2. Definition
• The word ‘RURAL’ is so much associated with agriculture and
farmers.
• 75 percent of the male working population is engaged in
agriculture
• Towns upto 15,000 population are considered rural.
3. Rural Vs. Urban
Rural
• Main profession is
agriculture
• social mobility less
• less numerous contacts
per man
Urban
• Manufacturing, trade,
commerce, professions
• social mobility increases
with urbanity.
• Greater complexity,
superficiality &
standardized formality in
relations.
4. Rural Customer characteristics
• Diverse and varied profiles of customer
• Customer is illiterate which leads to inability to identify the
brands
• Customer ends up buying duplicate product due to lack of
knowledge
• Poverty leads to buy the products in small quantity
5. Various factors which have made rural markets
viable
• Large population
• Growth in consumption
• Rural marketing is not expensive
• Market growth rate higher than urban
• Remoteness is no longer a problem
6. Factors affecting rural customer
• Self dependent and produce most of consumption needs
locally.
• Lack of infrastructure
7. Changes in Rural India
• Effect of government programmes
• Civil society interventions
• Migration and its side effects
8. Success stories
• Nirma
. Referred as pila powder
. Targeted people from bottom of pyramid
. It has not changed the packaing and
product composition.
