rural marketing front pages

7/27/2019 Rural Marketing FRONT PAGES

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D D E E C C LLAAR R AAT T I I O O N N

I, Miss Daya K. Jagmalani (Roll No. 55) Student of M.Com (Part I)

from Smt. Chandibai Himathmal Mansukhani College, Ulhasnagar hereby

declare that I have completed the project on “RURAL MARKETING” in

the academic year 2013 – 2014 .

The information submitted is true and original to the best of my

knowledge.

Signature of Student



S S M M T T .. C C H H AAN N D D I I B B AAI I H H I I M M AAT T H H M M AALL M M AAN N S S U U K K H H AAN N I I

C C O O LL LLE E G G E E ,, U U LLH H AAS S N N AAG G AAR R – – 4 4 2 2 1 1 0 0 0 0 3 3

UUNNIIVVEER R SSIITTYY OOFF MMUUMMBBAAII

CERTIFICATE

I, Prof. Prakash Mulchandani hereby certify that Daya K. Jagmalani of

(M.Com – Part I ) of Smt. Chandibai Himathmal Mansukhani College has

completed the project entitled “RURAL MARKETING ” in the Academic

Year 2013 – 2014.

Signature Signature

Prof . Prakash Mulchandani Prof . Bhavna Motwani

(Project Guide) (Principal )



AAC C K K N N O O W W LLE E D D G G E E M M E E N N T T

A great teacher is not simple one who imparts knowledge to his student,

but one who awakens their interest in it and makes them eager to pursue for

themselves.

This idiom without doubt, fit with Prof. Prakash Mulchandani who has

been my teacher guide. She guide me and gave knowledge in detail & help me

to make a very effective project .So this project work from bottom of my heart;

I thank her for her precious time that she spent for me for my project work.

It is a matter of utmost pleasure to express my ineptness & deep sense of gratitude, to various persons who extend their maximum help to supply the

necessary information for present these that became available account of most

selfless co-operation. I am grateful to my parents & friends who encouraged &

inspired me at every stage of present work by providing immeasurable love

affection care & moral support.



O O B B J J E E C C T T I I V V E E O O F F R R E E P P O O R R T T

Rural consumers are fundamentally different from their urban counterparts.

The lower levels of literacy and limited exposure to product and services are

well-known, but there are also differences in occupation options, with a direct

impact on income levels and income flows, and a high level of inter-

dependency affecting the dynamics of rural community behavior. All contribute

to make rural consumer behavior starkly distinct from the urban.

The main objectives of analysis of rural market are to assess,

1. The present and future scenario of rural market.

2. To search for New opportunities in rural market.

3. Rural consumer insight.

4. To evaluate marketing strategy of different companies.

5. Issues and challenges related to rural market



E E X X E E C C U U T T I I V V E E S S U U M M M M AAR R Y Y

A debate continued for a long time amongst the Indian marketers, both

practitioners & academicians, on the justification for the existence of the

distinct discipline of rural marketing. Consequently, two schools of thought

emerged. The first school believed that the products/services, marketing tools &

strategies that are successful in urban areas, could be transplanted with little or

no more modifications in rural areas. However, the second school saw a clear

distinction between urban & rural India, & suggested a different approach,

skills, tools & strategies to be successful in rural markets.

What differentiates the two markets is not mere income, but a host of other

infrastructural & socio-cultural factors. Thus, the rural market cannot be tapped

successfully with an urban marketing mindset & would definitely require its

thorough understanding. In other words, the approach toward rural markets

needs to be distinct from the one adopted for the urban markets.

Thus, in a large rural economy like India’s, rural marke ting has emerged as an

important & distinct internal sub-division within the marketing discipline. This

sub-division clearly highlights the differences between rural marketing &

mainstream marketing.



I N D E X

TOPIC PAGE NO.

Introduction to Rural Marketing 1

Evolution of Rural Marketing 3

Nature of Rural Marketing 6

Classification of Rural Consumer 9

Roadblocks of Indian Rural Markets 10

Rural V/S Urban Marketing 12

Rural Consumer Behaviour 14

4 A’s Approach of Indian Rural Market

(Availability, Affordability, Acceptability, Awareness)16

Marketing Strategies to Capture Rural India 19

Product Strategies 21

Pricing Strategies 23

Promotions Strategies 24

Distribution Strategies 25

Case Study : ITC E-CHOUPAL 28

Conclusion 30



OBJECTIVES OF PROJECT

To understand the organization structure & hierarchy of the company.

To understand the working of various departments

To enable us to gain an insight into the corporate world.

To understand the various responsibility & duties carried out by each

department.

The study is aimed how an organization practically works in the real

situation.

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