Marketing food and technologies in rural India
The paper is concerned with the role of market research in marketing socially appropriate products adn technologies in rural India. It begins with a taxonomy of the possible production marketing scenarios, each of which is associated with a different category of products. The three marketing scenes are respectively defined by products that are produced and marketed in rural areas (RR), produced in rural areas but marketed in urban (RU), and produced in urban but marketed in rural areas (UR). In each case, with the help of case studies and examples, some marketing problems are identified and specific market research techniques to help solve these problems are discussed. The tools recommended for rural market research include concept test, products tests, determining product positions and market segmentation, preproject feasibility analysis, product pricing, and market size estimation. Finally, three levels of criteria to judge marketability of a product based on need, demand, and market are formulated, highlighting the role of market research in correctly analyzing the market and in improving product design
| Main Authors: | , , , , |
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| Format: | biblioteca |
| Published: |
Ottawa (Canadá)
1987
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| Subjects: | SEGURIDAD ALIMENTARIA, MERCADEO, INVESTIGACION DE MERCADOS, PRODUCCION ALIMENTARIA, TECNOLOGIA DE LOS ALIMENTOS, ZONAS RURALES, INDIA, |
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