4 As The Key Drivers of Rural Marketing
Published: 2018
Author(s) Name: Rithvikaa Kripanithi, Anitha Ramachander |
Author(s) Affiliation: Research Scholar, Bangalore University, Karnataka, India.
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Abstract
In the recent times, the rural market has grown in leaps and bounds
in terms of size, demand, change in lifestyle of rural consumers,
change in consumer preferences, and higher income. As the sales
in the urban markets have reached a saturation point, MNCs
are looking to penetrate deeper into the rural markets to serve
the consumers. The strategies adopted in urban markets vary
drastically to the strategies used in the rural markets. Marketers
have to conduct a thorough research before entering the rural
markets so that they are able to design the right marketing mix.
This paper attempts to study the 4 ‘A’s of the rural marketing mix
as a model to be successful in the rural markets. The 4 ‘A’s model
includes all the elements of the 4 ‘P’s model. However the 4 ‘A’s
model is customer oriented as to the 4 ‘P’s model that is seen from
an organization’s point of view but cannot be ignored. The 4 ‘P’s
are tools that have to be fine-tuned to the rural market and used
along with the 4 ‘A’s model to be successful in the rural markets.
Keywords: Acceptability, Affordability, Availability, Awareness, Rural Market
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