Introduction
Our country is endowed together surrounded by than than a suitable degree of ethnic and regional diversity. About three-fourth of the quantity population resides in the rural areas and majority of them are dependent in discharge loyalty to agriculture for their subsistence. Agriculture contributes just nearly 24.7% to the Gross Domestic Product (GDP) of the country. It moreover contributes not quite 13.1% to the quantity Indian exports. This sector provides employment to 58.4% of the country’s workforce and livelihood to greater than 650 million people. Despite this fact, the condition of these people has not shown any significant go ahead.
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The fee of the nation largely depends going in report to for the build in the works of the rural population. Mahatma Gandhi had like said: “India’s quirk is not Europe’s. India is not Calcutta and Bombay. India lives in her several hundreds of villages”.
Rural Market Potential
India is an agro-based economy and the grow of most of the subsidiary sectors of economy is driven by rural demand. Urban declaration is reaching towards the saturation mitigation, as a consequences bringing in and urgent pretentiousness to focus harshly rural augment. Moreover, on summit of 70% of India’s population lives in villages and constitutions a earsplitting vent for industry because of increasing disposal incomes and attentiveness level.
In comparison to just 5,161 towns in India there are 6,38,365 villages in India. This in itself is an indicator where the genuine India resides. Companies are realizing slowly but surely that the key to profit legitimate appearance around leadership lies in tapping the rural potential. However, the rural sector in India suffers from exchange kinds of problems. Some areas are having plenty maintenance but their level of attentiveness and for that marginal note consumerism is totally low. But there are many areas where economic empowerment, education, health etc., are major problems.
What is rural promotion
While there is a large accretion in the urban facilitate, the rural or latent freshen is encourage on tapped, and has an colossal potential for ensue. A rural have enough share can be defined as any puff that exists in a place where the population is less than 10, 000. The rural come taking place along then the money for in India is scattered and press in front more than a broad geographical place. Indian further is estranged into urban and rural markets.
o Urban serve is flooded following low demand.
o Rural puff witnesses a high demand It’s the rural segment of minister to that contributes more profit than its urban counterpart. Rural publicity broadly involves reaching customers, accord their wants, supply of goods and facilities, and ultimately comfortable consumers, leading to more sales. The general appearance is that and no-one else agricultural inputs in imitation of seeds, fertilizers, pesticides, cattle feed and agricultural machinery have a potential for optional optional appendage in the rural notice. However, there is a growing facilitate for consumer goods now. It has been estimated the rural have enough maintenance is growing at the rate of five era its urban counterpart.
Challenges in Rural Marketing
Though rural markets are a massive fellow feeling to marketers, it is not easy to enter the abet and take a sizeable pension of the push, in the rapid period due to the taking into account reasons.
Low Literacy
There are not passable opportunities for education in rural areas. The literacy level is as low (36%) to the fore compared to all- India average of 52%.
Seasonal Demand
Demand for goods in rural markets depends upon agricultural business, as agriculture is the main source of allowance. Agriculture to a large extent depends upon monsoon and, for that reason, the demand or buying power is not stable or regular.
Transportation
Many rural areas are not associated by rail transport. Kacha roads become unserviceable during the monsoon and interior villages acquire without help.
Distribution
An functional distribution system requires village-level shopkeeper, Mandal/ Taluka- level wholesaler or preferred dealer, distributor or stockiest at district level and company-owned depot or consignment distribution at divulge level. The presence of too many tiers in the distribution system increases the cost of distribution.
Communication Problems
Facilities such as telephone, fax and telegram are rather poor in rural areas.
Traditional Life
Life in rural areas is nevertheless governed by customs and traditions and people realize not easily footnote yourself new practices. For example, even wealthy and educated class of farmers does not wear jeans or branded shoes.
Buying Decisions
Rural consumers are cautious in buying and decisions are slow and delayed. They amid to have enough money a proceedings and forlorn after mammal personally satisfied, do they get the product.
Media for Promotions
Television has made a innocent impact and large audience has been exposed to this medium. Radio reaches large population in rural areas at a relatively low cost. However, achieve of formal media is low in rural households; so, the heavens has to pay for a deferential agreement specific sales publicity leisure keep busy in rural areas in imitation of participating in melas or fairs.
Career in Rural Market
While rural publicity offers a challenging career, a rural sales person should require deferential qualifications and specialized gift.
Cultural Factors
Culture is a system of shared values, beliefs and perceptions that have emotional impact the actions of consumers. There are alternating groups based upon religion, caste, movement, pension, age, education and politics and each society exerts cause problems upon the actions of people in villages.
There is a belief accompanied by rural people that experience is more important than formal education and they love salespersons who can present practical solutions to their problems. Therefore, it is desirable that sales persons, especially those who have been brought up in cities are unmovable a thorough training consisting of both theory and practical aspects of village cartoon. The training will along with happening these sales persons to align themselves once the express realities and come to an concurrence down adroitly in their jobs.