Page 111 - DMGT509_RURAL MARKETING

Rural Marketing

Notes 2. Product
3. Brand
4. Packaging
5. Trademark

6. Logo
7. Label
8. Price
9. Placement or simply, distribution

10. Promotion or sales promotion
11. Advertising
12. Credit and its control
13. Personal selling

14. Training of marketing personnel of the firm and retailers
Items 3 to 7 are directly related to the product.
As already stated Market Research (MR) can be undertaken for any of the above stated factors.
Besides, MR is conducted to get the total market potential, its possible growth, and strengths and
weaknesses of competition with respect to the marketing mix factors.
Starting with the Product, MR can be conducted to get information or trends in the following
areas.
1. Is there a demand for the product?
2. If yes, in which market segment?

3. What is the level of demand?
4. Is there a demand in peripheral segments? If yes, then what is its level?
5. Is the product acceptable to the market as it is, or would any modification be necessary?
6. Are the product package, brand, trademark, label and logo eye-catching enough?

7. Is the package size acceptable?

Did u know? Primary MR or Market Survey is conducted by collecting data or information
directly from the consumers. Before launching on a full scale survey which entails heavy
expenditure, it is advisable to conduct a Sample survey where the survey is conducted in
a limited area to test the methods used.

6.2 Marketing Research Objectives

From the view point of Marketing Manager, the most useful role of MR is in the area of market
demand and supply, in ever changing, mostly growing market and increasing competition.
It is important to define MR objectives as the starting point of MR. The accuracy of the objective
definition would be the key factor in the accuracy of MR findings. The main objectives of MR are
as follows:

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