Vol. 1, Issue 2, Part C (2015)

Abstract
Rural markets offer immense growth opportunities due to untapped market, large population, and huge scope for penetration. Rural markets are an important and growing market. Though characteristics features such as thin population situated at distance from one another, heterogeneity, low literacy rate, limited purchasing power, and cyclical cash flows of rural consumers make them less attractive. But suitable marketing strategy such as acceptability, affordability, and awareness, and adopting some innovative marketing strategies there by creating a win-win situation, can help companies in tapping the vast rural market. Increased receptiveness to new businesses has also had an impact on the growth of markets in some rural regions.