Following are the characteristics of Rural Marketing.
1. Large, diverse and scattered market:-
Rural marketing in India is large, and scattered into a number of regions. There may be less number of shops available to market products.
2. Major income of rural consumers is from agriculture:-
Rural prosperity is tied with agriculture prosperity. In the event of crop failure, the incomes of masses is directly affected.
3. Traditional outlook:-
Villages develop slowly and have a traditional outlook. Change is a continuous process but rural people accept change gradually. This is gradually changing due to literacy especially in the youth who have begun to change the outlook in the villages.
4. Standard of living and rising disposable income of the rural customers:-
It is known that majority of the rural population lives below poverty line and has low literacy rate, low savings etc. Today the rural customers spends money to get value and is aware of the happening around him.
5. Rising literary levels:-
It is documented that approximately 45% of rural Indians are literate. Hence awareness has increase and the formats are well informed about the world around them. They are also educating themselves on the new technology for a better life style.
6. Diverse Socio-economic background:-
Due to differences in geographical areas and uneven land fertility, rural people have different socio economic background, which ultimately affects the rural markets.
7. Infrastructure facilities:-
The infrastructure facilities like warehouses, communications systems and financial facilities (or) inadequate in rural areas physical distribution is a challenge to marketers who has found innovative ways to market their products.
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