A Study of Rural Marketing in India with Special Reference to Villages in Western Uttar Pradesh

Ashish Kumar Awasthi; Dr. Prashant Madan

doi:10.55524/ijirem.2022.9.5.48

Abstract

Companies are always willing to capture new markets and thus they tried to made things available to the villages and developed an infrastructure of supply chain. The media habits of rural consumers have a large influence on the effectiveness of rural marketing. Though all forms of media are used in rural areas, audiovisual media such as radio, television, and films are especially important due to low literacy rates. As a result, most marketers prefer mass media to reach rural audiences; however, mass media, while effective in urban areas, cannot be as effective in rural areas. This is primarily due to a lack of electricity and linguistic diversity. Before developing a communication package to deliver the product message to rural audiences, it is critical to understand the aspirations, fears, and hopes of rural customers in relation to each product category. Earlier rural market which was limited to agricultural products mainly now has been a market for so many goods.

Keywords

Rural Market segment, Villages market potential, marketing.

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Cites this article as

A. K. Awasthi, D. P. Madan, "A Study of Rural Marketing in India with Special Reference to Villages in Western Uttar Pradesh", International Journal of Innovative Research in Engineering & Management (IJIREM), Vol-9, Issue-5, Page No-323-326, 2022. Available from: https://doi.org/10.55524/ijirem.2022.9.5.48