Growing Potentials of Rural Marketing in India: The Changing Paradigms

Harpreet Kaur

Abstract


The Urban Market of India is reaching the level of saturation. Achieving the aspired growth targets is a hard nut to crack for the marketers. Moreover, the cut-throat competition in this market creates an   inability on the part of the firms to maintain and raise their respective market shares. This tempts the businessmen to move to the rural market of India that is showing better growth prospects as India’s two-third population lives in rural areas. The demand and the expectations of the rural folks are rising due to the overall economic growth, giving an underexplored opportunity to the business houses to tap the huge potential. But the opportunity that provides hope for the corporate houses is not without challenges. There are a number of differences between the rural and urban factors that influence the demand structure of both the areas. In order to be successful, there is a need to study the dynamics of the rural market before venturing into these areas. This paper intends to assess the marketing potential, the opportunities and driving forces for the marketers in the rural market.

Keywords


Rural Consumer, Market Saturation, Consumer Behaviour, Rural Marketing, Marketing Opportunities, Market Potential

Full Text:

pdf

References


Bijapurkar, Rama. (2007). We Are Like that Only – Understanding the Logic of Consumer India.

New Delhi: Penguin Books India.

CRISIL Research Insight. (2012). “Sustaining the Rural Consumption Boom”, Mumbai: CRISIL

Limited. Web. 16 December, 2015.

http://www.crisil.com/pdf/economy/research-insight_rural-consumption_Aug12.pdf.

Gupta, S.L. (2009). Strategic Marketing Management: Text and Cases. Ghaziabad: Atlantic Publishers.

Iyer, Vidya. (2010). “Rural Marketing”, SIES Journal of Management. Vol. 6, Issue. 2; pp. 110-114.

Knowledge@Wharton. (2012). "Rural Spending in India Outpaces Urban Consumption." University of Pennsylvania: The Wharton School. Web. 16 December, 2015

Kotni, V V Devi Prasad. (2012). “Prospects And Problems Of Indian Rural Markets”, ZENITH International Journal of Business Economics & Management Research. Vol.2, Issue 3, (March); pp.200-211.

Kumar, Arun & Meenakshi, N. (2011). Marketing Management. Second Edition. Delhi: Vikas

Publishing House.

Kumar, Pawan. (2013).“Rural Marketing in India: Challenges and Opportunities” International

Journal of Management and Social Sciences Research (IJMSSR) Volume 2, No. 8, (August); pp.93-100.

McKinsey Global Institute Report. (2007) “The Bird of Gold: The Rise of India’s Consumer Market.” San Francisco: McKinsey Press. Web. 15 December 2015. http://mospi.nic.in/Mospi_New/site/Home.aspx.

Ramaswamy, V.S. and Namakumari, S. (2010). Marketing Management. New Delhi: McMillan Publishers India Ltd.

“Social Development in India Draft Report”. (2015). Ministery of Statics and Programme Implementation. India.gov.in . Web. 12 December, 2015.

Talwar, Arshi. (2014).“Rural Marketing in India: Challenges and Opportunities”, IJECS. Volume

, Issue 12, (December); pp.9404-9407.


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.