Faculty of Commerce and Management Studies, HNBGU, Srinagar, (Garhwal), Uttarakhand
Tapping the ocean of rural market in India demands creative marketing and a lot of developmental efforts to be made in order to exploit the immense marketing opportunities. Rural India which posses its own distinctive culture needs due care to depict situation which he can easily identify with. Further, marketing professionals also point out that since the rural consumer is extremely cautious he has to be often treated like a child with utmost care and precaution should be made to ensure that his sensibilities are not offended. With in this purview the present study is an attempt to assess the attitude of rural folk towards advertisement and sales promotion practices generally adopted by the marketers.
