Abstract
A Study on Rural Marketing in India: Challenges and Opportunities
Highlights
Marketers are forever seeking fresh challenges and scouting for more and more clientele to be drawn into their sphere of influence
“Rural Marketing is defined as a function that manages all activities involved in assessing, stimulating and converting the purchasing power of rural consumers into an effective demand for specific products & services and moving these products & services to the people in rural areas to create satisfaction and a better standard of living and thereby achieving organizational goals” (Iyer, 2010)
The rural markets in India bring in bigger revenues in the country, as the rural regions comprise of the maximum consumers in this country
Summary
Marketers are forever seeking fresh challenges and scouting for more and more clientele to be drawn into their sphere of influence. Features of Indian Rural Markets: Large, Diverse and Scattered Market: Rural market in India is large, and scattered into a number of regions. The rural markets in India bring in bigger revenues in the country, as the rural regions comprise of the maximum consumers in this country. Rural marketing in Indian economy can be classified under two broad categories These are (a) the markets for consumer goods that comprise of both durable and non-durable goods, and (b) the markets for agricultural inputs that include fertilizers, pesticides, seeds, and so on. Rural marketing determines the carrying out of business activities bringing in the flow of goods from urban sectors to the rural regions of the country as well as the marketing of various products manufactured by the non-agricultural workers from rural to urban areas
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
