PROBLEMS IN RURAL MARKETING IN THE PERSPECTIVE OF FARMERS AND TRADERS-AN EMPIRICAL ANALYSIS

Problems in rural marketing are multi-dimensional and inter-listed with the socioeconomic trend among the rural consumers. It is one of the important reasons for the poor improvement in rural marketing. Before introducing and marketing practices or marketing strategies for rural market, it is highly essential to study the market forces and marketing problems in rural marketing. The present study confine to only 44 variables are identified seven important rural marketing problems. All the seven important problems in rural marketing have been included for Exploratory Factor Analysis (EFA) and narrated that poor marketing system, finance related problems and poor in marketing knowledge are important problems in rural marketing.