RURAL & URBAN MARKETING COMPARISON OF GREEN MARKETING- AN EMPIRICAL STUDY

ABSTRACT The villages are where the heart of India beats, and because of its size and need, the country's rural market presents excellent chances for marketers. In India, the rural market first began to demonstrate its potential in the 1960s. Its steady growth during the 1970s and 1980s foreshadowed its role as a developing economy during the digital era. Additionally, there are definite signs that it will fully develop in the twenty-first century. Expenditure in rural India increased to $80 billion between 2009 and 2017, a huge increase over the urban population's $55 billion in spending. During the years 2009 to 2015, the rural FMCG market grew at a CAGR of 13.2%, reaching US$ 100 billion. According to estimates, the Fast-Moving Consumer Goods (FMCG) market in rural and semi-urban India will surpass US. For a variety of reasons, rural markets are growing more appealing. Due to the green revolution, rising agricultural produce prices, Skilled India initiatives, financial inclusion, etc., rural consumers' lifestyles are expanding, and they are purchasing lifestyle items like mobile phones, televisions, and two-wheelers. Companies have been exploring these areas for some time, and the rush to rural markets is not a novel phenomena. Companies use digital technology as a tool to expand their operations. Digital marketing refers to the process of using a digital channel to advertise goods and services and connect with customers. Mobile, social media, content marketing, search engine marketing, and advanced analytics are examples of current developments in digital marketing. The business examines client behavioral information. There are numerous touch points while communicating with