rural marketing

1. Chapter 5

2. Chapter Objectives
Planning of market research in rural India
Data collection methods, measurement, scaling
methods, questionnaire design and sampling
Field procedures and rural realities
Do’s and don’ts for researchers
The major players in rural research
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3. Why Rural Research
Rural consumer is an unknown ‘consumption unit’
Buyer motivation
Influencers
Where do they buy?
No data on rural markets and consumer
No brand information
 Regional and local brands are not mapped
 Spurious brands
Companies do not have any channel control
mechanism below the sub-stockist level in small
town
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4. Rural Consumer Is he different?
Less Literate
Less exposure to media (media dark zones)
Occupation
An undeclared entrepreneur – Risk bearer
Security environment
Infrastructure conditions
Access to products & brands
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5. Planning the Rural Research
Research Objectives and Design
Types of Rural Studies
4 As of rural marketing – acceptability, affordability,
awareness and availability
U&A (Usage and Attitudes) or KAP (Knowledge,
Attitudes and Practices
Feasibility
Mapping distribution, promotion and communication
channels
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6. Secondary Data Research
Data Source Description
Census Once in 10 years; captures data on rural
NCAER
Largest sample surveyor in the country; data on
demographics, durables and non-durables
NSSO
Consumption and expenditure related data on major
products and services
CSO
District level data on demographics, economic
indicators, infrastructure and welfare related data
Statistical Abstracts
Statistical records on demographics, economic
indicators, infrastructure and welfare related data
Panchayat Offices
Village level information household wise on
demographics, health
Rural panels of MR
companies
ORG, MARG panels that collect data on consumption
and expenditure on a daily basis
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7. Primary Data Collection
Normally in-depth interviews and focus group
discussions
The researcher has to make his purpose very clear and
explain benefits to the villagers in the long run
The challenge is to make the villagers participate
actively
Research tools like Participatory Rural Appraisal (PRA)
are used extensively in rural as they are designed to
empower the respondent such that he/she voluntarily
participates in the research process.
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8. Advantages of PRA over Focus Groups
Advantages of PRA
Rural people have greater capacity to map, model, quantify &
estimate, rank, score & diagram than an outsider
Large, heterogeneous group ensuring participation from all walks of
life
Relaxed rapport facilitates participation
Expression is both verbal and non-verbal
Participants cross check among themselves for accuracy
Information gathered is shared to check on acceptance
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9. Advantages of PRA over Focus Groups
Participatory Rural Appraisal Focus Group Discussions
Large and heterogeneous in nature,
ensuring participation from all walks of
life
Typically small and
homogeneous in nature
As expression is both verbal and non-
verbal, even less assertive people can
express their views
A verbal channel – outspoken
individuals dominate the
discussion
Moderator’s role is low; hence
information flow is more natural
Moderator’s role can be high in
evoking response from all
sections
Attitudes and behavioural change
oriented
Action oriented
On the spot analysis by participants Analysis done by moderators
Cross checking and validation of data can
be done on site by involving other
members of groups
Reiterative process till
consensus is reached
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10. PRA Tools
Social mapping to capture house locations and caste
distribution throughout the village
Resource mapping to capture availability of resources
throughout the village
Seasonality diagram
Venn diagrams to identify various issues with their
relative importance
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11. PRA Application – Activity Clock
Maps the economic &
social activities in
daily life… identifies
time window
available for
communicating
with consumer
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
Wake up
6
Milk Collection
7
8
Agri
Operations
5
9
10
11 12
4
3
2
1
Newspaper
TV
Fieldwork
Lunch
Rest
Agri
Management
Milk Collection
AM
PM
Bhajan
Gossiping
At Chaupal
Dinner
Family Time
TV

12. Measurements and Scaling Methods
Simple and easy to understand
Make use of visuals and colours
Ensure involvement of
respondents
Empower the respondentsRMH 05 12
Face 1 Face 2
Face 3 Face 4 Face 5
Face 1 2 3 4 5
Rating (out of 5) 5 4 3 2 1

13. Are Western Techniques Adequate?
Issues with Sampling design
 No listing of households
 Village has clusters of households based on caste/religion
 Joint families
 Multiple occupations
Issues with data collection
 Application of rating scales or ranking tools
 Apprehension about responses being documented
 Life of approximation
 Brand recognition poor
 Rural Connotations can be different
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14. Instrument Design
Use simple and direct questions
Questions should be self-explanatory
Questions should not be ambiguous
Questions should have a logical flow moving from
general to specific and from macro to micro
Use properly translated questionnaire/discussion
guide
Translation should ensure sensitivity to local
connotations
A very large questionnaire may drive respondent
impatient
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15. Sampling
Use socio cultural indicators to identify region for
study
Village pop strata to segment potential areas
Use socio economic indicator to classify target
respondents
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Category Population Ratio
Large >5000 1
Medium 2000-5000 3
Small 1000-2000 4
Tiny < 1000 12

16. Village Sampling
Villages could be selected on the basis of:
Population
Population of product
Proximity to highway or remote location
Occupation profile
Religion
Tribal population
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17. Respondents Sampling
Done on SEC classification:
R1 Most prosperous 4%
R2 11%
R3 37%
R4 Least prosperous 48%
Most studies in rural are qualitative in nature and
hence require small samples
75% of rural segment is employed in agriculture
hence it is more homogeneous
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18. Issues related to Communication
Above the Line
Readership surveys
Listener ship surveys
TRP
Below the Line
No media rating tool
No standard method to measure exposure
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19. Do’s and Don’ts of Rural MR
 Wear simple clothes and greet them in their way
 Familiarise yourself with the local dialect
 Discuss unrelated issues to develop rapport
 Lead from general talk to specifics
 Clarify the purpose of the survey
 Make the respondent a part of the project
 Make the respondent feel he is leading the interview
 Listen carefully and play the role of a learner
 Careful handling of sensitive subjects
 Intersperse close ended questions with open ended questions
 Remember villagers gather and there are no one to one interviews.
Request observers not to prompt
 Avoid being over friendly
 Carry food, water and first aid kit
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20. Attributes of Rural Researchers
Develop a rural mindset
Effective communication with emphasis on active
listening
Discerning ability
Sensitivity
Memory
Patience
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21. Location for conducting research
Caste neutral place in the village
Where it is easy to find people and initiate a
conversation
Suggested venues:
Retailer/STD booth
Tea stall
Playground
Chaupal
Haat
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22. Limitations of rural research
Low literacy
Poor media exposure
Low brand and product awareness
Local language communication
Inaccessible roads
Social taboos
Interview timing
No revalidation of data
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23. Rural Market Research Industry
Indian market research industry is worth Rs. 4,000 crores
of which only 2 to 3% is estimated to be rural
Major players are:
NCAER for large scale national sample surveys
IMRB (SRI) for social issues as well as for rural marketing
A C Nielsen ORG MARG – the largest social research
consultancy from conceptualisation to final implementation
MART for successful innovations in the 4 As of rural
marketing with path breaking research on haats and melas,
spurious products, rural distribution, media and consumer
behaviour
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