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PROBLEMS OF RURAL MARKETING


PROBLEMS OF RURAL MARKETING

              World’s rural market is unpredictable as rain. The rural market may be alluring but it is not without its problems: Low per capita disposable incomes is half the urban disposable income. In addition to it there are large number of daily wage earner, acute dependence on the monsoon.

1. Physical Distribution: The problems of physical distribution adversely affect the service as well as the cost aspect. Physical distribution includes transportation problem, warehousing problem and communication problem. Roads are not in proper conditions to transport the goods easily. Markets at the rural market places are not connected well be the roads. Warehousing problems include the lack of proper godowns and cold storage facilities.

2. Channel Management: Long distance and scattered locations also pose the problems. The companies with relatively fewer resource can go in for syndicated distribution where a tie-up between non-competitive marketers can be established to facilitate distribution. Shops and Vegetable market in all over the world is not well connected.

3. Promotion and Marketing Communication: Rural marketing involves more intensive personal selling efforts compared to urban marketing. Marketer need to understand the psyche of the rural consumer and then act accordingly. In rural market a brand must associate itself with the same things the rural folks do. This can be done by utilizing the various rural folk media to reach them in their own language.

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