Transcript MARKETING RESEARCH IN INDIA

MARKETING RESEARCH IN
INDIA
MARKETING RESEARCH IN
INDIA
 Despite increase in marketing research India,
there are some inherent constraints in its use.
Constraints in Using Marketing
Research in India
 Heterogeneity of the country with the vast
geographical area
 Non-availability of relevant secondary data.
 Firms believe that marketing research is too
expensive
 Relationship between the researcher and
management may also act as a constraint
 Firms think that it is not necessary
Outsourcing MR Activity
In this MR is going to have a major opportunity. It
has been estimated that the global MR industry is
likely to sponsor 10 to 15% of its business (abt $
20 billion) to markets like India.
Some foreign experts too say that Indian
researcher are good as their own.
At the same time as far as research costs
concerned, these are much less in India
compared to several advanced countries. As a
result, some companies have set up their offshore
research activity in India.
Serious Thinking on the
Present State of MR Industry
 How MR industry gradually emerging
from problem-focused to solutionfocused one.
 Why MR agencies lack leadership
today
 How to ensure that companies raise
their expenditure on MR.
 Discussion about the poor
remuneration for the MR agencies.
DEFICIENCES IN RESEARCH
ACTIVITIES IN INDIA
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Not satisfied with the quality of research
Poor field work
No permanent field staff
Structured questionnaires cannot used
Needed more basic research
Multiplicity of languages
Resort to small samples
Advertising agencies spend very little on
Marketing Research
 Non traditional sectors are neglected
ISSUES IN MARKETING RESEARCH
 Lack of transparency
 Seen as a separate activity
 Allocation of budget to marketing research
activity
 More confined to the urban market
 Not contextual familiarity with the projects
 No adequate attention to the study of
consumer behavior.
FUTURE OUTLOOK
 Liberalization of economic policies of the
Government
 Increase in competition
 Reduced dependence on agriculture by
rural areas
 Increased share of retail market
 Availability of qualified manpower and low
operational cost
 Urbanization of rural areas
THANKS