INNOVATION IN RURAL MARKETING

1) Arora Pankaj (2013) states that bringing innovative technology to the rural market embodies three major themes they are value creation among the consumers, speed i.e. the high quality products have to be produced in a shorter span of time and entrepreneurship skills have to be developed among the producers and he also says that brining in the IT enabled services in the rural development makes the work more systematically. 2)Sakharale et al. (2013) said the principles and the practices of the innovation to be adopted in the rural market and the need, lifestyle and the consumer behavior of the rural consumers have to be understood and they also says that the product ,pricing, promotion and distribution strategy should make the product value proposition attractive and it should be relevant to the rural consumer markets. 3) Knickel Karlheinz et al.(2009) states that innovation system are to facilitate change and adjustments hence appraisal of innovation system and process is an important thing and he said that we should try to improve our understanding of innovation systems and process, should provide in-depth analysis ,should review the knowledge available and should analyze the adequacy of the public innovation policies. 4) Desai Shahaji Seema said that rural markets have the characteristics of huge potential for marketers, but they posses several challenges to serve them like similar set of marketing mix used in urban settings. Some challenges in rural marketing are: Physical distribution, Channel management, Promotion and communication, Poor infrastructure, Uneconomical market size, Diverse socio-economic Consumer profile. Hence she suggests that marketers need to design creative solutions to achieve success in rural markets. The problems of physical distribution and channel management adversely affect the quality of service (delivery) and cost. 5) Ekholm Tommi et al.(2007)says that affordable modern energy should be improved in order to develop the living standards of the rural households in India standards, in particular, all almost households are reliant on traditional biomass for their basic cooking energy needs. This has adverse effects on their health and productivity, and also causes environmental degradation. The innovation approaches should analyzes the determinants of fuel consumption choices for heterogeneous household groups, incorporating the effect of income distributions and traditionally more intangible factors such as preferences and private discount rates. The innovation should be used to develop alternate future scenarios that explore how different policy mechanisms such as fuel subsidies and micro-financing can enhance the diffusion of modern, more efficient, energy sources in India.

RURAL MARKETING
REVIEW OF LITERATURE TOPIC: INNOVATION IN RURAL MARKETING

SUBMITTED BY: REENA.F 12-PCO-38