SCOPE OF RURAL MARKETING IN INDIA

Abstract

There is a tremendous outlook for a concentrated marketing effort in rural India due to the trend of increasing incomes in the rural community along with increasing availability of technology in rural regions of India, leading to brand awareness and acceptance among the community. Improvements in infrastructure and the reach, that is the distribution system is beneficial for any organization planning to opt for an establishment in rural India. Any kind of approach for these markets either macro or micro level should have a focal point on availability, accessibility, and affordability. Many businesses are also adopting various marketing strategies and approaches to penetrate the rural market and profitable situation with good customer loyalty. The rural consumer preferences and needs are very different compared to its urban counterpart. Hence the blueprint of the marketing mix of a product or service for such a target market has to be not just customer appealing but also budget friendly. This paper aims at understanding what rural marketing is, how can it be beneficial to rural India, different marketing mixes, its origin, challenges, and prospects.