Marketing to Indian Rural Women: Challenge, Opportunity and Strategy...BY- DHANANJAY KUMAR

Abstract
There was a time when a rural consumer used to travel more distance to consume a particular branded goods and services. Only selected consumers consumed a branded goods and services. But due to globalization the scenario has been changed. Now customers are king due to economy they prefer branded goods and services which give more value. Before globalization only big companies were able to captures the rural market to establish their brands and services. But in present scenario the rural market are very critical for every marketer whether that is FMCG, IT or automobile brands. Women are the world’s most powerful consumers. They are big spender, when we are talking about householders, corporate purchasing, or small business. This is not happening only in urban but also in rural market too. In past scenario men used to take decision to purchase any goods or services but now scenario has been changed and mostly decisions are taken by rural women. The rural women are very sensitive and careful towards their purchasing process. So marketers must have to know the perception and mind set of the rural women for survival of their products in rural market.

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