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

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

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

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