We have great pleasure in presenting First edition “Rural Marketing” written for students of UG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to provide the students with thorough understanding of Rural Marketing. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.
Contents –
Module – 1 Introduction to Rural Marketing
Introduction
Rural Marketing
Meaning of Rural Marketing
Nature of Rural Marketing
Scope of Rural Marketing
Features of Rural Markets
Evolution of Rural Markets
Development of Rural Marketing in India
Classification of Rural Markets
Rural v/s Urban Markets
Rural Business Environment
Challenges and Opportunities in Rural Marketing
Government Initiatives for Rural Development and its Role in Rural Marketing
Review Questions
Module – 2 Rural Consumer Behaviour
Introduction
Rural Consumer Behaviour
Characteristics of Rural Consumers
Factors Influencing Rural Consumer Behaviour
Cultural, Social & Economic Aspects of Rural Buyers
Buying Decision Process In Rural Households
Role of Opinion Leaders
Reference Groups
Review Questions
Module – 3 Rural Marketing Mix
Introduction
Rural Marketing Mix
Product Planning
Design for Rural Markets
Pricing Strategies for Rural Consumers
Rural Distribution Channels and Logistics
Role of Retailers in Distribution
Promotional Tools and Media in Rural Areas
Packaging and Branding for Rural Markets
Review Questions
Module – 4 Rural Marketing Strategies
Introduction
Market Segmentation
Targeting and Positioning in Rural Context
Distribution Strategies
Rural Supply Chain Management
Promotion and Communication
Strategies for Rural Consumers
Role of Sales Force
Personal Selling in Rural Areas
Institutional Support in Rural Marketing including NGOs
SHGs
Cooperatives
Review Questions
Module – 5 Emerging Trends and Innovations in Rural Marketing
Introduction
Impact of Digital Technology on Rural Marketing
E-rural Marketing
Role of Microfinance
Rural Credit Systems
Green Marketing
Sustainable Practices in Rural Areas
Circular Economy
Rural Innovation
Emerging Business Models
Rural Entrepreneurship
Future Outlook of Rural Marketing in India
Review Questions