CONTENTS: Foreword xix Note from rural marketing agencies association of India (RMAAI) xx Acknowledgements xxi 1. The call of rural India 1 2. Rural marketing environment 8 3. The rural economy : a reality check 27 4. Rural consumer behavior 54 5. Rural market research 86 6. Targeting, segmenting and positioning 100 7. Product strategy 125 8. Pricing strategy 156 9. Distribution strategy 172 10. Communication strategy 207 11. Innovation in rural markets 254 12. Financial services 270 13. The future of rural marketing 282 Appendices 289 Appendix A : Data Tables Section II : Data on rural infrastructure 307 Section III : Data on market infrastructre 315 Section IV : Data on market dynamics 319 Section V : Data on media 332 Appendix B : VCD 340 Contents on VCD Glossary 342 Abbreviations 344 Bibliography 346 Index 351