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Out of these 50% share a very small population of less than 500 and alimited purchasing power.
Many of these villages dont even have asingle shop.
In the second category there are 2,50,000 villages with a population between 500-2000. There
are at least 5 shops per village.
Lastly there are 60,000 villages with a population of more than 2000.
Companies should try and focus on the last two categories more asthey have high potential.
Regional disparities heavily influenceeconomic development, social interaction patterns,
mobility patternsand awareness levels.
There is a cutthroat competition in urban markets, which have reacheda stage of saturation.
New tax structures, good monsoons, the green revolution and theAdminist
e r e d P r i c i n g M e c h a n i s m ( A P M ) h a v e r a i s e d d i s p o s a b l e incomes in rural areas.
It is ironic that rural people spend so lavishly on weddings, ceremoniesand festivals amidst
deficiency.
Nearly 45% of rural Indians are literate out of which 59% are men and31% are women.
F a r m e r s a r e r e m a r k a b l y w e l l i n f o r m e d a b o u t t h e c h a n g i n g w o r l d around them.
The increased enrolment in schools has also generated a wave of ruraldemand for lifestyles and
aspiration products. Hence, one cannot makegeneralizations about Indian Rural
Markets.5 ) S p r e a d o f C a b l e Tel e v i s i o n :
T h e g r o w t h o f s a t e l l i t e T V c h a n n e l s h a s h a d a m a j o r i m p a c t o n villag
ers.
Television has high capacity to raise interest levels as it has greater accessibility
compared to other media.
Rural consumers now aspire to buy brands rather than to just purchasecommodities.
1.7Classification of Rural Marketing:
URBAN RURALRURAL URBANRURAL RURALUrban to Rural (U2R):
A major part of rural marketing falls in this category. Itis the transaction where urban
products are sold in the rural areas. The urban products, which are generally sold in rural
areas, are pesticides, fertilizers, seeds, FMCG, tractors, bicycles, consumer durables, etc.