At the current rate of growth itll soon outstrip the urban market. The market is not sleeping any longer.
We are.
----- Adi Godrej
India-Population Distribution
13-04-2012
Neeraj Mehla(A-25)
Population Distribution
RURAL POUPLATION IN STATES
13-04-2012
Neeraj Mehla(A-25)
13-04-2012
Neeraj Mehla(A-25)
Consumption
13-04-2012
Neeraj Mehla(A-25)
Rural India
13-04-2012
Neeraj Mehla(A-25)
Consumer
Consumer is a broad label for any individuals or households that use goods and services generated within the economy.
C-level Executives
Housewife
13-04-2012
Neeraj Mehla(A-25)
Consumer Behavior
Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. Understand the buyer decision making process, both individually and in groups. Studies characteristics of individual consumers such as demographics and behavioural variables.
C-level Executives Typical Indian Farmer Housewife
13-04-2012
Neeraj Mehla(A-25)
Because
Age & Lifecycle stage- Child, Teenage, Young, Middle age, Old
Occupation- Fishermen, Farmers, Shopkeepers Economic Situation- Disposable incomes, Savings, Creditworthiness Life style- Affluent, Climbers, Aspirants, Destitute Personality & Self concept Psychological factors( Perception, Cognition, Motivation)
13-04-2012
Neeraj Mehla(A-25)
13-04-2012
Neeraj Mehla(A-25)
Collective decision by buyer, adult son & progressive village farmer Very less or No say of women in the process Higher satisfaction, lower dissonance(Risk taken is low) Low risk taking ability, Lack of technical knowhow, after sales service Rural Consumer Behavior Neeraj Mehla(A-25)
13-04-2012
There is a need for a paradigm shift in the thinking of the top management of the companies which have been reluctant to realize the potential of rural markets.
Rural markets remain untapped because of 3 Ds
Affordability
Acceptability Accessibility Awareness Rural Consumer Behavior Neeraj Mehla(A-25)
13-04-2012
Consumption Pattern
PRODUCT PROPER
MESSAGE MEDIA CHANNEL PRICE
Social & Cultural factors (Rural customer is highly rigid in terms of cultural values & beliefs) Television viewing is community viewing( Less electrification) Perceptions about the product changes from region to region e.g Washing machine Nature of occupation e.g-Daily wage system would force one to pay a smaller purchase price
13-04-2012
Neeraj Mehla(A-25)
13-04-2012
Neeraj Mehla(A-25)
Initiatives by Dabur
13-04-2012
Neeraj Mehla(A-25)
Shakti: Micro-businesses, massive impacts Shakti is THE initiative that combines social responsibility, sustainability, and business strategy. India has more than 6,30,000 villages, most of these are 'hard to reach' and offer relatively lower business potential. Hence, reaching them through the conventional distribution system is a challenge.
e-Choupal
States covered Villages covered No. of e-Choupals
Now
10 40,000 6,500
Farmers e-empowered
13-04-2012
4 million
Neeraj Mehla(A-25)
13-04-2012
Neeraj Mehla(A-25)
Thank you
13-04-2012
Neeraj Mehla(A-25)