Rural Consumer Behavior On Bread Consumption: Group Members

RURAL CONSUMER BEHAVIOR ON BREAD CONSUMPTION
Group Members :
1. 2.
Remya K Ruby Anie Philip
3.
4. 5. 6.
Chinchu Viswam
Anu Antony Krishnadas A.U Siljo Johnson
7.
Nikhil Sebastian A
INTRODUCTION
Rural consumption boom in recent years has been fired by an unprecedented surge in rural wages and rural focused government spending 70% of the countries population and 56% of its overall consumption is from rural India. India is the second largest producer of wheat , which produces 72 million tones of wheat Bread is a hygenically manufactured and packed snack food product available at comparitively cheap price
Major consumers(target group)-lower middle class and economically weaker segments

Bread industry is 4 million tones industry growing at a rate of 6% The bread industry consists of organized and unorganized sectors This industry is witnessing a very competitive environment Consumers choice and preference play a prominent role in determining sales pattern
RURAL MARKETING STRATEGY OF BREAD:
The marketing system in the bread industry is based on strong retail wholesale distribution network Efficient handling and logistics
Price sensitivity
Attractive packaging
Promotional strategies: Hordings Advertisements Print media
0BJECTIVE OF THE STUDY
To
identify rural consumer
behaviour on bread consumption
METHODOLOGY
DATA COLLECTION: The study was conducted by collecting primary and secondary data. The primary data was collected by administering structured schedules. secondary data was collected through journals and internet
PERIOD OF STUDY: The survey was carried out during the month of january 2013
AREA OF STUDY: The area of study was confined to Cherakkekodu and Pandiparambu region of Thrissur district SAMPLE SIZE: Sample size selected for the study was 30
ANALYSIS &
INTERPRETATION
SOCIO ECONOMIC DATA
100 90 80 70 60 50 40 30 20 10 0 Below 35 35- 45 45- 55 Above 55 Total percentage No of respondents No of respondents percentage
100 90 80 70 60 50 No of respondents 40 30 Percentages
20
10 0 Male 1 Female 2 Total No of respondents Percentages
No of respondents
1 Agriculture 2 Business 3 Employment 3 Total
140
120
100
80
percentages
60
No of respondents
40
20
0 Below 20,000 1 20,000- 50,000 2 Above 50,000 3 Total
Chart Title
140
120
100
80
2 Total , 100
60
1 Joint family, 60 40 2 Nuclear family, 40
20 2 Total , 30 1 Joint family, 18 2 Nuclear family, 12 0 Joint family 1 Nuclear family 2 Total
100 90 80 70 60
50
40 30 20 10 0 Once in a week Twice a week Percentages Once a day No of respondent At least twice a day Total No of respondent Percentages
No of respondents
1 Supermarket 2 Retail outlets 3 Petty shops 4 Others 4 Total
100 90 80 70 60 50 40 30 20 10 0 Elite 1 Percentages Modern 2 Nest 3 Amma 4 No of respondents others 5 total No of respondents Percentages
No of respondents
1 Breakfast 2 Lunch 3 dinner 4 All 4 total
120
100
80
60
No of respondents Percentages
40
20
0 Butter 1 Jam 2 Cheese 3 others 4 Total
100 90 80
70
60
50
40
30
20
10
0 Glucose 1 Amino acid 2 Proteins 3 Lipids 4 No opinion 5 total
100
90
80 70 60 50 40 30 20 10 0 Father 1 mother 2 Children 3 Others Percentages No of respondents No of respondents Percentages
total 4
80
70
60
50
40
30
20
10
Elite
Modern
100
90
80
70
60 No of respondent Percentages 40
50
30
20
10
Expensive
Moderate
cheap
70
60
50
40 No of respondents Percentages 30
20
10
0 Advertisement Print media Hording
90
80
70
60
50 Satisfied 40 Dissatisfied neutral 30
20
10
0 No of respondents quality % No of respondents price % No of respondents % No of respondents %
Promotional activity
Distribution channel
100
90
80
70
60
50
Satisfied Dissatisfied neutral
40
30
20
10
0 No of respondents brand % No of respondents diversification %
FINDINGS:
Developments ought to have benefited rural consumption, particularly in rural Kerala A combination of rising income and improvement in physical infrastructure has improved the living standard in the rural area High income states with fast growing rural areas, has witnessed a shift in consumption pattern from traditional food products towards high-value added food products.
SUGGESTIONS':
Product diversification should be maximized by the company Widen the distribution network Improvement in handling and logistics Focused promotional activities through rural medias

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RURAL CONSUMER BEHAVIOR ON BREAD CONSUMPTION

Remya K Ruby Anie Philip

Major consumers(target group)-lower middle class and economically weaker segments

RURAL MARKETING STRATEGY OF BREAD:

Promotional strategies: Hordings Advertisements Print media

0BJECTIVE OF THE STUDY

identify rural consumer

behaviour on bread consumption

SOCIO ECONOMIC DATA

100 90 80 70 60 50 No of respondents 40 30 Percentages

1 Agriculture 2 Business 3 Employment 3 Total

0 Below 20,000 1 20,000- 50,000 2 Above 50,000 3 Total

1 Joint family, 60 40 2 Nuclear family, 40

1 Supermarket 2 Retail outlets 3 Petty shops 4 Others 4 Total

1 Breakfast 2 Lunch 3 dinner 4 All 4 total

0 Butter 1 Jam 2 Cheese 3 others 4 Total

0 Advertisement Print media Hording

50 Satisfied 40 Dissatisfied neutral 30

0 No of respondents quality % No of respondents price % No of respondents % No of respondents %

Satisfied Dissatisfied neutral

0 No of respondents brand % No of respondents diversification %

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