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Ranchi University, Jharkhand, General Semester 6, Rural Marketing Syllabus
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Unit - 1 Introduction to Rural Market
Unit 1
Introduction to Rural Market
1.1 Definition Scope of Rural Marketing
1.2 Classification of rural markets
1.3 Rural vs. Urban markets
1.4 Rural Market in India Size Scope
1.5 Emerging Profile of Rural Markets in India
1.6 Problems of rural market
1.7 Constraints in Rural Marketing and Strategies to overcome constraints
Unit 1
Introduction to Rural Market
1.1 Definition Scope of Rural Marketing
1.2 Classification of rural markets
1.3 Rural vs. Urban markets
1.4 Rural Market in India Size Scope
1.5 Emerging Profile of Rural Markets in India
1.6 Problems of rural market
1.7 Constraints in Rural Marketing and Strategies to overcome constraints
Unit - 2 Rural Consumer Behaviour
Unit 2
Rural Consumer Behaviour
2.1 Consumer buying behaviour models
2.2 Factors affecting Consumer Behaviour
2.3 Characteristics of Rural consumer Age and Stages of the Life cycle
2.4 Occupation and Income
2.5 Economic circumstances
2.6 Lifestyle
2.7 Personality and Brand Belief
2.8 Buying Process
Unit 2
Rural Consumer Behaviour
2.1 Consumer buying behaviour models
2.2 Factors affecting Consumer Behaviour
2.3 Characteristics of Rural consumer Age and Stages of the Life cycle
2.4 Occupation and Income
2.5 Economic circumstances
2.6 Lifestyle
2.7 Personality and Brand Belief
2.8 Buying Process
Unit - 3 Rural Marketing of FMCG
Unit 3
Rural Marketing of FMCG
3.1 Indian FMCG industry
3.2 Characteristics of Indian FMCG sector
3.3 Challenges in the FMCG industry
3.4 Rural Marketing of FMCG’s Select case studies Rural Marketing of Consumer durables
3.5 Issues related to consumer durables in the rural market
3.6 Rural Marketing of Consumer durables Select case studies Rural marketing of financial services
Unit 3
Rural Marketing of FMCG
3.1 Indian FMCG industry
3.2 Characteristics of Indian FMCG sector
3.3 Challenges in the FMCG industry
3.4 Rural Marketing of FMCG’s Select case studies Rural Marketing of Consumer durables
3.5 Issues related to consumer durables in the rural market
3.6 Rural Marketing of Consumer durables Select case studies Rural marketing of financial services
Unit - 4 Marketing of Agricultural Produce
Unit 4
Marketing of Agricultural Produce
4.1 Profiling of Indian agricultural produces marketing
4.2 Challenges in marketing of agricultural produce
4.3 Strategies to promote marketing of agricultural produce
4.4 Marketing of rural artisan products
4.5 Characteristics of Indian handicrafts industry
4.6 Marketing strategies for the development of rural artisan sector
Unit 4
Marketing of Agricultural Produce
4.1 Profiling of Indian agricultural produces marketing
4.2 Challenges in marketing of agricultural produce
4.3 Strategies to promote marketing of agricultural produce
4.4 Marketing of rural artisan products
4.5 Characteristics of Indian handicrafts industry
4.6 Marketing strategies for the development of rural artisan sector
Unit - 5 Distribution Strategy
Unit 5
Distribution Strategy
5.1 Introduction Accessing Rural Markets
5.2 Coverage Status in Rural Markets
5.3 Channels of Distribution
5.4 Evolution of Rural Distribution Systems Wholesaling Rural Retail System Vans
5.5 Channels of Distribution HaatsShandies Public Distribution System Cooperative Societies
5.6 Communication Strategy Challenges in Rural Communication
5.7 Developing Effective Communication
5.8 Determining Communication Objectives
5.9 Designing the Message
5.10 Selecting the Communication Channels
5.11 Creating Advertisements for Rural Audiences
5.12 Rural Media
Unit 5
Distribution Strategy
5.1 Introduction Accessing Rural Markets
5.2 Coverage Status in Rural Markets
5.3 Channels of Distribution
5.4 Evolution of Rural Distribution Systems Wholesaling Rural Retail System Vans
5.5 Channels of Distribution HaatsShandies Public Distribution System Cooperative Societies
5.6 Communication Strategy Challenges in Rural Communication
5.7 Developing Effective Communication
5.8 Determining Communication Objectives
5.9 Designing the Message
5.10 Selecting the Communication Channels
5.11 Creating Advertisements for Rural Audiences
5.12 Rural Media
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