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* As per the 2001 census, 72.2 per cent of the population lives in about 6,38,000 villages.
* Of the 6 lakh-plus villages, roughly only 13 per cent (75,000 villages) of them have a population above 2,000. Most of the rural audience in the smaller villages come to shop at a nearby ‘haat’ or travel to a nearby bigger village. Hence, if the marketer is focussing on those 75,000 villages, he can cover almost all of the Indian rural audience
* There are hardly any shops in around 2.3 lakh villages
* 17 per cent of Indian villages account for 50 per cent of rural population in India and 60 per cent of rural wealth
* Rural Population- 742 million people
IMPACT OF MACROENVIRONMENTAL FACTORS
* Over the years, rural areas have been amalgamated in the national mainstream politics
* Urban intrusions such as SEZs and urban reverse migration through farmhouses and real estate into rural space.
* NGOs educating and organizing the villagers, and playing a major role in creating political and legal awareness.
* Income levels and per capita expenditure have increased over the years
* Rural consumers who have same income levels of urban consumers, have a higher level of disposable income.
* Increase in spending on non-food items over the years
* Rural income is seasonal as it is mostly agriculture driven.
* Caste system has implications on individual and social behaviour.
* In rural areas, people belonging to some castesare prohibited from accessing the common facilities demarcated for another caste group.
* Violation of these norms can lead to social tensions.
* Green and White revolutions in rural India
* Infusion of mobile and information technology into rural markets
* Rural population is unorganized and highly scattered in 630,000 plus villages
* Most of...
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