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Factors differentiating Rural marketing from Urban marketing
1. Infrastructure availability: electricity supply, availability of finance facility, education level, roads, connectivity, And presence of organized markets: In these infrastructural aspects, the rural market varies widely from the urban market.
Income Streams: The pattern of income generation in rural areas based on agriculture is seasonal and highly unreliable unlike the fixed monthly income in the urban areas. This created a consumption pattern that is quite different from the urban one.
3. Lifestyle: The lifestyle and daily routine of consumers in two markets is markedly different. This creates significantly different profile of urban and rural consumers for the same product.
4. Context: because of variation in infrastructure, lifestyle and the income aspects, the context in which an individual exists in rural areas is very different from the one urban areas. This creates difference in nature and priorities of needs in two markets.
5. Socio-cultural background: Value system and thus perception towards goods/services and consumption in general is quite different in the two markets.
6. Accessibility: The cost and logistics of accessing consumers in a highly widespread and heterogeneous rural market are very different from those involved in reaching urban consumers concentrated in good number in a single location. It demands two distinct marketing approaches.
7. Media reach and habits: The reach of media vehicles and the media habits, varying widely in rural and urban markets, requires different type of promotional strategy in these two markets.
8. Nature of competition: the nature and intensity of competition amongst the brands is very different in the two markets.
9. Consumer behavior: The consumer‘sngstimulidifferswidely inresponsetwo markets. The rural consumer behavior is behavior.
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