Niche markets, niche marketing and rural employment

The market for rural products and services is urban-based and increasingly comprises numerous segmented markets (or "niches") of specialty goods and set vices. Rural entrepreneurs need to develop a "culture" of market research to identify market niches, rather than the traditional rural culture of the efficient production of undifferentiated primary goads. This change may be facilitated with training or, sometimes, it may occur via the in-migration of individuals with an interest in niche market entrepreneurship The unique characteristic of the territory may Ee captured by "certificates of area of origin", generally requiring regulatory enforcement. A series of case studies illustrate the range of niche products and services produced in contrasting rural areas and exemplify the role of entrepreneurship and movement skills required Private enterprise actions need support from the public sector. Six areas of policy response ape identified.