Strategic Analysis of Indian Rural Market
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Abstract
India is a country with nearly three-fourth of its consumers in rural areas and one half of the national income is generated in rural market. Rural India has witnessed an increase in the buying power of consumers, accompanied by their desire to upgrade their standard of living in just a short span of time interval. In recent years, rural markets have acquired noticeable significance, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. Typically, a rural market will represent a community in a rural area with a population of 83.3 crores. Hence, it is proposed to undertake this study to find out various ways to tap the potential rural markets. The main aim of this study is to observe the potentiality of Indian Rural Markets and finding out various strengths, weaknesses, opportunities and threats of rural markets. The most relevant thing is that the rural segment is extremely fragmented & spread out over a large geographical base. The cultural & behavioral differences vary not just from state to state but from village to village.
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