5
Rural Marketing Research
LEARNING OBJECTIVES
Upon completion of this chapter, you will be able to:
• Recognize the importance of information in marketing decision making
• Appreciate the differences in rural and urban marketing research
• Explain the process of marketing research and the special tools required in the rural context
• Know about the research business and the major research agencies in India
Familiar with the buying habits and preferences of urban consumers, most brand owners falter when it comes to grappling with the distribution of consumer goods and services. However, a bunch of small rural marketing research and consultancy firms have been helping companies, particularly in the FMCG and consumer durables businesses. ...
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