BRAND CONSTRUCT USING IMAGERY TO CREATE BRAND IDENTITY IN RURAL MARKETS
Author: Dr. Ram Kishen Y.
Category: Marketing Management
Abstract:
India is inherently a rural country with 72.2& of its population residing in villages (2001Census). Rural economy contributes nearly half of the country’s GDP (ETIG 2002-03). More than 50 percent of the sales FMCG and Durable companies come from the rural areas. The McKinsey report (2007) on the rise on consumer market in India predicts that in twenty years the rural Indian market will be larger than the total consumer markets in countries such as South Korea or Canada today, and almost four times the size of today's urban Indian market and estimated the size of the rural market at $577 Billion.
