Rural Marketing: 
   Rural marketing refers to the activities 
    undertaken by the marketers to 
    encourage people living in rural areas, 
    to convert their purchasing power into 
    an effective demand for the goods and 
    services and making this available in 
    the rural areas, with the intention to 
    improve their standard of living and 
    achieving the company’s objective.
     Features:
     
      Large and scattered population:
         More than 70% of India’s population lives in rural areas. 
      The rate of increase in rural population is also greater 
      than that of urban population. The rural population is 
      scattered in over lakhs of villages. Nearly, three-fourth 
      (3/4 th) of the country’s consumers are in rural markets.
     
      Higher purchasing capacity :
         Purchasing power of the rural people is on a rise. 
      Marketers have realized the potential of rural markets 
      and are expanding their operations in rural India.
     
      Heterogeneous:
     The rural market in India is not only scattered, but is also 
      diverse and heterogeneous. Rural consumers are diverse 
      in terms of religion, social, culture and in language 
      factors.
   
    Low standard of living :
   The standard of living of rural areas is low and rural consumers 
    have diverse socio-economic backwardness. A consumer in a 
    village area has a low standard of living because of low 
    literacy, low per Capita income and low savings.
   
     Development of Infrastructure :
   There is development of infrastructure facilities such as 
    construction of roads and transportation, communication 
    network, rural electrification and public service projects in 
    rural India, which has increased the scope of rural marketing.
   
    Low exposure :
   There is also exposure to market in rural areas. Low product 
    exposure, low exposure to branded products, limited sources 
    of information, less  retail outlets, low market reach etc… 
    create a big challenge to marketers to stimulate the rural 
    consumers. 
   
    Buying in less quantity: 
   Generally, rural consumers buy loose i.e in small quantities on 
    account of their low percapita income and limited storing capacity. 
   
     Traditional bound: 
    Rural consumers are tradition bound, region, culture and tradition 
    influences their consumption habits. They do not prefer changes. 
   
    Marketing Mix:
   The urban products cannot be dumped on rural population. 
    Separate set of products need to be designed for rural consumers 
    to suit the rural demands. The marketing mix elements are to be 
    adjusted according to the requirements of the rural consumers.
   
     Seasonal and irregular:
   The rural market in India is seasonal and irregular. The 
    predominance of agriculture in the income pattern of the rural 
    people and the relatively greater influence of marriages and 
    festivals on the purchase pattern of the villagers are the main 
    reasons for seasonal character of the rural market. 
    Causes for the changes in the volume and patterns of 
     rural consumption:
    
     Rural communication :
    Internet and mobile have played the most important role for the 
     growth of rural markets. Broad band services are easily 
     available in rural area. These facilities have opened the doors 
     for companies to use latest technologies for brand promotion.
    
     Socio economic charges :
    The change in lifestyle and economic status is one of the most 
     important factors that have driven the rural sector towards 
     improvement. The source of information and awareness of the 
     rural people have changed their habits, tastes and 
     preferences.
    
     Literacy level :
    This is the major factor for the improvements of rural sector i.e. 
     increase in literacy level of the rural people. There is huge 
     improvement in the sources of information and education.