Rural Marketing

Rural Marketing

The first edition of Rural Marketing was published in 2005-a time when the rural demand was just beginning to register high rates of growth, but very little information or data was available. The subsequent and unimaginable changes in rural India in the last decade prompted the need of a revised edi...

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Detalles Bibliográficos
Autor principal: Pradeep, ashyap (-)
Autor Corporativo: ashyap Pradeep (-)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Noida : Pearson India 2016.
Edición:3rd ed
Colección:Always learning.
Materias:
Marketing > India.
Consumer behavior > India.
India > Rural conditions.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009825873706719
Tabla de Contenidos:
  • Cover
  • About the Author
  • Brief Contents
  • Table of Contents
  • Foreword
  • Preface
  • Chapter 1: The Call of Rural India
  • Defining Rural Markets
  • Rural Myths
  • Rapid Urbanization
  • Rural India Is an Agrarian Economy
  • The Rural Marketing Mix: Challenges
  • Affordability
  • Availability
  • Awarenes
  • Acceptability
  • The Evolving Rural Consumer
  • Rural India: The Exploding Middle Class
  • Rural Marketing Snapshot: Changing Rural Settlements
  • Rural Marketing Memo: Startling Facts about Rural India
  • Review of Objectives
  • Discussion and Application
  • Rural Marketing Case: Rural Markets
  • Chapter 2: The Rural Marketing Environment
  • The Evolution of Rural Marketing
  • Phase I (Prior to the 1960s)
  • Phase II (1960s-1980s)
  • Phase III (1990s-2000)
  • Phase IV (After 2000)
  • The Rural Environment
  • The Demographic Environment
  • The Physical Environment
  • The social and Cultural Environment
  • The Political Environment
  • The Technological Environment
  • The Rural Economic Environment
  • The Changing Face of Rural Development
  • The Rural Economic Structure
  • The Farm Sector: Agriculture and Allied Activities
  • The Non-farm Sector and Rural Industries
  • Changing Migration Trends
  • Incomes and Expenditure
  • The Rural Infrastructure
  • Road Connectivity
  • Electrifi cation
  • Rural housing
  • Telecommunications
  • Drinking Water
  • Rural Marketing Snapshot: Rural Infrastructure
  • Rural Marketing Insight: Road Connectivity Bringing Rural Economy on Track in Bihar
  • Rural Employment Generation Programmes: Government Initiatives
  • The Mahatma Gandhi National Rural Employment Guarantee Act (MNREGA)
  • The Swarnjayanti Gram Swarozgar Yojna (SGSY)
  • The Pradhan Mantri Rojgar Yojna
  • Review of Objectives
  • Discussion and Application
  • Rural Marketing Case: MNREGA
  • Chapter 3: Rural Consumer Behaviour.
  • The Consumer Buying Behaviour Model
  • What Influences Consumer Behaviour?
  • Cultural Factors
  • Social Factors
  • Personal Factors
  • Psychological Factors
  • Rural Marketing Memo: Reference Groups in Rural
  • The Buyer Decision Process
  • Need Recognition
  • Information Search
  • The Evaluation of Alternatives
  • The Purchase Decision
  • Post-purchase Behaviour
  • Rural Marketing Snapshot: Key Opinion Leaders
  • The Product Adoption Process
  • Rural Marketing Insight: Aircel
  • Diffusion of Innovation
  • HPCL Rasoi Ghar
  • Review of Objectives
  • Discussion and Application
  • Rural Marketing Case: HPCL Rasoi Ghar
  • Appendix: The New SEC System
  • Chapter 4: Rural Marketing Research
  • The Rural Marketing Research Process
  • Defining the Objectives
  • Determining the Research Budget
  • Designing the Research
  • Sampling
  • Designing the Research Instrument
  • Organizing the Field and Collecting the Data
  • Collating and Analysing the Data
  • Reporting the Findings
  • Special Tools Used in Rural Marketing Research
  • Participatory Rural Appraisals
  • Scaling Tools for Rural Quantitative Research
  • Rural Marketing Insight: New Age Innovation in Rural Research
  • Field Procedures and Rural Realities
  • Dos and Don'ts in Rural Marketing Research
  • Limitations of Rural Research
  • Rural Marketing Snapshot: Data Collection in Rural India
  • Rural Marketing Memo: Attributes of a Rural Researcher
  • The Rural Research Business
  • Review of Objectives
  • Discussion and Application
  • Rural Marketing Case: Participatory Rural Appraisal
  • Chapter 5: Segmenting and Targeting Rural Markets
  • Segmentation
  • Heterogeneity in Rural Markets
  • Pre-requisites for Effective Segmentation
  • Degrees of Segmentation
  • Bases for Segmenting Rural Consumer Markets
  • Rural Marketing Insight: MART Market Attractiveness Score: Urban and Rural 'Prosperity Plus' Index.
  • Targeting
  • Evaluation of Segments
  • Selection of Segments
  • Coverage of Segments
  • Choosing a Coverage Strategy
  • Positioning
  • Identifying the Positioning Concept
  • Selecting the Positioning Concept
  • Developing the Concept
  • Communicating the Concept
  • Review of Objectives
  • Discussion and Aplication
  • Rural Marketing Case: Bru Instant Coffee Connect
  • Chapter 6: Product Strategy
  • The Product Concept and the Classification of Rural Products
  • The Product Concept
  • Rural Product Classification
  • Product decisions and Strategies
  • Individual Product Decisions
  • Product Line and Mix Decisions
  • Product Lifecycle Strategies
  • Rural Marketing Snapshot: Product Acceptability
  • Rural Marketing Insight: Product Designing for Rural Needs-Godrej Chotu Kool
  • Product Branding in Rural Markets
  • Building Brands in Rural Markets
  • Brand Loyalty Versus Brand Stickiness
  • Fake Brands
  • Rural Marketing Insight: Dealing with Piracy
  • Packaging for Rural Markets
  • Packaging Material
  • Pack size and Convenience
  • Packaging Aesthetics
  • Rural Marketing Insight: The Sachet Revolution
  • Rural Marketing Insight: After-sales Service Initiatives by Companies in Rural Markets
  • Product Warranty and After-sales Service
  • New Product Development in Rural Markets
  • Review of Objectives
  • Discussion and Aplication
  • Rural Marketing Case: New Product Development: Improved Biomass Stove by Shell Foundation
  • Chapter 7: Pricing Strategies
  • Pricing in Rural India
  • How Do Companies Price?
  • Consumer Psychology and Pricing
  • Rural Marketing Insight: Rural Consumers Prefer Value for Money
  • Setting the Price for Rural Products and Services
  • Internal Factors
  • External Factors
  • Price Setting Strategies
  • Market Entry Strategies
  • Product Mix Pricing Strategies
  • Price Adjustment Strategies
  • Rural-specific Pricing Strategies.
  • Rural Marketing Insight: Caution for Marketers Giving Discounts to Rural Consumers
  • Rural Marketing Snapshot: Rising Consumption of Branded Products
  • Review of Objectives
  • Discusion and Application
  • Rural Marketing Case: Coca-Cola's Strategy for Rural Markets
  • Chapter 8: Distribution in Rural Markets
  • Availability: The Challenge and the Dilemma
  • Distribution Channels
  • The Evolution of Rural Distribution Channels
  • Channel Dynamics
  • Rural Channel Members
  • The Rural Retail Environment
  • Traditional Retail
  • The Emergence of Modern Retail in Rural Areas
  • Rural Marketing Snapshot: The Changing Face of Rural Retail
  • Channel Behaviour in Rural Areas
  • Sourcing of Stocks and Purchase Cycles
  • Stocking Behaviour and Seasonality
  • Credit Patterns
  • Transfer of Capital
  • Pricing by Channel
  • Channel Promotion
  • Retailer-Consumer Dynamics
  • Distribution Models in Rural Markets
  • The Distribution Models for FMCGs
  • The Distribution Model for Durables
  • Rural-centric Distribution Models
  • Haats/Shandies
  • Modern Distribution Models
  • Vans
  • The Public Distribution System
  • Cooperative Societies
  • Petrol Pumps and Extension Counters
  • Non-government Organizations
  • Rural Mobile Traders: Last Mile Distribution
  • Rural Marketing Insight: Project Shakti
  • Rural Marketing Insight: Gaon Chalo: A Tata Tea Initiative
  • Rural Logistics
  • The Hub and Spoke System
  • Syndicated Distribution
  • Rural Marketing Insight: Syndicated Distribution for Rural Dominance
  • Review of Objectives
  • Discussion and Application
  • Rural Marketing Case: Colgate DISHA: The Evolution of a Sustainable PPP Model in the BoP Market
  • Chapter 9: Communication Strategies for Rural Markets
  • Challenges in Rural Communication
  • Heterogeneity and spread
  • Low Literacy and varying Comprehension Abilities
  • Different media reach and Habits.
  • The Communication Process: An Overview
  • Rural Marketing Insight: Rural and Urban Responses to Television Advertisements
  • Developing Effective Rural Communication
  • Identifying and Profiling the Target Audience
  • Determining Communication Objectives
  • Designing the Message
  • Selecting the Communication Channels
  • Budgeting for Rural Communication
  • Designing the Communication Mix Strategy Companies Face the Task of Distributing the Total Communication
  • Measuring the Impact of Communication
  • Rural Marketing Insight: Religion: A Key Profiling Factor for Designing Communication
  • Rural Marketing Memo: Developing an Effective Rural Communication Message
  • Creating Advertisements for Rural Audiences
  • Rural Marketing Insight: Hitting the Bull's Eye
  • Rural Media
  • Conventional Media
  • Rural-centric Non-conventional Media
  • Rural Marketing Insight: Increasing Role of DTH in Rural India
  • Rural Marketing Snapshot: Changing Means of Rural Communication
  • Rural Marketing Insight: Clutter-free Communication at the Mela
  • Sales Promotion and Events and Experiences
  • Sales Promotion
  • Events and Experiences
  • Review of Objectives
  • Discussion and Application
  • Rural Marketing Case: Tata Shaktee GC Sheets
  • Chapter 10: Rural Services Marketing
  • Telecommunications in Rural India
  • Reuters Market Light
  • IFFCO Kisaan Sanchar Limited
  • Nokia Life Tools
  • Rural Marketing Snapshot: The Telecom Revolution in Rural india
  • Rural Marketing Insight: M-VAS Initiatives in Rural India
  • Information and Communications Technology (ICT) in Rural Areas
  • ITC's e-choupal
  • Common Service Centres
  • n-Logue Village Internet Kiosks
  • Drishtee
  • The Relevance of ICT Services in Rural India
  • Financial Services in Rural India
  • Banking Services
  • Microfinance and Credit Services
  • Insurance
  • Life Insurance.
  • Rural Marketing Insight: Cloud Computing for Rural Banking.

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