MARKETING RESEARCH IN INDIA

 Despite increase in marketing research India, there are some inherent constraints in its use.

Constraints in Using Marketing Research in India  Heterogeneity of the country with the vast geographical area  Non-availability of relevant secondary data.  Firms believe that marketing research is too expensive  Relationship between the researcher and management may also act as a constraint  Firms think that it is not necessary

Outsourcing MR Activity In this MR is going to have a major opportunity. It has been estimated that the global MR industry is likely to sponsor 10 to 15% of its business (abt $ 20 billion) to markets like India. Some foreign experts too say that Indian researcher are good as their own. At the same time as far as research costs concerned, these are much less in India compared to several advanced countries. As a result, some companies have set up their offshore research activity in India.

Serious Thinking on the Present State of MR Industry  How MR industry gradually emerging from problem-focused to solution- focused one.  Why MR agencies lack leadership today  How to ensure that companies raise their expenditure on MR.  Discussion about the poor remuneration for the MR agencies.

DEFICIENCES IN RESEARCH ACTIVITIES IN INDIA  Not satisfied with the quality of research  Poor field work  No permanent field staff  Structured questionnaires cannot used  Needed more basic research  Multiplicity of languages  Resort to small samples  Advertising agencies spend very little on Marketing Research  Non traditional sectors are neglected

ISSUES IN MARKETING RESEARCH  Lack of transparency  Seen as a separate activity  Allocation of budget to marketing research activity  More confined to the urban market  Not contextual familiarity with the projects  No adequate attention to the study of consumer behavior.

FUTURE OUTLOOK  Liberalization of economic policies of the Government  Increase in competition  Reduced dependence on agriculture by rural areas  Increased share of retail market  Availability of qualified manpower and low operational cost  Urbanization of rural areas

THANKS