Rural Marketing PAPER I – SEMESTER V-

Module 1 – Rural Marketing-

Concept — Nature — Scope — Significance of Rural Marketing — Factors contributing to Growth of rural markets — Components and classification of Rural markets — Rural Market VS Urban Market — e.rural marketing.

Module 2 – Agricultural Marketing-

Concept — Nature and Types of Agriculture produce — concept and types of Agricultural Markets — Marketing channels — Methods of Sales — Market functions

Module 3 – Agricultural Marketing Risks-

Marketing agencies — Marketable surplus — Characteristics of Scientific Marketing — Risks involved in marketing — Types of risks — Measures to minimise risks — Contract Marketing (Farmer – Processor linkage) — Distress sales.

Module 4 – Issues in Rural Marketing

Rural Consumer behaviour — features — factors influencing — Lifestyle of rural consumer — FMCG sector in Rural India — concept and classification of consumer goods — Marketing Channels for FMCG — Fast growing FMCG — Marketing of consumer durables — The role of Advertising.

Reference for Rural Marketing Paper I:

1 : Badi R.V. Badi N.V.

2 : Acharya S.S. Agarwal N.L.
Agriculture Marketing in India Oxford & IBH Publishing Company Pvt. Ltd.

3 : Understanding Rural Buyer Behaviour, Jham, IIM – B Management