Problems and Prospects for Marketing of Rural Products : an Empirical Study of Tribal Regions (India)
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VSRD-IJBMR, Vol. 1 (10), 2011, 616-623
RESEARCH ARTICLE RESEARCH ARTICLE
Problems and Prospects for Marketing of Rural Products : An Empirical Study of Tribal Regions (India)
1
Shubangi Rajput*, 2Bharat Siddhartha and 3Sanjeev Shukla
ABSTRACT
Purpose – The paper seeks to review problems and prospects of marketing of rural products. Design/Methodology/Approach – Reviews relevant academic literature and primary data collection and analysis of rural producers of tribal region i.e. south Rajasthan regarding problem undertaken for the study. Practical Implications – Review and data analysis validates and advocate focused efforts to improve the present status of rural producers. Originality/Value –A synthesis of the key contributory phenomena is presented with the help of extensive review and field data. Keywords: Rural Marketing, Artisans, Rajasthan, Non Farm Sector.
1. INTRODUCTION
Inclusive Marketing is an approach that looks at the poor not only as consumers but also as producers/suppliers. At present these rural producers/suppliers are struggling to market their products and services due to various reasons such as Low Capital Labor ratio, preponderance of small land holdings, and excessive dependence on monsoons; massive unemployment and illiteracy. Apart from these, rural producers in both farm and nonfarm product categories are facing serious problems about technical and marketing knowledge. They are also ignorant about modern marketing issues like quality, delivery schedule, packaging, after-sales-service, etc. The pricing concepts are not aligned with consumer want and goods are produced without a proper market survey or ascertaining beforehand whether there is a demand
____________________________ 1 2
Assistant Professor, MBA Department, Lucknow Model Institute of Management, Lucknow, Uttar Pradesh, INDIA. Lecturer, 3Reader, 2,3Department of Faculty of Commerce, VSSD College, Kanpur, Uttar Pradesh,
VSRD-IJBMR, Vol. 1 (10), 2011, 616-623
RESEARCH ARTICLE RESEARCH ARTICLE
Problems and Prospects for Marketing of Rural Products : An Empirical Study of Tribal Regions (India)
1
Shubangi Rajput*, 2Bharat Siddhartha and 3Sanjeev Shukla
ABSTRACT
Purpose – The paper seeks to review problems and prospects of marketing of rural products. Design/Methodology/Approach – Reviews relevant academic literature and primary data collection and analysis of rural producers of tribal region i.e. south Rajasthan regarding problem undertaken for the study. Practical Implications – Review and data analysis validates and advocate focused efforts to improve the present status of rural producers. Originality/Value –A synthesis of the key contributory phenomena is presented with the help of extensive review and field data. Keywords: Rural Marketing, Artisans, Rajasthan, Non Farm Sector.
1. INTRODUCTION
Inclusive Marketing is an approach that looks at the poor not only as consumers but also as producers/suppliers. At present these rural producers/suppliers are struggling to market their products and services due to various reasons such as Low Capital Labor ratio, preponderance of small land holdings, and excessive dependence on monsoons; massive unemployment and illiteracy. Apart from these, rural producers in both farm and nonfarm product categories are facing serious problems about technical and marketing knowledge. They are also ignorant about modern marketing issues like quality, delivery schedule, packaging, after-sales-service, etc. The pricing concepts are not aligned with consumer want and goods are produced without a proper market survey or ascertaining beforehand whether there is a demand
____________________________ 1 2
Assistant Professor, MBA Department, Lucknow Model Institute of Management, Lucknow, Uttar Pradesh, INDIA. Lecturer, 3Reader, 2,3Department of Faculty of Commerce, VSSD College, Kanpur, Uttar Pradesh,
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