This highly practical and informative book provides unique insights into the essential features of rural markets in India as well as 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 to illustrate how social and cultural habits influence rural consumer behavior. The book contains comprehensive insights into: The nature and patterns of rural behavior 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 The importance of rural market institutions such as haats and melas Emerging channels to access rural market products
Author(s): Sanal Kumar Velayudhan
Edition: 2nd
Year: 2007
Language: English
Pages: 252
Contents......Page 8
Preface to the Second Edition......Page 15
Preface to the First Edition......Page 17
Rural Marketing......Page 20
Profile of the Rural Market......Page 41
Rural Consumer......Page 58
Researching Rural Markets......Page 81
Value Offering......Page 95
Communicating in the Rural Market Landscape......Page 111
Communication......Page 126
Operationalising Communication Strategy......Page 137
Retailer as a Route to the Rural Market......Page 164
Haats, Melas and Mobile Traders......Page 182
Access the Rural Consumer......Page 196
A Competitive Strategy for Rural Markets......Page 212
Appendix......Page 241
Bibliography......Page 243
About the Author......Page 251
