Rural Marketing

Syllabus

MBAT423: Rural Marketing

Unit 1

Introduction to Rural Markets

Definition, Concept, Nature, Size and Scope of Indian Rural Markets, Rural Demand, Buying Characteristics, Rural Market Structure : Demographic, Physical, Economic Environment.

Unit 2

Understanding the Rural Consumer

Rural Community in India, Profile of Rural Markets: Segmenting the Rural Market, Target and Positioning, Rural Consumer Behavior, Rural Buyer Characteristics, Consumer Buying Decision Process, Factors Affecting Consumer Behavior – Cultural, Social, Technological, Economic and Political.

Unit 3

Marketing Mix in Rural Markets

Product: Significance, Concept and Product Mix Decisions, Pricing Strategy: Objectives, Policies and Strategies, Promotion: Advertising, Sales Promotions Communication in Rural Marketing, Language and Culture Distribution Strategies, Channels of Distribution, Role of Co-operative, Government, Financial Institutions, Public Sector Undertakings, Regulated Markets and Public Distribution Systems.

Unit 4

Innovation in Rural Markets

Significance of Innovation in Rural Markets, Intervention of IT in Rural Markets: Importance and Initiatives, Emergence of Organised Retailing in Rural India, Key Drivers of Organised Retail, Cases in Organised Retail: Operative Models Adopted by Indian Companies.

Unit 5

Future of Rural Marketing

Changing Role of Rural Sector in India; Rural Income and Demand, Problems in Marketing of Agricultural Inputs in Rural India – Chemical fertilizers, Certified Seeds and Agricultural Equipments – Tractors, Engines, Pump Sets, Marketing of Agricultural Products, Improvement Measures Taken by the Government – Initiatives by Co-operative and Private Sector, Present Scenario- Rural Female Empowerment, Micro Financing, Mobility in Emerging Markets, Growing Rural Tourism.