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0000000016 00000 n They prefer more and better goods and services. 0000002152 00000 n Therefore, it is necessary to understand the rural area characteristics and environment and take action accordingly. Export of these agricultural products generate capital and earnings from foreign exchange. To understand this development process in the rural areas, awareness on current environment is very necessary. The term, Rural Marketing, means different things to […] It is essentially a three-way marketing stage where the dealings can be − Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants, and also to achieve organizational objectives. For the land and the sea would be bountiful to you even as to us” – Kahlil Gibran . Rural market in India is not a different entity in itself, but it is highly influenced by the sociological and behavioral factors of the country. 689 0 obj<>stream Due to the impact of globalization there is a fast change in rural environment. Rural to Urban − It is a process where a rural producer sells his products in urban market. The consumer’s behavior comprises the acts, processes and social relationships shown by individuals, groups and organizations with products and services. Academia.edu is a platform for academics to share research papers. During 90’s, there was a steady growth of purchasing power of rural India, and there are clear indications that the 21st century is going to see its full blossoming. It helps to select appropriate sales and advertising strategies to plan marketing program in a more efficient manner. The composition of supply and demand has also changed significantly. 0000004043 00000 n ��S�ćB|�O���b startxref The rural market of India started showing its potential from the 1960s and the 70s and 80s showed its steady development. Among those are the bigshot companies like Hindustan Lever, Coca-Cola, Pepsi, LG Electronics, Britannia, Philips, Colgate Palmolive and the foreign-invested telecom companies as well. 0000004317 00000 n Introduction To Rural Marketing book. There are approximately 600,000 big and small villages in India according to rural market researchers. x��Vole��^V�V�7j�*�?�\n��d+��,���l�H1�3X��x,ه��Y��X�$�,��f3�$D��1�,ML����]��-~�M��}�������� �� ����!��c� _�����Oϡ����Zw3���������J�:k�A��F�9i#Z���%�a�Q:qxwJ�s��Y��1�*u�A\��bQ�t��u ]E{��ْ�%~�W��C: �M?s� To a large extent, villages contribute towards the economic development of the nation through the production of food grains, vegetables, fruits etc. The introduction to rural marketing was aimed at reaching out to people in rural areas.

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