Page 136 - DMGT509_RURAL MARKETING

Unit 7: Segmenting, Targeting and Positioning

Notes
Figure 7.2: Mica Rural Marketing Ratings

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Caution Effective market segmentation takes effort. It is not something that comes easily
for any business. It requires a great deal of skilled research and effective implementation
of segmentation strategies.

7.4.3 Linquest

Initiative Media developed Linquest, a software package that provides marketers with data on
rural India. The data can be sorted based on five parameters:
1. Demographic

2. Agricultural
3. Income
4. Literacy
5. Civic Amenities

Depending on the product being launched, marketers will be interested in certain parameters
such as literacy levels, male-female ratios, bank deposits, income levels, accessibility,
dispensaries, schools and distance from the nearest town.

7.4.4 Indian Market Demographic

Demographics refers to physical characteristics of people such as sex, age, ethnicity,
income, family size, occupation, education, marital status, social class, and stage of the family
life cycle.

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