What differentiates the two markets is not mere income, but a host of other infrastructural &socio-cultural factors. Thus, the rural market cannot be tapped successfully with an urbanmarketing mindset & would definitely require its thorough understanding. In other words, theapproach toward rural markets needs to be distinct from the one adopted for the urban markets.Thus, in a large rural economy like India’s, rural marketing has emerged as an important &distinct internal sub-division within the marketing discipline. This sub-division clearlyhighlights the differences between rural marketing & mainstream marketing.
Table of contents
1)Rural marketing 32)Evolution of rural marketing43)Nature of rural market84)Rural marketing transactional or developmental95)Classification of rural consumers116)Roadblocks of Indian Rural Markets127)Attractiveness of rural market142