Rural marketing features. What is Rural Marketing? 2022-10-12
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Rural marketing refers to the process of promoting and selling products and services in rural areas. These areas are often characterized by low population densities, low levels of urbanization, and limited access to modern amenities. As such, rural marketing presents a unique set of challenges and opportunities for businesses looking to tap into this market. In this essay, we will explore some of the key features of rural marketing and discuss how businesses can effectively reach and engage with rural consumers.
One of the primary features of rural marketing is the low level of income and purchasing power of rural consumers. In many cases, rural households have significantly lower incomes than their urban counterparts, which can limit their ability to afford certain products and services. This means that businesses targeting the rural market may need to offer lower-priced products or adapt their marketing strategies to appeal to this price-sensitive segment.
Another feature of rural marketing is the limited access to modern amenities and infrastructure. Many rural areas lack access to the internet, reliable electricity, and modern transportation systems. This can make it difficult for businesses to reach rural consumers through traditional marketing channels, such as online advertising or mass media. Instead, businesses may need to rely on more traditional marketing methods, such as face-to-face sales, word-of-mouth advertising, and community events.
A third feature of rural marketing is the lack of brand awareness and loyalty among rural consumers. In many cases, rural consumers may be unfamiliar with the brands and products available in the market, and may not have established brand preferences. This presents an opportunity for businesses to differentiate themselves and build brand loyalty among rural consumers.
To effectively reach and engage with rural consumers, businesses need to adopt a targeted and customized marketing approach. This may involve adapting products and services to meet the specific needs and preferences of rural consumers, as well as developing marketing strategies that take into account the unique challenges and opportunities of the rural market. Some strategies that businesses may consider include:
Partnering with local organizations or influencers: By partnering with local organizations or influencers, businesses can gain valuable insights into the needs and preferences of rural consumers, and build trust and credibility in the local community.
Leveraging traditional marketing methods: As mentioned earlier, traditional marketing methods, such as face-to-face sales, word-of-mouth advertising, and community events, may be more effective in reaching rural consumers than online or mass media marketing.
Offering affordable and tailored products: By offering affordable and tailored products that meet the specific needs of rural consumers, businesses can differentiate themselves from competitors and build brand loyalty.
In conclusion, rural marketing presents a unique set of challenges and opportunities for businesses looking to tap into this market. By adopting a targeted and customized marketing approach, businesses can effectively reach and engage with rural consumers, and build strong and lasting relationships with this important segment.
Features Of Rural Marketing
It is generally due to geographical dispersion and uneven land fertility, which has an impact on the rural market. Salesmen selected the opinion leaders in village and painted the village post office, library, or the house of the pardhaan to demonstrate that paint does not peel off. There are different definitions for the term rural market: ADVERTISEMENTS: 1. Doing so will help you to save the time taken in transferring customer data between the different systems. The following tactics can be used to increase product availability: Local or Regional Markets: Local markets in rural locations include fares, farmers' markets, Sunday markets, and feeder markets. In recent years, rural publicity vans have become a purchasable service. Their demand towards quality products with better pricing has increased.
What is Rural Marketing? Definition, Ways, Features, Environment, Potential, Challenges
Instead of trying to change the shopping habits of the rural consumer, companies should tune their distribution and merchandising to rural habits. The rural market is no longer sleeping but we are. This will likewise permit savoring the beverage. As regards the print media, the various publications reach only 18 per cent of the rural population. In some cases, the same product may be equally acceptable in both rural and urban areas. Specialization has resulted in increased production, which is the base for the growth of marketing. Example — In urban markets, print media has become very popular.
What Is Rural Marketing? Definition, Scope, Feature, Importance, Characteristics
In spite of the development of permanent shops, haats play a vital role in the village economy. Packaging brand information through entertainment in well design manner not only makes the communication more effective and can improve understanding and absorption of key brand information. Interestingly, 75 crores Indians reside in rural areas, accounting for 70% of the country's population. To be precise, rural marketing in India Economy covers two broad sections, namely: i. All these aspects lead to the growth of the market. The earlier programmes such as Intensive Rural Development Programme, Million Wells Scheme, Development of women and children in rural areas have been merged under this scheme.
There are numerous villages located throughout the country, with a small group of people living in each of them. The firm can exhibit its films and other audio-visual presentations such as slide shows, sound and sight presentations, puppet shows, etc. Pricing While Sachet pricing may have worked very well for Chik shampoo, the overheads involved in payment collection do not always allow easy execution of sachet pricing. Note that in a rural market, word-of-mouth publicity by locals is the best approach to establish a strong brand image and loyalty. Here, target market consists of customers living in rural areas.
Demand for traditional products, such as bicycles, agricultural inputs, FMCG Products etc. However compared to urban consumer a rural consumer is likely to stick on to the main two or three TV channels. I Shakti kiosk is operated by Shakti entrepreneur and provide information on health, hygiene, legal, veterinary, agriculture, education and employment. It is important for mass media to be complemented by activities aiming at real life demonstrations of the brand in action. As a result, businesses take advantage of these unique events to entice rural customers with various offers and discounts.
What is Rural Marketing? Features, Challenges, Potential and Examples
Differences seem to arise mainly on account of certain external factors that shape the rural market rather than due to the real tastes of consumers themselves. The rural market can be understood as the selling and distribution or exchange of goods in the village or remote areas. The Ministry of Rural Development has also favoured the proposal and has offered to extend financial and other support. On account of high proportion of illiteracy and lack of persistent publicity, branding carries practically little importance in remote villages. This unreliability factor in case of rural income makes the rural consumers extremely conscious in their purchase behaviour as they are not confident about their future earnings. Rural Marketing Research — Introduction, Meaning, Definition, Areas, Characteristics or Attributes or Highlights or Features, Need or Significance or Importance; Thanks for sharing excellent informations. They also bring market feedback to the firm.
Rural Market: Meaning, Need, Features, Importance, Marketing Strategies
Many Languages and Dialects: The presence of local languages causes major difficulty for companies in promoting their products in rural market. How significant do you consider rural marketing procedures for your business? Durables: Tillers, Tractors, Pump sets, Generators, Harvesters, Boat, etc. The above given factors contribute towards the heterogeneous nature of rural market. When agriculture is well developed, the income of farmers will go up as a result of high marketable surplus. Click here for free trial Final Takeaways You have ultimately reached the end section of this detailed guide. In short, the van has all the advantages of carrying and delivering a tailor-made communication programme for the chosen target audience. The working-class section is metropolitan India, which is now all around adjusted.
Rural Marketing: Introduction, Concept and Definitions
The Food Corporation of India FCI is the biggest procuring agency in the public sector. The rural consumers do not give up the brands when compared with urban consumers. The media and the methods have to be formulated accordingly. . Rural Market — 19 Distinct Features of Indian Rural Markets The following feature of rural markets differ in a big way when compared with urban markets: Feature 1. Features of a Rural Market What do we understand by a rural market? Rural to Urban Market: Rural to urban marketing is selling goods and services to urban marketers by rural producers. Many marketers seem to take rural market as agricultural marketing, but it is a wrong view of the subject.
