Rural vs. urban marketing
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The document compares rural and urban marketing in India, noting key differences in their philosophies, buyer motivations, marketing objectives, mix, research methods, technologies used, and development strategies. Rural marketing focuses on inclusive growth and uses simple research methods, while urban marketing emphasizes fashion, lifestyle, and sophisticated research. The marketing mix also differs, with rural using the basic 4 P's and urban utilizing an expanded 7 P's approach.
Rural vs. urban marketing
- 1. Rural Vs. Urban Marketing Vijyata Assistant Professor Ranchi Women’s College
- 2. Difference Sl.No Basis Rural Marketing Urban Marketing 1. Philosophy Development oriented with inclusive growth concept Innovative , Integrated and relationship oriented 2. Buyer’s buying motives Buyers looks for quality products that offer value of money Buyer looks for fashion, style , novelty and quality 3. Marketing Objectives Sustainable development of rural market, profitability and image building Sustainable, market share, increased customers’ satisfaction , profitability and brand image
- 3. Sl.No Basis Rural Marketing Urban Marketing 4. Marketing Mix 4 P’s marketing mix is needed to meet the customer’s current and future expectations 7 P’s marketing mix is needed to meet the customer’s current and future expectation 5. Market Segmentation Demographic and geographic basis are helpful Psychographic (lifestyle, personality, culture etc. ) and usage based basis 6. Marketing Research Need simple , interactive methods like; discussions, interviews and observations etc are helpful Sophisticated marketing research methods, internet , television channels and mobile SMS etc, are being used Difference
- 4. Sl.No Basis Rural Marketing Urban Marketing 7. Technology Primarily appropriate technologies for rural innovations which overcome the rural problems such as : shortage of transport , poor dissembling water facility , power failures etc. Latest technology to create luxurious products, convenience products and services to simplify home and work life. Also aiming at health , recreational and entertainment services. 8. Development Strategy Partnering with government agencies , NGOs and private organisations Limited to corporate social Responsibility centres (philanthropy to cause marketing ) Difference
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