Professional Documents
Culture Documents
CORE ISSUES
SECONDARY ISSUES
Income in rural India grew 11% per annum in 5 years but this
growth is widely distributed among different segments of different
states.
Despite the rising affordability, the pattern of penetration of
consumer durable varies distinctively in rural India.
Due to poor access to electricity, roads, infrastructure etc , demand
is lost.
Purchasing power remains low as expenses are yearlong but income
is limited for a period of time only
Cultural barriers exits within the same state itself and few states of
Maharashtra are more prosperous than others.
The consumers wanted value for money
Problem was to convince household people because they wanted
value for their money
Rural consumers were unaware of the benefits of refrigeration of
food items
Marketing of a product in rural areas was very difficult due to
diversity and different media.
Chotu Kool had a big threat of substitutes (ice boxes and Mitti cool)