Introduction to Rural marketing
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This document provides an overview of rural marketing in India. It defines rural marketing as developing, pricing, promoting, and distributing rural-specific goods and services to satisfy consumer demand in rural areas. Some key points: - Rural markets have consumers located in rural areas with different behaviors than urban consumers. Transactions can be rural-to-urban or urban-to-rural. - Rural marketing focuses more on development than transactions, customer satisfaction, and increasing living standards through a mutually beneficial process. - Rural markets are large and diverse but scattered, with low incomes mainly from agriculture. They face challenges like high distribution costs, seasonal demand, and lack of infrastructure.
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Rural marketing involves assessing, stimulating, and converting rural consumers' purchasing power into effective demand for specific products and services. It is a two-way process involving both urban to rural and rural to urban transactions.
Rural markets are characterized by a large population, agriculture-based occupations, low income and literacy, traditional outlook, and inadequate infrastructure. Key factors affecting rural consumer behavior include psychological, personal, situational, economic, and socio-cultural influences.
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This document discusses rural marketing strategies in India. It notes that companies are expanding to rural markets due to saturated urban markets and rising incomes in rural areas. It identifies key aspects of rural marketing as the 4P's (Product, Price, Place, Promotion) and 4A's (Availability, Affordability, Acceptability, Awareness). Challenges include low literacy, lack of infrastructure, and cultural diversity. Suggestions include using local salespeople and media, demonstrations, and focusing on distribution and awareness campaigns. An example highlights Asian Paints' strategies like wall paintings and working with local leaders to expand in rural villages.
RM-Unit -I.pptx
The document discusses rural marketing. It defines rural marketing as selling rural and agricultural products in rural and urban areas, as well as agricultural inputs in rural markets. Rural markets have specific characteristics including income being seasonal and dependent on crop production, geographic dispersion, linguistic/cultural diversity and economic disparities, and low purchasing power. A rural marketing model includes research, segmentation, defining needs, target markets, and implementing the marketing mix. Rural and urban marketing differ in environmental factors, social relations, exposure to marketing, dependence on nature, employment/incomes, and how marketers must understand, respect, and engage rural consumers.
Rural_Marketing.pptx
The document discusses rural marketing in India. It covers key topics such as the definition of rural marketing, characteristics of rural markets, segmentation and targeting approaches, and the 4Ps of marketing - product, price, place, and promotion strategies in rural contexts. Specific challenges of rural marketing are highlighted, such as transportation and distribution difficulties in dispersed rural areas. Examples are provided of segmentation models and companies that have successfully targeted rural consumers.
Rural Marketing
A Presentation on Rural marketing describing what is rural marketing?, Nature & benefits, Problems & difficulties,Strategies,Success stories, Examples
Rural Marketing
The document discusses rural marketing strategies and differences between rural and urban markets. It notes that rural markets are large and scattered, with heterogeneous populations. Infrastructure, income sources, lifestyles, and socio-cultural backgrounds differ significantly from urban areas. Effective rural marketing requires customizing strategies to understand rural consumer needs and behaviors.
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Marketing orientation ort philosophies depict the various thought processes related to marketing or its evolution
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Price is the sum of all the values that customers give up to gain the benefits of having or using a product or service
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Retail Image refers to how a retailer is perceived by customers and others.To succeed, a retailer must communicate a distinctive, clear, and consistent image.
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Store layout is an arrangement of the store that include space management, product display, network of passages, arrangement for amenities and customer convenience and other facilities required.
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The long term plan the retailers make in order to achieve their objective is called retail strategy.
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The document discusses the rural environment and is divided into several sections. It covers the demographic environment including changes in rural population, family structures, age, education, and occupation. The physical environment discusses rural settlements and housing patterns. The socio-cultural environment examines socio-cultural regions, village communities, and the caste system. The political environment analyzes panchayati raj institutions and gram sabhas. The technological environment addresses rapid mechanization and the growth of information and communication technology. Finally, the rural economic environment describes the transitioning rural economy, economic structure, rural enterprises, income disparity, and spending.
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Introduction to Rural marketing
- 1. Rural Marketing - Introduction By – Vijyata Assistant Professor Ranchi Women’s College
- 2. Key Learning • Definition of Rural Marketing • Nature of Rural Marketing • Characteristics of Rural Marketing • Challenges in Rural Marketing
- 3. Rural Market Rural market refers to the set of consumers who are located in rural area and who exhibit behaviour that is different from the behaviour of consumers in urban areas.
- 4. Rural Marketing • Rural marketing is the process of developing , pricing , promoting , distributing rural- specific goods and services leading to exchange between urban and rural market , which satisfies consumers demand and also achieves organisational objectives. • Rural marketing is the planning and implementation of marketing function for the
- 5. Transactions in Rural Marketing RURAL URBAN URBAN RURAL RURAL RURAL
- 6. Nature of Rural Marketing • Role of rural marketing is more developmental than transactional • Process of marketing in rural areas • Focuses on customer satisfaction with increase in their standard of living. • Win-win process for both institution as well as the prospect • Two way- rural to urban , urban-to-rural
- 7. Characteristics of Rural Marketing Large , Diverse and Scattered market Low income mainly from agriculture Heterogeneous market Traditional conservative outlook Low literacy Rate Diverse socio- economic background Poor Infrastructural facilities
- 8. Challenges in Rural Marketing High Distribution cost Prevalence of spurious Brands and Seasonal Demand Narrow Consumption Basket High initial market development expenditure Lack of proper physical Communication facilities
- 9. THANK YOU!!! For Any Sawaal, Sujhao Or Comment, feel Free To Write To Me At vijyata.rwc@gmail.Com Or Comment In The Comment Box