RURAL MARKETING - 4

RURAL MARKET :
SEGMENTATION
Segmentation variables

Approaches for segmenting
rural market.
SEGMENTATION VARIABLES
Geographic

Demographic


Psychographic


Product related variables

EFFECTIVE MARKET SEGMENTATION
Measurable

Accessible

Profitable

Data availability

MARKET SEGMENTATION :
BENEFITS
Customer centric philosophy

Marketing programme

Brand positioning
SEGMENTATION APPROACH
Village population- ORG MARG

Class 1 - 5000

Class 2 - 1000- 5000

Class 3 - 1000 and less
LOCATION BASED
Villages near urban centers

Villages in developing districts


Immobile and self sufficient Asiatic villages


FARMLAND SIZE BASED
SOCIOLOGICAL CHARACTERSTICS
BASED
Properties of land
Rich farmers
Marginal farmers
Tenant farmers
Agricultural laborers
Artisans

INCOME BASED
Rural rich consumer
Rural consumer around urban area
Rural consumers above poverty line
Rural consumers below poverty line
Destitute
Aspirants
Climbers
Consumers
Very rich

AGE GROUP BASED
 Pre independence

 Pain of nation building

 Pain of liberalization

 Liberalization children


 Millennium children




DISTRIBUTION & INTERNAL
STRUCTURE BASED
Nuclear

Linear villages

Irregularly clustered villages

Scattered homesteads
Developing : targeted marketing
strategy


Define relevant market


 Analysis of features and wants of

consumers


 Identification of basis for segmentation



 Define and describe market segments




Target marketing …..
 Analyze competitor’s position


 Evaluate market segment


 Select market segment


 Finalize Marketing Mix

Identification & selection : target
markets
Population density
Hetero & homogeneity
Mobility , media availability , cost of access
Communication
Socio cultural, economic development,
infrastructure.
