January 28, 2026

Education

Ogilvy Advertising campaign (Print, TVC, Outdoor & Digital Media)

Atish Singh December 30, 2025
Ogilvy advertising agency

Ogilvy, founded in 1948 by David Ogilvy in New York, revolutionized advertising through research-driven, long-copy campaigns emphasizing facts and persuasion over entertainment. Now part of WPP as a global creative network, it serves brands across advertising, PR, digital, and experience design in over 130 countries. The agency pioneered iconic work like the Hathaway shirt man and Rolls-Royce ads, building a legacy of “Big Ideas” that blend creativity with measurable impact.

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Founding and Early Growth

David Ogilvy, dubbed the “Father of Advertising,” launched Hewitt, Ogilvy, Benson, & Mather with British backing, securing clients like Guinness and Sunoco through informative ads such as “The Guinness Guide to Oysters.” By the 1950s, it had evolved into Ogilvy & Mather, known for clean layouts, large photos, and consumer insights that won American Express and Dove accounts.

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Modern Evolution

Acquired by WPP in 1989, Ogilvy expanded into PR (1980s), health, and digital, going public in 1966 under Ogilvy’s leadership. Today, it focuses on integrated services like brand strategy and AI-driven innovation, maintaining offices in India for local campaigns in media and consumer sectors.

A. Print advertising campaign

Here are four notable print advertising campaigns by Ogilvy, each with analysis and criticism:

  1. Dove—“Real Beauty”
    Analysis:
    Ogilvy’s print ads for Dove’s “Real Beauty” campaign featured non-model, everyday women of various ages, shapes, and ethnicities. The aim was to challenge traditional beauty standards and celebrate diversity, often using simple, unretouched photos.

Criticism:
While the campaign was praised for inclusivity, some critics argued that it still focused on women’s appearance and that Dove’s parent company, Unilever, also marketed products that contradicted the message.

  1. American Express – “Don’t Leave Home Without It”
    Analysis:
    These iconic print ads featured celebrity endorsements and everyday scenarios, positioning American Express as essential for safety and convenience during travel and daily life.

Criticism:
The campaign was highly effective, but some critics observed that the focus on exclusivity and prestige made the card seem unattainable for average consumers, potentially alienating a segment of the audience.

  1. KFC–“FCK” (UK Apology Ad)
    Analysis:
    When KFC ran out of chicken in the UK, Ogilvy crafted a bold print ad showing a KFC bucket with the letters rearranged to “FCK,” accompanied by a sincere apology. The ad used humor and humility to address customer frustration.

Criticism:
Although widely praised for transparency and wit, some critics felt it skirted the line of good taste and used humor to downplay a serious operational issue.

  1. IBM—“Smart Ideas for Smarter Cities”
    Analysis:
    Ogilvy’s print ads for IBM’s “Smarter Cities” initiative used clever visuals—like benches and shelters in the shape of graphs or data lines—to demonstrate how technology can improve urban life.

Criticism:
While visually engaging and conceptually strong, critics pointed out that the print ads sometimes oversimplified complex urban challenges and did not always clearly communicate how IBM’s solutions worked.

B. TVC Advertising campaign

Here are four notable TVC (television commercial) advertising campaigns by Ogilvy, each with a brief analysis and criticism:

  1. Dove—“Real Beauty Sketches”
    Analysis:
    This emotionally powerful TVC depicted forensic artists sketching women based on their own descriptions and then on descriptions from strangers, highlighting the gap between self-perception and how others see us. It reinforced Dove’s brand position around real beauty and self-esteem.

Criticism:
While the campaign was widely praised for its positive message, some critics argued it still emphasized appearance as central to a woman’s value and that it subtly reinforced certain beauty standards.

  1. Guinness – “Surfer”
    Analysis:
    This iconic ad featured a surfer waiting for the perfect wave, set against dramatic black-and-white visuals and poetic narration. It drew a parallel between waiting for a Guinness to settle and the patience of a surfer.

Criticism:
Although visually stunning and memorable, some viewers found the metaphor obscure and felt the link to the product was indirect, potentially reducing immediate impact on sales.

  1. Cadbury Dairy Milk—“Kuch Meetha Ho Jaaye” (India)
    Analysis:
    Ogilvy’s TVCs for Cadbury Dairy Milk, especially the famous cricket field ad, celebrated small, joyful moments with chocolate. The ads created a strong emotional connection and established Dairy Milk as the go-to treat for celebrations.

Criticism:
Though beloved, some later campaign iterations were criticized for becoming formulaic and losing the originality and warmth of the originals.

  1. BMW—“The Hire”
    Analysis:
    A series of short films directed by famous filmmakers, starring Clive Owen as “The Driver.” These cinematic ads showcased BMW’s vehicles through action-packed storytelling, blurring the lines between advertising and entertainment.

Criticism:
While groundbreaking for branded content, some critics argued the focus on action and celebrity overshadowed the product benefits, and the format risked missing less engaged viewers.

C. Outdoor Advertising campaign

Here are four notable outdoor advertising campaigns by Ogilvy, each with analysis and criticism:

  1. IBM—“Smart Ideas for Smarter Cities”
    Analysis:
    Ogilvy Paris created outdoor installations for IBM that doubled as functional street furniture—benches, rain shelters, and ramps—shaped to visually represent IBM’s data-driven solutions for urban life. The campaign physically demonstrated how smart ideas could make cities better for everyone.

Criticism:
While the installations were innovative and visually clever, critics noted they worked best in controlled, urban environments and were more symbolic than practical on a large scale. Some also felt the connection to IBM’s actual tech services was not always clear to the public.

  1. KFC–“FCK” Bucket Apology (UK)
    Analysis:
    After a chicken shortage, Ogilvy UK placed billboards and posters with a KFC bucket rearranged to spell “FCK” and a humorous apology. This bold outdoor ad addressed customer frustration with honesty and wit, turning a PR nightmare into a brand win.

Criticism:
While praised for transparency, some critics felt the humor bordered on inappropriate for a family brand and that the campaign risked trivializing a serious operational issue.

  1. Coca-“Cola—“Share a Coke” (Global)
    Analysis:
    Ogilvy’s outdoor billboards and digital screens displayed personalized Coke bottles with people’s names, encouraging consumers to “Share a Coke” with friends and family. This campaign drove massive engagement and made the brand feel highly personal.

Criticism:
The campaign was lauded for its creativity and reach, but some felt it was less effective in cultures where personalized names on products were less meaningful, and it risked excluding those with uncommon names.

  1. Sprite—“Heat Happens” (China)
    Analysis:
    To address hot summer weather, Ogilvy created outdoor ads for Sprite featuring giant interactive billboards that sprayed mist or water on passersby, literally helping people “cool off” with Sprite.

Criticism:
The campaign was fun and memorable, but some questioned the environmental impact of water use, and the novelty might have overshadowed the product’s benefits beyond the initial spectacle.

D. Digital Advertising campaign

Here are four notable digital advertising campaigns by Ogilvy, each with a brief analysis and criticism:

  1. Burger King—“Whopper Detour”
    Analysis:
    Ogilvy New York launched a clever mobile campaign where users could receive a Whopper for 1 cent if they ordered it using the Burger King app while physically near a McDonald’s. This geo-fencing stunt drove massive app downloads and social buzz and positioned Burger King as a fun, irreverent challenger brand.

Criticism:
While it was praised for creativity, it was also criticized for being overly aggressive toward a competitor and for raising concerns about digital privacy and data usage.

  1. Dove—“Self-Esteem Project: #NoLikesNeeded”
    Analysis:
    In this campaign, Dove tackled the negative effects of social media validation on young people’s self-esteem. Through Instagram and YouTube, the campaign encouraged teens to value themselves beyond likes and follows, using influencers and real stories.

Criticism:
While the message was powerful, critics noted the irony of delivering it on social media platforms that perpetuate the very issues Dove was addressing. Some also questioned the campaign’s actual impact versus its visibility.

  1. IBM—“Watson AI Chef”
    Analysis:
    Ogilvy and IBM created a digital experience where users could interact with IBM Watson’s AI, which suggested unique recipes based on available ingredients. This showcased IBM Watson’s power in a fun, engaging, and accessible way, blending tech innovation with everyday utility.

Criticism:
The concept was innovative but niche; critics pointed out that the campaign may have overestimated user interest in AI recipes and did not directly connect to IBM’s core B2B offerings.

  1. Vodafone—“Raising“Voices”
    Analysis:
    Ogilvy’s digital campaign in Turkey used AI and voice recognition to help women report domestic abuse discretely via the Vodafone app. The initiative used digital technology to support social improvements and received international acclaim.

Criticism:
While the campaign’s purpose was widely applauded, privacy experts raised concerns about data protection and the potential risks if the feature was discovered by abusers or misused.

JWT Advertising campaign (Print, TVC, Outdoor & Digital Media)

Atish Singh December 30, 2025
JWT advertising agency

A. Print Advertising Campaign

Here are two notable print advertising campaigns created by JWT (J. Walter Thompson), including a brief description and criticism for each:

  1. Ford India – “Ford Figo: Leave Your Worries Behind” (2013)

Example:
This campaign featured cartoon-style illustrations of famous characters (such as politicians and celebrities) tied up and gagged in the trunk of a Ford Figo, suggesting that the car’s spacious boot could “leave your worries behind.”

Visual: One ad showed Silvio Berlusconi (Italian politician) with bound and gagged women in the car’s trunk; another showed Paris Hilton with the Kardashian sisters tied up.
Criticism:

Highly Controversial: These ads were widely criticized for being offensive and insensitive, as they appeared to make light of violence, abuse, and gender issues.
Backlash: The imagery was condemned globally, and Ford as well as JWT had to issue public apologies. The campaign was never officially released but leaked online, becoming a major PR fiasco.
Takeaway: The campaign is often cited as an example of how shock value and poor judgment in print ads can seriously damage brand reputation.

  1. The Times of India—“Lead“India” (2007)

Example:
This campaign used powerful print imagery to inspire Indian citizens to take charge of their country’s future. One print ad depicted a group of ordinary people pulling down a heavy, rusty lock, symbolizing the breaking of old barriers and the start of a new era.

Visual: The imagery was inspirational, showing hands from diverse people coming together to move the nation forward.
Criticism:

Praise: The campaign was largely praised for its optimism, creativity, and strong, positive message.
Mild Critique: Some critics argued that while the visuals were striking, the underlying message could be considered too idealistic or simplistic, glossing over the complexities of real political and social change.
Takeaway: The campaign is celebrated for its emotional impact and nation-building message, although some felt it didn’t translate into actual actionable change.

B. TVC Advertising Campaign

  1. KitKat – “Have a Break, Have a KitKat”
    Description:
    One of JWT’s most iconic campaigns, this long-running TVC series humorously depicted people in frustrating or stressful situations, suggesting that taking a break with KitKat would improve things.
    Notable Ad:
    A classic commercial showed a zookeeper trying unsuccessfully to photograph a lion, who only poses perfectly when the zookeeper takes a KitKat break.
    Impact:
    This slogan and campaign became one of the most memorable in advertising history.
  1. Nestlé – “Nescafé Red Mug” (India)
    Description:
    JWT India created memorable TVCs for Nescafé, focusing on relatable stories of perseverance and hope.
    Notable Ad:
    One ad features a young stand-up comedian with a stammer, showing his journey to overcoming his fear of public speaking, with Nescafé as his companion.
    Impact:
    The campaign resonated with young audiences for its emotional storytelling.
  2. Birla Sun Life Insurance – “Khud Ko Kar Buland”
    Description:
    This TVC campaign focused on the emotional journey of a father securing his son’s future after losing his wife.
    Notable Ad:
    It shows the challenges faced by a single parent and highlights the importance of life insurance.
    Impact:
    The emotional storytelling helped build trust in the insurance brand.
  3. Diamond Trading Company (De Beers) – “A Diamond is Forever”
    Description:
    JWT’s famous campaign for De Beers, featuring cinematic TVCs, cemented the idea that diamonds are symbols of eternal love and commitment.
    Notable Ad:
    Ads typically showed romantic proposals and celebrations, ending with the tagline “A Diamond is Forever.”
    Impact:
    This campaign greatly influenced global perceptions of diamond jewelry.

C. Outdoor Advertising Campaign

Here are four notable outdoor advertising campaigns by JWT (J. Walter Thompson), showcasing creativity and impact in the use of billboards, installations, and public spaces:

  1. KitKat – “Bench Break” (UK)
    Concept:
    Benches in public places were transformed to look like KitKat bars, inviting people to literally “Have a Break.” The design cleverly used the shape and color of KitKat fingers as the slats of the bench.
    Impact:
    The benches became an iconic, highly Instagrammable example of outdoor advertising that seamlessly tied product and message.
  2. HSBC – “Different Points of View” (International)
    Concept:
    This campaign used airport walkways and billboards with split images and clever copy to show how the same object or situation can be seen differently around the world. For example, one side of a billboard might say “PERSPECTIVE,” while the other side would offer a different interpretation.
    Impact:
    The campaign reinforced HSBC’s positioning as “The World’s Local Bank” and was internationally acclaimed.
  3. Ford – “Ecosport Urban Discoveries” (India)
    Concept:
    To launch the Ford Ecosport, JWT created interactive billboards and outdoor installations in urban locations. These featured QR codes and digital touchpoints, inviting consumers to explore city “discoveries” and engage with the product in real environments.
    Impact:
    The campaign drove strong engagement and helped position the Ecosport as a modern urban SUV.
  4. Shell – “#makethefuture” (Brazil)
    Concept:
    Large outdoor murals and installations were used to highlight Shell’s renewable energy initiatives. One standout execution was a soccer field powered by players’ footsteps, showcased with signage and activations in public spaces.
    Impact:
    The campaign generated buzz around Shell’s commitment to sustainability and was widely shared on social media.

D. Digital Ad campaign

four notable outdoor digital campaigns by JWT (J. Walter Thompson), showcasing innovative use of digital technology in public spaces:

  1. KitKat – “Free No WiFi Zone” (Brazil)
    Concept:
    JWT Brazil created outdoor digital billboards that blocked WiFi signals within a certain radius, encouraging people to “Have a Break” from their devices and enjoy the moment with a KitKat. The digital sign would light up and invite people to relax without internet distractions.
    Impact:
    This unique use of technology reinforced the brand’s core message in a playful, memorable way.
  2. Heathrow Airport – “Making Every Journey Better” (UK)
    Concept:
    Digital billboards and screens across Heathrow displayed personalized messages to travelers, based on flight information, time of day, and even weather conditions. The interactive campaign provided real-time updates and engaging content.
    Impact:
    Enhanced traveler experience and built a positive association with the airport’s brand.
  3. Shell – “#makethefuture” (Brazil)
    Concept:
    As part of a global sustainability initiative, JWT helped Shell launch digital outdoor installations including energy-generating soccer fields and interactive displays in public spaces. Footsteps from players powered floodlights, and digital screens showed energy usage in real time.
    Impact:
    The campaign brought attention to renewable energy and Shell’s innovations, gaining widespread media coverage.
  4. HSBC – “Living River Billboard” (Hong Kong)
    Concept:
    JWT created a digital billboard that displayed a live, flowing river. The billboard was connected to real environmental data, changing the river’s appearance based on pollution levels in Hong Kong. The campaign aimed to raise awareness of water pollution.
    Impact:
    The real-time digital visual made a strong environmental statement and invited public engagement.

Advertising agency organizations & importance

Atish Singh December 30, 2025
Advertising agency organizations & importance

Introduction

An advertising agency is an independent organization set up to render expert services in advertising and marketing. It started as a mediator who handled the advertisement placed on various media platforms. An advertising agency sees that its purchaser’s advertisements lead to more profits in the long run. Over the years, on the other hand, the importance of the agencies has reformed. Their main job today at the advertising agency is not just to support media but to help the advertisers. The importance of advertising agencies is given below:

1. Industry-based knowledge

Industry-based knowledge is a major key factor between the company and advertising agency. Getting ahead of the competition is crucial for advertising agencies here to deliver the best service providers that can get you to where you want to go.  The ad agency helps to connect businesses with experienced professionals and introduce them to proven software solutions; the agency performs an extensive analysis and review based on custom-tailored evaluation methodologies uniquely devised for each service or software type.

Advertising agencies understand the key performance indicators of the company. Here we can say that the agency knows the current trends of the market and understands the needs of consumers, which helps to achieve the industry’s goals and objectives through specialized advertisements.

2. Effective interaction and communication with industries, media, and consumers is essential.

The quality and commitment of the people working with the business will determine the quality of advice, level of service, and expertise provided by the advertising agency. The roles of communication procedures in advertising agencies are creative processes with industry, media channels, and consumers. At the interaction level, the agency has a passion and commitment for building strong, healthy, vibrant brands, specifically existing brands. Most prominently, the agency is to create and support an existing brand with effective communication with all working elements.

3. Team participation

One of the best ways to understand how the advertising world functions is to understand how an advertising agency works. In advertising agencies there are many different types of advertising agencies. The entire team works together to complete the agency’s goals.

There are many departments that can exist in an agency. Some work on acquiring and maintaining clients, while others write and develop the promotional materials and advertisements. Some departments also manage various support functions in advertising firms, such as keeping track of bills, payments, and office expenses. Whatever level you work at in an advertising agency, expect to collaborate with other fellow employees in a team environment.

4. Senior team involvement

This is the engine of any advertising agency. It’s the main spirit of the business because the senior team is entirely accountable for the outcome of work. An agency that is sincere with their team will keep your business in the right way.

5. Leaders and listeners

Anyone can sit in a corner office and delegate tasks, but there is more to effective leadership than that. Effective leaders have major impacts on not only the team members they manage but also the company as a whole.

The role of a “chief listener” reminds us of images of uncertain ideas or sitting around with an accepting ear. Instead, examine unstructured data and build complex queries. Chief listener is critical to making sure the right people in the organization are aware of the conversations between the client and product manager (leader/listener), so that appropriate people in the business can connect with customers.

Leaders will inevitably encounter stressful or tense circumstances since it’s naturally a part of the job. Keeping an ear to the ground can help leaders know what’s coming by client and subordinate suggestions.

6. Transparency and dependability

Transparency must be one of the most-used words in the advertising industry. There is a tremendous benefit to building trust in a brand, but it takes time and specific strategies. Be accessible to customers and allow them to interact with you. Advertising is an industry that spends over a billion dollars yearly, so make sure the money counts. So here the agency should be honest and transparent about all costs and estimations.

Role & Functions of Advertising Agencies

Atish Singh December 30, 2025
Role & functions of advertising agencies

Introduction

An advertising agency, frequently stated as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. Private and public sector businesses use advertising agencies when they need help spreading the word about their products and services. Such agencies vary in size and regularly concentrate on specific types of advertising tasks. Typical ad agency clients include businesses and corporations, nonprofit organizations, and private agencies.

Normally speaking, most advertising agencies generate visuals and supervise media buying and advertising campaign planning. They also deliver consultation services and implement branding plans. Agencies may be hired to produce television advertisements, radio advertisements, online advertising, out-of-home advertising, mobile marketing, and AR advertising as part of an advertising campaign.

1. ROLE OF ADVERTISING AGENCIES

  • Give advice & guidance on marketing strategies.
  • Give advice & guidance on advertising and media strategies.
  • Organize & develop print, outdoor, and electronic advertisements.
  • Bring out surety of various substances such as display material & other display material.
  • I also provide assistance with sales promotion and other communication tasks.

2. FUNCTIONS OF ADVERTISING AGENCIES

Introduction

Understanding the advertising industry begins with a grip on how the agencies work. Advertising agencies have a number of key departments that service their clients. An advertising agency must have an appropriate internal organizational structure to keep functioning properly with a smooth workflow. Advertising firms are unique businesses that use creativity and business hand in hand.

One of the best ways to understand how the advertising world functions is to understand how an advertising agency works. In advertising agencies there are many different types of advertising agencies. The departments work together to accomplish the agency’s goals. There are a lot of departments that can exist in an agency. Some work on acquiring and maintaining clients, while others write and develop the promotional materials and advertisements. Some departments also manage various support functions in advertising firms, such as keeping track of bills, payments, and office expenses. Whatever department you work for in an advertising agency, expect to collaborate with other fellow employees in a team environment.

1. Account handling department

Account handling department Client management, project management, and deadlines—all of these things and a few more are handled by the account service department. The person who works in the area of contact and communication between the agency and the client is known as the account executive. In a large agency he could be part of a larger group, which is known as the account service group. It would include specialists in different fields, such as media, art and copy, research and production, and so on.

The account department works with clients to utilize their target markets. They are working to guarantee that a client’s money is being used as efficiently as possible and to make sure that the clients are satisfied. They also manage the other departments working on a project.  Usually, it’s their purpose to manage a client and their happiness with their services.

2. Production department

As the name implies, it is concerned with the production of the advertising material. Mostly in large advertising agencies, such as full-service agencies, they may hold an in-house production department to handle the execution of the client’s campaign.  The production team’s main responsibility is the campaign’s logistics.

The production department are the ones who are responsible for tasks such as setting schedules, talking to printers, photo shoots, and hiring directors for videos and commercials. They work very carefully with the media-buying team to make sure a campaign idea is successfully performed. Moreover, in the case of smaller agencies, the job of the production unit may be subcontracted to an external agency or combined with the media buying team’s role. The production department in such cases would come in mainly in the management area.

3. Art department

The art department of the advertising agency uses the power of creativity to make this department more attractive and agreeable. An art director heads the art department, aided by a team of artists, layout men, and visualizers. It improves visuals and layouts, billboards, and calendars for advertisements.

The art department is concerned with the overall look and feel of the advertisement, from choosing the headline, text, size, and type of the font to the pictures, visuals, logo, and the photographic treatment of the commercials with originality and extraordinary talent. It is important that the art and creative departments are closely joined. The art department and the creative department work together, guided by the vice-president of creative services, and devise the final copy of the advertisement. Some ad agencies outsource their artwork to freelance artists.

4. Copy Department

The main responsibility of a copy department of an advertising agency is to make a striking copy of an ad. The copy director heads this department and guides the functioning of it. The major responsibility of this department is to create a striking ad copy. The ad copy is very important and is called the soul of the advertising because it carries the advertising message to its consumers without any deviation.

The copy team comprises copywriters and supervisors who use their creative skills while making an advertising copy. The copy department is mostly the largest department of an advertising agency, which consists of dedicated, qualified, and experienced team members.

5. Public Relations Firms

Many large companies use both advertising agencies and public relations (PR) firms. PR agencies are best for organizations looking to improve the public’s awareness of the brand or their public image.  Public relations firms develop and implement programs to manage an organization’s. For example, publicity, image, affairs with consumers, and other relevant publics, including employers, suppliers, stockholders, government, labor, and the general public.

6. Human resource department

You need new people, people with specific talents and skills? These guys have got your back. They are also there to resolve any collaboration problems within the team. There is no denying the importance of the HR department in any business. Like in any other organization, the HR department monitors the hiring and firing of employees, sick leaves, and the overall well-being of the office. They also ensure that all processes carried out by the company are in line with state and national regulations. The human resources department generally consists of HR managers who report to the head of HR.

7. Media Department

The media department is in control of spacing where and when commercials will show up and purchasing space or time in daily papers, magazines, radio, TV, computerized media, and outside media, for example, blurb locales and bulletins. In a small agency, one individual may consolidate the arranging and purchasing parts. In large agency organizations have a media office controlled by a media chief who supervises the work of a group of organizers and purchasers. The media group may combine experts in print, telecast, or computerized media.

8. Finance department

Finance sits at the most strategic level in an organization. It’s incredibly important for Finance to understand the strategic nature of the work your marketing team does. They determine how much money a department receives and whether the investment will grow or shrink and at what rate. They have a responsibility to manage that money effectively.

Financial departments analyze large financial overviews in spreadsheet format, often utilizing P&L reports, balance sheets, and cash flow overviews. All monetary transactions of the advertising agency go through this department. The finance division is responsible for handling staff payments, vendor costs, day-to-day expenses, employee benefits, and any other cost that may be borne by the advertising agency. A finance manager and finance executives/accountants generally head the department.

9. Creative department

The creative department of an advertising agency is responsible for developing and designing the campaign for the client across various mediums. Their job is to come up with ideas that create a demand for the customer’s product within their target audience.

10. Client department

Client department is also called “account executives.” It acts as the link between the agency and the client. He suggests exactly what the client wants to his ad agency. He is the person who carries the client brief and is also responsible for the approvals.

11. Research department

In fact, the research department functions before and after a commercial is made for pre-testing and post-testing of media, respectively. Consumer insights and brand usages are also tested at times, according to the client in many instances.

Understanding Rural Consumer Behaviour

Atish Singh December 30, 2025
ITC e-choupal

Introduction

The introduction delves into the rural society, highlighting the demographic, sociological, and cultural perspectives that shape the lifestyle of rural India.

People in India’s rural areas buy things based on a mix of traditional ideals and changing goals. Differences in population, society, culture, and way of life contribute to this. Over 65% of India’s people live in more than 6 lakh villages. They favor value-for-money purchases based on community ties and seasonal incomes. Knowing these things helps marketers make plans for tactics that work for fast-moving consumer goods, durable goods, and digital products.
Of course! Let’s look at rural consumer behavior in India from the point of view of lifestyle, demographics, sociology, and culture, using examples and case studies to help us understand better.

1. Understanding Rural Consumer Behaviour

Rural consumer behavior refers to the buying patterns, preferences, and attitudes of people living in rural areas. It is influenced by unique characteristics of rural society, which differ significantly from urban markets.

2. Demographic Perspective

Features:

  1. Population: Over 65% of India’s population lives in rural areas.
  2. Age: Rural populations often have a higher proportion of young people and children.
  3. Income: Generally lower and more seasonal (dependent on agriculture).
  4. Education: Lower literacy rates than urban India, though improving.
  5. Occupation: Dominated by agriculture, allied activities, and small businesses.

Example:

A rural family may delay purchasing a tractor until after the harvest season, when their income is highest.

3. Sociological Perspective

Features:

  1. Community Orientation: Decisions are often influenced by family, neighbors, and village elders.
  2. Role of Opinion Leaders: Sarpanch (village head), teachers, and successful farmers can shape opinions.
  3. Joint Family System: Purchase decisions may be made collectively, not individually.
  4. Gender Roles: Men often make major buying decisions, but women influence purchases related to food, clothing, and household needs.

Example:

A woman may influence the family’s choice of detergent or food brand, while men decide on agricultural equipment.

4. Cultural Perspective

Features:

  1. Tradition & Customs: Festivals, rituals, and traditions strongly impact consumption (e.g., buying gold during Diwali).
  2. Religion: Dietary choices, clothing, and celebrations are influenced by religious beliefs.
  3. Language: Local languages and dialects significantly contribute to marketing communication.
  4. Brand Loyalty: Once rural consumers establish trust in a brand, they tend to remain loyal.

Example:

During harvest festivals like Pongal or Baisakhi, sales of consumer durables (TVs, motorcycles) spike.

5. Lifestyle Perspective

Features:

  1. Simple Living: Preferences for practical, durable, and value-for-money products.
  2. Media Consumption: Rapidly increasing access to TV, mobile phones, and digital platforms, but word-of-mouth remains vital.
  3. Limited Access: Fewer retail outlets; weekly markets (haats) are common shopping hubs.
  4. Aspirations: Growing aspirations due to exposure to media and urban migration, yet strong ties to traditional values.

Example:

Haats are central to rural shopping; a local FMCG brand may distribute sample sachets at the weekly haat to boost awareness.

6. Case Studies

Case Study 1: HUL’s Project Shakti

  1. Background: Hindustan Unilever Limited (HUL) trained rural women to become direct-to-home sales agents for FMCG products.
  2. Demographic: Targeted women in villages with limited income opportunities.
  3. Sociological: Leveraged community trust and women’s social networks.
  4. Cultural: Women agents understood local customs and language.
  5. Outcome: Increased brand reach and empowered rural women.

Here is an illustrative image representing HUL’s Project Shakti: It shows a group of rural Indian women dressed in traditional attire, smiling and standing together in a village setting. They are holding baskets and promotional materials featuring household products, symbolizing their role as Shakti entrepreneurs who distribute HUL products in rural areas. This image captures the essence of women’s empowerment and rural entrepreneurship that Project Shakti promotes.

Case Study 2: Mahindra’s Tractor Sales

Background: Mahindra & Mahindra, a leading tractor manufacturer, customized its sales approach for rural markets.

  1. Demographic: Focused on small and marginal farmers.
  2. Sociological: Organized demonstration camps and involved local opinion leaders.
  3. Cultural: Scheduled promotions around harvest festivals.
  4. Lifestyle: Offered finance schemes to align with seasonal cash flows.

Here is a visual case study representation: Imagine a vibrant rural Indian landscape where farmers are actively using a red Mahindra tractor in lush green fields. The scene includes farmers in traditional attire working together and discussing it near the tractor, with rural homes in the background. This image highlights Mahindra’s strong presence and success in rural tractor sales, making it ideal for educational or marketing case studies focused on rural India.

Case Study 3: Coca-Cola’s Rural Strategy

Background: Coca-Cola introduced smaller, affordable bottles and deepened its distribution in villages.

  1. Demographic: Targeted lower-income groups with affordable pricing.
  2. Sociological: Used local influencers and village retailers.
  3. Cultural: Advertised using regional languages and festival themes.
  4. Lifestyle: Sold products through local kirana stores and haats.
  5. Sample Visual: Rural Lifestyle

Here is an illustration depicting Coca-Cola’s rural strategy: it shows a rural Indian village scene where a small local shop features Coca-Cola branding and refrigerators stocked with Coke bottles. Villagers, including women and children in traditional attire, are gathered around, some enjoying bottles of Coca-Cola. The background includes mud houses, a dusty road, and green fields, effectively representing how Coca-Cola has reached and integrated into rural markets.

Case 4: ITC e-Choupal

Description: ITC set up internet kiosks in villages to provide farmers with information on weather, prices, and best practices, changing how rural consumers access information and make decisions.

Here is an illustrative image representing the ITC e-Choupal case study: It shows a rural Indian farmer using a computer terminal inside a simple village setup, with an ITC e-Choupal signboard in the background. The screen displays agricultural information that other farmers gather around to discuss. The setting includes traditional elements like fields, agricultural tools, and villagers in typical rural attire, highlighting how technology is empowering farmers through ITC’s initiative.

Key Features of the e-Choupal Strategy

Aspect Details

  1. Technology: Internet kiosks in villages, often managed by a trained local farmer (Sanchalak).
  2. Information: Daily updates on market prices, weather forecasts, best farming practices, and news.
  3. Disintermediation: Reduces the role of middlemen, allowing farmers to sell directly to ITC at better prices.
  4. Community Focus: Centers serve as gathering points for education, healthcare awareness, and agricultural advice.
  5. Empowerment: Sanchalaks (local coordinators) are trained and earn commission, driving local employment.

Implementation Steps

  1. Identify Villages: Target areas with significant agricultural potential.
  2. Set Up Kiosks: Equipped with computers, internet, and power backup.
  3. Select & Train Sanchalaks: Educate local leaders to manage kiosks.
  4. Build Trust: ITC focuses on transparency and farmer welfare.
  5. Continuous Support: Regular training, technical support, and updates.

Conclusion

Understanding rural consumer behavior requires a nuanced approach considering the demographic, sociological, and cultural differences. Brands that recognize these unique characteristics and adapt their strategies accordingly—like Unilever, ITC, and Coca-Cola—have seen success in rural India.

Factors affecting rural consumers’ behavior globalization/modernization and technological factors.

Atish Singh December 30, 2025
Factors affecting rural consumer behaviour

Factors affecting rural consumer behaviour

  1. Globalization/modernization

2. Technological factors.

Introduction

Globalization and modernization expose rural Indian consumers to global brands and urban lifestyles via media and migration, shifting preferences from basic needs to aspirational purchases. Technological factors, including smartphones and digital payments, enhance access to information and e-commerce, accelerating informed buying despite infrastructure gaps. These drivers transform traditional behaviors in a market worth over $100 billion annually.

1. Globalization/Modernization

Introduction

Urban migration and schemes like MGNREGA boost disposable incomes, enabling premium buys during festivals. Aspirational shifts lead to two-wheelers over cycles in Punjab villages.

Example 1: HUL’s Lifebuoy campaigns modernized hygiene norms in Uttar Pradesh, increasing soap usage 3x through community demos aligned with evolving lifestyles.

Here is a visual representation of HUL’s Lifebuoy campaign modernizing hygiene norms in Uttar Pradesh: the image features rural children and mothers in traditional attire washing their hands with Lifebuoy soap at a community handwashing station. A colorful Lifebuoy campaign banner and educational posters about handwashing are visible, set against a backdrop of typical rural North Indian houses and trees. This scene highlights health awareness and community participation, reflecting how Lifebuoy has helped promote improved hygiene practices in the region.

How it affects rural consumer behavior:

  • Exposure to new products and brands: Rural consumers are increasingly exposed to urban lifestyles, global brands, and new products through television, the internet, and migrants returning from cities.
  • Changing aspirations: Modernization leads to changes in preferences, with rural consumers aspiring for better quality, branded goods, and modern amenities.
  • Shift in consumption patterns: Traditional preferences may give way to global trends, changing food habits, fashion, and entertainment choices.

Example 2: A rural family that previously wore only traditional clothing now desires branded T-shirts and jeans after seeing advertisements and relatives wearing them.

Case Study: Hindustan Unilever’s Project Shakti

  • Background: HUL launched Project Shakti to empower rural women as direct-to-consumer sales agents for its products.
  • Impact: Products like Lifebuoy soap, Fair & Lovely, and Wheel detergent reached remote villages. Through micro-entrepreneurship, rural consumers were exposed to modern hygiene and beauty products, altering their buying patterns and preferences.
  • Result: The project not only increased product accessibility but also modernized consumption habits in rural India.

2. Technological Factors

Smartphones (72% rural penetration) and UPI enable COD e-commerce, with 36% digital payments from villages. Jio’s affordable data spurred online research, doubling rural online buys from 4% to 8% (2015-2016).

Example 1: BCG’s rural surveys across 14 states showed connected consumers like “Vikas” upgrading data packs, influencing 80% of purchases via apps in Maharashtra.

Here is a visual representation based on BCG’s rural surveys in Maharashtra: The image shows a young rural man, representing “Vikas,” using his smartphone in a village setting to upgrade his data pack through a mobile app. On his phone screen, icons of popular shopping apps are visible. In the background, other villagers are watching and discussing, illustrating how his actions influence their purchase decisions. The scene includes typical elements of a rural Maharashtra village, such as traditional houses, motorcycles, and lush greenery, highlighting digital adoption and peer influence among rural consumers.

How it affects rural consumer behavior:

  • Access to information: Mobile phones and the internet allow rural consumers to compare prices, learn about products, and access services previously unavailable.
  • Online transactions: Growth of digital payments and e-commerce introduces villagers to new ways of shopping.
  • Awareness and education: Technology spreads awareness about modern agricultural practices, healthcare, and financial products.

Example 2: A farmer uses a mobile app to check weather forecasts and compare crop prices in different markets before deciding when and where to sell his produce.

Case Study: ITC e-Choupal

  • Background: ITC set up e-Choupal digital kiosks in villages, giving farmers access to real-time information on crop prices, weather, and best farming practices.
  • Impact: Farmers became more informed, reduced their dependence on middlemen, and improved their income by selling their produce at better rates.
  • Result: This technological intervention transformed decision-making and purchasing behavior among rural farmers, making them more empowered and market-driven.

In summary:

Globalization/modernization brings new aspirations and products to rural consumers, changing what they buy and how they buy it (e.g., Project Shakti).

Technology empowers rural consumers with information and accessibility, enabling smarter choices and new consumption habits (e.g., ITC e-Choupal).

Channels of Distribution like ITC E-choupal, Godrej Adhar, HUL, Shakti, and Trade Management, Rural Retailing

Atish Singh December 29, 2025
itc e-choupal

This is a detailed look at how goods and services are distributed in rural India, with a focus on ITC e-Choupal, Godrej Adhaar, HUL Shakti, Trade Management, and Rural Retailing. It also includes examples and a case study for use in exams.

  1. Channels of Distribution in Rural India
    Channels of distribution refer to the pathways through which goods and services flow from producers to consumers. Distribution channels in rural India cater to specific challenges like dispersed populations, inadequate infrastructure, and low literacy rates. Companies have developed innovative models to penetrate rural markets.

A. ITC (e-Choupal)


Description:

ITC e-Choupal is a digital platform that connects rural farmers directly with ITC, bypassing traditional middlemen.
It provides real-time information on weather, prices, best farming practices, and market demand via internet kiosks installed in villages.
Local farmers, trained as ‘Sanchalaks,’ operate these kiosks.
Benefits:

Reduces information asymmetry.
Farmers get better prices for their produce.
ITC saves on procurement costs and ensures quality.
Example:
A soybean farmer in Madhya Pradesh checks e-Choupal for current market prices and weather updates before deciding the best time to harvest and sell his crop.

B. Godrej Adhaar
Description:

Godrej Adhaar is a rural retail initiative that offers a one-stop shop for farmers, selling seeds, fertilizers, pesticides, animal feed, and even consumer goods.
Stores also provide services like soil testing, veterinary advice, and farm equipment rentals.
Benefits:

Increases rural access to quality products.
Generates employment and entrepreneurial opportunities in rural areas.
Example:
A farmer visits a Godrej Adhaar store to buy certified seeds and receives free soil testing and crop advisory services.

C. HUL Shakti (Hindustan Unilever Limited)


Description:

Project Shakti empowers rural women by turning them into direct-to-home distributors of HUL products.
HUL provides training and micro-credit support to women entrepreneurs, known as Shakti Ammas.
Benefits:

Expands HUL’s rural reach cost-effectively.
Promotes women’s empowerment and rural development.
Example:
A Shakti Amma sells soaps, shampoos, and detergents to 150 households in her village, earning extra income for her family.

D. Trade Management
Description:

It involves the efficient management and organization of the supply chain, including logistics, inventory, distributor relationships, and retailer training.
In rural areas, this means developing smaller SKUs (stock-keeping units), building last-mile connectivity, and educating retailers.
Benefits:

Enhances product availability.
Reduces stockouts and improves brand visibility.
Example:
FMCG companies appoint rural distributors and organize training programs for shopkeepers on product placement and customer service.

E. Rural Retailing
Description:

Refers to organized retail formats specifically designed for rural consumers, such as rural malls, haats (weekly markets), and mobile vans.
Retailers customize product assortments, pricing, and communication strategies.
Benefits:

Brings urban retail experience to rural customers.
Offers a wider range of products under one roof.
Example:
Hariyali Kisan Bazaar by DCM Shriram offers agricultural inputs, groceries, and household goods in a supermarket format in rural towns.

Case Study: ITC e-Choupal
Background:
ITC, a major Indian conglomerate, wanted to procure high-quality agricultural produce directly from farmers. The traditional mandi (market) system involved middlemen who often exploited both farmers and companies.

Solution:
Launched in 2000, e-Choupal set up internet kiosks in villages, operated by local farmers. These kiosks provided:

Real-time market price updates
Weather information
Best agricultural practices
Results:
Over 4 million farmers across 40,000 villages benefited.
Farmers’ incomes increased by 5–10% due to better price realization.
ITC reduced procurement costs and built long-term farmer relationships.
Exam Tip:
Highlight how e-Choupal used technology to transform rural supply chains, improve transparency, and empower farmers.

Summary Table
Channel Key Feature Benefit Example/Case Study
ITC e-Choupal Digital farmer kiosks Direct market access, better prices A soybean farmer checks market prices
Godrej Adhaar Rural retail stores Quality inputs and services, employment Farmer buys seeds & gets advice
HUL Shakti Women micro-entrepreneurs, women empowerment, rural reach Shakti Amma distributes HUL products
Trade Mgmt Efficient distribution Product availability, retailer support Rural retailer training
Rural Retailing Rural malls, haats Urban retail experience, variety Hariyali Kisan Bazaar
For exams:

Discuss the innovative approaches taken by companies to reach rural consumers.
Use ITC e-Choupal as a detailed case study.
Mention the social impact (empowerment, employment) in addition to business benefits.

Indian Rural Economy

Atish Singh December 29, 2025
Indian rural economy

Agriculture was the primary driving force behind industrialization in the majority of industrialized and developed nations. It is crucial to the Indian economy. More than 70% of rural households rely on agriculture for their livelihood. Moreover, it plays a crucial role in all economies, irrespective of their level of advancement. It fulfills essential human needs by addressing both food and non-food needs. Indian agriculture has experienced remarkable growth in recent years. Examining the influence of agriculture on economic development is crucial to assess its significance in the Indian economy.

A. Concepts and characteristics of the rural economy

Concept

Rural development is the process of making people’s lives better and their finances better, especially those who live in thinly populated or remote places. In the past, rural growth was based on misusing natural resources that needed a lot of land, like farming and forestry. But now, more and more people live in cities, and changes in global production networks have changed the way rural places work.

The progress of rural areas is still crucial to the growth of the whole country. More than two-thirds of the population in the country depend on farming for their livelihood, with one-third of rural India still living in poverty. Because of this, it is important for the government to work diligently and give them enough facilities to raise their level of living.

The actions that are taken to make rural areas better places to live and work to boost the economy are called rural development.

Characteristics of rural economy

  1. The village is an institution: the village is the main institution in the rural community, and it meets almost all of their needs. People who live in rural areas feel like they belong and are united with each other.
  2. Dependence on Agriculture: An important part of the country’s economy is nature and farming. In rural places, farming and related jobs are the main source of income.
  3. Life in the Country: People who live in the country have basic lives. There are insufficient public services available, such as housing, schooling, health and sanitation, transportation and communication, banking, roads, and markets. Faith, traditions, and old ways of doing things are critical to people who live in rural areas. Most rural people have very low standards of life, which is sad. The rural sector lags significantly behind in terms of production methods, social organization, and political action. In the past few years, more people have been drinking booze.
  4. Population Density: The number of people living in one square kilometer is very low, and houses are spread out all over the villages.
  5. Employment Opportunities: In rural places, there is unemployment, seasonal unemployment, and underemployment. Individuals who are ready and able to work but cannot find work are said to be unemployed. Underemployment, which is also known as “disguised unemployment,” is when people are working more than they need to. When people work but production doesn’t go up, the condition is called “masquerading unemployment.” In rural places, both of these things constantly happen.
  6. Poverty: People are poor when their basic needs aren’t met, like getting food, clothes, and a place to live. The figures for 2011–12 show that about 22 crores of people in rural areas are poor and live below the poverty line.
  7. Debt: People in rural areas have a lot of debt because they are poor and don’t have enough jobs. This is because farm and non-farm jobs are scarce, the jobs pay little, and output is seasonal. In 1925, the famous British author Sir Malcolm Darling said, “An Indian farmer is born in debt, lives in debt, dies in debt, and leaves debt behind.” The villagers can’t get formal loans, so they have to rely on local moneylenders, who take advantage of them like parasites. As a result, many people in the village kill themselves.
  8. Rural Income: People in rural areas earn little because the rural economy is too weak to provide jobs or self-employment opportunities. Many trained workers and laborers are underemployed, and there aren’t many ways for them to make more money.
  9. Dependence: Most rural households rely on social grants and money sent back from family members who work in cities and towns.
  10. Dualism: Two very different things existing together in the same place, such as developed and underdeveloped, organized and disorganized, traditional and modern, controlled and unregulated, poor and rich, skilled and unskilled, and other situations that seem to go against each other. People who live in country areas often have these traits.
  11. Inequality: The distribution of income, wealth, and assets is uneven for individuals residing in rural areas. Numerous factors in history, society, and politics contribute to this imbalance. Landlords and owners control most of the operations in rural areas. A small group of people own land, animals, and other things.
  12. Migration: People from rural areas have to leave their homes and move to cities in search of work to make a living. Cities are made possible by the way that growth works in this way. Bad relationships and a lack of basic amenities lead people to migrate from rural areas to cities. For Schumacher, this is like “double poisoning” because on one side, the farms are empty, and on the other, the towns are crowded. In his book “Small is Beautiful,” he discusses the problems with the way things are growing now.

B. Factors affecting rural economy

1. Rising level of knowledge

More reading and writing skills mean more job opportunities. According to the NSS, the literacy rate in rural areas in 2014 was 72.3% for men and 56.8% for women. This number is better than the rate in 2000, which was 68% for men and 43% for women.

Literacy rates are going up every year. Through SWAYAM and eVIDYA, the government has started to offer online classes. Through programs like Sarva Shiksha Abhiyan (SSA) and Rashtriya Madhyamik Shiksha Abhiyan (RMSA), the government has tried to get more people to go to school.

2. Work on infrastructure

For rural areas to grow, they need to have excellent infrastructure. Some of the most important signs of rural growth are roads, ways to communicate, electricity, clean water, irrigation systems, drainage lines, and decent places to live. In rural India, there have been more building projects and public service announcements in the past 20 years.

3. Adding new job opportunities

India’s rural areas have grown thanks to different policies, which have created new job possibilities. This kind of program is called TRYSEM (Training Rural Youth for Self-Employment). The main goal of this strategy was to teach young people technical skills.

The most recent example is the Atma Nirbhar Bharat Abhiyan, in which Hon. PM Modi asked companies to receive money to build prototypes. This will lead to more jobs over the next ten years.

4. The growth of mass media

People in rural areas are more aware now that there are more ways to communicate, like TV, social media, and radio. They can now seek employment, learn new skills, and talk to people outside the town thanks to cell phones and the internet.

Many people in rural places now know about government programs that can help them with farming and other activities. This is because of the growth of mass media.

5. Research in agriculture

The Indian Council of Agricultural Studies (ICAR) is in charge of agricultural studies in India. Research helps us figure out how food yield changes when the weather and soil are different, as well as how using certain fertilizers can boost production. Farmers have been helped by the use of new scientific tools. The green revolution came about because of this.

6. The effect of cities

Social media and other forms of communication have brought people from rural areas closer to people from cities. People in cities have an effect on people in the country. It changed how they lived and what they bought, which made more people want to buy consumer things.

Many industries and MNCs joined the rural market because of higher demand. MNCs worked to deliver their products to people at prices they could pay. More purchases contributed to the market’s growth. MNCs also started hiring locals, which raised the rate of employment.

7. Initiatives by the government

India’s government has done a lot to help rural areas grow and improve. Here are a few examples:

  • For self-sufficiency, Operation Flood and the White and Blue Revolution
  • The Integrated Rural Development Program (IRDP)
  • REP—Rural electrification program for providing an electricity supply
  • PSU and Banks lending money to farmers
  • Banks and the PSU Getting farmers loans

8. Contract farming

Contract farming is when businesses give farmers high-yield seeds and expect them to grow crops and send them back to the business. In this way, farmers don’t have to use their money to grow.

C. Basics needs of rural economy

Rural development is crucial for the comprehensive growth and advancement of the Indian economy for the following reasons.

  1. A significant portion of the population resides in rural areas, and their growth and contributions play a crucial role in supporting the nation-building efforts. India cannot achieve development by keeping rural areas underdeveloped.
  2. The rural economy aids the urban sectors by providing essential resources such as drinking water, milk, food, and raw materials. The underdevelopment of the rural sector will significantly hinder the overall economic advancement.
  3. Enhancements in education, health, and sanitation in rural areas can prevent certain urban issues such as begging, scavenging, and the formation of roadside slums.
  4. Agriculture and related activities are essential for creating employment opportunities in rural regions and enhancing total food output.
  5. Developing rural areas can help decrease the negative effects of brain drain and rural-urban migration.
  6. Developing the rural economy is necessary to make better use of underused and underutilized resources.
  7. Rural development should reduce the disparity in infrastructure provision between rural and urban areas.
  8. To enhance the country’s position in the global sphere regarding economic metrics such as the Human Development Index (HDI), Women Empowerment Index (WEI), Gender Disparity Index (GDI), Physical Quality of Life Index (PQLI), and Gross National Happiness Index (GNHI), these factors should be prioritized.

D. Rural-Urban disparities and Policy interventions.

Introduction

Rural development requirements differ from urban development demands and vary across different geographic locations and regions. Rural development in India largely focuses on the development of resources necessary for daily activities in a large and divided country. The main reason for a limited sectoral approach to rural development is the illogical placement of manufacturing facilities, inadequate infrastructure, and various other issues. The focus is on electrification, jobs, basic healthcare, and water management. Development work is carried out for a specific group or area within a cluster using a cluster management approach.

Urban development involves improving systems, traffic management, transportation, infrastructure, building management, and institutional management. The attitude, literacy, desire to adapt, and flexibility of target audiences vary in each scenario. Rural and urban development are interdependent for achieving comprehensive economic growth.

Should India change its focus?

Mahatma Gandhi’s statement, “India lives in its villages,” remains accurate in the present day. Rural communities have not benefited from development despite rising urbanization. These regions continue to experience challenges such as malnutrition, lack of education, joblessness, and inadequate infrastructure, including schools, universities, hospitals, and sanitary facilities.

The significant difference in living standards clearly indicates the contrasting aspects of India, which is a rapidly rising economy and one of the largest in the world. Rural Indian communities must develop concurrently with metropolitan regions, and the quality of life there must be enhanced for inclusive growth to take place.

The following are some disparities between rural and urban regions: 

1. Disparities in Education

Urban areas undoubtedly boast superior infrastructure and educational systems compared to their rural counterparts. At both the elementary and secondary school levels, educational institutions in urban areas are extremely advanced, and the urban area education system is designed to provide students with a more enjoyable learning environment.

Conversely, in rural regions, students are deprived of even the most fundamental services and infrastructure; private schools and colleges are nonexistent, and teachers in government schools rarely attend classes. Only in such circumstances do students have the opportunity to receive an appropriate education.

2. Urban versus Rural Health Disparities

This section will cover healthcare disparities. Overall, urban health and medical systems are superior to their rural counterparts. The health sector in urban areas is more advanced and developed than that in rural areas.

In the rural healthcare sector, there is a dearth of appropriate medical equipment, inadequate infrastructure, and the majority of practitioners engage in fraudulent practices. This is the rationale behind the preference of individuals residing in rural regions to seek medical services in urban areas. The Indian government has been diligently operating in an effort to reduce the disparity between urban and rural health. 

3. Employment Opportunity Disparities

In this regard, the contrast between urban and rural areas is likely the most pronounced. The rural populace relies heavily on agriculture for sustenance. Additionally, approximately sixty percent of the nation’s populace is involved in agricultural pursuits. Work restraint in the secondary and tertiary sectors or in the non-agricultural sector.

Certainly, those with an interest in pursuing careers in the tertiary or secondary sectors will find more favorable opportunities in urban settings. Over the past few years, rural areas have witnessed the emergence of several employment opportunities beyond farming. These include working in the marketplace, mining, teaching, small-scale industries, and more.

4. Architectural Disparities

In rural regions, the majority of inhabitants inhabit modest dwellings constructed from mud, thatched roofs, and huts; these structures are typically uncomplicated and impermanent, rendering them susceptible to damage from natural calamities such as heavy rainfall, floods, or tsunamis.

Conversely, an urban region predominantly comprises expansive apartments, while houses in this sector are built utilizing cement, cutting-edge technologies, and contemporary machinery, none of which are susceptible to damage.

5. Lifestyle Disparities

The rural populace generally leads a very uncomplicated way of life. Due to the prevalence of day-to-day employment in the agriculture or dairy industries, rural residents typically lack access to electricity in their dwellings and rely on ovens to prepare their meals. The lifestyle in urban areas is characterized by greater development and improvement.

Individuals in urban areas earn higher wages as a result of increased employment opportunities, which in turn raises the demand for shopping, food, and new digital technologies. Consequently, novel products and services are imported from other nations, and new categories of items have emerged in urban areas, all of which contribute to the enhancement of the lifestyle of urbanites.

E. Role of Agriculture in the Economic Development of India.

Agriculture’s significance in India’s economic development cannot be ignored, despite the crucial role performed by industries. This section will outline the seven crucial roles of agriculture in economic development.

1. Meets the growing food demands of the nation

Agriculture in India plays a crucial part in providing food. Agriculture meets the increasing food demands of the growing population. Food production is rapidly expanding, putting a heavy burden on surplus labor markets like India. If agriculture cannot continually increase its surplus of food grains, a catastrophe is likely to happen. Several developing countries are currently experiencing this phase, and agricultural practices will be enhanced to fulfill the increasing food requirements.

2. Distribution of raw materials to agricultural-based industries

Agriculture supplies raw materials to many agro-based industries like sugar, cotton textiles, jute, and vanaspati. Agriculture is crucial to the food processing business. The expansion of these industries is crucial for agriculture and farmers.

3. Improving Rural Quality of Life

Greater agricultural surpluses resulting from higher agricultural production have a positive impact on society welfare, particularly in rural areas.

4. Facilitates capital accumulation

There is a general agreement on the necessity of capital formation. Agriculture plays a crucial role in the economic growth of emerging countries like India by speeding capital formation due to its significance as the primary industry. If it does not comply, the entire economic growth process will face a setback.

5. Industrial Product Market

Rural purchasing power expansion is essential for industrial development, as villages are home to two-thirds of the Indian population. Big farmers had an increase in spending power due to their higher revenues and minimal tax obligations following the green revolution.

6. Contributes to the national Gross Domestic Product (GDP)

Agriculture has always played a vital part in contributing to India’s national GDP. In 1950-51, agriculture and related sectors contributed around 59% to the total national income. Although the share of agriculture has decreased steadily due to the growth of other industries, it remains comparatively high compared to industrialized nations worldwide.

7. Infrastructure Development

Agriculture’s involvement in economic development requires the establishment of infrastructure such as roads, postal services, marketplaces, warehouses, shipping facilities, and other components to facilitate the rise of industries and the commercial sector.

Agricultural marketing: Marketing of agricultural produce.

Atish Singh December 29, 2025
Agricultural marketing

Introduction

Agricultural marketing involves the gathering, storage, preparation, shipping, and delivery of various farming supplies throughout the country. When it comes to agriculture marketing, the sale of a product rests on several factors, such as how much demand there is for it at that moment and how much space is available for storage.

Before independence, farmers who sold their goods to sellers had to deal with many wrong weights and hacked accounts. The farmers lacked accurate information about prices, which forced them to sell their goods at low prices due to insufficient storage facilities.

The product might sometimes be sold at a weekly village market in the village of the farmer or in a village nearby. If these shops aren’t open, the goods are sold at the mandi or at unofficial markets in a nearby village or town. So, the government did several things to keep the traders in line.

Definition

Agriculture marketing, in a very limited sense, means getting farm products from farmers to people who will buy them. The decision to grow a crop for sale initiates agricultural marketing, according to the National Commission on Agriculture. It includes all parts of the market structure, both functional and institutional, as well as technical and economic factors. It also includes operations before and after the harvest, such as sorting, storing, transporting, and distributing.

A. The wider part of marketing in India

  • Balancing demand and supply
  • To transmit macroeconomic signals to farmers and producers.
  • The strategy involves offering incentives to producers in order to boost their production and output levels.
  • The aim is to encourage the efficient utilization of resources within the production and distribution system.

B. Challenges in marketing agricultural produce in India.

  1. Insufficient storage and warehouse facilities in India lead to the wastage of farming products and a reduction in farmers’ earnings.
  2. Inefficient transportation infrastructure: India’s transportation infrastructure isn’t up to par, which raises the cost of moving goods and makes Indian farming products less competitive on the world market.
  3. Broken supply chain: In India, the supply chain for agricultural goods is fragmented, involving many middlemen. This can lead to high trade costs, which means farmers can’t make as much money.
  4. Not enough market information: Indian farmers often don’t have enough market information, which makes it challenging for them to decide how to sell their goods.
  5. Quality of Produce: The Green Revolution and other “Lab to Land” programs have expanded the potential for food production. However, with rising incomes and living standards, stricter health and safety rules, and a lot of new processing industries, there is a need to improve both the quantity and quality of food that can be grown. This issue has limited the potential of agriculture for selling food on both the national and international markets.
  6. Less consumer satisfaction: customer loyalty is the most important thing in any marketing system. If farmers don’t grade, sort, standardize, and clean their products properly, they won’t sell for as much on the international market when they ship them.
  7. Prices change all the time: In India, the prices of agricultural products change all the time, which makes it challenging for farmers to plan their production and selling.

C. The Indian government wants to improve marketing in a number of reforms.

  1. Improvements to the infrastructure of the supply chain: The Indian government is spending money to improve the infrastructure of the supply chain, which includes buildings for storage and transportation.
  2. Setting up markets for farming goods: Agricultural Produce Market Committees (APMCs) were set up by the Indian government to make sure that agricultural goods have a safe place to trade.
  3. Promoting contract farming: The Indian government is supporting contract farming, which helps farmers get a better price for their crops and helps them plan how they will grow and sell them.
  4. Supporting direct marketing: The Indian government supports direct marketing for farming products. This helps farmers get a better price for their goods by cutting out middlemen.
  5. Giving farmers information about the market: The Indian government provides farmers information about the market through mobile apps, SMS services, and toll-free helplines.

D. Issues in agricultural marketing

1. Today, Indian farmers can sell their goods at:

  • The farmgate or local market (haat) is for village aggregators, and the APMC (agricultural product market committee) is for private traders.
  • So that the government can obtain the minimum support price (MSP),
  • But there are some problems with all three ways to sell.

2. MSP

  • The MSP was promised for 23 crops, but it has only been implemented for 3 crops.
  • Produce that meets the standards for “fair average quality” is the only one that gets MSP.
  • There aren’t any government procurement centers in every part of the country.
  • Also, the next step in the rise of agricultural income will be high-yield goods like dairy products, vegetables, fruits, and so on. However, the government is still giving MSP to cereals.

3. APMC

a. In theory, there is more than one buyer for an APMC, but in fact, there is no open auction system for setting prices through transparent bidding.

b. In most APMCs, buyers have to go through licensed aadhatiyas to make purchases.

  • People in the middle are paid for their “services” by both the buyer and the seller.
  • The aadhatiya also often lends money to farmers and provides them seeds, fertilizer, and chemicals on credit. Therefore, they have to sell through him and pay their debts forever.

c. Furthermore, mandi fees vary by state and type of goods, but they are usually between 0.5% and 5% of the sale price.

d. Adding more mandi fees to trade between states would be like taxing people twice, which goes against the idea of a single national market.

e. Sale in distress because of a lack of storage space

  • When it comes to mandis, prices are lowest three to four months after harvest and highest right before harvest.
  • Farmers make the most sales right after harvest because they need to buy things for the next planting season.

4. To correct this APMC problem

  • The Model Agricultural Produce Market Committees (APMCs) Act was made by the Union Agriculture Ministry.
  • The Act wants to provide farmers more options for selling their crops. It does this by letting private markets operate (instead of just APMCs), letting farmers buy in bulk directly from the farm gate, labeling warehouses or cold storages to be markets, and getting rid of the idea of a “market area.”
  • This is because the definition of “market area” has an effect on how much money APMCs can make.

5. Changes in prices

  • Uncontrolled patterns of oversupply and shortage are what make prices change all the time.
  • Price predictions for a certain good are often based on trends from previous years, but these trends might not be accurate this year, potentially leading to oversupply or shortage.

E. Reforms are needed in APMC.

1. Standardized market charges

  • A consistent mandi tax of either 0.25% or 0.50% is suggested to be imposed statewide on foodgrains, oilseeds, and fruits & vegetables.
  • The central and state governments could reimburse the losses incurred by APMCs, following the model of the Goods and Services Tax.

2. Abolish Aadhatiya-centered commerce.

  • All transactions in Agricultural Produce Market Committees (APMCs) should be conducted via open auctions, with participation from numerous bidders for each batch of produce. Trades should occur directly between buyers and sellers, without intermediaries demanding fees.
  • Aadhatiya can only participate in the capacity of a trader.

3. Activate sample-based sales.

  • Today, the farmer takes all his produce to the APMC, where buyers do physical inspections before placing bids.
  • This leads to duplicate transportation, from the farm gate to APMC and then from APMC to the final destination.
  • If grading and sorting facilities are nearby the farm gate, the farmer merely needs to bring a sample of his crop and the necessary quality certification paperwork to the mandi. It would be a cost-effective and time-saving solution.

4. Storage and banking amenities in close proximity to APMCs

  • To prevent distress sales, having bagging and storage facilities, as well as offering loans based on warehouse receipts, can help satisfy urgent cash needs. These should be located near APMCs.
  • Encourage the establishment of Farmer Producer Organizations in marketing.
  • Encourage farmer producer organizations/companies to engage in direct marketing of their members’ produce to major buyers and processors.
  • It will lead to increased competition and improved pricing at APMCs.

5. Relax or abolish the Essential Commodities Act (ECA).

  • ECA imposes limitations on the transportation of goods, inventory management, pricing, and implementation of innovative technologies.
  • Removing these prohibitions under ECA and other laws will increase commerce and result in improved profits for farmers.
  • The concept of “ease of doing business” is essential for agriculture as well as other industries.

6. e-NAM

  • The government established an electronic national agriculture market (eNAM) to link all regulated wholesale produce marketplaces via a nationwide trade site.
  • Its efficiency relies on the involvement of traders from various markets.

7. Risk management

  • Crop insurance plans provide farmers with protection against weather-related hazards as part of risk management.
  • The majority of the premium in the Pradhan Mantri Fasal Bima Yojana is covered by the Government.
  • Although still being developed, this system is more thorough and user-friendly than any prior ones.

8. Expand the quantity of markets

  • As per the Ashok Dalwai Committee, India requires a minimum of 30,000 agricultural produce markets, compared to the current number of around 6,500.
  • A “mini-market” concept is needed to narrow this significant disparity.
  • The government’s announcement of GRAMs (Gramin rural agricultural market) is a positive step.
  • With widespread electronic connection and dependable rural roads, GRAMs can develop into sustainable centers for economic activity and job creation.

9. Producer consolidation

  • Consolidating small and fragmented farms into larger, more sustainable holdings can enhance producers’ ability to obtain financing and high-quality inputs, as well as achieve higher prices for their products.
  • This will also encourage necessary investments in land development, improvement, and agricultural mechanization.

Rural market research in India

Atish Singh December 29, 2025
Rural market research in India

Introduction

India is a completely unique place. It has more than 600 districts, about 8,000 towns, and more than 0.6 million villages spread out over 29 states and 8 union territories. The villages cover 3.2 million square kilometers and are home to 65% of India’s people. Different religious and linguistic groups, as well as sociocultural and caste-based divides, make up a very diverse population.

In India, it is especially important to make sure that data collection and study methods can be used by people who speak different languages, have different levels of literacy, and have varying levels of access to or familiarity with the internet.

Research on the rural market has existed for much longer and followed a defined structure even before urban markets fully developed. It’s funny, but this is true: most studies that have looked into health, learning, family planning, or building projects always start in the suburbs or the country.

However, research on marketing and its associated issues has only recently begun. This is because companies like HLL, Dabur, Colgate Palmolive, and Richardson Hindustan Ltd. (now P&G) started to do business in rural areas and found that they didn’t know much or anything about those markets. There was information about socioeconomic groups, like occupation profiles, school profiles, or ownership profiles. But there was no information about income, how it was spent, or what people liked to buy. Therefore, it became hard to divide the markets into different groups. Most businesses that wanted to get into rural areas either used published sources or paid for their studies.

A. Steps in rural marketing research

Understanding the applicable marketing strategy requires the development of a research plan.

The eight stages below assist in developing a plan for rural research:

1. Establish the Research Problem and Goals

The problem description phase specifies the subject matter to be examined. It is possible for the objectives of research to include the investigation of rural markets, distribution methods, or consumer behavior in rural areas. We will utilize different approaches to data collection for each of these aims. At this stage, the company must establish a clear understanding of the research and the intended outcomes.

2. Create a customized research plan for each district.

Given the diversity of rural consumers, it is crucial to customize a research strategy for each district. The organization is responsible for determining the essence of the research that will be carried out, coming up with the essential research questions and the recipients who are most suitable for them, and coming up with methods for data analysis.

This phase involves the formulation of hypotheses that can be tested, the specification of the processes for selecting a representative sample, and the establishment of the methodology for collecting the sample data. Qualitative research typically takes place in villages due to the limited number of participants.

3. Conduct a Secondary Data Search

Secondary data comprises publicly available information from government agencies, including but not limited to census, transportation, school, and public health data. Although secondary data on rural areas is limited in scope, researchers have the option to access industry associations, consultancies, and rural journals, as well as trade associations such as the Federation of Indian Chambers of Commerce & Industry (FICCI) and the Confederation of Indian Industry (CII).

Professional research firms such as Nielsen, Accenture, McKinsey, Ernst and Young, and the Indian Market Research Bureau (IMRB) publish reports and conduct research on rural markets. However, it is important to note that these secondary data sources, along with others, provide a macro perspective of villages.

4. Construct a main research investigation

Primary research is frequently required when secondary data from rural areas is inadequate. It is determined whether primary data will be gathered through a survey, interview, observation, or online source. In addition to formulating and translating questionnaires into local languages, the methodology for conducting a primary study is also delineated.

5. Sample Selection

When selecting samples, it is essential to maintain objectivity and ensure that they are adequately representative of the overall population. Because of this, cluster or stratified sampling is necessary in order to include all of the socioeconomic groups that are present in a community.

This method is frequently not possible in rural locations, although metropolitan areas have a tendency to favor conducting random sampling. When doing sampling in rural areas, it is vital to use convenience sampling. Only the researcher can ensure comprehensive coverage of all socioeconomic, caste, and religious categories to the maximum extent possible.

6. Gather Primary Source Data

Field workers face a significant obstacle in primary data collection: not only must they travel great distances, but rural residents are also wary of urban individuals carrying questionnaires. It is nearly impossible to conduct one-on-one interviews because villagers typically congregate around the researcher. For researchers to converse with women, females are required. People are also unfamiliar with brands, which further complicates comparisons.

Respondents frequently provide responses that align with perceived expectations rather than reflecting their true emotions, posing an additional challenge for the researcher. To conduct interviews, participants are questioned in small groups. However, the researcher must be able to conduct interviews with villagers in their native tongues while simultaneously providing explanations and gathering information. Occasionally, casual observation of markets and consumers can yield valuable insights into rural existence without the need for formal inquiries.

7. Data Analysis

Statistical tests are utilized to assess the validity and reliability of data. Nevertheless, statistical techniques such as factor analysis, correlation, regression, and discriminant analysis are only applicable when the data set is substantial in size. However, such an outcome is improbable to occur in rural areas. Cluster analysis, which identifies elements’ commonalities, could be one method utilized in rural market research. It would be a significant undertaking to eliminate researcher bias in qualitative research.

8. Apply the findings to guide marketing decisions.

In the last stage, meaning is derived from the analysis of the data, and recommendations for the marketing plan are formulated in a realistic manner.

B. Sampling Methods

You need sampling because you can’t talk to or question every customer or non-customer. Sampling aims to find what works for a small group so it can be used for the whole community. Sampling means picking a small group of people from the whole community to talk to. There are two main requirements for the sample: it must be fair and true to the whole community.

In an ideal scenario, each member of the population should have an equal chance of selection from the group. At the same time, this is not possible in rural places. Generally, we exclude certain groups of people, such as women and members of specific castes. So, methods that aren’t based on chance are used, and easier sampling is often used. In towns, it is important for probability methods to use stratified sampling so that the person answering the survey picks people from each group. If groups are easy to spot, cluster sampling could also be used.

Here’s how to understand these:

1. Stratified sampling

Stratification is the process of dividing people in a town into smaller groups that are similar to each other. Then, within each subgroup, either simple random selection or systematic sampling is used. One way for a researcher to find out how people in the whole community behave as consumers is to pick a sample from each of the three social classes: the upper, the middle, and the lower.

2. Cluster sampling

The whole population is split into groups, and then random samples are chosen from each group. For instance, we could divide the people in a town into groups based on their jobs and then pick people at random from each group.

When experts choose samples based on their own opinions, the process is called non-probability sampling. It’s often done because of real concerns, like not having enough time or resources to carry out full-fledged surveys. Researchers must use easily accessible groups to survey villages.

In non-probability sampling, there are three popular ways to do things:

a. Convenience sampling

Convenience sampling is a type of non-probability sampling in which people are chosen as subjects because they are easy to reach. In villages, it means talking to people who are there at a certain time. Even though it’s quick, the method might not work well.

b. Quota sampling

In quota sampling, the population is split into subgroups that can’t be joined together. Then, things are chosen from each subgroup based on a certain percentage. A company may set a goal to interview 30 people in each village.

c. Judgemental sampling

Judgment sampling is when a researcher picks things from a community based on his or her opinion. For example, a researcher might choose to talk to the sarpanch or other important people in a village or ask them for recommendations to get good answers. This type of study is known as judgmental sampling.

C. Rural Market Research

It’s not easy or a set of steps to do rural market research because customers live far away and don’t always see brands and goods. There is a lack of secondary data on how people in villages buy things.

Because of this, traditional ways of doing market research don’t work well in rural places. Many companies have wasted a lot of time and money trying to build supply chains to rural areas because they don’t have correct information about what people in villages buy. Most businesses only need to look at the population data—about 850 million people who aren’t getting enough service—to see what a significant chance it is. But marketing in rural areas will fail if people don’t know the people who live there and what they buy.

Researching what customers want helps with every part of marketing strategy. You need it to answer questions and help with your marketing plan.

It helps businesses do the following:

1. Identify potential customers and segments 

A big part of rural market research is finding buyers in rural areas and wealthy groups within the rural population. To achieve this, you need to collect detailed info.

2. Getting People to Use Products

Why do people buy certain things? That’s an important question to answer. For instance, people may purchase a washing machine in cities to wash clothes, but in rural areas, they may use it to make milk. These kinds of insights can help businesses change their goods.

3. Know your current customers.

People who buy things from companies need to know what those people value and why they buy. They can find out who makes people buy things and what role models are popular in rural areas. Also, businesses find out which items people buy because they work and which ones they buy because they look appealing.

4. Figuring out buying habits

Some of the most important factors are where people like to buy things, how much they buy, and when they buy it. As a result, special channels of distribution are set up to serve rural areas. A village store sells some things, but a close town has other things that can be bought.

5. Make a plan for marketing

Market research helps with decisions like how to create, price, package, distribute, and communicate about a product. Research also tells businesses about their rivals, which helps them come up with counteroffers.

D. Key challenges in Research data collection.

India has many different cultures and landscapes, which makes it hard for marketers and researchers to make surveys for rural India. Here are some of the most significant problems they face:

1. Reach: The 2011 Census found that about 58% of India’s rural population lives in 115,080 villages with 2,000 or more people. In practice, this means that about 80% of all towns in India are small or minimal, with less than 2000 people living there. FMCG companies face a big problem when they try to reach end customers in rural areas, which is called the “last mile.” Also, companies have a challenging time getting their products to the 33 million stores in rural India because it costs a lot to deliver them. To reach into rural areas, it’s important to have a focused and targeted reach. This important factor needs to be taken into account when planning the survey’s scope of study and sampling method. 

2. The business can make money: In India, 85,000 large villages are home to about 40% of the people and 60% of all processed food and beverages. For business reasons, it’s not possible to cover all of rural India because the population and buying power aren’t evenly distributed.

3. High level of heterogeneity: “One size fits all” doesn’t work well when making a survey or plan for India’s rural areas. For instance, more than 75–80% of the people who live in poor and backward states like Bihar, Uttar Pradesh, West Bengal, and Madhya Pradesh live in rural areas. On the other hand, the spread of people living in urbanized states like Tamil Nadu, Maharashtra, and Telangana is more fair. Because of this, every state has its own unique demographic and sociocultural profile, which should be taken into account when planning the sampling method for any primary research study.

4. Gender Equality: In rural India, women are important buyers and makers of many product categories, but men are more likely to be the main buyers. “Whom to interview” is therefore one of the most important questions to answer when making a poll.

5. Many different languages: India has 22 legal languages and a lot of different local languages, dialects, and everyday words. Therefore, being able to communicate well in more than one language is necessary for running surveys in rural India.

E. Methodologies for rural research

Developing a method that accurately captures the diversity of rural India requires consideration of the following factors:

1. Regional representation

In India, which is very big and has many different kinds of people, it is important to reflect heterogeneity and make sure that the study is representative. For example, Northerners and Southerners have very different views and behaviors. In the same way, people from other places have different social and cultural backgrounds that often affect how they think and feel, especially about touchy topics.

So, choosing Socio-Cultural Regions, or SCRs, is often the first step in figuring out how people in rural areas buy things. The regions help us understand people and their actions by putting them in the context of common farming practices, social and cultural differences, and income and spending habits that depend on the crop season.

2. Adequacy of sample

India’s different states have very different amounts of people living in them. For instance, Uttar Pradesh, India’s most populous state, is home to almost 15% of the country’s people. On the other hand, less than 0.5% of India’s people live in the tiny state of Goa. So, in a pan-Indian or multi-state survey, it is important to divide the group by state. Most of the time, states are divided into groups based on their population, such as high-population states, middle-population states, and low-population states. The sample is then set for each band based on the size of that band’s population to make sure it is a good representation of the whole.

The sample size would also rely on things like how detailed the data needed within a state is and how different the population characteristics are within a state (et al.). 

3. Defining rural

According to the Indian Census, a rural village is a place that meets all three of the following criteria:

  • There are less than 5,000 people living there.
  • 75% of the men work in non-agricultural jobs. 
  • There are also less than 400 people living in every square kilometer.

However, this huge and very large area covering is hard for any marketing company to cover for business reasons. Because of this, different meanings of “rural” are used to make things more practical. Many businesses use the “hub and spoke model” to show how their distribution routes connect with rural areas. They look at areas that are close to or within a certain distance of the feeder towns.

Most businesses in rural India have trouble with the last mile of connection. It’s not seen as a good idea to cover the center or remote parts of rural areas. The “immediate” possibility for targeting rural India is in the villages on the edges of small towns or feeder towns that are easy to get to. The “Ringing Method” is another name for this way of choosing your village.

The things listed above have big effects on how researchers come up with a good method and, even more importantly, how they choose a good sampling method for their study. 

4. Other Imperatives

When planning methods for rural study, there are a few other things that you need to keep in mind:

  1. Permissions: Before doing any fieldwork in a village, it is important to talk to the village leader, who is called the “Sarpanch,” about the study and its goals and get permission to do fieldwork. This is official proof from the head of the village that they know about the study and give their official permission.
  2. Village Map: Before you start fieldwork, you have to make a rough map of the village to get a sense of its plan and the most important buildings, such as the hospital, school, panchayat office, temple, or any other place of worship. The team leader usually does this activity with the help of an older person from the town, like the sarpanch, schoolteacher, or someone else. Rural homes and households in a village are not organized or follow a plan like homes in cities. Maps also help choose and sample clusters of homes and households in that village.
  3. Using slang: Because Indian states have a lot of different languages, certain sentences or words have different slang meanings. So, to make it easier for people to understand the questions, it is usually suggested that the local language be added to the instrument based on comments from a knowledgeable person in the area, like a schoolteacher.

Multinational companies and marketers are now focusing on people in rural areas. This means that spending on rural market research in India is expected to rise soon. It looks like this is a good chance for market research firms to improve the way they do research with country customers in mind. At the same time, researchers should keep in mind some of the problems that come with doing research in rural areas, such as a community that isn’t very tech-savvy, doesn’t read or write well, or isn’t well connected, when planning how to do research with this group.

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