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Importance of Rural Marketing
Importance of Rural Marketing - October 1st, 2010
6, 31,307 villages, 700 million people a myriad of languages many traditions and a rich culture. A vibrant land with a long History. Rural Indian people are known as much for their warmth as their diversity. Welcome to the land of mysticism. The real BHARAT.
Till recently, the focus of marketers in India was the urban consumer and by large no specific efforts were made to reach the rural markets. But now it is felt with the tempo of development accelerating in rural India, coupled with increase in purchasing power, because of scientific agriculture, the changing life style and consumption pattern of villagers with increase in education, social mobility, improved means of transportation and its various satellite channels have exposed rural India to the outside world and hence their outlook to life has changed. Because of all these factors, rural India is attracting more and more marketers.
Increase in competition, saturated urban markets, more and more new products demanding urban customers, made the companies to think about new potential markets. Thus, Indian rural markets have caught the attention to many companies, advertisers and multinational companies.
According to a recent survey conducted by National Council for Applied Economic Research (NCAER), the purchasing power of the rural people has increased due to increase in productivity and better price commanded by the agricultural products. By and large this rise in purchasing power remains unexploited and with growing reach of the television, it is now quite easy for the marketers to capture these markets.
Rural marketing has become the latest mantra of most corporates. Companies like Hindustan Lever, Colgate, Palmolive, Britannia, and even Multinational Companies (MNCs) like Pepsi, Coca Cola, L.G., Philips, and Cavin Kare are all eyeing rural to capture the large Indian Market.
Coming to the frame work of Rural Marketing broadly involves reaching the rural customer, understanding their needs and wants, supply goods and services to meet their requirements, carrying out after sales service that leads to customer satisfaction and repeat purchase/ sales.
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