Rural marketing refers to the marketing of goods and services to the population living in rural areas, or in other words, outside of urban centers. It is a specialized form of marketing that takes into account the unique characteristics and needs of the rural market, which can differ significantly from those of urban markets.
One of the key challenges of rural marketing is the dispersed nature of the target market. Rural areas are often characterized by low population densities, making it difficult for companies to reach and engage with their target audience. This can be further complicated by the lack of infrastructure in many rural areas, such as poor or non-existent roads and limited access to electricity, which can make it difficult for companies to transport and sell their products.
To overcome these challenges, companies often need to adopt creative and innovative marketing strategies that are tailored to the needs of the rural market. This can include the use of mobile marketing campaigns, which can reach consumers in remote areas, as well as the use of traditional marketing channels such as word-of-mouth and local advertising.
Another key aspect of rural marketing is the need to understand and respect the unique cultural and social norms of the rural population. Rural communities often have their own distinct values, beliefs, and traditions, which can influence their purchasing decisions and behavior. Companies that are successful in rural markets are those that take the time to understand these cultural differences and tailor their marketing efforts accordingly.
Rural marketing is an important and growing field, as it allows companies to tap into a significant and often untapped market. By understanding the unique challenges and opportunities of the rural market, companies can develop marketing strategies that are effective and sustainable, and ultimately drive long-term growth and success. So, the rural marketing is very important for the development of the rural areas and it also helps in the economic growth of the country.
Rural Marketing: A Detailed Guide For 2022
Usage of better irrigation facilities, fertilizers, pesticides, high-yield variety seeds coupled with the application of agri-implements such as — tractors, pump-sets, harvesters and sprinklers etc. Poverty, unemployment and lack of financial resources for modernising agriculture and starting small industries are the other problems faced by rural people. It will have its impact on target groups like farmers, youth and women. The Central Warehousing Corporation CWC and the state Warehousing Corporations SWCs do not extend their network of warehouses to the rural parts. Rising Aspirations of Rural People and Attraction for High Standard of Living : The average household income has increased from Rs.
What is Rural Marketing? Definition, Ways, Features, Environment, Potential, Challenges
Channels Services: The growth in prosperity, income levels, aspiration levels and the bridging of urban-rural gaps has also led to the growth of leisure requirements in rural markets. The rural areas had negligibly been tapped, but increasing globalization, has forced marketers to connect with the rural markets. There is a tremendous potential for consumer durables like two-wheelers, small cars, television sets, refrigerators, air-conditioners and household appliances in rural India. Similarly, nearness to an industrial project center can also be used as a relevant consideration for segmentation. The rural share in many products is more, compared to the urban share. There are no banks in villages having less than 2,000 population. Recently, there is a reduction in the dependence on agriculture.
What Is Rural Marketing? Definition, Scope, Feature, Importance, Characteristics
Other Influencing Factors in Rural Marketing: Other events which impact the rural economy are natural calamities and market conditions. Rural Marketing Creates Employment Opportunities: Diversification of agriculture, development of village level industries and marketing of modern goods and services, provide employment opportunities. Inadequate Physical Communication Facilities : Maximum of all organized communication facilities are available in urban areas only. Its urban-oriented ad campaign, starring the devil, was drastically altered. To achieve rural sales target of the marketers, this is the right time for them to initiate efficient promotional policies in an effective manner. Physical distribution is a challenge to marketers who have found innovative ways to market their products. Publicity vans induce brand trial.
What is Rural Marketing? Meaning, Scope & Importance
Furthermore, a variety of rural education programs have been launched by the government as well. Likewise, HDFC Bank launched "Har Gaon Hamara," a rural marketing campaign. Ending 2011, there were 929 million mobile subscribers. At the current rate of growth, it will soon outstrip the urban market. Urban to Rural Market Urban to rural marketing refers to the sale of goods and services in rural areas by urban marketers. .
Rural Marketing: Definition, Features, 4As, and Reasons For Adopting
Saturation in urban market is a signal for marketers to make strategies for tapping rural markets. In rural markets it is always the channel partner and retailer who plays a vital role. Level of agricultural advancement in overall terms can also be a base. The office-bearers are elected representatives. But access to sanitation, electricity, education and health care is still lacking in villages and the people should have basic amenities of life such as Roti, Kapda, Makaan, Bijli, Sadak and Pani.
Rural Marketing: Introduction, Concept and Definitions
This is because the rural population engages in activities like daily wage labor and agriculture, and allied activities. Most of the rural areas are being captured by nationalized as well as small banks. Availability Ensuring consistent availability of the products in remote rural areas is another key aspect of rural marketing. This is why many find it difficult to spend money on overpriced things. Rural Marketing — Factors Responsible for the Continuous Growth of Rural Market With Challenges There are a number of factors, areas or activities which are responsible for the fast and continuous growth of the Rural Market. Industrial Market Components: It primarily includes agricultural-related and other elements such as animal husbandry, poultry farming, fishing, cottage industries, health centers, co-operatives, panchayat offices, schools, and so on. A product is priced at odd numbers such as 99, 199, 299, and so on could be a successful rural marketing method.
Rising Rural Prosperity: Average income level has improved due to modern farming practices, contract farming, industrialization, migration to urban areas and remittance of money by family members settled abroad. Which at the end helps in creating more business opportunities and more healthy distribution chain in rural areas. Examples- a Companies like HUL and Colgate have highlighted the importance of health and hygiene among villagers through school teachers, village meetings and film shows. Let us now understand the various opportunities that a rural market holds for business organizations and companies: Saturation of Urban Markets: The metropolitan areas are well-equipped with different products and services. Continuous government efforts for narrowing income inequalities have expanded the market for consumer goods by bringing into its fold newer segments.
Major Income of Rural Consumers is from Agriculture : Rural prosperity is tied with agriculture prosperity. Total internet subscribers is expected to reach 243 million by 2014. The middle-class segment is urban India, is already well serviced. Therefore, the marketer should use innovations in packing the rural-based products for minimising the total costs. Rural people have started to go to urban areas for higher education. The more popular ones among them are analyzed below: Audio-Visual Publicity Vans.
