Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-April07-Article4-Recent Facets of Consumer Behaviour: A Case of Rural Market
- Price : 80.00
- Published on April 1, 2007
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
According to the census of 2001, India’s total population is 102crore of which 71.89crore was of rural India, constituting 70% of the total population. Inspite of this fact, marketers earlier concentrated on the urban markets and scheduled their strategy accordingly. As the competition increased in urban areas, and taking into account the increasing demand for FMCG’s in rural areas, the marketers expanded their business in rural areas. Perhaps it has become a policy for their survival. Marketers found different strategies to penetrate in the rural segment. The pioneer corporate was HLL.Various surveys reveal that average rural household spends almost 60% of their income on the food, which is reasonably a high amount. The demand for FMCG in that way was going rapidly high as compared to the urban market. The market for FMCG is estimated at around Rs. 50,000 crore.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.