Rural Marketing, 3rd Edition by Pearson

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RURAL MARKETING

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REVIEW OF OBJECTIVES

1. Understand the rural boom

Over the past decade, the rural economy has registered an

impressive growth. The factors driving this boom are the eight

good monsoons, a 100 per cent increase in the minimum sup-

port price for primary crops, and the growing non-farm sector.

Better infrastructure in terms of roads and electricity, and ris-

ing mobile connections, literacy levels, and purchasing power

are all indicative of this rural boom. With rapidly rising incomes

and a growing middle class, the demand for most categories

is expected to explode. Another emerging trend in rural India