Volume : I, Issue : I, June - 2012

Rural Marketing Practices in India: Emerging Issues

Kavita A. Trivedi

Abstract :

Rural marketing is as old as the civilization. Surplus of agro - products are exchanged in earlier days in the barter system. The introduction of currency, transport, and communication has increased the scope of rural market. Promotion of ands in rural markets requires the special measures. Due to the social and backward condition the personal selling efforts have a challenging role to play in this regard. The word of mouth is an important message carrier in rural areas. The following are the objectives of this research study:- ? To study the emergence of Rural Markets in the context of India. ? To study the present scenario of rural marketing in India. ? To study the challenges faced by rural marketers in India. ? To measure the success of rural marketing campaign of few ands in Terms of consumer appreciation. Indian rural market has a vast size and demand base. Rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives. As part of planned economic development, the government is making continuous efforts towards rural development.

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

Kavita A. Trivedi Rural Marketing Practices in India: Emerging Issues International Journal of Scientific Research, Vol.I, Issue.I June 2012

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