Prospects and Challenges of Rural Marketing in India

We’re each exposed to fifteen hundred advertisements every single day. Therefore the average Indian spends almost a year and half of his or her life watching these television commercials. It is one of the most powerful educational forces in our society today and it determines as well as shapes our behavior in real world scenarios. It’s interesting to observe how the advertising industry acts as the main driving force of mass media. The primary purpose of most television programs is to assemble an audience in order to watch these commercials. This way, the audiences get delivered to advertisers and in turn advertisers can sell their products.

This case is about all the banking activities carried out by SBI bank in the rural areas. Where SBI bank appoints BC's who work on behalf of them in areas where SBI can't initiate the process themselves. The case also consists personal experiences of a marketing executive who used to work for the business correspondent and consumer behaviour of rural people are included in the case study.

Since many rural households derive income from some form of non-farm activity, increasing the profitability and range of such activities would improve their ways of living security and living conditions (Awoyemi, 2004). However, expansion of these opportunities related to the asset status and barriers to entry resulting from inadequate or differential access to markets (Ellis, 2000). It is obvious that rural economy is not based on agriculture but rather on a diverse means of activities and enterprises. Much recent thinking on this subject is based on the concept of livelihood diversification as a survival strategy of rural households in developing countries (Ellis, 1998). Farming remains important but rural people are looking for diverse opportunities to increase and stabilize their incomes.

After identifying ten key businesses that would be full page advertisers, Bengal Solutions concluded that there is not a large enough incentive to pursue creating the magazine at this time. Bengal Solutions identified the four regional hospitals, the INL, ON Semiconductor, Premier Technologies, Melaleuca, Bannock Development Corporation, and REDI as potential advertisers since they are the most willing to purchase magazines and purchase advertising while also having the capital to do so. Many of these corporations fall within the scope of the publication and for the ones who don’t they are either concerned with economic development in the area or have marketing budgets large enough to consider the startup publication. The majority of these

In essence, it is not understood whether it is based on the rural areas, the state, or the urban areas. Nonetheless, the changes in the relationships are thought to be based on the rural development in China over the last four decades.

Today that push of farmers to leave their rural areas and move to the city can be associated with an inability to compete with large corporations. These large companies have the resources and ability to undercut and

Over 58 per cent of the rural households depend on agriculture as their principal means of livelihood. So Sales of tractor and mini trucks has

A common tendency among rural consumer is to collect the information regarding a product from friends relative and their neighbours. They rely on their opinion before purchase the product Positive opinion of neighbours relatives and friends has positive impact in adaptation of the solar energy. Another reason for the investment in solar lighting system is symbolic offering a way to demonstrate an ecological lifestyle to neighbours and friends (Palm and Tangvard 2011).the result of the

India is a country where people love to live in dreams and people are crazy about film stars, sports figures, social activists, politician etc. they worship celebrity and treat them as God. In order to face the increasing competition and considering this attitude of consumer’s marketers adopt a strategy that tries to get benefit from the emotional attachment of the fans of the celebrities. This strategy is well known as Celebrity Endorsement. It is believe that the use of superstars in advertising generates a lot of publicity and attention. Hence, celebrity endorsement is the important factor, which grabs the customer’s attention towards the product and services. The buying behaviour of a customer is strongly influenced by the efforts made by the advertisers to build brand loyalty. Attentions seeking ads and the use of celebrities in ads are very popular and successful as it gives the wanted results to the companies. The proposed research will be mainly sheds light on celebrity’s impact, whether

In order to remain effective, the advertising industry has to adapt to changes and trends in society. Because of this, the general pattern of advertising plans will appear to essentially mirror their target market, or a specific group of people in that society, from the picket-signs of years ago to the high-tech advertisements of the 21st century. There are a number of factors that come into play, each affecting the other as well as changes and trends in groups of people in society. Some of these factors are the culture and values of the target market, their use of technological advances, their degree of communication and connectivity, and the economic

Some of the previous research conducted in India suggested that the Indian population is very receptive to product placement. This is because India is a country with a large population where going to cinemas is a very popular trend. It was also found that Indians have a high collectivist culture, where individuals work as a part of the group and commit to the need of the society before their own (Nelson et al., 2006). Due to this reason, individuals usually face difficulty in setting themselves apart from other people. Indians are furthermore categorized as vertical collectivists which means that they look up to people in successful places such as celebrities make them idols and imitate their style (Nelson et al., 2013). This is a very

In the present era of globalization, companies are finding it difficult to attract the customers towards their offerings. Proper understanding of consumer buying behavior will help the marketer to succeed in the market. In India, with increase in purchasing power of people leading to the change in their life style, there has been a huge demand for

The Rural Development Institute (RDI) was first conceived in 1966 when an article about Pacific land reform was brought to the attention of Roy Prosterman by one of his students. The article argued that an effective way for land reform to happen in Latin America was through confiscation and redistribution. Prosterman disagreed with the approach and wrote a rebuttal to the article emphasizing democratic markets and stating that compensation must be given during the process of acquisition (Prosterman, 1966). The article was noticed by the US government and Prosterman was soon called before congress and offered a chance to prove his theory; he would be able to test the merits of his ideas in war-torn Vietnam. Roy’s goal was to give locals the tools required to become self-dependant farmers who could support their families and would therefore be less likely to join the fighting as part of the Viet Cong. From 1970 to 1973, Roy and his new found organization were able to provide over 1 million citizens with plots of land and drastically reduce Viet Cong recruitment in the region (Prosterman, 1970). The lessons taken from his time in Vietnam have allowed Prosterman and the RDI to begin fighting the root causes of poverty and inequality in the poorest parts of India, China, and Sub-Saharan Africa.

Marketing strategy plays a very vital role in any pre-set up of an enterprise especially if it directly deals with consumers. FOI, Flavours of India, an Indian Restaurant is about to take it roots in Invercargill, New Zealand by the year 2015 (August). This research will help in understanding the marketing for FOI which will include its objectives, target market, business environment and marketing strategy.

In India, despite the advent of the new media, traditional media will continue to have a large share, as the rural market is still untapped. And in urban market too the traditional media is still a popular means of communication. However, the urban market is also influenced by the new media. As the media through which advertising messages are conveyed evolve, it is important to stress that the fundamentals of effective communication simply need to be adapted to fit these new forms.