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RURAL MARKETING
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Availability: The Challenge and the Dilemma
Generating awareness about products yields dividends only when steps are taken to
ensure constant availability, particularly in rural India, where availability determines
volume and market share because the consumer, influenced largely by the retailer, pur-
chases what is available at the outlet.
The physical distribution of products continues to pose an immense challenge to
marketers because reaching 7.8 million retail outlets spread across 600,000 villages
and feeding a retail network of village shops is a distribution nightmare. With the rising
aspirations and ...
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