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    The document defines rural areas in India as anywhere not classified as urban, including over 640,000 villages home to 69% of India's population of over 1.2 billion people. Rural consumers are characterized by a culture-dominated decision making, influence of community reference groups, and lower and unstable incomes compared to urban areas. Rural India is undergoing transitions including a pull towards cities and towns through migration, changes driven by government programs, and shifts across farming and economic activities. Strategic issues for rural marketing include adapting to changes in rural markets, balancing state and private sector roles, and ensuring programs can be successfully replicated and scaled.

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    The document defines rural areas in India as anywhere not classified as urban, including over 640,000 villages home to 69% of India's population of over 1.2 billion people. Rural consumers are characterized by a culture-dominated decision making, influence of community reference groups, and lower and unstable incomes compared to urban areas. Rural India is undergoing transitions including a pull towards cities and towns through migration, changes driven by government programs, and shifts across farming and economic activities. Strategic issues for rural marketing include adapting to changes in rural markets, balancing state and private sector roles, and ensuring programs can be successfully replicated and scaled.

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    11 views10 pages

    Rural Marketing

    Uploaded by

    manishkhandal88
    The document defines rural areas in India as anywhere not classified as urban, including over 640,000 villages home to 69% of India's population of over 1.2 billion people. Rural consumers are characterized by a culture-dominated decision making, influence of community reference groups, and lower and unstable incomes compared to urban areas. Rural India is undergoing transitions including a pull towards cities and towns through migration, changes driven by government programs, and shifts across farming and economic activities. Strategic issues for rural marketing include adapting to changes in rural markets, balancing state and private sector roles, and ensuring programs can be successfully replicated and scaled.

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    of 10

    Rural Marketing

    Session 33
    Defining Rural
    Urban
    a)All places with a Municipality,
    Corporation or Cantonment or Notified
    Town Area
    b)All other places which satisfied the
    following criteria:
    a)Minimum population of 5,000
    b)At least 75% of the male working population -
    non-agricultural
    c)Population density > 400 per sq. Km.
    Anything that is not
    Urban
    India in Numbers!
    640 districts
    5, 924 sub-districts
    4,041 towns
    640,867 villages

    Population in
    million %
    Total 1,210
    100%
    Male 624 52%
    Female 586 48%
    Rural
    833
    69%
    Male
    428
    51%
    Female
    405
    49%
    Urban 377
    31%
    Male
    196
    52%
    Female
    181
    48%
    Characterestics of Rural Consumers:
    - Culture a dominant factor
    - Reference Group-a key role
    - Low income and inadequate credit
    -Instable and seasonal income pattern
    -Low media penetration
    -Fair,haats etc play an important role
    -Community based buying





    Changes in Rural India
    Diverse change levers in rural India
    The pull of the cities & towns migration and its
    side effects
    Effect of government programmes
    Natural & manmade disasters
    Slow but sure change



    Transitions In Rural India
    Food Grain Crops

    On land activities

    Farm Activities
    Non food, cash crops

    Livestock & fisheries

    Manufacturing &
    services


    Strategic Issues & Directions in Rural
    Marketing
    Changes in rural markets
    Role of state & market forces
    Partnership innovations
    Developmental role of rural marketing
    Scalability & replication of rural marketing programs



    Factors to Consider!
    The joint family system is being replaced by the
    nuclear family system
    The occupational pattern shows a predominance
    of cultivators and wage earners
    Cultivators( 40.86 %) and Wage Earners( 35.28 %)
    according to NCAER studies (2002)

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