Trends in Rural Market

8/3/2019 Trends in Rural Market

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RECENT TRENDS

IN RURAL

MARKET



EMERGING TRENDS IN MARKETS

´ ONLINE RURAL MARKET (INTERNET, NICNET):

Rural people can use the two-way communicationthrough on ² line service for crop information,

purchases of Agric-inputs, consumer durable andsale of rural produce online at reasonable price.Farm information online marketing easilyaccessible in rural areas because of spread of telecommunication facilities all over India.

Agricultural information can get through theInternet if each village has small informationoffice.



´ INFORMATION THROUGH LOCAL AGRICULTURE INPUT

DEALERS:-For development of rural farmers the

government may consider effective channel and keepinformation at dealers, for farmer education hang notice

board and also train the dealer recent changes anddevelopments in agriculture.

´ NATIONAL CHAIN STORES:-large number of stores set up

in different rural areas throughout the country by the

same organization for marketing its products. Thusnational chain stores can serve large number of customers in rural area.



´ APANAMANDI / KISAN MANDI / RYTHUBAZAAR:-The direct link between producers and consumerswould work in two ways: one, by enabling farmers

to take advantage of the high price and secondly,by putting downward pressure on the retail prices.

´ RURAL AGRI- EXPORT:-Rural produce, raw fruitsand vegetable, processing goods, have the

potential market in Asian, Europe and westerncountries. Particularly soudhy countries havecommendable potential for Indian rural produce.



´ Integrated Marketing:- Under this concept, both

the supply of inputs and servicing of inputs are

undertaken at the same point or by the same

company.



FUNDAMENTALS OF CONSUMER

BEHAVIOUR:-

4 types of behaviour based on 2 parameters:-

Degree of buyer involvement(high & low).

Degree of differences among brands(significant & non significant) .





FACTORS WHICH INFLUENCE RURAL

CONSUMERS DURING PURCHASE OF A

PRODUCT : Socio-cultural factors

Group

Family Role and status

Sociability

Economic factors

Political factors



CONSUMER BEHAVIOUR:-

´ Consumer behaviour is a dynamic interaction of affection and cognition,behaviour and theenvironment by which human beings conductexchanges during their lives.

´ The behaviour that consumers display in searching for,purchasing,using,evaluating and disposing of products and services that they expect will satisfytheir needs. It is thus a study of how individuals

make decisions to spend their available resourceslike time,money,effort-on consumption relateditems.



FACTORS WHICH INFLUENCE THE FINAL

CHOICE:-´ Attitude of others

´ Advice of the retailer

´ Experience at the retail outlet´ Demonstration of products

´ Mood swing

´ Perceived risk



LIFESTYLE OF RURAL CONSUMER:-

´ Rural consumer is very religious.

´ Rural consumers prefer to work hard

themselves .´ Strong family ties & respect for family values.

´ Likes to play cards & hang out at choupal .



PROFILE OF RURAL CONSUMER :-

´ Traditional outlook

´ Perception and its influence

´ Less exposure to marketing stimuli

´ Conscious of value for money

´ Realistic aspirations

´ Concept of quality

´ Attitude towards prestige products

´ Suspects hype and fear of being cheated



RURAL SHOPPING HABITS: CONSUMER

INSIGHTS :

´ Preference for small or medium package

´ Role of retailer

´ Role of opinion leaders for durables



BUYING DECISION PROCESS:-

NEED RECOGNITION

Trends in Rural Market

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