Literacy level of Rural Marketing

The literacy level of rural people has a considerable impact on the marketing strategies to be adopted by the marketing team especially in communication with the rural people. Higher the level of literacy, the easier it becomes for companies to penetrate into rural areas.

As per the 2001 census, about 50 per cent of the rural population is literate. This has contributed to the increase in rural demand. This has changed the buying behaviour of rural consumers and lifestyles. An increase in literacy levels has resulted in an increase in demand for consumer goods.

From the table, we can make out that there has been a rise in the literacy rate during the last two decades, changes in the literacy rate from 1991 was only marginal. It can be further noticed that only 45 percent of rural people are literate in our country even today.

Although the Central and State Governments have implemented many schemes, severe punishments etc., to stop childhood marriage, keep away from education to girls, killing female child at the stage of birth itself, etc., unfortunately, these customs are still existing in many states of India such as; Bihar, Haryana, Rajasthan, Tamil Nadu, Uttar Pradesh and so on. These are all just because of higher illiteracy level among rural people and particularly lack of literacy level among rural women.

But the rural youth education and literacy level shows a good progress and prosperous rural India. Here, the contribution given by both State and Central Governments to improve rural youth literacy rate is noticeable one. This growth in youth literacy level increases the demand for modern, fashionable, current trend products among the younger generation.

Also, it increases the brand awareness of rural consumers for various products (national and international level). Marketers can make serious efforts to capture these adults’ group (falls in the age group of 20-35), for their products such as perfumes, two- wheelers, western outfits, etc., which accounts nearly 25% of India’s consumption.