Features of Rural Marketing

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Features of Rural Marketing:

The main reason why the companies are focusing on rural market and developing
effective strategies is to tap the market potential, that can be identified as follows:
1. Large and scattered population:
According to the 2001 census, 740 million Indians forming 70 per cent of Indias population
live in rural areas. The rate of increase in rural population is also greater than that of urban
population. The rural population is scattered in over 6 lakhs villages. The rural population is
highly scattered, but holds a big promise for the marketers.
2. Higher purchasing capacity:
Purchasing power of the rural people is on rise. Marketers have realized the potential of rural
markets, and thus are expanding their operations in rural India. In recent years, rural
markets have acquired significance in countries like China and India, as the overall growth of
the economy has resulted into substantial increase in purchasing power of rural
communities.
3. Market growth:
The rural market is growing steadily over the years. Demand for traditional products such as
bicycles, mopeds and agricultural inputs; branded products such as toothpaste, tea, soaps
and other FMCGs; and consumer durables such as refrigerators, TV and washing machines
has also grown over the years.
4. Development of infrastructure:
There is development of infrastructure facilities such as construction of roads and
transportation, communication network, rural electrification and public service projects in
rural India, which has increased the scope of rural marketing.
5. Low standard of living:
The standard of living of rural areas is low and rural consumers have diverse socioeconomic backwardness. This is different in different parts of the country. A consumer in a
village area has a low standard of living because of low literacy, low per capita income,
social backwardness and low savings.
6. Traditional outlook:
The rural consumer values old customs and traditions. They do not prefer changes.
Gradually, the rural population is changing its demand pattern, and there is demand for
branded products in villages.
7. Marketing mix:
The urban products cannot be dumped on rural population; separate sets of products are
designed for rural consumers to suit the rural demands. The marketing mix elements are to
be adjusted according to the requirements of the rural consumers.
Scope / Attractiveness of Rural Market / Why Companies Go Rural :

1. Large Population: According to 2001 census rural population is 72% of
total population and it is scattered over a wide range of geographical area
2. Rising Rural Prosperity: Average income level has improved due to
modern farming practices, contract farming, industrialisation, migration to
urban areas and remittance of money by family members settled abroad.
3. Growth in Consumption: There is a growth in purchasing power of or rural
consumers. The average per capita household expenditure is Rs. 382.
4. Changing Lifestyle: Lifestyle of rural consumer changed considerably.
5. Life Cycle Advantage: The products, which have attained the maturity
stage in urban market, is still in growth stage in rural market. E.g. popular
soaps, skin cream, talcum powder, etc.
6. Market Growth Rate Higher than Urban: As per the survey made by
NCAER the growth rate of FMCG market and durables market is higher in
rural areas. The rural market share is more than 50% for products like
body talcum powder, toilet soaps cooking oil, hair oil etc.
7. Rural Marketing is not Expensive: To promote consumer durables inside
a state costs Rs one crore while in urban areas it will costs in millions.
8. Government Rural Development Programs: Various initiatives taken by the
Indian government has boosted growth the rural economy. Department of Rural
development under the Ministry of Rural Development has initiated many
schemes which has been facilitating and boosting the growth of rural India.
Mahatma Gandhi National Rural Employment Guarantee Act, Swarnjayanti
Gram Swarozgar Yojna, Pradhan Mantri Gram Sadak Yojna, Indira Awaas Yojana
and National Social Assistance Programme are the few successful government
schemes.
9. Development of Transport and Communication Networks: Easy & quick access to
information and to nearby developed cities has made the rural areas dynamically
connect to their urban counterparts.
10. Foreign Investments: Foreign investments in NGOs, working towards the
betterment of rural areas, have gradually increased in the country. Consequently,
there has been a steady rise in rural growth.
Factors Contributing to the Growth of

Rural Markets
1. Employment Opportunities: The income from new employment and rural development
efforts has increased the purchasing power of rural people.
2. Green Revolution: Due to green revolution a technological break through has taken place
in rural India, which results into substantial wealth generation in these areas.
3. Favourable Government Policies: Tax exemption in backward areas, subsidy, concession,
incentives and heavy investment in rural development programmes in has brought rapid
growth of rural markets.
4. Literacy Growth: Literacy rate is increasing in rural areas, nearly 45% of rural Indians are
literate. This brings social and cultural changes in buying behaviour of the rural
customers.
5. Rising Disposable Income: Good monsoons, green revolution and Administered Pricing
Mechanism (PAM) have raised disposable income in rural areas.
6. Attraction of Higher Standard of Living: Rural people have been motivated to change
their lifestyles and have higher standard of living.
7. Spread of Cable Television: The growth of satellite TV channels has made a major impact
on villages. This has led to a change in lifestyle and consumption pattern.
Challenges:
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1. Low Literacy: It is difficult to educate the potential consumers in rural market about
products due to low level of literacy.
2. Seasonal Demand: Monsoon being the harvesting season in India and agriculture being
the primary occupation of majority of the rural population the demand for goods is
majorly restricted in during the monsoons when the income is comparatively high.
3. Transportation and Distribution: The poor state of rural infrastructure is one of the
major concerns of most of the companies planning to invest in this sector. Though the
rural population is vast it is not possible to form an effective distribution system and
reach out to a considerable number of target consumers.
4. Many Languages and Dialects: The presence of local languages causes major difficulty
for companies in promoting their products in rural market. People are not educated
enough to know one common language like Hindi or English and it is difficult for the
companies to prepare promotional advertisements in every local language.
5. Availability of duplicate and cheap brands: Customers in rural India are very cost
sensitive. Therefore the existence of duplicate brands, which are quite common in rural
parts, at lesser prices gives considerable competition to the firms.
Main Problems in Rural Marketing are as Follows:

1. Under developed people and underdeveloped markets:
The impact of agricultural technology is not felt uniformly throughout the country. Some districts in
Punjab, Haryana and the Western U.P. where the rural consumers are somewhat comparable to their
urban counter part; but there are large areas and grown of people who have repaired beyond the
technological breakthrough. In addition, the farmers with small agricultural land holding are also
unable to take advantage of the new technology.
2. Lack of power physical communication facilities:
Nearly 50 percent of the villages in India do not have all weather roads, physical communication to the
villages is highly expensive. Especially during the monsoon 4 months these villages become complete
inaccessible.
3. In adequate media coverage for rural-communication:
A large number of rural families own radio and TV sets, there are also community radio and TV sets.
These have been used to diffuse agricultural technology to rural areas. However, the coverage
relating to marketing is inadequate.
4. Many languages and dialects:
The number of languages and dialects vary from state to state and region to region. This type of
distribution of population warrants appropriate strategies decide the extent of coverage of rural
market.
5. Other problems of rural marketing are natural Calamites:
Of draught or examine rain, epidemics, primitive methods of cultivation, lack of printer storage
facilities, transportation problem and inadequate market intelligence, including long chain of
intermediaries between cultivator and farmer and wholesaler and retailers.
There are also problems of extending marketing efforts to small villages with 200-500 population. Vast
cultural diversity, vastly varying rural demographics, poor infrastructure, low income levels and low
levels of literacy often tend to lower the presence of large companies in the rural markets.
Rural Customer v/s Urban Customer
URBAN MARKET
RURAL MARKET
Mostly concentrated
Widely spread and scattered
High infrastructural level
Low infrastructural level
High density of population per sq km
Low density of population per sq km
Good physical connectivity and high mobility
Poor physical connectivity and low mobility
Incomes are more stable and permanent
People work in less certain environment
Occupations are government employment,

business, industry etc.
Mostly agricultural occupation
Income received at regular income
Acute seasonality in income receipts
Large number of interactions with persons and

less frequent between same persons
Less number of interactions with persons and

more frequent between same persons
Social norms are less visible
Social norms influencing individuals
Cast influence indirect and less visible
Cast influence direct and strong
High exposure to variety of products
Low exposure to variety of products
High brand awareness
Low brand awareness
High exposure to marketing researchers and

multiple source of information
Low exposure to marketing researchers and

limited source of information
More convenient buying, more retail outlet per

1000 population
Less convenient buying, less retail outlet per

1000 population
Constraints in Rural Marketing

1. Vastness and Uneven Growth: India has about 5 lakhs villages, which are scattered over a
wide range of geographical area, and also they are not uniform in size.
2. *Transport Problem: Transportation infrastructure is very poor in rural India. Though
India has the fourth largest railway system in the world, many villages remain outside the
railway network. Many villages have only kaccha roads while many of rural interiors are
totally unconnected by roads. Because of this the physical distribution is difficult in rural
areas.
3. Communication Problems: Communication infrastructure consisting of posts, telegraphs
and telephones is inadequate.
4. Warehousing Problems: Central Warehousing Corporation and State Warehousing
Corporation do not extend their services to the rural parts. The warehouses at mandi
level are managed by co-operative societies who provide services to members only.
5. Many Languages and Dialects: The number of language and dialects vary widely from
state to state, region to region and even from district to district. Though the recognized
languages are only 16 the number of dialects is around 850.
6. Market Organisation & Staff: Rural marketing needs large marketing organisation and
staff to have an effective control, which requires huge investment.
7. Non-Availability of Dealers: It is not possible to have direct outlets in each rural market;
firms have to have service of dealers, which is not easily available.
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8. Hierarchy of Market: Rural consumers have identified market places for different items
of their requirements. Thus depending upon the purchase habit of rural people, the
distribution network of different commodities has to be different.

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1

Features of Rural Marketing:

Scope / Attractiveness of Rural Market / Why Companies Go Rural :

Factors Contributing to the Growth of

Main Problems in Rural Marketing are as Follows:

2. Lack of power physical communication facilities:

3. In adequate media coverage for rural-communication:

4. Many languages and dialects:

5. Other problems of rural marketing are natural Calamites:

Widely spread and scattered

High infrastructural level

Low infrastructural level

High density of population per sq km

Low density of population per sq km

Good physical connectivity and high mobility

Poor physical connectivity and low mobility

Incomes are more stable and permanent

People work in less certain environment

Occupations are government employment,

Mostly agricultural occupation

Income received at regular income

Acute seasonality in income receipts

Large number of interactions with persons and

Less number of interactions with persons and

Social norms are less visible

Social norms influencing individuals

Cast influence indirect and less visible

Cast influence direct and strong

High exposure to variety of products

Low exposure to variety of products

High brand awareness

Low brand awareness

High exposure to marketing researchers and

Low exposure to marketing researchers and

More convenient buying, more retail outlet per

Less convenient buying, less retail outlet per

Constraints in Rural Marketing

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