Informatics Publishing Limited

C. Vijayabanu ¹, C. Therasa ¹, V. Vijay Anand ¹, B. Elancheliyan ¹, R. Yegneshwar ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur – 613401, Tamil Nadu, IN

Abstract

Background/Objectives: This study reveals the propensity of rural customers towards various retail formats during the purchase of both durables and non-durables. Capturing the behavior pattern of rural customers will shed us light as there is a vast change in the buying behavior of rural consumers. As a result, retail giants have developed many strategies to create huge market space and they have realized that all the rural consumers do not have common buying behavior. Hence this study is very much necessary to find out the perception of rural customers during the purchase of both durable and non-durable products with respect to various retail format shops. Methods/Analysis: Mean and standard deviation was calculated and the difference between the population groups as samples was found out using ANOVA. Findings: The results of the study confirmed that rural consumers prefer to go to nearby Kirana shops (mean = 3.19), weekly markets (3.1717) followed by street hawkers (3.1196). For purchasing durables they prefer to go to retail outlets and for non-durables they preferred weekly markets and retail outlets. Applications/Improvements: The managerial implications of the present study will thus help retailers to frame effective marketing strategies to face the competition.

Keywords

Durable Goods, Non-Durable Goods and Preferences, Rural Customers.

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J. Sethuraman ¹, C. Vijayabanu ¹, C. Therasa ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur - 613401, Tamil Nadu, IN

Abstract

Background/Objectives: The expansion of banking channels from branch to off-site formats have ushered in changes in the banking habits of customers across geographies. The expansion of the channels by banks were mainly intended as experience enhancement tools in addition to migrating the customers and reduce the operational costs through brick and mortar format. But whether the improvements in the channel paradigm have reached the urban, semi urban and rural banking customer is a big question and the study is intended to bring out the channel usage matrix of customers across banks and across geographies and the impact of these channels on the last mile customers having accounts across banks. Methods/Analysis: The study analyzed the awareness and usage pattern of ATM, Internet and Mobile Banking among 200 bank customers through a structured questionnaire. The collected data was analyzed using SPSS. The gap between the awareness and usage level was found out. In addition to that, correlation and regression analysis were also carried out. Findings: The results of the study confirmed that whether the channel offerings by banks are really reaching customers across rural, semi urban and urban bank customers and translate into usage more than the awareness. Applications/Improvements: The implications for banks will be two fold. It will help banks to know the awareness level of their digital channels among their customers. It will also enable them to undertake research on the usage level of their channels across customer segments and retune their strategies for maximum penetration as well as usage.

Keywords

Alternate Channels, ATM, Awareness, Bank Accounts, Bank Branches, Channels, Digital Strategies, Gap, Internet Banking, Mobile Banking, Usage.

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C. Therasa ¹, C. Vijayabanu ¹, V. Vijayanand ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur – 613401, Tamil Nadu, IN

Abstract

Background/Objectives: Brand image is a powerful asset which can be easily reached with the customer through an advertisement medium. A well recognized and trusted brand identity makes the product to reach the customer’s heart long lasting. This brand identity conjures up pictures in the psyches of the customer. The Brand image is an amalgamation of the individual’s experience based on internal and external sources. even though advertisements play a lead role in creating and re-regulating the brand image, personal experience and the persuasion of the customers may shift the customer’s mindset. Thus, it is very much vital to analyze the impact of advertisements and its role in creating a Brand image through the perception of rural customers. Methods/Statistical Tools: Based on the first objective, it is observed that the mean score of “Effect/impact of advertising can change as the brand grows older” is high (3.30) among rural customers. Factor analysis is then applied to reduce the factors and how it impacts brand image. Findings: The major factors extracted are Ads exposure, Quality Products, Purchase frequency, Product comparison, Brand image. The impact of advertisement on Brand image was found by using regression analysis and a proposed model for the study was constructed. Application/ Improvements: The current study analyzes the factors regarding the influence of advertisements among rural consumers which paves way to formulate various promotion strategies by the marketers.

Keywords

Advertisements, Brand Image, Exposure, Factor Analysis, Multiple Linear Regression, Product Comparison, Purchase Frequency.

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C. Vijayabanu ¹, R. Renganathan ¹, V. Srinivasakumar ¹, C. Therasa ¹, K. Bhuwnesh Skanth ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur - 613401, Tamil Nadu, IN

Abstract

Objectives: The current study focuses on the brand preferences of rural consumers towards FMCG goods. The Fast Moving Consumer Goods (FMCG) sector is an essential element of human life. All the FMCG companies are penetrating towards rural markets in India, because of the lifestyle and purchase behavior of Indian rural customers are predominant and changing. The market share of FMCG is influenced by the middle and lower income group of people. The current study focuses on the brand preferences of rural consumers towards FMCG goods. Methods/Analysis: The data have been collected with the help of structured questionnaires from 200 rural customers. The simple random sampling method was followed by the researcher and the data was collected from Papanasam, Budalur, Orattanadu, Reddipalayam and Thiruvaiaru. The two hundred data collected from rural customers of Thanjavur have been analyzed by using SPSS software. Descriptive statistics, factor analysis and regression analysis were carried out. Findings: The major findings are out of the six factors of brand preference – Relationship, Consistent, Usage, Availability, Reliable, Efficiency, Value towards purchase intention of rural customers towards FMCG goods explained in the model, Reliable (B = 14.6%), Value (B = 27.2%) are statistically significant in predicting the purchase Intention. Applications/Improvements: The current study analyzes the factors influencing the purchase intention of the rural consumers from the perspective of branding which helps the marketers in formulating various promoting strategies.

Keywords

Brand Preferences, Market, Purchase Intention, Regression Rural Consumers, Strategies.

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C. Vijayabanu ¹, C. Therasa ¹, M. Naveen Sharma ¹, S. Saigeetha ¹, M. Pratheesha ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur - 613401, Tamil Nadu, IN

Abstract

Objective: The purpose of this research work is to examine the significant difference between the saving pattern and spending pattern of the Petti shopkeepers in rural areas of Thiruvallur district in India, to know the demographic characteristics of them and to examine how much they are willing to control on their spending. Methods/Analysis: We found that a survey method will be the right one to do this research work to make regional comparisons. To capture data on various parameters a questionnaire was prepared. Financial flows are associated with using the questionnaire basis.In saving and spending patterns of the rural people, mainly the Petti shop keepers chosen as our respondent. A questionnaire was collected from 50 Petti shop keepers. Findings: Most of the pettishopkeepers are male when compared to the female pettishopkeepers. The income is mostly between Rs.20000-30000. The majority of the people prefers cash as their saving pattern. Their savings is about Rs.6000-9000 which is nearly one third of their income. Most of their savings are converted into investment in their business and prefers home appliances as their spending. From their viewpoint, home appliances are the necessity goods and other items are considered to be luxurious goods. They show their interest in expanding their business instead of spending on other items. Because it is very vital for improving their standard of living. Applications/Improvements: The study will be an eye opener for the economist, government officials and social activist in enhancing the welfare measures of Petti shopkeepers in Thiruvallur district.

Keywords

Correlation, Income, Petti shop keepers, Saving, Spending.

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