INTRODUCTION
·
India
is inhibited by different people different social economic background.
·
Every consumer has its own motivation to buy.
·
The marketing
mix strategies of product, price, place, and promotion are diverse in India.
·
In India we have
different types of needs of different customers from rural to urban, from rich
to poor students.
·
Indian consumer can be classified into different
categories according to purpose and analysis. From income point of view, we can
divide Indian consumer as Rich, Middle, Class and Poor. They can also be
classified as rural and urban.
·
We find that the
number of people in the class of lower are moving towards upper class and
category , but at the same time the number of aspires are rising.
·
Rice people
prefer luxury items like lucrative houses, big cars, and other luxury items.
·
Consumer goods
have come to play a greater psychological role in People’s lives where people
buy to regulate their emotions, gain social status and seek a more ideal self
through symbolic meanings associated with material goods.
CONSUMER PROTECTION IN
INDIA
·
Consumer
Protection Act has been implemented (1986) or we can bring into existence to
protect the rights of a consumer.
·
It protects the
consumer from exploitation that business practice to make profits which in turn
harm the well being of the consumer and society.
·
This right help
to educate the consumer on the right and responsibilities of being a consumer
and how to seek help or justice when faced exploitation as a consumer.
·
It teaches the consumer to make right choices
and know what is right and what is wrong.
FEATURES OF CONSUMER PROTECTION ACT
·
The Consumer Protection Act covers all public,
private and cooperative sectors.
·
This applies to
all the goods and services until and unless the Union government exempts it.
·
Provisions of
the Consumer Protection Act are compensatory in nature.
·
The right to
protect against the marketing of goods and services which are hazardous to life
and property
·
The right to consumer education.
·
The right to be heard and to be assured that
consumers interest will receive due consideration at appropriate forums.
RETAILING IN INDIA
·
Retailing in
India is one of the pillars of its economy and accounts for about 22 percent of
its GDP.
·
It employs about
40 million Indians accounting for 3.3 % of the population.
·
Indian retail industry has expended by 10.6%
between 2010 and 2012 and expected to grow at greater pace.
·
Food and Grocery
is the largest category within the retail sector with 60% share followed by
apparel -8% and Mobile and telecom – 6%.
TYPES OF RETAILING IN
INDIA
ORGANISED
·
Convenience
stores.
·
Supermarkets.
·
Departmental stores.
·
Malls.
UNORGANISED
·
Local corner shops.
·
Paan shops.
·
Hand cart and
pavement vendors.
RURAL MARKETING IN
INDIA
·
Large and scattered market.
·
Agriculture as
main source of income
·
Widely diverse
market
·
Rising literacy level.
·
changing life
style
PROBLEMS OF RURAL
MARKETING
·
Low literacy rate.
·
Low retail infrastructure.
·
Sale of fake and
spurious products.
·
Cost per contact.
·
Transportation
problems
REASONS FOR GROWTH OF SERVICE SECTOR
·
Economic affluence
·
Changing the role of women from tradition to
active partner in economic activities.
·
It revolution.
·
Economic liberalization
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