Gramdarsham 1 - Rural Immersion Workshop.

The project focuses at:
To know the actual needs and wants of rural customer and their affordable capacity for ‘GRAMDARSHAN’- Rural Immersion Workshop. This project research also gives us then data of customers feedback and mapping of customers with respect to PYRAMIDS Approach i.e., Priorities, Yardsticks of their life’s progress, Relationship Influence, Aspirations and Lifestyle Values, Moments of Truth, Income sources, decision making process, and Standard of Living.so that the measurement of the market exploration needed for different product and services can be figured out.


Methodology:

The findings and analysis presented in this report are based both on: (a) A Schedule administered amongst the sample customers through questionnaires, and (b) The researchers observations.

An introduction to Nanjagoundanpalayam:

• Population = 2153(2001)
• Consists of 3 small villages namely: Pariyur, Indira nagar colony, Nanja goundan palayam
• Library, Post office, Ration Shop one each.
• Health care =none (weekly once by government)
• Kindergarten, Primary school one each.
• Three Overhead Water tank of capacity 1 Lakh, 30000 and 10000 litres each and a Ground-level water tank of 5000 Litres.
• Hand pump = 3
• Street light = 218

INTRODUCTION of GRAMDARSHAN:

In terms of Purchasing Power Parity (PPP), India is the 4th largest economy in the world and is expected to overtake Japan in the near future to become the 3rd largest.

The Indian rural market with its vast size and demand base offers a huge opportunity that MNCs and Indian companies cannot afford to ignore. With 150 million households, the rural Population is nearly three times the urban. The FMCG, automobile, manufacturing, IT,Agriculture, finance & insurance companies are moving into the rural markets in a big way as it is a goldmine comprising mainly of the Unorganized sector that has not been effectively tapped into because of lack of understanding about consumer behaviour, distribution system and communication channels.

The demand and supply pattern in the rural segment is majorly different than those in the urban segment.

These differences are due to vast difference in:

• Income level

• Expenditure capacity

• Taste and preferences

• Educational level

• Social, Cultural and environmental Traditions.

   Provision Stores = 6


NEED FOR RURAL IMMERSION WORKSHOP:
Industry managers lack first-hand experience or exposure to rural lifestyle, have little

Understanding of consumer behaviour, cultural aspects or communication platforms.
The Objectives of ‘GRAM DARSHAN’ were to sensitize to the rural environment and issues in Rural Marketing.

PYRAMIDS:

Standard of living: Standard of living generally refers to the level of wealth, comfort, material goods and necessities available to a certain socioeconomic class in a certain geographic area. An evaluation of standard of living commonly includes the following factors: 

•income

•quality and availability of employment

•class disparity

•poverty rate

•quality and affordability of housing.

Analysis:


Different Mobile Networks

Out of the 104 Interviewed, 43 of them uses Aircel, 27 Uses Airtel being the most used mobile service provider.

Decision making process:

Decision making is mental process for any rural customer as purposeful selection from among a set of alternatives present in rural area of Nanjgoundanpalayam. The factors which affect decision making process are:-

• Past experience
• Changing world
• Perception of individual
• Communication

Income sources: I

Income sources can be defined as the basic way of earning money for surviving livelihood of any individual. For the village nanjagoundan palayam the basic income sources were:

• Agriculture
• Business
• Labor
• Tenancy
• Others

SOURCE OF INCOME:

Out of 124 of the customers taken, majority (50) of them were labours, next major source of income being Business (32).

Source of Income Vs. Family Income:

Labour is the main source of income having an average income of mostly between Rs. 5000 – 8000.

The majority of the customer earnings are between the range of Rs.5000 – Rs20000.

Moments of truth: For any customer the most critical phase is to make the final decision and reaching the final process of going through the purchase action. When the customer is totally satisfied with the purchase and he builds a relation with some specific shop to get the product that he needs. This moment builds in between any retailer and customer because of trust, treatment, good bargain price, credit facility, and ambience etc.

Of the 125 Questionnaire, 119 answered for the Specific shop buying.

Out of which 53 buys regularly from the specific shop and 66 buys from anywhere.

Factors affecting selection of specific shop:

Out of the 119 People, 53 of them buy from a specific shop. The main reason for their purchases is due to Quality product, Relationship developed and Trust.

Relationship Influence: 

For any human being, after the physiological need of food clothing and shelter, the most important thing to survive is social circle of family, friends, relatives and other human being because they can complete us emotionally. If we purchase anything relationship plays the most important role to influence one’s buying behavior.

Out of 121 Houses Buying Decision in 52 Houses are taken jointly by both Husband & Wife. Whereas in 25 houses it is found dominance of Husband.

Yardsticks of their life progress: 

Any human being always aspires for achieving better in life, whatever may be their source and mode of income, they need to measure it on a set of standard that after a lag of time where they will be standing in future life, it can vary from wealth and physical assets, aspiration for better education and life prospect of children, rich lifestyle or government jobs.

Educational Qualification:

Out of the 125 People, 122 gave Information about their Educational Qualification.

39 were Uneducated whereas Children who did their schooling till 5th were 35.

Priorities: 

Any human being has so many needs and wants, but due to limited resources or sources of income they have to decide upon the most important things to deal with, or must be done before anything else can be defined as priorities of life.

Sir Abraham Maslow has defined this by ‘Need of hierarchy theory’. This hierarchy suggests that people are motivated to fulfill basic needs before moving on to other needs. The lowest levels of the pyramid are made up of the most basic needs, while the more complex needs are located at the top of the pyramid.

Observations:

• The Government of Tamil Nadu has provided the Television and Gas stove to each and every household in the village. Though few of the houses did not have the power facility still the Government provided them Television.
• Most of the rural customer thinks that the Government is not much bothered about the growth of the formers. The formers are getting only 25% of the from the government.
• There was an initiative from the higher Government officials that all the rural people must have the saving Bank account, but most of the rural customers were not even aware of the saving accounts.
• Most of the rural customers would like to get the educational loan; due to the lot of formalities they were not able to get it, which made their children to discontinue their studies.
• In the rural area the Men are only earning and spending the money but the women are mostly taking care of the family and the children. We could able to hear most of the women are living only for their children.
• Most of the elderly people are living individually like orphans. They earn themselves to live. They do not have any idea about where their children are and how to contact them. In that same way their children also not bothered about their parents.
•  The main challenge is electricity or power making that kind of products in which there is less usage of power.

* This presentation was made by Team Leader - Ketan Soni, Team Members - Rishabh Saxena, Shambhavi Jha, Mayank Dave, Kamesh Rathi, Daniel John, Sangeetha. This presentation is only for class purpose.