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RURAL MARKETING
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The Product Concept and the Classification of
Rural Products
In the rural context, marketers have to use two frameworks—the 4 Ps (product, price,
place, promotion) of the marketing mix and the evaluative rural marketing mix of
4As (acceptability, affordability, availability, awareness), concepts first introduced in
Chapter 1. Product decision is the first and central decision in the marketing mix strat-
egy and should be evaluated on the basis of the acceptability parameter to develop the
right strategy for rural markets. Acceptability is one of the challenges a rural marketer
has to face while developing products ...
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