Introduction to Indian Rural Marketing: Definition, scope of rural marketing, concepts,classification of rural markets, rural vs. urban markets. Rural marketing environment:Population, occupation pattern, income generation, location of rural population, expenditurepattern, literacy level, land distribution, land use pattern, irrigation, development programs,infrastructure facilities, rural credit institutions, rural retail outlets, print media in rural areas,rural areas requirement, rural demand and rural market index, problems in rural marketing.
Rural Consumer behaviour: Consumer buying behaviour models, Factors affecting ConsumerBehaviour, Social factors, Technological Factors, Economic Factors, Political Factors,Characteristics of Rural consumer- Age and Stages of the Life cycle, Occupation and Income,Economic circumstances, Lifestyle, Personality and Brand Belief, Information Search and prepurchase Evaluation, Rise of Consumerism, Consumer Buying Process, Opinion LeadershipProcess, Diffusion of Innovation, Brand Loyalty.Researching Rural Market: Sensitizing rural market, Research design- reference frame,Research approach, Diffusion of innovation, Development studies, PRA approach, The need forPRA, Sampling, Operational aspects of data collection,
Rural Marketing of FMCG’s: Indian FMCG industry, characteristics of Indian FMCG sector,Challenges in the FMCG industry, Rural Marketing of FMCG’s: Select case studiesRural Marketing of Consumer durables: Issues related to consumer durables in the ruralmarket, Rural Marketing of Consumer durables: Select case studiesRural marketing of financial services: Marketing objectives and approaches, Evolution of ruralbanking after independence, Challenges in marketing for banking services in rural, opportunitiesfor banking in rural areas, marketing strategies for banking services
Marketing of agricultural inputs: Indian tractor industry: A brief overview, Challenges forIndian tractor industry, factors suggesting better future prospects for tractor industry, marketingstrategies for tractor industryFertilizer industry in India: Marketing of fertilizer industry, classification of fertilizer industry,Challenges for marketing of fertilizer industry, marketing strategies for fertilizer industry.Indian agrochemical market: Marketing environment for agrochemicals in India, factorsaffecting agro chemicals market growth, structural challenges faced by Indian agrochemicalindustry, marketing strategies for agro chemicals.
Marketing of agricultural produce: Profiling of Indian agricultural produces marketing,challenges in marketing of agricultural produce, Strategies to promote marketing of agriculturalproduceMarketing of rural artisan products, Characteristics of Indian handicrafts industry, Challenges forrural artisan sector, Government policy towards handicrafts sector, marketing strategies for thedevelopment of rural artisan sector
Distribution Strategy: Introduction Accessing Rural Markets, Coverage Status in RuralMarkets, Channels of Distribution, Evolution of Rural Distribution Systems- Wholesaling, RuralRetail System, Vans, Rural Mobile Traders: The last Mile Distribution, Haats/Shandies, Public Distribution System, Co-operative Societies Behaviour of the Channel, Prevalent RuralDistribution Models- Distribution Models of FMCG Companies, Distribution Model of DurableCompanies, Distribution of fake products, Emerging Distribution Models- Corporate –SHGLinkage, Satellite Distribution, Syndicated Distribution, ITC’s Distribution Model, Petrol pumpsand Extension counters, Barefoot agents, Agricultural agents, Agricultural input dealers, Otherchannels, Ideal distribution model for RuralCommunication strategy: Challenges in Rural Communication, A view of CommunicationProcess, Developing Effective- Profiling the Target Audience, Determining communicationobjectives, designing the message, selecting the communication channels, deciding thepromotion mix, Creating advertisement for rural audiences rural media- Mass media, Non-Conventional Media, Personalized media, Rural Media: The importance of the two-step flow ofcommunication Media Typology, The Media Model, Media innovation, Influence of ConsumerBehaviour on Communication strategies
Corporate sector in agri-business: Reasons for increased interest of corporate sector in agribusiness,opportunities, in the agri-business, benefits of corporate driven agri-business systeminvolvementof corporate sector in agri-business: select case studies.Digitalizing the Indian rural markets-e-rural marketing: select live case studies-ITC e-choupal,TARA haat, EID Parry’s Indiaagriline, Kandhamal Apex Spices Association for Marketing(KASAM)Practical Components:• Visit to the various Micro Finance Institutes, who extend their services in catering ruralmarket.• Approaching the FMCG companies which have already catered in Rural and Understandthe approach strategy (What is that innovative concept the company has adopted insuccessfully catering in to rural markets)• Visit to a village and understand the market structure and also understand the functioningpart of the rural markets• Students should come up with new product designing with the rural marketing mix 4 As(Awareness, Acceptability, Adaptability and Affordability)• Students can do a survey on corporate farming and its effect on income of the ruralfarmer.