A STUDY ON RURAL MARKETING ENVIRONMENT IN INDIA

Rural India is a vast and a complex society – its huge population is highly diverse in terms of ethnicity, language, customs and their way of life. The demographic and economic statistics that underlay the growth of India's major sector are truly impressive and important for marketer's for decision making. Rural India constitutes an attractive and sizeable market for durable goods, and marketers have to strive hard for securing the share by understanding the changing Marketing environment. The rural markets throw up a variety of challenges, and the marketers have to grapple with them to find innovative solutions. It can been seen that the rural economic environment has witnessed an increase in income and expenditure in the same way there has been a increase in their spending on non-food items.