Rural Marketing
tingRURAL MARKETING
By: Kumar Gaurav Rastogi. ( MBA, CUIM)
Rural India
740 million people
24 languages… 1642 Dialects 6,38,691 villages and 5,164 towns
70% population still rural & agrarian 41% are illiterate
56% HH - no access to electricity 70% HH have no bank account
96% have no telephones
7% have two wheelers & 1.3% have 4 wheelers
By: Kumar Gaurav Rastogi. ( MBA, CUIM)
Rural Market Structure
Demographic Environment Physical Environment Economic Environment Social, Cultural & Political Environment
By: Kumar Gaurav Rastogi. ( MBA, CUIM)
Demographic Environment
POPULATION
Total Population (milliion) Rural Population (milliion) Rural proportion to total
Source: Census 2001
1971 548 439 80%
1981 683 524 77%
1991 848 629 74%
2001 1027 742 72% Distribution of Population by Age groups Age Group 0–4 Rural 13 Urban 11
5 – 14
26
9
23
10
1991
Rural Househol ds (million) Urban Total Rural
2001
Urban Total
15–19
20–34
35–54
23
19
28
20
112
40
152
138
54
192
55+
10
8
By: Kumar Gaurav Rastogi. ( MBA, CUIM)
Physical Environment
Distribution of Towns & Villages
1991 Towns Villages 3697 580779 2001 5161 593154 Hardly any shops
Distribution of Villages
Population Less than 200 200-500 501-1000 1001-2000 2001-5000 5001-1000 Total no of villages No of Villages 92,541 1,27,054 1,44,817 1,29,662 80,313 18,758 5,93,154
By: Kumar Gaurav Rastogi. ( MBA, CUIM)
% of total villages 15.6 21.4 24.4 21.9 13.5 3.2 100
Economic Environment
Distribution of Rural Household by Income Income Class
Very Rich Upper Middle Middle Low Middle
Annual Income
Rs. 215000 Rs. 45000 – 215000 Rs. 22001-45000 Rs.16001-22000
1995-96
0.3% 13.5% 31.6% 31.2%
2006-07
0.9% 25% 49% 14%
Low
Rs.16000 & below
23.4%
100%
11.1%
100%
Total
By: Kumar Gaurav Rastogi. ( MBA, CUIM)
Rural Economy
By: Kumar Gaurav Rastogi. ( MBA, CUIM)
Rural India
740 million people
24 languages… 1642 Dialects 6,38,691 villages and 5,164 towns
70% population still rural & agrarian 41% are illiterate
56% HH - no access to electricity 70% HH have no bank account
96% have no telephones
7% have two wheelers & 1.3% have 4 wheelers
By: Kumar Gaurav Rastogi. ( MBA, CUIM)
Rural Market Structure
Demographic Environment Physical Environment Economic Environment Social, Cultural & Political Environment
By: Kumar Gaurav Rastogi. ( MBA, CUIM)
Demographic Environment
POPULATION
Total Population (milliion) Rural Population (milliion) Rural proportion to total
Source: Census 2001
1971 548 439 80%
1981 683 524 77%
1991 848 629 74%
2001 1027 742 72% Distribution of Population by Age groups Age Group 0–4 Rural 13 Urban 11
5 – 14
26
9
23
10
1991
Rural Househol ds (million) Urban Total Rural
2001
Urban Total
15–19
20–34
35–54
23
19
28
20
112
40
152
138
54
192
55+
10
8
By: Kumar Gaurav Rastogi. ( MBA, CUIM)
Physical Environment
Distribution of Towns & Villages
1991 Towns Villages 3697 580779 2001 5161 593154 Hardly any shops
Distribution of Villages
Population Less than 200 200-500 501-1000 1001-2000 2001-5000 5001-1000 Total no of villages No of Villages 92,541 1,27,054 1,44,817 1,29,662 80,313 18,758 5,93,154
By: Kumar Gaurav Rastogi. ( MBA, CUIM)
% of total villages 15.6 21.4 24.4 21.9 13.5 3.2 100
Economic Environment
Distribution of Rural Household by Income Income Class
Very Rich Upper Middle Middle Low Middle
Annual Income
Rs. 215000 Rs. 45000 – 215000 Rs. 22001-45000 Rs.16001-22000
1995-96
0.3% 13.5% 31.6% 31.2%
2006-07
0.9% 25% 49% 14%
Low
Rs.16000 & below
23.4%
100%
11.1%
100%
Total
By: Kumar Gaurav Rastogi. ( MBA, CUIM)
Rural Economy