EFFECTIVE AND INNOVATIVE MEDIUM FOR RURAL COMMUNICATION IN THE OUTSKIRTS DISTRICT OF MALDA

Abstract

The Indian rural market is growing at tremendous pace. Many big companies have entered in the rural market, altered their marketing strategies and reaped benefits. Many companies are exclusively setting up new department with dedicated team to learn how to penetrate and capture this growing market. There are a number of issues and challenges before the marketers in designing an advertisement strategy specifically keeping in mind the needs and wants of the rural customers. The Indian rural market is very vast in size and in demand base. It offers great opportunities to marketers. About 742 million of countries consumers live in rural areas and almost half of the national income are generated here. Rural markets form an important part of the total market of India. In India approximately there are 6, 30,000 villages, which can be listed in different parameters such as literacy levels, income levels, penetration, distances etc. The rural market is not homogeneous. There are differences in Geographical, demographical, statistical and logistical levels.  The specific sections of rural market are not too big, although the overall size is large. The rural consumer is growing and this is an opportunity to capture the market share for all the players in the market. Positioning and realities regarding the potential of each of these market segments differ and lie at the very core of forming the strategy for the rural markets. This paper is an attempt to find out the most effective medium of the advertisement in rural areas nearby Malda (West Bengal).