A STUDY OF RURAL MARKETING IN INDIA

Dr. Rubina Pathan Panchal

Abstract


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. But often, rural marketing is confused with agricultural marketing the latter denotes marketing of produce of the rural areas to the urban consumers or industrial consumers, whereas rural marketing involves delivering manufactured or processed inputs or services to rural producers or consumers. This research paper also explains the present scenario of Indian Rural Market, Evolution of Rural Marketing, Growth of Rural Marketing and reasons for improvement in Rural Markets.

Keywords: Agriculture, Consumer, Indian Rural Market and Rural Marketing.


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References


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http://www.mbauniverse.com/ruralmarket.php

http://www.ibef.org/economy/ruralmarket.aspx

http://www.ibef.org/artdispview.aspx


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