166
>
RURAL MARKETING
<
Customer Profile and In-store Experience
Most of the custom-
ers were farmers from nearby villages and service-class people and shop owners.
Customers from a catchment area of 15–30 km visited the centre. The average footfall
ranged from 800 to 900. The racks were a key feature, allowing farmers to touch, feel,
and examine the products before making a choice, in contrast to the over-the-counter
format of competing mom-and-pop shops. Products on the shelves were all clearly
labelled in Hindi and English with price tags, another novelty. According to one HKB
outlet manager, the transparent pricing of products ...
Get Rural Marketing, 3rd Edition by Pearson now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
