Motivating Rural Consumer

What works in the urban market may not in the rural areas that are with respect to marketing. Pesticide used by the farmers are same or similar to what are used in urban households but have to be packed or packaged and distributed differently due to the differentiation in usage. Also pricing becomes a factor here. Similarly water is the universal commodity i.e. either piped or bottled for the urban consumer and canalled or irrigated for the rural farmer. Therefore the marketer must bring the right product to suit the needs of the rural consumer. In this connection the following can be considered motivating.

1. Packaging

Rural consumer prefers smaller packages this is because:

  • The rural consumer buys in low quantity due to low purchasing power.
  • Secondly the rural consumer may be trying out the product and doesn’t like to be saddled by the larger quantities.

While designing the packages, the color, design and quality of the pack is of great importance. The rural consumer may prefer a pack with either dark or bright or both dark and bright colors in a contrasting combination. He may also prefer packs that have fancied designs. As far as the quality of the pack is concerned he may not mind medicour packaging and even no packaging if this results in lower prices.

2. Product Quality

It is of utmost importance. The dimensions of the quality that are to be considered are durability, features and serviceability in that order. In no way, the marketer must ever even think of sacrificing quality or manipulating its winning combination dimensions. This is because the fragile rural consumer may loose faith in the product and may either resort to alternative brands or traditional products. The new product should not only excite him but also satisfy him.

3. Pricing

The product pricing must be reasonable and must depend upon the quality of the product. Distributing to various rural areas is very expensive. However the cost of this should not be transferred under any circumstances on to the rural buyer. It should be noted here that the rural consumer is highly price sensitive and competition is not between competitors but with the fact of “no-use”.

4. Branding

The rural consumer prefers to buy nationally advertised brands as compared to local brands. They consider or perceive powerful national brands to have more value than locally available brands. Naming a particular brand is an important activity. Brand names should be such that the rural consumers don’t find it difficult to pronounce and remember. Short, sweet and simple brand names can work wonders with the rural market. At times marketers will try to experiment with brand names that have local connections.


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