Page 89 - DMGT509_RURAL MARKETING

Rural Marketing

Notes 2. Toilet soap sells about 50% of washing soap cakes.
3. Electric bulbs sell six times than the tube lights.
4. Nail polish sells about the same as lipsticks.
5. Leather shoes sell 50% than the casual shoes.

Product penetration in urban and rural India is as follows:

S.No. Products U rban% R ural% Total%
1. Tooth care 90 50 60
2. W ashing powders 100 90 98
3. Tea 90 70 80
4. Milk powder 9 3 5
5. Butter 10 2 4
6. Salt 100 95 97
7. Chocolates 10 2 4
8. Ice cream 25 10 14
9. Sham poo 25 9 13
10. Hair oil 90 85 87
11. W rist watches 45 20 28
12. Talcum powder 45 25 30
13. Lipsticks 22 12 15
14. Nail polish 40 30 32

S.No. Religion %
1. Hindus 81
2. Muslims 12
3. Christians 2
4. Others 5

Self Assessment

Multiple Choice Questions:
12. Goal substitution occurs on non-attainment of:
(a) Target (b) Goal

(c) Customer (d) Promotion
13. Ego-defensive function in which product enhances:
(a) Knowledge (b) Speed
(c) Self Concept (d) Confidence

14. A company may launch its new product to meet the needs and requirements of the:
(a) Rural Customers (b) Urban Customers
(c) Hitech Customers (d) Loyal Customers
15. Self-image is the some total of a person as he thinks about himself and it is a guiding factor
in purchase decision along with wisdom of opinion leaders.
(a) Opinion Leaders (b) Group Leaders
(c) Judge (d) Common People

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