Rural Marketing in Globalized Era (The most Compelling Charm for Producers)

M. Sivakumar ()
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M. Sivakumar: Lecturer, Dept. of Management Studies, PSNA College of Engineering and Technology, Dindigul, Tamilnadu.

Journal of Commerce and Trade, 2006, vol. 1, issue 1, 53-58

Abstract: Rural Marketing is an important part of economic growth in this global era. In India, the rural markets are explaning at such rapid pace that they have overtaken the growth in urban markets. It is emerging staranger with a gradual increase in disposable income of the rural folk. The buying behaviour demonstarated by the rural Indians differ tremendously in comparison to the urban Indians.The buying decisions are highly influenced by social customs, traditions and beliefs and purchasing power of the consumers. While planning promotional strategies in rural markets, marketers must be very careful in choosing the tool tobe used for communication. The unique consumption patterns, taste and needs of rural consumers should be analyzed. It needs to involve more intensive personal selling efforts. To look at the challenges and opportunities in the globalized era. It is compulsory to understand the dynamics of rural markets and to exploit them.

Keywords: stress; employee attraction; pressure; turnover; retention strategies (search for similar items in EconPapers)
JEL-codes: A0 C0 (search for similar items in EconPapers)
Date: 2006
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