摘要：Marketing Management always deals in the ever changing marketing environment. The rural environment is in paradigm shifts and management needs to deal with the changing consumer behavior. The basic challenge in front of the rural marketer is to deal with the rural consumer who is undergoing transformation. Many marketers perceive that the rural markets are the protrusions of the urban slums or poor markets. The truth is that the rural consumer’s concept of value is different from the urban consumers. The culture of rural is not of display of the wealth and modality. The symptoms of modernity are different than the urban counterparts. The rural consumer purchase only when it is extremely needed by them not because of tempting promotional offers. The rural market in India is quite charming and demanding in spite of all the difficulties existing. The potential is enormous. Even though, these markets have imperfection they also have tremendous opportunities which should be availed by the marketers. The marketers have to come up with innovative ideas to win the customers.
