Abstract

A STUDY ON RURAL MARKETING IN INDIA

Dr. B. Donbosco*

ABSTRACT

India is a country of villages and farmers most of its population lives in villages and rural areas. As the rural population is economically backward, it becomes imperative that the educated, qualified professional assist the villages in the process of development so that the whole nation could achieve progress and prosperity. Recognizing the importance of rural development, Government of India started several initiatives like operation flood, green revolution etc. At the outset, the researcher would like to clarify that in this context, our aim is empowerment of SHGs in the rural marketing process. It implies that SHG members need not be producers. Among the many reasons identified for the failure of small enterprises, lack of market perception stands out prominently. Successful marketing means sustainability that there will be great demand for FMCG products, pharma, mobile phones in the rural markets. At the outset, the researcher would like to clarify that in this context, our aim is empowerment of SHGs in the rural marketing process. It implies that SHG members need not be producers. Among the many reasons identified for the failure of small enterprises, lack of market perception stands out prominently. Successful marketing means sustainability that there will be great demand for FMCG products, Pharma, Mobile phones in the rural markets.

Keywords: Economic, Rural marketing, SHG, Marketing Process, and Small enterprises.