13 January 2017

Challenges in Rural Communication

Challenges in Rural Communication

Promotion of Movie in rural India 

There are many challenges to communication in rural like Low literacy level, poor media reach and exposure. A vast, heterogeneous and diversely spread rural audiences characterized by variations in language, culture and lifestyle-all these factors pose multiple challenges to marketers looking to take their messages to the largely media-dark or media-grey areas, of rural markets.

The rural environment is different from the urban and therefore communication to potential customers in a proper and effective manner is a major challenge for corporate marketers.

Media Reach is Limited

The limited reach of the mass media has imposed limitations on universal communication for rural consumers. These factors has lead to poor message comprehension and negligible impact, which fails to translate into consumer awareness and hence failure in generating consumer pull.

Rural Audience is difficult to understand

What is equally crucially important to understand is the need to understand the behavioural and psycho-graphic characteristics of the rural audience, in order to develop an effective rural communication strategy. With around 6, 38, 667 villages, India boasts of the highest number of villages in the world, hugely populated by around 720 million people (72% of India lives in villages). It is a market which can't be ignored by the marketers. Customers in villages have their own sets of aspirations and are willing to pay for the right services.

Heterogeneity and spread

The communication pattern in any society is a part of its culture. No communication medium can exist in a cultural vacuum. Communicating the message to rural consumers ha posed enormous challenges to the rural marketer, because of the large numbers of consumers scatters across the country. The problem is further compounded by the heterogeneous nature of consumers there are 16 scheduled languages and 114 local vernaculars. The languages and dialects vary from state to state, region to region and probably from district to district. Since 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

The number of people below the poverty line has not decreased in any appreciable manner. Thus, poor people and consequently underdeveloped markets characterize rural markets. A vast majority of rural people is tradition bound, and they also 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. This again leads to a problem of communication in these rural areas. Print medium becomes ineffective and to an extent irrelevant, since its reach is poor.

Problems in sales-Staff  management

Sales staff is generally reluctant to work in rural areas. The languages and dialects vary from state to state, region to region, and probably from district to district. Since messages have to be delivered in the local language, it is challenging for sales executives  to communicate with the rural consumers. Salespeople find it difficult to adjust to the rural environ­ment and due to inadequate facilities available in rural areas.