*Department of Business Administration, MJP Rohilkhand University, Bareilly, UP
**Shri Siddhi Vinayak Institute of Management, Bareilly, UP
Online published on 10 January, 2012.
Rural marketing is an attractive term today as compared to what it was in the mid and late 80s. While rural income continues to rise the rate of growth has slowed down and market is already seeing signs of demand plummeting in urban centers. The rural markets has been growing steadily since 1980s and is now bigger than the urban markets for both FMCG (35%share of total market) and durables (59%). These facts are substantiated in a study of market growth conducted by various researches. In recent years, rural markets have acquired significance in countries like China and India, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. On account of the green revolution in India, the rural areas are consuming a large quantity of industrial and urban manufactured products. By this paper the author has revealed various aspects related to rural consumer behaviour and the strategies to uplift the rural market trends.
Rural Markets, FMCG, Infrastructure, Consumer Behavior, Agri- inputs, Strategies, Credibility
