Research
Segmenting Indian Consumers: A Psychographic Approach
Segmentation is the need of modern marketing because to serve the entire market is no more profitable. The very first step of market segmentation is to identify which variables are most important to segment or to group the customers into homogeneous groups. Usually more than one variable is used to give the description of market segments. The most common variables used are demographic, geographic, psychographic, and behaviuoral. In the present study demographic and psychographic variables are taken into consideration. The human behavior is dominated by the internal psycho of the individual and the way they treat with the society. The main psychographic variables as values, social interest, attitude and lifestyle are broadly taken into consideration. Cluster analysis is used to segment the market. Factor analysis is used to identify the factors for segmentation.
An Investigation of Consumer Buying Behavior for FMCG: An Empirical Study of Rural Haryana
In India more than 72% population is living in villages and FMCG companies are famous in selling their products to the middleclass households, it means rural India is a profitable and potential market for FMCG producers. Rural consumers’ incomes are rising and willing to buy the products which improve their lifestyle. Producers of FMCG have to craft their marketing strategies exclusively for rural consumers. In this process they need to understand the rural consumer buying behaviour which may differ geographically. The present study focuses on the understanding of rural consumer buying behavior for FMCG in Haryana. The study stresses on the factors which the purchasing of rural consumers. The study was conducted in four districts of Haryana namely panipat, jind, kuruksetra and gurgaon.
