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Mahatma Gandhi
Bharat
Modern out look: Old custom s and traditional cultural values have faded Level of literacy: High level of literacy Communication and infrastructure facilities: All major facilities are available to the urban customer Higher per capita Income: 65% of gross domestic product produced is shared by 30% of population.
Traditional out look: It values old customs and traditions. Cultural values have not yet faded Level of literacy: Low level of literacy Communication and infrastructure facilities: Facilities like roads, warehouses, communication systems and financial facilities are inadequate in rural India which makes distribution costly . Low per capita Income: 35% of gross domestic product produced is shared by 70% of population.
Affordability
Acceptability
Rural Marketin g
Availability
Awareness
Product level
Potential
Augmented Expected
Basic
Core
Example: Shampoo
Consumer Behaviour
Status Seeking Customer Budget Conscious Customer
Brand Model
Technology
Image Budget
Consumer Behaviour
Status Seeking Customer Budget Conscious Customer
Brand Model
Technology
Image Budget
Some brands which have done better in the rural market than the urban market, for example:
Back
Packaging
Back
Yaara da tashan..