Rural India: A Promising Market Place-A Case Study
Thomas Asha E. (2011). Rural India: A Promising Market Place-A Case Study. RVIM Journal of Management Research, 3, 11-17. ISSN:0974-6722
15 Pages Posted: 14 Mar 2018
Date Written: March 12, 2011
Villages are integral parts of any nation. They become even more important in the Asian and African context, where majority of the population lives in villages. Rural Marketing is all about planning and implementation of marketing function for the rural areas. The key for succeeding in rural markets lies in comprehending the psychology of rural consumers and their needs. This study is conducted to assist marketers who are trying to enter into rural markets of India. To achieve this objective researcher has studied the behavior of rural consumers, the importance of rural markets and the possible issues and challenges that will be faced by the companies trying to penetrate in to rural market. Strategies for effective rural marketing have also been evolved through the research by focusing on the existing players in the rural markets of India. Rural marketing in India has tremendous potential. But the key challenge what companies face in rural markets relate to developing appropriate products with affordable pricing taking into account the divergent characteristics of Indian villages.
Keywords: Rural Marketing, Rural Consumers, Indian Villages, Emerging Economies, Promising Market Place, Rural India
JEL Classification: O00, O18
Suggested Citation: Suggested Citation