Rural Marketing

Slide 1

Forming a model of Barriers to rural marketing through ISM What is rural Marketing?Rural marketing can be seen as a function which manages all those activities involved in assessing, stimulating and converting the purchasing power into an effective demand for specific products and services, and moving them to the people in rural area to create satisfaction and a standard of living for them and thereby achieves the goals of the organizationthe major barriers influencing rural marketing and derives the interrelationships among them using theInterpretive Structural Modeling (ISM)Barriers to rural marketingLow IncomeLow Literacy LevelToo Many Languages and DialectsUnderdeveloped Rural InfrastructureSeasonal PurchaseLow Purchasing PowerSociocultural Factors/DifferencesHighly Scattered VillagesDistributionPricingMedia Selection and Promotion ProblemsPackaging ProblemsResistant-to-Change Behavior of Rural PeopleFake/Spurious ProductsInadequate Fixed Income and Too Much Dependence on Farming Activities

Why ismISM transforms ill-structured and poorly articulated mental models about the system under study into a clear and interrelated structured set of system elements. It is easier to identify interrelationships among variables and analyze the influence of one variable on the other variable through ISM.Structural Self Interaction Matrix

Reachability Matrix

Transitive links

Reachability matrix

Level 1

Level 2

Level 3

Level 4

Level 5 & 6

Model of barriers to rural marketing