Do you know about - Challenges In Rural Marketing
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Introduction
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Our country is endowed with a good degree of ethnic and regional diversity. About three-fourth of the total population resides in the rural areas and majority of them are dependent upon agriculture for their subsistence. Agriculture contributes about 24.7% to the Gross Domestic stock (Gdp) of the country. It also contributes about 13.1% to the total Indian exports. This sector provides employment to 58.4% of the country's workforce and livelihood to more than 650 million people. Despite this fact, the health of these population has not shown any significant improvement.
The amelioration of the nation largely depends upon the amelioration of the rural population. Mahatma Gandhi had once said: "India's way is not Europe's. India is not Calcutta and Bombay. India lives in her several hundreds of villages".
Rural store Potential
India is an agro-based cheaper and the increase of most of the other sectors of cheaper is driven by rural demand. Urban store is reaching towards the saturation point, thus bringing in and urgent need to focus on rural development. Moreover, more than 70% of India's population lives in villages and constitutions a big store for commerce because of increasing disposal incomes and awareness level.
In comparison to just 5,161 towns in India there are 6,38,365 villages in India. This in itself is an indicator where the real India resides. clubs are realizing slowly but genuinely that the key to gain true store leadership lies in tapping the rural potential. However, the rural sector in India suffers from distinct kinds of problems. Some areas are having adequate money but their level of awareness and hence consumerism is very low. But there are many areas where economic empowerment, education, health etc., are major problems.
What is rural marketing
While there is a large increase in the urban market, the rural or latent store is yet to be tapped, and has an mammoth inherent for growth. A rural store can be defined as any store that exists in a area where the population is less than 10, 000. The rural store in India is scattered and spread over a wide geographical area. Indian store is divided into urban and rural markets.
o Urban store is flooded with low demand.
o Rural store witnesses a high query It's the rural segment of store that contributes more profit than its urban counterpart. Rural marketing broadly involves reaching customers, insight their wants, supply of goods and services, and ultimately satisfying consumers, foremost to more sales. The general impression is that only agricultural inputs like seeds, fertilizers, pesticides, cattle feed and agricultural machinery have a inherent for increase in the rural market. However, there is a growing store for buyer goods now. It has been estimated the rural store is growing at the rate of five times its urban counterpart.
Challenges in Rural Marketing
Though rural markets are a huge attraction to marketers, it is not easy to enter the store and take a sizeable share of the market, in the short time due to the following reasons.
Low Literacy
There are not adequate opportunities for study in rural areas. The literacy level is as low (36%) when compared to all- India midpoint of 52%.
Seasonal Demand
Demand for goods in rural markets depends upon agricultural situation, as agriculture is the main source of income. Agriculture to a large extent depends upon monsoon and, therefore, the query or buying capacity is not carport or regular.
Transportation
Many rural areas are not connected by rail transport. Kacha roads come to be unserviceable while the monsoon and interior villages get isolated.
Distribution
An efficient distribution principles requires village-level shopkeeper, Mandal/ Taluka- level seller or adored dealer, seller or stockiest at district level and company-owned depot or consignment distribution at state level. The nearnessy of too many tiers in the distribution principles increases the cost of distribution.
Communication Problems
Facilities such as telephone, fax and telegram are rather poor in rural areas.
Traditional Life
Life in rural areas is still governed by customs and traditions and population do not genuinely adapt new practices. For example, even rich and educated class of farmers does not wear jeans or branded shoes.
Buying Decisions
Rural consumers are cautious in buying and decisions are slow and delayed. They like to give a trial and only after being personally satisfied, do they buy the product.
Media for Promotions
Television has made a great impact and large audience has been exposed to this medium. Radio reaches large population in rural areas at a relatively low cost. However, reach of formal media is low in rural households; therefore, the store has to undertake definite sales promotion activities in rural areas like participating in melas or fairs.
Career in Rural Market
While rural marketing offers a consuming career, a rural sales person should want inevitable qualifications and specialized talent.
Cultural Factors
Culture is a principles of shared values, beliefs and perceptions that affect the behavior of consumers. There are distinct groups based on religion, caste, occupation, income, age, study and politics and each group exerts affect on the behavior of population in villages.
There is a reliance among rural population that contact is more foremost than formal study and they respect salespersons who can offer practical solutions to their problems. Therefore, it is desirable that sales persons, especially those who have been brought up in cities are given a thorough training consisting of both principles and practical aspects of hamlet life. The training will help these sales persons to align themselves with the store realities and decree down smoothly in their jobs.
Rural store has a mammoth inherent that is yet to be tapped. A small increase in rural income, results in an exponential increase in buying power.
Future Trends
Markets which are not able to face the stiff competition posed by Mncs, can restore their profits in the rural sector. The store share of urban store when compared to the rural store is low, hence if Indian industries integrate on rural markets their sales will increase. If rural markets are brought into the limelight of development, they pave way to prosperity. Prosperity of India lies in the prosperity of every Indian, hence no rural segment should be left untapped.
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