sweta madam rural marketing

7/31/2019 Sweta Madam Rural Marketing

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A

RESEARCH PROPOSAL

ON

STUDY ON RURAL MARKETING -WITH SPECIAL EMPHASIS

ON CUSTOMER PREFERENCE FOR HUL IN RURAL INDIA

SUBMITTED TO:LATE.SMT.SHARDABEN GHANSHYAMBHAI PATEL INSTITUTE OF

MANAGEMENT STUDIES. DHARMAJ.

AFFILIATED TO GUJARAT TECHNOLOGICAL UNIVERSITY.(BATCH: 2011-2013)

GUIDED BY: PREPARED BY:

Miss. Shweta Patel Bhavsar Nirmal M.

Enroll No:-117330592008


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ACKNOWLEDGEMENTS

It is a pleasure indeed to have this opportunity to release the feeling

of gratitude imprisoned in my heart to a number of helping hands who

not only helped me in shaping up this project work but making it a

successful one.

I am thankful to the Shweta Patel and Priyanka Madam whom I always

looked upon for inspiration in difficult times during the project work and

who provided me with a congenial and free working environment to

shape this project work.

I thank my friends, my Family members and my relatives for bearingme and supporting me throughout the research. They were the

source of inspiration whenever I needed. It was just because of their

divine love and support that made me work properly and complete my

objectives in a splendid manner.

Last but not the least my thanks to all my colleagues and the staff of

rural relation Khambhat & Anand for their inspiration and support.

Yours faithfully

Nirmal Bhavsar


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PREFACE

M.B.A. means Master of Business Administration is an intensive two

year full time master degree programme. The practical training at the

level of 4th semester of MBA is helpful to develop the student ability

and to get familiarize with the corporate environment. Theoretical

studies give enough back ground for career development but practical

training has equal contribution in the development of career. At this

stage we are realizing that EXPERIANCE IS THE BEST TEACHER is

a true wording. I feel great pleasure to submit my report on Student

Comprehensive Project conducted by Gujarat Technological

University, Ahmadabad and which is adopted by Late Smt.

Shardaben Ghanshyambhai Patel Institute of management

Studies, Dharmaj Practical training will also be helpful to us in future

to get jobs in reputed company to make our bright future programme.

Practical training related to the different areas like Financial

Management provide efficient knowledge about ratio analysis, working

capital structure, leverage analysis, cost of capital etc. Human

Recourse Management provide knowledge about how to recruitment,

selection, training and development, motivate people etc. Marketing

Management provide knowledge about how to launch, advertising of

our product in the market, customer relationship management,

personnel selling, direct marketing etc..


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EXECUTIVE SUMMARY

The main objective of theproject is to get the full knowledge of

the products ofthe HUL and what are they doing to get

the customer loyalty, to maintain their market. This is

also to find the preferences of customer and there

market knowledge and product information, informationabout the presence of the rival of HUL and all the other


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options they have in the market. What are t h e

techniques they adopt to know about the preferences

and changingneeds of the customer?

HUL are also looking to tap the market in rural sector, sothey also taking into consideration the needs and wants

of thepeople there. They are also studyingthe consumption

habits of the rural people. Like most of them are daily

wage earners or small peasants, so they are studying

the buying patterns of t h em also.

In country like India, where the 70% of the people live in rural area, the

rural market holds a lot of marketing potential. There is a wide spread

difference in the standard of living between urban and rural India. In

order to launch products and develop advertising for rural market there

is a need to understand both the rural context and also the consumer

very well. Promotion of brands in rural markets requires the special

measures. Due to the social and backward condition the personal

selling efforts have a challenging role to play in this regard. The word

of mouth is an important message carrier in rural areas. Infect the

opinion leaders are the most influencing part of promotion strategy of

rural promotion efforts. The experience of agricultural input industry

can act as a guideline for the marketing efforts of consumer durable

and non-durable companies. Relevance of Mass Media is also avery important factor. The strong Indian brands have strong brand

equity, consumer demand-pull and efficient and dedicated dealer

network which have been created over a period of time. The rural

market has a grip of strong country shops, which affect the sale of

various products in rural market. The companies are trying to trigger

growth in rural areas. They are identifying the fact that rural people are

now in the better position with disposable income. The low rate finance

availability has also increased the affordability of purchasing the

costly products by the rural people. Marketer should understand the

price sensitivity of a consumer in a rural area. This research paper

will be therefore an attempt to study the brandpromotion in the ruralmarket and the overall potential of the rural market. Branding

correlates with Image Building in an organization vis--vis its products

produced/services rendered. In the vicinity of today's Marketing

scenario along with advancement in technology, Brand Management is

the order of the day. In the process of branding, the aspect of brand

activation at ATL (above the level) and BTL (below the level) makes a

vital contribution for the marketing journey. To attain a safe platform in

Brand activation, the Marketing Managers pay attention and focus in adiligent manner on the value based credentials of the users in the


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Marketing arena. A full- fledged dedicated team with multi focused

thoughts only can do the needful for the successful brand

management. Good branding strikes a chord with viewers help them

relate with the product and reflect their aspirations. The studies

suggest that there has been extra-ordinary growth in this sector andthe trend is likely to continue over a period of time as the market is in

the very initial stages of the life cycle.


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Sr. No Topics Page No

Abstract


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In country like India, where the 70% of the people live in rural area, the

rural market holds a lot of marketing potential. There is a wide spread

difference in the standard of living between urban and rural India. In

order to launch products and develop advertising for rural market there

is a need to understand both the rural context and also the consumervery well. Promotion of brands in rural markets requires the special

measures. Due to the social and backward condition the personal

selling efforts have a challenging role to play in this regard. The word

of mouth is an important message carrier in rural areas. Infect the

opinion leaders are the most influencing part of promotion strategy of

rural promotion efforts. The experience of agricultural input industry

can act as a guideline for the marketing efforts of consumer durable

and non-durable companies. Relevance of Mass Media is also a

very important factor.

Rural markets are an important and growing market for most products

and services including telecom. The characteristics of the market in

terms of low and spread out population and limited purchasing power

make it a difficult market to capture. The Bottom of the pyramid

marketing strategies and the 4 A's model of Availability, Affordability,

Acceptability and Awareness provide us with a means of developing

appropriate strategies to tackle the marketing issues for marketing ,

services in rural areas. Successful cases like the Grameen Phone in

Bangladesh and Smart Communications Inc in Philippines alsoprovide us with some guidelines to tackling the issue.


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Chapter -1

Introduction

India s way is not Europe s. India is not Calcutta and Bombay.

India lives in her seven hundred thousand


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villages.....................Mahatma Gandhi, 1926

Marketing in developing countries like India have often been

borrowed from the western world. Concepts like Brand identity, Customer

relationship management, 4 Ps of the marketing mix, Consumer behaviorprocess; Segmentation, targeting and positioning etc. have often been lifted

straight from the marketing intelligentsia abroad and adopted in Indian

conditions, often with minimal success. Reason lies not in the fault of such

concepts, but their integration with the Indian ethos and culture.

Rural market

India lives in her villages .As described by Adi Godrej, Chairman , Godrej Group The rural

consumers is discerning and the rural market is vibrant . At the current of

growth , it will soon outstrip the urban market. The rural market is no longer

sleeping but we are .

Before gamboling into issues like where the Indian rural market stands

and the opportunities for corporates to explore there... let's look at the

definition of urban and rural India. The Census defined urban India as - "All the

places that fall within the administrative limits of a municipal corporation,

municipality, cantonment board etc or have a population of at least 5,000 andhave at least 75 per cent male working population in outside the primary sector

and have a population density of at least 400 per square kilometer. Rural India,

on the other hand, comprises all places that are not urban!"


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In our country over 70%of the total population live in villages. There are states

like U.P, M.P, Bihar, Rajasthan and Orissa where rural population varies from 8

to 9 percent. Agriculture and agriculture related activities contribute to about

75%of the income in rural areas. The general impression is that the rural

markets have potential only for agricultural inputs like seeds, fertilizers and

pesticides, cattle feed and agricultural machinery. More than 50%of the

national income is generated in rural India and there are opportunities to market

modern goods and services in rural areas and also market agricultural products

in urban areas. Infact it has been estimated that the rural markets are growing

at fives times the rate of urban markets. About 70% of bicycles, mechanical

watches and radios and about 60%of batteries, sewing machine and table fans

are sold in rural India. At the same time the sales of color television, washing

machines, refrigerators, shampoos, face cream, mosquito repellent and tooth

paste are very low and there is tremendous potential for such products in ruralmarkets.


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Rural market for FMCG on upswing - By Business Standard

Ruchita Saxena / Mumbai December 27, 2007

Fast moving consumer goods (FMCG) companies can rejoice as the

Rs 27,369 crore rural market in the country registered a growth rate of

17 per cent in the first ten months this year. About 34 per cent of the

off take for FMCG products came from rural areas. FMCG

companies are trying to tap the rural market with more vigor, given the

fact that nearly 70 per cent of the countrys population lives in villages.

The estimated number of households that are using FMCG products in

rural India have grown from 13.6 crore in 2004 to 14.3 crore in 2007.This growth was achieved on an average year- on-year growth of 1.8

per cent in the number of households, which use at least one FMCG

product.

For some FMCG categories, the penetration levels have remained

stagnant over the past three years. In others, the growth has been

faster.

A study by market research firm IMRB International shows that

while the monthly consumption categories comprising detergents andtoilet soaps have remained largely stagnant with a 92 per cent

penetration, categories such as liquid shampoos have grown from

68 per cent in 2004 to 83 per cent in 2007. Moving to higher-value

products seems to have happened across categories, from

toothpowder to toothpaste or from unbranded to branded products.


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HULs association with rural India

Mr Manwani spoke about the importance of rural India for Hindustan

Unilever. More than 40% of our products are consumed in the fast

growing markets of rural India. We have been pioneers in developing

rural markets through affordable brands and an unparalleled

distribution reach, he said.

Mr Manwani spoke about how HUL is bringing alive the spirit of the

Unilever Sustainable Living Plan to holistically contribute to the social,

economic and environmental agenda with a significant impact on rural

India. He spoke about how the company was working with small holder

tomato farmers in Karnataka, Punjab and Maharashtra to help them

adopt sustainable agricultural practices. We have initiated work to

encourage the adoption of sustainable farming practices by our

suppliers of tea, fruits and other vegetables both for India and other

Unilever markets, he said.

Referring to Project Shakti, Mr Manwani spoke about how it created

income generating opportunities for 45,000 rural impoverished women

and has also helped to increase the rural distribution of the Company.Project Shakti is an excellent example of doing well by doing good,

he said.

Speaking about Pureit, Mr Manwani referred to the launch of Pureit

sachet and how it would help in a big way to make safe drinking water

accessible & affordable to millions of consumers in India.


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HUL Product line and its Segmentation in rural

market

Product line

Brands

HUL is the market leader in Indian consumer products with presence in

over 20 consumer categories such as soaps, tea, detergents and

shampoos amongst others with over 700 million Indian consumers

using its products. Seventeen of HULs brands featured in the

ACNielsen Brand Equity list of 100 Most Trusted Brands Annual

Survey (2011). The company also happens to have the highest number

of brands in this list, with six brands featuring in the top 15 list.

The company has a distribution channel of 6.3 million outlets and owns

35 major Indian brands. Its brands include:

Food brands:

Annapurna salt and atta

Bru coffee

Brooke Bond(3 Roses, Taj Mahal, Taaza, Red Label) tea

Kissan squashes,ketchups, juices and jams

Liptontea

Knorrsoups & meal makers and soupy noodles

Kwality Wall'sfrozen dessert

Modern Bread, ready to eat chapattis and other bakery items

Home Care Brands

ActiveWheel detergent

CifCream Cleaner

Comfortfabric softeners

Domexdisinfectant/toilet cleaner

Rindetergents and bleach Sunlight detergent and colour care
http://en.wikipedia.org/wiki/ACNielsenhttp://en.wikipedia.org/wiki/ACNielsenhttp://en.wikipedia.org/wiki/Brooke_Bondhttp://en.wikipedia.org/wiki/Brooke_Bondhttp://en.wikipedia.org/wiki/Liptonhttp://en.wikipedia.org/wiki/Liptonhttp://en.wikipedia.org/wiki/Knorr_(brand)http://en.wikipedia.org/wiki/Knorr_(brand)http://en.wikipedia.org/wiki/Kwality_Wall%27shttp://en.wikipedia.org/wiki/Kwality_Wall%27shttp://en.wikipedia.org/wiki/Modern_Food_Industries_(India)_Ltdhttp://en.wikipedia.org/wiki/Modern_Food_Industries_(India)_Ltdhttp://en.wikipedia.org/wiki/Wheel_(detergent)http://en.wikipedia.org/wiki/Cifhttp://en.wikipedia.org/wiki/Cifhttp://en.wikipedia.org/wiki/Comfort_(fabric_softener)http://en.wikipedia.org/wiki/Comfort_(fabric_softener)http://en.wikipedia.org/w/index.php?title=Domex&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Domex&action=edit&redlink=1http://en.wikipedia.org/wiki/Surf_(detergent)http://en.wikipedia.org/wiki/Surf_(detergent)http://en.wikipedia.org/wiki/Surf_(detergent)http://en.wikipedia.org/w/index.php?title=Domex&action=edit&redlink=1http://en.wikipedia.org/wiki/Comfort_(fabric_softener)http://en.wikipedia.org/wiki/Cifhttp://en.wikipedia.org/wiki/Wheel_(detergent)http://en.wikipedia.org/wiki/Modern_Food_Industries_(India)_Ltdhttp://en.wikipedia.org/wiki/Kwality_Wall%27shttp://en.wikipedia.org/wiki/Knorr_(brand)http://en.wikipedia.org/wiki/Liptonhttp://en.wikipedia.org/wiki/Brooke_Bondhttp://en.wikipedia.org/wiki/ACNielsen


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Surf Excel detergent and gentle wash

Vimdishwash

Magic Water Saver

Personal Care Brands

Aviance Beauty Solutions

Axedeodorant and aftershaving lotion and soap

LEVER Ayush Therapy ayurvedic health care and personal care

products Breeze beauty soap

Clear anti-dandruff hair products

Clinic Plus shampoo and oil

Close Uptoothpaste

Dovebar & skin cleansing, hair care range,lotions & Creams and anti-

perspirant deodorants

Denim shaving products

Fair & Lovely - fairness products

Hamam Lakmbeauty products and salons

Lifebuoy soaps and handwash range

Liril2000 soap

Luxsoap, body wash and deodorant

Pearssoap

Pepsodenttoothpaste

Pond'stalcs and creams

Rexonasoap

Sunsilk shampoo

Sure anti-perspirant

Vaseline petroleum jelly, skin care lotions

Water Purifier Brand:

Pureit Water Purifier
http://en.wikipedia.org/wiki/Surf_Excelhttp://en.wikipedia.org/wiki/Vim_(cleaning_product)http://en.wikipedia.org/wiki/Vim_(cleaning_product)http://en.wikipedia.org/wiki/Lynx_(grooming_product)http://en.wikipedia.org/wiki/Lynx_(grooming_product)http://en.wikipedia.org/wiki/Ayurvedichttp://en.wikipedia.org/wiki/Ayurvedichttp://en.wikipedia.org/wiki/Close-Up_(toothpaste)http://en.wikipedia.org/wiki/Close-Up_(toothpaste)http://en.wikipedia.org/wiki/Dove_(toiletries)http://en.wikipedia.org/wiki/Dove_(toiletries)http://en.wikipedia.org/wiki/Hamam_(soap)http://en.wikipedia.org/wiki/Lakme_cosmeticshttp://en.wikipedia.org/wiki/Lakme_cosmeticshttp://en.wikipedia.org/wiki/Lifebuoy_(soap)http://en.wikipedia.org/wiki/Lirilhttp://en.wikipedia.org/wiki/Lirilhttp://en.wikipedia.org/wiki/Lux_(soap)http://en.wikipedia.org/wiki/Lux_(soap)http://en.wikipedia.org/wiki/Pears_soaphttp://en.wikipedia.org/wiki/Pears_soaphttp://en.wikipedia.org/wiki/Pepsodenthttp://en.wikipedia.org/wiki/Pepsodenthttp://en.wikipedia.org/wiki/Pond%27s_Creamshttp://en.wikipedia.org/wiki/Pond%27s_Creamshttp://en.wikipedia.org/wiki/Rexonahttp://en.wikipedia.org/wiki/Rexonahttp://en.wikipedia.org/wiki/Sunsilkhttp://en.wikipedia.org/wiki/Vaselinehttp://en.wikipedia.org/wiki/Vaselinehttp://en.wikipedia.org/wiki/Sunsilkhttp://en.wikipedia.org/wiki/Rexonahttp://en.wikipedia.org/wiki/Pond%27s_Creamshttp://en.wikipedia.org/wiki/Pepsodenthttp://en.wikipedia.org/wiki/Pears_soaphttp://en.wikipedia.org/wiki/Lux_(soap)http://en.wikipedia.org/wiki/Lirilhttp://en.wikipedia.org/wiki/Lifebuoy_(soap)http://en.wikipedia.org/wiki/Lakme_cosmeticshttp://en.wikipedia.org/wiki/Hamam_(soap)http://en.wikipedia.org/wiki/Dove_(toiletries)http://en.wikipedia.org/wiki/Close-Up_(toothpaste)http://en.wikipedia.org/wiki/Ayurvedichttp://en.wikipedia.org/wiki/Lynx_(grooming_product)http://en.wikipedia.org/wiki/Vim_(cleaning_product)http://en.wikipedia.org/wiki/Surf_Excel


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The latest launches for Hindustan Unilever include:

Axe soap bar, air and Lovely advanced multi vitamin,Pepsodent Expert

protection range, Pepsodent Mouthwashes, Vaseline moisture therapy

Heel Cream, Lakme Perfect Radiance range, Kissan sweet and spicy

ketchup, New Vanilla Supreme from Kwality Walls, Kwality Walls

Selection Range and Pureit Advanced with Double Protection.

Segmentation Of HUL

HUL is the largest FMCG company. HULs products are now in 2

hands out of 3 hands of India.

The customer of HUL products is every one. Starting with child, youth

to old age as well.

Women are fond of the product of HUL. All product are available for

womens needs & desires

So, HUL is targeting as a whole for its product.


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Literature Review


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Review of Literature

Rural market is one of the best opportunities for the FMCG sector. In some

sense we can say that rural market is future of FMCG.

1.Basu Purba (2004),suggested that the lifestyle of rural consumers is changing.

Rural Indian market and the marketing strategy have become the latest

marketing buzzword for most of the FMCG majors. She added the strategies of

different FMCG companies for capturing rural market like Titan s Sonata watches,

Coco Cola s 200mlbottle, different strategies of HUL and Marico etc. She takes

into consideration the study of National Council for Applied Economic Research

(NCAER).According to the NCAER projections, the number of middle and high-

income households in rural area is expected to grow from 140 million to 190

million by 2007.In urban India, the same is expected to grow from 65 million to

79 million. Thus, the absolute size of rural India is expected to be double that of

urban India.

2.Tognatta Pradeep (2003),suggested that ,the economic growth in India's

agricultural sector in last year was over 10%,compared with 8.5%in the industrialsector. This implies a huge market potentiality for the marketer to meet up

increasing demand. Factors such as village psyche, strong distribution network

and market awareness are few prerequisites for making a dent in the rural

markets. The model is of the stolid Anglo-Dutch conglomerate Unilever Group,

which has enjoyed a century-long presence in India through its subsidiary

Hindustan Lever Ltd. It was Hindustan Lever that several years ago popularized

the idea of selling its products in tiny packages. Its sachets of detergent and

shampoo are in great demand in Indian villages. Britannia with its low priced

Tiger brand biscuits has become some of the success story in rural marketing.


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3. Dr. N. Rajendhiran(MBA, PhD)/ Mr. S. Saiganesh(MBA,

MA,M.Phil)/ Ms. P. Asha (MBA)

Prime Minister Dr. Manmohan Singh recently talked about his vision for ruralIndia:

"My vision of rural India is of a modern agrarian, industrial and services

economy co- existing side by side, where people can live in well-equipped

villages and commute easily to work, be it on the farm or in the non-farm

economy. There is much that modern science and technology can do to

realise this vision. Rural incomes have to be increased. Rural infrastructure

has to be improved. Rural health and education needs have to be met.

Employment opportunities have to be created in rural areas."

'Go rural' is the slogan of marketing gurus after analyzing the socio-

economic changes in villages. The Rural population is nearly three

times the urban, so that Rural consumers have become the prime

target market for consumer durable and non-durable products, food,

construction, electrical, electronics, automobiles, banks, insurance

companies and other sectors besides hundred per cent of agri-input

products such as seeds, fertilizers, pesticides and farm machinery. The

Indian rural market today accounts for only about Rs 8 billion of the total ad pie

of Rs 120 billion, thus claiming 6.6 per cent of the total share. So clearly thereseems to be a long way ahead. Although a lot is spoken about the immense

potential of the unexplored rural market, advertisers and companies find it

easier to vie for a share the already dividend urban pie.


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RESEARCH PROBLEM AND ITS

BACKGROUND


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RESEARCH PROBLEM

HUL is facing the problem rather challenges from

Large number of players in the market tinuous changes in the taste and preferences of the customers

such problems were identified as Research Problems and the objective

statement was formed on its basis.

The research problem is that of study of rural market with specialemphasis on Customer preference for HUL in rural India through Rural

relation. And understanding the process of rural marketing and the

underlying problems within and measures taken thereof.

Research to find out following

Acceptability among the customers motional analysisRural relation is an organization which is working in rural market forvarious companies. Who helps them for provide information about

product with helps of market research? and helps in companies as end

to end users for establish in rural market.

Rural relation worked on project for leading companies like ICICI

prudential, HLL, Rasana, and hutch. Rural relation building

relationships in rural India with key influencers.


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Statistical Glance

A glance at the following statistics will help to get a fair idea of the

consumers in Rural India:

1. 46 percent of soft drinks.

2. 49 percent of motorcycles.

3. 59 percent of cigarettes.

4. 18 million TV Sets.

5. 50 percent of 2 million BSNL mobile connections.

6. 53 percent of FMCG products.

7. 59 percent of consumer durables are sold in rural India.

Rural markets, as part of any economy, have untapped potential.

There are several difficulties confronting the effort to fully explore rural

markets. The concept of rural markets in India, as also in several other

countries, like China, is still in evolving shape, and the sector poses a

variety of challenges, including understanding the dynamics of the

rural markets and strategies to supply and satisfy the rural

consumers.

Myth-1: Indian rural market is a homogeneous mass.

Reality- its a heterogeneous mass. Various tires are present

depending on the income like big land lords, Traders small farmers:

labor artisans. People belonging to deferent social classes stay in

concentric area. So the available product suffice the consumption

for everyone.


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Myth-2: disposable income is low.

Reality- number of middle class HHs people(annual income Rs

50,000-2,50,000)for rural sector is 27000000 compared to urban sector

29400000.Rural income CAGR was10.95% compared to 10.74%in

urban India between 1970-71 and 1993-94, the disposable income is

slightly higher in rural market.

Myth-3: Individual decides about the purchases.

Reality- decision making process is collective. Purchase process-

influencer decider and buyer. One who can pay all its different.

Marketers must address brand message at all levels. Rural youth bring

brand knowledge to Households (HH). Basic awareness about the

product brand has to be there in market. This can be done by putting

small advertising sheets at the mandis and where the regular mass

meets regularly.


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Research

Methodology


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Primary data & Secondary data

Primary data has been collected through personal contact. For this

purpose both Questionnaire and one-on-one interview was

considered with the consumers, shop Owners, distributors & suppliers

of the company.

Secondary data has collected from magazines, newspaper,

company literature and Websites.


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OBJECTIVES


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PRIMARY OBJECTIVE

Customer preference and brand relationship for FMCG product

(HUL) in rural India. And make people more brand loyal.

1) To analyze the present promotion strategy of rural brands(HUL)

in rural markets. a. To study the modes of communications used

and their effectiveness.

b. To find out the role of promotion in rural sales.

c. To find out the promotional strategies of different players in the

market.

2)To measure the success of rural marketing campaign of the

brands(HUL)interms of consumer appreciation.

a. To study the determinants of specification factors which decide

the success of rural promotional strategy?

3) To evaluate the effects of adopting the specific brand ambassadors

in the rural marketing context.

4) To analyze the market opportunity and potential for existing and

newentrants in the rural market.

a. To find the growth of rural market over a period of 5 yrs. b. To find

the behavioral changes in the rural consumers.

.


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The main objective of this project is to find, what are the steps

Hindustan Unilever Ltd. is adapting to be market leader and to

differentiate itself from its competitors.

What is the steps company is utilizing to find current trend in the

market?

Most of the product of HUL comes in the category of convenience

products. They are frequently used and bought by the customers.

There is large no. of players in the market, who are supplying similar

product to the customers. Now, customers have become smart,

they have great knowledge of market, product and suppliers. So, they

are looking for the product which is providing something extra. HULhas a wide range of product in FMCG sector, covering almost every

needs and wants of the customers. It has products for child, young &

adult, male & female, etc. So it has to differentiate its products taking

into account the needs and demands of all the sectors of the society.

Not, only product but it has to look upon the services and feedback

from customers also. It should do something to give after sales service

and collect feedback from the Customers. The basic objective of this

project is as mentioned above to find ways so that HUL remain

market leader by considering all the needs & wants and fulfilling their

demand.


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A) Research Design:Research design of this study is Descriptive and Analytical .

B) Research Tools: Questionnaire:

From the above theories and preference of consumer towards brand

of HUL in rural areas and the perception towards brand of HUL, as per

requirement I will develop questionnaire that contain different

questions for checking out behavior aspect of consumer in rural areas .

C) Sampling Plan:

Target Sample:The person who is user of HUL product or Like to have an HUL brand

product is target sample.

Sampling Size:

Here I take the sample size of 100 investors who do the

transaction in share market.

Sampling Techiqunies:The sampling techiqunies of this study is Random Sampling.

sweta madam rural marketing

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