Rural definition
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  • 1. RURAL DEFINITION
  • 2. RURAL MARKETING REQUIRES A SEPARATE AREA OF STUDY
    WE TREAT URBAN AND RURAL AS SEPARATE BECAUSE OF THE DIFFERENCES IN THE BEHAVIOUR OF THE RURAL AND URBAN CONSUMERS
    THEREFORE THE DEFINITION OF RURAL MARKETING IS BASED ON CONSUMER BEHAVIOUR
  • 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
    AS ALSO DIFFERENCES IN THE MACRO- AND MICRO- ENVIRONMENT OF CONSUMERS LOCATED IN RURAL AREAS
  • 4. IMPORTANT ASPECTS OF THE MICRO-ENVIRONMENT ARE THE TYPE OF CHANNELS AVAILABLE IN SERVING RURAL MARKETS
    ALSO THE TYPE OF MEDIA AVAILABLE TO PROMOTE PRODUCTS IN RURAL MARKETS
    THE TYPE OF INFRASTRUCTURE IN RURAL AREAS HAS IMPLICATIONS FOR MARKETERS
  • 5. THE GEOGRAPHICALLY SPREAD-OUT NATURE OF MARKETS ALSO REQUIRES DIFFERENT APPROACHES TO THESE MARKETS
    A SIMPLE METHOD OF DIFFERENTIATING URBAN AND RURAL AREAS IS TO EXAMINE THE NOTIFICATION OF THE SETTLEMENT MADE BY THE CONCERNED STATE GOVERNMENT
  • 6. HOMEWORK
    CHECK-OUT ON NOTIFICATIONS SUCH AS ‘TOWN PANCHAYATS’, ‘TOWN COMMITTEES’, AND ‘MUNCIPAL BODIES’
    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 :
  • 7. URBAN
    A MINIMUM POPULATION OF 5,000
    POPULATION DENSITY OF AT LEAST 400 PER SQ. KM.
    75 % OR MORE OF MALE WORKING POPULATION ENGAGED IN NON-AGRICULTURAL EMPLOYMENT
    THESE ARE TERMED AS ‘CENSUS TOWNS’
  • 8. DEFINITION
    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
  • 9. THE MARKETING ISSUES AND, THEREFORE, THE MARKETING DECISIONS IN SERVING THE RURAL MARKETS VARY CONSIDERABLY COMPARED TO MARKETING FOR THE URBAN CONSUMER
  • 10. THE USE OF GEOGRAPHY TO DEFINE RURAL MARKETS IS RELEVANT FROM THE PERSPECTIVE OF THE MARKETING MANAGER
    THE GEOGRAPHICALLY SPREAD OUT MARKETS ALSO REQUIRES DIFFERENT APPROACH TO THESE MARKETS THAN THE ONES SUITABLE FOR THE URBAN MARKETS