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In the first stage of development, the inhabitants of a village may not have income cash to purchase even non-durable necessities. The forms of exchange would mostly be similar to barter goods & also services (labour ) for goods. In the second stage there will still be preference for rurally produced goods but there may be marked scope for inter-rural movement & also goods & services going to adjoining towns/cities. Mandis, haats & melas become the lucrative instrument in the hands of a marketer. So, to be progressive in adopting the urban way of life by the majority of villages may create a tending to go in for urban consumer market. Only in the third stage there are flows from rural to rural areas, rural to urban areas & urban to rural areas. In the third stage there is very little interface between rural & urban areas & this is only because of socioeconomic & cultural reasons. For these two earlies stages of development, the task of the marketer must be to explore & understand the rural psyche & accordingly come out with the ‘offering’. Distribution of rural households by occupation Occupations Percentage of Household Cultivators 72 Agricultural labourers 15 Other non- cultivators 11 Artisans 2 * source : Based on All Indian Debt & Investment survey , published by RBI So, it is clear from the table that the group of cultivators contains both very prosperous as well as marginal cultivators. Almost 20% of rural households control about 66% of all assets in rural India. Segmentation of farmers by land size Category Marginal farmers Small farmers Area Less than 1 hectare 1.0-2.0 hectares Semi-medium farmers 2.0-4.3 hectares Medium farmers Large farmers 4.0-10.0 hectares 10 hectares & above Group I Premium Group I Popular Group III Low priced Segmentation of Products Low cost durables like watch radio, iron fan etc Highest orders durables like black & white televisions, sewing machines, mixers & two in one systems High – pressed & high aspiration durables like color T.V, refrigerator, two wheelers & music systems It is apparent that different strategies may have to be adopted to meet differing competitive conditions so it is clear that these are some of the product proliferation which have been considered . www.theinternationaljournal.org > RJEBS: Volume: 02, Number: 09, July-2013 Page 10
PROCESS The number of rural consumers who can afford branded consumer products are equal to, it not greater than ,the number of such urban consumers. Therefore, the areas have to be selected for concentrated coverage; once this is done, the coverage can be extended further into interiors. So, the first step is this to short list areas where the purchasing power is high. Once the area (district) have been identified, a short list of the larger villages in the district can be made & then these villages may be grouped into clusters & finally these potentials may be followed . Groups Areas Million Units 1994 -95 Durables : Rural Vs Urban Growth % Change over Previous Period 1994 -95 2001-02* 2006-07* 2001-02 2010-11 I Urban 140.10 195.15 245.09 39.29 25.59 Rural 224.17 330.63 430.93 47.49 30.34 II Urban 61.44 95.54 122.70 55.50 28.42 Rural 43.54 100.13 144.83 129.97 44.64 III Urban 35.99 83.05 138.31 130.76 66.54 Rural 11.24 29.90 57.10 166.01 90.97 *Projections Source: NCAER (National council for Applied Economic Research) From the table it is obvious that:- 1) Rural markets for groups I durables are bigger than Urban. 2) Rural markets for Group II durables will be much bigger than urban ones 3).Rural market growth notes are faster than urban ones in all the three groups. For groups (iii) durables remain smalls than urban ones even in 2007 -08. It clearly indicates the necessity of understandings the attitude of rural people towards these durables as these items are not purchased according to their full potential. As for as, the income levels are concerned, there is still a lot of latest demand for these products. Conclusion:- the most relevant thing is that the rural segment is extremely fragmented & spread out over a large geographical base. The cultural & behavioral differences vary not just from state to state but from village to village. Mapping out this difference in consumer behavior is the key to any successful rural strategy. Forming is one of the sources of revenue however it is true that rural youth are looking at alternate sources of revenues. Also they are receptive to new ideas. They are likely to welcome innovation that satisfies their sense of security. Rural people are mush more social than their counterparts & this makes the difference. this is the reason a marketer need to have local alliances. www.theinternationaljournal.org > RJEBS: Volume: 02, Number: 09, July-2013 Page 11
Page 2 and 3: Table of Contents Articles THE GLOB
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Page 24 and 25: economic and social. Some people ma
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