Empowering rural consumers in emerging markets

Purpose – Rural consumers in emerging market countries are among the largest and fastest growing segments of the world's population. The purpose of this paper is to examine marketing's role in tapping potential in rural areas and suggest how firms can help potential consumers develop their purchasing power, thus creating a situation that benefits both consumers and the firm.Design/methodology/approach – The study is based on information on company web sites (of both multinationals and emerging market firms) and other published information regarding these firms' activities in emerging markets. This was supplemented by personal interviews conducted with marketing executives in India.Findings – It is found that marketing strategy must be developed de novo as strategies adopted in developed markets are not adapted to rural market conditions. This must be based on a thorough understanding of consumers, particularly their multiple roles as producers and consumers. In addition, firms need to focus on finding way...