Page 112 - DMGT509_RURAL MARKETING

Unit 6: Rural Marketing Research

1. Demand projection for the product in a given area for an acceptable period like one year. Notes
This takes into account the historical demand of past years, market dynamics and changing
business environment.
2. Competitive activities, product differentiation, entry barriers.
3. Competitive market share.
4. Brand positions.

5. Competitive prices vis-à-vis brand equity.
6. Advertising and promotional strengths of competition.
The next range of MR objectives are in the area of customers needs, as given below.
1. The product benefits customers are seeking.

2. Product usage with different customer groups, light or heavy usage.
3. Top of the mind recall.
4. Price and quality perceptions.
5. Purchase decision procedures, and the persons involved in it.

6. Reasons for brand preferences.
Let us see the types of MR being conducted.
1. Exploratory research is conducted to confirm thoughts and ideas. Since these are conducted
in small areas, they are low in cost and they take less time.
2. Statistical research deals with frequency of events like the purchase action. Such research
provides inputs for analysis, as the variables for the research are pre-decided, for e.g. as
how often are car batteries changed in Maruti cars, time, and brand of batteries being the
variables.

3. Casual research is conducted on case to case basis, like effect of price changes on product
sales.

6.3 Market Survey

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. Both Qualitative and Quantitative information can be gathered through market
surveys.

The survey can be conduced in several ways.

Observation Method

Ideally observations can be made in closed conditions like an auditorium, laboratories to get
the real motivation that making people buy or reject a product. In labs, scientists can simulate
conditions you may or may not encounter in real life, thereby making your observations really
authentic and for improving the success rate. If you want to know the number of vehicles
polluting the atmosphere in Delhi, you could stand near congested crossing and observe the
vehicles which are polluting, for a month or so which would give you enough information as
sample survey. More detailed information would take much more time, many more crossings

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