In fact, rural markets have unlocked new fronts for the modern marketers. The 4ps model of the marketing mix was introduced in the 1960s, and it quickly became a bedrock concept of modern marketing. More than threefourths of country s consumers reside in rural areas and more than half of the national income is generated by them. Mbah4010 rural marketing 1 rural marketing rural marketing is real marketing the predominantly rural character of indias national economy is reflected in the very high proportion of its population living in rural areas. The rural market of india started showing its potential in the 1960s.
Importance of marketing indicates the contribution of rural as well urban marketing. Market chain showing actors, functions and services 14. Marketing is very important issue now a days and service marketing is accepted and necessary for all the service industry participants. Age and stages of the life cycle the purchase of products and services and their forms and nature is influenced by age and lifecycle stages of the consumer. From the above steps the company can easily identify. Its definition and development perspective article pdf available in international journal of rural management 51. Gopal thapa tribhuvan university gopal thapa, iims 1 2. So there is a need to study the marketing strategies adopted by mutual funds. It becomes in this process both benefactor and beneficiary.
The rural markets in india have grown size, range and. In the 4a s of marketing, professors sheth and sisodia creatively convert the 4ps to. This may or may not be direct, but mostly there are middlemen, agencies, government cooperatives etc. Pdf the 4 as of rural marketing mix iexplore international. Introduction facts about rural market meaning of rural marketing the evolution of rural marketing meaning of innovation innovations in rural marketing conclusion references flow of presentation 4192015 institute of agri business management, bikaner 2. The book rural and agriculture marketing has been written looking into the needs of the students pursuing their management degrees. Rural marketing strategies in india are on the rise and built by many brands now. Rural market is growing faster than urban, rural marketing results into overall balanced economical and social. Sep 03, 2017 about rural marketing consumer behavior in rural markets 4as of rural marketing affordability, availability, acceptability, awareness phases of rural marketing project shakti bicycle entrepreneur. The traditional marketing mix has centred around the adage of the 4 ps of marketing.
Stagnant urban demand and relative the rural markets in india have grown size, range. Rural marketing strategies india, agricultural marketing agencies. The 4as are affordability, availability,awareness, and acceptability. Case study on rural marketing, rural marketing case studies. As there is heterogeneous lifestyles and geographically diverted market so the company should design or modify the mix depending upon the customer needs. Marketing may be described as the process of defining, anticipating and knowing customer needs, and managing all the resources of the organizing to satisfy them. There should be a proper work out of 4as of marketing mix. Once this is done press the button showing the picture and wait. About rural marketing consumer behavior in rural markets 4as of rural marketing affordability, availability, acceptability, awareness phases of rural marketing project shakti bicycle entrepreneur. They were year rural population in 1901 89 per cent in 1951 83 percent in 1971 80 percent in 1981 76 per cent in. The 4 as of rural marketing mix indian journal of marketing. Traditional outlookdo not prefer changes diverse socioeconomic backwardness infrastructure facilities physical distribution becomes costly. As the rural marketing is a two way process, this article attempts to highlight issues and challenges associated with the rural marketing strategies.
Acropdf a quality pdf writer and pdf converter to create pdf files. The nonagricultural sub sector comprises agricultural and allied. Most of the companies treat rural market as a dumping ground for the lower end products designed for an urban audience. To explore and understand rural market is crucial for any marketers today. It is a need satisfying entity to a rural consumer. The rural market environment is very different from the familiar surroundings of the urban market.
One of the most wellknown concepts in marketing is the marketing mix, also known as the 4p s of marketing. There are obviously many specific marketing issues that neither the 4ps nor the 4a s address. The satisfaction of customers needs and wants provides the existence for the organization. Marketing mix is such an element in rural market which gives the sense to think of marketing activities. Case study on rural marketing, rural marketing case. More than threefourths of countrys consumers reside in rural areas and more than half of the national income is generated by them. Since they are mostly illiterate and belong to a lowincome group. Dec 04, 2008 but, this scenario is slowly changing and importance is given to the need of the rural consumer.
The 4a s are affordability, availability,awareness, and acceptability. In addition, it also includes the marketing in the rural areas. What are the best examples of rural marketing in india. A market facilitators guide to participatory agroenterprise development. The consumers behavior comprises the acts, processes and social relationships shown by individuals, groups. The marketing mix is considered as the sole vehicle for creating and delivering customer value. Naturally, marketing acts as catalyst agent for economic growth. Rural marketing strategies india, agricultural marketing. As a result of the above analysis, we are in a position to define rural marketing rural marketing can be seen as a function which manages all those activities.
Taken together, these attributes are called the 4a s. Mbah4010 rural marketing 1 rural marketing rural marketing is real marketing the predominantly rural character of indias national economy is reflected in the very high proportion of its population living in rural area s. Apr 19, 2015 4192015 institute of agri business management, bikaner 5 rural market comprises 70% of the countrys population, 41% of its middle class, 58% of its disposable income and a large consuming class around 700 million people, or 70% of indias population, live in near about 6,38,000 villages in rural areas 90% of the rural population is. The rural marketing refers to the activities undertaken by the marketers to encourage the people, living in rural areas to convert their purchasing power into an effective demand for the goods and services and making these available in the rural areas, with the intention to improve their standard of living and achieving the companys objective, as a whole. But, this scenario is slowly changing and importance is given to the need of the rural consumer. The traditional marketing mix has centred around the adage of the 4 p s of marketing. Mr carlo donati, chairman and managingdirector, nestle, while admitting that his company s product portfolio is essentially designed for urban consumers, cautions companies from plunging headlong into the rural market as capturing rural consumers can be expensive. Jun 27, 2017 marketing mix of the company is the main component to reach the customers. It is meant to create interest in business management students to get into the rural marketing mind set for bringing the desired organizational focus on the subject.
The 4 as model includes all the elements of the 4 ps model. Building brand is very important for any organisation. They were year rural population in 1901 89 per cent in 1951 83 percent in 1971 80 percent in 1981 76 per cent in 1991 74 per cent. Recent innovations in rural marketing linkedin slideshare. Marketing mix and promotional strategies of mutual funds. The indian rural market is observed as a high potential market across the world. Hence it is important to understand the 4ps along with 4 as of rural marketing with respect to a rural consumer. However, the combination of the 4ps and the 4a s provides a powerful foundation for shaping marketing strategy. Also, the assumption of urban marketers that the rural consumer is no different from his urban counterpart is a mistake that has led to many a failure in rural marketing. Rural market is more potential for consumer durables and services. The rural marketing refers to the activities undertaken by the marketers to encourage the people, living in rural areas to convert their purchasing power into an effective demand for the goods and services and making these available in the rural areas, with the intention to improve their standard of living and achieving the companys objective, as a. Rural markets are characterized by the 4 challenges 4a s of rural marketing which correspond to the 4ps of marketing.
The rural market in indian economy can be classified under two broad categories. Mar 11, 2020 case studies telling success stories of the corporates showing the realtime challenges faced by the company, solutions adopted and the ultimate result, which will be seen as a benchmark. Indias rural market holds high potential for increased consumer buying, as per the reports prepared by the ncaer. Due to the global economic downturn, the companies are few facing slower urban sales. This paper deals with the rural marketing challenge of availability. It is a process where a rural producer sells his products in urban market. Rural marketing strategy definition, 4 as the investors book. A few of our brands used wifi advertising to promote their brands in rural india. Everyone is always talking about how difficult it is to devise a rural marketing campaign but let us talk about what makes this process easier and much more effective and how a rural marketing agency can help in gaining fruitful results. Rural marketing companies provide news of agriculture in india. This large consumer base,which is fundamentally distinct from its urban counterpart, has forced marketers to brain storm new strategies to occupy this larger share of indian market pie because this market segment is. Introduction of rural marketing marketing can be defined as the process of identifying, anticipating and knowing customer needs, and organizing all the resources of the company to satisfy them.
Storage sense failed to download map to sd card in 8. Availability india is home to more than 6,27,000 villages and. Discuss notes on rural marketing within the marketing management forums. Many farmers would like to improve their output or the quality of their products, but they need a way to sell their produce and increase profits. Twelve problems faced in rural marketing are as follows. Rural marketing can be define as a function that manages all activities involved in assessing, stimulating and converting the purchasing power of rural consumers into an effective demand for specific products and services and moving these products and services to the people in rural areas to create satisfaction and a better standard. Rural marketing implies applying marketing theory and directing marketing efforts to create and satisfy needs and wants of rural market customers. Using the ansoff matrix for risk assessment 21 4a and 4b. Rural marketing environment, organisation and functions of agricultural marketing, marketing of consumer durables and nondurables, attitudes and beliefs of rural markets structure, marketing of agricultural inputs, agricultural marketing, classification of products and economic development, role of warehousing, processing of select. Rural marketing environment, organisation and functions of agricultural marketing, marketing of consumer durables and nondurables, attitudes and beliefs of rural markets structure, marketing of agricultural inputs, agricultural marketing, classification of products and economic development, role of warehousing. Prevalence of spurious brands and seasonal demand 9. Rural marketing represented the emergent distinct activity of attracting and serving rural markets to fulfil the needs and wants of persons, households and occupations of rural people. My region was australasia, and the band only works for.
The rural marketing book by pradeep kashyap pdf download the rural marketing book by pradeep kashyap pdf. One of the most wellknown concepts in marketing is the marketing mix, also known as the 4ps of marketing. Initiation and management of social and economic change in the rural sector is the core of the rural marketing process. This 4a model is similar to the 4p model of marketing mix, the difference it shows is main streamline and rural market. Downloadthe rural marketing book by pradeep kashyap pdf.
Marketing basics a smart skills manual marketing basics marketing basics a smart skills manual marketing is one of the biggest challenges for smallscale farmers in developing countries. The rural markets are growing at above two times faster pace than urban markets. Whenever a company plans to enter the rural markets, it has to restructure its marketing strategies to suit the needs and requirements of the. However the 4 as model is customer oriented as to the 4 ps model that is seen from an organizations point of view but cannot be ignored. It becomes even harder when communication with an rural audience. Rural marketing and its importance your article library. Flow chart of key stages in the participatory agroenterprise development approach 6. The 4a s of marketing represents a long overdue, truly novel framework for thinking about marketing decisionmaking.
Like the 4ps, the 4a model is not a comprehensive model of the marketing function. Nandini btech, mba, jntuhceh abstract rural markets have become integral part of global market. Jagdish sheth and rajendra sisodia have teamed up to develop a powerful treatment of customercentric marketing. So, if these steps are followed like a model then the company. Rural population largely depends on agriculture and it can contribute nearly 50% to total national income. Despite decades of exhortations that companies adopt a more customercentric stance, the decidedly companycentric 4ps paradigm has endured.
Rural marketing process is both a catalyst as well as an outcome of the general rural development process. Oct 21, 2017 building brand is very important for any organisation. The 4a framework derives from a customervalue perspective based on the four distinct roles that customers play in the market. Rural marketing tutorial pdf version quick guide resources job search discussion rural marketing involves a bunch of processes that includes developing, pricing, promoting, distributing rural specific product and service which satisfies the consumer demand and also achieves organizational objectives as expected from the target market. The stepbystep process is research, segmentation, lifestyle analysis, profile study, defining needs, developing specific profile, target market, market mix, implementation and control. Agriculture marketing agencies give you a precise idea about latest news and agriculture marketing products in india. Below is a brief explanation of the 4 as of rural marketing. Despite its popularity and longevity, the 4ps model has been criticized for a variety of reasons. Features large and scattered market over 63 crore consumers from 5,70,000 villages major income from agriculture low standard of living low literacy, low per capita income, social backwardness, low savings, etc. A market facilitators guide to participatory agroenterprise. There exists more attractive business opportunities in rural than urban. There should be a proper work out of 4a s of marketing mix. Strategies for marketing to the rural customer in india.
Built around the notion that the customer is the dominant actor in most markets, the 4a s of marketing identifies four roles of customers to which marketers must respond if they are to be successful. Rural marketing, on the other hand, would be any strategy that best reaches a rural population, such as those people who reside in. About 70% of this figure lives in rural area which forms an untapped market of 850 million consumers. Chapter 1 introduction of rural marketing marketing is the business activity that explores unfulfilled needs and wants, defines and measures their magnitude, determines which target market can be best and optimally served, decides on the basis of appropriate products, pricing, promotion and distribution. For effective marketing, you need both the 4as and the 4ps. Pdf the present paper brings together recent research findings and onground efforts of marketing to the rural indian customer. This paper attempts to study the 4 as of the rural marketing mix as a model to be successful in the rural markets.