Ways of Capturing the Rural Market through Effective Advertising and Promotion in India

Authors

  • Shubhankar Baloria
  • Guru Basava Aradhya S

Abstract

Rural market is one of the most popular and upcoming markets in India and most of the companies especially FMCG companies are looking to stake their claim on the market. The rural market isn’t one of the easiest markets to capture and many FMCG companies have been facing a lot of difficulties in controlling the rural market and earn high profits. One of the major areas where FMCG companies lack is how to attract the customers towards their brands product. Advertising and promoting brands in rural areas isn’t an easy task at all. Rural customers are now becoming aware of the market situation and also about the various brands available in the market of the same products. The FMCG companies should invest intelligently into the rural market and also should know the various modes of communication which would genuinely promote their brands among the rural customers. The study focuses upon the study of rural customers as well as FMCG shops operating in those rural areas.

The technique used for collecting the data was Multi Stage Sampling technique and the method used for collecting the data was Convenience sampling. The study was conducted in 3 districts of Jammu Division (Jammu and Kashmir) and from each district 2 villages were taken as the sample size. 100 rural customers and 60 FMCG shops were taken for collecting the required data and the whole study is based upon the responses given by the rural customers as well as the owners of the FMCG shops. The place of research was selected based on the convenience and approachability.

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Published

2020-02-09

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Section

Articles