International Journals of Marketing and Technology
Year : 2011, Volume : 1, Issue : 2
First page : ( 29) Last page : ( 41)
Online ISSN : 2248-1058.

A transition from powder to paste - A case study on Dabur Lal Dant Manjan

Ms. Mohanty Sangeeta

Assistant Professor, Academy of Business Administration, Industrial Estate (S1/25) Angaragadia, Balasore, Orissa

Online published on 27 June, 2013.

Abstract

Rural marketing has become the latest marketing mantra of most FMCG. The growing Indian population, particularly the rural segments, creates an opportunity for the companies to convert consumers to branded products. Rural India has a large consuming class with 41 per cent of India's middle-class and 58 per cent of the total disposable income. There is a cutthroat competition in urban markets, with a wide variety of choices of products. It's becoming difficult for existing companies to maintain their markets shares in urban markets. So, the new companies find the rural market for the good opportunities to invest. Efforts are to be made now to understand the attitude of the rural consumers and to walk with their pace.

This paper is an attempt to study the consumers’ attitude towards the Dabur lal Dant Manjan usage pattern in the rural area nearer to Balasore town, Orissa. The Participants were chosen randomly from the selected village. Of 150 Dabur lal dant manjan users’ approached, 120 agreed to participate in the survey but the data have been collected from 100 respondents only.

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Keywords

powder, paste, Dabur, Dant Manjan.

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