International Journal of Multidisciplinary Research and Development

International Journal of Multidisciplinary Research and Development


International Journal of Multidisciplinary Research and Development
International Journal of Multidisciplinary Research and Development
Vol. 2, Issue 11 (2015)

A study on marketing strategies adopted by rural retailers in Salem


Masese Omete Fred, Dr. Uttam M Kinange

The aim of the study is to identify the marketing strategies adopted by the rural retailers in Salem district. A decade ago, the rural market was more unstructured and was not a prioritized target location for corporate. There were no innovative strategies and promotional campaigns. A distribution system did exist, but was feeble. Illiteracy and lack of technology were the other factors leading to the poor reach of products and lower level of awareness amongst villagers. Gradually, corporate realized that there was saturation, stiff competition and clutter in the urban market, and a demand was building up in rural areas. Seeing the vast potential of 70% of Indians living in rural areas, they started focusing on these unexplored, high-potential areas. In India totally there are 5, 70,000 villages and nearly 60 percent of the rural income comes from agriculture. As a result, retail outlets have sprung up in practically all the villages that store products of various brands and categories. To attract the customers, rural marketing requires separate marketing strategies for the marketing mix elements include, Product, Price, Place and Promotions which could be formulated after studying the market carefully. Product itself might require modifications due to different nature of population, pricing have to be carefully designed since rural consumers unlike their urban counterparts spend less on consumer products, place have to be decided for easy accessibility and promoting the products to encourage the sales. Marketing Strategy is affected by various factors like Type of product (Durable or non-durable), profile of target market, and facilities available for using marketing mix etc.rnThis made the need for studying rural retailers and their strategies for marketing successfully. And in the study, we are setting the hypothesis asrn• Experience of retailers affects the marketing strategy of retailers. rn• Type of merchandise affects the marketing strategy of retailers.rn• Supplier’s influence affects the marketing strategy of retailers.rn
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How to cite this article:
Masese Omete Fred, Dr. Uttam M Kinange. A study on marketing strategies adopted by rural retailers in Salem. International Journal of Multidisciplinary Research and Development, Volume 2, Issue 11, 2015, Pages 547-549
International Journal of Multidisciplinary Research and Development International Journal of Multidisciplinary Research and Development