A Study on Rural Marketing: Present scenario, opportunities and challenges ahead

For India, young population, rising income and low penetration of many consumer durables means that rural consumption has the potential to remain an important source of demand. Buying patterns in the rural areas are gradually changing day by day. Due to its favourable consumer preferences as well the wider scope of the market, rural India provides a large and attractive investment opportunity for private companies. Illiteracy, poor road connection, low purchasing power, inadequate distribution patterns does dents the process but it paves ways to new and innovative methods. Initiatives taken by Govt. of India have a multiplier effect in increasing movements of goods, services and thereby improves earning potential of rural areas, subsequently improving consumption. For this various remedial actions have being taken such as providing products at reasonable and affordable prices, improving scope of media, providing well organised distribution channels etc. Rural market though with its fair share of dilemmas and problems presents itself as raw opportunity. Therefore its sheer vastness and enrootment in the Indian market is the leading cause of establishment in rural areas.