>
COMMUNICATION STRATEGIES FOR RURAL MARKETS
<
CHAPTER 9
201
in rural Punjab could be in sharp contrast to the profiles of people from similar socio-
economic classes in Bihar. It would be dangerous to design the same communication
programmes for both without understanding the difference between the two.
Probing the environment and behaviour and profiling the target audience can be
done in terms of any of the segmentation parameters identified in Chapter 5. These
could be demographic variables like age, gender, religion, etc., or behavioural and psy-
chographic parameters like buying roles, purchase needs and value propositions, and ...
Get Rural Marketing, 3rd Edition by Pearson now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
