Over the past few years, business leaders and strategists around the world have increasingly been focusing their attention on the challenges of intense competition and slowing growth in high income markets. This has led many of them to reconsider the potential of emerging and low income markets. Rising purchasing power, changing consumption patterns, increased access to information and communication technology, improving infrastructure and government initiatives to boost the main constituent of Indian BOP market I, e Rural/Rur-ban markets. Shifts in occupation towards more predictable income streams have led to creation of new consuming class. There is increased need for products and services to reach these consumers spread across a wider geography and higher disposable incomes.…
Each rural market segment has certain special features i.e. they share common life-style traits.They include village sports, religious events, prominent personalities and role models. Examples:Texduring summer festivals in villages and Consumer goods saffron sponsoring Kabaddi.…
high production of fruits, spices and cashew in the recent past but could not fetch…
Marketers need to understand the psyche of the rural consumers and then act accordingly. Rural marketing involves more intensive personal selling efforts compared to urban marketing. Firms should refrain from designing goods for the urban markets and subsequently pushing them in the rural areas. To effectively tap the rural market, a brand must associate it with the same things the rural folks do. This can be done by utilizing the various rural folk media to reach them in their own language and in large numbers so that the brand can be associated with the myriad rituals, celebrations, festivals, "melas", and other activities where they assemble.…
Present research paper entitled “Rural Marketing -- Potentials and Strategies for Durables – A Study in Ghaziabad District”. is mainly based on the hypothesis that, there is a vast potential of marketing of durable goods in rural areas of the country, which is increasing day by day. In India where about 70% population resides in the rural areas and nearly half of the national income is generated by…
Also the company can think of launching the product in urban market and selling at the current selling price of the product. This may incur losses if the product fails in urban market but the rural market will get influenced by the fact that it is available in urban market and also the price in rural market is less than…
In the 21st century, rural India has evolved in a big way. The growing literacy rates, rising income levels, increasing purchasing power and consumption levels of people have grabbed the attention of corporates, who have erstwhile wooed urban consumers to buy their products. As of 2009, rural regions are flocked by big companies like Coca-Cola, Nokia, HUL, LG, Bharti Airtel, ITC, Bajaj Allianz and Godrej. Over the years, these companies also realised the need to develop rural regions as a key for their growth as well as the nation's economic development. In the process of charting out ways for market-based development, they partnered with MFIs to expand their network. These MFIs, acting as distributors to the companies, are benefitting them by enhancing their brand visibility in rural areas, helping them in tapping more rural consumers, save distribution costs, etc.…
-- Rural India is clearly not such an area of darkness anymore, and as a further incentive…
The term ‘Rural’ can be characterized by two different features. First, rural people live in a farmstead. The number of houses varies from 5,00 to 10,000. Second, most of the people depend on the agriculture for their livelihood, thus spending most of their working hours on farms. As per these criteria nearly 95 per cent of the total geographical area of India constitutes rural area, in which around 70 % of the total population lives. Despite poverty and infrastructure inadequacy, these areas witness pleasing weather, unpolluted air, natural and scenic beauty, and unique culture, Along with lush green crop fields, which are of great attraction…
Rural marketing differs from agricultural or consumer products marketing in terms of the nature of transactions, which includes participants, products, modalities, norms and outcomes. The participants in case of Rural Marketing would also be different they include input manufacturers, dealers, farmers, opinion makers, government agencies and traders. The existing approach to the rural markets has viewed the markets as a homogeneous one, but in practice, there are significant buyer and user differences across regions as well as within that requires a differential treatment of the marketing problems.…
The rural markets, which were earlier ignored by most of the big international market players, are now being seen as a land of great business opportunity. As the disposable income of the masses is growing, more and more corporate houses are entering into the rural markets with their new goods and products. Due to this marketing for rural consumers is becoming more complex. In a country like India, where a substantial number of the rural people are living below the poverty line, having high level of unemployment and poor literacy level; consumer awareness continues to remain low. Several studies have shown that rural consumers are generally ignorant and also unorganized. Under these circumstances, the sellers or the manufacturers, exploit the consumers.…
GONE ARE the days when a rural consumer went to a nearby city to buy branded products and services. Time was when only a select household consumed branded goods, be it toothpaste or soap. There were days when big companies flocked to rural markets to establish their brands. Today, rural markets are critical for every marketer - be it for a branded shampoo or an automobile.…
The changes that are happening in rural areas are very important. This is because the countries which have high percentage of rural population tend to be the poorest due to the fact that, the majority of the population lives in rural areas. For instance, the Census 2001 in India indicates that, at all India level, the total population consists of 37.1% rural males, 35.08 % rural females, 14.64 % urban males and 13.18 % urban females.…
This section deals with literatures under the following themes: Definition of rural non-farm activities, determinants of rural non-farm activities, challenges of rural non-farm activities and the contribution of rural non-farm activities to poverty reduction.…
Rural development generally refers to the process of improving the quality of life and economic well-being of people living in relatively isolated and sparsely populated areas.[1] Rural development has traditionally centered on the exploitation of land-intensive natural resources such as agriculture and forestry. However, changes in global production networks and increased urbanization have changed the character of rural areas. Increasingly tourism, niche manufacturers, and recreation have replaced resource extraction and agriculture as dominant economic drivers.[2] The need for rural communities to approach development from a wider perspective has created more focus on a broad range of development goals rather than merely creating incentive for agricultural or resource based businesses. Education, entrepreneurship, physical infrastructure, and social infrastructure all play an important role in developing rural regions.[3] Rural development is also characterized by its emphasis on locally produced economic development strategies.[4] In contrast to urban regions, which have many similarities, rural areas are highly distinctive from one another. For this reason there are a large variety of rural development approaches used globally.…