INDIAN CONSUMER MARKETING AND COPA -INTRODUCTION, FEATURES, RURAL- URBAN MARKETING AND RETAILING IN INDIA

 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 CONSUMERS

·         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