If you meet a sales executive today and ask which market he would
prefer to serve, the immediate answer would be, “Rural Markets” as they
are still unexploited. A number of factors have been recognized as
responsible for the rural market boom. Some of them are:
1. Increase in population, and hence increase in demand. The
rural population in 1971 was 43.80 crores, which increased
to 50.20 crores in 1981, 60.21 crores in 1991 and 66.0
crores in 2001.
2. A marked increase in the rural income due to agrarian
prosperity.
3. Large inflow of investment for rural development
programmes from government and other sources.
4. Increased contact of rural people with their urban
counterparts due to development of transport and a wide
communication network.
5. Increase in literacy and educational level among rural folks,
and the resultant inclination to lead sophisticated lives.
6. Inflow of foreign remittances and foreign made goods in rural
areas.
7. Changes in the land tenure system causing a structural
change in the ownership pattern and consequent changes in
the buying behaviour. The general rise in the level of
prosperity appears to have resulted in two dominant shifts in
the rural consuming system. One is conspicuous
consumption of consumer durables by almost all segments of
rural consumers, and the obvious preference for branded
goods as compared to non-branded goods of rural.
prefer to serve, the immediate answer would be, “Rural Markets” as they
are still unexploited. A number of factors have been recognized as
responsible for the rural market boom. Some of them are:
1. Increase in population, and hence increase in demand. The
rural population in 1971 was 43.80 crores, which increased
to 50.20 crores in 1981, 60.21 crores in 1991 and 66.0
crores in 2001.
2. A marked increase in the rural income due to agrarian
prosperity.
3. Large inflow of investment for rural development
programmes from government and other sources.
4. Increased contact of rural people with their urban
counterparts due to development of transport and a wide
communication network.
5. Increase in literacy and educational level among rural folks,
and the resultant inclination to lead sophisticated lives.
6. Inflow of foreign remittances and foreign made goods in rural
areas.
7. Changes in the land tenure system causing a structural
change in the ownership pattern and consequent changes in
the buying behaviour. The general rise in the level of
prosperity appears to have resulted in two dominant shifts in
the rural consuming system. One is conspicuous
consumption of consumer durables by almost all segments of
rural consumers, and the obvious preference for branded
goods as compared to non-branded goods of rural.
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