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SEGMENTING AND TARGETING RURAL MARKETS
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CHAPTER 5
95
two variables have been used to segment rural consumers into four socio-economic
groups—R1, R2, R3, and R4 (See Chapter 3 for more details on this.) This kind of seg-
mentation is widely accepted. Income and occupation are not used as the bases for
segmentation in this classification because they are not well defined and distinctive
among rural people. In urban India, it is occupation and education that form the bases
for defining social classes such as SEC A, B, and C.
Religion and Caste
Religion and caste play an important role in influencing
the social, economic, political, ...
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