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Rural Marketing Strategic

This document discusses rural marketing strategies in India. It notes that rural India consists of over 740 million consumers, with 72.18% of Indians living in rural areas. While the rural population as a percentage of total population has declined slightly, the absolute rural population has grown steadily to over 74 crores. The findings of an exploratory study on rural consumers found key differences between rural and urban consumers, including a strong reliance on word-of-mouth marketing in rural areas and a preference for communication in regional languages. Marketers can better tap into the large rural consumer base by redesigning communication strategies to address these differences.

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22 views1 page

Rural Marketing Strategic

This document discusses rural marketing strategies in India. It notes that rural India consists of over 740 million consumers, with 72.18% of Indians living in rural areas. While the rural population as a percentage of total population has declined slightly, the absolute rural population has grown steadily to over 74 crores. The findings of an exploratory study on rural consumers found key differences between rural and urban consumers, including a strong reliance on word-of-mouth marketing in rural areas and a preference for communication in regional languages. Marketers can better tap into the large rural consumer base by redesigning communication strategies to address these differences.

Uploaded by

vishalkapoor16
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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Rural Marketing Strategic

Indian rural market consists of more than 740 million consumers and has wide potential forexpansion. According to
Census 2011, 72.18 % of living in rural areas. In which 48.9% are woman living in rural area. Though over the last three
decades there has been a marginal reduction in the rural population expressed as a percentage of total population, there has
been a steady growth in rural population in terms of absolute numbers and it has reached 74 crores. After the 1991
economic reforms there have been many changes in the socio, economic, political and cultural outlook of India. The rural
India isproviding a large consumer base to the marketers to market their products. This paper highlightsthe challenges of
marketing communication for rural Indian consumers.
Methods
The findings of the paper are based on an exploratory research conducted in rural market.
Findings
This exploratory research has proved that there are differences existing between rural and urbanconsumers and the same
marketing communication strategies will not work for both themarkets.. The
major finding
from the study is the realization about the enormous effect of wordof mouth, i.e. viral marketing on the rural consumers.
The other findings include the preferenceof regional languages in communication and also the perception of the locals as
being neglectedby the companies as compared to their urban counterparts.I
mplication
The marketers can redesign their communicational strategies in rural areas and therefore tap thehuge market potential that
lay in this segment. Conducting Brand Melas that covers all possiblechallenges faced in rural marketing may be a good
option for the marketers.
Key Words
Rural marketing, communication challenges, communication strategy
Introduction

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