Abstract:
Distribution intensity of brands assumes importance in the rural markets of emerging economies
such as India. These markets are often plagued by problems like extensive geographic dispersion and
inadequate marketing infrastructure. Taking these problems into account, this paper seeks to explore
whether distribution intensity is correlated to brand attitudinal correlates in the rural markets of
India. This paper uses the lens of the theory of double jeopardy and has its basis in literature related
to brand equity and consumer brand relationships. It looks at the relationship between brand
distribution intensity, brand trust and brand satisfaction in a rural market. Brand trust and brand
satisfaction have been shown to be important dimensions of strong consumer-brand relationships.
Data has been collected using a consumer survey questionnaire from the consumers in a village in
the western part of India. The survey items were adapted from reliable and valid scales in literature
and then translated into the local language. The survey questions relate mostly to the products of
day-to-day use namely, toilet soap, shampoo and hair oil. The products were chosen because of the
high frequency of usage and therefore a higher need for replenishment and purchase. Data has been
analysed using general linear modeling. The paper adds to the literature by bringing in the context of
rural markets of an emerging economy and also serves to highlight the importance of marketing mix
elements in building the foundations of strong consumer-brand relationships.
