Rural Marketing, 3rd Edition by Pearson

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DISTRIBUTION IN RURAL MARKETS

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CHAPTER 8

191

REVIEW OF OBJECTIVES

1. Understand the challenges and dilemmas in

rural distribution

Availability is the biggest challenge among the four As. Reach-

ing rural consumers is the most difficult as it requires the

maximum time and resources to service these markets, spread

across 600,000 villages and a 3.3 million sq. km area, eco-

nomically. However, the saturation of urban markets and the

growing potential of rural markets in terms of buying power

and increasing acceptance of national brands and new prod-

uct categories have forced marketers to adopt out-of-the-box

thinking and come ...