ckrksa dks ,d okD; ls le>k;k tk ldrk
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gS&“A good advertising copy must make people see it, read it, understand it, believe it and act upon it.”
1-
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ns[kuk pkfg,&foKkiu izfr bl izdkj cuh gksuh pkfg, fd turk mldks ns[ksA blds fy, 'kh"kZd] mi'kh"kZd]

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fp=k] jax] vkfn dk iz;ksx fd;k tk ldrk gSA dqN fo}ku bldks /;ku vkd£"kr djuk Hkh dgrs gSaA pkgs ns[kus
ds fy, foo'k djus dh ckr dgsa ;k /;ku vkd£"kr djus dhA nksuksa dk mís'; ;g gS fd lEHkkfor xzkgd mldks

2- a
ns[kus ds fy, foo'k gks tk; vkSj mldh fuxkg ,sls foKkiu ij vo'; gh iM+ tk;A
i<+uk pkfg,&,slk dksbZ fu;e ug° gS ftlds vuqlkj foKkiu izfr dks i<+uk vfuok;Z gSA vr% blds fy, ;g
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vko';d gS fd mldks bl izdkj euksjatd cuk;k tk; fd turk mldks i<+sA turk ds i<+us ds fy, mlesa

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LokLF;] vkjke] lQyrk] lkekftd izfr"Bk] vkfn dh ckr dgh tk ldrh gS rFkk fp=k] dgkuh] okrkZyki] vkfn
dk mi;ksx fd;k tk ldrk gSA dqN fo}ku bldks #fp mRié djus dh ckr dgrs gSaA foKkiu izfr esa #fp
mRié djus dk ;g xq.k Hkh gksuk pkfg,A
n
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le>uk pkfg,&,d foKkiu izfr ,slh gksuh pkfg, fd turk dh le> esa vk tk;A mlesa lQkbZ gksuh pkfg,A

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mlesa lk/kkj.k Hkk"kk dk iz;ksx fd;k tkuk pkfg,A ,slk u gks fd mldks i<+us o le>us ds fy, ,d O;fä dks
'kCndks"k dh lgk;rk ysuh iM+saA
4- u
fo'okl djuk pkfg,&,d vPNh foKkiu izfr esa ;g xq.k Hkh gksuk pkfg, fd i<+us okys ml foKkiu ij fo'okl
t
djsaA blds fy, izek.k&i=k o izkekf.kd vk¡dM+s izLrqr fd;s tk ldrs gSaA dqN fo}ku bldks bPNk rhoz djuk

5- S
Hkh dgrs gSaA blds fy, xq.kksa dks cgqr vf/kd c<+k&p<+kdj ug° fy[kuk pkfg,A
oLrq pkfg,&,d vPNh foKkiu izfr dk ;g vfUre ,oa egRoiw.kZ xq.k gSA izR;sd foKkiu izfr dk mís'; oLrq
dks cspuk gSA ;fn foKkiu izfr ,slk u dj ik;h rks og vius mís'; dh iw£r ug° dj ik;sxh vkSj foKkiunkrk
dk lkjk ifjJe o O;; O;FkZ gh pyk tk;sxkA dqN fo}ku bldks ÞbfPNr mís'; dks iw.kZ djukß Hkh dgrs gSaA
foKkiu izfr;ksa esa dqN Hkkoukvksa ;k fopkjksa dk gksuk vfuok;Z gSA fcuk fopkjksa o Hkkoukvksa ds O;fä ij foKkiu
dk dksbZ izHkko ug° iM+rk gSA ;g fopkj ;k Hkkouk,¡ bl izdkj gSa& 1- LokLF; Hkkouk] 2- lkSUn;Z Hkkouk] 3- xoZ
Hkkouk] 4- vkjke Hkkouk] 5- lQyrk Hkkouk] 6- iSrd ` Hkkouk] 7- vuqdj.k Hkkouk] 8- ns'k&Hkfä HkkoukA
foKkiu izfr ds vko';d rRo
(Main Elements of Advertising Copy)
izHkkoiw.kZ foKkiu ds fy, ,d foKkiu izfr esa fuEu lkr rÙo vo'; gh gksus pkfg,&
290 foi.ku ds fl)kUr

1- /;kukd"kZ.k rÙo (Attention value): vkt dk ekuo vius dk;Z esa dkQh O;Lr jgrk gSA mlds ikl bruk le;
ug° gS fd og foKkiu dks <w¡<+sA cgqr ls O;fä rks foKkiu dks iwjk i<+uk rks nwj jgk] os mldh vksj ns[krs Hkh
ug°A vr% vko';drk bl ckr dh gS fd foKkiu bruk vkd"kZd cuk;k tk; fd ikBd dk /;ku Lo;a gh
¯[kpdj foKkiu rd igq¡p tk;A blds fy, vko';d fp=k foKkiu esa yxk;s tk ldrs gSaA vkd"kZd ,oa cM+s&cM+s
'kh"kZd fn;s tk ldrs gSaA eu dks cgykus okys mi;qä jaxksa dk iz;ksx fd;k tk ldrk gSA ;gh ug° lqUnj èkkfj;k¡]
mÙkj ds fy, dwiu] ek£ed ukjs o fof'k"V LFkkuksa dks Hkh dke esa yk;k tk ldrk gSA tSls Þifjokj ds fy, ek¡
dh ilUn MkyMkß] ÞmÙke LokLF; ykbQckW; ds gh dkj.k gSAß
2- lwpd rÙo (Suggestive value): tc foKkiu dh vksj fdlh dk /;ku vkd£"kr gks pqdk gS rks vc vko';drk
bl ckr dh gS fd foKkiu izfr oLrq ds ckjs esa Hkh ikBd dks lq>ko nsA bl dk;Z ds fy, oLrq ds xq.kksa] mlds
iz;ksx ,oa mi;ksx vkfn dk fooj.k Hkh foKkiu izfr esa fn;k tkuk pkfg,A
3- Lej.k rÙo (Memorising value): ,d foKkiu izfr esa bl ckr dh Hkh vko';drk gS fd mlesa Lej.k rÙo
Hkh gksA ,d O;fä fnu Hkj esa lSdM+ksa foKkiu ns[krk gS vr% bl ckr dh vko';drk gS fd og foKkiudrkZ dk
foKkiu ;kn j[ksa vkSj Hkfo"; esa ml ij pydj oLrq dks Ø; djsaA ;kn j[kus ds fy, lUns'k NksVk ,oa euksjatd
gksuk pkfg,] tSls Þbad ug°] ¯Dod dfg,ß Þpk; fi;ks] cgqr fnu ftvksß] Þyky beyhß] Þ/kkjhokyß] Þts- ds-
izksMDVß] ÞVkVk VSDlVkby xzqiß vkfnA
4- m
fo'okl rÙo (Conviction value): ,d foKkiu izfr esa fo'okl rRo dk gksuk vko';d gSA vkt dk miHkksäk

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fdlh Hkh oLrq dks rc rd ug° [kjhnrk tc rd fd mldks oLrq dh 'kq)rk o xq.kksa ds ckjs esa fo'okl u gks tk;A

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blfy, foKkiu izfr esa ,slh Hkk"kk dk iz;ksx fd;k tkrk gS fd foKkiu i<+us okys dks oLrq ds ckjs esa iw.kZ fo'okl
gks tk;] tSls yky beyh ds foKkiuksa esa HksM+ dk fp=k fn;k tkrk gSA Msjh foKkiu esa xk; ;k HkSal dk fp=k n'kkZ;k

a
tkrk gSA ;gh ug°] fo'okl fnykus ds fy, ,sls 'kCnksa dk iz;ksx fd;k tkrk gS&Þuhe VwFk&isLV eq¡g dh nqxZU/k
fudky Qsadrk gSß] Þ,sLizks tYn dh nnZ esa vkjke djrh gS D;ksafd og ekbØksQkb.M gSAß dbZ ckj foØ; ds ckn

m
lsok dh xkj.Vh nh tkrh gS] tSls ÞÅ"kk ia[kksa dh nks lky dh xkj.Vh gSAß

a
5- HkkokRed rÙo (Sentimental value): foKkiu esa dksbZ ,slh ckr ug° gksuh pkfg, ftlls O;fä dh Hkkoukvksa
dks pksV igq¡psA blesa Hkkoqdrk dks vk/kkjf'kyk ekudj ykHk mBkuk pkfg,] tSls jk"Vªh; Hkkoukvksa dk ykHk mBkus

n
ds fy, dgk tk ldrk gS] ÞHkkjr esa cuh fgUn lkbfdy [kjhfn,ß] Þ,p- ,e- Vh- ?kfM+;k¡ Lons'kh gSaAß
6-
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f'k{k.k rRo (Educative value): foKkiu izfr esa f'k{kk rRo dk gksuk Hkh vko';d gSA ,d xzkgd oLrq ds iz;ksx
dh fof/k tkus fcuk ml oLrq dks ug° [kjhnrk gSA mldks ,slh oLrq ds [kjhnus esa fgpfdpkgV gksrh gS blhfy,
d
bl ckr dh vko';drk gS fd iz;ksx fof/k Hkh foKkiu izfr esa nh tkuh pkfg, ftlls fd xzkgd ;fn mldk iz;ksx

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ug° tkurk gS rks Hkh foKkiu dks i<+dj oLrq dk iz;ksx dj ldsA ^MkyMk* ds foKkiuksa esa idoku cukus dh fofèk

t
dk iwjk fooj.k fn;k tkrk gSA ^fgek xqykc tkequ* ds foKkiu esa xqykc tkequ cukus dh fof/k nh jgrh gSA

S
7- izof` Ùk rÙo (Instinctive value): izR;sd O;fä vyx&vyx izof` Ùk dk gksrk gSA ,d dq'ky foKkiudrkZ bu
izof` Ùk;ksa dk xgjk v/;;u dj mudk lgkjk ysdj foKkiu djrk gS] ftlls miHkksäk izHkkfor gksa vkSj oLrq dks
Ø; djsaA bu rÙoksa ds vfrfjä dqN fo}ku fuEu nks rÙo vkSj crkrs gSa&
8- ân; ykykf;r dj nsuk (Evoking the response): foKkiu izfr bl izdkj dh gksuh pkfg, fd xzkgd ds
oLrq u pkgus ij Hkh og oLrq dks [kjhnus dks ykykf;r gks tk;A foKkiu mlds eu esa gypy epk nsus okyk
gksuk pkfg, vkSj tc rd og mldk Ø; u dj ys rc rd mldks ekufld 'kkfUr ug° feyuh pkfg,A
9- foKkiu lEcU/kh cqjkb;ksa ls nwj (Away from Advertising demerits): foKkiu izfr esa foKkiu dh cqjkb;k¡
ug° vkuh pkfg,] tSls] feF;k dFku] yEcs&yEcs okD;] vfr'k;ksfä] vlR; ckrsa] O;FkZ ds iz'u ,oa okD;ksa dk
iz;ksxA
foKkiu izfr 291

foKkiu izfr fuekZ.k esa lko/kkfu;k¡

(Precautions for Preparing an Advertising Copy)
,d foKkiu izfr cukus okys dks foKkiu izfr cukrs le; fuEu ckrksa dks /;ku esa j[kuk pkfg, ;k fuEu lko/kkuh cjruh
pkfg,&
1- laf{kIrrk&foKkiu izfr laf{kIr gksuh pkfg,A laf{kIrrk dk vFkZ ;g ug° gS fd vko';d lUns'k dks NksM+ fn;k
tk; ;k lUns'k v/kwjk gh Nkik tk;A lUns'k iw.kZ gksuk pkfg, ysfdu la{ksi esaA
2- ljy Hkk"kk&nwljh lko/kkuh ;g gS fd foKkiu dh Hkk"kk ljy gksuh pkfg, ftlls lk/kkj.k O;fä Hkh le> ldsA
,slk u gks fd foKkiu le>us ds fy, 'kCndks"k dh lgk;rk ysuh iM+sA lkFk gh okD; Hkh NksVs&NksVs gksus pkfg,A
3- ekSle ds vuqdwy&foKkiu ekSle ds vuqdwy gh fd;k tkuk pkfg,A tSls ;fn ln° dk ekSle gS rks Åuh diM+ksa
dk vkSj ;fn xehZ dk ekSle gS rks lwrh diM+ksa dk foKkiu gksuk pkfg,A
4- xzkgdksa dks fo'okl&foKkiu izfrfyfi esa xzkgdksa dks fo'okl fnyk;k tkuk pkfg, fd oLrq vPNh gS o foKkfir
ckrsa lgh gSa vFkkZr~ oLrq esa os lHkh xq.k gSa tks foKkiu esa fy[ks gSaA
5- xq.kksa dk o.kZu&foKkiu izfrfyfi esa okLrfod xq.kksa dk gh o.kZu fd;k tkuk pkfg,A ,sls xq.kksa dk o.kZu ug° djuk
pkfg, tks oLrq esa ug° gSaA
6-
m
lq#fpiw.kZ Hkk"kk&foKkiu esa #fpiw.kZ Hkk"kk dk iz;ksx fd;k tkuk pkfg,A v#fpiw.kZ ;k v'yhy Hkk"kk dk iz;ksx
ug° fd;k tkuk pkfg,A
o
.c
7- mÙkstukiw.kZ u gksuk&foKkiu izfr mÙkstukiw.kZ ug° gksuh pkfg,A blh izdkj og fdlh dh Hkkoukvksa dks Hkh pksV
igq¡pkus okyh ug° gksuh pkfg,A
8-
a
feF;k ,oa Nyiw.kZ u gksuk&foKkiu izfr esa feF;k o.kZu ;k Nyiw.kZ o.kZu ug° djuk pkfg, cfYd mlls cpuk
pkfg,A bldk vFkZ ;g gS fd foKkiu esa lR;rk dk gh mYys[k fd;k tkuk pkfg,A
9-
m
lgkuqHkwfr&iw.kZ&foKkiu esa lgkuqHkwfr fn[kk;h tkuh pkfg,A okrkZyki eS=khiw.kZ gksus pkfg,A
10-
11- a
uohurk&foKkiu esa uohurk dk gksuk vfuok;Z gS vr% foKkiu izfr cukrs le; uohurk ij /;ku nsuk pkfg,A
tuHkkouk ds vuq:i&foKkiu izfr tuHkkoukvksa ds foijhr u gksdj vuqdwy gksuh pkfg,A vFkkZr~ foKkiu izfr
n
cukrs le; bl ckr dk /;ku j[kk tkuk pkfg, fd mlesa dksbZ Hkh ,slh ckr ug° gksuh pkfg, tks turk dh #fp
,oa jhfr&fjokt ds izfrdwy gksA
y
12-
d foKkiu izfr dk fuekZ.k
izfrLi)kZ dh fuUnk ls cpko&foKkiu izfr esa izfrLi)kZ dh fuUnk djuk mfpr ug° gS vr% mlls cpuk pkfg, A

u(Preparation of Advertising Copy)

t
S
foKkiu izfr dk fuekZ.k djus esa pkj ckrsa vkrh gSa] ftUgsa foKkiu ds fuekZ.k dk dk;Z Hkh dgrs gSa& (I) foKkiu izfr dk
ys[ku] (II) fp=kksa dk pquko] (III) [kkdk fuekZ.k] (IV) eqæ.kA
foKkiu izfr dk ys[ku
foKkiu izfr esa D;k fy[kk gksuk pkfg, rFkk foKkiu izfr fy[krs le; fdu ckrksa dk /;ku j[kuk pkfg, vkfn ckrksa dk
mYys[k geus blh v/;k; esa fiNys iUuksa esa dj fn;k gS vr% mudk fooj.k iqu% izLrqr ug° fd;k tk jgk gSA
fp=kksa dk pquko
(Selection of the Pictures)
foKkiu izfr dk ys[k fuf'pr djus ds ckn bl ckr dk fu.kZ; ysuk gksrk gS fd fp=kksa ,oa mnkgj.kksa dk iz;ksx fd;k
tk; vFkok ug°A ;g rks lk/kkj.k lR; gS fd ;fn fdlh O;fä dks dksbZ ckr le>kuh gS rks ckj&ckj dgus ls
292 foi.ku ds fl)kUr

og ug° le>rk ysfdu mldks ,d ckj mnkgj.k ;k fp=k ls le>k fn;k tk; rks mldh le> esa vklkuh ls vk tkrh
gSA
,slk dgk tkrk gS fd phfu;ksa dh ,d dgkor gS fd Þ,d fp=k ,d gtkj 'kCnksa ds cjkcj gSAß foKkiu esa fp=k ;k fp=kksa
dk iz;ksx djrs le; fuEu izdkj ds fp=k dke esa yk;s tk ldrs gSa&
1- oLrq dk izn'kZu&foKkiu esa oLrq dks izR;{k :i ls fpf=kr fd;k tk ldrk gS ftlls xzkgd mldh DokfyVh]
jax] vkdkj&izdkj] vkfn dks le> ldsA
2- oLrq dh fuekZ.k fof/k&foKkiuksa esa oLrq dks fu£er djrs gq, Hkh n'kkZ;k tk ldrk gS] tSls diM+s dh dbZ ckj
tk¡p djus ij gh ^lsUQjkbTM* dh Nki yxk;h tkrh gS] foKkiu esa tk¡p gksrs gq, fn[kk;k tk ldrk gSA
3- oLrq dk iz;ksx&oLrq dks iz;ksx djrs gq, foKkiu esa fp=k fn;k tk ldrk gSA tSls eksp vkus ij nokbZ dks eyrs
gq, fn[kk;k tk ldrk gS ;k lkcqu ds foKkiu esa ,d efgyk dks ckFk:e esa ugkrs gq, n'kkZ;k tk ldrk gSA
4- iS¯dx dk izn'kZu&oLrq dks vPNh izdkj ls dkxt ds FkSyksa esa ;k iV~Bs ds fMCcksa esa ;k fVu ds fMCcksa esa iSd fd;k
tkrk gSA foKkiu esa ml iS¯dx dk ckgjh :i izn£'kr fd;k tk ldrk gSA
5- i`"BHkwfe &oLrq dh i`"BHkwfe dks Hkh fp=k ds :i esa fn;k tk ldrk gSA mnkgj.kkFkZ] iEi ls ikuh fudkyrs le;
gjs&Hkjs [ksr ;k dwyj ds foKkiu esa igkM+ksa ij teh cQZ fn[kk;h tk ldrh gSA
6- m
nq"ifj.kke&;fn oLrq dk iz;ksx u fd;k tk; rks mlds cqjs ifj.kkeksa dks fp=k ds :i esa foKkiu esa fn;k tk ldrk
o
gS] tSls] ;fn vkidh xkM+h esa vPNs czsd ug° gSa rks lM+d nq?kZVuk gksrs gq, fn[kk;k tk ldrk gSA

.c
7- oLrq ds xq.k&oLrq ds xq.kksa dks Hkh fp=k ds :i esa n'kkZ;k tk ldrk gSA
8- laLFkk dk VªsMekdZ ;k czk.M fpÐ&fp=kksa ds :i esa laLFkk dk VsªMekdZ ;k czk.M fpÐ Hkh fn;k tk ldrk gSA blls
laLFkk dh [;kfr esa o`f) gksrh gSA
a
m
9- pkS[kV ;k fdukjs&foKkiu ds pkjksa vksj Qwyi=kksa dh csysa ;k fMtkbunkj fdukjs cuk;s tk ldrs gSaA

a
foKkiu esa fp=kksa dk pquko djrs le; /;ku nsus ;ksX; ckrsa

n
foKkiu izfr esa fp=kksa dks izn£'kr djus ds fy, fp=kksa dk pquko djrs le; fuEu ckrksa ij /;ku nsuk pkfg,&
1- vkd"kZd&fp=k vkd"kZd gksa ftlls mudks ns[kus okyk mldks i<+us o ns[kus dk le; nsus ds fy, foo'k gks tk;A
2- y
jaxksa dk iz;ksx&fp=k lknk o jaxhu nksuksa izdkj ds gksrs gSaA jaxhu fp=kksa dk iz;ksx vPNk jgrk gSA
3-
d
volj ds vuqdwy&fp=k volj ds vuqdwy gksus pkfg,A ;fn R;kSgkj dk foKkiu fd;k tk jgk gS rks fp=k Hkh

u
R;kSgkj ds vuqlkj gh gksuk pkfg,A
4-
t
dkVwZu&fp=kksa ds vfrfjä dkVwZu dk Hkh iz;ksx fd;k tk ldrk gSA dHkh&dHkh dkVwZu ds lkFk dFkkvksa dk Hkh

S
o.kZu ns fn;k tkrk gSA
5- oLrq ds xq.kksa dh >yd&fp=kksa dk pquko djrs le; bl ckr dk Hkh /;ku j[kuk pkfg, fd ,sls fp=k pqus tk;sa
tks oLrq ds xq.kksa dks >ydkrs gksaA
6- ljy ,oa Li"V&,sls fp=k pquus pkfg, tks ljy rFkk Li"V gksaA
7- lq#fpiw.kZ&fp=k bl izdkj pqus tk;sa tks lHkh dks vPNs yxsaA mÙkstukRed fp=k ug° pquus pkfg,A blh izdkj
fdlh Hkkouk dks Bsl igq¡pkus okys fp=k Hkh ug° pquus pkfg,A
8- lh/kk lEcU/k&tks fp=k pquk tk; og ,slk gks fd mldk lEcU/k mRikfnr oLrq ls gks ftlls xzkgd dks le>us
esa nsj u yxsA ;fn ,slk ug° gqvk rks xzkgd mlls izHkkfor ug° gksxkA
9- iw.kZ&fp=k vius esa iw.kZ gksus pkfg, vFkkZr~ fp=k dks ns[kdj ikBd ds }kjk iw.kZrk dk vuqHko gksuk pkfg,A
foKkiu izfr 293

10- NikbZ&fp=kksa dh NikbZ vR;Ur gh egRoiw.kZ gSA ;fn fp=k lkQ ug° Nik gS rks mldk cqjk izHkko ikBd ij iM+rk
gSA vr% fp=kksa dh NikbZ ij fo'ks"k /;ku nsuk pkfg,A
foKkiu izfr esa fp=kksa ds iz;ksx ls ykHk feyrk gSA ;g ykHk fuEufyf[kr gSa&
1- /;kukd"kZ.k (Attraction): fp=k ikBdksa ds /;ku dks vkd£"kr djrs gSa vkSj ikBd dks ml foKkiu dks i<+us ds
fy, foo'k djrs gSaA
2- vuqdwy okrkoj.k (Favourable atmosphere): fp=k foKkfir oLrq ds i{k esa okrkoj.k cukus esa lgk;d gksrs
gSa rFkk turk dks oLrq ;kn j[kus esa lgk;rk djrs gSaA
3- LFkk;h izHkko (Permanent effect): fp=k ikBdksa ds efLr"d ij LFkk;h izHkko Mkyrs gSaA 'kCnksa dks rks Hkwyk tk
ldrk gS ysfdu fp=k dk <k¡pk lnk gh efLr"d esa cuk jgrk gSA
4- oLrq izn'kZu (Display of articles): fp=k oLrq dks izn£'kr dj nsrs gSa ftlls turk dks oLrq ds ckjs esa vPNh
izdkj ls le> esa vk tkrh gSA
5- iz;ksx fof/k (Use): fp=kksa ds ek/;e ls oLrq ds iz;ksx dh fof/k vPNh izdkj le>k;h tk ldrh gSA
[kkdk fuekZ.k
(Layout)
m
o
foKkiu lfefr (Committee on Advertising) ds vuqlkj] Þ[kkdk fuekZ.k ;k vfHkU;kl ,d <k¡pk gS tks foØ; lUns'k dks
,d izHkkoh ,oa cyiwoZd fMtkbu esa ifjo£rr djrk gSAß1

.c
bl <k¡ps dh rqyuk ,d edku ds uD'ks ls dh tk ldrh gSA ftl izdkj edku dk uD'kk igys cudj rS;kj gks tkrk

a
gS vkSj fQj edkuA mlh izdkj foKkiu izfr esa <k¡pk igys rS;kj fd;k tkrk gS vkSj fQj foKkiu dh izfr cuk;h tkrh
gSA

m
tc foKkiu izfr dk lkeku rS;kj gks tkrk gS vkSj fp=k dk pquko gks pqdrk gS rc Nkius ds fy, ,d [kkdk rS;kj fd;k

a
tkrk gS ftldks [kkdk fo'ks"kK rS;kj djrs gSa rFkk os gh ;g r; djrs gSa fd foKkiu fdl vkdkj esa Nisxk\ fp=k dgk¡

n
yxsxk\ dSls v{kjksa dk dgk¡&dgk¡ iz;ksx gksxk\ fdrus jaxksa dk mi;ksx gksxk\ vkfnA tc ;g lHkh ckrsa r; gks tkrh gSa
rc dg° ml foKkiu izfr dks izsl dks Nkius ds fy, fn;k tkrk gSA
[kkdk fuekZ.k ;k vfHkU;kl ds nks dk;Z gSa& y
1-
d
fp=k ;k mnkgj.k nsus ls iwoZ vkSj v{kjksa dks pquus ls igys foKkiu ds ckjs esa dYiuk djuk vFkkZr~ ;g r; djuk

u
fd foKkiu dh 'kDy fdl izdkj dh gksxhA
2-
t
Nkius okyh laLFkk dks dk;Z'khy ;kstuk (Working plan) cukdj nsuk ftlls fd foKkiu izfr Ni ldsA

S
[kkdk fuekZ.k ds fl)kUr
(Principles of Layout Construction)
[kkdk fuekZ.k ;k vfHkU;kl ds fuEu 5 fl)kUr gSa&
1- laxBu dk fl)kUr (Principle of unity): ftl izdkj ,d O;fä vius dejs ds fy, vko';d lkeku ¼tSls]
QuhZpj] jsfM;ks] ik;nku] ia[kk] vkfn½ bl izdkj dk [kjhnrk gS fd og dejs ds vuq:i gks mlh izdkj [kkdk
fuekZ.k ;k vfHkU;kl esa Hkh fp=k] mnkgj.k] v{kj] pkSM+kbZ] vkfn dk pquko Hkh blh izdkj fd;k tkrk gS fd lc
feydj vPNs ,oa mfpr yxsaA ;fn blesa dksbZ deh jg tkrh gS rks foKkiu izfr dk mís'; gh lekIr gks tkrk
gS ;k og mruh izHkkodkjh ug° gks ikrh gSA
1. “It is a sketch which translates a sales message into an effective compelling design.”
—Committee on Advertising
294 foi.ku ds fl)kUr

2- la;ksx dk fl)kUr (Principle of coherence): [kkdk fuekZ.k esa ftruk le; yxk;k tk;sxk] mlesa ftruk
ifjorZu fd;k tk;sxk] mruk gh [kkdk vPNk cusxkA ,d ckj ;fn [kkdk vPNk cu tkrk gS rks mlesa ckj&ckj
ifjorZu djus dh vko';drk ug° gksrh gSA la;ksx dk vFkZ gS fd foKkiu ds iqtsZ bl izdkj Øe esa j[ks tk;sa
fd os lc feydj ,d Li"V >yd ns ldsaA
3- lerk dk fl)kUr (Principle of balance): [kkdk fuekZ.k dk rhljk fl)kUr lerk dk fl)kUr gSA lerk
dk vFkZ gS fd [kkdk leku gksA ,slk u gks fd vk/kk fgLlk rks cgqr Hkjk gks o vk/kk cgqr [kkyhA iwjk leku
gksuk pkfg,A
4- pky fl)kUr (Principle of movement): ;fn foKkiu i<+us okys dks iwjk foKkiu i<+okuk gS rks pky ds
fl)kUr dk ikyu djuk iM+sxkA blds fy, iafä;k¡] rhj ds fu'kku] i|ka'kksa ij uEcj] vkfn Hkh ,d dykdkj
}kjk Mkys tkus pkfg,A
5- izn'kZu dk fl)kUr (Principle of display): ;g [kkdk ;k vfHkU;kl fuekZ.k fl)kUr dk vfUre fl)kUr gSA
blds vuqlkj ,d le; esa ,d gh oLrq dk izn'kZu fd;k tk; rks vPNk gSA cgqr&lh oLrqvksa dk ,d lkFk izn'kZu
ug° fd;k tkuk pkfg,A
vfHkU;kl ;k [kkdk fuekZ.k esa lko/kkfu;k¡
(Precautions in Preparing Layout)
m
foKkiu dk [kkdk cukrs le; fuEu ckrksa dks /;ku esa j[kuk pkfg,&
o
.c
1- foKkiu cM+s&cM+s v{kjksa dk Nkik tk; ftlls ikBd mldks vklkuh ls i<+ ldsaA
2- foKkiu esa fn;s x;s fp=k ,oa mnkgj.k fo"k; ds vuqdwy ,oa vFkZiw.kZ gksus pkfg,A
3- izR;sd foKkiu uohurk ,oa ekSfydrk fy, gksuk pkfg,A
a
m
4- ,d foKkiu [kkdk dsoy ,d oLrq dk gh cuk;k tkuk pkfg, rFkk mlesa lEcfU/kr lHkh ckrsa vk tkuh pkfg,A
5- fo"k; dks fofHké vuqPNsnksa (Paragraph) esa foHkkftr fd;k tkuk pkfg,A
6- foKkiu lkjka'k esa gksuk pkfg,A a
7-
n
nks iafä;ksa ds chp i;kZIr LFkku NksM+k tkuk pkfg,A
8-
y
iafä;ksa dh yEckbZ vf/kd ug° gksuh pkfg,A
9-
d
[kkdk bl izdkj dk gksuk pkfg, ftlls fd eqæ.k dk;Z esa fdlh izdkj dh dfBukbZ mRié u gksA
10-
u
lerk fl)kUr ds vuqlkj foKkiu iwjk Hkjk gqvk gksuk pkfg,A ,slk ug° gksuk pkfg, fd dqN Hkkx rks vf/kd

t
Hkjk gS o dqN [kkyhA
eqæ.k
(Printing) S
tc vfHkU;kl rS;kj gks tkrk gS rks fQj mldks eqæ.k gsrq Hkstk tkrk gSA vfHkU;kl esa lkexzh nks izdkj dh gksrh gS& ,d
rks fyf[kr v{kj o nwljs ,slh lkexzh ftls ns[kk tk ldrk gS vFkkZr~ fp=kA eqæ.k&'kkyk vFkkZr~ izsl esa Nkius ds v{kj dbZ
izdkj ds gksrs gSa ftudk fooj.k fuEu izdkj gS&
1- fLØIV (Script): ;s v{kj gkFk ls fy[ks tSls gksrs gSaA bldk mnkgj.k fuEu gS&
Script
2- xksfFkd (Gothic): ;s v{kj leku eksVkbZ ds gksrs gSaA bldk mnkgj.k fuEu gS&
GOTHIC
foKkiu izfr 295

3- 'ksMsM baxfy'k (Shaded English): ;g v{kj lTtkiw.kZ gksrs gSa vr% dykRed ls yxrs gSaA bldk mnkgj.k fuEu
gS&
ENGLISH
4- jkseu (Roman): vktdy izsl bUg° v{kjksa dks lkekU;r;k dke esa ykrh gSA bldk mnkgj.k gS&
ROMAN
5- bVsfyd (Italics): ;g v{kj dqN frjNs gksrs gSaA bldk mnkgj.k fuEu gS&
Italics
v{kjksa dk vkdkj (Size of type): eqæ.k ds fy, v{kj NksVs o cM+s dbZ vkdkjksa esa gksrs gSa ftUgsa ikb.V (Point) ds vkèkkj
ij fuf'pr fd;k tkrk gSA ,d bap dks 72 fgLlksa esa ck¡Vrs gSaA bl izdkj ,d bap esa 72 ikb.V gksrs gSaA 4 ikb.V dk
v{kj lcls NksVk gksrk gS vr% mldk iz;ksx ug° gksrk gSA vkdkj ds dqN mnkgj.k fuEu gSa&
;g 12 ikb.V gSA
;g 14 ikb.V gSA
;g 18 ikb.V gSA m
o
.c
;g 24 ikb.V gSA
;g 36 ikb.V gSA a
m
a
eqæ.k esa lqUnjrk ykus dh n`f"V ls v{kjksa dk vkdkj pkSM+k] ladjk] xksy Hkh gks ldrk gSA ;fn LFkku de gS rks v{kj
ikl&ikl lVkdj j[ks tk ldrs gSaA blds foijhr] ;fn LFkku vf/kd gS rks pkSM+s v{kjksa dk iz;ksx gks ldrk gSA
fp=kksa dk eqæ.k dqN dfBu gS vr% blds fy, Cykd ncuok fy;s tkrs gSa ftUgsa vU; eqæ.k lkexzh ds lkFk Nkik tkrk gSA
;fn fp=k dbZ jaxksa esa gksrs gSa rks dkxt dksy
dbZ ckj e'khu esa yxkuk iM+rk gSA

dcká foKkiu izfr dk fuekZ.k

u (Outdoor Advertising Copy)
lkekU;r% cká foKkiut ls vFkZ ml foKkiu ls gS tks nhokjksa ij fd;k tkrk gSA oSls blesa vU; foKkiu Hkh vkrs gSa( tSls]
ok;q;ku ds /kq,¡ lsSvkdk'k esa v{kj fy[kuk( gksYMj] Mk;jh] isu] fn;klykbZ] vkfn ij Niok nsuk( eksVjksa] Vªkeksa o clksa esa
vUnj ;k ckgjh nhokj ij fy[kok nsuk] vkfnA
bu lHkh foKkiuksa ds fy, igys foKkiu izfr rS;kj djrs gSaA ;g izfr mlh izdkj rS;kj dh tkrh gS ftl izdkj Nis
foKkiu ds fy, rS;kj dh tkrh gSA vFkkZr~ nhokj ij D;k fy[kuk gS rFkk dkSu&lk fp=k yxkuk gS ;g igys r; dj ysrs
gSaA
blds ckn is.Vj ls nhokj ij fy[kok nsrs gSa ;k fQj cM+s&cM+s iksLVj iszl esa Niokdj nhokj ij fpidok nsrs gSaA
dHkh&dHkh fVu dh IysVksa ij fy[kokdj txg&txg clksa] Vªkeksa] jsyksa] vkfn esa yxok nsrs gSaA
lhek,¡ (Limitations): bl foKkiu dh lhek,¡ gSaA ;g dsoy mUg° O;fä;ksa rd igq¡prk gS tks bu rd Lo;a igq¡prs gSaA
lkFk gh bu foKkiuksa dk O;; Hkkjh gksrk gSA vr% budk iz;ksx lhfer O;kikfjd oxZ gh djrk gSA
296 foi.ku ds fl)kUr

jsfM;ks ,oa Vsyhfotu foKkiu izfr dk fuekZ.k

(Preparation of Radio & Television Advertising Copy)
jsfM;ks esa foKkiu nsus ds fy, igys foKkiu izfr rS;kj dh tkrh gS vFkkZr~ jsfM;ks esa D;k lqukuk pkgrs gSa ;g igys r;
fd;k tkrk gS fQj blesa vkokt (sound) Hkjus ds fy, mldk ,d fjdkMZ ;k Vsi cuokrs gSaA blds ckn mls jsfM;ks okyksa
dks lqukus ds fy, ns fn;k tkrk gSA blds fy, dEiuh le; ds vk/kkj ij mlds izlkj.k dh Qhl ysrh gSA
bl foKkiu dh lhek ;g gS fd blesa O;; vf/kd iM+rk gS vr% NksVs O;kikfj;ksa ds fy, ;g mi;qä ug° gSA
Vsyhfotu foKkiu ds fy, igys ,d fQYe cuokuh iM+rh gS ftls foKkiu izfr dgrs gSaA ;g fQYe LVwfM;ks esa flusek
dykdkjksa }kjk cuk;h tkrh gS ;k fQj foKkiu djkus okyk Lo;a rS;kj djkrk gSA blds cukus esa dkQh O;; gksrk gSA
lkFk gh ;g foKkiu mu oLrqvksa ds fy, mfpr gS ftudk O;kikj lkjs ns'k esa gksrk gSA
lhek,¡ (Limitations): NksVs o de iw¡th okys O;olkf;;ksa ds fy, ;g foKkiu mi;qä ug° gS( D;ksafd blds cukus o
izlkfjr djkus esa yk[kksa o djksM+ksa #i;ksa dk O;; gksrk gSA

flusek foKkiu izfr dk fuekZ.k

(Preparation of Cinema Advertising Copy)
m
o
foKkiu flusekgkyksa esa Hkh djk;k tk ldrk gS ftlds fy, flusek jhy cuokuh iM+rh gS ;k fQj dk¡p ds VqdM+ksa ij

.c
fy[kokdj LykbM ds :i esa flusek?kj esa fn[kok ldrs gSaA LykbM dk cuokuk vklku gS tks dqN #i;ksa esa gh cu tkrh
gS ysfdu flusek jhy cuokuk Hkkjh O;; dk dke gSA NksVs O;kikjh tks LFkkuh; O;kikj djrs gSa] os LykbM gh cuokrs gSaA

a
ysfdu cM+s O;kikjh jhy cuokrs gSaA ,d ckj cuh flusek jhy ;k LykbM dbZ o"kZ rd pyrh gSA
lhek,¡ (Limitations): bl foKkiu ds fy, cuh LykbM o jhy dsoy flusek foKkiu ds gh dke vk ldrh gS vU;

m
fdlh foKkiu esa ug°A NksVs O;kikjh flusek jhy ug° cuok ldrs gSa D;ksafd mlds cuokus esa O;; dkQh vkrk gSA

a
n
y
d
u
t
S
oS;fDrd foØ; 297

v/;k;&18
oS;fDrd foØ;
(Personal Selling)
oS;fDrd foØ; ls vk'k;
(Meaning of Personal Selling)
oS;fDrd foØ; oLrqvksa ,oa lsokvksa ds foØ; esa viuk egÙoiw.kZ LFkku j[krk gS ;g foØ; dh og fof/k gS ftls ^izR;{k
foØ;* dgk x;k gSaA bleas Øsrk&foØsrk vkeus&lkeus gksrs gSa vkSj muds e/; fdlh izdkj dh HkkSxksfyd nwjh ugha gksrh
gSA foØsrk oLrq,¡ xzkgdksa ds le{k izLrqr djrk gS vkSj mudks Hkyh izdkj lUrq"V djrs gq, cspus dk iz;kl djrk gSZA bls
foØ; dyk dh Hkh laKk nh xbZ gSA fdUrq ;g /;ku nsus ;ksX; ckr gS fd oS;fDrd foØ;] ^foØ; dyk* ls dkQh vf/kd
m
O;kid gSA
o
.c
vusd fo}kuksa ,oa izeq[k laLFkkvksa }kjk oS;fDrd foØ; dks ifjHkkf"kr fd;k x;k gSA dqNsd ifjHkk"kk,¡ fuEukuqlkj gSa&
1- fofy;e ts- LVsUVu ds vuqlkj] ÞoS;fDrd foØ; og foØ; gS ftlesa ,dek=k ,slk O;fDrxr foØ; lUns'k

2- a
lfEefyr gksrk gS tks fd foKkiu] foØ; lEo)Zu ,oa vU; lEo)ZukRed midj.kksa dk foijhr gksrk gSAÞ1
fjpMZ clfddZ ds vuqlkj] ÞoS;fDrd foØ; og foØ; gS ftlesa oLrq ds lEHkkfor Øsrkvks ls O;fDrxr lEidZ
LFkkfir fd;k tkrk gSA2
m
3-
a
dafMQ ,oa fLVy ds vuqlkj] ÞoS;fDrd foØ; ewyr% lapkj dh ,d fof/k gSA blesa u dsoy O;fDrxr] fdUrq
lkekftd O;kikj Hkh lfEefyr gksrk gSA izR;sd O;fDr vkeus&lkeus ¼foØsrk ,oa lEHkkfor Øsrk½ ,d nwljs dks
izHkkfor djrk gSAÞ3
n
4-
y
vesfjdu ekdsZfVax ,lksfl,'ku ds vuqlkj] Þ;g ,d vFkok vf/kd lEHkkfor Øsrkvksa ds lkFk ckrphr esa foØ;

d
djus ds mís'; ls dh xbZ ekSf[kd izLrqfr gSAÞ4

u
mi;qZDr ifjHkk"kkvks ls Li"V gS fd oS;fDrd foØ; izR;{k dk og rjhdk gS ftlesa dqN ,slh fof'k"V ckrsa gksrh gSa tks vU;
foØ;&rjhdksa esa ugha gksrh gSaA ;s fo'ks"krk,¡ fuEufyf[kr gSa%
1- t
oS;fDrd foØ; izR;{k foØ; dk rjhdk gSA
2-
3-
S
oS;fDrd foØ; ekSf[kd izLrqrhdj.k gSA
oS;fDrd foØ; eas O;kolkf;d vkSj lkekftd O;ogkj 'kkfey gSaA
4- ^oS;fDrd foØ;* foKkiu] foØ; lEo)Zu rFkk vU; ,slh gh lao)ZukRed fof/k;ksa ls foijhr gSA
1. "Personal selling consists in indivisual personal communication in contrast to mass, relatively impersonal communication of
advertising, sales promotion, and the other promotional tools." — W. J. Stanton: "Fundamentals of Marketing", p. 559.
2. "Personal selling consists of contracting prospective buyers of product personally."
— Richard Buskirk. "Principles of Marketing," p. 496
3. "Personal selling is basically a method of communication. It involve not only individual, but social behaviour each of the person in
face to face contrast-Salesman and Prospect-influences the others."
— Cundiff and Still, "Basic Marketing", pp. 381-82.
4. A.M.A., op. cit., p. 18.
298 foi.ku ds fl)kUr

5- oS;fDrd foØ; xzkgdksa dks oLrqvksa ds ckjs esa tkudkjh nsus] cspus] lUrqf"V ,oa lsok miyC/k djus vksj mudh
lEHkkfor f'kdk;rksa dks nwj djus dh fof/k gSaA
6- foØ; dyk bldk vf/kdka'k gSA oSls xSj&foØ;.k dk;Z Hkh blesa 'kkfey gksrs gSaA

O;SfDrd foØ; dk egÙo

(Importance of Personal Selling)
izR;sd laLFkk viuh oLrqvksa dh vf/kdkf/kd fcØh djuk pkgrh gS rkfd mlds ykHk] mldh [;kfr ,oa mldk {ks=k c<+
lds A bl n`f"V ls laLFkk,¡ gj laEHko iz;kl fcØh c<+kus gsrq djrh gSA izk;% fcØh iz;kl nks :iksa esa fd;s tkrs gSa& oS;fDrd
,oa voS;fDrd :i easA voS;fDrd :i ls fd;s tkus okys leLr fcØh iz;Ruksa esa foKkiu] foØ; lEc)Zu vkfn dks
lfEefyr fd;k tkrk gSA oS;fDrd :i ls fd;s tkus okys fcØh iz;Ru oS;fDrd&foØ; dgykrs gSsaA
;fn rqyukRed :i ls izR;sd fof/k dk ewY;kadu djsa rks ge bl fu"d"kZ ij igq¡prs gSa fd nksuksa izdkj dh fof/k;ksa ds ykHk
,sls gSa ftUgsa fdlh vU; ls izkIr ugha fd;k tk ldrk gSA oS;fDrd foØ; ds tks izeq[k fof'k"V ykHk gSa] os fuEufyf[kr
gSa] ftuds ifj.kkeLo:i mls dkQh egÙoiw.kZ ekuk x;k gSA
1- oLrq izn'kZu% oS;fDrd foØ; dk izeq[k ykHk ;g gS fd blesa oLrq dk izn'kZu xzkgdksa ds lEeq[k foØsrk }kjk fd;k
m
tkrk gS rkfd oLrq dh ykHkiznrk ,oa mldh ok¡Nuh;rk ds izfr xzkgd dks fo'okl gks ldsA oLrq izn'kZu dk ykHk

o
foKkiu tsls voS;fDrd foØ; fof/k ls izkIr gksrk gSA

.c
2- xzkgdksa dh tkudkjh% foØsrk viuh nqdku ij vk;s gq;s vFkok lM+d ij py jgs lHkfor Øsrkvksa esa ls viuh
foØ; dyk] lw>cw> rFkk vuqHko ls vius xzkgdksa dks <w¡< ldrk gS vkSj viuk /;ku rFkk 'kfDr dsfUnzr dj ldrk

a
gSA fdUrq foKkiu ,oa foØ; lao)Zu ls laHkkO; xzkgdksa rFkk vlaHkkO; xzkgdksa dk irk djuk lEHko ugha gksrk
gSA
3-
m
'kadkvksa ,os vkifÙk;ksa dk lek/kku% oS;fDrd foØ; eas foØsrk rFkk xzkgd vkeus&lkeus gkssrs gSa vkSj oLrq Hkh
lkeus iM+h jgrh gSA blfy;s os ijLij ckrphr }kjk oLrq ds lEcU/k esa mRiUu 'kadkvksa vkSj vkifÙk;ksa dk
a
lek/kku dj ldrs gSA xzkgdksa dh 'kadkvksa rFkk vkifÙk;ksa ds lek/kku ls mudk fo'okl oLrq dh fdLe] ewY;

n
mi;ksfxrk vkfn ds lEcU/k esa c<+rk gSA blls vf/kd fcØh dh lEHkkouk;sa curh gSaA
4-
y
foØ; esa lgk;rk% oS;fDrd foØ; oLrqr% cspus dh dyk gksrh gSA bl fof/k esa foØsrk xzkgdksa ds lEeq[k oLrq
ds izn'kZu }kjk] vU; oLrqvksa ds rqyukRed v/;;u rFkk o.kZu }kjk vkSj mudh 'kadkvksa ds fuokj.k }kjk oLrq
d
dh fcØh ds fy, i`f"BHkwfe rS;kj djrk gS vUrksxRok og oLrq cspus esa lQy jgrk gSaA foKkiu ,oa foØ; lao)Zu

u
lEHkkfor Øsrkvksa dks oLrq&Ø; ds fy, izsj.kk nsrs gSa] fdurq oS;fDrd foØ; esa iszsj.kk dks fcØh esa cnyk

t
tkrk gSA

S
5- lapkj&lsok% oS;fDrd foØ; foØsrk viuh oLrq ds xzkgdksa rFkk lEHkkfor xzkgdks dks laLFkk dh uhfr;ksa] mRikndksa
ls IkzkIr lekpkjksa rFkk oLrq lEcfU/kr vusd izdkj dh tkudkjh lwfpr djrk jgrk gSA blh izdkj] xzkgdksa dh
:fp;ksa] ek¡x] QS'ku vkfn dh tkudkjh dks fuekZrkvksa rd igq¡pkrk jgrk gSA bl izdkj] fuekZrk] laLFkk ,oa xzkgdksa
ds fy, oS;fDrd foØ; lapkj lsok;sa miyC/k djrk gSA
6- le; leUo;% oS;fDrd foØ; esa xzkgdksa dh oLrq dh vko';drk ds le; oLrq miyC/k djds xzkgdksa rFkk laLFkk
dh lsok dh tk ldrh gSA foØsrk ,oa xzkgdksa ds e/; ?kfu"B lEidZ LFkkfir gks tkrs gSa vkSj oLrq ds vkxeu
dh lwpuk xzkgdksa rd igq¡p tkrh gS vFkok xzkgdksa rd oLrq igq¡pk nh tkrh gSA
7- xSj&foØ; lsok;sa% oS;fDrd foØ; esa foØsrk u dsoy foØ; dk gh dk;Z djrk gS] cfYd xSj&foØ; d;Z tsls&
cktkj vuqlU/kku] ejEer lsok,¡] xzkgdksa dh f'kdk;rksa dk fuokj.k] lk[k lwpuk,¡ ,df=kr djuk vkfn Hkh
djrk gSA
oS;fDrd foØ; 299

8- yphyh foØ; O;oLFkk% oS;fDrd foØ; dks foØ; dh yphyh O;oLFkk dgk x;k gS D;ksafd foØ;drkZ
ifjfLFkfr;ksa] xzkgd&t:jrksa] xzkgd&izsjd gsrqvksa] ,oa muds O;ogkjksa dks /;ku eas j[krs gq, vius foØ;
izLrqrhdj.k dks vuq:i cuk ldrs gSaA blds vfrfjDr os xzkgd izfrfØ;kvks dks le> dj foØ; izfof/k esa Hkh
ifjorZu dj ldrs gSA
9- izHkko'khyrk% oS;fDrd foØ; foKkiu vkfn lao)ZukRed mik;ksa dh rqyuk esa vf/kd izHkkoh ekuk x;k gS] D;ksafd
;g iz;klksa dh cjcknh dks jksdrk gSA foKkiu esa izk;% lUns'k mu yksxks rd igq¡prs gSa tks fd okLrfod Hkkoh
xzkgd ugha gksrs gSa tcfd oS;fDrd foØ; esa leLr iz;Ru okLrfod Hkkoh xzkgd ij gh dsfUnzr gks tkrs gSaA

oS;fDrd foØ; dk LoHkko vFkok dk;Z

(Nature or Functions of Personal Selling)
,d oS;fDrd foØ; dk;Z djus okys dks foØ; dk;Z ds vfrfjDr cgqr&ls dk;Z djus iM+rs gSaA tSls] fcØh dk fjdkMZ
j[kuk iM+rk gS] u;s foØ;drkZvksa dks izf'k{k.k nsuk iM+rk gS] izcU/kd dks lq>kko nsus iM+rs gSa rFkk laLFkk dh [;kfr dks
cukuk o c<+kuk Hkh iM+rk gSA ,d QqVdj foØsrk dks lk/kkj.kr;k fuEu dk;Z djus iM+rs gSa%&
1- fcØh djuk (Making Sales): oS;fDrd foØ; dk ;g eq[; dk;Z gS ftldksa ,d foØ;drkZ dks djuk iM+rk

m
gSA foØ; u;s o iqjkus nksuksa izdkj ds xzkgdksa dks fd;k tkrk gSaA u;s xzkgdksa ds vkns'k u;s vkns'k o iqjkus xzkgdks
ds vkns'k iqu% vkns'k dgykrs gSaA
2- o
xzkgdksa dh lsok djuk (Service to Customers): oS;fDrd foØ; dk nwljk dk;Z xzkgdksa dh lsok djuk gS

.c
bld fy, og oLrq dk izn'kZu djrk gS o xzkgdksa dks mfpr lykg nsrk gS rFkk bl ckr dks crkrk gS fd oLrqvksa
esa lokZf/kd lUrqf"V fdl izdkj izkIr dh tk ldrh gSA lkFk gh oLrq dks [kjkc gksus ls cpkus ds fy, mfpr dne

3-
Hkh crkrk gSA
a
fcØh dk fjdkMZ j[kuk (Keeping records of the sales): ;g fcØh dk fjdkMZ j[krk gS vkFkkZr~ fcØh
m
fdldks o fdl ek=kk esa o dc dh x;h gS bldk ys[kk j[krk gSA foØ;drkZ }kjk fdruh eqykdkrsa dh x;ha vkSj

a
D;k ifj.kke jgk\ bldk Hkh ys[kk&tks[kk blh ds }kjk j[kk tkrk gSA ;fn og foØ;drkZ ;k=kh foØ;drkZ gks
rks bldh viuh fjiksVZ Hkh foØ; dk;kZy; dks Hkstuh iM+rh gSA bl fjiksVZ esa cgqr lh ckrsa gksrh gSA
4- n
iz'kklfud dk;Z (Executive Function): bldks vius vYidkfyd o nh?kZdkfyd izksxzke cukus iM+rs gSaA ;g
y
vius u;s lkFkh foØ;drkZvksa dks vius lkFk j[kdj izf'k{k.k nsrk gSaA ;g cktkj ifjfLFkfr dk v/;;u dj

d
izcU/k dks vius lq>kko nsrk gS o vius lkfFk;ksa o fujh{kdksa ls feydj foi.ku lEcU/kh dfBukb;kssa dks
lqy>krk gSA
5- u
viuh ,oa laLFkk dh [;kfr esa o`f) djuk (Developing Goodwill for himself and the company):
t
foØ;drkZ vU; cgqr&ls dk;Z djrk gS ftuls mldh o laLFkk dh [;kfr c<+rh gS( tSls] QqVdj foØsrkvksa dh
S
eky dks iznf'kZr djus esa lgk;rk djuk] mudh yxkrkj lsok djrs jguk] vkfnA

oS;fDrd foØ;drkZvksa ds izdkj

(Kinds of Personal Salesman)
foØ;drkZ fdrus izdkj ds gksrs gSa\ ;g ,d ,slk iz'u gS ftldk dksbZ loZekU; mÙkj feyuk dfBu gSA bldk dkj.k ;g
gS fd foØ;drkZvksa ds dk;Z fHkUu&fHkUu izdkj ds gksus ds dkj.k foØ;drkZ fHkUu&fHkUu izdkj ds gksrs gSA bls lkFk&lkFk
,d dkj.k ;g Hkh gS fd foØ;drkZvksa ds dk;Z O;kolkf;d mUufr ds dkj.k cnyrs jgrs gSaA bUgha lc ckrksa dks /;ku
esa j[krs gq, foØ;drkZvksa dks muds dk;Z ds vuqlkj fuEu rhu izdkj dk ekurs gSa%&5

5. E. Jerome McCarthy: Basic Marketing - A managerial Approach, p. 507.

300 foi.ku ds fl)kUr

1- vkns'k izkIr djus okys foØ;drkZ (Order-getting Salesmen): ;g os foØ;drkZ gS tks lEHkkfor xzkgdks
dks u;h oLrq] u;h lsok ;k u;s fopkj ds fy, <w¡<rs gSa] mudks izHkkfor djrs gSa vkSj oLrq ds vkns'k izkIr djrs
gSaA bUgha foØ;drkZvksa dks l`tu'khy foØ;drkZ Hkh dgrs gSaA bldk dkj.k ;g gS fd ;g ek¡x dk
l`tu djrs gSAa
,d vPNk vkns'k izkIr djus okyk foØ;drkZ pkrq;Ziw.kZ] LokfeHkDr] ifjJeh] bZekunkj] izHkko'khy O;fDrRo okyk]
lkglh] lgdkjh] uez] g"Viq"V o vius {ks=k dks iw.kZ :i ls le>us okyk gksuk pkfg,A tgk¡ td lEHko gks og
,d gh fuekZrk dks eky cspus okyk gksuk pkfg,A mldks vius vki eas iw.kZ fo'okl gksuk pkfg, rFkk vk'kkoknh
n`f"Vdks.k viukuk pkfg,A ;g vkns'k izkIr djus okys foØ;drkZ Hkh rhu izdkj ds gksrs gSa%&
1- fuekZrk ds fy, vkns'k izkIr djus okys foØ;drkZ% ;g vkS|ksfxd oLrqvksa o vkS|ksfxd dPps eky ds
lEcU/k eas ik;s tkrs gSaA budk dke vkS|ksfxd Øsrk ds eky dh iwfrZ djus okyh QeksZ dh fyLV esa viuh
laLFkk dk uke tqM+okuk gSA ,sls Øsrk cpr ;k vf/kd ykHkksa esa viuh :fp j[krs gSaA vr% buds fy,
foØ;drkZ iz[kj cqf) dk gksuk pkfg, vkSj ,d ckj lEidZ djus ds ckn yxkrkj lEidZ djus okyk gksuk
pkfg,A ,sls foØ;drkZ esa rduhdh Kku gksuk Hkh vfuok;Z gSA
2- Fkksd foØsrkvksa ds fy, vkns'k izkIr djus okys foØ;drkZ% dqN Fkksd foØsrk vius QqVdj foØsrkvksa dh

m
lqfo/kk ds fy, ,sls foØ;drkZvksa dh fu;qfDr djrs gSaA bu foØ;drkZvksa dk dke Fkksd foØsrk ds fy,

o
QqVdj foØsrkvksa ls vkns'k izkIr djuk gksrk gSA
3- QqVdj foØsrk ds fy, vkns'k izkIr djus okys foØ;drkZ% ;g foØ;drkZ QqVdj foØsrkvks ds fy,

.c
vkns'k izkIr djrk gSaA tc oLrq u;h gksrh gS rks miHkksDrkvksa dks le>kkdj vkns'k izkIr fd;k tk ldrk
gSA blh izdkj ;fn oLrq LVkWd eas cgqr bdV~Bh gks x;h gS rks blds fy, Hkh vkns'k xzkgdksa dks mldh
mi;ksfxrk le>kkdj ;gh foØ;drkZ ykrs gSaA a
vU; fdlh izdkj ls cu x;h gS rks ml oLrq ds vknsm
2- vkns'k ysus okys foØ;drkZ (Order-taking salesmen): tc fdlh oLrq dh ek¡x foKkiu] foØ;&izorZu ;k
'k yssus okys ;gh foØ;drkZ gksrs gSaA oS;fDrd foØ; dk
vf/kdka'k foØ; ;gh yksx djrs gSaA ;s foØ; iwa .kZ djrs gSaA dHkh&dHkh ;gh yksx eky dh rqjUr lqiqnZxh djds

n
mldk Hkqxrku Hkh ys ysrs gSaA ;g Hkh rhu izdkj ds gksrs gSa fuekZrk ds
(i) (ii) Fkksd O;kikjh ds o(iii) QqVdj

y
foØsrk dsA

d
3- lgkjk nsus okys foØ;drkZ (Supporting Salesmen): ;g foØ;drkZ vkerkSj ij fuekZrk ds fy, dk;Z djrs
gSa vkSj budk dk;z oLrq dh fcØh ds fy, lgkjk nsuk gSaA blds fy, os oLrq dh rkfU=kd o vU; vPNh ckrksa
u
dks lEHkkfor Øsrkvksa dks crkrs gSa vkSj laLFkk dh [;kfr cukus dk iz;Ru djrs gSa ysfdu Lo;a u vkns'k ysrs gaS

t
vkSj u fcØh djrs gSaA vkns'k ysus dk dk;Z vkns'k yssus okyk foØ;drkZ ckn esa djrk gSA

vkSj ek¡xS
;g lgkjk nsus okys foØ;drkZ Hkh nks izdkj ds gksrs gSaA ,d rks os tks laLFkk dh [;kfr dh o`f) djrs gS
(i)
mRiUu djrs gSa rFkk Fkksd foØsrk ds foØ;drkZ dks izf'k{k.k Hkh nsrs gSaA ,sls foØ;drkZvksa dks fe'kujh
foØ;drkZ dgrs gSaA budk eq[; dk;Z fuekZrk ,oa Fkksd o QqVdj foØsrkvksa ds chp laPkkj&ek/;de ds :i esa
dk;Z djuk gSA (ii) nwljs izdkj ds foØ;drkZ rduhdh fo'ks"kK gksrs gSaA ;g oSKkfud bUthfu;j gksrs gSaA buesa
oLrq dh rduhdh ckrksa o mlds ykHkksa dks crkus dh {kerk gksrhs gSaA lk/kkj.kr;k vkns'k izkIr djus okyk
foØ;drkZ viuh laLFkk dks Øsrkvksa dh dfBukb;k¡ crkrk gS rc bl izdkj dk rduhfdh fo'ks"kK ogk¡ Hkstk tkrk
gS tks mudh dfBukb;ksa o lUnsgksa dks nwj djrk gSA dHkh&dHkh bl izdkj ds foØ;drkZ Lo;a Hkh vkns'k ysus okys
dh rjg dk;Z djrs gSaA
rhuksa izdkj ds foØ;drkZ & vkns'k izkIr djus okys] vkns'k ysus okys o lgkjk nsus okys& okLro esa rhu vyx&vyx dk;Z
djrs gSa ysfdu ;g lEHko gS fd ;g rhuksa ;k muesa dksbZ nks dk;Z ,d gh foØ;drkZ dks ns fn;s tk;sA
oS;fDrd foØ; 301

oS;fDrd foØ; jhfr&uhfr fuf'pr djuk

(Determining Personal Selling Strategy)
oS;fDrd foØ; dk izcU/k dk;Z foØ;&izcU/kd ds }kjk fd;k tkrk gS vkSj ogh foØ; 'kfDr ds fu;kstu] izf'k{k.k o muds
mi;ksx ds fy, mÙkjnk;h gksrk gSA bu mÙkjnkf;Roksa dks iwjk djus d fy, mldks fuEu pkj dk;Z djus iM+rs gS tks
oS;fDrd foØ; jhfr&uhfr ds fu/kkZj.k lEcU/kh ?kVd dgykrs gSa%&
1- oS;fdrd foØ; O;; (Personal Selling appropriation): oS;fDrd foØ; jhfr&uhfr es lcls igys
oS;fdrd foØ; O;;ksa dks fu?kkZfjr fd;k tkrk gSA bu O;;ksa dks fu?kkZfjr djus dk vk/kkj foi.ku mís'; yf{kr
fcØh gkrs gSa ftldk fu/kkZj.k vkus okys le; ds fy, izcU/k }kjk igys ls gh dj fy;k tkrk gSA ;fn
izcU/k dk yf{kr fcØh&mís'; fiNyh fcØh ls vf/kd gS rks bldk vFkZ ;g gks ldrk gS fd vf/kd foØ;drkZvksa
dks Hkh fu;qDr djus dh vko';drk izrhr gks vkSj muds fujh{k.k ds fy, fujh{kdksa dks Hkh fu;qdr djuk iM+sA
bu fujh{kdksa o foØ;drkZvksa dks mud ikfjJfed ds vfrfjDr dqN vU; O;; Hkh nsus iM+rs gSa] tSls] ekxZ O;;A
vr% oS;fDrd foØ;&O;; dks fu/kkZfjr djrs le; izcU/k dks nks dk;Z djus iM+rs gSa (i) ,d rks izr;sd fØ;k }kjk
lEikfnr fd;s tkus okys dk;ksZa dk vuqeku] o (ii) nwljs mu vuqekuksa dks :i;ksa ds vuqekuksa esa cnyukA
oS;fDrd foØ;UO;;ksa fu/kkZj.k ls iwoZ lcls igys dqN yf{kr fcØh dk vuqkeu yxkdj ml ij gksus okys dqy
lao)Zu O;;ksa dks fu/kkZfjr fd;k tkrk gSA blds ckn oS;fDrd foØ; O;;ksa dk fu/kkZj.k fd;k tkrk gSA
m
o
oS;fDrd foØ;&O;;ksa esa foØ;drkZvksa dh HkrhZ o pquko ds O;;] mudks izf'kf{kr djus ds O;;] mudks izsj.kk nsus

.c
o fujh{k.k ds O;; o muds izcU/k ds O;; vkrs gSaA vr% oS;fDrd foØ;&O;;ksa dk fu/kkZj.k djrs le; bl ckr
dk /;ku vo'; gh j[kk tkuk pkfg, fd os brus vo'; gkssa fd mi;qZDr of.kZr O;;ksa dks iwjk fd;k tk ldsA

a
2- dk;Z&fooj.k% (Job Description): Þdk;Z fooj.k ,d fof'k"V dk;Z ds mís'; drZO;kas ,oa mÙkjnkf;Roksa dk
O;kid dFku gSAÞ6 blesa eq[; :i ls (i) dk;Z lkjka'k drZO;ksa vkSj nkf;Roksa dk fooj.k] (ii) izf'k{k.k (iii) dk;Z

m
dh n'kk,¡ (vi) dk;Z ds fy, okafNr midj.kkas] e'khuksa ,oa lkefxz;ksa dk fooj.k] (v) 'kkjhfjd ,oa ekufld xq.k
(vi) osru ,oa HkÙks vkfn ckrsa fyf[kr :i ls vkrh gSA
a
foØ; izcU/k dk izFke o lcls egRoiw.kZ dk;Z dk;Z&fooj.k rS;kj djuk gSA ;g dk;Z fooj.k fcYdqy Li"V iw.kZ
n
,oa mfpr gksuk pkfg,A oS;fDrd foØ; jhfr&uhfr dk ;g cgqr gh egRoiw.kZ vax gSA blh ds vk/kkj ij

y
izcU/k ds }kjk mu xq.kksa ,oa ;ksX;rkvksa dk fu/kkZj.k fd;k tkrk gS ftudk ,d foØ;drkZ esa gksuk vfuok;Z gSA
blh ds vk/kkj ij ikfjJfed ,oa fujh{k.k ;kstuk,¡ cuk;h tkrh gSa vkSj ;gh dk;Z fooj.k izcU/k ds fy, ekxZ
izn'kZu dk dk;Z djrk gSA
d
u
dqN vPNh dEifu;ka dk;Zfoou.k ds lkFk lkFk ,d izeki dk;Z dk fooj.k Hkh rS;kj djrh gSA ftlls fd vkxs

t
pydj ,d foØ;drkZ ds dk;Z dh rqyuk ml izeki dk;Z ds fooj.k ls djds mlds dk;Z dk ewY;kadu fd;k

S
tk ldsA
lk/kkj.kr;k izR;sd izdkj dh oLrqvksa ds foØ;drkZvksa ds fy, ,d ls gh drZO; ,oa nkf;Ro gksrs gSa ysfdu foØ;
inksa dk LoHkko ,d dEiuh ls nwljh dEiuh esa fHkUu gksrk gS( lkFk gh izR;sd dEiuh ds y{; Hkh fHkUu gksrs gSaA
bldk dkj.k ;g gS fd dEiuh viuh viuh foi.ku jhfr uhfr viukrh gSA
3- foØ; 'kfDr d cnyus dh nj (Rate of Sales force turnover): lk/kkj.kr;k izR;sd laLFkk esa izfr o"kZ dqN
foØ;drkZ bLrhQk ns tkrs gSa ;k fjVk;j gks tkrs gSa ;k dqN dks fdUgha dkj.kksa ls vyx dj fn;k tkrk gSa oS;fDrd
foØ; ds fu;kstu esa bl ckr dk Hkh /;ku j[kuk iM+rk gS fd izfro"kZ bu mi;qZDr of.kZr dk;ksaZ ls fdrus izfr'kr
foØ;drkZ laLFkk ls fuo`Ùk gksaxs ftlls fd muds LFkku ij u;s foØ;drkZ fu;qDr djus ds fy, igys ls mfpr

6. "A job description is a broad statement of te purpose, scope, duties and responsibilities of a particular job."
— Maurice B. Coming
302 foi.ku ds fl)kUr

izcU/k dj fy;k tk;A ftl nj ls foØ;drkZ fuo`Ùk gksrs gSa mlh nj dks foØ; 'kfDr ds cnyus dh nj dgrs
gSaA bl nj dks izfr'kesa esa fudkyus ds fy, fuEufyf[kr lw=k dke esa yk;k tkrk gS%&
vyx gksus okys foØ; drkZvksa dh la[; k
foØ; 'kfDr ds cnyus dh izfr'kr nj ¾ foØ; ' kfDr dk vkSlr vkdkj
× 100

;fn fdlh laLFkk esa vkSlru rhu lkS foØ;drkZ gSa vkSj izfro"kZ vkSlru 15 foØ;drkZ fuo`Ùk gks tkrs gSa rks izfr'kr
nj vxz izdkj fudkyh tk;sxh%&
15 1]500
izfr'kr nj ¾ 300 × 100 = 300 = 5

foi.ku ls lEcfU/kr lHkh O;fDr tkurs gSSa fd u;s&u;s foØ;drkZvksa dks izf'kf{kr djus esa O;; gksrk gSA vr%
foi.ku izcU/kd dks bl foØ; 'kfDr ds cnyus dh nj de&ls&de j[kuh pkfg,A ;fn nj c<+rh gS rks foØ;
'kfDr ds izcU/k O;; Hkh c<+rs gSa blds lkFk&lkFk ftruk O;olk; iqjkus foØ;drkZ ns ikrs gSa mruk u;s foØ;drkZ
ugah ns ikrs gSaA
foØ; dk;Z esa ftruh foØ; 'kfDr yxh gqbZ gbZ gS mldks fu/kkZfjr fcØh vo'; gh djuh pkfg,A ;fn fcØh
mls de gksrh gS rks ,sls foØ;drkZ dks gVkus dh O;oLFkk vo'; gh djuh pkfg,A lkFk gh tks foØ;drkZ
m
fu/kkZfrjr fcØh ls v/fkd fcØh djrs gSa mUgsa mUufr ds volj Hkh fn;s tkus pkfg,A bldk vFkZ ;g gS fd dq'ky

o
foØ;drkZvksa dks gVk;k tkuk pkfg, rFkk dq'ky dks mUufr dk volj fn;k tkuk pkfg,A izcU/k dk ;g drZO;

.c
gS fd og le;&le; ij foØ;drkZvksa dh fcØh dk ewY;kadu djrk jgs ftlls fd bl ckr dk irk yxrk
jgs fd dq'ky foØ;drkZ rks laLFkk dks NksM+ dj ugha tk jgs gSa\ izcU/k dks foØ; 'kfDr ij gj le; fuxkg j[kuh

a
pkfg, vkSj bl ckr dk irk vo'; gh yxkrs jguk pkfg, fd foØ;drkZ nwljh laLFkkvks esa D;ksa tkrs gS vFkok
tkuk pkgrs gSa ftlls fd ml vkssj mfpr dne mBk;s tk ldsa vkSj dk;Z&fooj.k esa Hkh vko';drkuqlkj ifjorZu

m
fd;k tk ldsA
4- foØ; 'kfDr dk vkdkj (Size of Sales force): foØ; 'kfDr dk vkdkj fdruk cM+k gks ;g laLFkk dh
a
vuqekfur fcØh o mlds ykHk lEcU/kh mís';ksa ij fuHkZj gSA blds lkFk&lkFk ,d foØ;drkZ dk dk;Z fooj.k

n
Hkh vko';d gS ftlls fd ;g r; fd;k tk lds fd ,d foØ;drkZ fdrus :i;s dh fcØh dj ldrk gSa ;fn

y
ge dqy vuqekfur fcØh esa ,d foØ;drkZ dh fcØh dk Hkkx ns nsa rks ;g fudkyk tk ldrk gS fd fdrus
foØ;drkZvksa dh vko';drk gSA ysfdu ,slk djrs le; foØ; 'kfDr ds cnyus dh nj dk Hkh /;ku j[kk tkuk

d
pkfg,A bl izdkj foØ; 'kfDr dks fudkyus ds fy, fuEu lw=k dke esa yk;k tk ldrk gS%&

u ( N=
S
1+ T )

t P

S
N= foØ;drkZvksa dh la[;k (Number of Salesman)
S= fcØh dk iwokZuqeku (Forecasted Sales)
P= ,d foØ;drkZ dh foØ; {kerk (Productivity of a Salesman)
T= foØ; 'kfDr ds cnyus dh nj (Rate of Sales Force Turnover)
;fn fdlh laLFkk dh iwokZuqekfur fcØh 50]00]000 :i;s dh gS vkSj ,d foØ;drkZ dh foØ; {kerk 1]00]000
:i;s rFkk foØ; 'kfdr ds cnyus dh nj 10% gS rFkk orZeku esa foØ;drkZvksa dh la[;k 40 gS rks fuEukafdr
lw=k dks yxkdj dqy foØ;drkZvksa dh vko'd;rk dk vuqeku yxk ldrs gSa%&
S
foØ;drkZvksa dh la[;k (N ) = P (1 + T )
oS;fDrd foØ; 303

50,00,000  10 
= 1 + 
1,00,000  100 

50 110
= × = 55
1 100
bl izdkj 50]00]000 :i;s dh fcØh ds fy, (55-40)=15 vfrfjDr foØ;drkZvksa dh vko';drk gksxhA bl
la[;k esa mu foØ;drkZvks dh la[;k Hkh 'kkfey gS tks laLFkk ls vyx gks tk;saxs vkSj muds LFkku u;s foØ;drkZvksa
dh vko';drk gksxhA foØ; 'kfDr dks fu;ksftr djrs le; bl ckr dk /;ku vo'; gh j[kk tkuk pkfg,
fd foØ;drkZ dh HkrhZ vko';drk ds le; ls iwoZ gh dj yh tkuh pkfg, vkSj mudks mfpr izf'k{k.k ns fn;k
tkuk pkfg,A bldk dkj.k ;g gS fd foØ;drkZ ds HkrhZ djus o mudsk vius vuq:i izf'kf{kr djus esa le;
yxrk gSA

oS;fDrd foØ; dh lhek,¡

(Limitations of Personal Selling)
;g lgh gS fd leLr foi.ku iz;klksa dk ,dek=k y{; nh?kZdky esa laLFkk ds ykHkizn foØ; esa vfHko`f) djrs gq, xzkgdksa
m
dh vko';drkvksa dks lUrq"V djuk gksrk gS vkSj bl y{;k dh iwfrZ esa oS;fDrd foØ; vU; lao)ZukRed fof/k;ksa dh rqyuk

o
eas lokZf/kd izeq[k vkSj mi;ksxh gSA buesa ij Hkh fuEu lhek;sa bldh mi;ksfxrk dks lhfer djrh gSaA

.c
1- mPp ykxr % oS;fDrd foØ; O;oLFkk dkQh [kphZyh gksrh gSA izk;% foKkiu dk vkSlru O;; 'kq) foØ; dk
1% ls 3% rd gksrk gS] tcfd oS;fDrd foØ; ij gqvk vkSlru O;; 8% ls 15% rd gksrk gSA
2-
a
dq'ky foØ;drkZvksa dk vHkko% oS;fDrd foØ; O;oLFkk dq'ky] vuqHkoh ,oa ;ksX; foØ;drkZvksa dh vko';drk
vuqHko djrh gSA izk;% izf'kf{kr ,oa dq'ky foØ;drkZvksa dk vHkko jgrk gSA ;fn laLFkk mi;qDr foØ;drkZvksa

m
dk p;u djus esa vlQy jgrh gS rks leLr O;; fu"Qy gks tkrs gSaAs

a
3- lnSo mi;qDr u fd;k tk lduk% oS;fDrd foØ; vU; laO)ZukRed mik;ksa dh iwjd O;oLFkk gS ftls lHkh
txg lHkh ifjfLFkfr;ksa eas leku :i ls iz;qDr ugah fd;k tk ldrk gSA vusd izdkj ds xSj & foØ; dk;Z tsls
n
foKkiu lao)Zu] izf'k{k.k vkfn oS;fDrd foØ; ds }kjk Hkyh izdkj lEiUu ugha fd;s tk ldrsA vusd izdkj

y
ds foØ;drkZvksa ds fy, ;g lEHko ugha gks ikrk gS fd os izR;sd xzkgd ds lEeq[k mlds Ø;&fu.kZ; ds le;
mifLFr gks ldsaA
d
u
foØ; izfof/k
t
(Selling Process)

S
foØ; izfof/k foØ; dk;Z lEUu djus dh og oSKkfud fof/k gS ftlesa xzkgd dks vf/kdre lUrqf"V iznku djrs gq,] U;wure
le; ,ao ykxr ij vf/kdre foØ; djus dk iz;kl fd;k tkrk gSA
fofHkUu fo}kuksa us foØ; izfof/k ds fofHkUu pj.k cryk;s gSaA gjcVZ ,u- dslu us foØ; izfrf/k ds N% pj.k cryk;s gSaA
bu pj.kksa dks crykus okyk lw=k "RIDSAC" ds uke ls tkuk tkrk gSA1
R dk vFkZ Reception ¼Lokxr djus½ ls gSA
I dk vFkZ Inquiry ¼iwNrkN djus½ ls gSA

D dk vFkZ Demonstration ¼izn'kZu djus½ ls gSA

S dk vFkZ Selection ¼p;u djus½ ls gSA
304 foi.ku ds fl)kUr

A dk vFkZ Additon ¼lao)Zu djus½ ls gSA

C dk vFkZ Commendation ¼iz'kalk ,oa fonkbZ½ esa gSA
izks- xzhQ us foØ; izfof/k ds fuEu ik¡p pj.k cryk;s gSaA7
1- /;kukd"kZ.k (Attention)A
2- :fp mRiUu djuk (Creating interest)A
3- bPNk iSnk djuk (Creating desire)A
4- fo'okl (Conviction)A
5- lekiu (Close)A
fLVy] dafMQ ,oa xksoksuh us foØ; izfof/k dks nks Hkkxksa eas foHkDr fd;k gS8 (1) lEHkkoukvksa dk fu/kkZj.k vFkok lEHkkoh
xzkgdksa dh [kkst] vkSj lEHkkoukvks vFkok lEHkkoh&xzkgdksa esa cnyukA lEHkkoukvksa ds fu/kZj.k dks mUgksaus iqu% fuEu pkj
pj.kkksa esa foHkDr fd;k gSA
1- lEHkkoh xzkgdksa dks ifjHkkf"kr djukA
2- lEHkkoh xzkgdksa dh [kkst djukA
3- lEHkkoh xzkgdksa dh vko';drk dk fu/kkZj.k djukA m
4- laLFkk ds mRiknksa ds lkFk izR;sd lEHkkoh xzkgd dh vko';drkvksa dks lEc) djukA o
.c
lEHkkoh xzkgdksa dks Øsrkvksa esa cnysu ds fy, iqu% fuEuk¡fdr nks pj.kksa dh O;oLFkk foØ; izfof/k esa dh xbZ gSA
1-
2-
foØ; izfrjks/k nwj djukA
foØ; dk lekiu djukA
a
m
fddZisfVªd us foØ; izfrf/k dks fuEufyf[kr N% pj.kksa esa foHkDr fd;k gS%&9
1- foØ; dgkuh dk fu;kstu a
2- lk{kkRdkj n
3- foØ; dgkuh dguk y
4- izn'kZu d
u,oa
t
5- vkifÙk;ksa dk fuokj.k

orZeku esa] ^foØ;ksS

6- foØ; dk lekiuA
ijkUr vuqxeu* dks Hkh foØ; izfof/k dk pj.k ekuk x;k gSA izR;sd pj.k fo'kn~ foospu bl izdkj gSA
foØ; dgkuh dk fu;kstu
(Planning the Sales Story)
foØ; dgkuh dk fu;kstu ^foØ; izfof/k* dk izFke pj.k gSA ^foØ; dgkuh* ls vk'; ^foØ; izLrqrhdj.k* ls gSA blfy,
lcls igys foØ;drkZ dks vius foØ; izLrqrhdj.kksa dk fu;kstu djuk pkfg,A blh pj.k dks ^iwoZ&lEidZ* (Pre-

7. Edwin Charles Grief : "Modern Salesmanship, Principles and Problems," pp.144-50.

8. Still, Cundiff and Govoni : "Sales Management, Decisions, Polices and Cases", 1976, pp. 298 to 330.
9. Kirk Patrick, op. cit., pp. 207 to 390.
oS;fDrd foØ; 305

approach) pj.k Hkh dgk x;k gSA10 bl pj.k ij foØ;drkZ vius dks lEHkkfor xzkgdksa ds lkFk gksus okys lk{kkRdkj ds
fy, rS;kj djrk gSA
iwoZ&lEidZ pj.k ij eq[;r% fuEu rhu dk;Z fd;s tkrs gSa (i) Øsrkvksa dks igpkuuk] (ii) Øsrkvksa ds ckjs esa tkudkjh ,df=kr
djuk] vkSj (iii) foØ; dgkuh vFkok izLrqrhdj.k dk fu;kstu djukA
1- Øsrkvksa dks igpkuuk (Identifying Buyers): izHkkoiw.kZ foØ;.k vko';drkvksa ds vuqlkj fu;ksftr foØ;.k
gksrk gSA tc rd foØ;drkZ vius lEHkkfor Øsrkvksa dks u igpku ys rc rd og Hkyh izdkj foØ; ugha dj
ldrk A lEHkkfod Øsrkvksa dh igpku dk vFkZ ;g ekywe djus ls gksrk gS fd dksu lk Øsrk oLrq [kjhnsxk vkSj
dkSu&lk ugha\ fdl Øsrk ij foØ;drkZ dks le; O;; djuk pkfg, vkSj fdl Øsrk ij ugha\ fddZisfVªd fy[krs
gSa fd Þvlk/kkj.k foØ;drkZ mUgha lEHkkoh xzkgdksa dks csprs gSa tks [kjhnus okys gksrs gSa] tcfd lkekU; vFkok
detkjs foØ;drkZ izR;sd dks cpsu dk iz;kl djrs gSaAÞ11 fLVy] dafMQ ,oa xksoksuh fy[krs gSa fd lEHkkfor
xzkgdks dh igpku ;g gS fd os [kjhnus dh bPNk j[krs gSa foÙkh; {kerk j[krs gSa] vf/kdkkjh lÙkk j[krs gSa vkSj
foØ;drkZ dks miyC/k gksrs gSaA12 ;g dFku Li"V djrk gS fd izR;sd O;fDr dks lEHkkfor Øsrk ugha ekuk tk
ldrkA ftu O;kolkf;d laLFkkuksa esa ^Js"B foØ;&fo'ys"k.k iz.kkfy;k¡* LFkkfir gksrh gSa] muesa lEHkkfor Øsrkvks
dh igpku esa vklkuh jgrh gSa D;skafd os Øsrk lwpukvksa dk izeq[k vkSj fo'oluh; lzksr cu tkrh gSaA13
2- m
Øsrkvksa ds ckjs esa tkudkjh ,df=kr ,oa v/;;u djuk (Collecting and Studing Information About
o
Bubers): izHkkoiw.kZ izLrqrhdj.k ,oa foØ;&okrkZ ds nkSjku izR;sd xzkgd dks oS;fDrd Li'kZ dk vuqHko djkus

.c
ds fy, Øsrkvksa dh leL;kvksa] vko';drkvksa] :fp;ksa] fgrksa] lUrqf"V;ksa] Ø;&izsj.kkvksa vkSj Ø; y{;ksa dh
tkudkjh ,df=kr djuk ,oa mudk v/;;u djuk ijeko';d le>k x;k gSA ;fn foØ;drkZ vfxze rkSj ij

a
gh ;g tku lds fd Øsrk dkSu&dkSu lh vkifÙk;k¡ dj ldrs gSa rks izLrqrhdj.k ds fu;kstu esa lqfo/kk jgrh gSA

m
3- izLrqrhdj.k dk fu;kstu djuk (Planning the Presentation): iwoZ&lEidZ pj.k dk ;g vfUre dk;Z gksrk
gSA bl dk;Z dks djus ds fy, ,d :ijs[kk rS;kj dh tkrh gS ftldks /;ku esa j[kdj foØ;drkZ viuh okrkZ
a
izkjEHk djrk gSA bl dk;Z dks djus ds fy, foØ;drkZ dks fuEufyf[kr pkj {ks=kksa esa tkuuk vkSj Lej.k j[kuk

nj[kuk rkfd foØ;&okrkZ ds nkSjku xzkgdksa dk /;ku mudh vksj

gksrk gS%&

y
¼v½ Ø;&izsj.kkvksa dks tkuuk vkSj Lej.k
vkÑ"V dj ldsA
¼c½ izR;sd Ø; izsj.kk ds dmu rjhdksa dks tkuuk vkSj Lej.k j[kuk ftudh lgk;rk ls lEHkkfor xzkgd fof'k"V
u
ykHk dk miHkksx dj ldsA
¼l½
t
Ø; izsj.kkvksa dh izkFkfedrk ds vk/kkj ij Øec) djuk ,oa j[kuk rkfd muds míhiu }kjk Øsrkvksa dks

¼n½
S
izHkkfor fd;k tk ldsA
iz;ksx ,oa ijh{k.k djuk rkfd mRikn D;k dj ldrs gSa vkSj vkifÙk;k¡ dkSu&dkSu lh dh tk ldrh gSa]
dks tkuk tk lds vkSj Lej.k j[kk tk ldsA
izLrqrhdj.k ds fu;kstu dk ;g vfUre dk;Z xzkgd ds feyrs gh dqN {k.kksa esa foØ;drkZ }kjk dj fy;k tkuk pkfg,]
rkfd og Lo;a dk ekufld] 'kkjhfjd ,oa HkkoukRed :i ls foØ; okrkZ ds fy, rS;kj dj ldsA

10. Still, Cundiff and Govoni usa bls "Prospecting" dh laKk nh gSA
11. Kirk Patrick, op. cit., p. 149.
12. Still, Cundiff and Govoni, op. cit., p. 299.
13. Ibid, p. 299.
306 foi.ku ds fl)kUr

mi;qZDr foospu ls Li"V gS fd foØ; izfof/k ds bl izFke pj.k ij foØ;drkZ mu leL;kvksa vksj vlUrqf"V;ksa dh tkudkjh
djrk gS] ftUgsa xzkgd nwj djus dh bPNk j[krs gSa vkSj ftUgsa mlds mRikn nwj djus dh {kerk j[krs gSaA fddZisfVªd us
fy[kk gS fd Þfu;ksftr izLrqrhdj.k rhj ;k rqDdk rFkk vfopkfjr izLrqrhdj.kksa dks lekIr djrk gSA fu;kstu djus ls
foØ;drkZ dks xzkgdksa ds O;fDrRo] vuqHko] vfHkizsj.kk] okrkoj.k] mRikn >qdko] izkFkfedrk,¡] leL;k,¡ vkSj vk'kk,¡ ekywe
gks tkrh gS-----AÞ1 bl izdkj foØ;drkZvksa ds fy, ;g lEHko gks tkrk gS fd os ,slk izLrqrhdj.k rS;kj dj ldsa tks
fo'oluh; Hkh gks vkSj foØ; lekiu dks 'kh?kz lEHko cukus okyh HkhA
lk{kkRdkj djuk
(Getting and Opening the Interview)
lk{kkRdkj djuk foØ; izfof/k dk f}rh; pj.k gSA lk{kkRdkj gksus ij gh fu;ksftr foØ; dgkuh lEHkkfor Øsrkvksa dks
lquk;h tk ldrh gSA blfy, bl pj.k ij foØ;drkZ vkSj lEHkkfor Øsrk vkeus&lkeus gksrs gSa vkSj foØ;drkZ mudh
vuqefr ls viuk izLrqrhdj.k izkjEHk djus dh bPNk dks izdV djrk gS bl pj.k dks lEidZ (Approach) pj.k Hkh dgk
x;k gSA
lEidZ pj.k dks vR;Ur egRoiw.kZ le>k x;k gS D;ksafd bl pj.k ij gh Øsrkvksa vkSj foØ;drkZvksa dk izFke lk{kkRdkj
gksrk gSA ;g izFke lk{kkRdkj tks izHkko Øsrkvksa ij NksM+rk gS og Øsrkvksa dh xzg.k'khyrk dks izHkkfor djrk gS] foØ;
m
lkeku dks dfBu ;k ljy cukrk gS vksj Hkkoh lEcU/kksa dk vk/kkj curk gSaA blfy, foØ;drkZ dks pkfg, Js"B izHkko

o
xzkgdksa ij NksMsaA ;g rHkh lEHko gS fd tcfd vki mi;qDr iks'kkd esa gksa] xeZtks'kh fdUrq xEHkhjrk vkSj lkStU;rk ds

.c
lkFk xzkgdksa ls feysa vkSj ;fn vki ;k=kh foØ;drkZ gSa rks rRdky foftfVax dkMZ muds lkeus j[ksa] rkfd os vki rFkk
vkidh QeZ dks igpku ldsaA lEidZ dk eq[; mís'; ;g ekyew djuk gksuk pkfg, fd fdl xzkgd dks gekjh lsokvksa dh

a
t:jr gS vkSj dkSu foØ; dgkuh dks lquus dks rRij gS ;k :fp ys ldrk gSAs
bl pj.k ij foØ;drkZvksa }kjk rhu dk;Z fd;s tkus pkfg,%&
1- m
Øsrkvksa ds efLr"d esa fo|eku fopkjksa dks fu"izHkkoh cuk;k tkuk pkfg,A
2- a
ml fopkj dh LFkkiuk dh tkuh pkfg, ftl foØ;drkZ nsuk pkgrs gSa( rFkk
3- Øsrkvksa dh :fp foØ;drkZvksa ds izLrkon (Propositions)ls iSnk dh tkuh pkfg,As

yfd;k tkrk gS%&

lEidZ pj.k dks izk;% fuEu nks Hkkxkas esa foHkDr
1- lk{kkRdkj dk volj gkfly d djuk (Securing Interview): nqdkuksa ij foØ; dk;Z djus okys foØ;drkZvksa

Hkze.k'khy foØ;drkZu
dks lk{kkRdkj ds volj Lor% gh miyC/k gks tkrs gSa] D;ksafd xzkgd Lo;a nqdkuksa ij igq¡prs gSaA fdUrq izoklh vFkok

t vksa dks lk{kkRdkj ds volj gkfly djus gksrs gSaA lk{kkRdkj fdlls vksj dc fd;k tk;s]

S
;g Hkh foØ;drkZvksa dks fuf'pr djuk iM+rk gSA miHkksDrk oLrqvksa ds foØ; eas vfUre miHkksDrkvksa ls
lk{kkRedkj djuk gksrk gSA fdUrq vkS|ksfxd] laLFkkxr vksj O;kolkf;d oLrqvksa ds foØ; dh voLFkk esa lgh
O;fDr ls lk{kkRedkj fujFkZd gks tkrk gSA mnkgj.k ds fy,] fdlh cM+s dkj[kkus dks eky dk foØ; djus gsrq
;g vko';d gksxk fd mlds Ø; izcU?kd ls feyk tk;s u fd lk[k ;k foKkiu izcU/kd lsA blh izdkj dc
feyuk pkfg, bl iz'u dk mÙkj ugha fn;k tk ldrkA ifjfLFkfr;ksa ds vuqlkj gh lk{kkRdkj dk le; fuf'pr
fd;k tkrk gSA brus ij Hkh xzkgdksa dh lqfo/kk dk /;ku foØ;drkZvksa }kjk jk[kk tkuk pkfg,A
O;ogkj esa foØ;drkZvksa ds lkeus lEHkkfor xzkgd ls feyus dh vuqefr izkIr djus esa izk;% vusd dfBukbZ;k¡ vkrh
gSA izcU/kdksa vFkok mPpkf/kdkfj;ksa ;k xzkgdksa ds lfpo] Lokxr DydZ] v/khuLFk ekrgr] fLop cksMZ vkWijsVlZ ;k
ukSdj vkfn foØ;drkZvksa dks ;g dgdj Vkyus dk iz;kl djrs gSa fd ^xzkgd ckgj x;s gSa* ;k ^os dqN ugha
[kjhnuk pkgrs gSa* ;k ^[kjhn cUn gS* ;k ^os O;Lr gSa* ;k ^lHkk esa cSBs gSa*A lk{kkRdkj ds voljksa dks Vkyus okys
oS;fDrd foØ; 307

O;fDr ck/kd* (Barriers) dgykrs gSaA14 ,sls ck/kdksa dks ;g funZsf'kr fd;k tkuk pkfg, fd os mu foØ;drkZvksa
ls gksus okyh eqykdkrksa dk ;Fkk'kh?kz izcU/k djsa] ftuls muds ¼xzkgdksa dks½ dks ykHk gksus okyk gksA ck/kd O;fDr;ksa
ls O;ogkj djrs le; foØsrkvksa dks viuh dYiuk&'kfDr] lw>cw> ,oa ;ksX;rkvksa dk lgkjk ysuk pkfg,A fdUrq
xyr ;qfDr;ksa dk lgkjk ugha fy;k tkuk pkfg,A1
2- lk{kkRdkj izkjEHk djuk ;k ckrphr djuk (Opening the Interview or the Conversation): lk{kkRdkj
dk volj gkfly djus ds nkSjku vFkok mlds izkIr gksus ij foØ;drkZ }kjk fd;k x;k vkSipkfjd ifjp;
okrkZyki dh 'kq:vkr dj Hkh ldrk gS vksj ugha HkhA lk{kkRdkj izkjEHk djus ds ckjs esa fuEufyf[kr fl)kUrksa
dk /;ku j[kk tkuk pkfg,%&15
¼v½ izkjfEHkd ckrsa miq;Dr gksuh pkfg,A
¼vk½ ;fn xzkgd dk iwjk /;ku vkÑ"V u gks ldk gks rks tjk Bgjuk pkfg, vkSj /;ku vkÑ"V gksus ds ckn gh
izkjfEHkd ckr djuh pkfg,A
¼b½ lEi.kZ foØ; dgkuh lqukus ds fy, fo'ks"k vuqefr ugha ysuh pkfg,A
¼bZ½ dke dh ckr gh djuh pkfg, Hkys gh xzkgd b/kj&m/kj dh ckrksa ij ,rjkt u djrk gksA

m
¼m½ vkokt Li"V] ltho ,oa lq[kn gks vkSj uhjlrk mRiUu djus okyh gksuh pkfg,A
¼Å½ lcls igys ;g dgk tkuk pkfg, fd foØ;drkZ xzkgd ls D;ksa feyuk pkgrk gS\ vU; 'kCnksa esa lk{kkRdkj
fuf'pr] fof'k"V lgh ,oa oS;fDrd dkj.k crk;k tkuk pkfg,A o
.c
¼,½ cksyrs le; ;fn lEHko gks vkSj vko';d gks rks HkkSfrd izLrqrhdj.k rhozrk ls djuk pkfg,] rkfd 80%
vlj vk¡[kksa ds tfj;s efLr"d esa izos'k dj ldsA
a
¼,s½ foØ;drkZvksa dks pkfg, fd os Lo;a xzkgdksa dh fLFkfr esa izLrqr djds vko';d iz'u djsa vkSj mudsa leqfpr
mÙkjksa ls xzkgdksa dks ykHkkfUor djsaA
m
¼vks½ vfr'kh?kz gh mu ckrksa vFkok fo"k;ksa ij vius dks ys vkuk pkfg, ftUgs xzkgd tkus&vutkus esa pkgrk gS]
a
ftlesa fo'okl djrk gS] ftudks tkuus dh mRlqdrk j[krk gS ;k ftu ij 'kadk djrk gSA

n
¼vkS½ xzkgdksa ds Lo;a ds ckjs esa okrkZ djuh pkfg, D;ksafd izk;% O;fDr Lo;a ds ckjsa esa ckr djuk vf/kd ilUn

y
djrk gSA
¼d½ xzkgdksa dks dfBu fLFkfr esa ugha Mkyuk pkfg,A vU; 'kCnksa esa] Þxzkgdksa dks viuk cpko djus dh t:jr
d
u iM+sAÞ bl izdkj okrkZ dh tkuh pkfg,A

u
¼[k½ okrkZ izkjEHk djus ds fy, ,d&nks {k.k ds fy, xzkgd dks vdsyk NksM+ nsuk pkfg, rkfd og viuh :fp

t
dh vksj ladsr dj lds vFkok mls le>k ldsA

S
¼x½ lkekU;r% O;fDrxr :fp;ksa] v:fp;ksa] vk'kkvksa vkfn fo"k;ksa ij vizR;{k :i esa ckr djuh pkfg,A
¼?k½ ,d&nks izkjfEHkd okD;ksa ds dgus ds ckn xzkgdksa dh izfrfØ;k dks tkuuk pkfg, vkSj ;g ns[kuk pkfg,
fd mudh :fp tkxzr gqbZ vFkok ughaA
fddZisfVªd us lEidZ pj.k ds lEcU/k esa fuEufyf[kr fl)kUr cryk;s gSa ftudk mi;ksx foØ;drkZ dh lQyrk ds fy,
ijeko';d ekuk x;k gS%&
14. izeq[k rduhdsa ftUgsa foØ;drkZ viuk ldrs gSa os fuEufyf[kr gSa& (i) ck/kd dks dgk tk ldrk gS fd xzkgd us foØ;drkZvksa dh dEiuh ls dqN
lwpuk pkgh gS ;k lkfgR; lkexzh ek¡xh gS vkSj ml gsrq feyuk pkgrk gS ;fn oLrqr% xzkgd us ,slk pkgk gksA (ii) vkxs dk mís'; cryk;k tk
ldrk gSA (iii) ^dy fQj vkus dh ckr* dh tk ldrh gSA (iv) vusd dEifu;k¡ foØ;drkZvksa dks muds uke dk lgkjk ysus dh ckr dgrh gSaA
(v) dqN dEifu;k¡ vkns'kkRed Loj esa foØ;drkZvksa dks mudh mifLFkfr crykus dh vuqefr nsrh gSa rkfd ck/kd u jksdsaA (vi) e`ny
q ] g¡leq[k ,oa
izHkko'kkyh O;fDr }kjk Hkh lk{kkRdkj dh vuqefr izkIr dh tk ldrh gSA (vii) izrh{kk le; Hkh lhfer fd;k tkuk pkfg,A
15. Based on Kirk Patrick's discussion, op. cit., pp. 265-69.
308 foi.ku ds fl)kUr

(i) xzkgdksa ds ckjs eas miyC/k lwpukvksa dk vf/kdre mi;ksx fd;k tkuk pkfg,A
(ii) xzkgdksa ls HksaV dsoy HksaV ds [kkfrj ugha djuh pkfg,A
(iii) iz'u vko';drk dh n'kk esa gh iwNs tkus pkfg,A
(iv) izlUurk] vk'kk ,oa iqufoZ'okl izdV fd;k tkuk pkfg,A
(v) izkjEHk esa fu;U=k.k j[kuk pkfg,] ;|fi fu;U=k.k lHkh fLFkfr;ksa esa t:jh gksrk gSA
(vi) lEHkkfor xzkgdksa ds fpUru ds lkFk&lkFk foØ;drkZvksa dk fpUru Hkh xfreku jguk pkfg,A
(vii) Lo&fgr ds fu;e dk ikyu djuk pkfg,A
(viii) Øsrk dks izkIr gkus okys fgrksa dk opu izkjEHk eas gh ns fn;k tkuk pkfg,A
(ix) lEHkkfor Øsrk dks eglwl gksus nsuk pkfg, fd og egÙowi.kZ gSA
(x) lEHkkfor Øsrk ds dY;k.k ds izfr xEHkhj :fp iznf'kZr djuk pkfg,A
(xi) ilUn djuk ,ao ilUn fd;k tkuk O;ogkj dk vk/kkj gksuk pkfg,A
foØ; dgkuh dguk
m
(Telling the Sales Story)
o
.c
^foØ; dgkuh dguk* foØ; izfof/k dk rhljk pj.k gS tc foØ;drkZ xzkgdksa ls lEidZ dj ysrs gSa vkSj lk{kkRedkj izkjEHk
dj nssrs gSa rc os mUgsa dgkuh dguk izkjEHk djrs gSaA vU; 'kCnksa esa] foØ;drkZ xzkgdksa dks bl pj.k ij os lc ckrsa crykrs

a
gSa tks mUgsa [kjhn gsrq izksRlkfgr djrh gSa] oLrq dh mi;ksfxrk dk fo'okl fnykrh gSa vkSj 'kh?kz Ø; fu.kZ; ysus esa lg;ksx
djrh gSaA
m
bl pj.k ij foØ;drkZvksa }kjk "Advantage-proof-action technique" dk iz;ksx fd;k tkuk ijeko';d gSA bl
a
rduhd dh lgk;rk ls foØ; dgkuh dh tkuh pkfg,A ;g rduhd vxz ekU;rkvksa ij vk/kkfjr gS%&
(i)
n
Øsrk oLrq,¡ u [kjhn dj lUrqf"V [kjhnrs gSaA
(ii)
y
Øsrk Lo;a ds okrkoj.k ls izHkkfor gksrs gSaA
(iii) Øsrk Lo;a :fp j[krs gSaA
d
(iv)
u
Øsrk viuh /kujkf'k ls vf/kdkf/kd lUrqf"V izkIr djuk pkgrs gSaA
(v)
t
Øsrkvksa dh lUrqf"V;k¡ Ø;&izsj.kkvksa ls tqM+h gksrh gSA

S
bu ekU;rkvksa ij vk/kkfjr ;g rduhd foØ; dgkuh izLrqr djrs le; fuEufyf[kr dk;ksZ dks lEiUu djus ij cy
nsrh gS%&
(i) oLrq dh [kjhn ls izkIr gksus okys ykHkks vFkok lEc) fgrksa dks cryk;k tkuk pfg,%& ;g ykHk vFkok fgr
Ø;&iszsj.kkvksa vkSj oLrqvksa ls mRiUu gksrs gSaA ykHk vFkok fgrksa dk mYys[k djrs le; fuEufyf[kr ckrksa dk
/;ku j[kk tkuk Js;Ldj ekuk x;k gS%&
¼v½ oLrq dh [kjhn ls izkIr gksus okys ykHkksa dks Ø;&izsj.kkvksa ls lEc) fd;k tkuk pkfg,A ,slk djus gsrq
mRiknd fo'ks"krkvksa vkSj izcyre Ø; izsj.kkvksa dh rqyuk dh tkuh pfg,A
¼vk½ izkIr gksus okys ykHkksa dks oS;fDrdrk iznku dh tkuh pfg,A
¼b½ lEHkkfor Øsrkvksa dks cryk;k tkuk pkfg, fd dSls os izLrkfor ykHk izkIr dj ldrs gSa\
oS;fDrd foØ; 309

¼bZ½ mu ykHkksa dks ugha cryk;k tkuk pkfg, tks izkIr ugha fd;s tk ldrs vFkok izekf.kr ugha fd;k tk
ldrs A
¼m½ izkIr gksus okys ykHk fof'k"V vkSj fuf'pr gksus pkfg,] lkekU; ughaA
¼Å½ ukVdh; 'kCn] fp=k] vn`'; oLrqvks vkSj lsokvksa ds foØ; esa viwoZ lg;ksx djrs gSaA
¼,½ ,d Ø;&izsj.kk ls lEc) ykHk ,d le; esa ,d lkFk crk;s tkus pkfg,A
¼,s½ izfrLif)Z;ksa ds izfr Hkh uez gksuk pkfg, vkSj lEeku izdV fd;k tkuk pkfg,A
¼vks½ ftrus Hkh lEHkkfor ykHk gksa] os lc cryk;s tkus pkfg, D;ksafd ykHkks dh yEch lwph foØ; lekiu dh
voLFkk dks fudV ykrh gSA
(ii) xzkkgdksa dh mRlqdrkvksa vkSj 'kadkvks ds fuokj.k ds fy, izek.k fn;s tkus pkfg,%& bu izek.kksa esa foosdiw.kZ
rdZ] dEiuh }kjk miyC/k fd;s x;s izek.k tSls 'kks/k ,oa iz;ksx izek.k vFkok xkjUVh vkfn] LorU=k 'kks/k fu"d"kZ]
ds'k fgLVªht] izn'kZu ,oa VsLVheksfu;Yl lfEefyr fd;s tk ldrs gSaA
(iii) xzkgdksa ls oLrq iz;ksx dk opu ysuk vkFkok [kjhn dk Bgjko lEHkor fd;k tkuk pkfg,%&bls dk;Zokgh
(Action) dgk x;k gSA dk;Zokgh oLrq ds izfr xzkgdksa ds leFkZu dks crykrh gSA leFkZu dks tkuus d fy,
lEHkkfor Øsrkvksa ls iz'u iwNs tkus pkfg,A
izn'kZu djuk m
(Demonstrating)
izn'kZu djuk foØ;&izfof/k dk prqFkZ pj.k gS tks okrkZ dks dk;Zokgh esa cnyrk c
o
cnyrk gSA vkSj lEHkkfor Øsrk dh :fp dh bPNk] fo'okl ,oa vUrr% dk;Zokgh.
gS] ekufld fopkjksa dks HkkSfrd fØ;k esa
vFkkZr~ [kjhn es ifjofrZr djrk gSA izn'kZu
a
ls xzkgdksa dks foØ;drkZvksa dh dgkuh ij fo'okl gksus yxrk gS] mldh lPpkbZ iq"V gksus yxrh gS] vkSj mlesa oLrqvksa
dk LokfeRo xzg.k djus dh cyorh bPNk iSnk gksus yxrh gSA izn'kZuks ls Øsrkvksa dks Lo;a gh ns[kus] Li'kZ djus] lwa?kus]
lquus vkfn ds volj izkIr gksrs gSa vkSj o 'kh?kz gh foØ;drkZvm ksa dh dgkuh dks le>us yxrs gSaA blls foØ;drkZvksa ds

agS vkSj mlesa vkRefo'okl tkxrk gSA

le; esa Hkh dkQh cpr gksrh gSA vkSj mudh foØ; dgkuh vR;f/kd izHkkoh curh gSA izn'kZuh ls vkifÙk;k¡ Hkh de gksus
yxrh gSaA foØ;drkZvksa dk dk;Z Hkh dkQh ljy gks tkrk
izn'kZuksa dk iz;ksx fdlh Hkh le; fd;k tk ldrk n gSA mnkgj.k ds fy, lk{kkRdkj ds izkjEHk djus gsrq] vFkok xzkgdksa
y
dk iw.kZ /;ku vkÑ"V djus gsrq izn'kZu fd;s tk ldrs gSaA lkekU;r% ifjp;kRd orkZ dh 'kq:vkr ds lkFk gh izn'kZu djuk

dle; mRikn dh izR;sd fo'ks"krk dks izdV fd;k tkuk ijeko';d gksrk gSA
izkjEHk dj fn;k tkrk gSA izn'kZuksa dks vR;f/kd izHkkoh cukus ds fy, mudh vfxze rS;kjh Hkh vH;kl gsrq dh tkuh Bhd
jgrh gSA blds vfrfjDr izn'kZu djrs
izn'kZu djrs le; fuEufyf[kr ufl)kUrksa dk ikyu fd;k tkuk pkfg,%&
tmldh fo'ks"krk dks fn[kk;k tk ldrk gks mlds ckjs es dHkh ugha dgk tkuk pkfg,A
16

ftl oLrq vFkok

SizR;sd fo'ks"rk dk izn'kZu djrs jguk pkfg,A
(i)
(ii) mRikn dh
(iii) foØ; okrkZ ds nkSjku izn'kZu djrs jguk pkfg, ftlls okrkZ dh O;k[;k izn'kZu dj ldsaA
(iv) izn'kZu Li"V] okLrdod ,oa vko'drk ds vuq:i (Tailored) gksuk pkfg,A
(v) izn'kZuksa ls oLrq vkd"kZd ,oa vPNh fn[kkbZ nsuh pkfg,A
(vi) Øsrkvksa dks lgHkkxh cuk;k tkuk pkfg, vkSj muls izn'kZu ds ckn iwNk tkuk pkfg, fd D;k os lUrq"V gSa\
(vii) izn'kZu ij fu;U=k.k foØ;drkZvksa dk jguk pkfg,A
(viii) izn'kZu ds le; izn'kZu ds mís';ksa ls ijs ugha jguk pkfg,A

16. Based on Kirk Patrick, op. cit., pp. 308-315.

310 foi.ku ds fl)kUr

(ix) izn'kZu ds ckn xzkgdksa ds lg;ksx dh iz'kalk dh tkuh pkfg,A

(x) izn'kZu ds rRdky ckn foØ; dks iwjk djus dk iz;kl djuk pkfg,A
vkifÙk;ksa dk fuokj.k
(Handling Objective)
^vkifÙk;ksa dk fuokj.k* foØ; izfof/k dk ik¡poka pj.k gSA bls ^foØ; izfrjks/k dh lekfIr* dk pj.k Hkh dgk x;k gSA
^izfrjks/k (Resistance) vkifÙk;ksa dh rqyuk eas vf/kd O;kid 'kCn gSA foØ; izfrjks/k (Sales resistance) ls vk'k; mu
okLrfod vFkok dkYifud ck/kkvksa vkSj fu'Ny vFkok ln~Hkkoiw.kZ vkifÙk;ksa ls gS tks oLrq ds foØ; dks dfBu cukrh
gSaA17 fddZisfVªd fy[krs gSa fd O;fDr;ksa dh vko';drk;sa vlhfer gSa vkSj mudh Ø; 'kfDr lhfer gSa blfy, foØ;drkZvksa
dks foØ; djrs le; lEHkkfor Øsrkvksa }kjk izLrqr izfrjks/k dk lkeuk djuk iM+rk gSA ,slk izfrjks/k lfØ; ;k fuf"Ø;
vFkok O;Dr ckSj xfHkZr gks ldrk gSA18 foØ; izfrjks/k nwj djus ds fy, izHkkoh ,oa dq'ky foØ; dyk dh vko';drk
gksrh gSA blds lkFk gh O;fDr;ksa vkSj mudh Ø;&izsj.kkvksa dk 'kh?kz o lgh ewY;kadu Hkh djuk t:jh gksrk gSA
foØ; izfrjks/kksa dks fuEu pkj Hkkxksa esa foHkDr fd;k tk ldrk gS%&
(i) foØ; ds izfr dfBukb;k¡ ;k ck/kk;sa% ck/kkvksa dks mu dkj.kksa dh laKk nh xbZ gS tks Ø; u djus dk
vk/kkj curh gSaA ck/kk;sa okLrfod gSa rks foØ; ugha fd;k tk ldsxkA fdUrq ck/kkvksa ds dkYifud gksus ij muds
m
fuokj.k ds mik; fd;s tk ldrs gSaA mnkgj.k ds fy, ;fn Øsrk foÙk dh deh dks Ø; u djus dk dkj.k crykrk

o
gS rks bl ck/kk dk foØ;drkZ m/kkj nsus dh ckr dg dj nwj dj ldrk gS vFkok [kjhn ds foÙk izcU/ku dk
rjhdk cryk ldrk gS rks ck/kk vuqeksnu ij eky ds foØ; dh lqfo/kk nsdj vFkok ilUn u vkus ij oLrq ds

.c
cnyko dh lqfo/kk nsdj dh tk ldrh gSA

a
(ii) foØ; vkifÙk;k¡ (Sales Objections): foØ; vkifÙk;ksa dks [kjhn u djus dk vPNk dkj.k ugha le>k x;k
gSA vusd vkifÙk;k¡ foØ;drkZvksa ds v/kwjs] vLi"V ,oa v'kq) izLrqrhdj.kksa ls mRiUu gks ldrh gSaA bu vkifÙk;ksa

m
dk fu'Ny ekuk tkrk gSA bUgsa /kS;Z vkSj Li"Vhdj.kksa }kjk nwj djuk dkQh dfBu gksrk gS D;ksafd muds
izLrqrhdj.k ds ihNs foØ;drkZvksa dks grksRlkfgr djus ;k mudk ijh{k.k djus dk mís'; jgrk gSA foØ; u
a
djuk vFkok NqVdkjk ikuk Hkh vln~Hkkoiw.kZ vkifÙk;ksa ds izLrqrhdj.k ds dkj.k gks ldrs gSaA ,slh vkifÙk;ksa dks

n
Hkh lkStU;rk] /kS;Z ,oa 'kkfUr ds lkFk nwj fd;k tkuk pkfg,A fuokj.k u gkssus dh n'kk esa vuko';d rdZ ugha
djuk pkfg,A
(iii) y
mRikn lEcU/kh izfrjks/k (Product Type Resistance): tks vkifÙk;k¡ vFkok fojks/k mRikn lEcU/kh fo'ks"krkvksa

d
dks ysdj fd;k tkrk gS] mls ^mRikn lEcU/kh izfrjks/k* dgk x;k gSA mRikn fo'ks"krk;sa tSls jax] vkdkj] fMtk;u]

u
dher] rduhdh tfVyrk;sa vkfn mRikn izfrjks/k dk lzksr ekuh x;h gSaA

t
(iv) xzkgd lEcU/kh izfrjks/k (Prospect Type Resistance): ;g og izfrjks/k gS tks lEHkkfor xzkgdksa dh
vko';drkvksa ls lEcU/k j[krk gSA ;fn lEHkkfor Øsrk dks viuh vko';drk dk Kku ugha gS rks xzkgd oLrq dks
S
rRdky [kjhnus ls euk dj nsrk gSA bl izfrjks/k dks nwj djus fd fy, xzkgdksa dks mudh vko'drkvksa dk Kku
djk;k tkuk pkfg, vkSj ;g fo'okl fnyk;k tkuk pkfg, fd oLrq mudh vko';drkvksa dh iwfrZ esa
l{ke gSA
foØ; izfrjks/kksa vFkok vkifÙk;ksa ,oa ck/kkvksa ds fuokj.k dk dk;Z cqf)eÙkk rFkk pkrq;Z ds lkFk fd;k tkuk pkfg,A
izfrjks/kksa dh lekfIr dks le; esa nks Hkkxksa esa foHkDr fd;k tk ldrk gS%&
¼v½ Hkkoh fuokj.k (Future Handling) % ;fn foØ;drkZ izfrjks/kksa dh lekfIr vFkok ck/kkvksa dk fuokj.k rRdky
u djds fdlh Hkkoh frfFk ij djuk pkgrk gS rks mls /;ku u nsus (Ignoring) LFkfxr djus (Postponing) vFkok
vKkurk Lohdkjus (Admitting ignorance) dh rduhdksa dks viukuk pkfg,A
17. Still, Cundiff and Govoni, op. cit., pp. 300-301.
18. Kirk Patrick, op. cit., p. 323.
oS;fDrd foØ; 311

¼vk½ rRdky fuokj.k (Immediate Handling): vusd ckj rRdky gh foØ; ck/kkvksa dk fuokj.k djuk t:jh gksrk
gSA ,slh n'kk esa ^izR;{k mÙkj ,oa ^vizR;{k mÙkj* nsus dh rduhdksa dks viuk;k tkuk pkfg,A
O;ogkj esa foØ; izfrjks/kksa dh lekfIr gsrq ftu rduhdksa] jksdFkke] mik;ksa ,oa fl)kUrksa dks dke esa fy;k tk jgk gS] os
bl izdkj gSa%&
¼d½ izfrjks/k lekfIr dh rduhdsa (Techniques for Handling Resistance): izeq[k rduhdksa esa& (i) izfrjks/k ds
okLrfod u gksus ij vulquh (fail to hear) djus] (ii) mRikn rqyuk djus] (iii) ds'k fgLVªh nsus] (iv) izn'kZu djus]
(v) xkjUVh nsus (vi) iz'u iwNus] (vii) foyEc ykxr crkus] (viii) vkifÙk;ksa ds lkS Qhlnh lgh gksus ij Lohdkj
djus] (ix) vKkurk Lohdkj djus] (x) xzkgd dks lquus (xi) gk¡ vFkok fdUrq n`f"Vdks.k viukus vkfn dks lfEefyr
fd;k tk ldrk gSA
¼[k½ izfrjks/k dh jksdFkke ds mik; (Measures to Prevent Objections): izfrjks/k dh lekfIr ds LFkku] ij
mudh jksdFkke vf/kd egRoiw.kZ ekuh x;h gSA jksdFkke gsrq foØ; dgkuh dk izLrqrhdj.k iw.kZ] Li"V ,oa izHkkoh
gksuk pkfg,A gj pj.k ij foØ;drkZ dks ;g ns[kuk pkfg, fd xzkgd mls le> jgs gSa ;k ughaA blh izdkj
lk{kkRdkj ds nkSjku dh xbZ vkifÙk;ksa ds fyf[kr vfHkys[kksa dk v/;;u Hkh mudh jksdFkke esa lg;ksx djrk gSA
¼x½ izfrjks/k dh jksdFkke ds mik; (Principles to be Observed for Handling Resistance): izfrjks/k lekfIr
ds fy, fuEufyf[kr fl)kUrksa dk ikyu fd;k tkuk pkfg,%&
m
1-
o
lEHkkfor Øsrkvksa dh vkifÙk;ksa dks fcuk le>s foØ;drkZ dks mÙkj ugha nsuk pkfg,A
2-
c
vkifÙk;ksa dks oxhZÑr djds ns[kuk pkfg, fd vkifÙk;k¡] mRikn] dher vko';drk] lzksr vFkok le; ls
lEcU/k j[krh gSaA
.
3
viuRo dk O;ogkj djsa] mUgha dh fn'kk ls lkspsa vkSj muaij iw.kZ fu;U=k.k j[krs gq, mudh dfBukbZ;ksa
- ;fn lEHkkfor Øsrk okLrfod vkifÙk;ksa dks izdV ugh djrs gSa rks foØ;drkZvksa dks pkfg, fd os mudsa lkFk

dks ekyew djus dk iz;Ru djsaA

m
gkjus okys foØ;A rdZ ds LFkku ij iz'a
- foØ;drkZ dks rdZ ugha djuk pkfg, D;ksafd izk;% rdZ eas thrus okys foØ;drkZ xzkgd dks [kks nsrs gSa vkSj
4

- dwVuhfr ls dke ysuk pkfg, fdUrqn

uksa }kjk vkifÙk;ksa dks tkuuk pkfg,As
vuSfrdrk ls ughaA
ypkfg,A
5
- vkifÙk;ksa ls ykHk mBk;k tkuk
6
- vkifÙk;ksa dks de ls d
7 de rFkk y?kq ls y?kqrj djuk pkfg,] vf/kd ls vf/kd rFkk o`gr~ ls o`g~rj ughaA
8
foØ; dk lekiu t
u
- vkifÙk;ksa dh lw ph cuk dj Hkh mUgsa iwjk fd;k tk ldrk gSA

S
(Closing the Sale)
foØ; dk lekiu foØ; izfof/k dk NBk pj.k gSA bl pj.k ij Øsrk Ø; djus ;k u djus dk fu.kZ; ysrk gSA foØ;drkZvksa
dh lkjh esgur vkSj ;ksX;rkvksa ds izn'kZu dh lQyrk bl pj.k ij fuHkZj djrh gSA O;ogkj esa] vf/kd NwVsa nsdj ;k dher
esa deh djds foØ; djuk mÙke foØ; dyk ugha gSA ykHkdkjh :i esa cspuk gh foØ;drkZvksa dh ;ksX;rkvksa vkSj
fuiq.krkvksa dh dlkSVh gSA
lkekU;r% fuEu ncko (Low-pressure-sales) dk lekiu ^mPp ncko foØ; (High pressure sales) dh rqyuk esa vklku
gksrk gSA fuEu ncko foØ; esa lEHkkfor Øsrk dks ftruk vf/kd ;g vuqHko gksus fn;k tkrk gS fd og Loa; gh foosdiw.kZ
fpUru ds tfj;s Ø; fu.kZ;ksa rd igq¡p jgk gS] mruk gh foØ; dk lekiu 'kh?kz djuk lEHko gksrk gSA mPp ncko foØ;
esa foØ;drkZ xzkgdksa dh Hkkoukvksa dks izHkkfor djus vkSj mUgsa Ø; ds fu.kZ;ksa dh vksj /kdsyus dk iz;kl djrk gSA ;fn
312 foi.ku ds fl)kUr

foØ; ds lekiu dh fLFkfr ij igq¡prs&igq¡prs dksbZ xzkgd lkekU; voLFkk esa ykSV vkrk gS rc foØ; dk lekiu nq"dj
gks tkrk gSA
O;ogkj esa ns[kk x;k gS fd foØ; ds lekiu easa foØ; dgkuh ds i;kZIr lwpukvksa ij vk/kkfjr u gksus] iwoZ&lEidZ pj.k
ds dk;Z dks Hkyh izdkj u djus] lk{kkRdkj dk izkjEHk xyr rjhds ls gksus] xyr eky izLrkfor fd;s tkus] izn'kZu ds nks"kiw.kZ
gksus] vkifÙk;ksa dks Hkyh izdkj nwj djus] foØ;drkZ ds ckrwuh gksus] lekiu ds Lo;a gh detkjs gksus] foØ;drkZ dk LoHkko
fpM+fpM+k gksus] lekiu dk le; ,oa Hkk"kk Bhd u gksus vkfn ds dkj.k dkQh dfBukb;k¡ vkrh gSaA fo}kuksa dk dguk gS
fd vR;f/kd vkØked vFkok vR;f/kd mnklhu foØ; dk lekiu Hkh dfBu gksrk gSA
foØ;dyk dh leqUufr us foØ; ds lekiu dh vusd rduhdsa foØ;drkZ ds lEeq[k izLrqr dh gSaA izeq[k
fuEufyf[kr gSa%&
1- xzkgd dh ilanxh ij lekiu djus dh fof/k (Closing on a Choice-method): ;g foØ; lekiu dh og
rduhd gS ftlesa foØ;drkZ ilanxh dk [kkdk rS;kj djrk gS vkSj Øsrk oLrq dk p;u djrk gSA bl rduhd
esa izk;% nks ;k rhu oSdfYid oLrq,¡ fcØh ds lekiu ds le; xzkgd ds lkeus j[k nh tkrh gSa vkSj mls fdlh
,d eu&ilUn oLrq dh [kjhn gsrq fuosnu fd;k tkrk gSA ;g rduhd fo[k.Mu fu.kZ; (Split decision) nksgjh
iz'u fof/k (Double question method) vizeq[k fcUnq ij lekiu fof/k (Closing on minor point method) p;u
lekiu fof/k (Selection close method) ds uke ls Hkh tkuh tkrh gSA
m
2-
o
lekiu eku dj pyus dh fof/k (Assuming the close Method): ;g fof/k dkQh izpfyr vkSj izHkkoh

.c
fof/k gSA blesa foØ;drkZ vkSj xzkgd nksuksa fdlh ,d oLrq dks igys ls gh r; djds pyrs gSaA [kjhnh tkus okyh
oLrq dk ,slk iwoZ&fu/kkZj.k foØ;drkZ ds izLrqrhdj.kksa dk ifj.kke gksrk gSA bl fof/k esa foØ;drkZ dk lekiu

a
iz'u ;g eku dj pyrk gS fd xzkgd us foØ;drkZ dh flQkfj'k dks Lohdkj dj fy;k gS vkSj dsoy NksVh&NksVh
ckrsa ekuus ds fy, gh iz'u fd;k gSA mnkgj.k ds fy, Å"kk ia[kk 48** gh vkids fy, Bhd jgsxk] vkids dejs

m
eSa bldh fQfVax ds fy, esdsfud dc Hkstk tk;s\ ;g iz'u ekudj pyrk gS fd lekiu gks pqdk gSA
3.
a
vdsyh fo'ks"krk fof/k (Single Feature Method): ;g foØ; ds lekiu dh og fof/k gS ftlesa foØ;drkZ
xzkgd dks ;g cryk dj Ø; fu.kZ; djus gsrq izsfjr djrk gS fd izLrkfor mRikn igyh ckj cktkj esa vk;k
n
gS ;k vrqyuh; mRikn gS] fdLe vFkok fMtkbu vFkok fuekZ.k fof/k vFkok lapkyu dh n`f"V ls vuwBk gSA ;fn

y
xzkgd oLrq dh fo'ks"krk dh iz'kalk djrk gS rks foØ;drkZ dks pkfg, fd og xzkgd ds lgh p;u dh iz'kalk djsA
,slk djus ij foØ; lekiu 'kh?kz fd;k tk ldrk gSA
4- d
,d ek=k ck/kk fuokj.k fof/k (Disposing of the Single Obstacle Method): ;g og fof/k gS ftldk iz;ksx
u
ml le; fd;k tkrk gS tcfd xzkgd foØ;drkZ dh gj ckr ls lger gS] fdUrq fdlh ,d fcUnq ij vlger
t
gSA mnkgj.k ds fy, dher ds vykok lHkh ckrsa xzkgd ekurk gS vFkok og vius dks oLrq iz;ksx esa vleFkZ le>rk

S
gSA buesa ls ;fn fdlh Hkh ,d ckr dks xzkgd ck/kk ds :i esa izLrqr djds [kjhn ds izfr vlgefr O;Dr djrk
gS rc foØ;drkZ dks pkfg, fd 'kkfUr] /khjt] vkRefo'okl ,oa izek.kksa dh lgk;rk ls xzkgd dh ck/kk dks
dkYifud Bgjkrs gq, nwj dj nsA
5- ykHkksa ds la{ksi.k dh fof/k (Summarizing the Benefits Method): ;g og fof/k gS ftlesa foØ; ds lekiu
ds fy, ,d ckj iqu% mu leLr ykHkksa dks foØ;drkZ }kjk fxuk;k tkrk gS ftudh izkfIr oLrq dh [kjhn ls tqM+h
gqbZ gSA
6- HkkoukRed lekiu fof/k (Emotional Close Method): ;g og fof/k gS ftldk iz;ksx djus gsrq HkkoukRed
Ø;&izsj.kkvksa dks oLrq ds lkFk tksM+k tkrk gS rkfd ;fn efLr"d oLrq u [kjhnus ij cy ns rks ân; oLrq dh
[kjhn ij cy ns ldsA ;kSu] e`R;q&Hk;] Lo&izfr"Bk] Lusg] vfHkeku] izfrLi/kkZ vkfn os HkkoukRed Ø;&izjs.kk,¡
gSa ftudh lgk;rk ls foØ; lekiu fd;k tk ldrk gSA
oS;fDrd foØ; 313

7- LVSafMax :e vksuyh fof/k (Standing Room Only Method): ;g og fof/k gS ftls izk;% vuSfrd ekuk x;k
gSA blfy, bldk iz;ksx lksp&le>dj fd;k tkuk pkfg,A bl fof/k esa foØ;drkZ iwfrZ dh deh rFkk ek¡x dh
c<+ksrjh dks crykrs gq, oLrq dh [kjhn dh ckr dgrk gS rkfd miHkksx ls xzkgd dks oafpr u jguk iM+sA bl
fof/k esa foØ;drkZ xzkgdksa dks ;g Hkh dgrs gSa fd dhersa c<+us okyh gSa ;k cksul ,oa izhfe;e ;kstuk,¡ lekIr
gksus okyh gSa] blfy, os ykHk mBk ysaA
8- fof'k"V NwV fof/k (Special Concession Method): ;|fi bl fof/k dks Hkh is'ksoj foØ;dyk dh n`f"V ls
mÙke ugha le>k x;k gSA bl fof/k esa foØ;drkZ xzkgdksa dks oS;fDrd Lrj ij lEeku nsus ds fy, mUgsa fof'k"V
NwVsa nsdj Ø; djus gsrq izksRlkfgr djrs gSaA ,slh fof/k 'kh?kz foØ; lekiu ds fy, Bhd le>h x;h gSA
9- izR;{k vihy fof/k (The Direct Appeal Method): ;g fof/k foØ; lekiu ds fy, xzkgdksa ls izR;{k vihy
djus dh ckr dgrh gSA bl fof/k dks viukus okys foØ;drkZ xzkgdksa ls lh/ks gh iwN ysrs gSa fd oLrq mUgsa ilan
vk;h vFkok ugha] os ,d [kjhnsaxs ;k nks] D;k vkids fy, oLrq,¡ iSd djok nh tk;sa vkfnA bl fof/k dks vfUre
fof/k ds :i esa iz;qDr djuk pkfg, D;ksafd blds viukus ij ;fn xzkgd oLrq Ø; djus ls euk dj ns rks iqu%
izLrqrhdj.k ds pj.k ij tkuk foØ;drkZvksa ds fy, dfBu gksrk gSA
foØ;ksijkUr vuqxeu
(Follow up Aftersales)
m
o
foØ; ds lekiu ds ckn foØ;drkZvksa dks ns[kuk pkfg, fd xzkgdksa dks ogh oLrq iSd dh tk jgh gS ;k ugha ftls cspk

.c
x;k gS pw¡fd xzkgd ;g u le> ys fd foØ;drkZ eky cspus ds ckn mudh dfBukb;ksa ds izfr ltx ugha gSA bl pj.k
ij fd;k x;k O;ogkj xzkgdksa dks iquØZ; ds fy, izksRlkfgr djrk gSA

foØ; okrkZ a
m
(Sales Talk)

a
^foØ;drkZ* foØ;dyk dh vk/kkjf'kyk gSA tks foØ;drkZ ^foØ;&okrkZ* dh dyk esa fuiq.k vkSj ikjaxr ugha gS] os vius
lEHkkfor xzkgdksa dks 'kh?kz] lUrks"kizn vkSj ykHkdkjh foØ; djus esa vlQy jgrs gSaA blfy,] foØ;okrkZ dk Kku izR;sd
n
foØ;drkZ dks gksuk ijeko';d gSA ^foØ;okrkZ* ,d rduhdh 'kCn gS ftldk foi.ku lkfgR; esa fof'k"V vFkZ gSA

y
^foØ;okrkZ* ls vk'k; ^^foØ;drkZ }kjk lEHkkfor xzkgd ds lEeq[k izLrqr dh tkus okyh foØ; dgkuh ls gksrk gSA**

d
foØ;&okrkZ dks foØ; izLrqrhdj.k Hkh dgk tkrk gSA xzkgd ls izFke lk{kkRdkj vFkok lEidZ ds lkFk gh foØ;dokrkZ
izkjEHk gksrh gS vkSj foØ; ds lekiu rd pyrh jgrh gSA Li"V gS fd ^^foØ; izfof/k ds lEidZ pj.k ls foØ; lekiu
u
pj.k rd dh leLr okrkZ foØ; okrkZ dgh tkrh gSA**

vko';drk dh iwfrZ izLt

foØ; okrkZ dk eq[; mís'; xzkgdksa dks ;g crkuk gksrk gS fd mUgsa izLrkfor oLrqvksa dh rhoz vko';drk gS vkSj mudh

foØ;okrkZ] ,oa S
(2)
rkfor oLrqvksa ls gh lEHko gSA foØ; okrkZ dks izeq[kr% nks 'kh"kZdksas esa foHkDr fd;k tkrk gS%
vkifÙk;ksa dk fuokj.kA foØ;&okrkZ lHkh izdkj fu;ksftr dh tkuh pkfg, vkSj iw.kZ gksuh pkfg,A
;g u rks vko';drk ls vf/kd yEch vkSj u gh laf{kIr gksuh pkfg,A lk{kkRdkj gsrq fn;s x;s le; ds vuqlkj foØ;okrkZ
(1)

gksuh pkfg, vkSj foØ; lekiu ls iwoZ iw.kZ gks tkuh pkfg,A foØ;okrkZ uhjl ugha gksuh pkfg, vkSj xzkgdksa dks dfBu
fLFkfr esa yk [kM+k djus okyh ugha gksuh pkfg,A foØ;&okrkZ ltho vkSj izk.koku gksuh pkfg,A izk.koku cukus ds fy,
vfHku;] pkVZ] js[kkfp=k] ekWMYl vkfn dk lgkjk fy;k tkuk pkfg,A foØ;okrkZ ,slh gksuh pkfg, fd og xzkgdksa dk eu
vkSj fo'okl thr ysA tgk¡ rd lEHko gks rdkZsa dk lgkjk foØ;okrkZ esa ugha fy;k tkuk pkfg,A foØ;okrkZ Li"V] izHkkoh
vkSj iw.kZ gksuh pkfg, rkfd izLrkfor oLrqvksa ls lEcfU/kr izR;sd fcUnq dks xzkgd Hkyh izdkj le> ldsA bldk dkj.k
;g gS fd ^^foØ;okrkZ dsoy ek=k mRikn dk o.kZu gh ugha gS] vfirq ,slk o.kZu gS tks xzkgdksa esa #fp vkSj fo'okl iSnk
djrk gSA ;gh ugha] cfYd #fp vkSj fo'okl iSnk djus ls iwoZ xzkgdksa dk /;ku Hkh vkÑ"V djrk gS vkSj vkifÙk;ksa ds
fuokj.k ds ckn foØ; dk lekiu Hkh djrk gSA**
314 foi.ku ds fl)kUr

la{ksi eas foØ;okrkZ djrs le; fuEufyf[kr rduhdksa vFkok fl)kUrksa dk /;ku j[kk tkuk pkfg,A
1. /;kukd"kZ.k ,oa foØ;okrkZ (Gaining Attention and Sales Talk): lk{kkRdkj ds le; xzkgdksa dk /;ku
vkÑ"V djus ,oa cuk;s j[kus ds fy, foØ;drkZvksa dks pkfg, fd os mUgha fo"k;ksa ij ftuesa xzkgd #fp j[krs
gksaA foØ;drkZvksa dks pkfg, fd os ,ssls iz'u Hkh xzkgdksa ls djrs jgsa ftuls mudk /;ku foØ;drkZ dh vksj cuk
jgsA fdUrq] iz'u xzkgdksa dks fpM+kus okys ;k mudh etkd mM+kus okys ;k vR;f/kd oS;fDrd ugha gksuk pkfg,A
iz'u eS=khew.kZ vkSj ln~Hkko;qDr gksus pkfg,A iz'u ,sls gksus pkfg, tks xzkgdksa esa mRlqdrk iSnk dj ldsaA iz'uksa
dks cM+h prqjkbZ ls j[kk tkuk pkfg,A
/;kukd"kZ.k gsrq fp=kksa] vFkok uewuksa dk izn'kZu Hkh fd;k tkuk pkfg,A foØ;&lkfgR; Hkh izLrqr fd;k tk ldrk
gSA vk¡[kksa vU; bfUnz;ksa dh rqyuk esa fdlh oLrq dks idM+us esa vf/kd l{ke gksrh gSA Li"Vrk ds lkFk iznf'kZr fd;k
x;k dksbZ fp=k ;k uewuk xzkgdksa dks u dsoy vihy gh djrk gS] vfirq vfr 'kh?kz fo'okl Hkh fnykrk gSA phuh
dgkor crykrh gS fd ^^,d fp=k nl gtkj 'kCnksa ds cjkcj gksrk gSA**
/;kukd"kZ.k ds fy, foØ;drkZvksa dks izn'kZu dyk vkSj vfHku; dk Hkh lgkjk ysuk pkfg,A blls foØ;okrkZ
vfèkd izHkkoh curh gSA foØ;okrkZ ds nkSjku ;g /;ku j[kk tkuk pkfg, fd /;kukd"kZ.k dkQh yEcs le; rd
cuk jgus okyk ugha gksuk pkfg,A ;g vLFkk;h gksuk pkfg, ftlls fd foØ;drkZ viuh okrkZ vkxs c<+k ldsA
2.
m
#fp mRié djuk ,oa foØ;&okrkZ (Arousing Interest and Sales Talk): foØ;drkZvksa dks pkfg, fd os

o
xzkgdksa dk /;ku vkÑ"V djus ds ckn rRdky muesa oLrq ds izfr #fp mRié djuk 'kq: dj nsaA #fp mRié djus

.c
ds fy, foØ;drkZvksa dks pkfg, fd os fuEu rduhdsa viuk;sa&
(i) Øsrkvksa dks oLrqvksa ls izkIr gksus okys leLr ykHkksa dks le>k;saA ykHk crykrs le; Øsrkvksa dk n`f"Vdks.k

a
Hkh Hkyh izdkj le> ysuk pkfg, vkSj leLr foØ;okrkZ Øsrkvksa dks dsUnz cuk dj gh dh tkuh pkfg,A
xzkgd lnSo Lo;a ds ckjs esa muds fgrksa ds ckjs esa ckrsa djuk vf/kd ilan djrs gSaA blfy, xzkgdksa dk
O;fDrRo gh okrkZ dk izeq[k fo"k; gksuk pkfg,A
m
(ii)
a
#fp mRié djus ds fy, mu O;fDr;ksa ds uke Hkh xzkgdksa ds lEeq[k fy, tk ldrs gSa ftUgksaus oLrq dks

n
mi;ksxh ik;k gSA ;fn vko';drk gks rks iz'kalk i=k (testimonials) vkSj flQkfj'ksa Hkh xzkgdksa ds lEeq[k
izLrqr dh tkuh pkfg,A
y
(iii) #fp iSnk djus ds fy, oLrqvksa dk izn'kZu Hkh fd;k tk ldrk gSA

d
ikWy boh fy[krs gSa fd ^^xzkgdksa esa #fp mRié djus ds fy, lcls igys ;g ekywe djuk pkfg, fd xzkgdksa dh

fu"d"kZ ds rkSj ij ;gu

#fp dSlh gS vkSj fQj mlesa #fp ysrs gq, ckr dhft,A blls xzkgd Hkh vkidh ckrksa esa #fp ysuk izkjEHk djasxsA** 19

tdjk;k tkuk pkfg,A

dgk tk ldrk gS fd foØ;okrkZ ds nkSjku #fp mRié djus ds fy, xzkgdksa dks oS;fDrd

Sdjuk ,oa foØ;drkZ

Li'kZ dk vuqHko
3. bPNk mRié foØ;okrkZ ds }kjk lk{kkRdkj
(Arousing Desire and Sales Talk):
vFkkZr~ foØ; izLrqrhdj.k ds le; #fp mRié djus ds ckn xzkgdksa dh bPNk dks txk;k tkuk pkfg, rkfd os
oLrqvksa dk vHkko eglwl djsa vkSj mudh iwfrZ gsrq oLrqvksa ds Ø; dh bPNk muesa mRié djsaA vYÝsM xzkWl
(Alfred Gross) us crk;k gS fd bPNk mRié djus ds fy, fuEu dk;Z fd;s tkus pkfg,%
(i) xzkgdksa dh vko';drkvksa dk irk yxkuk ,oa muds vlUrks"k ds dkj.kksa dks Li"V djukA
(ii) ;g crykuk fd izLrkfor oLrq fdl izdkj xzkgdksa dh vko';drkvksa dh iwfrZ djus esa l{ke gS vko';drk
gks rks oLrq dk çn'kZu djukA

19. Paul Ivey, "Successful Salesmanship", p. 214.

oS;fDrd foØ; 315

(iii) oLrq Ø; esa ykHk rFkk Ø; u djus ds uqdlku crykukA

la{ksi esa dgk tk ldrk gS fd bPNk mRié djus ds fy, xzkgdksa dks ;g cryk;k tkuk pkfg, fd izLrkfor oLrq
dk Ø; muds thou esa iw.kZrk ykus] mUgsa vkufUnr djus] rFkk lekt esa izfr"Bk cuk;s j[kus ds fy, ijeko';d
gSA
4. fo'okl fnykuk ,oa foØ;drkZ (Convincing and Sales Talk): oLrqvksa ds izfr xzkgdksa dh bPNk mRié djus
ds ckn foØ;drkZvksa dks pkfg, fd os mUgsa oLrqvksa dh Js"Brk o mi;ksfxrk ds ckjs esa fo'okl fnyk;saA foØ;okrkZ
ds nkSjku xzkgdksa dks ;g crk;k tkuk pkfg, fd oLrq,¡ muds }kjk [kpZ dh tkus okyh eqnzk ds izfr iw.kZ U;k;
djsaxhA fo'okl fnykus ds fy, foØ;drkZvksa dks pkfg, fd os fuEu rduhdsa dke esa yk;sa&
(i) xzkgdksa ds le{k oLrqvksa dk iqu% izn'kZu djsa vFkok xzkgdksa dks gh oLrqvksa dh tk¡p djus dk volj nsaA
(ii) lUrq"V xzkgdksa ,oa fo'ks"kKksa ds izek.k&i=k izLrqr djsaA
(iii) dEiuh izek.k izLrqr djsaA
(iv) xkjUVh] oLrq&okilh dh lqfo/kk] vkfn dh 'krZ o iw.kZ lqfo/kk,¡ iznku djsaA
(v) foØsrk laLFkk dh [;kfr ,oa Lo;a dk vkRefo'okl izdV djsaA
(vi) vkifÙk;k¡ ,oa izfrjks/k dks lekIr djsaA
m
5.
o
foØ; lekiu djuk ,oa foØ;&okrkZ (Closing the Sale and Sales Talk): foØ; lekiu djuk foØ;okrkZ

.c
dk vfUre pj.k gS ftls foØ;okrkZ dk pjeksRd"kZ dgk x;k gSA bl pj.k ij xzkgd Ø; djus ;k u djus dk
fu.kZ; ysrs gSaA ;fn xzkgd Ø; ugha djus dk fu.kZ; ysrs gSa rks foØ;okrkZ dh leLr esgur fu"Qy tkrh gS]

a
blfy, foØ;drkZ dks pkfg, fd os vYÝsM xzkWl ds erkuqlkj fuEu dk;Z djds foØ; lekiu dk iz;kl djsa%
(i) fØ;kns'k ds fy, iwNrkN djdsA
(ii) xzkgdksa dh xfHkZr LohÑfr dks Li"V djdsA
m
(iii) fof'k"V izsj.kk ;k izyksHku ns djdsA
a
n
(iv) eky lekIr gks ldrk gS] dhersa c<+ ldrh gSa] vkfn ckrsa dg djdsA
(v)
y
nks ;k rhu fodYiksa esa ls fdlh ,d ds p;u esa lg;ksx djdsA

dA
(vi) vk'oklu nsdjA

oLrq p;u dhu

(vii)vf/kdkjiwoZd dg djds

tLohdkjkRed :i nsus dk iz;kl djdsA

(viii) iz'kalk djdsA

SoLrq dks iSd djus dk vkns'k nsdj ;k fcy cukus dk ladsr djds Hkh foØ;drkZ foØ; dk lekiu
(ix) Bgjko dks
dHkh&dHkh
djus dk iz;kl dj ldrs gSaA izR;{k vihy Hkh foØ; lekiu dh vU; izeq[k rduhd gSA foØ; ds lekiu ds
ckn tc rd oLrq iSd u dj nh tk;s vFkok xzkgd dks izlé&onu eqnzk esa fonk u dj fn;k tk;s rc rd mls
oS;fDrd Li'kZ dk vuqHko djk;k tkuk pkfg,A
mi;qZDr foospu ls Li"V gS fd foØ;okrkZ dk {ks=k dkQh foLr`r gS vkSj lEiw.kZ foØ; izfof/k foØ;okrkZ gh gSA
vr,o] foØ;okrkZ dk fu;kstu vkSj izLrqrhdj.k dkQh izHkkoh gksuk pkfg, rkfd xzkgd u dsoy izLrkfor oLrq;sa
gh [kjhnsa cfYd iquZØ; Hkh djsaA
316 foi.ku ds fl)kUr

oS;fDrd foØ; ds ykHk

(Merits of Personal Selling)
oLrqvksa dk foØ; nks izdkj ls gksrk gS&,d rks oS;fDrd o nwljk voS;fDrdA oS;fDrd foØ; esa oLrqvksa ds Øsrk o foØsrk
vkeus&lkeus gksrs gSa] ysfdu voS;fDrd foØ; i=k&O;ogkj o VsyhQksu] vkfn ls gksrk gSA oS;fDrd foØ; esa voS;fDrd
foØ; dh rqyuk esa dqN ykHk gSa tks fuEu izdkj gSa&
1. Hkkoh xzkgdksa dk irk yxrk gS (Pinpoints Prospects): oS;fDrd foØ; dk lcls igyk ykHk ;g gS fd bl
rjhds ls iwjs xzkgdksa dk irk yx tkrk gS ;k rks mudh oLrq ds xzkgd gSa ;k os xzkgd cu ldrs gSAa blls foØ;drkZ
viuk /;ku ml vksj ,dkxz gksdj yxk ldrk gSA foKkiu o foØ; izorZu bu ckrksa dk irk ugha yxk ldrs
gSaA
2. 'kadkvksa dk lek/kku djrk gS (Meet Objections): oS;fDrd foØ; dk nwljk ykHk ;g gS fd blls Øsrkvksa
dh 'kadkvksa dk lek/kku mfpr :i ls fd;k tk ldrk gSA mudh vkifÙk;ksa dk fuokj.k dj ldrs gSa vkSj Ø;
ds fy, mfpr okrkoj.k cuk ldrs gSaA ,slk djus ls vkns'k feyus dh lEHkkouk,¡ c<+ tkrh gSA
3. oLrq dk izn'kZu djrk gS (Demonstrates the Product): xzkgd dks oLrq dh ykHkiznrk o mldh okaNuh;rk

m
dk fo'okl fnykus ds fy, vko';d gS fd mldks oLrq dk iz;ksx djus dk mfpr volj nsrs gq, mldk okLrfod
izn'kZu fd;k tk;A oS;fDrd foØ; oLrqvksa dk izR;{k izn'kZu djds ;g volj iznku djrk gSA
4.
o
foØ; lekfIr esa lgk;rk nsrk gS (Helps close of the sale): oS;fDrd foØ; dk ,d ykHk ;g Hkh gS fd

.c
;g foØ; lekfIr esa lgk;rk nsrk gS rFkk 'kadkvksa dk lek/kku dj foØ; ds fy, ncko Mkyrk gSA foKkiu
o foØ; lao)Zu rks Øsrk dks Ø; djus ds fy, izsfjr djrs gSa ysfdu os brus izHkko'kkyh ugha gksrs gSa ftruk
oS;fDrd foØ;A
a
le; lkeatL; (Time co-ordination): blesa foØ;drkZ ,slh O;oLFkk dj ysrk gS fd tc dHkh Hkh Øsrk oLrq
m
5.
dks Ø; djus ds fy, rS;kj gksrk gS foØ;drkZ mlh le; mifLFkr gks tkrk gSA vkSj mldks rqjUr lsok ns nsrk
gSA
a
n
6. lapkj lqfo/kk iznku djrk gS (Provides Communication): oS;fDrd foØ; fuekZrkvksa ds fy, lapkj
lqfoèkk,¡ iznku djrk gSA foØ;drkZ dks oLrqvksa ds foØ; ds lEcU/k esa cgqr&lh lwpuk,¡ izkIr gksrh gSa( tSls] cktkj
y
n'kk,¡] izfr;ksxh fØ;k,¡] laLFkk dh uhfr;kas ds ckjs esa xzkgd dh izfrfØ;k,¡] vkfnA foØ;drkZ bu lHkh ckrksa dks

d
fuekZrk rd igqapkrk gSA ftlls fd fuekZrk viuh uhfr;ksa o oLrqvksa esa vko';d ifjorZu dj vius vkidks thfor

ugS
gh ugha j[k ikrs gSa cfYd mudhs fcØh c<+kus esa Hkh lgk;rk feyrh gSA

t
7. xSj&foØ; dk;Z djrk (Performs non-selling work):,d foØ;drkZ dk eq[; dk;Z foØ; djuk gS
ysfdu ;g vius foØ; dk;Z ds vfrfjDr vU; xSj&foØ; dk;Z Hkh djrk gS tks fuekZrk dks ykHkdkjh gksrs gSa(

8.
S
tSls] cktkj vuqlU/kku djuk] ejEer lsok iznku djuk] xzkgdksa dh f'kdk;rksa dk fuokj.k djuk] vkfnA
lkekftd izsj.kk iznku djrk gSA oS;fDrd foØ; xzkgd o foØ;drkZ ds chp ,d
(Provides social drive):
fe=krk tSlk lkekftd lEcU/k cuk nsrk gS ftldk ifj.kke ;g gksrk gS fd mldks vkns'k feyrs jgrs gSa vkSj
og viuh oLrq cspus esa lQy gksrk jgrk gSA

oS;fDrd foØ; ds nks"k ;k lhek,¡

(Demerits or Limitations of Personal Selling)
oS;fDrd foØ; ds ftu nks"kksa dh foospuk ge fuEu iafDr;ksa esa dj jgs gSa okLro esa ;g blds nks"k ugha gSaA ;g rks lkisf{kd
gSaA bldk vFkZ ;g gS fd dqN vkns'kksa esa nks"k gks ldrs gSa tcfd vU; n'kkvksas esa ughaA bUgha nks"kksa dks oS;fDrd foØ;
dh lhek,¡ Hkh dgrs gSaA
oS;fDrd foØ; 317

1. ykxrsa (Costs)& oS;fDrd foØ; dk lcls cM+k nks"k ykxr dk gSA oS;fDrd foØ; esa foØ;drkZ dks ikfjJfed]
;k=kk O;;] HkÙks o vU; lqfo/kk,¡ nsuh gksrh gSa ftudk dqN ;ksx dkQh gksrk gS tks oLrq dh foØ; ykxr dks c<+k
nsrk gSA ysfdu ;fn O;fDrxr lEidZ VsyhQksu o i=k&O;ogkj ls fd;k tkrk gS rks ykxr cgqr de iM+rh gSA
oS;fDrd foØ; dh vf/kd ykxr fuekZrk ds fy, ykHkizn gh jgrh gSA bldk dkj.k ;g gS fd blesa Øsrk ls
O;fDrxr lEidZ gksrk gS tks /khjs&/khjs lkekftd izsj.kk esa ifjofrZr gks tkrk gS ftlls vkns'k vius vki ;k cgqr
FkksM+s iz;kl ls feyrs jgrs gSa] lkFk gh mldh vkifÙk;k¡ o cktk: fLFkfr o LFkku&LFkku dh izfr;ksfxrk dk Hkh
irk yxrk jgrk gSA
2. lgh le; esa mifLFkr gksus esa dfBukbZ (Difficulty in reaching at right time)& oS;fDrd foØ; dh nwljh
dfBukbZ ;g crk;h tkrh gS fd blesa foØ;drkZ xzkgd ds ikl ml le; ugha igqap ikrk tcfd xzkgd Ø;
lEca/kh fu.kZ; ysus dh fLFkfr esa gksA lkFk gh Ø; vkns'k ysus ds fy, foØ;drkZ dks dbZ ckj lEHkkfor xzkgd
ls eqykdkr djuh iM+rh gSA okLro esa] bl nks"k esa dqN lR;rk fn[kk;h nsrh gS ysfdu blds fy, ;g lq>ko fn;k
tkrk gS fd fuekZrk dks fofHké lk/kuksa ls foKkiu bl izdkj djuk pkfg, fd mldk foKkiu lnk gh mlds
lkeus jgs vkSj vkns'k nsrs le; mldks ;kn cuh jgsA
3. vPNs foØ;drkZvksa dk vHkko (Lack of good salesmen)& oS;fDrd foØ; dk ,d nks"k ;g Hkh crk;k tkrk
gS fd vPNs foØsrkvksa dk izR;sd ns'k esa vHkko gS] blesa Hkh dksbZ lR;rk fn[kk;h ugha nsrh gSA okLro esa] vPNs
foØsrk tUetkr iSnk ugha gksrs cfYd mfpr izf'k{k.k nsdj mUgsa rS;kj fd;k tkrk gSA m
o
.c
a
m
a
n
y
d
u
t
S
318 foi.ku ds fl)kUr

v/;k;&19
foØ; lao)Zu
(Sales Promotion)
foØ; lao)Zu& vFkZ ,oa ifjHkk"kk,¡
(Sales Promotion— Meaning and Definition)
^foØ; lao)Zu* nks 'kCnksa& ^foØ;* vkSj lao)Zu ls cuk gS ftldk vFkZ fcØh c<+kus ls fy;k tkrk gSA1 ckfyx dk dguk
gS fd foØ; c<+kus okyh vFkok mldh o`f) esa lgk;rk djus okyh izR;sd fØ;k vFkok fu.kZ; foØ; lao)Zu dgykrk
gSA pkYlZ ,e- ,MoM~Zl ,oa fofy;e ,p- gkWoMZ us Hkh fy[kk gS fd Þog izR;sd fØ;k tks izR;{k ;k vizR;{k :i ls ykHkdkjh
fcØh dks c<+kus esa lg;ksx djrh gS] foØ; lao)Zu esa lfEefyr dh tkrh gSAß2
m
o
foØ; izcU/k dk izeq[k mÙkjnkf;Ro foØ; ifjek.k esa vk'kkrhr o`f) djrs gq, laLFkk ds fu/kkZfjr foØ; y{;ksa dh iw£r
djuk gksrk gSA bl iz/kku mís'; dh iw£r ds fy, foØ; izcU/kd lkekU;r% nks mik; dke esa ykrs gSaA izFke] ,d vPNs

.c
foØ; laxBu dh LFkkiuk djds os foØ;&y{;ksa dh izkfIr dk iz;kl djrs gSaA f}rh;] os foØ;&y{;ksa dh izkfIr gsrq
cká dne mBkrs gSaA D;ksafd mÙke foØ; laxBu ds gksus ls gh fcØh c<+ tk;s] ;g vko';d ug° gSA foØ; izcU/kdksa }kjk
a
mBk;s tkus okys cká dne gh foØ; lao)Zu ds uke ls tkus tkrs gSaA bu cká dneksa vFkok dk;ks± esa u;s cktkjksa dh
[kkst djuk] xzkgdksa dks vf/kdkf/kd Ø; gsrq izksRlkfgr djuk] foKkiu djuk vkfn dks lfEefyr fd;k tkrk gSA oSls ;g
m
/;ku nsus ;ksX; ckr gS fd rduhdh vFkZ esa foKkiu fØ;k;sa foØ; lao)Zu ds {ks=k ls ckgj j[kh tkrh gSaA foØ; lao)Zu

a
dks okf.kT;;u (Merchandising), js[kk ds uhps dh fØ;k (Below the-line activity) ^ek/;e foghu foKkiu* (Non-media
advertising) vkfn ukeksa ls Hkh iqdkjk tkrk gSA
foØ; lao)Zu dh dqN izeq[k ifjHkk"kk;sa bl izdn kj gSa&
1- ,- ,p- vkj- fMysUl ds 'kCnksa esya ÞfoØ; lao)Zu ls vk'k; foØ; o`f) ds fy, fd;s x;s dk;ks± ls gSA bl 'kCn

desa lgk;d gksrs gSaAß

ls vk'k; foØ;&iz;Ruksa ls gSa tks fd O;fDrxr&foØ; ,oa foKkiu ds iwjd gSa vkSj ftuds leUo; ls ;s mudks

u
vf/kdkf/kd izHkko'kkyh cukus 3

t
2- tkWtZ MCY;w- gkWifdUl (George W. Hopkins)us foØ; lao)Zu dh ifjHkk"kk nsrs gq, dgk gS] ÞfoKkiu ,oa foØ;
dh izfØ;kvksa dks izHkko'kkyh cukus ds fy, ftu laxfBr iz;klksa dh lgk;rk yh tkrh gS] mUgsa foØ; lao)Zu

3-
S
ds uke ls lEcksf/kr fd;k tkrk gSAß
gSjksYM OgkbVgSM
4

ds 'kCnksa esa] ÞfoØ; lao)Zu ls vk'k; okLrfod ,oa lEHkkfor Fkksd&foØsrk]

(Harold Whitehead)
QqVdj O;kikjh] miHkksDrkvksa vkSj ;gk¡ rd fd Lo;a QeZ ds foØ;drkZvks esa lwpukvksa dk izlkj.k gSAß5
1. H. Simmons : “Successful Sales Promotion”, 1954. p. 1.
2. Charles M. Edwards and William H. Howard, “Retail Advertising and Sales Promotion”, New York, 1943.
3. Any steps that are taken for the purpose of obtaining or increasing sales often this term refers specially to selling efforts that are
designed to supplement personal selling and advertising and by co-ordination, help them to become more effective.
A.H.R. Delens “Principles of Market Research”. p. 244.
4. “Sales promotion is an organised effort applied to the selling job to secure the greatest effectiveness for advertising and for dealers’
help”. G.W. Hopkins
5. “Sales Promotion includes the dissemination of information to wholeslers, retailers, customers—actual and potential, and not least
to the firms own salesman”.
Harold Whitehead, “The Administration of Marketing and Selling”. p. 136.
foØ; lao)Zu 319

4- ts- vkj- MkWcesu (J.R. Daubman) ds vuqlkj] ÞfoØ; lao)Zu ls vk'k; QqVdj O;kikfj;ksa ds dk;Z dks vf/kd
ljy cukuk gS] xzkgdksa ds efLr"d esa bPNk (desire) mRiUu djuk gS ,oa O;kikfj;ksa dks vkSj vf/kd Js"B O;kikjh
cukuk gSA6
5- ds- ,l- gkWoMZ (K.S. Howard) ds vuqlkj] ÞfoKkiu ,oa izdk'ku ds fuf'pr {ks=kksa esa lfEefyr gksus okyh fØ;kvksa
ds vfrfjDr os leLr fØ;k,¡ tks fd okLrfod foØ; esa lgk;d gSa] foØ; lao)Zu dgykrh gSaAß7
6- vesfjdu ekdsZ¯Vx ,lksfl;'ku (A. M. A.) ds vuqlkj] ÞfoØ; lEo)Zu esa oS;fDrd foØ; (Personal Selling),
foKkiu ,oa izdk'ku ds vykok os leLr vfu;fer fØ;k,¡ tSls& izn'kZu (displays), fn[kkok ,oa izn'kZuh] izn'kZu
(demonstrations) vkfn lfEefyr dh tkrh gSa tks miHkksDrk ,oa O;kikjh dh izHkko'khyrk dks izksRlkfgr djrh
gSAß8
7- Y;wbd ,oa thxyj ds vuqlkj] ÞfoØ; lEo)Zuß ^foi.ku lEo)Zu* dk og midj.k gS tks oLrq ds iz;ksx esa o`f)
djrk gS vkSj oLrq ds cktkj dk Hkh foLrkj djrk gS ;k uohu oLrq dk ifjp; djkrk gSAß9
8- tkWulu ds vuqlkj] ÞfoØ; lEo)Zu esa os lHkh fØ;k;sa lfEefyr gksrh gSa ftudk mís'; foØsrkvksa] foKkiu
foHkkxksa] O;kikfj;ksa ,oa forjdksa ds dk;ks± dks lEiUu djuk rFkk foØsrkvksa ds dk;ks± dks vf/kd izHkkoiw.kZ cukuk
gksrk gS rkfd foØ; c<+ lds vkSj miHkksDrkvksa dks Ø; esa vf/kd #fp ysus dks izsfjr fd;k tk ldsAß10
9-
m
tkWu ,yu ejQh ds 'kCnksa esa] ÞfoØ; lEo)Zu os leLr fØ;k,¡ gSa tks foØ;drkZvksa dks lg;ksx nsus gsrq dh tkrh

o
gSaA buesa foØ; lkfgR;] vkSipkfjd izLrqrhdj.k] dSVykWx] foØ; iqfLrdk;sa] uhfr&fooj.k] foØ; izfrjks/k dks
rksM+us okys lk/ku ,oa fof/k;k¡ vkfn lfEefyr gSaA11

.c
mi;qZDr ifjHkk"kkvksa ds vk/kkj ij dgk tk ldrk gS fd ^foØ; lEo)Zu*12 dks fuEu rhu vFkks± esa fy;k tkrk gS&

a
1- ladh.kZ vFkZ esa&ladh.kZ vFkZ esa foØ; lEo)Zu dk vk'k; ,slh fØ;kvksa ls gS tks fd oS;fDrd foØ; esa lgk;d
gksrh gSaA
2-
m
foLr`r vFkZ esa &foLr`r vFkZ esa foØ; lEo)Zu ls vk'k; mu leLr fØ;kvksa ls gSa tks fd foØ; dh o`f) ds fy,

a
dh tkrh gSaA bl n`f"Vdks.k ls foØ; lEo)Zu ds vUrxZr foKkiu] O;fDrxr foØ;] mRiknksa esa uohurk ykuk]
foi.ku iz.kkfy;ksa esa lq/kkj] fo'ks"k ;kstuk;sa] izfr;ksfxrk,¡] LFkk;h izn'kZu vkfn lHkh lfEefyr fd;s tkrs gSaA
3-
n
fof'k"V vFkZ esa&foØ; lEo)Zu dk vFkZ mu fØ;kvksa ls gS tks foØ; o`f) ds fy, vfu;fer :i ls lEiUu dh

y
tkrh gSa vkSj ftuesa foKkiu] oS;fDrd foØ; rFkk izdk'ku ls lEcfU/kr fØ;kvksa dks lfEefyr ug° fd;k tkrk

d
gSA oLrqr% foØ; lEo)Zu dks blh vFkZ esa le>k tkuk pkfg,A

u
6.
t
J. R. Daubman, “Fundamentals of Sales Management”, p. 302.
7.
8. S
K. S. Howards, “Methods of Sales Promotion”. Mc Graw-Hill.
“Those marketing activities other than personal selling, advertising and publicity, that stimulation consumer purchasing and dealer
effectiveness such as displays, shows and expositions, demonstration and various non-recurrent selling not in the ordinary routine”.
AMA
9. J.F. Luick and W. I Ziegler, “Sales Promotion and Modern Merchandising”, p. 1.
10. “Sales Promotion consists of all those activities whose purpose is to supplement to co-ordinate and to make sure more effective the
efforts of the sales force, of the advertising department, and of the distributors and to increase sales and otherwise stimulate
consumers to take greater initiative in buying”
L. K. Johnson “Sales and Marketing Management; Text and Cases”. p. 540.
11. See an article “Advertising and Selling” published in 1946, quoted by Harry Simmons, op. cit., 1.
12. tkWu dsesjksu vkLios dh ifjHkk"kk bl vFkZ dk izfrfuf/kRo djrh gSA muds vuqlkj] ÞfoØ; lEo)Zu mu leLr dk;ks± dks lfEefyr djrk gS tks
mRikn ds foi.ku esa fd;s tkrs gSa tSls&O;fDrxr foØ;] foKkiu vkSj cktkj dks foLr`r djus lEcU/kh dk;ZAß
—John Cameron Asplay, “Sales Promotion Handbook”. p. 23.
320 foi.ku ds fl)kUr

foØ; lEo)Zu dh fo'ks"krk,¡

(Characteristics of Sales Promotion)
^foØ; lEo)Zu dh fo'ks"krk;sa fuEukuqlkj gSa&
1- foØ; lEo)Zu ^foØ; fcUnq* ij xzkgdksa ds /;ku dks oLrqvksa vkSj lsokvksa ds Ø;kFkZ vkÑ"V djrk gSA
2- foØ; lEo)Zu oLrqvksa vkSj lsokvksa dks xzkgdksa dh vksj /kdsyus okyh fØ;kvksa dk lewg gSA
3- foØ; lEo)Zu mRikn] lEifÙk ;k lsok ds ekSfæd gLrkUrj.k dh bPNk dh tu ?kks"k.kk gS tks ladsrksa] izn'kZuksa]
Mkd ,oa vU; vfu;fer foi.ku fØ;kvksa }kjk dh tkrh gSA
4- foØ; lEo)Zu esa mu vfu;fer fØ;kvksa dks lfEefyr fd;k tkrk gS tks fd miHkksäkvksa ,oa O;kikfj;ksa dks eky
[kjhnus ds fy, izsfjr djrh gSaA
5- foØ; lEo)Zu esa foKkiu] oS;fDrd foØ; rFkk izdk'ku dks lfEefyr ug° fd;k tkrk gSA
6- foØ; lEo)Zu foKkiu ,oa oS;fDrd foØ; dks vf/kd izHkko'kkyh cukus okyh fØ;kvksa dk lewg gSA oLrqr%
foØ; lEo)Zu foKkiu ,oa oS;fDrd foØ; ds e/; dh [kkbZ dks ikVus okyk iqy gSA

m
foKkiu dk foØ; lEo)Zu ls lEcU/k

o
(Relationships of Advertising with Sales Promotion)

.c
izks- ÝsMfjd ,- ,xeksj (Frederic A. Egmore) dk dguk gS fd foØ; dk;Z ds nks igyw gSa&(i) oS;fDrd foØ; ,oa (ii)
voS;fDrd foØ; vFkkZr~ foKkiuA oS;fDrd foØ; dk vk'k; O;olk;h }kjk foØ; ds fy, fd;s x;s oS;fDrd iz;Ruksa

a
ls gS ftlesa foØsrk Lo;a lEHkkfor ,oa orZeku xzkgdksa ls lEidZ LFkkfir djrk gS vkSj foØ; dyk dk lgkjk ysdj oLrq,¡
cspus dk iz;kl djrk gSA foKkiu dk vk'k; O;fDr;ksa dks voS;fDrd rkSj ij oLrqvksa dh miyfC/k ds ckjs esa lwpuk nsuk

m
gksrk gSA foØ; lEo)Zu oLrqvksa ds oS;fDrd rFkk voS;fDrd foØ; ,oa laLFkk ds e/; fd;k x;k leUo; gSA ,xeksj ds
bu fopkjksa ls Li"V gksrk gS fd foØ; lEo)Zu oS;fDrd foØ; ,oa foKkiu esa leUo; LFkkfir djrk gSA
a
izks- Mh- ,y- gsx (D. L. Hague) dk dguk gS fd ÞfoKkiu oLrqvksa ds lEcU/k esa gtkjksa miHkksDrkvksa dks f'kf{kr djrk
n
gS vkSj O;kid foØ; dk vk/kkj curk gS tcfd lEo)Zu dk;Z foØ;&'kfDr rFkk Lo;a ds O;fDr;ksa dks f'kf{kr djuk gSA

y
vU; n`f"Vdks.k ls foKkiu oLrqvksa ds izfr O;fDr;ksa dks [khaprk gS] tcfd foØ; lEo)Zu O;fDr;ksa dh vksj oLrqvksa dks

d
/kdsyrk gSAß

u
mi;qZDr fopkjksa ls Li"V gS fd foKkiu dk lEcU/k tulkekU; ds cM+s oxZ ls gksrk gS rFkk O;fDrxr foØ; dk lEcU/k
dqN gh O;fDr;ksa rd lhfer gksrk gSA fdUrq] foØ; lEo)Zu foKkiu rFkk O;fDrxr foØ; nksuksa gh ls lEcfU/kr gksrk
t
gS tks fd foKkiu ,oa oS;fDrd foØ; ds e/; dh [kkbZ dks ikVus dk iz;Ru djrk gSA bls fuEukafdr fp=k }kjk le>k
tk ldrk gS&
S foØ; lEo}Zu

jk"VªO;kih {kS=kh;
foKkiu foKkiu

fp=k 19.1
foØ; lao)Zu 321

mi;qZDr fp=k crykrk gS fd ;fn dksbZ dEiuh viuk uohu mRiknu cktkj esa foØ; ds fy, izLrqr djuk pkgrh gS rFkk
ml mRiknu ds fy, foKkiu }kjk jk"VªO;kih izpkj djrh gS rks dsoy bl izpkj ek=k ls ml oLrq dk foØ; ug° gks
tk;sxk] oju~ mlds fy, QqVdj&foØsrkvksa ds ikl oLrq,¡ igq¡pkus ,oa mUgsa mu oLrqvksa dks Ø; djus ds fy, izsfjr djus
dh vko';drk gksxh vkSj blds fy, O;fDrxr lEidZ dh vko';drk gksxhA bl O;fäxr lEidZ ,oa foKkiu ds e/;
dh nwjh dks de djus ds fy, eq¶r uewus] dwiu] fofHkUu izfr;ksfxrk,¡ vkfn dh lgk;rk yh tk;sxh rkfd foØ; esa o`f)
dh tk ldsA foØ; o`f) dh ;s gh leLr fof/k;k¡ foØ; lEo)Zu dgh tkrh gSaA
fu"d"kZ ds rkSj ij ;g dgk tk ldrk gS fd foKkiu ,oa foØ; lEo)Zu fØ;k,¡ ,d&nwljs dh iwjd gSa vkSj ,d nwljs
dks izHkko'kkyh cukrh gSaA brus ij Hkh buesa tks izeq[k vUrj gSa os bl izdkj gSa&
1- foKkiu vizR;{k lEidZ dk lk/ku gS tcfd foØ; lEo)Zu xzkgdksa ls izR;{k lEidZ LFkkfir djus dk lk/ku
gSA
2- foKkiu oS;fDrd foØ; ds dk;Z dks ljy cukrk gS fdUrq foØ; lEo)Zu oS;fDrd foØ; vkSj foKkiu ds chp
dh nwjh dks de djrk gSA
3- foKkiu dk HkkSxksfyd {ks=k fo'kky gksrk gS fdUrq] foØ; lEo)Zu dk lhfer gksrk gSA
4- foKkiu O;olk; dh nSfud fØ;k gS tcfd foØ; lEo)Zu fof'k"V fØ;k vFkok vfu;fer fØ;kA
5- m
foKkiu ds lk/kuksa ij ¼Mkd }kjk foKkiu dks NksM+dj½ foKkir&drkZ dk fu;U=k.k jgrk gS fdUrq foØ; lEo)Zu
esa O;kolkf;d laLFkkvksa dkA
o
.c
6- foKkiu oLrqvksa dh vksj xzkgdksa dks [k°prk gS] tcfd foØ;&lEo)Zu xzkgdksa dh vksj oLrqvksa dks /kdsyrk gSA
7- foKkiu vla[; xzkgdksa dks f'kf{kr djus dk dk;Z gS rFkk O;kid foØ;.k dk vk/kkj gS tcfd foØ; lEo)Zu
a
vius gh O;fDr;ksa dks f'kf{kr djus vkSj viuh gh foØ; 'kfDr dks izksRlkfgr djus dk dk;Z gSA

foØ;&lEo)Zu ds mís';
m
a
(Objects of Sales Promotion)

n
foØ; lEo)Zu dk ize[q k mís'; lnSo fcØh esa o`f) djuk gksrk gSA ;g mís'; le; ds n`f"Vdks.k dks /;ku esa j[kdj fofHkUu
bdkb;ksa esa bl izdkj foHkDr dj fy;k tkrk gS fd FkksM+s vFkok vf/kd le; esa blls dqN ykHk izkIr fd;s tk ldsaA
y
nwljs 'kCnksa esa ;g dgk tk ldrk gS foØ; lEo)Zu dk eq[; y{; gj lEHko ykHkktZu djuk gksrk gS pkgs og nh?kZ vofèk
d
esa gks vFkok vYi&vof/k esaA foØ; lEo)Zu ds fuEu mís'; gSa13&
1-
u
u;s mRiknu dks cktkj esa izos'k djus esa lgk;rk igq¡pkukA
2-
t
Fkksd O;kikjh rFkk QqVdj O;kikjh dks vf/kd Ø; ds fy, izksRlkfgr djukA
3-
4-
S
orZeku miHkksDrkvksa dks vius mRiknuksa dks vkSj vf/kd ek=kk esa iz;ksx djus ds fy, izksRlkfgr djukA
u;s miHkksDrkvksa dks vkd£"kr djukA
5- fo'ks"k ekSle ds QyLo:i foØ; dh deh dks dqN va'kksa rd nwj djukA
6- izfrLi)hZ O;kikfj;ksa ds foØ;&lEo)Zu dh uhfr;ksa esa tokch dk;Zokgh djukA
7- QqVdj Hk.Mkjksa esa oLrqvksa ds izn'kZu {ks=k esa o`f) djus ds mís'; ls QqVdj foØsrkvksa dk vf/kd lg;ksx izkIr
djukA
8- oS;fDrd foØ; ,oa foKkiu esa leUo; LFkkfir djukA
9- laLFkk ds foØ;drkZvksa dks eky ds vf/kd foØ; ds fy, izksRlkfgr djuk ,oa lgk;rk igq¡pkukA
13. See M. J. Baker, “Marketing : An Introductory Text”, pp. 228-29.
322 foi.ku ds fl)kUr

foØ; lEo)Zu foHkkx ds dk;Z

(Functions of Sales Department)
foØ; lEo)Zu foHkkx dk izeq[k dk;Z foi.ku vkSj oS;fDrd foØ; ds chp dh nwjh dks lekIr djuk gSA fofy;e ts-
LVsUVu fy[krs gSa fd ÞokLro esa] foØ; lEo)Zu dk izeq[k dk;Z foKkiu vkSj oS;fDrd foØ; ds chp iqy dk dke djuk
gS rkfd bu nksuksa {ks=kksa ds iz;kl iwjd cu ldsa vkSj lefUor gks ldsaA14
orZeku esa foØ; lEo)Zu foHkkx ds dk;ks± vFkok nkf;Roksa dk {ks=k dkQh O;kid gksrk tk jgk gSA ,d le; Fkk tc izR;sd
og fo"ke dk;Z ftls foKkiu vFkok foØ; foHkkx ug° dj ikrk Fkk] foØ; lEo)Zu foHkkx dks lkSai fn;k tkrk FkkA fdUrq]
vc bl foHkkx ds dk;Z fuf'pr ls gks pqds gSa vkSj mudh ,d iw.kZ lwph rS;kj djus dk dk;Z Hkh dj fy;k x;k gSA gsjh
fleUl ds vuqlkj foØ; lEo)Zu foHkkx ds izeq[k dk;Z vxzfyf[kr gSa15&
1- laLFkkxr dk;Z (Institutional Functions): (i) dEiuh mRikn dk;Z rFkk (ii) foØ;drkZvksa dh fØ;k;sa
lfEefyr dh xbZ gSaA
2- leUo;kRed dk;Z (Coordinating Functions): buesa (i) foHkkxh; fØ;k;ksa dk leUo;] (ii) foØ; foHkkx ls
lEidZ] (iii) foKkiu foHkkx ls lEidZ ,oa (iv) mRiknu foHkkx ls lEidZ lEcU/kh fØ;k;sa lfEefyr dh xbZ gSaA
3-
m
okf.kT;;u dk;Z (Merchandising Functions): buesa (i) okf.kT;;u fØ;k;sa] (ii) izfr;ksfxrk ;kstuk;sa] (iii)
izn'kZu ,oa lsEi¯yx rFkk (iv) O;kikj lEcU/kh fØ;k;sa lfEefyr dh xbZ gSaA
4- o
izdk'ku ;k izpkj dk;Z (Publicity Functions): buesa (i) foKkiu fØ;k;sa] (ii) izR;{k Mkd fØ;k;sa] (iii) ckg

.c
foKkiu] (iv) tu lEcU/k] rFkk (v) lHkk;sa] izLrko o izn'kZfu;ksa ls lEc) fØ;k;sa lfEefyr dh xbZ gSaA

a
5- 'kS{kf.kd dk;Z (Educational Functions): buesa (i) 'kS{kf.kd xfrfof/k;k¡] (ii) i=kkpkj lEidZ] (iii) x`g if=kdk,¡]
(iv) xfrfp=k] ,oa (v) vuqlU/kku rFkk fo'ys"k.k ls lEc) fØ;k;sa lfEefyr dh xbZ gSaA
6-
m
foi.ku dk;Z (Marketing Function): buesa (i) QqVdj O;kikjh ,oa MhylZ fØ;k;sa (ii) QqVdj Hk.Mkj dk;Z]
(iii) forjd tkWclZ ,oa Fkksd O;kikjh fØ;k;sa] (iv) foØ; fcUnq izn'kZu ;k ltkoV] rFkk (v) Hkkoh O;kikfj;ksa ,oa
forjdksa ls lEc) fØ;k;sa lfEefyr dh xbZ gSaA a
foØ;n lEo)Zu dk egRo
y of Sales Promotion)
(Importance
orZeku esa] foØ; lEo)Zu ds fnuksafnud vfHko`f)r egRo us bls vk/kqfud O;kolkf;d fØ;k&dykiksa dk ,d vfHkUu igyw

fØ;kvksa ds O;;ksa dh iw£r gsru

cuk fn;k gSA foØ; lEo)Zu dk vk/kqfud n`f"Vdks.k blls igys dh Hkk¡fr vko';d cqjkbZ ug° ekurk gS vkSj blls lEc)

t q foKkiu ,oa foØ; foHkkx dh Ñik ij fuHkZj ug° djrk gSA vr% foØ; lEo)Zu foHkkx

,d leUo; djusS
ifjiw.kZ foHkkx dk ntkZ izkIr dj pqdk gS vkSj blds fy, i`Fkd ctV rS;kj fd;k gSA vkt foØ; lEo)Zu dk egRo
okyh fØ;k ds :i esa Lohdkj fd;k tkus yxk gSA gSjh fleUl fy[krs gSa fd ÞfoØ; lEo)Zu vfèkdka'kr%
foØ; foKkiu] vuqlU/kku] okf.kT;;u vkSj tulEidZ foHkkxksa ds iz;klksa rFkk fØ;k&dykiksa ds leUo; dk;Z gS tks foØ;
fcUnq ij foØ; izfrjks/k esa deh ykrk gSAß16
fofy;e ts- LVsUVu dk fopkj gS17 fd QqVdj foØ;.k ds nkSjku mRiUu gksus okys miHkksDrk vlUrks"k dks ,d Js"B foØ;
lEo)Zu dk;ZØe }kjk de fd;k tk ldrk gSA Lo&lsok] foØ;&e'khuksa }kjk fcØh ,oa vU; foØ; fof/k;ksa ftuesa
foØ;drkZvksa dk ç;ksx ug° fd;k tkrk gS] ogk¡ foØ; lEo)Zu mik;ksa dh vko';drk dkQh c<+ x;h gSA blh izdkj]
14. W. J. Stanton, “Fundamentals of Marketing”, p. 515.
15. Harry Simmons, op. cit., pp. 7-24.
16. Ibid., p. 1.
17. W. J. Stanton, op. cit., p. 516.
foØ; lao)Zu 323

HkkoukRed Ø; ds c<+us vkSj QqVdj Hk.Mkjksa }kjk mudh mRikn js[kkvksa ds fofo/k gksus ds lkFk&LkkFk foØ; lEo)Zu
dk;ZØeksa dk egRo Hkh c<+rk tk jgk gSA blds vfrfjDr] bl O;Lr fo'o esa xzkgd foKkiuksa ds izfr #fp rks fn[kkrs gSa]
fdUrq vfr'kh?kz mUgsa Hkwy Hkh tkrs gSaA cgqr ckj Ø; djrs le; xzkgdksa dks foKkiu ;kn ug° vk ikrs gSaA ,slh ifjfLFkfr;ksa
esa foØ; lEo)Zu mik; fcØh djus gsrq dkQh dkjxj izekf.kr gksrs gSaA
foØ; lEc)Zu fØ;k,¡ vkt rhoz izfrLi/kkZ ds ;qx esa u dsoy O;kolkf;d laLFkkvksa dks thou nsrh gSa] vfirq mUgsa xR;kRed
Hkh cuk;s j[krh gSaA foØ; lEo)Zu ds egRo dks fuEu n`f"Vdks.kksa ls vk¡dk tk ldrk gSA 18
1. foØ; lEo)Zu foKkiu rFkk oS;fDrd foØ; ds chp dh [kkbZ dks ikVrk gS vkSj nksuksa dh {ks=kksa dh fØ;kvksa dks
izHkkoh cukrk gSA
2. mRikndksa] e/;LFkksa ,oa vU; forj.k laLFkkvksa ds foØ; dh ek=kk esa o`f) gksrh gS ftlls muds ykHk c<+rs gSaA
3. mRikndksa ds mRiknu dk iSekuk O;kid gksrk gS vkSj mRiknu ykxrksa esa deh vkrh gSA
4. e/;LFkksa dks vf/kd laxzg.k ds fy, izksRlkgu feyrk gS D;ksafd mUgsa mRikndksa }kjk fofo/k NwVsa vkSj lqfo/kk,a nh
tkrh gSaA
5. ubZ oLrqvkas dh ek¡x esa o`f) gksrh gSA mRiknksa ds thou&pØ dh tUekoLFkk ,oa ifjiDork dh voLFkk esa foØ;
lEo)Zu egÙoiw.kZ Hkwfedk fuHkkrk gSA
6. ekSleh oLrqvksa dh [kir Hkh LFkk;h gksus yxrh gSA ^csekSle foØ;* ljy gks tkrk gSA m
7. o
laLFkk dh [;kfr c<+rh gS D;ksafd vusd izdkj dh izfr;ksfxrk,¡] uewuksa dk forj.k] izhfe;e O;oLFkk,¡ laLFkk ds

.c
izfr turk ds ân; esa LFkku cukrh gSaA
lk/kkj.kr% u fcd ldus okyh oLrqvksa dk Hkh foØ; gksus yxrk gSA
a
8.
9. cktkj lEcU/kh lwpuk,¡ izkIr gksrh gSa ftlls mÙke foi.ku dk;ZØe vkSj ;kstuk,¡ cukuk lEHko gks tkrk gSA
10.
lEHkkouk,¡ lekIr gks tkrh gSaA m
laLFkk dh izfrLi/khZ fLFkfr Hkh lqn<` + gksrh gS D;ksafd Ø; gsrq izyksHku fn;s tkus ds dkj.k eky ds u fcdus dh

11. a
xzkgdksa dks uohu] lLrh ,oa vPNh oLrq,¡ izkIr gksrh gSaA eq¶r uewus rFkk foØ; lkfgR; izkIr gksrk gS tks mudh
n
tkudkjh esa o`f) djrk gS mUgsa laLFkk dk LFkk;h xzkgd cukrk gSA
12.
y
ns'k dk vkfFkZd fodkl rhoz gksrk gSA jkstxkj ds volj c<+rs gSaA thou&Lrj Å¡pk gksrk gSA rhoz izlkj dh

d
voLFkkvksa esa foØ; lEo)Zu vFkZO;oLFkk dks ladV ls mckjrk gSA
vfr fudV Hkfo"; esa foØ; lEo)Zu O;olk; dh fu;fer fØ;kvksa dk vfHké vax cu tk;sxkA
ulEo)Zu izcU/kd ds dk;Z] drZO; ;k nkf;Ro
13.

(Functions, t
foØ;
S Duties and Responsibilities of a Sales Promotion Manager)
,d foØ; lEo)Zu izcU/kd ds izeq[k dk;Z] drZO; vFkok nkf;Ro fuEufyf[kr gSa&
1. foØ;drkZvksa ij fu;a=k.k&O;kolkf;d laxBu ds vkdkj ds vuqlkj mlesa foØ;drkZvksa dh la[;k gksrh gSA cM+s
laxBu esa foØ;drkZvksa dh la[;k Hkh vf/kd gksrh gSA vr% bl izcU/kd dk izeq[k dk;Z ;g gksrk gS fd leLr
foØ;drkZvksa ij fu;a=k.k j[ksaA bl mís'; dh iwfrZ ds fy, og izR;sd foØ;drkZ ls mlds }kjk fd;s x;s dk;kZsa
dh nSfud vFkok lkIrkfgd fjiksVZ e¡xokrk gS] mudh tk¡p o v/;;u djrk gS] vko';d funZs'k nsrk gS] mudh
xfrfof/k;ksa dh tkudkjh j[krk gS vkSj mudks fof'k"V foØ; izlkj ;kstukvksa ls o vU; lwpukvksa ls voxr djkrk
gS ,oa mudh vko';drkuqlkj mi;qZDr lgk;rk djrk gSA

18. Philip Kotler "Marketing Management: Analysis, Planning and Control" 1979, p. 340
324 foi.ku ds fl)kUr

2. O;kikfj;ksa ls lEidZ (Liaison)&;g izcU/kd Fkksd O;kikfj;ksa }kjk rFkk QqVdj O;kikfj;ksa ls Hkh lEidZ j[krk
gSA og muds vko';d lwpuk,¡ nsdj izn'kZu lkexzh (display material) Hkstdj ,oa lq/kjh gqbZ rduhdksa dh lwph
nsdj bu O;kikfj;ksa dh lsok djrk gSA ;fn fdUgha O;kikfj;ksa dks mudk eky cspus esa dfBukbZ gksrh gS rks og
mudks vko';d ijke'kZ Hkh nsrk gSA
3. foØ;&uhfr;ksa dks fØ;kfUor djuk&dEiuh ds lapkyd&e.My vFkok lEcfU/kr vf/kdkfj;ksa dks foØ;&uhfr
cukus esa lgk;rk djrk gSA blds vfrfjDr dEiuh dh foØ;&uhfr dks vfUre :i nsdj bls izcU/kd ds ikl
Hkst nsrs gSaA vc bl izcU/kd dk nkf;Ro gks tkrk gS fd og bl uhfr dks fØ;kfUor djs ,oa mldh fjiksVZ
lEcfUèkr vf/kdkfj;ksa dks nsA
4. fof'k"V izpkj ;kstuk,¡&viuh oLrqvkas ds foØ;&lEo)Zu ds mís'; ls og izcU/kd vko';d izpkj ;kstuk,¡ tSls
bukeh ;kstuk] izfrLi/kkZ] dwiu iz.kkyh vFkok vU; blh izdkj dh fof'k"V izpkj ;kstukvksa dks cukrk gS vkSj mUgsa
dk;kZfUor djokrk gSA
5. iz'kkldh; dk;Z&bl izcU/kd dks vius foHkkx ds iz'kklu lEcU/kh dk;Z Hkh djus iM+rs gSaA bldk ;g dk;Z Hkh
vR;Ur egRoiw.kZ gSA ;fn mlds foHkkx dk iz'kklu f'kfFky gS rks foØ;&O;oLFkk fcxM+ tkosxhA mlds iz'kklu
lEcU/kh dk;kZsa esa mlds foHkkx dk laxBu] fu;kstu ,oa fu;a=k.k vkfn izeq[k gSA

m
6. ctV cukuk&bl izcU/kdksa dks vius foHkkx dk ctV Hkh cukuk iM+rk gSA bl ctV dks cukus esa vR;Ur lkoèkkuh
,oa vuqHko dh vko';drk iM+rh gSA ;g ctV vkn'kZ] gksuk pkfg,A ;fn ctV esa vko';drk ls de jkf'k j[kh
o
xbZ gS rks mldks foØ;&lEo)Zu lEcU/kh fØ;kvksa ds lapkyu esa dfBurk vkosxh vkSj mu fØ;kvksa dks izHkko'kkyh

.c
<ax ls fØ;kfUor ugha fd;k tk ldsxk vkSj ;fn vf/kd jkf'k j[kh xbZ gS rks mldk ykHkizn <ax ls mi;ksx ugha
fd;k tk ldsxkA
7.
a
foØ;drkZvksa lEcU/kh dk;Z&bl izcU/kd dks foØ;drkZvksa dk p;u djuk gksrk gS vr% izR;kf'k;ksa ls vkosnu&i=kksa
dks eaxkuk] mUgsa lk{kkRdkj ds fy, cqykuk ,oa ;ksX;re O;fDr;ksa dks foØ;drkZ ds in ij fu;qDr djuk vkfn
m
Hkh mlds dk;Z gSaA blds i'pkr~ ;fn vko';d gks vkSj dEiuh dh vksj ls izf'k{k.k dh O;oLFkk gks rks muds

a
izf'k{k.k dh O;oLFkk djuh gksrh gSA ;g izcU/kd mu foØ;drkZvksa ds fy, dk;Z&{ks=k Hkh fu/kkZfjr djrk gS ftleas
fd mUgsa dk;Z djuk gksrk gSA
8. n
O;; ij fu;a=k.k&mldks foØ; lEo)Zu ij jkf'k dk O;; LohÑr ctV ds vuqlkj gh djuk iM+rk gS] vr% mls
y
lnSo ctV dks /;ku esa j[kdj O;; djuk pkfg,A gk¡] ;fn fdUgha fo'ks"k ifjfLFkfr;ksa esa vf/kd /ku&jkf'k O;;

d
djus dh vko';drk iM+s rks mls igys ctV desVh ls LohÑfr ys ysuh pkfg,A

u
9. vU; foHkkxksa ls lkeatL;&foØ; lEo)Zu O;oLFkkid dk ,d egRoiw.kZ dk;Z ;g Hkh gS fd og dEiuh ds vU;
foHkkxksa ls vkSj fo'ks"kr% foi.ku lewg ds fofHké foHkkxksa ls izHkko'khy lkeatL; j[ksA
t foØ; lEo)Zu ds izdkj ,oa fof/k;k¡
S (Types and Methods of Sales Promotion)
orZeku dBksj izfrLi/kkZ ds ;qx esa viuh oLrqvksa dk lQy foØ; djuk okLro esa ,d dyk gSA tks bl dyk esa izoh.k
gSa] os vius vU; izfrLif/kZ;ksa dks ihNs NksM+ nsrs gSa vkSj vius eky dk foØ; nqzrxfr ls cM+h ek=kk esa djrs gSaA foØ;
lEo)Zudk;Z izk;% e/;LFkksa] miHkksDrkvksa] izfrLi/khZ fLFkfr;ksa] laLFkk dh [;kfr] vFkZO;oLFkk dh fLFkfr vkfn vusd ckrksa
dks /;ku esa j[kdj fd;s tkrs gSaA miHkksDrkvksa ds fy, tks foØ; lEo)Zu fof/k;k¡ viuk;h tkrh gSa os e/;LFkksa ds fy,
viuk;h tkuh okyh fof/k;ksa ls fHké gksrh gSaA miHkksDrkvksa ds fy, foØ; lEo)Zu ds os mik; viuk;s tkrs gSa ftueas
miHkksDrk mu oLrqvksa dks Ø; djus ds fy, nqdkunkj rd igqapus ds fy, izsfjr gksrk gSA fdUrq e/;LFkksa ds fy, foØ;
lEo)Zu dh fof/k;k¡ viuk;h tkrh gSa ftuls os mudh nqdkuksa ij mu fof'k"V oLrqvksa dks j[kus rFkk miHkksDrkvksa dks vkÑ"V
djus ds fy, viuk;s tkus okys lEo)Zu mik;] ^miHkksDrk lEo)Zu* (Consumer Promotions) ds uke ls tkus tkrs gSaA
foØ; lao)Zu 325

e/;LFkksa ds fy, viuk;s tkus okys lEo)Zu mik; ^O;kikj lEo)Zu* (Trade Promotions) ds uke ls tkus tkrs gSaA O;ogkj
esa] foØ; lEo)Zu dh ,slh fof/k;k¡ Hkh viuk;h tkus yxh gSa ftuls miHkksDrk&O;kikjh la;qDr lEo)Zu (Consumer-Trade
Combined Promotions) dgk tkrk gSA
miHkksDrk lao)Zu fof/k;k¡
(Consumer Promotion Methods)
miHkksDrk lEo)Zu ds vUrxZr foØ; lEo)Zu dh os leLr fof/k;k¡ lfEefyr gSa tks izR;{k :i ls miHkksDrk ls lEcfU/kr
jgrh gSaA bu fof/k;ksa vFkok mik;ksa dks miHkksDrk ds fuokl LFkku ij] mlds dk;kZy; ij] oLrq&foØ; dh nqdku ij
vFkok ifjfLFkfr ds vuqlkj vU; mi;qDr LFkku ij fØ;kfUor fd;k tk ldrk gSA mnkgj.k ds fy, uewus ds iSdsV dwiu
vkfn muds fuokl LFkku ij Hkstk tk ldrk gs] fofHké izfr;ksfxrkvksa ds vk;kstu ds lEcU/k esa lekpkj i=kksa vkfn ds
ek/;e ls muds fuokl LFkku vFkok dk;kZy; esa lwpuk nh tk ldrh gS] dk;Zfof/k izn'kZu ds }kjk foØ;&lEo)Zu dk
dk;Z muds ?kj ij vFkok nqdku ij fd;k tk ldrk gSA ewY; esa deh] izC;kft rFkk izn'kZu }kjk foØ;&lEo)Zu ds mik;
oLrq foØ;&LFky ij Hkh fd;s tk ldrs gSaA
miHkksDrk&lao)Zu ds fy, izk;% fuEufyf[kr fof/k;ksa dks ifjfLFkfr ,oa lqfo/kk ds vuqlkj viuk;k tkrk gS&

m
1. eq¶r uewuk (Free Samples)% miHkksDrkvksa dks uewus ds eq¶r iSdsV ckaVuk foØ; lEo)Zu dk ,d izHkko'kkyh
mik; gSA uewus ds iSdsV dk miHkksx djds miHkksDrk Lor% gh oLrq ds xq.k ds çfr vkd`"V gks ldrk gSA ;fn
o
oLrq ds xq.kksa us miHkksDrk dks ,d ckj çHkkfor dj fn;k rks og oLrq dk LFkk;h xzkgd cu ldrk gSA ;g /;ku

.c
jgs fd uewus ds eq¶r iSdsV çk;% mUgha mRiknuksa ds ckaVs tkrs gSa ftudk ewY; cgqr de gksrk gS] tSls chM+h] flxjsV]
eatu] NksVh&NksVh nokb;k¡] rsy] b=k] vxjcÙkh] ikB~;&iqLrdsa vkfnA ewY;oku oLrqvksa dks eq¶r uewus ds :i esa
ugha fn;k tk ldrk gSA
a
dHkh&dHkh uohu mRiknuksa dks çpfyr djus ds fy, Hkh uewus nsus vko';d gks tkrs gSaA mnkgj.k ds fy, Hkkjr
m
esa tc pk; dk çpyu yksdfç; ugha Fkk] rc pk; dh dqN dEifu;k¡] fo'ks"kr% fyiVUl rFkk czqd&ckW.M dEifu;k¡

a
O;Lr lM+dksa ds fdukjs pk; ds LVkWy yxkdj jkgxhjksa dks eq¶r pk; fiykrh FkhaA /khjs&/khjs vc pk; Hkkjrh;ksa
ds thou dk ,d vko';d vax cu xbZ gSA ;fn dksbZ uohu vkSj vf/kd vPNs (improved) xq.k okyh oLrq cktkj
n
esa ykbZ xbZ gks] rc Hkh uewus dk forj.k ykHkçn gksrk gSA diM+s /kksus dk lQZ ikmMj tc cktkj esa çLrqr fd;k

y
x;k Fkk fd rc ;g fdl çdkj lkekU; lkcqu ls fHkUu gS vkSj fdl çdkj vf/kd mi;ksxh rFkk lqfo/kktud
gS] çpkfjr fd;k x;k FkkA
d
uewus ds iSdVs ?kj&?kj forj.k fd;s tk ldrs gSa ;k lM+d ij ;s eq¶r uewus ds :i esa ckaVs tk ldrs gSAa dHkh&dHkh
u
Mkd ls Hkh uewus ds iSdsV Hksts tkrs gSaA uewus Hkstus ds fy, ;k rks lEHkkfor xzkgdksa dh lwph cuk;h tkrh gS vFkok

t
foKkiuksa dks i<+dj uewus dh ek¡x djus okys O;fDr;ksa dks ;s Hkst fn;s tkrs gSaA ,sls foKkiuksa esa ;g funsZ'k fn;k

S
tkrk gS fd uewuk çkIr djus ds bPNqd O;fDr blds fy, dEiuh dks fy[ksaA
2. dwiu (Coupons): dqN dEifu;k¡ foØ;&lEo)Zu ds fy, dwiu&i)fr dk iz;ksx djrh gSA ftlds vUrxZr
miHkksDrk dks oLrq&Ø; djus eas ewY; esa dqN NwV nh tkrh gS vFkok dqN eq¶r oLrq izkIr gksus dk izyksHku fn;k
tkrk gSA dHkh&dHkh dwiu v[kckj eas Niok fn;s tkrs gSaA ftUgsa ysdj QqVdj&foØsrk ds ikl tkus ij ewY;
esa dqN NwV feyrh gS vFkok og oLrq [kjhnus ij vU; dksbZ oLrq eq¶r feyrh gSA dHkh&dHkh oLrq iSfdax ds vUnj
dwiu j[k fn;s tkrs gSa vkSj fuf'pr la[;k esa dwiu ,df=kr dj ysus ds i'pkr~ mUgsa dqN udn NwV fey tkrh
gS vFkok vU; dksbZ oLrq buke esa ns nh tkrh gSA lcls igys bl fof/k dks gekjs ;gk¡ lu~ 1969 esa LokfLrd vkW;y
feYl] cEcbZ us viuk;k FkkA fuj{kjrk ds vf/kd gksus ds dkj.k gekjs ;gk¡ ;g fof/k izpyfr ugah gks ldrhA
3. izfr;ksfxrk,¡ (Contests): izfr;ksfxrkvksa dk vk;kstu foØ;&lEo)Zu dk ,d izHkko'kkyh mik; gSA ;s
izfr;ksfxrk,¡ rhu oxksaZ dh gks ldrh gSa& foØ;drkZvksa dh] O;kikfj;ksa dh rFkk miHkksDrkvksa dhA foØ;drkZvksa
326 foi.ku ds fl)kUr

dh izfr;ksfxrk vFkok O;kikfj;ksa dh izfr;ksfxrk dk izeq[k mís'; muls eky ds vf/kd foØ; dh Hkkouk dks
izksRlkgu djuk gSA tks foØ;drkZ ;k O;kikjh lcls vf/kd ewY; dk vFkok lcls vf/kd ek=kk esa foØ; djrk
gS] mls buke fn;k tkrk gSA dHkh&dHkh dEiuh U;wure fofHkUu jkf'k;ksa ds foØ; ds fy, vyx&vyx buke
fuf'pr dj nsrh gSA miHkksDrkvksa dks bl izfr;ksfxrk esa foKkfir mriknu ds iSfdax dk <Ddu (Carton), [kkyh
fMCck] vUnj j[ks x;s dwiu vkFkok dS'keheksa vkfn dks layXu djus dks dgk tkrk gS rFkk lkFk esa dHkh dHkh ml
oLrq dh ilUnxh ds lEcU/k eas ,d okD; Hkh fy[kus dks dgk tkrk gSA tSls ] ^eSa ikWM~l Øhe ilUn djrk gw¡
D;ksafd-------A* dHkh&dHkh ml oLrq ds u;s mi;ksx crykus ds fy, dgk tkrk gS] tSlk fd dqN le; iwoZ ^fMVkWy*
ds fuekZrkvksa us fd;k FkkA vr% bPNqd miHkksDrk ml oLrq dks [kjhnus ds fy, izsfjr gksrs gSa vkSj dEiuh dks ml
oLrq ds foKkiu o izpkj ds fy, mi;qDr ^ukjs* (Slogans) Hkh lgt esa fye tkrs gSaA mnkjg.k ds fy,
ysDVksDysekbu ds fy, "Golden opportunity Contest" rFkk gkWjfyDl ds fy, "Golden Treasure Hunt
Contest" vk;ksftr dh xbZ FkhA
4- izn'kZu (Demonstration): izk;% dgk tkrk gS fd] Þvk¡[kksa ls ns[kh lc lPph vkSj lquh&lqukbZ lc >w¡BhAÞ ;fn
fdlh miHkksDrk ds le{k fdlh oLrq ds xq.k vusd ckj cryk;s Hkh tkoasa rks mldk izHkko ml ij gksxk vFkok
ugha] bl ckr esa 'kadk gSA fdUrq ;fn ml oLrq ds xq.k rFkk dk;Z djus dh fof/k dk izn'kZu miHkksDRkkvksa ds le{k
fd;k tkos] rks ml oLrq ls izHkkfor gksxk ghA

m
izn'kZu dh fof/k ds vUrxZr oLrq dh dk;Z&lapkyu fof/k xq.k] izÑfr] fo'ks"krkvksa vkfn dk miHkksDrkvksa ds le{k

o
izR;{k izn'kZu fd;k tkr gSA ifjfLFkfr ds vuqlkj ,slk izn'kZu foØ;'kkyk esa fd;k tk ldrk gSA ,slh oLrq,¡]
ftudks mBkus] j[kus vkFkok ,d LFkku ls nwljs LFkku ij ykus ys tkus esa vlqfo/kk gksrh gS] mudk izn'kZu izk;%

.c
foØ;&'kkyk esa gh fd;k tkrk gS] tSls jsÝhtjsVj] dwyj jsfM;ks vkfnA fdurq vkdkj esa NksVh vkSj otu esa gYdh
NksVh&eksVh oLrqvksa dk izn'kZu miHkksDrkvksa ds fuokl LFkku vFkok pyrs fQjrs lM+dksa ij Hkh fd;k tk
ldrk gSA a
m
5- ewY;ksa esa deh (Price Reduction): ewY;ksa es deh dk mís'; iqjkus miHkksDrkvksa dks oLrq dks [kjhnus
ds fy, izksRlkfgr djuk vkSj uohu miHkksDrkvksa dks oLrq [kjhnus ds fy, ,oa miHkksx djus ds fy, izksRlkfgr
a
djuk gksrk gSA ewY;ksa esa deh] foØ; lEo)Zu dk ,d ,slk mik; gS ftlls vf/kd ls vf/kd miHkksDrk

n
vkdf"kZr fd;s tk ldrs gSaA ewY;ksa esa deh dk lk/ku foØ;'kkyk ds vUrxrZ dh tkus okyh foØ; lEo)Zu dh
fof/k gSA
y
foKkiu vFkok lwpuk&iê ds }kjk miHkksDrk rd oLrq ds ewY;ksa eas deh dh lwpuk igq¡pk;h tkrh gSa] ftldk ykHk
d
miHkksDrk foØ;'kkyk eas igq¡pdj gh mBk ldrk gSA foØ;&ewY;ksa esa deh vLFkk;h :i ls FkksM+h vof/k ds fy,

u
dh tkrh gS rFkk bl vkd"kZ.k dk ykHk izkIr djus dh ,d fuf'pr vof/k igys ls gh fuf'pr dj nh tkrh gSA

t
ml vof/k rd gh ewY; esa deh dk YkkHk miHkksDrkvksa dks feyrk gSA ewY;ksa esa deh dh vof/k dk pquko izk;% fo'ks"k

S
R;kSgkjksa vFkok fo'ks"k voljksa ij fd;k tkrk gSA izk;% ,d fo'ks"k izdkj ds mRiknu ij fo'ks"k vof/k ds fy,
ewY; esa deh dh ?kks"k.kk dh tkrh gS] rkfd bl fo'ks"k vof/k es ml oLrq dk mi;ksx djus okys vf/kd ls
vf/kd O;fDr vkdf"kZr fd;s tk ldsaA
ewY;ksa esa deh dqy foØ; ij ,d fuf'pr izfr'kr ds vk/kkj ij nh tk ldrh gS vFkok oLrq ds :i esa Hkh nh
tk ldrh gS] tSls& ^rhu VwFk&isLV nsk VwFk&isLV ds ewY;ksa esa* ^nhikoyh ds 'kqHk volj ij ewY;ksa esa 10% dh deh*]
^LorU=krk fnol ds 'kqHk volj ij ewY;ksa esa 15% dh deh* vFkok ^vki 5 Åuh oL=k /kqyokb;s] ge 4 oL=kksa dh
/kqykbZ ysaxs* vkfnA
ewY;ksa esa deh dks izHkko'khy cukus ds fy, dHkh&dHkh iqjkus ewY; ds lkFk lkFk u;s ?kVs gq, ewY;ksa dks Hkh iznf'kZZr
fd;k tkrk gS rkfd miHkksDrkvksa ij fo'ks"k izHkko iM+ ldsA de ewY; eas oLrq izkIr gksus ds vkd"kZ.k ds dkj.k
vusd u;s miHkksDRkkvksa Hkh bl vksj vkdf"kZr gks tkrs gSaA
foØ; lao)Zu 327

Hkkjr esa izfrf"Br ,oa [;kfr izkIr O;kikj laxBuksa }kjk ^ewY;ksa esa deh* dk miHkksDrkvksa ij izHkko iM+rk gS] D;ksafd
os okLro esa ewY;ksa esa deh djrs gSa & tSls ckVk 'kw dEiuh] nsgyh DykWFk feYl] eQryky xzqi [kknh & Hk.Mkj
vkfnA vusd O;kikj laxBu okLro esa ewY;ksa esa deh u djds muesa o`f) dj nsrs gSa] vkSj fQj ml c<+s gq, ewY;
es deh djus dk tksj&'kksj ls izpkj djrs gSaA ;g mfpr fof/k ugha gSA dHkh&dHkh o"kZ ij nkeksa esa Hkkjh deh
dk lkbu cksMZ yxk;s j[kuk Lo;a esa ,d /kks[kk gSA
6- izhfe;e vFkok vf/kewY; (Premiums): vYQMZ xzkWl ds vuqlkj] Þfdlh oLrq vFkok lsok dks Ø; djus dks
izksRlkfgr djus ds fy, iznku dh tkus okyh dksbZ O;kikfjd oLrq vkFkok dksbZ vU; mi;ksxh oLrq (Or other
thing of value) izhfe;e dgykrh gSAÞ
foØ; lao)Zu ds fy, ;g ,d ,slk izHkkoiw.kZ mik; gS] ftls vktdy cgqr iz;ksx esa yk;k tkus yxkA izhfe;e
nsus dk mís'; ;|fi u;s miHkksDrkvksa dks Hkh izksRlkfgr djus dk gksrk gS] fdUrq bldk eq[; y{; ml mRiknu
ds iqjkus miHkksDrkvksa dks izksRlkfgr djuk gksrk gSA
izhfe;e oLrq ds :i esa fn;k tkrk gS] ftldk ewY; izk;% dkQh de gksrk gSA izhfe;e ds :i esa nh tkus okyh
oLrq izk;% foØ; dh tkus okyh oLrq ds iSdsV ds Hkhrj gh cUn dj nh tkrh gS rFkk ml ij ;g lwpuk fy[k
nh tkrh gS fd bl iSdsV ds Hkhrj veqd oLrq gSA dHkh dHkh iSdsV ds Åij izhfe;e ds :i esa izkIr gksus okyh
m
oLrq dh lwpuk ek=k Nih jgrh gS rFkk ;g funsZ'k fn;k gqvk gksrk gS fd izhfe;e dh oLrq foØsrk ls izkIr dj

o
ysaA vusd ckj iSdsV ds Hkhrj ls ,d dwiu fudyrk gS vkSj ml dwiu dks nqdkunku dks nus ij] izhfe;e dh

.c
oLrq izkIr dh tk ldrh gSA vktdy izhfe;e dh oLrq dks iSdsV ds Åij gh bl izdkj fpidk fn;k tkrk gS
vFkok ikjn'kZd dkxt esa bl izdkj iSd fd;k tkrk gS fd og oLrq ckgj ls fn[kknh nsrh jgrh gS vkSj miHkksDrk

a
ml izhfe;ke dh oLrq dks ns[kdj vkdf"kZr gks mBrk gSA
izhfe;e ds dqN le; iwoZ ds mnkgj.k ;s gSa & jsM ysfcy pk; ds 250 xzke ds iSdsV ds lkFk ,d LVhy dh pEep

m
eq¶r] lQZ ds rhu cMs+ fMCcksa ds lkFk ,d IykfLVd dh ckYVh] flckdk VwFk isLV ds iSfdax eas ,d NksVk f[kykSuk

a
vkfnA

n
7- foKkiu lkexzh dk izn'kZu (Display of Advertising Materials): blds vUrxZr foØ;'kkyk esa iznf'kZr dh
tkus okyh fofHkUu foKkiu lkexzh] tSls & dkmUVj ij j[ks tkus okys dkMZ] iksLVj] NksVs&NksVs yVdkus okys
y
dkxt vFkok IykfLVd ds f[kykSus vkfn lfEefyr fd;s tkrs gSaA budk izeq[k mís'; xzkgdksa dks oLrq dh tkudkjh

d
nsuk gksrk gSA bl fof/k esa ;g lc lkexzh mRikndksa }kjk nqdkunkjksa dks nh tkrh gS rkfd nqdkunkj budk izn'kZu

bl fof/k esa ,d izeq[u

viuh foØ;'kkyk esa dj ldsaA

feyrh gS] vr% t

k dfBukbZ ;g gS fd nqdkunkj dks izn'kZu dh vusd izdkj dh lkexzh vusd mRikndksa ls
fdl mRiknd }kjk iznku dh xbZ foKkiu lkexzh dk izn'kZu djs vksj fdldk ugha] ;g ,d leL;k
jgrh gSAS nwljs] nqdku esa lhfer LFkku gksrk gSA vr% mRikndksa dks bl vkSj fo'ks"k lko/kku jguk pkfg, fd
nqdkunkj dks izn'kZu gsrq nh tkus okyh lkexzh mldh vko';drk ds vuq:i vkdkj ,oa fMtkbu dh gksuh pkfg,
rFkk lkFk gh dqN bl izdkj dh uohurk Hkh gksuh pkfg, rkfd nqdkunkj mldk izn'kZu djsa] jíh esa ugha Mky nsaA
8- esys rFkk izn'kZfu;k¡ (Fairs and Exhibitions): esys ,oa izn'kZfu;k¡ Hkh foØ; lao)Zu ds egÙoiw.kZ lk/ku gSaA
;s esys ,oa izn'kZfu;ka LFkkuh;] {ks=kh;] jk"Vªh; vFkok vUrjkZ"Vªh; vk/kkj ij vk;ksftr fd;s tkrs gSaA esys rks izk;%
,frgkfld vFkok /kkfeZd vk/kkj ij fuf'pr LFkku rFkk fuf'pr le; ij yxrs gSa] fdUrq izn'kZudkfj;ksa dk dksbZ
fuf'pr le;] fuf'pr LFkku rFkk fuf'pr vk;kstd ugha gksrsA izn'kZudkfj;ksa esa NksVs ,oa cM+s fuekZrkvksa dks vius
vkS|ksfxd mRiknu dk izn'kZu djus ,oa mudh fo'ks"krkvks vkfn ds fo"k; esa crkus dk vPNk volj izkIr gks tkrk
gSA vf/kdka'k vkS|ksfxd izn'kZfu;k¡ ljdkj ds lfØ; lg;ksx esa vk;ksftr dh tkrh gSA ,slh izn'kZfu;k¡ jk"Vªh;
o vUrjkZ"Vªh; iznf'kZu;ka vk;ksftr dh tk pqdh gSaA
328 foi.ku ds fl)kUr

9- fu%'kqYd izf'k{k.k (Free Training): miHkksDrkvksa }kjk [kjhnh tkus okyh oLrqvksa ds vR;f/kd rduhdh ,oa
tfVy gksus ij mRiknd vFkok forjd mudh oLrq] mi;ksx] ns[kjs[k] ejEer vkfn ds ckjs esa izf'k{k.k ns ldrs
gSa vFkok izf'k{k.k dh O;oLFkk dj ldrs gSaA ,slk djus ls miHkksDrkvksa dks oLrq Ø; gsrq izksRlkgu feyrk gSA
mnkgj.k ds fy, flykbZ&d<+kbZ ds fu%'kqYd izf'k{k.k dh O;oLFkk }kjk flykbZ d<+kbZ dh e'khusa ljyrk ds lkFk
csph tk ldrh gSaA blh izdkj LosVj ;k tflZ;ka cukus okyh e'khuksa dks cspkk tk ldrk gSA diM+s /kksus vFkok
vU; ,slh gh dbZ oLrq,¡ Hkh vklkuh ls csph tk ldrh gSa ;fn muds mi;ksx ds rjhdksa dks fl[kkus dk izf'k{k.k
fuekZrk vFkok forjdksa dh vksj ls fn;k tk;sA
10- /ku okilh izLrko (Money Return Offers): ;g og fof/k gS] ftlesa miHkksDrkvksa dks ,d izfrKk dk izLrko
fn;k tkrk gS vkSj mu O;fDr;ksa dks fuf'pr /kujkf'k okfil Hkstus dh ckrsa dgh tkrh gSa tks fd fo'ks"k oLrq ds
Ø; dk izek.k&i=k laLFkk dks Hkst nsrs gSaA Li"V gS fd bl fof/k esa fuekZrk ;g ?kks"k.kk djrk gS fd tks Hkh miHkksDrk
mldks oLrq dh [kjhn dk izek.k&i=k Hkstsxk] mls ,d fuf'pr /ku okfil dj fn;k tk;sxkA bl fof/k dks lEHor%
lcls igys ÞeSdyhUl VwFkisLVÞ cukus okyh dEiuh us viuk;k FkkA
11- VsªfMax LVkEi (Trading Stamp): ;g fof/k Hkh dkQh izpfyr gSA blesa foØsrk Øsrk dks gj ckj oLrq dh [kjhn
ds le; ,d fVdV nsrk gS ftls Øsrk lqjf{kr j[krk gSA ,d fuf'pr ek=kk esa fVdV ,df=kr gks tkus ds ckn
mUgsa foØsrk dks ykSVkdj dksbZ oLrq fuf'pr ewY; rd dh eq¶r yh tk ldrh gSA
12- m
miHkksDrk lsok,¡ (Consumer Services): dqN fo}kuksa us bl fof/k dks miHkksDrk f'k{k.k dk eku fn;k gS fdUrq
o
fddZisfVªd dk dguk gS fd ÞmiHkksDrk lsok,¡ dkQyh O;kid vkSj lgh in gSAÞ19 miHkksDrk lao)Zu dh bl

.c
fof/k ds ihNs ;g ekU;rk gS fd fuekZrk ftruh vf/kd vPnh lsok vius miHkksDrkvksa dh djsxk] os mrus gh
vf/kd vPNs miHkksDrk cusaxsA ,slh lsokvksa dks nks Hkkxksa esa foHkDr fd;k tkr ldrk gS%&
1-
a
foØ; ls iwoZ dh lsok,¡ & Ø; ls iwoZ miHkksDrkvks dks ;g f'k{kk] lwpuk vFkok jk; nsuk fd lokZf/kd
cqf)erkiwoZd oLrqvksa dh [kjhn dSls dh tk ldrh gS] ,d egÙoiw.kZ miHkksDrk lsok gSA ;g lsok xzkgd
m
dh [kjhn dks foosdiw.kZ vkSj ykHkdkjh cukrh gS rFkk mls vR;f/kd lUrks"k iznku djrh gS ftlls mu

a
fuekZrkvksa ds lkFk muds ekufld lEcU/k ?kfu"B curs pys tkrs gSa tks mls ,slh tkudkjh iznku djrs gSaA
bl izdkj fofHkUu izdkj dh iwNrkN dk lUrks"ktud mÙkj vkSj Ø; ls iwoZ oLrq ds iz;ksx vkSj mldh
n
ns[kjs[k ds ckjs esa fn;k tkus okyk izf'k{k.k Hkh foØ; ls iwoZ dh lsokvksa es lfEefyr fd;k tkrk gSA bu

y
lsokvksa dh miyfC/k gsrq fuekZrk vFkok forjd VsXl (Tags) yscYl] foØ;&lkfgR; Hkk"k.k] izf'k{k.k

d
ikB~;Øe] LohdlZ C;wjks] QS'ku 'kks] izn'kZfu;k¡] i=kkpkj] x`g&if=kdk,¡ dkj[kkus vFkok foØ;'kkyk ds Hkze.k
gsrq fuefU=kr vkfn rduhdksa dks iz;qDr fd;k tk ldrk gSA
2-
u
foØ;ksijkUr lsok,¡ & vusd mRikn ,sls gksrs gSa ftUgsa foØ; ls iwoZ lsokvksa dh t:jr gksrh gSA vkSj vusd
t
mRikn ,sls gksrs gSa ftUgsa foØ; ds cknA O;ogkj esa vusd mRikn ,sls Hkh gksrs gSa ftUgsa foØ; ls iwoZ vksj

S
i'pkr~ lsokvksa dh t:jr gksrh gSA mnkgj.k ds fy, e'khujh tSlh oLrqvksa ds ekeyksa esa mudh laLFkkiu
ls iwoZ rFkk i'pkr~ rd lsokvksa dh t:jr gksrh gSA de rduhfd vFkok xSj rduhdh oLrqvksa ds
lEcU/k esa Hkh foØ;ksijkUr lsokvksa dh vko';drk iM+rh jgrh gSA blfy, tks fuekZrk vkSj forjd
foØ;ksijkUr lsokvksa ds fn;s tkus dh O;oLFkk djrs gSa] mudh oLrqvksa dk foØ; c<+ tkrk gSA bu lsokvksa
esa laLFkkiu lsok,¡] ns[kHkky lsok,¡] ejEer lsok,¡] izf'k{k.k lsok,¡] iwNrkN lsok,¡ vkfn dks lfEefyr fd;k
tk ldrk gSA ;s lsok,¡ oLrqvksa dh fcØh dks izHkkfor djrh gSaA vr,o bUgsa Hkh foØ; lao)Zu mik;ksa esa
lfEefyr fd;k x;k gSA
orZeku esa bu lsokvkas dks foi.ku izcU/kd vko';d cqjkbZ ds :i esa ns[kuk NksM+ pqds gSa vkSj budks O;olk; eku fy;k
x;k gSA xksnjst ,iyk;,sUlst ds cEcbZ fMohtu ds foi.ku izeq[k Jh oh- lqczgeU;e dk dguk gS fd Þgekjs lapkkyd
19. Kirk Patrick, "Salesmanship", 1970, p. 124.
foØ; lao)Zu 329

mu izns'kksa esa mRikn dh fcØh u djus dks dgrs gSaA ftuesa ge lsok;sa miyC/k ugh djk ldrsA lsok ewyr% ekuoh;
lalk/ku fØ;k gSA vU; dEifu;k¡ gekjs mRiknksa dh udy dj ldrh gSa fdUrq] gekjh lsokvksa dh ughaA lsokvksa tSlh vk/
kkjHkwr lajpuk ds fuekZ.k esa o"kksZ yxrs gSa vkSj ;g lajpuk mRikn fHkUurk dk LrEHk gksrh gSA oLrqr% xksnjst fnYyh vdsys
esa vius 5 yk[k jsÝhtjsVlZ dh lfoZflax dks xaHkhjrk ls ys jgk gSA 35 o"kksZa ls xksnjst dk foØ;ksijkUr lsok fMohtu
lrr viuh lsokvksa esa lq/kkj dj jgk gSA blh izdkj eksnh ftjksDl dkWfi;lZ ds egkizcU/kd Jh lUnhi ekFkqj dk dguk
gS fd Þgekjs fy, lsok cgqr cM+k O;olk; gSAÞ mudh dEiuh dk xzkgd lsok ,oa forj.k foHkkx lcls cM+k gSA dEiuh
ds dqy 1800 deZpkfj;ksa esa ls 700 bl foHkkx eas gSa vkSj dEiuh dqy vk; 200 djksM+ #- lkykuk gS ftlesa ls 65 djksM+
#- dh vk; ^lsok vk;* gSA blh izdkj ek:fr dEiuh us lu~ 1989 esa lsok foHkkx dh LFkkiuk dh gS tks vlQy iqtksaZ
ds fo'ys"k.k] ek:fr vf/kÑr lsok dsUnzkas ds vads{k.k] esdsfudksa ds chp okf"kZd izfr;ksfxrk;sa] lfoZl Vsªfuax lsUVlZ vkfn ds
tfj;s foØ; ls iwoZ ,oa ckn dh lsokvksa dh ns[kHkky djrk gSA dEI;wVlZ ds {ks=k esa Hkh foØ; ls iwoZ rFkk ckn dh lsokvksa
dks Hkkjrh; dEifu;k¡ miyC/k djkus yxh gSa rkfd xzkgd lUrq"V jgsA20
O;kikj loa)Zu fof/k;k¡
(Trade Promotion Methods)
foØ; lao)Zu dh fdlh Hkh ;kstuk dh lQyrk lafnX/k jgrh gS] ;fn Fkksd foØsrkvksa o QqVdj O;kikfj;ksa dk lfØ;

m
lg;ksx izkIr u gks vkSj blds fy, mudks izksRlkfgr djuk vko';d gSA vr% miHkksDrkvksa dks n`f"V esa j[kdj tks foØ;

o
lao)Zu dk dk;Z fd;k tkrk gS mlesa Fkksd foØsrkvksa ,oa QqVdj foØsrkvksa vkfn e/;LFkksa dks lfEefyr djuk vfr
vko';d gS tc rd e/;LFkksa dks foØ; lao)Zu gsrq fdlh izdkj dk izyksHku vFkok izksRlkgu ugha fn;k tkos rc rd

.c
mudk lg;ksx izkIr djuk dfBu gksrk gS ,oa tc rd e/;LFkksa dk iw.kZ lg;ksx foØ; lao)Zu dh ;kstuk esa u gks rc
rd mlesa lQyrk dh lEHkkouk de gh jgrh gSA
a
foØ; lao)Zu ds dk;ZØe eas e/;LFk vusd izdkj ls vfrfjDr Je djrs gSa tSls dwiu ,df=kr djuk] izos'k&i=kksa dk

m
forj.k] izhfe;e nsuk] uewus ds iSdsV ck¡Vuk vkfnA mUgsa bl vfrfjDr dk;Z dk ikfjJfed rks feyuk gh pkfg, vU;Fkk
muds lg;ksx ds vHkko eas miHkksDrk loa)Zu ds lkFk&lkFk e/;LFkksa ds izksRlkgu ds fy, foØ; lao)Zu ;kstukvksa dk
a
fuekZ.k fd;k tkrk gSA dHkh dHkh ,slk Hkh gksrk gS fd dsoy Fkksd O;kikjh vFkok QqVdj O;kikjh vFkok nksuksa dks gh

n
/;ku es j[kdj foØ; lao)Zu ;kstuk cuk;h tkrh gS ftldk izeq[k mís'; vf/kd foØ; }kjk O;kikj dk fodkl djus

y
fd fy, Fkksd ,oa QqVdj foØsrkvksa dks izksRlkfgr djuk gksrk gSA bl izdkj dh foØ; lao)Zu ;kstukvksa dks O;kikj
lao)Zu dgk tkrk gS%&
d
O;kikj lao)Zu ds fy, lkekU;r% fuEufyf[kr fof/k;k¡ vFkok mik; dke esa yk;s tkrs gSa%&
1- foØ; izfr;ksfxrk,¡u Fkksd ,oa QqVdj foØsrkvksa vkSj foØ;drkZvksa ds fy, vk;ksftr
izfr;ksfxrk,¡ izt
(Sales Contests):
k;% lokZf/kd foØ; ds fy, j[kh tkrh gSaA lcls vf/kd foØ; esa lQy jgus okys O;fDr dks

iqjLdkj S
izfr;ksfxrk dk izFke iqjLdkj fn;k tkrk gSA izfr;ksfxrk esa vU; fot;h foØsrkvksa dks fofHkUu izdkj ds vkd"kZd
fn;s tkrs gSaA izfr;ksfxrkvksa dk vk;kstu dsoy Fkksd O;kikfj;ksa ds fy, vFkok dsoy QqVdj O;kikfj;ksa
ds fy, i`Fkd&i`Fkd vFkok nksuksa ds fy, ,d lkFk Hkh fd;k tk ldrk gSaA blh izdkj foØ;drkZvksa ds fy,
Hkh i`Fkd ls foØ; izfr;ksfxrkvksa ds foØ; lao)Zu dk lokZf/kd izzHkkoiw.kZ midj.k ekuk x;k gSA orZeku esa
fofHkUu izdkj dh foØ; izfr;ksfxrk,¡ vk;ksftr dh tk jgh gSaA fdUrq ,d mÙke izfr;ksfxrk dk vk;kstu djrs
le; foØ; lao)Zu izcU/kdksa dks pkfg, fd os fuEu rRokas ij /;ku nsa% (i) izfr;ksfxrk ds pkyw jgus dh vof/k]
(ii) izfr;ksfxrk dh ykxr] (iii) fotsrkvksa dh la[;k tks iqjLdkj esa fgLlk ysaxs] (iv) iqjLdkjksa dh izÑfr ,oa
Jsf.k;ka] (v) izfr;ksfxrk ds fu;e] (vi) izfr;ksfxrk dk mís'; vf/kdkf/kd fcØh dks lEHko cukuk] u fd loksZÙke

20. Economic Times, 1 May 1993

330 foi.ku ds fl)kUr

foØ;drkZ vFkok O;kikjh dk fu/kkZj.k djuk] (vii) izfr;ksfxrk dk vihfyax gksuk] (viii) izfr;ksfxrk dk
gj o"kZ cnyrs jgukA (ix) izfr;ksfxrk dk izsjd gksuk] (x) iqjLdkj esa vuko';d foyEc vFkok i{kikr u
djukA
2- foKkiu] izn'kZu dk HkÙkk ,oa fo'ks"k cêk (Advertising, Display Allowance and Special Discount):
Fkksd&foØsrk ,oa QqVdj foØsrk dh gkfnZd bPNk foØ; esa o`f) djus dh gksrh gS ftlds fy, og fofHkUu izdkj
ds izn'kZu o foKkiu vkfn dh ;kstuk,¡ fØ;kfUor djus dks rRij jgrk gS] fdUrq vusd ijs'kkfu;ksa ,oa mlesa gksus
okys O;; ds dkj.k og ,slk ugha dj ikrkA ;fn foKkiu vFkok izn'kZu ds fy, dqN HkÙkk (Allowance) ns fn;k
tkos rks og foKkiu ,oa izn'kZu ds dk;Z esa :fp ysus yxsxkA blls e/;LFkksa ds lkFk&lkFk mRiknd dks Hkh ykHk
gksrk gS D;ksafd blls foØ; esa o`f) gks tkrh gSA ;gh dkj.k gS fd foØ;&lao)Zu ds fy, HkÙkk nsus dk
izko/kku Hkh fd;k tkrk gSA bl HkÙks ds lkFk&lkFk dHkh&dHkh foKkiu ,oa izn'kZu ds fy, dqN lkexzh Hh nh
tkrh gSA
mRiknd dHkh&dHkh e/;LFkksa dks muds }kjk Ø; ij Hkh dqN NwV Hkh nsrs gSaA ;s NwV izk;% ,d fuf'pr ek=kk esa
¼vFkok ewY; dh½ oLrq Ø; djus ij ewY; esa deh ds :i esa nh tkrh gSA bl izdkj] Fkksd O;kikjh vFkok QqVdj
O;kikjh vf/kd ek=kk esa oLrq,¡ [kjhnus dks izksRlkfgr gksrs gSaA ;g NwV ;k cêk ,d fuf'pr izfr'kr ds vk/kkj ij

m
fn;k tk ldrk gS tks Ø; dh ek=kk esa mÙkjksÙkj c<+us ds lkFk c<+k;k tk ldrk gS vFkok Ø; dh ek=kk tSls&tSls

o
c<+rh tkos oSls&oSls ewY; esa deh (Reduction in price) Hkh vf/kd dj nh tk ldrh gSA

.c
3- O;kikfjd izhfe;e (Dealer Premiums): O;kikfjd izhfe;e e/;LFkksa rFkk foØsrkvksa dks muds }kjk fd;s x;s
foØ; esa o`f) ds vfrfjDr iz;klksa ds fy, fn;k tkus okyk iqjLdkj gSA ;g izhfe;e Fkksd O;kifj;ksa] QqVdj

a
O;kikfj;ksa ,oa vU; foØsrkvksa dks fn;k tkrk gSA ,slk izhfe;e izk;% oLrqvksa ds :i esa fn;k tkrk gS tSls nhoky
?kfM+;k¡] dqflZ;k¡] est] r'rjh vkfnA izhfe;e ,d fuf'pr ek=kk esa ¼vFkok ewY; dh½ oLrq,¡ cspus ij vFkok fdlh

m
,d czk.M dh oLrq dks lokZf/kd cspus ds fy, fn;k tk ldrk gSA O;olk; ds {ks=k esa vyx&vyx izhfe;e dh
;kstuk,¡ cukbZ tkrh gSaA
4- a
foØ; lgk;rk (Sales Assistance): mRiknd laLFkk,¡ e/;LFkksa ds fo'okl ,oa lg;ksx dks izkIr djus ds fy,
n
mUgsa foØ; lgk;rk iznku djrh gS ftlls fd e/;LFk mudh oLrqvksa ds izfr ,d laj{k.kkRed izof` Ùk ysdj pyrs

y
gSa vkSj mRikndksa ds eky dk foØ; os vf/kdkf/kd djrs gSA ,slh foØ; lgk;rk vusd rjg ls nh tk ldrh

d
gSA izeq[kr% mRiknd laLFkk,¡ e/;LFkksa dks mudh foØ; dk fuekZ.k ,oa fØ;Uo;u esa lg;ksx nsdj rFkk e/;LFkksa
ds foØ;drkZvksa dks izf'k{k.k nsdj foØ; lao)Zu dk dk;Z dj ldrh gSA
5- izcU/k lgk;rk u
(Management Assistance): mRiknd laLFkk,¡ mu e/;LFkksa dks] ftUgsa fd izcU/kdh; Kku ugha
t
gksrk gS] izcU/kdh; Kku ,oa vuqHko miyC/k djkds mudh lgk;rk djrh gS ftlls mRiknd laLFkk,¡ mu e/;LFkksa

SvizR;{k rkSj ij mRiknd foØ; lkfgR; ,oa ijke'kZ vkfn nsdj viuh oLrqvksa dh fcØh dks c<+kus
dk fo'okl ,oa lg;ksx thrus esa lQy gks tkrh gSA e/;LFk laLFkkvksa dks Hkh ijke'kZ vkfn izkIr gksrk jgrk gSA
bl izdkj
esa lQy jgrs gSaA
6- Ø; HkÙkk nsuk (Providing Purchase Allowance): bl fof/k esa ,d fuf'pr ek=kk vFkok ewY; rd eky Ø;
djus okys O;kikjh dks Ø; HkÙkk fn;k tkrk gSA ;g Ø; HkÙkk udn vFkok fcy esa dVkSrh ds :i es ns fn;k tkrk
gSA blls oLrq dh ykxr de gks tkrh gS vkSj O;kikjh ml ij vf/kd ykHk dek ldrs gSaA
7- iqu% Ø; HkÙkk nsuk (Providing Repurchase Allowance): ;g og HkÙkk gS tks gj izFke [kjhn ij fn;k
tkrk gSA ,d O;kikjh }kjk [kjhn djus ij og bl HkÙks dks ikus dk vf/kdkjh gks tkrk gSA bl fof/k ls foØ;
de ugha gks ikrk gSA
foØ; lao)Zu 331

8- x.kuk ,oa iqu% x.kuk (Count and Recount Method): ;g og fuf/k gS ftlesa O;kikjh ds LVkWd dh x.kuk
dh tkrh gSa ,d x.kuk ;kstuk esa lfEefyr gksus ij rFkk nwljh ckn tc ;kstuk cUn gksrh gSA bu nksuksa x.kukvksa
ds chp ftruk eky fcdrk gS mldh ek=kk ;k ewY; ij dqN jde HkÙks ds :i esa nh tkrh gSA
9- vU; mik; & mRiknd laLFkk,¡ fuEu mik;ksa }kjk Hkh foØ; lao)Zu dk;Z djrh gSaA (i) e/;LFkksa ds foØ;LFkyksa
rFkk Hk.Mkjksa ds vk/kqfudhdj.k dk O;; Hkkj Lo;a djds] (ii) ejEer lqfo/kk,¡ iznku djds] (iii) QS'ku 'kks foØ;
LFkyksa ij vk;ksftr djds] (iv) LVksj ,oa okrk;u ltkoV ds fy, vusd izdkj dh lqfo/kk,¡ ,oa cksMZ] rf[r;k¡]
irkdk,¡] 'ksYQ] nhokj&dyS.Mj] iksLVlZ vkfn lkeku ns djds] (v) le;&le; ij i=k fy[k djds ,oa foØ;
lkfgR; miyC/k djds] (vi) x`g&if=kdk,¡ izdkf'kr djds] (vii) VªsfMax LVkEi miyC/k djdsA VsªfMax LVkEi oLrqr%
miHkksDrkvksa ds fy, QqVdj O;kikfj;ksa dks nh tkrh gS ftlls fd miHkksDrkvksa dks oLrq,¡ [kjhnus ds fy, izsfjr
fd;k tk ldsA bl fof/k esa dksbZ mRiknd laLFkk gjs] ihys] ;k yky ;k fdlh vU; jax ds VªsfMax LVkEi fudkyrh
gS vkSj O;kikfj;ksa dks funsZf'kr dj nsrh gS fd ;fn dksbZ xzkgd veqd fdLe ds LVkEi veqd ek=kk esa ykos rks
mls veqd oLrq eq¶r esa nh tk;sA bu oLrqvksa dh dher mRiknd laLFkkvksa }kjk e/;LFk laLFkkvksa dks nh tkrh
gSA fdUrq ;gk¡ mRiknd e/;LFkksa dks vFkkZr~ Fkksd ;k QqVdj O;kikfj;ksa dks ;g Hkh funsZ'ku nsrs gSa fd veqd ek=kk
esa veqd oLrq [kjhnus ij gh VªsfMax LVkEi fn;s tk;saA blls mRikndksa dk eky fcdrk gS( e/;LFkksa dh fcØh c<+rh
gS vkSj miHkksDrkvksa dks eq¶r esa bukeh eky feyrk gSA
m
miHkksDrk&O;kikjh la;qDr lao)Zu fof/k;k¡ o
(Consumer-trader Combined Promotion Method)
. c
gSA okLro esa miHkksDrk lao)Zu vkSj O;kikj lao)Zu ,d gh flDds ds nks a
foØ; lao)Zu dk dk;Z ,d vksj rks miHkksDrk dks] nwljh vksj Fkksd o QqVdj O;kikfj;ksa dks /;ku esa j[kdj fd;k tkrk
igyw gSa rFkk ,d nwljs ds iwjd gSaA ;fn miHkksDrk

m
dks fdlh fo'ks"k oLrq dks Ø; djus ds fy, izksRlkfgr dj fy;k tkos fdUrq foØsrk ml oLrq dks foØ; ds fy, viuh

,oa QqVdj foØsrkvksa ij O;kikj lao)Zu dh ;kstuk ykxwa

foØ;'kkyk esa LVkWd djus dks rS;kj u gks rks foØ; lao)Zu dh lEiw.kZ ;kstuk BIi gks ldrh gSA nwljh vksj] ;fn Fkksd
djds mUgs ml oLrq dk LVkWd j[kus ds fy, izsfjr dj Hkh fy;k

n
tkos fdUrq miHkksDrk lao)Zu ,oa O;kikj lao)Zu dh ;kstuk,¡ lkFk&lkFk pykbZ tkos rks vPNk ifj.kke izkIr gksus dh
lEHkkouk jgrh gSA
y
gSa ,d vksj rks miHkksDrk lao)Zu lsd
nksuksa lao)Zu dh ;kstukvksa esa leUo; gksus ls gh okLro esa foØ; lao)Zu dk;Z lUrks"ktud <ax ls lEiUu fd;k tk ldrk
miHkksDrk ml mRiknu dk Ø; djus ds fy, izksRlkfgr gksrs gSa nwljh vksj O;kikj
lao)Zu dh ;kstukvksa ls Fkksd u ,oa QqVdj foØsrk ml oLrq dk foØ; c<+kus esa :fp nsus yxrs gSaA Qyr% bu nksuksa esa leUo;

O;kikj lao)Zu ,oaS

t
gksus ls gh foØ; lao)Zu dk dk;ZØe lQyrk ls lEikfnr fd;k tk ldrk gSA
miHkksDrk lao)Zu ;kstukvksa esa leUo; dk ,d okLrfod mnkgj.k ;gk¡ fn;k tk jgk gSA xksafn;k dh
,d chM+h mRiknd QeZ us ,d lkFk rhu izdkj dh ;kstuk,¡ j[khA izFke ;kstuk mu miHkksDrkvksa ds fy, Fkh tks chM+h
ds c.My [kjhnrs FksA izR;sd c.My esa ,d dwiu fudyrk Fkk ftls nqdkunkj ds ikl ys tkus ij rhu chfM+;ksa dk migkj
feyrk FkkA nwljh ;kstuk QqVdj O;kikfj;ksa ds fy, Fkh ftlesa 20 chM+h ds c.Myksa ds izR;sd iqM+s esa ,d bukeh dwiu
gksrk FkkA blesa vusd iqjLdkj j[ks x;s FksA rhljh ;kstuk ds vUrxrZ ,d chMh ds cksj ¼ftlesa 84 iqM+s gksrs Fks½ es ,d
dwiu fudyrk Fkk ftlesa vusd vkd"kZd buke j[ks FksA bl izdkj ,d lkFk gh Fkksd O;kikjh] QqVdj O;kikjh ,oa
miHkksDrkvksa rhuks dks izksRlkfgr fd;k x;k ftlls ml chM+h dh QeZ ds foØ; lao)Zu dh ;kstuk fu'p; :i esa lQy
jghA blh izdkj lu~ 1972 esa vk;qosZn lsoJe izkbosV fy- }kjk ^vk;qoZsn f}rh; egku HksaV ;kstuk* 'kh"kZd ds v/khu la;qDr
lao)Zu dk dk;ZØe pyk;k x;k Fkk tks dkQh lQy jgkA
332 foi.ku ds fl)kUr

foØ; lao)Zu mís'; ,oa miq;Dr fof/k;k¡

(Sales Promotion Objectives and Appropriate Methods)
gekjs ns'k esa izhfe;e] izfr;ksfxrk,¡] dwiu] izkbl&vkWQ O;ogkj] uewus vkfn izeq[k lao)Zu fof/k;k¡ gSaA vxz rkfydk fofHkUu
mís';ksa ds lUnHkZ eas mi;qDr fof/k;kas dk mYys[k djrh gSa%
lao)Zu mís'; lao)Zu fof/k;k¡

1- uo mRikn ifjp; dwiu ,oa uewus

2- u;s dysoj ;k vkdkj dk izLrqrhdj.k dwiu] uewus ,oa dher O;ogkj

3- u;s {ks=kksa esa izos'k dwiu ,oa uewus

4- Js"B QqVdj forjdksa dh izkfIr dher O;ogkj
5- miHkksDrk Ø; ckjEckjrk o`f) izfr;ksfxrk,¡ ,oa dher O;ogkj

6- czk.M psruk o`f) izfr;ksfxrk,¡

7- czk.M fu"Bk cuk;s j[kuk izhfe;e ,oa izfr;ksfxrk,¡
m
8- vkWQ&lhtu foØ; lq/kkj
o
izhfe;e ,oa dher O;ogkj

.c
9- nqdkuksa esa izn'kZu LFkku izkfIr izhfe;e ,oa izfr;ksfxrk,¡

a
10- mRikn dk lgh mi;ksx f'k{k.k uewus ,oa izfr;ksfxrk,¡
11- fof'k"V miHkksDrk lewg dk /;kukd"kZ.k dwiu ,oa uewus

12- mRiknksa ds u;s m|ksxksa dh tkudkjh

m uewus ,oa izfr;ksfxrk,¡
13- ˇØ; fujUrjrk cuk;s j[kuk
a izhfe;e ,oa izfr;ksfxrk,¡
14- 'kks/k gsrq uke ,oa irs izkIr djuk
n uewus] izfr;ksfxrk,¡] dwiu izhfe;e vkfnA

y
d
u
t
S
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