Anda di halaman 1dari 15

RURAL MARKET AND

TECHNOLOGICAL ENVIRONMENT

RAJAN SWARUP
Technological Environment Power and energy sources,
postal services, telecommunications, information and
communication technology, appropriate technology
and innovations.
Three Major Revolutions in the Rural
Technological Environment
Green Revolution in the Agricultural Sector
Improving food grain production in the country and hence
achieving food self-sufficiency.
Green Revolution generated some notable economic results:
1. Crop areas under high-yield varieties required fertilizers,
pesticides, fungicides and other inputs. Farm equipments like
tractors with farm implements, diesel pump sets etc. introduced
mechanization into the farm sector for the first time.
2. The increase in farm production also introduced mechanized
processing, growth of the local manufacturing sector.
The modernization and mechanization of the farm sector boosted
farm productivity and initiated a change in the quality of life in
villages.
White Revolution

Initiated by the government with the aim of achieving self-


sufficiency in the area of milk production.
Cornerstone of the government dairy development policy was
producing milk in rural areas through producer cooperatives and
moving processed milk to urban-demand centres.
Established the much-needed linkages between rural producers
and urban consumers.
Formation of producers cooperatives has played a significant role
in institutionalizing milk production and processing.
changing food habits and lifestyles have also reinforced
the growth in demand for dairy products (ice creams,
chocolate, butter, flavoured milk etc.).
Most successful states in dairy development are Gujarat,
Punjab, Haryana, Uttar Pradesh and Andhra Pradesh.
The NGO Movement
Important in providing technological support in rural areas.
Stepped in to create awareness, introduce technology and
develop capacities for maintenance and sustainability.
Government schemes implemented through NABARD, CAPART,
KVIC and others are given shape by these organizations.
Introduction of low-cost spindles, weaving machinery, technology
for leather processing, food processing, natural resources
management etc have been some contributions in bringing
about change at the grassroots.
NGOs have been also active in providing basic health and child
care services, running homes for destitutes and the distressed and
providing education and training opportunities.
Change in technology

The fast changing technology give a cutting edge to the marketing


of products. The change of processes reduce manufacturing,
Packaging and handling cost of products. The changes warrant
changes in marketing, inputs and strategies. Faster and efficient
communication and transport systems have speeded up markets.
The capital is made to work faster and harder. So is the case with
the marketer. He has to use these new marketing tools and facilities
in designing and implementing his marketing strategies which are
adaptive to the changing environment and ensure success.
Radio

From six radio stations at the time of Independence, All India


Radio today has 208 radio stations. All Stations of All India Radio
broadcast farm programmes and home programmes directed
at rural audience. The thrust of the broadcast is on increasing
production of agri-products and various programmes adopted
by the Government of India.
Television

Doordarshan shows many programmes related to


agriculture. Community television sets have been
introduced under various schemes operated by
Central and State Government.
Telecom Services

By 2004, over 80% of all villages had been connected through


5.4 lakh Village Public Telephones. Similarly, 1.42 crore telephone
connections had been given in rural areas.
People who are unable to afford a telephone facility of their
own can now have access to VPTs in rural areas in addition to
Public Call Offices.
Mobile Phones
The change has been brought about by a cell phone. The little,
attractive gadget is helping them make decisions related to
farming. When to plant and harvest, at what price to sell the
produce and how and when to transport and sell-all these
intriguing questions are now resolved intelligently.
Print Media

The reach of newspapers in rural areas are very poor, only 15% of
the copies of newspapers reach rural areas. Newspapers normally
reach the small towns and are read in shops or road side hotels.
People sometimes buy newspapers in small towns and take back
home, where it is read at home or at common gathering or social
gathering.
L.P.G.
India has shown a remarkable shift in its economic, social and
technological environment. By the liberalization and privatization
policies and the subsequent phenomenon of globalization have led
to huge inflow of foreign investments and entry of large MNCs in
India.
As products and markets are turning global, organizations are
facing competition both in the domestic as well as in the
international markets.
Task of marketers has become more challenging due to shift in the
demographic profile and demands of consumers. Organizations of
industries such as FMCG, telecom, insurance, financial services,
consumer durable and automobiles are nowadays employing
innovative marketing practices for their survival and also to increase
their market share.
These organizations are now shifting their focus from the saturated
metros and tier I cities to the rural and semi urban towns, to increase
their revenues and market.
But rural areas have their own limitations in terms of number of
villages with low population density, accessibility, infrastructure,
telecommunication network, illiteracy, social and cultural
backwardness and low income.
Increasing Demand of Rural Market

The factors that have created rising demands among rural buyers
are increase in literacy levels, migration to urban sectors, growth in
media and telecommunication, availability of bank credit schemes,
globalization of market, low price technology products (such as
television, mobile, fridge, camera, etc.), government sponsored
employment generation, and tax concessions and loan waivers.

Anda mungkin juga menyukai