Cases

H & G H MANSUKHANI INSTITUTE OF MANAGEMENT

A
PROJECT REPORT
ON
RURAL MARKETING

INDEX

NO | CONTENT | PAGE |
1) | DEFINITION   INTRODUCTION | 3 |
2) | MYTHS IN RURAL MARKETING | 4 |
3) | CHARACTERISTICS OF RURAL MARKETING | 5 |
4) | CHARACTERISTICS OF RURAL CONSUMER | 7 |
5) | SRTATEGIES USED IN RURAL MARKETING | 8 |
6) | CASE STUDY | 12 |

RURAL MARKETING

                         

DEFINITION OF THE RURAL AREA:
The definition of the rural area in India
(a)  all places with no Municipality, Corporation or Cantonment or Notified Town Area
(b)  all other places which satisfied the following criteria:
              (I)    a   population less than of 5,000.
             (ii)    At least 75% of the male working population is in agricultural.
            (iii)    A density of population is less than 400 sq. Km. (i.e. 1000 per sq. mile)
                          In recent years, rural markets have acquired significance, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities.
                          On account of green revolution, the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing has emerged. But often, rural marketing is confused with agricultural marketing - the latter denotes marketing of produce of the rural areas to the urban consumers or industrial consumers, whereas rural marketing involves delivering manufactured or processed inputs or services to rural producers or consumers.
 

SOME MYTHS ABOUT RURAL MARKETS:

Myth 1:   Rural Market is a Homogeneous Mass

Reality:   It's a heterogeneous population. Various Tiers are present depending on the incomes like Big Landlords; Traders; Small Farmers; Marginal Farmers: Laborers; Artisans. State wise variations in rural demographics are present viz. literacy (Kerala 90%, Bihar 44%) and... [continues]

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