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Asian Journal of Research in Social Sciences and Humanities
Year : 2011, Volume : 1, Issue : 3
First page : ( 54) Last page : ( 64)
Print ISSN : 0000-0000. Online ISSN : 2249–7315.

Rural marketing: determinant for sustainable business growth In India

Singh Hardeep*Assistant Professors, Training & Placement Officers, Singh Bikram Pal**Assistant Professors, Training & Placement Officers, Kaur Jaspreet***M.Tech Scholar

* Department of Training & Placement, Ferozepur College of Engineering & Technology (FCET), Punjab Technical University (PTU), Jalandhar, Punjab, India.

** Department of Training & Placement, Global Institutes, Amritsar, Punjab, India.

*** Department of Electronics and Communication, Amritsar College of Engineering & Technology (ACET), Amritsar, Punjab, India.

Online published on 30 November, 2011.

Abstract

Purpose

To highlight the effectiveness as well as success of rural marketing initiatives towards the sustainable business growth at all levels in India.

Research Methodology:

Research methodology used as conducted in this research paper is based upon real data – primary and secondary as well. Personal Interview Method, Telephonic Interview Method and Questionnaire Method have been used. Some support persons who were quite familiar with rural marketing practices had been additionally interviewed.

Findings

Rural marketing, now days, is becoming a committed concept to achieve inclusive sustainability in business, social justice, equality and the opportunity for the development of the nation. Rural marketing is increasing day by day

Limitations

There had been some problems in getting information from respondents as they were interviewed in a very short time and a few of them were quite busy to give proper thought to the questions. The indifferent or unsupportive attitude of some respondents while responding to the questions also affected the final findings.

Type of Research Paper

The type of research paper lies in the real work done by conducting interviews and surveys in the real market with the research personnel as well as with rural managers through specially framed questionnaires and interviews. In this paper we have mainly discussed the effectiveness as well as contribution of rural marketing towards the sustainable business growth in India To give this paper a real look we have also discussed some real empirical studies also.

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Keywords

Business Growth, Development, Marketing, Rural, Sustainability.

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