A STUDY ON RURAL MARKETING OPPORTUNITIES AND

CHALLENGES OF THALAYAZHAM GRAMA PANCHAYATH

Project work Submitted to the Mahatma Gandhi University in Partial Fulfillment
of the requirement for the award of the degree of

MASTER OF COMMERCE

Submitted by

HARIKRISHNAN P T

(Reg. No. 130011022704)

Under the supervision and guidance of

Ms. Amala Joseph

Assistant Professor

Postgraduate Department of Commerce

St. Xavier’s College, Vaikom

August 2015

ST. XAVIER’S COLLEGE, VAIKOM

KOTTAYAM (Dist) KERALA

PIN-686607
DR. RAJUMON. T. MAVUNKAL Office: 04829 275303

PRINCIPAL Principal: 9447697029

CERTIFICATE

This is to certify that Mr. Harikrishnan P T is a bonafide student of the

Fourth Semester M.Com class in this college during the academic year
2013-2015. The following project work has been prepared by her in partial
fulfillment of the requirements for the award of the M.Com Degree of
Mahatma Gandhi University.

PRINCIPAL
 POSTGRADUATE DEPARTMENT OF COMMERCE

ST. XAVIER’S COLLEGE VAIKOM

CERTIFICATE

Certified that this project entitled “A Study On Rural Marketing

Opportunities And Challenges Of Thalayazham Grama Panchayath” is a
record of work done independently by Mr. Harikrishnan P T, a fourth
semester M.Com student in the Department of Commerce during the
academic year 2013-2015 under my guidance and supervision.

Ms. Amala Joseph

Lecturer

Vaikom: (Supervising teacher)

Date :

Countersigned,

Dr. Gimson.D.Parambil (H.O.D)

Postgraduate Department of Commerce

St. Xavier’s College, Vaikom

 DECLARATION

I Harikrishnan P T hereby declare that this project entitled “A Study

on Rural Marketing Opportunities and Challenges of Thalayazham Grama
Panchayath” has been prepared by me under the supervision of Ms. Amala
Joseph (Assistant Professor), Postgraduate Department of Commerce, St.
Xavier’s College, Vaikom.

I also hereby declare that this is a bonafide record of project work

done by me during the course of my study and that the project has not
previously formed the basis fully or partly for the award of any Degree,
Diploma, Associateship, Fellowship or other similar title or recognition.

Vaikom HARIKRISHNAN P T

Date :
 ACKOWLEDGEMENT

The project titled, “A Study on Rural Marketing Opportunities and Challenges

of Thalayazham Grama Panchayath” is a study that analyses the opportunities and
challenges of rural marketing in Thalayazham Grama Panchayath. It would not have
been possible to complete this project without the help and support of many people
around me.

I would like to express our deepest appreciation and gratitude to Ms. Amala
Joseph (Lecturer), who has been a strong source of support and encouragement in all
phases of this project; continually and convincingly conveyed a spirit of adventure
throughout the preparation. Without her guidance and persistent help this project would
not have been possible.

I am truly indebted and thankful to, Dr. Gimson.D.Parambil, Head of the

Postgraduate Department of Commerce, St. Xavier’s College Vaikom for the advice and
encouragement given to us throughout the course of study.

I am thankful to, Dr. Rajumon. T. Mavunkal, Principal, St.Xavier’s College,

Vaikom for encouraging our academic activities.

I owe earnest and sincere thanks to all the teachers of the Postgraduate
Department of Commerce, St. Xavier’s College, who have helped and inspired me during
the course of project preparation and entire course of study.

I am obliged to all of my class mates who supported me in the completion of the

project.

I would also like to thank ‘………..’ for their keen interest shown in printing
works inspire of the hectic business schedules.

I am indeed grateful to my lovable parents and my siblings who have given

unequivocal support throughout, for which mere expression of thanks won’t suffice.

Above all, I thank God almighty for giving us the strength and willpower for
making this project a reality.

HARIKRISHNAN P T
 LIST OF CONTENTS

CHAPTER TITLE PAGE NO.

List of Table

List of Figures

I Introduction

II Theoretical Framework

III Data Analysis And Interpretation

Summary Of Findings , Suggestions And

IV
Conclusion

Bibliography

Appendix
 LIST OF TABLES

Table Page
Title
No. No.
2.1 Table showing likerts values
3.1 Age wise classification of respondents

3.2 Gender Wise Classification of Respondents

3.3 Educational Qualification of Respondents
3.4 Table showing family size of the respondents
3.5 Income Wise Classification of Respondents
Table showing rural marketing activities conducted by
3.6
the respondents.
3.7 Usage of Products for Domestic Purpose
3.8 Market Classification of Respondents
3.9 Reasons for entering rural market
Table showing opinion on marketing value added
3.10
products
Likert’s Table Showing Respondent’s level of
3.11
agreement for the following statements

3.12 Table showing generating more income

3.13 Socio – Economic Status of the Respondents

3.13(a) Table showing brand preference of the consumers

 3.14 Factors influencing to buy a brand
Reasons for Purchase from Respondents Preferred
3.15
Store
Respondents review about branded unbranded
3.16
products.
Table showing relationship between gender of the
3.17
respondents and their rural marketing activities.

3.17(a) Result of the test

Table showing relationship between monthly income

3.18
of the respondents and their market.
3.18(a) Result of the test
 LIST OF FIGURES

Figure Page
Title
No. No.
3.1 Figure Showing Age Wise Classification Of Respondents
3.2 Gender wise classification of respondents
3.3 Figure showing Educational qualification
3.4 Figure showing family size of the respondents
3.5 Income Wise Classification of Respondent
Figure showing rural marketing activities conducted by the
3.6
respondents.
3.7 Usage of Products for Domestic Purpose
3.8 Market Classification of Respondents
3.9 Figure showing opinion on marketing value added products
3.10 Table showing generating more income
3.11 Socio – Economic Status of the Respondents
3.12 Reasons for Purchase from Respondents Preferred Store
3.13 Respondents review about branded unbranded products.
Chapter I
INTRODUCTION
Introduction
RURAL MARKETING
Rural marketing, in simple words, is planning and implementation of
marketing function for the rural areas. It is a two-way marketing process which
encompasses the discharge of business activities that direct the flow of goods from
urban to rural areas (for manufactured goods) and vice-versa(for agriculture
produce),as also within the rural areas (Gopalaswamy).

Rural marketing has also been defined as the process of developing, pricing ,
promoting , distributing rural-specific goods and services leading to exchange
between urban and rural markets, which satisfies consumer demand and also
achieves organizational objectives ( Iyer ).

As per the National Commission on Agriculture , “Rural marketing is a

process which starts with a decision to produce a saleable farm commodity and
involves all aspects of market structure or system, functional and institutional
,based technical and economic consideration ,and includes pre-and post-harvest
operations , assembling , grading , storage , transportations and distribution.”

But, rural marketing amounts to dealing with various input, projects and
services meant for the rural market. In this sense, it is different from agricultural
marketing which means marketing of rural products/ output to the urban consumer
or institutional market.

Rural marketing is a distinct specialized field of the marketing discipline

which encompasses a customized application of the marketing tools and strategies
to understand the psyche of the rural consumer in terms of needs, tailoring the
products to meet such needs and effectively delivering them to enable a profitable
exchange of goods and services to and the rural market.
Statement of the Problem

The study is conducted in order to understand the opportunities and

challenges of rural marketing in Thalayazham Grama Panchayath. The samples
from different rural marketing sectors are taken for the analysis in this regard. The
problem is stated as “A Study on Rural Marketing; Opportunities and
Challenges of Thalayazham Grama Panchayath”

Objectives of the Study

The main objectives of the study are the following.

1. To identify socio-economic factors influencing rural marketing in

Thalayazham Grama Panchayath.
2. To identify the challenges and opportunities of rural marketing in
Thalayazham Grama Panchayath.
3. To know the buyer behaviour regarding consumer durables.

Hypothesis

A statistical hypothesis is a statement about a population parameter. There are

two types of statistical hypothesis.

I. Null Hypothesis (H0)

Null Hypothesis is a hypothesis of status quo or no difference from the present

state and is tested to verify its validity.
 II. Alternative Hypothesis (H1)

A hypothesis which is accepted when null hypothesis (H0) is rejected is called

alternative hypothesis.

1. H0: There is no significant relationship between gender of the respondents

and their rural marketing activities.
H1: There is significant relationship between gender of the respondents and
their rural marketing activities.
2. H0: There is no significant relationship between monthly income of the
respondents and their place of marketing.
H1: There is significant relationship between monthly income of the
respondents and their place of marketing.

Scope of the Study

The study is limited to Thalayazham Grama Panchayath. It is conducted

with the objective of find out the challenges and opportunities of rural marketing in
Thalayazham Grama Panchayath. The study in its practical and theoretical sense
throws light into the knowledge and helps to gain more familiarity about rural
marketing activities.

Significance of the Study

Thalayazham Grama Panchayath is situated in Vaikom Taluk o Kottayam

District. It is populated with the rural public engaged in various activities like
agriculture, fishing, coir making, dairy farming etc. which provides it the
competitive advantage when compared to its neighbor villages. The purpose of the
study is to examine the rural marketing activities in Thalayazham Grama
Panchayath.
Methodology of the Study

I. Source of Data
The study is based on both primary and secondary data.

Primary Data

The primary data was collected from a sample size of fifty respondents, from
Thalayazham Grama Panchayath through questionnaire.

Secondary Data

The secondary data was collected from journals, books and internet, etc.

Sampling

The study covered rural public in Thalayazham Grama Panchayath. Random

Sampling technique was used in this study. Sample size is confined to 50
respondents.

Tools Used For Analysis

For analysis of the data, various statistical tools are used. For its
presentation, tables, multiple bar diagrams have been used. For hypotheses testing
and statistical analysis, the tools that have been applied are:-

1. Percentage analysis,
2. Composite indices,
3. Likert’s scaling technique,
4. Chi-square test.
About the tools in brief:-

1. Percentage Analysis

Percentage is often used in data presentation as they simplify numbers,

brining all data to 0 – 100 range through the use of percentage the data is reduced
to standard with base equal to 100, which helps in relative comparisons. This
technique is used for simplifying and studying the opinion of the respondents with
regards to the level of satisfaction.

2. Composite Indices

Composite indices are calculated by assigning values according to the ranks

of differences in the respondents. Ones the values are assigned, they multiplied
with the frequency (number of respondents who opted for each rank) and their
aggregate is taken. This process is repeated for each option and ones the total of all
composite indices are obtained they are studied and the one with the highest
composite index is considered to the most important and the ones with lowest
composite index is considered to the least important and one. This technique is
used to judge the factor, which is considered as the most crucial one in opting for
the preference.

3. Likert’s Scaling Technique

Likert’s scaling technique is also known as the summated scales in this

technique respondent are asked to respond to statements in terms of served degrees
like agree, neutral & disagree, and these degrees are allocated points say from ‘1’
to ‘3’ ‘3’ for agree and ‘1’ for disagree.
 Table 2.1

Range Opinion
0-5 Disagree
5 – 10 Neutral
10 - 15 Agree

4. Chi- Square Test (2 Test)

The statistical test in which the test statistics follows the Chi- square
distribution is called Chi- square test (2 test). Therefore Chi- square test is a
statistical test, which tests the significance of difference between observed and the
corresponding theoretical frequencies of a distribution, without any assumption
about the distribution of population.

2 = (O-E) 2/E

Where, ‘O’ stands for Observed frequencies and ‘E’ stands for Expected
frequencies.

Limitations of the Study

The following limitations are subject to the study.

• Analysis is based on the information collected by the sampling method.

• The study is based on the influence of personal judgment.

Organization of the Study

The present study is organized in four chapters.

• Chapter 1: Introduction
• Chapter 2: Rural Marketing an overview
• Chapter 3: Data Analysis & Interpretation
• Chapter 4: Summary of Findings, Recommendations & Conclusion
 CHAPTER III

DATA ANALYSIS AND

INTERPRETATION
 Table3. 1

Age Wise Classification of Respondents

Percentage Of
Age Group No. Of Respondents
Respondents

Below 20 1 2

20 – 30 11 22

30 – 40 10 20

40 – 50 16 32

50 – 60 6 12

Above 60 6 12

Total 50 100

Source: Primary Data.

Interpretation

The above table shows that 32% of the respondents are belong to the age
group of 40 – 50. 22% of the respondents are in between 20 – 30. 20% of the
respondents belong to 30 – 40. 12% of the respondents are from the age group of
50 – 60. 12% are senior citizens. The percentage of youth respondents is just 2%.
 Figure 3.1
Figure Showing Age Wise Classfication Of
Respondents

18

16

14

12

10 Number of
8 Respondents
6

0
Below 20 20 - 30 30 - 40 40 - 50 50 - 60 Above 60
 Table 3.2

Gender Wise Classification of Respondents

Percentage of
Gender No. of respondents
respondents
Male 31 62
Female 19 38
Total 50 100
Source; Primary Data

Interpretation

Table 3.2 shows that 62% of the respondents are male and the rest of them
female respondents.

Figure 3.2
Gender wise classification of responents.
35

30

25

20
Gender
15

10

0
Male Female
 Table 3.3

Educational Qualification of Respondents

Educational Percentage of
No. of respondents
Qualification respondents
Below VIII 9 18
VIII – X 18 36
XII/ Pre degree 10 20
Degree 8 16
P.G or above 5 10
Total 50 100
Source; Primary Data

Interpretation

The above table shows that the 36% of respondents have an educational
qualification of 8 – 10. 20% of the respondents have +2/pre degree qualification.
18% of the respondents belong to below 8th standard. The percentage of degree
holders in the study is 16% and 10% of the respondents have a P.G or above
qualification.
 Figure 3.3

Figure showing Educational qualification

20
18
16
14
12
10
8
6
4 Number of
respondents
2
0
Below VIII - X XII/ Pre Degree
VIII degree
 Table 3.4

Table showing family size of the respondents

Percentage of
No. of family members No. of respondents
respondents

Up to 2 0 0

3–5 44 88

6 – 10 6 12

Above 10 0 0

Total 50 100

Source; Primary Data

Interpretation

The given table shows that the average family size of the respondents is in
between 3 – 5. A few numbers of family sizes of respondents have a family size in
between 6 – 10.
 Figure 3.4
Figure showing family size of the respondents

50
45
40
35
30
No. of respondents
25
20
15
10
5
0
Up to 2 3 to 5 6 to 10 above 10
 Table 3.5

Income Wise Classification of Respondents

Percentage of
Monthly income No. of respondents
respondents

Up to 5000 1 2

5000 – 10000 26 52

10000 – 20000 11 22

20000 – 50000 11 22

Above 50000 1 2

Total 50 100

Source; Primary Data

Interpretation

The table 3.5 shows that 52% of the respondents belong to an income group
of 5000 – 10000. 22% of respondents gain income of ranges 10000 – 20000 and
20000 – 50000 respectively.
 Figure 3.5
Income Wise Classification of Respondents

30

25

20

15
No. of respondents
10

0
Up to 5000 to 10000 20000 Above
5000 10000 to to 50000
20000 50000
 Table 3.6
Table showing rural marketing activities conducted by the
respondents.

Rural marketing Percentage of

No. of respondents
activities respondents
Agriculture( paddy only) 7 14
Horticulture 5 10
Ornamental fishing 5 10
Poultry farming 5 10
Services like taxi/ auto 6 12
Handicrafts 6 12
Dairy farming 6 12
Coir making 5 10
Fish farming 5 10
Total 50 100
Source; Primary Data

Interpretation

The above table shows that 14% of the respondents are belong to
agricultural sector, 10% of the respondents are engaged in horticulture, and 10% of
the respondents are engaged in ornamental fishing. Poultry farming, coir making
and fish farming are next important fields, each field carries 10% each
respondents. Handicrafts making, services like taxi auto and dairy farming contains
each 12% of respondents.
 Figure3.6
Figure showing rural marketing activities conducted by
the respondents.

Number of respondents
 Table 3.7
Usage of Products for Domestic Purpose

Usage of products for Percentage of

No. of respondents
domestic purpose respondents
Yes 40 80
No 10 20
Total 50 100
Source; Primary Data

Interpretation

The study reveals that 80% of the respondents use their products for
domestic purposes and the rest 20% don’t consume their products for domestic
purpose.

Figure 3.7
Usage of Products for Domestic Purpose

Yes
No
 Table 3.8
Market Classification of Respondents

Percentage of
Type of market No. of respondents
respondents
Local market 20 40
Home to home 7 14
Urban market 9 18
Co-operative societies 14 28
Online market 0 0
Total 50 100
Source; Primary Data

Interpretation

The table 3.8 shows that 40% of the respondents depend upon local markets
for selling their products. 28% of respondents depends co-operative societies. 18%
of the respondents depends urban markets to sell the products and the rest 14%
belong to home to home deliveries. No respondents opt online markets for their
products.
 Figure 3.8
Market Classification of Respondents

25
20
15
10
5
0
Local market Home to Home Urban market Co-operative Online market
societies

Number of respondents
 Table 3.9

Reasons for entering rural market

Rank
I II III IV V VI VII COMPOSITE
RANK
(*7) (*6) (*5) (*4) (*3) (*2) (*1) INDEX
Reason
5 4 1 5 6 4 4
Hereditary 114 VII
(35) (24) (5) (20) (18) (8) (4)
11 6 3 2 5 2 5
Time Pass 160 V
(77) (36) (15) (8) (15) (4) (5)
No other 11 9 4 5 4 1 2
187 IV
occupation (77) (54) (20) (20) (12) (2) (2)
Financial 12 9 5 12 3 2 1
225 I
stability (84) (54) (25) (48) (9) (4) (1)
Passionate to
7 13 7 6 4 6 1
current 211 II
(49) (78) (35) (24) (12) (12) (1)
occupation
Support from 2 4 23 8 8 0 1
210 III
family (14) (24) (115) (32) (24) (0) (1)
0 5 7 9 3 10 0
Govt. Support 130 VI
(0) (30) (35) (36) (9) (20) (0)

Source; Primary Data

Note: Figures in parenthesis indicate product of frequencies and rank points.

Interpretation

The above table highlights the reasons which influenced the respondents to
enter the rural market. Respondents opine that financial stability is the primary
reason. The second reason which influences the respondents is the support from the
family.

The third reason for entering into the rural market is their passion. The
fourth reason that the respondents prefer rural marketing activity is that they have
no other occupation. Rest of the reasons are found to be time pass, government
support and hereditary respectively.
 Table 3.10

Table showing opinion on marketing value added products

Percentage of
Opinion No. of respondents
respondents

Yes 18 36

No 32 64

Total 50 100

Source; Primary Data

Interpretation

The given table shows that most of the respondents are not interested to
market value added products. The rest 36% of respondents are interested to market
value added products.

Figure 3.9
Figure showing opinion on marketing value added
products

Yes
No
 Table 3.11

Likert’s Table Showing Respondent’s level of agreement for the

following statements

Agree Neutral Disagree Number of

Reasons Total
(3) (2) (1) respondents
1. Agricultural
products should
5 2
be marketed 0 7 19
(15) (4)
through Self
Help Groups.
2. Horticulture
innovations
( measures taken 2 3
0 5 12
for increase the (6) (6)
local cultivation
of flowers)
3. Ornamental
3 2
fishing (conduct 0 5 13
(9) (4)
exhibitions)
4. Poultry farming
5
(Provide safe 0 0 5 15
(15)
waste disposal
 techniques or
machines to
farmers.)
5. Taxi/ auto
services (services
should be linked
4 2
with various 0 6 16
(12) (4)
industries
prevailing the
Taluk.)
6. Handicrafts
(handicrafts
should be 5 1
0 6 17
marketed at (15) (2)
tourism
destinations.)
7. Dairy farming
(Dairy products
like ghee, curd
2 3 1
etc should be 6 13
(6) (6) (1)
marketed
through local
stalls.)
8. Coir making (coir
3 1 1
exports should 5 12
(9) (2) (1)
be increased.)
9. Fish farming (fish
products like
rolls, cutlets etc
4 1
should be 0 5 14
(12) (2)
marketed
through local
stalls)
Total 50
Source: Primary Data

Interpretations

The above table shows that for every statement provided, all the
respondents agreed to the statements. This clearly indicates the opportunities of
Thalayazham Grama Panchayath are wide and the public engaged in rural
marketing activities are interested in innovations made in their respective activities.

Table 3.12
Table showing generating more income
Percentage of
Opinion of respondents No. of respondents
respondents
Yes 32 64
No 18 36
Total 50 100
Source; Primary Data

Interpretation
 The given table shows that most of the respondents believe that they can
generate more income if they sell their products else were. These groups contain
64% of the respondents. 36% of the respondents believe that now they get
maximum income from their products.

Figure 3.10
Table showing generating more income

Yes
No

Table 3.13
Socio – Economic Status of the Respondents

Socio – Economic Percentage of

Status No. of respondents
factors respondents
Yes 50 100
Bank account
No 0 0
 Total 50 100
Yes 50 100
Electricity
No 0 0
Total 50 100
Yes 50 100
Gas connection
No 0 0
Total 50 100
Yes 47 94
Owned house
No 3 6
Total 50 100
Yes 26 52
Two wheeler
No 24 48
Total 50 100
Yes 7 14
Car
No 43 86
Total 50 100
Yes 46 92
Water
No 4 8
Total 50 100
Yes 50 100
Sanitation
No 0 0
Total 50 100
Yes 48 96
Life insurance
No 2 4
Total 50 100
Furniture Yes 48 96
 No 2 4
Total 50 100
Yes 2 4
Air conditioner
No 48 96
Total 50 100
Yes 8 16
Washing machine
No 42 84
Total 50 100
Refrigerator Yes 28 56
No 22 44
Total 50 100
Yes 50 100
Mobile phone
No 0 0
Total 50 100
Yes 10 20
Computer/ laptop
No 40 80
Total 50 100
Source; Primary Data

Interpretation

The table shows that all the respondents have bank account, electricity, gas
connection, mobile phone and sanitation facilities. 94% of the respondents have
owned house and the rest lives in rented houses. Just more than half of the
respondents have two wheeler, 48% does not have a two wheeler. Least of the
respondents own a car, majority 86% does not own a car. The drinking water
facilities like well, pond, water connection etc. are enjoyed by most of the
respondents. They belong to 92%. 96% of the respondents have furniture and life
insurance.

Only 4% of the respondents have an air conditioner. 84% of the respondents

does not possess washing machine. 56% of the respondents use refrigerator and
44% of the respondents does not have a refrigerator. 20% of the respondents
owned a laptop/computer.
 Figure 3.11
Socio – Economic Status of the Respondents

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

No
Yes
 Table 3.13 (a)
Table showing brand preference of the consumers
Number of Percentage of
Consumer durable Brand
users users
GODREJ 1 50
Air conditioner
LG 1 50
Total 2 2 100
LG 3 37.5
PANASONIC 1 12.5
Washing machine SAMSUNG 1 12.5
VIDEOCON 1 12.5
WHIRLPOOL 2 25
Total 5 8 100
GODREJ 4 14.5
HAIER 2 7
KENSTAR 1 3.5
LG 6 21.5
Refrigerator
PHILIPS 2 7
SAMSUNG 4 14.5
VIDEOCON 2 7
WHIRLPOOL 7 25
Total 9 28 100
APPLE 2 4
HTC 3 6
KARBON 1 2
LAVA 1 2
LENOVO 1 2
Mobile LG 2 4
MICROMAX 4 8
MICROSOFT 1 2
NOKIA 22 44
SAMSUNG 10 20
SONY 3 6
 Total 11 50 100
APPLE 2 20
DELL 4 40
Lap top / computer HP 2 20
LENOVO 1 10
TOSHIBA 1 10
Total 5 10 100
Source; Primary Data

Interpretation

Out of the air conditioners users 50% prefer Godrej and the next 50%
prefer LG Air conditioners. In case of washing machine 38%prefer LG 12% prefer
Samsung, Videocon, Panasonic and 25% prefer Whirlpool. Out of the refrigerator
users 25% prefer whirlpool 22% prefer LG. the other brands in refrigerator users
are Philips, Samsung and Videocon. There are 40% of computer/ laptop users use
Dell. 44% of mobile users use Nokia as their preferred one. 20% of Samsung users
are also in this study. Almost 11 mobile brands shown in this study.
 Table 3.14

Factors influencing to buy a brand

I II III IV V Index Rank

10 20 12 5 3
Advertisement 179 II
(50) (80) (36) (10) (3)
12 5 11 19 3
Word of mouth 154 III
(60) (20) (33) (38) (3)
21 15 9 4 1
Price 201 I
(105) (60) (27) (8) (1)
5 8 11 14 12
Dealer 130 IV
(25) (32) (33) (28) (12)
2 2 7 8 31
Others 86 V
(10) (8) (21) (16) (31)
Source; Primary Data

Note: Figures in parenthesis indicate product of frequencies and rank points.

Interpretation

The above table shows that price is the major factor influencing the
respondents to buy a particular brand. The second important factor is found to be
advertisement. This is followed by word of mouth dealer and other factors.
 Table 3.15

Reasons for Purchase from Respondents Preferred Store

Percentage of
Reasons No. of respondents
respondents
Discount 11 22
Variety 5 10
Service 9 18
Ambience 1 2
Quality 21 42
Proximity 3 6
Total 50 100
Source; Primary Data

Interpretation

The table shows that 42% of the respondents believe in quality, 22% of the
respondents look for discounts, 18% expect good services, 10% search for variety.
6% of the respondents prefer store as based on proximity and just 2% of the
respondents prefer stores based on ambience.
 Figure 3.12
Reasons for Purchase from Respondents Preferred
Store

25

20

15

10 No. of respondents

0
 Table 3.16

Respondents review about branded unbranded products.

Percentage of
Review of respondents No. of respondents
respondents
Yes 50 100
No 0 0
Total 50 100
Source; Primary Data

Interpretation

The study reveals that all the respondents think that branded products are
better than unbranded products.

Figure 3.13
Respondents review about branded unbranded
products.

Yes
No
TESTING OF HYPOTHESIS
CHI-SQUARE TEST (χ 2 test)

I. Relationship between gender of the respondents and their rural marketing

activities.

H0: There is no significant relationship between gender of the respondents

and their rural marketing activities.

H1: There is significant relationship between gender of the respondents and

their rural marketing activities.

Table 3.17
Table showing relationship between gender of the respondents and
their rural marketing activities.

Rural marketing activities engaged

Fish farming
(Paddy only)

Coir making
Horticulture

Services like
Ornamental

Handicrafts
Agriculture

Total
taxi/ auto
farming

farming
making
Poultry
fishing

Gender
Dairy

Male 7 3 4 2 6 2 3 0 4 31
Female 0 2 1 3 0 4 3 5 1 19
Total 7 5 5 5 6 6 6 5 5 50
Source: Primary Data

Table 3.17 (a)

Result of the test

H0
Level of Degree of Computed Table
Test Accepted /
significance freedom value value
rejected
χ2 5% 8 20.99604 15.507 H0 rejected
Interpretation

In this χ 2 test calculated value is greater than table value so we reject H0.
There is significant relationship between gender of the respondents and their rural
marketing activities.

II. Relationship between monthly income of the respondents and their

place of marketing.

H0: There is no significant relationship between monthly income of the

respondents and their place of marketing.

H1: There is significant relationship between monthly income of the

respondents and their place of marketing.

Table 3.18
Table showing relationship between monthly income of the
respondents and their market.
Monthly income range
Type of market they
Up to 5000- 10000- 20000- Above Total
engaged
5000 10000 20000 50000 50000
Local market 0 11 4 5 0 20
Home to Home 0 1 3 3 0 7
Urban market 0 4 2 2 1 9
Co-operative society 1 10 2 1 0 14
Total 1 26 11 11 1 50
Source: Primary Data
 Table 3.18 (a)

Result of the test

H0
Level of Degree of Computed Table
Test Accepted /
significance freedom value value
rejected
5% H0
χ2 12 14.86766611 21.026
accepted

Interpretation

In this χ 2 test Calculated value is less than the Table value so we can accept
the H0. It shows there is no significant relationship between monthly income of the
respondents and their place of marketing.

.
 CHAPTER IV

SUMMARY OF FINDINGS,
SUGGESTIONS AND
CONCLUSION
FINDINGS

The major findings of the study are;

 Almost all respondents belong to small families.

 The study shows that there is no joint family but some families consisting
more than 6 persons.
 The study reveals that half of the respondents have middle average
family income.
 Comparatively more people work in agriculture sector. The next places
gets to auto taxi, handicrafts dairy farming. The last preference gets to
horticulture, ornamental fishing, poultry farming, coir market and fish
farming.
 The study shows that majority of the respondents use their products for
domestic purposes.
 No one use online market as a medium of rural marketing.
 Most of the respondents choose local market.
 Co-operative society plays an important role in rural marketing.
 Majority of the respondents are not interested to market value added
products.
 Majority of the respondents believe that they can get more income if they
sell their products else were.
 The study reveals that the socio economic status of the respondents is
above average. All the respondents have bank account, electricity, gas
connection and sanitation facilities.
 Majority of the respondents have owned house, drinking water facilities
like well, pond, water connection, life insurance and furniture.
 The study shows that in the usage of air conditioner and washing
machine is very low among the respondents.
 Half of the respondents have a two wheeler and only a few own a car.
 More than half of respondents use refrigerators and all the respondents
possess mobile phone.
 All the respondents prefer branded products for consumer durables.
 Majority of the respondents choose brand on the basis of price. Secondly
advertisements influence them to buy a brand. This is followed by word
of mouth and dealers are other factors.
 From the study, it is revealed that majority of the respondents are middle
aged.
 Majority of the respondents are male.
 Most of the respondents have only high school qualification. There a few
respondents who are Post Graduate.
 Majority of the respondents use NOKIA as their mobile handset.
Secondly they prefer Samsung mobiles.
 From the study found that majority of the refrigerator users use
Whirlpool and LG.
SUGGESTIONS

On the basis of study conducted, the following suggestions are put

forward:

 There should be more efforts from the part of government and

local bodies to improve rural marketing efforts by introducing
value added products.
 People should be more aware of using online marketing tools to
improve rural marketing activities.
 Co-operative societies should focus upon marketing rural products
with better efficiency.
 The flow of products to urban markets should be empowered with
proper mechanism.
CONCLUSION

The study titled “competitive advantage of rural marketing with special

reference to Thalayazham Panchayath” deals with the various rural marketing
activities and efforts taken by the rural people. It also deals with the inflow an
outflow of goods, to and from the rural places of Thalayazham Grama Panchayath.

The study reveals that majority of the respondents are not interested to
market value added products. But they are agreed the stated innovations for each
rural marketing activities.

Leading consumer durable producers have users in Thalayazham Grama

Panchayath.