INTB 2200 Lecture Notes - Lecture 10: Bullock Cart, Communication Problems, Brooke Bond
29 Apr 2013
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Document Summary
While the rural market of india certainly offers a big attraction to marketers, it would be totally naive to think that any firm can easily enter the market and walk away with a sizeable share of it. A firm seeking a share of this market has to work for it, as the market bristles away with a variety of problems. The enterprise has to grapple with these problems and find innovative solutions to them. In fact, only because a few pioneering firms correctly understand these problems and came up with innovative solutions to them, that we now see a wonderful trend of growth in rural markets. The existing problems in rural marketing are: physical distance, language/culture, accessibility, money/expensive, lack of human resource, competition, technology, rules & regulation, lack of information, size of the market, buying power, image. The main problems in physical distribution in the rural context relate to: transportation:
