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- IIM Indore will organise a rural marketing festival called ‘Utsaha’ with an objective to help companies like Nestle and Policy Bazaar analyse the buying behaviour of rural and urban consumers.
- Students get guidance from faculty and industry experts.
Indian Institute of Management, Indore (IIM-I) will organise ‘Utsaha 2017’, a rural marketing festival during the ‘Karthika Purnima Mela’. Students of IIM Indore will get a sneak peek into urban minds with this initiative.
As per trend, IIM Indore students organise the festival every year at Janapv Kutti village, which is over 50 kilometres from Indore. ‘Utsaha’ is conducted during the Karthika Purnima Mela to connect with a diverse mix of rural segments.The motive behind the event is to understand and analyse the buying behaviour of rural consumers on the basis of which observations will be made by the students through market research projects from Small and Middle Enterprises (SMEs), government, corporates and institutes.
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With an objective to attract the crowd and increase the interest levels so that they take part in the research survey, students of IIM Indore organise crowd-pulling events such as identifying face and cards of the house and magic show. Even though these events and games look interesting and fun in appearance, they capture the true preferences and behaviour of the consumers in reality.
IIM Indore students get complete guidance from faculty members and industry experts so that the event can turn out to be a huge success in terms of its objectives of procuring data for market research analysis. After that, they compile the reports (observations) and submit it to the companies. Renowned companies, in the past, have asked the IIM Indore students to conduct research with an objective to get rural insights so that they can make changes in their strategy, if needed.
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However, this year, there are different plans for ‘Utsaha 2017’. They are going to study the buying behaviour of urban consumers along with rural customers for two renowned companies – Policy Bazaar and Nestle through which they will get insights from both. The urban ‘Utsaha’ festival will be conducted at the Basket Ball Court at IIM Indore on September 28 and September 29, 2017.
