Assessment of electronic-based integrated marketing communication for rural areas in north India

Abstract

This research paper highlights the impact of internet based marketing communication (referred as electronic integrated marketing communication or e-IMC) on the living standards of the rural population in selected North Indian villages from 4 states. A sample of total 320 respondents was taken to understand their perception about how internet communication has impacted their productivity in terms of saving costs and boosting margins on the sale of their yield. Research found use of e-IMC projects has helped them in saving moderate costs and boosting their margins from yield as much as 30?%. It is also concluded that due to faster information access which takes less than day’s time for villagers to reach has enhanced their decision-making. The research highlights the bottlenecks and reasons for absence of internet service providers. Research recommends that ICT projects requires public-private partnership to penetrate rural markets and give advantage to the rural population of reduced distribution costs and market for their products. The other suggestion includes that project offices should aspire to include more people into electronic based communication accessibility through appropriate training.