A Study on Rural Marketing with Special Reference to ICICI Bank

Rural marketing widely differs in terms of its geographical feature and social cultural factors with affect the marketing strategy for the specific region. Rural marketing basically a focused marketing activity of an organization and has become a fad to market product in the rural India still lacks in terms of availability of various products specially the risk oriented product. The aim of this paper is to study various aspect of rural marketing in the context of ICICI products. this paper discuss the conceptual framework of rural market and rural marketing strategy of rural banking, role of technology, financial literacy, future plan, impact of the innovation on business. Rural distribution channel. This is a kind of conceptual paper hence e the methodology used in exploratory in nature. The penetration of banking in rural India pitifully low to reach the rural customers bank should interact with local govt./development agencies. as well as other governing bodies. And the extension of the micro finance will bring to the rural market.