Professional Documents
Culture Documents
Rural Market - Session 2
Rural Market - Session 2
Rural Market - Session 2
ENVIRONMENT
1
Rural Marketing – Course Plan Details
2
DEFINING RURAL INDIA
• SOURCE DEFINITION
• CENSUS VILLAGES + TOWNS < 5000 POP
POPN DENSITY < 400/SQ KM
DESCRIPTION NOS.
URBAN COUSINS 67
DEPRIVED 248
4
EVOLUTION OF RURAL MARKETING
• PHASE I Before the 1960’s
• More of foodgrains, farm equipment, pots , pans etc.
• Unorganised
• PHASE II 1960’s TO 1990’s
• Green Revolution – modern equipment/practices
• Organised companies enter above
• Cooperatives/Commissions formed and promotion of
handicrafts/village industries
• Growing wealth – FMCGs discover rural
• PHASE III-Beyond the 1990’s
U R
Branded consumables Farm/non farm goods
R
and durables(organised) and services (unorganised)
Handicrafts, handloom, leather
U (semi-organised) 5
DEFINING CORPORATE RURAL
MARKETING
• A FUNCTION WHICH MANAGES
ACTIVITIES FOR :-
• ASSESSING
• STIMULATING
• CONVERTING PURCHASING POWER INTO
DEMAND FOR PRODUCTS AND SERVICES
• MAKING THESE PRODUCTS & SERVICES
AVAILABLE
• TO CREATE SATISFACTION
• A BETTER STANDARD OF LIVING
• THEREBY ACHIEVING ORGANISATIONAL GOALS
6
RURAL MARKET STRUCTURE
• DEMOGRAPHIC ENVIRONMENT
• POPULATION UP 40% PURCHASING POWER UP
42%
• 5-14 YEARS – 26%; 15-34 YEARS – 32%
• EDUCATION AND LEVEL OF DEMAND
• LITERACY UP 23%
• SIGNIFICANT INCREASE IN DEMAND FOR
EDUCATIONAL MATERIALS
• FAMILY STRUCTURE
• 48% NUCLEAR FAMILIES & GETTING HIGHER
• OCCUPATIONAL PATTERN
• 41% CULTIVATORS, 35% WAGE EARNERS & 7
11% SALARIED
DISTRIBUTION OF RURAL HHs BY INCOME
ANNUAL INCOME IN INCOME CLASS 1989 -90 1998 – 99
Rs.AT 1998 – 99 PRICES (% HOUSEHOLDS) (% HOUSEHOLDS)