Rural Marketing
RURAL MARKETING
Definition:-
Rural marketing can be defined as a function which manages all those activities in asserting,
Stimulating and converting the purchasing power of rural people into an effective demand for specific products and services thereby achieving the goals of the organisation.
Rural areas:-
Rural areas are large and isolated areas of an open country with low population density. A countryside refers to rural areas that are open.
Explain the nature and scope of rural marketing?
Ans: Meaning of Rural marketing:-
Rural marketing is promotion of a company’s products in the rural markets by using strategies which differ from that of the urban market. The rural market is more price-sensitive.
Nature of Rural market:-
1. Large, diverse and scattered market:-
Rural marketing in India is large and scattered into a number of regions. There are not many shops available to market products.
2. Major income of rural consumers is from agriculture:-
Rural prosperity is interlinked with agricultural prosperity. In the event of crop failure, rural income is directly affected.
3. Traditional outlook:-
Villages develop slowly and have a traditional outlook. Change is a continuous process but rural people accept it gradually. This is changing but it is changing, although slowly, due to literacy especially in the youth who have begun to change the outlook in the villages.
4. Standard of living and rising disposable income of the rural customers:-
It is known that majority of the rural population lives below the poverty line and has low literacy rate, low savings etc. Today, rural customers spend money to get value and are aware of the happenings around them.
5. Rising literary levels:-
It is a well documented fact that approximately 45% of rural Indians are literate. Awareness has increased and farmers are well informed about the world around them. They are also educating themselves on the new technology for a better life style.
6. Diverse socio
Definition:-
Rural marketing can be defined as a function which manages all those activities in asserting,
Stimulating and converting the purchasing power of rural people into an effective demand for specific products and services thereby achieving the goals of the organisation.
Rural areas:-
Rural areas are large and isolated areas of an open country with low population density. A countryside refers to rural areas that are open.
Explain the nature and scope of rural marketing?
Ans: Meaning of Rural marketing:-
Rural marketing is promotion of a company’s products in the rural markets by using strategies which differ from that of the urban market. The rural market is more price-sensitive.
Nature of Rural market:-
1. Large, diverse and scattered market:-
Rural marketing in India is large and scattered into a number of regions. There are not many shops available to market products.
2. Major income of rural consumers is from agriculture:-
Rural prosperity is interlinked with agricultural prosperity. In the event of crop failure, rural income is directly affected.
3. Traditional outlook:-
Villages develop slowly and have a traditional outlook. Change is a continuous process but rural people accept it gradually. This is changing but it is changing, although slowly, due to literacy especially in the youth who have begun to change the outlook in the villages.
4. Standard of living and rising disposable income of the rural customers:-
It is known that majority of the rural population lives below the poverty line and has low literacy rate, low savings etc. Today, rural customers spend money to get value and are aware of the happenings around them.
5. Rising literary levels:-
It is a well documented fact that approximately 45% of rural Indians are literate. Awareness has increased and farmers are well informed about the world around them. They are also educating themselves on the new technology for a better life style.
6. Diverse socio