Ranchi University, Jharkhand, General Semester 6, Rural Marketing Syllabus

RURAL MARKETING Theory: 75 Lectures, Tutorial: 15 Lectures
Unit I : Introduction to Rural Market
Definition & Scope of Rural Marketing, classification of rural markets, rural vs. urban markets. Rural
Market in India- Size & Scope, Emerging Profile of Rural Markets in India, Problems of rural
market. Constraints in Rural Marketing and Strategies to overcome constraints

(15 Lecture)

Unit II : Rural Consumer Behaviour
Consumer buying behaviour models, Factors affecting ConsumerBehaviour, Characteristics of Rural
consumer- Age and Stages of the Life cycle, Occupation and Income,Economic circumstances,
Lifestyle, Personality and Brand Belief, Buying Process

(15 Lecture)

Unit III : Rural Marketing of FMCG
Indian FMCG industry, characteristics of Indian FMCG sector,Challenges in the FMCG industry, Rural
Marketing of FMCG’s: Select case studies Rural Marketing of Consumer durables: Issues related to
consumer durables in the rural market, Rural Marketing of Consumer durables: Select case studiesRural
marketing of financial services

(15 Lecture)

Unit IV : Marketing of Agricultural Produce
Profiling of Indian agricultural produces marketing, challenges in marketing of agricultural produce,
Strategies to promote marketing of agricultural produce Marketing of rural artisan products,
Characteristics of Indian handicrafts industry, marketing strategies for the development of rural artisan
sector.

(15 Lecture)

Unit V : Distribution Strategy
Introduction Accessing Rural Markets, Coverage Status in RuralMarkets, Channels of Distribution,
Evolution of Rural Distribution Systems- Wholesaling, Rural Retail System, Vans, Channels of
Distribution: Haats/Shandies, Public Distribution System, Co-operative Societies, Communication
Strategy: Challenges in Rural Communication, Developing Effective
Communication, Determining Communication Objectives, Designing the Message, Selecting the
Communication Channels. Creating Advertisements for Rural Audiences. Rural Media.

Essential Readings
1. Kashyap Pradeep, Rural Marketing, Pearson Education India, New Delhi
2. Dogra, Rural Marketing- Concepts and Practices, Tata McGraw Hill, New Delhi
3. Mathur, U.C., Rural Marketing- Text and Cases, Excel Books India
4. Singh, Awadhesh Kumar, Rural Marketing- Indian Perspective, New Age International, New Delhi
5. Velayudhan, Sanal Kumar, Rural Marketing- Targeting The Non Urban Consumer, Sage Publications India.