2. Objectives
To develop an understanding about the agriculture based rural
economy in India and to access the potential of rural markets for
durable and non-durable products
To understand the social dynamics and buying behavior of rural
consumers.
To develop insights about successful marketing strategies for rural
markets.
3. Course Content: Module -1
Introduction to Rural sector in India
Defining rural markets and rural marketing
The rural infrastructure
Cooperative Marketing and APMC
4. Course Content: Module -2
Characteristics of Rural Consumer and its behaviour
Consumer buying process and buying roles
Difference between rural and urban consumer behavior
Marketing Information System for rural market
Rural Marketing Research
Contract Farming
5. Course Content: Module -3
Segmenting rural markets
Product and brand positioning in rural markets
Product differentiation and branding strategies for rural market
Marketing of services to rural consumers
Rural Marketing strategy
6. Course Content: Module -4
Pricing and Promotional Strategies for Rural Market
Micro marketing
Distribution strategies for rural markets
Problems of Rural Marketing in India
7. Reference Books
▪ Rural Marketing Text and Cases, Krishnamacharyulu and
Ramakrishnan, Pearson Publication
▪ Rural Marketing, R.V. Badi, Himalaya Publication
▪ Rural Marketing, Kashyap Pradeep and Raul Siddhartha, Biztantra
Publication
▪ Rural Marketing concept and Practices, Dogra and Ghuman, McGrow
Hill Publication
