By: AANCHAL MISTRY

RURAL MARKETING IS A PROCESS OF DEVELOPING,

PRICING, PROMOTING, AND DISTRIBUTING RURAL SPECIFIC
GOODS AND SERVICES LEADING TO DESIRED EXCHANGE WITH
RURAL CUSTOMERS TO SATISFY THEIR NEEDS AND WANTS,
AND ALSO TO ACHIEVE
ORGANIZATIONAL OBJECTIVES
 INTRODUCTION

The emergence of rural markets as highly untapped

potential emphasizes the need to explore them.
Marketers over the past few decades, with innovative
approaches, have attempted to understand and tap rural
markets. Some of their efforts paid off and many
markets still an enigma. Rural marketing is an evolving
concept, and as a part of any economy, has untapped
potential; marketers have realized the opportunity
recently. Improvement in infrastructure and reach,
promise a bright future for those intending to go rural.
Rural consumers are keen on branded goods
nowadays, so the market size for products and services
seems to have burgeoned
THERE ARE VARIOUS TYPES OF RURAL MARKETING
STRATEGIES.
 1. Population Growth:
Increased in population and, hence, increase in demand. At
present rural population is account for nearly 72 crores of total
Indian population, three times more than urban population. More
population means more demand.

2. Agriculture Prosperity:
Market increases due to agrarian prosperity. Profitable farming
and better marketing options in some states have made a large
number of villagers the potential consumers for FMCG (Fast
Moving Consumer Goods) companies. The greater the agriculture
development in an area, the greater the rural market.

3. Rural Development Programme:

Large inflow of investment in rural development programme from
government and other sources contributed to improved life style
of rural segments.
 4. Intensive Interaction with Urban Population:
Increased contacts of rural people with urban counterpart due to rapid
development of transportation and telecommunication.

5. Increased Population Mobility:

Mobility of rural population to urban areas, metro cities and foreign countries
intensified incomes and, hence, purchasing power of rural people.

6. Increased Rural Attraction:

Increasing attraction of rich people to stay temporary or permanently in rural
areas for better and peaceful life. Agricultural land is being converted into
luxurious farm-houses. Such move is leading to tremendous development of
rural market.

7. Improved Literacy Rate:

Increased literacy rate and education level among rural folks, and growth of
academic and training institutes in rural places have accelerated growth of
rural market. Literacy level 25% before independence is now more than 67%.
8. Improved Rural Infrastructure:
Improved infrastructure has positive impacts on rural market in several
ways. Availability of electricity, education, health, transportation,
communication and entertainment, and so on contributed to rural
development and, hence, rural market.

9. Growth of Agro-processing Industry:

Establishment and growth of agro-processing industries, and active
involvement of the giant business units (For example, Reliance Fresh) in
distribution of agro-products like fruits, vegetables, serials, etc., have
changed income and life style of rural people.

10. Political Influence of Rural Population:

Improved and increased political influence of rural people can significantly
contribute to rural development.
 IN A MARKET, THERE ARE VARIOUS TYPES OF
INVESTORS WHO PLAY THEIR ROLE VERY WELL IN
RURAL MARKETING THROUGH THEIR
STATERGIES
 SWOT ANALYSIS
OF
RURAL MARKETING
PROBLEMS IN RURAL
MARKETING
THANK YOU