International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Role of Public Relations in Rural Marketing with Special Reference to Bihar


Affiliations
1 Research Scholar, Department of Commerce & Business Administration, Tilka Manjhi Bhagalpur University, Bhagalpur, Bihar, India
     

   Subscribe/Renew Journal


Public relations develop confidence among the public and they prefer to use its services continuously. It ensures the development of a strong engagement by rural buyers. Rural people always believe on the facts provided by the retailers. If retailers are getting good commission on particular product then they use their relationship and make the consumers ready to buy particular product but if retailers are giving negative reviews then people will not like to buy that product. The study uses the questionnaire method to gather data, and graphical analysis method is used to evaluate the data. 50 retailers are being involved and necessary questions related to public relationship are being asked. The data is being structured and through graphs it is being interpreted. The findings indicate that public relations play a significant role in rural marketing. It helps in gaining the trust and loyalty of people, and also supports in increasing the revenues of the companies in the rural areas.

Keywords

Public Relations, Rural Marketing, Customer Relationship, FMCG Companies
Subscription Login to verify subscription
User
Notifications
Font Size


  • A Study on the Rural Consumer Buying Behaviour in Bihar. (2013). [Online]. Retrieved from https://www. iujharkhand.edu.in/Article_by_Faculty/MJ%20(8).pdf

  • Belletti, G., Marescotti, A., & Touzard, J. M. (2017).Geographical indications, public goods, and sustainable development: The roles of actors’ strategies and public policies. World Development, 98, 45-57.

  • Bresler, L., & Stake, R. E. (2017). Qualitative research methodology in music education. Critical Essays in Music Education, 113-128.

  • Byrne, E., Kearney, J., & MacEvilly, C. (2017). The role of influencer marketing and social influencers in public health. Proceedings of the Nutrition Society, 76(OCE3).

  • Fast Moving Consumer Goods Market in Rurban Bihar (A Fast-Changing Landscape). (2020). [Online].Retrieved from https://www.ijariit.com/manuscripts/ v4i1/V4I1-1206.pdf

  • Fletcher, A. J. (2017). Applying critical realism in qualitative research: Methodology meets method. International Journal of Social Research Methodology, 20(2), 181-194.

  • Grunig, L. A. (2020). Power in the public relations department. In Public Relations Research Annual (pp.115-156). Routledge.

  • Indian Rural Market. (2019). [Online]. Retrieved from https://www.ibef.org/industry/indian-rural-market

  • Information about Bihar: Agriculture, Industries, Economy Growth, Geography. (2021). [Online].Retrieved from https://www.ibef.org/states/Bihar.aspx

  • Johnston, J., & Sheehan, M. (Eds.). (2020). Public relations: Theory and practice. Routledge.

  • Kumar, R. (2018). Research methodology: A step-by-step guide for beginners. Sage.

  • Martin, K. D., & Murphy, P. E. (2017). The role of data privacy in marketing. Journal of the Academy of Marketing Science, 45(2), 135-155.

  • Mbise, G. (2019). The role of marketing communication on performance of public cooperation in Tanzania (Doctoral dissertation, Mzumbe University).

  • Ørngreen, R., & Levinsen, K. (2017). Workshops as a research methodology. Electronic Journal of E-learning, 15(1), 70-81.

  • Thaker, M. A. B. M. T., Thaker, H. B. M. T., & Pitchay, A. B. A. (2018). Public relation activities in the Islamic banking industry. Journal of Islamic Marketing.

  • Zangirolami-Raimundo, J., Echeimberg, J. D. O., & Leone, C. (2018). Research methodology topics: Cross-sectional studies. Journal of Human Growth and Development, 28(3), 356-360.

  • Zuk, M., Bierbaum, A. H., Chapple, K., Gorska, K., & Loukaitou-Sideris, A. (2018). Gentrification, displacement, and the role of public investment. Journal of Planning Literature, 33(1), 31-44.


Abstract Views: 115

PDF Views: 0




  • Role of Public Relations in Rural Marketing with Special Reference to Bihar

Abstract Views: 115  |  PDF Views: 0

Authors

Gunjan Shah
Research Scholar, Department of Commerce & Business Administration, Tilka Manjhi Bhagalpur University, Bhagalpur, Bihar, India

Abstract


Public relations develop confidence among the public and they prefer to use its services continuously. It ensures the development of a strong engagement by rural buyers. Rural people always believe on the facts provided by the retailers. If retailers are getting good commission on particular product then they use their relationship and make the consumers ready to buy particular product but if retailers are giving negative reviews then people will not like to buy that product. The study uses the questionnaire method to gather data, and graphical analysis method is used to evaluate the data. 50 retailers are being involved and necessary questions related to public relationship are being asked. The data is being structured and through graphs it is being interpreted. The findings indicate that public relations play a significant role in rural marketing. It helps in gaining the trust and loyalty of people, and also supports in increasing the revenues of the companies in the rural areas.

Keywords


Public Relations, Rural Marketing, Customer Relationship, FMCG Companies

References