Rural Bank Marketing

Within the framework of marketing concept the present study has examined in detail various efforts by the agencies concerned like sponsor banks, state government, RBI and Government of India with regards to need-based service package in rural India, branch location issues, rural banking, communication, customer-friendly bank personnel, procedural simplification, etc. The issues have been studied empirically on the basis of information gathered, on self-developed five-point Lickert-scaled schedule, from randomly selected respondents. The reliability and validity of findings have been tested transparently and objectively. Besides the aforesaid nature and scope of original addition to the knowledge on rural bank marketing, the conceptual background of the concept of marketing orientation in rural banking made in the beginning of the study justifies the necessity of the work as RRBs are said to have combined concepts of both comparative and commercial banking in real rural settings. The study will prove to be a good addition to the literature on banking. The policy makers and bankers will find new ideas for further improvement in rural banking in India.