| dc.description.abstract | Rural markets can be identified as an
underutilized market opportunity that can be
capitalized through better marketing strategies.
Rural marketing is a marketing strategy which
involves planning and implementing marketing
functions in rural areas, to attain marketing
objectives. Sri Lanka consists of many rural
areas and hence the intention of this study is to
identify the factors affecting the success of rural
marketing in Sri Lanka, with special reference to
small electric appliances. When developing the
research, the 4As model was identified as the
theoretical model. 4As model is customer
centric, while 4Ps is an organization-oriented
model. Thus, this research is based on the
consumer point of view. The primary objective of
this research is to identify the factors affecting
the success of rural marketing in Sri Lanka and
to identify the most influential factor out of all,
in the same context. Primary data was collected
using a survey questionnaire which was
finalized, following a pilot test based on a
sample 16 rural consumers. The data for the
final survey was collected from 125 rural
consumers living in the Monaragala district via
web-based questionnaires and the gathered
data was analysed using the SPSS 25.0 software.
According to the results of the multiple
regression analysis, affordability was identified
as the only factor which significantly affects the
success of rural marketing. Therefore, it was
concluded empirically that affordability plays a
vital role in rural marketing in Sri Lanka. | en_US |
