Indian Journal of Science and Technology
DOI: 10.17485/ijst/2016/v9i13/90587
Year: 2016, Volume: 9, Issue: 13, Pages: 1-8
Original Article
V. Sreedevi1 and M. Sulaipher2
1Department of Management Studies, Udaya School of Engineering, Vellamadi, Ammandivila Post, Kanyakumari – 629204, Tamilnadu, India; [email protected] 2School of Management Studies, Noorul Islam University, Kumaracoil, Kanyakumari –629180, Tamil Nadu, India; [email protected]
Background/Objectives: The Indian rural markets are opened with great opportunities to the FMCG marketers. This study focuses to find the challenges and strategies of rural marketing and also the effectiveness of current marketing strategies adopted by the marketers. Methods/Statistical Analysis: The structured questionnaire was used to collect the response from rural customers in Kanyakumari District, Tamilnadu. The Stratefied random sampling technique was used to find the 506 respondents. Structural Equation Model was used to analyze the relationship between the variables and also analyze effectiveness of rural marketing strategies. Findings: This study found that the availability, awareness, affordability and acceptabily are major challenges to the rural marketers. The current marketing strategies are less effective to meet the challenges. So the marketers have to resign the rural marketing strategies. The current marketing strategies are less effective to meet the challenges. So the marketers have to resign the rural marketing strategies. Applications/ Improvements: The approach, strategies and marketing mix need to be formulated and examined from rural consumer’s prospective to be successful in the rural market.
Keywords: Dimensions, Decision, Effectiveness, FMCG, Rural Market
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