This book examines the relationship between Rural Market Strategies and the Consumer Decision-Making Process, with an emphasis on the factors that shape marketing dynamics in rural areas. It delves into Rural Marketing Strategies, providing insights into tailored approaches that take into account the unique challenges and opportunities present in rural markets. The book emphasizes the importance of innovation and diffusion in rural markets, as they play a crucial role in shaping strategies that cater to the specific needs and preferences of rural consumers.
The book further explores the intricacies of Rural Distribution Systems, differentiating distribution strategies for consumer and industrial goods in rural contexts. It highlights the diverse considerations that need to be taken into account in these sectors. The role of Agricultural Produce Marketing Committees is also discussed, as they play a significant role in regulating and optimizing the distribution of agricultural products in rural areas.
This book examines the role of Information Communication & Technology (ICT) in the context of Rural Marketing, with a focus on key aspects and tools. It begins by examining Marketing Communications and Channels, emphasizing the critical role of effective communication in rural marketing strategies. Finally, the book highlights specific tools such as eNAM and AGMARKNET, illustrating their significance as ICT tools that play a crucial role in enhancing the efficiency and transparency of rural marketing processes.
The book also focuses on Market Support in the context of rural marketing, highlighting key elements that contribute to the development and sustenance of rural markets.
Agriculture marketing and Rural marketing are two words used interchangeably by the people at large with the study of agriculture and management discipline. India is known to the world for its agricultural growth through the green revolution. India is an agriculture-based and oriented economy with approximately six and a half lakh villages predominantly involved in agricultural and agri-based activities. Rural India is termed as the backbone of the Indian economy and it contributes significantly to the economy and to its GDP (Gross Domestic Product) in terms of providing food grains (Cereals and Pulses), vegetables, and fruits which are essential ingredients for human life.
India is known for its heritage and diaspora has 6,40,867 villages with a population of aprox 120 crore people which is about 66.46 % of the population. The villages in India have always remained neglected and never tried to market their products to urban consumers. But the rise in incomes of the Indian urban consumers and the increased awareness due to technological advancement it leads to the growth of the Indian consumer market which became attractive for the Indian as well as foreign companies. The efforts by Indian Government for rural products contributed to the development of rural products and their marketing.
A marketing strategy of a business is the game plan of an organization for approaching its target market effectively. Marketing strategy is also used to target the prospective customer and converting them into loyal consumers for the brand and services being offered by the companies. A marketing strategy is the building block of a marketing plan and consists of the value which the company wants to offer, its key message which the company wants to convey to the target market and other elements which are key in the area of marketing.
There are many distribution networks which an organization may use depending upon the nature and usage of the product. Generally, there are two types of distribution networks which are being widely used the first is direct selling to the customer and the second is to have intermediaries in between which ensures that the product is available to the final consumer. In this indirect method the company is not in direct touch with the customer and this gap is filled by the middleman. The middleman not only provides the product to the customer but he also provides continuous feedback to the organization about the product and market demands.
The communication which is the core of the Communication Mix plays an important role in promoting the product to the outside world and especially to the target market. In the marketing of rural products, application of latest, innovative and enhanced technologies is crucial for effective communication with urban consumers. This also helps in conveying the features of rural products. The adoption of the latest technologies ensures the economic well-being of the rural marketers by increasing the reach of the products and in creating awareness about the product. The technology helps in faster dissemination of the rural product information to the consumer.
The market research process is equally critical to rural marketing as to urban marketing because of two main reasons: The marketer has a limited understanding of the rural/urban consumer The marketer who is urban-oriented may need to find different ways to understand the decision variables in the urban market.
