A STUDY ON MARKETING STRATEGIES FOR RURAL AREAS AND BUYING BEHAVIOUR OF RURAL CONSUMERS IN VIRUDHUNAGAR DISTRICT
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 8, Pages 5960-5966
AbstractRural markets in India are very large and scattered and providing enormous opportunities for marketing of variety of products in all ranges. Companies are adopting a variety of strategies and programme in order to market their products among consumers in rural areas. The results reveal that rural consumers are agreed with advertisement, small packs, low price, discount, availability of products, word of mouth, recommendation from peers and attractive packaging as marketing strategies for rural areas. There exits significant difference amid marketing strategies for rural areas and features of rural consumers. Marketing strategies for rural areas has a positive, moderate and significant relation with buying behaviour of rural consumers. Thus, in order to improve buying behaviour of consumers, companies should provide quality of products at low price to rural consumers and shops must display all type of products with features to attract rural consumers to enhance their buying behaviour.
Keywords: Buying Behaviour, Marketing Strategies, Rural Consumers
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