Rural Marketing: The Marketing Battle Has Shifted from Cities to Villages

Abstract

The purpose of this paper is to highlight on the concept of rural marketing how it has shifted from cities to rural areas, its process and available potentials. The process of rural marketing should be able to straddle the attitudinal and socio-economic disparity between the urban and rural customers. Thus, rural marketing can be explained as a marketing activity which is targeted to rural population in the rural areas which have some difference in their needs, wants, desire, buying behaviour, consumer behaviour etc. as they are raised in different customs, tradition and culture and have different economic, social and political backgrounds Thus, rural markets have acquired significance as the overall economic growth has resulted into substantial increase in purchasing power of rural communities. One can strongly assert that there is huge potential and opportunities in rural India but the smart thing would be to weigh in the roadblocks as carefully as possible. Therefore the companies entering rural market must do so for strategic reasons and not for tactical gains as rural consumer is still a closed book. It is only through unwavering commitment that the companies can make a dent in the This present study is purely based on the secondary data from literature review of books, research papers, journals and web articles.