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SURVEY TO ANALYSIS RURAL MARKET

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

• FMCG SECTOR DEFINES RURAL AS:


AN ANY PLACE WITH A POPULATION UP TO 20,000

• DURABLE & AGRI-INPUT COMPANIES CONSIDER RURAL AS:


• ANY TOWN WITH A POPULATION BELOW 50,000
SOME FACTS ABOUT RURAL SECTOR
• THERE ARE 42,000 RURAL SUPERMARKETS (HAATS) IN INDIA THAT EXCEED THE TOTAL
NUMBER OF RETAIL CHAIN STORES IN THE UNITED STATES (35,000)
• OF THE 20 LAKH BSNL MOBILE PHONE CONNECTIONS, 50 PERCENT ARE IN SMALL TOWNS
AND VILLAGES
• OF THE SIX LAKH ODD VILLAGES IN THE ENTIRE COUNTRY, 5.22 LAKH HAD A VILLAGE
PUBLIC TELEPHONE (VPT)
• THE 41 MILLION KISAN CREDIT CARDS (KCC) ISSUED IN RURAL INDIA EXCEED THE 40
MILLION CREDIT-PLUS-DEBIT CARDS ISSUED IN URBAN INDIA
• ELECTRICITY CONSUMPTION BY THE AGRICULTURAL SECTOR HAS SHOWN A SHARP
INCREASE FROM 17.6 PERCENT OF TOTAL CONSUMPTION TO 29.2 PERCENT
•THE LIFE INSURANCE CORPORATION (LIC) SOLD 55 PERCENT OF ITS POLICIES IN RURAL
INDIA
STUDY AREA OF RURAL MARKET
(NASKARPUR, HRIDAY)
 OUR STUDY AREA COMES UNDER BUDGE-BUDGE II BLOCK. BUDGE BUDGE II IS A COMMUNITY
DEVELOPMENT BLOCK THAT FORMS AN ADMINISTRATIVE DIVISION IN ALIPORE SADAR
SUBDIVISION OF SOUTH 24 PARGANAS DISTRICT IN THE INDIAN STATE OF WEST BENGAL.

 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:-

WE DID THIS RESEARCH BASED ON SOME FMCG PRODUCTS TO


UNDERSTAND THE PREFERENCE OF CHOOSING A PARTICULAR ONE.
1. TOOTHPASTE.
2. SOAP
THE CHARACTERISTICS OF THE MARKET IN TERMS OF LOW AND SPREAD
OUT POPULATION AND LIMITED PURCHASING POWER MAKE IT A DIFFICULT
MARKET TO CAPTURE. THE BOTTOM OF THE PYRAMID MARKETING
STRATEGIES AND THE 4 A'S MODEL OF AVAILABILITY, AFFORDABILITY,
ACCEPTABILITY AND AWARENESS PROVIDE US WITH A MEANS OF
DEVELOPING APPROPRIATE STRATEGIES TO TACKLE THE MARKETING
ISSUES FOR MARKETING FMCG PRODUCTS IN RURAL AREAS.
DATA ANALYSIS FOR PREFERENCE FOR TOOTHPASTE IN
NASKARPUR, BIBIR HAAT
 IN THE INITIAL YEARS, THE RURAL CONSUMERS PREFERRED TOOTH POWERS, DATOONS
ETC. BUT FROM THE LAST DECADE, THE PREFERENCE OF RURAL CONSUMERS TOWARDS
TOOTHPASTE HAS BEEN CHANGED. A HUGE NUMBER OF TOOTHPASTES OF DIFFERENT
COMPANIES ARE SELL IN RURAL MARKET.
TABLE-1:- CONSUMERS PREFERENCE TOWARDS DIFFERENT TOOTHPASTES

Demand AS PER ANALYSES OF ABOVE PIE


CHART, WE HAVE FOUND THAT
HINDUSTAN UNILIVER’S
PEPSODENT LEADS THE MARKET
WITH 35% RURAL MARKET SHARE.
30% OF RURAL CONSUMERS
PREFERS COLGATE AS THEIR
FAVORITE TOOTHPASTE BRAND.
Pepsodent Colgate Close-up Babul Others MAINLY BECAUSE OF LOW PRICE
AND PRODUCT AVAILABILITY.
DATA ANALYSIS FOR THE PREFERENCE FOR SOAP IN
NASKARPUR, BIBIR HAAT:-
DEMAND OF SOAP BRANDS:-

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

2.UTILITY ORIENTED PRODUCT

3.AVOID SOPHISTICATED PACKAGING

4.SMALL UNIT PACKAGING


PRICE

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.

• THEY ARE NOT INTERESTED TO PURCHASE ANY AUGMENTED OR DELIGHT PRODUCTS.

• THE PRODUCTS ARE MAINLY SOLD IN SACHETS OR PACKETS AND NOT IN HUGE
QUANTITIES.

• THE RURAL CONSUMERS GENERALLY DO NOT SPEND A LOT ON BUYING CLOTHES OR


ANY LUXURY PRODUCTS.

• 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.

• WE SAW MANY NURSERIES ONLY BECAUSE OF AVAILABILITY OF LARGE PIECES OF


LAND AND WATER SOURCE AND LOW POLLUTION LEVELS.

• 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.

• VALUE FOR MONEY

• DON’T TRUST OUTSIDERS EASILY

• 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

• DISPERSED POLLUTION AND TRADE


• POOR CONNECTIVITY
• LOW LITERACY
• SEASONAL DEMAND
• LESS PRODUCT AWARENESS
• FAKE PRODUCTS
WHAT ARE THE INITIATIVES TAKEN BY THE GOVERNMENT IN THE
RURAL INDIA?

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

EG:- NREGA, MGNREGA, ITC ECHOUPAL & CHOUPAL SAGAR


• IT PROVIDES MICRO FINANCIAL SUPPORTS TO THOSE WOMEN WHO WANTS TO DO THEIR OWN
BUSINESS
• KISAN CREDIT CARD TO FARMERS
• SCHEMES LIKE IRDP (INTEGRATED RURAL DEVELOPMENT PROGRAME) & REP (RURAL
ELECTRIFICATION PROGRAME)
PROBLEMS & CHALLENGES OF RURAL MARKET
 INDIAN RURAL MARKET HAS ALWAYS BEEN COMPLEX TO FORECAST AND
CONSIST OF SPECIAL UNIQUENESS.

 THE PECULIARITIES OF RURAL MARKETS AND RURAL CONSUMERS POSE


CHALLENGES TO MARKETERS IN REACHING THEM EFFECTIVELY.

 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.

 Infrastructure is Improving rapidly.

 Increase in communication resources.

 Increase in rural credit.

 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

 Identify Prospective Clients

 Gain Trust

 Developing Rural Market Strategies

 Approach the locals

 Connect with Channel Partners

 Identify Key Areas

 Develop Service Infrastructures

 Develop Community rural market Infrastructures

 Inventory Management
CONCLUSION:-

As we analyzed the various places based on consumer buying preferences, a


fact has came into light that cheap products are the most known and popular in
context of daily necessity products. Because of huge product line, cheaper cost,
good publicity and advertisement, the rural consumers generally prefers the
products of those which comes in small packs.

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