Dealing with the rural market

IT WAS back to the basics. And the subject that was dealt with was on how to reach out to the rural customer with advertisements.

In this regard, the Krishna College of Engineering and Technology recently conducted a management development programme on `Rural Marketing: The challenges and opportunities'.

Delivering the inaugural address the chief operating officer, ZIP Telecom (Bangalore), Harish Bijoor, said 75 per cent of the Indian population was in rural areas. In this context, there had been a three-fold increase in the purchasing power of the rural folks in the past decade.

An important aspect of marketing goods in the rural zone is to analyse the pattern of spending in the countryside. In other words the rural marketer has to work in close proximity with the customer to succeed in his endeavour.

The second session was held by the CMD of Anugrah Madison Advertising, Rajan, on the means to be adopted to communicate with rural customers.

He spoke on the need to understand the basic characteristics of the rural market like brand loyalty, seasonal income, word of mouth recommendation and perceptions and dealer's influence on the customer. This session was followed by a discussion on the importance and challenges of rural marketing by Ramayanacharyulu of Amrita Institute of Management.

By Vidayshree Amaresh

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