Motivating the Rural Consumer
What works in the urban market may not in the rural areas that are with respect to marketing.
Pesticide used by the farmers are same or similar to what are used in urban households but have
to be packed or packaged and distributed differently due to the differentiation in usage. Also
pricing becomes a factor here. Similarly water is the universal commodity i.e. either piped or
bottled for the urban consumer and canalled or irrigated for the rural farmer. Therefore the
marketer must bring the right product to suit the needs of the rural consumer. In this connection
the following can be considered motivating.
1. Packaging: Unlike the Eg., given earlier the rural consumer prefers smaller packages this is
The rural consumer buys in low quantity due to low purchasing power.
Secondly the rural consumer may be trying out the product and doesn’t like to be saddled
by the larger quantities.
While designing the packages, the color, design and quality of the pack is of great
importance. The rural consumer may prefer a pack with either dark or bright or both dark and
bright colors in a contrasting combination. He may also prefer packs that have fancied
designs. As far as the quality of the pack is concerned he may not mind medicour packaging
and even no packaging if this results in lower prices.
2. Product Quality: It is of utmost im