Marketing Strategies in the Rural Areas of India
Thimmaiah Bayavanda Chinnappa1, N. Karunakaran2
1Thimmaiah Bayavanda Chinnappa, Assistant Professor, People Institute of Management Studies (PIMS), Munnad-Post, Chengala (Via), Kasaragod, 671541, Kerala, India.
2Dr. N. Karunakaran, Principal and Research Guide in Economics, People Institute of Management Studies (PIMS), Munnad-Post, Chengala (Via), Kasaragod, 671541, Kerala, India.
Manuscript received on 13 January 2022 | Revised Manuscript received on 20 January 2022 | Manuscript Accepted on 15 May 2022 | Manuscript published on 30 May 2022 | PP: 77-78 | Volume-2 Issue-1, May 2022 | Retrieval Number: 100.1/ijef.B1393116321 | DOI : 10.54105/ijef.B1393.02010522
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© The Authors. Published by Lattice Science Publication (LSP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
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 brands, all products, all sizes and all variants at all times. This paper attempts to analyze the plausible strategies that are successful in the rural markets.
Keywords: Marketing; rural; strategy; India.
Scope of the Article: Economics