Rural Marketing, Media Planning and Consumer Protection

by Meenu Agrawal

Overview

According to a 2011 census, the rural population is 68.8% of the total population of India. The rural population is scattered across 6 lakh villages. Ministry of Rural Development (MoRD), Government of India, is the nodal agency for rural development in India. It coordinates, implements and funds schemes which aim at ensuring that the fruits of economic development reach the villages and the common man. Marketing is the most important function for the success of any business organisation. Therefore, marketers have learnt new techniques and have become more creative. In India, rural consumers' behaviour is not always rational on account of their illiteracy, ignorance, and poverty. While buying goods and services, they are influenced mostly by personal, traditional, and psychological factors. In addition, their behaviour is also guided by those needs which are not satisfied as yet. On account of these drawbacks, they suffer heavily, and this situation can be remedied only through education and awareness. The present age is the age of advertising; their impact on consumer education and behaviour is profound. Advertisements guide the consumers in selection of goods and services, which they use in their daily life. Though the outlook of rural consumers is still largely traditional, advertisements and aggressive marketing in recent years have affected their buying behaviour considerably. This book highlights the characteristics of rural consumers in India, their buying behaviour and problems. It also examines the barriers in rural consumer education and the steps taken by public authorities to promote awareness among rural consumers. [Subject: Marketing & Research, Sociology, Economic Development]

Product Details

ISBN-13:	9788177084276
Publisher:	New Century Publications
Publication date:	07/31/2016
Pages:	186
Product dimensions:	5.75(w) x 8.75(h) x 0.80(d)

Table of Contents

About the Book v

About the Author vi

Preface xii

1 Rural Consumer Behaviour 1

1.1 Rural India: An Overview

1.1.1 Degree of Ruralisation

1.1.2 Rural Poverty

1.1.3 Constitutional Provisions for Rural Development

1.1.4 Ministry of Rural Development (MoRD)

1.1.5 Council for Advancement of People's Action and Rural Technology (CAPART)

1.1.6 Training of Rural Development Functionaries

1.1.7 Information, Education and Communication (IEC)

1.1.8 District Rural Development Agency (DRDA)

1.1.9 Mahatma Gandhi Institute for Rural Industrialisation (MGIRI)

1.2 Consumption and Consumer Behaviour

1.3 Rural Consumers

1.4 Impact of Advertisements

1.5 Rural Consumer Education

2 Rural Marketing 19

2.1 Marketing in the Globalized World

2.2 Rural Marketing

2.3 Marketing Research

3 Rural Consumers and Advertising: Global and Indian Experiences 25

4 Consumer Behaviour: Conceptual Perspective 41

4.1 Consumption

4.2 Consumer

4.2.1 Consumer Behaviour

4.3 Rural Consumer

4.3.1 Rural Consumer Behaviour

4.4 Consumerism

4.5 Consumer Movement

4.6 Consumer Welfare

4.7 Consumer Education

4.7.1 Rural Consumer Education

4.8 Advertisements and Advertising

5 Problems of Rural Consumers 50

5.1 Adulteration

5.2 Short Weighing and Measuring

5.3 Imitation Manufacture

5.4 Unfair Guarantees and Warranties

5.5 Sales Gimmicks

5.6 Lack of Quality Control and Safety

5.7 Massive Profiteering

5.8 Sub-standard Quality

5.9 Unreasonable Price

5.10 Evil Practices of Multinationals

6 Determinants of Buying Behaviour 57

6.1 Characteristics of Consumer Buying Behaviour

6.1.1 First Stage: Problem and Need

6.1.2 Second Stage: Search for Alternatives

6.1.3 Third Stage: Evaluation of Alternatives

6.1.4 Fourth Stage: Awareness

6.1.5 Fifth Stage: Understanding

6.1.6 Sixth Stage: Attitude

6.1.7 Seventh Stage: Conviction

6.1.8 Eighth Stage: Trial

6.1.9 Ninth Stage: Buying Decision

6.2 Factors in Consumer Behaviour

6.2.1 Personal Factors

6.2.2 Attitude Factors

6.2.3 Psychological Factors

6.2.4 Cultural and Religious Factors

6.2.5 Social Factors

6.2.6 Information Factors

6.2.7 Marketing and Advertisement Factors

7 Advertising and Brand Building 64

7.1 Forms of Advertisements

7.1.1 Press Advertisements

7.1.2 Newspapers

7.1.3 Magazines

7.1.4 Film Advertisements

7.1.5 Radio Advertising

7.1.6 Television Advertising

7.1.7 Direct Mail Advertising

7.1.8 Outdoor Advertising

7.1.9 Speciality Advertising

7.1.10 Point of Purchase Advertising

7.2 Nature of Advertisements

7.2.1 Product Advertising

7.2.2 Institutional Advertising

7.2.3 National, Local and Co-operative Advertising

7.2.4 Consumer and Industrial Advertising

7.2.5 Rational and Emotional Advertising

7.3 Advertising to Children

7.4 Advertising Standards

7.5 Advertising Regulation

7.6 Advertising Research

7.7 Branding

7.7.1 Emotional Branding

8 Consumer Protection and Education 82

8.1 Role of the Government

8.2 Department of Consumer Affairs

8.3 Major Legislations to Protect Consumers

8.3.1 Sale of Goods Act, 1930

8.3.2 Drugs and Cosmetics Act, 1940

8.3.3 Prevention of Food Adulteration Act, 1954

8.3.4 Essential Commodities Act, 1955

8.3.5 Trade and Merchandise Mark Act, 1958

8.3.6 Monopolies and Restrictive Trade Practices Act, 1969

8.3.7 Standards of Weight and Measures Act, 1976

8.3.8 Contract Act, 1982

8.3.9 Consumer Protection Act, 1986

8.4 Mumbai Grahak Panchayat

8.5 Consumer Online Resource and Empowerment (CORE) Centre

8.6 Consumer Clubs

8.7 Consumer Education and Awareness

8.7.1 Areas of Consumer Education

8.7.2 Determinants of Consumer Education

8.8 Impact of Education on Consumer Behaviour

8.9 Consumer Protection

8.9.1 Brief History

8.9.2 Need for Consumer Protection

8.9.3 United Nations and Consumer Protection

8.9.4 Role of Standards

8.9.5 Quality Council of India (QCI)

8.9.6 Consumer Protection Act, 1986

9 Competition Policy and Consumers 111

9.1 Objectives of Competition Policy

9.2 Positive Effects of Competition

9.3 Economic Reforms and Competition

9.4 Competition Act, 2002

Appendix: Rural Consumer Behaviour and Advertising: A Case Study 117

Bibliography 157

Index 167