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SEGMENTING AND TARGETING RURAL MARKETS
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CHAPTER 5
93
with the size (population) of the village due to a variation in the level of infrastruc-
tural and economic development. So far, most companies have targeted villages with
a population of more than 2,000, which have better infrastructural facilities and high
purchasing power. What marketers need to do is to segment the village markets on
the basis of development indicators relevant to the product category, and target them
accordingly.
Climate
Climatic conditions also play a significant role in the consumption of spe-
cific products (agro-based technology companies segment India ...
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