印度农村女性消费者

《印度农村女性消费者》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、MastersofRuralMarketsSeriesWomenConsumersinRuralIndia:WhoTheyReallyAre—andHowtoWinTheirBusinessWomenlivinginruralIndiahaveforlongbeenignoredbycompaniesseekingtocapitalizeongrowthopportunitiespresentedbyIndia’shinterlands.Theseconsumerstodayrepresentasubsta

2、ntialmarketforbrands,andignoringthemcouldcausecompaniestomissoutonasignificantopportunity.Why?ThebuyingpreferencesofIndia’sfemaleruralconsumersarechangingfast,andtheirdecision-makingpowerandindependenceisincreasing.Thesewomenareeagertopurchasebranded,high-

3、qualityproducts,usemobiledevicestostayintouchwithfamilyandfriendsandevenresearchbrands.Theyarenolongerwillingtoacceptinferiorproductssimplybecausesuchofferingscostlessthanhigher-qualityones.OurresearchonwomenconsumersinWedevelopedthisreporttoaddressIndiaun

4、coverssurprisingrealitiesaboutthisissue.ThefourthinourMastersofwhattheywantandwhy.TocaptureshareRuralMarketsseries,thereportdrawsofmindandwalletoftheseconsumers,onextensiveconversationswithawidecompaniesmusttreatthissegmentrangeoffemaleconsumersinIndia’sun

5、iquelyandofferruralIndianwomenahinterlands,macro-trendanalysisandtailor-madeproposition.Companieswilldiscussionswithbusinessleadersacrosshavetodifferentiatethemselvesclearlyanarrayofindustriestoilluminatethethroughproductsandservicestobuildaspirations,purc

6、hasingbehaviorandtrustandwinruralfemaleconsumers’“painpoints”offemaleruralconsumershearts.Today,weseeveryfewcompaniesinIndia.meetingtheseimperatives.2ContentsForeword4ExecutiveSummary61.GettingtoKnowIndia’sRuralWomenConsumers92.UncoveringNewRealitiesaboutI

7、ndia’sFemaleRuralConsumers133.BuildingTrustThroughoutRuralWomen’sPurchaseJourney164.ChartingaPathForward33ConsumerStories34Appendix363ForewordIntherecentpast,marketershaveOurextensiveresearchclearlyshowsthatrecognizedandactedonIndia’sruraltheruralwomancons

8、umer,muchlikeheropportunity.Earlymovershavebenefitedurbancounterpart,hasgrownincreasinglyfromtheinsightstheygatheredonruralindependentinherviews.Shemakesconsumers’behaviorandpreferences,awiderrangeofdecisions