Market Potential of Glucose Biscuits and Marie Segments – An Empirical Analysis

Abstract

The term market potential is one, which has an intuitive appeal to anyone with a concern for marketing. Like many such marketing terms, however, it is subject to a variety of interpretations. Often, for instance, the term is confused with sales potential. Indeed, Cowan has described nine different interpretations of the term market potential, at least one of which is that usually thought of as sales potential. Before presuming to define market potential, we must be assured that we have a common understanding of the more basic term-market. A market is a group of potential customers who have something in common. The term is often applied in referring to geographical markets, for example, the Pitsburgh market-in which the common element is the location of the consumers’ residences, and to age groups-for example, the “under twenty-five” market. The most useful way of thinking of market potential is as the total amount of a product or product class, which would be sold to a market in a specified time period and under a given set of conditions. The “conditions” referred to in this definition include such uncontrollable environmental and competitive factors as the political situation, government actions, technological levels, and general economic conditions as well as the controllable aspects of total marketing effort, such as advertising and promotional levels, product characteristics, and the intensity of distribution. The present paper finds out the market potential of glucose Biscuits and Marie segments in Cuddalore District rural areas. A sample of 100 respondents in Cuddalore District rural areas selected randomly during May 2015 and was studied using standardized scale technique. The results revealed that most of the consumers prefer quality with factor driven products and company should try to consider and improve these phenomenons so that they can improve their sales and sustain the market forever.