Rural Marketing, 3rd Edition by Pearson

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RURAL MARKETING

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Consumer

Characteristics

R2, R3, R4 sections

of rural society

Internet

Lower literacy levels, very cost conscious

farmers, shopkeepers, and labourers

Concerned about product quality, but lack sophis-

tication and technical knowledge

Susceptible to retailer push/influence

High involvement purchase

Purchase usually happens from feeder towns

Table 1

Consumers of GC sheets

The Tata team had identified an opportunity to differentiate and establish their

brand by focusing on delivering more value to their target consumers. This was

based on brand differentiation on some major consumer concerns and needs, ...