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Rural Marketing of Consumer Durables

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Rural Marketing of Consumer Durables
Rural marketing of consumer durables A study of two Taluka

Table of Content

1. Executive Summary………………………………………
2. Introduction………………………………………………..
3. Overview of the Auto segment…………………………
4. Review of Literature………………………………………
5. Objective of the study…………………………………
6. Scope of the study………………………………………..
7. Research methodology………………………………….
8. Limitation of the study…………………………………..
9. Car’s Profile………………………………………………..
10. Finding and Analysis…………………………………….
11. Cross Tabulation………………………………………….
12. Conclusion…………………………………………………
13. Annexure…………………………………………………...

Executive summary
The rural market has changed drastically in the past one decade. A decade ago, the rural market was more unstructured and was not a prioritised target location for corporates. Very few companies, mainly the agro-based ones, were concentrating in these markets. Their were no innovative strategies and promotional campaigns. A distribution system did exist, but was feeble. Illiteracy and lack of technology were the other factors leading to the poor reach of products and lower level of awareness amongst villagers.
Gradually, corporates realised that there was saturation, stiff competition and clutter in the urban market, and a demand was building up in rural areas. Seeing the vast potential of 75 per cent Indians living in rural areas, they started focusing on these unexplored, high-potential areas.

What is rural market:

There is different definition for rural market.
(a) As per the latest census, the rural market has been defined as a place where where the population is not more than 5000,the density of population is not more than 400 per square km and at least 75% of male working population is engaged in agriculture.
(b) A simple definition from marketers view would be “any market that exits in the area with less than 100000 population ,low density of population and without significant infrastructure facilities in
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