Change ), You are commenting using your Google account. Culture, language, religion, caste and social customs are some other important variables for profiling a rural customer. ( Log Out / It can be said that marketing is not different, but markets (buyers and users). Now customize the name of a clipboard to store your clips.
Astonishingly, as per the census report 2003-04, there are total 638365 villages in India in which nearly 70% of total population resides; out of them 35 % villages have more than 1000 population. ADVERTISEMENTS: These are: i. Thus, rural marketing is an application of marketing fundamentals (concepts, principles, processes, theories, etc.) The emergence of rural markets as highly untapped potential emphasizes the need to explore them. Rural people are fond of music and folklore. Clipping is a handy way to collect important slides you want to go back to later. In more specific words: Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants, and also to achieve organizational objectives. Consumption patterns differ according to income levels. Prohibited Content 3. See our Privacy Policy and User Agreement for details. Plagiarism Prevention 4. In some aspects, both rural and urban customers behave in homogeneous pattern. Rural per capita consumption expenditure grew by 11.5 per cent while the urban expenditure grew by 9.6 per cent. Rural marketing in Indian economy can be classified under two broad categories. Change ), You are commenting using your Facebook account. Thus, it is important to study the thought process that goes into making a purchase decision, so that marketers can reach … ‘Rural marketing’ is similar to simply ‘marketing.’ Rural marketing differs only in terms of buyers. View all posts by relivingmbadays 2 Comments Anonymous says: July 22, 2013 at 12:05 am I love to share understanding that will I have … Rural definition, of, relating to, or characteristic of the country, country life, or country people; rustic: rural tranquillity. A marketer needs to be aware of these influences that can effect changes in the rural customer’s consumption patterns. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. Next Changing Patterns of Rural Demand – Reasons. The concept of rural marketing in India is often been found to forms ambiguity in the mind of people who think rural marketing is all about agricultural marketing. It may differ depending on the upbringing, lifestyles and level of development. RURAL CONSUMER BEHAVIOR “There is an invisible market waiting at the bottom of the world economic pyramid”- C.K Prahalad 2. Image Guidelines 5. The market for consumer goods that comprise of both durable and non-durable goods, ii. The main objective is to provide electricity for agricultural operations and for small industries in rural areas. So, the term can be defined as: When marketing activities are undertaken for rural segments, it is turned as rural marketing and the management is called rural marketing management. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Definition of Rural. Disclaimer 9. Marketers over the past few decades, with innovative approaches, have attempted to understand and tap rural markets. TOS 7. 2. In India, leaving out a few metropolitan cities, all the districts and industrial townships are connected with rural markets. The rural market in India generates bigger revenues in the country as the rural regions comprise of the maximum consumers in this country. Share this: Share; Like this: Like Loading... Related. At the same time, we must note that increasing literacy rate, improved sources of income, awareness due to improved and increased means of communication and transportation, high rate of mobility within and between countries due to liberalization and globalization, and many other such reasons, some customers are likely to be identical. So, there are dangers on concentrating more on the rural customers. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. 6. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. At last, we can say: Rural marketing is the marketing for the customers residing in rural areas. A Crisil report said rural India should fare better than urban areas because of higher proportion of essential products consumed, government doles, eased restrictions on agriculture activities, and likelihood of a normal monsoon. It involves designing marketing programme (4P’s) to arrive at desired exchange with the rural customers that satisfies their needs and wants. A company has to take intense care while targeting them. It refers to a small settlement, which is outside the boundaries of a city, commercial or industrial area. About 5 lakh villages (77%) have electric supply and this has increased the demand for electric supply and this has increased the demand for electric motors, pumps and agricultural machinery. Published by relivingmbadays. And then there are television, radio and video films. In rural areas a popular form of entertainment is the ‘Tamasha’ and ‘Nautanki’. There is a tremendous potential for consumer durables like two-wheelers, small cars, television sets, refrigerators, air-conditioners and household appliances in rural India. Content •Introduction •HUL Lifebuoy Case •Buying decision process •Factors influencing Decision making process •Buyer characteristics •Buying behavior pattern •Brand loyalty •Innovation adoption
The market for consumer goods … Rural Consumer Behaviour Villagers react differently to different products, colours, sizes, etc. I love to share understanding that will I have accrued through the 12 months The rich rural consumers may think twice to spend on luxuries despite having sufficient funds, whereas the urban consumers may even take bank loans to buy luxury items such as cars and household appliances. Learn more. to assist enhance team performance. If you wish to opt out, please close your SlideShare account. As of this date, Scribd will manage your SlideShare account and any content you may have on SlideShare, and Scribd's General Terms of Use and Privacy Policy will apply.
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