Product Attributes Influencing Rural Consumers'purchase Decision for Micro Packs - An Application of Conjoint Analysis.
Keywords:Micro-packing, Conjoint Analysis, Product Marketing, Rural Markets.
AbstractThe strategy of micro-packing is an outcome of a tenacious effort being undertaken by companies to create an awareness for their products in the rural market, and to deliver something unique to their customers. However, there lies a need to cognise the proper applicability of this strategy in the rural markets. The specific objective of the study is to analyse the consumer preferences for micro packs with special emphasis on the rural market in India. In order to attain these objectives, a sample of 450 respondents belonging to four cities of Punjab was taken. Non-probability convenient sampling was adopted for selecting the respondents and the data was examined using conjoint analysis. It was found that a calculated and impressive display of micro packs can act as a pull strategy and lure consumers into making an immediate procurement. The manifestation of contents is desirable. A micro pack, that is handy, delightfully displayed and backed up with a celebrity testimonial is contemplated as an ideal product.
How to Cite
Agadi, R.B., & Paramashivaiah, P. (1995). Rural Marketing in India, Indian Journal of Marketing, 24, (9/10), 29-32.
Anandan C., Raj, M. & Madhu, S. (1997). A Study on Brand Preference of Washing Soaps in Rural Areas. Indian Journal of Marketing, 37, 30-37.
Anitha, H. (1995). Rural Marketing No More a Thud Arrow in Marketers Quiver, Indian Journal of Marketing, 24 (9/10), 19-22.
Bhattacharya, K. (2007). Rural Marketing in India -Problems, Prospects and Emerging Dimensions, Marketing Mastermind, 32-43. Bhoyar, Pâ€ž & Nagendra, A. (2012). Effectiveness of FMCG Distribution Channels with Respect to Satisfaction of Consumers in Rural Markets, Indian Journal of Marketing, 42 (1).
Christopher, A.O. (2013). Application of the VIEW Concept of Packaging in Evaluation of Promotional Effectiveness, Business Management Dynamics, 3 (1), 47-57.
Erdogan, B. Z. (1995) Celebrity Endorsement: A Literature Review, Journal of Marketing Management, 75(4), 291-314.
Gillis, K.S., & Ditton R.B. (2002). A Conjoint Analysis of U.S. Atlantic Billfish Fishery Management Alternatives, North American Journal of Fisheries Management, 22 (4), 1218-1228.
Girisha, M., & Deepukumar. (2011). Challenges, Opportunities and Emerging Trends for Marketing, Proceedings of National Conference, Annamalai University, Thanjavur, Tamil Nadu, 11-12 Nov.
Gupta, S., & Mehra, P. (2006). Micro Brandingâ€”A Bane or Boon for Customer, Marketing Masterminds, 9 (2), 44-48.
Gupta, S., & Mehra, P. (2010). Micro Brandingâ€”A Key Tool of FMCG Pull Strategy, Indian Journal of Marketing, 40 (6), 18-23.
Gupta, S., & Mehra, P. (2012). An Empirical Study on the Effects of Packaging Attributes and Biodegradability of Micro Packs on the Perception of Consumers, Gyan Management Journal, 2 (3), 76-80.
Hart, L. G. (2012). Frontier/Remote, Island, and Rural Literature Review (Version 2.99). Grand Forks, ND: The University of North Dakota, School of Medicine & Health Sciences, Center for Rural Health. Retrieved on Dec 2012 from http://ruralhealth.und.edu/ pdf/frontierreview.pdf
Jha, M. (1998). Rural Marketing: Some Conceptual Issues. Economic and Political Weekly, 23(9), 9-16.
Jones, R. A. (1990). Modeling Consumer Preferences for Aerobic Programme Characteristics and Price Using Conjoint Analysis. Proceedings of the International Conference in University of Waterloo, Ontario, 9-12 May.
Kaikati, J.G. (1987). Celebrity Advertising: A Review and Synthesis, International Journal of Advertising, 6(2), 93-105.
Kalaiselvi, S. (2014). Brand Awareness and Customer Preferences for FMCG Products: An Empirical Study with Special Reference to Coimbatore City, International Journal of Management and Social Science Research Review, 1 (2), 225-232.
Kalotra, A. (2013). Rural Marketing Potential in India-An Analytical Study, International Journal of Advanced Research in Computer Science and Software Engineering, 3 (1), 1 -10.
Kanungo, R.N., & Pang. S. (1973). Effects of Human Models on Perceived Product Quality, Journal of Applied Psychology, 57 (2), 172-178.
Khan, S., & Khan, Y. (2012). Rural Marketing and its Impact on FMCG, International Journal of Retailing and Rural Business Perspectives, I (1), 11-20.
Kotri, A. (2006). Analysing Customer Value Using Conjoint Analysis: The Example of a Packaging Company, Tartu University Press, No. 567.
Kundu, S. (2013). Customers' Perception towards the Fast-Moving Consumer Goods in Rural Market: An Analysis, International Journal of Techno-Management Research, 1 (2), 1-15.
Kumar, P., & Dangi, N. (2013). Rural Marketing in India: Challenges and Opportunities, International Journal of Management and Social Sciences Research, 8 (2), 93-100.
Larichev, O. I. (1992). Cognitive Validity in Design of Decision-Aiding Techniques, Journal of Multi- Criteria Decision Analysis, I (3), 127-138.
Mahajan, V. (2016, December 14). How Unilever Reaches Rural Consumers in Emerging Markets. Harvard Business Review. Retrieved on Dec 2016 from https://hbr.org/2016/12/how-unilever-reaches-rural-consumers-in-emerging-markets
Mehra, P. & Singh, R. (2016 a). Consumer Brand Preferences for Micro Packs- An Empirical Study, Arth Anvesan, 70(1), 35-40.
Mehra, P. & Singh, R. (2016b). Consumer Preferences and Purchase Decision-making for Micro-packs - An Empirical Study, Vision - The Journal of Business Perspective, 20 (3), 224-236.
Misra, V. (2012). The Study of Impact of Celebrity Endorsement on Rural Consumers in India. Managerial Marketing eJournal. http://dx.doi.Org/10.2139/ssrn.2189959
Mustaquim, M. (2014, September 17). The Sachet Revolution in Rural India. Rural Marketing. Retrieved on 10 Aug 2018 from https://ruralmarketing.in/stories/the-sachet-revolution-in-rural-india/
Pareek, A., & Pincha, S. (2013). Indian Rural Market: An Impulse to FMCG Sector, IOSR Journal of Business and Management, 8(1), 21-27.
Patel, S. K. (2013). The Challenges and Strategies of Marketing in Rural India, Asia Pacific Journal of Marketing and Management, 2 (7), 34-38.
Patel, U. (2014). Rural Marketing: The 'New Avtar' of Marketing and The Key Driver for Indian Economy, International Journal of Scientific Research, 3 (8), 216-18.
Sathyanarayana, S., & Suresh, B. (2017). The Role of Packing on Buying Behaviour of Rural Consumers with Special Reference to FMCG. IRA-International Journal of Management & Social Sciences, 8 (1), 103-117.
Selvaraj, A. (2007). Rural Consumers' Behaviour Regarding Non-Durable Goods: A Study in Erode District of Tamil Nadu, Indian Journal of Marketing, 37 (12), 12-30.
Sekhar, M. R. (2009, June 5). Why Sachets are Popular in Rural India? Rural Development of India. Retrieved on 28 Feb 2018 from http://ruralindia.blogspot.com/2009/06/why-sachets-are-popular-in-rural-india.html
Tull, D. S., & Hawkins, D. I. (1996). Marketing Researchâ€” Measurement and Method (6th ed), Prentice Hall of India Private Ltd.
Velayudhan, S. K. (2007). Rural Marketing: Targeting the Non-Urban Consumer (2nd ed), Sage Publications.