Page 36 - DMGT509_RURAL MARKETING

Unit 2: Rural Marketing Environment

Notes
Table 2.1: Some Important Variables in Mega Environment

Economic Technological Political & Legal Socio-cultural
 GDP trends  Spending by govt on  Type of Govt.  Life-Style
 Interest rates R&D  Tax Laws  Religion
 Inflation  Industry spending on  Foreign trade  Language
R&D
 Type of regulations  Customs
economy  Focus of technology  Constitutional  Age
 Income  Patent protection framework distribution
 Disposable  Productivity  Anti trust litigation  Languages
income  Communication &  Labor laws  Growth rate of
 Wage-price Infrastructural  Attitude toward population
control  New products foreign co.
 Money supply  Commercialization of  Stability of govt
technology

2.2.2 Rural Economic Environment

Table 2.2

Rural Economy

Farm Sector Non-farm Sector

Agriculture Rural Industries Rural Services
Animal Husbandry Agro Processing Retailing & Trading

Manufacturing Community &
Horticulture
Social Service
Mining &
Forestry Quarrying Transport & Storage

Fishery Construction Communication

Jajmani System

1. A self-sufficient economy system
2. Revolved around the farmers who owned land
3. ‘Specialist castes’ who provided services to the farmers and to each other
4. System under threat due to urbanization that provided relief from exploitation.

Sources and Patterns of Income

1. Primary source is agriculture
2. No regular income throughout the year (Seasonality)

3. Cash only at the time of harvest

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