Rural Marketing, 3rd Edition by Pearson

>

RURAL SERVICES MARKETING

<

CHAPTER 10

251

RURAL MARKETING

INS

IGH

T

For banks, reaching rural India through the traditional branch-

banking model is not viable because of the low value of transaction

per customer and a dispersed population. There is little experience

in managing remote information technology (IT) infrastructure and

guaranteeing security and services. From the consumer’s per-

spective, the time spent in banking transactions set off against the

opportunity cost of employment posed challenges to the adoption

of banking services in rural areas, as did the habit of storing money

at home.

Branchless banking uses ...