Abstract:Rural marketing involves delivering manufactured or processed inputs or services to rural producers or consumers. A rural market can be defined as any market that exists in an area where the populatio...Rural marketing involves delivering manufactured or processed inputs or services to rural producers or consumers. A rural market can be defined as any market that exists in an area where the population is less than 10, 000 people. Rural marketing engage in delivering product and services to the rural consumers to meet the vast unexploited rural market. It is a function which manages all the activities involved in assessing, stimulating and converting the purchasing power to effective demand for a specific product and service. A complex set of factors influence rural consumer's behaviour such as political, social, economic and technological factors. Rural consumers are highly influenced by several demographic factors and personal factors, which lead to prefer basic offerings, durable products and brand loyalty based on past experience. Rural Consumers five stages purchase decision process gives immense idea about the insight to rural consumer behaviour. Thus it is important to study the thought process of the rural consumer purchase decision so that marketers can successfully reach this huge untapped segment. The study of rural consumer behaviour in Indian markets is an attempt which provides a comprehensive framework for developing different strategies by the marketers to sell their products in rural areas as they provide enormous opportunities to companies which are highly promising.Read More
Publication Year: 2015
Publication Date: 2015-01-01
Language: en
Type: article
Access and Citation
AI Researcher Chatbot
Get quick answers to your questions about the article from our AI researcher chatbot