Professional Documents
Culture Documents
Session 1-2 The Call of Rural India
Session 1-2 The Call of Rural India
• Agriculture’s share in GDP is going down, but, India still lives in her
villages
• Urban markets are crowded and saturated
• The understanding of “rural” is diffused and sometimes confusing
• Is “rural marketing” different from “urban marketing” ?
Definition of Rural India
• Census of India: habitation with a population density less than 400 sq.km, where at
least 75 percent of male working population is engaged in agriculture. Minimum
population < 5000.
Rural Population 89,2321651
Percent 69.7
Market growth
Development of infrastructure
Traditional outlook
Marketing mix
Rural Marketing Mix
• The 4 Ps of marketing – price, product, place and promotion – replaced by 4 As in rural
markets
Affordability Availability
Acceptabilit
Awareness
y
The Evolving Rural Consumer
– Value driven and looks for products that add to earning capabilities or to
status
2. Views about customers A buyer. An innovator who looks A buyer and an entrepreneur, partner in
for style, novelty and quality. business growth model. As a buyer
looks for quality products that offer
value for money.
URBAN VERSUS RURAL MARKETING (CONTD.)
3. Marketing research Sophisticated marketing research Needs simple, interactive approaches (like
methods. Internet, TV channels and interviews, discussions), observation (diary of
mobile SMS, etc. are being used. farmer, a day in Haat, etc.). Simple methods of
rating scale are required. Image of faces, colour
wheel for rating, playing cards and carom coins
for ranking are helpful.
URBAN VERSUS RURAL MARKETING (CONTD.)
Motivation