Page 45 - DMGT509_RURAL MARKETING

Rural Marketing

Notes Institute, Gurgaon along with Pradeep Kashyap, director of Marketing and Research Team
(MART) tried working out on some possible solutions to this problem. The limitation of
conventional research tools during the research project prompted them to look at alternative
sources to solve this problem and the results were favorable.
Colors are very strong indicators, and forms, of expressing the feelings in the rural areas and
there are tools devised with colors that represent and reflect the right answer to the researchers'
queries. The selection of colors is done on the basis of the association of rural people with these
colors. For instance, it has been observed that dark green represents a good crop or 'Haryali' (as
they call it) and hence represents prosperity and is considered to be the best. Light green
represents not very good crop and stands next to dark green color.
Yellow represents dry sand or a dry field and hence comes next. Orange is the color of the setting
sun and represents the end of the day and hence is placed after yellow and just before red, a color
that represents danger to them. Such hypothesis has been working well, according to MART,
and it has incorporated these tools in its research projects.
This is probably the beginning to a new form of research and analysis that might change the
paradigm of rural marketing research and, who knows, one might just see this field blossom
into a specialized research activity. If a simple ranking and rating is achieved, a lot can be
explained about the rural preferences and behavior providing the marketers and manufacturers
of goods specific to the rural markets get that meaningful insight to be able to help grow the
markets in these areas.

2.6 Changing Profile of Rural Marketing

The position in the rural market was totally different some twenty years ago. At present there is
a demand for certain articles like T. V., fans, radio, engine oil, readymade garments, detergents,
medicines, etc. New product like toiletries, baby care products and consumer durables are now
getting good support in the rural market.

Parle Agro is marketing 80% of its sale in the rural areas. Batliboi and Co. Ltd. is a leading
marketer in agricultural implements. Hindustan Lever sells its products like soaps, shampoos,
face cream, etc. in all rural markets on a large scale.

Kirloskar and Crompton are leading rural marketers in diesel engines and agricultural
machinery. In the service sector the Central Bank and Canara Bank are the largest banks in rural
India. More and more manufacturers are turning towards rural markets because the urban are
getting saturated. The Indian rural markets have turned out to be gold mine for the marketers in
the nineties.

2.7 Factors Contributing to the Growth of Rural Marketing

1. New Employment Opportunities: The income from new employment and rural
development efforts launched in the rural areas has increased the purchasing power among
the rural people. Self employment policy with the assistance from the bank has become a
great success in the rural areas.
2. Green Revolution: A technological break through has taken place in Indian agriculture.
Rural India derived considerable benefit from green revolution. Today, rural India
generates 185 million tonnes of food grains per year and substantial output of various
other agricultural products.
3. Expectation Revolution among Rural Masses: More than the green revolution, the
revolution of 'rising expectation' of the rural people influenced the marketing environment

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