2. RURAL MARKETINGRURAL MARKETING
Rural marketing is the study of all theRural marketing is the study of all the
Activity , agency and policy involved inActivity , agency and policy involved in
The procurement of farm inputs by theThe procurement of farm inputs by the
Farmers and the movement of ruralFarmers and the movement of rural
products from farmers to consumers.products from farmers to consumers.
_ G.N. MURTHY_ G.N. MURTHY
3. NATURE OF RURAL MARKETINGNATURE OF RURAL MARKETING
The rural market is quite different fromThe rural market is quite different from
urban markets.urban markets.
In the process of development ofIn the process of development of
civilization agriculture and pastoral lifecivilization agriculture and pastoral life
along river banks are the first of settledalong river banks are the first of settled
life.life.
4. Importance of rural marketingImportance of rural marketing
Size of rural marketSize of rural market
Rural target populationRural target population
EmploymentEmployment
Better livingBetter living
Contribution to national incomeContribution to national income
Increase in farm incomeIncrease in farm income
5. Rural v/s UrbanRural v/s Urban
OCCUPATION:OCCUPATION:
Rural:Cultivators n few non –Rural:Cultivators n few non –
agricultural pursuits.agricultural pursuits.
Urban:manufacturing,trade,comUrban:manufacturing,trade,com
merce,professionsmerce,professions
6. Problem and difficulties faced inProblem and difficulties faced in
Rural MarketingRural Marketing
Lack of proper communicationLack of proper communication
Distribution problemDistribution problem
Seasonal demandSeasonal demand
Low literacy level .Low literacy level .
7. Types of rural goodsTypes of rural goods
Industrial goodsIndustrial goods
consumer goodsconsumer goods
Industrial goods:-industrial rural goodsIndustrial goods:-industrial rural goods
are those use for further industrialare those use for further industrial
processing. e.g. tabacoo, fibre cropsprocessing. e.g. tabacoo, fibre crops
like cotton and jute.like cotton and jute.
Consumer goods:-goods are mean forConsumer goods:-goods are mean for
direct use like all foodgrains, dairydirect use like all foodgrains, dairy
product, poultry products vegetablesproduct, poultry products vegetables
and fruits.and fruits.
8. Various factors which have made ruleVarious factors which have made rule
markets viable:-markets viable:-
1.1. Large populationLarge population
2. Raising prosperity2. Raising prosperity
3. Growth in consumption3. Growth in consumption
4. Life-style changes4. Life-style changes
5. Life-cycle advantages5. Life-cycle advantages
6. Market growth rates higher than6. Market growth rates higher than
urbanurban
7. Rural marketing is not expensive7. Rural marketing is not expensive
8. Remoteness is no longer a problem8. Remoteness is no longer a problem
