Understanding the Potential of Rural Marketing in India - an Analytical Study

ZENITH International Journal of Business Economics & Management Research

Vol.1 Issue 2, Nov 2011, ISSN 2249 8826 Online available at http://zenithresearch.org.in/

UNDERSTANDING THE POTENTIAL OF RURAL MARKETING IN INDIA - AN ANALYTICAL STUDY

MD RAFIUDDIN*; DR. BADIUDDIN AHMED**

*Assistant professor, Department of management Studies, Lords Institute of Engineering and technology, Sy. no. 32 Golconda Post, Himayath Sagar, Hyderabad-500008 India. **Associate Professor & Head, Department of Management and Commerce, LHC Room No. 213, first floor, Maulana Azad National Urdu University, Hyderabad- 500032 India.

ABSTRACT Fast pace of technology advanced every sphere of social, economic, political cultural life, produce, reduce costs, distribute, and expect higher profits. The focus is on tapping the rural markets. Urban markets have saturated lied to look rural markets. This paper presents a review of rural markets‟ environment, Problems and strategies in India. Rural marketing has become the latest mantra of most corporate even MNCs are eyeing rural markets to capture the large Indian market. The rural market consist 70 percent population, twice as entire market of USA and would become bigger than total consume r market in countries like South Korea/Canada in another 20 years. Using primary and secondary data collected from various market segments. It exhibits linguistic, regional and cultural diversities and economic disparities. Increase in purchasing power fuelled lot of interest, several companies are exploring cost effective channels like HUL/ITC/Colgate/Godrej/Nokia/BPCL. KEYWORDS: Rural Marketing, Rural Mindset, Rural Market Potential, RM Levels. ______________________________________________________________________________ INTRODUCTION 742 million Indians constituting 138 million households reside in 6,38,365 villages (Census, 2001). The size of rural market itself speaks of its potential. The current marketing environment and economic scenario have...