This entry was triggered by a session yesterday in the Marketing class on Innovative uses in the Rural Markets. On closer research, I did find some really surprising, yet interesting innovations that Rural India has been using –
Iodex is also used as a filling between sandwitches
Could this be attributed to lack of awareness or clever discoveries? I believe that in the case of Rural consumers, the former results in the latter.
According to another article in Strategic Marketing, since the consumers are not educated about the uses of products, they use the products incorrectly. So in some cases, villagers were found using shampoo for brushing teeth and toothpaste for washing hair. Providing such basic usage is imperative. However, it is just because the rural consumers do not close their minds and are constantly “learning by using”,(if I may call it) that sales of some of the FMCGs has multiplied, even though the usage may be unintended. It is in such cases that marketers can express concern over the trends, keep harping on education, yet just go to a corner and smile away – after all Sales sans Marketing and Advertising is every Marketer’s fantasy!