BUSINESS ADMINISTRATION IN INDIA

Strength for Today and Bright Hope for Tomorrow

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Volume 1:1 December 2019

Managing Editor and Publisher: M. S. Thirumalai, Ph.D.

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Some Aspects of Marketing in Rural India

Sri Vikram V., M.B.A. (Marketing)

Abstract

Marketing products in rural India is a fascinating experience. Apart from cost consideration, aspects of beliefs, cultural practices, kinship relations, community relations, etc. play an important role. Seeking a fashionable product is also earnestly done. Change in living conditions bring in a variety of demands for a variety of products. In this paper, a brief descriptive analysis of marketing concepts is presented, based on my field trips in Tenkasi District of Tamilnadu, India. Traditional concepts of marketing such as the following are used to describe the ongoing processes of marketing process in rural India: Production concept, Product, Selling concept, Marketing concept and Societal marketing concept (https://oxidian.ch/en/the-five-marketing-concepts-explained/)

Keywords: marketing, rural, India, beliefs, products

With rapid semi-urbanization of rural areas in India, marketing often assumes that products meant for urban areas are equally valid and in demand in semi-urban and rural areas. Products specific to rural areas are not specifically produced in most cases. However, one also notices that what is popular in rural areas, particularly in food and garments, are marketed with appealing advertisements for sale in urban areas. The list of items such as paint and cement are identical both in rural and urban areas. Rural residents generally adjust themselves to this situation, and yet they do make suitable changes.

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.

Sri Vikram V., M.B.A. (Marketing)
Associate, Asian Paints
Srivikram.v@asianpaints.com
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