Classification of rural
markets
This can be classified as follows:
a) CONSUMER MARKET:
Constituents: Individuals and Households.
Products : Consumables,
Food- Products, Toiletries, Cosmetics, Textiles and Garments, Footwear etc.
Durables : Watches,
Bicycles, Radio, T.V, Kitchen Appliances Furniture, Sewing Machines, Two
Wheeler etc.
b) INDUSTRIAL MARKET:
Constituents :
Agricultural and allied activities, poultry farming, fishing, Animalhusbandry,
Cottage Industries, Health center, School, Co-operatives, Panchayat office etc.
Products : Consumables,
seeds, Fertilizers, Pesticides, Animal feed, Fishnets, VMedicines, Petroll
diesel etc.
Durables : Tillers, Tractors, Pump sets, Generators,
Harvesters, Boat etc.
c) SERVICES MARKET
Constituents : Individuals, Households, offices and
Production firms.
Services : Repairs,
Transport, Banking credit, Insurance, Healthcare, Education, communications,
Power etc.
Rural Vs urban markets
It is important to
understand why rural marketing is different from urban marketing. Due to
significant differences in almost all the major marketing variables, it becomes
very difficult to optimally tap the rural market potential with an urban
mindset. In most cases, it requires a modified approach, philosophy and
marketing mix.
Therefore
the domain of rural marketing is significantly different from the way marketing
is planned and implemented in urban areas. The positive results achieved by
HLL‘s Project Shakti, Colgate‘s Project Jagaruti, etc., because they had
structured their rural marketing in terms
of planning, effort, operations, distinctively from their urban marketing.
This proves the justification for
treating and approaching rural marketing distinctively from urban marketing.
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