Rural markets are today important for all customer products
companies. This is because most urban markets are getting saturated. The intensity in competition in these markets impact the profitability of firms. The rural markets have also gained prominences because of the socio-Economic changes. The rural market in India brings in bigger revenues in the country, as the rural regions comprise of the maximum consumers in the country. The rural market in the Indian economy generates almost more than half of the country’s income. Rural marketing is a tedious area where it is necessary to understand the changing profile of the rural consumer and its consumption pattern. It also requires conceptual skills in designing product price distribution and promotional strategies for different classes of product targeted at rural consumers. The concept of rural marketing is entirely different from that of urban marketing due to the vast physical size of the rural market. A large marketing network will also adversely affect cost of the product. The existing market is thus a mix of rural markets and retail outlets in villages. Rural arket is a market for a truly creative marketer. “Civilization always begins with the development of villages therefore it needs high concentration.”- Mahatma Gandhi.