2. Lower Capacity to spend:
Due to low disposable income, they cannot buy radio & TV.
3. Joint Family Structure:
Majority of Rural people live in joint families where females depend on their males for information regarding various products. Thus, it becomes difficult to reach female consumers directly.
4. Diversity of Language and Socio-cultural factors:
Number of languages and different cultural and social norms creating problems for marketers in designing the messages, as mass media in one particular language doesn’t work for entire rural population.
5. Unique Media Habits:
Media habits of villagers are such that the newspapers are found mostly at groceries shop, tea stall etc. Magazines are not read at all. The household press subscription is almost absent.
6. Leisure Time based on situation:
Farmers have to work during nighttime and odd hours also, when the electricity is available. It is difficult to find the leisure time for communication.
7. Expensive Communication:
For rural communication to be effective, repeat exposure is a must otherwise the message loses its effect during gap periods. This makes rural communication more expensive.
8. Poor Infrastructure:
Due to the lack of roads and telecom facilities reaching rural audience is very difficult. TV, wherever available, viewer-ship is affected by uncertain supply of electricity.
9. Insufficient Research Data:
Decisions regarding messages and media mix for rural communication depends only on sales force and distributors, which is insufficient.
10. Selective Attention:
Rural people select the messages that are related to their needs and ignore others.