RURAL MARKETING - 4

RURAL & URBAN MARKETS :

COMPARATIVE ANALYSIS
DIFFERENTIATING FACTORS : RURAL & URBAN
MARKETS

PECULIARITY OF RURAL MARKETS

CONSUMER BEHAVIOUR COMPARISON : RURAL &

URBAN
DIFFERENTIATING PARAMETERS
INFRASTRUCTURE

INCOME

LIFESTYLE

INTERACTION
DIFFERENTITATING FACTORS
SOCIO - CULTURAL BACKGROUND

ACCESSIBILITY

RURAL SALES PROMOTION

NATURE OF COMPETITION
MEDIA REACH AND HABIT
COMPARISON – 2005
REACH OF MEDIA URBAN : RURAL PENETRATION

TV SETS / 1000 INDIVIDUALS 146: 61

PRESS 3:1

TELEVISION 2:1

SATELLITE TELEVISION 5:1

CINEMA 2:1

INTERNET 27:1

RADIO 1.3:1
MEDIA HABITS : RURAL & URBAN
TV VIEWING
 FEMALE VIEWING - 39% U 28 % R
 SATELLITE VIEWING- 20 % U 2% R
 NEWSPAPERREADERSHIP – 40% U 32% R
CINEMA HABITS
 GOING TO CINEMA - 54 % U 43% R
 ONCE A MONTH - 12 % U 11% R
RADIO LISTENING
 RADIO - 25 % U 36% R
 AIR - 18% U 26% R
 VIVIDH BHARTI - 15 % U 23 & R
CONSUMER BEHAVIOUR : RURAL &
URBAN
NEED BASED BUYER BEHAVIOUR

CONSCIOUS DECISION MAKING

VALUE FOR MONEY

CONSESUS DECISION MAKING

CONSUMER BEHAVIOUR : RURAL &
URBAN
INNATE RESISTANCE TO CHANGE

LIFESTYLE AND PRODUCT USAGE

ENVIORNMENT

PECEPTION : MARKETING STIMULI

BRAND CONSCIOUSNESS
CONSUMER BEHAVIOUR : RURAL &
URBAN
BRAND LOYALTY

QUALITY CONSCIOUSNESS

RISING ASPIRANTS

INNOVATIVE USE OF PRODUCTS

EMPIRICAL EVIDENCE
PROPENSITY OF COMPREHENSION

IMPLICIT NATURE OF COMMERCIALS

SIMPLICITY – AVOIDING A GAP