MS-611 : RURAL MARKETING |
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BLOCK |
UNIT NOs. |
UNIT TITLE |
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I |
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RURAL MARKETS – AN OVERVIEW |
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1
2 |
Rural Markets in India
Understanding Rural Environment |
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II |
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UNDERSTANDING THE RURAL CONSUMER |
3
4
5 |
Differential Aspects of Buying Behaviour,
Major influential, Buyer Behaviour,
Reference Groups
Trends in Consumer Behaviour
Rural Marketing Research |
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III |
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PRODUCT AND PRICING DECISIONS FOR THE RURAL MARKETS |
6
7 |
Product Development, Product adoption process, product modification decision – including package decision, branding decisions
Product Augmentation for the rural market, pricing decision |
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IV |
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MANAGING THE PROMOTION |
8
9
10 |
Understanding Rural Media (Traditional Media and Current Opportunities)
Message Design & Development for Rural Market
Rural Promotion Effort Building Relationship, Diversity of Rural Promotion event |
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V |
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ACCESSING RURAL MARKETS |
11
12
13 |
Physical Infrastructure, Institutions,
Dynamics of Distribution process
Participants in the rural distribution process, type of intermediaries, behavioural
dimensions
Physical Distribution Processes |
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VI |
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UNDERSTANDING RURAL MARKETING PROCESS – CASE STUDIES |
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