Rural Market Environment

  • Harshit Sharma Research Scholar, Department of Commerce, Dr RML Avadh University Faizabad, U.P.

Abstract

The majority of Indian population undoubtedly lives in rural parts of the country. This large size, high market potential population is often neglected and remains unexplored comparing with its counter urban population. The present rural population lures multinational companies to market their products that records positive metamorphosis demanding many problems to be tackled in rural marketing. The concept of rural market in India is still in evolving shape and the sector poses variety of challenges. The present paper shall highlight the structure of rural marketing environment in order to identify the challenges that would be faced by the marketers in rural area. The respondents from different income groups rank the problem of purchase and their consensus is examined in detail. Key Words: Rural market, Challenges, Marketing Environment

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Published
2018-05-28
Section
Review Article