Understanding of Rural Consumer Market in India

A big part of Indian population lives in villages. There are different people having different socio-cultural dynamics in rural area. In the era of industrialization and IT revolution, the behavior of consumer in rural market is changing. Rural market in India is very complex phenomena, so the need arises to study the perception of consumer in rural market. This paper attempts to have a fundamental understanding of rural market and rural consumer in India to help the marketers. This paper also focuses on potentials, challenges in rural market: big hurdles for marketers and various suggestions to overcome the hurdles faced by the marketers.