Impact of marketing innovation on purchassing trends of rural customer a case study of district Alirajpur (M.P.)

As a consequence of universal liberalization, globalization and privatization of the Indian economy, the innovation of marketing has taken birth. In order to capture a greater share of the market, newer techniques of marketing are being adopted by the marketers viz advertisement, quality v/s price, attractive packing and labeling, bargaining trends, credit and guarantee, complaint attitude, brand consciousness, after sales services etc. These innovation tendencies have proved to be successful. The impacts of these different techniques vary with regard to the urban and rural, rich and poor and literate and illiterate consumer. Alirajpur district of M.P. is dominated by the less literate poor rural tribal and the classical along with modern innovation techniques are prevalent among them hence it is of great importance to conduct a systematic study and analyze the effects of the above mentioned in such area in order to establish the guide lines for the innovation of the market along with the protection of the benefits of the consumer. Eight of the important trends of the innovating marketing have been studied. In two development blocks out of 6 in Alirajpur district based on a list of 36 questionnaires on the basis of random sampling and on the basis of the obtained data. The significance of the proposed hypothesis has been established statistically.

Among the tribal consumer so far as the quality v/s price is concerned the price factor is still in operation, secondly the impact of advertisement by various means is becoming significantly visible as 53% consumers were found influence by advertisement. Credit and guarantee along with weight and measurement tendencies have also been found effective in the behavior of the tribal and lastly it is very unfortunate establish that they have about neglible awareness to words the consumer protection Act.

The implication of the result of this study is bi-fold. Firstly it acts as a guideline to the companies in order to re-orient their marketing strategies in the tribal area for the development of their business and secondly it acts as a mirror to the government and various NGO's working in the field etc. to review their policies for the tribal development.