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Consumer Buyer Behaviour refers to the buying behaviour of final consumers - individuals and households who buy goods and services for personal consumption. All of these final consumers combined make up the consumer market. The consumer market in this case is Rural India. About 70% of India's population lives in rural areas. There are more than 600,000 villages in the country as against about 300 cities and 4600 towns. Consumers in this huge segment have displayed vast differences in their purchase decisions and the product use. Villagers react differently to different products, colours, sizes, etc. in different parts of India. Thus utmost care in terms of understanding consumer psyche needs to be taken while marketing products to rural India. Thus, it is important to study the thought process that goes into making a purchase decision, so that marketers can reach this huge untapped segment.
6. Brand preference and loyalty (80% of sale is branded items in 16 product categories)
brands. And the customer unwittingly is using products that may sometimes cause bodily harm or even danger to life. The problem of counterfeits is not confined to India alone. It is estimated that counterfeits account for Rs200bn i.e. about 5-7% of total world trade. The consumer goods industry in India has therefore come together to launch on offensive against these unscrupulous players. A Brand Protection Committee has been formed under the aegis of the Federation of Indian Chambers of Commerce and Industry (FICCI). The Mission of the Committee is to stem the sale of counterfeits and fakes in India. Directors of leading consumer nondurable companies such as P&G, HLL, Marico, Smithkline Consumer, Britannia, Indian Shaving and research agencies such as A C Neilson and CERC are members of the Brand Protection Committee. The committee aims to work in close conjunction with industry, consumer associations, trade associations and regulatory authorities to eliminate counterfeit and pass-off sales in the country. The Committee proposes to focus on enforcement of applicable laws, measure and publicize negative economic impact of counterfeits and create consumer awareness, and take action against errant manufacturers, wholesalers, distributors and retailers with the help of regulatory authorities. This is a concerted effort on part of the FMCG industry to stem the loss that accrues to the companies, the Government and the consumers. The problem of fakes is more rampant in rural areas due to low literacy levels and consumers reliance on product identification through pneumonics. Companies are trying to educate customers to look for certain packaging identification marks before purchase.
A brief summary of a study conducted by ORG-MARG is given below. Aug 2000 Jul 2001 No. of BRANDS look alike Brands Dabur Vatika Clinic All Clear Surf Nw Exl Act Oxg Horlicks Colgate Dental Cream Colgate Tooth Powder Dabur Amla Panteen Pro-V New Ariel Power Compact Iodex 2 38 5 2 9 6 34 7 4 26 148 K.L 1099 K.L 1837 1276 2190 T 1009 9893 K.L 733 K.L 200 755 Volume No. of Dealers (Lacs) 1 1 11 20 28 14 4 9 9 Pun/Har, Assam Del, Assam, Bihar, M.P. Bihar, W.B., Guj, M.P., Maha Assam, Karnataka W.B., Bihar, M.P. Assam, Bihar, Maha Raj, U.P. Pun / Har U.P., Bihar, Guj, M.P. Assam U.P., Guj, M.P. Major States
withstand voltage fluctuations and Philips also came out with power free radios.
THE SEGMENTATION PROCESS - This process includes: - Identification of the segmentation variable, - Segmentation of the market, and, - Development of the profile. The different variables are: 1. GEOGRAPHIC: Segmentation on the basis of geography is done depending on various factors such as Region: North, South, East and West. Village Size: < 500 people 501 2000 people
2001 5000 people > 5000 people Proximity to the feeder town Density: The no. Of people per sq. km Climate: Moderate, rain fed or dry with scanty rainfall. Level of Irrigation: Whether good, moderate, scanty or none at all. 2. DEMOGRAPHIC: Segmentation based of demographics takes into consideration factors such as Age, Income, Occupation, Literacy (Level of Education) and Caste. 3. PSYCHOGRAPHICS/BEHAVIOURAL: Such segmentation is done using variables such as Lifestyle of the people, (whether rigid, traditional, changing or imitating urban), Occasion, (whether on a regular day or a special occasion), Benefits sought from the product (such as Quality, Price and Service), and Loyalty to brands, (whether Low, Medium or High.) Rural Consumers majorly look into the value that the product offers. They associate value with the Benefits that the product offers, its Availability, and its Cost. When talking of Benefits, they look at the features of the product as well as the Packaging and attractiveness, Availability, whether or not the products are available at Retail Shops and Haats, Cost, whether or not the product is reasonably priced. Rural Consumer Occupation, income, Culture, Perception, Attitude
Cost Price
Value
Rural Branding
It is the process of creating and disseminating the brand name so that it is instantly understood by the customer. It is different from branding in rural areas as there people dont understand English names of brands. They rather associate the product with the picture on the package. E.g. Laal sabun or red soap for lifebuoy. Creating an Identity under this process an identity is created in the minds of the customer. E.g. TATA Namak Desh Ka Namak here what TATA has done is they have given the salt a national image. They have associated it with the country and as a result rural consumers tend to connect with it and trust it more & they also remember it well. Enhance Recognition The brand should be recognizable to the consumer and create top of the mind (TOM) consumer recall. E.g. Fevicol majboot jod. Building a brand Image The brand should have a personality of its own. E.g. Mahindra & Mahindra has built its brand image in the tractor sector. Bhumiputra series of tractors, Sarpanch series have done very well in the rural areas. Brand name has connected well with villagers.
Marketing Tips
Target consumers on unmet needs vis--vis price, products, and features. Develop the market through a unique positioning. Product and packaging should be creatively used for delivering VALUE and influencing perception. Product features can be communicated effectively to create a favorable attitude. Distinct colours, designs, symbols help illiterate consumers to identify the brand. Leverage strengths e.g. distribution (e.g. Wheel) or costs (Nirma) to deliver the value offering. For high-priced durables, the market can be enlarged through hirepurchased schemes.
Sceptism of villagers the villagers do not trust a person from a big company. Some people do not even answer an official well. Thus when marketing, promoting or advertising a product, one should take care that it is done in the regional language. This makes the customer willing to listen or see. Informal (Dress, Greeting) Dressing at the first meet should be very informal in order for them to receive u well. Informal greeting helps generally researchers to get information out of rural consumers. Be a good listener and always explain the objective of the research at the outset. Dont write down too much as it again creates doubts in the minds of the consumer. Never refuse their hospitality. It feels like an insult to them when someone does so.
Locations for Conducting Research Retail shops, STD booths o Women one can have a direct one to one conversation with women at retail shops as they are generally there for shopping. o One stop shop generally such stores provide almost all requirements of a villager. o Retailer is usually well informed about the village Tea stall o Middle age people generally sit around such places and chat o At such places there are many conversations and one can indulge into one or create one. Play ground o Youth (morning/evening) one finds young people playing at the ground or exercising. o Watchers Chaupals o Evenings: middle aged and old people meet together at a certain spot in the village and discuss things about the village. This is a rather informal meeting of the villagers.
o One can easily find influencers and opinion leaders from amongst people who are talking.
Name: Krishan Kumar (2008 -2010) Title: STUDY OF RURAL CONSUMER BEHAVIOR TOWARDS RURAL RETAIL STORES
Executive Summary India, like Britain, is also a nation of shopkeepers. With over 12 mn retail outlets, India has one of the highest densities of retail outlets in the world with one retail outlet for 90 persons. Retailers inspired by the Wal-Mart story of growth in small town America are tempted to focus on smaller towns and villages in India. However, a careful analysis of the town strata-wise population, population growth, migration trends and consumer spend analysis reveals a very different picture for India. After a long spell of shortages, which shackled consumer buying for decades, retail is becoming India's new mantra. The Sanskrit word "mantra" is not just "hymn" or "slogan"; it embraces aspiration and encompasses new India's way of life. While the retailing industry itself has been present through history in our country, it is only the recent past that has witnessed so much dynamism. We have entered the 21st century at a time when the demography of our population is changing significantly to drive organized retail growth. India now has a large young working population with a median age of 24. The number of nuclear families in urban areas is growing fast. Then there is the increase in working women population. Add to
these the emerging opportunities in the service sector. Lifestyle habits are shifting from austerity to complete self-indulgence and Indians are now unapologetic about spending lavishly on non-essential goods such as luxury watches, cars, and hi-tech products. India can be said to have entered the second phase of retail growth when there is high-speed growth. There are retail chains like Tata's Westside, Pantaloon's Big Bazaar and Rahejas' Shoppers' Stop, to name a few, along with global players such as McDonald's and Benetton, trying to tap country's vast potential. Bringing all these under one roof are mega malls such as Lifestyle, Fun Republic and Big Bazaar. Now, top names in international malls such as Marks and Spencer and Mango are also eying the Indian market. It is only later that the retailing scene will move to the other phases when the fruits of rapid growth will result in economies of scale and greater efficiency leading finally to consolidation through mergers and acquisitions. Thus, retailing in India has a very long haul ahead. Quantum jump in rural retail outlets In India for a long time a large chunk of retail outlets were grocery shop. This pattern had been changing in recent years, in urban and rural markets. Of late, India's largely rural population has also caught the eye of retailers looking for new areas of growth. A slew of supermarket chains, including those of the Tata and ITC, are set to storm the rural areas of the country as corporate realize the huge potential of the untapped market ITC launched the country's first rural mall 'Chaupal Sagar', offering a diverse product range from FMCG to electronic appliances to automobiles, attempting to provide farmers a one-stop destination for all of their needs. Companies such as Godrej and DCM Shriram Consolidated are launching `one-stop shops' for farmers and their communities. Godrej Agrovet, for instance, is planning to set up 1,000 Aadhar stores across rural India by 2010. DCM Shriram plans to set up 35 rural/semi-urban utility marts over 2006-07. Positioned as a one-stop shop, the Hariyali Kisaan Bazaar Chain will cater to a variety of farmers' needs by providing access to retail banking, LPG outlets and even a motorcycle showroom. As clear from the story on Reliance Fresh and Metro, organized retail sector can bring a revolutionary change in rural India unless it goes for quick short-term gains. With Wal-Mart famous for its 'Always Low Prices' coming in India with Bharati as equal partner, Indian farmers and rural craftsmen can hope for a better direct deal. Retailing does not benefit just the consumer. It can give huge benefits to other industries, to government, and to the entire economy. The Indian retail scenario is poised for a quantum leap. Not only are newer names set to dot the retail landscape but also new and emerging retail formats will drive the diversity of the fast-changing retail backdrop. Organized Retail means 'Big Stores' a common myth
nothing can be further then the truth. In its very essence, organized retailing is about "aggregating value" and what shape, size and configuration your customer facing entity takes is largely a function of your offer and proposition. A growing population, a young workforce and zooming consumer confidence will fuel the expansion of the retail sector. As organized retail in rural India awaits the arrival of Reliance Retail, current majors like ITC, Godrej and DSCL are expanding their retail operations by setting up more stores, entering new states and offering newer product categories. A shift from selling agri-inputs will help these stores target the non-farming segments. It is a little known fact that, while 25% of the rural population is not engaged in agriculture, it earns 50% of the rural income. The retail market is the next growth frontier for corporate India. It offers an opportunity for a large player to build a Rs. 40,000 Cr retail business spanning multiple categories by 2015 (at current prices). However, to capitalize on the opportunity, a player needs to be aggressive in its outlook and build scale quickly. India's rural retail market is expected to grow by 29 percent to 1.8 trillion rupees by 2012 helped by rising incomes and changing consumption patterns, is found in a survey conducted by industry. But poor infrastructure, supply chain inefficiency, and product pricing must be addressed if its full potential is to be realized, the report released by the Confederation of Indian Industry and Yes Bank on Thursday said. Rural retail includes fast moving consumer goods, durables, agricultural inputs and autos like tractors. In India rural per capita income would double to 14,000 rupees by 2012 as more families switch to commercial from subsistence farming, a big enough jump to spur demand for a wider range of products. Village households are expected to rise to 153 million in 2009-10 from 135 million in 2001-02, probably making rural India the largest potential market in the world. However, there is no organized marketing and distribution in 87 percent of India's villages, home to 50 percent of the rural population. Corporate are increasingly eyeing rural areas as drivers of future growth.
Objectives: 1. 2. 3. 4. 1. 2. 3. 4. To determine the importance of Indian rural market To know the features of rural retail stores To analyze the perception of the rural people in the context of retail stores To know about different between the rural and urban retailing To determine the importance of Indian rural market To know the features of rural retail stores To analyze the perception of the rural people in the context of retail stores To know about different between the rural and urban retailing
The retailer approach should be more professional like in urban The retailers should try for up selling and cross selling rather to focus on the bulk selling The promotion strategy should be local and easy to grab able for the target audience The quarries and questions should be addressed by retailer The awareness about product quality should be spread between customer so they can shift to these stores rather to traditional stores Stores should enhance their portfolio so that more and more customers can find their needs.
Limitations:
Researcher has observed that data was not sufficient and not up to the mark as per the expectations. Due to the diversity of the locations and lack of awareness researcher was not able to collect qualitative data. The stores were not helpful to the researcher. Customer data base are not provided by the retail stores because it is confidential for the stores and the companies. Stores have provided recorded data on the sales figures The bias opinions of customers and employees
Conclusion: In India for a long time a large chunk of retail outlets were grocery shop. This pattern had been changing in recent years, in urban and rural markets. Of late, India's largely rural population has also caught the eye of retailers looking for new areas of growth. A slew of supermarket chains, including those of the Tata and ITC, are set to storm the rural areas of the country as corporate realize the huge potential of the untapped market ITC launched the country's first rural mall 'Chaupal Sagar', offering a diverse product range from FMCG to electronic appliances to automobiles, attempting to provide farmers a one-stop destination for all of their needs. Companies such as Godrej and DCM Shriram Consolidated are launching `one-stop shops' for farmers and their communities. Godrej Agrovet, for instance, is planning to set up 1,000 Aadhar stores across rural India by 2010. DCM Shriram plans to set up 35 rural/semi-urban utility marts over 2006-07. Positioned as a one-stop shop, the Hariyali Kisaan Bazaar Chain will cater to a variety of farmers' needs by providing access to retail banking, LPG outlets and even a motorcycle showroom.
Marketers are trying to grab this untapped market but still the reach of those players is mere they should more focused and rural oriented. There are some points which they should undertaken
The retailer approach should be more professional like in urban The retailers should try for up selling and cross selling rather to focus on the bulk selling The promotion strategy should be local and easy to grab able for the target audience The quarries and questions should be addressed by retailer The awareness about product quality should be spread between customer so they can shift to these stores rather to traditional stores Stores should enhance their portfolio so that more and more customers can find their needs.