Exploring consumer psychograph and positioning opportunities in urban markets

Formulation of a thoughtful marketing strategy is of utmost importance for the success of any industrial venture. No matter which sector of our economy we talk about, a lot depends on the marketing strategies adopted. With the ever expanding movement of man, money and machinery the concept of markets has also changed. Today, markets are not geographically-bound; rather globalization has outstretched the horizons of markets both in vertical and horizontal domains. Though there has been an exponential increase in terms of the opportunities available, the fierce competition pooling from all around the globe has also increased. Focus and adoption of innovative techniques for production is necessary but in no ways sufficient. The undertaken research focuses on the analysis of consumer’s psychographic profile in Shimla district of Himachal Pradesh in resonance to the marketing strategies that are currently employed and can be adopted to yield better results to the rural producers. Asample of 100 respondents was selected randomly to map their psychographic profile and correlate various factors that influence their buying decision.