Page 251 - DMGT509_RURAL MARKETING

Rural Marketing

Notes the means of local government. Wider alliances, which increase access to financial
resources, are therefore necessary.
2. The management of natural resources and wastes is an important area of local government
intervention. However, it often includes much wider areas than those administered by
local authorities, and requires alliances with other local, regional, national and sometimes
cross-border governments.
3. National level policies also have an important role, for example, with respect to access to
land and land ownership and titling in both rural and urban areas. Clearly, this is not the
responsibility of local authorities but is nevertheless crucial for local development planning
and practice.
In short, understanding rural-urban linkages matters because it provides the basis for measures
that can improve both urban and rural livelihoods and environments. Ignoring them means
that important opportunities will be lost, and in many cases it will also contribute to poor and
marginal people’s hardship. There are urban initiatives that can reduce ecological damage to
rural areas, and help support regional development. However, with a narrow urban-centric
approach, such initiatives are unlikely to be given the priority they deserve.

Self Assessment

Fill in the blanks:

1. India is the world’s .................... largest consumer market.
2. Majority of the companies have introduced number of services to induce the consumers
.................... .

3. The daily routine of the people makes them to cultivate different ..................... .
4. The .................... boundaries of urban built-up areas often do not coincide with their
administrative boundaries.

5. The .................... of natural resources and wastes is an important area of local government
intervention.
6. There are .................... initiatives that can reduce ecological damage to rural areas, and help
support regional development.

13.5 Stages of Buying Decision Process

The smart companies research the buying decision process involved in their product category.
The consumers’ passes through 5 stages:
1. Problem recognition
2. Information search

3. Evaluation of alternatives
4. Purchase decision and
5. Post purchase behavior
Five stages comprise the consumer buying decision process: problem recognition, information
search, alternative evaluation, purchase decision and post-purchase behavior. Each of these
stages can be a deliberate action such as researching product options or a subconscious thought
like recognizing the juice in the refrigerator has almost run out. A merchant or business must

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