Rural Market &

Consumer Profile
(INDIA)
 INTRODUCTION:
The term ‘rural marketing’ -- a term used for the people
who deal with rural people in one or many other ways.
Rural
 RuralIndia
Indiahoused
housed75
75
per
percent
centofofall
allnew
new
factories
factoriesbuilt
builtininIndia
Indiain
in
the
thelast
lastdecade.
decade.

Factories
Factoriesin
inrural
rural
regions
regionscurrently
currentlyaccount
account
for
forabout
about70
70per
percent
centofofall
all
new
newmanufacturing
manufacturingjobs.
jobs.

Rural
RuralMarketing
Marketingisisdefined
definedas
asany
anymarketing
marketing InInincremental
incrementalterms,
terms,
activity
activityin
inwhich
whichthe theone
onedominant
dominantparticipant
participantisis spending
spendingin inrural
ruralIndia
India
from
fromaarural
ruralarea.
area.This
Thisimplies
impliesthat
thatrural
rural during
duringthetheperiod
period 2009–
2009–
marketing
marketingconsists
consistsofofmarketing
marketingofofinputs
inputsto
tothe the 2012
2012rose
rosebybyUS$
US$6969
rural
ruralas
aswell
wellas
asmarketing
marketingof ofoutputs
outputsfrom
fromthe
the billion
billionto
tourban
urbanIndia’s
India’s
rural
ruralmarkets
marketsto toother
othergeographical
geographicalareas.
areas....... US$
US$55 55billion.
billion.
CLASSIFICATION (RC) :
Rural Consumer Profile:
1. Size

2. Location

3. Low Literacy

4. Rural Income

5. Rural Savings
6. Reference Group

7. Occupation

8. Media Habits

9. Brand Loyalist

10. High Degree of Involvement (check

& re-check)

11. Inter-Personal Communication

Buying Behavior(RC):

 The rural consumer has a very high

involvement in any product
purchased.
 Purchases products more often
(mostly weekly), usually in small
quantities.
 Is very quality conscious & value
for money is of prime importance.
 Looks more for functionality of the
product.
 Is brand loyal. Once loyalty formed
is difficult to dislodge.
 He understands symbols and colors
better, and looks for endorsement by
local leaders or icons.
 The source of information is critical
for him.
 Purchasing decisions taken by the
eldest member of the family.
 Brisk buying is done after the
harvesting period. Major purchasing
is done during the festivals.
 Usually buyer is different from the
user.
Market Penetration Strategies
(4C’s, 4A’s, 4P’s):
Products that flourished…
Products that failed…

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