Retail Marketing in Rural India – Factors in Favour and Strategies
Retail industry now accounting for 10% of the country’s GDP undergoes dynamic changes boosting its growth still further. The sector grows impressively leading to production of wide range of products and services. Rural markets provide great scope for marketers due to increased revenue and purchase power of the rural population in India. The rural income is expected to increase faster due to government policies supporting agriculture and the earning population that has temporarily moved out of rural villages to cities for employment in non-agricultural sectors. Technology in agriculture has helped to produce quality crops and the market is ready to give high prices for such products. Around 60% of the students in the colleges are first generation graduates who have moved out of their villages for tertiary education. Thus the life style, likes and preferences of the rural population keeps changing. However the huge rural segment is much different from that of the urban segment and the marketers need to approach with sustained efforts and special models. The highly fragmented rural segment’s needs are majorly filled by unorganized family run Kirana stores and Maligai shops. The share of organised retail in the country has risen by 60% and the same is expected to have impact on the rural market as well. The paper focuses on the growth of retail market in India, the emerging factors in favour of rural retail and suggests strategies for rural retailing.
 A.K. Singh & S. Pandey. (2007). Rural marketing Indian perspective. India: New Age International Publishers.
 Balaram Dogra & Karminder Ghuman. (2008). Rural marketing - Concepts and Cases. New Delhi, India: Tata McGraw-Hill Publishing Company.
 CIA World Fact Book 2018. Available at: https://www.cia.gov/library/publications/the-world-factbook/fields/2018.html.
 CRISIL opinion. (2018). E-retail market size to rise 2.5 X in 3 years. Available at: https://www.crisil.com/content/dam/crisil/our-analysis/reports/Research/documents/2018/february/e-retail-market-size-to-rise-2dot5x-in-3-years.pdf.
 CSG Krishnamacharylu & Laitha Ramakrishna. (2009). Rural marketing. India: Pearson Education Asia.
 Indian Online Retail Report (2018).
 Dr. Jaskaran Singh Dillon, Madhur Joshi, & Ramita Varma. (2012). Emergence of retailing sector in India: Challenges and opportunities. International Journal of Management and Business Studies, 2(4), 41-45.
 KPMG.com (2014). Indian retail the next growth story. Available at: https://home.kpmg.com/in/en/home/insights/2014/11/indianretail.html.
 Dr. T. V. Malick & J. Jothikrishnan. (2014). Rural marketing strategies, issues and challenges. International Journal of Engineering and Management Research, 4(2), 116-122.
 Mesese Omete Fred, Dr. Uttam M. Kinange. (2015). A study on marketing strategies adopted by rural retailers in Salem. International Journal of Multidisciplinary Research & Development, 2(2), 547-549.
 Naganathan Venkatesh. (2013). Indian retail industries market analysis, issues, challenges and Opportunities for the 21stcentuty. International Journal of Application and Innovation in Engineering and Management, 2(12), 164-174.
 PwC & FICCI- Massmerize Report (2016).
 Pinakiranjan Mishra & Kumar Rajagopalan. (2014, March). Pulse of Indian retail market: A survey of CFOs in the Indian retail sector. Available at: https://www.rai.net.in/EY-RAI_Pulse_of_Indian_retail_market_Final.pdf.
 Rashmi Dang. (2017). Effect of determinants of E-retailing on customer satisfaction-empirical evidence from India. Global Journal of Business Intelligence and Management Insight & Transformations, 1(1). Available at: http://management.eurekajournals.com/index.php/GJBIMIT/article/view/199.
 Dr. V.P. Sriram, Dr. Suresh Chandra Padhy, Dr. Simit Agarwal, & Mr. Niranjan Diwan. (2008, Jan). Changing retail trends: Emerging opportunities and trends. International Journal of Business and Management Invention, 7(1), 25-29.
 Sunitha Sikri & Ms Dipti Wadhwa. (2012). Growth and challenges of retail industry in India: An analysis. Asia Pacific Journal of Marketing Management, 1(1), 1-14.
 Dr. R. Sivanesan. (2014). Problems of rural Markets in India - An overview. International Journal of Research in Business Studies and Management, 1(2), 1-7.
 Zwick D. & Denigri Knorr. J. (2009). Manufacturing customers: The database as new means of production. Journal of Customer culture, 9(2), 221-246.
Copyright (c) 2018 International Journal of Engineering and Management Research
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.