Rural Market Research.pptx

Rural marketing research

Definition of market research • The systematic gathering, recording and analysing of data about problems related to marketing of goods and services. Two types of research approach 1. Reactive approach – the organisation do not conduct research but follow what others do and see it as a way to keep up with competition. 2. Proactive approach –the organisations anticipate developments in the market and introduce new ideas and methods to exploit opportunities or to minimise problems so as to get ahead of competition.

Marketing research process 1. 2. 3. 4. 5. 6. 7.

Defining a research problem. Finalising a research design Developing a research hypothesis Planning the research methodology Data collection Data analysis Conclusion and recommendations

Sources of data • Primary data –original information collected first hand through field survey, questionnaires, group discussions, experimenting, etc. • Secondary data –use of already published data by government organisations, research institutes, consultancy organisations, etc.

Data collection approaches in rural areas 1. Ensuring the support of rural leader 2. Behaving so as to be liked by rural people 3. Being at the right places – village choupal, retail outlets, fairs, Haats.

Data collection tools for rural market • • • • • •

Pictorial scale Coloured wheel Coins Carom discs Playing cards Simplified scales

Research tools for market • • • • • •

Semiotic analysis Customer eQ Advanced Tracking Programme (ATP) Consumer ID Lincompass Mapping Software - ARCVIEW

Limitations and challenges in rural marketing research • • • • • • •

Nature of rural market Paucity of rural marketing research budget Lack of uniformity in secondary data Accessibility Lack of facilities in rural areas Comprehension of research tools Sensitivity of rural people

Role of rural marketing consultancy agencies • • • •

Anugrah Madison (Chennai) MART (Delhi) Rural Relations (Pune) Sampark (Mumbai)