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    Communication Strategy for Rural Markets: A Study on India| By Nihar Mohapatra Lecturer Tapas Ranjan Moharana Sr. Lecturer Dhananjay Beura Asst. Professor planetary Institute of Management Bhubaneswar  | INTRODUCTION The census of India defines unpolished as each habitation with a population slow-wittedness of less(prenominal) than 400 per sq.km., where at least 75 per centime of staminate working population is engaged in gardening and where thither exists no municipality or board. Of the nearly 6.4 lakh villages in India, merely 20,000 villages have populations more(prenominal) than 5,000.Leaving aside Hindustan Lever and ITC, just most companies in the FMCG sector would define rude as both place with a population up to 20,000.Similarly,durable and agri-input companies would consider either town with a population below 50,000 as rural. Companies coolness many ch every last(predicate)enges in tackling the rural markets, some of the mo re scathing being: understanding rural consumers, reaching products and work to remote rural locations and communicating with vastly heterogeneous rural audiences. Sadly, non many companies have invested sufficient effort and money in research and nor have they spent enough time in the field to understand rural consumers, their values, aspirations, needs and usages habits.

Marketing is all(a) about getting to know your customer, but having largely ignored this primordial principle, most corporate in rural markets find that triumph has eluded them. COMMUNICATION STRATEGY Advertising goes heap in establish with economic growth. With economic liberalization and increasing rural prosp erity, marketers be keen to inform village! rs about the benefits of buying and consuming their products and services. former to the introduction of economic liberalization in 1990s, there was little incentive for marketers to advertise their products and services, as rural markets were predominantly a sellers market. The influence of the electronic media, in particular television, video and the Hindoo film...If you want to get a full essay, order it on our website: OrderEssay.net

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