Characteristics of rural marketing

1. Large in Size

Numbers of villages in India are 638596 in total. Size of villages as per population varies. From view point of marketer it is matter to formulate strategy which villages to cater. Villages having small population or large population scale.

2. Scattered Seasonal

The product distribution takes place in rural area is on season. The backbone of rural economy is based on agriculture and Indian agriculture is seasonal due paucity of irrigation facilities. The situation of irrigation is improving but still agriculture in India is seasonal. During season consumption of agricultural products is at apex and when farmers receive realization of their farm products demand for consumable goods is recorded. Rural people prefer to purchase products on festivals.

3. Irregular Demand

Rural economy is primarily agricultural based economy hence demand for agricultural inputs and demand for consumer products especially consumer durable products is recorded in season. Moreover agriculture in India is blessed by monsoon. Agricultural yield is based on monsoon and it has impact on all economic decisions of agriculturist.

4. Backwardness

The standard of living, and economic indicators like per capital income of rural people is not comparable with urban people. 30 percent of gross domestic product is generated in rural areas and it is shared by 72 percent of people. Due of division of land farmers owned small piece of land hence distribution of income in agriculture is low per farmer. Rate literacy is low in rural area as compare to urban. Though agricultural field is technological developed due to small land holding having modern technology is not affordable to farmers. Due to undeveloped people the markets are also undeveloped. The rural people are characteristic by following age old customs and traditions.

As far as infrastructural developments are concern radio is considered as medium of mass communication, many villages are deprived from road, rail, water, and telephone and electricity connectivity. Various reforms have been proposed by central government to take urban facilities to rural area and

bring rural economy into main stream-economy.

5. Low Exposure to Modern World

Due to less literacy, absence of adoption of agricultural technological development, absence of media, transport connectivity, less proximity to developed taluka or district place hinders exposure to modern world.