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4as of Rural Marketing

This document outlines the 4A's framework for rural marketing. The 4A's are: [1] Affordability - Products must be affordable given rural consumers' low incomes and focus on necessities. Small, economical packaging is important. [2] Availability - Products must be regularly available in remote rural areas where consumers shop daily. [3] Acceptability - Products must be user-friendly and satisfy needs to gain consumer acceptance and spending. [4] Awareness - Marketers must use communication channels available in rural areas like events to create awareness given low media access. The 4A's framework helps structure rural marketing strategies to suit rural consumers' needs.

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Nishith Ranjan
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528 views9 pages

4as of Rural Marketing

This document outlines the 4A's framework for rural marketing. The 4A's are: [1] Affordability - Products must be affordable given rural consumers' low incomes and focus on necessities. Small, economical packaging is important. [2] Availability - Products must be regularly available in remote rural areas where consumers shop daily. [3] Acceptability - Products must be user-friendly and satisfy needs to gain consumer acceptance and spending. [4] Awareness - Marketers must use communication channels available in rural areas like events to create awareness given low media access. The 4A's framework helps structure rural marketing strategies to suit rural consumers' needs.

Uploaded by

Nishith Ranjan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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4A’s

Framework
of Rural
Marketing.
4A’s Framework of Rural Marketing.

● What actually a Rural Marketing is ??


Rural marketing is a marketing system that involves the development, planning, pricing,
and distribution of goods and services so that people in rural areas can access basic products
at fair prices.

● Whenever a company plans to enter the rural markets, it has to restructure its marketing
strategies to suit the needs and requirements of rural consumers.

● Since they are mostly illiterate and belong to a low-income group.


Following are the various components of 4 A, described in the context of rural marketing.

Affordability

Availability

Acceptability

Awareness
1 Affordability

• In rural areas, the income of the people is meagre. This is the reason for which the
consumers are unable to spend on luxury goods.

• Moreover, they are mostly concerned about buying the necessary products.

• Keeping in mind the low affordability of rural consumers, marketers must plan for small
packaging of the products at an the economical price to capture the attention of price-
sensitive consumers.

Eg : Coca - cola
Availability 2

• The regular supply of the products in the remote areas is another challenging task.

• We know that rural consumers are usually daily wage earners who spend on the
necessities every day.

• But, many times, the product is not available in the rural markets, due to which such
consumer may shift to another substitute product.

Eg : HUL “ Khushiyon ki Doli “


3 Acceptability

• The product should be designed in a user-friendly manner such that it satisfies all the
needs of a consumer by deriving them some value.

• If that rural consumers are willing to put in extra money for buying the product, it shows
their acceptability towards the brand.

Eg : Patanjali Products
Awareness 4
• A rural consumer has low accessibility to the media, such as television and
smartphones. Moreover, they have a very different perspective from that of an
urban consumer.

• Therefore, marketers need to focus on that medium of communication and


entertainment which are commonly available in rural areas.

• This will help them to create brand awareness and grab the attention of these
potential rural consumers towards their product

Eg : Asian Paints “ Utsav Campaign “


References :

• https://www.thehindu.com/education/how-rural
-marketing-is-the-next-stop-for-aspiring-market
ers/article37174040.ece

• https://studiousguy.com/examples-of-rural-mar
keting/

• https://www.slideserve.com/mali/rural-
marketing
● Piyush Sehlot ( PGDM/2022/174 )
● Nishith Ranjan ( PGDM/2022/157 )

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