International Journal of Commerce and Management Research

Authors
KS Sreejamol

Abstract
The Indian rural market with its vast size and demand base offers a huge opportunity that MNCs cannot afford to ignore. With 850million consumers, the rural population is nearly three times the urban. Rural markets are regarded as organizations for marketing non-farm products in a traditional setting. Still, Marketing in India, does not appear to be paying enough attention to rural marketing either in content or in advertising and in tapping and exploration. Rural consumers are different from Urban consumer in terms of Income, Education, Family back ground and other demographic aspects The drivers of behaviour are different, motivations and aspirations are different. Developing rural markets is one of the major concerns of government and Non-governmental organization in India.