Page 43 - DMGT509_RURAL MARKETING

Rural Marketing

Notes Potential and Changing Pattern of Rural Marketing

Consumer products where rural consumption is more than urban consumption are:
Bicycles 80% Rural 20% Urban
Safety razor blades 67% Rural 33% Urban
Silk Clothing 59% Rural 41% Urban
Books & Stationery 55% Rural 45% Urban
Woolen Clothing 53% Rural 47% Urban
Other Consumables 53% Rural 47% Urban
Generators 95% Rural 05% Urban
Products where rural consumption growth rates are higher as compared to urban markets are as
follows:
1. Packed Tea
2. Alcoholic Beverages

3. Tobacco Products
4. Medicines
5. Detergent Powder

6. Soap Cake/Bar
7. Detergent Cake/Bar
(a) Due to television the rural consumer is aware of international products.
(b) Literacy has brought about a change with respect to the rural outlook.
(c) New employment opportunities due to change in government policies has resulted
in round the year income for at least a certain section of the rural population.
(d) Green Revolution and after the Indian farmer has become prosperous.
(e) The savings pattern of rural India has resulted in better buying power for the rural
consumer.

Tasks
1. Discuss the changing profile of the rural marketing now a days.
2. Discuss the factors contributing to Rural Marketing.

Self Assessment

State whether the following statements are true or false:

6. The urban population of India is concentrated in 3200 cities and towns and the rural
population is scattered over 6, 38,365 villages.
7. The Urban consumers have been drawn into the saving habit in a big way.

8. The personalised banks and the co-operative have been marketing the saving habit in the
rural areas for quite some years.

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