SMALL PACKAGING- MAKING THINGS AFFORDABLE
VOLUME NO. 3 (2012), ISSUE N O. 8 (AUGUST )
ISSN 0976-2183
SMALL PACKAGING- MAKING THINGS AFFORDABLE
(A STUDY OF RURAL CONSUMERS)
RANJEET KAUR
ASST. PROFESSOR
GURU NANAK NATIONAL COLLEGE
DORAHA
AMANDEEP KAUR
ASST. PROFESSOR
GURU NANAK NATIONAL COLLEGE
DORAHA
ABSTRACT
Rural India is house to approximately 70% population of India. Economic reforms in India have brought about several changes in the whole marketing environment especially in rural market. Marketers use innovative packaging to capture the rural market because in modern marketing times packaging has become a very important part of product management. This paper aims to study the attitude of rural consumer towards sachet marketing of FMCG products by using convenience sampling. Mainly eight products washing powder, hair oil, shampoo, tooth paste, fairness cream and biscuits, talcum powder and mobile recharge cards are taken into account to study the behavior of consumers. It is evident from this study that rural consumers are price sensitive as they’re daily wage earners. So they consider products in sachet cheaper and easily affordable. So companies should provide more and more products in sachets to tap the
Indian rural market and to get success, more sales promotion schemes for sachets should be launched.
KEYWORDS affordable, innovative, rural, sachet, tap.
INTRODUCTION n modern marketing times, packaging has become a very important part of product management. With increasing competition, marketers are turning to innovative packaging to gain a distinctive edge to their overall product offers. Marketers also use packaging as a device for renovating the product. When a declining trend in the sale of the product noticed, marketers often use the packing to arrest the decline. They change the package and give a new look to the product without bringing about any substantive change in the product. The product is then advertised as new on the strength of the newness of the
ISSN 0976-2183
SMALL PACKAGING- MAKING THINGS AFFORDABLE
(A STUDY OF RURAL CONSUMERS)
RANJEET KAUR
ASST. PROFESSOR
GURU NANAK NATIONAL COLLEGE
DORAHA
AMANDEEP KAUR
ASST. PROFESSOR
GURU NANAK NATIONAL COLLEGE
DORAHA
ABSTRACT
Rural India is house to approximately 70% population of India. Economic reforms in India have brought about several changes in the whole marketing environment especially in rural market. Marketers use innovative packaging to capture the rural market because in modern marketing times packaging has become a very important part of product management. This paper aims to study the attitude of rural consumer towards sachet marketing of FMCG products by using convenience sampling. Mainly eight products washing powder, hair oil, shampoo, tooth paste, fairness cream and biscuits, talcum powder and mobile recharge cards are taken into account to study the behavior of consumers. It is evident from this study that rural consumers are price sensitive as they’re daily wage earners. So they consider products in sachet cheaper and easily affordable. So companies should provide more and more products in sachets to tap the
Indian rural market and to get success, more sales promotion schemes for sachets should be launched.
KEYWORDS affordable, innovative, rural, sachet, tap.
INTRODUCTION n modern marketing times, packaging has become a very important part of product management. With increasing competition, marketers are turning to innovative packaging to gain a distinctive edge to their overall product offers. Marketers also use packaging as a device for renovating the product. When a declining trend in the sale of the product noticed, marketers often use the packing to arrest the decline. They change the package and give a new look to the product without bringing about any substantive change in the product. The product is then advertised as new on the strength of the newness of the
References: Behl Tejeesh N.S, “Rural To the Rescue,” Business Today, April 5, 2009 Business standard ,Oct 2009 Indian journal of marketing, Feb. 2005. Mahalingam T.V. “Salvation in a Sachet”, Business Today, Feb 11, 2007.