A STUDY ON MARKETING CHALLENGES FACED BY RURAL AREAS

The study of this research is to understand the rural market, importance of rural marketing and status of rural market. The main aim of this research is about studying the challenges of marketers in rural areas and identifying the possible opportunities for marketers to grow the market in these areas. Rural areas, where 12 percent of the world population is residing, are witnessing enormous growth in their incomes and crucial shift in consumer behavior. Consumer preferences in rural markets have shown a paradigm shift over last few years. Their consumption basket looks very similar to that of urban counterparts. Premium products are replacing basic versions and brands are making their presence felt. Market estimates that the FMCG market in rural India will mark US$ 100 billion by 2025, from the current level of US$ 12 billion. Lack of education, financial problems, insufficient technical and conceptual ability it is too difficult for the rural entrepreneurs to stabilize industries in the rural areas. This research finds out the opportunities and challenges for the potentiality of rural marketing.