Rural Marketing in India – Strategies and Perspectives

Abhijit Gupta

doi:10.31142/ijtsrd15686

Abstract

Rural Marketing in India – Strategies and Perspectives

Highlights

The Indian subcontinent is a vast area comprising of about 650,000villages inhabited by about 850 million customers making up about 70 percent of population and contributing more than 50% of India’s Gross Domestic Product
Rural consumers are moving towards purchase behaviour guided by aspects of utility, aesthetics and features and by prices
Money Refund Premiums It refers to the price of the product, which is partially refunded to the consumers on the repurchase of same product by showing of proof of previous purchase like cash memo, empty wrapper, poly packs etc

Summary

Introduction

The Indian subcontinent is a vast area comprising of about 650,000villages inhabited by about 850 million customers making up about 70 percent of population and contributing more than 50% of India’s Gross Domestic Product.Traditionally the rural consumer would prefer low priced products with utility value rather than high value high price products or services. Sales Promotion t is a short term tool adopted by the marketer to increase the sales of the particular product / service in a particular area for a particular period of time. When the company decides to enter into new market and launch the new product, in such cases free distribution of samples is an effective pull-up sales promotional activity.

Results

Conclusion