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ALL INDIA COMMERCE CONFERENCE OF INDIAN COMMERCE ASSOCIATION Research paper On RURAL MARKETING IN INDIAN ECONOMY Created By Mr. Shiv Shanker Shukla Research scholar Of Department Of Commerce And Business Administration University Of Allahabad Allahabad
Name :- Mr. Shiv Shanker Shukla Address :- 3/3 Karela bagh Colony Allahabad 211003. Contact no.:- 09415634246. Email Id:- shivvijay14@rediffmail.com

Abstract of Rural Marketing in Indian Economy

Concept of Rural Marketing
The concept of Rural Marketing in Indian Economy has always played an influential role in the lives of people. In India, leaving out a few metropolitan cities, all the districts and industrial townships are connected with rural markets. The rural market in India is not a separate entity in itself and it is highly influenced by the sociological and behavioral factors operating in the country. The rural population in India accounts for around 627 million, which is exactly 74.3 percent of the total population.

Rural Marketing :Rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives. It is a two-way marketing process: 1. Urban to Rural 2. Rural to Urban 3. Rural to rural

Problem Definition
Rural Poor are skilled on traditional activities and produce excellent products Some of the efforts from Govt., NGOs have also trained them on new skills /technologies These rich products are produced at individual or community level in rural areas These efforts of Rural Poor do not yield adequate return due to poor marketing facilities

Domain Analysis - Current Scenario

An analysis of the current scenario brings to light the following points: o Most of the products are sold in the local rural haats. o Some state government bodies extend preferential treatment to these products at the time of procurement o Attempts are made to publicize and promote the sale of these products through periodic exhibitions and melas

Domain Analysis Challenges

 Sale of products mostly confined to Rural haats; therefore May not fetch a very good price for the products Limited demand; low turnover; low income Chance for product improvement is limited Limited awareness in the global market Products not available all the time in most of the places. Full financial benefits not realized by the rural producer. Nearly impossible to analyze the market. Full financial benefits not realized by the rural producer. Nearly impossible to analyze the market.

Provide a marketing infrastructure that ensures a ready market for these products.
The marketing infrastructure should be such that it Is durable in terms of time Publicizes and promotes the widest range of products to the widest possible customer base Provides an any time - any where access to the customers Facilitates unhindered flow of financial benefits, generated from the sale of products, to producers Reveals customer preferences thereby assisting the rural entrepreneurs in understanding the potential demand

Possible Solution..

Solution as well as conclusion: