Unorganized Retail Shopping Experience in India: An Empirical Investigation

This paper addresses the challenge of scarcity of human resources for rural marketing in India. Many organizations are failing to penetrate rural markets due to their urban myopia, lack of right talent and also due to the deficient effort to attract talents from sub-urban and rural areas. Business schools are not able to cater to the needs of industry either due to poor focus or due to small number of graduates and postgraduates produced in rural marketing. The paper delineates some steps which the industry and academic institutions can jointly adopt to address the rural challenge.