Main challenges involved in rural marketing

vikram chawla

vikram chawla

Vikram Chawla
THE RURAL MARKET has a huge potential to grow ...and there are many areas still unexplored...

What do you think are the main challenges involved in rural marketing ?
 
Rural Marketing is a latest concept in Indian markets and companies are now aware of the fact that they have very good scope of marketing in rural areas.As 90% of India's rural market is untapped and not utilized by the companies. There also is very huge potential for products of companies specially F.M.C.G, electronics etc. Major challenges which i think any company face during its operations in rural areas are-

1- Convincing the rural customer.
2- Promotion of products in their regional language.
3- Lack of Infrastructure Facilities
4- Low Levels of Literacy and awareness.
5- Lack of knowledge in usage of advanced products.
6-There is large and scattered market which make work of marketing much more complicated and tough for marketer.
 
main challenges that i feel are:

-rural people are quite loyal to the brands of products they use,,and have been using it for years...the main marketing challenge is to change the perception and convincing them to try new products.
-secondly i feel there is still not much proof as to which advertising medium would be suitable for the rural market taking in consideration the literacy level of the people.
 
Another challenge that lies in rural marketing is:

Educating people of the new products that come into the market...and deciding the media which can effectively do that....
 
I think that cultural factors play a big role in identifying their needs and fulfill it. There are different groups based on religion, caste, occupation, income, age, education and politics and each group exerts influence on the behavior of people in villages.

There is a belief among rural people that experience is more important than formal education and they respect salespersons who can offer practical solutions to their problems. Therefore, it is desirable that sales persons, especially those who have been brought up in cities are given a thorough training consisting of both theory and practical aspects of village life. The training will help these sales persons to align themselves with the market realities and settle down smoothly in their jobs.
 
other than this rural people find heavy durable products more useful than the others...this is the main reason why bullet bikes are still popular in the villages..
similarly they look at products that can have multiple usage..
yesterday only i had read something like in some village dhabas of punjab....
washing machine is used for preparing lassi in bulk...as it saves timee..lol
 
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