Page 281 - DMGT509_RURAL MARKETING

Rural Marketing

Notes At the time of writing (April 2006), the workforce is almost 70% male. However, this
varies within the different areas of the sector. For example, 75-80% of employees in the
equine and floristry industries are female.
Like many other sectors in the UK, the land-based sector is becoming more service oriented.
There has been major growth in the use of land for leisure and tourism as opposed to
purely production-based purposes. This is particularly evident in the growth of the
horticultural, landscaping, equine and environmental sectors. For graduates, this means
that many higher-level jobs are located on the ‘agri-business’ side, as opposed to direct
production.

Poverty remains a predominately rural phenomenon in Africa, yet there has been
surprisingly little research of the continent’s rural labour markets. IDS worked in
partnership with the Economics Department of the University of Zambia and Rural Net to
produce such an analysis.
If poverty reduction is to be successful it will need to tackle the issue of raising incomes in
rural areas. An understanding of how rural labour markets work ha. The project included
a household survey covering 1,000 households and oral life histories. It provided insights
into the livelihoods of the poor and relevant information for targeted interventions. It
will help design more appropriate surveys and contribute to academic analysis of markets
in rural Africa and offer implications for the design of poverty reduction strategies. The
contractual arrangements typical in rural markets do not fit readily into categories
commonly used by economists. Rather there is a complex array of interlocking social
obligations and cash payment is only one of many forms of remuneration.

Question
Describe the planning process given in the case study and your own recommendations for
better planning.

14.18 Summary

 The Indian government also set up Ministry of Food Processing Industries to stimulate the
agricultural sector of Indian economy and make it more lucrative.

 India has a geographical area of 328.73 million hectares; of which reported area for land
use is 306.04 million hectares.
 In 1970, Nirma was the first FMCG Company to initiate and produced goods according to
rural consumers.
 India’s growth trajectory is highly driven by the development of the rural clan.
 The Indian consumer base is highly supported by the rural population.

 India’s consumer durables market is anticipated to expand by 40 per cent in 2011-12.
 The Indian rural market is expected to grow more than tenfold to become a USD$100
billion opportunity for retail spending in the next 15 years.

 The rural market is currently worth approximately USD$9 billion in consumer spending
in the FMCG space annually.
 In late May, when India’s GDP numbers were released, many were happily surprised. In
the fourth quarter of the fiscal year.
 Maruti Suzuki, India’s leading automobile manufacturer, today sells 5% of its vehicles in
the rural markets.

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