Presentation On

Rural Marketing
Presented By, Aruna Lambha (Roll no.45)

Table of Contents

Meaning of rural marketing Products to rural markets Products from rural markets Basic Features of Rural markets Key difference between rural and urban consumer Challenges in rural marketing Attractiveness of rural market Sales Force Management Conclusion

Meaning of rural marketing

Definition:

Rural Marketing can be defined as any marketing activity in which one dominant participant is from a rural area. Marketing of inputs(products and services) to rural markets Marketing of outputs from rural markets Does not mean merely agricultural marketing

Products to rural markets

Fast moving consumer goods Consumer durables Automobiles Farming equipments & machinery Seeds Fertilizers Pesticides Products for personal & family use

Products from rural markets

Food grains Spices Fruits & vegetables Milk Poultry products Handloom Pottery Handicrafts Products from Cottage Industries

Basic Features of Rural markets

Low purchasing Power/per capita income 60% income from agriculture Seasonal demand due to seasonal income source 28% literacy rate compared with 55% of the whole country Bounded by tradition,culture,religion & community Geographically dispersed

Key difference between rural and urban consumer

Rural Consumer Primary activities: Agriculture,fishing & forestry Low literacy level Computer literacy very low

Joint families Family earnings heavily dependent on: Males Conservative & Tradition bound

Urban Consumer Primary activities: Manufacturing, trade & services High literacy level Computer literacy Comparatively high Nuclear families Family earnings dependent on: Males & Females both Sophisticated & Cosmo Cultural

Challenges in rural marketing

Different characteristics, behavior & buying pattern of rural consumers Low literacy level Lower computer literacy Poor network connections Inadequate physical infrastructure Poor availabilities of electricity Weak banking system Inadequate storage & transportation facilities

Attractiveness of rural market

Largely unexploited and untapped Increase in income after green revolution Increasing in education level Growing interaction with urban area Urban market has become congested with too many competitors Urban market has reached a near saturation point Brand loyal customers in urban, first time users in rural

Sales Force Management

What a salesman requires to be in rural markets: Willingness to be located in rural areas Knowledge of and fluency on local language Cultural congruence Ability to interact with & to convince rural consumers Attitude factors: patience and perseverance Good demonstration Skills

Conclusion

The rural markets in India have great potential Rural markets are growing faster than urban markets