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General Topics>Marketing Communication in Rural Marketing
sandip.dr 02:57 PM September 24th, 2012
I am doing Marketing Communication in Rural Marketing course and I need short note of this course so from where can I get short not. Please provide me the information about the Marketing Communication in Rural Marketing?

Rahul Pratik 11:55 AM September 26th, 2012
You want short notes of Marketing Communication Rural Marketing course so I have its short notes and I am providing some content of this to you.

The concept ‘Rural’ and ‘Marketing’, though used very frequently in various forums, have eluded any precise and non- controversial definitions. When we join them, the resulting concept ‘Rural Marketing’ means different things to different persons. This confusion leads to distorted understanding of the problems of rural marketing poor diagnosis and, more often than not, poor prescriptions.

The Indian rural market with its vast size and demand base offers great opportunities to marketers. Two – thirds of countries consumers live in rural areas and almost half of the national income is generated here. It is only natural that rural markets form an important part of the total market of India. Our nation is classified in around 450 districts, and approximately 630000 villages, which can be sorted in different parameters such as literacy levels, accessibility, income levels, penetration, distances from nearest towns, etc.

For complete file of short note here i have mentioned a link for you form where you can get the notes:

Unregistered 05:21 PM April 11th, 2014
Will you please provide me the notes of Rural Marketing - Marketing Communication of Directorate of Distance Education - Guru Jambheshwar University??
Vinodt 06:41 PM April 11th, 2014
As per your request here I am sharing the notes of Rural Marketing - Marketing Communication of Directorate of Distance Education - Guru Jambheshwar University

Rural Marketing - Marketing Communication Notes:

Marketing may aptly be described as the process of defining,
anticipating and knowing customer needs, and organizing all the
resources of the company to satisfy them. In fact, satisfaction of
customer’s needs and wants provides the rationale for the firm’s
existence. Knowledge of consumer behaviour, therefore, is vital for a firm
to achieve its marketing goals. The consumer’s behaviour comprises the
acts, processes and social relationships exhibited by individuals, groups
and organizations in searching, obtainment, use of, and consequent
experience with products and services. An understanding and knowledge
of the motives underlying consumer behaviour helps a firm in seeking
better and more effective ways to satisfy its customers. It helps to select
appropriate sales and advertising strategies, and to plan marketing
programme in a more efficient manner.
The rural market of India started showing its potential in the
1960s. The 70s and 80s witnessed its steady development. And, there are
clear indications that the 21st century is going to see its full blossoming.
In our country, where research on consumer behaviour has been
nominal, not much systematized information is available about the rural
consumers. Only a few enlightened companies, known for their
marketing orientation, viz., Hindustan Lever, Philips India, Asian Paints,
Singer and Larsen and Toubro have made concrete efforts in this
direction. But, by and large, we have still to understand the rural buyer,
his habits, attitudes and behaviour, particularly from the marketing
point of view.
Many assumptions prevail about rural marketing. For instance,
one assumption is that the rural buyer is not very discriminating. Once
he is persuaded to buy a particular product, he develops a strong affinity
for it, and if satisfied, becomes brand loyal. As a result, Indian
manufacturers are generally known to prefer selling fewer items at higher
prices than selling more items at lower prices. A contrary view is that the
rural buyer, being suspicious of the marketer’s hardsell techniques, is
quite discriminating, and is not easily persuaded. Yet another
assumption is that the rural buyer is not particularly keen about quality
and packaging. Some other assumptions can be quoted. But, all these
need deep probing for arriving at valid and reliable conclusions.
Consumer research, thus, is indispensable for entering the rural segment
of the market.

The term ‘rural marketing’ used to be an umbrella term for the
people who dealt with rural people in one way or other. This term got a
separate meaning and importance after the economic revaluation in
Indian after 1990. So, before venturing into the other aspects of rural
marketing let us discuss the development of this area in different parts
which is briefly explained here.
Part I (Before 1960): Rural marketing referred to selling of rural
products in rural and urban areas and agricultural inputs in rural
markets. It was treated as synonymous to ‘agricultural marketing’.

Rest of the notes are attached in below file which is free of cost

Guru Jambheshwar University of Science and Technology
Hisar-Delhi Bypass, Hisar, Haryana 125001 ‎
0166 226 3104 ‎


Attached: DDE GJUST Rural Marketing - Marketing Communication Notes.pdf (433.6 KB) 
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