INDIAN RURAL MARKET – OPPORTUNITIES, PROBLEMS, CHALLENGES AND STRATEGIES WITH REFERENCE TO CONSUMER GOODS

Author (s) : V.Umamaheswari

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Abstract :
The rural market is made up of two broad components i.e., the market for consumption goods and the market for agricultural inputs. The rural markets are by and large less exploited. Another important feature of the rural market is that at least in the present context, it is largely agriculture oriented. Green revolution and the resultant prosperity are confined to a few select areas in the country. As a result, the effective demand for consumer items has not spread all over rural India. Income generated from the money sent by the members of their families employed in towns and abroad also helped the rural people to spend more on consumer goods. This study aims to analyze the opportunities, problems, challenges and strategies in the rural market.

Keywords : rural market - opportunities, problems, challenges and strategies

Conference Date : 30/08/2019

Pages : 58

Paper ID : 19056