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A Study On Retail Fmcg Marketing In Rural India

Author

Listed:
  • Shambhavi Tamrakar
  • Bharti Venkatesh

Abstract

Rural marketing is a vast and developing area and when its comes to exploring rural market, it has a great future possibility to expand the market . FMCG sector in India is the fourth largest in the economy & none of the FMCG companies would like to miss this opportunity, it gives an immense growth possibilities. Characteristics like low income ,illiteracy , heterogeneity ,scattered population are making it a bit unattractive but still it has a huge scope of penetration as government are now launching various schemes to uplift the rural India to get them pace with the current scenario of technological advancement . FMCG companies are also adopting various marketing strategies and approaches to penetrate in to rural market and have win -win situation. This paper tries to understand what rural market are? Its origin, characteristics, contribution to economy ,challenges and future prospects. Key words: Rural market, EMCG, retail, marketing

Suggested Citation

  • Shambhavi Tamrakar & Bharti Venkatesh, 2015. "A Study On Retail Fmcg Marketing In Rural India," Working papers 2015-09-12, Voice of Research.
    • Handle: RePEc:vor:issues:2015-09-12
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    Keywords

    rural market; emcg; retail; marketing;
    All these keywords.

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