PRAHLADRAI DALMIA LIONS COLLEGE OF COMMERCE & ECONOMICS

S.V. ROAD, SUNDER NAGAR, MALAD WEST, MUMBAI 400064

PROJECT ON

RURAL MARKETING

SUBMITTED BY

SACHIN DAIYA

T.Y.B.M.S (SEMESTER-V)

PROJECT GUIDE

PROF. SACHIN VEDPATHAK

SUBMITTED TO

UNIVERSITY OF MUMBAI

ACADEMIC YEAR 2015-16

DECLARATION

I SACHIN DAIYA student of PRAHLADRAI DALMIA LIONS

COLLEGE OF COMMERCE & ECONOMICS FROM T.Y.BMS –

Semester V (2015-16) hereby declare that I have completed this project

on RURAL MARKETING.

The information submitted is true & original to the best of my

knowledge.

Student’s Signature

SACHIN DAIYA

CERTIFICATE

This is to certify that SACHIN DAIYA OF TYBMS, PRAHLADRAI

DALMIA LIONS COLLEGE OF COMMERCE & ECONOMICS has

successfully completed the project on RURAL MARKETING under

the guidance of PROF.SACHIN VEDPATHAK .

SIGNATURE OF SIGNATURE

PROJECT GUIDE OF PRINCIPAL

External Examiner

ACKNOWLEDGMENT

It is a pleasure to thank all the people who directly or indirectly in many

ways have assisted me in my project related studies and contributed in

the process of making this project.

First of all I would like to thank “Prahladrai Dalmia Lions

College of Commerce & Economics” for giving the opportunity.

Lastly, I would like to thank my project guide PROF. SACHIN

VEDPATHAK for his support, cooperation and fruitful discussions

during my research on the topic -“RURAL MARKETING.”

SR NO. TOPIC PAGE

NO.

1. INRODUCTION 1

2. OBJECTIVES OF THE STUDY 6

3. REVIEW OF LITERATURE 8

4. RESEARCH METHODOLOGY 10

5. INDIA INFRASTRUCTURE 12

6. CONSUMER BEHAVIOR IN RURAL MARKETS 30

7. MARKETING STRATEGIES TO CAPTURE RURAL INDIA 45

8. STRATEGY 47

9. FORMAL MEDIA 53

10. FINDINGS AND ANALYSIS 56

11. RECOMMENDATIONS 62

12. CONCLUSION 63

13. APPENDIX 65

14. BIBLIOGRAPHY 67

INDEX