• S.Umamaheswari

“Rural marketing can be seen as a function which manages all those activities involved in assessing, stimulating and converting the purchasing power into an effective demand for specific products and services, and moving them to the people in rural area to create satisfaction and a standard of living for them. Rural marketing is now a two-way marketing process. There is inflow of products into rural markets for production or consumption and there is also outflow of products to urban areas. The urban to rural flow consists of agricultural inputs, fast-moving consumer goods (FMCG) such as soaps, detergents, cosmetics, textiles, and so on. The rural to urban flow consists of agricultural produce such as rice, wheat, sugar, and cotton. There is also a movement of rural products within rural areas for consumption. Many of the marketers concentrate only in urban and semi urban marketing. Since the demand creation in the rural marketing is somewhat challenging one. But present scenario marketers looking towards the rural also. In this study completely reveals what kinds of problems faced by the rural marketers and future predictions about the rural marketing. Here secondary data which is used for this analysis.

ISSUES AND PROSPECTS OF RURAL MARKETING IN INDIA

"ISSUES AND PROSPECTS OF RURAL MARKETING IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.5-11, March-2019, Available :http://www.jetir.org/papers/JETIRAT06002.pdf

"ISSUES AND PROSPECTS OF RURAL MARKETING IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp5-11, March-2019, Available at : http://www.jetir.org/papers/JETIRAT06002.pdf