RURAL MARKETING

Hours/Week: 02                                                                                Exam Hours: 03

Total Hours: 40                                                                                 Exam Marks: 400

 

Objectives:                                                                                                    

1. To provide basic knowledge of concepts of Rural Marketing
2. To familiarize students with the working of different markets

 

Paper – I: Market                                                                                                      10 Hours

Meaning – Types – Price Determination – Demand and Supply – Factors Influencing  Demand and Supply – Profit Maximization V/S Sales Maximization.

 

Paper – II: Rural Market                                                                                         10Hours

Definition – Scope – Concepts – Components – Classification – Rural V/S Urban Market

 

Paper – III: Rural Marketing Environment                                                           10 Hours

Population – Occupation Pattern – Demographic Features – Location of Rural Population – Expenditure Pattern – Literacy Level – Land Use Pattern – Development Programe – Rural Credit Institutions – Print Media in Rural Area – Problems of Rural Marketing – Rural Demand.

 

Paper – IV: Socio-Economic Factors                                                                       10 Hours

Caste Factors – Habits – Customs and Practices – Religious Factors – Seasonal Factors – Demonstration Effect – T.V, Radio and News Paper – Education – Impact of LPG on Rural Demand –Rural Market & Consumer Behaviour

 

Reference :

1. Rural Marketing :                       Gopalaswami T.P
2. Rural Marketing :                       Sukapal Singh
3. Rural Marketing :                       Pradeep Kashyap & SidhanthRant