Page 257 - DMGT509_RURAL MARKETING

Rural Marketing

Notes (c) User states: markets can be segmented into consumers.
E.g., user potential user, first time user, and regular uses of a product.
(d) Loyal states: consumers have buying degree of loyalty to specific brands, stores and
other entities.
(e) Buyer readiness stage: a market consists of people in different stages of readiness to
buy a product. Some all universe of the product, some all aware, some all informed
and some derive the product.
(f) Attitude: five attitude groups can be ford in a market enthusiastic, positive, indifferent,
negative
5. Multi-attribute segmentation: one of the most promising developments in multi attribute
segmentations called geo-destering yields richer descriptions of consumers and neighbor
goods than traditional demographic.

Self Assessment

Multiple Choice Questions:
13. Markets can be segmented into:
(a) Consumers (b) Purchases

(c) Sellers (d) Buyers
14. .................... segmentation call for dividing the market in to different geographic units
such as nations, states, regions, countries, cities.

(a) Physical (b) Timely
(c) Geographic (d) Vertical



Case Study Tractors and Farm Equipment Ltd

T AFE has emerged as the second largest tractor manufacturer in the country in the
last fiscal, displacing Punjab Tractors Ltd (PTL), which slipped to fourth place.

In terms of sales, the company was placed only next to market leader Mahindra & Mahindra,
which saw a sales jump of about 32 per cent to 65,390 units in the year.
TAFE, a unit of Chennai-based Amalgamations Group, improved its sales by about
36 per cent in the last fiscal to 33,848 units as compared to 24,895 units in the previous
year, according to data compiled by the Tractor Manufacturers’ Association (TMA)
showed.
The company’s market share also saw an increase in the year to about 13. 67 per cent from
12. 98 per cent in the previous year. This market share may jump to more than 20 per cent
in the current year if TAFE goes ahead with its proposed acquisition of the tractor business
of Eicher Motors.

Meanwhile, PTL despite seeing a jump in sales of about 18. 4 per cent to 30,330 units in
2004-05, as compared to 25,602 units in the previous year, saw a drop in market share by
about one per cent in the year.
Contd...

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