Rural Marketing

Syllabus

(17E00313) RURAL MARKETING

Unit 1: Introduction to Rural Marketing

Meaning, Scope, Definition & Importance, Rural versus Urban Mindsets, Growth of Rural Markets, Basic differences between Rural, Semi Urban and Urban Markets. Classification of Rural Consumer based on Economic Status, Profile of Rural Consumer, Rural Consumer Behaviour.

Unit 2: Rural Marketing Strategies

Product Strategies, Pricing Strategies, Distribution Strategies, Production Strategies, Methods of Sale, Hatha System, Private Negotiations, Quotations on Samples, Dara Moghum Sale Methods, Open Auction Method. Prevalence of Beoparis and Arahatias Rural Mandi’s, APMC’s etc.

Unit 3: Role of Government in the Development of Agricultural Marketing

Government Intervention in Marketing System, Role of Agencies like ,Council of State Agricultural Marketing Boards, (COSAMB),State Trading, Cooperative Marketing, Types of Cooperative Marketing Societies, Cooperative Processing, National Agricultural Cooperative Marketing Federation (NAFED), National Cooperative Development Corporation (NCDC), Public Distribution Systems (PDS ), Food Corporation of India, Directors of Marketing and Inspection (DMI), National institute of Agricultural Marketing (NIAM), Self Help Groups (SHG’s)

Unit 4: Agricultural Credit and Crop Insurance

Agricultural Credit Policy, Institutional Agreements for Agricultural Credit, Crop Insurance, Agricultural Insurance.

Unit 5: Role of IT in Rural Marketing

Infrastructure, Importance & Scope, Modern Techniques for Rural Distribution, Case Study of ITC’s “ e-choupal” Initiative.