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Date Added: 09 / 17 / 2013
Category: Business and Marketing
Words | Pages: 3837 | 16
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View Full Essay Volume 3, Issue 1, January 2013

ISSN: 2277 128X

International Journal of Advanced Research in Computer Science and Software Engineering
Research Paper Available online at: www.ijarcsse.com

Rural Marketing Potential in India – An Analytical Study
Anil Kalotra Assistant professor, Department of management Studies, HMR institute of technology and management, Hamidpur , Delhi-110015 Abstract: Fast pace of technology advanced every sphere of social, economic, political cultural life, produce, reduce costs, distribute, and expect higher profits. The focus is on tapping the rural markets. Urban markets have saturated lied to look rural markets. This paper presents a review of rural markets‟ environment, Problems and strategies in India. Rural marketing has become the latest mantra of most corporate even MNCs are eyeing rural markets to capture the large Indian market. The rural market consist 70 percent population, twice as entire market of USA and would become bigger than total consumer market in countries like South Korea, and Canada in another 20 years. Using primary and secondary data collected from various market segments. It exhibits linguistic, regional and c u l t u r a l diversities a n d economic d i s p a r i t i e s . Increase in purchasing power fuelled lot of interest, several companies are exploring cost effective channels like HUL/ITC/Colgate/Godrej/Nokia/BPCL. Keywords: Rural Marketing, Rural Mindset, Rural Market Potential, RM Levels. I. Introduction 742 million Indians constituting 138 million households reside in 6, 38,365 villages (Census, 2001). the size of rural market itself speaks of its potential. The current marketing environment and economic scenario have brought the corporate under contemporary roofs of modern India, which is challenging the current standards of segmenting, targeting and reaching the customers. Realistically, India as a nation has come a long way from the place where only urban population which constitutes 20 per...