4. A marketer needs to be aware of these influences that can effect changes in the rural customer’s consumption patterns. The market for consumer goods that comprise of both durable and non-durable goods, ii. Improvement in infrastructure and reach, promise a bright future for those intending to go rural. So, the term can be defined as: When marketing activities are undertaken for rural segments, it is turned as rural marketing and the management is called rural marketing management. A Crisil report said rural India should fare better than urban areas because of higher proportion of essential products consumed, government doles, eased restrictions on agriculture activities, and likelihood of a normal monsoon. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Since marketing manager has to carry out similar tasks. The rural market in India is not a separate entity in itself and it is highly influenced by the sociological and behavioural factors operating in the country.
So, definition of marketing stated by American Marketing Association can be equally applicable in relation to rural segments.
Let us define the term in simple way as: Rural marketing concerns with planning and implementing marketing programmes (often referred as marketing strategies or simply 4P’s) for rural markets to achieve marketing goals. ( Log Out /
The rural population has shown a trend of moving to a state of gradual urbanization in terms of exposure, habits, lifestyles, and lastly, consumption patterns of goods and services. Create a free website or blog at WordPress.com. Published by relivingmbadays.
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Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. 6. Typically, in a rural area the principal occupation is farming, trading, crafts, plumbing, electric works, primary health workers and teachers. Typically, in a rural area the reference groups are primary health workers, doctors, teachers and panchayat members, the village trader or the grocer, commonly called ‘Baniya’ or ‘Mahajan’ are an important influencer in the decision making of rural customer. Rural marketing is an evolving concept, and as a part of any economy, has untapped potential; marketers have realized the opportunity recently. A company has to take intense care while targeting them. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Plagiarism Prevention 4.
More specifically, it can be said: Rural Marketing means to produce products (goods and services) for the rural customers and to make necessary arrangement to supply them.
As of this date, Scribd will manage your SlideShare account and any content you may have on SlideShare, and Scribd's General Terms of Use and Privacy Policy will apply. Content •Introduction •HUL Lifebuoy Case •Buying decision process •Factors influencing Decision making process •Buyer characteristics •Buying behavior pattern •Brand loyalty •Innovation adoption Rural marketing in Indian economy can be classified under two broad categories.
Previous Rural Marketing Process. Astonishingly, as per the census report 2003-04, there are total 638365 villages in India in which nearly 70% of total population resides; out of them 35 % villages have more than 1000 population. Agriculture and related activities continue to be the main occupation for majority of the rural population. ( Log Out / Clipping is a handy way to collect important slides you want to go back to later. Rural buyers like to follow the urban pattern of living. Prohibited Content 3. Change ). RURAL CONSUMER BEHAVIOR “There is an invisible market waiting at the bottom of the world economic pyramid”- C.K Prahalad 2. ( Log Out / Here, target market consists of customers living in rural areas. Marketers over the past few decades, with innovative approaches, have attempted to understand and tap rural markets. Changing Patterns of Rural Demand – Reasons. 2.
Rural per capita consumption expenditure grew by 11.5 per cent while the urban expenditure grew by 9.6 per cent. Before publishing your articles on this site, please read the following pages: 1. The rural market in Indian economy generates almost more than half of the country’s income. If you continue browsing the site, you agree to the use of cookies on this website. If you wish to opt out, please close your SlideShare account. It involves designing marketing programme (4P’s) to arrive at desired exchange with the rural customers that satisfies their needs and wants. 1. The emergence of rural markets as highly untapped potential emphasizes the need to explore them.
Selling of manufactured products in the rural regions. Some Indian customers have become global and cosmopolitan! Share this: Share; Like this: Like Loading... Related. According to Rao, more than appealing to a rural consumer the challenge lies in reaching a rural consumer.
Change ), You are commenting using your Twitter account. See our Privacy Policy and User Agreement for details. Image Guidelines 5. Consumption patterns differ according to income levels.
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