Rabina YesminSYBMS2002

What Is Rural Marketing ?

Rural

Marketing

The action or business of

promoting and selling products or services, including

market research and advertising.

SCOPE OF RURAL MARKETS

• Higher Purchase Power.• Infrastructural Facilities.• Media Exposure.• Changing Face of Rural

markets.• Rise Of Alert Buyers.• Decision Making Units.

RURAL CONSUMER PROFILE:

Educational profile.Low income levels.

Occupation.Media habits.

Brand conscious consumer.

Value of money.

RURAL MARKETING

ENVIRONMENT

1-Demographic Environment

Education & the level of demand.(approx. 60% of the population lies below the

middle education level). Housing pattern (Family structure).

(Today 40% of rural houses are pucca).

Occupational pattern.(3/4th of rural household heads are either

cultivators or wage earners).

2-Economic EnvironmentIncome (the higher-income

class in rural has grown 60% over the last 10 years).

Expenditure (per capita consumption expenditure is rural has increased 4 times over the last 20 years).

Saving (out of 138 million, 42 million rural household availing banking services).

3-Social & Cultural

Environment.

4-Political Environmen

t..

5-Technological Environment.

Characteristics of rural consumer that affect the buying process

Age & Life-cycle stage.Occupation.Purchasing power. Lifecycle.Personality & self concept.Psychological factor.Beliefs & Attitudes.