Market and Marketing Strategies in the Rural Areas of India

Abstract

Rural Markets are characterized by the presence of very high store loyal and person, individual loyal, consumer prospect base. More pertinent between the two loyalty basis are store-loyalty based consumer prospect. The stores offer everything from a pen to a piano-commonly referred to as the “High-End” stores in the urban markets. By contrast, these stores have no great ambience to offer nor have any shelf space. But tucked among in every nook and corner, are reputed and power brands such as the “Lux International”, the “Sunsilk Shampoo”, Nescafe”, and a whole host of sanitary towels. There is no question of any marketers fighting for neither shelf space nor visibility but a very important aspect is that the marketers ensure availability of all products, brands, and sizes at all times. This paper attempts to analyze the plausible strategies that are successful in the rural markets.