Beruflich Dokumente
Kultur Dokumente
30.1
30.2
Implication:
Visual displays and phonetics become important in promoting the product in rural areas.
B-Low Income Levels: An average rural consumer has a much lower income than his/her urban counterpart Implication: Large part of his income goes to provide basic necessities, leaving a smaller number to be spent on other consumer goods An average rural customer buys a single unit of the product and not in bulk Rural demand is for low priced products Assured performance products Credit is an accepted pattern Repayment linked to crop condition
30.4
Occupations:
Principal occupation is farming, animal husbandry, poultry farming, trading, crafts, plumbing, electric works, primary health workers and teachers Basis for differentiation is the size and ownership of the land
30.5
Reference Groups: Primary health workers, doctors, teachers, and the panchayat members The village trader or the grocery shop owner Rural banks officer or the manager
30.6
Media Habits: Rural customer is fond of music and folklore Nautankis and Tamashas entertained the rural customer in the earlier days
30.7
30.8
Pricing Decision: The rural consumer is price sensitive Some approaches to making product more affordable Work through rural banks and offer hire purchase terms to the customer Offer smaller unit sizes Pass the benefits of lower costs by buying from smaller firms and marketing in rural markets Finance through intermediaries
30.9
Promotion Decision: Jingles, folklore, and music can combine to make a message and brand name memorable Visual copy has a much greater appeal than just the audio or the print Media- TV, radio, wall paintings, roof paintings are effective Bus panels, stickers, shelf display, and hoardings are also effective Rural sports like Kho-Kho, Kabaddi, bullock cart race, rural fairs, haats can be used to promote brands
30.10
Distribution:
30.11