Characteristics of Rural Marketing
Rural Marketing | Principles of Marketing
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Rural Marketing is an emerging marketing concept that manages the series of activities related to the purchasing power of rural consumers into demand for specific products and services.
- Large population: As per the latest census, rural population constitutes about 83% of Nepalese population. This large population is a big market to find the target customer.
- Diverse and heterogeneous market: Rural market is incredibly diverse and heterogeneous. This diversity provides a market for all kind of products and services.
- Socio-economic pattern: Majority of Nepalese rural population have low per capita income and low purchasing power.
- Literacy level: It is estimated that rural Nepal has a literacy level of 38% as compared to 64% in the urban areas.
- The standard of living: Low per capita income, low purchasing power, low literacy level and overall of social and economic backwardness have lead to a low standard of living rural areas.
- Cost: Rural marketing is not that expensive when the cost to promote products and services as compared to urban market which runs in millions.