1. RURAL
MARKETIN INSTITUTE OF
BUSINESS
G MANAGEMENT
CSJM University
Kanpur
MBA 2nd Year PRESENTED BY
(3rd Sem) Surabhi Agarwal &
[2011 Batch]
Pawan Kumar Umrao

2. WHAT IS RURAL?
B.N. Garudachar, general manager, corporate
communication and investor relations at Voltas, a
Tata group company in air-conditioning and
engineering services. “Rural areas are: low
population numbers, low median income, poor
infrastructure [roads, electricity, communications],
and agrarian rather than industrial activity. Such
rural areas are within the sphere of influence of
neighboring cities and metros.

3. POPULATIO
N
TOTAL NO OF VILLEGES
1
Village
LESS
16.60%
83.30% THAN
2000

4. MEDIAN
Look at these numbers:
3, 13, 7, 5, 21, 23, 39, 23, 40, 23, 14, 12, 56, 23, 29
If we put those numbers in order we have:
3, 5, 7, 12, 13, 14, 21, 23, 23, 23, 23, 29, 39, 40, 56
There are fifteen numbers. Our middle number will be
the eighth number:
3, 5, 7, 12, 13, 14, 21, 23, 23, 23, 23, 29, 39, 40, 56
The median value of this set of numbers is 23.

5. INFRASTRUCTURE

6. OCCUPATION

7. LIVELYHOOD
SOURCE
DEPENDENCY OF RURAL
POPULATION
Depends
76.00%
Upon
24.00% Cultivatio
n or
Wages

8. RURAL MARKETING Satisf
action
Function Moving to Service
Rural s
manag
es all Consumer
activitie
s
&
s Assessi
involve ng
d in Stimulatin Product
g Into an
ConvertinPurchasing Power Of
g
Effective
Demand For a Particular

9. TYPES OF RURAL
MARKETING
URBA RURA
N L
RURA URBA
L N
RURA RURA
L L

10. NATURE & CHARECTERSTICS OF
RURAL MARKET
COMPETETIO
N
Shift towards rural markets are mainly because of
saturation and competitiveness of urban
market. Marketers do not want to neglect this
huge untapped market.

11. DIVERSE
NATURE
The rural markets are of diverse nature. There are
people from diverse cultural, linguistic and religious
background. No two markets are alike and it is
dispersed across India.

12. INCOME RATE
The country's per capita income, often used to measure
a country's standard of living, increased by
14.5 per
cent during 2009-10 to Rs 46,492
Increasing Income Rate
50000 46492
45000 40605
40000
35000
30000
25000 Income in
20000 16327 thousand per
15000 year
10000
5000
0
2004-05 2008-09 2008-10

13. LITERACY
RATE
Rising literacy has generated a demand of life style
products. Lot of youth move out of the village and visit
surrounding cities. They come back and influence
decision making. People Lies
Increasing Literacy Rate
Below middle
Education
60% bracket
50% 100%
59%
40% 80% 60
36% 60% %
30%
20% 40%
20%
10%
0%
0%
2010
1981 2001

14. COMMUNICATION MEDIUM
Cable television has also contributed to an increase in
life style. The reach has increased and marketers are in
a position to promote their products much more easily.

15. POTENTIAL OF RURAL
MARKET
LARGE POPULATION
GROWTH IN MARKET
IMPACT OF
GLOBALIZATION
INCREASING INCOME AND
PURCHASING POWER

16. POTENTIAL OF RURAL
MARKET
ACCESSIBILITY OF
MARKETS
CONSUMER BEHAVIOUR
CHANGES
GREEN REVOLUTION
VARIOUS GOVERNMENT
POLICIES

17. POTENTIAL OF RURAL
MARKET
BETTER CREDIT FACILITIES
THROUGH BANKS
GREEN CARD / CREDIT CARD FOR
FARMERS
MEDIA
POLITICAL & SOCIAL CHANGES
THROUGH FAVOURABLE
GOVERNMENT POLICIES

18. REFERENCE
 http://zenithresearch.org.in
 www.ddegjust.ac.in