Page 32 - DMGT509_RURAL MARKETING

Pooja, Lovely Professional University Unit 2: Rural Marketing Environment

Unit 2: Rural Marketing Environment Notes

CONTENTS
Objectives
Introduction

2.1 Rural Population
2.2 Rural Marketing Model

2.2.1 Rural Marketing Environment
2.2.2 Rural Economic Environment
2.2.3 Rural Socio-cultural Environment

2.2.4 Rural Political Environment
2.2.5 Rural Technological Environment

2.3 Features of Indian Rural Markets
2.4 Profile of the Rural Consumer
2.5 Understanding Rural Markets

2.6 Changing Profile of Rural Marketing
2.7 Factors Contributing to the Growth of Rural Marketing
2.8 Summary

2.9 Keywords
2.10 Review Questions
2.11 Further Readings

Objectives

After studying this unit, you will be able to:
 Define Rural Marketing Environment.
 Discuss the Features of Indian Rural Markets.

 Describe the Changing Profile of Rural Marketing
 Understand the Factors Contributing to the Growth of Rural marketing.

Introduction

The emergence of an active cash economy is bound to create is bound to create a strong rural
demand and promote rural consumption. The traditional growth and dominance of urban
industrial centres is undergoing rapid changes. A more equitable distribution in rural areas
would also help in slowing down the rapidly increasing influx of people from rural to urban
areas.

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