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Rural Market Segmentation and Targeting & Rural Marketing Research
Rural Market Segmentation and Targeting & Rural Marketing Research
Submitted By
Arsh Koul
Navpreet
Manish Mehra
What is marketing
The right product, in the right place, at the right time,
and at the right price.
According to Kotler Marketing is the social process
by which individuals and organizations obtain what
they need and want through creating and exchanging
value with others.
What is segmentation
A market segment is a classification of potential private
or corporate customers by one or more characteristics,
in order to identify groups of customers, which have
similar needs and demand similar products or services
concerning the recognized qualities of these products,
e.g. functionality, price, design, etc.
Segmentation is the process of dividing a
heterogeneous market into several sub- markets or
segments, each of which tends to be homogeneous in
all significant aspects. The division is based on the
premise, that different people have different
preferences.
Geographic Segmentation
Demographic Segmentation
Psychographics Segmentation
Behavioral Segmentation
Multi Attribute Segmentation
Geographic Segmentation
Segmentation on the basis of geography is done
depending on various factors such as
Region: North, South, East and West.
Proximity to the feeder town:
Density: The number of people per sq. km
Climate: Moderate, rain fed or dry with scanty rainfall.
Level of Irrigation: Whether good, moderate or scanty.
Demographic Segmentation
Psychographics Segmentation
Behavioral Segmentation
Targeting
Once segmentation has been done the marketer needs
to evaluate each segment to decide which segment to
target.
Targeting involves evaluating various segments and
selecting how many and which one to target.
ASPECTS
Targeting
EVALUATION
SELECTION
COVERAGE
Evaluation
1.
2.
COVERAGE
Undifferentiated
Marketing
Differentiated
or
Targeted Marketing
Concentrated
Segmentation
Undifferentiated Marketing
Differentiated/Targeted Marketing
Differentiated marketing strategy investigates and
identifies differences between segments and tries to
match the market offer to desires and expectations of
each segment.
This strategy results in: Strong identification of company in product category.
More costs but higher sales and profitability.
More loyal consumers.
Concentrated Segmentation
Types
Primary Sources
Secondary Sources
Primary Source
Primary data are collected especially to address a specific
research objective. A variety of methods ranging from
qualitative research to surveys may be employed.
Some of the sources are
1. Retail shops
2. Tea stalls
3. Schools
4. Melas
5. Influence groups
Secondary Sources
These are the readymade sources of information that a
marketer can use for his or her research. This kind of
data can be collected from government publication
websites, research agencies.
Some best sources from where marketer can get
information are
1. Government Websites
2. Private Bodies
3. Publications