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, the authors reported a study on rural consumers to understand how effectively rural marketing could be done.
Buying decisions of consumers differ from rural to urban area. Due to low per capita income of the consumers, low consumption patterns were witnessed among the rural population as compared to urban population. In addition, urban consumers are more brands conscious and are aware of new trends and technologies.......
Assignment Questions
I. Identify the sampling procedure used. Elaborate more on the procedure.
II. .............
Exhibit
Exhibit I: Brief of Satara District