challenges in rural communication
Post on 25-Jan-2017
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Challenges in Rural
Communication
By-Akshay Jadhav- 6016
(SVIMS Batch 2015-2017)
IntroductionRural marketing is a practise of assessing,
persuading and converting the needs, wants, purchasing power of the customers into
effective demand for products and service out for sale which would help in sufficing the
requirements of people in the rural areas and thus increase the satisfaction levels as well as
standard of living. There are many reasons which prove the potential of these rural
markets.
Challenges in Rural Communication
• There are many challenges to communication in rural.o Low literacy levelo Poor media reach and exposureo Vast, heterogeneous and diversely spread rural
audiences.
Media Reach is Limited
• imposed limitations on universal communication for rural consumers
• lead to poor message comprehension and negligible impact
• fails to translate into consumer awareness and hence failure in generating consumer pull
Rural Audience is difficult to understand• understand the behavioural and psycho-graphic
characteristics of the rural audience• Customers in villages have their own sets of
aspirations and are willing to pay for the right services.
Heterogeneity and spread
• Communication pattern in any society is a part of its culture
• Large numbers of consumers scatters across the country
• 16 scheduled languages and 114 local vernaculars.
• Languages and dialects vary from state to state, region to region and probably from district to district.
Heterogeneity and spread
• Messages have to be delivered in the local language, it is difficult for the marketers to design promotional strategies for each of these areas
• Facilities such as phone, telegram and fax are less developed in villages adding to the communication problems faced by the marketers
Deprived people and deprived markets
• Poor people and consequently underdeveloped markets characterize rural markets
• Face problems such as inconsistent electrical power, scarce infrastructure and unreliable telephone system, and politico-business associations that hinder development efforts
Low levels of literacy
• The level of literacy is lower compared with urban areas
• Print medium becomes ineffective and to an extent irrelevant, since its reach is poor
Problems in sales force management
• reluctant to work in rural areas• it is difficult for sales force to communicate with
the rural consumers• Sales force finds it difficult to adjust to the rural
environ ment and inadequate facilities available in rural areas
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