Influence of Marketers Efforts on Rural Consumers and Their Mindset: A Case Study of Haryana

Sanjeev Kumar* and V K Bishnoi**

The impact of marketing goes beyond mere selling the products to intended consumers. We see a huge thrust by marketers into rural markets triggered by saturating urban markets and huge rural potential very much reflected in growing demand. This upsurge in rural demand has its genesis in peoples recognition of their otherwise latent needs brought to their consciousness largely by the marketers efforts, and their own increased interaction riding on the growing reach of media, of course apart from increased purchasing power. Marketers are seeking fresh challenges and coming in a big way to attract this large and relatively untapped market. Newer variety of products specially designed for these markets, price cuts, lucrative schemes, appealing advertisements and logistical support by way of e-choupals and rural malls have affected rural consumers in ways difficult to measure. The present study aims at finding how marketers efforts have influenced the rural mindset regarding the products, their own self and society. Influenced by Sir Theodore Levitts dictum that marketing is a creation and delivery of standard of living no student of marketing would feel satisfied unless and until s/he got a feel whether the efforts of marketers in terms of products they manufacture are having a positive impact on society in general and consumer in particular. With this in mind the researchers tried to gauge the social impact of marketing, with the objective of studying the perception of rural consumers regarding the impact of consumer durable on their life; impact of the advertisements on consumers attitude and brand choice; impact of marketers efforts in building aspirations regarding future products and brands; and rural consumers perception regarding the impact of marketing on society.

Introduction
Marketing by a lay person is often seen as profit making gimmick and truly so if seen outwardly, as it is the only managerial activity that brings revenue by translating potentialities into demand. Marketing has transformed the nature and dynamics of business so much that it has taken precedence over the process of production. Yet in the process, the economic value it adds, social change it brings, and psychological satisfaction it creates is often overlooked. While converting peoples needs and desires into viable physical products and services and designing the strategy to sell them, it creates a great impact on the mindset of its targeted consumers in terms of their perception regarding products and their own self. The recent thrust of marketers into rural markets, triggered by saturating urban markets and huge rural potential very much reflected in growing demand, has created an uproar into these markets. Rural market has been growing steadily over the years and is
* Senior Lecturer, Haryana School of Business, Guru Jambheshwar University, Hisar, India. E-mail: sanjeev_aseem@yahoo.com * * Reader, Haryana School of Business, Guru Jambheshwar University, Hisar, India. E-mail: bishonoivk@yahoo.com 282007 The Icfai University Press. All Rights Reserved. The Icfai Journal of Brand Management, Vol. IV No. 4, 2007 ,

now bigger than the urban market for fast moving consumer goods (53% share of the total market) (Balakrishna and Sidharth, 2004). The same can be noticed from the simple fact that the money available to spend on Fast Moving Consumer Goods (FMCG) products by urban India is Rs. 49,500 cr as against is Rs. 63,500 cr in rural India (Prahalad, 2000; and Kannan, 2001). As literacy rate has improved rural consumers they have become more aware of product offerings, and the demand for products as well as the discriminatory nature of purchasers have increased. Today they are equipped with the potent tool of information and seek more knowledge about the product, its features and its uses. Media exposure, education levels and many other factors come into play when we describe the reasons behind it. The rural consumers have matured enough to understand the communication developed for the urban markets, especially with reference to FMCG products. These people may not be literate in the true sense but they know what is happening around the world because of communication explosion. Marketers are forever seeking fresh challenges and exploring for more and more clientele to be drawn into their sphere of influence. They are coming in a big way to attract this large and relatively untapped market. Newer variety of products specially designed for these markets, price cuts, lucrative schemes, appealing advertisements and logistical support by way of e-choupals and rural malls have affected rural consumers in ways difficult to measure. For example, An Indian farmer in jeans while going through daily chores is no more a surprise now. The recent upsurge in rural demand has its genesis in peoples recognition of their otherwise latent needs brought to their consciousness largely by the marketers efforts, and their own increased interaction riding on the growing reach of media, of course apart from increased purchasing power. So, rural India is not so rural now. At least, many of the clichs one associates with rural like largely poor, illiterate, gullible, agrariandont hold good anymore. There are the developed rural areas, the developing rural areas and the underdeveloped rural areas. Same is true for Haryana. A new prosperity is sprouting in Haryana, with millions entering the pressure cooker and television-owning class and thousands becoming owners of premium tractors and multiple sedans. According to the National Council for Applied Economic Research (Jain, 2004), rural dwellers in Haryana are nearly twice as likely to be millionaires as city dwellers in Bangalore, the high technology hub. Multinational corporations, from Coca-Cola to Nokia, appear to be increasingly keen to enter in Haryana Villages. The present study aims at finding how marketers efforts have influenced rural mindset regarding the products, their own self and society. Reminded of Sir Theodore Levitt on marketing as its being a creation and delivery of standard of living, the researchers tried to gauge into the social impact of marketing, with specific objectives in mind.

Literature Review
Due to globalization, economic liberalization, IT revolution, and improving infrastructure, middle class rural India today has more disposable income than urban India (Bhatia, 2000). Prosperity has come to villages by way of shifts from agriculture to horticulture and floriculture, culminating in exports, which in turn have influenced literacy rates, social
Influence of Marketers Efforts on Rural Consumers and Their Mindset: A Case Study of Haryana 29

interaction patterns, mobility and exposure. Many companies would like to penetrate rural India, for the simple reasons population (around 630 million live in semi-urban and rural India) and loyalty, which become scarce phenomena in urban India as many substitutes available at the disposal of end users. A rural consumer is brand loyal and understands symbols better. The rural audience has matured enough to understand the communication developed for the urban markets, especially with reference to FMCG products (Kannan, 2001). Apart from that villagers today are also very open to change, to try new things, especially when they hold a promise. Today, the ultra bright shine of Colgate or some other international brand of toothpaste holds more appeal than the traditional methods of cleaning teeth (Bhatia, 2000). The rural market is quite different in terms of the price-value equation, product usage pattern and service coordinates because the meaning of convenience differs with market segments (Sivakumar, 2002). Many companies take different routes to reach rural consumers, FMCG used the weapon of sachets to modify and motivate rural consumers to try their products and it is reaping, as the recent survey clearly indicates that 80% of the companies revenue comes from small stock keeping units (Kannan, 2001). Sachets and miniature packs, like shampoo sachets priced at Re. 1 and Rs. 2 or toothpaste at Rs. 10, have become the order of the day in hinterland India needs of rural consumers who cannot buy larger sizes and help improve market penetration (www.business-standard.com 2003), and provide an affordable price for rural consumers who want to try new products. Various promotional activities, which Philips plans to initiate include a series of on-ground activities such as point of sale material at retailers counters, road-shows, mobile vans with Philips products on display and games, innovative tactics like advertising on inland letter forms or postcards (a popular form of communication in rural areas) and sponsorship of local events, among other things (Kaushik, 2002). Events like different festivals and different games and sports competitions actually have a high participation level in the rural India as other sources of entertainment have a very less in those areas. Different brands sponsor different events and shows in villages, which are actually a cost-effective way to advertise with the participatory strategy (Kanjilal et al., 2005). Advertisements touching the emotions of the rural folks could drive a quantum jump in sales. Marketers would do well to first understand this and then design and launch products accordingly (Thakker and Bhagag, 2000). While rural markets present a great opportunity to companies, they also impose major challenges. The unique features of rural India call for special attention and thus, subsequent changes in the application of marketing concepts. If the Indian advertising industry is to tap rural India, it has to be firmly grounded in rural perception, values and traditions. It has to draw itself in local colors and modes of communication to make it relevant to the rural masses. It has to gain the trust of the masses by undercutting existing dependency on conventional advertisement on the one hand and deceptive and manipulative claims on the other hand (Kanjilal et al., 2005). Another significant challenge for companies that market and sell products in rural areas is to be aware of (and respond accordingly to) various social and cultural variations that exist throughout the many regions of India (Gupta, 2003). There is a need to understand what appeals to urban customers may not be appropriate for their rural counterparts owing to their different lifestyle so one has to be sensitive to the customers
30 The Icfai Journal of Brand Management, Vol. IV No. 4, 2007 ,

cultural and socioeconomic environment. Buying decisions are highly influenced by social customs, traditions and beliefs in the rural markets. Due to the increase in literacy rate and the penetration of conventional media, the perception and attitude of the rural consumer is changing, moving towards proper consumerism. Not only this, attitude and consumption habits of rural consumers are also changing and becoming more modern in an urban sense (Kanjilal et al., 2005). Marketers need to understand the psyche of the rural consumers and then act accordingly. The companies should not treat rural markets as a dumping ground for lower end products designed for an urban audience. Instead they should use their technological expertise to create specific products for the rural economy (Thakker and Bhagag, 2000). The companies that have done this (e.g., Hindustan Levers and Nestle) have benefited tremendously. With this background the present paper aims at tracing as to how marketing has touched the lives of rural people, which specifically have been touched very little by academia.

Objectives of the Study

Here are the objectives of the study.

Perception of rural consumers regarding the impact of consumer durable on

their life;

Impact of the advertisements on consumers attitude and brand choice.; Impact of marketers efforts in building aspirations regarding future products and
brands; and

Rural consumers perception regarding the impact of marketing on society. Methodology

The present research being exploratory-cum-descriptive in nature mainly depends upon the primary sources of information, which have been collected, with the help of structured questionnaire, and unstructured interview to uncover the deeper psyche wherever required. For this purpose, the universe comprised the entire rural Haryana i.e., all the villagers. Since, it was not feasible to study the entire Haryana; the researcher drew a sample. To make the sample representative, researcher divided the entire Haryana into four zones as divided by the Government of Haryana on the administrative basis. Two districts from each zone were chosen at random and further two blocks were randomly chosen from each district, which were divided into two categories i.e., near to the city and far away-on the basis of distance where nearness is defined as less than 20 km. Thereafter from each block two villages were selected at random, and from each village from 5 to 10% households were surveyed. This totaled 500 respondents in all, which was collected during the period ranging from March, 2003 to August, 2005. In the entire survey, 32 villages were covered out of 16 blocks from 8 districts. Then the data have been analyzed with the help of simple percentage techniques, ranking methods and, coefficient of correlation.

Since the present paper has been designed out of Doctoral Thesis and a research project which is still continuing, so the information has been drawn out of questionnaire designed for the purpose.(the questions used in this paper is given in Annexure 1). 31

Influence of Marketers Efforts on Rural Consumers and Their Mindset: A Case Study of Haryana

Discussion
Impact of Modern Consumer Durables on Life of People and Society
No student of marketing would have felt satisfied unless and until he or she gets a feel whether the efforts of marketers in terms of products they manufacture are having a positive impact on society in general and consumer in particular. The following analysis brings out the clear picture.
Table 1: Impact of Consumer Durables on the Life of People and Society
Impact of Consumer Durables Products made life easy Improved standard of living Required Products have become a fashion Made people feel important and happy Add to social status Improve efficiency Necessity in modern time Family members happiness Dream come true Brought positivism in life Waste of money Show-off Note: Figures in parentheses denote percentages. Source: Primary Survey. Disagree 15 16 (3.2) (3.4) Agree 417 (89.7) 419 (90.1) 278 (59.8) 239 (51.4) 369 (79.4) 326 (70.0) 305 (65.6) 339 (72.9) 391 (84.0) 263 (56.6) 287 (61.7) 54 (11.6) 86 (18.5)

53 (11.4) 118 (25.4) 20 25 19 07 37 (4.3) (5.4) (4.1) (1.5) (8.0) 54 (11.6)

93 (20.0) 343 (73.7) 233 (50.1)

Table 1 brings forth an interesting finding that respondents were almost unanimous in their opinion regarding these products having a positive impact as 89.7% agreed that these products have made life easy. 90.1% respondents believed that they have improved the standard of living. About 79.4% believed that people have become happier and felt important having bought these products. And 70% agreed that these products add social status to their life. Where as 65.6% agreed for these products having an impact on efficiency, 72.9% were having an opinion that these products have become a necessity in modern time, and 84% respondents were of the view that these products have become instrumental in the happiness of the family members. About 61.7% believed that these products have brought positivity in life. For 56.6% respondents, buying these products were like a dream coming true. And 59.8% respondents held the opinion that these products are purchased out of requirement. However, there was sizeable percentage of respondents believing (51.4%) that people purchase these products out of fashion, though very little percentage of respondents agreed for it being a waste of money (11.6%) and only 18.5% agreed that they are being show-off. In totality it is very easy to draw out an inference that these products have had a very high degree of positive impact on the lives of respondents with a very little exception.
32 The Icfai Journal of Brand Management, Vol. IV No. 4, 2007 ,

To look into the future, respondents were asked about the products and brands they were looking forward to buy in near future if the prices were lowered. Furthermore, they were asked what other products they were planning to buy and what brands are under consideration in near future. Looking at the Tables 2 and 3 it can be inferred out as to how rural consumers were looking forward to future and what types of products they were aspiring for and what brands were in their good books. Looking at Tables 2 and 3, it can be said that rural consumers were aspiring for and looking forward to buy variety of products and brands if somehow they can get them on lowered prices. The list included a variety of products from high end sophisticated products like laptops, cars, air-conditioners, computers, and DVD players to family utility products like washing machines, two-wheelers, and refrigerators.

Table 2: Willingness to Purchase Products on Lowered Price

Products Air-conditioner Car CD player Computer Color TV DVD player Fan Invertors Laptop LPG Mobile phone Refrigerator Tractor Truck Two-wheeler VCD player Washing machine Cant say Total Frequency 05 80 01 23 53 01 01 01 02 03 08 56 01 01 63 01 35 130 465 Source: Primary Data. Percent 01.10 17.20 00.22 04.95 11.40 00.22 00.22 00.22 00.43 00.65 01.72 12.00 00.22 00.22 13.55 00.22 07.53 28.00 100.00

Leading the list of products aspired for was car with 17.2% of respondents looking forward to buy it. And among the brands of cars, Maruti was the leading with 57 respondents (12% in all), followed by Tata Indica with 11 respondents (2.4%) and Santro with 4 respondents (0.9%). Next in the wish list was two-wheeler with 13.5% respondents and Hero Honda lead among the brands with 36 respondents (8% of all respondents) followed by TVS and Bajaj with 9 and 8 respondents respectively. Refrigerator was third on the list with 12% respondents and then Color TV (11.4%), and washing machine (7.5%). Among the brands for these goods, LG was the most favorite with 83 respondents (18%), followed by Godrej with 11 respondents, Samsung with 10, Onida with 4, Kelvinator with 3, Akai with 2 and Electrolux, Panasonic and Philips with 1 respondent each. A sizeable number of respondents (5%) were aspiring to buy computers of brands like HP Compaq, IBM and Wipro in near future and a few more were looking for Mobile Phone of Nokia, Air-Conditioner, laptop, DVD and CD player, etc. High utility products like truck, tractor, and invertors were also in reckoning of rural consumers. In total, there were 28% respondents who didnt respond to this query, remaining 72% were looking forward to buy one or the other product in near future. This quite conclusively speaks that rural consumers were not only aware of multiple sophisticated products and brands but were also looking forward to buy these products if prices were lowered.
Influence of Marketers Efforts on Rural Consumers and Their Mindset: A Case Study of Haryana 33

Table 3: Brands Consumer Willing to Purchase on Lowered Price

Models of Brand Frequency Percent Nokia 6600 1 0.22 Nokia 6 1.30 Color TV Akai 2 0.43 Any brand 18 3.90 BPL 6 1.30 Onida 4 0.90 Panasonic 1 0.22 Philips 1 0.22 Sansui 1 0.22 Sony 2 0.43 T-series 1 0.22 Two-Wheeler Bajaj (08) Bajaj CT 100 1 0.22 Bajaj Boxer 3 0.65 Bajaj Pulsar 4 0.90 Bullet Bullet Electra 4 0.90 Hero-Honda (36) CD 100 23 4.95 Ambition 1 0.22 CBZ 1 0.22 Splendor 11 2.36 LML Freedom 2 0.43 TVS (09) TVS 4 0.90 Victor 5 1.10 Refrigerator Electrolux 1 0.22 Godrej 11 2.36 Kelvinator 3 0.65 Any brand refrigerator 4 0.90 LG* 83 17.84 Samsung* 10 2.10 Videocon* 24 5.20 Computer HP compaq 7 1.50 IBM computer 2 0.43 Computer with Intel 3 0.64 Wipro 1 0.22 Car Tata Indica 11 2.40 Maruti Suzuki (57) Maruti 800 46 9.90 Alto 7 1.50 Omani Van 1 0.22 Zen 3 0.65 Hyundai Santro 4 0.90 Su-cam 1 0.22 Farm Track 1 0.22 Titan 1 0.22 Cant Say** 139 29.90 Total 465 100.00 Note: * Includes refrigerators, color TVs and washing machines; ** The difference in frequency of products and brands preferred is due to no preference for brands in few cases. Source: Primary Survey.
34 The Icfai Journal of Brand Management, Vol. IV No. 4, 2007 ,

Product Category Brands Cell Phones Nokia (07)

Table 4 tells that in all 69.5% respondents were Table 4: Plans to Purchase planning to buy consumer durable products in near Consumer Durables in Near Future* Frequency Percent future. This speaks of level of aspiration among Response rural consumers and existence of a huge market Yes 323 69.5 which is unfolding itself with each passing day. It No 142 30.5 indicates good days in store for marketers and Total 465 100.0 economy. Note: * Near future here refers to as within six months. If anything to go by the studies of the Center for Source: Primary Survey. Monitoring Indian Economy (CMIE) significant rise can be noticed in sales of urban kitchen gadgets Table 5: Product Planning such as refrigerators, mixer-grinders and pressure to Buy in Near Future* cookers in rural market. The rural market accounts Products Frequency Percent for half of the total market for TV, fan, pressure Car 76 16.34 cooker, bicycle, washing soap, blades, tea, salt CD player 3 0.64 and toothpowder. Television is the most sought Computer 21 4.52 after consumer item in rural India followed 48 10.32 by two-wheelers. Gradually, they are moving to CTV 1 0.22 small cars like Maruti and thats what Maruti is Diesel engine Jeep 1 0.22 trying to exploit (Kaura and Choudhury, 2003). Table 5 studies the future plans of respondents 1 0.22 regarding products they were planning to buy. In all Laptop 3 0.64 70% respondents were planning to buy some LPG Mobile phone 10 2.10 consumer durables in near future, speaking big on 53 11.40 aspirations of rural peoples. The results are not Refrigerator much different from our earlier analysis of Tables 2 Tractor 13 2.80 and 3 regarding respondents willingness to buy on Truck 1 0.22 lowered price. Car was the most aspired for product Two-wheeler 46 9.90 that rural consumers were found planning to buy in VCD player 1 0.22 near future (16.34% respondents) followed Washing machine 42 9.00 by refrigerator (11.4%). Color TV (10.3%), Cant say 140 30.00 Two-wheeler (9.9%) and Washing Machine (9.0%). 465 100.00 Computers (4.5% respondents) and Mobile Phones Total Note: * Near future here refers to as within (2.1%) were other important products that rural six months. consumers were looking forward to in a big way. Source: Primary Survey. Apart from them Tractors, Invertors and VCD players were other utility products that rural consumers are planning for. So, rural markets are likely to unfold in a big way. It can be ascertained from the Table 6 that rural consumers were going to buy well established brands of durable products. In case of car, Maruti was their first preference followed by Hero-Honda as far as bikes were concerned. Regarding mobile phones, it seems to be the Nokias monopoly. LG and Samsung are going to enjoy in the TV market in the days to come, whereas, Godrej and Videocon were likely to be the choice for refrigerators. So, overall it can be inferred that besides well-established brands rural consumers will not be hesitating in acquiring some newly emerging brands, like LG, Samsung, and Electrolux.
Influence of Marketers Efforts on Rural Consumers and Their Mindset: A Case Study of Haryana 35

Invertors

1.10

Table 6: Brand Planning to Buy in Near Future

Products Car** (72) Brands Maruti Suzuki (48) Models of Brand Maruti 800 Alto Zen Santro Bajaj CT 100 Boxer Pulsar Electra Freedom TVS Victor CD 100 Splendor Frequency 40 6 2 16 6 2 1 1 4 1 1 5 16 10 5 1 1 4 1 10 4 5 76 12 22 7 2 1 1 4 2 7 1 1 1 9 1 1 175 465 Percent 8.60 1.30 0.43 3.40 1.30 0.43 0.22 0.22 0.90 0.22 0.22 1.10 3.50 2.10 1.10 0.22 0.22 0.90 0.22 2.10 0.90 1.10 16.30 2.60 4.70 1.50 0.43 0.22 0.22 0.90 0.43 1.50 0.22 0.22 0.22 1.94 0.22 0.22 37.63 100.00

Two-Wheeler** (41)

Tata Indica Hyundai Bajaj (04)

Bullet LML TVS (06) Hero-Honda (26) Color TVs** BPL Onida Panasonic Sony Electrolux Godrej Kelvinator Whirlpool

Refrigerator**

LG* Samsung* Videocon* Computer

Utility Vehicle

HP Compaq IBM Computer with Intel Mahendra (07)

Cell Phone

Nokia (09)

Tractor Mahendra 265 Scorpio Any model 6100 6600

Eicher Tractor Farm Track Senko Su-cam Cant Say Total Note: * Includes refrigerators, color TVs and washing machines; ** The difference in frequency of products and brands preferred is due to no preference for brands in few cases. Source: Primary Survey.

Impact of the Advertisements on Consumers Attitude and Brand Choice

Various researchers (Bansal and Easwaran, 2004) have discovered that the rural audience identifies more with colors, numbers, and visuals of animals all woven together in loud
36 The Icfai Journal of Brand Management, Vol. IV No. 4, 2007 ,

colorful messages. These findings appear to be supported by the high recall levels enjoyed by brands like Lifebuoy (popularly known as the lal sabun), 555, and Monkey brand tooth powder. A red soap cake represents Hindustan Levers Lifebuoy soap, an image of lightening on boxes of Rin detergent suggests a certain level of quality and value to illiterate rural customers. Asian Paints famous mascot Gattu is one of the most famous mascots in the Indian Marketing history. Table 7 tries to find out how advertisements have influenced the attitude and thinking of ruralities as regard to their purchasing behavior. A huge proportion of respondents agreed that advertisements add to the knowledge about new products and brands. Yet another large proportion (88.4%) agreed to advertisement being a motivational force in trying new products; 77% respondents believed that advertisement induces them into buying the products; 72.3% respondents had the view that advertisements affect their attitude towards the product, its importance and usage; and 69.9% agreed that advertisement increase their aspiration. It is quite clear that impact of advertisement goes much beyond creating awareness about brands and products and converting it into sales. It is a vehicle of change and also a source of motivation. Ads affect the way consumer thinks about the product, brand, and his/her relationship with them.
Table7: Impact of Advertisement on Rural Consumers
Impact of Advertisement Advertisement induces to buy products Motivates to try new products Advertisement increases the aspiration Affects the attitude towards the products and their importance Adds to the knowledge about new products and brands Agree 358(77) 411(88.4) 325(69.9) 336(72.3) 452(97.2) Neutral 46(9.9) 33(7.1) 105(22.6) 82(17.6) 11(2.4) Disagree 61(13.1) 21(4.5) 35(7.5) 47(10.1) 02(0.4)

Source: Primary Data.

Table 8 describes about the brands recalled by the rural respondents on the basis of advertisements. It can be seen from the Table 8 that Fair & Lovely was the most recalled advertisement (specially the ad-campaign, Gora Banaye Kuchh Hee Hafton Mein) as 28 respondents recalled the advertisement of the brand, Fair & Lovely. The other highly recalled ads were of the brands like Colgate, Lux, Nirma, Ponds, Coca-Cola, Lifebuoy, Bajaj, Hero Honda, LG, LML Freedom, Nokia, Fevicol, Maruti, Reliance Infocom and Liril. Apart from it, there were a variety of advertisements recalled for varied reasons advertisement of Pulse-Polio was recalled by four respondents for its social concern and beautiful presentation, Maruti (six respondents) was recalled for their aspiration to buy it, and Fevicol because of its funny and entertaining presentation. When any information regarding new product is presented in a creative and effective manner, it creates an everlasting impression on the consumers mind and may even alter
Influence of Marketers Efforts on Rural Consumers and Their Mindset: A Case Study of Haryana 37

Table 8: Recall of Advertisement

Ads Fair & Lovely Colgate Lux Ponds Coca-Cola Nirma Hero Honda Lifebuoy Bajaj LG Fevicol LML Freedom Nokia Pepsi Bullet Close-Up Maruti Reliance Mobile Rexona Deo Dabar Chyawanprash Liril Ayur Shampoo Dettol Hair Care Kurkure Pulse Polio Rajdoot Texla Boro Plus Dermicool Electrolux Idea Mobile Pepsodent Samsung Santro Britannia 50-50 Clinic All Clear Cant say Frequency 28 20 18 16 16 16 13 12 10 9 8 8 8 7 6 6 6 6 6 5 5 4 4 4 4 4 4 4 3 3 3 3 3 3 3 2 2 139 Percent 6.0 4.3 3.9 3.5 3.4 3.6 2.7 2.5 2.1 1.9 1.7 1.7 1.7 1.5 1.3 1.3 1.2 1.3 1.3 1.1 1.1 0.9 0.8 0.9 0.9 0.9 0.9 0.9 0.6 0.6 0.6 0.6 0.6 0.6 0.6 0.4 0.4 Nycil Sony Sunsilk Tata Indica TVS Victor Vatika Babool Aiwa Alpenlebie Bonds-ICICI Cibaca Denim Dove Soap Elle 18 Garnier Harpic Hazmola Head & Shoulders Hero Cycle Intel Pentium Kotak Mahendra Life Insurance Lakme LIC Mak-lubricant Mint-O fresh Navratan Hair Oil Pears soap Raymonds Surf excel Thums Up Tide Ujjala Vico Turmeric Videocon TV Vim Bar VIP Suitcase 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 465 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 100.0 Ads Good Knight Frequency 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 Percent 0.4 0.4 0.4 0.4 0.4 0.4 0.4 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2

30.0 Total Source: Primary Data.

38

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his/her perception of what he needs. Table 9 tells that 10.1% respondents remembered the ad because it was appealing for them to purchase. The second next important reason to remember was the satisfaction they got from the product they had purchased. Good presentation (7.5%) came out to be the third reason for remembering the ads followed by punch line (7.3% respondents), Brand ambassador (6.7%), entertainment (5.8%), repetition (5.6%) and product usefulness (4.7%) were other important reasons. If we reassess the entire table it could very well be said that product related reason most vital factor that made rural people recall the advertisements. So product and its usefulness related aspects are more likely to be remembered, because they are new users and product usefulness is more likely to be a reason for going for it rather than brand ambassador or anything else.
Table 9: Reason of Advertisement Recall
Opinion Entertainment Brand ambassador Product satisfaction Repetition Appealing to purchase Want to purchase Good presentations and models Punch line Informative Product usefulness Related to cricket Total System Total Frequency 27 31 44 26 47 29 35 34 6 22 3 304 161 465 Source: Primary Data. Percent 5.8 6.7 9.5 5.6 10.1 6.2 7.5 7.3 1.3 4.7 0.6 65.4 34.6 100.0

Impact of Marketers Efforts on Building Aspirations

Advertisers have attempted to improve the sales of products by changing purchasing behavior, which involves changing traditional values and creating desires for new products. Table 10 brings out the products that respondents thought of purchasing after getting influenced from the advertisements. In total 202 respondents gave their opinion on having thought of purchasing a product. It included a variety of products exhibiting the influence of advertisement on their desire and decision to purchase. Motor cycle tops the list with 17.37% respondents, followed by soaps (14.85%), Color TV (13.36%), Face cream (10.89%), Mobile phone (6.93%), Shampoo (5.94%) and Car (4.45%). Apart from them there were other products like deodorants, computer, hair conditioner, washing machine and tractor. Impact of advertisements of products like face-cream, soaps, shampoo, talcum powder, hair conditioner, deodorants indicates an appeal on emotions of the consumer sads. Ads of motorcycle, cars, color TV, computer, etc. exhibit the utility impact of those products to encash the rising aspirations of the consumers.
Influence of Marketers Efforts on Rural Consumers and Their Mindset: A Case Study of Haryana 39

Table 10: Products thought to be Purchased After Watching Ad

Products Motorcycle Soap Color TV Cream Powder Mobile Shampoo Car Hair conditioner Watch Hair oil Computer Deo Air conditioner Cold drink Toothpaste Tractor Washing machine Body lotion Chyawanprash Jeans Lip guard Mint Mosquito mat Pain reliever cream Scooter Shoe polish Utility vehicle Total Frequency 35 30 27 23 15 14 12 10 4 3 3 3 3 2 2 2 2 2 1 1 1 1 1 1 1 1 1 1 202 Source: Primary Data. Percent 17.33 14.85 13.37 11.39 7.43 6.93 5.94 4.95 1.98 1.49 1.49 1.49 1.49 0.99 0.99 0.99 0.99 0.99 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50 100.00

As per Table 11 the advertisements of LG have been able to make maximum impact as 20 respondents thought of buying LG products after watching its advertisement followed by Fair & Lovely with 19 respondents. Hero Honda (15 respondents), Ponds (14 respondents), Lux (12), Dettol (nine respondents), Bullet and Reliance Mobile Services (seven respondents each), and Nokia (six respondents) were other major brands where advertisement made viewer think of buying these products. Apart from them, there were a variety of other brands where advertisement casta a spell on respondents. They included Clinic All Clear, Levon, Maruti, Rajdoot, Nycil powder, Samsung, Santro, Sony, Titan and TVS Victor. There were also a few sophisticated, high end and relatively newer brands in rural areas which influenced rural consumers. The brands were Dove,
40 The Icfai Journal of Brand Management, Vol. IV No. 4, 2007 ,

Table 11: Brands of the Product thought to be Purchased After Watching Ad

Brand Babool BSNL Mobile Services Cherry Shoe Polish Close-Up Coca-Cola Colgate Electrolux Fa Farm Track Head & Shoulders Garnier Godrej No. 1 Good Knight IBM J&J Liril Mint-O Fresh Moov Navrattan tel Nirma Onida Panteen Rexona Rough &Toughs Sona Chandi Sunsilk Tata Indica Thums Up Vatica Videocon Frequency 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 Percent 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 Bajaj Dermicool Dove LML Freedom Mahendra Micro Tech Pears Sony Lifebuoy Santro Titan Ayur Clinic All Clear Levon Silk Nycil Powder TVS Maruti Nokia Rajdoot Samsung Bullet Electra Reliance Mob Services Dettol Lux Ponds Hero Honda Fair & Lovely LG Total Brand Alpenlebie Frequency 1 2 2 2 2 2 2 2 2 3 3 3 4 4 4 4 4 5 6 6 6 7 7 9 12 14 15 19 20 202 Percent 0.5 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.5 1.5 1.5 2.0 2.0 2.0 2.0 2.0 2.5 3.0 3.0 3.0 3.5 3.5 4.5 6.0 7.0 7.5 9.0 10.0 100.0

Source: Primary Data.

Garnier, Johnson & Johnson, Alpenlebie and Fa, etc. This clearly indicates that rural consumers were aware of a variety of brands inclusive of newer and high end products, and clearly speaks of rising aspirations and awareness level. It is for the marketers to make a success out of it.

Table 12: Product Purchased or Not

Opinion Yes No Total Frequency 142 60 Percent 70.3 29.7

Table 12 gives a very clear picture as regards to the impact of advertisement on rural consumers. Out of 202 respondents who admitted
Influence of Marketers Efforts on Rural Consumers and Their Mindset: A Case Study of Haryana 41

202 100.0 Source: Primary Data.

having got influenced from advertisements, 142 (70.3%) actually purchased the product. This speaks very high on success ratio of advertisement in rural markets of Haryana. The Table 13 reveals that higher recalled ads were those ads which got converted into purchase decision. As Fair & Lovely ad was recalled by 28 respondents (maximum) its consumption frequency was the highest. Similarly, Colgate ad was recalled by 20 respondents which had 252 respondents consuming this brand. Lux was recalled by 18 respondents against 201 actually using it. And Nirma 17 against 79, Ponds 15 against 112, Lifebuoy 13 against 79, Bajaj 11 against 130. Hero Honda nine against 60 and Close-Up 6 and 68 recalled the concerned products. So, it seems that ads which got into memory of respondents are more likely to get converted into purchase decisions. This is also indicated by the coefficient of correlation value (r = 0.819).
Table 13: Ads Recalled and Brand Consumption
Brand of Products Consumed Fair & lovely Colgate Lux Nirma Ponds Lifebuoy Bajaj Hero Honda LG Close-Up Note: r = 0.819. Source: Primary Data. Frequency 260 252 201 79 112 79 130 124 60 68 Ad Recalled of that Brand 28 20 18 17 15 13 11 10 09 06

Impact of Advertisements on Consumers Psyche

Body image and self expression are the major areas targeted by advertisers. For example, Hindustan Lever Limited (HLL) promoted Fair & Lovely skin whitening cream by linking dark skin color and career prospects. This advertising blends the old and new, promotion of careers for women, but also the association of success with pale skin. Due to the increase in literacy rates and the penetration of conventional media, the perception and attitude of the rural consumer is changing, moving towards new consumerism. Attitude and consumption habits of rural consumers are also changing and becoming more modern in an urban sense. Table 14 tries to find out as to how advertisements have influenced the attitude and thinking of rural consumers regarding to their purchasing behavior also tries to go deeper into finding the types of influence and impact marketing has had on rural consumers. A large number of respondents (19.8%) admitted marketing having made them to realize the importance of products and 18.5% admitted marketing influencing them to decide the products to buy. Another important impact on rural consumers was that 13.1% respondents started using branded products got influenced by marketing and marketers efforts. A sizeable proportion of respondents quite interestingly presented their views that using newer
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Table 14: Impact of Marketing and Ads on Respondents Thinking Regarding Products and their Importance
Opinion Couldnt answere Importance of product Want to buy that product Self-consciousness Consider these products as necessary Becoming part of society Use branded products now Started using these products Change in thoughts regarding women and girls working out Total Cant say Grand Total Frequency 26 62 58 17 19 40 41 35 15 313 152 465 Source: Primary Data. Percent 8.3 19.8 18.5 5.4 6.1 12.8 13.1 11.2 4.8 67.3 32.7 100.0

products and enjoying the benefits of modern gadgets had given them a feel of being a part of wider set of society. On the same lines 11.2% of respondents agreed to having started using these products. And 5.4% talked of increased self-consciousness owing to the marketing and advertising. Quite surprisingly 4.8% even stated a change in their attitude towards working women and college going girls. Social thinkers, look into please! So, a large proportion (67.3%) of respondents agreed to have been influenced by marketing on one aspect or other which by any means is a healthy and appreciable scenario for marketers. And seeing the positivism of impacts is a pleasant surprise for social thinkers as well. Though a big part of the respondents was not able to comment but this nevertheless cannot be taken against marketing and markets efforts. Almost all respondents agreed that advertisement add knowledge about new products and brands (97.2%). A large proportion (88.4%) assessed advertisement as a motivational force in trying new products; 77% respondents believed that advertisement induces them into buying the products. And 72.3% respondents had the view that advertisement affects their attitude towards the product, its importance, and usage. 69.9% agreed that advertisement increases their aspiration. It is quite clear that impact of advertisement goes much beyond creating awareness about brands and products and it converts into sales. It is a vehicle of change and also source of inspiration. Ads affect the way the consumer think about the product, brand and change his/her relationship with the products and brands.

Rural Consumers Perception Regarding the Impact of Marketing on Society

An attempt has been made here to study how entire marketing efforts of a marketer affect the individual and society. The effect is not confined to mere sale of products and it goes
Influence of Marketers Efforts on Rural Consumers and Their Mindset: A Case Study of Haryana 43

Table 15: Positive Impact of Advertisement on Consumers

Opinion Ads motivate to buy Ads induce to buy Ads increase the aspiration Ads affect the attitude towards the importance of the product Ads add knowledge about new products and brands Note: Figures in Parantheses Denote Percentage. Source: Primary Data. Agree 411 (88.4) 358 (77.0) 325 (69.9) 336 (72.3) 452 (97.2) Neutral 33 (7.1) 46 (9.9) 105 (22.6) 82 (17.6) 11 (2.4) Disagree 21 (4.5) 61 (13.1) 35 (7.5) 47 (10.1) 2 (0.4)

beyond that. It inspires the people and changes their way through which they see themselves and others. Though it would be an enormous task to study each in detail, an over view has been attempted in Table 16. In Table 16 an attempt has been made to summarize the positive impact that modern marketing has had on society in view of respondents. It shows that 39.4 % respondents believed that modern marketing has been able to create awareness in society about various products, brands, their usage and also about the world around them in terms of modern products, new fashion, changing lifestyle, etc. About 19.4% held the opinion that it has increased the level of aspiration in society. People are wishing to own more products and ready to make efforts for that. 8% believed that it has made available better products and more choices to rural people, which earlier was missing. 6% believed that it has increased the competition among the marketers thereby making quality products available at cheaper price. 5.8% said that marketing has increased the reach of various products to rural area which were not available earlier.
Table 16: Perception of the Rural Consumers Regarding Positive Impact of Marketing on Society
Types of Impact No Impact Increased aspirations Awareness Self-consciousness Gap reduced between urban and rural Competition among marketers Reach of products in rural area Increased standard of living Better quality products and more choice Gives the confidence to buy the product Openness in thoughts and attitude Total Source: Primary Data.
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Frequency 26 90 183 10 13 28 27 23 37 8 20 465

Percent 5.6 19.4 39.4 2.2 2.8 6.0 5.8 4.9 8.0 1.7 4.3 100.0

Apart from them a few very good impacts have been observed by the respondents. It really it helped to enhance the standard of living by providing utility products and comforts (4.9% respondents); and reduce the gap between urban and rural areas as same type of brands and products are now available in rural area also (2.8%). 4.3% respondents credited the marketing for bringing openness in thoughts and attitudes whereas 2.2% attributed marketing for a general rise in self-consciousness among people and the confidence to try buying out these products. Table 17 attempts to figure out how respondents see the harmful impact of marketers efforts on people and society, specially with reference to rural society. It shows that 15.1% respondents were not able to figure out the negative impact conclusively and were of the view that it had no negative impact as such. Highest number of respondents (32.3%) feared that marketers efforts are contributing to sexual exposure and sexually explicit behavior among people, specially youngsters. This according to them was leading to unnecessary increase in sexual desires and unwanted behavior. And 15.1% respondents said that marketers are adding to the confusion in the mind of consumer as regard to which product of which brand should they buy; which is a quality product and whether they do really require the product or are just being lured of it. 7.7% had the view that it is leading people to unwanted purchase and unnecessary spending which they can avoid.
Table 17: Perception of the Rural Consumers Regarding Negative Impact of Modern Marketing
Types of Impact Sexual exposure Creating confusion Increase spending unnecessarily Leads to competitive purchasing Increased fashion Wastage of time Inferiority complex among non-users Creates false image of products Negative impact of liquor and cigarettes No impact Couldnt answer Total Source: Primary Data. Frequency 150 70 36 26 15 15 27 26 10 70 20 465 Percent 32.3 15.1 7.7 5.6 3.2 3.2 5.8 5.6 2.2 15.1 4.2 100.0

About 5.8% respondents putforth that marketers are somehow creating a feeling of inferiority complex among those who were not able to buy these products. This inability to purchase the products is making people especially youngsters, voking them to undesirable reactions and behaviors. 5.6% believed that it is creating a false image of products and thereby inducing people into its purchase and same number of respondents blame modern marketing for unnecessary and competitive purchase. 3.2% respondents blamed it for increasing fashion and of wastage of time in watching ads, whereas 2.8% respondents raised their apprehension of the influence of advertisements of liquor, cigarettes and tobacco, etc. on youngsters.
Influence of Marketers Efforts on Rural Consumers and Their Mindset: A Case Study of Haryana 45

Conclusion
Concluding the writeup it can be inferred that marketers efforts have gone well beyond selling the products and services. They have been able to change the way how consumers look upon the products and brands thereby building an association which goes to an extent of giving rural consumers an expression. Majority respondents believe that marketers efforts made them understand the importance of the product, prepared to buy the branded products and making these products a part of society and turning these products into a necessity. Rural consumers believe that modern marketing has been able to create awareness in society about various products, brands, and their usage and the world around them in terms of the modern products, new fashion, changing lifestyle, etc. It is nice to observe that rural consumers are aspiring for and looking forward to buy a variety of products and brands in near future. The list includes from high end sophisticated products like laptops, cars, air-conditioners, computers and DVD players to middle level products such as washing machines, two-wheelers, refrigerators, etc. Any student of marketing following rural markets of India would be enthused to know that a sizeable number of respondents (5%) were even aspiring to buy Computers of brands like HP Compaq, IBM and Wipro in near future. This speaks of level of aspiration among rural consumers and existence of a huge market which is unfolding itself with each passing day. Good days for marketers and economy are ahead. This would involve more intensive personal selling efforts compared to urban markets. Marketers must refrain from seeing rural market as a mere extension of urban market and designing goods for the urban markets and subsequently pushing them in the rural areas. What marketers need to understand is that since the dynamics of rural markets are somewhat different from urban markets, so the marketing strategies should also be specifically aimed and well targeted. Marketers need to understand the psyche of the rural consumers and then act accordingly. Along with the cultural dynamics, the needs and latent feelings of the rural people also need to be well understood. To effectively tap the rural market a brand must associate it with the same things the rural folks do, yet giving them a feel of modern outlook and expression. The study has clearly brought out the quantum of impact advertisement makes on rural consumers. So the attempt was likely to succeed; only the right approach was required. It has been noticed that below-the-line communication like alternative and innovative ways of communication plays a key role in building reassurance and trust, and so it is vital. Rural consumers have a very high level of ethos so all the care should be taken not to hurt them in any form of advertising. The brand has to be made relevant by understanding local needs. Thus, looking at the challenges and the opportunities which rural market in Haryana 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 the mutual advantage. A radical change in attitudes of marketers towards the vibrant and burgeoning rural markets is required, so they can successfully impress on the rural consumers of Haryana. Well said Sir Theodore Levitt, Marketing is creation and delivery of standard of living.
46 The Icfai Journal of Brand Management, Vol. IV No. 4, 2007 ,

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Annexure 1
Questionnaire 1. Is there any consumer durable which you would like to buy if its price is lowered? Products i) ii) iii) 2. Are you planning to buy any consumer durable in near future? i) Yes Product planning to buy i) ii) iii) ii) No If yes please give details regarding products and brands Brands under consideration Brands

(Contd...)
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Annexure 1
3. What do you think about the following statements? (please tick) : Agree i) These products have made life easy. ii) These products have improved the standard of living iii) People are purchasing these products because these are really required iv) People are buying because it has become a fashion to buy them v) Having these products have made/feel people important and happy Neutral

(...contd) Disagree

vi) These products really adds to the social status of people vii) These products helps in improving efficiency viii) These products have becomes necessity in modern times ix) These products are a waste of money x) These products are mere items of show off to become happier having these products xii) Buying these products is a dream/dreams come true xiii) Have brought positivism life xiv) Your image and status in society improved/ will improve after buying these products 4. Mention few of the advertisements that you remember Advertisements i) ____________________ ii) ____________________ iii)____________________ Reasons (if any) ____________________ ____________________ ____________________ (Contd...)
Influence of Marketers Efforts on Rural Consumers and Their Mindset: A Case Study of Haryana 49

xi) Your family members are happy/likely

(...contd) 5. Has it ever happened that after watching an advertisement you thought of buying the product? If yes, mention the products and advertisements Product i)____________________ ii)____________________ 6. Did you buy that product? Yes No Agree i) Advertisements induces you to buy products new products iii) Advertisements increases the aspirations iv) Advertisements affects attitude regarding products and their importance etc. v) Advertisements adds to the knowledge about new products and brands 8. Have advertisements had any impact on your thinking regarding social issues? ___________________________________________________________________ ___________________________________________________________________ 9. Have the advertisement and marketing effects of marketing changed your thoughts regarding products and their importance to you Yes No If yes could you mention some of the changed thoughts? ___________________________________________________________________ 10. What do you think is the impact of modern marketing on you and society? Positive Impact ___________________________________________________________________ ___________________________________________________________________ Negative Impact ___________________________________________________________________ ___________________________________________________________________ ii) Advertisements motivates you to try Neutral Disagree 7. What do think about the impact of advertisements? Advertisements ____________________ ____________________

50

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