“Rural Marketing – Potentials and Strategies for Durables”

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DR. MANMEET KUMAR SIRAS
M. Com., NET, Ph.D. Associate Professor,
Faculty of Commerce & Bus. Admn.
Meerut College, Meerut.
(C.C.S. UNIVERSITY, MEERUT) Email: manmeetsiras@gmail.com

RESEARCH PAPER

“RURAL MARKETING – POTENTIALS AND STRATEGIES FOR DURABLES”

Abstract
The Indian rural market with its vast size and demand base offers great opportunities to Companies. Two-thirds of Indian consumers live in rural areas and almost half of the national income is generated here. The rural revolution is driven by rising in purchasing power, changing consumption patterns and increased information awareness. The Indian rural market has a huge demand base for durable products and offers great opportunities to marketers. The urban consumer durable market for products like colour TVs, washing machines, refrigerators and air conditioners is growing annually at between 7 percent and 10 percent. The rural market is zooming ahead at around 25 percent annually. "The rural market is growing faster than urban India now. Consumer durables on the other hand face many marketing problems and are not able to penetrate the rural market like Non-durables. This research is focused on generic marketing strategies for durable products in the rural area.

Keywords : Rural marketing, Durables, Consumers’ attitude, Whole Sellers & Retailers, Buying Motives, Potentials and Strategies.

Present research paper entitled “Rural Marketing -- Potentials and Strategies for Durables – A Study in Ghaziabad District”. is mainly based on the hypothesis that, there is a vast potential of marketing of durable goods in rural areas of the country, which is increasing day by day. In India where about 70% population resides in the rural areas and nearly half of the national income is generated by the rural population, hence it become necessary to understand the psyche of the rural population, their needs, aspirations and also their behavior to be success in the marketing in rural areas.

The villagers have accepted the modern way of agriculture as a business but also have accepted modern living. Apart from the food items, they are interested in buying durable products. This change in the attitude of rural consumers is sweeping across the countryside. The expanding rural market is important to growth of economic development of India. Rural markets have proved to be very attractive for corporate and the size of market is increasing year by year. The increased income/purchasing power of the rural consumer and the improved income distribution have enhanced rural demand for several products. With a population already in excess of one billion people, India has caught the eye of multinational corporations across the globe as a place of opportunity for exploring new markets.

The Indian rural market has a huge demand base and offers great opportunities to marketers. Two-thirds of Indian consumers live in rural areas and almost half of the national income is generated here. The reasons for heading into the rural areas are clear. The urban consumer durable market for products like colour TVs, washing machines, refrigerators and air conditioners is growing annually at between 7 per cent and 10 per cent. The rural market is zooming ahead at around 25 per cent annually. "The rural market is growing faster than urban India now," says Venugopal Dhoot, chairperson of the Rs 1900 -crore Videocon Appliances. "The urban market is a replacement and up gradation market today," adds Samsung's director, marketing, Ravinder Zutshi.

DURABLE CONSUMER PRODUCTS :

Radios, transistors, Clocks and wrist watch, Room coolers and room heaters, Television -- Color and B&W television, Table fans, Ceiling fans, Inverters and batteries, Mopeds and motor cycles / Car, Cassette /...
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