The District Panchayat shall finalise the list through a consultative process involving lower level Panchayati institutions and elected representatives see Para 6. Step 4 Decide the type of intervention required based on the PCI. This implies a decision whether the roads leading to the market centre require Upgradation or Surface Renewal or Routine Maintenance. These eligible new links would be the subsidiary link routes.
There are states like U. P, Bihar, Rajasthan and Orissa where rural population varies form 80 to 90 per cent. The general impression is that the rural markets have potential only for agricultural inputs like seeds, fertilizers and pesticides, cattle feed and agricultural machinery.
Infact it has been estimated that the rural markets are growing at fives times the rate of urban markets. At the same time the sales of colour television, washing machines, refrigerators, shampoos, face cream, mosquito repellent and tooth paste are very low and there is tremendous potential for such products in rural markets While rural markets offer big attractions to the marketers, it is not easy to enter the market and take a sizeable share of the market within a short period.
This is due to low literacy, low income, seasonal demand and problems with regards to transportation, communication and distribution channel. Further there are different groups based on religion, caste, education, income and age.
There is a need to understand the rural markets in terms of buyer behaviour, attitudes, beliefs and aspirations of people. While the population went from 55 crores to 85 croresthe rural-urban proportion have remained more or less the same as in P, Bihar, Rajasthan and Orissa where rural population varies from 80 to 90 percent.
Therefore a large population gives an opportunity for marketing a variety of goods and services. However income and purchasing power play a major role in determining the demand in rural areas. Agriculture and related activities continue to be the main occupation for majority of the rural population.
It is evident that rural prosperity depends upon growth and development of agriculture. Literacy is one of the important factors in developing awareness and knowledge about technological changes.
As many as 16 major languages are spoken adding to the complexities in rural communication. Low income, low purchasing power, overall social and economic backwardness lead to low standard of living.
In general a rural consumer spends less on non-food items. The media reach in rural household is low. Therefore the marketer has to consider rural specific promotion media and methods to reach the villagers.
The Indian Express dated Most of the roads are kachha and become unusable during rainy season.
Many farmers use bullock cart for transporting their produce from village to the market. This means of transport is time consuming. The main objective is to provide electricity for agricultural operations and for small industries in rural areas.
Medical facilities are quite inadequate and the villagers have to travel long distances for getting medical treatment.
Village nearer to towns has elements of the urban life. Interior villages are more traditional. Companies to suit the specific requirements of rural communication are using a variety of such media effectively and some of the more important media and methods are given below.
Rural people prefer face-to-face communication and farm visits facilitate two-way communication. The advantage is that the sales person can understand the needs and wants of the rural customer by directly discussing with him and answer his queries on products and services.Lewis & Clark Regional water system.
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WEBINAR: Reducing Rural Opioid Overdoses: Lessons Learned from the Rural Opioid Overdose Reversal Grant Program () Webinar Recording; Project Renew ROOR Webinar Slides. A project report on rural marketing 1. Marketing strategies redefined “ go rural “ INTRODUCTION TO RURAL MARKET GONE ARE the days when a rural consumer went to a nearby city to buy branded products and services.
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