| The Rural Market of India in progress showing its potential in the 1960s, subsequently, in 70s and 80s witnessed its solid development. Step by step, there is vibrant symptoms that the 21st century is going to see its full prospering. In India, where research on consumer behavior has been nominal, not much structured information is available about the rural consumers. Only a few progressive companies, known for their marketing orientation, namely, Asian Paints, Singer and Larsen and Toubro, Maruti Suzuki, Hero Honda have made rapid efforts in this direction. But, by and large, we have still to understand the rural buyer, his habits, attitudes and behavior, principally from the marketing point of view. Rural Market as such in recent years has certainly acquired major significance and also attracted attention of marketers. According to Rural analyst, there has been a substantial increase in the purchasing power pattern of the rural communities and overall growth of economy has increased as nearly 68.84% population of India reside in 6,38,000 villages (2011 Census Report). Rural Marketing clarifies the process of promoting, pricing, developing and distributing rural specific services and products which in turn leads to exchange between rural and urban market which indeed satisfies consumer demand and in turn also achieves a business’s objectives. With rapid pace of technology advancing in every scope and aspects of economic, political, social, cultural life, allocating and expecting higher profits the focus certainly is tapping the rural markets. Rural areas are consuming large quantity of manufactured and industrial products due to green revolution. Thus in this way rural market offers opportunities necessarily in the form of large untapped market, increase in literacy level, increase in disposable income and large scope for penetration. A special marketing strategy called as Rural Marketing has emerged in order to tap the potential and take advantage of various rewards available in rural areas. |
