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Accenture’s 2015 Masters of Rural Markets research series debunks several assumptions that companies make about rural consumers. “To gain wallet share in India’s rural market, executives need to grasp the nuances of the purchase journey,” says the report, which surveyed over 2,800 consumers in 320 villages and 32 census towns in eight states. It provides milestones, or what it calls “trustpoints”, to help companies chart their journey into the hinterland: identify their consumers and ensure the brand communication is simple, customised and entertaining; a marketing mix specific to product and geography, leveraging non-traditional media and mobile marketing; offer expert advice and differentiate through services; and address product problems at the earliest for positive word-of-mouth publicity. In short, connect with the consumers both physically and “mentally”.
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