CHALLENGES AND OPPORTUNITIES OF RURAL MARKETING: A SOCIOLOGICAL PERSPECTIVE

Author Name: Dr. Usharani B

Volume/Issue: 01/12

Country: India

DOI NO.: 08.2020-25662434 DOI Link: http://www.doi-ds.org/doilink/05.2021-69414932/UIJIR

Affiliation:

1. Guest Faculty, Department of PG Studies and Research in Social Work,Mangalore University, Mangalagangothri, Konaje , Mangalore, Dakshina Kannada Karnataka, India

ABSTRACT

Marketing is the process of identifying the needs and wants of the consumers, then prepare that particular product or service in order to satisfy them, keeping in consideration the benefits of the organization. This concept applies to every type of marketing, whereas when we talk of rural marketing the emphasis is to be given on the rural areas. 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. Today's rural children and youth will grow up in an environment where they have 'information access' to education opportunities, exam results, career counselling, job opportunities, government schemes and services, health and legal advice and services, worldwide news and information, land records, mandi prices, weather forecasts, bank loans, livelihood options. If television could change the language of brand communication in rural India, affordable Web connectivity through various types of communication hubs will surely impact the currency of information exchange. As the electronic ethos and IT culture moves into rural India, the possibilities of change are becoming visible. Rural areas exhibit several distinctive characteristics that are different from the urban areas. Literacy levels, family structure, occupational patterns, spatial distribution of household settlements, social customs and norms, and several other features, are unique to rural India. This paper discusses the present scenario of rural marketing, its importance and highlights certain problems related to rural marketing. Further, it highlights the improvements that make the rural marketing system most effective.

Key words: Rural marketing; government schemes; information access; social customs; livelihood options.