Professional Documents
Culture Documents
Presented By (Group-3):-
Bhanita Gohain
Chetan Kr Singh
Sanchari Ghosh
Divya Agarwal
Shradha Bhutra
Vishal Roy
(J)
Siddhanta Chatterjee
DEFINING RURAL INDIA
• THE CENSUS OF INDIA DEFINES RURAL AS:
ANY HABITATION WITH A POPULATION DENSITY OF LESS THAN 400 PER SQ.KM., WHERE AT
LEAST 75 PERCENT OF THE MALE WORKING POPULATION IS ENGAGED IN AGRICULTURE
AND WHERE THERE EXISTS NO MUNICIPALITY OR BOARD
BUDGE BUDGE II CD BLOCK HAS AN AREA OF 78 KM2. NODAKHALI POLICE STATION SERVES
THIS CD BLOCK. BUDGE BUDGE II PANCHAYAT SAMITY HAS 11 GRAM PANCHAYATS. THE BLOCK
HAS 64 INHABITED VILLAGES. HEADQUARTERS OF THIS BLOCK IS AT DONGARIA.
IN THE 2011 CENSUS HINDUS NUMBERED 129,778 AND FORMED 67.55% OF THE POPULATION
IN BUDGE BUDGE II CD BLOCK. MUSLIMS NUMBERED 61,934 AND FORMED 32.23% OF THE
POPULATION. OTHERS NUMBERED 422 AND FORMED 0.22% OF THE POPULATION.
MAIN SOURCE OF INCOME OF THESE AREA BASED ON AGRICULTURE. THERE ARE SOME
SMALL SHOPS WHICH SERVES DAILY NECESSITY OF THESE PEOPLE.
SOME PICTURES AND VIDEOS TO UNDERSTAND THEIR PRODUCTS
SOME PICTURES AND VIDEOS TO UNDERSTAND THEIR
PRODUCTS
RURAL DEMAND SIZE AND COMPOSITION OF NASKARPUR
AND BIBIR HAAT:-
AS PER GIVEN
Demand IN THE ABOVE TABLE, THE 90% OF
60% THE SOAP MARKET IS COVERD BY
THE PRODUCTS OF HINDUSTAN
50%
UNILIVER. 50% OF RURAL
CONSUMERS PREFERS HUL’S LUX,
40%
WHERE AS 30% GOES TOWARDS
30% HUL’S LIGHT BOY THIRD POSITION IS
ALSO ACQUIRED BY A HUL PRODUCT
20%
10%
0%
Lux LightBoy Rexona Others
Demand
SOME PICTURES AND VIDEOS TO UNDERSTAND THEIR PRODUCTS
Video 1
Video 2
MARKETING MIX
PRODUCT FOR RURAL MARKET MUST BE BUILT OR MODIFIED TO
SUIT THE LIFESTYLE AND NEEDS OF THE RURAL CONSUMERS .
PRODUCT STRATEGIES:-
1.NEW/MODIFIED PRODUCT
THE VILLAGERS DUE TO THEIR LIMITED RESOURCES ARE VERY PRICE SENSITIVE BY NATURE.
PRICING STRATEGIES • LARGE VOLUME –LOW MERGING • OVERALL EFFICIENCY AND PASSING ON
BENEFITS TO CONSUMERS. • LOW COST/ VALUE FOR MONEY PRODUCT • LOW VOLUME-LOW
PRICE.
PLACE
DISTRIBUTION UP TO FEEDER MARKETS/ MANDI TOWNS. • DIRECT CONTACT WITH RURAL RETAIL
PROMOTION
PROMOTION ASPECT ALWAYS CREATES A CHALLENGE IN RURAL MARKETS BECAUSE OF THE FACT
THAT VILLAGE HAVE THIN POPULATION DENSITY AND ARE WIDELY SPREAD OVER LARGE REMOTE
AREAS.
Rural Consumer behaviour in the Study Area
• THE PRODUCTS MUST HAVE A LOW PRICE AND EASILY AVAILABLE.
• THE PRODUCTS ARE MAINLY SOLD IN SACHETS OR PACKETS AND NOT IN HUGE
QUANTITIES.
• THEY USUALLY SPEND THEIR SAVINGS MOSTLY FOR BUYING FARMING EQUIPMENT,
CATTLE, RAW MATERIALS, ETC.
• THE PAN SHOP MAINLY SELLS SMALL GROCERY ITEMS TO FULFIL THE NEEDS OF THE
LOCAL PEOPLE ONLY BECAUSE OF LACK OF ACCESSIBILITY TO THE LARGE SHOPS.
RURAL CONSUMER BEHAVIOUR IN THE
STUDY AREA
• THE RURAL CONSUMERS LIVE THEIR LIVES ON THE PRINCIPLE OF HAND TO MOUTH.
• THE RURAL PEOPLE ARE RELUCTANT TO CHANGE. THEY ARE SATISFIED WITH WHAT
THEY HAVE. THIS IS A PROBLEM FOR THE MARKETER AS NEW PRODUCTS ARE
SELDOM ACCEPTED IN RURAL MARKETS.
• MORE BRAND LOYAL- THE LITERACY LEVEL IS LOW, THEY RECOGNIZE THE BRAND
THROUGH COLOUR, SYMBOL AND LOGO.
RURAL RETAILERS
1.HANDICRAFT FACTORY-VARIOUS HANDICRAFT PRODUCTS WERE MADE FROM
WASTE PRODUCTS AND ARE DISTRIBUTED TO DIFFERENT PARTS OF THE COUNTRY.
2.HAAT-HAATS ARE PERIODIC MARKETS THAT ARE ORGANIZED REGULARLY ACROSS
THE LENGTH AND BREADTH OF RURAL INDIA. A LARGE PORTION OF THE SHOPPING
IN VILLAGES IS DONE DURING A HAAT. EVERYTHING IS SOLD AT HAATS INCLUDING
VEGETABLES, FARMING ITEMS, CATTLE AND OTHER DOMESTIC ANIMALS.
3.GROCERY SHOPS-A GROCERY STORE IS A RETAIL STORE THAT PRIMARILY
SELLS DAILY NECESSITY ITEMS. A GROCER IS BULK SELLER OF THESE ITEMS.
GROCERY STORES OFTEN OFFER NON-PERISHABLE FOOD THAT IS PACKAGED IN
BOTTLES, BOXES, AND CANS; SOME ALSO HAVE BAKERIES, BUTCHERS, DELIS, AND
FRESH PRODUCE.
4.VEGETABLE MANDIS-THERE WERE VARIOUS VEGETABLE AND FRUIT DEALERS IN
OUR STUDY AREA.
5.SHOE STORE-THERE WAS ONE SMALL SHOE SHOP IN THE AREA WHICH SOLD
CHEAP SLIPPERS (CHAPPALS).
RURAL RETAIL SYSTEM
• A SIGNIFICANT PORTION OF THE SALE IS ON CREDIT, IT PUTS MOST VILLAGE SHOPS IN A SELF LIMITING SALES
CYCLE.
• RURAL RETAIL SHELVES ARE FLOODED WITH LOCAL AND REGIONAL BRANDS AS THESE PROMISE THE RETAILER
HIGHER MARGINS AND LONGER CREDIT PERIODS.
• MARKETERS HAVE TO ENSURE THE REACH OF THEIR PRODUCT TO RETAIL OUTLETS, AND THEY ALSO NEED TO
MOTIVATE RETAILERS TO STOCK THEIR PRODUCT OR BRAND.
• BRANDS THAT ARE ADVANTAGEOUS TO THE RETAILER’S BUSINESS ARE DISPLAYED PROMINENTLY.
• SLOW-MOVING PRODUCTS COVERED WITH DUST ACCUMULATED OVER A PERIOD OF TIME ARE A COMMON
SIGHT. THE VISIBILITY OF BRANDS IS VERY POOR DUE TO THE ABSENCE OF PROPER RACKS AND DISPLAY
BOXES AND STANDS.
• PRODUCTS ARE STOCKED IN A CLUTTERED AND DISORGANIZED WAY.
• THEREFORE MARKETERS NEED TO DEVISE STRATEGIES TO OCCUPY RURAL RETAIL SHELF SPACE BY
PROVIDING DISPLAY AND STORAGE SYSTEMS. (WALL MOUNTED DISPLAY STRIPS FOR FAIRNESS CREAMS AND
ICE BOXES FOR SOFT DRINKS.)
• MOST OF THE RURAL PEOPLE LIKE WORD OF MOUTH PROMOTIONS AND THAT’S WHY EVERY RETAILERS
PREFERS TO STOCK ONLY THOSE ITEMS WHICH ARE COMMONLY KNOWN TO ALL.
AVAILABILITY OF RURAL PRODUCTS IN NASKARPUR AS WELL AS
FAKE/SPURIOUS PRODUCTS
• LUK VS LUX
• PLUSS VS PULSE
• FRUIT SENTER VS CENTER FRUIT
• CILMIC PLUS VS CLINIC PLUS
• VASELINE VS VESELENE , VESOLINE
ISSUES OF RURAL RETAILERS IN
NASKARPUR
STEPS TAKEN BY THE GOVERNMENT IN WEST BENGAL FOR THE RURAL INDIA:-
GOVT. PROVIDES ECONOMIC CONTRIBUTION SUCH AS:-
1. EMPLOYMENT
2. FISCAL CONTRIBUTION
3. SOCIAL CONTRIBUTION
THERE ARE A LARGE NUMBER OF SMALL VILLAGES WHICH ARE NOT EASILY
ACCESSIBLE BECAUSE OF LACK OF ALL WEATHER ROADS.
OPPORTUNITIES OF RURAL MARKET
India’s rural population comprise 12% of the world’s population presenting a huge ,untapped
market.
Rural Literacy level Improved (After the 2011 census literacy rate India 2011 was found to be
74.04%.)
Rural Development programs ( MGNREGA, Pradhan Mantri Gram Sadak Yojana, Pradhan
Mantri Awaas Yojana (Gramin).
Percentage of BPL families declined (29.5 % of India's population was poor in planning
commission report 2011-12).
SUGGESTIONS FOR RURAL MARKET
Developing an appropriate distribution channel
Gain Trust
Inventory Management
CONCLUSION:-