FACTORS CAUSING URBANRURAL DIVIDE

Media Reach & Habits-Female TV viewership is less in rural

areas as compared to towns and cities.

Media habits
Urban
Rural
Female Viewing
39%
28%
Satellite Channels
20%
Around 2%
Newspaper
40%
32%
Magazines
8%
6%
Going to cinemas
54%
43%
Radio
25%
36%
AIR
18%
20%

URBAN REACH:MEDIA REACH,CONSUMPTION & HABIT

Reach of print media:49.4% of urban adults
Television penetration:81.6% of urban households
Cable-43% of urban households
C&S viewerships-at least one hour a week-39.6% of urban
adults
Radio Listernship(at least 1 hr a month)-23% of urban adults
Cinema-going habits(at least once a month)-17% of urban
households
Internet Usage(at least 1 hour online a week)-0.8% of urban
Households
RURAL MARKETS
Reach of Print Media-17.4%of rural adults
Television penetratin-42% of rural households
C&S penetration-8.8% of rural households
C&S viewership(at least 1 Hr a week)-5.9% of rural adults
Radio listernship(at least 1 Hr a week)-26.6% of rural adults
Cinema-11% of rural adults

Rural Sales Promotion-The marketers in urban markets are

effectively employing sales promotion tools like two-for-onedeal,lucky draws,coupons are not very effective marketing
tools in rural markets.
Nature of Competition-In rural areas,there are hosts of
locally available alternatives which are priced very low and
prove to be competetive to mass produced products.
DIFFERENCES IN CONSUMER BEHAVIOUR IN
RURAL & URBAN MARKETS
1) Need-based Buyer Behaviour-The rural consumer is
prompted by his needs & hence their attitude towards
essential items and luxury items is different from that of urban
consumers.
2) Conscious Decision making-The rural consumer is
discerning because of income limitations and therefore the
decision making is conscious and deliberate.
3) Value for Money-Major differentiation factor is price
sensitiveness.Product functionality is very important

4) Consensus Decision Making-In rural areas,the decision

making is collective process.The rural buyer has to ensure
acceptance of his decision.Once a rural customer decide on a
brand, the whole village follows suit.
5) Innate Resistance to Change-makes the rural consumer
suspicious of all change as they have a strong fear of ridicule
from others.
6) Different Lifestyle & Product Usage Environment7) Different Perceptions with Regard to Marketing
Stimuli-Culture
influences
the
perceptions
and
behaviour,therefore preferences for color,size,shape and
taste lead to a situation where the same product and its
promotion is perceived differently.
8) Brand Consciousness-An inspiration to a new and
different quality of life is also existing amongst rural
consumers.Advertising creates brand awareness but the
challenge lies in as to make the rural consumers convinced
that the advertised product is different from the existing

Products,that they are using.The rural consumer values

logos, colors & symbols for brand identification.
9) Brand Loyalty- Studies have shown that rural consumer is
more brand loyal than urban consumers.Pond's talcum
powder has a penetration of 65% & volume conntribution of
56%.60% of Pond's users in rural India have not purchased
any other brand .
10) Rising Aspirations11) Innovative Use of Products-Horlicks was used in Bihar
as a health beverage for giving nutrition to cattle.Paints are
used for painting horns of cattles for identification and during
festivals.