Unit I : The concept of the Co-Operation – Historical Background – Principles – Objectives – Characteristics – Types of Co-Operatives – Formation of Co-operatives (Urban Co-operative Banks – Credit Co-operative Societies -Housing Co-operative Societies – Labour Co-operative Societies – APMC). Role of Co-operatives – Social and Economic Development – Role of Local Leadership – Competition from Non Co-operative Organizations. Role of NABARD – State Government – RBI (Urban Banks Dept.) – Federations.


Unit II : Legislations Influencing Co-operatives – Intent and Scope of Maharashtra State Co-operative Societies Act. 1960 – MSCS Rules 1961 – Consumers Protection Act. 1986 – right to Information Act. 2005

Right and Duties of Managing Committee – Members – Registrar of Co-operatives – Auditors Challenges before Co-operatives – Strategy to face the challenges – Future of Co-operatives in India.


Unit III : Definition and Scope of Rural Markets – Rural vs. Urban Markets – Rural Marketing Environment – Rural Consumer Profile – Consumer Behaviour – Rural Marketing Mix.

Rural Market Segmentation – Targeting and Positioning – Marketing of Consumer Durables – Rural Sales force Management.


Unit IV : Agricultural Produce Marketing – Importance – Problems – Lines of Improvement – Regulated Markets.

Quality Orientation – Standardization and Grading.

Role of Financial Institutions in Agricultural Marketing – Innovative Marketing Techniques and Resent Trend in Rural Markets.

Impact of Globalization on Indian Markets – e-choupals – Commodity Markets (Importance)


Recommended books :

  1. Rural Marketing, T.P. Gopalawamy, Vikas Publishing
  2. Management of Co-operatives , Ramakishen, Jaico Publishing
  3. Rural Marketing, Krishnamoorthy, Himalaya Publishing
  4. Rural Marketing, Ramakishen, Jaico Publishing
  5. Marketing of Agricultural produce in India, A.P.Gupta, Vora and company
  6. Rural Marketing, Badi and Badi, Himalaya Publishing
  7. New dimensions of Cooperative Management, Kamath, Himalaya Publishing
  8. Cooperative Management and Administration , Goel B, Deep and Deep

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