Though rural markets are a huge attraction to marketers, it is not easy to enter. During this paper we describe how these media will affect society in a broad way. The cocacola company bachelors thesis in international business 74 pages, 1 page of appendices autumn 20 abstract the purpose of this thesis is to examine traditional media s content, history. Traditional outlook the rural consumer values old customs and tradition. Focused communication for rural india the hindu businessline. The traditional media include melas, puppetry, folk theatre etc. Here is how digital media is impacting rural markets. Marketing is an important strategy for businesses and it contains numerous effective tools. Traditional and digital media advertising preference. As a result, modern marketing has had to employ a host of different communication options, in order to. The emergence of rural markets as highly untapped potential emphasizes the need to explore them. Through, digital identification or ekyc, it has become.
Rural marketing in the development paradigm article pdf available in international journal of rural management 12. Nandini btech, mba, jntuhceh abstract rural markets have become integral part of global market. The irs covers information about non conventional media such as melasfairs, etc. Traditional outlookdo not prefer changes diverse socioeconomic backwardness infrastructure facilities physical distribution becomes costly. Fortunately, however, the rural consumer has the same likes as the urban consumer movies and music and for both the urban and rural consumer, the family is. Pdf rural markets in india has acquired a major role in the growth of our economy. There were 285 mother consumers responses to the mail survey request.
Social media its impact with positive and negative aspects. Rural farmers account for the greater part of the population of any developing country such as nigeria. Conventional media mass media a medium is called a mass medium when it reaches millions of people. Rural marketing, rural marketing communications, media for rural marketing, rural advertising. Governments of developing countries have a major responsibility of ensuring that there is adequate rural development in their various communities and local governments which would lead to effective and efficient agricultural systems that will not only supply food and animal protein but also.
Lic uses puppets to educate rural masses about its insurance policies. Traditional marketing has been in use for many years and nowadays internet has brought new ways of doing business for companies and that has affected marketing. The rural market in india is not a separate entity in itself and it is highly influenced by the. Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants, and also to achieve organizational objectives. The term rural marketing used to be an umbrella term for the. With large parts of rural india inaccessible to conventional advertising media only 41 per cent rural households have access to tv building awareness is another challenge. The objective of marketing is to make products available to consumers as per the current demand. Even as the digital revolution continues to boom, traditional marketing has hardly gone bust, and allied businesses are flourishing too. Introduction the indian market has expanded in the last few.
Introduction in the view of marketing, media is the process of. Traditional media or the modern, media used for rural marketing is being used by companies. In the age of digital marketing, traditional marketing is not dead. Rural marketing involves addressing over 700 million potential consumers and over 40 per cent of the indian middle income. During this period, the marketing of rural products received considerable attention in the general marketing frame work.
However, traditional media alone can no longer be relied on. The indian rural market is growing at tremendous pace. The print media covers only 18 per cent of the rural population. Marketing strategies redefined go rural introduction to rural market gone are the days when a rural consumer went to a nearby city to buy branded products and services. A number of traditional non conventional media as well as emerging non.
Traditional media refer to the timehonored, conventional means of mass. Digital marketing may achieve something more if it considers. Agricultural non agricultural acropdf a quality pdf writer and pdf converter to create pdf files. Effect of social media marketing on traditional marketing. Its potential, importance, problems and distribution strategy. In general a rural consumer spends less on non food items. Storage sense failed to download map to sd card in 8. Mothers in billings, montana with children living in the home under the age of 18 years old were asked to complete a mail survey to determine mother media preference between traditional and digital media advertising. Book on marketing 2020 the marketing book jm internet. Features large and scattered market over 63 crore consumers from 5,70,000 villages major income from agriculture low standard of living low literacy, low per capita income, social backwardness, low savings, etc. Conventional media non conventional media personalized media 3 4. What are the best examples of rural marketing in india.
My name is jason mcdonald, and im excited to be your guide to the funfilled and enriching task of business marketing. Therefore the marketer has to consider rural specific promotion media and methods to reach the villagers. Traditional media can be used to reach these people in the marketing a new concept. Tv, laptops, media, social media, email and lot other to support company and its products and services. Beyond the conventional cheap and simple products and services, rural. The manual will be used by organizations working with rural communities to strengthen their marketing skills and to enable sustainable marketing of their products and services. My region was australasia, and the band only works for. Chapter iii rural marketing strategies of consumer. Introduction now a days social media has been the important. The traditional definition of rural means that area which is not developed yet. Evaluating the impact of social media on traditional marketing. Evolution of rural marketing phase i before 60s traditional farming methods focus on marketing of rural products in urban markets and agricultural inputs in rural phase ii 1960s to early 90s the green and the white revolution demand for agricultural inputs domain of marketing of agricultural inputs added phase iiimid 90s to present higher development in.
The government of india only defines a nonurban market. No wonder, the rural markets have been a vital source of growth for most companies. Pdf in the recent years rural market have acquired significance and. Rural india consists of about 127 million households of which only 54% come in contact with any of the conventional media. Traditional and social media marketing comparison case.
Traditional media uses vehicles directed at a mass audience such as print newspaper and magazines and broadcast radio and television. Rural sales drive growth, business standard, april 12, 2004. Mbah4010 rural marketing 3 the non agricultural sub sector comprises agricultural and allied. Acropdf a quality pdf writer and pdf converter to create pdf files. Rajan is chairman, anugrah madison advertising pvt ltd, and past president, rural marketing association of india. The rural markets are growing at above two times faster pace than urban markets. Introduction the advent of economic liberalization has brought about unprecedented economic boom in the country. A project report on rural marketing linkedin slideshare. The effectiveness of rural marketing communications, to a large.
Social media marketing also appeared to have a significant effect on the companys traditional marketing campaign, as they mainly opted to utilize free traditional pr strategies to lobby for interviews and forgo other traditional marketing methods. Marketing communication strategies for rural india submitted for. To explore and understand rural market is crucial for any marketers today. An effective communication can be made through conventional media. The massive success of au evoice and similar call answering services is a testament to that fact. Focus is on the particular field like business, education, society and youth. Tradition is handling down of beliefs, experiences and customs from generation to. The workshop was conducted jointly with the research centre for. Statistics indicates that the reach of print media is 10%, followed by tv 31%, radio 32% and cinema 36%. A few of our brands used wifi advertising to promote their brands in rural india. Promotion of products were taken up through print media and others. Age and stages of the life cycle the purchase of products and services and their forms and nature is influenced by age and lifecycle stages of the consumer.
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