Sie sind auf Seite 1von 2


Rural marketing is promotion of a company's products in the rural market by using strategies which differs from that of urban market, the rural market is more prices sensitive but it has preference for quality.

The influence of globalization & the development of the economy are visible in the rural area as well. This changing plethora of consumer behaviour in the rural segment provides immense opportunity to marketers. How reality does affect the planning of marketers? Do villagers have same attitude like urban consumers? The question arises for the management of rural marketing effects in a significant manner so than companies can enter in the rural market with the definite goals and targets but not for a short term period but for longer duration. Today we observe that the big organized players as well as the local regional players are eying on the shopping basket of this simpleton so to say. This adds to the opportunities to understand & serve this market. Development programs in the field of agriculture and related activities, health education, communication, rural electrification, etc have improved the lifestyles of poor and the illiterate and some market.......

1. Profiling the rural consumer in terms of demographics- income, age, household size,

education and sex.

2. To measure the success of rural marketing campaign of few brands in Terms of

consumer appreciation. 3. To analyze buyer behaviour towards FMCG goods. 4. To analyze buyer behaviour towards agricultural goods. 5. To understand media patterns & influence on buyer behaviour. 6. To evaluate opportunities to set up a rural store. 7. To evaluate the environmental issues effecting farmers & the rural population.


1. Monthly income of villagers is between 5000 and 10000.

2. The main occupation of them is agriculture. But some are labour also. 3. Rural consumers have mostly homogeneous group with similar needs, economic

conditions and problems.

4. Low priced products can be more successful in rural markets because the purchasing

power of rural consumers is low.

5. Rural consumers buy small or medium size of the product. 6. Almost consumers buy products whenever they require from nearby the village as

well as from city. 7. Source of media in each & every village is same i.e., face to face communication, T.V & newspaper.
8. Brands of the product use by them are almost same. For Example:

a) Lux & Goodrej No.1 as bathing soaps. b) Clinic Plus as shampoo. c) Nirma as washing powder.
d) Urea, DAP & Die as chemical fertilizers; etc.

9. All are dissatisfied from government.

10. Their demands from government are also similar. For Example:

a) Provide subsidy. b) Provide loan at low rate of interest. c) Provide proper electricity connection and water supply. d) Provide jobs. e) Provide pensions; etc.