Rural Marketing: An Overview

Dr. Subhasis Sen Faculty Marketing ISB&M Pune Email: subhasis.s@isbm.ac.in

Why Study Rural Marketing?

74% of Indias Population in Rural Area 53% of FMCG Market 59% of Consumer Durables Market The No. of Middle & High Income Rural Households is expected to grow from 130 million to 172 million by 2012 as compared to Urban India i.e. 71 million Urban Myopia Real growth is taking place in Rural-Urban markets or in the 13,113 villages with a population more than 5,000 GLOBAL VILLAGE

Who should Study Rural Marketing?

Motivated to work in Rural Markets Challenging Attitude & Changing Lifestyle

Interested to learn & Explore through Market Research

Social Skills Local Level Goodwill Creation Respect & Humility Behavior of the Marketer Patience Handling Less Educated people with long time to make up their mind Courtesy & Concern Relationship Building