Introduction To Marketing

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PRINCIPLES OF MARKETING
BBS PROGRAMME
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PRINCIPLES OF MARKETING, A 5 credit course book for the BBS Programme. Written by Professor Dr.
Md. Selim Reza , Masud Muhammad Parvez. Course Co-ordinator : Masud Muhammad Parvez. This
book has been published by the recommendation of a referee who reviewed the book anonymously.
ISBN 984-34-3094-8
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BDwbU GK t evRviRvZKiY cwiwPwZ 1-22
cvV 1 t evRviRvZKi‡Yi AvIZv I cªK…wZ...................................................... 2
cvV 2 t evRviRvZKi‡Yi ¸iyZ¡ I Kvh©vewj ..................................................... 9
cvV 3 t evRviRvZKiY eë¯’vcbvi `k©bmg~n .................................................. 15
BDwbU `yB t evRviRvZKiY cwi‡ek 23-42
cvV 1 t evRviRvZKiY cwi‡ek .................................................................. 24
cvV 2 t e¨wóK cwi‡ek .............................................................................. 30
cvV 3 t mvgwóK cwi‡ek ............................................................................ 36
BDwbU wZb t evRviRvZKiY I mgvR 43-50
cvV 1 t evRviRvZKi‡Yi mvgvwRK `vq-`vwqZ¡................................................. 44
BDwbU Pvi t evRvi I evRvi wef³KiY 51-60
cvV 1 t evRv‡ii msÁv, êwkó¨ I †kªYxwefvM ................................................. 52
cvV 2 t evRvi wefw³KiY msÁv I wfwËmg~n ................................................... 55
cvV 3 t evRvi wefw³Ki‡Yi myweav / DcKvwiZv mdj evRvi wef³Ki‡Yi kZ©mg~n... 58
BDwbU cuvP t †fv³v evRvi Ges †fv³vi µq AvPiY 61-86
cvV 1 t †fv³vi µq AvPiY ........................................................................ 62
cvV 2 t †fv³vi AvPi‡Y cÖfvewe¯ÍviKvix Dcv`vb ............................................ 67
cvV 3 t †fv³vi wm×všÍ MÖnY cÖwµqv ............................................................. 74
cvV 4 t c‡Yï MÖnY cÖwµqv ........................................................................ 81
BDwbU Qq t mvsMVwbK †µZvi AvPiY 87-106
cvV 1 t mvsMVwbK evRvi............................................................................ 88
cvV 2 t wkíxq †µZvi AvPiY ..................................................................... 94
cvV 3 t wkí c‡Yï †µZvi µq wm×všÍ ........................................................ 101
BDwbU mvZ t evRviRvZKiY M‡elYv I Z_¨ eë¯’v 107-124
cvV 1 t evRviRvZKiY Z_¨ eë¯’vi cÖK…wZ I c×wZ ......................................... 108
cvV 2 t evRviRvZKiY M‡elYv ................................................................... 115
cvV 3 t evRviRvZKiY M‡elYv cÖwµqv .......................................................... 121
BDwbU AvU t cY¨ wm×všÍI eë¯’vcbv 125-136
cvV 1 t cY¨ I †mev ................................................................................ 126
cvV 2 t bZzb cY¨ .................................................................................... 129
cvV 3 t c‡Yï Rxeb Pµ .......................................................................... 132
BDwbU bq t g~j¨ wba©viY bxwZ I †KŠkj 137-146
cvV 1 t cY¨ g~j¨ wba©viY ............................................................................ 138
cvV 2 t c‡Yï g~j¨ wba©viY c×wZ ............................................................... 141
BDwbU `k t eÈb cÖYvjx I ga¨¯’Kvievix 147-176
cvV 1 t eÈb cÖYvjxi cÖK…wZ ...................................................................... 148
cvV 2 t cÖYvjxi bKkv cÖYqb wm×všÍ ............................................................. 158
cvV 3 t ga¨¯’Kvievix : cvBKvwi I LyPiv we‡µZv ............................................ 166
BDwbU GMvi t cÖmvi eë¯’vcbv 177-188
cvV 1 t cÖmv‡ii cÖK…wZ ............................................................................ 178
cvV 2 t weÁvc‡bi cÖK…wZ .......................................................................... 180
cvV 3 t e¨w³K weµq .............................................................................. 183
cvV 4 t weµq cÖmvi, cÖPvi I Rbms‡hvM ........................................................ 185
BDwbU evi t mgevq evRviRvZKiY 189-198
cvV 1 t mgevq evRviRvZKi‡Yi msÁv I êwkó¨ ............................................ 190
cvV 2 t mgevq evRviRvZKi‡Yi f‚wgKv, ¸iyZ¡ Ges myweav .................................. 194
BDwbU †Zi t AvšÍR©vwZK evRviRvZKiY 199-212
cvV 1 t AvšÍR©vwZK evRviRvZKiY cÖK…wZ .................................................... 200
cvV 2 t AvšÍR©vwZK evRviRvZKi‡Yi w`Kmg~n ................................................ 206
bgybv cÖkœ t ........................................................................................................................... 213
BDwbU
1
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Introduction to Marketing
f~wgKv
GB BDwb‡U evRviRvZKi‡Yi cÖv_wgK aviYvi Dci Av‡jvKcvZ Kiv n‡q‡Q| GB BDwb‡U †gvU wZbwU
cvV Av‡Q| cÖ_g cv‡V evRviRvZKi‡Yi AvIZv I cÖK…wZ wb‡q Av‡jvPbv Kiv n‡q‡Q| evRviRvZKiY
m¤ú‡K© aviYv Ges KZ`yi ch©šÍ evRviRvZKi‡Yi Kvh©µg we¯Í„Z Zv Av‡jvPbv Kiv n‡q‡Q|
evRviRvZKiY we‡køl‡Y wKQy †gŠwjK aviYv i‡q‡Q Zv‡ì e¨vL¨v †Ìqv n‡q‡Q| wØZxq cv‡V
evRviRvZKi‡Yi ¸iyZ¡ I Kvh©vejx wb‡q Av‡jvwPZ n‡q‡Q| A_©bxwZ, Drcv`b Ges mvgvwRK Rxe‡b
evRviRvZKi‡Y wK ¸iyZ¡c~Y© f~wgKv cvjb Ki‡Q Zvi Av‡jvKcvZ Kiv n‡q‡Q| cY¨ Drcv`‡bi c~‡e©,
Drcv`‡bi c‡i Ges weµq Kvh© mgvav‡bi c‡iI evRviRvZKi‡Yi wKQy Kvh©µg i‡q‡Q, GB ¸wji eY©bv
†Ìqv n‡q‡Q| Z…Zxq cv‡V evRviRvZKiY eë¯’vcbvi `k©bmg~n g~j¨vqb Kiv n‡q‡Q| wewfbœ mg‡qi
evRviRvZKiY `k©b wKfv‡e eëmvwqK Kvh©µ‡g f~wgKv ‡i‡L‡Q †m¸‡jv wb‡q Av‡jvPbv Kiv n‡q‡Q|
cwi‡k‡l GB mKj welq we‡køl‡Yi gva¨‡g evRviRvZKi‡Yi GKwU ms‡¶wcZ iƒc‡iLv cÖYqb Kiv
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evRviRvZKi‡Yi AvIZv I cÖK…wZ

(Nature and Scope of Marketing)
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GB cvV †k‡l Avcwb-
evRviRvZKi‡Yi msÁv cÖ`vb Ki‡Z cvi‡eb|
evRviRvZKi‡Yi AvIZv ev cwiwa eY©bv Ki‡Z cvi‡eb|
evRviRvZKi‡Yi †gŠwjK aviYvmg~n Abyaveb Ki‡Z cvi‡eb|
Drcv`b Ges weµ‡qi mv‡_ evRviRvZKi‡Yi m¤úK© wbY©q Ki‡Z cvi‡eb|
evRviRvZKi‡Yi wewfbœ Dcv`vb¸‡jvi g‡a¨ cvi¯úwiK m¤úK© wbY©q Ki‡Z cvi‡eb|
evRviRvZKiY ej‡Z Kx eySvq (What is meant by marketing)
Bs‡iRx Market kã †_‡K Marketing k‡ãi DrcwË| Gi evsjv cÖwZkã n‡jv evRviRvZKiY|
evRviRvZKiY welqUv GZ Mfxi †h †Kvb msÁv Øviv Gi cÖK…wZ eySv‡bv m¤¢e bq| Avm‡j ejv n‡q _v‡K
Avgv‡ì Rb¥ †_‡K g„Zz¨ ch©š— mKj Kvh©µ‡gi mv‡_ evRviRvZKiY RwoZ i‡q‡Q| cY¨ `ªe¨ Drcv`b
K‡i Drcv`K Ges †fvM K‡i †fv³v| †fv³vi cÖ‡qvRb I Afve mš‘wó weav‡bi gva¨‡g cÖvwZôvwbK D‡Ïk¨
AR©‡bi j‡¶¨ Drcv`b c~e© wKQy Kvh©µg †_‡K ïiy K‡i Drcv`bKvixi wbKU †_‡K cY¨ ev †mev †fv³v ev
†µZvi wbKU †cŠuQv‡bv Ges †fvM ev eënv‡ii cieZx© ch©v‡qi wKQy Kvh©µ‡gi mgwó‡K evRviRvZKiY
e‡j| A‡b‡KB weµq Kvh©‡K evRviRvZKiY ev gv‡K©wUs e‡j _v‡K| Avm‡j weµq n‡”Q
evRviRvZKi‡Yi GKUv Ask| Drcv`‡bi c~‡e© evRviRvZKi‡Yi wKQy KvR i‡q‡Q †hgb: evRvi Rwic,
Pvwn`v wba©viY, A_©-ms¯’vb, cÖwZ‡hvwM‡ì wPwýZ Kiv BZ¨vw`| Drcv`‡bi c‡i evRviRvZKi‡Yi ¸iyZ¡c~Y©
KvR n‡jv gvb wba©viY wefw³KiY, †gvoKxKiY, g~j¨ wba©viY, cwienY, ¸`vgRvZKiY, eÈb, SuywKMÖnY,
cY¨ cÖmvi BZ¨vw`| cY¨ †fv³vi Kv‡Q †cŠ‡Q †`qv A_ev cY¨ †fv³vi Kv‡Q weµq Kiv n‡jB
evRviRvZKi‡Yi Kvh©µg †kl nq bv| †fv³vi Kv‡Q †cŠuQv‡bvi ciI evRviRvZKi‡bi wKQy KvR _v‡K|
†hgb- weµ‡qvËi †mev cÖ`vb, †fv³v ev †µZvi mš‘wó cwigvc, mš‘wó eRv‡q ivLv Ges e„w× Kiv, gv‡K©wUs
Gi bvbv wea Kvh©µg g~j¨vqY Kiv|
D‡jøwLZ welq¸‡jv‡K we‡ePbv K‡i American Marketing Association evRviRvZKi‡Yi †h msÁv
cÖ`vb K‡i‡Q Zv n‡jv: Marketing is the Process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services to create exchanges
that satisfy individual and organizational objectives. A_©vr wewbg‡qi gva¨‡g e¨w³i mš‘wó
weavb Ges cÖwZôvwbK D‡Ïk¨vewj AR©‡bi wbwg‡Ë aviYv, cY¨ I †mevi cwiKíbv cÖYqb I ev¯—evqb,
g~j¨ wba©viY, cÖmvi I eÈb cÖwµqv‡K ejv nq evRviRvZKiY|
Aa¨vcK Philip Kotter & Gary Armstrong Gi g‡Z, Marketing is a social and managerial
process whereby individuals and groups obtain what they need and want through
creating and exchanging products and value with others. A_©vr evRviRvZKiY n‡”Q GKwU
mvgvwRK Ges eë¯’vcKxq cÖwµqv hvi gva¨‡g e¨w³eM© Ges `j Ab¨‡ì mv‡_ cY¨`ªe¨ I f¨vjy m„wó Ges
wewbg‡qi gva¨‡g Zv‡ì cÖ‡qvRb I Afve c~iY K‡i _v‡K|
evRviRvZKi‡Yi Kvh©vewj Aviv¤¢ nq Drcv`‡bi wPšÍvi gva¨‡g Ges m‡šÍvlRbK Dcv‡q †µZv‡K
weµ‡qvËi †mev cÖ`v‡bi gva¨‡g Zv †kl nq| ZvB †µZv‡K Rvbv I †mB Abyhvqx f¨vjy m„wó Kiv Ges †mB
fv‡e cY¨ evRviRvZ Kiv evRvRvZKi‡Y Ab¨Z¡g welq| ZvB cwi‡k‡l ejv hvq, evRviRvZKZi n‡”Q,
BDwbU GK c„ôv-2
Ggb GKwU mvgvwRK I eë¯’vcKxq cÖwµqv hv Øviv e¨w³ I †Mvôx A‡bï Rb¨ cY¨ I †mev ˆZix I
wewbgq K‡i Ges wb‡R‡ì Kvw•LZ cY¨ ev †mev MÖn‡Yi gva¨‡g cÖ‡qvRb I Afv‡ei mš‘wó weavb K‡i|
evRvRvZKi‡Yi †gŠwjK aviYv mg~n (Core Marketing Concepts)

‡fv³v‡ì cÖ‡qvRb wba©viY, †mBfv‡e cY¨ Drcv`b Ges eÈb Ges †fv³v‡ì mš‘wó weavb n‡jv
evRviRvZKi‡Yi GKgvÎ j¶¨| evRviRvZKiY Av‡jvPbvi Rb¨ Ges GB wel‡q cwi¯‹vi Ávb jv‡fi
wbwg‡Ë KZK¸‡jv aviYv m¤ú‡K© Avgv‡ì cwi®‹vi Ávb _vKv cÖ‡qvRb| GB aviYvmg~n cieZx©‡Z
evRviRvZKiY Av‡jvPbvi wfwË wnmv‡e KvR Ki‡e| wb‡¤œ evRviRvZKi‡Yi †gŠwjK aviYv¸‡jv Av‡jvPbv
Kiv n‡jv t
cÖ‡qvRb Afve
Pvwn`v
evRvi cY¨, †mev I AwfÁZv
wewbgq †jb‡`b f¨vjy Ges mš‘wó

m¤úK©
wPÎ t evRviRvZKiY g~j aviYv mg~n

Source:Philip Kotler & Gary Armstrong, Principles of Marketing,10th ed.Prentice Hall.Ine.2004,P-
6.
1| cÖ‡qvRb, Afve, Pvwn`v (Needs, Wants and Demands)

bxW ev cÖ‡qvRb n‡”Q gvby‡li Ggb GKwU gvbwmK ¯—i, hvi Dc‡hvM _vKv m‡Ë¡I gvbyl †m¸‡jvi cÖvwß
†_‡K wb‡R‡K ewÂZ K‡i| G¸‡jv †eu‡P _vKvi Rb¨ Acwinvh©| †hgbt Lv`¨, e¯¿, evm¯’vb, wbivcËv,
wPwKrmv, †mev BZ¨vw`| cÖ‡qvRb hLb †fv³vi ms¯‹…wZ ev e¨w³Z¡ Øviv cÖfvweZ n‡q ev¯Í‡e cÖKvk cvq
ZLb Zv‡K Afve e‡j| †µZvi Afve hLb µq ¶gZvi kZ© c~iY K‡i ZLbB Zv Pvwn`vq cwiYZ nq|
D`vniY ¯îƒc ejv hvq, †Kvb e¨w³i ¶zav †c‡j Lvevi cÖ‡qvRb, GUv n‡jv bxW| hw` evsjv‡`kxi Lvevi
ìKvi nq Z‡e †h cÖ_‡gB gvQ Ges fv‡Zi Afve Abyfe Ki‡e, GUvB Afve| evRv‡i wewfbœ `v‡gi
gvQ, fvZ cvIqv hvq| †h `v‡g †m gvQ fvZ msMÖn Ki‡e †mB gvQ fvZUvB n‡jv †mUv Zvi Pvwn`v|
2| cY¨ I AwfÁZv †mev (Products, Services and Experiences)

cY¨ ej‡Z Ggb †Kvb wKQy‡K eySvq ev †fv³vi cÖ‡qvRb I Afv‡e mš‘wó weavb Ki‡Z m¶g| `„k¨gvb e¯‘
†hgb LvZv, Kjg, eB, Pvj, †Uwej, †Pqvi BZ¨vw`‡K cY¨ ejv nq| Ab¨ w`‡K A`„k¨gvb wKš‘ †fv³vi
cÖ‡qvRb Afve ‡gUv‡bvi D‡Ï‡k¨ µq I weµq Kiv nq Zv‡K †mev e‡j| wPwKrm‡Ki wPwKrmv, wk¶‡Ki
wk¶v `vb, bvwc‡Zi Pzj KvUv BZ¨vw`‡K †mev ejv nq| cY¨ I †mevi g‡a¨ †gŠwjK cv_©K¨ n‡jv Avgiv
cY¨‡K †`L‡Z cvq wKš‘ †mev‡K ¯úk© A_ev †`Lv hvq bv| Ab¨w`‡K cY¨ Ges †mevi mymgv‡ek NwU‡q
AwfÁZv (experiences) AR©b Ges evRviRvZKiY m¤¢e| GKRb mdj evRviRvZKvix cY¨ ev †mev
weµ‡qi †P‡qI AwfÁZvi Av‡jv‡K evRviRvZKiY cÖwµqv‡K mg„× K‡i|
BDwbU GK c„ôv-3
weweGm †cÖvMÖvg
3| f¨vjy Ges mš‘wó (Value and Satisfaction)

GKwU cY¨ AR©b Ges eënv‡ii gva¨‡g †µZviv †h DcKvwiZv cvq Ges cY¨wU AR©‡bi Rb¨ †h A_© e¨q
nq G‡ì cv_©K¨‡K †µZvi f¨vjy e‡j| †fv³vi cÖ‡qvRb c~i‡Y †Kvb& cY¨wU †ewk mš‘wó w`‡Z m¶g Zv
wbiƒc‡Y †Kv¤úvwb‡K m‡Pó _vK‡Z nq|
‡fv³v Zvi cÖZ¨kvi mv‡_ cÖvß myweavi Zzjbv K‡i Zvi g‡a¨ †h Avb›` ev ˆbiv‡kï Abyf~wZ m„wó nq Zv‡K
mš‘wó ev Amš‘wó e‡j| †fv³ Zviv cÖZ¨vkv Abymv‡i cY¨ n‡Z myweav mg~n †c‡j mš‘ó n‡e Ges bv †c‡j
Amš‘ó n‡e|
‡fv³vi f¨vjy I mš‘wó wbf©i K‡i mvwe©K gvb eë¯’vcbvi Dci| msMVb KZ…©K cY¨ ev †mevi gvb m¤ú‡K©
†µZv‡ì DØy× Kivi `k©b Ges eë¯’vcKxq c×wZ hv‡Z cÖwZôv‡bi cY¨ ev †mevi gvb µgvMZ DbœZ nq
Zv‡K mvwe©K gvb eë¯’vcbv e‡j (Total quality management).
4| wewbgq, †jb‡`b Ges m¤úK© (Exchange, Transitions and Relationships)

‡fv³v †Kvb wKQy Ac©‡bi gva¨‡g A‡bï KvQ †_‡K Kvw•LZ cY¨ jv‡fi Dcvq‡K wewbgq e‡j| GLv‡b
`yBwU c¶, wewbgq‡hvM¨ cY¨, cÖ¯Íve MÖnY I evwZ‡ji ¶gZv, †hvMv‡hvM cÖwµqv Ges †jb‡`‡bi B”Qv
_vK‡Z n‡e|
`yB c‡¶i g‡a¨ g~j¨ m¤ú„³ †Kvb eëmv msNwUZ nIqv‡K †jb‡`b e‡j| hw` 100 UvKvi wewbg‡q GKRb
†µZv hw` †`vKvb †_‡K GKwU eB µq K‡i Z‡e GUv‡K †jb‡`b ejv n‡e| Z‡e UvKv QvovI †jb‡`b
m¤úvw`Z n‡Z cv‡i| c‡Yï wewbg‡q cY¨ w`‡qI †jb‡`b n‡Z cv‡i|
m¤úK© wfwËK evRviRvZKiY n‡jv Ggb GKwU cÖwµqv hvi gva¨‡g evRviRvZKi‡Y j¶¨ AR©‡bi Rb¨
cY¨ ev †mevi wbwg‡qi ms‡½ RwoZ c¶¸‡jvi g‡a¨ `xN©Kvjxb mym¤úK© m„wó I i¶v Kiv|
5| evRvi (Market)
cY¨ ev †mev µq Ki‡Z m¶g GB iƒc eZ©gvb Ges m¤¢ve¨ †µZvi mgwó‡K evRvi ejv hvq| mvaviYZ
evRviRvZKiY Kg©KvÛ evRvi‡K j¶¨ K‡iB cwiPvwjZ nq|
evRviRvZKi‡Yi AvIZv (The Scope of Marketing)

mwVKfv‡e evRviRvZKi‡bi AvIZv wba©viY Kiv LyeB KwVb KvR| KviY GUv GKwU eëmvwqK cÖwµqv
Ges mg‡qi cwieZ©‡bi mv‡_ mv‡_ Gi AvIZvI cwieZ©b G‡m‡Q| evRviRvZKi‡Yi mv‡_ mv‡_ Gi
AvIZviI cwieZ©b G‡m‡Q| evRviRvZKi‡Yi mv‡_ mswkøó welqmg~n‡K evRviRvZKi‡Yi AvIZv wnmv‡e
we‡ePbv Kiv nq| †mB `„wó‡Kvb †_‡K wbæwjwLZ welqmg~n evRviRvZKi‡Yi mv‡_ Lye †ewk mswkøó|
1| cY¨ `ªe¨ (Goods) : e¯‘MZ `ªe¨‡K wN‡i AwaKvsk †`‡ki Drcv`b Ges evRviRvZKiY Kvh©µg
cwiPvwjZ nq| mKj `„k¨gvb `ªe¨B Gi AvIZvq Av‡m| GKUv A_©bxwZi †ewki fvM Drcv`bB cY¨
`ªe¨‡K wN‡iB cwiPvwjZ n‡q _v‡K| kaygvÎ †Kv¤úvwbB †h cY¨ `ªe¨ Drcv`b K‡i Ggb bq e¨w³MZ
ch©v‡qI cY¨ `ªe¨ Drcvw`Z n‡q _v‡K|
2| †mev (Services) : A`„k¨gvb cY¨‡K Avgiv †mev e‡j _vwK| `ªe¨ mvgMÖxi gva¨‡gB †Kej
evRviRvZKi‡Yi AvIZv mxgve× bq eis Gi AvIZv †mev Drcv`‡bi mv‡_ RwoZ| †nv‡Uj, †mjyb,
†givgZ, AvBbRxwe, wk¶K, cÖ‡KŠkjx, Wv³vi, BZ¨vw` MZvbv¸wZK †mvei mv‡_ B›Uvi‡bU, Kzwiqvi,
†gvevBj, cÖvB‡fU wek¦we`¨vjq wewfbœ ai‡bi †KvwPs BZ¨vwì cÖmvi NU‡Q|
3| AwfÁZv (Experiences) : wewfbœ †mev Ges c‡Yï mgv‡ek NwU‡q GKwU cÖwZôvb AwfÁZv m„wói
gva¨‡g evRviRvZKiY Kvh©µg m¤úv`b Ki‡Z cv‡i| †hgb, BDwbwjfvi evsjv‡`k wjt fvi‡Zi wbg©v
BDwbU GK c„ôv-4
wWUvi‡R›U Gi Kvco cwi®‹vi Gi AwfÁZv‡K eënvi K‡i bZzb ûBj cvIqvi wWUvi‡R›U evRv‡i Qvo‡Q|
AwfÁZv evRviRvZKiY KvR‡K mg„× K‡i, ZvB GB msµvšÍ Av‡jvPbv evRviRvZKi‡Yi AvIZvi
AšÍ©f~³|
4| B‡f›Um (Events) : evRviRvZKvixiv mgqwfwËK B‡f›Um cÖeZ©b K‡i _v‡K, evRviRvZKvix
MYms‡hvM wefv‡Mi gva¨‡g wbw`©ó Uv‡M©U †µZv‡ì wbKU cY¨ ev †mevi msev` †cŠuQv‡bvi Rb¨ wewfbœ
B‡f›U eënvi K‡i _v‡K| †hgb- †Kv¤úvwbi el©cywZ, †UªW †kv, µxov Abyôvb, wPÎ cÖ`k©bx, I‡cb Gqvi
KbmvU©| GB mKj B‡f›Um& †ckv`vi e¨w³ ev cÖwZôv‡bi ZË¡veav‡b cwiKwíZ Dcv‡q Dc¯’vcb Kiv n‡j
AwaK Kvh©KvwiZv jvf K‡i|
5| e¨w³ (Persons) : e¨w³‡K †K›`ª K‡i evRviRvZKiY Kvh©µg cwiPvjbv Kiv n‡”Q| e¨w³i L¨vwZ,
bvg, Rm, AvKk©b BZ¨vwì evRviRvZKiY eo ai‡bi eëmvq wnmv‡e MY¨ nq| weL¨vZ wPÎ bvqK bvwqKv,
wPwKrmK, †L‡jvqvi Ggb wK ivRbxwZwe`M‡Yi G‡Ró, g¨v‡bRvi A_ev MYms‡hvM ms¯’v _v‡K| GQvov
wewfbœ †ckvRxwe gnj L¨vwZ evRviRvZKvix‡ì mvnvh¨ wb‡”Q|
6| ¯’vb (Place) : ‡Kej gvÎ cY¨ ev †mevB bq eis GKwU ¯’vb‡K AvKl©bxq fv‡e †µZv‡ì mvg‡b Zz‡j
a‡i evRviRvZ Kiv hvq| c„_exi cÖvq †`‡k ¯’vb evRviRvZKiY Kivi Rb¨ wb‡R‡ì D‡`¨v‡M ch©Ub wkí
M‡o †Zvjv n‡”Q| evsjv‡`‡k ch©Ub K‡c©v‡ikb, wewmK, ißvwb cÖwµqvKiY GjvKv, wiqvj G‡÷U eëmvqx,
wkí e¨vsK BZ¨vw` msMVb¸‡jv ¯’vb evRviRvZKi‡Yi †Póv Ki‡Q|
7| m¤úwË (Properties) : m¤úwË µq weµq Kiv hvq Ges Gi mv‡_ evRviRvZKi‡Yi cÖvq mKj KvRB
RwoZ, m¤úwËi µq weµ‡qi mv‡_ RwoZ c¶¸‡jv me©`vB evRviRvZKiY c×wZi mvnvh¨ I mn‡hvwMZv
wb‡”Q| Rwg, `vjvb‡KvVv, Mvwo, †kqvi, eÛ, mybvg BZ¨vw`‡K †K›`ª K‡i wekvj evRviRvZKiY Kvh©µg
M‡o D‡V‡Q| Bb‡f›U‡g›U †Kv¤úvwb Ges e¨vsK¸‡jv e¨w³ I cÖvwZôvwbK wewb‡hvMKvix‡ì wmwKDwiwU
evRviRvZKi‡Yi mv‡_ RwoZ|
8| msMVb (Organizations) : eZ©gv‡b A‡bK msMVbB RbM‡Yi g‡b AbyK~j fveg~wZ© M‡o †Zvjvi Rb¨
wewfbœ cÖ‡Pôv Ki‡Q| A‡bK †Kv¤úvwb mvgvwRK Kvh©µ‡g cÖPzi wewb‡qvM Ki‡Q| Gi gva¨‡g cÖwZôv‡bi
mybvg e„w× cvq| wek¦we`¨vjq, hv`yNi, †ivfvi ¯‹vDU, jvqÝ K¬ve BZ¨vw` msMVb¸‡jv wewfbœ Kvh©µ‡gi
gva¨‡g Zv‡ì cvewjK B‡gR e„w× Ki‡Q| ZvB wewfbœ msMVb‡K RbM‡bi mvg‡b wewfbœ fv‡e Dc¯’vcb
K‡i evRviRvZ Kiv hvq|
9| Z_¨ (Information) : c‡Yï b¨vq Z_Ï Drcv`b I evRviRvZ Kiv hvq| wek¦we`¨vjq, ¯‹zj I
K‡jR¸‡jv Z_¨ Drcv`b K‡i Ges g~‡jï wewbg‡q AwffveK, QvÎ-QvÎx I mgv‡Ri wbKU weµq K‡i
_v‡K| wewfbœ Kw¤úDUvi †Kv¤úvwb, †Uwjwfkb †Kv¤úvwb, Mvwo Drcv`bKvix cÖwZôvb Zv‡ì e¨vbv‡i wewfbœ
cÖKvi g¨vMvwR‡bi gva¨‡g Z_¨ cÖPvi Ki‡Q| eZ©gv‡b Z_¨ Drcv`b, c¨v‡KwRs I eÈb c„w_ex‡Z e„nr wkí
wn‡m‡e MY¨ n‡q‡Q|
10| aviYv (Ideas) : aviYv n‡jv Ggb wKQy e³e¨ hv mgv‡Ri gvbyl‡K m‡PZb Kiv Ges fvj KvR Ki‡Z
DrmvwnZ K‡i| eZ©gv‡b wewfbœ aviYv mgv‡R cÖPwjZ i‡q‡Q hv evRviRvZKiY Kvh©µ‡gi AvIZvq P‡j
Av‡m| †hgb- AIDS gvivZœK e¨vwa, aygcv‡b welcvb, MvQ jvMvb cwi‡ek euvPvb, Avcbvi wkï‡K wUKv w`b
BZ¨vw`|
evRviRvZKiY I Drcv`b (Marketing and Production)
BDwbU GK c„ôv-5
weweGm †cÖvMÖvg
A_©‰bwZK Kg©Kv‡Ûi g‡a¨ Drcv`b AZ¨šÍ ¸iyZ¡c~Y©| m¤ú‡ì mxgve×Zv Ges `¶Zvi Afv‡e gvby‡li
mKj cY¨ Drcv`b Kiv m¤¢e bq| e¨w³MZev‡e A‡bK welq Avgv‡ì c‡¶ Drcv`b Kiv m¤¢eci bq wKš‘
Avgiv Zv eënvi K‡i _vwK| †hgbt mvevb, Nwo, †Uwjwfkb, wd«R BZ¨vw`| gvby‡li cÖ‡qvR‡bi mKj
welqB Drcv`‡bi Kj¨v‡Y n‡q Zv‡K| Drcv`b Ges evRviRvZKiY eëmv‡qi `yBwU ¸iyZ¡c~Y© Ask,
Avm‡j Drcv`‡bi ci Zv wewfbœ cÖwµqvi gva¨‡g †µZvi wbKU †cŠuQvq Ges †µZv Zvi cÖ‡qvRb †gUvq|
wK cY¨ Drcv`b Kiv n‡e, KZUzKz Drcv`b Kiv n‡e Ges Kv‡ì Rb¨ Drcv`b Kiv n‡e GB †gŠwjK
Drcv`‡bi welq¸‡jv evRviRvZKiY c×wZi gva¨‡gB wba©vwiZ n‡q _v‡K| Drcvw`Z c‡Yï wb‡`©kbv
QvovI evRviRvZKiY wb¤œ-wjwLZ Dc‡hvMmg~n m„wó K‡i _v‡K| †hgbt
1| mgqMZ Dc‡hvM (Time Utility) : ‡µZv hLb cY¨wU PvB‡e wVK ZLwb cY¨ cv‡e| ¸`vgRvZKiY
Ges msi¶‡bi gva¨‡g mgqMZ Dc‡hvM m„wó Kiv nq|
2| ¯’vbMZ Dc‡hvM (Place Utility) : ‡µZv †hLv‡b cY¨wU †c‡Z Pvq †mLv‡bB cY¨wU wbwðZ Kiv nq|
cwien‡Yi gva¨‡g ¯’vbMZ Dc‡hvM m„wó Kiv n‡q _v‡K|
3| gvwjKvbvMZ Dc‡hvM (Possession Utility) : GB Dc‡hv‡Mi gva¨‡g †Kvb c‡Yï †fvM I
eënv‡ii Dci †fv³vi AwaKvi cÖwZwôZ nq| µq weµq Kv‡Ri Øviv gvwjKvbv Dc‡hvM m„wó nq Ges
cY¨ †fvM / eënv‡ii AwaKvi cvq|
evRviRvZKiY I weµq (Marketing and Selling)
evRviRvZKiY Ges weµq‡K A‡b‡KB GKB welq wn‡m‡e wPwýZ K‡i _v‡K| Avevi A‡b‡KB GKwU‡K
Ab¨wUi cwic~iK wnmv‡e we‡ePbv K‡i| Avm‡j G‡ì g‡a¨ A‡bK cv_©K¨ i‡q‡Q| evRviRvZKiY n‡jv
GKwU c~Y©v½ eëmvwqK c×wZ Ges weµq n‡jv GB c×wZi GKwU Ask| wb‡¤œ weµq Ges
evRviRvZKi‡Yi g‡a¨ cv_©K¨ †`Lv‡bv n‡jvt
wk‡ivbvg evRviRvZKiY weµq
1| msÁv †fv³vi cÖ‡qvRb I mš‘wó weav‡bi gva¨‡g weµq n‡jv m‡š—vlRbK g~j¨ cY¨ ev
cÖwZôv‡bi D‡Ïk¨ AR©‡bi wbwg‡Ë wewbgq †mevi gvwjKvbv n¯—vš—‡ii mv‡_ RwoZ
m¤úwK©Z Kvh©vewji evRviRvZKiY e‡j| wewfbœ Kvh©µ‡gi mgwó|
2| AvIZv evRviRvZKi‡Yi cwiwa e¨vcK weµ‡qi cwiwa msKxY©
3| D‡Ïk¨ cY¨ weµ‡qi gva¨‡g †fv³vi mš‘wó AR©b cY¨ weµ‡qi gva¨‡g cY¨ ev †mevi
gvwjKvbv n¯ÍvšÍi|
4| Dc‡hvM Gi gva¨‡g ¯’vbMZ, mgqMZ Ges Gi gva¨‡g gvwjKvbvMZ Dc‡hvM m„wó
gvwjKvbvMZ Dc‡hvM m„wó nq| nq|
5| Kvh©µg cY¨ Drcv`‡bi c~‡e© Gi Kvh©µg Aviv¤¢ cY¨ Drcv`‡bi ci Gi Kvh©µg Aviv¤¢
nq| nq|
6| cwiPvjbv Kviev‡ii m‡e©v”P eë¯’vcbv KZ…©K wm×všÍ evRviRvZKiY wefvM Zvi weµqKgx©‡ì
I bxwZ wba©viY Kiv nq| Øviv weµqKvh© m¤úbœ K‡i _v‡K|
7| ¸iyZ¡v‡ivc ‡fv³vi mš‘wói cÖwZ †ewk ¸iyZ¡ cÖ`vb Kiv cY¨ weµq Ges gybvdv e„w×i cÖwZ‡ewk
nq| ¸iyZ¡ †`qv nq|
8| cwiKíbv evRviRvZKiY cwiKíbv `xN©‡gqvw` nq| weµq cwiKíbv mvavišÍ ¯^í†gqvw` n‡q
_v‡K|
cvV-ms‡¶c
BDwbU GK c„ôv-6
• evRviRvZKiY n‡”Q Ggb GKwU mvgvwRK I eë¯’vcKxq cÖwµqv hvi gva¨‡g Drcv`‡Ki Drcvw`Z
cY¨ PzovšÍ †fv³vi nv‡Z †cŠu‡Q w`‡q †fv³vi PzovšÍ mš‘wó weavb wbwðZ Kiv nq|
• Dc‡hvM i‡q‡Q Ggb cY¨ ev †mev †_‡K gvbyl hLb wb‡R‡K ewÂZ e‡j g‡b K‡i ZLb Zvi
Abyf~wZ‡KB cÖ‡qvRb e‡j|
• ‡µZvi ms¯‹…wZK I e¨w³Z¡ Øviv cÖfvweZ n‡q cÖ‡qvRb hLb ev¯Í‡e cÖKvk cvq ZLb Zv‡K Afve
e‡j|
• ‡µZvi Afve hLb µq ¶gZvi kZ© c~iY K‡i ZLb Zv‡K Pvwn`v e‡j|
• ‡fv³vi cÖ‡qvRb Ges Afv‡e mš‘wó weavb Ki‡Z cv‡i Ggb mKj welq‡KB cY¨ e‡j|
• `„k¨gvb cY¨mg~n‡K `ªe¨ ejv nq|
• A`„k¨gvb cY¨ mg~n‡K †mev ejv nq|
• ‡Kvb cY¨ eënvi †h myweav Ges Zvi wewbg‡q †h A_© GB `y'‡qi cv_©K¨‡K f¨vjy e‡j|
• ‡µZvi cÖvwßi mv‡_ Zvi cÖZ¨vkvi Zzjbv K‡i †h Avb›` ev ˆbiv‡kï m„wó nq Zv‡K mš‘wó ev Amš‘wó
e‡j|
• ‡µZvi †Kvb wKQyi Ac©‡bi gva¨‡g A‡bï KvQ †_‡K KvswLZ cY¨ jv‡fi Dcvq‡K wewbgq e‡j|
• `yB c‡¶i g‡a¨ g~j¨ m¤úwK©Z eëmvq Kvh©µg‡K †jb‡`b e‡j|
• hvi gva¨‡g †µZv, cwi‡ekK, wWjvi, miKvi I Ab¨vb¨ c‡¶i g‡a¨ evRviRvZKvix †Rviv‡jv m¤úK©
m„wó K‡i Zv‡K m¤úK© wfwËK evRviRvZKiY e‡j|
• eZ©gvb I m¤¢ve¨ †µZvi mgwó hv‡ì †Kvb wbw`©ó cY¨ µ‡qi Avw_©K mg_© I B”Qv Av‡Q Zv‡K evRvi
e‡j|
• evRviRvZKi‡Yi AvIZvi mv‡_ m¤ú„³ welq¸‡jv n‡jv, cY¨, `ªe¨, †mev, AwfÁZv, B‡W›Um&, e¨w³,
¯’vb, e¨w³, m¤úwË, msMVb, Z_¨ I aviYv|
cv‡VvËi g~j¨vqb
‰be©¨w³K cÖkœ
mwVK DË‡i cv‡k wUK () wPý w`b-
1| evRviRvZKiY ej‡Z cY¨ I †mevi wK †evSvq?
K) wewbgq m¤úv`b cÖwµqv
L) m„wó I wewbg‡qi mvgvwRK I eë¯’vcKxq cÖwµqv
M) gvwjKvbv n¯Ívš&Íi cÖwµqv
N) m„wó I wewbg‡qi GKwU mvgvwRK cÖwµqv|
2| evRvi ej‡Z wK eySvq?
K) ¯’vb L) eZ©gvb †µZv
M) fwel¨Z †µZv N) eZ©gvb Ges fwel¨Z †µZv
3| ‡jb‡`b n‡”Q-
K) cwigv‡ci GKK L) n¯ÍvšÍ‡ii Dcvq
M) wewbg‡qi ev¯ÍeZv M) †KvbwUB bq|
4| cY¨ cÖvwßi mv‡_ †Kvb&wU N‡U-
K) cÖ‡qvRb L) Pvwn`v
M) Afve N) Dc‡ii me KqUv
5| cÖ‡qvRb wK‡mi mv‡_ m¤úwK©Z-
BDwbU GK c„ôv-7
weweGm †cÖvMÖvg
K) †eu‡P _vKvi mv‡_ L) Avivg Av‡q‡mi mv‡_

M) AwaK cY¨ MÖn‡Yi mv‡_ N) †KvbwUB bq|
6| Afve cÖfvweZ nq-
K) ms¯‹…wZ I e¨w³Z¡ Øviv L) cÖZ¨¶Y Øviv
M) A_© Øviv N) †KvbwUB bq|
7| ‡Kvb Dc‡hvMUv weµq Kvh©-m„wó K‡i?
K) iƒcMZ Dc‡hvM L) gvbMZ Dc‡hvM
M) ¯^Z¡MZ Dc‡hvM N) mgqMZ Dc‡hvM
8| cwienY Øviv †Kvb Dc‡hvM m„wó nq-
K) ¯’vbMZ L) iƒcMZ
M) mgqMZ N) ¯^Z¡MZ
BDwbU GK c„ôv-8
evRviRvZKi‡Yi ¸iyZ¡ I Kvh©vewj

(Importance and Functions of Marketing)
D‡Ïk¨
evRviRvZKi‡Yi ¸iyZ¡ eY©bv Ki‡Z cvi‡eb|
gvby‡li RxebhvÎvi gvb Dbœq‡b evRviRvZKiY wK fv‡e mvnvh¨ K‡i Zv eY©bv Ki‡Z
cvi‡eb|
cY¨ Drcv`‡bi c~‡e© Ges cY¨ weµ‡qi c‡i evRviRvZKi‡Yi †h ¸iyZ¡c~b© KvRmg~n
wPwýZ Ki‡Z cvi‡eb|
Drcv`‡bi ci evRviRvZKi‡bi †h mKj †gŠwjK Kvh©vewj i‡q‡Q Zv Rvb‡Z cvi‡eb|
mvgwMÖK evRviRvZKiY Kvh©cÖYvjx m¤ú‡K© aviYv jvf Ki‡Z cvi‡eb|
evRviRvZKi‡Yi ¸iyZ¡ (Importance of Marketing)
evRviRvZKiY †fv³v‡ì cÖ‡qvRb I mš‘wó weavb K‡i _v‡K| gvby‡li Rxe‡bi cÖvq mKj †¶‡ÎB
evRviRvZKiY RwoZ i‡q‡Q| we‡k¦i †h †Kvb A_©bxwZ‡Z Gi ¸iyZ¡ Acwiwmg| myó evRviRvZKiY
Kvh©µg Qvov †Kvb †Kv¤úvwbB evRv‡i cÖwZôv jvf Ki‡Z cvi‡ebv| Ab¨ w`‡K cj gRyi ej‡Qb
Marketing is the delivery of standard of living. mf¨Zvi Dbœq‡bi mv‡_ gvby‡li RxebhvÎvi gvb
Dbœqb n‡”Q| cY¨ cÖev‡n evavi m„wó n‡j †hUv mgMÖ A_©bxwZi Dci cÖfve we¯Ívi Ki‡e| †h †`‡k c‡Yï
cÖevn hZ †ewk †mB †`‡ki A_©‰bwZK Dbœqb nq `ªZ| wb‡¤œ A_©‰bwZK Dbœq‡b evRviRvZKi‡Yi f~wgKv
Av‡jvPbv Kiv n‡jvt
1| A_©‰bwZK AeKvVv‡gv m„wó (To Create economic structure): Drcvw`Z cY¨ myófv‡e †fv³v‡ì
wbKU †cŠuv‡bvi Rb¨ A_©‰bwZK AeKvVv‡gv cÖ‡qvRb| hvZvqvZ eë¯’vi Dbœqb, we`y¨r eë¯’vi Dbœqb,
†hvMv‡hvM, evwYwR¨K eë¯’vi Dbœqb BZ¨vwì gva¨‡g A_©‰bwZK KvVv‡gv ˆZix nq| myó evRviRvZKiY
eë¯’vi gva¨‡g GB KvVv‡gv ˆZix n‡q _v‡K| ZvB A_©‰bwZK AeKvVv‡gv ˆZix‡Z evRviRvZKi‡Yi f~wgKv
Acwinvh©¨|
2| cÖ‡qvRbxq `ªe¨ Drcv`b (Necessary product Produce) : mgv‡Ri Rb¨ mKj cÖKvi cÖ‡qvRbxq
`ªe¨ Drcv`b Ges mieivn Kiv n‡”Q evRviRvZKiY cÖwµqvi gva¨‡g| mgv‡Ri cÖ‡qvR‡bi ZvwM‡`B
K…wl‡¶Î, eb, Lwb, grm BZ¨vw` †_‡K m¤ú` msMÖn K‡i cY¨ Drcv`b Kiv nq| cieZx©‡Z HmKj cY¨‡K
wewfbœ cÖKvi Kvh©vewji gva¨‡g †fv³v‡ì nv‡Z †cŠu‡Q w`‡q GK ¸iyZ¡c~Y© f~wgKv cvjb K‡i|
3| evRviRvZKiY I D™¢veb (Marketing and inventing) : evRviRvZKiY †Kej cY¨ mieivn K‡i
bv eis Zvi M‡elYv Kvh©µg w`‡q me©`v c‡Yï Dbœqb Ki‡Q| c~‡e©i mv`v Kv‡jv †Uwjwfk‡bi cwie‡Z©
iwOb †Uwjwfkb A_ev wi‡gvU Gi eënvi cÖPjb K‡i‡Q| GB fv‡e cY¨ mieiv‡ni mv‡_ mv‡_ wKfv‡e
Zv‡ì Dbœqb Kiv hvq †mB KvRUv evRviRvZKiY Ki‡Q|
4| e„n`vqZb Drcv`b (Mass production): evRviRvZKiY mgv‡Ri cÖ‡qvRb Abyhvqx cY¨ mieivn
K‡i _v‡K| A‡bK mgq we‡`‡ki evRv‡i Pvwn`v _vK‡j †mLv‡bI cY¨ mieivn K‡i _v‡K| d‡j mbvZb
Drcv`b I Kvh©µ‡gi gva¨‡g †fv³v‡ì cY¨ wbwðZ Kiv m¤¢eci bq| weavq GB cÖwµqvi gva¨‡g
e„n`vqZb Drcv`b msMwVZ nq hvi d‡j †fv³v Ges mgvR Df‡qB DcK…Z nq|
BDwbU GK c„ôv-9
weweGm †cÖvMÖvg
5| cY¨ I †mevi Pvwn`v m„wó (To create demand for product and services) : gvby‡li cY¨ ev
†mev eënv‡ii myß Pvwn`v _v‡K| Avevi gvbyl A‡bK mgq Zvi Pvwn`v‡K wPwýZ Ki‡Z cv‡i bv|
evRviRvZKiY gvby‡li GB myß Pvwn`v‡K RvMÖZ K‡i| Avevi weÁvcb gvby‡li Pvwn`v‡K wPwýZ Ki‡Z
mvnvh¨ K‡i| gvbyl‡K bZzb c‡Yï Z_¨ mieiv‡ni gva¨‡g evRviRvZKiY mgv‡R cY¨ I †mevi Pvwn`v
m„wó K‡i _v‡K|
6| Pvwn`v Ges †hvMv‡bi mgZv weavb (Equilibriam in demand and supply) : A_©bxwZi me‡P‡q
¸iyZ¡cyY© welq n‡jv Pvwn`v Ges †hvMv‡bi g‡a¨ mgš^q Kiv| AwZwi³ cY¨ Drcv`b †hgb jvfRbK bq
†Zgwb Kg cY¨ Drcv`‡b e¨vcK ¶wZ n‡Z cv‡i| †hLv‡b hZUzKz cY¨ ìKvi †mLv‡b †mB cwigvY cY¨
mieivn K‡i evRviRvZKiY Pvwn`v Ges †hvMv‡bi g‡a¨ mgš^q mvab Ki‡Q|
7| c‡Yï mylg eÈb (Proper distribution of product) : ‡`‡ki mKj ¯’v‡b GKwU cY¨ mgvb fv‡e
Drcbœ nq bv Ges †`‡ki mKj ¯’v‡b GKwU c‡Yï mgvb Pvwn`v _v‡K bv| Avevi c„w_exi wewfbœ †`‡k
GKwU c‡Yï wewfbœ ai‡bi Pvwn`v _vK‡Z cv‡i| evRviRvZKiY mwVK mg‡q mwVK cY¨wU mwVK ¯’v‡b
†cŠu‡Q w`‡q c‡Yï mylg eÈb wbwðZ K‡i|
8| evRviRvZKiY I A_©‰bwZK w¯’wZkxjZv (Marketing and economical stability) : ‡h †Kvb
†`‡ki A_©‰bwZK w¯’wZkxjZv cÖavbZ wbf©i K‡i †mB †`‡ki evRviRvZKiY eë¯’vi gva¨‡g| A_©bxwZ‡Z
†Kvb ai‡bi cY¨ cÖ‡qvRb, wK cwigvY cY¨ cÖ‡qvRb, Ges KLb cY¨wU cÖ‡qvRb GB welq¸‡jv wba©viY
K‡i evRviRvZKiY| GQvov cY¨ `ª‡eï mwVK g~j¨ wbqš¿Y K‡i evRviRvZKiY GKwU †`‡ki A_©‰bwZK
w¯’wZkxjZv eRv‡q iv‡L|
9| evRviRvZKiY I Kg©ms¯’vb (Marketing and employment) : evRviRvZKi‡bi GKwU ¸iyZ¡c~Y©
welq n‡jv Gi gva¨‡g cÖPzi Kg©ms¯’v‡bi m„wó n‡q _v‡K| Drcv`bKvixiv mivmwi †fv³v‡ì wbKU cY¨
†cŠQv‡Z cv‡i bv| ZvB cÖ‡qvRb nq wewfbœ cÖKvi ga¨¯—Kvievixi| Avevi e¨vsK, exgv, weÁvcb ms¯’v,
wgwWqv BZ¨vw` evRviRvZKi‡bi Awe‡”Q`¨ Ask| d‡j mvgwMÖK evRviRvZKiY m¤cÖmvi‡Yi mv‡_ mv‡_
e¨cK Kg©ms¯’v‡bi my‡hvM m„wó n‡q _v‡K|
10| evRviRvZKiY I evwYwR¨K cwi‡ek (Marketing and commercial environment) :
evwYwR¨K cwi‡ek cy‡ivcywi wbf©i K‡i evRviRvZKi‡Yi Dci| Drcv`‡Ki Drcvw`Z cY¨
evRviRvZKi‡bi gva¨‡g weµq Kiv nq| cY¨ AwewµZ _vK‡j evwYwR¨K cwi‡ek G‡jv‡g‡jv n‡q †hZ
Ges A‡bK eëmv‡qi Aw¯—Z¡ wecbœ n‡Zv| GQvov e›UbKvix‡ì g‡a¨ mgš^q mvab I cÖwZ‡hvwM‡ì
wbqš¿‡Yi gva¨‡g evRviRvZKiY myô evwYwR¨K cwi‡ek eRvq ivL‡Q|
11| evRviRvZKiY I mvgvwRK Kj¨vY (Marketing and social weffare) : evRviRvZKiY Zvi
wewfbœ cÖKvi Kvh©µ‡gi gva¨‡g mgv‡Ri Kj¨vY mvab Ki‡Q| mgv‡R cÖ‡qvRbxq cY¨ mieivn wewfbœ
mgvwRK Kvh©µ‡g mwµq fv‡e AskMÖnY †`‡ki wewfbœ Riyix Ae¯’v †gvKv‡ejv BZ¨vwì gva¨‡g mvgvwRK
Kj¨vY mvab Ki‡Q| GQvov wewfbœ cÖKvi aviYv cÖPv‡ii gva¨‡g gvby‡li MYm‡PZbv m„wó Ki‡Q|
12| RxebhvÎvi gv‡bvbœqb (Improve standard of living) : gvby‡li Rxebavi‡bi Rb¨ †gŠwjK
Pvwn`v mg~n c~iY Ki‡Q gv‡K©wUs| †h †`‡k gvby‡li Pvwn`v¸‡jv hZ‡ekx cwigv‡Y DbœZgv‡bi cY¨ I †mev
Øviv c~iY Kiv n‡e †mB †`‡ki RbM‡Yi RxebhvÎvi gvb ZZ †ekx DbœZ n‡e| evRviRvZKiY cÖwZwbqZ
bZzb bZzb cY¨ Ges DbœZ gv‡bi cY¨ Ges Pvwn`v Abyhvqx cY¨ mieivn K‡i gvby‡li RxebhvÎvi gvb
e„w×‡Z mnvqZv Ki‡Q|
BDwbU GK c„ôv-10
evRviRvZKiY Kvh©vewj (Functions of Marketing)

mvaviY fv‡e evRviRvZKiY Kvh©vewj ej‡Z Drcv`‡Ki wbKU †_‡K `ªe¨ mvgMÖx †fv³vi wbKU †cŠu‡Q
†`qv‡K eySvq| evRviRvZKiY Kvh©vewji cÖavb j¶¨ n‡jv eënvi Dc‡hvMx cY¨ eënviKvixi wbKU
†cŠu‡Q †`qv| Avm‡j Gi Av‡M Ges c‡iI evRviRvZKi‡Yi wKQy KvR i‡q‡Q| G cÖm‡½ Events &
Berman e‡jb, Basic marketing functions range from envronmental analysis to
marketing management. evRviRvZKi‡Yi Kvh©vewjmg~n wb‡æ Av‡jvPbv Kiv n‡jvt
1| Drcv`b c~e© Kvh©vewj (Functions before production) : cY¨ eÈb KvR Avi¤¢ Kivi c~‡e©
evRviRvZKiY c×wZ‡Z wKQy KvR Ki‡Z nq| GB KvR¸‡jv‡K Drcv`b c~e© evRviRvZKiY Kvh©vewj ejv
nq| GB Kvh©vewji ¸iyZ¡cyY© welqmg~n n‡jv-
K) evRviRvZKiY cwi‡ek we‡k- lY (Marketing environment analysis) : evRviRvZKi‡Yi
wKQy wbqš¿Y‡hvM¨ Ges wKQy Awbqš¿Y‡hvM¨ Dcv`vb i‡q‡Q| evRviRvZKiY Zvi e¨w÷K Ges mgwóK
cwi‡ek Øviv cÖfvweZ n‡q _v‡K| G‡ì cÖv_wgKfv‡e ch©v‡jvPbv Kiv evRviRvZKi‡Yi GKwU
Ab¨Zg cÖavb KvR|
L) ‡fv³v we‡kølY (Consumer analysis): ‡fv³v‡ì bvbvwea welq †hgb †fv³vi êwkó¨, evRvi
wefw³KiY, Uv‡M©U †µZv, evRvi we‡kølY, evRvi Ae¯’vb BZ¨vw` welq †fv³v we‡køl‡Yi AšÍf~©³|
cY¨ evRviRvZKi‡Yi c~‡e© GB mKj we‡kølY cÖ‡qvRb Ab¨_vq evRv‡i mdjZv jvf Kiv hvq bv|
M) A_©ms¯’vb (Financing): evRviRvZKiY Kvh©vewj m¤úv`‡bi Rb¨ A_© ms¯’vb cÖ‡qvRb| Drcv`b
†_‡K ïiy K‡i †fv³vi wbKU cY¨ †cŠQv‡bvi Rb¨ cÖPzi A‡_©i cÖ‡qvRb nq| †hgb: gRyix, †eZb,
fvov, exgv, Ges Ki cÖ`vb BZ¨vw` Kvh©vewj A_©ms¯’vb e¨ZxZ m¤úv`b m¤¢e bq| ZvB A_©ms¯’vbI
GKwU ¸iyZ¡c~Y© KvR|
N) cY¨ cwiKíbv (Product planning): c‡Yï Dci mgMÖ evRviRvZKi‡Yi mv_©KZv wbf©i K‡i| wK
cY¨, Kv‡ì Rb¨, wK cwigvb BZ¨vw` cY¨ cwiKíbvi g~j welq| ZvB GB¸wji h_vh_ we‡kølY
cÖ‡qvRb Ges †mB fv‡e cY¨ cwiKíbv cÖbqb Ki‡Z n‡e|
O) µq (Purchasing) : µq evRviRvZKi‡Yi Ab¨Zg cÖavb KvR| cÖ‡qvR‡bi Dci wfwË K‡i µh
KvR m¤úvw`Z nq| ZvB µ‡qi c~‡e© cÖwZôv‡bi eë¯’vcK‡K c‡Yï Pvwn`v Ges mwVK mieiv‡ni
Drm wbe©vPb Ki‡Z nq| µq Kv‡h© cÖavb we‡eP¨ welq n‡jv, †µZviv wK Pvq, KZ cwigvb Pvq Ges
†Kvb mg‡qi g‡a¨ Pvq?
P) evRviRvZKiY cwiKíbv (Marketing planning): evRviRvZKiY D‡Ïk¨ AR©‡bi Rb¨
evRviRvZKiY wbe©vnx‡K evRviRvZKiY †cÖvMÖvgmg~n‡K mgš^q Ki‡Z nq| cY¨, g~j¨ eÈb Ges
cÖmv‡ii g‡a¨ mgš^q Ki‡Z n‡e| weÁvc‡bi mv‡_ eÈ‡bi A_ev c‡Yï g~‡jï mv‡_ c‡Yï ¸bMZ
gv‡bi mgš^q Ki‡Z n‡e| G¸‡jv mwVK fv‡e Ki‡Z bv cvi‡j evRviRvZKiY D‡Ïk¨ AR©b A‡bKUv
`yiƒn n‡q co‡e|
2| Drcv`b cieZx© Kvh©vewj (Functions after production)
cY¨ Drcv`‡bi ci evRviRvZKi‡Yi ¸iyZ¡c~Y© KvRmg~n Aviv¤¢ nq| GB KvR¸‡jvi h_vh_ fv‡e m¤úv`b
Ki‡Z bv cvi‡j †Kvb cÖwZôvb evRv‡i Zvi Ae¯’vb a‡i ivL‡Z cvi‡e bv| GB ¯Í‡ii ¸iyZ¡cyY© KvR¸‡jv
n‡jvt
K) gvb wba©viY (Standardization) : GKwU cY¨ `ª‡eï †gŠwjK ¸Yvejxi wfwË‡Z web¨¯— Kivi
cÖwµqv‡K gvb wba©viY e‡j| Avjyi wPcm& ˆZix Kivi Rb¨ wZb ai‡bi Avjyi gvb wba©viY Kiv hvq|
†hgb †QvU Avjy, eo Avjy Ges ga¨g Avjy| †QvU, eo Ges ga¨g n‡jv wZbwU gvb|
BDwbU GK c„ôv-11
weweGm †cÖvMÖvg
L) ‡MÖwWs (Grading): c‡Yï gvb Abyhvqx cybivq wefvRb K‡i cY¨‡K mvRv‡bv‡K †MÖwWs A_ev
†kªYxe×KiY e‡j| gvb wba©viY Kiv hvq wewfbœ wfwË‡Z †hgb is, MÜ, NbZ¡, MVb, ¯^v` BZ¨vw`|
†MÖwWs Gi mgq GB ¸wj‡K wfwË K‡iB KvR Ki‡Z nq|
M) cwienY (Transportation): eÈb msµvš— Kvh©vewji g‡a¨ cwienY Ab¨Zg| cwienY c‡Yï
¯’vbMZ Dc‡hvM m„wó K‡i| Avm‡j cwienY c‡Yï Drcv`b ¯’vb Ges †fv‡Mi ¯’v‡bi g‡a¨ †mZzeÜb
wnmv‡e KvR K‡i| cwienY eë¯’vi DbœwZi d‡j Drcv`‡b we‡klvqb, kªgwefvRb I e„n`vqZb
Drcv`b m¤¢e n‡q‡Q|
N) ¸`vgRvZKiY (Warehousing): ¸`vgRvZKi‡Yi gva¨‡g cY¨ `ª‡eï mgqMZ Dc‡hvM m„wó Kiv
nq| Pvwn`v I †hvMv‡bi mv‡_ Ges GK †gŠmy‡gi cY¨ Ab¨ †gŠmy‡g †fvM Kivi †¶‡Î ¸`vgRvZKiY
mnvqZv K‡i _v‡K| Drcv`b Ges †fv‡Mi gaëZx© cY¨ msi¶‡Y ¸`vgRvZKiY ¸iyZ¡c~Y© f~wgKv
cvjb K‡i _v‡K|
O) eªvwÛs (Branding): c‡Yï bvgKiY Kiv, bvg‡K RbwcÖq Kiv I bv‡gi cÖmvi NUv‡bv‡K eªvwÛs e‡j|
c‡Yï Rb¨ me‡P‡q ¸iyZ¡c~Y© n‡jv eÖvwÛs| hw` eªvwÛs‡K RbwcÖq K‡i †Zvjv hvq Z‡e GKwU cÖwZôvb
AwZ mn‡RB cÖwZôv jvf Ki‡Z cv‡i|
P) c¨v‡KwRs (Packaging): cY¨ mgvMÖx mn‡R enY‡hvM¨ Ges AvKl©bxq Kivi Rb¨ †gvoKxKiY cÖ‡qvRb
nq| Gi c‡i c‡Yï ¸bMZ gvb evRv‡i ivLv hvq Ges Pvwn`v e„w× cvq| c‡Yï gvb wba©viY Ges
†kªYxKi‡Yi mv‡_ †gvoKxKiY RwoZ| cY¨ n¯ÍvšÍ‡ii mgq †gvoKxKiY we‡kl f~wgKv iv‡L|
Q) g~j¨ wba©viY I cwieZ©b (Determining price and change) : evRviRvZKi‡Yi Ab¨Z¡g ¸iyZ¡c~Y©
welq n‡jv g~j¨ wba©viY| †µZv‡ì µq ¶gZv Ges cÖwZôv‡bi Kvw•LZ gybvdv AR©b‡K GKB mv‡_
mgš^q Kiv evRviRvZKiY wbe©vnxi Rb¨ LyeB Kómva¨ e¨vcvi n‡q ùvovq| cÖwZ‡hvwM‡ì gv‡S
Ae¯’vb K‡i †mB fv‡e g~j¨ wba©viY Ges cwieZ©b Ki‡Z nq|
R) evRviRvZKiY cÖmvi (Marketing promotion): c‡Yï msev` †fv³v‡ì wbKU h_v mg‡q
†cŠQv‡Z n‡e| GB Rb¨ evRviRvZKiY eë¯’vcbvq bvbvwea †KŠkj i‡q‡Q| weÁvcb, weµwqKZv,
weµq cÖmvi, cvewjwmwU, mivmwi evRviRvZKiY A_ev B›Uvi‡b‡Ui gva¨‡g cY¨ Z_¨ †fv³v‡ì
wbKU †cŠuQv‡bv hvq| mwVK weÁvb GKwU cÖwZôvb‡K mdjZv G‡b w`‡Z cv‡i|
S) eÈb cÖYvjx wbe©vPb (Selecting distribution channel) : Drcv`bKvixi wbKU †_‡K cY¨ wKfv‡e
†fv³v‡ì nv‡Z †cŠuQv‡e Zv wb‡q evRviRvZKiY wbe©vnx‡K wPšÍvfvebv Ki‡Z nh| GLv‡b cÖYvjx
wbe©vPb, ga¨¯ÍKvievix, mieivnKvix BZ¨vw` wel‡qi wm×všÍ LyeB ¸iyZ¡c~Y©| e›UbKvwi‡ì
mn‡hvwMZvi Dci evRviRvZKi‡Yi mdjZv A‡bKvs‡k wbf©ikxj|
T) SuywK MÖnY (Risk taking): evRviRvZKi‡Y wewfbœ ai‡bi AwbðqZv i‡q‡Q Ges †m¸wj †_‡K SuywKi
m„wó n‡q _v‡K| mgqMZ, ¯’vbMZ, g~j¨ n«vm-e„w×, AvBbMZ BZ¨vw` SuywKi m„wó Ki‡Z cv‡i|
evRviRvZKiY GB mKi SuywKi †gvKv‡ejv K‡i _v‡K| cY¨ Drcv`b †_‡K †fv³v mš‘wó ch©š—
hZcÖKvi SuywK i‡q‡Q evRviRvZKiY Zv enb K‡i|
P) weµq (Selling): evRviRvZKi‡Yi me©v‡c¶v ¸iyZ¡c~Y© KvR n‡jv weµq| weµ‡qi cwigv‡bi Dci
cÖwZôv‡bi gybvdv wbf©i K‡i| d‡j weµ‡qi gva¨‡g cY¨ ¯^Z¡ n¯ÍvšÍi Ki‡jB P‡j bv †mB mv‡_ cY¨
cwiKíbvi Dbœqb, Pvwn`v m„wó, †µZv m„wó, weµ‡qi kZ©vejx wba©viY BZ¨vw` Kvh©vewj m¤úv`‡bi
cÖ‡qvRb nq|
BDwbU GK c„ôv-12
3| weµ‡qi cieZx© Kvh©vewj (Function after sale)

cY¨ weµq Ki‡jB evRviRvZKi‡Yi KvR mgvß nq bv| cY¨ weµ‡qi ciI evRviRvZKi‡Yi A‡bK KvR
_v‡K| weµq cieZx© Kvh©vewjmg~n wb‡æ Av‡jvPbv Kiv n‡jv|
K) weµ‡qvË †mev (After sell services): c‡Yï aiY Abyhvqx weµ‡qvËi †mev †Ìqv cÖ‡qvRb| †h
c‡Yï Rb¨ M¨vivw›U I Iqv‡iw›U i‡q‡Q Zv mgqgZ cwi‡kva Kiv, cY¨ †cŠu‡Q †`qv, A_ev mgq gZ
†givgZ Kiv BZ¨vw` KvR¸‡jv mgqgZ Kiv evRviRvZKi‡Yi Kv‡Ri AvIZvf~³|
L) †fv³vi mš‘wó cwigvc (Measuring customer satisfaction): cY¨ m¤ú‡K© †fv³v‡ì gZvgZ Kx
†mUv Rvbv cÖ‡qvRb| KviY †fv³v‡ì a‡i ivLvi Rb¨ Zv‡ì Pvwn`v, Zv‡ì Awf‡hvM Ges cY¨
m¤ú‡K© Zv‡ì gZvgZ‡K g~j¨vqY Ki‡Z n‡e Ges †mB fv‡e evRviRvZKiY †cÖvMÖvgmg~n cwieZ©b
A_ev mgš^q Ki‡Z n‡e|
M) bZzb cY¨ Dbœqb (New product development): cY¨ Drcv`‡bi ci evRvi cÖwZ‡hvwMZvi K_v
wPšÍv Ki‡Z nq| bZzb cY¨ Adv‡ii gva¨‡g cÖwZ‡hvMxiv evRvi `Lj Ki‡Z cv‡i| ZvB c‡Yï bZzb
eënvi, c‡Yï Dbœqb Ges cY¨ eënv‡i †µZv‡ì D™¢y× Kiv evRviRvZKi‡Yi GKwU ¸iyZ¡c~Y© KvR|
N) evRviRvZKiY wbqš¿Y (Marketing control) : cwiKíbv Abyhvqx evRviRvZKi‡Yi mKj welq
m¤úvw`Z n‡”Q wKbv †mUv ch©‡e¶Y Kiv ìKvi| cwiKíbv Abyhvqx AwZwi³ Drcv`b Ges weµq
†hgb wVK bq †Zgwb Kg Drcv`b Ges weµq hZv_© bq| cÖ‡qvRb n‡jv Kvg¨ Drcv`b Ges weµq|
Avi †mB Kvi‡Y evRviKvZKiY wbqš¿‡Yi gva¨‡g evRviRvZKi‡Yi †cÖvMÖvgmg~n Kvg¨ Ae¯’vq ivLv
hvq|
cvV-ms‡¶c
• AwaK cY¨ Drcv`‡bi Gi gva¨‡g evRviRvZKiY e„n`vqZb Drcv`‡b mvnvh¨ Ki‡Q|
• evRviRvZKiY me©`v evRv‡ii bZzb bZzb cY¨ mieivn Ki‡Q Ges cY¨ Dbœq‡b e¨¯Í _vK‡Q|
• mgv‡R †fv³v‡ì Pvwn`v, iywP, Avq Abyhvqx cY¨ `ªe¨ mieivn Ki‡Q|
• evRviRvZKvixiv Pvwn`v I †hvMv‡bi g‡a¨ mgš^q mvab K‡i A_©bxwZ‡Z w¯’wZkxjZv wb‡q Avm‡Q|
• eëmv‡qi †¶‡Î †h mKj SuywKi m„wó nq evRviRvZKi‡Yi gva¨‡g †mB SzuwK ¸wj n«vm Kiv m¤¢eci
nq|
• `¶ evRviRvZKi‡Yi gva¨‡g we‡`‡ki evRv‡i e¨vcK Pvwn`vi m„wó nq Ges Avš&&ÍR©vwZK evwY‡Rï
cÖmvi N‡U|
• †fv³v‡ì Pvwn`v Abyhvqx hLb, †hLv‡b †hfv‡e †fv³viv cY¨wU †c‡Z Pvq †mBfv‡e cY¨wU eÈ‡bi
eë¯’v Kiv nq|
• †h †`‡ki evRviRvZKiY eë¯’v hZ †ewk `¶ n‡e †mB †`‡ki A_©‰bwZK DbœqZbI ZZ‡ewk
Z¡ivwš^Z n‡e|
• evRviRvZKiY mv¤cÖmvi‡Yi mv‡_ mv‡_ bZzb bZzb Kg©‡¶Î ˆZix nq hv e¨cK Kg©ms¯’v‡bi m„wó K‡i
_v‡K| evRviRvZKiY gvby‡li cÖ‡qvRbxq mKj welq mieivn K‡i Zv‡ì RxebhvÎvi gvb Dbœqb
Ki‡Q|
• Drcv`‡bi c~‡e© evRviRvZKi‡Y cwi‡ek, †fv³v, cY¨ we‡kølY Ki‡Z nq|
• A_©-ms¯’vb, µq Ges cwiKíbv cY¨ Drcv`‡bi c~‡e©B evRviRvZKi‡Yi GB KvR¸wj m¤úv`b Ki‡Z
nq|
• gvb wba©viY, †kªwbe×KiY, ¸`vgRvZKiY, eªvwÛs, c¨v‡KwRs †j‡ejKiY, g~j¨ wba©viY, cÖmvi, SuywK
MÖnY, weµq evRviRvZKi‡Yi †gŠwjK KvR|
• cY¨ weµ‡qi ci evRviRvZKi‡Yi wKQy Kh©vewj i‡q‡Q †hgbt weµ‡qvËi †mev, †fv³vi mš‘wó
cwigvc, bZzb cY¨ Dbœqb I evRviRvZKiY wbqš¿Y|
BDwbU GK c„ôv-13
weweGm †cÖvMÖvg
cv‡VvËi g~j¨vqb
mwVK DËiwU‡Z wUK () wPý w`b-
1| ‡Kvb&wU weµ‡qi KvR bq-
K) †µZv AbymÜvb L) g~j¨ w¯’iKiY
M) weµq kZ©vejx wba©viY N) c‡Yï gvb wba©viY
2| evRviRvZKi‡Yi Drcv`b c~e© KvR †Kvb&wU?
K) †fv³ we‡kølY L) gvb wba©viY
M) ¸`vgRvZKiY N) eªvwÛs
3| evRviRvZKi‡bi Drcv`‡bi cieZx© KvR †Kvb&wU?
K) cwiKíbv L) cwieniY
M) µq N) cY¨ cwiKíbv
4| ‡Kvb&wU weµ‡qi cieZx© evRviRvZKiY KvR bq?
K) †fv³vi mš‘wó cwigvc L) bZzb cY¨ Dbœqb
M) evRviRvZKiY wbqš¿Y N) c„_KxKiY
5| evRviRvZKi‡Yi gva¨‡g †Kvb& Dc‡hvM m„wó nq bv?
K) fvegywZ©MZ L) ¯’vbMZ
M) Kg©MZ N) Z_¨MZ
6| ÒevRviRvZKiY RxebhvÎvi gvb Dbœqb K‡iÓ Kvi Dw³?
K) cj gRyi L wcUvi AvBfvb
M) wdwjc KUjvi M) DBwjqvg ÷vbUb
7| evRviRvZKi‡Yi Kvh©vewj Aviv¤¢ nq-
K) Drcv`‡bi c~‡e© †_‡K L) Drcv`‡bi c‡i
M) weµ‡qi c‡i N) Dc‡ii 3wU ¯Íi †_‡K|
BDwbU GK c„ôv-14
evRviRvZKiY eë¯’vcbvi `k©bmg~n

(Marketing Management Philosophies)
D‡Ïk¨
evRviRvZKi‡Yi gZev`mg~n Kx Zv ej‡Z cvi‡eb
wewfbœ cÖKvi evRviRvZKiY gZev` m¤ú‡K© Rvb‡Z I we‡kølY Ki‡Z cvi‡eb|
cÖ‡Z¨K cÖKvi evRviRvZKiY gZev` e¨vL¨v Ki‡Z cvi‡eb|
evsjv‡`‡k eZ©gv‡b evRviRvZKiY gZev‡ì Ae¯’v wbY©q Ki‡Z cvi‡eb|
wewfbœ cÖKvi evRviRvZKiY gZev`mg~‡ni Zzjbvg~jK we‡kølY Ki‡Z cvi‡eb|
evRviRvZKiY eë¯’vcbvi `k©bmg~n (Marketing Management Philosophies)

evRviRvZKiY gZev` n‡jv GKwU eëmvwqK `k©b| GB `k©b GKwU cÖwZôvwbK wPšÍvaviv, GKwU †gŠwjK
Kvievi `k©b hv hy‡M hy‡M cwieZ©bkxj| 1960 Gi `k‡K evRviRvZKi‡Yi †h `k©b wQj eZ©gv‡b
evRviRvZKiY `k©b m¤ú~Y© cwieZ©b n‡q ‡M‡Q| wewfbœ cÖwZôv‡Yi wewfbœ ai‡Yi `k©b _vK‡Z cv‡i|
evRviRvZKiY Kvh©µg m¤úv`b Kivi †¶‡Î †h `k©b, wbqgbxwZ, myÎ ev ZZ¡ AbymiY Kiv nq Zv‡K H
cÖwZôv‡bi evRviRvZKiY `k©b e‡j| cÖwZôvb¸‡jv evRviRvZKiY Kvh©ewj cwiPvjbvi c_ wb‡`©kbv
wn‡m‡e wb‡gœv³ gZev‡ì †h †Kvb GKwU Abymib Ki‡Z cv‡i|
1| Drcv`b gZev` (The production concept)t Drcv`b gZev` evRviRvZKi‡Yi me‡P‡q cyivZb
gZev`| 1860 mvj †_‡K 1920 mvj ch©š— AwaKvsk cÖwZôvb GB gZev` AbykiY KiZ| GB gZev‡ì
g~j K_v n‡jv †µZviv Ggb me cY¨ cQ›` Ges µq Ki‡e hvi †hvMb ch©vß Ges hv ‡µZvi
µq¶gZvaxb| mvavišÍ †h A_©bxwZ‡Z Pvwn`vi Zzjbvq †hvMvb A‡bK Kg hv‡K †mLv‡b GB gZev`
cÖ‡hvR¨| GLv‡b a‡i †bqv nq evRv‡i ‡µZviv cY¨wU µq Kivi Rb¨ cÖ¯‘Z i‡q‡Q| ZvB eë¯’vcbvi KvR
n‡”Q Drcv`‡bi cÖwZ bRi †Ìqv Ges `¶ eÈb eë¯’v wbwðZ Kiv| GLv‡b c‡Yï g~j¨ †fv³v ev †µZvi
µq ¶gZvi g‡a¨ ivLv| mvavišÍ †mev`vbKvix cÖwZôvbmg~n GB gZev` Abymib K‡i _v‡K| GB gZev‡ì
cÖavY Amyweav n‡jv GLv‡b †fv³vi mš‘wói welqwU D‡c¶v Kiv nq Ges c‡Yï ¸bMZ gv‡bi cÖwZ †Zgb
`„wó †`qv nq bv| Ab¨w`‡K GB gZev` c~Y© cÖwZ‡hvwMZvg~jK evRv‡i Kvh©Ki bq|
2| cY¨ gZev` (The product concept)t cY¨ gZev`wUI †µZv‡ì cwiPvwjZ Kivi Av‡iKwU
Ab¨Zg gZev` Ges we‡µZv‡ì‡K wb‡`©kbv `vbKvix GKwU cyivZb aviYv| GB gZev‡` g‡b Kiv nq †h,
†fv³viv H mKj cY¨‡K cQ›` Ki‡e †h¸‡jvi ¸bMZgvb DbœZ, Kvh©Ki I we‡kl êwkó¨ m¤úbœ| cY¨
gZev` Abyhvqx cY¨ hw` fvjfv‡e ˆZix Kiv nq Z‡e †µZviv Aek¨B †mB cY¨ µq Ki‡e| GB †¶‡Î
eë¯’vcK c‡Yï µgvMZfv‡e c‡Yï gvb Dbœq‡bi w`‡K `„wó w`‡q _v‡K| †µZv‡ì cÖ‡qvRb Abyhvqx cY¨
Drcv`‡bi cwie‡Z© c‡Yï wewfbœ êwk‡óï cÖwZ AwaK ¸iyZ¡ †`qv nq| †µZv‡ì wbKU cY¨wU AvK©lbxq
Kivi Rb¨ c‡Yï wWRvBb, †gvoK, eÈb BZ¨vwì g‡a¨ mgš^q Kiv nq| †i÷z‡i›U, dvódzW, †nv‡Uj,
wK¬wbK, Kzwiqvi mvwf©m, cwienb BZ¨vwì ‡¶‡Î GB gZev` AZ¨šÍ Kvh©Kix nq| d‡j evRviRvZKix‡ì
`vwqZ¡ n‡”Q c‡Yï µgvMZ gvb Dbœqb Kiv| GLv‡b †fv³v‡ì Pvwn`v, `„wó, cQ›` Lye GKUv we‡ePbv Kiv
nq bv| GB gZev`wU c~Y© cÖwZ‡hvwMZvg~jK evRv‡i Kvh©Ki nq bv| GLv‡b g‡b Kiv nq fvj cY¨ gv‡b
†µZviv µq Ki‡e| GB aviYvwU me©`v MÖnY‡hvM¨ bq|
BDwbU GK c„ôv-15
weweGm †cÖvMÖvg
3| weµq gZev` (The selling concept)t 1920 †_‡K 1950 mvj ch©šÍ mgqKvj‡K weµq gZev‡ì
Kvj ejv n‡q _v‡K| GB gZev‡ì g~j K_v n‡jv AwaK weµ‡qi gva¨‡g AwaK jvf Kiv| cY¨ weµq
e„w×i j‡¶ †µZv‡K cÖ‡ivwPZ K‡i ev AY¨ †h ‡Kvb c×wZ Aej¤^b K‡i cY¨ weµq Kiv| AwaK weµ‡qi
gva¨‡g AwaK gybvdv AR©b GB D‡`‡k¨ wb‡q cY¨ evRviRvZ Kiv nq| GB gZev‡` a‡i †bqv nq cÖwZôvb
e¨vcK gvÎvq weµq I cÖ‡gvk‡bi †Póv MÖnY bv Ki‡j †fv³viv cY¨ µq Ki‡e bv| welqwU wb‡gœi wPÎ
gva¨‡g †`Lv‡bv n‡jvt
cÖviw¤¢K ¸i“Z¡v‡ivc Dcvq djvdj
we›`y
KviLvbv eZ©gvb cY¨ weµq I weµq e„w×i gva¨‡g
cÖ‡gvkb gybvdv AR©b
weµq gZev`
wPÎ t weµq gZev`

Source: Philip Kotler, Marketing Management, 11th Edition, Prentice Hall of India, 2004, P-20
mvaviYZ Ajw¶Z c‡Yï evRviRvZKi‡Y GB gZev‡ì cÖ‡qvM †`Lv hvq| Agybvdv‡fvM cÖwZôvb¸‡jv GB
gZev` AbymiY K‡i _v‡K| ivR‰bwZK `j¸‡jv Zv‡ì cÖv_©x‡ì MÖnY‡hvM¨Zv e„w×i Rb¨ GB gZev‡ì
Avkªq wb‡q _v‡K| GB gZev‡` †fv³vi mš‘wói w`KwU we‡ePbv Kiv nq bv| GB gZev` `xN©‡gqv‡` †Kvb
g‡ZB Kvh©Kix nq bv Z‡e ¯^í †gqv‡` wKQyUv f~wgKv ivL‡Z mnvqZv K‡i| eë¯’vcKMb GB gZev`
Abyhvqx e¨vcK cÖmvig~jK Kvh©µg MÖnY K‡i _v‡K Ges `¶ I AfxÁ weµq evwnbx M‡o †Zv‡j|
4) evRviRvZKiY gZev` (The marketings concept)
1950 mv‡ji w`‡K GB gZev‡ì D™¢e N‡U| GLv‡b †µZv‡ì me‡P‡q †ewk ¸iyZ¡cÖ`vb Kiv nq| GB
gZev‡ì cÖavb †køvMvb n‡jv Concumer is the king A_©vr †µZvB ivRv| GB gZev‡ì g~j K_v n‡jv
†fv³v‡ì cÖ‡qvRb Ges Pvwn`v Ly‡R †ei Kiv Ges †mB Abyhvqx cY¨ mieivn Kiv| GLv‡b cÖwZ‡hvMx‡ì
Zzjbvq AwaKZi Kvh©Ki fv‡e cY¨ mieivnK…Z Kiv nq Ges †fv³v mš‘wói gva¨‡g cÖwZôv‡bi j¶ AR©b
Kiv nq| evRviRvZKiY gZev` 4 wU m~‡Îi Dci cÖwZwôZ| wb‡gœ wP‡Îi evRviRvZKiY gZev‡ì
wfwËmg~n Dc¯’vcb Kiv n‡jv|
Aviv¤¢ ¸i“Z¡v‡ivc Dcvq djvd j
AZxó ‡µ Zvi mgwš^Z †µ Zvi mš‘wói gva¨‡g
evRvi cÖ‡ qvRb evRviRvZKiY gyb vd v AR©b
wPÎ t evRviRvZKiY gZev`

Source: Philip Kotler, Marketing Management, 11th Edition, Prentice Hall of India, 2004, P-20
K) Afxó evRvi (Target market) t GKwU †Kv¤úvwbi c‡¶ evRv‡ii mKj †µZv‡ì Rb¨ cY¨
Drcv`b Kiv m¤¢eci bq| cY¨wUi AvmKj †µZv Kviv, Zv‡ì msL¨v KZ, Zviv †Kv_vq Ae¯’vb
Ki‡Q BZ¨vw` welq¸wj ‡`L‡Z nq| Bs‡iwR ˆ`wbK cwÎKvi MÖvnK mvaviY fv‡e †`‡ki mKj wkw¶Z
gvbyl‡K ejv †h‡Z cv‡i| wKš‘ GUv wVK bq| mvaviš— GKRvZxq we‡kl †kªYxi gvbyl GB cwÎKvi
cvVK| ZvB †mB †kªYx‡K cÖ_‡g Uv‡M©U Ki‡Z n‡e|
L) †µZvi cÖ‡qvRb (Customer needs) t †h Uv‡M©U evRvi wVK Kiv n‡jv †mB evRv‡ii cÖ‡qvRb,
Afve, Pvwn`v, wPwýZ Ki‡Z n‡e Ges †mB Abyhvqx cY¨ cwiKíbv, g~j¨ I cÖmvig~jK Kvh©µg
BZ¨vw` MÖnY Kiv| GLv‡b †fv³v‡ì cQ‡›ì I AvMÖ‡ni welqwU me‡P‡q ¸iyZ¡ †c‡q _v‡K| c‡Yï
†µZviv hw` mvaviY cY¨ Kg g~j¨ †c‡Z Pvq Z‡e Zv‡ì‡K Kg g~‡jï cY¨ mieivn Ki‡Z n‡e|
BDwbU GK c„ôv-16
M) mgwš^Z evRviRvZKiY (Integrated marketing) t evRviRvZKiY †h †gŠwjK welq¸‡jv i‡q‡Q

Zv‡ì g‡a¨ mgš^q mvab| mvavišÍ evRviRvZKiY wgkª‡Yi g‡a¨ mgš^q Kiv n‡jv mgwš^Z
evRviRvZKi‡Yi cÖavb KvR| c‡Yï mv‡_ †hb g~j¨, eÈb Ges cÖPv‡ii cvi¯úwiK mgš^q _v‡K|
weÁvc‡b ejv n‡jv GK ai‡Yi K_v wKš‘ Gi mv‡_ g~j¨ ev eÈ‡bi wgj bvB| ZvB evRviRvZKiY
wgkª‡Yi Dcv`bmg~‡ni g‡a¨ myô mgš^q Ki‡Z n‡e|
N) †µZvi mš‘wó Ges gybvdv (Customer satisfaction & profit) t eZ©gvb Ges fwel¨Z †µZv‡K
mš‘wó ivLvi DciB cÖwZôv‡bi ¯’vwqZ¡ I mdjZv wbf©ikxj| †fv³viv ZvB evRvi ‡_‡K µwUgy³ cY¨
†c‡Z Pvq| Ab¨w`‡K mewKQ~i Dc‡i cÖwZôvb‡K wU‡K _vK‡Z n‡j gybvdv AR©b Ki‡Z n‡e| ZvB
GLv‡b †Póv Kiv nh †fv³v‡ì mš‘wó weav‡bi gva¨‡g gybvdv AR©b Kiv|
ZvB evRviRvZKiY eë¯’vcKMb GB gZev‡ì AvIZvq †fv³v Afxó evRvi wPwýZ K‡i Zv‡ì cÖ‡qvRb
I Pvwn`vi cÖK…wZ wbY©q K‡i Ges mgwš^Z evRviRvZKi‡Yi I †fv³v mš‘wói gva¨‡g gybvdv AR©b K‡i|
GLv‡b `yBwU welq j¶¨bxq, cÖZgZ, †fv³v‡ì Pvwn`v cwigvc Kiv LyeB KóKi Ges GKRb †µZv‡K
mš‘wó Kivi †Kvb mxgv‡iLv †bB Ab¨w`‡K GB gZev‡` mvgvwRK `vwq‡Z¡i welqwU D‡cw¶Z n‡q‡Q|
5| mvgvwRK `„wóf½x m¤úbœ evRviRvZKiY gZev` (The Societal marketing concept) t D‡jøwLZ
gZev` mg~‡n `yBwU cY¨ wb‡q Av‡jvPbv Kiv n‡q‡Q †µZv I we‡µZv| GB gZev‡` mgv‡Ri cÖwZ
evRviRvZKi‡Yi `vq-`vwq‡Z¡i K_v cÖ_gev‡ii gZ D‡jøL Kiv nq| mgv‡Ri RbM‡Yi `xN©‡gqvw` Kj¨vY
I ¯^v‡_©i cÖwZ j¶¨ †i‡L †fv³v‡ì mš‘wó AR©‡bi Rb¨ evRviRvZKiY Kvh©µg cwiPvjbv‡K GLv‡b
mgv‡Ri Rb¨ AcÖ‡qvRbxq I ¶wZKi aviYv ev Af¨vmmg~n eR©b Kiv nq| 1970 mv‡ji ci †_‡K GB
gZev‡ì m~Pbv nh| wb‡gœ wP‡Îi mvnvh¨ welqwUi e¨vL¨v cÖ`vb Kiv n‡jvt
mgvR
gvbe Kj¨¨vY
mvgvwRK
`„wóf½x m¤úbœ
evRviRvZKiY
gZev`
‡fv³v ‡Kv¤úvwb (gybvdv)
Afv‡ei mš‘wó
wPÎ t mvgvwRK `„wóf½x m¤úbœ evRviRvZKiY gZev`
Source: P. Kotler & G. Armstrong, Principles of Marketing Prentice Hell of India, 2001. P-11
GB gZev‡` cÖavbZ wZbwU welq we‡ePbv Kiv nq, †hgb †Kv¤úvwbi gybvdv, †fv³vi mš‘wó Ges RbM‡bi
¯^v_© msi¶Y| †fv³v I mgv‡Ri mv‡_ mym¤úK© ¯’vcb K‡i wbwe©‡Nœ evRviRvZKiY Kg©KvÛ m¤úv`‡bi
D‡`‡k¨ eZ©gv‡b AwaKvsk eëmvqx I Aeëmvqx cÖwZôvb¸‡jv G gZev` AbymiY K‡i P‡j‡Q| A‡bK
†Kv¤úvwb wewfbœ cÖKvi mvgvwRK Kg©Kv‡Û AskMÖnY Ki‡Q| cwi‡ekMZ mgm¨v, A_©‰bwZK mgm¨v,
mvgvwRK mgm¨v BZ¨vw` `yi Kivi Rb¨ †Kv¤úvwb¸‡jv ¸iyZ¡c~Y© f~wgKv ivL‡Q|
6| nwjw÷K evRviRvZKiY gZev` (The holistic marketing) t eZ©gv‡b evRviRvZKi‡Yi cwi‡ek
RwUj cÖwZ‡hvwMZv gyjK cwi‡ek Øviv †ewóZ| GKwesk kZvwã‡Z evRviiRvZKiY‡K A‡bK welq bR‡i
ivL‡Z n‡”Q| | mvgwMÖK gZev`mg~‡ni mgš^‡q GKai‡Yi bZzb gZev` cÖwZwóZ n‡q‡Q| GB gZev`‡K
ejv n‡”Q nwjw÷K gZev`| ci¯úi wbf©ikxjZv Ges cÖmviZv we‡ePbvq evRviRvZKiY Kg©m~wP, c×wZ I
BDwbU GK c„ôv-17
weweGm †cÖvMÖvg
Kvh©vejxi Dbœqb, bKkvKiY Ges ev¯Íevq‡bi cÖwZ ¸iyZ¡ Av‡ivc K‡i myôy gZev` n‡”Q nwjw÷K
evRiRvZKiY gZev`| wb‡gœi wP‡Î GB gZev`wU †`Lv‡bv n‡jv|
evRviRvZKiY wmwbqi Ab¨vb¨
wefvM eë¯’vcbv wefvM
‡hvMv‡hvM cY¨ I †mev mg~n
P¨v‡bj
evRviRvZKiY
mgwš^Z evRviRvZKiY
nwjw÷K
evRviRvZKiY
mvgvwRK `vwqZ¡kxj m¤úK© wfwËK

evRviRvZKiY evRviRvZKiY
‰bwZK cwi‡ek AvBbMZ KwgDwbwU MÖvnK

wPÎ t nwjw÷K evRviRvZKiY
Source: Phili P Kotler & Keller, Marketing Management 12th edition,P-18
GB gZev‡` 4wU wel‡qi we‡kl ¸iyZ¡ cÖ`vb Kiv nq|
K) m¤úK© wfwËK evRviRvZKiY (Relationship marketing) t evRviRvZKiY Kvh©µ‡gi mv‡_
A‡bK c¶ mv‡_ `xN© †gqvw` m¤úK© eRvq ivL‡Z nq hv‡Z evRviRvZKi‡Y D‡Ï‡k¨ h_vh_fv‡e
nvwmj Kiv hvq|
L) mgwš^Z evRviRvZKiY (Integrated marketing)t evRviRvZKiY †cÖvMÖvgmg~n‡K Ggb fv‡e
mgš^q Ki‡Z n‡e hv‡Z †fv³vi mš‘wó e„w× Kiv hvq|
M) Af¨š—ixb evRviRvZKiY (Internal marketing) t cÖwZóv‡bi Af¨šÍ‡i †h mKj Kg©xMb KvR
K‡i Zv‡ì mvnvh¨ mn‡hvwMZv I `¶Zv Qvov DbœZ cY¨ I †mev mieivn Kiv m¤¢e bq| ZvB
Af¨šÍixb evRviRvZKi‡Yi Dbœq‡bi w`‡K ¸iyZ¡ cÖ`vb Ki‡Z n‡e|
N) mvgvwRK `vwqZ¡kxj evRviRvZKiY (Socially responsible marketing)t GB gZev` Abyhvqx
evRviRvZKiY †cÖvMÖvg cÖbq‡bi mgq ˆbwZK, AvBbMZ, mvgvwRK, cwi‡ekMZ †cÖ¶vcU we‡ePbvi
cÖwZ we‡kl ¸iyZ¡ †`qv nq|
evsjv‡`‡k evRviRvZKiY gZev‡ì cÖ‡qvM

(Application of marketing concept in Bangladesh)
evsjv‡`‡ki eëmv evwb‡Rï HwZn¨ i‡q‡Q AwZ cyivZb Kvj †_‡KB| GLv‡b mbvZb c×wZi eëmv
evwbR¨ cÖPwjZ i‡q‡Q| AvaywbK we‡k¦i mv‡_ Zvj w`‡q Avgv‡ì eëmv Kvh©µg Pj‡Qbv|
evRviRvZKi‡Yi AvaywbK gZev`mg~n GLv‡bv Avgv‡ì eëmv‡q Abycw¯’Z i‡q‡Q| Avgv‡ì †`‡k GL‡bv
†Kvb †Kvb cÖwZôvb weµq gZev` AbymiY K‡i evRviRvZKiY Kvh©µg Pvwj‡q hv‡”Q| evsjv‡`‡k
AwaKvsk Drcv`bKvix cÖwZôv‡bi m`m¨‡ì evRviRvZKiY gZev` m¤ú‡K© aviYv bvB ej‡jB P‡j|
Avgv‡ì †`‡k evRviRvZKiY `k©b wnmv‡e evRviRvZKiY gZev` cwic~Y© fv‡e cÖ‡qv‡Mi †¶‡Î †ek wKQy
AšÍivq i‡q‡Q|
BDwbU GK c„ôv-18
wb‡gœ wKQy ¸iyZ¡c~Y© Kvi‡Yi K_v D‡jøL Kiv hvq t

1| evsjv‡`‡ki †µZv ev †fv³v‡ì gv_vwcQy Av‡qi cwigvb A‡bK Kg| hviv G‡`‡k D”Pch©v‡q
Kg©iZ i‡h‡Q Zv‡ì Avq we‡ePbvq evRviRvZ KvVv‡gv †mB fv‡e M‡o †Zvjv m¤¢eci nqwb|
2| GLv‡b †`kxq †h mKj cÖwZôvb Drcv`b Kv‡R wb‡qvwRZ Zv‡ì Drcv`b cÖvq †¶‡ÎB mxgve×
AvIZvq nq| eo wkí cÖwZôv‡bi Afv‡ei Rb¨ myôz evRviRvZKiY eë¯’v M‡o D‡Vwb|
3| `¶ evRviRvZKiY eë¯’v M‡o DVvi Rb¨ cÖ_g c~Y© kZ© n‡jv wkw¶Z Ges m‡PZb Rbkw³|
Avgv‡ì †`‡k AwaKvsk RbMb Awkw¶Z Ges cY¨ µq weµq wel‡q m‡PZb bq|
4| ‡fv³v‡ì Pvwn`v Abyhvqx cY¨ mieivn Ges cY¨ Dbœq‡bi Rb¨ evRvi M‡elYv cÖ‡qvRb| Avgv‡ì
†`‡k cÖvq cÖwZôvbB evRvi M‡elYv †_‡K `y‡i _vK‡Q|
5| evRviRvZKiY gZev` cÖwZóvi Rb¨ ìKvi kw³kvjx A_©‰bwZK KvVv‡gv| Avgv‡ì †hvMv‡hvM,
cwienb, ¸`vgRvZKiY BZ¨vw` mbvZb Ges µwUc~Y©|
6| GLv‡b †h wKQy cÖwZôvb `¶ evRviRvZKiY Kivi †Póv Ki‡Q A‡bK mgq Zv‡ì M„nxZ g~j¨,
weÁvcb, eÈb eë¯’v Øviv †µZviv Av¯Ív nvwi‡q †dj‡Q|
7| evRviRvZKiY gZev`mg~n Abyki‡Yi Rb¨ †h mKj cÖv_wgK mv‡c©vU ìKvi †mB¸wji Afve
i‡q‡Q| †hgb `¶ wbev©nx, we‡µZv I Drcv`KM‡bi gvbwmKZv, †`kxq AvBb BZ¨vw` Gi AbyKz‡j
_vK‡Q bv|
8| Avgv‡ì †`‡ki eëmvqxMb evRviRvZKiY c×wZmg~n h_vq_ fv‡e AbymiY K‡i bv| cÖvq †¶‡Î
Zviv AcwiKwíZ Kg©m~wP MÖnY Ki‡Q|
9| evsjv‡`‡ki eëmvqxiv †fv³v‡ì cÖwZ ¸iyZ¡ cÖ`vb bv K‡i gybvdv AR©‡bi cÖwZ†ewk ¸iyZ¡cÖ`vb K‡i
_v‡K| d‡j evRviRvZKiY gZev‡ì Aegvbbv n‡q _v‡K|
10| ‡µZv wbev©P‡bi ‡¶‡Î cÖvq mgq Abygv‡bi Dci wfwËK‡iB wmÜvšÍ †bqv nq| m¤¢e¨ †µZvi e¨vcv‡i
Zviv †ek D`vwmb| †mB Kvi‡Y evRviRvZKiY Kv‡h© bvbv ai‡Yi RwUjZv †`Lv hvq|
D‡jøwLZ Av‡jvPbv †_‡K evsjv‡`‡k evRviRvZKib gZev` cÖwZwóZ bv nIqvi wKQy KviY †`Lv hvq| ZvB
evsjv‡`‡k evRviRvZKiY gZev` cÖ‡qv‡Mi †¶‡Î KwZcq c`‡¶c †bqv †h‡Z cv‡i hv wb‡gœ Av‡jvPbv
Kiv n‡jv|
1| evevRievnKiY gZev` cÖ‡qv‡Mi Rb¨ me©cÖ_g †fv³v‡ì cÖwZ g‡bv‡hvM w`‡Z n‡e| †fv³v
we‡kølY, Zv‡ì Pvwn`v Ges Avkv AvKvsLvi cÖwZ me©vwaK ¸iyZ¡ cÖ`vb Ki‡Z n‡e|
2| ‡fv³v‡ì Ges mgv‡Ri w`‡K `„wó cÖ`vb Ki‡Z n‡e Ges †mB we‡ePbvq gybvdv AR©b Ki‡Z n‡e|
my‡hvM _vKvB AgyjK gvbvdv AR©b cwinvi Ki‡Z n‡e|
3| evRviRvZKi‡Yi †h mKj †gŠwjK Kvh©vewj i‡q‡Q †m¸‡jvi myôz ev¯Íevqb I eënvi Ki‡Z n‡e|
evRvi M‡elYv, c~e©vbygvb, cY¨ cwiKíbv, g~j¨ wbaviY, eÈb cÖYvjx, cÖmvi Kvh©µg BZ¨vw`
welqmg~n c×wZMZ fv‡e nIqv cÖ‡qvRb|
4| evRviRvZKiY †cÖvMÖvgmg~‡ni g‡a¨ myôz mgš^q cÖ‡qvRb| myôz †hvMv‡hv‡Mi Afv‡e †µZv Ges
evRviRvZKiY ‡cÖvMÖv‡gi g‡a¨ mgš^‡qi µzwU i‡q hvq| weÁvcb, g~j¨, eÈ‡bi mv‡_ c‡Yï h_vq_
mgš^q nIqv cÖ‡qvRb|
5| evsjv‡`‡ki evRviRvZKi‡Y ˆbwZKZvi welqwU fxlY fv‡e D‡cw¶Z n‡”Q| GLb cÖ‡qvRb c‡Yï
gvb, ¸b, Drcv`‡bi DcKiY, cwigvb, cY¨ ‡gqv` BZ¨vw` welqmg~‡ni cÖwZ hZœevb nIqv|
BDwbU GK c„ôv-19
weweGm †cÖvMÖvg
6| evsjv‡`‡k †fv³v‡ì ¯^v_© Pigfv‡e D‡cw¶Z n‡”Q| ZvB GLv‡b evRviRvZKiY gZev` cÖwZôv
jvf Ki‡Q bv| †fv³v ¯^v_© msi¶‡Yi welqwU AZ¨šÍ ¸iy‡Z¡i mv‡_ we‡ePbv Ki‡Z n‡e| mwµq
Ki‡Z n‡e evsjv‡`k KbRygvi G¨v‡kvwm‡qkb‡K|
7| evRviRvZKiY KvVv‡gv M‡o Zzj‡Z n‡e| cwienb, ¸`vgRvZKiY, A_©ms¯’vb, exgv, †kqvi evRvi,
M‡elYv I Dbœqb BZ¨vw` KvR¸‡jv evsjv‡`‡k myô fv‡e m¤úv`b nq bv| GB¸wji cÖwZ †Rvi w`‡Z
n‡e|
8| evsjv‡`k miKvi Ges Ab¨vb¨ ms¯’v¸‡jvi evRviRvZKiY Dbœq‡bi e¨vcv‡i cÖvq †¶‡Î †bwZevPK
`„wóf½x †`Lv hvq| evRviRvZKiY Dbœq‡bi Rb¨ wewfbœ cÖKvi AvBb Kvbyb I bxwZgvjv cÖbqb Ges
ev¯Íevqb Kiv cÖ‡qvRb|
9| GQvovI Avgv‡ì †`‡k mbvZb c×wZ‡Z µq weµq Kvh© m¤úvw`Z nh| eZ©gv‡b gvbyl‡K m‡PZb
Kivi Rb¨ Ges wb‡R‡ì AwaKvi Rvbvi Rb¨ cÖPviYvg~jK eë¯’v MÖnY Ki‡Z n‡e| Ab¨w`‡K
Drcv`K Ges eëmvqx gn‡ji mbvZb wPšÍvfvebv †Q‡o m„wókxj g‡bvfve wb‡q AvaywbK
evRviRvZKi‡Yi w`‡K GwM‡q Avm‡Z n‡e|
cvV-ms‡¶c
• evRviRvZKiY Kvh©µg m¤úv`b Kivi †¶‡Î †h bxwZ, m~Î, ev ZË¡ AbymiY Kiv nq Zv‡K H
cÖwZôv‡bi evRviRvZKiY gZev` ejv nq|
• Drcv`K hv Drcv`b Ki‡e †fv³viv Zv µq Ki‡e GB aviYv n‡jv Drcv`b gZev`|
• cY¨ gZev‡` ejv nq fvj cY¨ Drcvb Ki‡j †µZviv cY¨ µq ev eënvi Ki‡e|
• cY¨ weµq e„w×i gva¨‡g AwaK gybvdv AR©b Ki‡Z n‡e, GB aviYv n‡jv weµq gZev‡ì|
• ‡fv³vi mš‘wói gva¨‡g gybvdv AR©b n‡jv evRviRvZKiY gZev‡ì Av‡jvP¨ welq|
• ‡fv³vi mš‘wó Ges mvgvwRK Kj¨vY we‡ePbv K‡i evRviRvZKi‡Y cÖavb `k©b|
• wewfbœ c‡¶i g‡a¨ `xN©‡gqv`x m¤úK© i¶v K‡i evRviRvZKi‡Y AskMÖnY n‡jv nwjw÷K
evRviRvZKiY gZev`|
• weµq gZev‡` weµ‡qi Dci me‡P‡q †ewk ¸iyZ¡ †`qv nq|
• GKRvZxq †µZv‡ì wPwýZ K‡i †mB evRv‡ii Rb¨ evRviRvZKiY Kg©m~wP nv‡Z †bqv Ges
†fv³v‡ì Pvwn`v, iywP, Afve we‡ePbv Kiv †fv³v‡K‡›`ªK evRviRvZKiY|
• cY¨, g~j¨, cÖPvi I g~‡jï g‡a¨ mgš^q mvab K‡i evRviRvZKiY cÖwµqvq AskMÖnY †K mgwš^Z
evRviRvZKiY e‡j|
• weµq gZev‡ì †fv³v‡ì mš‘wói K_v wPšÍv Kiv nh bv Ges weµ‡qi Rb¨ evowZ Pvc †Ìqv nh|
• ‡fv³vB ivRvÓ n‡jv evRviRvZKiY gZev‡ì cÖavb welq|
BDwbU GK c„ôv-20
cv‡VvËi g~j¨vqb
mwVK DËiwU‡Z wUK (√) wPý w`b-
1| †fv³vB ivRv- †Kvb gZev‡ì †køvMvb
K) evRviRvZKiY L) weµq gZev`
M) Drcv`b gZev` N) nwjw÷K gZev`
2| ‡fv³vi mš‘wói gva¨‡g gybvdv AR©b †Kvb gZev‡ì K_v
K) weµq L) cY¨
M) evRviRvZKiY N) Drcv`b gZev`
3| evRviRvZKiY gZev`¸‡jv n‡jv
K) Rxeb `k©b L) eëmvwqK `k©b
M) Drcv`b `k©b N) weÁvb `k©b
4| mgwš^Z evRviRvZKi‡Yi g~j K_v n‡jv
K) evRviRvZKiY `k©bM‡jvi mgš^q L) evRviRvZKiY †cÖvMÖvgmg~‡ni mgš^q
M) evRviRvZKiY kw³mg~‡ni mgš^q N) evRviRvZKiY m¤ú` mg~‡ni mgš^q
5| Drcv`b gZev` KLb cÖ‡hvM¨
K) Pvwn`v I †hvMvb mgvb L) Pvwn`v ‡ewk, †hvMvb Kg
M) Pvwn`v Kg, †hvMvb †ewk N) ‡KvbwUB bq
6| evsjv‡`‡k evRviRvZKiY gZev‡ì AšÍivq n‡jv
K) ‡µZvi Avq Kg L) ‡µZv‡ì m‡PZbvi Afve
M) eëmvqx‡ì g‡bvfve N) D‡jøwLZ me¸‡jv|
ms‡¶wcZ cÖkœejx
1| evRviRvZKiY ej‡Z Kx eySvq?
2| Afve, cÖ‡qvRb I Pvwn`vi g‡a¨ cv_©K¨ wbY©q Kiyb|
3| evRvi, wewbgq Ges †jb‡`‡bi msÁv cÖ`vb Kiyb |
4| f¨vjy I †fv³vi mš‘wói g‡a¨ cv_©K¨ wbY©q Kiyb|
5| evRviRvZKi‡Yi AvIZv mg~n ms‡¶‡c eY©bv Kiyb|
6| evRviRvZKiY I Drcv`‡bi g‡a¨ †gŠwjK Kx cv_©K¨ Av‡Q|
7| evRviRvZKiY I weµ‡qi g‡a¨ cv_©K¨ wbiyc~Y© Kiyb|
8| evRviRvZKi‡Yi wZbwU A_©‰bwZK ¸iyZ¡ wjLyb|
9| evRviRvZKi‡Yi wZbwU mvgvwRK ¸iyZ¡ wPwýZ Kiyb|
10| Drcv`‡bi ci evRviRvZKiY Kvh©vewjmg~n wK?
11| Drcv`‡bi ci evRviRvZKi‡Yi Kvh©vewjmg~n wPwýZ Kiyb|
12| weµ‡hi cieZ©x evRviRvZKi‡Yi wK wK ¸iyZ¡c~Y© KvR m¤úv`b K‡i _v‡K- e¨vL¨v Kiyb|
13| evRviRvZKiY eë¯’vcbv ej‡Z Kx eySvq?
14| evRviRvZKiY eë¯’vcbv n‡”Q Pvwn`vi eë¯’vcbv- e¨vL¨v Kiyb|
15| evRviRvZKiY eë¯’vcbvi 5wU ¸iyZ¡c~Y© Kvh©vewj eY©bv Kiyb|
16| evRviRvZKi‡Yi Drcv`b gZev` Ges cY¨ gZev` Kx?
17| weµq gZev` Ges evRviRvZKiY gZev‡ì g‡a¨ cv_©K¨ wbY©q Kiyb|
18| nwjw÷K gZev‡ì welqe¯‘ e¨vL¨v Kiyb|
BDwbU GK c„ôv-21
weweGm †cÖvMÖvg
iPbvg~jK cÖkœvejx
1| evRviRvZKiY ej‡Z Kx eySvq? evRviRvZKi‡Yi †gŠwiK aviYvmg~n we‡kølY Kiyb|
2| evRviRvZKi‡Yi AvIZvi mxgv‡iLv wPwýZ Kiyb| Drcv`b, weµq Ges evRviRvZKi‡Yi g‡a¨
cv_©K¨ wbY©q Kiyb|
3| evRviRvZKi‡Yi ¸iyZ¡ Av‡jvPbv Kiyb| evRviRvZKi‡Yi Kvh©vewjmg~n eY©bv Kiyb|
4| evRviRvZKiY eë¯’vcbv Kx? eë¯’vcKMY wKfv‡e Pvwn`vi eë¯’vcbv K‡i _v‡Kb|
evRviRvZKiY eë¯’vcK‡ì cÖavb KvR¸‡jvi weeiY w`b|
5| evRviRvZKiY gZev` Kx? wewfbœ cÖKvi evRviRvZKiY gZev‡ì Zzjbvg~jK Av‡jvPbv Kiyb|
6| evsjv`‡‡k evRviRvZKiY gZev‡ì cÖ‡qvM wb‡q Av‡jvPbv Kiyb|
DËigvjv
cv‡VvËi g~j¨vqb t1 1. L, 2. L, 3. K, 4. L, 5. K. 6. K, 7.M
cv‡VvËi g~j¨vqb t2 1. L, 2. K. 3. L, 4.L, 5.M, 6. K
cv‡VvËi g~j¨vqb t3 1. K, 2. M, 3. L, 4. L, 5. L, 6. N
BDwbU GK c„ôv-22
BDwbU
2
evRviRvZKiY cwi‡ek
Marketing Environment
f~wgKv
GB BDwb‡U evRviRvZKiY cwi‡e‡ki wewfbœ w`K wb‡q Av‡jvPbv Kiv n‡q‡Q| evRviRvZKiY cwi‡ek
KZK¸‡jv wbqwš¿Z I Awbqwš¿Z kw³ ev Dcv`v‡bi mgš^‡q MwVZ| cÖ_g cv‡V evRviRvZKiY cwi‡e‡ki
cÖv_wgK welqmgyn wb‡q Av‡jvPbv Kiv n‡q‡Q| cwi‡ek we‡køl‡Yi ¸iæZ¡ Ges †fv‡Mi Dci Kx ai‡Yi
cÖfve we¯Ívi K‡i Zv wb‡q Av‡jvPbv Kiv n‡q‡Q| cieZ©x‡Z wbqš¿b †hvM¨ kw³ ev Dcv`vb¸‡jv †hgb
mieivnKvix, evRviRvZKiY ga¨¯’Kvievix, MÖvnK, cÖwZ‡hvMx Ges RbmvaviY I Zv‡ì †Kv¤úvwbi Dci
cÖfve wb‡q we¯ÍvwiZ Av‡jvPbv Kiv n‡q‡Q| Avi wbqš¿b ewnf~©Z Dcv`vb¸‡jvi g‡a¨ i‡q‡Q RbmsL¨v,
A_©‰bwZK, cÖvK…wZK, ivR‰bwZK, cÖhyw³MZ Ges mvs¯‹…wZK Dcv`vbmg~n| mvgwMÖK cwi‡e‡ki mv‡_
mgš^qg~jK evRviRvZKiY Kvh©µg MÖn‡Yi Dci evRviRvZKiY Kvh©µ‡gi mdjZv wbf©i K‡i| GRb¨
evRviRvZKvix‡K mvgwMÖK cwi‡ek I evRviRvZKiY cwi‡e‡ki wewfbœ Dcv`vb Ges G¸‡jvi cÖfve
m¤ú‡K© AeMZ n‡Z nq| GB kw³¸wj me©`v cwieZ©bkxj| evRviRvZKiY cwi‡e‡ki GBiƒc cwieZ©b
evRviRvZKi‡Yi †¶‡Î AwbðqZv, ûgwK Ges my‡hv‡Mi m„wó K‡i| evRviRvZKvix cwi‡ek we‡køl‡Yi
gva¨‡g Zvi mgMÖ evRviRvZKiY cwiKíbv cÖbqb K‡ib| ZvB mvsMVwbK D‡Ïk¨ AR©‡bi Rb¨ GKRb
evRviRvZKvix‡K msMV‡bi evRviRvZKiY cwi‡e‡ki Dci ¸iæZ¡v‡ivc Ki‡Z nq hv GB BDwb‡U
Av‡jvPbv Kiv n‡jv|
weweGm †cÖvMÖvg
evRviRvZKiY cwi‡ek
(Marketing Environment)
D‡Ïk¨

cwi‡e‡ki msÁv w`‡Z cvi‡eb
evRviRvZKiY cwi‡ek ej‡Z Kx eySvq Zv ej‡Z cvi‡eb|
evRviRvZKiY cwi‡e‡ki ¸iæZ¡ KZUzKz Zv eyS‡Z cvi‡eb|
‡fv‡Mi Dci evRviRvZKiY cwi‡e‡ki cÖfve we‡kølY Ki‡Z cvi‡eb|
cwi‡ek ej‡Z Kx eySvq? (What is meant by environment)

gvby‡li Rxeb aviv Ges Kvh©vewji Dci cÖfve we¯ÍviKvix cvwicvwk¦©K Ae¯’v‡K cwi‡ek e‡j| Avgiv
†hLv‡b evm Kwi Gi Pvicv‡ki mewKQy‡K GK‡Î cwi‡ek e‡j| Philip Kotler cwi‡e‡ki msÁv w`‡Z
wM‡q e‡jb, The environment is the totally of forces and entities that are external and
potentially relevant to the particular agent. d‡j cwi‡ek nj mgMÖ kw³ Ges mËvi mgwš^Z iƒc hv
evwn¨K Ges m¤¢ve¨fv‡e †Kvb we‡kl cÖwZwbwai mv‡_ cÖvmw½Kfv‡e m¤úK© hy³| Ab¨fv‡e ejv hvq, †Kvb
cÖwZwbwai Dci KZK¸‡jv cvwicvwk¦©K Ae¯’v †hgb f~-cÖK…wZ, Rjevqy, g„wËKv, LwbR, b`-b`x, agx©q
wek¦vm, wk¶v, ms¯‹…wZ, weÁvb cÖhyw³ BZ¨vw` cÖfve we¯—vi K‡i Ges wµqv cÖwZwµqv m„wó K‡i| GB wµqv
cÖwZwµqvi d‡j †h Ae¯’vi m„wó nq Zv‡K cwi‡ek e‡j| GB cwi‡ek †hgb e¨w³ Rxe‡b cÖfve we¯—vi
K‡i †Zgwb mvsMVwbK, ivwóªq I mgvR Rxe‡bI e¨vcK cÖfve we¯—vi K‡i| 1977 mv‡ji cwi‡ek `~lY
`gb wewagvjvq wb‡gœv³ msÁv cÖ`vb Kiv n‡q‡Qt- hv Avgv‡ì Pvicv‡k¦©i evqy, cvwb, f~wg, Lv`¨ I evm¯’vb,
†Kvb e¨w³e‡M©i Rxebhvcb‡K mnvqZv K‡i ev cÖfvweZ K‡i Zv‡KB cwi‡ek e‡j| GLv‡b GKUv welq
g‡b ivL‡Z n‡e ‡h, †Kvb GKwU welqe¯‘ ev cÖwZwbwai †cÖw¶‡ZB cwi‡ek cÖmsMwU Av‡m| †Kvb welq w¯’i
K‡i Zv Av‡jvPbvq wb‡q Avm‡jB cwi‡ek welqwU P‡j Av‡m| †hgb evsjv‡`‡ki wek¦we`¨vjq¸‡jv‡Z
cwi‡ek ‡bB-GB e³e¨ Øviv †Kvb wKQy cwi¯‹vi fv‡e †evSv hvq bv| hw` ejv nq evsjv‡`‡ki wek¦we`¨vjh
¸‡jv‡Z wk¶vi cwi‡ek †bB GB †¶‡Î e³e¨wU cwi¯‹vi n‡e Ges GUv we‡kølY ‡hvM¨ n‡e| Z‡e welqe¯‘
QvovI cwi‡ek Av‡jvPbvq Avm‡Z n‡e| †mUv n‡e e¨vcK Av‡jvPbvi welq| †hgb evsjv‡`‡ki cÖK…wZK
cwi‡ek| GLv‡b evsjv‡`‡ki Lvj, wej, gvV NvU, iv¯Ív, evwo, Ni †_‡K Aviv¤¢ K‡i mg¯Í cÖvK…wZK welq
AvšÍf©~³ n‡e| Dc‡ii mvwe©K Av‡jvPbv †_‡K cwi‡e‡ki KZK¸‡jv êwkó¨ †`L‡Z cvB| †hgb-
i) cwi‡ek n‡”Q KZK¸‡jv wgwjZ kw³ ev mËvi iƒc|
ii) kw³ mËv¸‡jv evwn¨K w`K †_‡K Av‡m|
iii) wµqvKjvç‡jv Aek¨B cÖvmw½K n‡Z n‡e|
iv) cwi‡ek me mgq cÖwZwbwai gva¨‡g Av‡jvwPZ nq|
v) cwi‡ek me mgq †Kvb we‡kl Ae¯’vi mv‡_ RwoZ|
evRviRvZKiY cwi‡ek ej‡Z Kx eySvq? (What is meant by marketing environment)
wbw`©ó cY¨ evRviRvZKi‡Y †h mg¯Í welq H c‡Yï Dci cÖfve we¯Ívi K‡i, ZvB H c‡Yï
evRviRvZKiY cwi‡ek| Houston Gi g‡Z, The marketing environment is a set of diverse,
dynamic and uncontrollable force that impinge on an organization’s marketing operations
and opportunities. †Kvb GKwU cY¨ ev †mev evRviRvZ Ki‡Z †M‡j †h mg¯Í c¶ ev kw³ cÖfve we¯Ívi
BDwbU `yB c„ôv-24

Ki‡Z cv‡i Zv‡ì mgwó‡K evRviRvZKiY cwi‡ek e‡j| GB mKj c¶, kw³ ev Dcv`vb
evRviRvZKiY‡K c‡iv¶ ev cÖZ¨¶fv‡e cÖfvweZ Ki‡Z cv‡i| cY¨ Drcv`b †_‡K Aviv¤¢ K‡i
evRviRvZKi‡Yi wewfbœ ¯Í‡i evRviRvZKiY eë¯’vc‡K wewfbœ cÖKvi mgm¨v †gvKv‡ejv Ki‡Z nq| g~jZ
e¨wóK I mvgwóK cwi‡e‡ki mgš^‡q evRviRvZKiY cwi‡ek MwVZ| e¨wóK welq¸‡jv cÖwZôvb A‡bKUv
wbqš¿b Ki‡Z cv‡i| wKš‘ mvgwóK Dcv`vbmg~n eë¯’vc‡Ki c‡¶ wbqš¿Y Kiv m¤¢eci nq bv| ZvB †Kvb
evRviRvZKi‡Yi ‡¶‡Î wewfbœ cÖK…wZi wbqš¿q‡hvM¨ I Awbqš¿b‡hvM¨ kw³ I ¯^Ë¡v mnvqZv K‡i A_ev
cÖwZ‡ivag~jK Ae¯’v m„wó K‡i, †m¸‡jv evRviRvZKiY eë¯’vcK‡K mZ©KZvi mv‡_ we‡ePbv Ki‡Z nq|
ZvB cÖwZôv‡bi Kg©KZ©v‡ì evRviRvZKiY cwi‡ek we‡kølY Ki‡Z nq Ges cwi‡e‡ki †Kvb iKg
cwieZ©b NU‡j cieZx© cwiw¯’wZ‡Z wK c`‡¶c MÖnY Kiv evÄbxq †m m¤ú‡K© wm×všÍ MÖnY Ki‡Z nq|
evRviRvZKiY cwi‡ek we‡kølY K‡i †Kv_vI †Kvb my‡hvM _vK‡j Zvi eënvi mgqgZ Kv‡R jvMv‡bv
hvq|
Dc‡ii Av‡jvPbv †_‡K evRviRvZKiY cwi‡e‡ki wbgœwjwLZ êwkó¨mg~n‡K wPwýZ Kiv †h‡Z cv‡i|
i) evRviRvZKiY cwi‡ek KZK¸‡jv c¶ Ges kw³i mgvnvi|
ii) e¨wóK cwi‡ek evRviRvZKiY eë¯’vc‡Ki wbqš¿‡Y _v‡K|
iii) mvgwóK cwi‡e‡ki Dci evRviRvZKiY eë¯’vc‡Ki †Kvb wbqš¿b _v‡K bv|
iv) evRviRvZKiY cwi‡ek evRviRvZKiY Kg©Kv‡Ûi Dci cÖZ¨¶ Ges c‡iv¶fv‡e cÖfve we¯Ívi
K‡i|
v) evRviRvZKiY cwi‡e‡ki Dcv`vb¸‡jv me©`v cwieZ©bkxj I AwbwðZ|
vi) cÖwZôv‡bi Ab¨ mKj Kv‡Ri DciI Gi cÖfve Av‡Q|
vii) cwi‡ek we‡køl‡Yi Dci evRviRvZKi‡Yi mvdj¨ A‡bKvs‡k wbf©ikxj|
viii) evRviRvZKiY cwi‡ek cÖwZóv‡bi Rb¨ my‡hvM, ûgwK ev AwbðqZvi m„wó K‡i|
evRviRvZKiY cwi‡ek Aa¨qb †Kb ¸iæZ¡c~Y©

(Why the study of marketing environment is important?)
cwi‡ek we‡køl‡Yi Dci evRviRvZKi‡Yi mdjZv wbf©i K‡i| †Kvb cÖwZóv‡bi cY¨ evRviRvZKi‡Yi
Dci cwi‡ek wecyj cwigv‡b cÖfve we¯Ívi K‡i _v‡K| cwi‡e‡ki mv‡_ h_vh_ mgš^q mvab bv Ki‡Z
cvi‡j GKwU cÖwZôvb evRv‡i `xN© †gqv‡` wU‡K _vK‡Z cv‡i bv| ZvB evRviRvZKvixi GKwU Ab¨Zg
`vwqZ¡ n‡”Q cwi‡ek‡K Mfxifv‡e ch©v‡jvPbv Kiv| Gi d‡j †Kv_vI †Kvb wec‡ì AvksKv _vK‡j Gwo‡q
hvIqv hvq| cwi‡ek Aa¨vqb wewfbœ w`K †_‡K ¸iæZ¡c~Y©¨ wb‡gœ G‡ì msw¶ß Av‡jvPbv Kiv n‡jv|
1| my‡hvM A‡š^kb (Opportunities Seerch)t mgqgZ my‡hvM MÖn‡Yi gva¨‡gB evRviRvZKvixi
mv_©KZv wbwnZ _v‡K| †h †Kv¤úvwb cwi‡ek we‡køl‡Yi gva¨‡g hZ †ewk my‡hvM A‡š^lY Ki‡Z cvi‡e Zvi
c‡¶ bZzb evRvi m„wó Kiv ZZ mnRZ¡i n‡e| †h my‡hvM m„wó n‡qwQj mgqgZ †mUv MÖnY Kivi Kvi‡Y
‰Zwi ‡cvkvK wk‡í evsjv‡`k m‡ev©”P ‰e‡`wkK gy`ªv AR©b Ki‡Z cvi‡Q|
2| ûgwK †gvKv‡ejv (Protect threat)t cwi‡ek we‡køl‡Yi gva¨‡g cÖwZóvb Zvi m¤¢e¨ ûgwK¸‡jv
mn‡RB †gvKv‡ejv Ki‡Z cv‡i| cÖwZóv‡bi ûgwK¸‡jv †Kvb Rvwb‡q cÖwZôv‡bi mv‡c‡¶ Avwef~Z nq bv|
G¸‡jv †h‡Kvb mgq †h †Kvb cwiw¯’wZ‡Z Avm‡Z cv‡i| cwi‡e‡ki GB ûgwK ¸‡jvi cÖK…wZ hw` wbY©q Kiv
_v‡K Z‡e mn‡RB G‡ì †gvKv‡ejv Kiv hvq| hw` ˆZwi †cvkv‡K †KvUv c×wZ D‡V hvq Z‡e wK n‡Z
cv‡i? GB wel‡q c~e© †_‡KB GKwU iƒc †iLv cÖbqb Kiv _vK‡j mn‡RB GB ûgwK †gvKv‡ejv Kiv hv‡e|

weweGm †cÖvMÖvg
3| wm×vš— MÖnY (Decision making)t evRviRvZKiY cwi‡ek mg‡Ü Rvbv _vK‡j GKRb
evRviRvZKvixi c‡¶ bvbv ai‡Yi wm×vš— MÖnY Kiv mnR nq| †`‡ki AvBbMZ w`KwU D‡c¶v K‡i hw`
†Kvb †Kv¤úvwb †Kvb Kvh©µg cwiPvjbv K‡i Z‡e †mUv mwVK wm×vš— n‡e bv| GKUv ¸iæZ¡c~Y© wm×všÍ
MÖn‡Yi c~‡e© †mUv evRviRvZKiY cwi‡e‡ki mv‡_ KZUv msMwZc~Y© Zv we‡ePbv Kiv ìKvi| we‡`‡ki
evRvi cwiPvjbvi mgq cwi‡e‡ki cÖ‡Z¨KUv ‡¶‡Î we‡kølb K‡i c`‡¶c wb‡Z nq Ab¨_vq †mLv‡b †Kvb
g‡ZB evRviRvZKiY Kvh©µg cwiPvjbv Kiv m¤¢ci bq|
4| mgš^q mvab (Co-ordination)t evRviRvZKiY Kvh©µgmg~‡ni g‡a¨ myô mgš^h‡bi Rb¨
evRviRvZKiY cwi‡ek we‡kølY cÖ‡qvRb| cwi‡e‡ki mv‡_ eëmvwqK Kvh©µ‡gi mgš^q mvaY cÖ‡qvRb
nq| cY¨, g~j¨, eÈb ev cÖmvi Kvh©µgmg~‡ni mgš^q mvab Qvov ev¯Íevqb m¤¢eci bq| cÖmv‡ii mv‡_
eÈ‡bi GKUv Mfxi m¤úK© i‡q‡Q| Aevi g~‡jï mv‡_ eÈ‡bi Mfxi m¤úK© i‡q‡Q| wewfbœ ai‡Yi
Kvh©µ‡gi evRvi cwe‡ek we‡kølY K‡i GKwU mvgwMÖK Kvh©µg MÖnY Kiv nq| Gi Rb¨ c~e©kZ© n‡jv
evRviRvZKiY cwi‡ek we‡kœlY|
5| evRviRvZKiY †KŠkj (Marketing strategy)t cwi‡ek Abyhvqx wewfbœ ai‡Yi evRviRvZKiY
†KŠkj MÖnY Ki‡Z nq| evRviRvZKiY †KŠkj MÖn‡Yi Rb¨ Af¨šÍixb welq mv‡_ evwn¨K welq‡K mgš^q
cÖ‡qvRb| A_©‰bwZK Bmy¸‡jv we‡ePbv K‡i evRviRvZKiY †KŠkj cÖYqb Ki‡Z nq|
6| cÖwZ‡hvwMZvi †gvKv‡ejv (To face competition)t evRv‡i GKwU cÖwZôvb‡K wewfbœ cÖwZ‡hvwMZvi
gy‡LvgywL n‡Z nq| cÖwZ‡hvwMZv wewfbœ ¯Íi †_‡K n‡Z cv‡i| †Kvb Kvi‡Y Drcv`b e¨nZ n‡q mieivn Kg
n‡Z cv‡i| GB †¶‡Î AY¨ cÖwZôvb evRvi `Lj Ki‡Z cv‡i| Avevi †Kvb cÖwZôvb evRvi my‡hvM MÖnY
K‡i evRvi †bZvi f~wgKv cvjb Ki‡Z cv‡i| GB¸wj †gvKv‡ejv Kivi Rb¨ evRviRvZKiY cwi‡ek
m¤^‡Ü mRvM _vK‡Z n‡e|
7| Pvwn`v we‡kølY (Demand analysis)t ‡fv³v‡ì mvgvwRK Pvwn`v cyi‡Yi Rb¨ cwi‡ekMZ wewfbœ
Dcv`vb m¤ú‡K© evRviRvZKvix‡K Rvb‡Z n‡e| †fv³v‡ì cwieZx©Z Pvwn`v, Avq, iæwP BZ¨vw` welq¸‡jv
Pvwn`vi Dci cÖfve we¯Ívi K‡i _v‡K| h_vh_ Pvwn`v we‡køl‡Yi Rb¨ evRviRvZKiY cwi‡e‡ki welq¸‡jv
wVK gZ g~j¨vqb cÖ‡qvRb| eëmv evwY‡Rï Dbœq‡b I AMÖMwZ‡Z GB mKj Dcv`v‡bi cÖfve AZ¨šÍ
¸iæZ¡c~Y©| GB mKj cwi‡ekMZ Dcv`vbmg~n‡K AvMÖvn¨ K‡i evRviRvZKiY wm×všÍ MÖnY Kiv n‡j
GKRb evRviRvZKvixi cwiYwZ n‡Z cv‡i gvivZœK| ZvB evRviRvZKiY cwi‡e‡ki Dcv`vbmg~n
¸iæ‡Z¡i mv‡_ we‡ePbv Kiv DwPZ|
†fv‡Mi Dci evRviRvZKiY cwi‡e‡ki cÖfve

(Influence of Marketing Environment on Consumption)
gv‡K©wUs Kvh©µ‡gi cÖavb j¶¨ n‡jv †fv³v‡ì Pvwn`v I iæwP Abyhvqx cY¨ mieivn K‡i †fv‡Mi
cwigvb‡K e„w× Kiv| †fv³v‡ì †fv‡Mi cwigvY hZ †ewk e„w× cv‡e, evRviRvZKvh©µg ZZ †ewk
cwigv‡Y MwZkxj n‡e| †fv‡Mi Dci evRviRvZKi‡Yi cwi‡e‡ki cÖfve evRviRvZKiY Dcv`vb¸‡jv
†_‡KB m„ó| GB cÖfvemg~n wb‡gœ Av‡jvPbv Kiv n‡jv|
1| cvwievwiK cÖfve (Familial influence) t RbmsL¨v w`‡q evRvi MwVZ nq| cwievi RbmsL¨viB
Ask| ZvB cwievi A_ev cvwievwiK cwi‡ek evRviRvZKiY Kvh©ewj‡K cÖfvweZ K‡i| cvwievwiK
¸iæZ¡c~Y© PjK¸‡jv n‡jvt

K) cvwievwiK m`m¨ msL¨v I AvqZb (Nukler of farity members) t cwiev‡i m`m¨ msL¨vi Dci
wbf©i K‡i cwiev‡ii RxebhvÎvi gvb †Kgb n‡e| mvavišÍ †hŠ_ cwievi n‡j †fv‡Mi cwigvY Kg nq
Ges †QvU cwiev‡i †fv‡Mi êwPÎ¨ evo‡Z _v‡K|
L) Avq (Income) t Av‡qi Dci †fvM cÖZ¨¶fv‡e wbf©ikxj, †h mKj cwiev‡ii Avq †ewk Zv‡ì
†fv‡Mi cwigvY †ewk Ges Avq Kg n‡j †fvM Kg n‡q _v‡K|
M) cvwievwiK Rxeb Pµ (Family life cycle) t cwiev‡i Rxeb P‡µi †h wewfbœ ¯Íi i‡q‡Q Zv †fv‡Mi
Dci cÖfve we¯—vi K‡i| †hLv‡b e„× gvby‡li msL¨v †ewk †hLv‡b †fv‡Mi cwigvY Kg nq| Avevi
wkky, wK‡kvi, ga¨ eqm BZ¨vw` †fv‡Mi †¶Î‡K cÖfvweZ K‡i|
2| mvgvwRK cÖfve (Social influence)t mgv‡R wewfbœ †kªYxi gvbyl emevm K‡i| D”PweË, ga¨weË, wbgœ
weË wewfbœ †kªYxi gvby‡li †fv‡Mi g‡a¨ cv_©K¨ †`Lv hvq| wbgœ wjwLZ fv‡e mvgvwRK cÖfve †fv‡Mi Dci
cÖfve we¯—vi Ki‡Z cv‡i|
K) gh©v`v (Status) t mvgvwRK gh©v`vi Dci †fvM wbf©i K‡i| A‡b‡K `vwg cY¨ eënvi K‡i wb‡Ri
gh©v`v cÖwZôv Ki‡Z Pvq|
L) wk¶vi ¯Íi (level of education) t wk¶vi ¯Í‡ii mv‡_ †fv‡Mi cwigvY wbf©i K‡i| wkw¶Z gvby‡li
†fv‡Mi êwPÎ¨ †`Lv hvq| gyL© ev Kg wkw¶Z gvby‡liv mbvZb †fv‡M wek¦vmx n‡q Zv‡K|
M) e¨w³Z¡ (Personality) t e¨w³Z¡ †f‡` †fvM cÖfvweZ n‡q _v‡K| †fv‡Mi gva¨‡g A‡b‡Ki
e¨w³‡Z¡i cÖKvk cvq| AwaK e¨w³Z¡m¤úbœ gvby‡li †fv‡Mi eënvi êwPÎ¨c~Y© n‡q _v‡K|
3| A_©‡bwZK cÖfve (Economic Influence)t A_©bxwZ GeO evRviRvZKiY G‡K Avc‡ii mv‡_
Nwbôfv‡e RwoZ| A_©‰bwZK PjK mg~n †fv‡Mi Dci cÖZ¨¶ fv‡e cÖfve we¯—vi K‡i _v‡K|
K) mÂ‡qi cÖeYZv (Saving tendency) t mÂ‡qi cÖeYZvi Dci †fv‡Mi cwigvY wbf©i K‡i|
gvby‡li mÂ‡qi cÖeYZv evo‡j †fv‡Mi cwigvY Kg‡e Ges mÂ‡qi cÖeYZv Kg‡j †fv‡Mi cÖeYZv
evo‡e|
L) wewb‡qvM cÖeYZv (Investment tendency) t wewb‡qv‡Mi cwigvY e„w× ‡c‡j Drcv`‡bi
cwigvb evo‡Z _v‡K d‡j †fv‡Mi cwigvY e„w× cvq|
M) µq ¶gZv (Purchasing power) t µq ¶gZv e„w× †c‡j †fv‡Mi cwigvY e„w× cvq| Avq
e„w×i d‡j †fv‡Mi cÖK…wZ cwieZ©b nq Ges †fv‡Mi Dci cÖZ¨¶fv‡e cÖfve we¯—vi K‡i|
4| mvs¯‹…wZK cÖfve (Cultural Influence)t wewfbœ †`‡ki wewfbœ cÖKvi mvs¯‹…wZ cwijw¶Z nq|
mvs¯‹…wZK PjKmg~n †mB †`‡ki RbM‡Yi RxebhvÎvi Dci cÖfve we¯—vi K‡i|
K) g~j¨‡eva (Values)t mgv‡R emevmiZ RbmvaviY Zv‡ì wbR¯^ wKQy g~j¨‡eva Øviv cÖfvweZ nq
hv Zv‡ì µq Ges †fv‡Mi Dci cÖfve we¯—vi K‡i| †Kvb mgv‡Ri gvbyl MY†fvM, wgZe¨qxZv
BZ¨vw` g~j¨‡ev‡a wek¦vmx nq hv Zv‡ì †fv‡Mi Dci cÖfve we¯—vi K‡i|
L) agx©q Abyf~wZ (Religion feeling)t A‡bK a‡g© †fv‡Mi e¨vcv‡i mywbw`©ó wbqg I bxwZgvjv
i‡q‡Q| RbmvaviY †mB fv‡e Zv‡ì agx©q mvs¯‹…wZ AbymiY K‡i| d‡j †fvM agx©q Abykvmb
Øviv cwiPvwjZ n‡q _v‡K|
M) ixwZ I cÖ_v (Cusstomes)t wewfbœ mvs¯‹…wZ‡Z wewfbœ ixwZ I cÖ_v we`¨gvb| GB mKj cÖ_v I
ixwZ †mB mvs¯‹…wZi gvby‡li †fvM‡K cwiPvwjZ K‡i|

weweGm †cÖvMÖvg
5| Kviev‡ii cÖfve (Business Influence)t

Kvievi Zvi Kvh©vewj Øviv cwi‡ek‡K e¨vcKfv‡e cÖfvweZ K‡i| `yBwU w`K †_‡K welqwU Av‡jvPbv Kiv
hvq|
K) Pvwn`v I †hvMv‡bi mgZv (Balance of demand & supply)t Pvwn`v †hvMvb hw` mwVK ch©v‡q
bv _v‡K Z‡e †fv‡Mi Dci cÖfve c‡o| cÖ‡qvRb Abyhvqx cY¨ mieivn bv Ki‡j †fv‡Mi Dci
cÖfve c‡o|
L) w¯’wZkxj g~j¨ (Stable price)t Kvievi cÖwZôvb Zvi gyj¨ KvVv‡gvi eë¯’vq †fv³vi †fv‡Mi
cwigvY e„w× cvq|
cvV-ms‡¶c
• cwi‡ek n‡jv mgMÖ kw³ Ges mËvi mgwš^Z iƒc hv evwn¨K Ges m¤¢ve¨fv‡e †Kvb we‡kl cÖwZwbwai
mv‡_ cÖvmw½Kfv‡e m¤úK©hy³|
• evRviRvZKiY cwi‡ek n‡jv †Kvb GKwU †Kv¤úvwbi evwn¨K G‡R›U Ges kw³mg~n hv D³ †Kv¤úvwbi
D‡Ïk¨ ev¯—evqb‡K cÖfvweZ K‡i|
• evRviRvZKiY cwi‡ek cwieZ©bkxj †Kvb mgq w¯’i bq|
• ‡Kv¤úvwbi †h †Kvb Kvh©µ‡gi Dci evRviRvZKiY cwi‡ek cÖZ¨¶ Ges c‡iv¶fv‡e cÖfve we¯Ívi
K‡i|
• evRviRvZKi‡Yi e¨wóK cwi‡ek evRviRvZKiY eë¯’vc‡Ki A‡bKUv wbqš¿‡Y _v‡K|
• evRviRvZKi‡Yi mvgwóK cwi‡ek evRviRvZKiY eë¯’vc‡Ki m¤ú~Y© wbqš¿Y ewnf~©Z|
• †Kv¤úvwbi gv‡K©wUs c×wZ evRviRvZKiY cwi‡e‡ki wfZ‡iI KvR K‡i|
• evRviRvZKiY cwi‡ek we‡køl‡Yi gva¨‡g my‡hvM A‡š^kb I ûgwKi †gvKv‡ejv Kiv hvq|
• cÖwZôv‡bi wm×všÍ MÖnY I mgš^q mva‡bi Rb¨ evRviRvZKiY cwi‡ek we‡kølY AZ¨šÍ ¸iæZ¡c~Y©|
• evRviRvZKiY †KŠkj Ges cÖwZ‡hvwMZv †gvKv‡ejvi Rb¨ evRviRvZKiY cwi‡ek we‡kølY
Acwinvh©|
• evRviRvZKiY cwi‡ek we‡kølY bv Ki‡j c‡Yï Pvwn`v we‡kølY †Kvb g‡ZB m¤¢eci bq|
• mvgvwRK Ges mvs¯‹…wZK PjKmg~n evRviRvZKiY cwi‡ek‡K e¨vcK fv‡e cÖfvweZ K‡i|
• ‡fv‡Mi Dci evRviRvZKiY cwi‡ek wewfbœ fv‡e cÖfve we¯—vi K‡i _v‡K|
• cvwievwiK Ges mvgvwRK cÖfve evRviRvZKiY Kvh©vewj‡K cÖfvweZ K‡i|
• A_©‰bwZK, mvs¯‹…wZK Ges Kviev‡ii cÖfve ØvivI evRviRvZKiY Kvh©vewj we‡‡klfv‡e cÖfvweZ n‡q
_v‡K|
cv‡VvËi g~j¨vqb
mwVK DË‡i cv‡k wUK () wPý w`b-
1| evRviRvZKiY cwi‡ek‡K Kq fv‡M fvM Kiv hvq|
K) `yB L) w`b
M) cuvP mvZ
2| wb‡gœi †Kvb&wU cvwievwiK cÖfv‡ei AšÍf~³?
K) e¨w³Z¡ L) gh©v`v
M) eqm N) µq¶gZv

3| Kviev‡ii cÖfve wb‡gœi †Kvb&wU?

K) Pvwn`v I †hvMv‡bi mgZv L) wewb‡qvM cÖeYZv
M) mÂ‡qi cÖeYZv N) µq¶gZv
4| cwi‡ek cwiw¯’wZ cwieZ©b hvi bRi Gov‡Z cv‡i bv| wZwb Kx iKg evRviRvZKvix?
K) we‡eKevb L) Ae‡PZb
M) eyw×gvb N) m‡PZb
5| evRviRvZKiY cwi‡ek cÖwZôv‡bi Rb¨
K) my‡hvM m„wó K‡i L) ûgwK m„wó K‡i
M) AwbwðqZv m„wó K‡i N) Dc‡ii me¸‡jv
6| †KvbwU wbqš¿Y‡hvM¨ kw³?
K) evRviRvZKiY ga¨¯’Kvwi L) ivR‰bwZK kw³
M) A_©‰bwZK kw³ N) me¸‡jv

weweGm †cÖvMÖvg
e¨wóK cwi‡ek (Micro Environment)
D‡Ïk¨
GB cvV †k‡l Avcwb.........
evRviRvZKi‡Yi e¨wóK cwi‡ek Kx Zv eyS‡Z cvi‡eb|
e¨wóK cwi‡e‡ki wewfbœ c¶mg~n‡K e¨vL¨v Ki‡Z cvi‡eb|
GB mKj c‡¶i ¸iæZ¡ eywS‡q w`‡Z m¶g n‡eb|
GB mKj c¶ evRviRvZKi‡Yi mv‡_ wKfv‡e m¤úK©hy³ Zv we‡kølY Ki‡Z cvi‡eb|
e¨wóK cwi‡ek (Micro Environment)

cÖwZôv‡bi evRviRvZKiY Kvh©µg‡K mivmwi cÖfvweZ K‡i Ggb c¶¸‡jvi mgwó‡K e¨wóK cwi‡ek
e‡j| GB cÖm‡½ Adrian Palmer e‡jb "The micro environment describes those elements
which impinge directly on a company. ZvB e¨wóK evRviRvZKiY cwi‡ek n‡jv mvgwMÖK
evRviRvZKi‡Yi GKUv Ask hvi Dci †Kv¤úvwb wbqš¿b cÖwZôv Ki‡Z m¶g| †Kv¤úvwbi Nwbó kw³¸‡jv
Z_v mievinKvix, evRviRvZKiY ga¨¯’KviKvix, †µZv, cÖwZ‡hvMx Ges Rb‡Mvôx| GB mKj cwi‡ekMZ
Dcv`vb‡K we‡ePbv K‡i evRviRvZKvix‡K cwiKíbv cÖbqb Ki‡Z nq| Giv cÖZ¨¶fv‡e cÖfve we¯Ívi
Ki‡jI evRviRvZKvix wewfbœ Kvh©µ‡gi gva¨‡g G‡ì wbqš¿b Ki‡Z cv‡i| †Kv¤úvwbi e¨wóK cwi‡e‡k
f~wgKv cvjbKvix‡ì wb‡gœi wP‡Î †`Lv‡bv n‡jvt
‡Kv¤úvwb evRviRvZKiY
mieivnKvix ‡µZv mvaviY
cÖwZ‡hvMx ga¨¯’Kvievix
RbmvaviY
RbmvaviY
wPÎ Abyhvqx mieivnKvix, †Kv¤úvwb, cÖwZ‡hvMx, evRviRvZKiY ga¨¯’Kvievix, †µZvmvaviY I Rb‡Mvôx-
GB Dcv`vb¸‡jvi mgš^‡q e¨wóK cwi‡ek MwVZ hv evRviRvZKiY Kvh©µ‡gi Dci cÖZ¨¶fv‡e cÖfve
we¯—vi K‡i| wb‡gœ GKwU †Kv¤úvwbi e¨wóK cwi‡e‡ki Dcv`vbmg~‡ni mw¤§wjZ Kvh©µ‡gi cÖfve Av‡jvPbv
Kiv n‡jvt
1| ‡Kv¤úvwb (Company) t KwZcq m`m¨‡ì mgš^‡q AvBbMZ Dcv‡q m„ó Ges evRviRvZKiY
Kvh©vewj m¤úv`‡b AskMÖnYKvix cÖwZôvb‡K †Kv¤úvwb ejv nq| †Kv¤úvwb e¨wóK cwi‡e‡ki GKwU
¸iæZ¡c~Y© Dcv`vb| †Kv¤úvwbi Kvh©ewji Dci evRviRvZKiY Kvh©µg A‡bKvs‡k wbf©ikxj| ZvB
†Kv¤úvwbi cÖ‡Z¨KwU wefvM‡K wb‡R‡ì g‡a¨ mgš^q †i‡L Kvh© cwiPvjbv Ki‡Z nq| wb‡gœ †Kv¤úvwbi
wewfbœ wefv‡Mi Kvh©µg Ges Kvh©cwiwa Av‡jvPbv Kiv n‡jv|

K) D”P eë¯’vcbv (Top Management)t †Kv¤úvwbi D”P eë¯’vcbvi AšÍf~³ e¨w³Mb n‡jb, wbev©nx
KwgwU, cwiPvjK cl©`, wefvMxq mvaviY eë¯’vcK, D”P wbev©nx Kg©KZv©| G‡ì KvR n‡jv †Kv¤úvwbi
Ab¨vb¨ wefv‡Mi mv‡_ mve©¶wbK †hvMv‡hvM i¶v K‡i Pj‡Z nq|
L) d¨vBb¨vÝ (Finance)t evRviRvZKiY †h cwiKíbv cÖbqb K‡i ‡mB Abyhvqx cÖ‡qvRbxq A_© mieivn
Kiv n‡jv GB wefv‡Mi cÖavb KvR| hw` mwVK mg‡q mwVK cwigvb A_© mieivn bv Kiv hvq Zv‡e
†Kv¤úvwbi Drcv`vb e¨nZ n‡e| GB wewfbœ Af¨š—ixb Ges evwn¨K Drm †_‡K A_© msMÖn K‡i
cÖwZôv‡b mieivn K‡i|
M) M‡elYv I Dbœqb (Research and development)t †Kv¤úvwbi bvbv wea w`K wb‡q GB wefvM
e¨¯—_v‡K| bZzb cY¨ Dbœqb, eZ©gvb c‡Yï gvb Dbœqb, †mev Dbœqb, cÖwZôv‡bi mgm¨vejxi myô
mgvavb BZ¨w` w`K wb‡q M‡elYv wefvM M‡elYv Kvh© cwiPvjbv K‡i _v‡K|
N) µq (Purchasing)t µq wefvM †Kv¤úvwbi †h †Kvb cÖ‡qvRbxq welq mvgMÖx µq K‡i _v‡K|
h_vmg‡q mwVK Drm †_‡K cY¨ µq K‡i †Kv¤úvwbi wewfbœ wefv‡M ‡cÖiY Kiv µq wefv‡Mi Dci
wbf©i K‡i|
O) Drcv`vb (Marufacturing)t †Kv¤úvwbi c¶ †_‡K cY¨ Drcv`b Kiv n‡jv GB wefv‡Mi cÖavb
KvR| †fv³v‡ì cÖ‡qvRb Abyhvqx cY¨ Drcv`b Ges mieivn Kiv wb‡q GB wefvM e¨¯— _v‡K| GB
wefvM‡K me©`v Kvg¨ Drcv`b ch©vq eRv‡q ivL‡Z nq| c‡Yï ¸bMZ gvb A‡bKvs‡k GB wefv‡Mi
Kg© `¶Zvi Dci wbf©ikxj|
P) wnmve (Accounting)t cÖwZôv‡bi Avq e¨q msµvš— hvewZq KvR wnmve wefvM cwiPvjbv K‡i|
wewfbœ wefv‡Mi LiP we‡ePbv K‡i evrmwiK ev‡RU cÖbqb Kiv GB wefv‡Mi cÖavb KvR| GQvov Avq
e¨q we‡kølY, I cÖwZôv‡bi ev‡RU cÖbq‡b wnmve wefv‡Mi f~wgKv ¸iæZ¡c~Y©|
Q) evRviRvZKiY (Marketing)t GB wefv‡Mi KvR n‡jv cÖwZôv‡bi mKj wefv‡Mi mv‡_ mgš^q mvaY
K‡i †fv³v‡ì Rb¨ f¨vjy m„wó Kiv| †µZv‡ì Pvwn`v Abyhvqx mwVK cY¨wU, mwVK ¯’v‡b, mwVK g~‡j¨
‡cŠ‡Q †`qv n‡jv GB wefv‡Mi Ab¨Zg KvR| GB wefvM wewfbœ c‡¶i mv‡_ myó †hvMv‡hv‡Mi gva¨‡g
†Kv¤úvwbi eëmwqK Kvh©µg Ae¨vnZ iv‡L|
wb‡gœ wP‡Îi gva¨‡g †Kv¤úvwbi wewfbœ wefvM ¸‡jvi g‡a¨ AvZœtm¤úK© †`Lv‡bv n‡jvt
M‡elYv
I
Dbœqb
A_© µq
D”P
eë¯’vcbv
evRviRvZ
Drcv`b
KiY
wnmve
wPÎ t †Kv¤úvwbi Af¨šÍixb cwi‡ek|

weweGm †cÖvMÖvg
2| mieivnKvix (Supplier) t mieivnKvix n‡”Q H mKj e¨w³ ev cÖwZôvb hviv cÖwZôv‡bi cY¨ I †mev
Drcv`‡b eënv‡ii Rb¨ cÖ‡qvRbxq m¤ú‡ì †hvMvb †`q| GKwU cÖwZóvb hw` Mvwo Drcvv`b K‡i Z‡e
Mvwo Drcv`‡bi mvgwMÖK welq¸‡jv mieivKvix †hvMvb w`‡q _v‡K| cY¨ Drcv`‡bi Rb¨ wewfbœ ai‡Yi
KvuPvgvj I hš¿cvwZi mieivn K‡i _v‡K mieivnKvixMb| G‡ì `¶Zvi Dci cÖwZôv‡bi Drcv`b eë¯’v
wbf©ikxj| hw` mwVK mg‡q KvPvgvj mieivn bv Kiv nq Z‡e evRv‡i †µZv‡ì Pvwn`v Abyhvqx cY¨
mieivn Kiv hv‡e bv| Avevi hw` KvuPvgv‡ji ¸bMZ gvb h_vh_ bv nq Z‡e Drcvw`Z c‡Yï gvb Lvivc
n‡e Ges Zv evRv‡i weµq Kiv hv‡e bv| †Kv¤úvwb ¶wZMÖ¯— n‡e| ZvB mieivnKvixiv evRviRvZKvix‡K
fxlYfv‡e cÖfvweZ K‡i| mieiv‡ni NvUwZ A_ev AwZwi³ mieivn A_ev µzwUc~Y© mieivn †Kv¤úvwbi
mybvg ¶zbœ Ki‡Z cv‡i| mieivnKvixi Kvh©µ‡gi gva¨‡g cÖwZôvb `xN©‡gqv‡` bvbv fv‡e ¶wZMÖ¯Í n‡Z
cv‡i| ZvB evRviRvZKiY eë¯’vcK‡K mieivnKvix wbev©P‡bi †¶‡Î wbgœ wjwLZ welq¸‡jvi cÖwZ we‡kl
bRi w`‡Z n‡e|
• mwVK gv‡bi cY¨ mieivnKivi mvg_© Av‡Q wKbv
• mwVK g~j¨ mieiv‡ni wbðqZv
• mwVK mg‡qi g‡a¨ gvj mieiv‡ni wbðqZv
• wbqwgZ cY¨ mieiv‡ni wbðqZv
• evKx‡Z cY¨ mieiv‡ni mvg_©|
• mieivnKvixi cY¨ mieiv‡ni AfxÁZv I `¶Zv|
• mieivnKvixi Dci wbqš¿b|
3| evRviRvZKiY ga¨¯’Kvievix (Marketing Intermediaries) t ‡h mKj e¨w³ ev cÖwZôvb

Drcv`bKvixi Drcvw`Z cY¨ mvgMÖx PzovšÍ †fv³v‡ì wbKU weµq K‡i Ges eÈb I cÖmvig~jK Kg©Kv‡Û
mnvqZv K‡i Zv‡ì evRviRvZKiY ga¨¯’Kvievix e‡j| Giv n‡jv ¯^vaxb eëmvq msMVb hv evRvi Ges
evRviRvZKiY msMV‡bi g‡a¨ cY¨ ev †mevmg~‡ni cÖev‡n cÖZ¨¶ fv‡e mnvqZv K‡i| evvRvRvZKi‡Y
wewfbœ ai‡Yi ga¨¯’Kvievix †`Lv hvq| wb‡gœ G‡ì Av‡jvPbv Kiv n‡jv:
K) ga¨¯’eëmvqx (Middlemen) t ‡h mKj mKj eëmvqx µh weµ‡q mnvqZvi Rb¨ †µZv‡ì mv‡_
RwoZ _v‡K Zv‡KB ga¨¯’eëmvqx e‡j| `yB ai‡Yi ga¨¯’eëmvqx †`Lv hvq|
• cÖwZwbwa ga¨¯’Kvievixt Giv c‡Yï gvwjKvbv MÖnY K‡i bv Ges jvf †jvKmv‡bi `vwqZ¡ †bq bv|
Giv †Kej cY¨ weµ‡q mnvqZv K‡i| †hgbt `vjvj|
• gv‡P©›U ga¨¯’Kvievixt Giv c‡Yï gvwjKvbv MÖnY K‡i Ges jvf †jvKmv‡bi `vwqZ¡ wb‡q _v‡K|
†hgb- ¸`vgRvZKiY G‡ì cÖavb KvR|
L) e¯‘MZ eÈb Kvh© (Physical distribution firms) t e¯‘MZ eÈ‡b wb‡qvwRZ cÖwZôvbmg~n
†Kv¤úvwbi cY¨ msi¶Y I ¸`vgRvZKiY Ges Drcv`‡bi ¯’vb †_‡K Zv‡ì Mš—‡e¨ †cŠuQv‡Z mvnvh¨
K‡i| cY¨ cwienY Ges ¸`vgRvZKiY G‡ì cÖavb KvR|
M) evRviRvZKiY †mev cÖ`vbKvix G‡RwÝmg~n (Marketing services agencies) t evRviRvZKiY
†mev cÖ`vbKvix‡ì g‡a¨ Ab¨Zg n‡”Q M‡elYv cÖwZôvb, weÁvcbx ms¯’v, wgwWqv dvg©, evRviRvZKiY
Dc‡`óv ms¯’v BZ¨vw`| Giv †Kv¤úvwbi Afxó evRvi wbev©Pb Ges mwVK evRv‡i Zvi cY¨wU cÖPv‡i
mvnvh¨ K‡i|
N) Avw_©K ga¨¯’Kvievix (Financial intermediaries) t G‡ì g‡a¨ i‡h‡Q e¨vsK, exgv, FY`vbKvix
ms¯’v Ges Ab¨vb¨ Avw_©K †Kv¤úvwb A_ev cY¨ µq weµq SzuwKi wecix‡Z wbðqZv cÖ`vbKvix

cÖwZôvbmg~n| †ewki fvM cÖwZôvb Avw_©K †jb‡`‡bi Rb¨ GB mKj ga¨¯’Kvievix‡ì mvnvh¨ wb‡q
_v‡K|
4| MÖvnK (Customers) t hviv evRviRvZKvix cÖwZôv‡bi cY¨ I †mevmvgMÖx µq K‡i Zv‡ì‡K †µZv
ev MÖvnK ejv nq| †Kv¤úvwbi j¶ AR©‡bi Rb¨ †µZv‡ì cÖfve AZ¨šÍ e¨vcK| ZvB evRviRvZKvix
cÖwZôvb‡K MÖvnK‡ì ms‡½ Kvh©Ki †hvMv‡hvM ¯’vc‡bi c`‡¶c MÖnY Ki‡Z nq| cÖ‡Z¨K †Kv¤úwb wbgœ
wjwLZ MÖvnK Øviv cÖfvweZ n‡Z cv‡i hv wP‡Îi gva¨‡g wb‡gœ †`Lv‡bv I e¨vL¨v Kiv n‡jv-
cybt we‡µZvi
evRvi
eëmvq
miKvwi
evRvi
evRvi
‡fv³v Avš—R©vwZK
evRvi ‡µZv evRvi
wPÎ t †µZv evRv‡ii ‡kªYxwefvM

K) ‡fv³v evRvi (Consumer markets)t ‡h mKj e¨w³ ev cÖwZôvb hviv e¨w³MZ †fv‡Mi Rb¨ cY¨ ev
†mev µq K‡i Zv‡ì wb‡q MwVZ evRvi‡K †fv³v evRvi e‡j|
L) eëmvq evRvi (Business Markets)t cybivq cÖwµqvKiY A_ev Drcv`b cÖwµqvq eënv‡ii Rb¨
cY¨ ev †mev µqKvix‡ì wb‡q MwVZ evRviB eëmvq evRvi| †hgb- wewfbœ wkí cÖwZôvb|
M) cyb: we‡µZvi evRvi (Re-Seller markets)t cybivq weµq K‡i gybvdv AR©‡bi D‡Ïk¨ †h mKj
cÖwZôvb cY¨ µq K‡i Zv‡K cyb: we‡µZvi evRvi e‡j| †hgb- cvBKvi I LyPiv eëmvqx|
N) miKvwi evRvi (Government market)t Rb‡mev Kvh©µg Pvjy ivLv A_ev hv‡ì cÖ‡qvRb Zv‡ì
wbKU n¯—vš—‡ii D‡`‡k¨ cY¨ ev †mev µqKvix mnvqK G‡RwÝ¸‡jv wb‡q MwVZ evRvi‡K miKvwi
evRvi e‡j| †hgb-miKvwi nvmcvZvj, ¯‹zj A_ev Awdm|
O) AvšÍRv©wZK evRvi (International market)t ‰e‡`wkK †µZv hviv g~jZ †fv³v, Drcv`bKvix, cyb:
we‡µZv, miKvi Zv‡ì wb‡q MwVZ evRviB AvšÍRv©wZK evRvi|
D‡jøwLZ evRvi¸‡jvi cÖ‡Z¨KwUi Avjv`v Avjv`v êwkó¨ i‡q‡Q| GB êwkó¨mg~n we‡ePbv K‡i
cÖ‡Z¨KUv evRv‡ii Rb¨ Avjv`v Avjv`v evRviRvZKiY †KŠkj MÖnY Ki‡Z nq|
5| cÖwZ‡hvMx (Competitions)t cÖvq cÖ‡Z¨KwU evRviRvZKiY cwZôvb‡KB cÖwZ‡hvwMZvi m¤§yLxb n‡Z

nq| we‡kl K‡i mgRvZxq cÖwZôvb¸‡jv‡K GB cÖwZ‡hvwMZv e¨vcK fv‡e †gvKv‡ejv Ki‡Z nq| eZ©gvb
cÖwZ‡hvwMZvg~jK cwi‡e‡k evRviRvZKvix‡K me©`v †PvL, Kvb †Lvjv ivLv‡Z nq| cÖwZwU cÖwZôvb †Póv
Ki‡Q m‡ev©”P evRvi ‡kqvi `Lj Ki‡Z| ZvB Zviv cÖwZwbqZ †fv³v‡ì Rb¨ wewfbœ iKg my‡hvM myweav
cÖ`vb Ki‡Z e¨¯Í| ZvB evRviRvZKvix‡K me©`v Zv‡ì cÖwZ‡hvMx‡ì `~e©jZv, mxgve×Zv Ly‡R †ei Ki‡Z
n‡e Ges †mBfv‡e evRviRvZKiY †KŠkj cÖbqb Ki‡Z n‡e| cÖwZ‡hvMx‡ì Ae‡njv Kiv A_ev Zv‡ì‡K
†QvU K‡i †`L‡Z wM‡q A‡bK eo eo †Kv¤úvwb evRvi nvwi‡q‡Q| cwZ‡hvwMZvg~jK Dcv`vb¸‡jv‡K `y‡Uv
`„wó‡KvY †_‡K Av‡jvPbv Kiv hvq|

weweGm †cÖvMÖvg
c‡Yï kZv©evjxt cY¨ msµvšÍ wewfbœ welq cÖwZ‡hvwMZv g~jK cwi‡ek m„wó K‡i| †hgbt cwZôvwbK
cÖwZ‡hvwMZv, c‡Yï aiY m¤ú‡K© cÖwZ‡hvwMZv, Ges mvaviY cÖwZ‡hvwMZv|
cÖwZ‡hvwMZvg~jK evRvi KvVv‡gvt wk‡íi MwZkxjZvi Kvi‡Y eëmvq †¶‡Î cÖwZ‡hvwMZvg~jK
eëmvwqK m¤ú‡K©i D™¢e N‡U|
5| Rb‡Mvwô (Publics)t Rb‡hvôx n‡jv Ggb GKwU `j ev †Mvôx hviv †Kv¤úvwbi D‡Ïk¨ AR©‡bi
mvg‡_©ï Dci cÖK„Z Ges m¤¢ve¨fv‡e cÖfve we¯—vi Ki‡Z cv‡i| †Kv¤úvwbi j¶ AR©‡bi Rb¨ Rb‡Mvôxi
cÖfve AZ¨š— e¨vcK| ZvB evRviRvZKiY cwiKíbv cÖbqb Kivi Rb¨ †µZv evRv‡ii AwaKvsk
RbM‡bi K_v we‡ePbv Ki‡Z nq| wb‡gœ wP‡Îi gva¨‡g wewfbœ ai‡Yi Rb‡Mvôx †`Lv‡bv n‡jv|
K) A_© ms¯’vbKvix Rb‡Mvôx (Financial public)t A_©ms¯’vbKvix Rb‡Mvôx †Kv¤úvwbi g~jab †RvMvo
Kivi ¶gZvi Dci cÖfve we¯Ívi K‡i| †hgb: e¨vsK, wewb‡qvM ms¯’v, †kqvi evRvi BZ¨vw` ¸iæZ¡c~Y©
A_© ms¯’vbKvix Rb‡Mvôx wnmv‡e MY¨ Kiv nq|
bvMwiK Rb‡Mvwô
miKvwi ¯’vbxq
Rb‡Mvwô Rb‡Mvwó
wgwWqv
Rb‡Mvwô mvaviY
Rb‡Mvwô
A_©ms¯’vbKvix© Af¨š—ixb
Rb‡Mvwô
Rb‡Mvwó
Rb‡Mvwó
wPÎ t Rb‡Mvwôi aiY

L) wgwWqv Rb‡Mvwô (Media publics)t wgwWqv Rb‡Mvwô n‡”Q hviv Lei, wbe×, m¤úv`Kxq gZvgZ
cÖPvi K‡i| †hgb: cÎ-cvwÎKv, †iwWI, †Uwjwfkb, g¨vMvwRb BZ¨vw`|
M) miKvwi Rb‡Mvwô (Government publics)t miKvwi wewfbœ cÖwZôvb hviv †Kv¤úvwbi
evRviRvZKi‡Y cÖfve m„wó K‡i Zv‡ì mgwó‡K miKvwi Rb‡Mvwô e‡j| miKvwi ms¯’v hviv c‡Yï
wbivcËv, weÁc‡bi mZZv, cwi‡ek `~lY, c‡Yï gvb BZ¨vw` hvPvB K‡i Zviv GB †kªYxi AšÍf©~³|
N) bvMwiK Rb‡Mvwô (Citizen action publics)t ‡Kv¤úvwbi evRviRvZKiY Kvh©vewj m¤úv`‡bi †¶‡Î
†fv³v msMVb, cwi‡ekev`x †RvU, msL¨vjNy m¤cÖ`vq BZ¨vw` cÖfve we¯Ívi K‡i _v‡K| G‡ì bvMwiK
Rb‡Mvwô e‡j| †hgb cwi‡ek `~lY, A_ev aygcvb we‡iva Av‡›`vjb|
O) ¯’vbxq Rb‡Mvwô (Local publics)t cÖ‡Z¨K †Kv¤úvwbi evRviRvZKiY Kvh©µg Zvi cÖwZ‡ekx,
KwgDwbwU I wewfbœ ms¯’v KZ©„K cÖfvweZ nq| ¯’vbxq Rb‡Mvwôi mv‡_ mgš^‡qi Rb¨ †Kv¤úvwbmg~n cÖvq
†¶‡Î Rbms‡hvM Kg©KZv© wb‡qvM w`‡q _v‡Kb|
P) mvaviY Rb‡Mvwô (General publics)t ‡Kv¤úwb‡K Zvi cY¨ Ges Kvh©µ‡gi e¨vcv‡i mvaviY gvby‡li
g‡bvfv‡ei cÖwZ j¶ ivLv‡Z nq| RbM‡bi Kv‡Q †Kv¤úvwbi fveg~Zx© weµ‡qi cwigvb‡K cÖfvweZ
K‡i|
Q) Af¨š—ixb Rb‡Mvwô (Internal publics)t ‡Kv¤úvwbi Af¨š—ixb kªwgK, Kg©Pvix, Kg©KZ©v,
eë¯’vcK, cwiPvjKgÛjx BZ¨vw` Af¨šÍixb Rb‡Mvwô wnmv‡e wPwýZ Kiv nq| GivI wewfbœ fv‡e
evRviRvZKiY Kvh©µg‡K cÖfvweZ K‡i|

cvV-ms‡¶c
• e¨wóK cwi‡ek ej‡Z H mKj Dcv`vb‡K eySvq hv GKwU †Kv¤úvwbi Dci mivmwifv‡e cÖfve we¯Ívi
K‡i|
• ‡Kv¤úvwb ej‡Z Ggb GKwU ms¯’v‡K eySvq †hLv‡b KwZcq m`m¨ wgwjZ n‡q AvBbMZ fv‡e
evRviRvZKiY Kvh©µg m¤úv`‡b AskMÖnY K‡i|
• kxl© eë¯’vcbvi Aš—f©~³ e¨w³iv n‡jb wbev©nx KwgwU, cwiPvjK cl©`, eë¯’vcK, kxl© wbev©nx
KZ©gZv©|
• mvavišÍ PzovšÍ cY¨ Drcv`‡b hviv KvuPvgvj ev LyPiv hš¿vsk mieivn K‡i ZvivB mieivnKvix|
• ‡h mKj eëmvqx µq weµ‡q mnvqZv Kivi Rb¨ †µZv AbymÜvb K‡i ZvivB ga¨¯’eëmvqx|
• e¯‘MZ eÈb dvg©¸‡jv †Kv¤úvwbi Drcvw`Z cY¨ Drcv`b ¯’vb †_‡K Mš—e¨ ¯’v‡b †cŠu‡P w`‡Z Ges
cY¨ gRy`Ki‡Y mvnvh¨ K‡i _v‡K|
• evRviRvZKi‡Y †mev`vbKvix cÖwZôvb¸‡jv n‡”Q evRviRvZKiY M‡elYv dvg©, weÁvcb ms¯’v, wgwWqv
dvg© BZ¨vw`|
• hviv evRviRvZKvix cÖwZôv‡bi cY¨ I †mevmvgMÖx µq K‡i Zv‡ì‡K †µZv e‡j|
• hviv e¨w³MZ †fv‡Mi Rb¨ cY¨ µq K‡i Zv‡ì‡K wb‡q †fv³v evRvi Ges cyb:weµ‡qi Rb¨ cY¨ µq
K‡i Zv‡ì wb‡q cyb: weµZvi evRvi MwVZ nq|
• we‡`‡k Ae¯’vbiZ †fv³v, cyb:weµqKvix, miKvwi ms¯’v wb‡q AvšÍRv©wZK evRvi MwVZ|
• mvaviš— GKB RvZxq cY¨ ev †mev Drcv`bKvix I evRviRvZKvix cÖwZôvb cÖ‡Z‡KB G‡K A‡bï
cÖwZ‡hvMx ejv nq|
• Rb‡Mvôx ej‡Z RbM‡bi H Ask‡K eySvq hv‡ì GKwU msMV‡bi Dci cÖfve wKsev cÖK…Z ev m¤¢ve¨
¯^v_© wbnxZ _v‡K|
• wgwWqv Rb‡Mvôx n‡jv †Kvb msMVb hviv msev`, wbe×, m¤úv`Kxq gZvgZ cÖPvi K‡i|
cv‡VvËi g~j¨vqb
mwVK DË‡ii cv‡k wUK (√) wPý w`b-
1| e¨wóK evRviRvZKiY cwi‡e‡ki c¶ †KvbwU?
K) †Kv¤úvwb L) cÖwZ‡hvMx
M) Rb‡Mvwô N) me¸‡jv
2| e¨wóK evRviRvZKiY cwi‡e‡ki c¶ bq
K) mieivnKvix L) Rbms‡hvM wefvM
M) ‡fv³v mwgwZ N) A_©‰bwZK mwgwZ
3| Rb‡Mvôxi AšÍf~³ †KvbwU?
K) wgwWqv L) ‡fv³v
M) cÖwZ‡hvMx N) ga¨¯’eëmvqx
4| †KvbwU †Kv¤úvwbi c¶
K) e¯‘MZ eÈb Kvh© L) Avw_©K ga¨¯’Kvievix
M) M‡elYv I Dbœqb N) mieivnKvix
5| †µZv evRv‡ii †kªYxf~³ †KvbwU?
K) eëmvq evRvi L) ¯’vbxq evRvi
M) weµq †K›`ª N) ‡KvbwUI bv
6| e¨wóK cwi‡e‡ki me‡P‡q ¸iæZ¡c~Y© c¶ †KvbwU?
K) MÖvnK L) ga¨¯’Kvievix
M) mieivnKvix N) cÖwZ‡hvMx dvg©

weweGm †cÖvMÖvg

mvgwóK cwi‡ek (Macro Environment)
D‡Ïk¨

evRviRvZKi‡Yi mvgwóK cwi‡ek Kx Zv eyS‡Z cvi‡eb|
mvgwóK cwi‡e‡ki cwieZ©bmg~n e¨vL¨v Ki‡Z cvi‡eb|
GB mKj cwieZ©‡bi ¸iæZ¡ eywS‡q w`‡Z m¶g n‡eb|
GB mKj cwieZ©b wKfv‡e evRviRvZKiY Kvh©µg‡K cÖfvweZ K‡i Zv we‡kølY Ki‡Z
cvi‡eb|
‡Kv¤úvwbi mgwóK cwi‡ek (Company's Macro Environment)

‡h mKj mgwóK ev Awbqš¿b‡hvM¨ kw³ mgMÖ evRviRvZKiY Kvh©µ‡g c‡iv¶fv‡e cÖfve we¯Ívi K‡i
†m¸wji mw¤§wjZ cÖfve‡K mgwóK cwi‡ek e‡j| GB cwi‡ek ej‡Z Ggb ai‡bi KwZcq kw³i mgwó‡K
eySvq hv cÖwZôv‡bi e¨wóK cwi‡e‡ki Aš—©MZ kw³i wewfbœ c¶¸‡jv‡K cÖfvweZ K‡i Ges GB kw³¸‡jv
wb‡RivB Avjv`v cÖwi‡ek m„wó K‡i| e¨wóK cwi‡e‡ki Dci m„wóKvix e„nËi mgv‡Ri kw³¸‡jv
RbmsL¨vMZ, A_©‰bwZK, cÖvK…wZK, cÖhyw³MZ, ivR‰bwZK, Ges mvs¯‹…wZK kw³¸‡jv wb‡q mgwóK cwi‡ek
MwVZ| G mg¯Í Dcv`vb¸‡jv e¨vwn¨K I Awbqš¿b‡hvM¨ kw³ Øviv cwiPvwjZ nq| GB mKj Dcv`vb
cÖwZôv‡bi cY¨ evRviRvZKi‡Yi †¶‡Î wewfbœ my‡hvM I SzuwKi m„wó K‡i| wb‡gœ wP‡Îi mvnvh¨
Dcv`vb¸‡jvi eY©bv †Ìqv n‡jvt
cÖhyw³MZ
cÖvK…wZK kw³mg~n
kw³mg~n
ivR‰bwZK
A_©‰bwZK kw³mg~n
kw³mg~n
RbmsL¨vMZ mvs¯‹…wZK
kw³mg~n ‡Kv¤úvwb kw³mg~n
wPÎ t †Kv¤úvwbi mvgwóK cwi‡e‡ki cÖavb kw³mg~n

Source: P.Kokler & G Armstrong, Principles of Marketing, 10th Edition, 2004, P-111
1| RbmsL¨vMZ cwi‡ek (Demographic Environment) t evRviRvZKvixi Rb¨ cÖ_g Ges cÖavb

welq n‡jv RbmsL¨v| cwi‡e‡ki GKUv Ab¨Zg Dcv`vb wnmv‡e RbmsL¨v evRviRvZKi‡Yi Dci cÖfve
†d‡j| †Kvb GKwU wbw`©ó AÂ‡ji RbmsL¨vi AvqZb, NbZ¡, Ae¯’vb, MwZkxjZvi aviv, eqm, eY©, †ckv
BZ¨vw` Dcv`v‡bi mgš^‡q MwVZ Ae¯’vB RbmsL¨v cwi‡ek| RbmsL¨v cwi‡ek evRviRvZKvixi Kv‡Q g~j
AvMÖ‡ni welq KviY Gi ms‡½ RbMb RwoZ Ges RbMb evRvi m„wó K‡i| c„w_exi wewfbœ AÂ‡ji

weweGm †cÖvMÖvg
RbmsL¨vi cwigvb, a‡g©i cv_©K¨, Rxebai‡Yi c×wZi cv_©K¨ cÖf„wZ RbM‡bi †fv‡Mi cwigvb, µq,
Af¨vm, iæwP BZ¨vw`‡Z cv_©K¨ m„wó K‡i| †h †Kvb cY¨ evRviRvZ Kivi c~‡e© evRviRvZKvix‡K RbmsL¨v
m¤úwK©Z †h mg¯— welq Rvbv cÖ‡qvRb ev we‡ePbv Kiv DwPZ Zv n‡”Qt
K) RbmsL¨v e„w× (Population Growth) t wek¦e¨vcx RbmsL¨v `ªæZ e„w× cv‡”Q| RbmsL¨vi GB iƒc
e„w× evRviRvZKi‡Yi Dci cÖfve we¯Ívi Ki‡Q| RbmsL¨v e„w×i d‡j A‡bK mgq Pvwn`v Ges
†hvMv‡bi g‡a¨ mgš^q mvaY Kómva¨ n‡q `vovq| Avevi GB e„w× gvby‡li RxebhvÎvi Dci †bwZevPK
cÖfve we¯—vi Ki‡Z cv‡i|
L) RbmsL¨vi eqm KvVv‡gvi cwieZ©b (Charging age structure of population) t GKwU †`‡ki
†gvU RbmsL¨vi kZKiv KZfvM wkï, wK‡kvi, hyeK, e„× BZ¨vw` wewfbœ †kªYx‡Z AšÍf©~³ Kiv n‡q‡Q
Zv GKRb evRviRvZKvix‡K Rvb‡Z nq| KviY wewfbœ eq‡mi RbM‡bi wewfbœ ai‡Yi Pvwn`v i‡q‡Q|
M) cvwievwiK Rxeb avivq cwieZ©b (Change in family life) t we‡k¦ cvwievwiK Rxeb avivq e¨vcK
cwieZ©b mvwaZ n‡”Q| Dbœqbkxj, DbœZ Ges Abybœqbkxj †`kmg~‡n Kg©Rxex gwnjvi msL¨v, wej‡¤^
weevn, wk¶vi cÖmvi, Aeva †gjv‡gmv BZ¨vw` cÖebZv e„w× cvIqvh cvwievwiK Rxeb avivq cwieZ©b
G‡m‡Q| Avgv‡ì †`‡ki gwnjviv e¨¯Í _vKvi Kvi‡Y dv÷ dzW, Iqvwks †gwkb, ˆZwi †cvkvK
BZ¨vwì Pvwn`v e„w× cv‡”Q|
N) RbmsL¨vi †fŠMwjK cwieZ©b (Geographic shifts in population) t wewfbœ cÖKvi cÖvK…wZK
`~‡hv©M, eëmvwqK Ges Kg©ms¯’v‡bi my‡hvM myweav, RxebhvÎvi gvb Dbœq‡bi my‡hvM BZ¨vwì Kvi‡Y
gvbyl GK †`k n‡Z Ab¨ †`‡k A_ev GK GÂj †_‡K Ab¨ AÂ‡j ¯’vbvšÍwiZ n‡”Q| eZ©gv‡b
Avgv‡ì †`‡kI MÖvg †_‡K kn‡i w`‡K Avmvi cÖebZv e„w× cv‡”Q|
O) wk¶v I †ckv (Education and profession) t mgv‡R wk¶vi nvi Ges †ckvi eÈb m¤ú‡K©
evRviRvZKvix‡K AeMZ _vK‡Z nq| wkw¶Z Ges Awkw¶Z gvby‡li iæwP, Pvwn`v µq BZ¨vwì g‡a¨
cv_©K¨ cwijw¶Z nq| wewfbœ †ckvi gvby‡li g‡a¨ AvPiYMZ cv_©K¨ †`Lv hvq hv evRviRvZKi‡Yi
Dci cÖfve we¯Ívi K‡i|
P) ‰ewPÎ¨Zv e„w× (Increasing diversity) t wewfbœ †`‡ki g‡a¨ êwPÎ¨c~Y© mvs¯‹…wZ cwijw¶Z nq| GB
mvs¯‹…wZK êwPÎ¨Zv Zv‡ì g‡bvfve, wek¦vm, g~j¨‡eva BZ¨vw` Øviv cÖfvweZ nq| evRviRvZKvixi
c‡¶ GB welq¸‡jvi myó mgq Kiv AZ¨šÍ Kógva¨ e¨vcvi|
2| A_©‰bwZK cwi‡ek (Economic Environment) t GKwU †`‡ki A_©‰bwZK cwi‡ek cwijw¶Z nq

H †`‡ki gvby‡li RxebhvÎvi gv‡bi Øviv| evRv‡i cY¨ mieivn KivUvB evRviRvZKvixi cÖavb KvR bq
eis evRv‡i †µZv‡ì µq¶gZv we‡ePbv K‡i cY¨ mieivn Ki‡Z nq| myZivs c‡Yï evRviRvZKi‡Y
†µZvi A_©‰bwZK Ae¯’vI cÖfve we¯Ívi K‡i| †fv³v‡ì µq ¶gZv Ges e¨‡qi aiY‡K cÖfvweZ K‡i
Ggb KwZcq Dcv`v‡bi mgš^‡q MwVZ Ae¯’vB A_©‰bwZK cwi‡ek| †h †Kvb cY¨ evRviRvZKi‡Yi c~‡e©
evRviRvZKvix‡K A_©‰bwZK Ae¯’v m¤ú‡K© wbgœ wjwLZ welqmg~n Rvb‡Z nq|
K) Av‡qi cwieZ©b (Changes in income) t gvÎvwËwi³ gy`ªvù«xwZ, e¨vcK †eKviZ¡, A_©‰bwZK
AwbðqZv BZ¨vwì Kvi‡Y †µZvi Ae¯’vi cwieZ©b n‡Z cv‡i| Avevi ê‡`wkK F‡Yi Kvi‡Yi
†`‡ki A_©‰bwZK Dbœqb n‡jI †µZvi ¶q ¶gZv Kg‡Z cv‡i| d‡j †µZvi cÖK…Z Av‡qi n«vm e„w×i
Dci Zvi µq ¶gZv wbf©i K‡i|
L) ‡fv³v‡ì e¨‡qi aiY cwieZ©b (Changing consumer spending pattern) t mgq Ges Av‡qi
cwieZ©‡bi d‡j †fv³v‡ì †fv‡Mi cwieZ©b n‡q _v‡K| †µZv‡ì Avq, RxebhvÎvi gvb, my‡ì nvi,
mÂq, FY BZ¨vw` gvby‡li †fv‡Mi Dci cÖfve we¯Ívi Ki‡Z cv‡i| wewfbœ Pjgvb cwiw¯’wZi Kvi‡Y
†fv³v‡ì †fvM I e¨qAf¨vm cwieZ©b nq| gvby‡li gvbwmKZvi cwieZ©‡bi Rb¨ A‡bK mgq e¨‡qi
I †fv‡Mi aiY cwieZ©b n‡q _v‡K|

M) mÂ‡qi nvi Ges cÖvc¨Zv (Savings rate and availability of loans) t mÂ‡qi cÖebZv, F‡Yi
cÖvc¨Zv, evwK‡Z cY¨ µq weµq, BZ¨vw` †fv³v‡ì µq AvPiY‡K cÖfvweZ K‡i| †fv³v‡ì mÂ‡qi
cÖebZv e„w× †c‡j †fv‡Mi cwigvb Kg nq| Avevi F‡Yi mnR jf¨Zv †fv‡Mi cwigvb‡K e„w× Ki‡Z
cv‡i| myZivs RbM‡bi GB welqmg~n‡K evRviRvZKvix‡K we‡ePbvq wb‡q Avm‡Z nq|
3| cÖvK…wZK cwi‡ek (Natural Environment) t †Kvb †`‡ki Rvjevqy, b`-b`x, AvenvIqv, cÖvK…wZK
m¤ú`, BZ¨vwì mgš^‡q †mB †`‡ki cÖvK…wZK cwi‡ek MwVZ nq| GB mKj cÖvK…wZK cwi‡ek †Kv¤úvwbi
ARv‡š—B evRviRvZKiY Kvh©vewj‡K cÖfvweZ K‡i| cÖvK…wZK cwi‡ek †mB †`‡ki Drcv`b, eÈb, †fvM,
RxebhvÎv BZ¨vwì Dci e¨vcK cÖfve we¯—vi K‡i _v‡K| kxZKv‡j Mig †cvkv‡Ki Pvwn`v e„w× cvq,
MigKv‡j †fv³viv kxZ e¯¿ µq K‡i bv| cÖvK…wZK cwi‡ek eZ©gvb hvwš¿K hy‡M evRviRvZKiY‡K wewfbœ
w`K w`‡q cÖfvweZ Ki‡Q| GB cwi‡ek evRviRvZKi‡Yi AbyKz‡j Ges cÖwZKz‡j KvR Ki‡Z cv‡i|
†`‡ki eY¨v, NywY©So, f~wgK¤ú, BZ¨vw` Øviv mgwMÖK evRviRvZKiY ¶wZMÖ¯— n‡Z cv‡i| Avevi cÖvK…wZK
m¤ú‡ì cÖPzh© GKUv †`‡ki evRviRvZKi‡Yi †Pnviv cwieZ©b Ki‡Z cv‡i| d‡j evRviRvZKvix‡K
cÖvK…wZK cwi‡e‡ki welqwU me©`v ¸iæ‡Z¡i mv‡_ we‡ePbv Ki‡Z n‡e| GB cwi‡e‡ki wbgœ- wjwLZ
welq¸‡jvi cÖwZ evRviRvZKvix‡K †Lqvj ivL‡Z n‡e|
K) KvuPvgv‡ji µgn«vmgvb ¯^íZv (Shortage of raw materials) t c„w_exi cÖvß KvuPvgvjmg~n‡K wZb
fv‡M fvM Kiv n‡”Q| Amxg, Amxg n‡jI e„w×‡hvM¨ Ges Amxg wKš‘ e„w×‡hvM¨ bq| evqy, cvwb‡K
Amxg ejv n‡jI eZ©gv‡b `ylYgy³ evqy Ges cvwb wb‡q K_v n‡”Q| ebR m¤ú` ebvqb †hvM¨ n‡jv Gi
mxgve×Zv wb‡q K_v n‡”Q| †Zj, LwbR cY¨, M¨vm BZ¨vwì mxgve×Zv i‡q‡Q| ZvB Kvugv‡ji ¯^íZv
evRviRvZKi‡Y fxlY fv‡e cÖfvweZ Ki‡Q|
L) kw³ m¤ú‡ì e¨q e„w× (Increasing cost of energy) t eZ©gvb mf¨Zv‡K kw³i mf¨Zv ejv nq|
mKj Kg©Kv‡Ûi mv‡_ cÖZ¨¶ Ges c‡iv¶fv‡e kw³ m¤ú` RwoZ _v‡K| evRviRvZKi‡Yi †¶‡Î
Drcv`b, eÈb †_‡K ïiæ K‡i GB kw³ m¤ú` cÖfve we¯—vi Ki‡Q| †Z‡ji g~j¨ e„w×i mv‡_ mv‡_
Gi cÖfve co‡Q mKj A_©‰bwZK Kg©Kv‡Ûi Dci| Gi weKí wnmv‡e †mŠi kw³ Ges cvigvbweK
kw³ BZ¨vw` eënv‡ii cÖ‡Póv Pj‡Q|
M) cwi‡ek `~l‡Yi gvÎv e„w× (Increasing levels of environmental pollution) t wewfbœ wk‡íi
Kvh©µg Øviv cÖvK…wZK cwi‡ek `~wlZ n‡”Q| cwienb, KjKviLvbv †_‡K wb©MZ †avqv cwi‡ek‡K `~wlZ
Ki‡Q| wewfbœ Drcv`b cÖwµqvq †K¨wgKvj eëvni eZ©gv‡b ¯^v‡¯’ï Rb¨ weivU ûgwK n‡q `vwo‡q‡Q|
dvi‡gvwjb eënvi K‡i gvQ Ges dj msi¶Y Kiv n‡”Q| A‡b‡KB GB mKj cY¨ eënvi †_‡K
weiZ _vK‡Q ZvB GB mKj Kg©gvÛ evRviRvZKi‡Yi Dci cÖfve we¯Ívi Ki‡Q|
N) miKv‡ii f~wgKv (Role of government) t miKvi A‡bK mgq cw‡ek `~lY †iv‡ai Rb¨ mivmwi
n¯Í‡¶c Ki‡Q| A‡bK mgq miKvwi wbqš¿‡bi Rb¨ †Kv¤úvwb¸‡jv Zv‡ì Drcv`b c×wZ cwieZ©‡b
eva¨ n‡”Q|
4| cÖhyw³MZ cwi‡ek (Technological Environment) t cÖhyw³MZ cwi‡ek H Dcv`vb wb‡q MwVZ

hvi gva¨‡g cÖhyw³ cÖfvweZ n‡q GKw`‡K †hgb bZzb cY¨ D™¢veb K‡i Ab¨ w`‡K †Zgb evRviRvZKiY
bZzb my‡hvM I ûgwKi m„wó K‡i| cÖhy³MZ Dbœq‡bi gva¨‡g GKwU †`‡k wbZ¨bZzb êwPÎ¨gq cY¨
Drcv`v‡bi gva¨‡g eëmv evwbR¨‡K mPj K‡i iv‡L| †h mKj †`‡k cÖhyw³‡Z DbœwZ jvf Ki‡Z cv‡iwb
†mB mKj †`k Dbœqb †_‡K A‡bK wcwQ‡q Av‡Q| cÖhyw³i Dbœq‡bi d‡j bZzb cY¨, †fvM I †mevi
êwPÎZv †`Lv hvq| cÖhyw³ gvby‡li RxebhvÎvq gvb e„w× Ki‡Q| cÖhyw³MZ welqwU evRviRvZKi‡Y

weweGm †cÖvMÖvg
BwZevPK Ges †bwZevPK cÖfve‡dj‡Q| ZvB cÖhyw³MZ welqwU we‡køl‡Yi Rb¨ evRviRvZKvix‡K wbgœ
wjwLZ welq¸wji cÖwZ j¶ ivL‡Z nq|
K) cÖhy³ cwieZ©‡bi `ªæZZv (Faster pase of technological change) t eZ©gv‡bi cÖhyw³ cwieZ©‡bi
aviv gvby‡li RxebhvÎvi MwZ‡K cwieZ©b K‡i w`‡q‡Q| †hvMv‡hv‡Mi †¶‡Î B-‡gj, B›Uvi‡›U, d¨v·,
†gvevBj †dvb BZ¨vw` ¸iæZ¡c~Y© f~wgKv ivL‡Q| ZvB cÖhyw³MZ Dbœq‡bi d‡j cyivZb c‡Yï Pvwn`v
jyß n‡q bZzb Pvwn`vi m„wó n‡”Q| eZ©gv‡b Awdm Ges eëmv cÖwZôv‡b †hfv‡e Kw¤úDUvi wfw³K
Kvh©µg Pj‡Q †Kvb ‡Kv¤úvwi hw` GB¸wji cÖwZ ¸iæZ¡ bv †`q Z‡e †m evRv‡i wUK‡Z cvi‡e bv|
L) D™¢vebx my‡hvM (Innovational opportunities) t eZ©gv‡b ‡h mKj cÖhyw³ cÖPwjZ i‡q‡Q
fwel¨‡Z Av‡iv DbœZ gv‡bi cÖhyw³i m„wó n‡Z cv‡i| Gi d‡j Drcv`‡bi †¶‡Î e¨vcK cwieZ©b
Avm‡Z cv‡i| eZ©gv‡b †mŠikw³, K¨Ýv‡ii Jla, DošÍ Mvwo, wkZvZc wbqwš¿Z bMix BZ¨vw`
Avwe¯‹v‡ii †Póv Pj‡Q| GB¸wji Ave¯‹vi evRviRvZKi‡Y ‰ecøweK cwieZ©b Avb‡Z cv‡i|
M) M‡elYv Ges Dbœqb Lv‡Z D”P ev‡RU (High research and development budget) t cÖhyw³i
mv‡_ Zvj wgwj‡q Pjvi Rb¨ cÖ‡qvRb n‡jv M‡elYv Ges Dbœqb LvZ‡K myôfv‡e cwiPvjbv Kiv| Gi
Rb¨ cÖPzi A‡_©i cÖ‡qvRb| c„w_exi A‡bK †Kv¤úvwb cÖwZ eQi Gi wcQ‡b wewjqb wewjqb Wjvi LiP
evi‡Q| AvRKvj GKK fv‡e M‡elYvi wcQ‡b e¨q e„w× bv K‡i `jMZ fv‡e wewfbœ †Kv¤úvwb GB
Kvh©µg cwiPvjbv Ki‡Q|
N) ‡QvULvU gvb Dbœq‡bi cÖwZ ¸iæZ¡v‡ivc (Concertration on minor improvement) t A‡bK
†Kv¤úvwb Zvi mvgwMÖK Dbœqb Kvh©µg cwiPjvbvi LiP enb Ki‡Z cvi‡Q bv| GB †¶‡Î
†Kv¤úvwb¸‡jv †QvULvU welq¸‡jvi gvb Dbœqb wb‡q KvR Ki‡Z †ewk AvMÖn cÖKvk Ki‡Q| A‡bK
mgq wewfbœ †Kv¤úvwbi bKj cÖebZv j¶ Kiv hv‡”Q| ZvB Ggb fv‡e cY¨ Dbœqb Kiv cÖ‡qvRb hv‡Z
Ab¨ †KI GUv‡K bKj Ki‡Z bv cv‡i|
O) wbqš¿b e„w× (Increased regulations) t ‡Kvb †Kvb †¶‡Î cÖhyw³MZ Dbœqb †fv³v‡ì wec‡ì
g‡a¨ †dj‡Z cv‡i| ¯’vb msKzjv‡bi Rb¨ eûZjv feb gvbyl‡K wec‡ì g‡a¨ †d‡j w`‡”Q| c‡jw_s
e¨v‡Mi eënv‡ii weiæ‡× RbgZ M‡o D‡V‡Q| Avgv‡ì †`‡ki miKvi cwi‡ek msi¶‡bi e¨vcv‡i
we‡klfv‡e bRi w`‡”Q| ZvB GKRb evRviRvZKvix‡K †`L‡Z Zvi cÖhyw³i †cÖw¶‡Z wK ai‡Yi
wbqš¿g~jK AvBb ev Aa¨v‡`k Avm‡Z cv‡i|
5) ivR‰bwZK cwi‡ek (Political Environment) t evRviRvZKiY Kvh©vewji Dci cÖfve m„wóKvix

wewfbœ miKvwi ms¯’v Ges mvgvwRK ¯^v_© msi¶bKvix msMVb¸‡jvi Kvh©µ‡gi mgš^‡q ivR‰bwZK cwi‡ek
MwVZ| ivR‰bwZK Ges AvBbMZ cwi‡ek ØvivI evRviRvZKiY cÖfvweZ nq| ZvB miKvwi AvBbKvbyb,
ivR‰bwZK `j c×wZ, miKvwi eë¯’vi aiY BZ¨vw` welq¸‡jvi cÖwZ evRviRvZKiY‡K bRi w`‡Z n‡e|
ivR‰bwZK cwi‡e‡ki wbgœ wjwLZ welq¸‡jvi cÖwZ evRviRvZKvix‡K mRvM _vK‡Z n‡e|
K) eëmvq wbqš¿bKvix AvBb I Aa¨v‡`k (Legislation regulation of business) t eëmv‡K wbqš¿b
Kivi Rb¨ †`‡k cÖPwjZ AvBb KvKzb Ges wbqš¿bKvix ms¯’vi Kvh©KvwiZv w`b w`b e„w× cv‡”Q|
mvaviš— †Kv¤úvwb¸‡jv‡K G‡K A‡bï nvZ †_‡K i¶v Kiv, eëmvwqK AmvayZv †_‡K †µZv‡ì i¶v
Kiv Ges eëmvwqK Kvh©µ‡gi ¶wZKi w`K †_‡K mgvR‡K i¶v Kivi wbwg‡Z eëmvq wbqš¿bKvix
AvBb I Aa¨v‡`k Rvwi Kiv nq|
L) miKvwi ms¯’vi f~wgKv (Government agency enforcement) t miKvwi AvBb Kvbyb Z`viwK wK
I ev¯—vevq‡bi Rb¨ wewfbœ miKvwi ms¯’v i‡q‡Q| GB mKj msMVb †Kv¤úvwb¸‡jv‡K A‡bK KvR

Ki‡Z eva¨ K‡i| Avevi A‡bK AvbBMZ welq wb‡q Giv RwUjZvi m„wó K‡i _v‡K| mewgwj‡q G‡ì
f~wgKv evRviRvZKiY eë¯’v‡K cÖfvweZ K‡i|
M) Rb¯^v_©Kvix cÖwZôv‡bi ms¯’v e„w× (Growth of public interest groups) t MZ K‡qK `kK a‡i
Rb¯^v_©Kvix cÖwZôv‡bi msL¨v w`b w`b e„w× cv‡”Q| GB ms¯’v¸‡jv †fv³v‡ì AwaKvi, gwnjv‡ì
AwaKvi, cÖavb bvMwi‡Ki AwaKvi, msL¨vjNy‡ì AwaKvi BZ¨vw` cÖwZôvi Rb¨ K‡Vvi †Póv Ki‡Q|
d‡j evRviRvZKvix cÖwZôvb¸‡jv‡K GB mKj ms¯’vi Kvh©µ‡gi mv‡_ msMwZ †i‡L evRviRvZKiY
Kvh©µg cwiPvjbv Ki‡Z n‡e|
6) mvs¯‹…wZK cwi‡ek (Cultural Environment) t mvs¯‹…wZK cwi‡ek ej‡Z H mKj Dcv`vb‡K

‡evSvq hv mgv‡Ri †gŠwjK g~j¨‡eva, cÖZ¨¶Y, AMÖvwaKvi Ges AvPiY‡K cÖfvweZ K‡i| GKwU †`k ev
mgv‡Ri Rb‡Mvôxi mvgvwRK I mvs¯‹…wZK cwi‡ek cY¨ Drcv`b‡K †hgb cÖfvweZ K‡i †Zgwb
evRviRvZKiY‡KI cÖfvweZ K‡i| mgv‡Ri mvs¯‹…wZK Dcv`vb¸‡jv m¤ú‡K© evRviRvZKvix‡K AewnZ
_vK‡Z n‡e Ges †mBfv‡e wm×všÍ MÖnY Ki‡Z n‡e| ZvB †Kvb GjvKvq evRviRvZKiY Kvh©µg
cwiPvjbvi c~‡e©B †mLvbKvi mvs¯‹…wZK Ges mvgvwRK PjKmg~n we‡kølY Kiv cÖ‡qvRb| mvs¯‹…wZK cwi‡ek
wKfv‡e evRviRvZKiY cwi‡ek‡K cÖfvweZ K‡i Zv wb‡gœ Av‡jvPbv Kiv n‡jv|
K) ‡gŠwjK mvs¯‹…wZK gyj¨‡eva (Core cultural values) t gvbyl GKwU mgv‡R emev‡mi ci †mB
mgv‡Ri gva¨‡g Zvi wKQy gyj¨‡ev‡ai m„wó nq †m¸‡jv mn‡R cwieZ©x©Z nq bv| GB welq¸‡jv
mvaviš— cwievi, wk¶v cÖwZôvb A_ev agx©q Abyf~wZ †_‡K m„wó nq|
M) Dcms¯‹…wZ (Subculture) t GKwU mvs¯‹…wZi Awa‡b Avevi wKQy Dcms¯‹…wZ †`Lv hvq| cÖ‡Z¨KwU
Dcms¯‹…wZi wbR¯^ wKQy wPš—v †PZbv Ges êwkó¨ i‡q‡Q| GB welq¸‡jv Zv‡ì †fvM AvPiY‡K
cÖfvweZ K‡i| evRviRvZKvix‡K GB Dcms¯‹…wZi wfbœ wfbœ AvPiY¸‡jv‡K g~j¨vqb Ki‡Z n‡e|
M) wØZxq ¯Ív‡ii g~j¨‡eva cwieZ©b (Changes of secondary values) t gvby‡li wØZxq ch©v‡qi
g~j¨‡evamg~n cwieZ©bkxj| eZ©gv‡b Avgv‡ì †`‡ki gvby‡li †cvkvK, we‡bv‡`v‡bi DcKiY,
gbwmKZv BZ¨vwì cwieZ©b n‡”Q| Aí eq‡m we‡q Kiv A_ev †jLvcov bv K‡i e‡m _vKv GB
aviYv¸‡jvi A‡bK cwieZ©b n‡q‡Q| RbM‡bi wewfbœ ai‡Yi fvebv †_‡K GB cwieZ©b n‡Z cv‡i|
†hgb:
• wb‡Ri m¤ú‡K© RbM‡bi fvebvt gvby‡li AvšÍ‡Kw›`ªKZv e„w× cv‡”Q| cÖ‡Z¨K e¨w³ wb‡Ri Avb›`,
eënvi I mš‘wói Dci ¸iæZ¡ w`‡q _v‡K|
• A‡Yï m¤ú‡K© RbM‡bi fvebvt GB ch©v‡q gvbyl ÒAvgv‡ì mgvRÓ aviYvi w`‡K avweZ n‡”Q|
mgvR Kj¨vb mva‡Yi Rb¨ mvgvwRK msMVb M‡o DV‡Q|
• msMVb m¤ú‡K© RbM‡bi fvebvt K‡cv©‡ikb, miKvwi ms¯’v, kªwgK msN, wk¶v cÖwZôvb BZ¨vw`
RbM‡bi cÖ‡qvR‡b M‡o DV‡Q|
• mgvR m¤ú‡K© RbM‡bi fvebvt mgv‡Ri gvby‡li `„wófw½i cwieZ©b n‡”Q Ges †fvM, mÂq,
wewb‡qvM cÖfvweZ n‡”Q|
• cÖK…wZ m¤ú‡K© RbM‡bi `„wófw½t mxwgZ m¤ú‡ì mv‡_ mgš^qK‡i gvbyl Zvi Pvwn`v cyi‡Yi †Póv
Ki‡Q|
• wek¦ m¤ú‡K© RbM‡bi `„wófw½t agx©q Abykvm‡bi †P‡q gvbyl ev¯Íe‡K cQ›` K‡i my›ìfv‡e
Rxeb‡K Dc‡fvM Ki‡Q|

weweGm †cÖvMÖvg
cvV-ms‡¶c
• mvgwóK cwi‡ek H mKj c¶, kw³ ev cvwievwk¦©K Ae¯’vi mgš^‡q MwVZ hv evRviRvZKiY Kg©KvÛ‡K
c‡iv¶fv‡e cÖfvweZ K‡i|
• mvgwóK cwi‡e‡ki evRviRvZKiY Dcv`vb¸‡jv evRviRvZKvixi wbKU Awbqš¿b‡hvM¨|
• mvgwóK cwi‡e‡ki Dcv`vbmg~n ¸iæZ¡ mnKv‡i g~j¨vqb K‡i evRviRvZKiY wm×vš— MÖnY Kiv nq|
• RbmsL¨vi Av‡qvZb, NbZ¡, Ae¯’vb, eqm, wj½, eY©, †ckv I Ab¨vb¨ cwimsL¨vb welqK Dcv`v‡bi
mgš^‡q RbmsL¨vMZ cwi‡ek MwVZ|
• cwieZ©xZ cvwievwiK Rxebavivi cwieZ©‡bi Rb¨ Avgv‡ì †`‡k dv÷ dzW, Iqvwks †gwkb, ˆZwi
†cvkvK BZ¨vwì Pvwn`v e„w× cv‡”Q|
• A_©‰bwZK cwi‡ek KZK¸‡jv Dcv`vb h_v †gvU RvZxq Drcv`b, gybvdv, my‡ì nvi, gy`ªvù«xwZi nvi,
Drcv`bkxj BZ¨vwì mgš^‡q MwVZ|
• ‡fv³v‡ì Avq I e¨‡qi nv‡ii Dci †fv³vi µq AvPiY A‡bKvs‡k wbf©ikxj|
• cÖvK…wZK cwi‡ek H mg¯— cÖvK…wZK kw³, Dcv`vb ev m¤ú‡ì mgš^‡q MwVZ hv evRviRvZKiY
Kg©KvÛ‡K c‡iv¶fv‡e cÖfvwZ K‡i|
• mKj cÖKvi Drcv`b Kvh©µg kw³ m¤ú‡ì Dci wbf©ikxj ZvB kw³ m¤ú‡ì NvUwZ I e¨q e„w×
evRviRvZKvixi Rb¨ ûgwK¯îæc|
• cÖhyw³MZ cwi‡ek n‡jv H mKj Dcv`vb hvi Øviv cÖhyw³ cÖfvweZ n‡”Q, bZzb cY¨ D™¢vweZ n‡”Q, m„wó
n‡”Q evRviRvZKi‡Yi bZzb hyM|
• ivR‰bwZK cwi‡ek ej‡Z miKvwi wbqg bxwZ I AvBbKvbyb, miKvwi ms¯’v I wewfbœ cÖfve we¯—viKvix
Rb‡Mvwô‡K eySvq|
• mvs¯‹…wZK cwi‡ek ej‡Z H mKj Dcv`vb‡K eySvq hv mgv‡Ri †gŠwjK g~j¨v‡eva , cÖZ¨¶Y, AMÖvwaKvi
Ges AvPiY‡K cÖfvweZ K‡i|
cv‡VvËi g~j¨vqb
mwVK DË‡ii cv‡k wUK () wPý w`b-
1| mvgwóK cwi‡ek n‡jv evRviRvZKi‡Y Kx RvZxq Dcv`vb
K) wbqš¿b †hvM¨ L) Awbqš¿b ‡hvM¨
M) wbqš¿b †hvM¨ Ges Awbqš¿b †hvM¨ N) †KvbwUB bq
2| mvgwóK cwi‡ek‡K cÖavYZ KZ fv‡M fvM Kiv nqt
K) Qq fv‡M L) evi fv‡M
M) `yB fv‡M N) Pvi fv‡M
3| mgv‡Ri g~j¨‡ev‡ai cwicw¯’ `ªe¨ evRv‡i w`‡j wK n‡e?
K) weµq GKUz Kg n‡e L) weµq GKUz †ewk n‡e
M) weµq †gv‡UI n‡e bv N) weµq c~‡e©i gZ _vK‡e|
4| cÖhyw³MZ cwi‡e‡ki d‡j evRviRvZKvixi gyL‡gvLx n‡”Q
K) bZzb bZzb my‡hv‡Mi L) ûgwKi
M) bZzb bZzb mgm¨vi N) Dc‡ii me¸‡jvi
5| †KvbwU RbmsL¨vMZ cwi‡e‡ki welq bq
K) ‡fv³v‡ì e¨‡qi aiY L) ‰ewPÎ¨Zv e„w×
M) wk¶v I †ckv N) cwieZx©Z cvwievwiK Rxeb
6| cÖvK…wZK m¤ú` cÖavbZ KZ cÖKvi n‡q _v‡K
K) Pvi cÖKvi L) wZb cÖKvi
M) Qq cÖKvi N) AvU cÖKvi

msw¶ß cÖkœvejx
1| cwi‡ek ej‡Z Kx eySvq?
2| evRviRvZKiY cwi‡ek ej‡Z Kx eySvq?
3| my‡hvM m„wó Ges ûgwK †gvKv‡ejvq evRviRvZKiY cwi‡e‡ki f~wgKv Av‡jvPbv Kiæb|
4| wm×vš— MÖnY Ges mgš^q mva‡Yi Rb¨ cwi‡ek we‡kølY GKvšÍ cÖ‡qvRb- e¨vL¨v Kiæb|
5| cvwievwiK Ges mvgvwRK cÖfve wKfv‡e †fv‡Mi Dci we¯Ívi K‡i Av‡jvPbv Kiæb|
6| A_©‰bwZK Ges mvs¯‹…wZK cÖfve wKfv‡e †fv‡Mi Dci cÖfve we¯Ívi K‡i we‡kølY Kiæb |
7| e¨wóK cwi‡e‡ki msÁv w`b|
8| e¨wóK cwi‡e‡ki Dcv`vb¸‡jvi weeiY w`b|
9| RbmsL¨v welqK cwi‡e‡ki cwieZ©b¸‡jvi cÖavb Av‡jvP¨ welqmg~n Kx?
10| ‡Kv¤úvwbi wewfbœ ¸iæZ¡c~Y© wefvM mg~‡ni eY©bv w`b|
11| evRviRvZKi‡Y †Kb mieivnKvix Ges ga¨¯’Kvievix ¸iæZ¡c~Y©|
12| wewfbœ cÖKvi MÖvnK‡ì eY©bv w`b|
13| cÖavb cÖavb Rb‡Mvwôi weeiY w`b|
14| ‡Kv¤úvwbi mgwóK cwi‡ek Kx?
15| cÖvK…wZK Ges cÖhyw³MZ cwi‡e‡ki cÖavb cÖebZv¸‡jv kbv³ Kiæb |
16| ivR‰bwZK Ges mvs¯‹…wZK cwi‡e‡ki cÖavb cwieZ©b¸‡jv e¨vL¨v Kiæb |
17| A_©‰bwZK cwi‡e‡ki cÖavb we‡eP¨ welqmg~n Kx?
iPbvg~jK cÖkœvejx
1| evRviRvZKiY cw‡ek Kx? evRviRvZKiY cw‡ek Aa¨vqb †Kb ¸iæZ¡c~Y©? †fv‡Mi Dci
evRviRvZKiY cw‡e‡ki cÖfve Av‡jvPbv Kiæb |
2| e¨wóK cwi‡e‡ki msÁv w`b| GKwU †Kv¤úvwbi †µZv †mev mvg_©‡K cÖfvweZ K‡i cwi‡e‡ki Ggb
kw³¸‡jvi eY©bv w`b|
3| mvgwóK cwi‡e‡ki msÁv w`b| †fv³vi µq AvPi‡Y cÖfve we¯—viKvix A_©‰bwZK Ges ivR‰bwZK
Dcv`vb¸‡jv Av‡jvPbv Kiæb |
4| mvs¯‹…wZK Ges cÖvK…wZK cwi‡e‡ki cwieZ©b¸‡jv wKfv‡e evRviRvZKiY wm×všÍ mg~n‡K cÖfvweZ
K‡i- e¨vL¨v Kiæb |
5| cÖwZôv‡bi Af¨šÍixY Dcv`vbmg~n evRviRvZKiY Kg©KvÛ‡K wKfv‡e cÖfvweZ K‡i? Av‡jvPbv Kiæb
|
6| evRviRvZKiY cwi‡e‡ki Af¨šÍixb wbqš¿b mv‡c¶ Ges evwn¨K wbqš¿b ewn©f~Z Dcv`vbmg~n Kx?
hw` evwn¨K Dcv`bmg~n wbqš¿‡bi evB‡i nq Zvn‡j evRviRvZKvixMb G¸‡jv wb‡q wPwšÍZ n‡eb
†Kb? we¯ÍvwiZ e¨vL¨v cÖ`vb Kiæb |
DËigvjv
cv‡VvËi g~j¨vqb t1 1. K, 2. M, 3. K, 4. N, 5. N. 6. K,
cv‡VvËi g~j¨vqb t2 1. N, 2. N. 3. K, 4. M, 5. K, 6. K
cv‡VvËi g~j¨vqb t3 1. L, 2. K, 3. M, 4. N, 5. K, 6. L

BDwbU
3
evRviRvZKiY I mgvR (Marketing and Society)
f~wgKv
mvgvwRK Kj¨vb mvab evRviRvZKi‡Yi Rb¨ LyeB ¸iæZ¡c~Y©| mgvR Ges c‡Yï †µZv QvovI A‡b‡K
evRviRvZKiY Kvh©vewji mv‡_ m¤úwK©Z| ZvB evRviRvZKvix‡K †fv³v mš‘wó Ges mvgvwRK Kj¨v‡bi
Rb¨ wPšÍv Ki‡Z nq| Avm‡j cÖPwjZ Kv‡Ri evB‡i evRviRvZKvix mgv‡Ri me©¯Í‡ii RbM‡Yi Rb¨ †h
mKj KvR m¤úv`b K‡i Zv‡KB evRviRvZKi‡Yi mvgvwRK `vwqZ¡ e‡j| †hgbt †fv³v‡ì AwaKvi
msi·Y, gwnjv‡ì AwaKvi cÖwZôv, a~gcvb we‡ivax Awfhvb, cÖvK…wZK m¤ú` msi¶Y BZ¨vw`| eëmv
evwYR¨ Ges A_©‰bwZK †¶‡Î †h †`‡k cÖwZ‡hvwMZv hZ †ewk †m †`‡ki †µZv‡ì Ae¯’vI ZZ †ewk
mymsnZ| ZvB †µZviv mymsMwVZ n‡q †fv³vev` bvgK GKwU Av‡›`vj‡bi gva¨‡g Zv‡ì AwaKvi cÖwZôv
Ki‡Q| Avi GB mKj Av‡›`vj‡bi †cÖw¶‡Z evRviRvZKvix‡ì mvgvwRK m‡PZbv w`b w`b e„w× cv‡”Q|
ZvB wek¦vq‡bi d‡j †Kvb cÖwZôv‡bi mdjZv AR©b Kivi cÖavb nvwZqvi n‡jv mvgvwRK evRviRvZKiY|
weweGm †cÖvMÖvg
evRviRvZKi‡Yi mvgvwRK `vq-`vwqZ¡

(Social Responsibility of Marketing)
D‡Ïk¨

evRviRvZKi‡Yi mvgvwRK `vq-`vwq‡Z¡i welqwU Abyaveb Ki‡Z cvi‡eb|
evRviRvZKi‡Yi mvgvwRK `vwqZ¡kxjZvi cÖK…wZ wbY©q Ki‡Z cvi‡eb|
mvgvwRK `vwqZ¡c~Y© evRviRvZKi‡Yi D‡Ï‡k¨ eëmvq Kvh©µg cÖYqb Ki‡Z cvi‡eb|
evRviRvZKiY ˆbwZKZvi welqwU eyS‡Z cvi‡eb|
evRviRvZKi‡Yi mvgvwRK `vq-`vwqZ¡ (Social Responsibility of Marketing):

mgv‡Ri Dci cÖwZôv‡bi AbyK‚j cÖfve e„w× Kiv Ges cÖwZK‚j cÖfve n«vm Kiv‡K evRviRvZKi‡Yi
mvgvwRK `vwqZ¡ e‡j| Avm‡j mvgwMÖK mgvR Ges mgv‡Ri wewfbœ `j I e¨w³i Dci evRviRvZKi‡Yi
AbyK‚j Kvh©µg e„w× cÖwµqv‡K mvgvwRK `vwqZ¡ e‡j| mvgvwRK Kj¨vY mvab evRviRvZKi‡Yi Rb¨ LyeB
¸iæZ¡c~Y©| cY¨ Ges †µZv QvovI A‡bK wKQy evRviRvZKiY Kvh©µ‡gi mv‡_ RwoZ| †fv³v mš‘wói mv‡_
mv‡_ evRviRvZKiY Kvh©µ‡gi g‡a¨ mvgvwRK Kj¨vY‡K we‡ePbv Ki‡Z nq| Avm‡j evRviRvZKvix
cÖPwjZ Kv‡Ri evB‡i RbM‡Yi A_ev mgv‡Ri Rb¨ m„wókxj †h mKj KvR K‡i Zv‡KB evRviRvZKi‡Yi
mvgvwRK `vwqZ¡ e‡j| wb‡æ evRviRvZKi‡Yi mvgvwRK `vwq‡Z¡i cÖavb w`K¸wj Av‡jvPbv Kiv n‡jvt
1| cwieZ©bkxj mvgvwRK ixwZbxwZi cÖwZ kª×v (Honour to Changing Social Customs and
Policy)t cÖ‡Z¨K mgv‡Ri wbR¯^ wKQy ixwZ-bxwZ ev gyj¨‡eva ev wbR¯^ wKQy wek¦vm I mvs¯‹…wZ _v‡K|
mg‡qi mv‡_ mv‡_ GB mKj ixwZbxwZi wKQy cwieZ©b n‡”Q| mgv‡Ri cÖ‡qvR‡b bZzb bZzb cY¨ evRv‡i
cÖ‡ek Ki‡Q| GB mKj cwieZ©‡bi cÖwZ evRviRvZKvix‡K me©`v †Lqvj ivL‡Z n‡e| GB mKj
cwieZ©‡bi mv‡_ mv‡_ †mB fv‡e evRviRvZKiY †KŠkj MÖnY Ki‡Z n‡e| gvbyl eZ©gv‡b †h fv‡e †h
mKj cY¨ †h ¯’v‡b †c‡Z Pvq †mB fv‡e †mB cY¨wU †mB ¯’v‡b †cŠ‡Q †`qv mgv‡Ri ixwZ-bxwZi mv‡_
mgš^q mva‡bi Rb¨ evRv‡i dvódzW, †iwW dzW A_ev Ab-jvBb eëmvi cÖwZôv jvf K‡i‡Q|
2| †fv³vi AwaKvi msi¶Y (Protection of Consumer Rights)t †fv³v‡ì Pvwn`v, iæwP, cQ›`
Abyhvqx cY¨ I †mev mg~n Drcv`b Kiv| cÖPwjZ fv‡e †fv³v‡ì wKQy AwaKvi i‡q‡Q| evRviRvZKvix‡K
GB mKj AwaKvimg~n cÖwZôvi e¨vcv‡i Dc‡hvMx n‡Z n‡e| GKRb we‡µZvi †hgb Zvi B”Qvbymv‡i `ªe¨
Ges †mevmg~n Drcv`b, eÈb I g~j¨ w¯’i Kivi AwaKvi i‡q‡Q, †Zgwb GKRb †µZviI AwaKvi i‡q‡Q
GB mg¯Í `ªe¨ Ges †mevmg~n µq †_‡K weiZ _vKvq| ZvB †fv³vi AwaKvi msi¶Y K‡i
evRviRvZKvix‡K cY¨ Drcv`b, weµq I gybvdv AR©b evRviRvZKi‡Yi mvgvwRK `vq-`vwq‡Z¡i Ab¨Zg
welq|
3| cwi‡ek msi¶Y (Protection of Environment)t eZ©gvb we‡k¦ evRviRvZKvix‡K me©`v †Lqvj
ivL‡Z n‡e †hb Zv‡ì Kvh©µ‡gi gva¨‡g cwi‡ek `ywlZ bv nq| cwi‡ek `ylY n‡Z †`k I RvwZ‡K i¶v
Kivi Rb¨ miKvi I †emiKvwi ms¯’v Ges e¨w³MZ D‡`¨v‡M A‡bK Kg©m~wP MÖnY Kiv nq| evRviRvZKvix
G mKj Kg©m~wPi cÖwZ kª×v †i‡L evRviRvZKiY Kvh©µg MÖnY K‡i mvgvwRK `vq `vwqZ¡ cvjb Ki‡Z
cv‡i| cwi‡ek msi¶‡bi me© ¯Í‡i evRviRvZKiY Zvi Kvh©µg cÖmvwiZ Ki‡Z cv‡i|
BDwbU wZb c„ôv-44

4| fvimvg¨ eRvq ivLv (Balancing)t evRviRvZKvix A‡bK mgq Zv‡ì M„nxZ Kvh©µ‡gi gva¨‡g
mgv‡R wewfbœ †kªYx m„wó Ki‡Q| cY¨ g~j¨ e„w× K‡i GK †kªYxi †µZv‡ì my‡hvM cÖ`vb Ki‡Q| wKQy
eëmvqx m¤cÖ`v‡qi m„wó n‡”Q Ges Zv‡ì nv‡Z cÖPzi m¤ú` Rgv n‡”Q| d‡j mgvR êlg¨ m„wó Ges we¯Í„Z
n‡”Q| evRviRvZKiY Kg©m~wPi AvIZvq mgv‡Ri abx `wi`ª A_ev Ab¨ †Kvb †kªYx‡K we‡kl †Kvb my‡hvM
myweav bv w`‡j mgv‡R êlg¨ m„wó nIqvi AeKvk _vK‡e bv| G‡Z mg AwaKvi wbwðZ nq Ges mKj
†kªYxi g‡a¨ fvimvg¨ eRv‡q _vK‡e|
5| Ab¨vb¨ mvgvwRK `vwqZ¡ (Other Social Responsibilityes)t D‡jøwLZ mvgvwRK `vwqZ¡ QvovI
evRviRvZKi‡Yi Av‡iv A‡bK mvgvwRK `vq `vwqZ¡ i‡q‡Q| mgv‡Ri †h †Kvb K¬vwšÍ j‡Mœ RbM‡Yi cv‡k
G‡m `vov‡bv evRviRvZKi‡Yi me‡P‡q eo mvgvwRK `vwqZ¡| RvZxq kvwšÍ-k„•Ljv i¶vi †¶‡Î f~wgKv
ivL‡Z cv‡i| GQvov evRviRvZKiY †køvMvb Øviv mgvR m‡PZbZv m„wó Ki‡Z cv‡i hv mgvR cwieZ©‡bi
nvwZqvi wnmv‡e KvR K‡i|
evRviRvZKi‡Yi mvgvwRK `vwqZ¡kxjZvi cÖK…wZ (Nature of Social Responsibility of

Marketing)t evRviRvZKi‡Yi Kg©cwiax µgvMZ fv‡e e„w× cv‡”Q †`kxq eëmv †_‡K GLb A‡bK
†Kv¤úvwb AvšÍR©vwZK eëmv‡qi g‡a¨ Rwo‡q hv‡”Q| d‡j Zv‡K †mB mKj †`‡ki cÖPwjZ AvBb Kvbyb
Ges ixwZ-bxwZi Dci kª×vkxj n‡Z n‡”Q| ZvB GKB mv‡_ GKUv †Kv¤úvwb wewfbœ iK‡gi mvgvwRK
Kvh©µ‡gi mv‡_ Rwo‡q hv‡”Q| BD‡iv‡c GKwU †Kv¤úvwb nq‡Zv wm‡bgv wk‡í mvnvh¨ cÖ`vb Ki‡Q †mB
†Kv¤úvwb evsjv‡`‡k gmwR` A_ev gw›`‡i mvnvh¨ mn‡hvwMZvi nvZ evwo‡q w`‡”Q| evRviRvZKi‡Yi
mvgvwRK `vwqZ¡kxjZvi cÖK…wZ‡K cÖavbZt Pvifv‡M fvM Kiv hvq|
1| Rb‡mevg~jK `vwqZ¡mg~n (Social Responsibilities)t evRviRvZKiY wbe©vnxMY wb‡R‡ì eëmvwqK
Kvh©µ‡gi evB‡i we‡kl wKQy Rb‡mevg~jK Kvh©µg cwiPvjbv K‡i _v‡Kb| GB mKj Kvh©µ‡gi gva¨‡g
†µZv †fv³v‡ì g‡b AbyK‚j fveg~wZ© m„wó K‡i _v‡K| evRviRvZKvixiv †Ljvayjvi Dbœq‡b Avw_©K mvnvh¨
cÖ`vb Ki‡Q A_ev †`‡ki mvs¯‹…wZK Dbœq‡b AskMÖnY Ki‡Q| †`‡k wk¶v I ¯^v¯’¨ Dbœq‡b bvbv ai‡bi
Kg©m~wP MÖnY Ki‡Q| †`‡ki cÖvK…wZK `y‡h©vM †gvKv‡ejvi Rb¨ Îvb Kv‡h© AskMÖn‡Y Ki‡Q| GB fv‡e
wewfbœ cÖKvi Rb‡mevg~jK Kv‡R AskMÖnY K‡i Zvi mvgvwRK `vwqZ¡ cvjb Ki‡Q|
2| ˆbwZK `vwqZ¡mg~n (Ethical Responsibilities)t evRviRvZKvixiv Zv‡ì eëmv‡K cÖwZwôZ Ki‡Z
wM‡q wewfbœ cÖKvi A‰bwZK eëmv‡K cÖwZwôZ Ki‡Q Ges wewfbœ cÖKvi A‰bwZK Kvh©µ‡gi mv‡_ Rwo‡q
hvq| eZ©gv‡b A‡bK †Kv¤úvwb GB mKj A‰bwZK KvRmg~n cwinvi K‡i eëmvwqK cwi‡ek‡K DbœZ
Kivi †Póv Ki‡Q| GB Kvi‡Y A‡bK cÖwZôvb †fv³v‡ì cÖZvwiZ bv K‡i `xN©‡gqv‡` evRv‡i Ae¯’vb
MÖn‡Yi Rb¨ †fv³v‡ì g‡b weiƒc cÖwZwµqv m„wó bv K‡i Ggb evRviRvZKiY Kvh©µg MÖnY Kiv †_‡K
weiZ _vK‡Q| c‡Yï h_vh_ weÁvcY cÖPvi, aygcvb we‡ivax †køvMvb, ¶wZKi cY¨ Drcv`b cwinvi, IRb
I cwigvc wVK ivLv, g~j¨ w¯’wZwkj ivLv BZ¨vw` Kvh©µg MÖn‡Yi gva¨‡g evRviRvZKvix Zv‡ì ˆbwZK
`vwqZ¡mg~n cvjb Ki‡Q|
3| AvBbMZ `vwqZ¡ (Legal Responsibilities)t cÖ‡Z¨K †`‡ki miKvi Zv‡ì †mB †`‡ki Rb‡Yi
mvwe©K Dbœq‡bi Rb¨, eëmvwqK MwZkxjZvi Rb¨, eëmvwqK cwi‡ek wbqš¿‡Yi Rb¨ wewfbœ ai‡bi AvBb
cÖYqb K‡i _v‡K| GB mKj AvBbmg~n ev¯Íevqb Ges †mB Abyhvqx eëmvwqK Kvh©µg cwiPvjbvi gva¨‡g
evRviRvZKvixMY Zv‡ì AvBbMZ `vwqZ¡mg~n cvjb Ki‡Q| cÖPwjZ †hmKj eëmvwqK AvBb †hgb,
c¨v‡U›U, G¨v±, wWRvBb G¨v±, †UªWgvK© G¨v±, JlabxwZ, IRb cwigvb Aa¨v‡`k, weï× Lv`¨ mvgMÖx
Aa¨v‡`k BZ¨vw` welq¸wj A‡bK cÖwZôvb Agvb¨ K‡i Zv‡ì eëmv Kvh©µg cwiPvjbv Ki‡Q Ges
AvBbMZ `vq`vwqZ¡ cvjb †_‡K `~‡i m‡i hv‡”Q|

weweGm †cÖvMÖvg
4| A_©‰bwZK `vwqZ¡mg~n (Economic Responsibilities)t evRviRvZKi‡Yi gva¨‡g mvwe©K A_©‰bwZK

Dbœqb †hb mvwaZ nq †mB fv‡e cÖvwZôvwbK Kg©m~wP cÖYq‡bi gva¨‡g †Kvb †Kv¤úvwb Zvi A_©‰bwZK `vq-
`vwqZ¡ cvjb K‡i _v‡K| eëmv cÖwZôv‡bi Avq I jv‡fi Ask Øviv †Kej eëmvwqK KZ…c¶ DcK…Z n‡e
Ggb bq eis mgMÖ mgvR †hb DcK…Z nq| eëmv cÖwZôvb †_‡K AwR©Z jvf †kqvi †nvìvi, Kg©Pvwi Ges
RbM‡Yi g‡a¨ mwVK fv‡e eÈ‡bi eëmv Ki‡Z n‡e| †kqvi †MvìviMY †hb Zv‡ì wWwf‡W›U wVK gZ
cvB, Kg©Pvix‡ì h_vh_ †evbv‡m‡ì eë¯’v Ges c‡Yï BDwbU gyj¨ Kwg‡q RbMY‡K cY¨ mieivn K‡i
†Kvb †Kv¤úvwb Zvi A_©‰bwZK `vwqZ¡mg~j cvjb Ki‡Z cv‡i|
mvgvwRK `vwqZ¡ I eëmvq Kvh©µg (Social Responsibilities and Business Actions)t

A‡bK cÖwZôvb Zv‡ì mvgvwRK `vq-`vwq‡Z¡i welqwU m¤ú~Y© fv‡e Gwo‡q hv‡”Q| wKš‘ eZ©gv‡b †hLv‡b
c‡Yï Pvwn`vi Zzjbvq †hvMv‡bi cwigvY †ewk †mB mKj A_©bxwZ‡Z evRviRvZKvixiv Zv‡ì mvgvwRK
`vq-`vwqZ¡‡K †Kvb fv‡e Gov‡Z cvi‡Q bv| †mB Kvi‡Y A‡bK †Kv¤úvwb †fv³vev`, cwi‡ekev`,
eëmvwqK ˆbwZKZv BZ¨vwì wel‡qi Dci AbyK‚j g‡bvfve †cvlY Ki‡Q| wb‡æ mvgvwRK `vwqZ¡c~Y©
evRviRvZKi‡Yi D‡Ï‡k¨ eëmvwqK Kvh©µg †Kgb nIqv cÖ‡qvRb Zv Av‡jvPbv Kiv n‡jv|
1| ms¯‹vigy³ evRviRvZKiY (Enlightened Marketing)t GB eë¯’vi g~j K_v n‡jv evRviRvZKiY
Kvh©µgmg~n Ggb fv‡e cÖYqb Ki‡Z n‡e hv‡Z eëmvqxiv evRv‡i `xN©‡gqvw` mdjZv jvf Ki‡Z cv‡i,
†mB Kvi‡b GB `k©‡bi Aaxb evRviRvZKvixiv Zv‡ì ˆbwZK, AvBbMwZ I †mevg~jK `vq-`vwqZ¡mg~n
mwVKfv‡e cvjb Ki‡Z m‡Póv n‡q Zv‡K|
K) †fv³vgyLx evRviRvZiKY (Consumer oriented marketing)t ejv n‡q Zv‡K †fv³ivB ivRv|
GB eë¯’vq †fv³v‡ì `„wó‡Kvb †_‡K evRviRvZKiY Kvh©µg msMwVZ Ges cwiPvwjZ n‡q Zv‡K|
GLv‡b cÖ_‡g Uv‡M©U gv‡K©U wVK Kiv nq Ges †mBfv‡e Zv‡ì Pvwn`v, iæwP, Avq, †ckv, ag© BZ¨vw`
welqmg~n we‡ePbv K‡i cY¨ Drcv`b Kiv nq|
L) D™¢vebx evRviRvZKiY (Innovative marketing)t cÖwZ‡hvwMZvg~jK evRv‡i, †fv³v‡ì
cÖ‡qvRb‡K wPwýZ K‡i A_ev †fv³v‡ì cÖ‡qvRb‡K m„wó K‡i evRviRvZKiY Kvh©µg cwiPvjbv
Kiv nq| GLv‡b evRv‡i cÖPwjZ c‡Yï Dbœqb Kiv †h‡Z cv‡i A_ev wfbœ AvswM‡K bZzb cY¨
cÖ`k©b Ki‡Z cv‡i| evRviRvZKvix GLv‡b me©`v M‡elYv Ges cY¨ Dbœq‡bi Rb¨ e¨vcK wewb‡qvM
K‡i _v‡K|
M) f¨vjy evRviRvZKiY (Value marketing)t ‡fv³viv GKwU cY¨ †_‡K cÖK…Z †h welqwU Avkv
Ki‡Q †mB fv‡e cY¨ evRviRvZKiY †cÖvMÖvg nv‡Z †bqv‡K f¨vjy evRviRvZKiY e‡j|
evRviRvZKiY †KŠk‡ji gva¨‡g cY¨ weµq e„w× Kiv m¤¢e wKš‘ G‡Z c‡Yï f¨vjy ev Dc‡hvwMZv
m„wó nq bv| c‡Yï µgvMZ gvb Dbœq‡bi my‡hvM myweav e„w×, bZzb êwk‡óï cY¨ BZ¨vwì gva¨‡g
f¨vjy e„w× Kiv hvq| eo eo †Kv¤úvwb¸wj f¨vjy m„wói Rb¨ Aweivg †Póv Ges A‡bK wewb‡qvM K‡i
hv‡”Q|
N) †mevi g‡bvfvegyjK evRviRvZKiY (Sense of mission marketing)t e„nËi mvgvwRK
Kj¨vY‡K we‡ePbv K‡i hLb evRviKiY Kvh©µg cwiPvjbv Kiv nq ZLb Zv‡K †mevi g‡bvfveg~jK
evRviRvZKiY e‡j| GLv‡b msKxY© cY¨ wgk‡bi cwie‡Z© e„nËi mvgvwRK wgkb wb‡q
evRviRvZKiY Kvh©µg cwiPvjbv Kiv nq| GLv‡b GKK e¨w³‡Kw›`ªKZv‡K m¤ú~Y© fv‡e D‡c¶v
Kiv nq| evRviRvZKvix wb‡R‡K mgv‡Ri GKRb m`m¨ wnmv‡e Zvi mKj Kvh©µg cÖYqb K‡i
_v‡K| d‡j mgv‡Ri mv‡_ evRviRvZKi‡Y msc„³Zv e„w× cvq Ges `wN©‡gqvw` eëmvwqK m¤úK©
cÖwZôv jvf K‡i|

O) mvgvwRK `„wófw½ m¤úbœ evRviRvZKiY (Social marketing)t evRviRvZKvix cÖwZôv‡bi

cÖ‡qvRb, †fv³v‡ì `xN©‡gqvw` ¯^v_©, mgv‡Ri `xN©‡gqvw` Kj¨vY, †fv³vi cÖ‡qvRb BZ¨vw` we‡ePbv
K‡i †h evRviRvZKiY wm×všÍ MÖnY Kiv nq Zv‡K mvgvwRK `„wófw½ m¤úbœ evRviRvZKiY e‡j|
GB evRviRvZKiY Kvh©µ‡g GKB mv‡_ mgvR, e¨w³, cÖwZôvb Ges msMVK‡ì w`K we‡ePbv Kiv
nq|
2| evRviRvZKiY ˆbwZKZv (marketing Ethics)t b¨vq bxwZi gva¨‡g evRviRvZKiY Kvh©vewj
m¤úv`b‡KB evRviRvZKiY ˆbwZKZv e‡j| evRviRvZKi‡Yi cÖwZwU KvR AvBb Abyhvqx m¤úv`b Ki‡Z
nq| wKš‘ cÖvq mgq †`Lv hvq evRviRvZKi‡Yi wewfbœ †¶‡Î AvBb Kvby‡bi cÖ‡qvM h_vh_ fv‡e m¤úv`b
n‡”Q bv| evRviRvZKiY Zvi Kv‡Ri gva¨‡g †Kvb †Kvb mgq †fv³v‡K cÖZvwiZ Ki‡Q, GB †¶‡Î
evRviRvZKiY c×wZ Zvi ˆbwZKZv eRv‡q ivL‡Q bv| d‡j ejv hvq evRviRvZKi‡Yi mv‡_ mswkøó
wewfbœ c¶‡K wewfbœ Kvh©µ‡gi gva¨‡g cÖZvwiZ bv K‡i AvB‡bi mv‡_ mvgÄm¨c~Y© bxwZi evRviRvZKiY
Kvh©µg m¤úv`b Kiv n‡j Zv‡K evRviRvZKiY ˆbwZKZv e‡j|
evRviRvZKiY Kvh©µ‡g GKwU we‡kl mgm¨v n‡jv evRviRvZKiY wbe©vnxM‡Yi ˆbwZKZvi gvb mKj mgq
Zx¶è _v‡K bv d‡j evRviRvZKvix †Kv¤úvwb¸wj mevi Rb¨ AbymiYxq GKwU wb‡`©wkKv cÖ¯‘Z K‡i| GB
bxwZgvjvi g‡a¨ cY¨, gyj¨, weÁvcY, e›Ub BZ¨vw` wel‡q mvaviY ˆbwZK gvb AšÍf~©³ _v‡K| ˆbwZKZvi
e¨vcv‡i cÖ_g `„wófw½ n‡jv- gy³evRvi I AvBb Øviv evRviRvZKiY †bwZKZv wba©vwiZ n‡e| wØZwq
`„wófw½ n‡jv †Kvb cY¨ Ges eë¯’vcK wb‡RB ˆbwZKZv I mvgvwRK `vq-`vwq‡Z¡i e¨vcv‡i wm×všÍ †b‡e|
GQvovI Av‡gwiKvb gv‡K©wUs G‡mvwm‡qkb ˆbwZKZv m¤ú‡K© we‡kl Code of ethics mycvwik K‡i‡Q|
Zvi g‡a¨ D‡jøL‡hvM¨ n‡jvt evRviRvZKvixi `vwqZ¡, evRviRvZKvixi †ckvMZ AvPiY, mZZv I
c¶cvZnxbZv, evRviRvZKi‡Yi mv‡_ RwoZ wewfbœ c‡¶i AwaKvi I KZ©e¨, cY¨ Dbœqb I eë¯’vcbv,
cÖmvi, g~j¨ wba©viY, M‡elYv, mvsMVwbK m¤úK© BZ¨vw`|
evRviRvZKi‡Y ˆbwZKZvi f~wgKv LyeB ¸iæZ¡c~Y©| †Kbbv, GKRb Drcv`bKvix B”Qv Ki‡j mgv‡R †h
†Kvb ¶wZKi cY¨ mieivn Ki‡Z cvi‡e bv| d‡j m‡PZb evRviRvZKvix‡ì ˆbwZKZvi e¨vcv‡i Dfq
msKU †gvKv‡ejv Ki‡Z nh| evRviRvZKvix‡K Ggb me RwUj ˆbwZK Ae¯’vi g‡a¨ eo‡Z nq †h¸‡jvi
mgvav‡šÍ †Zgb †Kvb f~wgKv cvjb Ki‡Z cv‡i bv| evRviRvZKvix hw` me mgq Zvi Zvr¶wbK weµq
we×i e¨vcviwU wb‡q e¨¯Í _v‡K Zvn‡j ˆbwZKfv‡e Bnv‡K mg_©b Kiv hvq bv| Avevi weµq eë¯’vcK
wnmv‡e `¶Zv cÖgvY w`‡Z wM‡q Zv‡K weµq e„w×i w`‡KB bRi w`‡Z n‡”Q| Z‡e GB †¶‡Î Zv‡K g‡b
ivL‡Z n‡e cÖwZôv‡bi gybvdv m‡e©v”PKiY Kivi cvkvcvwk ˆbwZKZvi cÖ‡kœI Zv‡K GKgZ n‡Z n‡e| ZvB
ejv hvq; evRviRvZKiY eë¯’vcK‡K mvgvwRK `vwqZ¡ Ges ˆbwZKZv `ywU welq‡K cvkvcvwk †i‡L Zvi
†Kvb wm×v‡šÍ DcbxZ nIqv DwPZ| Zvn‡j GKw`‡K mgv‡Ri gvby‡li ¯^v_© i¶v n‡e Ges Ab¨w`‡K
cÖwZôv‡bi ¯^v_© i¶v n‡e|

weweGm †cÖvMÖvg
cvV-ms‡¶c
• evRviRvZKiY cÖwZôv‡bi cÖwZ e¨w³, `j I mgv‡Ri mvgwMÖK AbyK‚j `„wófw½ ev cÖfve e„w× Kiv Ges
mv‡_ mv‡_ cÖwZK‚j cÖfve n«v‡mi †h mKj Kvh©µg MÖnY Kiv nq Zv‡K evRviRvZKi‡Yi mvgvwRK
`vwqZ¡kxjZv e‡j|
• ms¯‹vigy³ evRviRvZKi‡Yi g~j K_v n‡jv evRviRvZKiY eëmvqx `xN©‡gqvw` mdjZv AR©‡bi Rb¨
mnvqK evRviRvZKiY Kvh©µg MÖnY K‡i|
• ‡fv³v‡ì Pvwn`v, iæwP, Avkv AvKv•Lv BZ¨vw` we‡ePbv Z_v †fv³v‡ì `„wó‡Kvb †_‡K evRviRvZKiY
Kvh©µg msMwVZ Ges cwiPvwjZ n‡j Zv‡K †ev³vgyLx evRviRvZKiY e‡j|
• ‡fv³v‡ì Rb¨ Dc‡hvMx m¤úbœ cY¨ ˆZix‡Z AwaK m¤ú` wewb‡qvM Ges †mLvb †Z‡K hw` †fv³viv
cwic~Y© mš‘wó AR©b Ki‡Z cv‡i Zvn‡j Zv‡K f¨vjy evRviRvZKiY e‡j|
• ‡h mKj c‡Yï †Kvb Av‡e`b †bB ev `xN©‡gqv‡` †fv³v mš‘wó Ki‡Z m¶g Zv‡K nxbcY¨ e‡j|
†hgb- AKvh©Ki Jla|
• hw` †Kvb cY¨ eënv‡ii d‡j †fv³v Zvr¶wbK mš‘wó jvf K‡i wKš‘ `xN© †gqv‡` ¶wZKi cÖfve †d‡j
†mB cY¨‡K igbxq cY¨ e‡j| †hgbt wmMv‡iU A_ev gv`KRvZxq cY¨|
• evRviRvZKi‡Yi mv‡_ mswkøó wewfbœ c¶‡K wewfbœ Kvh©µ‡gi gva¨‡g cÖZvwiZ bv K‡i AvB‡bi mv‡_
mgÄm¨c~Y© bxwZi evRviRvZKiY Kvh©µg m¤úv`b Kiv n‡j Zv‡K evRviRvZKiY ‰bwZKZv e‡j|
• ‰bwZKZvi e¨vcv‡i `vk©wbK `„wófw½ n‡jv- gy³evRvi I AvBb Øviv evRviRvZKiY ˆbwZKZv wba©vwiZ
n‡e| GB bxwZ Abymv‡i †Kv¤úvwbi KiYxq Kx Zv wba©vwiZ n‡e AvBb †gvZv‡eK|
• ‡h mKj cY¨ †fvM ev eënv‡ii d‡j Zvr¶wbK mš‘wó Ges `xM© †gqv‡` D”P gvÎvq myweav cvIqv hvq
†mB cY¨¸‡jv KvswLZ cY¨ e‡j| †hgb- cywóKi Lv`¨ mvgMÖx|
• mvgvwRK Kj¨v‡Yi `„wó‡KvY †_‡K †Kv¤úvwb ev evRviRvZKvix cÖwZôv‡bi msÁvwqZKiY‡K †mevi
g‡bvfveg~jK evRviRvZKiY `k©b ev bxwZ e‡j|
• ‡fv³vi Afve, †Kv¤úvwbi cÖ‡qvRb, †fv³vi Ges mgv‡Ri `xN©†gqvw` ¯^v_© we‡ePbv K‡i †h
evRviRvZKiY wm×všÍ MÖnY Kiv nq Zv‡K mvgvwRK evRviRvZKiY e‡j|

cv‡VvËi g~j¨vqb
mwVK DË‡ii cv‡k wUK () wPý w`b|
1| `xN©†gqv`x mdjZv AR©‡bi evRviRvZKi‡Yi Kvh©µg‡K e‡j
K) †fv³vgyLx evRviRvZKiY
L) D™¢vebx evRviRvZKiY
M) ms¯‹vigy³ evRviRvZKiY
N) †mevg~jK evRviRvZKiY
2| ‡h mKj c‡Yï †Kvb Av‡e`b †bB Zv‡K e‡j

K) nxb cY¨
L) KvswLZ cY¨
M) igbxq cY¨
N) wnZKi cY¨
3| `xN©†gqv`x mš‘wói wfwË‡Z cY¨‡K KZ fv‡M fvM Kiv hvq

K) Pvi fv‡M L) Qq fv‡M
M) `yB fv‡M N) AvU fv‡M
4| wb‡æi †Kvb wel‡qi †¶‡Î ˆbwZKZvi m¤ú‡K© we‡kl Code of ethics mycvwik K‡i‡Q|
K) cÖmvi L) g~j¨ wba©viY
M) M‡elYv N) D‡jøwLZ me¸‡jv
5| ‡Kvb cY¨ `xN©‡gqv‡` ¶wZKi cÖfve †d‡jt
K) wnZKi cY¨ L) igbxq cY¨
M) KvswLZ cY¨ N) nxbcY¨
6| f¨vjy evRviRvZKi‡Y †Kvb wel‡qi cÖwZ †ewk ¸iæZ¡ cÖ`vb Kiv nq|
K) c‡Yï gvb Dbœqb
L) c‡Yï bZzb êwkó¨ ms‡hvRb
M) c‡Yï myweav e„w×
N) Dc‡ii me¸‡jv

weweGm †cÖvMÖvg
msw¶ß cÖkœvejx
1| evRviRvZKi‡Yi mvgvwRK `vq `vwqZ¡ Kx?
2| evRviRvZKi‡Yi Rb‡mevg~jK I ˆbwZK `vwqZ¡mg~n Kx?
3| evRvRvZKi‡Yi AvBMbMZ Ges A_©‰bwZK `vwqZ¡ mg~n Kx?
4| ms¯‹…vigy³ evRviRvZKi‡Yi cÖK…Z we‡kølY Kiæb|
5| evRviRvZvKiY ˆbwZKZvi welqwU Av‡jvPbv Kiæb|
iPbvg~jK cÖkœvejx
1| evRviRvZKi‡Yi mvgvwRK `vq-`vwq‡Z¡i cÖavb w`Kmg~n Av‡jvPbv Kiæb| evRviRvZKi‡Yi
mvgvwRK `vwqZ¡kxjZvi cÖK…wZ we‡kølY Kiæb|
2| mvgvwRK `vwqZ¡c~Y© evRviRvZKi‡Yi D‡Ï‡k¨ eëmvq Kvh©µ‡gi cÖavb welqmg~n Av‡jvPbv Kiæb|
DËigvjv
cv‡VvËi g~j¨vqb-1 t 1 (M) 2 (K) 3 (K) 4 (N) 5 (L) 6 (N)

BDwbU
4
evRvi I evRvi wef³KiY
Market and Market Segmentation
f‚wgKv
cÖ‡Z¨K Drcv`K Zvi Drcvw`Z cY¨ mvgMÖx I †mevmg~‡ni myôz evRviRvZKi‡Yi wbwgË mwVK evRvi I
mwVK †fv³v ev †µZvi A‡b¦l‡Yi D‡Ï‡k¨B evRvi wefw³KiY †KŠkj Aej¤^b K‡i _v‡K| G †KŠkjwU
Aej¤^b K‡i Drcv`bKvix Z_v evRvi RvZKvix Zvi cY¨ mdj I Kvh©Ki fv‡e AwaK cwigv‡Y weµq
Ki‡Z m¶g nb|
weweGm †cÖvMÖvg
c vV 1 evRv‡ii msÁv, êwk÷¨ I †kªYxwefvM
D‡Ïk¨
5 evRviRvZKi‡Yi `„wó‡Z evRv‡ii msÁv eY©bv Ki‡Z cvi‡eb;
5 evRv‡ii †kªYx wefvM eY©bv Ki‡Z cvi‡eb;
5 wewfbœ ai‡bi evRv‡ii êwkó¨ eY©bv Ki‡Z cvi‡eb|
welqe¯—z
msÁv
mvaviY gvbyl evRvi ej‡Z †Kvb ¯’vb‡KB ey‡S _v‡K| †hgb- †gŠPvK gv‡K©U, bxj‡¶Z gv‡K©U cÖf…wZ| A_©bxwZi
fvlvq, evRvi ej‡Z †Kvb cY¨‡K †evSvq| †hgb- Pv‡ji, cv‡Ui evRvi, gv‡Qi evRvi cÖf…wZ| evRvivRZKiY
kv‡¯¿ ÔevRvi' K_vwU wfbœ A‡_© eëüZ nq| evRviRvZKi‡Y evRvi ej‡Z †Kvb c‡Yï eZ©gvb I m¤¢ve¨ †µZv
mgwó‡K eySvq| m¤¢ve¨ †µZvi wbæwjwLZ wZbwU êwkó¨ i‡q‡Q|
K. cY¨ ev †mevi Afve ev Pvwn`v i‡q‡Q;
L. Pvwn`v c~i‡Yi Rb¨ cÖ‡qvRbxq A_© ev µq ¶gZv Av‡Q;
M. A_© e¨q Kivi B‡”Q Av‡Q;
Dc‡iv³ Av‡jvPbv †k‡l ejv hvq, evRvi n‡”Q eû msL¨K †µZv I we‡µZvi mgwó hviv cY¨ µq-weµ‡qi Rb¨
cÖwZwbqZ cÖwZ‡hvwMZvq wjß _v‡K|
evRv‡ii †kªYx wefvM

evRviRvZKi‡Yi `„wó‡Z evRvi `y'ai‡bi n‡q _v‡K-
K. †fv³v evRvi
L. wkí evRvi|
†fv³v evRvi
†h me †µZv wb‡Ri ev cwiev‡ii m`m¨‡ì †fvM I eënv‡i iRb¨ cY¨ µq K‡i †m me †µZv‡ì wb‡q †fv³v
evRvi M‡o D‡V| †fv³v evRv‡ii †µZviv KL‡bvB cybt weµ‡qi D‡Ï‡k¨ cY¨ µq K‡i bv| cY¨‡K P~ovšÍ fv‡e
eënvi Kivi Rb¨ A_©vr cY¨wU †_‡K Dc‡hvM jv‡fi D‡Ï‡k¨B µq K‡i| †`‡ki RbmsL¨vi cwigvY I gvby‡li
A_©‰bwZK Ae¯’viB †fv³v eRvq wbf©i K‡i| RbmsL¨v e„w×i mv‡_ mv‡_ †fv³v evRviI m¤úªmvwiZ nq|
†fv³v evRv‡ii êwk÷¨

†fv³v evRv‡ii êwkó¨¸‡jv wb‡b¥ ewY©Z n‡jvt
1. MVb
P~ovš— †fv³v ev eënviKvix‡ì wb‡q †fv³v evRvi MwVZ| †µZvi wb‡Ri ev cwiev‡ii m`m¨‡ì †fvM ev
eënv‡ii Rb¨B cY¨-mvgMÖx µq K‡ib|
2. µ‡qi cÖK…wZ
G evRv‡ii †fv³v ev †µZv‡K Nb Nb cY¨ µq Ki‡Z †`Lv hvq| A_©vr hLb †h cY¨ µq Kivi ìKvi nq ZLbB
Zv µq K‡i| GRb¨B µ‡qi cÖK…wZ nj cybtcyb ev evievi|
BDwbU Pvi c„ôv-52

3. µ‡qi cwigvY
e¨w³MZ ev cvwievwiK cÖ‡qvR‡b cY¨ µq Kiv nq e‡j G evRv‡ii †µZviv ¯^í cwigv‡Y cY¨ µq K‡i| A_©vr
cÖ‡qvRb n‡j ev gRy` †kl n‡jB cybivq Zv µq K‡ib|
4. Pvwn`vi wfbœZv
G evRv‡ii m`m¨‡ì eqm, Avq, iæwP, AvPiY, wjsM BZ¨vwì wfwË‡Z Zv‡ì g‡a¨ Pvwn`vi wfbœZv cwijw¶Z nq|
GKvi‡YB `¶ evRviRvZKvix evRvi wefwËKiY K‡i cY¨ cwiKíbv K‡i _v‡K|
5. m`m¨‡ì Ae¯’vb
G evRv‡ii m`mïv †`‡ki we¯ÍxY© GjvKv Ry‡o Ae¯’vb K‡i| A_©vr †hLv‡b gvbyl emevm K‡i, †mLv‡bB †fv³v
Av‡Q Ges †fvM¨ c‡Yï Pvwn`v eZ©gvb|
6. µ‡qi D‡Ïk¨
G evRv‡ii †µZv‡ì cY¨ µ‡qi GKgvÎ D‡Ïk¨ †fvM Ges †fvM †_‡K Dc‡hvM jvf Kiv| †fv‡Mi gva¨‡g Z…wß
jvfB Zv‡ì cY¨ µ‡q cÖ‡ivwPZ K‡i|
wkí e vRvi
cÖK…wZ Avgv‡ì AdzišÍ m¤ú` `vb K‡i‡Q| wKš‘ Avgiv G m¤ú` mivmwi †fvM ev eënvi Ki‡Z cv‡i bv| †hgb-
Rwg‡Z avb Drcv`b nq| wKš‘ Avgiv †fvMKwi Pvj| avb‡K Pv‡j iƒcvšÍi Kivi Rb¨ wewfbœ ¯’v‡b M‡o D‡V‡Q
ÒivBQwgjÓ| GKB fv‡e M‡o D‡V‡Q Òd¬vIqvi wgjÓ, e‡bi KvV †Z‡K AvmevecÎ ˆZixi Rb¨ M‡o D‡V‡Q
ÒAvmevecÎ KviLvbvÓ BZ¨vw`| A_©vr cÖK…wZ cÖ`Ë mKj m¤ú`‡K gvby‡li †fvM ev eënvi‡ivc‡hvMx Kivi Rb¨
cÖwµqvKiY Ki‡Z nq| cÖwµqv Ki‡Yi gva¨‡g wewfbœ ai‡bi cY¨ Drcv`‡bi j‡¶¨ †`‡k-we‡`‡k M‡o D‡V‡Q
bvbvb ai‡bi wkí KviLvbv| wkí-KviLvbv Zv‡ì Kvh©µg Pvjy ivLvi Rb¨ KuvPvgvj, hš¿bvwZmn hveZxq `ªe¨ mvgMÖx
µq Ki‡Q| wkí-KviLvbv µ‡qiRb¨ evR‡i wewfbœ c‡Yï weivU Pvwn`v m„wó n‡”Q| wkí-KviLvbvi Pvwn`v ev µ‡qi
Dci wfwË K‡iB wkí-evRvi M‡o DV‡Q| Kv‡RB wkí evRvi n‡”Q, c‡Yï cÖwµqvRvZKiY ev bZzb cY¨ Drcv`‡bi
D‡Ï‡k¨ wkí-KviLvbvi hveZxq µq|
êwkó¨
wkí evRv‡ii êwkó¨mg~n wb‡¤œ ewY©Z n‡jvt
1. MVb
cY¨ Drcv`b ev cÖwµqvKi‡Yi mv‡_ RwoZ e¨w³ cÖwZôvb wb‡q wkí evRvi MwVZ| A_©vr wkí-KviLvbvi mgb¦‡q
wkí evRvi MwVZ|
2 D‡Ïk¨
G evRv‡ii cY¨ µ‡qi D‡Ïk¨ nj µxZ c‡Yï Dci cÖwµqvKi‡Yi gva¨‡g †fv³v‡ì eënvi‡hvMx ev †fvM
Dc‡hvMx c‡Yï Drcv`b Ges weµ‡qi gva¨‡g gybvdv AR©b Kiv|
3. µ‡qi cwigvb
wkí KviLvbvq cY¨ ev DcKi‡Yi Pvwn`v †_‡K cÖPyi| Kv‡RB G evRv‡ii †µZviv GKmv‡_ †ekx cwigv‡Y cY¨ µq
ev msMÖn K‡i|
4. µ‡qi cÖK…wZ
wkí evRv‡i DcKi‡Yi Pvwn`v †ekx _vKvq GK mv‡_ cÖPyi cwigv‡Y µq K‡i| d‡j eQ‡i GKevi ev Kq `dvq eo
eo j‡U cY¨ µq K‡i| †fv³v evRv‡ii gZ evievi cY¨ µq K‡i bv|
5. †µZv‡ì Ae¯’vb
wkí evRv‡ii m`m¨ n‡”Q wewfbœ KjKviLvbv| Kv‡RB †`‡ki †h mKj GjvKvq wkí KviLvbv M‡o D‡V‡Q †mLv‡bB
G evRv‡ii m`m¨‡ì Ae¯’vb|

weweGm †cÖvMÖvg
6. m`m¨ msL¨v
wkí evRv‡ii m`m¨ msL¨v †fv³vi evRv‡ii gZ Amxg bq| G evRv‡ii m`m¨msL¨v mxwgZ Ges Zv‡ì Ae¯’vb
mevi wbKU cwiwPZ|
7. mieivnKvix‡ì gva¨‡g µq
G evRv‡i †µZv‡ì Drcv`b msµvšÍ Sv‡gjv _vKvq mvaviYZt mieivnKvix‡ì gva¨‡gB cY¨ µq K‡i _v‡K|
cvV-ms‡¶c
evRviRvZKi‡Y evRvi ej‡Z †Kvb c‡Yï eZ©gvb I m¤¢ve¨ †µZv mgwó‡K †evSvq|
evRviRvZKi‡Yi `„wó‡ZevRvi `yiKg h_v- 1. †fv³v evRvi, Ges 2. wkí evRvi|
†fv³v evRv‡ii †µZviv KL‡bvB cybt weµ‡qi Rb¨ cY¨ µq K‡i bv| cY¨‡K P~ovšÍfv‡e eënv‡ii Rb¨ µq
K‡i|
†fv³v evRv‡ii êwkó¨¸‡jv n‡jv-
K. P~ovšÍ †fv³v wb‡q †fv³ evRvi MwVZ
L. †µZviv Nb Nb cY¨ µqK‡i
M. cY¨ µ‡qi cwigvY Aí nq
N. †µZv‡ì eqm, Avq, iæwP, wjsM BZ¨vw` Abyhvqx Pvwn`vi wfbœZv †`Lv †`q;
O. †µZv‡ì Ae¯’vb we¯ÍxY© GjvKv Ry‡o
P. ïaygvÎ †fv‡Mi Rb¨ †µZviv cY¨ µq K‡i|
wkí-KviLvbvi Pvwn`v ev µ‡qi Dci wfwË K‡iB wkí evRvi M‡o D‡V|
wkí evRv‡ii êwkó¨ wb¤œiƒct
K. wkí-KviLvbvi mgb¦‡q wkí evRvi MwVZ
L. µxZ c‡Yï cÖwµqvKi‡Yi gva¨‡g Dc‡hvM evov‡bvB wkí evRv‡ii D‡Ïk¨|
M. wkí evRv‡i µ‡qi cwigvY nq e„n`vKvi cwigv‡b|
N. wkí AÂ‡j wkí evRvi Gi Ae¯’vb
O. m`m¨ msL¨v mxwgZ|
P. mvaviYZ mieivnKvix‡ì gva¨‡gB wkí evRvi cY¨ µq Kiv n‡q _v‡K|
cv‡VvËi g~j¨vqb
mwVK DËiwUi cv‡k wUK wPý w`b-
1. †Kvb we‡kl c‡Yï eZ©gvb I m¤¢ve¨ †µZvi mgwó‡K wecY‡b wK ejv nq?
K. GKwÎKiY L. evRvi
M. gvb wba©viY N. msi¶Y
2. wecb‡b evRvi ej‡Z eySvq
K. †Kvb cY¨ L. †Kvb ¯’vb
M. cY¨ I †mev N. c‡Yï eZ©gvb I m¤¢ve¨ †µZv
3. wecY‡bi `„wó‡Z evRvi Kq fv‡M fvM Kiv n‡q‡Q?
K. wZb †kªYx‡Z L. cuvP †kªYx‡Z
M. `yB †kªYx‡Z N. Pvi †kªYx‡Z
4. †h me †µZv wbR ev cwiev‡ii †fvM I eënv‡ii D‡Ï‡k¨ cY¨ µq K‡i Zv‡ì wb‡q MwVZ njt
K. †fv³v evRvi L. wkí evRvi
M. we‡µZv evRvi N. †mevi evRvi|

c vV 2 evRvi wefw³KiY msÁv I wfwËmg~n
D‡Ïk¨
5 evRvi wefw³Ki‡Yi msÁv eY©bv Ki‡Z cv‡ieb;
5 evRvi wefw³ Ki‡Yi wewfbœ wfwËmg~n eY©bv Ki‡Z cvi‡eb|
welqe¯Í
msÁv
mvaviY A‡_©, evRvi wef³KiY ej‡Z `¶Zvi mv‡_ AwaK weµq AR©‡bi Rb¨ †Kvb c‡Yï evRvi Z_v eZ©gvb I
m¤¢ve¨ †µZv ev †fv³v‡ì †QvU †QvU As‡k wef³ Kiv‡K †evSvq|
†µZv ev †fv³vivB nj evRv‡ii cÖavb kw³| wKš‘ mKj †µZvi iæwP, Af¨vm, wPšÍv-†PZbv, µ‡qi aiY, Avq, eqm
BZ¨vw` GK iKg nq bv| †µZv‡ì GBwfbœ wfbœ êwk‡óï Kvi‡Y GKB Kv‡R eënev‡ii D‡Ï‡k¨ mKj †µZviv
GKB eªv‡Ûi cY¨ wK‡b bv| †hgb- ùvZ eªvm Kivi Rb¨ †KD wK‡b †K¬vR Avc, †KD †K‡b †d«m‡Rj, †KD wK‡b
Kj‡MU †c÷| Avevi Ziæb-Ziæbxiv †h d¨vk‡bi cY¨ cQ›` K‡i| eq¯‹ †µZv‡ì wbKU Zv Av‡`Š MÖnYxq bvI
n‡Z cv‡i| †µZv ev †fv³v‡ì GBiƒc wewPÎ êwk‡óï Kvi‡Y mgMÖ evRvi‡K KZ¸‡jv Dc ev †QvU †QvU evRvi
fvM Kiv n‡q _v‡K|
mgMÖ evRvi‡K Gfv‡e fvM Kivi cÖwµqv‡K evRvi wefw³KiY e‡j|
evRvi wef³ Ki‡Yi d‡j †h †QvU †QvU As‡k †gvU evRvi wef³ nq, Zv‡ì GKwU AciwU †_‡K m¤ú~Y©iƒ‡c
Avjv`v n‡q _v‡K| wKš— cÖwZwU DcevRv‡i mgRvZxq ev GKB RvZxq êwkó¨ weivR K‡i|
cwi‡k‡l ejv hq, êmv`„k¨c~Y© mvgwMÖK evRvi‡K †fv³v mgv‡Ri wewfbœ êwk‡óï wfwË‡Z Ges evRviRvZKi‡Yi
myweav‡_© KZ¸‡jv DcfvM ev Dc-evRv‡i fvM Kiv‡KB evRvi wefw³ KiY ejv nq|
evRvi wefw³Ki‡Yi wfwË mgyn

GKwU cÖwZôvb wewfbœ Dcv‡q evRvi wefw³KiY Ki‡Z cv‡i| cY¨ †f‡` evRvi wefw³Ki‡Yi wfwË¸‡jv wewfbœ n‡q
_v‡K| wb‡æ †fv³v evRvi I wkjc evRvi wefw³Ki‡Yi wfwËmg~n Av‡jvPbv Kiv n‡jvt
†fv³v evRvi wefw³KiY t wb‡¤œ †fv³v-evRvi wefw³Ki‡bi wfwËmg~n Av‡jvPbv Kiv n‡jvt
1. †fŠMwjK wefw³KiY
G ai‡bi wefw³Ki‡Y evRvi‡K wewfbœ AÂ‡j, (†hgb- DËivÂj, `w¶Y AÂj), †Rjv (†hgb- XvKv, Kzwgjøv,
wm‡jU), kni, MÖvg BZ¨vwì wfwË‡Z wef³ Kiv nq| †fŠMwjK wefw³Ki‡Yi ci evRviRvZKvix GKwU, wKsev
K‡qKwU wKsev me KwU GjvKvq cY¨ weµ‡qi †Póv K‡i| Z‡e †hme AÂj Ae¯’vb RwbZ Kvi‡Y me©vwaK
gybvdvRbK e‡j cÖZxqgvb nq G c×wZ‡Z †m me AÂ‡jB cY¨ evRviRvZ Kiv nq| Avevi cÖwZwU AÂ‡ji Rb¨
evRviRvZKvix‡K ¯^Zš¿ wecYb Kvh©µg wb‡Z nq| KviY cÖ‡Z¨K AÂ‡ji †µZv‡ì g‡a¨ mgRvZxq êwk÷¨
weivRgvb bvI _vK‡Z cv‡i|
2. RbwgwZK wefw³KiY
evRvi wefw³Ki‡Yi †¶‡Î G c×wZ AwaK nv‡i eëüZ n‡q _v‡K| G c×wZ‡Z KZ¸‡jv RbwgwZ Dcv`vb; †hgb-
eqm, wjsM, Avq cvwievwiK RxebPµ, †ckv, RvZxqZv, wk¶v BZ¨vwì wfwË‡Z mgMÖ evRvi‡K wef³ Kiv nq|
Kvh©KvwiZvi w`K †_‡K RbwgwZK evRvi wef³ Kiv nq| Kvh©KvwiZvi w`K †_‡K RbwgwZK evRvi weåY LeyB `¶
e‡j we‡ewPZ| †hgb- †Ljbv Drcv`bKvix cÖwZôvb eq‡mi mv‡_ mvgÄm¨ †i‡L cY¨ Drcv`b I evRvi wef³

weweGm †cÖvMÖvg
Ki‡Z cv‡i| Avevi, wjsM‡K wfwË K‡i RyZv, †cvkvK, cÖf…wZ c‡Yï wecbb LyeBmnR nq| Ab¨w`‡K †µZvi
Av‡qi Dci wfwË K‡i D”Pgvb I g~‡jï Ges mvaviY gvb I Kg g~‡jï c‡Yï wecbb Ki‡Z cv‡i|
3. gb¯ÍvwË¡K wefw³KiY
†fv³v‡ì Rxeb gv‡bi aiY, e¨w³Z¡, mvgvwRK Ae¯’vb Pvj Pjb cY¨ †_‡K cÖvc¨ Dc‡hv‡Mi cÖZ¨vkv BZ¨vwì Dci
wfwË K‡i evRvi wefw³KiY Kiv n‡j Zv‡K gb¯ÍvwË¡K wefw³KiY ejv nq| G c×wZ‡Z evRvi wefw³Ki‡Yi d‡j
†µZviv †hgb Zv‡ì e¨w³Z¡, iæwP I Rxeb-gv‡bi mv‡_ Zvj wgwj‡q cY¨ µq Ki‡Z cv‡i Ab¨w`‡K
evRviRvZKvixI `¶Zvi mv‡_ AwaK cwigv‡Y cY¨ weµq m¶g nq|
4. AvPiY g~jK wefw³KiY
c‡Yï cÖwZ †fv³v‡ì AvPi‡Yi wfwË‡ZI c‡Yï evRvi wefw³KiY Kiv hvq| G‡¶‡Î AvPiY ej‡Z cY¨wU †fv‡M
wK ai‡bi myweav cvIqv hv‡e, c‡Yï cÖwZ †fv³vi g‡bvfve, c‡Yï eënvi I cY¨ welqK Ávb BZ¨vw` Dcv`vb‡K
†evSvq| KiY Ki‡j mn‡RB †µZv‡ì wPwýZ Kiv hvq Ges †mB Abyhvqx weµq Kgx© Kvw´LZ AvPiY K‡i AwaK
cwigvY cY¨ weµ‡q mdj nq|
wkí evRvi wefw³KiY
wkíevRviI †fv³v evRvi wefw³Ki‡Yi wfwË mg~‡ni Dci wfwË K‡i wefw³KiY Kiv hvq| Z‡e wkí evRvi
wefw³KiY wb¤œwjwLZ Dcv`vb mg~‡ni Dci wfwË K‡i Kiv nqt
1. †µZv cÖK…wZ
†h cÖwZôvb wewfbœ ai‡bi wk‡íi wbKU cY¨ weµq K‡i †h †µZvi cÖK…wZi Dci wfwË K‡i evRvi wefw³KiY
Ki‡Z cv‡i| †hgb- ¶z`ª ê`y¨wZK gUi weµqKvix cÖwZôv‡bi wbKU Gi evRvi e„n`vKvi n‡q _v‡K| KviY- wewfbœ
ai‡bi wk‡j&ci †¶‡Î cY¨wU cÖ‡qvRbxq| evRviRvZKvix G‡¶‡Î †µZvi cÖK…wZ Abyhvqx evRvi wef³ K‡i cY¨
weµ‡qi eë¯’v Ki‡Z cv‡i|
2. †µZvi msL¨v
wkí e¨vsK †µZvi AvKvi Gi Dci wfwË K‡i evRvi wef³KiY m¤¢e| G‡¶‡Î weµq cwigvY‡K wfwË K‡i
evRvi‡K eo I †QvU wnmv‡e wba©viY m¤¢e| Gfv‡e evRvi wef³ K‡i e„nr †µZv‡ì wbKU mivmwi weµq I AwaK
†mev cÖ`vb Kiv nq| Aciw`‡K, ¶z`ª ev †QvU †µZv‡ì †¶‡Î ga¨¯’Kvievix wb‡qvM Kiv nq| G‡Z evRv‡i
kw³kvjx Ae¯’vb wbwðZ nq|
3. µq Ae¯’vi aiY
†h †Kvb µq Ae¯’v‡K wZbfv‡M we‡kølY Kiv †h‡Z cv‡i; †hgb- m¤ú~Y© bZzb µq, ms‡kvwbK cybtµq I mivmwi
cybt µq| cybt µq n‡Z cv‡i DËg we‡ePbvc~e©K mivmwi wKsev Ab¨ cb¨ eënv‡i Z…ß bv n‡q ms‡kvab AvKv‡i
µq wkí cY¨ we‡µZviv Dc‡iv³ wZb Ae¯’vi wfwË‡Z evRvi wef³ K‡i Zv‡ì cY¨ wecY‡bi D‡`¨vM wb‡q
_v‡Kb|
cvV-ms‡¶c
êmv`„g¨c~Y© mvgwMÖK evRvi‡K †fv³v mgv‡Ri wewfbœ êwk‡óï wfwË‡Z Ges evRvi RvZKi‡Yi myweav‡_©
KZ¸‡jv DcfvM ev Dc-evRv‡i fvM Kiv‡KB evRvi wefw³KiY e‡j|
†fv³v evRvi wefw³Ki‡Yi wfwËmg~n nj-
K. †fŠMwjK wefw³KiY L. RbwgwZK wefw³KiY
M. gb¯ÍvwË¡K wefw³KiY N. AvPiYg~jK wefw³KiY
wkí-evRvi wefw³KiY Gi wfwË mg~n nj-
K. †µZvi cÖK…wZ L. †µZvi msL¨v
M. µq-Ae¯’vi aiY|
cv‡VvËi g~j¨vqb t 2
ˆbe©¨w³K cÖkœ
mwVK DË‡ii cv‡k wUK wPý w`b-
1. †Kvb c‡Yï AmgRvZxq mgMÖ evRvi‡K wewfbœ mgRvZq As‡k fvM Kivi cÖwµqv n‡jvt
K. gvb wba©viY L. evRvi msnZ KiY
M. evRvi wefw³KiY N. †kªYx wefvM
2. wb‡Pi †KvbwU †fv³v evRvi wefw³Ki‡Yi wfwË wnmv‡e eëüZ?
K. †fŠMwjK GjvKv L. RbmsL¨v
M. mvgvwRK Ae¯’v N. Dc‡ii me¸‡jv
3. wkí-evRvi wefw³Ki‡Y wb‡Pi †KvbwU‡K wfwË wn‡m‡e eënvi Kiv nh?
K. †µZvi cÖK…wZ L. †fŠMwjK GjvKv
M. †µZvi msL¨v N. Dc‡ii me¸‡jv|

weweGm †cÖvMÖvg
evRvi wefw³Ki‡Yi myweav / DcKvwiZv mdj evRvi wef³Ki‡Yi kZ©mg~n

c vV 3
D‡Ïk¨
5 evRvi wefw³Ki‡Yi DcKvwiZv ev myweav eY©bv Ki‡Z cvi‡eb;
5 mdj evRvi wefw³ Ki‡Yi kZ©¸‡jv eY©bv Ki‡Z cvi‡eb|
welqe¯‘
myweav / DcKvwiZv
myôz evRviRvZKi‡Yi wbwgË mwVK evRvi I mwVK †fv³v A‡b¦l‡Yi D‡Ï‡k¨B evRvi wefvRb †KŠkj Aej¤^b Kiv
nq| evRvi wefw³KiY ev wefvR‡bi Øviv †h me myweav ev DcKvwiZv cvIqv hvq †m¸‡jv wb‡æ ewY©Z n‡jvt
1. AwaK weµq
evRvi wef³Ki‡Yi Øviv GKwU evRv‡i Aew¯’Z †fv³v‡ì wewfbœ iKg Pvwn`v m¤ú‡K© AewnZ nIqv m¤¢e| d‡j
wewPÎ ¸Yv¸Y m¤^wjZ wewfbœ ai‡bi cY¨ evRv‡i Dcw¯’Z K‡i †gvU weµ‡qi cwigvY e„w× Kiv m¤¢e|
2. mwVK evRvi ev †fv³v wbiæcY
evRvi wef³Ki‡bi gva¨‡g Drcv`K Zvi cY¨ mvgMÖxi mwVK evRvi ev †fv³v †Mvôx‡K wbiƒcY Ki‡Z cv‡i| d‡j
cÖwZ‡hvwMZvg~jK evRv‡i cÖwZôv‡bi I c‡Yï Ae¯’vb my`„p Kiv m¤¢e nq|
3. Pvwn`v Abyhvqx cY¨ mieivn
evRvi wefvR‡bi d‡j we‡µZviv wewfbœ Dc-evRvi ch©‡e¶Y Kivi my‡hvM cvq| GgZve¯’vq Zviv †fv³vi Pvwn`v
Abyhvqx c‡Yï evRvi RvZ Ki‡Yi eë¯’v Ki‡Z cv‡i|
4. we‡klvwqZ wecYb
evRvi wefw³Ki‡Yi gva¨‡g evRviRvZKiY‡K AwaK we‡klvwqZ I cÖmvwiZ Kiv m¤¢e| evRvi wef³Ki‡bi
gva¨‡g †fv³v‡ì Avkv-AvKv´Lv, iæwP-êwPÎ BZ¨vwì mv‡_ AwaK mgvÄm¨c~Y© wecYb Kg©m~Px MÖnY Kiv nq| G‡Z
wecYb Kg©KvÛ ev¯ÍegyLx Ges AwaK Kvh©Ki n‡q _v‡K|
5. evRvi my‡hvM e„w×
evRvi wefw³Ki‡Yi gva¨‡g GKRb Drcv`bKvix wbw`©ó `jfz³ †fv³v‡ì AwZ wbK‡U Ae¯’vb K‡i| d‡j
Drcv`bKvix evRvi cwieZ©‡bi mv‡_ mv‡_ cY¨, †KŠkj BZ¨vw` cwieZ©b K‡i `ªæZ Kvh©µg MÖn‡Y mg_© nq|
6. evRviRvZKiY ev‡R‡Ui `¶¨ eënvi
evRvi wefvR‡bi Øviv m¤¢ve¨ †fv³v‡ì wewfbœ `‡j AšÍf‚©³ Kiv m¤¢e| d‡j wecYbKvix Zvi ev‡RU‡K wewfbœ
evRvi As‡ki Pvwn`v I ¸iæZ¡ Abyhvqx wba©viY Ki‡Z cv‡i| G‡Z ev‡RU ev¯ÍegyLx I `¶ n‡q _v‡K| G‡Z wecY‡b
AcPqI †iva Kiv m¤¢e nq|
7. weÁvcb I cÖPviYv
evRvi wefvR‡bi d‡j we‡µZviv wewfbœ DcevRv‡ii Pvwn`v Abyaveb Ki‡Z cv‡i| GKwU wbw`©ó evRv‡ii Pvwn`vi
†cÖw¶‡Z †Kvb we‡µZv Zvi weÁvcb I cÖPviYvi wm×všÍ wb‡Z cv‡i|
mdj evRvi wefw³Ki‡Yi kZ©mg~n
Kvh©Kifv‡e evRvi wefw³Ki‡Yi Rb¨ KwZcq kZ©c~iY Avek¨K| wb‡P Kvh©Ki evRvi wef³Ki‡Yi kZ©¸‡jv
Av‡jvPbv Kiv n‡jvt

1. cwigvc‡hvM¨Zv
mswk ó evRv‡i Ae¯’vbiZ †fv³v ev MÖvnKi‡ì †kªYxfz³Ki‡Yi êwk÷¨mg~n Aek¨B cwigvc †hvM¨ n‡Z n‡e| Zv
bv n‡j evRvi wefw³Ki‡Yi †KŠkj mwVK fv‡e Kv‡R jvMv‡bv m¤¢e n‡e bv|
2 ch©vßZv
mswk ó evRv‡ii AvKvi I AvqZb ch©vß n‡Z n‡e, hv‡Z evRvi wefw³Ki‡Y wbwnZ LiP, mgq I Kg©cÖqvm
wefw³KiY‡K †hŠw³K cÖwµqv wn‡m‡e êaZv `vb K‡i| ch©vßZvi Afv‡e e¨q †_‡K cÖvße¨ myweavi cwigvY Kg
n‡e|
3. cÖ‡ek †hvM¨Zv
cÖwZwU Dc-evRv‡i †Kv¤úvbxi e›Ub cÖYvjx, weÁvcb gva¨g, weµq cÖqvm BZ¨vw` Kg Li‡P, ¯^v”Q‡›ì mv‡_ Ges
Kg AcP‡q cÖ‡ek‡hvM¨ n‡Z n‡e| Ab¨_vq, wefw³KiY wbZvšÍB A_©nxb I e¨_© cÖqv‡m cwiYZ nq|
4. Kv‡h©vc‡hvwMZv
cÖwZwU Dc-evRvi‡K AvKl©Yxq Kivi Ges †mev cÖ`v‡bi Rb¨ Kvh©Ki †cÖvMÖvg ˆZixi mvg_©¨ we‡ePbv Ki‡Z n‡e|
†hgb- GKwU †QvU hvÎx cwienb †Kv¤úvbx 10wU cwienb iæU wPwýZ Kij| wKšÍz Gi Kg©Pvix msL¨v I †KvP msL¨v
GZ¸‡jv iæ‡Ui Rb¨ c„_K c„_K evRviRvZKiY †KŠkj cÖYq‡b Ach©vß n‡Z cv‡i|
5. Pvwn`vi cÖK…wZZ‡Z wewfbœZv
evRvi wefw³ KiY †_‡K mydj †c‡Z n‡j wewfbœ evRvi As‡k Ae¯’vbiZ †µZv ev †fv³v‡ì Pvwn`vqI wewfbœZv
_vK‡Z n‡e|
6. mg_©‡bi nvi
†h me Dcv`vb‡K evRvi wefw³Ki‡Yi cÖavb wfwË wn‡m‡e we‡ePbv Kiv n‡e| †hme wfwË †fv³v ev †µZv‡ì
wbKU wK nv‡i mg_©b jvf Ki‡e Zv evRvi wefw³Ki‡Yi c~‡e©B wecYb eë¯’vc‡K we‡ePbv K‡i †`L‡Z n‡e|
cvV-ms‡¶c
evRvi wefw³Ki‡Yi DcKvwiZ wb¤œiƒct
• weµ‡qi cwigvY e„w× cvq;
• mwVKfv‡e †fv³v wbiƒcY m¤¢e nq;
• Pvwn`v Abyhvqx cY¨ mieivn m¤¢e nq;
• we‡klvwqZ wecYb m¤¢e nq;
• evRvi my‡hvM m¤¢e nq;
• evRviRvZKiY ev‡R‡Ui `¶ eënvi m¤¢e nq;
• Kvh©Ki fv‡e weÁvcb I cÖPviYv Pvjv‡bv hvq|
mdj evRvi wefw³Ki‡bi kZ©mg~n wb¤œiƒct
• †fv³v †kªYxfz³Ki‡bi êwkó¨ mg~n cwigvc †hvM¨ n‡Z n‡e|
• evRv‡ii AvKvi I AvqZb ch©vß n‡Z n‡e|
• evRv‡i †Kv¤úvbxi mnR cÖ‡ek †hvM¨ n‡Z n‡e|
• evRvi‡K AvKl©Y Kivi gZ mvg_©¨ _vK‡Z n‡e|
• †fv³v‡ì Pvwn`vq wewfbœZv _vK‡Z n‡e|

weweGm †cÖvMÖvg
iPbvg~jK cÖkœvejx
1. evRvi ej‡Z wK †ev‡Sb? wecY‡b evRvi KZ cÖKvi I wK wK?
2. †fv³v evRvi Kv‡K e‡j? †fv³v evRv‡ii êwkó¨ mg~n eY©bv Kiæb|
3. wkí-evRvi Kv‡K e‡j? wkí evRv‡ii êwkó¨mg~n eY©bv Kiæb |
4. evRvi wefw³KiY ej‡Z wK †ev‡Sb? evRvi wefw³ Ki‡Yi wfwËmg~n Av‡jvPbv Kiæb |
5. wkí evRvi wefw³Ki‡Yi wfwË¸‡jv wK wK?
6. evRvi wefw³Ki‡Yi myweav ev DcKvwiZv mg~n eY©bv Kiæb |
7. mdj evRvi wefw³Ki‡Yi cye©kZ© mg~n wK wK?
DËigvjv
cv‡VvËi g~j¨vqb t 1 1.L 2.L 3.M 4.K
cv‡VvËi gyj¨vqb t 2 1.M 2.L 3.N

BDwbU
5
†fv³v evRvi Ges †fv³vi µq AvPiY
Consumer Market and Consumer Buyer Behavior
f~wgKv
eZ©gvb evRviRvZKi‡Yi g~j welq n‡jv Ò‡fv³vB ivRvÓ| †fv³v‡ì mš‘wó Ki‡Z bv cvi‡j evRv‡i wU‡K
_vKv hv‡e bv| †fv³vivB cÖwZôv‡bi ¯îƒc I evRviRvZKi‡Yi cÖK…wZ wba©viY K‡i †`q| A_©‰bwZK
cÖe„w×i mv‡_ mv‡_ gvby‡li †fv‡Mi gvÎv e„w× cv‡”Q| wbw`©ó cY¨ AR©‡bi j‡¶¨ gvby‡li Kg© cÖ‡Pôvq GKwU
weivU Ask wb‡qvwRZ nq| eëmv cÖwZôvb ¸‡jv GBiƒc cY¨ mieiv‡n m‡Pó _v‡K| d‡j †fv³vi AvPiY
mvgwMÖK evRviRvZKiY eë¯’vi mv‡_ RwoZ Z_v Drcv`bKvix, ga¨¯’Kvievix, †fv³v BZ¨vwì g‡a¨
cvi¯úwiK cÖfve m„wó K‡i| evRviRvZKiY Kg©m~wP mvdj¨RbKfv‡e m¤úvw`Z Kivi Rb¨ †fv³vi AvPiY
we‡k- lY K‡i †Kvb cY¨ µq K‡i, †Kb µq K‡i, wKfv‡e µq K‡i, KLb µq K‡i BZ¨vw`
evRviRvZKiY cÖwµqvi c~e©kZ©| evRviRvZKiY cÖwµqvi GB mKj kZ©mg~n †fv³vi e¨w³MZ, mvgvwRK,
mvs¯‹…wZK I gb¯—vwË¡K BZ¨vw` Dcv`vb Øviv cÖfvweZ n‡q Zv‡K| ZvQvov Avš—R©vwZK evRviRvZKi‡Y
Ask MÖn‡Yi Rb¨ we‡`wk †µZv‡ì µq AvPiY we‡kølY Kiv Acwinvh©| mvgwMÖKfv‡e A_©bxwZi Dci
†fv³v AvPi‡Yi cÖZ¨¶ cÖfve we`¨vgvb| GgZve¯’vq evRviRvZKvix‡K cÖwZôv‡bi evRviRvZKiY †KŠjk
mwVK I h_vh_fv‡e cÖ‡qvM Kivi Rb¨ †fv³v AvPi‡Yi mv‡_ m¤ú„³ wewfbœ welq m¤ú‡K© AeMZ _vKv
Avek¨K hv GB BDwb‡U wewfbœ cv‡V we¯ÍvwiZ Av‡jvPbv Kiv n‡jv|
weweGm †cÖvMÖvg
†fv³vi µq AvPiY (Consumer Buyer Behavior)
D‡Ïk¨
‡fv³v AvPi‡Yi welq m¤ú‡K© aviYv jvf Ki‡Z cvi‡eb|
‡fv³v evRv‡ii ¸iæZ¡c~Y© êwkó¨mg~n Rvb‡Z cvi‡eb|
‡fv³v AvPi‡Yi welqe¯‘ I Kvh©cwiwa e¨vL¨v Ki‡Z cvi‡eb|
‡fv³v AvPi‡Yi GKwU g‡Wj cÖbqb I we‡kølb Ki‡Z cvi‡eb|
‡fv³v AvPi‡Yi cÖfve we¯ÍviKvix Dcv`vbmg~n wPwýZ Ki‡Z cvi‡eb|
1| †fv³v evRvi (Consumer Market)

‡h evRvi PzovšÍ †fv³v‡ì wb‡q MwVZ nq Zv‡K †fv³v evRvi e‡j | Ab¨ fv‡e ejv hvq, †fv³v evRvi
ej‡Z Ggb GKwU evRvi‡K eySvq †hLvb †_‡K wewfbœ e¨w³iv cwiev‡ii m`m¨Mb wbR¯^ cÖ‡qvR‡bi
ZvwM‡` `ªe¨ I †mevmg~n µq K‡i _v‡K| Philip kotler & Gary Armatrong e‡jb, Consumer
market consists all the individuals and housholds who buy or acquire goods and series for
personal consumption. ‡fv³v evRvi H mKj †ÎZv Ges e¨w³ mvavib wb‡q MwVZ hviv M„n¯’vwj cb¨
†fvM ev myweav cÖvwßi Avkvq cY¨ µq K‡i wKš‘ gybvdv AR©‡bi D‡Ï‡k¨ cY¨ µq K‡i bv| †fv³v evRvi
we‡kølb Ki‡j wb‡¤œv³ êwkó¨ cvIqv hvq:
i) P~ovš— †fv³v ev eënviKvix wb‡q †fv³v evRvi MwVZ| A_©vr †µZv wb‡RB GKRb †fvMKvix|
ii) ‡fv³v evRv‡i gybvdvi D‡Ï‡k¨ cY¨ µq Kiv nq bv|
iii) GB evRv‡i cY¨ I †mev µ‡qi cwigvY Aí I ev‡i ev‡i msMwVZ nq|
iv) ‡fv³viv we¯Íxb© GjvKvq Qwo‡q _v‡K e‡j evRviRvZ Kvh©µ‡g LyyPiv weµq Kvh©µg †Rvi`vi
Ki‡Z nq|
v) ‡fv³v evRv‡i evRvi wefvRb K‡i evRviRvZKib †cÖvMªvg cªbqb Ki‡Z nq|
AZGe, e¨w³, cwievi Ges M„n¯’vwj †µZviv wb‡R‡ì Rb¨ †fvM ev eënv‡ii D‡Ï‡k¨ cY¨ ev †mev µq
Ki‡j Zv‡ì‡K †fv³v evRvi ev consumer market e‡j|
2| †fv³vi AvPib (Consumer Behaviour)

‡fv³v Ges †µZv gv‡K©wUs wel‡q A‡bK mgq GKB A‡_© eëüZ n‡q _v‡K| Z‡e G‡ì g‡a¨ avibvMZ
wKQy cv_©K¨ i‡q‡Q| hviv cY¨ ev †mev ‡fvM K‡i Zv‡ì‡K †µZv e‡j Ges hviv cY¨ ev †mev †fvM K‡i
Zv‡ì‡K ‡fv³v ejv nq| M„nK©Zv evRvi †_‡K gvQ µq Ki‡jb, M„nK©Zv‡K Avgiv †µZv eje| wKš‘
`ycy‡i †mB gvQ cwiev‡ii 10 Rb m`m¨ †fvM Kij| GB `kRb m`m¨‡K ejv n‡e †fv³v| Av‡jvPbvi
myweavi Rb¨ †µZv Ges †fv³v‡K GK a‡i †bqv n‡”Q| cY¨mvgMÖx ev †mevKg© µ‡qi mgq GKRb †µZv
‡h mKj Kvh©vejx m¤úv`b K‡i _v‡K †m mKj Kv‡Ri mv‡_ m¤úwK©Z mKj AvPib‡K †fv³vi AvPib
e‡j| Steven J. Skinner e‡jb, Consumer behaviour is the action and decision processes of
people who purchase goods and services for personal consumption. Ab¨w`‡K, †h mKj cÖK…Z
BDwbU cuvP c„ôv-62

I m¤¢ve¨ eënviKvix RbmvaviY evRv‡ii cY¨, †mev ev aviYv eënvi K‡i Zv‡ì Kvh©vejx‡K †fv³vi
AvPiY e‡j| wb‡¤œ wP‡Î †fv³vi AvPiY †`Lv‡bv n‡jv|
†fv³v
cY¨/ †mev µq
kvixwiK Kvh©vewj wm×vš—MÖnY

m¤úv`K
‡fv³vi AvPiY
wPÎ t †fv³vi AvPiY
Av‡jvPbv †_‡K ejv hvq, ïaygvÎ †fv‡Mi D‡Ïk¨ cY¨ µ‡qi mv‡_ m¤úwK©Z †fv³vi AvPiY bq eis ‡Kvb
e¨w³ †mev MÖnYKv‡j †h AvPiY K‡i Zv †fv³v AvPi‡Yi AvIZvfy³| d‡j cY¨`ªe¨ I †mev mvgMÖx
wbev©Pb, µ‡qi cwiKíbv MÖnY, ev¯Íe µq Ges †fvM ev eënv‡ii mgq †fv³v †h AvPiY K‡i _v‡K
Zv‡KB †fv³v AvPiY ejv nq|
3| †fv³vi AvPi‡Yi êwkó¨mg~n (Characteristics of Consumer behaviour)

‡fv³v AvPiY GKwU RwUj gvbwlK cÖwµqv| wewfbœ Dcv`vb Øviv †fv³v AvPiY cÖevweZ n‡q _‡K| GB
mKj Dcv`v‡bi cÖfv‡e †fv³vi AvPi‡Y cv_©K¨ cwijw¶Z nq| †fv³vi AviPY we‡kølY Ki‡j wb¤œ wjwLZ
êwkó¨mg~n cvIqv hvq|
i) ‡cÖlYvMZ AvPiY (Motivational behaviour) t ‡fv³vi AvPiY n‡jv ‡cÖlYvMZ AvPiY| wewfbœ
cÖKvi evRvi DÏxcK †fv³vi Dci cÖfve we¯—vi K‡i d‡j †fv³vi g‡b GKwU msMV‡bi m„wó nq
Ges †fv³v wewfbœ fv‡e Zvi cÖwZwµqv e¨³ K‡i|
ii) AwR©Z AvPiY (Learned behaviour) t ‡fv³vi †ewki fvM AvPiY n‡jv wk¶vj×| †fv³v
wewfbœ cwi‡ek †_‡K Ges Zv‡ì bvbvwea Kvh©µg †_‡K wk¶vMÖnY K‡i _v‡K| †fv³vi GB AwR©Z
wk¶v Zvi µq AvPi‡Yi Dci cÖfve we¯Ívi K‡i|
iii) Af¨šÍixb Dcv`v‡bi cÖfve (Influence of internal factors) t ‡fv³v AvPiY Zvi Af¨šÍixb
Dcv`vb Øviv cÖfvweZ nq| †fv³v Zvi cÖZ¨¶Y, wk¶b, Av‡eM, Abyf~wZ, e¨w³Z¡, g‡bvfve BZ¨vw`
Øviv cÖfvweZ n‡q _‡K|
iv) evwn¨K Dcv`v‡bi cªfve (Influence of external factors) t wewfbœ cÖKvi evwn¨K Dcv`vb Øviv
†fv³v AvPiY cÖfvweZ n‡q Zv‡K| mvs¯‹…wZ, Dc-mvs¯‹…wZ, mvgvwRK †kªYx, cwievi, MÖæc, wb‡`©kK
`j BZ¨vw` Dcv`vb †fv³v AvPi‡bi Dci cÖfve we¯Ívi K‡i _v‡K|
v) cwieZ©bkxj (Dynamic)t mg‡qi cwieZ©‡bi mv‡_ mv‡_ †fv³v AvPi‡bi cwieZ©b mvwaZ nq|
GUv †Kvb mgq w¯’i cÖwµqv bq| Avq, iæwP, Pvwn`v, wk¶v, cÖhyw³, avibvi cwieZ©‡bi mv‡_ mv‡_
†fv³vi AvPi‡Y cwieZ©b cwijw¶Z nq|

weweGm †cÖvMÖvg
vi) GKvwaK f~wgKv (Different roles)t †fv³v AvPiY we‡køl‡Y †`Lv hvq GKB e¨w³ GKvwaK f~wgKv
cvjb Ki‡Q| GKRb †fv³v †Kvb mgq cÖfveKvix, D‡ÏvMx, wm×všÍ`vZv, †µZv A_ev †fv³vi
f~wgKv cvjb Ki‡Q|
vii) ‡fv³v‡f‡` wfbœ AvPiY (Varied behavior)t GKB cwi‡e‡k GKRb †fv³vi AvPiY Ab¨ GKRb
†fv³vi AvPiY A‡c¶v wfbœ n‡q _v‡K| †Kvb †fv³v c‡Yï `vg ì Ki‡Z cQ›` K‡ib Avevi
A‡b‡K GB welqwU AcQ›` K‡ib|
viii) wewfbœ Kvh©µ‡gi mgwót (Combination of various activities) cY¨ µ‡qi c~‡e© †fv³v‡K
A‡bKM‡jv welq m¤ú‡K© AewnZ n‡Z nq| weµq cwiKíbv, cY¨ Z_¨ msMÖn, cY¨ weKí gyj¨vqb,
gv‡K©wUs wgkª‡Yi Dcv`vbmg~n BZ¨vw` welqmg~‡ni mgš^q K‡i †fv³v‡K cY¨ µ‡qi PzovšÍ wm×všÍ
wb‡Z nq|
ix) gvbwmK cÖwµqv (Mental process)t †fv³v AvPiY‡K ejv n‡q _v‡K RwUj gvbwmK cÖwµqv| µq
wm×v‡šÍi cÖ‡Z¨KwU ¯’‡i A‡bK¸‡jv µgvMZ Ges AvšÍtwµqvkxj Kvh©µg eZ©gvb _v‡K| d‡j GUv
GKwU gvbwmK cÖwµqv|
4| †fv³v AvPi‡Yi g‡Wj (Model of Consumer Behavior)

g‡Wj n‡”Q †Kvb ev¯Íe NUbvi msw¶ß Dc¯’vcbv| †fv³vi AvPiY cÖwµqv‡Z †h welqmg~n wbqwgZ NUgvb
†mB ¸wji msw¶ß Dc¯’vcb‡K †fv³v AvPi‡Yi g‡Wj e‡j| µq cÖwµqv‡Z †fv³viv wewfbœ ai‡bi wm×všÍ
MÖnY K‡i _v‡K| †Kvb& cY¨wU µq Ki‡e, KLb µq Ki‡e, KZ ¸‡jv µq Ki‡e, †Kvb& mgq µq Ki‡e,
†Kv_v n‡Z µq Ki‡e; †fv³v‡ì GB †gŠwjK welq¸‡jv mg‡Ü evRviRvZKiY Kg©KZ©v Ges wbe©vnxMY
me©`v M‡elYv Kvh©µ‡g wjß i‡q‡Qb Ges †mB fv‡e evRviRvZKiY Kvh©µg cwiPvjbvI cÖYqb Ki‡Qb|
G cÖm‡½ Kotler, Lilien & Moorthy e‡jb, Consumer behavior in models are based on
consumer behavior theory and then tested in the market place †Kv¤úvwb hw` Rvb‡Z cv‡i
c‡Yï êwkó¨, g~j¨, weÁvc‡Yi Av‡e`b BZ¨vwì cÖwZ †fv³viv wKfv‡e mvov †`B Zvn‡j Ab¨vb¨
cÖwZ‡hvMx‡ì Zzjbvq myweavRbK Ae¯’v‡b _vK‡Z cv‡i| GB Rb¨ evRviRvZKiY wbe©vnxMY †fv³v
g‡W‡ji cÖwZ ¸iæZ¡ cÖ`vb K‡ib| wb‡æ †fv³v AvPi‡Yi GKwU g‡Wj Dc¯’vcb Kiv njt
evRviRvZiKiY I Ab¨vb¨ DÏxcK ‡µZvi GKvšÍ fyeb ‡µZvi mvov
cY¨ A_©‰bwZK ‡µZvi ‡µZvi cY¨ cQ›`
g~j¨ cÖhyw³MZ ‰ewkó wm×všÍ eª¨vÛ cQ›`
¯’vb ivR‰bwZK ⇒ MÖnY ⇒ wWjvi cQ›`
cÖmvi mvs¯‹…wZ cÖwµqv µ‡qi mgq
µ‡qi cwigvY
wPÎ t †fv³v AvPi‡bi g‡Wj
Source : Philip Kotler & Gary Armstrong, Principles of Marketing 10th edition, 2004, P-179.
wPÎwU we‡kølY Ki‡j †`Lv hv‡”Q evRviRvZKiY DÏxcK wKfv‡e †µZvi RM‡Z cÖ‡ek Ki‡Q Ges Zvi
d‡j wbw`©ó mvov m„wó n‡”Q| GB g‡W‡ji Dcv`vbmg~n wb‡æ Av‡jvPbv Kiv n‡jv|
i) evRviRvZKiY I Ab¨vb¨ DÏxcK (Marketing and other stimuli)t evRviRvZKiY DÏxcK
ej‡Z evRviRvZKiY wgkª‡Yi PviwU g~j Dcv`vb †hgb- cY¨, g~j¨, eÈb I cÖmvi‡K eySv‡bv n‡q‡Q|
GB DÏxcK mg~n evRviRvZKiY wbe©vnx‡ì wbqš¿‡Y _v‡K| wbe©vnxMY B”Qv Ki‡j c‡Yï ¸bMZ gvb,
g~j¨ cwieZ©b A_ev AvµgbvËK cÖmvi †KŠk‡ji gva¨‡g †fv³v‡K cÖfvweZ Ki‡Z cv‡i| Ab¨vb¨

DÏxcKmg~n evRviRvZKiY wbe©vnx‡ì wbqš¿‡Yi evB‡i| GB DÏxcKmg~n †h †Kvb mgq †µZv‡ì

cÖfvweZ Ki‡Z cv‡i| G¸‡jv n‡”Q A_©‰bwZK, KvwiMwi, ivR‰bwZK I mvs¯‹…wZK cwi‡ek|
ii) †µZvi GKvšÍ fyeb (Buyer’s black box)t evRviRvZKiY DÏxcKmg~n wewfbœfv‡e †µZvi Avcb
f~e‡b cÖ‡ek K‡i| †µZv Zvi wbR¯^ we‡ePbvq G‡ì g~j¨vqb K‡i| GKRb †µZv †_‡K Ab¨ †µZvi
g~j¨vqY wfbœ n‡q _v‡K †KejgvÎ Zv‡ì e¨w³MZ êwk‡óï cv_©‡Kï Kvi‡Y| GKRb †µZv †Kvb
c‡Yï weÁvcb‡K m„wókxj g‡b Ki‡Z cv‡ib Ab¨w`‡K Avi GKRb †µZv GB weÁvcb‡K weiw³Ki
g‡b Ki‡Z cv‡ib| GQvov †fv³vi wm×všÍ MÖnY cÖwµqv hv Zvi AvPiY‡K cÖfvweZ K‡i|
iii) ‡µZvi cÖwZwµqv (Buyers responses)t evRviRvZKiY I Ab¨vb¨ DÏxcK Ges †µZvi ¯^xq
g~j¨vq‡bi gva¨‡g †µZv wewfbœ ai‡bi cÖwZwµqv e¨³ K‡i| GB cÖwZwµqvmg~n BwZevPK A_ev
†bwZevPK n‡Z cv‡i| weÁvc‡Yi cÖwZ †µZvi BwZevPK cÖwZwµqv e¨³ Ki‡Z cv‡i wKš‘ weµq
†K‡›`ª Dcw¯’Z n‡q c‡Yï cÖwZ †bwZevPK cÖwZwµqv e¨³ Ki‡Z cv‡i| †µZvi mvov wewfbœ iKg
n‡Z cv‡i †hgb- cY¨ cQ›`, eª¨vÛ cQ›`, wWjvi cQ›`, µ‡qi mgq, µ‡qi cwigvY BZ¨vw`|
cvV-ms‡¶c
• ‡fv³v evRvi ej‡Z Ggb GKwU evRvi‡K eySvq †hLvb †_‡K wewfbœ e¨w³iv cwiev‡ii m`m¨MY wbR¯^
cÖ‡qvR‡bi ZvwM‡` `ªe¨ I †mevmg~n µq K‡i _v‡K|
• PzovšÍ †fv³v Ges eënviKvix wb‡qB †fv³v evRvi MwVZ Ges GB GB evRv‡i gybvdvi D‡Ï‡k¨ cY¨
µq Kiv nq bv|
• ‡fv³viv we¯ÍxY© GjvKvq Qwo‡q _v‡K e‡j †fv³v evRvi wefvRb K‡i evRviRvZKiY †cÖvMÖvg cÖYqb
Ki‡Z nq|
• cY¨ mvgMÖx I †mevKg© µ‡qi mgq GKRb †µZv †h mKj Kvh©vewj m¤úv`b K‡i _v‡K †m mKj
Kv‡Ri mv‡_ m¤úwK©Z mKj AvPiY‡K †fv³vi AvPiY e‡j|
• wewfbœ cÖKvi evRvi DwÏcK †fv³vi Dci cÖfve we¯—vi K‡i d‡j †fv³vi Dci GKwU msMV‡bi m„wó
nq Ges †fv³v wewfbœ fv‡e Zvi cÖwZwµqv e¨³ K‡i|
• ‡fv³vi AvPiY Zvi Af¨šÍixb Dcv`vb Øviv cÖfvweZ nq| †ghb: Zvi cÖZ¨¶Y, wk¶Y, Av‡eM,
Abyf~wZ, e¨w³Z¡, g‡bvfve BZ¨vwì Øviv cÖfvweZ n‡q _v‡K| µq wm×v‡šÍi cÖ‡Z¨KwU ¯Í‡i A‡bK
¸‡jv µgvMZ Ges AvšÍtwµvkxj Kvh©µg eZ©gvb _v‡K| d‡j GUv GKUv gvbwmK cÖwµqv|
• mg‡qi cwieZ©‡bi mv‡_ mv‡_ †fv³v AvPi‡Yi cwieZ©b mvwaZ nq| GUv †Kvb mgq w¯’i cÖwµqv bq|
†fv³vi AvPiY cwµqv‡Z †h welqmg~n wbqwgZ NUgvb †mB¸wji ms‡¶wcZ Dc¯’vcbv‡K †fv³v
AvPvi‡Yi g‡Wj e‡j|
• evRviRvZKiY DÏxcK ej‡Z evRviRvZKiY wgkª‡Yi g~j 4wU welq †hgbt cY¨, g~j¨, ¯’vb I
cÖPvi‡K eySv‡bv n‡q‡Q|
• evRviRvZKiY I Ab¨vb¨ DÏxcK Ges †µZvi ¯^xq g~j¨vq‡bi gva¨‡g †µZv †h wewfbœ Abyf~wZ e¨³
K‡i Zv‡K †µZvi cÖwZwµqv e‡j|
• evRviRvZKiY DÏxcKmg~n wewfbœfv‡e †µZvi Avcb f~e‡b cÖ‡ek K‡i| †µZvi Zvi wbR¯^
we‡ePbvq G‡ì g~j¨vqb K‡i _v‡K|

weweGm †cÖvMÖvg
cv‡VvËi g~j¨vqb
1| †µZv ej‡Z Kx eySv‡bv nq?
K) †h cY¨ †fvM K‡i L) †h cY¨ µq K‡i
M) †h cY¨ µ‡qi wPšÍv K‡i N) hvi cY¨ µ‡qi mKj †hvM¨Zv i‡q‡Q|
2| †Kvb&wU evRviRvZKiY DÏxc‡Ki Ask bq?
K) cY¨ L) g~j¨
M) †fv³v N) cÖPvi
3| †µZvi mvov †Kvb& welq¸wji mv‡_ RwoZ?
K) cY¨ cQ›` L) g~j¨ cQ›`
M) eªv¯Í cQ›` N) Dc‡ii me¸‡jv
4| †fv³v evRv‡i †µZv cY¨ µq K‡i
K) †fv‡Mi Rb¨ L) eëmv‡qi Rb¨
M) cybt Drcv`‡bi Rb¨ N) ¸`vgRvZKivi Rb¨|
5| †fv³v AvPiY Kx ai‡bi cÖwµqv
K) RwUj gvbwmK cÖwµqv L) mvaviY gbwmK cÖwµqv
M) AvPiY we‡kølYg~jK cÖwµqv N) AvPiYMZ cÖwµqv
6| †fv³vi AvPiY cÖfvweZ nq
K) evwn¨K Dcv`vb Øviv L) Af¨šÍixb Dcv`vb Øviv
M) Af¨šÍixb Ges evwn¨K Dcv`vb Øviv N) †KvbwUB bq|

†fv³vi AvPi‡Y cÖfvewe¯ÍviKvix Dcv`vb

(Factors Affecting Consumer Behavior)
D‡Ïk¨

‡fv³v AvPi‡Yi Dci cÖfve we¯ÍviKvix e¨w³MZ êwkó¨mg~n Rvb‡Z cvi‡eb|
µq AvPi‡Yi Dci cÖfve we¯—viKvix mvgvwRK Dcv`vb¸‡jv wPwýZ Ki‡Z cvi‡eb|
mvs¯‹…wZK wel‡qi cv_©‡Kï Kvi‡Y †fv³v AvPi‡bi cÖK…wZ e¨vL¨v Ki‡Z cvi‡eb|
e¨w³MZ I gb¯ÍvwË¡K Dcv`vb¸‡jv µq AvPi‡Yi Dci wKfv‡e cÖfve we¯Ívi K‡i Zv
Rvb‡Z cvi‡eb|
µq AvPi‡Yi wbqwš¿Z I Awbqwš¿Z welq¸wji cÖfve g~j¨vqb Ki‡Z cvi‡eb|
†fv³v AvPi‡Y cÖfve we¯ÍviKvix e¨w³MZ êwkómg~n

(Personal Characteristics Affecting Consumer Behaviour)
‡fv³vi µq Zvi mvs¯‹…wZK, mvgvwRK, e¨w³MZ Ges gb¯ÍvwË¡K êwkó¨ Øviv †Rviv‡jvfv‡e cÖfvweZ nq|
GB Dcv`b¸‡jv wP‡Î †`Lv‡bv n‡jvt
mvs¯‹…wZK mvgvwRK e¨w³MZ gb¯ÍvwË¡K
ms¯‹…wZK ‡idv‡iÝ MÖæc eqm I Rxeb Pµ ‡cÖlYv ‡µZv
Dc-ms¯‹…wZ cwievi ‡ckv cÖZ¨¶Y
mvgvwR †kªYx f~wgKv I gh©`v A_©‰bwZK Ae¯’v, Rxeb wk¶Y
hvcb cÖYvjx, e¨w³Z¡ Ges wek¦vm
AvZœ-gh©`v g‡bvfve
wPÎ t †fv³vi AvPi‡Yi cÖfve we¯ÍviKvix Dcv`vb
Source: Philip Kotler & Gary Armstrong, Principles of Marketing, 10th Edition, P-179.
‡Kvb GKwU we‡kl cY¨ µ‡qi †¶‡Î D‡jøwLZ welqmg~n cÖfve we¯Ívi K‡i| d‡j wewfbœ †µZv µ‡qi
†¶‡Î wfbœ wfbœ AvPiY K‡i _v‡K| GB Dcv`vbmg~n †ewki fvMB evRviRvZKvixi wbqš¿‡Yi evB‡i| ZeyI
GB welq¸wj we‡ePbvi g‡a¨ Avb‡Z nq|
I) mvs¯‹…wZK Dcv`vb (Cultural Factors)t ‡fv³v AvPi‡Yi Dci mvs¯‹…wZK Dcv`vb e¨vcK Ges
Mfxifv‡e cÖfve we¯Ívi K‡i| ZvB mvs¯‹…wZK Dcv`vb mg~n wKfv‡e †fv³vi AvPi‡Y cÖfve we¯Ívi K‡i Zv
evRviRvZKvix‡K AeMZ _vK‡Z nq| GKRb †fv³vi µq AvPiY wKfv‡e Dcv`vb Øviv cÖfvweZ nq Zv
wb‡æ Av‡jvPbv Kiv n‡jvt
K) ms¯‹…wZ (Culture)t ms¯‹…wZ ej‡Z mgv‡Ri ixwZwm× AvPiY‡K eySvq| GKRb †µZv †Kvb mgq‡K
Zvi ms¯‹…wZ‡K D‡c¶v Ki‡Z cv‡i bv| GB ms¯‹…wZ ØvivB gvby‡li Afve Ges AvPiY me‡P‡q †ewk
cÖfvweZ nq| gvby‡li AvPiY †ewkifvMB wk¶v jä| GKwU wkï eo nIqvi mv‡_ mv‡_ cwievi, agx©q
cÖwZôvb, ¯‹zj K‡jR BZ¨vw` cÖwZôvb †_‡K †gŠwjK gyj¨‡eva, AvPiY, cÖZ¨¶Y BZ¨vw` wk¶vi gva¨‡g
AvqË¡ K‡i| gvby‡li e¨¯ÍZv e„w×i mv‡_ mv‡_ gvB‡µvI‡qfb A_ev †iwW‡gU Lvevi mvgMÖxi Pvwn`v e„w×
†c‡q‡Q| GQvovI eZ©gv‡b we‡kl K‡i evRviRvZKvix mvs¯‹…wZK cwieZ©b¸‡jv wPwýZ K‡i bZzb c‡Yï

weweGm †cÖvMÖvg
Pvwn`v c~e©vbygvb Kivi †Póv Ki‡Q| ZvB ejv hvq, †µZviv †Kvb& ai‡bi eÈb c×wZ MÖnY Ki‡e, wKfv‡e
µq Ki‡e, wKfv‡e gyj¨ wba©viY Ki‡e, †Kvb cY¨ µq Ki‡e BZ¨vw` mswkøó welqmg~n †`‡ki ms¯‹…wZ Øviv
wba©vwiZ nq|
L) Dc ms¯‹…wZ (Subculture)t cÖwZwU ms¯‹…wZ‡Z wewfbœ ì‡bi Dcms¯‹…wZ i‡q‡Q| ag©, †ckv, m¤cÖ`vq,
RvZxqZv‡eva, eqm, AÂj BZ¨vwì Dci wfwË K‡i ms¯‹…wZ‡K wewfbœ Dc ms¯‹…wZ‡Z wef³ Kiv hvq|
evsjv‡`kx ms¯‹…wZ‡K wewfbœ cÖKvi Dc-ms¯‹…wZ‡Z wef³ Kiv hvq| a‡g©i wfwË‡Z Pvi ai‡bi Dc-ms¯‹…wZ
†`L‡Z cvIqv hvq †hgb- gymwjg, wn›`y, L„ôvb, †eŠ×| wewfbœ AvPvi Abyôv‡b GK ag© †_‡K Ab¨ a‡g©i
cv_©K¨ cwijw¶Z nq| weev‡ni AvPvi Abyôvb wn›`y ag© Ges gymwjg a‡g©i cv_©K¨ my®úó| agx©q Kvi‡Y
gymjgvbiv ïKz‡ii gvsm LvB bv Ges agx©q Kvi‡Y wn›`yiv Miæi gvsm LvB bv| myZivs Dc-ms¯‹…wZ GKRb
†fv³vi µq AvPiY‡K cÖfvweZ K‡i|
M) mvgvwRK †kªYx (Social class)t cÖvq cÖ‡Z¨K mgv‡RiB GKwU mvgvwRK †kªYx KvVv‡gv _v‡K| mgv‡R
wewfbœ †kªYxi gvby‡li Aw¯ÍZ¡ cwijw¶Z nq| cÖ‡Z¨K †kªYxi gvby‡li wbR¯^ wKQy êwkó¨ Ges ¸bvejx
i‡q‡Q| GB mKj welq Zvi µq AvPi‡bi Dci cÖfve we¯Ívi K‡i _v‡K| mvaviYZ Avq, †ckv, wk¶v,
m¤ú`, g~j¨‡eva BZ¨vwì mswgkª‡Y mvgvwRK †kªYx wba©vwiZ nq| mvaviYZ mgvR KvVv‡gv‡K QqwU †kªYx‡Z
fvM Kiv hvq| †hgb D”P D”PweË †kªbx, wbæ D”PweË †kªYx, D”P ga¨weË †kªYx, wbæ ga¨weË †kªYx, D”P
wbæweË, wb¤œ-wb¤œweË †kªYx| GB mKj †kªYxi g‡a¨ Avq, iæwP, †fvM, †cvkvK, AvmevecÎ BZ¨vwì †¶‡Î
wfbœZv j¶¨ Kiv hvq| D”P weË †kªYxi gvbyl hLb åg‡Yi K_v wPšÍv Ki‡Q ZLb wb¤œ-weË †kªYxi gvbyl
wb‡Ri cÖ‡qvRbxq welq µ‡qi K_v wPšÍv Ki‡Q|
II) mvgvwRK Dcv`vb (Social Factors)t mvgvwRK Dcv`vb ØvivI †fv³vi µq AvPiY cÖevweZ nq|
mvgvwRK Dcv`v‡bi cÖavb welq¸‡jv n‡jv MÖæc, cwievi, mvgvwRK f~wgKv Ges gh©v`v| mvgvwRK G mKj
Dcv`vb Øviv †h‡nZz †fv³vi µq AvPiY e¨vcKfv‡e cÖfvweZ nq ZvB GKRb evRviRvZKvix‡K Zvi
c‡Yï evRviRvZKiY †KŠkj wba©vi‡Yi mgq GB mKj Dcv`vb we‡ePbvq ivL‡Z nq|
K) `j (Groups)t GKRb e¨w³i AvPiY A‡bK¸‡jv ¶z`ª, ¶z`ª `j Øviv cÖfvweZ nq| †h `jwU‡Z e¨w³
wb‡R Ae¯’vb K‡i †mB `‡ji m`m¨MY Zvi Dci cÖfve we¯—vi K‡i _v‡K| `yB ai‡bi `j †`Lv hvq|
cÖv_wgK `j- hviv wbqwgZ Ges AbvbyôvwbK fv‡e †gjv‡gkv K‡i| †hgb- cwievi, cÖwZ‡ekx, mnKgx©
BZ¨vw`| gva¨wgK `jt hv‡ì mv‡_ wbqwgZ fv‡e †hvMv‡hvM nq bv ev AbyôvwbK †hvMv‡hvM n‡q _v‡K|
†hgb- agx©q `j, †UªW BDwbqb BZ¨vw`|
wb‡`©kK `j (Reference groups)t Ggb GKwU `j †hLv‡b e¨w³ mivmwi H `‡ji m`m¨ bv n‡qI
cÖZ¨¶ ev c‡iv¶fv‡e Zv‡ì AvPvi AvPiY, g~j¨‡eva Øviv cÖfvweZ nq| wb‡`©kK `j ej‡Z †Kvb
cÖwZwbwaZ¡kxj e¨w³, †Mvwó ev `j‡K eySvq hv‡ì Øviv Ab¨ †Kvb e¨w³i g‡bvfve, g~j¨‡eva Ges AvPiY
cÖfvweZ nq| evsjv‡`‡ki GKRb evjK eo n‡q eªvqvb jvivi gZ wµ‡KU †Lj‡Z Pvq| †m eªvqvb jvivi
mv‡_ GKvZœ n‡q †M‡Q hwÌ eªvqvb jvivi mv‡_ Zvi †Kvb †hvMv‡hvM †bB| d‡j wb‡`©kK `j wba©viY K‡i
†`B GKRb e¨w³ †Kvb& ai‡bi AvPiY Ki‡e, †fv‡Mi cÖK…wZ wK n‡e, †Kvb& ai‡bi Mvb ïb‡e BZ¨vw`|
L) cwievi (Family)t mvavišÍ cwiev‡ii m`m¨MY †hgb wcZv,gvZv, fvB, ¯^vgx, ¯¿x, mšÍvb BZ¨vw` G‡K
Ac‡ii µq AvPi‡Y cÖfve we¯Ívi K‡i _v‡K| cwievi n‡”Q me‡P‡q ¸iæZ¡c~Y© †fv³v µq msMVb|
evsjv‡`‡k wKQy cY¨ µ‡q ¯^vgx‡ì f~wgKv †`Lv hvq Avevi wKQy cY¨ µ‡qi †¶‡Î ¯¿x‡ì ¸iæZ¡c~Y© f~wgKv
†`Lv hvq| A‡bK mgq mšÍvbMY µq Gi †¶‡Î wcZv gvZv‡K Pvc w`‡q _v‡K| Avevi e¨qeûj c‡Yï
†¶‡Î ¯^vgx-¯¿x †hŠ_ wm×všÍ MÖnY K‡i _v‡K| wcZv gvZvi µq AvPiY cwiev‡ii Ab¨ m`m¨‡ì µq

Af¨vm MV‡b mnvqZv K‡i| d‡j evRviRvZKiY wbe©vnx‡K cwiev‡ii wewfbœ †cÖ¶vcU we‡ePbv K‡i
evRviRvZKiY †KŠkj MÖnY Ki‡Z nq|
M) f~wgKv Ges gh©v`v (Role and status)t mvaviYZ f~wgKv ej‡Z Pvicv‡ki RbM‡Yi cÖZ¨vkv Abyhvqx
e¨w³i Kvh© m¤úv`b Kiv‡K f~wgKv e‡j| GKB e¨w³ GKB mv‡_ cwievi, K¬ve, msMVb, Awdm BZ¨vw`
eû`‡ji m`m¨ n‡Z cv‡ib| Z‡e wewfbœ †¶‡Î Zvi f~wgKvi wfbœZv †`Lv hvq| GKB e¨w³ KL‡bv wcZv,
KL‡bv cyÎ, KL‡bv ¯^vgx, KL‡bv Awdm em, KL‡bv K¬v‡ei mfvcwZ wnmv‡e f~wgKv cvjb Ki‡Z cv‡i|
mgv‡Ri cÖwZ mvaviYZ kª×v‡eva †cvlY Kiv‡K gh©v`v e‡j| GKRb e¨w³ Zvi mvgvwRK gh©v`v Abyhvqx
cY¨ µ‡qi wm×všÍ MÖnY K‡i| GKRb D”Pc`¯’ Kg©KZ©vi Zzjbvq wb¤œ Kg©Pvix‡ì mvgvwRK gh©v`v wfbœZvi
Rb¨ Zv‡ì µq AvPiYI wfbœ nq| GKRb D”Pc`¯’ Kg©KZ©v Ggb ai‡bi †cvkvK wKb‡e Ges ci‡e hvi
gva¨‡g Zvi f~wgKv Ges gh©v`vi cÖwZdjb N‡U|
III) e¨w³MZ Dcv`vb (Personal Factor)t GKRb e¨w³i wbR¯^ êwkó¨ †hgb- eqm, Avq, †ckv,
Rxeb Pµ Rxeb aiY, e¨w³Z¡, wbR¯^-aviYvi gZ BZ¨vw` Øviv Zvi µq AvPiY cÖfvweZ nq|
K) eqm I RxebP‡µi ¯’i (Age and life cycle stage)t eq‡mi cv_©‡Kï Kvi‡Y `ªe¨ Ges †mev µ‡q
†h cv_©K¨ cwijw¶Z nq GK_v A¯^xKvi Kivi Dcvq †bB| GKRb gvbyl Zvi RxebKv‡j eûevi cY¨ Ges
†mev e`j K‡i| wkï Kvj, †hŠeb Ges e„× eq‡m gvbyl GKB ai‡Yi Lv`¨ MÖnY K‡i bv| ZvB RxebP‡µi
cÖ‡Z¨KwU ¯Íi µq AvPiY‡K cÖfvweZ K‡i|
wb‡æ †Uwe‡ji gva¨‡g RxebP‡µi ¯Íimg~n †`Lv‡bv n‡jvt
‡hŠeb ga¨ eqm eva©K¨
GKv GKv weevwnZ e„×/e„×v
weevwnZ wKš‘ mšÍvb †bB weevwnZ wKš‘ mšÍvb †bB AweevwnZ e„×/e„×v
weevwnZ Ges mšÍvb Av‡Q weevwnZ Ges mšÍvb Av‡Q
• wkï mšÍvb • wkï mšÍvb
• evjK wK‡kvi mšÍvb • evjK wK‡kvi mšÍvb
• cÖvß eq¯‹ mšÍvbmn • cÖvß eq¯‹ mšÍvb
ZvjvKcÖvß weevwnZ wKš‘ †cvl¨ mšÍvb †bB
ZvjvKcÖvß wKš‘mšÍvb †bB
ZvjvKcÖvß Ges mšÍvb Av‡Q
ZvjvKcÖvß wKš‘ †cvl¨ mšÍvb †bB
†Uwej t cwiev‡ii Rxeb P‡µi wewfbœ ¯Íi
Source : Murphy & Staples, A modernized Family Life Journal of Consumer Research, P-16.
L) †ckv (Occupation)t e¨w³i †ckv Zvi cY¨ Ges †mev µq‡K cÖfvweZ K‡i| GKRb Wv³vi Ges
GKRb eëmvqxi †mev ev cY¨ µq GK iKg nq bv| †ckvi wfbœZvi Kvi‡Y e¨w³i Avq, gh©v`v, Pvwn`v
wfbœ n‡q _v‡K| GKRb Wv³v‡ii wbKU Mvwo cÖ‡qvRbxq cY¨ wKš‘ GKRb mvaviY Kg©Pvixi wbKU wejvm
cY¨ wnmv‡e cwiMwYZ nq| d‡j e¨w³i †ckvi ZviZg¨ cY¨ ev †mev µ‡q e¨vcKfv‡e cÖfve we¯Ívi K‡i
_v‡K|
M) A_©‰bwZK Ae¯’v (Economic conditions)t ‡fv³vi A_©‰bwZK Ae¯’v †fvM AvPi‡Yi me‡P‡q
¸iæZ¡c~Y© welq| `vwg cY¨ eënvi Ges Kg `vwg cY¨ eënvi g~jZt e¨w³i Av‡qi Dci wbf©ikxj| Kg
Avq m¤úbœ e¨w³ †`k åg‡Yi K_v wPšÍv Ki‡Z cv‡i bv| FY MÖn‡Yi my‡hvM Ges ¶gZv e¨w³i RxebhvÎvi
Dci cÖfve we¯Ívi K‡i _v‡K| hw` A_©bxwZ‡Z g›`v Ae¯’v weivR K‡i Z‡e evRviRvZKvix‡K Zvi c‡Yï
Ges evRviRvZKiY †cÖvMÖv‡gi wewfbœ wel‡qi cwieZ©‡bi c`‡¶c wb‡Z n‡e|

weweGm †cÖvMÖvg
N) Rxeb auvP (Life Style)t GKRb e¨w³i Rxeb aviv Zvi µq AvPiY‡K cÖfvweZ K‡i| Rxeb hvcb
cÖYvjx n‡”Q e¨w³i Rxebavi‡Yi aiY hv Zvi KvRK‡g© AvMÖn Ges gZvg‡Zi gva¨‡g cÖKvwkZ nq| `yB
e¨w³i GKB Dc-ms¯‹…wZ, mvgvwRK †kªYx GgbwK GKB †ckvi n‡jI Zv‡ì Rxe‡bi auvP wfbœZvi Kvi‡Y
AvPi‡Y cv_©K¨ cwijw¶Z nq| `yB Rb wek¦we`¨vj‡qi wk¶‡Ki g‡a¨ cY¨ I †mev µ‡qi †¶‡Î cv_©K¨
cwijw¶Z nq| ZvB evRviRvZKvix‡K †mB w`‡K †Ljvq †i‡L Zvi cY¨ evRv‡i Qvov‡Z n‡e|
O) e¨w³Z¡ Ges wbR¯^ aviYv (Presonality and self concept)t e¨w³Z¡ ej‡Z GKRb e¨w³i wbR¯^
¸bvejx A_ev e¨w³i †`vl-¸Y eySvq| GKRb e¨w³ †_‡K Ab¨ e¨w³‡K Zvi e¨w³Z¡ w`‡q Avjv`v Kiv
hvq| mvaviY&Z AvZ¥wek¦vm, g‡bvfve, KZ…Z¡ eRv‡q ivLv, m„Rbkxj, g~j¨‡eva, eyw×, AfxÁZv BZ¨vw`
e¨w³‡Z¡i cÖavb êwkó¨| GB mKj êwkó¨ e¨w³i AvPi‡Y cÖfve we¯Ívi K‡i| GKRb m„Rbkxj e¨w³i
µq mvaviY e¨w³i ‡P‡q wfbœZi n‡q _v‡K| Ab¨w`‡K e¨w³‡Z¡i mv‡_ e¨w³i wbR¯^ aviYvi m¤úK© _v‡K|
GLv‡b wbR¯^ aviYv e¨w³i wb‡Ri m¤ú‡K© Abyf~wZ, wek¦vm I cÖZ¨¶‡Yi mgš^q eySvq| GKwU Pjgvb
NUbv‡K `yBRb e¨w³i `yB fv‡e gyj¨vqb Ki‡Z cv‡i| weÁvc‡bi Avwcj‡K mKj †µZv GKB fv‡e cÖZ¨¶
K‡i bv| ZvB evRviRvZKvix‡K cY¨ evRviRvZKi‡bi †¶‡Î e¨w³‡Z¡i mv‡_ m¤úwK©Z wbR¯^ aviYv
eënvi Ki‡Z n‡e|
IV) gb¯—vwË¡K Dcv`vb (Psychological Factors)t e¨w³i µq AvPiY †hgb mvs¯‹…wZK, mvgvwRK,
e¨w³MZ Dcv`vb Øviv cÖfvweZ nq †Zgwb gb¯ÍvwË¡K Dcv`vb ØvivI e¨w³ cÖfvweZ n‡Z cv‡i| e¨w³i µq-
cQ›` PviwU cÖavb gb¯ÍvwË¡K Dcv`vb Øviv cÖfvweZ nq, G¸‡jv n‡”Q †cÖlYv, cÖZ¨¶Y, wk¶Y, wek¦vm I
g‡bvfve|
K) ‡cÖlYv (Motivation)t ‡Kvb cÖ‡qvRb hLb e¨w³‡K mš‘wó mÜv‡b DÏxwcZ K‡i ZLb Zv‡K †cÖlYv
e‡j| e¨w³i `yB ai‡bi cÖ‡qvRb _v‡K| ˆRweK cÖ‡qvRb Rxeb avi‡Yi Rb¨ cÖ‡qvRbxq welq †hgb- Lv`¨,
cvbxq, Avkªq, evqy BZ¨vw`| mvgvwRK cÖ‡qvRb mgv‡R emev‡mi Rb¨ cÖ‡qvRbxq welqmg~n †hgb-
wbivcËv, m¤§vb, fvjevmv BZ¨vw`| GKUv wbw`©ó mg‡q gvbyl A‡bK ¸‡jv cÖ‡qvRb Abyfe K‡i| GKUv
cÖ‡qvRb ZLbB D‡Ï‡k¨ (motive) cwiYZ nq hLb Zv e¨w³i g‡a¨ Pvc cÖ‡qvM Kivi g‡Zv ZxeªZv RvMÖZ
Ki‡Z cv‡i| †cÖlYv Ggb GKwU kw³ hv gvbyl‡K cwiPvwjZ K‡i Ges gvby‡li g‡a¨ Kg© m¤úv`‡bi kw³
†hvMvq| g‡bvweÁvbxiv †cÖlYvi wewfbœ gZvgZ cÖ`vb K‡i‡Qb| Z‡e wb‡¤œi gZev` `yBwU †fv³v we‡kølY
Ges evRviRvZKi‡Yi Rb¨ we‡kl A_© enb K‡i|
d«‡q‡Wi †cÖlYv ZË¡ (Fread’s theory of motivation)t g‡bvweÁvbx Sigmunel Freud e‡jb, †h
mKj gb¯—vwË¡K kw³¸‡jv gvby‡li AvPiY MV‡b mvnvh¨ K‡i †h¸‡jv m¤ú‡K© gvbyl Am‡PZb _v‡K| Z‡e
gvbyl A‡bK Zvobv‡K Ae`wgZ K‡i Av‡¯Í Av‡¯Í eo nq| GB Zvobv¸‡jv‡K gb †_‡K ev` †Ìqv ev
wbqš¿Y Kiv m¤¢e bq| e¨w³ Zvi ewntcÖKvk K‡i wewfbœ fv‡e| ZvB †fv³vi wbe©vwPZ c‡Yï AvKl©bxq
welq¸‡jv wPwýZ K‡i evRviRvZKvix‡K Zvi evRviRvZKiY Kvh©µg m¤úv`b Ki‡Z nq|
gvm‡jvi †cÖlYv ZË¡ (Maslow’s theory of motivation) t

weL¨vZ gb¯ÍË¡we` Abraham Maslow, gvbyl †Kb GKwU wbw`©ó mg‡q wbw`©ó wbW Øviv ZvwoZ nq Zvi
e¨vL¨v cÖ`v‡bi †Póv K‡i‡Qb| Zvi g‡Z, gvbyl Zvi cÖ‰qvR‡bi ¸iæZ¡ Abyhvqx µgvMZfv‡e c‡Yï Pvwn`v
c~iY Ki‡Z m‡Pó nq| gvby‡li Afve Av‡Q e‡jB gvbyl KvR K‡i| Zvi g‡Z, e¨w³i GKwU Afve c~iY
nevi mv‡_ mv‡_B Avi GKwU Afve G‡m †`Lv †`B| wb‡æ wP‡Î gvby‡li cÖ‡qvR‡bi avivevwnKZv †`Lv‡bv
n‡jv| cÖ_‡g ˆRweK cÖ‡qvRb Gi ci gvbyl wbivcËvi cÖ‡qvRb Abyfe K‡i| Gi ci mvgvwRK, Zvici
kª×vi Ges me¸‡jv cÖ‰hvRb cwicyY© n‡j D”PvKvsLvi cÖ‡qvRb Abyfe K‡i|

D”PvKvsLvi
cÖ‡qvRb
(AvZœ Dbœqb,
AvZœcjw×)
kª×vi cÖ‡qvRb (AvZœ gh©v`v,

¯^xK…wZ gh©v`v
mvgvwRK cÖ‡qvRb
(Avš—f~©w³i w¯ú„nv, fvjevmv)
wbivcËvi cÖ‡qvRb
(PvKzix, wPwKrmv, wbivcËv, myi¶v)
‰RweK cÖ‡qvRb
(¶zav, wccvmv, Abœ, e¯¿)
wPÎ t gvm‡jvi Pvwn`v †mvcvb ZË¡

Source: Abraham H. Maslow, Motivation and Personality, edition 2nd. New York, Harper of Row, 1970.
L) cÖZ¨¶Y (Perception)t cÖZ¨¶Y e¨w³i µq AvPiY‡K `viæb fv‡e cÖfvweZ K‡i| e¨w³ wKfv‡e
wµqv Ki‡e Zv wbf©i K‡i cwiw¯’wZ‡K †m wKfv‡e cÖZ¨¶Y Ki‡Q| `yB e¨w³ GKB †cÖlYvq †cÖwlZ n‡q
wfbœ wfbœ wµqv Ki‡Z cv‡i| GKB weÁvcb `yB Rb e¨w³i Dci `yB iKg fv‡e cÖfve we¯Ívi Ki‡Z cv‡i|
GKRb weÁvcb‡K m„wókxj wnmv‡e cÖZ¨¶Y Ki‡Z cv‡i Ab¨ Rb¨ GKUv‡K wei³Ki g‡b Ki‡Z cv‡i|
wewfbœ e¨w³i wbKU wewfbœfv‡e cÖZ¨¶Y m„wói KviY n‡”Q wZbwU cÖZ¨¶Y cÖwµqv|
wbe©vwPZ cÖfvevaxb nIqv (Selective exposure)t GKRb gvbyl cÖwZw`b AmsL¨ DÏxc‡Ki gy‡LvgyLx
nq| GKRb e¨w³ cÖwZw`b M‡o K‡qKk weÁvcb- Gi m¤§yLxb nq| me¸‡jvi cÖwZ Zvi mgvb g‡bv‡hvM
†Ìqv m¤¢eci bq| †Kvb Dc‡hvM gvby‡li g‡bv‡hvM AvKl©b Ki‡e †mUv wbf©i K‡i Zvi AvMÖn, cÖ‡qvRb
A_ev g‡bv‡hv‡Mi Dci| hw` e¨w³i GKwU †Uwjwfk‡bi cÖ‡qvRb Abyfe K‡i Z‡e †m †Uwjwfk‡bi
weÁvc‡bi cÖwZ g‡bv‡hvMx n‡e| d‡j evRviRvZKvix‡K †fv³v g‡bv‡hvM AvKl©‡bi Rb¨ we‡kl eë¯’v
Ki‡Z n‡e|
wbe©vwPZ weK…ZKiY (Selective distortion)t gvbyl Zvi wk¶Yxq me wKQyB ¯§„wZ‡Z a‡i ivL‡Z cv‡i bv
†Kb bv gvby‡li ¯§„wZ wbe©vPbxq Ges wefbœ Kvi‡Y GB ¯§„wZkw³ wfbœZi nq| Z‡e gvbyl Zvi e¨w³MZ
Abyf~wZ ev wek¦vm Øviv hZUzKz g‡b ivL‡Z cv‡i Zv‡KB wbe©vwPZ aviY e‡j| †Uwjwfk‡bi hZ¸‡jv weÁvcb
†m †`L‡e †hLvb †_‡K Zvi c~e© wba©vwiZ GKwU eªv‡Ûi cÖwZ GKUv BwZevPK mvov cvIqvi †Póv Ki‡e|
wbe©vwPZ aviY (Selective retention)t A‡bK DÏxcK hv‡ì cÖwZ e¨w³i AvMÖn I cÖ‡qvRb i‡q‡Q Zvi
A‡bK wKQyB †m fy‡j hvq| GB †¶‡Î †h mKj welq Zv‡ì wek¦vm Ges g‡bvfve‡K mg_©b K‡i †m mKj
Z_¨ g‡b ivLvi ev aviY Kivi cÖeYZv †ekx| †eKvi e¨w³ PvKzixi weÁvb `xN©w`b g‡b ivL‡Z cv‡i| hw`
mwb †Uwjwfk‡bi cÖwZ Zvi `~e©jZv _v‡K Z‡e †h Zvi BwZevRK welqMy‡jv g‡b ivLvi †Póv Ki‡e|
M) wk¶Y (Learning)t wk¶Y ‡fv³v AvPi‡Yi GKwU †gŠwjK Dcv`vb| AZxZ AfxÁZvi Av‡jv‡K
†fv³v‡ì AvPiY cwieZ©b‡KB wk¶b e‡j| e¨w³ wewfbœ cÖKvi mgm¨vi m¤§yLxb n‡j wk¶‡bi gva¨‡g Zvi
mgvavb Lyu‡R †bB| e¨w³i †ewki fvM AvPiYB wk¶vjä evi evi weÁvcb cÖ`k©‡bi gva¨‡g e¨w³i µq
g‡bvfve‡K RvMÖZ Kiv nq| Avevi wk¶v‡bi gva¨‡g †µZvi eªvW AvbyMZ¨Ëv m„wó Kiv n‡q _v‡K| myZivs

weweGm †cÖvMÖvg
evRviRvZKvixi wbKU wk¶v‡bi Zvrch© n‡jv cY¨‡K Zxeª Zvobvi mv‡_ m¤úwK©Z K‡i, ‡cÖlYvg~jK
ms‡KZ eënvi K‡i Ges FYvZœK ejwµqvi eëmv †i‡L Zvi c‡Yï Pvwn`v m„wó Ki‡Z cv‡i|
N) wek¦vm Ges g‡bvfve (Beliefs and attitudes)t mvavišÍ †Kvb e¯‘, NUbv, aviYv ev e¨w³i mgš^‡q
wek¦vm m„wó nq| Kg© I wk¶vi gva¨‡g e¨w³ Zvi wek¦vm I g‡bvfv‡ei AwaKvix nq| wek¦vm Ges g‡bvfve
µq AvPiY‡K cÖfvweZ K‡i| †Kvb †Kv¤úvbxi c‡Yï MbMZgvb m¤ú‡K© †fv³vi BZwevPK wek¦vm Ræ wb‡Z
cv‡i| GB wek¦vm cÖK…Z Ávb, Av¯Ív A_ev gZvg‡Zi Dci cÖwZwóZ| evRviRvZKvixi `vwqZ¡ n‡”Q e¨w³i
g‡a¨ wek¦vm cÖwZôv Kiv| hw` cY¨ m¤ú‡K© †fv³v‡ì fyj wek¦vm Ræ †bB Z‡e †mUv ms‡kvab Kivi eë¯’v
wb‡Z n‡e| Ab¨w`‡K g‡bvfve Øviv e¨w³i †Kvb aviYv ev welh m¤ú‡K© Zzjbvg~jKfv‡e `„p g~j¨vqb,
Abyf~wZ Ges cÖebZv cÖKvk cvq| ivRbxwZ, ag©, msMxZ, †cvkvK, Lv`¨, Rxeb cÖYvjx Ges cÖvq me
e¨vcv‡i gvby‡li GKUv g‡bvfve _v‡K| G g‡bvfve gvby‡li g‡a¨ Ggb GKUv KvVv‡gv ˆZwi K‡i hv Øviv
†m †Kvb welq cÖnY A_ev †mLvb †_‡K weiZ _v‡K| g¨vK‡Wvbvjm& Gi Lvevi gv‡bB m‡ev©rK…ó GBiƒc
g‡bvfve A‡b‡KB cÖKvk K‡i| e¨w³i g‡bvfve cwieZ©b Kiv †ek RwUj KvR| g‡bvfve cwieZ©‡bi Rb¨
A‡bK wKQyi mgš^q cÖ‡qvRb| evRviRvZKvixi ¸iæZ¡c~Y© KvR n‡jv cY¨ ev ‡mev m¤ú‡K© †fv³v‡ì
BwZevPK g‡bvfve ˆZix Kiv|
cwi‡k‡l ejv hvq, mvs¯‹„wZK, mvgvwRK, e¨w³MZ Ges gb¯ÍvwZ¡K Dcv`v‡bi cÖZ¨¶ Ges ci¶ cÖfv‡ei
Kvi‡Y †fv³v AvPi‡Y cwieZ©b j¶ Kiv hvq| Gi g‡a¨ A‡bK Dcv`vbB gv‡KwUs wbe©vnxi c‡¶ wbqš¿
m¤¢e bq| ZvB evRviRvZKvix‡K Aek¨B GB mKj Dcv`vb we‡ePbv K‡i †fv³v‡ì m‡ev©”P mš‘wó
cÖ`v‡bi Rb¨ cY¨ Ges Av‡e`b m„wó Ki‡Z cv‡i| evRviRvZKvix hw` GB mKj Dc`vbmg~‡ni m~ó mgš^q
Ki‡Z cv‡i Z‡e `xN© †gqv‡` evRv‡i Ae¯’vb Kiv Ges cÖwZóv‡bi mdjZv AR©b Kiv mnRZi n‡e|
cvV-ms‡¶c
• mvaviYZ GKRb †fv³vi µq AvPi‡Yi wfbœZvi †¶‡Î Zvi mvs¯‹…wZK, e¨w³MZ, mvgvwRK Ges
gb¯—vwË¡K Dcv`vb eëcKfv‡e cÖfve we¯—vi K‡i|
• GB Dcv`vb¸‡jv AwaKvskB evRviRvZKvixi wbqš¿b ewnf~©Z Z_vwc G¸‡jv we‡ePbv K‡i
evRviRvZKiY Kvh©µg cÖbqb Ki‡Z nq|
• mvs¯‹…wZK Dcv`vb mg~n h_v- mvs¯‹…wZK, Dcms¯‹…wZ I mgvR †kªYx Øviv †fv³vi AvPiY wKfv‡e
cÖfvweZ nq Zv evRviRvZKvix‡K AeMZ _vK‡Z nq|
• ms¯‹…wZ n‡jv gvby‡li g~j¨‡eva, wek¦vm, iæwP, AvPvi-AvPiY, wkí Kjv, AwaKvi BZ¨vwì mswgwkªZ
iƒc|
• ag©, m¤cÖ`vq, RvZxqZv‡eva, BZ¨vwì Dci wfwË K‡i GK`j gvby‡li g‡a¨ mg-g~j¨‡eva, Av`k© ev
wek¦vm M‡o DV‡j Zv‡KB Dc-ms¯‹…wZ e‡j|
• GKwU mgv‡R emevmKvix gvby‡li e„nËi As‡ki RxebaviY, AvPvi AvPiY, g~j¨‡eva, `„wófw½ BZ¨vw`
Dcv`vbmg~n cÖvq GKB ai‡Yi n‡j Zv‡K mvgvRwK †kªYx wnmv‡e wPwýZ Kiv nq|
• mvgvwRK Dcv`vb †hgb wb‡`©kK `j, cwievi, mvgvwRK f~wgKv Ges gh©v`v BZ¨vw` Øviv †fv³vi
AvPiY cÖfvweZ nq|
• wb‡`©kK `j ej‡Z †Kvb cÖwZwbwaZ¡kxj e¨w³, †Mvwô ev `j‡K eySvq hv‡ì Øviv Ab¨ e¨w³i g‡bvfve
g~j¨‡eva Ges AvPiY cÖfvweZ nq|
• GKRb e¨w³i wbR¯^ êwkó¨ †hgb eqm, †ckv, Avq, AvZœgh©`v‡eva BZ¨vw` Øviv Zvi µq AvPiY
cÖfvweZ nq|
• e¨w³i A_©‰bwZK Ae¯’v †hgb Avq, Av‡qi ¯Íi, mÂq, e¨q, µq¶gZv, my‡ì nvi BZ¨vw` Dcv`vb
†fv³vi µq AviPY‡K e¨vcKfv‡e cÖfvweZ K‡i|
• gb¯—vwË¡K Dcv`vb wnmv‡e ‡cÖlYv, cÖZ¨¶Y, wk¶Y, Ges g‡bvfve I wek¦vm †fv³vi µq AvPi‡Y
cÖfve we¯—vi K‡i|
cv‡VvËi g~j¨vqb
1| †Kvb&wU mvs¯‹…wZK Dcv`v‡bi Ask
K) mvgvwRK †kªYx L) cwievi
M) wek¦vm N) f~wgKv I gh©v`v
2| ‡KvbwU mvgvwRK Dcv`v‡bi AšÍf~©³ bq
K) Rxeb hvcb cÖYvjx L) cwievi
M) wek¦vm N) f~wgKv I gh©v`v
3| ‡cÖlYv, cÖZ¨¶Y, wk¶Y †Kvb Dcv`v‡bi AšÍf~©³
K) mvgvwRK L) ivR‰bwZK
M) gb¯ÍvwË¡K N) mvs¯‹…wZK
4| gvm‡jvi Pvwn`v ‡mvcvb Z‡Ë¡i KqwU ¯Íi i‡h‡Q
K) 6wU L) 4wU
M) 5wU N) 3wU
5| e¯¿ Ges evm¯’vb †Kvb Pvwn`vi AšÍf~©³
K) wbivcËv L) mvgvwRK
M) AvZœZ…wßi N) ‰`wnK Pvwn`v
6| gvbyl KwZcq Zvobv‡K Ae`wgZ K‡i Av‡¯Í Av‡¯Í eo nq-Kvi Dw³
K) gvm‡jv L) giMvb
M) wnjMvW© N) d«‡qW

weweGm †cÖvMÖvg
†fv³vi wm×všÍ MÖnY cÖwµqv (Buyer Decision Process)
D‡Ïk¨
GB cvV †k‡l Avcwb--

†µZvi wm×všÍ MÖnY cÖwµqvi wewfbœ ¯Íi mg‡Ü aviYv jvf Ki‡Z cvi‡eb|
µq cÖwµqvq †fv³vi wewfbœ ai‡Yi f~wgKv wbY©q Ki‡Z cvi‡eb|
µq wm×v‡šÍi AvPi‡Yi †kªYxwefvM mg‡Ü Rvb‡Z cvi‡eb|
‡fv³vi mgm¨v mbv³KiY Ges weKí g~j¨vqb mg‡Ü aviYv jvf Ki‡Z cvi‡eb|
µ‡qvËi AvPi‡Yi ¸iæZ¡ eyS‡Z cvi‡eb|
†µZvi wm×všÍ MÖnY cÖwµqvi ¯Íi (Stages of Buyer decision Process) t

†fv³vi AvPiY we‡kølY GKwU RwUj cÖwµqv| †fv³vi µq wm×všÍ mg‡qi mv‡_ cwieZ©bkxj| †fv³v
AvPiY we‡køl‡Yi mgq evRviRvZKvix‡K m‡ev©”P mZK©Zv Aej¤^b Ki‡Z n‡e| †fv³vi AvPiY we‡kølY
bv K‡i A‡bK wewb‡qvM Kivi ciI A‡bK †Kv¤úvwb ¶wZMÖ¯Í n‡q‡Q| Avevi mev©waK †fv³v ¸iæZ¡ cÖ`vb
K‡i A‡bK `~e©j cÖwZôvb mdjZv jvf K‡i‡Q| GB welq¸‡jvi cÖfve I cwieZ©b Avgiv c~‡e©i Aa¨v‡q
Av‡jvPbv K‡iwQ| GB Aa¨v‡q Avgiv †`L‡ev †fv³v‡K wKfv‡e Zvi µq wm×všÍ MÖnY Ki‡Z nq| GLv‡b
Avgiv Av‡jvPbv Kie †fv³vi µq-f~wgKv, µq wm×v‡šÍi AvPi‡Yi †kªYxwefvM Ges µq wm×všÍ MÖnY
cÖwµqvi ¯Íimg~n|
I) †fv³vi µq f~wgKv (Consumer Beying Roles) t GKwU c‡Yï evRviRvZKvix‡K Rvb‡Z n‡e †h,
GKwU c‡Yï µ‡qi cÖwµqvq †Kvb †Kvb †jvK RwoZ _v‡K| µq cÖwµqvq GB mKj e¨w³i wbR¯^ wKQy
f~wgKv _v‡K| †µZv †K †mUv mn‡RB eyS‡Z cvwi µq êwkó¨ ‡`‡L| wKQy µ‡q cyiæl‡ì cÖvavb¨ _v‡K
Avevi wKQy µ‡q gwnjv‡ì cÖvavb¨ _v‡K| Avevi wKQy µ‡q cwiev‡ii †Q‡j‡g‡q‡ì cÖvavb¨ †`Lv hvq|
Avevi †Kvb wKQy µ‡qi †¶‡Î cwiev‡ii mK‡jB GK mv‡_wm×všÍ wb‡q _v‡K| GKRb e¨w³ µq wm×všÍ
MÖn‡Y †h mKj fywgKv cvjb K‡i Zv wb‡¤œ wP‡Î Dc¯’vcb K‡i eY©bv Kiv n‡jv:
m~PbvKvix
cÖf ve we¯ÍviKvix
wm×všÍ MÖn YKvix µq wm×všÍ
µqKvix
eënviKvix
wPÎ t †fv³vi µq f~wgKv|

Source: P.Kotler & G. Armstrong; Principles of Marketing,5th ed. Prictice-Hall 1991, P-145.
m~PbvKvix (Initiator) t cwievi, msMVb A_ev wb‡Ri eënv‡ii Rb¨ cÖ_g wPšÍvKvix| †Kvb we‡kl cY¨
ev †mev µ‡qi Rb¨ cÖ_g whwb wPšÍv K‡i _v‡K| wZwb A‡bK mgq civgk©`vZv wnmv‡e KvR Ki‡Z cv‡ib|
cÖfvewe¯Ívi Kvix (Influencer) t GKRb e¨w³ †Kvb GKwU cY¨ µ‡qi wm×v‡šÍ cÖfve we¯ÍviKvix wnmv‡e
f~wgKv cvjb Ki‡Z cv‡i| PzovšÍ µq wm×v‡šÍ Zvi gZvgZ ev civgk© wKQyUv n‡jI ¸iæZ¡ cvq|

wm×vš— MÖnbKvix (Decider)t GKRb e¨w³ †Kvb GKwU cb¨ µ‡qi †¶‡Î P~ovšÍ wm×v›ZKvix wnmv‡eI
f~wgKv cvjb Ki‡Z cv‡i| µ‡qi Ask †hgb †Kbv n‡e wKbv, wK †Kbv n‡e, A_ev †Kv_vq †Kbv n‡e G
e¨vcv‡i wZwb PzovšÍ wm×všÍ MÖnb K‡ib|
µqKvix (Buyer)t †h cÖK…Z µq KvRwU m¤úv`b K‡ib| cÖK…Z µqKvix PzovšÍ µ‡qi †¶‡Î cY¨ I g~j¨
A_ev Drm mg‡Ü AwZwi³ wKQy wm×všÍ wb‡Z cv‡i|
eënviKvix (User)t ‡h cb¨wU ev †mevwU †fvM ev eënvi K‡i|
GKRb e¨w³ µq wm×všÍ MÖn‡b Dc‡iv³ f~wgKv Ki‡Z cv‡ib| †Kv¤úvwb‡K †Kvb f~wgKvq †K Av‡Q Zv
wbwðZ n‡q Zvi c‡bï wWRvBb Ges weÁc‡bi evZ©vi e¨vcv‡i wm×všÍ wb‡Z n‡e| GB welq¸wj Rvbv bv
_vK‡j evRviRvZKvixi c‡¶ `¶Zvi mv‡_ evRviRvZKib Kg©mywP cÖbqb Kiv m¤¢eci n‡e bv|
ii) µq wm×v‡š—i AvPi‡bi †kªYxwefvM (Types of Buying Decision Behaveor) t c‡Yï wfbœZvi
Kvi‡Y †µZvi µq wm×všÍ cwiewZ©Z nq| evRv‡i wKQ~ cY¨ i‡q‡Q hv‡ì g~j¨ Lye ‡ewk nq †hgb- Mvwo,
evwo BZ¨vw`| Avevi wKQy cY¨ i‡q‡Q hv‡ì g~j¨ A‡bK Kg †hgb- mvevb A_ev Uz_‡c÷| GB mKj
c‡Yï ¸iæZ¡ I êwkóï Kvi‡Y µq wm×vš— wfbœZvi nq| Henry Assael †fv³vi µq AvPi‡Yi PviwU
aiY D‡jøL K‡ib| wb‡æ GB aiY¸‡jv †`Lv‡bv n‡jv:
AwaK m¤ú„³Zv Kg m¤ú„³Zv
RwUj µq AvPiY ‰ewPÎgq µq AvPiY
A‰bK¨ n«vmcÖvß µq AvPiY Af¨vmMZ µq AvPiY
wPÎ t Pvi ai‡Yi µq AvPiY
Source: Henry Assael, Consumer Behavior & Marketing Achion, Boston, Kent Publishing Co.1987, P-87.
K) RwUj µq AvPiY (Complex buying behavior) t †µZv hLb µq cÖwµqvq e¨vcKfv‡e AskªMnY
K‡i, c‡Yï ¸iæZ¡ Dciw× K‡i †h êwk‡óï ewn:cÖKvk NUvq Zv‡K RwUj µq AvPiY e‡j| e¨qeûj,
SzuwKc~Y© c‡Yï †¶‡Î †µZviv µq AvPiY Ggb nq| GB mKj cY¨ µ‡qi †¶‡Î †µZviv e„nr mgm¨vi
g‡a¨ c‡o| GB mKj c‡Yï eªvÛ mg‡Ü †µZviv Lye †ewk AeMZ bb| GB mKj cY¨ µ‡q Zv‡ì Z_¨
msMÖn Ges g~j¨vqb cÖwµqvq AskMÖnY Ki‡Z nq| GB¸wj †µZviv mvavišÍ AwbqwgZfv‡e µq K‡i
_v‡K| evRv‡i wewfbœ g~‡jï Mvwo i‡h‡Q| GKRb e¨w³ hLb GK †KvwU UvKv g~‡jï Mvwo µq Ki‡e ZLb
Zv‡K RwUj µq AvPi‡Yi g‡a¨ c‡ob| wKš‘ 5 j¶ UvKv g~‡jï Mvwo µ‡qi †¶‡Î H e¨w³‡K AZUv
RwUj Ae¯’vi g‡a¨ co‡Z nq bv|
L) n«vmcÖvß µq AvPiY (Reducing buying behavior) t `vwg cY¨ Ges SzwKc~Y© c‡Yï êwkó¨MZ
cv_©K¨ †`Lv hvq| `vwg Mvwo Ges †Uwjwfkb DfqB e¨qeûj I SzuwKc~Y©| Z‡e e¨qeûj Mvwoi †P‡q
†Uwjwfkb µ‡q SzwK Kg _v‡K| d‡j †µZv hLb e¨qeûj cY¨ Ges SzuwK c~Y© µq Ki‡e †mLv‡b hw`
SzuwKi cwigvb Kg _v‡K ZLb Zv‡K †µZvi n«vmcÖvß µq AvPiY e‡j| GB †¶‡Î c‡Yï mwVK g~j¨,
myweavRbK¯’vb, wek¦vm†hvM¨ Z_¨ , weµq‡Ëvi †mevi wbðqZv BZ¨vw` m¤ú‡K© †µZv‡ì AewnZ K‡i
evRviRvZKvix‡K eë¯’v MÖnY Ki‡Z nq|
M) Af¨vmMZ µq AvPiY (Habitual buying behavior) t Kg `vwg c‡Yï †¶‡Î †µZvi SzuwKi
cwigvb G‡Kev‡iB Kg _v‡K| GB mKj cY¨ µ‡q †µZv Af¨¯Í n‡q c‡o| Kg `vwg c‡Yï †¶‡Î †µZvi
Z_¨ msMÖn Ges g~j¨vq‡Yi cÖ‡qvRb c‡o bv| †m Av‡M †_‡K gvbwmK cÖ¯‘wZ wb‡q _v‡K †Kv_v †_‡K cY¨wU
µq Kiv n‡e, wKfv‡e µq n‡e Ges g~‡jï e¨vcv‡i Zvi c~e© aviYv we`¨vgvb _v‡K| GB mKj c‡Yï
†¶‡Î †µZvi Af¨vmMZ µq AvPiY cwijw¶Z nq| mvavišÍ wbZ¨ cÖ‡qvRbxq cY¨ †hgb †Zj, mvevb,
†có BZ¨vw` RvZxq c‡Yï ‡¶‡Î †µZv‡ì Af¨vmMZ µq AvPiY we`¨vgvb|

weweGm †cÖvMÖvg
N) ‰ewPÎgq µq AvPiY (Variety seeking buying behavior) t GLv‡b †µZvi SzuwK Kg _v‡K, cY¨
mg~‡ni GKK g~j¨ Kg Ges cY¨ eënv‡i †µZv Af¨¯Í _v‡K| GB †¶‡Î †µZviv e¨vcK RwoZ bv n‡jI
eªv‡Ûi cv_©K¨‡K ¸iæZ¡ w`‡q we‡ePbv K‡i| mvaviY cÖPwjZ cY¨‡K hLb †µZvi mev©waK eªvÛ we‡ePbvq
wb‡q Av‡m ZLb †µZv‡ì êwPÎgq µq AvPiY cwijw¶Z nq| GKRb †µZv †Kvb iKg evRvi Z_¨
Ges g~j¨vqb QvovB wek¦v‡mi Dci wfwË K‡iB MÖvÛ P‡qm we¯‹yU µq K‡i, hv wZwb †fv‡Mi mgq g~j¨vqb
K‡i _v‡Kb| cieZx© mgq GK‡N‡qwg cwinvi Kivi Rb¨ wZwb Ab¨ eªv‡Ûi cY¨ µq Ki‡Z cv‡ib| GB
mKj c‡Yï †¶‡Î evRv‡i †Kv¤úvwb¸wji g‡a¨ e¨vcK cÖwZ‡hvwMZv †`Lv hvq| GLv‡b wewfbœ ai‡Yi
m„wókxj gv‡K©wUs †cÖvMÖvg cÖbqb K‡i †µZv‡ì a‡i ivLvi †Póv Kiv nq|
iii) µq wm×vš— MÖnY cÖwµqvi ¯Íimg~n (Stages in the Buying Decision Process) t mvaviYZ
†Kvb cY¨ ev †mevi PzovšÍ cÖ‡qvRb Abyfe Ki‡j GKRb †µZv µq wm×všÍ MÖnY K‡i| GKRb †µZv‡K
cÖwZw`b bvbv ai‡Yi µq wm×všÍ MÖnY Ki‡Z nq| we‡klZ µq wm×všÍ MÖnY GKwU RwUj cÖwµqv| µq
wm×všÍ gyjZ wbf©i K‡i c‡Yï êwk‡óï Dci| µq wm×všÍ GKwU c×wZMZ welq| †µZv A‡bK¸wj avc
AwZµg K‡i PzovšÍ µq wm×v‡šÍ †cŠ‡Q _v‡K| e¨qeûj Ges SzuwKc~Y© c‡Yï Rb¨ wm×všÍ MÖnY cÖwµqv
RwUj n‡q _v‡K Z‡e Kg `vgx I Kg SzuwKc~Y© c‡Yï †¶‡Î µq wm×všÍ MÖnY cÖwµqvi ¯Íimg~n Kg n‡q
_v‡K| eo eo †Kv¤úvwb¸wj M‡elYvi gva¨‡g Rv‡b †µZv wK wK‡b, †Kb wK‡b BZ¨vw`| †µZvi µq
AvPiY Ges µq wm×všÍ MÖnY cÖwµqvq GmKj †KbGi DËi cvIqv Lye mnR nq bv|
‡fv³vi µh wm×všÍ ¯Íimg~n GKwU Pjgvb gvbwmK cÖwµqv| †fv³vi µq cÖwµqv µ‡qi A‡bK Av‡M †_‡K
ïiæ nq Ges µ‡qi c‡iI Pj‡Z _‡K| Z‡e GKRb †fv³v Zvi GB Kvh© m¤úbœ Ki‡Z wM‡q cuvPwU ¯Íi
AwZµg K‡i _v‡K| wb‡æ wP‡Î †fv³vi µq cÖwµqv g‡WjwU †`Lv‡bv n‡jv:
mgm¨v Z_¨ weKí µq µ‡qvËi
mbv³KiY AbymÜvb g~j¨vqb wm×všÍ AvPiY
wPÎ t †µZvi µq cÖwµqv

Sources: P. Kotler & G. Armstrong, Principles of Marketing, 9th edition, P-193.
I) mgm¨v mbv³KiY (Problem recognition) t mgm¨v mbv³KiY ga¨ w`‡q †µZvi µq cÖwµqv ïiæ
nq| †µZv cÖ_‡g GKwU mgm¨v‡K wPwýZ K‡i| †fv³vi wfZi wewfbœ DÏxcK Øviv GB bxW¸‡jv RvMÖZ nq
ZLb Zv Zvobvq iƒc †bq| †µZv `yB fv‡e cY¨ µ‡qi cÖ‡qvRb Abyfe Ki‡Z cv‡i| cÖ_gZ¡: Af¨š—ixb
cÖ‡qvRb- GB cÖwµqvq †µZvi gv‡S Avcbv Avcwb cÖ‡qvRb Abyf~Z nq| †hgb- ¶zav, Z„òv, wekªvg,BZ¨vw`
n‡jv e¨w³i Af¨š—ixb cÖ‡qvRb| Ab¨fv‡e G‡ì ˆRweK cÖ‡qvRb ejv nq| Rxeb avi‡Yi Rb¨ GB mKj
cÖ‡qvRb AZ¨vek¨K| wØZwqZ¡: evwn¨K cÖ‡qvRb: ‡µZvi cÖ‡qvRb Zvi evwn¨K cwi‡ek †_‡K m„wó n‡Z
cv‡i| gvbyl Zvi cÖK…Z cÖ‡qvRb mg‡Ü eyS‡Z cv‡ibv wKš‘ evwn¨K cwi‡ek Zvi cÖ‡qvRb‡K RvMÖZ K‡i|
weÁvcb †`‡L GKRb ‡µZvi cY¨ µ‡qi cÖ‡qvRb RvMÖZ n‡Z cv‡i| Avevi DbœZ cwi‡e‡k emevm Kivi
Rb¨ g~j¨vevb Avmevec‡Îi cÖ‡qvRb Abyfe Ki‡Z cv‡i| Ab¨ w`‡K GKB mv‡_ GKRb †µZvi GKvwaK
cÖ‡qvRb RvMÖZ n‡Z cv‡i| †hgb- Zvi cwiev‡ii Rb¨ K¨v‡giv, Nwo, †Uwjwfkb A_ev GK †mU †mvdvi
cÖ‡qvRbxqZv Abyfe Ki‡Z cv‡i| GLvb †_‡K M‡elYvi gva¨‡g Rvb‡Z n‡e †fv³vi wK ai‡bi mgm¨v
RvMÖZ n‡”Q Ges wKfv‡e RvMÖZ n‡”Q Ges wKfv‡e Zv we‡kl Pvwn`vq cwibZ n‡”Q|
L) Z_¨ AbymÜvb (Information search) t †fv³vi µq wm×všÍ cÖwµqvi wØZxq ¯ÍiwU n‡”Q cY¨ ev
†mevi Rb¨ Z_¨ AbymÜvb Kiv| †µZvi cÖ‡qvRb hw` LyeB Zxeª nq ZLb †µZv A‡bK mgq Z_¨
AbymÜv‡bi cÖ‡qvRb g‡b K‡i bv| cÖ‡qvRbxq cY¨ hw` †µZv nv‡Zi Kv‡Q †c‡q hvq †mB †¶‡Î †µZvi
Z_¨ AbymÜvb cÖ‡qvRb nq bv| cÖPÛ gv_v e¨v_vi mgq nv‡Zi Kv‡Q †h e¨v_vbvkK Jla _v‡K wZwb †mUvB
eënvi Ki‡eb| Z‡e RwUj g~jëvb A_ev †ewk SzuwKc~Y© c‡Yï †¶‡Î Z_¨ msMÖn AZ¨šÍ ¸iæZ¡c~Y©| Mvwo,

†Uwjwfkb A_ev Kw¤úDUvi µ‡qi †¶‡Î Z_¨ msMÖ‡ni cÖ‡qvRbxqZv †`Lv †`q| †µZv KZUzKz gvÎvq Z_¨
msMÖn Ki‡e Zv wbf©i K‡i Zvi cÖ‡qvR‡bi ZxeªZvi Dci, Z‡_ï cwigvb I MÖnY †hvM¨Zvi Dci| †cÖ‡gi
we‡qi †¶‡Î cvÎ-cvÎxi Z_¨ msMÖn †MŠY n‡q `vovq| GKRb †µZv wb¤œ wjwLZ Drm †_‡K Z_¨ †c‡Z
cv‡i|
• e¨w³MZ Drm (Personal sources) t cwievi, eÜzevÜe, cÖwZ‡ekx, cwiwPZRb BZ¨vw`|
• evwbwR¨K Drm (Commercial sources) t weÁvcb, weµq Kgx©, cY¨ cÖ`k©b, †gvoK, wWjvi,
cvBKvwi A_ev LyPiv Kvievix|
• cvewjK Drm (Public Sources) t MY gva¨g, †fv³v‡iwUs msMVb, miKvwi G‡RwÝ|
• AwfÁZvi Drm (Experimental Sources) t cY¨ bvovPvov, cY¨ cix¶v, cY¨ eënvi BZ¨vw`|
D‡jøwLZ Drm¸wji g‡a¨ †µZv †Kvb Drm †_‡K Z_¨ msMÖn Ki‡e Zv wbf©i Ki‡e c‡Yï cÖK…wZ Ges
†fv³v Pvwn`vi ZxeªZvi Dci| †fv³v D‡jøwLZ Dr‡mi me¸‡jv A_ev G‡ì mgš^q K‡i Z_¨ msMÖn Ki‡Z
cv‡i|
M) weKí mg~n g~j¨vqb (Evaluation of alternatives)t

cÖ‡qvRbxq Z_¨ msMÖ‡ni ci †µZv wewfbœ weKí mg~n gyj¨vqb K‡i| GB †¶‡Î GKB Pvwn`v †gUv‡Z m¶g
Giƒc weKí eªv‡Ûi cY¨ msµvšÍ msM„nxZ Z_¨ g~j¨vqb Kiv nq| †µZv wKfv‡e weKí eªvÛ g~j¨vqb K‡i Zv
wb‡æ GKwU KvíwbK D`vni‡Yi mvnv‡h¨ †`Lv‡bv n‡jv| GKRb e¨w³i †Uwjwfkb µq Ges weKí eªvÛ
gyj¨vqb cÖwµqv †`Lv‡bv n‡jv| g‡b Kwi evRv‡i PviwU eªv‡Ûi †Uwjwfkb Z_¨ Zvi wbKU i‡q‡Q| eª¨vÛ¸‡jv
n‡jv K, L, M, N| cÖ‡Z¨KUv eªvÛ‡K 10 c‡q›U †¯‹‡j ¯’vcb Kiv n‡q‡Q| wZwb †Uwjwfk‡bi 5wU wel‡qi
Dci me©vwaK ¸iæZ¡ cÖ`vb K‡i‡Qb| †hgbt Qwei gvb, g~j¨, Pvjbv c×wZ, Iqv‡iw›U, AvqZb| wb‡æ
we‡kølY †`Lv‡bv n‡jvt
‡Uwjwfkb Qwei gvb g~j¨ Pvjbv Iqv‡iw›U AvqZb
c×wZ
K 9 8 7 6 5
L 10 9 8 6 6
M 7 6 8 8 5
N 6 6 7 7 4
‡Uwjwfkb Kt 5(9) + .4(8) + .3(7) + .2(6) + .1(5) = 11.5

‡Uwjwfkb Lt 5(10) + .4(9) + .3(8) + .2(6) + .1(6) = 12.8
‡Uwjwfkb Mt 5(7) + .4(6) + .3(8) + .2(8) + .1(5) = 10.4
‡Uwjwfkb Nt 5(6) + .4(6) + .3(7) + .2(7) + .1(4) = 9.3
GB ‡Uwej †_‡K †`Lv hvq hw` †µZv †Kej GKwU wel‡qi Dci ¸iæZ¡ †`q †hgb Iqv‡iw›U, Z‡e †m M
eªvÛ cQ›` Ki‡e| †µZv hw` me¸‡jv welq we‡ePbv K‡i Z‡e L eªvÛ wbe©vPb Ki‡e KviY GLv‡bi mgš^q
†_‡K †m me©vwaK Z…wß AR©b K‡i|
‡fv³vi g~j¨vqb cÖwµqvq KZK¸‡jv †gŠwjK aviYv mnvqZv K‡i|
GB welq¸‡jv n‡jvt
• cY¨ µ‡qi myweav (Purchasing benefit)t GLv‡b c‡Yï ¸iæZ¡c~Y© êwkó¨mg~n wbY©q Kiv nq| GB
†¶‡Î GKwU eªv‡Ûi myweavRbK w`K¸wj‡K Zz‡j aiv nq| †Uwjwfk‡bi †¶‡Î Gi Qwei gvb, g~j¨,
AvqZb, kã, Pvjbv c×wZ, Iqv‡iw›U BZ¨vw` welq¸wj g~j¨vqb K‡i|

weweGm †cÖvMÖvg
• c‡Yï ¸bvejx (Product Attributes)t GB †¶‡Î †µZv GKwU myweavRbK welq‡K †e‡Q †bq|
†Uwjwfk‡bi †¶‡Î A‡b‡KB kã, A_ev Qwei gvb‡K me‡P‡q †ewk ¸iæZ¡ w`‡q _v‡K| wewfbœ Kvi‡Y
†µZvMY Zv‡ì cÖavb myweavRbK welqwU †c‡Z Pvq|
• eªvÛ wek¦vm m„wó (Creation of brand trust)t cY¨ g~j¨vqb †_‡K †µZvi g‡b eªvÛ wek¦vm m„wó nq|
†m wb‡R cY¨wU µq K‡i Ges Ab¨ †µZv‡ì Gi m¤ú‡K© BwZevPK gZvgZ †cvlY K‡ib| †Kv¤úvwb
me©`v GB †kªYxi †µZv‡ì a‡i ivLvi †Póv K‡i|
• Dc‡hvM (Utility)t cY¨ g~j¨vqY †_‡K †µZv GK ai‡bi Dc‡hvM jvf K‡i| †fv³v †h cY¨wU µq
K‡i †m cY¨ †_‡K †m me©vwaK Dc‡hvM jvf K‡i|
IV) µq wm×v‡š— (Purchase decision)t Dc‡ii wZbwU avc m‡šÍvlRbKfv‡e AwZµvšÍ n‡j GKRb
†µZv PzovšÍfv‡e µq wm×všÍ wb‡q _v‡K| wewfbœ weKí eªvÛmg~n g~j¨vq‡bi gva¨‡g †h eªvÛwU †fv³v cQ›`
K‡i Zv µ‡qi wm×všÍ MÖnY K‡i| µq wm×v‡šÍi mgq wewfbœ welq GKRb †µZv‡K cÖfvweZ Ki‡Z cv‡i
Ges †µZv Zvi µq wm×všÍ cwieZ©b Ki‡Z cv‡i| †fv³vi µq wm×v‡šÍi g‡a¨ `yBwU welq AšÍf~©³ _v‡K|
• Ab¨‡ì g‡bvfve (Attitudes of other)t Ab¨‡ì g‡bvfve Øviv †µZvi wm×všÍ cÖfvweZ n‡Z
cv‡i| †µZvi cÖ‡KŠkjx fvB ‡Uwjwfkb µ‡qi †¶‡Î †bwZevPK gZvgZ cÖ`vb Ki‡Z cv‡i| wZwb
†h‡nZz GB wel‡q we‡klÁ ZvB Zvi GB gZvgZ †µZvi Dci weiƒc cÖfve we¯Ívi Ki‡Z cv‡i|
• AcÖZvwkZ cvwicvwk¦©K Dcv`vb (Unexpected situational factors)t µq wm×všÍ AcÖZ¨vwkZ wKQy
cvwicvwk¦©K Ae¯’v Øviv cÖfvweZ nq| mvaviYZ cvwievwiK Avq, cÖZ¨vwkZ g~j¨, cY¨ n‡Z cÖvß
cÖZ¨vwkZ myweav BZ¨vw` we‡ePbv K‡i †µZv †Kvb cY¨ µ‡qi B”Qv †cvkb K‡i| cY¨ g~j¨vq‡bi mgq
†Uwjwfk‡bi gyj¨ wQj 25,000/- UvKv| wKš‘ 1 gvm c‡i hLb †m cY¨wU µq Ki‡Z wecbx‡Z Dcw¯’Z
n‡jv ZLb Gi g~j¨ AcÖZ¨vwkZ fv‡e e„w× †c‡q 35,000/- UvKv n‡q‡Q| GB †¶‡Î wZwb †Uwjwfkb
µq wm×vš— ¯’wMZ Ki‡Z cv‡ib|
D‡j- wLZ welqmg~n hw` meB BwZevPK nq ZeyI µq wm×všÍ PzovšÍ fv‡e †bevi c~‡e© †µZv †h `ªe¨wU µq
Ki‡Z hv‡”Q Zvi g~j¨, ¸Yv¸b, `ªe¨ evQvB Kivi myweav, µq †K‡›`ªi Ae¯’vb, weµqKgx©i eënvi BZ¨vw`
welq¸‡jv †µZvi wm×vš—Kvjxb mg‡q cÖfve we¯—vi Ki‡Z cv‡i|
‡µZvi wm×všÍ cwieZ©b, ¯’wMZKiY A_ev µq wm×všÍ †_‡K m‡i Avmv Zvi Dcjwä SuywK (Perceived
risk) Øviv cÖfvweZ nq| cY¨ µ‡qi mgq wewfbœ ai‡bi Dcjwä SuywK Zv‡K cÖfvweZ Ki‡Z cv‡i| †hgbt
c‡Yï Kvh©KvwiZv, c‡Yï gyj¨, c‡Yï KvVv‡gvMZ welq, mvgvwRK ¯^xK…wZ, mgq †Mvcb BZ¨vw` wb‡q
†µZv wbivcËvnxbZvq fyM‡Z cv‡i| Z‡e wZwb `vwg cY¨, mybvg AR©bKvix cY¨, mybvg AR©bKvix †÷vi,
M¨v‡iw›U hy³ cY¨ BZ¨vwì gva¨‡g †µZv Zvi Dcjwä SuywK n«vm Ki‡Z cv‡i|
V) µ‡qvËi AvPiY (Postpurchase behavior)t ‡µZv PyovšÍfv‡e cY¨ µ‡qi mv‡_ mv‡_ c‡Yï µq
cÖwµqvi KvR †kl n‡q hvq bv| cY¨ µq Kivi ci A_ev cY¨ †fvM ev eënv‡ii ci †fv³v †h AvPiY
cÖKvk K‡i Zv‡K µ‡qvËi AvPiY e‡j| cY¨ µq Ges eënv‡ii ci †µZvi mš‘wó A_ev Amš‘wói
welqwU Rvb‡Z n‡e| Gi Dci wfwË K‡i †µZvi cieZx© Kvh©µg cwiPvwjZ nq| GLv‡b `yBwU welq
RwoZ _v‡K|
• µ‡qvËi cwiZ…wß (Pospurchase satisfaction)t mvavišÍ †fv³vi mš‘wó wbf©i K‡i Zvi cÖZ¨vkv
Ges cÖvwßi m¤úK© Øviv GB †¶‡Î cY¨ n‡Z cÖvwß myweav hw` cÖZ¨vkvi mgvb nq Z‡e †fv³v mš‘wó
n‡e| cÖvwßi myweav hw` cÖZ¨vkvi †P‡q Kg nq Z‡e †fv³v Amš‘wó n‡e Ges cÖvwßi myweav hw`

cÖZ¨vkvi †P‡q †ekx nq Z‡e †fv³v cigvbw›`Z n‡e| mš‘wói cwigvY e„w× Kivi Rb¨ †fv³viv wfbœ
gnj †_‡K cY¨msµvš— Z_¨ msMÖn K‡i|
• µ‡qvËi Kvh©µg (Post Purchase action)t Kvh©µ‡gi `yBwU w`K Av‡Q| hw` †µZv mš‘wó cÖKvk
K‡i Z‡e †m Ab¨ †µZv‡ì Ges Zvi cwiwPZ gn‡j Gi BwZevPK gZvgZ cÖKvk Ki‡Z cv‡i| Gi
d‡j c‡Yï weµq e„w× Ges BwZevPK gZvgZ weµq cÖmv‡ii KvR K‡i _v‡K| Ab¨w`‡K hw` †µZv
Amš‘ó nq Z‡e weµ‡qi Dci Ges e¨mvwqK Kvh©µ‡gi Dci weiƒc cÖfve co‡Z cv‡i| †µZviv Gi
†cÖw¶‡Z wewfbœ ai‡bi c`‡¶c wb‡Z cv‡i| †µZviv `yB ai‡bi c`‡¶c wb‡Z cv‡i| cÖ_gZ cvewjK
c`‡¶c-‡µZviv mivmwi eëmv cÖwZôv‡bi wbKU cÖwZKvi PvB‡Z cv‡i A_ev hw` eëmv cÖwZôvb
Zv‡ì cÖwZ ¸iæZ¡ bv †`B Z‡e †Kv¤úvwbi weiæ‡× AvBbMZ eë¯’v wb‡Z cv‡i| Avevi miKvwi ms¯’v/
A_ev cÖvB‡fU ms¯’v †hgb †fv³v msMVb BZ¨vwì wbKU mivmwi Awf‡hvM †ck Ki‡Z cv‡i|
wØZxqZ¡t cÖvB‡fU c`‡¶ct †µZviv cY¨wUi µq eÜ K‡i w`j A_ev we‡µZv‡K eqKU Kij| Avevi
cY¨ m¤úK© eÜz‡ì ev cwiwPZ gn‡j mZ©K K‡i w`j|
d‡j †fv³v‡ì mš‘wói e¨vcv‡i evRviRvZKvix‡K me©`vB †LvR Lei wb‡Z n‡e Ges †mB fv‡e Gi
cÖwZKvi Ki‡Z n‡e| †fv³v‡ì †LuvR Lei, Awf‡hvM AbymÜv‡bi cvkcvwk †fv³v‡ì mv‡_ mve©¶wbK
†hvMv‡hvM ivL‡Z n‡e|
mvwe©K Av‡jvPbv †_‡K †µZvi µq wm×v‡šÍi cuvPwU ¯’i †`Lv hvq| cÖ‡Z¨KwU ¯’iB n‡”Q mgvb
¸iæZ¡c~b©| cÖ‡Z¨KwU ¯Í‡i evRviRvZKvixi wbR¯^ wKQy Kvh©µg i‡q‡Q| GB Kvh©µg mwVK fv‡e cÖYqb
I ev¯Íevqb Kivi Rb¨ evRviRvZKvix‡K µq wm×v‡šÍi cÖ‡Z¨KwU ¯Íi‡K `¶Zvi mv‡_ ch©v‡jvPbv
Ki‡Z n‡e|
cvV-ms‡¶c
• ‡fv³v †Kvb& cY¨ ev †mev µq Ki‡e †m m¤ú‡K© †h wm×všÍ MÖnY K‡i, Zv †h cÖwµqvi gva¨‡g m¤úbœ
nq Zv‡K †fv³vi wm×všÍ MÖnY cÖwµqv ejv nq|
• µq Kiv n‡e wKbv, wK µq Kiv n‡e, wKfv‡e µq Kiv n‡e A_ev †Kv_vq µq Kiv n‡e BZ¨vw` wel‡q
wm×vš—Kvix PzovšÍ wm×všÍ MÖnY K‡i _v‡K|
• ‡h e¨w³ cY¨ ev †mev eënvi K‡i Zv‡K eënviKvix e‡j| GB iƒc e¨w³ cY¨ ev †mev PzovšÍfv‡e
†fvM ev eënvi K‡i _v‡K|
• ‡µZvi f~wgKv ¸‡jvi g‡a¨ †K †Kvb f~wgKv cvjb Ki‡Q Zv wbwðZ n‡q c‡Yï wWRvBb cÖ¯‘Z, evZ©v
wPwýZKiY Ges cÖ‡gvkb ev‡RU BZ¨vw` †Kv¤úvwb‡K cÖYqb Ki‡Z nq|
• hLb †µZviv µq wm×v‡šÍi mv‡_ IZ‡cÖvZfv‡e RwoZ _v‡K Ges wefbœ eªv‡Ûi g‡a¨ ¸iæZ¡c~Y©
cv_©K¨¸‡jv m¤ú‡K© AeMZ _v‡K, ZLb Zviv RwUj µq AvPiY cÖKvk K‡i|
• A‡bK mgq †µZviv eªv‡Ûi cÖwZ AbyMZ bv n‡q Af¨mekZ †µZviv cY¨ µq K‡i _v‡K| GB †¶‡Î
†µZviv Af¨vmMZ µq AvPiY cÖKvk K‡i|
• ‡fv‡Mi ‰ewPÎ¨Zvi Rb¨ †µZviv cY¨ µ‡qi m‡½ IZ‡cÖvZfv‡e RwoZ bv n‡jI eªv‡Ûi cv_©K¨
¸iæZ¡mnKv‡i we‡ePbv K‡i ZLb Zviv êwPÎ¨gq µq AvPiY cÖKvk K‡i|
• mgm¨v mbv³Ki‡Yi gva¨‡g †µZvi µq cÖwµqv ïiæ nq| cÖ_‡g †µZv GKUv mgm¨v A_ev B”Qv
mbv³ K‡i|
• cª‡qvRb †gUv‡Z cv‡i Ggb c‡Yï Rb¨ †µZv Z_¨ AbymÜvb K‡i| e¨w³MZ, evwYwR¨K, cvewjK,
AwfÁZvi Drm †_‡K †µZv Zvi c‡Yï Rb¨ Z_¨ msMÖn Ki‡Z cv‡i|
• ‡µZv Zvi msM„nxZ Z_¨mg~n g~j¨vqY K‡i Ges GBiƒc gyi¨vq‡bi gva¨‡g †µZv weKí eªv‡Ûi g‡a¨
n‡Z Zvi cQ›`bxq cY¨wU Luy‡R †ei K‡i|
• wewfbœ weKí eªvÛmg~n g~j¨vq‡bi gva¨‡g †h eªvÛwU †fv³v cQ›` K‡i Zv µ‡qi wm×všÍ MÖnY K‡i|
GLv‡b †µZv µq AwfcÖvq Ges µq wm×všÍ wewfbœ welq Øviv cÖfvweZ n‡Z cv‡i|

weweGm †cÖvMÖvg
• µq cieZx© AvPiY n‡”Q †µZvi wm×všÍ MÖnY cÖwµqvi GKwU ¯Íi †hLv‡b †fv³viv Zv‡ì mš‘wó ev
Amš‘wói Dci wbf©i K‡i cY¨ µ‡qi cieZx© Kvh©µg MÖnY K‡i _v‡K|
cv‡VvËi g~j¨vqb
mwVK DË‡ii cv‡k wUK () wPý w`b
1| Z_¨ AbymÜv‡bi evwYwR¨K Drm †Kvb&wU?
K) cwievi L) weµqKgx©
M) miKvwi G‡RwÝ N) MYgva¨g
2| AwZ e¨q eûj c‡Yï †¶‡Î µq AvPiY nq
K) Af¨vmMZ L) ‰ewPÎgq
M) RwUj N) n«vm cÖvß
3| cY¨ aviYv whwb DÌvcb K‡ib wZwb n‡jb
K) m~PbvKvix L) wm×všÍ MÖnYKvix
M) µqKvix N) cÖfve we¯—viKvix
4| Henry Hssael †fv³vi AvPi‡Yi KqwU aiY D‡jøL K‡i‡Qb?
K) PviwU L) QqwU
M) `yBwU N) mvZwU
5| ‰ewPÎgq µ‡qi †¶‡Î SuywKi cwigvY _v‡K
K) Lye †ekx L) Lye Kg
M) ga¨g N) Dc‡ii me¸‡jv
6| µ‡qvËi Kvh©µg †KvbwU bq
K) weµ‡qvËi †mev L) Iqv‡iw›U
M) cY¨ g~j¨vqb N) cY¨ †givgZ

c‡Yï MÖnY cÖwµqv (Product Adoption Process)
D‡Ïk¨

c‡Yï MÖnY cÖwµhv m¤ú‡K© we¯ÍvwiZ Ávb jvf Ki‡Z cvi‡eb|
bZzb c‡Yï †¶‡Î †µZvi wm×všÍ MÖnY cÖwµqv mg‡Ü aviYv jvf Ki‡Z cvi‡eb|
bZzb cY¨ MÖn‡Yi e¨vcv‡i e¨w³MZ cv_©K¨ wbY©q Ki‡Z cvi‡eb|
MÖnY nv‡ii Dci cY¨ êwk‡óï cÖfve Abyaveb Ki‡Z cvi‡eb|
bZzb c‡Yï †¶‡Î †µZvi wm×všÍ MÖnY cÖwµqv (Buyer Decision Process for New Products)t
‡h cY¨, †mev A_ev aviYv‡K m¤¢ve¨ †µZv bZzb e‡j g‡b K‡i Zv‡K bZzb cY¨ ejv hvq| GKwU bZzb cY¨
evRv‡i Avmvi ci ïiæ nq Gi MÖnY cÖwµqv| cÖK…Z c‡¶ †µZv KZ…K bZzb cY¨ MÖnY cÖwµqvwU GKwU
gvbwmK cÖwµqv| GKwU c‡Yï Avwe®‹v‡ii cÖ_g Lei cvIqv †_‡K PzovšÍ MÖnY ch©šÍ GKRb e¨w³‡K
A‡bK¸‡jv ¯Íi AwZµg Ki‡Z nq| MÖnY cÖwµqvi avcmg~n wb‡¤œ Av‡jvPbv Kiv n‡jv|
K) MÖnY cÖwµqvi avc mg~n (Stages in the adoption process)t
AeMwZ AvMÖn g~j¨vqb hvPvBKiY MÖnY
wPÎ t MÖnY cÖwµqvi avcmg~n
I) AeMwZ (Awarness)t GB ¯Í‡i †fv³v cY¨wU m¤ú‡K© AeMZ nq wKš‘ we¯ÍvwiZ Z_¨ Rv‡b bv|
weÁvcb A_ev weµqKgx© BZ¨vwì gva¨‡g †µZv cY¨ m¤ú‡K© AeMZ n‡q _v‡K|
II) AvMÖn (Interest)t GB ¯Í‡i †µZv cY¨ m¤ú‡K© wewfbœ Z_¨ msMÖ‡n AvMÖnx nq| cY¨wUi bvbv w`K
m¤ú‡K© Rvbvi AvMÖn cÖKvk K‡i|
III) g~j¨vqb (Evaluation)t cY¨wUi wewfbœ welq m¤ú‡K© †µZv g~j¨vqb K‡i| cY¨wU MÖnY Kiv
hyw³hy³ n‡e wKbv †mUv †h we‡ePbv K‡i| cY¨wU m¤ú‡K© †µZvi BwZevPK g‡bvfv‡ei Rb¥ †bq|
IV) hvPvBKiY (Trail)t GB ¯Í‡i cY¨wU ¯^í cwigv‡Y MÖnY K‡i ¸bv¸b hvPvB K‡i| cY¨wU †µZv nv‡Z
Kj‡g cix¶v wbix¶v K‡i| †µZviv Rvb‡Z Pvq Avm‡jB cY¨wU Dc‡hvMx wKbv|
V) MÖnY (Adoption)t hvPvB cÖwµqvq hw` †µZv mš‘ó nq Z‡e †m cY¨wU MÖnY K‡i Ges wbqwgZfv‡e
eënv‡ii Rb¨ wm×všÍ †bq|
D‡jøwLZ Av‡jvPbv †_‡K †`Lv hvq GKwU mywbw`©ó cÖwµqv AwZµg K‡i †µZv bZzb cY¨ µ‡q wm×všÍ MÖnY
K‡i _v‡K| evRviRvZKvix weÁvc‡bi gva¨‡g †µZvi AeMwZ m„wó Ki‡Z cv‡i A_ev weµqKgx©i gva¨‡g
AeMwZ m„wó Ki‡Z cv‡i| c‡Yï e¨vcv‡i e¨vcK cÖPvi Pvjv‡j †µZv‡ì AvMÖn m„wó Kiv hv‡e| c‡Yï
Rb¨ hw` cix¶vg~jK gnovi eë¯’v K‡i †µZv‡ì AbyK~j g‡bvfve ˆZix Kiv hvq| G cÖwµqvq cÖ‡Z¨KwU
¯—‡i wKfv‡ei †µZv‡K mvnvh¨ Kiv hvq Zv evRviRvZKvix‡K Rvb‡Z n‡e|
L) bZzb cY¨ MÖn‡Yi e¨vcv‡i e¨w³MZ cv_©K¨ (Individual differences in innovativeness)t
bZzb †Kvb cY¨ MÖn‡Yi †¶‡Î mKj †µZv mgvbfv‡e cÖ¯‘Z _v‡K bv| bZzb cY¨ MÖn‡Yi †¶‡Î e¨w³ †_‡K
e¨w³‡Z cv_©K¨ j¶¨ Kiv hvq| cÖ_‡g Kg msL¨K †jvK bZzb cY¨ MÖnY K‡i c‡i Gi cwigvY e„w× †c‡Z

weweGm †cÖvMÖvg
_v‡K| hLb MÖn‡Yi msL¨v me‡P‡q †ewk nq ZLb Avevi GKwU mgRvZxq cY¨ evRv‡i Avm‡Z cv‡i Ges
cY¨wUi Pvwn`v µgvMZfv‡e n«vm †c‡Z _v‡K| E.M. Rogers bZzb cY¨ MÖn‡Yi Dci GKwU M‡elYv
K‡ib| wZwb Zvi M‡elYvq wewfbœ †ckvRxwe gvby‡li MÖnY cÖwµqvi aiY wbY©q K‡ib| wb‡¤œ Zvi M‡elYvi
g~j welq †µZv‡ì wewfbœ ¯Íi Ges Zv‡ì cY¨ MÖnY †`Lv‡bv n‡jv|
wej‡¤^
AwaRb cÖvwš—K
34% 16%
`ª“Z AwaRb
cÖeZ©bKvix `ª“Z MÖnYKvix 34%
2.5% 13.5%
wPÎ t bZzb Avwe®‹vi MÖn‡Yi Rb¨ mgq

Source: E.M. Rogers, Diffusion of innovations. 4th edition, New York, Free Press, 1983, P-247.
I) cÖeZ©bKvix (Innovators)t hviv cY¨wU m¤ú‡K© cÖ_‡g AeMZ nq Ges cY¨wU eënvi Kivi Rb¨
GwM‡q Av‡m| bZzb cY¨ evRv‡i Avmvi mv‡_ mv‡_ mevB GUv‡K MÖnY K‡i bv| hviv MÖnY K‡i
Zv‡ì‡K cÖeZ©bKvix ejv nq| mgv‡Ri cÖvq 2.5% fvM RbMY G †kªYxi AšÍf~©³| ¯^fveZB G‡ì
msL¨v Lye Kg| GB †kªYxi gvbyl Lye SzuwKc~Y© nq Ges bZzb wKQy MÖnY Ki‡Z Zviv LyeB AvMÖnx n‡q
_v‡K| GB †kªbxi †jv‡Kiv wkw¶Z Ges mgv‡Ri D”P †kªYxi n‡q _v‡K| evRv‡ii bZzb g‡Wj Avmvi
mv‡_ mv‡_ Zviv Zv‡ì cyivZb g‡Wj wewµ K‡i bZzb cY¨wU µq K‡i|
II) `ªæZ MÖnYKvix (Early adopters)t cÖeZ©bKvixi c‡iB G‡ì Ae¯’vb| cYÜv wKQyUv cwiwPZ cvevi
ci Zviv cY¨wU MÖnY K‡i| G‡ì msL¨v mgv‡R cÖvq 13.5% fvM| Giv wb‡Ri gyj¨‡eva Ges wePvi
we‡ePbvq cY¨wU µq K‡i| Giv mgv‡Ri ¸iæZ¡c~Y© e¨w³Z¡ wnmv‡e wPwýZ Ges mgv‡R e¨vcKfv‡e
bZzb cY¨ cÖPj‡bi †¶‡Î ¸iæZ¡c~Y© f~wgKv cvjb K‡i| evRviRvZKvixMY GB †kªYxi †µZv‡ì
gv‡K©wUs †KŠkj wnmv‡e †e‡Q wb‡q Zv‡K| KviY GB †kªªYxi †µZviv civgk© †bZvi (Opinion
leader) wnmv‡e f~wgKv cvjb K‡i| G‡ì e¨w³MZ cÖfv‡e Abïv cY¨ µ‡q AvMÖnx nq|
III) `ªæZ AwaRb (Early majority)t `ªæZ MÖnYKvixi c‡iB G‡ì Ae¯’vb| Giv ax‡i ax‡i Ges †ewk
mZK©Zvi mv‡_ cY¨ µq K‡i _v‡K| Giv `ªæZ MÖnYKvixi cÖfv‡e cÖfvweZ nq| G‡ì Dci weÁvc‡bi
cÖfve ¸iæZ¡c~Y© f~wgKv cvjb K‡i| mgv‡R hLb wKQy †jvK bZzb cY¨wU eënvi Avi¤¢ K‡i ZLb Giv
cY¨ m¤ú‡K© wewfbœ cÖKvi Z_¨ msMÖn K‡i Ges cY¨wU µ‡q AvMÖnx n‡q _v‡K| Giv mvaviYZ D”P
wkw¶Z Ges G‡ì †ewki fvM PvKzixRxwe †kªYxi n‡q Zv‡K| mgv‡R G‡ì msL¨v cÖvq 34% fvM|
mgv‡Ri e¨vcK RvMi‡Yi c~‡e©B Giv cY¨wU MÖnY K‡i|
IV) wej‡¤^ AwaRb (Late majority)t cY¨wU hLb e¨vcK AvKv‡i M„nxZ nq ZLb GB †kªYxi †µZviv
cY¨wU µq K‡i _v‡K| GB †kªYxi †µZv‡ì wej‡¤î AwaRb e‡j| mgv‡R G‡ì msL¨v 34% fvM|
Giv cY¨ µ‡qi †¶‡Î †Kvb mgq SuywK wb‡Z Pvq bv| Giv AwZgvÎvq m‡›`n cÖeb n‡q Zv‡K| Giv
A‡bK cix¶v Ges hvPv‡qi ciB cY¨wU MÖnY K‡i| mvavišÍ, Giv hLb †`‡L mevB cY¨wU eënvi
Ki‡Q ZLb cY¨wU eënvi Kiv †h‡Z cv‡i| GB †kªYxi †µZviv cÖavbZ¡ AbykiYKvixi ch©v‡q c‡o|
V) cÖvwšÍK (Laggards)t GB †kªYxi †µZviv mevi †k‡l Ae¯’vb K‡i| Giv mbvZbx A_ev wPivPwiZ
cÖ_v Øviv cwiPvwjZ| Giv †Kvb Ae¯’vq bZzb cY¨‡K MÖnY Ki‡Z Pvq bv| Giv †h cY¨ eënv‡i Af¨¯’
†mUvB eënvi Ki‡Z Pvq| G‡ì ejv nq †Kv¤úvwbi AÜ f³ Giv bZzb c‡Yï fvj g›` wKQyB

we‡ePbv K‡i bv| mgv‡R G‡ì cwigvb 16% fvM| Giv bZzb‡K ZLbB MÖnY K‡i hLb Zv cyivZb
Ges HwZ‡nï As‡k cwiYZ nq|
bZzb c‡Yï MÖnY cÖwµqv GKwU †Kv¤úvwb‡K ¸iæ‡Z¡i mv‡_ ch©v‡jvPbv Ki‡Z nh| cÖ_‡g †Kv¤úvwb‡K
†`L‡Z n‡e mgv‡R †Kvb †kªYxi †µZv KZ Ges Zv‡ì Ae¯’vb †Kv_vq| G‡ì wPwýZ Ki‡Z cvi‡j †mB
fv‡e evRviRvZKiY Kvh©µg cwiPvjbv Ki‡Z n‡e| mvaviYZ cÖ_g `yB †kªYxi Rb¨ evRviRvZKvixMY
A‡bK wewb‡qvM K‡i _v‡Kb| Giv cÖwZôv jvf Ki‡j cY¨wUi evRvi ¯’vwq‡Z¡i cwigvY †e‡o hvq| cY¨
†f‡` bZzb c‡Yï †kªYx web¨vm wfbœZ¡i n‡q Zv‡K| e¨w³MZ Kw¤úDUvi, †Uwjwfkb A_ev †Ljbv Mvwo GB
mKj c‡Yï Rb¨ cÖeZ©bKvix A_ev `ªæZ MÖnYKvixi êwkó¨ Avjv`v n‡q Zv‡K| GB mKj welq wePvi
we‡ePbv I g~j¨vqb K‡i evRviRvZKvix‡K Zvi evRviRvZKiY †KŠkj I †cÖvMÖvg cÖYqb Kiv DwPr|
M) bZzb cY¨ MÖn‡Y cY¨ êwkóï cÖfve (Influence of Product Characteristics on Rate of
Adoption)t bZzb c‡Yï wbR¯^ wKQy êwkó¨ _v‡K| †Uwjwfkb Ges mvev‡bi g‡a¨ A‡bK ai‡bi cv_©K¨
wbY©q Kiv hvq| GB cv_©K¨mg~n †Uwjwfkb A_ev mvevb MÖn‡Yi nvi‡K cÖfvweZ Ki‡e| wKQy cY¨ Av‡Q hv
MÖnY Ki‡Z A‡bK mgq jv‡M Avevi wKQy cY¨ mn‡RB †µZviv MÖnY K‡i _v‡K| mvaviYZ cuvPwU êwkó¨
cY¨ MÖn‡Yi †¶‡Î we‡kl f~wgKv iv‡L|
I) Zzjbvg~jK myweav (Relative advantage)t cÖPwjZ c‡Yï mv‡_ bZzb cY¨ n‡Z cÖvß myweavi
Zzjbvg~jK we‡kølY| †µZviv bZzb cY¨wU Øviv cyivZb cY¨ A‡c¶v KZ †ewk mywf`v cv‡”Q| cyivZb
†Uwjwfk‡bi P‡q bZzb †Uwjwfk‡bi kã, Qwei Mvb, bZzb wi‡gvU K›Uªj, AvK©lbxq wWRvBb GgbwK
g~j¨ myweav _vK‡Z cv‡i| d‡j GB myweavmg~n †µZv‡K †Uwjwfkb µ‡q AvMÖnx K‡i Zzj‡e| myweavi
gvÎv Kg n‡j Zv ax‡i ax‡i MÖnY Ki‡e|
II) mvgÄm¨c~Y© (Compatibility)t wØZxq êwkó¨ n‡”Q D™¢vweZ cY¨wUi m¤¢ve¨ †µZvi g~j¨‡eva Ges
AwfÁZvi mv‡_ KZUv mvgÄm¨c~Y© Zv‡KB †evSv‡bv n‡q‡Q| †Uwjwfkb GLb cÖvq mKj) †kªYxi
gvby‡li Rb¨ Rvbvb mB| we‡bv`‡bi gva¨‡g wnmv‡e GLb mKj †kªYx GUv‡K MÖnY Ki‡Q| d‡j
†Uwjwfk‡bi MÖn‡Yi nvi †ewk| wKš‘ Kw¤úDUvi D”P ga¨wewË †kªYxi Rb¨ †ewk gvbvbmB| d‡j Gi
MÖnY‡hvM¨Zv n‡e axiMwZ‡Z|
III) RwUjZv (Complexity)t D™¢vweZ cY¨wU eënv‡ii †¶‡Î Amyweav A_ev bZzb c‡Yï Abyave‡bi
gvÎv‡K RwUjZv ejv nq| GKRb e¨w³ mn‡RB K¨vjKz‡jUi eënvi Ki‡Z cv‡i wKš‘ Kw¤úDUvi
eënvi Kivi Rb¨ wk¶v Abykxjb cÖ‡qvRb| d‡j GKUv cY¨ hZ mn‡R eënvi Kiv hv‡e ZZ
ZvovZvwo MÖvn‡Ki Kv‡Q MÖnY‡hvM¨ n‡e| d‡j Kw¤úDUvi MÖnY nvi axi MwZ‡Z Ges K¨vjKz‡jU‡ii
MÖnY nvi `ªæZ MwZ‡Z n‡e|
IV) wefvR¨Zv (Divisibility)t PZz_© êwkó¨ n‡”Q cY¨wUi cix¶vg~jK eënv‡ii my‡hvM| hw` cY¨wU
µ‡qi Av‡M †µZv/ eënviKvix nv‡Z Kj‡g eënvi Kivi my‡hvM cvq Z‡e cY¨wU µ‡q Zvi AvMÖn
evo‡e| †Uwjwfkb, K¨vjKz‡jUi nv‡Z Kj‡g cix¶v Kivi my‡hvM †ewk, ZvB G‡ì MÖnY nvi
`ª“ZMZx‡Z n‡e| wKš‘ Kw¤úDUv‡ii my‡hvM Kg d‡j MÖnY nvi gš’i n‡e|
V) ‡hvMv‡hvM Dc‡hvMxZv (Communicability)t bZzb c‡Yï eënv‡ii djvdj ch©v‡e¶Y Ges A‡bï
Kv‡Q cÖKvk Kivi welqwU †hvMv‡hvM Dc‡hvMxZv| d‡j eënviKvix cY¨wUi mywf`v Amyweav mg‡Ü¨
Rvb‡Z cv‡i Ges cY¨ m¤ú‡K© Zvi g‡b Av¯’vi m„wó nq| †Uwjwfk‡bi †hvMv‡hvM Dc‡hvMxZv †ewk
e‡j Gi MÖn‡Yi nvi `ªæZ nq| wKš‘ Avgv‡ì †`‡k Rb¥-wbqš¿‡bi eënvi c×wZi †hvMv‡hvM
Dc‡hvMxZv Kg weavq Gi MÖnY nvi axiMwZ‡Z n‡”Q|

weweGm †cÖvMÖvg
D‡jøwLZ êwkó¨mg~n QvovI c‡Yï g~j¨, cÖ_vwgK LiP, ‰`bw›`b cwiPvjbv LiP, SuywK I AwbðqZv,
e¨w³Z¡, wek¦vm, g~j¨‡eva I mvgvwRK ¯^xK…wZ BZ¨vw` welqmg~n cY¨ MÖnY nv‡ii Dci e¨cKfv‡e cÖfve
we¯Ívi K‡i Zv‡K| ZvB evRviRvZKvix‡K GB mKj welq we‡ePbv K‡i bZzb cY¨ D™¢veb Ges Gi Rb¨
evRviRvZKiY †cÖvMÖvg wba©viY Ki‡Z n‡e|
cvV-ms‡¶c
• †Kvb cY¨, †mev, ev aviYv‡K wKQy m¤¢ve¨ MÖvnK bZzb e‡j g‡b g‡b Dcjwä Ki‡j Zv‡K bZzb cY¨
e‡j| cY¨wU AvswkK, cy‡iv, cwieZx©Z fv‡e bZzb n‡Z cv‡i|
• MÖnY cÖwµqv ej‡Z Ggb GKwU gvbwlK cÖwµqv‡K eySvq hvi gva¨‡g wk¶v jvf K‡i bZzb †Kvb
Avwe®‹v‡ii cÖ_g Lei cvIqv †_‡K PzovšÍ MÖnY ch©šÍ GKRb e¨w³ AwZµg K‡i|
• AeMwZ ¯Í‡i †µZv cY¨wU m¤ú‡K© AeMZ nq wKš‘ we¯ÍwiZ Z_¨ Rv‡b bv weÁvc‡bi gva¨‡g A_ev
Ab¨vb¨ Drm †_‡K †µZv c‡Yï D™¢veb m¤ú‡K© AeMZ nq|
• g~j¨vqY ¯Í‡i cY¨ m¤ú‡K© msM„nxZ Z_¨ g~j¨vq‡bi gva¨‡g cY¨wU MÖnY Kiv hyw³hy³ wKbv Zv we‡ePbv
K‡i|
• cÖeZ©bKvix ej‡Z †h mKj e¨w³‡K eySvq hviv Awfhvb cQ›` K‡i Ges SuywK wb‡q bZzb cY¨ MÖnY
K‡i|
• †h mKj e¨w³ cÖeZ©bKvix‡ì c‡i wKš‘ Ab¨ mevi c~‡e© bZzb cY¨ MÖnY K‡i Zv‡ì‡K ejv nq
cÖv_wgK MÖnYKvix|
• wej¤^ AwaRb e¨w³iv m‡›`ncÖeb n‡q _v‡K Ges Zviv †Kvb cÖKvi SuywK wb‡Z ivwR nq bv| mgv‡R
AwaKvsk †jvK cY¨wU MÖn‡Yi ci Giv cY¨wU MÖnY K‡i|
• cÖvwšÍK e¨w³iv bZzb‡K mnRfv‡e MÖnY Ki‡Z Pvq bv| Giv nq mbvZb cÖK…wZi gvbyl| hZw`b evRv‡i
cY¨wU _v‡K ZZw`b Giv cY¨wU eënvi K‡i _v‡K|
• cÖPwjZ c‡Yï mv‡_ bZzb cY¨ n‡Z cÖvß mywf`vi Zzjbvg~jK we‡kølY Kiv‡K Zzjbvg~jK mywf`v e‡j|
• c‡Yï MÖn‡Yi nvi wbf©i K‡i †µZv‡ì g~j¨‡eva Ges AwfÁZvi mv‡_ bZzb cY¨wU KZUzKz
mvgÄm¨c~Y©|
• bZzb c‡Yï eënvi c×wZ mnR n‡j †µZviv cY¨wU †ewk MÖnY Ki‡e Ges RwUj n‡j cY¨ MÖn‡Yi
nvi Kg n‡e|
• hw` bZzb cY¨wU ch©‡e¶Y‡hvM¨ I A‡bï Kv‡Q eY©bvi Dc‡hvMx nq Zvn‡j †µZv D³ c‡Yï myweav
m¤ú‡K© AeMZ n‡e Ges cY¨wUi MÖnY `ªæZ MwZ‡Z n‡e|

cv‡VvËi g~j¨vqb
mwVK DË‡ii cv‡k wUK () wPý w`b
1| bZzb cY¨ MÖnY cÖwµqvq KqwU avc AwZµg Ki‡Z nq
K) PviwU L) QqwU
M) cuvPwU N) mvZwU
2| AvMÖn ¯Í‡i †µZv wK K‡i
K) cY¨ Z_¨ msMÖn L) cY¨ g~j¨vqb
M) cY¨ hvPvBKiY N) cY¨ MÖnY
3| bZzb c‡Yï MÖn‡Yi Dci M‡elYv K‡ib
K) B,Gg,iRvi L) Gg,wgjvi
M) wdwjc KUjvi N) Rb wgj
4| mgv‡R cÖvq kZKiv KZ fvM RbMY `ªZz AwaR‡bi AšÍf~©³|
K) 2.5 L) 34
M) 16 N) 13.5
5| cÖeZ©bKvixi cÖavb êwkó¨ n‡jv Kviv
K) mbvZb cÖK…Zxi L) SuywK wb‡Z cQ›` K‡i bv
M) SuywK wb‡Z cQ›` K‡i N) Avw_©K fv‡e `~e©j
6| Kw¤úDUv‡ii MÖnY nvi `ªæZ n‡e bv KviY Gi
K) Zzjbvg~jK myweav †ewk bq L) ‡hvMv‡hvM Dc‡hvwMZv Kg
M) RwUj eënvi c×wZ N) Dc‡ii me¸‡jv|
ms‡¶wcZ cÖkœvejx
1| †fv³v AvPiY ej‡Z wK eySvq? †fv³v AvPi‡Yi êwkó¨mg~n wK?
2| †fv³v evRv‡ii msÁv `vI| †fv³v µq AvPi‡Yi GKwU g‡Wj eY©bv Kiæb|
3| †fv³v AvPi‡Y ev µq wm×v‡šÍ cÖfve we¯ÍviKvix mvs¯‹…wZ I mvgvwRK Dcv`vb¸‡jv Av‡jvPbv Kiæb|
4| †fv³v AvPi‡Y ev µq wm×v‡šÍ cÖfve we¯ÍviKvix e¨w³MZ I gb¯ÍvwZ¡K Dcv`vb¸‡jv Av‡jvPbv
Kiæb|
5| µq wm×v‡šÍ GKRb e¨w³ wK wK ai‡Yi f~wgKv cvjb K‡i _v‡K|
6| µq wm×v‡šÍi AvPi‡Yi aiY ev †kªYx wefvM Av‡jvPbv Kiæb|
7| ‡µZvi µq wm×všÍ MÖnY cÖwµqvi wewfbœ ¯Íimg~n wK?
8| bZzb c‡Yï †¶‡Î †µZvi wm×všÍ MÖnY cÖwµqvi weeiY w`b|
9| wKfv‡e e¨w³MZ `„wófw½i cv_©K¨ Ges c‡Yï êwkó¨ bZzb cY¨ MÖn‡Yi nvi‡K cÖfvweZ K‡i?
e¨vL¨v Kiæb|
10| µ‡qvËi AvPiY †Kb ¸iæZ¡c~Y© e¨vL¨v Kiæb|
11| ‡fv³v wKfv‡e weKí cY¨ gyj¨vqb K‡i|
12| ‡µZv †Kvb Drm †_‡K cY¨ m¤ú‡K© Z_¨ msMÖn K‡i Av‡jvPbv Kiæb|
13| ‡fv³vi µq AvPiY wKfv‡e mvs¯‹…wZK Dcv`vb Øviv cÖfvweZ nq- e¨vL¨v Kiæb|

weweGm †cÖvMÖvg
iPbvg~jK cÖkœvejx
1| †fv³v AvPiY ej‡Z Kx eySvq? †fv³v AvPi‡Yi êwkó¨mg~n Av‡jvPbv Kiæb| †fv³vi AvPiY
Aa¨vq‡bi cÖ‡qvRbxqZv Kx?
2| †fv³v AviP‡Yi GKwU mnR g‡Wj ˆZix Kiæb| †fv³v AvPi‡Y cÖfve we¯ÍviKvix Dcv`vbmg~‡ni
weeiY w`b|
3| µq wm×v‡šÍ GKRb e¨w³ wK wK f~wgKv cvjb K‡i _v‡K| †fv³vi µq AvPi‡Y cÖfve we¯ÍviKvix
e¨w³MZ Dcv`vb¸‡jvi cÖfve D`nviY mn Av‡jvPbv Kiæb|
4| ‡fv³vi µq AvPi‡Yi cÖ‡f`¸‡jv Av‡jvPbv Kiæb| ÒmvgvwRK Ges mvs¯‹…wZK welq ¸‡jvi
cv_©‡Kï Kvi‡Y †µZvi µq AvPi‡Y cv_©K¨ cwijw¶Z nqÓ Dw³wUi h_v_©Zv cÖgvb Kiæb |
5| †fv³vi µq wm×všÍ MÖnY cÖwµqvi c`‡¶ç‡jvi we¯—vwiZ weeiY w`b| µ‡qvËi AvPiY †Kb
¸iæZ¡c~Y© e¨vL¨v cÖ`vb Kiæb |
6| bZzb c‡Yï †¶‡Î †µZvi wm×všÍ MÖnY cÖwµqv e¨vL¨v Kiæb | bZz cY¨ MÖn‡Y cY¨ êwk‡óï †Kvb
cÖfve Av‡Q wK? Av‡jvPbv Kiæb |
DËigvjv
cv‡VvËi g~j¨vqb t1 1. L, 2. M, 3. N, 4. K, 5. K. 6. M
cv‡VvËi g~j¨vqb t2 1. K, 2. K. 3. M, 4. M, 5.N, 6. N
cv‡VvËi g~j¨vqb t3 1. L, 2. M, 3. K, 4. K, 5. L, 6. M
cv‡VvËi g~j¨vqb t4 1. M, 2. K, 3. K, 4. K, 5. M, 6. N

BDwbU
cfcccc
6
mvsMVwbK †µZvi AvPiY
Organizational Buyer Behavior
f~wgKv
wkí cY¨ mvaviYZ cieZx© Drcv`b cÖwµqvq eënvi Kiv nq weavq Zv‡ì mvsMVwbK †µZvi Kv‡Q weµq
Ki‡Z nq| GB mKj mvsMVwbK †µZv‡ì wb‡q †h evRvi Zv‡K mvsMVwbK evRvi e‡j| mvsMVwbK evRvi
†fv³v evRvi A‡c¶v AwaK msL¨K Ges AwaK cwigv‡bi cY¨ weµq n‡q _v‡K| wkí evRvi, cybt
weµqKvixi evRvi Ges miKvwi evRvi wb‡qB mvsMVwbK evRvi MwVZ| mvsMVwbK evRv‡ii cÖavb Av‡jvP¨
welq n‡jv GB evRv‡ii †µZviv wK wK µq wm×všÍ MÖnY K‡i, GB µq cÖwµqvq Kviv AskMÖnY K‡i _v‡K,
wKfv‡e welq GB mKj †µZvi Dci cÖfve we¯Ívi K‡i _v‡K| GB BDwb‡Ui wewfbœ cv‡V GB mKj welq
wb‡q Av‡jvPbv Kiv n‡q‡Q| mvsMVwbK †µZvi AvPiY n‡”Q GKwU wm×všÍ MÖnY cÖwµqv, hvi gva¨‡g GKwU
msMVb AvbyôvwbK fv‡e cÖ‡qvRb wba©viY K‡i, mieivnKvix‡ì wPwýZ, g~j¨vqb I cQ›` K‡i, mvsMVwbK
†µZvi µq AvPiY RwUj cÖK…wZi nIqvi Kvi‡Y evRviRvZKvix‡K cwiKíbv MÖn‡Yi mgq cy•Lvbycy•Lfv‡e
evRvi M‡elYv K‡i mwVK wm×všÍ wb‡Z nq| bZzev evRviRvZKvix Zvi Avmj D‡Ïk¨ †_‡K `y‡i m‡i hv‡e,
ZvB mvsMVwbK †µZvi AvPiY we‡kølY evRviRvZKi‡Yi GKwU ¸iyZ¡c~Y© welq|
weweGm †cÖvMÖvg
mvsMVwbK evRvi (Organizational Market)
D‡Ïk¨
mvsMVwbK evRv‡ii msÁv cÖ`vb Ki‡Z cvi‡eb|
mvsMVwbK evRv‡ii êwkó¨mg~n wPwýZ Ki‡Z cvi‡eb|
wewfbœ cÖKvi mvsMVwbK evRvi m¤ú‡K© Ávb AR©b Ki‡Z cvi‡eb|
mvsMVwbK †µZvi AvPiY we‡kølY Ki‡Z cvi‡eb|
mvsMVwbK †µZv AvPi‡Yi GKwU g‡Wj cÖYqb Ki‡Z cvi‡eb|
1| mvsMVwbK evRvi (Organizational Market)
wewfbœ msMVb cÖwZwbqZ cY¨ µq ev weµq K‡i _v‡K| †Kvb msMVb cY¨ Drcv`‡bi Rb¨ cY¨ µq K‡i
Avevi †Kvb msMVb gybvdv jv‡fi wbwgË cY¨ µq K‡i| ¯‹zj, K‡jR, wek¦we`¨vjq A_ev nvmcvZvjmg~n
Zv‡ì cÖ‡qvR‡b cÖP~i cwigvY wewfbœ RvZxq cY¨ mvgMÖx µq K‡i _v‡K| eo eo Drcv`bKvixMY Zv‡ì
cY¨ mvgMÖx †Kvb bv †Kvb fv‡e Ab¨ †Kv¤úvwbi wbKU weµq K‡i| mvavibZ wkí c‡Yï Drcv`bKvixiv
msMV‡bi wbKU †_‡K ‡ewk cwigvY cY¨ µq K‡i _v‡K| cybt Drcv`bKvixiv wewfbœ msMV‡bi wbKU †_‡K
µq K‡i _v‡K| Avevi cvBKvwi eëmvqx Drcv`‡Ki wbKU †_‡K cY¨ msMÖn K‡i g~jZt LyPiv Kvievix‡ì
wbKU cY¨ weµq K‡i _v‡K| LyPiv Kvievixiv cvBKvwi‡ì wbKU †_‡K cY¨ µq K‡i †fv³v‡ì wbKU
cY¨ weµq K‡i| wewfbœ msMV‡bi gva¨‡g †µZvi wbKU cY¨ †cŠu‡Q _v‡K| myZivs GB mKj msMVwbK
†µZv‡ì wb‡q †h evRvi Zv‡K mvsMVwbK evRvi e‡j| wewfbœ msMVb Zv‡ì cÖPwjZ Pvwn`v c~Y© Kivi
Rb¨ cY¨ msMÖn K‡i| msMVwbK †µZv‡ì µq wbf©i K‡i Zv‡ì cÖwZôv‡bi AvqZ‡bi Dci| †fv³v
evRv‡ii gZ mvsMVwbK µq AvPiY wewfbœ Dcv`v‡bi Øviv cÖfvweZ nq| mvsMVwbK evRv‡ii wewfbœ w`K
GB Aa¨v‡q wewfbœ wk‡ivbv‡g Av‡jvPbv Kiv n‡e|
2| mvsMVwbK evRv‡ii êwkó¨ (Characteristics of Organizational Market)

mvsMVwbK evRv‡ii wbR¯^ wKQy êwkó¨ i‡q‡Q| GB êwkó¨mg~n mvsMVwbK evRvi‡K †fv³v evRvi †_‡K
c„_K K‡i‡Q| hwÌ mvsMVwbK evRvi Ges †fv³v evRv‡ii g‡a¨ A‡bK wel‡q wgj i‡q‡Q| mvsMVwbK
evRv‡ii êwkó¨mg~n we‡k- lY Ki‡j GB evRv‡ii MwZ I cÖK…wZ mg‡Ü GKwU ¯^”Q aviYv cvIqv hvq Ges
Ab¨ w`‡K †fv³v evRv‡ii mv‡_ G‡ì cv_©K¨ ¯úó n‡q D‡V| mvsMVwbK evRv‡ii êwkó¨mg~n wb‡æ
Av‡jvPbv Kiv n‡jv|
I) mxwgZ †µZv (Fewer buyers) t mvsMVwbK †µZviv †fv³v †µZv‡ì Zzjbvq Lye Aí msL¨K|
wek¦we`¨vjq¸‡jv‡K mvsMVwbK †µZvi AšÍf~³ Ki‡j †`‡k GB †kªYxi †µZvi cwigvY gvÎ, 65 ev
70wU (cvewjK Ges cÖvB‡fU wek¦we`¨vjq wgwj‡q)| wKš‘ †fv³v †µZviv hviv †`‡k Qwo‡q Av‡Q
Ges †Kvb cY¨ †f‡` †`‡ki mKj RbMY †fv³v †µZv n‡Z cv‡i|
II) e¨vcK µq (Larger buying) t mvsMVwbK †µZviv †fv³v †µZv‡ì Zzjbvq Kg n‡jI G‡ì µq
e¨vcK n‡q _v‡K| GKwU cvewjK wek¦we`¨vjq gv‡m 100Ub KvMR µq Ki‡Z cv‡i A_ev 10
nvRvi MR Kvco µq Ki‡Z cv‡i| wKš‘ GKRb †µZv gv‡m nqZ 3/4 w`¯Ív KvMR A_ev 4/5 MR
Kvco µq K‡i _v‡K| cÖvwZôvwbK cÖ‡qvR‡b G‡ì µq cwigvY e¨vcK n‡q _v‡K|
BDwbU Qq c„ôv- 88
III) mieivnKvix Ges †µZvi wbKU m¤úK© (Close suplier customer relation) t ‡µZvi msL¨v
Kg nIqvi ìyb mieivnKvix Ges mvsMVwbK †µZvi mv‡_ wbKU m¤úK© we`¨gvb _v‡K| mvsMVwbK
†µZvMY g~jZt mieivnKvix‡ì wbKU †_‡K cY¨ µq K‡i d‡j Zv‡ì mv‡_ mvsMVwbK †µZv‡ì
GKwU wbweo m¤úK© M‡o D‡V| wKš‘ †fv³v evRv‡ii †µZv‡ì mv‡_ mieivnKvix‡ì †Kvb ai‡bi
m¤úK© _v‡K bv|
IV) ‡fŠ‡MvwjKfv‡e †K›`ªxf~Z (Geographically concentrated) t GB evRvi †fŠ‡MvwjKfv‡e
†K›`ªxf~Z n‡q _v‡K| cÖavbZ¡ GB evRvi †Kvb wbw`©ó GjvKv‡K †K›`ª K‡i M‡o D‡V| evsjv‡`‡ki
wkí c‡Yï †µZv‡ì wmsnfv‡Mi Ae¯’vb e„nË¡i XvKv, PÆMÖvg Ges Lyjbvq| †hLv‡b wkí GjvKv bvq
†mLv‡b mvsMVwbK evRv‡ii †Kvb ZrciZv †`Lv hvq bv|
V) Pvwn`vi êwkó¨ (Derived demand) t mvsMVwbK evRv‡i Pvwn`v _v‡K D™¢yZ| A_©vr cÖK…Z †fvM¨
c‡Yï Pvwn`v †_‡KB GB Pvwn`vi m„wó nq| Ab¨fv‡e ejv hvq †fvM¨ c‡Yï Pvwn`v n«vm e„w×i mv‡_
mv‡_ wkí c‡Yï Pvwn`vi n«vm e„w× n‡q _v‡K| †`‡k hw` Kvc‡oi Pvwn`v K‡g hvq Z‡e Kvco ˆZixi
Ab¨vb¨ Dcv`vbmg~‡ni Pvwn`vI K‡g hv‡e| ZvB wkí c‡Yï evRviRvZKvixiv Zv‡ì c‡Yï Rb¨
mivmwi †fv³v‡ì wbKU cÖPvi Kvh©µg Pvjvq hv‡Z Zv‡ì c‡Yï wkí Pvwn`v ev‡o|
Abgbxq Pvwn`v (Inelastic demand) t A‡bK mvsMVwbK evRv‡i Abgbxq Pvwn`v we`¨gvb| ¯^í mg‡qi
g~j¨ cwieZ©b Øviv wkí c‡Yï Pvwn`vi †Zgb cwieZ©b nq bv| †hgbt cv‡Ui `vg Kg‡jI PU I e¨vM
cÖ¯‘ZKvix cÖwZôvb¸‡jv AwZwi³ cvU µq Ki‡e bv| Avevi cv‡Ui g~j¨ e„w× †c‡jI cvU µq eÜ Ki‡e
bv| mvaviYZ wkí c‡Yï cÖ‡qvRbxq DcKi‡Yi g~‡jï n«vme„w×i d‡j GB c‡Yï Pvwn`vi †Zgb cwieZ©b
nq bv|
Aw¯’wZkxj Pvwn`v (Flactuating demand) t mvsMVwbK evRv‡ii Pvwn`v Zzjbvg~jKfv‡e Aw¯’wZkxj

n‡q _v‡K| †fvM¨ c‡Yï Pvwn`v Aí e„w×‡Z wkí c‡Yï Pvwn`vi e¨vcK cwieZ©b n‡Z cv‡i| KL‡bv
†fvR¨ c‡Yï Pvwn`v 10% fvM e„w× †c‡j wkí c‡Yï Pvwn`v 100% fvM A_ev Zvi †P‡qI †ewk e„w×
†c‡Z cv‡i|
VI) †ckvMZ µq (Professional Purchasing) t †fv³vi µ‡qi Zzjbvq mvsMVwbK µ‡qi †¶‡Î
RwUjZv †ewk †`Lv hvq| GB µ‡qi †¶‡Î GKvwaK e¨w³ RwoZ _v‡K| GKwU KvVv‡gvMZ
AbyôvwbKZvi gva¨‡g µq cÖwµqv cwiPvwjZ nq| †mB Kvi‡Y hviv cÖwZôv‡bi AvBb Kvbyb †ev‡Sb
Ggb `¶ G‡R›U‡ì gva¨‡g cY¨ µq Kiv n‡q _v‡K| mvsMVwbK µ‡qi †¶‡Î GKB cÖwZôvb wewfbœ
†ckv`vix AfxÁ gn‡ji mnvqZv wb‡q _v‡K| †Kvb †Kv¤úvwb Kvco µq Kivi Rb¨ †h G‡R‡›Ui
mvnvh¨ wb‡q _v‡Kb Kw¤úDUvi µq Kivi Rb¨ †mB G‡R‡›Ui mvnvh¨ cÖ‡qvRb nq bv| ZvB
mvsMVwbK µ‡qi †¶‡Î †ckvMZ µ‡qi cÖvavb¨ †`Lv hvq|
VII) wewfbœ weµq cÖfve (Several buying influences) t mvsMVwbK µq cÖwµqvq wewfbœ ai‡bi welq
cÖfve we¯—vi K‡i _v‡K| µq wm×v‡šÍi mgq cÖwZôv‡bi mKj wefvM cÖfve we¯Ívi Ki‡Z cv‡i|
GLv‡b µq cÖwµqv nq RwUj| wewfbœ wefv‡Mi mgš^‡q µq wm×všÍ cÖfvweZ nq| G ai‡bi µ‡q
mvaviYZ As‡Ki UvKv cqmv RwoZ _v‡K Ges µ‡qi Rb¨ mgq Kvj cÖ‡qvRb nq A‡bK †ewk|
GKwU †gwkb ms¯’vcb A_ev we‡`k †_‡K KuvPvgvj msMÖn Ki‡Z A‡bK mg‡qi cÖ‡qvRb nq| d‡j
µq cÖwµqv‡Z A‡bK welq cÖfve we¯Ívi K‡i _v‡K|
VIII) mivmwi µq (Direct Purchasing) t G ai‡bi µ‡qi †¶‡Î mivmwi µq Kiv nq| AwaKvsk
†¶‡Î †`Lv hvq msMVwbK †µZviv ga¨¯’Kvix‡ì Gwo‡q Drcv`‡Ki wbKU A_ev weµq Drm †_‡K
cY¨ µq K‡i| A‡bK we‡`‡k †_‡K cY¨ µq Kivi †¶‡Î mvsMVwbK †µZviv mivmwi cY¨
weweGm †cÖvMÖvg
ch©‡e¶Y A_ev g~j¨vqb K‡i cY¨ µq K‡i _v‡K| GB †kªYxi cY¨ e¨q eûj, wewfbœ welq Øviv
cÖfvweZ I RwUj cÖK…wZi nq weavq †µZviv mivmwi µq K‡i _v‡K| wegvb µq, RvnvR µq, fvwi
†gwkb µq BZ¨vw` †¶‡Î mvsMVwbK †µZviv mivmwi Drcv`‡Ki wbKU †_‡K µq K‡i _v‡K|
IX) cvi¯úwiK eëmv (Reciprocity in trade) t mvsMVwbK †µZv‡ì we‡kl êwkó¨ n‡jv Giv
cvi¯úwiK eëmvq †ewk wb‡qvwRZ _v‡K| Giv †Póv K‡i cvi¯úvwiK eëmvq mswkøó †µZvi KvQ
†_‡K cY¨ µq Ki‡Z| Zviv †h ga¨¯’vKvixi A_ev Drcv`‡Ki wbKU †_‡K cY¨ µq K‡i †hLv‡b
Zv‡ì Drcvw`Z cY¨mg~n weµq Kivi †Póv K‡i A_ev Zv‡ì cY¨ weµ‡qi GKwU my‡hvM _v‡K|
evsjv‡`‡k cvUKj, KvM‡Ri Kj Ges Kvc‡oi Kj¸‡jv GB ai‡Yi eëmv K‡i _v‡K| Ab¨ w`‡K
GB RvZxq µ‡q Aeva cÖwZ‡hvwMZvi c_‡K iy× K‡i e‡j A‡b‡KB G eë¯’vi mgv‡jvPbv K‡ib|
X) fvov †bqv (Leasing) t mvsMVwbK µ‡qi †¶‡Î fvov †bqv GKwU RbwcÖq c×wZ| A‡bK mgq cY¨
µ‡q Li‡Pi cwigvY GZ †ewk nq †h mvsMVwbK †µZv †Kvb KvR cwiPvj‡Ri Rb¨ fvov Kiv
†gwkb, hš¿cvwZ, Awdm BZ¨vw` eënvi K‡i _v‡K| †h mKj †µZviv cY¨ µ‡q Avw_©K msMwZ iv‡L
bv A_ev nVvr K‡i Drcv`‡bi e„w× Ki‡Z nq, GB mKj †¶‡Î fvov †bqv c×wZ eënvi Kiv nq|
mvaviYZ Kg wewb‡qv‡Mi gva¨‡g AwaK myweav cvIqvi D‡Ï‡k¨ GwU Kiv n‡q _v‡K|
3| mvsMUwbK evRv‡ii †kªYx wefvM (Types of Organizational Market) t mvsMVwbK †µZv‡ì

wb‡q †h evRvi MwVZ Zv‡K mvsMVwbK evRvi ejv nq| mvaviYZ wZb ai‡Yi mvsMVwbK evRvi †`Lv hvq|
†hgbt wkí evRvi, cybtweµqKvix evRvi I miKvwi evRvi| wb‡¤œ wZb ai‡bi mvsMVwbK evRv‡ii eY©bv
†Ìqv n‡jvt
I) wkí evRvi (Industrial Market) t wkí evRvi me‡P‡q eo Ges eûgyLx mvsMVwbK evRvi| cY¨
ev †mev Drcv`‡bi Kv‡R hviv cY¨ µq K‡i Zv‡ì wb‡q †h evRvi MwVZ Zv‡K wkí evRvi e‡j|
e¨w³MZ †fvM ev eënv‡ii mv‡_ GB evRv‡ii †Kvb †hvMv‡hvM bvB| wewfbœ Drcv`bKvix cÖwZôvb
wb‡q GB evRvi MwVZ n‡q _v‡K| wkí evRv‡ii cÖavb êwkó¨ n‡jv Giv cY¨ Drcv`‡bi mv‡_
RwoZ| Ab¨w`‡K †h mKj e¨w³ ev cÖwZôvb cY¨ ev †mev fvov w`‡q _v‡K A_ev Pzw³i wfwË‡Z cY¨
mieivn K‡i ZviI wkí evRv‡ii AšÍf~©³| evsjv‡`‡k mKj wPwb Kj wb‡q wPwbi wkí evRvi MwVZ
A_ev mKj cvU wkí wb‡q †h evRvi Zv‡K cvU wk‡íi evRvi ejv nq| wewfbœ ai‡bi wkí evRv‡ii
µq cÖwµqv aib, êwkó¨ wfbœ iK‡gi n‡q _v‡K|
II) cybtweµqKvixi evRvi (Reseller Market) t mvaviYZ eëmvwqK Kvh©µg cwiPvjbvi Rb¨ †h
mKj e¨w³ I cÖwZôvb wb‡qvwRZ _v‡K Zv‡ì wb‡q †h evRvi MwVZ Zv‡K cybt weµqKvixi evRvi
e‡j| GLv‡b cY¨ Drcv`b A_ev e¨w³MZ †fv‡Mi Rb¨ cY¨ µq Kiv nq bv| GLv‡b eëmvwqK
cÖ‡qvR‡b cY¨ µq Kiv nq| GUv cybtweµ‡qi Rb¨ n‡Z cv‡i A_ev wb‡R‡ì KvR Kg© cwiPvjbvi
R‡bÏ n‡Z cv‡i| Giv mvavibZ µq G‡R‡›Ui f~wgKv cvjb K‡i _v‡K| cY¨ mvgMÖx †fv³v‡ì
nv‡Z †cŠQv‡bvi `vwqZ¡ G‡ì _v‡K| Drcvw`Z cY¨ †Kvb bv †Kvb fv‡e cybtweµqKvix‡ì nvZ Ny‡i
†fv³vi nv‡Z ‡cŠQvq| mvaviYZ cvBKvwi, LyPivKvievix, e›UbKvix BZ¨vw` G evRv‡ii AšÍf~©³|
hviv cY¨ fvov cÖ`vb eëmv‡q wb‡qvwRZ †hgb wewfbœ †W‡Kv‡iUi GivI G evRv‡i AšÍf~©³|
III) miKvix evRvi (Government market) t miKvwi Ges Agybvdv‡fvMx cÖwZôvbmg~n hviv
RbKj¨vY I †mev cÖ`v‡bi D‡Ïk¨ ev Ab¨‡ì cÖ‡qvRbgZ `ªe¨mvgMÖx I †mevKg© ¯’vbvšÍ‡ii Rb¨
cY¨ I †mev µh K‡i _v‡K ‡mB mKj cÖwZôvb‡K miKvwi evRvi e‡j| †hgb miKvwi nvmcvZvj,
miKvwi Awdm, cvewjK wek¦we`¨vjq I wewfbœ cvewjK cÖwZôvbmg~n| miKvi‡K Zvi cÖwZôvbmg~n
cwiPvjbvi Rb¨ wewfbœ ai‡bi cY¨ µq Ki‡Z nq| c‡Yï µq AvqZb A‡bK †ewk n‡q _v‡K|
miKvi Zvi cÖwZôv‡bi cÖ‡qvR‡b cÖvq mKj ai‡bi cY¨B µq K‡i| miKvwi nvmcvZvjmg~n Lv`¨
`ªe¨ †_‡K Aviv¤¢ K‡i AvmevecÎ mB, wbg©vY mvgMÖx, Acv‡ikb mvgMÖx BZ¨vw` cY¨ mg~n µq K‡i
_v‡K| Avm‡j miKv‡ii wewfbœ gš¿Yvjq, wefvM Ges BbwówUDU Gi Kvh©µg cwiPvjbvi Rb¨B GB
ai‡bi evRvi M‡o D‡V|
4| mvsMVwbK †µZvi AvPi‡Yi GKwU g‡Wj (A Model of Organizational Buyer Behaviour)t

†fv³v evRv‡ii Zzjbvq mvsMVwbK evRvi A‡bK †QvU| GB evRv‡i †µZvi µ‡qi cwigvY A‡bK †ewk
Ges †jb‡`‡bi cwigvbI A‡bK †ewk| mvsMVwbK †µZvi AvPiY n‡jv GKwU wm×všÍ MÖnY cÖwµqv, hvi
gva¨‡g msMVb Zvi cY¨ ev †mevi cÖ‡qvRb wba©viY, gyj¨vqb I wbe©vPb K‡i _v‡K| mvsMVwbK †µZvi
AvPiY Abyaveb Ki‡Z n‡j gv‡K©wUs wbe©vnx‡ì µq wm×všÍ mieivnKvix‡ì Ae¯’v, wm×všÍ MÖnY cÖwµqv,
µq wm×v‡šÍi Dci cÖfve we¯ÍviKix Dcv`vbmg~n BZ¨vw` Lye fvjfv‡e Rvb‡Z nq| we‡klZt mvsMVwbK
†µZvi AvPiY we‡kølY GKwU RwUj cÖwµqv ZvB mvsMVwb †µZvi AvPiY Abyaveb Ki‡Z n‡Z
evRviRvZKvix‡K KZ¸‡jv KwVb cÖ‡kœi Reve Rvb‡Z n‡e|
• mvsMVwbK †µZviv wK ai‡bi µq wm×všÍ MÖnY K‡i?
• mieivnKvix‡K wKfv‡e cQ›` K‡i?
• ‡K wm×všÍ †bq?
• mvsMVwbK µq wm×všÍ cÖwµqvwU wK?
mvsMVwbK µq wm×v‡šÍ cÖfve we¯ÍviKvix Dcv`vb¸‡jv wK? wb‡¤œ mvsMVwbK †µZvi AvPi‡Yi GKwU g‡Wj
†`Lv‡bv n‡jv| GB g‡W‡j †h welqwU e¨vL¨v Kiv n‡q‡Q Zv n‡jv, evRviRvZKiY Ges Ab¨vb¨ DÏxcK
msMVb Ges c×wZ‡K cÖfvweZ K‡i hv †_‡K wbw`©ó †µZv mvovi m„wó nq|
cwi‡ek µqKvix cÖwZôvb ‡µZvi mvov
evRvi Ab¨vb¨ µq †K›`ª
RvZKiY DÏxcK cY¨ ev †mev cQ›`
DÏxcK mieivnKvix cQ›`
µq
cY¨ A_©‰bwZK AW©v‡ii cwigvY
wm×vš—
gyj¨ KvwiMwi †Wwjfvix kZ©
cÖwµqv
¯’vb ivR‰bwZK I mgq †mev kZ©
cÖ‡gvkb mvs¯‹…wZK cwi‡kva kZ©
cÖwZ‡hvwMZv e¨w³MZ Avš—e¨w³K cÖfve
g~jK
mvsMVwbK cÖfve
wPÎ t mvsMVwbK †µZvi µq AvPiY g‡Wj

Source: Philip Kotler. & G. Armstrong, Principles of Marketing, 9th Edition, Printic Hall of India, P-217.
mvsMVwbK µ‡qi †¶‡Î cÖ_g we‡ePbvi welq n‡jv cwi‡ek| `yB ai‡bi DÏxcK mvsMVwbK µq‡K
cÖfvweZ K‡i| cÖ_gZ evRviRvZKiY DÏxcKt †fv³v µ‡qi gZB, mvsMVwbK µ‡qi †¶‡Îi
evRviRvZKiY DÏxcK evRviRvZKib wgkª‡bi PviwU Dcv`vb †hgb-cY¨, g~j¨, ¯’vb Ges cÖ‡gvkb w`‡q
MwVZ| Ab¨vb¨ DÏxcK¸‡jv n”Q- A_©‰bwZK, KvwiMwi, ivR‰bwZK, mvs¯‹…wZK Ges cÖwZ‡hvwMZvg~jK|
evRviRvZKiY DÏxcK Ges Ab¨vb¨ DÏxcKmg~n msMV‡b cÖ‡ek K‡i Ges †µZvi mvovq cwiYZ nq|
hvi gva¨‡g †µZv Zvi cY¨, †mev cQ›` K‡i; mieivnKvix cQ›` K‡i, AW©v‡ii cwigvY wba©viY K‡i,
†Wwjfvix Ges g~j¨ cwi‡kv‡ai kZ© cQ›` K‡i _v‡K| GB DÏxcKmg~n wKfv‡e msMVb‡K cÖfvweZ K‡i Zv
evRviRvZKvix‡K eyS‡Z n‡e| weÁvc‡bi Av‡e`b msMV‡b weiƒc cÖwZwµqvi m„wó Ki‡Z cv‡i A_ev
KvwiMwi wel‡q mewKQy msMV‡bi mv‡_ msMwZc~Y© bq, ‡mB †¶‡Î GB DÏxcK¸‡jv we‡ePbv K‡i h_vh_
cwieZ©b Ki‡Z n‡e|
weweGm †cÖvMÖvg
msMV‡bi Af¨š—‡i µq Kv‡Ri `ywU w`K _v‡K| cÖ_gZ¡t µq †K›`ª- hv µq wm×v‡šÍi mv‡_ mswkøó
e¨w³‡ì wb‡q MwVZ| µq †K›`ª msMV‡bi µq cÖwµqv‡K cÖfvweZ Ki‡Q| GQvov wewfbœ cÖwZôv‡bi µq
wm×vš— cÖwµqv wewfbœ iKg n‡q _v‡K| †QvU msMVb Ges e„nr msMV‡bi µq wm×všÍ cÖwµqvi cÖK…wZ
wfbœZ¡i n‡q Zv‡K| GQvov mvsMVwbK Af¨šÍixb AvPiY, wbR¯^ mvs¯‹…wZ BZ¨vw` welqmg~n µq cÖwµqv‡K
cÖfvweZ K‡i| GB mKj Dcv`vb Øviv mvsMVwbK †µZvi AvPiY wKfv‡e cÖfvweZ n‡”Q Zv gyj¨vqb K‡i
gv‡K©wUs wbe©vnx‡ì †mB fv‡e evRviRvZKiY Kvh©µg cwiPvjbv Ki‡Z n‡e|
cvV-ms‡¶c
• mvsMVwbK µq n‡”Q GKwU wm×všÍ MÖnY cÖwµqv hvi gva¨‡g GKwU msMVb Zvi cY¨ Ges †mev µ‡qi
cÖ‡qvRb wba©viY K‡i Ges weKí eª¨vÛ Ges mieivnKvix‡ì wPwýZ, g~j¨vqb Ges cQ›` K‡i|
• wkí evRvi, cybt weµqKvixi evRvi Ges miKvwi evRvi wb‡qB mvsMVwbK evRvi MwVZ|
• mvsMVwbK evRv‡i evRviRvZKvix Aí msL¨K A_P e„n`vKv‡i eëmvwqK †jb‡`b K‡i|
• mvsMVwbK evRv‡i Pvwn`v _v‡K D™¢yZ Pvwn`v| G evRv‡ii c‡Yï Pvwn`v †fvM¨ c‡Yï Pvwn`vi Øviv m„ó
nq|
• †h mKj e¨w³ ev cÖwZôvb wewµi D‡Ï‡k¨ Ab¨ cY¨ ev †mev Drcv`‡bi Kv‡R eënv‡ii Rb¨ cY¨ ev
†mev µq K‡i Zv‡ì‡K wb‡q wkí evRvi MwVZ|
• gybvdvi Rb¨ cybtweµq A_ev fvov cÖ`v‡bi wbwg‡Ë †h mKj e¨w³ ev cÖwZôvb cY¨ µq K‡i Zv‡ì
wb‡q cybtweµqKvixi evRvi MwVZ|
• miKvwi cÖwZôvb¸‡jv Zv‡ì cÖavb Kvh©µg¸‡jv cwiPvjbvi Rb¨ †h cY¨ ev †mev µq K‡i A_ev
fvov †bq Zv‡ì‡K wb‡q miKvwi evRvi MwVZ|
• ‡fv³v evRvi A‡c¶v wkí evRv‡ii mvsMVwbK †µZviv †ewk cwigv‡Y cY¨ `ªe¨ µq K‡i, hvi Kvi‡Y
†jb‡`bI †ewk nq|
• wkí c‡Yï †¶‡Î Zv‡ì Drcvw`Z cY¨ cieZx©‡Z Drcv`b cÖwµqvq eëüZ n‡e weavq Zv msMV‡bi
Kv‡Q weµq Kiv nq|
• wKQy mvsMVwbK evRv‡ii Pvwn`v Abgbxq _v‡K| ¯^í mg‡qi g~j¨ cwieZ©b Øviv wkí c‡Yï Pvwn`v
†Zgb cwieZx©Z nq bv|
• ‡fv³v evRv‡ii †µZv‡ì Zzjbvq mvsMVwbK †µZv‡ì A‡bK †ewk RwUj µq wm×v‡šÍi gy‡LvgywL n‡Z
nq|
• mvsMVwbK †µZviv me©`vB †Póv K‡i cvi¯úwiK eëmvq mswkøó †µZv‡ì KvQ †_‡K cY¨ µq Ki‡Z|
• mvsMVwbK †µZviv hš¿cvwZ BZ¨vw` µ‡qi e`‡j †m¸‡jv‡K fvov †bqv‡K †ewk AMÖvwaKvi w`‡q _v‡K|
cv‡VvËi g~j¨vqb
1| mvsMVwbK evRvi mvavibZ KZ ai‡bi n‡q Zv‡K|
K) `yB cÖKvi L) Pvi cÖKvi
M) wZb cÖKvi N) Qq cÖKvi
2| evRviRvZKiY DwÏcK †Kvb&wU
K) A_©‰bwZK kw³ L) ‡fv³v
M) ¯’vb N) KvwiMwi kw³
3| µq Kv‡R KqwU fvM j¶¨ Kiv hvq|
K) 5wU L) 3wU
M) 2wU N) 6wU
4| cybt weµqKvixi evRvi †Kvb evRv‡ii AšÍf~©³
K) ‡fv³v evRvi L) ¯’vbxq evRvi
M) mvsMVwbK evRvi N) ‡KvbUvB bq|
5| mvsMVwbK evRv‡i †µZvi msL¨v nq
K) ‡ewk L) AmsL¨
M) Kg N) ‡KvbUvB bq|
6| wkí evRvi wK ai‡bi mvsMVwbK evRvi
K) eûgyLx L) GKgyLx
M) wØgyLx N) Dc‡ii me¸‡jv|
weweGm †cÖvMÖvg
wkíxq †µZvi AvPiY (Industrial Buyer Behaviro)
D‡Ïk¨
GB cvV †k‡l Avcwb......
wkíxq ‡µZvi AvPi‡Yi iƒc‡iLv wbY©q Ki‡Z cvi‡eb|
wkí c‡Yï †µZviv wK wK µq wm×všÍ MÖnY K‡i Zv eyS‡Z cvi‡eb|
wkí c‡Yï µq wm×všÍ cÖwµqvq AskMÖnYKvix‡ì wPwýZ Ki‡Z cvi‡eb|
wkí c‡Yï †µZv‡ì Dci cÖfve we¯ÍviKvix cÖavb Dcv`vb¸‡jvi e¨vL¨v cÖ`vb Ki‡Z
cvi‡eb|
eëmvqx †µZv/wkíxq †µZvi AvPiY (Business Buyer/ Industrial Buyer Behavior)

‡h mKj cÖwZôvb weµ‡qi D‡Ï‡k¨ A_ev cybtDrcv`‡bi D‡Ï‡k¨ cY¨ µq K‡i Zv‡ì‡K eëmvqx †µZv
A_ev wkíxq †µZv ejv nq| GB †µZv‡ì AvPiY we‡kølY Ki‡j †gŠwjK PviwU cÖ‡kœi D‡`ªK nq| GB
PviwU cÖ‡kœi DËi e‡j †`q GB wkíxq A_ev eëmvwqK †µZv‡ì AvPiY †Kgb n‡e| GB PviwU †gŠwjK
cÖkœ n‡jvt
• eëmvqx/wkíxq †µZviv wK wK wm×vš— MÖnY K‡i|
• ‡K A_ev Kviv GB cÖwµqvq AskMÖnY K‡i?
• ‡µZvi Dci cÖfve we¯ÍviKvix Dcv`vb¸wj wK?
• GB †µZviv wKfv‡e µq wm×všÍ MÖnY K‡i?
Dc‡iv³ PviwU cÖ‡kœi DË‡ii gva¨‡g eëmvqx/ wkíxq †µZv‡ì AvPiY g~j¨vqb Kiv hvq| GB mKj
cÖ‡kœi DËi cvIqvi Rb¨ wb‡æ Zv‡ì m¤ú‡K© Av‡jvPbv Kiv n‡jvt
1| K) wkíc‡Yï †µZviv wK wK µq wm×všÍ MÖnY K‡i (What buying decision do industrilal

buyers make?)t wkíc‡Yï †µZviv wewfbœ ai‡bi µq wm×všÍ MÖnY K‡i _v‡K| Zv‡ì µq wm×všÍ
cÖavbZ wbf©i K‡i eëmv‡qi cÖK…wZi Dci| †QvU cÖwZôvb Ges cÖwZôv‡bi µq wm×v‡šÍi g‡a¨ cv_©K¨ †`Lv
hvq| µq cwiw¯’wZi aiY Abyhvqx wm×v‡šÍi msL¨v Kg †ewk nq| wb‡æ wkíc‡Yï †µZv‡ì wewfbœ cÖKvi
µq wm×všÍ aiY Av‡jvPbv Kiv n‡jvt
i) mivmwi cybtµq (Straight rebuy)t wkíc‡Yï GB µq cÖwµqv n‡jv wbqwgZ µq cÖwµqv| GLv‡b
†µZv †Kvb wKQy cwieZ©b bv K‡i mivmwi c~e©eZx µq Abyhvqx cybtµ‡qi AW©vi w`‡q Zv‡K| mvaviYZ
c~‡e©i µq hw` †µZv‡K cy‡ivcywi Z…wß w`‡q _v‡K| ZLb ‡m µq wm×všÍ cwieZ©b bv K‡iB c~‡e©i wm×všÍ‡K
AbymiY K‡i| GB ai‡bi µq †¶‡Î cY¨ cwieZ©b Ges mieivnKvix cwieZ©b Kiv nq bv ej‡jB P‡j|
mieivnKvixMY wbqwgZ AW©vi cÖvwßi Avmvq cY¨ I †mevi gvb eRvq ivL‡Z †Póv K‡i| wbZ¨‰bwgwËK
µ‡qi †¶‡Î evievi AW©vi cÖ`v‡bi Sv‡gjv †_‡K †invB cvIqvi D‡Ï‡k¨B mvaviYZ G ai‡bi mivmwi
cybtµq AW©vi †`qv nq| hviv GB ai‡bi µ‡qi mv‡_ RwoZ _v‡K Zv‡ì G‡K A‡bï mv‡_ NwbôZv _v‡K
A_ev bZzb NwbôZvi (relationship) m„wó nq| A‡bK †¶‡Î GB RvwZq µ‡qi †¶‡Î G‡K A‡bï Dci
wbf©ikxj n‡q c‡o| †µZv A‡bK mgq Aí cwigvb cY¨ µq K‡i c‡i hw` mieivnKvix Zv‡ì
MÖnY‡hvM¨Zv cÖgvY Ki‡Z cv‡i ZLb wbqwgZ e¨vcK cwigvY mivmwi cybtµq K‡i _v‡K|
ii) ms‡kvwaZ cybtµq (Modified rebuying)t mivmwi cybtµ‡qi †¶‡Î †hgb †Kvb ai‡bi cwieZ©b
Avbv nq bv †Zgwb ms‡kvwaZ cybtµ‡qi †¶‡Î †µZv cY¨ µ‡qi wewfbœ e¨vcv‡i wewfbœ ai‡bi cwieZ©b
Avb‡Z Pvq| we‡klZ¡t ms‡kvwaZ cybtµ‡qi †¶‡Î †µZviv cY¨ µ‡qi Rb¨ bZzb kZ© cÖ`vb K‡i|
mvaviYZ c‡Yï ¸bv¸b, g~j¨, †mev kZ©, mieivn cÖwµqv BZ¨vw` †¶‡Î wKQyUv cwieZ©b wb‡q Avkv nq|
RyU wgj cvU µ‡qi †¶‡Î G-‡MÖW cv‡Ui cwie‡Z© we-‡MÖW cv‡Ui AW©vi w`‡Z cv‡i| mivmwi cybtµ‡qi
†¶‡Î mieivnKvix cwienY mywf`v cÖ`vb KiZ eZ©gv‡b GB µ‡q †Kv¤úvwbi wbR¯^ cwienY eënvi Ki‡Z
cv‡i| hvi d‡j cY¨ g~‡jï Dci we‡kl kZ© ms‡hvwRZ n‡Z cv‡i| GB µ‡qi †¶‡Î cyivZb
mieivnKvix‡ì g‡a¨ AvZ¼ †e‡o hvq Ges eZ©gvb Ae¯’v a‡i ivLvi Rb¨ me©vZœK †Póv K‡i| Ab¨w`‡K
evB‡ii mieivnKvixiv GB kZ©¸wj‡K GKUv my‡hvM wnmv‡e we‡ePbv K‡i _v‡K| A‡bK mgq eo
cÖwZôvbmg~n ms‡kvwaZ cybtµ‡qi gva¨‡g eëmvwqK myweav Av`vq Ki‡Z Pvq|
iii) bZzb KvR (New task)t GB µq mivmwi A_ev ms‡kvwaZ cybtµ‡qi mv‡_ G‡Kev‡iB mswkøó bq|
GB †¶‡Î cÖwZôvb cÖ_gev‡ii gZ GKwU cY¨ ev †mevi µ‡qi Rb¨ cÖ¯‘wZ MÖnY K‡i| bZzb KvR ej‡Z
†Kvb c‡Yï bZzb µ‡qi m~Pbv‡K eySvq| GB µ‡qi Rb¨ µq wm×všÍ MÖnY cÖwµqvi cÖ‡qvRb nq| †h‡nZz
cÖ_gev‡ii gZ GKwU cÖwZôvb µq Kv‡h© AskMÖnY K‡i d‡j GLv‡b †µZvi SuywKi cwigvY †ewk _v‡K|
GB SuywK n«vm Kivi Rb¨ †µZv‡K e¨vcK Z_¨ msMÖn I Z_¨ gyj¨vqb Ki‡Z nq| GLv‡b cÖ_gev‡ii gZ
c‡Yï êwkó¨, g~j¨, kZ©, †mev, AW©vi BZ¨vw` wel‡q mZ©K _vK‡Z nq| GB µ‡qi †¶‡Î cÖwZôv‡bi D”P
eë¯’vcbvi (top management) wm×vš— RwoZ _v‡K| bZzb µ‡qi †¶‡Î mieivnKvix wbe©vPb GKwU
¸iyZ¡c~Y© welq| mieivnKvix wbe©vP‡bi Dci GB µ‡qi ¸bMZ gvb wbf©i K‡i| Zzb µq †hgb cÖwZôv‡bi
Af¨šÍixb wewfbœ wefvM Øviv cÖfvweZ n‡Z cv‡i †Zgwb cÖwZôv‡bi evB‡ii GKvwaK welq ØvivI cÖfvweZ
n‡Z cv‡i|
AZGe Avgiv wZb ai‡bi µq cwiw¯’wZ †`L‡Z cvq| cÖ_‡g iywUb gvwdK cY¨ µq Kiv nq, wØZxqZ wKQy
cwieZ©b K‡i cY¨ µq Kiv nq Ges Z…ZxqZ G‡Kev‡i bZzb cY¨ µq Kiv nq| wb‡¤œ wP‡Î wZb ai‡bi
µq cwiw¯’wZ †`Lv‡bv n‡jv t
mivmwi cybtµq ms‡kvwaZ cybtµq bZzb KvR

we`y¨r Awdm bZzb civgk© cÖ_v Abyhvqx RwUj feb
cvwb mvgMÖx Mvwo ev †mev ˆZwi evwo ev †mZz, euva
m¤ú~Y© M¨vm UªvK Awdm m¤ú~Y©
i“wUb
†b‡Mvwk‡qkb
gvwdK
AvVv cÖPzi ‰e`y¨wZK Kw¤úDUvi ¯’vcbv A¯¿k¯¿
wmMv‡iU imvqb hš¿ Uviwgbvj hš¿cvwZ gnvKvk hvb
mvgMÖx Kw¤úDUvi
wPÎ t wkí c‡Yï µ‡qi wZb aiY cwiw¯’wZ
Source: B.M. Enis, Marketing Principles; 3rd Edition, Scott. Foresman & W.1980.
L) wbw`©ó µq wm×všÍ (Specific buying decisions)t wkíxq †µZviv mivmwi cybtµ‡qi †¶‡Î Kg
wm×všÍ wb‡q _v‡K| welq¸wji mv‡_ †µZviv Af¨¯Í n‡q c‡o| GLv‡b µq wm×v‡šÍi Rb¨ Kg mgq e¨q
Ki‡Z nq| Ab¨w`‡K wkíxq c‡Yï †µZviv bZzb µq Kv‡Ri cwiw¯’wZi Rb¨ †ewk wm×všÍ wb‡q _v‡Kb|
GLv‡b A‡bK welq cÖfve we¯Ívi I RwoZ _v‡K| †mB mKj welq we‡ePbv K‡i bZzb µq wm×všÍ MÖnY
Ki‡Z nq| we‡kl K‡i c‡Yï ¸bv¸b, g~j¨, mieivnKvix, †mev kZ©, cwi‡kva kZ©, AW©v‡ii cwigvY
BZ¨vw` welqmg~n we‡ePbv Ki‡Z nh| ms‡kvwaZ µ‡qi †¶‡ÎI wm×všÍ Kg n‡q Zv‡K| Z‡e GB †¶‡Î
mieivnKvixMY we‡kl mZK© Ae¯’vq _v‡K|
weweGm †cÖvMÖvg
M) †hŠwMK µq weµ‡qi f~wgKv (Role of system buying and selling)t A‡bK †µZv i‡q‡Qb hviv
wfbœ wfbœ µ‡qi †P‡q GKwU c¨v‡KR †cÖvMÖv‡gi gva¨‡g µq mgm¨vi mgvavb Ki‡Z Pvq| Zviv wewfbœ
mieivnKvixi †P‡q GKRb mieivnKvixi gva¨‡g mKj cY¨ †c‡Z †ewk cQ›` K‡i| GB ai‡bi µq
c×wZ‡K †hŠwMK µq weµq ejv nq| M„n wbg©vY cÖwZôvbmg~n Zv‡ì cÖ‡qvRbxq mvgMÖx A‡bK †¶‡ÎB
†hŠwMK µ‡qi gva¨‡g m¤úv`b K‡i _v‡K| †hŠwMK weµ‡qi †¶‡ÎI we‡µZviv GKwU cY¨ weµ‡qi mv‡_
mv‡_ †µZvi Ab¨ cÖ‡qvRbxq welq¸wj mieivn K‡i Zv‡K| eZ©gv‡b wm×všÍ RwUjZv n«vm Kivi Rb¨
†hŠw³K µq weµq GKwU RbwcÖq c×wZ wnmv‡e wPwýZ n‡”Q|
2) i) wkíc‡Yï µq-wm×všÍ cÖwµqvq AskMÖnYKvix (Who participates in the industrial buying
process)t wkí c‡Yï µq weµq GKwU RwUj cÖwµqv| GLv‡b †hgb A_© RwoZ _v‡K †Zgwb GKvwaK
e¨w³eM© GB cÖwµqv‡Z RwoZ _v‡K| µqKvwi msMV‡bi †h BDwbU wm×všÍ †bq Zv‡K µq ‡K›`ª e‡j| µq
†K‡›`ª wewfbœ ai‡bi †jvK wb‡qvwRZ _v‡K| GivB µq wm×všÍ cÖwµqv‡Z AskMÖnY K‡i _v‡K| µq †K‡›`ª
†h mKj m`m¨MY RwoZ _v‡K Zviv µq cÖwµqv‡Z wb¤œ-wjwLZ f~wgKv cvjb K‡i _v‡K|
K) m~PbvKvix (Initiators)t µq cÖwµqvq hviv cÖ_g Zviv cY¨ µq m¤^‡Ü cÖ¯¯Íve K‡i| Giv cY¨wUi
eënviKvix A_ev msMV‡bi Ab¨ †Kn n‡Z cv‡i| m~PbvKvix GKwU c‡Yï cÖ‡qvRbxqZv m¤^‡Ü cÖ_‡g
Abyfe (feel) K‡i|
L) eënviKvix (Users)t hviv cY¨wU ev †mevwU eënvi K‡i| Giv A‡bK mgq µ‡qi cÖ¯Íve w`‡q _v‡K
Ges c‡Yï ¸bv¸b, êwkó¨ BZ¨vw` we‡køl‡Y we‡kl f~wgKv iv‡L|
M) cÖfve we¯—viKvix (Influencers)t GB m`mïv cY¨ µq wm×v‡šÍi Dci cÖfve we¯Ívi K‡i| G‡ì
cY¨ Z_¨ m¤^‡Ü we‡kl Ávb _v‡K Ges µ‡qi e¨vcv‡i Giv AwfÁ n‡q _v‡K| we‡kl KvwiMwi Ávb
m¤úbœ e¨w³eM© cÖfve we¯ÍviKvix n‡q _v‡K| Giv cY¨ gyj¨vqb I we‡køl‡Y we‡kl f~wgKv iv‡L|
N) wba©viYKvix (Deciders)t Giv wewfbœ cY¨ µq Ges Zv‡ì wKQy †gŠwjK cÖ‡kœi DË‡i mv‡_ RwoZ
_v‡K| wK cY¨ µq Kiv n‡e, †Kv_v †_‡K µq Kiv n‡e, KZ g~‡j¨ µq Kiv n‡e, †Kvb mgq µq
Kiv n‡e BZ¨vw` wel‡q wm×všÍ cÖ`vb K‡i _v‡Kb|
O) Aby‡gv`bKvix (Approvers)t wba©viYKvix †h mKj wel‡qi wm×všÍ wb‡q _v‡K, Aby‡gv`bKvixMY
†mB mKj wel‡qi AvbyôvwbK A_ev AvbyôvwbK Aby‡gv`‡bi ¶gZv iv‡Lb| mvavibZ wba©viYKvixiv
†h µq cÖ¯Íve †ck K‡ib Aby‡gv`vbKvixMY †mB cÖ¯Íve cvk K‡i A_ev evwZj Kivi ¶gZv iv‡L|
P) †µZv (Buyers)t hviv cY¨ µ‡qi e¨vcv‡i AbyôvwbK mKj cÖKvi Kvh©vejx m¤úv`b K‡ib Ges G
PzovšÍ µq m¤úv`‡bi AwaKvi iv‡Lb| Giv PzovšÍ fv‡e mieivnKvix wbe©vPb K‡i Ges µq kZ©
wba©vi‡Yi AvbyôvwbK ¶gZvi AwaKvix| hwÌ mieivnKvix wVK KivB G‡ì cÖavb KvR Z_vwc PzovšÍ
µ‡qi mgq Giv wewfbœ wel‡q cÖfve we¯Ívi K‡i _v‡K| RwUj µ‡qi †¶‡Î Giv †Kv¤úvwbi µq AW©vi
I kZ© Abymib K‡i _v‡K|
Q) ‡MUwKcvi (Gatekeepers)t hviv µq weµq cÖwµqvq A‡bï wbKU Z_¨ cÖevn wbqš¿Y K‡i ZvivB
†MBUwKcvi| A‡bK mgq G‡R›U ev mieivnKvixMY cÖK…Z eënviKvix, wm×všÍKvix A_ev
Aby‡gv`bKvixi mv‡_ †hvMv‡hv‡Mi †¶‡Î evavMÖ¯’ n‡q Zv‡K| hviv GB †hvMv‡hvM cÖwµqv wbqš¿Y K‡i
Zv‡ì‡KB †MBUwKcvi ejv nq| D`vniY miƒc ejv hvq, Af¨_©bvKvix (receptionists), †Uwj‡dvb
Acv‡iUi, GgbwK e¨w³MZ mwPeMY cÖK…Z eënviKvix, wm×všÍ cÖ`vbKvix‡ì mv‡_ weµqKgx©‡ì
†hvMv‡hv‡M evav m„wó K‡i _v‡K|
D‡j- wLZ Av‡jvPbvq µq †K‡›`ª †h mKj m`m¨MY AskMÖnY K‡i Zv‡ì cÖK…wZ we‡kølY Kiv n‡jv|
mvavibZ †QvU cÖwZôv‡b Ges wbqwgZ cY¨ µ‡qi †¶‡Î mKj m`m¨‡ì Dcw¯’wZ _v‡Kbv| GLv‡b
wm×všÍKvix Ges †µZvi f~wgKv LyeB ¸iyZ¡c~Y©| wKš‘ RwUj A_ev KvwiMwi µ‡qi †¶‡Î mKj m`m¨‡ì
Dcw¯’wZ †`Lv hvq| GgbwK †MBUwKcvi ch©šÍ we‡kl f~wgKv iv‡L| µq †K‡›`ªi aviYvwU wkí cY¨ µ‡qi
†¶‡Î ¸i“Z¡c~Y©| evRviRvZKvix‡K fvjfv‡e Rvb‡Z n‡e †Kvb cY¨ cÖwZôv‡bi Rb¨ ¸iyZ¡c~Y©, G‡ì
eënviKvix Kiv? Kviv wm×vš— MÖnY cÖwµqvq RwoZ? Kviv Pzovš— µq m¤úv`b Ki‡e? BZ¨vw` welq
we‡ePbv K‡i †mB fv‡e Zv‡ì mv‡_ †hvMv‡hvM i¶v Ki‡Z n‡e| †ijhvb µ‡qi †¶‡Î A_ev wegvb µ‡qi
†¶‡Î Av‡jvwPZ mKj m`m¨‡ì cÖfve _vK‡Z cv‡i, GgbwK KvwiMwi Ávbnxb wegvb gš¿x I GB µq
wm×v‡šÍi Dci ci¶ Ges cÖZ¨¶vfv‡e cÖfve we¯Ívi Ki‡Z cv‡i| d‡j wkí c‡Yï µq wm×v‡šÍ GB mKj
e¨w³eM© wewfbœfv‡e cÖfve we¯—vi K‡i _v‡K|
ii) wkí c‡Yï †µZv‡ì Dci cÖfve we¯ÍviKvix cÖavb Dcv`vb¸‡jv wK?
(What are the major influences on industrial buyers)t
µq wm×vš— MÖn‡Yi mgq wkíc‡Yï †µZviv wewfbœfv‡e cÖfvweZ n‡Z cv‡i| GB cÖfve we¯—viKvix
Dcv`vb¸wji g‡a¨ i‡q‡Q cwi‡ekMZ Dcv`vb, mvsMVwbK Dcv`vb, AvšÍte¨w³K Dcv`vb Ges e¨w³MZ
Dcv`vb| A‡b‡KB A_©‰bwZK w`KwU‡K me‡P‡q †ewk ¸iyZ¡ w`‡q Zv‡K| Avevi A‡b‡KB g‡b K‡i
mvsMVwbK welqmg~n me‡P‡q †ewk cÖfve we¯Ívi K‡i _v‡K| Avevi wkíc‡Yï µ‡qi †¶‡Î e¨w³M
Dcv`vb ¸iyZ¡c~Y© f~wgKv cvjb K‡i| †gvU K_v D‡jøwLZ Dcv`vbmg~n wkíc‡Yï †µZvMY‡K wewfbœfv‡e
cÖfvweZ Ki‡Z cv‡i| A‡bK mgq ivR‰bwZK A_ev cÖwZ‡hvwMZvg~jK cwiw¯’wZ wewfbœ fv‡e cÖfve we¯Ívi
Ki‡Z cv‡i| wb‡¤œ wP‡Î GB Dcv`vb¸‡jvi GKwU msw¶ß weeiY †Ìqv n‡jvt
cwi‡ekMZ mvsMVwbK AvšÍte¨w³K e¨w³MZ --
Pvwn`v ¯’i A_©‡bwZK `„wófw½ D‡Ïk¨bxwZ KZ…©Z¡ AvMÖn ghv©`v eqm, Avq, wkíxq
my‡ì nvi, cÖhyw³MZ cwieZ©‡bi wbqgKvbyb, mvsMVwbK Bgc¨vw_ cÖZ¨q wk¶v, c`gh©v`v, †µZv
nvi, ivR‰bwZK Ges AvBb MZ KvVv‡gv c×wZ e¨w³Z¡ SuywK,
cwiw¯’wZ, cÖwZ‡hvwMZvg~jK mvs¯‹…wZ
cwiw¯’wZ, mvgvwRK `vq`vwqZ¡
wPÎ t wkí µq AvPi‡Y cÖfve we¯—viKvix cÖavb Dcv`vbmg~n
Score: P. Kotler, Marketing Management, The Mellennium Edition, Prentice Hall, P-197.
K) cwi‡ekMZ Dcv`vb (Environmental factors)t wewfbœ ai‡bi cwi‡ekMZ Dcv`vb Øviv wkí
c‡Yï †µZviv cÖfvweZ nq| wkí c‡Yï †µZviv eZ©gvb Ges cÖZ¨vwkZ A_©‰bwZK cwi‡e‡ki Dcv`vb
Øviv †ekx cÖfvweZ nq| GB cwi‡e‡ki cÖavb Dcv`vb¸‡jv n‡jv cÖv_wgK Pvwn`vi ¯—i, A_©‰bwZK cye©vfvm
Ges my‡ì nvi| cÖv_wgK Pvwn`vi ¯Íi hw` †ewk cwigv‡b DVv bvgv K‡i Z‡e wkí c‡Yï †µZviv cY¨
µ‡q fvimvg¨nxbZvq fyM‡Z _v‡K| GQvov A_©‰bwZK cye©vfvm GKwU ¸iyZ¡c~Y© welq| †hgb, †h eQi †`‡k
K…wl c‡Yï Drcv`b Kg nq †mB eQi K…lK‡ì nv‡Z A‡_©i cwigvY Kg _v‡K weavq wkí c‡Yï µq,
weµq Z_v Drcv`‡bi Dci cÖfve we¯—vi K‡i| me©cwi hw` my‡ì nv‡ii AwbðqZv evo‡Z _v‡K Z‡e
wkí c‡Yï †µZviv bZzb wewb‡qvM Kwg‡q †`q bv| eZ©gvb µ‡qi Dci e¨vcK cÖfve we¯Ívi K‡i|
KuvPvgvj mieivn cwiw¯’wZ wb‡q wkí c‡Yï †µZviv me‡P‡q AwbðqZvi g‡a¨ _v‡K| Drcv`‡bi cÖevn
wbf©i K‡i m„ó KuvPvgvj cÖvwßi Dci| we‡kl K‡i †h mKj KuvPvgvj mieiv‡ni †¶‡Î cy‡ivcywi we‡`‡ki
Dci wbf©i Ki‡Z nq †mB †¶‡Î welqwU Av‡iv RwUjZvi m„wó K‡i _v‡K| eZ©gv‡b mieiv‡ni mgš^q
NUv‡Z bv ‡c‡i A‡bK wkí c‡Yï †µZviv Zv‡ì cÖwZôv‡bi Drcv`b eÜ Ki‡Z eva¨ n‡q‡Q| KvwiMix I
cÖwZ‡hvwMZvg~jK cwiw¯’wZ wkí c‡Yï µ‡qi †¶‡Î cÖfve we¯Ívi Ki‡Q| wbqwgZ cÖhyw³MZ †h cwieZ©b
n‡”Q †hLv‡b mgZv eRvq ivLv wkí c‡Yï †µZv‡ì Rb¨ ûgKx ¯îƒc| KvwiMwi cwieZ©‡bi mgš^‡qi
weweGm †cÖvMÖvg
†¶‡Î A‡bK cÖwZôv‡bi e¨q A‡bKvs‡k e„w× cv‡”Q hv Zvi cY¨ g~‡jï Dci cÖfve we¯Ívi Ki‡Q| Ab¨w`‡K
evRv‡i wU‡K _vKvi Rb¨ cÖwZ‡hvwMZv cÖwZôv‡bi welqwU we‡ePbv Ki‡Z n‡”Q|
me©cwi wkí c‡Yï †µZviv ivR‰bwZK Ges AvBbMZ cwi‡e‡ki Dcv`vb Øviv cÖwZwbqZ cÖfvweZ n‡”Q|
ivR‰bwZK Aw¯’iZv Ges AvBbMZ cwieZ©b wkí c‡Yï µq weµ‡qi Dci ûgKxi m„wó Ki‡Z cv‡i| ZvB
wkí c‡Yï evRviRvZKvix‡ì evRv‡ii GB mKj cwieZ©‡bi cÖwZ bRi ivL‡Z n‡e| GB mKj cwieZ©b
†µZv‡ì wKfv‡e cÖfvweZ Ki‡Q †mBUv †`L‡Z n‡e|
L) mvsMVwbK Dcv`vb (Organizational factors)t cÖwZwU cÖwZôv‡bi wbR¯^ D‡Ïk¨, bxwZ wbqg,
KvVv‡gv I c×wZ _v‡K| GB mKj welq wkí cY¨ µ‡qi †¶‡Î wewfbœfv‡e cÖfve we¯—vi K‡i _v‡K| hw`
cÖvwZôvwbK wm×všÍ _v‡K †h, we‡`wk KuvPvgvj eënvi Kiv hv‡e bv| Z‡e †mB †¶‡Î Zv‡K †`kxq
KuvPvgvj msMÖn Ki‡Z n‡e| wkí c‡Yï evRvix‡K µq †¶‡Î wb¤œ wjwLZ mvsMVwbK cÖeYZv¸‡jvi cÖwZ
j¶¨ ivL‡Z nq|
gvb DbœZ µq (Upgraded pruchase)t cÖ_vMZ fv‡e wewfbœ cÖwZôvb wewfbœ fv‡e Zv‡ì cY¨ µq K‡i
_v‡K| hwÌ cÖwZôv‡bi †ewki fvM LiPB nq µq wefv‡Mi gva¨‡g Z_vwc G‡ì Ae¯’vb nq wb¤œ ch©v‡q|
eZ©gv‡b A‡bK †Kv¤úvwbq Zv‡ì µq wefvM‡K DbœZ K‡i‡Q| A‡b‡K Avevi wKQy µq Kvh©µg‡K mgš^q
K‡i mgwš^Z eë¯’vcbv M‡o Zzj‡Q| †hgb, µq, gRy`, wbqš¿b, Drcv`bm~Px UªvwdK BZ¨vwì mgš^q NwU‡q
GKwU mgwš^Z eë¯’vcbv eë¯’vcbv m„wó Ki‡Q hv †KŠkjMZ eë¯’vcbv bv‡g cwiwPZ| eûRvwZK
†Kv¤úvwb¸‡jv µq wefvM‡K mvaviY&Z wek¦e¨vcx cY¨ †LuvRvi `vwqZ¡ w`‡q _v‡K Ges GB e¨vcv‡i Zviv
GKwU †KŠkjMZ Askx`v‡ii mv‡_ KvR K‡i _v‡K| bZzb cÖR‡b¥i gvjvgvj eë¯’vcKMY AfxÁ I `¶
gv‡K©wUs wbe©vnx wb‡qvM Ki‡Q hviv wkí c‡Yï we‡µZv‡ì I Zv‡ì weµqKvix‡ì gvb DbœZ Ki‡Z cv‡i
Ges bZzb †µZv‡ì gv‡bi mv‡_ Zvj wgwj‡q Pj‡Z cv‡i|
‡Kw›`ªf~Z µq (Centralized Purchasing)t cÖwZôvwbK µq ch©v‡jvPbv Ki‡j †`Lv hvq wewfbœ
†Kv¤úvwb Zv‡ì cÖwZôvwbK µq wbR wbR wefv‡Mi gva¨‡g m¤úv`b K‡i _v‡K| †hgb- wnmve wefv‡Mi
cÖ‡qvRbxq welqmg~n wnmve wefvM µq K‡i A_ev Drcv`b wefvM Zv‡ì cÖ‡qvRbxq welqmg~n wb‡RivB
µq K‡i _v‡K| mv¤cÖwZKKv‡j A‡bK eo eo †Kv¤úvwb Zv‡ì wewfbœ wefv‡Mi µq‡K †Kw›`ªq µq
wefv‡Mi AvIZvq wb‡q G‡m‡Q| Gi d‡j †h weev‡Mi hv cÖ‡qvRb †mUv †Kw›`ªq µq wefv‡Mi gva¨‡g msMÖn
Ki‡Z nq| GLv‡b cÖwZôv‡bi µq cÖwµqvi mgš^q I ¸bMZ gvb eRv‡q ivLv m¤¢e nq| Ab¨w`‡K †Kw›`ªq
µ‡qi d‡j cÖwZôv‡bi LiP wbqš¿Y m¤¢e nq| †Kw›`ªq µ‡qi d‡j †Kv¤úvwbq wewfbœ wefvM µq RwUjZv I
µq SuywK cwinvi Ki‡Z cv‡i|
`xN©‡gqv`x Pzw³ (Long term contract)t cÖwZôvwbK µq †_‡K †`Lv hvq wewfbœ †Kv¤úvwb Zv‡ì myweav
gZ cY¨ msMÖn Ki‡Q| GKwU cY¨ GKvwaK mieivnKvix wbKU †_‡K msMÖn Ki‡Q| mv¤cÖwZKKv‡j wkí
c‡Yï †µZviv Zv‡ì mieivnKvix‡ì mv‡_ Av‡iv AwaK nv‡i `xN©‡gqv`x Pzw³ Ki‡Q| mieivnKvixMY
Zv‡ì eëmv a‡i ivLvi Rb¨ wewfbœ ai‡bi Kjv‡KŠkj cÖ‡qvM Ki‡Q| GB cÖwµqvq †µZv we‡µZv m¤úK©
Dbœq‡bi wewfbœ c`‡¶c MÖnY Ki‡Q| mieivnKvixMY †Kv¤úvwbi cvwievwiK m`m¨ wnmv‡e cÖwZôv jvf
Ki‡Q| GB c×wZi GKwU bZzb w`K n‡jv B‡jKUªwbK AW©vi wewbgq c×wZ| mieivnKvixiv Zv‡ì mv‡_
`xN© †gqv`x m~‡Î Ae× †µZv‡ì KvQ †_‡K ¯^qswµqfv‡e AW©vi jvf Kivi Rb¨ Kw¤úDUvi Uviwgbvj
Lyj‡Q| G‡Z K‡i Zv‡K †hvMv‡hv‡Mi Rb¨ we‡kl mgq I A_© e¨v‡qi cÖ‡qvRb n‡”Q bv| †m Zvi Awd‡m
e‡mB wewfbœ †µZv‡ì AW©vi digv‡qk eë¯’vcbv Ki‡Z cvi‡Q Ges †mB Abyhvqx gvjvgvj mieivn
Ki‡Q| A‡bK Jla †Kv¤úvwb Ges cy¯ÍK cÖKvkK Uviwgbvj eë¯’vq nvmcvZv‡j Ges eo eo eB-Gi
†`vKv‡b Jla Ges eB mieivn Ki‡Q|
M) mgqgZ Drcv`b c×wZ (Just in time production)t wewfbœ †Kv¤úvwb Zv‡ì cÖ‡qvRbxq welq
Drcv`‡bi c~‡e©B msMÖn K‡i ivL‡Zv| hvi d‡j Zv‡ì g~j¨ Ges ¸bv¸b wb‡q bvbv ai‡bi mgm¨vi g‡a¨
co‡Z n‡Zv| eZ©gv‡b A‡bK †Kv¤úvwb Zv‡ì µq bxwZ‡Z GKwU we‡kl w`K AšÍf~©³ Ki‡Q| ÔhLb
cÖ‡qvRb ZLb µqÕ GB µq bxwZwU msMV‡bi µq bxwZi Dci cÖfve we¯Ívi Ki‡Q| c„w_exi wewfbœ †`‡k
GB c×wZwU †ek RbwcÖqZv †c‡q‡Q| GLv‡b we‡eP¨ welq n‡jv Drcv`‡bi DcKiYmg~n Drcv`b ¯’‡j
Ggb mgq †cŠQv‡e hLb †mB¸wji cÖ‰qvRb|
N) we‡K›`ªxf~Z µq (Dentralized purchasing)t wKQy wKQy µ‡qi †¶‡Î †Kv¤úvwbmg~n we‡Kw›`ªf~Z
µq‡K cQ›` K‡i| mvaviYZ wewfbœ wefv‡Mi iywUb µqmg~n GB we‡K›`ªxf~Z µ‡qi AvqZvq c‡o|
cÖwZôv‡bi †QvU AvKv‡ii I ¯^í e¨‡qi cÖPwjZ cY¨mg~n GB c×wZ‡Z µq Kiv nq| we‡kl evBbWvm©,
Kwd †gKvi, C` KvW© BZ¨vw` cÖwZôvb Zvi wewfbœ wefvM‡K GB mKj cY¨ µ‡qi Rb¨ AbygwZ w`‡Z cv‡i|
A‡bK mgq †Kv¤úvwb wewfbœ wefv‡Mi mycvifvBRvi A_ev †mK‡iUvix‡ì g‡a¨ †µwWU KvW© weZiY Ki‡Z
cv‡i †hLv‡b †_‡K Zviv Zv‡ì wefv‡Mi cÖ‡qvRbxq `ªe¨ µq Ki‡Z cv‡i| wek¦we`¨vj‡qi wewfbœ
wefvMmg~‡n GB c×wZi gva¨‡g µq cwijw¶Z nq|
O) B›Uvi‡bU µq c×wZ (Internet purchasing) t eZ©gv‡b B›Uvi‡b‡Ui gva¨‡g µq GKwU RbwcÖq µq
c×wZ| wewfbœ eo eo mieivnKvixMY Zv‡ì cÖwZôv‡bi bv‡g I‡qe mvBU Ly‡j‡Qb| wkí c‡Yï †µZviv
mivmwi GB mKj I‡qe mvB‡Ui gva¨‡g Zv‡ì cÖ‡qvRbxq c‡Yï AW©vi cÖ`vb I cY¨ msi¶Y Ki‡Z
cv‡i| DbœZ we‡k¦i wkí c‡Yï †µZviv µ‡gB B›Uvi‡bU µq c×wZi gva¨‡g cY¨ µ‡q Af¨¯— I
wbf©ikxj n‡q co‡Q|
M) Avš—e¨w³ Dcv`vb (Interpersonal factors)t µq Kv‡R AskMÖnYKvix ci¯úi ci¯úi‡K cÖfvweZ
K‡i _v‡K| whwb PzovšÍ µq Kvh© mgvav Ki‡eb wZwbB µq Kv‡h© me‡P‡q †ewk f~wgKv cvjb Ki‡eb Ggb
bq eis A‡bK m`m¨‡ì cQ‡›ì welq Zv‡K cÖfvweZ Ki‡eb| cÖwZôv‡bi wd«R µ‡qi mgq wefv‡Mi
mwPe `vwqZ¡ cÖvß| wZwb e¨w³MZ fv‡e jvj is cQ›` K‡ib bv| wKš‘ µ‡qi mgq wZwb jvj is Gi wd«R
µq Ki‡jb KviY Zvi wefvMxq mfvwcZi jvj is Gi wd«R fxlY cQ›`| A‡bK mgq µq cÖwµqvq
AskMÖnY bv K‡iI c‡iv¶ fv‡e †Kvb e¨w³ cÖfve we¯—vi Ki‡Z cv‡i| A‡bK mgq mvgvwRK SuywKmg~n
µ‡qi †¶‡Î evav n‡q ùvovq| cÖwZôvwbK mv‡c©vU KZUzKz cvIqv hv‡e, mevi Kv‡Q GB µ‡qi MÖnY‡hvM¨Zv
†Kgb n‡e GB mKj welq wkí c‡Yï µ‡qi †¶‡Î we‡klfv‡e cÖfve we¯Ívi K‡i _v‡K| GB mKj
Dcv`vbmg~n LyeB A¯úó Ges my¶è nq| wkí c‡Yï evRviRvZKvix‡K GB mKj Dcv`vb wePvi we‡kølY
K‡i †KŠkj wba©viY Ki‡Z n‡e|
N) e¨w³MZ Dcv`vb (Individual factors)t µq cÖwµqvq hviv PzovšÍfv‡e AskMÖnY K‡i Zv‡ì wbR¯^
wKQy êwkó¨ i‡q‡Q hv cY¨ µ‡q cÖfve we¯Ívi K‡i _v‡K| GLv‡b e¨w³i Avq, iywP, Pvwn`v, cÖZ¨¶Y,
wk¶Y, gR©`v, SuywKMÖnY BZ¨vwì welqmg~n cÖZ¨¶ Ges c‡iv¶ev‡e cÖfve we¯Ívi K‡i _v‡K| A‡b‡K
ìKlvKwl K‡i Ges e¨cK hvPvB K‡i cY¨ µq Ki‡Z cQ›` K‡i| Avevi A‡b‡K GB cÖwµqvwU AcQ›`
K‡i| †Kw›`ªq µq wm×všÍ _vKv m‡Ë¡I PzovšÍ µ‡qi mgq µqKvixi cÖZ¨¶Y, wk¶Y, wek¦vm BZ¨vw` welq
PzovšÍ cY¨ µ‡q cÖfve we¯Ívi K‡i _v‡K| GQvovI GKRb µqKvixi e¨w³MZ AfxÁZv µq‡K bvbv fv‡e
cÖfvweZ Ki‡Z cv‡i|
weweGm †cÖvMÖvg
cvV-ms‡¶c
• wkí c‡Yï †µZviv cwi‡ekMZ, mvsMVwbK, AvšÍe¨w³K I e¨w³MZ Dcv`vb Øviv cÖfvweZ n‡q _v‡K|
• A_©‰bwZK cwi‡e‡ki cÖfvekvjx Dcv`vb¸‡jv n‡”Q cÖv_wgK Pvwn`vi ¯Íi, A_©‰bwZK c~e©vfvm Ges
my‡ì nvi|
• mivmwi cybtµ‡qi †¶‡Î †Kvb wKQy cwieZ©b bv K‡i c~e©eZx© µq Abyhvqx cybtµ‡qi AW©vi w`‡q
_v‡K|
• ms‡kvwaZ cybtµ‡qi †¶‡Î †µZv cY¨ µ‡qi wewfbœ e¨vcv‡i wewfbœ ai‡bi cwieZ©b Avb‡Z Pvq|
• bZzb µ‡qi †¶‡Î cÖwZôvb cÖ_g ev‡ii gZ GKwU cY¨ ev †mev µ‡qi Rb¨ cÖ¯‘wZ MÖnY K‡i|
• wewfbœ mieivnKvix †P‡q hLb GKRb mieivnKvix wbKU †_‡K hLb cY¨ mieivn Kiv nq ZLb
Zv‡K †hŠwMK µq e‡j|
• µq cÖwµqv‡Z hviv cÖ_gev‡ii gZ cY¨ µ‡qi cÖ¯Íve †`q Zv‡ì‡K m~PbvKvix e‡j|
• hviv cY¨ m~PbvKvix‡K mg_©b K‡i Zv‡ì‡K mg_©bKvix ejv nq|
• hviv mvsMVwbK µq I weµq cÖwµqvq A‡bï wbKU Z_¨ cÖevn wbqš¿Y K‡i Zv‡ì‡K †MBUwKcvi ejv
nq|
• KuvPvgvj mieivn cwiw¯’wZ wb‡q wkíxq c‡Yï †µZviv me‡P‡q †ewk AwbðqZvi g‡a¨ _v‡K|
• cÖ_vwgK Pvwn`vi ¯Íi hw` †ewk cwigv‡b IVv bvgv K‡i Z‡e wkí c‡Yï †µZviv cY¨ µ‡q
fvimvg¨nxbZvq fyM‡Z _v‡K|
• cÖwZôv‡bi †QvU AvKv‡ii ¯^í e¨v‡qi cÖPwjZ cY¨mg~n we‡K›`ªxfyZ µq c×wZi gva¨‡g µq K‡i
_v‡K|
• wewfbœ †Kv¤úvwb Zv‡ì cÖvwZôvwbK µq hLb wbR wbR wefv‡Mi gva¨‡g m¤úv`b K‡i _v‡K ZLb
Zv‡K †Kw›`ªf~Z µq c×wZ ejv nq|
cv‡VvËi g~j¨vqb
1| wkí c‡Yï µq KZ ai‡bi cwiw¯’wZi m„wó nh|
K) Qq M) wZb M) cuvP N) `yB
2| ‡hŠwMK µq Kv‡K e‡j?
K) GKRb mieivnKvix KZ…K µq L) `yBRb mieivnKvix KZ…K µq
M) AmsL¨ mieivnKvix KZ…K µq N) †KvbwUB bq|
3| µq cÖwµqvq cÖ_g †h cÖ¯Íve K‡i Zv‡K e‡j
K) eënviKvix L) cÖfve we¯ÍviKvix
M) m~PbvKvix N) Aby‡gv`bKvix
4| cybtµ‡qi †¶‡Î Kx wm×všÍ †bqv nq
K) †ewk wm×všÍ L) ev‡ev‡i wm×všÍ
M) cÖwZw`b wm×všÍ N) Kg wm×všÍ
5| µq weµq cÖwµqvq Z_¨ cÖevnKvix‡K Kx ejv nq
K) †µZv L) mieivnKvix
M) †MBUwKcvi N) wba©viYKvix
6| ‡KvbwU AvšÍte¨w³K Dcv`v‡bi AšÍf~©³
K) AvMÖn L) eqm
M) e¨w³Z¡ N) wk¶v

wkí c‡Yï †µZvi µq wm×všÍ

(Industrial Buyers Buying Decision)
D‡Ïk¨
GB cvV †k‡l Avcwb---

wkí c‡Yï †µZviv wKfv‡e µq wm×všÍ MÖnY K‡i †m e¨vcv‡i Ávb jvf Ki‡Z cvi‡eb|
wkí c‡Yï µq cÖwµqvq ¯Íimg~n wPwýZ I we‡kølY Ki‡Z cvi‡eb|
wkí c‡Yï Rb¨ mgm¨v wbw`©óKiY I cÖ‡qvRb wba©viY Ki‡Z cvi‡eb|
wkí c‡Yï Rb¨ AW©vi cÖ`vb I mieivnKvix wbe©vPb Ki‡Z cvi‡eb|
wkí c‡Yï µq cÖwµqvi Dcv`vb¸wji cvi¯úwiK m¤úK© wbY©q Ki‡Z cvi‡eb|
wkí c‡Yï †µZviv wKfv‡e Zv‡ì µq wm×všÍ MÖnY K‡i (How do industrial buyers make their
buying decisions?)t wkí c‡Yï †µZviv wb‡Ri e¨w³MZ cÖ‡qvR‡b cY¨ µq K‡i bv, cY¨ µq K‡i
g~jZt cybtDrcv`‡bi Rb¨| Giv A_©DcvR©b, cwiPvjbv e¨q n«vm A_ev mvgvwRK A_ev AvBbMZ Pvwn`v
†gUv‡bvi Rb¨ cY¨ µq K‡i _v‡K| GKRb wkí c‡Yï †µZv‡K wbæwjwLZ wP‡Îi AvUwU ¯—i AwZµg
K‡i cY¨ µq Ki‡Z nq| mvaviYZ bZzb cY¨ n‡j mKj ¯Í‡iB AwZµg Ki‡Z nh| Z‡e iywUb c‡Yï
†¶‡Î `yB GKwU ¯—i AwZµg bv Ki‡jI nq| mvaviYZ GKwU bZzb ai‡bi cY¨ A_ev cÖwZôv‡bi cÖ_g
µq wkí c‡Yï Rb¨ †h mKj ¯Íi AwZµg Ki‡Z nq Zv wb‡æ Av‡jvPbv Kiv n‡jvt
mgm¨v cÖ‡qvR‡bi cY¨gvb mieivnKvix
kbv³KiY eY©bv wbw`©óKiY AbymÜvb
cÖ¯—ve AvnŸvb mieivnKvix AW©vi i“wUb Kvh©m¤úv`b

wbe©vPb wbw`©óKiY ch©v‡jvPbv
wPÎ t wkí c‡Yï µq cÖwµqvi ¯Íimg~n|

Source: Kotler & Armstrong, Principles of Marketing, 10th Edition, 2005, P.224.
1| mgm¨v kbv³KiY (Problem Recognition)t cÖwZôvb hLb †Kvb mgm¨v ev cÖ‰qvRb Abyfe K‡i,
hv cY¨ ev †mevi µ‡qi gva¨‡g †gUv‡bv hvq, ZLb †_‡KB wkí c‡Yï µq cÖwµqv Aviv¤¢ nq| wewfbœ fv‡e
GB mgm¨v kbv³ Kiv hvq| †Kv¤úvwb †Kvb bZzb cY¨ Drcv`‡bi Rb¨ wm×všÍ wb‡jv GLb GB bZzb c‡Yï
Rb¨ Zv‡ì wewfbœ ai‡bi KuvPvgvj †gwks hš¿cvwZ BZ¨vwì cÖ‡qvRb n‡Z cv‡i| Avevi eZ©gvb cY¨wU‡K
Dbœq‡bi wm×vš— n‡j wfbœ ai‡bi wKQy wel‡qi cÖ‡qvRb n‡Z cv‡i| cÖwZ‡hvMx‡ì mv‡_ evRv‡i wU‡K
_vKvi Rb¨ †Kv¤úvwb wewfbœ ai‡bi c‡Yï ev wel‡qi Rb¨ cÖ‡qvRb Abyfe Ki‡Z cv‡ib| AZGe
cÖwZôv‡bi Af¨š—ixb Ges evwn¨K welqmg~‡ni gva¨‡g mgm¨v wPwýZ Kiv hv‡Z cv‡i| gv‡K©wUs wbe©vnxMY
wewfbœ ai‡bi evRviRvZKiY Kjv-‡KŠkj cÖ‡qvM K‡i mgm¨v wPwýZ K‡i _v‡K| weÁvcY, weµ‡qi cÖmvi
A_ev gv‡K©wUs Kvh©µ‡gi gva¨‡g GKUv cÖwZôvb Zvi mgm¨v mbv³ mg‡Ü AewnZ n‡q _v‡K| GQvov
wewfbœ cwiw¯’wZ A‡bK mgq bZzb mgm¨v wPwýZ K‡i _v‡K| nVvr K‡i bZzb cÖhyw³ evRv‡i Avm‡Z cv‡i
A_ev nVvr K‡i cÖwZôv‡bi †Kvb †gwks bó n‡Z cv‡i A_ev kªwgK BDwbq‡bi Pv‡c wKQy cÖ‡qvRbxq welq

weweGm †cÖvMÖvg
µq Ki‡Z n‡Z cv‡i| d‡j GB mKj bvbvwea wel‡qi gva¨‡g GKUv cÖwZôv‡bi mgm¨v kbv³KiY Kiv
hvq|
2| cÖ‡qvR‡bi eY©bv (Need Description)t cÖ‡qvRb kbv³Ki‡Yi cwigvY †µZv eY©bv K‡i Ges G‡ì
êwkó¨ Ges cwigvY wba©vi‡Y AMÖmi nq| welqwU wbf©i K‡i cÖ‡qvR‡bi Av‡cw¶K ¸iy‡Z¡i Dci| GKwU
c‡Yï gvb Dbœqb A_ev c¨v‡KR cwieZ©b ìKvi Ges †gwks weKj nevi Kvi‡Y Drcv`b eÜ i‡q‡Q welq
`yBwUi `yB ai‡bi cÖvwZôvwbK ¸iyZ¡ i‡q‡Q| Avevi hw` mvaviY iywUb welq nq Z‡e GBwU mn‡RB eY©bv
Kiv hvq| wKš‘ hw` welqwU RwUj nq †mB †¶‡Î cÖwZôv‡bi wewfbœ wefv‡Mi mgš^‡qi cÖ‡qvRb n‡q Zv‡K|
A‡bK mgq cÖwZôv‡bi c‡¶ Zvi cÖ‡qvR‡bi eY©bv cÖ`vb m¤¢eci nq bv| †mB †¶‡Î AfxÁ
evRviRvZKvixMY wkí c‡Yï †µZv‡K Zvi cÖ‡qvR‡bi eY©bv cÖ`vb mnvqZv Ki‡Z cv‡i| GKRb mdj
evRvix‡K bvbvwea cÖvwZôvwbK cÖ‡qvRb Ges Zv‡ì êwkó¨ m¤^‡Ü Ávb AR©b Ki‡Z n‡e Ges †mB fv‡e
†µZv‡ì mvnvh¨ Ki‡Z n‡e|
3| cY¨ gvb wbw`©óKiY (product Specification) t cY¨ cÖ‡qvR‡bi eY©bvi ci GB ¯—‡i †µZv c‡Yï
KvwiMwi gvbwVK K‡i| KvwiMwi gvb¸‡jv Avm‡j KZK¸‡jv cÖ‡kœi DËi| cÖwZôv‡bi LiP Kgv‡bv n‡jv
cÖavb welq, gyj¨ we‡k- l‡Yi mgq †h mKj cÖ‡kœi AeZviYv Kiv nq Zv wb‡æ wP‡Î †`Lv‡bv n‡jvt
cÖkœ bs cÖkœ weeiY
01. cY¨wU cÖK…Z e¯‘MZfv‡e gyjëvb wKbv?
02. cY¨wU †_‡K cÖvß ev myweav Ges LiP AvbycvwZK wKbv?
03. cY¨wUi mKj êwkó¨ wK cÖ‡qvRbxq?
04. cY¨wU eënv‡ii Av‡iv fvj †Kvb weKí Av‡Q wKbv?
05. Gi †Kvb cÖ‡qvRbxq Ask ¯^í e¨‡q cvIqv hv‡e wKbv?
06. cÖ‡qvRbxq †Kvb DrK…ó cY¨ wK cvIqv hv‡e?
07. h_vh_ hš¿cvwZ w`‡q wK cY¨wU ˆZwi Kiv n‡q‡Q?
08. cY¨wU eënv‡ii mv‡_ Ab¨vb¨ LiP¸‡jv wK Ges KZ?
09. Ab¨ †Kvb mieivnKvix wK Kg gy‡j¨ cY¨wU w`‡Z
cvi‡e?
10. Ab¨ †KI wK Kg `v‡g cY¨wU wK‡b‡Q?
wPÎ t f¨vjy we‡køl‡Yi Rb¨ cÖkœvejx
Source: A.W. Frew, Marketing Handbook, 2nd Edition, NewYork, 1995, P-27.
f¨vjy-we‡kølY †µZv Ges we‡µZv Df‡qi Rb¨B myweavRbK| †µZviv †hgb Zv‡ì cY¨ gvb m¤ú‡K©
wbwðZ n‡Z cv‡i †Zgwb we‡µZv Zv‡ì wbqwgZ cY¨ mieivn eRv‡q ivL‡Z cv‡i| †mB Kvi‡Y cÖ‡Z¨KUv
†Kv¤úvwb Zv‡ì cY¨ gvb wbw`©óKi‡Y wewfbœ wefv‡Mi mgš^q K‡i _v‡K|
4| mieivnKvix AbymÜvb (Supplier Search)t ‡µZv GB ¯Í‡i m‡e©vËg we‡µZv ev mieivnKvix Luy‡R
†ei Kivi Rb¨ †Póv Pvjvq| wewfbœ Drm †_‡K †µZv GB mieivnKvixi AbymÜvb Ki‡Z cv‡i| †µZv
cÖ_gZ †UªW WvB‡iKUix †_‡K Zvi mieivnKvixi Z_¨ msMÖn Ki‡Z cv‡i| GLv‡b Zvi mgq Ges Li‡Pi
cwigvY Dfq Kg n‡q _v‡K| eZ©gvb B›Uvi‡b‡Ui gva¨‡g mieivnKvix AbymÜvb GKwU RbwcÖq c×wZ
wnmv‡e wPwýZ n‡”Q| GLvb †_‡K wkí c‡Yï †µZviv Zv‡ì cÖ‡qvRbxq c‡Yï mieivnKvix‡ì wewfbœ
Z_¨ msMÖn K‡i| GQvov †Uwj‡dv‡b A_ev mivmwi Ab¨vb¨ cÖwZôv‡bi mv‡_ †hvMv‡hvM K‡i mieivnKvixi
Z_¨ †bqv †h‡Z cv‡i| mvavibZ cÖPwjZ c‡Yï Rb¨ mieivnKvix AbymÜvb Kiv mnR n‡q _v‡K Z‡e
RwUj ev bZzb c‡Yï Rb¨ mieivnKvix AbymÜvb †ek e¨q eûj I mgq mv‡c¶ e¨vcvi n‡q ùvovq| †Kvb
‡Kvb †¶‡Î mieivnKvix AbymÜvb RwUjZvi m„wó K‡i _v‡K| wkí c‡Yï †µZv‡ì me©`v

mieivnKvix‡ì Drm m¤ú‡K© Ávb ivL‡Z n‡e †hb cÖ‡qvRbxq mgq †hb mn‡RB Zv‡ì mv‡_ †hvMv‡hvM
Kiv hvq|
cÖ¯—ve AvnŸvb (Proposal Solicitation)t mieivnKvix AbymÜv‡bi cieZx© KvR n‡jv mieivnKvix‡ì
wbKU †_‡K cÖ¯—ve AvnŸvb| AbymÜv‡bi mgq mieivnKvix‡ì mg‡Ü wkí c‡Yï †µZvi GKUv cÖv_wgK
aviYv Rb¥ wb‡q _v‡K| †mB fv‡e mKj mieivnKvix bq eis wKQy wbe©vwPZ mieivnKvixMY‡K AvbyôvwbK
cÖ¯—ve AvnŸv‡bi Rb¨ Avgš¿Y Kiv nq| GB mgq †Kvb †Kv¤úvwb Zv‡ì c‡Yï we¯—vwiZ weeiY,
K¨vUvjM BZ¨vw` welq wkí c‡Yï †µZvi wbKU †cÖiY K‡i A_ev eo †Kv¤úvwb¸‡jv cÖvq †¶‡ÎB Zv‡ì
weµq cÖwZwbwa †cÖiY K‡i _v‡K| weµq cÖwZwbwa cY¨ weµ‡qi wewea welq wb‡q mivmwi †µZvi wbKU
Av‡jvPbv K‡i _v‡K| RwUj I e¨qeûj c‡Yï †¶‡Î †µZv mvaviš— mieivnKvix wbKU †_‡K AvbyôvwbK
wjwLZ we¯—vwiZ cÖ¯—ve AvnŸvb K‡ib| GB ¯—‡i wkí c‡Yï we‡µZvMY‡K we‡kl Zrci _vK‡Z nq †hb
Zv‡ì Dc¯’vcbv Ges Kvh©µ‡gi gva¨‡g wkí c‡Yï †µZv‡ì g‡bv‡hvM AvKl©Y Ki‡Z cv‡i|
6| mieivnKvix wbe©vPb (Supplier Selection)t cÖ¯Íve AvnŸv‡bi cieZx© c`‡¶c n‡jv mieivnKvix
wbe©vPb| µq †K‡›`ªi m`m¨MY cÖ¯Ívemg~n ch©v‡jvPbv Ki‡e Ges †mLvb †_‡K Zviv mieivnKvix wbe©vPb
Ki‡e| mvaviYZ mieivnKvix wbe©vP‡bi †¶‡Î GKwU c¨v‡bj ˆZwi Kiv nq| mieivnKvix wbe©vP‡bi mgq
GKwU cÖwZôvb wewfbœ w`K we‡ePbv K‡i _v‡Kb| mvaviYZ mieivnKvix wbe©vP‡b wbæ wjwLZ welqmg~n
we‡ePbv Kiv nqt
c‡Yï ¸b (Quality of product)t ‡Kvb GKwU cÖwZôvb cÖwZôv‡bi gvb m¤§Z cY¨ mieivn Ki‡Z
cvi‡j Zv‡K wbe©vPb Kiv n‡q _v‡K| hw` DbœZgv‡bi cY¨ bv mieivn Ki‡Z cv‡i ZLb Ab¨
mieivnKvix‡ì we‡ePbv Kiv nq|
AfxÁZv (Experience)t wbe©vP‡bi mgq AfxÁZvi welqwU we‡ePbv Ki‡Z nq| we‡kl K‡i wKQy RwUj
c‡Yï †¶‡Î mieivnKvix cÖ_g ev‡ii gZ cY¨ mieivn Ki‡Q wKbv, Gi c~e© AfxÁZv Av‡Q wKbv? hw`
_v‡K Z‡e wK a‡bi AfxÁZv- GB¸wj we‡ePbvq Avbv DwPZ|
eëmvq kZ© (Trade term)t cY¨ µq weµq kZ© we‡ePbv Ki‡Z n‡e| †µZvi cÖvZ¨vwkZ kZ© Abyhvqx
cY¨ mieivn Ki‡Z cvi‡e wKbv? wKQy ‡µZv evwK‡Z cY¨ µq Ki‡Z Pvq, wKQy †µZv AMÖxg cY¨ †c‡Z
Pvq| †m mKj mieivnKvix †µZvi mvwe©K kZ© cyi‡Yi ¶gZv iv‡L Zv‡ì wbe©vP‡bi mgq ¸iyZ¡ †`qv nq|
my‡hvM myweav (Other facilities)t ‡µZv mieivnKvix wbKU †_‡K wewfbœ ai‡bi my‡hvM myweav cÖZ¨vkv
K‡i| †hgbt cwieniY myweav, ¸`vgRvZKiY myweav, KvwiMwi myweav, AeëüZ cY¨ †diZ myweav
BZ¨vw`| GB mKj myweav cÖ`v‡bi mieivnKvixi ¶gZv KZUzKz|
hZv_©Zv (Appropriate)t mieivnKvix cY¨ mieiv‡ni †¶‡Î h_v_© wKbv? GKRb KvV mieivnKvix
Ges GKRb †KwgK¨vj mieivnKvixi mieivn mg_© GK nq bv| d‡j mieivnKvixi h_vh_ †hvM¨Zv Av‡Q
wKbv, cY¨ mieivnKvixi h_vh_ †hvM¨Zv Av‡Q wKbv, cY¨ miiv‡ni Rb¨ †mB w`KwU wbe©vP‡bi mgq
†`L‡Z n‡e|
g~j¨ (Price)t mieivnKvix wbe©vP‡bi me‡P‡q ¸iyZ¡c~Y© Ges cÖavb welq n‡jv gyj¨| mieivnKvix AwaK
mg‡q mwVK g~‡j¨ cY¨ mieivn Ki‡Z cvi‡e wKbv? A‡bK mieivnKvix g~‡j¨ wbægv‡bi cY¨ mieivn
Ki‡Z cv‡i| d‡j g~j¨ Ges ¸bv¸b mieivnKvix wbe©vP‡bi GKwU cÖavb welq|
Ab¨vb¨ (Others)t GQvov mieivnKvix wbe©vP‡bi †¶‡Î e¨w³MZ m¤úK©, mieivnKvix AvPvi AvPiY,
mieivnKvix cÖwZôv‡bi mybvg Kv‡Ri gyj¨vqb, mieivnKvix wbqš¿Y BZ¨vw` mKj welq we‡ePbv Kiv n‡q
_v‡K| mieivnKvix wbe©vPb wkí c‡Yï †µZvi Rb¨ LyeB ¸iyZ¡c~Y© welq| µq †K›`ª Zv‡ì cÖZ¨vwkZ
mieivnKvix‡ì ¸bvejxi GKwU ZvwjKv cÖYqb Ki‡e Ges G‡ì Av‡cw¶K ¸iyZ¡ wba©viY Ki‡e|

weweGm †cÖvMÖvg
GB¸wji Av‡jv‡K Zviv mieivnKvix‡ì gyj¨vqb K‡i †hLvb †_‡K Zv‡ì cÖ‡qvR‡b GK ev GKvwaK
mieivnKvix wbe©vPb Ki‡e| A‡bK †µZv GKvwaK mieivnKvix wbe©vPb‡K ¸i“Z¡ w`‡q _v‡K| G‡Z
GKK mieivnKvix Dci wbf©ikxjZvi SuywK A‡bKvs‡k `yi Kiv hvq|
7| AW©vi iywUb wbw`©óKiY (Order Routine Specification)t mieivnKvix wbe©vPb †kl n‡j wkí
c‡Yï †µZv G ch©v‡q AW©vi iywUb wbw`©ó Ki‡e| mieivnKvix‡K PzovšÍ µq AW©vi cÖ`vb Kiv| GLv‡b
AvbyôvwbK wKQy welq we‡ePbv Ki‡Z nq| cYkZ© Ges eëmvwqK kZ©¸wj AvbyôvwbK fv‡e D‡j- L _v‡K|
c‡Yï we¯—vwiZ weeiY, we‡kl K‡i µq bxwZi cÖavb w`Kmg~n †hgb mwVK ¸b, mwVK cwigvY, mwVK
mgq, mwVK g~j¨ BZ¨vw` welq¸‡jv cwi®‹vifv‡e D‡jøL Ki‡Z n‡e| GQvov G‡Z Av‡iv wKQy welq D‡jøL
_v‡K †hgbt wba©vwiZ mieivnKvix‡K PzovšÍ AW©vi cÖ`vb, KvwiMwi gvb¸‡jvi ZvwjKv cÖYqb, cY¨ cwigvY,
†diZ cÖ`vb bxwZ, M¨vivw›U BZ¨vw`| AvRKvj †µZv A‡bK †¶‡ÎB Av”Qvw`Z digv‡qk cÖ`vb K‡i Gi
d‡j †µZvi mv‡_ Zvi GKwU `xN©‡gqv`x m¤úK© ¯’vwcZ nq| d‡j †µZv‡K evevi mieivnKvix wbe©vPb
Kivi nvZ †_‡K i¶v cv‡e| cÖ‡qvR‡bi mgq mieivnKvix †µZv‡K wba©vwiZ gy‡j¨ I k‡Z© cybtmieivn
Ki‡Z h_vh_ f~wgKv cvjb Ki‡Z cvi‡e|
8| Kvh©m¤úv`b ch©v‡jvPbv (Performance Review)t AW©vi iywUb wbw`©óKi‡bi ci †_‡K mieivnKvix
AW©vi Abyhvqx †µZv‡K cY¨ mieivn Ki‡e| GB ¯Í‡i †µZv mieivnKvixi bvbvwea Kvh©µg g~j¨vqb
Ki‡e| we‡kl K‡i AW©vi wbw`©óKi‡Y †h mKj welq D‡jøwLZ wQj Zvi mv‡_ mieivnKvixi Kvh©µg KZUv
msMwZc~Y© †mUv gyj¨vqb Ki‡e| mieivnKvixi mieivnK…Z c‡Yï ¸bMZgvb wVK Av‡Q wKbv?
mieivnKvix mgqgZ cY¨ mieivn K‡i‡Q wKbv? me©cwi iywUs AW©v‡i †h mKj kZ© wQj †mB¸wji †¶‡Î
mieivnKvixi Zvi `vq `vwqZ¡ mwVK fv‡e cvjb K‡i‡Q wKbv? GB mKj welq g~j¨vqb K‡i †µZv
mieivnKvix‡ì mv‡_ wbqwgZ eëmv Ki‡Z cv‡i, A_ev wewfbœ †jb‡`‡bi ms‡kvab K‡i eëmv Pvjv‡Z
cv‡i wKsev Zv‡K evÌ w`‡Z cv‡i| d‡j wkí c‡Yï †jb‡ìb e¨vcv‡i we‡µZv‡K me©`v †µZv mš‘wói
welqwUi Dci ‡Rvi w`‡Z n‡e| wkí c‡Yï †µZv‡ì Pvwn`vi wel‡qi Dci †Rvi w`‡q Zv‡ì Dc‡hvMx
cÖZ¨vwkZ cY¨ mieivn Ki‡Z n‡e|
cwi‡k‡l ejv hvq wkí c‡Yï µq-weµ‡qi †¶‡Î mvaviYZ D‡j- wLZ AvUwU ¯—i AwZµg Ki‡Z nq|
†QvU cÖwZôvb Ges wbqwgZ mvavib cY¨ µ‡qi mgq †µZv AwZµg K‡i bv Z‡e RwUj c‡Yï †¶‡Î mKj
¯—i AwZµg Ki‡Z nq| †Kvb †Kvb ‡¶‡Î GB avcmg~n e„w× †c‡Z cv‡i| A‡bK cÖwZôvb mieivnKvix
Kvh©µg ch©‡e¶Y A_ev mieivnKvix e¨vcv‡i Z_¨ msMÖn Ki‡Z cv‡i| cY¨ µ‡qi mgq Dc‡ii cÖ‡Z¨KUv
¯—‡ii mv‡_ wkí c‡Yï †µZv‡ì bRi ivL‡Z n‡e Ges we‡µZv‡ì h_vh_ mgš^q mvab Ki‡Z n‡e|

cvV ms‡¶c
• wkí c‡Yï †µZviv wb‡Ri Rb¨ cY¨ µq K‡i bv, cY¨ µq K‡i gyjZt cybt Drcv`‡bi Rb¨|
• wkí c‡Yï µq cÖwµqvi cÖavb ¯Íimg~n n‡jv mgm¨v mbv³KiY, cÖ‡qvR‡bi eY©bv, cY¨ gvb
wb`„óKiY, mieivnKvix AbymÜvb, cÖ¯Íve AvnŸvb, mieivnKvix wbe©vPb, AW©vi iywUs Ges djvdj
ch©‡e¶Y|
• cÖwZôv‡bi Af¨šÍixb Ges evwn¨K welqmg~‡ni gva¨‡g Ges evRviRvZKiY †KŠkj cÖ‡qvM K‡i mgm¨v
wPwýZ Kiv nq|
• cÖ‡qvR‡bi Av‡cw¶K ¸iyZ¡ we‡ePbv K‡i wewfbœ wefv‡Mi mgš^q mvab K‡i cÖ‡qvR‡bi eY©bv †`qv
nq|
• cÖwZôvb m¤úKx©Z Ges KZK¸‡jv eëmvwqK cÖ‡kœi DË‡ii gva¨‡g KvwiMwi gvb¸‡jv wba©viY Kiv
nq|
• f¨vjy we‡køl‡Yi gva¨‡g †µZviv †hgb Zv‡ì c‡Yï gvb m¤ú‡K© wbwðZ n‡Z cv‡i †Zgwb we‡µZviv
Zv‡ì wbqwgZ c‡Yï mieivn eRv‡q ivL‡Z cv‡i|
• eZ©gv‡b B›Uvi‡bU mieivnKvix AbymÜv‡bi GKwU RbwcÖq c×wZ wnmv‡e wPwýZ n‡q‡Q|
• Kvh©-m¤úv`b ch©v‡jvPbvi mgq AW©vi wbw`©óKi‡Y †h mKj welq D‡jøwLZ wQj Zvi mv‡_ mieivnKvix
Kvh©µg KZUv msMwZc~Y© †mUv gyj¨vqb Ki‡e|
• AW©vi iywUs wbw`„óKi‡Yi mgq cY¨ kZ©mg~n Ges eëmvwqK kZ©mg~n h_vh_ fv‡e D‡jøL Kiv nq|
• mieivnKvix wbe©vP‡bi †¶‡Î c‡Yï ¸b, AfxÁZv, eëmvq kZ©, my‡hvMmyweav, h_v_©Zv, g~j¨, Ab¨vb¨
welq BZ¨vw` we‡ePbvq wb‡q Avm‡Z nq|
• wkí c‡Yï †µZviv DcvR©b, cwiPvjbv, e¨vq n«vm, mvgvwRK A_ev AvBbMZ Pvwn`v †gUv‡bvi Rb¨
cY¨ µq K‡i _v‡K|
cv‡VvËi g~j¨vqb
1| wkí c‡Yï †µZviv cY¨ µq K‡i
K) e¨w³MZ cÖ‡qvR‡b M) mgv‡Ri cÖ‡qvR‡b
M) cybt Drcv`‡bi cÖ‡qvRb N) ‡KvbwUB bq
2| wkí c‡Yï µq cÖwµqv‡Z KZ¸‡jv ¯Íi i‡q‡Q
K) 8wU L) 4wU
M) 6wU N) 12wU
3| wkí c‡Yï µq cÖwµqv Aviv¤¢ nq
K) cÖ‡qvR‡bi eY©bv w`‡q L) cY¨gvb wbw`©óKi‡Yi gva¨‡g
M) mieivnKvix AbymÜvb w`‡q N) mgm¨v mbv³Ki‡Yi gva¨‡g
4| f¨vjy we‡kølY Kv‡ì Rb¨ myweav e‡q wb‡q Av‡m
K) ‡µZv‡ì Rb¨ L) we‡µZv‡ì Rb¨
M) RbM‡Yi Rb¨ N) ‡µZv Ges we‡µZv Df‡qi Rb¨
5| mieivnKvix wbe©vP‡bi Rb¨ †Kvb welq we‡ePbv Kiv nq
K) AfxÁZv L) eëmvq kZ©
M) evowZ my‡hvM myweav N) D‡jøwLZ me¸‡jv
6| wkí c‡Yï Pvwn`v Kx ai‡bi Pvwn`v
K) bgbxq L) Abgbxq
M) g~L¨ N) ‡MŠY

weweGm †cÖvMÖvg
ms‡¶wcZ cÖkœvejx
1| mvsMVwbK evRvi ej‡Z wK †ev‡Sb?
2| mvsMVwbK evRv‡ii êwkó¨mg~n Av‡jvPbv Kiyb?
3| mvsMVwbK evRv‡ii †kªYxwefvM Av‡jvPbv Kiyb|
4| mvsMVwbK †µZvi µq AvPiY wK? mvsMVwbK †µZvi AvPi‡Yi GKwU g‡Wj Dc¯’vcb Kiyb|
5| mvsMVwbK †µZvi µq AvPi‡Yi Dci cÖfve we¯—viKvix Dcv`vbmg~n eY©bv Kiyb|
6| wkí evRv‡ii †µZvi AvPiY m¤ú‡K© Av‡jvPbv Kiyb|
7| wkí c‡Yï †µZviv wK wK µq wm×všÍ MÖnY K‡ib?
8| wkí c‡Yï µq-weµq cÖwµqvq AskMÖnYKvix Kviv?
9| wkí c‡Yï †µZv‡ì Dci cÖfve we¯ÍviKvix cÖavb Dcv`vbmg~n wK?
10| wkí c‡Yï †µZviv wK fv‡e µq wm×vš— MÖnY K‡i?
11| miKvwi †µZvi AvPiY e¨vL¨v Kiyb| miKvwi µ‡q cÖfve we¯—viKvix Dcv`vbmg~n wK wK?
12| miKvwi µ‡q Kviv AskMÖnY K‡i Ges miKvwi `dZi wKfv‡e Zv‡ì µq wm×všÍ MÖnY K‡i?
13| ‡fv³v evRvi Ges mvsMVwbK evRv‡ii D‡j- L‡hvM¨ cv_©K¨mg~n eY©bv Kiyb|
iPbvg~jK cÖkœvejx
1| mvsMVwbK evRv‡ii msÁv w`b, mvsMVwbK evRv‡ii êwkó¨ I †kªYx wefvM Av‡jvPbv KiyY|
2| mvsMVwbK †µZvi AvPi‡Yi GKwU g‡Wj Dc¯’vcb Kiyb| mvsMVwbK †µZvi AvPi‡bi Dci
cÖfvewe¯viKvix Dcv`vbmg~n kbv³ Kiyb|
3| wkíxq †µZviv wK wK µq wm×všÍ MÖnY K‡i? wkí c‡Yï †¶‡Î wewfbœ ai‡bi µq cwiw¯’wZ¸‡jv eY©bv
Kiyb|
4| wkí c‡Yï †µZviv wKfv‡e µq wm×všÍ MÖnY K‡i? G‡ì Dci cÖfve we¯ÍviKvix Dcv`vb ¸‡jvi
weeiY w`b|
5| miKvwi †µZvi AvPiY e¨vLv Kiyb| miKvwi µq cÖwµqvq Kviv AskMÖnY K‡i| miKvwi µ‡q cÖfve
we¯ÍviKvix Dcv`vb mg~‡ni weeiY w`b|
DËigvjv
cv‡VvËi g~j¨vqb-1t 1(M) 2(M) 3(N) 4(M) 5(M) 6(K)
cv‡VvËi g~j¨vqb-2t 1(N) 2(K) 3(M) 4(N) 5(M) 6(K)
cv‡VvËi g~j¨vqb-3t 1(M) 2(K) 3(N) 4(L) 5(N) 6(L)

BDwbU
7
evRviRvZKiY M‡elYv I Z_¨ eë¯’v
Marketing Research and Information System
f~wgKv
evRviRvZKi‡Yi †¶‡Î mwVK mg‡q h‡_vchy³ wm×všÍ MÖn‡Y mwVK I ch©vß Z‡_ï cÖvc¨Zvi ¸iyZ¡ †_‡KB
evRviRvZKiY Z_¨ eë¯’vi aviYvwU D™¢e n‡q‡Q| eZ©gvb cÖwZ‡hvwMZvg~jK evRvi cwi‡e‡k evRvi Z_¨
GKwU Ab¨Zg evRviRvZKiY Kvh©| evRviRvZKiY Kvh©vewj myôfv‡e I `¶Zvi mv‡_ cwiPvjbvi Rb¨ †h
bxwZ wba©viY Kiv nh Zvi Rb¨ Z_¨ msMÖn Kiv GKvšÍ Acwinvh©| eëmv‡qi mdj eë¯’vcbvi g~j K_v
n‡”Q Gi fwel¨r‡K eë¯’vcbv Kiv| fwel¨r‡K eë¯’vcbv Kivi Rb¨ cÖ‡qvRb Z_¨ eë¯’vcbv| evRv‡i wK
NU‡Q, wK NU‡Z cv‡i, eZ©gvb Ges fwel¨r Pvwn`v I mieiv‡ni Ae¯’v, g~j¨ cwiw¯’wZ, cÖwZ‡hvwMZv, †fv³v
I eënvi Kvix‡ì iywP, cQ›` BZ¨vw` m¤ú‡K© Z_¨ Rvbv GKvšÍ Avek¨K| GKwU †Kv¤úwb g~jZ
eë¯’vcK‡ì Øviv cwiPvwjZ nq| eë¯’vcKMb wewfbœ mg‡q wewfbœ ai‡Yi mgm¨vi m¤§yLxb nh| GB
mgm¨vmg~n mvgvav‡bi Rb¨ Ges `ªyZ wm×všÍ MÖn‡Yi Rb¨ cÖ‡qvRbxq Z_¨ LyeB ¸iyZ¡c~Y©| ZvQvov `ªyZ
cwieZ©bkxj cwi‡ek I †Kv¤úvwbi Af¨šÍixb cwiw¯’wZi cwieZ©bkxjZvi Kvi‡Y GKwU †Kv¤úvwbi Rb¨
`¶ Z_¨ eë¯’vcbv M‡o †Zvjv LyeB Riyix| evRviRvZKiY M‡elYv n‡”Q evRviRvZKiY Z_¨ eë¯’vi
Ab¨Zg Dcv`vb| †Kv¤úvwbi evRviRvZKiY ‡cÖvMÖv‡gi mKj ¯Í‡i GB mKj nvwZqvi cwie¨vß nIqv
DwPZ|
weweGm †cÖvMÖvg
evRviRvZKiY Z_¨ eë¯’vi cÖK…wZ I c×wZ

(Nature and Process of Marketing Information System)
D‡Ïk¨

evRviRvZKiY Z_¨ eë¯’v ej‡Z wK eySvq Zv wkL‡Z cvi‡eb|
evRviRvZKiY Z_¨ eë¯’vi cÖK…wZ wbav©iY Ki‡Z cvi‡eb|
evRviRvZKiY Z_¨ eë¯’vi cÖ‡qvRbxqZv we‡kølY Ki‡Z cvi‡eb|
Z_¨ eë¯’vi wewfbœ Dcv`vb m¤ú‡K© Rvb‡Z cvi‡eb|
evRviRvZKiY Kvh©µ‡g Z_¨ Dbœqb I we‡kølY Ki‡Z cvi‡eb|
evRviRvZKiY Z_¨ eë¯’vi msÁv (Defination of Marketing Information System)

eëmv‡qi g~j welq n‡jv mwVK c~e©vbygvb| †h mKj Kvievix h_vh_ fwel¨Z gyj¨vqb Ki‡Z cv‡ib Zviv
eëmv‡q ZZ mdjZv jvf Ki‡Z cv‡ib| ZvB ejv nq eëmv‡qi mdj eë¯’vcbvi g~j K_v n‡”Q Gi
fwel¨r‡K eë¯’vcbv Kiv| fwel¨r eë¯’vcbvi Rb¨ †h welqUv me‡P‡q ¸iyZ¡c~Y© Zv n‡jv Z_¨ eë¯’vcbv|
d‡j Z_¨ eë¯’vcbvi gva¨‡gB GKwU †Kv¤úvwb Zvi fwel¨r wbwðZ Ki‡Z cvi‡e| eZ©gv‡b
cÖwZ‡hvwMZvg~jK evRv‡i cwi‡ek evRvi Z_¨ GKwU Ab¨Zg evRviRvZKiY Kvh©| mvwe©K evRviRvZKiY
Kvh©vewji mv‡_ Z_¨ eë¯’vcbv RwoZ| †fv³v, cY¨, g~j¨, cÖmvi, eÈb BZ¨vw` †gŠwjK evRviRvZKiY
welqmg~‡ni mKj ¯Í‡ii g~j wfwË n‡jv Z_¨ eë¯’vcbv|
evRviRvZKiY Z_¨ eë¯’v Ggb GKwU cÖwµqv hvi gva¨‡g GKwU †Kv¤úvwb Zvi wfZi Ges evB‡ii
cÖ‡qvRbxq mKj Z_¨ msMÖn Ki‡Z cv‡i, Z_¨ cwµqvRvZ Ki‡Z Ges msi¶‡Yi gva¨‡g eë¯’vc‡Ki
wm×vš— MÖn‡Y mnvqZv Ki‡Z cv‡i|
Aa¨vcK Philip Kotler e‡jb, A marketing information system (MIS) consists of people
equipment and procedures togather, sort, analyze, evaluate and distribute needed, timely
and accurate information to marketing decision makers.
ZvB evRviRvZKiY cwiKíbv ev¯Íevqb I wbqš¿‡bi Rb¨ evRviRvZKiY wm×všÍ MÖnYKvix †h cÖwµqvi
gva¨‡g Z_¨ msMÖn, msi¶Y, †kªYxwefvM I gyj¨vqb K‡i cwi‡ekb Kivi Rb¨ e¨w³, m¤ú` I cÖwµqvi
gva¨‡g †h AvšÍ: cÖwµqvkxj KvVv‡gv M‡o †Zv‡j Zv‡K evRviRvZKiY Z_¨ eë¯’v e‡j|
evRviRvZKiY Z_¨ eë¯’vwU wb‡gœ †`Lv‡bv n‡jv:
BDwbU mvZ c„ôv-108

evRviRvZKiY Z_¨ eë¯’v
evRviRvZKiY evRviRvZKiY
eë¯’vcK cwi‡ek
Z_¨ evRviRvZ-
cÖ‡qvRb Af¨š—ixb KiY
wba©viY Z_¨ †Mv‡q›`v
wMwi
we‡klY
- Afxó evRvi
cwiKíbv Z_¨ evRviRvZ eÈb cÖYvjx
ev¯—evqb Z_¨ we‡klY
- - KiY cÖwZ‡hvMx
msMVb eÈb M‡elYv RbmvaviY
wbqš¿b mgwóK
cwi‡ek
evRviRvZKiY wm×vš—I †hvMv‡hvM
wPÎ t evRviRvZKiY Z_¨ eë¯’v

Source: P. Kotler & G. Armstrong, Principles of Marketing, 8th Edition, Prentic-Hall, 1991, P-91.
evRviRvZKiY Z‡_ï ¸iyZ¡/ cÖ‡qvRbxqZv

(Need/Importance of Marketing Information)
GKwU †Kv¤úvwb cwiPvjbvi ‡¶‡Î eë¯’vcKMb‡K cÖwZwbqZ bvbvwea mgm¨vi gy‡LvgywL n‡Z n‡”Q|
eë¯’vcK‡ì wbKU GB mKj mgm¨v I Zvi mgvavib Ges wm×všÍ MÖn‡Y evRviRvZKiY Z_¨ eë¯’v GKwU
Ab¨Zg nvwZqvi| †Kvb †Kvb †¶‡Î eë¯’vcK‡ì GZ `ªyZ wm×všÍ MÖnY Ki‡Z nq †h ZLb
evRviRvZKiY Z_¨ eë¯’vi weKí wKQy _v‡K bv| d‡j cwieZ©bkxj cwi‡e‡k Ges cÖwZôv‡bi
cwieZ©bkxj cwiw¯’wZi Kvi‡Y cÖ‡Z¨K †Kv¤úvwbi Rb¨ evRviRvZKiY Z_¨ eë¯’v M‡o †Zvjv Avek¨K
n‡q c‡o‡Q| wb‡gœ GKUv †Kv¤úvwbi Rb¨ †Kvb †Kvb w`K †_‡K Z_¨ eë¯’v we‡kl ¸iyZ¡c~Y© Zv Av‡jvPbv
Kiv n‡jvt
i) wm×vš— MÖn‡Y mnvqZv (Helps to decision making) t wm×všÍ MÖn‡Yi Rb¨ wbev©nx‡ì mnvqZv K‡i
Z_¨ cÖevn c×wZ| c‡Yï Rxeb Pµ †_‡K Aviv¤¢ K‡i evRvi cwiPvjbvi wewfbœ ‡¶‡Î wbev©nx‡ì cÖvq
mgq `ªyZ wm×všÍ MÖnY Ki‡Z nq| A‡bK mgq h_vh_ Z‡_ï Afv‡e wbev©nxMb wm×všÍ MÖnY Ki‡Z cv‡i
bv| hvi d‡j Zv‡ì A‡bK mgq ¶wZMÖ¯Í n‡Z nq| GQvov cwieZ©xZ evRvi Pvwn`v †gvKv‡ejv Kivi Rb¨
cÖwZwbqZ evRviRvZKi‡Yi cwieZ©b mvaY Ki‡Z n‡”Q| GB cwieZ©‡bi Rb¨ cÖ‡qvRb h_vh_ Z_¨ hv
evRviRvZKiY Z_¨ eë¯’v mieivn K‡i _v‡K|
ii) evRviRvZKiY Kvh©µg m¤cÖmvi‡Y mnvqZv (Helps to increase the marketing Operations)
t evRviRvZKiY cÖwZwU Kvh©µg cwiPvwjZ nq †fv³v‡ì †K›`ª K‡i| evRv‡i cÖwZôv jvf Ki‡Z n‡j

weweGm †cÖvMÖvg
†fv³v‡ì Pvwn`v, iywP, BZ¨vw` welq¸‡jvi h_vh_ g~j¨vqb cÖ‡qvRb| wK cY¨ Drcvw`Z n‡e, KZ g~j¨
wba©viY Kiv n‡e, †Kv_vB weµq Kiv n‡e Ges c‡Yï cÖ‡gvkbvi Av‡e`b ‡Kgb n‡e GB mKj †gŠwjK
evRviRvZ Kvh©µ‡gi ev¯Íevq‡bi c~‡e© kZ© n‡jv †fv³v‡ì eZ©gvb (Current data) Z_¨| †fv³‡ì
mvwe©K Z_¨ cvIqvi †¶‡Î evRviRvZKiY Z_¨ eë¯’vi weKí Ab¨ wKQy Avi bvB|
iii) m¤ú‡ì m‡e©v”P eënvi (Proper utilization of resources) t Drcv`‡bi †¶‡Î m¤ú‡ì cwigvb
mxwgZ| KvuPvgvj, Rvjvbx, `¶ Rbkw³ BZ¨vwì ¯^íZvi Kvi‡Y Drcv`b LiP w`b w`b e„w× cv‡”Q| d‡j
†Kv¤úvwb¸‡jv‡K Av‡iv `¶Zvi mv‡_ Zv‡ì m¤ú` I †jvKej eënvi Ki‡Z n‡”Q| c‡Yï ¯^íZvi Kvi‡Y
†h †Kvb cY¨ Drcv`b I Zvi e¨cK evRvi cix¶vi gZ Avi AeKvk bvB| †Kv¤úvwb‡K Aek¨B Rvb‡Z
n‡e †Kvb& cY¨wU Ges evRviwU Zvi Rb¨ jvfRbK Ges †Kvb&wU ev` w`‡Z n‡e| GB cÖwµqvi Ae¨vnZ
ivLvi Rb¨ cÖ‡qvRb cÖwZôv‡bi `¶ evRviRvZKiY Z_¨ eë¯’v|
iv) ‡µZvi mš‘wó weavb (Provide customer satisfaction) t eZ©gv‡b †µZv‡ì wbqwgZ †µZv
wnmv‡e avi ivLvi cÖwZ‡hvwMZv Pj‡Q| ZvB †µZv‡ì wbKU cY¨ Dc¯’vcbvB eo K_v bq eis cY¨
eënv‡ii ci †µZv‡ì BwZevPK g‡bvfve ˆZwi Kiv n‡jv cÖavb j¶| KL‡bv KL‡bv Am¤ú~Y© Z‡_ï
Kvi‡Y †µZv Am‡š—vl e„w× cv‡”Q| †Kv_vB mgm¨v i‡q‡Q †mB welqwU we‡køl‡Yi cÖ‡qvRb| c‡Yï gvb
fvj n‡jI n‡e bv, hw` weµqKgx©i AvPiY †bwZevPK nq Z‡e cY¨ weµ‡qi Dci cÖfve co‡e| GB fv‡e
wewfbœ Pj‡Ki gva¨‡g †fv³v Am‡š—vl e„w× ‡c‡Z cv‡i| †µZv‡ì Pvwn`v Abyhvqx cY¨ mieiv‡ni Rb¨
cÖ‡qvRb `¶ Z_¨ eë¯’v|
Vi) Z_¨ cÖhyw³i DbœwZ (Development of information technology) t eZ©gv‡b Kw¤úDUv‡ii
myev‡` Z_¨ eë¯’vcbv A‡bK mnR n‡q †M‡Q| eZ©gvb hyM‡K Z_¨ I cÖhyw³i hyM ejv nq| GLb Lye
mn‡RB Z_¨ msMÖn I msi¶Y Kiv hvq| AwZ Aí mg‡q c„w_exi †h †Kvb cÖvh©v‡qi Z_¨ msMÖn Kiv hv‡”Q|
GB cÖhyw³i hy‡M wb‡Ri Aw¯ÍZ¡ a‡i ivLv Ges Zvi Dbœq‡bi Rb¨ evRvi Z_¨ eënvi bv Kivi †Kvb Dcvq
bvB|
Z_¨ eë¯’vcbvi A‡bK ¸iyZ¡ _vKv m‡Z¡I A‡bK †Kv¤úvwb G e¨vcv‡i D`vmxb| A‡bK cÖwZôv‡bi Z_¨
eë¯’vi †Kvb wefvM †bB| Avevi A‡b‡K GUv‡K e¨q eûj g‡b K‡i| Z_vwc Gi ¸iyZ¡ Acwimxg| wb‡gœ
wP‡Î Gi ¸iyZ¡ eY©bv Kiv n‡jv|
cÖwZ‡hvwMZv g~jK ¶gZv AR©‡bi Kvh© m¤úv`b cwigv‡ci
Avw_©K I mybv‡gi SuywK n«vm `¶ Z_¨ KvwiMwi K…wZZ¡ Dbœq‡bi

eë¯’v
‡fv³vi g‡bvfve wba©vi‡Yi evRviRvZ- wm×v‡š—i Rb¨ Dcv‡Ëi
Kvix‡K
my‡hvM K‡i
cwi‡ek g~j¨vq‡Yi Abygvb hvPvB‡qi
†`B
‡KŠkjmg~‡ni mgš^‡qi Kvh©KvwiZv Dbœq‡bi
wPÎ t Z_¨ eë¯’vcbvi myweav

Z_¨ eë¯’vi cÖwµqv ev c×wZ (Marketing Information System)

Avgiv wPÎ bs--------‡Z evRviRvZKiY Z_¨ eë¯’vi cÖwµqv mg‡Ü eyS‡Z Ges we‡kølY Ki‡Z cvwi|
evRviRvZKiY Z_¨ eë¯’v n‡”Q ci¯úi wµqvkxj, Pjgvb, fwel¨ZgyLx cÖvwZôvwbK welq Ges c×wZMZ
KvVv‡gv hvi D‡Ïk¨ n‡”Q †Kv¤úvwbi evRviRvZKiY Kg©mywP‡Z wm×všÍ MÖn‡Yi Rb¨ GKwU Z_¨ cÖevn m„wó,
aviY I cÖwµqvRvZKiY| GB eë¯’vwU cÖavbZ evRviRvZKiY eë¯’vc‡Ki mv‡_ RwoZ| GB Z_¨ eë¯’v
eë¯’vcK‡K wewfbœ mg‡q wewfbœ Z_¨ cÖ`vb K‡i _v‡K| GB Z‡_ï Dci wfwË K‡i eë¯’vcKMb wm×všÍ
wb‡q _v‡Kb| GB KvVv‡gvwU we‡kølY Ki‡j evRviRvZKiY Z_¨ eë¯’vi wbgœ wLwLZ wKQy ¸iyZ¡c~Y© Dcv`vb
‡`L‡Z cvB|
1| Z‡_ï cÖ‡qvRb wbav©iY (Determination of information need) t cÖ_‡g wbav©iY Ki‡Z n‡e
eë¯’vcKMb wK Z_¨ †c‡Z Pvq Ges wKfv‡e Zv †c‡Z Pvq| mvaviY Z_¨ Ges †Mvcbxq Z‡_ï
cÖ‡qvRbxqZv g¨v‡bRvi‡ì wbKU wfbœZ¡i n‡q Zv‡K| mvaviY Z_¨ †h †Kvb fv‡e eë¯’vc‡Ki wbKU
Dc¯’vcbv Kiv hvq| wKš‘ †Mvcbxq Z_¨ g¨v‡bRviMb mZ©KZvi mv‡_ msMÖn I we‡kølY K‡i _v‡Kb| GQvov
Z‡_ï MÖnY‡hvM¨Zvi GKUv welq i‡q‡Q| A‡bK mgq Am¤ú~Y© Z_¨ GKRb eë¯’vcK‡K wec‡ì g‡a¨
†dj‡Z cv‡i| †mB Kvi‡Y eë¯’vcKMb c~Y©v½ Z_¨ ‡c‡Z Pvq| A‡bK mgq cÖ‡qvR‡bi AwZwi³ Z_¨
eë¯’vcK‡K wec‡` †dj‡Z cv‡i| AwZwi³ Z_¨ wm×všÍ MÖn‡Yi †¶‡Î eë¯’vcK‡K weeªZ Ae¯’vq †dj‡Z
cv‡i| mv¶vrKvi cÖwµqvi gva¨‡g Rvb‡Z cv‡i g¨v‡bRvi wK Z_¨ †c‡Z Pvq| GB cÖwµqvq †h mKj cÖkœ
wRÁvmv Kiv †h‡Z cv‡i Zvi GKwU ZvwjKv wb‡gœi wP‡Î †Ìqv n‡jv|
Z_¨ cÖ‡qvRb wbav©i‡Yi cÖkœvejx

i) Avcbv‡K wbqwgZfv‡e Kx ai‡Yi wm×všÍ MÖnY Ki‡Z nq?
ii) GB mKj wm×v‡š—i Rb¨ Avcbvi Kx ai‡Yi Z_¨ cÖ‡qvRb?
iii) Kx ai‡Yi Z_¨ Avcwb wbqwgZ †c‡q _v‡Kb?
iv) Kx ai‡Yi we‡kl M‡elYv Avcbvi cÖ‡qvRb?
v) GLb cv‡”Qb bv A_P †c‡Z Pvb Ggb Z_¨¸wj Kx ai‡Yi?
vi) Avcwb ˆ`wbK, gvwmK, evrmwiK Kx Z_¨ †c‡Z Pvb?
vii) ‡Kvb& †Kvb& mvgwqKx, eëmv wi‡cvU wbqwgZfv‡e †`L‡Z Pvb?
viii) ‡Kvb wbw`©ó wel‡q Avcwb wbhwgZfv‡e AeMZ n‡Z Pvb?
ix) DcvË we‡køl‡Yi †Kvb& c×wZ Avcwb cQ›` K‡ib?
x) evRviRvZKiY Z_¨ eë¯’vi eZ©gvb nvj‡K DbœZ K‡i Ggb PviwU mycvwik
Ki‡eb Kx?
wPÎ t evRviRvZKiY Z_¨ cÖ‡qvRb wbav©iY
Source: P. Kotler & G. Armstrong, Principles of Marketing, Prentice Hall, 1991, P-92
2| Z_¨ Dbœqb (Developing Information) t GKwU †Kv¤úvwbi evRviRvZKiY eë¯’vcK Zvi Z‡_ï
cÖ‡qvRb hw` wba©viY Ki‡Z cv‡ib Zvici †h welqUv wZwb we‡ePbv K‡ib Zv n‡jv wKfv‡eá Zvi
cÖ‡qvRbxq Z_¨ †c‡Z cv‡i| evRviRvZKiY eë¯’vc‡Ki cÖ‡qvRbxq Z_¨ wbgœ wjwLZ wZb fv‡e cvIqv
†h‡Z cv‡i|
i) Af¨šÍixY bw_ (Internal record) t GKwU †Kv¤úvwbi Af¨šÍ‡i wewfbœ wel‡qi Dci wewfbœ bw_
_v‡K| †ewkifvM eë¯’vcK wbqwgZfv‡e Af¨šÍixbfv‡e bw_fy³ Z_¨ Ges wi‡c©vU eënvi K‡i _v‡K|
†Kv¤úvwbi wnmve wefvM Avw_©K weeibx ˆZwi K‡i _v‡K| A_© msµvšÍ wm×v‡šÍi Rb¨ eë¯’vcK †Kv¤úvwbi
Avw_©K weeiYx we‡kølY K‡i _v‡Kb| †µZv ev †mev wefvM †µZvi mš‘wó Ges †mev mgm¨vi e¨vc‡i

weweGm †cÖvMÖvg
wi‡c©vU K‡i _v‡K| GB wefvM‡i †fv³v M‡elYvi Z_¨ Øviv †Kv¤úvwbi A‡bK wefvM DcK…Z n‡q _v‡K|
GB Z_¨ b~b¨Zg Li‡P msMÖn Kiv hvq Ges RwUjZvi cwigvb Kg n‡q _v‡K| Z‡e GB Z_¨ wKQy mgm¨vi
m„wó Ki‡Z cv‡i| wewfbœ wefvM Zv‡ì cÖ‡qvRb Ges `„wófw½‡Z Z_¨ msMÖn K‡i _v‡Kb| d‡j wewfbœ
wefv‡Mi Z_¨ mgš^q A‡bK mgq eë¯’vc‡Ki m¤¢eci nq bv|
ii) evRviRvZKiY †Mv‡q›`vwMwi (Marketing Intelligence) t evRviRvZKiY eë¯’vcK
evRviRvZKib †Mv‡q›`vwMwii gva¨‡g Z_¨ msMÖn Ki‡Z cv‡i| G‡ì cÖavb KvR n‡”Q evRviRvZKiY
msev` msMÖn| evRviRvZKiY msev` n‡”Q evRviRvZKiY cwi‡e‡k cwieZ©‡bi cÖvZvwnK Z_¨ hv
eë¯’vcK‡K evRviRvZKiY cwiKíbv cÖYqb I mgš^‡q mvnvh¨ K‡i| evRviRvZKiY msev` wewfbœ m~Î
†_‡K msMÖn Kiv †h‡Z cv‡i| †Kv¤úvwbi wbR¯^ e¨w³eM©, wbev©nx, cÖ‡KŠkjx, weÁvbx, µq G‡R›U Ges
weµqKgx©‡ì KvQ †_‡K msev` msMÖn Kiv †h‡Z cv‡i| †ckv`vix I A‡ckv`vix `yB fv‡eB †Mv‡q›`vwMwi
n‡Z cv‡i| †Kv¤úvwb A‡bK mgq †ckv`vi Z_¨ mieivnKvix‡ì wbKU †_‡K Z_¨ wK‡b _v‡K| A‡bK
mgq A‡ckv`vix ms¯’v A_ev AKvVv‡gvMZ fv‡e Z_¨ msMÖn Ki‡Z cv‡i| †Mv‡q›`vwMwi `yB w`K †_‡KB
n‡Z cv‡i| †Mv‡q›`vwMwii gva¨‡g Ab¨ cÖwZôv‡bi Z_¨, msev`, NUbv BZ¨vw` †hgb msMÖn Kiv hvq †Zgwb
wb‡R‡ì cÖwZôv‡bi Z_¨ Ab¨ †Kv¤úvwbi wbKU cvPvi nIqvi m¤¢vebv _v‡K| †Kvb †Kvb †Kv¤úvwbi wbR¯^
msev` `ßi _v‡K| GB `ßi cÖZ¨vwnK evRviRvZKiY msev` msMÖn K‡i †Kv¤úvwbi wewfbœ `ß‡i weZiY
K‡i|
iii) evRviRvZKib M‡elYv (Marketing reseach) t evRviRvZKiY eë¯’vcK Af¨šÍixY bw_ Ges
msev` eë¯’vi Z_¨ w`‡q Zvi mvwe©K Kvh©µg cwiPvwjZ Ki‡Z cv‡ib bv| gv‡S gv‡S Zv‡ì‡K †Kvb
¸iyZ¡c~Y© welq, we‡kl mgm¨v mgvav‡Yi Rb¨ M‡elYv Kvh©µg cwiPvjbv Ki‡Z nq| †Kv¤úvwbi
eë¯’vcK‡K Z_¨ mieivn Kivi Ab¨ GKwU gva¨g n‡jv evRviRvZKiY M‡elYv| D`nviYmiƒc ejv hvq,
GKUv †Kv¤úvwbi c‡Yï weµq µgvMZfv‡e K‡g hv‡”Q| d‡j Gi cÖK…Z KviY AbymÜv‡bi Rb¨ evRvi
M‡elYv Kiv †h‡Z cv‡i|
D‡jøwLZ wZbwU Dcv‡q Z_¨ msMÖ‡ni ci evRviRvZKiY Z_¨ eë¯’vq Av‡iv wKQy KvR Ki‡Z nq †hgbt
K) Z_¨ we‡kølY (Information analysis) t wewfbœ Drm Ges cÖwµqvi gva¨‡g Z_¨ msMÖn Kivi
ci GB¸wj wb‡q we‡kølY Ki‡Z n‡e| †h¸wj AcÖ‡qvRbxq Ges hv‡ì †Kvb MÖnY‡hvM¨Zv ‡bB
†mB mKj Z_¨ ev` w`‡Z n‡e| G‡Z Z_¨ fvi Kg nq Ges evRviRvZKiY Z_¨ MwZkxj nq|
L) Z_¨ eÈb (Information distribution) t mwVK Z_¨ msMÖn Ges we‡køl‡Yi ci Z_¨wU
h_vh_ ¯’v‡b †cuŠ‡Q w`‡Z n‡e| hw` GBwU weµq msµvš— nq Z‡e weµq eë¯’vcK‡K, hw`
wnmve msµvš— nq Z‡e wnmve cwiPvj‡Ki wbKU †cŠ‡P w`‡Z n‡e| GB fv‡e wewfbœ Z_¨‡K
Zv‡ì mwVK Dr†m eÈb Ki‡Z n‡e|
evRviRvZKiY Z_¨ eë¯’vi mv‡_ evRviRvZKiY M‡elYvi m¤úK©

(Relationship of Marketing Information Systems and Marketing Research)
A‡b‡K evRviRvZKiY M‡elYv Ges Z_¨ eë¯’vi mv‡_ †Kvb cÖKvi m¤úK© wbY©q Ki‡Z Pvb bv| Zviv g‡b
K‡ib `yBwU Avm‡j Z_¨ msMÖn cÖwµqv Ges G‡ì g‡a¨ g~jZ: †Kvb cv_©K¨ †bB| Avevi A‡b‡KB g‡b
K‡ib GB `yB m¤ú~Y© c„_K `yBwU welq| Avevi A‡b‡KB g‡b K‡ib evRviRvZKiY M‡elYv n‡jv
evRviRvZKiY Z_¨ eë¯’vi GKwU Ask| †hLv‡b evRviRvZKiY Z_¨ eë¯’v _v‡K bv †mLv‡b
evRviRvZKiY M‡elYv mvwe©K Z_¨ msMÖ‡ni KvR K‡i _v‡K| wb‡gœ G‡ì g‡‡a¨ wKQy †gŠwjK cv_©K¨
†`Lv‡bv n‡jv|

evRviRvZKiY M‡elYv evRviRvZKiY Z_¨ eë¯’v

i) evwn¨K Z‡_ï Dci †ewk †Rvi †`q| i) Af¨šÍixb I evwn¨K Df‡qi Dci †Rvi
ii) mywbw`©ó mgm¨v wb‡q KvR K‡i| †`q
iii) wew¶ß fv‡e KvR K‡i| ii) ‡h †Kvb welq wb‡q KvR K‡i|
iv) mbvZb Z‡_ï cÖwZ †SvK †ewk| iii) wbiwewQbœfv‡e c×wZ wnmv‡e KvR K‡i|
v) cÖavbZ: Kw¤úDUvi wfwËK bq| iv) fwel¨Z Z‡_ï cÖwZ †SvuK †ewk|
vi) GKwU welq wb‡q KvR K‡i| v) g~jZ: Kw¤úDUvi wfwËK
vii) G‡ì Z_¨ wefvM †bB| vi) GKvwaK welq wb‡q KvR K‡i|
vii) G‡ì M‡elYv wefvM _v‡K|
cvV ms‡¶c
• evRviRvZKiY Z_¨ eë¯’v n‡”Q e¨w³ hš¿ I c×wZi mgš^‡q MwVZ GKwU eë¯’v hv evRviRvZKiY
wm×vš— MÖnYKvix‡ì Rb¨ cÖ‡qvRbxq A_© Ges hZv_©- Z_¨ GKwÎKiY, hvPvB, we‡k- lY gyj¨vqb Ges
weZiY K‡i|
• wewfbœ ¯’v‡b Ae¯’vbiZ †µZv I †fv³v‡ì Pvwn`v, AvPvi AvPiY, g‡bvfve BZ¨vw` we‡k- lY K‡iB
evRviRvZKY Kvh©vewj m¤úv`b Ki‡Z nq| GLv‡b evRvi Z_¨ eë¯’v LyeB ¸iyZ¡c~Y©|
• m¤ú‡ì myóz eënv‡ii gva¨‡g GKwU †Kv¤úvwbi †¶‡Î †Kvb we‡kl cY¨wU jvfRbK n‡e, †Kvb cY¨wU
DrLvZ Ki‡Z n‡e BZ¨vw` Z_¨ AeMZ nIqvi Rb¨ evRviRvZKiY Z_¨ eë¯’v cÖ‡qvRb|
• evRvi Z_¨ Øviv †µZv‡ì mš‘wU, Amš‘wUi KviY Ges cwigvb wbav©iY Kiv hvq| AZ:ci †µZv‡ì
cÖZ¨vkvi mv‡_ mvgÁm¨c~Y© cY¨ Drcv`b I evRviRvZKiv nq|
• eZ©gvb hyM‡K Z_¨ Ges cÖhy³i hyM ejv nq| GB Z_¨ I cÖhy³i hy‡M wb‡Ri Aw¯—Z¡ a‡i ivLv Ges
Zvi Dbœq‡bi Rb¨ evRvi Z_¨ eënvi bv K‡i †Kvb Dcvq †bB|
• evRvi Z_¨ eë¯’vwU gyjZ eë¯’vc‡Ki mv‡_ RwoZ| GB Z_¨ eë¯’v eë¯’vcK‡K wewfbœ mg‡q wewfbœ
Z_¨ mieivn K‡i _v‡K| GB Z‡_ï Dci wfwË K‡i eë¯’vcKMb wm×všÍ wb‡q _v‡Kb|
• ‡h‡nZz evRviRvZKiY Z_¨ eë¯’v g¨v‡bRv‡ii mv‡_ RwoZ †m‡nZz Rvb‡Z n‡e g¨v‡bRvi wK Z_¨
†c‡Z Pvq Ges wKfv‡e ‡c‡Z Pvq| Bnv mv¶rKvi cÖwµqvi gva¨‡g Rvbv †h‡Z cv‡i|
• GKwU †Kv¤úvwbi Af¨šÍ‡i wewfbœ wel‡qi Dci wewfbœ bw_ _v‡K| AwaKvsk eë¯’vcKMY Zv‡ì
wm×všÍ MÖn‡Y Af¨šÍixb bw_f~³ Z_¨ Ges wi‡cv©U eënvi K‡i _v‡K|
• evRviRvZKiY †Mv‡q›`vwMwii mvnv‡h¨ cwi‡e‡ki cwieZ©‡bi djkÖywZ‡Z cÖvZ¨wnK †h Z‡_ï m„wó nq
†m¸‡jv msMÖn K‡i eë¯’vcK Zvi wm×všÍ MÖnY Ki‡Z cv‡i|
• wewfbœ cÖwµqvq Z_¨ msMÖn Kivi ci †mB Z_¨¸‡jv‡K we‡k- lY Ki‡Z n‡e| Z_¨ we‡k- l‡Yi ci
Z_¨¸‡jv‡K eë¯’vcK‡ì gv‡S eÈb Ki‡Z n‡e|
• evRviRvZKiY Z_¨ eë¯’vi KvR n‡”Q evRviRvZKiY cwi‡e‡ki cwieZ©‡bi cÖwZ Kov `„wó ivLv Ges
wm×všÍ MÖnYKvix‡ì cÖavb cÖavb evRviRvZKiY wm×všÍ MÖn‡Yi Rb¨ cÖ‡qvRbxq Z_¨ mieivn Kiv|

weweGm †cÖvMÖvg
cv‡VvËi g~j¨vqb
mwVK DË‡ii cv‡k wUK () w`b|
1| evRviRvZKiY Z_¨ eë¯’vq Z_¨ Kvh©µg n‡jv
K) Z_¨ msMÖn L) Z_¨ cÖwµqvRvZKiY
M) Z_¨ msi¶Y N) Dc‡ii me¸‡jv|
2| evRviRvZKiY Z_¨ eë¯’v n‡”Q GKwU
K) Pjgvb cÖwµqv L) w¯’i cÖwµqv
M) GKK wµqvkxj cÖwµqv N) ‡KvbwUB bq|
3| †Kvb&wU Z_¨ Dbœq‡bi Ask
K) Af¨š—ixb bw_ L) my‡hvM we‡kølY
M) cwi‡ek we‡kølY N) ‡KvbwUB bq
4| †KvbwU evRviRvZKiY eë¯’vc‡Ki Kvh©µ‡gi Ask bq
K) we‡kølY L) cwiKíbv
M) Drcv`b N) wbqš¿b
5| evRviRvZKiY eë¯’vcbvi g~j K_v n‡jv
K) ‡hvMv‡bi eë¯’vcbv L) fwel¨r†K eë¯’vcbv
M) cY¨ eë¯’vcbv N) Dc‡ii me¸‡jv|
6| c‡Yï Rxeb Pµ µgk n«vm n‡”Q d‡j †Kv¤úvwb Zv‡ì bZzb cY¨ Dbœqb cÖwµqv
K) RwUj Ki‡Q L) `ªyZZi Ki‡Q
M) ewa©Z Ki‡Q N) ‡KvbwUB bq

evRviRvZKiY M‡elYv
(Marketing Research)
D‡Ïk¨

evRviRvZKiY M‡elYv wK Zv Rvb‡Z cvi‡eb|
evRviRvZKiY M‡elYvi ¸iyZ¡ I cÖ‡qvRbxqZv m¤ú‡K© Ávb jvf Ki‡Z cvi‡eb|
evRviRvZKiY M‡elYvi wKQy mgm¨v wPwýZ Ki‡Z cvi‡eb|
evRviRvZKi‡Yi cwiwa A_ev AvIZvi mxgv‡iLv wbY©q Ki‡Z cvi‡eb|
evRviRvZKiY M‡elYv (Marketing Research)

M‡elYv welqwU n‡jv ‡Kvb welq ev mgm¨vi mywbw`©ó Ges D‡Ïk¨g~jK AbymÜvb hvi gva¨‡g cÖvmw½K Ges
KvswLZ welqwU Avwe¯‹vi Kiv hvq| evRviRvZKi‡Yi †¶‡Î me©`v bvbvwea cwieZ©b †`Lv hv‡”Q hv myó
evRviRvZKiY Kvh©µg‡K e¨nZ Ki‡Q| d‡j G‡ì †gvKv‡ejv Kivi Rb¨ cÖ‡qvRb n‡”Q evRviRvZKiY
M‡elvYvi| evRviRvZKiY m¤úwK©Z cY¨ `ªe¨vw` I †mevmg~‡ni ch©vqµwgK Z_¨ msMÖn msi¶Y I
we‡k- lY‡KB evRviRvZKiY M‡elYv e‡j| Philip Kotler Gi g‡Z Marketing research is the
systmatic design, collection, analysis and reporting of data relevant to specific marketing
solution facing the organization. evRviRvZKiY M‡elYv n‡jv Ggb GKwU KvR hv evRviRvZKvixi
mv‡_ †fv³v, †µZv Ges RbmvaviY‡K Z‡_ï eÜ‡b Ae× K‡i| Z_¨v¸‡jv evRviRvZKiY my‡hvM I
m¤¢ebv wPwýZ K‡i hvi mvnvh¨ evRviRvZKiY Kvh©µg Pvjbv, ms‡kvaY I g~j¨vqY Kiv nq|
evRviRvZKiY msµvšÍ mgm¨v mgvav‡b êÁvwbK c×wZi cÖ‡qvM Kiv‡K evRviRvZKiY M‡elYv e‡j|
GB M‡elYv †Kvb evRviRvZKiY Bmy‡K mgvavY Kivi Rb¨ cÖ‡qvRbxq Z‡_ï ZvwjKv wbw`©ó K‡i, Z_¨
msMÖ‡ni c×wZ wVK K‡i, DcvË msMÖn cÖwµqv eë¯’vcbv I ev¯Íevqb K‡i, djvdj we‡kølY K‡i Ges Gi
welqe¯‘ eë¯’vcbv‡K mieivn K‡i| AvRKvj cÖvq cÖwZwU eo cÖwZôv‡b wbR¯^ evRviRvZKiY M‡elYv
wefvM †`Lv hvq| hv‡ì GB M‡elYv wefvM †bB Zviv evB‡ii M‡elK‡ì †mev eënvi Ki‡Z cv‡i|
A‡b‡KB GUv LyeB e¨qeûj g‡b K‡i _v‡K| Z‡e wewfbœ †KŠkj Aej¤^b K‡i Gi e¨q Kgv‡bv hvq| †gvU
K_v eZ©gvb cÖwZ‡hvwMZvg~jK evRvi eë¯’vq wU‡K _vKvi Rb¨ evRviRvZKiY M‡elYv GKwU cÖavb
nvwZqvi wnmv‡e KvR Ki‡Q|
evRviRvZKiY M‡elYvi ¸iyZ¡ ev cÖ‡qvRbxqZv

(Importance/ Necessity of Marketing Research)
eë¯’vcK‡ì mgm¨v mgvavb I wm×všÍ MÖn‡Y evRviRvZKiY Z_¨ eë¯’v GKwU Ab¨Zg nvwZqvi|
M‡elYvi gva¨‡gB †Kvb †Kv¤úvwbi fwel¨Z wbwðZ Kiv m¤¢e| eZ©gv‡b cÖwZwU †Kv¤úvwb‡K fwel¨ZgyLx
n‡Z n‡e| Gi A_© n‡”Q Zv‡ì‡K fwel¨‡Zi cwieZ©b AvuP Ki‡Z n‡e, cwieZ©‡bi MwZ I ZxeªZv
c~e©vbygvb Ki‡Z n‡e, GB mKj cwieZ©‡bi mv‡_ mgš^q Ki‡Z n‡e| GB mKj KvR Kivi Rb¨ cÖ‡qvRb
evRviRvZKiY M‡elYv| evRv‡ii cÖavb PjK n‡jv †fv³v| ejv n‡q _v‡K †fv³vivB ivRv| ZvB
†fv³v‡ì mš‘wó weav‡Yi Rb¨ evRviRvZKiY M‡elYvi weKí Ab¨ wKQy bvB| evRviRvZKiY M‡lYvi
gva¨‡g wewfbœ c¶ wKfv‡e DcK…Z nq Zv wb‡gœ Av‡jvPbv Kiv n‡jv|

weweGm †cÖvMÖvg
1| eë¯’vc‡Ki wbKU (For Management) t eZ©gvb evRvi eë¯’vcbv n‡jv Z_¨ eë¯’vcbv|
eë¯’vcKMb Zv‡ì Kvh©µg cwiPvjbvi Rb¨ cÖavbZ M‡elYvi DciB wbf©i Ki‡Q| evRviRvZKiY
M‡elYv eë¯’vcK‡ì wbgœ wjwLZ Kvh©µg‡K h_vh_fv‡e mnvqZv cÖ`vb K‡i _v‡K|
K) wm×všÍ MÖnY (The decision) t evRviRvZKiY Kvh©µg cwiPjvbvi †¶‡Î evRviRvZKiY
eë¯’vcK‡K bvbv ai‡Yi wm×všÍ MÖnY Ki‡Z nq| GB mKj wm×v‡šÍi Rb¨ cÖ‡qvRb h_vh_ evRvi
Z_¨ hv eë¯’vcKMb M‡elYvi gva¨‡g msMÖn K‡i _v‡K|
L) mgm¨v mgvavY (Solve the problems) t ‡Kvb RwUj Ges mywbw`©ó mgm¨vi †¶‡Î eë¯’vcK
M‡elYv‡K nvwZqvi wnmv‡e eënvi K‡i _v‡K| †Kvb wel‡qi mgvavb w`‡Z n‡j †mB wel‡qi cÖK…Z
iyc †KvbwU ‡mUv evwni Kiv cÖ‡qvRb| M‡elYv mgm¨vi h_vh_ KviY AbymÜvb K‡i mgm¨vi mgvavY
K‡i _v‡K|
M) Af¨šÍixb eë¯’vcbv (Internal management) t evRviRvZKiY M‡elYvi †fv³v, Kg©KZ©v,
Kg©Pvix mevi †¶‡Î cÖ‡qvM Kiv n‡q _v‡K| cÖwZôv‡bi Kg©PvixMb‡K `¶ fv‡e M‡o †Zvjvi Rb¨
GB M‡elYv †_‡K w`K wb‡`©kbv cvIqv hvq hv Af¨š—ixb eë¯’vcbv‡K kw³kvjx K‡i|
N) evwn¨K eë¯’vcbv (External management) t GB M‡elYv hviv eÈ‡bi AskMÖnYKvix i‡q‡Qb
†hgb, cvBKvwi, LyPiv Kvievix, G‡R›U G‡ì †¶‡Î cÖ‡qvM Kiv n‡q _v‡K| eÈ‡bi
AskMÖnYKvix‡‡ì h_vh_ fv‡e cwiPvjbvi Rb¨ GB M‡elYv †_‡K w`K wb‡`©kYv cvIqv hvq hv
evwn¨K eë¯’vcbv‡K kw³kvjx K‡i|
2) eëmv cÖwZôv‡bi †¶‡Î (For business organization) t evRviRvZKiY M‡elYv Øviv GKwU
eëmv cÖwZôvb wKfv‡e DcK…Z n‡”Q Zv wb‡gœ Av‡jvPbv Kiv n‡jvt
K) ‡µZv‡ì Pvwn`v Abyhvqx cY¨ mieivn Kiv n‡”Q| hvi d‡j cY¨ weµq e„w×‡Z f~wgKv ivL‡Q|
L) weÁvcb, weµq, cÖmvi, cÖPvi BZ¨vwì Av‡e`b †Kgb n‡e, †fv³v †gvwU‡fkb ‡Kgb n‡e Zv
M‡elYvi gva¨‡g Rvbv hvq|
M) M‡elYvi gva¨‡g g~j¨ Ges eÈb eë¯’v‡K MwZkxj Kiv hvq, hvi d‡j cÖwZôv‡bi µgvMZ gybvdv
e„w× m¤¢e|
N) M‡elYvi gva¨‡g cÖwZôv‡bi g‡a¨ Avš—: m¤úK© Dbœq‡bi gva¨‡g cÖwZôv‡bi cÖK…Z D‡Ïk¨ AR©b Kiv
m¤¢eci|
3) A_©bxwZi †¶‡Î (For economy) t evRviRvZKiY M‡elYv wewfbœfv‡e A_©bxwZ‡Z f~wgKv cvjb
Ki‡Q|
K) M‡elYvi gva¨‡g mgv‡R bZzb bZzb cY¨ eënvi e„w× cv‡”Q hv mgv‡R wewfbœ ai‡Yi Dc‡hvM m„wó
Ki‡Q|
L) M‡elYvi gva¨‡g eë¯’vcKMb †`‡k Ges we‡`‡k Zvi cY¨ Drcv`‡bi cwigvY e„w× Ki‡Q hv
e„n`vqZb Drcv`‡b mnvqZv Ki‡Q|
M) bZzb eënvi, bZzb cY¨, bZzb Pvwn`v m„wói gva¨‡g †fv³v‡ì µq AvPi‡Yi Dci cÖfve we¯—vi
Ki‡Q|
N) GB M‡elYvi gva¨‡g Pvwn`vi cÖK…wZ wbaviY Kiv m¤¢eci n‡”Q hvi gva¨‡g Pvwn`v Ges †hvMv‡bi
myó mgš^q mvaY Kiv m¤¢eci n‡”Q|
O) GQvov evRviRvZKiY M‡elYvi cwiwa e„w× cvevi mv‡_ mv‡_ Kg©ms¯’v‡bi my‡hvM e„w× cv‡”Q Ges
Ab¨ w`‡K A_©bxwZ‡Z m¤ú‡ì myô eënv‡ii w`K wb‡`©kbv cvIqv hv‡”Q|

evRviRvZKiY M‡elYvi KwZcq mgm¨v (Some Marketing Research Problem)t

evRviRvZKiY M‡elYvi ¸iyZ¡ Ges cÖ‡qvRbxqZv A¯^xKvi Kivi †Kvb Dcvq bvq| Z_vwc Avgv‡ì gZ
Dbœqbkxj †`k¸‡jv‡Z evRviRvZKiY M‡elYvi A‡bK mgm¨v †`Lv hvq| evRviRvZKiY M‡lYvi KwZcq
mgm¨v wb‡gœ Av‡jvPbv Kiv n‡jv t
1) e¨qeûj (Costly) t evRviRvZKiY M‡elYv cwiPvjbv Kivi Rb¨ A‡bK LiP enb Ki‡Z nq|
mvavibZ hviv cY¨ weµq wb‡q †Kvb mgm¨vi g‡a¨ _v‡K bv Zviv A‡nZzK evowZ Li‡Pi g‡a¨
†h‡Z Pvq bv| Z‡e eo †Kv¤úvwb¸wj wb‡R‡ì evRvi †kqvi wVK ivLvi Rb¨ GB Kvh©µg nv‡Z
wb‡q _v‡K|
2) cÖwZ‡hvwMZvi Afve (Absence of competition) t ‡hLv‡b cY¨ weµq wb‡q cÖwZ‡hvwMZv _v‡K
bv †mLv‡b M‡elYvi welqwU ¸iyZ¡ cvq bv| Avgv‡ì †`‡k gvÎ ¸wU KZK eo cÖwZôvb i‡q‡Q Ges
Zviv wb‡R‡ì g‡a¨ cÖwZ‡hvwMZvq wjß _v‡K bv| d‡j evRviRvZKiY M‡elYvi ¸iyZ¡ Zv‡ì Kv‡Q
Lye †ewk e‡j g‡b nq bv|
3) we‡µZvi evRvi (Seller market) t Avgv‡ì A_©bxwZ‡Z GL‡bv †µZv evRvi cÖwZwôZ nq bvB|
we‡µZvMb GL‡bv evRvi Ae¯’v‡b kw³kvjx| GLv‡b me©`vB Pvwn`vi Zzjbvq †hvMvb Kg n‡q
_v‡K| d‡j we‡µZv cy‡iv gvÎvq evRvi wbqš¿b K‡i| weavq evRviRvZKiY M‡elYv GB mKj
A_©bxwZ‡Z Lye †ewk ¸iyZ¡c~Y© fywgKv ivL‡Z cvi‡Q bv|
4) `¶ M‡elYvKgx©i Afve (Lack of Trained researcher) t M‡elYv KvR cwiPvjbvi Rb¨
cÖ‡qvRb nq `¶ M‡elYv Kgx©i| M‡elYvi mdjZv wbf©i K‡i GB mKj Kgx©‡ì Dci| Avgv‡ì
†`‡k GB ai‡Yi Kg©xi Afve i‡q‡Q| ZvQvov †ckvMZ M‡elYv ms¯’v Avgv‡ì †`‡k †bB ej‡jB
P‡j|
5) DËi`vZv‡ì Amn‡hvwMZv (Helplessness of responded) t M‡elYvi Rb¨ †h ai‡Yi
mn‡hvwMZvi ìKvi nq DËi`vZv‡ì KvQ †_‡K ‡mB ai‡Yi mn‡hvwMZv memgq cvIqv hvq bv|
DËi`vZvMb A‡bK mgq GB mKj e¨vcv‡i wei³ cÖKvk K‡i| Awkw¶Z DËi`vZv‡Zv `y‡ii K_v
A‡bK mgq wkw¶Z RbMwô‡ì KvQ †_‡K BwZevPK mvov cvIqv hvq bv|
6) M‡elYv cwi‡ek (Research environment) t M‡elYvi Rb¨ †h cwi‡ek cÖ‡qvRb nq †mB
ai‡Yi cwi‡ek Avgv‡ì †`‡k GL‡bv M‡o D‡V bvB| M‡elYv KvjPvi (research culture) ej‡Z
hv eySvq †miKg †Kvb †Qvuqv GL‡bv Avgv‡ì mgv‡R cÖwZwôZ nq bvB| wkícwZMb G e¨vcv‡i
†hgb D`vwmb †Zgwb M‡elYvi wel‡q A‡bK AÁ| d‡j M‡elYvi cwi‡ek ˆZwi n‡”Q bv|
7) M‡elYvi Av¯’vi Afve (Lack of research confidence) t A‡bK mgq M‡elYv †_‡K djvdj
I c~e©vbygvb Kiv nq Zvi mv‡_ ev¯Í‡ei wgj cvIqv hvq bv| †mB Kvi‡Y M‡elYvi †¶‡Î mgm¨vi
m„wó nq| M‡elYv djvd‡ji µgvMZ Mowg‡ji Kvi‡Y A‡bK mgq wkí eëmvqxiv M‡elYvi Dci
Av¯’v nvwi‡q †dj‡Q|
8) Ab¨vb¨ (Others) t D‡jøwLZ welq QvovI Av‡iv wKQy welq Avgv‡ì †`‡k M‡elYvi AšÍivq n‡q
`vwo‡q‡Q| G¸‡jvi g‡a¨ i‡q‡Q: msL¨vZ¡K cwigv‡ci Amyweav, M‡elYv m¤ú‡K© msKxY© aviYv,
A‡_©i Afve, M‡elYv c„ó‡cvlKvZi Afve, wej‡¤^ djvdj cÖvwß BZ¨vw`|

weweGm †cÖvMÖvg
evRviRvZKiY M‡elYvi AvIZv ev cwiwa (Scope/Area of Marketing Reseach)

evRviRvZKi‡Yi AvIZv e¨vcK Ges we¯Í„Z evRviRvZKiY M‡elYvi ¸iyZ¡ †hgb e„w× cv‡”Q †Zgwb Gi
AvIZvI e„w× cv‡”Q| evRviRvZKi‡Yi mvwe©K Kvh©µ‡gi cÖ‡Z¨K ¯Í‡ii mv‡_ evRviRvZKiY M‡elYv
RwoZ i‡q‡Q| wb‡gœ evRviRvZKiY M‡elYvi AvIZv ev cwiwa wb‡q Av‡jvPbv Kiv n‡jvt
1) †fv³v M‡elYv (Consumer research) t ‡fv³v‡ì Pvwn`v, iywP, †fv³v mš‘wU, †fv³v‡ì
cwieZ©xZ Avq, BZ¨vw` welq wb‡q M‡elYv Kiv nq| †fv³v‡ì wKfv‡e wbqwgZ †fv³v‡Z cwibZ
Kiv hv‡e †mUvB †fv³v M‡elYvi gyj welq|
2) cY¨ M‡elYv (Product research) t cÖwZwU †Kv¤úvwb Pvq Zv‡ì Drcvw`Z cY¨ †hb mn‡RB
†fv³v‡ì MÖnY‡hvM¨Zv jvf KiyK| †mB Kvi‡Y c‡Yï Dbœqb, cY¨ cwieZ©b, cY¨ †gvoK I wWRvBb
ch©v‡jvPbv BZ¨vw` wel‡q M‡elYv KvR cwiPvjwZ n‡q _v‡K| cY¨‡K AvKl©Yxq fv‡e †fv³v‡ì
wbKU Dc¯’vcb KivB cY¨ M‡elYvi welq|
3) cÖ”Qbœ evRvi M‡elYv (Market area research) t mKj evRv‡i cY¨ weµ‡qi mgvb my‡hvM _v‡K
bv| †Kvb evRv‡i †Kvb GKwU we‡kl cY¨ wewµi ch©vß my‡hvM Ly‡R †`LvI evRvi M‡elYvi Aš—
f©~³| evRvi AvqZb wnmve Kiv Lye Riyix| evRviRvZKiY †cÖvMÖv‡gi m¤ú~Y© welqwU wbf©i K‡i
cÖ”Qbœ evRvi M‡elYvi Dci|
4) g~j¨ M‡elYv (Price research) t g~j¨ †fv³v‡ì me‡P‡q Av‡e`bg~jK welq| cÖwZ‡hvwMZvg~jK
evRv‡i wU‡K _vKvi Rb¨ g~j¨ wba©viY cÖavb nvwZqvi| †fv³v‡ì a‡i ivLvi Rb¨ mwVK fv‡e g~j¨
wbav©iY Ki‡Z n‡e| evRviRvZKi‡Y M‡elYv mwVK g~j¨ wbav©i‡Yi c_ wb‡`©k w`‡q _v‡K|
5) weÁvcb M‡elYv (Advertising research) t weÁvc‡bi KvR n‡jv †fv³v‡ì wbKU cY¨ Z_¨
†cÖiY Kiv Ges †fv³v AvK©kb m„wó Kiv| wKš‘ †fv³v‡ì weÁvcb m¤ú‡K© Abyf~wZ wK Ges Zviv wK
cÖwZwµqv e¨³ Ki‡Q †mUvI †`L‡Z n‡e| †fv³v‡ì weÁvcb m¤ú‡K© gZvgZ msMÖn K‡i †mB
Abyhvqx weÁvc‡b cwieZ©b wb‡q cybivq bZzb weÁvcb cÖ`vb Kiv|
6) e¨w³K weµwqKZv (Personal selling) t wKQy wKQy c‡Yï †¶‡Î e¨w³K weµwqKZv Acwinvh©¨|
weµqKgxiv Lye `ªyZ †fv³vi g‡b mvov Rvov‡Z cv‡i Ges †fv³v‡K cY¨ µ‡q AvK…ó Ki‡Z cv‡i|
weµqKgx‡ì `¶Zv e„w×i Rb¨ weµq †Uªwbs, weµq Dbœqb BZ¨vwì Rb¨ evRviRvZKiY M‡elYvi
cÖ‡qvRb n‡q _v‡K|
7) weµq c~e©vbygvb (Sales foreasting) t ‡Kvb †Kv¤úvwbi mv_©KvZ wbf©i K‡i mwVK weµq
c~e©vbygv‡bi Dci| cY¨ Kg Drcv`b Kiv †hgb eëmvv‡qi Rb¨ AgyjK †Zgwb ‡ewk Drcv`b KivI
cÖwZôv‡bi ¶wZi KviY n‡q `vovq| ZvB Kvg¨ Drcv`‡bi Rb¨ mwVK c~e©vbygvb ìKvi hv
evRviRvZKiY M‡elYvi ¸iyZ¡c~Y© †¶‡Î wnmv‡e KvR K‡i|
8) weµq I eÈb we‡kølY (Sales and distribution analysis) t ‡Kv¤úvwbi weµq e„w×i Rb¨
me‡P‡q ¸iyZ¡c~Y© welq n‡jv Gi eÈb eë¯’v| eÈbKvixMb gv‡S gv‡S cY¨ msKU m„wó Ki‡Z cv‡i
Avevi wb‡R‡ì g‡a¨ ×‡›ì gva¨‡g weµq Kvh©µg e¨nZ ivL‡Z cv‡i| eÈb eë¯’vi wewfbœ w`K
we‡k- l‡Yi gva¨‡g myó weµq eë¯’v cÖwZóv Kiv hvq| evRvi M‡elYvi gva¨‡g eÈb eë¯’vi wewfbœ
w`K g~j¨vqb Kiv hvq|
9) evRviRvZKiY wbix¶v (Marketing audit) t evRviRvZKiY mvwe©K Ae¯’v we‡kølY K‡i wbix¶v,
hvi gva¨‡gB Avgiv mwVK Z_¨ †c‡Z cvwi| myôy cwiKíbv MÖn‡Yi Rb¨ evRviRvZKiY wbix¶vi
†Kvb weKí bvB| cÖwZôv‡b wK n‡”Q, †Kb n‡”Q, BZ¨vw` ¯^vaxbfv‡e we‡kølY K‡i evRviRvZKiY
wbix¶v hv evRviRvZKiY M‡elYvi AvIZvfy³|
10) wewea Kvh© M‡elYv (Sundry research) t D‡j- wLZ welq QvovI evRviRvZKiY Kvh©µg
cwiPvjbvi †¶‡Î GKUv †Kv¤úvwb bvbv wea mgm¨vi g‡a¨ co‡Z cv‡i| GB mKj mgm¨v `yi Kivi
Rb¨ G‡ì cÖK…wZ wbY©q Kiv cÖ‡qvRb| d‡j evRviRvZKiY Kh©µ‡gi mKj cÖKvi mgm¨vRwbZ
welq¸wj AbymÜvb n‡jv evRviRvZKiY M‡elYvi ¸iyZ¡c~Y© †¶Î|
myZivs †`Lv hv‡”Q evRviRvZKiY M‡elYvi AvIZv A‡bK e¨vcK| evRviRvZKiY Kvh©µ‡gi cÖvq mKj
†¶‡ÎB evRviRvZKiY M‡elYv RwoZ _v‡K| myôfv‡e evRviRvZKiY Kvh©µg cwiPvjbv Ki‡Z n‡j
evRviRvZKiY M‡elYv‡K †Kvb g‡ZB D‡c¶v Kiv hv‡e bv|
cvV ms‡¶c
• M‡elYv n‡jv A_©‰bwZK Ges mvgvwRK mgm¨v¸‡jv mgvav‡Yi Rb¨ Ges DbœZgv‡bi wm×všÍ MÖn‡Yi
Rb¨ mymsMwVZ Dcv‡q Z_¨ msMÖn I wjwce×KiYc~e©K we‡k- lY Kiv|
• evRviRvZKib M‡elYv †Kvb evRviRvZKiY Bmy¨‡K mgvavb Kivi Rb¨ cª‡qvRbxq Z‡_ï ZvwjKv
wbw`ó© K‡i, Z_¨ msMÖn‡bi c×wZi wVK K‡i, DcvË msMÖn cÖwµqv eë¯’vcbv I ev¯Íevqb K‡i,
djvdj we‡k- lY Ges fvev_© eë¯’vcbv‡K mieivn K‡i|
• M‡elYv Øviv cY¨‡K †µZvi Pvwn`vi mv‡_ Lvc LvIqv‡bv m¤¢e| Dciš‘ cQ›`gZ g~j¨ wba©viY K‡i Zv
evRv‡i AwaK msL¨vK †µZvi gv‡S mvov RvMv‡bv m¤¢e|
• weµq‡K Zivwš^Z Kivi Rb¨ wK ai‡Yi weÁvcb Av‡e`b weÁvc‡b djcÖm~ n‡e Ges wK Dcv‡q Zv
m¤¢ve¨ †µZvi gv‡S mieivn K‡i weµq cwiKíbv ev¯Íevqb Kiv hvq Zvi wb‡`©kbv cvIqv hv‡e|
• M‡elYvi gva¨‡g AwZwi³ Drcv`b †µZviv †fvM Ki‡Z cvi‡e wKbv, ev Drcv`b e„w× Kiv n‡j g~j¨
Kg n‡e wKbv BZ¨vw` mwVK aviYv cvIqv m¤¢e|
• evRviRvZKib ‡KejgvÎ Af¨š—ixY cÖevn †hLv‡b `¶ evRviRvZKiY eë¯’vi Øviv ¯^í g~j¨ †fv³vi
wbKU wbqwgZfv‡e cY¨ mieivn Ki‡Z mnvqZv K‡i _v‡K|
• cY¨, g~j¨, eÈb, cÖPvi n‡jv evRviRvZKi‡Yi cÖavb welq| GB PjK¸‡jvi wewfbœ cÖKvi mgm¨v Ges
m¤¢vebv wb‡q evRviRvZKiY M‡elYv cwiPvwjZ n‡q _v‡K|
• evRviRvZKiY Kvh©µ‡gi me‡P‡q ¸iyZ¡c~Y© welq n‡jv weµq c~e©vbygvb, fwel¨Z c‡Yï wK ai‡Yi
Pvwn`v n‡Z cv‡i hv evRviRvZKiY M‡elYvi AvIZv³‚³|
• cÖwZôv‡b wK n‡”Q, †Kb n‡”Q, wKfv‡e n‡”Q, BZ¨vw` Ae¯’v ¯^vaxbfv‡e we‡kølY K‡i mwVK Z_¨ †`q
evRviRvZKiY wbix¶v hv GB M‡elYvi AvIZvfy³|
• eZ©gv‡b evsjv‡`‡ki evRvi n‡jv we‡µZvi evRvi Z_v c‡Yï Pvwn`vi Zzjbvq Drcv`b Kg| d‡j
GLv‡b cY¨ weµ‡qi mgm¨v m„wó bv nevi Rb¨ M‡elYv †¶Î M‡o D‡V bvB|
• cÖwZ‡hvwMZvi Afve, M‡elYv e¨qmva¨, cÖwZ¶YcÖvß Kgx©i Afve, DËi`vZv‡ì Amn‡hvwMZv BZ¨vwì
Kvi‡Y evsjv‡`‡k evRviRvZKiY M‡elYvi †¶‡Î mgm¨v †`Lv ‡`q|

weweGm †cÖvMÖvg
cv‡VvËi g~j¨vqb
1| evRviRvZKiY M‡elYv Z_¨ msMÖn GKwU
K) mvgvwRK c×wZ L) eëmvwqK c×wZ
M) êÁvwbK c×wZ N) mbvZb c×wZ
2| evRviRvZKiY M‡elYv‡K †Kvb& †¶‡Î cÖ‡qvM Kiv hvq

K) eë¯’vcbvi ‡¶‡Î L) eëmv cÖwZôv‡bi †¶‡Î
M) A_©bxwZi †¶‡Î N) D‡jøwLZ mKj †¶‡Î
3| †Kvb&wU evRviRvZKiY M‡elYvi AvIZvfy³ bq

K) ‡cÖlYv M‡elYv L) wk¶v M‡elYv
M) eÈb M‡elYv N) weµq M‡elYv
4| weÁvcb M‡elYvi cÖavb Av‡jvP¨ welq wK

K) weÁvcb `¶Zv L) weÁvcb gva¨g
M) cÖwZ‡hvwMZv g~j¨K weÁvcb N) D‡jøwLZ me¸‡jv
5| evRviRvZKiY M‡elYvi Rb¨ Dchy³ †¶Î n‡jv

K) Pvwn`vi Zzjbvq Drcv`b †ewk L) Pvwn`vi Zzjbvq Drcv`b Kg
M) Pvwn`v Drcv`b mg ch©v‡qi N) ‡KvbwUB bq
6| †Kvb&wU eÈb I weµq M‡elYv c×wZi AšÍfy©³ bq

K) weµq Kgx© we‡kølY L) AÂj wfwËK e¨q we‡kølY
M) Kvh©wfwËK we‡kølY N) evRvi wfwËK we‡kølY

evRviRvZKiY M‡elYv cÖwµqv

(Marketing Research Process)
D‡Ïk¨

evRviRvZKiY M‡elYvi c`‡¶cmg~n wK Zv Rvb‡Z cvi‡eb|
evRviRZviKY M‡elYvi wewfbœ G¨v‡cÖvP¸wj wK †mUv Rvb‡Z cvi‡eb|
Z_¨ msMÖ‡ni wewfbœ c×wZ m¤ú‡K© Ávb jvf Ki‡Z cvi‡eb|
M‡elYv cwiKívb Ges wi‡cv©U ˆZwii welqwU Rvb‡Z I eyS‡Z cvi‡eb|
evRviRvZKiY M‡elYv cÖwµqv (Marketing Research Process)
weMZ Aa© kZvãx‡Z evRviRvZKiY M‡elYvi ¸iyZ¡ †hgb †e‡o‡Q †Zgwb Gi cwiwaI we¯Í…wZ jvf K‡i‡Q|
cÖvq cÖ‡Z¨K eo eo †Kv¤úvwbi c„_K evRviRvZKiY M‡elYv wefvM i‡q‡Q| evRviRvZKiY M‡elYv
cÖwµqvi mvnv‡h¨ †Kvb GKwU evRviRvZKiY mgm¨v m¤ú‡K© AeMZ nIqv hvq| evRviRvZKiY M‡elYv
cÖwµqvq PviwU c`‡¶c _v‡K| wb‡gœ GB mKj c`‡¶çwji weeiY †Ìqv njvt
1) mgm¨v I M‡elYvi D‡Ïk¨ msÁvwqZKiY (Defining the problem and research objectives)t
evRviRvZKiY cÖwµqvi cÖ_g avc n‡jv evRviRvZKiY M‡elYv msÁvwqZKiY Kiv| evRviRvZKiY
eë¯’vcK Ges M‡elK †hŠ_fv‡e KvR K‡i mZK©Zvi mv‡_ mgm¨v‡K msÁvwqZ Ki‡e Ges M‡elYvi
D‡Ï‡kï e¨vcv‡i GKgZ n‡e| GB e¨vcv‡i evRvRvZKiY M‡el‡Ki M‡elYv m¤ú‡K© fvj Ávb _vK‡Z
n‡e| M‡elYvi mv_©KZv Ges mdjZv wbf©i Ki‡e M‡el‡Ki `¶Zvi Dci| KviY M‡elK‡K M‡elYvi
wWRvBb, M‡elYv cwiPvjbv Ges djvdi e¨vL¨v Ki‡Z nh| mgm¨v wPwýZ KiY †ek RwUj KvR| cÖK…Z
mgm¨v †ei K‡i Zvi ci M‡elYv KvR cwiPjbv Ki‡Z n‡e| †Kvb mgq j¶Y (Symptom)) ‡K mgm¨v
wnmv‡e wPwýZ K‡i M‡elYv cwiPvjbv Kiv DwPZ bq| mgm¨v wPwýZ Kivi ci M‡elYvi D‡Ïk¨ wVK
Ki‡Z n‡e| †hgbt
AbymÜvbg~jK (Exploratory) t GB M‡elYvq mgm¨v msÁvwqZ Kiv Ges nvB‡cvw_wmm wbav©i‡Yi
mnvqZvi Rb¨ cÖv_wgK Z_¨ msMÖn Kiv nq|
eY©bvg~jK (Descriptive) t GB M‡elYvi gva¨‡g c‡Yï evRvi m¤¢vebv, m¤¢ve¨ ‡µZv‡ì g‡bvfve,
†µZv‡ì êwkó¨ BZ¨vw` welh¸wji eY©bv †Ìqv nq|
KviwYK (Causal)t GB M‡elYvi gva¨‡g KviY I djvd‡ji g‡a¨ m¤úK© wbY©‡qi D‡Ïk¨ nvB‡cvw_wmm
hvPvB Kiv nq|
2| M‡elYvi cwiKíbv cÖbqb (Developing the research plan) t evRviRvZKiY M‡elYv c×wZi
wØZxq avc n‡jv M‡elYv cwiKíbv cÖbqb| GB avcwU cÖ‡qvRbxq Z_¨ msMÖ‡ni mv‡_ RwoZ| M‡elYv
cwiKíbvi GB ch©v‡q Dcv‡Ëi m~Î _v‡K, M‡elYvi mywbw`©ó c×wZi K_v ejv nq, †hvMv‡hvM c×wZ,
bgybvqb BZ¨vw` wel‡qi cwiKíbv Kiv n‡q _v‡K| GB avcwU wbgœ wjwLZ welq¸wji mv‡_ RwoZ|
K) mywbw`©ó Z_¨ cÖ‡qvRbxqZv w¯’iKiY (Determining specific information needs) t M‡elbvi
D‡Ï‡kï Av‡jv‡K mywbw`©ó Z_¨ cÖ‡qvRbxqZv w¯’i Ki‡Z n‡e| hw` †Kvb cÖwZôvb c¨v‡KURvZ gvQ, A_ev
`ya mieivn Ki‡Z Pvq Z‡e GB c¨v‡K‡Ui cÖwZ ‡µZv‡ì g‡bvfve Rvbvi Rb¨ KZK¸‡jv cÖ‡qvRbxq Z_¨
w¯’i Ki‡Z n‡e|

weweGm †cÖvMÖvg
L) wØZxq ch©vq †_‡K Z_¨ msMÖn (Gathering secondary data) t GKRb M‡elK wØZxq ch©v‡q †_‡K
Z_¨ msMÖn K‡i Zvi KvR ïiy K‡i| wewfbœ Drm †_‡K M‡elK wØZxq ch©v‡qi Z_¨ msMn« Ki‡Z cv‡i|
Z_¨ msMÖn cÖavbZ:evwn¨K Ges Af¨š—ixb Drm †_‡K n‡q _v‡K| GB Z_¨ msMÖ‡ni ¸iyZ¡c~Y© Z_¨
Drmmg~n n‡jv: Af¨šÍixb m~Î, miKvwi, cÖKvkbv, evwbR¨ A_ev †ckv`vix eëmvqx ms¯’v mg~‡ni cÖKvkbv,
cÖvB‡fU †Kv¤úvwbi cªKvkbvmg~n, weÁvcb gva¨‡g, wek¦we`¨vjq I M‡elYv cÖwZôvb, dvD‡Ûkb I Dbœqb
ms¯’vmg~n, MÖš’vMvi BZ¨vw` Drmmg~n|
M) cÖv_wgK DcvË msMÖn cwiKíbv cÖbqb (Primary data collection planning) t GKRb M‡elK
cÖv_wgK DcvË msMÖ‡ni gva¨‡gI Zvi M‡elYv Kvh© cwiPvjbv Ki‡Z cv‡i| GB †¶‡Î Zv‡K wewfbœ
mZK©Zv Aej¤^b Ki‡Z nh| cÖv_wgK DcvË msMÖ‡ni mgq PviwU wel‡qi cÖwZ `„wó †Ìqv nq †m¸‡jv
n‡jv, M‡elYv G¨v‡cÖvP, †hvMv‡hvM c×wZ, bgybvqb c×wZ Ges M‡elYv mviYx|
i) M‡elYv G¨v‡cÖvP (Research approach) t GKwU M‡elK 3wU c×wZi gva¨‡g Zvi M‡elYv Kvh©
cwiPvjbv Ki‡Z cv‡ib| GB G¨v‡cÖvP¸wj M‡elYv cÖK…Zwi Dci wbf©i K‡i|
Rwic M‡elYv (Survey research) t eY©bvg~jK DcvË msMÖ‡ni me‡P‡q RbwcÖq c×wZ n‡jv Rwic
M‡elYv| GB c×wZ‡Z †µZv‡ì mivmwi cÖkœ Kivi gva¨‡g Z_¨ msMÖn Kiv nq| Rwic c×wZi gva¨‡g
Z_¨ msMÖn eëeûj I mgq mv‡c¶ welq Z_vwc ‡Kvb †Kvb mgq GB c×wZ Qvov DcvË msMÖ‡ni Avi
†Kvb Dcvq _v‡K bv|
cix¶Y M‡elYv (Experimental research) t GB M‡elYvi gva¨‡g †Kvb wKQyi KviY AbymÜvb Kiv
nh| GB M‡elYv Abyhvqx GKwU ‰ewkó¨ msewjZ `ywU `‡ji Dci wfbœ wfbœ DÏxcK cÖ‡qvM K‡i A_ev
GKwU `‡ji Dci cÖ‡qvM K‡i, Avi GKwU `‡ji Dci cÖ‡qvM bv K‡i Gi djvdj cwigvc Kiv nq|
ii) bgybvqb cwiKíbv (Sampling plan) t evRviRvZKiY M‡elKMb mvavibZ A‡bK msL¨K †fv³vi
g‡a¨ †_‡K †QvU bgybv wb‡q M‡elYv cwiPvjbv Ki‡Z cv‡ib| bgybbv n‡”Q mgMÖ‡Ki GKwU LÛ hv
me©‡Zvfv‡e mvgMÖ‡Ki cÖwZwbwawZ¡ K‡i| bgybv wbev©Pb Ggb fv‡e Ki‡Z nq †hb Zv cÖwZwbwaZ¡kxj nq|
bgybvqb bKkv cÖbq‡b wZbwU welq we‡ePbv Ki‡Z nq cÖ_gZt Kv‡K Rwic Kiv cÖ‡qvRb wØZxqt KZ
msL¨vK †jvK Rwic Kiv cÖ‡qvRb Z…Zxqt bgybvi †jvK‡ì wKfv‡e wbev©Pb Kiv n‡e|
iii) M‡elYv mnvqK nvwZqvi (Research instruments) t DcvË msMÖ‡ni Rb¨ cÖavb `yBwU weKí
M‡elYv mnvqK nvwZqvi i‡q‡Q| cÖ_gwU n‡jv cÖkœcÎ| Bnv me‡P‡q eûj eëüZ nvwZqvi| D‡Ïk¨
mswk- ó cÖkœ K‡i cÖkœgvjvi gva¨‡g Z_¨ msMÖn Kiv hvq| wØZxqwU n‡jv hvwš¿K c×wZ| wewfbœ hvwš¿K
cÖwµqvi gva¨‡g †µZv‡ì MwZwewa cwigvc Kiv n‡q _v‡K|
iv) M‡elYv cwiKíbv Dc¯’vcbv (Presenting the research plan) t GB ch©v‡q M‡elK Zvi
M‡elYvi we¯ÍvwiZ M‡elYvi mvi ms‡¶c ˆZwi K‡i| GLv‡b me‡P‡q ¸iyZ¡c~Y© welq n‡jv M‡elYv cÖ¯Íve|
M‡elYv cÖ¯Ív‡e †h mKj welq AšÍf~©³ _v‡K Zv n‡jv M‡lYv wk‡ivbvg, fywgKv, mgm¨vi eY©bv, M‡elYvi
¸iyZ¡, M‡elYvi D‡Ïk¨, M‡elYvi c×wZ, we‡kølY c×wZ, ev‡RU, mgq BZ¨vw`|
3| M‡elYv cwiKíbv ev¯Íevqb (Inplementing the research plan) t evRviRvZKiY M‡elYv
cÖwµqvi Z„Zxq avc n‡jv M‡elYv cwiKíbv ev¯—evqb Kiv | M‡elK GB ch©v‡q M‡elYv cwiKíbv
Abyhvqx KvR ïiy K‡i| cwiKíbv ev¯Íevqb cÖwµqvi KvR n‡”Q Z_¨ msMÖn, cÖwµqvKiY Ges we‡kølY|
Z_¨ msMÖ‡ni Rb¨ wbR¯^ Kgx© A_ev evwn‡ii Kg©x wb‡qvM Kiv †h‡Z cv‡i| Z‡e wbR¯^ Kgx‡ì Dci
cÖwZôv‡bi wbqš¿b _v‡K| Ab¨ w`‡K †ckv`vi Kgx©‡ì Øviv Z_¨ msMÖn Ki‡j LiP Ges mgq Kg e¨q
Ki‡Z nq| Z_¨ msMÖ‡ni ci GB mKj Z_¨mg~n‡K cÖwµqvRvZKiY Kiv cÖ‡qvRb| msM„nxZ Z_¨mg~n

h_vh_ fv‡e cix¶v I wbix¶v Ki‡Z n‡e| hw` Z_¨mg~‡n fyj åvwšÍ †_‡K hvq Z‡e djvdj fyj n‡e Ges
GB M‡elYv jä djvdj †Kvb Kv‡R Avm‡e bv| eZ©gv‡b Kw¤úDUv‡ii wewfbœ cÖKvi cÖ¨v‡KR ‡cÖvMÖvg
eënvi K‡i Ges wewfbœ cwimsL¨vb nvwZqvi eënv‡ii gva¨‡g djvd‡ji hZv_©Zv hvPvB Kiv hvq|
4| djvd‡ji e¨vL¨v Ges wi‡cv©U cÖ`vb (Interpreting and reporting the findings) t
evRviRvZKiY M‡elYvi me©‡kl avc n‡jv djvd‡ji e¨vL¨v Ges wi‡cv©U cÖ`vb Kiv| M‡elK GB ch©v‡q
djvd‡ji e¨vL¨v Ki‡e Ges Zv eë¯’vc‡Ki wbKU wi‡cv©U AvKv‡i †ck Ki‡e| wi‡c©vU ‡bq A‡bK mgq
RwUjZvi m„wó nq| j¶ ivL‡Z n‡e †h¸‡jv eë¯’vc‡Ki Rb¨ cÖ‡qvRbxq Z_¨ †Kej †mB¸‡jv‡KB
Dc¯’vcb Kiv| djvd‡ji e¨vL¨v cÖ`vb M‡elYv cÖwµqvi GKUv ¸iyZ¡c~Y© Aa¨vq| GKUv fvj M‡elYvI
A_©nxb n‡q co‡e hw` M‡elK‡ì Kv‡Q †_‡K eë¯’vcK †Kvb fyj e¨vL¨v wbwð‡šÍ MÖnY K‡i| Avevi
eë¯’vcKMb Zv‡ì gZvgZ e¨vL¨v bv †c‡j †mB e¨vL¨vUv cÖZ¨v¶Y K‡i| d‡j M‡elK Ges eë¯’vcK‡K
djvdj e¨v¨Lvvq GK‡hv‡M KvR Ki‡Z n‡e|
cvV ms‡¶c
• evRviRvZKiY M‡elbv cÖwµqvq PviwU c`‡¶c _v‡K: mgm¨v Ges M‡elYvi D‡Ïk¨ msÁvwqZ Kiv,
M‡elYv cwiKíbv cÖbqb Kiv, M‡elYv cÖwiKíbv ev¯—evqb I cÖvß djvdj e¨vL¨v I wi‡cv©U ‰Zwi
Kiv|
• evRviRvZKiY M‡elK Ges eë¯’vcK †hŠ_fv‡e KvR K‡i mZ©KZvi mv‡_ mgm¨v‡K msÁvwqZ Ki‡e
Ges M‡elYvi D‡Ï‡kï e¨vcv‡i GKgZ n‡Z n‡e|
• ‡hLv‡b cÖwZôv‡bi Ges evRviRvZKiY Kvh©cwiwai mgm¨v msÁvwqZ Kiv Ges nvB‡cvw_wmm wbav©i‡Yi
mnvqZvi Rb¨ cÖv_wgK Z_¨ msMÖn Kiv nq Zv‡K AbymÜvbg~jK M‡elYv e‡j|
• KL‡bv D‡Ï‡kï aiY nq eY©bvg~jK, G‡Z †Kvb c‡Yï Rb¨ evRvi m¤¢vebv, c‡Yï m¤¢ve¨ †µZv‡ì
†W‡gvMÖvwdK êwkó¨ I g‡bvfv‡ei gZ welq¸‡jvi eY©bv †Ìqv nq|
• GKRb M‡elK Ae¨š—ixb m~Î †_‡K Z_¨ msMÖn Ki‡Z cv‡i †hgb: †Kv¤úvwbi Avq e¨q weeiYx,
DØ„Z cÎ, weµq cwigvb, weµq wi‡cv©U, djgv‡qk, gvjvgvj Gi †iKW© Ges c~‡e©i M‡elYv
• GKRb M‡elK miKvwi cÖKvkbv, evwbR¨ cÖKvkbv, †Kv¤úvwbi cÖKvkbv, weÁvcb gva¨g, wek¦we`¨vjq
I M‡elYv cÖZwôvb dvD‡Ûkb I Dbœqb ms¯’v, MÖš’vMvi BZ¨vw` ‡_‡K Z_¨ msMÖn Ki‡Z cv‡i|
• ch©‡e¶Y M‡elYv c×wZ Abyhvqx mivmwi KvD‡K wWÁvmvev` Kiv nq bv eis GKwU welq m¤ú‡K©
†µZvi g‡bvfve wK Zv `yi †_‡K ch©v‡e¶Y Kiv nq|
• Rwic M‡elYv c×wZ Abyhvqx †µZv‡ì mivmwi cÖkœ Kivi gva¨‡g GKwU welq m¤ú‡K© gZvgZ msMÖn
Kiv nq|
• bgybvqb M‡elYv cwiKíbvq evRviRvZKiY M‡elK mvavibZ A‡bK msL¨K †fv³vi ga¨ †_‡K †QvU
bgybv wb‡q M‡elYv cwiPvjbv Ki‡Z cv‡ib|
• DcvË msMÖ‡ni Rb¨ cÖavb `yBwU weKí M‡elYv mnvqK nvwZqvi i‡q‡Q| cÖ_gwU n‡jv cÖkœcÎ Ges
wØZxqwU n‡jv hvwš¿K c×wZ|
• M‡elYv cÖ¯Ív‡e †h mKj welq D‡jøL _v‡K Zv n‡jv M‡elYv wk‡ivbvg, f~wgKv, mgm¨vi eY©bv,
M‡elYvi ¸iyZ¡, D‡Ïk¨, M‡elYv c×wZ, we‡kølY c×wZ, ev‡RU I mgq|
• evRviRvZKiY M‡el‡Ki me©‡kl KvR n‡jv djvd‡ji e¨vL¨v cÖ`vb, wi‡cv©U ˆZwi, Ges †mB wi‡cv©U
e¨¯’vc‡Ki wbKU ‡ck Ki‡eb|

weweGm †cÖvMÖvg
cv‡VvËi g~j¨vqb
1| nvB‡cvw_wmm wbav©i‡Yi Rb¨ †h Z_ msMÖn Kiv nq Zv‡K e‡j
K) AbymÜvbg~jK M‡elYv L) eY©bvg~jK M‡elYv
M) eënvwiK M‡elYv N) KviY AbymÜvbg~jK M‡elYv
2| †Kvb c‡Yï evRvi m¤¢vebv Rvbvi Rb¨ †Kvb M‡elYv Dc‡hvMx
K) KviY AbymÜvbg~jK L) eY©bvg~jK
M) eënvwiK N) D‡jøwLZ me¸‡jv
3| ˆZwi ‡cvkvK msµvšÍ Z_¨ †Kvb Drm †_‡K cvIqv †h‡Z cv‡i
K) Af¨šÍixb m~Î L) weÁvcb gva¨g
M) Drcv`bKvixi cÖKvkbv N) ‰Zwi †cvkvK Drcv`b I ißvbxKviK mwgwZi cÖKvkbv|
4| †h mKj †µZv Z_¨ cÖ`vb Ki‡Z Pvq bv Zv‡ì Rb¨ †Kvb& c×wZwU Dc‡hvMx
K) ch©‡e¶Y c×wZ L) cix¶Y c×wZ
M) Rwic c×wZ N) ‡KvbwUB bq
5| DËi `vZvi e¨w³MZ cÖkœ¸‡jvi mwVK fv‡e Rvbvi Rb¨ †Kvb c×wZ Dc‡hvMx
K) Rwic c×wZ L) cix¶Y c×wZ
M) ch©‡e¶b c×wZ N) D‡jøwLZ me¸‡jv
6| evRviRvZKiY M‡elYv cÖK…qvi avc n‡jv
K) M‡elYv cwiKíbv cÖbqb L) DcvË msMÖn
M) mgm¨v msÁvwqZKiY N) M‡elYvi cÖ‡qvRbxq welq msMÖn
ms‡¶wß cÖkœvejx
1| evRviRvZKiY Z_¨ eë¯’vi msÁv w`b|
2| wm×vš— MÖn‡Y Z_¨ eë¯’v wKfv‡e mvnvh¨ K‡i|
3| ‡fv³vi mš‘wó weav‡b Z‡_ï ¸iyZ¡ Kx?
4| Z_¨ cÖ‡qvRb wbav©iY Kx?
5| wKfv‡e Z_¨ Dbœqb Kiv †h‡Z cv‡i?
6| evRviRvZKiY †Mv‡q›`vwMwi welqwU we‡k- lY KiyY|
7| evRviRvZKiY M‡elYv I evRviRvZKiY Z_¨ eë¯’vi g‡a¨ m¤úK© wbY©q KiyY|
8| evRviRvZKiY M‡elYv Kx?
9| eë¯’vc‡bi wbKU evRviRvZKiY M‡elYvi ¸iyZ¡ we‡kølY Kiyb|
10| evRviRvZKiY M‡elYvi KwZcq mgm¨v wPwýZ KiyY|
11| eëmv I A_©bxwZi †¶‡Î evRviRvZKiY M‡elYvi f~wgKv Av‡jvPbv Kiyb|
12| ÒevRviRvZiKiY M‡elYv evRviRvZKiY Kvh©µ‡gi mKj ¯Í‡ii mv‡_ RwoZÓ welqwU e¨vL¨v
Kiyb|
13| Avcwb wKfv‡e M‡elYvi mgm¨v I D‡Ïk¨ msÁvwqZ Ki‡eb?
14| M‡elYv cwiKíbv cÖbqb Kx?
15| wewfbœ cÖKvi M‡elYv G¨v‡cÖvPmg~n we‡kølY Kiyb|
iPbvg~jK cÖkœvejx
1| evRviRvZKiY Z_¨ eë¯’v ej‡Z wK eySvq? evRviRvZKiY Z_¨ eë¯’vi ¸iyZ¡ we‡kølY KiyY|
2| evRviRvZKiY Z_¨ cÖwµqv c×wZi eY©bv w`b| GB c×wZi wewfbœ Ask e¨vL¨v KiyY|
3| evRviRvZKiY M‡elYvi ¸iyZ¡ I cwiwa Av‡jvPbv KiyY| evRviRvZKiY M‡elYvi cÖavb
mgm¨v¸wji weeiY w`b|
4| evRviRvZKiY M‡elYv cÖwµqvi cÖavb avcmg~n eY©bv Kiyb|
DËigvjv
cv‡VvËi g~j¨vqb-1 t 1. N, 2. K, 3. K, 4. M, 5. L. 6. L,
cv‡VvËi g~j¨vqb-2 t 1. M, 2. N. 3. L, 4. N, 5. K, 6. N
cv‡VvËi g~j¨vqb-3 t 1. K, 2. N, 3. N, 4. K, 5. L, 6. M

BDwbU
8
cY¨ wm×všÍ I eë¯’vcbv
Product Decision and Management
f~wgKv
†fv³v‡ì mš‘wó weav‡bi Rb¨ evRviRvZKvix cY¨ ev †mev mieivn K‡i _v‡K| GB BDwb‡U cY¨ I
†mevi aiY Ges Zv‡ì RxebP‡µi wewfbœ ch©v‡q evRviRvZKiY †KŠkj Av‡jvPbv Kiv n‡q‡Q| GB
BDwb‡U †gvU wZbwU cvV i‡q‡Q| cÖ_g cv‡V cY¨ I †mev m¤^‡Ü aviYv, c‡Yï †kªYxwefvM Ges †fvM¨cY¨
I wkíc‡Yï g‡a¨ cv_©K¨ Av‡jvPbv Kiv n‡q‡Q| wØZxq cv‡V bZzb c‡Yï aviYv Ges bZzb cY¨ Dbœq‡bi
c×wZ Av‡jvPbv Kiv n‡q‡Q| Z…Zxq cv‡V c‡Yï RxebP‡µi wewfbœ ¯Íi Ges Gme ch©v‡q Dchy³
evRviRvZKiY †KŠkj m¤^‡Ü we¯ÍvwiZ aviYv †`qv n‡q‡Q| GB BDwbU †_‡K cY¨ eë¯’vcbv m¤^‡Ü
PgrKvi aviYv cvIqv hv‡e|
weweGm †cÖvMÖvg
cY¨ I †mev (Product and Service)
D‡Ïk¨

cY¨ Kv‡K e‡j Zv eywS‡q ej‡Z cvi‡eb|
†mev Kv‡K e‡j Zv Av‡jvPbv Ki‡Z cvi‡eb|
†mevi êwkó¨ mg~n‡K Avjv`v K‡i eY©bv Ki‡Z cvi‡eb|
cY¨‡K wewfbœ †kªYx‡Z fvM Ki‡Z cvi‡eb|
†fvM cY¨ I wkí c‡Yï g‡a¨ cv_©K¨ eY©bv Ki‡Z cvi‡eb|
cY¨ Kv‡K e‡j? (What is Product)
gvby‡li cÖ‡qvRb, Afve A_ev mš‘wó weav‡b m¶g Ggb e¯‘B cY¨ wnmv‡e we‡ewPZ| Avgiv Avgv‡ì
ˆ`bw›`b Rxe‡b hv wKQz †fvM ev eënvi Kwi Zvi meB cY¨ wnmv‡e we‡ewPZ| P. Kotler Ges G. Armstrong
Gi g‡Z ÒGgb †h †Kvb wKQzB cY¨ hv‡K evRv‡i Dc¯’vcb Kiv nq †jv‡Ki ev Pvwn`vi mš‘wó N‡U|Ó
mvgvb¨ GKwU Kvco †mjvB Kiv myB †_‡K ïiy K‡i me wKQzB cY¨| Ab¨ K_vq gvby‡li cÖ‡qvRb †mUv‡Z
cv‡i Ges hvi g‡a¨ wKQz Dc‡hvM Av‡Q Ggb `„k¨gvb ev A`„k¨gvb mKj wRwbmB cY¨|
†mev (Service)
mnR K_vq †mev n”Q GK ai‡bi A`„k¨gvb welq hv µq K‡i †µZv wKQz myweav ev Z…wß cvq| †mev‡K
e¯‘MZ †Kvb welq ev AvB‡Ug wnmv‡e we‡ePbv Kiv hv‡e bv, KviY †mev aiv ev †Qvqv hvq bv| GLv‡b
GKwU K_v g‡b ivL‡Z n‡e Zv n‡jv †mev µq-weµ‡qi d‡j †Kvb e¯‘MZ `ªe¨ ev gvwjKvbv n¯—vš—wiZ
nq bv| †hgb- bv‡m©i ‡mev ev Wv³v‡ii civgk© GK ai‡bi †mev hvi Rb¨ A_© e¨q Ki‡Z nq wKš‘ G‡Z
e¯‘MZ †Kvb wRwb‡mi nvZ e`j nq bv| Philip kother – “A Service is any activity or benefit that one party
can offer to another that is essentially intansible and does not result in the ownership of any thing.”
†mevi êwkó¨ mg~n (Characteristics of Service)

‡mevi wKQz wbw`©ó êwkó¨ i‡q‡Q hvi Øviv †mev‡K cY¨ †_‡K Avjv`v Kiv hvq| Avgiv GLb †mevi êwkó¨
mg~n Av‡jvPbv Kie|
1. A`„k¨gvb (Intangibility) t †mevi Ab¨Zg cÖavb êwkó¨ n‡”Q Gi A`„k¨gvbZv| †mev †`Lv hvq bv ev
†Qvqv hvq bv, Z‡e Abyfe Kiv hvq| †hgb- Wv³v‡ii civgk© ev bv‡m©i †mev µq K‡i Zv e¯‘MZ
c‡Yï g‡Zv c‡K‡U ev e¨vs‡K †XvKv‡bv m¤¢e bq|
2. AwefvR¨Zv (Inseparability) t †mevi Av‡iKwU êwkó¨ n‡”Q AwefvM¨Zv| A_©vr †mev cÖ`vbKvix e¯‘ ev
e¨w³‡K cÖ`Ë †mev †_‡K Avjv`v Kiv hvq bv| †hgb- g‡b Kiyb Avcwb Pzj KvUv‡eb| GLb †h Pzj
KvU‡e Zvi Kv‡Q Dcw¯’Z n‡qB Avcbv‡K Pzj KvU‡Z n‡e| Avcwb evmvq e‡m _vK‡eb Avi bvwcZ
†mjy‡b †_‡K Avcbvi Pyj †K‡U w`‡Z cvi‡e bv| †Zgwb fv‡e bv‡m©i †mev †c‡Z n‡j bvm©‡K Zvi
†mev †_‡K Avjv`v K‡i H †mev cvIqv hv‡e bv|
3. cwieZ©bkxjZv (Variability) t †mevi Av‡iKwU êwkó¨ n‡jv wewfbœ mg‡q †mevi g‡a¨ cwieZ©b Avm‡Z
cv‡i Avevi GKRb e¨w³ ev e¯‘ †_‡K cÖvß †mev wewfbœ mgq wewfbœ iKg n‡Z cv‡i| †hgb- g‡b
BDwbU AvU c„ôv-126
Kiyb Avcwb XvKv †_‡K ev‡m P‡o ivRkvnx hv‡eb| †m †¶‡Î wewfbœ †Kv¤úvbxi ev‡mi mvwf©m Avcbvi
wewfbœ iKg g‡b n‡e| Avevi GKB †Kv¤úvbxi GKB ev‡mi mvwf©m cÖ‡Z¨K w`b GKB iKg bvI n‡Z
cv‡i| myZivs †mevi gvb memgqB cwieZ©kxj|
4. gRyZ A‡hvM¨Zv ev cPbkxjZv (Perishability) t †mevi GKwU ¸iyZ¡c~Y© êwkó¨ n‡”Q Gi ¶wqòzZv|
A_©vr †mev‡K c‡Yï gZ gRyZ K‡i ivLv hvq bv| †hgb- GKRb wk¶K hLb K¬v‡m cvV `vb K‡ib
D³ mg‡q H ¯’v‡b Dcw¯’Z bv _vK‡jB H †mev cv‡eb bv| A_©vr wbw`©ó mgq c‡i H †mev Avi
msi¶Y K‡i ivLv hvq bv|
c‡Yï †kªYx wefvM (Classification of Product)

gvby‡li cÖ‡qvRb †gUv‡Z I cÖwZ‡hvwMZv g~jK evRv‡i wU‡K _vKvi Rb¨ mKj eëmvq cÖwZôvbB cÖwZwbqZ
M‡elYvi gva¨‡g bZzb bZzb cY¨ evRv‡i wb‡q Avm‡Q| ˆ`bw›`b Rxe‡b Avgv‡ì eû cY¨ µq Ki‡Z †h|
Avevi µq Kivi †Zgb †Kvb cÖ‡qvRb †bB A_P evRv‡i Av‡Q Ggb c‡Yï msL¨vI mn‡R ¸‡b †kl Kiv
hv‡e bv| ZvQvov eZ©gv‡b †h mKj cY¨ evRv‡i Av‡Q Zvi is, AvKvi, g~j¨, †gvoK cwieZ©b K‡iI
cÖwZwbqZ evRv‡i bZzb bZzb cY¨ Avm‡Q| Avm‡j e¨vcK cÖwZ‡hvwMZvg~jK evRv‡i GUvB ¯^vfvweK| KviY
bZzb bZzb cY¨ Qvov †µZv‡K AvK…ó ev a‡i ivLvB `vq|
Ae¯’v †hLv‡b G ch©v‡q wM‡q †V‡K‡Q †mLv‡b cY¨ mvgMÖx‡K Lye mn‡R †kªYxfy³ Kiv mwZ¨Kvi A‡_©
A‡bKUvB KwVb| Zv m‡Ë¡I evRviRvZKiY we‡klÁMY wewfbœ fv‡e cY¨ mvgMÖx‡K †kªYxe× Kivi †Póv
K‡i‡Qb| g~jZ c‡Yï cÖK…wZ I †µZv GKwU cY¨‡K wKfv‡e †`‡L GB we‡ePbvq mKj ai‡bi cY¨‡K `ywU
cÖavb fv‡M fvM Kiv †h‡Z cv‡i| GB `yB fv‡Mi GKwU n‡”Q †fvM¨ cY¨ (Consumer Goods) Ges Ab¨wU
n‡”Q wk‡í cY¨ (Industrial Goods) |
‡fvM¨ cY¨ (Consvmer Goods)

‡h me cY¨ cybweµq ev †Kvb iKg cÖwµqvRvZKiY QvovB mivmwi †fvM ev eënvi Kiv hvq †h¸‡jv‡K
Avgiv †fvM¨ cY¨ ej‡Z cvwi| †fv³v ev eënviKvixB GB cY¨ µq K‡i mivmwi †fvM K‡i _v‡K|
†hgb- Pvj, Wvj, Uz_‡có, mvevb, †Uwjwfkb BZ¨vw`|
wkí cY¨ (Industrial Goods)

‡hme cY¨ mivmwi †fvM bv K‡i cyb weµq ev cyb Dbœq‡bi D‡Ïk¨ µq Kiv nq ev †h mKj cY¨ cÖavbZ
†fvM¨ cY¨ ˆZixi Kv‡R cÖZ¨¶ ev c‡iv¶ fv‡e eëüZ nq Zv‡K wkí cY¨ e‡j| wkí cY¨ mvaviYZ
†fv‡Mi Dc‡hvwM _v‡K bv| †fv³v ev eënviKvixiv wkí cY¨ µq K‡i bv eis wkí D‡`¨v³vivB GB cY¨
µq K‡i _v‡K| †hgb- KuvPvgvj, hš¿cvwZ, ¯’vcbv, Avav cÖ¯‘Z cY¨ I Avbylw½K hš¿cvwZ BZ¨vw`|

weweGm †cÖvMÖvg
‡fvM¨ cY¨ I wkí c‡Yï g‡a¨ cv_©K¨
(Difference between consumers goods and Industrial Goods)
†fvM¨ cY¨ I wkí c‡Yï g‡a¨ cv_©K¨ g~jZ eënviMZ Kvi‡YB m„wó nq| wb‡gœ Q‡Ki mvnv‡h¨ †fvM¨ cY¨
I wkí c‡Yï K‡qKwU ¸iyZ¡c~Y© cv_©K¨ Av‡jvPbv Kiv n‡jv|
†fvM¨ cY¨ wkí cY¨
1. Nb Nb ev cÖvqkB GB cY¨ µq Kiv nq| Lye Nb Nb GB cY¨ µq Kiv nq bv|
2. e¨w³ ev cwievi n‡”Q †fvM¨ c‡bï †µZv| cÖwZôvbB wkí c‡Yï cÖavb †µZv|
3. cwigv‡Y GKmv‡_ Lye †ekx µq Kiv nq bv| GK mv‡_ A‡bK †ekx cwigvY µq Kiv nq|
4. GB c‡Yï †µZv †d‡j mKj AÂ‡j Qwo‡q GB ai‡bi c‡Yï †µZviv mvaviYZ GKwU wbw`©ó
wQwU‡q _v‡K| GjvKvq †K›`ªxf~Z _v‡K|
5. GKK g~j¨ mvaviYZ Kg nq| GKK g~j¨ Zzjbvg~jK †ekx nq|
6. GB cY¨ µ‡qi †¶‡Î †Zgb †Kvb wkí c‡Yï µq me mgq AvbyôvwbK (formal)
AvbyôvwbKZvi cÖ‡qvRb c‡o bv| nq|
7. mš‘wóB †µZvi Kv‡Q cÖavb we‡eP¨| gybvdv AR©bB †µZvi Kv‡Q cÖavb we‡eP¨|
cv‡VvËi g~j¨vqb
mwVK DË‡ii cv‡k wUK (√) wPnè w`b
1| wb‡¤œi †KvbwU †mevi êwkó¨?
(K) †mev `„k¨gvb (L) †mev wefvR¨
(M) †mev AcPbkxj (N) Dc‡ii †KvbwU bq|
2| cY¨ KZ cÖKvi?
(K) 3 cÖKvi (L) 4 cÖKvi
(M) 2 cÖKvi (N) Dc‡ii †KvbwU bq|
3| wb‡æi †KvbwU wkíc‡Yï †¶‡Î cÖ‡hvR¨?

(K) †µZv wewfbœ AÂ‡j (L) cªwZôvbB wkíc‡Yï †µZv
(M) Nb Nb GB cY¨ †µZv µq K‡i (N) GKKg~j¨ Zzjbvg~jK Kg

bZzb cY¨ (New Product)
D‡Ïk¨
bZzb cY¨ ej‡Z wK †evSvq Zv eY©bv Ki‡Z cvi‡eb|
bZzb cY¨ Dbœqb †KŠkj eY©bv Ki‡Z cvi‡eb|
welqe¯‘
bZzb cY¨ (New product)
mvaviYZ bZzb cY¨ ej‡Z Avgiv †h cY¨ evRv‡i c~‡e© wQj bv ev †µZviv c~‡e© KLbI †`‡Lwb †mB cY¨‡K
eywS wKš‘ cY¨ Dbœqb ev D™¢ve‡bi †ejvq bZzb cY¨‡K †m `„wó‡KvY †_‡K bv †`‡L wKQzUv wfbœ `„wó‡KvY
†_‡K †`Lv nq| evRviRvZKi‡Yi cwifvlvq bZzb cY¨ ej‡Z bZzb D™¢vweZ cY¨| evRv‡i cÖPwjZ c‡Yï
bevqb A_ev †Kvb †Kv¤úvbxi cY¨mvwi‡Z †h cY¨ wQjbv Zv ms‡hvRb‡K †evSvq| G A‡_© cY¨mvwii
MfxiZv e„w×I bZzb cY¨ Dbœqb e‡j we‡ewPZ nq|
Dc‡ii Av‡jvPbv †_‡K Avgiv bZzb cY¨‡K wZbfv‡e mnvqZv Ki‡Z cvwi-
* cÖ_gZt †h c‡Yï c~‡e© †Kvb Aw¯—Z¡ wQjbv, G‡Kev‡iB cÖ_gev‡ii g‡Zv evRv‡i Avwef©ve n‡q‡Q
Zv‡K bZzb cY¨ ejv †h‡Z cv‡i| mvaviYZ G ai‡bi cY¨ G‡Kev‡iB bZzb nIqvq G c‡Yï †Kvb
weKí cY¨ evRv‡i _v‡K bv| †hgb- K¨vÝvi †iv‡Mi GLv‡bv †Kvb ¯’vqxfv‡e wbivgqx f¨vw·b
Avwe®K…Z nqwb| hw` GLb G ai‡bi †Kvb f¨vw·b evRv‡i Av‡m Z‡e Zv‡K Avgiv bZzb cY¨ eje|
* wØZxqZ t evRv‡i cÖPwjZ †Kvb c‡Yï †Kvb ai‡bi cwieZ©b ev cwigvR©b‡K Avgiv bZzb cY¨ ej‡Z
cvwi| †hgb- eZ©gvb evRv‡i †h jv· mvevb Av‡Q Zvi is, AvKvi, gvb, g~j¨, †gvoK BZ¨vw`
cwieZ©b K‡i hw` evRv‡i Qvov nq Zv‡K Avgiv bZzb cY¨ ej‡Z cvwi|
* Z…ZxqZ t GKwU †Kv¤úvbx hw` Zvi Rb¨ mvwi‡Z bZzb †Kvb cY¨ ms‡hvRb K‡i Zv‡KI bZzb cY¨ ejv
hv‡e| evRv‡i _vKv m‡Z¡I H †Kv¤úvbxi Rb¨ cY¨wU bZzb| †hgb- evRv‡i A‡bK ai‡bi mvevb ev
ej‡cb Av‡Q| Ggb †Kvb †Kv¤úvbx hw` bZzb bvg w`‡q mvevb ev ej‡cb ˆZix K‡i evRviRvZ K‡i
Z‡e †mwU †m †Kv¤úvbxi Rb¨ bZzb cY¨|
bZzb cY¨ Dbœqb †KŠkj (New Product Development Process)

Avgiv Rvwb †h †µZvi cQ›`, iywP I Pvwn`v cÖwZwbqZB cwieZ©b n‡”Q| d‡j †µZvi Pvwn`v I evRv‡i
cÖwZ‡hvwMZvq wU‡K _vKvi Rb¨ cÖ‡Z¨K †Kv¤úvbx‡KB me mgq bZzb cY¨ evRv‡i Dc¯’vcb Ki‡Z nq|
bZzb cY¨ wVK g‡Zv D™¢veb K‡i evRviRvZ Ki‡Z cvi‡j †Kv¤úvbx †hgb jvfevb nq †Zgwb †µZvi
Pvwn`v g‡Zv cY¨ D™¢veb Ki‡Z bv cvi‡j eëmvq ¶wZi m¤§ywLb n‡Z nq|
eo eo cÖwZôvb¸‡jv‡Z `yB GKRb eë¯’vcK‡K D™¢ve‡bi `vwqZ¡ †`qv nq| Avevi GB Kv‡Ri Rb¨
Avjv`v wefvM, GgbwK A‡bK †¶‡Î we‡kl UxgI `vwqZ¡ cÖvß n‡Z cv‡i| GB mKj e¨w³ ev wUg M‡elYvi
gva¨‡g bZzb bZzb cY¨ D™¢ve‡bi Rb¨ †Póv K‡i _v‡Kb| mvsMVwbK `vq `vwqZ¡ wVK nevi ci cÖK…Z
D™¢ve‡bi Kv‡R nvZ w`‡Z nq| Avgiv bZzb cY¨ D™¢veb cÖwµqv‡K AvUwU ch©v‡q fvM Ki‡Z cvwi|
ch©vq¸‡jv wb‡gœ ms‡¶‡c Av‡jvPbv Kiv n‡jv-

weweGm †cÖvMÖvg
1. bZzb cY¨ aviYv m„wó (New Product Idea Generation) t bZzb cY¨ aviYv m„wói ga¨ w`‡q bZzb cY¨
Dbœq‡bi ïiy| weµqagx©, †µZv, cvBKvix I LyPbv cÖwZôvb, M‡elYv ms¯’v, miKvix ev †ckv`vix
M‡elYvMvi, cÖwZ‡hvMx cY¨, Avwe®‹viK cÖf„wZ Drm n‡Z cY¨ aviYv cvIqv †h‡Z cv‡i| cY¨
D™¢ve‡bi c~‡e© †Kvb bv †Kvb fv‡e GKwU aviYvi m„wó n‡Z nq| aviYv m„wó bv K‡i cY¨ D™¢veb
Kiv Am¤¢e|
2. aviYv evQvB Kiv (Idea Serening) t wewfbœ Drm †_‡K cvIqv me aviYvB GKwU cÖwZôv‡bi Rb¨
mgvbfv‡e Kvh©Ki bvI n‡Z cv‡i| GB ¯—‡i wewfbœ aviYvi g‡a¨ †_‡K GKwU †Kv¤úvbxi Rb¨
me©‡kªô aviYvwU‡K †e‡Q wb‡Z nq| Gi Rb¨ D³ cÖwZôvb ev †Kv¤úvbx evRv‡i c‡Yï Pvwn`v,
cÖwZôv‡bi Avw_©K mvg_©, cÖhyw³MZ myweav BZ¨vw`| we‡ePbv K‡i me‡P‡q MÖnY †hvM¨ aviYvwU‡K
wbe©vPb K‡i Ab¨ aviYv¸‡jv ev` w`‡Z n‡e|
3. aviYv Dbœqb Ges Afx¶Y (Concept Development and Testing) t GB ¯Í‡i wbe©vwPZ aviYv‡K cY¨
aviYvq Dbœqb Ki‡Z n‡e| aiv hvK GKwU †Kv¤úvbx Kjg Drcv`b Ki‡Z Pvq †m †¶‡Î D³
†Kv¤úvbx‡K GB ¯Í‡i H Kj‡gi GKwU wWRvBb ˆZix Ki‡Z n‡e Ges M‡elYvMv‡i H cY¨
wKfv‡e †µZvi Kv‡Q AviI AvKl©Yxq Kiv hvq Zvi Rb¨ cix¶v-wbix¶v Ki‡Z n‡e|
4. evRviRvZKiY †KŠkj wba©viY (Marketing strategy Development) t bZzb c‡Yï evRviRvZKiY
†KŠkj wba©vi‡Yi mgq wZbwU ¯Íi wewkó †KŠkj wba©viY Kiv nq| cÖ_g AskwU‡Z j¶¨ wbw`©ó
evRvi, cwiKwíZ cY¨ Ae¯’vb, weµq, evRvi Ask Ges cÖ_g K‡qK eQ‡ii gybvdv j‡¶ï eY©bv
_v‡K| evRviRvZKiY †KŠkj wee„wZi wØZxq As‡k cY¨wUi cwiKwíZ g~j¨, eÈb Ges cÖ_g
eQ‡ii R‡b¨ evRviRvZKiY ev‡RU †`Lv‡bv nq Ges Z…Zxq As‡k cwiKwíZ `xN©‡gqv`x weµq,
gybvdv j¶¨ Ges evRviRvZKiY wgkªY †KŠk‡ji eY©bv _v‡K|
5. eëmvq we‡kølY (Business Analysis) t GLv‡b †hŠw³K fv‡e we‡kølY K‡i †`Lv nq †h GB bZzb
cY¨wU Av‡`ŠI jvfRbK n‡e wKbv| GLv‡b g‡b ivLv Riyix †h eëmvq we‡kølY Kivi mgq †Kvb
cÖKvi Av‡e‡Mi ekeZx© bv n‡q AZ¨šÍ mZK©Zvi mv‡_ †Kv¤úvbxi mvg_©| c‡Yï ‰ewkó¨vejx,
evRv‡ii m¤¢vebv Dbœqb| gybvdv Kiv hv‡e wKbv GB welq¸‡jvi cÖwZ we‡kl g‡bv‡hvM w`‡Z n‡e|
6. cY¨ Dbœqb (Product Development) t G ch©v‡q aviYv‡K ev¯Í‡e iƒc †`qv nq| A_©vr ¯^í cwim‡i
wbw`©ó ‰ewkó¨ I wWRvB‡bi cY¨ GB ch©v‡q Drcv`b Kiv nq Ges cix¶vg~jK fv‡e evRv‡i †Q‡o
†`qv nq|
7. cix¶vg~jK evRviRvZKiY (Test Marketing) t G ¯Í‡i G‡m cY¨wU †µZviv wKfv‡e MÖnY Ki‡Q
ev †µZviv c‡Yï g‡a¨ wK wK mywea ev Amyweav †eva Ki‡Q Zv Ly‡R †ei Kivi †Póv Kiv nq|
A_©vr cix¶vg~jK evRviRvZKiY n‡”P cY¨wU †µZvi Kv‡Q KZUv MÖnY‡hvM¨ n‡Z cv‡i Zv Ly‡R
†`qvi GKwU ev¯Íe †KŠkj|
8. evwYwR¨KxKiY (Commercialization) t GUv n‡”Q bZzb cY¨ Dbœq‡bi me©‡kl avc|
cix¶vg~jKfv‡e GKwU cY¨ evRv‡i Qvovi ci evRvi hw` †m cY¨‡K MÖnY K‡i †bq Zvn‡j Zv‡K
evwYwR¨K wfwË‡Z Drcv`b K‡i evRv‡i †Q‡o †Ìqv nq| GLv‡b †h welq¸‡jv we‡ePbv Kiv nq
Zv n‡jv- KLb cY¨wU Qvo‡Z n‡e| †Kv_vq Qvo‡Z n‡e, Kv‡Ri D‡Ïk¨ Qvo‡Z n‡e Ges wKfv‡e
Qvo‡Z n‡e|

cv‡VvËi g~j¨vqb
mwVK DËiwU‡Z wUK () wPnè w`b
1| bZzb cY¨ ej‡Z wK eySvq?
(K) c‡Yï c~‡e© Aw¯’Z¡ wQjbv (L) evRv‡i _vKv m‡Ë¡I †Kv¤úvbxi Rb¨ cY¨wU bZzb
(M) cwiewZ©Z ev cwigvwR©Z cY¨ (N) Dc‡ii me¸‡jv mwVK
2| bZzb cY¨ Dbœq‡b wK cÖ‡qvRb?

(K) †hvMvb (L) M‡elYv
(M) e¨vcK cwiwPwZ (N) Dc‡ii †KvbwU bq|
3| bZzb cY¨ evwYwR¨KxKi‡Yi c~‡e© wK cÖ‡qvRb?

(K) cix¶vg~jK evRviRvZKiY (L) weµq cÖmvi
(M) c‡Yï RxebP‡µi aviYv (N) Dc‡ii †KvbwU bq|

weweGm †cÖvMÖvg
c‡Yï Rxeb Pµ (Product Life Cycle)
D‡Ïk¨
c‡Yï Rxeb Pµ Av‡jvPbv Ki‡Z cvi‡eb|
c‡Yï Rxeb P‡µi wewfbœ ¯Í‡i evRviRvZKiY †KŠkjmg~n eY©bv Ki‡Z cvi‡eb|
welqe¯‘
c‡Yï RxebPµ (Product life cycle) :
gvby‡li †hgb RxebPµ Av‡Q †Zgwb civšÍ Rxeb Pµ Av‡Q| bZzb cY¨ evRv‡i Pvjy K‡i, eë¯’vcbv
c‡Yï `xN© Ges myLx Rxeb Kvgbv K‡i| hwÌ mvivRxeb a‡i cY¨wU weµq n‡e Ggb †KD Avjv`v K‡i
bv, Zey eë¯’vcbv Zvi mg¯Í mvg_© e¨q Ges SzuwK MÖn‡Yi e`‡j cY¨wU †_‡K GKUv fvj gybvdv †c‡Z Pvq|
eë¯’vcbv G e¨vcv‡i AeMZ †h, cÖ‡Z¨K c‡Yï GKwU RxebPµ Av‡Q| Z‡e H Rxeb P‡µi ev¯Íe
AvK…wZ Ges ˆ`N©¨ c~e© †_‡K Rvbv _v‡K bv| wb‡gœ wP‡Îi mvnv‡h¨ GKwU mPviPi `„ó c‡Yï RxebPµ
ms‡¶‡c Av‡jvPbv Kiv n‡jv-
1. m~Pbv (Introduction) t hLb GKwU cY¨ evwYwR¨K fv‡e evRv‡i †Q‡o †`qv nq ZLb H c‡Yï
RxebPµ ïiy nq Ges Zvi cÖ_g ¯Íi‡K e‡j m~Pbv ev Introduction ¯Íi| G ¯Í‡i cY¨ evRv‡i
†KejgvÎ Qvov nq e‡j weµ‡qi cwigvY ZZ †ekx nq bv| evRv‡i bZzb cY¨ Qvovi e¨q A‡bK
e‡j G ¯—‡i gybvdvi †Zgb †Kvb Aw¯ÍZ¡ _v‡K bv|
2. cÖe„w× (Growth) t c‡Yï gvj P‡µi GwU n‡jv wØZxq ch©vq| GB ch©v‡q cY¨wUi wewµ Av‡¯Í
Av‡¯Í evo‡Z _v‡K| GB ¯Í‡i e¨vcK cÖmvi Kvh©µ‡gi d‡j †µZviv cY¨wU m¤ú‡K© A‡bK wKQz
†R‡b hvq| d‡j wewµi cwigvY e„w×i mv‡_ mv‡_ gybvdvi cwigvYI e„w× †c‡Z _v‡K| †h‡nZz GB
¯Í‡i gybvdvi cwigvY e„w× cvq d‡j cÖwZ‡hvwMivI mgRvZxq ev weKí cY¨ wb‡q evRv‡i Dcw¯’Z
nq|
wPÎ t c‡Yï Rxeb Pµ
3. c~Y©Zv cÖvwß (Maturity) t GB ¯ÍiwU me c‡Yï Rb¨B AZ¨šÍ ¸iyZ¡c~Y© †Kbbv GLv‡b wewµ Ges
gybvdvi cwigvY me©vwaK nq| Z‡e weµq e„w×i nvi GLv‡b cÖe„w× (Growth) ch©vq †_‡K wKQzUv
nv‡i Kg nq| KviY cÖe„w× ch©v‡q †h mKj cÖwZ‡hvMx cÖwZ‡hvwMZvq bv‡g Zv G ch©v‡q LyeB mwµq
n‡q I‡V| d‡j cÖwZ‡hvwMZv wZeª †_‡K wZeªZi n‡Z _v‡K Ges GKUv ch©v‡q wewµi cwigvY †e‡o
Zv Avevi wbgœgyLx n‡Z _v‡K|

4. A‡avMwZ (Decline) t GwU c‡Yï Rxeb P‡µi me©‡kl ¯Íi| A‡a©vMwZ ej‡Z wewµ I gybvdvi
cwigvY wbgœ gywL nIqv‡K †evSvq| Z…Zxq ¯Í‡ii †kl w`‡K Avgiv †`‡LwQ, †h weµq wa‡i wa‡i
K‡g hvq| GLv‡b Zv AviI ¯úó n‡q †`Lv †`q| d‡j GB ¯Í‡ii †k‡l weµq I gybvdv †b‡g
Ggb ch©v‡q P‡j Av‡m hLb Zvi gybvdv Kivi g‡Zv Ae¯’v _v‡K bv|
c‡Yï Rxeb-Pµ †KŠkj (Product life cycle Statery)

Rxeb Pµ GKwU Pjgvb cÖwµqv| wewfbœ ch©v‡qi g‡a¨ w`‡q AwZevwnZ nIqvB n‡”Q Rxe‡bi wbqg| GB
wbqg‡K †Kvb fv‡eB A¯^xKvi Kiv hvq bv| Avgiv c~‡e©i Av‡jvPbvq †`‡LwQ †h ¯^vfvweK fv‡e cÖ‡Z¨KwU
cY¨‡KB 4wU ¯Íi AwZµg Ki‡Z nq wKš‘ evRviRvZKvix hw` mvwe©K fv‡e evRv‡i cY¨ Dc¯’vcb Ki‡Z
e¨_© nq Zvn‡j H cY¨wU Zvi ¯^vfvweK RxebPµ †_‡K wQU‡K co‡Z cv‡i| ZvB GKwU cY¨ †hb Zvi
RxebPµ mdjZvi mv‡_ †kl Ki‡Z cv‡i †mB j‡¶¨ evRviRvZKvix‡K RxebP‡µi wewfbœ ¯Í‡i wewfbœ
ai‡bi †KŠkj Aej¤^b Ki‡Z nq| Rxeb P‡µi wewfbœ ch©v‡q †h mKj †KŠkj MÖnY Kiv †h‡Z cv‡i GLb
Avgiv †m¸‡jvi Dci Av‡jvKcvZ Ki‡ev|
K. m~Pbv ev cÖeZ©b ch©vq I evRviRvZKiY †KŠkj (Introduction stase and Marketing Strategy) t
cÖ_gev‡ii gZ GKwU cY¨ evRv‡i Qvo‡j cÖeZ©b ch©v‡qi m~Pbv nq| GLv‡b evRviRvZKiY wgkª‡Yi
Dcv`vbmg~n‡K we‡ePbvq †i‡L GKwU cÖwZôvb myweavgZ †KŠkj wb‡q AMÖmi nq|
GB ch©v‡q GKwU cÖwZôvb Pvi ai‡bi †KŠk‡j †h †Kvb GKwU‡K MÖnY Ki‡Z cv‡i| GB †KŠkj¸‡jv
n‡”Q-
`ªyZ †Q‡K‡bqvi †KŠkj (Rapid skimming strategy)
ax‡i †Q‡K †bqvi †KŠkj (Slow skimming strategy)
`ªyZ cÖ‡ek †KŠkj (Rapid penetration strategy)
ax‡i cÖ‡ek †KŠkj (Slow penetration strategy)
`ªyZ †Q‡K †bqv t GB †KŠk‡j AwaK g~‡j¨ cY¨ evRv‡i Qvov n‡e| GLv‡b cY¨‡K cwiwPZ Kiv‡bv
Ges mybvg e„w×i Rb¨ me©vwaK cÖPv‡ii eë¯’v Kiv nq| cÖPv‡ii Rb¨ cÖPzi UvKv cqmv e¨q nq|
wZbwU Abygv‡bi Dci wfwË K‡i cÖwZôvb¸‡jv GB †KŠk‡ji Rb¨ AMÖmi nq|
* evRv‡ii A‡bK †µZv cY¨wU m¤ú‡K© Rv‡b bv|
* hviv c‡Y¨ m¤ú‡K© Rvb‡Z cvi‡e ZvivB cY¨wU wKb‡e- `vg hv-B †nvK bv †Kb|
* cÖwZ‡hvMx‡ì cY¨ evRv‡i Avmvi Av‡M cÖwZôvb MÖvnK‡ì Zvi wb‡Ri c‡Yï cÖwZ Af¨¯— K‡i
wb‡Z cvi‡j cieZx©‡ZI MÖvnK GB cY¨ wKb‡e|
ax‡i †Q‡K †bqv t GB †KŠk‡jI c‡Yï g~j¨ †ewk a‡i cY¨‡K evRv‡i Qvov nq| Z‡e GLv‡b cÖPv‡ii
KvR ax‡i ax‡i Kiv nq| cÖPv‡ii Rb¨ †ewk LiP bv K‡i cY¨ wewµ †_‡K gybvdvi cwigvY evov‡bvi
†Póv P‡j| ax‡i †Q‡K †bqvi †KŠkj ZLbB djcÖm~ n‡e hLb-
* evRvi mxwgZ AvqZ‡bi nq
* evRv‡ii weivU Ask cY¨ m¤ú‡K© Rv‡b
* hviv wKb‡e Zviv D”P `v‡gB wKb‡e
* cY¨wU Lye GKUv cÖwZ‡hvwMZvi gy‡LvgywL nq bv|
`ªyZ cÖ‡ek †KŠkjt GLv‡b c‡Yï `vg aiv nq Kg wKš‘ cÖPvi Pvjv‡bv nq †ewk| D‡Ïk¨ n‡”Q Kg
mg‡q me©vwaK cwigv‡Y wewµ Kiv| wewµi cwigvY †ewk n‡j, cÖwZ GK‡K gybvdv Kg n‡jI †mB
gybvdvi cwigvY †e‡o hvq|

weweGm †cÖvMÖvg
GB †KŠkj Aej¤^‡b mgq g‡b Kiv nq †h-
* evRviwU AvqZ‡b †ek eo
* †µZviv cY¨wU m¤ú‡K© Kg Rv‡b
* †µZviv `v‡gi e¨vcv‡i ms‡e`bkxj
* cÖwZ‡hvwMZvi m¤§yLxb nIqvi m¤¢vebv †ewk
* Drcv`b evo‡j GKK cÖwZ Drcv`b LiP Kg‡e|
ax‡i cÖ‡ek †KŠkj t GLv‡b `vg †hgb Kg ivLv nq †Zgwb cÖPv‡ii R‡bÏ LiP Kiv nq Kg| `vg
Kg †i‡L MÖvnK‡ì cÖfvweZ K‡i †ewk cwigv‡Y wewµ KivB n‡”Q Gi D‡Ïk¨| cÖPv‡ii Rb¨ LiP Kg
Kivi †cÖw¶‡Z g‡b Kiv nq †h, `ªe¨wU †_‡K †ek gybvdv Avm‡e| GB †KŠkj ZLbB dj`vqK nq
hLb-
* evRviwU AvqZ‡b †ek eo nq
* cY¨ m¤ú‡K© †µZviv Rv‡b
* `v‡gi e¨vcv‡i †µZviv ms‡e`bkxj
* wKQz cwigvY cÖwZ‡hvwMZvi AvksKv _v‡K
L. cÖe„w× ch©vq (Growth stase and Marketing strategy)

GB ch©v‡q c‡Yï wewµ evo‡Z _v‡K| d‡j cÖwZ‡hvMx cÖwZôvb¸‡jv Zv‡ì cY¨ wb‡q evRv‡i Dcw¯’Z nq|
wewµ evovi Kvi‡Y Drcv`‡bi cwigvY †e‡o hvq| d‡j, cÖwZ GK‡K LiP K‡g Av‡m Ges gybvdv e„w×
cvq| cÖe„w×‡K a‡i ivLvi Rb¨ G ch©v‡q wKQz c`‡¶c †bqv jv‡M| G¸‡jv n‡”Q-
c‡Yï gvb evov‡bv Ges êwPÎ Avbqb
bZzb bZzb GjvKvq evRvi m¤cÖmviY
bZzb wef³ evRv‡ii As‡k cÖ‡ek
e›Ub cÖYvjx‡Z cwieZ©b Avbqb
weÁvc‡bi gva¨g I cÖK…wZ ch©v‡jvPbv Ges cÖ‡qvR‡b cwieZ©b Avbv
Ae¯’v ey‡S c‡Yï g~j¨ wKQzUv Kwg‡q †`qv BZ¨vw`|
M. cyY©Zv cÖvwßi ch©vq (Product Modification)

GB ch©v‡q cÖwZôvbmg~n mvaviYZ c~Y©Zv cÖvß cY¨wU †Q‡o bZzb c‡Yï w`‡K g‡bvwb‡ek K‡i| †KD †KD
c~Y©Zv cÖvß cY¨wU wb‡qI fve‡Z cv‡i| ZLb Zviv wb‡gœ ewY©Z †KŠkj Aej¤^b Ki‡Z cv‡i-
evRvi cwigvR©b (Market Modification)
cÖPvi I cÖ‡ivPYvi gva¨‡g bZzb eënviKvix m„wó Kivi †Póv Pvjv‡Z cv‡i| bZzb †Kvb evRv‡ii As‡k
cÖ‡ek Kivi †Póv Ki‡Z cv‡i|
cY¨ cwigvR©b (Product Modification)
c~Y©Zvi ch©v‡q †KD †KD cY¨‡K Ggbfv‡e AvKl©Yxq K‡i †Zv‡j hv‡Z bZzb †µZv Gi cÖwZ AvK…ó
nq| eZ©gv‡b †µZvivI bZzb K‡i Drmvn cvq| c‡Yï ¸Yv¸Y, gvb, êwkó¨ I ÷vB‡j cwieZ©b G‡b
GUv Kiv m¤¢e|
evRviRvZKiY wgkªY cwigvR©b (Marketing Mix Modification)
cY¨ wgkª‡Yi Dcv`vb¸‡jvi cÖwZ bRi w`‡qI †KD †KD †Póv K‡ib hv‡Z weµq e„w×i e¨vcviwU eRvq
_v‡K|

N. A‡avMwZ ch©vq (Decline stase and Marketing strategy)

cÖe„w× ch©v‡qi ci AwaKvsk c‡Yï wewµi cwigvY µgvš^‡q Kg‡Z _v‡K| GB ch©v‡q †hme c‡Yï
Ae¯’v Lye Lvivc †m¸‡jv‡K Avjv`v K‡i ch©v‡jvPbv K‡i †`Lv hvq †h, †Kb GiKg n‡”Q| GLv‡b
†KD †KD cY¨‡K cybte‡j ejxqvb (Revitalized) Kivi †Póv K‡i _v‡Kb| †Kvb †Kvb cÖwZôvb
A‡avMwZ m¤úbœ cY¨ wb‡q Lye GKUv bv †f‡e bZzb c‡Yï w`‡K g‡bvwb‡ek K‡i _v‡K|
cv‡VvËi g~j¨vqb
mwVK DËiwU‡Z wUK (√) wPý w`b-
1. mKj c‡Yï RxebPµ Av‡Q Ges GB Pµ me c‡Yï †ejvqB GKB iKg nq| GB e³e¨wU wK mZ¨?
K. AvswkK mZ¨ L. cy‡ivcywi mZ¨
M. cy‡ivcywi AmZ¨ N. Dc‡ii †KvbwU wVK bq|
2. GKwU c‡Yï mwZ¨Kvi RxebPµ KLb ïi“ nq?
K. aviYv Dbœq‡bi ch©v‡q L. aviYv evQvB ch©v‡q
M. cix¶vg~jK evRviRvZKiY ch©v‡q N. evwYwR¨KxKiY ch©v‡q|
3. evwYwR¨KxKiY‡K RxebP‡µi †Kvb& ch©v‡qi mv‡_ Zzjbv Kiv hvq?
K. cÖeZ©b L. cÖe„w×
M. c~Y©Zv N. A‡avMwZ|
4. AwaK g~‡j¨ cY¨ evRv‡i †Q‡o AwaK cÖPv‡ii eë¯’v wb‡j †mUv Kx ai‡bi †KŠkj?
K. `ªyZ cÖ‡ek L. ax‡i cÖ‡ek
M. `ªyZ QvKv N. ax‡i QvKv|
5. c‡Yï `vg Kg Ges cÖPviI Kg GB Ae¯’vq evRv‡ii AvqZb wK iKg nIqv PvB?
K. †QvU L. eo
M. gvSvwi N. †h †Kvb iKg|

weweGm †cÖvMÖvg
iPbvg~jK cÖkœvejx
1| cY¨ Kv‡K e‡j? c‡Yï †kªYxwefvM Kiyb| †fvM¨cY¨ I wkíc‡Yï cv_©K¨ Av‡jvPbv Kiyb|
2| bZzb c‡Yï msÁv w`b| bZzb cY¨ Dbœqb †KŠkj e¨vL¨v Kiyb|
3| c‡Yï RxebPµ Av‡jvPbv Kiyb| c‡Yï RxebP‡µi wewfbœ¯Í‡i evRviRvZKiY †KŠkj mg~n e¨vL¨v
Kiyb|
msw¶ß cÖkœvejx
1| †mev wK?
2| †mevi êwkó¨mg~n Av‡jvPbv Kiyb|
3| †fvM¨cY¨ I wkícY¨ ej‡Z wK eySvq?
4| bZzb cY¨ wK?
5| c‡Yï RxebPµ wK?
6| c‡Yï RxeP‡µi m~Pbv ch©v‡qi †KŠkj¸‡jv wK wK?
DËigvjv
cv‡VvËi g~j¨vqb-1 t 1.(N), 2. (M), 3. (L)
cv‡VvËi g~j¨vqb-2 t 1.(N), 2.(L), 3. (K)
cv‡VvËi g~j¨vqb-3 t 1.(M), 2.(N), 3.(K), 4.(M), 5.(L)|

BDwbU
9
g~j¨ wba©viY bxwZ I †KŠkj
Pricing Policies and Strategies
f‚wgKv
cY¨g~j¨ wba©viY evRviRvZKvixi Rb¨ GKwU we‡kl P¨v‡jÄ †Kbbv †fv³vi Kv‡Q g~j¨ Aek¨B MÖnY‡hvM¨
n‡Z n‡e| ZvB g~j¨ wba©vi‡Y evRviRvZKvix we‡kl mZK©Zv Ges †KŠkj Aej¤^b K‡ib| GB BDwb‡U
g~j¨ wba©vi‡Yi hveZxq Z_¨ Av‡jvPbv Kiv n‡q‡Q| GB BDwb‡U †gvU `yBwU cvV i‡q‡Q| cÖ_g cv‡V g~j¨
m¤ú‡K© aviYv, Gi D‡Ïk¨ Ges g~j¨ wba©vi‡Y †hme welq cÖfve †d‡j Zv‡ì m¤^‡Ü we¯ÍvwiZ Av‡jvPbv
Kiv n‡q‡Q| wØZxq cv‡V cY¨ gyj¨ wba©vi‡Yi wewfbœ c×wZ I †KŠkj¸‡jv we¯ÍvwiZ Av‡jvPbv Kiv n‡q‡Q|
weweGm †cÖvMÖvg
c vV 1 cY¨g~j¨ wba©viY (Pricing Products)
D‡Ïk¨
5 g~j¨ ej‡Z Kx eySvq Zv ej‡Z cvi‡eb
5 cY¨ g~j¨ wba©vi‡Yi D‡Ïk¨vejx eY©bv Ki‡Z cvi‡eb
5 cY¨ g~j¨ wba©vi‡Yi Dci cÖfve we¯ÍviKvix Dcv`vbmg~n wPwýZ Ki‡Z cvi‡eb|
g~‡jï cÖK…wZ (Nature of Price)

mvaviYZ †Kvb cY¨ ev †mevi `vg‡K Avgiv H c‡Yï ev †mevi g~j¨ e‡j _vwK| A_©vr †µZv I we‡µZv hLb ì
Klv wKw¯—i gva¨‡g †Kvb cY¨ ev †mevi GKwU `vg ev g~j¨gvb w¯’i K‡i Zv‡K g~j¨ e‡j| wdwjc KUjvi g~‡jï
msÁvq e‡jb †h, Òg~j¨ n‡”Q GKUv cY¨ ev †mevi Rb¨ avh©K…Z A‡_©i cwigvY (Price is the amount of
money charged for a product or service-Philip Kotler) G wel‡q DBwjqvg †R ÷¨vbU‡bi aviYv n‡”Q
ÒWjvi, †m›U ev Ab¨ †Kvb Avw_©K wewbgq gva¨g-G cÖKvwkZ g~j¨gvb‡K g~j¨ e‡jÓ (Price is value
expressed in term of dollars and cents or any other monetary medium of exchange-
William J. Stanton). GKRb †fv³v GKUv cY¨ †fv‡Mi gva¨‡g ev †Kvb †mev MÖn‡Yi gva¨‡g †h myweav †cj
Zvi wewbg‡q †h cwigvY A_© `vZv‡K cÖ`vb K‡i Zv‡K g~j¨ e‡j|
cY¨g~j¨ wba©vi‡Yi D‡Ïk¨vejx (Pricing Objectives)

cÖwZwU eëmvq cÖwZôv‡bi g~j j¶¨ ev D‡Ïk¨ n‡”Q †µZvi mšÍwó weavb I Zvi wewbg‡q gybvdv AR©b, GKwU
cÖwZôv‡bi eZ©gvb I fwel¨‡Zi j¶¨ ev D‡Ïk¨ wK Zvi Dci A‡bKvs‡kB g~j¨ wbf©ikxj| Avevi mKj cÖwZôvbB
GKB D‡Ïk¨ c‡Yï g~j¨ wba©viY K‡i bv| D‡Ï‡kï †¶‡Î †hgb Zv‡ì g‡a¨ wfbœZv Av‡Q, †ZgbB wewfbœ cÖKvi
D‡Ï‡kï mgb¦‡qi †¶‡ÎI wfbœZv Av‡Q| Z‡e wbw`©ó D‡Ïk¨ ev j¶¨ Av‡Q hv mKj cÖwZôv‡bi †¶‡ÎB cÖ‡hvR¨|
wb‡¤œ GKwU cÖwZôvb mvaviYZ †h D‡Ïk¨ wb‡q g~j¨ wba©viY K‡i Zv ms‡¶‡c Av‡jvPbv Kiv n‡jv t
1| gybvdv m‡e©v”PKiY (Maximize Profit) t Avgiv c~‡e©B Av‡jvPbv K‡iwQ †h cÖvq mKj eëmv cÖwZôv‡bi
g~j D‡Ïk¨ n‡”Q gybvdv me©vwaKiY| cY¨ g~j¨ wba©vi‡Yi †¶‡Î hZUzKz m¤¢e gybvdv AR©b Kivi D‡Ïk¨
we‡klfv‡e we‡eP¨| j¶¨ wn‡m‡e gybvdv m‡e©v”PKiY AwaKvsk eëmvqx‡ì cQ›`| G‡¶‡Î c‡Yï g~j¨ †ewk
ivLv nq|
2| cÖwZ‡hvwMZv †gvKv‡ejv ev cÖwZnZ Kiv (Meet or Prevent Competition) t mKj eëmv
cÖwZôv‡b‡KB Zvi cÖwZ‡hvwM‡ì †gvKv‡ejv Ki‡Z wewfbœ mg‡q wewfbœ ai‡bi g~j¨ †KŠkj MÖnY Ki‡Z nq|
3| evRvi †kqvi e„w× Kiv ev A¶zYœ ivLv (Maintain or Increase Market Share) t †QvU ev eo me
cÖwZôv‡biB GKwU ¸iyZ¡c~Y© D‡Ïk¨ n‡”Q †h †Kvb Dcv‡q evRvi †kqvi A¶zYœ ivLv Ges m¤¢e n‡j Zv e„w×
Kiv| cÖwZôvb‡K cÖ_‡g KZUzKz evRvi eZ©gv‡b Zvi c‡Yï `L‡j Zv w¯’i Ki‡Z n‡e| hw` †m †`‡L †h,
eZ©gvb evRvi AvKvi Zvi Rb¨ h‡_ó, Zv n‡j †m cY¨ g~j¨ Ggbfv‡e wVK Ki‡e hv‡Z Zvi evRvi wewNœZ bv
nq| Avi hw` evRvi e„w× Kivi cÖ‡qvRb †eva nq, Zvn‡j cÖwZôvb †m †gvZv‡eK cY¨g~j¨ w¯’i Ki‡e|
4| j¶¨w¯’Z gybvdv AR©b (Achieve Target Profit) t mvaviYZ gybvdv AR©‡bi GKgvÎ gva¨g n‡”Q g~j¨|
ZvB g~j¨ w¯’i Kivi Av‡M wVK K‡i †bqv nq †h, Kx cwigvY gybvdv AR©b Kiv n‡e| A_©vr wba©vwiZ gybvdvi
j¶¨ AR©b cY¨g~j¨ wba©vi‡Yi cÖavb D‡Ïk¨|
BDwbU bq c„ôv-138
c‡Yï g~j¨ wba©vi‡Y cÖfvewe¯ÍviKvix Dcv`vbmg~n

(Factors Influencing Price Determination)
†Kvb ai‡bi Qvo †`qvi c~‡e© Drcv`b ¯’‡j GKUv c‡Yï †h g~j¨ Zv‡K †eBm cÖwnm ev wfwË g~j¨ e‡j|
cÖwZ‡hvwMZvg~jK cÖwZwµqv (Competitie Reactions) t

eZ©gvb I m¤¢ve¨ cÖwZ‡hvwMZv we‡ePbv c‡Yï g~j¨ wba©vi‡Yi †¶‡Î LyeB ¸iyZ¡c~Y©| †h me †¶‡Î gybvdvi m¤¢vebv
D¾¡j Ges mn‡R cÖ‡ek Kiv hvq, †m me c‡Yï fwel¨r cÖwZ‡hvwMZv cÖej n‡Z cv‡i| ZvQvov, mgRvZxq cY¨,
weKí cY¨ BZ¨vw` †_‡KI cÖwZ‡hvwMZv Av‡m| GB cÖwZwµqv we‡ePbvq G‡b cY¨ gyj¨ w¯’i Kiv DwPZ Zv bv n‡j
evRvi †_‡K DrLvZ n‡q hvIqvi m¤¢vebv _v‡K|
c‡Yï cÖK…wZ (Nature of the Products) t

Kx ai‡bi cY¨, cYÜv bZzb A_ev cyivZb, c‡Yï eënvi êwkó¨ Kx BZ¨vw` Ab¨vb¨ A‡bK êwkó¨ we‡ePbv K‡i
c‡Yï g~j¨ wba©viY Kiv ìKvi| wkí cY¨ I †fvM¨cY¨ `y'ai‡bi êwkó¨hy³ weavq g~j¨ wba©vi‡Yi †¶‡ÎI wfbœ
welq we‡ePbv Kiv nq| Avevi †fvM¨c‡Yï g‡a¨ bvbv iK‡gi cY¨ Av‡Q| cÖ‡Z¨‡Ki †¶‡Î wfbœ wfbœ `„wófw½
eënvi K‡i g~j¨ wba©viY Kiv nq|
Drcv`b ev µq LiP (Cost of Production or Buying) t

c‡Yï Drcv`b e¨q ev c‡Yï µqg~j¨ c‡Yï g~j¨ wba©vi‡Yi gyL¨ we‡eP¨| †Kbbv c‡Yï g~‡jï gva¨‡g GB e¨q
wbe©vn Ki‡Z bv cvi‡j cÖwZôvb †jvKmv‡b c‡o hv‡e| GB e¨‡qi mv‡_ gybvdv †hvM K‡i mvaviYZ weµqg~j¨ avh©¨
Kiv nq| ZvB Drcv`b e¨q ev µq e¨q Rvbv LyeB ¸iyZ¡c~Y©|
A_©‰bwZK Ae¯’v (Economic Conditions) t

†`‡ki A_©‰bwZK Ae¯’v cÖejfv‡e c‡Yï g~j¨ wba©viY‡K cÖfvweZ K‡i| ZvB gy`ªvùxwZ, mg„w× ev g›`v, my‡ì nvi
BZ¨vw` A_©‰bwZK Dcv`vb we‡ePbvq G‡b c‡Yï g~j¨ wba©viY Kiv ìKvi| †Kbbv, GB Ae¯’v c‡Yï g~j¨gvb,
†µZv Dcjwä I m‡e©vcwi Drcv`b e¨q‡K cÖfvweZ K‡i|
miKvix wewaweavb (Govt. Regulations) t

cY¨g~j¨ wba©vi‡Yi mgq miKvix wewa-weavb we‡ePbvq Avbv ìKvi| †Kvb AvBbMZ evaëvaKZv _vK‡j ev miKvix
bxwZi cwicwš’ n‡j ev Ab¨ †Kvb wewa hv g~j¨‡K cÖfvweZ Ki‡Z cv‡i Zv we‡ePbv Kiv ìKvi|
GB me Dcv`vb we‡ePbv Kivi g~j D‡Ïk¨ n‡”Q Ggb GKUv c‡Yï g~j¨ w¯’i Kiv hv †µZv‡ì Kv‡Q MÖnY‡hvM¨
n‡e| †mB mv‡_ †`‡ki A_©mvgvwRK I AvBbMZ †cÖ¶vc‡U cÖ‡qvM‡hvM¨ n‡e| c‡Yï g~j¨ wba©vi‡Yi mvgwMÖK a¨vb-
aviYvi ¯^”Q Dcjwä cÖ‡Z¨K Drcv`K ev we‡µZvi Rb¨ Avek¨K| GB aviYv wb‡q †m cÖK…Z c‡Yï g~j¨ wba©viY
Ki‡e| c‡Yï gyj¨ wba©vi‡Yi c×wZ m¤ú‡K© ZvB Avgv‡ì cieZx© Av‡jvPbv|
cv‡VvËi g~j¨vqb
ˆbe©¨w³K cÖkœ
mwVK DË‡ii cv‡k (√) wPý w`b|
1| g~j¨ ej‡Z wb‡Pi †KvbUv eySvq?
(K) cY¨ ev †mevi †h †Kvb g~j¨gvb (L) cY¨ ev †mevi avh©K…Z g~j¨gvb
(M) cY¨ ev †mevi avh©K…Z Avw_©K g~j¨gvb (N) cY¨ ev †mevi e¯ÍMZ g~j¨gvb|
weweGm †cÖvMÖvg
2| c‡Yï g~j¨ wba©viY Kivi KviY Kx?

(K) j¶¨w¯’Z gybvdv AR©b (L) g~j¨ w¯’wZkxj ivLv
(M) evRvi e„w× ev A¶zYœ ivLv (N) Dc‡ii me K'wU|
3| c‡Yï g~j¨ wba©vi‡Yi GKUv cÖavb D‡Ïk¨ n‡”Q-

(K) cÖwZ‡hvwMZvq bv _vKv (L) cÖwZ‡hvwMZv †gvKv‡ejv Kiv
(M) cÖwZ‡hvwMZv †_‡K cjvqb Kiv (N) Dc‡ii †KvbwUB cÖavb D‡Ïk¨ bq|
4| c‡Yï g~j¨ wba©viY Kiv ¸iyZ¡c~Y© ejv nq GB Rb¨ †h-

(K) cY¨ g~j¨ GKUv evRviRvZKiY Dcv`vb (L) cY¨ g~j¨ Av‡qi cÖavb Drm
(M) cY¨ g~j¨ evRviRvZKiY KvR mnR K‡i (N) Dc‡ii †KvbUvB mwVK bq|
5| c‡Yï g~j¨ wba©vi‡Yi we‡eP¨ welq wn‡m‡e wb‡Pi †KvbwU D‡jøL Kiv hvq bv-
(K) c‡Yï is I myevm (L) c‡Yï cÖK…wZ
(M) c‡Yï eÈb cÖYvjx (N) c‡Yï Pvwn`v|
c‡Yï g~j¨ wba©viY c×wZ

c vV 2
(Methods of Pricing Products)
D‡Ïk¨
5 g~j¨ wba©viY c×wZi cÖKvi¸‡jv ej‡Z cvi‡eb
5 cY¨-g~j¨ wba©vi‡Yi wewfbœ c×wZi eY©bv Ki‡Z cvi‡eb
5 bZzb c‡Yï g~j¨ wba©viY †KŠkj eY©bv Ki‡Z cvi‡eb|
wØ-PjKwewkó wPÎ
`xN©w`b a‡i bvbv cÖwZôvb bvbv c×wZ‡Z Zv‡ì c‡Yï wfwËg~j¨ cÖwZôv K‡i‡Q| GB c×wZ¸‡jv we‡kølY Ki‡j
Zv‡ì‡K wZbUv †kªYx‡Z wef³ Kiv hvq| GB wZbUv G¨v‡cÖvP ev `„wófw½ n‡jv-
* e¨q wfwËK `„wófw½ ev G¨v‡cÖvP (Cost basd princing)
* †µZv wfwËK `„wófw½ ev G¨v‡cÖvP (Value based Princing)
* cÖwZ‡hvwMZv wfwËK `„wófw½ ev G¨v‡cÖvP (Competition based Pricing)
GB wZbwU `„wófw½i g‡a¨ mvaviY KZK¸‡jv c×wZ Av‡Q| †hgb- e¨q-wfwËK `„wófw½i g‡a¨ †h g~j¨ wba©viY
c×wZ¸‡jv c‡o Zv n‡jv hy³e¨q g~j¨, mg‡”Q` we‡kølY wfwËK g~j¨ Ges j¶¨w¯’Z gybvdv g~j¨| Avi †µZv wfwËK
`„wófw½i g‡a¨ c‡o DcjwäK…Z g~j¨gvb g~j¨| GQvov, cÖwZ‡hvwMZvwfwËK `„wófw½i g‡a¨ c‡o Pjgvb nvi g~j¨ I
mxjK…Z g~j¨| GKUv wP‡Îi mvnv‡h¨ c‡Yï gyj¨ wba©vi‡Yi wewfbœ `„wófw½i GKUv mgwb¦Ziƒc †`Lv‡bv n‡jv| G
†_‡K Avcwb GK bR‡i c×wZ¸‡jv †`L‡Z cv‡eb| Gevi Zvn‡j G‡K G‡K c×wZ¸‡jv Av‡jvPbv Kiv hvK-
j¶¨w¯’Z gybvdv c×wZ
g~j¨wfwËK `„wófw½ hy³ e¨q c×wZ
mg‡”Q` we‡klY
- c×wZ
g~j¨ wba©viY c×wZ †µZvwfwËK `„wófw½ Dcjwe×K…Z g~j ¨ c×wZ
cÖwZ‡hvwMZvwfwËK Pjgvb nvi c×wZ

`„wófw½
mxjK…Z ì c×wZ
1| g~j¨ wfwËK `„wófw½ (Cost-Based Pricing)

GB `„wófw½‡Z c‡Yï g~j¨ wba©vi‡Y cYÜv Drcv`b Ki‡Z I evRviRvZ Ki‡Z †h e¨q Kiv n‡q‡Q Zvi wfwË‡Z
c‡Yï g~j¨ w¯’i Kiv nq| GLv‡b c‡Yï Rb¨ K…Z e¨qB c‡Yï g~j¨ wba©vi‡Yi wfwË wn‡m‡e KvR K‡i| ZvB GB
G¨v‡cÖv‡P cÖ_‡gB Rvb‡Z n‡e Drcv`b I Ab¨vb¨ Avek¨Kxq e¨q KZ Kiv n‡q‡Q| Zvi mv‡_ wba©vwiZ gybvdv †hvM
weweGm †cÖvMÖvg
K‡i c‡Yï g~j¨ wba©viY nq| GB `„wófw½‡Z wZbUv c×wZ Av‡Q hv Av‡MB D‡jøL Kiv n‡q‡Q| GLb c×wZ¸‡jv
we¯ÍvwiZ Av‡jvPbv Kie hv‡Z Avcwb c×wZ¸‡jv cwi®‹vifv‡e ü`q½g Ki‡Z cv‡ib|
(K) LiP †hvM K‡i gyj¨ wba©viY (Cost-Plus Pricing) t g~j¨ wba©vi‡Yi mnRZg c×wZ n‡”Q LiP †hvM K‡i
g~j¨ wba©viY| G‡¶‡Î Drcv`b Li‡Pi mv‡_ cwiwgZ gvK©Avc †hvM K‡i g~j¨ avh© Kiv nq| †hgb KÝUªvKkb
†Kv¤úvwb¸‡jv Kv‡Ri †UÛvi Rgv †`qvi mgq cÖK‡íi †gvU Li‡Pi mv‡_ gybvdv wn‡m‡e cwiwgZ gvK©Avc a‡i g~j¨
cÖ¯Íve K‡i| †ckv`vwi cÖwZôvb¸‡jv mvaviYZ Zv‡ì Li‡Pi mv‡_ gvK©Avc †hvM K‡i g~j¨ wba©viY K‡i _v‡K|
A‡bK we‡µZv e‡j †bq hv LiP co‡e Zvi mv‡_ wbw`©ó cwigv‡Y gvK©Avc †hvM K‡i g~j¨ wba©viY Kiv n‡e|
gvK©Avc g~j¨ wba©viYwU e¨vL¨vi R‡b¨ GKwU mvevb Drcv`bKvixi LiP Ges cÖZ¨vwkZ wewµi cwigvY wb¤œiƒct
cwieZ©bkxj LiP 10 UvKv
¯’vqx LiP 3000,00 UvKv
cÖZ¨vwkZ weµ‡qi cwigvY 50,000 (BDwbU)
Drcv`bKvixi cÖ‡Z¨KwU mvev‡b LiP co‡e t
BDwbU LiP = cwieZ©bkxj LiP +
300000
= 10 + 50000 = 16 UvKv
GLb aiv hvK Drcv`bKvix weµ‡qi Dci 20% nv‡i gvK©Avc †c‡Z Pvq| G‡¶‡Î Drcv`bKvixi cÖwZwU mvev‡bi
gvK©Avc g~j¨ n‡e t
BDwbU LiP 16 aJTJ
gvK©Avc g~j¨ = 1-weµ‡qi Dci cÖZ¨vwkZ KraJet = (1-0.2) = 20 UvKv
Drcv`bKvix wWjvi‡ì wbKU †_‡K cÖ‡Z¨KwU mvevb 20 UvKvq weµq Ki‡e Ges cÖwZ GK‡K 4 UvKv K‡i gybvdv
Ki‡e| Gici wWjvi Zvi gvK©Avc †hvM K‡i mvev‡bi g~j¨ wba©viY Ki‡e| hw` wWjvi Zvi weµ‡qi Dci 50%
wiUvY© †c‡Z Pvq Zvn‡j Zv‡ì gvK©Avc g~j¨ n‡e 40 UvKv (20 UvKv + 40 UvKvi 50%)| Li‡Pi Dci G
gvK©Av‡ci cwigvY 100% (20 UvKv)|
(L) mg‡”Q` we‡kølY (Breakeven Analysis) t mg‡”Q` n‡jv Ggb GKUv wgjb¯’j †hLv‡b †gvU Avq I
†gvU e¨q mgvb| A_©vr †Kvb jvfI †bB, †jvKmvbI †bB| GB c×wZ‡Z evRvi Pvwn`v I c‡Yï e¨q Dfq
Dcv`vbB g~j¨ wba©vi‡Yi wfwË wn‡m‡e eënvi Kiv nq| mg‡”Q` we‡køl‡Yi cÖv_wgK c`‡¶c n‡”Q mg‡”Q` we›`y
wba©viY Kiv| mg‡”Q` we›`y n‡”Q Ggb cwigvY cY¨ ev c‡Yï msL¨v †hLv‡b weµqjä Avq †gvU e¨‡qi mgvb nq|
Z‡e G‡¶‡Î GKUv weµqg~j¨ Abygvb K‡i wb‡Z nq| GB Kvi‡Y wewfbœ weµq g~j¨ n‡j mg‡”Q` we›`yI wewfbœ
n‡e| GB mg‡”Q` we›`yi Dci cY¨ weµq n‡j gybvdv n‡e, Avi Gi wb‡P cY¨ weµq n‡j †jvKmvb n‡e|
1200 †gvU Avq
1000
†QvU LiP
800
mg‡”Q` we›`y
600
400
200 ¯’vqx LiP
0 10 20 30 40 weµq GKK (nvRv‡i)
wPÎ t mg‡”Q` we›`y
Dc‡ii wP‡Î †`Lv‡bv n‡q‡Q Kxfv‡e †iLvi gva¨‡g mg‡”Q` †ei Kiv nq| †gvU Avq †iLv hv ïbv Avq †_‡K ïiy
n‡q‡Q Zv †gvU e¨q †iLv‡K †h we›`y‡Z †Q` Ki‡e H we›`y n‡jv mg‡”Q` we›`y| GB we›`yi †mvRvmywR wb‡P GKUv
†iLv Uvb‡j †gvU Drcv`b †iLvi †h weµq Ki‡j cÖwZôv‡bi †Kvb jvfI n‡e bv ¶wZI n‡e bv| Gici hv weµq
n‡e Zv †_‡K †Kej cwieZ©bkxj e¨q ev` w`‡j evKxUv me jvf|
(M) j¶¨w¯’Z gybvdv c×wZ (Target Profit Pricing) : c‡Yï g~j¨ wba©vi‡Yi GB c×wZ‡Z mg‡”Q` we‡kølY
eënv‡ii gva¨‡g c‡Yï g~j¨ w¯’i Kiv nq| GB c×wZ‡Z †Kv¤úvwb cÖ_‡g w¯’i K‡i †h, †m wewb‡qv‡Mi Dci
kZKiv KZ nv‡i gybvdv jvf Ki‡e| GB jvf ms‡hvRb K‡i c‡Yïg~j¨ wVK Ki‡e| Zvici GB g~‡j¨ cY¨ wewµ
K‡i H j¶¨w¯’Z gybvdv AR©b n‡j KZ msL¨K cY¨ Aek¨B weµq Ki‡Z n‡e Zv w¯’i Ki‡e|
2| †µZv-wfwËK g~j¨ wba©viY (Buyer-Based Pricing)

AwaK msL¨vq †Kv¤úvwb AvRKvj cY¨‡K †fv³v KZUzKz g~jëvb e‡j cÖZ¨¶ K‡i Zvi wfwË‡Z c‡Yï g~j¨ wba©viY
Av‡Q| ÔcviwmfW f¨vjy' g~j¨ wba©vi‡Y we‡µZvi LiP bq Ges †µZv wKfv‡e cY¨wUi f¨vjy m¤ú‡K© cÖZ¨¶ Ki‡Q
ZvB cÖvavb¨ cvq|
3| cÖwZ‡hvwMZv wfwËK g~j¨ wba©viY (Competitive Pricing)
GUv eûj cÖPwjZ `„wófw½| G‡¶‡Î †`Lv nq cÖwZ‡hvwMZvq wU‡K _vK‡Z n‡j KZ `vg ivLv hvq| G‡¶‡Î c‡Yï
e¨q ev †µZv‡ì B”Qv †KvbUvB we‡ePbv Kiv nq bv| Z‡e mivmwi bv n‡jI c‡iv¶fv‡e GB we‡ePbv Av‡Q| Z‡e
we‡ePbvi mgq cÖwZ‡hvwMZvq wU‡K _vKvi kZ©| GB `„wófw½‡Z `y'ai‡bi c‡Yï g~j¨ wba©viY c×wZ Av‡Q| GB
c×wZ `y'†Uv n‡jv-
(K) Pjgvb nvi c×wZ (Going Rate Pricing)
(L) mxjK…Z ì c×wZ (Sealed Bid Pricing)
c×wZ `y'†Uv Gevi Av‡jvPbv Kiv hvK|
(K) Pjgvb nvi c×wZ (Going Rate Pricing)
GB c×wZ‡Z Ab¨ cÖwZ‡hvMxiv †h `v‡g cY¨ weµq Ki‡Q †m `vg‡K wfwË a‡i wbR c‡Yï g~j¨ w¯Íi Kiv nq|
G‡¶‡Î †Kv¤úvwb ev cÖwZôvb cÖwZ‡hvMx `v‡gi mgvb, Dc‡i ev wb‡P wbR c‡Yï `vg w¯’i Ki‡Z cv‡i| †QvU
cÖwZôvb¸‡jv eo †Kv¤úvwb¸‡jv‡K †ewk AbymiY K‡i| GB ai‡bi eo †Kv¤úvwb¸‡jv‡K †bZv wn‡m‡e wPwýZ
Kiv nq| Giv hLb g~j¨ cwieZ©b K‡i, ZLb †QvU cÖwZôvb¸‡jvI Zv‡ì c‡Yï g~j¨ cwieZ©b K‡i|
GB Pjgvb nvi g~j¨ wba©viY c×wZ GB Kvi‡Y fv‡jv †h, Gi d‡j g~j¨ hy× eÜ nq I mw¤§wjZ cÖÁv cÖKvwkZ
nq| †Kbbv mevB GKB cY¨ g~j¨ AbymiY K‡i| d‡j GKUv hyw³hy³ gybvdv mevB jvf Ki‡Z cv‡i| GKB
wk‡íi Aš—M©Z mKj cÖwZ‡hvMxi g‡a¨ GB ai‡bi cY¨-g~j¨ wba©viY Ki‡Z †`Lv hvq|
(L) mxjK…Z ì c×wZ (Sealed-Bid Pricing)

GB ai‡bi g~j¨ c×wZ mvaviYZ cÖwZ‡hvwMZvg~jKfv‡e hLb g~j¨ cÖ`vb Ki‡Z nq ZLb eënvi Kiv nq| GB
c×wZ‡Z cÖwZ‡hvMx Kx g~j¨ w`‡Z cv‡i, Zvi Abygv‡bi wfwË‡Z c‡Yï g~j¨ w¯’i Kiv nq| G‡¶‡Î wbR c‡Yï
e¨q ev Pvwn`v †KvbUvB we‡ePbvq Avbv nq bv| GLv‡b †Kv¤úvwb ev cÖwZôvb K›Uªv± ev Pyw³Uv †c‡Z Pvq|
†m‡¶‡Î Zv‡K Ab¨ cÖwZôv‡bi †P‡q Kg `vgB w`‡Z n‡e| mvaviYZ †Kvb KvR cvIqvi Rb¨ †UÛvi ev ìcÎ
Rgv †`qvi mgq GB c×wZ‡Z c‡Yï g~j¨ w¯’i Kiv nq|
weweGm †cÖvMÖvg
bZzb c‡Yï g~j¨ wba©viY †KŠkjmg~n

Now-Product Pricing Strategies
1. be cÖewZ©Z c‡Yï g~j¨ wba©viY (Pricing an Innovative Product)
†c‡U›U msiw¶Z cÖK…Z be cÖewZ©Z c‡Yï Rb¨ †Kv¤úvwb evRv‡i mi †Zvjv bxwZ bxwZ ev evRv‡i †XvKv bxwZ
AbymiY Ki‡Z cv‡i|
evRv‡ii mi-†Zvjv g~j¨ †KŠkj (Market-Skimming Pricing)

bZzb cY¨ cÖeZ©bKvix †Kv¤úvwb Zv‡ì c‡Yï R‡b¨ D”P g~j¨ avh© K‡i Ges evRv‡ii Av‡qi miUzKz Zz‡j †bq|
Polaroid GB me-†Zvjv g~j¨ avh©Kvix‡ì Ab¨Zg| GB †Kv¤úvwbi cÖ_g Zvr¶wYK K¨v‡giv evRv‡i Qv‡o ZLb
hZ`~i m¤¢e m‡e©v”P g~j¨ avh© K‡i †Q‡owQj KviY bZzb K¨v‡givwU‡Z Awc©Z myweav ZLb ch©šÍ evRv‡i Pvjy †Kvb
K¨v‡givq wQj bv| AZGe †h Aí msL¨K †µZv GB myweavwU †c‡Z PvBZ Zv‡ì GB m‡e©v”P g~j¨ †`qv Qvov Dcvq
wQj bv| A_©vr D”P g~‡j¨ evRv‡ii GKwU wefv‡M K¨v‡givwU Pvjy KivB Spectra Gi D‡Ïk¨ wQj| cÖv_wgK
weµ‡qi cwigvY Kg‡Z _vK‡j ZLb †Kv¤úvwbwU g~j¨ Kgvq Ges cieZx© g~j¨ ms‡e`bkxj evRvi wefv‡Mi R‡b¨
K¨v‡givwU‡K AvKl©Yxq K‡i †Zv‡j| bZzb Spectra K¨v‡givi †¶‡ÎI Polaroid GB A¨v‡cÖvPwU eënvi K‡iwQj|
c~e©Zb K¨v‡givwUi cÖvq wØ¸Y `v‡g Spectra evRv‡i Qvov nq| GK ePi ci, †Kv¤úvwbwU Spectra K¨v‡givi
Av‡iv mnR I Kg `vwg ms¯‹iY evRv‡i Qv‡o hv bZzb evRvi wefv‡Mi R‡b¨ Dc‡hvMx nq| Gfv‡e Polaroid
evRv‡ii wewfbœ wefv‡Mi mi Zz‡j m‡e©v”P cwigvY Avq K‡i|
2. evRv‡ii †XvKv g~j¨ †KŠkj (Market-Penetration Pricing) t

†QvU LiP jvfRbK evRvi wefv‡Mi mi-†Zvjvi D‡Ï‡k¨ D”P g~j¨ avh© Kivi e`‡j wKQy wKQy †Kv¤úvwb m~Pbv c‡e©
evRv‡i Mfx‡i `ªyZ cÖ‡e‡ki R‡b¨ Kg g~j¨ avh© K‡i| Gi D‡Ïk¨ n‡”Q `ªyZ cÖPyi msL¨K †µZv‡K AvKl©Y Kiv Ges
e„nËi evRvi Ask `Lj wbwðZ Kiv| Texas Instruments (TI) evRv‡i †XvKv gyj¨ wba©viYKvix‡ì Ab¨Zg|
TI eo ai‡bi KviLvbv ¯’vcb K‡i, h_vm¤¢eKg gyj¨ avq K‡i| e„nËi evRvi Ask Rq K‡i| LiP Kgv‡bvi †Póv
K‡i, LiP K‡g †M‡j Av‡iv g~j¨ n«vm K‡i| wKQy wKQy †Kv¤úvwb GB †KŠkjwU AbymiY K‡i, †ewk cwigv‡Y weµ‡qi
R‡b¨ Zviv Kg g~j¨ avh© K‡i ev evÆv †`q| weµq e„w×i mv‡_ mv‡_ Zv‡ì LiP K‡g Av‡m, ZLb Zviv Av‡iv Kg
`v‡g cY¨ w`‡Z cv‡i| KZ¸‡jv kZ©vax‡b evRv‡i †XvKv g~j¨ †KŠkjwU djcÖm~ nq| evRviwU AZ¨šÍ g~j¨
ms‡e`bkxj n‡Z n‡e hv‡Z Kg g~‡j¨ D”P evRv‡i cÖe„w× wbwðZ nq| weµq e„w×i mv‡_ mv‡_ Drcv`b I e›Ub LiP
Aek¨B n«vm †c‡Z n‡e Ges wb¤œ g~j¨ †KŠkjwU cÖwZ‡hvMx‡ì `~‡i mwi‡q ivLvi R‡b¨ h‡_ó n‡e|
cv‡VvËi g~j¨vqb
ˆbe©¨w³K cÖkœ
1| c‡Yï g~j¨ wba©vi‡Y KqUv `„wófw½ mvaviYZ AbymiY Kiv nq?
(K) 1 Uv (L) 2 Uv
(M) 3 Uv (N) 4 Uv
2| mg‡”Q` we›`y †_‡K wK‡mi cwigvY Rvbv hvq?

(K) jvfRbK weµ‡qi
(L) †jvKmvb bvB Ggb weµ‡qi
(M) †gvU weµ‡qi Av‡qi
(N) jvf-†jvKmvb n‡e bv Ggb weµ‡qi cwigvY|
3| cÖwZ‡hvMxi g~j¨ Abymi‡Y cÖavb †h myweav Zv n‡jv-

(K) mn‡R evRv‡i cÖ‡ek Kiv hvq
(L) †Kn c‡Yï mv‡_ A‡nZzK Ø‡›`¡ Av‡m bv
(M) c‡Yï evRvi `‡i mw¤§wjZ cÖÁv cÖKvk cvq
(N) c‡Yï evRvi `‡i w¯’wZkxjZv Av‡m|
4| ïaygvÎ Drcv`b e¨q we‡ePbv Kiv nq †Kvb c×wZ‡Z-

(K) Pjgvb ì c×wZ
(L) DcjwäK…Z g~j¨ c×wZ
(M) hy³ e¨q c×wZ
(N) mxjK…Z ì c×wZ|
5| ïaygvÎ †µZv‡ì gZvg‡Zi wfwË‡Z †h cY¨-g~j¨ w¯’i nq Zv‡K e‡j-

(K) Pjgvb g~j¨
(L) DcjwäK…Z g~j¨
(M) mxjK…Z g~j¨
(N) cÖwZ‡hvMx g~j¨|
weweGm †cÖvMÖvg
iPbvg~jK cÖkœvejx
1| cY¨g~j¨ ej‡Z wK eySvq? cY¨g~j¨ wba©vi‡Yi D‡Ïk¨vejx Av‡jvPbv Kiyb| c‡Yï g~j¨ wba©vi‡Y cÖfve
we¯ÍviKvix Dcv`vbmg~n e¨vL¨v Kiyb|
2| c‡Yï wfwËg~j¨ wba©vi‡Yi wewfbœ `„wófw½ ev G¨v‡cÖvP¸‡jv m¤^‡Ü wek` Av‡jvPbv Kiyb|
msw¶ß cÖkœvejx
1| g~j¨ wK?
2| g~‡jï cÖK…wZ m¤^‡Ü Av‡jvPbv Kiyb|
3| ÒcY¨g~j¨ wba©vi‡Yi GKwU D‡Ïk¨ n‡”Q evRvi †kqvi e„w× KivÓ- welqwU e¨vL¨v Kiyb|
4| ÒcÖwZ‡hvwMZvg~jK cÖwZwµqv Ges †`‡ki A_©‰bwZK Ae¯’v c‡Yï g~j¨ wba©vi‡Yi cÖfve we¯Ívi K‡i|Ó GB
K_vwU e¨vL¨v Kiyb|
5| mg‡”Q` we‡kølY Ges j¶¨w¯’Z gybvdv g~j¨ wba©viY c×wZ `ywU Av‡jvPbv Kiyb|
6| bZzb c‡Yï g~j¨ wba©viY †KŠkj wnmv‡e evRv‡ii mi‡Zvjv g~j¨ †KŠkj e¨vL¨v Kiyb|
DËigvjv
cvV-1 t 1.(M) 2.(N) 3.(L) 4.(L), 5.(K)|
cvV-2 t 1.(M) 2.(N) 3.(M), 4.(M) 5.(L)|
BDwbU
10
eÈb cÖYvjx I ga¨¯’Kvievix
Distribution Channel and Middlemen
f~wgKv
eZ©gvb A_©‰bwZK eë¯’vq Drcv`‡Ki c‡¶ mivmwi †fv³vi wbKU cY¨ ‡cŠQv‡bv m¤¢eci bq| Pvwn`vi
mv‡_ mvgÄm¨ weavb K‡i Drcv`K Zvi cY¨ Drcv`b Ki‡Q| Drcv`K †h †Kvb cY¨ Drcv`b KiyK bv
†Kb Zvi cÖ_g wPšÍvi welq n‡jv wKfv‡e GB cY¨¸wj †fv³v‡ì nv‡Z †cŠQv‡bv hv‡e| ZvB Drcv`bKvix
Ges †fv³vi g‡a¨ †mZz eÜb iPbv Kivi Rb¨ Z…Zxq c‡¶i D™¢e N‡U| Z…Zxq c¶ wnmv‡e ga¨¯’Kvievix
wb‡Riv cY¨ Drcv`b K‡ibv ev cY¨ †fvMI K‡i bv| Giv mvaviYZ †fv³v‡ì Kv‡Q cY¨ mieivn Kivi
†¶‡Î ¯’vbMZ, mgqMZ, e¨w³MZ cÖwZeÜKZv `yi K‡i c‡Yï bZzb bZzb Dc‡hvM m„wó‡Z mnvqZv K‡i|
evRviRvZKiY cÖYvjx msµvšÍ wm×všÍ¸‡jv eë¯’vcbvi Rb¨ LyeB ¸iyZ¡c~Y©| †Kvb †Kv¤úvwbi eÈb msµvšÍ
wm×všÍ¸‡jv mivmwifv‡e Ab¨vb¨ evRviRvZKiY wm×v‡šÍi Dci cÖfve we¯Ívi K‡i| †Kvb †Kv¤úvwbi g~j¨
wbav©iY wbf©i K‡i cY¨wU wK e¨vcK wfwËK eÈb cÖYvjx‡Z Qvov n‡e bvwK DbœZgv‡bi wKQy †`vKv‡bi
gva¨‡g weµq Kiv n‡e| wWjvi†ì Rb¨ wK cigvY cÖwk¶Y, †cÖlYv I cÖ‡ivPbv cÖ‡qvRb n‡e Zvi Dci
wbf©i Ki‡e †Kv¤úvwbi weµqKgx© Ges weÁvcb msµvšÍ wm×všÍ| †gvU K_v eÈb cÖYvjxi MwZkxjZvi
Dci GKwU †Kv¤úvwbi mv_©KZv A‡bKvs‡k wbf©i K‡i| GUv LyeB ¸iyZ¡c~Y© GB Kvi‡Y †h
evRviRvZKi‡Yi Ab¨ PjK¸‡jv mn‡RB cwieZ©b Kiv ‡M‡jI GB PjKwUi cwieZ©b Lye e¨qeûj I Kó
mva¨| d‡j eë¯’vcK‡K eZ©gvb Ges fwel¨‡Zi evRviRvZKi‡Yi cwi‡ek we‡ePbv K‡i mZ©KZvi mv‡_
eÈb cÖYvjx wWRvBb Ki‡Z n‡e|
weweGm †cÖvMÖvg
eÈb cÖYvjxi cÖK…wZ

(Nature of Distribution Channel)
D‡Ïk¨

eÈb cÖYvjxi cÖK…wZ Ges Kvh©µg mg‡Ü Rvb‡Z cvi‡eb|
evRviRvZKi‡Y ga¨¯’Kvievixi ¸iyZ¡ Abyaveb Ki‡Z cvi‡eb|
eÈb cÖYvjxi cÖavb D‡Ïk¨mg~n m¤ú‡K© aviYv jvf Ki‡Z cvi‡eb|
eÈb cÖYvjxi MwZ cÖK…wZi aviv we‡kølY Ki‡Z cvi‡eb|
eÈb cÖYvjx Kx? (What is Distribution Channel)

Drcv`‡Ki wbKU †_‡K Pzovš— †fv³v ev eënviKvixi wbKU cY¨ †cŠQv‡bvi Kv‡R wb‡qvwRZ Ges c‡Yï
gvwjKvbv n¯ÍvšÍ‡ii ms‡½ RwoZ e¨w³ ev cÖwZôv‡bi mgwó‡K eÈb cÖYvjx ejv nq| Avm‡j cY¨ Drcvw`Z
nq †fv³vi †fv‡Mi Rb¨| ZvB Drcvw`Z cY¨ hZ¶Y ch©šÍ †fv³vi wbKU bv †cvuQvq ZZ¶Y ch©šÍ †fv³v
A_ev Drcv`K Kv‡iv D‡Ïk¨ c~Y© n‡e bv| A‡bK mgq Drcvw`Z cY¨ nvRvi nvRvi gvBj `y‡i eëüZ n‡q
_v‡K| Drcv`‡Ki c‡¶ cÖ‡Z¨K †fv³vi nv‡Z cY¨ †cvu‡Q †`qv m¤¢eci bq| ZvB Drcv`K‡K eÈb
cÖYvjxi mnvqZv wb‡Z nq| GB cÖms‡½ William J. Stanton e‡jb, A distiribution channel
consists of the set of the people and firms involved in the transfer of title to a product, as
the product moves from producer to ultimate consumer or business user. eÈb cÖYvjx‡K
evRviRvZKiY cÖYvjx wnmv‡eI AvL¨vwqZ Kiv n‡q _v‡K| eZ©gv‡b cÖwZ‡hvwMZvg~jK eëmvwqK cwi‡e‡k
eëmv‡qi mdjZv A‡bKvs‡k wbf©i K‡i m„ó eÈb cÖYvjxi Dci| eÈb cÖYvjx Av‡jvPbv †_‡K †`Lv hvq
†h, cÖ_gZ: eÈb cÖYvjx ‡fv³v Ges Drcv`‡Ki g‡a¨ †hvMm~Î ¯’vcb Ki‡Q| wØZxq: c‡Yï gvwjKvbv
n¯ÍvšÍi Ki‡Q Z…Zxq: wewfbœ c‡Yï Rb¨ wewfbœ cÖKvi eÈb cÖYvjx eëüZ n‡Z cv‡i PZ‚_©Z:
evRviRvZKi‡Yi mKj Dcv`v‡bi Dci eÈb cÖYvjx cÖfve we¯Ívi K‡i _v‡K Ges cÂgZ: eÈb cÖYvjx
n‡jv KZK¸‡jv ga¨¯’Kvievixi mgvnvi| wb‡gœ e›Ub cÖYvjxi GKwU g‡Wj †`Lv‡bv n‡jv|
Drcv`K cvBKvi LyPiv Kvievix ‡fv³v
D‡jøwLZ wPÎ Abyhvqx, Drcv`K cb¨ Drcv`b K‡i Ges †fv³vi µq Kv‡h©i gva¨‡g Zvi mgvwß n‡q _v‡K|
Drcv`‡Ki wbKU ‡_‡K cvBKvwi Kvievix cb¨ µq K‡i Ges cvBKvi‡ì wbKU †_‡K LyPiv KvievwiMY
cb¨ msMÖn K‡i| cwi‡k‡l LyPiv Kvievwi‡ì wbKU †_‡K mvaviY †µZviv cb¨ µq K‡i _v‡K| GBfv‡e
Drcv`K ‡_‡K †fv³vi Kv‡Q cb¨ ew›UZ nq| GB mvwe©K eë¯’v‡KB ejv nq e›Ub cÖvYvjx|
e›Ub cÖbvjxi D‡Ïk¨ / ¸iyZ¡ (Objectives/ Importance of Distribution Channel)

cY¨ eÈ‡bi mv‡_ RvwoZ e¨w³ ev cÖwZôv‡bi mgš^‡q eÈb cÖYvjx MwVZ n‡q _v‡K| Drcv`‡Ki Drcvw`Z
cY¨ †fv³v‡ì gv‡S eÈb Kiv n‡jv G‡ì GKgvÎ cÖavb `vwqZ¡| GQvov Av‡iv KZK¸‡jv D‡Ïk¨‡K
mvg‡b †i‡L cY¨ weµ‡q eÈb cÖYvjx eënvi n‡q _v‡K| eÈb cÖYvjxi mvaviY D‡Ïk¨mgyn wb‡gœ Av‡jvPbv
Kiv n‡jv|
1| ¯’vbMZ Dc‡hvM m„wó Kiv (To create place utility) t ¯’vbMZ Dc‡hvM m„wó‡Z eÈb cÖYvjx
¸iyZ¡c~Y© f~wgKv ivLv‡Q| e„n`vqZb Drc`‡bi d‡j †fv³v Ges Drcv`‡Ki g‡a¨ `yiZ¡ e„w× cv‡”Q|
BDwbU `k c„ôv-148
eÈb cÖYvjxi gva¨‡g c„w_exi GK cÖv‡šÍi Drcvw`Z cY¨ Ab¨ cÖv‡šÍi †fv³vi mn‡RB eënvi Ki‡Z
cvi‡Q| d‡j eÈ‡bi gva¨‡g ¯’vbMZ Dc‡hv‡Mi m„wó n‡”Q|
2| c‡Yï mnR cÖvwß wbwðZ Kiv (To make product available) t eÈb cÖYvjxi cÖavb D‡Ïk¨
n‡jv †fv³v †hb mwVK mg‡q mwVK cY¨wU †c‡Z cv‡i Zvi eë¯’v Kiv| cÖ‡qvRbxq gn~©‡Z ivRkvnxi
GKRb †µZvi c‡¶ XvKv A_ev fviZ †_‡K cY¨ msMÖn Kiv m¤¢eci bq| eÈb cÖYvjx †fv³v‡ì
Pvwn`v †gvZv‡eK cY¨wU †µZv‡ì mieivn K‡i _v‡K|
3| weµq e„w× Kiv (To Increase sales) t eZ©gv‡b c‡Yï cÖwZ‡hvwMZv e„w× cvIqvi Rb¨ Drcv`‡Ki
cÖavb mgm¨v n‡jv cY¨ weµq wb‡q| †mB Kvi‡Y Drcv`K †Póv K‡i `¶ eÈb eë¯’v cÖwZôvi Rb¨
hviv µgea©gvb cÖwZ‡hvwMZv †gvKv‡ejv K‡i cÖwZôv‡bi weµq e„w×‡Z ¸iyZ¡c~Y© f~wgKv cvjb Ki‡e|
4| eÈb e¨q n«vm Kiv (To reduce distribution costs) t ‡fv³vi wbKU me‡P‡q Kg Li‡P cY¨
†cŠuQv‡bv e›Ub cÖYvjxi Ab¨Zg D‡Ïk¨| myô eÈb eë¯’v cÖwZôv Ges eÈb cÖYvjx wbqš¿‡bi gva¨‡g
eÈb LiP A‡bKvs‡k Kgv‡bv m¤¢eci nq| evRviRvZKiY `¶Zv AR©‡bi gva¨‡g Lye Kg Li‡P
†fv³vi wbKU cY¨ †cŠuQv‡bv m¤¢e|
5| †mevi cwimi e„w× Kiv (To increase span of service) t ‡µZviv cY¨ µ‡qi cvkvcvwk A‡bK
ai‡Yi †mev Avkv K‡i| Drcv`‡Ki c¶ GB mKj †mev mieivn Kiv m¤¢eci bq| †h‡nZz eÈb
cÖYvjxi m`mïv †fv³v‡ì mv‡_ Nwbófv‡e RwoZ †m‡nZz Zviv †fv³v‡ì Pvwn`v, Avkv, AvKvsLv
we‡k- lb K‡i †mB fv‡e Zv‡ì Kvg¨ †mev mieivn K‡i _v‡K|
6| †µZvi AvbyMZ¨ AR©b (To achieve loyalty of customer) t c‡Yï cÖwZ †µZvi AvbyMZ¨ m„wó
eÈb cÖYvjxi Avi GKwU ¸iyZ¡c~Y© D‡Ïk¨| c‡Yï cÖvwß I cY¨ †mev gv‡bi Dci c‡Yï cÖwZ †µZvi
AvbyMZ¨ m„wó n‡q _v‡K| cÖYvjxi m`mïv †fv³v‡ì KvQvKvwQ Ae¯’vb K‡i e‡j c‡Yï cÖwZ ‡µZvi
AbyMZ¨ AR©‡b ¸iyZ¡c~Y© f~wgKv cvjb K‡i|
7| `ªyZ mieivn Kiv (Quick delivery) t cY¨ `ªyZ Ges Kvh©Ki fv‡e †fv³v‡ì wbKU †cŠuQv‡bvi Rb¨
eÈb cÖYvjx cÖwZôv Kiv n‡q _v‡K| GB Kvi‡Y cÖYvjxi m`mïv wewfbœ ¯’v‡b gRy`Ki‡Yi eë¯’v K‡i
_v‡K| cY¨ eÈb `ªyZZ¡i Kivi Rb¨ mviv †`‡k eÈb †bUIqvK© ˆZwi Kiv nq| A‡bK mgq gnv‡`k
wfwËK eÈb eë¯’v M‡o †Zvjv nq|
8| eëmvwqK mgš^q (Business co-ordination) t eëmvwqK Kvh©µg cwiPvjbvi Rb¨ Drcv`K‡K
wewfbœ wel‡qi g‡a¨ mgš^q mvaviY Ki‡Z nq| Drcv`‡Ki GKvi c‡¶ GB mgš^q m¤¢e bq|
Drcv`‡Ki c‡¶ cÖYvjxi m`m¨MY GB mgš^‡qi KvR K‡i _v‡K| wewfbœ c‡¶i mv‡_ †hvMv‡hv‡Mi
gva¨‡g Drcv`‡Ki eëmvwqK mgš^‡qi KvRwU eÈb cÖYvjxi m`m¨‡ì gva¨‡g m¤úvw`Z n‡q †_‡K|
9| cÖwZ‡hvwMZv e„w× (To increase competition) t eÈb cÖYvjxi m`mïv wewfbœ fv‡e cÖwZ‡hvwMZvi
m„wó Ki‡Q| cÖ‡Z¨K cÖYvjxi m`mïv Zv‡ì eªv‡Ûi evRvi MÖY‡hvM¨Zv e„w× Kiv‡Z Pvq| d‡j Zviv
†fv³v‡ì bvbv fv‡e cY¨ µ‡q DrmvwnZ K‡i| Ab¨ w`‡K Drcv`‡K bvbv ai‡Yi evRvi Z_¨
mieivn K‡i c‡Yï cÖwZ‡hvwMZvi cwi‡ek m„wó K‡i|
10| we¯Í…Z eÈb (Extensive distribution) t eÈb cÖYvjxi Avi GKwU D‡Ïk¨ n‡jv evRvi cwiwa
m¤cÖmviY Kiv| cÖwZ‡hvwMZvi mvd‡jï Rb¨ e„n`v‡qvZb Drcv`b eë¯’v M‡o Zzj‡Z nq| d‡j cY¨
weµ‡qi Rb¨ cÖ‡qvRb nq we¯Í…Z eÈb eë¯’v| AwaK msL¨K ga¨¯’Kvievix wb‡qv‡Mi gva¨‡g mn‡RB
evRvi `Lj I wbqš¿b Kiv m¤¢eci n‡q _v‡K|
weweGm †cÖvMÖvg
11| †fv³vi mš‘wU (Customer satisfaction) t ‡fv³v‡ì c‡¶ Drcv`‡Ki mv‡_ mivmwi †hvMv‡hvM
Kiv m¤¢eci nq bv| Drcv`‡Ki cÖwZwbwa wnmv‡e ga¨¯’KvievixMY KvR K‡i _v‡K| †µZvMY Zv‡ì
Afve, Awf‡hvM, Pvwn`v, AvKvsL¨v BZ¨vw` welq¸‡jv mivmwi eÈb cÖYvjxi m`m¨‡ì wbKU e¨³
K‡i| cÖYvjxi m`m¨MY myô mgvav‡bi gva¨‡g †µZv‡ì Av¯’v AR©‡b mg_© nq|
12| A_©‰bwZK AmsMwZ (Financial inability) t A‡bK mgq A‡bK eo eo †Kv¤úvwb Zv‡ì eÈ‡bi
†¶‡Î wewfbœ ai‡Yi mgm¨vi g‡a¨ c‡ob| we‡kl K‡i Drcvw`Z cY¨mg~n mivmwi evRviRvZKivi
mg_© A‡bK †Kv¤úvwbiB _v‡K bv| GB Ae¯’vq A‡bK ga¨¯’Kvievix †Kv¤úvwbi c‡Yï
evRviRvZKiY `vwqZ¡ wb‡q _v‡Kb| wb‡Ri Avw_©K AmsMwZZv `yi Kivi Rb¨ A‡bK †Kv¤úvwb eÈb
eë¯’vi mnvqZv wb‡q _v‡K|
13| cÖwZôv‡bi fveg„wZ© e„w× (To increase organization's image) t eÈb cÖYvjx eënv‡ii
¸iyZ¡c~Y© D‡Ïk¨ n‡jv cÖwZôv‡bi fveg„wZ© e„w× Kiv| eÈb cÖYvjx m`m¨‡ì AvPvi AvPiY, eënvi
Ges †mev cÖwZôv‡bi cÖ‡gvkb wnmv‡e KvR K‡i| eÈb cÖYvjxi m`m¨‡ì Kvh©vewj, `vwqZ¡, mgZv I
wek¦¯ÍZv BZ¨vwì gva¨‡g cÖwZôv‡bi MÖnY‡hvM¨Zv e„w× cvq Ges mv‡_ mv‡_ cÖwZóv‡bi fveg~wZ© e„w×
cvq|
evRviRvZKi‡Y ga¨¯’Kvievix eënv‡ii KviY

(Reasons of Using Intermediaries in Marketing)
Drcv`bKvixiv Zv‡ì weµq Kv‡Ri wKQy Ask ga¨¯’Kvievix‡ì wbKU †Q‡o †`q| Avevi wKQy ‡Kv¤úvwb
Zv‡ì cY¨ weµ‡qi cy‡iv welqUv ga¨¯’Kvix‡ì Kv‡Q w`‡q †`q| hwÌ ga¨¯’KvievixMY cY¨ Drcv`‡bi
mv‡_ RwoZ _v‡K bv Z_vwc cY¨ Drcv`‡bi †¶‡Î Zv‡ì ¸iyZ¡ Acwimxg| GKwU †`‡ki Drcv`K, †fv³v
Ges mgvR KvVv‡gv‡Z ga¨¯’Kvievix cÖZ¨¶ Ges c‡iv¶fv‡e cÖfve we¯Ívi K‡i _v‡K| ga¨¯’Kvievix‡ì
eënvi K‡i Drcv`KMY bvbvwea myweav cvq, hvi d‡j G‡ì cÖ‡qvRbxqZv ev ¸iyZ¡ memgq _v‡K| wb‡gœ
wewfbœ `„wó‡Kvb †_‡K GB welqwU Av‡jvPbv Kiv n‡jv|
1| Drcv`bKvixi `„wó‡Kvb †_‡K (From the view point of producers) t Drcv`b KvR cwiPvjbvi
†¶‡Î GKRb Drcv`K cÖvq †¶‡ÎB ga¨¯’Kvix‡ì Dci wbf©ikxj n‡q n‡o| ga¨¯’Kvievix‡ì gva¨‡g
Drcv`bKvix Zvi c‡Yï evRvi Z_¨ †hgb †µZvi evRvi Pvwn`v, cQ›`, AcQ›`, µq-¶gZv, cÖwZ‡hvMx
cY¨ BZ¨vw` m¤ú‡K© AeMZ _vK‡Z cv‡i| ga¨¯’Kvievixiv Drcv`bKvix‡K KL‡bv AMÖxg g~j¨, KL‡bv FY
w`‡q Drcv`b Kv‡h© g~jäb e„w×‡Z mnvqZv K‡i _v‡K| ZvQvov cY¨ weµ‡qi c~Y© `vwqZ¡ wb‡q Drcv`‡Ki
SzuwK A‡bKvs‡k jvNe K‡i _v‡K| cY¨ GK ¯’vb †_‡K Ab¨ ¯’v‡b n¯ÍvšÍ‡ii gva¨‡g ¯’vbMZ Dc‡hvM,
¸`vgRvZKi‡Yi gva¨‡g mgqMZ Dc‡hvM Ges µq weµ‡qi gva¨‡g ¯’Z¡MZ Dc‡hvM m„wó K‡i eÈb
cÖYvjx‡Z ¸iyZ¡c~Y© f~wgKv cvjb K‡i _v‡K| ga¨¯’Kvixiv Zv‡ì Kvh©KvVv‡gv wVK †i‡L c‡Yï eÈb LiP
Kwg‡q _v‡K hv Drcv`‡bi wgZe¨qxZv e‡q wb‡q Av‡b| GQvov ga¨¯’vKvievixiv Pvwn`v Ges †hvMv‡bi
g‡a¨ myôy mgš^‡qi gva¨‡g A_©‰bwZK fvimvg¨ i¶v K‡i _v‡K| GK ¯’v‡bi c‡Y¨ Pvwn`v †`Lv w`‡j Ab¨
DØ„Ë AÂj †_‡K cY¨ G‡b mgZv i¶v K‡i| bZzb cY¨ aviYv Ges bZzb cY¨ Dbœq‡bi e¨vcv‡i Giv
Drcv`K‡K wewfbœ fv‡e mvnvh¨ I mn‡hvwMZv Ki‡Q| evRv‡i cY¨ Ges g~j¨ msµvšÍ †Kvb RwUj mgm¨v
Ges Ab¨vb¨ eëmvwqK wel‡q Drcv`K hw` †Kvb mgm¨vi g‡a¨ _v‡K, ZLb ga¨¯’KvixMY wewfbœ ai‡Yi
civgk© cÖ`vb K‡i _v‡K| A‡bK mgq ga¨¯’KviKvix‡ì m„wókxj Kvh©µg, Kg©m~wP †Kv¤úvwbi cÖPviYvg~jK
KvR wnmv‡e wPwýZ n‡q _v‡K| d‡j ga¨¯’KviKvixMY eëmv‡qi †¶‡Î Zv‡ì ¸iyZ¡ cÖwZwôZ Ki‡Z
†c‡i‡Q| hvi Kvi‡Y Drcv`‡bi wbKU Zv‡ì ¸iyZ¡ Ges cÖ‡qvRbxqZv w`b w`b e„w× cv‡”Q|
2| †fv³v‡ì `„wó‡Kvb †_‡K (From the view point of consumer's)t GKRb Drcv`K cY¨
Drcv`b Ki‡jI †fv³viv g~jZt cY¨ msMÖn K‡i ga¨¯’KviKvix‡ì wbKU †_‡K| d‡j eëmv cÖwµqv‡Z
†fv³v‡ì me‡P‡q Kv‡Q gvbyl n‡jv ga¨¯’KviKvixiv| †µZviv †hgb Zv‡ì Afve Awf‡hvM, Pvwn`v, Avkv
AvKvsLv BZ¨vw` welq †hgb ga¨¯’vKviKvix‡ì wbKU cÖKvk Ki‡Z cv‡i †Zgwb ga¨¯’KviKvixMY
†µZv‡ì Pvwn`v Ges cQ›` Abyhvqx cY¨ mieivn Ki‡Z cv‡i| ga¨¯’KviKvixMY cÖavbZ evRv‡i g~j¨
wbqš¿Y K‡i _v‡K| †Kvb †Kvb mgq wewfbœ †¶‡Î ga¨¯’KviKvixMY evRv‡i K…wËg msKU m„wó Ki‡Z cv‡i
Avevi eÈb LiP Kwg‡q Ges eÈb cÖYvjx wbqš¿‡Yi gva¨‡g †fv³v‡ì Kg g~‡j¨ cY¨ mieivn Ki‡Z
cv‡i| GQvov evRv‡i bZzb bZzb cY¨ mieivn K‡i †fv³vi †fv‡Mi êwPÎ e„w× K‡i _v‡K hv Zv‡ì
RxebhvÎvi gvb‡K DbœZ Ki‡Z mnvqZv cÖ`vb K‡i| ga¨¯’KviKvixMY c„w_exi GK cÖv‡šÍi cY¨‡K Ab¨
cÖv‡šÍ †cŠ‡Q w`‡q †fv³v‡ì †fv‡Mi g‡a¨ MwZkxjZv wb‡q Avm‡Q| c‡Yï †fvM wbwðZ Ki‡Z †fv³viv
ga¨¯’vKvix‡ì Dci wbf©ikxj n‡q co‡Q| hvi Kvi‡Y evRviRvZKvixMY †Kvb g‡Z ga¨¯’Kvievix‡ì
D‡c¶v K‡i Pj‡Z cvi‡Q bv|
3| mgv‡Ri `„wó‡Kvb †_‡K (From the view point of society's)t evRviRvZKiY Kvh©µg e„w×i
mv‡_ mv‡_ ga¨¯’Kvievix‡ì msL¨v µgvMZfv‡e e„w× cv‡”Q| Gi gva¨‡g A‡bK †eKvi, wkw¶Z,
Aa©wkw¶Z †jv‡Ki Kg©ms¯’v‡bi my‡hvM m„wó n‡”Q| mgv‡R †eKvi mgm¨vi GKUv c_ mycÖwZwóZ n‡”Q|
wewfbœ mgq ga¨¯’KvixMY `vq MÖvnK wnmv‡e †kqvi I wW‡eÂvi weµq K‡i wk‡íi Rb¨ cÖ‡qvRbxq g~ja‡bi
†hvMvb w`‡q _v‡K| Drcv`‡bi cwi‡ek‡K myMg K‡i ga¨¯’KvixMY cY¨ Drcv`‡b MwZkxjZv wb‡q Av‡m
Ges cY¨ Drcv`b e„w×‡Z mnvqZv K‡i hv RvZxq Avq e„w×‡Z mnvqZv K‡i _v‡K| GQvov ga¨¯’KvixMY
mvgvwRK wewfbœ Kvh©µ‡g AskMÖnY K‡i mgvR Dbœq‡b h‡Zó f~wgKv ivL‡Q| eëmvwqK Kvh©µg
cwiPvjbvq mdj n‡q Zviv cÖPzi A_© m¤ú‡ì gvwjK n‡”Q Ges cieZx©‡Z Zviv bZzb eëmv‡qi Ges
Drcv`‡bi D‡Ï¨vM wb‡”Q hv mgv‡R wkí Dbœq‡bi c_‡K myMg Ki‡Q|
4| †jb‡`‡bi `„wó‡Kvb †_‡K (From the view point of transaction's)t eÈb cÖYvjx †jb‡`‡bi
msL¨v n«vmKi‡Yi †¶‡Î we‡kl f~wgKv cvjb K‡i| eÈb cÖYvjxi Afv‡e †jb‡`‡bi msL¨v A‡bK e„w×
cvq| wKfv‡e eÈb cÖYvjx †jb‡`‡bi msL¨v n«vm K‡i Zv wb‡gœi wP‡Îi mvnv‡h¨ †`Lv‡bv n‡jvt
wPÎ-K wPÎ-L
D ‡Zv D ‡fv
D ‡fv D g ‡fv
D ‡fv D ‡fv
wPÎ t eÈb cÖYvjx wKfv‡e †jb‡`‡bi msL¨v n«vm K‡i

Source: P. Kotler & G Armstrong, Principles of Marketing 9th Edition-432.
Dc‡i wP‡Î ÔKÕ As‡k †Kvb ga¨¯’Kvievix ev eÈb cÖYvjx †bB| ZvB GKRb Drcv`K‡K mKj †fv³vi
mv‡_ †hvMv‡hvM Ki‡Z n‡”Q| wZbRb Drcv`K‡K wZb Rb †fv³vi mv‡_ †gvU 9 evi †hvMv‡hvM Ki‡Z
n‡”Q| AY¨ w`‡K ÔLÕ As‡k eÈb cÖYvjxi mnvqZv †bqv n‡q‡Q| ZvB GLv‡b †hvMv‡hv‡Mi cwigvb n‡”Q
Kg| wZbRb Drcv`K gvÎ wZbevi eÈb cÖYvjxi mv‡_ †hvMv‡hvM Ki‡Q Ges Zvi †hvMv‡hv‡Mi RwUjZv
A‡bKvs‡k K‡g hv‡”Q| GBfv‡e ga¨¯’Kvievixiv †h KvR Drcv`bKvix Ges †fv³v Dfq‡K Aek¨B Ki‡Z
n‡Zv Zvi cwigvb Kwg‡q w`‡”Q|
weweGm †cÖvMÖvg
eÈb cÖYvjxi Kvh©vejx (Distribution Channel Functions)

cY¨ Drcv`‡bi mv‡_ A_ev cY¨ †fv‡Mi mv‡_ eÈb cÖYvjx RwoZ _v‡K bv| Z_vwc Drcv`KMY Ges
†fv³vMY wewfbœ fv‡e eÈb cÖYvjxi Dci wbf©ikxj n‡q c‡o| eÈb cÖYvjxi cÖavb KvR n‡jv †fv³v‡ì
Kv‡Q cY¨ †cŠu‡Q †`qv| GQvov eÈb cÖYvjx wewfbœ cÖKvi Dc‡hvM m„wó Ki‡Q| eÈb cÖYvjxi ¸iyZ¡c~Y©
Kvh©vejxmg~n wb‡gœ Av‡jvPbv Kiv n‡jvt
1| Z_¨ mieivn (Supplying information)t eÈb cÖYvjx‡Z Ae¯’vbKvix ga¨¯’eëmvqxiv evRvi
m¤ú‡K© hveZxq Z_¨ msMÖn I weZiY K‡i _v‡K| ga¨¯’eëmvqxiv Drcv`K Ges †µZv Dfq‡KB
Z_¨ mieivn K‡i _v‡K| evRviRvZKiY msµvšÍ Z_¨ mieivn Kiv Zv‡ì cÖavb KvR|
2| cÖmvi (Promotion)t weµq e„w×i Rb¨ cY¨ m¤ú‡K© †µZv‡ì AewnZ Kiv Ges cY¨ µ‡q
cÖ‡ivwPZ Kiv eÈb cÖYvjxi m`m¨‡ì Ab¨Zg `vwqZ¡| c‡Yï weµq e„w×i j‡¶ wewfbœ Kvh©µg MÖnY
I cwiPvjbv Kiv eÈb cÖYvjxi cÖavb KvR|
3| †hvMv‡hvM ¯’vcb (Contact)t m¤¢ve¨ †µZv AbymÜvb Ges Zv‡ì mv‡_ †hvvMv‡hvM ¯’vc‡bi KvRwU
eÈb cÖYvjx K‡i _v‡K| Giv bZzb evRvi m„wó K‡i Ges `¶ †mev `v‡bi g‡a¨ †Kv¤úvwbi cY¨
weµq e„w× K‡i _v‡K|
4| mvgÄm¨ weavY (Matching)t ‡µZvi Pvwn`v Abyhvqx cY¨ msMÖn Kiv Ges †mB cY¨ mwVK mg‡q
†µZv‡ì wbKU †cŠu‡Q †Ìqv| c‡Yï Pvwn`vi mv‡_ †hvMv‡bi mgš^q mvaY Kiv eÈb cÖYvjxi
¸i“Z¡c~Y© KvR| GBRb¨ Zviv c¨v‡KwRs †kªYxe×KiY I GKwÎKi‡Yi KvRmg~n K‡i _v‡K|
5| mg‡SZv ¯’vcb (Negotiation)t c‡Yï gvwjKv n¯ÍvšÍ‡ii Rb¨ eÈb cÖYvjx †µZv‡ì mv‡_
mg‡SvZv ¯’vcb K‡i| c‡Yï g~j¨ KZ n‡e, cwi‡kv‡ai mgq KZ n‡e, †Kv_vB wKfv‡e †Wwjfvix
†Ìqv n‡e BZ¨vw` welq wb‡q †µZv‡ì mv‡_ eÈb cÖYvjxi mg‡SZv ¯’vcb K‡i _v‡K|
6| e¯‘MZeÈb (Physical distribution)t cY¨ cwienY Ges ¸`vgRvZKi‡Yi gZ ¸iyZ¡c~Y©
evRviRvZKiY Kvh©vewj mg~n eÈb cÖYvjxi gva¨‡g m¤úvw`Z n‡q _v‡K| †µZv‡ì Rb¨ cY¨
msi¶Y K‡i cÖ‡qvRbxq mg‡q cwien‡bi gva¨‡g mwVK ¯’v‡b †cŠuQv‡bvi KvRwU eÈb cÖYvjxi gva¨‡g
m¤úv`b Kiv nq|
7| A_©ms¯’vb (Financing)t Drcv`K Ges †fv³v‡ì A_© mieivn K‡i eÈb cÖYvjx ¸iyZ¡c~Y©
eëmvwqK Kvh©vewj m¤ú`b K‡i _v‡K| Drcv`K‡Ki cY¨ AMÖxg µq, A_ev cy‡iv cY¨ weµ‡q `vwqZ¡
wb‡q _v‡K| Avevi evwK‡Z cY¨ mieivn K‡i †µZv‡ì A_© ms¯’v‡b mnvqZv Ki‡Q| d‡j Drcv`b
Ges weµ‡qi BwZevPK cÖfve co‡Q|
8| SzuwK MÖnY (Risk taking)t eÈb cÖYvjxi m`m¨MY wewfbœ cÖKvi eëmvwqK SzuwK enb K‡i _v‡K|
Gi g‡a¨ cY¨ cwienY SzuwK, cY¨ gRyZKiY SzuwK, cY¨ Pvwn`v Ges †hvM‡bi mv‡_ mgš^‡qi SzuwK,
wewfbœ `yN©Ubv RwbZ SzuwK BZ¨vw` n‡jv ¸iyZ¡c~Y©| GB mKj SzuwK eÈb cÖYvjx‡K A‡bK mgq GKvB
enb Ki‡Z nq|
9| †mev cÖ`vb (Providing senices)t D‡jøwLZ KvR¸‡jv QvovI eÈb cÖYvjxi m`mïv Drcv`K,
†fv³v Ges mgvR‡K wewfbœ fv‡e †mev cÖ`vb Ki‡Q| †fv³v‡ì †hgb wewfbœ iKg Z_¨ cÖ`vb K‡i
Drcv`‡b MwZkxjZv wb‡q Avm‡Q †Zgwb †fv³v‡ì bvbvwea mgm¨v `yi K‡i weµ‡qi cwigvb e„w×
Ki‡Q|
eÈb cÖYvjxi cÖKvi †f`/cÖYvjxi ¯—‡ii msL¨v

(Types of Distribution Channels / Number of Channel Levels)
c‡Yï eÈb cÖYvjx wewfbœ cÖKvi n‡Z cv‡i| c‡Yï cÖKvi‡f` Ges êwk‡óï Dci wbf©i K‡i c‡Yï eÈb
cÖYvjx wewfbœ iKg n‡Z cv‡i| KZK¸‡jv cY¨ mivmwi eÈb Kiv mnR nq Avevi wKQy cY¨ mivmwi eÈb
Kiv hvq bv| Avevi wkí c‡Yï GKwU eÈb cÖYvjx Kvh©Ki n‡jI †fvM¨ c‡Yï Rb¨ †mUv Kvh©Ki bvI
n‡Z cv‡i| Pzovš— cY¨ †fv³v‡ì wbKU †cŠuQv‡bvi Rb¨ hZ¸‡jv ga¨¯’Kvix eëüZ nq G‡ì cÖ‡Z¨K‡K
GKwU K‡i ¯—i ejv nq| wb‡gœ eÈb cÖYvjxi ¯Íi mg~n I cÖKvi †f` wb‡q Av‡jvPbv Kiv n‡jv|
1| ‡fvM¨ c‡Yï eÈb cÖYvjx (Channel of Consumer Goods) t mvavibZ mivmwi †fv‡Mi Rb¨ †h
cY¨ eëüZ nq Zv‡K †fvM¨ cY¨ ejv nq| †fvM¨ c‡Yï Rb¨ mvavibZ wbgœ wjwLZ eÈb cÖYvjx Abymib
Kiv nq| ‡hgbt
K) mivmwi evRviRvZKiY cÖYvjx (Dircet marketing channels) t ‡Kvb ai‡Yi ga¨¯’Kvievixi

mnvqZv bv wb‡q hLb Drcv`‡Ki wbKU †_‡K mivmwi †fv³vi Kv‡Q cY¨ †cŠuQv‡bv nq ZLb †mB eÈb
eë¯’v‡K mivmwi evRviRvZKiY cÖYvjx e‡j| Avgv‡ì †`‡ki ¶z`ª K…lKiv wb‡R‡ì Drcvw`Z cY¨
wb‡RivB mivmwi evRv‡i wb‡q †fv³v‡ì Kv‡Q weµq K‡i| wb‡P wP‡Îi gva¨‡g GB ¯ÍiwU †`Lv‡bv n‡jv
Drcv`bKvix ‡fv³v
wPÎ t mivmwi evRviRvZKiY cÖYvjx
L| LyPiv eëmvqxi gva¨‡g eÈb (Distribution through retaiters) t cY¨ eÈb cÖwµqv‡Z hLb
LyPiv eëmvqx eënvi Kiv ZLb Zv‡K GK ¯Íi wewkó eÈb cÖYvjx ejv nq| GLv‡b cY¨ Drcv`‡Ki wbKU
†_‡K LyPiv eëmvqx‡ì wbKU cvVv‡bv nq| †fv³viv LyPiv eëmvqx‡ì wbKU †_‡K cY¨ msMÖn K‡i| wb‡gœ
GB eÈb cÖYvjxi GKwU g‡Wj †`Lv‡bv n‡jvt
Drcv`bKvix LyPiv eëmvqx ‡fv³v
wPÎ t LyPiv eëmvqxi gva¨‡g eÈb

M) cvV‡Kix eëmvqx I LyPiv eëmvixi gva¨‡g eÈb (Distribution through wholesaler and
retaiters) t eÈ‡bi †¶‡Î hLb LyPiv eëmvqxi mv‡_ mv‡_ cvBKvix eëmvqxi mnvqZv †bqv nq ZLb
†mB eÈb eë¯’v‡K cvBKvix eëmvqx I LyPiv e¨fmvqxi gva¨‡g eÈb cÖYvjx ejv nq| GLv‡b †h‡nZz `yB
cÖKvi m`m¨ AšÍf©~³ _v‡K †mB Kvi‡Y GB e›Ub eë¯’v‡K wØ-¯Íi wewkó eÈb cÖYvjx ejv nq| GLv‡b
Drcv`K Zvi cY¨ cvBKvix eëmvqx‡ì wbKU †_‡K cY¨ µq K‡i Ges †fv³viv LyPiv eëmvqx‡ì wbKU
†_‡K cY¨ msMÖn K‡i| wb‡gœi GB eÈb eë¯’vi GKwU g‡Wj Dc¯’vcb Kiv n‡jv|
Drcv`bKvix cvBKvwi eëmvqx LyPiv eëmvqx ‡fv³v
wPÎ t LyPiv Ges cvBKvwi eëmvqxi gva¨‡g eÈb
N| cvBKvwi eëmvqx ReŸvi, I LyPiv eëmvqxi gva¨‡g eÈb (Distribution through wholesaler,
jobber and retailer) t Drcvw`Z cY¨ hLb cvBKvwi, ReŸvi Ges LyPiv eëmvqxi gva¨‡g eÈb Kiv
nq ZLb †mB eÈb eë¯’v‡K cvBKvwi eëmvqx, ReŸvi I LyPiv eëmvqxi gva¨‡g eÈb ejv nq| GLv‡b
weweGm †cÖvMÖvg
†h‡nZz wZbRb eÈb m`m¨ AšÍf©~³ _v‡K †mB Kvi‡Y GB cÖYvjx‡K wZb ¯Íi wewkó cÖYvjx ejv nq| GLv‡b
ReŸvi fveviv `vjvj ev G‡R‡›Ui b¨vq KvR K‡i _v‡K| wb‡gœ GB eë¯’vi GKwU g‡Wj †`Lv‡bv n‡jv
Drcv`bKvix cvBKvwi eëmvqx ReŸvi LyPiv eëmvqx ‡fv³v
wPÎ t cvBKvwi, Revi I LyPiv eëmvqxi gva¨‡g eÈb|
2| eëmvq c‡Yï eÈb cÖYvjx (Distribution Channel of Business Goods) t ‡h mKj cY¨
cybivq Drcv`‡bi Rb¨ A_ev cyb: weµ‡qi Rb¨ µq Kiv n‡q Zv‡K Zv‡K eëmvq cY¨ ejv nq| †fvM¨
cY¨ Av‡c¶Y GB c‡Yï eÈb cÖYvjx‡Z cv_©K¨ †`Lv hvq| mvaviYZ eëmvq c‡Yï eÈb cÖYvjx †QvU
n‡q _v‡K| wb‡gœ eëmvq c‡Yï wewfbœ ai‡Yi eÈb c×wZ †`Lv‡bv n‡jv|
K) mivmwi eÈb (Direct distribution) t Drcv`bKvix hLb †Kvb ga¨¯’Kvievix Qvov mivmwi eëmvqx
c‡Yï eënviKvix‡ì wbKU cY¨ weµq K‡i ZLb Zv‡K mivmwi eÈb c×wZ e‡j| †gwkbvix, LyPiv
hš¿vsk, KvuPvgvj cÖvq †¶‡Î mivmwi eënviKvix‡ì wbKU weµq Kiv n‡q _v‡K| wb‡gœ GB c×wZi GKwU
g‡Wj †`Lv‡bv n‡jv|
Drcv`bKvix wkí c‡Yï †µZv
wPÎ t mivmwi eÈb

L| wkí c‡Yï weZiYKvix‡ì gva¨‡g eÈb (Distribution through industrial distributors) t
GB eÈb eë¯’vq Drcv`KMY mivmwi eënviKvix‡ì wbKU cY¨ weµq K‡i bv| Zviv wkí c‡Yï
weZiYKvix A‡š^lY K‡i Ges Zv‡ì wbKU cY¨ weµq K‡i| wkí c‡Yï †µZviv wkí c‡Yï
weZiYKvix‡ì wbKU †_‡K cY¨ msMÖn K‡i| wb‡gœ wP‡Îi gva¨‡g GB c×wZwU e¨vL¨v Kiv n‡jv|
Drcv`bKvix wkí c‡Yï weZiYKvix wkí c‡Yï †µZv

wPÎ t wkí c‡Yï weZiYKvix‡ì gva¨‡g eÈb
M) cÖwZwbwa ev weµq kvLvi gva¨‡g eÈb (Distribution through manufacturer's

representative) t GB eë¯’vi Awab Drcv`K Zvi wbR¯^ cÖwZwbwa A_ev weµq kvLvi gva¨‡g cY¨
weµq K‡i| mvaviš— Drcv`K Zvi GKK wbqš¿b eRvq ivLvi Rb¨ GB c×wZ MÖnY K‡i _v‡Kb| †h
mKj †¶‡Î wbR¯^ weµq kvLvi gva¨‡g cY¨ weµq e¨qeûj e‡j g‡b nq †mLv‡b Drcv`bKvix wbR¯^
G‡R‡›Ui gva¨‡g cY¨ weµq K‡i| GKRb Drcv`bKvix †U·UvBj wk‡íi Rb¨ cÖ‡qvRbxq myZv, is,
hš¿cvwZ BZ¨vw` †kv-iy‡g ¯’vcb K‡i weµq Ki‡Z cv‡ib A_ev G‡R›U wb‡qvM Ki‡Z cv‡ib| wP‡Î
welqUvi e¨vL¨v †Ìqv n‡jv|
Drcv`bKvix cÖwZwbwa ev weµq kvLv wkí c‡Yï †µZv
wPÎ t cÖwZwbwa ev weµq kvLvi gva¨‡g weµq
M) cÖwZwbwa ev weµq kvLv I weZibKvix‡ì gva¨‡g eÈb (Distribution through

representatives or sales branch and industrial distributors) t GB †¶‡Î Drcv`K wbR¯^
weµq kvLv A_ev cÖwZwbwai gva¨‡g wkíxq cwi‡ekK‡ì Kv‡Q cY¨ †cŠuQvq| Zvici wkíxq †µZv‡ì
wbKU cY¨ weµq K‡i| G‡K `yB ¯—i wewkó eÈb cÖYvjx ejv nq| †h mKj cY¨ wkí †¶‡Î cÖwZwbqZ
eënvi Kiv nq Ges GKK g~j¨ Kg †mB mKj †¶‡Î GB cÖKvi eÈb cÖYvjx eënvi Kiv nq| GLv‡b
weµ‡qvËi †mevi cÖ‡qvRbxqZv Kg _v‡K| wb‡gœ GKwU g‡W‡ji gva¨‡g GB c×wZwU †`Lv‡bv n‡jv|
Drcv`bKvix cÖwZwbwa ev weµq kvLv wkí c‡Yï weZibKvix wkí c‡Yï †µZv
wPÎ t cÖwZwbwa/ weµq kvLv I weZiYKvix‡ì gva¨‡g eÈb

3| †mevi eÈb cÖYvjx (Distribution Channel of Services) t eZ©gv‡b eÈb cÖYvjx ïaygvÎ e¯‘MZ
c‡bï g‡a¨B mxgve× bq| †mev I aviYv Drcv`bKvix‡KI Zv‡ì †mev I aviYv †fv³v‡ì Kv‡Q cÖ‡ek
‡hvM¨ I mnRjf¨ K‡i †Zvjvi Rb¨ mgm¨vi m¤§yLxb n‡Z nq| GB Rb¨ wk¶v weZiY eë¯’v I ¯^v¯’¨
mieivn eë¯’vi Dbœqb K‡i‡Q| †fvM¨ cY¨ Ges wkí c‡Yï eÈ‡bi †P‡q †mevi êwkó¨MZ Kvi‡Y
cv_©‡Kï m„wó K‡i| wb‡gœ †mevi eÈb cÖYvjxi eY©bv †Ìqv n‡jv|
K) cÖZ¨¶ evRviRvZKiY (Direct marketing) t ‡mevi cÖavb êwkómg~n n‡jv, †mev A`„k¨gvb Ges
AwefvR¨| ZvB GLv‡b cY¨ weµ‡qi Rb¨ mivmwi Drcv`K Ges †µZvi Dcw¯’wZi cÖ‡qvRb nq| d‡j cÖvq
mKj cÖKvi †mev †ewki fvM †¶‡Î mivmwi eÈb cÖYvjxi gva¨‡g weµq Kiv nq| †hgb ¯^v¯’¨ †mev, wk¶v
†mev, AvBbMZ civgk© BZ¨vw`| wb‡gœ wP‡Î welqwU †`Lv‡bv n‡jv|
Drcv`bKvix eënviKvix
wPÎ t mivmwi eÈb

L) cÖwZwbwai gva¨‡g eÈb (Distribution through agents) t ‡mev †Kvb †Kvb †¶‡Î c‡iv¶ fv‡e
eÈb Kiv †h‡Z cv‡i| GB c×wZ‡Z wewfbœ †mevi Rb¨ Drcv`KMY Zv‡ì cÖwZwbwa wb‡qvM K‡i _v‡K
Ges G‡ì gva¨‡g eÈb cÖwµqv cÖwiPvwjZ nq| †hgb: weÁvcb gva¨g, we‡bv`b †mev, Uªv‡fj G‡RwÝ
BZ¨vw`| wb‡gœwP‡Îi gva¨‡g GB c×wZwU †`Lv‡bv n‡jv|
Drcv`bKvix cÖwZwbwa eënviKvix
wPÎ t cÖwZwbwai gva¨‡g eÈb|
weweGm †cÖvMÖvg
cvV ms‡¶c
• Drcv`‡Ki wbKU †_‡K PzovšÍ †fv³v ev eënviKvixi wbKU cY¨ †cŠuQv‡bvi wb‡qvwRZ Ges c‡Yï
gvwjKvbv n¯ÍvšÍ‡ii ms‡½ RwoZ e¨w³ ev cÖwZôv‡bi mgwó‡K eÈb cÖYvjx ejv hvq|
• eÈb cÖYvjx †fv³v‡ì wbKU myôfv‡e cY¨ ‡cŠuQv‡bvi gva¨‡g ¯’vbMZ Dc‡hvM, mgqMZ Dc‡hvM Ges
gvwjKvbvMZ Dc‡hvM m„wó‡Z ¸iyZ¡c~Y© f~wgKv cvjb Ki‡Q|
• cY¨ evRv‡i cÖwZ‡hvwMZv e¨vcKfv‡e e„w×i Rb¨ mwVK mg‡q, mwVK ¯’v‡b, mwVK cY¨, mwVK cwigv‡b
†cŠuQv‡bv Acwinvh©| GB ‡¶‡Î eÈb cÖYvjx ¸iyZ¡c~Y© f~wgKv cvjb Ki‡Q|
• ga¨¯’Kvievix, Ges †µZv Dfq‡KB evRv‡i cÖ‡qvRbxq Z_¨ mieivn K‡i eÈb cÖYvjx| ZvQvov
evRviRvZKiY M‡elYv msµvš— Z_¨ mieivn KivI G‡ì Ab¨Zg KvR|
• c‡Yï weµq e„w×i Rb¨ cY¨ m¤ú‡K© †µZv‡ì AewnZ Kiv, cY¨ µ‡q †µZv‡ì cÖ‡ivwPZ Kiv Ges
wewfbœ cÖKvi cÖPvi Kvh©µ‡gi eë¯’v Kiv eÈb cÖYvjxi m`m¨‡ì Ab¨Zg `vwqZ¡|
• c‡Yï Rb¨ AwMÖg A_©cÖ`vb K‡i Drcv`‡Ki Kvh©Kix g~jaY Ges wecyj cwigvb cY¨ µq K‡i PjwZ
g~ja‡Yi Pvwn`v cyiY K‡i| †µZv‡ì evwK‡Z cY¨ mieivn K‡i †µZv‡ì mvnvh¨ K‡i _v‡K|
• m¤¢e¨ †µZv AbymÜvb, Ges Zv‡ì mv‡_ †hvMv‡hvM ¯’vc‡bi gva¨‡g weµ‡qi cwigvb e„w× Kiv bZzb
evRvi m„wó Kiv Ges `¶ †mev `v‡bi gva¨‡g eÈb cÖYvjx wewbgq Kv‡R MwZkxjZvi m„w©ó K‡i|
• ‡Kvb ai‡bi ga¨¯’eëmvqx e¨ZxZ Drcv`bKvix mivmwi †fv³v‡ì wbKU cY¨ †cŠuQv‡bvi eë¯’v Ki‡j
Zv‡K mivmwi eÈb cÖYvjx ejv nq|
• cY¨ eÈb cÖwµqvq ïaygvÎ LyPiv eëmvqx eënvi Ki‡j Zv‡K LyPiv eëmvqxi gva¨‡g eÈb ev GK
¯—i wewkó eÈb cÖYvjx ejv nq| GLv‡b gvÎ GKwU eÈb ¯—i _v‡K|
• cY¨ eÈ‡bi Rb¨ LyPiv eëmvqxi mn‡hvwMZv MÖn‡Yi mv‡_ mv‡_ cvBKvwi eëmvqxi mn‡hvwMZv MÖnY
Kiv n‡j Zv‡K cvBKvwi eëmvqxi gva¨‡g eÈb A_ev wØ-¯—i wewkó eÈb cÖYvjx ejv nq|
• eëmvq c‡Yï †µZvi msL¨v Kg nIqvq G ai‡Yi cY¨ eÈ‡bi Rb¨ mvaviš— †QvU eÈb cÖYvjx
eënvi Kiv nq| GLv‡b weµq cÖwZwbwa, weµq kvLv I wkí c‡Yï weZiYKvix gva¨‡g eÈb Kvh©
cwiPvjbv Kiv nq|
• ‡mev cY¨ mvaviiš— A`„k¨gvb Ges AwefvR¨ nIqvi Kvi‡Y †mev eÈ‡bi Rb¨ we‡kl eë¯’v MÖnY
Kiv nq| mvaviš— mivmwi eÈb cÖYvjxi gva¨‡g †mev µq weµq n‡q _v‡K|
cv‡VvËi g~j¨vqb
mwVK DË‡ii cv‡k© wUK (√) wPý w`b|
1| wbgœ wjwLZ †Kvb& Dc‡hvMwU eÈ‡bi gva¨‡g m„ô bq
K) AvKviMZ Dc‡hvM L) ¯’vbMZ Dc‡hvM
M) mgqMZ Dc‡hvM N) gvwjKvbvMZ Dc‡hvM
2| eÈb cÖYvjx †Kvb&wUi mv‡_ RwoZ
K) ¸`vgRvZKiY L) Drcv`b
M) cwiKíbv N) ‡KvbwUB bq|
3| eÈb cÖYvjxi m`m¨ n‡”Q
K) ‡fv³v L) cvBKvwi eëmvqx
M) Drcv`K N) D‡j- wLZ me¸‡jv
4| mivmwi evRviRvZKi‡Y KZ¸‡jv ¯—i _v‡K
K) `yBwU L) PviwU
M) ‡Kvb ¯—i _v‡K bv N) QqwU ¯—i
5| mgqMZ Dc‡hvM m„wó K‡i
K) cwienY L) µq weµq
M) ¸`vgRvZKiY N) Drcv`b
6| eÈb cÖYvjxi m`m¨‡ì KvR n‡jv
K) Z_¨ mieivn L) SzuwK MÖnY
M) e¯‘MZ eÈb N) D‡j- wLZ me¸‡jv|
weweGm †cÖvMÖvg
cÖYvjxi bKkv cÖYqb wm×všÍ

(Channel Design Decisions)
D‡Ïk¨

eÈb cÖYvjxi bKkv cÖbqb I cÖYvjx wbe©vPb m¤ú‡K© aiYv jvf Ki‡Z cvi‡eb|
cÖYvjxi D‡Ïk¨ Ges mxgve×Zv wbw`©óKi‡Yi welq¸‡jv Rvb‡Z cvi‡eb|
eÈb cÖYvjxi cÖavb weKímg~n wPwýZ I we‡kølY Ki‡Z cvi‡eb|
evRviRvZKi‡Y ga¨¯’eëmvqx msL¨v mg‡Ü aviYv jvf Ki‡Z cvi‡eb|
cÖYvjxi m`m¨‡ì `vwqZ¡ m¤ú‡K© AeMZ n‡Z Ges welqwU g~j¨vqb Ki‡Z cvi‡eb|
‡Kv¤úvwbi cÖavb weKí¸‡jv mg‡Ü aviYv jvf I g~j¨vqb Ki‡Z cvi‡eb|
cÖYvjxi bK&kv cÖbqb wm×vš— (Channel Disign Decisions)

cY¨ ev †mevi Rb¨ GKwU Av`k© I mwVK eÈb cÖYvjx wbev©Pb AZ¨šÍ ¸iyZ¡c~Y©| evRviRvZKi‡Yi mKj
Dcv`v‡bi mv‡_ eÈb cÖYvjx Nwbó fv‡e RwoZ _v‡K| g~j¨ wbaviY, cÖPvi Ges cY¨ eë¯’vcbv wK n‡e Zvi
Rb¨ eÈb cÖYvjx we‡ePbv Ki‡Z n‡e| eÈb cÖYvjx GK ai‡Yi wewb‡qvM| A‡bK wnmve wbKvk K‡i eÈb
cÖYvjx cÖbqb Ki‡Z nq| hw` mwVK we‡ePbvq GB cÖYvjx cÖbqb bv Kiv nq Z‡e GKwU cÖwZôvb ¶wZMÖ¯’
n‡e| †Kvb cÖYvjxi Rb¨ mivmwi evRvRiZKiY cÖqvRb †mLv‡b hw` wØ¯Íi wewkó eÈb cÖYvjx eënvi Kiv
n‡q _v‡K Z‡e eÈb Li‡Pi cwigvb e„w× cv‡e Ges g~‡jï Dci cÖfve we¯Ívi Ki‡e| d‡j c‡Yï weµq
Kg n‡e| ZvB A‡bK welq we‡ePbv K‡i eÈb cÖYvjxi bKkv cÖbqb Ki‡Z nq| myZivs eÈb cÖYvjxi
bKkv cÖbq‡bi †¶‡Î m‡ev©Ëg Kvh©KvwiZv, cÖYvjxi cÖ‡qvRbxqZv, D‡Ïk¨, mxgve×Zv BZ¨vw` we‡kølY
Ki‡Z nq Ges weKí cÖYvjx wPwýZ I g~j¨vqb Ki‡Z nq| wb‡gœ welq¸wj Av‡jvPbv Kiv n‡jv|
1| †fv³vi cÖ‡qvRb I cÖK…wZ we‡kølY (Analyzing the consumer's need and characteristces)t
eÈb cÖYvjx wbev©Pb Ges bKkv cÖbqb Kivi Rb¨ cÖ_‡gB †fv³vi cÖ‡qvRb I †fv³v‡ì cÖK…wZ ev
êwkó¨mg~n we‡kølY Kiv cÖ‡qvRb| GBRb¨ Uv‡M©U †µZv‡ì wewfbœ welq †hgb †µZviv †Kv_vq, KLb,
†Kb, wKfv‡e cY¨wU †c‡Z Pvq Ges Zv‡ì Avq †ivRMvi, Pvwn`v, msL¨v BZ¨vw` welq¸‡jv we‡ePbv Ki‡Z
n‡e| GB wel‡q wbgœ wjwLZ welq¸‡jvi Dci Av‡jvKcvZ Kiv cÖ‡qvRb|
K) µ‡qi cwigvb (Quantity of purchase) t †µZviv wK cwigvb cY¨ µq Ki‡e †m welqwU
eÈ‡bi Dci cÖfve we¯—vi Ki‡e| hw` e„nr GKK µq K‡i Z‡e mivmwi †Kv¤úvwbi KvQ †_‡K cY¨
µq myweavRbK| hw` Aí cÖwigv‡Y cY¨ µq K‡i Z‡e †mevi cwigvY Kg n‡e Ges eÈb cÖYvjx
eo n‡e|
L) evRv‡ii cÖK…wZ (Nature of market) t evRv‡i cÖK…wZ eÈb cÖYvjxi Dci cÖfve we¯Ívi Ki
_v‡K| †µZviv nv‡Zi Kv‡Q cY¨ †c‡Z cQ›` K‡i bv `y‡i eo weµq †µ›`ª †_‡K cY¨ µq Ki‡Z
cQ›` K‡i A_ev †Uwj‡dvb AW©vi w`‡Z cQ›` K‡i bv weÁvcb cÖZ¨vkv K‡i| hw` nv‡Zi Kv‡Q ‡c‡Z
Pvq Z‡e e¨vcK eÈb cÖYvjxi mvnvh¨ wb‡Z n‡e|
M) A‡c¶v mgq (Waiting time) t ‡ewki fvM mgq †µZviv cY¨ cÖvwßi Rb¨ A‡c¶v Ki‡Z ivwR
_v‡K bv, ZLb Zviv `ªyZ cY¨wU †c‡Z Pvq| Avevi †µZviv A‡bK mgq Ny‡i wd‡i cY¨ we‡ePbv K‡i,
A‡bK mgq a‡i cY¨ µq Ki‡Z cQ›` K‡i| cY¨ AW©vi MÖn‡Yi ci cY¨ †cŠuQv‡Z †Kvb cÖKvi wej¤^
bv nq †mB w`‡K j¶ †i‡L eÈb cÖYvjx wbev©Pb Ki‡Z n‡e|
N) ‡µZvi msa¨v (Quantity of purchase) t †µZvi msL¨v hw` Lye †ewk nq, †µZviv hw` mviv
†`‡k Qwo‡q _v‡K Ges Zv‡ì Pvwn`vi cwigvY hw` †ewk nq Z‡e eÈb cÖYvjxi AvqZb `xN© n‡q
_v‡K| Avi hw` †µZvi cwigvY Kg nq Ges †Kv¤úvwbi wbq‡š¿b _v‡K Z‡e cÖYvjx †QvU n‡q _v‡K|
O) Ae¯’vbMZ myweav (Spatial convenience) t ‡µZv‡ì Ae¯’vb we‡ePbv LyeB ¸iyZ¡c~Y©| wKQy
c‡Yï Pvwn`v wKQy wKQy Gjv‡K †ewk _v‡K Ges wKQy wKQy GjvKv‡Z Zv‡ì Pvwn`v _v‡K bv| kxZ
cÖavb Ges Mx®§ cÖavb GjvKv‡Z c‡Yï Pvwn`vi wfbœZv †`Lv †`q| GB ¸wj eÈb we‡ePbvq wb‡q
Avm‡Z n‡e|
P) c‡bï êwPÎ¨Zv (Product variety) t ‡fv³viv mvaibZ wecyj cwigvY I êwPÎ¨c~Y© c‡Yï
mgvnvi †_‡K cY¨wU µq Ki‡Z cQ›` K‡i| GKB c‡Yï bvbv ai‡Yi g‡Wj, c‡Yï êwPÎ¨KiY
BZ¨vw` cY¨ weµ‡qi Dci cÖfve we¯Ívi K‡i| GB welq¸wj we‡ePbvq Avb‡Z n‡e cÖYvjx wbev©P‡bi
mgq|
Q) †mev mg_©b (Service backup) t ‡µZviv cY¨ mswk- ó †mev †hgb N‡i mieivn, FY myweav,
†givgZ myweav, ms¯’vcb, KvwiMwi I weµ‡qvËi †mev BZ¨vw` cÖZ¨vkv K‡i wKbv| hw` cÖZ¨vkv K‡i
Z‡e †mB fv‡e cÖYvjxi wWRvBb Ki‡Z n‡e| †Uwjwfkb, AvB Gm, wd«R, BZ¨vwì †¶‡Î ‡mev mg_©b
†µZv‡ì Kv‡Q LyeB ¸i“Z¡c~Y©| mvaviY c‡Yï †¶‡Î welqwU †Zgb ¸iyZ¡c~Y© bq|
2| c‡Yï D‡Ïk¨ I mxgve×Zv wbav©iY (Setting the Channel Objectives and Constriints) t
‡µZv‡ì cÖZ¨vwkZ †mevi gvb I ¯—i we‡ePbv K‡i eÈb cÖYvjxi D‡Ïk¨ wbav©iY Kiv DwPZ| mvaviš—
GKwU †Kv¤úvwb wewfbœ ¯—‡ii cÖYvjx †mev cÖ`v‡bi Rb¨ KwZcq evRvi wefvM mbv³ K‡i Ges †Kvb
wefv‡M KZUzKz †mev cÖ`vb Ki‡e †m wel‡q wm×vš— †bq| GB †¶‡Î e¨q ms‡KvP‡bi w`KwUI
eë¯’vcbv‡K j¶¨ ivL‡Z nq| †Kv¤úvwbi cÖYvjx D‡Ïk¨ wbgœ wjwLZ weql¸‡jv Øviv cÖfvweZ nq|
K) c‡Yï êwkó¨ (Product Characteristics) t c‡Yï êwkó¨MZ w`K cÖYvjxi bKkv m¤úwK©Z
we×vš—‡K cÖfvweZ K‡i| eÈb cÖYvjx wbav©i‡Yi mgq cY¨ msµvš— wbgœ wjwLZ ‰ewkó¨mg~n we‡ePbv
Kiv cÖ‡qvRb|
i) e¯—MZ cÖK…wZ (Physical nature) t c‡Yï e¯—MZ cÖK…wZ †hgb- cuPbkxjZv, †fvM cÖebZv,
fvi, IRb, AvKvi, AvqZb, BZ¨vw` welq cÖYvjx we×vš—‡K cÖfvweZ K‡i| ‡hmKj cY¨ cuPbkxj
Zv‡ì Rb¨ `ªyZ eÈ‡bi eë¯’v Ki‡Z nq Ges G‡ì Rb¨ mivmwi eÈb eë¯’v Dc‡hvMx| BU,
†jvnv, cv_i BZ¨vw` fvwi RvZxq cY¨ mivmwi eÈ‡bi gva¨‡g weµq Kiv n‡q _v‡K|
ii) KvwiMwi cÖK…wZ (Technical nature) t c‡Yï KvwiMwi cÖK…wZ RwUj bv mnR welqwU †`L‡Z
n‡e| c‡Yï eënvi hw` mnR nq Z‡e †Kvb RwUjZvi m„wó K‡i bv| wKš‘ c‡Yï eënvi hw`
RwUj nq Z‡e we‡kl KvwiMwi Ávb, †Uªwbs Gi eë¯’v, AwfÁZv BZ¨vwì cÖ‡qvRb nq hv eÈb
cÖYvjx‡K cÖfvweZ K‡i _v‡K|
iii) cY¨ mvwii ˆ`N¨© (The length of product line) t cY¨ mvwii ˆ`N©¨ hw` †ewk nq Ges c‡Yï
msL¨v hw` †ewk _v‡K ZLb e¨vcK eÈb cÖYvjxi mnvqZv wb‡Z nq| Ab¨w`‡K hw` cY¨ mvwii
ˆ`N©¨ hw` †QvU nq ev `yB GKwU cY¨ Advi Kiv nq †mB †¶‡Î GKwU gvÎ eÈb c_ wb‡q KvR
Kiv †h‡Z cv‡i|
weweGm †cÖvMÖvg
iv) evRvi Ae¯’vb (Market position) t GKwU c‡Yï evRvi Ae¯’vb wewfbœ iK‡gi n‡Z cv‡i|
hw` †µZviv cY¨wU mnR fv‡e MÖnY K‡i Zv‡e Zvi evRvi Ae¯’vb Lye kw³kvjx nq| wKš‘
mnRfv‡e MÖnY bv Ki‡j ZviRb¨ Ab¨ ai‡Yi eÈb †KŠkj MÖnY Ki‡Z nq|
v) GKK g~j¨ I Pvwn`vi cwigvb (Unite price and size of demand) t ‡h mKj c‡Yï GKK
g~j¨ Kg Ges Pvwn`vi cwigvY †ewk Zv‡ì Rb¨ e¨vcK eÈb cÖYvjxi mvnvh¨ ‡bIqv hvq| †hgb
mvevb, jeb, †cb BZ¨vw` c‡Yï Rb¨ LyPiv eëmvqxi mvnvh¨ †bqv †h‡Z cv‡i| g~jëvb Mvox
A_ev Avmevec‡Îi Rb¨ mZÎ eÈb eë¯’vi mnvqZv †bqv nq|
L) †Kv¤úvwbi êwkó (Company characteristics) t eÈb cÖYvjx wbe©vP‡b †Kv¤úvwbi wewfbœ w`K
cÖfve we¯—vi K‡i| GLv‡b †Kv¤úvwbi Af¨š—ixb kw³ Ges `~e©jZv Ges evwn¨K kw³ Ges `~e©jZmg~n
cÖYvjx wm×v‡š—i Dci cÖZ¨¶fv‡e cÖfve we¯—vi K‡i| GB †¶‡Î ‡Kv¤úvwbi wbgœ wjwLZ welqmg~n
we‡ePbv Kiv cÖ‡qvRb|
i) †Kv¤úvwbi mybvg (Company's reputaiton) t GKwU †Kv¤úvwbi hw` evRv‡i we‡kl mybvg nq Z‡e
Zv‡ì cY¨ weµq wb‡q Lye GKUv mm¨vi m„wó nq bv| †µZviv wb‡RivB evRv‡i cY¨wU Ly‡R †bB|
GLv‡b eÈb cÖYvjx wb‡q †Kv¤úvwb‡K Lye GKUv wPš—v fvebv Ki‡Z nq bv| wKš‘ hw` Zv‡ì mybvg bv
_v‡K ZLb wewfbœ ai‡bi ga¨¯’KviKvix‡ì mvnvh¨ I mn‡hvwMZv wb‡Z nq|
ii) Avw_©K Ae¯’v (Financial Position) t cÖwZôv‡bi Avw_©K Ae¯’v eÈb cÖYvjx wbe©vP‡bi †¶‡Î
¸iyZ¡c~Y© f~wgKv iv‡L| cÖwZôv‡bi hw` Avw_©K Ae¯’v fvj _v‡K Z‡e †m ‡h‡Kvb ai‡bi eÈb cÖYvjx
MÖnY Ki‡Z cv‡i| wKš‘ hw` cÖwZôv‡bi Avw_©K Ae¯’v Lvivc nq Z‡e †m B”Qv bv _vK‡jI A‡bK mgq
e¨qeûj cÖYvjx MÖnY Ki‡Z nq|
iii) eë¯’vcbvi AfxÁZv I mvg_©¨ (Management experience and ability)t hw` bZzb cÖwZôvb nq
Ges Zv‡ì cÖYvjxi e¨vcv‡i cy‡e©i †Kvb AfxÁZv bv _v‡K Z‡e cÖYvjx wbqš¿Y Kiv G‡ì Rb¨ KwVb
n‡q c‡o| AfxÁZvi Afv‡e A‡bK bZzb cÖwZôvb ¶wZi m¤§yLxb n‡q Zv‡K| GQvov cÖYvjx
cwiPvjbvi mKj my‡hvM myweav bv _vK‡jI cY¨ eÈ‡bi Rb¨ c‡iv¶ cÖYvjxi mnvqZv w`‡Z nq|
iv) evRvi wbqš¿b (The market control)t evRvi wbqš¿‡bi B”Qv eÈb cÖYvjx wm×v‡šÍi Dci cÖfve
we¯—vi Ki‡Z cv‡i| †h mKj cÖwZôvb evRvi †bZvi f~wgKv cvjb K‡i Zviv eÈ‡bi Dci wb‡R‡ì
wbqš¿Y ivL‡Z Pvq| G †¶‡Î GB mKj cÖwZôvb cÖZ¨¶ eÈb cÖYvjx eënvi K‡i _v‡K| †h mKj
cÖwZôv‡bi GB ai‡bi B”Qv bvB Zviv c‡iv¶ cÖYvjx eënvi K‡i|
v) †Kv¤úvwbi evRviRvZKiY †KŠkj (The company's marketing strategies)t cÖwZôv‡bi
evRviRvZKiY †KŠkj eÈb cÖYvjx‡K cÖfvweZ Ki‡Z cv‡i| weÁvcY †KŠkj A_ev g~j¨ †KŠk‡ji
mv‡_ mvgÄm¨ †i‡L A‡bK mgq eÈ‡bi wm×vš— MÖnY Ki‡Z nq| weÁvc‡Y hw` wKQy wbw`©ó †`vKv‡bi
K_v ejv nq Z‡e eÈb‡K †mB welqwU AbymiY Ki‡Z n‡e|
M) ga¨¯’Kvievix‡ì êwkó¨ (Characteristics of Middlemen)t ga¨¯’Kvievix‡ì gva¨‡gB cÖavbZ

cÖwZôv‡bi cY¨ eÈb Kiv n‡q _v‡K| d‡j G‡ì wewfbœ welq eÈb cÖYvjx wm×v‡š— ¸i“Z¡c~Y© f~wgKv
cvjb K‡i, ga¨¯’Kvievix msµvš— wbgœ-wjwLZ welq¸‡jv we‡ePbv Ki‡Z nq|
i) ga¨¯’Kvievix‡ì mnRcÖvc¨Zv (Availability of meddlemen)t ga¨¯’Kvievix‡ì gva¨‡gB
cÖavbZ cÖwZôv‡bi cY¨ eÈb Kiv n‡q _v‡K| d‡j G‡ì wewfbœ welq eÈb cÖYvjx wm×v‡šÍ
¸iyZ¡c~Y© f~wgKv cvjb K‡i| ga¨¯’Kvievwi msµvšÍ wbgœ-wjwLZ welq¸‡jv we‡ePbv Ki‡Z nq|
ii) ga¨¯’Kvievix‡ì †mev (Service provided by meddlemen)t mKj ga¨¯’Kvixiv GKB

ai‡bi †mev cÖ`vb Ki‡Z cv‡i bv| hw` †Kv¤úvwbi †Kvb wel‡q wb‡R‡ì `~e©jZv _v‡K ZLb Zviv
†mB †mevwU ga¨¯’Kvievix‡ì wbKU †_‡K Avkv K‡i| Drcv`‡Ki hw` ¸`vgRvZKi‡bi Amyweav
_v‡K Z‡e Zviv Ggb ga¨¯’Kvievix A‡bk¦b Ki‡e hv‡ì ¸`vgRvZKiY myweav cÖ`v‡bi ¶gZv
i‡q‡Q|
iii) Avw_©K mvg_©¨ (Financial ability)t Avw_©K e¨vcv‡i †ewk cwigv‡Y A‡bK ga¨¯’Kvievix mvnvh¨
mn‡hvwMZv K‡i _v‡K| A‡bK ga¨¯’Kvievix AMÖxg cÖ`vb, bM` g~‡j¨ cY¨ µq, AwaK cwigv‡Y
cY¨ msi¶Y BZ¨vw` wel‡q AwaK mvnvh¨ mn‡hvwMZv K‡i _v‡K| ga¨¯’Kvievix‡ì Avw_©K welq
cÖYvjx wm×v‡š— h‡_ó cÖfve we¯—vi K‡i _v‡K|
iv) Li‡Pi cwigvY (Costing)t ga¨¯’vKvix eënv‡ii d‡j cÖwZôv‡b Avw_©K welqwU we‡ePbv Ki‡Z
n‡e| ga¨¯’Kvix‡ì eÈb Kv‡R eënv‡ii d‡j hw` AvbycvwZK nv‡i LiP e„w× cvq, Zvn‡j
†Kv¤úvwb wb‡RB cY¨ weµ‡qi `vwqZ¡ wb‡e|
N) cÖwZ‡hvMx (Competitors)t cÖwZ‡hvMx‡ì êwk‡óï DciI cY¨ eÈb cÖYvjxi bKkv wbf©i K‡i|
A‡bK mgq †Kv¤úvwb mgRvZxq cÖwZ‡hvMx‡ì cÖYvjx AbykiY K‡i _v‡K| b¨vkbvj, hgybv Ges
wgj- vZ d¨vb GKB †`vKv‡bi gva¨‡g weµq n‡”Q| j¨v· mvev‡bi cvkvcvwk †Kqv mvevb wewµ n‡”Q|
Avevi cÖwZ‡hvMxiv Zv‡ì ga¨¯’eëmvqx‡ì †h mKj my‡hvM myweav cÖ`vb Ki‡Q| †Kv¤úvwb‡KI †mB
GKB ai‡bi my‡hvM myweav cÖ`vb Ki‡Z n‡e| bZzev cÖYvjx wbqš¿Y m¤¢ve n‡e bv|
O) cwi‡ekMZ (Environmental Factors)t ‡`‡ki cwi‡ekMZ Ae¯’v eÈb cÖYvjx wm×v‡š—i Dci
cÖfve we¯—vi Ki‡Z cv‡i, †`‡ki A_©‰bwZK Ae¯’v Lvivc n‡j Drcv`bKvix PvB‡e Kg Li‡P cY¨
mieivn w`‡Z, †mB †¶‡Î cÖYvjx †QvU n‡e Ges AcÖ‡qvRbxq wKQy my‡hvM myweav I †mev cÖ`vb †_‡K
weiZ _vK‡e| A‡bK mgq AvBb MZ cÖwZeÜKZv eÈb cÖYvjxi Dci cÖfve we¯—vi K‡i| miKvi
A‡bK mgq AvBb cÖYqb K‡i †Kv¤úvwbi GK †PwUqv cÖwZ‡hvwMZv eÜ Ki‡Z cv‡i| Avgv‡ì †`‡k
g` RvZxq c‡Yï e›U‡bi Dci miKv‡ii AvBbMZ wewa wb‡`©k i‡q‡Q|
3| cÖavb weKímg~n kbv³Kib (Identify Major Channel Alternatives)t †Kv¤úvwbi cÖYvjxi

D‡Ïk¨ wba©vi‡Yi cieZx© KvR n‡”Q cÖavb weKímg~n mbv³ Kiv| †Kv¤úvwb m¤¢ve¨ †µZv‡ì Kv‡Q cY¨
†cŠuQv‡bvi Rb¨ A‡bK¸‡jv weKí cÖYvjx †_‡K †Kvb GKwU eÈb cÖYvjx‡K AwaK Kvh©Ki e‡j g‡b Ki‡Z
cv‡i| cÖ‡Z¨KwU cÖYvjxi wKQy myweav Ges Amyweav _v‡K| GB¸wj we‡ePbv K‡i †Kv¤úvwb †hwU myweavRbK
e‡j g‡b Ki‡e †mB cÖYvjxwU MÖnY Ki‡e| cÖavb weKímg~n kbv³Ki‡Yi †¶‡Î †h welq¸‡jv we‡ePbv
Kiv nq Zv wb‡gœ Av‡jvPbv Kiv n‡jv|
K) ga¨¯’Kvievixi aiY (Types of intermediaries) t cY¨ eÈ‡bi Rb¨ wewfbœ ai‡bi ga¨¯’eëmvqx
cwijw¶Z nq| G‡ì cÖ‡Z¨‡Ki wbR¯^ wKQy `vwqZ¡ I KZ©e¨ i‡q‡Q| G‡ì ‰ewkó¨ I m¤úvw`Z Kv‡h©i
g‡a¨ wfbœZv j¶¨ Kiv hvq| G‡KK ai‡bi c‡Yï Rb¨ G‡KK ai‡bi g`¨¯’Kvievix Dc‡hvMx| mvaviš—
wZb ai‡bi ga¨¯’Kvievix †`Lv hvq|
i) ‡Kv¤úvwbi weµq evwnbx (Company sales force)t cY¨ eÈ‡bi Rb¨ ‡Kv¤úvwb Zvi wbR¯^
weµq evwnbx M‡o Zzj‡Z cv‡i| GB †¶‡Î †Kv¤úvwb Zvi mgMÖ weµq GjvKv‡K fvM K‡i wewfbœ
GjvKvi Rb¨ wba©vwiZ weµq Kgx©‡ì `vwqZ¡ cÖ`vb Kiv nq| weµqKgx©MY †Kv¤úvwbi kZ© I
†cÖvMÖvg Abyhvqx wbR wbR Kvh©µg cwiPvjbv K‡i|
ii) Drcv`‡Ki G‡R›U (Manufacturer's agent)t Drcv`K Zvi wbR¯^ weµq evwnbx bv evwo‡q
Drcv`bKvixi G‡RwÝ wb‡qvM Kiv †h‡Z cv‡i, hviv ¯^vaxb Kvh© Ges hv‡ì weµqKgx©iv A‡bK
weweGm †cÖvMÖvg
†Kv¤úvwbi mgRvZxq c‡Yï †jb‡`b K‡i ZvivB G‡¶‡Î Kvh©Kwi n‡Z cv‡i| wewfbœ GjvKvi
Rb¨ Avjv`v Avjv`v G‡RwÝ cÖ`vb Kiv †h‡Z cv‡i| bZzb ai‡bi hš¿cvwZ evRviRvZKi‡Yi Rb¨
wkíwfwËK G‡RwÝ wb‡qvM Kiv †h‡Z cv‡i|
iii) wkí cwi‡ekK (Industrial distributor)t wewfbœ GjvKv ev wk‡íi Rb¨ cwi‡ekK Luy‡R †ei
Kiv, hviv GKK fv‡e cY¨ eÈ‡bi `vwqZ¡ cv‡e| Aek¨ †Kv¤úvwb Gme cwi‡ekK‡K ch©vß myweav,
cÖwk¶Y Ges cÖ‡gvkbvj Kv‡R mvnvh¨ Ki‡e| A‡bK mgq G wewfbœ GjvKvq G‡ì‡K cY¨
weµ‡qi Rb¨ GK‡PwUqv `vwqZ¡ cÖ`vb Kiv nq|
L) ga¨¯’Kvixi msL¨v (Number of Middlemen)t weKímg~n wbe©vP‡bi †¶‡Î ga¨¯’Kvievix‡ì msL¨v
KZ n‡e Zv †Kv¤úvwb‡K wba©viY Ki‡Z n‡e| GRb¨ †Kv¤úvwb‡K wZbwU welq we‡ePbv Ki‡Z n‡e|
i) e¨vcK eÈb (Intensive distribution)t Drcv`bKvix GB c×wZ‡Z hZ`yi m¤¢e †ewk msL¨K
ga¨¯’Kvix‡K wb‡qvwRZ K‡i| cY¨ weµ‡qi cwigvY e„w× Kivi Rb¨ GB c×wZ MÖnY Kiv n‡q
_v‡K| wbZ¨-cÖ‡qvRbxq †fvM¨cY¨ Ges mvaviY KuvPvgv‡ji Drcv`bKvixiv e¨vcK eÈb †KŠkj
MÖnY K‡i _v‡K| Drcvw`Z cY¨mvgMÖx hZ`yi m¤¢e †ewk msL¨K †`vKv‡bi gva¨‡g gRy` Ges
†cÖiY Ki‡Z Pvq †hb †fv³viv PvIqv gvÎB cY¨wU †c‡Z cv‡i|
ii) mxwgZ eÈb (Exclusive distriution)t GLv‡b Drcv`K Lye mxwgZ msL¨K ga¨¯’Kvievix‡ì
cY¨ eÈ‡bi `vwqZ¡ cÖ`vb K‡i| Giv GKwU wbQó GjvKvq cY¨ weµ‡qi GK”QÎ AwaKvi †fvM
K‡i| mvaviYZ Lye `vwg Ges gh©v`v m¤úbœ c‡Yï †¶‡Î G ai‡bi eë¯’v MÖnY Kiv nq|
iii) wbe©vwPZ eÈb (Selective distribution)t c‡Yï e¨vcK Ges mxwgZ eÈb Gi gvSvgvwS
Ae¯’v‡K ejv nq wbe©vwPZ eÈb| GLv‡b Lye †ewk cwigvb ga¨¯’Kvievix eënvi Kiv nq bv
Avevi Lye Kg msL¨KI ga¨¯’Kvievix eënvi Kiv nq bv| GLv‡b ga¨¯’Kvievix‡ì Dci wbqš¿Y
ivLv hvq| Nwo, K¨vjKz‡jUi, B‡jKUªwb· `ª‡eï Rb¨ GB ai‡bi c×wZ MÖnY Kiv nq|
M) eÈb cÖYvjxi m`m¨‡ì `vwqZ¡ (Responsibilities of Channel Members)t eÈb KvR myófv‡e
m¤úv`b Kivi Rb¨ Drcv`bKvix‡K Aek¨B cÖYvjxi m`m¨‡ì Kv‡Ri kZ© Ges `vq-`vwqZ¡ wba©viY Ki‡Z
n‡e| GB †¶‡Î wb‡Pi welq¸‡jv we‡ePbv Kiv cÖ‡qvRb|
i) g~j¨bxwZ (Price policy) t g~j¨ m¤ú‡K© wewfbœ welq GLv‡b cwi¯‹vi Ki‡Z n‡e| c‡Yï g~j¨
KZ n‡e, gv`¨¯’Kvievix‡ì wK cwigvb Kwgkb cÖ`vb Kiv n‡e, bM` g~j¨ I evwK‡Z cY¨ µq
weµ‡qi kZ©mg~n BZ¨vw` wel‡qi eY©bv _vK‡Z n‡e|
ii) weµq kZ© (Conditions of sales)t GLv‡b ga¨¯’Kvievix‡ì mv‡_ †jb‡`‡bi kZ©mg~n wVK
Ki‡Z nq| wewµZ c‡Yï g~j¨ wKfv‡e cwi‡kva Kiv n‡e, AwewµZ cY¨ Ges bó c‡Yï Rb¨
kZ©vejx wK n‡e, NvUwZ c‡Yï †¶‡Î wK eë¯’v †bqv n‡e BZ¨vw` wel‡q ga¨¯’Kvievix‡ì
wbwðqZv cÖ`vb Kiv‡Z n‡e|
iii) eÈbKvixi †fŠ‡MvwjK AwaKvi (Distributor's territorial rights)t cÖ‡Z¨K ga¨¯’Kvievix
Zv‡ì weµ‡qi GjvKv m¤ú‡K© Rvb‡Z Pvq, Zviv †Kvb †Kvb GjvKvq weµ‡qi AwaKvi cv‡e Zv
wVK Ki‡Z n‡e|
iv) cvi¯úwiK †mev I `vwqZ¡ (Mulual services and responsibilities)t Drcv`KMY Ges
ga¨¯’Kvievix‡ì cvi¯úvwiK `vwqZ¡ I †mevi cwiwa wbw`©ó nIqv cÖ‡qvRb| Drcv`K Ges
ga¨¯’Kvievixiv †K †Kvb KvR Ki‡e, Kvi f~wgKv wK n‡e †mUvI mywbw`©ó nIqv cÖ‡qvRb|
4| cÖavb weKí cÖYvjxmg~n gyj¨vqb (Evaluating the Major Channel Alternatives)t c‡Yï
cÖavb weKímg~n wPwýZ Kivi ci G‡ì g~j¨vqb cÖ‡qvRb| GLv‡b †Kv¤úvwbi A‡bK¸‡jv weKí cÖYvjx
_vK‡Z cv‡i| wKš‘ †Kvb cÖYvjxwU †Kv¤úvwb Zvi Kv‡Ri Rb¨ eënvi Ki‡e| Avm‡j †h cÖYvjxwU Øviv
†Kv¤úvwbi `xN©‡gqvw` D‡Ïk¨ me©vZœKfv‡e nvwmj n‡e Ggb GKwU cÖYvjx wbe©vPb Ki‡e| GB Ae¯’vq
wb‡gœi welqmg~n we‡ePbv Ki‡Z n‡e|
K) A_©‰bwZK gvb`Û (Economic criteria)t wewfbœ cÖYvjxi weµ‡qi cwigvY Ges e¨q wewfbœ iKg
n‡q _v‡K| GB Rb¨ ‡Kv¤úvwb‡K wewfbœ cÖYvjxi LiP we‡ePbv Ki‡Z nq| Ab¨ w`‡K †`L‡Z n‡e †Kvb
cÖYvjxi gva¨‡g weµ‡qi cwigvY †ewk n‡e| GLv‡b †Kv¤úvwb cÖ_‡g wbR¯^ weµqKgx© eënvi Ki‡Z cv‡i
A_ev ga¨¯’Kvix G‡RwÝi gva¨‡g cY¨ weµq Ki‡Z cv‡i| A‡bK eë¯’vcK g‡b K‡ib weµqKgx©i `¶Zv
Ges cÖwk¶‡Yi gva¨‡g cY¨ †ewk cwigvY weµq Kiv m¤¢eci| Avevi A‡b‡K g‡b K‡ib G‡R‡›Ui gva¨‡g
†ewk cwigvY weµq Kiv m¤¢e KviY n‡jv Zviv weµ‡q †ewk AwfÁ| †Kv¤úvwbi weµq kw³ bv G‡R›U
†KvbwU MÖnY‡hvM¨ n‡e GUv wbf©i K‡i weµ‡qi cwigv‡bi Dci| weµ‡qi cwigvb Kg n‡j G‡R›U
myweavRbK n‡e KviY Gi Rb¨ Kg Kwgkb w`‡Z n‡e, weµq †ewk n‡j weµqKgx© wb‡qvM myweavRbK n‡e
KviY Gi Rb¨ GKwU wbw`©ó cwigvY A_© cÖ`vb Ki‡Z n‡e| welqwU wP‡Îi mvnv‡h¨ †`Lv‡bv n‡jv| wP‡Î
SB cwigvb cY¨ µq n‡j cÖwZôvb weµqKgx© A_ev weµq cÖwZwbwa †h †Kvb GKwU MÖnY Ki‡Z cv‡i| hw`
wewµi cwigvY SB Gi PvB‡Z Kg nq Z‡e weµq cÖwZwbwa Ges wewµi cwigvY SB Gi PvB‡Z †ewk nq
Z‡e †Kv¤úvwb weµq Kgx© wb‡qvM Ki‡e| GUvB †Kv¤úvwbi Rb¨ jvfRbK n‡e|
weµq cÖwZwbwa
wbRm^ weµq Kgx©

weµq
LiP
SB weµ‡qi cwigvY
L) wbqš¿Y gvb`Û (Control criteria) t weµq cÖwZwbwa bv wbR¯^ weµq Kgx© wb‡qvM Kiv n‡e GB
wel‡q wKQy mgm¨vi †gvKv‡ejv Ki‡Z nq| weµq cÖwZwbwa ev ga¨¯’KviKvixi Dci wbqš¿Y GKUv mgm¨v
m„wó K‡i| Giv cÖavbZ gybvdvi Dci †ewk †Rvi w`‡q _v‡K| A‡bK mgq KvwiMwi c‡Yï e¨vcv‡i G‡ì
Ávb _v‡K bv| Avevi A‡bK mgq cY¨ gRy` I g~j¨ e„w× K‡i Giv K…wËg msK‡Ui m„wó K‡i| cÖwZôv‡bi
mybvg A‡bK mgq bó nq| weµq cÖwZwbwai wKQy myweav _vK‡jI G‡ì wbqš¿Y Kiv m¤¢eci nq bv| Ab¨
w`‡K †Kv¤úvwbi wbR¯^ weµqKgx©‡ì †¶‡Î wbqš¿YMZ mgm¨v _v‡K bv| Z‡e †h‡nZ weµqKgx©‡ì wbR¯^
gybvdv RwoZ _v‡K bv Ges Zviv cÖwZôv‡bi ‡eZbfy³ Kg©Pvix nIqvq Zv‡ì g‡a¨ A‡bK mgq weµq Kg©
ZrciZvi Afve †`Lv ‡`q|
M) Awf‡hvRb gvb`Û (Adoptive critera)t cÖ‡Z¨K †Kv¤úvwb‡K `xN©‡gqvw` Pzw³ Ges bgbxqZvi
welqwU wPš—v Ki‡Z n‡e| cÖwZôvb hw` †Kvb weµq cÖwZwbwai mv‡_ cuvP eQ‡ii Rb¨ weµq Pzw³ Kij|
wKš‘ GK eQi ci †`Lv †Mj †h Ab¨ cÖYvjx A‡bK jvfRbK, GB †¶‡Î cÖwZôv‡bi wK KiYxq Av‡Q|
GLb cÖwZôvb B”Qv Ki‡jB Pzw³f~³ cÖwZwbwa‡K ev` w`‡Z cvi‡e bv| ZvB cÖwZwbwa wb‡qv‡Mi mgq
Awf‡hvRb gvb`Û we‡ePbvq wb‡q Avm‡Z n‡e|
weweGm †cÖvMÖvg
cvV ms‡¶c
• eÈb cÖYvjxi bK&kv cÖYq‡bi †¶‡Î m‡e©vËg Kvh©KvwiZv, cÖYvjxi cÖ‡qvRbxqZv, D‡Ïk¨, mxgve×Zv
BZ¨vw` we‡k- lY Ki‡Z nq Ges wewfbœ weKí cÖYvjx wPwýZ I g~j¨vqb Ki‡Z nq|
• GKKvjxb cY¨ µ‡qi cwigvY Kg n‡j †mevi cwigvY Kg n‡e Ges µ‡qi cwigvY †ewk n‡j †mevi
cwigvbI †ewk n‡e|
• evRv‡ii cÖK…wZ eÈb cÖYvjx wba©vi‡Y cÖfve m„wó K‡i _v‡K| †µZviv wbKU¯’ †`vKvb †_‡K cY¨ µ‡q
cÖZ¨vkv bv gv‡K©‡U wM‡q cY¨ µq cÖZ¨vkv K‡i †mUv we‡ePbv Ki‡Z n‡e|
• A_©‰bwZK †¶‡Î †ZRxfve weivRgvb n‡j cÖYvjx‡Z Aš—f~©³ cÖ‡Z¨‡KB cvi¯úwiK mn‡hvwMZvq wjß
n‡Z Pvq Ges `ª“Z wewb‡qvM cÖZ¨vkv K‡i|
• e¨cK eÈb c×wZ‡Z Drcvw`Z cY¨mvgMÖx hZUv m¤¢e †ewk msL¨K †`vKv‡bi gva¨‡g gRy` I †cÖiY
Kiv nq hv‡Z †fv³viv PvIqv gvÎB cY¨wU nv‡Zi Kv‡Q †c‡Z cv‡i|
• wKQy wKQy Drcv`bKvix Av‡Q hviv B”QvK…Zfv‡e Zv‡ì cY¨ weµ‡qi Rb¨ ga¨¯’Kvievixi msL¨v Kg
iv‡L Ges `yB GKwU cÖwZôvb‡K cY¨ weµ‡qi GK”QÎ AwaKvi cÖ`vb K‡i|
• ‡Kv¤úvwb Zv‡ì wbR¯^ weµqKgx©i msL¨v e„w× K‡i GK GK weµqKgx©‡K GK GK GjvKv fvM K‡i
w`‡q †m GjvKvi m¤¢ve¨ mKj †µZvi mv‡_ †hvMv‡hvM Ki‡Z cv‡i|
• hviv ¯^vaxb Kvh© Ges hv‡ì weµqKgx©iv A‡bK †Kv¤úvwbi mgRvZxq cY¨ †jb‡`b K‡i Zviv wbR¯^
weµq Kgx© bv evwo‡q Drcv`bKvixi G‡RwÝ wb‡qvM Ki‡Z n‡e|
• e¨vcK wfwËK eÈb eë¯’v M‡o Zzj‡Z n‡j ga¨¯’eëmvqx‡ì‡K KvwiMwi I Ab¨vb¨ mnvqK †mev
cÖ`v‡bi eë¯’v Ki‡Z nq| A‡bK mgq †hŠ_ cÖPviYvg~jK Kv‡R AskMÖnY Ki‡Z nq|
• c‡Yï weÁvcY, weµq cÖmvi, cY¨ mieivn, weµ‡qvËi †mev, g~j¨ BZ¨vw` †KŠkjMZ welq¸‡jv Øviv
eÈb cÖYvjx cÖfvweZ nq|
• c‡Yï KvwiMwi cÖK…wZ Z_v c‡Yï eënvi mnR ev RwUj n‡j eÈb cÖYvjx wba©vi‡Y cÖfve we¯—vi
K‡i| cY¨wU RwUj n‡j cÖ‡qvR‡b cÖYvjxi m`mïv cÖwk¶Y cÖZ¨vkv K‡i|
• ‡Kv¤úvwb cÖavb weKí¸‡jv kbv³ Kivi ci Ges Gi ga¨ †_‡K hvi Øviv †Kv¤úvwbi `xN©‡gqvw` D‡Ïk¨
me©vZœKfv‡e nvwmj n‡e Ggb GKwU cÖYvjx wba©viY Ki‡e|
• weµq cÖwZwbwa wb‡qvM Kiv n‡j Zv‡ì Dci wbqš¿Y _v‡K bv| KviY Giv ¯^vaxb cÖwZôvb| Z‡e
weµqKgx© wb‡qvM Ki‡j Zv‡ì Dci c~Y© wbqš¿Y cÖwZôv Kiv hvq|
cv‡VvËi g~j¨vqb
mwVK DË‡ii cv‡k wUK (√) wPý w`b|
1| eÈ‡bi Dci cÖfve we¯—viKvix †fv³vi Dcv`vb †Kvb&wU
K) evRv‡ii cÖK…wZ L) e¯‘MZ cÖK…wZ
M) KvwiMwi cÖK…wZ N) evRvi Ae¯’vb
2| ‡Kvb& êwkó¨ cY¨ wnmv‡e eÈ‡bi Dci cÖfve we¯—vi K‡i

K) e¯‘MZ cÖK…wZ L) cÖZ¨vwkZ †mev
M) µ‡qi cwigvY N) ‡µZvi cwigvY
3| Kv‡ì cÖZ¨vwkZ †mev Abyhvqx cÖYvjxi D‡Ïk¨ wba©viY Ki‡Z nq|

K) Pzovš— †µZv L) Uv‡M©U †µZv
M) fwel¨Z †µZv N) wbqwgZ †µZv

4| cuPbkxj c‡Yï Rb¨ wK ai‡bi eÈb cÖYvjx Dc‡hvMx
K) wZb ¯—i wewkó L) mivmwi eÈb
M) `yB ¯—i wewkó N) ‡KvbwUB bq
5| ÔPK‡jUÕ weµ‡qi Gi Rb¨ †Kvb& eÈb ‡KŠkj †bqv hvq

K) wbe©vwPZ eÈb L) mxwgZ eÈb
M) e¨vcK eÈb N) D‡j- wLZ me¸‡jv
6| Mvox weµ‡qi Rb¨ †Kvb& e›Ub †KŠkj Dc‡hvMx

K) mxwgZ eÈb L) wbe©vwPZ eÈb
M) e¨vcK eÈb N) ‡KvbwUB bq
weweGm †cÖvMÖvg
ga¨¯’Kvievix : cvBKvwi I LyPiv we‡µZv

(Middlemen : Wholesalers and Retailers)
D‡Ïk¨

cvBKvwi eëvmvq Ges G‡ì Kvh©vejx m¤ú‡K© aviYv jvf Ki‡Z cvi‡eb|
wewfbœ ai‡Yi cvBKvwi Kvievi Ges G‡ì cÖK…wZ mg‡Ü RvbZ cvi‡eb|
LyPiv Kvievi Ges G‡ì Kvh©vewj m¤ú‡K© aviYv jvf Ki‡Z cvi‡eb|
wewfbœ ai‡Yi LyPiv Kvievi Ges G‡ì cÖK…wZ mg‡Ü Rvb‡Z cvi‡eb|
cvBKvwi Ges LyPiv eëmv‡qi mvgwMÖK Kvh©µg g~j¨vqb Ki‡Z cvi‡eb|
cvBKvix eëmvqx (Wholesaling) t eZ©gvb e„n`vqZb Drcv`b eë¯’vq Drcv`bKvixi c‡¶ Drcvw`Z
cY¨ mvgMÖx †`‡k ev †`‡ki evB‡i LyPiv weµZv‡ì g‡a¨ eÈb Kiv m¤¢e bq| Drcv`‡Ki cY¨ eÈ‡bi
cÖavb `vwqZ¡ cvjb K‡i cvBKvwi eëmvq| Drcv`K, Avg`vwbKviK, G‡R›U ev Ab¨vb¨ Drm †_‡K c‡Yï
eënviKvixi wbKU cY¨ weµq Kivi mv‡_ RwoZ mswk- ó mKj e¨w³ ev cÖwZôv‡bi Kvh©vewj‡K cvBKvwi
eëmvq e‡j| GB cÖms‡½ Steven J. Skinner e‡jb, Wholesaling includes all the marketing
activities of channel members that sell products to retailers and other organizational
customers but not to ultimate customers. Ab¨fv‡e ejv hvq, hviv cybivq cY¨ weµq Kivi Rb¨
A_ev evwbwR¨K eënv‡ii Rb¨ cY¨ ev †mev µq K‡i Zv‡ì wbKU cY¨ ev ‡mev weµ‡qi mKj cÖKvi
Kvh©vewjB cvBKvwi Kviev‡ii Aš—f~©³| cvBKvwi eëmvq Drcv`K Ges LyPiv eëmvqx‡ì g‡a¨ ms‡hvM
¯’vcb K‡i cY¨ ev †mevi Drcv`b I eÈ‡bi KvR‡K mnR I MwZkxj K‡i †Zv‡j| mvaviYZ cY¨
Drcv`b Ges †fv³v‡ì Kv‡Q cY¨ eÈ‡bi Kv‡R cvBKvwi eëmvqxiv RwoZ _v‡K bv| D‡j- wLZ
Av‡jvPbv †_‡K cvBKvwi eëmvqx‡ì wbgœ wjwLZ êwkó¨ j¶ Kiv hvq|
• cvBKvwi eëmvqx †Kvb e¨w³ ev cÖwZôvb n‡Z cv‡i|
• mvaviYZ LyPiv eëmvqx, cyb: weµqKvix ev wkí eënviKvixi wbKU cY¨ weµq K‡i|
• cvBKvwi eëmvqxiv cY¨ †fv‡Mi Ges †fv³v‡ì mv‡_ RwoZ _v‡K bv|
• cvBKvwi eëmvqxiv Drcv`K Ges †fv³vi g‡a¨ ‡mZyeÜb wn‡m‡e KvR K‡i|
• Drcv`K Ges Ab¨ ga¨¯’Kvievix‡ì Rb¨ cvBKvwi eëmvqxiv bvbvwea Kvh© m¤úv`b K‡i _v‡K|
cvBKvix eëmv‡qi Kvh©vejx (Functions of wholesalers)t

cvBKvwi Kvievix cY¨ eÈ‡bi Rb¨ me‡P‡q ¸iyZ¡c~Y© fywgKv cvjb K‡i| Drcv`K Ges †fv³v‡ì g‡a¨
†mZzeÜb wn‡m‡e KvR K‡i| eZ©gvb e„n`vqZb eëmvq I wek¦vq‡bi hy‡M Drcv`b Ges †fv‡Mi g‡a¨
mgš^qKvix ga¨¯’Zv eëmvqx wn‡m‡e cvBKvwi eëmvqx AZ¨š— ¸iyZ¡c~Y© fywgKv cvjb K‡i| G‡ì
Kvh©µ‡gi gva¨‡g Drcv`K, LyPiv eëmvqx Ges †fv³viv wewfbœ fv‡e DcK…Z nq| ZvB cvBKvwi eëmv‡qi
mvgwMÖK Kvhv©ejx‡K wZbwU `„wó‡Kvb †_‡K Av‡jvPbv Kiv hvq|
1| Drcv`‡Ki cÖwZ cvBKvwi eëmvqxi Kvh©vewj (Functions to producers)
K) cY¨ evRviRvZKiY (Marketing the goods) t Drcv`‡Ki Drcvw`Z cY¨ evRviRvZKi‡Yi GKK
DrK…ó gva¨g n‡jv cvBKvwi eëmvqxiv| Giv Drcv`‡Ki wbKU †_‡K cÖPzi cwigvY cY¨ µq K‡i Ges
Zv wewfbœ ga¨¯’Kvievix‡ì wbKU weµ‡qi h_vh_ eë¯’v MÖnY K‡i|
L) cY¨ msi¶Y (Storing the goods) t Drcv`‡Ki wbKU †_‡K cY¨ µq K‡i cvBKvwi eëmvqx Zvi
wbR¯^ ¸`v‡g A_ev fvov Kiv ¸`v‡g cY¨ msi¶Y K‡i| d‡j Drcv`K cY¨ msi¶‡Yi nvZ †_‡K
i¶v cvq|
M) Drcv`‡b mnqZv (Aid to production) t cvBKvwi eëmvqxMY Drcv`‡Ki c¶ †_‡K cY¨ weµ‡qi
hveZxq eë¯’v MÖnY K‡i| d‡j Drcv`KMY wbwðš—fv‡e AwaK Drcv`‡bi cÖwZ g‡bv‡hvMx n‡Z
cv‡i|
N) Pvwn`v Ges †hvMv‡Yi fvimvg¨ i¶v Kiv (Balance between demand supply) t cvBKvwi
eëmvqxiv LyPiv eëmvqx‡ì gva¨‡g evRvi Pvwn`v m¤ú‡K© Rvb‡Z cv‡i Ges Drcv`K‡K †mB fv‡e
cY¨ Drcv`b Ki‡Z e‡j| Avevi DØ„Ë GjvKv †_‡K NvUwZ GjvKvq cY¨ mieivn K‡i Pvwn`v Ges
†hvMv‡Yi mgš^q K‡i _v‡K|
O) A_©ms¯’vb (Financing) t cvBKvwi eëmvqxMY Drcv`K‡K Drcv`‡bi c~‡e© AwMÖg A‡_©i †hvMvY †`q
h_vmg‡q wej cwi‡kva K‡i Ges KLbI KLbI wecyj cwigvb cY¨ GKmv‡_ bM‡` µq K‡i| GB
fv‡e cvBKviMY A_©ms¯’v‡b ¸i“Z¡c~Y© f~wgKv cvjb K‡i _v‡K|
P) c‡Yï g~j¨ w¯’wZkxj iv‡L (Price stabilization) t cvBKvwi †`‡ki wewfbœ AÂ‡j c‡Yï Pvwn`v
Abyhvqx Drcv`K‡K AW©vi w`‡q _v‡K| Drcv`K †mB fv‡e cY¨ Drcv`b Ges mieivn K‡i _v‡K|
d‡j †Kvb GjvKvq NvUwZ c‡o bv, hv c‡Yï g~j¨ w¯’wZkxj ivL‡Z mnvqZv cÖ`vb K‡i|
Q) SzuwK n«vm (Reducing risks) t cY¨ Drcv`‡bi ci †_‡K †fv‡Mi gaëZx© GKwU D‡j- L‡hvM¨ mgq
ch©š— mKj cÖKvi SuywK cvBKviMY enY K‡i| †hgb, Pvwn`vi cwieZ©b, cY¨ bó, cY¨ Pzwi, AweµxZ
cY¨ AwMœKvÛ BZ¨vw` SzuwKmg~n cvBKvwi eëmvqxMY enY K‡i _v‡K|
R) evRvi m¤cÖmviY (Market expansion) t cvBKviMY wbR ¯^‡_©B cY¨ cÖ`k©Y, weÁvcb cÖ`vb, LyPiv
eëmvqx‡ì mnvqZv `vb Ges wewfbœ cÖ‡Póvi gva¨‡g Drcv`‡Ki c‡Yï Pvwn`v e„w× I evRvi
m¤cÖmvi‡Yi †Póv K‡i| d‡j Drcv`‡Ki c‡¶ evRv‡i cÖ‡ek mnR nq Ges †µZviv jvfevb nq|
2) LyPiv eëmvqx‡ì cÖwZ Kvh©vejx (Functions to retailers) t cvBKvwiM‡Yi cÖavY µZv n‡jv LyPiv
KvievixMY| LyPiv Kvievixiv cÖvq mKj †¶‡ÎB cY¨ msMÖ‡ni Rb¨ cvBKvwi eëmvqx‡ì Dci wbf©ikxj
_v‡K weavq LyPiv eëmvqx‡ì cÖwZ cvBKvwi eëmvqx‡ì wKQy `vq `vwqZ¡ _v‡K| wb‡gœ welq¸‡jv Av‡jvPbv
Kiv n‡jv|
K) µq cÖwZwbwa (Purchasing agent) t cvBKvwiMY LyPiv evievix‡ì µq cÖwZwbwa wn‡m‡e wewfbœ
Drm †_‡K cY¨ msMÖn K‡i gRy` iv‡L| LyPiv KvievixMY Zv‡ì cÖ‡qvRb Abyhvqx †h‡Kvb mg‡q
cvBKvwi‡ì wbKU †_‡K cY¨ msMÖn Ki‡Z cv‡i|
L) cwienb e¨q n«vm (Reducing transportation cost) t eZ©gv‡b AwaKvsk cvBKviMY Zv‡ì wbR¯^
cwien‡Yi gva¨‡g LyPiv eëmvqx‡ì wbKU cY¨ †cuŠ‡Q w`‡q _v‡K| d‡j LyPiv Kvievix‡ì cY¨ msMÖn
Ki‡Z †Kvb Amyweav nqbv Ges cY¨ cwienY LiP n«vm cvq|
weweGm †cÖvMÖvg
M) ¸`vgRvZKiY (Warehousing) t LyPiv Kvievixi cÖ‡qvRbxq cY¨ mieiv‡ni j‡¶ cvBKvwi eëmvqx
ch©vß cwigvY cY¨ ¸`vgRvZ K‡i| d‡j LyPiv eëmvqx‡K c„_K fv‡e cY¨ ¸`vgRvZ Ki‡Z nq bv|
cÖ‡qvR‡bi mgq Zviv cvBKvwi‡ì wbKU †_‡K msMÖn K‡i †bq|
N) Avw_©K mvnvh¨ (Financial aid) t ‡ewkifvM †¶‡ÎB LyPiv eëmvqxiv cvBKvwi‡ì KvQ †_‡K evwK‡Z
cY¨ msMÖn K‡i _v‡K| d‡j LyPiv Kvievix‡ì Kvh©Kix g~ja‡Yi NvUwZ _v‡K bv| LyPiv Kvievix‡ì
Rb¨ me©`v cY¨ gRy` iv‡L|
O) Z_¨ mieivn I civgk©`vb (Supply of information and advising) t cvBKviMY cY¨ Drcv`b,
mieivn, gRy` gvj wbqš¿b, g~j¨ msµvš— welq, c‡Yï weµ‡qvËi †mev, weÁvcb Ges cÖPvi msµvš—
wewfbœ wel‡q LyPiv eëmvqx‡K civgk© cÖ`vb K‡i _v‡K|
P) ‡kªYxe×KiY I †gvoKxKiY (Grading and packaging) t cvBKvwi eëmvqx LyPiv eëmvqxi
cÖ‡qvRb Abyhvqx cY¨‡K wewfbœ †MÖ‡W fvM K‡i Ges cÖ‡qvRbxq gvbm¤§Z I AvKl©bxq †gvo‡K cY¨
mieivn K‡i LyPiv Kvievixi weµq K‡R mnvqZv `vb K‡i _v‡K|
Q) cY¨ †diZ (Returning goods ) t cvBKvwi eëmvqxMY LyPiv eëmvqxi wbKU †_‡K µwUc~Y© Ges
AwewµZ cY¨ †diZ †bq| d‡j LyPiv eëmvqx‡ì cY¨ weµqRwbZ SzuwK n«vm cvq|
R) wewea †mev (Miscellaneous) t cvBKvwi eëmvqxMY LyPiv eëmvqx‡ì‡K wewfbœ cÖKvi weµq †mev
cÖ`vb K‡i _v‡K| †hgb webvg~‡j¨ bgybv cÖ`vb, Kvievix evUªv cÖ`vb, Dcnvi mvgMÖx cÖ`vb BZ¨vw`|
3) mgv‡Ri cÖwZ cvBKvwi eëmvqxi Kvh©vejx (Functions to society) t cvBKvwi Kvievixi gyj j¶
n‡jv gybvdv AR©b| Z_vwc cvBKvwi eëmvq g~jZ GKwU mvgvwRK msMVb| cvBKvwi‡ì gva¨‡g wbgœ-
wjwLZ ¸i“Z¡c~Y©-mvgvwRK Kvh©vewj m¤úvw`Z n‡q _v‡K|
K) DbœZgv‡bi cY¨ mieivn (Supplying quality goods)t cvBKvwi eëmvqxiv DbœZgv‡bi cY¨
mieivn K‡i †fv³vi Ges †µZvi RxebhvÎvi gvb Dbœq‡b we‡kl f~wgKv cvjb K‡i| G‡Z cvBKvwi
eëmvqxi mvgvwRK `vwqZ¡I cvwjZ nq|
L) RbM‡Yi Pvwn`v c~iY (Fulfill public demand) t Drcv`bKvix cvBKi‡ì gva¨‡g Z_¨ msMÖn K‡i
†fv³v‡ì fwel¨Z Pvwn`v Abyhvqx cY¨ Drcv`b Ges mieiv‡ni eë¯’v K‡i| d‡j RbMY Pvwn`v
Abyhvqx cY¨ †fvM Ki‡Z cv‡i|
M) Kg g~j¨ cY¨ †fvM (Product consume at minimum cost) t cvBKvwiiv GK mv‡_ A‡bK cY¨
µh K‡i _v‡K| d‡j Drcv`bKvixivI e„n`vqZb Drc`‡b DrmvwnZ nq| Gi d‡j c‡Yï GKK g~j¨
Kg nq Ges †fv³viv Kg g~‡j¨ cY¨ †c‡q _v‡K|
N) Kg©ms¯’v‡bi m„wó (Employment) t cvBKvwi eëmvqxiv wewfbœgyLx Kvh©µ‡gi mv‡_ †`‡ki AmsL¨
†jv‡Ki RxweKv RwoZ i‡q‡Q| G mKj Kg©ms¯’v‡bi d‡j †eKvi mgm¨v wKQyUv n‡jI jvNe n‡”Q Ges
mgv‡R w¯’wZkxj Ae¯’v weivR Ki‡Q|
O) bZzb cY¨ †fv‡Mi myweav (Advantages of new product consume) t cvBKvi†ì gva¨‡g †`‡ki
wfZ‡i I evB‡i †h mKj bZzb cY¨`ªe¨ Drcvw`Z nq Zvi evRvi m„wó Ges Dcw¯’Z c‡Yï evRvi
m¤cÖmvwiZ nq|
P) A_©‰bwZK Dbœqb (Economic development) t cvBKviiv bZzb cY¨, evRvi m¤cÖmviY, Kg©ms¯’vb,
Pvwn`v m„wó K‡i _v‡K hv †`‡ki A_©‰bwZK Dbœq‡b f~wgKv iv‡L|
cvBKvwi eëmv‡qi †kªYxwefvM (Classification of Wholesalers)t

cvBKvwi eëmvq ev cvBKvwi Kvievix wewfbœ ai‡Yi n‡q _v‡K| evRviRvZKiY cwi‡e‡ki cwieZ©‡bi
mv‡_ msMwZ †i‡L cvBKvwi eëmvqxiv Zvì Kvh©vejxi mgš^q K‡i _v‡K| cvBKvwi eëmv‡K wewfbœ
`„wó‡Kvb †_‡K †kªYxwefvM Kiv hvq| wb‡gœ wewfbœ †kªYxi cvBKvwi eëmv‡qi miƒc eY©bv Kiv n‡jv|
1| gv‡P©›U cvBKvwi eëmvqx (Merchant wholesalers) t ‡h mKj cvBKvwi eëmvqx ¯^vaxb fv‡e
wbR¯^ g~jab wewb‡qvM Ki SzuwK MÖn‡Yi gva¨‡g eëmv cwiPvjbv K‡i Zv‡K gv‡P©›U cvBKvi e‡j| gv‡P©›U
cvBKvi‡K `yB fv‡M fvM Kiv hvq|
K) c~Y© †mev`vbKvix cvBKvwi eëmvqx (Full-service wholesalers) t ‡h mKj cvBKvwi eëmvqxiv
cvBKvwi eëmv‡qi cÖvq mKj cÖKvi †mev cÖ`vb K‡i Zv‡K c~Y© †mev`vbKvix cvBKvwi eëmvqx e‡j|
wewfbœ ai‡Yi c~Y© †mev`vbKvix cvBKvwi eëmvqx †`Lv hvq †hgbt
i) mvaviY c‡Yï cvBKvi (General merchandise wholesalers) t Giv mvaviYZ nvW©Iqvi,
m~PxcY¨, ê`y¨wZK miÁvg, dvwb©Pvi, hš¿cvwZ, JlacÎ, Km‡gwUK BZ¨vw` AcPbkxj c‡Yï GK
wekvj m¤¢vi wb‡q Kvievi K‡i| Giv cÖvqB Lye †ewk cwigvb cY¨ weµq K‡i _v‡K|
ii) mxwgZ c‡Yï cvBKviiv (Limited line wholesalers) t G ai‡Yi c‡Yï cvBKviiv mvaviY c‡Yï
cvBKvi A‡c¶v Kg msL¨vK Ges Kg cwigvb cY¨ wb‡q Kvievi K‡i| Giv mvaviš— gyw`cY¨,
†cvlvK cÖf„wZ kwcs cY¨ I myweav cY¨ wb‡q Kvievi K‡i|
iii) we‡kl c‡Yï cvBKvi (Specialist wholesalers) t Giv LyeB KgmsL¨vK cY¨ we‡klZ GKwU
we‡kl †kªYxi cY¨ wb‡q Kvievi K‡i| †Kvb cvBKvi †Kej gvÎ Avjy, Pvj, cvU BZ¨vw` wb‡q Kvievi
Ki‡Z cv‡i|
L) mxwgZ †mev`vbKvix cvBKvwi eëmvqx (Limited service wholesalers) t ‡h mKj cvBKvwi

eëmvqx c‡Yï gvwjKvbv ¯^Z¡ MÖnY Ki‡jI cvBKvi‡ì mKj cÖKvb mvaviY Kvh©vewj m¤úv`b K‡i bv,
Zv‡ì‡K mxwgZ †mev`vbKvix cvBKvi ejv nq| GB mKj cvBKviMY cY¨ mieivn, FY gÄyi, gRy`
gv‡ji wbqš¿b, evRviRvZKiY Z_¨ BZ¨vw` Kv‡Ri mv‡_ RvwoZ _v‡K bv| wb‡gœ GBiƒc cvBKvi‡ì
†kªYxwefvM Av‡jvPbv Kiv n‡jvt
i) bM` cvBKvi (Cash and carry wholesalers) t †h mKj cvBKvwi eëmvqx LyPiv eëmvqx‡ì
wbKU bM` g~‡j¨ cY¨ weµq K‡i Zv‡ì‡K bM` cvBKvi e‡j|
ii) UªvK cvBKvi (Truck wholesalers) t ‡h mKj cvBKvwi eëmvqx mxwgZ mvwii cY¨ bM` g~‡j¨
wbR¯^ cwien‡Y ev †Wwjfvix `v‡bi gva¨‡g †µZvi wbKU cY¨ mieivn K‡i Zv‡ì‡K UªvK cvBKvi
ejv nq| †hgb: iywU, mœvKm RvZxq Lv`¨|
iii) Wªc wkcvi (Drop shippers) t Giv mvaviYZ fvwi Ges Kg `vwg cY¨ wb‡q Kvievi K‡i| Giv †h
cY¨wU wb‡q Kvievi K‡i †mwU wb‡Ri Kv‡Q iv‡L bv| cY¨wU Zviv Drcv`‡Ki ¸`v‡gB †i‡L †`q|
c‡Yï µq weµq †mLvb †_‡KvB m¤úvw`Z nq|
iv) WvKevnx cwienY (Mail order wholesalers) t Giv WvK‡hv‡M ev †Uwj‡dv‡b cÖvß AW©vi †gvZv‡eK
†µZv‡ì wbKU WvK‡hv‡MB cY¨ cvwV‡q †`q| †µZviv c‡Yï K¨vUvjM †`‡L ev weÁvc‡bi gva¨‡g
cY¨ m¤ú‡K© †R‡b Z`byhvqx cvBKv‡ii Kv‡Q AW©vi †`q|
weweGm †cÖvMÖvg
v) i¨vK Revim (Rack jobbers) t ‡h †h cY¨ Giv weµq K‡i †m †m c‡Yï Rb¨ †mjd ev †Km cÖ`vb
K‡i hv‡Z D³ cY¨ cÖ`k©b Kiv hvq| G Kvi‡YB G‡ì i¨vK Revim ejv nq| Giv †µZv‡ì wKQyUv
c~Y© †mev cÖ`v‡bi †Póv K‡i|
vi) Drcv`bKvix‡ì mgevq mwgwZ (Producers cooperatives) t K…wlRvZ cY¨ Drcv`bKvix K…lKiv
Zv‡ì Drcvw`Z cY¨ weµ‡qi Rb¨ GKRvZxq cvBKvwi Kvievi M‡o ‡Zv‡j| Giv GKmv‡_ m`m¨
‰Zwii gva¨‡g wewfbœ LyPiv Kvievixi wbKU cY¨ weµq K‡i|
2) wkí eÈbKvix (Industrial distributions) t ‡h mKj cvBKvwi eëmvqxiv LyPiv Kvievix‡ì wbKU
cY¨ weµh bv K‡i Drcv`bKvixi wbKU cY¨ weµq K‡i Ges hviv evwK‡Z cY¨ weµq K‡i, cY¨ msi¶Y,
BZ¨vw` †mev cÖ`vb K‡i Zv‡K wkíxq eÈbKvix e‡j| Giv mvaviYZ wk‡íi Rb¨ cÖ‡qvRbxh KuvPvgvj Ges
Avbylw½K I mnvqK hš¿cvwZ wkí cÖwZôv‡b mieivn K‡i _v‡K| Giv LyPiv Kvievix‡ì wbKU cY¨ weµq
K‡i bv Ges †Kvb cÖKvi †fvM¨ cY¨ wb‡q Kvievi K‡i bv|
3) `vjvj Ges cÖwZwbwa cvBKvi (Brokers and agents wholesalers) t ‡h mKj cvBKviiv c‡Yï
¯^Z¡ MÖnY K‡i bv wKš‘ ga¨¯’Kvievix‡ì f~wgKv cvjb K‡i Zv‡ì‡K cÖwZwbwa ev `vjvj ejv nq| eëmv‡q
†¶‡Î wewfbœ cÖKvi `vjvj I cwZwbwa cvBKvi †`Lv hvq| †hgbt
K) `vjvj (Brokers) t hviv cY¨ µh weµ‡q ga¨¯’Kvievixi f~wgKv cvjb K‡i wKš‘ c‡Yï ¯^Z¡ MÖnY
K‡ibv Zv‡ì‡K `vjvj e‡j| Giv †jb‡`b cwiPvjbvi Rb¨ c¶mg~‡ni wbKU †_‡K `vjvjx A_ev
cvwikªwgK †c‡q _v‡K|
L) cÖwZwbwa (Agents) t ‡h mKj cvBKvi †µZv Ges we‡µZvi c‡¶ Kwgk‡Yi wfwË‡Z cY¨ µq weµq
K‡i Zv‡ì‡K cÖwZwbwa ejv nq| mvaviYZ weµqKgx©i gva¨‡g cY¨ weµq m¤¢eci bv n‡j cÖwZwbwa
wb‡qvM Kiv nq| wewfbœ ai‡Yi cÖwZwbwa †`Lv hvq| †hgb: Drcv`‡Ki cÖwZwbwa, weµq cÖwZwbwa Ges
KwgkY wfwËK eëmvqx|
4| Drcv`‡Ki cvBKvi (Manufacturers wholesalers)t †h mKj cvBKvwi eëmvqx Drcv`‡Ki

cÖZ¨¶ ZË¡veav‡Y Ges gvwjKvbvq cwiPvwjZ nq, Zv‡ì‡K Drcv`‡Ki cvBKvi ejv nq| †hgbt weµq
kvLv Ges weµq Awdm|
5| we‡kl cvBKvi (Special wholesalers) t D‡jøwLZ cvBKvwi eëmvqx QvovI wKQy we‡kl ai‡Yi
cvBKvi †`Lv hvq|
K) wbjvg cvBKvi (Auction wholesalers) t Giv GKwU wbw`©ó ¯’v‡b Drcv`‡Ki cY¨ wbjvg Wv‡Ki
eë¯’v K‡i|
L) Avg`vwb-ißvwb cvBKvi (Import-Export wholesalers) t †h mKj cvBKvi c‡Yï Avg`vwb I
ißvwb eëmv‡qi mv‡_ RwoZ _v‡K| Zv‡ì‡K Avg`vwb-ißvwb cvBKvi e‡j|
LyPiv eëmvq (Retailing)

cY¨ evRviRvZKiY cÖwZôvbmg~n‡i g‡a¨ LyPiv Kvievi n‡”Q me©‡kl I me©vwaK ¸iyZ¡c~Y© cÖwZôvb| Pzovš—
†fv³v‡ì wbKU cY¨ ev †mev weµ‡qi c×wZ‡K LyPiv eëmvq e‡j| †h mKj e¨w³ ev cÖwZôvb cvBKvwi
eëmvqx, Drcv`K ev Ab¨ †Kvb ¯’vb †_‡K AwaK cwigvb cY¨ µq K‡i PzovšÍ †fv³vi Pvwn`v Abyhvqx
mieivn K‡i Zv‡ì Kvh©µg‡K LyPiv eëmvq e‡j| W.J. Stantan Gi g‡Z Retailing includes all
activities directly related to the sale of goods or service to the ultimate consumer for
personal, non-business use. mZzivs ejv hvq cvBKvwi eëmvqx, Drcv`K ev Ab¨ †Kvb Drm †_‡K
cY¨ µq K‡i e¨w³MZ I A-eëmvqxK eënv‡ii Rb¨ hviv cY¨ `ªe¨ µq K‡i Zv‡ì wbKU weµ‡qi
hveZxq Kvh©vewj‡K LyPiv Kvievi e‡j| LyPiv eëmv‡qi wbæ wjwLZ êwkó¨mg~n cvIqv hvq|
• LyPiv Kvievixiv n‡jv GK †kªYxi ga¨¯’Kvievix|
• LyPiv eëmvq n‡”Q †Kvb e¨w³, ev cÖwZôvb|
• LyPiv eëmvqxiv Pzovš— †fv³v‡ì wbKU cY¨ weµq K‡i|
• LyPiv eëmvqxiv cÖavbZ cvBKvwi‡ì wbKU †_‡K cY¨ msMÖn K‡i|
• ga¨¯’Kvievix‡ì g‡a¨ LyPiv eëmvqxi msL¨v me‡P‡q †ewk|
• LyPiv eëmvq cY¨ n¯—vš—i cÖwµqvq me©‡kl avc|
LyPiv Kviev‡ii Kvh©vewj (Functions of Retailing) t LyPiv eëmvqxMY eÈb cÖYvjxi me©‡kl cÖv‡šÍ
Ae¯’vb K‡i e‡j cY¨ eÈ‡b ¸iyZ¡c~Y© f~wgKv cvjb K‡i| Giv †Kej cY¨ µq weµ‡qi g‡a¨B mxgve×
_v‡K bv eis Av‡iv A‡bK ¸iyZ¡c~Y© Kv‡Ri mv‡_ RwoZ _v‡K| wb‡gœ LyPiv eëmvqx‡ì D‡jøL‡hvM¨
Kvh©vewj weeiY †Ìqv n‡jvt
1| cY¨ µq (Purchase) t LyPiv Kvievix‡ì cÖavb KvR n‡jv †fv³v‡ì Pvwn`v, iywP †gvZv‡eK
Drcv`K, cvBKvi ev Ab¨ †h †Kvb ¯’vb †_‡K cY¨ µq ev msMÖn Kiv|
2| weµq (Selling) t msM„n cY¨ mwVK mg‡q mwVK †µZv‡ì wbKU cY¨ weµq KivI LyPiv eëmvqx‡ì
cÖavb KvR|
3| cwienY (Transportation) t wewfbœ Drm †_‡K cY¨ msMÖn Kivi Rb¨ LyPiv eëmvqx‡ì h_vh_
cwien‡Yi eë¯’v Ki‡Z nq|
4| ¸`vgRvZKib (Warehousing) t ‡µZv‡ì Pvwn`v Abyhvqx cY¨ gRy` ivLv Ges msi¶‡Yi gva¨‡g
mgqMZ Dc‡hvM m„wó Kiv G‡ì cÖavb KvR|
5| †gvoKxKiY (Packaging) t ‡µZv‡ì Pvwn`v Abyhvqx cY¨‡K IRb I g~‡jï wfwË‡Z wewfbœ ¶y`ª ¶z`ª
As‡k wef³ K‡i †gvoKxKiY Kiv| Gi d‡j †µZv‡ì µq AvMÖn e„w× cvq|
6| g~j¨ wbav©iY (Price determination) t c‡Yï µq g~‡jï mv‡_ LyPiv eëmvqx Zvi cÖZ¨vwkZ gybvdv
†hvM K‡i c‡Yï g~j¨ wbav©iY K‡i| g~j¨ wbav©iY LyPiv eëmvqxi Ab¨Zg ¸iyZ¡c~Y© KvR|
7| A_©ms¯’vb (Financing) t RbaviY‡K av‡i cY¨ ev evwK‡Z cY¨ mieivn K‡i| A‡bK mgq
cvBKvwi‡ì wbKU †_‡K bM` g~‡j¨ cY¨ µq K‡i A‡_©i Pvwn`v c~iY K‡i|
8| SuywK MÖnY (Risk taking) t ‡µZv‡ì Rb¨ Giv wewfbœ ai‡bi SuywK MÖnY K‡i| G¸‡jvi g‡a¨ g~j¨
cwieZ©b, Pvwn`v cwieZ©b, cY¨ bó I Awewµ BZ¨vw`|
9| weµ‡qvËi †mev (Post sales service) t ‡µZv‡ì me‡P‡q Kv‡Qi ga¨¯’Kvievix n‡jv LyPiv
eëmvqxiv| d‡j LyPiv Kvievix‡ì wewfbœ ai‡bi weµ‡qvËi †mev cÖ`vb Ki‡Z nq|
10| wnmve i¶Y (Accounting) t LyPiv Kvievix‡ì KvR n‡jv wb‡Ri eëmv‡qi wnmve i¶Y Ges
cvBKvwi ev Drcv`‡Ki wnmvecÎ msi¶Y Kiv|
11| cÖ‡gvkb KvR (Promotional activities) t cÖPwjZ Ges bZzb cY¨ m¤ú‡K© †µZv‡ì Rvbv‡bv
G‡ì cÖavb KvR| GQvov LyPiv eëmvqxiv weµ‡qi †¶‡Î e¨w³K weµ‡qi f~wgKv cvjb K‡i _v‡K|
weweGm †cÖvMÖvg
12| evRvi Z_¨ mieivn (Supply market information) t †h‡nZz LyPiv eëmvqxiv †µZv‡ì
me‡P‡q Kv‡Q _v‡K d‡j cY¨ m¤ú‡K© †µZv‡ì gZvgZ, Awf‡hvM BZ¨vw` msMÖn K‡i Drcv`K ev
cvBKvwi eëmvqx‡K mieivn K‡i|
13| Dc‡`k I civgk© (Suggestions and advice) t cY¨ wbev©Pb, cY¨ g~j¨, cY¨ ¸bv¸b, cY¨ eënvi
BZ¨vw` wel‡q LyPiv eëmvqxiv †µZv‡ì Dc‡`k I civgk© w`‡q _v‡K|
LyPiv eëmv‡qi cÖKvi‡f` (Types of Retailing) t wek¦e¨vcx Rb‡Mvôxi Pvwn`v c~iY Ges `ªe¨ I †mevi
mieivn Ki‡Q LyPiv eëmvq cÖwZôvb| eZ©gvb we‡k¦ wewfbœ AvKvi AvK…wZ I bZzb ai‡Yi LyPiv Kviev‡ii
Avwef©ve n‡”Q| LyPiv Kviev‡ii m¤úvw`Z wewfbœ cÖKvi Kvh©vewj Abyhvqx Zv‡ì wewfbœ ai‡Yi ‰ewkó¨
_v‡K Ges Zv‡ì wewfbœ †kªYx‡Z wef³ Kiv hvq| wb‡æ LyPiv eëmv‡qi wewfbœ iKg aiY wb‡q Av‡jvPbv
Kiv n‡jv|
1| ‡mev `v‡bi cwigvY (Amount of service) t wewfbœ ai‡Yi c‡Yï Rb¨ wewfbœ ai‡Yi †mevi
cÖ‡qvRb nq| †mevi cwigv‡bi wfwË‡Z LyPiv eëmv‡K wZbwU †kªYx‡Z fvM Kiv nq|
K) ¯^-‡mev LyPiv eëmvq (Self service retailers) t ‡h LyPiv eëmvq cÖwZôv‡Y †µZv‡ì‡K wb‡R‡ì
cÖ‡qvRbxq cY¨ wb‡R‡ì Ly‡R †ei Ki‡Z nq Zv‡K ¯^-‡mev LyPiv eëmvq e‡j| †hgbt mycvi
gv‡K©U¸‡jv GB ai‡Yi L~Piv eëmvq|
L) mxwgZ †mev LyPiv eëmvq (Limited service retailers) t GB †kªYxi LyPiv eëmv‡qi †¶‡Î Pzovš—
†fv³v‡ì KwZcq wbw`©ó †¶‡Î †mev cÖ`vb Ki‡Z nq| GB cÖwZôvb¸‡jv cÖavbZ mwcs cY¨ weµq
K‡i|
M) c~Y© †mev`vbKvix LyPiv eëmvq (Full service retailers) t ‡h mKj LyPiv eëmvq Pzovš— †fv³v‡ì
cÖ‡qvRbxq mKj †mev cÖ`vb K‡i Zv‡ì‡K c~Y© †mev`vbKvix LyPiv eëmvq e‡j| GB weµqKgx©iv
me©`vB †µZv‡ì ‡mevq wb‡qvwRZ _v‡K|
2| cY¨ mvwii wfwË‡Z LyPiv eëmvq (Prodcut line retailing) t cY¨ mvwii wfwË‡Z LyPiv eëmvq‡K
wewfbœ †kªYx‡Z fvM Kiv hvq| wb‡æ G‡ì weeiY †Ìqv n‡jv|
K) wewkó c‡Yï †`vKvb (Speciality store) t ‡h LyPiv eëmvqxiv wbw`©ó †Kvb cY¨ wb‡q eëmv K‡i
Zv‡K wewkó c‡Yï †`vKvb e‡j| †hgb: PvD‡ji †`vKv‡b wewfbœ †kªYxi PvDj _v‡K Ges Giv ‡Kej
PvDj wb‡q Kvievi K‡i _v‡K|
L) wefvMxq wecwb (Department store) t GKB gvwjKvbv I cwiPvjbvq wewfbœ cÖKvi cY¨ c„_K c„_K
wefv‡Mi gva¨‡g LyPiv weµ‡qi eë¯’v Kiv n‡j Zv‡K wefvMxq wecwb ejv n‡q _v‡K| evsjv‡`‡k
cÖK…Z A‡_© †Kvb wefvMxq wecwb †bB|
M) mycvi gv‡K©U (Super market) t mycvi gv‡K©U n‡jv A‡c¶vK…Z e„n`vqZ‡bi Kg gybvdv‡fvMx LyPiv
Kviev‡ii ¯^-‡mev wfwËK GKwU cÖwZôvb hv AwaK cwigv‡b we‡klZ Lv`¨ m¤¢vi wb‡q Kvievi K‡i| G
RvZxq cÖwZôv‡b Lv`¨mvgMÖxi hveZxq AvB‡Ug _v‡K| GLv‡b †Kvb weµqKgx© _v‡K bv Ges KvDUv‡i
wM‡q `vg cwi‡kva Ki‡Z nq| evsjv‡`‡k cÖK…Z A‡_© †Kvb mycvi gv‡K©U †bB|
N) Kb‡fwb‡qÝ ‡÷vim (Convenience store) t ‡h ¶z`ªvqZb LyPiv eëmv cÖwZôvb¸‡jv wPiPvwqZ cš’vq
mxwgZ msL¨K `ªyZ weµq‡hvM¨ cY¨ wb‡q eëmv‡q wb‡qvwRZ| †mB¸‡jv‡K Kb‡fwb‡qÝ †÷vi e‡j|
GB RvZxq LyPiv eëmvq cÖwZôvb¸‡jv mvaviš— Lv`¨ mvgMÖx weµq K‡i _v‡K|
O) mycvi †÷vi (Super store) t mycvi †÷vi n‡”Q GKwU Kvievi cÖwZôvb hviv ‡Kej Lv`¨ mvgMÖxB bq
eis †µZviv wbqwgZfv‡e †h me ˆbwgwËK, kwcs ev we‡kl cY¨ wK‡b _v‡K Zv meB wewµ K‡i _v‡K|
GLv‡b †µZv‡ì cÖ‡qvRbxq cÖvq mKj c‡Yï gRy` ivLv nq| GQvov GLv‡b †µZv‡ì Mvwo cvwKs,
†PK K¨vwks, †ió iyg BZ¨vwì eë¯’v _v‡K|
P) K¨vUvMwi wKjvi (Category killer) t †h we‡klvwqZ LyPiv eemvq cÖwZôv‡Y we‡kl cY¨ mvwii wecyj
cY¨ m¤¢vi Dc¯’vcb K‡i Ges weµq Kgx©iv mvaviš— mKj cY¨ m¤ú‡K© e¨cK aviYv iv‡Lb Zv‡K
K¨vUvMwi wKjvi e‡j|
3| Zzjbvg~jK g~‡jï wfwË‡Z LyPiv eëmvq (Relative price) t AwaKvsk LyPiv eëmvq cÖwZôvb
¯^vfvweK g~j¨ wbav©iY K‡i Ges mvaviY gv‡bi cY¨ Ges †mev Advi K‡i| Avevi wKQy cÖwZôvb D”P g~‡j¨
D”P gv‡bi †mev cÖ`vb K‡i| d‡j Zzjbvg~jK g~‡jï wfwË‡Z LyPiv eëmv‡qi wewfbœ †kªYxwefvM Kiv hvq
hv wb‡æ Av‡jvPbv Kiv n‡jv|
K) wWmKvD›U †÷vim (Discount stores) t GB RvZxq LyPiv Kvievixiv mgRvZxq cY¨ Ab¨vb¨ †`vKvb
A‡c¶v Zzjbvg~jK Kg g~‡j¨ weµq K‡i| GLv‡b †ewk cwigvb weµ‡qi gva¨‡g gybvdv AR©‡bi †Póv
Kiv nq|
L) Ad cÖvBm LyPiv eëmvqx (Off price retailing) t ‡h mKj LyPiv eëmvq cÖwZôvb Drcv`‡Ki
DcRvZ cY¨, µywUhy³ cY¨, †diZ cY¨, AwZwi³ Drcv`bRwbZ cY¨ wWmKvD›U g~‡j¨ †µZv‡ì wbKU
weµq K‡i †mB ¸wj‡K Ad cÖvBm LyPiv eëmvq eiv nq|
4| msMV‡Yi wfwË‡Z LyPiv Kvievi (Organization based retailing) t LyPiv eëmv cÖwZôvb
gvwjKvbvi wfwË‡Z cwiPvwjZ n‡jI K‡c©v‡iU A_ev Pzw³wfwËK LyPiv eëmvq cÖwZôv‡bi msL¨v cÖwZwbqZ
e„w× cv‡”Q| wb‡æ GB ‡kªYxi LyPiv eëmv‡qi wewfbœ iƒc †`Lv‡bv n‡jvt
K) †PBb †÷vi (Chain store) t ‡PBb †÷vi GKwU e„n`vqZ‡bi LyPiv Kvievi hv GKB gvwjKvbvq I
wbqš¿‡b wewfbœ ¯’v‡b cÖwZwôZ KZK¸‡jv weµq †µ‡›`ªi gva¨‡g GKB ai‡Yi cY¨ weµq Kiv nq|
ebdz‡ji wewói †`vKvb GB †kªYxi Aš—f~³|
L) dªvb mvBR msMVb (Franchise organization) t ‡h LyPiv eëmv‡q Drcv`bKvix, cvBKvwi we‡µZv,
†mev cÖwZôvb BZ¨vwì mv‡_ GKwU Pzw³i gva¨‡g ¯^vaxbfv‡e GK ev GKvwaK †`vKv‡bi gvwjKvbv I
cwiPvjbv jv‡fi AwaKvi jvf K‡i Zv‡K dªvbmvBR msMVb e‡j| †hgb: Zvevwb †efv‡iR †KvKv-
‡Kvjv Avgv‡ì †`‡k d«vbmvB‡Ri gva¨‡g cY¨ Drcv`b I evRviRvZ K‡i _v‡K|
M) gv‡P©ÛvBwRs GKwÎKiY (Merchandising conglomerates) t ‡Kw›`ªq gvwjKvbvq wewfbœ LyPiv
eëmvqxi mgš^‡q MwVZ K‡cv©‡ikb‡K gv‡PÛªvBwRs GKwÎKiY ejv nq|
5| wecwY wenxb LyPiv eëmvq (Non-Store retailing)t

K) mivmwi weµq (Dircet selling) t †h mKj LyPiv eëmvqxiv †µZv‡ì mvg‡b mivmwi Dcw¯’Z n‡q
cY¨ weµq K‡i Zv‡K mivmwi weµq e‡j| Avgv‡ì †`‡k `ya, gvQ, kvKmewR, msev`cÎ BZvw`
†¶‡Î mivmwi weµq †`Lv hvq|
L) †Uwjgv‡K©wUs (Tele-marketing) t evRviRvZKiY Kvh©µg †Uwj‡dv‡bi gva¨‡g m¤úbœ Kivi
cÖwµqv‡K †Uwj gv‡K©wUs e‡j| †Uwj‡dv‡b †µZv‡ì mv‡_ †hvMv‡hvM K‡i cY¨ weµq Kiv nq|
weweGm †cÖvMÖvg
M) †Uwjwfkb †nvg mwcs (Television home shopping) t ‡Uwjwfk‡b cY¨ cÖ`k©b Kiv nq Ges cY¨
msµvš— wewfbœ Z_¨ Zz‡j aiv nq| c‡i ‡µZviv †Uvj wdª b¤^‡i wiK‡i cY¨ AW©vi cÖ`vb K‡i| GB
cÖwµqv‡K †Uwjwfkb †nvg mwcs e‡j|
N) Ab-jvBb LyPiv eëmvq (Online retailing) t evwbwR¨K Ab jvBb ‡mev MÖnY K‡i †µZviv
Kw¤úDUv‡ii gva¨‡g µq Av‡`k cÖ`vb Ki‡j Zv‡K Ab jvBb LyPiv eëmvh e‡j| †µZviv Web
page †_‡K Z_¨ msMÖn K‡i µ‡qi Av‡`k cÖ`vb K‡i| eZ©gv‡b e¨vsK, exgv, `vjvjx MÖnYKvix
cÖwZôvb¸‡jv GBiƒc cÖwµqvq †jb‡`b m¤úbœ Ki‡Q|
cvV ms‡¶c
• Drcv`K ev Avg`vwbKviK‡ì wbKU †_‡K AwaK cwigv‡b cY¨ `ªe¨ µq K‡i LyPiv eëmvqx‡ì wbKU
weµq Kiv‡K cvBKvwi Kvievi ev eëmvq ejv nq|
• cvBKviiv c‡Yï evRvi m¤cÖmviY K‡i _v‡K, †fv‡Mi êwPÎ¨Zv e„w× K‡i, cY¨ Avg`vwb Ges
ißvwbi eë¯’v K‡i, †fv³vi Pvwn`v cyiY K‡i, hv A_©‰bwZK Dbœq‡b mnvqZv K‡i _v‡K|
• ‡h mKj cvBKvwi eëmvqx eëmv‡qi hveZxq Kvh©m¤úv`b K‡i _v‡K Zv‡ì‡K c~Y© †mev `vbKvix
cvBKvi e‡j|
• mxwgZ c‡Yï cvBKvi mvaviY c‡Yï cvBKvi A‡c¶v KgmsL¨K I Kg cwigv‡b cY¨ wb‡q Kvievi
K‡i|
• ‡h mKj cvBKvwi eëmvqx wkíc‡Yï cvBKvwi eëmv‡q wb‡qvwRZ Zv‡ì‡K wkí cY¨ eÈbKvix
cvBKvi e‡j|
• ‡h mKj cvBKvi LyPiv eëmvqx‡ì wbKU bM` gyj¨ e¨ZxZ evwK‡Z cY¨ weµq K‡i bv Ges LyPiv
eëmvqxi †`vKv‡b wewµZ cY¨ †cŠu‡Q †Ìqvi `vwqZ¡ MÖnY K‡i bv Zv‡K bM` cvBKvi e‡j|
• Drcv`‡Ki c¶ †_‡K cvBKvwi eëmvqxiv cY¨ evRviRvZKiY, cY¨ msi¶Y, Pvwn`v I †hvMv‡bi
g‡a¨ mgZv, SzuwK n«vm, A_© ms¯’vb `ªe¨ g~j¨ w¯’i BZ¨vw` KvRmg~n K‡i _v‡K|
• L~yPiv Kvievix‡ì c¶ †_‡K cvBKvwi eëmvqxiv µq, cÖwZwbwa, cwienY, ¸`vgRvZKiY, Avw_©K
mnvqZv, cY¨ †diZ, Z_¨ mieivn, wewea †mev BZ¨vw` KvRmg~n K‡i _v‡K|
• Pzovš— †fv³vi wbKU cY¨ ev †mev weµ‡qi c×wZ‡K LyPiv eëmvq e‡j| cvBKvwi eëmvqx ev Ab¨
Drm †_‡K cY¨ msMÖn K‡i Ges Pzovš— †fvMKvixi wbKU cY¨ weµq K‡i|
• weµ‡qi Rb¨ wewfbœ ai‡Yi cY¨ msMÖn I gRyZKi‡Yi Kvi‡Y Aweµq RwbZ SzuwK, evwK‡Z cY¨
weµq, c‡Yï g~j¨ n«vm, AwMœKvÛ, Pzwi WvKvwZ BZ¨vw` SzuwK enY K‡i|
• cÖPwjZ I bZyb cY¨ m¤ú‡K© †µZv‡ì Rvbv‡bv Ges cY¨wU µ‡q DØy× Kivi Rb¨ cÖPvi, weÁvcb, I
e¨w³K weµ‡qi KvR LyPiv eëmvwq‡K m¤úv`b Ki‡Z nq|
• ‡h LyPiv eëmvq cÖwZôv‡b †µZv‡ìKB cY¨ L~u‡R †ei K‡i µ‡qi Rb¨ cY¨ wba©viY Ki‡Z nq,
†m¸‡jv‡K ¯^-‡mev LyPiv eëmv cÖwZôvb ejv nq|
• GKwU `vjv‡b Aew¯’Z GKB gvwjKvbv Ges cwiPvjbvq wewfbœ cÖKvi cY¨ c„_K c„_K wefv‡Mi gva¨‡g
LyPiv weµ‡qi eë¯’v Kiv n‡j, Zv‡K wefvMxq wecwb ejv nq|
• ‡h mKj wewkó LyPiv cÖwZôv‡bi AvqZb e„nr, GKK cY¨ wb‡q eëmvq cwiPvjbv K‡i Ges Lye Kg
`v‡g cY¨ mieivn K‡i, †m¸‡jv‡K cÖYvjx aŸsmKvix LyPiv eëmvq ejv nq|
• ‡h e„n`vqZb LyPiv eëmv cÖwZôvb¸‡jv myweav cY¨, mwcs cY¨, wewkó cY¨ Ges Lv`¨mvgMÖx BZ¨vw`
mKj cY¨B weµq K‡i †m¸‡jv‡K mycvi †÷vi e‡j|
• ‡h mKj LyPiv eëmv‡qi Av‡qvZb A‡bK eo Zv‡K nvBcvi gv‡K©Um e‡j|
cv‡VvËi gyj¨vqb
mwVK DË‡ii cv‡k© wUK wPý w`b
1| cY¨ mvwii AšÍ©f~³ LyPiv Kvievi †KvbwU?
K) wWmKvD›U nvDm L) gyj¨ n«vm LyPiv eëmvq
M) mycvi †÷vi N) ¯^-‡mev LyPiv Kvievi
2| cY¨ mvwi LyPiv Kviev‡ii wfwË n‡jvt
K) c‡Yï msL¨v L) c‡Yï ¸Y
M) c‡Yï cwigvY N) D‡j- wLZ me¸‡jv
3| wefvM wecwY n‡jvt

K) GK gvwjKvbv L) ‡hŠ_ gvwjKvbv
M) Aswk`vix Kvievi N) mgveq mwgwZ
4| mycvi mv‡K©‡U mvavibZ wK RvZxq cY¨ weµq nq|

K) wkí cY¨ L) cyb:cÖwµqvRvZ cY¨
M) Lv`¨ RvZxq cY¨ N) Riyix cY¨
5| †KvbwU Drcv`‡Ki cvBKvi †kªYxi AšÍ©f~³

K) wbjvg cvBKvi L) `vjvj
M) cÖwZwbwa N) weµq kvLv
6| †h mKj cÖYvjx m`m¨ cY¨ weµ‡q cY¨ MÖnY K‡i bv Zviv n‡jvt
K) cÖwZwbwa L) Drcv`‡Ki cÖwZwbwa
M) `vjvj N) weµq cÖwZwbwa
weweGm †cÖvMÖvg
iPbvg~jK cÖkœvejx
1| eÈb cÖYvjxi msÁv w`b| eÈb cÖYvjx eënv‡ii D‡Ïk¨/¸iyZ¡ Av‡jvPbv Kiyb|
2| eÈb cÖYvjx‡Z Aew¯’Z m`m¨‡ì Kvh©vewj Av‡jvPbv Kiyb| †Kv¤úvwb †Kb eÈb cÖYvjx eënvi
K‡i- e¨vL¨v Kiyb|
3| eÈb cÖYvjxi †kªYxweb¨m Kiyb| †fvM¨ cY¨, eëmvq cY¨ I †mevi eÈb cÖYvjxi weeiY w`b|
4| cÖYvjx wWRvBb ev b&Kkv cÖbq‡bi GKwU iƒc‡iLv cÖ¯‘Z Kiyb Ges b&Kkv cÖYq‡bi c×wZmg~n D‡jøL
Kiyb|
5| eÈb cÖYvjxi cÖavb weKímg~n wKfv‡e mbv³ Ki‡eb? eÈb cÖYvjxi cÖavb weKímg~n wKfv‡e
g~j¨vqb Kiv n‡e Av‡jvPbv Kiyb|
6| cvBKvwi eëmvqx wK? cvBKvwi eëmv‡qi ¸iyZ¡c~Y© Kvh©vewj Av‡jvPbv Kiyb Ges wewfbœ ai‡Yi
cvBKvwi eëmv‡qi eY©bv w`b|
7| LyPiv eëmv‡qi msÁv w`b| wewfbœ cÖKvi LyPiv Kviev‡ii weeiY w`b|
msw¶ß cÖkœvejx
1| eÈb cÖYvjx ej‡Z wK eySvq?
2| eÈb cÖYvjx wKfv‡e wewfbœ cÖKvi Dc‡hvM m„wó K‡i|
3| eÈb cÖYvjxi gva¨‡g wKfv‡e weµq e„w× I cÖwZôv‡bi fveg~wZ© e„w× cvq|
4| eÈb cÖYvjxi m`m¨‡ì Kvh©vewj Av‡jvPbv Kiyb|
5| ‡Kv¤úvwb †Kb eÈb cÖYvjx eënvi K‡i Av‡jvPbv Kiyb|
6| mivmwi evRviRvZKiY ej‡Z wK eySvq|
7| eëmvq c‡Yï eÈb cÖYvjxi eY©bv w`b|
8| ‡mev c‡Yï eÈb cÖYvjxi weeiY w`b|
9| ‡fv³vi †mev bxW wKfv‡e we‡kølY Kiv n‡e e¨vL¨v Kiyb|
10| eÈbcÖYvjxi D‡Ïk¨ Ges mxgve×Zvi welqwU we‡kølY Kiyb|
11| eÈb cÖYvjxi cÖavb weKímg~n wPwýZ Kiyb|
12| cÖYvjxi cÖavb weKímg~n wKfv‡e g~j¨vqb Kiv n‡e †mUv e¨vL¨v Kiyb|
13| cvBKvwi eëmv‡qi cÖK…wZ I Kvh©vewj Av‡jvPbv Kiyb|
14| c~Y© †mev`vbKvix cvBKv‡ii eY©bv w`b|
15| mxwgZ †mev`vbKvix cvBKv‡ii e¨vL¨v cÖ`vb Kiyb|
16| LyPiv eëmvq Ges G‡ì Kvh©vewji weeiY w`b|
17| ‡mev `v‡bi wfwË‡Z LyPiv eëmv‡qi †kªYx wefvM Kiyb|
18| cY¨ mvwi Ges g~‡jï wfwË‡Z LyPiv Kvievwii eY©bv w`b|
19| wecwb wenxb LyPiv Kviev‡ii eY©bv cÖ`vb Kiyb|
DËigvjv
cv‡VvËi g~j¨vqb t1 1. K, 2. K, 3. L, 4. M, 5. M. 6. N,
cv‡VvËi g~j¨vqb t2 1. K, 2. K. 3. L, 4. L, 5. M, 6. K
cv‡VvËi g~j¨vqb t3 1. N, 2. K, 3. K, 4. M, 5. N, 6. M
BDwbU
11
cÖmvi eë¯’vcbv (Promotional Management)
f‚wgKv
eZ©gvb we‡k¦ evRviRvZKiY cÖwZ‡hvwMZvc~Y©| ZvB †µZvi wbKU c‡Yï cwiwPwZ Ges hveZxq Z_¨ Zz‡j ai‡Z
cÖmvi Kvh©µg Acwinvh©| cÖmvi Ges Zvi myôz eë¯’vcbv Qvov cY¨ evRviRvZKiY cÖvq Am¤¢e| GB BDwb‡U cÖmvi
Ges cÖmv‡ii wewfbœ c×wZ m¤^‡Ü wek` eY©bv Kiv n‡q‡Q| cÖ_g cv‡V cÖmvi I Gi D‡Ïk¨ m¤^‡Ü Av‡jvPbv Kiv
n‡q‡Q| wØZxq cv‡V weÁvc‡bi D‡Ïk¨ Ges Gi mv‡_ RwoZ wm×všÍmg~n eY©bv Kiv n‡q‡Q| Z…Zxq cv‡V e¨w³K
weµ‡qi êwkó¨ I ¸iyZ¡ m¤^‡Ü e¨vcK aviYv †`qv n‡q‡Q| PZz_© cv‡V weµq cÖmvi, cÖPvi I Rbms‡hvM m¤^‡Ü
cÖ‡qvRbxq aviYv †`qv n‡q‡Q| GB BDwbU †_‡K cY¨ cÖmv‡ii we¯ÍvwiZ aviYv AR©b Kiv m¤¢e n‡e|
weweGm †cÖvMÖvg
c vV 1 cÖmv‡ii cÖK…wZ (Nature of Promotion)
D‡Ïk¨
5 cÖmvi ej‡Z wK eySvq Zv ej‡Z cvi‡eb|
5 cÖmv‡ii D‡Ïk¨ eY©bv Ki‡Z cvi‡eb|
5 cÖmvi wgkªY wK Zv ej‡Z cvi‡eb|
5 cÖmvi wgkª‡Yi Dcv`vbmg~n eY©bv Ki‡Z cvi‡eb|
cÖmvi ej‡Z wK eySvq? (What is meant by Promotion)

evRviRvZKiY cÖwµqvi Ab¨Zg ¸iyZ¡c~Y© I RwUj welq n‡”Q cÖmvi| cY¨ Drcv`b cwiKíbv, H c‡Yï g~j¨ wba©viY Ges
eÈb G me evRviRvZKiY| Kvh©vejx cÖavb †Kv¤úvbxi Af¨šÍixY Kvh©vejxi AšÍf©y³| wKšÍy GKwU †Kv¤úvbx Zvi G mKj
Kvh©vejxi gva¨‡g wbwðZ n‡Z cv‡i bv †h Zvi Drcvw`Z cY¨ mvgMÖx evRv‡i M„nxZ n‡e Ges Zvi evRviRvZKiY D‡Ïk¨
mdj n‡e| G‡¶‡Î ZvB †Kv¤úvbx‡K weµq cÖmvi bxwZ AbymiY Ki‡Z nq| hvi gva¨‡g †m cY¨mvgMÖx m¤ú‡K© †µZv‡ì‡K
cwiwPZ Kiv‡Z cv‡i Ges †µZv‡ì mv‡_ GKwU Kvh©Kix †hvMv‡hvM ¯’vcb Ki‡Z cv‡i|
mnRfv‡e evRviRvZKiY cÖmvi ej‡Z hv eySvq Zv n‡jv- c‡Yï evRvi m„wói Rb¨ cÖK…Z †fv³v I weµqZv‡ì AewnZ K‡i
cY¨wU µ‡q †µZv‡ì AvMÖnx K‡i Zzjevi Rb¨ †h Dcvq ev †KŠkj eënvi Kiv nq Zv‡K GK K_vq cÖmvi ejv nq|
Patric E. Murphy Ges Ben M. Enis-Gi g‡Z cÖmvi KZ¸‡jv †hvMv‡hvM wb‡q MwVZ hv m¤¢ve¨ †µZv‡ì c‡Yï
Aw¯ÍZ¡ m¤ú‡K© AewnZ K‡i Ges H cY¨¸‡jvi †h Pvwn`v cwiZ…wßi ¶gZv Av‡Q †m g‡g© Zv‡ì‡K cÖ‡ivwPZ K‡i|
E. Jerome MeCarthy & William D. Perreault Jr.-Gi g‡Z cÖmvi n‡”Q g‡bvfve I AvPiY cÖfvweZ Kivi Rb¨
we‡µZv I †µZvi g‡a¨ †hvMv‡hvM|
cÖmv‡ii D‡Ïk¨vejx (Objectives of Promotion)
GKwU cÖwZôvb †h j¶¨ ev D‡Ïk¨ wb‡q Zvi evRviRvZKiY Kvh©µg cwiPvjbv K‡i, †mB j¶¨ AR©‡b cÖmv‡ii ¸iyZ¡ ev
f‚wgKv Acwimxg| cÖavbZ †h me j¶¨‡K mvg‡b †i‡L cÖmviKvh©µg MÖnY Kiv nq †m¸‡jv m¤ú‡K© wb‡P Av‡jvPbv Kiv n‡jv-
1| AewnZKiY (To inform) t †µZv‡ì Kv‡Q cY¨‡K cwiwPZ Kiv ev Zv‡ì‡K bZzb cY¨ m¤ú‡K© Rvbv‡bv cÖmv‡ii
Ab¨Zg GKwU D‡Ïk¨| GKwU bZzb cY¨ hLb evRv‡i Av‡m ZLb †µZviv H cY¨ m¤ú‡K© wKQyB Rv‡b bv hZ¶Y bv
wewfbœ gva¨‡g (†hgb- Le‡ii KvMR, †Uwjwfkb, g¨vMvwRb BZ¨vw`) †µZv‡ì‡K bv Rvbv‡bv nq| †m Kvi‡Y cY¨
m¤ú‡K© Z_¨ AewnZKiY cÖmv‡ii me©v‡c¶v ¸iyZ¡c~Y© êwkó¨|
2| cÖfvweZ KiY (To influence) t cÖmvi Kvh©µ‡gi gva¨‡g †µZv‡K myôz AewnZB Kiv nq bv eis cY¨ I †mevi
¸bv¸Y, `vg, êwk÷¨ I cÖvwß ¯’vb m¤ú‡K© Rvbv‡bv nq Ges GB †hvMv‡hv‡Mi gva¨‡g m¤¢ve¨ †µZviv hv‡Z cÖwZôv‡bi
cY¨ I †mev µq K‡i Zvi Rb¨ Zv‡ì g‡bvfve cwieZ©‡bi †Póv Kiv nq|
3| Pvwn`v m„wó (To Create Demand) t AwaKvsk cÖmvi Kv‡h©i cÖavb D‡Ïk¨ n‡”Q Pvwn`v m„wó Kiv| AwaK msL¨K
†µZv‡K AewnZ K‡i `ªe¨ ev †mev µ‡q cÖjyä Kiv| g~‡jï cwieZ©b I cÖmvi Kvh©µg e„w× K‡i A‡bK cÖwZôv‡bB
c‡Yï Pvwn`v e„w× K‡i _v‡K|
4| cY¨ c„_KxKiY (To Differenciate tue product) t cÖmvi Kvh©µ‡gi gva¨‡g GKwU †Kv¤úvbx Zvi Drcvw`Z
cY¨‡K cÖwZ‡hvwM‡ì cY¨ †_‡K Avjv`v K‡i †µZvi Kv‡Q Dc¯’vcb Ki‡Z cv‡i|
5| ¯§iYKiY (To remind) t Avgiv Rvwb †h, cÖwZ‡hvMxZv g~jK evRvi GKB c‡Y¨ ev †mevi mgRvZxq I A‡bK cY¨
_v‡K| cÖwZ‡hvwMZvg~jK evRv‡i GUvB ¯^vfvweK| wKš—z Gi d‡j †µZviv A‡bK mgq GZ c‡Yï wf‡o GKwU wbw`©ó
cY¨‡K fz‡j †h‡Z cv‡i| ZvB cÖ‡Z¨K †Kv¤úvbx Kvievi cÖmvi Kvh©µg cwiPvjbv K‡i †µZv‡ì‡K Zuvi cY¨ I †mev
m¤ú‡K© ¯§iY Kwi‡q †`qvi †Póv K‡i _v‡K|
BDwbU GMvi cvV-178

6| fveg~wZ© MVb (To Create Imase) t cÖmv‡ii Avi GKUv D‡Ïk¨ n‡”Q cÖwZôv‡bi fvj B‡gR †µZv‡ì g‡bi g‡a¨
M‡o †Zvjv| KiY fvi B‡gR ev fveg~wZ© M‡o Zzj‡Z cvi‡j fwel¨r evRvi m„wó nq I eZ©gvb evRvi e„w× Ae¨vnZ
_v‡K| G QvovI fvj B‡gR †µZv‡ì mn‡R H c‡Yï cÖwZ Av¯’vI e„w× cvq|
cÖmvi wgkªY (Promotional Mix)

AvaywbK evRviRvZKiY eë¯’vcKMY Zv‡ì cÖmvi j¶¨ †cŠQv‡bvi Rb¨ †Kvb bv †Kvb gvÎvq mKj cÖmvi Kvh©µ‡gi GKwU
mgwb¦Z c×wZ eënvi K‡i _v‡Kb| we‡kl we‡kl cÖmvi j¶¨ Abyhvqx evRviRvZKiY eë¯’vcK cÖmvi c×wZi †h †hŠM
wba©viY K‡ib Zv‡K cÖmvi wgkªY e‡j|
Philip Kotler cmvi wgkª‡Yi msÁvq e‡jb †h, ÔweÁvcb I evRviRvZKiY D‡Ïk¨vejx AR©‡bi Rb¨ GKUv †Kv¤úvbxi Øviv
eëüZ weÁvcb, e¨w³K weµq, weµq cÖmvi I Rbms‡hv‡Mi GKwU wbw`©ó wgkªYB n‡”Q cÖmvi wgkªY|
Avevi Patric E. Murphy Ges Ben M. Enis e‡jb †h, cÖmvi wgkªY e¨w³ weµq, weÁvcb, weµq cÖmvi, cÖPvi I
Rbms‡hv‡Mi mswgkª‡Y MwVZ|
Zvn‡j Dc‡ii Av‡jvPbv †_‡K †`Lv hv‡”Q †h, evRviRvZKiY cÖmv‡ii †h Dcv`vb¸‡jv Av‡Q (weÁvcb, e¨w³K weµq,
weµq cÖmvi, cÖPvi I Rbms‡hvM) Zvi GKwU wbw`©ó †hŠM I mgb¦q mva‡bi gva¨‡g GKwU †Kv¤úvbx Zvi evRviRvZKiY
Kvh©‡K ev¯—evwqZ I mvdj¨gwÛZ K‡i †Zvjvi †Póv K‡i Zv‡K cÖmvi wgkªY e‡j|
cÖmvi wgkª‡Yi Dcv`vbmg~n (Elements of Promotional Mix)

mg‡qi cwieZ©‡bi mv‡_ mv‡_ cÖmvi wgkª‡Yi Dcv`vb mg~nI wewfbœ mg‡q cwigvwR©Z I cwiewZ©Z n‡q‡Q| Zvic‡iI cÖmvi
wgkª‡Yi Dcv`vb KqZv Zv wb‡q GLbI gZ‡f` Av‡Q| A‡b‡K g‡b K‡ib cÖmvi wgkª‡Yi Dcv`vb 4 Uv Avevi A‡b‡Ki g‡Z
Gi Dcv`v‡bi msL¨v 5wU| Avgiv GB †k‡lv³ gZUvB AvaywbK I MÖnY‡hvM¨ gZ wnmv‡e MÖnY Kie| Zvn‡j cÖmvi wgkª‡Yi
Dcv`vb `vov‡”Q wb¤œiƒc-
* weÁvcb (Advertising)
* e¨w³K weµq (Personal Selling)
* weµq cÖmvi (Sales Promotion)
* Rbms‡hvM (Public Relations)
* cÖPvi (Publicity)
cÖ‡Z¨K evRviRvZKvix cÖwZôvbB Dc‡ii cÖmvi †KŠkj¸‡jv †_‡K †h †Kvb GKwU ev cÖ‡qvRbgZ wewfbœ †KŠk‡ji mgb¦q
NwU‡q Zvi cY¨ ev †mev‡K †µZvi wbKU Dc¯’vcb K‡i Ges †µZv‡K wewfbœ †KŠk‡j cY¨ µq cÖjyä K‡i Ges GKB mv‡_
cÖwZ‡hvMxi cÖmvi †KŠkj‡K †gvKv‡ejv K‡i| Avgiv cieZx© cvV mgy‡ni Dci D‡jøwLZ cÖmvi wgkª‡Yi Dcv`vb¸‡jv
Av‡jvPbv Kie|
cv‡VvËi g~j¨vqb
ˆbe©¨w³K cÖkœvejx
1| cÖmv‡ii g~j D‡Ïk¨ wK?
(K) mZKx©KiY (L) AewnZKiY
(M) gybvdv AR©b (N) Dc‡ii †KvbwU bq|
2| wb‡¤œi †KvbwU cÖmvi wgkª‡Yi Dcv`vb?
(K) cY¨ (L) g~j¨
(M) weÁvcb (N) Dc‡ii me¸wj
3| cÖmvi wK?
(K) cY¨ Drcv`b cwiKíbv (L) cY¨g~j¨ wba©viY
(M) c‡Yï eÈb Kvh© (N) cY¨ m¤^‡Ü Rvbv‡bv
BDwbU GMvi cvV-179

weweGm †cÖvMÖvg
c vV 2 weÁvc‡bi cÖK…wZ (Nature of Advertising)
D‡Ïk¨
5 weÁvc‡bi msÁv ej‡Z cvi‡eb|
5 weÁvc‡bi êwkó¨mg~n eY©bv Ki‡Z cvi‡eb|
5 weÁvc‡bi D‡Ïk¨vejx e¨vL¨v Ki‡Z cvi‡eb|
5 weÁvcb Kv‡R cÖavb wm×všÍmg~n eY©bv Ki‡Z cvi‡eb|
weÁvc‡bi msÁv (Definition of Advertising)

wecyj msL¨K m¤¢ve¨ †µZvi mv‡_ †hvMv‡hvM ¯’vc‡bi Rb¨ weÁvcb †KŠkj MÖnY Kiv nq| GB c×wZ‡Z †µZvi g½j
mivmwi †hvMv‡hvM bv K‡i we‡kl we‡kl gva¨‡g Zv‡ì wbKU evZ©v †cÖiY Kiv nq| Av‡gwiKvi gv‡K©wUs mwgwZ weÁvc‡bi †h
msÁv D‡j- L K‡i‡Qb Zv n‡jv, wbw`©ó D‡`¨v³v KZ©„K aviYv, cY¨ ev †mevi †h †Kvb cÖKvi A_© cÖ`Ë ˆbe©¨w³K Dc¯’vcb I
cÖmvi'| A_©vr †µZv‡ì cÖfvweZ Kivi Rb¨ gyw`ªZ AvKv‡i, Qwe ev Mv‡b ev Ab¨ †Kvb Dcv‡q c‡iv¶fv‡e cY¨ I †mevi
msev` A‡_©i wewbg‡q hLb Dc¯’vcb ev †cŠuQv‡bv nq, Z_b Zv weÁvcb bv‡g AwfwnZ nq| GB weÁvcb eëüZ n‡q Avm‡Q
wLª÷c~e© wZb nvRvi mvj †_‡K| †ivg I MÖxK eëmvqxivI c‡Yï KvUwZ evov‡bvi Rb¨ weÁvcb eëvni KiZ| eZ©gv‡b
weÁvc‡bi êwPÎ¨ †hgb †e‡o‡Q, gva¨gI bvbv iKg n‡q‡Q|
weÁvc‡bi êwkó¨mg~n (Characteristics of Advertising)
weÁvc‡bi msÁvi Av‡jv‡K Gi êwk÷¨¸‡jv wbæiƒ‡c Dc¯’vcb Kiv hvq-
1| weÁvcb GKUv A_©cÖ`Ë cÖmvi gva¨g| GUv m¤úªPv‡ii Rb¨ weÁvcb`vZv‡K A_© cÖ`vb Ki‡Z nq|
2| GUv cY¨ I †mevi ˆbe©¨w³K Dc¯’vcbv| †Kvb e¨w³ GLv‡b Dcw¯’Z †_‡K cY¨ ev †mevi msev` †µZv‡K Rvbvq bv|
3| weÁvc‡bi D‡`¨v³v _v‡K| A_©vr †KD bv †KD weÁvcb cÖ`vb K‡ib|
4| GUv GKgyLx †hvMv‡hvM| c‡Yï msev` †µZv‡ì Rvbv‡bv nq| wKš—z mivmwi †Kvb cÖZz¨Ëi †µZv‡ì KvQ †_‡K
cvIqvi eë¯’v †bB|
5| weÁvcb me©Î| †hLv‡b Ab¨ gva¨‡g †h‡Z cv‡i bv, †mLv‡bI weÁvcb †c‡Z cv‡i|
weÁvc‡bi D‡Ïk¨vejx (Objectives of Advertising)

weÁvcb GKUv kw³kvjx cÖmvi gva¨‡g| GKUv wbw`©ó mgqKv‡j GKUv wbw`©ó Uv‡M©U `k©K‡kªvZv I cvVK‡ì m‡½ GKUv
wbw`©ó †hvMv‡hvM Kvh© Av`vq KivB n‡”Q weÁvc‡bi cÖavb D‡Ïk¨| wb‡æ weÁvc‡bi D‡Ïk¨¸‡jv Av‡jvPbv Kiv n‡jv-
1| Z_¨ cÖ`vb (Promoting information) t weÁvcb GKUv Ab¨Zg D‡Ïk¨ n‡”Q †fv³v‡ì Z_¨ mieivn Kiv| GB
Z_¨ bZzb cY¨ ev Zvi êwk÷¨ m¤ú‡K© n‡Z cv‡i| Avvi c‡Yï eënvi †kLv‡bvi RbÏ n‡Z cv‡i| G Qvov bZzb
evRvi ev Pvwn`v m„wói Rb¨ cY¨ I †mevi Z_¨vejx †fv³v‡ì gv‡S cÖPvi Kivi Rb¨ weÁvcb cÖ`vb Kiv nq|
2| †µZv‡ì cÖ‡ivwPZ Kiv (Influencing the Customers) t cÖwZ‡hvwMZvg~jK evRv‡i cÖwZ‡hvMx c‡Yï e`‡j wbR
cÖwZôv‡bi cY¨ hv‡Z †µZviv µq K‡i Zvi Rb¨ Zv‡ì‡K cÖ‡ivwPZ Kivi D‡Ï‡k¨ weÁvcb cÖ`vb Kiv nq|
3| ¯§iY Kwi‡q †`qv (To remind) t GKUv cY¨ m¤ú‡K© hv‡Z †fv³viv wPš—v K‡i I g‡b iv‡L †mRb¨ weÁvcb †`qv
nq| †fv³v‡ì gb †_‡K †hb cYÜv nvwi‡q bv hvq, †m Rb¨B weÁvcb eënvi Kiv nq|
GB we‡kl D‡Ïk¨¸‡jv QvovI cÖmv‡ii D‡Ïk¨ wnmv‡e †h¸‡jv D‡j- L Kiv n‡q‡Q GB cv‡Vi Av‡M †m¸‡jvI weÁvc‡bi
D‡Ïk¨ wnmv‡e we‡ewP©Z n‡e|
BDwbU GMvi cvV-180

GB we‡kl D‡Ïk¨¸‡jv QvovI cÖmv‡ii D‡Ïk¨ wn‡m‡e †h¸‡jv D‡j- L Kiv n‡q‡Q GB cv‡Vi Av‡M †m¸‡jvI weÁvc‡bi
D‡Ïk¨ wn‡m‡e we‡ewPZ n‡e|
weÁvcb Kv‡R cÖavb wm×všÍmg~n (Major Decisions in Advertising)

evRviRvZKiY eë¯’vcK hLb weÁvcb Kvh©µg Dbœqb K‡ib ZLb Zv‡K cuvPwU wel‡q ¸iyZ¡c~Y© wm×všÍ wb‡Z nq, hv wb‡P
wP‡Îi mvnv‡h¨ eY©bv Kiv n‡jv-
D‡Ïk¨ w¯’iKY
ev‡RU wm×všÍ
evZ©v wm×vš— gva¨g wbe©vPb
weÁvcb g~j¨vqb
1| D‡Ïk¨ w¯’iKiY (Setting Objectives) t cÖ_‡gB evRviRvZKiY eë¯’vcK‡K Zvi weÁvc‡bi D‡Ïk¨ wba©viY
Ki‡Z nq| A_©vr GLv‡b Zv‡K c~‡e© M„nxZ Afxó evRvi| Ae¯’vb MÖnY Ges evRviRvZKiY weµ‡qi e¨vcv‡i M„nxZ
wm×v‡š—i wfwË‡Z weÁvc‡bi D‡Ïk¨ w¯’i Ki‡Z n‡e| weÁvc‡bi D‡Ïk¨ hw` evRviRvZKi‡Yi mvgMÖxK †KŠk‡ji
mv‡_ mvgÄm¨c~Y© bv n‡q Zvn‡j H weÁvcb †hgb Kvh©Ki nq bv †Zgwb e¨vcK †jvKmv‡bi m¤¢vebv _v‡K|
2| weÁvcb ev‡RU wm×vš— MÖnY (Setting Advertising Budget Decision) t weÁvc‡bi D‡Ïk¨ wba©vi‡Yi ci
cÖwZôv‡bi mvg_©¨ I weÁvc‡bi cwiKíbv Abyhvqx H weÁvcbwU cÖ¯—Z Ki‡Z wK cwigvY LiP n‡Z n‡e| c‡i Zvi
GKwU ev‡RU ˆZix Ki‡Z n‡e| c‡Yï Pvwn`v‡K cÖfvweZ KivB weÁvc‡bi KvR| †Kv¤úvbx weµq j¶¨ AR©‡bi Rb¨
cÖ‡qvRbxq A_© weÁvcb Lv‡Z e¨q Ki‡Z Pvq| weÁvcb ev‡RU wba©vi‡Yi Rb¨ mPivPi PviwU c×wZ eënvi Kiv nq|
†m¸‡jv wb‡P ms‡¶‡c Av‡jvPbv Kiv n‡jv-
(K) A_© e¨‡q mg_© c×wZ (Affordable Method) t GB c×wZ‡Z weÁvcb ev‡RU wba©viY Kiv LyeB mnR| GB
c×wZ‡Z GKwU cÖwZôvb Zvi Avw_©K mvg‡_©i wfwË‡Z weÁvcb ev‡RU wba©viY Ki‡j Zv‡K A_© e¨‡q mg_© c×wZ
(Affordble Method) e‡j|
(L) weµ‡qi kZKivnvi c×wZ (Percentage of Sales Method) t hLb †Kvb †Kv¤úvbx Zvi e¨ZxZ wKsev m¤¢ve¨
fwel¨Z weµ‡qi GKUv wbw`©ó nvi‡K weÁvcb e¨q wba©viY Ki‡j Zv‡K weÁvcb e¨q wba©vi‡Yi kZKiv nvi
c×wZ (Percentase of sales method) e‡j|
(M) cÖwZ‡hvMx‡ì mge¨q c×wZ (Competitive Parity Method) t cÖwZ‡hvwMiv Zv‡ì weÁvc‡bi wcQ‡b wK
cwigvY LiP Ki‡Q Zv wba©viY K‡i †mB cwigvY ev‡RU wbR weÁvc‡bi Rb¨ ¯’xi Ki‡j Zv‡K cÖwZ‡hvMx‡ì
mgevq c×wZ (Competitive Parity method) e‡j|
(N) D‡Ïk¨ I Kvh©wfwËK c×wZ (Objective and Task Method) t GB c×wZ wKQyUv RwUj Z‡e Ab¨
c×wZ¸‡jvi †P‡q A‡bK †ekx ev¯Íe m¤§Z| G c×wZ‡Z cÖ_gZ evRv‡ii KZUzKz Ask AR©‡bi †Póv Pvjv‡bv n‡e
Zv wba©viY Kiv nq| Gici Zv AR©‡bi wbwgË Kx ai‡bi †KŠkj Aej¤^b Kiv n‡e Zv wVK Kiv nq| Ae‡k‡l
†KŠkj mg~‡ni ev¯Íe cÖ‡qv‡M Kx ai‡bi e¨q n‡Z cv‡i Zv wn‡me K‡i weÁvcb ev‡RU cÖYqb Kiv nq|
BDwbU GMvi cvV-181

weweGm †cÖvMÖvg
3| weÁvcb evZ©v wm×vš— (Deciding Advertising Message) t †KejgvÎ †ekx †ekx weÁvcb ev‡RU wba©viY
Ki‡jB weÁvcb †_‡K Kvw´LZ j¶¨ AR©b Kiv m¤¢e bq| `yB wU cÖwZôvb GKB cwigvY LiP K‡iI A‡bK mgq
†`Lv hvq GKwU cÖwZôvb Zvi j¶¨ Abyhvqx weÁvcbwU‡K eënvi Ki‡Z cvi‡Q wKšÍz Av‡iKwU cÖwZôvb cvi‡Q bv|
wewfbœ M‡elYv †_‡K †`Lv hvq †h GKwU weÁvc‡b †ekx A‡_©i †P‡q †hwU †ekx cÖ‡qvRb Zv nj m„RbkxjZv|
m„Rbkxj †KŠkj Dbœq‡b weÁvcb `vZv‡K wZbwU avc AwZµg Ki‡Z nq, Avi Zv nj evZ©v m„wó, evZ©v g~j¨vqb I
wbe©vPb Ges evZ©v cÖ‡qvM|
4| weÁvcb gva¨g wbe©vPb (Selecting Advertising Media) t mwVK mg‡q mwVK evZ©v mwVK †µZvi wbKU
†cŠQv‡bvi Rb¨ mwVK gva¨g wbe©vPb Kiv AZ¨šÍ ¸iyZ¡c~Y©| †Kbbv cY¨ ev †mevi êwkó¨ Abyhvqx Zvi †µZvI wewfbœ
ai‡bi n‡q _v‡K| wKš—z cY¨ Av‡Q †h¸‡jvi †µZviv mvaviYZ kn‡i emevm K‡i Avevi wKQy cY¨ ev †mevi †µZviv
emevm K‡i MÖv‡g| Avevi wKQy cY¨ Av‡Q †h¸‡jvi †µZviv †ekxi fvMB Aí wkw¶Z ev wb¤œ we‡Ëi| G mKj Kvi‡Y
mwVK c‡Yï Rb¨ mwVK weÁvcb gva¨g wbe©vPb Kiv AZ¨šÍ Riyix| Avgv‡ì †`‡k weÁvc‡bi me‡P‡q RbwcÖq
gva¨g¸‡jvi g‡a¨ †Uwjwfkb, Le‡ii KvMR, †iwwWI Ab¨Zg| GQvovI AviI wKQy gva¨g Av‡Q †hgb- g¨vMvwRb,
AvDU‡Wvi, mivmwi Wvd, B›Uvi‡bU BZ¨vw`|
5| weÁvcb g~j¨vqb (Advertising Evaluation) t weÁvcb cÖPv‡ii mv‡_ mv‡_ Gi Kvh©KvwiZv g~j¨vqb Kiv
cÖ‡qvRb| A_©vr weÁvcb †h D‡Ïk¨ wb‡q cÖ¯‘Z Kiv n‡q‡Q †mB D‡Ïk¨ AwR©Z n‡”Q wKbv A_©vr j¶w¯’Z weÁvcb I
ev¯Í‡e weÁvcb cÖPv‡ii c‡i ev¯Íe Ae¯’v GB `y‡qi g‡a¨ cv_©K¨ Av‡Q wKbv Zv †`L‡Z n‡e Ges cÖ‡qvR‡b ms‡kvab
eë¯’v wb‡Z n‡e|
cv‡VvËi g~j¨vqb
ˆbe©¨w³K cÖkœ
1| bx‡Pi †KvbwU weÁvc‡bi êwk÷¨?
(K) A_©cÖ`Ë cÖmvi gva¨g (L) cY¨ ev †mevi ˆbe©¨w³K Dc¯’vcbv
(M) weÁvc‡bi D‡`¨v³v _v‡K (N) Dc‡ii me¸‡jv
2| bx‡Pi †KvbwU weÁvc‡bi D‡Ïk¨?

(K) weµx Kiv (L) eÈb Kiv
(M) Z_¨ cÖ`vb (N) Dc‡ii me¸‡jv
3| weÁvc‡b bx‡Pi †Kvb welqwU cÖKvk K‡i?

(K) cY¨ wewkó¨ (L) eÈb I g~j¨
(M) mZK©xKiY (N) Dc‡ii me¸‡jv
BDwbU GMvi cvV-182

c vV 3 e¨w³K weµq (Personal Selling)
D‡Ïk¨
5 e¨w³K weµ‡qi aviYv e¨vL¨v Ki‡Z cvi‡eb|
5 e¨w³K weµ‡qi êwkó¨ eY©bv Ki‡Z cvi‡eb|
5 e¨w³K weµ‡qi ¸iyZ¡ eY©bv Ki‡Z cvi‡eb|
e¨w³K weµq ej‡Z Kx eySvq (What is Meant by Personal Selling)

evRviRvZKvix ev we‡µZv I †fv³vi g‡a¨ wewbg‡qi D‡Ï‡k¨ hLb wØ-gyLx †hvMv‡hvM nq ZLb Zv nq e¨w³K weµq|
Av‡gwiKvi gv‡K©wUs mwgwZ †h msÁv w`‡q‡Qb Zv n‡jv Ôweµq msNU‡bi D‡Ï‡k¨ GK ev GKvwaK m¤¢ve¨ †µZvi m‡½
AvjvcKv‡j †gŠwLKfv‡e c‡Yï Dc¯’vcbB e¨w³K weµq' (Personal selling is the oral presentation in a
conversation with one or more prospective purchases for the purpose of making sales)| G msÁvi
Av‡jv‡K †`Lv hv‡”Q †h, e¨w³K weµ‡q we‡µZv cÖwZôv‡bi cY¨ I †mev weµ‡qi D‡Ï‡k¨ e¨w³MZfv‡e mivmwi †µZvi
Kv‡Q weµq Av‡e`b K‡i|
e¨w³K weµ‡qi êwkó¨vejx (Features of Personal Selling)

GKUv weµq ZLbB e¨w³K weµq n‡e hLb Zv‡Z wb‡æv³ Dcv`vb¸‡jv mshy³ _vK‡e-
* mivmwi Avjvc
* †gŠwLK Dc¯’vcbv
* cY¨ m¤úwK©Z Dc¯’vcbv
* e¨w³MZ cÖ‡ivPbvg~jK Dc¯’vcbv
* wØ-gyLx †hvMv‡hvM
* GK ev GKvwaK †µZvi Dcw¯’wZ
* eµ‡qi D‡Ï‡k¨
e¨w³K weµ‡qi e¨vcK eënvi †Kb nq †m m¤ú‡K© AewnZ nIqv ìKvi| Zv n‡j Avcbvi Rb¨ GB cÖKvi †KŠkj m¤ú‡K©
wm×vš— †bqv mnRZi n‡e| ZvB Gev‡i Avgiv e¨w³K weµ‡qi ¸iyZ¡ m¤ú‡K© Av‡jvPbv Kie|
e¨w³K weµ‡qi ¸iyZ¡ (Importance of Personal Selling)

evRviRvZKiY cÖmvi Kvh©µ‡gi KwZcq †¶‡Î e¨w³K weµq Acwinvh© Ges A‡b‡K g‡b K‡ib †h, e¨w³K weµq A_©bxwZi
MwZkxj Dcv`vb¸‡jvi GKUv Ges A_©bxwZi MwZkxjZv evRvq ivLvi †¶‡Î e¨w³K weµq AZxe cÖ‡qvRbxq B †R‡ivgx
g¨vKv_x© D‡jøL K‡i‡Qb †h, Av`g ïgvixi cwimsL¨vb Abyhvqx Av‡gwiKvi cÖwZ `k R‡bi GKRb e¨w³K we‡µZv| G †_‡K
e¨w³K weµ‡qi ¸iyZ¡ m¤ú‡K© Avi m‡›`n _v‡K bv| Avgiv Gi ¸iyZ¡ I f‚wgKv m¤ú‡K© GKUv Av‡jvPbv Avcbvi Kv‡Q Zz‡j
aiwQ|
1| †µZv‡ì cY¨ µ‡q mnvqZv t †µZv‡ì we‡kl K‡i wkí c‡Yï †µZv‡ì Kv‡Q cY¨ m¤ú‡K© cÖ‡qvRbxq Z_¨vw`
mieivn Kivi KvRUv e¨w³K we‡µZv K‡i _v‡Kb| ZvQvov, †µZv‡ì wewfbœ mgm¨vI mgvavb K‡i _v‡Kb| †µZviv
A‡bK mgq wm×všÍnxbZvq †fv‡Mb| GgZve¯’vq c‡Yï †`vl-¸Y Zz‡j a‡i †µZv‡ì µq wm×všÍ MÖn‡Y e¨w³K we‡µZv
mnvqZv K‡i|
BDwbU GMvi cvV-183

weweGm †cÖvMÖvg
2| cÖwZôv‡bi cÖwZwbwaZ¡ t e¨w³K we‡µZv evB‡ii RM‡Z we‡kl K‡i †µZv‡ì Kv‡Q cÖwZôv‡bi cÖwZwbwa wn‡m‡e
we‡ewPZ nb| Zuviv cY¨ m¤úwK©Z Z_¨ mieivn K‡ib, †Kv¤úvwbi cwjwm e¨vL¨v K‡ib Ges ì KlvKwl K‡ib|
ZvQvov, †Kv¤úvwbi Kv‡Q Giv †µZv‡ìI cÖwZwbwaZ¡ K‡ib| cY¨ I †mev m¤ú‡K© Awf‡hvM Zuviv †Kv¤úvwb
eë¯’vcK‡ì Kv‡Q wb‡q Av‡mb|
3| evRviRvZKiY M‡elYvq Z_¨ mieivn t †Kv¤úvwbi e¨w³K we‡µZv me©cÖ_g cÖwZ‡hvMx cY¨, †KŠkj, ì BZ¨vw`
m¤ú‡K© Lei cvq| Zviv G ai‡bi msev` †Kv¤úvwb M‡elK‡ì mieivn K‡ib| Gfv‡e cÖvß Le‡ii wfwË‡Z
evRviRvZKvix h_vh_ wePvi we‡køl‡Yi ci h_vh_ eë¯’v mycvwik Ki‡Z cv‡ib|
4| †KŠkjMZ cwiKíbv cÖYq‡b mnvqZv t e¨w³K we‡µZv ¯’vbxq Ae¯’v fvjfv‡e Rv‡b| †m Kvi‡Y Zviv ¯’vbxq evRvi
`L‡j ev i¶vq Dchy³ †KŠkj m¤ú‡K©I fvj Rv‡b| ZvB GK GK Rb weµwqK weµq †KŠk‡ji GK GKRb
cwiKíbvKvix wn‡m‡e Avwef©~Z nq| Zviv ¯’vbxq Ae¯’vi cwi‡cÖw¶‡Z evRviRvZKiY †KŠkj wn‡m‡e wK wK c`‡¶c
†Kvb& †Kvb& †¶‡Î MÖnY Kiv hvq Zv evRviRvZKiY eë¯’vcK‡K mwVKfv‡e Rvbv‡Z cv‡ib| Gi d‡j evRvi cÖmvi
†KŠkj wbe©vPb mwVK nq I evRviRvZKiY `¶Zv ev‡o|
5| cY¨ D™¢veb I Dbœq‡b mvnvh¨ t †fv³v ev eënviKvix‡ì mv‡_ mivmwi Avjvc K‡i e‡j we‡µZviv †µZv‡ì cQ›`,
AcQ›`, Pvwn`v, AMÖvwaKvi BZ¨vw` m¤ú‡K© Rvb‡Z cv‡i| Gme Z_¨ eë¯’vcbvi Rvbvi d‡j †m †gvZv‡eK M‡elYv I
Dbœqbg~jK KvR ïiy K‡ib| Gfv‡e bZzb cY¨ D™¢ve‡b I cyiv‡bv cY¨ Dbœq‡b we‡µZv mvnvh¨ K‡ib|
cv‡VvËi g~j¨vqb
mwVK DË‡ii cv‡k wUK (√) wPý `vI t
1| e¨w³K weµq wK?
(K) A_©cÖ`Ë cÖmvi gva¨g (L) ïay wjwLZ cY¨ Dc¯’vcb
(M) †gŠwjKfv‡e mivmwi cY¨ Drcv`b (N) Dc‡ii me¸‡jv
2| †KvbwU e¨w³K weµ‡qi êwkó¨ bq?

(K) mivmwi Avjvc (L) wØ-gyLx †hvMv‡hvM
(M) GKgyLx †hvMv‡hvM (N) A_© cÖ`Ë gva¨g
3| bx‡Pi †KvbwU e¨w³K weµ‡qi ¸iyZ¡?

(K) †µZv cY¨-µ‡q mnvqZv (L) cÖwZôv‡bi cÖwZwbwaZ¡
(M) M‡elYv Z_¨ mieivn (N) Dc‡ii me¸‡jv
BDwbU GMvi cvV-184

weµq cÖmvi, cÖPvi I Rbms‡hvM

c vV 4 (Sales Promotion, Publicity and Public Relation)
D‡Ïk¨
5 weµq cÖmvi Kx Zv ej‡Z cvi‡eb|
5 weµq cÖmv‡ii êwkó¨vejx eY©bv Ki‡Z cvi‡eb|
5 cÖPvi I Rbms‡hvM ej‡Z Kx eySvq Zv ej‡Z cvi‡eb|
5 Rbms‡hv‡Mi D‡Ïk¨ eY©bv Ki‡Z cvi‡eb|
weµq cÖmvi ej‡Z Kx eySvq (What is Meant by Sales Promotion)

Av‡gwiKvi gv‡K©wUs mwgwZ weµq cÖmv‡ii msÁv w`‡q‡Qb| †mB msÁvq ejv n‡q‡Q †h, Òweµq cÖmvi n‡”Q e¨w³K weµq,
weÁvcb I cÖPvi Qvov H me evRviRvZKiY Kvh©vejx hv †fv³v‡ì µ‡q I wWjvi‡ì `¶Zv e„w×‡Z DØy× K‡i| †hgb-
cÖ`k©bx, †kv, cÖ`k©b I Ab¨vb¨ AcÖPwjZ weµq cÖ‡Póv hv mvaviY iywU‡b c‡o bv (Sales promotion is those
marketing activities, other than personal selling, advertising and publicity, that stimuate
consumer purchasing and dealer effectiveness) wdwjc KUjvi e‡jb †h, Òweµq cÖmvi n‡”Q cY¨ ev †mevi
µq ev weµq‡K DrmvwnZ Kivi ¯^í-†gqv`x cÖPviYvÓ (Sales promotion is short term incentives to encourage
purchase or sales of a product or service- Philip Kotler)| Zvn‡j †`Lv hv‡”Q †h, Ab¨vb¨ cÖmvi Kvh©µ‡gi
cwic~iK wn‡m‡e weµq cÖmvi KvR K‡i Ges †µZv I wWjvi‡ì cY¨ I †mev µq weµ‡q mvgwqK fv‡e DØy× K‡i|
weµq cÖmv‡ii êwkó¨vejx (Charcterstics of Sales Promotion)

weµq cÖmvi wn‡m‡e wPwýZ n‡Z n‡j †h †Kvb cÖmvi Kvh©µ‡gi wb‡æv³ êwkó¨ Aek¨B _vK‡Z n‡e-
1| †h cÖmvi nvwZqvi eëüZ n‡e Zv `xN© †gqv`xfv‡e cÖ`vb Kiv n‡e bv| †KejgvÎ mvgwqKfv‡e eëüZ n‡e|
2| GB cÖmvi Kvh©µg mvaviYZ †h me cÖmvi c×wZ eëüZ nq bv, †m¸‡jv GLv‡b eënvi Kiv nq| †hgb- webvg~‡j¨
cY¨`vb, we‡kl evÆv BZ¨vw`|
3| †Kvb bv †Kvb e¨w³ ev cÖwZôvb GB weµq cÖmvi Kvh©µg ïiy Ki‡e|
4| GB cÖmv‡ii e¨qfvi †Kvb GKRb e¨w³ ev cÖwZôvb enb K‡i|
cÖPvi I Rbms‡hvM ej‡Z Kx eySvq (What is meant by publicity and public relation)
†Kvb iKg mvsMVwbK D‡`¨vM QvovI GKUv cÖwZô‡bi cY¨ I †mevi msev` RbmvaviY Rvb‡Z cv‡i| †hgb- KvM‡R Lie
†ei n‡jv †m, evsjv‡`‡k c¨vivwmUvgj U¨ve‡jU cÖ¯ÍzZKvix †Kv¤úvwb¸‡jvi g‡a¨ AgyK AgyK †Kv¤úvwbi U¨ve‡jU cy‡iv gv‡bi
I cwigv‡Yi Jla Av‡Q| Avi AgyK AgyK †Kv¤úvwbi U¨ve‡jU wbægv‡bi| LeiUv G‡m‡Q evsjv‡`k miKv‡ii gvb wbqš¿Y
†ev‡W©i KvQ †_‡K| GLv‡b GB †h †Kv¤úvwb¸‡jv AbyK‚j cÖPviYv †cj ev hviv cÖwZKzj cÖPviYv †cj Giv †KDB GB LeiUvi
cÖKv‡ki D‡`¨vM †bqwb ev LiPI †`qwb| G ai‡bi cÖPviYvB cÖPvi bv‡g cwiwPZ| GB cÖPvi ev cvewjwmwU‡K GLb A‡b‡K
Avjv`v †Kvb cÖmvi †KŠkj e‡jb bv| Zuviv Rbms‡hvM ev cvewjK wi‡jkvbm GB †KŠk‡ji Awa‡b M„nxZ GKUv ¶z`ªZi
†KŠkj wn‡m‡e GB cÖPvi‡K †`‡Lb| Avevi A‡b‡K cÖPvi I Rbms‡hvM `y'†Uv‡KB Avjv`v Avjv`v cÖmvi †KŠkj ev cÖmvi
Dcv`vb wn‡m‡e we‡ePbv K‡ib| Z‡e Dfq c¶B G `y‡Uv‡K ÔMY-cÖmvi' Kvh©µg wn‡m‡e AvL¨vwqZ K‡i‡Qb| ZvB Avgiv G
`y‡'Uv GKm‡½ Av‡jvPbv KiwQ| Avgiv cÖ_‡g cÖPv‡ii msÁv †è| Avgv‡ì D‡Ïk¨ n‡”Q wfbœ wfbœ fv‡e A_P GKwÎZ
AvKv‡i GB MY cÖmvi Kvh©µg Avcbvi mvg‡b Zz‡j aiv| Zvn‡j †`Lv hvK cÖPvi Kv‡K e‡j|
BDwbU GMvi cvV-185

weweGm †cÖvMÖvg
Ò†Kvb †Kv¤úvwb ev Zvi cY¨ m¤ú‡K© †Kvb MYgva¨‡g msev` cwi‡ekbvi Øviv †mB †Kv¤úvwb ev Zvi c‡Yï †m cÖmvi
Kvh©vejx P‡j hvi Rb¨ †Kvb D‡`¨v³v †Kvb A_© e¨q K‡i bv, Zv‡K cÖPvi e‡jÓ (Publicity is the activities to
promote a company or its products by planting news about it in media not paid for by the
sponsor)| GB msÁv w`‡q‡Qb wdwjc KUjvi| cÖPv‡ii g‡a¨ msev`, wdPvi ev †Kvb cY¨ m¤ú‡K© wjwLZ cÖeÜ BZ¨vw`
c‡o| G¸‡jv Ab¨‡Kvb c¶ Zv‡ì wb‡R‡ì †jLvi ¯^v‡_© wj‡L‡Q|
Ab¨w`‡K Rbms‡hvM ej‡Z cÖPvimn Ab¨vb¨ D‡`¨v³v wenxb cÖmvi Kvh©µg‡K eySv‡bv n‡q‡Q| wdwjc KUjvi Rbms‡hvM
m¤ú‡K© e‡jb †h, ÒAbyKzj cÖPvi jvf, fvj ÔK‡c©v‡iU B‡gR' M‡o †Zvjv I cÖwZK‚j ¸Re, MíKvwnbx Ges NUbvi gyÛzcvZ ev
wbqš¿‡Yi gva¨‡g bvbv ai‡bi RbM‡Yi m‡½ †Kv¤úvwbi fvj m¤úK© M‡o †Zvjvi KvR n‡”Q Rbms‡hvMÓ (Public
relations is the building good relations witht he company's various publics by obtaining
favourable publicity, building up a good corporate image', and handling or heading off
unfavourable rumors, stories, and events)| Zvn‡j †`Lv hv‡”Q Rbms‡hvM GKUv e¨vcK aviYv hvi g‡`¨ mKj
ai‡bi Kvh©vejx, hvi Rb¨ †Kvb A_© †KD cÖ`vb K‡i bv, Zv Aš—f©y³| ZvB A‡bK we‡klÁ †hgb wdwjc KUjvi, DBwjqvg
†R. ÷¨vbUb mevB cÖPvi‡K Rbms‡hv‡Mi Ask wn‡m‡e †`wL‡q‡Qb|
Rbms‡hvM D‡Ïk¨vejx (Objectives of Public Relation)

Rbms‡hv‡Mi KZK¸‡jv mvaviY D‡Ïk¨ Av‡Q hv Ab¨vb¨ cÖmvi †KŠk‡ji D‡Ï‡kï mv‡_ wg‡j hvq| Avevi KZK¸‡jv we‡kl
D‡Ïk¨ Av‡Q hv GB †KŠk‡ji gva¨‡gB †Kej AwR©Z nq| Avgiv GB Dfq cÖKvi D‡Ïk¨¸‡jv GKwÎZ AvKv‡i Avcbvi
mvg‡b Zz‡j ai|
* bms‡hv‡Mi cÖavb D‡Ïk¨ n‡”Q cY¨, aviYv, cÖwZôv‡bi Kvh©vejx, cÖwZôvb, †`‡ki RbMY Ges Ggb wK wbR RvwZ‡K
cwiwPZ Kiv Ges A‡bï Kv‡Q MÖnY‡hvM¨ K‡i †Zvjv|
* cÖwZôvb I Zvi cY¨ m¤ú‡K© †Kvb ¸Re ev wg_¨v cÖPviYv n‡j Zv cÖwZnZ Kiv|
* RbM‡Yi Av¯’v AR©b Kiv|
* cÖwZôvb I Zvi cY¨ m¤ú‡K© cÖPyi Z_v cÖKvk Kiv|
* cÖwZôv‡bi fveg~wZ© M‡o †Zvjv|
* cowZ c‡Yï Pvwn`v cybiy¾xweZ Kiv|
BDwbU GMvi cvV-186

cv‡VvËi g~j¨vqb
ˆbe©¨w³K cÖkœ
mwVK DË‡ii cv‡k wUK (√) wPý `vI|
1| wb‡Pi †KvbwU weµq cÖmv‡ii êwkó¨ bq?
(K) `xN©‡gqv`xfv‡e Bnv‡K eënvi
(L) ¯^í †gqv‡` Bnv‡K eënvi
(M) †µZv‡K we‡kl myweav cÖ`vb
(N) Bnvi e¨qfvi †Kvb e¨w³ ev cÖwZôvb enb Ki‡e|
2| bx‡Pi †KvbwU weµq cÖmvi?

(K) webvg~‡j¨ cY¨ `vb
(L) we‡kl Qvo
(M) Dcnvi cÖ`vb
(N) Dc‡ii me¸‡jv
3| bx‡Pi †KvbwU Rbms‡hv‡Mi D‡Ïk¨ bq?

(K) RbM‡Yi Av¯’v AR©b
(L) cÖwZôv‡bi fveg~wZ© M‡o †Zvjv
(M) ¸Re ev wg_¨v cÖPviYv
(N) mivmwi cY¨ weµq|
BDwbU GMvi cvV-187

weweGm †cÖvMÖvg
iPbvg~jK cÖkœvejx
1| cÖmvi ej‡Z wK eySvq? cÖmv‡ii wewfbœ D‡Ïk¨mg~n we¯ÍvwiZ Av‡jvPbv Kiyb|
2| weÁvcb ej‡Z wK eySvq? weÁvc‡bi wewfbœ D‡Ïk¨mg~n Av‡jvPbv Kiyb| weÁvcb Kv‡R cÖavb wm×všÍmg~n e¨vL¨v Kiyb|
3| e¨w³K weµq wK? Bnvi êwkó¨¸‡jv D‡jøL Kiyb| e¨w³K weµ‡qi ¸iyZ¡ Av‡jvPbv Kiyb|
msw¶ß cÖkœvejx
1| cÖmvi Kx?
2| cÖmvi wgkªY wK? Bnvi Dcv`vb¸‡jv wK wK?
3| weÁvcb wK?
4| weÁvc‡bi êwkó¨mg~n ms‡¶‡c wjLyb|
5| weÁvcb ev‡RU wba©vi‡Yi c×wZmg~n ms‡¶‡c wjLyb|
6| e¨w³K weµ‡qi êwkó¨¸‡jv wjLyb|
7| weµq cÖmvi wK? Bnvi êwkó¨ wK wK?
8| cÖmvi I Rbms‡hvM ej‡Z wK eyS?
9| Rbms‡hv‡Mi D‡Ïk¨ Av‡jvPbv Kiyb|
DËigvjv
cvV- 1 t 1. (L) 2. (M) 3. (N)
cvV-2 t 1. (N) 2. (M) 3. (N)
cvV-3 t 1. (M) 2. (M) 3. (N)
cvV-4 t 1. (K) 2. (N) 3. (N)
BDwbU GMvi cvV-188

BDwbU
12
mgevq evRviRvZKiY
Co-operative Marketing
f‚wgKv
gvbyl mgvRe× fv‡e emevm Ki‡Z fvjev‡m| mgv‡R emevm Ki‡Z wM‡q Zviv †`‡L mgv‡R †KnB
¯^qsm¤ú~© bq| mK‡jB mK‡ji Dci wbf©ikxj| GB cvi¯úwiK wbf©ikxjZv †_‡KB mgev‡qi m~ÎcvZ|
awb, ewYK I cyuwRcwZ‡ì nvZ †_‡K euvPvi Rb¨ mgv‡Ri ga¨weË, wb¤œ-ga¨weË, kªwgK I †gnbwZ gvby‡li
mgb¦‡qB g~jZt mgevq mwgwZi m„wó|
weweGm †cÖvMÖvg
mgevq evRviRvZKi‡Yi msÁv I êwkó¨

c vV 1 (Defination and Characteristics of Co-operative Marketing)
D‡Ïk¨
5 mgevq mwgwZi msÁv ej‡Z cvi‡eb;
5 mgevq evRviRvZKi‡Yi msÁv ej‡Z cvi‡eb;
5 mgevq evRviRvZKi‡Yi êwkó¨ eY©bv Ki‡Z cvi‡eb|
mgevq evRviRvZKi‡Yi msÁv Rvbvi c~‡e©B Avgv‡ì mgevq mwgwZ m¤ú‡K© ¯úó aviYv Avgv‡ì mgevq mwgwZ
m¤ú‡K© ¯úó aviYv AR©b Kiv cÖ‡qvRb| kãMZ A‡_© mgevq n‡jv mw¤§wjZfv‡e KvR Kiv| A_©vr D‡Ïk¨ AR©‡bi
Rb¨ wg‡jwg‡k KvR KivB mgevq| mgev‡qi g~jgš¿ n‡jv ÒmK‡ji Z‡i mK‡j Avgiv|Ó
mgv‡Ri ga¨weË, wb¤œ-ga¨weË, kªwgK I †gnbwZ gvbyl awbK-ewYK‡ì nvZ †_‡K euvPvi Rb¨ Zv‡ì ¯^í cyuwR‡K
GKwÎZ K‡i †h cÖwZôvb M‡o †Zv‡j, Zv‡K mgevq mwgwZ e‡j|
A_©bxwZwe` Kvjfv‡U©i Av‡jv‡K ejv hvq †h, Òmgevh mwgwZ n‡jv GKai‡bi msMVb, †hLv‡b wKQy msL¨K †jvK
Zv‡ì A_©‰bwZK Dbœq‡bi Rb¨ mgvb AwaKv‡ii wfwË‡Z †¯^”QvK…Zfv‡e wgwjZ nq|Ó
g~jZt mgevq mwgwZ n‡jv GKwU we‡kl ai‡bi eëmvq msMVb| †hLv‡b m`mïv Zv‡ì mxgve×Zv KvwU‡q I‡V
A_©‰bwZK Dbœq‡bi Rb¨ mgvb AwaKvi I cvi¯úwiK mn‡hvwMZvi wfwË‡Z †¯^”Qvq GKZve× nq| †`‡k cÖPwjZ
AvB‡bi Av‡jv‡K Bnv MwVZ nq|
mgevq mwgwZ m`mïvB Bnvi gvwjK| Z‡e, Zv‡ì Øviv wbe©vwPZ cwiPvjKgÛjxi gva¨‡g mgevq msMVb cwiPvwjZ
I wbqš¿Z nq|
mgevq evRviRvZKi‡Yi msÁv (Defination of Co-operative Marketing)

mnR K_vq mgv‡Ri mg‡Mv‡Îi gvbyl Zv‡ì A_©‰bwZK Dbœq‡bi Rb¨ †¯^”Qvq mgvb AwaKv‡ii wfwË‡Z †h msMVb
M‡o †Zv‡j, Zv‡K e‡j mgevq|
Aci w`‡K K…wl c‡Yï Drcv`b I e›U‡bi Rb¨ †h mgevq mwgwZ MwVZ| cwiPvwjZ I wbqwš¿Z nq, Zv‡K mgevq
evRviRvZKiY e‡j|
Avgv‡ì †`‡ki K…lK mgvR `wi`ª, ci¯úi wew”Qbœ| ¶z`ª Drcv`‡bi mv‡_ RwoZ| ZvB Zviv ewa©Z g~‡j¨ eënvi
KuvPvgvj I DcKiY µq K‡i| Drcvw`Z cY¨ `ªe¨ b¨vh¨g~‡j¨ wewµ Ki‡Z e¨_© nq Ges cY¨ wewµi mgq cÖ‡qvRbxq
Avevi wbðqZv cvq bv| G mKj mgm¨v‡K KvwU‡q IVvi Rb¨ K…wl cvq bv| G mKj m`m¨‡K KvwU‡q IVvi Rb¨
K…wl c‡Yï Drcv`KMY mw¤§wjZfv‡e cvi¯úvwiK mn‡hvwMZv I mgvb AwaKv‡ii wfwË evRviRvZKiY mgevq
mwgwZ MVb K‡i| D‡jøL¨ †h, g~jZt K…wl c‡Yï Drcv`K‡ì wb‡qB Giƒc mwgwZ MwVZ nq e‡j Bnv‡K K…wl
evRviRvZKiY mgevq mwgwZI ejv nq|
Kbfvm© I Ab¨vb¨‡ì g‡Z ÒK…wl mgevq mwgwZ n‡jv K…lK‡ì g‡a¨ GKwU †hŠ_ Kvh©µg, hvi D‡Ïk¨ n‡jv
wb‡R‡ì Drcvw`Z cY¨-`ªe¨ wewµ Kiv, DcKiYmg~n µq Kiv A_ev Drcv`b I †mevmg~n wbwðZ Kivi Rb¨
Ab¨vb¨ Kvh©vejxi mv‡_ RwoZ _vKv|
gvngygy`yi ingvb Gi g‡Z Òmgevq evRviRvZKiY n‡jv GKwU `je× †jv‡Ki g~jZt Drcv`K‡ì †¯^”Qvg~jK
msMwVZ †hŠ_ mwgwZ hv m`m¨‡ì wbR wbR cÖ‡Póv I cvi¯úwiK mn‡hvwMZvi wfwË‡Z wewfbœ evRvi RvZKiY
BDwbU evi c„ôv-190

Kvh©vejx m¤úv`b K‡i|Ó

1. "Agriculture Co-operation may be defined as joint action among a number of farmers
for the purpose of selling their products, buying supplies or engaging in other actiribis
such as production and providing services."- Converse & others, Elements of Marketing,
P.416.
2. "Co-operation marketing may be defined as the performance of rarious marketing

functions by a group of people. usually producers, organized together voluntatily into an
association based on sell-help and mutural help." Mahmudur Rahman, Derelogment of
Agricultural Marketing in Banladesh, P.102.
Dc‡ii Av‡jvPbv †_‡K Avgiv ej‡Z cvwi †h, mgevq evRviRvZKiY n‡jv K…wl cY¨-`ªe¨ Drcv`bKvix‡ì
†¯^”Qvg~jK msMVb| wb‡R‡ì cÖ‡qvRbxq DcKiYvw` ¯^íg~‡j¨ msMÖn Kiv Ges m`m¨‡ì Drcvw`Z K…wl cY¨`ªe¨
msMÖn, †MÖwWs, c¨vwKs, Ges gRyZ Kivi gva¨‡g b¨vh¨g~‡j¨ wewµi eë¯’v KivB g~jZt Bnvi KvR|
Kgc‡¶ 10 Rb c~Y© eq¯‹ K…wl c‡Yï Drcv`bKvix GKwÎ n‡qB Giƒc mgevq MVb Ki‡Z cv‡i| GRb¨ Zv‡ì
Af¨šÍixY Kvh©vejx cwiKíbv I wbqš¿Y msµvšÍ g~j `wjj Dc-wewa ˆZwi Ki‡Z nq Ges wbeÜ‡Ki wbKU †_‡K
cÖ‡qvRbxq AbygwZ MÖnY Ki‡Z nq| m`m¨‡ì Øviv wbe©vwPZ cwiPvjbv cwil` KZ©„K Bnv cwiPvwiZ I wbqwš¿Z nq|
mgevq evRviRvZKiY mwgwZi êwkó¨ (Characteristics of Co-operative Marketing)

mgevq evRviRvZKiY mwgwZi wKQy c„_K Ges D‡j- L‡hvM¨ êwkó¨ i‡q‡Q, hv wb‡æ Av‡jvPbv Kiv n‡jvt
1. †¯^”Qvg~jK msMVb
mgevq evRviRvZKiY m`m¨‡ì †¯^”Qvg~jK msMVb| K…wl cY¨-`ª‡eï Drcv`KMY Zv‡ì cY¨-`ªe¨
evRviRvZKi‡Y Ges DcKiYvw` µ‡qi myweav jv‡fi gva¨‡g Avw_©K Kj¨v‡Yi cÖZ¨vkvq Giƒc mwgwZ MVb K‡i|
2. m`m¨
cÖvß eq¯‹ †h †Kvb K…lKB B‡”Q Ki‡j Giƒc mwgwZi m`m¨ n‡Z cv‡i| Z‡e mgevq AvBb Abyhvqx Giƒc mwgwZ
MV‡b me©wbæ 10 Rb m`m¨ cÖ‡qvRb nq| m‡e©v”P m`m¨ msL¨vi †Kvb mxgv †bB| D‡jøL¨ †Kvb bvevjK Gi m`m¨
n‡Z cv‡i bv|
3. D‡Ïk¨
gybvdv AR©bB mgevq evRviRvZKi‡Yi g~j D‡Ïk¨ bq| K…wl cY¨ `ª‡eï DcKiYmsMÖn Drcv`b I evRviRvZi‡Y
m`m¨‡ì cvi¯úwiK mn‡hvwMZvi gva¨‡g Avw_©K Kj¨vY I mg„w× wbwðZ KivB nvi g~j D‡Ïk¨|
4. wbeÜb
mgevq evRviRvZKiY mwgwZ‡K evsjv‡`k mgevq mwgwZ AvBb 1984 Ges mgevq mwgwZ wbqgvejx 1987 Øviv
eva¨Zvg~jKfv‡e wbewÜZ, cwiPvwjZ I wbqwš¿Z n‡Z nq|
5. AvBbMZ msÁv
AvBb Øviv m„ó e‡j Bnv K…wÎg I ¯^Zš¿ e¨w³mËv we‡kl| Bnv wbR bv‡g cwiwPZ Ges cwiPvwjZ nq| mwgwZ wb‡RB
A‡bï weiy‡× Ges A‡bÏ mwgwZi weiy‡× gvgjv `v‡qi Ki‡Z cv‡i| Aci w`‡K †Kvb m`‡mï g„Zz¨ ev Aem‡iI
mwgwZi Aemvb nq bv|
6. cyuwR mieivn
mwgwZi m`m¨MY †kqvi µ‡qi gva¨‡g Bnvi g~jab mieivn K‡i _v‡K| cÖwZwU †kqv‡ii g~j¨ 10 UvKvi Kg n‡Z

weweGm †cÖvMÖvg
1
cv‡i bv| †kqvi g~j¨ Øviv `vq mxgve× mwgwZi †Kvb m`m¨ mwgwZi 5 As‡ki †ewk †kqvi g~jab msMÖn Ki‡Z
cv‡i bv|
7. MYZvwš¿K bxwZ
mwgwZi †kqvi g~jab †Kvb m`‡mï †h cwigvYB _vKzK bv †Kb Zv we‡ePbv Kiv nq bv| ÒGK gv_v GK †fvUÓ GB
MYZvwš¿K bxwZi DciB Bnv cwiPvwjZ nq|
8. `vq-`vwqZ¡
evsjv‡`‡k MwVZ mgevq evRviRvZKiY mwgwZi m`m¨‡ì `vwq‡Z¡i cÖK…wZ mwgwZ‡Z wewb‡qvMK…Z †kqvi gyj¨ Øviv
mxgve×| †kqvi g~‡jï †ewk `vq †Kvb m`m¨‡KB enb Ki‡Z nq bv|
9. gybvdv e›Ub
1
gybvdv AR©b ¯^í D‡Ïk¨ bv n‡jI `¶ fv‡e Kvh© cwiPvjbv Ki‡j †ek gybvdv AwR©Z nq| AwR©Z gybvdvi 5 Ask
msiw¶Z Znwe‡j Rgv †i‡L evKx Ask m`m¨‡ì g‡a¨ g~ja‡bi Abycv‡Z e›Ub Kiv nq|
10. eë¯’vcbv
mgevq evRviRvZKiY mwgwZi eë¯’vcbv cwiPvjbv I wbqš¿‡Yi `vwqZ¡ m`m¨‡ì ga¨ †_‡K wbe©vwPZ
cwiPvjKgÛjxi Dci b¨¯Í _v‡K| cwiPvjbv cwil‡ì m`m¨ msL¨v 6 †_‡K 12 R‡bi g‡a¨ n‡q _v‡K| cwiPvjv
cwil` Zv‡ì Kvh©µ‡gi Rb¨ mvaviY m`m¨‡ì wbKU `vqx _v‡Kb|
11. mgev‡qi bxwZ
mgevq evRviRvZKi‡Yi g~j bxwZ n‡jv GKZv, mZZv, mn‡hvwMZv, mvg¨, wek¦vm I mg‡SvZv, kvwšÍ-k„sLjv,
wgZe¨wqZv, MYZš¿, wbi‡c¶Zv BZ¨vw`| G mKj bxwZgvjv mgevq evRviRvZKiY MVb, cwiPvjbv I mvd‡jï
Rb¨ AwZ ¸iyZ¡c~Y©|
12. FY`vb I FYMÖnY
mvaviYfv‡e Giƒc mwgwZ m`m¨ Qvov Aci KvD‡K FY cÖ`vb Ki‡Z cv‡i bv Ges m`m¨ Qviv KviI wbKU †_‡K
FY MÖnY Ki‡Z cv‡i bv| Z‡e wbeÜ‡Ki c~e©vbygwZ Ges Dc-wewai kZ© mgw_©Z n‡j Gi e¨wZµg Ki‡Z cv‡i|
13. †kqvi n¯ÍvšÍi
1984 mv‡ji mgevq mwgwZ AwW©b¨v‡Ýi Av‡jv‡K mwgwZi m¤§wZµ‡g mxgve× `vqhy³ mwgwZi †kqvi n¯ÍvšÍi Kiv
hvq Ges Amxgve× `vqhy³ mwgwZi †kqvi m`m¨ Qvov KviI wbKU n¯ÍvšÍi Kiv hvq bv|
14. †mevi we¯Ívi
Giƒc mwgwZ m`m¨‡ì m‡e©v”P †mev cÖ`v‡bi Rb¨ MwVZ nq| mwgwZi mvd‡jï mv‡_ mv‡_ Bnvi †mevi cwiwa I
e„w× Kiv nq| mwgwZi gva¨‡g †h me †mev †`qv nq Zvn‡jv exR I mvi msMÖn, cY¨ msMÖn †MÖwes, msi¶Y, cwienY
Ges m‡e©v”P g~‡j¨ cY¨-`ªe¨ wewµi eë¯’v BZ¨vw`|
15. miKvwi wbqš¿Y
miKvi m„ó AvB‡bi Aax‡b mgevq evRviRvZKiY mwgwZ MwVZ I cwiPvwjZ nq| ZvB Bnvi Dci miKvwi wbqš¿Y
I c„ô‡cvlKZv eRvq _v‡K|
16. wnmve wbix¶v
cÖ‡Z¨K wnmve ermi †k‡l mgevq evRviRvZKiY mwgwZi wnmve-cÎ PvUvW© GKvD›U¨v›U KZ©„K wbix¶v Kiv‡bv
eva¨Zvg~jK|

17. we‡jvc mvab

AvBb Øviv m„ó K…wÎg e¨w³mËvi Kvi‡Y mgevq evRviRvZKiY mwgwZ mn‡R we‡jvc nh bv| Z‡e mwgwZi m`mïv
B‡”Q Ki‡j cÖPwjZ AvB‡bi weav‡bi Av‡jv‡K Bnvi we‡jvc Ki‡Z cv‡i|
cvV-ms‡¶c
mgevq mwgwZ n‡jv ga¨weË, wb¤œ-ga¨weË, kªwgK I †gnbwZ gvby‡li †¯^”Qvg~jK msMVb| awbK-ewYK †kªYxi †kvlY
†_‡K euvPvi Rb¨ m`mïv †¯^”Qvq g~jab msMÖn K‡i Giƒc msMVb MVb I cwiPvjbv K‡i|
K…wlcY¨ `ª‡eï Drcv`KvixMY Zv‡ì cÖ‡qvRbxq DcKiYvw` msMÖn, cY¨ Drcv`b, msMÖn, †MÖwWs msi¶Y I b¨vh¨
g~j¨ wbwðZ Kivi Rb¨ †¯^”Qvq mw¤§wjZ fv‡e g~jab msMÖn K‡i †h mwgwZ MVb K‡i, ZvB n‡jv mgevq
evRviRvZKiY mwgwZ|
mgevq evRviRvZKiY mwgwZi êwk‡óï g‡a¨ i‡q‡Q- †¯^”Qvg~jK msMVb, m`m¨c`, D‡Ïk¨, wbeÜb, AvBbMZ
mËv, cyuwR mieivn, MYZvwš¿K bxwZ, `vq-`vwqZ¡ gybvdv e›Ub, eë¯’vcbv, †kqvi n¯ÍvšÍi, miKvwi wbqš¿Y BZ¨vw`|
cv‡VvËi g~j¨vqb
1. Kgc‡¶ KZ Rb K…lK mw¤§wjZev‡e mgevq evRviRvZKiY mwgwZ MVb Ki‡Z cv‡i?
K. 20 Rb L. 15 Rb
M. 10 Rb N. hZ Lykx ZZ Rb
2. mgevq evRviRvZKi‡Yi cÖavb êwkó¨ Kx?
K. †¯^”Qvg~jK msMVb L. wbeÜb
M. †kqvi n¯ÍvšÍi N. we‡jvc mvab|

weweGm †cÖvMÖvg
mgevq evRviRvZKi‡Yi f‚wgKv, ¸iyZ¡ Ges myweav

c vV 2
D‡Ïk¨
5
5
mgevq evRviRvZKi‡Yi f‚wgKv eY©bv Ki‡Z cvi‡eb;
mgevq evRviRvZKi‡Yi ¸iyZ¡ eY©bv Ki‡Z cvi‡eb;
5 mgevq evRviRvZKi‡Yi myweav eY©bv Ki‡Z cvi‡eb|
mgevq evRviRvZKi‡Yi f‚wgKv (Role of Co-operative Marketing)

evsjv‡`k K…wlcÖavb †`k| A_P G‡`‡ki K…l‡Kiv `wi`ª, Ae‡nwjZ, wew”Qbœ Ges wew¶ß Drcv`‡bi mv‡_ RwoZ|
d‡j Drcvw`Z c‡Yï b¨vq g~j¨ †_‡K Zviv cÖwZwbqZB ewÃZ| GB Ae¯’v cwieZ©b cÖ‡qvRb| K…lK‡ì Ae¯’v
cwieZ©‡bi gva¨‡g †`‡ki mvwe©K A_©‰bwZK Dbœq‡bi Rb¨ mgevq evRviRvZKi‡Yi f‚wgKv AZ¨šÍ ¸iyZ¡c~Y©| wb‡æ
mgevq evRviRvZ Ki‡Yi f‚wgKv Av‡jvPbv Kiv n‡jv-
1. cY¨ `ª‡eï b¨vh¨g~j¨ wbwðZ KiY
mgevq evRviRvZKiY mwgwZi gva¨‡g K…lKMY †Kvbiƒc ga¨¯’ Kvievix‡ì mvnvh¨ QvovB Zv‡ì cY¨-`ªe¨ mivmwi
†fv³v ev eënviKvix‡ì wbKU weµq Ki‡Z cv‡i| d‡j cY¨ `ª‡eï b¨vh¨g~j Zviv †c‡q _v‡K|
2. DcKiY I cY¨ msMÖn
mwgwZi gva¨‡g m`m¨ ev Zv‡ì cÖ‡qvRbxq DcKiYvw` †hgb- mvi, exR, KxUbvkK †hŠ_fv‡e msMÖn K‡i| Aic
w`‡K mK‡ji Drcvw`Z cY¨ mwgwZi gva¨‡g wewµi Rb¨ msMÖn I Rgv K‡i| c‡i my‡hvM g‡Zv b¨vh¨ g~‡j¨ wewµ
K‡i|
3. ¸`vgRvZKiY myweav
K…wlcY¨ g~jZ cPbkxj Ges †gŠmyg wfwËK Drcbœ nq| wKš—z †fvM I eënvi nq ermi e¨vcx| ¶z`ª K…l‡Kiv
A_©vfve I msi¶‡Yi m‡hv‡Mi Afv‡e Drcv`b‡bi mv‡_ mv‡_B cY¨ wewµ K‡i †d‡j| mgevq evRviRvZKiY
mwgwZ m`m¨‡ì cY¨ msMÖn K‡i| †MÖwWs K‡i, mwgwZi ¸`v‡g msi¶Y K‡i Ges msi¶‡Yi wel‡q m`m¨‡ì
cÖwk¶Y w`‡q _v‡K| d‡j fiv †gŠmy‡g Kg `v‡g cY¨ wewµi nvZ †_‡K Zviv i¶v cvq| b¨vq¨g~j¨ †c‡q Avw_©K w`K
w`‡q jvfevb nq|
4. ga¨¯’ Kvievix‡ì D‡”Q`
mwgwZ m`m¨‡ì Rb¨ cÖ‡qvRbxq DcKiY msMÖn K‡i Ges mivmwi †fv³v Ges eënviKvix‡ì wbKU weµq K‡i|
d‡j ¯’vbxq dwoqv, `vjvj, Avor`vi, gnvRb, cvBKvwi I LyPiv eëmvqx BZ¨vw` ga¨¯’ Kvievix‡ì nvZ †_‡K Zviv
m¤ú~Y© i¶v cvq|
5. cwienb myweav
mwgwZ wbR¯^ D‡`¨v‡M m`m¨‡ì Drcvw`Z cY¨-`ªe¨ cÖZ¨šÍ AÂj †_‡K msMÖn, msi¶Y I wewµi eë¯’v K‡i| d‡j
bvggvÎ g~‡j¨ ¯’vbxq dwoqv ev `vjvj‡ì wbKU Zv‡ì cY¨ wewµ Ki‡Z nq bv|
6. evRviRvZKiY e¨q n«vm
wew”Qbœ K…lK mgvR mwgwZi gva¨‡g GKZve× n‡q wb‡R‡ì mKj Kvh© †hgb- DcKiY msMÖn Drcvw`Z cY¨ msMÖn,
†MÖwWs, gRyZKiY| †fv³v‡ì wbKU cwienb wb‡RivB m¤úbœ K‡i| ga¨¯’‡ì †Kvb mvnvh¨ mn‡hvwMZv †bq bv|
d‡j Zv‡ì evRviRvZKiY e¨q e¨vcK n«vm cvq|
7. evRviRvZKiY Z_¨ mieivn
mwgwZi gva¨‡g m`m¨‡ì c‡Yï g~j¨ n«vm-e„w×, Pvwn`v, †hvMvb BZ¨vw` msµvšÍ mKj evRviZ_¨ meivn K‡i| d‡j
m`m¨MY Zv‡ì ¯^v_© msi¶‡Y Av‡iv m‡PZb nq|
8. wbqwgZ cY¨ mieivn

mwgwZ fiv †gŠmy‡g cY¨ a‡i iv‡L| cieZx© ch©v‡q evRvi Pvwn`vi Av‡jv‡K †hvMvb w`‡q mviv ermi wbqwgZ c‡bï
mieivn wbwðZ K‡i| d‡j Drcv`K, †fv³v ev eënviKvix mK‡jB DcK…Z nq|
9. mnR FY myweav
mwgwZi gva¨‡g m`mïv cY¨-`ªe¨ Drcv`‡bi c~‡e© Ges c‡i mwgwZi Znwej †_‡K mnR k‡Z© FY myweav †c‡q
_v‡K| d‡j Pov my‡` gnvRb ev e¨vsK †_‡K FY †bqvi nvZ †_‡K gyw³ †c‡q m`mïv jvfevb nq|
10. †hŠ_ cÖPvi
mwgwZ m`m¨‡ì Drcvw`Z c‡Yï evRvi m¤úªmvi‡Yi Rb¨ †hŠ_ fv‡e cÖPvi Kvh© cwiPvjbv K‡i| d‡ji evRvi
Pvwn`vI m‡PZbv e„w× cvq| mK‡jB DcK…Z nq|
11. Kvievi Ávb e„w×
mwgwZi Kvh©µg cwiPvjbv Ki‡Z wM‡q m`m¨‡ì eëmvq-evwYR¨ msµvšÍ ev¯Íe wk¶v I Ávb e„w× cvq| hv Zv‡ì
e„n`vqZ Drcv`b I e›U‡b DrmvwnZ K‡i|
12. c‡Yï gvb Dbœq‡bi mZK©Zv
mwgwZi gva¨‡g m`m¨‡ì DbœZ exR, mvi mieivn Kiv nh| DbœZ Pvl c×wZ I cwiPP©v m¤ú‡K© ev¯Íe cÖwk¶Y †`qv
nq| d‡j c‡Yï gvb DbœZ nq| Aci w`‡K AwaK g~j¨ cÖvwß Avkvq DbœZ †MÖ‡Wi cY¨ Drcv`‡b Zviv DrmvwnZ
nq|
13. gvbweK bxwZgvjv AbymiY
mgevq evRviRvZKi‡Y GKZv, mvg¨, mZZv, msnwZ, mn‡hvwMZv, MYZš¿, wgZe¨vwqZv BZ¨vw` gvbweK bxwZgvjv
AbymiY Kiv nq| d‡j mwgwZ I mgv‡R Awbqg `~ixf‚Z nq| k„sLjv wd‡i Av‡m|
14. e¨q, AcPq I cPbkxjZv n«vm
K…wl cY¨ †gŠmygx I cPbkxj cÖK…wZi n‡jI m`mïv e¨w³MZ fv‡e Ges mZK©Zvi mv‡_ Bnv Drcv`b, †MÖwWs,
msi¶Y I evRviRvZKiY K‡i| d‡j mKj ¯—‡i e¨q, AcPq I cPbkxjZv n«vm cvq|
15. gybvdv I mÂq
mgevq evRviRvZKi‡Yi gva¨‡g GKw`‡K m`mïv b¨vh¨g~‡j¨ cY¨-`ªe¨ wewµi my‡hvM cvq| Aci w`‡K mKj ¯Í‡i
Zv‡ì e¨q I AcPq n«vm cvq| d‡j cÖPyi gybvdv AwR©Z nq| AwR©Z gybvdvi|
16. mvgvwRK gh©v`v I RxebhvÎvi gvb Dbœqb
mgevq evRviRvZKi‡Yi gva¨‡g mKj m`m¨ mwgwZi wbqgKvbyb †g‡‡b P‡j| ci¯úi ci¯ú‡ii my‡L-`yt‡L cv‡k
_v‡K, mn‡hvwMZv K‡i, gybvdv e›Ub K‡i †bq, d‡j Zv‡ì Rxeb hvÎvi gvb I mvgvwRK gh©v`v e„w× cvq|
mgevq evRviRvZKi‡Yi ¸iyZ¡ (Importance of Co-operative Marketing)

evsjv‡`‡ki 80% †jvKB K…wli Dci wbf©ikxj| ZvB K…wli Dbœqb Øviv G‡`‡ki A_©‰bwZK Dbœqb m¤¢e nq|
wew¶ß, `wi`ª Ges ¶z`ª Drcv`‡bi mv‡_ mswkøó K…lK‡ì Dbœq‡bi gva¨‡g mgvR I †`‡ki Dbœq‡bi Rb¨ mevq
evRviRvZKi‡Yi ¸iyZ¡ Acwimxg| mgevq evRviRvZKi‡Yi ¸iyZ¡‡K Avgiv wbæiƒ‡c e¨vL¨v Ki‡Z cvwi|
1. HK¨ I m‡PZbvi m„wó
mgev‡qi g~j¨gš¿ n‡jv GKZvB ej Ges we‡f` bq HK¨| mgev‡qi gva¨‡g ¶z`ª, `wi`ª I wew¶ß K…lK mgvR‡K
GKZve× Kiv I m‡PZbvi m„wó Kiv hvq|
2. e„n`vqZ eëmv‡qi myweav m„wó
mgev‡q evRviRvZKi‡Yi gva¨‡g m`m¨‡ì mw¤§wjZ cÖ‡Póv I D‡`¨v‡Mi Øviv eëmv‡qi myweav m„wó nq| mwgwZ
mw¤§wjZfv‡e Zv‡ì DcKiY I KuvPvgvj msMÖn K‡i, Pvlvev` K‡i, Drcv`b K‡i, msMÖn †MÖwWs I ¸`vgRvZ K‡i|
d‡j mKvj †¶‡Î e¨q I AcPq n«vm †c‡q e¨vcK mvdj¨ AwR©Z nq|
3. `¶Zvi Dbœqb
mwgwZi gva¨‡g GKZve× n‡q Ges mwgwZi D‡`¨v‡M cÖwk¶Y wb‡q m`mïv Zv‡ì `¶Zv I Dnv‡bi cwiwa e„w×

weweGm †cÖvMÖvg
Ki‡Zcv‡i| Aci w`‡K cwiPvjbvi mv‡_ m¤ú„³ n‡q Zv‡ì cwiKíbv I eë¯’vcbv `¶ZviI Dbœqb nq| d‡j
mZZvi mv‡_ mwVK wm×vš— MÖnY Ki‡Z cv‡i|
5. g~jab MVb
m`m¨‡ì ¶z`ª ¶z`ª g~jab GKwÎZ K‡i e„n`vqZ g~jab MwVZ nq| Aci w`‡K m`m¨‡ì wbqwgZ mÂq I gybvdvi
1
5 As‡ki eva¨Zvg~jK mÂ‡qi gva¨‡g mwgwZi g~jab µgvb¦‡q e„w×B †c‡Z _v‡K| d‡j bZzb bZzb D‡`¨vM †bqv
I ev¯Íevqb m¤¢e nq|
6. ga¨¯’ eëmvqx‡ì †`ŠivÍ n«vm
mwgwZ m`m¨‡ì Rb¨ †hŠ_fv‡e DcKiY msMÖn K‡i| Drcvw`Z msMÖn I gRyZ K‡i| Aci w`‡K mivmwi †fv³v ev
eënviKvix‡ì wbKU †cŠu‡Q †`q| d‡j me©‡¶‡Î ga¨¯’ eëmvqx‡ì †`ŠivÍ n«vm cvq| mgevq Qvov ga¨¯’‡ì †`ŠivÍ
n«vm KL‡bv wPšÍvB Kiv hvq bv|
7. evRvi wbwðZ
cY¨ `ªe¨ ïay Drcv`b Ki‡jB P‡j bv| Pvwn`v I cÖ‡qvR‡bi Av‡jv‡K h_vmg‡q wewfbœ ¯’v‡b †cŠ‡Q w`‡Z nq|
mwgwZ MV‡bi gva¨‡g K…lKiv Zv‡ì Drcvw`Z cY¨-`ªe¨ e„nr evRv‡i mn‡RB †cŠ‡Q w`‡Z cv‡i| KL‡bv †Kvb e¨w³
ev cÖwZôv‡bi mv‡_ Pyw°‡i wbqwgZ cY¨-`ªe¨ mieivn Ki‡Z cv‡i| d‡j cb¨ evRvi wbwð‡Zi mv‡_ mv‡_ ewa©Z
g~‡j¨ Zv wewµi my‡hvM m„wó nq|
8. FY myweav
mwgwZi m`mïv mwgwZi Znwej †_‡K mnR k‡Z© FY MÖnY Ki‡Z cv‡i| Aci w`‡K mwgwZI cÖ‡qvRb g‡b Ki‡j
FY`vbKvix cÖwZôvb †_‡K FY MÖnY K‡i wb‡R‡ì cÖ‡qvRbxq hš¿cvwZ ev DcKiY †hgb- Uªv±i, UªvK, msi¶Y
eë¯’v M‡o †Zvj‡Z cv‡i| d‡j Pvlvev`, cwienb I msi¶‡Y e¨vcK my‡hv‡Mi m„wó nq| hv ¶z`ª K…l‡Ki c‡¶
GKK fv‡e KL‡bvB m¤¢e bq|
9. K…wl G¨v‡÷U MVb
A‡bK K…wl cY¨-`ªe¨ i‡q‡Q hv GjvKvwfwËK fv‡jv Drcbœ nq| †hgb- µg, KvVvj, Kjv, mvM-mwâ, djg~j
BZ¨vw`| ZvB K…wl c‡Yï Dbœq‡bi Rb¨ †h cY¨ †h GjvKvq fv‡jv Drcbœ nq †m GjvKvi cÖwZ we‡kl `„wó w`‡q
GjvKv wfwËK K…wl G¨v‡÷U MVb Kiv †h‡Z cv‡i| mgevq evRviRvZKi‡Yi gva¨‡g G mKj G¨v‡÷K `¶fv‡e
cwiPvjbv Kiv †h‡Z cv‡i Ges AeKvVv‡gvi Dbœqb Kiv †h‡Z cv‡i| d‡j cvBKviMY mivmwi G¨v‡÷‡U G‡m cY¨
`ªe¨ µq Ki‡e| evRviRvZKi‡Yi mKj evav `~ixf‚Z n‡e Ges b¨vh¨ g~jÏ wbwðZ n‡e|
10. cY¨ jvBb m¤úªmviY
mgevq evRviRvZKiY mwgwZ Zv‡ì mvd‡jï mv‡_ mv‡_ B‡”Q Ki‡j cY¨ jvBb m¤úªmvi‡Yi gva¨‡g Zv‡ì
eëmv‡qi we¯—vi NUv‡Z cv‡i| †hgb wm wfUv `y‡»i cvkvcvvwk `y»RvZ cY¨ P‡Kv‡jU, wN, gvLb Drcv`b I e›Ub
K‡i Zv‡ì cY¨ jvBb‡K m¤úªmviY K‡i‡Q|
11. †eKvi mgm¨v `~i
K…wl evRviRvZKiY mwgwZ wb‡RivB mKj KvR K‡i Ges G mKj KvR †hgb KuvPvgvj msMÖn, cY¨ Drcv`b, †MÖwWs
msi¶Y BZ¨vw` Ki‡Z wM‡q A‡bK †jvK wb‡qvM Ki‡Z nq| d‡j mwgwZ A‡bK †jvK wb‡qvM Ki‡Z nq| d‡j
mwgwZ mvd‡jï mv‡_ mv‡_ Kg©ms¯’v‡bi my‡hvM m„wó I †eKvi mgm¨v `~i nq|
12. mvgvwRK gh©v`v I Rxeb hvÎvi gvb e„w×
Giƒc msMV‡bi gva¨‡g m`mïv mgev‡qi bxwZgvjv †g‡b P‡j| GKZve× nq Ges Avw_©K w`K w`‡q jvfevb nq|
d‡j Zv‡ì mvgvwRK gh©v`v I Rxeb hvÎvi gvb e„w× cvq|
Dc‡ii we¯—vwiZ Av‡jvPbv †_‡K Avgiv ej‡Z cvwi †h, mgev‡qi gva¨‡g m`m¨‡ì Ges mgvR Z_v †`‡ki
A_©‰bwZK Dbœqb wbwðZ Kiv hvq|
mgevq evRviRvZKiY myweav (Advantages of Co-operative Marketing)

mgevq evRviRvZ Ki‡Yi gva¨‡g K…wl c‡Yï Drcv`bKvixiv e¨vcKfv‡e myweav jvf K‡i DcK…Z n‡Z cv‡i| wb‡æ
mgevq evRviRvZKi‡Yi myweavmg~n Av‡jvPbv Kiv n‡jvt
1. cÖ‡qvRbxq cÖwk¶Y I †mev cÖ`vb
mgevq evRviRvZKi‡Yi gva¨‡g m`m¨‡ì DbœZ exR mieivn I eënvi, Pvlvev` c×wZ, dm‡ji cwiPh©v, c‡Yï
†MÖwWs I †mev cÖ`vb Kiv nh| d‡j K…lKMY e¨vcKfv‡e DcK…Z nq|
2. evRviRvZKiY e¨q I mgm¨v n«vm
mgev‡qi gva¨‡g mKj m`‡mï KuvPvgvj, exR, mvi GK‡Î msMÖn Kiv nq, m`m¨‡ì Drcvw`Z msMÖn I msi¶Y
Kiv nq| Pvwn`vi Av‡jv‡K wbR¯^ cwien‡bi gva¨‡g evRvi RvZKiY Kiv nq| d‡j mKj ¯—‡i e¨q I mgm¨v n«vm
cvq Ges b¨vh¨ g~‡j¨ cY¨ wewµ Kiv hvq|
3. e„n`vqZb Drcv`b myweav
mwgwZi m`m¨‡ì Rwg eo eo eøK ˆZwi K‡i Pvlvev` Kiv nq| G‡Z AvaywbK c×wZ‡Z Pvlvev` I †mP myewav
wbwðZ Kiv hvq| Aci w`‡K ¯^í g~‡j¨ DrK…ó exR I mvi †Kbv hvq Ges Drcvw`Z cY¨ †hŠ_fv‡e msi¶Y Kiv
hvq| e„n`vqZb eëmv‡qi Giƒc myweav mgevq evRviRvZKiY Qvov wPšÍvB Kiv hvq bv|
4. ga¨¯’ Kvievixi msL¨v n«vm
mwgwZfz³ m`mïv Zv‡ì mKj Kvh© †hgb KvPvgvj msMÖn Drcvw`Z cY¨ msMÖn, †MÖwWs, cwienb, ¸`vgRvZKiY
BZ¨vw`) wb‡RivB K‡i| d‡j ga¨¯’ Kvievixi msL¨v n«vm cvq|
5. m`m¨‡ì Avq I mÂq e„w×
mwgwZ K…wl c‡Yï evRviRvZKiY QvovI m`m¨‡ì e„wËg~jK cÖwk¶Y †`q Ges Zv‡ì wewfbœ Dbœqbg~jK Kg©Kv‡Û
DrmvwnZ I mshy³ K‡i| d‡j Zv‡ì Avq e„w× cvq| Av‡qi wbKU Ask Zviv mwgwZ‡Z mÂq K‡i| Gfv‡e Zv‡ì
Avq I mÂq e„w× cvq|
6. D”Pg~‡j¨ cY¨ wewµ
mgevq evRviRvZKiY mwgwZi m`mïv Zv‡ì cY¨ msMÖn, †MÖwWs I gRyZ K‡i Ges ga¨¯’‡ì mvnvh¨ QvovB
†fv³v‡ì wbKU weµq K‡i| d‡j ìKlvKvwli my‡hvM †c‡q cÖwZ‡hwMZv g~jK g~‡j¨ cY¨ wewµ Ki‡Z cv‡i| hv
b¨vh¨g~‡jï †P‡q KL‡bv †ewk nq| dj¯îƒc mwgwZi Kvh©µ‡gi Dci m`m¨‡ì AvMÖn e„w× cvq|
8. mwgwZ gybvdv e„w×
gybvdv AR©b D‡Ïk¨ bv n‡jI ¯^íg~‡j¨ `¶Zvi mv‡_ m`m¨‡ì Ges Ab¨vb¨ Drcv`bKvix‡ì †mev cÖ`v‡bi gva¨‡g
Bnv cÖPyi gybvdv AR©b Ki‡Z mg_© nq| d‡j Bnvi m`m¨ msL¨v, g~jab Ges Kvh©¶gZv e„w× †c‡Z _v‡K| mv‡_
mv‡_ Zvj wgwj‡q mwgwZi gybvdvI e„w× cvq|
8. mn‡hvwMZv I ˆbwZKZv e„w×
mgevq msMVb GKZv, mZZv, mvg¨, mn‡hvwMZv BZ¨vw` gvbweK ¸Yvejxi Dci cÖwZwôZ| GB bxwZ¸‡jv PP©v I
Abykxj‡bi gva¨‡g m`m¨‡ì g‡a¨ cvi¯úwiK mn‡hvwMZv, ˆbwZKZv I k„sLjv †eva e„w× cvq|
9. mgvR I Rxeb hvÎvi gvb Dbœqb
mgevq evRviRvZKiY †h ¯’v‡b MwVZ nq| †mB GjvKvi iv¯ÍvNvU Dbœqb K‡i, wk¶v cÖwZôvb I ¯^v¯’¨ †K›`ª cÖwZôv
K‡i Ges Riyix cÖ‡qvR‡b ÎvY I cybe©vmb Kv‡R mn‡hvwMZv K‡i| d‡j mgvR Dbœqb Ges m`m¨‡ì Rxeb hvÎvi
gvb Dbœqb nq|
†gvU K_v Dc‡ii we¯ÍvwiZ Av‡jvPbv †_‡K Avcwb wbðqB eyS‡Z cvi‡Qb †h, mgevq evRviRvZKi‡Yi gva¨‡g
wewfbœ Kvh©µg MÖnb I ev¯Íevq‡bi Øviv Kg©ms¯’v‡bi my‡hvM m„wó K‡i, Av_©-mvgvwRK Dbœq‡b mvnvh¨-mn‡hvwMZv
K‡i| dj¯îƒc gv_vwcQ Avq I RvZxq Avq e„w× cvq| mvgvwRK k„´Ljv I AMÖMwZ mvwaZ nq|

weweGm †cÖvMÖvg
cvV-ms‡¶c
mgevq evRviRvZKiY m`m¨‡ì Drcvw`Z cY¨ `ªe¨ b¨vh¨g~‡j¨ wewµ wbwðZ K‡i, ¯^í g~‡j¨ DcKiYvw` msMÖn
K‡i, cwienb, †MÖwWs, ¸`vg RvZKiY K‡i| evRvi Z_¨ mieivn m`m¨‡ì m‡PZb K‡i| Bnvi gva¨‡g m`¨‡ì
Kvievi Ávb, `¶Zv e„w× cvq, gybvdv I mÂq ew× cvq| m‡e©vcwi m`m¨‡ì mvgvwRK gh©v`v I Rxeb-hvÎvi gvb
DbœZ nq|
mgevq evRviRvZKiY Qvov m`m¨‡ì g‡a¨ HK¨ I m‡PZbv, g~jab MVb Ges e„n`vqZb Drcv`b myweav wbwðZ
Kiv hvq bv| Aci w`‡K ga¨¯’ Kvievix‡ìI D‡”Q` Kiv hvq bv|
ZvB m`m¨‡ì cÖ‡qvRbxq cÖwk¶Y I †mev †`qvi Rb¨, evRviRvZKiY e¨q n«vmmn mKj ¯Í‡i AcPqI cPbkxjZv
n«v‡mi gva¨‡g m‡e©v”P myweav AR©‡bi Rb¨ mgevq evRviRvZKi‡Yi †Kvb weKí †bB| Bnvi gva¨‡g m`m¨‡ì
Dbœqb mn †`‡ki Av_©-mvgvwRK Dbœqb Kiv m¤¢e|
cv‡VvËi g~j¨vqb
1. mgevq evRviRvZKiY K…lK‡ì cÖavbZ wK‡m mvnvh¨ K‡i?
K. g~jab MV‡b L. RxebhvÎvi gvb Dbœq‡b
M. c‡Yï b¨vh¨ g~j cÖvwß‡Z N. FY MÖnY
2. mgevq evRviRvZKi‡Yi gva¨‡g Kviv D‡”Q` nq?
K. ga¨¯’ eëmvqxiv L. ¶z`ª eëmvqxiv
M. ¶z`ª †fvMKvixiv N. cwienb gvwjKiv
3. mgevq evRviRvZKi‡Yi gva¨‡g m`m¨‡ì g‡a¨ wK‡mi m„wó nq?
K. cÖwZ‡hvwMZv L. mn‡hvwMZv
M. e¨vcK gybvdv AR©b N. HK¨ I m‡PZbZv
4. K…wl †¶‡Î e¨vcK cwieZ©‡bi Rb¨ GjvKvwfw³K Kx MVb Kiv ìKvi?
K. FY myweav L. mgevq msMVb
M. K…wl G¨v‡÷U MVb N. cY¨ e›Ub
msw¶ß cÖkœvejx
1| mgevq evRviRvZKiY ej‡Z wK eySvq?
2| mgevq evRviRvZKi‡Yi g~jab MVb I wbqš¿Y Av‡jvPbv Kiyb|
3| mgevq evRviRvZKi‡Yi cÖavb cÖavb myweav¸‡jv wK wK?
iPbvg~jK cÖkœvejx
1| mgevq evRviRvZKi‡Yi êwkó¨ mg~n Av‡jvPbv Kiyb|
2| mgevq evRviRvZKi‡Yi f‚wgKv eY©bv Kiyb|
3| mgevq evRviRvZKi‡Yi ¸iyZ¡ eY©bv Kiyb|
4| mgevq evRviRvZKi‡Yi myweavmg~n eY©bv Kiyb|
DËigvjv
cv‡VvËi g~j¨vqb-1 t 1. (M) 2. (K)
cv‡VvËi g~j¨vqb-2 t 1. (K) 2. (K) 3. (N) 4. (L)

Introduction To Marketing

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Introduction To Marketing

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evRviRvZKiY bxwZgvjv

†Kvm© †KvW BBS 2505

Kw¤úDUvi K‡¤úvR Ges †W¯‹Uc cÖ‡mwms

© I‡cb ¯‹zj, evsjv‡`k Db¥y³ wek¦we`¨vjq

evRviRvZKi‡Yi AvIZv I cÖK…wZ

evRvRvZKi‡Yi †gŠwjK aviYv mg~n (Core Marketing Concepts)

evRvi cY¨, †mev I AwfÁZv

wewbgq †jb‡`b f¨vjy Ges mš‘wó

wPÎ t evRviRvZKiY g~j aviYv mg~n

1| cÖ‡qvRb, Afve, Pvwn`v (Needs, Wants and Demands)

2| cY¨ I AwfÁZv †mev (Products, Services and Experiences)

3| f¨vjy Ges mš‘wó (Value and Satisfaction)

4| wewbgq, †jb‡`b Ges m¤úK© (Exchange, Transitions and Relationships)

evRviRvZKi‡Yi AvIZv (The Scope of Marketing)

evRviRvZKiY I Drcv`b (Marketing and Production)

5| cÖ‡qvRb wK‡mi mv‡_ m¤úwK©Z-

K) †eu‡P _vKvi mv‡_ L) Avivg Av‡q‡mi mv‡_

evRviRvZKi‡Yi ¸iyZ¡ I Kvh©vewj

evRviRvZKiY Kvh©vewj (Functions of Marketing)

3| weµ‡qi cieZx© Kvh©vewj (Function after sale)

evRviRvZKiY e¨e¯’vcbvi `k©bmg~n

evRviRvZKiY e¨e¯’vcbvi `k©bmg~n (Marketing Management Philosophies)

wPÎ t weµq gZev`

wPÎ t evRviRvZKiY gZev`

M) mgwš^Z evRviRvZKiY (Integrated marketing) t evRviRvZKiY †h †gŠwjK welq¸‡jv i‡q‡Q

mvgvwRK `vwqZ¡kxj m¤úK© wfwËK

‰bwZK cwi‡ek AvBbMZ KwgDwbwU MÖvnK

evsjv‡`‡k evRviRvZKiY gZev‡`i cÖ‡qvM

wb‡gœ wKQy ¸iyZ¡c~Y© Kvi‡Yi K_v D‡jøL Kiv hvq t

cv‡VvËi g~j¨vqb t2 1. L, 2. K. 3. L, 4.L, 5.M, 6. K

GB cvV †k‡l Avcwb-

cwi‡ek ej‡Z Kx eySvq? (What is meant by environment)

BDwbU `yB c„ôv-24

evRviRvZKiY cwi‡ek Aa¨qb †Kb ¸iæZ¡c~Y©

BDwbU `yB c„ôv-25

†fv‡Mi Dci evRviRvZKiY cwi‡e‡ki cÖfve

BDwbU `yB c„ôv-26

BDwbU `yB c„ôv-27

5| Kviev‡ii cÖfve (Business Influence)t

BDwbU `yB c„ôv-28

3| Kviev‡ii cÖfve wb‡gœi †Kvb&wU?

BDwbU `yB c„ôv-29

e¨wóK cwi‡ek (Micro Environment)

e¨wóK cwi‡ek (Micro Environment)

mieivnKvix ‡µZv mvaviY

BDwbU `yB c„ôv-30

wPÎ t †Kv¤úvwbi Af¨šÍixb cwi‡ek|

BDwbU `yB c„ôv-31

3| evRviRvZKiY ga¨¯’Kvievix (Marketing Intermediaries) t ‡h mKj e¨w³ ev cÖwZôvb

BDwbU `yB c„ôv-32

wPÎ t †µZv evRv‡ii ‡kªYxwefvM

5| cÖwZ‡hvMx (Competitions)t cÖvq cÖ‡Z¨KwU evRviRvZKiY cwZôvb‡KB cÖwZ‡hvwMZvi m¤§yLxb n‡Z

BDwbU `yB c„ôv-33

wPÎ t Rb‡Mvwôi aiY

BDwbU `yB c„ôv-34

BDwbU `yB c„ôv-35

BDwbU `yB c„ôv-36

mvgwóK cwi‡ek (Macro Environment)

GB cvV †k‡l Avcwb-

‡Kv¤úvwbi mgwóK cwi‡ek (Company's Macro Environment)

wPÎ t †Kv¤úvwbi mvgwóK cwi‡e‡ki cÖavb kw³mg~n

1| RbmsL¨vMZ cwi‡ek (Demographic Environment) t evRviRvZKvixi Rb¨ cÖ_g Ges cÖavb