Rural Marketing in India: A Case Study

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Anmol Publications, Jan 1, 2002 - Andhra Pradesh (India) - 262 pages
1 Review
The Indian Rural Market With Its Vast Size And Demand Potential Offers Great Opportunities To The Marketers. The Rural Market Provides Vast Potential As Many New Products Have Already Made Their Entry Into The Rural Consumer Basket. Thus, The Rural Market Has Been Growing In Magnitude For Both Traditional And Modern Consumer Goods And Services. In Spite Of Its Large Size And High Potential, Many Marketing Firms Are Not Able To Avail The Opportunities In Rural Market Because Of Problems In Selling The Goods In Rural Areas. In View Of This, There Is A Need For A Thorough Examination Of Rural Marketing Scenario. For This Purpose Efforts Should Be Made To Analyse The Rural Market Environment, The Problems In Rural Marketing And Measures Should Be Initiated To Develop The Rural Market. In This Direction, The Present Study Is An Attempt To Examine The Marketing Environment In Rural Areas, The Marketing Strategies For Consumer Goods. The Book Provides The Comprehensive Coverage Of Aspects Relating The Profile Of Indian Rural Market, Analyzing Consumer Behaviour, Product And Brand Penetration, Marketing Strategies, Etc. The Study Is Mainly Based On The Examination Of The Marketing Strategies For Durable And Non-Durable Consumer Products In Rural Areas Of Three Selected Districts In Andhra Pradesh. The Conclusions Drawn And Suggestions Made In This Study Are Useful For The Policy Makers For Improving The Market Potential In Rural India.

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