Challenges in Innovative Rural Retail Marketing
Sukhavasi Santha kumara1, B. Balanagalakshmi2

1Dr. Sukhavasi Santhakumari, P.H.D., Assistant Professor, Department of Commerce, Koneru Lakshmaiah Education Foundation, Vaddeswaram., Guntur Andhra Pradesh, India.

2Dr. B. Balanagalakshmi, P.H.D., Assistant Professor, Department of Commerce, Koneru Lakshmaiah Education Foundation, Vaddeswaram, Guntur Andhra Pradesh, India.  

Manuscript received on 15 May 2019 | Revised Manuscript received on 22 May 2019 | Manuscript Published on 10 July 2019 | PP: 286-290 | Volume-8 Issue-7C2 May 2019 | Retrieval Number: G10640587C219/19©BEIESP

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Abstract: In the words of Peter F. Drucker, the father of Modern Management, “any organisation will have two types of functions, one is marketing and another one is an innovation”. The Indian market contains rural market as well as the urban market. These two markets are recognized with enormous prospective for marketers and rural marketers face the problem of setting a proper marketing mix, unlike urban marketers. Rural markets have been evolved on its own and relatively less contact with the corporate markets which are virgin in nature. With the evolution of Global structure, the ever change tastes and preferences of consumers are providing direction for retail markets in India. The area of retailing gives possibilities to look at and make funds as investment in rural areas and corporate as well as marketers have made a foray in the earlier period. The people in rural areas are more in India, who are the eye catcher for rural retailers, looks for growth in market position. The rural buyer/purchaser represents a separate and distinct category. The rural population has unique needs and literacy levels as that of urban buyers. The remoteness and the uniqueness of the rural markets call for special distribution strategy and channel management to be followed to satisfy the needs and wants of the rural people. In order to meet this unique environment, rural marketers have to design creative solutions. The quality of services and costs are adversely affected by physical distribution and channel management issues. The success of any product largely depends on rural markets where exists no or poor means of communication. So there is a need for an innovative strategy for rural markets to overcome the problems in retail rural markets. This paper reviews the innovations required and challenges faced by rural retail markets.

Keywords: Innovations, Retailing, Retail Marketing, Rural Markets.
Scope of the Article: Marketing and Social Sciences