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` Ruchita Patil 81

` Amit Kumar 118

` Nikita Londhe 87

`

Pooja Dhamankar 82

` Pranav Kadam 71


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` RURAL MARKETING ENVIRONMENT

` RURAL MARKETING

` RURAL CONSUMER

` RURAL CONSUMER BEHAVIOUR

` CASE STUDY


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MEANING OF ENVIRONMENT

xSurrounding

xTangible and intangiblexThreats and opportunities

xComplex and changing

x

Effective marketing plans


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1. Socialchanges` Sociological factors

` Anthropological factors

` Psychological factors

2. Economicchanges

` Competition

` Consumers

` Price


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3.Ethicalchanges

4. Politicalchanges

5. Physicalchanges

6. Technologicalchanges


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DefinitionofRuralDefinitionofRural

Government agencies from IRDA & NCAERGovernment agencies from IRDA & NCAER

define Rural as villages with a population ofdefine Rural as villages with a population of

less than 5000 with 75% ofless than 5000 with 75% of

the male population engaged in Agriculture.the male population engaged in Agriculture.


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Definition and meaning of rural marketing

` By National Commission on Agriculture

` Marketing activities

` Higher prices for Agriculture

` Compared with Urban market


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` LARGE AND SCATTERED MARKET

` LARGE NUMBER OF CONSUMER

` MAJOR INCOME FROM AGRICULTURESECTOR

` LOW STANDERED OF LIVING


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` TRADITIONAL OUTLOOK

` DIVERSE SOCIO ECONOMIC BACKGROUND

` CHANGING DEMAND PATTERN

` INFRASTRUCTURE FACILITIES


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` SAVING HABITS

` MEDIA REACH

` COMMUNICATION FACILITIES

` RURAL ELECTRIFICATION


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MEANING OF RURAL CONSUMER

` 700 Million people live in 6,38,667 Villages which

means 70% of total population

` Literacy and huge disposable income

` Checks and Re-checks the expensive products


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` SIZE OF RURAL CONSUMER

` LOCATION PATTERN OF RURAL CONSUMER

` LOW LITERACY LEVEL

` RURAL INCOME


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` RURAL SAVINGS

` REFERANCE GROUPS

` OCCUPATION

` MEDIA HABITS


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` CONSCIOUS CUSTOMER

` BRAND LOYALIST

` HIGH DEGREE OF INVOLVEMENT

` INTER PERSONAL COMMUNICATION


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` CONSULTATION

` SIGNIFICANT ASPECTS


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` THE AFFLUENT GROUP

` THE MIDDLE CLASS GROUP

` THE POOR CLASS GROUP


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MEANING OF RURAL CONSUMER BEHAVIOUR

It is very important for the marketers to know whatconsumer sees,thinks,prefers and buys.

Behaviour occurs either for the individual or in a

group.


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` MASS COMMUNICATION

` EDUCATION` SALES FORCE

` PHYSICAL DISTRIBUTION

` LIVE DEMONSTRATION


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` Complex buying behaviour

` Dissonance-reducing buying behaviour

` Habitual buying behaviour

` Variety seeking buying behaviour


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` AGE AND LIFE CYCLE STAGES` OCCUPATION

` ECONOMIC SITUATION

` LIFESTYLE

` PERSONALITY AND SELF CONCEPT


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` PSYCHOLOGICAL FACTOR

` SOCIAL-CULTURAL FACTOR

` ECONOMICAL FACTOR


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` SOCIO-CULTURAL FACTORS

i.Culture

ii.Socialclass

iii.Group

iv.Family

v.Roleandstatus

` TECHNOLOGICAL FACTORS


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` ECONOMICAL FACTOR

i. POVERTY

ii.LOW INCOME OCCPATIONS

` POLITICAL FACTORS


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` PSYCHOLOGICAL FACTORSi. PERCEPTION

ii.ATTITUDE

i. MOTIVATION


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Buying Behaviour of Rural & UrbanBuying Behaviour of Rural & Urban

Consumers Of JamnagarConsumers Of Jamnagar

District(Gujarat)District(Gujarat)


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Data SourceData Source ::Basedon primarydatafromBasedon primarydatafromJamnagarJamnagar DistrictDistrict

Sample UnitSample Unit ::Mobile phone usersofJamnagarMobile phone usersofJamnagarD

istrictD

istrict

Sample sizeSample size ::Around400mobile users,200eachAround400mobile users,200each

fromfromurban & ruralareasurban & ruralareas


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DEMOGRAPHIC PROFILEDEMOGRAPHIC PROFILE AgeAge ::RuralRural -- Most respondants between 20Most respondants between 20 --30 yrs30 yrs

UrbanUrban -- Most respondants below 20 yrsMost respondants below 20 yrs

GenderGender :: RuralRural -- 84% male, 16% female84% male, 16% female

UrbanUrban 53% male, 47% female53% male, 47% female

OccupationOccupation :: RuralRural Most respondants from service categoryMost respondants from service category

UrbanUrban Most respondants are studentsMost respondants are students

IncomeIncome :: RuralRural 50005000 10000 per month10000 per month

UrbanUrban 10000 & above10000 & above

Mobile phone used :Mobile phone used : NokiaNokia

Source of information :Source of information : Friends, T.V, Retailers..Friends, T.V, Retailers..

Purchase decision :Purchase decision : Self, Family, FriendsSelf, Family, Friends


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MOTIVATIONAL FACTORSMOTIVATIONAL FACTORS

Price ConciousnessPrice Conciousness

Quality ConciousnessQuality Conciousness

Style ConciousnessStyle Conciousness

Function ConciousnessFunction Conciousness

Brand conciousnessBrand conciousness


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LIMITATIONSLIMITATIONS

1.1.The present study is confined to jamnagarThe present study is confined to jamnagardistrict onlydistrict only

2.2.Findings may not be applicable to other statesFindings may not be applicable to other states

of the countryof the country

3.3.Findings of today may become invalid in theFindings of today may become invalid in thenear futurenear future


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CONCLUSION

In Order to gain success in rural market

companies:

1.Need to develop specific marketing strategies

2.Need to make action plans taking into

consideration various complex set of factorsinfluencing consumer behaviour


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THANK

YOU

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