Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Jan10-Article6-Consumer Behaviour in Rural Markets : A-B-C-D Paradigm And Its Applications
- Price : 80.00
- Published on January 1, 2010
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
According to the census of India, villages with clear surveyed boundaries not having a municipality, corporation or board, with density of population not more than 400 sq. km and with at least 75 percent of the whole working population engaged in agriculture and allied activities would qualify as rural markets. According to this definition, there are 585, 764 villages in the country. Of these, only 0.5 percent have a population above 10,000. Around 50 percent of the villages have population between 200 and 1,000 and another 18 percent have a population less than 200. For FMCG and consumer durable companies, any territory that has more than 20,000 and 50,000 population respectively is a rural market. According to them, it is the class-II and III towns that are rural. According to the census of India 2001, there are more than 4,000 towns in the country. The census classified them into six categories-around 40-0 class-I towns with one lakh and above population (these are further classified into 35 metros and the rest, non-metros), 498 class-II towns with 50,000-99,999 population, 1,368 class-III towns with 20,000-50,000 population, 1,560 class-IV towns with 10,000-19,999 population. It is mainly the class-II and III towns that marketer’s term as rural and that partly explains their enthusiasm about the so-called immense potential of rural India.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.