Rural Brand Preference Determinants in India
Rural Brand Preference Determinants in India
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印度农村品牌偏好的决定因素
DOI：
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发表时间：
2008
期刊：
影响因子：
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通讯作者：
R. Krishna
中科院分区：
文献类型：
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作者：
Sandip Anand;R. Krishna
在过去的几年里，印度农村和城市的支出模式一直在变化。可自由支配的收入已经开始进入移动的手机、电视、白色商品和摩托车。然而，快速消费品品牌在印度的渗透率，特别是在印度农村地区，是如此之低，增长潜力仍然巨大。自1980年代以来，农村市场一直在稳步增长。农村市场对大多数公司的增长至关重要。例如，HLL的年营业额995.4亿卢比中有一半以上来自农村市场。但是，尽管农村所占比例很高，但农村普及率很低，因此提供了巨大的增长潜力。第十个五年计划中提出的农业改革，农业信贷的容易获得，卢比。最近推出的连接190万个村庄的60，000亿卢比村庄道路计划和改善的通信网络可能会对农村经济和收入产生巨大的刺激作用，从而提高渗透率，并在未来几年提高消费率。“这些曾经在地图上无足轻重的村庄和小镇，现在正引起全球营销巨头和媒体策划者的注意。由于全球化、经济自由化、IT革命、印度侨民、女性力量和基础设施的改善，今天印度农村中产阶级的可支配收入比城市更多。除了农村广告，农村营销也在获得新的高度。”（Bhatia，T.K; 2000年）公司在开拓农村市场时面临许多挑战，其中一些更关键的挑战是：了解农村消费者，将产品和服务送达偏远农村地区，以及与形形色色的农村受众沟通。农村消费者与城市消费者有着根本的不同，不同的农村地区表现出相当大的异质性，这就要求采取针对农村和区域的战略。在城市家庭中，整个家庭都参与购买，但在农村社区，妇女与市场的接触很少，购买决定由男子作出，社区决策在农村很常见，因为种姓和社会结构很强，识字水平很低。农村信贷需求估计为卢比。十四万三千亿卢比对银行来说，由于农业部门的不确定性，挑战不在于付款，而在于收回贷款。因此，从农村营销的角度来看，信贷需求与供给之间的差距可能是一个挑战。
Introduction In the last few years, spending patterns have been changing in both rural and urban India. Discretionary incomes have started going into mobile phones, televisions, white goods and motorcycles. However, FMCG brands penetration in India, particularly in rural India, is so low that the potential for growth remains huge. The Rural market has been growing steadily since the 1980s. Rural markets are vital for the growth of most companies. For instance, more than half of HLL’s annual turnover of Rs.9,954 crore comes from rural markets. But despite the high rural share, the rural penetration rates are low, thus offering tremendous potential for growth. The proposed agricultural reforms in the Tenth Plan, easy availability of agriculture credit, the Rs. 60,000 crore village road programs, introduced recently to connect 1.9 lakh villages, and improved communication network is likely to give a huge fillip to the rural economy and incomes, resulting in higher penetration as also increased consumption rates in the coming years. “These villages and small towns, which were once inconsequential dots on maps, are now getting the attention of global marketing giants and media planners. Thanks to globalization, economic liberalization, IT revolution, Indian diasporas, female power, and improving infrastructure, middle class rural India today has more disposable income than urban India. Rural marketing is gaining new heights in addition to rural advertising.” (Bhatia, T.K; 2000) There are many challenges that companies face in tackling rural markets, some of the more critical being: understanding rural consumers, reaching products and services to remote rural locations and communicating with vastly heterogeneous rural audiences. Rural customers are fundamentally different from their urban counterparts, and different rural geographies display considerable heterogeneity, calling for ruralspecific and region specific strategies. In an urban family, the entire family is involved in making a purchase, however in the village community women have very little contact with the market, the male makes the purchase decision, and community decision-making is quite common in a village, because of strong caste and social structures and low literacy levels. The demand for rural credit is estimated at Rs. 143,000 crore. For banks, the challenge is not in disbursement but in loan recoveries because of uncertainties in Agri Sector. Therefore, it seems that gap between demand of credit and supply may be a challenge from Rural Marketing point of view.