Rural Marketing: Targeting the Non-urban Consumer - download pdf or read online

By Sanal Kumar Velayudhan

ISBN-10: 0761935886

ISBN-13: 9780761935889

ISBN-10: 8178299755

ISBN-13: 9788178299754

This hugely useful and informative e-book offers detailed insights into the fundamental positive aspects of rural markets in India in addition to demanding situations posed by way of the agricultural patron. preserving the managerial standpoint of the 1st variation, this moment version has been completely revised and elevated, and examines in additional element the concept that of rural markets and rural advertising. It additionally comprises quite a few brief circumstances to demonstrate how social and cultural conduct impact rural client habit. The ebook comprises accomplished insights into: the character and styles of rural habit an in depth profile of the agricultural industry The possibilities on hand in rural markets and new tools used to entry the agricultural buyer Strategic judgements for brand new product improvement advertising, distribution, conversation, and channel servicing judgements the significance of rural industry associations equivalent to haats and melas rising channels to entry rural marketplace items

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Extra info for Rural Marketing: Targeting the Non-urban Consumer

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Pdf, accessed 25 July 2007. Census of India. 2003. Census of India 2001. April. New Delhi: Office of the Registrar General and Census Commissioner of India, Government of India. censusindia. html, accessed 25 July 2007. Central Statistical Organisation. 2003. Statistical Abstract India 2003. New Delhi: Ministry of Statistics and Programme Implementation, Government of India. Challapalli, Sravanthi. 2005. blonnet. htm, 4 August 2005, accessed 1 February 2006. Dobhal, Shailesh. 2005. ‘The New Rural Consumer’, Business Today, 30 January.

13 Expenditure per Household for 22 Consumer Non-durables by Income Group Income Group < 35,000–L 35,001–70,000–LM 70,001–105,000–M 105,001–140,000–UM >140,000–H Total Source: NCAER, 2003. 2 Expenditure per Household for Non-durables 10,000 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 40 1– >1 00 0, 14 ,0 0- 00 U -H M -M 00 05 –1 00 00 ,0 10 5, 70 35 ,0 01 –7 0, <3 5, 00 ,0 0- 00 0- LM L 0 Income Source: NCAER, 2003. Most rural households buy toilet soap, washing cake, edible oil and tea.

Rural marketing is, therefore, not limited to behaviour and attitude of customers but also includes the influences on marketing decision variables that result from the non-urban location. It is convenient to classify transactions as flow of products or services between rural and urban locations. 1 Types of Markets Rural 3 To Urban 2 From 1 Urban Rural Source: Jha, 1999. 4 Rural Marketing: Opportunities and Challenges 35 location where the product is sold or consumed. Each quadrant represents a flow of products from one location to another.

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Rural Marketing: Targeting the Non-urban Consumer by Sanal Kumar Velayudhan


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