Rural market environment

Demographics1-Population as per 2001 census total-1027 mn,rural-741 mn, Increasing working population in rural More than 50% rural young population below 35 yrs 2-educationIncreasing rural literacy- 45% in 91 to 59% in 01 3-Household patternNo of rhh increased 112 mn in 91 to 138 mn in 01, Family size 5.36 number / hh decreasing gradually Pucca houses increasing 31 % in 91 to 41% in 01 4-Occupational patternsLand owners- 41%,wage earners- 36%, salary earners- 11% vs. 41 in urban

 Physical envoi Population Density- 253/sq km., No of villages more than 65 percent between 200 to 2000 population, only 3 % villages above 5000 population. and 2000+ r is 14 % which r increasing prospering Economic envoi Increase -Many rhh r progressively falling under high income levels e.g. chart. so fmcd consumption is rising besides fmcg. Expenditure patterns- non food has increased from r 281 /pm to r 486/pm and food remains almost static Saving patterns- more rhh availing banking services Social and cultural envoi Distinct socio cultural regions across in r.m.with human settlements ,few pucca houses, caste wise bastis/mohallas, predominately agro occupation, frequent interactions Village communities and so panchayat raj system. Caste systems- vaishyas , shudras temple entry not allowed etc unlike urban. Zamindari employees low casts.

Political envoiPRI (panchyats). Gram sabhas,Ngos TechnologicalGreen revolutions-1st and 2nd White revolution Market constitutes all consumption sectors for products and services Role of ngo - e.g. and ex Evolution of r.m. focus first to satisfy consumer needs and then due to increasing incomes in to 1- consumer markets for individuals and households, for all types of products. 2-Institutional markets coop societies, schools, phcs etc 3- services markets- Banking, insurance, it etc. Nature of r.m- needs developing +transactional approaches Size of r,m.- 02 data- in cr, fmcg- 65k, 5k, agro inputs 45k, 2/4 wheelers- 8k, mobiles- ?- ex