Amity Business School

Thompson Rural Marketing Index

RAM

Pooja Sehgal Tabeck

Amity Business School

Hindustan Thomson associates Ltd. developed it It is an index to segment the rural market district wise. HTA identified 26variables covering 383 districts. Major variables are demographics, occupation agriculture ,agri-inputs electrification and agri-facilities
RAM Pooja Sehgal Tabeck
2

Amity Business School

TRMI is considered to be the overall indicator of rural market potential. It has strong correlation with 10 selected agricultural variables
RAM

Agricultural laborers Gross cropped area Gross irrigated area Area under non crop foods Pump sets Fertilizer consumption Tractors Rural Credit Rural deposit Villages electrified
Pooja Sehgal Tabeck
3

Amity Business School

Each Variable was assigned a weight and an index was calculated. Based on Index no. Districts have been classified as A,B,C,D

Class of markets A B C D RAM E

No. of Districts 60 to 100 22 40 to 59.99 39 30 to 39.99 54 20 to 20.99 86 Pooja Below 20 Sehgal Tabeck 154

Index Range

Percentage of Markets 17.8 20.5 20.4 23.0 18.3

MICA Rural Marketing Index School Amity Business (MRMR)

It is based 1991 census. All 459 districts have been covered. Based on DIP. Only 10% villages have 50+DIP

RAM

Pooja Sehgal Tabeck