7. The improved literacy rate naturally leads to the growth of demand for education oriented products like – pen, pencil, notebooks and electronic goods such as – digital diaries, calculators, etc. Even though the total consumption of rural sector exceeds urban sector, individual family consumption is comparatively less. Various religious stories are narrated or enacted in a particular fashion with music through dramas and puppet shows etc. Rural people are also becoming aware of saving their income during the crisis situation. Because of their savings for the future more than 50% of the rural households are very confident about their steady and bright future. People are showing interest to shift from less permanent (semi-pucca) type of houses to more permanent (pucca) type of houses. A marketer can get the information about new challenges and problems with the help of marketing environment. To improve the production of oil seeds and its output (edible oil), Government initiated Yellow Revolution. Before we understand about the sub-culture, let us know about the culture. ‘Drip Irrigation’ programme was launched to cover more areas under irrigation. PRIs ensure the direct participation of people from the grass root level itself. One more thing to be noticed here is the number of holdings is increasing. To Understand Rural Market Conditions: A marketing manager has to sell his product in the market for which he should have knowledge about the customers, competitive units, suppliers, etc. Other sub-castes and cults are constructed on these pillars only. From the year 1967 to 1978, is termed as Green Revolution period. The main motive of this policy was, the producer cooperative society (producer cooperatives) should try to match urban demand with the supply of rural produce. which affect the rural marketing. For this, marketing manager has to regularly study the products of competitive units, their cost, marketing strategies, promotion plans, etc. If we compare the rural proportion to total population in the past three decades, it is slightly decreasing. Traditionally, it is an assembly of villagers under the head of five respective elders to settle their disputes. The following are the features of rural marketing environment: 1. Just 22% of houses only felt in the category of pucca houses. The increase in farm production also introduced mechanized processing, spurring growth of the local manufacturing sector. Just 22% of houses only felt in the category of pucca houses. Here, the contribution given by both State and Central Governments to improve rural youth literacy rate is noticeable one. It means, the producer cooperatives acts as a middleman in rural area for selling the rural produce among the urban consumers. The Indian caste system is a system of social stratification and social restriction in India in which communities are defined by thousands of hereditary groups called Jatis. There is a tremendous growth in rural Indian economy. Collective participation – Musical shows and dramas are the best recreating activities that the villagers perform. So, an organization has its own internal strength and weaknesses as well as common external opportunities and threats. The values in India are about living life with an enthusiasm and observing the belief that there is one God existing despite so many religions. The environment gives the complete picture of threats and opportunities of the markets. It varies from state to state and even district to district. Before uploading and sharing your knowledge on this site, please read the following pages: 1. Consumer decisions and actions can be properly understood only when the force field in which they are operating is understood. iii. It also varies between sub-regions, different religious, caste and community groups. These are all just because of higher illiteracy level among rural people and particularly lack of literacy level among rural women. A common Gram Sabha exists for very small group villages with a population of 200 or more and it should meet at least once in each quarter for making decisions which affects their day-to-day life such as –, ii. Group of people (grand-parents, parents, their brothers and sisters, their children) living together and using common property and dwelling house. which affect the rural marketing. For example, for the survival of those people, separate area is allotted which is far away to reach in general. At the same time, the demand for dairy products like – ice cream, flavoured milk, yoghurt, butter, cheese etc., also grown in a considerable manner. Image Guidelines 4. For the successful management and implementation of marketing activities in rural areas, it is necessary to study and analyse its environment. Fund received from various Government department schemes. Powers and responsibilities delegated to panchayats are: i. These psychological factors influence more in the overall buying behaviour of consumers. At the same time, rural environmental threat such as – low literacy level, reach of media, etc., can be tackled by targeting urban consumers. These are practised and performed in groups. Reduced Burden on Urban Population: The next priority was given to Kshatriyas (i.e., warriors), followed by Vaishyas who belongs to business or trade group. 4. Currently, about three lakh hectares are under drip irrigation in various states of India and a great scope to extend this method under the context of shrinking ground water supply. If we observe our land use pattern, from the total cultivation area, approximately 74% is occupied by food crops and only 26% is occupied by non-food crops. It is the sum totals of internal and external factors where former are controllable and later are uncontrollable. Their values and beliefs should be honored; otherwise, reach and survival will be more difficult to the corporate. vi. Pink Revolution – Onion/Pharmaceutical (India)/Prawn Production, vii. One can easily assess the economic status and growth of any sector with the help of housing pattern they have. Study of rural marketing environmental is also important for marketers in order to realize the developments and trends in rural markets rather than to know the static picture of rural market environment. Take the food crops such as rice, wheat, vegetables etc., as example whose retention quantity is estimated nearly 50%. 4. Generally, the elder person is the head of the family and he is responsible to make decisions in all issues. The occupation pattern reveals the income generation pattern also. In contrast, nearly 40% of urban people are earning regular salaries and just 3.45% of people alone engaged in agriculture and related activities.
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