ABSTRACT
While the literature dealing with marketing and development process is extensive and growing, there is very little research attention paid to the rural sectors of developing countries. However, major consumption system changes are taking place in rural sectors of many of the developing countries, which in turn may be significant for marketers in these countries. In this chapter we attempt to conceptualize the emerging rural consumption system in the second most populous country, India. The critical factors shaping the emerging rural consuming system are identified. The marketing implications of these emerging trends are identified and discussed.
