Problems in Rural Marketing

by Clayton Clive Blogger Below mentioned are some of the common problems in rural marketing:

1. Large Market: The rural market of India consists of about 60 crore consumers. It is a big market having considerable potential as it is still partially tapped. Even then it is offering a market worth Rs. 20,000 crore of non-foods per year at present.

2. Scattered Market: The rural markets are very widely scattered covering about 5.6 lacs of villages spread over the entire length and breadth of India.

3. Seasonal and Irregular Demand: Not only the rural market is very large and very widely scattered (fragmented) but the demand is also seasonal (not regular or constant) because the rural demand is closely associated with farming and farming in India depends on the vagaries of monsoon even today. Hence, rural demand is tied down to agricultural harvesting seasons and also to fairs/ festivals which many a time coincide with harvests.

4. Economic and Social Backwardness: Average per capita income and purchasing power in rural India is low though gradually growing. Literacy is also low. The village life is still governed by custom and tradition though it is slowly being exposed to modernism. We have also to face diversities relating to language, customs, and culture.

5. Special Problems in Marketing: We have already noted that the marketing of goods in rural India is a big challenge to marketers. There are special problems in rural marketing:

• Problems in physical distribution.
• Problems of distribution channels,
• Problems of promotion and marketing communication, and
• Problems of sales force management.

Rural marketer is not called upon just to find the market and tap it with the help of promotion and distribution. In a sense, the marketer must adopt creativity and create the market and develop it through innovative marketing management. ‘Markets are made and not merely found’ is literally true in the case of the rural market of India.

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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