The Hindu : Tamil Nadu News : “Know villagers’ mindset”

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Tuesday, Jan 29, 2008
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Tamil Nadu

Tamil Nadu

“Know villagers’ mindset”

Staff Reporter

THENI: Understand the mindset of villagers for effective marketing and communicate with them in a simple way, said R. V. Rajan, president, Rural Marketing Agencies Association of India.

He was delivering a lecture on rural communications at a seminar on ‘Emerging Trends in Rural Marketing’ organised by Thiagarajar School of Management in association with M. S. Swaminathan Research Foundation, as part of Gramotsavam-2008, a two-day rural festival, at Thevaram near here recently.

Villagers always consulted others before taking a major decision. They were intelligent and conscious about the value of money. In the rural markets, there was greater awareness of brands and aspiration level was high.

Rural India was emerging as a great force in the country. Inadequate data on rural markets, poor infrastructure and lack of understanding of rural customers were some major issues to be addressed meticulously.

He stressed the importance of children’s role in decision-making. Fast moving consumer goods and durables were major drivers of rural marketing.

MNC’s tactics

Mr. Rajan also elaborated the difference in advertising strategies for the urban and rural marketing by giving examples of tactics adopted by multinational companies to market their products in urban areas and leprosy eradication programmes executed by the government in rural areas.

He also insisted on importance of demonstration, a key element to success in rural marketing.

MSSRF chairman M. S. Swaminathan, in his address, felt that the Gramotsavam would be a foundation for setting up of government projects in all rural communities. Thiagarajar School Of Management Director Appa Rao and visiting faculty Vepa Sadasivam took part.

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