Rural Market Segmentation
Rural Market Segmentation
Rural Market Segmentation
PEOPLE-ORIENTED APPROACH or
Customer Personal Characteristics
PRODUCT-ORIENTED APPROACH or
Customer Response Behavior
CONDITIONS for EFFECTIVE
MARKET SEGMENTATION
MEASURABLE
ACCESSIBLE
PROFITABLE
DATA AVAILABILITY
RURAL MARKET SEGMENTATION
TOOLS
• THOMPSON
RURAL MARKET
INDEX
• MICA RURAL
MARKET RATING
ASSIGNMENT
MARKET SEGMENTATION STRATEGIES
Niche Marketing
Marketing in an area where there is no strong competition.
PROCESS OF MARKET SEGMENTATION