A STUDY ON RETAIL FMCG MARKETING IN RURAL INDIA

Shambhavi Tamrakar and Bharti Venkatesh

No 2015-09-12, Working papers from Voice of Research

Abstract: Rural marketing is a vast and developing area and when its comes to exploring rural market, it has a great future possibility to expand the market . FMCG sector in India is the fourth largest in the economy & none of the FMCG companies would like to miss this opportunity, it gives an immense growth possibilities. Characteristics like low income ,illiteracy , heterogeneity ,scattered population are making it a bit unattractive but still it has a huge scope of penetration as government are now launching various schemes to uplift the rural India to get them pace with the current scenario of technological advancement . FMCG companies are also adopting various marketing strategies and approaches to penetrate in to rural market and have win -win situation. This paper tries to understand what rural market are? Its origin, characteristics, contribution to economy ,challenges and future prospects. Key words: Rural market, EMCG, retail, marketing

Date: 2015-09
New Economics Papers: this item is included in nep-agr and nep-mkt
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