Rural Research Report - Group 12 & Group 2

Rural Marketing
Video Assignment
Report
Submitted by:
Group 2
K Mani Prateep (18PGP073)
Akansh Varshney (18PGP012)
Ashutosh Chhibber (18PGP036)
&
Group 12
Ishwar Singh Rawat (18PGP067)
Neyhal Menghani (18PGP107)
Maeraj M (18PGP236)
Prasad Rathi (18PGP238)
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ACKNOWLEDGEMENT
We, the members of Group 2 & Group 12, would like to express our gratitude to everyone who
have been instrumental in the completion of this video assignment. To begin with we would
express gratitude towards Prof. Dr. Sanjeev Prashar for giving us a chance to execute this
wonderful assignment. We express sincere gratitude to various shop keepers who took out time
from their busy schedules to give us time for taking their interviews. We would also like to thank
people in the villages who helped us to secure data pertaining to their buying patterns.
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TABLE OF CONTENTS
ACKNOWLEDGEMENT ............................................................................................................ 2
Executive Summary ................................................................................................................. 4
Introduction .............................................................................................................................. 5
Research Methodology............................................................................................................ 6
Schedule (Hindi)....................................................................................................................... 7
Schedule (English) ..................................................................................................................13
Primary Research ...................................................................................................................18
Findings & Learnings .............................................................................................................20
Photos .....................................................................................................................................22
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Executive Summary
The project aims at developing an understanding about how activities, interests and opinions play
a major role in the consumer behaviour in the rural India. The project aims to understand the
decision-making process for low involvement products like FMCG and high involvement products
like cell phones, farm equipment, auto-mobiles while purchasing in rural India.
After talking to various shop keepers of small kirana stores in different villages we were able to
understand how P-P (price and product) are integrated within each other to cater to rural masses.
same product as in urban market but different price point. How self esteem in farmers will drive
their decision making to buy products.
The above findings were determined by the interview given by the village people, shop owners,
data collected from secondary resources and data provided by primary resources. Major learning
from this project includes the ways and patterns of usage of different products.
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Introduction
Rural India is a special market in India. The marketing strategies, successful in Urban India can’t
be directly extended directly to Rural India. The demography, psychology, behaviour varies
across geographies, cultures and sub-cultures. In fact, within the same village also, varied
distinction can be seen. Such is the impact that there is no formal definition of Rural India given
by Government of India. Every company, sector, domain define Rural India in their own terms.
Objectives of the study
The objective of the research study is to understand how activities, interests and opinions forms
the decision-making pattern in rural India. How does these factors influence the consumer
behaviour of low involvement products like soaps, biscuits, chocolates, detergents, noodles etc
(FMCG) and high involvement products like tractors, cell phones, auto-mobiles?
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Research Methodology
Type of Research
The type of research that were used in this study is qualitative research. As a method of gathering
data we have visited villages to meet shopkeepers, farmers and general public, and asked
questions and gathered insights mainly on how they choose to buy a product. The data is collected
from primary resources.
Data Collection
Mainly primary data is collected by interviewing the shopkeepers and villagers in person. The
questions varied for the shopkeeper and the buyers to understand their objectives. The personal
data has been wiped out as provided by the interviewee.
Methods and Techniques
Schedules were used in this project that contains the components of both, structured and
unstructured interviews. For semi-structured interviews, interviewer prepared some questions to
be answered by all the interviewees. Consequently, additional questions were asked during
interviews to clarify or explain certain issues. Below is the sample of standard questions that were
asked to interviewees during the interviews.
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Schedule (Hindi)
दददददददद
दददददद
1. आआ आआआआआआ आआ आआआआआ आआआआआआआआ / आआआआआआ आआआआआ आआआ?
2. आआआआ आआआआआआ आआआआ आआआआ आआआआ आआआआआआ आआ आआआआआ आआआआ आआआआ आआ?
3. आआआआ आआ आआआआआ (आआआआआ) आआ आआआआआ आआआ?
4. आआआ आआआआआआ / आआआआआ आआ आआआआआआ आआआआ आआआआआआ आआआआआ आआ आआ आआआआआ?
5. आआआआ आआआआआआ आआआआ आआ आआआ आआआ?
आआ आआआआ आआआआ / आआआआआआआआआआआ आआआआ आआ? (आआआआआ, आआआआआ, आआआआआ)
आआ आआ आआआआ आआआ आआआ आआआ आआ आआआ?
6. आआ आआआ / आआआआआ आआआ आआआआ आआआआआआ आआ आआआआआ आआआ?
7. आआआआ आआआआआ / आआआआआआ आआआआ आआआआ आआ आआआआआआ आआआआआआआआआ आआ आआआआआआ
आआआआ आआआ? आआआ आआआआआआआ आआ?
8. आआआआ आआ आआआआ आआआआआ, आआआआ आआ आआ-आआआ आआ आआआआआआआ आआ आआआआआआआ आआ
आआआ आआआआ आआआआआआ / आआआआ आआआआआआ आआआआ आआआ?
आआ आआआआ आआ आआआआआआआआ आआआ आआ आआआआआआ आआआ? आआ आआआआआ आआआआआ
आआआआ आआआ?
9. आआ आआआआ आआआ आआ आआआआआआ आआआआआआ आआआआ आआआ?
10. आआआआ आआ आआआआ आआआआआआ आआआआआआ आआआआ आआआ आआ आआआआ आआआआआआ आआआआआआ
आआ आआआआ आआ आआ आआआआ आआआआ आआआआआ?
दददददद
1. आआ आआआआआ आआआआआआआआ / आआआआआआआआ आआ आआआआआआ आआआआआ आआआ?
2. आआआआ आआआआ आआ आआआ आआआआ आआ आआआआआ आआआ?
3. आआआ आआआआआआ / आआआआआ आआ आआआआआआ आआआआ आआआआआआ आआ आआआआआ आआआआआ आआ?
आआ आआआआ आआआआ / आआआआआआआआआआआ आआआआ आआ? (आआआआआ, आआआआआ, आआआआआ,
आआआआआ)
5. आआ आआ आआआआआ / आआआआ आआआ आआआआ आआआआ आआ आआआआआ आआआ?
7. आआआआ आआ आआआआ आआआआ आआआआआ, आआआआ आआ आआ-आआआ आआ आआआआआआआ आआ आआआआआआआ
आआ आआआ आआआआआआ / आआआआ आआआआआआ आआआआ आआआ?
8. आआआआ आआ आआआआ आआआआआआ आआआआआआ आआआआ आआआ आआ आआआआ आआआआआआ आआआआआआ आआ
आआआआ आआ आआ आआआआ आआआआ आआआआआ?
दददददद
1. आआ आआआआआ आआआआआआआआ / आआआआआआआआ आआ आआआआआआ आआआआआ आआआ?
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3. आआआ आआआआआआ / आआआआआ आआ आआआआआआ आआआआ आआआआआआ आआ आआआआआ आआआआआ आआ?
आआआआआ)
सर्फ
1. आआ आआआआआ आआआआआआआआ / आआआआआआआआ आआ सर्फ आआआआआ आआआ?
3. आआआ आआआआआआ / आआआआआ आआ सर्फ आआआआ आआआआआआ आआ आआआआआ आआआआआ आआ?
आआआआआ)
नहाने का साबु न
1. आआ आआआआआ आआआआआआआआ / आआआआआआआआ आआ नहाने का साबुन आआआआआ आआआ?
3. आआआ आआआआआआ / आआआआआ आआ नहाने का साबुन आआआआ आआआआआआ आआ आआआआआ आआआआआ
आआ?
आआआआआ)
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गोरे पन की क्रीम
1. आआ आआआआआ आआआआआआआआ / आआआआआआआआ आआ गोरे पन की क्रीम आआआआआ आआआ?
3. आआआ आआआआआआ / आआआआआ आआ गोरे पन की क्रीम आआआआ आआआआआआ आआ आआआआआ आआआआआ
आआ?
आआआआआ)
दददद / दददददद
1. आआआआआ आआआआआआआआ / आआआआआआआआ आआ आआआआआआ आआ आआआआआ आआआ?
2. आआआआ / आआआआआआ आआ आआआआ आआआआ आआ आआआ आआआआ आआ आआआआआ आआआ?
3. आआआ आआआआआआ / आआआआआ आआ आआआआआआ आआआआ आआआआआआ आआआआआ आआआ आआ आआआआआ?
आआआआआ)
7. आआआआ आआ आआआआ आआआआआ, आआआआ आआ आआ-आआआ आआ आआआआआआआ आआ आआआआआआआ आआ
आआआ आआआआ आआआआआआ / आआआआ आआआआआआ आआआआ आआआ?
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ददददददद ददद
दददददद
1. आआआआ आआ आआआआआआ आआआ आआ आआआआआआआआ आआआआ आआआ?
2. आआआआ आआआ आआआ आआ आआआआआआ आआ?
3. आआ आआआआआआ आआआआआ आआआआआ?
आआ (Q3- " आआआआआ") - आआआआ आआ आआआआआआ आआआआआ आआआआआ आआ?
4. आआ आआआआआआ आआ आआआआ आआआआ आआ?
5. आआआआ आआआआ आआ आआआआआआआ आआआ आआआआआआ आआआआ आआआआ आआ?
आआ आआआआ / आआ-आआआ आआ आआआआआ आआआ आआआआआआ आआ आआआ आआ आआआआआआ आआआआआआ
आआआ?
6. आआआआ आआआआआआ आआआ आआआआआ आआआआआआ आआ आआआआ आआआ?
7. आआ आआआ आआ आआआआआ आआआआआआ आआआआआआ आआआआआआआ?
दददददद
1. आआआआ आआआआ आआआआआआ आआआआ आआ
2. आआआआ / आआ-आआआ आआ आआआआआ आआआ आआआआआआ आआ आआआ आआ आआआआआआ आआआआआआ आआआ?
3. आआआआ आआआ आआ आआआआआआ आआआआ आआ?
4. आआ आआआआआ आआआ आआआआआआ आआआआआआ आआआ?
दददददद
1. आआआआ / आआ-आआआ आआ आआआआआ आआआ आआआ आआ आआआआआआ आआ आआआआआआ आआआआआआ आआआ?
2. आआआआ आआआ आआ आआआआआआ आआआआ आआ?
3. आआ आआआआआ आआआ आआआआआआ आआ आआआआआ आआआआ आआआ आआ आआआआआआ आआआ?
दददद / दददददद
1. आआआआ आआआआ आआआआ / आआआआआआ आआआआ आआ?
2. आआआआआआ आआ आआआ आआ आआआआआआ आआआआ आआ आआआआआ आआआ आआआआआआ आआआ?
3. आआआआ आआआ आआ आआआआआआ आआआआआआ आआआआ आआ?
4. आआ आआआआआ आआआ आआआआ / आआआआआआ आआआआ आआ आआआआआआ आआआ?
ट्र ै क्टर
1. क्या आपके पास ट्र ै क्टर है ?
2. गााँ व में ट्र ै क्टर के कौन से ब्ाां ड उपलब्ध हैं ?
3. आप ककस ब्ाां ड के ट्र ै क्टर खरीदते हैं ?
4. आपने ट्र ै क्टर का कौन सा मॉडल खरीदा था?
5. आपने ट्र ै क्टर का चयकनत ब्ाां ड क्योां खरीदा?
6. क्या आपने इसे नकद या कवत्तपोषण पर खरीदा था?
7. क्या आपने इसके साथ कोई अन्य उपकरण खरीदा है ?
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8. अन्य लोगोां के साथ कौन से ब्ाां ड हैं ?
9. क्या इसके कलए सेवा प्राप्त करना आसान है ?
बाइक
1. क्या आपके पास बाइक है ?
2. गााँ व में बाइक के कौन से ब्ाां ड उपलब्ध हैं ?
3. आप ककस ब्ाां ड की बाइक खरीदते हैं ?
4. बाइक का कौन सा मॉडल आपने खरीदा?
5. आपने बाइक का चयकनत ब्ाां ड क्योां खरीदा?
6. क्या आपने इसे नकद या कवत्तपोषण पर खरीदा था?
7. क्या आपने इसके साथ कोई अन्य उपकरण खरीदा है ?
8. अन्य लोगोां के साथ कौन से ब्ाां ड हैं ?
9. क्या इसके कलए सेवा प्राप्त करना आसान है ?
ददददद
1. आआआआ आआ आआआआआआआआआ
आआ आआआआआआ, आआआआआआआ आआ आआआआआ आआ आआआआआआआ
2. आआआआ आआआ आआआआआ आआआआ / आआआआ आआ आआआ आआआआ आआआआ
3. आआआआआ आआआआ आआआआ आआआआआ आआ आआ आआआआआआ
आआ आआआआआ आआआआआआआआ / आआआआआआआ, आआआआआआ आआआआआ आआआआ, आआआआआ,
आआआआआ आआ आआआआआआआ आआआआआ आआआआ, आआआआआआआआआआ आआआआ आआआआ आआआआआ,
आआआआआआआ आआआआ आआआआ, आआआआआआ / आआआआआआ आआआआ आआआआ
आआ आआआआ आआआआ - आआआआआआआ / आआआआआआ
4. आआआआआ आआ आआआआआआ / आआआआआआआ आआआआआआ / आआआआ आआ आआ आआआआ आआआआ आआआआआ?
5. आआआआआआ आआआ आआआआआ आआ आआआआआआआ
आआ आआआआ आआआ आआआआआआआ आआ आआआआआआआ आआआआआ आआआआआ आआआ आआआ?
आआ आआआआआआआआ आआ आआआआआआआआ आआआआआआआआ आआआ आआआआआआआ आआ आआआआआआआ
आआआ आआआआआ आआआआआआ आआआ आआ आआ आआआआ आआआआ आआआ?
आआ आआआआआआआआआ आआआ आआआआआआआ आआ आआआआआआआआआआआ आआ आआआआआआआ
आआ आआआआआ आआ आआआ आआ आआआआ आआ आआआआआआआआ आआ आआआआआआआआ आआआआआआआ
आआ आआआआआआआ आआ आआआआआआ आआ आआ आआआ आआआआआआआआआआआ?
6. आआआआ आआआआ आआ आआआआआआआ आआआ आआआआआआआआ, आआआआआआ, आआआआआआ आआ आआआआ /
आआआआआआ आआआआ आआआआ आआआआ
आआ आआआ आआ आआआआआआ आआआआआआआआ / आआआआआआ आआ आआआआआआ आआआआआआ आआआ आआ
आआआआआ आआआआ आआआआ आआ?
1. आआआआ आआआआआआ आआआआ आआ आआआआआ आआ?
आआ आआआ आआ आआआआआआआआ / आआआआआआ आआआआआआ आआआआआआ आआआ आआ आआआआ आआआआ
आआआआ आआ?
1. आआआआ आआआआ आआआआआआ आआआआआआ आआआआआआ आआ? आआआआआ आआआ?
आआआ आआआआ आआआआ आआआआआआ आआ आआआ आआआआआ आआआआ / आआआआआआ आआआआ आआ? आआ
आआआआआ आआआ आआ आआआ आआ आआआआआ आआआ आआआआआआ आआआ?
आआ आआ आआआ आआ आआआआआआ आआआआआआ आआआआ आआआआआआ आआआ?
1. आआआआ आआआआआआ आआआआआ आआआआआआआआ आआ आआआआआ आआआआ आआ?
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2. आआ आआआ आआ आआआ आआआआआआ आआआ? (आआआ आआआआआ आआआआ आआआ आआआआ)
आआ आआआआआ आआआ?
7. आआआआआआआआ / आआआआआ आआआआआआ आआ आआ आआआ आआ आआआआआआआआआआ (आआआ, आआआआआ
आआआ, आआआआआआआ आआआआ, आआ, आआआआ, आआआ)आ आआआआ आआआ आआ आआआआआ आआ आआआआआआ
आआआ?
आआ आआ आआआआआआआआआआ आआ आआआआआआ (आआआआआ, आआआआआआ, आआआआआआआआ,
आआआआआ, आआआआआआ आआ आआआआआआ)
आआ आआआआ आआआआआआआ (आआआ, आआआआआ, आआआआआ, आआआआआ, आआआ)
आआआ आआआ आआआआआआआआ आआ आआआआआआ आआआआ आआआ?
8. आआआआआआ आआ आआआ आआआआआआ आआ आआआआआ आआआआआ आआआआआआआआआआ / आआआआआआआआआआ
आआ आआआआआआआ?
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Schedule (English)
Shop Keeper
Mobile
1. How many companies/brands of Mobile do you sell?
2. What are the price range of mobile you sell?
3. Do you sell on EMIs (kisht)?
4. Which brand/ company’s mobile sell most & why?
5. Where do your customers come from?
a. What is their age/demographics? (Teen, adult, old)
b. Do they come in group or single?
6. When do you sell most in the year/month?
7. Do company/brand conduct any promotion programs here? At what frequency?
8. Do they provide posters/ banners to you for pasting in your shop, village or nearby places?
a. Are they free or charged? How much do they charge?
9. What services do they provide you?
10. Do they deliver products to you or you must go to buy & pick them from somewhere else?
Chocolate
1. How many companies/brands of chocolates do you sell?
2. What price & pack range do you sell?
3. Which brand/ company’s chocolates sell most & why?
a. What is their age/demographics? (Children, teen, adult, old)
5. When do you sell most in a month/year?

Shampoo
1. How many companies/brands of shampoo do you sell?
2. What price & pack range you do sell?
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3. Which brand/ company’s shampoo sell most & why?
Surf
1. How many companies/brands of surf do you sell?
3. Which brand/ company’s surf sell most & why?
Bathing Soap
1. How many companies/brands of bathing soap do you sell?
3. Which brand/ company’s bathing soap sell most & why?
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Fairness Cream
1. How many companies/brands of fairness cream do you sell?
3. Which brand/ company’s fairness cream sell most & why?
Maggi/Noodles
1. How many companies/brands of noodles do you sell?
2. What price & pack range of Maggie/noodles do you sell?
3. Which brand/ company’s noodles sell most & why?
a. Do they provide posters/ banners to you for pasting in your shop, village or nearby
places?
7. Are they free or charged? How much do they charge?
Normal People
Mobile
1. Do you use mobile phone?
2. Which mobile do you have?
3. Who bought this mobile?
a. In case Q3. “me” - Why have you bought this mobile?
4. What is the price?
5. Are mobiles sold in the village shops?
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a. Which brands of mobile are available in the village/nearby shop?
6. How many mobiles your family have, of which brands & price?
7. Which another mobile would you like to buy?
Chocolates
1. Do you like chocolates
2. Which brands of chocolates are available in the village/nearby shop?
3. Which chocolates do you like?
4. How frequently do you buy chocolates?
Shampoo
1. Which brands of shampoo are available in the village/nearby shop?
2. Which shampoo do you like?
3. How frequently do you use & buy shampoo?
Maggie/ Noodles
1. Do you like Maggie/ Noodles?
2. Which brands of Noodles are available in the village shop?
3. Which brand of noodles do you like?
4. How frequently do you eat & buy Maggie/ Noodles?
Tractors
1. Do you own a tractor?
2. Which brands of tractors are available in the village?
3. Which brand of tractors do you buy?
4. Which model of tractor did you buy?
5. Why did you buy the selected brand of tractor?
6. Did you buy it on cash or financing?
7. Did you buy any other equipment with it?
8. What brands are there with other people?
9. Is it easy to get service for the same?
Bike
1. Do you own a Bike?
2. Which brands of Bikes are available in the village?
3. Which brand of Bike do you buy?
4. Which model of Bike did you buy?
5. Why did you buy the selected brand of Bike?
6. Did you buy it on cash or financing?
7. Is it easy to get service for the same?
Sarpanch
1. Population of the village.
a. No. of children, adults, & elders.
2. How many castes/categories of people reside in the village.
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3. Income source of people residing.
a. How many businessman/women, govt job wala, farmers, govt policies job wala, poultry
farmers, animal husbandries, fishers/fisheries, etc.
b. Their earnings - yearly/monthly.
4. Permanent / temporary migration of people from / to village & their reasons why?
5. Education of people in the villages.
a. No. of schools in the village. How far are the schools?
b. No. of students in primary & secondary school.
c. How many teachers and where do they live?
d. No. of students & staff in anganvadi.
e. Any scholarships provided to students of primary & secondary students on merit or
games base?
6. Are Mobiles, Chocolates, Shampoo & Maggie/noodles sold in the village shops.
a. Which mobile companies/brands products are available & what are the price range?
1. Where have you bought mobile from?
b. Which companies/brands chocolates are available & what are their price?
1. Does your family buy chocolates? How frequently?
c. Does any member of your family eat Maggie/noodles? How frequently and which price
pack do you buy?
d. And which shampoo brands are available here?
1. How many brands does your family use?
2. Which pack do you buy? (Bada dabba wala ya pouch) and how frequently?
7. Any activities (games, announcement van, nukkad natak, show, mela, etc.) done by
companies/govt. in the village or nearby villages?
a. Location of these activities. (School, panchayat, angabadi, medan, moving through
the roads)
b. Their set up (Van, tent, shop, camp, etc)
c. Which products were promoted?
8. Ongoing village development activities/projects & plans of panchayat for future?
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Primary Research
We visited the below places to conduct our primary research:

 Paunta
 Cheriya
 Banjari
Paunta
Note – Patipanch prevalent here
Block / Tehsil - Abhanpur
Sapranch – Ms Kamla Asavant Ratre
Population – 1200
Voters – 700
No of households – 200
Dominant Caste – Brahmins
Majority Occupation – Farming
Gender Ratio (Male:Female) – 51:49
Literacy Rate – 72%
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Cheriya and Banjari
Note – Same Gram Panchayat
Block / Tehsil - Abhanpur
Sapranch – Mr Balla Tiwari
Population – 1500
Voters – 850
No of households – 240
Dominant Caste – Sahu
Majority Occupation – Farming
Gender Ratio (Male:Female) – 45:55
Literacy Rate – 74%
The objective of these visits was as below:

 Understand the activities, interests and opinions while purchasing products
 Identify most selling brands
 Understand Consumer expectations
 Consumer’s Buying Decision parameters
 Reach of products and services
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Findings & Learnings
From our primary research, we could deduce the below:
 Rural people are price sensitive
 People have high brand recall for the products they use
 Brand loyalty is less, purchase depends on price and availability of the product
 Few villagers continue a brand only if they find additional benefits after using the
product
 Local language is prevalent among older generation, who also struggle to speak
Hindi
 Local detergent brands are providing more quantity at same price point, so people
are interested to purchase these local brands
 There are many local chocolate counterfeit brands
 Saloon personnel suggests shampoos, hair oils to their customers acting as
opinion leaders
 They are technologically illiterate to a large extent
 Most of the mobile phones are purchased from retail shops from city by getting
suggestions from people who are already using them or by searching in internet
 Young men and women are more beauty conscious, they use facial products like
fair and lovely, fair and handsome, different face washes
 Product life time value is key while making purchase for high involvement products
like tractors, bikes etc
 Auto mobiles as status symbol
 Low price points for all different brands
 Different income sources from agriculture, MNREGA, blue collar jobs in nearby
cities or towns
 There is high unemployment, males mostly booze, play cards and chat on a village
chowk
 Most farmers drop a single crop per year, only large farmer take 2 crops per year
 For 6 months of non-farming, many villagers do not prefer to take even odd jobs,
they prefer sitting idle at home
 The decision often lies on What others buy
 They are always Seeking High Exchange Value
 Farmers buy tractors or auto mobiles looking for availability for services for any
repairs and maintenance
 Products availability in the shop varied from the location of the shop. Shops on the
inner side had cheaper brands
 For a large farmer, differentiating him from others was important and hence he
bought high priced products
 Younger generation was shy to come on camera while the middle aged and old
age people had no inhibitions to speak on camera.
 There were no cars in any of the three villages
 Each village had a community centre, 1-2 schools, but primary health care centre
could not be found
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 Patanjali is not a favoured brand in any category
 ₹5-₹10 price point is the most selling product range
 Preference given to long term usage rather than frequent change and chop
Product Major Available Finding

Brands
Mobile Smartphone - Oppo, Offline/Online purchase on recommendation
Vivo, Samsung, of village youth, 45+ aged people have majorly
Redmi featurephone
Feature phone –
Nokia, Spice,
Micromax, JioPhone
Chocolate All local brands No original brand, no brand loyalty, children
brought any attractive packaged chocolate
Shampoo Clinic Plus, Chik, Clinic Plus most sold, Only sachet sale
Pantene, Sunsilk,
Dove, Vatika
Surf Chattisgariya, Ghadi, Chattisgariya most selling brand followed by
Wheel Ghadi. People appreciate ghadi for quality but
Chattisgariya is brought for cheap price, ₹10
sachet of Ghadi and ₹50 (1.5 kg) of
Chattisgariya major selling
Bathing Soap Nima, Dettol, No1, No loyalty, people keep flipping based upon
Santoor availability, Dettol recognized for quality, ₹10
price point most sold
Fairness Fair and Lovely, Men’s Male and Female both buy Fair and Lovely
Cream Fair and Lovey, Fair cream. Men’s Fair and Lovely popular in
and Handsome school kids
Maggi/Noodles Yippe, Maggi Yippe and Maggi sales are neck to neck, ₹5
sachet
Tractors Mahindra, Powertrack Mahindra has almost 90% market
Bike Hero, Honda, Bajaj CD Deluxe is market leader, followed by
Splendor. 4-5 sports bike also found
Toothpaste Colgate, Close up, Close up gel is most sold, People are swayed
Patnaji by TV commercials
Mobile Airtel, Jio, Vodafone- Jio dominates in Cheriya while Airtel leads in
Network Idea Paunta
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Photos
Figure 1 – Sarpanch Office and house (Cheriya and Banjari)
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Figure 2 – Local Cloth washing Soap Brands
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Figure 3 – Local Surf Brand
Figure 4 – Community Building Cheriya
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Figure 5 – Wall Painting for anti-tobacco campaign
Figure 6 – Kuccha Road in Village
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Rural Research Report - Group 12 & Group 2

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Rural Marketing

Neyhal Menghani (18PGP107)

Prasad Rathi (18PGP238)

Objectives of the study

Methods and Techniques

2. What price & pack range do you sell?

3. Which brand/ company’s chocolates sell most & why?

4. Where do your customers come from?

a. What is their age/demographics? (Children, teen, adult, old)

b. Do they come in group or single?

5. When do you sell most in a month/year?

6. Do company/brand conduct any promotion programs here? At what frequency?

We visited the below places to conduct our primary research:

The objective of these visits was as below:

Product Major Available Finding

Figure 1 – Sarpanch Office and house (Cheriya and Banjari)

Figure 4 – Community Building Cheriya

Figure 6 – Kuccha Road in Village

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