Vol. 3, Issue 2, Part B (2017)

Abstract
After liberalization and globalization there has been a vast change in the Indian market scenario. There is a throat cut competition, marketr's have realized the value of consumers. Consumer orientation is the key word in the present time. There is no much difference in rural and urban markets. The urban markets are now totally saturated. So now multinational companies are shifting towards capturing rural market. As 75% of people lives in rural area then it is obvious that a large amount of purchasing comes from rural market. So companies are focusing on rural markets to grab the unexplored opportunity of their products. In purchasing women play a vital role so most of the companies focusing their marketing strategies on women buying pattern and behavior.