This document discusses rural marketing in India. It defines rural marketing and notes that villages make a high contribution to national income mainly through agriculture and related occupations. It outlines several key features of rural Indian markets including traditional customer attitudes, cultural diversity, low incomes, vast scattered markets, seasonal demand, and traditional lifestyles. Infrastructure is also noted to be less developed. Potentials for rural marketing include a growing population, rising literacy and prosperity, changing lifestyles and consumption patterns, and increasing demand for branded products. Overall the document provides an overview of characteristics and opportunities in India's large rural marketing sector.

1. Rural marketing in India
B.Com S2 University of Calicut
Dr. Shafeer P S,
Assistant professor in Commerce,
MES Asmabi college, P Vemballur, Mob: 9847250464

2. Meaning and definition of Rural marketing
◈ Marketing in Rural area
◈ High contribution of villages towards
national income
◈ Mainly income from agriculture and allied
occupations
◈ Asian paints is the first rural marketing
company in India
◈ Now, HUL has high market share in Rural
marketing
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3. Salient features of rural marketing in India
1. Customers
 Simple living
 Traditional attitude
 Innocent by nature
 High beliefs in religious and
customs
 Growing literacy rate
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4. Salient features of rural marketing in India
2. Cultural diversity
 Different language, religion,
culture, tradition and social
customs
 Reflection in the marketing
activities
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5. Salient features of rural marketing in India
3. Income level
 Low income group
 Living below poverty level
 Tendency to migrate to urban
areas
 Needs are low price and low
quality goods
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6. Salient features of rural marketing in India
4. Vast scattered markets
 Indian rural markets are bigger that
US/Russia markets
 It is very large
 Scattered and diverse
5. Seasonal demand
 income during harvest season
 Purchases are based on this
 Showing during festivals such Diwali,
Onam, Eid etc.
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7. Salient features of rural marketing in India
6. Market structure
 Private sole traders, co-operatives,
fair price shops etc.
7. Infrastructural facilities
 Transpiration
 Warehousing
 Communication networks
 Not developed transportation
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8. Salient features of rural marketing in India
8. Traditional life
 Governed by old customs
 Difficulty adapt new practices
9. Buying decisions
 Cautious in buying decisions
 Slow and delayed buying decisions
10. Spread of Cable TV
 Cable TV has major impact on Villagers
 Changes in life style and consumption
patterns
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9. Potentials of rural marketing in India
1. Growing population
 Population is growing
 In 2001 census, rural population was
74.16 Crores
2. Increasing literacy rate
 Increasing literacy rate
 Higher number of graduates than
Urban area
 Demand for non-farm products
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10. Potentials of rural marketing in India
3. Rising prosperity
 Income level increasing
 Central Govt. Schemes MGNREG
4. Growth in consumption
 Growing higher income class people
 White collar jobs
5. Changing life style
 Preference shifting on Cloths, Food habits
etc.
 Consumption higher money for non-food
items 10

11. Potentials of rural marketing in India
6. Higher market growth
 Growing rapidly
 Becoming attractive market
7. Less Expensive
 Not expensive compared with urban
marketing
 High initial expenses
 Good return on investment in long run
8. Lesser dependents on agriculture and Monsoons
 Now a days, increasing non-farming
sectors also 11

12. Potentials of rural marketing in India
9. Increasing demand for branded products
 Innovative & branded products getting more
demand
10. Increasing demand for branded products
 Promotion from Govt.
 Tax exemption
 Subsidy
 Concessions
 Incentives etc.
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13. Hello!
Any doubts?
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14. Thank you
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