Rural Marketing Meaning

As highlighted by several studies, buying behaviors and decisions of modern consumers are impacted by several demographic factors or characteristics. As a key demographic factor, physical locations impact consumers’ needs, preferences, and expectations directly. Hence, marketing strategists divide consumers into two primary groups – rural and urban – while categorizing or segmenting existing and potential customers. They promote and market products/services in villages and hamlets by planning and running rural marketing campaigns. Also, they customize the rural marketing mix by adding extra components or elements. While discussing rural marketing meaning, we should focus on important rural marketing features and essential rural marketing mix components. Also, we must consider what makes rural marketing different from urban marketing.

Rural Marketing Meaning

According to Wikipedia, “Rural marketing is the process of developing, pricing, promoting and distributing rural specific products and services leading to consumer satisfaction and achievement of organizational objectives. It aims to improve the standard of living of rural consumers by providing them greater awareness and accessibility to new products and services.”

Major brands capture rural market share by developing and pricing products according to the needs and preferences of consumers living in non-urban areas. Also, they generate demand for the product/service in rural markets by implementing distribution and marketing strategies. Hence, rural marketing focuses on making a new product/service accessible to non-urban consumers and making them aware of the product/service.

Rural Marketing Features

Rural consumers differ from urban consumers primarily in the category of demographics. While strategizing rural marketing campaigns, strategists focus on distinct demographic factors like income levels, literacy level, cultural elements, price consciousness, and technology exposure. The demographic factors make them consider the distinct features or characteristics of rural marketing.

Diversity

Unlike urban markets, rural markets are highly diverse. While planning rural marketing campaigns, strategists target consumers living across villages and hamlets. Also, they have to consider inventory, transportation, and promotion costs for rural markets individually.

Disposable Income

Government schemes and initiatives have created many new employment opportunities in rural areas. However, a significant percentage of rural consumers still earn income and generate revenue from agricultural activities. Hence, the disposable income of rural consumers increases or decreases based on agricultural output.

Seasonal Demand

Agricultural income makes the demand for specific products or services seasonal in rural markets. For instance, rural consumers purchase seeds, fertilizers, and other agricultural products before the harvest sowing and harvesting season. Likewise, they buy new dresses and accessories during popular festivals. Hence, seasonal factors influence rural consumer behavior directly in many markets.

Price Sensitivity

Their seasonal and low income makes rural consumers more price-sensitive than urban consumers. While strategizing rural marketing initiatives, strategists focus on making products offer value for money. They further keep products affordable in rural markets by supporting differential pricing. Many companies address the price sensitivity by supplying mini-sized products.

Traditional Outlook

In many countries, rural consumers still value age-old customs and traditions. The traditional outlook impacts consumer behavior and demand for new products. While creating content and messaging for rural marketing, strategists respect local traditions and customers. At the same time, they generate demand for products by influencing rural consumers to embrace changes.

Native Language

Digital devices contribute hugely towards popularizing English in rural areas. However, a large percentage of rural consumers still consume content in native languages. While creating rural marketing content, strategists focus on communicating with consumers in native languages. In addition, they run localized rural marketing campaigns by distributing content in multiple languages.

Spurious Brands

The absence of popular brands creates opportunities for local manufacturers to flood rural markets with fake merchandise. Many rural consumers prefer spurious brands due to lower prices. While making rural marketing plans, strategists focus on making consumers prefer original merchandise to spurious brands. Also, they generate demand for real brands by enhancing availability, accessibility, and awareness.

Infrastructural Constraints

Often companies find it challenging to make their products available in rural markets due to the absence of roads, electricity, and communication networks. They have to focus on overcoming infrastructural constraints while planning rural marketing campaigns. However, the rapid infrastructure development in recent years has made it easier for companies to penetrate rural markets.

Rural Marketing Mix Components

Strategists consider the 4 Ps – product, price, place, and promotion – while making urban and rural marketing mixes. However, they customize the rural marketing mix by considering the 4 As – availability, affordability, acceptability, and awareness. We can understand the rural marketing mix by discussing these additional components or elements.

Availability

Poor infrastructure makes it challenging for companies to supply products to villages and hamlets regularly. The unavailability often makes rural consumers opt for substitute products. Companies ensure product availability by building robust distribution and transportation systems. In addition to setting up offices in rural areas, they create hubs by partnering with large and small distributors.

Affordability

In many regions, rural income is seasonal. The seasonal income makes rural consumers more price-sensitive than urban consumers. When launching a product or service in rural markets, strategists focus on reducing the price without sacrificing quality. Leading brands generate demand in rural markets by adopting differential pricing. At the same time, many brands customize products or services for rural markets according to consumers’ needs and budgets.

Acceptability

Local traditions and customs usually determine the choices and preferences of rural consumers. Also, rural consumers avoid products that are not user-friendly. Leading brands gain acceptability by customizing their products for targeted rural markets. In addition to focusing on user-friendliness, they customize products according to the personal, social, and cultural preferences of rural consumers.

Awareness

Digital devices and channels make it easier for companies to inform rural consumers about a new product or service. However, rural consumers are less tech-savvy than urban consumers. Companies still create brand awareness and promote products using conventional media, local events, and word-of-mouth marketing. The integration of traditional and digital marketing channels helps them educate rural consumers about the product’s features, usages, and benefits.

Rural Marketing Meaning: Conclusion

When discussing rural marketing meaning, we must remember the impact of digital devices and channels on consumers living in non-urban areas. In addition to bridging the gap between rural and urban areas, digital technologies connect rural consumers to urban consumers socially. Rapid digitalization will continue to change the features or characteristics of rural marketing consistently. Also, strategists consider digital marketing channels while making a rural marketing mix.