1st Edition

Rural Marketing Growing the Non-urban Consumer

By Sanal Kumar Velayudhan Copyright 2024
    252 Pages 15 B/W Illustrations
    by Routledge India

    252 Pages 15 B/W Illustrations
    by Routledge India

    252 Pages 15 B/W Illustrations
    by Routledge India

    Rural markets offer a sizable and resilient pool of consumers to organizations and marketers. This book offers a comprehensive understanding of the fundamentals of rural marketing that influence consumer behaviour within the framework of a rapidly changing economy.

    The book:

     - includes in-depth discussions on critical issues in rural markets as well as case-studies that examine their socio-cultural nuances, peculiarities, and their economic and technological environments;

     - looks at concepts that are unique to rural markets from the perspective of the buyer and the marketer and analyses buying behaviour and its influences as well as the pricing, value, and positioning of products by brands;

     - analyses emerging trends and the future of these markets and the introduction of digitization and ecommerce in rural areas;

     - offers marketing tools and a detailed understanding of rural markets for professionals working in small or low-income markets.

    The cutting-edge learning tools presented in this book will make it of interest to professionals, students, and researchers working in rural marketing and management, business and economics, management studies, business planning, and marketing.

    1 Rural Marketing: Opportunities and Challenges

    2 Environment and Profile of the Rural Market

    3 Rural Consumer

    4 Researching Rural Markets

    5 SAgA of Rural Market Segmentation: Segmentation, Aggregation, and Affordability

    6 Positioning for Value

    7 Value Creation through Innovation and Product Strategy

    8 Service Creation and Delivery in Fragmented Rural Market: Role of People and Technology-Supported Process

    9 Pricing for Value Creation

    10 Communication Strategy for Rural Markets

    11 Influences Shaping Communication Strategy

    12 Operationalizing Communication Strategy

    13 Managing Rural Channels

    14 Traditional Rural Retail Institutions Beyond the Village Shop

    15 Emerging Channels in Rural Market

    16 Strategies for Rural Markets

    17 Future of Rural Market in a Connected World


    Sanal Kumar Velayudhan is a Fellow at the Indian Institute of Management (IIM), Ahmedabad. He was Dean at IIM Kozhikode and is an Adjunct Faculty at IIM Nagpur. He has directed training programmes and handled consultancy assignments in the areas of product decisions, rural markets, and strategic marketing. His areas of research and publication are communication and diffusion, rural markets, small business marketing, and product and brand management.