THE ROLE OFRURAL MARKETING INTELLIGENCE IN THE DEVELOPMENT OF AGRO PRODUCTS INSOUTHERN TAMILNADU AN EMPIRICAL APPROACH

Marketing

This study aims at understanding the rural marketers’ need of information and intelligence in terms of rural products development so that a system can be framed with the view to understand the market fluctuations in terms of price and demand of the products. The rural marketers can develop their own intelligence system in all the aspects. This study can be achieved with the marketing intelligence. A market is a group of buyers and sellers interested in negotiating the terms of purchase/ and sale of goods and services. The descriptive research design is adopted in this study. As the study is about rural market in Thoothukudi District, Non probability sampling technique, under which quota sampling is adopted for this study. Three quotas namely small farmers, medium farmers, large farmers have been framed in this study. ANOVA is used for analysis so that the data can be interpreted to understand the difference between the small, Medium and large rural marketers and impact of marketing intelligence on rural marketing. This study has been carried out with the motive of bringing out the most significant intelligence about the market in rural places of south Tamilnadu.

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