Journal of Rural and Industrial Development

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

‘A’s the Key Drivers of Rural Marketing


Affiliations
1 Bangalore University, Karnataka, India
     

   Subscribe/Renew Journal


In the recent times, the rural market has grown in leaps and bounds in terms of size, demand, change in lifestyle of rural consumers, change in consumer preferences, and higher income. As the sales in the urban markets have reached a saturation point, MNCs are looking to penetrate deeper into the rural markets to serve the consumers. The strategies adopted in urban markets vary drastically to the strategies used in the rural markets. Marketers have to conduct a thorough research before entering the rural markets so that they are able to design the right marketing mix. This paper attempts to study the 4 ‘A’s of the rural marketing mix as a model to be successful in the rural markets. The 4 ‘A’s model includes all the elements of the 4 ‘P’s model. However the 4 ‘A’s model is customer oriented as to the 4 ‘P’s model that is seen from an organization’s point of view but cannot be ignored. The 4 ‘P’s are tools that have to be fine-tuned to the rural market and used along with the 4 ‘A’s model to be successful in the rural markets.

Keywords

Acceptability, Affordability, Availability, Awareness, Rural Market.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Dogra, B., & Ghuman, K. (2008). Rural marketing concepts and practises. Tata McGraw-Hill.

  • Suthar, B. K., Chakravarthi, T. L., & Pradhan, S. (2013). Assessing effectiveness of rural marketing mix in context to bharat sanchar nigam, Vadodara telecom district. Global Journal of Management and Business Studies, 503-518.

  • Prahalad, C. K. (2014). The fortune at the bottom of the pyramid. Pearson Education Inc.

  • Krishnamacharyulu, C. S. G., & Ramakrishnan, L. (2011). Cases in rural marketing an integrated approach. Pearson Education (Singapore) Pvt. Ltd.

  • Bajaj, C., Bajaj, N., & Shenoy, V. (2017). Introduction to rural marketing. New Age International (P) Ltd.

  • Mardh, P., & Teresa, C. (2013). Marketing mix strategies towards the bottom of the pyramid: A study of the Brazilian market.

  • Shah, C., & Desai, R. (2013). 4A’s of rural marketing mix. International Journal of Management and Social Science Research, 2(1), 2013.

  • Gopalaswamy, T. P. (2014). Rural marketing environment, problems and strategies. Vikas Publishing House Pvt. Ltd.

  • Dixit, K. (2011). Competitiveness and innovative marketing strategies for tapping vast rural potential in India. International Journal of Multidisciplinary Research, 1(7). ISSN 2231 5780.

  • Menon, N., & Suresh, K. (2008). Customization of marketing mix for rural markets. Conference Proceedings - Marketing to Rural Consumers IIM-. Kozhikode, pp. 175-182.

  • Sarkar, D. N., & Pareek, G. (2013). Rural marketing mix in Bhutan: An FMCG perspective. IUP Journal of Management Research, 2013.

  • Kashyap, P., & Raut, S. (2008). The rural marketing book. Bizantra.

  • Shukla, P., Dangarwala, U. R. (2016). Rural Marketing Strategies for FMCG products.

  • Kotler, P., & Keller, K. L. (2007). Marketing management (2007). Pearson Education Inc.

  • Joshi, H., & Srivastava, R. K. (2011). Caputring rural market with Customization of marketing mix . Asian Journal of Technology & Management Research, Jul-Dec 2011.

  • www.censusindia.gov.in

  • www.hul.co.in

  • www.customerthink.com

  • www.marketingbloggers.in

  • www.saching.com

  • www.businessstandard.com

  • www.economictimes.com

  • www.indiatimes.com

  • www.forbes.com

  • www.rediff.com

  • www.hbr.org

  • www.hindustantimes.com

  • www.marketinomics.com


Abstract Views: 463

PDF Views: 7




  • ‘A’s the Key Drivers of Rural Marketing

Abstract Views: 463  |  PDF Views: 7

Authors

Rithvikaa Kripanithi
Bangalore University, Karnataka, India
Anitha Ramachander
Bangalore University, Karnataka, India

Abstract


In the recent times, the rural market has grown in leaps and bounds in terms of size, demand, change in lifestyle of rural consumers, change in consumer preferences, and higher income. As the sales in the urban markets have reached a saturation point, MNCs are looking to penetrate deeper into the rural markets to serve the consumers. The strategies adopted in urban markets vary drastically to the strategies used in the rural markets. Marketers have to conduct a thorough research before entering the rural markets so that they are able to design the right marketing mix. This paper attempts to study the 4 ‘A’s of the rural marketing mix as a model to be successful in the rural markets. The 4 ‘A’s model includes all the elements of the 4 ‘P’s model. However the 4 ‘A’s model is customer oriented as to the 4 ‘P’s model that is seen from an organization’s point of view but cannot be ignored. The 4 ‘P’s are tools that have to be fine-tuned to the rural market and used along with the 4 ‘A’s model to be successful in the rural markets.

Keywords


Acceptability, Affordability, Availability, Awareness, Rural Market.

References