Rural Marketing: The Relevance, Challenges and Strategies

2000 ◽  
Vol 25 (3) ◽  
pp. 191-201 ◽  
Author(s):  
Sanjay K Patro
Keyword(s):  
Rural Areas ◽  
Market Place ◽  
Rural Markets ◽  
Indian Economy ◽  
Rural Market ◽  
Low Levels ◽  
Total Sales ◽  
Challenges And Strategies

With the opening of the Indian economy, the sombre market place has become intensely competitive. The domestic big players which had smooth going for years in a sellers' market are forced to develop new trajectories of growth. For the last several years, Corporate India has overlooked the rural areas where 72% of the population live. Certain products were available there, but that was by default and not by design. Today firms have realized that in the case of many consumables the rural market accounts for 60–80 percent of the total sales and this quantum of sales gets generated with very low levels of penetration. The article analyses the factors for increased attention to rural markets, the challenges and some of the strategies deployed by firms in developing appropriate marketing programmes to tap the vast potential of the rural markets.

Crane Supari

2005 ◽  
Vol 09 (02) ◽  
pp. 237-261
Author(s):  
Sanal Kumar Velayudhan
Keyword(s):  
Rural Areas ◽  
Urban Areas ◽  
South India ◽  
Cost Advantage ◽  
Betel Nut ◽  
Marketing Manager ◽  
Rural Markets ◽  
Rural Market ◽  
The Cost ◽  
Efficient Distribution

Crane Supari was a leading brand of betel nut pieces in South India. Crane Supari was perceived as a quality brand and was well accepted in urban areas, but this was not true in rural areas where the smaller brands dominated. The smaller brands had both effective and efficient distribution in rural markets. The servicing of the channel was superior in addition to the cost advantage for the small competitor. Betel nut pieces faced competition from other chewing products too. Faced with increasing category competition, the marketing manager of Crane Supari planned to tap the opportunity in the rural markets. This case explores the unique capabilities necessary to compete effectively in the rural market.

scholarly journals Impact of Advertising on Buying Decision of Consumers towards FMCG products in the Rural Market

2018 ◽  
Vol 6 (3) ◽  
pp. 85-90
Author(s):  
Imran Mehraj Dar ◽  
Dr. A.K Singh
Keyword(s):  
Rural Areas ◽  
Indian Population ◽  
Total Population ◽  
Vital Role ◽  
Global Market ◽  
Statistical Techniques ◽  
Buying Behavior ◽  
Rural Markets ◽  
Rural Market ◽  
Urban Markets

The identity of India is represented by its rural masses as it represents the heartland of true culture and possesses more than 70 percent of total population. Rural markets have become integral part of global market and are growing at above two times faster pace than urban markets. Despite rising urbanization, still 63 percent Indian population will continue to live in the rural areas in 2025 as reported by Mckinsey. Due to this rural market becomes a goldmine and provides unique opportunities to the marketers to expand their market and make their margin by creating awareness among rural customers about their products and influence their buying decision. Advertising is playing a vital role in creating the awareness and influences customer buying behavior towards FMCG. The paper investigates about the influence of advertisement on the consumer’s buying behavior towards FMCG products in the rural areas of Bhopal. The sample of 300 respondents has been taken and data has been analyzed by using different statistical techniques to achieve the objective.

scholarly journals Review of Rural Marketing in India and Innovations in Rural Marketing

2020 ◽  
Vol 10 (5) ◽  
pp. 5-11
Author(s):  
Bhavika Pandita Hakhroo
Keyword(s):  
Rural Areas ◽  
Rural People ◽  
Rural Markets ◽  
The Past ◽  
Rural Market ◽  
The People ◽  
Rural Economies ◽  
The Future ◽  
Current Scenario ◽  
Rural Consumers

The aim of this research is to study the current scenario of Rural Marketing in India, the rural market presents with its various opportunities and challenges, given how diversely populated the rural consumers in India are. The rural market consists of 83.3 crore people and this is what attracts marketers to enter in this market. To market in the territory of rural marketing corporations must understand the rural consumer. There is a shift incoming from urban to the rural marketing as the development and levels of literacy and awareness among the rural consumers is rising and these consumers want value for their money. Marketers when catering to rural consumers need to connect with them and also undertake demonstrations for the better understanding of the rural people. Many innovations in the strategy to market into the rural markets have been undertaken in the past years. This paper aims to understand these innovations and strategies and to understand the rural consumer of India. The future of rural marketing and the development in rural areas is promising in development of rural economies and for the people living in these rural areas a better life.

scholarly journals Rural Telecom Services: Marketing Issues and Experiences in West Bengal Market Perspective

2019 ◽  
Vol 8 (6S) ◽  
pp. 790-795
Keyword(s):  
Supply Chain ◽  
Rural Areas ◽  
Indian Population ◽  
West Bengal ◽  
Services Marketing ◽  
Current Paper ◽  
Indian Market ◽  
Rural Markets ◽  
Rural Market ◽  
Market Perspective

The knowledge of Rural Marketing in Indian Economy has continuously played an important role in the existence of individuals. The rural market in India contributes larger revenues in the nation, as the rural areas contain most of the consumers in this country. Indian Rural Marketing has always been tough to do area and comprise of uniqueness. Though many enterprises were effective in influencing the rural markets, they captured the market with appropriate innovative marketing moves. As two-third of Indian population resides in rural areas, the market is massive for the businesses to be present and effective in all rural markets. They have to carry out few experiments in areas such as pricing and supply chain. The current paper intends to know the marketing issues and experiences in Indian market. The foremost aim of this study is to notice the potential of Indian rural markets and finding out several difficulties being faced by rural markets.

A Study Of Expansion Of The Fmcg Market Across Rural Areas

2019 ◽  
Vol 118 (8) ◽  
pp. 142-151
Author(s):  
Dr. Udayagiri Raghunath ◽  
Dr. V.Venkateswara Rao
Keyword(s):  
Rural Areas ◽  
Urban Areas ◽  
Customer Choice ◽  
Income Levels ◽  
Rural Markets ◽  
Urban Markets ◽  
Tv Media ◽  
Rural Clients ◽  
Tv Watching

The corporate companies dealing with FMCG products have started focusing on rural markets as the urban markets have become saturated and highly competitive. Capturing the rural markets brings forth a whole new set of challenges as it is laborious to break in. This market presents the companies with gamut challenges on a new dimension which demand entirely different strategies as compared to the ones used in urban areas. Studying the rural markets for rural markets has become crucial more than ever. It is an objective learning, psychiatry of dispersion, impact of the FMCG in rural areas. This research uses diverse utensils, procedure toward analyze composed records. Several of the features used in analyzing the data are the consumer characteristics like educational qualifications, professions they are in, and the income levels. The role of TV media advertising is also analyzed. Many deals and promotions advertised on TV are investigated. The scope of authority wield by publicity happening customer choice production has looked into. The different levels of media exposure and preferable TV watching times and their favorite programs considered while analyzing the data. The spending prototype of rural clients on FMCG is examined and further categorized based on their income levels, educational qualifications, and legal awareness of consumer act. All the analyzed data, results, and suggestions presented in the visual formats.

Understanding Rural Retailer at the Base of the Fortune Pyramid

2015 ◽  
Vol 3 (2) ◽  
Author(s):  
Nilamadhab Mohanty
Keyword(s):  
Rural Areas ◽  
Market Development ◽  
Design And Implementation ◽  
Rural Market

The literature in the field of rural marketing has paid little attention to intra-rural transaction. However, approaches towards inclusive marketing and rural market development are incomplete without clarity on rural to rural transaction. In this article an attempt has been made to understand the rural to rural transaction in the context of rural retail units. Identification of the supportive features, appreciation of organizational limitations of the business, and design of alternative revenue options were found as three strategies adopted by rural retailers to build a profitable enterprise. Compatibility and desirability of the revenue alternatives have been discussed to be the indicators determining the importance of each of these strategies. Implications are discussed both for commercial ventures involved in rural marketing as well as for agencies concerned with the design and implementation of income generating programmes in rural areas.

scholarly journals Farms Typologies and Their Impact on the Development of Rural Areas in Moldova

2018 ◽  
Vol 1 (1) ◽  
pp. 190-195
Author(s):  
Liliana Cimpoies ◽  
Elena Semionova
Keyword(s):  
Cluster Analysis ◽  
Rural Areas ◽  
Agricultural Production ◽  
Rural Economy ◽  
Family Farms ◽  
Market Place ◽  
Sustainable Rural Development ◽  
Different Types ◽  
The Individual ◽  
Academy Of Sciences

Abstract For Moldova’s agriculture are characterized the existence of many small family farms and only a small number of corporate holdings (limited liabilities companies, agricultural production cooperatives etc). Most of individual farms, small by size produce only for own family consumption and cannot find their way to the market place. The accentuated poverty makes rural economy to flow more and more to a natural subsistence economy, isolating itself from the market economy. The goal of this paper is to delimitate different types of farms based on selected indicators and to appreciate their level of development. Differences in farms levels of development are appreciated through cluster analysis. The research includes the analysis of farms survey data. This research was carried as a part of the Academy of Sciences project “Sustainable rural development in Republic of Moldova in the context of EU accession”. In the project were surveyed 938 individual farms from nine districts across the country. As a result, we distinguish three types of farms: natural, family and market household. The cluster analysis allows to characterize the farms level development, to determine the main priority directions, and to elaborate measures for the individual farms further sustainable development.

scholarly journals IDENTIFIKASI KOMPONEN ISOFLAVONOID PADA BUAH BALANGKASUA (Lepisanthes alata (Blume) Leenh.)

2019 ◽  
Vol 44 (2) ◽  
pp. 205
Author(s):  
Susi Susi
Keyword(s):  
Vitamin C ◽  
Rural Areas ◽  
Research Result ◽  
Nutrient Content ◽  
Crude Fiber ◽  
Total Acid ◽  
Growth Area ◽  
Phytochemical Compounds ◽  
Low Levels ◽  
Peel Extract

Balangkasua (Lepisanthes alata (Blume) Leenh.) is one of the exotic fruit typical of South Kalimantan, there are two kinds are yellow and purple-peel. This exotic fruit is still relatively low levels of consumption, this is because the harvest period is very short, not yet commercially grown, the growth area is in rural areas that are generally difficult to reach by public. Though the content of the nutritional value and phytochemical compounds that can be utilized. This research was aimed to determine the nutrient content in the pulp and peel and identify isoflavonoid component in the methanol extract of peel, pulp and seeds of purple peel balangkasua. Research result showed that pulp balangkasua contain protein of 8.40%, crude fiber of 21.76%, total acid of 26.90 mg KOH / g as well as vitamin C of 41.50 mg / 100 g, whereas in peel has a protein content of 4.20%, crude fiber of 37.83%, total acid of 13.47% and vitamin C of 38 mg/100 g).  Balangkasua was detected contain isoflavonoid compound there were equol and daidzein in seed, pulp was contained genestein, equol and genistin, and in the peel extract was contained genestein.

scholarly journals The Impact of Packaging and Labeling Elements on the Rural Consumers’ Purchase Decision for Skincare Products in Bangladesh

2020 ◽  
Author(s):  
Mohamed Osman Elamin Busharads ◽  
Richmond Sam-Quarm ◽  
Ahmed Ishtiaq Zadid
Keyword(s):  
Rural Areas ◽  
Sampling Frame ◽  
Test Technique ◽  
Rural Markets ◽  
Urban Markets ◽  
Marketing Activities ◽  
Rural Consumers ◽  
Promotional Strategies ◽  
Sample Age ◽  
The Impact

Differences in socio-economic conditions, demographics, and infrastructural variances in the rural markets create substantial variances in the consumption patterns compared with the urban markets. As per a report of the World Bank, about 63 percent of the population resides in Bangladesh’s rural areas as it constitutes a bigger market for the consumption of different products. The researchers envision identifying the impact of packaging and labeling elements in the decision-making evaluation for different skincare products. The research exploration comprises of four objectives, i.e., perception and attitude towards packaging and labeling elements for the rural consumers, measuring the relative impact based on the demographical changes, determining the sensitivity towards branding elements and communication portrayed, and the ability in identifying the original skincare products in comparison with the copy products in the rural markets. The researchers conducted surveys in the Mymensingh, Netrokona, Jamalpur, and Sherpur Districts of the greater Mymensingh Division of Bangladesh. A total of 390 responses were selected based on the non-probability sampling frame. The target sample age group was chosen between 13 to 54 years. Researchers developed a questionnaire in combination with close-ended questions along with simple dichotomies. For analyzing the outcomes, the researchers have applied a statistical method of the “Z-test” Technique. The researchers identified that the packaging and labeling of skincare products influence rural consumers’ behavior. Different promotional strategies and trade marketing activities are recommended based on the findings, reinforcing the rural consumers’ acceptance of skincare products.

scholarly journals Challenging Cocacolisation of Rural Nepali Market: The Role of Education

2017 ◽  
pp. 31-48
Author(s):  
Raj Kumar Dhungana ◽  
Alexandra Pfefferle
Keyword(s):  
Age Groups ◽  
Primary Source ◽  
Data Generation ◽  
Knowledge And Skills ◽  
Rural Markets ◽  
Rural Market ◽  
Rural Nepal ◽  
Desk Review ◽  
Red Bull

The shelves of local shops are filled with an abundance of imported beverages. Coca-Cola, Pepsi, Fanta, Sprite, Frooti, and Red Bull among others have made the way to rural Nepal, where agriculture is still the primary source of income. As the result of increasing access to imported goods and products in rural markets, local products are gradually losing ground. This paper shows that tailored consumer education can assist de-cocacolising the market and increase the competitiveness and diversification of local products. It does so by imparting knowledge and skills to individuals to be critical and responsible consumers who start seeking an equal share of local products in the rural market. For this paper, extensive desk review, rural market observations and interviews with consumers of different age groups, vendors and youth were used as data generation techniques.

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