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Rabina YesminSYBMS2002
What Is Rural Marketing ?
Rural
Marketing
The action or business of
promoting and selling products or services, including
market research and advertising.
SCOPE OF RURAL MARKETS
• Higher Purchase Power.• Infrastructural Facilities.• Media Exposure.• Changing Face of Rural
markets.• Rise Of Alert Buyers.• Decision Making Units.
RURAL CONSUMER PROFILE:
Educational profile.Low income levels.
Occupation.Media habits.
Brand conscious consumer.
Value of money.
RURAL MARKETING
ENVIRONMENT
1-Demographic Environment
Education & the level of demand.(approx. 60% of the population lies below the
middle education level). Housing pattern (Family structure).
(Today 40% of rural houses are pucca).
Occupational pattern.(3/4th of rural household heads are either
cultivators or wage earners).
2-Economic EnvironmentIncome (the higher-income
class in rural has grown 60% over the last 10 years).
Expenditure (per capita consumption expenditure is rural has increased 4 times over the last 20 years).
Saving (out of 138 million, 42 million rural household availing banking services).
3-Social & Cultural
Environment.
4-Political Environmen
t..
5-Technological Environment.
Characteristics of rural consumer that affect the buying process
Age & Life-cycle stage.Occupation.Purchasing power. Lifecycle.Personality & self concept.Psychological factor.Beliefs & Attitudes.