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PRODUCT STRATEGY
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CHAPTER 6
123
Packaging for Rural Markets
Packaging plays a significant role in the product offering for rural markets as it is asso-
ciated with affordability, the ability to recognize (visibility, readability), convenience to
users, and the appeal of the product. Packaging at the
primary level
involves protecting
the product, whereas at the
secondary level
, it adds to the aesthetics and sales appeal
of the product. Packaging for rural markets needs a special focus because of pro-blems
like:
■
Poor transport system (poor road conditions)
■
Diffi
culties of safe storage (rats, moisture, heat, rainwater)
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