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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 worldwide 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 anthropoid working population is engaged in gardening and where in that respect exists no municipality or board. Of the nearly 6.4 lakh villages in India, scarce 20,000 villages have populations more(prenominal) than 5,000.Leaving aside Hindustan Lever and ITC, just almost companies in the FMCG sector would define rude as every place with a population up to 20,000.Similarly,durable and agri-input companies would consider each town with a population below 50,000 as rural. Companies nip many ch every last(predicate)enges in tackling the rural markets, some of t he more scathing being: understanding rural consumers, reaching products and operate 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 tout ensemble about getting to know your customer, but having largely ignored this cardinal principle, most corporate in rural markets find that victor has eluded them. COMMUNICATION STRATEGY Advertising goes heap in mint with economic growth. With economic liberalization and increasing rur al prosperity, marketers are keen to infor! m villagers about the benefits of buying and consuming their products and services. earlier to the introduction of economic liberalization in 1990s, there was teentsy 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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