Refine your search
Collections
Co-Authors
Year
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Naidu, Aditi
- Strategies for Marketing to the Rural Customer in India:The 4 as Model of Rural Marketing
Abstract Views :193 |
PDF Views:0
Authors
Affiliations
1 Jaipuria Institute of Management, Indore, Madhya Pradesh, IN
1 Jaipuria Institute of Management, Indore, Madhya Pradesh, IN
Source
Journal of Rural and Industrial Development, Vol 5, No 1 (2017), Pagination: 35-39Abstract
The present paper brings together recent research findings and on-ground efforts of marketing to the rural Indian customer. The major premise of the paper is that to serve the rural markets, marketers need to plan and implement the 4 As of marketing mix. Drawing from literature review as well as from real life marketing exercises as found in news articles in business periodicals, textbooks, and case studies, the paper presents the Indian rural marketing experience so far. By bringing out the current practices in rural marketing in India, the paper demonstrates strategies for effective marketing to the rural markets in India as anchored on the 4 As model of rural marketing.Keywords
Rural Markets, 4 as of Rural Marketing, Acceptance, Affordability, Awareness, Accessibility, India.
References
- Accenture Research Report. (2010). Masters of rural markets: The Hallmarks of High Performance. Retrieved from https://www.accenture.com/t20160914T044700__w__/in-en/_acnmedia/Accenture/Conversion-Assets/LandingPage/Documents/4/Accenture-Masters-Rural-Markets.pdf; 10/9/16
- Accenture Research Report. (2013). Masters of Rural Markets: Profitably Selling to India’s Rural Consumers. Retrieved from https://www.accenture.com/t20160914T044344__w__/in-en/_acnmedia/Accenture/Conversion-Assets/LandingPage/Documents/4/Accenture-Masters-of-Rural-Markets-Selling-Profitably-Rural-Consumers.pdf; 15/9/16
- Anderson, J., & Markides, C. (2007). Strategic innovation at the base of the pyramid. MIT Sloan Management Review, Fall.
- Growth Markets in rural India. (Feb. 4, 2013). Business Standard. Retrieved from http://www.business-standard.com/article/management/growth-markets-in-rural-india-113020400032_1.html; accessed 13/5/16
- IBEF. (2016). Indian Rural Market: Rural Segment Quickly Catching Up. Retrieved from http://www.ibef.org/industry/indian-rural-market.aspx; accessed 13/7/16
- Kalotra, A. (2013). Rural marketing potential in India-An analytical study. International Journal of Advanced Research in Computer Science and Software Engineering, 3(1), 1-10
- Kapur, D. (2011). Consumer Insights on Purchase of Bikes in Rural Markets in India. Retrieved from https://www.youtube.com/watch?v=LYVgD1x1pJo; accessed, 10/8/16
- Kapur, M., Dawar, S., & Ahuja, V. R. (2014). Unlocking the wealth in rural markets. Rural India: Emerging Trends and Strategies (Vol. 1).
- Kashyap, P. (2012). Rural marketing (2 ed.). Dorling Kindersey (India) Pvt Ltd., Pearson, New Delhi
- Mera Gaon Mera Desh. (October 9, 2011). Indian Express. Retrieved from http://www.newindianexpress.com/business/news/article350457.ece?service=print; accessed 23/3/15
- Raj, S. J. M., & Selvaraj, P. (2007). Social changes and the growth of indian rural market : An invitation to FMCG sector. International Marketing Conference on Marketing and Society, 8-10 April, IIMK, pp. 103-110
- Sainy, B. (2014). Rural markets in india as challenges and ways ahead. International Journal of Innovative Research and Development, 3(1), 142-148
- Shashidar, A. (Dec. 12, 2013). High Time Britannia increases its rural penetration. Business Today. Retrieved from http://businesstoday.intoday.in/story/varun-berry-on-britannia-expansion-plan/1/201428.html; accessed 23/8/16
- Switching on in rural India. (2004). Retrieved from http://www.rediff.com/money/2004/apr/03spec1.htm; accessed 15/7/16
- The Coolest Little Refrigerator for Rural India. Case Study. Retrieved from http://www.ibef.org/research/case-study/the-coolest-little-refrigerator-for-rural-india; accessed 14/7/16