Marketing Mix and Marketing Mix Elements For Rural Segments:

Transforming Rural Markets: The Impact of Government Initiatives

Abstract

Poverty and low level of literacy characterize ruralpopulation in India. As a result, traditionally rural markets were viewed as marketsfor essential commodities only. In post-independence period Government ofIndia, had introduced a number of measures to improve the quality of life ofrural masses. These measures included agricultural development programmes,rural industrialization, cooperative movement, mass education and other socialdevelopmental activities through state Government of Maharashtra and othervoluntary organizations. After agricultural revolution green and white, theyield per acre land and animal has increased substantially.