Rural Marketing Strategies for Selling Products & Services: Issues & Challenges
Vikas Singh
Research Scholar, Dept of Management, Sai Nath University, Ranchi
Dr. N P Sharma
Director, Nimbus Academy of Management, Dehradun
Download PDFAbstract
Rural markets offer a great scope for a concentrated marketing effort because of the recent increase
in the rural incomes and the likelihood that such incomes will increase faster because of better
production and higher prices for agricultural commodities. Rural Marketing is a developing
concept, and as a part of any economy has untapped potential; marketers have realized the
opportunity recently. Improvement in infrastructure and reach promise a bright future for those
intending to go rural. Any macro-level strategy for these markets should focus on availability,
accessibility and affordability. Focused attention needs to be paid to market research that goes
on to reduce the uncertainly in dealing with these markets. More specifically, in relation to rural
areas, demand is seen to a very highly price elastic. There is no doubt that divides do exist between
urban India and rural India. This paper discuss the rural marketing and its strategies and also
focus on issues and challenges for selling products & services.
Keywords: Rural Market; Marketing; Strategy; Services
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