Escolar Documentos
Profissional Documentos
Cultura Documentos
Vishal kukadiya
Hetal Mewada
URBN
RURAL
RURAL
RURAL
URBAN
RURAL
Urban
1951-52
2.3
1956-57
5.7
1961-62
3.1
1966-67
1971-72
1976-77
1.2
1981-82
1986-87
4.3
1991-92
1.3
1996-97
7.8
2001-02
5.8
2006-07
9.2
2010-11
9.6
2011-12
6.9
(SOURCE: mapsofindia.com/india-economy)
Durables
Urban
Rural
Total (%of
rural
House
hold )
Colour TV
30.4
4.8
12.1
Refrigerator
33.5
3.5
12
FMCGs
Urban
Rural
Total(% of
rural
house
hold)
Shampoo
66.3
35.2
44.2
Toothpaste
82.2
44.9
55.6
in demand.
2. A marked increase in the rural income due
to agrarian prosperity.
3. Standard of living is also increasing in rural
areas.
4. Large inflow of investment for rural
development programmes from government
and other sources.
5. Increased contact of rural people with their
urban counterparts due to development of
transport and wide communication network.
Consumer Durables
2/4 Wheelers
Total
Large population
Growth in mkt
IT penetration in Rural
Indian
Impact of globalization
Media
Accessibility of markets
Consumer behaviour
changes
New employment
opportunities
New employment
opportunities
Emerging trends in
markets
Online
Heterogenity
Exposure to urban lifestyle
Situation
Availability of Electricity
Place
The influencer
Youngsters in Family
Influence by Bahus
Village community
Marketors effort
The Demand
Geographic
Regions
States and union territories
Districts
Sub-division/Talukas
Community development blocks
Panchayats
Villages
Hamlets
Fertilisers consumption
Tractors
Rural credit
Rural deposits
& village electrifie
Based on these factors, the districts are
classified as A,B,C,D&E. Which are in
order of high potential market to low
potential market..
(2)LINQUEST
(3)MICA:
Mundra Institute of Communication,
Ahmedabad
Classifies districts on the basis of the
indices.
Helps in select the appropriate target
segment.
Demographic & Geographic Data
Package use digital maps showing
railway lines, motorable roads, Districts
headquater,location of 43,888 village
haats.
(4)Ruralscan
Marketing-Mix Decision
Product strategies in rural market: Sturdy products: prefer tough and
long
lasting product. Ex.
bullet motor cycle
Royal Enfield
Ambassador car continuous to be
popular in rural areas.
Branding Decision
Pricing Strategy
Introduce small packs( sachets) &
coinage pricing( Rs 1,2 & 5)
Comman price for both mkt is more
effective
For exa
L.G & samsung- rural specific prive
approach
Policy- similar models at similar prices to
similar consumers.
Some time some pdt offered to urban
mkt too,but they would target at the rural
mkt.
For exa,,.sonata watch
Physical Distribution
Cost of distribution
Non availability of dealer
Poor viability of outlates
Inadequate banking facilites
Only about 82% of the markets are connected by roads
Interior village roads gets flooded during the monsoon.
Poor transportation and communication facilituies in
rural areas.
Credit requirement of channel members