Economic Development through Increase in Purchasing Power of Rural Communities

Abstract

Rural marketing has become a fad to market products in the rural India for the small, medium and big established companies. But it is beyond that. Rural marketing is a process of developing, pricing, promoting and distributing rural specific goods and services leading to exchanges between urban and rural markets which satisfies consumer demand and also achieve organizational objectives. India has perhaps the largest potential rural market in the world.In recent years, rural markets have acquired significance, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities