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Problems and Prospects for Marketing of Rural Products : an Empirical Study of Tribal Regions (India)

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Problems and Prospects for Marketing of Rural Products : an Empirical Study of Tribal Regions (India)
Available ONLINE www.vsrdjournals.com

VSRD-IJBMR, Vol. 1 (10), 2011, 616-623

RESEARCH ARTICLE RESEARCH ARTICLE

Problems and Prospects for Marketing of Rural Products : An Empirical Study of Tribal Regions (India)
1

Shubangi Rajput*, 2Bharat Siddhartha and 3Sanjeev Shukla

ABSTRACT
Purpose – The paper seeks to review problems and prospects of marketing of rural products. Design/Methodology/Approach – Reviews relevant academic literature and primary data collection and analysis of rural producers of tribal region i.e. south Rajasthan regarding problem undertaken for the study. Practical Implications – Review and data analysis validates and advocate focused efforts to improve the present status of rural producers. Originality/Value –A synthesis of the key contributory phenomena is presented with the help of extensive review and field data. Keywords: Rural Marketing, Artisans, Rajasthan, Non Farm Sector.

1. INTRODUCTION
Inclusive Marketing is an approach that looks at the poor not only as consumers but also as producers/suppliers. At present these rural producers/suppliers are struggling to market their products and services due to various reasons such as Low Capital Labor ratio, preponderance of small land holdings, and excessive dependence on monsoons; massive unemployment and illiteracy. Apart from these, rural producers in both farm and nonfarm product categories are facing serious problems about technical and marketing knowledge. They are also ignorant about modern marketing issues like quality, delivery schedule, packaging, after-sales-service, etc. The pricing concepts are not aligned with consumer want and goods are produced without a proper market survey or ascertaining beforehand whether there is a demand
____________________________ 1 2

Assistant Professor, MBA Department, Lucknow Model Institute of Management, Lucknow, Uttar Pradesh, INDIA. Lecturer, 3Reader, 2,3Department of Faculty of Commerce, VSSD College, Kanpur, Uttar Pradesh,



References: [1] Aziz Abdul (2006), Rural Entrepreneurship: Opportunities, Challenges and Responses, key note address by the author as the chief guest in the national seminar on rural entrepreneurship. [2] Christensen, G. & Lacroix, R. (1997). Competitiveness and employment: A framework for rural development in Poland. World Bank discussion paper no. 383. Washington, DC, World Bank. [3] Clark, P. (1995), Business Development and the Poor: The Strategy of Micro-Enterprise Assistance, available at: www.sbaer.uca.edu/docs/proceedings/95sbai01.txt [4] COPIU (1999), Rural Economies (Cabinet Office Performance and Innovation Unit), HMSO, London. [5] Curwin, J. and Slater, R. (1991), Quantitative Methods for Business Decisions, 3rd ed., Chapman & Hall, London. [6] Drabenstott, M., N. Novack, and B. Abraham (2003). ‘‘Main streets of tomorrow: Growing and financing rural entrepreneurs: A conference summary.’’ Economic Review Quarterly III: 73–85. [7] DTZ Pieda (1999), Barriers to Enterprise in Rural Economies: A Report, Countryside Agency, Cheltenham. [8] Felsenstein, D. and Fleischer, A. (2002), “Small-scale entrepreneurship and access to capital in peripheral locations: an empirical analysis”, Growth and Change, Vol. 33 No. 2, pp. 196-215. [9] Jackson, C. (2000), “To what extent do female entrepreneurs have a role in the rural economy? A detailed investigation”, BSc Hons thesis, Harper Adams University College, Newport. [10] José de la Paz Hernández Girón; María Luisa Domínguez Hernández; M C Julio Cesar Jimenez (2007), Strategy and Factors for success: The Mexican Handicraft Sector, Performance Improvement; 46, 8; Page 622 of 623 Shubangi Rajput et al / VSRD International Journal of Business & Management Research Vol. 1 (10), 2011 ABI/INFORM Global [11] Kahn, H. (1962), Thinking About the Unthinkable, Avon Books, New York, NY. [12] Kashyap P and Raut S (2006), The Rural Marketing Book, Biztantra publications. [13] Labour Market Skills and Trends (1995), Department of Trade and Industry, HMSO, London. [14] Lowe, P., Ray, C., Ward, D., Wood, D. and Woodward, R. (1998), Participation in Rural Development: A Review of European Experience, Research Report, Centre for Rural Economy, University of Newcastle upon Tyne, Newcastle upon Tyne. [15] Management 38(1): 68–86 Kinsley, M. J. (1997). Economic Renewal Guide: A Collaborative Process for Sustainable Community Development. Snowmass, CO: Rocky Mountain Institute.  Page 623 of 623

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