Page 91 - DMGT509_RURAL MARKETING

Rural Marketing

Notes 1. The first part is for urban India’s experiences with the Knowledge Centres.
2. The second part is for village knowledge centres.
3. The third part is dealing with PURA in action.
4. The fourth part presents the working domain services for effective knowledge
acquisition to the PURA complexes.
5. The fifth part is a consolidation of data needed for farmers, fishermen and the entire
rural population in an integrated way for sustainable development.
The President has given examples of the following villages:
1. Nagapattinam which has a Village Resource Centre.
2. Ettimadi Coimbatore that has six Village Resource Centres inaugurated by the
President.
3. Mellur Taluk that has centre for providing knowledge connectivity to the villages.
It is a pity that even after nearly sixty years of independence and with several laudable
schemes the villages of the country have remained poor, uneducated and without basic
facilities like medical care and drinking water. What happens between the sanction and
disbursement of funds and the implementation of the schemes? Is the bureaucracy, the
middlemen or just inadequate funding to be blamed.

Question
Look for any lacunae in the schemes and suggest remedial actions for them to succeed.
How the government can empower the villagers is the vital question. Can it be done
through Panchayats or through the government machinery’s Block Development
Organisation?

4.9 Summary

 Problem recognition is defined by obvious or inherent need of the consumer.
 Goal substitution occurs on non-attainment of goal.
 Behaviour is oriented towards achieving personal goals.

 Post purchase behaviour comes from satisfaction, use and disposal after use.
 Sigmund Freud developed the psychoanalytical theory of personality
 Feeling and sensing types believe in their own selves, are subjective and they consult
others during decision-making.

 Some rural customers may be of dogmatic type with rigid behaviour pattern.
 Attitudes are predisposition levels that people have towards a product or an idea.
 Communication Process is planned taking into account the target market segment and the
mind set of the people of the segment.
 Computer addicts would be surfing the Internet and the best media for communicating to
them about software updates would be the web.

 Villages too have manufacturing units either in small sector or even as cottage industry.
 Consumer behaviour in organizational buying therefore becomes complex, with a number
of persons involved in the decision-making.

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