Rural Marketing

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RURAL AGRI- MARKETING IN INDIA - WITH SPECIAL REFERENCE TO AGRICULTURAL PRODUCE IN INDIA

ABSTRACT
Around 700 million people, or 70% of India's population, live in 6,27,000 villages in rural areas. 90% of the rural population is concentrated in villages with a population of less than 2000. Rural marketing is as old as the civilization. Surplus of agro - products are exchanged in earlier days in the barter system. The introduction of currency, transport, and communication has increased the scope of rural market. This paper discusses the present scenario of rural marketing especially rural produce, and its importance, current trends, and highlights certain problems related to rural marketing. Further it highlights the improvements that make the rural marketing system most effective. ------------------------------------------------------------------------------------------------------

RURAL AGRI - MARKETING IN INDIA - WITH SPECIAL REFERENCE TO AGRICULTURAL PRODUCE IN INDIA RURAL MARKETING
Rural marketing facilitate flow of goods and service from rural producers to urban consumers at possible time with reasonable prices, and agriculture inputs/ consumer goods from urban to rural. Marketing as a function has started much earlier when civilization started but not recognized as marketing. All economy goods are marketed in terms of goods and services (Barter system). Now money is being practiced as a good exchanging medium. The market may be a street, or a small town/ metropolitan city, Developments in infrastructure, transport, and communication facilities has increased the scope of the rural market. Environment

The difference between rural and urban markets on the basis of various socio – economic factors, most dominant among them being the source of income, the frequency of receipt of income, the seasonal nature of income and consumption. Rural markets are small, non- contiguous settlement units of village relatively low infrastructure facilitates, low density of population, their life styles also being different. Rural consumers are mostly farmers whose income receipts are dependent on the vagaries of nature. Agri-Marketing

Rural population has been increased about 74% of the total population; the demand for products and services has increased a lot in rural areas. Green revolution in the North and white revolution in the West has brought about a new prosperity in the lives of rural people. Government emphasis on rural development has caused significant changes in the rural scenario. Moreover, the special attention given for infrastructure development through the successive Five-year plans has improved the buying and consumption pattern of rural people. The Rural Agro – Products:

The rural agro-products are
* Fruits & Vegetables
* Grains
* Flowers
Rural sale products

* Milk & poultry products
* Handicrafts and Hand loom products
* Tribal village products like tamarind, Lac, soapnut etc
The peculiar characteristics of agricultural produce are:

* Bulkiness
* Perishability
* Wide varietal differences
* Dispersed production
* Processing needs for consumption
* Seasonality
GROSS CROPPED AREA BY 1997 CROP WISE PERCENTAGE GIVEN BELOW
CROPPERCENTAGE AREA
SUGGER CANE2
COTTON4
RICE22
WHEAT13
OTHER CEREALS19
PULCESS13
OIL SEEDS15
OTHERS12
TOTAL100

More than 40 % of the gross cropped area under non- food grains is under oilseeds. Principally groundnut and rapseed and mustered, cotton and sugar cane area the other major non- food grain crops. VEGETABLES (share in production)

CROP% 0F TOTAL PRODUCTION
TOMATO8
ONION8
BRINJAL9
CAULIFLOWER6
OKAR6
PEAS3
POTATO25
CABBAGE6
OTHER29
TOTAL100

FRUITS
The major fruits share in total fruit production
Fruit namePercentage of fruit Production
BANANA27
APPLE2
CITRUA8
MANGO23
GUVA3O
OTHERS37

India is the largest producers of mangos and banana in the world, and top ten producers of apples and pineapples....
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