Page 40 - DMGT509_RURAL MARKETING

Unit 2: Rural Marketing Environment

Technological Environment Notes

It is triggered by three main revolutions:
1. Green revolution
2. White revolution
3. Introduction of non-govt. agencies in the development sector.

Green Revolution

1. Period under 1967-1978 aimed to improve in food self sufficiency.

2. Introduction of mechanization first time.
3. Increase in farm production also introduced mechanized processing spurring growth of
manufacturing sector.

4. Boosted farm productivity, employment creation, standard of living changes.
White Revolution

1. Aims for achieving self sufficiency in milk products by the govt.
2. Develops linkage between rural producers & urban consumers.
3. Formation of producers cooperatives which institutionalizing & producing processing
milk.
4. Milk production increases almost 5 folds (from 1950 to 2001)
5. Areas effected Gujarat, Punjab, Haryana, U.P.

NGO Movement

1. Provide numerous services for up gradation of rural sector.
2. Helps in providing assistance of technological extensions in rural areas.

3. Also providing basic health and child care services education training opportunities which
helps in development.

Self Assessment

Fill in the blanks:
1. The emergence of an active cash economy is bound to create is bound to create a strong
rural demand and promote ..................... consumption.
2. The biggest thing is that there is lack of any research into the ..................... behavior of the
rural areas.
3. The ..................... population of India is concentrated in 3200 cities and towns and the rural
population is scattered over 6, 38,365 villages.
4. One of the deterrents for marketers to exploit the rural market ..................... has been the
vastness of the rural market in terms of areas covered and the location of the rural
population.
5. Rural consumers have diverse ..................... backwardness.

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