Table 12: Purchasing Decisions Above table reveals that the decision making in the rural market are taken by self followed by spouse. No particular tactic can be derived out of this, rather the idea is to target the individual or the spouse or the child as per the product types and categories.
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Abstract: Fast pace of technology advanced every sphere of social, economic, political cultural life, produce, reduce costs, distribute, and expect higher profits. The focus is on tapping the rural markets. Urban markets have saturated lied to look rural markets. This paper presents a review of rural markets " environment, Problems and strategies in India. Rural marketing has become the latest mantra of most corporate even MNCs are eyeing rural markets to capture the large Indian market. The rural market consist 70 percent population, twice as entire market of USA and would become bigger than total consumer market in countries like South Korea, and Canada in another 20 years. Using primary and secondary data collected from various market segments. It exhibits linguistic, regional and c u l t u r a l diversities a n d economic d i s p a r i t i e s. Increase in purchasing power fuelled lot of interest, several companies are exploring cost effective channels like HUL/ITC/Colgate/Godrej/Nokia/BPCL.
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Marketing Related Papers Abstract: Fast pace of technology advanced every sphere of social, economic, political cultural life, produce, reduce costs, distribute, and expect higher profits. The focus is on tapping the rural markets. Urban markets have saturated lied to look rural markets. This paper presents a review of rural markets " environment, Problems and strategies in India. Rural marketing has become the latest mantra of most corporate even MNCs are eyeing rural markets to capture the large Indian market. The rural market consist 70 percent population, twice as entire market of USA and would become bigger than total consume r market in countries like South Korea/Canada in another 20 years. Using primary and secondary data collected from various market segments. It exhibits linguistic, regional and cultural diversities and economic disparities. Increase in purchasing power fuelled lot of interest, several companies are exploring cost effective channels like HUL/ITC/Colgate/Godrej/Nokia/BPCL.
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Abstract: Around the world, four billion people live in poverty. And marketing firms are still struggling to turn them into customers. For the past decade, business visionaries have argued that these people, dubbed the " Base of the Pyramid " , make up an enormous, untapped market. Some of the world's biggest, savviest corporations have aimed to address their basic needs—by selling them everything from clean water to electricity and from FMCG to consumer durables. " Improving the lives of billions of people at the bottom of the economic pyramid is a noble endeavour. It can also be a lucrative one. " C.K. Prahlad. The paper studies the changing scenario of Indian rural markets and implies some suggestions in improving the marketing strategy in rural selling and market promotion. An improved marketing mix is the call of hour, with strategies framed by deeply considering the dynamic rural buying behaviour. This is in context of Indian rural market which is stands tall due to its cultural diversity. This throws an open ground challenge to the marketers in a country with multi-cultural, multilingual varsity. This paper is an attempt to provide some mettle solutions to these challenges as it studies and follows some successful rural marketing strategies of modern times. This is particular in context of rural sales strategies rural promotion mix.
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Abstract: The Indian rural market has an untapped potential to contribute in the growth of national income. It has a huge labour, capital and demand-base. Around 65 percent of the population lives in rural areas, making it significant for corporate sectors to concentrate on rural markets in order to generate a high return. It has gone through a massive transformation in recent years. There have been many improvements in rural marketing. Rural marketing used to be done to cater to a small rural audience, with consumers-producers limited to rural areas, but it has evolved into a place from where even multinational corporations are looking to gain profit. It is flourishing with the infrastructural, technological and financial development. This paper explores the evolving patterns in Indian rural marketing and markets, taking into account factors such as consumer behaviour, product availability, public and private sector participation, technical and infrastructural development, and economic growth, among others. It reviews how rural markets have switched from a purely agricultural market to an ICT processed large market with diversified amount of goods and services. Many literatures from different journal/magazine/books were reviewed to find out the evolution and changes of rural marketing and markets. It was later concluded that rural marketing has a future prospect but it comes with several challenges as well. The limitations of rural marketing is also remarked in this review paper.
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