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Emerging Trends in Rural Marketing

Name : chandan kumar
Enroll.No. : 06713304409
Class : MCA (first sem.)
College : HMR Institute Of Technolog&Management

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Introduction


The rural markets are estimated to be growing fastly compared to the urban markets. The potentiality of rural markets is said to be like a 'woken up sleeping giant'. These facts are substantiated in a study of market growth conducted by various researches. In recent years, rural markets have acquired significance in countries like China and India, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. On account of the green revolution in India, the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing has taken shape. How can information technology (IT) contribute to rural development and thus its marketing values? What are the channels through which impacts can be realized, and what are the practical means for realizing potential benefits? This presentation examines several ongoing projects that aim to provide IT-based services to rural populations in India. These projects are distinguished by the goal of commercial sustainability, which supports scalability and, therefore, more widespread benefits. The analysis highlights the common building blocks required for successful implementation, and the relative strengths and weaknesses of different approaches.