A Study on Problems in Rural Marketing

Abstract

The paper describes the problems of rural marketing in India. The rural market inIndian economy can be classified under two broad categories. These are the market for consumergoods that comprise of both durable and non-durable goods and the market for agriculturalinputs. In recent years, rural markets have acquired importance, as the overall growth of theeconomy has resulted into considerable increase in the purchasing power of the rural people andpreferences of rural people are also getting changed. So, every marketing player is keen to investin rural markets. Though there is huge potential and substantial growth opportunities in the ruralmarkets, yet there are some challenges too, which caused hurdles in tapping rural markets. Thisstudy is a step forward in exploring various strategies to be adopted in the rural market alongwith the current scenario of rural marketing, highlighting key challenges related to ruralmarketing.