Project ON: Rural Marketing Environment
Project ON: Rural Marketing Environment
Project ON: Rural Marketing Environment
RURAL MARKETING
ENVIRONMENT
PROJECTED BY
KANNAN 15018
UMESH 15045
BHAVESH 15029
MAHESHWARAN 15022
VIVEK 15042
SUBJECT: CRM
CLASS : S.Y.B.M.S.
SUBMITED TO
KAVITA MAM
INTRODUCTION
The emergence of an active cash economy is bound
to create is bound to create a strong rural demand and
promote rural consumption. The traditional growth and
dominance of urban industrial centres is undergoing rapid
changes. A more equitable distribution in rural areas would
also help in slowing down the rapidly increasing influx of
people from rural to urban areas.
3. Literacy Level:
It is estimated that there are 23% literate in
rural India as compared with 365 of whole country. The
rural literacy in the rural area is on an increase. Among
the rural population Kerala tops with 77%.
4. Rural Income:
An analysis of the rural income pattern reveals
that nearly 60% of the rural income is from agriculture.
Rural prosperity and the discretionary income with rural
consumers are directly tied up with agricultural
prosperity. The pre-dominance of agriculture in the
income pattern has one more significance-rural demand
is more seasonal.
5. Rural Savings:
The rural consumers have been drawn into the
saving habit in a big way. The commercial banks and the
co-operative have been marketing the saving habit in
the rural areas for quite some years. Today nearly 70%
of the rural households are saving a part of their
income.
6. Significant Aspects:
It can be seen in general sense low purchasing
power, low standard of living, low per capita income, low
literacy level and overall low social and economic
positions are the traits of the rural consumers.
Rural Consumer
Class
2001- 02 2006-
07
Very Rich 0.8 1.6 NUMBER OF
HOUSEHOLDS
IN MILLIONS
Consuming 26.8 41.3
Class
Climbers 54.7 63.3
Aspirants 25 14.7
Destitutes 20.9 12.2