Page 63 - DMGT509_RURAL MARKETING

Rural Marketing

Notes Inadequate Media Coverage for Rural Communication

A large number of rural families in own radios and television sets there were also community
radio and T.V sets. These have been used to diffuse agricultural technology to rural areas.
However the coverage relating to marketing is inadequate.
Many Languages and Dialects

The number of languages and dialects vary from state to state region to region. This type of
distribution of population warrants appropriate strategies to decide the extent of coverage of
rural market.

Market Organization & Staff

The size of the market organization and staff is very important, to manage market system
effective control. However the existing organizational setup particularly at district and block
level needs to be strengthened in order make the services on various aspects available to the
farmers timely and also easily accessible to them.

Other Influencing Factors in Rural Marketing

Natural calamities and Market conditions (demand, supply and price). Pests and diseases, Drought
or too much rains, Primitive methods of cultivation, lack of proper storage facilities which
exposes grain to rain and rats, Grading, Transport, Market Intelligence (up to date market prices
to villagers), Long chain of middlemen (Large no. of intermediaries between cultivator and
consumer, wholesalers and retailers, Fundamental practices (Market Dealers and Commission
Agents get good part of sale of receipts).

Major Losers

Small and marginal formers, 75% villagers are illiterates or semiliterate, they facing difficulties
like proper paper procedures for getting loans and insurance. The farmers facing high interest
rates for their credits (Local money lending system). Most of the credit needed for agricultural
inputs like seeds, pesticides, and fertilizers.

Major Weaknesses and Challenges

 Traditional mind not to react new ideas.

 Agricultural income mostly invested in gold ornaments and weddings.
 Low rural literature.
 Not persuading new thinking and improved products.

Notes India is the second largest producer of fruits and vegetables in the world with an
annual production of more than 110 million tones of fruit and vegetable only 1.3 percent
of the output is processed by the organized sector commercially.

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