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There has been paradigm shift in development in governance while the world economic scenario has undergone a metamorphic change. The economic forces in the context of new policy regime, economic liberalization and globalization have impacted the economy and society. Over the period of time, there has been paradigm shift in Indian marketing too. The market has saturated from urban to rural areas as rural India has emerged as a sleeping giant in the marketing context. Indian Rural markets comprise of about 12 per cent of world`s consumers and pose enormous potential for marketing of goods and services. There has been higher growth rate in marketing of goods and services in rural India as compared to urban market in the globalized and liberalized era. Though, marketing potential exists in rural India, however, the challenges emerge for distribution and retailing of goods and services due to widely scattered markets. There are traditional as well as modern practices of marketing of goods and services in rural India. These include traditional markets such as rural haats/sandies, mobile traders, fairs, and as well as modern markets such as shops/retailers etc. In order to penetrate and enhance market share as well as improve the brand image of various products and services, it is imperative to study carefully the existing markets and explore the emerging markets for exploiting the market potential. With the change in marketing strategy and focus of marketers, the study of traditional markets such as haats and fairs is imperative as they have shown enormous potential for brand promotion, product demonstration, product counseling, marketing research and selling of goods and services. The present book highlights the theoretical perspective of rural marketing in India and focuses on dynamics of consumer behavior in traditional markets ahaats and fairs. The book provides an empirical research on the dynamics of rural distribution and retailing alongwith depth analysis of retail business in India. It is hoped that the book will be highly useful for the management students, researchers and marketers who are really interested in rural marketing.
ISBN 9788182873208
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Pages : 217
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