There should be a proper work out of 4a s of marketing mix. This may or may not be direct, but mostly there are middlemen, agencies, government cooperatives etc. The 4a framework derives from a customervalue perspective based on the four distinct roles that customers play in the market. This paper attempts to study the 4 a s of the rural marketing mix as a model to be successful in the rural markets. Rural consumers make tradeoffs to survive, where they simply cannot consume what is not affordable, and where convenience is not as valued as it is by the urban consumers. The traditional marketing mix has centred around the adage of the 4 p s of marketing. The emergence of rural markets as highly untapped potential emphasizes the need to explore them. The rural market environment is very different from the familiar surroundings of the urban market. Trends in acceptability the 4a s of rural markets 9 10. Rural marketing and its importance your article library.
About rural marketing consumer behavior in rural markets 4as of rural marketing affordability, availability, acceptability, awareness phases of rural marketing. Pelton is an awardwinning teacher and researcher in the college of business administration at the university of north texas. The 4a s are affordability, availability,awareness, and acceptability. A course material on sasurie college of engineering. Marketers have to conduct a thorough research before entering the rural markets so that they are able to design the right marketing mix. Oct 21, 2017 building brand is very important for any organisation. Agriculture marketing agencies give you a precise idea about latest news and agriculture marketing products in india. Consider the results of a study conducted by copernicus marketing consulting i that paints a grim picture of marketing performance. The intent of this year s conference was to determine a new way forward that puts humanity, social justice, and a valuesdriven business at the core in the age of a disrupted workplace, said jeanbaptiste. Rural marketing strategies india, agricultural marketing agencies. The 4a framework helps companies create value for customers by identifying exactly what they want and need, as well as by uncovering new wants and needs. For a marketing campaign to succeed, it must achieve high marks on all four a s, using a blend of marketing and non marketing resources. Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants, and also to achieve organizational objectives.
In general, marketing strategy is associated with 4p s. Many farmers would like to improve their output or the quality of their products, but they need a way to sell their produce and increase profits. Rural markets are characterized by the 4 challenges 4a s of rural marketing which correspond to the 4ps of marketing. The 4 as model includes all the elements of the 4 ps model. This paper attempts to study the 4 as of the rural marketing mix as a model to be successful in the rural markets. Coming to the frame work of rural marketing, rural marketing broadly. On the other hand, for the bottom of pyramid cases, the researcher attempts to adopt 4a s such as affordability, awareness, access and availability instead of 4p s. Pdf 4 as the key drivers of rural marketing publishing india. Marketing mix is such an element in rural market which gives the sense to think of marketing activities. The rural markets in india have grown size, range and. Traditional outlookdo not prefer changes diverse socioeconomic backwardness infrastructure facilities physical distribution becomes costly. However, the combination of the 4ps and the 4a s provides a powerful foundation for shaping marketing strategy. Rural market is growing faster than urban, rural marketing results into overall balanced economical and social development.
Rural marketing has become the latest mantra of most corporate. Dec 04, 2008 but, this scenario is slowly changing and importance is given to the need of the rural consumer. Why you need both the 4as and the 4ps for effective. In this report, we highlight topics covered at the event including unconventional uses of data, preparing for the eu s general data protection regulation. To explore and understand rural market is crucial for any marketers today. This is what we will be discussing under rural marketing strategies. Companies like hindustan lever, colgate palmolive, britannia and even multinational companies mncs like pepsi, coca cola, l. The components of the 4a model are a set of conditions that must be fulfilled to achieve succes. Its definition and development perspective article pdf available in international journal of rural management 51. However the 4 as model is customer oriented as to the 4 ps model that is seen from an organizations point of view but cannot be ignored. Marketing insights tony proctor, ma, mphil, phd, dipm, has had ten years experience in the industry and is visiting professor in marketing at the chester business school. The rural marketing refers to the activities undertaken by the marketers to encourage the people, living in rural areas to convert their purchasing power into an effective demand for the goods and services and making these available in the rural areas, with the intention to improve their standard of living and achieving the company s objective, as a whole.
Apr 19, 2015 4192015 institute of agri business management, bikaner 5 rural market comprises 70% of the countrys population, 41% of its middle class, 58% of its disposable income and a large consuming class around 700 million people, or 70% of indias population, live in near about 6,38,000 villages in rural areas 90% of the rural population is. Strategies to overcome challenges of affordability design an offering that is affordable by rural people keeping their disposable income in mind sachet revolution. The 4a s of marketing represents a long overdue, truly novel framework for thinking about marketing decisionmaking. Also, the assumption of urban marketers that the rural consumer is no different from his urban counterpart is a mistake that has led to many a failure in rural marketing. The 4 as of rural marketing mix indian journal of marketing. Market chain showing actors, functions and services 14. Marketing mix of the company is the main component to reach the customers. Like the 4p s, the 4a model is not a comprehensive model of the marketing function. It is a process where a rural producer sells his products in urban market.
As the rural marketing is a two way process, this article attempts to highlight issues and challenges associated with the rural marketing strategies. Nandini btech, mba, jntuhceh abstract rural markets have become integral part of global market. Rural marketing represented the emergent distinct activity of attracting and serving rural markets to fulfil the needs and wants of persons, households and occupations of rural people. The major premise of the paper is that to serve the rural markets, marketers need to plan and implement the 4 as of marketing mix. Strategies to overcome challenges of acceptability overcoming risk averseness robust after sale service resale value improves psychological acceptability the 4a s of rural markets 8 9. Rural marketing companies provide news of agriculture in india. This paper deals with the rural marketing challenge of availability with special focus on a major rural. Any university student can download given mba rural marketing notes and study material or you can buy mba 4th sem strategic management books at amazon also. In fact, rural markets have unlocked new fronts for the modern marketers. This website uses cookies to ensure you get the best experience on our website. The major components of the 4a framework are acceptability, affordability, accessibility, and awareness, and each of these elements has two dimensions. Pdf rural markets in india has acquired a major role in the growth of our. Taken together, these attributes are called the 4a s.
But, this scenario is slowly changing and importance is given to the need of the rural consumer. Conceptual framework for designing a rural distribution. Let us now discuss these four components of the marketing mix concerning the product being introduced in the rural market. It is a need satisfying entity to a rural consumer.
Chapter 1 introduction of rural marketing marketing is the business activity that explores unfulfilled needs and wants, defines and measures their magnitude, determines which target market can be best and optimally served, decides on the basis of appropriate products, pricing, promotion and distribution. However, the combination of the 4p s and the 4a s provides a powerful foundation for shaping marketing strategy. Despite its popularity and longevity, the 4p s model has been criticized for a variety of reasons. Thus, indian rural markets have caught the attention of many companies, advertisers. The rural market in indian economy can be classified under two broad categories. The 4p s model of the marketing mix was introduced in the 1960 s, and it quickly became a bedrock concept of modern marketing. Age and stages of the life cycle the purchase of products and services and their forms and nature is influenced by age and lifecycle stages of the consumer. Recent innovations in rural marketing linkedin slideshare. Pdf strategies for marketing to the rural customer in india. Flow chart of key stages in the participatory agroenterprise development approach 6.
This paper deals with the rural marketing challenge of availability. Keesha jeanbaptiste, 4as svp, talent, engagement and inclusion, welcomed the 250plus attendees to the twoday event. Mr carlo donati, chairman and managingdirector, nestle, while admitting that his company s product portfolio is essentially designed for urban consumers, cautions companies from plunging headlong into the rural market as capturing rural consumers can be expensive. The rural markets are growing at above two times faster pace than urban markets. A market facilitators guide to participatory agroenterprise development. It is meant to create interest in business management students to get into the rural marketing mind set for bringing the desired organizational focus on the subject.
As a result of the above analysis, we are in a position to define rural marketing rural marketing can be seen as a function which manages all those activities. Using the ansoff matrix for risk assessment 21 4a and 4b. H ow to s ucceed in m arketing among all the business disciplines, marketing routinely experiences and accepts the highest rates of failure. The book rural and agriculture marketing has been written looking into the needs of the students pursuing their management degrees. There are obviously many specific marketing issues that neither the 4ps nor the 4a s address. Rural markets offer great scope for concentrated marketing effort because of the recent increase in the rural per capita incomes and the likelihood that incomes will increase faster because of better production and higher prices for agricultural products. The rural marketing refers to the activities undertaken by the marketers to encourage the people, living in rural areas to convert their purchasing power into an effective demand for the goods and services and making these available in the rural areas, with the intention to improve their standard of living and achieving the companys objective, as a whole. Introduction of rural marketing marketing can be defined as the process of identifying, anticipating and knowing customer needs, and organizing all the resources of the company to satisfy them. Discuss notes on rural marketing within the marketing management forums. Availability india is home to more than 6,27,000 villages and. Some facts about rural sector there are 42,000 rural supermarkets haats in india that exceed the total number of retail chain stores in the united states 35,000 of the 20 lakh bsnl mobile phone connections, 50 percent are in small towns and villages of the six lakh odd villages in the entire country, 5. It becomes even harder when communication with an rural audience. Like the 4ps, the 4a model is not a comprehensive model of the marketing function.
Rural marketing environment, organisation and functions of agricultural marketing, marketing of consumer durables and nondurables, attitudes and beliefs of rural markets structure, marketing of agricultural inputs, agricultural marketing, classification of products and economic development, role of warehousing, processing of select. When we talk about 4 p s of marketing mix of a product, the first thing that strikes us is the combination of product, price, place and promotion. Why you need both the 4a s and the 4p s for effective marketing. Features large and scattered market over 63 crore consumers from 5,70,000 villages major income from agriculture low standard of living low literacy, low per capita income, social backwardness, low savings, etc. The 4 a s model includes all the elements of the 4 p s model. Rural marketing in india has still a long way to go, rural marketers have to understand the fact that rural marketing in india has a tremendous potential in our country. He also contributes to several postgraduate masters and doctoral level programmes in management and business at. The 4as of marketing represents a long overdue, truly novel framework for thinking about marketing decisionmaking. Below is a brief explanation of the 4 as of rural marketing. Despite decades of exhortations that companies adopt a more customercentric stance, the decidedly companycentric 4p s paradigm has endured. Mbah4010 rural marketing 1 rural marketing rural marketing is real marketing the predominantly rural character of india s national economy is reflected in the very high proportion of its population living in rural area s.
The main components of a better product are discussed below. Product with availability price with affordability place with accessibility. Other 4as sites 2020 american association of advertising agencies. One of the most wellknown concepts in marketing is. However the 4 a s model is customer oriented as to the 4 p s model that is seen from an organization s. They were year rural population in 1901 89 per cent in 1951 83 percent in 1971 80 percent in 1981 76 per cent in 1991 74 per cent. As there is heterogeneous lifestyles and geographically diverted market so the company should design or modify the mix depending upon the customer needs.
From the above steps the company can easily identify. Attractions comprise natural attractions landscape, seascape, beaches, and climate, built attractions historic and or new townscape as in. More than 250 marketing professionals gathered at the 4a s 5th annual data summit, a oneday event that brought together leaders from brands, agencies, media outlets and data firms. In the 4a s of marketing, professors sheth and sisodia creatively convert the 4ps to. Sep 03, 2017 about rural marketing consumer behavior in rural markets 4as of rural marketing affordability, availability, acceptability, awareness phases of rural marketing project shakti bicycle entrepreneur. Despite decades of exhortations that companies adopt a more customercentric stance, the decidedly companycentric 4ps paradigm has endured. The 4as are affordability, availability,awareness, and acceptability. Hence it is important to understand the 4ps along with 4 as of rural marketing with respect to a rural consumer. Strategies for marketing to the rural customer in india.
Rural markets are characterized by the 4 challenges 4a s of rural marketing which correspond to the 4p s of marketing. Rural marketing implies applying marketing theory and directing marketing efforts to create and satisfy needs and wants of rural market customers. However, rural markets and rural marketing have special features as compared to urban markets. In addition, it also includes the marketing in the rural areas. Pdf the 4 as of rural marketing mix iexplore international. Dr pelton s principal research interests include marketing channels, relationship marketing and international distribution. These elements within the destination s tourism product environment, independently andor integrated form, succour as the principal motivation for tourists. This 4a model is similar to the 4p model of marketing mix, the difference it shows is main streamline and rural market. Increase the disposable income of rural customers inclusive marketing. In the 4as of marketing, professors sheth and sisodia creatively convert the 4p s to. For effective marketing, you need both the 4as and the 4ps. There are obviously many specific marketing issues that neither the 4p s nor the 4a s address.
565 275 779 651 1527 1361 1557 1047 889 1011 1240 1132 13 1137 28 241 1003 1194 603 1037 777 518 1422 1119 1512 405 591 577 88 440 1366 1323 1161 415 306 652 182 54 695 60 61 852 1349 738 1110 1472 597