Rural Marketing, 3rd Edition by Pearson

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RURAL MARKETING

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incomes in urban areas, as the cost of living in rural areas is far less. In rural areas,

almost all own their homes, so there is no rent to be paid. Some food may be grown,

saving on household expenditure. Primary healthcare and education are subsidized or

even free. As a result, the level of disposable income could be significant for a marketer.

Other growth factors have also contributed. Eight good monsoons and a two-fold increase

in the support price of food grains in the last decade have contributed to improving agricul-

ture prosperity as well as to a INR 720 billion loan waiver, which benefited 40 to 45 ...