Published Paper Details:

In recent years Indian rural market has acquired attraction and attention of Companies as 70% of Indian population reside in 6, 50,000 villages and largely growth of Indian economy has led to significant increase in the purchasing power of the rural communities. Among all the revolutions for the farmers the green revolution has led to change in the consumption pattern of the rural areas to purchase the large quantities of industrial and manufactured products. The rural markets are offering opportunities in the form of large untapped market, increase in literacy level, increase in disposable income and large scope for penetration. To gain from these opportunities, a special marketing strategy has emerged called Rural Marketing. There are many hurdles in tapping the rural markets. So the Rural Marketing has concentrated on promotion in rural markets that requires the special measures due to social and backward conditions. The most influencing part of promotion strategy is to play a challenging role in rural promotion by personal selling, the word of mouth, opinion leaders, Mass Media etc. This study reveals about various reasons to enter rural markets and promotional strategies used in the rural market by companies.