Bajrang Lal, . (2017) Agricultural marketing as a catalyst for rural marketing in India: A descriptive study. International Journal of Research in Management, Economics and Commerce,, 7 (8). pp. 55-60.
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Abstract
India is often considered as an agricultural country. Since the independence, India took a prime responsibility to feed the newly independent born people and India has successfully achieved the agricultural targets. Considering the large population of the country, there is need to improve the nutrition level and for this very reason, the prime objective is to develop agriculture and agricultural marketing. A vast part of Indian population lives in rural areas or villages. In other words, 68.84% Indian population lives in 6, 40,867 villages and its size is more than 833.33 million. This is Indian rural market and its size itself speaks about its potentials. During the global recession, it was Indian rural market that escaped Indian economy from the bad impact of recession. “Go rural” is the slogan of marketing Gurus after analyzing the socio-economic changes in villages. Rural people depend on agriculture directly or indirectly. Now the need of the hour is to improve the marketing of agricultural produce so that farmer must get maximum shares in the consumer money. For country’s development, rural marketing is must and for rural marketing (development) agricultural marketing is the essence. The purpose of this paper is to highlight the importance of agricultural marketing for the development of the rural India. The paper also discusses the various problems of agricultural marketing as well as investigates the ways to improve the marketing environment within rural areas.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Rural, agricultural marketing, problems, Opportunities, Government initiatives |
| Author Affiliation: | Department of Management, CRSU, Jind, Haryana, India) |
| Subjects: | Social Sciences > Marketing |
| Divisions: | General |
| Depositing User: | Mr T L Gautham |
| Date Deposited: | 22 Mar 2018 04:02 |
| Last Modified: | 22 Mar 2018 04:02 |
| URI: | http://eprints.icrisat.ac.in/id/eprint/15371 |
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