2.  In India, rural markets account for 70% of the
entire population in the country (833
million/1.21 billion per 2011 Census). The
rural segment of the Indian economy is
growing at a pace of 8-10% per annum and
expected to add new consumption of USD 90–
100 billion over the period 2012-2017 to the
current base of USD 240-250 billion.

3. Geographic Variables
Demographic variables
Product Related
Variables
• Segmentation variables are the parameters and characteristics
of people comprising total market for a product category on
which can segment them into groups.

4. Geographic - major village
Demographic – Family Size (nuclear or joint ),
Income
Segmenting in rural
India of T.V set on basis
PRODUCT RELATED VARIABLE

5. Reason for segmenting in rural India in this way?
Geographical:-
 major village are target because these villages are the main growth drivers of
the rural market for durable goods like television set
 Latest data released by reserve bank of India (RBI)shows current retail inflation is
caused by increase demand from rural people
Family size:-(nuclear and joint family)
As in rural India nuclear and joint family together contribute to increase in saving
and cause in increases in demand for durable goods . Nuclear family help in
financial stability and social stability .

6. Income :-
As rural India has show an increase in living standard due to various social
government scheme and rural people getting employed in urban areas and foreign
countries , the remittances transferred to the villages
Central statistical offices(C S O) data shows that 69 billion remittance came to
India in 2012 financial year which top the biggest in the world, 40% goes to the rural
areas
Product related variable

7. Product related variable:-
 Different companies have a products at different prices ,feature ,innovative
products like smart T.V
These factors can act as a buying variable among the rural people
As more of the rural people are becoming educated
As awareness of the rural people increases about a product television
manufacturing companies are able to sell with product related variables.
Companies should be able to sell product as catering to the needs of the rural
people
 Rural people are price and quality sensitive people so keeping in this in mind
television manufacturing company can showcase their product

8. Rural India rising has given the
opportunity for potential grow for marketing durable goods (television set)and
hopes that data and fact useful for segmenting the rural market and for effective
marketing, realization of this big companies have started to invest in rural India. As
rural India become to develop at a faster rate companies are able capture the
increase demand of the people