Learning Objectives:


The objective of this course is to explore the students to the Agriculture and Rural Marketing environment so that they can understand consumer’s and marketing characteristics of the same for understanding and contributing to the emerging challenges in the upcoming global economic scenario.


Unit no.  Name of the Topic   No. of lectures
 Unit 1 1. Introduction to Rural Market, Definition & Scope of Rural Marketing.
2. Rural Market in India- Size & Scope, Rural development as a core
area, Efforts put for Rural development by government (A brief Overview).
3. Emerging Profile of Rural Markets in India,
4. Problems of rural market.
5. Constraints in Rural Marketing and Strategies to overcome constraints
 Unit 2 1)Rural Consumer Vs Urban Consumers – a comparison.

Characteristics of Rural Consumers.
2). Rural Market Environment:
a)Demographics – Population, Occupation Pattern, Literacy Level;
b) Economic Factors – Income Generation, Expenditure Pattern,
Rural Demand and Consumption Pattern,
Rural Market Index; Land Use Pattern,
c) Rural Infrastructure – Rural Housing, Electrification, Roads
3. Rural Consumer Behaviour: meaning, Factors affecting Rural
Consumer Behaviour- Social factors, Cultural factors, Technological factors,

Lifestyle, Personality

 Unit 3 1. Relevance of Marketing mix for Rural market/Consumers.
2. Product Strategies, Rural Product Categories –
FMCGs, Consumer Durables,
Agriculture Goods & Services;
Importance of Branding,
Packaging and Labeling.
3. Nature of Competition in Rural Markets,
the problem of Fake Brands
4. Pricing Strategies & objectives
5. Promotional Strategies.
Segmentation, Targeting & Positioning for rural market, Rural.
Unit 4 1. Distribution Strategies for Rural consumers.
Channels of Distribution- HAATS, Mandis, Public Distribution
System, Co-operative society, Distribution Models of FMCG,
Companies HUL, ITC, etc. Distribution networks,
Ideal distribution model for rural markets.
(Case study based)
2. Communication Strategy.
Challenges in Rural Communication, Developing Effective
Communication, Determining Communication Objectives,
Designing the Message, Selecting the Communication Channels.
Creating Advertisements for Rural Audiences.
Rural Media- Mass media, Non-Conventional Media,
Personalized media;

Reference Books:

  1. Badi & Badi : Rural Marketing
  2. Mamoria, C.B. & Badri Vishal : Agriculture problems in India
  3. Arora, R.C. : Integrated Rural Development
  4. Rajgopal : Managing Rural Business
  5. Gopalaswamy, T.P. : Rural Marketing
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