Rural Marketing: Challenges, Opportunities and Strategies
Dr. Satish Modi *
Journal Title:International Journal of Multidisciplinary Approach & Studies
In recent years, rural markets have acquired significance, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. On account of green revolution, the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing has emerged. Rural marketing represents the heart of India. Although the Indian rural market, with its vast size and demand base offers great opportunities to marketers; yet there are several difficulties confronting the effort to fully explore rural markets.