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INTERNATIONAL JOURNAL OF CREATIVE RESEARCH THOUGHTS - IJCRT (IJCRT.ORG)
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ISSN Approved Journal No: 2320-2882 | Impact factor: 7.97 | ESTD Year: 2013
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Prof. (Dr.) R. K. Ghai,Mr. Sunil Dutt Sharma
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Keywords
Key words: Purchase Decision, Rural Consumers, Low Per Capita Income, Socio-economic Backwardness & Underdeveloped Markets
Abstract
The rural market has been growing constantly over the years. The challenges of rural marketing are perpetuating. The vast market demands good marketing strategies to design a win-win situation for all the groups in the rural marketing chain. Rural markets are a time-consuming affair and demand substantial investment. Consumers in rural areas have a relatively low standard of living, and rural customers have diverse socio-economic backwardness. Price is the most crucial factor that influences the buying decision of a customer in a rural market. They can compromise on quality for a lower price and magnet towards discounts and sales. Buying decision process defines the rudimentary stages that a consumer goes through while he decides to buy a product. Purchase decision of a rural customer is determined by his lifestyle, his values, and personality. Challenges in the Indian Rural Markets are Underdeveloped People, Underdeveloped Markets, Unprofessional Communication, Multilingual, Low Per Capita Income & Poor Infrastructure Facilities.
This research study refers to a deep analysis of rural market in-terms of rural market strategies practiced by Four established companies belong to different industries namely ITC, HUL, LG, Nokia to tap the rural market and behaviour of rural consumers. This study has been conducted in Four selected rural districts of Madhya Pradesh state of India that is the central province of the country.
IJCRT's Publication Details
Unique Identification Number - IJCRT2307841
Paper ID - 241875
Author type - Indian Author
Page Number(s) - h144-h158
Pubished in - Volume 11 | Issue 7 | July 2023
DOI (Digital Object Identifier) - http://doi.one/10.1729/Journal.35576
No Of Downloads - 113
Author Country - India, 250005, Meerut , Meerut , 250005, Management All
Publisher Name - IJPUBLICATION | www.ijcrt.org | ISSN : 2320-2882
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Prof. (Dr.) R. K. Ghai,Mr. Sunil Dutt Sharma, "Indian Rural Market: An Empirical Study", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.11, Issue 7, pp.h144-h158, July 2023, Available at :http://www.ijcrt.org/papers/IJCRT2307841.pdf
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