Rural Marketing
Rural Marketing Notes by Faraz.Vehvaria on NOVEMBER 8, 2010 in NOTES
(These are notes are for reference, if any topics are missing, please check your ref books)
CHAPTER 1
PROFILE OF RURAL MARKETING
Definition of Rural (Nov. 05)
Government agencies from IRDA & NCAER define ‘Rural’ as “a village with a population of less than 5,000 with 75% of the male population engaged in agriculture etc.”
Definition of Rural Marketing (Nov. 03, May 08)
According to National Commission on Agriculture “Rural marketing is a process which starts with a decision to produce a salable farm commodity and it involves all the aspects of market system, and includes pre and post harvest operations i.e. assembling, grading, storage, transportation and distribution”.
Rural Profile / Features of Rural Market in India (Nov. 08) 1. Large and scattered market: According to 2001 census rural population is 72% of total population and it is scattered over a wide range of geographical area. 2. Diverse socio-economic background: This is different in different parts of the country and brings diversity in rural markets. 3. Changing demand pattern: Demand pattern of rural customer is fast changing due to increasing in income and credit facilities offered by banks like ‘kisan credit card’. 4. Major income comes from agriculture: About 60% of the rural income is from agriculture and hence the demand for consumer goods is high during harvesting season. 5. Saving habits: Rural consumer is now having saving habits due to the efforts of co-operative and commercial banks. 6. Traditional outlook: Rural customer values old customs and traditions. 7. Low standard of living: Rural consumer have low standard of living because of low literacy, low per capita income and social backwardness. 8. Poor
(These are notes are for reference, if any topics are missing, please check your ref books)
CHAPTER 1
PROFILE OF RURAL MARKETING
Definition of Rural (Nov. 05)
Government agencies from IRDA & NCAER define ‘Rural’ as “a village with a population of less than 5,000 with 75% of the male population engaged in agriculture etc.”
Definition of Rural Marketing (Nov. 03, May 08)
According to National Commission on Agriculture “Rural marketing is a process which starts with a decision to produce a salable farm commodity and it involves all the aspects of market system, and includes pre and post harvest operations i.e. assembling, grading, storage, transportation and distribution”.
Rural Profile / Features of Rural Market in India (Nov. 08) 1. Large and scattered market: According to 2001 census rural population is 72% of total population and it is scattered over a wide range of geographical area. 2. Diverse socio-economic background: This is different in different parts of the country and brings diversity in rural markets. 3. Changing demand pattern: Demand pattern of rural customer is fast changing due to increasing in income and credit facilities offered by banks like ‘kisan credit card’. 4. Major income comes from agriculture: About 60% of the rural income is from agriculture and hence the demand for consumer goods is high during harvesting season. 5. Saving habits: Rural consumer is now having saving habits due to the efforts of co-operative and commercial banks. 6. Traditional outlook: Rural customer values old customs and traditions. 7. Low standard of living: Rural consumer have low standard of living because of low literacy, low per capita income and social backwardness. 8. Poor