Advantages And Disadvantages Of Rural Marketing
Chapter – 10
10.1 OBJECTIVE: This chapter discusses the scope and challenges of ruralmarketing in India in detail.
10.2 INTRODUCTION
The Indian rural market is vast in size and its huge demand base offers great opportunities to marketers. The Indian rural market started to demonstrate its potential in the 1960s and the 1970s. However, its steady development was witnessed inthe 1980s and the 1990s. Nearly three-fourths of the country 's consumers are in the rural market and one half of the national income is generated there.
RURAL MARKETING IN INDIA
India 's rural market consists of more than 740 million consumers. Though over the last three decades, one side there has been a marginal reduction in the rural population expressed as a percentage of the total population, however, on the other side there has been a steady growth in rural population in terms of absolute numbers. It had reached 74 crore by 2001. The rural market consists of more than
12 crore households, forming over 70 per cent of the total households in the country.
10.3 RURAL MARKETING
10.4 FEATURES OF RURAL CONSUMERS
The features found in the rural consumers are discussed below:
Location pattern:Indian rural market constitutes the whole of India, barring the metros and towns. It spreads through the length and breadth of the whole country.
A scattered market: The rural market of India is a geographically scattered market where the urban population of India is concentrated in 3,200 cities and towns, the rural
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