 Marketing to Indian Rural Women: Challenge, Opportunity and StrategySudhanshu Sekhar Kar and Dhananjay Kumar Management and Labour Studies, 2008, vol. 33, issue 3, 396-409 Abstract: “The future lies with those companies who see the poor as their customers.†C. K. Prahalad There was a time when a rural consumer used to travel longer distance to consume particular branded goods and services. Only selected consumers consumed branded goods and services. But due to globalization the scenario has been changed. Now a customer is king and due to the economy, he/she prefers branded goods and services which give more value. Before globalization only big companies were able to capture the rural market to establish their brands and services. But in the present scenario the rural market is very critical for every marketer whether FMGG, IT or automobile brands. Women are the world's most powerful consumers. They are big spender, when we are talking about household items, corporate purchasing, or small business. This is not happening only in the urban but also in rural market. In the past, men used to take the decision to purchase any goods or services but now scenario has changed and mostly decisions are taken by rural women. The rural women are very sensitive and careful regarding their purchasing process. So marketers must know the perception and mindset of the rural women for survival of their products in the rural market. Date: 2008 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sae:manlab:v:33:y:2008:i:3:p:396-409 DOI: 10.1177/0258042X0803300306 Access Statistics for this article More articles in Management and Labour Studies from XLRI Jamshedpur, School of Business Management & Human Resources |
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