Government support in promoting a diverse economic rural activity in addition to agriculture, such as tourism and vacationing, agronomic processing, industry and various services.
Interestingly, in many products, rural consumption now accounts for a larger share than urban. The haats are basically a gathering of the local buyers and sellers.
They believe in the present and lack ambitions. Normally they place frequent orders of small in size. This signals problems as well as opportunities for the marketer.
The main reason why the companies are focusing on rural market and developing effective strategies is to tap the market potential, that can be identified as follows: A weight was decided upon for each facility based on the relative importance of that facility in indicating the extent of development of the village.
What is not known perhaps is that products like shampoo, toothpaste and talcum powder, and durables like electric irons, bicycles, mopeds, scooters, and motorcycles have joined this category in recent years.
The rural market in India is vast and scattered, and offers a plethora of opportunities in comparison to the urban sector. The service class comprises just 13 percent of the rural households but owns 30 to 40 per cent of these durables.
Features of Rural Marketing: Support and development of the agricultural landscape. Large and scattered population: The marketing mix elements are to be adjusted according to the requirements of the rural consumers. Most village customers consider tastes rather than usefulness in long run. There is also a movement of rural products within rural areas for consumption.
They do not prefer changes. The rural market has been growing steadily over the past few years and is now even bigger than the urban market. The rural consumer values old customs and traditions. Rural prosperity and discretionary income with rural consumers are thus linked to sizeable extent with agricultural prosperity.
It varies on various parameters, such as availability of health and education facilities, availability of public transport, electricity. Rural consumers are diverse in terms of religious, social, cultural and linguistic factors. As such, the earlier practice of bracketing all rural consumers as people with a tradition-bound lifestyle does not hold good in the new context.
The barter system was quite prevalent, which still continues in a number of places even today. In absolute numbers, already there are more literate people in rural India Organic demographic growth that is manifested in expansion of already existing settlements while strengthening both veteran and new communities.
Price-related features of rural segments include: Culturally a Diverse and Heterogeneous Market: It covers the maximum population and regions, and thereby, the maximum number of consumers.
A number of aspects as shown below need to be emphasized specifically with regard to rural literacy. The rural population is highly scattered, but holds a big promise for the marketers.
The rural market is growing steadily over the years.The marketing mix elements are to be adjusted according to the requirements of the rural consumers. separate sets of products are designed for rural consumers to suit the rural demands. 3. Department of Rural development under the Ministry of Rural Development has initiated many.
hair oil etc. E. is still in growth stage in rural market. Mostly, major part of rural market holds a very divergent pattern of reacting to marketing. So, marketer needs to design a specific marketing mix for the rural segments. For rural market, a marketing manager has three options – one is, to design marketing programme common for all types of.
1. Features of Rural Marketing: The main reason why the companies are focusing on rural market and developing effective strategies is to tap the market potential, that can be identified as follows.
For rural market, a marketing manager has three options – one is, to design marketing programme common for all types of customers; the second is, to design marketing programme purely for rural customers; and the third is, to design marketing programme for customers residing in rural but reacting as if they were global.
Features of Indian Rural Markets In this context, a special marketing strategy, namely, rural marketing has taken shape. Sometimes, rural marketing is confused with agricultural marketing – the later denotes marketing of produce of the rural areas to the urban consumers or industrial.
Features Of Rural Marketing. 1. Large and Scattered market: The rural market of India is large and scattered in the sense that it consists of over 63 crore consumer from 5, 70, villages spread throughout the country.Download