Is literacy still an issue in communicating with rural markets?
Goyle: Rural audiences are well informed. Literacy may be an issue. However, comprehension is not. Rural audiences may be handicapped by the ability to read/write, but not by the ability to comprehend and respond. EVENTFAQS: According to some marketers, spends by rural consumers will not be affected by the economic slowdown – would you agree? What is the logic? How reliant is your category’s performance on bank loans? Has that been affected? Goyle: Economic slowdown has had a cross-category spiraling influence. It has affected liquidity and bank financing.60 percent of tractor purchases are dependant on finance. This has resulted in a slowdown on consumer off-take.
