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A Study on the Paradigm Shift in Consumer Behaviour of Rural India Dr. Kumar Shailendra Assistant Professor, Department of Management, Sikkim University, India. kumar.shailendra08@gmail.com Online published on 15 June, 2017. Abstract Rural India is growing and this is evident from the increase and change in the consumption pattern of the rural people. Considering that rural India comprises of 41% of India's middle class and accounts for 58% total disposable income accounting for consumption and with approximately 7 out of 10 consumers residing in rural India, the rural buyers are spurring growth and driving demands. The companies of late have started recognizing the potential of the rural market. They have started focussing on the changing tastes and demand of the new modern rural consumers. The modern rural Indian consumers have also started making demands for those premium products which were earlier exquisitely meant to cater the demand of the niche urban market. Hence a proper Marketing strategy is the need of the hour. The paper aims to study the potential of the rural market and the marketing strategy to be adopted for this market. The paper will also explore why the rural market is different from the urban market and why the marketing thumb rules and strategies meant for the urban market may not work for the rural market. Top Keywords Disposable Income, Marketing Strategy, Rural-Marketing, Consumer Behaviour. Top | |
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