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Rural Communication PDF

Rural communication involves the exchange of information, knowledge, and skills relevant to development between rural communities and extension services through various media. Mass media like television, print, radio, and the internet reach around 57% of rural populations but traditional media is often more effective. Traditional media includes village fairs, demonstrations, agricultural markets, and weekly markets. New models of rural retail are also emerging like ITC's Choupal Saagar rural malls, DSCL's Hariyali Kisaan Bazaar convenience stores, Tata's Kisan Sansar farmer resource centers, and Godrej's Aadhaar stores providing products, financial services, and information to farmers.

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176 views

Rural Communication PDF

Rural communication involves the exchange of information, knowledge, and skills relevant to development between rural communities and extension services through various media. Mass media like television, print, radio, and the internet reach around 57% of rural populations but traditional media is often more effective. Traditional media includes village fairs, demonstrations, agricultural markets, and weekly markets. New models of rural retail are also emerging like ITC's Choupal Saagar rural malls, DSCL's Hariyali Kisaan Bazaar convenience stores, Tata's Kisan Sansar farmer resource centers, and Godrej's Aadhaar stores providing products, financial services, and information to farmers.

Uploaded by

yogananda kommaka
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We take content rights seriously. If you suspect this is your content, claim it here.
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Rural communication

 Definition :-
An interactive process in which information, knowledge and skills, relevant for
development are exchanged between farmers, extension/advisory services,
information providers and research either personally or through media such as
radio, print and more recently the new “Information and Communication
Technologies” (ICTs),is known as rural communication.
RURAL COMMUNICATION & MEDIA

There are a number of factors that make rural messages effective.

❑ source :-RURAL MARKETING : concepts and practices by BALRAM DOGRA,


❑ source :-RURAL MARKETING : PRADEEP KASHYAP.

 Media is of two types :


 Mass Media
 Traditional (non-conventional) Media
 The utility of mass-media in rural communication is enormous.
 However, traditional media is often seen to be more effective among the rural
audience.
1. MASS/ CONVENTIONAL MEDIA
Role of mass media (reaches around 57% rural population).

2 out of 5 Indians are unreachable by mass media.

TYPES-
 TV - Do not provide the touch and feel of the product
 Tv is the most preferred (47% access to TV) – power cuts are common and this
restricts viewing time.
Doordarshan most popular channel
 Print media (Print media reaches 23%)
 Radio (Reaches20.5% of rural population)
 Cinema (reach 26%)
 Internet(reach 1% )
 Video on wheels. Source : Indian readership survey Q3 , 2010
CONTD…

 Radio can reach a large number of poor people because it is affordable and uses little
electricity.
• In 2000, AIR programMes could be heard in two-third of all Indian households in
24 languages and 146 dialects, over some 120 million radio sets.
• There are specific prograMmes for agriculturists like ‘Farm and Home Programme
or ‘Krishi Darshan’ in all regional languages,
• Thus there is regular listener ship.
• The main advantage is that it is cost effective medium.
• Colgate, Jyoti Laboratories, Zandu Balm, Juari Industries are some companies using
radio for communication.
EXAMPLE- Johnson & Johnson getting into rural markets through radio ads.
Traditional/(Non-Conventional) Media: –
Melas -
 Around 25000 melas in india (90% are religious and one day affairs)
 About 5000 are commercial in nature, used for brand promotions
 Women folk are present in large number.
 Mahindra & Mahindra set up information counter for its tractor at Pushkar mela (rajasthan).
 Nesle arranges coffee and maggie shop.
 Good for introducing new brands and building brands
 When MART and IDE (International development enterprises) used haats and melas to
promote and demonstrate treadle pumps and minor irrigation devices
 Sale went up by from less than 10000 to more than 100000
Demonstrations -
• Dalda launch, fed pakodas on street corner to convey that they can use it for
frying (method demonstration)
• Hero, TVS and Kinetic bike companies gave live demonstrations in Kolhapur of Maharashtra.

Mandis -
These are agricultural markets set up by govt. to procure agri. Produce from
farmers
Serve as a platform for product demo and on the spot sales
In areas with population of 10000+ mandies can cater to 136000 people
Used for promoting durables and agricultural products
Haats -
 Mobile supermarkets (75% are held once a week, 20% twice a week and the rest
are organised daily)
 There are around 42000 haats catering to daily needs.
 Number of visitors on an average per haat is 4500+.
 Good platform for demonstrations.
MEDIA EFFECTIVENESS

AUDIENCE PROFILE
 Rural audiences are exposed to mass media, and can be easily reached, and
young male members are majority viewers of television.

MEDIA PREFERENCE
 Traditional media can be more effective with rural audience. Interpersonal
communication (IPC) was ranked most effective, followed by TV/VCR, print
media, and then radio.

 CHANNELS AND PROGRAMMES VIEWED

 MEDIA VIEWING AND LISTENING BEHAVIOUR Television programmes in rural areas


like DD-1, etc is very popular.

 Radio is a popular media in rural markets, especially Vividh Bharti, etc.


Household subscription to newspapers is low. But newspaper is read at common
gathering/meeting place, tea shop.
CHALLENGES

 • Low literacy levels


 • Spread and diversity
 • Unique media habits
 • Poor infrastructure facilities
 • Lack of research data
 • Selective attention or retention
 • Linguistic and socio cultural differences
 • Different leisure time activities
RURAL COMMUNICATION - STRATEGIES
 MANAGING SPREAD AND DIVERSITY
• Languages : The message has to be understood.
• Identifying geographical locations with a larger concentration of rural
consumers.
• Locating potential consumers with a higher propensity to spend.
 USE OF STALLS & HAATS
Especially in village festivals to spread messages and can also include brand
trials.
 USE OF CINEMA HALLS AND VIDEO PARLOURS
Especially in those states/regions having maximum exposure to cinema.
 USE OF LOGOS AND SYMBOLS
 FOCUS ON OPINION LEADERS OR REFERENCE GROUPS
DISTRIBUTION IN RURAL MARKET

 Introduction:-

 The rural consumers normally purchase their household requirements from


village shops, haats and mandi towns. There are 60lakh outlets, both in urban
and rural markets in India. Out of this, 36lakh retail outlets are spread over
6lakh villages and making the products available in the store shelves is a
challenge for the marketer.
Challenges

 • Poor Road connectivity


 • Low density of shops per village
 • Poor storage system
 • Low investment capacity of rural retailers
 • Poor display of products
 • Inadequate banking and credit facilities
Distribution Strategy

 • Use of Vans.
 • Reaching Larger villages.
 • Jatra/Mela/Santhe.
 • Understanding peak season.
 • Company’s own distribution network Shakti/E-Choupal.
 • Use of co-operative societies.
 • Use of Petrol Pumps.
RURAL DISTRIBUTION CHANNELS
CHANNELS OF DISTRIBUTION
Traditional Methods

 • Haats
 • Melas
 • Mobile trading
 • Mandis etc..,
Modern Retail Methods Emerged in Rural Areas are :

1. ITC Choupal Saagar :


First rural mall with shopping area of 7,000 square feet opened in
2004.
Located within “tractor-able” distance of 30 e-Choupals.
Also serve as procurement centres.
Product categories cover almost all consumer, consumer durables and agri-
inputs.
Customer profile is farmers with large and medium land holdings.

2. DSCL Hariyali Kisaan Bazaar :


Based on experience of marketing seeds and sugar, DSCL set up the first outlet in 2002
Hub with 4 acre campus containing banking services, a fuel station and recreation area
Spoke format with small convenience stores of 4,000 to 5,000 sq. ft
Product categories cover agri-inputs and consumer goods
Customer profile is farmers, service class people and shop owners 300 outlets at present;
plan to expand to 600 by 2012.
3. Tata Kisan Sansar :
Started in 1998 as Tata Kisan Kendra (renamed TKS in 2002).
One-stop farmer solution shop.
600 farm resource centres catering to 3.5 million farmers over 22,000 villages.
Hub as resource centre to cater to needs of TKS outlets.
Each resource centre supports primarily 20 to 25 TKS franchisee outlets.
Product categories cover agri-inputs and consumer goods.
Recently added are financial services, IT-enabled market information and lifestyle products.

4. Godrej Aadhaar :
Started by Godrej Agrovet.
Future group picked up a 70% stake in 2008 to increase penetration of insurance, micro-finance.
Product categories cover consumer goods, consumer durables agri-inputs and animal feeds.
At present 66 Aadhaar outlets catering to 50.000 farmers spread across 2,000 villages of Punjab,
Haryana, Maharashtra and Gujarat.
Plan to set up 1,000 stores in the next five years.
Tie-ups already with Eicher Motors and HDFC Bank.
In negotiations with Apollo Hospitals and BPCL outlets.

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