Prepared

by: Jalpa
Chauhan
(1204)
Jaladhi
Patel (1237)

Dharamsinh Desai University,

Introduction

In country like India, where the 70% of the people live in rural area, the rural market holds a lot of
marketing potential. The improved agricultural growth is expected to boost rural demand, through not
at too sizzling a rate. Moreover, the price drop in personal products, after the recent excise duty
reductions, in also expected to drive consumption. “Better agricultural yields will give farmers more
spending power, making the rural markets bullish."

Rural inhabitants aren't a different species, but consumers as quirky and demanding of marketers as any
of their urban cousins. And just as eager to consume -- maybe even more so, given their access to
messages of consumption via TV, but lacking the easy access that makes urban consumer’s blasé. For
marketers the potential is huge -- a country waiting eagerly for their products, providing they can make
the effort to export inwards, and learn to play the games by rural rules. And if they don't, the chances
are that they will be left behind. Even with the minimal effort put in by companies so far, rural India now
accounts for majority, or near majority, consumption in many categories. -- Rural India is clearly not such
an area of darkness anymore, and as a further incentive to keep the lights on, remember that farmers
get electricity free!

Promotion of brands in rural markets requires the special measures. Due to the social and backward
condition the personal selling efforts have a challenging role to play in this regard. The word of mouth is
an important message carrier in rural areas. In fact the opinion leaders are the most influencing part of
promotion strategy of rural promotion efforts. Relevance of Mass Media is also a very important factor.
The strong Indian brands have strong brand equity, consumer demand-pull and efficient and dedicated
dealer network which have been created over a period of time.

The rural market has a grip of strong country shops, which affect the sale of various products in rural
market. The companies are trying to trigger growth in rural areas. They are identifying the fact that rural
people are now in the better position with disposable income. The low rate finance availability has also
increased the affordability of purchasing the costly products by the rural people. Marketer should
understand the price sensitivity of a consumer in a rural area. This research paper will be therefore an
attempt to study the brand promotion in the rural market and the overall potential of the rural market.
Branding correlates with Image Building in an organization vis-à-vis its products produced/services
rendered. In the vicinity of today's Marketing scenario along with advancement in technology, Brand
Management is the order of the day.

In the process of branding, the aspect of brand activation at ATL (above the level) and BTL (below the
level) makes a vital contribution for the marketing journey. To attain a safe platform in Brand activation,
the Marketing Managers pay attention and focus in a diligent manner on the value based credentials of
the users in the Marketing arena. A full-fledged dedicated team with multi focused thoughts only can do
the needful for the successful brand management. Good branding strikes a chord with viewers help
them relate with the product and reflect their aspirations.
Literature Review

Global Perspective

 Serving the World’s Poor, Profitably; by C. K. Prahalad and Allen Hammond, Harvard Business
Review. “Improving the lives of the billions of people at the bottom of the economic pyramid is a
noble endeavor. It can also be lucrative one.”

The business opportunities at the bottom of pyramid have not gone unnoticed. Over the last five
years, we have seen non-governmental organizations (NGOs), entrepreneurial start-ups, and a
handful of forward-thinking multinationals conduct vigorous experiments in poor communities.
Their experience is a proof of concept: Businesses can gain three important advantages by
serving the poor-a new source of revenue growth, greater efficiency, and access to innovation.

Strategies for Serving BOP markets

Certainly, succeeding in BOP markets requires multinationals to think creatively. The biggest
change, though, has to come in the attitudes and practices of the executives. Unless CEOs and
other business leaders confront their own perceptions, companies are unlikely to master the
challenges of BOP markets. The traditional workforce is so rigidly conditioned to operate in
higher-margin markets that, without formal training, it is unlikely to see the vast potential of the
BOP market. The most pressing need, then, is education. Perhaps MNCs should create the
equivalent of the Peace Corps: Having young managers send a couple of formative years in BOP
markets would open their eyes to the promise and the realities of doing business there.

 Strategic Innovation at the Base of the Economic Pyramid; Jamie Anderson, European School of
Management and Technology and Costas Markides, London Business School .

Strategic innovators that we have observed that have been able to deliver along these four
dimensions – affordability, acceptability, availability and awareness - have not only experienced
strong market-share and profit growth, but have also delivered life-enhancing products and
services to some of the world’s most needy consumers.
Indian Perspective

 Rural Marketing - A Critical Review; Dr. N. Rajendhiran (MBA, PhD)/ Mr. S. Saiganesh (MBA,
MA, M.Phil)/ Ms. P. Asha(MBA).

The success of a brand in the Indian rural market is as unpredictable as rain. It has always been
difficult to gauge the rural market. Many brands, which should have been successful, have failed
miserably. More often than not, people attribute rural market success to luck. Therefore,
marketers need to understand the social dynamics and attitude variations within each village
though nationally it follows a consistent pattern looking at the challenges and the opportunities
which rural markets offer to the marketers it can be said that the future is very promising for
those who can understand the dynamics of rural markets and exploit them to their best
advantage. A radical change in attitudes of marketers towards the vibrant and burgeoning rural
markets is called for, so they can successfully impress on the 230 million rural consumers spread
over approximately six hundred thousand villages in rural India.

 Branding in Rural Markets, by Sonali

The rural market has the opportunity for:

Low priced products can be more successful in rural markets because the low purchasing,
purchasing powers in rural markets.
(ii) Rural consumers have mostly homogeneous group with similar needs, economic conditions
and problems.
(iii) The rural markets can be worked with the different media environment as opposed to press,
film, radio and other urban centric media exposure.

 Brand Positioning in Rural Markets, by Dr. C. Chitra, Management Consultant, Madurai.

Rural branding bears quite different stand from urban branding. The first step towards rural
branding is to research and gain insight into the working of rural markets. Based on this
communication campaigns have to be developed with a lot of rural sensitivity.
Rural branding is attained by way of opting to a greater percentage of local media and a smaller
percentage of the mass media. Rural gatherings like temple festivals, melas, cinema halls and so
on can be used as venues to promote brands. Direct Marketing and events like road shows; film
shows, melas, street theatre can also be used to promote brands.
A well-planned rural branding campaign cannot just create brand awareness but help your
target relevant to your brand and promote sales. A long-term campaign will keep your brand at
the top-of-the-mind and build brand loyalty. So the brands are in safe hands.
 Tapping India’s Rural Market, Sara Huhmann.

With an approximate population of 700 million people, the rural Indian market is important for
multinational corporations to tap. Although rural Indians need to purchase consumer goods just
as their Western counterparts do, rural Indian consumers have a different set of needs that
must be met by both package and product. Spending time researching the rural Indian
consumer as well as the market before diving in can help to prevent unnecessary struggles and
failures. If the opportunity exists, partnering with an existing Indian company upon market entry
can provide several key advantages to a company.

 Brand Awarness in Rural Area - a Case Study of Fast Moving Consumer Goods in Chittor District
of AP, by B. Amarnath, Associate Professor, Department of Management Studies, Sri
Venkateshwara University, Tirupati and Vijayudu, Research Scholar, Department of
Management Studies, Sri Venkateshwara University, Tirupati.

Brand awareness refers to a consumer knowing of a brand's existence; at aggregate (brand)

level it refers to the proportion of consumers who know the brand.
"Extent to which a brand is recognized by potential customers and it's correctly associated with
a particular product, Expressed usually as a percentage of target market, brand awareness is the
primary goal of advertising in the early months or years of production.

 Potential of Rural Market- “Despite Challenges, rural India offers huge potential for retailers”
IndiaRetail Biz, October 8, 2007

Rural India, according to a research report prepared by international consultancy Ernst and
Young, accounts for 60% of the country‘s overall consumption amounting to Rs.9.135 lakh crore
($228 billion), reports IANS. The rural market, even for Fast Moving Consumer Goods, at
Rs.48,000 crore ($12 billion) in 2004, was bigger than the urban market. This apart, the urban-
rural wealth divide is also narrowing.

Almost all marketers and retailers agreeing on potential of rural India, barring a very few, have
found its physical and geographical expanse daunting. It is really a nightmare for any marketer
to address the needs of 600,000 plus villages spread over a geographical area of over 3.2 million
square kilometers, and that too hardly connected by all weather roads. Due to lack of scale and
diversity in buying behavior, marketers are also forced to not only create multilayered
distribution networks but also develop new packaging and price points. However, increasing
penetration of TV (specially after introduction of DTH), rebirth of radio (through FM), availability
of broadband internet, fast spread of mobile phones, and rural road development programs,
could in a short span of time may apart from improving infrastructure, bridge gaps in behavioral
patterns across the country. Teething problems notwithstanding, the future of the retail
industry, according to experts is bright. This is evident from IOC (Kisan Sewa Kendras), DCM
 (Hariyali), ITC (Chaupal Sagars and eChaupals), Muruguppa, Godrej, and Reliance Retail, Future
Group, and AV Birla Retail, among new retailers, becoming quite in the rural retailing space.

 Rural market for FMCG on upswing - By Business Standard

Ruchita Saxena / Mumbai December 27, 2007

For some FMCG categories, the penetration levels have remained stagnant over the past three
years. In others, the growth has been faster.
FMCG companies Hindustan Unilever and ITC have worked on increasing rural penetration
through corporate social responsibility projects such as Project Shakti and e-Choupal,
respectively. According to Vijay Sharma, head, Project Shakti, the growth in sales from the rural
market has been both in value and volume terms. Speaking about his experience of the rural
market, he said, ―Through Project Shakti, the company has been implementing programs that
aim at building the market by increasing usage of the categories it is present in. The key here is
to educate consumers about improving their lifestyle and our brands play a role in enabling this.
For example, Lifebuoy Swasthya Chetana is a rural health and hygiene educational program. Our
Shakti network is growing and the company expects to cover 600 million consumers across 5
lakh villages through one lakh Shakti entrepreneurs by 2010.

 Rural PR – Coca-Cola India

Annual Report Source: Anugrah Madison Advertising Pvt. Ltd

An eminent personality once asked a gathering - If you see a woman in a village milking a cow,
do you see an opportunity? Most did not reply and the ones who did reply, replied in the
negative. But that is exactly where Dr. Varghese Kurien saw an opportunity and it gave birth to
one of the most successful organizations of India – AMUL.
The success of a brand in the Indian rural market is as unpredictable as rain. It has always been
difficult to gauge the rural market. Many brands, which should have been successful, have failed
miserably. More often than not, people attribute rural market success to luck. Therefore,
companies need to understand the social dynamics and attitude variations within each village
though nationally it follows a consistent pattern. While the rural market certainly offers a big
attraction to marketers, it would be naive to think that any company can easily enter the market
and walk away with a sizable market share. Actually the market bristles with a variety of
problems.

An interesting example that can looked at is that of MRF Bullock Cart Tyres where the focus was
on educating farmers about the advantages of using Nylon tyres for bullock carts and building an
image for the MRF brand. MRF achieved this through a unique nylon cord-breaking contest with
real life pahalwans, thus effectively demonstrating the strength of MRF Bullock Cart Tyres. MRF
Bullock Cart Tyres became the Brand leader in the segment within three years of the launch
campaign and continues to lead the category with 35 per cent share of the market. Escorts &
Yamaha too focused on deeper penetration in the rural markets without relying on television or
 press advertisements but concentrating on a focused approach depending on geographical and
market parameters like fares, melas etc. Another example which can be quoted in this regard is
that of HLL's “Operation Bharat” to tap the rural markets. Under this operation it passed out
low–priced sample packets of its toothpaste, fairness cream, Clinic Plus shampoo, and Ponds
cream to twenty million households. Today, these brands have a flourishing market in rural
India. Thus, when looking at the challenges and the opportunities, which rural markets offer to
the marketers, it can be said that the future is very promising for those who can understand the
dynamics of rural markets and exploit them to their best advantage.

Some Prominent Success Stories

A) Philips India Ltd. - Electronic Entertainment Equipment

Objective - promote Phillips Electronic Entertainment products, viz., Stereos and CTVs, among
the rural population of Tamil Nadu. Communication Strategy - Based on information regarding
buyer behaviour 'Philips Super Shows' were conducted in five district headquarters with the
intention of motivating dealers as well as opinion leaders to generate word-of-mouth publicity,
as a first step. This was followed by extensive van operation in 5000+ population areas with
audience participation techniques for mouthing the brand, supported by mass media campaign
in regional press (district wise edition), rural cinemas, radio, wall painting and intensive
merchandising activities. Result - Between October '97 and January '98, Philips achieved a 61 per
cent growth in Audios, 28 per cent in Colour Televisions and a 7per cent growth in B&W TV over
sales of the corresponding period in 1996-97, in Tamil Nadu, in a sluggish consumer electronics
market. They were able to sustain the growth rate in the following year too.

B) Marico Industries - Parachute Coconut Oil Pouches

With the objective of creating awareness for Parachute Coconut Oil pouches in towns with less
than 20,000 population in Tamil Nadu, and in order to convert loose oil buyers into Parachute
pouch customers, Marico Industries launched a van campaign. The communication Strategy
focussed on getting women out of their homes to participate in the van campaign, which was
aimed exclusively for them and for the first time conducted by women. Result - A study by
Marico showed a 25per cent conversion from loose coconut oil usage to Parachute Pouch Pack,
post van campaign and a substantial increase in sales from the campaign areas.

C) Acc Limited - Acc Suraksha Cement

In a market dominated by graded cements in the semi urban/rural areas of Karnataka, ACC
Cement ventured out to establish the superiority of ACC Suraksha blended cement and build an
image of a Premium Cement for the brand. To reach the opinion leaders viz. Architects,
Engineers, Contractors, etc., the assistance of the regional local press was sought and other
Direct Marketing efforts such as field meetings with small groups of masons & customers were
used. Result - A post-campaign study initiated by ACC revealed tangible improvement in off-take
in the state of Karnataka and an extremely positive response from dealers, who believed that
the campaign helped in strengthening their hands.
FAST MOVING CONSUMER GOODS SECTOR
BACKGROUND

The FMCG sector has always been the cornerstone of the Indian economy. Although, the sector has
been in existence for quite a long time now, it began to take shape only during the last fifty years. To
date, the Indian FMCG industry suffers from a definitional dilemma. In fact, the industry is yet to
materialize in terms of definition and market size, among others. Generally, FMCG refers to consumer
non-durable goods required for frequent and daily use. The sector touches every aspect of human life.
Perhaps, defining an industry whose scope is so vast is not an easy job.

Post-reforms, the FMCG industry's growth has been hinging around the rural population which has
witnessed considerable rise in disposable incomes. Consequently, the rural markets have also been
witnessing strong competition in almost all the consumer product categories. Another reason which has
led to rise in this trend is that the saturation in urban markets has come in most of the consumer non-
durable goods categories i.e. the FMCG category. This has led to the industry players striving for greater
rural penetration as a future growth vehicle, the area which accounts for almost 70% of the total Indian
households.

The FMCG sector consists mainly of sub segments viz. a.) Personal care, b.) Oral care and c.) Household
products. This can be further sub-divided into oral care, soaps and detergents, beauty cosmetics, hair
care products, Health and Hygiene products, food and dairy-based products, cigarettes, and tea and
beverages. Of late, there seems to be a liberal approach towards branding of the companies/products as
FMCG; companies in businesses like paints (Asian Paints), adhesives (Fevicol) too are being labeled as
FMCG stocks in the stock market parlance.

So far, it has been dominating graph for the MNCs operating in the Indian FMCG industry. Domestic
companies are only now beginning to make their presence felt in the industry. It has taken tremendous
consumer insight for the FMCG players to reach where they are today. But, the journey seems to have
just now begun. The majority of the rural populace are yet to get access to the items of daily usage or
FMCG products like toothpastes, soaps and shampoos.
PILLARS OF FAST MOVING CONSUMER GOODS

The Fast Moving Consumer Goods (FMCG) business is built on two concrete pillars i.e. Brand and
Distribution. Now let us study the comprehensive conceptual coverage of these pillars and the other key
concepts of marketing.

1. MARKETING

2. ADVERTISING AND PROMOTION

3. MARKETING RESEARCH

4. BRANDING

5. DISTRIBUTION

6. MARKET SEGMENTATION AND POSITIONING

7. VALUATION OF THE BRANDS

FMCG CONSUMTION IN RURAL INDIA

In the Indian Rural market the rain gods still play with one's dreams. Weekly rural bazaar or haat, brim
over with din, bustle and transaction. This is where the real India resides. Telephone is kind of a luxury
here. Electricity, if at all, comes here only for short durations. And a delivery by road may take a very
long time.

However, things have started changing fast now. Thanks to the increasing level of literacy and media
explosion, the rural people are becoming conscious about their lifestyles and about their rights to live a
better life. Brand consciousness is also on the rise. This, together with increasing disposable income of
rural households, has made the rural population more demanding and choosier in their buying behavior
than ever before.

The rural India offers a huge market potential. A mere percent increase in India's rural income translates
to a Rs 10,000 crore of buying power. Nearly two-thirds of all middle-income households in the country
reside in rural India. And close to half of India's total buying potential lies in its villages. Thus for the
country's marketers, rural reach is on the rise and is fast becoming their most important route to
growth. Realizing this, Corporate India is now investing a sizeable portion of its marketing budget to
target the rural consumers.
INCREASING BRAND AWARENESS

In the rural families, studies indicate a slow but determined shift in the use of categories. There is a
remarkable improvement in the form of products used. For instance, households are upgrading from
indigenous teeth-cleaning ingredients to tooth powder and tooth-pastes, from traditional mosquito
repellant to coils and mats. There is also a visible shift from local and unbranded products to national
brands. They are also shifting from low-priced brands to premium brands.

(Source:http://www.etstrategicmarketing.com/smJune-July2/art6_1.htm)
FMCG CONSUMPTION

Organizations like Hindustan Lever Ltd., Nirma Chemical Works, Colgate Palmolive, Parle foods and
Malhotra Marketing have carved inroads into the heart of rural markets. Various categories of products
have been able to spread their tentacles deep into the rural market and achieved significant recognition
in the country households. And, in the process, the regional brands, local brands and the other
unbranded offerings got displaced by the leading brands.

Of the expenditure on consumer goods in rural household, approximately, 44% is on food articles such
as biscuits, tea, coffee and salt, 20% on toiletries, 13% on washing material, 10% on cosmetics, 4% on
OTC products and 9% on other consumables. A number of category products have established
themselves firmly in the rural households.

It is evident that in the villages low-priced brands are well accepted and one might feel that a larger
proportion of the purchases made in rural market can be attributed to local/ unbranded players.
Surprisingly, however, the unbranded/local component contributes to a substantial portion of the
volume of only a few of the highly penetrated categories.

Rural India is not averse to trying out the premium brands at high prices. A study indicated that a
majority of the premium brand users are using the brand for the first time. Similarly 0.9% of the talcum
powder-using families have started using Denim talc and 0.7% of the shampoo using households started
using Pantene. Surveys also reveal that trials are not restricted to the more affluent echelon of the
villages. The experimenting households are more-or-less evenly spread across the various socio-
economic clusters of the rural market. This should further encourage the marketers to focus their
attention on rural buyers.

The rural youths are more open to fresh concepts as against their elderly family members. Their
difference in choice of products/brands with the seniors of the households often leads to a “dual usage”
of product categories. As an instance, 20% of the households using tooth powder also use tooth paste.
Similarly, many of the households using premium brands also use mass market brands. For example,
while 15% of Surf and 12% of Ariel using families also use Nirma detergent, 3% of Denim users use
Pond's Dreamflower talc and 18% of Pantene using households use Clinic shampoo as well.
RURAL MEDIA

Urban consumers shop daily and have 365 opportunities a year to switch brands while the rural
customers who buy their goods in weekly haats have only 54 opportunities. Attempts to reach rural
buyers, even once during the cycle to ensure repeat purchase, make point of purchase advertising
indispensable. This requires a significant reorientation in the allocation of funds across media for Indian
rural market. For example, outdoor advertising accounts for over 7% of all media expenditures in India,
while it only accounts for 0.8% in the USA.

Rural buyers living in fragmented small groups distributed across vast distances have limited access to
the media. Also, the existence of a multiplicity of languages and varying level of illiteracy complicates
the task of communication. To overcome some of these challenges, Hindustan Unilever pioneered the
concept of video vans which travel from village to village screening films in the local language with
advertisements for Hindustan Unilever's products. The company also provides product usage
demonstrations to the audience as written instructions on the pack may be illegible to the consumers
who are either illiterate or do not understand the dialect at all.

Where mass media is used, variability at times, back fire. On re-entering India in the 1990s, Coca Cola
decided to reinvest massively on a TV advertising campaign of slick commercials, rich in color. But the
effect was somewhere lost because almost 60% of all TVs were still black and white.

However, in the recent past, the improvement in terms of technology has allowed the cable and satellite
networks to increase their reach across the Indian countryside thus exposing a rural consumer to a
lifestyle that was beyond his imaginable dreams. And this increasing awareness has led to a noteworthy
change in his buying behavior and consumption patterns.

While the urban Indian market is getting increasingly competitive and saturated, the Indian rural market
is blooming with increasing disposable incomes of the households, thus promising a far better scope for
growth for the marketers of FMCG products. Hence, with the shifting dynamics of the present market
situation, now it is the turn of the rural consumers to dictate the terms to the manufacturers. And this
reinforces the need for marketers to formulate a well-designed strategy to enter and exploit the huge
potential offered by the Indian rural market.

(Source: http://www.etstrategicmarketing.com/smJune-July2/art6_2.htm)
THE 4A APPROACH

The rural market may be showing great potential but it is not without its problems. The various
challenges faced by the marketers’ are-

AVAILABILITY

Indian rural market is very large. So in order to make a pan India presence marketing activities have to
be undertaken on a very big scale. Thus the first challenge is to make available your product to the
masses. Adding to the problem is the poor condition of the rural roads.

AFFORDABILITY

The other challenge is that of affordability. The rural market is characterized by low income levels with
huge inequality in distribution. Thus the companies have to focus on low cost production techniques and
marketing products that offer value for money.

ACCEPTABILITY

Special products have to be crafted for the rural areas keeping in mind their unique needs. Products
successful in the urban areas are not necessarily successful in rural India. Thus the third challenge is to
craft products acceptable by the rural masses.

AWARENESS

Another challenge is of spreading awareness about your product. Since media is not very active in rural
areas, it poses a grave challenge for these companies to market their products. Thus the companies
have to look for alternative ways of promoting their products rather than the conventional channels.
RECOMMENDED STRATEGIES FOR RURAL MARKETING

The past practices of treating rural markets as appendages of the urban market is not correct, since rural
markets have their own independent existence, and if cultivated well could turn into a generator of
profit for the marketers. But the rural markets can be exploited by ruralising them, rather than treating
them as convenient extensions of the urban market.

The focus should be on infecting marketing culture into the villages. The educated unemployed youth in
the villages could be trained to carry out this mission.

1. DECENTRALISING RURAL MARKETS

Decentralizing the Rural Market by detaching it from the urban bases. A give-and-take two-way
approach should replace the present one-way exploitation of the rural market.

2. SELECTION OF THE SALESMAN

The salesman in rural markets should be selected from the educated unemployed villagers, trained well
and appointed as salesmen. The town-to-villages shuttling salesmen are to be replaced by stationary
salesman in villages."

3. EDUCATE THE VILLAGERS

Companies should also adequately concentrate on educating the villagers to save them from spurious
goods and services.

4. NEW PRODUCTS MARKET

Rural markets are laggards in picking up new products. This will help the companies to phase their
marketing efforts. This will also help to sell inventories of products out dated in urban markets.
Research Methodology

Problem Statement

70% of the Indian live in rural areas. It is a heterogeneous market with much potential. Various
companies could take this opportunity to float their products in this huge market by understanding it
appropriately. This exploratory research would try to find the gap and tap this market through
appropriate means.

Rationale for Study

Indian rural market has great demand and offers great opportunities to marketers. 2/3 of the population
lives in rural India and half of the income is generated from here. Use of television, refrigerator and air
conditioners booming up.

"The rural market is growing faster than urban India now," says Venugopal Dhoot, chairman of the Rs
989 -crore(Rs billion) Videocon Appliances. "The urban market is a replacement and up gradation market
today," adds Samsung's director, marketing, Ravinder Zutshi.

Objective of Study

1) To analyze the present promotion strategy of rural brands (FMCG) in rural markets.

a. To study the modes of communications used and their effectiveness.

b. To find out the role of promotion in rural sales.

c. To find out the promotional strategies of different players in the market.

2) To measure the success of rural marketing campaign of the brands in terms of consumer
appreciation.

a. To study the determinants of specification factors which decide the success of rural
promotion strategy.

3) To evaluate the effects of adopting the specific brand ambassadors in the rural marketing context.

4) To analyze the market opportunity and potential for existing and new entrants in the rural market.

a. To find the growth of rural market over a period of 5 yrs.

 b. To find the behavioral changes in the rural consumers.

Collection of data

Primary Data: Structured interview

Secondary Data: Govt. websites and other websites regarding promotion of product.

Sampling Technique : Simple Random Sampling, Convenience Sampling

Sample Size : Approx. 150 respondents from rural areas of Anand, Kheda and Vadodara district

Research Methodology : Descriptive research

Research Instrument : Factor Analysis

Questionnaire

1) What are the modes of communications used?

a) Print medium b) Electronic medium c) Campaigns/Melas d) Direct Contact

2) What are the modes in print medium?

a) Posters/Banners b) Newspapers c) Magazines d) Pamphlets

3) What are the modes in electronic medium?

a) Radio b) TV c) Mobile (SMS) d) Internet

4) What are the modes used in campaigns?

a) Road shows b) Movies c) Speech d) Demonstration

5) What are the modes used in Direct Contact?

a) Literature b) Speech c) Success Example d) Demonstration

6) Rate the modes used by the companies

i)

ii)

iii)

7) Reason for Rank i

8) Do you like promotional activities?

a) Yes b) No c) Can't Say

9) Have you bought anything due to PR?

a) Yes b) No c) Can't say

10) Which products have you purchased?

a)

b)

c)

d)

e)

11) Do you think promotions are required?

a) Yes b) No c) Can't say

12) Please give three benefits of promotions?

a)

b)

c)

13) Please give three demerits of promotions?

a)

b)

c)

14) Which kinds of products are highly promoted?

a) FMCG b) Durable c) Agri Inputs

15) Do all the companies have similar promotions?

a) Yes b) No c) Can't say

16) What do promotions focus on?

a) Price b) Utility c) Need

d) Brand Ambassador e) Competitors

17) Which parameter of promotion do you rate the best?

i)

ii)

iii)

18) Please give reason for rank 1

19) Which is the most important factor for making the promotion a success?

20) Do you know the brand ambassador for any product?

a) Yes b) No c) Can't say

21) Please specify three rand ambassadors and the brands they endorse?

a)

b)

c)

22) Does any brand ambassador help in making the puchase?

a) Yes b) No c) Can't say

23) Please explain how?

24) Has rural market behavior developed due to promotions and branding?

a) Yes b) No c) Can't say

25) What factor contributes to this development?

a) More Information b) High Awareness c) Competition

d) Availability e) Any Other

Name:

Age:

No. of members in family: