RU RAL Vs URBAN SU MMARY

SlNo Aspect Urban Rural

Philosophy Marketing and Societal Marketing and Societal concepts,
1. concepts, Green Marketing development marketing and
and Relationship Marketing relationship marketing
2. Market
(a) Demand High Low
(b) Competition Among units in organised units Mostly from unorganised units
(c) Consumers Concentrated
Location High Widely spread
Literacy High Low
Income Planned, even Low
Expenditure High level Seasonal variation
Needs Faster Low Level
Innov adap Slow

3. Product
Awareness High Low
Concept Known Less Known
Positioning Easy Difficult
Features Important Less Important
4. Price
Sensitive Yes Very much
Level Desired Medium-High Low-Medium

5 Distribution
Channels Wholesalers Village shops
Stockists Shandies
Retailers Haats and jatras
Supermarkets
Specialty stores
Authorised show rooms
Transport Facilities Good Average
Product Availability High Limited

6 Promotion
Advertising Print, audio-visual, out- TV, Radio, Print Media
doors, exihibitions,etc to some extent
Personal selling Door-to-Door frequently Occasionally
Sales Promotion Contests, Gifts, Price Gifts, Price Discounts
discounts
Good Opportunities Less
Publicity
Rura l Con sumer Behavi or
Chal lenges
 Right Competence

 Fractional Approach

 Limited Knowledge
STI MUL I FOR
BEH AVI OR
 Internal
 External
Socio-cultural
Culture
Social Class
Group
Family
Role and Status
Sociability
Technological
Economical
Political
BUY ER
CHA RACTE RI STI CS
 Age and Life Cycle
 Occupation
 Economic Situation
 Life-Style
 Personality and Self Concept
 Psychological Factors
BUY ING DECI SIO N
PRO CESS
 Need Recognition

 Information Search

 Evaluation of Alternatives

 Purchase Decision

 Post Purchase Behavior

BUY ING BEH AVI OR
PAT TERN
 Degrees of Involvement
complex buying behavior
Dissonance reducing behavior
Habitual buying behavior

 Time Spent
Planning buying
Emergency buying
Impulse buying
BUYI NG E VA LUATI ON
PROC EDUR E
 Expectancy Model

 Lexicographic Model

 Conjunctive Model

 Disjunctive Model
MA RKET RES EARC H IN
RURAL
 Respondents
 Time
 Accessibility
 Secondary Data sources
 Primary Data sources
 Sampling
 Data Collection
NE W RESEA RCH TO OL S

 A Ladder

 Images of Faces

 Colours - Dark Green, Light Green, Yellow, Orange and Red

De gre es of
Se gme nta tio n
 Mass Marketing
 Segment Marketing
 Niche Marketing
 Micro Marketing
Local Marketing
Individual Marketing
Guides to E ffectiv e
Segmentatio n
 Measurable-clear and distinct
 Accessible - reachability
 Differentiable- distinguishing features
 Substantial – Attractive only if profitable
Ba se s of Se gmentatio n

 Geographic
Zones
States, Districts and villages
Density
Climate
Culture
 Demographic
Age, lifecycle, gender, Marital status, family size, income,
occupation, Education and religion
 Psychographic
Social class , Life style and Personality
 Behavioural
Occasions, benefits sought, user status, loyalty status, place