| Popis: |
Rural markets offer vast opportunities to marketers due to the different profile of rural consumers, large and scattered rural population, and higher purchasing capacity which impact their decision-making. Over the past decade, there is a visible change witnessed in sales of branded daily needs in the rural segment. Despite farm distress and stagnant incomes, consumption of consumer goods has grown at a slower pace in rural places than in urban areas. The entry of smartphones and the massive reach of telecommunication and media have set a new standard in rural marketing which is quite challenging for marketers to meet. Today, consumption pattern in rural India is outpacing which is a positive sign for marketers, hence marketers not only need to understand the purchase process in rural markets but also they need to encourage rural people by effective communication and pricing strategy to convert their purchasing power into buying decision to improve their standard of living. Since Indian marketers as well as multinationalsare approaching towards the rural market, will the ‘Go rural’ slogan be the new motto of marketer’s? The research paper is an attempt to analyze the buying pattern of rural consumers and their purchase decision. The findings can be adopted by marketers to meet the demands of new liberalized rural business development. |
