Policies and Practices of Hindustan Unilever Limited In Rural Areas With Special Reference to Vindhyachal Mandal

Abstract

This chapter is exclusively devoted to lay down the basic objects scope of the present study and to prescribe the limits within which this research is intended to carry out. It also lays down the main ingredients of the methodological framework within which the observed facts are tried to be fitted for their systematic and scientific study. Briefly, stated a modern research is scientific in character irrespective of the fact whether it is conducted in the field of natural sciences, like physics or chemistry, or it is conducted in the field of social science like sociology, economics, commerce or management. Whatever may be the field of the research; the researcher is expected to observe the same self-restraint in developing and producing his ideas in a systematic manner through the use of scientific methods, as a scientist is expected to do in his research laboratory.Rural consumers are fundamentally different from their urban counterpart socially, psychologically, physiologically and literally paring a combination of attractions and distractions to the marketers. In the recent past rural market has been witnessing sea changes, particularly in the standard of the living and life styles. At present the consumers are more dynamic, their taste, needs are changing and they are now looking for product differentiation, convincing offers which can match their requirements well. They have certain expectation from branded items in terms of its quality, price, packaging, promotion and the availability of the products. This suggests that the status of rural marketing needs to be understood in the view of social dynamism and various economic and operational gap theories. Thus, appropriate policy for rural market must be planned in terms of 4 Ps , which may be helpful to the markets to overcome the challenges of the rural market more efficiently. newlineAs the rural marketing have become the latest marketing mantras for most of the FMCG companies. The reason is its vastness with unlimited opportunities and waiting to be tapped.