Dynamics Of Diverse Rural Marketing Strategies On Consumer Behaviour

Abstract

Rural Marketing is one of the prominent and growing domains the corporate world for the delivery of superior services to the villagers and rural segment. In this aspect, a number of companies are working with full passion. In this research work, the awareness level of the rural sector in India is investigated with the live case studies and data interpretations. The rural india is now growing to a huge extent with its superior and effective involvement in the global products. A number of corporate organizations are delivering the services in all corners and dimensions of rural sector. The size of the prize in hinterlands of India is on the rise. Rural India accounts for about 50 per cent of Indian GDP and nearly 70 per cent of the country s population. Since 2000, per capita GDP has grown faster in rural areas than in its urban centres: 6.2 per cent CAGR versus 4.7 per cent. Rural incomes are growing and consumers are buying discretionary goods and lifestyle products, including mobile phones, television sets and two wheelers: between 2001 and 2009, spending in rural India was $69 billion, significantly higher than the $55 billion spent by the urban population. Companies that recognize this enormous opportunity are experimenting with various go-to-market models to garner their share of this growth. But the results have been mixed. To understand why and what to do about it Accenture conducted a major research study of more than 100 companies to discover how successful companies are responding to the opportunities and hurdles. newlineAn efficient sales and distribution model is the most critical factor to achieve profitable and sustainable growth in rural markets: nearly 60 percent of the survey respondents ranked it as the top imperative. Our research found that a hallmark of success in rural India is overcoming challenges in the three stages of the consumer lifecycle reaching, acquiring and retaining the rural customer. In terms of reaching the rural consumer, the biggest obstacles facing companies are inadequate distrib