In view of urban market becoming increasingly competitive and saturated, rural market, despite its complexities in terms of economy, cash flow, literacy level and poor infrastructure, presents considerable growth opportunities for marketers. As per industry estimates, while in 1997–98 rural sales constituted about 25 per cent of the total sales for CTVs, refrigerators and washing machines, it increased to 36 per cent in 2001–02 and was expected to go up to as high as 41 per cent by 2006–07. The rural people are not only sticking to essential items but they constitute a big potential market for consumer goods, luxury items and modern amenities. With shifting dynamics of the presentday market situation, it is turn of the rural consumers to dictate terms. This reinforces need for marketers to formulate a welldesigned strategy i.e., adapt 4P's of marketing according to 4A's i.e., Awareness, Acceptability, Availability and Affordability of rural marketing to feel the pulse of the rural consumer and tackle the mystic rural market. The present research attempts to analyse penetration of various consumer durables in Malsian area of Jalandhar. The primary data was collected from 450 farmers of Malsian area. In addition their ownership of various local, national and MNC brands was found to exist. TVs, refrigerator, washing machines, fans and sewing machines of national companies were preferred while mixer-grinder, CD/DVD, coolers and iron of local brands were liked more. This apart multinational brands of TVs, washing machines, CD/DVD and to some extent refrigerators were also bought in substantial measure. This analysis provides an indication of opportunity available to rural retailers for various consumer durables and the preferred brands.
Consumer durables, rural marketing, rural advertising
