Rural Consumer Behavior Research: Introduction Chapter – Chapter 1

Summary

Rural consumer behaviour is the focus. Students learn about research methods and processes used in marketing studies. The document also discusses Pepsi's marketing strategies in India.

Introduction to rural consumer behaviour

Rural consumer behaviour is defined. The aims, objectives, hypothesis and purpose of the research are discussed. Future research areas are suggested.

Research methodology and process

Research design, sampling procedures and research tools are detailed. The justification for using particular research techniques is given. Limitations faced by the researcher are included.

Pepsi's marketing strategies in India

Pepsi's history and success in India are described. The role of the RKJ Group in Pepsi's operations is outlined. Pepsi's advertising strategies are discussed.

Data collection and analysis

The behaviour and merchandising of route agents are inquired about. The performance of various brands and customer responses are assessed. The effectiveness of promotional materials is evaluated.

Key terms

Systematic sampling

A sampling method where every nth record is selected from a list of population members.

Stratified sampling

A probability method that reduces sampling error by dividing the population into subsets.

Route agents

Agents who distribute products and collect data on customer behaviour and responses.

Promotional materials

Materials used to promote a brand, such as display boards, posters and banners.

Hinglish

A mix of Hindi and English used in advertising.

Market analysis sheet

A sheet used to record data collected from route agents about customer behaviour and responses.

Questions this document helps with

• How does Pepsi use advertising to reach rural consumers?
• What sampling methods are used in rural consumer behaviour research?
• How do route agents help in understanding rural consumer behaviour?

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