Rural Marketing Observations at Pargaon Khandala in Maharashtra

In: Business and Management

Submitted By stuti86
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UNDERSTANDING RURAL DISTRIBUTION

A study about the sales and distribution network in rural India

SALES AND DISTRIBUTION
4th October, 2009

Group BH
Aseem Rastogi – 32235 Stuti Sinha – 32296 Aditi Uppal – 32301 Pratik Kamble – 32303 Sakshi Arora – 32304 Saurabh Ghosh - 32305

Understanding Rural Distribution 2009

TABLE OF CONTENTS
EXECUTIVE SUMMARY

3 4 5 8

INTRODUCTION

INTERVIEWS CONDUCTED

VISIT TO KIRANA STORES

PRODUCT AVAILABILITY AT KIRANA STORES

9 13 14

ROLE OF MEDIA AND OPINION LEADERS

CONCLUSION

2

Understanding Rural Distribution 2009 EXECUTIVE SUMMARY:
The rural population in India is large and accounts for about 75% of the total population, which accounts for about 700 million people. Rural markets obviously also generate a great part of the country's income. Rural markets are growing more rapidly than urban markets. In fact for many products, the rural market accounts for almost as much as 70% of the national demand. Some of the important features or characteristics of Rural Marketing in India Economy are being listed below OPPORTUNITIES
• • • • • •

Employment in rural areas is getting better which has increased the disposable income for the average rural household. This leads to demand of products The demand burst in the rural market is also attributed to the fact that it has not been exploited and there is a lot of untapped potential in it These markets are large and also very diverse and therefore the opportunities are varied and many Larger population => Larger consumer base => Maximum Opportunity
Additionally, the rural economy has not been impacted by the global economic slowdown, according to a recent study by the Rural Marketing Association of India (RMAI) According to a McKinsey survey conducted in 2007, the rural India market would grow almost four times from its existing size in 2007, which was…...

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