Assistant Professor, Shree Atam Vallabh Jain College, Ludhiana, India
Online published on 3 June, 2015.
In the recent years rural market have acquired significance and attract the attention of marketers as 68.84% population of India reside in 6, 38,000 villages and overall growth of economy has resulted into substantial increase in the purchasing power of the rural communities. However, it is not that easy to operate in rural market because of several problems such as underdeveloped people and underdeveloped markets, lack of transportation and other infrastructure facilities, Inadequate Media coverage for rural communication etc. Thus the paper describes the challenges posed to marketers by rural markets and rural consumers and also suggest various measures for effective rural marketing practices in India.
