● Definition, Scope of Rural Markets, Concepts, Components of Rural Markets, the way ahead
The Evolution of Rural Marketing
● The Rural Economic Environment
● The Rural Economic Structure
● Consumer Buying Behavior Models, Factors affecting Consumer Behavior, Characteristics
of Rural Consumers, Consumer Buying Process, Opinion Leadership Process, Diffusion of
Innovation, Brand Loyalty
● Rural Marketing Research
● Planning the Rural Research, Primary Data Collection, Field Procedures and Rural Realities,
The Rural Research BusinessSegmentation, Degrees of Segmentation, Basis of Segmentation
and Approaches to Rural Segmentation, Targeting, PositioningProduct Concepts and
Classifications, Rural Product Categories,
● New Product Development, Consumer Adoption Process, Product Life CycleRural
Packaging, Branding in Rural India, Product Warranty and After Sales ServiceInternal
Influences, Pricing Objectives, External Influences, Pricing Strategies,
● Market Entry StrategiesAccessing Rural Markets, Channels of Distribution, Evolution of
Rural Distribution Systems, Prevalent Rural Distribution Models, , Emerging Distribution
Models, Ideal Distribution Model for RuralChallenges in Rural Communication,
● A View of the Communication Process, Developing Effective Communication, Rural Media,
The Media Model, Media Innovation, Influence of Consumer Behavior on Communication
Strategies, Taxonomy of Communication Strategies