Document Type : Primary Research paper
Assistant Professor – MBA, Nehru Institute of Technology, Coimbatore
The nature of rural market in India is vast and scattered. Rural marketing is
considered to be in its growth stage, as about 70% of India's population lives in rural areas.
The country has more than 600,000 villages as against to 300 cities and 4600 towns. It is the
major reason why almost all players, both National and Foreign, are thronging the rural
The rural markets show different patterns in consumer behaviour compared to
the urban population. In rural marketing, word of mouth plays a prominent role in carrying
the brand / product to consumers.
Companies are using the market opportunity very well and their growth & success
stories are very much visible. The companies have tasted success because of their better
understanding of the character of the rural market, the opportunities & challenges it poses.