Beruflich Dokumente
Kultur Dokumente
Marketing
Environment
RMB 02
Some Comparisons
Distribution of Population by age groups
(2001)
Lower due
to migration
factor
Age Groups
Rural
Urban
04
11.5
8.9
5 14
25.7
21.8
15 19
9.5
10.6
20 34
23.1
26.8
35 54
19.7
22.5
55+
10.5
Education in India (2001)
Lower due
to lack of
facilities
Education Level
Below Primary
Primary but below
Middle
Middle but below
Matric
Matric but below
Graduate
Graduate and above
RMB 02
9.4
Rural
31.7
Urban
18.0
29.5
22.9
16.9
16.3
18.4
29.6
3.5
13.2
4
Some Comparisons
Joint
Family
System
Breakdow
n
Family Structure
Type of Household
Joint
Rural
19.5%
Urban
15.2%
60.2%
65.5%
17.1%
15.4%
Others
Total (million)
3.2%
138
3.9%
54
Household Size
Size of Household
1 2 members
Rural
11.1%
Urban
10.7%
3 4 members
30.4%
38.8%
5 6 members
34.0%
32.8%
24.5%
5.36
17.7%
5.31
7 members Source
and above
: IRS 2005
Average Family Size
RMB 02
Occupational Pattern
Over 40% of rural population is in cultivation
RMB 02
Number of
Villages
92,541
200-500
127,054
501-1,000
144,817
1,001-2,000
129,662
2,001-5,000
80,313
18,758
Source : MART
RMB 02
Total number of
villages
593,145
90 % of
durables
purchased
by rural
people from
these towns
Class I
423
82
47
32
Class II
50,000 99,999
498
79
44
31
Class III
20,000 49,999
1,386
77
36
32
Class IV
10,000 19,999
1,560
76
29
34
Class V
5,000 9,999
1,057
76
27
35
Class VI
237
80
37
34
5,161
80
48
32
All India
Economic Environment
The rich and the very rich have doubled in the last ten years
The aspirers and the destitute have fallen by 50%
Increasing incomes are also changing expenditure patterns
Annual
Income
All figures in
%
19952006-
96
07
0.3
0.9
Rs 45,001- 215,000
13.5
25.0
Rs 22,001- 45,000
31.6
49.0
Rs 16,001 - 22,000
31.2
14.0
23.4
11.1
100.0
100.0
Above Rs 215,000
RMB 02
RURAL
URBAN
1983
112
166
1991
281
458
2001
486
855
Source: NSSO
Consumption Expenditure
Rural
Percentage
YEAR
FOOD
NONFOOD
1983
66
34
1991
63
37
2001
59
41
Source: NSSO
Per capita consumption expenditure has grown 4 times in the last two decades
Expenditure on non-food items is increasing
42 million rural households avail banking services in rural against 27 million in
urban
RMB 02
10
11
Village Community
Villages are self-sufficient and autonomous
Each village has a council of elders (panchayat)
Panchayats have the constitutional authority for
exercising self-governance
The panchayat structure has undergone change
with elections and reservation for underprivileged
families
Shift from subsistence farming to commercial and
mixed farming has made the village dependent on
external factors
RMB 02
12
Caste System
The rural society has a strong caste system:
Brahmins
Kshatriyas (Warriors)
Vaishyas (Business Class and traders)
Shudras (involved in odd jobs) Untouchables
RMB 02
13
Political Environment
The panchayats were dominated by upper castes
The panchayati raj system has introduced an
14
Tecnological Environment
Triggered by three major revolutions:
Green Revolution (1967 to 1978) to bring about food self-
15
Institutional Market
Constituents: Food processing,
Services
Market
communication
RMB 02
Banking,
insurance
credit
cards,
16
Rural
Market
Crores
FMCG products
65,000
Consumer
Durables
5,000
Agri-inputs incl.
tractors
45,000
2/4 wheelers
8,000
TOTAL
1,23,000
RMB 02
big
question
transactional
or
developmental approach to the rural markets
Agri-input companies follow an extension
services approach to increase productivity
HPCL is promoting concept of community
kitchens to popularise cooking gas
HULs Project Shakti improves the income of
rural women
The rural marketing process needs to be
evolutionary and not revolutionary
RMB 02
18
Marketing Management in
Non-Profit Sectors
NGOs have started partnering with corporates
Corporates are facing saturation in the urban
RMB 02
19