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A vast majority of India lives in villages. With the change
in the size of demand of products, based on the
geographical factors, the corporate circle of India has
been compelled to give their attention to the markets in the
rural India. The markets which were hitherto, ignored and
untapped by the corporate world, gained prominence
because of the simple reason of its vast potentiality and
the run away success of certain consumer goods which
were targeted to the consumers in the urban markets for
several decades. Much confusion has been associated, in
fact with the word rural as there is no accepted definition
for the term and the perceptions of many do for
significantly. For some, rural means the places with less
than one lakh population. National Council of Applied
Economic Research (NCAER) considered income as a
basis to establish the rural segment. It has taken the
groups with income levels of less than Rs. 11,000 per
annum as representatives of rural segments. To some, it is
smaller towns and areas having population of less than
10,000 persons. Likewise, the definitions of rural markets
vary from company to company. This confusion leads to
distorted understanding of the problems of rural
marketing, poor diagnosis and more often than not poor
prescription. The paper contributes the different
perspectives and ideas containing various marketing
strategies for the corporates planning to enter into the
rural markets.
Sandhir Sharma. (2005) Marketing Strategies in Rural India – Lessons for Asian Nations, Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-03, Issue-1.
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