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Rural Marketing in India after the Economic Reforms


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  • Product Description

The rural marketing of India started showing its potentials in the late 1980’s with a consumer boom triggered by a combination of economic and social factors such as good agriculture, policy of liberalization and the impact of mass media causing changes in social values. The changes blurred the urban –rural divide. While most of the empirical studies are concentrated on the opportunities and challenges of rural marketing in India. Not many of the researchers in the area attempted on the impact of liberalisation on Rural Marketing in India. The present study focusing on the trends and growth of the rural marketing and rural consumer behaviour under the influence of globalisation process. The study is based on both primary and secondary data. The primary data were collected on variable such as household consumer durables, household consumer food items, household non food items, agriculture inputs and machinery and services from the consumers and traders. The study shows that Rural Markets are the new markets which are opening up for most of these packaged goods, they are able ward off competition, generate a new demand and in turn, increase their sales or profits.

Product Specifications
SKU :COC70013
AuthorHuchhe Gowda
Number of Pages400
Publishing Year2011-11-30T00:00:00.000
Edition1 st
Book TypeEconomics
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00
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