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Rural marketing in India
1.
2. RURAL MARKETING
• Defined as any marketing activity in which one
dominant participant is from a rural area.
• Implies that rural marketing consists of
marketing of inputs (products or services) to
the rural as well as marketing of outputs from
the rural markets to other geographical areas.
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3. RURAL MARKETING IN INDIA
• The concept of rural markets in India is still in evolving shape,
and the sector poses a variety of challenges.
• Rural marketing constitutes the nerve center of rural
development activities.
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4. FEATURES OF RURAL MARKETING IN
INDIAN ECONOMY
• Large & scattered market
• Changing the demand pattern
• Major income comes from agriculture
• Low standard of living
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5. CHALLENGES IN RURAL MARKETING
• Low literacy
• Seasonal demand
• Transportation
• Distribution
• Communication problems
• Media for promotions
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6. REASONS FOR IMPROVEMENT OF
BUSINESS IN RURAL AREA
• Socio-economic changes
• Literacy level
• Infrastructure facilities
• Increase in income
• High expectations
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7. STRATEGIES FOR RURAL MARKETING
• Product strategies
• Pricing strategies
• Distribution strategies
• Packing strategies
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10. DISTRIBUTION STRATEGIES
• Through co-operative societies
• Public distribution systems
• Distribution up to feeder markets
• Multi purpose distribution centre
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12. EMERGING TRENDS IN RURAL
MARKETING
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Online rural market
Information through different dealers
Cost benefit analysis
Need based production
Market driven extension
Processing industry
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15. PROBLEMS RELATING TO RURAL
MARKETING
• Lack of infrastructure
• Not encouraging new thinking & new products
• Lack of proper physical communication
• Inadequate media coverage
• Many languages & dialects
• Electrification
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16. SUGGESTIONS FOR RURAL
MARKETING IN INDIA
• The government should encourage private
shopkeepers & co-operative stores to come forward &
establish there business in rural areas.
• Some of the leading companies must delivery vans in
rural areas for resolving the distribution problems.
• The companies must take care about the recruitment &
selection of sales persons who are willing to work in
rural areas. {local language & patience}
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17. • With reference to marketing communication in rural
areas the companies should use the organized mediamix policy.
• Rural people need awareness classes & demonstrations
for better understanding
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22. CONCLUSION
• The rural marketing in India is quite
fascinating and challenging.
• Large scope for the marketers. Improvement
in infrastructure and reach promise a bright
future for those intending to go rural.
• Rural market is not exploited completely and
is yet to be explored.
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