A Study of Rural Retail and Distribution Mix with Respect to Essential Commodities

In India ever since independence, marketing acquire a largely urban bias. Hence, there were very less attempt on the part of marketers to distribute products to satisfy rural needs. An apathetic attitude also due to the assumption that the rural consumer are poor and had no purchasing power to buy expensive branded products. Besides such, lacks of transportation and communication links were also responsible for neglect of the rural consumer by the business firms.