“Rural Marketing – Potentials and Strategies for Durables”
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
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
References: Jain P K, Bhatt Monika, “Consumer Behaviour” ( S Chand & Company Ltd. New Delhi ) “Rural sales drive growth”, Business Standard, April 12, 2004. Jha & Mithleshwar(1999), “Rural Marketing: Some Conceptual Issues”, Rural Scan, Vol.I, Issue2, April, 1999