Rural Marketing In India

Presented By
Shardul Tiwari Roll no 2074015 PGDM(International Business)

Introduction
Rural marketing is an attractive term today as compared to what it was in mid and late 80s. Rural market have widened and deepened , thanks to government who helps farmer in the form of support pricing resulting in increased incomes . Rural markets are turning out to be attractive to companies consumer product .

Rural Marketing in India With Special Reference to Agricultural Produce in India

The major fruits share in total fruit production
FRUITS Fruit name BANANA APPLE CITRUA MANGO GUVA OTHERS Percentage of fruit Production 27 2 8 23 3O 10

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.

Problems in Rural Marketing

1 Lack of proper physical communication facilities.

2 Inadequate Media coverage for rural communication.

3 Underdeveloped people and underdeveloped markets .

Consumer Behaviour in Rural Market

Consumer Buyer Behaviour refers to the buying behaviour of final consumers - individuals and households who buy goods and services for personal consumption. All of these final consumers combined make up the consumer market. Villagers react differently to different products, colours, sizes, etc. in different parts of India. Thus utmost care in terms of understanding consumer psyche needs to be taken while marketing products to rural India.

factors influencing buying behaviour

Environmental - The environment or the surroundings, within which the consumer lives, has a very strong influence on the buyer behaviour. Cultural factors exert the broadest and deepest influence on consumer behaviour. The marketer needs to understand the role played by the buyers culture. Culture is the most basic element that shapes a persons wants and behaviour.

Marketing of consumer durable product in Rural India

The more daring MNCs are meeting the consequent challenges of availability, affordability, acceptability and (the so-called 3 As)

Availability Affordability Acceptability

DATA ANALYSES FOR PREFERENCE FOR TOOTHPASTE IN RURAL MARKET

consumers preference towards different toothpastes

Close up

CONSUMERS PREFERENCE TOWARDS DIFFERENT TEA BRANDS

Strategies For Rural Marketing

BY COMMUNICATING AND CHANGING QUALITY PERCEPTION

Companies are coming up with new technology and they are properly communicating it to the customer. There is a trade-off between Quality a customer perceives and a company wants to communicate. Thus, this positioning of technology is very crucial.

BY PROVIDING WHAT CUSTOMER WANTS The customers want value for money. They do not see any value in frills associated with the products.

BY GIVING INDIAN WORDS FOR BRANDS

Conclusion
With an approximate population of 700 million people, the rural Indian market is important for multinational corporations to tap. Although rural Indians need to purchase consumer goods just as their Western counterparts do, rural Indian consumers have a different set of needs that must be met by both package and product. Spending time researching the rural Indian consumer as well as the market before diving in can help to prevent unnecessary struggles and failures.

THANK-YOU