Innovative Practices in Rural Marketing: An Indian Perspective.

Abstract

Villages constitute the integral part of any nation. They are even more important in the Asian and African context, where majority of the population lives in villages. A marketing innovation is all about introducing significant changes in product design or packaging, product placement, product promotion or pricing. It involves leveraging on the marketing mix namely product, price, place and promotion to bring positive changes. Rural marketing is all about planning and implementing marketing function for the rural areas. The key to succeed in rural market always depends on how efficiently you can comprehend the psychology of rural consumers and their needs. The rural market in India is vast and scattered. It offers a plethora of opportunities in comparison to the urban sector. Primary aim of the study is to assist the marketers who are interested in rural markets. The researcher has studied the emergence of rural markets in India context and the possible challenges and issues that will be faced by the companies trying to enter Indian rural markets. The study has also looked in to the innovative and successful marketing practices of the existing players in rural India and their by evolving some successful strategies that can be adopted. Developing a model to encourage successful rural marketing is also an objective of this research. In Indian perspective innovations in rural markets should be based on 4 As namely: Awareness, Acceptability, Affordability and most importantly Availability. Exploiting new ideas should always lead to creation of new product or service which lowers the cost at the same time has the potential to meet the demand.

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