Marketers define rural market as . . . .

Any market that exists in a sparsely populated area with less than 10,000 people and no significant infrastructure.

Regular periodic market ` Seasonal markets ` Daily market

`

1949 Asian Paints becomes the 1st company to enter rural market ` 1960s HULL enters with Lifebuoy soap ` 1980s Nirma, Cavinkare and Marico enters
`

Rural folk simple in living, traditional in attitude and innocent by nature. ` Superstitious ideas. ` Deep faith in religion and customs. ` Limited purchasing power.
`

India - a land of diversities. ` People differ widely in languages, religion, culture, tradition and social customs.
`

Rural society consists of zamindars, rich farmers, government servants, artisans, small farmers, landless workers etc. ` Average income level of Indian rural mass is rising with increase in purchasing power.
`

Almost twice as large as the entire US market or Russia. ` Large, but scattered and diverse. ` Development of railways in rural areas.
`

Most purchases are made when farmers receive their income during harvest. ` Heavy rush for shopping on the eve of national festivals.
`

Consists of private sole traders, co-operatives, fair price shops, hawkers, peddlars, cheap jacks etc. ` Small marketing organisations with less stock and financially not so well.
`

Most of the roads are kachha. ` Co-operative and private firms have limited storage space. ` Modern means of communication like telephone, telegraph, telex etc. are not satisfactory.
`

Life is still governed by old customs. ` People do not easily adapt to new practices.
`

Valueconscious consumers. ` Cautious in buying anything. ` Slow decision making. ` Increased inquiry about prices of products.
`

Major impact on villagers. ` Change in life styles and increase in consumption of nonfood items.
`