Abstract

Agricultural commodities are gaining a higher acceptance in terms of higher prices and thus enabling the rural population to earn a higher income, this rises great scope for advanced and breathless efforts to be displayed by the marketers. In India especially rural marketing is gaining more and more importance day by day as reforms in agricultural sectors have highlighted the availability of huge untapped potential, which attracts marketers from India as well as MNCs in India selling their products and services in urban areas. This has also been supported by the infrastructure to go rural and market. Any strategy among the business level strategies would focus on accessibility, affordability and availability. There is a need to be more attentive so that the uncertainty reduction in management of this market place can be achieved with the market research. Moreover it has been observed that the price elasticity in such markets is highly dominating other elastics. Hence there is no second thought that the division is visible between rural Indian market and urban Indian market. This article tries to examine differential suitable strategies and their scope for rural marketing and to highlight the issues and challenges with the current and commonly used generic strategies in rural marketing.

Key Word:  Rural market; rural potential; marketing strategies