RURAL MARKETING & ITS’ DEVELOPMENT
Submitted by: Prof. Tripti Ghosh Sharma
I would like to thank Prof. Tripti Ghosh Sharma for his critical appraisal, comments and suggestions which helped me in maintaining the right direction for my project and making it meaningful. I am also obliged to all those people who directly or indirectly helped me in accomplishing this project. At last I would like to thank my batch-mates, who have tried their level best to contribute and helped me in performing this type of study and in completion of the project. Most especially a special thanks to our family and friends.
And to GOD, who made all things possible.
* Rural Marketing in Indian Economy.
* Rural Marketing: Challenges, Opportunities & Strategies. * Marketing of Rural Produce to other Areas.
* Suggestions for an Effective Infrastructure.
* Strategies for Improving Marketing within Rural Areas.
* Rural Marketing – Understanding the Consumer Behavior. * Role of Advertisement in Rural Market.
* Rural Agricultural Marketing - Impact of Globalization: Contract Marketing. * Major Areas of Concern in the Rural Marketing Sector.
* Strategies of FMCG Companies in Rural Market.
In recent years, rural markets have acquired significance, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. On account of green revolution, the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing has emerged. But often, rural marketing is confused with agricultural marketing - the latter denotes marketing of produce of the rural areas to the urban consumers or industrial consumers, whereas rural marketing involves delivering manufactured or processed inputs or services to rural producers or consumers. Broadly rural marketing incorporates the marketing of agricultural products, rural industries products and services of many kinds. The trade channels for different types of commodities available in rural areas private, cooperatives, processors, regulated markets and state agencies. In no sense, a social cluster or village economy as at whole can be developed without effective and efficient rural marketing. Very little attention has been paid in the planning era towards the development of rural marketing. In fact marketing is a dynamic state of affairs and is part and parcel of the whole economy. Thus production and marketing are the two facets of a coin. Rural marketing constitutes the nerve centre of rural development activities. Rural marketing is a two way marketing process. The content now encompasses not only marketing of products which flow to rural areas, but also products which flow to urban areas from rural areas. So a broad definition of rural marketing is concerned with the flow of goods and services from urban to rural arid vice-versa. In addition, it also includes the marketing in the rural areas. As the rural marketing is a two-way process, this project attempts to highlight both the aspects. It examines the marketing aspects of rural produce with special reference to agriculture while on, the other hand it covers and suggest strategies for promoting marketing within the rural areas. In the early 2000s, around 700 million people, i.e. 70% of the Indian population lived in 6, 27,000 villages, in rural areas. Of this, 90% were concentrated in villages with population less than 2000. According to a study conducted in 2001 by the National Council for Applied Economic Research (NCAER), there were as many "middle income and above" households in rural areas as...
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