Role of Television Advertisements and Other Elements of Promotion Mix In Influencing Rural Consumers for Purchase of Toiletries

Abstract

The rural market of India is fascinating and challenging at the same time. It offers large scope on account of its sheer size and potential. Even a gradual growth pushes up the sales of a product substantially, in view of the huge base. The factors chosen by the rural consumers which they consider accountable for deciding the optimal promotion mix confirm the level of awareness among the rural respondents about
the elements of promotion mix. Each of the elements of promotion mix has its own impact on the rural masses. They understand the significance of various elements of promotion mix in increasing the sales of the company. The market
pioneers are being getting rewarded by capturing the rural markets. Simultaneously, due to the problems and hurdles posed by rural markets, the firms have to directly encounter them and put in a great deal of effort to get a sizeable share of the market. It is often said that markets are made, not found. This is especially true of the rural market of India. It is a market meant for the truly creative marketers.