Brand Awareness Among Young Rural Consumers in Two Villages Near Coimbatore City

Topics: Marketing, Household income in the United States, Brand Pages: 7 (1933 words) Published: November 21, 2010

Dr.(Mrs).PADMASANI N.THIYAGU Asst.Professor Ph.D (FT) Scholar Department of Commerce Department of Commerce Bharathiar University Bharathiar University Coimbatore-46 Coimbatore -46 E-mail: E-mail:

Rural markets are gaining importance in the marketing planning exercise of all leading consumer and social marketers. In the consumer oriented marketing planning, especially for rural marketing, buyer behaviour assumes greater importance in formulating the accurate marketing mix for the proposed market place. With a vast size and demand base (i.e. 70% of India’s population lives in 6,27,000 villages) the rural market for FMCG products is growing much faster than the urban counterpart and a sweeping changes in the attitude of rural consumers are also noticed. As a rural Indian consumer always want value for money, with the changed perception one can notice difference in current market scenario. Moreover, there is a myth that the rural consumers are not brand and quality conscious. In this context, this paper analyses the consumption pattern of young rural consumers in two selected villages near Coimbatore in order to understand the perspective of the rural consumers towards branded items and to evolve appropriate strategies to boom rural marketing.


The concept of Rural Marketing in India Economy has always played an influential role in the lives of people. In India, leaving out a few metropolitan cities, all the districts and industrial townships are connected with rural markets. The rural market in India is not a separate entity in itself and it is highly influenced by the sociological and behavioral factors operating in the country. A Healthy rural market acts as a broster to any economy and Indian rural market with its vast size and demand base offers great challenge and promise to all people in the rural marketing chain. According to the National Council for Applied Economic Research (NCAER) study, there are almost twice as many lower middle income households in rural areas as in the urban areas. At the highest income level there are 2.3 million urban households as against 1.6million households in rural areas. The term of rural marketing is often been misunderstood as it is all about agricultural marketing. However, rural marketing helps in bringing in the flow of goods from urban sectors to the rural regions of the country as well as the marketing of various products manufactured by the non-agricultural workers from rural to urban areas. To be precise, Rural Marketing in India Economy covers two broad sections, namely: • Selling of agricultural items in the urban areas.

• Selling of manufactured products in the rural regions. Statement of the problem
Of late, the villagers have not only accepted the modern way of agriculture as a business but also the modern living by shaving interest in buying radios. TV sets, two wheelers, cooking gas etc. Moreover, the increasing per capita income, increased mobility, TV, aggressive newspaper distribution among the rural consumers have enhanced the manner in which they spend their disposable income. These changes in the attitude of rural consumers facilitate the expansion of rural market, which made the marketer to develop the slogan “Go Rural”

As per the 2001 census data, India has a total population of 1027 million, of which, rural population is 742 million with a share of 72.2 percent of total population[2] Out of...
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