RURAL MARKETING

COURSE OBJECTIVES
• To provide conceptual understanding on the Rural
Marketing with special reference to Indian
context and develop skills required to planning
for rural product
• Understand the changing profile of the rural
consumer and its consumption pattern.
• Conceptualize skills in designing product, price,
distribution and promotional strategies for
different classes of product targeted at rural
consumers.
 Introduction to Rural Marketing
• Rural Marketing- Characteristics and
Dimensions of Rural Markets,
• Rural Market Profile,
• Rural Market in India - Size and Scope,
• Constraints in Rural Marketing and strategy to
overcome the constraints,
• Rural Vs Urban Marketing
 Rural Business Environment
• Rural Marketing Environment,
• Rural Infrastructure-Transportation &
Communication,
• Marketing Infrastructure
 Rural Consumer Behavior
• Key Factors influencing Rural Buying behavior,
• Adaptation and modification of consumer
decision,
• Rise of consumerism,
• Age & stage of life style,
• Information & pre purchase evaluation
 Rural Market Research
• Data Collection Method,
• Questionnaire design,
• Sampling,
• Attributes of a Rural Researcher
 Segmenting, Targeting and
Positioning Decisions
• Rural marketing : Segmenting, Targeting and
Positioning Decisions
 Product Strategy , Packaging Issues
• Product concepts & classification,
• Product line and mix decisions
 Pricing Decisions
• Pricing in Rural India,
• Setting the Price for Rural Product and
Services
 Distribution Decisions
• Managing Rural Sales Force,
• Innovations in Rural Distribution,
• Distribution Pattern and Special characteristics
of Rural Channels
 Advertising & Sales Promotion in
Rural Marketing
• Advertising: Choice of Media, Message,
• Sales Promotion : Different ways & means,
• Innovations in Advertisement & Promotions,
• Challenges in Rural Communication
 Rural Marketing : Strategic
Innovations
• Role of ICT in Rural Marketing,
• Organized Retailing,
• Future of Rural Marketing,
• PPP,
• Microfinance
 EVALUATION
• The course will be evaluated on the
following basis:
• End Term Examination 40 Marks
• Internal Assessment 40 Marks
• Mid Term Examination 20 Marks
 Internal Assessment break-up
• Case Study Discussion 10 Marks

• Class Participation 5 Marks

• Group Project 15 Marks

• Field Visit (Video) 10 Marks

• Mid Term Test 20 Marks

 LEARNING RESOURCES
• Kashyap,Pradeep. Rural Marketing 2nd Edition,
Pearson Education, 2012.
• Krishnamachayulu, C.S.G. and Ramkrishnan,
Lalitha. Rural Marketing – Text and Cases, 2nd
Edition, Pearson Education, 2012
 OTHER READINGS
• Cases in Rural Marketing – Krishnamachayulu,
C.S.G. and Ramkrishnan, Lalitha, New Delhi,
Pearson Education 2011.
• Habeeb-ur Rehman, K.S.. Rural Marketing in
India : Mumbai, Himalya Publishing House, ,
2003.
• Ramkishen, Y., New Perspectives in Rural &
Agricultural Marketing, Jaico Publishing
House, 2004.