Volume : IV, Issue : III, March - 2014

Emerging Dimensions of Rural Marketing: Analysis of Three Ns (Nirma, Nokia, Nano)

Dr. Sarika Srivastava, Mrs. Anupama C Dave

Abstract :

Indian rural market offers surplus of prospects in comparison to the urban sector. India by 2015–16 will be a country of 267 million middle class people and thus providing a vast marketplace for firms targeting the rural customers, as per the report published by National Council for Applied Economic Research‘s (NCAER) Centre. It is projected that the market for Ultra Low Cost Car (ULCC) is anticipated to grow at a rate of approximately 25% during 20102020. Apart from the 4Ps, an additional dimension attracts our attention when concentrating on the rural market – the 4 As. The demand can be supplemented only by creating Awareness, making Availability, offering Affordability and getting Acceptability. Indian consumer is willing to buy anything that makes life comfortable, provided it is affordable and acceptable. This research paper analyzes the marketing strategies adopted by three Ns which are successfully penetrating in rural areas.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr. SARIKA SRIVASTAVA, Mrs. ANUPAMA C DAVE Emerging Dimensions of Rural Marketing: Analysis of Three Ns (Nirma, Nokia, Nano) Indian Journal of Applied Research, Vol.IV, Issue. III

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