The Rural Boom in India
2012
Kashyap, Pradeep
Rural markets, unaffected by the economic slowdown, have created a complete turnaround in the mindsets of the marketers. The present article tends to explore the changes in the rural infrastructure and economics during the past decade and touches fairly on the rural psychology and consumer behaviour that needs to be understood to penetrate the rural ecosystem. It also captures the impact of these changes on rural income and the consumption pattern. Finally, the article ideates the opportunities of future through rural markets and how business can leverage opportunities arising out of this rural boom.
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