6th madhulika singh
TRANSCRIPT
7/27/2019 6th Madhulika Singh
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VAKRANGEE SOFTWARESLIMITED
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ANALYSIS OF RURAL RETAIL
CONSUMER BEHAVIOUR, TOUDERSTAND THE SCOPE OF
RURAL MARTS
Project guides
• Mr. Santosh dash
(C.E.O (Retail ,BFSI) By:
• Mrs. Charu Bisaria Madhulika
singh
(Asst. prof. Amity University) MBA-IB
( 2012 – 14)
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OBJECTIVES OF STUDY
To understand the buying behavior of RuralConsumers
To understand the demands and
expectations of Rural Consumers
To know what different
factors affect Consumer behavior
To understand their Income pattern, Spending
pattern, and Saving pattern
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RESEARCH
METHEDOLOGY Research Type Adopted – Descriptive Method
Data collection technique – Primary Data throughquestionnaire, by way of telephonic interview
Sample Plan – Village Level Entrepreneurs fromdifferent Gram Panchayats
Sample Size – 140 respondents , 10 from
each district
Sampling Method used – Stratified simple
random sampling
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FINDINGS FROM STUDY
More than 80% of households have a family size of 5 – 10members
More than 90% of households are electrified
75% of Rural population have an average yearly income over50,000
Top 3 Non food expenditures are: Children schooling , Mobilerecharge, Petrol/Diesel
10-30% of households have taken loans from Banks, morethan 90% of villagers have taken loans from ‘Kishan Creditcards’.
Top three Non-Farming occupations : Commercial shops,Dail villa e labor Labor in nearb cit
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SHARE OF WALLET
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FINDINGS CONTINUED
Impressive growth in spending in Health and Educationsectors.
Huge spending done by government in Rural Areas – NAREGA , Bharat Nirman
Significant increase in MSP
Rural FMCG growth outpacing
urban both in value and volume
Increase in mechanization ,
instead of decrease in farm profitability
Steady growth in two wheelers, almost half of motorcyclesales come from Rural areas.
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LIMITATIONS
The sample respondents are limited to the State ofRajasthan
Samples available at the time of fieldwork are smaller innumber to be generalized on a larger perspective
Large number of non-responding respondents
Lack of awareness and
illiterate respondents
Difficult to gather information
through telephonic interview
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CONCLUSION
Rural market is very large in compare to urban market as well asit is more challenging market
Rural population demand products which are easily availableand affordable
Rural consumer no longer is a layman, heis aware of the brands , the specialty
products, even their purchasing power has
increased slightly.
Future of Rural market is promising for those who understandthe dynamics of rural market and exploit them to their bestadvantage.
The scope of Rural Marts is very promising amnd there arechances of it being successful.
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RECOMMENDATIONS
Company should adapt rigorous marketing strategies, inorder to spread awareness
They should try to expand their area of focus and reachas many people as possible
Focus on Organized Rural Retail
Company should spend more in Promotional activities
and Campaign
Rural consumers prefer electronic products now, henceit is a profitable sector for the company
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FUTURE PROSPECTS IN
RURAL MARKET By 2017 Rural per capita consumption of FMCG’s to
equal current Urban Levels
Non farm sector to contribute 70% of Rural Incomes by2020
40% Tele density in Rural India by 2014
Construction of 12 million pucca
houses by 2015 under Indira Awas Yojana
Health spend to rise two folds
100% road connectivity by 2020