Rural marketing : concepts and practices
Dogra, Balram
Rural marketing : concepts and practices - New Delhi Tata McGraw Hill Pub. Co. Ltd. 2009 - xiv,352p.
CONTENTS Preface vii 1. Rural Marketing : A Conceptual Framework 1 Introduction1 Meaning of'Rural'2 Rural Marketing 3 Phased Evolution of Rural Marketing3 Rural Marketing Model5 Rural Marketing vs. Urban Marketing 7 A Roadmap to the Contents and Organisation of the Book 8 Summary : Points to Ponder 9 Questions 9 References10 2. Indian Rural Market: A Brief Profile 11 Introduction11 Rural India: A Brief Profile11 Nature and Characteristics of the Rural Market19 Conclusion20 Summary: Points to Ponder 21 Questions 21 References 21 3. Segmentation of Rural Market 23 introduction23 Segmentation23 Segmentation Variables24 Conditions for Effective Market Segmentation24 Benefits of Market Segementation25 Approaches for Segmenting the Rural Market of India25 Rural Market Segmentation Tools31 Target Marketing 31 Summary: Points to Ponder 32 Questions 32 References 33 4. Rural and Urban Markets: A Comparative Analysis 34 Introduction34 Parameters Differentiating Urban and Rural Markets 34 Differences in Consumer Behaviour in Rural and Urban Markets37 Conclusion42 Summary: Points to Ponder 42 Questions 43 References 43 5. Rural Marketing: Challenges and Opportunities 44 Introduction44 Challenges in Rural Marketing45 Opportunities in Rural Markets48 Summary: Points to Ponder 53 Questions 53 References 54 6. Rural Marketing Research55 Introduction55 Marketing Research Process55 Rural Market Research56 Evolution of Rural Marketing Research56 Sources and Methods of Data Collection58 Data Collection Approaches in Rural Areas58 Data Collection Tools for Rural Market59 Research Tools for Rural Market60 Limitations and Challenges in Rural Marketing Research61 Role of Rural Marketing Consulting Agencies63 Summary: Points to Ponder 64 Questions 65 References 65 7. Rural Consumer Behaviour 66 Consumer Behaviour66 Fundamentals of Consumer Behaviour67 Consumer Behaviour Roles68 Needs and Wants of Rural Consumers69 Factors which Influence Rural Consumers during Purchase of a Product 70 Lifestyle of Rural Consumer 72 Profile of Rural Consumer73 Rural Shopping Habits: Consumer Insights75 Rural Consumer's Increasing Trend Towards Consumption76 Summary: Points to Ponder77 Questions77 References78 8. Rural Marketing Mix79 Introduction 79 Marketing Mix79 4Ps of Marketing80 Rural Marketing Mix84 Additional Ps of Rural Marketing 95 4As of Rural Marketing Mix96 Conclusion 97 Summary: Points to Ponder 97 Questions 97 References 98 9. New Product Development for the Rural Market99 New Product: An Introduction99 Objectives behind New Product Launch100 New Product Development Process100 Conclusion106 Summary: Points to Ponder 106 Questions 107 References 107 10. Rural Market and Product Life Cycle 108 Product Life Cycle: An Introduction108 Characteristics of Different Stages of PLC and Marketing Mix Strategies 109 Application of Product Life Cycle in Rural Markets: A Critical Analysis 116 Summary: Points to Ponder 116 Questions 117 References117 11. Rural Market and Brand Management 118 Introduction118 Brand118 Conclusion127 Summary: Points to Ponder 127 Questions 127 References 127 12. Rural Retail Channel Management 129 Retailing: An Introduction129 Conclusion 132 Summary: Points to Ponder 133 Questions 133 References 133 13. Principles of Innovation for Rural Market 134 Introduction134 Reasons for Need of Innovation for Rural Market134 Principles of Innovations for Rural Market135 Conclusion136 Summary: Points to Ponder 136 Questions 136 14. Marketing Strategies for Indian Rural Market 137 Need for Paradigm Shift in Strategic Perspective for Rural Markets737 Rural Marketing Strategies138 Conclusion162 Summary: Points to Ponder 163 Questions 163 References 164 15. Rural Marketing of FMCGs FMCGs: An Introduction165 Characteristics of FMCG166 Conclusion196 Summary: Points to Ponder 196 Questions 197 References 197 16. Rural Marketing of Consumer Durables Consumer Durables: An Introduction 200 Conclusion 208 Summary: Points to Ponder 208 Questions 209 References 209 17. Rural Marketing of Financial Services Introduction210 Marketing of Banking Services in Rural Markets211 Evolution of Rural Banking after Independence212 Key Reasons for Poor Performance of Banks in Nationalisation Period213 Challenges in Marketing of Banking Services in Rural Market213 Opportunities for Banking in Rural Areas214 Marketing Strategies for Banking Services216 ICICI Bank: A Case Study of Rural Marketing of Banking Services220 Conclusion 226 Summary: Points to Ponder 226 Questions 227 References 228 18. Marketing of Agricultural Inputs Introduction229 Indian Tractor Industry: A Brief Overview 230 Fertiliser Industry in India: An Introduction237 Indian Agrochemical Market: An Introduction247 Global Agrochemical Market: A Brief Overview 248 Conclusion 254 Summary: Points to Ponder 255 Questions 257 References 257 19. Marketing of Agricultural Produce Introduction259 Conclusion 265 Summary: Points to Ponder 265 Questions 266 References 266 20. Agricultural Co-operative Marketing267 Introduction267 Summary: Points to Ponder 273 Questions 274 References 275 21. Marketing of Rural Artisan Products 276 Introduction276 Conclusion 293 Summary: Points to Ponder 293 Questions 295 References 295 22. e-Rural Marketing 297 Introduction297 Conclusion 305 Summary: Points to Ponder 306 Questions 306 References 307 23. Corporate Sector in Agri-business: Cultivation, Processing and Retailing 308 Introduction 308 Conclusion 317 Summary: Points to Ponder 318 Questions 318 References 318 24. Organised Rural Retailing 320 Introduction320 Organised Rural Retailing: Select Case Studies321 Conclusion 326 Summary: Points to Ponder 326 Questions 326 References 327 25. Rural Market Mapping 328 Introduction328 Conclusion 330 Summary: Points to Ponder 330 Questions 330 References 331 26. Social Marketing: Corporate Social Responsibility in Rural Market 332 Introduction 332 Conclusion 337 Summary: Points to Ponder 337 Questions 338 References 338 27. IT for Sustainable Rural Development 344 Advantages of IT as a Tool for Sustainable Development 339 Conclusion 342 Summary: Points to Ponder 342 Questions 343 References 343 28. e-Governance for Rural India e-Governance: A Conceptual Background 344 Conclusion 348 Summary: Points to Ponder 348 Questions 349 References 349 Index 350
007066000X
658.8 / DOG
Rural marketing : concepts and practices - New Delhi Tata McGraw Hill Pub. Co. Ltd. 2009 - xiv,352p.
CONTENTS Preface vii 1. Rural Marketing : A Conceptual Framework 1 Introduction1 Meaning of'Rural'2 Rural Marketing 3 Phased Evolution of Rural Marketing3 Rural Marketing Model5 Rural Marketing vs. Urban Marketing 7 A Roadmap to the Contents and Organisation of the Book 8 Summary : Points to Ponder 9 Questions 9 References10 2. Indian Rural Market: A Brief Profile 11 Introduction11 Rural India: A Brief Profile11 Nature and Characteristics of the Rural Market19 Conclusion20 Summary: Points to Ponder 21 Questions 21 References 21 3. Segmentation of Rural Market 23 introduction23 Segmentation23 Segmentation Variables24 Conditions for Effective Market Segmentation24 Benefits of Market Segementation25 Approaches for Segmenting the Rural Market of India25 Rural Market Segmentation Tools31 Target Marketing 31 Summary: Points to Ponder 32 Questions 32 References 33 4. Rural and Urban Markets: A Comparative Analysis 34 Introduction34 Parameters Differentiating Urban and Rural Markets 34 Differences in Consumer Behaviour in Rural and Urban Markets37 Conclusion42 Summary: Points to Ponder 42 Questions 43 References 43 5. Rural Marketing: Challenges and Opportunities 44 Introduction44 Challenges in Rural Marketing45 Opportunities in Rural Markets48 Summary: Points to Ponder 53 Questions 53 References 54 6. Rural Marketing Research55 Introduction55 Marketing Research Process55 Rural Market Research56 Evolution of Rural Marketing Research56 Sources and Methods of Data Collection58 Data Collection Approaches in Rural Areas58 Data Collection Tools for Rural Market59 Research Tools for Rural Market60 Limitations and Challenges in Rural Marketing Research61 Role of Rural Marketing Consulting Agencies63 Summary: Points to Ponder 64 Questions 65 References 65 7. Rural Consumer Behaviour 66 Consumer Behaviour66 Fundamentals of Consumer Behaviour67 Consumer Behaviour Roles68 Needs and Wants of Rural Consumers69 Factors which Influence Rural Consumers during Purchase of a Product 70 Lifestyle of Rural Consumer 72 Profile of Rural Consumer73 Rural Shopping Habits: Consumer Insights75 Rural Consumer's Increasing Trend Towards Consumption76 Summary: Points to Ponder77 Questions77 References78 8. Rural Marketing Mix79 Introduction 79 Marketing Mix79 4Ps of Marketing80 Rural Marketing Mix84 Additional Ps of Rural Marketing 95 4As of Rural Marketing Mix96 Conclusion 97 Summary: Points to Ponder 97 Questions 97 References 98 9. New Product Development for the Rural Market99 New Product: An Introduction99 Objectives behind New Product Launch100 New Product Development Process100 Conclusion106 Summary: Points to Ponder 106 Questions 107 References 107 10. Rural Market and Product Life Cycle 108 Product Life Cycle: An Introduction108 Characteristics of Different Stages of PLC and Marketing Mix Strategies 109 Application of Product Life Cycle in Rural Markets: A Critical Analysis 116 Summary: Points to Ponder 116 Questions 117 References117 11. Rural Market and Brand Management 118 Introduction118 Brand118 Conclusion127 Summary: Points to Ponder 127 Questions 127 References 127 12. Rural Retail Channel Management 129 Retailing: An Introduction129 Conclusion 132 Summary: Points to Ponder 133 Questions 133 References 133 13. Principles of Innovation for Rural Market 134 Introduction134 Reasons for Need of Innovation for Rural Market134 Principles of Innovations for Rural Market135 Conclusion136 Summary: Points to Ponder 136 Questions 136 14. Marketing Strategies for Indian Rural Market 137 Need for Paradigm Shift in Strategic Perspective for Rural Markets737 Rural Marketing Strategies138 Conclusion162 Summary: Points to Ponder 163 Questions 163 References 164 15. Rural Marketing of FMCGs FMCGs: An Introduction165 Characteristics of FMCG166 Conclusion196 Summary: Points to Ponder 196 Questions 197 References 197 16. Rural Marketing of Consumer Durables Consumer Durables: An Introduction 200 Conclusion 208 Summary: Points to Ponder 208 Questions 209 References 209 17. Rural Marketing of Financial Services Introduction210 Marketing of Banking Services in Rural Markets211 Evolution of Rural Banking after Independence212 Key Reasons for Poor Performance of Banks in Nationalisation Period213 Challenges in Marketing of Banking Services in Rural Market213 Opportunities for Banking in Rural Areas214 Marketing Strategies for Banking Services216 ICICI Bank: A Case Study of Rural Marketing of Banking Services220 Conclusion 226 Summary: Points to Ponder 226 Questions 227 References 228 18. Marketing of Agricultural Inputs Introduction229 Indian Tractor Industry: A Brief Overview 230 Fertiliser Industry in India: An Introduction237 Indian Agrochemical Market: An Introduction247 Global Agrochemical Market: A Brief Overview 248 Conclusion 254 Summary: Points to Ponder 255 Questions 257 References 257 19. Marketing of Agricultural Produce Introduction259 Conclusion 265 Summary: Points to Ponder 265 Questions 266 References 266 20. Agricultural Co-operative Marketing267 Introduction267 Summary: Points to Ponder 273 Questions 274 References 275 21. Marketing of Rural Artisan Products 276 Introduction276 Conclusion 293 Summary: Points to Ponder 293 Questions 295 References 295 22. e-Rural Marketing 297 Introduction297 Conclusion 305 Summary: Points to Ponder 306 Questions 306 References 307 23. Corporate Sector in Agri-business: Cultivation, Processing and Retailing 308 Introduction 308 Conclusion 317 Summary: Points to Ponder 318 Questions 318 References 318 24. Organised Rural Retailing 320 Introduction320 Organised Rural Retailing: Select Case Studies321 Conclusion 326 Summary: Points to Ponder 326 Questions 326 References 327 25. Rural Market Mapping 328 Introduction328 Conclusion 330 Summary: Points to Ponder 330 Questions 330 References 331 26. Social Marketing: Corporate Social Responsibility in Rural Market 332 Introduction 332 Conclusion 337 Summary: Points to Ponder 337 Questions 338 References 338 27. IT for Sustainable Rural Development 344 Advantages of IT as a Tool for Sustainable Development 339 Conclusion 342 Summary: Points to Ponder 342 Questions 343 References 343 28. e-Governance for Rural India e-Governance: A Conceptual Background 344 Conclusion 348 Summary: Points to Ponder 348 Questions 349 References 349 Index 350
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