They have a strong faith on local religious and spiritual leaders. This is because most firms try to extend marketing plans that they use in urban areas to the rural markets. Online and direct marketing are not much popular in rural areas. The rich, traditional media forms like folk dances, puppet shows, etc. They are improvements provided for more comfort and convenience. Only 16% of the rural population has access to a vernacular newspaper. However, as we shall see in detail in this chapter, a sizeable segment of rural consumers defy this description.
It has been given to relieve distress caused by droughts, floods, and other natural calamities and to enable the farmers to restart his agricultural operations in the next year. Marketing that blends in with the cultural norms of each community is more likely to result in sales. Rural customers are highly attracted by local and regional promotional efforts. Rigidity : Most rural customers are illiterate, backward, and orthodox. As part of planned economic development, the government is making continuou s efforts towards rural development. Marketing may be described as the process of defining, anticipating and knowing customer needs, and managing all the resources of the organizing to satisfy them. They prefer family-used products than personal- used products.
The rate is certainly on the low side. There are several difficulties confronting the effort to fully explore rural markets. Different Uses of Consumer Durables Rural life is completely different from urban life and hence the consumer durable products will be used differently. Apart from the hygienic necessity, this will fundamentally improve the rural quality of life, by enabling new development opportunities for rural tourism and employment. Good private schools in cities attract children from the outskirts too. Similar is the case with packaged tea and hair oils. For additional information, please visit www.
Of course, such a transformation will only be successful if based on a consensus-building process in which all local stakeholders come together to formulate a joint vision and action plan. However, some rural customers like to buy products from nearby cities also. Marketers cannot now go by the perception of yesteryears and assume that rural India consumes only certain traditional. Urban and rural communities have historically had different demographics, interests and opportunities. The farm equipment companies also have to manage the leasing of these equipment to small farmers, because there is a big market where farmers are looking out for mechanization of farming. Untapped and underutilized resources can be utilized at optimum level and that can further accelerate overall economic growth.
The word of mouth is an important message carrier in rural areas. The idea is that different types of products have to be designed for rural consumers because they will use these products differently. Haats are basically a weekly event, and are central to the village economy. But they are keen to improve their living conditions. Hindi spoken in Rajasthan is different from Hindi spoken in Bihar or Hindi of Himachal Pradesh.
There are consumers who can afford high-priced brands and are also willing to buy. I hallmark of the rural market- 5, 70,000 villages, half a dozen religions, 33 languages, 1,650 dialects and diverse sub-cultures characterize the market. Branding, packaging, and labeling have less influence compared to urban segments. If price is accepted the agent convey the decisions to the seller and the produce is weighed and given. Similarly, we may also say that the rural consumers are a tradition-bound community, with religion, culture, and tradition strongly influencing their consumption habits. There may be less number of shops available to market products. The rural market in Indian economy generates revenue almost more than half of the country's annual income.
Their improved income level can improve their purchasing power that can further fuel to industrial demand. Many brands, which should have been successful, have failed miserably. Marketer should understand the price sensitivity of a consumer in a rural area. Big domestic corporate houses and multinational companies prefer to buy agricultural products directly from villages by their own or through agents and small firms. Rural producers can sell their produces easily at satisfactory prices. Let us now understand the concept of rural development. The Literacy rate in rural areas has gone up from 58.
New Product Design The products are designed as per the rural lifestyle. Rural Market and Marketing India is a land of diversity and about 70% of the population lives in villages. . In recent years, many corporate have been trying hard to develop a market for their products in the rural areas, investing substantially in these areas. Rural market is growing faster than urban, rural marketing results into overall balanced economical and social development. 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. It includes transfer of title of goods and collection of payment.