Rural definition
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The document discusses the definition and importance of rural marketing. It states that rural marketing requires separate study from urban marketing due to differences in consumer behavior and environments between rural and urban areas. The definition of rural marketing is based on how consumer behavior differs in rural areas compared to urban ones. Marketers must use different approaches for rural markets given variations in factors like consumer behavior, income levels, available infrastructure, and the geographically spread out nature of rural settlements.
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Rural Markets In India
Rural marketing requires separate study from urban marketing due to differences in consumer behavior between rural and urban areas. The definition of rural marketing is based on how rural consumer behavior varies from urban consumer behavior. Marketers must take a different approach for rural markets compared to urban ones due to variations in factors like consumer behavior, income levels, and the rural environment. Characteristics of rural areas like infrastructure, distribution channels, media availability, and geographic spread require tailored rural marketing strategies.
Rural marketing module 2
Rural marketing involves all aspects of marketing agricultural products from producers to consumers in rural areas. It includes pre- and post-harvest operations like assembling, grading, storage, transportation, and distribution. Rural marketing manages activities to stimulate demand for products and services among rural consumers and move these offerings to people in rural areas to improve their standard of living. Rural markets are large and diverse but also scattered, with consumers' incomes often dependent on agriculture and traditional outlooks.
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Rural marketing involves the procurement of farm inputs by farmers and the movement of rural products from farmers to consumers. The rural market is different from urban markets in that rural areas have traditionally centered around agriculture and pastoral lifestyles. Rural marketing is important due to the large rural population and target market size, its contributions to employment, national income, and farm income. Some problems with rural marketing include a lack of proper communication, issues with distribution given seasonal demand, and low literacy levels.
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This document discusses emerging issues in rural marketing in India. It begins by defining rural markets and noting their large size and influence. It describes the nature of rural markets, including their diversity, traditional outlooks, and rising incomes and literacy. The significance of rural markets is then outlined, such as increasing population and demand. Challenges of rural markets are also presented, like low literacy, incomes, and infrastructure. The document concludes by noting untapped potential in rural markets and that marketers must understand rural market dynamics to be successful.
Perspective on rural development
1. Rural development in Pakistan aims to improve socio-economic conditions through supporting institutional development, infrastructure, natural resource management, rural non-farm activities, women's development, and enterprise development with support from international donors over 3 decades.
2. Pakistan implemented 10 five-year development plans from 1955-2015 to guide government investment in rural infrastructure and development.
3. Rural poverty in Pakistan remains a significant problem, with two-thirds of the population and 80% of the poor living in rural areas, experiencing low socio-economic indicators, food insecurity, and chronic poverty due to lack of access to markets, services, education and vulnerability to environmental issues.
Rural development ppt
Rural areas are separately settled places away from large cities characterized by lower population density and engagement in primary industries like agriculture. A rural community has a sense of unity and religion plays an important role in village life. Rural lifestyles differ from urban ones in having limited services, public transport, and utilities. Rural development aims to improve the economic and social conditions of rural poor through collective efforts and generation of employment in farm, storage, and other economic activities while also developing infrastructure, health, education, and living conditions. It faces various challenges including traditional mindsets, lack of education, inadequate infrastructure, and economic and leadership problems. Rural development is important for India to develop rural areas holistically and empower communities.
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Rural Markets In India
Rural marketing requires separate study from urban marketing due to differences in consumer behavior between rural and urban areas. The definition of rural marketing is based on how rural consumer behavior varies from urban consumer behavior. Marketers must take a different approach for rural markets compared to urban ones due to variations in factors like consumer behavior, income levels, and the rural environment. Characteristics of rural areas like infrastructure, distribution channels, media availability, and geographic spread require tailored rural marketing strategies.
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Rural marketing involves all aspects of marketing agricultural products from producers to consumers in rural areas. It includes pre- and post-harvest operations like assembling, grading, storage, transportation, and distribution. Rural marketing manages activities to stimulate demand for products and services among rural consumers and move these offerings to people in rural areas to improve their standard of living. Rural markets are large and diverse but also scattered, with consumers' incomes often dependent on agriculture and traditional outlooks.
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Rural marketing involves the procurement of farm inputs by farmers and the movement of rural products from farmers to consumers. The rural market is different from urban markets in that rural areas have traditionally centered around agriculture and pastoral lifestyles. Rural marketing is important due to the large rural population and target market size, its contributions to employment, national income, and farm income. Some problems with rural marketing include a lack of proper communication, issues with distribution given seasonal demand, and low literacy levels.
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This document discusses emerging issues in rural marketing in India. It begins by defining rural markets and noting their large size and influence. It describes the nature of rural markets, including their diversity, traditional outlooks, and rising incomes and literacy. The significance of rural markets is then outlined, such as increasing population and demand. Challenges of rural markets are also presented, like low literacy, incomes, and infrastructure. The document concludes by noting untapped potential in rural markets and that marketers must understand rural market dynamics to be successful.
Perspective on rural development
1. Rural development in Pakistan aims to improve socio-economic conditions through supporting institutional development, infrastructure, natural resource management, rural non-farm activities, women's development, and enterprise development with support from international donors over 3 decades.
2. Pakistan implemented 10 five-year development plans from 1955-2015 to guide government investment in rural infrastructure and development.
3. Rural poverty in Pakistan remains a significant problem, with two-thirds of the population and 80% of the poor living in rural areas, experiencing low socio-economic indicators, food insecurity, and chronic poverty due to lack of access to markets, services, education and vulnerability to environmental issues.
Rural development ppt
Rural areas are separately settled places away from large cities characterized by lower population density and engagement in primary industries like agriculture. A rural community has a sense of unity and religion plays an important role in village life. Rural lifestyles differ from urban ones in having limited services, public transport, and utilities. Rural development aims to improve the economic and social conditions of rural poor through collective efforts and generation of employment in farm, storage, and other economic activities while also developing infrastructure, health, education, and living conditions. It faces various challenges including traditional mindsets, lack of education, inadequate infrastructure, and economic and leadership problems. Rural development is important for India to develop rural areas holistically and empower communities.
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The document proposes setting up a multiproduct special economic zone (SEZ) focused on agriculture in Karnataka, India. It discusses the need to boost the agricultural sector to drive GDP growth. The declining growth rate of Indian agriculture is outlined. The proposed SEZ would focus on key commodities and food industry products. Location options are considered and the project highlights an SEZ model to promote rural development and agriculture.
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This document discusses infrastructure and rural development in India. It defines infrastructure and classifies the economy into three sectors: primary, secondary, and tertiary. It outlines India's progress in infrastructure projects such as highways, airports and railways. It also discusses the importance of infrastructure development for economic growth and quality of life. However, rural areas still lag urban areas significantly in access to basic infrastructure like electricity, sanitation and healthcare. Government programs aim to bridge this rural-urban divide.
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Rural marketing requires separate study from urban marketing due to differences in consumer behavior between rural and urban areas. The definition of rural marketing is based on how rural consumer behavior varies from urban consumer behavior. Marketers must use different approaches for rural markets compared to urban ones due to variations in factors like consumer behavior, income levels, and infrastructure between rural and urban environments. Rural areas have specific characteristics like different distribution channels, media, and geographic spread that require tailored marketing strategies.
Rural marketing ppt
The document discusses rural marketing in India. It defines rural marketing and describes the two-way flow of products between rural and urban areas. Rural marketing involves transactions between urban marketers and rural consumers as well as agricultural marketing from rural producers to urban markets. Rural marketing has evolved over phases from agricultural marketing pre-1960s to developmental marketing in the 21st century. Key aspects of rural marketing include segmentation, lifestyle analysis, and defining target markets. The rural market plays a significant role in the Indian economy as rural areas account for 74% of India's population and over half of India's income.
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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.
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Rural to urban migration is occurring in many countries. In LEDCs, people move to cities for opportunities, but often live in poor conditions. Squatter settlements lack facilities and diseases are common. Solutions include self-help housing schemes but LEDCs lack resources. In MEDCs, cities implement land use zones like central business districts and suburbs. Traffic is managed through methods such as ring roads and public transit. Urban to rural migration also occurs as people move to rural areas for higher quality of life.
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Gender plays an important role in agricultural development. Statistics show closing the gender gap could increase GDP by 9-16%, reduce hunger by 12-17%, and increase agricultural yields by 20-30%. While women constitute 50% of the agricultural workforce and produce 50% of the world's food, they only receive 10% of income and own 1% of property. They face disparities in areas like income, wages, education, and health. Addressing issues like food security, rural finance, land policy, markets, labor, and infrastructure could help empower women and boost agricultural productivity and economic growth. However, achieving gender equality faces political, policy, practical, and technological challenges that need to be overcome.
Settlements and urban models
The document discusses different types of settlements and urban models. It defines a settlement as a place where people live, from a single house to a large city. Settlement sites are chosen based on factors like proximity to water and transport routes. Larger settlements become hierarchical centers that provide more services. Urban models in more economically developed countries include concentric zones like the central business district and suburbs. Models in less economically developed countries have informal shanty towns and greater inequality.
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The document discusses the lack of rural infrastructure in India and its negative impacts. It notes that over 70% of India's rural population lacks access to basic infrastructure and the national economy. This is due to insufficient rural roads, markets, transportation, and other facilities. As a result, rural populations face limited livelihood opportunities, agricultural stagnation, and high levels of poverty. The document argues that a public-private partnership approach to rural infrastructure development is needed to open new business opportunities for both corporations and rural communities.
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The document discusses integrating gender into agricultural programs by addressing constraints women face in agriculture. It outlines why focusing on gender is important, then discusses constraints women face in accessing key assets like land, water, livestock, soil fertility, new technologies, extension services, labor, markets, and support services. It provides strategies to alleviate these constraints, like strengthening women's land rights, increasing female extension agents, introducing labor-saving technologies, and investing in market interventions to improve women's access and asset base. Case studies show promising examples of projects that have successfully addressed gender.
Rural Vs Urban India
Rural and urban India have become more closely linked due to technological advances originating from urban areas. While technology has helped rural areas grow closer economically through improved communication and market access, it has also negatively impacted traditional rural culture by replacing older practices. The relationship between rural and urban India is now one of interdependence, with technology bringing both benefits and drawbacks for rural society.
Role of farm women in indian agriculture
Farm women play a vital but often overlooked role in Indian agriculture. They are involved in activities across the agricultural cycle from land preparation to harvesting, storage, and beyond. However, their contributions remain largely unpaid and unrecognized. They face numerous challenges including gender inequalities in wages, lack of land and asset ownership, time poverty due to domestic responsibilities, and occupational health and safety issues. There is a need for policies and programs that promote women's empowerment in agriculture through improved access to resources, education, training, and recognition of their substantial economic contributions.
3. rural & urban society
Rural and urban communities differ in their characteristics. Rural communities typically have occupations related to agriculture, lower population densities, strong familial and community ties, and more traditional cultural values. Urban communities are centered around non-agricultural industries and services, have higher population densities, more social diversity and anonymity between residents, and cultures that value innovation and individualism more. As societies develop, rural-to-urban migration increases urban population and influences traditional rural social structures, lifestyles, and values.
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(3)Concept Sustainable Planning Of feasible Infrastructure Facilities And Tourism Site Development.
Feminism
This document discusses the history and key concepts of feminism. It defines feminism as movements and ideologies that work to establish political, socio-economic, and reproductive rights for women. The document outlines three waves of feminism: first-wave feminism in the 19th-20th centuries focused on women's suffrage and property rights, second-wave feminism in the 1960s focused on issues like education and career opportunities, and third-wave feminism addresses issues like government representation and gender violence. It also discusses feminist theory, different feminist movements and ideologies, and notable feminists from Pakistan who have advocated for women's rights.
Rural development (In India)
Rural development is a complex process that aims to improve living conditions in rural areas. It requires integrated efforts across sectors like infrastructure, public services, health, education, employment and standard of living. While the government and private sector have undertaken development initiatives, rural areas still lag significantly behind cities in these areas. Effective rural development strategies require addressing issues like inadequate infrastructure, lack of opportunities, traditional mindsets, and ensuring balanced growth between rural and urban regions.
Feminism
Feminism is a collection of movements and ideologies aimed at defining and establishing equal political, economic, and social rights for women. It has occurred in three waves, focusing on women's suffrage, gender equality, and continued issues of oppression, respectively. Feminism explores the interconnected nature of concepts like patriarchy, sexism, and women's status globally that contribute to women's inequality. It aims to challenge these systems through perspectives like liberal, radical, socialist, and postcolonial feminism.
Slideshare Powerpoint presentation
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Rural In India
Rural marketing requires separate study from urban marketing due to differences in consumer behavior between rural and urban areas. The definition of rural marketing is based on how rural consumer behavior varies from urban consumer behavior. Marketers must use different approaches for rural markets compared to urban ones due to variations in factors like consumer behavior, income levels, and infrastructure between rural and urban environments. Rural areas have specific characteristics like different distribution channels, media, and geographic spread that require tailored marketing strategies.
Rural marketing ppt
The document discusses rural marketing in India. It defines rural marketing and describes the two-way flow of products between rural and urban areas. Rural marketing involves transactions between urban marketers and rural consumers as well as agricultural marketing from rural producers to urban markets. Rural marketing has evolved over phases from agricultural marketing pre-1960s to developmental marketing in the 21st century. Key aspects of rural marketing include segmentation, lifestyle analysis, and defining target markets. The rural market plays a significant role in the Indian economy as rural areas account for 74% of India's population and over half of India's income.
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
This document discusses rural marketing environment and factors influencing rural consumer behavior. It defines rural marketing environment as the sum of external factors surrounding a rural marketing organization, including social, economic, ethical, political, physical and technological factors.
Some key points made in the document are:
1) Social factors like sociological, anthropological and psychological aspects influence rural consumer habits, tastes and lifestyles.
2) Economic factors like competition, consumers, prices, ethics, politics, infrastructure and technology shape rural marketing strategies.
3) Factors influencing rural consumer behavior include their environment, culture, social class, personal characteristics, and marketing mix elements.
Rural marketing
This document discusses rural marketing in India. It begins with an introduction defining marketing and then discusses the nature and evolution of rural marketing in India. It identifies four phases in the evolution from pre-1960s focusing on agricultural produce marketing to the current phase with all products and services being marketed between urban and rural areas. It discusses important models, factors driving changes, importance and challenges of rural marketing. Key strategies discussed are making products affordable, creating awareness, ensuring accessibility and gaining acceptance. Innovations in rural marketing and a conclusion on the growth of rural markets in India are also provided.
Review of Rural Marketing in India and Innovations in Rural Marketing
The aim of this research is to study the current scenario of Rural Marketing in India, the rural market presents with its various opportunities and challenges, given how diversely populated the rural consumers in India are. The rural market consists of 83.3 crore people and this is what attracts marketers to enter in this market. To market in the territory of rural marketing corporations must understand the rural consumer. There is a shift incoming from urban to the rural marketing as the development and levels of literacy and awareness among the rural consumers is rising and these consumers want value for their money. Marketers when catering to rural consumers need to connect with them and also undertake demonstrations for the better understanding of the rural people. Many innovations in the strategy to market into the rural markets have been undertaken in the past years. This paper aims to understand these innovations and strategies and to understand the rural consumer of India. The future of rural marketing and the development in rural areas is promising in development of rural economies and for the people living in these rural areas a better life.
RURAL MARKETING
Rural markets in India offer significant opportunities but also have unique challenges compared to urban markets. Rural consumers have lower incomes and literacy, more seasonal demand, and lack access to infrastructure and information. To effectively market in rural areas, companies must segment consumers, develop appropriate products, pricing, and distribution suited to the local context. While rural marketing was initially focused on agriculture, it now encompasses a wide range of consumer goods and services. Initiatives like ITC's e-Choupal have helped connect farmers in remote villages to information.
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Rural marketing intro
This document discusses rural marketing in India. It defines rural marketing as planning and implementing marketing functions for rural areas. Rural marketing aims to develop, price, promote, and distribute rural-specific goods and services leading to exchange between urban and rural markets. The document outlines the evolution of rural marketing in India and approaches to segmenting rural markets based on factors like population size, location, sociological characteristics, and income. It identifies challenges in rural marketing such as distribution, understanding rural consumer psyche, communication, and spurious products. The document concludes that rural markets have untapped potential but also difficulties that marketers must address through strategies tailored for rural consumers.
Distribution management
This document discusses distribution channels and rural marketing in India. It defines distribution channels as interdependent organizations that make products available to consumers. Choosing the right distribution system and planning the channel are important decisions. Rural markets in India are large and growing, but also face issues like lack of infrastructure and data. Common myths about rural markets being homogeneous or having low purchasing power are debunked. The document also provides insights into the emerging rural consumer who aspires to material goods and discusses ongoing improvements in rural infrastructure and connectivity in India that create opportunities for marketers.
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This chapter discusses rural marketing in India. It defines rural areas according to different organizations and notes limitations in these definitions. Common myths about rural India like rapid urbanization and it being solely agrarian are debunked. The marketing mix for rural areas uses 4 As - affordability, availability, awareness and acceptability instead of the usual 4 Ps. The rural consumer is evolving and becoming more aspirational due to factors like education, media exposure and infrastructure growth. Rural India is projected to have an exploding middle class of 164 million households by 2020, driven by increased incomes, infrastructure and government programs.
Rural marketing challenges, opportunities & strategies
Rural markets in India offer significant opportunities for companies due to the large population size and increasing purchasing power. However, rural consumers have unique needs and preferences compared to urban consumers. Successful rural marketing strategies require understanding rural consumer behaviors and leveraging existing rural infrastructure like local markets. Examples of companies that have effectively tapped the rural market include Escorts, HLL, ITC, and BPCL through tailored approaches like focused local advertising, introducing smaller product packages, and establishing rural retail points of presence.
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This document provides a literature review and background on marketing practices by fast-moving consumer goods (FMCG) companies in rural markets in India. The literature review covers strategies used by companies like ITC and Hindustan Unilever to target rural consumers. It also discusses the differences between rural and urban markets in India and the need for tailored rural marketing strategies. The background section provides an overview of major FMCG companies in India like Nestle, Hindustan Unilever, Colgate, and Britannia and their history in the Indian market. It also discusses the evolution of the FMCG sector in India and key factors that have shaped marketing to rural consumers.
Marketing practices by fmcg companies for rural market shailu (2)
This document provides a literature review and background on marketing practices by fast-moving consumer goods (FMCG) companies in rural markets in India. The literature review covers strategies used by companies like ITC and Hindustan Unilever to target rural consumers. It also discusses the differences between rural and urban markets in India and the need for tailored rural marketing strategies. The background section provides an overview of major FMCG companies in India like Nestle, Hindustan Unilever, Colgate, and Britannia and their history in the Indian market. It also discusses the evolution of the FMCG sector in India and key factors that have shaped marketing to rural consumers.
Chapter1
This document provides an overview of rural marketing in India. It discusses how rural markets have evolved over time from primarily marketing agricultural produce to now including household consumables and durables. Rural markets present both opportunities and challenges for marketers. Some key points made in the document include:
- Rural markets now outpace urban markets in growth and present a significant business potential.
- However, rural markets also have problems like vastness, low incomes, and inadequate infrastructure that make them difficult to operate in.
- Marketers have found innovative solutions like using local sales agents and partnering with retailers to better reach rural customers.
Rural Marketing in India
This slideshow talks about rural marketing status, opportunities and prospects in India. It discusses about the strategies for rural marketing and related topics.
Rural marketing
Rural marketing refers to promoting and distributing goods and services in rural areas to satisfy rural customer needs and achieve company objectives. It involves selling products from urban to rural areas as well as rural producers selling to urban markets. Key aspects of rural marketing include ensuring availability, acceptability, awareness, and affordability of products for rural customers given challenges of infrastructure, communication, and banking access. The importance of developing the rural market is that it leads to reduced urban burden, economic growth, jobs, improved living standards, and balanced development.
Introduction to Rural marketing
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.
Rural and urban marketing comparetive analysis
This document compares and contrasts rural and urban marketing in India. It finds that while the urban population makes up 27% of India's total, the rural population accounts for 73% and is spread across 570,000 villages. Rural markets remain largely untapped and are growing faster than urban ones at 25% annually. Many major consumer brands generate 40-60% of their revenues from rural areas now, showing the economic potential of rural consumers. Both markets present opportunities but also challenges - rural markets require strategies for transportation, literacy and tailored promotion while urban markets face high competition and expenses. Overall, the future is promising for marketers who understand rural dynamics and can successfully reach rural consumers.
Rural and urban marketing comparetive analysis
This document compares and contrasts rural and urban marketing in India. It finds that while the urban population makes up 27% of India's total, the rural population accounts for 73% and is spread across 570,000 villages. Rural markets remain largely untapped and are growing faster than urban ones at 25% annually. Many major consumer brands generate 40-60% of their revenues from rural areas now, showing the importance of rural marketing. Both markets present opportunities but also challenges - rural markets face issues like traditional mindsets, lack of infrastructure and education while urban markets see high competition and expenses. The future potential of rural marketing is seen as very promising if marketers understand rural dynamics and consumers.
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Review of Rural Marketing in India and Innovations in Rural Marketing
Review of Rural Marketing in India and Innovations in Rural Marketing
Rural marketing challenges, opportunities & strategies
Rural marketing challenges, opportunities & strategies
Marketing practices by fmcg companies for rural market shailu (2)
Marketing practices by fmcg companies for rural market shailu (2)
Marketing practices by fmcg companies for rural market shailu (2)
Marketing practices by fmcg companies for rural market shailu (2)
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Getting started
Dropbox is a free service that allows users to access and sync files across all of their devices. Any file saved to the Dropbox folder on a computer is automatically synced to all other computers, phones, and the Dropbox website. The Dropbox folder works just like any other folder but syncs file changes in real-time. Users can drag and drop files into their Dropbox folder to upload and access them from any device.
7 ps of service marketing
The 7 P's of marketing are: 1) Product, 2) Place, 3) Price, 4) Promotion, 5) Physical environment, 6) Process, and 7) People. The document discusses each of the 7 P's, with Product focusing on the benefits provided to customers, Place emphasizing the location and ambience of service delivery, and Price ensuring the customer receives better value than monetary cost. Promotion communicates benefits to influence interest, while Physical environment and Process work to enhance service use and delivery. People are both the customers utilizing services and employees interacting with customers.
Consumer beh 2
Market segmentation is the process of dividing a market into distinct groups of consumers based on characteristics like geography, demographics, psychographics, or behaviors. This allows marketers to target specific segments with tailored marketing mixes. Effective market segmentation identifies segments that are identifiable, sufficiently large, stable, and accessible. Marketers can pursue concentrated, differentiated, or counter-segmentation strategies to target segments.
Consumer beh 2
Market segmentation is the process of dividing a market into distinct groups of consumers based on characteristics like geography, demographics, psychographics, or behaviors. This allows marketers to target specific segments with tailored marketing mixes. Effective market segmentation identifies segments that are identifiable, sufficiently large, stable, and accessible. Marketers can pursue concentrated, differentiated, or counter-segmentation strategies to target segments.
Rural markets in india
The rural market in India accounts for 74.3% of the total population and generates over half of the country's income, as rural areas comprise the majority of consumers. Rural marketing can be classified into markets for consumer goods and agricultural inputs. While government programs have improved conditions, rural regions still have low literacy and income alongside traditional values, posing impediments to development. The vast rural market remains largely unexploited and offers significant opportunities.
Session 1 & 2
The document discusses India's diverse demographics and the definitions of rural and urban areas used in Indian censuses. It notes that India has over 2000 ethnic groups and major religions represented. It also explains that rural areas are defined as villages, while urban areas must have a population over 5,000, density over 400 per square km, and at least 75% of males working in non-agriculture. Census data from 2001 is presented showing the rural-urban population distribution in India.
Know your market
The document discusses India's diverse demographics and rural-urban landscape. It notes that India has over 2000 ethnic groups and major religions represented across its 28 states and 7 union territories. Rural areas are defined by revenue villages, which may contain multiple hamlets, while urban areas are defined by population thresholds and economic activity. Census data from 2001 shows India was 72.2% rural by population at that time. Rural areas are becoming less dependent on agriculture as industry and services grow in the rural economy.
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Rural definition
- 2. RURAL MARKETING REQUIRES A SEPARATE AREA OF STUDY WE TREAT URBAN AND RURAL AS SEPARATE BECAUSE OF THE DIFFERENCES IN THE BEHAVIOUR OF THE RURAL AND URBAN CONSUMERS THEREFORE THE DEFINITION OF RURAL MARKETING IS BASED ON CONSUMER BEHAVIOUR
- 3. THE SUBJECT OF RURAL MARKETING HAS RELEVANCE BECAUSE OF THE NEED TO HAVE A DIFFERENT MARKETING APPROACH NECESSITATED BY VARIATIONS IN CONSUMER BEHAVIOUR AND IN COME LEVELS AS ALSO DIFFERENCES IN THE MACRO- AND MICRO- ENVIRONMENT OF CONSUMERS LOCATED IN RURAL AREAS
- 4. IMPORTANT ASPECTS OF THE MICRO-ENVIRONMENT ARE THE TYPE OF CHANNELS AVAILABLE IN SERVING RURAL MARKETS ALSO THE TYPE OF MEDIA AVAILABLE TO PROMOTE PRODUCTS IN RURAL MARKETS THE TYPE OF INFRASTRUCTURE IN RURAL AREAS HAS IMPLICATIONS FOR MARKETERS
- 5. THE GEOGRAPHICALLY SPREAD-OUT NATURE OF MARKETS ALSO REQUIRES DIFFERENT APPROACHES TO THESE MARKETS A SIMPLE METHOD OF DIFFERENTIATING URBAN AND RURAL AREAS IS TO EXAMINE THE NOTIFICATION OF THE SETTLEMENT MADE BY THE CONCERNED STATE GOVERNMENT
- 6. HOMEWORK CHECK-OUT ON NOTIFICATIONS SUCH AS ‘TOWN PANCHAYATS’, ‘TOWN COMMITTEES’, AND ‘MUNCIPAL BODIES’ THE CRITERION WE WILL THUS USE IS THAT OF THE INDIAN CENSUS – RURAL IS DEFINED AS ‘THET WHICH IS NOT URBAN’, BASED ON FOLL. CRITERIA :
- 7. URBAN A MINIMUM POPULATION OF 5,000 POPULATION DENSITY OF AT LEAST 400 PER SQ. KM. 75 % OR MORE OF MALE WORKING POPULATION ENGAGED IN NON-AGRICULTURAL EMPLOYMENT THESE ARE TERMED AS ‘CENSUS TOWNS’
- 8. DEFINITION RURAL MARKET IS ,THEREFORE, THE SET OF CONSUMERS WHO ARE LOCATED IN RURAL AREA AND WHO EXHIBIT BEHAVIOUR THAT IS DIFFERENT FROM BEHAVIOUR OF CONSUMERS IN URBAN AREAS
- 9. THE MARKETING ISSUES AND, THEREFORE, THE MARKETING DECISIONS IN SERVING THE RURAL MARKETS VARY CONSIDERABLY COMPARED TO MARKETING FOR THE URBAN CONSUMER
- 10. THE USE OF GEOGRAPHY TO DEFINE RURAL MARKETS IS RELEVANT FROM THE PERSPECTIVE OF THE MARKETING MANAGER THE GEOGRAPHICALLY SPREAD OUT MARKETS ALSO REQUIRES DIFFERENT APPROACH TO THESE MARKETS THAN THE ONES SUITABLE FOR THE URBAN MARKETS