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MS - 611
Rural Marketing
MS-611/TMA/SEM - II/2016
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KIAN PUBLICATION
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1. Discuss the rural environment in terms of the infrastructure available for marketing. How does this
environment affect the marketing decisions and opportunities? Explain taking the example of banking services.
Rural infrastructure plays a critical role in poverty reduction, economic growth and empowerment for the Indian rural poor. The
lack of adequate and reliable infrastructure touches ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and vital information. Local roads and tracks are often
impassable making it difficult, if not impossible for rural families to access the rural economy.
Various factors affecting marketing function.
The environmental factors that are affecting marketing function can be classified into :
1) Internal ----------------------------and
2) External -----------------------------------------------Internal ---------------------------------------------------- :
This refers to factors existing --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, because the company has control over these factors :
a) it can alter or modify factors --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- as marketing mix, to suit the environment.
There are many internal factors that influence the marketing function, they are :
Top Management : The organizational -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- marketing decisions and their implementation.
Finance and Accounting: Accounting refers to ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------to carry out the marketing plan. Financial
factors are financial polices, financial position and capital structure.
Research and Development : Research and Development ---------------------------------------------------------------------------------------------------------------------------------------------------------------- determine a company ability to innovate and compete.
Manufacturing : It is responsible for ---------------------------------------------------------------------------------------------------------------------------------------------------------------- technology and efficiency of the productive apparatus, distribution logistics etc.,
Purchasing : Purchasing refers to ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- activity of the business.
Company Image and Brand Equity : The image of ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- or sales contract, launching new products etc.
In organization, the marketing resources like organization ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------- for new product introduction and brand extension, etc..
External -------------------------------------------- Marketing.
External factors are beyond ------------------------------------------------------------------------------ adaptability to the environment.
The external ------------------------------------ consists of :
a) Macro ----------------------------------, and
b) Micro ---------------------------------------a) Micro environment: The environmental factors ------------------------------------------------------------------------------------------------------------------------------------------------------------ non-capacity to produce and serve the market.The factors are :
1) Suppliers: The suppliers to a firm ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------This equation is based on the industry
condition and the extent to which each of them is dependent on the other.
The bargaining ------------------------------------------------- following situations:
a) The seller ------------------------------------------------------------ oligopoly firm.
b) The supplier is not --------------------------------------------------------------------- sale to the buyer group.
c) The ----------------------------------------------------------------------------------------- customer.
d) The suppliers -------------------------------------------------------------------------------- and finished product.
e) The supplier ------------------------------------------------------------------- integration.
2) Market Intermediaries : Every producer has to -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------market service agencies and financial institutions.
3) Customers : The ------------------------------------------------------------------ classified as :
1) Ultimate customers: These ------------------------------------------------------ and householders.
2) Industrial customers: These ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------fulfilling other objectives.
3) Resellers: They are the intermediaries ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ be wholesalers, retailers, distributors, etc.
4) Government and other non-profit customers: These customers purchase goods and services to those for whom they are
produced, for their consumption in most of the cases.
5) International customers: These customers are ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, producers, resellers, and governments.
6) Competitors: Competitors are those who sell the goods -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------. Therefore, it is necessary to build an efficient
system of marketing. This will bring confidence and better results.
7) Public: It is duty of the company to satisfy the ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------must be fully taken care of.
Macro Environment:
Macro environment factors ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------the influence marketing decisions of the company.
These are the macro environmental factors that affect the companys marketing decisions:
a) Demographic Forces: Here, the -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
2. You are a cellular telecom operator with strong roots in the urban markets. Due to saturation in the existing
urban markets, you now want to expand into rural areas. How would you modify your current marketing mix
strategies according to the rural consumers? Discuss.
The term rural has been given a definition ---------------------------------------------------------------------------------------------------------------------------------------------------------------------- a municipality or a corporation, a cantonment area notified or is a town area
All other locations which have a minimum of 5000, a population density of more than 400 per sq kms. and where more than 75%
the male workforce is engaged in nonagricultural occupations.
Taking on from the above, a habitation is defined as rural if
India today has about 6.4 lakh villages. All ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and scope, of rural market in this country.
Almost 70% of the Indian population lives in villages and rural areas. Rural India consumes almost 60% of the total goods
manufactured in India with majority of the products coming from FMCG sector. Products like shampoo or skin moisturizer was
never affordable to people in the rural areas ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------are a big headache for the FMCG
companies.
Factors affect the -------------------------------------------- in case of mobile phonesIn India, as in other developing countries, rural ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, the phone sometimes is shared
with non-family members, usually at no cost to the user.
Marketing mix (programme) comprises of various ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------characteristics of rural customers.
Since behaviour of rural consumers is different and less predictable, the marketing manager has a challenging task to design
marketing mix strategies for the rural segments. Due to considerable level of heterogeneity, a manager needs to design tailor-made
programme to cater needs and wants of specific groups.
Dynamics of rural markets differ from urban ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and China, and even the focus of
international symposia organized in these countries.
Following part ------------------------------------------- rural segments for Mobile Phones:
1. Product Mix:
Product is a powerful determinant of firms success-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Branding decisionsA look into the extant literature shows ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------it is so advised by the retailers.
The increased exposure to television has --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------that the rural marketers should pay attention to are:
1 Brand -------------------------------2. Logo/---------------------------3. Brand ----------------------------------4------------------------/one liner
5. -------------------------------6. ---------------------------Brand name is one of the most important ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of diversity amongst the rural pockets
of different regions.
Among the different brand elements, the logo or symbol has a special role in building brands in the rural markets. In India, there
are 16 official languages and more than 460 dialects. However a well-conceived logo can mean the same thing to diverse groups
of customer. MRF Tyre's Muscular Man Lifts the Tyre would connote the same meaning to people in different regions.
Thus the logo is able to transcend the ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------musicals can be associated with a brand
and thereby giving potential buyers one more cue for easy retrieval from memory. Titan's signature tune, and Liril's La-La-La,
are attempts to surround the brand with interesting and memorable cues.
Benefits of Branding
Establishing a brand involves ------------------------------------------------------------------------------. But once established, a brand has
several advantages to offer. If a brand is properly nourished, it grows and has a long shelf life.
a)
A brand serves as a guarantee --------------------------------------------------------- among the consumers.
b)
c)
The greatest advantage, ------------------------------------------------, the product can compete on a non-price basis.
Packaging decisionsPackaging today is being used as an ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------is most often identified on the basis of the
packaging of the brand, primarily because of-
1. Low ---------------------------------------------------levels
2. Availability --------------------------------------- brands
3. Low -------------------------------------- media vehicles
How small fractional packages have -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------small SKUs (Stock Keeping Units).
Packaging in reusable containers: The rural -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------lowest ebb.
Packaging Colour and Design: Package becomes a ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------red & white recognizable
tooth paste, Lifebuoy's familiar package and Brittania's Tiger biscuit packs are the prominent examples which generated brand
identification and recall partly on the basis of package colour and logo designs.
Similarly, depiction of recognizable logos on the package are positive aids in brand recognition and recall. Successful examples
are the Eveready Cat-o-nine lives, Gemini ----------------------------------------------------------------------------------- widely
understood symbols help the rural customers in making brand associations and generating recall.
Importance of Packaging
Depending on the products and the industry, the packaging can have different levels of importance. Sometimes packaging
becomes the most important way of delivering the good, ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------about the product, price, manufacturer
and the consumption precautions etc. can be conveyed to the buyer.
Product packaging decisions are very important ------------------------------------------------------------------------------------------------------------------------------------------------- is sometimes the key factor of success or failure of a new launch.
Packaging, as a function, has two -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- to the consumer directly or subtly.
Overall it can be concluded that packaging is an integral and an important component of the product. It not only helps in
protecting the product from being damaged during its handling but also protects it as an attractive packaging works as a silent
salesman.
4. What are the commonly used methods of sales promotion directed at the consumers? Identify and describe
some rural sales promotion efforts aimed at generating trial.
There are many sales promotional techniques -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and widely used. The rest of the techniques usually include some
kind of combination of these 12 most used techniques of sales promotion.
1. Sampling - the use of ------------------------------------------------------------------------------------ with the purpose to initiate trial.
2. Coupons - A promotional ----------------------------------------------------------------------------------------------- the coupon
3. Trade incentives - ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- as displaying merchandise or selling certain lines of merchandise.
4. ---------------------- - deals that are offered to ---------------------------------------------------------------------------- brand
5. ---------------------------------------------------------------------------------------- a reduction in the brand's regular price.
6. In, on, and near-packs (------------------------------------------------------------------------------------------------------------ consumers
who purchase the promoted product.
7. Free-in the mail ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------- manufacturer in return for submitting a required number of proofs of purchase.
8. Self-liquidating premiums - a method ---------------------------------------------------------------------------------------------------------of premium item. From manufacturer's point of view this form of promotion is cost free, and therefore the name is self-litigating.
9. Contests and sweepstakes - a form of ----------------------------------------------------------------------, or merchandise.
10. Refund offers - A cash reimbursement -------------------------------------------------------------------------- has purchased.
11. Bonus packs - Extra----------------------------------------------------------------------------------------- at a regular price.
12. Stamp plans ----------------------------------------------------------------------------------------------------------------------------------------------------------------------- for continuos use or repetitive purchase of a product/service, f.ex frequent flyer programs.
Pricing alone cannot generate traffic and purchase. Promotional ingredients are necessary to make the strategy effective. While
pricing offers affordability to buy, advertising offers ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------techniques which companies can use to stimulate immediate
purchase.
S.N.
Technique
Price-off
-------------------- financing
----------------------- terms
There is hardly any consumer --------------------------------------------------------------------------------- fans carry warranty to 7years. For all these products free service coupons are given for a period.
Every ------------------pricing
Membership --------------
Family health cards ----------------------------------------------------------------------------------------------------------------- of reduction based on number of family members availing it.
Economists defines price as the exchange value of a product or service always expressed in terms of money. In simple terms price
is the amount charged for the -----------------------------------------------------------------------------------------------------------------------------------------------------------. To the seller price is a source of revenue and main determinant of profit.
Though ideal for consumer goods, sales promotions ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and spares, and posting of trained staff to assist/supervise in
the working of the equipment in the client's premises, at the manufacturer's cost.
The sales promotion schemes offered at the ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------contests and prompt service awards.
---------------------------- million consumers.aster hair oil brands are Dabur- Ayurvedic healthcare products & Vatika Premium
hair care.
Emami Ltd. the flagship company of the Group, is a Rs 1100 crore business entity, a leading player in the personal and
healthcare consumer products industry in India engaged in manufacturing and marketing of health, beauty and personal care
products that are based entirely on ayurvedic formulation. ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of providing relief
from hair related problems. It is the most trusted brand in the cool oil category. It commands a holding of 50% of market share of
the cool oil market. It has a monopoly in the southern states with a market share of 98 %
5. Briefly explain the factors that influence buyer behavior in the rural context, highlighting the impact of
Family Life Cycle.
Consumer behaviour can be examined as it is a decision making process of an individual when consumer engaged in evaluating,
acquiring, using or disposing goods/services. The decision making is basically depend on two important aspects that are the
consumers expected amounts of satisfaction and the resources that are available to him for spending.
Understanding the Buyer behaviour process ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------out the specific differences that
rural buyers exhibit, while selecting, consuming and disposing of goods and services.
1. Problem Recognition- Problem recognition is the first step in initiating the buying process. In terms of individual drivers of
buying processes, the rural consumer is no ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------day's shopping at the weekly haat or
bazaar. How different are the consumers really? It is a few differences in environmental context that compel us to realise the
difference between the two.
2. Information Search
Sources of -------------------------------------- consumers are:
On the other hand, the other key influencers --------------------------------------------------------------- in the rural markets are:
The prospective consumer's -----------------------------------------------------------------------------------------------------------------------------------------------------------------, who are frequent visitors to their villages.
Rural markets as compared to the urban markets require more intensive personal selling effort. Hence, a brand needs to ' associate
itself with the day to day activities and the psyche of the rural consumers and then act accordingly.'
3. Evaluation of Alternatives- Unlike the urban ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------their evoked sets have been
smaller, sometimes limited to one or two brands. The history of use and long familiarity with these limited number of brands have
resulted in a "perceived loyalty". '
4. Purchase Decision+ The final purchase is a ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------purchase and more in the earlier
stages, the reasons for which are higher exposure levels, and availability of alternatives as well as large amounts of information.
Attitude ------------------------------------------------
Perceived ----------------------------
The issue of attitude of others in addition ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, will rely on the batteries of the same company.
5. Post Purchase Behaviour
Within the framework of the buyer behaviour process, the post purchase behaviour forms a critical part, as it lays the foundation
for the repeat purchases and development of loyalties------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------combination will be a good
product with consistent quality. Once you earn the villager's loyalty (and they are known for their brand loyalty), it will be
difficult for competitors to take away your customers".
Companies are also beginning to realise the importance of changing patterns of the demand and the fact- that customers are
moving up the value chain. You have heard of washing ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------made washers. Says Navin Gupta of Videocon. Added to
this is also the fact that the purchase patterns are changing and more consumers are willing to experiment and explore better and
more convenient options.
In conclusion the critical factors for the rural customer in the buying decision process would be:"
The factors influencing buying decisions are ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------has influences, which are far
stronger and deep rooted, especially on issues of culture and group dynamics.
The rural buyer lives in a. cultural and social ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------try to understand, the differential
way in which these influences operate for the rural consumer, so as to identify implications for marketing decisions.
MelasMelas are gatherings of people for both ----------------------------------------------------------. Here's more about them:
Annual melas that are ----------------------------------------------------------------------------- an excellent platform for distribution.
Over 25,000 melas are held --------------------------------------------------------------------------------------- 7.6 lakh visitors.
Rural markets come alive at these melas and people visit them to make several purchases, with the average spend ranging between
Rs. 5000 to Rs. 50,000 a day.
Melas work best for fast moving consumer goods, as buyers are more favorably disposed towards new brands of non durables,
specially since more women and children are present. The advantages of selling through rnelas are the large visitor turnout, high
sale of factory-made products, high sales volumes as ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of the space is devoted to amusement part for children. The
remaining 50 per cent of the space consists of stalls selling consumer products.
The factors taken into consideration by marketers to use the mela as a marketing tool are as follows: A list of melas, is made
at the beginning of the year in which the company wishes to participate. The mela selected depends on its location with respect to
brand presence. The duration of the fairs, target audience ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------which gives great 'confidence to villagers to buy the
product. The advantages of mixer-grinder, pressure cooker etc. can be demonstrated. The stall are required to be richly, brightly,
colourfully decorated with banners, posters, ---------------------------------------------------------------------------------------------------------------------------------------------------------------------- or a free gift have often been shown to help in clinching a sale.
Many brands are advertised and ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- familiarity, brand reminder and word of mouth.
Besides melas, rural markets also have ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- of goods and services are carried out.
For example- Linterland's extensive expertise and ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------India helps it to track and exploit more opportunities in these
markets.
HaatsHaats are weekly markets where people ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of 10 to a maximum of 50 villages, drawing as many as 4000 villagers.
Haats are periodic markets and offer a Major rural marketing infrastructure in India. In spite of the development of permanent
shops, these temporary markets play a vital ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------for buying daily necessities, supplies' and equipment and a place 7-for
socio-political-cultural contact. Since most agricultural, laborers get their wages once a week, haats are also held on a weekly
basis. Sunday markets are most popular.
On an average a haat caters to customers in 16 villages, nearly two thirds of all haats are held at a distances of at least 15 kms from
the nearest town. Another 27 per cent are held at distances between 6 km and 15 km while only 5 percent are held within 5 km of
a town. The average number of outlets at a haat is ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------or positioning. Demonstrations are essential to convert
consumers at haats since their attitudes are far more utilitarian than that of visitors to melas. Haats also offer opportunity for
sampling, thus enabling the product to make inroads into a new buyer's home.
Let us briefly look at a comparative picture of haats and melas. At haats, the percentage of agricultural product outlets is large, upto
39.5 per cent. It is only 56 per cent in melas. Hence we see haats satisfy essential needs of people. Manufactured goods forms only
24.3 per cent in haats while they were found to occupy ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------can use the occasion not just to sell their products, but also
to listen closely to the problems of rural consumers in order to build relationships by offering solutions, and develop customized
products, Both haats and melas provide the rural marketers an opportunity to get a good insight in rural buyer behavior and
observe the purchase process first hand.
The countries oldest tradition holds the key to rural penetration. The average daily sale at a Haat is about Rs.2.25 Lacs while the
annual sales at melas amount to Rs.3, 500 crore.
In rural India, annual melas organised with a ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------such melas are held in rural India every year.
Rural markets have the practice of fixing -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------channel available to the marketers. Haats serve a good opportunity for
promotion after brand building has been done at Mela.
Also, one satellite town where people prefer to go ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------since their attitude is far more utilitarian than that of visitors to
a fair.
Haats are weekly markets where people from ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------to a maximum of 50 villages, drawing as many as 4000 villagers.
Melas are gatherings of people for both ------------------------------------------------------------------------------ more about them:
Annual melas that are ----------------------------------------------------------------- an excellent platform for distribution.
Over 25,000 melas are held in India annually that hold an average of 7.6 lakh visitors.
Rural markets come alive at these melas -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- ranging between Rs. 5000 to Rs. 50,000 a day.
Many brands are advertised -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, brand reminder and word of mouth.
Besides melas, rural markets also have the practice of fixing specific days in a week as 'Market Days' when the exchange of goods
and services are carried out.
Linterland's extensive expertise and reach -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------to track and exploit more opportunities in these markets.
Various companies and organization dissect ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------for segmenting the rural market.
Brand building in rural areas also requires ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
KIAN PUBLICATION
Whatsapp- 9580039150
ignousolvedassignmentsmba@gmail.com
kianpublication1@gmail.com
ignou4you@gmail.com