This document discusses rural marketing and consumer profiles in India. It notes that rural India houses 75% of new factories and accounts for 70% of new manufacturing jobs. Rural marketing involves marketing inputs and outputs between rural and other areas. Rural consumers have characteristics like low literacy, lower income, brand loyalty, and rely on interpersonal communication. Their buying behavior includes high involvement in purchases, buying in small frequent quantities, valuing quality and functionality, and being influenced by local leaders. Successful rural marketing strategies should consider the 4Ps of marketing - product, price, place, promotion as well as the 4Cs of customer needs and 4As of marketing actions. The document examines products that flourished or failed in rural Indian markets.

1. Rural Market &
Consumer Profile
(INDIA)

2. INTRODUCTION:
The term ‘rural marketing’ -- a term used for the people
who deal with rural people in one or many other ways.
 Rural India housed 75
 Rural India housed 75
per cent of all new
per cent of all new
factories built in India in
factories built in India in
the last decade.
the last decade.
 Factories in rural
 Factories in rural
regions currently account
regions currently account
for about 70 per cent of all
for about 70 per cent of all
new manufacturing jobs.
new manufacturing jobs.
Rural Marketing is defined as any marketing
Rural Marketing is defined as any marketing
activity in which the one dominant participant is
activity in which the one dominant participant is
from a rural area. This implies that rural
from a rural area. This implies that rural
marketing consists of marketing of inputs to the
marketing consists of marketing of inputs to the
rural as well as marketing of outputs from the
rural as well as marketing of outputs from the
rural markets to other geographical areas. ...
rural markets to other geographical areas. ...
 In incremental terms,
 In incremental terms,
spending in rural India
spending in rural India
during the period 2009–
during the period 2009–
2012 rose by US$ 69
2012 rose by US$ 69
billion to urban India’s
billion to urban India’s
US$ 55 billion.
US$ 55 billion.

3. CLASSIFICATION (RC) :

4. Rural Consumer Profile:
1. Size
2. Location
3. Low Literacy
4. Rural Income
5. Rural Savings

5. 6. Reference Group
7. Occupation
8. Media Habits
9. Brand Loyalist
10. High Degree of Involvement (check
& re-check)
11. Inter-Personal Communication

6. Buying Behavior(RC):
 The rural consumer has a very high
involvement in any product
purchased.
 Purchases products more often
(mostly weekly), usually in small
quantities.
 Is very quality conscious & value
for money is of prime importance.
 Looks more for functionality of the
product.

7.  Is brand loyal. Once loyalty formed
is difficult to dislodge.
 He understands symbols and colors
better, and looks for endorsement by
local leaders or icons.
 The source of information is critical
for him.
 Purchasing decisions taken by the
eldest member of the family.
 Brisk buying is done after the
harvesting period. Major purchasing
is done during the festivals.
 Usually buyer is different from the
user.

9. Market Penetration Strategies
(4C’s, 4A’s, 4P’s):

10. Products that flourished…

11. Products that failed…
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