Innovation in the Field of Rural Marketing with reference to Customer in Rural Areas

ICIMP-2018 | SPECIAL ISSUE | SEP-2018 | Published Online: 03 October 2018    PDF ( 351 KB )
Dhanya C. Mathai 1; Jithin Scaria 2

1Research scholar, P.G. and Research Department of Commerce, Department of Commerce, A.V.V.M Sri Pushpam College (Autonomous), Poondi, Thajavur (dt) (India)

2Asst. Prof, St. Mary’s College, Meenangadi (India)


Marketing and innovation like inseparable couple, so they are interrelated. In the field of marketing the customers are expecting variety of products. So the importance of innovation is unavoidable. Innovation marketing covers all innovation management activities that contribute to the promotion of the market success of new products and services. If one considers that the actual task and mission of innovation of innovation is market success, it becomes clear that innovation marketing involving the significant changes in product design, or packaging, product placement, product promotion or pricing plays an extremely important role in the innovation process. Innovation in the field of rural market mainly related with the objectives of acceptability, affordability, availability and awareness of product. For attaining the objective of the study we used primary and secondary data. The test used for study is percentage and chi-square test. The chi-square test is been used for finding the significant relationship between the income and purchasing pattern of the product. The rural market in India is vast and scattered and offers a plethora of opportunities in comparison to urban sectors. Improvement in infrastructure and reach promise a bright future for those intending to go rural. Rural market is not exploited completely and is yet to be explored.

Marketing, Innovation, Promotion, Significant, Acceptability, Affordability, Availability, Awareness, Scattered and Opportunity
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