consumer behaviour in rural market

CONSUMER BEHAVIOUR IN RURAL MARKET ISSUES AND CHALLENGES IN CHURACHANDPUR DISTRICT, MANIPUR

Partakson Romun Chiru has been a teacher of Marketing, Finance, and Accounting for the last 7 years in the Colleges and University. He has a broad range of academic interests, particularly in the social science, and the Accounting and Finance remain his first love. Post graduated from Manipur University, M.Phil degree awarded from Assam University, Silchar and pursuing Ph.D. from Manipur University and he is still working on PGDFM (IGNOU), Shillong. He has presented several papers at various national and international seminars and conferences. So far he has 16 published articles in many reputed Indian journals, and also coauthors of the book “The Golden Treasures of Chiru” and this book is the second fruit. He cleared UGC-NET, SLET examination. He currently lives in Aizawl, Mizoram and works as a faculty in the Management Department, Mizoram University, Mizoram.

CONSUMER BEHAVIOUR IN RURAL MARKET ISSUES AND CHALLENGES IN CHURACHANDPUR DISTRICT, MANIPUR

Partakson Romun Chiru. M.com, M.Phil, PhD (working) Faculty, Management Department, Mizoram University

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‘ Consumer Behaviour in Rural Market © Reserved First Published 2018 ISBN 978-81-8370-536-3

All rights reserved. Including the right to translate or to reproduce this book or parts thereof except for brief quotations in critical reviews.

[The responsibility for the facts stated, conclusions reached etc. is entirely of the Author. The publisher is not responsible for them, whatsoever.]

PRINTED IN INDIA Published by M.P. Misra for Akansha Publishing House, New Delhi.

Dedicated to My Grandfather (Late, Shri Rengthoichon Romun Chiru) & Grandmother (Late Mrs Thamen Romun Chiru)

Contents Foreword Acknowledgement Preface List of Tables

xi xiii xv xvii

1. Nature and Significance of Consumers’ Behaviour 1 Consumers Behaviour- Meaning and Definition, The Discipline of Consumer Behaviour; Consumer Involvement; Reasons for Consumer Involvement; Individual Factors; Product Factors; Situational Factors; Customer Value, Satisfaction, and Retention; Consumer Behaviour and Decision Making are Interdisciplinary; A Simplified Model of Consumer Decision Making; Step in Decision Making; Types of Buying Behaviour; Consumer Behaviour and Marketing Implication; Consumer Behaviour and Marketing Strategies; Consumer Behaviour and Market Segmentation; Consumer Behaviour and Product Positioning; Consumer Behaviour and Marketing Research; Consumer Behaviour and Non-Profit and Societal Marketing; Consumer Behaviour and Government Decision Making; Consumer Behaviour Models.



2. Socio-Economic Demographic (SED) of Churachandpur District

Introduction; Reclamation the Marshlands of Churachandpur; Westward Expansion: Songpi

22

(viii) (Old Churachandpur); The Northern and Southern Frontiers; Khuga Dam: Artificial fresh water lake; Churachandpur District Socio-Economic Prospects; Agriculture and Horticulture development; Veterinary & Animal Husbandr; Electricity; Industry and Allied Activities; Road, Transport, and Communication; Climatic Condition; Location of the Town; The People.



3. Consumer Profile of Manipur

45

Introduction; Rising Important of Consumers’ Movement in Manipur; Consumer Education Profile in Manipur; Consumer issues relating to Telecom Services in Manipur; A Brief Profile of Consumers in Manipur; Customer Growth in India: 1901-2017; Age Group Composition and their Behavioural Patterns.

4. Consumer Behaviour in Rural Market 67 Rural Marketing-Definition; Characteristic of Rural Marketing; Rural Marketing Environment; Challenges in Rural Market; Opportunity in Rural Markets; Rural Marketing—Indian Scenario; Consumer Behaviour in Rural Market; Classification of Rural consumers; Profile of Rural Consumers; What do Consumer Buy? How Price Sensitive’s’ are Consumers in Rural Areas? Where do Rural People generally buy? Haats and Melas; Advertising Strategy for the Rural Consumers; State-wise Rural Market Size.



5. Consumer Buying Behaviour in Churachandpur District 96

Introduction; Purchase of Household requirement; Purchase Duration of Essential Commodities; Distribution of rural households frequently purchased items; Cross-Tabulation of Commodities and price Range Interval in the District.

(ix) 6. Consumers’ Consumption Pattern in Churachandpur District

113

Introduction; Weekly requirement/consumption of essential Commodities; Changing consumption level of essential commodities in varying seasons (in %); Changes consumption level during Economic Blockades.

7. Impact of Bandhs and Blockades in Churachandpur District

125

Introduction; Important Facts of Bandhs and Blockades in Manipur; Perceptual Frequency of Economic Blockades in Churachandpur; Purchase Duration in Economic Blockades; Changes of Consumption Level during Economic Blockades; Price variation during Economic blockades; Alternative means of purchasing essential commodities during economic blockades; Statistical Analysis; Impact of Bandh and Blockades in Churachandpur District.



8. Churachandpur District Consumers Awareness in Rural Market

Introduction; Importance of Consumers Protection; Importance from consumer’s point of view; Importance of Consumer Protection from Businessmen’s Point of view; The Consumer Protection Act 1986; Consumers Rights; Consumers’ Responsibilities; Consumer Awareness on Consumer Rights & Protection Act in Churachandpur District; Source of Information on Consumers Awareness; Consumers Participation in consumer Awareness Programmes; Consumers’ awareness of the Existence of Consumer Club or Organization; Consumers Inquiries about Products Purchased; Consumers Comparison of Price with Other Alternatives; Consumers Experience Purchased

151

(x) of Adulterated Products; Redressal Agencies under the Consumer Protection Act, 1986 and thier Jurisdiction; Consumer Mode of Complain on Substandard Products Purchased; Statistical Analysis on Consumers awareness on Consumers Rights and Protection Act.

9. Case Study in Churachandpur District

186

The Price Intolerance under the Pretext of Bandhs and Blockades in the Rural Market: Introduction; Accessibility and stock volume; Artificial scarcity of essential commodities; Price intolerance in the market: Conclusion and suggestions; Why local consumers preferred buying the essential commodities to nonlocal businessmen?: From the businessmen point of view; From the Customers point of view; Prospects of Promotional Tools and its Use for Marketing in Churachandpur Market: Introduction; Advertising; Personal Selling or Salesmanship; Sale Promotion; Publicity or Public Relationship; Types of promotional tools avail in the rural market; Forest Based Industry in Churachandpur District: From the Entrepreneurial Perspective: Abstract; Introduction; Possible options for strengthening forest based livelihood; Environmental Impact of Brick Making Industry and Issues on Labour Welfare in Churachandpur: Introduction; Brief Profile of Churachandpur District; A Case Study on Service Sector in Churachandpur District: Special References to College Teachers: Abstract; Introduction. Bibliography

252

Index

267

Foreword Customers by and large are demanding value for money in the forms of quality goods and best services. Modern technological developments have no doubt, made a great impact on the quality, availability, safety of goods and service. But the fact is that the consumers are still victims of unscrupulous and exploitative practices. Many imaginations and dreams are finally seeing the light of day. I personally feel that this century has endless opportunities for entrepreneurial initiatives and we must utilize them constructively. Here, lies the importance of entrepreneurial management. Even though the consumer protection bill had been passed by both houses of parliament and received the assent of the president on 24th December 1986, the people of Churachandpur district, especially were less aware of consumers’ rights provided by the government to ensure the sovereignty of the consumers. The Consumer Behavioral march requires not only knowledge but also the wisdom that one can get beyond that knowledge of core disciplines such as arts aesthetics, politics, history, environment, and literature. Make the time to learn from the cases, absorb the principles, and use the tools. It is likely to be the second wisest investment you will ever make. I am happy that my student, Partakson Romun Chiru, M.Com; M.Phil; SLET; NET has written a book Consumer Behaviour in

(xii) Rural Market: Issues and Challenges in Churachandpur District, Manipur, published by Akansha Publishing House. I am humbled by an offer to write a forward on the subject of most relevant one more so in the scenario of the place in which I am located. The consumer behavior of the district of Churachandpur(Manipur) is surmised in the theories/models being discussed in chapter I. The author ineptly discussed in all the chapters of his book on consumer behavior that the situation in the district of the scope he had chosen is quite encouraging and educative. For the consumers hardly know all about the products they used their usefulness and how they are affected by the products. Consumers are naïve and gullible in nature in most cases. Many manipulative practices are committed by the business community who are concerned mostly with profit and least for the welfare of the consumers. The author deserves hats off for the attempt at bringing out a very educative and powerful source of knowing their rights and the manipulative practices of the trading community at the cost of the consumers. The book is beneficial and will serve the interest of academics, local leaders, interest groups, students, legal practitioners, and non -professionals alike. Above all, the book can really be used as curricula of higher education in the context of Churachandpur district and beyond. Kh.Tomba Singh Professor in Commerce Department Dean of Students ‘Welfare, Manipur University (a Central) Canchipur, Imphal

Acknowledgement Longing to write a book for years can never be in reality, hasn’t I read a book related to the Consumer Buying Behavior, much of its theory from the various sources of the book and doing research, particularly in Churachandpur District is primarily based on thought-provoking to write a book into a reality. There were a lot of issues and challenges during my journey of writing Most of all I thank God for the success of this work in terms of strategically looking after my time, finance and my family. I am indebted to a number of people for their help in the completion of the book. Firstly, I sincerely thank Dr A. S Yarso and friends from the Commerce Department, Assam University, Silchar, from which my M. Phil degree was awarded and also begin the journey of this book. Graciously acknowledged to Professor Kh Tomba Singh and effective team of mine at Manipur University for their research inputs, which injected sufficient wisdom into this work. I am personally thanking my beloved professor for all his blessing and also penning the book’s forward Thanks to Dr Samson Sekho Chiru and his family, it was an enormous journey of research with him. He is one of the core persons on reviewing the manuscript and provided excellent insight and suggestions for preparation for this book. I would like to express my gratitude to the following wellwishers who had indirectly contributed to my work through their constant encouragement to my writing and professional endeavours over a period of time.

(xiv) Dr Khempi Tombing, Principal, Rayburn College, Churachandpur. DL Moun, Principal, St Paul’s Institute, Churachandpur. C T. Lian. ADC Member, Churachandpur District Sangai International University Manipur, Churachandpur Principal, Mt Everest College, Senapati Consumer Forum, Bishnupur, Churachandpur region.

Tamenlong

and

All the staff of Commerce Department, Manipur University All the staff of the Management Department, Mizoram University And also I like to express my heartfelt gratefulness to my Parents, my wife (Premi Romun Chiru), my son (Ailo Romun Chiru), and my daughter (Sinreipar Romun Chiru) for enduring through the agonizing nights I spent phrasing the concept, and for the hours expended in writing. Thanks for the encouragement and their financial support throughout my journey. There may be many others instrumental in contribution from various sections of authors, teachers, friends whom I cannot mention or thanks personally. Expressing gratitude to all along this same line. Finally, I thank the publisher, Akansha Publishing House for approving the publication of this book in its current form. Partakson Romun Chiru

Preface It is a complicated task to write anything concerning one’s own work. However, one has to do as it is quite traditional to write the preface of a book. The main aim of the present work is to provide a handy textbook on Consumer Behaviour in Rural Market. The book has extensively explored the consumer behaviour in Churachandpur District of Manipur with regards to their buying habits, items bought and eating habits, et cetera, across items and all types of seasons. Focus on Consumers in the rural market, the consumer behaviour is analyzed on the basis of four patterned such as consumer mode on buying of essential commodities, consumption pattern, premium price paid on account of Bandhs and Blockades and consumer awareness of their rights and protection Act comprises nine (9) chapters. The introductory Chapter 1 consists explain the general aspect of consumer behaviours such as its expansion, meaning, significance, model of the decision-making process and the consumers value, satisfaction and retention. Chapter II and III deals with the socioeconomic, demographic profile of Churachandpur District, Consumers profile of Manipur and a brief profile of consumer in India and also the importance of understanding the consumer behaviour for the benefit of the marketers. Chapter IV covered the consumer’s attitude, reaction and evaluation on essential commodities in terms of provision of services in the rural market. It is also highlighted that of the classification of rural consumers and State-wise size of the rural market.

(xvi) Chapter V emphasizes how strategically essential it is to understand consumers with regards to fundamental concepts in marketing that emanate particularly about consumer buying behaviour in Churachandpur District. Chapter VI illustrates the potential of consumers’ consumption pattern in Churachandpur district. Chapter VII initiated to determine the buying behaviour of rural consumers during bandhs and blockades in an unorganized market. It is still common practices that bandhs and blockades remain the favourite tools to exert pressurize on the state government, but the calculative business activity of businessman who manipulates the consumers in terms of price, quantity and quality. That is to be a concern in the rural market. Hence, keeping in view the vital goal of consumer welfare, grass root level survey has initiated to observe, understand and analyze the behaviour of the rural consumers. Chapter VIII showcases the consumer awareness of consumer rights and protection act. Man is both a producer and a consumer. In fact, the producer himself becomes the consumer in one way or the other, and vice versa. However, it is sad to see consumers being mercilessly exploited every now and then. Especially, the poor being exploited for their hard‐earned money are just not right. Therefore, this chapter was intended to advocate for consumer rights to be alive and effective for all sections of the society. Chapter IX provides critical thinking on consumer behaviour: a Case study. It also highlights how owing things affects our lives and how belongings influence the way we feel about ourselves and about others.

List of Tables

2.1 Vital statistic of Churachandpur District, 2017

24



3.1 POL supply location in Manipur, 2017

47



3.2 Distribution Network of POL in Manipur, 2017

47



3.3 District-wise Retail Outlet, SKO Dealership & LPG distributionship network in Manipur, 2017

48



3.4 Consumption of POL product during the last three years in Manipur, 2017

48



3.5 Structure of Indian Customers as per census 2017

61



3.6 Density of customer: State-wise in India, 2017

62



4.1 State-wise Rural Market Size, 2017

91



4.2 Rural and urban Consumers in 2017

93



4.3 Number of States, Districts, Towns, and Villages Market in India 2001-2017

94



5.1 Purchase of Household requirement, 2017

97



5.2 Household Purchase duration of Essential Commodities, 2017

100



5.3 Distribution of Rural households Frequently Purchased Items, 2017

103



5.4 Cross-Tabulation of Commodities and Price Interval in District, 2017

110



6.1 Weekly Consumption of Essential Commodities, 2017

114

(xviii)

6.2 Changing Consumption Level of Items in Varying Seasons, 2017

120



6.3 Distribution of Household Changing Consumption during Economic Blockades, 2017

122



7.1 Perceptual Frequency of Economic Blockades in the District, 2017

127



7.2 Distribution of Household Purchase Duration during Economic Blockades, 2017

131



7.3 Household Changing Consumption during Economic Blockades, 2017

133



7.4 Distribution of Price Variation during Economic Blockades, 2017

136



7.5 Alternatives Mode of Purchased during Economic Blockades, 2017

139



7.6 Calculation of coefficient of correlation between the price variation and economic blockades

142



7.7 Composir Demographic Characteristic of the Respondents, 2017

144



7.8 Cross-Tabulation on Changing Price and No. of Economic Blockades, 2017

145



7.9 Partial correlation between

146



8.1 Consumers Awareness on Consumer Rights & Consumer Protection Act, 2017

159



8.2 Source of information on Consumer Awareness, 2017

162



8.3 Participation on Consumer Awareness Programmed, 2017

165

8..4 Awareness on the Existence of Consumer Club/Forum, 2017

167

(xix)

8.5 Distribution of Consumers Enquiry on Product purchased, 2017

170



8.6 Consumers Comparison of Price with Other Alternatives, 2017

172



8.7 onsumer Experience Purchase of Adulterated Products, 2017

175



8.8 Mode of Complain on Substandard Product Purchase, 2017

179



8.9 Coefficient of correlation between the price variation and economic blockades

182



9.1 Types of promotional tools availed in the rural market, 2017

201



9.2 Mode of communication used on product promotion, 2017

203



9.3 Distribution on Awareness of Promotional Tools and Suitable Season, 2017

205



9.4 Cross-Tabulation on Sale Benefit and Promotional Tools, 2017

206



9.5 Composite Demographi Characteristic of the Consumers, 2017

218



9.6 Composite Socio-Economic Nature of Respondents 219



9.7 Partial Correlation between

219



9.8 Model Summary

221



9.9 ANOVA results

221

9.10 Regression results (coefficients)

222

9.11 Monthly labourer income from the Industry, 2017

228

9.12 Bonus earned in any festive seasons, 2017

229

(xx) 9.13 Occurrence of accidents and mode of compensation, 2017

230

9.14 Annual rate of expenses of workers, 2017

231

9.15 Facility of Hygiene and Sanitation Systems, 2017

233

9.16 Distribution of Waste Material Plant Layout, 2017

234

9.17 Distribution of Source of Raw-Material, 2017

235

1 Nature and Significance of Consumer Behaviour Consumers Behaviour- Meaning and Definition The term consumer behavior refers to the behavior that consumer displays in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs (Tandon, 2001).“The study of the consumer behavior is the study of how the individual makes a decision to spend their available resources (time, money, effort) on consumption related items. It includes the study of what they buy, why they buy, when they buy, where they buy, how often they buy and how often they use it”(Donald & Del 1983). While all consumers are unique; nevertheless, one of the most important constraints among all of us, despite our differences, is that we are all consumers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. Consumers, we play a vital role in the health of the economy- local, national, and international (Chaudhary, 2005). The purchase decisions we make affect the demand for basic raw materials, for transportation, for production, for banking; they affect the employment of workers and the deployment of resources, the success of some industries and the failure of others. In order to succeed in any business, and especially in today’s

2 Consumer Behaviour in Rural Market dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers- what they want, what they think, how they work, and how they spend their leisure time. They need to understand the personal and group influences that affect consumer decisions and how these decisions are made. And, in these days of ever-widening media choices, they need to not only identify their target audiences, but they need to know where and how to reach them (David at el, 2006). The field of Consumer Behaviour is the study of individuals, groups, or organizations and the processes they used to select, secure, use, and dispose of products, service experiences, or ideas to satisfy the needs and the impacts that these processes have on the consumer and society. This view of consumer behavior is broader than the traditional one, which focused more narrowly on the buyer and immediate antecedents and consequences of the purchasing process. Our broader view will lead us to examine more indirect influences on consumption decisions as well as far-reaching consequences that involve more than just the purchaser and the seller. According to Walter and Paul, “Consumer behavior is the process whereby individuals decide whether what, when, where, how and from whom to purchase goods and services.” The term consumer behavior describes two different kinds of consuming entities: the personal consumer and the organizational consumer. The personal consumer buys goods and services for his or her use, for the use of the household, use by individuals, who referred to end users or ultimate consumers. The secondary category of consumer- the organizational consumer- includes profit and not-for-profit business, government agencies (local, state and national), and institutions (e.g. Schools, hospitals, and prisons), all of which must buy products, equipment, and services in order to run organizations. Despite the importance of both categories of consumer- individual consumer – individuals and organization.

Nature and Significance of Consumer Behaviour 3

The Discipline of Consumer Behaviour The field of consumer behavior is rooted in the marketing concept, a business orientation that evolved in the 1950s through several alternative approaches toward doing business referred to, respectively, as the production concept, the product concept, and the selling concept (David L. L, Della A. L C (1979). No single product has impacted Americans more than personal automobile. And the business leader who gave us the affordable car and the business approach called the production concept was Henry Ford. Before the early 1900s, only a wealthy consumer afford an automobile because the car was assembled individually and it took considerable time and expense to produce each car in the early 1900s. In 1908, Ford began selling the sturdy and reliable T for $850- an inexpensive price for that day. Soon he found out that he could not meet the overwhelming consumer demand for his cars and, in 1916, he introduced the assembly line. The new production method enabled Ford to produce a good quality car more quickly and much less expensively. Ford sold model this for $360 and sold more than 100 times as many cars as he did in 1908. Only in eight years, Americans got the product that led to their nation, an extensive system of highways and the emergence of suburbs and adjacent shopping malls- two key features of their lives and consumption patterns even today. The production concept assumes that consumers are most interested in product available at low prices; its implicit marketing objectives are cheap, efficient production and intensive distribution. This orientation makes sense when consumers are more interested in obtaining the product than they are in specific features and will buy what’s available rather than wait for what they really want. Today using this orientation makes sense in developing countries or in other situation in which the main objective is to expand the market.

4 Consumer Behaviour in Rural Market The product concept assumes that consumers will buy the product that offers them the highest quality, the best performance, and the most features. A product orientation leads the company to strive constantly to improve the quality of its product and to add features that are technically feasible without finding out first whether or not consumers really want these features. A product orientation often leads to “marketing myopia,” that is, a focus on the product rather than on the consumer needs it presumes to satisfy. Marketing myopia may cause a company to ignore crucial changes in the marketplace because it causes marketers to look in the mirror rather than through the window. Thus, American railroads today are a far less significant economic force than they were some 50 years ago because their management was convinced that traveling wanted trains and overlooked the competition for transportation from personal cars, airline, business, and trucks. These railroad executives focused on the product rather than the need that it satisfied. Similarly, designers and engineers working on a new model of a personal digital assistant (PDA) must always remember that people do not buy PDAs- they buy ways to organize and retrieve data in a manner that will save them time and effort. If PDA designers and engineers forget this simple fact, they may improve the product far beyond it is worth to the consumer. A natural evolution from both the production concept and the product concept is the selling concept, in which a marketer’s primary focus is selling the product(s) that it has unilaterally decided to produce. The assumption of the selling concept is that consumers are unlikely to buy the product unless they are aggressively persuaded to do so- mostly through the “hard sell” approach. The problem with this approach is that it fails to consider customer satisfaction. When consumers are also likely to communicate any dissatisfaction with the product through negative word of mouth that serve to dissuade potential consumers from making a similar purchase. Today the selling concept is typically utilized by marketers of unsought goods, by potential

Nature and Significance of Consumer Behaviour 5 parties “selling” their candidate aggressively to apathetic voters, and by firms that have excess inventory.

Consumer Involvement Some consumers are characterized as being more involved in product and shopping than others. A consumer who is highly involved with a product would be interested in knowing a lot about it before purchasing. Hence he reads brochures thoroughly, brands and models available at different outlets, are asked questions, and looks for the recommendation. Thus, consumer involvement can be defined as a heightened state of awareness that motivates consumers to seek out, attend to, and think about product information prior to purchase (David L. L, Della A. L C, 1979).

Reasons for Consumer Involvement The factors that influence consumer involvement include personal, product and situational. It also motivated the consumer in the ways of getting various information and sources, important factors are as discussed below:

Individual Factors Self-concepts need and values are the three personal factors that influence the extent of consumers’ involvement in a product or service. The more product image, the value symbolism inherent in it and the needs it serves are getting together with the consumer self-image, values and needs, the more likely the consumer is to feel involved in it. Celebrities, for example, share a certain self-image, certain values, and certain needs. They tend to use products and services that reflect their lifestyle. They get highly involved in purchasing prestigious products like designer wear, imported cars, health care product etc.

Product Factors The consumer involvement grows as the level of perceived risk in the purchasing of a goods or services increases. It is likely that

6 Consumer Behaviour in Rural Market consumers will feel more involved in the purchase of their house than in the purchase of toothpaste; it is a much riskier purchase. Product differentiation affects involvement. The involvement increases as the number of alternatives that they have to choose from the increase. This may be due to the fact that consumers feel variety which means greater risk. The pleasure one gets by using a product or service can also influence involvement. Some products are a great source of pleasure to the consumer than others. Tea and coffee have a high level of hedonic (pleasure) value compared to, say household cleaners. Hence, the involvement is high. Involvement increases when a product gains public attention. Any product that is socially visible or that is consumed in public demand high involvement, i.e., Involved in the purchase of a car is more than the product of household items.

Situational Factors The situation in which the product is brought or used can generate emotional involvement. The reason for purchase or purchase occasion affects involvement. For example, buying a pair of socks for yourself is far less involved than buying a gift for a close friend. Social pressure can significantly increase involvement. One is likely to be more self-conscious about the products and brands one looks at when shopping with friends than when shopping alone. The need to make a fast decision also influences involvement. A consumer who needs a new refrigerator and sees a one-day sale at an appliance retailer does not have the time to shop around and compare different brands and prices. The eminence of the decision heightens involvement. The involvement is high when the decision is irrevocable, for example, when the retailer does not accept returns or exchange on the sale items. This involvement may be from

Nature and Significance of Consumer Behaviour 7 outside the individual, as within the individual as with enduring involvement. It can be induced by a host of personal-product and situation related factors, many of which can be controlled by the marketer. It affects the ways in which consumers see, process, and send information to others.

Customer Value, Satisfaction, and Retention Since its emergence in the 1950s, many companies successfully adopted the marketing concept. The result has been more products, in more sizes, models, version, and packages offered to more precisely targeted markets. This has resulted in an increasingly competitive marketplace. And, in the 1990s, the digital revolution enabled many marketers to offer even more products and service and distribute them more widely, while reducing the costs and barriers of entering many industries. It has accelerated at which successful segmentation, targeting and positioning approach must be updated or changed, as they are imitated or made obsolete by the offerings of new business rivals (Schiffman L.G, Kanukm L.L & Kumar S R. 2012). Savvy marketers today realized that in order to outperform competitors, they must achieve the full profit potential from each and every customer. They must make the customer the core of the company’s organizational culture, across all departments and functions, and ensure to each and every employee views any exchange with a customer as part of a customer relationship, not as a transaction. The three drivers of successful relationships between marketers and customers value, high levels of customer satisfaction, and building a structure for customer retention.

Consumer Behaviour and Decision making are interdisciplinary Consumer behavior was a relatively new field of study in the mid-to-late 1960s. Because it had no history of body research of its own, marketing theorist borrowed heavily from the concepts

8 Consumer Behaviour in Rural Market developed in other scientific disciplines, such as psychology (study of the individual), sociology (the study of groups), social philosophy (the study of how an individual operate in groups), anthropology (the influence of society on the individual), and economics to form the basis of this new marketing discipline. Many early theories concerning consumer behavior were based on the economic theory on the notion that individuals act to rationally maximize their benefit in the purchase of goods and services influence not only by family and friends, by advertisers and role models, but also mood, situation, and emotion. All of these factors combine to form a comprehensive model of consumer behavior that reflects both the cognitive and emotional aspect of consumer decision making (Schiffman L.G, Kanukm L.L & Kumar S R, 2012).

A Simplified Model of Consumer Decision Making The process of consumer decision making can be viewed as three distinct but interlocking stages: the input stages, the process stage, and the output stage. Discussion on various stages of a simplified model of consumer decision making is as given bellow”(Donald & Del 1983). The input stage influences the consumer’s recognition of a product needs and consists of two major sources of information: the firm marketing effort (the product itself, its price, its promotion, and where it is sold) and the external sociological influence on the consumer (family, friends, neighbors, other informal and non-commercial sources, social class, and culture and subcultural memberships). The cumulative impact of each firm’s marketing efforts, the influence of family, friends, and neighbors and society’s existing code of behavior, are all inputs that are likely to affect what consumers purchase and how they use, what they buy. The process stage of the model focuses on how consumers make decisions. The psychological factors inherent in each

Nature and Significance of Consumer Behaviour 9 individual (motivation, perception, learning, personality, and attitudes) affect how the external inputs from the input stage influence the consumer’s recognition of a need, pre-purchase search for information, and evaluation of alternatives. The experience gained through an evaluation of alternatives, in turn, affects the consumer’s existing psychological attributes. The output stage of the consumer decision-making model consists of the two closely related post decisions activities: purchase behavior and post-purchase evaluation. Purchase behavior for a low- cost, non-durable product (e.g. A new shampoo) may be influenced by a manufacturer’s coupon and may actually be a trial purchase; if the consumer satisfied, he or she may repeat the purchase. The trial is the exploratory phase behavior in which the consumer evaluates the product through direct use. A repeat purchase usually signifies product adoption. For a relatively durable product such as a laptop (“relatively” durable because of the rapid rate of obsolescence), the purchase is more likely to signify adoption. The reasons why people study consumer behavior are diverse. The field of the consumer behavior holds great interest for a consumer, as a marketer, and as a scholar of human behavior.

a) As Consumer: Consumer benefit from insight into consumption – related decision; what we buy, why we buy, how we buy and the promotional influence that persuades to buy. The study of the consumer behavior enable to become well, that is, well design consumer.



b) As a Marketer and future marketer: It is important to recognize why and how individuals make their consumption decision so that they can make a better strategic marketing decision. If a marketer understands the consumer behavior they are able to predict how consumers are likely to react to various informational and

10 Consumer Behaviour in Rural Market environmental cues and are able to shape their marketing strategy accordingly without any doubt. A marketer who understands behavior has a great competitive advantage in the marketplace.

c) As a scholar of human behavior: They are concerned with understanding consumer behavior, with gaining insight into why individual act in certain consumption – related ways and learning what internal and external impel them to act as they do, indeed, the desire for understanding consumption related human behavior has led to diversity of theoretical approach to its study.

Steps in decision making Consumers’ decision-making process is the complex issues since it deals with individual attitude complied with different characteristics. A general phenomenon in the process of the decision-making process is as given below (Kataria P, Kataria A & Shivani M, 2015): 1. Need Recognition: When a person has an unsatisfied need, the buying process begins to satisfy the needs. The need may be activated by internal or external factors. The intensity of the want will indicate the speed at which a person will move to fulfill the wants. On the basis of need and its urgency, forms the order of priority. Marketers should provide the required information on selling points. 2. Information Search: Identified needs can be satisfied only when the desired product is known and also easily available. Different products are available in the market, but the consumer must know which product or brand gives him maximum satisfaction. And the person has to search out for relevant information about the product, brand or location. Consumers can use many sources, e.g., neighbors also provide relevant information through

Nature and Significance of Consumer Behaviour 11 advertisements, retailers, dealers, packaging and sale promotion and a window displaying. Mass media like newspapers, radio and television provide information. Marketers are expected to provide the latest, reliable and adequate information.

3. Evaluation of Alternatives: The consumer assesses various alternative products or services and judges they want-satisfying potential. In evaluating the alternatives, many aspects are taken into consideration such as product attributes, the utility function of each attribute, brand image trade-off, concessions, convenience, and facilities.

As pointed in the above example, the consumer who wishes to buy a product may not be aware of the total number of product varieties available in the market. He may further not consider all the varieties that he is aware of because of the limitation of time, income, availability, etc. out of the consideration set, he lists out certain varieties on the basis of certain criteria. He then ultimately makes a decision regarding the particular brand. 4. Purchase Decision: After evaluating the alternatives, the buyer buys the brand he likes the most. But, sometimes, his intention to purchase a particular brand is intervened by variables like – attitudes of others, change in priority, dealer terms, availability and other unexpected situational factors. He may also postpone, modify or avoid a purchase due to perceived risk. The consumers are not certain about the purchase outcome and, therefore, they hesitate to take purchase action. The marketer should try to reduce the risk factor by providing sufficient information, popularizing brands and giving warranties. Such actions on behalf of the marketer will boost up the confidence of the buyer.

12 Consumer Behaviour in Rural Market 5. Post Purchase Reaction: The consumer has certain expectations for the product. Such expectations are framed on the basis of the message received from seller, friends and other sources. If the product performances match the expectations, the consumers’ feel satisfied and go for repeated purchase. He even speaks positives of it in public. But, if the product fails to come up to his expectation, he feels dissatisfied. He may then either simply stop buying the product or he may take action like talking negative about the product or launching a complaint to the company or seeking the help of other agencies that may help him or take legal action. It is for this reason that the marketer should never exaggerate about product benefits. The marketer can minimize dissatisfaction by giving evidence of satisfied brand users, entertain customers’ suggestions, provide instructions for use and or communicate with buyers.

Types of Buying Behaviour Buying behavior varies with the type of product to be purchased. The more expensive and complex product, more the effort involved in its purchase. The buying behavior can be classified as (Kataria P, Kataria A & Shivani M, 2015): a. Complex Buying Behavior: Such behavior on the part of consumers is found while purchasing an expensive, risky and infrequently product. The consumers are required to put in extra effort and time to compare the brand difference. The buyers usually do not have much knowledge about the product and existing brands. Therefore, first gathers information on the basis of which he develops his beliefs and attitudes and then after careful analysis makes the purchased choice. The marketer in order to build brand preference must provide detailed information on product attributes and its competitive superiority.

Nature and Significance of Consumer Behaviour 13 b. Dissonance–Reducing Buying Behaviour: When a consumer through actively involved in purchasing the product does not find many differences in brands, may take the decision quickly. He may either go for a price or convenient location or dealer relation as all the brands in the particular price range are more or less the same. But after purchase, he may find certain dissatisfying features or learn about better features of other brands or low price of the apparently expensive product. The buyer feels restless and tends to reduce dissonance by either changing or justifying his views or altering his behavior. c. Habitual Buying Behavior: Such behavior is found for inexpensive, frequently purchased product. The consumers do not make much effort in comparing brands. They usually purchase it on the basis of information received through advertisement without evaluating it on any significant aspect. The repetition of advertisement creates familiarity with the brand name, which makes it easy for the consumer to select. The marketer of such products fined price and sale promotion incentive as an effective tool in developing demand. They use catchy slogans and attractive pictures to make easy for the consumer to recognize and remember the brand name. d. Variety Seeking, Buying Behavior: Such behavior is found in products characterizing low involvement on the part of the consumer but having significant brand differences. The consumer purchases the product without many comparisons. They evaluate the product in use. Next time the consumer goes for a change of brand just to have a variety and not due to dissatisfaction with the previous brand. The marketer of new brand encourages the consumer to seek variety by offering discounts, contest coupons, free sample, promoting as the choice of a new generation, etc., whereas the marketer of existing

14 Consumer Behaviour in Rural Market brand promotes habitual buying by giving reminder advertisement, putting pressure on the experienced trusted name in the field and ensuring continuous availability.

Consumer Behaviour and Marketing Implication The basic belief of marketing-oriented company is that the customer is the hub around which the business revolves. Therefore, understanding what makes people in general buy and what makes your customer in particular buy is a vital part of business success. The market itself means – customer, around whom all marketing strategies are formulated and implemented. In order to meet competition in the marketplace, the marketing managers are using various methods to add value to the final product which will reach the hands of the consumers. It means the ever-changing market environment, there is a growing concern or awareness among marketers to go for a careful study of the consumer behavior around which all marketing activities are made. Following are the key marketing implications of consumer behavior (Solomon M R (2013).

Consumer Behaviour and Marketing Strategies Understanding the consumer behavior is the basis for marketing strategy formulation. Consumers’ reaction to this strategy determines the organization’s success or failure. In this competitive environment, organizations can survive only by offering more customer value - the difference between all the benefits derived from a total product and all the costs of acquiring those benefits - than competitors. Providing superior customer value requires the organization to do a better job of anticipating and reacting to the customer needs than the competitor. Marketing strategy is basically the answer to the question: How will the company provide superior customer value to its target market? The answer to this question requires the formulation of marketing

Nature and Significance of Consumer Behaviour 15 - mix – product, price, place, and promotion - strategies. The right combination of these elements meets customer expectation and provides customer value. For example, a marketer of a bike must know the customer’s performance expectations, desired service, Price willing to pay, the information he seeks and after-sales service to provide superior customer value.

Consumer Behaviour and Market Segmentation The most important marketing decision a firm makes is the selection of one or more segments to focus their marketing effort. Marketers do not create segments, but they find it in the marketplace. Market segmentation is the study of the marketplace in order to discover a viable group of consumers who are homogeneous in their approach in selecting and using goods or services. Since market segment has unique needs, a firm that develops a product focusing solely on the needs of that segment will be able to meet the target group desire and provides more customer value than a competing. For example, a right segment for ‘Femina magazine’ has educated urban women. The success of this magazine depends on their understanding of the urban women.

Consumer Behaviour and Product Positioning Product positioning is placing the product, service, company, or shop in the mind of the consumer or target group. Through positioning, marketers seek the right fit between a product and desired customer benefits. The right positioning means understanding the consumer perception process in general and perception of the company‘s product in particular. For example, Samsung brand is perceived as a premium brand by few customers and value-driven brand from others in the market, but marketers must find out what makes their target market to perceive differently and position it accordingly.

16 Consumer Behaviour in Rural Market

Consumer Behaviour and Marketing Research Studying consumer behavior enables marketing researchers to predict how consumers will react to promotional messages and to understand why they make the purchase decision. Marketers realized that if they know more about the consumer decision-making criteria, they can design marketing strategies and promotional messages that will influence consumers more effectively. The importance of consumer behavior made marketers think of a separate branch in marketing research - Consumer research, to deal exclusively for consumer-related issues. The current focus of consumer research is the study of underlying needs and motives in making purchase decisions, consumer learning process and attitude formation process.

Consumer Behaviour and Non-Profit and Societal Marketing A sound knowledge of consumer behavior can help the organizations that sell ideas and concepts of social relevance. Institutions that promote family planning, AIDS-free society, governmental agencies, religious orders, and universities also appeal to the public for their support in order to satisfy some want or need in society. The knowledge about potential contributors, what motivates their generosity, how these motives can be effectively appealed is useful for the organizations involved in these activities.

Consumer Behaviour and Government Decision Making Two major areas where consumer behavior study helps the government in policy-making on various services, and in designing consumer protection legislation. The knowledge of people attitudes, beliefs, perceptions and habits provides an adequate understanding of consumers.

Consumer Behaviour Models Economic or Marshallian Model: This theory was first advanced by the economists. They gave a formal explanation

Nature and Significance of Consumer Behaviour 17 of buyer behavior. According to this theory, the consumers are assumed to be rational and conscious about economic calculations. They follow the law of marginal utility. An individual buyer seeks to spend his money on such goods which give maximum satisfaction (utility) according to his interests and at relative cost. The buying behavior is determined by the income – its distribution and level - affects the purchasing power. The economic factors which affect the buyers’ behavior are (David L. L, Della A. L, C, 1979):

1. Disposable Personal Income The economists attempted to establish a relationship between income and spending. Disposable personal income represents the potential purchasing power that a buyer has. The change in income has a direct relation to buying habits. Personal consumption spending tends both to rise and fall at a slower rate than what disposable personal income does.

1. Size of family income Size of family and size of family income affects the spending and saving patterns. Usually, large families spend more and small families spend less.

2. Income Expectation The income expected to get in the future has a direct relation to the buying behavior. The expectation of higher or lower income has a direct effect on spending plans.

3. The Tendency to Spend and to Save This goes to the habit of spending or saving with the disposable income of buyers. If the buyers give importance to the present needs, they dispose of their income. And buyers spend less if they give importance to future needs.

4. Liquidity of Funds The present buying plans are greatly influenced by the liquidity of assets readily convertible into cash.

18 Consumer Behaviour in Rural Market

5. Consumer Credit The facilities of the consumer credit system - hire purchase, installment purchase, etc., plays an important role in a purchase decision. A buyer can command more purchasing power. Buy now and pay later’ plays its role effectively in the rapid growth of the market for a car, scooter, washing machine, furniture, television and so on. The economic model of consumer behavior is one-dimensional. It is based on certain predictions of buying behavior. They are:

a. Lower the price of the product, the higher the sales



b. Lower the size of substitute product; lower the sale of this product



c. The higher the real income, the higher the sales of this product



d. Higher the promotional expenses, higher are the sales

However, the lower price of a product, the higher the sales may not hold well, the buyer may feel that the product is substandard one. The behavioral researchers believe that this model ignores all the other aspects such as perception, motivation, learning, attitude and personality, and socio-cultural factors. Further, it is also observed that the consumer also gets influenced by other marketing variables such as products, effective distribution network, and marketing communication. Hence, it is felt that the economic model is inadequate. It assumes that the market is homogeneous where markets are assumed to be heterogeneous.

2. Learning or Pavlovian Model Psychology has contributed a lot of the marketers to understand the buyers. It explains how consumers learn about a product and the way they can recall from the memory, and the

Nature and Significance of Consumer Behaviour 19 development of buying habits. All theories of buyer behavior have been primarily based on a learning, viz., StimulationResponse or S-R model, this theory of learning is explained as a process of repetition, motivation, conditioning, and relationship. Repetition improves learning. For example, when advertisements are repeated, people may be able to understand further about the product. This is aimed at repeated advertisements for drawing the attention and interest of the people. According to stimulusresponse learning theory involves the following steps.

a. Drive: It is a strong internal stimulus which impels action and when it is directed towards a drive reducing object, it becomes a motive. Thus, a drive motivates a person for action to satisfy the need. Drives may be primary-thrust, hunger, etc., and secondary - the desire for money, pride etc.



b. Cues: These are weak stimuli. They determine when the buyer will respond.



c. Response: Response is the feedback reaction of the buyer. It is an answer given to drive or cue. The individual has to choose some specific response in order to fulfill the drive or the need which was acting as a stimulus. For example, a hunger drive can be satisfied by visiting a shop known through an advertisement and buying the readymade food product. If that experience is satisfactory, this response of satisfaction is strengthened. Thus, this learning of links which mean stimulus, cue and response result in habits. Along with these attitudes and beliefs are also learned. As it becomes a habit, the decision process for the individual becomes a routine affair. Thus, the learning model has the following prediction:



1. Learning refers to change in behavior brought about by practice or experience. Everything one does or thinks is learned.

20 Consumer Behaviour in Rural Market

2. Product features such as price, quality, service, brands, and package etc., act as cues or hints influencing consumer behavior



3. Marketing communications such as advertising, sales promotion, etc., also act as guides persuading the buyer to purchase the product.



4. The response is a decision to purchase.

3. Psychoanalytical Model Sigmund Freud developed this theory. According to him, human personality has three parts:

1. The Id is the source of all mental energy that drives us to action



2. The superego, the internal representation of what is social is approved conscience



3. The Ego, the conscious director of id impulses for finding him satisfaction in a socially acceptable manner.

The buyer behavior depends upon the relative strength of the three elements in the personal ability. Motivational research has been involved in investigating the motives of consumer behavior so as to develop suitable marketing implications accordingly. This approach has been used to generate an idea for developingdesign, features, advertising, and other promotional techniques.

4. Sociological Model According to this theory, the individual decision and behavior are quite often influenced by the family and the society. He gets influenced by it and in turn, also influences in its path of development. He plays many roles as a part of formal and informal associations or organizations, i.e., as a family member, employee of a firm, member of the professional forum, and as an active member of an informal cultural organization. Hence he

Nature and Significance of Consumer Behaviour 21 is largely influenced by the group in which he is a member. For example, the decision may be made by one, actual buying may be done by another, and the product is used by yet another member of the family. Here, a mother takes a decision to buy a tiny cycle for her child, the cycle is purchased by the father and the user is the child.

2 Socio-Economic Demographic (SED) of Churachandpur District Introduction Churachandpur district is situated in the southern part of Manipur. The district is bounded by the Senapati district in the north, Bishenpur and Chandel in the east, Assam, and Mizoram in the west and Myanmar on the south. The total geographical area of the district is 4570 sq km, It lies between 23*55N and 24*30N latitude and between 92*59E to 93*55E longitude. The topography of the district is hilly. It has a population of 271,274 as per 2011 census, dominated by 15 ethnics like Zomis, Kukis, and Nagas. The district has six development blocks, namely: Parbung with around 57 villages and a population of 13,733, Thalon around 47 villages with a population of 19,209, Henlep around 96 villages with a population of 20,455, Churachandpur around 243 villages with a population of 46,483, Samulamlan around 104 villages with a population of 13,733, and Singngat around 65 villages with a population of 18,643. (Development Profile of Manipur, 2011) Lamka (Churachandpur), is the District Headquarters of Southern Manipur (Churachandpur District). It is located in the southwestern corner of Manipur and is the largest district within the state of Manipur. The terrain of the district is mainly

Socio-Economic Demographic (SED) of Churachandpur... 23 hilly, with narrow valleys that support wet rice cultivation. Churachandpur town is the district headquarters. Originally the name, as called by the original settlers, is Lamka. However, the name Churachandpur is imposed from the name of Manipur Raja Churachand Singh by the Meiteis. It is the second-largest town of Manipur, after the state capital, Imphal. Lamka is called the “second town” of Manipur and remains the fastest growing town in the state (Neihsial, 1996). The town’s population is made up of a number of communities, including the Paite, Simte, Gangte, Zou, Hmar, Thadou, Vaiphei, Lusei, Kom Rem, and Naga. These communities, mainly belong to the Tibeto-Burman family. A significant number of Meitei and other plain communities also live in the town. Though each and every tribe can understand the different dialects, paint is the most commonly used languages in the district. In 2006 the Ministry of Panchayati Raj named Churachandpur one of the country’s 250 most backward districts (of a total 640). It is one of the three districts in Manipur currently receiving funds from the Backward Regions Grant Fund Program (BRGF) Churachandpur town is well-served by telephone companies like Airtel and Aircel (by then) in addition to BSNL and Reliance Jio (recently), which formerly monopolized the telecom service. Now, more private companies like Vodafone, Idea etc. also available... Churachandpur town is connected to the state capital Imphal city by Teddim road (also known as National Highway 150). The town is just over an hour drive from Imphal airport (about 65 km). Demography According to the 2011 census Churachandpur district has a population of 271,274, roughly equal to the nation of Barbados. This gives it a ranking of 575th in India (out of a total of 640). The district has a population density of 59 inhabitants per

24 Consumer Behaviour in Rural Market square kilometer (150 /sq mi). Its population growth rate over the decade 2001–2011 was 19.03%. Churachandpur has a sex ratio of 969 females for every 1000 males, and a literacy rate of 84.29%. The district is inhabited by several tribes, such as Paite, Hmar, Vaiphei, Zou, and Thadou. Apart from these, there are the Gangte, Simte, Mizo, Teddim, Milhiem and some Manipuri Meiteis. There are also other, non-Manipuri ethnic groups like Nepalese, Biharis, Malware, and Punjabis. While the Nepalese are excelling in the milk industries, the mowers are well known for their business acumen. Despite the commercial origin of Churachandpur town, the indigenous people have few entrepreneurs and traditionally worked in the government sector. In fact, the town has been overrepresented in civil services at the national level. Table No 2. 1: Vital statistic of Churachandpur District, 2017 Area

4570 Km

Rank 1/9

Literacy rate (2011)

84.29%

Rank 2/9

Literacy by gender

Male 84.34%

Female 80.13%

Population (2011)

271,274

Rank 5/9

Population, % of state population

9.97%

(2011 census)

Sex Ratio

969 (2011 census)

933 (2001 census), 1004 (1961 census)

Temperature

41.C Maximum

0 C Minimum

Humidity

89% maximum

20% minimum

Longitude

93.15 E

94.0 E

Latitude

24.0 N

24.3N

Altitude

914.4 meters

24.3 N

Population Density

50 (2001 census)

Rank 6/9

Telephone code

+3874

Postal code

Churachandpur 795128

Chienkonpang 795158

Digital Map of Churachandpur

Htt://www.mapmyindia. com/?cx=41682&cy=570960&cz=8

MapmyIndia

Source: development profile of Manipur, 2011 census

Socio-Economic Demographic (SED) of Churachandpur... 25 Languages spoken in the district are Chin-Kuki-Mizo/Zomi tribes like Paite, Thadou, Hmar, Vaiphei, Zou, Gangte, Simte, Mizo, Kom and other tribal languages. Paite used as the link language in Southern Manipur’s lone FM Station - All India Radio Churachandpur (Lamka), serves as the Lingua Franca for the different tribal communities in the District (MS. Prabhakar: “Ferment In Manipur” Frontline, January 7–20, 1989, p.  38). Also includes Aimol, a  Sino-Tibetan  tongue with less than 3000 speakers, written in the Latin script The requirement of POL (petroleum products) in the district is mainly taken care of by the integrated set up Indian Oil Corporation Ltd (IOCL). POL products are transported in POL tanker, supplied location situated at Chingmeirong, Malom (newly set up depot) passing through NH 57, Tiddim road (Imphal-Churachandpur) and sometimes from National Highway 58 (Khuga road) directly Mizoram-Churachandpur. The district annual requirement of POL products like petrol is 3216.15 (15%), diesel 9226.98 (18%), LPG 3952.4 (20%) and kerosene 3359.54 (17%). Churachandpur has a total rice cropping area of 9928 hectares with the average annual rice production around 52.1 tonnes and its requirement is around 93.24 (15%) tone of rice. The shortfall is filled with rice supply by the Food Corporation of India (FCI) and the remaining other grocery items about 96% are imported from the other districts of the state (Development Profile of Manipur, 2011) Churachandpur district is one of the important hill districts in Manipur, India. It has an economic gateway to the state of Mizoram. The town of Churachandpur has tremendous commercial importance and it is also one of the important towns of the hill districts of the state. It consequently, witnesses the settlement of a sizeable population of a trader from distant places of the state. Despite the state being known for the disturbing area, Churachandpur district is an effort to maintain a peaceful environment which promotes the significance climate for better

26 Consumer Behaviour in Rural Market business transition and is one of the reasons the district has a larger volume of immigrant businessmen/workers. Approximately 90% resident of Churachandpur district are Zomis and Kukis, the rest Marwaris, Biharis, Meiteis and some tribal group like Nagas. Churachandpur is situated at the bank of the Khuga River in what is popularly known as Khuga valley. Over the past few years, the town is constantly witnessing a huge influx of people from nearby smaller places due to town increasing future prospects and other developments in the field of education, medical facilities and the more recently booming real estate market and other commercial business making the town quite an overcrowded one (Development Profile of Manipur, 2011).

Reclaiming the marshlands of Churachandpur Before World War II, the Churachandpur valley (or Lamka valley) was a tiny, mosquito-infested village on the west bank of the Tuitha River. The indigenous tribes traditionally survived on jhuming or shifting cultivation on the hills surrounding the Churachandpur valley. They simply avoided the malaria-prone Churachandpur valley until the introduction of wet rice cultivation sometime during the inter-War period (Neihsial, 1996). Here the shift from jhum hoe to paddy plough in the 1930s was nothing less than an agricultural revolution. For the first time, the availability of surplus food led to the birth of specialized service  which sustains a tribal township in Southern Manipur. With this division of labor emerged a new tribal middle-class merchant, shopkeepers, pharmacists, clerks, contractor, civil servants, clergy, teachers, and bankers – who populated the provincial town of Churachandpur. Since then, this little hamlet called Churachandpur expanded towards the west bank of the Tuitha (Khuga) river. Note that “Tuitha” literally means “Good River” in Lushai dialect. Henceforth, the river valley ceases to be the haunt of killer malaria, dreaded as a “malignant spirit” in the past. In recent years, urban sprawl puts pressure on land,

Socio-Economic Demographic (SED) of Churachandpur... 27 resulting in the price hike. It led to the loss of agricultural land to housing sites in order to accommodate new urban settlers. This process will increase Churachandpur dependence on food grain on outside supply.

Westward Expansion: Songpi (Old Churachandpur) The postwar period witnessed the rapid growth of villages in Churachandpur until it engulfed the old village of Songpi (also known as Old Churachand or Mission Compound) further west. The western village of Songpi was originally a separate village, 15 km west of Lamka village. The western frontier of Songpi (Old Churachand) and the eastern frontier of Lamka had different origins until they recently merged. For a long time, Songpi village was regarded as more important than Lamka village. When the Manipur hill areas were reorganized in 1919, Songpi was made one of the four sub-divisional headquarters. The following year, B.C. Jasper was posted at Songpi as the first SDO of the new administrative area. (Chinkhopau 1995; Neihsial 1996). In 1921, a lambu (colonial interpreter) renamed the Songpi village as Churachandpur in honor of a Meitei prince from the Imphal Valley. Maharaja Churachand visited the Songpi village during a feast thrown for returning war veterans who had served in the Labor Corps in France during World War I. Later, Christian missionaries (NEIG Mission) set up their headquarters in the Songpi village in 1930 (Nengzachin 1974:11). Thus, Songpi became Mission Compound or Old Churachandpur.

The Northern and the Southern Frontiers By the 1970s, the commercial frontier of Lamka in the east and the missionary frontier of Songpi in the west had practically merged. The next possible direction for urban expansion was in the north and the south. Tuibuang in the north sprang up as the administrative frontier that houses most of the district headquarters apart from Headquarter Veng, which served as an administrative frontier in the West of Lamka town. Meanwhile,

28 Consumer Behaviour in Rural Market New Lamka became the southern frontier of new urban settlers. In fact, New Lamka is a miniature CCpur town that combines different historic personalities associated with Lamka bazaars, Songpi mission, and Tuibuang offices. Churachandpur town, therefore, consists of at least four distinct layers of settlement histories. Though Lamka loses much of its skilled population to other big cities, the town population keeps growing due to a continuous stream of rural migrants from interior villages. Like most Indian towns, the urban infrastructure of Lamka suffers from lack of investment, lack of urban planning, and poor management. As the town expands without upgrading its infrastructure, the ugly side of urban growth like solid waste, traffic congestion, and air pollution are now at the doorstep of Lamka town (Neihsial, 1996).

Khuga Dam: Artificial fresh water lake The resumption of the Khuga dam project kick-started a new economic process fuelled by construction and related activities. This project, it appears, is partly responsible for the recent increase for demand and consumption of cement and steel (partly an index of economic health) within Lamka town for private housing construction. The Khuga dam has already created a beautiful artificial lake at the southern tip of Lamka town near Mata village. This multi-purpose project irrigates 150 square kilometers of land within 20 km of the dam site and will also supply 5 million imperial gallons (23,000 m³) of drinking water and 1.75 MW of electricity for the town. The dam project began in 1983 with an estimated cost of Rs. 15 crores. It was set to be completed within four years; however, the project came to a standstill due to alleged financial irregularities. The ethnic conflict of 1997–98 also hampered further progress. When the project was resumed in 2002, the estimated cost had risen to over Rs. 280 crores. Till date, this multi-purpose project remains the biggest investment made by the Government of India within Churachandpur district. The structure of the

Socio-Economic Demographic (SED) of Churachandpur... 29 earthen dam has been completed, but some components of this multipurpose project remain incomplete. June 2007 is the revised dateline for the completion of the project. The project received negative media attention and a lot of resentment due to inefficient handling of land acquisition and compensatory payments to the displaced people around the dam site. The project’s undue delay also complicates the problem of compensation. Though Churachandpur is the second biggest town of Manipur, it has no urban status according to the latest official records. On 11 July 2006, A.K. Sinha, Deputy Commissionercum-Chairman of Autonomous District Council, Churachandpur, declared some parts of the town as “census town”. The list of localities included in the town census are Tuibung, Bijang, Sielmat, Zenhang Lamka, Rengkai, Luooa Veng, Nehru Marg, New Lamka, Salem Veng, Hilltown, Upper Lamka (Hiangtam Lamka), Chapel Lane(a locality within Upper Lamka (Hiangtam Lamka), Headquarter Veng, Chiengkonpang, D Phailien, Bungmual, Pearsonmun, Thingkangphai, Ngathal, Kawnpui, Mualkot, Gangpimual, Mission Veng, Lhangnem, Gangte Veng, Zellang Veng, Pangzawl, and Lanva (28 in total). In the absence of any clear criteria for inclusion or exclusion, the whole exercise was arbitrary. There are certain localities at the very heart of the town which were excluded from the census town – such as Zomi Colony, Hmar Veng, Simveng, Hiangzou, and Zoveng (Neihsial, 1996).

Churachandpur district socioeconomic prospects Christmas: The tribes of Churachandpur who have converted into Christianity celebrate Christmas with great joy and grandeur. The tribes who celebrate this festival are mainly the Zomi, Kuki and Naga tribes. Offering prayers, reading the gospels, eating, dance, feasting, singing hymns, lectures on Christ, sports etc., mark the festival. It is celebrated on 24th and 25th December.

30 Consumer Behaviour in Rural Market Kut Festival: This is a post-harvest festival celebrated in the month of November by Kuki tribe. It is a state holiday for this festival. The festival is marked by various cultural events such as traditional dances, folk dances, songs, sports, and the most popular Miss Kut contest. It is a festival of peace and thanksgiving to Almighty for the harvest. Gan-Ngai Festival: This is celebrated by the Kabui Naga for five days in December-January. It is a colorful blend of rituals, feasts, and dance. Cheiraoba Festival: This festival is celebrated in the month of April; it is a festival of joy. Houses are decorated and offerings are made to deities. It is also the New Year for the Meitei community. The typical feature of this festival is that the villagers climb the nearby hilltops and believed that it enables them to rise to heights in their worldly life. Khana Ka-UT and Khai Koumathro: It is an ear-piercing ceremony of Maring Tribe. The Maring Naga believed that one’s birth on earth is not blessed by God until his/her ears are pierced in a ritual ceremony. The Maring-Naga also believe that the soul of the dead person does not rest if his/her death is not condoled ceremonially. As such, the Khai Koumathre festival is performed in the month of January or February of every year for the death occurring in the preceding year. Khudut/Kut: This festival is observed by the Kuki communities. After harvesting the grain, produces are brought home and stored in barns, etc. Meat, particularly of Mithun is sufficiently prepared and the villagers take it with locally prepare “YU” or ZU (rice beer) and then the villagers particularly – boys and girls would dance with a different song. The devotional song is sung in praise of God for the good harvest of the year.

Socio-Economic Demographic (SED) of Churachandpur... 31

Agriculture and Horticulture development Agriculture-related activities occupy the most important place in the economy of the district. Being the main source of livelihood of the people the entire economy of the district depends on the success or failure of food crops. Rice and maize are the two major crops of the district. Rice is cultivated on the slopes of hills by means of two methods, namely: Jhum and Terraced cultivation. For the purpose of Jhum cultivation, a plot of land is selected and the trees and vegetables growing on it are slashed and cleared. Then the fire is set to burn the dry woods and vegetables, then crops are grown. Rain is the only source of water and production is very low. The land thus brought under cultivation is used as long as it is fertile and productive. When the topsoil is finally washed away and the soil becomes no longer produces the cultivation is shifted to another place after the same procedures. In the recent years as the pressure on land increases, the Jhum cycle reduces from 19/9 years to 5/4 years. There are pockets of the foothills where the slopes are not so steep and where terraced cultivation is practiced. Stream and spring are generally used for irrigating such cultivation. There are some areas in and around Churachandpur- Khuga valley where wet rice cultivation is practiced (Development profile of Manipur, 2011) The area under cultivation in 2006-2007 is estimated at 13.73 thousand hectares; with an estimated yield of 25.01 thousand tonnes, while the corresponding figures for maize in that year are 0.84 hectares, and 1.03 thousand tonnes respectively. Distribution of fertilizer (all sorts) is estimated at 505 tonnes, pulse, potato, pea, soya bean, ginger, pineapple, and chili are other agricultural products which are high of good taste and also exported to another district. Among the vegetable, mention may be made of cabbage, cauliflower, brinjal, tree bean (Yongchak) tomatoes and a wide variety of edible vegetables grown in the wild hills. Citrus fruits such a lime, lemon, and orange are found in plenty in the Tipaimukh subdivision. Because of the poor communication

32 Consumer Behaviour in Rural Market system, these fruits cannot reach the district headquarters and, therefore, exported to Silchar and its adjoining areas by boats through the Barak River. Other fruit products are guava, papaya, banana, pear, umla, plum, etc. Three progeny-orchard farms at Churachandpur (Tuiboung), Thanlon and Tinsong are responsible for distribution of fruit saplings to the needy farmers. To check soil erosion caused by shifting cultivation and to conserve soil programs on afforestation social forestry and permanent settlement of Jhumia families have already been taken up. The district has a partial share of the afforestation program in the catchment area of the Loktak Hydro Electric Project.

Veterinary & Animal Husbandry In 2008-2009, the district boasts of having 5 numbers of District Veterinary Hospital, 8 Veterinary Dispensaries, 7 Aid Centers, 3 crores breeding sub-center, 1 Epidemic Control Unit, 1 piggery farm. The district has 1 Artificial Insemination Centre where 90 in 2006-2007, and 39880 cases were treated in 2008-2009. The breakup of livestock population (2003 census) is as follows: (a) Cattle – 22,570, (b) Buffaloes- 5413, (c) Sheep-739, (d) Goat-4007, (e) Horse and Ponies-310, (f) pigs-31,039, (g) Dogs12110, (h) Mithun- 1305, and (i) Rabbits- 166. Among the livestock, Pig constitutes the highest population, followed by Cattle. The two are reared mainly for home consumption and for marketing purposed. Cattle and Buffaloes are also reared for ploughing paddy fields. Earlier poultry farming in the district was mainly for consumption, but in recent years peoples taken it as economic/ commercial one.

Electricity The district is endowed with a number of fast flowing The district is endowed with a number of fast flowing rivers and streams, many of which are suitable for generation of electricity. In fact, a number of projects have already been taken up in this

Socio-Economic Demographic (SED) of Churachandpur... 33 regard both at Central and State sector of all the power projects, the Loktak Hydro Electric Project is the biggest and the most important not only from the viewpoint of power generation but also from other infrastructure facilities it has given to the district and within and outside the state. In fact, it is one of the biggest power projects in North-Eastern India. Special feature of the project involved building of a barrage at Ithai on the Imphal River, construction of a power channel for a total length of 3347 km, of which 2287 km is open and 1.08 km is covered, and the construction of a powerhouse for housing 3 units having a total installed capacity of 105 MW (3 x 35). The project, which was intended to give irrigation facility to the neighboring districts by the methods of the lift irrigation system has already benefited a number of farmers in Churachandpur, Bishnupur and Imphal Districts. The project begins in 1978 under the plan and was commissioned in 1984 and is now running successfully (Development profile of Manipur, 2011) Other power projects under investigation and construction include the Loktak Down Stream with an installed capacity of 90 MW. The Tuivai Power project and the Khuga Dam project. Of the three, the khuga project is under construction and is expected when-completed, to irrigate 11000 hectors of land, to generate 1.5 MW of power, besides supplying drinking water to the people in around Churachandpur. In 2006-2007, the district has 3 DieselPower House, one 132/33 KV sub-station and another one 33/11 KV were providing electricity to 399 villages.

Industry and Allied Activities Due to lack of proper communication facilities and lack of the other infrastructure, the district is very poor in the industrial front. In the year 2005-2006, the district has registered industrial unit of which 8 are SIDO and one is Non-SIDO giving an employment to 68 people. Investment in P & M of the unit is estimated at 4.68 lakhs production value of which is estimated at 12.37 lakhs

34 Consumer Behaviour in Rural Market Numbers of the enterprise as per economic census 1998 in the district are recorded at 3160 giving an employment to 8506 people. Important types of industrial units/factories registered include woodworks, iron, and steel, ready-made garments, Ricemill, sawmill, flour mill, automobile servicing and repairing, embroidery, carpentry, etc. The establishment and enterprise are concentrated mainly in the town areas and other areas of easy communication, but the largest enterprise representative of the district which engaged a significant segment of the rural population is the handloom and loin weaving industry. It is mainly confined to the population. A sizeable product is marketed outside the district. Basket of various shapes and designs, hats, chairs and furniture are some of the cane and bamboo products in the district. The district industry center takes up various schemes on the development of small-scale industries, enterprise, factories in the district.

Road, Transport, and Communication The means of transportation and communication is not up to the mark. Many villages are still inaccessible by road in all sub-division of the district. All the sub-division headquarters are, however, connected by all-weather roads. In 2006-2007, the district has a total length of road is 3442.05 km, of which National Highway covers 273 km. The precipitous rolling mountains running from north to south with deep channels of streams in between make transport and communication from east to west extremely difficult and costly. Roads are the only means of movement and the district headquarter - Churachandpur town had been maintaining its inter-town and inter-town relations by surfacing roads as well as kacha roads. Several roads were constructed and were also connected to the different areas of the district. Of all the roads, Tedim road appeared to be one of the most important roads in the whole district (Development profile of Manipur, 2011)

Socio-Economic Demographic (SED) of Churachandpur... 35 Tandem Road: It was constructed by the British as a bridle path during 1893-94. The Tedim Road (Imphal-Lamka-SingngatBehiang-Falam in the Chin Hills of Myanmar (Burma)) passes through Churachandpur town. It was widened and constructed as the motorable road from Hiangtam Lamka to Tedim in Chin Hills in 1943 and has come to be known as Tedim Road. Moirang Lamkhai for Singngat including Behiang was declared as State Highways in 1992. The existing roads in Churachandpur town generally meet the Tedim Road diagonally and rectangular. The general pattern is a trellis. Tedim Road serves as a vertebrate road. It is seen that the volume of traffic along the Tedim Road is the highest as the frequency of buses is one bus for every 5 minutes on Tedim road. More than 69 buses are originating from Churachandpur to Imphal and this road bears a maximum number of traffic and vehicles of all kinds. Cycles and peddlers are the main traffic on all roads. Rickshaws do not ply in Churachandpur except locally called” Sihsakolkangtarai” due to the undulating topography of the town. Tipaimukh Road: This road was constructed as a bridle path in 1922. It was widened and the first time the passenger was introduced in 1977. This road was diverted to the southwest from the center of the town. Guite Road: This road was constructed as a bridle path from 1926 connecting Singhat and Pherzawl. It was widened and constructed as the jeepable road in 1960. This road serves to be “The Paradise of Politicians”. Sugnu Road: This road was constructed as a bridle path at about 1890. It was widened and constructed as motorable road and later upgraded as District Road. This road is supposed to be one of the most expensive and controversial ones in the whole district of Churachandpur. Kawl-Lamlan (Old Cachar Road): This road was constructed as from time immemorial. This road

36 Consumer Behaviour in Rural Market connecting from Nungba to Thanlon was constructed as jeepable road and a jeep was brought at Thanlon in 1965.

Climatic Condition Churachandpur district has a moderate sub-tropical to temperate monsoon climate varying from place to place depending on the density of rainfall and elevations. The hottest recorded lies along the foothills of Vangai Range and followed by the Leijangphai area near Thanlon. They are well known for forests and cereal crops viz chilies, oranges, and gingers. Records of temperature at selected centers in Churachandpur district may be mentioned as follows:- Rainfall: Maximum 4013 mm Tinsong, 1983; Minimum 7770 mm Geljang, 1986.Temperature (1969-91): Maximum 41’ Celcius, Thanlon; Minimum O ‘ Celcius, (Lamka) Churachandpur. Humidity (1969-91): Maximum 89% Thanlon, 1987; Minimum 20% Lamka, 1983.

Location of the town Churachandpur, the regional growth center, and the district headquarter as well as the largest urban settlement of the state after Imphal is the solitary township and the second biggest town in Manipur. The general elevation of the town is 920m above sea level. Churachandpur town is located in the northeastern corner of India in the middle of Khuga Valley rolling down from the western foothills of Tuitha River gently spreading over the river bank between the following hill. The surrounding areas of green corn fields, rows of pineapples, ginger areas on the hill slopes overlooking the valley mingle into the vast expanse of paddy fields. With the hills touching skyline, the whole landscape looks like “a kitchen garden”. Indeed, as a whole, Churachandpur district also presents fascinating and beautiful landscape, precipitous mountains on the skyline, thunderous waterfalls and dangerous, enraptured luxuriant greenery, murmuring streams and muttering streamlets, twittering brooks and creaky brooklets, enchanting fauna and fragrant flora, amazing orchids

Socio-Economic Demographic (SED) of Churachandpur... 37 and flavoring orchards, natural orchestra vibrating the nature, salubrious climate nurturing mankind and above all personalities of high caliber. Churachandpur town has seen a remarkable growth during the past few decades from a small twin village of few hutments in 1930 to a beautiful township in 1961. The importance of the town lies in its situational location at the foothills at 62 km away from the Indo-Myanmar boundary in the southern end of Manipur. In 1973, Churachandpur was divided into 12 wards and the town has been upgraded to the level of the municipality on March 27, 1980.’” Yet surprisingly, the Manipur Municipality Act, 1994, statutorily debars application of the Municipal Council in Churachandpur town as in the cases of the other seven municipalities in the valley of Manipur. The functions of Municipalities were given to the District Council with no proper provisions for maintenance of the town administration. Extending the Provisions of Manipur Municipalities Act, 1994 in the District Council areas will prove to be tending to cause harm to the tribal people because it is just being added for their safeguard without proper provisions. Insufficient statutory protection of the tribe would not only change the demographic situation of the town, but the town would come into hands and controls of non-tribals. Alienation of tribal land and other forms of exploitations of the tribes will be more evident in the near future.” Churachandpur town has only 28% of its people classed as main workers and 70% non-workers. About two-fifths of its workforce employed in agriculture and the remaining three-fifths in secondary and tertiary activities. Nevertheless, Churachandpur is an important religious and educational center for North Eastern India. There are 7 Bible Colleges and it also has 2 Government Colleges, 4 Private Colleges, 2 Higher Secondary Schools both with Arts and Science stream, and over 20 High Schools and 2

38 Consumer Behaviour in Rural Market Training Centers viz. District Institute of Education and Training (DIET) and School of Nursing (ANM/FHW). As many as 35 denominational groups have their base in Churachandpur town and its great denominational diversity could rightly earn it the nickname “Miniature America”. One can see church buildings at street corners and in prominent places throughout the town, a testimony to Churachandpur religious profile. Formerly, Churachandpur town is regarded as the only “Peaceful Town” unaffected by the specter of terrorism and extremism of the last 3 - 4 decades. Even though there are so many different tribes and so many organizations to zealously preserve ethnic identity that Churachandpur has even been called “the town or the land of presidents and secretaries”, there always exists a keen sense of healthy competition in the fields of education and employment and there are also no communication problems as people understood each of the dialects spoken, so that Churachandpur may be called “The Pentecostal Town”. It is often compared to Jerusalem in A.D 33 - when the Holy Spirit came upon the apostles and the language they spoke it was understood by the people speaking as many as fifteen (15) different dialects. Churachandpur town founded in the year 1930 by Pu Zenhang Valte and Pu Phungkhothang Guite, has grown from being small twin villages to a very beautiful town today. It is one of the fastest growing towns in the recent history of Manipur. It may not be a misstatement to say that the growth of the town is not so much because of Government patronage as the case in Sihzang of Myanmar as it has been because of the efforts of its own inhabitants. It is a combination of various factors that make Churachandpur the fastest growing town. It has been an important religious center, a business center, a seed of learning center or seat of institutions and civil administration. At present, there is one Government hospital (District Hospital) and one Private Hospital (Sielmat Christian Hospital) and also over 13 rehabilitation centers for Drug Addicts and HIV/ AE)S patients as mentioned below:-

Socio-Economic Demographic (SED) of Churachandpur... 39

1. Shalom with many branches in Churachandpur district.



2. Chief Medical Officer Continuum and Care Project



3. The Salvation Army Community Caring Program.



4. Joshua Inn (Joshua Home)



5. Gamnuam Christian Home (G.C.H)



6. Social Care Ministry



7. Happiness Centre



8. Sahara



9. Siloam Rescue Centre (SRC)



10. North Eastern AIDS Foundation



11. Indian Council of Medical Research (I.C.M.R)



12. Lamka Rehabilitation and Research Centre (L.R.R.C).



13. Grace Bible College Home- Based Care



14. District AIDS Office (DAO).



15. Love in Action



16. Community-Based Drugs and AIDS Program by DSSS



17. Medicines Sans Frontiers (MSF) -Doctor without border



18. Infected and Affected Network (IAN)



19. Tribal Network of Positive (TNP)



20. Manipur Network of people, Churachandpur



21. Belh-Saida, Vengnuam, Saikham Road; Lamka



22. Giledbam, Towna Road, New Lamka



23. Mahanaim Home, Rehabilitation Centre, New Lamka



24. Society for HIV/AIDS and Lifeline Operation in Manipur



25. Voluntary Confidential Counselling and Testing Centre



26. Manipur Evangelical Lutheran Church Care Project.

40 Consumer Behaviour in Rural Market

The People A. Demography and Literacy Churachandpur district is predominantly inhabited by the so-called Chin/Kuki/Mizo/Zomi/Zo tribes of North East India. Linguistically, they belonged to the Tibeto-Burman family of the Mongoloid origin. According to the mouthpiece of elders or legends, it is learned that these people hailed from the first three brothers-Songthu alias Chongthu (Chhawngthu), Songja and Zahong, who first dwelt in a cave or in a rock popularly known by the people as Khul/Sinlung/Chhinlung “ somewhere in China, the locations are not yet traceable by any scholar or Anthropologists.” Churachandpur district assumes an isolated entity not only in its geographical settings but also in people by virtue of the land. The main ethnic groups such as Zou, the Simte, the Paite, the Sukte, the Thadou, the Gangte, the Vaiphei, the Hmar, the Kom, etc. were in the surrounding hills. The Non-aboriginal groups of Indian origin locally called ‘Kol-leh-Vai/Mayang people’ and illegal immigrants from Nepal, Bangladesh (East Pakistan) and Myanmar (Burma) who had been migrated to Manipur have been contributing in part and partial in the making of the present day of people in Churachandpur district (Development profile of Manipur, 2011)

B. Human Resource Developments Churachandpur district of Manipur has been mainly occupied by the so-called Chin/Kuki/Mizo/Zo ethnic groups of the TibetoBurman branch of Indo-Mongoloid race. They came to the present area through different waves of migration and occupied the area where they could find suitable land for agriculture, besides consideration of their security. They occupied the land, which was either virgin or captures the land by driving out earlier settlers. But their migratory nature did not change, and as such, they went on changing the places of habitation. There was no permanent settlement, they make till the advent of British administration at the end of the last century. After the permanent settlement, they make their abode either on the hilltop or slopes maintaining a

Socio-Economic Demographic (SED) of Churachandpur... 41 defensive position. They developed local cultural traits, which were distinguishable from one another. However, it is worth to note that there are also some communities who are not indigenous to the district or the towns settle mainly in the urban area due to their socioeconomic engagements. These sections include the Marwari businessmen, Bengali, Bihari, Nepali, Muslim etc. These different communities have followed their own patterns of socioeconomic, though their numerical strength is negligible. Hence, different communities in Churachandpur district have not maintained watertight compartment relation in their socioeconomic life. Their mutual social relationship reflects social unity and harmonious ethnic relationship. This exhibits a close-knit society. Indeed, their social and religious custom is common with a little variation, but the Bengali, Bihari, the Meitei, the Muslim, the Nepali, etc. maintain a very distinct social customs due to their difference in religious practice. The advent of Christianity in Churachandpur district in the early part of the 19th Century had an excellent impact on the socioeconomic and cultural life of the people. Their mode of life was changed and their social structure was completely transformed. Besides, Christianity made them adaptable to western culture. Its impact on socioeconomic activity is also significant. Their mental horizon widened by its teaching and the superstitions and faith in spirit vanished. The Christianity spread education and gave them a lesson of love, sympathy and a sense of value that were completely missing during their traditional life. As they lived for many ages in a wellknit society and their life being inspired by Christianity, there is no caste or class or the egalitarian perception has made them classless and tasteless. The community life is comprehensive and free from any rank or statues consciousness. They participated in all Social or Religious function as a member or as a representative without any consideration of social hierarchy.

42 Consumer Behaviour in Rural Market The festivals such as Christmas, New Year, Kut festival etc. have promoted community feelings and have helped in influencing the attitude of the people. Thus, the community feasts and festivals have widened the boundary of community life. But after the advent of Christianity, most of the festivals like Pawlkut, Mimkut, Tangkut or Khawdo Pawi etc. disappeared. However, in their social life, animal sacrifice, arranging feasts, offering drinks and inviting a large number of guests are still the common cultural phenomena of the people. The community life of Churachandpur district is deeply an agricultural activity and their economy is dominated by agriculture, which invites the whole community to share both pleasure and pain. This main occupation is an ideal one and the people helped the poor, hungry and the needy persons. This gives birth to socio-cultural and economic unity. At present, there are more than 80% of the total populations engaged in agriculture and related activities. The age-old traditional system of agriculture is jhuming (Slash and burn). The agricultural land used pattern in the district is the result of the interaction of the physical and historical-socio-economic factors. The development of agriculture depends upon physical and social-cultural processes in which relief, the fertility of soil, the gradient of the slope; drainage system and climatic condition play a pivotal role. Since the pattern of agriculture differs in mountains, plateaus, plains, valley flanks, and flat plains and so on. The human factors like the duration of the occupation of the area cropped, the density of population, socioeconomic milieu and technological development and its applications in land utilization are equally important in the study of land use pattern. Out of total geographical area of 4, 57,000 hectares in Churachandpur district, the area reported for land utilization may be noted as: Total crop areas are 1,96,700 hectares while the area under forest is 20,376 hectares. Out of this, barren and uncultivable land includes 8,800hectares. All the areas of the district, excluding reserve forest, streams, riverbeds, roads, town and villages including very steep

Socio-Economic Demographic (SED) of Churachandpur... 43 slopes are used for shifting cultivation. This is a primitive system of land use on the hill slopes of the mountainous region, in the hill slopes is cleared of grasses, vines, and small bushes during the dry season. The field plants are left to dry for a month or so and burnt thereafter. This system is also known as the “Slash and Burn” system of farming. Any area of the land for other purposes, however, rests with the government. In the jhuming, no permanent tenancy system is possible as the jhum land changes from time to time or year-to-year. While selecting the site, references are given to the land that is sunnier and was less weed with growing, land facing east and level land that does erode. The method of cultivation used in Churachandpur district is almost primitive. In most cases, the modern scientific methods are almost impossible under the prevailing geographical constraints. Agricultural tools and implements like duo, ax, hoe, chisel, etc. are age-old ones. Thus, agriculture is still in an infant stage and it is not a viable area agriculturally. The cereals produced here can hardly meet the requirement for a few months, and for the rest of the month of the year, the district has depended on imports from other districts or states. As a result mixed cropping is very commonly practiced with jhuming in the district. A variety of mixed crops like paddy, maize, cotton, yam, ginger, chilies, cucumber, watermelon, and other vegetables are widely grown. Agricultural production in Churachandpur district is mainly oriented towards the attainment of self-sufficiency and there is absolutely no tendency to preserve surplus stock for sale or in exchange for better amenities. Thus, the surplus food grain is utilized not for material gain, but for humanitarian purposes and in performing various types of ritual feasts. Though agriculture continues to be the main economy of the district, yet till today double cropping system is practicable only in the valley or in some of the plain areas where a settled form of agriculture is prevalent. Shifting cultivation is commonly practiced in the

44 Consumer Behaviour in Rural Market district. The success or failure of the crops depends almost entirely on the capricious rainfall. Nevertheless, it is said earlier that they practiced terrace and wit cultivation on hill slopes by making artificial channels and shifting (jhum) cultivation on the hills as well as wet cultivations with a wooden plough and Bullock or buffalo in some of the hills and plains. The jhum cultivation is wasteful as it destroys the forest, erodes the soil, diminishes fertility and yields fewer productions. Hence, men folks also engage themselves off-seasons in subsidiary occupations of blacksmith, bamboo and cane work and also other handicrafts for their own requirements. But female workers are much interested in their domestic weaving and embroidery work than agriculture work in the fields. Thus, a wide range of colors and designs produced on looms and the textile weaving seem to have become a sacred duty of compulsion among the ladies. In the real sense of the term, the total population of Churachandpur is the human resources with the youth groups as the potential future manpower resources. The district is rich in its manpower resource with 2, 28,707 in 2001 as per the census of India. “Then the working population is estimated to be only 28 percent of its people classed as main workers and 70 percent non-workers. About two-fifths of its workforce is employed in agriculture and the remaining three-fifths in secondary and tertiary activities ( Neihsial, 1996).

3 Consumer Profile in Manipur Introduction Manipur as one of the eight sisters of the northeastern region of India is an isolated hill state stretching between longitude 93.03* east and 94.78* east and latitude 23.80* north and 25.68* north. It has a charming place encircled by nine hill ranges on all sides with a small and beautiful oval valley at the center. The state has 352 km long international border with Myanmar (Burma) to the southeast and 502 km borders with the adjacent state of Nagaland in the north, the Cachar district of Assam in the west and Mizoram in the south and southwest. The latitude of the state above the sea level varies from 790 meters to 2020 meters. The population of the state is 27, 21,756 registering a population density of 107 /sq km, the population increased from 5.51 lakhs during the decade 2001-2011. There are 33 schedule tribes of different ethnic groups presenting complicated socioeconomic phenomena. There is an apparent disparity in the level of income and consumption among the rich and poor, between the Urbanite and the rural poor, the public living in the hills and the valley (Development Profile of Manipur, 2011) Manipur lies in the easternmost corner of India and one of the eight sisters of the northeastern state. POL (Petroleum products)

46 Consumer Behaviour in Rural Market requirement of the state is mainly taken care of by the integrated setup Indian Oil Corporations Limited (IOCL) in Manipur. With the marginal presence of NRL (Numaligarh Refinery Limited), BPCL (Bharat Petroleum Corporations Limited) and Essar (Pvt. Oil Co.) in the retail sector. All defenses, paramilitary, state police, etc., requirements are totally looked after by the IOC in Manipur. POL product input to Manipur is mainly supplied from a location in Tinsukia and Nulamaligarh in Assam. Input for LPG is from Lakua and Nulamaligarh in Asam, POL products are transported in POL tankers of different capacity mainly passing through national highway (NH) 39 Imphal- Dimapur and NH 53 ImphalSilchar. The state annual requirement of POL product like LPG is around 16797 metric tonnes, petrol 21441 metric tonnes, Diesel, 5 1261MT, kerosene 19762MT Bitumen 9986MT, ATF (aviation turbine fuel) 3508 MT and lobes 422MT. Manipur has a total rice cropping area of 233400 hectares with the average annual rice productions around 521 tonnes. Since the state requirement is around 621.65 tonnes of rice, the shortfall is filled with rice supplied by the food corporation of India (FCI) and the remaining other grocery items about 90 % is imported from the neighboring state. The state and central government are initiated to minimize the scarcity of essential commodity by way of setting up a rail fed depot and go-down in Manipur. Manipur is known for the scarcity of the petroleum products, in every socioeconomic disturbance in the state, there is a shortfall of the products, the profile on demand and supply of petroleum products are enclosed herewith:

Consumer Profile in Manipur 47 Table 3.1: POL supply location in Manipur, 2017 POL Products Capacity Oil company

Supply location Imphal Depot located at Chingmeirong & Malom, Imphal Imphal AFS located at Imphal Airport Sekmai Bottling Plant at Sekmai

IOCL

MS (Petrol)

SKO (Kerosene)

HSD (Diesel)

1150

2528KL

2483KL

AFT (aviation Turbine Fuel)

LPG

600 MT

LOCL

600 MT

LOCL

Source: Indian Oil Corporation Ltd, 2011



• Bitumen & other POL products requirement of the state is supplied directly to the customers from IOCL supply in Guwahati, Tinsukia etc. Table 3.2: Distribution Network of POL in Manipur, 2017 Sl No.

Oil Company

Particular

IOCL

NRL

BPCL

Essar

Total

1

Bulk Depot

1

0

0

0

1

2

AFS (Aviation Fuel Station)

1

0

0

0

1

3

LPG Bottling Plant

1

0

0

0

1

4

Retail Outlet (Petrol Pump including Kisan Seva Kendra)

35

5

2

4

66

5

SKO dealership

37

0

0

0

37

6

LPG Distributionship

29

0

0

0

29

Source: Indian Oil Corporation Ltd, 2011

48 Consumer Behaviour in Rural Market Table 3.3: District-wise Retail Outlet, SKO Dealership & LPG distributionship network in Manipur, 2017 District

No. of Retail Outlet (All Oil Company)

No. of SKO Dealership

No. of LPG distribution

Imphal West

23

8

9

Imphal East

18

7

4

Thoubal

8

6

3

Beshenpur

3

3

3

Tamenglong

3

2

1

Churachandpur

3

5

2

Senapati

4

2

4

Ukhrul

2

2

1

Chandel

2

2

2

Source: Indian Oil Corporation Ltd, 2011 Table 3.4: Consumption of POL product during the last three years in Manipur, 2017 Year (April-March) POL Products

2008-09 (MT)

2009-10 (MT)

2010-11 (MT)

LPG

15211

17282

16797

MS

18092

20112

21441

HSD

37808

42786

51261

SKO

20221

20174

19762

Furnace Oil

597

105

0

Bitumen

8235

11041

9986

Lubes

294

328

422

ATF

1811

2613

3508

Source: Indian Oil Corporation Ltd, 2011

IOCL has proposed to set up a rail fed depot in Manipur in the near future. Scarcity in the availability of POL products, especially petrol, diesel & Kerosene in Manipur will be minimized once the project of rail fed depot is completed. IOCL in their maximum

Consumer Profile in Manipur 49 capacity is working 24 x 7 to make the POL products available in every nook & corner of the state. The major issue in Manipur is that the buyers are largely less educated (less marketing education). They get lost in the milieu of slightly different commodity in the imperfect market. Here, preference has stronger appeal and bearing; and becoming the deciding factor for strength of purchase without knowing or little knowing the product which is overshadowed by preferences. In another word, the consumer movement needs a proper understanding on the part of the buyer; we are dealing with human beings. Life goes on because we do not die, but life has its own norms defined by our own consciousness, the norms which have been “socially edited” are those norms which stood the test of time and norms which constitute our identity. As such practical manner is our identity when we fail in presenting ourselves in the best manner; we suffer terrible pain of inward disgrace.

Rising Importance of consumers’ movement in Manipur As a big community (Manipur) in the region said to be proud of a fine culture, social tradition, and political administration, we have degenerated to such an extent that we are in complete disarray and the wilderness. The greatest loss is a loss of self-respect and self-confidence. Of course, here and there, you come across a few lines isolated events which attract the short live respect. You have to look at your own face and ask a few questions as a consumer.

• Are we conscious of safe drinking water?



• Are we conscious of the sanitary toilet?



• Are we conscious of solid waste?



• Are we conscious of the open game of underweight of fish retailers?



• Are we conscious of the unabated trend of the use of alcohol, pan, Jarda, Khaini, and a cigarette?

50 Consumer Behaviour in Rural Market

• Are we conscious of heavy loss and the consequences of sumptuous Khana/meals where flies have unlimited freedom to play?



• Are we conscious of the place of urination and spitting?



• Are we conscious of slow poisoning of foul smell?



• Are we conscious of the drugs whose of life has expired?



• Are we conscious of the skin disease likely to be caused by the used of shirts and pants?



• Are we conscious of the colossal loss on the socioeconomic fronts created by power failure?



• Are we conscious of the alarming impact of unfinished sewerage plan in Imphal area on delicate health?



• Are we conscious of the sub-standard teaching in very expensive learning shop?



• Are we conscious of heavy premium paid by us on account of bandhs and blockades?

Where do you stand as a member of the Consumers’ Club? Are you an ideal member of the club who maintains at least a few standards in your day-to-day life? What is an identity as an ideal consumer? Forget “ideal citizen”. As a more rational human being do you really know how to eat, where to spit, where to urinate, how to talk and how to sleep? It is very interesting to note that the literacy rate of Manipur is 74%, which does not translate into defined manners of civilization. Remember a civilized society is governed by civilized manners and traditions (Mohendro N, Consumers’ Club, and Manipur Souvenir 2009). You are what you speak. You are what you eat. Yes, life goes on because we don’t die. But life has its own norms defined by our own consciousness; the norms which have been “socially edited”, the norms which stood the test and the

Consumer Profile in Manipur 51 norms which constitute your identity. As such your practical manner is your identity. When we fail in presenting yourself in the best manner, we suffer terrible pain of inward disgrace. Well, what is the consumer movement? Any consumer movement has three board components; (a) Basic message (b) consumer organization and (c) Institutional mechanism. Besides, local variations, initial conditions, and level of development have a strong bearing upon the response. Remember response is culture-linked and fashion-determined. You fail to change yourself before you change the society. In Manipur by and large people hardly feel they are a consumer. They feel that they are a buyer. Buying as a consumer is different from buying as a buyer. The buyers do not ‘create’ but they destroy while the consumers do both ‘destruction’ and ‘creation’. We have been taught the basic rights of consumers highlighted by the Consumer Protection Act 1986, just for academic consumption within four corners of a big hall. The moment we go out the old mindset comes in. Here is one suggestion. If you want to control outputs, first you have to control inputs. This boils down to a long-term intervention. The major issue in Manipur is that the buyers are largely less educated (meaning, less economic education). They get lost in the milieu of slightly different commodities in the imperfect market. Here preference has stronger appeals and bearing; and becomes the deciding factor than anything else. Knowing or unknowingly your wisdom, your education, all have been overpowered by ‘preference’, a strong emotional reaction which overrides everything. In another word, the consumers’ movement needs a proper understanding of the psychology of buyers’ long run we are dealing with human beings. Grooming of cadres of market players? May I also suggest an effective common platform of consumers’ organizations, concerned department of the government, Chamber of Commerce, transporters and

52 Consumer Behaviour in Rural Market police? We should avoid solo dance in consumers’ movement. Go together, sew together act together. The challenge is how to convince the hardened wayward buyers that they are too rough on the wrong side. Ignorance could be your defense in the 19th Century, but no longer today, as life has no ‘back gear’, you will feel criminally left out.

Consumer Education Profile in Manipur The right to Consumer Education is one of the guaranteed rights of the consumers. The law for the protection of these consumers as understood ordinary is to augment the right of the buyers in relation to the sellers. But another dimension of consumerism is not the violation of the right of individual consumers, but the welfare of all the consumers in the sense that everyone is a consumer. Many times, the consumer does not realize that the very environment in which he lives, works and move about, has a direct relationship with his life and limb. The constitution of India guarantees the right to live as one of the fundamental rights of Indian people. The state cannot deprive of the right to life, except according to the procedure established by law. Moreover, raising the level of nutrition, the standard of its people and improvement of public health is the primary constitutional duties of the state. It is pertinent to point out here that the right to a healthy environment is declared to be one of the rights of the consumers, by the International Organization of Consumer Union (IOCU). The right to a healthy environment means the right to a physical environment that will enhance the quality of life. The right involves protection against environmental problem over which the individual consumer has no control. It acknowledges the need to protect and improve the environment for present and future generations. This right to a healthy environment is also included in the United Nation Charter of Human Right. Reading together the right to life which is guaranteed by the constitution of India

Consumer Profile in Manipur 53 along with the right to a healthy environment has been declared by the IOCU, the right to the healthy environment becomes a component of the right to life. The consumer cannot be isolated from the environment surrounding him. The surroundings in which he lives and works is vital for him. He cannot help but consume what is around him. It is necessary that the surrounding and environment must be made healthy. In fact, a healthy environment is the very basis of human rights. But today, the environment is becoming contaminated due to various human activities and cigarette smoking is one of the serious causes. The manufacturing of cigarette comes forward with all sorts of advertisement like ‘Four Square’, ‘Live Like a King Size’; Wills Navy Cut: ‘Made for Each Other’; ‘Nothing Comes in Between You and Panama-Not Even a Filter’, They are Goods to the Last Puff’ so on and so forth. Such advertisement tempts the consumers to go ahead. No doubt statutory warmly is printed on the cigarette packets, but it is not enough. The consumption of beedis in India is far more than the consumption of cigarette. The consumption of beedis in India is far more than consumption of cigarettes, but the not statutory warning is printed on the beedis bundles. Sale and consumption of loose cigarettes are common and such buyers escape the reach of such warnings. As a result, the statutory warning is limited to only the limited ones who buy cigarette packets. Still, more tobacco companies sponsor sports events like ‘Charminar Challenge’ or ‘Will Trophy’ etc. Further, the use of tobacco based toothpaste is also habit-forming. It has been reported that some women became addicted to consuming one tube of toothpaste every day. The state is to handle the problem in a balanced scale, i.e. on one hand, the interest of the manufacturers or producers cannot also be ignored, on the other hand, the lives of the people cannot also be allowed to be jeopardized for business gains. The state is to impose reasonable restrictions in the interest of the general public. The production of the interest of the general public must be the paramount consideration.

54 Consumer Behaviour in Rural Market It has been scientifically confirmed that tobacco is a silent killer. Smoking contaminates the purity of the atmosphere. It harms not only the smoker alone, but it also causes all the more health hazards to the passive and second-hand smokers, i.e. the person who does not smoke himself, but unwillingly inhaled the tobacco smoke ejected from the smokers. It has been scientifically settled that passive smoking leads to increased risk of lung and nasal sinus cancer, heart attacks, irritation of eyes, nose, and throat. Passive smoking is proved to the danger to the children and also for the pregnant women as well. The parliament of India considered it to be expedient to enact a comprehensive law on tobacco in the public interest and to improve public health by prohibition of cigarette and other tobacco products which are injurious to health. With a view to improve the public health, and also to curb the advertisement of tobacco, by regulating its supplies, distributions, and productions. The law enacted is called the Cigarette and Other Tobacco Product (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply, and Distribution) Act 2003. Rules have also been framed by the Central Government in the Year 2004 with the latest amendment in 2008 providing the ways to give effect to the provision of the Act. The Government of Manipur Secretariat, Health Department has also released a circular under memo No 25/4/2009-M (Misc) dated 27.05.2009 making it known to all by publication in the official gazette that the prohibition of Smoking in the public places Rules. 2008 has come into effect from 2.10.2008 and authorized officers are designated to enforce the ban on smoking in the public places and they authorized to impose and collect fine up to Rs 200/- for violation of the ban on smoking in any public places. The law may be summarized as follows:

1. Smoking is prohibited in all public places in India from the 2nd Oct. 2008

Consumer Profile in Manipur 55

2. Public places include auditoriums, hospital building, health institutions, amusement center, restaurant, hotels, public offices, court buildings, educational institutions, libraries, public conveyance, open auditorium, stadium, railway station, bus stop/stands, workplaces, shopping malls, cinema halls, refreshment room, coffee houses, pubs, bars, and airport lounge



3. Any violation of this act is a punishable offense with a fine up to Rs 200/-



4. However, a hotel having 30 or more rooms or restaurants having a seating capacity of 30 persons or more and in the airports, provision may be made to provide a separate smoking area or space, for the smokers.



5. The owner, proprietor, manager, supervisor or in-charge of the affairs of a public place shall ensure that:-



a. No person smokes in the public place under his control



b. A board is displayed of a minimum size of 60 cm X 30 cm with the message of “No Smoking Area-Smoking here is an offense” at the entrance of the public places and conspicuous places inside.

Every one of us rich or poor consumers, i.e. one who consumes. We all are the consumers of the natural resources of air and water. Making the air unpolluted is one of the primary duties of the government as well as the people. It is the need of the hour to impart consumer education not only for the affected individual consumers but also for the people in general, the consumers must be sensitized to the importance of maintaining a clean environment. The government must also strive to promote public health to implement the people right to life, of which the right to a healthy environment expresses an important component.

56 Consumer Behaviour in Rural Market The World Health Organization (WHO) selects the theme “Tobacco Health Warning” for 20th World No Tobacco Day 2009 on the 31st May 2009. Every person who is directly or indirectly in the production, supply, import or distribution of cigarette or other tobacco products (i.e. cigars; cheroots; beedis; cigarette; tobacco; hookah tobacco; chewing tobacco; snuff; pan masala or any chewing material having tobacco as one of its ingredients by whatever name called, gutka and toothpowder containing tobacco), shall ensure that every package shall carry specified health warning in front of the pack with pictorial representation. The warnings to be displayed are “Smoking Kills”; “Tobacco Kills “and “Tobacco causes Cancer”. The Director-General of WHO says “we hold in our hands the solution to the global epidemic that threatens the lives of million men and children during this century”. Tobacco health warnings are a big part of the solution. Tobacco health warnings, especially those that include pictures have been proven to motivate users to quit and to reduce the appeal of tobacco for those who are not yet addicted. Nicotine is a highly addictive substance, warning people about its true risks can do a long way towards reducing tobacco addiction, requiring a warning on tobacco packages, is a simple, cheap and effective strategy that can vastly reduce tobacco use and save lives. Now is the time to act.

Consumer issues relating to Telecom Services in Manipur Telecom service is the provision telephone facility service which is made available to the potential users. The Consumers Protection Act 1986 defines and enumerates services. It is defined to mean services of any description which is made available to the potential users and includes purveying of news or other information which are rendered not free of charge or not rendered under a contract of personal service. A consumer is a person who hires or avails of any services for a consideration which is paid

Consumer Profile in Manipur 57 or promised or partly promised or under a system of deferred payment and includes any beneficiary of such services other than the person who hires or avails of the service. The facility of a telephone connection that is produced by the telecommunication department to a consumer becomes a service provided to the consumer as defined in the consumer protection Act 1986. A person who avails of the facility of a telephone connection is required to pay installation charges at the time when the telephone is firstly installed and thereafter periodical rental charges as well as charges for the call made by him are payable from time to time a subscriber who has been provided with a telephone facility will fall clearly within the scope of the definition services and impossible to escape the consequences as laid down in the Consumer Protection Act 1986, when the service rendered is deficient within the meaning of the Act. A service will become deficient within the meaning of the act, when there is any meaning imperfection, shortcoming or inadequacy in the quality, nature, and manner of performance, which is required to be maintained by or under any law for the time being in force or has been undertaken to be performed by a person in pursuance of a contract or otherwise in relation to any service. There are various touches related to telephone service in its operation in Manipur. Telephone service is indispensable for various reasons. One important reason is that Manipur is a landlocked state and communication is very difficult. Dissemination of information has been very difficult and telephone has been an important medium of communication. Even the examination result of matriculation examination was done by the telephone exchange. The modern added features of STD/ISD

58 Consumer Behaviour in Rural Market facilities have lightened the load of postal communication and people’s trust for the telephone facility has been increasing. The development of road widening operation has been causing serious hazards in rendering telephone service frequent flood as well as excavation works have been obstructing the telephone services coursing annoyance to the consumers. There is another havoc of disconnection of telephone services due to non-payment of outstanding bills. On rare occasion, due to technical failure of computer, device, there could be excess billing causing anguish to the consumers. There have been numerous cases of the telephone being rendered out of order for a long time and that has not been attended to in spite of complaints. The telecom department facilities the consumer to avail of the faulty booking system at any time by telephone line from any telephone and the calls are free. There is a system of Conventional Telephone Adalats where grievances of the subscriber attended to. It is a very useful forum for redressing of the grievances of the consumers who are victims of excessive billing, unjustified disconnection, and making a telephone out of order and not attended when complaints are made. The Forum of Telephone Adalats is prescribed in the Indian Telegraph Act and the office of Telecom department has been hearing the grievances and attending to the problems of the consumers. The consumer protection act, 1986 is a socioeconomic legislation and the same has been passed for the protection of the interest of the consumers in a better way has been given earlier by other laws, for the welfare of the consumers. The act is passed to supplement the laws in force for the consumers. Therefore, the Redressal for a consumer under the consumer protection act, 1986 has become a watchdog to the grievances of the consumer. One of the important rights of the consumers is the right to be heard i.e. the right to be assured that consumers interest must receive due

Consumer Profile in Manipur 59 consideration at appropriate levels. After passing of the act the Telecom Department is now under a duty to hear the grievances of the consumers and shall see the consumers’ interest receive due considerations at the level of the department. When such procedures are exhausted and still the grievances of the consumers is not redressed, and then the consumers can knock the door of the District Forum for justice. The District Forum of the District in Manipur has started functioning since the year 1990 and various complaints have been filed against the telecommunication department. Many cases have been filed and various judgments have also been passed including compensation against the department. It is good that the controlling mechanism of the district forum has been responsible to streamline the defective working of rendering of the district forum for a time of 5 years, starting from 2006 the number of complaints the telecom department is almost reduced to nil due to the sincerity and dutifulness of the department and due to consumer satisfaction is the motto of the department. It is in the service of the consumers that the departments have been installed and such consumer worry is the department worry. The honesty and civic sense of the consumer is also to be cultured. At present, mobile phone services are available from many private enterprises and the resultant effect is that many subscribers exploit the situation and used their telephone without payment of the bills and ultimately get them disconnected and numerous consumers are defaulters of non-payment of bills. A huge amount of dues is due to various consumers and they must know the implication of law that unpaid amount of due bills can be recovered in the same way as recovery of arrears of land revenue against them. There is no observance of duty by consumers. In order to evade payment of the due bill, a consumer often applies for a new connection of telephone in another member of the family, although they belong to the same. These are some of the

60 Consumer Behaviour in Rural Market undemocratic behaviors of the consumers toward the telephone department. The consumer protection act is a milestone in the life of the consumers, but consumers have much to observe duties as well, then to claim rights. If a consumer files a complaint which is vexed and frivolous the consumers may be required to pay the cost to the opposite party meaning thereby a very useful act cannot be misused by the consumer. The telephone department’s load is not lighter even when mobile services are thrown, opened to private companies. The effective functioning of the department depends largely on the sincerity of the officials functioning at different levels and also the consumer, voluntary involvement is giving encouragement to the department to enable it to serve better. Better service means to keep the people satisfied and the necessity to knock the door of the consumer court may arise seldom.

A Brief profile of Consumers in India According to the 2001 census, India has a population figure of 1128 million (or more than 1billion), of which 584 million are male and 544 million females. The sex ratio was slightly skewed with 54.46 (933 females per 1000 males) except in the state of Kerala, where it is 1058 females per 1000 males. According to the census, 2011, the population density around 366 persons per square kilometer, and is expected to rise by 19% over the next decades. In the Hindi speaking State of Uttar Pradesh, Bihar, Madhya Pradesh, Rajasthan, and Himachal Pradesh the population is expected to grow by 55% in the coming decade, while in Southern India, population growth is expected to be around 14%. India is the most densely populated countries in the world. With population passing the 1billion mark, very little of the

Consumer Profile in Manipur 61 country’s surfaces are uninhabited. The only uninhabited areas are the high altitude of the Himalayan Mountain and the western area of the Thar Desert. About 50% of India’s populations are reported to be living along the fertile Gangetic Plain of India. Traditionally, the river Ganges supported a thriving populace, and this pattern has continued.

Customer Growth in India: 1901-2017 Table 3.5: Structure of Indian Customers as per census 2017 Broad age groups (years) Residence Total

Rural

Urban

Sex

0-4

Total Male

5-9

10-14

0-14

15-59

60+

15-64

65+

9.7

9.2

10.5

29.5

62.5

8.0

65.2

5.3

9.4

10.7

30.0

62.2

65.0

7.7

65.0

5.0

Female

9.5

9.0

10.3

28.8

62.8

8.4

65.5

5.7

Total

10.3

9.5

11.0

30.9

61.0

8.1

63.7

5.4

Male

10.5

9.7

11.3

31.5

60.7

7.8

63.4

5.1

Female

10.1

9.4

10.8

30.3

61.3

8.4

63.9

5.8

Total

8.2

8.3

9.0

25.52

66.6

7.9

69.4

5.1

Male

8.3

8.6

9.2

26.1

66.2

7.6

69.1

4.8

Female

8.0

8.1

8.8

24.9

66.9

8.2

69.7

5.5

Note: total percentage may not add to 100 on account of rounding in broad age group Sources: http://www.censusindia.gov.in/vital_statistics/SRS_Report/9chap%20 2%20%202011.pdf

Age of the customers is the most significant factors that have profound influences on the buying behavior. The table indicates that maximum numbers of the customers were in the age group of 15 to 59 and also the projection reveals that more than 60% of total customers will fall in this age group so like the earlier years in Indian the marketers would be required to focus attention on three important segments of the market that are adults, teenagers and the market for the middle age persons. It is a challenging task to serve market segments as their needs are radically different from one another. In such circumstances, it would be desirable

62 Consumer Behaviour in Rural Market for the marketer to concentrate on teenager and adult market segments as they are more profitable in comparison to another market segment. Table 3.6: Density of customer: State-wise in India, 2017 Sl. No.

State

Area sq.km

Density 2011

Density 2001

-

Indian (Average)

3,287,240

382

324

1

Delhi

1485

11320

9340

2

Chandigarh

114

9258

7900

3

Puducherry

490

2547

2034

4

Daman and Diu

111

2191

1413

5

Lakshadweep

30

2149

1895

6

Bihar

94,163

1106

881

7

West Bengal

88,752

1028

903

8

Kerala

38852

860

819

9

Uttar Pradesh

240928

829

690

10

Dadra and Nagar Haveli

491

700

449

11

Haryana

44212

573

478

12

Tamil Nadu

130060

555

480

13

Punjab

50365

551

484

14

Jharkhand

79716

414

338

15

Assam

78438

398

340

16

Goa

3702

394

364

17

Maharashtra

307713

365

315

18

Tripura

10486

350

305

19

Karnataka

191791

319

276

20

Andhra Pradesh

275045

308

277

21

Gujarat

196244

308

276

22

Orissa

155707

270

277

23

Madhya Pradesh

308252

236

258

24

Rajasthan

342239

200

236

25

Uttarakhand

53483

189

196

26

Chhattisgarh

135192

189

165

Consumer Profile in Manipur 63 27

Meghalaya

22429

132

159

28

Himachal Pradesh

55673

123

154

29

Nagaland

16579

119

103

30

Manipur

22327

115

109

31

Sikkim

7096

86

120

32

Jammu and Kashmir

222236

56

103

33

Mizoram

21081

52

76

34

Andaman and Nicobar Islands

8249

46

46

35

Arunachal Pradesh

83743

17

13

Source: http://www.census2011.co.in/density.php/7

The concentration of the consumer in a particular state indicates that this is only possible due to the peculiarity of the state. The table reveals that in a few state densities of consumers as per sq. a kilometer is more while other states it is near to 10. In the states and UTs like Kerala, Pondicherry, Lakshadweep, Delhi and Chandigarh density of population is between 500 to 11320 while in the states/UTs like Arunachal Pradesh, Himachal Pradesh, J&K, Mizoram, Nagaland and A&N Island density of consumer were per sq. a kilometer is below 100. This situation tells us that in states/UTs where the density of consumers per sq. a kilometer is higher there are more demands of all types of items and can expand their market share by making product differentiation in comparison to others states/UTs.

Age Group Composition and their Behavioural Patterns As one segment in the Indian market by age groups, it gives rise to some new consumer segments known as teens, teenagers, young adults, and a Baby Boomer and so on. In general, they show many diversities as well as offer new opportunities from the points of view, as discussed below (Majumder R, 2010):

64 Consumer Behaviour in Rural Market

Infants The present generations of young parents are spending more money on their children below 6 years of age. With higher disposal income, families are obviously spending large amounts on baby care items, and therefore, there is a booming market in such product categories.

Teens A new segment in the age group of 8-12-year-olds, known as teens has emerged. Due to increased awareness through television and outdoor advertising, the teens have assumed an important role in a family purchase decision. By nature, they also have mastered the art of nagging their parents into buying many products they find with their friends or neighbors, sometimes, they make their parents buy a product on impulse purchase during a visit to a shopping mall or a conventional market. In particular, they make their influence felt even after the purchase of many household items, apart from natural children’s products like toys, chocolates, instant noodle or breakfast cereals. These teens have a penchant for handling many hi-tech gadgets in a much better fashion than some of their parents. They are more conversant with operating a mobile phone, TV remote, DVD player, personal computers, etc. In general, marketers are realizing the growing importance and influence of this segment on the family purchase.

Teenagers Teenagers (aged 13-19 years) like to buy books, music CDs, branded shirts, footwear and are fond of watching films and socializing with friends. This is the cell phone era in India. Teenagers are heavy users of valued added services like SMS, downloaded music, ringtone downloads, and cricket score updates. In urban society, teenagers are invariably given some pocket money by their parents whom they use for buying prepaid SIM cards, personal use product, apart from travel and entertainment.

Consumer Profile in Manipur 65 College-going teenagers in India are fond of frequent coffee bars, restaurants, and city centers, which have become a new focal point for socializing. Teenagers are also the regular visitors of multiplexes and entertainment zones. This age group is extremely conscious of their facial and physical looks. This lead to demand for skin care products and, in general, for many health and nutrition-related goods.

Young adults In the new company, India’s young adults are generally busy with making their careers, looking for better job opportunities, coping with stress and businesses of this world, and finding a life partner. Therefore, they have little time (“I’m busy” or “I’ve no time at all” is their reply) to participate in the social or political movements as seen in the pre-Independence period in India. Political activism and issue such as the green movement are now the preserve of Non-Government Organization. In recent days, consumers in India are at the point where there is a multiplicative effect of income growth aspiration to the consumer and a change consumption friendly ideology/social discourse across the income board. Hence, the buying behavior of the rural consumer has become a hot topic for discussion. In recent days, consumers are enthusiastically consuming everything from shampoo to motorcycle and “rural predilection’s’’ is being considered as one of the significant topics of market analysis, Besides, knowing well that purchase decision in Indian household has become a collective process with women and teenage children playing a major role on product and brand choice, decision making has become a joint process in the family, women are the initiators or product evaluators, men are the financiers and children are the influence. In the Indian Market, demographic report 1998(NACER) has estimated that the rural market for the consumer durable is being

66 Consumer Behaviour in Rural Market worth around Rs 4500 crores with an average annual growth rate of around 8%. It is growing steadily and the recent estimate reveals that it is bigger than the urban market in both FMCG (63%) shares of the total market and durable 59%. The annual size of the rural market in value term is currently estimated at around 50,000 crores for FMCGS Rs, 500 crores for durability, 45,000 crores for automobiles. The market analysis feels that the rural market is vital for the growth of the companies. In the case of Unilever Hindustan the largest FMCG Company in the country, more than half of its annual turnover of Rs, 9954 crores comes from the rural market. The situation is similar to the company’s manufacturing of dry cells, wristwatch, cassette recorder soap, tea and many others. Marketing is all about knowing the consumer. Rural consumers are fundamentally different from their urban counterparts. And different rural geographies display considerable heterogeneity and hence it requires rural-specific and region-specific of consumer behavior for understanding the rural consumer to know well that to what extent the consumer welfare is being enjoyed by the rural consumer. The knowledge and understanding of rural consumer behavior lead to consumer protection and welfare, which is synonymous with the concept of economic welfare. Hence, keeping the view of the vital goals of consumer welfare, a micro level survey has been initiated to observe, understand and analyze the buying behavior of the rural consumer with particular reference to the weaker section (Majumder R. (2010).

4 Consumer Behaviour in Rural Market Rural Marketing- Definition The term ‘rural marketing’ has been used widely in both academic and corporate worlds. Business organizations have incorporated the word into their rhetoric. Academies produced a plethora of textbooks and offered elective courses on rural marketing in various business schools, which bears testimony to the growing importance of the subject in management school in India. An analysis of the content of a number of textbooks written on the subject reveals that the meaning of rural marketing has changed over the past few decades. According to Thompson: The study of rural marketing comprises all the operations and the agencies conducting them, involved in the movement of farm-produced food, raw material and their derivatives, such as textiles, from the farm to the final consumers and the effects of such operation on producers, middlemen, and consumers. Jha (1988) has proposed a domain of rural marketing, which has found wider acceptance in the current literature. He visualized

68 Consumer Behaviour in Rural Market the domain of rural marketing as the flow of goods between rural and urban areas. As per Jha‘s framework, rural marketing broadly represents the domain of rural marketing—the flow of goods from rural to rural, rural to urban, and urban to rural areas. Modi (2009) proposed rural marketing as any marketing activity whose net developmental impact on rural people is positive. His definition of rural marketing provides criteria for identifying a rural marketing activity from amongst various marketing activities that take place in rural areas.

Characteristic of Rural Marketing Some of the important features or characteristics of rural marketing are being listed below: Source:http://shodhganga.inflibnet.ac.in/bitstream/10603/88213/10/10_ third%20chapter.pdf

Large and scattered market The rural market is very large in size and mostly scattered. As these markets are of diverse nature, the people living in those rural areas are from diverse cultural, linguistic and religious background. No two markets are alike and it is dispersed across India. Here in India, the rural market consists of over 63 crores consumers of 6, 20,000 villages spread throughout the country. Therefore a large population gives an opportunity for marketing a variety of goods and services. However, income and purchasing power play a major role in determining the demand in rural areas.

Occupation Pattern Agriculture and related activities continue to be the main occupation for the majority of the rural population. The land is the major source of income for about 77% of the population. Others are engaged in business (10%), non-agriculture (9%), and salary earners (2%) and not gainfully employed (2%). It is evident that rural prosperity depends upon the growth and development of agriculture.

Consumer Behaviour in Rural Market 69

Lower standard of living The consumers in the village area do have a low standard of living because of low literacy levels, low per capita income, social backwardness, low savings, economic backwardness, lack of exposure to the media, etc. In general, a rural consumer spends less on non-food items.

Traditional outlook The rural consumer values old customs and tradition. They do not prefer changes. In other words, the adaptability to change is lethargic and hence the problem of marketing of goods is much more prevalent.

Diverse socio-economic backwardness Rural consumers have diverse economic backwardness. This is different in different parts of the country. There exists a tremendous variation in culture, lifestyle, tastes, preferences, culture, etc. of the rural consumers.

Infrastructure facilities The infrastructure facilities like roads, warehouses, communication systems, and financial systems are inadequate in rural areas. Most of the rural markets are not connected by roads. Most of the roads are kuchha and become unusable during the rainy season. Many farmers use bullock carts for transporting their produce from the village to the market. The same is the problem with transporting goods from urban markets in rural areas. Hence physical distribution is hampered.

Prevalence of spurious brands Most rural markets are inundated with local brands or spurious brands, which are quite cheaper and therefore affordable to the people.

70 Consumer Behaviour in Rural Market

Seasonal demand The rural markets are characterized by seasonal demand for products, especially costly products. This is due to the fact that agriculture is their main source of income and once it is harvested, then and only they would be able to buy products.

Media Reach The media reach in the rural household is low. Statistics indicate that the reach of Print media is 10%, followed by TV at 31%, Radio 32%, and Cinema 36%. Therefore the marketer has to consider rural-specific media and promotion methods to reach the villagers.

Rural Marketing Environment An environment is that which surrounds an organization. It is the sum total of external factors and made up of tangible and intangible factors, both controllable and uncontrollable. Rural marketing is basically focused on marketing activity of an organization. The environment includes threats and opportunities in the rural market. The Rural marketing environment is complex and is changing continuously. The marketing organization should foresee and adopt strategies to change in requirements in the market. One which doesn‘t change and perishes. An adaptive organization can stand competition or have a modest growth. An organization which makes its effective marketing plans and its own strategies or a creative one will prosper and creates opportunities in the change in environment. Rural marketing environment changes will be in the area of (Neelamegham S, 2004)

a) Social changes



b) Economic changes



c) Ethical changes



d) Political changes

Consumer Behaviour in Rural Market 71

e) Physical changes



f) Technological changes

A. Social Changes: -The social factor consists of three subfactors,

1) Sociological factor Consumer society or the community is an important consideration while devising a rural marketing strategy. The rural consumer lifestyle is largely influenced by the social setup. The sociological changes influence rural customer habits, taste, and lifestyles.

2) Anthropological factors The cultures, subcultures and living patterns influence advertising, sales promotion, selling and packing strategies of the marketing organizations. The rural consumers living in east India have different taste, whereas those living in western India have totally different.

3) Psychological factors Consumer behavior, attitudes, personality, and mental makeups are unique. The study of rural consumer behavior is vital to evolve marketing mix.

4) Economic Factors 1) Competition A good and healthy competition brings in good and overall improvement in economic activities. It also brings good quality, good quantity, and price. Considering rural marketing, there exists less or minimal competition. The presence of local brands in the rural markets has a great impact on competition.

2) Consumers Rural lifestyles and behavioral trends are increasingly coming to resemble urban patterns, in both form and variety. Like urban

72 Consumer Behaviour in Rural Market consumers, the rural middle class is buying more fairness creams, whereas many of the rural poor are keen to invest in a mobile phone connection. The consumer today is quite knowledgeable. The rural folks are even choosy than their urban counterparts because they are ready to spend only when they are assured of getting value for their money. Therefore, their progress and wellbeing should be the aim of any economic activity.

3) Price Pricing is a delicate issue where it should be market-friendly, not too high or too little. The marketer has to keep in mind to get decent returns on investment and effects of producers and marketers. But pricing becomes more important when the target segment is the rural population. Even the marketers have to introduce smaller packs for their products to these rural populations owing to their low purchasing power.

5) Ethical Factors Business minus ethical values bring degeneration. In the long run, it creates several problems. Sub- standardization, exploitation, and falsification are the main ethical values in such an organization. The marketers have to take proper care while designing their products for rural segments as the rural people are largely uneducated and are quite sensitive. A slight unethical practice may result in a huge boycott of their products.

6) Political Factor The government policy towards trade and commerce, internal taxation and preferential treatments, have great influence on the rural marketing strategies. The marketing environment has to meet the political framework in which a government is made to work. Thanks to rural supportive initiatives by the Indian government, more and more companies are making their presence felt in these rural areas. The government has increased spending in rural areas, from US$9 billion for the financial year

Consumer Behaviour in Rural Market 73 ending March 2007 to an anticipated US$16billion for the financial year ending March 2010.

7) Physical Forces The infrastructure availability for movement and storage of goods play an important role in the physical distribution of goods and reaching the rural consumers. Efficient and cheaper logistics help the market in a big way. But there is a dearth of infrastructure facilities with respect to rural areas of India. The marketer has to bear the brunt of this dearth and still has to promote their products in those areas so as to increase their sales. This, in turn, is possible only when the remote places become easily accessible.

8) Technological Force The fast-changing science and technology to give a cutting edge to the marketing of products. The changes warrant changes in marketing inputs and strategies. Fast and efficient communication and transport systems have speeded up marketer. The capital is made to work faster and harder. So the marketer has to use these new marketing tools and facilities for designing and implementing his marketing strategies which have adapted to the change in environment and ensure success. Even the rural folks are eager to adopt the faster-changing technology. They are now ready to spend a handsome amount for purchasing the latest gadgets and durable.

Challenges in Rural Market Rural marketing has already arrived in the world of business and is one of the single largest segments of activity. Rural markets are more heterogeneous in nature. Unlike their urban counterparts, where the demand for goods and services are highly concentrated in nature, rural markets tend to be spread out across the country. It is the rural segment of the market that contributes more profit than its urban counterpart. Consequently, though many rural markets look good on paper, in reality, they are quite expensive to

74 Consumer Behaviour in Rural Market serve. Hence, it is very difficult for the marketer to provide service for each and every rural market in a better way. While it is easier for an organization to market their products and services to urban markets and the top of the pyramid, the challenge faced by them is tapping the rural market potential. Marketing to the urban audience is easier due to their acceptance of media and its various forms that are present in urban areas (Ramkishen Y, 2004). Thus, they are more susceptible to products that are marketed there. The major challenges faced in rural markets are listed below: 1) Heterogeneity in rural consumers – The vast rural population with heterogeneous markets spread across in different states poses great difficulty for the marketers. Not only this, the population density greatly varies in rural regions. Therefore a densely populated country provides ample opportunity for marketing a variety of latest goods and services on one hand whereas, on the other, it poses a great challenge as to what are the kinds of goods and services to be served. On the top of it, the heterogeneity of the population creates the problem of segmentation. So it becomes very difficult for a marketer to serve the same product with similar price and promotion combination to different people. Unlike in urban markets where demand is highly concentrated, rural markets tend to be spread out. This, of course, dramatically increases the sales efforts and costs. Consequently, though many rural markets look good on paper, in reality, they are quite costly to service. 2) Difficulty in distribution – Even though there is a large chunk of consumers living in these remote areas waiting to get served, but still most of the times, the efforts to serve them in a proper manner proves futile. An effective distribution system requires village-level shopkeeper, Mandal/ Talukalevel wholesaler or preferred dealer, distributor or stockiest at

Consumer Behaviour in Rural Market 75 the district level and company-owned depot or consignment distribution at the state level. The presence of too many tiers in the distribution system increases the cost of distribution. 3) Inadequate infrastructure facilities (road, rail, etc.) — Transportation is essential for the movement of products from urban production centers to remote villages. Hence, it becomes a vital point for consideration in formulating strategies for rural marketing. The infrastructure is so poor that many times, even access to remote areas pose a great challenge. Almost half of the total villages in India, for example, are not connected by road at all. Even though the initiative by the government of India of building roads is well appreciated but then the task is quite stupendous. Most of these villages are connected only by kuchha roads. And these roads create a huge problem during the monsoon season. Not only this, many rural areas are not connected by rail transport. So serving the rural consumers located in these regions proves to be a formidable task for the marketers. 4) Low literacy Level – One can easily ascertain the fact that most of the people living in rural parts of India do not have proper access to education, so the literacy level in these regions is very low. There are not enough opportunities for education in rural areas. The literacy level is as low as (36%) when compared to all- India average of 52%. Again, this is also one of the important areas to be pondered upon by the marketers. To create awareness among the people of rural regions regarding the development of new products by the marketers is quite a big problem. Not only this, the villagers are unaware of the MNC‘s and the brands they are selling. On the top of it, these marketers also have to consider the different languages spoken by the people living in different parts. 5) Seasonal Demand of products – Demand for goods in rural markets depends upon the agricultural situation, as agriculture is the main source of income in most of the rural areas. Agriculture

76 Consumer Behaviour in Rural Market to a large extent depends upon monsoon and, therefore, the demand or buying capacity is not stable or regular. This deters the companies from having one single strategy for rural markets year round. 6) Inadequate Media Coverage – The reach of formal media is lower in rural households. Media has lots of problems in rural areas. Television is a good source to communicate the message to rural people. But due to non-availability of power as well as television sets, the majority of the rural population cannot get the benefits of various media. So there is a possibility that the rural customer remains ignorant of the new product being launched in the market. Moreover, the places where the electricity is yet to reach, add to the discomfort of the marketers. Therefore, we can say that the reach of the media is very limited in rural areas. 7) Packaging and Pricing – The problem of pricing and packaging for rural customers has to be taken into consideration. As we are well aware of the fact that there exists a very large difference in income levels between the rural customers and their urban counterparts, so the marketers have to look for a possible price reduction in the majority of the products. Moreover, the low purchasing power of the rural customer makes it very difficult for them to purchase the products as they are sold in urban markets. Most of the FMCG goods like cosmetics, toiletries, etc. launched by different MNCs have quite attractive and expensive packing and hence becomes unaffordable to the rural customers. It is suggested that the marketers should use cheaper materials in packaging for the rural markets. 8) Language Barrier – As the rural market is heterogeneous, so is the culture of these customers. The languages spoken by them are different. Hence it becomes very difficult for the marketers to advertise their products in one universally spoken language. If these marketers go for advertising their products in the regional

Consumer Behaviour in Rural Market 77 language, it adds to the cost of the product, which may prove detrimental to rural marketing. 9) Inadequate purchasing power and lack of bank finance – As the income of rural customer is very less as compared to their counterparts in the urban areas, there arises a great difficulty in purchasing expensive products like Television, Bikes, Refrigerator, DVD Players, etc., for the rural customers. Adding to their grievances, the banks do not support them by providing them with loans for purchasing these products. Moreover, the dealers located in the rural areas are also reluctant to give them credit facility owing to their poor financial conditions. 10) Cultural Factors – Culture is a system of shared values, beliefs and perceptions that influence the behavior of consumers. There are different groups based on religion, caste, occupation, income, age, education, and politics and each group exerts influence on the behavior of people in villages. 11) Buying Decisions – Rural consumers are cautious in buying products and their decisions are slow and delayed. They like to give a trial and only after being personally satisfied, do they buy the product. Moreover, the rural people possess a traditional and conservative approach to buying new products. Life in rural areas is still governed by customs and traditions and people do not easily adopt new practices. For example, even the rich and educated class of farmers do not wear jeans or branded shoes. 12) Skilled local talent is hard to find in rural regions Companies also find that their training, seasoned staff members are very reluctant to relocate to rural areas. This proves to be one of the major challenges. Moreover hiring local staff does not prove to be futile as they are not having relevant qualification and experience. If at all they are hired, the company has to spend a lot on giving them proper training.

78 Consumer Behaviour in Rural Market 13) Warehousing - In the rural areas, there are no facilities for the public as well as private warehousing, unlike in urban areas. Therefore, marketers face a huge problem of storage of their goods. Lack of a proper distribution channel adds to their woes.

Opportunities in Rural Markets Whilst on one hand, there are many challenges in rural marketing, but certainly, there also exist infinite opportunities. The rural market is fascinating and challenging at the same time. The marketers have to find out new ways of dealing with the rural customers. As already mentioned, the urban markets are fully saturated, so the easiest and the simplest option available with the marketer is to look towards the rural prospects. These rural people are eagerly waiting to be served. Here are some of the points which the marketers could utilize for marketing their products in rural areas (Anderson J. A. And Narus J. A, 2004): 1) Huge untapped Potential – As more than 70% of total India‘s population dwells in rural areas, the huge population itself speaks of its potential. The rural market offers a great chance for different branded goods as well as services for a large number of customers. Penetration levels for many products are lower in rural areas. The market has been growing at 3-4% per annum, adding more than one million new consumers every year. 2) Impact of globalization - Globalization had a great impact on target groups like farmers, youth, and women. Farmers, today ‘keep in touch’ with the latest information and maximize both ends. In youth, its impact is on knowledge and information and while for women it still depends on the economic aspect. The marketers who understand the rural consumer and fine-tune their strategy are sure to reap benefits. 3) The effectiveness of communication - An important tool to reach out to the rural audience is through effective communication. The rural audience has matured enough to understand the

Consumer Behaviour in Rural Market 79 communication developed for the urban markets, especially with reference to FMCG products. Television has been a major effective communication system for rural mass and, as a result, companies should identify themselves with their advertisements only from agricultural section but also from other sections. There is a sizeable salaried class in rural areas. Rural demand in FMCG products, consumer durables, automotive and retail is growing at a faster pace than anticipated due to rise in its consumption patterns. 4) Change in rural consumer behavior – With the economic development of rural areas, the disposable income of rural people has gone up. Moreover, with the presence of the internet and direct-to-home television connectivity in rural areas, these people have started gaining knowledge about the different brands that are available in urban markets. They are slowly realizing the importance of established brands and have started purchasing these brands. Rural people are now purchasing branded soaps, tooth-powder, paste, tobacco products, radio, TV, bicycles, motorcycles, cooking utensils, razor blades, detergents and so on. The rural consumers have become choosy and they have started weighing better options in purchasing products, particularly branded ones. It is a boon to the companies that rural people amidst deficiency spend so lavishly on weddings, ceremonies, rituals, and festivals. Mainly through more exposure to urban products and services due to media, literacy, migration, etc., the demand for urban type products, aspiration for a better quality of life as a product becomes affordable. 5) Improvement in infrastructure and rural connectivity - The governments to have realized the importance of huge untapped potential and they are now on the path of making huge investments in rural infrastructure. In India, the eleventh fiveyear plan government has a specific focus on the inclusive growth of the country. Several schemes have been launched in the last

80 Consumer Behaviour in Rural Market couple of years related to rural housing, roads, communication, drinking water, rural electrification, etc. These have considerably improved the living conditions of the rural population and have led to demand and consumption of the automobile and consumer durable goods such as mobile, television, etc. moreover, the improvement of rural infrastructure and greater connectivity with far-flung rural areas can stop the migration of rural youths. Not only this, but agriculture-related activities will also get a fillip. 6) I.T. Penetration in rural India - Today’s rural children and youth grow up in an environment where they have ‘information access’ to education opportunities, exam results, career counseling, job opportunities, government schemes and services, health and legal services, worldwide news and information, land records, Mandi prices, weather forecasts, bank loans, livelihood options. If television had changed the language of brand communication in rural India, affordable internet connectivity through various types of communication hubs had a great impact on the minds of the rural youth. As the electronic ethos and IT, culture moves into rural India, the possibilities of change are becoming visible. Alternate use of rural labor, especially the rural youths in the service sector and also in production related activities will help stop rural migration. 7) Favorable government policies – As a part of the process of planned economic development, the government has been making concerted efforts towards rural development. The massive investment in rural India has generated new employment, net income, and new purchasing power. In the recent years, as a part of the new farming policy, high support prices are offered for agricultural products. Various measures like tax exemption in rural areas, subsidy, concessions, incentives, assistance, literacy drive in rural areas have brought about the rapid development of rural markets. Government‘s initiative for vocationalization of education, especially in rural areas comes as a major boost in rural

Consumer Behaviour in Rural Market 81 areas. XII Plan has already initiated by the central government, but to Make in India to be successful, the skilled labor force is needed. The labor in rural areas (which remains idle for most of the time), can be effectively utilized with small-scale industrial units or with Agra-based units, which are present near the rural areas. 8) Credit facilities through banks - With co-operative banks taking the lead in the rural areas, every village has access to short, medium, long-term loans from these banks. The credit facilities extended by public sector banks through rural financing schemes like Kisaan Credit Cards help the farmers to buy seeds, fertilizers and consumer durable goods in installments. The introduction of the micro-finance proved to be of great help to the people living in the hinterlands. 9) Intense Competition in urban markets - Intensified competition in urban markets is leading to an increase in costs and thereby reducing market share. The rural markets are therefore becoming increasingly attractive in comparison to urban markets. The automobile and FMCG market brings this out clearly. Hero Honda motorcycles, Parle, Britannia, Brooke Bond, Maruti Cars, HLL products or Wipro products find ready acceptance in rural markets as compared to urban markets where there is a proliferation of brands. 10) Remittances from family members working in urban areas – At least one of the family members from almost every rural family has worked in the city. They remit their salaries back home to their family members residing in rural areas. These remittances are a sizeable contribution to the growing rural income & the purchasing power of rural people.

Rural Marketing – Indian Scenario Rural marketing is the single largest sector today in terms of population it impacts. It caters to approximately 800 million

82 Consumer Behaviour in Rural Market people in India. The opportunity in the field is great and companies across the world are beginning to understand it. While the urban market deals majorly with a replacement policy, where old branded products are continuously replaced with new branded products, the rural market is still untapped. There is no penetration of any sort of brands in these markets. This offers great scope for companies (Neelamegham S, 2004). When India got independence, the census survey of Indian Population claimed that 8o% of the country‘s population was living in rural areas. In the 1991-2001 population census, the number came down to 74% and the recent 2011 census marks it at 68%. Despite all the big talk about urbanization, 62% of the country‘s population will still be living in villages by 2021. It is also a myth that the country is urbanizing rapidly. In most metropolitan cities, population growth is slowing down. While Delhi saw a population growth of 32% in the 2001 census, the growth came down to 20% in 2011. Most people who migrate prefer to shift to smaller cities since there are more growth options there. The McKinsey report (2007) the rise in the consumer market in India predicts that in twenty years, the rural Indian market will be larger than the total consumer markets in countries such as South Korea or Canada today, and almost four times the size of today‘s urban Indian market. The report estimated the size of the rural market at $577 Billion. India has perhaps the largest potential rural market in the world. It has as many as 47,000 haats (congregation markets), compared to 35,000 supermarkets in the US.

Haats Source:http://shodhganga.inflibnet.ac.in/ bitstream/10603/88213/10/10_third%20chapter.pdf

Consumer Behaviour in Rural Market 83

Weekly markets Weekly markets called haats are strategically located to cover a cluster of villages. They have become the epicenter of economic and social exchange in rural India and in doing so, provide a ready-made solution to the problem mentioned above. In a report by RMAI, ‗Haatsas marketing hubs,‘ an editorial being published in Financial Express in 2011, revealed some interesting facts about rural India‘s shopping patterns. India‘s 43,000 haats generate annual sales of Rs 50,000 crores. Almost 98% of villagers regularly visit haats, while 75% of them are estimated to frequent a specific haat each week. Haats cater to anything between 21–57 villages and host footfall ranging between 5,600 to 12,000 visitors a day, depending upon its size. Anywhere between 327 and 545 stalls may be found in a haat. Surprisingly, two-fifths of total attendees are women. Haats perfectly sync with the villagers‘ psyche of making a value-for-money purchase out of a variety of offerings. They offer a touch-and-feel experience of products and drive sales by word of mouth. The favourability of these factors for companies, along with brand awareness, low selling overheads, majority cash sales, and redistribution opportunity have prompted telecom majors Nokia and Motorola to augment sales through village haats. Tata Shaktee, which offers roof sheets, has witnessed a 25% rise in sales after they devised a pilot project in 100 haats which comprised setting up direct selling stalls. Similarly, Tata Agri Co. Has rural hearts to thank for a significant expansion in their market share from 30–40%. The eponymous Kumbh Mela has become a favored destination for MNC FMCG behemoths like Colgate-Palmolive that distributes free tubes of herbal toothpaste or for Hindustan Lever that markets its Lifebuoy soap. Similarly, Samsung‘s road-show for its dream Home ‘campaign constituted trips across 48 small towns in 100 days were aimed at augmenting brand awareness for its electronic offerings.

84 Consumer Behaviour in Rural Market Although global companies are not yet ready to reach out to Indian rural markets, local companies have started various schemes to tap the market. For example, because electricity is one of the major problems faced in rural India, local companies such as Jolly TV in Uttar Pradesh are producing televisions which run on rechargeable battery systems. Such innovations help rural consumers use products even during electricity cuts, thus expanding the scope of marketing in rural areas. India‘s vast market is one of the most complexes in the world, with more than a billion consumers spread out over more than 600,000 villages, 4000 towns, 400 cities and 35 urban agglomerations (as of 2001). (Source: Indicus Analytics) Further, the population census, conducted by the government of India in the year 2011, states that out of a total population of about 1.21 billion people, more than 2/3rd people live in rural areas of India (i.e., about 8.33 billion people). The literacy rate of the people living in rural areas is about 68%, which is quite close to the average national literacy level. (Source: Census of India 2011) This much huge rural population, coupled with a very high number of literates, constitutes the huge base for companies to market and sell their products. Census of India defines rural as any habitation with a population density of less than 400 per sq. km., where at least 75% of the male working population was engaged in agriculture and where there exists no municipality or board, and the same definition being accepted for this research here. Also, the number of villages or rural units in India has increased to 6,40,867 as per the census of 2011. A marketer trying to market his product or service in the rural areas is faced with many challenges; the first is posed by the geographic spread and low population density in the villages in the country. The second challenge is from the low purchasing capacity and limited disposable incomes in these parts of the country. But this has been changing in the last few

Consumer Behaviour in Rural Market 85 decades with an agricultural growth rate faster in the 1990‘s and 80‘s than the 1970‘s (CMIE 1996). Green revolution through the introduction of hybrid seeds, fertilizers, and systematic irrigation had a major impact on agricultural productivity, and combined with it was a price policy which ensured minimum support price, and in turn insulated the farmers from market risk, cheap input policy and a stable demand (Vyas 2002). These all lead to a quantum jump in the incomes of farmers in the country. Initially, the impact of green revolution could be seen only in the prosperous agricultural states of the country, but now slowly its influence has spread across the country with the increase in irrigation (Bhalla & Singh 2001). Though the income levels overall are still very low there are many pockets of prosperity which have come up in the rural areas in the country. The current rural marketing environment and economic scenario have brought the corporate under contemporary roofs of modern India, which is challenging the current standards of segmenting, targeting and reaching the customers in rural areas. India as a nation has come a long way from the place where the only urban population, which constitutes 20 percent of the customer base for companies are responsible for 80 percent of their profits. Villages in India are no longer an abstraction, but fashionable in marketing terms. The footfalls in the villages are getting louder and louder as companies scramble to woo the rural consumers. This has made the rural consumers so attractive to companies now, especially the MNC‘s. After all, the 122-million village households were not created overnight. The companies are looking for new opportunities and avenues, as they are witnessing a decline in their growth rates in urban markets due to market saturation and they do have a huge, untouched and an untapped rural Indian market. The driving force for this is a rural youth who are becoming more and more educated, have access to the latest technology with smart cell phones and have an openness to change. Also, rural markets have acquired significance, as the

86 Consumer Behaviour in Rural Market overall growth of the economy has resulted in a substantial increase in the purchasing power of the rural communities. A survey by India’s premier economic research entity, National Council for Applied Economic Research (NCAER) indicates that the rise in rural incomes is keeping pace with the rise in urban incomes. The rural middle class is growing at 12 percent, close to the urban middle class which is growing at 13 percent. Punjab, Kerala, Haryana, Rajasthan, Gujarat, Andhra Pradesh, and Maharashtra are considered highly prosperous states (Neelamegham S, 2004). Since the 1970‘s and more particularly from the mid-1980‘s, the rural economy of India has started showing potentialities. During the 90‘s, there has been a steady shift to as well as the growth of the purchasing power of rural India. Thus, in recent years, the rural sector provides a unique opportunity to expand their market since the urban segment is clearly showing signs of saturation. It‘s high time that marketers evolved their notions regarding the emerging rural class in villages. From being aspirants of roti, kapada, and makaan, to becoming brand and value-conscious buyers, the rural consumer market is seeing a sea-change. By communicating with consumers at the venues they frequent, marketers can hope to make their fortunes in markets beyond the metros. In this study, an effort has been made to record the rural consumer behavior in terms of demographic, economic, social and cultural variation, and it also developed to collect the profile of rural consumers like literacy, lower purchasing power, influence, occupation, culture, and language. The detailed discussions are as given below:

Consumer Behaviour in Rural Market Seventy- two percent of Indians live in villages and therefore it is often said, “India lives in villages”. Rural consumers are primarily agriculture dependent and many of them do not have a regular flow of income, and hence their economic prosperity is

Consumer Behaviour in Rural Market 87 heavily dependent on agricultural development. Thus, there is an element of uncertainty in their level of income as it depends on monsoon and Government’s special drive for rural development. Nevertheless, by virtue of its sheer size, rural markets today offer huge opportunities. It is also well known that a considerable size of the rural population lives below the poverty line. These people have a low literacy rate, low per capita income, societal backwardness, low savings, etc. these factors have huge implications for any marketers who have to take into consideration the different needs, demands and preference of the rural consumer as compared to urban consumers.

Classification of Rural consumers One of the myths about the rural consumers is they are homogeneous. Like urban people, the rural consumers may be classified into three broad category base on their economic conditions.

The affluent groups These rich farmers who are few in number, who also have the affordability. This group would include the wheat farmers in Punjab and Haryana, rice growers in Andhra Pradesh, the big rubber estate owners in Kerala, the rich sugarcane growers in Maharashtra and UP, the big grape farmers in Maharashtra, and so on. Source:http://shodhganga.inflibnet.ac.in/bitstream/10603/ 88213/10/10_third%20chapter.pdf

The middle class Farmers from UP, Haryana, Punjab, and Karnataka would fall into this category.

88 Consumer Behaviour in Rural Market

The poor This section constitutes a huge size whose purchasing power is low, but their strength lies in number. Farmers from West Bengal, Uttar Pradesh, Madhya Pradesh, Andhra Pradesh, Maharashtra (the Vidarbha region), Bihar and Orissa would fall in this category. It is primarily the middle class and the poor that the marketers are trying to attract. Even though the purchasing power of these groups may not equal that of the urban consumer, their huge volume can itself drive profits if tapped properly.

Profile of Rural Consumers The rural consumers can be further classified according to some other bases also.

Literacy Only 23% of the rural Indian populations are literate, which many just studying up to primary or secondary level. The promotional strategy for this segment is primarily a demonstration of product feature and advantages. Print media and poster do not make much impact. This poses new challenges for the marketer to tap innovative ways to the consumer.

Lower purchasing power As compared to urban consumer, the rural people much disposable income or purchasing power, lower standard of living and lower social positions. The marketer needs to put the offering in such a manner that they offer the necessary value for money to the rural consumers.

Influencers There are many reference groups in a village. These include Panchayat members, health workers, and the bank manager, cooperative board workers, teachers, and doctors. These influences need to be kept in mind when a marketer decides on rural marketing. Example: Maruti in its campaign-“ HarGhar Main Maruti”- sold nearly 33,000 cars to Panchayat leaders in

Consumer Behaviour in Rural Market 89 villages. The Panchayat members were used to influence consumer perception about Maruti.

Occupation The main occupation of the people in rural areas is agriculture. Even within agriculture, farmers can be differentiated on the basis of the size of land holding. Apart from agriculture, other occupation, such as Panchayat related service activists. The worker, transporter, salesmen, and others are slowly coming up. All these factors affect income levels and standard of living of the people, which in turn affect the purchasing power and buying behavior of consumers.

Culture Rural consumers are more traditional in their outlook. They associate faster with messages that match their simple style of living.

Language English is not a language of the rural consumer. Hence a marketer tries to use, the local dialect for effectively promoting the brand.

What do Rural Consumers Buy? A product is the heart of rural marketing. It is a need-satisfying entity to a rural consumer. The product offering should satisfy the psychology and function benefit the consumer expect from the product. The product should be durable and sturdy and should be well packaged to attract the consumers’ attention. In fact, in the rural market, brands are almost non-existent; Consumers’ identity products by color, visuals of animals and birds and numbers. So a 555, 777, haragoli (green tablet), pilahaati (yellow elephant), lalsaboon (red soap), speed dantmanjan (white tooth-powder) are the kind of terms with which rural consumers identify brands. It is very important therefore for the marketer to understand that a

90 Consumer Behaviour in Rural Market lot needs to be done in terms of communication, media marketing and branding (Neelamegham S, 2004). Thus, the marketer, while designing a product for the rural markets should take care that the products are simple and easy to understand by the rural consumer. In fact, as far as possible, the local language should be used to communicate the functional benefits of the product to the consumers. Lifebuoy soaps, famous as lalsaboon (red soap) in the rural areas introduced a specially packaged low priced product for rural areas. The packaging was attractive and all information was in Hindi.

How Price Sensitive’s’ are Consumers in Rural Areas? Consumers in rural areas are price sensitive and usually shop for value. This is primarily because of their lower disposal income levels as compared to their urban counterparts. Marketers have used several strategies such as smaller unit packs, cheaper packaging, and reusable pack to keep the price of the product. Another service available to the consumers is a bank loan. Bank lends out loans for tractors, television sets, etc. to make the product affordable for the consumer.

Where do Rural People generally buy? Distribution of product is one of the biggest Challenges in rural markets. The number of retailers is few, the population is scattered, and demand is highly fluctuating. Also, consumers generally tend to buy from the same retailer they had bought goods earlier from. The retailer’s opinions are also important and they influence the consumer’s purchase decision. Therefore, it is important for the marketer to maintain good relations with the biggest retailer in the rural areas.

Haats and Melas Apart from retailers, consumers also buy a variety of goods from Haats and Melas. Haats are weekly markets help in every village on a particular day of the week. Typically, an average

Consumer Behaviour in Rural Market 91 Haats has around 300 stalls with around 5000 visitors. Some of the product commonly sold in haats is ready-made garments (cheaper varieties) FMCG goods, cosmetic, kitchen equipment, leather goods, bed cover sheets, every used item (like plastic buckets, mugs, tea cups, glasses, etc.). Over 25,000 melas are helped in India each year. Visitor turnout in melas is generally very high, thus offering the marketer an opportunity to sell in large volumes. Melas are generally used to sell durable, below-price items, and for new product launches. Maruti Suzuki has been an active participant in rural melas. The melas provide both a platform for demonstration and improving product awareness. They also provide an opportunity for the marketer to book new sales.

Advertising Strategy for the Rural Consumers Until recently, the rural market was given, a step-motherly treatment by many companies, and advertising to rural consumers was usually a hit-and-miss affair. Advertising was rooted in urban sensitivities and it failed to touch the hearts and minds of the rural consumer. This is definitely changing now. Marketers have realized that talking to the customer in a language known to him, advertising the functional benefit, and demonstrating the product goes a long way in capturing the rural market. The medium used for advertising could vary from traditional media such as television, radio, wall painting to more innovative media like road shows, canopy activities, etc.

State-wise Rural Market Size Table 4.1: State-wise Rural Market Size, 2017 (Rs, in millions) State Uttar Pradesh

Rural market size 1,465,276

State Tripura

Rural market size 65,932

92 Consumer Behaviour in Rural Market Andhra Pradesh

1,306,111

Delhi

49,438

Maharashtra

1,263,129

Goa

42,922

West Bengal

1,227,026

Meghalaya

41,891

Gujarat

864,507

Nagaland

40,775

Karnataka

700,436

Manipur

38,445

Rajasthan

620,824

Arunachal Pradesh

18,305

Tamil Nadu

614,221

Sikkim

12,776

Kerala

603,273

Pondicherry

8,139

Orissa

572,539

Mizoram

7,732

Bihar

570,616

Andaman & Nicobar Islands

6,228

Haryana

534,550

Daman & Diu

5,449

Madhya Pradesh

511,021

Chandigarh

5,251

Punjab

398,668

Dadra ve& Nagar Haveli

3,491

Jharkhand

377,211

Lakshadweep

1,541

Assam

368,801

Total

Chhattisgarh

338,589

Himachal Pradesh Jammu & Kashmir

13,170,187

184,042 153,073

Source: Indicus analytic; w ww.indicus.net/products

In the above table shows the demographic profile of the rural market in India, even though the market has the imperfect market characteristic, the fertility of the market was not limited. The state like Madhya Pradesh, Uttar Pradesh, and Orissa etc. shows the potential on market prospects and commercial importance.

Consumer Behaviour in Rural Market 93 Table 4.2: Rural and urban Consumers in 2017 Code 00 01 02

India/state/ UT India Jammu & Kashmir Himachal Pradesh

Total consumers

Rural consumers Rs

Urban consumers Rs

Rural consumers Rs %

Urban consumers Rs %

1210193422

833087

377105

68.84

31.16

12548926

9134820

3414106

72.79

27.21

6856509

6167805

688704

89.96

10.04

27704236

17316800

10387436

62.51

37.49

03

Punjab

04

Chandigarh

1054686

29004

1025682

2.75

97.25

05

Uttarakhand

10116752

7025583

3091169

69.45

30.55

06

Haryana

25353081

165331493

8821588

65.21

34.79

07

NCT of Delhi

16753235

419319

16333916

2.50

97.50

08

Rajasthan

68621012

51540236

17080776

75.11

24.84

09

Uttar Pradesh

199581477

1551111022

44470476

77.72

22.89

10

Bihar

103804637

92075028

11729690

88.70

11.30

11

Sikkim

607688

455962

151726

75.03

24.97

12

Arunachal Pradesh

1382611

1069165

313446

77.33

22.67

13

Nagaland

1980602

1406861

573741

71.03

28.97

14

Manipur

2721756

1899624

822132

69.79

30.21

15

Mizoram

1091014

1091014

529037

48.49

51.51

16

Tripura

3671032

2710051

960981

55.21

34.79

17

Meghalaya

2964007

2368971

595036

73.82

26.18

18

Assam

31169272

26780516

4388756

85.92

14.08

19

West Bengal

91347736

62213766

29134060

68.11

31.89

20

Jharkhand

32966238

25036946

7929292

75.95

24.04

21

Orissa

41947358

3495`234

6996124

83.32

16.68

22

Chhattisgarh

25540196

19603658

5936538

76.76

23.24

23

Madhya Pradesh

72597565

52537899

20059666

72.37

27.63

24

Gujarat

60383628

34670817

25712811

57.42

42.58

242911

60331

182580

24.84

75.16

342853

183024

159829

53.38

46.62

25 26

Daman & Diu Dadra & Nagar Haveli

94 Consumer Behaviour in Rural Market 27

Maharashtra

112372972

61545441

50827531

54.77

45.23

28

Andhra Pradesh

84665533

56311788

28353745

66.51

33.49

29

Karnataka

61130704

37552529

23578175

61.43

38.57

30

Goa

1457723

551414

906309

37.83

62.17

31

Lakshadweep

64429

14121

50308

21.92

78.08

32

Kerala

33387677

17455506

15932171

52.28

47.72

33

Tamil Nadu

72138958

37189229

34949729

51.55

48.45

34

Puducherry

1244464

394341

850123

31.69

68.31

35

A&N Island

379944

244411

135533

64.33

35.67

Source: http://indiafacts.in/india-census-2011/urban-rural-customers-o-india/

The locality or place where a person’s life has a lot to do with his buying behavior as it determines his standard of living. Persons living in the urban area, especially those who are waging earner or salaried people are engaged in business will affect the market of various goods and services in comparison to people living in rural areas. From the table, it is clear that the urban customers are increasing which clearly indicates that in the year to come the urban market will get a big boost, but it is interesting to note that with the impact of mass media the rural culture is witnessing a radical change in their needs are no more confined on roti, kapada, and makaan. Like urban consumers they too prefer to enjoy television, radio, fridge, coolers, and motorcycles, etc. no doubt this trend is presently confined to prosperous villagers, but it is bound to trickle down with the passage of time and thereby change the whole marketing scenario. Table 4.3: Number of States, Districts, Towns, and Villages Market in India 2001-2017 (in numbers) Particulars

2001

2015

Increase

States

35

35

-

Districts

593

640

47

Consumer Behaviour in Rural Market 95 Sub-Division

5463

5924

461

Towns

5161

7935

2774

Statutory Towns

3799

4041

242

Census town

1362

3894

2532

638588

640867

2279

Villages

Source: G O I, census of India 2011, Provisional population paper-1 of 2011, Registered General, India.

Looking at the above table, we can conclude that there is a rise in the District, Sub-Divisional, Towns, Statutory Towns, village markets that a good marketer offering various products and services in the country. Numbers of village markets have increased by 2279as per census compare to census 2001 so marketers can manage their resources accordingly to enter a new village (Rural Market) markets. Like this, it is the same in other markets where marketers can design their new strategy accordingly.

5 Consumer Buying Behaviour in Churachandpur District Introduction The major issues in the district where the buyers are largely less educated, particularly in marketing literacy, they get lost in the milieu of slightly different commodities in the imperfect market. Here, preference has stronger appeal and bearing; and becoming deciding factor for strength of purchase without knowing or little knowing the product(s) which are overshadowed by preferences, a strong emotional reaction also override everything. To have a closer look at the consumer behavior in the rural market, the present study delves with the issues: Purchase of household requirement; Frequency in buying essential commodities; frequently purchase items of essential commodities; distribution of the number of respondents: cross-tabulation of commodities and price range interval in Churachandpur; Weekly consumption of essential commodities; Changing consumption level in varying seasons.

Purchase of Household requirement In order to find the consumer behavior in the rural market in terms of buying behavior of the essential commodities and also

Consumer Buying Behaviour in Churachandpur District 97 trace out the buyer’s perception; the consumers were asked to share their views above the purchased of household requirement. The results of data analysis and interpretation were shown in Table 1.1 below in accordance with the responses provided by the consumers. Table 5.4: Purchase of Household requirement, 2017 (N = 120) No. of Response (Yes)

No. of response (No)

Total

Churachandpur

46

4

50

Henlep

20

20

Singhat

10

10

Samulamlan

20

20

Parbung

10

10

Thanlon

10

10

Total

116

4

120

96.67%

3.33%

100%

Name of block

Percentage

Source: Computed from primary data

From the above table 5.1 showcases, the consumer purchaser of essential commodities for the household requirement in the district markets: 96.67 percent of the total population was buying the essential commodities and 3.33 percent consumers were recorded not involved in purchases of essential commodities in the market. Therefore, 3.33 percent, i.e. 4 numbers of consumers were kept outside the study areas; hence the total numbers of consumers were reduced to 116 consumers which are considered as core components of the study. Of the total consumers, 46 numbers of consumers were from Churachandpur block involved on purchased of essential

98 Consumer Behaviour in Rural Market commodities from Newmarket, Old market, and Damkan Market, considered to be major markets in this block. The markets are efforts to provide the varieties of products since the markets are based on district Head Quarter, with the due advancement of marketing infrastructures among the blocks, this block market enhances the local consumer better accessibility of alternatives or choice for the purchase of essential commodities, which in return consumers attained satisfaction level. However, it is found that the consumers from the other sub-district markets have limited scopes in regards to their choice, price, quality, and quantity, most of the commodities were imported from the district headquarter base markets. Henlep and Samulamlan block with 20 each number of consumers participate in the purchase of essential commodities. Particularly, Samulamlan block, most of the consumers or the local people are benefits of others district markets, this block is bordered with Bishenpur district a place where the largest freshwater of the Northeast “Loktak Lake” is located and which is also known for the surplus production of vegetables, fish, rice, etc.,. The major markets of the neighboring block are Ningthoukung Market, Moirang market partially to Bishenpur market, with the conveniences of the consumers in regards to distance and topography most of the Samulamlam block consumers are purchasing their essential commodities into these markets, the remaining portion of the consumers purchased their essential commodities in Tuiboung, Torboung, and Kangvai markets etc. Singhat, Parbung, and Thanlon blocks with 10 each of consumers participated in the purchase of household requirement in the rural market. Factors like climate road, distant, limited accessibility or lessen infrastructure viability are the significant factors which created inconveniences among the local consumers. However, the consumers are domestically encountering these

Consumer Buying Behaviour in Churachandpur District 99 issues and challenges by supplemented with their own source, partly from local markets and partially from district headquarter markets. To uphold the simplicity of the above table 1.1, the main discussion can also be represented on the graph herewith below:

Purchase Duration of Essential Commodities An effort is made to find out the consumers regularity on buying the essential commodities in the rural market. Consumers’ behavior can be evaluated in terms of purchasing frequency of the consumers and trace out the parameter that stimulates the rural consumers to participate in buying and selling of essential commodities in the market. The result of data analysis and interpretation is shown in Table 1.2, in accordance with the responses provided by the consumers. In the light of the table 5.2 determine the consumer’s frequency on buying of essential commodities in the market. 53.45 percent of the consumers preferred of buying the essential commodities on a daily basis, the market’s efforts to provide the fresh food items on the regular basis, the consumers took on these opportunities and prepared accordingly. It is also found that most of the food items are imported from the other blocks like Singhat, Thanlon,

100 Consumer Behaviour in Rural Market and Samulamlan, and partly from Moirang, Ningthoukung and Bishendpur in Bishendpur District. Some volumes of food items are imported from Dimapur (Nagaland); Guwahati and Silchar in Assam and Aizawl in Mizoram, a sizeable amount of food items also imports from Myanmar. The usual timing of marketing events was generally begun at the timeline of 4.00 am to 10.00am in the morning and from 1 pm to 5 pm in the evening. The local consumers were satisfied with the daily purchase of food items in the market. Table 5.2: Household Purchase duration of Essential Commodities, 2017 (N = 116) Purchases Duration of Essential Commodities Name of blocks Daily

%

Weekly

%

Monthly

%

Total

Churachandpur

27

58.70

18

39.13

1

2.17

46

Henlep

8

40

11

55

1

5

20

Singhat

4

40

6

60

-

10

Samulamlan

10

50

10

50

-

20

Parbung

6

60

4

40

-

10

Thanlon

7

70

3

30

-

10

Total

62

53.45

52

44.82

1.72

116

2

Source: Computed from primary data

Table 5.2 also highlight the consumer behavior on the purchase of food items on a weekly basis. 44.82 percent of the consumers preferred buying the essential commodity, factors underlying to these categories are mostly from a group of service sectors, the unique characteristic of consumers was found that they buy the products in large quantity which will last at least

Consumer Buying Behaviour in Churachandpur District 101 for a week. 1.72 percent of the consumers’ preferred buying of essential commodities on monthly basis. Analysis based on the block-wise, in Churachandpur block, 58.69 percent of consumers preferred to buy the essential commodities on a daily basis; out of the total 39.13 percent of consumers were preferred buying the essential commodity on a weekly basis and only 2.17 percent buying the essential commodities on a monthly basis. In Henlep block, 40 percent of consumers were interested in buying the essential commodities on a daily basis; the above table also reveals that 55 percent of consumers were buying on a weekly basis and only 5 percent of consumers were preferred buying the essential commodities on a monthly basis. In Singhat block, out of the total 40 percent of consumers were preferred buying on a daily basis; 60 percent of consumers were chosen to buy on a weekly basis and none of the consumers were interested in buying the essential commodity on a monthly basis. In Samulamlan block, the above table shows that 50 percent of consumers were preferred buying the essential commodities on a daily basis and 50 percent of consumers were recorded buying the products on a weekly basis and it is found that none of the consumers were interested in buying the essential commodities on a monthly basis. In Parbung block, 60 percent of consumers responded to buy on a daily basis and 40 percent of consumers were interested in buying the essential commodities on a weekly basis and it is revealed that none of the consumers were buying the essential commodities on a monthly basis. In Thanlon block, it is found that 70 percent of consumers were buying the essential commodities on a daily basis and only

102 Consumer Behaviour in Rural Market 30 percent of the consumers preferred buying on a weekly basis and it is recorded that none of the consumers were interested in buying the essential commodities on a monthly basis. For the study, we may sum up that frequency of buying essential commodities was mainly confined to the daily and weekly basis. It is also found that a higher frequency of buying the essential commodities on a daily basis was recorded mostly in remote blocks, namely, Thanlon and Parbung comparing with Churachandpur block which is also situated district headquarters. The highest frequency of buying essential commodities on a weekly basis was recorded in Singhat block which is also found a similar observation by (Chiru P. R, 2017d). The discussion is also represented on graphs showing as below:

Distribution of rural households frequently purchased items In this stage, an effort is made to find out the consumer behavior in relation to frequently purchase items of essential commodities and accordingly questions were asked. The result of data analysis and interpretation is shown in the below table 5.3.From the Table 5.3 shows the consumers recurrently habit of purchased of different food items in the markets. 88.33 each

5

7

6

7

69

Samulamlan

Singhat

Parbung

Thanlon

Total

57.5%

8

Henlep

Percentage

36

Rice

Churachandpur

Name of blocks

55.83%

67

10

3

3

20

6

25

Potato

65%

78

10

4

10

20

11

23

Oil

60%

72

6

5

5

10

20

26

Dal

84.17%

101

10

9

10

20

16

36

Sugar

45.83%

55

7

3

3

6

8

28

Onion

Source: Computed from primary data

88.33%

106

10

10

10

20

20

36

Salt

50%

60

7

4

2

9

10

28

Garlic

No. of Rural Household Frequently Purchased Items

(N =116)

34.16%

41

3

10

28

Turmeric

Table 5.3: Distribution of Rural households Frequently Purchased Items, 2017

34.16%

41

3

10

4

25

Ginger

88.33%

106

10

6

10

20

20

46

Meat

Consumer Buying Behaviour in Churachandpur District 103

104 Consumer Behaviour in Rural Market percent of the consumers were frequently buying Salts and meats in the rural market, as the essentiality or the basis of salts in every household, this item is being frequently purchased in the market. It is found that Meat is one of the favorite food items of the local people, there is a traditional practice or collective trend of the consumers, meat becomes one of the important or mandate food items on every Sunday where most of the family members are believed to be joining together. On this day the sellers were also much prepared for a large volume of sales. 84.17 percent of the consumers preferred buying the item sugar, it is found that the consumers intensively consume sugar and the item also plays a significant role in every household of the consumers, it is believed that sugar is one of the important items which involve even on settlement of disagreement. 65 percent of the consumers were regularly buying oil, which means 35 percent of the consumers were not interested in consuming oil, cooking exclusively with oil is one of the unique styles of the local consumers. Domestically, it is hard to miss the taste of this food item. The consumers of the district were habituated on consuming of Dal (By local name Hawai). From the above table, it is found that 60 percent of the consumers were buying Dals. Dals is one of the major food items of the district and followed by 57.5 percent of the total consumers were regularly buying rice, most of the sub-district are depending on the item from the other places like Moirang Block of Bishenpur District, known for importing dhram rice (by local name) and partially from other Districts. This is the significant finding for the local businessmen as challenges and opportunity in the long run perspectives business. Some part of the required quantity of rice were adequately adjusted from fair price shop and the remaining shortfall quantity was imported from other states, the intermediaries and businessman are mostly from mainland Indian, Bihari, Marwari, and Bengalese are the major business partner in the local market.

Consumer Buying Behaviour in Churachandpur District 105 In the above table also reveals that 55.83 percent of the consumers were buying a potato, the entire quantity of potato was imported from the other district or state which mean there is no production of potato in the district. Bishenpur district was adequately supplied most of the vegetable items and remaining shortfall were imported from the other states. 50 percent of the total consumers were buying Garlic. It is found that the local consumers used less quantity of garlic as there is also allied group of garlic, which is locally found like Maroi (by local name) commonly used items in the district. 45.83 percent of the total consumers were frequently buying Onion, local consumers have lessened habits of consumption of onion and some consumers are totally abstain using; 34.16 percent of the consumers also regularly bought Ginger. Among the Agro- base production in the district, it is found that Churachandpur district produces a large volume of ginger, this production is one of the importance and also plays a significant role of economic well being in the district. In order to simplify the analyzing, entire discussion can be made in accordance of block-wise, in Churachandpur block with 100 percent of consumers were frequent buyers of Meat real-time reasons and issues were mention above. of the total 80 per cent of the consumers were frequent buyers of Sugar followed by 78.26 per cent of the consumers were frequent buyers of Rice and Salt which means the remaining 21.73 percent of consumers were selfsufficient of Rice followed by 60 each percent of the consumers were frequent purchasers of Onion and Garlic; the above table also reveals that 56.52 percent of the consumers were regular buyers of Dals; it is found that 54.34 each percent of the consumers preferred buying Potato and Ginger and 50 percent of consumers were frequently buying of oil. In Henlep block, 40 percent of the consumers were frequent buyers of Rice and Onion followed by 30 percent of the consumers were regular buyers of the Potato; out of the total cent percent

106 Consumer Behaviour in Rural Market of the consumers were frequent buyers of Salt, Dal, and Meat respectively. 55 percent of the consumers were regular buyers of Oil; it is revealed from the above table that 50 percent of the consumers were frequent buyers of Garlic, and only 20 percent of the consumers were regular buyers of Ginger. Samulamlan block is known for the better Agro-based production among the districts since the major part of the area are plain and convenience land mass enable the local consumer suitability of agriculture farming practices. Of the total, only 25 percent of the consumers were regular buyers of Rice which means the remaining 75 numbers of the consumers were selfsufficient of Rice followed by 100 each percent of the consumers were buying Potato, Oil, Salt, and Meat respectively. It is found that Of 50 percent of consumers were frequently buying Dal; 30 percent of the consumers were regular purchasers of Onion which means the local people are meagrely used of onion, 45 percent of the consumers were frequent buyers of Garlic, and of the total 50 percent of the consumers were also frequent buyers of Ginger. In Singhat block, 70 percent of the consumers were frequent buyers of Rice the remaining 30 percent of consumers were selfsufficient and followed by 100 each percent of the consumers were preferred buying Oil, Salt, Sugar, and Meat respectively. Out of the total 50 percent of the consumers are regularly buying Dal and followed by 30 percent of the consumers were recurrently buying of Onion and of the total only 20 percent of the consumers were frequent buyers of Garlic and potato on the rural market. In Parbung block, the above table reveals that 60 percent of the consumers were frequent buyers of Rice and Meat and followed by 30 each percent of the consumers were preferred buying Potato and Onion regularly; of the total 40, each percent of the consumers were frequent buyers of Oil and Garlic. It is also found that 50 percent of the consumers were frequent buyers of Dal; and the item salts with cent percent of the consumers.

Consumer Buying Behaviour in Churachandpur District 107 In Thanlon block, 70 each percent of the consumers were found frequent buyers of Rice, Onion, and Garlic respectively, followed by a cent percent each of the consumers was buying Potato, Oil, Dal and Meat in the market. It is also found that 60 percent of the consumers were frequent buyers of Dal, and only 30 percent of the consumers were buying Ginger. Conclusion of the above discussion, we may sum up that, Churachandpur block with 78.26 percent of the consumers were record leading buyers of Rice in the district and Henlep with 40 percent of the consumers were least purchasers, which means rice production were adequately self-sufficient of the local people. For Oil, Samulamlan, Singhat and Thanlon blocks were leading buyers of oil with cent percent (100%) consumers and Parbung with 40 percent of the consumers were the least purchasers of Oil in the market. Cent percent of the total consumers from all the six blocks of the Churachandpur District was regularly purchased by Salt in the market. Henlep and Thanlon blocks with 100 percent of the consumers were ranked highest buyers of Dal in the market and the table reveals that 30 each percent of consumers were from Samulamlan, Singhat and Parbung blocks recorded the least buyers of Dal in the market. Singhat block with 100 percent of the consumers was ranked highest number of consumers buying of Sugar and none of the consumers buy oil from Parbung and Thanlon in the district. For Onion, with 70 percent of the consumers were from Churachandpur and Thanlon blocks have recorded the leading number of consumers buying of Onion in the rural market and only 30 each percent from Samulamlan, Singhat and Parbung blocks have the least numbers buyers.

108 Consumer Behaviour in Rural Market For Garlic, consumers from Churachandpur block with 70 percent were ranked highest number of purchasers of Garlic in the rural market and it is shown in the above table, consumers from Singhat block with only 20 percent were ranked lowest number of buyers in the market. For Ginger, it is found that Churachandpur block with 54.34 percent consumers were the leading purchasers of ginger and none of the consumers from Singhat and Parbung blocks buy this item, which means the blocks were self-sufficient of ginger production. One of the most interesting findings of the above discussion shows that 96 percent of the consumers were frequent buyers of meat except Parbung block with 60 percent. Therefore, 96 percent of the consumers were non-vegetarians in the district. The discussions are also represented in graph form as herewith below:

Cross-Tabulation of Commodities and price Range Interval in the District In the imperfect market, price inconsistency is common practice, being of unorganized structure, markets reflected their characteristic of non-uniformity of pricing theory. To find out

Consumer Buying Behaviour in Churachandpur District 109 the price variance of the different essential commodities in the market. The following efforts were put into practices which are shown in the table 1.4. From the above table, 5.4 can be observed that 28.07 percent of the total consumers purchased different types of essential commodities in the price range between Rs 5-20 in the rural market. There were altogether 269 numbers of consumers, out of which 116 numbers of consumers were recorded the highest number of buyers of Salt at the price line of Rs 5-20 followed by 59 numbers of consumers’ were purchased of ginger in the market. 36 numbers of the consumers were the third leading buyers of rice and it is found that 18 numbers of consumers purchased garlic were recorded the least number of the buyer in the price range between Rs 5-20 in the market. While analyzing in percentage wise, in 19.31 percent, 185 numbers of the total consumers purchased the different varieties of essential commodities in the range between Rs Rs 36-50 in the market. Among the consumers, 110 numbers of the consumers were leading purchasers of sugar at this price range and followed by 50 numbers consumers purchased potato in the rural market; 23 numbers of consumers were recorded as third highest number of purchasers of onion; and only 2 numbers of consumers were ranked least purchasers of garlic at the price of between Rs 36-50. With 16.28 percent, there were altogether 156 numbers of the consumers purchase the different types of essential commodities at the price line between Rs 111-above in the market. 120 numbers of consumers were ranked highest number of buyers of meat at this price range, whereas 36 numbers of the respondents were ranked least buyers of ginger in the rural market. At 15.55 percent, out of the total of 149 numbers of the consumers who purchased the different items of essential commodities in the price range of Rs 66-80 in the rural market.

79 2.71

15.55

Source: Computed from primary data

19.31

3.97

55 4.07%

16.28%

156

8.26

269

111- above

28.07

39

55

96-110

Percentage

149

35

4

81-95

Total

26

35

39

66

66-80

116

185

26

51-65

The Class Interval of Price (in Rupee)

Meat

Ginger

2

Garlic

110

50

36-50

23

59

18

55

21-35

Onion

Oil

Sugar

Dal

Salt

116

36

Rice

Potato

5-20

Commodities

(N = 116)

Table 5.4: Cross-Tabulation of Commodities and Price Interval in District, 2017

100%

958

116

59

63

62

90

110

70

116

68

91

Total

110 Consumer Behaviour in Rural Market

Consumer Buying Behaviour in Churachandpur District 111 The above table determined that 66 numbers of the consumers were recorded the highest number of purchasers of Dal at this price range followed by 39 numbers of the consumers’ purchased onion, 35 numbers of consumers were ranked third highest number of purchasers of garlic and the price range of Rs 66-80 have only 9 numbers of consumers which also recorded the least buyers of ginger.. As per the analysis in 8.26 percent, there were altogether 79 numbers of consumers who purchased the variety of essential commodities at Rs 21-50 price range. Among the consumers, 55 numbers of consumers have led purchasers of potato followed by 23 numbers of consumers and only18 numbers of consumers were recorded the least buyers of potato in the rural market. At 4 percent, there were altogether 55 numbers for the consumer’s purchased essential commodities at the price range between Rs 96-110 in the rural market. It is shown that all of the consumers in this group purchased by oil in the rural market. In the group of 3.97 percent, altogether 39 numbers for consumers’ purchased the different types of essential commodities at the ranging price of Rs 81-95 in the market. Of the total, 35 numbers of consumers were led purchasers of oil at in this group, and followed by only 4 numbers of the consumers were recorded the least number of purchasers of Dal in the rural market. At 2.71 percent, with 26 numbers of the consumers who purchased the variety of essential commodities at Rs 51-65 price range. It is found that the entire consumers were purchased garlic in the rural market. From the study, we can conclude that the price rates of the different varieties of essential commodities were mainly confined at the price range of the following: Rice was mainly confined at the price range of Rs. 21-35; Potato was in the price range of Rs

112 Consumer Behaviour in Rural Market 36-50; Salt at the price range of Rs. Rs 5-20; Dal at the price range of Rs 66-80; Sugar at the range of Rs.36-50; Oil at the price range of Rs 96-110; Onion at the price range of Rs. 66-80; Garlic were in the price range of Rs. 81-95; Ginger at the price range of 5-20; and Meat at the price range of Rs.111- above in the district. Therefore, for more deliberation of the study the discussion is represented in chart pattern as herewith below:

6 Consumers’ Consumption Pattern in Churachandpur District Introduction We, the people are the consumers which have the homogeneity in a pattern of consumption; one has his own choice of consumption, in all aspects the consumers’ desire to fulfill of his essential needs. In many of the cases, freedom of choice is on the questions, unknown forces temperately taken away the choice of the business community. This perception directly influences the consumers, by and large, the poor consumers in the imperfect rural market. Expanding towards the Churachandpur market, though the market showcases a lot of commercial importance. The exploitation of consumers is undeniable facts practices in daily business activities in the market. The most common practices on the mode of exploitation of consumers are like: hoarding, black market, tempering the quality and quantity of products, and sudden changes of price without convincing reasons, etc. The environments of Bandhs and Blockades on the other side are also the major significance of the above cases, which held the important responsibility on the equation of consumers’ consumption pattern in the rural market.

5

1.59

13

13

9

8-10

3.42

28

28

11

10-12

0

0

0

0

0

0

0

13

12-14

3.67

30

0

0

0

0

0

30

15

14-16

Source: Computed from primary data

2.20

18

0

0

0

0

18

7

6-8

The Class Interval of weekly Consumption (in kg & Lt.)

4-6

3.30

27

0

0

0

0

0

27

17

16-18

0

19

18-20

100

817

116

45

48

51

66

87

96

116

76

116

Total (N)

N.B – the respondents not included in the table were found not consuming these items

36.10

41.61

45

Ginger

Percentage %

48

Garlic

0

295

51

Onion

116

66 lt

Oil

47

406

40

Sugar

56

Total

40

76

3

2-4

Meat

116

Dal

1

0-2

Salt

Potato

Rice

Mid-point (x1)

Commodities items

Table 6.1: Weekly Consumption of Essential Commodities, 2017 (N = 116)

24.14

2

1

1

1

1

1

2.08

1

3

12.06

Average mean (x)

114 Consumer Behaviour in Rural Market

Consumers’ Consumption Pattern in Churachandpur District 115 The studies are segregated into different strata, as the complexity of consumers’ behavior and ways of consumption pattern, the following studies are conducted as below:

Weekly requirement/consumption of Essential Commodities In order to find out the consumer behavior in relation to the weekly consumption of the different items of essential commodities and pertinent questions were asked. The result of data analysis and interpretation is shown in the below table 1.5 according to the response provided by the consumers. Calculation of average means for the different essential commodities as follows;

Where X represents average means, N represents the total number of respondents, xi represents mid- value of the class interval

116 Consumer Behaviour in Rural Market

The above table 6.1 determined the consumers weekly consumption of rice at the different class intervals. There were all together 116 numbers of consumers, of which 30 numbers of consumers required rice at the range between 14-16 kg were ranked highest requirement of rice for weekly consumption followed by 28 numbers of consumers with 10– 12 kg class interval stood second. The remaining consumers with 27, 18 and 13 numbers required rice at the class interval of 16-18 kg, 6-8 kg and 8-10 kg stood third, fourth and fifth respectively. The average means of weekly consumption of rice were calculated as 12.06 kg. In the light of above table 6.1, it can observe the consumers requirement of potato for weekly consumption at the different class interval. Of the total, only 76 number of consumers were consuming potato at the class interval of 2-4 kg as shown in the above calculation. Therefore, the average mean of weekly potato consumption is calculated as 3 kg in a week. It is also found that the remaining consumers are not used to potato in their food items, mostly the consumers in this category are recorded in the remote areas.

Consumers’ Consumption Pattern in Churachandpur District 117 The information provided in table 6.1 determined that the entire consumers required salt in the range between 0-2 kg for weekly consumption. It is found that the average mean of salt consumption was calculated as 1 kg in a week. It can also be seen from the above table 6.1, the consumers required Dal with the different volume in the rural market. There were altogether 96 numbers of consumers consume Dal in the district, of the total it is found that 56 number of consumers require Dal in the range between 2-4 kg in a week, the research input reveals that under these household categories are mostly living in joint family and 40 number of consumers required Dal at ranges of 0-2 kg for weekly consumption. The average mean requirements of Dal for weekly consumption were calculated at 2.16 kg per week. The above table 6.1 showcase the consumer’s requirement of sugar in different calories for weekly consumption. There were altogether 87 numbers of consumers, out of which 47 numbers of consumers required sugar in the range of 2-4 kg for weekly consumption and 40 number of consumers required at the calories of 0-2 kg. The average mean for weekly consumption of sugar was calculated as 2.08 kg. As per the information provided by the consumers in table 6.1, it is observed that 66 numbers of consumers required oil at the volume of 0-2 kg for weekly consumption. It is found that the average mean was calculated as 1 kg for consumers weekly consumption. In the light of above table 6.1 determined that the consumer’s requirement of onion for weekly consumption. There are altogether 51 numbers of consumers, out of which the consumers were required onion at the range between 0-2 kg for their weekly consumption. The average mean on weekly consumption of onion was calculated as 1 kg.

118 Consumer Behaviour in Rural Market From the above table 6.1 showcases the consumer’s requirement of garlic for weekly consumption in the different range of calories. There are altogether 48 numbers of consumers, out of which the entire consumers have required garlic at 0-2 kg for their weekly consumption. The average mean of consumer weekly consumption of garlic was calculated as 1 kg. As per the information provided by the consumers in table 6.1, it is observed that 45 numbers of consumers required ginger in the range between 0-2 kg for their weekly consumption. The average mean was calculated as 1 kg of ginger for weekly consumption. In the light of above table 6.1, it is revealed that the consumer’s requirement of meat for weekly consumption at the different class interval in the market. There are altogether 116 numbers of consumers out of which the entire consumers were required meat in the range between 2-4 kg for weekly consumption. The average means of the requirement meat were calculated as 2 kg for their weekly consumption.

For the study, we can sum up that, the weekly consumption on different varieties of essential commodities were mainly confined at the range of 0-2 kg for the weekly requirement of essential

Consumers’ Consumption Pattern in Churachandpur District 119 commodities in the district of Churachandpur. The information can also be determined in graph forms herewith above.

Changing consumption level of essential commodities in varying seasons (in %) In this study, an effort is made to find out the consumer behavior in relation to the changing consumption level of essential commodities in varying seasons and accordingly questions were asked. The result of data analysis and interpretation are shown in the table 6.2 according to the response provided by the consumers. The above table 6.2 showcased the consumer changing consumption level of essential commodities at the varying seasons. For the changing consumption level of 1-10 percent, 116 numbers of consumers were considered as the highest number of consumers changing their consumption level of rice in the district followed by onion with 70 numbers of consumers was stood second. The remaining items like Dal, Potato, Garlic and Salt with 50, 30, 8 and 7 the number of consumers was found as third, fourth, fifth and sixth respectively. In the changing consumption level of 10-20 percent, the item garlic with 20 numbers of consumers was stood the highest change consumption level in the district and followed by 14 numbers of consumers were the least consumption of meat. The table also showcased the consumers changing consumption level of 20-30 percent. Among the items, potato with 30 numbers of consumers was recorded the highest number of consumers changing their consumption with the varying seasons followed by Dell and Meat with 20 each number of consumers were ranked second. The remaining items like the Onion and Salt with 8 each number of consumers were found in the least changing consumption level in the district.

8

7

0

11

292

Onion

Garlic

Salt

Ginger

Meat

Total

32

14

0

0

20

8

0

0

0

0

0

10-20

0

86

20

0

8

0

8

0

20

0

30

99

20

20

8

30

0

0

7

0

14

0

40-50

56

20

0

0

0

0

0

8

0

28

0

50-60

Source: Computed from primary data

22

8

0

0

0

8

0

6

0

0

0

30-40

79

0

7

8

56

8

0

0

0

0

0

60-70

48

0

0

0

26

0

0

0

0

22

0

70-80

The Class Interval on Household Changing Consumption level, (in %)

20-30

16

0

6

0

0

10

0

0

0

0

0

80-90

23

23

0

0

0

0

0

0

0

0

90-100

N.B – the consumers not included in the table were found not changed their consumption level in the varying season.

0

70

Oil

0

50

30

Potato

Dal

116

Rice

Salt

1-10

Commodities items

Table 6.2: Changing Consumption Level of Items in Varying Seasons, 2017 (N = 116)

120 Consumer Behaviour in Rural Market

Consumers’ Consumption Pattern in Churachandpur District 121 The changing consumption level of 40-50 percent, ginger, and meat with 20 each number of consumers were led to changes in consumption level during the varying seasons in the district. The item, Salt with 8 numbers of the consumers were least changing consumption level. In the changing consumption level of 80-90 percent. Among the items, Onion with 10 numbers of consumers has recorded the highest changing consumption level in the varying seasons and followed by Ginger with 6 numbers of consumers were least changing consumption level during the varying seasons in the district. The above table determined the consumers changing consumption level. Among the items, Meat with 23 numbers of consumers’ responded that the changing consumption level was at the range of 90-100 percent. The comparative assessment between summer and winter seasons have shown a lot of differences in consumption pattern, this is why the item, meat has a distance gap in the consumption level in the rural market. The entire discussion also represented in the graph which is given below:

122 Consumer Behaviour in Rural Market

Changes Consumption Level during Economic Blockades The rural consumers were apprehended on the frequency of Economic blockades in the market, which exert various kinds of inconveniences among the consumers, the rural consumers tend to manage or even minimizing their consumption level, to make it adjust the available essential commodities at the time of uncertainty (economic blockades). In this study, an effort has been made to find out the consumer behavior in terms of the changing consumption level of essential commodities with regards to frequent Economic Blockades. The result of data analysis and interpretation is shown in the below table according to the response provided by the consumers. Table 6.3: Distribution of Household Changing Consumption during Economic Blockades, 2017 (N = 116) Name of blocks

Household Changing Consumption during Economic Blockades (in %) Response

Increase in %

Yes

No

Churachandpur

10

40

10

Henlep

13

7

13

Parbung

3

7

3

Samulamlan

7

13

7

Singhat

4

6

4

Thanlon

3

7

3

Total Percentage

1-5 %

6-10%

Decrease in % 1-5%

40

66

40

33.33%

66.67%

33.33%

6-10%

Source: Computed from primary data

From the above table 6.3 shows that 80 numbers of the consumers’ with 66.67 percent responded that there are no changes in consumption level during bandhs and economic blockades in the rural market. Since the market effort to provide the required demand and supply of the consumers. Of the total 40 numbers of consumers were recorded from Churachandpur block followed by 13 numbers of consumers from Samlamlan block,

Consumers’ Consumption Pattern in Churachandpur District 123 7 each number of consumers were from Henlep, Parbung, and Thanlon blocks and 6 numbers of consumers were from Singhat block. The consumer consumption behavior was not affected during economic blockades or bandhs and strike in the district. Of the total 33.33 percent of the total consumers determined that there was a change of consumption level during bandhs and economic blockades in Churachandpur district of Manipur. There were altogether 40 numbers of consumers out of which 13 numbers of consumers were from Henlep block followed by 10 numbers of consumers were from Churachandpur block. 7 numbers of consumers were from Samulamlan block. 4 numbers of consumers were from Singhat block and 3 each number of consumers were from Parbung and Thanlon blocks respectively. The above table 6.3 it is observed that 30 numbers of consumers were decreased to a consumption level in the range of 1 – 5 percent during bandhs and blockades. Among the consumers, 13 numbers of consumers were from Henlep block stood highest in this category and followed by Churachandpur with 10 numbers of consumers in the second. The remaining blocks Samulamlan, Singhat and Parbung and Thanlon with 7, 4 and 3 each consumer placed third, fourth and fifth respectively. The consumers’ of the state, particularly Churachandpur consumers’ have learned in depth lesson on the impact of bandhs and blockades. Therefore, the consumers, make used off or adjusted the available resources during the uncertain event of bandhs and blockades in the district. From the above discussion, we may sum that, 66.67 percent of the rural consumers’ consumption behavior were not variant with bandhs and economic blockades in the district. 33.33 percent of the rural consumer consumption level was changed in the range of 1-5 percent during economic blockades in the rural market. Hence, the rural consumers were minimized their consumption level to make adjusting the available commodities at the time of

124 Consumer Behaviour in Rural Market uncertainty (economic blockades). Further discussion the analysis is represented in the graph as given below:

7 Impact of Bandhs and Blockades in Churachandpur District Introduction Manipur state has been losing over Rs. 1672.9 crores per day on every bandh and general strikes and Rs. 943.33 crores per day in every economic blockade (Serto, 2017). There were 103 days of economic blockades in 2016 and 76 days till March 2017. Therefore, the total loss between 2016 and 2017 due to strikes and bandhs and blockades is Rs 2616.23 crores (Serto, 2017). Of the total 365 days, there were 224 days affected by the bandhs and blockades in 2010 in the state which means 211305.92 crores loss (224 days x 943.33 crores) during this year. Instability of economy transitions in the state is the one suppress the economic growth and resulted in the economy victims squarely on the innocent consumers. Manipur is connected by road to the rest of India and to Myanmar by three national highways (NH-39, NH-53, and NH153). Several hundred of trucks ply this route daily bringing essential commodities such as food grain, petrol, diesel, cooking gas, etc.., from other parts of the country (Singh A M. 2007). As evident, such bandhs and blockades have had an adverse impact on Manipur economy. According to Indian Oil Corporation Limited, Petroleum product (POL, 2009), the economic impact of bandhs and blockades during 2010-11 was estimated at about Rs.

126 Consumer Behaviour in Rural Market 206.8 crores, while the total economic loss due to the blockades on highways was estimated at about 239.2 crores. The total loss was Rs. 446 crores, the same study estimated that during 2011-12 the total loss caused by bandhs and blockades was Rs. 553.23 crores. An estimated loss for 20012-13 was Rs. 520.73 crores.

Important Facts of Bandhs and Blockades in Manipur

a. Nineteen (19) episodes of Bandhs and Blockades for over two hundred and twenty-four (224) days long the National Highways (NH 39 & 53) in the year 2010



b. 273 different kinds of Bandhs and Blockades affects the state about 936 days during 1970 to March 2000, with available data from the State Archives, (in the year 2009) Government of Manipur



c. A debate was organized by “IPATHOUKOK” a voluntary organization of Naoremthong in 1983.



d. Rally against Bandhs was also organized in Bishnupur District Headquarter in the year 1999.



e. “The Supreme Court had banned Bandhs in 1998. In 2004, the Supreme Court fined the Bharatiya Janata Party and Shiva-Sena for organizing a Bandh in Mumbai against a bomb blast in the city”.



f. In Manipur, the Government also banned this kind of medium of expression, on 28th August 1999.



g. A 7 member house Committee was constituted to control Bandhs and Blockades in the state assembly session in 2010 with 1. Th. Debendro Singh 2. O. Joy Singh 3. Radhabinod Koijam 4. R. K. Ananda Singh 5. Dr. Kh. Loken 6. L Nandakumar and 7. Dr. Kh. Ratankumar Singh

Impact of Bandhs and Blockades in Churachandpur District 127

Perceptual Frequency of Economic Blockades in Churachandpur Manipur is one of the most land locking places in the North-eastern Region, she survives only with the two National Highways connected through the neighboring state, where life is uncertain in many ways and means. In this study, an effort has been made to find out the frequency of economic blockades. Keeping the duration parameter and their occurrence of economic blockades accordingly consumers’ behavior was evaluated in the rural market. Table 7.1: Perceptual Frequency of Economic Blockades in the District, 2017 (N = 116)

Name of blocks

The class interval of economic blockades in days and No. of household in a year 0-60

60-120

Chuarachandpur

39

11

Henlep

15

5

Parbung

6

4

Samulamlan

20

Singhat

10

Thanlon

9

Total

89

20

76.72

17.24

Percentages %

120-180

180-240

240-300

Source: pre-tested questionnaire

Manipur gain as much as popularity in sports and other events it’s equally known for bandhs and blockades culture in the country, hence its generally known as Bandhpur an unofficial name by the local people. Bandhs and blockades are the epicenter of solution tools for every problem in Manipur. The Government, in particular, was a deaf ear on the handling of public grievances unless the imposition of bandhs and blockades which makes the environment heavy burden for the public and the government as well. The government will little act or call for discussion which

128 Consumer Behaviour in Rural Market is only for temporary adjustment and this unprincipled mind of the agreement are the origin of manufacturing another problem in the state. All this scalar chain of motoring the law and order system was drastically drowning the economic well being, and to inconvenience for people performing of economic activity in the state particularly for rural poor or weaker sections of the society. All these reasons are best known by the government themselves. On the other hand, the nature of tendering the public grievances by the civil organizations was more equation with the tools of bandhs and blockades. In spite of knowing it, the victim is only more severed with innocent consumers and also the huge economic loss of the state. A few solutions on the table of deliberation were maintained. It’s time for every stakeholder, to see it things differently, before much division by all man-made calamity in the state. In particular to Churachandpur District, though the district has the direct connectivity of national highway with another state (Mizoram) and been plying of the vehicle on a daily basis. The real-time connectivity to the neighboring state is inadequate the road condition is dreadful and it remains as climate road. Therefore, the state bandhs and blockades were impacts of the normal business transition in the district. The district has severe experience on the sudden changing price of essential commodities on the account of bandhs and blockades. On the other hand, Businessman insatiable and calculative nature bred another style of business like artificial scarcity of essential commodities is one of the major setbacks in the rural market. Some of the important factors discussed as under: From the above table 7.1 determined the frequencies on occurring of bandhs and blockades in the district. Of the total 89 numbers of the consumers responded that the numbers of bandhs and blockade were a range of 0-60 days annually in the rural market. Among the consumers, consumers from Samulamlan

Impact of Bandhs and Blockades in Churachandpur District 129 block and Singhat block were ranked highest with cent percent (100%) of the consumers responds the frequency of bandhs and blockades and followed by a Thanlon block with 90 percent of the consumers were in second. The remaining blocks, namely Churachandpur block; Henlep block and Parbung block with 84.78 percent, 75 percent, and 60 percent stood third, fourth and fifth respectively. The table 7.1 reveals that 20 numbers of the consumers’ response to the annual frequency of the bandhs and blockade were at a range of 60-120 days in the rural market. Consumers from Parbung block with 40% record highest numbers of responses on the frequency of economic blockades and followed by Churachandpur block 39.91 percent. The remaining blocks, namely Henlep block with 25 percent were placed third and it is found that none of the consumers from Samulamlan and Singhat blocks have any response in this category.

In conclusion, in the rural market, the imposition of bandhs and blockades were mainly confined at 76.72 percent, which is 0-60 days in a year. Therefore, marketers must evaluate the occurrence of bandhs and blockades and make the business plan accordingly, this in turn, processing the environment into a

130 Consumer Behaviour in Rural Market business opportunity. Further, presented in graph form which is given above.

Purchase Duration in Economic Blockades The perceptions of rural consumers’ are tremendously different during normal life and to that of Economic blockades. In this study, an effort has been made to find out the consumer behavior in term of purchase Duration of essential commodities during bandhs and Economic blockades, and trace out the parameter that stimulates the rural consumer to participate in buying and selling the essential commodities during Economic blockades in the rural market. In the light of the table, 7.2 determined the consumers’ purchased duration of essential commodities from the following blocks of Churachandpur district in Manipur. 40 numbers of consumers are observed that they preferred buying the essential commodities on a weekly basis during bandhs and blockades. Consumers from Samulamlan block with 80 percent were recorded the highest number of consumers preferred buying of essential commodities on a weekly basis in the market, followed by Churachandpur block with 78.26 percent of the consumers were in this category. The remaining blocks, namely Henlep block, Parbung Block, Singhat block and Thanlon block with 65 percent, 60 percent and 40 percent each from Singhat block and Thanlon block stood third, fourth and fifth respectively, preferred buying the essential commodities on a weekly basis in the market. In the categories of 25 percent, 30 numbers of consumers were preferred buying the essential commodities on a monthly basis during bandhs and blockades. Consumers from Singhat and Thanlon blocks were recorded highest with 50 percent regularly buying the essential commodities on a monthly basis, followed by Henlep Block with 25 percent of the consumers. The remaining blocks, namely Churachandpur block, Samulamlan block and

3

2

3

1

1

1

16

Henlep

Parbung

Samulamlan

Singhat

Thanlon

Total

Daily

Churachandpur

Name of blocks

13.79

10

10

5

30

10

6.52

70

4

4

16

6

13

36

Weekly

60.34

40

40

80

60

65

78.26

Percentage %

30

5

5

3

1

5

11

Monthly

Source: Computed from primary data

Percentage %

25.86

50

50

15

10

25

23.91

Percentage % Annually

Household Purchase interval during Economic Blockades (in No. & %)

(N = 116)

Table 7.2: Distribution of Household Purchase Duration during Economic Blockades, 2017

116

10

10

20

10

20

50

Total

Impact of Bandhs and Blockades in Churachandpur District 131

132 Consumer Behaviour in Rural Market Parbung block with 23.91 percent, 15 percent, and 10 percent were placed third, fourth and fifth respectively, purchase the essential commodities on a monthly basis in the market. However, consumers have apprehended the impact of frequent Economic Blockades which resulted in the sudden inflated price rate, the consumers purchase the required commodities in more quantity which can be sufficient at least a month. By 13.79 percent, 26 numbers of consumers were preferred buying the essential commodities on a daily basis during bandhs and blockades in the rural market. Of the total blocks, Parbung block was ranked highest with 30 percent of consumers regularly buying the essential commodities on a daily basis, followed by Henlep block, Singhat block and Thanlon block with 10 percent each consumer respectively. The remaining blocks, namely Churachandpur block and Samulamlan block with 6.52 percent and 5 percent were stood third and fourth, purchasing the essential commodities during bandhs and blockades on a daily basis.

We can conclude that 60.34 percent of the rural consumer was preferred buying the essential commodities on a weekly basis

Impact of Bandhs and Blockades in Churachandpur District 133 during Economic blockades in the rural market. 25.86 percent of the consumers were apprehensive the impact of frequent Economic Blockades, the consumers purchase the required essential commodities in more quantity which can be sufficient for a month (Chiru. P. R, 2017b). 13.17 percent of the consumers were preferred buying the essential commodities on a daily basis during Economic blockades because the rural markets were in a position to supply the fresh items of required commodities on a daily basis. Presented the analysis in the graph form as given above.

Changes of Consumption Level during Economic Blockades The rural consumers were apprehensive about the frequent occurrence of Economic blockades in the district. Bandhs and blockades play a significant role influencing much to the rural dweller, the poorest consumers are the major victim of bandhs and blockades which directly control their economies since the normal business life is one of the essentiality welfare of their livelihood. Particularly in 2010, Manipur has around 234 days of bandhs and the blockades, this event exerts salt to the wound especially to the weaker section of the society. Table 7.3: Household Changing Consumption during Economic Blockades, 2017 (N = 116) Household Changing consumption Pattern (in %) Name of blocks

Response

Increase in % 1-5 %

6-10%

Decrease in %

Yes

No

1-5%

Churachandpur

10

40

10

Henlep

13

7

13

Parbung

3

7

3

Samulamlan

7

13

7

Singhat

4

6

4

Thanlon

3

7

3

6-10%

134 Consumer Behaviour in Rural Market Total Percentage

40

66

40

33.33%

66.67%

33.33%

Source: Computed from primary data

From the above table 7.3, it shows that 80 numbers of the consumers’ with 66.67 percent consumption level are not affected by bandhs and blockades in the district. Categorically, the consumers were able to get their demand and supply of the essential commodities. On the other hand, the market was also in a position to fulfill the consumer demand with their buffer stock. Of the total, 40 numbers of consumers were from Churachandpur block followed by 13 numbers of consumers were from Samlamlan block, 7 each number of consumers were from Henlep, Parbung, and Thanlon blocks respectively, and 6 numbers of consumers were from Singhat block. Analysis as per percentage-wise, in 33.33 percent, it shows that there was a change of consumption level during bandhs and blockades in Churachandpur district of Manipur. Altogether 40 numbers of consumers, out of which 13 numbers of consumers were from Henlep block, followed by 10 numbers of consumers were from Churachadpur block. 7 numbers of consumers were from Smulamlan block fall under this category, 4 numbers of consumers were from Singhat block and 3 each number of consumers were from Parbung and Thanlon blocks respectively. The table 7.3 determined that 30 numbers of consumers have decreased the consumption level in the range of 1 – 5 percent during economic blockades. Among the consumers, 13 numbers of consumers were from Henlep block, 10 numbers of consumers were from the Churachandpur block in these categories, 7 numbers of consumers were from Samulamlan block, 4 numbers of consumers were from Singhat block and 3 each number of consumers were from Parbung and Thanlon blocks respectively.

Impact of Bandhs and Blockades in Churachandpur District 135 The consumers’ communities were apprehended on the frequent occurrence of economic blockades in the rural market. Hence, the rural consumers were minimized their consumption level to make an adjustment of the available commodities during the time of uncertainty.

For the study, we may sum that, 66.67 percent of the rural consumers’ consumption behavior was not swift change with the occurrence of economic blockades. It is found that 33.33 percent of the rural consumer consumption level changed in the range of 1-5 percent during economic blockades. The analysis also presented in the graph form herewith asunder:

Price variation during Economic blockades In the imperfect market, the price of essential commodities was widely different on little changes of normal business life; the local consumers are widely understood the manner in which the local businessmen inflated the unconvincing price of the essential commodities in the name of bandhs and blockades in the rural market.

136 Consumer Behaviour in Rural Market Table 7.4: Distribution of Price Variation during Economic Blockades, 2017 (N = 116) Name of blocks

Consumers Yes

No

Changes of price (Rs) 5-20

21-35

36-50

51-65

8

66-above

Churachandpur

46

30

8

Henlep

20

3

8

9

Parbung

10

2

6

2

Samulamlan

20

4

3

Singhat

10

4

6

7

1

5

Thanlon

10

4

6

Total

116

47

23

15

31

100%

40.51%

19.17

12.5

26.72%

Percentage %

Source: Computed from primary data

The above table 7.4 determined that cent percent (116) of the consumers’ responds to the unconvincing changing price of essential commodities during the economic blockade. Nonsystematic mode of the business transition in the rural market are the primary factors leading to exploitation the rural consumers. There are no questions of whom to be counted and accountability of each stakeholder. Precisely the above table determined the real-time practices in the market and dealing with pricing policy. Among the consumers, 46 numbers of consumers were from Churachandpur block, 20 each number of consumers were from Henlep and Samlamlan blocks and 10 each number of consumers were from Parbung, Singhat and Thanlon block respectively. While analyzing in percentage wise, in 40.5 percent of the consumers showcase the skyrocketing changes in the price of essential commodities. As per the consumers’ responses are concerned, it can be understood that the price of essential commodities has shot up at the range of Rs 5-20 during bandhs and blockades in the rural market. There were altogether 47 numbers of consumers out of which 30 numbers of consumers were from

Impact of Bandhs and Blockades in Churachandpur District 137 Churachandpur block followed by 4 numbers each of consumers were from Samulamlan block, Singhat block and Thanlon block respectively. 3 numbers of the consumers were from Henlep blocks and 2 numbers of consumers were from Parbung block. At 26.72 percent, the price of essential commodities was changed in the range between Rs 66-above during bandhs and blockades in the rural market. There were altogether 31 numbers of consumers under this category, out of which 9 numbers of consumers were from Henlep block and followed by 8 consumers were from Churachandpur block, 7 numbers of consumers were from Samulamlan block; 5 consumers were from Singhat block. The consumers’ responded that the higher inflated prices of essential commodities were much discouraged the purchasing power of the local consumers. In 19.17 percent of the total consumers can be observed that the price of essential commodities was changed in the range of Rs 21- 35 during bandhs and blockades in the rural market. Altogether 23 numbers of the consumers, out of which the many affected by this price ranges where Henlep block since the higher numbers of consumers i.e.8 numbers of the consumers were from the block followed by 6 each number of consumers from Parbung and Thanlon blocks respectively. Only 3 numbers of consumers were from a Samulamlan block fall on this category. In the 12.5 percent of the total consumers, the above table shows that the price of essential commodities was changed at the price ranges from Rs 36- 50 during bandhs and blockades in the rural market. Of the total 8 numbers of consumers were from Churachandpur block and followed by 6 numbers of consumers were from Samulamlan block and only consumers from Singhat block.

138 Consumer Behaviour in Rural Market From the study, we may conclude that cent percent (100%) of the consumers’ responds to the skyrocketing changing price of the essential commodities during economic blockades in the rural market. The highest changing price of essential commodities is found in the range of Rs 5 -20 in the market and followed by the price ranges from Rs 66-Above and the least changing price ranges of essential commodities were between Rs 36-50. The changing price of essential commodities was frequently affected by the local market and the local consumers left without others alternative they ought to purchase in any prevailing price line of essential commodities in the rural market. Which is also presented in graph form as given below:

Alternative means of purchasing essential commodities during economic blockades In the local market, there is the limited scope of alternative places to purchase the required essential commodities as the market is localized and un-organized form of approach. In this study, an effort has been made to find out the consumer behavior in term of the fixed type of purchase in the “local” market. The result of data analysis and interpretation is shown in the below table according to the response provided by the consumers.

Impact of Bandhs and Blockades in Churachandpur District 139 Table 7.5: Alternatives Mode of Purchased during Economic Blockades, 2017 (N = 116) Response Name of blocks

Yes

Percentage %

No

Percentage %

Churachandpur

46

100%

Henlep

20

100%

Parbung

10

100%

Samulamlan

20

100%

Singhat

10

100%

Thanlon

10

100%

Total

116

100%

Source: Computed from primary data

From the above table 7.5 shows that cent percent (100%) of the total consumers responded that there were no alternative means to purchase the essential commodities from other than the local market during the time of bandhs and blockades. Since there are limiting factors, both on the business transition and transportation in the district. There are altogether 116 numbers of consumers, out of which 46 numbers of consumers from Churachandpur block were recorded leading consumers under this category, followed by 20 each number of consumers were from Henlep and

140 Consumer Behaviour in Rural Market Samulamlan blocks and 10 each number of consumers were from Thanlon, Parbung, and Singhat block respectively. Hence, we may conclude that there is no alternative source for purchase and the fulfillment of consumers’ satisfaction in the rural market, whether products were accepted by the local consumers; the facilities of purchase were fitted only in the local market. In any situation, the consumers mostly confined the purchase of essential commodities in the rural market. The analysis also presented in the pie chart given above.

Statistical Analysis In order to simplify on the above discussion, the whole argument was represented in the statistical analysis, logically research questions were developed in the relationship between the impact of economic blockades and inflated price rate of the essential commodities. Q1. Is there progressive relationship between the economic blockades and the price rate of essential commodity in the market? The class interval of price variation of essential commodities (Y)

The class interval on the frequency of economic blockades, in days (X) 0-72

72-144

144-216

216-288

288-360

0-20

70

15

3

5

5

20-40

25

11

3

0

6

40-60

16

4

0

6

1

60-80

28

0

0

0

0

80-100

20

10

2

7

5

Source: pre-tested questionnaire

Calculation of Karl Pearson’s Coefficient of Correlation between the price variation and economic blockades in relation to the frequency of economic blockades (in Days and Rupee)

Impact of Bandhs and Blockades in Churachandpur District 141 Let us introduce two new variables u & v was given by the relation Where u represent the price variation of essential commodities and v represents the frequency of economic blockades; y represents the class interval in price variation series and x represents the class interval of the frequency of economic blockades series

Substituting the above values in Karl Pearson’s formula

Therefore, the relationship between the frequency of economic blockades and price variation during economic blockades were positively correlated in the study areas as the calculated value is 0.40 approximately.

1 0

3 0

5 0

7 0

9 0

20-40

40-60

60-80

80-100

m.p

0-20

Price variation (in Rs)

(X)

-306

612

359

Fv

Fuv

F

2

1

0

-1

-2

fv2

40

20

0

-20

-40

x-50

v u

-120

61

40

-40

153

-80 20

-44 22

0 16

50 25

280 70

-2

108

Mid-points 36

y-180

0-72

(Y)

10

0

0

40

-20 10

0 0

0 4

11 11

30 15

-1

-60

180

72-144

Rupee)

22

18

18

10

0 2

0 0

0 0

0 5

0 3

0

0

252

144-216

5

68

34

18

14 7

0 0

0 6

0 0

-10 5

1

60

324

216-288

457

738

738

34

20 5

0 0

0 1

-12 6

-20 5

2

120

288-360

-133

88

22

0

-47

196

Fu

537

76

22

0

47

392

fu2

457

-22

-22

27

96

387

fuv

Red colour present fuv

-294

44

22

27

47

98

F

Table 7.6: Calculation of coefficient of correlation between the price variation and economic blockades (in Days and

142 Consumer Behaviour in Rural Market

Impact of Bandhs and Blockades in Churachandpur District 143

Impact of Bandhs and Blockade in Churachandpur District Introduction Manipur has the dubious distinction of having the maximum amount of bandhs and blockades, which adversely affect its economy and inconvenience the people. Though directed against the state, these bandhs and blockades underscore the deepening polarization of society and polity there. Manipur is connected by road to the rest of India and to Myanmar by three national highways (NH-39, NH-53, and NH-13). Several hundred trucks ply this route daily bringing essential commodities such as food grain, petrol, diesel, cooking gas, etc.., from other parts of the country (Singh. 2007). As evident, such bandhs and blockades have had an adverse impact on Manipur economy. According to Indian Oil Corporation Limited, Petroleum product (POL, 2009), the economic impact of bandhs and blockades during 2010-11 was estimated at about Rs. 206.8 crores, while the total economic loss due to the blockades of highways was estimated at about 239.2 crores. The total loss was Rs. 446 crores, the same study estimated that during 2011-12 the total loss caused by bandhs and blockades was Rs. 553.23 crores. An estimated a loss for 20012-13 was Rs. 520.73 crores. The recent restorations on economic stability and the merging of socioeconomic development ushering by the new BJP led state government, to establish the hope of fertility revival in the state. Entrepreneur’s’ aspiration multiple with the establishment of the South-East Asia corridor, trade relation is becoming economic viability which strengthening the prospect of business. Taking the concept above of all establishments by the state government under the theme entitled ‘Go to Hill’ has the expectation of favorable law and order condition which facilitate the uninterrupted flow of business transition in the near future.

Analysis and interpretation In this stage, an attempt is made to analyze the primary data collected through questionnaires, the main purpose of the analysis

144 Consumer Behaviour in Rural Market is to fulfill how to do bandhs and blockades significant impact on local consumers?. Therefore, two suitable statistical tools, namely Correlation and Percentage Method under SPSS 21.0 version were administered as follows:

(A). Partial Correlation analysis TABLE 7.7: Composir Demographic Characteristic of the Respondents, 2017 (n=120) Variables

Age

Education

Below 25 25-35 35-45 Above 45 Illiterate Can only read Can read and write Primary High School Others

Gender

Total

Male

Female

3 3 8 1

10 43 32 20

13 46 40 21

20 10 41 24 4 2

20 14 43 33 8 2

0 0 2 9 4 0

Marital Status

Married Un-Married Widow

15 0 0

91 4 10

106 4 10

Mode of purchase

Daily Weekly Monthly Annually

0 2 5 0

43 50 20 0

43 52 25 0

Source: computed from primary data

From the above table 7.7 reveal the demographic feature of the study area. There are altogether 120 numbers of the respondents, out of which 105 numbers of respondents belong to a female category and the remaining only 15 numbers of respondents were male. The female consumers with 46 numbers are under the age group of 25-35 years, the leading participants in this study. Followed by 40, 21 and 13 under the age group of 35-45 years, above 45 years and below 25 years were stood second, third and fifth respectively.

Impact of Bandhs and Blockades in Churachandpur District 145 In regard to education qualification of the respondents, 43 numbers of the consumers can read and write which has the highest number of respondents. Followed by 33; 20; 14; 8; and 2 numbers of consumers who are in the primary level, illiterate, can read only, high school and others stood second, third, fourth, fifth and six respectively. Marital status in the study area, 106 numbers of female consumers were married, 10 numbers of consumers were in the widow categories and only 4 female consumers were unmarried. All the male consumers were married in the study area. The table also reveals the mode of purchase of essential commodities in the rural market during bandhs and blockade. There are altogether 120number of consumers, out of which 52 numbers of consumers were purchasing essential commodities on a weekly basis in any situation in the market. The remaining respondents, 43 and 25 purchased the products on a daily and monthly basis in the rural market during bandhs and blockades. Table 7.8: Cross-Tabulation on Changing Price and No. of Economic Blockades, 2017 (N = 120) Frequency

Percentage

Cumulate percentage

Rs 5-20

45

37.5

37.5

Rs 21-35

21

17.5

55.0

Rs 36-50

23

19.5

74.5

Rs 50 above

31

25.5

100

Total

120

100

1-60days

97

82.5

82.5

60-120 days

21

17.5

100

Total

120

100

Particular Changing price essential commodities during bandhs and blockades Frequency of bandhs and blockades

Source: Computed from the primary data

In the above table 7.8 showcases the cross frequency above the changing price of essential commodities and the number

146 Consumer Behaviour in Rural Market of Bandhs and Blockades in the rural market. There altogether 120 numbers of consumers, out of which 45 (37.5%) number of consumers responded that the price of essential commodities changes at the range of Rs 5-20 during bandhs and blockades. Followed by 31, 23 and 21 numbers of respondents with 25.5%, 19.5%, and 17.5% stood second, third, and fourth respectively. The above table also shows the frequent occurrence of bandhs and blockades in the study area. Out of the total of 120 consumers, 97 (82.5%) numbers of consumer response that there were at least 1-60 days of bandhs and blockades in the rural market annually. 21 (17.5%) number of respondents also response that in annually in the rural market, there used to be bandhs and blockade at the range of 60-120 days which interrupt the normalcy of business transaction. Table 7.9: Partial correlation between Particular

Purchase interval

Purchase interval

-

The Frequency of Bandhs and Blockades

The frequency of Bandhs and blockades

.654 (.000)

Changing consumption pattern

.569 (.000)

.345 (.000)

Changing the price of commodities

0.389 (.000)

.485 (.000)

Changing Consumption Pattern

Changing the price of the commodity

.134 (0.145)

Source: computed from primary data Age, gender, education and marital status were controlled

The above table 1.3 shows the relationship between the frequency of bandhs and blockades, changing consumption pattern, and changing the price of essential commodities in the rural market. The table revealed that there is a strong positive

Impact of Bandhs and Blockades in Churachandpur District 147 relationship between the frequency of bandhs & blockades and the mode on purchase of essential commodities in the rural market (X2 = 0.654, P = 0.000), it is found that there is the moderate positive relationship between changing consumption pattern and mode of purchase of essential commodities (X2 = 0.569, P = 0.000). The table further revealed the weak positive relationship between the changing price of essential commodities and the mode of purchase of essential commodities (X2 = 0.389, P = 0.000). The table also determines the correlation between the variables in the study area. It shows that there is a weaker positive relation between the consumption pattern and the frequency of bandhs and blockades as the calculated X value show 0.345 and P = 0.000. It further maintained that the changing price of essential commodities and the frequency of bandhs and blockades show the average positive relation as the calculated value of X is 0.485, P= 0.000. There is a very weak relationship between the changing price of essential commodities and consumption pattern as the calculated value of X is 0.134, P = 0.145.

Findings The purpose of the study is to find out the consumer behavior in term of their consumption pattern; the premium price paid on account of bandh and blockades in the rural market. For the fulfillment of the objectives of this study, a scheduled form of the questionnaire was distributed to 120 respondents. After analyzing their responses, the following are the important findings.

1. It is found that 52 numbers of local consumers were purchased essential commodities on a weekly basis during bandhs and blockades in the rural market. The remaining respondents 43 and 25 of local consumers purchased of essential product on a daily and monthly basis, respectively, in the rural market during bandhs and blockades.

148 Consumer Behaviour in Rural Market

2. There are no local consumers purchased the essential commodities on the annual basis



3. It presented that there is not much effect bandhs & blockades in the consumption pattern of local consumers as the calculated value of X show only 0.345 P = 0.00



4. It is also found that there is the very weak impact of changing the price of essential commodities on changing consumption pattern of local consumers (X = 0.134, P = 0.000)



5. It is found that there is the strong impact of bandhs and blockades and purchased interval of essential commodities in the rural market as the calculated value of X show 0.65



6. It presented that there is an average impact of frequency of bands & blockades on changing prices of essential commodities (X = 0.485, P = 0.000)



7. It also found that there is the average impact of the purchased interval of essential commodities on changing prices of essential commodities (X = 0.389, P = 000)

It may sum up that there is a progressing relationship between bands and blockade and buying behavior of rural consumers since the calculated value of X shows 0.654, the strong positive correlation between the variables.

Suggestions In the light of the above findings emerging out of the study, the following suggestion can be put forward to ensure that consumers were buying in their best knowledge in relation to their rights, protection and more apprehensive the impact of frequent economic blockades in the market.

1. It is suggested that the respondents should purchase the required essential commodity to be sufficient for a month

Impact of Bandhs and Blockades in Churachandpur District 149 in apprehension on the impact of the frequent Economic block on the market.

2. In accordance to the consumer preferences on buying essential commodity are concerned, marketers should evaluate the respondents’ response in reflecting normal service and during the time of economic blockage in the market and accordingly arrange the required stocks for the better sale for the better smile.

So, every seller’s must give kin important to the rural consumers for the better advancement of their business, rural consumers are the main backbone of their business. So, deceiving or manipulated to the consumer will be only electrocuted to their business because the present concept of marketing is not product oriented but it is consumer oriented. The seller must satisfy the consumer’s need and requirement. On the other hands, the rural consumers were encouraged to educate the consumer rights and their protection to minimize the exploitation, and must also be apprehensive about the frequent impact of economic blockades on the market.

Conclusion It can be concluded that the respondents required to examine about the product and the price of essential commodities while purchase in the rural market because there is a huge quantity of duplicate commodity were supplied from the neighboring country. Therefore, the rural consumers need to take the utmost care in relation to price, quantity, quality, manufacturing date, expiry date, etc. while the purchase of an essential commodity in the rural market. On the other hand, it will be beneficial to improve the two Highways, Tipaimuk road about 470 km and Guite road 437 km which is connecting Churachandpur District and Mizoram

150 Consumer Behaviour in Rural Market state. Even as there are daily Tata Sumo services, the price of the commodity was skyrocketing changes because the road condition was extremely worse, around 48 hours are taken on the one journey. Therefore, once these roads were developed, it will be an opportunity for alternative means to supplement the supply at the time of economic blockades. Therefore, the number of suggestions forwarded in this study, which will help the rural consumers more conscious of buying behavior in the rural market and achieve excellence.

8 Churachandpur District Consumers Awareness in Rural Market Introduction A consumer is one who buys any goods or services, by paying its price, either for his own consumption or for his livelihood. Therefore, everybody is a consumer in one way or the other way. Philosophers and thinkers have regarded consumers as the base of every business. But it is still a common practice that businessmen exploit the consumer with regard to quality, quantity, weight, price and the related factor involved in the daily business transaction. Ignorance is one of the prominent factors contributing to the exploitation and most prevalent among the rural mass. Hence, keeping in view the vital goal of consumer welfare, a grass root level survey has initiated to observe, understand and analyze the behavior of the rural consumers with particular to weaker section. There is a set of dozen consciousness to find out whether consumers are conscious of their rights in the open market and heavy premium paid on account of bandh and blockade. The consumers get lost in the milieu of slightly different commodity in the imperfect market. Preference has stronger

152 Consumer Behaviour in Rural Market appeal and bearing; which becomes deciding factor for strength to purchase without knowing or little knowing the product which is overshadowed by preferences; a strong emotional reaction also overrides opportunity. In another word, the consumer movement needs a proper understanding on the part of the buyer; because we are dealing with human beings. In this study, an attempt was made to know the level of consumer exploitation in a rural market in respect of marketing and consumption of fast moving consumable goods in Churachandpur district of Manipur.

Importance of Consumers Protection Consumer protection is very wide. It includes rights, responsibilities and various remedies available to consumers. It is not only beneficial for the consumer, but it is equally important for businessmen also.

Importance from consumer’s point of view

1. Consumer Ignorance: consumer protection provides information to the ignorant consumers regarding rights and remedies available to them. It spreads awareness so that consumers can know about the various Redressal agencies where they can approach to protect their rights.



2. Unorganized consumers: In developing countries like India, consumers are not organized. There are very few consumer organizations which are working to protect the interests of consumers. Consumer protection encourages the establishment of more consumer organizations. The consumer protection provides power and rights to these organizations as these organizations can file cases on behalf of consumers.



3. Widespread Exploitation of Consumers: Although nowadays consumer is the kingpin in the market then also there is a lot of exploitation of consumers as businessmen use various unfair trade practices to cheat and exploit

Churachandpur District Consumers Awareness in... 153 consumers. Therefore, consumer protection provides safeguards for consumers from such exploitation.

Importance of Consumer Protection from Businessmen’s Point of view to the consumer if they want to prosper in a competitive market. Consumer protection provides following from such to businessmen:

1. Long-term Interest of Business: After the liberalization and globalization the level of competition has increased so much that not only internal but business has to face international competition the businessmen can win and capture a big share in the market only when they are able to satisfy its customers by designing the product keeping in mind the requirements of customers. The businessmen who ignore the interest and satisfaction of customers lose their goodwill and clients. So it is the interest of the business itself to keep its customers satisfied.



2. Businessmen Use Societies Resources: Businessmen used the resources. They earn a profit by supplying goods and services to the members of society so it must do something for society. Businessmen are merely trustees of resources, they must use these resources for the benefits of consumers.



3. Social Responsibilities: A businessman has a social obligation towards various groups and customer is one the important groups. It is the responsibility of businessmen to provide quality goods at a reasonable price. Consumer protection guides businessmen to provide social responsibilities.



4. Moral/ Ethical Justification: Traditionally ethics were part of the profession only, but today ethic is playing a very important role in business also. The ethic or moral values

154 Consumer Behaviour in Rural Market practiced by the businessmen adds glory of businessmen. In today’s environment without ethical value is not more than a criminal activity and no civil society can tolerate and allow the existence of the unethical business.

5. Government Intervention: If businessmen want to avoid the intervention of Government then they should not involve in unfair trade practices. Government intervention may spoil the image of the business. Businessmen should voluntarily involve in the activities which protect the interest of the consumer.



6. The consumer is purposed of business: The basic purposed of business is to create more and more customers and retained them and business can create more consumers only by satisfying the customers and protecting the interest of consumers. The customer is the foundation of business.

The Consumer Protection Act 1986 Enactment of consumer protection act 1986 was one of the most important steps taken to protect the interest of the consumer. The provision of the act came into force from July 1, 1987. The main features of this act are

1. This act provides various rights and responsibilities to consumers



2. It provides safeguards to customers against defective goods, deficient’s, services, unfair trade practices and another form of their exploitation.



3. The act has provided three-tier Redressal agencies were consumer can file complaints. They are the District Forum, State Commission, and National Commission.

Churachandpur District Consumers Awareness in... 155

Consumers Rights Although Businessmen aware of his social responsibilities, even when we come across many cases of consumer exploitation. That is why the government of India provided followings rights to all the consumers under the consumer protection acts:

1. Right to safety: According to these rights the consumers have the rights to be protected against the marketing of goods and services which are hazardous to life and property. This right is important for a safe and secure life. This right includes concern for the customer’s longterm interest as well as for their present requirement. Sometimes the manufacturing defects in pressure cookers, gas cylinders, and other electrical appliances may cause loss of life, health, and property of customers. This right to safety, protect the consumer from the sale of such hazardous goods or services.



2. Right to information: According to this right the consumer has the right to get information about the quality, quantity, purity, standard and price of goods or service so as to protect himself against the abusive and unfair practices. The producer must supply all the relevant information at a suitable place.



3. Right to make a choice: According to this right, every consumer has the right to choose the goods or services of his/her likings. The right to choose mean and assurance of availability, ability, and excess to a variety of products and services at competitive price and competitive price means just or fair price. The producer or supplier or retailer should not force the customer to buy a particular brand only. The consumer should be free to choose the most suitable product from his point of view.



4. Right to heard or Right to representation: According to this right the consumer has the right to represent himself

156 Consumer Behaviour in Rural Market or to be heard or right to advocate his interest. In case a consumer has been exploited or has any complaint against the product or service, then he has the right to be heard and be assured that his/her interest would receive due consideration. This right includes the right to representation in the government and in other policymaking bodies. Under this right, the companies must have complained to calls, attend to the complaints of customers.

5. Right to Seek Redressal: According to this right, the consumer has the right to get compensation or seek Redressal against unfair trade practice or any other exploitation. This right assures justice to the consumer against exploitation. The right to Redressal includes compensation in the form of money or replacement of goods or repair of a defect in the goods as per the satisfaction of the consumer. Various Redressal forums are set up by the government at national level and state level.



6. Right to Consumer Education: According to this right, it is right for the consumer to acquire the knowledge and skills to be informed to customers. It is easier for literate consumers to know their rights and take action, but this right assures that illiterate consumer can seek information about the existing acts and agencies are set up for their protection. The Government of India has included consumer education in the school curriculum and in various university courses. The government is also making used by the media to make the consumers aware of their rights and make wise used of their money.

Consumers’ Responsibilities Various efforts have been made by the government and nongovernment organizations to protect the interest of the consumer,

Churachandpur District Consumers Awareness in... 157 but exploitation of consumer will stop only when consumer himself will come forward to safeguard his own interest. Consumers have to bear some responsibilities which are given below:

1. The consumer must Exercise his Right: Under Consumer Protection Act the consumer is granted various rights such as the right to safety, right to choose, right to be heard, etc. but these rights will be used only when consuming exercise these rights. The consumer must select the product according to his preferences, he must file a complaint if he is not satisfied with the quality of the product, he must be aware of his right and exercise them whenever required.



2. Cautious Consumer: The Consumer should not blindly believe in the words of the seller. He must insist on getting full information on the quality, quantity, utility, price, etc. of the goods or services.



3. Filing Complaints about the Redressal of Genuine Grievances: Most of the time consumers ignore the loss he suffers on the purchase of defective good or service, but this attitude of not filing complaint encourages the corrupt businessmen to supply low standard or defective goods and services. The consumer must file a complaint even for a small loss. This awareness among consumers will make the sellers more conscious to supply a quality product. Whenever a consumer is filing a complaint, it must be genuine. The consumer should not exaggerate the loss or defect of goods.



4. The consumer must be Quality-Conscious: The problems of supply of standard goods, adulterated products, and duplicate products can be solved only when consumer himself stops compromising the quality of the product. While purchasing the goods or services, the consumer

158 Consumer Behaviour in Rural Market must look for quality marks such as ISI mark, Agmark, ISO, Wool Mark, et.

5. Do not be Carried Away by Advertisement: The Advertisement often exaggerates the qualities or features of a product or service. The consumer must compare the actual use of the product with the shown in advertisement and whenever there is any discrepancy or difference it must be brought to the notice of sponsor of an advertisement and insist to stop showing exaggerate qualities.



6. Insist on Cash Memo: To file a complaint the consumer needs the evidence of purchase, and cash memo is the evidence or proof that the consumer has paid for the goods and service. A seller is bound to give a cash memo even if the buyer does not ask for it. To file a complaint and get compensation the consumer must ask for cash memo.



7. Form Consumer societies which could play an active part in educating consumers and safeguarding their interests.



8. Respect the environment, avoid waste littering and contribution to pollution.



9. Discourage black marketing, hoarding and choose only legal goods and services.



10. Be aware of the variety of goods and service available in the market.

Consumer Awareness on Consumer Rights & Protection Act in Churachandpur District Consumers were asked to share their views on awareness of consumer rights and consumer protection act and accordingly, the questions were a frame in the questionnaire form and were asked to the consumers. The result of data analysis and interpretation is

20

3

0

2

0

0

25

Churachandpur

Henlep

Parbung

Samulamlan

Singhat

Thanlon

Total

Name of blocks

No. of respondents (Yes)

21.55

0

0

10

0

15

43

Percentage %

78.45

100

100

90

100

85

56.52

Percentage %

0

0

0

0

0

0

0

0

0

0

0

0

0

0

Percentage %

116

10

10

20

10

20

46

No. of respondent (No)

Awareness on Protection Act No. of respondents ( Yes)

Source: Computed from primary data

91

10

10

18

10

17

26

No. of respondents (No)

Awareness on Consumer Rights

100

100

100

100

100

100

100

Percentage %

Table 8.1: Consumers Awareness on Consumer Rights & Consumer Protection Act, 2017 (N = 116)

Churachandpur District Consumers Awareness in... 159

160 Consumer Behaviour in Rural Market shown in the above table according to the response provided by the respondents. The above table 8.1 shows that 78.44 percent of the total consumers from Churachandpur District was not aware of consumer rights. Though the district demographic profile shows a substantial growth rate of literacy. The rate of consumer education was still minimum to that of others valley district. Unorganized and un-collective nature of consumers were prominent factors resulted in the consumers distant of knowledge of their rights. The district based civil organizers and the public, in general, were playing a pivotal role in all social well-being in the district. However, it is found that the organization or individual participation in the consumer-related event were so minimal which are inadequate of understanding their rights to counter with the unfair business practice in the district. The grass root level reports were as discussing further. There are altogether 116 numbers of consumers out of which 91 with 78.45 % consumers were not aware of the consumer rights and some of the consumers were not even knowing what all about the consumer rights is? In the district. Consumers from Parbung block, Singhat block and Thanlon block with cent percent (100%) record the highest number of consumers were not aware the consumer rights and protection act and followed by a Samulamlan block with 90 percent of the consumers were stood second under this category. The remaining blocks, namely Henlep block and Churachandpur block with 85 percent and 56.52 percent of the consumers were stood third and fourth respectively, similar findings were observed by (Chiru. P.R, 2017e). The above table 8.1 also showcases the consumer awareness of consumer rights, it reveals that 21.55 percent of consumers were aware of consumers’ rights in the district. There were altogether 25 numbers of consumers, out of which Churachandpur block

Churachandpur District Consumers Awareness in... 161 being most advance and is based on district Headquarter made the substantial availability of data which enable the consumer more advance on consumer-related education. Therefore, block with 26 percent consumers was record leading consumer awareness of Consumer Rights and Protection Act in the district followed by a Samulamlan block with 18 percent of the consumers. The remaining blocks, namely Henlep block; Singhat block; Parbung block and Thanlon block with 17 percent and 10 each to Singhat block; Parbung block and Thanlon block consumer were stood third and fourth each respectively.

Figure: 1, Consumers Awareness on consumers’ rights & Consumer Protection Act, 2015

From the table 8.1 determined that cent percent (100%) of the consumers were not aware of consumer protection act in the district. All the blocks except consumers of Churachandpur blocks were still in the initial stages, the consumers were still unknown of the protection act, the level of consumer knowledge on countering the businessmen practices are yet to be satisfactory. On the other hand, there is still questionable in real-time pro-active or even practicable existence of consumer court in the district. Since the district consumers were widely not familiar with this

162 Consumer Behaviour in Rural Market organization which also proven the main discussion. To simplify the main argument, grass root research was conducted in the district and following where the significance of the studies. There were altogether 116 numbers of consumers out of which cent percent of consumers were recorded from Churachandpur block followed by 20 each with a cent percent number of consumers were from Henlep and Samulamlan blocks, and 10 each number of the consumers were from Parbung, Singhat, and Thanlon block respectively. From the study, we can conclude that the consumers from six blocks were not aware of consumer rights and consumer protection act in the district. For further simplicity of the study the entire discussion was presented in the graph form as given above.

Source of Information on Consumers Awareness In this study, an effort is made to know the source of information about the Consumer Rights and Protection Act in the district, and accordingly, questions were asked. The result of data analysis and interpretation is shown in the below table. Table 8.2: Source of information on Consumer Awareness, 2017 (N = 116) No. of respondent

Percentage %

Government agency

Sources

6

4.44

Journal and magazines

21

15.57

Newspaper

60

44.44

TV & Radio

46

34.07

Internet

2

1.48

135

100

Total

Source: Computed from primary data

The district lavishly described as an economic center and also most advancing hill district of the state. However, the benefits of

Churachandpur District Consumers Awareness in... 163 infrastructures or resources categorized availed by the habitat near the periphery of the district Head Quarter, the un-eventual distribution of resources are the primary factors limiting the scope of benefits by the general public, still some parts of district are widely deprived of essential communication and consumer awareness and protection act in particular. The information or communication is still yet to be covered in all areas, some parts have left a corner of all essential infrastructures, it’s on record that flow on means of communication is slow to process decisively in the remote area. From the above table, 8.2 determined that 44.44 percent, i.e. 60 numbers of consumers received the information of consumers’ rights and protection act from newspapers which is recorded as the highest available sources of information in the district. A newspaper like Lamka Post and Manipur Express (local paper) are the main circulated news items and also highly read newspapers in the district. Shanghai Express, People Chronicle and Imphal free press in English version newspapers were partially circulated news item in the district, The national newspaper like The Hindu, The Telegraph, Economic time are very minimum in the district, most of the paper consumers are from Institutions, Office, Organization and civil service aspirants candidates. However, none of the consumers from the district were prescribed the state newspaper in Manipuri version except town-dweller of meitei community in the district. And followed by 46 numbers of consumers with 34.07 percent received the information from TV & Radio ranked second highest available sources of information, The Angel Vision and The Hornbill are two important Television channel of the district, particularly in the town area, since the information was circulated in the local dialect, all most all the town dweller was subscribed to these news items. 15.57 per cent, i.e. 21 numbers of consumers found the information from the Journal and Magazine, which were the third leading source of information. Out of the total 6 number of consumers with 4.44

164 Consumer Behaviour in Rural Market percent received the information from Government agency which is in fourth-ranked, and 1.48 percent, i.e. 2 numbers of consumers received the information from the internet were ranked lowest in terms of sources of information available in the district. From the above study, it can be concluded that, nearly 50 per cent with 44.44 per cent of the rural consumers received information about the consumers’ awareness of consumers rights and protection act from the newspaper since the local newspaper and state newspaper where most circulated means of information which enhance the widely covered of the people and the internets were considered to be the lowest provider of information’s in the district. The analysis also presented in the pie chart form as given below:

Consumers Participation in consumer Awareness Programmes Consumers as an individual play a significant role in consumer education from the system yet to include this education in all aspects of learning. Consumer voluntary participation of awareness program will sustain the required knowledge on about consumer rights and protection act, participation may

Churachandpur District Consumers Awareness in... 165 ensure a protective or an anticipatory measure on the purchase of goods and services in the market. In this study, an effort has been made to know the consumers’ concerned in participation on consumer awareness programmed and accordingly questions were a frame in the questionnaire and were asked. The result is shown in the below table according to the response provided by the respondents: Table 8.3: Participation on Consumer Awareness Programmed, 2017 (N = 116) Consumers (Yes)

Percentage

Consumers (No)

Percentage

6

13.04

40

86.97

Henlep

20

100

Parbung

10

100

17

97.5

Singhat

10

100

Thanlon

10

100

107

92.25%

Name of blocks Churachandpur

Samulamlan

Total

3

9

2.5

7.75%

Source: Computed from primary data

From the above table, 8.3 determined the consumer’s participation in consumer awareness program organized in the district. 107 numbers of consumers responded that they were not attending consumer awareness program organized. As per the data provided by the consumers, reasons for the limited participation of consumers can be discussed twofold. (1) Ignorant: Consumer ignorance is one core issues and which also major factors leading to exploitation in the market. There are not many differences between educated and illiterate consumers in this regard. The rural consumers were hard to care about being suppressed or exploited by the local businessmen, even it comes to their knowledge they keep going without checking in it. (2) Lack of consumer awareness: The rural consumers never participated in

166 Consumer Behaviour in Rural Market any awareness program organized in the district, they’re seldom excuses or compromise for various reasons are the prominent factors of unawareness among the consumers. The grass root level of the study was made in the district, the following are the results of the study. Of the total, consumers from Henlep block, Parbung block, Singhat block and Thanlon block were recorded the highest with cent percent each (100%) of the consumers were not attending in consumer awareness program in the district and followed by a Samulamlan block with 97.5 percent of consumers were stood second highest in the district. Churachandpur block was recorded as the lowest since the block is based under the district headquarter, the advancing resources or environment facilitates the local consumers more aware on consumers rights and protection act. Out of the total, only 9 numbers of consumers were attending the consumer awareness programs organized in the district. Among the blocks, consumers from Churachandpur block were ranked highest with 13.04 percent were attending the consumers’ awareness programmed organize in local or other agencies and followed by a Samulamlan block with 2.5 percent of the consumers were in the second highest in the district. It’s a record that none of the consumers from Henlep block, Parbung block, Singhat block and Thanlon block participated in consumer awareness program organized by any organizations. On the other hand, consumer ignorance, lack of program and lack of civil organization involvement in consumer-related programs are the primary factors where all the relevant stakeholders need to ponder. Therefore, we may conclude that 92.5 percent of the total consumers’ were not attending in consumers’ awareness programmed and only 7.75 percent of the consumers were attended consumer awareness programmed to organize in the district. Further, presented in the graph form as given below:

Churachandpur District Consumers Awareness in... 167

Consumers’ awareness of the Existence of Consumer Club or Organization The important on the discussion of consumer awareness of consumers rights and Protection Act is expected to draw justice and precaution of being exploited in the market. To address justice, the consumer forum, consumer club, and even civil organization play the important role in promoting the better well-being of consumers. An effort is made to know the consumer awareness of the existence of a consumer club/organization in the rural market and accordingly, questions were asked. The result of data analysis and interpretation is shown in Table 8.4 given below: Table 8.4: Awareness on the Existence of Consumer Club/Forum, 2017 (N = 116) Consumers (Yes)

Percentage %

Consumers (No)

Percentage %

7

15.22

39

84.78

20

100

Parbung

4

40

6

60

Samulamlan

4

20

16

80

10

100

Name of blocks Churachandpur Henlep

Singhat

168 Consumer Behaviour in Rural Market Thanlon

3

30

7

70

Total

18

15.52

98

84.48

Source: Computed from primary data

From the above table 8.4 determine the consumer awareness of the existence or active involvement of consumer organization in the district. 98 local consumers with 84.48% responded that they were not aware of the existence of a consumer club/forum in the district. The rural consumers were never actively communicated or connected with an organization, the coordination of these two stakeholders seem to be compromised somewhere insignificantly. In the meantime contribution of an organized volunteer service was so limited and some of the consumers choral higher tone on completely absent from consumer organization involvement in the market. Of the total, consumers from Henlep block and Singhat block were recorded highest with cent percent (100%) of the consumers were not aware of the existence of a consumer club/forum in the district and followed by Churachandpur block with 84.78 percent of the consumers were in the second position. Though the block is based on district headquarter, the level of addressing the consumer grievances and connection with the forum or clubs was still not satisfactory. The remaining blocks, namely Samulamlan block, Thanlon block and Parbung block with 80 percent, 70 percent and 60 percent of the consumers were placed third, fourth and fifth respectively. The above table also showcases the awareness of consumers on the existence of an organization in the district. 18 numbers of consumers were aware of the existence of a consumer club/ organization in the district. Among the blocks, Parbung blocks were recorded highest with 40 percent of the consumers were aware of the existence of a consumer club/forum and followed by a Thanlon block with 30 percent of the consumers. Samulamlam

Churachandpur District Consumers Awareness in... 169 block, Churachandpur block with 20 % and 15.52% of the consumers were stood third and fourth. It’s on record that none of the consumers from Henlep and Singhat blocks were aware of the existence of a consumer club/organization in the district. In conclusion, 84.48 percent of the consumers were not aware of the existence of consumer club or forum and only 15.52 percent of the consumers were aware of the existence of consumer club or forum in the district. The above discussion also represented in graph form which is given below:

Consumers Inquiries about Products Purchased In this stage, an effort is made to find out the consumer behavior on inquiring about the products in relation to quality, quantity, manufacture date, and expiry date of the essential commodities while purchasing into the market. The result of analysis and interpretation is shown in the below table according to the responses provided by the consumers. From the table 8.5 determined that 79 numbers of consumers were taken the utmost care to inquire about the products in relation to quality, quantity, manufacture date, and expiry date while purchasing into the rural market. Consumers from

170 Consumer Behaviour in Rural Market Churachandpur block were ranked highest with 89.13 percent of consumers inquired about the product while purchasing in the market. Comparative studies among the blocks, Churachandpur block shows better results of living standard, which enable the local consumers higher purchasing power. Substantial availability of the infrastructure or resources, the local consumers were more educated and ahead of other blocks and followed by Parbung block and Samulamlan block with 70 percent each of the consumers were recorded in the second. The remaining block, namely Singhat and Thanlon block with 60 percent each in a third and a Henlep block with 25 percent were placed in fourth respectively. Table 8.5: Distribution of Consumers Enquiry on Product purchased, 2017 (N = 116) Names of blocks

Consumers (Yes)

Percentage %

Consumers (No)

Percentage %

Churachandpur

41

Henlep

5

89.13

5

10.87

25

15

75

Parbung Samulamlan

7

70

3

30

14

70

6

Singhat

6

30

60

4

40

Thanlon

6

60

4

40

Total

79

68.13

37

31.90

Source: Computed from primary data

In 31.90 percent, the local consumers have not inquired about the products of the essential commodities while purchased in the market. The local consumers ranging from the youngster up to the old ages show the similar notion evenly at a glance of the price of the product, i.e. MRP (Maximum Retail Price) rather than quality, quantity, or even the expiry date or components etc., in the local market. Among the consumers, consumers from Henlep block have the highest with 75 percent consumers was not inquired the product while purchased in the market and followed by Singhat

Churachandpur District Consumers Awareness in... 171 and Thanlon blocks with 40 percent each consumer under this category. The remaining blocks, namely Parbung and Samulamlan blocks with 30 percent each in third and Churachandpur block with 10.87 percent was placed in fourth respectively. The conclusion, of the total 79 numbers of consumers were taken the utmost care to inquire the products while purchased in the rural market out of which Churachandpur blocks with 89.13 percent were recorded the highest numbers of rural consumer and Henlep with 25 percent of the rural consumers were the least to inquire the commodities while purchased in the rural market. 31.90 percent of the consumers were not inquiring about the product while purchasing into the rural market. Therefore, consumer required proper care or pre-purchase plan before proceeding with any purchased. It is further presented in graph form as given below:

Consumers Comparison of Price with Other Alternatives To find the consumer buying behavior in term of comparison on the price of products with the other alternative. Whether the rural consumers were analyzed the price of the essential commodities from the various sources of information, a detailed

172 Consumer Behaviour in Rural Market discussion is shown in the below table 1.13 in accordance to the responses provided by the consumers. Table 8.6: Consumers Comparison of Price with Other Alternatives, 2017 (N = 116) Names of blocks

Respondents (Yes)

Percentage %

Consumers (No)

Percentage %

Total

Churachandpur

5

10.87

41

89.13

46

Henlep

8

40

12

60

20

Parbung

4

40

6

60

10

Samulamlan

15

75

5

25

20

Singhat

4

40

6

60

10

36

30%

Thanlon Total

10

100

10

80

90%

116

Source: Computed from primary data

From the above table 8.6 determined the consumer awareness on a price of the product with the other sources, by and large, the local businessmen take the advantage from being un-organized and ignorant natures of consumers. Businessmen played a strategic role in charging the price of the products. As per on the records of ADC Churachandpur, 80 percent of the shop owner was coming from the other states, who have the largest partnership/ connection to business communities all over the country, which means the businessmen have in-depth knowledge of business particular the pricing policy. Simple pricing trick in the market, e.g. the locally made, packaged products like dal, sugar, etc., let say if the items cost Rs 100 per kg, the local businessmen packed this item in 900 g and sell the product at Rs 95. The local consumers are happy with the purchase of product lessened of Rs 5. Let’s calculate the real price of the product, the actual price of the Items is Rs 100 which mean every 100 g cost Rs 10. Therefore, the comparison between the above two modes on the pricing of the product, the local package product excess benefits of Rs 5 which mean the businessmen earn a profit on both trade discount by the company

Churachandpur District Consumers Awareness in... 173 and the market benefits. The same practices when we put into the entire population of the district, the transition benefits are huge. Therefore the local consumers need adequate knowledge of the price of the products and the same can be ensured only when the price of the product is compared with other alternatives. The above table further shows the price difference based on the distance. It is found that the price difference from Dimapur to Churachandpur at the distance of 400 km above were only Rs.2- Rs 10. However, the differences from Churachandpur Headquarter to the diameter of 1-5 km were about Rs 10- Rs 20. Therefore, the market needs proper mechanism on pricing strategy or policy where the pricing line may determine the equal opportunity for both the sellers and the buyers or local consumers and other consumers. The challenges of all consumers and the consumer Club or Forum, in particular, needs to check the system in the local market. The study shows that 80 numbers of consumers were not comparing the price of the essential commodities with other alternative means, whether on prepurchase or the post-purchase of the products. It is found that consumers from Thanlon block were leading with cent percent (100%) of consumers were not comparing the products being purchased by the other means followed by Churachandpur block with 89.13 percent of consumers were under this category, though the block is considered to be more advanced and maximum of the dweller are residing under such an environment with all the essential amenities are available. However, the block consumer unawareness is the significant factors resulted from being exploited miserable. The remaining blocks, namely Henlep block, Parbung block, Singhat block and Samulamlan block with 60 each percent of consumer and 25 percent were stood third each and fourth respectively. The above table also determined that 36 numbers of consumers from the district were comparatively conscious of the price of the

174 Consumer Behaviour in Rural Market product offer in the market. After the purchased local consumers are keen to consult with friends, neighbors, family members, etc., the consumers usually compared the price of products with the other alternative source. The changes in the price also make the consumer’s purchase habit differently in the market. Though Samulamlan block is distant from the District Head Quarter. Partially from the remote area, yet the consumers were on record as highest with 75 percent inquired about the price of essential commodities with the other alternative source. Most of the consumers as per their convenience, they regularly purchase the product mostly from Moirang market, Ningthoukhong market, Bishenupur market, etc., since the markets offer much lesser price of the products, especially food items in this market and followed by Henlep block, Parbung block and Singhat block with 40 percent each consumer fall under this category. Consumers from the Churachandpur block with only 10.87 percent were aware with regards to price consciousness of the essential commodities and the remaining consumers were unaware or just ignorant of the offer price of the products in the market. It is also found that none of the consumers form Thanlon block were involved in comparison the price of products from the other alternative sources in the study areas.

Churachandpur District Consumers Awareness in... 175 For the conclusion, 90 percent of consumers were not aware or enquired the price of the products with the other alternative sources and only 30.90 percent of the consumers were conscious to make a comparison the price of products with the other alternative source, which also main factors leads them their purchase behavior in the market. The above discussion also presented in graph form as given above.

Consumers Experience Purchased of Adulterated Products To find out the consumers frequent experience purchases of the adulterated products from the rural market, Consumers’ behavior can be evaluated in terms of the experience purchase of underweight products relating like the price offer, quality and quantities etc. in the rural market. The result of analysis and interpretation is shown in the below table according to the responses provided by the consumers. Table 8.7: Consumer Experience Purchase of Adulterated Products, 2017 (N = 116) Names of blocks

Consumers (Yes)

Percentage %

Consumers (No)

Percentage %

Total

Churachandpur

36

78.26

10

21.74

46

Henlep

16

65

4

20

20

Parbung

10

100

Samulamlan

17

85

3

15

Singhat

10

100

10

Thanlon

10

100

10

Total

93

80.17

10

23

19.82

20

116

Source: Computed from primary data

From the above table, 8.7 determined the consumer experience purchased with the adulterated product in the local market. The un-organized market like in Churachandpur district was much known for the manipulation of the products, sometimes this

176 Consumer Behaviour in Rural Market product is questionable with regards to quantity, quality etc., inclusive study on around 34 items of products, it is found that 70 percent of the items were tempering in different format in order to attract the local consumers. However, to make justification with this regards, the research was much incomplete as the none available of infrastructure in the district were significant factors. Yet owing to the quantity of the product it is confidentially proven, as the consumer had made a similar opinion during the study, the food items were manipulated by the sellers in the market. It is found that 93 numbers of consumers were experienced purchaser of the adulterated products in the rural market. There were higher records of consumers from blocks of Parbung, Singhat, and Thanlon. These blocks show that cent percent (100%) of the consumers was experiencing purchase on the adulterate product in terms of quantity, quality and price of products in the market. Though the blocks are in the remote areas possibility of exploitation of the consumers were highly acceptable, the study is proven with the numbers and similar opinion of the consumer was on record and followed by a Samulamlan block with 85 percent of consumers fall under this category. The remaining blocks, namely Churachandpur block and Henlep block with 78.26 percent and 65 percent of the consumers were in third and fifth respectively. On the other hand, 23 numbers of consumers do not have any experience purchased of adulterated products or sub-standard products in the rural market. Consumers from Churachandpur block were recorded leading with 21.74 percent do not experience on the purchase of the adulterated product in the market. In this case, the sellers are apprehensive of the penalty from the pressure group and by knowing the events up to the amount of confiscated of Shop licensing numbers. The local businessmen have maintained the possible business ethically and followed by a Henlep block with 20 percent consumers were relief on the purchase of the adulterated product. The remaining block,

Churachandpur District Consumers Awareness in... 177 namely Samulamlan block with 15 percent consumers falls under this category and finally, none of the consumers from Parbung, Singhat, and Thanlon block was not experienced on purchased of adulterated products in the market. Hence, 80.17 percent of the rural consumers were experiencing purchases of the adulterated products from the rural market, the seller in this market were manipulating the products in terms of quantity, quality, price, etc., and 19.82 percent of the total rural consumers were not being experienced on purchases of adulterated products or substandard products from the rural market in the district. Further presented in graph form as given below:

Redressal Agencies under the Consumer Protection Act, 1986 and thier Jurisdiction Three- tier Consumer Grievances Machinery Under the Consumer Protection Act:

1. District Forum: District Forum consists of a president and two other members. The president can be retired or working judge of the District Court. They are appointed by state government. The complaints about goods or

178 Consumer Behaviour in Rural Market services worth Rs 20 lakhs or less can be a file in this agency. The agency sends the goods for testing in the laboratory if required and gives decisions on the basic facts and laboratory report. If the aggrieved party is not satisfied by the jurisdiction of the district forum, then they can file an appeal against the judgment in the State Commission within 30 days by depositing Rs 25000r 50% of the penalty amount whichever is less.

2. State Commission: Its consists of a president and two other members. The president must be a retired or working judge of the high court. They all are appointed by the state government. The complaints about the goods worth more than Rs 20 lakhs and less than Rs 1 crore can be filed with the state commission on receiving complaints the State Commission contacts the party against whom the complaint is filed and sends the goods for testing in the laboratory is required. In case the aggrieved party is not satisfied with the judgment, then they can file an appeal in National Commission within 30 days by depositing Rs 35000 or 50% of penalty amount whichever is less.



3. National Commission: The national commission consists of presidents and four members, one of whom shall be a woman. They are appointed by central Government. The complaint can be filed with the National Commission if the value of goods exceeds Rs 1 crore. On receiving the complaint, the National Commission informs the party against whom complaints are filed and send the goods for testing if required and give judgment. If the aggrieved party is not satisfied with the judgment, then they can file a complaint in the Supreme Court within 30 days.

Consumer Mode of Complain on Substandard Products Purchased In this stage, an effort is to find out the consumers approach,

Churachandpur District Consumers Awareness in... 179 whether the rural consumers made a formal complaint on purchased of adulterated product in an organization available in the district or ignored on frequent experience purchase of adulterated products from the rural market. Consumers’ behavior can be evaluated in terms of their negligent “complains” relating to underweight products offer by the rural market. The result of analysis and interpretation is shown in the below table according to the response provided by the consumers. Table 8.8: Mode of Complain on Substandard Product Purchase, 2017 (N = 116) Names of blocks

Consumers (Yes)

Percentage

Consumers (No)

Percentage

Churachandpur

0

0

46

100%

Henlep

0

0

20

100%

Parbung

0

0

10

100%

Samulamlan

0

0

20

100%

Singhat

0

0

10

100%

Thanlon

0

0

10

100%

Total

0

0

116

100%

Source: Computed from primary data

The above table 8.8 reflected that cent percent (100%) of the consumers were not made any formal complaint about experience purchaser of the adulterated product from the rural market. They were totally neglected or ignored of their purchase, it is believed that the local consumer was being largely exploited in much of the situation and expected beyond if the same lifestyle continues. The consumer culture or tradition of being blamed for their belief interlink with their religion is one wrong influences and discouraged in the mind of the youngster. There are altogether 116 numbers of consumers out of which all the respondents from the different blocks, namely

180 Consumer Behaviour in Rural Market Churachandpur block, Samulamlan block, Henlep block, Parbung block, Singhat block and Thanlon block were not complaining about purchased of sub-standard essential commodities in the rural market. Therefore, we may conclude that cent percent (100%) of the rural consumers in Churachandpur District was not made any formal complaint, not even to the shopkeeper. The seller in this market was manipulating the products in terms of quantity, quality, and prices. In the meantime the educated consumers or conscious consumers also equally suffered through, if the consumers wanted to make a complaint, the organization’s role was so limited. The places where consumer grievances are to be addressed and made the justices were still in pathetic condition and their functions are much more confuses. Instead of collaborating with many districts in one consumer forum, if the concerned authorities made separate administration of difference district, especially Churachandpur district for consumer forum may enhance much credibility for the welfare of the consumer as an individual and the society in the larger interest. The analysis also presented in pie chart form as given below:

20

30

56

116

8

116

80

80

66

51

48

51

45

1-10

10-20

20-30

0

30-40

40-50

50-60

60-70

70-80

80-90

116

0

0

0

47

56

30

2-4

0-2

Class Interval of seasonal variation (in percentage %)

Y

0

20

0

0

30

40

40

5

23

0

4-6

0

0

0

0

0

2

2

20

20

68

6-8

0

0

8

0

0

0

0

23

40

13

8-10

0

0

0

0

5

20

20

0

14

144

10-12

0

0

0

20

0

0

0

45

20

16

12-14

0

0

0

0

12

0

0

0

34

30

14-16

The class interval of household consumption patterns, in Kg (X)

0

0

0

0

0

0

0

0

4

27

16-18

0

0

0

0

0

0

0

0

0

18-20

Q3. Is there a progressive relationship between the consumption patterns of consumers and seasonal variation?

Churachandpur District Consumers Awareness in... 181

5

15

25

35

45

55

65

75

96

95

0-10

10-20

20-30

30-40

40-50

50-60

60-70

70-80

80-90

90-100

50

40

30

20

10

0

-10

-20

-30

-40

5

4

3

2

1

0

-1

-2

-3

-4

-3

240 20

270 30

180 30

168 56

0 47

0 0

0 0

0 0

-1392 116

0 0

1856 116

98 8

928 116

320 80

0 66

201 51

-384 48

-612 51

-720 45

0 0

-6

3

2-4

-4

-8

y-9

x-45

1

Mid-point

0-2

0 0

0 0

-120 20

0 0

40 20

0 30

80 40

20 5

138 23

0 0

-2

-4

5

4-6

0 0

0 0

0 0

0 0

0 0

0 0

2 2

40 20

60 26

272 68

-1

-2

7

6-8

0 0

0 0

0 0

0 0

0 0

0 0

0 0

0 23

0 40

0 13

0

0

9

8-10

0 0

0 0

0 0

0 0

0 0

0 5

-20 20

0 0

-42 14

-576 144

1

2

11

10-12

0 0

0 0

0 0

0 0

0 0

0 0

0 0

-90 45

-120 20

-128 16

2

4

13

12-14

0 0

0 0

0 0

0 0

0 0

0 12

0 0

0 0

-308 34

-360 30

3

6

15

12-16

0 0

0 0

0 0

0 0

0 0

0 0

0 0

0 0

-48 4

-432 27

4

8

17

16-18

579 23

0 0

0 0

0 0

0 0

0 0

0 0

0 0

0 0

0 0

5

10

19

18-20

23

161

71

56

71

160

198

239

193

434

F

115

644

213

122

71

0

-198

-479

-579

-1738

fu

Table 8.9: Coefficient of correlation between the price variation and economic blockades

578

2578

639

244

71

0

198

958

1791

6952

Fu2

602

-1951

-661

-328

-173

160

748

1227

241

1308

fuv

182 Consumer Behaviour in Rural Market

-897

-2324

9298

1861

fv

Fv2

fvu

-235

2691

299

581

F

216

552

276

138

484

110

-110

110

84

0

0

84

-455

183

183

183

-347

324

162

81

-590

684

228

76

665

496

124

31

602

575

119

23

6547

-2339

1606

1175

-1825

14005

1175

Churachandpur District Consumers Awareness in... 183

184 Consumer Behaviour in Rural Market

Statistical Analysis on Consumers awareness on Consumers Rights and Protection Act Calculation of Karl Pearson’s Coefficient of Correlation between the consumption and seasonal variation (in percentage % and kilogram kg) Let us introduce two new variables u & v was given by the relation Where u represent consumption of essential commodities and v represents the seasonal variation; x represents the class interval in consumption series (in %) and y represents the class interval of seasonal variation series (in kg) Calculation of the coefficient of correlation between the price variation and economic blockades were as follows:

Churachandpur District Consumers Awareness in... 185 Therefore, the correlation between the consumption of essential commodities and seasonal variation are positively correlated. The study also aims to develop the consumer behavior and reformation on the awareness of consumers’ rights. Logically research questions were developed as follows:

Q2. Are the rural consumers aware of their rights? To answer the research question no. 2, as per the analysis evaluated from the questionnaire collected from the consumers, it is found that 78.45 percent of the consumers were not aware on consumer rights and cent percent (100%)of the consumers were not aware of the consumer court and protection acts in the rural market. Cent percent (100%) consumers do not receive any formal educated on consumer awareness. Any condition for the price offered by businessmen, consumers widely accept the offer in the market, even it brings on their exploitation. Therefore, it’s proven that the Churachandpur district consumers were not aware of consumer rights and protection acts.

9 Case Study in Churachandpur District The Price Intolerance under the Pretext of Bandhs and Blockades in the Rural Market Introduction The sudden global market crashed surprised the intellectual equation and also make a larger assignment for the economic think tank of the country, the divisive vitality trend of the economy was embraced by entire global village communities. Yet, the little rayon the reformation of the country economy under the new central government leadership also reflected the leadership strategy of the state government. Indeed, the state government tried to justify the economy reformation by showcasing the Sangai festival extravaganza on the corridor of international neighbors by imitating the other state practices (like Gujarat vibrant, West Bengal economic summit) called economic summit was statured on the desk of (by then) Mr. O. Ibobi leadership. However, the reformation is still disruption under the calamity of bandhs and blockades cultures. The present Churachandpur district business environments are likely on the pace of reformation what is so-called most

Case Study in Churachandpur District 187 fertile among the hill districts of the state, the sad truth is, rural mass ignorance and unawareness of the questions like: “Are we conscious the skyrocketing changing price of essential commodities during bandhs and blockades? Do any individual or organization check or evaluate the businessmen stock volume and quantity? Or Unfair trade practices? are important factors of concern in the present study The concept is solely based on the writer’s opinion, in case of any misinterpretation in any part of write up are called for the constructive suggestion, opinion, and debate. After some pretty good time involvement as the research scholar in the scheme of the rural market operational system of the district, it gives me a hope of assessment to answer the many un- answer questions of marketing management. I would like to start by congratulating the brave soldier in Christ, whose sacrifice shall never be ceasing in the tribal history, even if, we, your people and communal government of Manipur cannot honor you like other community honoring and celebration programme. We declare you all the real Heroes and mentors for the cause of the tribal welfare and future, may their souls rest in peace. We give the assurance to remember your written goodwill on the heart of brother and sister in Christ when the remaining task reaches the full-moon day and also sharing the deepest commiseration from the core of our heart with the bereaved families. Interestingly, today Churachandpur market fertility seems to be outreached by most parts of the businessmen architecture, the prominent features in this rural market were the businessmen calculation which seems to be more accurate than the other districts market fertility. The daily market operational values of the Churachandpur market reach up to Rs 4000000-1crore per day approximately in the normal business transaction whereas,

188 Consumer Behaviour in Rural Market under the pretext of bandhs, blockades and any civil movement since every household is required to purchase in bulk quantity the market operational values nearly up to 2 crores rupee per day. Out of the total market value, 95% of the business operations were in the hand of mainland people and Meitei communities and the remaining percent (e.i. 5%) were accommodated with the local businessmen. The present study confined with the businesses items like groceries, vegetables, and other consumable commodities. Among the total percentage of the mainland and Meitei communities, 50% market standing were held up by Marwari communities, 40% market share with Bihari communities and 10% market share with other communities like Meitei, Bengalis, and Muslim. Interestingly, there is tug-over between Marwari and Bihari communities for the business opportunity in the rural market. In the present hot cake situation, the most excitement of buying and selling event started from 5.00 am to 8.00 am gives me an emotional attachment of my tribal’s brethren. We, the local people need to accomplish some assignments in the marketing system and proper pricing theory for the sake of fair trade practices and to make sure every consumer (the people) may not be manipulated or deprived off under the pretext of bandhs and blockades. The present study would like to justify under the following circumstances:

Accessibility and stock volume On the yoke of the movement, every living soul is preoccupied with the protection of our undeniable right which is on the verse to be snatched by passing the most communal three bills as a tool of the easiest instrument without being consulted of the Hill Area Committee. The ignorance on the parts of family buying and selling even may also likely to weaken our momentum in the movement. It is quite the best time, for some section of the leaders also needs to evaluate and access the volume of stock detained

Case Study in Churachandpur District 189 by town big businessmen. Hypothetically around 100 to 200 town businessmen have the stock on the capacity to supply the essential commodities at least sufficient of two months for 2 lakhs above population of the district (on record by district food supply officer). Out of the total district populaces, the area border with neighboring districts is also directly depending on their essential commodities from the other districts share market. That means approximately 1 to 1, 50,000 lac populaces directly depend on the district market share. Which means there is still surplus on the capacity of stock as shown by the above hypothetical calculation, even if there may be many obstacle prisms on the evaluation of the big businessmen storeroom. At least for the sake of the present people movement is a concern, it is rather late to check in every big businessmen stock quantity, or else give them the situation as a business opportunity. Therefore, the impact on the above argument may result in the following limitations given below.

Artificial scarcity of essential commodities As per the experience on assessment of marketing management system in the rural market and correlation with my research topic is concern, which is the driving force to take assessment and analysis of the demand and the supply of the rural consumers were left me without answer, because the essentiality on the required data is not practicable on my findings due to some reasons. The town businessmen have an awe-inspiring actor in absence of the desperado which articulate the market mechanism as a tool to create artificial scarcity of essential commodity in the rural market, businessmen are awaited of the better possibility to sale the essential commodities in skyrocketing price in the rural market. The needy, helpless and eligible local consumers are in the last line of the system to manage with their little earning by a compulsion to purchase the required commodities of the family. However, by this situation the remote control of the town, big businessmen may have different components of probability random sampling on the price of fast moving goods to make an

190 Consumer Behaviour in Rural Market unnecessary burden for the local consumers. Therefore, timely intervention and recapitulate the framework of marketing management system may surely result into little adjustment on the burden of local consumers.

Price intolerance in the market Price is the number of money customers has to pay for the product. In most of the products, the level of price affects the level of their demand. The marketers have not only to decide about the objectives of prices setting but to analyze the factors determining the price fixation for the products. So that customers perceive the price to be in line with the value of the product. The last three days business events articulate some suspicion of selling and buying of essential commodities. I am little emotionally attached by seeing the town dwellers in such situation consumers compel to purchase the essential commodity in any of price in the market. The morning begins by preparation of many prospects and events, purchasing or storing essential commodities are one of them, the maximum parents generally come out to purchase required products. The information available in the past three months resolve some different findings in the pricing of essential commodities among the hill districts of Manipur, the Churachandpur district is more flexible and multifaceted in terms of the changes in product pricing system. Especially, The price of products was seemed to be unknown to terrorist inmates in the society, by knowing or little knowing changes in the pricing system, all the establishment seems to be “conspiracy of silence.” The prices of essential commodities like Rice, Dal, onion and potatoes etc.., differ from other districts in such a situation is very huge, there is no such supply bringing in now and then, that means all the products were stored on or before a week it has been fixed by that time product adjusted price. It is too premature to raise that much tall price of commodities as of now, if the price of the essential commodities differs after a month it can be proved with valid reasons. Therefore, this area calls for intellectual debate

Case Study in Churachandpur District 191 for constructive conclusion, the issue of price controls remain subjective and in-efficient under the whole argument; the present issue is our common cause, whether businessmen belong to different caste and creed nevertheless we are initially based in the district of our moral obligation to participate in different aspects in this important movement.

Conclusion and suggestions The present study aims to find light on the exploitation of rural consumers, the Churachandpur market needs proper assessment on the marketing management so that it can be answered the serious question of “Why is skyrocketing price changes of essential commodities by just slight bandhs and the blockades?” and to construct array of hope for the well-being of the rural mass, it is also advisable to concerned organization that it must also take initiative in this regard to ensure better reformation of consumers on the awareness of their rights and protection act. It can be conclude that, the consumers are also required to examine the products and prices of essential commodities while purchasing in the rural market because the huge quantity of duplicate commodities was supplied from the neighboring country, Myanmar without the expiry date, manufacturing date, Maximum Retail Price etc. the consumers’ experienced purchases of adulterated products is common practice in the rural market, in some manner the products were also found unfit for human consumption, as in the recent case of cane fish in Imphal city (2013) the products were contaminated with un-productive particles, which is banned in the city. Whereas the businessmen’s from the rural markets purchase the products with the negotiated price was found selling in the rural market. Therefore, the rural consumers need to take the utmost care while purchased in relation to price, quantity, quality, manufacturing date, expiry date etc. while purchasing of essential commodities in the rural market.

192 Consumer Behaviour in Rural Market The proper establishment of pricing theory will apprehend the pricing manipulation and deprivation of consumer rights in the rural market. At this juncture the time is quite conveying the essentiality or necessity to improve the two Highways, i.e.., Tipaimuk road about 470 km and Guite road 437 km which is connecting Churachandpur District and Mizoram state. Even if there are daily Tata Sumo services, the price of the commodities is yet to convince because the road conditions were extremely worse, as staying 48 hours is required on the one-way journey. Therefore, once these roads were well developed there is an ample opportunity for alternative means to supplement the required supply at the time of bandhs and blockades. Therefore, the number of suggestions forwarded in this study, it is hoped that the rural consumers may become more conscious and achieve the excellent result.

Why local consumers preferred buying the essential commodities to nonlocal businessmen? Since we have conducted in-depth studies on consumers buying behavior in the rural market, in regards to what consumers buy, how they buy, where they buy, how often they buy it, monitoring especially in the district market. It is found that most of the local consumers were preferred buying the essential commodities to nonlocal businessmen. This can be discussed in two aspects as given below:

From the businessmen point of view Most of the nonlocal businessmen are were both inborn and by man-made, which mean maximum of the businessmen was born in a business family which has inherence of business environment in many generations, which promote on strengthening the building up of interpretational relationship. This business disciplined were infused in by birth resulted in the major difference among the local businessmen.

Case Study in Churachandpur District 193 All the nonlocal businessmen are hard working and goal oriented, most of the businessmen came to Churachandpur town initially begin their profession like salesmen, laborer, rickshaw puller etc., best knowledge of their profession, nonlocal businessmen generally except the reasonable voice of the people and also much known their weakness. Hence, within a few years, they become businessmen opening their own enterprise. The nonlocal businessmen have a lot of issues and challenges in terms of their different looks, languages, local dominance. However, they proportionately mixed up the challenges to establishment customers reputation and convert into business opportunities. While collecting the data, one day businessmen happen to share of his experience, while supplying of goods unfortunately around Rs 20000 was snatch by an unknown person, in order to recover the lost money all his family members sacrificed one meal in a day. Sincerely, all the above significant factors were scarcely found among the local businessmen. The lack of professionalism, interpersonal relationship are the primary issues why the local customers preferred buying to non-local businessmen.

From the Customers point of view The pattern, lifestyle, values of costumes from neo-classical and to the present stages drastically changed. The traditional models of business are hardly seen in today’s scenario, for the survival and existence of the business the businessmen need to shift the goal post to customer oriented. Customers are considered as the king of the business, so long as our efforts please the king, the kingdom keep awarding with difference prices, reputation and safety and vice-versa. The same thing is applicable at this business juncture, all the business wealth, health is squarely based on how your business dealing with the customers. The price is one of the factors which motivate the customers to purchase of goods particularly in a low-income group. It is found that there were disproportionate on pricing line of products in

194 Consumer Behaviour in Rural Market the market, businessmen impetus on maintaining the price of the product can be discussed on two fold i.e., priority with the volume of the profit return and volume of the customers. The local businessmen were mostly dealt with the first one, since priority on a higher volume of profit, the price of the essential commodities was comparatively higher than to that of nonlocal businessmen price line. The type of business pricing theory was much discouraged the customer’s loyalty on the purchase of the product. On the other hand, the nonlocal businessmen maintained with minimal return on profit and maximum volume of customers. As per the town, demographic profile and economic environment are concerned, the business model based on customer orientation was found to be much suitable in the rural market. In the context of the present business environment, creating the larger display of bargaining power will persuade or more attract the customers. It is found that the local businessmen were a lack on display of this item. Many customers have complained about local businessmen facial abrupt, languages, and conduct on bargaining the price of the products. The modern model of business necessitated in this significant factors, most of the customer is not satisfied with the product purchased unless they bargain and at least lessen a rupee. Of all this significance quality, the nonlocal businessmen decisively displayed and encourage the customers on purchase of products. These are the some of the unique features found in the rural market and also the primary reasons why the local customers preferred buying essential commodities to nonlocal businessmen in the rural market.

Prospects of Promotional Tools and its Use for Marketing in Churachandpur Market In this study, an attempt is made to know the various level of businessmen compliance of promotional tools in the rural market. Churachandpur market showcasing the significance of marketing fertility, the market has the capability to deal with the larger scope

Case Study in Churachandpur District 195 of the business transition, keeping the overview of population and topography of the District, rural market is considered as one of the most important hill districts of the state. However, a must for proper channelization of the market which still practices in un-organized basis. The present study will cover only Churachandpur District, and the objectives of the study are to find the prospect of promotional tools and its significance in the rural market, the study area is stratified into New Market, Old Market, and Tuiboung market, with the help of simple random sampling technique, 60 number of respondents were selected randomly, 30 each respondent were selected from the two markets and 10 respondents from another market. Both primary and secondary data were being collected for the purpose of the study. To collect primary data questionnaire were designed, pre-tested and finally administered to 70 respondents. Primary data were also collected through personal interaction, interview, and discussion with the businessmen and other related agencies. The secondary data were collected from important publication and report (published as well as unpublished) from various organizations and agency functioning in the state. The collected data will be evaluated and assessed with the help of suitable statistical tools (correlation, percentage method etc.).

Introduction Businesses in India are more confident than ever about the growth of the country’s rural consumer market. According to the third annual edition of Accenture Research, “master of rural research markets: from touch points to trust points-winning over India’s aspiring rural consumers,” rural consumers are particularly inspirational, striving to purchase branded, highquality products. The report notes those rural consumers are better networked and proactively seek information through multiple sources. The expectations of today’s rural Indian consumers differ markedly from those of previous generations. They are moving away from purely economic concepts of value driven by

196 Consumer Behaviour in Rural Market low prices, towards a broader notion of value that combines price with the utility, aesthetic and features of product and service. Significantly, penetration of media and telecom services has changed the way India’s rural consumers buy. Promotional mix refers to the compilation of promotional tools used by the organization to achieve its communication objectives. In simple word, the promotional mix is an element of marketing mix which enables the boosting of sale, the various types of promotional tools used by the marketers to inform and persuade customers about their firm’s products include the followings:

(i) Advertising



(ii) Personal selling or Salesmanship

(iii) Sale promotion and (iv) Publicity or Public Relation

Advertising It is an impersonal form of communication, which is paid for by the marketers (sponsors) to promote some goods or services. The most common modes of advertising are newspaper, magazine, television, and radio. It is perhaps the most commonly used tools of promotion. According to Andy Travis “We find that advertising works the way the grass grows. You can never see it but every week you have to move the lawn.”

The Advantage of Advertising

(i) Mass Reach: Advertising is a medium through which a large number of people can reach over a vast geographical Area.



(ii) Enhancing customer satisfaction and confidence: Advertising creates confidence amongst prospective

Case Study in Churachandpur District 197 buyers as they feel more comfortable and assured about the product quality. (iii) Expressiveness: It gives enough opportunities to dramatize the message with the help of drawing, color, illustration, music etc. (iv) Economy: Since advertising is capable of reaching large numbers of people, it works out to be economical.

Dis-advantages of advertising

(i) Less-forceful: Advertising is an impersonal form of communication which is lee forceful than personal selling



(ii) Inflexibility: Advertising is less flexible as the message is standardized and is not tailor-made to the requirements of different customers.

(iii)

Low-effectiveness: As the volume of advertising is getting more and more expanded it is becoming difficult to make advertising message heard by the target prospect.

Personal Selling or Salesmanship Personal selling is a personal form of communication which involved the oral presentation of the message in the form of conversation with one or more prospective customers for the purpose of making sales.

Advantages of personal selling

(i) Flexibility: The salesman’s presentation can be adjusted to the specific needs of the customers.



(ii) Direct Feedback: As there is direct oral communication through face-to-face, it is possible to have direct feedback from the customers.

(iii) Minimum wastage: The wastage in the effort of personal selling can be minimized as the company can decide the target prospective customers.

198 Consumer Behaviour in Rural Market

Disadvantages of personal selling

(i) High Cost: There is a high cost per person as few members can be contacted at a time.



(ii) Less awareness: It helps the limited members of consumers in decision making

Sales Promotion Sales promotion refers to short-term incentives offered to encourage immediate sales of the product. Sale promotion activities included offering cash discounts, sale contests, free gift offers vouchers and free sample distribution.

Advantages of Sale Promotion

(i) Attention value: It attracts the attention of many people because of the use of incentives



(ii) Useful for launching new product: it is very effective tools for launching a new product since the promoter has connected with the different offers, with this content the tools have more effective influences to the customers.

(iii) Synergy in total promotional efforts: Sales promotion added to the overall effectiveness of the promotional effort of the firm as it is designed to supplement advertising and personal selling.

Disadvantages of sale promotion (i) Reflect crisis: Sale promotion reflects a crisis of the company if they rely frequently on sale promotion which may give a bad impression (ii) Spoils product image: Using too much of personal selling creates the feeling that the product is not good quality and may affect the image of the products.

Case Study in Churachandpur District 199

Publicity or Public Relationship Publicity is an impersonal form of communication which involved activities to promote and protect the image of a company or its product, it is a non-paid form of communication.

Role of publicity or public relation

(i) The smooth functioning of business: Publicity is a nonpaid form of communications which attract the media about its product and result in smooth functioning of the business.



(ii) Building corporate image: Publicity builds up the company reputation by attracting a large number of customers.

(iii) Facilitates launching of a new product: Publicity enables launching of new innovated and advanced product which has never been sold in the market. However, an important limitation of publicity is that as a medium of promotion. It is not within the control of a marketing firm. The media would cover only those pieces of information which are newsworthy and which symbolized some achievement in the field.

Statement of the problem The potential of promotional tools are the driving force in an organized market, the organization opportunities are created by timing and the situation of used on promotional tools. It makes such an undeniable environment where the businessmen are grooming with taste and preference of loyal customers. To find out the local businessmen used as promotional tools for the promotion of sale are the primary concerned. The sale and publicity have the significance correlation, it promotes and persuades the local consumers to purchase the products. Therefore, the present study is initiated to focus and analyzed including the existing position

200 Consumer Behaviour in Rural Market as well as the future prospect of local businessmen and the potentiality of promotional tools in the local market.

Research gap It is found that few such studies were conducted so far in the district. Churachandpur district is gifted with many resources and has tremendous commercial importance and the most decorated district in the state. However, the local consumers and its use of promotional tools were inadequate with the growing of marketing environment, and it’s hardly offered in the market, it is found that none of the local businessmen were used of promotional tools in the study areas. So, in the context of the growing importance of the state, particularly the Churachandpur district since few studies were conducted in it, this topic has been chosen for the study.

Objectives of the study

(i) To find the types of Promotional tools available in the rural market



(ii) To evaluate the relationship between the significant role of promotional tools and the growth prospect of business in the rural market.

(iii) To offer some constructive suggestions from the study.

The Methodology of the study Data collection: To collect primary data questionnaire were designed, pre-tested and finally administered to 70 respondents. Primary data also collected through personal interaction, interview, and discussion with the businessmen and other related agencies. The secondary data were collected from important publication and report (published as well as unpublished) from various organizations and agency functioning in the state. The collected data were be evaluated and assessed with the help of suitable statistical tools (correlation, percentage method etc..,) Sample size and sampling: The present study covered only Churachandpur district, the sample area are stratified into three

Case Study in Churachandpur District 201 markets from where data and other related information are collected. The sampling units consisting of a new market with 30 numbers of respondents; old markets with 30 respondents and Tuinboung market with only 10 numbers of respondents in the total sample area. The selected district was chosen by applying a random simple Sampling technique. From the sampling area, the sample size consists of 70 respondents were selected by using purposive sampling technique. Apart from these data other relevant information was also collected from the concern organization, consumer club, trade association, and other agencies. Data analysis: In this stage, an attempt is made to analyze the primary data collected through questionnaire, the main purpose of the analysis is to fulfill the statement framed in the objectives. The primary, as well as secondary data, were tabulated and analyzed with the help of the percentage and presented in a bar diagram, pie chart, line etc,

Types of promotional tools availed in the rural market Churachandpur is one of the important hill districts in the state of Manipur; it has many unique features of commercial prospects, the tourism industry, in particular, shows significance tourist hotspot in recent trend. The promotional tools are one which can optimize the opportunity and created a better link between tourist and the local market. In this study, an effort is made to find the influencing promotional tools available in the rural market. The result is provided by the respondents’ response from the collected data. Table 9.1: Types of promotional tools availed in the rural market, 2017 (N = 70) No. of respondents area wise New Market

Advertising

Sales promotion

Direct selling

Publicity

5

-

25

-

202 Consumer Behaviour in Rural Market Old market

10

13

7

Tuiboung Market

7

3

Total

22

41

7

58.53%

10%

Percentage (%)

31.43%

-

Source: computed from primary data

From the above table 9.11, shows that the local businessmen were using different types of promotional in the local market to influence the local consumers and the tourist in particular. The district market is known for selling of varieties of products which is imported from different places of the country and partially from Myanmar market. A large volume of consumers from the other district also shopping in the local market. Therefore, the district market has a lot of potential for marketing management and promotional tools is another significance to persuades the consumers in the market. There are altogether 70 numbers of respondents; out of which 41 (58.53%) respondents used direct selling which is leading promotional tools in the rural market. Follow by advertising with 22 (31.43%) of respondents and remaining tools like publicity with 7 (10%) placed third and it is found that none of the businessmen used sale promotion in the market. Therefore, the local businessmen promote their product through different means and the tools to exist and survive in the market. The analysis also presented in bar diagram as given below:

Case Study in Churachandpur District 203

Mode of communication used on Product Promotion In this study, an attempt is made to find the mode of communication used for product promotion and scope of motivation in the rural market. The result of data analysis and interpretation is shown in the below table according to the response provided by the respondents: Table 9.1: Mode of communication used on product promotion, 2017 (N = 70) Newspaper

TV

New market

Area

15

15

Old market

20

10

Tuiboung market

5

5

Total Percentage

Radio

-

40

30

57.14%

42.06%

Others

Source: Computed from primary data

In the above table 9.12 initiated to determined the mode of communication used for product promotion in the rural market. The complexity of the district market and diversity of the district populaces the business communication become one of the primary factors since large numbers of the mode of communication are used in the market, the selection of appropriate means of communication play a significant role. The unique features of the local consumers are highly acceptance of local language. Therefore, to enhance better market share and benefits the local businessmen needs to understand this issues and challenges. There are altogether 70 numbers of respondents, out of which 40 (57.14%) of respondents commonly used newspaper as a mode of communicating for promoting sales of goods in the rural market. The Lamka Post and Manipur Express are the major newspaper being used for sale promotion. Since these newspaper are largely circulated news items in the district. 20 numbers of businessmen from the Old market was placed first on used of the newspaper as a promotional tool and followed by businessmen from Newmarket,

204 Consumer Behaviour in Rural Market a Tuiboung market with 15 and 5 numbers of stood second and third respectively. The above table also shows that 30 (42.06%) of the respondents were using TV local channel to communicated their launch of the product in the market. The Angel Vision and the Horn Bill are important available TV service in the district it also shows similar observation with (Chiru, P.R, 2017f). Out of the total, 15 numbers of respondents from New Market were recorded first on used of TV as a means of communication and followed by businessmen from the Old market and Tuiboung market with 15 and 5 numbers of respondents were stood second and third respectively. None of the businessmen in the district were used Radio as a means of communication for sale promotion. It is further presented in line graph form as given below.

Businessmen Awareness of Promotional Tools and Suitable Seasons The primary focus of this studies is to find the businessmen awareness or understanding the used of influencing promotional tools and also made to determine the suitability of seasons on promoting the product in the rural market. The data were collected through questionnaire and administered with the help

Case Study in Churachandpur District 205 of the percentage method and also represented in the bar diagram as given below: Table 9.3: Distribution on Awareness of Promotional Tools and Suitable Season, 2017 (N = 70) Area

Yes

New market

30

Old market

26

4

26

Tuiboung market

8

2

2

Total Percentage

No

Winter

Summer

20

10 4

64

6

48

14

91.43%

7.57%

68.57%

20%

Autumn

Rainy

2 2.86%

Source: Computed from primary data

The table 9.13 represents the local businessmen awareness on used of promotional tools and also determined the suitable seasons for publicity of products in the rural market. There are altogether 70 numbers of respondents out of which 64 (91.43%) of respondents understood the essentiality of promotional tools and only 6 (7.57%) of local businessmen do not aware the importance of promotional tools. It also shows that 48 (68.57%) of respondents were preferred of promoting the product during the winter season since this season mostly coincides with many festivals, Christmas, in particular, is the best time to sell both to the local and the outside consumers. Out of the total, businessmen from the old market with 26 respondents were leading preferences in this season. The remaining businessmen from Newmarket; Tuiboung market with 20 and 2 respondents were placed second and third respectively. The above table also shows that 14 (20%) of the businessmen preferred to promote the product during summer and only 2 (2.86%) were preferred promoting the products during the rainy season. The discussion can also represent in as bar diagram as given below:

206 Consumer Behaviour in Rural Market

Table 9.4.: Cross-Tabulation on Sale Benefit and Promotional Tools, 2017 (N = 70) Area

The increase of sale volume

IIncome generation

Yes

No

Yes

No

New market

18

12

20

10

Old market

24

6

23

7

Tuiboung market

5

5

6

4

Total

47

23

49

21

67.14

32.86

69.5%

30.5%

Percentage

Source: computed from primary data

The above table 9.14 determines the significant use of promotional tools for the promotion of sale volume for larger income generation in the rural market. Out of the total 47 (67.14%) of the respondents were used promotional tools to enhance the higher sale volume which is also resulted in the better share of profit. Businessmen from the Old market with 24 numbers of respondents were leading in this category. The remaining businessmen e.i, from Newmarket and Tuiboung market with 18 and 5 numbers of respondents were placed second and third respectively.

Case Study in Churachandpur District 207 The table also shows that 23 (32.86%) of the respondents were not encouraged to used promotional tools for sales promotion in the market. Out of the total new market has 12 respondents which stood first under this category followed by the old market and tuiboung market businessmen with 6 and 5 respondents place second and third respectively. There is 49 (69.5 %) respondents response that they earn higher profit which is facilitated by the proper use of promotional tools. Since publicity in many ways out persuaded the customer more needs and the wants. Out of the total old market with 23 respondents highly favor on used of promotional tools on profit making process. The remaining respondents from new market and tuiboung market businessmen stood second and third respectively. There are 21 (30.5%) respondents were not in support of used promotional tools as the real facilitator of profit making process.

Findings of the study “To find the types of Promotional tools available in rural market”

208 Consumer Behaviour in Rural Market

(1) It is found that 41 (58.53%) businessmen used direct selling which is leading promotional tools in the rural market.



(2) Advertising with 22 (31.43%) is the second most used promotional tools available in the rural market



(3) It also found that publicity with 7 (10%) was used in the local market to promote or persuade the local or tourist in the local market.



(4) The analyses show that local businessmen never sale promotion as tools to promote the business in the market.



(5) It is found that 40 (57.14%) of the businessmen commonly used newspaper as a mode of communicating with the customer about promoting of goods in the rural market. 20 numbers of respondents in the Old market stood first on use of newspaper followed by the Newmarket, a Tuiboung market with 15 and 5 numbers of respondents stood second and third respectively.



(6) It also shows that 30 (42.06%) of the respondents were using local channel TV to communicate their launch of the product in the market. Out of the total, 15 numbers of respondents in used of local channel TV which stood first, followed by the Old market and Tuiboung market with 15 and 5 numbers of respondents stood second and third respectively



(7) It is found that 64 (91.43%) of local businessmen understand the essentiality of promotional tools and only 6 (7.57%) of local businessmen do not aware of the importance of promotional tools.



(8) It also shows that 48 (68.57%) of respondents were preferred of promoting the product during the winter season since this season mostly coincides with many festivals, Christmas, in particular, is the best time to sell

Case Study in Churachandpur District 209 both to the local and the outsiders. Out of the total, an old market with 26 respondents was leading preferences in this season. The remaining new market; tuiboung market with 20 and 2 respondents were stood second and third respectively.

(9) The analysis shows that 14 (20%) of the respondents preferred to promote the product during summer and only 2 (2.86%) were preferred of promoting the products during the rainy season.

‘To evaluate the relationship between the significant role of promotional tools and the growth prospect of business in the rural market”

(1) It is found that 47 (67.14%) of the local businessmen’s response benefit on used of promotional tools which enhance the higher sale volume and also resulted in the better share of profit. Old market with 24 numbers of respondents was leading under this category. The remaining i.e., Newmarket and Tuiboung market with 18 and 5 numbers of respondents were placed second and third respectively.



(2) The analysis also shows that 23 (32.86%) of the businessmen were not encouraged the use of promotional tools in promoting the sale in the market. Out of the total new market has 12 respondents which stood first under this category followed by the old market and tuiboung market with 6 and 5 respondents stood second and third.



(3) It is also found that 49 (69.5 %) of the local businessmen’s response that they earn higher profit these are real facilitated by the proper use of promotional tools. Since publicity in many ways out persuaded the customer more needs and the wants. Out of the total old market with 23 respondents highly favor on used of promotional tools

210 Consumer Behaviour in Rural Market on profit making process. The remaining new market and tuiboung market stood second third respectively.

(4) Lastly but not the least 21 (30.5%) respondents response that there is no benefit on used of promotional tools in the local market as customers are never aware of promotional tools.

Suggestions

(1) As the market has the unique feature of a tourist hotspot. Therefore, local businessmen need to make a systematic arrangement of promotional tools



(2) It is found that in any occasion no sale offers were given in the local market, this leads a lot of local customer or tourist to purchase their needs in Imphal market.



(3) Maintaining the quality, quantity, price, packaging, is essential, avoid black marketing, hoarding, tempering and manipulating is much concerned.

Conclusion Churachandpur district headquarter market is becoming one of the promising tourist hotspots in the hill district of the state. The market shows unique feature of commercially importance, forest-based products in particular which attract many local and non-local customers of the state. However, the presently available mode of promotion seems to be not much persuading the customers. Lacked continues and consistency used of the promotional tools are the vital factors of the above reasons. It is found that the local businessmen never used tools like a discount on sale during festive seasons in the local market. Since the local market is Christian dominance, Christmas is one of a rights time to use much of the promotional tools. Even if the businessmen give a discount on a sale, they wisely charge the price of the products. E.g if a product cost Rs 100, in the last line of the sale, businessmen much knowing the consumers immaturity of price

Case Study in Churachandpur District 211 line, they firstly raise the price let say Rs 5 level and simple under the pretext of discount, they discount the price of the product by Rs 5 which is becoming the same margin as the price line and finally the tools never affect the price of the product. The local consumers were immensely aware of the kind of the promotion. Therefore, developing the attractive promotional tools may surely enhance or distinguish the success and the failure of businessmen in near future.

FOREST BASED INDUSTRY IN CHURACHANDPUR DISTRICT: FROM THE ENTREPRENEURIAL PERSPECTIVE Abstract Churachandpur district is one of the largest and most fertile hill districts of the state. The district has distinctive characteristics of forest-based industries. The entrepreneurship gesture of capital market, accessibility, and affordability of raw materials are the unique and emerging vision of industrial development. The district requires fast track speeding up of industrial infrastructure and special aid to coordinate the unanimity of economic environmental problem and marketing instability overwhelmed by the bandhs and blockades culture in the state. The sustainability with the forest-based resources (NTFP- Non-Timber Forest Products) by the rural mass was guaranteed to achieve the most important effort on the alleviation of poverty. This study covers only Churachandpur district, the district entrepreneurs were stratified into three sample areas i.e. new market, Tuiboung market and Damkam market respectively. There are altogether 60 numbers of respondents, 20 each questionnaire were collected from the sample area and accordingly the research methodology was constructed with a deliberated design. With the help of purposive random sampling, the required numbers of primary data and secondary data were collected and further analyzed with the help of SPSS software calculating correlation and regression,

212 Consumer Behaviour in Rural Market keeping income from forest-based industries as the dependent variable and monthly expenses on education, medical and food and clothing as independent variables. The result from the study shows the beauty of the local entrepreneurs’ sustainability in the forest-based industry. Keyword: Entrepreneurship, Forest-based Industry, and the alleviation of poverty, non-timber forest products

Introduction Churachandpur district is situated in the southern part of Manipur. It has a population of 2, 23,866 as per 2011 census, dominated by 15 ethnics like Zomis, Kukis, and Nagas. The district has six development blocks. The town’s population is made up of a number of communities including the Paite, Simte, Gangte, Zou, Hmar, Thadou, Vaiphei, Lusei, Kom Rem and Naga. These communities mainly belong to the Tibeto-Burman family. A significant number of Meitei and other plain communities also live in the town. Though each and every tribe can understand the different dialects, Paite is the most popular language in the district. The forest sector in Manipur plays the important role of economy, culture, and livelihood of a large number of forestdependent poor and it represents a huge economic resource for the state. It has the rich potential of various NTFPs, which are important sources of livelihood for the forest dependent population. The role of the forest and the local entrepreneur is inevitable for ushering in the economic reformation. Interestingly, Churachandpur district market fertility seems to be outreached most parts of the businessmen architecture, the prominent feature in this rural market were the businessmen imaginary calculation of economic benefit were more accurate than the other district markets. Despite the rural market showing the various structure of economic value, maximum of the opportunities are

Case Study in Churachandpur District 213 dominated by migrant entrepreneurs who are coming in from the outside of the state. Based on this crucial area all about the subject on poverty alleviation and sustainable development are to be the main concern, other prominent factors like the concept of entrepreneurship awareness are also non-existent; it needs a deliberate system to foster the local entrepreneurs to make self-sustainable development. However, a small part of the entrepreneurs who have participated has already addressed the sustainability of their livelihood, as the market volume of transition is quite convincing in the recent decade and beyond. This study is mainly focused on the local entrepreneur, the local entrepreneurs and the role of the forest is investable for ushering in economic reformation. However, the rural market has the distinctive nature of informal and un-structural. Yet, owing to its unique challenges, given issues related to poverty and unemployment, poor infrastructure connectivity, low economic development and others are the main concern. The local entrepreneurs are left with the limited option of the traditional or conventional system of business, ever since the business prospects started growing in the rural market. Today it offers major economic values and employment opportunity to the town dweller and becoming the important sustainability of their livelihood. This research, in particular, identified the local entrepreneur’s sustainability on forest-based industries vis-àvis their relationship with generated income and alleviation of poverty.

Possible options for strengthening forest based livelihood There is a need for collective intervention by the civil society organizations, business houses, financial institutions and the management to address various issues in NTFP management and trade. The most important intervention should be to build up the capacity and information based on primary collectors and the

214 Consumer Behaviour in Rural Market members of Autonomous District Council on management and trade of NTFP. At the same time, the priority of intervention has to be given to forest protection, quality production of NTFP, valueadded products instead of raw material NTFP, market promotion and market development etc.

Review of literature Several authors, organizations, commissions, economists, and government agencies have expressed their view regarding the prospect of forest-based industry in the state; Churachandpur district, in particular, has the potential for the industry. Some of the reviews of the related literature with the article are as follows: NabaghanOjha (2004), He mentioned that NTFP was once monopolized by the private sector and this submerged the opportunity of the tribals by paying low, erratic and arbitrary procurement and revenues loss of the state. However, reformation of forest act in 2006 giving more role of Gram Panchayat amending the arbitration on forest management is the most emerging vibrant institution to own, control and manage a majority of NTFP (69 items) for the betterment of the socioeconomic development. He further mentioned that the process of formation of apex-cooperative which monitor exploitation and conservation of resources; Consultation of local stakeholder both the organized and unorganized sectors in various part of issue related to marketing management is major significance for strengthening the sustainability of livelihood from forest-based industries in the state. Krishnan. L. R. (2013), mentioned that in spite of industrial removal show the negative growth, softwoods were more homogeneous than the other removal product. Maintaining the un-interrupted flow of forest products is the main criterion to serve the livelihood of all stakeholders. He further mentioned

Case Study in Churachandpur District 215 that long-term plan is required for planting trees on wasteland, encouraging farmers to grow a tree on farmland, mixed captive plantation, and optimum utilization of wood resources is the immediate and wise solution for solving the present problem and sustained life of forest-based industries in the state. Shaw. J. D. (2008). He mentioned that the USDA forest service, forest inventory and analysis program serves a board segment of society by keeping a comprehensive inventory of the forest of the U.S. He further stated that the emergence of scientifically approach on forest management with the help of FIA increasingly valuable with time. Fuwape J. A (2003), presented that forest is essential for a healthy environment and vital role for the fertility of the soil and maintains the health of atmosphere. However, the forest industry has some negative impacts on the environment but it should ensure that forest industries abide strictly with the principle of sustained yield management which is certified by the concerned environmental protection organization. He further mentions that the government and people should genuinely involve in forest management.

Objectives of the study The present study aims to focus on opportunity and challenges faced by the local entrepreneurs in Churachandpur District. In order to make the study not only of academic interest but also have practical utility, the present studies have the following objectives:

1. To find the entrepreneur economic comfort from the forest-based industries as a source of livelihood.



2. To evaluate the relationship between the inflow of benefit and the alleviation of poverty.

216 Consumer Behaviour in Rural Market

Hypothesis

1. Null Hypothesis (H0): the income generated from the forest-based industries is not the economic indicator of poverty alleviation.

Basic for the data collection As it involved the heterogeneity and complexity of rural market and the difference in qualitative nature of entrepreneur, the structure questionnaires were maintained for collection of primary data and purposively segregated into three parts; part A consist of nine questions in relation to profile of Respondents, part B comprise five questions concerned with the respondents line of satisfaction of their earning, part C, 12 questions in connection with basic income and alleviation of poverty.

Sample and Data Collection The study was conducted in District Head Quarter of Churachandpur, one of the important markets in the hill district of Manipur. The market itself shows the various socio-economic values and incredible geographical suitability of enterprise establishment in the district, Many of the town Dwellers migrated workers are taking the risk as an entrepreneur and challenge the threat and opportunity in the rural market. However, the basics of the rural market show dynamic and un-organized structure, for which an entrepreneur requires essential momentum and competence in analyzing of cost-effective relationship. As per the conveniences of the time, the rural markets are stratified as Newmarket, Damkam market, and Tuibuong market. There are altogether 60 numbers of respondents; out of the total 30 numbers of respondents are randomly selected from New Bazar entrepreneurs and 30 each from Damkam and Tuibuong market respectively. Both primary and secondary data were collected for the purpose of the study. The primary data were collected through a questionnaire which was designed, pre-tested and finally administered to 60 respondents. Primary data were also collected

Case Study in Churachandpur District 217 through personal interaction, interview, and discussion with the entrepreneurs and other related agencies. The secondary data were collected from important publication and report (published as well as unpublished) from various organizations and agency.

Method of Analysis Initially, data collected were gathered for codified and then administered by using SPSS English Version 21.0 for data analysis. The categorical distributions of the respondent’s source of income generated from forest-based industries and alleviation of poverty were presented in a tabular format and Mean and S.D is calculated. Finally, the conclusion is derived by calculating correlation coefficient and Multiple Regression analysis to predict the relationship between income and reduction of poverty from forest-based industries and the other independent variables like age, educational level, medical expenditure, the satisfaction level of earning of the respondents.

Result and conclusion In this stage, proper care is systematically maintained since it concerns data analysis, presentation, and interpretation. The data analysis and interpretation were on the research queries as well as research objectives. The presentation is divided into four parts. The first part presented the respondent’s source of earning, the second part deals with poverty and its alleviation scheme, the third part focuses on hypothesis testing and the fourth part presents findings and conclusion.

Data analysis This stage is an attempt to analyze the primary data collected through a questionnaire, the main purpose of the analysis is to fulfill the statement framed in the objectives and the hypotheses. Therefore two suitable statistical tools namely Correlation and Regression were administered as follows:

218 Consumer Behaviour in Rural Market

(A). Partial Correlation analysis TABLE 9.5: Composite Demographi Characteristic of the Consumers, 2017 (n=60) Gender

Variables

Total

Male

Female

Age

Below 25 25-35 35-45 Above 45

1 3 3 1

3 5 24 20

4 8 27 21

Education

Illiterate Can only read Can read and write Primary High School Others

0 0 1 3 4 0

11 4 22 11 4 1

11 4 22 14 8 1

Marital Status

Married Un-Married Widow

6 2 0

46 1 5

52 3 5

Type of Occupation

Supplier Itenerant Petty Shop Owner Others

1 2 5 0

0 43 8 1

1 45 13 1

Source: computed from primary data

The above Table 9.15 shows that, out of 60 numbers of respondents, most of the respondents i.e 27 are under the age group of 35-45 in the local market, the age group of below 25 and above 45 stood the least with 1 respondent each. It also revealed that most of the female respondents’ i.e 22 numbers of local female entrepreneurs can read and write and 4 numbers of male respondents have their educational qualification up to high school level. The maximum of the respondents with 52 numbers are under the categories of married status, only 3 numbers of respondents are unmarried and there are 5 numbers of respondents which fall under the categories of the widow.

Case Study in Churachandpur District 219 Since the local markets are un-organized natures, the maximum of the respondents (i.e. 45 respondents) engaged in itinerants type of business enterprises and 1 respondent each is involved as supplier and petty shop owner respectively. Table 9.6: Composite Socio-Economic Nature of Respondents (n = 60) Variables

Minimum

Experience

Maximum

Mean

SD

1

30

8.2417

5.7396

Capital Investment

1000

156000

39223.33

40251.58326

Number of Product

3

10.300

4.45048

25

Source: computed from primary data

Table no. 9.16 revealed the entrepreneur’s socio-economic profile in the market, there are altogether 60 numbers of respondents, the range of entrepreneurs occupational experience was started from the minimum of 1 year and the maximum of 30 years in the market. The initial capital of entrepreneurs to set-up the enterprises were with the minimum of Rs 1000 and 3 items and the maximum of 25 items with Rs. 156000 in the study area. Table 9.7: Partial Correlation between Variables Income

Income

Education

Medical

Food & Cloth

-

Education

0.674 (0.000)

-

Medical

0.251 (0.062)

0.217 (0.108)

-

Food & Cloth

0.336 (0.011)

0.457 (0.000)

0.476 (0.000)

-

Source: computed from primary data Age, gender, education and marital status were controlled

The above table 3 shows the relationship between monthly income, monthly expenses on education, monthly expenses on medical and monthly expenses on fooding& clothing of the respondents. The table revealed that income has a strong positive

220 Consumer Behaviour in Rural Market relationship with the education (X2 = 0.674, P = 0.000), moderate positive relationship with food and clothing (X2 = 0.336, P = 0.011), and weak positive relationship with medical expenses (X2 = 0.251, P = 0.062). Further revealed that the relationship between monthly expenses on education and monthly expenses on medical and food & clothing respectively. Education has a weak positive relationship with monthly medical expenses (X2 = 0.217, P = 0.108). There is a moderate positive relationship with fooding& clothing. It can be concluded that the monthly expenses on medical showed a moderate positive relationship with food & clothing.

(B). Multiple Regression Analysis The hypotheses were also tested with multiple regression analysis to determine the relationship between the income generated from forest-based industries and other independent variables like monthly expenses on education, monthly expenses on Medical and monthly expenses on food & clothing. The below equation shows the regression equation for predicting the dependent variable from the independent variables: Y = a + b1X1 + b2X2 + b3X3 Where, Y = Income generated from forest based industries A = constant b1to b3 = Represents co-efficient for the representative variables X1 = Monthly expenses on Fooding& Clothing X2 = Monthly expenses on Medical X3 = Monthly expenses on Education

Case Study in Churachandpur District 221 Table 9.8: Model Summary Mode l

R

R Square

Adjusted R Square

Std. Error of the Estimate

1

.748a

.559

.535

5475.83185

a. Predictors: (Constant), Average Monthly expenses on Fooding and Clothing, Average Monthly expenses on Education, Average Monthly expenses on Medical b. Dependent Variable: Average Monthly Income

Source: computed from primary data

This model summary shows that the equation is moderately fit and described the relationship between dependent variable and independent variable significantly; the coefficient of determination is 0.56. Therefore, about 56% of the variation in the dependent data is explained by the independent data. The regression equation appears to be useful for making predictions since the value of r2 is closed to 1. Table 9.9: ANOVA results ANOVAa Model

Sum of squares

Df

Mean square

F

Sig.

Regression

212833205.529

3

709446068.510

23.660

.000

Residual

1679145127.805

56

29984734.425

Total

380748333.333

59

Note: a dependent variable: Average Monthly Income, b. Predictors: (constant). Average Monthly expenses on Fooding& Clothing, Average Monthly expenses on Education and Average Monthly expenses on Medical. Source: Computed from primary data

The ANOVA table also shows the positive and significant relationship among the variables wit F value of 23.660 and a significant level of 0.000. Hence, from this table, it can be concluded that the model is valid and moderately accepted with existing variables.

222 Consumer Behaviour in Rural Market Table 9.10: Regression results (coefficients) Model Constant

Unstandardized Coefficient B

Std. Error

Std.

T

Sig.

3845

0.000

5267.672

1370.024

Avg. Fooding& clothing exp.

0.813

0.112

0.211

266

0.000

Avg. education expenses

0.319

0.654

0.204

2.018

0.048

Avg. medical exp.

-0.281

-0.233

-0.126

-1.206

0.233

Note: dependent variable: Average Income from Forest based Industries Source: Computed from primary data

Multiple regression was used to find out whether Average monthly expenses on food & clothing, monthly expenses on education and monthly expenses on medical are a useful predictor of income generated from forest-based industries or not. Stepwise regression analysis results indicated that variation of income earn can influence the independent variable at above 56 % (R2 = 0.559). Regression coefficients of the variables are shown in table 5. Their relationship may be expressed as: Y = 5267.672 to + 0.813 (average monthly expenses on Fooding and clothing) + 0.319 (average monthly expenses on education) – 0.281 (average expenses on medical) At the Alpha = 0.05 level of significance, the p-value of X1, and X2 are < 0.05, thus there exist enough evidence to conclude that Average monthly expenses on food and clothing and education were useful predictors of income generated from forest-based industries for the local entrepreneurs observed similar studies with (Chiru, P. R, 2017a). So, rejection of the null hypothesis is at 5% level of significance and accept the alternative hypothesis.

Findings and Conclusion The study revealed that the amount of income generated from forest-based industries has an impact on the average

Case Study in Churachandpur District 223 monthly expenses of education, medical and fooding& clothing. A summary of correlation analysis indicated that an extremely moderate positive relationship, but there was a weak relationship between monthly income and monthly expenses on food and clothing. A summary of regression analysis also indicated that about 56 % of the variation in the dependent data is explained by the independent data. Regression analysis shows that monthly expenses on education and monthly expenses on medical were useful predictors of income generated from forest-based industries but there was the negative impact of monthly expense on food and clothing toward the income. Whereas age, gender, and education level of the respondents were not a useful indicator of income earned from forest-based industries. The crosstabulation table shows contrasting results between male and female entrepreneurs where most of the male participants belong to married categories whereas the female participants were either divorced or widowed or separated. Endowed with adaptable or affordable financial provisions and entrepreneurship literacy will offer a suitable platform for local entrepreneurs of their sustainability and alleviation of poverty.

Environmental Impact of Brick Making Industry and Issues on Labour Welfare in Churachandpur Introduction Brickfield has generated enough economy and play the vital role of socio-economic development in the state, this industry creates the local employment opportunity and also bring the economic well-being in the rural area, especially fired clay brick is one of the most important building materials in the country. However, factor affecting the environment; effects of labor health welfare and sustainability for are the important factors to be concerned, as the brick kilns emit toxic fumes containing suspended particular matters rich in carbon monoxides and oxides

224 Consumer Behaviour in Rural Market of sulfur that are harmful to eyes, lungs, and throat. Environment Assessment Act of 2011 and the Mines and Minerals Acts of 1999, informal sector business seldom follows the outlined procedure. EIA studies ensure that extraction or excavation of materials from the environment is conducted in an environmentally friendly manner. The Mines and Minerals Acts ensure that extraction and excavation of material for commercial purpose are licensed. These are just example of a statutory instrument that is used to protect the environment but is often flouted by informal sector brick making activities. The fact that the environment stands as a refuge to social insecurities such as poverty, hunger, and unemployment makes its protection all the more important. If it is the use of resources is left unchecked then future generations will be disadvantaged. Many countries are taking action to protect the environmental degradation. Therefore, the study is initiated to find out an environmental impact and the workers protections by the Brick Field industry. With the help of the Stratified random sampling method, the sample area is stratified into (four) 4 brickfields center, the sampling unit consisting of 80 numbers of respondents from the field center. The respondents chosen will be the employer and laborers. Apart from these data other relevant information was collected consist of published and unpublished secondary data.

Brief Profile of Churachandpur District Churachandpur district is situated in the southern part of Manipur. The district is bounded by Senapati district in the north, Bishenpur and Chandel in the east, Assam and Mizoram in the west and Myanmar on the south. The total geographical area of Churachandpur district is 4570 sq km, It lies between 23*55N and 24*30N latitude and between 92*59E to 93*55E longitude. The topography of the district is hilly. It has a population of 2,23,866 as per 2011 census, dominated by 15 ethnics tribe like Zomis, Kukis, and Nagas. The district has six development blocks namely: Parbung with around 57 villages and a population

Case Study in Churachandpur District 225 of 13,733, Thalon around 47 villages with a population of 19,209, Henlep around 96 villages with a population of 20,455, Churachandpur around 243 villages with a population of 46,483, Samulamlan around 104 villages with a population of 13,733, and Singngat around 65 villages with a population of 18,643.(source: Development Profile of Manipur) Lamka (Churachandpur), is the District Headquarters of Southern Manipur (Churachandpur District). It is located in the southwestern corner of Manipur and is the largest district within the state of Manipur. The terrain of the district is mainly hilly, with narrow valleys that support wet rice cultivation. Churachandpur town is the district headquarters. Originally the name, as called by the original settlers, is Lamka. However, the name Churachandpur is imposed from the name of Manipur Raja Churachand Singh by the Meiteis. It is the secondlargest town of Manipur, after the state capital, Imphal. Lamka is called the “second town” of Manipur and remains the fastest growing town in the state(Neihsial, 1996). The town’s population is made up of a number of communities including the Paite, Simte, Gangte, Zou, Hmar, Thadou, Vaiphei, Lusei, Kom Rem and Naga. These communities mainly belong to the Tibeto-Burman family. A significant number of Meitei and other plain communities also live in the town. Though each and every tribe can understand the different dialects, Paite is the most popular language in the district. In 2006 the Ministry of Panchayati Raj named Churachandpur as one of the country’s 250 most backward districts (out of a total of 640). It is one of the three districts in Manipur currently receiving funds from the Backward Regions Grant Fund Programme (BRGF) Churachandpur town is well-served by telephone companies like Airtel and Aircel in addition to BSNL, which formerly monopolized the telecom service. Now, more private companies like TATA Indicom, Vodafone, Idea etc. are also available...

226 Consumer Behaviour in Rural Market Churachandpur town is connected to the state capital Imphal city by Tedim road (also known as National Highway 150). The town is just over a 1-hour drive from Imphal airport (about 65 km). Demography According to 2011 census Churachandpur district has a population of 271,274, roughly equal to the nation of Barbados. This gives it a ranking of 575th in India (out of a total of 640). The district has a population density of 59 inhabitants per square kilometer (150 /sq mi). Its population growth rate over the decade 2001–2011 was 19.03%. Churachandpur has a sex ratio of 969 female for every 1000 males, and a literacy rate of 84.29%.

Review of literature Fuyane B. F at el (2013) study conducted in Gaborone Dam Area, Botswana found that 60% of clay is used in making a mixture of raw material for brick production, 10% of coal, 30% water. They also found that land degradation is the major physical environmental impact in the study area, they further state that if the use of the resource is continued on the current level and over of 5 years, Gaborone Dam will be under threat which cannot be replenished in short period of time. Suman K P at el (2013) conducted a study in Kathmandu Valley; they found that Brick kilns held the major responsibility for air pollution in the study area. They further found that community people are commonly facing of breathing problem, nasal problem, eye burning, and other diseases are also based on air pollution which is caused by the brick kilns. According to their study adopting environmentally friendly technologies for brick kilns on the process of the production process can sustain future potential, in particular to Kathmandu Valley. Seshananda S at el (2016) conducted a study in Kathmandu Valley in Terai region of Nepal; they found that common sickness of the workers is mainly caused by the brick kilns in the form of releasing gas particle. They also found that work-related

Case Study in Churachandpur District 227 musculoskeletal disorders (WMSD) are common in workers in brick production enterprise. They further determine that working in sub-standard working environments and combination of stress and negative emotions contribute to gastrointestinal tract (GIT) alterations.

Statement of the problem This type of study is yet to conduct in Churachandpur District, though the district headquarter is known for the surplus production of brick, the study reflects on the environmental issues and the sustainable livelihood of the workers keeping the following indicators: Monthly laborer income from the Industry; Bonus earn in any festive seasons; Occurrence of accidents and Mode of satisfaction level on compensation; Annual rate of expenses of workers; Facility of safe measurement; Waste material plant layout; and Main source of raw material.

Objective of the study

1. To study the significant impact of brick industries on environmental caused.



2. To evaluate the occurring of incident and mode of compensation in the industries



3. To study the relationship between the workers’ income and mode of expenditure.

Methodology Primary data were collected from 4 brick making industries. These were done to provide the current description of the study area and outline the impacts of brick making on the environment and labor welfare. With the help of convenient sampling techniques 80 numbers of respondents were selected, 20 each from four brick making industries, keeping the environmental impact and the welfare of the workers the required data are collected through questionnaire equating with the objective of the study.

228 Consumer Behaviour in Rural Market

Analysis of the study In this stage, an attempt is made to determine the labor welfare and sustainability in the brick making industries and accordingly questions were asked. The result of data analysis and interpretation is shown in the below table. Table 9.11: Monthly labourer income from the Industry, 2017 (N = 80) Monthly income (in Rs)

No. of respondents

Percentage

Rs 1000-3000

0

0

Rs 3000-6000

25

31.25

Rs 6000-9000

23

28.75

Rs 9000- Above

32

40

Total

80

100

Source: Computed from primary data

The above table 9.21 showcase workers monthly income earned and potential on the sustainability of workers in brick industries. There are altogether 80 respondents, of the total 32 (40%) numbers of respondents monthly income were at the range between Rs. 9000 –above which is recorded highestearning among the workers. Followed by 25 (31.75%) numbers of

Case Study in Churachandpur District 229 respondents earned at the ranges of Rs 6000-9000. The remaining respondents 23 with 28.75% shows in the range of Rs 3000-6000. It is found that none of the respondent’s income was between Rs 1000-3000 respectively. Further representing the analysis in a pie chart as given under: Table 9.12: Bonus earned in any festive seasons, 2017 (N = 80) Bonus In kind

No. respondents

Percentage

40

50

Rs 500-1000

0

0

Rs 1000-1500

20

25

20

25

No Bonus

Source: Computed from Primary data

The above table 9.22 determine the mode of workers incentives paid during the festive seasons in the brick industries. There are altogether 80 numbers of respondents, of the total 40 (50%) respondents are given bonus/ incentives in Kinds (cloths, utensil etc.) and 20 respondents with 25% are given bonus/ incentive at the range between Rs 1000-1500. It is found that 20 numbers of respondents were not given bonus/ incentive in any festive seasons. The individual motivations also significantly

230 Consumer Behaviour in Rural Market influenced by the nature of incentives. Therefore, to enhance the effectiveness and efficiency among the workers, recognition of hard working workers and motivation through incentive and bonus are the primary factors impact in an organization. The analysis also presented in pie chart which is given abov: Table 9.13: Occurrence of accidents and mode of compensation, 2017 (N= 80) No. of Accidents and compensation Monthly

No. of Respondents

Percentages %

0

0

Quarterly

0

0

Annually

80

100

Satisfy

0

0

Completely satisfy

0

0

Dissatisfy

0

0

Strongly dissatisfy

80

100

Source: Computed from Primary data

Table 9.23 determined the occurrence of accidence (injury) on the production process and also asses the mode of compensation available in the Brick Field Centre. It shows enough evidence of accidence and negligence of compensation in the dimension of safety measurement. There are altogether 80 numbers of the respondents, of the total cent percent of the respondents’ responses, that there are occurrences of incidence annually, which resulted in a slowdown on the production process, and extremely influential on the annual earning of the industries. The table further reveals the mode of compensation provision available in the brick-making industry. Cent percent of respondents are not satisfied with the present mode of compensation. Therefore, the concerned organization essentially required to amend the satisfactory level on compensation terms.

Case Study in Churachandpur District 231 Table 9.14: Annual rate of expenses of workers, 2017 (N = 80) Annual expenses

Rs 5000-10000

Rs 10000-20000

Rs 20000-30000

Rs 30000Above

Education

39

3

30

8

Medical

15

32

7

26

Fooding

0

42

38

0

Saving

57

14

9

0 11

Others

21

30

18

Total

132

121

102

45

Percentage

33%

30.25

25.5

11.25

Source: Computed from primary data 400

The above table 9.24 determined the worker’s annual mode of expenditure in various items, it found that 33% of the workers annual expenses are at the range between Rs 5000-10000, 30.25% expenses at Rs 10000-20000, followed by 25.5% of workers expenses are at Rs 20000-30000 and only 11.25% of the workers expenses are found at the ranges of Rs 30000-Above. While Analysing into percentage-wise, in 33% the above table reveals that saving with 57 numbers of respondents were recorded the highest numbers of workers under the range of Rs 5000-10000 followed by expenses on education with 39 numbers of respondents. It is found that 21 numbers of respondents made expenses on other miscellaneous, a medical expenditure with 15 respondents and none of the respondent’s expenses on food under this categories. The table 9.24 shows that 30.25 per of the annual expenditure are at the range between Rs 10000-20000, 42 numbers of the respondents are found highest who incurred expenses on food, medical expenses with 32 respondents were recorded second. The remaining modes of expenditure like other expenses with 30 respondents, saving with 14 respondents, and education with 3 respondents was placed third, fourth and fifth respectively.

232 Consumer Behaviour in Rural Market In the 25.5 % it is found that food with 38 numbers of respondents was recorded the leading respondents who made an expenses in the range between Rs 20000-30000, education with 30 numbers of respondents who have responds that the expenses incurred under this category, it is also revealed that 18 respondents annual expenditure was made on other miscellaneous, 9 respondents could be saved of this amount annually. And only 7 numbers of respondents were made expenses at this ranges. In the 11.25 % the table determined that 26 numbers of respondents made an annual expenditure on medical which is also recorded the leading mode of expenses at the ranges between Rs 30000-Above, other miscellaneous expenses with 11 numbers of respondents followed by 8 numbers no of respondents on education and it is found that none of that respondents made an expenses on food and saving under this categories. The analysis also re-presented into graph form which is as given below:

Case Study in Churachandpur District 233 Table 9.15: Facility of Hygiene and Sanitation Systems, 2017 (N = 80) Strongly satisfied

Satisfied

Neutral

Dissatisfied

Strongly dissatisfied

First Aid Kit

0

13

0

67

0

Drinking water system

0

6

8

66

0

Sanitation on premises

0

0

0

80

0

Hygienic Toilet system

0

20

12

48

0

Total

0

39

20

261

0

Percentages

0

12.19

6.25

81.56

0

Items

Source: Computed from the Primary data

The above table 9.25 reveals the facilities for hygiene and sanitation provided in an organization. There are altogether 80 numbers of respondents, of which 83.75% of the respondents dissatisfied the hygiene and sanitation systems, out of which cent percent of the respondents are dissatisfied the sanitation condition of premise particularly during rainy season and its outbreak of many sicknesses, followed by 67 numbers of respondents responds that they are not satisfied the available provision of first aid kit, water supply and use of contaminated pond are disagree by 66 number of respondents. It is found that 48 numbers of respondents were dissatisfied with the hygienic of toilet system in an organization. The above table shows that 12.19% of respondents are satisfied with the sanitation services provided in an organization. Out of the total respondents, 20 numbers of respondents are satisfied the hygiene of toilet systems, 13 respondents with first aid kit and 6 respondents were satisfied with facilities of drinking water and none of the respondents satisfied with satisfied sanitation of premises. It is found that 6.25% of respondents are neutral in regards to facilities for hygiene and sanitation in an

234 Consumer Behaviour in Rural Market organization. None of the respondents are under the categories of strong satisfied and strongly dissatisfied of facilities on hygiene and sanitation in an organization. Further presented in graphs form as given below:

Table 9.16: Distribution of Waste Material Plant Layout, 2017 (N = 80) Items Partially used for other purpose

No. of respondents

Percentage

44

55

Layout directly to drainage

6

7.5

Maintaining at premises

30

37.5

Connecting with local body

0

0

Source: Computed from primary data

The above table 9.26 presented the plant layout of waste material in the study area. There are altogether 80 numbers of respondents, of the total 44 (55%) respondents response that waste materials are further used for repairing of road, campus, and others. 30 (37.5%) respondents have disposed of the waste material inside the campus itself. The table also shows the use of the drainage system for disposing of the waste material. Therefore, the significance of the brick kiln is related to several health problems (breathing problem, nasal problem) in the study area.

Case Study in Churachandpur District 235

Table 9.17: Distribution of Source of Raw-Material, 2017 (N = 80) Within Campus

Own land

Soil

20

53

7

0

0

Wood

0

6

35

25

14

20

59

32

25

14

12.5

36.87

20

15.62

8.75

Particular

Total Percentage %

Tipaimuk

Singngat

Sungnu

Source: Computed from primary data

The above table 9.27 showcases the main source of raw material, to fulfill the production process, uninterrupted flow of raw-material (soil and wood) is essential in any circumstances. Churachandpur district is considered as most advanced town among the hill district. As the state government has already stated the fast urbanization of the district. The bricks items are much on demand in the market and higher potential in the near future. There are altogether 80 each respondent of each item, of the total 36.87 % respondents obtain their raw-material from their own land (paddy field, and forest) and followed by 20% of the respondents receive a supply of raw–material from tipaimuk. The remaining

236 Consumer Behaviour in Rural Market respondents with 15.62%, 12.5%, and 8.75% receive raw-material from Singngat, within campus and sungnu respectively.

Findings of the study

1. It is found that 40% of the employees earned monthly income in the range of Rs 9000 – above and 28.75% of the respondents earned at the range of Rs 6000-9000



2. In the festive seasons, 40% labors of the field center are provided incentive/bonus in the form of kinds and 20% of the labors are provided Rs 1000-1500 as the incentive of the occasion.



3. There were cent percent cases of happening incidents among the employees annually and cent percent of the employees are not satisfied with the mode of compensation availed in the brick center.



4. It is found that the education expenses were the highest spending among the labors and further found that there was little saving among the laborers.



5. For safety measurement, 88.75% of the employees responded that there were no proper safety measurements in the center.

Case Study in Churachandpur District 237

6. It is found that 55% of the waste material is partially further re-used for another purpose.



7. For the raw-material, 53% of soil resources are imported from their own agricultural land and 35% of wood resources are bought from Tipaimuk and 25% are from Singngat.

Suggestions

1. Government intervention is the wholesome needs in the study areas.



2. Standard maintenance of raw-material and maintaining the laborer’s interest is the core issues.

Conclusion The present study is mostly based on the environmental impact and sustainability of the labors in the brick field center. Though there was huge implementation on the gaps of earning among the local dwellers, the sustainability is the wholesome concern. As much as the government intervention in the form of administrative measurement and legislative precaution is the needs essential for keeping the trend of further sustainability in the study areas. We may sum up that the standardization on maintenance of raw-material and safeguarding the interest of workers in coordinating with the organization interest is the primary objectives of the organization. Incentive and bonus for the laborers are also undeniable fact for the motivation of the laborers.

A Case Study on Service Sector in Churachandpur District: Special References to College Teachers Abstract A teacher is considered to be the epicenter of all chain of educational development in the society. Planting of every source for students fraternity is his basic responsibility. In today’s

238 Consumer Behaviour in Rural Market dynamic environment known for crafting differential level of the economic game of opportunity in all square of transition, efficient and effective teachers are the major drivers at this juncture. However, educational value in the present system showcases deteriorating trend, bribebarism and corruption particularly in Manipur deepen in the society resulted to un-employment of many educated youths. Re-reading of present educational value and equating pathway for each student to climb the lather of success is the major concerned. Therefore, job satisfaction is one of the basic fundamental to empowered teachers which will lead to the empowerment of the students, this in turn yielding of positive changes for the well being of the institution. Hence, keeping in view the vital goal of studies, grass root level of the survey was initiated to observe, understand and analyze. The study was conducted at Churachandpur district; a hill district in Manipur, using stratified random sampling technique six-institution were randomly selected. Finally, 90 number of respondents was chosen for data collection by using purposive sampling technique. The collected primary data were analyzed using SPSS 21.0 version. Though many studies have been conducted on job satisfaction and teacher empowerment, this field was yet to received much attention so far. Hence, the study assumes much importance for re-allocation of educational value in the society. Keywords: Empowerment, Educational value, and Job Satisfaction.

Introduction Teacher empowerment is a concept that has gradually gained momentum, growing from recent reform and school improvement efforts (Pounder, D. G. 1998). Empowerment emphasizes the critical roles of teachers in making professional decisions about teaching and learning (Rinehart & Short, 1991). Academia has drawn much attention to standardizing the educational model as the mean of basic fundamental inculcating the better academic

Case Study in Churachandpur District 239 value. Education has a role in pooling of economic competitiveness in an increasingly knowledge-driven global economy has made high-quality tertiary education more important than ever before. Higher education contributes to social and economic development through major missions: The formation of human capital; the building of knowledge base; dissemination and use of knowledge and the maintenance of knowledge(Adina-Petruţa, 2012). Taking on these entire concepts into consideration, teacher satisfaction and initiation in the workforce is the driving force behind in all actions performed and is thought to be responsible. An educator can arguably be conceived as one of the most important people responsible for shaping a national future. Effective teachers are essential for the accomplishment of an educational system. A teacher who is satisfied with their job usually have a higher degree of professional capabilities and feel that they could manage, organize and perform specific task and behavior even in case of failure (Vey L D. 2005). Teacher empowerment has been studied in relation to job satisfaction (Rinehart & Short, 1994), participation in decisionmaking (Gruber & Trickett, 1987; White, 1992), commitment (Wu & Short, 1996), conflict (Johnson & Short, 1998; Rinehart, Short, & Johnson, 1997; Short, 1994b), instructional practice and student academic achievements (Marks & Louis, 1997), and principal leadership (Blase & Blas ! e,! 1996; Johnson & Short, 1998). Previous research (Sweetland & Hoy, 2000), supports four assumptions regarding teacher empowerment: first, teacher empowerment is most effective when it is oriented to increase teacher professionalism; second, empowerment has at least two dimensions: organizational and classroom; third, empowering teachers has its greatest impact on student achievement when the emphasis is on the core technology of teaching and learning in schools; fourth, to be effective, teacher empowerment needs to be authentic (pp. 710–711). Teacher empowerment is, therefore, perceived as a crucial factor that affects school effectiveness (Wall

240 Consumer Behaviour in Rural Market & Rinehart, 1998). In the present study, we chose three variables that the literature found as related to school effectiveness: organizational commitment, PC, and OCB.

Review of literature Sumitha P. & Suma S. D. (2017) conducted a study in Coimbatore entitle as “Academic Research for Empowerment of Faculty- An Empirical study.” and determined the study into two-fold, first, Socio-Economic profile and second, Academic Research for Empowerment and assess in comparative analysis, study on record that there is significant role of research work and the faculties of academic empowerment. Further maintained that the faculties from the various arts and science college were conducting satisfactory research work which significantly impacts on promoting the educational value and capacity building of students in particulars. Zembylas. M & Papanastasion. C. E. (2005). In their study namely “Modeling teacher empowerment: The role of job satisfaction.” Modeling software AMOS 4 (Byrne, B. M. 2001. Structural equation modeling with AMOS: Basic concepts, applications, and programming) has been used as an analytical strategy to understand the role of job satisfaction and teacher empowerment. It is found that promotion, decision-making, and personal growth are all factors that significantly affect the sense of empowerment. They also comparatively shows the differences in job satisfaction and teacher empowerment. According to their study, the terms may be interrelated but they are not identical. While job satisfaction gives an indication of teachers’ well-being induced by the job, empowerment shows their keenness of power to engage in better teaching. Skaalvik E. M & Skaalvik S. (2016) have conducted a study on “Teacher Stress and Teacher Self-Efficacy as Predictors of Engagement, Emotional Exhaustion, and Motivation to Leave

Case Study in Churachandpur District 241 the Teaching Profession”. According to their SEM analysis, it is found that discipline problems, time pressure, low student motivation, conflict with colleagues, lack of supervisory support, value conflict, and student diversity are the important factors of stressors of the teaching community. They further maintain that of the seven potential factors four items like time pressure, low student motivation, lack of supervisory support, and value conflict are more potential influences as a stressor. For a reason, in school, these factors affect teachers’ motivation for teaching through different psychological processes.

Research gap Research works on teacher promotion particularly in Churachandpur district were much limited in spite of the town have numbers of private and government colleges. Teaching community has been contributed academic avenues for growth and development of social fraternity. Yet owing to their services, the real mechanism to promote the well being of the faculties, particularly to the private sector, we’re still not up to satisfactory level. For a reason, this paper critically focuses on faculties academic empowerment and conceded as:“Understanding of Teacher Needs Hierarchy: Significance of Job Satisfaction in the Higher Education of Manipur.”

Objective of the study

1. To analyze the faculty socio-economic and academic profiles in the study area.



2. To find the major factors contributing the faculty satisfaction in an organization.



3. To offer some constructive suggestions from the study.

The Hypothesis of the study

1. Null Hypothesis (H0): There is no significant impact of socioeconomic demographic (SED) on the satisfaction level of the college faculties.

242 Consumer Behaviour in Rural Market

Methodology The study was conducted on Churachandpur District second important town and most advance hill districts of the state. both the private and government colleges were selected for the study. A sample of 90 faculties at various science, arts, and commerce colleges have been selected. With the help of a stratified random sampling technique, sample area was segregated into different levels and finally using purposive sampling technique the required number of respondents were selected. Both the primary data and secondary data were collected among the selected colleges, to collect primary data, a structured questionnaire was designed and finally administer to the selected respondents. To assess the faculties satisfaction level on impact of various factors, the partial correlation coefficient test was conducted with the help of SPSS software. Secondary data were collected through connecting difference journal; magazine and others a related source of information.

Data analysis and Interpretation All the collected data are codified, tabulated and analyze accordingly, in order to fulfill the objectives of the study, the analyze are as given below: Table 1.1: Socio-Economic Profile of the Respondents, 2017 (N = 90) No of Respondents

Percentage (%)

19-30 yrs

15

16.67

31-40 yrs

42

46.67

41-50 yrs

25

27.78

Particulars

Age (in year)

Gender

Marital status

51 yrs Above

8

8.89

Male

60

68.67

Female

30

33.33

Married

65

72.22

Unmarried

25

27.77

Widow/Divorce

0

-

Case Study in Churachandpur District 243 Type of Family

Monthly income

Residential Area

Education Qualification

Additional qualification

Total

Joint family

10

11.11

Nuclear family

80

88.89

Up to Rs 15000

0

-

Rs. 15001- Rs. 25000

60

66.67

Rs. 25001- Rs. 35000

0

-

Rs. 35000- Rs. 45000

0

-

Rs. 45001- Rs. 55000

5

5.56

Rs. 55001- Above

25

27.78

Rural

5

5.56

Urban

85

94.44

Semi-Urban

0

-

PG

70

77.78

M.Phil

5

5.56

Ph.D

15

16.67

SET

5

5.56

NET

25

27.78

NET, SET

15

16.67

JRF, NET, SET

4

4.45

None

41

45.46

90

100

Source: Computed from primary data

The above table 1.1 determined the socio-economic profile of the respondents, inferred from the table it is found that 42 numbers with 46.67 percent of respondents were under the age group of 31-40 years. Which means most of the faculties are under a young age which has a lot of potential for further academic development. Majority of the faculties are male which is much surpass the number of female faculties. From the table 1.1, it also found that 65 numbers respondents with 72.22 percent are married and remaining respondents are yet to married and none of the respondents fall the categories of widow or divorce in the study area. Most of the respondents (88.89%) lived in the nuclear family.

244 Consumer Behaviour in Rural Market Analysing as per the monthly income wise, of the total 66.67 percent with 60 number of respondents monthly income were at the ranges of Rs 15001- Rs 25000. These categories fall under the private colleges. Which also a significant factor of the frequent instability of tenure of faculties and followed by 25 respondents with 27.78 percent monthly income were at the ranges of Rs 55001 and above the faculties are under in the public sector. 94.44 percent with 85 respondents reside in urban areas and only 27.78 percent (e.i., 25 respondents) live in a rural area. The above table also determined the educational qualification of the faculties. It is found that 77.78 percent with 70 numbers of the respondent’s qualification was only up to post-graduation and followed by 16.67 percent e.i., 15 number of respondents have the highest qualification up to doctorate degree and only 5.56 percent of the respondents have Master of Philosophy qualification. 27.78 percent with 25 number of respondents qualify NET, only 16.67 percent qualify both NET and SET, 5.56 percent of the respondents have only SET and remaining 4.45 respondents qualify all the above eligibility certificate like JRF, NET & SET. However, 45.46 percent with 41 number of respondents do not qualify above all eligibility certificate found similar studies with (Chiru, P.R, 2018g). Table 1.2 (A): Academic Profile of the Faculties, 2017 (N = 90) No. of respondents

Percentage (%)

Yes

10

11.11

No

80

88.89

Up to 5 hrs

10

11.11

6-10 hrs

0

-

Particulars Involvement of department in research work Time spent in research work in a week

11-15 hrs

0

-

No time

80

88.89

Case Study in Churachandpur District 245 Funded project Undertaken research work

Funding Agents

Amounts

Total

Yes

10

11.11

No

80

88.89

Minor project

10

11.89

Major project

0

-

UGC

4

4.44

ICSSR

6

6.67

DST

0

-

DBT

0

-

Others

0

-

Up to Rs. 200000

0

-

Rs 200001- Rs 300000

10

11.11

Rs.300001- Rs 400000

0

-

Rs.400001- Rs 500000

0

-

Rs 500000- above

0

-

90

100

Source: Computed from Primary data

The table 1.2 showcase the academic profile of the respondents, there are altogether 90 respondents, out of which, 88.89 percent with 80 respondents were not involved in research related work, and remaining respondents were involved in research related work in an organization. It is found that only 11.11 percent of the respondents were spent around 5 hrs in a week for research related work and none of the remaining respondents spent time on research related work. All the research works are under the several organizations financial assistant. However, the private faculties are not interested in involved in research related work since the provision on the selection of funded project are much preferred to government faculties. Therefore, private colleges faculties were much behind in the scenario which also resulted in a factor of slowing down the academic empowerment in particular to higher education.

246 Consumer Behaviour in Rural Market Analysis as per features of research work, only 11.111 percent of the respondents were working with the funded project, the amount of project was at the ranges of Rs 300000 which falls under the minor project (as per UGC norms, 2017). It also found that 6.67 percent of the total research project was funded by ICSSR and remaining i.e.,4.44 percent was funded by the UGC. Table 1.3: The Benefits/ Facilities Available in an Organisation, 2017 (N = 90) Particulars/ Facilities Competitive remuneration Quarter/ HR PF & other facilities Loan facilities Total

No. of Respondents

Percentage (%)

Yes

30

33.33

No

60

66.67

Yes

38

42.22

No

52

57.78

Yes

70

77.78

No

20

22.22

Yes

76

84.44

No

14

15.56

90

100

Source: Primary data

The above table 1.3 determined the facilities available in an institution since the respondents were selected from both the government and private institution, the benefits and perk are also kept equal provision. Considering the significant role in the impact of faculties satisfaction level in an organization. Out of the total, 66.67 percent of the respondents did not satisfy the present payroll system in the organization, this categories are from the private institution and followed by 33.33 percent with 30 number of respondents were happy with the present payroll which much sufficient. From the above table, it is found that 52 number of respondents with 57.78 percent were not availed of HR or quarter

Case Study in Churachandpur District 247 facilities in the institution and the remaining respondents were avail the facilities. 77.78 percent with 70 numbers of respondents were provided provident fund and life insurance policy and only 22.22 percent with 20 respondents were not provided with any facilities. It also found that some of the private institutions were conscious of facilities like Provident Fund, Life Insurance policy, and other benefits. Which has been learned or experience on cost value relation in an organization? Analysis as per loan facilities, 84.44 percent with 76 number of respondents were provided loan facilities, the private institution was also played a significant role in promoting the financial health of faculties. The institution provides avenues for a capital formation like a loan, tender, chit fund etc., 15.56 percent with 14 respondents were not availed of any facilities Table 1.2 (B): Academic profile of the Faculties, 2017 (N = 90) Particulars

No. of Respondents

Percentage (%)

0

-

1-5 times Training

Orientation

Seminar

Conference

Article Publication

6-Above

0

-

No

90

100

1-5 times

6

6.67

6-Above

0

-

No

84

93.33

1-5 times

10

11.11

6-Above

0

-

No

80

88.89

1-5 times

5

5.56

6-Above

0

-

No

85

94.44

1 - 5 Papers

4

4.44

6-Above paper

0

-

No

86

95.56

248 Consumer Behaviour in Rural Market

Book Publication

1 - 5 papers

0

-

6- Above paper

0

-

No

90

100

90

100

Total

Source: Computed from Primary Data

The table 1.2 (B) determined that none of the faculties e.i., cent percent participate in any training programme related to academic empowerment. 6.67 percent with 6 number of respondents participated in an orientation programme conducted by both private and public sector and the remaining respondents were not interested to participate. It also found that only 11.11 percent respondents participated 1- 5 times of both national and state level seminar and 89.89 percent of respondents none of them were partaking in any level of seminars. Only 5.56 percent of the faculties were attended both national and state level conference at the ranges of 1- 5 times. The table shows that 4.44 percent of the faculties have paper publication up to 5 papers and none of the remaining faculties have any paper publication, and so far none of the faculties have any book publication. To conclude, the academic empowerment with regards to research, publication, and training of faculties in the study area was very minimal. Therefore, the faculties have a larger challenge in this field. Table 1. 4: Partial Correlation between Variables Orientation

Orientation

Research

Publication

Training

-

-

-

-

Research

0.42 (0.00)

-

-

-

Publication

0.62 (0.00)

0.63 (0.00)

-

-

Training

0.51 (0.00)

0.54 (0.00)

0.54 (0.00)

-

Source: From primary data

Case Study in Churachandpur District 249 Age, gender, education, marital status, type of family, salary, other facilities and residential area were controlled The above table 1.4 shows the relationship between orientation, research, publication, training of the respondents. It determined that orientation have a moderate positive relationship with the research (X2 = 0.42, P = 0.00), followed by strong positive relationship with publication (X2 = 0.62, P = 0.00), and good positive relationship with training (X2 = 0.51, P = 0.00). The table also showcase the relationship between research and publication and training. Research have a strong positive relationship with publication (X2 = 0.62, P = 0.00 ) and good relationship with training as the calculated value shows (X2 = 0.54, P = 0.00) and lastly publication also shows a good positive relationship with training (X2 = 0.54, P = 0.00).

Findings

1. It is found that 46.67 percent of faculties are at the ages group of 31-40 years and maximum is male faculties.



2. From the study, it shows that 66.67 percent faculty monthly income is at the range of Rs. 15001- Rs. 25000. Lessen of salary also significant factors of dissatisfaction of faculties and leads to instability of tenure.



3. It reveals that 77.78 percent faculty have the highest qualification of Post Graduation and only 45.46 percent of faculties qualify NET & SET. Which mean the education qualification of faculties to embarrass the present academic environment



4. It is found that 88.89 percent faculties are not involved in research work and only 11.11 percent of faculty conduct research work but spent only 1 - 5 hours in a week. It is also found that all the research work is an underfunded

250 Consumer Behaviour in Rural Market project of ICSSR and UGC and entire projects are a minor project.

6. It is found that 57.78 percent faculties are provided HR and quarter facilities and 77.78 percent were provided PF and life insurance policy, and 84.44 percent faculties enjoyed loan facility. Which mean higher of the facilities the higher of faculties satisfaction level.



7. None of the faculties participate in any training programme which discourages the academic development and only 6.67 percent of faculties participate around 5 times orientation programme.



8. Only 11.11 percent of faculties attend 1-5 times of both national and state level seminar and followed by 5.56 percent faculties participate 1 - 5 time both national and state conference.



9. It is found that 4.44 faculties have paper publication and none of the faculties yet to have book publication.

10. It shows that correlation between orientation with research is calculated as X2 = 0.42, P = 0.00 which means moderate positive relation; orientation with publication shows strong positive relation e.i., X2 = 0.62, P = 0.00 and there is good positive correlation between orientation and training (X2 = 0.51, P = 0.00).

11. There is strong positive relation between research with publication e.i., X2 = 0.62, P = 0.00; research with training shows X2 = 0.54, P = 0.00, and good positive relation of training with publication (X2 = 0.54, P = 0.00).

Conclusion A private institution may enhance with various documents and policies for the promotion of educational values, yet the selfreliance of human assets in an organization shows a larger scope of

Case Study in Churachandpur District 251 the teaching-learning process. Competitive remuneration, HR, PF and other facilities provided to the faculties have a significant role in academic empowerment. On the other hand, the faculties from both private and public sector are neglected in research, Training, Publication, Seminar, Conference etc., which is significant factors of deteriorating educational value in present trend. Re-reading of present educational value and equating pathway for each student to climb the lather of success is the major concerned. Therefore, job satisfaction is one of the basic fundamental to empowered teachers which will lead to the empowerment of the students, this in turn yielding of positive changes for the well being of the institution. There is also similar finding with (Zembylas. M & Papanastasion. C. E. 2005) teachers who were very satisfied with their opportunities for promotion ended up having lower empowerment compared to the teachers who were not as satisfied with their opportunities for promotion.



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Index A

148, 186, 187, 188, 191, 192, 211

Accenture Research 195 Adina-Petruţa 239 Adulterated Products 177, 179, 191

157, 175, 176,

Advertising 91, 196, 197, 201, 208 Advertising Strategy for the Rural Consumers 91 Affluent Groups 87

123, 132, 143, 187,

125, 133, 144, 188,

Bank Loan 90 Bengali 41 Bhalla & Singh 85 Bihari 41, 104, 188

Agricultural Production 43 Agriculture 37, 40, 42, 43, 44, 68, 70, 75, 80, 84, 86, 89, 106 A.K. Sinha 29 India Radio (Lamka) 25

50, 130, 139, 186,

Bharatiya Janata Party 126

Age Group Composition 63

All

Bandhs and Blockades 126, 127, 128, 129, 134, 135, 136, 137, 145, 146, 147, 148, 192, 211

Churachandpur

Bishenpur District 104 Blase & Blas 239 BPCL 46, 47 Businessmen Awareness 204, 205 Business Orientation 3

Anderson J. A. 78

Buyer Behavior 17, 19, 20

Animal Husbandry 32

Buying Behavior 12, 17, 18, 61, 65, 66, 89, 94, 96, 148, 150, 171, 192

ANOVA 221 Artificial Scarcity Commodity 189

of

Essential

Buying Decisions 77 C

Arunachal Pradesh 63, 92, 93

Census of India 84

Assam 22, 45, 46, 62, 92, 93, 100, 224

Challenges in Rural Market 73

ATF (aviation turbine fuel) 46

Chaudhary 1

Attitude Formation Process 16

Cheaper Logistics 73 Cheiraoba Festival 30

B Backward Regions Grant Program (BRGF) 23

Fund

Bandhpur 127 Bandhs 50, 122, 123, 125, 126, 127, 128, 129, 130, 132, 133, 134, 135, 136, 137, 139, 143, 144, 145, 146, 147,

Chiru P. R 102 Christianity 29, 41, 42 Churachandpur District 22, 23, 25, 26, 28, 29, 36, 39, 40, 41, 42, 43, 105, 123, 130, 134, 152, 175, 180, 185, 186, 190, 200, 210, 211, 212, 214, 224, 226, 235, 238, 241

268 Consumer Behaviour in Rural Market Churachandpur Valley 26

Consumers’ Consumption Pattern 113

Churachand Singh 23, 225

Consumers Participation in Consumer Awareness Programmes 164

Climatic Condition 36 Commodities 51, 96, 97, 98, 99, 101, 102, 109, 111, 115, 118, 119, 122, 123, 125, 128, 130, 132, 133, 134, 135, 136, 137, 138, 139, 140, 141, 143, 145, 146, 147, 148, 149, 169, 170, 171, 173, 174, 180, 184, 185, 187, 188, 189, 190, 191, 192, 194

Consumers Requirement 116

Competition 4, 14, 38, 70, 71, 81, 153

Cultivation 23, 26, 31, 32, 43, 44, 225

Consumer Behaviour 1, 2, 3, 7, 14, 15, 16, 67, 86

Cultural Factors 77

Consumer Buying Behaviour 96 Consumer Decision Making 8

Consumers Rights 155, 184 Consumption Level 96, 119, 120, 121, 122, 123, 134, 135 Conventional Telephone Adalats 58 Credit Facility 77

Customer Value 7, 14, 15 D

Consumer Education 52, 156

Dal 103, 104, 106, 107, 110, 111, 112, 114, 117, 119, 120, 190

Consumer Ignorance 152

Damkam 211, 216

Consumer Involvement 5

David 2, 3, 5, 17

Consumer Learning Process 16

David L. L 3, 5, 17

Consumer Movement 49, 51, 152

decision making 8, 10, 65, 198

Consumer Profile 45

Decision Making 7, 8, 10, 65, 198

Consumer Protection 152, 153

Della A. L C 3, 5

Consumer Protection Act 1986 51, 57, 154

Demand for Goods 73

Consumer Research 16

Demography 23, 40, 226

Consumers 1, 2, 3, 4, 5, 6, 7, 8, 9, 11, 12, 13, 14, 15, 16, 17, 18, 49, 51, 52, 53, 55, 58, 59, 60, 63, 65, 66, 67, 68, 69, 71, 72, 73, 74, 75, 77, 78, 79, 84, 85, 86, 87, 88, 89, 90, 91, 93, 94, 97, 98, 99, 100, 101, 102, 104, 105, 106, 107, 108, 109, 111, 113, 115, 116, 117, 118, 119, 120, 121, 122, 123, 125, 127, 128, 129, 130, 132, 133, 134, 135, 136, 137, 138, 139, 140, 144, 145, 146, 147, 148, 149, 150, 151, 152, 153, 154, 155, 156, 157, 158, 160, 161, 162, 163, 164, 165, 166, 167, 168, 169, 170, 171, 172, 173, 174, 175, 176, 177, 178, 179, 180, 181, 185, 189, 190, 191, 192, 195, 196, 198, 199, 200, 202, 203, 205, 210, 211 Consumers’ Club 50

Demographic Profile 92, 160, 194 Density of Customer 62 Development Profile of Manipur 22, 25, 26, 45, 225 Difficulty in Distribution 74 Discipline of Consumer Behaviour 3 Distribution of Product 90 Distributor 74 District Council 29, 37, 214 District Forum 59, 154, 177 Donald & Del 1, 8 E Economic Activities 71 Economic Blockades 122, 130, 133, 135 Economists 16, 17, 214 Effective Distribution 18, 74

Index 269 Effective Distribution Network 18

heterogeneity 66, 74, 216

Efficient Communication 73

Heterogeneous Markets 74

Electricity 32

Hill Area Committee 188

Essential Commodities 96, 97, 98, 99, 101, 102, 109, 111, 115, 118, 119, 122, 125, 128, 130, 132, 133, 134, 135, 136, 137, 138, 139, 140, 141, 143, 145, 146, 147, 148, 149, 169, 170, 171, 173, 174, 180, 184, 185, 187, 189, 190, 191, 192, 194

Hmar 23, 24, 25, 29, 40, 212, 225

Evaluation of Alternatives 11

Impact of Bandhs and Blockades 125

F FMCG 66, 76, 79, 81, 83, 91 Forest-based Industry 212 Forest-based Resources 211 Future Marketer 9 Fuwape J. A 215

Homogeneous 15, 18, 87, 214 Household Requirement 96, 97, 98 Human Behavior 9, 10 I Imphal 23, 25, 27, 33, 35, 36, 46, 47, 48, 50, 163, 191, 210, 225, 226 Imphal River 33 Inadequate Media Coverage 76 Indian Oil Corporation Ltd (IOCL) 25 Indicus Analytics 84 Information Search 10

Fuyane B. F 226 G Gangte 23, 24, 25, 29, 40, 212, 225 Gan-Ngai Festival 30 Globalization 78 Government 2, 16, 24, 43, 46, 51, 55, 72, 75, 79, 80, 81, 84, 127, 128, 143, 155, 156, 177, 178, 186, 187, 214, 215, 235, 237, 241, 242, 245, 246

Infrastructure 28, 33, 69, 73, 75, 79, 80, 98, 170, 176, 211, 213 International Organization Consumer Union (IOCU) 52 IPATHOUKOK 126 J Jhum 26, 43, 44 Johnson & Short 239 K

Government Decision Making 16 Government Intervention 154, 237

Kanukm L.L 7, 8

Government of India 75, 84, 155

Kataria A 10, 12

Government Policy 72

Kataria P 10, 12

Green Revolution 85

Khuga Dam 28

Gruber & Trickett 239

Khuga Valley 26, 31

Guite Road 35

Kisaan Credit Cards 81 H

Haats 82, 83, 91 Habitual Buying Behavior 13 Henlep Block 101, 105, 123, 129, 130, 132, 134, 137, 160, 161, 166, 168, 170, 173, 174, 176, 180 Henry Ford 3

of

Krishnan. L. R. 214 Kukis 22, 26, 212, 224 Kumar S R. 7 Kut Festival 30 L Lamka 22, 23, 25, 26, 27, 28, 29, 35, 36,

270 Consumer Behaviour in Rural Market 39, 163, 203, 225

Mass Reach 196

Language Barrier 76

Meiteis 23, 24, 26, 225

Literacy 24, 40, 88

Melas 90, 91

Literacy Level 75, 84

Middle Class 72, 86, 87, 88

Local Brands 69, 71

Ministry of Panchayati Raj 23, 225

Loktak Hydro Electric Project 32, 33

Mizoram 22, 25, 45, 63, 92, 93, 100, 128, 149, 192, 224

Loktak Lake 98 Lower Purchasing Power 88 Lower Standard of Living 69 LPG 25, 46, 47, 48 M

MNCs 76 Mohendro N 50 Muslim 41, 188 Myanmar 22, 35, 37, 38, 40, 45, 100, 125, 143, 191, 202, 224

Maharaja Churachand 27 Majumder R 63, 66 Manipur 22, 23, 24, 25, 26, 27, 29, 31, 33, 34, 36, 37, 38, 39, 40, 45, 46, 47, 48, 49, 50, 51, 52, 54, 56, 57, 59, 63, 92, 93, 123, 125, 126, 127, 130, 133, 134, 143, 152, 163, 187, 190, 201, 203, 212, 216, 224, 225, 238, 241

N Nabaghan Ojha 214 NACER 65 Nagaland 45, 63, 92, 93, 100 Nagas 22, 26, 212, 224 Narus J. A 78

Marketer 4, 7, 9, 10, 11, 12, 13, 15, 62, 70, 72, 73, 74, 78, 84, 88, 89, 90, 91, 95

National Commission 154, 178

Marketing 4, 14, 16, 20, 66, 67, 68, 70, 74, 81, 194

Need Recognition 10

Marketing Communications 20

Neihsial 23, 26, 27, 28, 29, 44, 225

Marketing Concept 3, 7 Marketing Environment 70, 72, 85, 200 Marketing Implication 14 Marketing Managers 14 Marketing Research 16 Marketing Strategy 14 Market Risk 85 Markets 7, 18, 68, 69, 70, 71, 73, 74, 75, 76, 78, 79, 80, 81, 82, 83, 84, 85, 86, 87, 90, 95, 97, 98, 99, 102, 108, 133, 174, 191, 195, 201, 212, 216, 219 Market Segmentation 15 Marks & Louis 239 Marshallian Model 16 Marshlands 26 Maruti Suzuki 91

National Council for Applied Economic Research (NCAER) 86 Neelamegham S 70, 82, 86, 90 Nengzachin 27 Nepal 40, 226 Nepalese 24 Nonlocal Businessmen 192, 193, 194 Non-Profit and Societal Marketing 16 North-Eastern India 33 NRL 46, 47 O Old Market 205, 207, 209 Opportunities in Rural Markets 78 P Packaging and Pricing 76 Paite 23, 24, 25, 40, 212, 225 Panchayat 88, 89, 214

Index 271 Papanastasion. C. E. 240, 251

Rural Demand 79

Parbung Block 101, 106, 108, 129, 132, 137, 160, 161, 166, 168, 170, 173, 174, 180

Rural Development 80, 87

Pavlovian Model 18 PDA 4 Personal Selling 197 Petroleum Products 25, 46 POL 25, 45, 46, 47, 48, 49, 125, 143 Policy-making 16, 156 Political Framework 72 Poor Management 28 Population Density 23, 45, 60, 74, 84, 226 Post Purchase Reaction 12 Variation during Blockades 135

Rural Infrastructure 79, 80 Rural Market 65, 66, 68, 70, 74, 76, 78, 82, 89, 91, 92, 96, 98, 99, 104, 106, 107, 108, 109, 111, 113, 117, 121, 122, 123, 127, 128, 129, 130, 132, 133, 135, 136, 137, 138, 140, 145, 146, 147, 148, 149, 150, 152, 167, 169, 171, 175, 176, 177, 179, 180, 185, 187, 188, 189, 191, 192, 194, 195, 200, 201, 202, 203, 204, 205, 206, 207, 208, 209, 212, 213, 216 Rural Marketing 67, 68, 71, 72, 75, 77, 78, 85, 88, 89 Rural Marketing Environment 70

Price Sensitive 90 Price

Rural India 80, 83, 84, 86

Economic

Pricing 72, 76, 108, 136, 172, 173, 188, 190, 192, 193, 194 Pricing System 190 Product Features 20 Production Concept 3, 4 Product Positioning 15 Product Promotion 203 Psychoanalytical Model 20 Psychological Factors 8 Publicity 196, 199, 201 Purchase Decision 11 Purchase Decisions 1, 16 R Rainfall 36, 44

Rural Market Size 91 Rural People 68, 72, 76, 77, 78, 79, 81, 88 Rural Segment 73 S Safe Drinking Water 49 Sales Promotion 198 Samulamlam Block 98, 168 Samulamlan Block 98, 101, 106, 123, 128, 130, 132, 134, 137, 160, 161, 166, 168, 170, 173, 174, 176, 177, 180 Schiffman L.G 7, 8 Seasonal Demand 70 Seasonal Demand of products 75 Senapati District 22, 224 Serto 125

Ramkishen Y 74

Service Sector in District 237

Remote Villages 75

Seshananda S 226

Rinehart & Short 238, 239

Shaw. J. D. 215

Rural Audience 78

Shivani M 10, 12

Rural Consumer 65, 66, 69, 71, 78, 79, 86, 87, 89, 90, 91, 123, 130, 132, 135, 171, 195

Shiva-Sena 126

Rural Culture 94

Churachandpur

SIDO 33 Simte 23, 24, 25, 40, 212, 225

272 Consumer Behaviour in Rural Market Singh A M. 125

170, 173, 174, 177, 180

Singhat Block 101, 102, 106, 107, 108, 123, 129, 130, 132, 134, 137, 140, 160, 161, 166, 168, 173, 174, 180 Sino-Tibetan 25 Skaalvik E. M 240

The McKinsey report (2007) 82 The Method of Cultivation 43 The

World Health (WHO) 56

Organization

Tibeto-Burman 23, 40, 212, 225

Skaalvik S. 240

Tipaimukh Road 35

Social Changes 71 Social Responsibilities 153 Socio-cultural Factors 18 Socio-Economic Demographic 22 Sociological Model 20 Songpi 27, 28 South-East Asia Corridor 143 Spurious Brands 69 S-R Model 19 State Commission 154, 178 Statistical Analysis 140, 184 sub-district Markets 98 Sugnu Road 35

Traditional Media 91 Transport Systems 73 U UGC 245, 246, 250 United Nation Charter of Human Right 52 Unorganized Consumers 152 Urban Customers 94 Urbanization 82, 235 Urban Markets 69, 74, 76, 78, 79, 81, 85 Urban Planning 28 Urban Production Centers 75 V

Suman K P 226 Suma S. D. 240

Vaiphei 23, 24, 25, 40, 212, 225

Sumitha P. 240

Vangai Range 36

Supreme Court 126, 178

Vey L D. 239

Sweetland & Hoy 239

Village Households 85 W

T Tandon 1

Walter and Paul 2

Tedim Road 35

Warehousing 78

Telecom Services in Manipur 56

Wholesaler 74

Telephone Services 58

Wu & Short 239

Television 76, 77, 79, 163 Terraced Cultivation 31 Thadou 23, 24, 25, 40, 212, 225 Thanlon Block 101, 107, 129, 130, 132, 136, 137, 160, 161, 162, 166, 168,

Z Zembylas. M 240, 251 Zou 23, 24, 25, 40, 212, 225