Tribhuvan University
Faculty of Management
Office of the Dean
Bachelor of Business Management (BBM)
Course Description
:The course includes the concept and nature of rural marketing, rural marketing environment, consumer behavior, segmenting, targeting and positioning rural markets, product strategy, pricing strategy, distribution in rural markets, and communication strategies for rural markets
Course Objective
:This course aims to provide an overview of rural markets and emerging perspectives of rural marketing, thus imparting managerial initiatives and relevant frameworks used by business managers for rural markets. Course Description The course includes the concept and nature of rural marketing, rural marketing environment, consumer behavior, segmenting, targeting and positioning rural markets, product strategy, pricing strategy, distribution in rural markets, and communication strategies for rural markets
Course Contents:
Lecture hours show the approximate classroom time allocated to each unit.
Unit 1. Introduction
- Concept and nature of rural marketing. Rural versus urban marketing. Rural myths. Four A’s of rural marketing: affordability, availability, awareness, and acceptability.
Unit 2. Rural Marketing Environment and Consumer Behavior
- Demographic, socio-cultural, economic, political, technological, physical environment in rural context. Characteristics of rural consumer. Factors influencing rural buying. Buying decision process. Buying behavior patterns.
Unit 3. Segmenting, Targeting, and Positioning Rural Markets
- Segmentation: Heterogeneity in rural markets, prerequisites for effective segmentation degrees of segmentation, bases for segmenting rural consumer markets. Targeting:
- Evaluation of segments, selection of segments, coverage of segments, choosing a coverage strategy. Positioning: Identifying, selecting, developing, and communicating the positioning concept.
Unit 4. Product Strategy
- The product concept. Levels of product. Rural product classification: FMCGs, Durables, Services, Agricultural products. Product decisions and strategies: Individual product decisions, product line and mix decisions, and product lifecycle strategies. Building brands in rural markets, Packaging for rural markets:
Unit 5. Pricing Strategy
- Pricing in the rural market. Setting the price for rural products and services: internal and external factors. Price setting strategies: market entry strategies, product mix pricing strategies, price adjustment strategies, and rural-specific pricing strategies.
Unit 6. Distribution in Rural Markets
- Distribution channels:, channel dynamics, rural channel members. traditional retail, and the emergence of modern retail in rural areas. Channel behavior in rural areas.
- Distribution models in rural markets: The distribution models for FMCGs, distribution model for durables. Rural logistics
Unit 7. Communication Strategies for Rural Markets
- Challenges in rural communication. The communication process. Developing effective rural communication. Creating advertisements for rural audiences. Rural media. Sales promotion, events, and experiences.
- Addendum: At least one case will be administered at the end of each chapter. The student will also complete project work and a few other assignments as specified by the faculty member.
Suggested Readings:
Kashyap, P. Rural Marketing. Delhi: Pearson. Krishnamacharyulu, C. S., & Ramakrishnan, L. Rual Marketing: Text and Cases. Delhi: Pearson.