Branding in Rural Market

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BRANDING IN RUR MARKET : BY Sonali Saxena

A brand is a name that distinguishes a product from others. It has its own identity in the market with its symbol and tagline. When we talk about brands in rural markets some of the names which come to our mind are Rajdoot Bikes,Ghari Detergent,Dolly TV and chic shampoo etc Findings indicated that good quality, value for money and sense of identity with brand were likely to act as key determinants of a FMCG brand in rural India. Better finish and good looks, recommendations from retailers were found be key determinants of a consumer durable brand in rural India. Lets throw some light on agro inputs also like pesticides, fertilizers, manure, seeds, tractors, harvesters, pumps and threshers etc. In this regards marketers are following market specialization strategy.HYV seeds are also becoming popular among the farmers. It is a known fact in rural areas that price plays an important role in rural markets for purchasing the products. Now the New Era of marketing is changing the scenario of the Rural India. With Cola companies penetrating these markets with low prices (chota coke) the rural consumer has now realized the benefits of branding. However, no data is available to establish a relationship of the extent of branding and the consumer acceptance with reference to research publications. Keeping this in view, the present study was undertaken and the results have been presented. Indian Marketers on rural marketing have two understanding (I) The urban metro products and marketing products can be implemented in rural markets with some or no change. (II) The rural marketing required the separate skills and techniques from its urban counterpart. The Marketers have following facilities to make them believe in accepting the truth that rural markets are different in so many terms. The rural market has the opportunity for.

(i) Low priced products can be more successful in rural markets because the low purchasing, purchasing...
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