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    Thompson Rural Market Index MAIN

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    Arunjeet Singh Rainu
    Hindustan Thompson Associates developed the Thompson Rural Market Index in 1986 based on 26 variables related to districts' areas, demographics, occupations, agriculture, rural electrification, and commercial banks. The index uses statistical analysis of 10 agricultural variables to classify 383 districts into 5 categories (A to E) based on their market potential. The index is primarily used to segment rural markets and develop marketing strategies for agricultural and consumer goods.

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    Thompson Rural Market Index MAIN

    Uploaded by

    Arunjeet Singh Rainu
    6K views8 pages
    Hindustan Thompson Associates developed the Thompson Rural Market Index in 1986 based on 26 variables related to districts' areas, demographics, occupations, agriculture, rural electrification, and commercial banks. The index uses statistical analysis of 10 agricultural variables to classify 383 districts into 5 categories (A to E) based on their market potential. The index is primarily used to segment rural markets and develop marketing strategies for agricultural and consumer goods.

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    Thompson index of rural marketing

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    Hindustan Thompson Associates developed the Thompson Rural Market Index in 1986 based on 26 variables related to districts' areas, demographics, occupations, agriculture, rural electrification, and commercial banks. The index uses statistical analysis of 10 agricultural variables to classify 383 districts into 5 categories (A to E) based on their market potential. The index is primarily used to segment rural markets and develop marketing strategies for agricultural and consumer goods.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    6K views8 pages

    Thompson Rural Market Index MAIN

    Uploaded by

    Arunjeet Singh Rainu
    Hindustan Thompson Associates developed the Thompson Rural Market Index in 1986 based on 26 variables related to districts' areas, demographics, occupations, agriculture, rural electrification, and commercial banks. The index uses statistical analysis of 10 agricultural variables to classify 383 districts into 5 categories (A to E) based on their market potential. The index is primarily used to segment rural markets and develop marketing strategies for agricultural and consumer goods.

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    © All Rights Reserved
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    THOMPSON RURAL

    MARKET INDEX

    Dr. Bhupinder P S Chahal

    Thompson rural market


    index

    A successful attempt in the direction of assessing the


    potential of rural markets has been made by Hindustan
    Thompson Associates limited.
    They made the first attempt in 1972. since most of the
    data are available at district level, they collected these
    data for 334 districts. They identified 11 factors and
    assigned a weightage to each other. However, this was
    not considered to be satisfactory approach.
    Hence another attempt was made in the year 1986.
    During the second attempt, they considered 26 factors
    for constructing the rural marketing index, in this
    attempt they considered 383 districts.

    Hindustan Thompson Associates


    have developed the Thompson rural
    market index based on 26
    variables , including area of the
    concerned district , demographic
    pattern occupational pattern ,
    agriculture related data , rural
    electrification data and commercial
    bank data .
    The index is majorly used in
    segmentation of the rural market.

    Indicators considered for rural market


    index

    Area of the district in sq km

    Demographics
    Population
    Males
    Females
    Density per sq km
    Number of villages
    Percentage distribution of villages
    Literate rural numbers
    Percentage of literacy
    Literate : males
    Literate : females

    Occupational pattern
    Cultivators
    Agricultural laborers
    Non Agricultural laborers

    Indicators considered for rural market


    index

    Agricultural related data


    Gross cropped area in hectares
    Gross irrigated area in hectares
    Area under non food crops in hectares
    Average size of operational holdings in hectares

    Agricultural inputs data


    Pump sets and tube wells
    Fertilizer consumption in metric tonnes
    Number of tractors

    Rural electrification data


    Percentage of villages electrified

    Commercial banks data :


    Number of rural branches
    Deposits in lakh of rupees
    Advances in lakh of rupees

    Thompson rural market


    index

    After collecting the data, statistical correlation analysis was


    conducted with 10 selected variables related to agriculture.
    Following are those variables.
    1. Agricultural labourers
    2. Gross cropped area
    3. Gross irrigated area
    4. Area under non-food crops
    5. Pump sets
    6. Fertilizer consumption
    7. Tractors
    8. Rural credit
    9. Rural deposit
    10.Villages Electrified

    Thompson rural market


    index

    Based on the statistical analysis the


    districts have been classified as A B C D
    and
    markets.
    ClassE
    ofclass
    Index
    Range
    No. of
    Percentage of
    Markets

    A
    B
    C
    D

    60 TO
    100
    40 TO
    59.9
    30 TO
    39.9
    20 TO
    29.9

    Districts

    Market

    22

    17.80

    39

    20.50

    54

    20.40

    86

    23.00

    Thompson rural market


    index

    INDEX says that:


    40% of the districts have high potential
    (A&B)
    20% of the districts have medium
    potential (C)
    40% of the districts need more time to
    develop(D&E)
    This Index can be used for evolving
    strategies for marketing agricultural
    inputs and consumable and durable
    items.

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