Topics: Marketing, Urban area, Market Pages: 12 (3837 words) Published: September 17, 2013
Volume 3, Issue 1, January 2013

ISSN: 2277 128X

International Journal of Advanced Research in Computer Science and Software Engineering Research Paper Available online at: www.ijarcsse.com

Rural Marketing Potential in India – An Analytical Study
Anil Kalotra Assistant professor, Department of management Studies, HMR institute of technology and management, Hamidpur , Delhi-110015 Abstract: Fast pace of technology advanced every sphere of social, economic, political cultural life, produce, reduce costs, distribute, and expect higher profits. The focus is on tapping the rural markets. Urban markets have saturated lied to look rural markets. This paper presents a review of rural markets‟ environment, Problems and strategies in India. Rural marketing has become the latest mantra of most corporate even MNCs are eyeing rural markets to capture the large Indian market. The rural market consist 70 percent population, twice as entire market of USA and would become bigger than total consumer market in countries like South Korea, and Canada in another 20 years. Using primary and secondary data collected from various market segments. It exhibits linguistic, regional and c u l t u r a l diversities a n d economic d i s p a r i t i e s . Increase in purchasing power fuelled lot of interest, several companies are exploring cost effective channels like HUL/ITC/Colgate/Godrej/Nokia/BPCL. Keywords: Rural Marketing, Rural Mindset, Rural Market Potential, RM Levels. I. Introduction 742 million Indians constituting 138 million households reside in 6, 38,365 villages (Census, 2001). the size of rural market itself speaks of its potential. The current marketing environment and economic scenario have brought the corporate under contemporary roofs of modern India, which is challenging the current standards of segmenting, targeting and reaching the customers. Realistically, India as a nation has come a long way from the place where only urban population which constitutes 20 per cent of customer base for companies are responsible for 80 per cent of their profits. The companies are looking for new opportunities and avenues, as they are witnessing a decline in their growth rates in urban markets due to market saturation and they do have a huge, untouched and untapped rural Indian market. The driving force for this is rural youth who are educated, have access to technology and have openness to change. Also rural markets have acquired significance, as the overall growth of economy has resulted into substantial increase in the purchasing power of the rural communities. A survey by India's premier economic research entity, National Council for Applied Economic Research (NCAER) indicates that rise in rural incomes is keeping pace with the rise in urban incomes. The rural middle class is growing at 12 per cent, close to the urban middle class which is growing at 13 per Cent. Punjab, K e r a l a , H a r ya n a , R a j a s t h a n , G u j a r at , A n d h r a P r a d e s h and Maharashtra are considered highly prosperous states. OBJECTIVES 1. To understand the rural market. 2. To unleash the potential of rural market. 3. To assess the paradigm shift from urban to rural market. 4. To analyze the various parameters of potential of rural market. 5. To offer the conclusions. II. Methodology An exhaustive questionnaire was structured to gather as much primary information as possible and hence, the most common form of research, descriptive research was used. A preliminary study in the form of informal interviews with 107 persons was conducted. Secondary data collected from various market segments and other players of the market, and randomly collected printed promotional material across the countryside.

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What Is Rural? B.N. Garudachar, general manager, corporate communication and investor relations at Voltas, a Tata group company in air-conditioning and engineering services. "These are: low population numbers, low median income, poor...
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