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CHARACTERISTICS OF RURAL MARKETS


CHARACTERISTICS OF RURAL MARKETS

1. Seasonal Demand: Rural demand is harvest linked as well as festival linked. The festival are often coinciding with the harvest. Rural villagers tend to buy for short segments of time.

2. Collective Decision-Making: Decision-making process is collective in rural areas. Television advertising has brought brand awareness among rural households.

3. Substantial Share: Traditionally rural consumers were consuming only traditional product. Rural India now accounts for a sizable share of the total consumption for a variety of consumer goods.

4. Agricultural Dependent: Rural economy is still agriculturally dependent. Demand of rural population is heavily dependent on agriculture. Rural income vary depending on monsoon.

5. Large and Scattered Market: Rural market of world is a very large market. It consist of more than 1.8 billion consumer. Geographically it is a vast and highly scattered market. There are around 9,80,000 public distribution shops in rural areas.

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