Rural marketing environment 1
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The rural marketing environment in India has several key characteristics: 1. The rural market is huge, with over 63 crore consumers spread across 5.7 lakh villages across the country, but it is also scattered and isolated due to poor infrastructure. 2. Rural consumers have traditionally low standards of living, are attached to traditional customs, and have diverse socioeconomic disadvantages across regions. 3. Infrastructure like transportation, warehouses, and communication facilities is inadequate in most rural areas, making physical distribution of goods difficult and costly.
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This document discusses rural marketing in India. It begins by outlining the nature of Indian rural markets, noting they are large, diverse, and scattered. It also discusses that rural prosperity is tied to agriculture and standard of living is rising. Some myths about rural markets are then debunked, such as the notion they are homogeneous or have low disposable income. The document concludes by examining major problems of Indian rural markets like underdeveloped infrastructure, low literacy rates, prevalence of local brands, and different thinking patterns compared to urban areas.
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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.
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The document discusses segmenting rural consumers and the bases for rural market segmentation. It identifies that rural consumers are heterogeneous and segmentation is needed. It outlines socioeconomic, geographic, psychographic, and consumer behavior factors for segmentation. The Thompson Rural Market Index is also summarized, which assesses rural market potential across 26 factors for 355 districts in India.
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“Retailing includes all activities involved in selling goods or services directly to final consumers for personal , non business use.” - Philip Kotler
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This document discusses rural marketing in India. It begins by outlining the nature of Indian rural markets, noting they are large, diverse, and scattered. It also discusses that rural prosperity is tied to agriculture and standard of living is rising. Some myths about rural markets are then debunked, such as the notion they are homogeneous or have low disposable income. The document concludes by examining major problems of Indian rural markets like underdeveloped infrastructure, low literacy rates, prevalence of local brands, and different thinking patterns compared to urban areas.
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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.
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1. The document discusses rural marketing in India, defining rural areas as villages with populations under 5,000 and where 75% of males work in agriculture.
2. It outlines key features of rural markets like their large, scattered size; diverse socioeconomic backgrounds; changing demand patterns; and infrastructure challenges. Rural incomes primarily come from agriculture and standards of living are generally low.
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- Rural consumers have different characteristics than urban consumers in terms of occupation, income sources, media access, and brand awareness. Successful rural marketing requires understanding rural consumer behavior.
- Segmenting the rural market by factors like geography, demographics, and behaviors is important for effective targeting and positioning of products. Companies must consider
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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.
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- The rural market size is large and growing steadily, with many non-food products now common in rural areas. For some products, rural consumption exceeds urban.
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- Le
Rural development
Rural development aims to improve the economic and social lives of rural communities through collective efforts between rural people and government authorities. It is a process of change that enables rural communities to fully contribute to national programs and improve their conditions. Rural development faces challenges including poor infrastructure, understanding diverse rural consumer mindsets, high promotion costs due to distance and dispersion, and lack of competence among urban-based marketing staff.
Rural Marketing
This document discusses rural markets in India, with a focus on the Mewat region. Some key points:
- Rural areas account for 72% of India's population but have low infrastructure development and literacy.
- The rural telecom market in Mewat has low penetration rates, with 1-2 mobile phones per family of 8 members who recharge about once every 10-15 days.
- Reaching rural consumers and distributing products in these areas presents significant challenges due to low population densities, socio-cultural factors, and lack of infrastructure and distribution channels.
- Developing an effective rural communications strategy using local languages and traditions is important to market products and services in rural India.
RURAL MARKETING DOCUMENTARY@RAVENSHAW UNIVERSITY AVILASH MOHAPATRA
This document discusses rural marketing strategies in India. It notes that rural markets offer large potential due to their size and growing incomes. However, rural consumers have different behaviors and needs than urban consumers due to factors like lower literacy, occupation in agriculture, and lack of infrastructure. Successful rural marketing requires understanding these differences and segmenting the rural market. Strategies discussed include developing small, affordable product packages; sturdy products that can withstand infrastructure issues; and promoting brands through local leaders.
Rural marketing
The presentation on rural marketing with which we won the national level paper presentation FUTECH 2012. and appreciated for being innovative, and thinking out of the box
Rural Retail (Research Paper)
This document discusses rural retailing in India and the opportunities it presents. It notes that while urban markets were initially the focus, they became saturated forcing companies to look to rural markets. Rural markets account for 70% of India's population and present significant potential for growth. Characteristics of rural markets include increasing incomes, literacy rates, and family sizes. This has led to rising consumption, especially of factory produced goods, in rural areas presenting lucrative opportunities for retailers.
India’s next big thing the rural market
This document discusses the rural market in India. Some key points:
- Rural India constitutes 69% of India's population and has seen growing incomes and consumption.
- Rural markets now account for significant portions of sales across many product categories like FMCG goods, motorcycles, cigarettes.
- Factors driving rural market growth include increasing rural incomes, education levels, IT and infrastructure development, and government policies promoting rural development.
- Reaching rural consumers requires tailored marketing strategies that consider local languages, culture, purchasing behaviors. Promotions through TV, word of mouth, and community events are important.
- Some companies have found success targeting rural consumers through affordable product sizes, distribution models, and relevant celebrity
Rural marketing
Rural marketing in India has evolved over several phases from agricultural marketing to marketing of inputs and now all products and services. It faces many challenges including low literacy, income and infrastructure in rural areas. However, the rural market also has great potential due to its large population and rising prosperity. Successful rural marketing requires understanding rural consumers, improving infrastructure, and employing appropriate media and promotion strategies tailored to rural needs and culture.
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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Social entrepreneurship series: Product distribution in Rural India
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RURAL MARKETING DOCUMENTARY@RAVENSHAW UNIVERSITY AVILASH MOHAPATRA
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Rural marketing challenges, opportunities & strategies
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
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