FMCG and Indian Rural Markets; the Need for Digital Literacy In Mainstreaming the Rural Consumers – A Review (original) (raw)
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IAEME PUBLICATION, 2021
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Digital Marketing Strategies for Rural India
IIBM'S Journal of Management
Digital marketing is dominating the market now. Though traditional marketing has not yet turned obsolete, digital marketing is surpassing traditional marketing. Digital marketing refers to advertising through digital means such as websites, social media (such as Facebook, Instagram, Snapchat, YouTube etc.) emails and so forth. This is digital era and no one can deny the fact that there are immense possibilities in digital marketing. Social media marketing, email marketing, affiliation marketing, on-demand video streaming, the website, SEO, SEM etc. are attributes of digital marketing. Currently, according to the report in rural India, 78 million users or around 48% use the internet daily, while 140 million, or around 83%use the internet at least once a month. Rural India contributes to over 60% of the country‘s GDP and with the staggering increase in internet usage, there is expected to be a significant uptick in digital commerce. Consumers are aware of the alternatives available to...
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Zenodo (CERN European Organization for Nuclear Research), 2023
In the past, a rural consumer had to go to a nearby town or city to buy a branded product since branded firms gave priority to urban markets. Large firms are now, however, finally acknowledging the relevance of rural markets due to the growing clout of rural consumers. India's rural market is currently seeing great growth as a result of the vastly increased purchasing power, expanding brand awareness, efficient media communication network, and changing customer demographics in rural areas. Numerous studies have demonstrated that the rural middle class is not only wealthier than the urban middle class, but it is also growing more swiftly. Another aspect speeding up this occurrence is the infrastructure connecting all four big urban regions via hundreds of municipalities. This helps companies reach the biggest distribution network feasible, reach regional markets, and challenge the ubiquitous attitudes and practises of rural consumers. This essay seeks to ascertain the level of brand awareness among those who live in rural areas.
The Impact of Digital Marketing on Rural Products: A Case Study in Sumbang, Indonesia
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This paper focuses on the potential of the plantbased production in Sumbanga, a region located in Banyumas, Indonesia. A lot of villagers in Sumbang are plant growers, making Sumbang a place with great potential for plant-based production. However, villagers do not take advantage of this reality and the study higlights the main problem encountered: villagers are not aware of the potential their rural area has. The research uses action research methodology, which combines doing research, taking action and making the necessary changes after profound critical reflection on the consequences of the envisaged measures. This paper examines the potential of the area and analyses the findings of the focus group discussions with several parties (rural authorities, rural public figures, managers of the village owned companies etc.) with a view to devising the action strategy for implementing the digital marketing policy. Following the introduction of the digital marketing strategies the resear...
Indian Rural Market: An Impulse to FMCG Sector
The Fast Moving Consumer Goods (FMCG) sector is a foundation stone of the growing Indian economy. This sector strikes every facet of human life. The FMCG producers now realize that there is a lot of prospect for them to enter into the rural market. The rising incomes and growing lifestyle is a significant attraction for this sector. There are more than middle income households in the rural areas as compare to the urban. Thus the rural marketing has been growing progressively over the years and is now bigger than the urban market. Globally, the FMCG sector has been successful in selling products to the lower and middle income groups in India. More than 70% of sales are made to middle class households today and over 50% of the middle class residing in rural India. The FMCG sector is energized about a rapidly increasing rural population whose incomes are intensifying and which is willing to spend on goods designed to improve their lifestyles. Also with a near saturation and cut throat competition in urban India, many manufacturers and marketers of this sector are driven to formulate new strategies for targeting the rural consumers. But the rural penetration rates are low. This presents a tremendous opportunity for manufacturers of branded products who can convert prospective consumers into consumers to buy their products. Companies including Multi National Companies and regional players started developing marketing strategies to attract this untouched market. While formulating the strategies, the marketers need to take care of the rural consumers differently from urban consumers because they are economically, socially and psycho-graphically different from each other.
Journal of Accounting & Marketing, 2017
The word marketing is proposed as an organizational steps and a sequence of processes which creates communicates and deliver value to customers and maintains customer partnerships in order to provide advantages to the organization and its stake holders. According to Kotlar "Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others". Another marketing activity is rural marketing where one protagonist participant belongs to the rural area. This signifies that rural marketing comprises of input and output marketing of products or services between rural areas and other topographical areas. Such marketing is merchandise that has been specifically designed for the non-urban consumers along with the glossaries which in particular suits their needs and to make them acquainted about the products which they are not aware of. The motive of this paper is to know about the rural markets and the factors which affect the buying decision of rural consumers on HUL's FMCG products. The paper attempts to comprehend the rural market, significance and present scenario of rural market in the context of FMCG products. The principal objective of the study is to analyze the strength and opportunities of HUL's FMCG in rural markets of India especially in U.P. East and investigate various problems that are being encountered by the rural marketer.
UTILISATION OF DIGITAL MARKETING BY RURAL ENTREPRENEURS OF SOUTH ODISHA
CAHIERS MAGELLANES-NS, 2024
Digital Marketing is among the greatest tools used for marketing in the modern world. Not only it has brought down the marketing expenses through its efficiency but has also helped the entrepreneurs in engaging with the customers more effectively. It also helps in collecting and analysing the data on customers behaviour so that the entrepreneurs can make more efficient strategies for attainment of their business goals. (Sheoliha et al 2023). Various studies and research has been done upon use of Digital marketing by entrepreneurs. However, the utilisation of Digital marketing options by rural micro entrepreneurs in India is still a field to be explored. Purpose of study: Presented study aims at Identifying the factors effecting the utilisation of Digital Marketing for business promotion by micro entrepreneurs of the rural areas of South Odisha. Methodology used: The study employs the combination of UTAUT and TOE model. It is done based on the responses of 386 respondents from the region. The data is then subjected to Exploratory factor analysis for factor extraction and regression analysis for hypothesis testing. Outcome: The outcome of the study suggests that the factors like Performance expectancy, Effort expectancy, Technological factors, Organisational factors, and Environmental factors impact the utilisation of Digital marketing by the micro entrepreneurs of the rural areas of South Odisha.
Recent development has been taking place in Indian rural banks to increase the number of single window operations to avoid the harassment of different windows for theirbanking operations. The rural banks are taking lot of initiatives to change the attitude of their customers. This paper will provide insights to banks about the impact of digital efforts adopted by Indian Banks to enhance the customer experience and perception of banking services in Rural India. This study will help the marketer in understanding of how attitudes influence consumer behavior towards banking in Rural India. Attitudes are measured using the Likert's scale to understand how the consumers behave towards the banking product. The success of banks in rural area is unpredictable as rain. This is because, most of the banks extend marketing plans that they use in urban areas to rural market. There is emerging need of expertise in digital marketing of bank products. The study will identify the factors affecting the attitude of banks in rural India and will give the services overview of banks in rural India.
Changes in Rural Marketing through Information and Communication Technology
Education
It is worthwhile to note that more then 70% of Indian citizens are located in rural areas. The net result is either absence of achievement in efficient marketing or limited achievements in marketing. Since major population of any country determines the success or failure of any brand of commodity or service, the importance of 'rural marketing' should not be underestimated. While growth in Education and infrastructure sectors have been impacting rural India over the years, the impact that Technology is going to have on Rural Marketing initiatives in the next few years is going to be tremendous. Technology is going to make a huge difference to the way we look at Rural India. The process has started and in the next few years there will be more progress in this area. How can information technology (IT) contribute to rural development? What are the channels through which impacts can be realized, and what are the practical means for realizing potential benefits? This paper examines several ongoing projects that aim to provide IT-based services to rural populations in India.
CHANGING TRENDS IN RURAL MARKETS AND MARKETING IN INDIA: A REVIEW
IAEME PUBLICATION, 2020
The Indian rural market has an untapped potential to contribute in the growth of national income. It has a huge labour, capital and demand-base. Around 65 percent of the population lives in rural areas, making it significant for corporate sectors to concentrate on rural markets in order to generate a high return. It has gone through a massive transformation in recent years. There have been many improvements in rural marketing. Rural marketing used to be done to cater to a small rural audience, with consumers-producers limited to rural areas, but it has evolved into a place from where even multinational corporations are looking to gain profit. It is flourishing with the infrastructural, technological and financial development. This paper explores the evolving patterns in Indian rural marketing and markets, taking into account factors such as consumer behaviour, product availability, public and private sector participation, technical and infrastructural development, and economic growth, among others. It reviews how rural markets have switched from a purely agricultural market to an ICT processed large market with diversified amount of goods and services. Many literatures from different journal/magazine/books were reviewed to find out the evolution and changes of rural marketing and markets. It was later concluded that rural marketing has a future prospect but it comes with several challenges as well. The limitations of rural marketing is also remarked in this review paper.