Volume : 4, Issue : 8, AUG 2018

REDEFINING RURAL MARKETING IN INDIA

DR. SANJAY K. SOLOMON

Abstract

Rural marketing comprises all marketing activities such as determining demand, product planning, distribution, and facilitating the entire marketing process with the goal of satisfying rural consumers. All business activities that involve the flow of goods and services from producers to rural consumers are included in the rural market. The rural market is not a self-contained entity. In fact, sociological and behavioral factors influence the rural market's economy. Markets, on the whole, can be described as a rural environment and its inhabitants .India consists of about 650,000 villages these villages consist of about 850 million consumers making up for about 60 per cent of the population of our country, contributing around half of the country's Gross Domestic Product (GDP). Consumption patterns in these rural areas are gradually becoming as equal as the consumption patterns of urban areas. Some of India's largest consumer companies serve one-third of their consumers from rural India. Owing to a favorable changing consumption trend, as well as the potential size of the market, rural India provides a large and attractive investment opportunity for private companies. 'Go rural' is the slogan of marketing guru's after analyzing the socio-economic changes in villages. The Rural population is nearly three times of the urban, so Rural consumers have become the prime target market for consumer durable and non-durable products, food, construction, electrical, electronics, automobiles, banks, insurance companies and other sectors besides hundred per cent of agri-input products such as seeds, fertilizers, pesticides and farm machinery.

Keywords

Market, Rural market, Indian market, Rural Development.

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Article No : 19

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