Gives various difference between rural consumer and urban. Also you will find the factors affecting their buying behavior. We get to know the involvement when they purchase the product.

3. Urban Market
place

4. Difference Between Rural And Urban
 Population
 Standards of living
 Wide economic gap
 New product awareness
 Education
 Electrified
 Channel of communication
 Channel of distribution

5. Rural VS Urban
 Customer thinks of
money, durability before
buying.
 Development is very less
 The income level is not
fixed
 Ability to pay back loan
is low
 Brand awareness is low
 Customer thinks of
brand and its updates.
 More development is
seen.
 The income level is
fixed
 Competition is fixed
 It is comparatively
higher
 More aware of
branded product.

6. Low vs High Involvement
 Rural consumer make low
involvement while
Purchasing
 They are not risk taker
 They show low
involvement towards
product as they are highly
influenced by the opinion
leaders, elders.
 Urban consumer make
high involvement
 They are risk taker
 High involvement product
leads to comfort, status,
drive, consumers
recognition for need

7. Example

9. Reasons For Selecting Market
Rural market
 Size of the market
 Largely Untapped
 Income on the
rise/disposable income
 Income from other than
agriculture
 Income flow from urban
/abroad
 Ex:- Colgate 55%
Urban market
 Large number of customer
 Awareness about the
product
 Effective distribution
channel
 Rise to competition
 Source of new ideas
 Ex:- Future group 80%

10. Challenges
 Rural Marketing
I. Traditional Life.
II. Transportation.
III. Literacy.
IV. Promotion and Marketing Communication.
 Urban marketing
I. urban market flooded with low demand.
II. High degree of competition.
III. large expenses.

11. Conclusion
1. The rural market (68.84%) is larger than urban
market (31.16%) and the marketers cannot afford to
ignore studying the rural consumer behaviour.
2. If 80% of the landholdings are below 5 acres, where
is the scope to hire workers on the farm? In fact,
rural area is confronting underemployment and
unemployment.
3. This is reflected in the increased level of urbanization
from 27.81% in 2001 Census to 31.16% in 2011
Census.– it is vital that the marketers understand the
rural customers well.

12. Informative clipping's
 video sharing some statistics of rural market in
consumer behaviour and business prescriptiv
https://www.youtube.com/watch?v=tZ6_SxBSpZw
 https://www.youtube.com/watch?v=LYVgD1x1pJo
 https://www.youtube.com/watch?v=nY_pcNue
s&list=WL&index=7
 Video Clip depicting the real life practices ado
rural market of India
 https://www.youtube.com/watch?v=atpZGLMa
ex=8&list=WL.