RAJARAJESWARI COLLEGE OF ENGINEERING

BENGALURU – 74

REPORT ON AICTE – ACTIVITY POINT PROGRAMME

ACTIVITY TITLE : TO ASSIST THE MARKETING OF RURAL
PROCEDURE

NAME OF COORDINATOR : Dr. RAJESH. K. S

Submitted by :
Name :Yashaswini B L
USN : 1RR20CS144
Branch : Computer Science and Engineering
Semester/Year : 3rd Year.
Date of Activity : 14/03/2023
REPORT ON AICTE – ACTIVITY POINT PROGRAMME

Group No. Coordinator Dr. RAJESH. K. S

Activity Title To Assist the Marketing of Rural Procedure

Beneficiaries Chandrappa, Number 10

name Suryakanth, benefitted
Ashoka ,Suresha
Location Ramohalli Date 14/03/2023
between
Student Yashaswini B L USN 1RR20CS144
Name

BRIEF SUMMARY OF THE ACTIVITY

To educate people of rural areas by giving information about the
availability of state government and central government schemes and
educating them about how to use online services that are provided for
them. Giving information how education is important in everyone’s life.
Rural skills has been pioneer in implementing Digital India in the skills
domain and showcasing the world that the process can be digitalized and
monitoring in real time saving on cost and resources, ensuring
compliance to the provisions of the scheme guidelines and SOP and
infusing efficiency and effectiveness in ecosystem.
INTRODUCTION:

MEANING AND DEFINITION OF RURAL MARKETING

The term ‘rural marketing’ used to be an umbrella term for the people
who dealt with rural people in one way or other. This term got a separate
meaning and importance after the economic revaluation in Indian after
1990. Rural marketing referred to selling of rural products in rural and
urban areas and agricultural inputs in rural markets. It was treated as
synonymous to ‘agricultural marketing’.

Rural Marketing comprises the movement of farm-produced raw

materials and their derivatives. The effect of such operations is mostly on
producers, middlemen and consumers. Rural Marketing establishes
linkage between the producer and non producer sector. It is confined to
pre and post harvest operations, assembling, grading, storage,
transportation and distribution. The rural marketing is a base of
industrialization as most of raw materials are procured from rural
marketing and agricultural products. Even no export promotion
programmed can be made successful without developing rural marketing
system. Thus the rural marketing is the aggregation of agricultural
development and of allied products.

Nature of Rural Marketing

The rural market is quite different from urban markets. Agriculture is the
main economic activity in rural areas. In the process of development of
civilization, agriculture along river banks was the first form of settled life.
All food items had a rural origin. The distribution of land was made by the
states which belonged to the state. The British rule was the worst blow
to the rural society in the last three centuries. The worst blow was to
cottage and small scale industries, cultivation of indigo, tea and jute,
development of timber trade and denudation of forests. The terms of
trade were not favorable to Indian farmers. In these circumstances
farmers were forced to live in deprivation and poverty.

Size of the Rural Market: National Sample Survey-data depicts that out
of the total expenditure on manufactured consumer goods, 75 per cent
is spent in rural India. The per capita consumption and expenditure on
manufactured consumer items is low in rural areas whereas, the market
is approximately three times larger.

Rural Population :According to one estimate, the top 13 percent of the

land holdings account for 37 per cent of cultivated area. However with
the increasing spread of the rural income, consumer goods are expected
to make substantial penetration into the lower income strata by the
normal percolation effect. There is an increasing cross flow of population
between urban and project town centers which generally cross flow the
products and ideas. Thus it is supplementing the demand for such
products.

The Agricultural Inputs : There is a very rapidly expanding demand for

agricultural inputs in rural market.
Government Expenditure: The various investments by Govt. generate
income, and increased purchasing power of rural areas can be expected
to support consumption of manufactured items. Further, these
investments are expected to augment the income generation process
from land in future years, which in turn, will accelerate the growth of
rural markets.

INTERACTION OF THE GROUP WITH LOCALS OF THE

RURAL LOCATION
The group interacted with the locals of the selected village by giving them
the enough information about Assisting the Rural Marketing Procedure
effectively.

Outcome of the Activity :

By explaining all the strategies and schemes now they are able to use the
available online facilities. Now they can understand how important the
education is for the children. They have got an idea about free schemes
provided by the government. Now the peoples in the village know the
following strategies :
1.Segmentation of rural
2.Competative strategy
3.Product strategy4.Pricing strategy
5.Communication strategy
6. Distribution strategy
7. Hiring strategy
8. Social strategy
9. Region specific strategy

Signature of Student

Activity Coordinator Chief Coordinator Principal