Jai Ganv ni Jan vai Ganvak Pata Batu ni Puchhan: Relevant Market Research lesson from Himalayan Garhwali Proverb
(Scope of Marketing Management lessons in Garhwali Proverbs)
(A Research Review on Garhwali, Kumaoni, Hardwar Folk Literature)
Successful Management Lessons in Garhwali-Kumaoni Folk Proverbs -11
Management Lessons in Garhwali –Kumaoni Folk Literature part -32
By: Bhishma Kukreti (Yogic Ways of Marketing Management Expert)
The literal meaning of Garhwali proverb ‘Jai Ganv ni Jan vai Ganvak Pata Batu ni Puchhan’ is not to ask the address of that village where you would not visit. The said Himalayan, Garhwali proverb is useful message for upcoming Market Research Managers and Marketing Managers.
The market research should be relevant to the organization.
For example, Lakhani is as low income group footwear brand. Lakhani brand should never waste their money on researching ultra premium or premium consumer behaviors as the behaviors of Amitabh Bacchan, Ambani etc.
The prospect mining in market research and in selling also advise that don’t waste your time in that place where you don’t have your focus market.
Another example, Uttarakhnd Kranti Dal is a local political party of Uttarakhand state of India. Uttarakhand Kranti Dal should not send their market research team to know about political affiliations of Kerala voters.
Main Aspects of Market Research
In market research the following types of market research is followed-
Target Market – Product Demand, Market Size, Sales, Customer behaviors, buying behaviors, Content or satisfaction level
Product Development- Brand name, Brand preferences, brand awareness, brand positioning, packaging and packaging protection, image making factors, trends etc
Distribution- Physical distribution system, Major points of interest of whole Sellers and Retailers
Pricing – Price elasticity, discount options and customer behaviors in terms of pricing
External factors- Competition, legal and local rules and culture
Now, the marketer should focus on a particular aspect of market, customers, distribution segment. Too much data always confuse for market strategy decision.
The marketers should go affordable market research.
Many times, the market research also becomes part of promotion. For example, today on 17th December, 2013 , a local political party of Delhi Aam Admi Parti decided that they will distribute twenty five lacks pamphlets to people of Delhi to know whether Am Admi Parti should form a government with the help of Indian Congress party or not. The pamphlets are also source of publicity too.
Therefore, the marketers should focus on the subject of market research that is relevant for the organization.
Copyright @ Bhishma Kukreti bckukreti@gmail.com 17/12/2013
Notes on Management Lessons in Garhwali –Kumaoni –Haridwar Folk Literature to be continued….
Management Lessons in Garhwali-Kumaon Folktales, Folk Stories, traditional Narratives, Community stories to be continued …
Research Review of Garhwali-Kumaoni Literature to be continued….
References
1-Bhishma Kukreti, 1984, Garhwal Ki Lok Kathayen, Binsar Prakashan, Lodhi Colony, Delhi 110003
2-Anil Dabral, 2007, Garhwali Gadya Parampara,
3- Bhishma Kukreti, 2003, Salan Biten Lok Kathayen, Rant Raibar, Dehradun
4- Bhishma Kukreti, October 2007, Gadhwali Lok kathaon ma Prabandh Shastra ki suchna, Chitthi Patrika (Lok Ktha Visheshank), Dehradun
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