1. The document discusses rural marketing in India, noting that rural markets are large but scattered, heterogeneous, and have lower standards of living compared to urban areas. 2. It identifies several opportunities in rural markets, including rising rural prosperity as incomes become more reliable and dependent on non-agricultural sectors, and increasing rural consumption and marketing efforts by companies. 3. However, the document also notes several challenges to rural marketing like poor infrastructure, understanding diverse rural consumer behaviors and communication barriers, and the high costs associated with reaching widespread rural populations.

1. Unit I Introduction to rural market : Rural market- profile- characteristics of a rural consumer – Opportunities and challenges from rural markets- fake encounters in rural areas..

17. Per capita income in rural and urban areas

62. Rural products

68. High involvement Low involvement Significant differences among brands Complex buying behaviour (expensive, may difference in brands like computer, automobile) Variety seeking buying behaviour (less expensive and frequently purchased, experience – size,smell, sound, touch, ice crea, confection) per yr India – 6 brand, america -2 brand Few difference among brand Dissonance reducing behaviour(expensive,but few different like social products- furniture) Habitual buying behaviour(low cost, frequently purchased –salt,soap,-exception in cigaretter- brand preference is more)

71. Postpurchase Behavior Purchase Evaluation of Alternatives Information Search Need Recognition Cultural, Social, Individual and Psychological Factors affect all steps

72. Post purchase behaviour ? Cognitive Dissonance ? Did I make a good decision? Did I buy the right product? Did I get a good value? ?

87. Saluting the spirit of women empowerment Fair & Lovely Foundation offers honoured .

89. Unilever Sustainable Living Plan Unvei led We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.

93. WALL PAINTING – An Economical and best Media in Rural Marketing

94. MOBILE VAN – An Effective way of Communication

157. High frequency Low frequency High reach Jeep, wall painting, bus stand , haat, hoarding Van based advertising , melas, direct to home, exhibitions/ created events Low reach Co operative notice, shop front painting, tin plating – calender / label Tin plating – trees / shop leaflets, posters and banners , danglers