Rural definition

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Rural definition

  1. 1. RURAL DEFINITION<br />
  2. 2. RURAL MARKETING REQUIRES A SEPARATE AREA OF STUDY<br />WE TREAT URBAN AND RURAL AS SEPARATE BECAUSE OF THE DIFFERENCES IN THE BEHAVIOUR OF THE RURAL AND URBAN CONSUMERS<br />THEREFORE THE DEFINITION OF RURAL MARKETING IS BASED ON CONSUMER BEHAVIOUR<br />
  3. 3. THE SUBJECT OF RURAL MARKETING HAS RELEVANCE BECAUSE OF THE NEED TO HAVE A DIFFERENT MARKETING APPROACH NECESSITATED BY VARIATIONS IN CONSUMER BEHAVIOUR AND IN COME LEVELS <br />AS ALSO DIFFERENCES IN THE MACRO- AND MICRO- ENVIRONMENT OF CONSUMERS LOCATED IN RURAL AREAS<br />
  4. 4. IMPORTANT ASPECTS OF THE MICRO-ENVIRONMENT ARE THE TYPE OF CHANNELS AVAILABLE IN SERVING RURAL MARKETS<br />ALSO THE TYPE OF MEDIA AVAILABLE TO PROMOTE PRODUCTS IN RURAL MARKETS<br />THE TYPE OF INFRASTRUCTURE IN RURAL AREAS HAS IMPLICATIONS FOR MARKETERS <br />
  5. 5. THE GEOGRAPHICALLY SPREAD-OUT NATURE OF MARKETS ALSO REQUIRES DIFFERENT APPROACHES TO THESE MARKETS<br />A SIMPLE METHOD OF DIFFERENTIATING URBAN AND RURAL AREAS IS TO EXAMINE THE NOTIFICATION OF THE SETTLEMENT MADE BY THE CONCERNED STATE GOVERNMENT <br />
  6. 6. HOMEWORK<br />CHECK-OUT ON NOTIFICATIONS SUCH AS ‘TOWN PANCHAYATS’, ‘TOWN COMMITTEES’, AND ‘MUNCIPAL BODIES’<br />THE CRITERION WE WILL THUS USE IS THAT OF THE INDIAN CENSUS – RURAL IS DEFINED AS ‘THET WHICH IS NOT URBAN’, BASED ON FOLL. CRITERIA :<br />
  7. 7. URBAN<br />A MINIMUM POPULATION OF 5,000<br />POPULATION DENSITY OF AT LEAST 400 PER SQ. KM.<br />75 % OR MORE OF MALE WORKING POPULATION ENGAGED IN NON-AGRICULTURAL EMPLOYMENT<br />THESE ARE TERMED AS ‘CENSUS TOWNS’<br />
  8. 8. DEFINITION <br />RURAL MARKET IS ,THEREFORE, THE SET OF CONSUMERS WHO ARE LOCATED IN RURAL AREA AND WHO EXHIBIT BEHAVIOUR THAT IS DIFFERENT FROM BEHAVIOUR OF CONSUMERS IN URBAN AREAS<br />
  9. 9. THE MARKETING ISSUES AND, THEREFORE, THE MARKETING DECISIONS IN SERVING THE RURAL MARKETS VARY CONSIDERABLY COMPARED TO MARKETING FOR THE URBAN CONSUMER <br />
  10. 10. THE USE OF GEOGRAPHY TO DEFINE RURAL MARKETS IS RELEVANT FROM THE PERSPECTIVE OF THE MARKETING MANAGER<br />THE GEOGRAPHICALLY SPREAD OUT MARKETS ALSO REQUIRES DIFFERENT APPROACH TO THESE MARKETS THAN THE ONES SUITABLE FOR THE URBAN MARKETS <br />

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