The economic development of a region is determined by its past structure and development, policy measures, changes in demand and resources. (Tykkylainen,1988) Rural markets, particularly in
emerging Asia (Indonesia, India, China and Vietnam) represent the last frontier for global brands looking to expand into newer geographies. The recent slowdown in growth in the broader economy
has made rural markets more attractive as marketers try to restore top-line growth. However, the enthusiasm for rural markets needs to be tempered because of the complexity of these markets and
the scale of investment required to achieve penetration. Marketing strategies that worked for urban markets do not necessarily work for the rural ones.