Impact of promotional strategies for consumer non-durables on rural markets

Abstract

The study entitled impact of promotional strategies for consumer non durables on rural markets was conducted with the following objectives.

1. To assess the responses of rural consumers towards promotional strategies, with special reference to consumer non durables.

2. To analyses the socio economic factors that influence the responses of consumers towards promotional strategies, and 3. To measure the relative effectiveness of different promotional strategies in rural markets.

The study was carried out in the villages of Chokkad, Padinjare Vemballur and Kannambra II in the districts of malappuram,, Thrissur and Palakkad respectively. The field survey was conducted during August-October 1994. Specific reference was made on the response behavior of consumers towards the promotional strategies of four consumer non durables of common use, Viz, toilet soap, tooth paste, detergent and fabric whitener. Bivariate tables, percentages, influence indices and multiple regression model were used to analyse and interpret the data.

All the major media – print, electronic, cinema and display – had fairly good reach in the villages. The respondents had high awareness of advertisements and commercials cast through the different media, but less awareness of other means of promotion. Advertisements and commercials have imparted the brand knowledge. Their recall rate of advertisements and commercials was high, reinforcing their awareness level. Though a good percentage of the respondents were influenced by advertisements and commercials, such influence was not high. Among the different promotional strategies, however, radio commercials had more appeal among the rural consumers, mainly because of the high reach of radio. The measure of relative effectiveness of different promotional strategies was also in support of radio commercials. While display advertisements and cinema commercials commanded very low influence, consumer promotions like price cuts and gifts, and point-of purchase promotions had little role in generating brand interest and purchase.

Although advertisements and commercials were remembered well, they were not found to make any reminder effect on rural consumers by inducing second and subsequent purchases. There were high cases of brand shift among the respondents, but promotion was not a major factor that led to such shift.

Contrary to common belief, socio-economic variables such as age, sex, education, income and occupation did not have decisive roles in the response behavior of rural consumers towards promotional strategies.