Marketing Consumer Durables in Indian Rural Market

Abstract

Indian rural market has always been complex to forecast and consists of special uniqueness. The concept of rural market in India is still in the evolving stage. This sector poses a variety of challenges. However, many companies were successful in entering the Indian rural market. They proved with proper understanding of the market and implementation of innovative marketing strategies. It is possible to explore and conquer the Indian rural market. It is very difficult for the companies to overlook the opportunities they could exploit from rural market. As two thirds of Indian population live in rural areas, this huge potential and booming market can not be ignored by any marketer. They have to overcome certain challenges, converting them as opportunities and to become successful. With this, the present paper aims at scanning the rural market status in India highlighting the opportunities and challenges of rural marketing in India and the strategies that a marketer can incorporate with respect to consumer durables.

Keywords

• rural marketing
• consumer durables
• rural market potential
• rural consumer behavior