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2- 1. Chapter VI. Rural Marketing Research. Learning objectives. Be familiar with evolution of rural marketing research Be aware of research tools for rural market Understand role of rural marketing consulting agencies in rural marketing research

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Chapter vi


Chapter VI

Rural Marketing Research

Learning objectives
Learning objectives

  • Be familiar with evolution of rural marketing research

  • Be aware of research tools for rural market

  • Understand role of rural marketing consulting agencies in rural marketing research

  • Comprehend the challenges & limitations for conducting rural marketing research

Evolution of rural marketing research
Evolution of Rural Marketing Research

  • Prior to 1980s:

    Thompson Rural Market Index

  • The Decade 1980 - 1990:

    Companies training their staff by experience-based learning Research by Institute of Rural Management, Anand Articles on Rural Marketing Strategies in A&M by Mukunda Das, Somnath Sen, Sanjay Chandwani, ... IRMA alumni initiated trainings for companies going rural

Evolution of rural marketing research1
Evolution of Rural Marketing Research

  • The Years since 2000:

    Market research agencies bring in tools and techniques that could map rural market potential and help clients gain unique customer insights. Market research increasingly coming closer to consulting

Sources methods of data collection
Sources & Methods of Data Collection

  • Ensuring the support of opinion leader

  • Behaving in a manner to be liked by rural people

  • Being at right places:

    - Village choupal

    - Retail outlet

    - Fairs

    - Haats

Data collection tools for rural market
Data Collection Tools for Rural Market

  • Pictorial scales:


    Coloured wheel

    Carom discs

    Playing cards

  • Simplified scales

Research tool for rural market
Research Tool for Rural Market

  • Semiotic Analysis

  • Customer eQ

  • Advanced Tracking Programme (ATP)

  • Consumer ID

  • Lincompass

  • Mapping software – ARCVIEW

Limitations challenges in rural marketing research
Limitations & 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

Summary points to ponder
Summary: Points to Ponder

  • Research is extremely vital to effectively tap highly heterogeneous rural market of India.

  • Rural market research has gradually evolved from supplying market share figures to the current role of executing predictive research to provide valuable insights into the psyche of rural consumers.

  • Standard research tools and typical 5 or 7-point scales may not be that effective in the rural market.

Summary points to ponder1
Summary: Points to Ponder

  • Innovative tools have been developed by advertising and consultancy organisations to research the rural market.

  • Comprehensive databases integrated with software-based applications have been developed by different advertising agencies. These tools segment the rural market on variety of parameters, helping organisations to select target markets.

Summary points to ponder2
Summary: Points to Ponder

  • Different specialist rural marketing consultancy organisations and separate divisions of advertising agencies are providing solutions for planning and executing different rural marketing efforts.