STRENGTH OF RURAL MARKETING IN THE PERSPECTIVE OF FARMERS AND TRADERS – AN EMPIRICAL ANALYSIS

Abstract

Rural marketing is one of the emerging concepts which have attracted the attention of marketers globally in the recent years. The concept incorporates the marketing strength in rural marketing in the perspective of marketers. The present study analyzed the significant variables of market strength regarding the view on eight in rural marketing. The important market strength in rural marketing narrated by the factor analysis are availability of products and raw materials, Government support, provision of communication facilities, untapped market, local support, marketing capacity, marketing knowledge, and market surplus. The score of variables in rural marketing practices have been highly viewed variables in strength by marketers are marketing knowledge and local support, availability of products and raw materials