Role of Public Relations in Rural Marketing with Special Reference to Bihar
Published: 2021
Author(s) Name: Gunjan Shah |
Author(s) Affiliation: Dept. of Commerce and Business Administration, Tilka Manjhi Bhagalpur Univ., Bihar, India.
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Abstract
Public relations develop confidence among the public and they prefer to use its services continuously. It ensures the development
of a strong engagement by rural buyers. Rural people always believe on the facts provided by the retailers. If retailers are getting
good commission on particular product then they use their relationship and make the consumers ready to buy particular product
but if retailers are giving negative reviews then people will not like to buy that product. The study uses the questionnaire method to
gather data, and graphical analysis method is used to evaluate the data. 50 retailers are being involved and necessary questions
related to public relationship are being asked. The data is being structured and through graphs it is being interpreted. The findings
indicate that public relations play a significant role in rural marketing. It helps in gaining the trust and loyalty of people, and also
supports in increasing the revenues of the companies in the rural areas.
Keywords: Public Relations, Rural Marketing, Customer Relationship, FMCG Companies
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