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    Rural Marketing Environment

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    aparna kalla
    The document discusses the rural marketing environment in India. It covers the demographic, economic, socio-cultural, political and technological environments. Some key points include: the rural population is declining while urban population is rising; literacy rates are higher in urban than rural areas; agriculture is the primary source of income for rural areas but it is seasonal; strong casteism, gender discrimination and cultural diversity influence the socio-cultural environment; local governments provide a 3-tier political system; and initiatives like the Green Revolution and White Revolution have impacted the rural technological environment.

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    Rural Marketing Environment

    Uploaded by

    aparna kalla
    158 views16 pages
    The document discusses the rural marketing environment in India. It covers the demographic, economic, socio-cultural, political and technological environments. Some key points include: the rural population is declining while urban population is rising; literacy rates are higher in urban than rural areas; agriculture is the primary source of income for rural areas but it is seasonal; strong casteism, gender discrimination and cultural diversity influence the socio-cultural environment; local governments provide a 3-tier political system; and initiatives like the Green Revolution and White Revolution have impacted the rural technological environment.

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    Social, Technological, Legal environment

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    The document discusses the rural marketing environment in India. It covers the demographic, economic, socio-cultural, political and technological environments. Some key points include: the rural population is declining while urban population is rising; literacy rates are higher in urban than rural areas; agriculture is the primary source of income for rural areas but it is seasonal; strong casteism, gender discrimination and cultural diversity influence the socio-cultural environment; local governments provide a 3-tier political system; and initiatives like the Green Revolution and White Revolution have impacted the rural technological environment.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    158 views16 pages

    Rural Marketing Environment

    Uploaded by

    aparna kalla
    The document discusses the rural marketing environment in India. It covers the demographic, economic, socio-cultural, political and technological environments. Some key points include: the rural population is declining while urban population is rising; literacy rates are higher in urban than rural areas; agriculture is the primary source of income for rural areas but it is seasonal; strong casteism, gender discrimination and cultural diversity influence the socio-cultural environment; local governments provide a 3-tier political system; and initiatives like the Green Revolution and White Revolution have impacted the rural technological environment.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    Rural Marketing

    Environment

    Environment
    It refers to the surroundings , external objects ,
    influences or circumstances under which
    someone or something exists.
    Environment of any organization is the
    aggregate of all conditions, events and influences
    that surround and effect it

    Types of environment
    Demographic
    Socio-Cultural
    Political
    Economic
    Technological

    DEMPGRAPHIC ENVIRONMENT
    For the first time since Independence, the
    absolute increase in
    population is more in urban areas that in rural
    areas
    Rural Urban distribution: 68.84% & 31.16%
    Level of urbanization increased from 27.81% in
    2001 Census to
    31.16% in 2011 Census
    The proportion of rural population declined
    from 72.19% to 68.84%

    Literacy Rate Rural Urban Differential


    India - 2001, 2011

    Gap between Literacy Rate in Urban and Rural areas is


    steadily declining in every census. In Census 2011, the gap
    stands at 16.3 points

    2001

    2011

    India

    64.8

    74

    Rural

    58.7

    68.9

    Urban

    79.9

    85

    LITERACY RATE
    (in percentage)

    Number of Workers by Residence


    India : 2011

    (in million)

    Residence

    Number of
    Workers

    Non-Workers

    Work
    Participation
    Rate*

    Total

    481.7

    728.8

    39.8%

    Rural

    348.6

    484.9

    41.8%

    Urban

    133.1

    243.9

    35.3%

    * Work Participation Rate is defined as the number of


    workers per 100 population

    ECONOMIC ENVIRONMENT
    Per Capita Rural Income

    Rural Per Capita Income


    Rs. 9,481

    Agricultural
    Rs. 6,855

    Self-employed
    Rs. 10,150

    Non-agricultural
    Rs. 16,464

    Wage-earners
    Rs. 2,860

    Formal
    Rs. 19,514

    Informal
    Rs. 12,595

    SOURCES AND PATTERNS OF


    INCOME

    Primary source is agriculture


    No regular income throughout the year
    (Seasonality)
    Cash only at the time of harvest
    Marketers should notice of time of year when
    incomes are due
    Crop patterns vary, and time of cash surpluses
    from harvests vary geographically
    Cash crops and services leading to stable cash
    flows throughout the year.
    Remittances from outside.

    Rural Housing Pattern (in percentage)

    SOCIO CULTURAL ENVIRONEMNT


    Features:
    Strong casteism
    Gender discrimination
    Huge cultural diversity
    Tied Social customs
    Group influence on behavior

    POLITICAL ENVIRONMENT
    Panchayati Raj :
    Mahatma Gandhi advocated Panchayati Raj, a
    decentralized form of Government where each
    village are responsible for its own affairs, as the
    foundation of India's political system. The term
    for such a vision was Gram Swaraj ("village selfgovernance").
    Provides 3 tire system for all the states
    population exceeding 2 mn.
    Elections after every 5 years
    To collect taxes, duties, tolls, fees etc.

    TECHNOLOGICAL ENVIRONMENT

    Green Revolution:
    This started in the year 1967-78, for attaining
    self sufficiency in food grains.
    White Revolution:
    It aimed at achieving self sufficiency in milk
    products , formation cooperatives
    and
    systematization was the primary objective.

    Comparison of rural and urban


    environment

    Contd..

    Contd

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