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A study on Identification of Rural Consumer and Rural Marketing in Indian Perspectives


Dr. Chanduji Thakor , VJKM Institute of Management and Computer Studies, Kadi, Gujarat; Prof. Indubhai Patel, C. N Arts & B. D Commerce College, Kadi, Gujarat


Rural Consumer, opportunities, Rural Marketing.


This article deals with the issues & challenges faced by the marketers while penetrating in to rural market. It also illustrates how some companies have used the different strategies to establish themselves in the rural market. The Indian rural market is full of opportunities and has seen impressive growth in recent years. A boom is being witnessed in the rural markets and a large untapped market exists there. Companies across different sectors are foraying into the burgeoning rural markets to fuel their growth engine. Companies have to ascertain the needs of those consumers and explore the potential of rural markets with appropriate marketing strategies. To understand the social dynamics and attitude variations within each village though nationally it follows a consistent pattern looking at the challenges and the opportunities which rural markets offer to the marketers it can be said that the future is very promising for those who can understand the dynamics of rural markets and exploit them to their best advantage. Largely, it can be concluded that there is huge rural market which is waiting to be served, ready to splurge, willing to explore new products and services. The corporate sector is, thus, increasingly looking towards the rural consumers and fine tuning its marketing strategies to tap on their wallets and promote their products.

Other Details

Paper ID: IJSRDV1I9047
Published in: Volume : 1, Issue : 9
Publication Date: 01/12/2013
Page(s): 1878-1880

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