Rajendra Prasad Sharma, Indian Institute of Foreign Trade, Anandpur, Kolkata, India
Pallabi Pal Sarkar, West Bengal State Rural Livelihoods Mission, Kolkata, India

As growth plateaus in the richpockets, firms are focusing attention on bottom of pyramid segments. The Kannur district of Kerala is renowned as the land of looms. The role of women has evolved and theyplayed a bigger role inpurchase decisions. This hinterland can be agood market for product categories like health & hygiene,personal & beauty care and kitchen appliances with women being the key decision makers. The study attempts to focus on the awareness and the usage pattern for the chosen product categories i.e. lipsticks, shampoos, sanitary napkins, aqua purifiers  and  thermal  cookers,  ranging across aspirational, personal beauty care, health and hygiene and essential  household equipments. Marketing to rural customers is not like getting them to switch their habits, practices,  beliefs  and  brands but rather patience  and investment  by companies.

Keywords: rural poor, women, awareness, usage pattern, perception, aspirational products, North Kerala

Suggested citation: Sharma, R. P. & Sarkar, P. P.(2016). Marketing to the rural poor in India: an empirical study of North Kerala  Skyline Business Journal, Volime 12,  No 1,pp 28-36.

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Sharma, R. P. & Sarkar, P. P.(2016). Marketing to the rural poor in India: an empirical study of North Kerala  Skyline Business Journal, Volime 12,  No 1,pp 28-36.