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ABSTRACT
Promotion is considered as one of the key tools of marketing services. It is true for rural & urban markets. In the present research paper, 1 iers intend to focus Promotional Mix elements in fast moving goods brands in rural markets.
The researchers have explored some new variables that may play key role in determining promotional mix for FMCG brands in rural markets through principal component analysis. Researchers" interest shall lie in exploring items to determine promotion mix. The selected research design is oriented towards exploratory with the sample size of 500 respondents in the district of Barabanki villages.
The objectives of the research paper : as follows:
1) To determine new variables for ρ ICG in Rural Markets.
2) To develop the model for promotion mix based on advertising elements and promotional schemes for FMCG in ι
The paper is based on primary research where by the data have been collected through Questionnaires which is structured and measures respondents attitude on rating scales.
Keywords: Principal component analysis, Exploratory research design, Promotion Mix, FMCG, Rural Markets, Advertising Elements, rating scales.
OVERVIEW
India as a diversified economy reflects its shades in not only culture & Religion but also marketing of products. A Market professional always strive for promotional techniques that suit best in the target market.
Rural marketing is a special form of marketing as special form of marketing of products in villages. At this level as researchers, we find the difference lies only in the degree of marketing of products not in the degree of marketing of products not in the type of marketing. As a marketer, you need to adopt different approach to attract rural consumer, you need to identify special (customized) needs of the rural consumer. As per statistics, Indian rural market is very vast and over 750 million consumers (74%) of India's one billion plus population lives in 6.27 Lakh Villages. It is about 12% of the world's population. The size of rural market is estimated to be Rs. 3500 Billion out of which agricultural products value at Rs 2500 Billion. 43-71%, the Fast moving consumer goods market accounts for 14.29% while market size of agriculture inputs and equipments accounts for 12.86%. Again the market size of durables is estimated...