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Sampling Design to Understand the Consumer Behavior in Rural Market

CASELET, STATISTICS FOR MANAGEMENT
ET Cases, 2 pages

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Sampling Design to Understand the Consumer Behavior in Rural Market

According to many studies, the rural population, which constitutes nearly 70% of the Indian population, was always ignored by the companies due to its low-income  level, low literacy rate, high cost because of improper infrastructure facilities, etc. Most of the companies gave nominal importance to the rural markets due to unavailability of proper distribution channels, media and low awareness. However, in the early 21st century, as the growth in the urban market started stagnating, the companies were forced to explore new markets. Thus, the foray into the rural market for growth became evident. However, as rural consumer is different from urban consumer in terms of age, occupation, economic situation, lifestyle, priorities, attitudes, etc., they had to be dealt in a different manner. Many researches have been conducted towards understanding consumer behavior in rural marketing. In a paper titled, Rural Marketing – Understanding the Consumer Behaviour and Decision Process,1 the authors reported a study on rural consumers to understand how effectively rural marketing could be done........

 



  • 1 Mandar Naresh Dhumal, et al., Rural Marketing – Understanding the Consumer Behaviour and Decision Process, RM88-03-024, Dr. Vikhe Patil Foundation’s Centre for Management Research and Development

Teaching Note Preview

Sampling Design to Understand the Consumer Behavior in Rural Market

Prerequisite Conceptual Understanding

  • • Richard I. Levin and David S. Rubin, “Chapter 12: Sampling and Sampling Distribution”, Statistics for Management, 7th Edition, Pearson Education, 2008

 

Synopsis

This caselet facilitates an understanding of the application of sampling plan and sampling procedure. The caselet uses a situation brought to light through a study Rural Marketing – Understanding the Consumer Behaviour and Decision Process,1 to understand the rural markets, to enable a discussion on sampling. The caselet attempts to design a sampling plan for a study based on population.

Expected Learning Outcomes

At the end of the caselet discussion, the students are expected to know:

  • • The basics of sampling
  • • The details of sampling plan and procedure

 

Assignment Questions

  • I. Identify the sampling procedure used. Elaborate more on the procedure.
  • II. Evaluate the sampling plan. If you were to do the sampling, what would be your sampling procedure? Explain.

 

Teaching Plan

The Teaching Note follows a defined Teaching Plan [Annexure (TN)-I], which guides in conducting the classroom discussion................

 



  • 1 Mandar Naresh Dhumal, et al., Rural Marketing – Understanding the Consumer Behaviour and Decision Process, RM88-03-024, Dr. Vikhe Patil Foundation’s Centre for Management Research and Development

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Abstract


This caselet facilitates an understanding of the application of sampling plan and sampling procedure. The caselet uses a situation brought to light through a study, Rural Marketing - Understanding the Consumer Behaviour and Decision Process,1 to understand the rural markets, to enable a discussion on sampling. The caselet attempts to design a sampling plan for a study based on population.



Pedagogical Objectives

  • To understand the basics of sampling
  • To discuss the details of sampling plan and procedure


1 Mandar Naresh Dhumal, et al., Rural Marketing - Understanding the Consumer Behaviour and Decision Process, RM88-03-024, Dr. Vikhe Patil Foundation's Centre for Management Research and Development



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