1. Rural Market & Consumer Profile (INDIA)

2. INTRODUCTION: The term rural marketing -- a term used for the people who deal with rural people in one or many other ways. Rural India housed 75 Rural India housed 75per cent of all new per cent of all new factories built in India in factories built in India in the last decade. the last decade. Factories in rural Factories in rural regions currently account regions currently account for about 70 per cent of all for about 70 per cent of all new manufacturing jobs. new manufacturing jobs. Rural Marketing is defined as any marketing Rural Marketing is defined as any marketing activity in which the one dominant participant is activity in which the one dominant participant is from a rural area. This implies that rural from a rural area. This implies that rural marketing consists of marketing of inputs to the marketing consists of marketing of inputs to the rural as well as marketing of outputs from the rural as well as marketing of outputs from the rural markets to other geographical areas. ... rural markets to other geographical areas. ... In incremental terms, In incremental terms, spending in rural India spending in rural India during the period 2009 during the period 2009 2012 rose by US$ 69 2012 rose by US$ 69 billion to urban Indias billion to urban Indias US$ 55 billion. US$ 55 billion. 3. CLASSIFICATION (RC) : 4. Rural Consumer Profile: 1. Size 2. Location 3. Low Literacy 4. Rural Income 5. Rural Savings 5. 6. Reference Group 7. Occupation 8. Media Habits 9. Brand Loyalist 10. High Degree of Involvement (check & re-check) 11. Inter-Personal Communication 6. Buying Behavior(RC): The rural consumer has a very high involvement in any product purchased. Purchases products more often (mostly weekly), usually in small quantities. Is very quality conscious & value for money is of prime importance. Looks more for functionality of the product. 7. Is brand loyal. Once loyalty formed is difficult to dislodge. He understands symbols and colors better, and looks for endorsement by local leaders or icons. The source of information is critical for him. Purchasing decisions taken by the eldest member of the family. Brisk buying is done after the harvesting period. Major purchasing is done during the festivals. Usually buyer is different from the user. 8. Market Penetration Strategies (4Cs, 4As, 4Ps): 9. Products that flourished 10. Products that failedHey Nakko...