How does the pricing of a product play a crucial role in rural markets?
India is a price sensitive market, be it urban or rural villages. In India, customers have always based their buying decisions on the quality and service support of a brand along with high value proposition for the price being paid. Tata Sky, as an organisation, is built on these two very important pillars- High value proposition and excellent service quality. Hence, pricing at Tata Sky is based on customer needs.
Do you think rural consumers pay more respect to traditions and customs, which are the main hurdles for marketers in convincing consumers?
A majority of the Indian population is driven by emotions. Traditions and customs have always played a significant part in the purchase and preference decision for a consumer. Historically, product communication revolves around traditional and festive occasions in the life of Indians to draw affinity towards the brand. Though urban India is waking up to global brands and their marketing campaigns, rural India is still rooted in traditions and customs, making it imperative to find an emotional-connect with this target group. At Tata Sky, our customized campaigns, ‘Poochne mein kya jata hai’ and ‘Samosa aur wada pav se kam’ ,targeting tier II and III markets, gave fruitful results.
How does family play a key role in buying decisions in rural India?
For decades, buying decisions in rural India had always been the responsibility or call of the man of the house. However, with education, awareness and contribution by the other members to the household income, others also have a say in certain decisions. Today, not only household purchases, even the choice of vehicle, colour of the walls, which channels to subscribe to are influenced by family members. Tata Sky was hence the first DTH player in India to give the power to customers to choose their desired channels on a-la-carte basis instead of purchasing a set package. Increasing penetration of television has played a crucial role in this. With the reach of television percolating far and wide across the country, every member of the family is developing opinions and can voice his or her preferences. With the phase III of digitization targeted at the rural markets, this trend is set to continue.