Strategies for Rural Marketing by Applying 4 A’s

“Its not only the grass is greener in the country side, that’s also where a chunk of corporate top line actually comes from. Its time to tap the rural gold mine.” -The Hindu Business Line Rural marketing is the much talked subject for the business establishment. A decade ago rural market was seem to be unstructured and this was not found to be a target location of the corporate. This is due to the hurdles such as illiteracy, lack of technology and other factors leading to the poor reach products. But now “Go Rural “is the slogan of marketing gurus after analyzing the socio economic changes in villages. With the changing marketing scenario, the corporate marketing strategies need to be reshaped in order to have an increased awareness among consumers and the overall development in the rural sector. The 4P’s of marketing which is a hit in the cities might now work in the rural market. In addition to 4 P’s, 4 A’s have emerged into the rural market. Our study is going to emphasize on the strategies of rural market on the basis of this 4 A’s i.e. Acceptability, Affordability, Awareness and Availability.