UNIT 1 -5 CONSUMER BUYING DECISION PROCESS.pdf
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- 3. CONSUMER BUYING DECISION PROCESS PROBLEM RECOGNITION INFORMATION SEARCH : Heightened Attention Active Search EVALUATION OF ALTERNATIVES : PURCHASE DECISION POSTPURCHASE BEHAVIOUR
- 4. BUYING DESION FOR A FOUR WHEELER : AN EXAMPLE URBAN FIRST HANDINFORMATION FROMTV , INTERNET,Ads, DEALER’S OPINION PROPERANALYSIS/ CONSULTATION BUYER MAKES THE FINAL DECISION HIGH RISKTAKINGHENCE EITHER SATISFEACTION / DSSONANCE BUYING PROCESS NEEED RECOGNITION INFORMATION SEARCH EVALUATION OFALTERNATIVES PURCHASE DECISION PURCHASE RURAL FIRST HANDINFORMATION FROMA FELLOW USER, DEALER. INFORMATION FROMFELLOW OWNERS& OPINION LEADERS FINALDECISION BY THE BUYER/ADULT SON/PROGRESSIVEVILLAGE FARMER / MECHANIC LOW RISK TAKINGHENCE HIGHER SATISFACTION AND LOWER DISSONANCE
- 5. Project Shakti • Project Shakti is an initiative to financially empower rural women and create livelihood opportunities for them. It provides a regular income stream for the Shakti entrepreneurs and their families.
- 6. HOW IT WORKS : • Unilever Provides Training On Basic Accounting, Selling Skills, Health & Hygiene And Relevant IT Skills To Shakti Entrepreneurs • Equips Them With Smart Phones Which Have Been Enabled With A Mini Enterprise Resource Package (ERP) Which Helps Them To Run Their Business EfficientlyAnd Further Augment Their Income. • Unilever Has Trained Thousands Of Shakti Ammas Across The Villages In A Bid To Develop An Entrepreneurial Mindset And Make Them Financially Independent And More Empowered • Today, Project Shakti provides livelihood enhancing opportunities to over 70,000 Shakti Entrepreneurs who distribute our productions in more than 165,000 villages and reach over four million rural households.
- 7. Introduction Of Shaktimaans • In 2010, the Shakti programme was extended to include ‘Shaktimaans’ who are typically the husbands or brothers of the Shakti Ammas • Shaktimaans complement our Shakti Ammas. They sell products on bicycles in surrounding villages, covering a larger area than Shakti Ammas can cover on foot. • There are 48,000 Shaktimaans across India
- 8. Coca-Cola India’s Thirst for the Rural Market • “We want to be the Hindustan Lever of the Indian beverage business.” Sanjeev Gupta, Deputy President – Coca-Cola India in May 2002 • The advertisement campaign featured leading bollywood actor – Aamir Khan • The advertisement with the tag line – ‘Thanda Matlab Coca-Cola” targetted the Rural and semi-urban areas.
- 9. …Contd. • Positioning as a generic product ( THANDA) • CCI began focusing on the rural market in the early 2000s in order to increase volumes • Two major obstacles to cracking the rural market for CCI: • The poor rural infrastructure • Consumption habits that are very different from those of urban people • Because of the erratic power supply most grocers in rural areas did not stock cold drinks • Also, people in rural areas had a preference for traditional cold beverages such as ‘lassi’
- 10. CCI’S RURAL MARKETING STRATEGY • CCI’s rural marketing strategy was based on three A’s – Availability, Affordability and Acceptability. 1. AVAILABILITY IN URBAN AREAS IN RURALAREAS BOTTLING PLANT RETAILERS SPOKES BOTTLING PLANT HUB RETAILER RETAILER RETAILER
- 11. • Spokes fed the retailers catering to the demand in rural areas. • CCI not only changed its distribution model, it also changed the type of vehicles used for transportation. • The company used large trucks for transporting stock from bottling plants to hubs and medium commercial vehicles transported the Stock from the hubs to spokes • For transporting stock from spokes to village retailers the company utilized auto rickshaws and cycles • They use all possible means of transport that range from trucks, auto rickshaws, cycle rickshaws and hand carts to even camel carts in Rajasthan and mules in the hilly areas
- 12. Affordability • Apart from strengthening its distribution network, CCI also focused on pricing in rural market. • 300 ml bottles were not popular with rural semi- urban residents where two persons often shared a 300 ml bottle. • Rs. 10 was considered to be high • In 2002, CCI launched 200 ml bottles (Chhota Coke)priced at Rs. 5/- • CCI also targeted the rural consumer aggressively in its marketing campaigns, which were aimed at increasing awareness of its brands in rural areas.
- 13. Acceptability • The initiatives of CCI in distribution and pricing were supported by extensive marketing: In the mass media & Through outdoor advertising • The company put up hoardings in villages and painted the name Coca Cola on the compounds of the residences in the villages • CCI also participated in the weekly mandies by setting up temporary retail outlet and also took part in the annual haats and fairs - major sources of business activity and entertainment in rural India.
- 14. BRANDING STRATEGY IN RURAL COMMUNICATION COCACOLAINSTALLED SOLAR COOLERS IN RURAL & SEMIURBAN AREAS
- 15. • Between March and September 2003, CCI launched three commercials with the ‘Thanda Matlab Coca-Cola’ tag line. • These ads aimed to make rural and semi-urban consumers connect with Coca-cola. • In first: Aamir Khan featured as a ‘tapori’ (street smart) and makes the association between Coca-Cola and the word ‘Thanda.’ • In second series Aamir Khan featured as a ‘Hyderabadi shop-keeper’; and equates the word ‘Thanda’ with Coca- Cola • The third commercial featured Aamir Khan as a ‘Punjabi farmer’ who offers Coca Cola to ladies asking for Thanda.
- 16. The Tapori The Hyderabaadi & The Punjabi Farmer
- 17. • References 1. Kashyap Pradeep (2012). RuralMarketing, Dorling Kindersley ( India) Pvt. Ltd., New Delhi. 2. Chetan Priti ( 2016). RuralMarketing ( Focus on FMCGs) Jnanada Prakashan 3. https://www.yourarticlelibrary.com/marketing/rural-marketing/rural-marketing-introduction-concept- and-definitions/48725