These areas are sometimes called “the country” and “the country side”.

2. WHAT IS MARKETING?
•Marketing refers to activities undertaken by a company
to promote the buying or selling of a product or
service. Marketing includes the advertising, selling and
delivering of products to consumers or other
businesses.
•Marketing can be defined as the process of identifying,
anticipating and knowing customer needs, and
organizing all the resources of the company to satisfy
them.

3. RURAL AREA
Rural areas are not town or cities. They are
often farming or agricultural areas. These
areas are sometimes called “the country” and
“the country side”.

4. RURAL MARKETING
•Rural marketing is a process of developing, pricing,
promoting, and distributing rural specific goods and
services leading to desired exchange with rural
customers to satisfy their needs and wants, and also
to achieve organizational objectives.
•Rural marketing implies applying marketing theory
and directing marketing efforts to create and satisfy
needs and wants of rural market (customers).

5. Rural marketing is a two-way process
URBAN-
RURAL
RURAL-
URBAN
RURAL-
RURAL

6. 1. Urban to Rural: It involves the selling of
products and services by urban marketers in
rural areas. These include pesticides,
FMCG products, consumer durables, etc.
2. Rural to Urban: It is a process in which rural
producer sells his product in the urban
market. There are middlemen agencies etc,
who takes initiatives in successful running of
selling process.
3.Rural to rural: It is a process which include
selling or exchange of agricultural product
tools, cattle, in another village in its proximity.

7. STRUCTURE OF RURAL
MARKET

8. IMPORTANCE OF RURAL
MARKETING
1. Reduced burden on urban population
2. Rapid economic growth
3. Employment generation
4. Improved living standard
5. Development of agro based industries
6. Optimum utilization of rural untapped resources
7. Easy marketability of agricultural products
8. Improved rural infrastructure
9. Price stability
10. Quality of life and reduced crime
11. Balanced industrial growth

9. ROADBLOCKS IN RURAL
MARKETING
1. Transportation
2. Branding
3. Warehousing
4. Village structure in India
5. Communication
6. Availability of appropriate media
7. Rural markets and sales management
8. Inadequate banking and credit facilities
9. Packaging

10. 4A’S OF RURAL MARKETING

11. • AVAILABILITY
Due to poor access to rural markets, poor
infrastructure and irregular or no power supply to rural
areas it is a difficult task for firms to make products
available all the time in the reach of the rural
consumers.
• ACCEPTABILITY
Firms have to understand rural customers’ need.
Automotive, salt, FMCG, telecom, insurance, soft
drinks, cigarettes, TV, fans, pressure cooker, washing
soaps, tea, blades, tooth powder are the goods and
services which are excelling in the rural market. Rural
consumers prefer utility oriented products. At the same
time product should be compatible with the
infrastructure available in rural areas.

12. • AWARENESS
Rural consumer is not much aware about brands.
They rely more on local brands. To develop
reliability factor in them towards new brands it is
necessary to publicize the brand awareness by
NGOs working actively in the region. This can be
done through mouth publicity by any known
resident of the same village also.
• AFFORDABILITY
A product which caters to the need or want of
consumers and is within paying capacity of the
consumer can be sold in rural market.