Event: Conference on Marketing to Rural Consumers (Website)
Organised By: Indian Institute of Management – Kozhikode (IIM-K)
Conference: 3-5 April, 2008
The emergence of rural markets as highly untapped potential emphasizes the need to explore them. Marketers over the past few decades, with innovative approaches have attempted to understand and tap rural markets. Some of their efforts paid off and many back fired making rural markets still an enigma.
Academic scholars in rural marketing mapped the organizational efforts and suggested alternative approaches to tap rural markets. Surge in the publications on rural marketing is an indicator of the interest in this emerging domain of knowledge. However, studies have been widely fragmented and time has come to consolidate the knowledge that has evolved over the past years. In consolidating the efforts, setting future directions would be possible.
The conference would cover many topics such as: Definitional issues of rural and rural market environment, consumer behavior and decision making process, product and positioning strategies, intensity and type of competition, channels of distribution, value offering and pricing issues etc. The conference offers an opportunity for exchange of research and practical insights related to marketing to rural consumers and disseminate the knowledge generated.