摘要:本文是一篇留学生发展中国家市场分析assignment,直到最近,被视为无谓的印度经济的趋势表明,印度农村市场的增长速度高于城市(费沙,2007年,班纳吉和Sangameshwaran,2009年)。这样的增长已经导致了农村和城市市场是否正在变得均匀(Vijayraghavan和Phillip,2005)的辩论。
印度农村市场的产品自适应
直到最近,被视为无谓的印度经济的趋势表明,印度农村市场的增长速度高于城市(费沙,2007年,班纳吉和Sangameshwaran,2009年)。这样的增长已经导致了农村和城市市场是否正在变得均匀(Vijayraghavan和Phillip,2005)的辩论。不过,这些猜测都没有在现实中被证实(警长和PANY,2005),农村仍然是非常不同于城市的(Bijapurkar,2003年,班达里,2009年),例如物理和营销基础设施(Sarwade,2002年,Velayudhan,2007停飞),社会文化条件(饶,2000年,桑杰?贾,2003年,Thorat,2007年,而达,2008年)和逸岸,甚至几个经济指标(普拉丹等人,2000年,百色,2003年)都不同于城市。跨越不同的垂直行业组织正在屈曲起来,以通过调整他们的产品解决这些差异(经济时报,2009)。
过去的六十年,产品自适应已在国际营销领域被广泛研究。
Product Adaptation Of Rural Markets Of India
Economics Essay
Considered as deadweight on the Indian economy till recently, trends indicate that rural markets in India are growing faster than urban (Vaishali, 2007, Banerjee and Sangameshwaran, 2009). Such growth has led to the debate whether both rural and urban markets are becoming homogeneous (Vijayraghavan and Phillip, 2005). However, these speculations are not grounded in reality (Sheriff and Pany, 2005) as rural is still very different from urban with respect to literacy (Bijapurkar, 2003, Bhandari, 2009), physical and
Marketing infrastructure (Sarwade, 2002, Velayudhan, 2007), socio cultural conditions (Rao, 2000, Jha, 2003, Thorat, 2007, Erda, 2008) and infact even on several economic indicators (Pradhan et al., 2000, Bose, 2003). Organisations across varied industry verticals are currently buckling up to address these differences by adapting their products (The Economic Times, 2009).
Product adaptation has been widely studied in International marketing domain for the past six decades. There is no academic study that addressed the issue in the rural marketing context and hence this paper fills the void. Further, contribution of this paper is in its unique treatment to the product adaptation construct in an ‘Intra’national marketing context, more specifically urban to rural marketing context. Unlike in international marketing; where product adaptation can be identified and measured as and when a product moves from one agreed geographical location (like country, region and so on) to another; it is complex in the case of rural marketing. This is because rural has been defined and operationalised in multitude ways (Jha, 1988, Kashyap and Raut, 2006, Velayudhan, 2007) and has no agreed geographical boundaries thus making it difficult to aggregate the adaptation type and extent of adaptation.
Initially in this paper a brief review on product adaptation in rural markets is followed by the presentation on the case of how product adaptation can be viewed through executives’ perceived rurality. This is followed by method, results and discussion and conclusions.
PRODUCT ADAPTATION IN RURAL MARKETS
In the rural marketing literature, reference to product adaptation is mostly descriptive, anecdotal or in the form of experience sharing. While concluding or proposing recommendations; authors of a few empirical and analytical papers emphasised the relevance of product adaptation in the rural markets (Davar and Chattopadhyay, 2000, Sarwade, 2002, Sharma and Gupta, 2002, Shinde, 2007). However, much of the understanding of product adaptation in the rural markets for this study has come from newspaper reports, newspaper articles, and magazine articles (like Prem and Sweety, 1985, Das and Sen, 1991, Bijapurkar and Murthy, 1999, Jain, 2000, Das and Ghosh, 2000, Krishnamurthy, 2000, Ganguly, 20
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