4 a s of rural marketing pdf

Pdf strategies for marketing to the rural customer in india. We then propose the 4as as a solution to marketings malaise, and show how the framework has grown out of two widely accepted business concepts. Due to rural marketing system, rural buyers can easily access needed standard goods and services at fair prices. The 4 as of rural marketing mix indian journal of marketing. Rural marketing environment, organisation and functions of agricultural marketing, marketing of consumer durables and nondurables, attitudes and beliefs of rural markets structure, marketing of agricultural inputs, agricultural marketing, classification of products and economic development, role of warehousing, processing of select. All these factors will have both positive and negative impact on rural markets. Hence it is important to understand the 4ps along with 4 as of rural marketing with respect to a rural consumer. Rural marketing process is both a catalyst as well as an outcome of the general rural development process. More than threefourths of country s consumers reside in rural areas and more than half of the national income is generated by them. More than threefourths of countrys consumers reside in rural areas and more than half of the national income is generated by them. For a business organization, rural marketing is beset with a number of problems. In fact, rural markets have unlocked new fronts for the modern marketers.

About 70% of this figure lives in rural area which forms an untapped market of 850 million consumers. The satisfaction of customers needs and wants provides the existence for the organization. Acropdf a quality pdf writer and pdf converter to create pdf files. Availability india is home to more than 6,27,000 villages and. I wish this will help u a lot to prepare your presentetion. Marketing mix is such an element in rural market which gives the sense to think of marketing activities. As the rural marketing is a two way process, this article attempts to highlight issues and challenges associated with the rural marketing strategies. Additionally, rural marketing can also improve their income. Get the updates on ongoing ruralagricultural marketing, campaigns and news related with rural industries including investment, opportunities and profitability etc. Pdf strategies for marketing to the rural customer in. Large inflow of investment for rural development programmes from government and other sources. To explore and understand rural market is crucial for any marketers today. Increase in competition, saturated urban markets, more and move new products demanding urban customers, made the companies to think about new potential markets. Chapter 1 introduction of rural marketing marketing is the business activity that explores unfulfilled needs and wants, defines and measures their magnitude, determines which target market can be best and optimally served, decides on the basis of appropriate products, pricing, promotion and distribution.

Due to the global economic downturn, the companies are few facing slower urban sales. Rural marketing involve delivering manufactured or processed inputs or services to rural producers or consumers. But, this scenario is slowly changing and importance is given to the need of the rural consumer. Table of contents 1 rural marketing 3 2 evolution of rural marketing 4 3 nature of rural market 8 4 rural marketing transactional or developmental 9 5 classification of rural consumers 11 6 roadblocks of indian rural markets 12 7 attractiveness of rural market 14 8 rural vs urban marketing 19 9 rural. The traditional marketing mix has centred around the adage of the 4 ps of marketing. The indian rural market is observed as a high potential market across the world. It is a need satisfying entity to a rural consumer.

Evolution of rural marketing phase i before 60s traditional farming methods focus on marketing of rural products in urban markets and agricultural inputs in rural phase ii 1960s to early 90s the green and the white revolution demand for agricultural inputs domain of marketing of agricultural inputs added phase iiimid 90s to present higher. Rural marketing 4ps of cocacola free download as powerpoint presentation. Everyone is always talking about how difficult it is to devise a rural marketing campaign but let us talk about what makes this process easier and much more effective and how a rural marketing agency can help in gaining fruitful results. The rural marketing book by pradeep kashyap pdf download the rural marketing book by pradeep kashyap pdf. The rural marketing refers to the activities undertaken by the marketers to encourage the people, living in rural areas to convert their purchasing power into an effective demand for the goods and services and making these available in the rural areas, with the intention to improve their standard of living and achieving the companys objective, as a whole. The consumers behavior comprises the acts, processes and social relationships shown by individuals, groups and organizations with products. Some of the typical characteristics which will help in rural market segmentation are land holding pattern, irrigation facilities, progressiveness of farmers, cropping pattern. Increased contact of rural people with their urban. The plan must describe the propertys standards used to screen for information on drugrelated or criminal activity including registration as a sex offender and use of the eiv existing tenant search, as well as the other. It becomes even harder when communication with an rural audience. Case study on rural marketing, rural marketing case. In addition, it also includes the marketing in the rural areas. The problems faced in the rural marketing are continuing in spite of efforts made in 9th five year plan and through many schemes framed by central government respective state governments and ngos of national and regional repute. Nandini btech, mba, jntuhceh abstract rural markets have become integral part of global market.

Pdf the 4 as of rural marketing mix iexplore international. It got separate meaning and importance after economic revaluation in india after 1991. A project report on rural marketing linkedin slideshare. Consumer research, thus, is indispensable for entering the rural segment of the market. The indian rural market is growing potential of rural india for the companies. Considering the environment in which the rural market operates and other related problems, it is possible to evolve effective strategies for rural marketing. Rural marketing and its importance your article library. Also, the assumption of urban marketers that the rural consumer is no different from his urban counterpart is a mistake that has led to many a failure in rural marketing. In the same way, rural marketing improves rural infrastructure. Pdf the present paper brings together recent research findings and onground efforts of marketing to the rural indian customer. Because of all these factors, rural india in now attracting more and more marketers. The rural markets in india have grown size, range and. Built around the notion that the customer is the dominant actor in most markets, the 4a s of marketing identifies four roles of customers to which marketers.

Jagdish sheth and rajendra sisodia have teamed up to develop a powerful treatment of customercentric marketing. A quality pdf writer and pdf converter to create pdf files. The new framework combined poverty alleviation strategies with an attempt to shift rural communities away from subsistenceoriented. Accordingly, marketing for rural consumers is becoming more challenging. Any university student can download given mba rural marketing notes and study material or you can buy mba 4th sem strategic management books at amazon also.

The rural markets are growing at above two times faster pace than urban markets. During recent times, some companies and organizations have implemented innovative projects to tap the rural market and deliver value added services to the doorsteps of the rural people. Mbah4010 rural marketing 4 hence their outlook to life has also changed. This tutorial also throws some light on the programs and measures for rural development. A course material on sasurie college of engineering. Rural development policies in south africa changed in the 1990s. It becomes in this process both benefactor and beneficiary.

Below is a brief explanation of the 4 as of rural marketing. The rural market environment is very different from the familiar surroundings of the urban market. Introduction of rural marketing marketing can be defined as the process of identifying, anticipating and knowing customer needs, and organizing all the resources of the company to satisfy them. Initiation and management of social and economic change in the rural sector is the core of the rural marketing process. There is a growing market for consumer goods as well. Related to covid19 impact on the fruit and vegetable industry. Age and stages of the life cycle the purchase of products and services and their forms and nature is influenced by age and lifecycle stages of the consumer. For a marketing campaign to succeed, it must achieve high marks on all four as, using a blend of marketing and nonmarketing resources. The 4as are affordability, availability,awareness, and acceptability. This is what we will be discussing under rural marketing strategies. Indias rural market is a gold mine, but largely remains untapped by the indian corporate sector. In the indian context, rural marketing is a complex subject. This large consumer base,which is fundamentally distinct from its urban counterpart, has forced marketers to brain storm new strategies to occupy this larger share of indian market pie because this market segment is tricky to crack.

Rural marketing concerns with planning and implementing marketing programmes often referred as marketing strategies or simply 4ps for rural markets to achieve marketing goals. Rural marketing is defined as any marketing activity in which the one dominant participant is from a rural area. The 4ps and 4 as of rural marketing most of the companies treat rural market as a dumping ground for the lower end products designed for an urban audience. Cocacolas rural marketing strategy was designed to help the brand overtake pepsi and other beverages in the rural market and worked by changing its marketing focus to adapt to a rural.

This 4a model is similar to the 4p model of marketing mix, the difference it shows is main streamline and rural market. The 4 as model of rural marketing article pdf available april 2017 with 1,167 reads how we measure reads. Marketing may be described as the process of defining, anticipating and knowing customer needs, and managing all the resources of the organizing to satisfy them. When we talk about 4 p s of marketing mix of a product, the first thing that strikes us is the combination of product, price, place and promotion. The 4a framework derives from a customervalue perspective based on the four distinct roles that customers play in the market. The prices of rural marketing pose many problems due to the vastness of the country and a high potentiality for providing an effective marketing system. Building brand is very important for any organisation.