Professional Documents
Culture Documents
Prior to 1980’s
Thompson Rural Market Index:
First comprehensive attempt to study rural market by Hindustan Thompson
Associates (HTA). This database provides information on market potential
value(MPV) of a particular district based on 26 variables viz. demographic variables,
occupational patterns ,agriculture based information etc. This tool was useful for
segmenting rural markets directly for agricultural inputs and durables but limited for
consumer durables and consumables. This tool provided information only up to
district level potential and not for individual villages.
1980-90’s
IRMA (Institute of Rural Management,Anand)was first to initiate a course on
rural marketing. It developed several case studies on rural consumers and
carried out research work on respondent bias, segmentation issues,
evolving nature of rural markets and market potential analysis.
Knowledge generation about rural markets was intensive but dissemination was
low.
Training materials, educational programmes,articles on rural issues started
developing.
In 21st Century
To adjust to the new demands of clients, market research agencies are trying to bring in
array of tools and techniques that could help clients gain new consumer insights.
Focus on" Predictive research” to provide consulting role in launch of new product,
designing new promotions etc based on study of consumer behavior.
Diff erences in Ur ban – Rural M ark et
Research
S Aspect Urban Rural
.No
.
1. Respondent Literate ,brand aware, individuals respond Semiliterate or illitereate,unaware of
s individually brands. difficult to get individuals
response. generally group response.
2. Time Willing to respond ,have time pressures Hesitant, But devotes time
,spare little time
3. Accessibility Easy to access, though many suffer from Tough to access; geographical and
research fatigue psychological apprehensions. do not
speak easily to outsiders.
4. Secondary Internal data, syndicate research, published Very few sources and less data
Data media and many sources.
Ensuring the support of opinion leader: Educate /influence the opinion leader
to gain support from respondents.
Being at right places: investigator can choose those places which are likely to be
visited by a good no. of people so that he can attain efficiency in data collection
like village choupal,retail outlets, fairs and haats.
Data collection Tools for Rural
markets
Different set of tools are required to conduct effective research in rural
markets. conducting research with typical 5 point or 7 point scales
used in urban context have not been found effective in rural context
b’coz it involves a complex understanding. Newer and effective
tools are being used for rural market like
a. Pictorial scales
Pictures of faces
Coloured wheel
Coins
Carom discs
Playing cards
Ladder
b. Simplified Scales
Conventional scales can be simplified to less complex 3 point scale.
Research Tools for Rural Market
Different tools have been developed by different market research organizations and
advertising agencies which could be used to analyze the market.
Semiotic analysis: developed by AC Nielson which studies association
people have with different signs and symbols. it can be used by advtg.
agencies to give a boost to their creatives and guides in choosing
appropriate colours, signs and symbols.
These consultancy organisations have a lot of experience of direct interface with the
rural consumers b’coz of variety of assignments they have handled on marketing
of FMCGs, consumer durables ,industrial, agri-inputs, services etc.
Anugrah-Madison Advertising
Creative Market Linkers
MART,New Delhi
O&M Rural Communication Network,New Delhi
Rural Relations
Sampark Marketing & Advertising Solutions
MART