CONTENTS Preface & Acknowledgement IV) | Chapter -1_ | Introduction 1-47 Chapter - 2 | An Overview On Rural Marketing 48-72 Chapter - 3 Dynamics Of Rural Marketing 73-95 | Environment Chapter - 4 | Rural Distribution Channels 96-117 | Chapter - 5 | Retail Business 118-157 Chapter - 6 | Dynamics Of Consumer Behaviour 158-186 Chapter - 7 Conclusion And Suggestions 187-206 Annexures : | (i) A Suggested Bibliography 1-Xxil (ii) Questionnaire For Household I-IV (iii) Questionnaire For Retailer/Shop IV | OwnerTable Contents 1.1. | Market Size of Agricultural Inputs 16 1.2. | Places of Fairs and Estimated Persons Visited 19 | in Eastern U.P. 1.3 | Number of Fair Price Shops 20-21 | 1.4. | Haats In Rural India 22-23 1.5. | Outlets, Participants, Visitors, And Sales In 23-24 Haats 1.6 | Categories Of Outlets At Haats (Percentage) 24 1.7 | Mandis In India 25-26 1.8 | Rural Markets in Eastern U.P. 27-28 | 1.9. | Rural Markets and Food Stock Arrival in Mandi 28-30 Samitis in Eastern U.P 2.1. | Structure of Market 58 2.2. | Rural Share in Market for Consumer Durables 60 2.3 | Ownership of Durables in Rural india 62 2.4 | Rural Share of Consumables 63 2.5 | Rural Penetration of Durables 64 2.6 | Growth of New Users in Rural Areas 66-67 2.7 | Brand Loyalty in Rural india 67-68 2.8 | Multiple Users of Products in Rural India 68 2.9 | Market Growth 69 2.10 | The FMCG Market 70 2.11 | Factors Affecting Penetration of Consumer 70 Durables in Rural Areas 3.1. | Demand: Rural Vs. Urban 74-7578 3.2 | Rural Market Share of Consumption 3.3. | Distribution of Households by Income 89 | 4.1. | Structure of Organized Retailing in India 98 4.2. | Percentage of Segments in Retailing in India 99 | 4.3. | Major Retail Players in India 100 4.4 | Trend of Retail Industry in India 101 4.5. | Type of Outlets at Haats and Fairs 114 4.6 | Dealer Penetration and Marketing Share 144-112 4.7 | Rural Market for Some Durables 112-113 4.8 | Newly Emerged Markets in Rural India 114-115 5.1. | Age Group of Shop Owners 119 5.2 | Education of Shop Owners 120 5.3. | Main Occupation of Shop Owners 121 5.4 | Sex of Respondents 121 5.5 | Annual Turnover of Shops 122 5.6 | Education-wise Annual Turnover of Shops 123 | 5.7. | Average Turnover of Shops 124 5.8 | Season-wise Annual Turnover of Shops 124 5.9. | Type of Dealer-wise Annual Turnover of Shops 125 5.10 | Main Occupation-wise Annual Turnover of 126 Shops 5.11 | Proportion of Income Earned from Shop/Retail 126-127 Outlets in Family Income 5.12 | Type of Establishment 127 5.13 | Nature of Business Enterprises 1285.14 | Type of Dealing 128-129 5.15 | Number of Customers Dealing Daily at Haat 129-130 5.16 | Number of Customers Dealing Daily at Fair 130 5.17 | Do You Read Newspaper 431 5.18 | Do You Read Magazines 132 | 5.19 | What Was The Initial Investment 132 5.20 | What Major Additions You Have Made in The 133 | Recent Past | 5.21 | Whether Your Business Has Increased During 134 | | Last Five Years | 8.22 | Level of Business Enhancement 134 5.23 | Proportion of Sales to Whom You Generally 135 Sell The Items/Products | 5.24 | What Proportion of Your Sale Is In Cash | 136 5.25 | Whether You Also Carry Your Shop Items To 136 Other Local Haat 5.26 | Whether You Carry Your Shop at Fair 137 5.27 | Mode of Transport To Haat & Fair 138 5.28 | Distance Covered 139 5.29 | Frequency of Purchase 139-140 5.30 | Products Purchase At Haat 140-141 | 5.31 | Products Purchase At Fair 141 5.32 | From Whom You Purchase The Products 142 | 5.33 | How Do You Reorder For Stocks 142-143 5.34 | Who Bears The Transport Cost? 143 5.35 | Proportion of Cash Dealing In Purchase of 144 Goods5.36 | Distance You Covered To Purchase The 144 Products T 1 5.37 | Mode of Transportation Used For Bringing 145 | Purchased Items/Products 5.38 | What Are The Main Problems Faced In 146 Transportation 5.39 | Whether You Get The Products At The Time of 147 | Need | 5.40 | Maximum Stock Level Before You Order 147 5.41 | How Soon You Get The Supply 148 5.42 | While Ordering Do You Pay Advance: 148 5.43 | Return of Stock 149 5.44 | Number of Outlet Stalled In The Same Locality | 149-150 At The Same Dealers 5.45 | Average Number of Stalls In Same Locality At | 150-151 Haat | 5.46 | Average Number of Stalls In Same Locality At 152 | Fair | 5.47 | Ranking of Factors As Per Customer's 153-154 Preference 5.48 | Ranking of Attributes/Features of Products for | 154-155 Selling 5.49 | Do You Think That Improving Marketing 155 Network 5.50 | How Rural Marketing Will Boom 156 5.51 | Role of CBO's 156 5.52 | What Extent CBO's May Help In Exploitation of 157 Rural Markets 6.1. | Age Group of Respondents 159-1606.2 | Education of Respondents 160-161 6.3 | Main Occupation of Respondents 161 6.4 | Sex of Respondents 162 6.5 | Family Size of Respondents 162 6.6 | Annual Family Income 163 6.7. | Housing Conditions 164 6.8 | Electricity In Houses 164 6.9 | Toilet Facility In Houses 165 6.10 | Drinking Water Facility In Houses 165 | 6.11 | Cooking Device Used In Family 166 6.12 | Who Takes Decision For Purchasing of 166-167 Household Durables 6.13 | Newspaper Reading 167 | 6.14 | Magazines Reading 168 6.15 | Watching TV 169 6.16 | Your Perception Regarding Haat 169-170 6.17 | Your Perception Regarding Fair 170-171 6.18 | Ranking The Factors For Purchase of 171-172 Consumer Goods 6.19 | Purchase of Goods At Fair 173 6.20 | Purchase of FMCG From Haat And Fairs 174-175 6.21 | Ranking Factors For Purchase of FMCG 175-176 | 6.22 | Who Mostly Purchase Consumables 176-177 6.23 | Whether Any Member of Family Regularly 477 Visits Haat/Fair And Also Make Purchase 6.24 | Frequency of Visit To Fair And Haat By Family 178| Members 6.25 | Why Purchase Is Done From Haat/Fair Instead of Village Locality 178 6.26 | Do You Regularly Visit Other Haat/Fairs 179 6.27 | Frequency of Visit of Other Haats & Fairs 179 6.28 | What Type of Products You Generally 180 Purchase In Weekly Haat/Fair 6.29 | Do You Regularly Visit Other Haat/Fairs 181 6.30 | Do You Sell Agricultural Produce in Haat And 181 Fair Directly To Customers 6.31 | Do You Regularly Visit Other Haat/Fairs 182 6.32 | Brand Loyalty 182-183 6.33 | Education-wise Stickness On Brand 183 6.34 | Sex-wise Use of Branded Products 184 6.35 | Annual Income-wise Branded Products Used 184 6.36 | Brand Loyalty 185 6.37 | Which Media Is More Effective For Product 186 Promotion