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Star - Small Town & Rural

STAR - Small Town and Rural

Rural India contributes 70% of India’s population, 56% of income, 64% of expenditure and 33% of savings. With money being no longer a differentiator, a host of other factors such as infrastructural imbalances, diverse and divisive socio-cultural background, increasing awareness towards education, growing exposure to media, enhanced communication, changing values, aspirations and beliefs and many more underlying and innate factors brings in a change among rural consumers by churning the cauldron of progress in Rural India.

Keeping this in mind IMRB and JWT India have launched a one of its kind single source survey on STAR - Small Towns and Rural which brings in niche nuances that defines and differentiates the rural consumer.

Demographic Understanding Psychographic Understanding
Population composition Attitudes towards categories and brands
Penetration Behavioral nuances
Product ownership Context biases and beliefs
Consumption & usage Lifestyle
Income levels Celebrity quotient
Media consumption
Affluence factor

The study with more than 9200 interviews covering 380 villages and 76 small towns across 12 states makes it the largest syndicated offering that acts as a decision support system for a comprehensive understanding of the complexities of the small town and rural consumer – virtually a one stop shop on all information needs on the small towns and rural markets.

For more details on STAR -


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