JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objective

To understand the importance of Rural Marketing, Rural Environment, Problems

in Rural Marketing in India and Strategies to be adopted by the corporate.

Learning Outcome

Students will be able to understand: (a) Rural Marketing opportunities (b) Rural

Economy and Environment c) Social and cultural aspects in rural India d) innovations in rural marketing. *****

UNIT - I: Introduction

Meaning - Evolution – Nature and Characteristics of Rural Market –

Understanding the Indian Rural Economy –Rural Marketing Models – Rural Marketing Vs Urban Marketing – Parameters differentiating Urban & Rural Market - Differences in consumer behavior in Rural and Urban market.

UNIT - II: Rural Market Research

Sources of Information- Factors influencing rural consumers

during purchase of products – Rural consumer Life style –Approaches and Tools of Marketing Research - Rural Business Research- Evolution of Rural Marketing Research – Sources and methods of data collection , data collection approaches in rural areas, data collection tools for rural market. Limitation and challenges in rural marketing research, role of rural marketing consulting agencies.

UNIT - III: Rural Marketing Mix

Rural Marketing Mix – Additional Ps in Rural Marketing – 4As of

Rural Marketing Mix – New Product Development for Rural Market – Rural Market Product Life Cycle – Objectives behind new product launch – New Product development process.

UNIT - IV: Rural Market Brand & Channel Management

Brand Loyalty in Rural Market – Regional

Brands Vs National Brands – Channel Management – Indian Rural Retail Market – Rural Retail Channel Management – Strategies of Rural Retail Channel Management.

UNIT - V: Applications and Innovations

Marketing of Consumer products, services, social

marketing, agricultural marketing, rural industry products- Innovation for Rural Market – Marketing Strategies – e-Rural Marketing – Agricultural Co – operative Marketing – Rural Market Mapping – Corporate Social Responsibility – Organized Rural Marketing – IT for Rural Development – e- Governance for Rural India.

Suggested Readings:

• C. S. G. Krishnamacharyulu, Lalitha Ramakrishnan, Rural Marketing: Text and Cases, Pearson Education, 2009.
• Pradeep Kashyap, Rural Marketing, 3e Perason Education, 2016.
• Balram Dogra & Karminder Ghuman, Rural Marketing, TMH, 2009.
• Sanal Kumar Velayudhan, Rural Marketing, 2e Sage publications, 2012.
• T P Gopalaswamy, Rural Marketing, Environment, problems and strategies, 3e Vikas Publications, 2016.