Rural Marketing, 3rd Edition by Pearson

>

COMMUNICATION STRATEGIES FOR RURAL MARKETS

<

CHAPTER 9

233

•

Technological superiority like RCP, 120 GSM Zinc coating are difficult to com-

prehend, and is to be communicated in simple language and in terms of

utility to consumer.

•

Variations within Hindi as a language of communication.

•

Being a durable product, opinion leaders like mistris (technicians incharge

of placing roofs) play a role because of the rational decision-making

process.

•

Communication needs to focus on demonstration and touch and feel for

greater impact.

Solution (Efforts Made by the Agency)

Phase I (2001–3)

In the first phase, the communication medium ...