Page 134 - DMGT509_RURAL MARKETING

Unit 7: Segmenting, Targeting and Positioning

Population No. of Villages % of Total Villages Notes
Less than 200 114,267 17.9
200-499 155,123 24.3
500-999 159,400 25.0

1,000-1,999 125,758 19.7
2,000-4,999 69,135 10.8
5,000-9,999 11,618 1.8

10,000 & above 3,064 0.5
7.3.2 Based on Location with Respects to Nearby Town

1. Villages Near Urban Centers.
2. Villages in Developing Districts
3. Immobile and self sufficient Asiatic Villages

7.3.3 Based on Size of Farmland

1. Marginal Farmer : holding up to 1.0 hectare
2. Small Framer : holding 1.0-2.0 hectare

3. Semi-medium Farmer : holding 2.0-4.0 hectare
4. Medium Farmer : holding 4.0-10.0 hectare
5. Large Farmer : holding 10.0 hectares and above

Self Assessment

State whether the following statements are true or false:

6. Effective market segmentation takes effort.
7. The MICA Rural Market Ratings (MRMR) has been developed by the Mudra Institute of
Communications.

8. Effective positioning involves a good understanding of competing products and the benefits
that are sought by your target market.
9. There must be clear-cut basis for dividing sellers into meaningful homogeneous groups.

10. Market Targeting is a process through which businesses identify if different market groups
seem to be good ventures.
11. Business should aim to define themselves in the eyes of their customers in regards to their
product.

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