Professional Documents
Culture Documents
Introduction 2
Reference 25
Abstract
Indian rural marketing has always been complex to forecast and consist of special
uniqueness. However many companies were successful in entering the rural markets.
They proved that with proper understanding of the market and innovative marketing
ideas, it is possible to bag the rural markets. It is very difficult for the companies to
overlook the opportunities they could from rural markets. As two-thirds of the Indian
population live in rural areas, the market is vast than expected. For the companies to
be successful in rural markets, the companies they have to overcome certain
challenges such as pricing and distribution. They found the way-out for the challenges
to become successful. They believed that it is patience which is important to gain loyal
customers than entering the rural with aggressive marketing. By introducing the
products in to rural markets, companies are not changing customers' tastes and
preferences but their habits which is most challenging and in which case if the
customer is dissatisfied, it will become more difficult to regain the trust or may be
never possible.
Introduction:
What is Rural?
The definition of the word rural in a market like India is very amorphous. There are multiple
versions of the same idea, which are followed by different entities. Even in the rural marketing
space, there is not one concrete definition. Different brands define rural according to their
product and service offerings. In a diverse market like India, which has a population of more
than 1.17 billion people (estimate till July 2009), the urban-rural divide is quite significant.
According to various studies, around 12.2 per cent of the worlds population lives in rural India,
this also indicates that 29 per cent of the worlds rural population lives here
According to the census of India, villages with clear surveyed boundaries not having a municipality,
corporation or board, with density of population not more than 400sq.km and at least 75 per cent of
the male working population engaged in agriculture and allied activities would qualify as rural. So,
from the above stated conditions, there are 6,38,000 villages in the country. Of these, only 0.5 cent
has a population above 10,000 and 2 per cent have population between 5,000 and 10,000. Around 50
per cent has a population less than 200.
But, FMCG and consumer durable companies are considering a territory as a rural market which has
more than 20,000 and below 50,000 population. According to them, class-II and class-III towns are
considered as rural. According to the census of India 2001, there are more than 4,000 towns in the
country that are categorized as Class II and III Towns based on the population. Size of rural market
is estimated to be 42 million households and rural market has been growing at five times the pace of
the urban market.
Rural Marketing
The concept of Rural Marketing in India Economy has played an influential role in the lives of
people. The rural market in India is not a separate entity in itself and it is highly influenced by the
sociological and behavioral factors operating in the country. Rural marketing determines the carrying
out of business activities bringing in the flow of goods from urban sectors to the rural regions of the
country as well as the marketing of various products manufactured by the non-agricultural workers
from rural to urban areas. The rural market in India is vast, scattered and
offers a plenty of opportunities in comparison to the urban sector. It covers the maximum population
and regions and thereby, the maximum number of consumers.
'Go rural' is the slogan of marketing guru's after analyzing the socio-economic changes in villages.
The Rural population is nearly three times of the urban, so Rural consumers have become the prime
target market for consumer durable and non-durable products, food, construction, electrical,
electronics, automobiles, banks, insurance companies and other sectors besides hundred per cent of
agri-input products such as seeds, fertilizers, pesticides and farm machinery.
However, the success of the product in the rural market is as predictable as rain. It has always been
difficult to understand the rural markets. Marketers need to understand the social dynamics and
attitude variations within each village. But by overcoming the challenges and looking into the
opportunities which rural markets offers to the marketers it is said that the future is very promising
for those who understand the dynamics of rural markets and exploit them to their best advantage.
Rural markets face the critical issues of Distribution, Understanding the rural consumer,
Communication and Poor infrastructure.
The marketer has to strengthen the distribution and pricing strategies. Improvement in infrastructure
and reach, promise a bright future for those intending to go rural. Rural consumers are keen on
branded goods nowadays, so the market size for products and services seems to have burgeoned. The
rural population has shown a trend of wanting to move into a state of gradual urbanization in terms
of exposure, habits, lifestyles and lastly, consumption patterns of goods and services. To expand the
market by tapping the countryside, many MNC's are foraying into India's rural markets. Among
those that have made headway are Hindustan Liver, Coca-Cola, LG electronics, Britannia, Colgate
Palmolive and the foreign invested telecom companies. These companies' foreseeing the vast size
and demand in the rural market cannot afford to ignore. Rural market accounts for half the total
market for TV sets, Fans, Pressure cookers, bicycles, washing soap and tooth powder where FMCG
products in rural products in rural markets is growing much faster than the urban counterpart.
2. Middle Class:
This class is about 300 million in size and continues goes on expanding. It forms the base for
demand of manufactured goods in the country. E.g. jute farmers in West Bengal and sugarcane
farmers in UP.
3. Poor:
This class is about 250 million in size. Their purchasing power is very low. E.g. poorest farmers of jawar
and bajra of Bihar and Orissa
IMRB (Indian Market Research Bureau) and NCAER (National Council for Applied Economic
Research) have made available a few studies based on which rural consumers profile can be arrived
at.
Literacy: 23% of rural Indian population is literate and people are getting added to this list
year after year. There are still some villages which are underdeveloped. Maximum education
is primary school or in some cases high school. To this group the marketing promotional
strategy to be adopted is demonstration of product features and advantages. Print media and
posters do not make any impact.
Income: An average rural consumer has a much lower income than his urban counterpart.
The disposable income has increased in the recent years to considerable extent. In spite of
this, the common traits of rural consumers are low purchasing power, low standard of living,
low percapita income and low economic and social positions.
Density: Rural population is scattered across 7 lakh villages. This implies that rural demand
is scattered and urban demand is concentrated.
Influencers: There are many reference groups in a village. These include teacher, doctor,
panchayat members, health workers, bank manager and co-operative board workers. These
influencers need to be kept in mind when a marketer decides on rural marketing.
Occupation: The main occupation is agriculture. The size and ownership of land determines
the basis for differentiation and consumption patterns.
Culture: Rural consumers are traditional in their outlook. They associate faster with messages
that match their cultural behavior.
Language: English is not a language of rural India. Hence a marketer should aim for
communication in the local language.
Media Habits: Television, radio, video and theatre are some of the traditional media that a
rural consumer identifies with.
The above are some of the factors that differentiate the rural consumer from his urban counterpart. A
marketer has to decide on all the above parameters while designing a marketing plan.
Changing profile of rural consumers
Rural consumers as studied are dependent on agriculture and were not very literate about products
and services available. This scenario is slowly changing due to increase in literacy and disposable
income.
Not long ago, rural consumers went to a nearby city to buy``branded products and
services". Only select household consumed branded goods, be it tea or jeans. Earlier, big companies
flocked to rural markets to establish their brands.
Rural markets today are critical for every marketer - be it for a branded shampoo or
a television. Earlier marketers thought of van campaigns, cinema commercials and a few wall
paintings to entice rural folks under their folds. Today a customer in a rural area is quite literate
about myriad products that are on offer in the market place, thanks to television. Many companies
are foraying into the rural markets and educating them on newer products and services.
The rural youth today are playing a far more significant role in influencing the
purchase decisions. They travel frequently out in the village and are the drivers of purchase decisions
regarding radios, television (black and white as well as color), automobiles and other goods. They
may not be the end customers but often are the people who influence the purchase of high value
products and they decide on which brands to choose.
Penetration levels of consumer durables in the rural sector have risen dramatically
in the last decade or so. Even the rural woman is coming out of the closet. She is exercising her
choice in selecting categories - the choice of brands may still be with the males of the household.
The prerogative of making the final purchase decisions stills rests with the chief
male. In other words, the chief wage earner syndrome still applies in the rural markets.
The most important element in rural communications is that the marketer has to integrate 3 things in
communication.
1. Exposure of a message
2. Trial or demonstration
3. Final sale.
There is minimal brand loyalty in rural consumers. This is mainly due to a bigger problem of brand
recognition. There are a lot of looks alike in the rural market. The challenge is to create
communication that would help the rural consumer in recognizing brands, logos, visuals, colors, etc.,
so that he or she actually buys the actual brand and not something else.
The rural markets are of diverse nature. There are people from diverse cultural, linguistic and
religious background. No two markets are alike and it is dispersed across India.
Shift towards rural markets are mainly because of saturation and competitiveness of urban
market. Marketers do not want to neglect this huge untapped market.
The incomes of rural customers are also increasing. As seen earlier disposable income of
rural consumers have increased and they spend on FMCG and consumer durables.
Rising literacy has generated a demand of life style products. Lot of youth move out of the
village and visit surrounding cities. They come back and influence decision making.
Cable television has also contributed to an increase in life style. The reach has increased and
marketers are in a position to promote their products much more easily,
The rural market may be attracting marketers but it is not without its problems: Low
per capita disposable incomes that is half the urban disposable income; large number of daily wage
earners, acute dependence on the vagaries of the monsoon; seasonal consumption linked to harvests
and festivals and special occasions; poor roads; power problems; and inaccessibility to conventional
advertising media.
However, the rural consumer is not unlike his urban counterpart in many ways. The
more marketers are meeting the consequent challenges of availability, affordability, acceptability and
awareness in rural market.
Availability:
The first challenge in rural marketing is to ensure availability of the product or service.
India's 7, 00,000 villages are spread over 3.2 million sq km; 700 million Indians may live in rural
areas, finding them is not easy. They are highly dispersed.
Given the poor infrastructure, it is a greater challenge to regularly reach products to the
far-flung villages. Marketer should plan accordingly and strive to reach these markets n a regular
basis. Marketers must trade off the distribution cost with incremental market penetration.
India's largest MNC, Hindustan Lever, a subsidiary of Unilever, has built a strong
distribution system which helps its brands reach the interiors of the rural market. To service remote
village, stockists use auto rickshaws, bullock carts and even boats in the backwaters of Kerala.
Coca-Cola, which considers rural India as a future growth driver, has evolved a hub and
spoke distribution model to reach the villages. To ensure full loads, the company depot supplies,
twice a week, large distributors which who act as hubs. These distributors appoint and supply, once a
week, smaller distributors in adjoining areas.
LG Electronics has set up 45 area offices and 59 rural/remote area offices to cater to these
potential markets.
Affordability:
The The second major challenge is to ensure affordability of the product or service.
With low disposable incomes, products need to be affordable to the rural consumer,
most of who are on daily wages.
A solution to this has been introduction of unit packs by some companies. This
ensures greater affordability.
Most of the shampoos are available in smaller packs.
Fair and lovely was launched in a smaller pack.
Colgate toothpaste launched its smaller packs to cater to the traveling segment and the
rural consumer
Godrej recently introduced three brands of Cinthol, Fair Glow and Godrej in 50- gm
packs.
Hindustan Lever has launched a variant of its largest selling soap brand, Lifebuoy.
Coca-Cola has addressed the affordability issue by introducing the smaller bottle
priced at Rs 5. The initiative has paid off: Eighty per cent of new drinkers now come
from the rural markets. A series of advertisement for this was rune showing people
from diverse backgrounds featuring Aamir Khan.
Acceptability: Next
challenge is to gain acceptability for the product or service.Therefore, there is a need to offer
products that suit the rural market.
LG Electronics have reaped rich dividends by doing so. In 1998, it developed a
customized TV for the rural market named Sampoorna. It was a runway hit selling
100,000 sets in the very first year.
Coca-Cola provided low-cost ice boxes in the rural areas due to the lack of electricity
and refrigerators. It also provided a tin box for new outlets and thermocol box for
seasonal outlets.
The insurance companies that have tailor-made products for the rural market have
also performed well. HDFC Standard LIFE topped private insurers by selling policies
worth Rs 3.5 crore in total premia. The company tied up with
1. Product:
A product is the heart of rural marketing. It is a need satisfying entity to a rural consumer. NCAER
has classified consumer goods into 3 categories. These categories cover most of the products from
Rs. 100 to Rs. 20000 and above.
Category I Category II Category III
Pressure Cookers 2-in-1 (mono) C TVs (S)
Pressure Pans 2-in-1 (stereo) C TVs (R)
Mono Cassette Recorders B and W TV (S) VCRs/ VCPs
Wrist watches (mechanical) B and W TV (R) Scooters
Wrist watches (quartz) Instant Geyser Mopeds
Radio/Transistors Storage Geysers Motor Cycles
Electric irons Sewing Machines Refrigerators
The hierarchy depends on the needs of the rural consumers. Most of the products under
category 1 are of immediate use to the family. Category 2 products reduce the strain of the
households and also act as a source of entertainment. Category 3 is a combination of means to
supplement income.
Rural branding aims at creating and disseminating the brand name so that it is easily
understood and recognized by the rural consumers.
In rural markets, brands are almost non-existent. They identify FMCG by three things:
1. Color,
2. Visuals of animals and birds and
3. Numbers.
So a 555, 777, hara goli, pila hathi, lal saboon, saphed dantmanjan are the kind of terms with
which they identify brands.
Hence it is very important for us to understand that a lot needs to be done in terms of
communications, media, marketing and branding. There are a number of cases which suggest that to
sell brands in the rural market, it is necessary to simultaneously educate the consumers. If you have
to create brand communication, marketing efforts must be supported by education.
The following have to be kept in mind while the marketer makes a decision on the product.
The product for the rural markets has to be simple, easy to use and provide after sales service
or maintenance.
The product has to be packed for low price and convenient usage.
The pack has to be easily understood by the rural consumer. The information on the pack is
preferred in local language communicating the functional benefit of the product.
2. Pricing
A rural customer is price sensitive and shops for value. This is mainly because of his lower
income levels than his urban counterparts. Hence the marketer has to find ways of making the
product affordable to the rural consumer.
Banks offer loans for tractors, pump sets, television sets and so on to make the product
affordable to a rural consumer.
Smaller unit packs are preferred in the case of FMCG products to offer at lower prices. The
product packaging and presentation offers scope for keeping the price low. Reusable packs or refills
are also preferred and are seen as value addition.
3. Placement or Distribution:
Distribution of products is one of the biggest challenges of rural marketing. There are CWC (Central
Warehousing Corporation) and SWCS (State Warehousing Corporations) set up in rural areas to
store and distribute products.
CWC and SWCs reach up to the district levels. The co-operatives are at the mandi level. The Rural
Godowns are at the village level wherein they are owned by panchayat heads. All these tiers provide
warehousing facilities only to their own members. Hence it is a big problem for a company to store
its goods in rural areas.
4. Promotion:
Communication to rural consumer is through organized media. More number of
rural consumer (~70%) listen to radio and many go to cinema. Rural communication can be through
Conventional media or through a nonconventional media. The most common conventional media
include: Print, Cinema, Television and Print. The Non-conventional media include: Theatre, Posters,
Hats and Meals.
The conventional media have excellent reach, less expensive and create a better
impact. But at the same time, it is not customized to each village and also offers unnecessary
coverage at times.
Low literacy rates, culture, traditions, rural reach, attitudes and behavior
are the other problems in rural communication.
An effective promotion should plan for a proper mix of media. This is very important
to create a mind share in the rural consumers. Hence, talking to the customer in a language known to
him, advertising the functional benefits and demonstrating the product go a long way in capturing
the rural market.
The Indian rural market today accounts for only about Rs 8 billion (53 per cent -
FMCG sector, 59 per cent durables sale, 100 per cent agricultural products) of the total ad pie of Rs
120 billion, thus claiming 6.6 per cent of the total share. So clearly there seems to be a long way
ahead.
Hindustan Lever is the first company that comes to mind while thinking of rural
marketing. Amul is another case in point of aggressive rural marketing. Some of the other corporates
that are slowly making headway in this area are Coca Cola India, Colgate, Eveready Batteries, LG
Electronics, Philips, BSNL, Life Insurance Corporation, Cavin Kare, Britannia and Hero Honda to
name a few.
Until some years ago, the rural market was being given a step-motherly treatment by
many companies and advertising to rural consumers was usually a hit and miss affair. More often
than not, the agenda being to take a short-cut route by pushing urban communication to the rural
market by merely transliterating the ad copy. Hence advertising that is rooted in urban sensitivities
didn't touch the hearts and minds of the rural consumer. This is definitely changing now but is still a
slow process. The greatest challenge for advertisers and marketers is to find the right mix that will
have a pan-Indian rural appeal. Coca Cola, with their Aamir Khan Ad campaign succeeded in
providing just that.
Corporates are still apprehensive to "Go Rural." Since, the rural consumers are scattered and it is
difficult to predict the demand in the rural market. A few agencies that are trying to create awareness
about the rural market and its importance are Anugrah Madison, Sampark Marketing and
Advertising Solutions Pvt Ltd, MART, Rural Relations, O&M Outreach, Linterland and RC&M, to
name a few. Also, the first four agencies mentioned above have come together to form The Rural
Network. The paramount objective of the Network is to get clients who are looking for a national
strategy in rural marketing and help them in executing it across different regions.
Opportunities in Indian Rural market:
More than 750 million people * Estimated annual size of the rural market
In financial year 2011-12, LIC sold more than 50% of its policies in rural market.
42 million rural households (HHs) are availing banking services in comparison to 27 million
urban HHs.
Investment in formal savings instruments is 6.6 million HHs in rural and 6.7 million HHs in
urban.
In last 50 years, 45% villages have been connected by road.
More than 90% villages are electrified, though only 44% rural homes have electric
connections.
Government is providing subsidiaries to the villagers to use other source of energy like Solar
System and is now being used in large amount.
Number of "pucca" houses increasing day by day.
Rural literacy level improved from 36% to 59%.
Percentage of BPL families declined from 46% to 25%.
Out of two million BSNL mobile connections, 50% are in small towns / villages.
41 million Kisan Credit Cards have been issued (against 22 million credit-plus-debit cards in
urban), with cumulative credit of Rs. 977 billion resulting in tremendous liquidity
Strategy:
Rural Marketing Strategy:
The first A-Availability emphasizes on the availability of the product for the customers, i.e., this
gives importance on effective distribution through efficient channels of distribution.
The second A- Affordability which focuses on product pricing, i.e, this gives importance for
smaller packages/pouches easily affordable by families in the rural areas,
The third A Acceptability focuses on convincing the customers to buy the product, i.e.,
extending suitable promotional efforts to influence the customers to buy the product.
Marketers need to understand the psycho of the rural consumers and then act accordingly.
Rural marketing involves more intensive personal selling efforts compared to urban marketing.
Firms should refrain from pushing goods designed for urban markets to the rural areas. To
effectively tap the rural market a brand must associate it with the same things the rural consumers
do.
This can be done by utilizing the various rural folk media to reach them in their own language and in
large number so that the brand can be associated with the myriad rituals, celebration, festivals,
melas, fairs and weekly hats.
Strategies that may be helpful in improving marketing in rural areas are listed below
A. Product Strategies
B. Pricing Strategies
C. Distribution Strategies
D. Promotion Strategies
E. Marketing Strategies
F. Sales Strategies
A. Product Strategies:
4. Brand Name:
The brand name awareness in the rural areas has fairly increased. A brand name and is very essential
for rural consumers to remember the product.
B. Pricing Strategies:
The pricing strategy for rural market will depend upon the scope for reducing the price of the
product to suit the rural incomes and at the same time not compromising with the utility and
sturdiness of the product.
2. Simple Packaging:
Sophisticated packing should be avoided and Simple packaging should be adopted to cut down the
cost.
3. Reusable packaging:
Packaging that is reusable and can be refilled attracts the attention of rural buyers. For examples:
Zandu Chyawanprash is providing plastic Containers that can be reused by the consumers.
4. Application of value engineering:
This is a technique which can be tried to evolve cheaper products by substituting the costly raw
material with the cheaper one, without sacrificing the quality or functional efficiency of the product,
for example in food industry, 'soya protein is being used instead of milk protein. Milk protein is
expensive while soya protein is cheaper but the nutrition value is same.
C. Distribution Strategies:
Most of the manufacturers and marketers can arrange for distribution to villages using the strategies
listed below:
2. Annual Meals:
Annual meals organized are quite popular and provide a very good platform for distribution because
people visit them to make several purchases. According to Indian Market Research Bureau-around
8000 such meals are held in rural India every year. Also every region consisting of several villages is
generally served by one satellite town termed as Mandis and Agri-markets where people prefer to go
to buy their commodities. By making product available in these annual Meals, Mandis and Agri
Markets, a firm can cover large section of rural population.
3. Paintings:
A picture is worth thousand words. This way of conveying message is simple and clean. Rural
people like the sight of bright colours. COKE, PEPSI and TATA traders advertise their products
through paintings.
D. Promotion Strategies:
Mass media is a powerful medium of communication and other strategies that can be followed to
promote the product in rural market include:
MNCs must associate themselves with India by talking about India, by explicitly saying that they are
Indian. M-TV during Independence Day and Republic Day time make their logo with Indian tri-
colour
It is a normal tendency of an Indian to try to associate him/her with the product. If he/she can
visualize himself/herself with the product, he /she become loyal to it. That is why companies like
Daewoo based their advertisements on a normal Indian family.
E. Marketing Strategy:
Marketers need to understand the psyche of the rural consumers and then act accordingly. Rural
marketing involves more intensive personal selling efforts as compared to urban marketing. Firms
should refrain from designing goods for urban markets and subsequently pushing them in the rural
areas. To effectively tap the rural market a brand must associate it with the same things the rural
folks do. This can be done by utilizing the various rural folk media to reach them in their own
language and in large number so that the brand can be associated with the rituals, celebrations,
festivals, melas and other activities where they assemble.
F. Sales Strategy:
Rural sales strategy will include hiring employees genuinely like spending time in the rural areas and
who are comfortable with the local language. Marketers can continuously assess all aspects of the
business by interacting with the people and their family members personally, evaluating product
choices for popularity and keeping favorites on the list.
2.Changing Perception:
If one go to villages they will see that villagers using Toothpaste, even when they can use Neem or
Babool sticks villagers are using soaps like Nima rose, Breeze, Cinthol etc. even when they can use
locally manufactured very low priced soaps. Villagers are constantly looking forward for new
branded products. What can one infer from these incidents, is the paradigm changing and customer is
no longer price sensitive? They just want value for money.
The other distribution strategies for the rural population are as under:
i. The general insurance companies may promote their policies of health insurance, crop insurance
and vehicle insurance through the existing co-operatives.
ii. Marketers may arrange more number of wave-houses for storage and re-packaging into smaller
pouches for which employing local villages will work profitable and popular.
iii. All communication in the rural areas must be in the regional language and dialects.
iv. Markets need to develop innovative packaging technology which would be economic, protective
and improve shelf-life of goods.
v. In addition to focusing on targeted promotions and advertising, there is an urgent need to work on
economical packaging, dual pricing and special size of PMCQ and household products.
vi. Marketers need to place emphasis on retailers directly rather than depending on the wholesalers
for distribution in the rural market as this has not proved to be very effective marketing channel.
vii. Marketers targeting the rural market should be well aware about the seasonality of the business.
Because the trade is seasonal, employment and disposable income can fluctuate arrange the villages
during the year. This means that business should view market research data that relies on yearly
aggregate statistics with caution.
viii. Marketers must trade off the distribution cost with incremental market penetration.
The key consideration in individual product/service offer is developing of the product at three levels.
1. Core product development
2. Tangible product development
3. Augmented product development
4. Traditional Values:
The traditional values and superstitious beliefs of the rural regions seem to be a major hurdle in the
progression of this sector.
SUGGESTIONS:
Infrastructure of markets and warehouses should be regulated so as to ensure fair prices.
The arrivals of various products such as Food grains, Vegetables, Dairy products and
Flowers etc. need speedy transport. Therefore, rural roads must be compliment and
coordinate with railways, nearest waterways (port), airports to avid spoiling of such
products.
The efficient marketing and distribution system is necessary to reach ultimate consumer in
the quickest time possible at minimum cost.
The communication systems must be developed to make it appropriate to rural market. If not
possible, communication must be in regional language.
Public weighing machines one in each rural market to ensure correct weightment both for
farm and non-farm arrivals. Storage godowns are also required.
For storage facilities the government should not depend on private agencies to store food
grains (National commission on Agriculture recommended).
The existing marketing staff must be increased and adequate training must be given.
The proper packaging technology must be improved.
CONCLUSION :
The vital role rural marketing have to play in the economic development of a developing
country, is beyond doubt at present. An intensive effort in order to provide the basic
facilities to rural consumers is the need of the hour. Indian rural marketing system should be
made much more competitive by infusing competition within the country and preventing the
external system equation from interfering with the local markets in the larger interests of the
nation.
REFERENCES :
[1] Bharat (2008) Rural Marketing in India-With Special Reference to Agricultural Produce in
India. 123eng.com
[2] Katiyar Ruchi, C.K.Prahalad(2000), Rural marketing: Challenges, Opportunities & Strategies
[3] Kaur Manpreet (2013) Rural Marketing: A Case Study on Hindustan Unilever Limited
International Journal of Applied Research and Studies, Vol.2, Issue 6.
[4] Kotni VV Devi Prasad (2012) Prosoects and Problems of Indian rural Markets Zenith
International Journal of Business Economics and management Research.Vol.2, Issue 3.
[5] MISRA, S.K. (2000). Indian Economy, Himalaya Publishing House, 18th Edition, p. 739 New
Delhi.
[6] priya Lakshmi and Vandana Bajpai , http://conference.aimt.edu.in/mba
[7] Rajendhiran. N, S.Saiganesh,Asha p,Rural Marketing- A critical Review
[8] Rakshit Rajarshi ,M.L.Narasimham,Ashish Gudhe,Kartik Vaddadi (2006) Strategies for rural
marketing by an organization
[9] www.miteshk.webs.com
[10]www.world-agriculture.com