V3I3P52

The Rural Consumerism in India

Mrs Sowmya M A¹, Mr Raj Kishore S N^2*

Abstract

The purpose of this study is to comprehend the rural market, its position, and the significance of rural marketing. The primary goal of this study is to examine the difficulties faced by marketers in rural regions and to pinpoint potential avenues for market expansion in these regions. Twelve per cent of the world’s population lives in rural areas, where incomes are rising dramatically and consumer behaviour is changing significantly. Over the past few years, there has been a paradigm shift in consumer tastes in rural areas. Their consumption basket resembles that of their urban counterparts quite a bit. High-end goods are displacing entry-level models, and brands are becoming more noticeable. According to market projections, the rural Indian FMCG market will reach $100 USD. From the current amount of $12 billion, it will reach $100 billion by the end of 2026. It is extremely difficult for rural entrepreneurs to stabilize industries in rural areas because to a lack of education, financial difficulties, and a lack of technical and conceptual skills. The possibilities and difficulties for the potential of rural marketing and few strategies to face them are being discussed by this study.

Keywords:

Digital Marketing, Indian economy, E- commerce, Agro Products