This highly practical and informative book provides unique insights into the essential features of rural markets in India, as well as the challenges posed by the rural consumer. Retaining the managerial perspective of the first edition, this second edition has been thoroughly revised and expanded and examines in more detail the concept of rural markets and rural marketing. It also contains numerous short cases throughout to illustrate how social and cultural habits influence rural consumer behaviour. The book contains comprehensive insights into: the nature and patterns of rural consumer behaviour; a detailed profile of the rural market; the opportunities available in rural markets and new methods used to access the rural consumer; strategic decisions for new product development; promotion, distribution, communication, and channel servicing decisions; and, emerging channels to access rural market products.
SAGE Publications India Pvt, Ltd.
Targeting the Non-Urban Consumer
Management & Computers /