rural marketing presentation

3. 1. URBAN TO RURAL
2. RURAL TO URBAN
3. RURAL TO RURAL

5. 1. Large, Diverse and Scattered Market
2. Major Income of Rural consumers is from Agriculture
3. Standard of Living and rising disposable income of the
rural customers
4. Traditional outlook
5. Rising literacy level
6. Diverse socio-economic background
7. Infrastructure facilities

6.  Increase in population, and hence increase in demand. The rural population in 1971 was
43.80 crores, which increased to 50.20 crores in 1981, 60.21 crores in 1991 and 66.0 crores
in 2001.
 A marked increase in the rural income due to agrarian prosperity.
 Large inflow of investment for rural development programmes from government and
other sources.
 Increased contact of rural people with their urban counterparts due to development of
transport and a wide communication network.
 Increase in literacy and educational level among rural folks, and the resultant inclination
to lead sophisticated lives.
 Inflow of foreign remittances and foreign made goods in rural areas.
 Changes in the land tenure system causing a structural change in the ownership pattern
and consequent changes in the buying behavior. The general rise in the level of
prosperity appears to have resulted in two dominant shifts in the rural consuming
system. One is conspicuous consumption of consumer durables by almost all segments of
rural consumers, and the obvious preference for branded goods as compared to non-
branded goods of rural.

7. The rural consumers are classified into the
following groups based on their economic status;
 The Affluent Group
 The Middle Class
 The Poor

8. 1. Standard of living
2. Low literacy levels
3. Low per capita income
4. Transportation and warehousing
5. Ineffective distribution channels
6. Many languages and diversity in culture
7. Lack of communication system
8. Spurious brands
9. Seasonal demand
10. Dispersed markets

9.  Large population
 Rising prosperity
 Growth in consumption
 Life cycle changes
 Life cycle advantages
 Market growth rate higher than
urban
 Rural marketing is not expensive
 Remoteness is no longer a problem

10. 1) RURAL COMMUNICATION
2) EMERGING ROLE OF BIO-TECH IN INDIAN AGRICULTURE SECTOR
3) GREEN REVOLUTION
4) DEVELOPMENT PROGRAMMES
Some of these programmes are:
• Intensive Agricultural District Programme (IADP- Package Programme)
• Intensive Agricultural Area Programme (IAAP)
• High Yielding Varieties Programme (HYVP- Green Revolution)
• Drought Prone Areas Programme (DPAP)
• Small Farmers Development Agency (SFDA)
• Hill Area Development Programme
• Operation Flood I, II and III (White Revolution)
• Fisheries Development (Blue Revolution)
• Integrated Rural Development Programme (IRDP)
• Jawahar Rojgar Yojna (JRY).

11. 1. TRANSPORTATION
2. COMMUNICATION
3. AVAILABILITY OF APPROPRIATE MEDIA
4. WAREHOUSING
5. VILLAGE STRUCTURE IN INDIA
6. RURAL MARKETS AND SALES MANAGEMENT
7. INADEQUATE BANKING AND CREDIT FACILITIES
8. BRANDING
9. PACKING

12.  RESEARCH
 SEGMENTATION
 LIFESTYLE ANALYSIS
 PROFILE STUDY
 DEFINING NEEDS
 TARGET MARKET
 MARKETING MIX
 CONTROL

13. 1. MARKET DIFFERENCE
 Environmental Difference
 Social Responsibility Peculiarity
 Low Exposure To Marketing
Stimuli
 Dependence On Nature
 Employment And Income
Variations
2. MARKETING DIFFERENCE
 Marketers
 Philosophy
 Marketing Research
 Consumer Behavior
 Segmentation
 Product Strategy
 Price Strategy
 Distribution
 Promotion

14. Consumer Buyer behavior refers to the buying behavior of final
consumers- individuals and households who buy goods and services
for personal consumption. All of these final consumer combined
makeup the consumer market.
The consumer market in this case is Rural India. About 70% of
India’s population lives in rural area. There are more than 600000
villages in the country as against about 300 cities and 4600 towns.
Consumers in this huge segments have displayed vast differences in
their purchase decisions and their product use. Villagers reacts
differently to different product, colour, size, etc. in different parts of
India. the utmost care in terms of understanding consumer psyche
needs to be taken while marketing products to rural India.

16. I. AVAILABILITY
II. AFFORDABILITY
III. ACCEPTABILITY
IV. AWARENESS

17.  SEGMENTATION OF RURAL MARKET
 BY COMMUNICATING AND CHANGING QUALITY PERCEPTION
 BY PROPER COMMUNICATION IN INDIAN LANGUAGE
 BY TARGET CHANGING PERCEPTION
 BY UNDERSTANDING CULTURALAND SOCIAL VALUES
 BY PROVIDING WHAT CUSTOMER WANTS
 BY PROMOTING PRODUCTS WITH INDIAN MODELS AND ACTORS
 BY ASSOCIATING THEMSELVES WITH INDIA
 BY PROMOTING INDIAN SPORTS TEAM
 BY TALKING ABOUTA NORMAL INDIAN
 BY DEVELOPING RURAL-SPECIFIC PRODUCTS
 BY GIVING INDIAN WORDS FOR BRANDS
 BY ACQUIRING INDIAN BRAND
 BY EFFECTIVE MEDIA COMMUNICATION
 BY ADOPTING LOCALISED WAY OF DISTRIBUTING