Introduction to Rural Marketing 1st Edition 2017 by Chetan Bajaj, Nandini Bajaj, Veena Shenoy
The world is currently witnessing an economic downturn. Indian Economy however, continues to grow at a healthy rate of over 7% p.a. India remains the only bright spot among the major economies of the world. Even as Indian economy fuels the global economy, the Indian growth story largely depends on its rural markets, which act as the key growth drivers. As India and China powered the global economy during the last decade, rural India and rural China scripted the growth stories of these giant countries.
But, amidst these traditions and orthodoxy, we find startling innovations: mud coolers and mud refrigerators and spoons made from jow.ar and bajra, which can be used for eating and later on consumed. Diesel engines are being used for multiple purposes from running a pump-set to pulling a bullock cart to operating a Tractor. Washing machines used for making Lassi. The list is endless.
The challenges are enormous. Lack of road connectivity, absence of power supply, illiteracy, floods during monsoons, poor transport, lack of telecommunication and Internet facilities.
The rural landscape is a kaleidoscope of colourful festivals and celebrations. Fairs and festivals mark the calendar.
Marketing in this fascinating rural environment is very exciting and challenging. Products have to be redesigned, pricing strategies have to be innovated, new promotion tools have to be developed and marketing strategies have to be adopted for the myriad range of markets. This book seeks to capture the story in all its depth and glory.
- Author:Chetan Bajaj, Nandini Bajaj, Veena Shenoy
- Binding Type:Paper Back
- ISBN:9789386070951
- Total Pages:512
- Publishing Year:2017
- Language:English
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