Rural Marketing: Opportunities and Challenges -- Environment and Profile of the Rural Market -- Rural Consumer -- Researching Rural Markets -- SAGA of Rural Market Segmentation: Segmentation, Aggregation and Affordability -- Positioning for Value -- Product Strategy and Innovation to Create...

The paper is an attempt to understand the purchase behavior of rural consumers with reference to selected FMCG products. This is done by studying factors influencing their purchase decision, counterfeit products and their use, and the role of retailers in influencing the purchase decision of...