A Study of Rural Marketing in India

Abstract:

In this paper an attempt has been made to analyses the rural marketing economy of India. Indian consumer’s durable market is divided into urban and rural markets. Rural marketing is about managing the activities concerned with calculating, motivating and converting the purchasing potential of rural people into real demands for special products and services and making them available to people living over there to create and enhance satisfaction and to promote standard of living and helping a firm to achieve success. In India except few metropolitan cities all the districts and Industrial Township are linked with the rural market. The rural market cannot be regarded as a distinct entity in itself and it is excessively dominant by the social, logical and behavioral factors operating in the country. According to the population census of 2021 nearly 70% of the country’s population lives in rural population consumes around 60% of the total manufactured goods, especially products coming from the FMCG sector. The Indian rural market generates about 50% of the country’s gross domestic product (GDP). Therefore, the future of rural markets is very promising and its size will surely increase in coming years.